ICS

systematic informed hunches theory

set of hunches ideas about an explanation

informed taking in consideration what is already known

systematic specification about relation between concepts

net (metaphor) catching relevance of hypothesis in order to understand the world

lens (metaphor) how we see certain things, emphasis on certain elements and ignore others

map (metaphor) theories guide us, show how things work

communication the relational process of creating and interpreting messages that elicit a response

transmission model1 communication as a process of transmitting messages from me to you

transmission model2 message is determined by sender

transmission model 3 receiver process the message as was intended by the sender

expressive/ritual model1 communication as representation of shared beliefs within society/group

expressive/ritual model2 emphasis on performance of message (sender)

expressive/ritual model3 emphasis on shared experience of message (receiver)

expressive/ritual model3 experience (concerts, religious beliefs, art etc)

publicity model1 communication as a tool to grab and hold attention

publicity model2 competition between senders for the attention of the public. attention itself is more important than quality of attention

publicity model3 receiver is spectator rather than participant

example publicity model ad campaign, political election campaigns

reception model1 communication as open to multiple interpretations because of differences between receivers. message can have different meanings

reception model2 sender transmits message with a certain purpose

example reception model poetry, art (free to interpret)

classical view on Powerful Media1 powerful media reach everyone

classical view on Powerful Media2 defenseless, passive audience

classical view on Powerful Media3 strong (and bad) effects

classical view on Powerful Media4 uniform effects (magic bullet, hypodermic needle theories)

observation every research starts with this. mind makes connection which creates questions

induction create a more general statement and framework. is there a theory to use as explanation? creation of research statement

deduction going from theory to funnel thought into hypothesis. create specific expectations (base your hypothesis on theory to make sure it’s testable)

testable test hypothesis. elements need to be measurable (operationalization)

evaluation did results go as expected? eventually gather material for new observation and restart cycle

cultivation theory assumption 1 the overall pattern of media shows us a certain reality

cultivation theory assumption 2 this changes our view of the world

first order effect (cultivation theory) estimation of probability of something occurring ex: what is the percentage of people with criminal record)

second order effects (cultivation theory) beliefs you hold about the way people are, stereotypes

just world “good things happen to good people”

mainstreaming differences in beliefs (because of social differences) disappear because of heavy tv viewing

resonance if you live in a criminal neighborhood and see crimes on tv develop double dose among heavy viewers

critique of cultivation theory1 difficult to establish causality

critique of cultivation theory2 one tv message VS variations in media content and media choice (because of much more to choose from nowadays)

accessibility principle repeated tv exposure among heavy viewers makes certain world views more accessible

accessibility principle2 some world views are quick to come to mind when making judgments about real world (priming)

SLT1 attention

SLT2 retention

SLT3 motivation

justification motivation to copy violent behavior

inhibitions “not use violence” because of upbringing, morals etc

justification for violence decrease in inhibitions (good guy uses violence and gets rewarded)

excitation transfer theory the arousal that is elicited by violence makes us more aggressive

catharsis theory using violent media makes us less aggressive (vent our anger)

critique of SLT1 broad theory difficult to test in entirety

critique of SLT2 is media exposure equal to real world experience? how much does an experiment say about real world effects?

priming connection of concepts, stimuli and notions in our mind

priming and cultivation theory1 frequency, timing and strength of priming

priming and ct2 when the same ideas/images are repeated in media, these ideas are always frequently and recently primed

priming and ct3 results in strong links between concepts and make them accessible in our minds

symbolic environment socially constructed, sensory world of meanings

media generic term for all human invented tech that extends range, speed and channels of communication

medium specific type of media

media ecology the study of different personal and social environments (ecology) created by the use of different communication technologies

medium is the message media (regardless of content) shape our experiences and exert more change than the messages they carry

global village electronic worldwide community where everyone knows everyone’s business

traditional medium effect carrier of information with focus on content

McLuhan effect on medium a medium is an extension of ourselves

needs differ between individuals because of1 social origin (culture, family)

needs differ between individuals because of2 psychological origin (character traits, need for cognition)

steps of choosing media out of needs needs > expectations > media usage > gratification

mood management expectations about which media content regulates your current mood the best

parasocial relationship one sided relationship with character from our favorite media content

what does media effects depend upon (U&G) users and their needs, expectations and gratifications

digital screenome way for researchers to see what people to on their phones by taking screenshots in minute intervals

ritualized use of media habits, enjoyment

instrumental media use look something up, use media with purpose

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