Chapter 2- People’s choice study:  An examination of how media affected voter behavior in the presidential election. It used random sampling- Payne Fund Studies: Why were they important?  First large scale investigation into media effects. Classified movies intoseveral categories Studied the effect of movies on children’s behaviors- How does the media shape and effect messages and how we receive them?  Message effects: how are people affected by the content of messagesMedium effects  Ownership effects: we own everything Active audience effects: audience members seek out and respond to media for a variety of reasons; audience are selective customers- How are we effected by the different content of messages (message effects):  Cognitive effects: short-term learning of informationAttitudinal effects: change people’s attitudes about a person, product, institution, or ideaBehavioral effects: induces people to adopt new behaviors or change existing onesPsychological effects: inspires strong feelings or arousal- Three main types of social science research messagesSurveysLab experimentsContent analysis - Causation v. correlation  Causation is when it can clearly be determined that A caused B to happenCorrelation is when it is clear that A and B happened at the same time, and that it was not by chance- Modeling:  How children are influenced by what they see in ads (bobo doll)- Random Sampling: Ensures that every person of the selected population has an equal chance of being surveyed- Three types of things: Selective exposure: process by which people seek out messages that are consistent with their attitudes Selective perception: process by which people with different attitudes interpret the same message differentlySelective retention: process by which people with different views remember the same event differently - Opinion Leaders:  Well-informed people who help others interpret media messages- 4 types of mass media: Theoretical research: research in which the goal is prove or disprove ahypothesized truthApplied research: research that is dedicated to practical, commercial purposes Audience measurement: measures how many people are in a particular audiencePublic opinion: the aggregate of individual attitudes or beliefs- Theories:  What is a theory? A statement that describes something and does 2 things: predict and explain.  Flow theories (3 types)Two step flow theory: predicts that information goes from the media first to opinion leaders and then to everyone elseMulti step flow theory: media flows in many different directions resulting in a complex interaction of media effectsHypothermic needle theory (war of the worlds 1938 broadcast): predicts that media effects flow directly from the media to the individual - Know the definition and what it does and what the different 5 types of media adopters are Social science perspective theories: Social learning theory (social cognitive): people learn by observing others (modeling)Social Modeling: the process through which expectations, norms, and values of society are learned Diffusions of innovations theory: spreading of innovations- idea or technology; predicts that different types of people will adoptnew ideas at different times 5 Types of Media Adopters innovators early adopters early majority late majority laggards- Cultivation theory predicts that the media shapes how people view the world- Know what agenda setting theory is: what does it do Predicts that that amount of attention given to an issure in the media affects the level of importance assigned to it by the public (doesn’t tell you what to think but tells you what to think about)- Know the uses of gratification theory- uses and ratifications theory Audience is active in media selection Examines the way in which media consumers choose specific media tomeet specific needs- Spiral of silence theory Predicts that when people sense that they are in the minority opinion that they will remain silent- What are media effects?  Powerful Minimal mixedChapter 3- 5 largest media conglomerates:  Disney Time warner cable CBS News corp 21st century fox- vertical and horizontal integration: know the difference vertical integration is a business model in which a company owns different parts of the same industry horizontal integration is a corporat growth through the acquisition of different types of businesses- basic understanding about long tale and short head media Long Tail: limited number of people are interested in buying a lot of different products Short Head: a large number of people are interested in buying a limited number of productsChapter 4- Know the different types of historical forms of paper Papyrus: an early form of paper primarily to make scrolls Parchment: an early form of paper from dried animal skins Woodcuts and Paper: China and then Europe Rice Paper: Japan Bamboo writing strips: China, Korea, and Japan- Hand copied before by monks (True)- Oral culture v. written Oral Culture is a culture in which information is transmitted through speech more than writing Written Culture is a culture in which information is transmitted through writing more than speech- Technological determinism:  belief that technology determines the growth of society (technology shapes us)- Where was the first printing press located?  Mexico- What invention made the US universal:  steam powered printing press- Public domain  The category of creative works on which the copyright has expired, orthat are written by anonymous authors; (copy right law)- 3 types of readers: bibliophile: book loverscasual readers: enjoy reading but read very few booksrequired readers: read only the books job/school requires- 2 types of nonreaders:  illiterate: those who never learned how to read  alliterate: able to read but choose not to Chapter 5- What makes a magazine different?  They have a regular schedule of when they come out- What Medium displays magazines?  Radio- Know what magazine is the first printed in America?  The American Magazine- Know which magazine was the first to have colored illustrations Godey’s Lady’s Book- Muckraker:  investigative journalist conducted with the goal of binging social reform - Know what the 3 different types of magazine marketing:  elite