COM 121

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  • COM121- MEDIA THEORIES
    • Social Learning Theory (1961)
      • Modeling (imitating) theory
        • What we see, we do (violence in children)
        • Bobo doll study
    • Cognitive Dissonance
      • Ideas that conflict with ones people hold and generate psychological anxiety and displeasure
        • People seek to avoid
      • Festinger
      • Consistency/psychologicaltheory
    • 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
    • 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
    • "Hot and Cool Media"
      • Audience participation
      • Hot
        • Full of data, easy to understand, requires low audience participation
          • LCD (Lowest Common Denominator)
        • Ex: "Step Brothers"
      • 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
    • 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
    • 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
    • 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"
    • Media Aesthetics
      • Auxiliary/external elements  that make a production memorable
        • Add meaning
        • Lighting, sound, music, camera angles, editing, makeup
      • Media version of semiotics
    • 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

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