Art of discovering all available means of persuasion
What is Rhetoric?
100
According to the Narrative Theory, a conceptual framework that works as an interpretive lens for seeing the world through stories; universal model that calls for people to view events through a common interpretive lens
What is a paradigm?
100
Gives you a set of tools to think about how things get adopted by other people; explains how an idea or product gains momentum and spreads throughout a specific community or population
What is diffusion of innovations
100
Media affects everyone in the same way; in contrast to this theory
What is the uniform effects model?
100
The study of different personal and social environments created by the use of different communication technologies
What is Media Ecology
200
Three artistic proofs of rhetoric
What is logos, ethos, pathos?
200
The three prongs of the Cultivation Hypothesis
What is institutional analysis (prong 1), message system analysis (prong 2), cultivation analysis (prong 3)
200
Viewed by community as knowledgeable, credible, trusted, and aware; best able to address characteristics of innovations in context of community
What is an opinion leader?
200
Fundamental assumption of Uses and Grats
What is that people deliberately use media for their own particular purposes?
200
Socially constructed, sensory world of meanings that shape our perceptions, attitudes, and behaviors
What is Symbolic Environment?
300
According to Dramatism, when two or more entities share common ideas, attitudes, etc. they become united in substance
What is consubstantial?
300
According to the Narrative Theory, this refers to when the story hangs together. Asks: is there internal consistency? Are all of the details there? Does the order make sense?
What is Narrative Coherence
300
Characteristic of innovation that references how an idea or product matches the adopter's values, experiences, and culture
What is compatibility?
300
Passing time, companionship, escape, enjoyment, social interaction, and relaxation are 6 of the 8 motivations to account for TV viewing habits. The other 2?
What are information and excitement?
300
Specific type of media; singular; ex: book, TV, radio, phone
What is Medium
400
According to Dramatism, the tension, shame, stress, anger intrinsic to the human condition and a result of our awareness of our place in the hierarchy
What is Guilt?
400
According to the Narrative Theory, this term refers to if a story rings true and humane. Asks: does the story match my own experiences and beliefs?
What is Narrative fidelity
400
Adopter category comprised of the visionaries looking for a break through; group that marketers want to work with; opinion leaders with similar responses to the average person
Who are the early adopters?
400
Sense of friendship or personal attachment that develops between TV viewers and media personalities
What is a parasocial relationship?
400
Hearing more valuable as it makes you more aware of surroundings; oral communication (spoken word is immediate; exists only at the moment it is heard); no well developed alphabet
What is Tribal Age
500
According to Dramatism, the 5 components of the dramatic pentad
What is act, actor/agent, agency, scene, and purpose
500
The three components of mainstreaming, which happens to heavy TV viewers who develop a common outlook on life
What is blurring, blending, and bending
500
Five stages of the innovation-decision process?
What are knowledge, persuasion, decision, implementation, and confirmation?
500
Three other key assumptions of this theory
What are that people seek to gratify needs, media compete for your attention and time, and media affect different people differently
500
Era of instant communication; ex: Telegraph – radio – telephone –film projector –phonograph – television; instant communication has returned us to a pre-alphabetic oral tradition sound and touch are more important than sight; global village