Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
32 Cards in this Set
- Front
- Back
What question does agenda setting ask? |
Which came first, media agenda or public agenda? --->media agenda forms public agenda |
|
Who discovered Agenda Setting? |
McCombs and Shaw |
|
Define salience |
Tells us whats important to think about and how to feel about those topics (not think) |
|
3 parts of public agenda |
1) Issues people discuss 2) Issues people think and worry about 3) Emotions and data these issues involve |
|
Define Gatekeepers |
small number of people who make decisions about what to focus and not focus on when reporting |
|
4 Criterion for Coverage |
1. Least objectionable programming ----->won't turn off rather than seek out 2. Nature of the audience (conservative/liberal) 3. News bite (short attention getter) 4. Expressiveness or dramatic quality |
|
Blumler's Gratification Primary Needs |
1. Surveillance (our environment) 2. Curiosity 3. Diversion (boredom relief) 4. Personal identity |
|
Blumler's Gratification Secondary Needs |
Mastery and Control |
|
Blumler's Tertiary Needs |
Competence |
|
McLuahn's Technological Determinism |
Society's technology drives the development of its social structure and cultural values |
|
McLuahn's Key Phrase |
Media is the Message --->The effect the medium has on the culture is greater than the actual message |
|
"Hot" Media |
-High Definition -Complete signal -Little thought, little participation -photograph |
|
"Cool" Media |
-Low definition -Incomplete message -More thought and effort into converting signal into meaning -More emotional -cartoon |
|
4 Eras of Technological Determinisim |
1. Tribal (Spoken) 2. Literacy (Alphabet) 3. Print (Printing Press) 4. Electronic (Telegraph) |
|
Define Symbolic Convergence |
-Explanation of a group's cohesiveness -Shared emotions, motives, and meanings |
|
3 Planes of Symbolic Convergence |
1. Pragmatic plane (practicality of product) 2. Righteous plane (safe/ethical product) 3. Social plane (popularity of product) |
|
Continuum of fantasy formula |
Your fantasy --> Fantasy link (sharing similar stories) --> Rhetorical vision (group reality people believe) --> Symbolic convergence (believe vision so much that you pass it off as your own fantasy) |
|
Define Persuasive Campaign |
artistically coordinated grouping of multiple messages that ultimately lead to product adaption, voting decisions or support of various kinds of movements |
|
3 Types of Campaigns |
1. Product-oriented campaign 2. Person-oriented campaign 3. Idea-oriented campaign |
|
3 parts of effective campaigns |
1. Goal 2. Strategy 3. Tactics |
|
Define strategy |
Connecting the product to something positive |
|
7 positioning strategies |
1. Being first 2. Being best 3. Being least expensive 4. Being most expensive (quality) 5. What their not 6. By gender 7. By age |
|
Define tactics |
All the details of the campaign that are true for every advertisement |
|
2 Developmental models |
1. Yale 5 Step model 2. Hierarchy of Effects (introduce new product) |
|
Yale 5 Step Model |
1. Identification 2. Legitimacy (benefit of product, famous person) 3. Participation 4. Penetration (where do we see campaign) 5. Distribution (call to action, how to buy) |
|
Hierarchy of Effects |
1. Unaware of product 2. Create customer awareness 3. Create customer knowledge 4. Liking 5. Preferring 6. Conviction 7. Purchase |
|
Define Propoganda |
ideas, facts, or allegations spread deliberately to further your cause or damage and opposing cause |
|
Traditional view of propoganda |
1. must be ideological 2. must conceal: ---source of comm, source goals, the other side of the story, techniques in sending, results 3. aim at uniformity 4. circumvent reasoning (emotional appeal) 5. becomes ineffective when awareness occurs |
|
Johnson's view of propoganda |
1. Concealment 2. Manipulation 3. Short circuit logical reasoning |
|
Brown's view of propoganda |
1. Prepropaganda (get attention) 2. Create emotional tension 3. Identify tension with opponent 4. Implore audience to act against outgroup |
|
Brown's view -- identify tension with enemy |
1. stereotypes 2. substitution with name (not Fred--democrat) 3. repetition of stereotype/name 4. pinpoint enemy (give examples) |
|
3 Tactics of propaganda |
1. Testimonials 2. Card stacking ----->great case on one side, no case on the other 3. Transfer ----->overwhelmingly bad/good by only showing the negative/positive aspects |