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58 Cards in this Set
- Front
- Back
- 3rd side (hint)
What were some components of theatre in early Greece? |
It was political, intellectual content; public was an active partner, free to comment, assist, and intervene. |
Free |
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How was communication mediated with the role of printing? |
Writer addressed himself to readers who may exist in different locales, historical time periods and cultural contexts. |
Talk to |
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What is the context of the mass-society thesis? |
Audiences were envisioned as large, anonymous, undifferentiated groups/masses. |
Group |
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Mass Audience |
Widely dispersed; members unknown to one another; lacked self awareness; incapable of acting together; consisting of large numbers from all demographic groups |
Don’t know |
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When did the vision of the audience take shape and what did it take into consideration? |
Groups of particular age, sex, education, income level, etc. |
20 different |
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What are some of the benefits of TV/technology and the digitization/media caused in society? |
Used to break down distance between media production/consumption; Offered audience participation; people using multiple screens for multiple purposes |
Participate closer |
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Audience Fragmentation |
Breakup of traditional TV audiences because proliferation of TV channels in 25-30 years; increase internet and further fragmented audience |
Breakup |
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How do producers help keep audiences watching TV programs? |
Offering online components to broadcast programs; Allows companies and governments to track movements and interests of consumers. Ex) Hockey Night in Canada- CBC online where media users can watch a game online instead of on tv |
Don Cherry |
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What are the elements of meaning generation? |
Protagonist confronted with program, recognizes and sees if it appeals to them, analyzes and then acts accordingly Framed by understanding of other activities available at the time |
See what’s better |
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4 factors of audience interpretations of media content: |
i) Social Background/ History of Audience Member ii) Their current state of mind iii) Social Situation/ Content media is taking place iv) text/content |
S T S T |
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How does an individual’s cultural milieu work? |
Help create identity through acting as reference point to host of factors; dynamic from wealth, history, present day attitudes. |
what makes them THEM |
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6 Academic Approaches to Audience: |
i) Effects Research ii) Uses and Gratification Research iii) Marxist Analysis and Frankfurt School iv) British Cultural Studies v) Feminist Research vi) Reception Analysis |
EUM BFR |
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i) Effects Research |
Studies after WWI: media have direct effect on human behavior; theories that media could object ideas into people’s heads Studies after WWII: impact of media weak on individuals & reinforced existing ideas/beliefs; media works selectively; draws public’s attention to particular events Gerbner: found people who watch a great deal of TV overestimate crime in society & have “bunker mentality” to protect themselves from perceived “violent world” |
WW1, WW2, Gerbner |
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ii) Uses & Gratification Research |
Looks at underlying premise & focuses on agency of audience members and explores motivations in active selection of media content Concentrated on micro (personal) and meso (group) levels of social existence People behave in particular way & return to media for further info Media consumption reduced to individual desire |
Meso soup |
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Functionalist Theory |
Media function to serve some kind of audience need & researchers set out to find what need is |
Search needs |
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iii) Marxist Analysis & Frankfurt School |
Sees society as animated by set of social forces based on capitalist forms of production; focus on how media supports dominant interests in society FFS- argued capitalist methods of production impacted cultural life; advertising persuaded people they needed cars, clothes, etc. to function in modern life; capitalism penetrated deeper into cultural life and created “ready-made” way of life; wants/desires were created through marketplace Pleasures didn’t last long; no lasting relationships Culture & media- only serve capital |
Capitalism is to blame |
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iv) British Cultural Studies |
Britain’s working class intellectuals (1950’s-60’s) Use mass culture to create gendered identities Individuals would take products and manipulate them to create new self definitions Social forces worked in complex ways to produce dominant order British TV- key vehicle in helping reproduce value system |
Miniskirt |
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v) Feminist Research |
Points to male domination of society (patriarchy) as root is profound inequalities in the world Media reproduces gender inequality by making it look like it’s unequal because of existing gender differences Today’s media reflects difference of men VS women’s tv interests |
Men VS Women |
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vi) Reception Analysis |
Social setting which audiences respond to products of pop culture Focus on how they interpret what media has to offer & how it’s reintegrated into their life New media changing people’s perception of selves- new identities |
New me |
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Narrowcasting |
Targeting broadcast audiences with specific demographics |
Making narrow; specify |
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3 concepts commonly used to gather data: |
i) Reach - # of audience members during program period ii) Share - % of audience watching program during program period iii) Viewing Time - # of hours spent viewing during a day, week or longer period of time |
R S V |
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Formative Research |
Research undertaken before/during production |
Before or after |
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Summative Research |
