Oral tradition reigned and face-to-face talking and listening were primary forms of communication.
What is The Tribal Epoch
100
Users choose media they think it's something they want or value. Focuses on how individuals use media.
What is The Users and Gratification Theory
100
All media that address mass audiences.
What is Mass Communication.
200
Ushered in by the invention of the telegraph which made it possible for people to communicate personally across distance.
What is The Electronic Epoch.
200
Media's ability to select and call public attention to ideas, events and people.
What is The Agenda Setting.
200
A person, group, or institution that controls the choice and presentation of topics by the media.
What is Gatekeeper.
300
Invention of the phonetic alphabet inaugurated the literate epoch, in which common symbols allowed people to communicate in writing.
What is The Literate Epoch.
300
Focuses on relationships between mass communication and the rituals and patterns of everyday communication.
What is The Cultural Studies Theory.
300
The extent to which something (specifically phenomena on television) is congruent with personal experience; one of two mechanisms used to explain television's ability to cultivate synthetic worldviews.
What is Resonance.
400
Invention of the printing press made it possible to mass-produce written materials, so reading was no longer limited to elite members of society.
What is The Print Epoch.
400
Theory that states that media directly affects vulnerable, passive audiences.
What is the Hypodermic Needle Model.
400
The effect of television in stabilizing and homogenizing views within a society; one of two processes used to explain television's cultivation of synthetic worldviews.
What is Mainstreaming.
500
A claim that TV cultivates, or promotes, a worldwide view that is inaccurate but that viewers assume is real life.
What is The Cultivation Theory.
500
Incorporating a product or brand into actual storylines in books, television programs, and films.