Sara Corsi

Monday, May 4, 2015

Things to Focus On From Last Day of Class

SCMR Model

- first developed by Shannon and Weaver, but refined by David Berlo and Wilbur
Schramm in 1954

- Explains the exchange of information as the message passes from the source to the
channel to the receiver with feedback to the source

Example
- you are at home watching Keeping up with the Karsdashians (the message)
- E! Television Network generates the message (the source)
- microphones and cameras the the television studio encode the message
- it is submitted through a broadcast transmitter to your TV ( the decoder)
- you tune onto E! network and watch the message (receiver)
- Mass communication is a one-to-many communication
- Mass media is communicated through channels like TV, newspaper, radio, film
- Social media is challenging the SMCR model because it is no longer a one-to-many
communication, but a system of multiple messages and instant feedback from friends.
We now create our own content and can share those messages through the channel
of social media for people to comment on and share their beliefs, as well

Diffusion of Innovation

- helps us understand the process by which a new innovation is communicated through

media and interpersonal channels over time along members of a community (how a
new product is introduced, accepted, and adopted by society)

- All new products follow a price model- the first few units are high in cost, then when
everyone is buying them they are at a reasonable cost, then when no one wants them
anymore they sink to a low cost

- How quickly an innovation succeeds depends on:

cost
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Sara Corsi

Monday, May 4, 2015

relative advantage of adopting the technology compared to sticking with the one
you already have

if it is compatible with things you already own

if it is difficult to use
if people are familiar with similar technologies, they will be more likely to try out a
new gadget

If the technology is a social norm, more people will buy it

- First people who adopt a new technology are innovators
- people who hear good things from the innovators through blogs or friendships are
called early adopters

- early majority: people who join the trend as it begins to go mainstream

- late majority: those who wait to see what most people are going to do
- laggards: those who wait until it is absolutely necessary to jump on board with the
new technology

- Some technologies need a large group of people to adopt to it for it to be valuable

(Facebook, email)

Wave of Creative Destruction

- term coined by Joseph Schumpeter

- idea that there is a constant cycle of invention, adoption, reinvention that constantly
destroys the existing systems to make room for new ideas and inventions

- These changes are normally made by outsiders or people known as Game changers
people who challenge the norms and establish a new way of doing something

- Example: you loved you blackberry but a creative wave of destruction that brought in
the iPhone made you change to the iPhone

Technological Determinism

- theory that the media has power to change society and culture
- Example: cell phones have changed laws and social protocols
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Monday, May 4, 2015

at first nobody had them, now 20 years later everyone has them
make the world much smaller, can contact anyone, anytime, anywhere in the world
people are addicted to texting and constantly on their phones even when with
friends

driving has been influenced as laws have been enacted to prevent people form
using their phones while driving

Elevation

- creating a warm, uplifting feeling that people experience when they see unexpected
acts of human goodness

- elevation creates a sense of greater kinship and connectedness throughout people

- decreases prejudices
- watching motivational or elevational videos lead to uplifted mood and higher feelings
of elevation in a study

Cultivation

- theory that people who are exposed to TV more will be likely to believe that the world
itself is exactly like how it is portrayed in the news (assume there are higher risks of
being a victim of violent crime since its on TV so much)

- People who are exposed to too much violence on TV may accept violence in their
own life or behavior because they believe it is normal

- Believing that the real world is just like what is on TV, media influences how we see
our world

Social Learning Theory

- theory where people imitate the behaviors they see in the media through
observational learning

- If the people on TV are not receiving any punishments, then people believe that if
they do the same behaviors they wont be punished either

Sara Corsi

Monday, May 4, 2015

- Also, if a bad guy gets caught doing something bad on TV and someone observes
that, they will be less likely to commit a similar crime

- Example: children in the Bobo doll psychology experiment

Uses and Gratifications

- Theory that as an active audience, users actively seek media that will meet their
needs for knowledge, social interaction, and diversion

- Different types of media satisfy different needs

- Examples of uses and gratifications
go on Facebook to fulfill the desire to feel connected and loved
watch tv show because it is funny and lightens your mood
scroll through instagram because it relaxes you
Agenda Setting and Gate-Keeping

- Idea that the people in charge of the media are the ones who get to decide what gets
talked and thought about in our world.

- Gatekeeping emphasizes the crucial role of media managers and editors who get to
either close or open the gate on a story

- Media coverage affects public opinions, and the media has the power to portray
situations and people in certain lights

media has the power to publish some stories over others and therefore decide what
is the news of the day

Ethical Principles

- Golden Mean: Aristotles idea that moral virtue is finding the appropriate balance
between the two extremes- giving balanced view points and facts when reporting a
story

- Golden Rule: treat others the way you want to be treated - use integrity and morality
when making decisions and be compassionate

Sara Corsi

Monday, May 4, 2015

- Categorical Imperative: act on things that you see need changing in our world
(airbrushing models in magazines)

- Utilitarianism: actions that perform the most good for the most people (example: a
reporter could publish a exposing story on a celebrity, but it wouldn't be doing any
good for people except making them gossip and it would be harming that celebrity,
only person it would be doing good for would be the reporter himself)

Potters Box

- a process approach to deciding on ethical actions developed at Harvard

- Example
define the situation
identify the values
look for principles that underlie the options
clarify your loyalties

