Chapter 2

Question 1

The “day-and-date release” experiment has been largely unsuccessful, as it makes it seem like the producers already know the program will fail. - T or F

Answer 1

False

Question 2

What are 2 examples of new media?

Answer 2

1) radio streamed on the internet
2) newspapers accessible through phone

Question 3

The mass audience is cohesive- T or F

Answer 3

False

Question 4

What is characteristic of platform agnostic audience members?

Answer 4

They have no preference on which media to consume content

Question 5

What are 2 characteristics of the vast majority of the “most powerful companies in our lives”?

Answer 5

1) They don’t offer products like cars and fridges
2) They offer services like cable TV and broadband Internet services

Question 6

What does day-and-date release movies mean?

Answer 6

They are released to theaters at the same time as streaming

Question 7

It is a fundamental principle of our democracy that we have a right to information from a wide diversity of viewpoints so that we can make up our own minds.- T or F

Answer 7

True

Question 8

Which 2 factors have forced media companies to change the way they do business?

Answer 8

1) rapid change in technology
2) change in consumption behavior

Question 9

What is the ownership of media outlets by larger, nonmedia companies called?

Answer 9

conglomeration

Question 10

As the characteristics of media consumption have changed, media industries are adjusting to be able to cater to what kind of an audience?

Answer 10

one fragmented into a great number of niches

Question 11

What are 2 accurate claims about large, media-owning corporations?

Answer 11

1) They may run businesses other than the media companies they own.

2) They tend to be dominated by a bottom-line mentality in which the profit incentive rules.

Question 12

What is erosion of traditional distinguishing characteristics of specific types of media called?

Answer 12

Convergence

Question 13

What are 2 potential issues of conglomeration of media outlets?

Answer 13

1) The conflict of interest between public service and profit

2) The inevitable degradation of media content (bottom-line mentality)

Question 14

Which change in the media industry represents a challenge to the First Amendment?

Answer 14

concentration of ownership

Question 15

Which is the reason that many telecommunications professionals argue that concentration and conglomeration are necessary?

Answer 15

to maintain the financial strength of media companies and limit the influence of advertisers

Question 16

What are 3 general concerns when large, multinational conglomerates make the majority of media acquisitions?

Answer 16

1) Local media industries and local cultures will be overwhelmed by the programs of large, multinational conglomerates.

2) Foreign corporations may try to influence media content to suit their own purposes.

3) With an eye toward an expanding worldwide market, media companies may tailor their content to the widest possible global audience.

Question 17

How can conglomeration lead to the degradation of media content?

Answer 17

the corporations’ overriding concern with making a profit

Question 18

If media companies become financially insecure, what can occur?

Answer 18

It poses an even greater threat to free and effective mediated communication.

Question 19

The potential impact of globalization on the mass communication process speaks to what issue?

Answer 19

Diversity of expression

Question 20

What is one potential benefit of globalization for media audiences

Answer 20

Different cultures can learn from each other

Question 21

Which statement best describes how advertising has changed since the advent of cable television?

Answer 21

Cable channels must appeal to more specific groups in order to attract advertisers

Question 22

Media that cater to a targeted small audience whose members share an important characteristic are practicing ______ marketing.

Answer 22

niche marketing

Question 23

What are technologies that allow the transmission of very specific content to very specific users?

Answer 23

Addressable Technologies

Question 24

The increase in the number of advertising minutes in a typical broadcast is an example of?

Answer 24

hypercommercialism

Question 25

What is the integration of branded products into media content for a fee?

Answer 25

Product placement

Question 26

What are groups of demographically targeted people who share an interest in a specific form of media content?

Answer 26

taste publics

Question 27

As addressable technologies change the nature of mass media’s audiences, what happens to communication?

Answer 27

communication itself must change

Question 28

Because of hypercommercialism, nearly ________ of every 1 hour of network and cable television time is devoted to nonprogramming content.

Answer 28

16 to 20 mins

Question 29

What is the term for when brands are part of and essential to a program?

Answer 29

brand entertainment

Question 30

How has the concentration of media ownership contributed to increasing media convergence?

Answer 30

A company with access to multiple channels is incentivized to make the greatest use of its content using as many of them as possible.

Question 31

Which 3 aspects have fueled media convergence?

Answer 31

1) the digitization of information

2) high-speed connectivity

3) continual advancement in technology

Question 32

What are persons who have no preference for how they access media content called?

Answer 32

platform agnostic

Question 33

What is the function of an RSS aggregator?

Answer 33

to allow users to collect content related to their personal interests