For the examThe major media effects (cognitive attitudinal, behavioral and psychologicalQuantitative analysis Qualitative analysisWho coined “the medium is the message”------Marshal McLuhanThe big EIGHT mass media conglomeratesDisney/news corps/Time Warner/CBS/Viacom/Comcast/Sony/GoogleIntro Video (tech conferences/both are in austin)SXSW (south by southwest big tech conference) Volunteers promoNEED TO GOHuge networking opportunitySpeedfast Sumit 2014 Highlight VideoSelling companiesas a creator you have the 20 to majority ownershipcashing outIPOTechmemeObama’s position on student privacyGoogle stops providing kit-kat (android os) security patches screws over a lot of usersFacebook might invest in Chinese smartphoneMicrosoft soft-launching windows 10 for phonesDCMA removal requests being tracked Recitation > Quantitative research involves what? Measuring data > Qualitative research considers what? Observing & describing data > The medium is the message, “ was coined by who? Marshal McLuhan > The big eight mass media conglomerates are? Disney News Corp Time Warner CBS Viacom Comcast Sony GoogleQuantitative (numerical) v Qualitative - The medium of Quantitative analysis is numbers and their (numerical) correlations- The medium of Qualitative analysis is human language expressing the concepts of everyday experience as they pertain (belong) to a specific contextMessage EffectsCognitive (conscious)Attitudinal (how it clashes with what you want)Behavioral (what the desired effect is)Psychological Marshal McLuhanThe medium you choose to express yourself is an extension of yourselfAnti Counterfeiting Trade AgreementShot down because of the way it allowed Internet providers to police their users Privacy Net neutrality US’s prominence due to Hollywood Almost an excuse to snoop (downloads, browsing) under the guise of copyright policingAreas of media Study> Geographic (where people live; a method typically used to analyze potential markets for products and programs)> Demographic (community how you identify with those around you and how your relatedness forms a community)> Psychographic (ideological demographic – a combination of demographics)pg 36Theories of media & Society> Surveillance (detect): capacity to explore new forms of media and understand “as good as going there” – extends our senses of perception> Status control: Heightened sense of media reality given by newfound prominence – media gives new prominence (protrusion – outstanding matters)> Correlation: media relevance granted by specific things being covered – gives structure to the newsAgenda Setting Theory – traditional outlookMedia tells people what to thinkMedia determining public discourseThis has changed greatly with the advent of the Internet and freer informationUses and gratification theory> People engage in media because there’s something that they want out of it intentionally or not> Different forms of media compete to give the people what they wantSocial learning theoryExtract info from situations we observe Integrate observations to understand world We use these rules to predict behaviorSpiral science theory (controversial)Wanting to be seen as a holding a majority opinion and will remain silentThe minority is gaining a greater voice through communications networks independent ofmajor media outlets (news see agenda setting theory)See Elizabeth Noelle-NeumannCultivation analysis (on the test) > Violence is different in TV than in life, but it can make one believe the world is dangerous Like Stockholm syndromeYou watch enough you begin to believeViolent news= violent world (maybe more than it is)Mean world syndrome (George Gerbner)That thing ‘bout politicsSupposed truth sixHerbert Gan’s Basic Journalistic ValueEthnocentrism (the attitude that one’s own group or culture is superior)Things related to you are the most importantIf only because you don’t have the experienceAltruistic Democracy (selfless)Responsible capitalismSmall town pastoralismIdealized bucolic – livestock raisingModeratismSocial orderThe winner writes the history booksLeadershipLeading by exampleChapter 3Steve JobsSteve AsangeSynergyLarge companies using the strengths of various divisions to market content30 RockVertical IntegrationControlling all aspects of a media product (production delivery promotion)Controlling the supply chainChartering via pay gradeChris Anderson’s Long Tail“Economy of me”>> Long Tail – the portion of a distribution curve where a limited number of people are interested in buying a lot of different products- What’s the traditional theory for studying media’s social impact?Agenda-Setting Theory- What theory suggests people demand media often, especially customized?Uses & Gratifications Theory- What theory suggests media helps us learn about the world around us?Social Learning Theory- What describes withholding minority opinions to be seen in the majority?Spiral of Silence Theory- What approach to analysis suggests media exposure alters world view?Cultivation Analysis Theory- What concept suggests heavy TV watchers perceive increased danger?Mean World Syndrome- When a large company can use small divisions to market content, this