EMF questions

What does media mean?

In-between (e.g., Producer → Media → Consumer).

What does content mean?

To hold in and contain (e.g., Disney’s IP like Mickey Mouse).

What does text mean?

Originally "to weave"; media texts are woven meanings, not just narratives.

What is media literacy?

The ability to access, analyze, evaluate, create, and act using all forms of communication.

At their worst, media can…

Erode civil discourse and play to the lowest common denominator.

At their best, media can…

Teach us to read society and culture through stories and images.

What is mass media?

Industries that create/distribute content to large audiences (e.g., novels, newspapers, internet).

What is mass communication?

Creation/use of symbols to convey information/meaning to large, diverse audiences.

Limitation of the linear model of communication?

Messages may not reach intended receivers or be interpreted as intended.

Linear model of communication steps?

Sender → Message → Mass Media → Gatekeepers → Receivers.

What is the social scientific model?

Uses data, surveys, experiments to test hypotheses with measurable results.

What is the cultural model?

Views media as part of culture; audiences actively interpret messages.

Culture as skyscraper vs. map?

Skyscraper = high vs. low culture; Map = diverse, ongoing, no strict hierarchy.

Modern vs Postmodern values in culture?

Modern = hierarchical (high vs low). Postmodern = mix, no hierarchy.

What is media convergence (two meanings)?

(1) Tech merging of old/new media (e.g., news on web + TV). (2) Business model of outlets under one brand.

What is ideology?

A structured system of ideas/ideals that shapes society and daily life.

What is culture?

The collection of customs, beliefs, values, and behaviors of a society.

Example of ideology influencing culture?

Middle Ages: Christian images of God vs. Muslim prohibition on images.

What is participatory culture?

Consumers actively circulate and shape media across platforms.

What is collective intelligence?

Shared knowledge created by audiences discussing/analyzing media together.

What is content analysis?

Studying stories, characters, and industry context (e.g., Star Trek’s multiracial cast).

What is textual analysis?

Quantitative + qualitative study using theories (Queer, Feminist, Critical Race).

What is semiotics?

Study of symbols and how they create meaning.

What is audience reception?

Audiences form communities/fandoms and give texts new meanings.

Encoding vs Decoding?

Encoding = how producers build ideology into media. Decoding = how audiences interpret/react.

What is hegemony?

Power/dominance one group holds over others (via ideology + media).

When does hegemony fail?

When social resistance is stronger than dominant ideology.

What is the cultural studies approach?

Media is powerful; we must learn to interpret its meanings.

Main goal of advertising?

Sell values and lifestyles, not just products.

Common ad techniques?

Celebrity testimonials, hidden fear, bandwagon, plain-folk pitch, snob appeal, irritation ads.

Examples of harmful ad targeting?

Kids/teens, unhealthy behaviors, anorexia, overeating, prescription drugs.

Persuasive strategy of ads?

Manipulating habits/opinions through emotional appeals (fear, rage, love).

Media Essentials Ch. 1 – Two models of media analysis?

Cultural model vs. Social scientific model.

Media Essentials Ch. 5 – Race and rock & roll?

Rock emerged from Black music traditions, often appropriated by white artists.

Media Essentials Ch. 6 – Radio policy in the 1990s?

Deregulation → fewer owners, loss of local radio importance.

Media Essentials Ch. 11 – Association principle in advertising?

Linking a product to a cultural value or image (e.g., health, success, beauty).