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Comm 301 > Exam 1 > Flashcards

Exam 1 Flashcards

1
Q

what are the 4 factors related to our social world?

A
  • audience
  • technology
  • media industry
  • media messages
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2
Q

what are the four levels of communication

A
  • intrapersonal
  • interpersonal
  • group
  • mass
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3
Q

define intrapersonal communication

A

communication you have with yourself. Assign meaning to world

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4
Q

define interpersonal communication

A

communication either intentional/unintentional between 2 people (doesn’t have to be face to face)

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5
Q

define group communication

A

communication where one person communicates with 2+ audience. roles of communicator/audience change constantly.

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6
Q

define mass communication

A

large, anonymous, heterogeneous, sender SEPARATED IN TIME AND SPACE. limited feedback. goal, make money, profit-based. wants large audiences

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7
Q

whats the book definition of mass communication?

A

complex organization with the aid of one or more PRODUCES AND TRANSMITS PUBLIC MESSAGES that are directed at large, heterogeneous, and scattered audiences.

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8
Q

list the 5 reasons to study media

A
  • media is an essential part of our lives
  • cultural implications
  • history
  • business
  • because the media go great lengths to study you
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9
Q

explain the cultural impact of ‘everything from the margins moves to the center’

A

“bad words”, George Carlin’s 7 dirty words, porn is now being more mainstreamed on HBO such as Sex and the City.

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10
Q

List some historical examples of people being scared of new media technology

A

printing press, newspapers, literacy, radio, written language

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11
Q

what are the five major influences on media content?

A
  • individual level
  • routines
  • organizational influences
  • external pressures
  • ideology
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12
Q

what are the individual level factors that influence what appears on TV?

A
  • characterisitics (age, gender, race, etc)
  • personal and professional background
  • personal attitudes
  • professional roles
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13
Q

what are routines important?

A

All organizations need routines to function, allows completion of tasks. Process is:

  • media must obtain and process “raw product”
  • obtain product from suppliers
  • deliver to consumers
  • what is acceptable to the audience
  • what can audience understand
  • where are other media outlets going
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14
Q

what has happened to the amount of companies who own 50% of the media over the past 30 years

A

in 1984 it was 50
1992 was 23
1997-10
now, 5

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15
Q

what is vertical integration

A

controlling all aspects of a media project from production, distribution, promotion, etc.

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16
Q

what is synergy

A

combining the strengths of different companies, taking two drugs is sometimes better than one

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17
Q

what is convergence

A

different media begin to perform similar tasks. (ex. comps have multiple tasks: tv, work, music)

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18
Q

whats cross promotion and how does disney cross promote

A
  • the cooperative marketing by two or more companies of one another’s products
  • two things broadcasted through same channel
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19
Q

fragmentation has led to what types of programming

A

no longer one massive media audience, now hundreds of options for the audience

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20
Q

does having a greater number of TV stations necessarily lead to a diversity of programming?

A

No

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21
Q

What is a short head

A

portion of a distribution curve where a large number of people are interested in buying a limited number of products

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22
Q

what is a long tail

A

portion of a distribution curve where a limited number of people are interested in buying a lot of different products

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23
Q

what are 4 characteristics of the long tail

A
  • lots of goods
  • tailoring to personal tastes (niche=get things you like a lot), hit (I sort of like it), fewer people who want big hits
  • ease of finding niche products
  • size of collective products (all of niche market can equal hits matter)
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24
Q

what are the different ways organizations can apply external pressure to media organizations

A
  • source pressure
  • interest group pressure
  • advertisers
  • other organizations
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25
Q

what ideology

A

formal and articulated system of meanings, values, and beliefs. “worldviews”

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26
Q

how does ideology shape what content we see in the media

A

there 3 spheres:

  • consensus
  • legitimate controversy
  • deviance
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27
Q

of the 3 spheres in ideology, what is consensus.

