COMM 1233 Study Guide - Midterm Guide: Gfk Entertainment Charts, The Magic Window, Psychographic

• School: University of Arkansas
• Department: Communication
• Course: COMM 1233
• Professor: O’ Loughlin

Document Summary

Knowledge structure: sets of organized information that is constructed into patterns that helps us understand new messages, building block of media literacy, provide context we use when trying to make sense of each new media message. Vals: psychographic segmentation (vals typology, argues that people"s values strongly influence their spending patterns and media behaviors, uses 2 broad dimensions: resources and decision motivation (ideals, status/achievement, self-expression, sort consumers into 8 types: If we don"t know out goals or have a low drive, we let media control the process: building block of media literacy. Guidelines about how we should dress in order to be considered attractive. Analysis of media messages: breaking down of a message to meaningful elements. Conflict: most stories begin with a conflict. Desensitization: a long-term emotional effect where the continual exposure to a certain kind of media message erodes the intensity of our emotional reaction.