Communication Theories Review

Flashcards covering key terms and definitions from chapters 21-27, including Agenda Setting Theory, Spiral of Silence Theory, Uses and Gratifications Theory, Cultivation Theory, Media Ecology Theory, and Face-Negotiation Theory.

Agenda Setting Theory (AST)

Media doesn't tell us what to think, but what to think about.

Surveillance (AST)

Media helps people notice important events/issues.

Correlation (AST)

Media helps people understand how events fit together.

McCombs & Shaw Study (1968)

Found a strong link between media coverage and what voters thought was important.

Broad media agenda

What issues are covered by media.

Attribute agenda setting

How issues are presented via framing and priming.

Framing

How something is presented (angle or emphasis).

Priming

Media exposure affects how we evaluate issues/people later.

Spiral of Silence Theory (SST)

People tend to stay silent if they believe their opinions are in the minority, due to fear of isolation.

Pluralistic ignorance

Believing your view is unpopular when it may not be.

Ubiquity (SST)

Media is everywhere.

Cumulative (SST)

Repetition reinforces opinions.

Consonance (SST)

Media messages are similar across platforms.

Public Opinion (SST)

What people are willing to express in public.

Train Test (SST)

Hypothetical scenario showing people won’t speak up when they feel outnumbered.

Dual climate of opinion

Difference between actual public opinion vs. what’s publicly expressed.

Hard Core (SST)

People who hold strong opinions and speak out regardless of popularity.

Uses and Gratifications Theory (UGT)

People actively choose media to fulfill certain needs.

Mass Society Theory

Early belief that media had direct, powerful effects.

Limited Effects Model

Media has varied effects depending on individual differences.

Herzog’s Study

First to study why people choose media (e.g., soap opera listeners).

Para-social interaction

One-sided relationships with media figures.

Information

Learning and surveillance (McQuail/Katz Needs).

Personal Identity

Reinforcing values (McQuail/Katz Needs).

Integration/Social Interaction

Connecting with others (McQuail/Katz Needs).

Entertainment

Escape and enjoyment (McQuail/Katz Needs).

Active audience

People make choices based on needs.

Utility

Media has a practical use.

Intentionality

Purposeful media use.

Selectivity

Picking specific content.

Imperviousness to influence

People resist unwanted messages.

Activeness

Using media with intention and control.

Cultivation Theory (CT)

Explains how long-term exposure to TV shapes perception of reality.

Transmissional Perspective (CT)

Media sends messages.

Ritual Perspective (CT)

Media is part of daily life and shared experiences.

Annual Violence Index (CT)

Measures TV violence over time.

Mainstreaming (CT)

Different people develop similar views.

Resonance (CT)

When real life mirrors TV, effects increase.

First-order (CT)

General beliefs (e.g., crime rates).

Second-order (CT)

Attitudes/values (e.g., trust in others).

Mean World Syndrome (CT)

Viewers think the world is more dangerous than it is.

Media Ecology Theory (MET)

Study of how media and communication affect human perception and understanding.

McLuhan’s View (MET)

Media shape how we think and experience the world.

The Medium is the Message (MET)

The way we get information is more influential than the info itself.

Time-biased (MET)

Durable (e.g., stone tablets).

Space-biased (MET)

Portable, fast (e.g., social media).

Hot Media (MET)

High definition, less participation (e.g., movies).

Cool Media (MET)

Low definition, more participation (e.g., phone calls).

Postman’s Technopoly (MET)

Tech dominates culture.

Meyrowitz (MET)

Media remove boundaries (e.g., public/private space).

Face (FNT)

Public self-image.

Positive face (FNT)

Need for approval.

Negative face (FNT)

Desire for freedom.

Tact

Respect autonomy (Facework).

Solidarity

Show inclusion (Facework).

Approbation

Emphasize strengths (Facework).

Individualistic Culture (FNT)

Value independence → more direct conflict.

Collectivistic Culture (FNT)

Value group harmony → more indirect conflict.

Avoiding (AV)

Withdraw to avoid tension (Conflict Management Styles).

Obliging (OB)

Give in to maintain harmony (Conflict Management Styles).

Compromising (CO)

Meet halfway (Conflict Management Styles).

Dominating (DO)

Assertive, competitive (Conflict Management Styles).

Integrating (IN)

Collaborate to find win-win (Conflict Management Styles).