Media Literacy Chapter 5: Children as a Special Audience – Flashcards
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When we are very young, are minds are not developed enough to allow for an UNDERSTANDING of ABSTRACT thoughts.
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Cognitive Development?
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Emotional Maturity We develop high levels of emotional literacy by gaining experience with emotions and by paying close attention to our feelings when we interact with the media
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Emotional Development?
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We are not born with a moral code about what is wrong or right We must learn as young children what is WRONG & RIGHT
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Moral Development?
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1. Pre-Conventional 2. Conventional 3. Postconventional
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3 stages of Moral Development?
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Children rely on authority to tell them what is wrong or right
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Pre-Conventional? (1st stage of moral development)
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Children develop a conscience for themselves as they internalize what is right and wrong
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Conventional? (2nd stage of moral development)
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Adolescents try to move beyond the conventional norms about what is wrong or right as they are confronted with moral dilemmas Begin to think more deeply about the WHY
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Postconventional? (3rd stage of moral development)
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Children are more keen to accept program cs ontent as accurate "information" due to lack of experience
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How can "lack of experience" in the world effect how children view TV?
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1. Limit the amount of time devoted to advertising in children programs 2. Distinguish a clear separation from children programming to the beginning of advertising (commercials). This is done by a 5 second bumper (absolutely nothing shown on the TV screen for 5 seconds before heading to the commercials)
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What are the two methods the Federal Communication Commission (FCC) has regulated advertisers methods in marketing to children?
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1. Imposing Restrictions 2. Co-viewing 3. Active Mediation 4. Use of program Ratings
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What are the 4 tactics parents have done to restrict children's TV viewing habits?
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Parents and children watch TV together
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Co-viewing? (definition)
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Consists of conversations that parents or adults have with children about TV
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Active Mediation?
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1. Nonmediators 2. Optimists 3. Cynics 4. Selectives
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What are the 4 types of mediation approaches?
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Reinforce Television Content
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Optimists? (mediation approach)
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primarily counters television content
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Cynics? (mediation approach)
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Those who use both positive and negative discussion techniques about TV
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Selectives? (mediation approach)
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False
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True or False: When program ratings is available to parents (to control what content their children watch), they must of the time use the features
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Natural Abilities
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What kind of ability helps people be more media literate and hence need less protection from the media?
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1. Cognitive 2. Emotional
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What are the 2 types of Natural Abilities
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1. Field Independency 2. Crystalline Intelligence 3. Fluid Intelligence 4. Conceptual Differentiation
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What are the 4 cognitive natural abilities?
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Your natural ability to distinguish between the signal and the noise in any message This skill allows people to sort quickly through the field and determine what information is important
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Field Independency?
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1. Noise: the "chaos" of symbols and images 2. Signal: The information which emerges from the chaos
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Noise and Signal? (definitions)
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The ability to memorize facts Best measured by multiple choice test
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Crystalline Intelligence?
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Vertical Thinking
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What type of thinking are people with crystalline intelligence good at?
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Systematic, logical thinking that proceeds step by step in an orderly progression
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Vertical Thinking?
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The ability to create, makes leaps of insight, and perceive things in a fresh and novel manner
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Fluid Intelligence?
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Lateral Thinking
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What type of thinking are people with fluid intelligence good at?
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The ability to to jump to a new and quite arbitrary position, then work backwards to try and construct a logical path between this new position and the starting point. More of a creative thinker
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Lateral Thinking?
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Refers to how people group and classify things The more objects one can classify into MUTUALLY EXCLUSIVE CATEGORIES, the higher degree of conceptual differentiation that individual possess
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Conceptual Difference?
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1. Emotional Intelligence 2. Tolerance for Ambiguity 3. Non-impulsiveness
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What are the 3 emotional natural abilities?
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Our ability to understand and control our emotions
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Emotional Intelligence?
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Not rushing (being impulsive) in making decisions about the messages we are receiving
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Non-impulsiveness?
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