COM 101 – Introduction to Communication Review Sheet Chapter 14 – Mass Communication

What is mass communication?

o What types of communication fall into this category?

Consider the evolution of mass communication. (Discuss the 4 eras and their implications.)

How does mass media serve individuals’ needs & desires?

Consider mass media’s influence on human knowledge & perspectives.

How does mass media advance the dominant ideology?

Discuss the 5 mass communication theories discussed in class.

o The Hypodermic Needle Model

o Uses & Gratifications Theory

o Agenda Setting

o Cultivation Theory

o Cultural Studies Theories

Discuss the way digital media has influenced mass communication.

What guidelines do we have for engaging mass communication? Key Terms:

Agenda setting

Audience studies

Cultivation

Cultivation theory

Cultural studies theories

Electronic epoch

Frame analysis

Gatekeeper

Global village

Hypodermic needle model

Immersive advertising

Literate epoch

Mainstreaming

Mass communication

Mean world syndrome

Political economy

Print epoch

Product placement

Puffery

Resonance

Textual analysis

Tribal epoch

Uses & gratifications theory