Done after program’s completion & provides measure of effectiveness |
To summarize |
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Where does the word ‘technology’ derive from? |
Greek word ‘techne’ Means art, craft, skill |
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What did Slack and Wise (2007) argue about technology and society? |
Technologies are social/cultural; People use technology, activities reflect values/choices Creation requires time, skills, money; society has “religious-like” reverence for machines |
Dependent |
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What did physicist Ursula M. Franklin argue about technology? |
Technologies are developed within particular social, economic, political context |
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Technology |
Products/practices assume specific form thanks to particular connections; Embedded socially, culturally, politically, economically |
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What did Raymond Williams argue about technology in society? |
Technology reflects overall organization of society Ex) telegraph- electric current and wire; also means of coordinating movement of people and goods across country |
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Andrew Feenberg’s 5 main ways to understand technology: |
i) instrumentalism ii) determinism iii) substantivism iv) critical theory v) constructivism |
I D S C C |
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i) instrumentalism |
Technology is a means to an end & used for whatever purpose we choose |
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ii) determinism |
technology is a functional logic; little human control over it |
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iii) substantivism |
technology operates to own logic; not progress or improvement |
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iv) critical theory |
We have choices of how we develop technology and use it |
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v) constructivism |
Technology socially constructed & shaped by social forces |
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What did Ellul argue about technology? |
1) technological progress exacts a price 2) technological progress raises more problems than it solves 3) negative effects of technological innovation inseparable from positive 4) technological innovations have unforeseen results |
T T N T |
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Closure |
Fixing device into socially recognized object; comes to be seen as natural |
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What did Bijker argue about the socio-technical ensemble? |
Any machine arises from socially defined intention of developers; able to create technical device for intended/unintended use |
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Digital divide |
Technological distance between global north and south that has been increasing |
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Technological determinism |
Technology operates according to internal logic; assumes linear movement toward progress; ignore human decisions |
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Technological hubris |
Viewed by so called experts as latest/greatest production of human ingenuity |
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Media silos |
Products of technologies themselves |
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Media convergence |
Merging of distinct media technologies through computer networking |
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Digitization |
Information translated to common language; produced from one platform and can be used on other platforms Ex) music on smartphones; watching tv on laptops |
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What did Henry Jenkins (2006) argue about his idea of convergence culture? |
Shift way we think about our relations to media |
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Policy decisions in communication are guided by 3 issues: |
1) endure needs of public/cultural groups are met 2) ensure Canada has viable cultural industries 3) endure certain businesses do not become too powerful |
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Backbone providers |
Provide connection to small internet service providers |
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Backbone providers |
Provide connection to small internet service providers |
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What is the issue with Netflix? |
Provides online video streaming and yet it’s not subject to the same regulatory broadcast requirements |
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ARPANET |
Connected computer systems at 5 US universities enabling information and message exchanges If I’m nuclear attack, could still function |
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What are the early features of internet? (2) |
1) developed as peer to peer system; no central point; interconnected 2) underlying technologies developed as open system/ open source software; not controlled by one party |
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Brun’s 4 key principles of produceage: |
1) inclusive over exclusive 2) too down structure 3) always continuing production 4) freely available |
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Defining features of digital media (3): |
1) interactivity- industries shaken by core by capacity to bypass traditional production 2) mobility- ongoing transition from wired to wireless implicates form of communications 3) individualization- legacy media (radio, tv) experienced collectively; digital media is personal |
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Reintermediation |
Filtering capacities of services Ex) iTunes Store- filters, sorts, promotes music |
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Topsight |
Electronic transaction recorded & creates body of data Info can be used by person who collects it OR sold to another party |
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Phishing |
Email from bank, click where t says, put in personal info, caught in scam |
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Surveillance |
Tracking long term social, economic, health, or environmental trends; watching for danger/threats |
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Privacy |
Right to be left alone |
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CSEC- Communications Security Establishment of Canada |
Security and intelligence agency of Canada; require global info in accordance with government of Canada |
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