4. Media Studies

Question 1

How could you describe the development of mass media?

Answer 1

Mass media development involves the evolution of communication technologies and practices that enable the dissemination of information and entertainment to large audiences, shaping society and culture.

Question 2

Features of the book

Answer 2

• Utilizes movable type technology.
• Composed of bound pages in the codex form.
• Enables mass production and distribution.
• Primarily designed for personal reading.
• Often features individual authorship.

Question 3

Features of the newspaper

Answer 3

• Regular and frequent appearance.
• Focuses on current events and topical issues.
• Targets urban, secular audiences.
• Operates within the public domain.
• Often commercially funded through subscriptions and advertising.

Question 4

Features of print media (book and newspaper)

Answer 4

Print media, including books and newspapers, have played significant roles in disseminating information, preserving knowledge, fostering literacy, shaping public opinion, and facilitating cultural exchange.

Question 5

Describe film as mass medium

Answer 5

Film serves as a mass medium for storytelling, entertainment, education, and cultural expression, reaching diverse audiences globally through cinemas, television, streaming platforms, and other distribution channels.

Question 6

Features of film as a mass medium

Answer 6

• Utilizes audiovisual channels for reception.
• Offers a private experience of public content.
• Has extensive universal appeal, transcending cultural and linguistic barriers.
• Predominantly narrative fiction, employing visual storytelling techniques.
• Produced and consumed on a global scale, with diverse genres and formats.

Question 7

Describe the beginnings of broadcasting media

Answer 7

Broadcasting media originated with radio transmissions, expanding to include television broadcasting, which revolutionized mass communication by transmitting audio and visual content to broad audiences.

Question 8

What are the differences between old media and new media?

Answer 8

Old media refers to traditional forms of mass communication like print, radio, and television, while new media encompasses digital technologies and platforms such as the internet, social media, and mobile devices, offering interactivity, customization, and real-time communication.

Question 9

What is the connection between the history of technology and social/cultural history?

Answer 9

The history of technology influences social and cultural development by shaping communication, transportation, industry, and daily life, driving societal change, and shaping cultural practices and identities.

Question 10

What is the connection between broadcasting and modernization/democracy?

Answer 10

Broadcasting promotes modernization and democracy by facilitating the dissemination of information, fostering informed public discourse, promoting democratic values, and reducing social and cultural disparities, contributing to societal development and democratic governance.

Question 11

What is the difference between American commercial and European public service media?

Answer 11

European public service media offers a greater variety of program formats and types of content compared to American commercial broadcasting, prioritizing serving the public interest over profit maximization.

Question 12

What kind of audience concepts do we know?

Answer 12

Audience concepts include audience as ‘the people assembled,’ ‘the people addressed,’ ‘happening,’ ‘hearing’ or ‘audition,’ audience by place, people, medium or channel, content, and time.

Question 13

What is the “original audience”?

Answer 13

The “original audience” refers to early forms of audience engagement in human history, observed in public theatrical and musical performances, as well as in games and spectacles during ancient times.

Question 14

What are the goals of audience research?

Answer 14

• Measuring reach
• Managing audience behavior
• Identifying market opportunities
• Evaluating media performance
• Assessing media effects

Question 15

What are the alternative traditions of audience research?

Answer 15

The alternative traditions of audience research include the structural tradition, behavioral tradition, and social-cultural tradition, each emphasizing different aspects of audience behavior and media influence.

Question 16

How do we interpret the audience as a group or public?

Answer 16

The audience can be interpreted as cohesive groups based on shared social, cultural, or ideological characteristics, reflecting shared experiences and identities shaped by media representations and social contexts.

Question 17

How do we define the audience by channel or content?

Answer 17

Defining the audience by channel or content involves identifying individuals who consume specific media products, reflecting their preferences, behaviors, and engagement levels.

Question 18

How do we interpret the notions of “activity” and “selectivity” in the context of audience research?

Answer 18

Activity refers to the degree of engagement and intentionality in media consumption, while selectivity reflects the level of choice and preference in selecting media content.

Question 19

What is the connection between socialization and media?

Answer 19

Socialization through media shapes individual and collective identities by providing information, role models, norms, values, social learning, and social interaction.

Question 20

How was the concept of identity developed?

Answer 20

The concept of identity has evolved through social processes and interactions, shaped by social institutions such as family, education, and media, as well as historical and cultural contexts.

Question 21

How does the global community of television work?

Answer 21

Television serves as a global platform for events that transcend national boundaries, providing a shared experience and fostering a sense of unity among viewers worldwide.