Chapter 1: Living in a Media WorldCommunicationHow we socially interact at a number of levels through messagesSpoken/written words, gestures, musicIntrapersonal communicationCommunication you have with yourselfHow you assign meaning to the world around youInterpersonal communicationIntentional or accidental communication between two peopleVerbal or nonverbalGroup communicationCommunication in which one person is communicating with an audience of two or more people350 person lecture in a university classMass communicationWhen an individual or institution uses technology to send a message to a large, mixed audience, most of whose members are not known to the senderSpeechesElements of mass communicationMass mediaThe technological tools, or channels used to transmit the messages of mass communicationSender Message Channel Reciever (SMCR)A dated model that is still useful in identifying the players in the mass communication processSenderThe mediaMessageContent being transmitted by the sender to the receiverChannelThe medium used to transmit the encoded messageReceiverThe audience for the mass communication messageMedia LiteracyAudience members’ understanding of the media industry’s operation, the messages delivered by the media, the roles media play in society and how audience members respond to their messagesThe cognitive dimensionDeals with the ability to intellectually process information communicated by the mediaThe emotional dimensionCovers the feelings created by media messagesThe aesthetic dimensionInvolves interpreting media content an artistic or critical point of viewThe moral dimensionConsists of examining the values of the medium or the messageSeven Truths They Don’t Want You to Know About the Media1. The media are essential components of our lives2. There are no mainstream media3. Everything from the margin moves to the center4. Nothings new: Everything that happened in the past will happen again5. New Media are always scary6. Activism and analysis are not the same thing7. There is no theyChapter 2: Mass Communication EffectsOpinion leadersCommunity members who invest time learning about their own area of expertise, such as politicsLess informed friends with turn to them for adviceEffects of the media in our livescognitive effectsshort term learning of informationattitudinal effectsit is much easier to get people to form new opinions than to get them to change existing onesbehavorial effectspeople are reluctant to change their behaviorpsychological effectsmedia content can inspire fear, joy, revulsion, happiness or amusement, among other feelingsActive Audience EffectsGeographicsThe study of where people liveUsed to analyze potential markets for products and programsDemographicsThe study of audience members’ gender, race, background, income, age, edcPsychographicsA combination of demographics, lifestyle characteristics, and product usageTheories of media and societyMedia perform three major social functions:1. Surveillance of the environment, looking for both threats and opportunities2. Correlation of different elements of society, allowing segments of society to work together3. Transmission of culture from generation to the nextsurveillancehow the media help us extend our senses to perceive more of the world surrounding usstatus conferralthe process by which media coverage makes an individual gain prominence in the eyes of the publiccorrelationprocess of selecting, evaluating and interpreting events to give structure to the newssocializationprocess of educating young people and ne members about the values, social norms, and knowledge of a group or society1. Through role models in entertainment programming2. Through goals and desires as presented in media content3. Through the citizenship values portrayed in the news4. Through advertisements for products that may be useful to use in different stages of our livesentertainmentmedia communication intended to amuse the audienceAgenda setting theoryA theory of media effects that says that the media don’t tell the public what to think but rather what to think aboutUses and gratifications theoryAudience members are active receivers who have wants and needsMedia compete with many sources of gratificationAudience members are aware of these choses make them consciouslyOur judgments about the value of various media uses must come from the audiences perspectiveSocial learning theoryThe process by which individuals learn by observing the behaviors of others and the consequences of those behaviorsWe extract key info from the situations we observeWe integrate these observations to create rules about how the world operatesWe put these rules into practice to regulate our own behavior and predict the behaviors of othersSymbolic interactionismProcess by which individuals produce meaning through interaction based on socially agreed upon symbolsSpiral of silenceTheory that suggests that people want to see themselves as holding a majority opinion and will therefore remain silent if they perceive that they hold a minority opnionMedia logicApproach to studying mass media that says the forms the media use to present the world become the forms we use to perceive the world and create media messagesCultivation analysisApproach to analyzing the effects of television viewing that argues that watching significant amounts of television alters the way an individual views the nature of the surrounding worldGans Basic Journalistic ValuesEthnocentrismThe idea that your own country and culture are better than all othersAltruistic democracyThe idea that politicians should serve the public good, not their own interestsResponsible capitalismIdea that open competition among businesses will create a better, more prosperous world for everyoneSmall-town pastoralismNostalgia for the old fashioned rural communityIndividualismConstant quest to identify the one person who makes a differenceModeratismValue of moderation in all thingsExtremists are criticizedThe value of social orderThe media value leadershipdevelopment of the media business in the united statesPenny pressInexpensive, widely circulated papers that became popular in the nineteenth centuryThey were the first American media to be supported through advertising revenueVertical integrationControlling all aspects of a media project, including production, delivery to consumers, and the promotion of product through other mediaTime warner: the biggest of the bigOwns magazines, cable networks, movies,