4 mass Communication

This set of vocabulary flashcards covers the five major communication theories (Magic Bullet, Cultivation, Agenda-Setting, Social Cognitive, and Framing) and their real-world social effects as presented in the lecture.

Magic Bullet Theory (Hypodermic Needle Theory)

A theory originating in the $1920s - 1930s$ stating that mass media messages have a direct, powerful, and immediate effect on a passive audience who accepts information without resistance.

Cultivation Theory

A theory originated in the $\text{Late } 1960s$ by George Gerbner exploring how prolonged media exposure shaped a person's perception of reality to match what is depicted in the media.

Agenda-Setting Theory

A theory originated in $1972$ by McCombs and Shaw that explores how the media influences the public's perception of current affairs by highlighting specific issues as important.

Social Cognitive Theory

A theory originated in the $1960s$ by Alfred Bandura that explores how individuals learn new behaviors and habits by observing others, particularly idols and people they admire.

Framing Theory

A theory originating in the $1970s$ focusing on how the presentation of information influences how audiences process, understand, and react to it emotionally.

Immediate Effect vs. Long-term Effect

Magic Bullet Theory refers to effects that happen instantly upon consumption, while Cultivation Theory refers to effects that occur over time through repeated and consistent exposure.

Bobo Doll Experiment

The famous experiment associated with Alfred Bandura and the development of Social Cognitive Theory regarding observational learning.

Social Proof

A concept within Social Cognitive Theory where audiences follow the actions or choices of celebrities and influencers as a form of validation.

The Framing Effect

The phenomenon where audience choice is influenced by how information is presented, such as choosing a product that "Kills $99.9\%$ germs" over one where "Only $0.1\%$ germs survive."

Creative Representation

A component of Framing Theory that uses unique symbols, colors, captions, slogans, and metaphors to convey positive meaning and influence interpretation.

Structuring Meaning

A component of Framing Theory where media provides an organization for information, helping audiences understand complex issues through storytelling, humor, or local culture.

Agenda-Setting in Practice

Demonstrated when media extensively covers a social problem or major current event, leading the public to view those issues as high priorities for attention.

Viral Effect

A modern application of Social Cognitive Theory explaining how trends spread rapidly online as people observe and follow the actions of others.