Lesson 4-5

Question 1

Refer to media such as radio and television that reach target audiences using airwaves as the transmission medium.

Answer 1

Broadcast Media

Question 2

Consist of paper and ink, reproduced in a printing process that is traditionally mechanical.

Answer 2

Print Media

Question 3

Refers to the ability to transform different kinds media into digital code, which is then accessible by a range of devices, from the personal computer to the mobile phone, thus creating a digital communication environment.

Answer 3

Media Convergence

Question 4

Refers to content organized and distributed on digital platforms.

Answer 4

New Media

Question 5

Refers to the traditional means of communication and expression that have existed since before the advent of the Internet.

Answer 5

Traditional Media

Question 6

_________________________ providers play a central role in information and communication processes.

Answer 6

Media and other information

Question 7

is a collection of paper, parchment or other material with a piece of text written on them, bound together along one edge, usually within covers.

Answer 7

Book

Question 8

Each side of a sheet is called a ______ and a single sheet within a book may be called a __________.

Answer 8

Page, Leaf

Question 9

is also a literary work or a main division of such a work Books became part of the mass media after the printing process was invented.

Answer 9

Book

Question 10

The principal source of information and entertainment for people exposed to mass media.

Answer 10

Television

Question 11

is believed to be the most authoritative, influential, exciting medium for reaching very large audience. It combines visual images, sound, motion and colour to achieve viewer’s empathy. It allows development of creative and imaginative ad messages in a unique way. It is considered intrusive in nature as the audience have no control over the nature and pace of advertisement.

Answer 11

Television

Question 12

Is a premier mass medium for users and advertisers. It has a wide spread reach and delivers the ad message to a large number of people across the length and breadth of a country.

Answer 12

Radio

Question 13

is undertaken in major cities even rural areas. It is one of the personal medium and offers selectivity, cost efficiency and flexibility advantages over other media

Answer 13

Commercial Broadcasting

Question 14

Another concept that arises with accessing information is the transformation of various media into a digital code known as ____________.

Answer 14

Media Convergence

Question 15

is the co-existence of traditional and new media; the coexistence of print media, broadcast media, the Internet, mobile phones, a well as others, allowing media content to flow across various platforms creating a digital communication environment.

Answer 15

Media Convergence

Question 16

Information may be presented in variety of _________.

Answer 16

Formats

Question 17

is a popular source of entertainment comprising of audience from all classes and socio - economic groups of society.

Answer 17

Cinema (and Video Advertising)

Question 18

are watched by a significant number of people everyday.

Answer 18

Film

Question 19

A worldwide medium that provides means of exchanging information through a series of interconnected computers.

Answer 19

Internet

Question 20

Media fulfills several roles in society, including the following:

Answer 20

Entertaining and providing an outlet for the imagination,

Educating and informing,

Serving as a public forum for the discussion of important issues, and

Acting as a watchdog for government, business, and other institutions.

Question 21

______________________ invention of the printing press enabled the mass production of media, which was then industrialized by ______________ in the early 1800s.

Answer 21

Johannes Gutenberg’s, Friedrich Koenig

Question 22

In the 20th century, radio allowed advertisers to reach a mass audience and helped spur the _____________ of the _____—and the ____________ of the __________.

Answer 22

consumerism (1920s), Great Depression (1930s)

Question 23

After World War II, ____________ boomed in the United States and abroad, though its concentration in the hands of three major networks led to accusations of homogenization.

Answer 23

Television

Question 24

The spread of ______ and subsequent _________ in the 1980s and 1990s led to more channels, but not necessarily to more diverse ownership.

Answer 24

Cable, Deregulation

Question 25

The ability to make technology _________________ enough to fit into the home is an important aspect of the popularization of new technologies.

Answer 25

Small and Affordable