34 Cards in this Set
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Media Is?
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The product of the interaction between media sources, channels, content and audiences. Traditional definitions focus on messages that originate from some insitutional source, travel through some channel, and reach a large anonymous audience. Today the nature has changed with new electric …
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Media Source
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Refers to the specific person or group of people who produces messages for audiences, including new, advertising, and entertainment programming.
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Media Channels
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Refers to the means used to transmit a message.
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Media Content
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Refers to the programming carried by the Media Channel and produced by a media source organization.
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News Media
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Designates a specific type of media organization that is concerned with reporting current events.
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Entertainment Media
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Refers to organizations such as a motion picture studios or the entertainment divisions of the major networks that are primarily concerned with non - news programming.
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Media Audiences
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Refers to the group of people who can potentially receive media content.
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Media Persuades Us
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Media content, channels, and sources do this by creating knowledge about products and people and their place in our culture we purchase products and goods/services based on the words and images selected for us by advertising professionals.
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Media Sources Present Us With Mediated Realities
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Our formed thoughts on the world, people, or an organization based on what the media has showed us, not what we have seen ourselves.
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Media Sources are Profit making Businesses
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The function of media is to attract the audiences for advertisers. It is impossible to separate media sources to and economic and political system in which they operate. We don't always receive the most objective coverage as a result of this.
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Media Literacy
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The ability to access, analyze, evaluate, and communicate information in a variety of forms. Builds an understanding of the role of media in society as well as essential skills of inquiry and self - expression necessary for citizens of democracy about becoming literate in all forms of med…
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How to Become Media Literacy
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- Learn how to find mediated messages.
- Analyze and evaluate mediated messages.
- Become more competent producers of mediated messages.
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Digital Divide
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- A social issue referring to the differing amount of information between those who have access to the internet and those who do not.
- Digital disparity in our country, some people have access to TV, media and phones but others do now.
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5 Media Channels
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1. Internet - Fast Method for Communicating.
2. Social Media
3. TV
4. Radio
5. Print Media
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Digital Convergence
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Describes the integration of voice, video and data technologies. Media sources can use this to route media consumes to other media sources.
(Ex. Watching a movie on your phone or reading a newspaper on the computer)
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Priming
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The activation, often consciously, of certain associations, thus predisposing one's perception, memory or response.
(Ex. Kids repeating violence they see on TV)
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Gatekeeping
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Who decides what we are going to hear about and what we are going to read about; have the power to decide over local news & world news; also they prioritize the news-how long is a story going to be talked about?
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Agenda Setting
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The ability for mass media to bring an issue to the public. What gets media attention and what doesn't.
- Media effect is "what to think about" instead of "what to think"
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Framing
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-The power of the media to influence how events and news are interpreted
- Significant because the media has the ability to influence how the public views any topic
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Corporate structure of media--Media monopoly
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- Term used to suggest that media corporations are so large, powerful, and interconnected that alternative voices to their economic and political power cannot have their views aired.
Critics feel as though a "media monopoly" is dangerous to our society because it may lead to less diversi…
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Product placement
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Advertisers pay to put their products into TV shows and movies where the audience will see them.
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Hypodermic Needle Model
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Is a model of communications suggesting that an intended message is directly received and wholly accepted by the receiver.
(Its suggests that the media injects its message straight into the passive audience)
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Gain - Frame -
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Emphasizes Benefits - "Using sunscreen can help you avoid skin cancer"
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Loss - Frame
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Emphasizes Losses - "Not using sunscreen can lead to skin cancer"
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Stages of "Planned" Strategic Communication Campaigns:
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1. Formative Research: Why and for whom?
2. Develop Strategy: How affect change?
3. Implement & Evaluate Tactics: "Do" "Watch"
4. Corrective Loop: Next Time?
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Community Relations:
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"An institution's planned, active, and continuing participation with and within a community to maintain and enhance its environment to the benefit of both the institution and the community."
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Diffusion Theory
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The best way to spread a message isn't to send over mass media but use key opinion leaders - face to face interaction.
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Formal Communication Flows in Three Ways:
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1. Downward Communication
2. Upward Communication
3. Horizontal Communication
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How do you Critique Resumes using 4 - Quadrant Rule?
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- Fold resume into 4, and seeing if there is equal amounts of text white space, etc in each 1/4.
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Four Types of "Communication skills you will need on the job"
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1. Competent Work Place Communication
2. Cross Cultural Skills
3. Conflict Management Skills
4. Customer Service Skills
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Examples of media literacy
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Being able to read a book, understanding when a scary part in a movie is coming up when the background music changes, navigating a website, ability to attach a document to an email and send it etc. etc.
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Describe "Theory - Driven Messages:
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- External inducements often in emotional nature that are designed to increase... drive to undertake some course of action.
(Ex. Attendance policy - motivates people to go to class)
(Ex. Make people feel guilty about disabilities so they will donate to special olympics)
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Motivational Appeal
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An external inducement, often of an emotional nature, that is designed to increase an individual's drive to undertake some course of action.
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Extended Parallel Processing model
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- Technique to create perceived threat
- Vulnerability and seriousness (convince them)
- Perceived efficacy -give them solution to the threat
- Self efficacy -you personally can do something
- Response efficacy -by following plan you can do something
- Fear control -if efficacy isn't…
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CDAE 024:Exam 2