Alger 1 Janine Alger COMM 121 COMPLETE Final Study Guide Week 10 Copyright Protects the sale and distribution of copyrighted material rights held by the owner of the copyright who may not be the original author of the material Intellectual Property Fair Use reasonable exceptions to copyright law o Exceptions Based On Purpose and character of use commercial Transformative Nature of copyrighted material non fiction Amount of original work used less than or greater than 10 Effect upon work s value diminished by non licenses use Infringement Use without permission or payment Napster Case copyright and file sharing through central service o Early music download software that enabled users to share MP3 files online o Napster sued for IP infringement by RIAA RIAA says Napster is not fair use P2P peer to peer file sharing no central service File sharing without a service such as Napster o o P2P networks allow internet users to share digital files including copyrighted music movies and games with other users for free By connecting to a site s servers using specialized software users are able to search each other s hard drives for files and then download them for free Creative Commons Croteau Hoynes p 87 Non profit organization that offers free legal tools to protect the use of creative work while maximizing the amount of material that is available for free and legal sharing use repurposing and remixing o Allows creators to give users specific rights to use their work while giving the creators the option of having some rights reserved o Creators who use a Creative Commons copyright can choose different license options placing varying degrees of restrictions on the use of their work Media influence direct effects or hypodermic model o Two themes 1 from direct to indirect effects 2 from short terms effects to long term effects strong and direct o Hypodermic or magic bullet theory asserted that media influence is o Limited Effects Model LEM sought to measure media induced changed Week 12 in voting and buying Critical of direct effects Indirect effects two step flow priming framing third party effects o Two Step Flow Alger 2 Media 1 Influentials 2 General Population o Priming Mass media attending to certain issues or aspects of an issue thereby increasing the sensitivity of audiences to the significance of such information Example A focus by the media on economic issues can prime audiences to pay special attention to the economic qualifications of a candidate A frame generally refers to the context into which the media o Framing places facts o Third Party Effects We are influenced by what we think other people think Effects vs cultivation o Effects measured were short term what about long term influence Might media be more influential over the long term o Studies only looked at changes in attitudes and opinions and voting and buying behaviors But how do people come to have those opinions that don t change o Best answered with ideology and cultivation o Cultivation suggests that television is responsible for shaping or cultivating viewer s conceptions of social reality o How does media cultivate Cultivation is rooted in the broadcast era o Two stages of analysis Content analysis example frequency of violent acts Cultivation surveys comparing responses of heavy and light viewers o Cultivation s General Findings TV s effect on behavior is slim on world view is great Heavy viewers of TV are much more likely than light viewers to give TV answers to questions about the world Ideology A system of meaning that helps define and explain the world and that makes value judgments about that world The way things are what is normal and good o o Can often present a distorted version of the world o Examination of ideology is concerned with what messages these images send about the nature of the world how it operates and how it should be Agenda setting function of media May not be successful in telling people what to think but it is stunningly successful in telling its readers what to think about o Creates an agenda of issues through the selection of some issues over o Highlights the important role that journalists play in selecting and shaping o Media coverage and public opinion did not match up with real world others the news events Alger 3 For example media coverage and public opinion regarding Vietnam War peaked before the climax of the war Public agenda MEDIA READERS OR AUDIENCES choose to focus on what they find most interesting or pressing this becomes part of what is known as a PUBLIC AGENDA o Very influenced by media agenda o The decisions that news media make have a lot of power over what the public deems to be most relevant Media agenda Media SELECT aspects of reality to focus on and present to the public creates an AGENDA of messages o Media agenda sets certain parameters for the public to construct perceptions or opinions about this reality o Media agenda influences the public agenda o Media s issues and audience s issues are often similar called casual relationship Week 13 Cultural production sectors o o o 1 Dominant Commercial Mainstream 2 Dominant Non Commercial Mainstream NPR PBS 3 Independent Sector movies into mainstream as economic sub sector e g independent films as part of Hollywood 4 Activist Production Democracy Now 5 Community Grassroots production e g Amherst Media Valley Free Radio 2 5 live in relation to 1 even when they re opposed to it o o An imperfect set of categories consider the non dominant edge of the o o commercial mainstream e g Rachel Maddow on MSNBC locating cultural production Still an important reminder of the broader world media making Organizational routines in media production o o 1 Study media and culture by observing how cultural products or texts are made 2 Asking what difference the production context makes to the kinds of content or programs produced Who is doing the work of cultural production How are they doing it What are their production routines What meanings about the world are created and circulated in the process News routines early news coverage of the feminist movement newsroom routines vs movement routines see Notes on Gaye Tuchman Week 13 o Newsroom routines News A set of decisions made by news production personnel about What among all the events and people in the world is important or newsworthy What questions should be asked and what details focused upon Alger 4 What are the competing perspectives Who should represent them as sources Where in the