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312 Section 4 Contemporary Mass Communication Theory Critical Thinking Questions 1. Have your opinions about a controversial issue in the news ever been spiraled into silence? If so, what was the situation? If not, have you ever had to resist the temptation to remain silent in the face of opposing opinion? If so, what were the circumstances? Has the emergence of the Internet, with its distance and anonymity, altered your willingness to speak out or remain silent? 2. Do you vote? Why or why not? How important do you think your participation in the democratic process really is? That is, can one citizen make a difference? If you answer yes, do you find the theories presented in this chapter troubling? Why or why not? If you answer no, can you find an explanation for that response in the theories discussed here? Are there forms of participation that do not Key Terms information diffusion theory meta-analysis early adopters change agents social marketing theory targeting hierarchy-of-effects model digital divide media system dependency theory knowledge gap digital literacy corps agenda-setting involve traditional activities like voting or political party activities that you do engage in? What are they? Why do you choose these over more traditional forms of activity? 3. When it comes to technology (e.g., a new Internet application, the latest recording equipment, or an innovative automotive device) are you a change agent, an early adopter, an opinion leader, or an opinion follower? What is it about you that determines where you stand in the process of the diffusion of innovation? Do you know any technological early adopters? What makes them like or different from you? Do you think there are gender differences—that is, are there some innovations in which one gender rather than the other might be more likely to take the lead? Why or why not? priming agenda-building framing theory second-order agendasetting frames spiral of silence news production research objectivity rituals media intrusion theory social capital Copyright 2010 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
MEDIA AND CULTURE THEORIES: MEANING-MAKING IN THE SOCIAL WORLD CHAPTER11 How would you describe yourself? What are your ideal personal attributes? Whom would you want to be like? How do you relate to other people? What expectations do others have of you, and what do you expect of them? How do you deal with difficult social situations? Where do you turn for information about your friends, and where do they find out about you? These are the sorts of questions we face every day as we work to find our place in the social world and develop relationships with other people. For most of us, even though the answers to these questions constantly shift, we don’t have too much trouble dealing with them. As we move through the many different situations that structure our everyday lives, our sense of ourselves undergoes continual change, as does our understanding of others. Still, most of us don’t think much about these sometimes dramatic changes; rarely do we question who we are or our understanding of others. We have developed habits that help us ably cope with the social world. We live in a social world structured by the everyday culture we share with others around us. This culture consists of the personal identities we use to understand ourselves and to present ourselves to others, as well as the expectations we have that structure our communication and relationships with others. Everyday culture also involves the commonsense stock of knowledge about the social world that we have learned to cope with everyday problems and situations. Increasingly, media have become important to the way we develop this everyday culture. Media use has become central to developing and maintaining relationships with others. Texting, social networking websites, and Twitter connect us with others in ways we find essential. But, argues Himanshu Tyagi, a psychiatrist at the West London Mental Heath Trust, these media may be changing our lives in ways we don’t yet understand. Those born after 1990, he said, may be different from previous generations because “young people who have no experience of a world without online societies put less value on their real world identities and can therefore be at risk in Copyright 2010 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. 313
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Copyright 2010 Cengage Learning. Al
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1959 C. Wright Mills’s The Sociol
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From the Wadsworth Series in Mass C
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This is an electronic version of th
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To Sidney Kraus His words and actio
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x Contents CHAPTER 2 FOUR ERAS OF M
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xii Contents Limitations of the Exp
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xiv Contents Development of Recepti
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xviii Preface Many if not all of th
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xx Preface THE USE OF HISTORY In th
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xxii Preface about these issues. We
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xxiv Preface their refinement in he
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4 Section 1 Introduction to Mass Co
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CHAPTER 2 convergence The erasure o
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SECTION 2 42 THE ERA OF MASS SOCIET
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46 Section 2 The Era of Mass Societ
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CHAPTER 5 96 NORMATIVE THEORIES OF
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SECTION 3 132 FROM LIMITED-EFFECTS
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CHAPTER 7 OVERVIEW 174 MOVING BEYON
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SECTION 4 238 CONTEMPORARY MASS COM
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240 Section 4 Contemporary Mass Com
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REFERENCES Adbusters. (2002). “Th
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366 References Century, April 17. (
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368 References Argument about New M
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370 References Gerbner, G., L. Gros
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372 References 1942-1943. New York:
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374 References Lasswell, H. D. (192
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376 References Miller, K. (2005). C
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378 References Preiss, R. W. (2007)
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380 References Smillie, D. (2009).
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382 References query Human capacity
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384 Index children, focus on functi
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386 Index I ice-age analogy, 342 Id
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388 Index media and culture theorie
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390 Index sensemaking, decoding and
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392 Index theory, understanding and
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