Media Literacy:MultitaskingReduces productivityMulti-tasking in class reduces memory of lecture contentAutomaticityDetermined not by conscious intentions but by mental processesExposed to rude words were more likely to interruptExposed to words related to elderly walked slowly out of experimentLack of media literacyMeans our choices are nonconsciousAttention is not goal driven7 skillsanalysisevaluationgroupinginductiondeductionsynthesisabstratcingDimensions & stagesCognitiveEmotionalAestheticMoralMedia literacy is a continuum not a categoryBenefits of media literacyMaintain better control over mediaIncreased appetite for media varietyAudiences:Information processing tasksFilteringIgnore or attend to messageMeaning matchingRelies on existing knowledgeMeaning constructionRelies on existing abilitiesOn a continuumExposure & attentionPhysical exposureProximityPerceptual exposureSubliminal v. subconsciousSubliminal – not processing something at allPsychological exposureLeaves a residueExposure statesAutomaticAttentionalTransportedSelf-reflexiveMass audienceHomogenousAnonymousNo interaction among membersNo social contextNiche audiencesGeographicDemographicSocial classGeodemographicPsychographicStrategies for building nichesAppeal to existing needsCornerstone of digital marketingCross- media promotionConditioning audiencesAudience flow throughLead in/lead out programmingChild Audiences:AdvertisingUnrealistic goals and expectationsDeceptionSpecial audienceAverage child spends 6.5 hours with the mediaPiaget’s theory of cognitive developmentSensorimotor 0-2Preoperational 2-7Concrete operational 7-12Formal operational 12+Kohlberg’s stages of moral developmentPreconvential 2-8, others tell us what is rightConventional 8-13, grow a consciencePostconventional 13+, more complicatedTelecommunications Act of 1996All televisions must include a v chipAdvertising regulationsLimit advertising timeInitiate bumpersProhibit host sellingMediation vs. co-viewingRestructure mediationLimiting amount of type of programmingCo-viewingSimply watching togetherActive mediationDiscussing in real timeMedia Industry: History & GrowthStages in media developmentInnovationMarketingTechnologicalPenetrationAppeals to large, heterogeneous populationCan generate new or increase existing needsPeakCommands most attentionGenerates most revenueDeclineReplaced by more popular mediaAdaptionRedefines position in the marketplaceMagazineAlways a bridesmaid, never a brideSpecialization key for survivalRadioHave always emphasized localismPeaked 30s 40sLost advertisers to tv in 50sAdaptation: focus on mobilityNewspapershave historically been political1830s shift to maximize profits -> less political1900, 93% of homes subscribed to a newspaperMedia Industry: EconomicsPlayers in the economic gameConsumersAdvertisersCompaniesEmployersBelow the line vs. above the line employeepeople who have a talent and aren’t easily replacedAbove = audience draw is more important than talentIndirect v. direct supportWatching advertising vs. fees & subscriptionsEconomies of scale v. scopeScaleProducing an extra unit decreases as scale of output expandsScopeMultiproduction of a product3 basic economic strategiesmaximize profits by increasing revenue and decreasing expensesconstruct niche audiences and keep conditioningkeep reinforcing their interest in your productreduce risks using marketing conceptContent & RealityExpressive writing15 min/day improves healthpeople go to doctor less, take fewer advil, reported fewer symptomsstorytelling = stories make things easierdimensions of realitymagic windowsocial utilityidentityadditional dimensionsfactualityplausibilitytypicalityemotional involvementnarrative consistencyperceptual persuasivenessnext step realitya little more than everyday realityeverything is more beautiful, available, funappeal?Some realism in necessaryTotal realism is not attractiveWhy turn to media?Some experiences in real life are impossible, or the costs are too greatReality tvCheap to makeWatch forExperienceVoyeurismInformation seekingHow real is it?The joys of editingUncanny valleyWhen things start looking so human that it is creepyNewsAgenda settingNews shapes perceptions of the importance of social issuesPress tells people what to think aboutCultivation hypothesisHeavy viewers assume the tv world = the real worldFramingThe angle of a story influences public’s reactionCommercialism & the marketingJournalists must attract audiences, not offendSometimes stories = audienceInform v. entertainSelect market > identify wants > satisfyThe news perspectiveCultivation of journalismShift from “ significance, proximity, & timeliness” to “conflict, appeal to emotions, & visualizationEntertainmentthe story formulaincludes archetypescenturies oldare common across culturesembedded in ALL stories: fairy tales to newsman v. man, self, environmentclassic dramatic structureexpositionrising actionclimaxfalling actiondenouement3 major genresdramatragedybad/good charactersgood characters: fatal flaw of bad luckidentify w/ characterswhy? Feel better about your own lifemysterysomething missingpuzzle solvingaction/horrorgood vs evilmajor conflictwe know very early who the villain islots of violence & actioncomedyminor conflictresolved verbally with witconflict resolved at endmain characters are mostly happyromancevery popular & highly formulaicconstraints on TVharder to convey a storymust be very compellingcatchyprevent channel changinghigh point before breakmust be simplestereotypeswhy do we stereotype?humansWe are cognitive misersThe powerful want to maintain powerMediaIt makes stories easier to understandDimensions of bigotryIndividualConscious biasGroupUnconscious biasStereotype threatBeing at risk of confirming, as self-characteristic, a negative stereotype about one’s group”4 stages of minority portrayalnonrecognitionridiculeregulationrespecttokenminority member included in dominant group to give perception of inclusivenessintersectionalityapproach to understanding effects of having multiple minority identitiesentirely different experience than having onfemale and latinaold and poormental illness> 1/3 of adults½ of childrenadvertisingpervasivenessUS is 6% of world’s population, but ½ of ad expenditurePufferyPseudo claimsComparison with unidentified otherComparison of the product to its earlier formIrrelevant comparisonsPseudo- surveyJuxtapositionInteractive media3 basic lessonsInternet use is associated with demands for democracy