COM 100 Lecture Notes - Lecture 1: Selective Perception, Attitude Change, Symbolic Interactionism

• School: Buffalo State College
• Department: Communication
• Course: COM 100
• Professor: Diane Mc Farland

Document Summary

Encoding- transforming ideas into an understandable sign/symbol system. Technological determinism- the idea that machines and their development drive economic and cultural change. Synergy- the use by media conglomerates of as many channels of delivery as possible for similar content. Oligopoly- a media system whose operation is dominated by a few large companies. Narrowcasting- aiming broadcast programming at smaller, more demographically homogeneous audience. Niche marketing- aiming media content or consumer products at smaller, more demographically homogeneous audiences. Product placement- the integration for a fee of specific branded products into media content. Audience fragmentation- audiences for specific media content becoming smaller and increasingly homogeneous. Convergence- the erosion of traditional distinctions among media. Media literacy- the ability to effectively and efficiently comprehend and utilize mass communication. Platform agnostic- having no preference in where media content is accessed. Fraction of selection- graphic description of how individuals make media and content choices based on expectation of reward and effort required.