| A | B |
|---|
| psychographics | Statistical data on attitudes, opinions, values |
| demographics | Statistical data on age, sex, income, education |
| selective exposure | The receiver can choose what s/he hears or sees, channel surf, without necessarily receiving the given message. |
| HYPE | Exaggerating a message to sound bigger or more important. |
| PROPAGANDA | A message designed to change people's behaviors. |
| COEXPRESSION | A message which appeals to more than one sense--audio and visual. |
| THE BULLET THEORY | The broadcast message is directly received and understood by the audience. |
| TWO-STEP FLOW | A receiver's interpretation or reaction to a mass communication is often changed or influenced by opinion leaders. |
| SPECIALIZED MEDIA | A medium which only carries messages designed for a particular target audience |
| TARGET AUDIENCE | A group of people identified as having similar demographic and psychographic data. |
| PERCEPTUAL FILTERING | Our understanding of reality is automatically filtered by physical, psychological, educational, ethnic, gender, etc. factors. |
| TECHNOLOGICAL DETERMINISM | The technological inventions, not man, drive our morality and lifestyle decisions. (ex. cloning) |
| FUTURE SHOCK | Human beings may not be able to cope with the rapid changes technology is forcing on society, religion, morality, work. |
| ENFORCED OBSOLESCENCE | To increase sales, manufacturers design and sell products that cannot be repaired so that the consumer is repeatedly forced to buy a new one. |
| GATEKEEPER | Anyone who can control the flow of information |
| FEEDBACK | Information sent from the receiver to the sender in response to a message. |
| MASS COMMUNICATION | A message designed to be used repeatedly which is carried over mass media. |
| MASS MEDIA | A medium capable of communicating one message to millions of receivers. |
| IMAGE | A manipulated "picture" created by the media to package or sell a person, company, product or idea. |
| Marshall McLuhan | the father of media studies |
| Alvin Toffler | Writer and analysist of the impact of technology on human beings |
| GLOBAL VILLAGE | Everyone world wide is now wired together to instantaneously receive messages and communicate. |
| REARVIEW MIRROR | Uncertain about the future, man prefers to look backwards in time to a more familiar, idealized, and settled past. |
| THE MEDIUM IS THE MESSAGE | The medium you choose to carry your message communicates more than or as much as the message itself. |
| MEDIUM | the "thing in between" the sender and receiver that carries the message. |
