media, community, and citizenship midterm

automaticity

mental state mines operate without conscious effort from us

- We encounter most message in this state of mind

advantages of automaticity

efficiency

disadvantages of automaticity

miss media messages, message fatigue

[7] skills of media literacy

analysis, evaluation, grouping, induction, deduction, synthesis, abstracting

factual info

raw, unprocessed, context free information

Social information

learn from observing others

The continuum of media literacy

not categorical

Filtering

Deciding whether to ignore or pay attention to media message

- Programmed filters

- (behind the scenes)

- Ex: emails going straight to spam

Media influence filtering!

- Selective expose

- Tendency to favor information that confirms what we already know about the world. Avoids opposing information

Filter bubble

- Restriction of a user's perspective that can be created by personalized search technologies

- Ex: facebook feeding it's algorithms and getting us to buy more things

Meaning matching

matching symbols with their denoted meanings

Competency

- Ability to recognize symbols and their denotative meaning

- Ex: emojis

Meaning construction

- Making sense of (constructing) the meaning of a message

- Subjective process!

frames

Personal experiences that we use to interpret media messages

states of exposure

automatic, attentional, transported, self-reflexive

automatic state of exposure

physically exposed, but not aware of/processing the message

-ex: watching tv while doing hw

attentional state of exposure

aware of the message/actively engaged with the message

- ex: just listening to music and focusing on that

transported state of exposure

lost sense of separateness from the message; "lost" in the media

- ex: playing of watching a movie and forgetting everything around you

self-reflexing state of exposure

aware of message AND its effect on you fullest degree of awareness

Niche Audience

small(ish) audience defined by a shared interest or need

media producers ______ niche audiences

construct

increasing complex methods for _______ audiences

segmenting

central product that media produce are selling in the tv echoey ________

audiences attention

segmenting methods

geographic, demographic, social class segmentation, geodemographic psychographic

Geographic segmentation

audiences divided by geography, location

demographic segmentation

- Audience divided by distinct by stable characteristics

- Race, class, age, income level, marital status

Social class segmentation

divided by attitudes about money; saving, spending

Geodemographic segmentation

People chose to live in neighborhoods with other people like them

Psyhciographic segmentation

Measure beliefs, attitudes, behaviors motivations

Cross-vehicle promotion

- Promote media messages through other outlets to increase exposure

- Increase revenue, keeps cost low

federal communication act of 1934

FCC created to regulate ALL mass media

Deregulation in the 1980s

- 1981 mark fowler becomes chair main of FCC

- FCC overturns existing regulation, reduces oversight

- Period of mass deregulation and media conglomeration

[1996] telecommunications act

- Overhauled the 1934 federal communications act

- Commercial internet regulated for the first time

- Claimed to foster competition through further deregulation

- Resulted in massive media conglomeration and consolidation

Life cycle pattern of media industries

1. innovation Stage

2. penetration stage

3. peak stage

4. decline stage

5. adaption stage

Trend towards convergence

- Convergence

- Blending together of previously separate channels and communicate

- The internet

long tail marketing

strategy of targeting a large number of niche markets with a product or service

Lowest common denominator principal

- Avoid themes, languages, characters,etc

- Might offend or a alienate

- Appeal to many, offend a few

- Oldish strategy

---Ex: Andy Griffith Show

talent

ability to attract large audiences

Ex: taylor swift's influence

the role of advertising is ________

the engine

crucial role in our economy

Direct support

Buying media product

Ex: subscribing to netflix

Indirect support

- Buying advertised products, giving attention to ads

- Support can be split! (ripped off in some way)

---Ex: hulu ads even though your buying it

Economics of scale

- Fixed cost decrease as output expands

- Variable cost increase

- Certain media- no variable costs!

- Larger audience =/ more costs!

Economics of scope

- Increased revenue through multi- product production

- Create variations of products

----Ex: disney creating more places to watch disney

- Similar to cross production

Horizontal merger

Buying another company of the same type

Ex: 2 newspaper companies become one

Vertical merger

Buying up supplies and distributions

Conglomerate merger

Companies buying other companies of various types

Ex: GE & CBS are on in each others best interest

Elaboration likelihood model

Explains how we process messages

Central route

Critically evaluate messages

Peripheral route

Distracted by messages cues

Ex: celebrity spokesperson, athletes, sexual imagery, aesthetics, good editing, humor and fear

3rd person effect

Others are affected but "not me"

Ex: media consumption reflection

Sleeper effect

Overtime we forget source of false information

Social comparison theory

Natural tendency to compare ourselves to others media character = "extreme" people

