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What is a key characteristic of traditional media?
Which of the following is an example of new media?
During the prehistoric times, what type of media was primarily used?
What major changes are associated with the Industrial Age?
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Which of the following statements accurately differentiates new media from traditional media?
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Which of the following is NOT considered a form of traditional media?
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What role does traditional media play in society?
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What is a defining trait of new media compared to traditional media?
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What does the Uses and Gratifications Theory primarily focus on?
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According to the Uses and Gratifications Theory, what motivates media consumption?
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What assumption is made about media users in the Uses and Gratifications Theory?
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Which of the following best represents the concept of escapism in media consumption?
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How do citizen journalists influence the media landscape?
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What is meant by the term 'two-way communication' in the context of social media?
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Which factor does NOT drive media use according to the assumptions of the Uses and Gratifications Theory?
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Why might one choose to engage in in-person conversation instead of consuming media?
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What does the term 'Cognitive Needs' refer to in the context of media usage?
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How does the Cultivation Theory describe the impact of long-term media exposure?
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What is meant by 'Kind World Syndrome'?
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Which need focuses on relaxing and escaping self-awareness through media?
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Why do different types of media either thrive or die out?
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What does Mainstreaming refer to in Cultivation Theory?
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How does the concept of Surveillance relate to media usage?
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Which aspect of personal identity is influenced by media characters?
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What does the Spiral of Silence primarily describe?
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At which level of the Spiral of Silence are people most likely to express their views confidently?
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What effect does cancel culture have on the expression of unpopular opinions?
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What is one of the primary purposes of using sex and nudity in advertising?
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What is implied by the feedback loop in the Spiral of Silence?
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What does the Framing Theory suggest about decision-making?
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Which group within the Spiral of Silence may express their views but with caution?
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What is an example of the Heuristic that relies on emotional state during decision-making?
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How do anonymous individuals influence online behavior in the context of the Spiral of Silence?
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How do safety campaigns utilize framing?
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What does Media Hegemony refer to in the context of the Spiral of Silence?
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Which term describes the tendency to rely on easily recalled information when making decisions?
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What psychological factor may prevent individuals at the bottom of the Spiral from expressing their opinions?
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What is an example of positive media that could inspire viewers to help others?
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What aspect of advertisements can be influenced by framing?
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In the context of framing, what does Prospect Theory emphasize?
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Study Notes
Traditional vs. New Media
- Traditional media refers to established communication channels pre-internet, like television, radio, newspapers, and billboards.
- New media is digital content distributed on platforms like social media, search engines, and blogs, emphasizing user interaction.
Prehistoric Age (200,000-4,000 BCE)
- Media was primarily tactile and permanent, such as cave paintings, rock carvings, music, and dance.
- Only those in positions of power had access to media.
Industrial Age (1760-1929 CE)
- Marked by mass production, broadcasting, and the rise of the nation-state.
- Media became more accessible and focused on mass communication.
- Difficulty measuring impact due to a lack of accurate data.
Spiral of Silence
- People are less likely to express unpopular opinions for fear of social isolation.
- Media hegemony occurs when a single perspective dominates, suppressing diverse opinions.
- Three levels of the spiral:
- Top: People with dominant opinions express themselves freely.
- Middle: People are hesitant to express differing views.
- Bottom: People are unlikely to express differing views due to fear.
Cancel Culture and the Spiral of Silence
- Fear of backlash and public shaming discourages people from expressing unpopular opinions.
- Perceived dominant opinions reinforce silence through a feedback loop.
- Anonymity allows individuals to engage in controversial behavior without fear of consequences.
Debate on the Spiral of Silence's Validity
- The internet offers a platform for diverse opinions, potentially lessening the spiral.
- Social media allows for more reciprocal communication and expression.
- Citizen journalism contributes to shaping news and opinions, counteracting traditional media dominance.
Uses and Gratifications Theory
- People actively choose media to satisfy specific needs and gratifications.
- Users are aware of their reasons for selecting media.
Assumptions about Media Consumption
- Media use is driven by individual, social, and psychological factors.
- Media use is goal-oriented and motivated by needs.
- Media competes for attention with other forms of communication.
- Users are in control of media usage.
Categories of Mass Communication
- Diversion/Escapism: Using media for stimulation, relaxation, or emotional release.
- Personal Relationships: Media as a substitute for real-life interaction.
- Personal Identity: Associating with media characters and adopting their values and behaviors.
- Surveillance: Media used to gather information and satisfy a need for knowledge.
Social and Psychological Needs Gratified by Media Usage (CAIST Acronym)
- Cognitive Needs: The need to acquire information.
- Affective Needs: The need for aesthetic or emotional experiences.
- Integrative Needs: The need to strengthen confidence, status, and credibility.
- Social Integrative Needs: The need to strengthen relationships.
- Tension Release Needs: The need to relax or escape by lessening self-awareness.
Implications of Uses and Gratifications in Contemporary Media
- Explains the adoption of new media and the decline of others.
- Consumers curate their own media experiences through algorithms.
- Users bear responsibility for their media choices and experiences.
Cultivation Theory
- Long-term exposure to media influences how people perceive the world and behave.
- Depending on the media, effects can be positive or negative.
Key Concepts in Cultivation Theory
- Mean World Syndrome: Exposure to violence leads to perceiving the world as more dangerous.
- Kind World Syndrome: Exposure to positive media leads to a more positive outlook on life.
- Television Perspective: TV viewers may develop a distorted view of the world.
- Mainstreaming: Consistent exposure to similar media leads to shared perspectives.
Implications of Cultivation Theory in Contemporary Media
- Sex and Nudity: Media often uses sexual imagery to attract attention.
- Hopecore: An online trend promoting positive content and a hopeful view of life.
Framing Theory
- Individuals make decisions based on how issues are presented, rather than on objective facts themselves.
- Positive framing makes options more appealing.
Framing Effect: Why Does it Happen?
- Prospect Theory: Framing influences the perceived certainty of gains or losses.
- Availability Heuristic: Using easily accessible information when making decisions.
- Affect Heuristic: Relying on emotions rather than long-term consequences in decision-making.
Implications of Framing Theory in Contemporary Media
- Advertisements & Retailers: Framing is used in marketing to influence purchasing decisions.
- Safety Campaigns: Framing highlights the gravity of risks and hazards.
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Description
Explore the contrasts between traditional and new media, focusing on their historical contexts and impacts. Delve into the Prehistoric and Industrial Ages, and understand the concept of the Spiral of Silence in communication. This quiz highlights the evolution of media and its influence on society.