A

media advocates for these values, such as freedom

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28
Q

of the 3 spheres in ideology, what is legitimate controversy

A

two sides disagree, but balance sought, business vs environmental interest, gun rights vs gun controls

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29
Q

of the 3 spheres in ideology, what is deviance

A

outside of mainstream society, identify content we don’t want to see as a society, delegitimize groups.

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30
Q

what is a wavelength

A

the distance between a reoccurring peak of a wave

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31
Q

what are the four propagation zones

A
  • permeable zone
  • semi-permeable
  • long line-of-sight
  • short line-of-sight
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32
Q

whats an example of a permeable zone

A

easily traverse dense object, IE FM radio

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33
Q

whats an example of a semi-permeable zone

A

difficulty traversing dense objects, IE Satellite Radio

34
Q

whats an example of a long line of sight

A

cannot traverse dense objects IE Satellite TV

35
Q

whats an example of a short line of site

A

can only be sent over short distances IE wireless mouse

36
Q

what was one of the main reasons why the government got involved in regulating airwaves

A

essentially, to clear the chaos. made sure there was enough space between frequencies so there was no interference.

37
Q

what are the 5 important points discussed in class relative to government regulation

A
  • media systems created by policies and subsidies
  • first amendment doesn’t authorize corp run media system
  • American media system is not a free market system
  • policy making process is important to understand structure of media system
  • policy making has been done largely without public input
38
Q

did reformers support a media system completely controlled by the government

A

No. That was never their goal. Kept good balance

39
Q

Many (especially those in the media industry) equate free speech with what?

A

the idea of free market capitalism

40
Q

Does the US gov. get much money in return for letting companies use the airwaves?

A

No

41
Q

The gov provides licenses to companies as long as they provide what?

A

Public Programming-must beneficial to the public

42
Q

How much of the licensable segment the airwaves have been auctioned off

A

only 2%, 98% is given away

43
Q

Throughout most of history, what was the predominant type of advertising?

A

town crier. pure information (i.e. classified ads)

44
Q

What is intergrated marketing communication?

A

ensuring that a company responds to all of its concerns with a single voice (i.e include PR into marketing)

45
Q

Who owns the airwaves

A

the public

46
Q

Describe the concept of critical juncture/path dependency

A
  • the decisions made today r affected by previous ones (crit junctures/crit moments)
  • decisions made at crit junctures shape media system
  • difficult to change things once decision made, farther from decision point
  • As you continue thru time, options based on previous decisions (ie. keyboard example)
47
Q

what is the public doman? What has happened to the public domain as a result of the extensions granted to companies by the government?

A

when intellectual property rights have expired, they enter the public domain. copyright laws are diminishing public domain

48
Q

what are the 4 benefits of the public domain?

A
  • creates new knowledge and culture-revamp
  • access to cultural heritage
  • low cost access to information
  • enabling competition
49
Q

what are some of the highlights of the 1912 Radio Act

A

gov license radio stations. limit number of station to reduce “radio chaos”. ppl needed to pass tests for license, fines for sending out fake emergency signals/pretend from gov. ships needed to always have someone listening to radio transmission

50
Q

the 1912 Radio Act broke the airwaves into 3 segments. what are they?

A
  • commercial
  • government
  • amateur
51
Q

The 1927 Radio Act created what government institution

A

Federal Radio Commission

52
Q

What happened in 1928 after the government passed the 1927 Radio Act

A

Purge of 1928. stations had to justify existence. low powered stations removed from air. education stations suffered. many saw licensing as infringing on free speech.

53
Q

What were the stated goals of the 1996 Telecommunication Act? What were some outcomes of the 1996 Telecomm Act?

A
  • loosened ownership rules
  • stated goal was to open the markets/lower cost
  • outcome > merges
  • before: limit to 1AM and 1FM. after: up to 8/market that has 45 stations
  • before” cant own more than 1 broadcast network. after: cant own more than 1 of the 4 lrg networks
  • some rules not enforced
54
Q

please explain how internet in the US differs from a place like Hong Kong

A

Big price differences, US 500 mbps $310/month, same speed in Hong Kong is $25/month

55
Q

Are all the rules of the 1996 Telecom Act enforced?

