EXAM 1

Question 1

Mass communication

Answer 1

is a society-wide communication process in which an individual or institution uses technology to send messages to a large, mixed audience, most of whose members are not known to the sender.

Question 2

Mass Media

Answer 2

the technological tools used to transmit the messages of mass communication.

Question 3

Mass Literacy

Answer 3

refers to people’s understand of what media are, how they operate, what messages they are delivering, what roles they play in society, and how audience members respond to media messages.

Question 4

Censorship

Answer 4

the suppression, alteration or deletion of material which may be considered objectionable, harmful or sensitive.

Question 5

Dual Product

Answer 5

selling to advertisers. selling to audiences

Question 6

Public Sphere Model vs. Market Model

Answer 6

public sphere: speak to everyone as if they are citizens.

market model: looks at people as consumers, success is how much money the company makes, promotes responsiveness.

Question 7

Direct/Powerful Effects

Answer 7

The powerful effects that media holds on and audience

Question 8

Random Sampling

Answer 8

Each person in a population has a chance of being selected

Question 9

Causation vs Correlation

Answer 9

Causation – X causes Y, if I do this, this will result

Correlation – the selection, evaluation, and interpretation of events to impose structure on the news.

Question 10

Agenda setting theory

Answer 10

says that the media tells the public not what to think but rather what to think about.

Question 11

Uses and Gratifications theory

Answer 11

looks at the reason why audience members choose to spend time with the media in terms of wants and needs of the audience members that are being fulfilled.

Question 12

Cultivation Theory (George Gerbner)

Answer 12

Says that the media shapes how we view the world.

George Gerbner
On TV: 1 in 10 characters per week involved in violence
Reality: 1 in 100 people per year involved in violence

Question 13

Spiral of Silence

Answer 13

suggests that people want to see themselves as holding a majority opinion and will remain silence if they perceive that they hold a minority opinion.

Question 14

Synergy

Answer 14

a combination of effects that is greater than the sum of individual effects

Question 15

Conglomerates

Answer 15

is a company that owns numerous companies involved in mass media enterprises, such as television, radio, publishing, motion pictures, theme parks, or the Internet.

Question 16

Vertical integration vs. Horizontal integration

Answer 16

Vertical integration: controlling all aspects of a media project, including production, delivery to consumers, and promotion of the product through other media.

Horizontal integration: is where an organisation develops by buying up competitors in the same section of the market

Question 17

Papyrus

Answer 17

an early form of paper made from papyrus reed, developed by the Egyptians around 310 BC.

Question 18

Johannes Gutenberg’s printing process

Answer 18

The Gutenberg press with its wooden and later metal movable type printing brought down the price of printed materials and made such materials available for the masses.

Question 19

Dime novels

Answer 19

inexpensive paperback books that sold for as little as five cents. Popular during the civil war era.

Question 20

Benjamin Franklin and the first public library

Answer 20

The Library Company was officially founded on July 1st, 1731 when Benjamin Franklin and Junto Club members signed the articles of agreement to subscription.

Question 21

Bibliophiles

Answer 21

a person who collects or has a great love of books.

Question 22

Authors and Agents

Answer 22

Authors write novels, etc. Agents go out and try to get their clients books read by publishing companies and take a portion of the profits they make from selling their books.

Question 23

Magazine

Answer 23

a periodical that contains articles of lasting interest.

Question 24

Golden Age of Magazines (1885-1905)

Answer 24

time when that media was very central to the lives of Americans, when it became more affordable.

Question 25

Photojournalism

Answer 25

The use of photographs to portray the news in print.

Question 26

Postal Act of 1879

Answer 26

Legislation that allowed magazines to be mailed nationally at a low cost. It was a key factor in the growth of magazine circulation in the late nineteenth century.

Question 27

Muckrakers

Answer 27

Progressive investigative journalists typically publishing in magazines in the early years of the twentieth century.

Question 28

Consumer Magazines

Answer 28

Publications targeting an audience of like-minded consumers.

Question 29

Trade Magazines

Answer 29

Magazines published for people who work in a particular industry or business.

Question 30

Literary Magazines

Answer 30

Publications that focus on serious essays and short fiction.