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Study Guide Exam #1 Media Theories and Effects Concepts to know:  The differen

Study Guide Exam #1 Media Theories and Effects Concepts to know:  The differences between media platforms (characteristics of electronic, print and CMC)  That in the end, the final judge of the meaning of a message is the receiver of the message.  The three effects models (cumulative, direct, conditional)  How we attend to television  How use of media impact children’s creativity  Explain the cognitive and emotional components of media exposure  Explain the different research methods (content analysis, experiments, surveys)  The effect of media use on heavy versus light users  Explain the four stages of minority portrayals  Explain the effects of stereotyping—negative and positive  How children perceive media messages  How minority children are impacted by media effects versus white children  Know which form of media content has the most stereotyped gender portrayals  The classes of effects (behavioral, attitudinal, cognitive, physiological, emotional) Terms to know:  Time-shifting - the recording of programming to a storage medium to be viewed or listened to after the live broadcasting. T ypically, this refers to TV programming but can also refer to radio shows via podcasts  Packet-switching - the type of network in which relatively small units of data called packets are routed through a network based on the destination address contained within each packet.  Hypertextuality - The networking function of new media that allows a large quantity of information to freely move around within a series of interconnected nodes in the network  Interactivity - refers to products and services on digital computer-based systems which respond to the user's actions by presenting content such as text, moving image, animation, video, audio, and video games.  Synchronicity - a concept, first introduced by analytical psychologist Carl Jung, which holds that events are "meaningful coincidences" if they occur with no causal relationship yet seem to be meaningfully related.  Narrowcasting v broadcasting - Broadcasting, by definition, is sharing a message broadly with a very wide audience. Narrowcasting, on the other hand, is about sharing a message with a narrower group  Exposure - the extent to which audience members have encountered specific messages or classes of messages/media content  Mainstreaming – The gradual homogenization of peoples divergent perceptions of social reality into a convergerent mainstream.  Modeling  The Mean World Syndrome - a term coined by George Gerbner to describe a phenomenon whereby violence-related content of mass media makes viewers believe that the world is more dangerous than it actually is  Drench hypothesis - severly contrasting portrayels can be powerful enough to counter ideas/stereotypes  Framing - related to the agenda-setting tradition but expands the research by focusing on the essence of the issues at hand rather than on a particular topic.  Mental maps - a person's point-of-view perception of their area of interaction  Observation  Parasocial interaction - offers an explanation of the ways in which audience members develop their one-sided relationships with the media being consumed  Third Person Effect - predicts that people tend to perceive that mass media messages have a greater effect on others than on themselves, based on personal biases.  Cultivation Theory - examines the long-term effects of television. "The primary proposition of cultivation theory states that the more time people spend 'living' in the television world, the more likely they are to believe social reality aligns with reality portrayed on television  Agenda Setting Theory - the "ability [of the news media] to influence the salience of topics on the public agenda."With agenda setting being a social science theory, it also attempts to make predictions. That is, if a news item is covered frequently and prominently, the audience will regard the issue as more important.  Schema Theory - Schema are cognitive structures like frames. They are derived from previous experiences and memories. We use schemas to organize our knowledge, guide our behavior, and to predict likely happening.The way we interpret the media, such as television, is guided by schemas.  Social Cognitive Theory - holds that portions of an individual's knowledge acquisition can be directly related to observing others within the context of social interactions, experiences, and outside media influences.  Uses and Gratifications Theory - an approach to understanding why and how people actively seek out specific media to satisfy specific needs  Limited Effects Model - a mass communication theory which argues that the influence from a mass media message on individual is limited or even trivial. Media rarely directly influence individuals.  “Hypodermic needle” Theory - a model of communications suggesting that an intended message is directly received and wholly accepted by the receiver. uploads/Management/ study-guide-exam.pdf