Unit 2. Mass media

Frage	Antworten
Digitization	Process of converting information into digital format
Traditional media	Newspapers Books Tv Radio
New media	Internet Cable Satellite television Digital radio
Interactivity	Digital systems that respond to the user through text, graphics, audio, video, games, animation.
Internet	Global system of interconnected computer systems
Convergence	Different Technology evolving to perform same tasks
Hypodermic syringe approach	-one of earliest approaches -audience relieves daily injections of messages from the to and newspapers. -works like a drug with a direct and powerful effect on the audience's attitudes and behaviour.
Uses and gratification approach	-audience used media for individual needs -McQuail found TV most satisfied: •information •personal identity •personal relationships •entertainment and diversion
Decoding approach	Content has different meanings Interpreted in different way based on social and cultural backgrounds e.g. Age, gender, ethnicity
Contemporary issues: bandura case	Media exposure encourages copycat behaviour. Especially with kids and violence. Case showed man being violent with a doll and a mallet. The children who watched it copied that behaviour when playing with similar toys after. Some argue there are other factors and there are ethical issues.
McQuail (2003)	Like Cohen, some argue media creates moral panic to make particular group a folk devil. Deviance then amplified. McQuail said Internet merest medium provoking moral panic. Easy for explicit sexual content to enter home. Easily accessible by children. Now reliably, invasion of privacy, fraud, other cyber crimes
Who controls media?	Pluralist- no single group. Conflict- conglomerates
Whose interests dominate in society	Pluralist-all are represented. Newspapers give what public want Conflict-owners personal views
Who influenced press content?	Pluralists-consumers. If don't like don't buy. Conflict-owners and mullinational media empires to be idiot them.
Is there freedom of press?	Pluralist-yes we put forward our views. Conflict-no owners decide.
what is the pluralist approach?	idea that a range of views and interests exist in society
what is the conflict (marxist) approach?	idea that there are conflicting interests between different groups.
How can developments in digital technology result in a reduction in the power and influence of press owners?	new technology allows everyoen to produce media content where they can publish their own views and have debases for example blogs.
how can internet safeguard demcracy?	allows people to access political information and expressopinions. you can also find pressure groups online to encourage people to join in with poltics. shows media is important form of political socialsation.
what is information overload?	when you are overloaded with too much information which causes stress.
whats is the Oats 2008 study? explain fully.	oates claims there is a digital divide because: -wealth. -Education -age -Geography
how does the media influence voting behaviour?	conflict would argue that the views of the press owners are shown so we are made to only see that. hypodermic syringe would argue that audience in heavily influenced by what we see on tv which affects our political opinions.
how does media form identity?	-decoding approach would argue we interpret how we see fit which affects how we think and what we believe.
how does media influence political socialisation?	-(in britain) most newspapers side with a certain political party. -presss has too much influence as negative coverage can influence turnout.

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