COM 121
- Created by: Samantha C
- Created on: 18-03-18 16:57
View mindmap
- COM121- MEDIA THEORIES
- Social Learning Theory (1961)
- Modeling (imitating) theory
- What we see, we do (violence in children)
- Bobo doll study
- Modeling (imitating) theory
- Cognitive Dissonance
- Ideas that conflict with ones people hold and generate psychological anxiety and displeasure
- People seek to avoid
- Festinger
- Consistency/psychologicaltheory
- Ideas that conflict with ones people hold and generate psychological anxiety and displeasure
- Spiral of Silence
- People who hold views that they think are not widely held tend to keep quiet
- ex: Trump supporter
- People who hold views that they believe are widely accepted tend to state their views strongly
- Leading to a spiral in which certain views tend to be suppressed while others gain increased prominance
- Elizabeth Noelle-Neuman
- People who hold views that they think are not widely held tend to keep quiet
- Uses and Gratifications
- Katz (1959)
- NOT an effects theory, rather an active theory
- Researches should pay attention to the way audiences use the media & the gratifications they get from their use of the media
- Focus on how audiences use the media, not how the media affects audiences
- Researches should pay attention to the way audiences use the media & the gratifications they get from their use of the media
- "Hot and Cool Media"
- Audience participation
- Hot
- Full of data, easy to understand, requires low audience participation
- LCD (Lowest Common Denominator)
- Ex: "Step Brothers"
- Full of data, easy to understand, requires low audience participation
- Cool
- Low in data, more complex, makes you think, high audience participation
- Ex: Hamlet, The Odyssey
- Hypodermic Needle Theory
- All members of an audience read a text the same way and get the same things out of it
- Generally discredited now
- Media inject their message to one and all
- All members of an audience read a text the same way and get the same things out of it
- Cultivation Theory
- Gerbner
- Heavy viewers of TV will begin to view the world more dangerous than it really is
- "A dark, scary place"
- Causality & Correlation
- Causality
- "if x, then y"
- Similar to Hypodermic Needle Theory
- Correlation
- "if x, then maybe you have y"
- Possible relationship
- The proper one
- Causality
- Cultural/Media Homogenization
- The media of mass communication are destroying Third World cultures & regional cultures
- Leads to a cultural sameness, standardization, or homogenization
- Imperialism/"Coca-Colonization"
- Idea that the elements of our culture are popular worldwide
- Whopper Virgins
- Idea that the elements of our culture are popular worldwide
- The media of mass communication are destroying Third World cultures & regional cultures
- Biometrics
- A dark side of computing/ more intrusive
- The ability to analyze/identify people by physiological/biological means; beyond paper
- Finger scans, retina scans
- Post-modernism (1960s)
- Reaction to modernism (1940-1959), which was a rigid set of rules
- Rejection of this idea
- No framework
- Guidelines exist, but are looser
- "Anything goes"
- Reaction to modernism (1940-1959), which was a rigid set of rules
- Media Aesthetics
- Auxiliary/external elements that make a production memorable
- Add meaning
- Lighting, sound, music, camera angles, editing, makeup
- Media version of semiotics
- Auxiliary/external elements that make a production memorable
- Agenda Setting
- McComb and Shaw (1972)
- TV news- "if it bleeds, it leads"
- Media has the ability to raise or lower the importance of issues
- Related to Cultivation Theory
- Social Learning Theory (1961)
Comments
No comments have yet been made