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Universities » Washington State University (WSU.. » Com - Communication » 101 - [S] Mass Communication, So.. » Flash Cards

Final Exam - Flashcards

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Class:Com 101 - [S] Mass Communication, Society, and Theory
Subject:Communication
University:Washington State University
Term:Unknown
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Aurally communication by sounds
NW English most understandable accent
Connotated Meaning meaning specific to you
Denotative Meaning dictionary meaning
Generated by Koofers.com
Elements of Media Literacy -critical thinking -understanding of the process of mass communication -awareness of the impact media has -strategies for analyzing and discussing media messages -ability to enjoy, understand and appreciate media content -development of most effective and responsible skills -understanding of ethical and moral obligations -ability and willingness to understand -understanding and respect for the power
Third Person Effect people don't think the media effects them
LOP least objectable programming (when you're just watching TV and not getting anything from it)
Social Learning Theory no way a person can learn everything, so they must provide information to create another reality
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Cultivation Analysis media messages tell people what the world is like
Neoaristotelian Analysis outlines how stories are put together
6 Elements of Storytelling -action -crisis -climax -denouncement -character -conflict
Phoenician Traders developed the first alphabet
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Who created the vowels? Greeks
Diamond Sutra 888 CE handwriting changed to one block stamps
Movable Type could do different combinations of all the letters
William Caxton first printer in England
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Corontos one page dutch news
The Daily Sun first "penny paper" (everyone could afford it)
Magazines initially expensive and aimed at intellectuals
Troubadours traveling bands that delivered news
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What was print's greatest effect on society? being able to pass on knowledge (previously it was only in their heads)
Aldus Manutius invented italics and pocket books aka paperbacks
Publick Occurrences first newspaper
Radio sending sound through air by piggybacking on electrical noise advantage: news instantly music and talkshows added when TV came
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Valdemar Poulsen invented the telegraphone (1897)
Significance of "Leave it to Beaver" how media though society should be
First movie with a black main character The Blackboard Jungle
Significance of Giant woman had her own mind, men were shocked and women inspired
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Significance of Movies homogenous: movies reflect the makers society, gave people something they had in common
"Birth of a Nation" reflects D.W. Griffith’s beliefs on society. Focused on racism and made the audience believe that there were a lot of people believing this
Mutual Film Corporation vs. Industrial Commission of Ohio formed a censorship board to approve all films, movies were business not art so are not protected against 1st amendment
Significance of the Great Depression -Escape the reality of the Depression -People go to movies regularly once a week -Sing a longs, door prizes, community announcements
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The Hays Code -3 Principles: No picture should be produced that will lower the moral standard of the audience viewing it -Correct standards of life, subject only to the requirements of drama and entertainment shall be presented -Law natural or human, shall not be ridiculed nor shall sympathy be created for its violation
Cathode ray tube important part of the television
First TV face John Baird
Significance of "I Love Lucy" TV's first megahit: taped with multiple cameras at once
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RCA color TV didn't take off as fast as black and white TV's did
Criteria for comedy -Intellectual exercise (you have to think to get the laugh) -Humor is human (Mr. Ed) -Humor is mechanical (pull the chair out from under them and the person falls, puns) -There must be an established set of human or social norms -Humor violates social norms -The audience must perceive those violations are harmless
Longest running TV show currently "Gunsmoke" 1955-1975 after this season "The Simpsons" 1989-present
Joe McCarthy led a witch hunt looking for communists in Hollywood and the government
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"Julia" first black family comedy
The Mary Tyler Moore Show idea that a woman could be 30, be unmarried, not a virgin and still happy
M*A*S*H more than just "laugh a minute" It’s point was to actually act like humans that had real emotions/feelings/problems -Clearly anti-Vietnam War
"Roseanne" o Almost the exact opposite of June Cleaver o Loud, crass and overweight o Jokes about getting rid of kids o Considered an “inspiration for feminists”
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Reality shows hundreds of hours of footage edited into a few hours, NOT REAL
Who is the target audience generally? Teenagers: Most likely audience because of wanting to get out of the house and movies became the date scene
Personal Advertising o Plenty of time o Done face to face o Message can be adjusted o Expensive in both time and money
Non-Personal Advertising o No face to face interaction o No adjustment of the message o Cheap
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Sound in Advertising o Can put in sounds in radio/TV ads o Ex) beer in a bar
Sight in Advertising o “a picture is worth a thousand words”
Puffery legitimate exaggeration of advertising claims to overcome natural consumer skepticism
The bundle of values o Functional value o Social value o Psychological value
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Perceptible differences o Actual differences o Easily seen
Imperceptible differences o Actual differences o Can't be seen
Induced differences o No actual differences o Most common in advertisements
Self esteem o Requires a social group o Requires the individual to be able to make a comparison with other individuals in the group o Thus, requires a sense of self as a separate entity from others
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Personal enjoyment o “You’ll have more fun” o Humans get bored by routine o Ad promotes getting out of routine, have fun
Constructiveness o “I’ll help you improve things” o Desire to build and improve whatever you have
Curiosity o “I’ll answer your questions” o We all want answers o Problem is raising curiosity, if person doesn’t care about the answer, it’s a useless appeal
Imitation o “I’ll make you just like someone else” o Requires person to want to be like a model o Almost always linked to one or more of the top five appeals
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Altuism o “You’ll give of yourself with no hope or expectation of return” o Doesn’t exist as an ideal o Reciprocal altruism does exist o Linked to top five
Black/white advertising â€Â¢ “you want it, you can only get it from us” â€Â¢ It leaves out any other options ex) “love it or leave it”
Buzz words â€Â¢ Words that seem to say something, but what? â€Â¢ “crisp”, “natural”, “organic”
Weasel words â€Â¢ Words tossed into a sentence to change the meaning â€Â¢ “3 out of 4 doctors recommend the major ingredients in Excedrin” (major ingredient is aspirin)
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Dangling comparative â€Â¢ There appears to be a comparison, but compared to what? â€Â¢ It relies on the consumer filling in the blank
Criteria for Newsworthiness o Timeliness o Proximity o Prominence o Consequence o Rarity o Human interest
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List View: Terms & Definitions