Free Speech

- Speech is protected in person and over media as long as it is not defamation,

obscenity, invasion of privacy, or inciting a riot

- First amendment protects:

freedom of religion
freedom of speech
freedom of the press
right to peaceably assemble
right to petition government to redress an issue
- Commercial speech is not protected when it is misleading to the consumer or it is
conveying a false message

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Monday, May 4, 2015

- Government protects free speech because it allows for people to test out different
hypothesis and ideas to find the truth, allows for self realization and fulfillment, as well
as finding a way to check on government power and make sure there is still a
marketplace for ideas

Communication and Transportation

- Before the telegraph, messages were only able to be communicated through

transportation

- Examples: carrier pigeons, pony express

- After the telegraph, messages could go from one place to another without anyone
having to bring them there

- Examples: phone calls, texting, instant messaging, tweets

Convergence

- When new technologies and companies compete with old ones for dominance
ex. Amazon and Apple are taking over the book and music world leaving places like
FYE and Borders bankrupt

- Old medias like newspapers and hard copies of book are losing popularity to digital
versions that are cheaper and can last forever

Information Society

- A society where the economy is driven by the consumption and production of

information

- US shifted to an information society in the 1960s, but few other countries have done
the same since

- 3/5 of the US workforce is employed with some type of information worker job
- Everything is digital: telephone, print media, film, video games, recordings, cable and
satellite TV, broadcasting > all people in these fields are information workers

Digital Divide

Sara Corsi

Monday, May 4, 2015

- Internet is creating a digital divide between the rich and poor people in America
- People who lack access to internet are missing out on educational, employment,
social, cultural, aspects of our world

- If this continues to go on, the poor will continue to fall deeper into poverty with little
options to bring themselves out of it

Characteristics of the Media

- Intangible: does not have a physical presence, unable to be touched or grasped

- Nonexcludable: hard to control distribution
- Nonrivalrous: many people can use it simultaneously and it will never get used up
- An experience good is a product or service that you can enjoy upon consumption,
cant know if you like something until you try it (concert, hair cut, restaurant)

Cost Characteristics

- First copy costs: all of the costs (time, effort, purchasing of equipment) that goes into
creating the first copy

- Fixed costs: costs that remain the same no matter how many copies you make
(buying the equipment itself)

- Marginal costs: how much it costs to produce each additional copy after the first one
- competition: when different firms try to sell or produce the same type of good or
service and need to compete with another to win over the customers, competition was
encouraged by the Telecommunications act of 1996

- monopoly: domination of the market by a single company (early AT&T)

- oligopoly: domination of the market by a few big companies (the Big 5)
- economies of scale: when you have the infrastructure to produce large quantities of a
good at lower prices than if you were to create a smaller number

- economies of scope: when you use the infrastructure you already have to create
similar products (orange, apple, and grape juice from same factory)

Web 2.0
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Sara Corsi

Monday, May 4, 2015

- the shift to more user generated content and interactive platforms on the internet
- The audience provides the form of entertainment on sites like Facebook, Twitter,
Buzzfeed

- Advertisers hope that consumers will blog/tweet/post about their product because that
is the new way for them to get buzz

Network Externalities/Effects

- Network externalities/effects occur when a network is valuable due to its increase of

size

- Larger networks have a competitive advantage over smaller networks because they
are more valuable

example: you got rid of your blackberry to switch to iPhone because all of your
friends had iMessage. The network of apple is valuable because so many people
are on it and outsiders switch over because they want to be able to get in touch
with their friends.

Intellectual Properties

- Patents: superior to copyrights, protect against people making similar or more

innovative versions of your product
Trademarks: the actual name that is used to distinguish one product from another ex.
Pepsi or Coke

- Copyrights: legal right to control tangible intellectual property and the privilege to use,
sell, or license creative works

ACRONYMS
TECHNOLOGIES
AM: carry info using amplitude (talk,news, and foreign radio)
FM: carry info using frequency (music)
DBS direct broadcast satellite - satellite service that transmits television signals from satellites to
home receivers
HDTV: High Definition Television
NFC: Near field communications, future cell phone technology
DSL: digital subscriber lines that send high speed data over existing phone lines
MODEM: Modulator-demodulator that encodes and decodes messages
BIT: smallest unit of digital information

Sara Corsi

Monday, May 4, 2015

BYTE: eight bits

PSTN: public switched telephone network (worlds connection of government and private phone
lines around the world)
3G: Third generation- cell phones with high speed data transmission capacity for videos and
internet
4G: Fourth generation- adopted LTE to treat both voice and data streams as packets so its
faster
INDUSTRY LABELS
O&O: owned and operated- tv networks have stations that they own and operate
MSO: Multi service provider - comcast provides phone, tv, and internet
RBOC: regional Bell operating company- original local phone companies
LEC: Local exchange carrier
IXC: interexchange carrier (long distance calls)

REGULATORY ORGS
ITU: International telecommunications union (oldest union in the world that manages the
frequency spectrum)
ICANN: Internet corporation for assigned names and numbers - international body for governing
the internet
FCC: Federal communications commission US body that regulates communications
FTC: federal trade commission US body that regulates trade
LAW/POLICY
SOPA: Stop online piracy act- congress bill that was shut down bc it was too intrusive to
peoples internet rights
MFJ- Modified Final Judegement- shut down AT&T monopoly in 1984
DMCA- digital millenium copyright act made it illegal to copy CDS onto hard drives and then
distribute them on sites like Limewire