Exam 2

Question 1

Postal Act of 1879

Answer 1

Assigned magazines to lower postal rates
Reduced distribution costs
35 cents to 10 cents
More people could now afford magazines

Question 2

Why/How magazines increased their readership in the late 1900s

Answer 2

WW2 changed readers (more hip)
Woman had more money to spend because they were working now
had more leisure and money to spend

Question 3

why early colonial magazine readership was low

Answer 3

expensive, postage was expensive & not organized making distribution difficult, not many people were literate

Question 4

what muckrakers were

Answer 4

American journalists, novelists and critics who attempted to expose the abuse of business and politics

Question 5

why photojournalism was so important in the 19th century

Answer 5

it finally gave readers a better idea of injustices occurring at the time

Question 6

famous muckraker

Answer 6

W.E.B. Dubois, founded and edited “Crisis” as the voice of the National Association of the Advancement of Colored People

Question 7

why women magazines were important in the 19th century

Answer 7

played a role in educating women
employed women- “how to” for homemakers
women suffrage movement (right to vote)

Question 8

trade professional 
(type of magazine text)

Answer 8

carry stories, features and ads aimed at people in SPECIFIC PROFESSIONS and are distributed either by the professional organizations themselves or by media companies
(food processing, teaching, beverage industry)

Question 9

brand

type of magazine text

Answer 9

Consumer magazines published by a retail business for readers having demographic characteristics similar to those consumers with whom it typically does business with
(life time, walmart)

Question 10

split run 
(type of magazine text)

Answer 10

special versions of a given issue of a magazine in which editorial content and ads vary according to some specific demographic or regional grouping (different ad will be given to US and Canada for the same product)

Question 11

controlled circulation

Answer 11

a magazine provided at no cost to readers who meet some specific set of advertiser-attractive criteria
(free air line and hotel magazines)
also called qualified circulation, ex: doctor getting free subscription to ‘health’

Question 12

circulation

Answer 12

the total number of issues of a magazine that are sold

Question 13

pass along readership

Answer 13

measure meant of publication readers who neither subscribe nor buy single copies but who borrow a copy or read one in a doctors office, store etc.

Question 14

how magazine circulation is calculated

Answer 14

RESEARCH, under increasing attack, readership.com in the works, AAM (alliance for audited media)

Question 15

strengths and limitations of online magazines

Answer 15

strengths: offers online content online, instant feedback and competition
limitations: people pay more attention to hard copies, loyalty to hard copies

Question 16

magalouge

Answer 16

designer catalog produced to look like a consumer magazine

ex: abercrombie and fitch (models wear for-sale designer clothes)

Question 17

complementary copy

Answer 17

content that reinforces the message, it is honest and truthful but will help the advertiser

Question 18

ad-pull polices

Answer 18

the demand for an advance review of magazine content, with the threat of pulled advertising if dissatisfied with the content

Question 19

advertorials

Answer 19

looks like magazine content but it is advertising. useful and truthful information. magazine articles or sections created by one or more advertiser. ex: bahamas sponsor ad in Traveler

Question 20

most important thing taken from lecture

Answer 20

advertisers influence magazine content

advertisers pay for you to read magazines

Question 21

Marconi’s contributions

Answer 21

“Father of radio”
saw radio as a device for point to point communications
developed telegraphy transmitted across the English Channel and Atlantic
first to send signals through the air

Question 22

Deforest

Answer 22

Audion tube: amplified radio reception (wireless)

saw radio as a means of broadcasting

Question 23

Edison

Answer 23

developed a “talking machine”, which was a cylinder that produced sound

Question 24

Berliner’s

Answer 24

Decoded (reversed) and played back what was recorded on his grammophone (solved Edison’s problem)
Developed a sophisticated microphone and import from Europe of records by famous opera stars

Question 25

audion tube and importance

Answer 25

detects signals that are in the air then amplifies them into something that is going over the waves so that we could hear them

Question 26

strengths and limitations of AM and FM

Answer 26

strengths: FM signals are wider and better quality, AM signals travel further limitations: AM serves fewer listeners and has poor sound, many FM stations are non commercial

