Comm Quiz 4 part 1

Cultivation Theory

a perspective on media use that emphasizes the impact media exposure has on individuals

George Gerbner

communication professor who was a leading researcher on media violence; he estimated that by the age of 18, the average U.S. viewer has witnessed 32,000 murders and 40,000 attempted murders on television

TV

Cultivation theory covers how ___ can change people's views on certain issues

Social media

Gerbner thought that gender, sexuality, and ethnicity did not predict behavior as much as time on ____ did

3 prongs

institutional process analysis, message system analysis, cultivation analysis

Institutional process analysis

1st prong

Message system analysis

2nd prong- sit down with people and objectively figure out and look at facts

Cultivation analysis

3rd prong- do survey and how they compare

Resonance

Cultivation occurs with ___ since if TV mirrors something in your life, it will have much more of an impact

Mean World Syndrome

the cynical mindset of general mistrust of others subscribed to by heavy TV viewers

perception

You may see things on TV and that may inflate your _____ of things

Crime

____ has gone down but media makes us think it is going up

Semiotics

the study of signs and symbols and their use or interpretation

Sign

Inseparable combination of the signifier and signified

Signified

the meaning we associate with the sign

Signifiers

Physical form; the culturally constructed arbitrary words or symbols that people use to refer to something else

Signifer

A white shirt of a political figure is the ____

Signified

The meaning of the white shirt of a political figure is the ____

Referent

Some signs have external physical forms

Triadic model

Peirce's view of the relationships among the object (referent), representamen (signifier), and interpretant (signified)

Referents

Myths and concepts do not have ____

Referent

McDonald's symbol: the store is the ___

Signified

McDonald's symbol: the fast food is the ____

Signifier

McDonald's symbol: the M, colors, phrase are the ___

Denotative sign system

descriptive without ideological content; what it literally is

Connotative sign system

Associated, indirect and sometimes covert, meanings and interpretations that a culture connect with a sign

symbolic signs

the correlation to a word and and/ or a mental concept of the thing - there is no direct representation of the world - arbitrary - i.e. red = danger

symbolic signs

You are just taught what it means

Iconic signs

signs that represent a thing itself and always bear some resemblance to the object to which they refer

Indexical signs

signs where the signifier is caused by the signified, e.g., smoke signifies fire.

paradigm

a model or example

commutation test

Simply asks whether a difference makes a difference. If this were changed, how would the meaning of the text be affected?