Introduction to New Media and Communication Theories

Vocabulary practice flashcards covering Introduction to New Media, Communication Theories, Digital Journalism trends, and Social Networking principles based on the lecture notes.

New Media

Content and communication platforms that are digital, interactive, and powered by the internet and computer technology rather than traditional analog methods.

Digital Content

Content that is created, stored, and distributed in digital format.

Interactive

The characteristic of media where users can engage with, comment on, share, and directly affect content rather than passively consuming it.

Globally Networked

The condition where information is immediately accessible worldwide.

Convergent

The merging of many media forms like video, text, and audio into a single digital platform.

Digital Dominance

A trend where over $80\%$ of adults now obtain their news from digital devices.

Personalization

The use of algorithms and data by platforms to provide tailored content that leads to higher engagement.

Mobile-First Content Optimization

A strategy driven by smartphones accounting for over $50\%$ of global web traffic, focusing on instant access and entertainment.

The Creator Economy

The rise of social media that blurs lines between creator and consumer, emphasizing user-generated content (UCG) and influencer marketing.

Social Television

Digital platforms enabling users to engage in real-time conversations, such as tweeting or commenting, during live broadcasts.

Omnichannel Marketing Strategies

An integrated approach connecting social media, e-commerce, and physical storefronts for a seamless consumer experience.

Subscription-Based Models

A model offering ad-free and premium content to counter declining ad revenue, relying on consumers' willingness to pay for tailored content.

Communication Theories

Frameworks analyzing how information is created, transmitted, and interpreted, acting as maps for social interaction.

Spiral of Silence Theory

A theory stating that individuals in the minority are less likely to express opinions due to fear of isolation and social rejection.

Agenda Setting Theory

The process by which mass media organizations determine what the population considers newsworthy based on the attention given to specific stories.

Salience Transfer

The ability of the media to transfer their agendas onto the public.

Sifting (1st level of Agenda Setting)

The stage focusing on which objects or topics are considered important by the media.

Framing (2nd level of Agenda Setting)

The focus on which attributes of objects are emphasized, influencing how people think about an issue.

Cultivation Effect Theory

The proposal that long-term, heavy exposure to television creates a perception of society that aligns with the television world rather than actual reality.

Uses and Gratification Theory

The idea that audiences are active, goal-oriented participants who deliberately choose specific media to satisfy personal needs.

Play Theory

A theory emphasizing mass communication as a "playground" for pleasure and self-enhancement, described as "ludic" consumption.

Media System Dependency Theory

A theory suggesting that media influence increases as individuals depend more on it for needs, especially during social instability or crises.

Media Hegemony

The dominance of specific ideologies achieved by powerful groups controlling mass media to make their perspectives appear as "common sense."

Media Imperialism

A concept where dominant Western nations dominate global media, spreading their culture and values while overshadowing local media.

Cultural Homogenization

The process where local cultures become similar to Western standards due to the saturation of foreign content.

Soft Power Strategy

The use of media as a nonmilitary tool to assert influence and shape societal norms and political views in other countries.

Third-person Effect Hypothesis

A cognitive bias where individuals believe mass media messages have a greater effect on others than on themselves.

Catharsis Hypothesis

The idea that expressing pent-up negative emotions through actions like shouting alleviates psychological distress and reduces future aggression.

Social Learning Theory

The theory that people learn behaviors, attitudes, and emotional reactions by observing and imitating others.

Technological Determinism

The belief that a society's technology is the primary agent driving the development of its social structure and culture.

Journalism

The activity of gathering, assessing, creating, and presenting news and information to the public with a commitment to verification.

Independent Digital Media

Digital-native outlets like Rappler or Insider PH characterized by non-profit structures and freedom from corporate control.

Hybrid Newsrooms

Organizations that combine traditional reporting with fast-paced digital formats like short news summaries and video clips.

Echo Chambers

A major risk of digital consumption where users are only exposed to information that reinforces their existing beliefs.

Juan Dayang

A veteran journalist whose killing in April 2025 highlights the continued risks for community journalists.

Red-Tagging

The harassment or labeling of journalists and organizations, such as Bulatlat and Rappler, as communists.

Social Networking

The use of online platforms to build relationships and communicate based on shared interests or professional backgrounds.

Search Engine Optimized (SEO)

The inclusion of keywords and formatting to help content reach the top of search engine results pages (SERPs).

Overt Sale

An open and public transaction where the audience is made aware that a message is a product pitch.

Customer Stories

Testimonials that provide social proof and build trust more effectively than standard advertisements.