Mass Media and Society Flashcards

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How is the internet changing the way we think about what mass media are?

It blurs the distinction between individual and mass audiences, the notion of known senders and anonymous receivers becomes problematic, and allows for interactive communication.

What is technological determinism?

It is a term that suggests technological developments serve as the central causal element in processes of social change.

What are the major criticisms of technological determinism?

Critics argue that it fails to account for human agency and that cultural norms, economic pressures, and legal regulations influence technology.

What is the social construction of technologies?

It is the view that society shapes the media rather than technology shaping society. Signup and view all the answers

What is web 2.0?

Web 2.0 refers to a two-way communication model that focuses on creating and sharing content. Signup and view all the answers

What is the 1% rule?

For every one person that creates content, there are 99 people who do not. Signup and view all the answers

Who are creators in the context of media?

Creators are individuals who produce original content. Signup and view all the answers

What do conversationalists do?

Conversationalists share opinions. Signup and view all the answers

What is the role of critics in media?

Critics criticize other people's work and can also include trolls. Signup and view all the answers

What do collectors do in media?

Collectors gather different interesting bits of material and bring them together. Signup and view all the answers

Who are joiners in the context of social media?

Joiners are individuals who join social media networks. Signup and view all the answers

What characterizes spectators in media?

Spectators are individuals who consume content online but do not actively contribute. Signup and view all the answers

What are inactives in relation to the internet?

Inactives are people who do not use the internet at all. Signup and view all the answers

What does medium theory explain?

Medium theory explains the different features of a medium and how they affect society. Signup and view all the answers

What is the never-ending news cycle?

The 24-hour news cycle has shifted our expectations of information to instant updates. Signup and view all the answers

What is time shifting?

Time shifting refers to watching television content at a time other than when it was originally aired. Signup and view all the answers

How has new media created a culture of distraction?

It has led to broken connections, diminished focus, and a culture that values referencing over understanding. Signup and view all the answers

What are minority strategies to change the media?

Developing alternative media and trying to change mainstream media from within are key strategies. Signup and view all the answers

What is modern racism?

Modern racism is performed subtly and often goes unnoticed, perpetuating stereotypes. Signup and view all the answers

What are the basic stereotypes of media representation of women?

Women are often over-represented as mothers, homemakers, and sexual objects. Signup and view all the answers

How are minorities portrayed in early film and TV?

Minorities were primarily shown as entertainers and servants. Signup and view all the answers

What is the representation of LGBTQ individuals in media?

For a long time, LGBTQ individuals were absent or portrayed negatively in media. Signup and view all the answers

Study Notes

Impact of the Internet on Mass Media

Internet blurs distinctions between individual and mass audiences.
Known senders and anonymous receivers create complexities in media communication.
Interactive communication transforms media from purely mass to a blend of mass and interpersonal resources.

Technological Determinism

Suggests technology is the primary driver of social change.
Claims technology has overwhelming effects on users and society.
Examples include the impact of the printing press on literacy and information spread.
Focuses on structural changes rather than individual agency in technology use.

Criticisms of Technological Determinism

Neglects human agency and the role of societal factors in shaping technology.
Culture, economy, and regulation influence technological outcomes.
Technology viewed as an extension of human capacity rather than a standalone determinant.

Emphasizes how society shapes technology's use and evolution.
Example: Radio’s transformation from point-to-point communication to broader applications through societal engagement.

Web 2.0 Characteristics

Represents a shift to two-way communication where users create and share content.
Distinct from Web 1.0’s one-way communication model.

Content Creation Participation Levels

1% Rule: For every content creator, 99 users consume without contributing.
Content creators produce original material, while conversationalists share opinions, critics provide negative feedback, collectors curate interesting content, joiners engage in social networks, spectators passively consume, and inactives do not engage online at all.

Medium Theory

Examines how different media affect society and human senses.
McLuhan's sense extension theory highlights radio as an extension of hearing.

24-Hour News Cycle

Results in continuous demand for instant information, often compromising quality.
Prioritizes sensationalism and entertainment over critical news.

Changing Community Dynamics

Virtual communities emerge beyond physical ties, altering how people connect.
Young audiences adopt trends and lifestyles from various social media platforms, impacting cultural norms.

Digital Distraction and Attention Deficit

Online engagement leads to decreased focus and broken social connections.
Development of skills emphasizing referencing over deep understanding.

Generation Me

Increased self-absorption due to the capacity for self-promotion on social media.

Dominance of Major Corporations Online

Top 50 websites comprise about 40% of traffic in the U.S.
Traditional companies maintain significant online influence despite the vast number of websites available.

Behavioral Targeting in Advertising

Utilizes cookies and trackers to deliver personalized advertisements.
Involves practices seen as invasions of privacy to collect user data.

Long Tail Business Model

Online sellers can offer many niche products due to less physical space constraints.
Example: Amazon's vast inventory versus traditional retailers.

Economic Constraints on Media

Economic pressures can limit agency and influence media content choices.

Media Regulation Strategies

Compliance, preemption, reinterpretation, ignoring, and challenging regulations are tools media professionals use to navigate policies.

Imitation in Media Production

Media creators often rely on proven formulas for safety, leading to less originality (e.g., sequels, franchise characters).

Journalism Conventions

Established practices in media fields guide how news is reported, often including efforts to maintain objectivity.

News Coverage Changes Due to 24-Hour Cycle

Emphasizes entertainment over crucial news.
Fills content with discussions rather than substantive reporting.
Encourages homogenization of reporting across outlets.

Socially Constructed Objectivity

True objectivity is unattainable; all reporting reflects intentional bias in story choice and presentation.

User-Generated Content (UGC) in Mainstream Media

Integration of everyday individuals into news reporting, citizen journalism, and collaborative content creation (e.g., Wikipedia).

Media Representation (Distorted Reality)

Media often fails to accurately reflect real-world diversity, reinforcing stereotypes and social inequalities.
Selectively presents groups, often leading to misrepresentation.

Stereotypes and Media

Stereotypes simplify complex group identities into standardized categories, which can be either positive or negative and often contribute to harmful narratives.

Racial Normativity in Media

Whiteness is treated as the default in U.S. media, affecting representation of non-white groups.

Media Representation Issues

Evaluates inclusion, portrayal of minorities, and control over their narratives in media productions.

Clark's Stages of Minority Portrayal

Non-recognition, ridicule, regulation, and respect illustrate evolving portrayals of minority groups in media.

Historical Representations of African Americans

Early film and TV frequently depicted African Americans as entertainers or servants, reflecting racial stereotypes.

Modern Racism vs. Traditional Racism

Present-day racism manifests subtly, often through biased media portrayals, contrasting with more direct forms of past racism.

Minority Strategies for Media Representation

Alternative media development and efforts to alter mainstream narratives from within corporate structures.

Women in Media Representation

Portrayals often reduce women to stereotypes, emphasizing traditional roles as mothers or sexual objects.

Class Representation in Media

Class issues are less prominent in media studies, with most representations favoring upper classes in sitcoms and news coverage.

LGBTQ Representation and Symbolic Annihilation

Historical absence of LGBTQ individuals in media led to erasure of their identities, with harmful portrayals when they are included.

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Explore the evolving landscape of mass media with our flashcards. This quiz delves into how the internet is reshaping our understanding of audiences, communication, and the roles of producers and receivers in media. Perfect for students studying mass media concepts.