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 Aurallycommunication by sounds
 NW Englishmost understandable accent
 Connotated Meaningmeaning specific to you
 Denotative Meaningdictionary meaning
 Elements of Media Literacy-critical thinking
-understanding of the process of mass communication
-awareness of the impact media has
-strategies for analyzing and discussing media messages
-ability to enjoy, understand and appreciate media content
-development of most effective and responsible skills
-understanding of ethical and moral obligations
-ability and willingness to understand
-understanding and respect for the power
 Third Person Effectpeople don't think the media effects them
 LOPleast objectable programming (when you're just watching TV and not getting anything from it)
 Social Learning Theoryno way a person can learn everything, so they must provide information to create another reality
 Cultivation Analysismedia messages tell people what the world is like
 Neoaristotelian Analysisoutlines how stories are put together
 6 Elements of Storytelling-action
-crisis
-climax
-denouncement
-character
-conflict
 Phoenician Tradersdeveloped the first alphabet
 Who created the vowels?Greeks
 Diamond Sutra888 CE handwriting changed to one block stamps
 Movable Typecould do different combinations of all the letters
 William Caxtonfirst printer in England
 Corontosone page dutch news
 The Daily Sunfirst "penny paper" (everyone could afford it)
 Magazinesinitially expensive and aimed at intellectuals
 Troubadourstraveling bands that delivered news
 What was print's greatest effect on society?being able to pass on knowledge (previously it was only in their heads)
 Aldus Manutiusinvented italics and pocket books aka paperbacks
 Publick Occurrencesfirst newspaper
 Radiosending sound through air by piggybacking on electrical noise