A

No, increased amt of ppl co. cud reach with TV stations from 25-30% (Fox and CBS read 40). cable and satellite operators cant reach more than 30% of US households

56
Q

Did coverage of the 1996 Telecomm Act vary by media source (sources that wouldn’t/would benefit if act passed)?What ways did coverage differ? Was it the same?

A

Study compares newspapers that would benefit and those who wouldn’t, covered it as much as each other. general amount of coverage might have been low

57
Q

what are the four different types of ads discussed in lecture

A
  • consumer ads
  • advocacy ads
  • public service ads
  • trade ads
58
Q

what are consumer ads

A

ads that try to get people to buy a product

59
Q

what are advocacy ads

A

intended to promote a view (political ads)

60
Q

what are public service ads

A

promote message of non-profit institution and gov agencies, informing ppl on issues

61
Q

what are trade ads

A

advertisements to other businesses

62
Q

what are the different ways ads can affect the audience?

A
  • opinion creations
  • canalization
  • opinion conversion
  • action
  • immunization
63
Q

what is opinion creation

A

creation of an opinion/attitude toward a product

64
Q

what is canalization

A

promotes a status quo, keep people buying a product

65
Q

what is opinion conversion

A

change of opinion (hard to do)

66
Q

what is action advertising

A

gets people to buy a product or engage in behavior

67
Q

what is immunization advertising

A

becoming immune to persuasive effects

68
Q

what are the 3 reasons why there’s been a change in advertising

A
  • introduction of mass media
  • history of production
  • modernization
69
Q

what is the “economy of abundance”

A

as many/more goods available as people who want to buy them. with this, co. need to give consumers reason to buy

70
Q

what is clutter

A

large number of commercials, ads, other messages and interruptions that compete for our attention. it’s “noise”

71
Q

Whats product differentiation?

A

is distinguishing themselves from the competition, relevant differences

72
Q

what is positioning

A

where product is “positioned” in people’s minds. repositioning makes your product different, while depositioning makes your product different from your OWN product.

73
Q

what is self-actualization

A

realizing one’s potential, becoming the person you’ve always wanted to be

74
Q

what is branding

A

allows industry to have some power over price. we form attachments to people/ideas, not products. brand name is word/phrase attached to prepackaged goods=better promotion

75
Q

describe the advertising strategy of “unique selling position”

A

happened in 1950s-1970s, selling an advantage of your product, specific product claims, why consumer shud buy it

76
Q

what are psychographics and the VALS system

A
  • ideas, achievements, self-expression, innovators, or survivors
  • psychographics are a broader set of measures, relationship to product lifestyle. personality traits
77
Q

what are three things companies do to provide you with ‘targeted advertising’ on the internet

A
  • ads based on frequently used keyword searches
  • companies will track you as you search the web
  • mining your searches and behaviors on your phones
78
Q

what is product placement

A

placing products in movies/tv shows

79
Q

whats the goal of interactive advertising

A

uses online/offline interactive media to communicate with consumers and to promote products, brands, services, and public service announcements, corp or political groups

80
Q

what are the different ways the government subsidies the media industry

A
  • mail subsidies
  • film subsidies
  • gov. and political ads
  • co. write off advertising as business exp.
  • U.S. lobbies other countries to change laws that benefit US broadcasting companies
  • copyright
81
Q

what has happened to the public domain as a result of the extensions granted to companies by the government

A

copyrighted

  • give creator exclusive rights
  • financial benefits
  • control over adapting work
  • control over performance
82
Q

what were 3 things media reformers offered as alternatives to a completely commercial media system?

A
  • non-fixed % scheme
    • set aside certain % of bandwidth for nonprofit
  • create a committee to suggest what broadcasting shud look like
  • est. a series of noncommercial gov. stations

Comm 301 (13 decks)

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