EXAM 1

Question 1

Input

Answer 1

Cause

Question 2

Thruput

Answer 2

Imagination

Question 3

Output

Answer 3

Effects

Question 4

“Media is a blur”

Answer 4

The idea that there is an overlap of media consumption across a plethora of platforms and devices

Question 5

4 traits of Mass Communication

Answer 5

1. Communication is Mediated
2. Message Sources
3. Audiences
4. Message Content

Question 6

Trait 1: Communication is Mediated

Answer 6

Communication message is Mediated thought a channel (magazines, books, tv, internet, etc.)

Question 7

Traditional “1-way” Mass Communication

Answer 7

Less transactional and less feedback (EX: books, magazines, movies)

Question 8

New Media “2-Way Technology” Communication

Answer 8

Anyone can be a content creator and feedback is instant (EX: social media)

Question 9

Trait 2: Message Sources

Answer 9

Publicly held companies and professional communicators who produces mass communication messages.

Question 10

The goal of publicly held companies:

Answer 10

To make money

Question 11

6 ways message sources make money:

Answer 11

1. Advertising
2. Subscribers
3. Outcosts
4. Target largest audience possible
5. Safe Programming
6. Growth

Question 12

1. Advertising

Answer 12

Paid, one way communication through a medium in which the sponsor is identified and the sponsor controls the message.

Question 13

Advertising brings in most of

Answer 13

The money

Question 14

Advertising is said to be the “bone marrow” of

Answer 14

Corporate capitalism

Question 15

Two main advertiser’s concerns:

Answer 15

1. Audience Size

2. Audience Demographics

Question 16

Audience Size

Answer 16

Often measured by ratings

Question 17

Audience Demographics

Answer 17

Group based data (ethnicity, class, age)

Question 18

Changes in Technologies

Answer 18

New technologies such as digital video recorders and watching TV on different platforms/mediums, which foster ad-skipping are presenting new challenges/opportunities for ads

Question 19

5 ways media responds to change

Answer 19

Access Granting, Product Placement, Virtual Advertising, Integrated Marketing, Native Advertising

Question 20

Access Granting

Answer 20

Being allowed to go there

Question 21

Product Placement

Answer 21

when products are explicitly shown in media

Question 22

Virtually Advertising

Answer 22

Digital ad is inserted on screen

Question 23

Integrated Marketing

Answer 23

the product is weaved into storyline

Question 24

Native Advertising

Answer 24

Algorithm ads in sites for target audience

Question 25

2. Subscribers

Answer 25

People who are willing to pay for content

Question 26

3. Outcost

Answer 26

To price products or services better or lower than

Question 27

4. Target Largest Possible Audience

Answer 27

Content is designed for “largest common denominator” (designing content that will appeal to the masses)

Question 28

5. Safe Programming

Answer 28

Benign repetitive content and programming (things people won’t get offended by)

Question 29

6. Growth

Answer 29

Conglomeration or combo of different business entities in different industries under an umbrella corporation (EX: Disney)

Question 30

Two Results of Conglomeration:

Answer 30

Vertical Integration & Diversity of Content

Question 31

Vertical Integration

Answer 31

A company that owns a supply chain of related products, which allows for cross production

Question 32

Diversity of Content

Answer 32

The choice of Content

Question 33

Trait 3: Audiences

Answer 33

Originally theorized by being large, passive and homogenous.

Question 34

Conglomeration and tech advances enable influences to be segmented according to different

Answer 34

Demographics and psychographics

Question 35

Trait 4: Message Content

Answer 35

The content of messages

Question 36

Today most media is _________ rather than broadcast

Answer 36

Narrowcast

Question 37

Narrowcast

Answer 37

Focus on a particular demographic and create niche content

Question 38

Narrowcasting appeals to viewers of specific

Answer 38

Niches (LGBTQ, Asian, Black, etc.)