Questions on the Final exam from lecture notes Not on study guide Media must make money to stay in business Businesses own the media Convergence- media is coming together Gannet company used convergence to bring about change, TV, internet, Print--- brought about change Advertising is a business of persuasive messages Basic model to help explain communication=> Shannon and Weaver: Decision to communication?Encoding?Transmission?Reception?Decoding?Internalization Research on listening: 25% of class is actually listening to class content; only about 12% is actually actively engaged Two-Step Flow Process: 1. Media is injected 2. Opinion leaders George Gerbner- ?Mean World Theory? and Media Effects (Cumulative effects) People who watch a lot of TV thought the world was a meaner, dangerous, violent place. Cathartic Effect- Seeing violence on TV is good, get out of system Catalytic Theory- People may be violent because of the media One question research is trying to answer, ?What effect do media have?? Paradigm Shift- library is no longer a location but its becoming a concept The digital divide- some have access to internet and technology, some do not have access Non-verbal communication- Nixon and Kennedy- Kennedy won because he looked very nice on TV. The more highly educated the more likely to read the newspaper 48% of adults read newspapers everyday People are advertising online rather than newspapers Community weeklies are very profitable, reaches target audience The internet changed everything, it lowered the barrier to entry, don?t have to have printing anymore, anyone can publish anything
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