MC 101 Roberts- Test 2, MCTest 2, Dr. Chris Roberts UA, UA MC 101 Test 1- Chris Roberts

Example of McLuhan's theory

Hot v.s Cold

Hot: Newpapers, informative, Radio, (lots of engagement)

Cold:T.V Shows etc. (not very much engagement)

1. Direct Effect

2. Limited Effect

3. Mixed Effect

Three Approaches of media effects:

Direct Effect

The idea that mass media have complete control over you. **Powerful effects, to get you to do and buy stuff**

Ex: Aristotle, Priming (pics in your head)

The First Model (Direct Effects)

Ex: "vaccine" theory- injecting audience with media

*** No one believes theory is accurate

***ex:^ won't buy car after super bowl commercial

Limited Effect

Media doesn't really have a powerful effect on individual society

Opinion Leader or The two step flow

flow from mass media to another person to me

Opinion Leaders

influential community members who spend significant time with the media

-Most powerful medium is someone telling about media

Mixed Effects

Media affect different people in different ways and at different times

-reality is complex

-Media are gatekeeper

-Media sets agendas

-Media confer status

Gatekeepers

media decides what gets through the gates and published to the people

the Editor decides which can go in

-powerful

Aristotle: Direct effects

Pictures in our head that we refer to

Agenda

Media do not tell us what to think but media tells us what to think about.

-Ex: story about black girl not getting into a white sorority = circulated in all media.

Confer Status

Mass Media help provide society's dominant culutre.

"uses and gratifications"

-Why we use Media

-We use media for entertainment, life style etc.

-ex: 9/11 attack surveillance

T or F

We use media for a personal relationship

-ex: relationships with celebrities via media

"Parasocial interactions" (mixed effects)

Person relationships with celebs through media etc.

Social Learning Theory

we learn how to act from mass media

Ex: Hair-styles like celebs

Third Person Effect

Media effect other people more than you.

ex: actors smoking in movies; you might not smoke becuause, but other people might.

Spiral of Silence Theory

We want to be in the majority, so we're quiet when we are in the minority.

: being a bama fan in the midst of LSU fans

Cumulative Effects theory

over time the effect from commercials builds up from playing over and over again

ex: seeing the nike commercials or the head on commercials

Consistency Theory

We choose media that are consistent w/ our beliefs and, that reinforce our beliefs

ex: harmony in our lives

Cognitive Dissonance Theory

competing ideas in your heads can make your brain hurt

-we like harmony in our thought lives.

Individual Differences Theory

people are different; respond differently to media so we tailor messages to reach the people we want to reach

Cultivation Theory

Real life "The world is more violent than it really is."

Television v.s. Real Life

1/10 people are violent in tv

10/100 are violent

"Real life is more violent than television. "

Luddite

afraid of technology

Postman and what he said

"The Medium is the message metaphor"

-Because we are video focused world we are not good for that.

*-Particular Medium can only substain a particular level of ideas.

-TV is not the place for our debates.

-TV can't do serious things

true

T or F:

Images make no assertions

Print makes assertions

Example of image makes no assertion

-print makes assertions of this

ex: McDonalds

Who wrote the book "Everything Bad Is Good For You."

-Steven Johnson

-"we're all thinkers"

-Video Games can put you in decision making situations

Mass Communication Research

Example: Alf Landon vs. Roosevelt poll

-Readers digest took a poll with 2 million people asking who will win. Poll Concluded: ALF

-Gallop took a poll of 50,000 and those voters said Roosevelt

-Gallop poll was correct: "Choose them strategically."

Four different mass media research types

Theoretical research, applied, measuring audience size and character, Public Opinon

Theoretical Research

Ex: researchers gathering people at disney and showing them a pic of a girl with Bugs Bunny.

-30% responded yes

-But, Bugs Bunny is owned by warner bros.

Applied research

-Technology-(wil the device work and will ppl. buy?)

-Policy-

-Opinion-

-"Might this campaign be effective for women 20-25 years old."

Measure audience size and characteristics

-Radio- Arbitron radio study

-TV- Nielson does the ratings everyday

ex: individual differnces theory- different tv preference based on race

-Internet- Comscore; internet properties

Top 50 US digital media properties for December 2015

-Print- Alliance for audited media

Marketing Research

ex: Scarborough research on Social Media research

Public Opinion Research

-if we want to know what ppl. are thinking ASK THEM

-Example: Gallup surveying company (Trust in Media)

-Ethics in profession in professions

Media Researchers

-Radio:Nielson

-TV: Nielson

-Online: comscore

-Print: Alliance for Audited Media

-Public Opinon- Lots of opinions

T of F: Polling automatically matters because of elections (2015/2016)

True

Magical number for accurate results in a study

-384+/

-if you interview 384 ppl. correctly (large populations) your results will be with 5 % points of "reality" 95% of the time.

Know the normal distribution curve

(68,95,99.7)

Confidence Interval/ Margin of Error

-+ or - figure that tells you the range of wear reality is.

Confidence level

How sure you can be with Margin of Error

ex: if you want more precision ask ppl

-squirrels on the quad: 37,100/384=1/96 (two standard deviations away)

-Up 5 or down 5 with margin of error.

