RTF 305 Exam 1 Study online at quizlet com 1m52o2 1 History and Theories 2 Information Society Chapter 1 The exchange of information is the predominant economic activity Telephone 1962 with AT T Print Media 1960s Film 1974 with Star Wars Video Games Developed in 1962 Recordings First CD in 1982 Cable Satellite TV 1998 converted to digital Broadcasting HDTV replaced conventional tv in 2009 3 Digital Media impact on society 4 Convergence Digital Technological Economic 5 Telecommunications Act of 1996 6 Conglomeration 7 Evolution to an information society Communication 10 The SMCR Model 4 5ths of Internet users watch video online 10 hours a month 3 4ths of Internet users visited the Internet for political purposes Young adults are no longer reachable by conventional mass media cell phones online communities and video games The integration of mass media computers and telecommunications Deregulated media companies publishing broadcasting cable satellite telephones hoping to spark competition and lower prices Resulted in mergers and bankruptcies When one company owns large numbers of companies in various mass media TV radio publishing movies and Internet Comcast The Walt Disney Company As standardized media products were distributed to ever expanding mass markets 8 Oral Communication Preagricultural societies had oral traditions Illiad and Odyssey folk tales songs 9 Written Agricultural Society literacy common amongst priests and upper classes A model of mass communication Source the originator of communication Message the content Encoder translates the message into a form that can be communicated Channel the medium of transmission to relate the message Decoder reverses the encoding Receiver destination of the message Feedback Mechanism between the source and the receiver that regulates the flow of communication Noise any distortion or errors during the exchange 11 Types of Communication Simply the exchange of meaning Intrapersonal talking to yourself Interpersonal two or more people Group three or more people Small Group fewer than a dozen people Large Group 12 to 100s of people 12 Industrial Society and Communication Johannes Gutenberg s printing press allowed mass production of texts and improved literacy among the people Newspapers and magazines 13 Narrowcasting 14 First Copy Costs Marginal Costs Media targeted to a specific segment of the audience Everything that goes into making the master print For Harry Potter it would be salaries of actors production costs buying the cameras making the sets The incremental cost of each additional copy or unit of a product newspapers and magazines have a high marginal cost while tv radio and websites have no marginal costs 15 Economics of Scale When media companies combine their companies and slash the staff Example Independent local newspapers are combined under one management so that a single advertising office serves two papers instead of one 16 Integration Vertical Horizontal 17 Cross ownership 18 Monopoly Oligopoly Duopoly 19 How Media Makes Money Purchasing all levels of production studio editing distributing and move theaters Purchasing all competing companies in the same industry Buying radio broadcasting companies When the same company owns several types of media If one company owned the local newspaper local radio and local TV station A single company dominates the market Apple A few firms dominate the market Two companies dominate Direct Sales when consumers pay to purchase a product iPods Rentals when consumer pays to borrow a product Retail buys from manufacturer and makes a profit from renting it out multiple times DVDs Subscriptions Payments are made for a continual service instead of a single product Newspapers Cable Usage Fees Admission fees to the movies or pay per view on TV Advertising Main source for most newspapers TV and Radio Advertisers buy commercial time Syndication Media is rented to media outlets instead of consumers Reruns of old movies and shows License Fees Compensate media creators for the use of their original content Royalty fee for musicians Subsidies Government funded programming such as PBS Voluntary donations made my corporations foundations and viewers like you Kickstarters When people decide what stories get aired and what don t 20 Gatekeeping 21 Agenda Setting Who sets the public agenda 22 Hegemony 23 New Media Economics The use of media to create a consensus around certain ideas Brainwashing Internet means personalization to the extreme Target programming targeted ads Google charges for prime space and only per click Inspired by Karl Marx Analyzes patterns of class domination and economic power Oppression of women and how it is perpetuated by the media 26 Media Criticism Looks at media as a type of literature and applies the traditions of literary criticism Focuses on genres Also looks at symbolism 27 Postmodernism Are we in one right now We have moved from an economic determinism to a cultural determinism There is no universal truth what you think is as valid as what anyone else thinks The study of how successful media technology is and why it is so Looks at price social norms the first to use these innovations A critical mass number of people need to adopt the new thing for people to go along with the trend Innovators Early adopters Early majority Late majority Laggards Technology drives social change It is the dominant social force and the medium is the message The way we think is determined by what media we consume 1 How media makes a damaging concept of masculinity 2 How advertising depicts women Chapter 2 24 Political Economy 25 Feminist Studies 28 Diffusion of Innovations 29 Technological Determinism 30 Tough Guise Killing Us Softly 31 Effects and Research Strategies 36 Multi Step Flow The audience follows the opinion of leaders that interpret the media 32 Different Methods of studying Media Impact 33 Uses and Gratification 34 Social Learning 35 Magic Bullet Theory hypodermic 37 Selective Processes 38 Cultivation Theory 39 Priming 40 Strong vs Weak Effects 41 Propaganda 42 Catharsis 1 Content Analysis characterizes the content of the media Has television become more violent over the years 2 Experimental Research studies media effects under controlled conditions Bandura s Bobo doll 3 Survey Research Administering questionnaire s to random samples 4 Ethnographic Research Naturalistic observation Sherry Turkle observed people using the internet in libraries and comp labs We actively select media
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