“Media doesn’t tell the public what to think, but tells them what to think about” (lecture notes, Cohen). In other words, the media sets the agenda for what to think about.

Terms (SHLAC): Salience, High-threshold, Low-threshold, Adgenda building, Content analysis

"The process by which innovations spread to the members of a social system over time. Usually concerned with messages that are NEW ideas. Follows primary message from the sender" (Lindsay's lecture notes). In other words, how media defuses through a society/culture.

Terms (MIPI): Message delivery, Interpersonal message diffusion, Preventative message innovation, Incremental innovation

As the media flow into a system increases, so does the gap of knowledge between socioeconomic classes (lecture notes).

Terms (CSRAN): Communication skills, Stored information, Relevant social contacts, Audience Analysis, Nature of the mass media

presentation of certain stimulus primes related thoughts and in certain cases, related actions. In other words, certain types of media conjures up particular thoughts, leading to some sort of action.

Terms (FDICJ): Frustration-aggression hypothesis, Disinhibition, Imitation, Catharsis, Justified / unjustified

[attitudinal] people tend to overestimate the effect media will have on others, [behavioral] thus they will take an action to limit the effect (lecture notes)

Terms (OSEPS): Ostensible audience, Social distance, Experts, Pluralistic ignorance, Spiral of silence

People use the media for gratifications. People are not controlled and manipulated by the media but use it for satisfying particular desires or needs.

Retzinger: Uses and Gratifications explores what people DO with the media not HOW the media effects people: explaining HOW individuals use media for certain gratifications, discovering the underlying motivations of media USE (Meg’s lecture notes).

Terms (AGSPI): Active audience, Goal orientated media use, Self aware media use, Personal identity, Intergration and social interaction

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