Question 27

Why format radio started

Answer 27

stations learned that a highly specialized specific audience of particular interest to certain advertisers could be attracted with specific types of music (making genres)

Question 28

why the gov created RCA

Answer 28

Radio Corporation of America | avoided direct government control of the new medium

Question 29

1910

Answer 29

WIRELESS SHIP ACT | Requires that all ships using US ports and carrying more than 50 passengers have a working and wireless operator

Question 30

1912

Answer 30

RADIO ACT - After the titanic sank, this strengthened the shipboard wireless rules and that wireless operators be licensed by the secretary of Commerce and Labor - act failed because the gov was too involved and radio profits dropped. listeners were tired of the chaos, stations changing, and interference of stations often done on purpose

Question 31

1927

Answer 31

order was restored and industry prospered authorized them to use the channels, which belonged to the public but not to own them. broadcasters were caretakers of the airwaves. Federal Radio Commission established to administer the provisions of the act. 1) broadcasters who granted licenses to serve a local arena must accept regulation. 2) broadcasting reaches everyone in society, it ensures power. Commissions Act of 1834 replaces the 1927 legislation. Substitutes the FCC for the FRC and cemented its regulatory authority

Question 32

What affiliates are

Answer 32

groups of stations | broadcasting station that aligns itself with networks

Question 33

first radio network

Answer 33

nbc?

Question 34

difference between 45, 78 and 33 rpm (revolutions per minute) records

Answer 34

45: bigger holes in the middle, had an adapter, good for jukebox playing 78: smaller hole, died out eventually 33: long playing record, 20 minutes on each side

Question 35

Napster

Answer 35

internet based software program that enabled computer users to share and swap files, specifically through music through a centralized file server - federal court injunction forced Napster to shut down operations in Feb 2001

Question 36

open source

Answer 36

-

Question 37

What bitcasting is

Answer 37

online radio stations

Question 38

who are the biggest recording companies and how much do they own

Answer 38

90 percent overall SONY 23% WARNER MUSIC GROUP 15% UNIVERSAL 36%

Question 39

what is a theory

Answer 39

a well supported explanation of natural phenomenon

Question 40

difference between direct effects and limited effect theories

Answer 40

limited effects: medias influence is limited by peoples individual differences, social categories and personal relationships

Question 41

what early colonial magazines were like

Answer 41

british material, expensive,aimed at a small number of literate colonists, short stories, poetry, social commentary and essays

Question 42

hypodermic needle

Answer 42

idea that media is a dangerous drug that can directly enter a person's system the powerful media will affect weak audience

Question 43

Symbolic interaction

Answer 43

people give meaning to symbols and then those symbols control peoples behavior

Question 44

Reinforcement theory

Answer 44

Joesph Klappers idea that medias impact of reinforcement on us positive consequence- behavior is repeated negative consequence-not repeated

Question 45

dependence theory

Answer 45

media's power is a function of audience members dependency on the media and their content

Question 46

social cognitive theory

Answer 46

1. memory- link with every image we have ever seen | 2. projection- finding recognizable idea that people learn through observation

Question 47

cultural theory

Answer 47

meaning and effects are negotiated by media and audience as they interact in the culture

Question 48

cultivation analysis

Answer 48

notion that those who spend more time watching TV are more likely to see the 'real world' through the TV lense - more time watching TV, more ones reality is like TV

Question 49

critical cultivation theory

Answer 49

media operates primarily to justify and support the status quo at the expense of ordinary people

Question 50

neo marxist theory

Answer 50

people are pressed by those who control culture, the superstructure as opposed to the base

Question 51

agenda setting theory

Answer 51

media may not tell us what to think but do tell us what to think about it

Question 52

spiral of silence theory

Answer 52

people who perceive themselves in the minority on moral issues are less likely to speak out and express opinions people use "quasi statistical sense" to observe the "climate of opinion"

Question 53

news production research

Answer 53

the study of how economic and other influences on the way news is produced distort and bias news coverage toward those in power