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UMass Amherst COMM 121 - Final Exam Study Guide

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COMM 121 1st EditionFinal Exam Study Guide Lectures: 16 - 21Final Exam Study Guide OutlineI. Week 10a. Copyrightb. Intellectual Propertyc. File Sharingd. Fair Usee. Infringementf. NapsterII. Week 12a. Direct Effects (Hypodermic) Modelb. Indirect Effectsc. Cultivation Cultivation Analysisd. Ideology Naturalizatione. Agenda Setting Function of MediaIII. Week 13a. Cultural Production Sectorsb. Organizational Routines in Media ProductionIV. Week 14a. Textb. Levels of Meaning Connotation Denotationc. What is textual analysis and why is it important?d. Inventory of elements to describe a scene from a fictional sceneV. Week 15a. Media Reception Analysisb. Active Audiencesc. Taking Audience Pleasure Seriouslyd. PolysemyThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.Comm 121 Final Exam Study GuideI. Week 10a. Copyright – copyright law protects the sale of distribution of “copyrighted” material. Forexample, it protects the producers of novels, music, etc. from being used withoutpermission or stolen. However, the copyright owner may or may not be the creator ofthe content copyrighted. Copyright has expanded over the years.b. Intellectual property – The expansion and combination of copyright to protect a widevariety of visual, sound, and computer software products.c. File sharing poses problems in intellectual property lawFair Use – A provision of copyright law that allows creators to quote fromcopyrighted work without permission for the purposes of education,commentary, criticism, and other transformative uses (Croteau and Hoynes83). Fair use exceptions are based on:1. Purpose and character use (e.g. Robin Thicke/Pharell)2. Nature of copyrighted material (e.g. MLK speeches)3. Amount of original work used (e.g. > or <10%)4. Effect upon work’s value, did it diminish non-licensed use?The idea of cultural circulating and the issue of copyright locking it down isshown in the restriction on the song “blurred lines”. Songs that sound likeeach other tend to evoke a reminiscent quality, which is key to popularculture.d. Infringement – Use without permission or payment; breaking the law with the penaltyof being charged with infringement.e. Napster – Napster was an early music download software that enabled users to sharedMP3 files on-line. This is an example of file sharing and for this reason Napster was suedfor infringement by the RIAA. RIAA argued that Napster was not fair use.II. Week 12 – Models of Media Influencea. (Direct effects) Hypodermic theory/model – Asserted that media influence was strong and direct. This is also known as the “magic bullet theory”. The radio panic on October 31, 1938 after the public was in an uproar/panic about a hoax they heard on the radio. This is supports the hypodermic model.b. Indirect effects – The Limited Effects Model (LEM) sought to measure media-induced changes in voting and buying. The LEM is critical for understanding direct effects. A primary feature of LEM is what is known as a “two-step flow”.The critiques of LEM were mainly revolving around the fact that LEM measured short-term effects and not long term which was believed to possibly have a stronger influence.Also, studies only looked at changes in attitudes and opinions but did not focus on how people came to have those opinions and if they ever changed.c. Cultivation – The definition of cultivation is the building and maintenance of stable images of life and society Cultivation Analysis: asks the question: “How does media cultivate perceptions and attitudes? And which perceptions and attitudes do they cultivate? Cultivation will compare heavy viewers with light viewers: heavy viewers see things differently than light viewers. Cultivation is rooted in the broadcast era before there were so many platforms for television. Two stages of cultivation analysis:1. Content Analysis (e.g. frequency of violent acts)2. Cultivation surveys (comparing responses of “heavy” and “light” viewers Cultivation’s general findings:- TV’s effect on behavior is slim: on world view great- Heavy viewers of TV are much more likely to give “TV answers” to questions about the world for example when asked about who lives in the world heavy viewers think there are fewer old people than light viewers. Or when asked if the world is a safe place heavy viewers are very likely to say no.d. Ideology - Ideology is “a system of meaning that helps define and explain the world and that makes value judgments about that world. Ideology is related to concepts such as worldview, belief system, and values but it is broader than those terms. It refers not only to the beliefs held about the world but also the basic ways in which the world is defined”(Croteau and Hoynes 152-3). It is important to keep in mind that ideologies change over time (for example gender role). Components of ideology – “The way things are,” what is “normal” and “good”. “Natural” vs. “naturalize” is a large component. To naturalize does not mean to make something natural, it makes it feel natural or treated as it is natural by bringing it into an ideology system. Naturalization – To make something seem natural, the process of naturalization sets aside other possibilities. For example the Modern Family clip watched in class (on Moodle) uses ideology by utilizing the ideologies about neighbors and gender. Some propositions about ideology – 1. The meaning of images is open to interpretation. (It gets complicatedsometimes because people do not always agree on the interpretation. E.g.are they rebels or terrorists?)2. Ideology fixes meaning, or tries to.3. Ideology can never fix meaning once and for all4. Change of meaning is possible, even if it isn’t easy- Ideology often faces contestment- Example: Hilary Clinton running for president brings much contestment to theideology revolving around a woman president.- Example 2: “a woman’s place is in the home” Dominant ideology –- “The dominant social forces in each and every society try to encourage acertain set of values in citizens that fits the particular framework of politicaland economic structures in which they live. Since these values seem sofundamental, they are often taken for granted;


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UMass Amherst COMM 121 - Final Exam Study Guide

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