Gray shaded
terms NOT REQUIRED
PUBLIC-OPINION SAMPLING
(Probability Sampling); Straw Polls; MEASURING AUDIENCE SIZE (Audit Bureau of
Circulations); Audience Measurement Techniques (Interviews, Diaries, Meters:
Portable People Meter-PPM, Passive meters); MEASURING AUDIENCE SIZE (Hyping;
black weeks, zipping, zapping, & flushing); AUDIENCE ANALYSIS
(Demographics; Cohort Analysis; Geodemographics; Psychographics);
Chapter 15
Mass Communicators; Mass Messages;
Mass Media; Mass Communication; Mass Audiences; MASS COMM MODELS - Basic Model;
IMPEDIMENTS TO COMM – Noise (Semantic, Channel, Environmental); Results of mass
comm: Amplification, Status conferral.
EFFECTS STUDIES - Powerful
Effects Theory, Minimal Effects Theory, Two-step flow model (& multi-step),
Status conferral, Narcoticizing dysfunction; Cumulative Effects Theory - Spiral
of silence; Third-Person Effect; USES AND GRATIFICATIONS STUDIES - Surveillance
Function, Parasocial interaction, Diversion Function; Consistency Theory;
Selective Exposure; Selection Retention and Recall; SOCIALIZATION - Role
Models, Stereotyping; MEDIA-DEPICTED VIOLENCE - Cathartic effect, Aggressive
stimulation, Catalytic theory, Desensitization; MEDIA-INDUCED ANXIETY -
Information Anxiety, Information pollution, Information frustration,
Media-Induced Passivity.
Elitism Versus Populist
Values; Highbrow content (& Middlebrow & Lowbrow); Popularization;
Media-Induced Ritual; Media and Cognitive Dissonance; Agenda setting and Status
Conferral; Private actions vs. public morality; Diffusion of innovations; Human
Alienation; Detribalization, Retribalization, Global Village.
Global Conglomeration; Cultural Subversiveness;
Cultural imperialism; Global Media Models - Bipolar Models: Authoritarianism
vs. libertarianism, Subsystem Model; Syndicates.
Fourth branch of government;
Media Effects On Governance: Agenda-Setting, CNN Effect, Priming, Media
Obsessions (Presidential coverage & displacement, Conflict & change,
Scandals, Horse races, Brevity); Government Manipulation Of Media - Trial
Balloons and Leaks, On, off the record, on (deep) background, Stonewalling
& news blackout, Overwhelming information; Lobbying; Media-Government
Issues - Political Favors, Free Air Time, Tax credits to stations.
First amendment; Prior
Restraint; Public nuisances; Clear and present danger test; Slander and Mass
Media; Concept of libel law; Fair comment and criticism; bad tendency test;
reckless disregard; Intruding on solitude; Harassment; Sunshine laws; Obscenity
and pornography; Copyright - How copyright works.
Prescriptive Ethics Codes
(privacy, timeliness, fairness); Conflict of duties (Duty to self, Duty to
audience, Duty to employer, Duty to the profession, Duty to society); Golden
Mean (Aristotle); Do unto others (Scripture); Categorical Imperatives (Kant);
Utilitarian ethics (Mill); Pragmatic ethics (Dewey); Egalitarian ethics
(Rawls); Social responsibility ethics; Deontological ethics; Teleological
ethics; Situational ethics; Prudence; freebies.
Editorial Cartoons (Conglomeration,
Infotainment, Syndication); Comics: yellow journalism; Persuasive Photography
(Illustrating Advertisements, Illustrating a Cause Poignantly); Newsreel;
Evaluating Visual Messages: Images as Evocative, emotive; Image Ownership;
Image Misrepresentation; Manipulation of Photos; Images & Truth.
Nature of Truth &
Falsity; Authoritarian Media - Authoritarian Control (Censorship, Licensing,
Bribery, Repression, Effectiveness of Controls); Communist Media (Marxist Underpinnings, Marxist
Notion of Truth, Media Unified with Government); Libertarian Model
(Optimism about the Human Mind, Marketplace of Ideas, First Amendment;
Libertarians and Religion); Social Responsibility Model (hallenges to
Libertarianism, Truth
Diversity, Independence,
Access); Freedom and Responsibility (Responsibility versus Profitability,
Exceptions to Social Responsibility).