Media Literacy & Research Flashcards Flashcards

Front

Authorship

Back

Authorship asks who created a media message and what interests or perspectives they bring. Identifying the creator helps reveal potential biases, motivations, and the context behind the message. This informs how we evaluate credibility and intent.

Front

Creative Techniques

Back

Creative techniques are the visual, auditory, and narrative tools used to attract attention, such as camera angles, music, color, and editing. They shape emotional responses and guide interpretation. Recognizing these techniques helps decode how messages influence audiences.

Front

Audience Interpretation

Back

Audience interpretation acknowledges that different people can understand the same message differently based on background, experience, and identity. Social context and prior beliefs influence meanings assigned to media. Considering multiple perspectives reduces assumptions and broadens critical analysis.

Front

Values and Omissions

Back

Values and omissions refer to which lifestyles, viewpoints, or facts are highlighted or left out of a message. What is included or excluded reflects priorities and can shape public perception. Noticing omissions helps reveal hidden agendas or blind spots.

Front

Purpose

Back

Purpose asks why a message is being sent, such as to inform, persuade, entertain, or sell. Understanding purpose clarifies the intended effect and potential biases. It also guides how critically we should evaluate the content.

Front

Constructed Messages

Back

The principle that all messages are constructed means media are deliberately created, not neutral reflections of reality. Choices about language, images, and structure shape meaning. Recognizing construction helps viewers question assumed truths.

Front

Media Language

Back

Media language refers to the creative language and rules—like framing, editing, and genre—that producers use to communicate. It creates conventions audiences learn to read and interpret. Understanding this language improves media literacy.

Front

Different Experiences

Back

Different experiences highlights that people’s interpretations vary due to identity, culture, and context. A single message can produce multiple, sometimes conflicting, readings. Acknowledging this fosters empathy and critical discussion.

Front

Embedded Values

Back

Embedded values are the beliefs and viewpoints that media messages implicitly promote. These values influence audience attitudes and normalize particular perspectives. Spotting them helps reveal ideological biases.

Front

Profit or Power Motive

Back

Many media messages are organized to gain profit or power, shaping content to attract audiences and influence behavior. Economic and political incentives affect story selection and framing. Awareness of these motives helps evaluate trustworthiness.

Front

Quantitative Research

Back

Quantitative research uses numbers and statistical methods to identify patterns or relationships among variables. It is useful for measuring prevalence, trends, and correlations. Well-designed quantitative studies provide generalizable evidence.

Front

Qualitative Research

Back

Qualitative research focuses on meanings, experiences, and interpretations using interviews, observations, and textual analysis. It explores depth, context, and how people make sense of phenomena. Qualitative findings enrich understanding where numbers alone fall short.

Front

Attention Economy

Back

The attention economy describes a system where human attention is the scarce resource that companies compete to capture and monetize. Platforms design features to maximize engagement and time spent. Understanding this helps explain persuasive tactics and addictive design.

Front

Automatic Processing

Back

Automatic processing involves quick, low-effort thinking used for routine tasks and snap judgments. It conserves cognitive energy but can make people vulnerable to persuasion and bias. Recognizing when you are in automatic mode helps trigger more deliberate thinking.

Front

Controlled Processing

Back

Controlled processing requires conscious effort, concentration, and analytical thought to evaluate information or solve complex problems. It is slower but reduces errors and impulsive conclusions. Cultivating controlled processing improves critical media evaluation.

Front

Filter Bubble

Back

A filter bubble is created when algorithms tailor content to past behavior, isolating users within similar ideas and limiting exposure to diverse perspectives. This reinforces existing beliefs and reduces serendipitous discovery. Being aware of filter bubbles encourages seeking diverse sources.

Front

Fake News

Back

Fake news is deliberate misinformation presented as news to attract attention, make money, or influence opinions. It differs from satire or honest mistakes by intent to deceive. Verifying sources and evidence helps identify fake news.

Front

Propaganda Techniques

Back

Propaganda techniques use repetition, emotional appeals, selective facts, and other persuasive tools to shape public opinion. They often prioritize persuasion over accuracy. Learning to recognize these techniques helps resist manipulation.

Front

News Literacy

Back

News literacy equips citizens to evaluate information by identifying inflammatory language, false associations, and opinion presented as fact. It includes checking sources, corroborating evidence, and understanding news values. Strong news literacy supports informed civic participation.