MC 2000 Lecture : Test 1 Lecture Notes
Document Summary
Bad feelings about paterno: spiral of silence when people are quiet when they think their views are in the minority. Grown up and went off the wall. Once he died it is all positive coverage. High/low art buffy actually dealt with some great societal issues. Cognitive dissonance: when you will not listen to anything that you don"t agree on. High culture: identified as good taste and often supported by wealthy patrons and corporate donors. Low culture: aligned with questionable tastes of the masses who enjoy the commercial junk. Mass communication 2000 monday 01/23/12 circulated by the mass media. Audiences shape media to fit their own perceptions. Audiences typically seek messages that correspond with their own cultural beliefs. Early approaches: hypodermic needle theory: media has a direct effect, minimal effects: media has an indirect effect. It just reinforces current behaviors: uses and gratifications: people seek out specific media to gratify their own personal needs.
