Writing for Mass Media Midterm – Flashcards
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mass media
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communication that reaches a large number of people in a short time, reaching large and unseen audiences
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noise
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anything preventing a message from reaching it's destination and being understood by the intended audience
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goal of successful mass communication
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right MESSAGE to the right AUDIENCE through the right MEDIA
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components of communication model
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sender, message, medium, receiver
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opinions
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relatively fleeting and easy to change (voter choice)
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attitudes
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held more deeply and more difficult to change, causes some discomfit to change (school loyalty)
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beliefs
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deeply held, what you live and possibly die for (country, religion)
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demographics
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easily identifiable characteristics (age, race, ethnicity, gender)
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psychographics
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culture and experiences that affect the way we think and act (overseas living/travel, war, wealth, poverty)
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5 steps of communication
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1. getting the recipient's attention 2. sending the message so it's received 3. ensuring the message is understood 4. making the message remembered 5. doing it all so message leads to desired goal
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media effects theory
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how media affects society and how society affects media
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agenda setting
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determining what is news
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framing
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the way something is presented
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cultivation
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constant exposure changes views
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reality
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highly distilled version becomes reality
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stereotypes
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classifying someone based on race, age, gender, etc.
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two-step flow
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info moves from media to public in logic and ordinary way
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multi-step flow
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included opinion leaders, early adapters
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uses and gratification
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appeals to wants and needs, often distinguishing one for the other
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hierarchy of needs
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ordering of what is important: physiological , safety, social, ego, self-fulfillment
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cognitive dissonance
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message challenges beliefs, creates uneasiness, exposes something out of the ordinary -in marketing: consumer remorse -in communication: anything out of the ordinary
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cognitive dissonance
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often needs to be overcome by the first affirming the need for change or decision made
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cognitive dissonance
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can be used to communicator's advantage because the uneasiness it caused attracts attention (wording and signage)
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diffusion and adoption
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bases communication on public understanding of issue, based on continuum of 1. awareness 2. interest 3. trial 4. evacuation 5. adoption
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behavior communication
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-awareness -latent tardiness -triggering event -behavior
