COM 107 Study Guide - Midterm Guide: John Everett Millais, Clairol, Soft Sell
26 Jan 2014
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Sender encoding message (symbols) decoding reciever. Encoding= translating ideas into symbols: decoding= constructing meaning from symbols, messages go through a mass media channel, gatekeepers filter. Modern vs. postmodern: modern= beginning of industrial revolution and stretching to mid 20th century. Manufacturing centers, inexpensive product: efficiency, individualism, rationalism, progress. Appeals to ordinary people but creating conflict between the elite. Food court in malls, italian, japanese, american: nostalgia, paradox. Parasocial relationships: people are aware of their needs, people are active media consumers, reasons for watching tv, surveillance (need for info, social utility (connecting) Media allusions: identifying formation and expression (music for teens, buffering (mood management, diversion (entertainment) Mass media & mass communication: mass media channels, newspapers, books, magazines, radio, tv, internet, cultural model, individuals bring diverse meaning to messages. Selective exposure= consumers shaping media messages to fit or support their own values or viewpoints.