advantage: news instantly

music and talkshows added when TV came
 Valdemar Poulseninvented the telegraphone (1897)
 Significance of "Leave it to Beaver"how media though society should be
 First movie with a black main characterThe Blackboard Jungle
 Significance of Giantwoman had her own mind, men were shocked and women inspired
 Significance of Movieshomogenous: movies reflect the makers society, gave people something they had in common
 "Birth of a Nation"reflects D.W. Griffith’s beliefs on society. Focused on racism and made the audience believe that there were a lot of people believing this
 Mutual Film Corporation vs. Industrial Commission of Ohioformed a censorship board to approve all films, movies were business not art so are not protected against 1st amendment
 Significance of the Great Depression-Escape the reality of the Depression
-People go to movies regularly once a week
-Sing a longs, door prizes, community announcements
 The Hays Code-3 Principles: No picture should be produced that will lower the moral standard of the audience viewing it
-Correct standards of life, subject only to the requirements of drama and entertainment shall be presented
-Law natural or human, shall not be ridiculed nor shall sympathy be created for its violation
 Cathode ray tubeimportant part of the television
 First TV faceJohn Baird
 Significance of "I Love Lucy"TV's first megahit: taped with multiple cameras at once
 RCA color TVdidn't take off as fast as black and white TV's did
 Criteria for comedy-Intellectual exercise (you have to think to get the laugh)
-Humor is human (Mr. Ed)
-Humor is mechanical (pull the chair out from under them and the person falls, puns)
-There must be an established set of human or social norms
-Humor violates social norms
-The audience must perceive those violations are harmless
 Longest running TV showcurrently "Gunsmoke" 1955-1975
after this season "The Simpsons" 1989-present
 Joe McCarthyled a witch hunt looking for communists in Hollywood and the government
 "Julia"first black family comedy
 The Mary Tyler Moore Showidea that a woman could be 30, be unmarried, not a virgin and still happy
 M*A*S*Hmore than just "laugh a minute" It’s point was to actually act like humans that had real emotions/feelings/problems
-Clearly anti-Vietnam War
 "Roseanne"o Almost the exact opposite of June Cleaver
o Loud, crass and overweight
o Jokes about getting rid of kids
o Considered an “inspiration for feminists”
 Reality showshundreds of hours of footage edited into a few hours, NOT REAL
 Who is the target audience generally?Teenagers: Most likely audience because of wanting to get out of the house and movies became the date scene
 Personal Advertisingo Plenty of time
o Done face to face
o Message can be adjusted
o Expensive in both time and money
 Non-Personal Advertisingo No face to face interaction
o No adjustment of the message
o Cheap
 Sound in Advertisingo Can put in sounds in radio/TV ads
o Ex) beer in a bar
 Sight in Advertisingo “a picture is worth a thousand words”
 Pufferylegitimate exaggeration of advertising claims to overcome natural consumer skepticism
 The bundle of valueso Functional value
o Social value
o Psychological value
 Perceptible differenceso Actual differences
o Easily seen
 Imperceptible differenceso Actual differences
o Can't be seen
 Induced differenceso No actual differences
o Most common in advertisements
 Self esteemo Requires a social group
o Requires the individual to be able to make a comparison with other individuals in the group
o Thus, requires a sense of self as a separate entity from others
 Personal enjoymento “You’ll have more fun”
o Humans get bored by routine
o Ad promotes getting out of routine, have fun
 Constructivenesso “I’ll help you improve things”
o Desire to build and improve whatever you have
 Curiosityo “I’ll answer your questions”
o We all want answers
o Problem is raising curiosity, if person doesn’t care about the answer, it’s a useless appeal
 Imitationo “I’ll make you just like someone else”
o Requires person to want to be like a model
o Almost always linked to one or more of the top five appeals
 Altuismo “You’ll give of yourself with no hope or expectation of return”
o Doesn’t exist as an ideal
o Reciprocal altruism does exist
o Linked to top five
 Black/white advertisingâ€Â¢ “you want it, you can only get it from us”
â€Â¢ It leaves out any other options ex) “love it or leave it”
 Buzz wordsâ€Â¢ Words that seem to say something, but what?
â€Â¢ “crisp”, “natural”, “organic”
 Weasel wordsâ€Â¢ Words tossed into a sentence to change the meaning
â€Â¢ “3 out of 4 doctors recommend the major ingredients in Excedrin” (major ingredient is aspirin)
 Dangling comparativeâ€Â¢ There appears to be a comparison, but compared to what?
â€Â¢ It relies on the consumer filling in the blank
 Criteria for Newsworthinesso Timeliness
o Proximity
o Prominence
o Consequence
o Rarity
o Human interest
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