MC 2000 : MC2000 EXAM 2
Document Summary
Golden meme: don"t know in depth, but just the idea that it doesn"t have to be one extreme or the other; there is a happy medium; aristotle. Propaganda: messages that are designed to change the attitudes and behaviors of huge numbers of people who are less connected with controversial issues in society. Magic bullet: hypodermic needle; the idea that messages delivered through the mass media persuade people powerfully and directly without the people having any control over the way they react. Use and gratifications research: research that studies how people use media products to meet their needs and interests. Interviews and surveys: how they do use and gratifications research; they treat their audience as active, knowledgeable, responsible consumers. Cultural studies: the idea that all different kinds of mass media present their audience with technologies and texts they find meaningful; they gauge a relationship between mass media and social authority.