Scientific Polls can work when

-Everyone in the population has an equal chance of being selected

-Question are well written

"Good Questions"

Straw Polls

NEVER RELY ON STRAW POLLS

-not a real poll

-ex: Tuscaloosa had voluntary poll about movies- (not accurate)

Focus Groups

-Ask a question in a small group about a specific topic

Bottom line of Media Research

-Public are a mystery

Five Freedoms of the First Amendment

1.Religion

2.Speech

3.Press

4.Petition

5.Assemble

Example Case of 1st amend

Texas v. Johnson

Burning of the flag, Scalia said it was ok to burn.

The Bottom Line on Speech Protection

Political

Artistic

Commercial

Indecent

-Goes from more important to least important

The Key Areas of Media Law

-Personal Rights-(Defamation, Privacy)

-Intellectual Property Rights-(Copyrights for money)

-News Gathering Rights_

Miltons Marketplace

-A reminder of the 4 theories- Libertarian etc.

-our 10 amendments

Alien and Sedition Acts

-Passed by Congress during Adam's presidency

-Anyone who bashes the gov't gets arrested

-Matthew Lyon- wrote ugly things about John Adams-> Lyon is arrested-> Election of 1800 is a tie between Adams and Jefferson-> Lyon is on house of reps, makes final vote and jefferson wins.

-Alien and Sedition acts are eradicated.

Who's the Press?

-There's really is no definition

-"Congress shall make no law"

The Balance Effect

-Congress has balanced 1st amendment rights and other things that matter more

-sometimes fist amendment win and sometimes it doesnt

Political Speech (Balance)

-Most Protection, More things against it.

ex: burning of the flag and it's ok to lie about being a veteran

Public Awareness (Balance)

-Gov't balances free speech with radio and tv

-Radio and TV have Less protection

Internet Protection...

-has the same amount of freedom as print.

-(print has good freedom)

Security (Balance)

Example: During Nixons presidency, Gov't officials higher rand corp for evaluation of vietnam, Daniel Ellisberg copies 'Pentagon Pprs" Newpapers print, goes to court

-Result: Prior restraint

-Publishing info about u.s. troops is wrong.

Prior restraint

When the gov't says you're not allowed to say/print something

Public endangerment

-Endangering public with speech

-Threatning; case by case

ex: UA threat to killing all greeks (illegal)

Time, Place, and Manner

-Restrictions

-Time, place, and manner NOT CONTENT

-UA Fraternity parties- signing for a statement

The key areas of Media Laws

...

Defamation

-If you say something that is not true and unsure somebody they can take action

Libel and Private Figures

you have to prove:1. Published

2. Indentified

3. Innaccuracy

4. Hurt Reputation

5. Reckless Disorder

-ex: Lots of celebrites sue but lose

Example Libel Lawsuit: NY Times v. Sullivan

-Ny times claimed montgomery pd arrested innocent blacks

-Sheriff Sullivan sues

-Ny times wins

-Gov't says journalists need breathing for mistakes

-ppl have better chance of winning libel suits than public figures.

Recent example of libel law

-Random person claiming James Woods does cocaine

-he can pursue in court

-possible defamentation

reckless disregard for law an/or malice

what does a public figure have to prove for a suit to be libel?

no

is the bullet theory real?

no

is the McDonald's logo an assertion?

1. What's your problem?

2. Why not follow the rules?

3. Who wins, who loses?

4. What's it worth?

5. Who's whispering in your ear?

6. How's your decision going to look?

The Why's and How's to making ethical decisions:

Whats your problem?

what is your ethical issue?

not everything is an ethical issue

why not follow the rules?

laws and ethics are not the same thing

- what is ethical is not always legal and what is legal is not always ethical

true

One can be dishonest, unprincipled, untrustworthy, unfair, and uncaring without breaking the law

codes of ethics

...are helpful but not sufficient

who wins, who loses?

conflicting loyalties to audience, employer, staff, profession, society, etc.

cognitive dissonance

competing ideas in your head can make your brain hurt because it's the opposite of what you believe

whats it worth?

values determine what you believe which determine how you act which play into your skills/roles which leads to your behavior

who's whispering in your ear?

absolutist vs situational vs virtue ethics

absolutist (deontological)

follow rules regardless of situation

categorical imperative

categorical imperative

do only what you want to be a universal law

treat people as ends and not means

situational (teleological)

making rational decisions depends on situation

utilitarianism

utilitarianism

do most good or least harm but don't treat people as a means to an end

virtue ethics

become good person by doing good things

Golden Mean

golden mean

find people who are virtuous who will make right decisions and emulate those people

how is this going to look?

are you going to be able to justify it?

integrity

ultimately, ethics is about...

you have to make a choice

the bottom line with ethics is that...

standards of choice, what matters more or less to you

values are....

Some gets more protection than other types of speech

-Political speech gets more

-Artistic speech gets a lot

-Commercial speech gets less

-Indecent speech gets least

Bottom line on speech protection:

speech

press

religion

assemble

petition

5 freedoms on 1st amendment:

personal rights

intellectual property rights

news gathering

3 key areas of media law:

its illegal for anyone to say anything bad about government

alien and sedition acts:

privacy

personal rights:

right to make $ off of something you created

intellectual property rights:

education

how well you can keep yourself entertained and occupied when theres nothing to provide entertainment for you

luddite

someone who is afraid of technology

Mcluhan

"The median is the message"-

particular media can only sustain a particular level of ideas

"The medium is the metaphor"- postman

do not rely on media for all entertainment

1st point

don't require entertainment with your information

2nd point