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Mass Media & Society > Midterm Exam > Flashcards

Midterm Exam Flashcards

1
Q

Payola

A

Payment of cash or gifts by recording companies to disc jockeys or program directors in exchange for air play

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2
Q

Radio Act of 1912

A

Required federal licenses for people who wanted to broadcast or receive messages

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3
Q

HD Radio

A

Makes it possible for radio stations to transmit real-time text-based information services as well as programming

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4
Q

Most significant trend in radio today is toward?

A

Greater audience segmentation

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5
Q

Blanket licensing means?

A

the American Society of Composers, Authors and Publishers charged stations a fee for licensed music

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6
Q

T or F: Supporters of deregulation believe that radio will become more competitive because the larger companies can give more financial support to their stations than single owners can.

A

True

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7
Q

The disc jockey, as a media personality, was made possible by

A

Cooperative broadcasting licensing by BMI

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8
Q

Narrowcasting

A

Identifying a specific audience segment and programming

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9
Q

Arbitron ratings have been criticized because they

A

under-report minority and non-English-speaking listeners

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10
Q

Telecommunications Act of 1996

A

Removed government restrictions on the radio industry

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11
Q

To attract more readers, newspapers:

A

added special sections for young people and women

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12
Q

Radio

A

Where the first major competition for newsreaders in America came from

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13
Q

Internet versions of newspapers

A

Generate a lot less revenue for advertising than paper editions

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14
Q

Seditious

A

Language that incites rebellion against the government

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15
Q

Alien and Sedition Laws

A

the U.S. cereal government’s first attempt to control the press

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16
Q

Alternative press

A

Challenged the conventional wisdom and espoused “radical” ideas

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17
Q

Women sometimes became publishers in colonial times because

A

They belonged to family printers

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18
Q

What is not associated with tabloid journalism

A

Investigative journalism on important public issues

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19
Q

Yellow journalism

A

A form of sensationalized reporting that emphasizes crime, sex and violence

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20
Q

Early colonial newspapers

A

printed “Published by Authority” on the first page to indicate British approval

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21
Q

One of therein arguments against advertising

A

advertising reduces competition and creates monopolies

22
Q

Viral Marketing

A

pass-along advertising messages

23
Q

What was the purpose of the media owners’ response to consumer complaints about advertising in the 1800s?

A

To develop an open advertising policy, which allowed them to continue to accept ads while criticizing at the same time

24
Q

Federal Trade Commission

A

the federal agency with the main responsibility for monitoring ads for deception

25
Q

T or F: Advertising on the internet generally guarantees increased sales for advertisers

A

False

26
Q

The ubiquity of advertising means:

A

advertising is everywhere

27
Q

Demographics

A

the analysis of audience characteristics such as gender, age and marital status

28
Q

Click-through rate

A

Rate at which someone visits a website to learn more because of an internet ad

29
Q

In practice adopted from radio, early TV programs usually:

A

Carried direct sponsorship

30
Q

Advertising

A

a mass medium, any unpaid form of non-personal presentation by an identified sponsor, how American consumers pay for most of their media

31
Q

“Muckracker” was a derogatory slang term for a magazine journalist who investigated and reported on:

A

Abuses by government and big business

32
Q

Pass-along readership

A

When you read a magazine and give it to a friend

33
Q

Postal Act of 1879

A

When magazine growth was encouraged

34
Q

Consumer magazines

A

The type of magazine that makes the most money

35
Q

T or F: Parenting is the nation’s most successful family magazine

A

True

36
Q

Trade, technical and professional magazines

A

What people in a particular industry read to learn more about their business

37
Q

Why do magazine companies consolidate ownership?

A

So that advertisers will be able to reach only the people they want

38
Q

Which medium can be most effective at targeting audiences?

A

Magazines

39
Q

Why are magazines traditionally more open than newspapers to literary and journalistic contributions by female writers?

A

Women have been sizable potential audience for magazines, more so than newspapers

40
Q

Today, most magazines are general interest and still play the cutting-edge social, political and cultural role they played in the past.

A

False

41
Q

What does “the culture and commerce of publishing” refer to

A

Making money

42
Q

What does “culture” refer to

A

The importance of publishing only those books that reflect American ideals

43
Q

Like any business, publishing houses want to build their profits. What do they look for to increase the bottom line?

A

Subsidiary and international rights

44
Q

The introduction of paperbacks books in the early 20th century resulted in

A

A democratization of reading in America

45
Q

What is not an example of how technology has changed the way books are produced and promoted

A

Streamlining the publishing process to save on natural resources

46
Q

Through the revolutionary war, who was the most-read author in America?

A

Thomas Paine

47
Q

Which early event contributed to the growth of the U.S. book publishing industry in the 20th century?

A

Founding of the Book-of-the-Month Club

48
Q

T or F: Before 1891, American authors and foreign authors cost the same to publishing houses

A

False

49
Q

How long does it approximately take from the time a book deal is signed by an editor until published

A

18 months

50
Q

What did NOT make the Google Book Project controversial?

A

Possible lawsuits over book content

51
Q

T or F: Publishers make most of their money from mass market paperbacks, audio books & e-books

A

False

Mass Media & Society (2 decks)

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