MIDTERM STUDY GUIDE CH 1 7 CHAPTER 1 TERMS AND REVIEW bounded culture co culture groups with specific but not dominant cultures communication the process of creating shared meaning conventions in media content certain distinctive standardized style elements of individual genres cultural definition of communication communication is a symbolic process whereby reality is produced maintained repaired and transformed from James Carey culture the world made meaningful socially constructed and maintained through communication it limits as well as liberates us differentiates as well as unites us defines our realities and thereby shapes the ways we think feel and act decoding interpreting sign symbol systems dominant culture mainstream culture the culture that seems to hold sway with the large majority of people that which is normative Encoding transforming ideas into an understandable sign symbol system feedback the response to a given communication genre a form of media content with a standardized distinctive style and conventions griots the talking chiefs in orally based African tribes ideogrammatic alphabet a symbol or picture based alphabet inferential feedback in the mass communication process feedback is typically indirect rather than direct that is it is inferential interpersonal communication communication between two or a few people literacy the ability to effectively and efficiently comprehend and utilize a given form of communication literate culture a culture that employs a written language mass communication the process of creating shared meaning between the mass media and their audiences mass medium a medium that carries messages to a large number of people media literacy the ability to effectively and efficiently comprehend and utilize mass communication medium pl media vehicle by which messages are conveyed multiple points of access ability of a literate media consumer to access or approach media content from a variety of personally satisfying directions noise anything that interferes with successful communication oral preliterate culture a culture without a written language papyrus early form of paper composed of pressed strips of sliced reed parchment writing material made from prepared animal skins production values media content s internal language and grammar its style and quality syllable alphabet a phonetically based alphabet employing sequences of vowels and consonants that is words technological determinism the idea that machines and their development drive economic and cultural change third person effect the common attitude that others are influenced by media messages but we are not Communication is the process of creating shared meaning Culture is the world made meaningful It resides all around us it is socially constructed and maintained through communication It limits as well as liberates us it differentiates as well as unites us It defines our realities and shapes the ways we think feel and act Mass media are our culture s dominant storytellers and the forum in which we debate cultural meaning Technological determinism argues that technology is the predominant agent of social and cultural change But it is not technology that drives culture it is how people use technology With technology money too shapes mass communication Audiences can be either the consumer or the product in our mass media system As oral preliterate cultures gave way to literate cultures literacy became the avenue to power and control over one s life Media literacy the ability to effectively and efficiently comprehend and use any form of mediated communication consists of several components o critical thinking skills enabling the development of independent judgments about media content o an understanding of the process of mass communication o an awareness of the impact of the media on individuals and society o strategies for analyzing and discussing media messages o an awareness of media content as a text providing insight into contemporary culture content o a cultivation of enhanced enjoyment understanding and appreciation of media o the development of effective and responsible production skills o the development of an understanding of the ethical and moral obligations of media practitioners Media literacy skills include o the ability and willingness to make an effort to understand content to pay attention and to filter out noise o an understanding of and respect for the power of media messages o the ability to distinguish emotional from reasoned reactions when responding to content and to act accordingly o the development of heightened expectations of media content o a knowledge of genre conventions and the recognition of their mixing o the ability to think critically about media messages o a knowledge of the internal language of various media and the ability to understand its effects CHAPTER 2 TERMS AND REVIEW addressable technologies technology permitting the transmission of very specific content to equally specific audience members appointment consumption audiences consume content at a time predetermined by the producer and distributor audience fragmentation audiences for specific media content becoming smaller and increasingly homogeneous blog regularly updated online journals brand entertainment when commercials are part of and essential to a piece of media content bugs obnoxicons audio high speed Internet access long distance and local phone service multiple phone lines and fax via cable concentration of ownership ownership of different and numerous media companies concentrated in fewer and fewer hands conglomeration the increase in the ownership of media outlets by nonmedia companies consumption on demand the ability to access any content anytime anywhere convergence the erosion of traditional distinctions among media cost of entry amount of money necessary to begin media content production day and date release simultaneously releasing a movie to the public in some combination of theater cable DVD and download economies of scale concept that relative cost declines as the size of the endeavor grows formats a radio station s particular sound or programming content fraction of selection graphic description of how individuals make media and content choices based on expectation of reward and effort required globalization ownership of media companies by multinational corporations hypercommercialism increasing the amount of advertising and mixing commercial and noncommercial media
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