Communications Quiz 6

Assumptions of Media Ecology Theory

1)Media infuse nearly every act & action in society 2)Media fix our perceptions & organize our expenses 3)Media ties the world together

Assumptions of Cultivation Theory

1) TV is different from other forms of mass media 2)TV shapes society's way of thinking & relaxing 3) The influence of TV is limited

Critique of Media Ecology Theory

-Testibilty (-) it's hard to do research, lacks clarity, focus on interaction -Heurism(+)

Critique of Cultivation Theory

-Heurism(+): Stimulated a lot of ideas/research -Logistical Consistency(+ humanists/- Scientists): Powerful effect size if TV is a powerful source -Utility(-): Focused on amount,ignores attention & perception -Test of Time: (+/-) been around a long time. TVs aren't the only thing around anymore, they have to adjust to the new technology

Laws of Media: Enhancement

What does the medium amplify or enhance

Laws of Media: Retrieval

When we have a new form of tech. What does it bring back from the past?

Laws of Media: Reversal

When the tech is pushed to its limits. What does it transform into?

Terms of Cultivation Theory: Interaction of Media & Reality

TV teaches culture norms,takes responsibility away from school neighborhoods, households

Terms of Cultivation Theory: Heavy vs Light TV use

0-2 hours per day= light viewer 2-4 hours per day= moderate viewer 4 or more= heavy viewer

Tribal Era

Comm Tech: Face to Face Comm Sense: Hearing Desc: Oral Culture

Literate Era

Comm Tech: Alphabet Sense: Seeing Desc: More independent, status symbol=opportunity(if you have access to books)

Print Era

Comm Tech: Printing Press Sense: Seeing Desc: Mass production of knowledge, beginning of individualism, makes easier education

Electronic Era

Comm Tech: Computer Sense: Seeing, Hearing, Touch Desc: Reglobalization, makes sense to work together

Assumptions of Agenda Setting Theory

1)The media establish an agenda and are not simply reflecting reality but, are shaping and filtering reality for the public 2) The media concentration on the issues that compromise their agenda influence the public agenda and these together influence the policy makers agenda 3)The public and policy makers have the possibility to influence the media's agenda as well

Critique of Agenda Setting Theory

Scope(-): Too big or too small? Utility(-): Is the theory still useful considering the media? Huerism(+): Has inspired hundreds of studies

The Gist of Agenda Setting Theory

The media does NOT tell you what to think but WHAT TO THINK ABOUT -Relevance: trying to make it relevant to you -Uncertainty: Tells us what to think about

3-part process of Agenda Setting Theory

1) Public agenda setting- Is in which most important public issues or problems are measured by public opinion and agenda. 2) Media agenda setting- Is the pattern in which news coverage print and broadcast news gets measured through the importance and depth of the story. 3) Policy agenda setting- Is more scientific in its nature it’s the thought in which we pay more attention to how the media or public might influence elite policy makers. Example (President, Congress, Religion)