Exam One

Question 1

What are the seven principles for media literacy?

Answer 1

1. Media are texts that can be read
2. media are representations that help construct our individual realities
3. media are influenced by industrial pressures
4. Media are influenced by political pressures
5. media are impacted by format
6. audiences are active participants
7. people believe media tell us and influence who we are as a culture

Question 2

Utopian Views

Answer 2

media is good, or it was bad but it’s getting better

- you can turn it off, it gives us a sense of common culture, watchdog function, educational/inspirational

Question 3

Utopian Views Critique

Answer 3

ignores commercial interests

employs the myth of progress

Question 4

Dystopian Views

Answer 4

media is bad or was good but it’s getting worse

-it’s a propaganda tool, passive consumption, an addictive drug, consumerist

Question 5

Dystopian Views Critique

Answer 5

this view is elitist, a nostalgic argument, it’s difficult to prove causation or correlation, consumption can be active

Question 6

Mirror Views

Answer 6

Media reflects reality or reflects the interests of the audience

Question 7

Mirror Views Critique

Answer 7

ignores agenda setting function of the media, audiences may disagree or interpret it differently

Question 8

Technological determinism

Answer 8

technology is the primary agent of change, and is a governing force in society

Question 9

Social construction

Answer 9

people alter technology by using it how it is most useful to them
-influenced by: investors, government regulation, marketing, peers, price, access

Question 10

Technological Determinism vs. Social Construction

Answer 10

technological determinism preaches technology changes society, social construction argues society changes technology

Question 11

Social Shaping

Answer 11

technology and society change eachother, technology influences but doesn’t determine use and can fortify certain social structures while eroding others

Question 12

The Medium is the Message

Answer 12

McLuhan

-medium itself is more important than the content

Question 13

hot media

Answer 13

requires little thought

Question 14

cool media

Answer 14

requires extra information to be filled in by the viewer/receiver

Question 15

three media production logics

Answer 15

1. commodities
2. turnstile media
3. ad-supported media
   - –or hybrid logics—

Question 16

economies of scope

Answer 16

selling one product across multiple revenue streams

Question 17

rationalizing the consumption process

Answer 17

1. pleasure
2. social currency
3. surveillance
4. interpret

Question 18

Eight advertising persuasive strategies

Answer 18

1. Famous person testimonial
2. Plain folks pitch
3. Snob appeal
4. Association principle
5. Bandwagon effect
6. Irritation advertising
7. Shock advertising
8. Hidden fear

Question 19

seven key concepts for personal connections

Answer 19

1. Interactivity
2. Temporal structure
   a. Asynchronous vs. Synchronous
3. Social cues
4. Storage
5. Replicability
6. Reach
7. Mobility

Question 20

convergence

Answer 20

• Blurring of boundaries between distinct forms of media into new types of media networks and delivery systems

Question 21

technological convergence

Answer 21

• Combines a variety of technologies in a “black box”

* Consume a variety of different software on a single hardware device

Question 22

trans-media entertainment

Answer 22

• Draws viewers from TV to other content platforms and vice versa
o Ex: voting on American idol

Question 23

content convergence

Answer 23

• Content shared across different media

o Ex: watching Mad Men on TV, Hulu, YouTube, DVD

Question 24

advantages of content convergence

Answer 24

• Viewers exposed to more advertising, keeps audiences engaged between airings, reaches a broad audience and collects loyals

Question 25

convenience technologies

Answer 25

• Technologies that provide flexibility in what, how, when, where, viewers consume media content

Question 26

impact of convenience technologies

Answer 26

mobile viewing, more formats, more content, more viewing flexibility

Question 27

digital divide

Answer 27

• The difference between those who have access to digital technologies and those who don’t

Question 28

participation gap

Answer 28

the result of the digital divide

Question 29

spatial convergence

Answer 29

• Blurring of boundaries between public and private space and virtual and physical spaces

Question 30

did the iphone change it all?

Answer 30

• Internet phone, hand technology, extremely customizable, on-the-go consumption, rise of mobile devices as primary computing devices
• Created new configurations of space and practices

Question 31

iphone, apps and control of future uses

Answer 31

• Apple tries to control third party developers

Question 32

primary mobile kits

Answer 32

o Stuff you always take with you when you leave the house

• Keys, phone, wallet

Question 33

secondary mobile kits

Answer 33

o Stuff you take with you in order to occupy a public space

• Laptop, highlighters, chargers

Question 34

cocooning

Answer 34

• Separating yourself from interacting with the space and people around you

Question 35

camping

Answer 35

• Creating temporary workspaces in public

Question 36

footprinting

Answer 36

• Incentives provided by businesses to encourage continued participation
• Ex: member cards, stamp cards, etc.

Question 37

planned obsolescence pros

Answer 37

• Creates inspiration to innovate and improve
• Creates more revenue for companies
• Big release dates

Question 38

planned obsolescence cons

Answer 38

• Easy to get left behind, waste, consumer frustration, unnecessary expense