Appendix B

Question 1

The use of technology to deliver messages between sources and receivers

Answer 1

mediated communication

Question 2

The occurrence of mediated communication on a very broad scale

Answer 2

mass communication

Question 3

The merging of traditional mass communication with digital computing and telecommunication technologies

Answer 3

media convergence

Question 4

Using more than one media type at the same time.

Answer 4

media multitasking

Question 5

The economic principle that relatively few items bring most of the income to a particular industry, while the rest add only a little.

Answer 5

Exponentially

Question 6

The spreading of audience members across a wide spectrum of entertainment choices, causing media sources to have difficulty reaching large audiences.

Answer 6

audience fragmentation

Question 7

Entertainment that appeals to most people’s baser instincts, typified by lurid, sensational images and stories charged with sex, violence, scandal, and abuse.

Answer 7

low culture

Question 8

In mass media, complicated plots and connections between characters, a blurring of reality and fantasy, and time that is not always linear or chronological.

Answer 8

narrative complexity