TEL-T 205 : EXAM 1
48 Cards in this Set
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Automaticity
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We are being influenced without knowing it.
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Media Literacy 7 Skills
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1. Analysis
2. Evaluation
3. Grouping
4. Induction
5. Deduction
6. Synthesis
7. Abstracting
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Analysis
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Breaking down a message into meaningful elements.
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Evaluation
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Judging the values of an element.Grouping
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Grouping
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Determining which elements are alike in some way
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Induction
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Inferring a pattern across a small set of elements.
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Deduction
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Using general principles to explain particulars
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Synthesis
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Assembling elements into a new structure
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Abstracting
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Creating a brief, clear, and accurate description capturing the essence of a message.
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Media literacy
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Set of perspectives that we actively use to expose ourselves to the mass media to interpret the meaning of the messages we encounter.
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Dimensions of Media literacy
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1. Cognitive
2. Emotional
3. Aesthetic
4. Moral
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Why is media literacy a continuum? Not a category.
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Media literacy varies from person to person.
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Information Processing Tasks
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1. Filtering
2. Meaning Matching
3. Meaning Construction
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Filtering
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Are you paying attention to a message?
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Meaning Matching
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Do you know what the message is?
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Meaning Construction
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Personal meaning.
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Subliminal
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Physically happens outside of human ability to see.
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Subconscious
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Physically able to notice, but you don't notice. (Inserting hidden words in commercials)
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Exposure States
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1. Automatic
2. Attentional
3. Transported
4. Self-Reflexive
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Mass Audience
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Heterogeneous, anonymous, no interaction among members, no social context. (started around WWI to understand propaganda)
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Niche Audiences
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1. Geographic
2. Demographic
3. Social Class
4. Geodemographic
5. Psychographic
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VALS typology
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There are THINKERS, ACHIEVERS, EXPERIENCERS, BELIEVERS, STRIVERS, and MAKERS. This is used to find a specific audience to market to a specific group.
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Strategies for niche building
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1. Appeal to existing needs
2. Cross-media promotion
3. Conditional audiences
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Children as special audiences
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THey are at a greater risk for media manipulation
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4 Stages of Cognitive Development
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1. Sensorimotor
2. Preoperational
3. Concrete Operational
4. Formal Operational
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Mediation
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Actively restricting what kids can/can't watch.
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Coviewing
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Observing media together.
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5 Stages of Media Development
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1. Innovation (Marketing/Technological)
2. Penetration (Public acceptance)
3. Peak
4. Decline (Other media takes its place)
5. Adaptation
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Players in economic game
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Consumers
Advertisers
Media Companies
Media Employers
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Return on Revenue
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Profit after expenses / total profit
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Return on Investment
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profit after expenses / assets invested
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Conglomerates
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Multiple revenue streams. Market across media
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Scale Economies
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As scale increases, profit increases. Product cost goes down.
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Scope Economies
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Achieved through multiproduct production
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Expressive writing
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Proven to make people feel better.
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Magic window
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How children see TV. We learn it is not real.
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Constraints on coverage
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1. Deadlines
2. Resource limitations
3. Geographical focus
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Statistical and normative deviance
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News covers things that are unusual.
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Shift in journalistic priorities
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From significance/proximity to conflict/appeal to emotions/ visualization
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Degrees of Objectivity
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Fabrication
Bias
Partial Story
Context
Balance
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Agenda setting
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News shapes perceptions of importance of social issues.
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Cultivation hypothesis
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Heavy viewers assume the TV world = real world.
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Framing
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Angle of story influences public reactions.
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3 Major Dramas
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Drama
Comedy
Romance
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Constraints on TV
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Compelling and simple. Prevent channel changing
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FCC
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Federal Communications Commission guidelines. 6-10 pm restrictions.
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Why do we stereotype?
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People are cognitive misers
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Simplified extended conflict
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Drawing out conflict so people are more attached.
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TEL-T 205: TEST 1