Magic window theory

Children view tv as a window to reality regardless of content

No longer true, more complicated

NEXT STEP REALTY

1. Plausible messages we can identify with and relate to

2. Messages that are more exciting than everyday life

Bumpers

Five- second blurs between ads and shows

Host selling

Using kids shows tv host to sell product

Ex: bley trying to get kids to go buy things

[4] parental regulation styles

- imposing restrictions

- co-viewing

- active mediation

- MPAA Ratings/V-chips

Imposing restrictions

regulate quantity, type, time with media

co- veiwing

Viewing media with children

Active mediation

Pointing out positive and negative behaviors

MPAA rating | v chips

⅓ parents rely on this

[4] adults cognitive abilites

- field independency

- crystalline intelligence

- fluid intelligence

- conceptual differentiation

emotional intelligence

Ability to understand and control emotions

Contexts of children's media violence

- glamorous, sanitized, funny

- done by attractive heroes that go unpunished

- justified and unpunished

- hyper-realistics, consequences-free

what is Social learning

- Tendency to look to others for appropriate social behavior

- Media is a powerful storytelling engine!

- We have innate storytelling ability!

Para-relationship

Feeling of meaningful connection with characters in media

Multidimensional media messages 4 layers of media

cognitive, emotional, moral, asethics

cognitive meda messages

Refers things we learn from media messages

emotional media messages

Producers evoking emotions form you

moral media messages

Values being aimed at us

aesthetic media messages

- Production elements

- Music used, lightning

when was the printing press invented

1440

birth of the penny press

[1833] Benjamin Day launches "The Sun"

1 cent single sheet newspaper

highly sensationalized

simple language

incorporated advertising

Yellow Journalism

provocative, misleading, tabloid style news

Objective journalism

- [1886] New york times tried different style of news

- Neutral, impartial, informatice news

- Objective journalism eras of 'big news'

- Mass broadcast, highly profitable new period

Political philosophy perspective

news should keep people up to date and informed

should be objective

responsibility to democracy

news have incredible social, political, economic influence!

The fourth estate

Unofficial branch of gov. That checks power of other branches

[2] Professional journalism perspective

- Held by journalism themselves

- Journalist have responsibilities to inform

- Should avoid editorialization:

- Express opinion rather than tell news

- Practical constraints share news production

Constraints shaping news production

[1] constant deadlines

[2] limited access to sources

[3] limited financial resources

[3] news story formulas

Inverted Pyramid Formula

Entertainment Formula

Simplified Extended Conflict

Invented pyramid formula

Craft story in order of importance

Entertainment formula

Begin stories with shocking information that grabs audience attention

Simplified extended conflict

Simply and polarize an event: draw it out as long as possible

Ex: political elections/political issues

economical/ marketing perspective

- Held by owners, critics

- News exist to make money!

- Strongest force shaping news is commericalism

- Financial pressure to capture attention

contextual bias

Abscenes of historical,social, political, context

commercial bias (entertainment)

Attention- grabbing, entertainment, soft, marketable news

Agenda setting

news media has power to select and emphasize what is important

this power is decreasing!

led to massive polarization

audiences are ______ becoming more niche

fragmenting

Public relations history:ivy lee

- Considered father of public relations

- Began career as a journalist

- Press release

press release

Official statements to the press and and way of exerting over news stories

history:edward beernays

- Nephew to sigmund freud

- First to write textbooks, teach classes on pr

- Committee on public information (CPI)

- Argued pr manipulation essential to democracy

- Without manipulation, chaos, and disorder

- Worked w/ powerful companies

- Nazis drew heavily on his work

Committee on public information (CPI)

Gov propaganda effort that encouraged support of WWI in the US

Propaganda model of news

democracy manipulated by media

news more interested in profits than informing public

5 filters that shape news

1. Ownership

2. Advertising

3. Sourcing

4. Flak

5. Fear

ownership filter

- Profit motive creates inherent bras

- News biased in favor of corporate interest (those who own)

- Objectivity often sacrificed when conflicts of interest arise

Advertising filter

- Advertisers compete to cover the cost of production

- Audience attention is the central product

- News is simply filler to attract audiences

- News that conflicts with advertisers is censored

sourcing filter

- news has symbolic relationship with elite sources

- journalists concentrate where news exists

- journalists who offend sources, denied access

- news reluctant to offend sources, lose money

expert

red flag

flak filter

- negative response to news stories

- letters, phone calls, lawsuits, petitions, etc

- efforts to discredit anyone who challenges corporate news narrative

fear filter

news exploits fear, encourages hatred of out groups

goal is to marginalize undesirables, scare everyone else

scared people accept authority

scary portrayals of enemies used to silence critics