Q&A Hero

Q: Increasing the amount of advertising and mixing commercial and noncommercial content is known as a. audience fragmentation b. hypercommericalism. c. convergence. d. globalization.

Q: The fact that people increasingly have no preference for where they access their media content suggests that they are becoming a. lazy. b. content-neutral. c. media literate. d. platform agnostic.

Q: Many cable channelsfor example, Nickelodeon and A&Eprosper through their ability to deliver demographically narrow audiences to advertisers.

Q: Convergence refers to the collecting, or converging, of many media companies into a few large corporations.

Q: The availability of USA Today in the form ofa newspaper, an iPad app, and a webpage is an example of a. concentration of media ownership. b. globalization of media. c. audience fragmentation. d. erosion of distinctions among media.

Q: Supporters point to economies-of-scale in their defense of media concentration.

Q: When a media company has content that it can use across a number of its different holdings, this is a. narrowcasting or niche marketing. b. subgroup marketing. c. synergy. d. message concentration.

Q: Despite what is happening to the other traditional forms of mass media, radio listenership, especially among young people, continues to grow.

Q: The means of delivering a specific piece of media content is referred to as a a. medium. b. subtechnology. c. platform. d. message carrier.

Q: There has been a huge decrease in newsroom jobs.

Q: Electronic sell-through is a. the decreased value ofa companys stock. b. the buying of digital download movies. c. the simultaneous release of a movie in theaters, video on demand, and online. d. a Web-only television show.

Q: The general decline in revenues for the traditional media can be traced to overall declines in media consumption.

Q: The integration, for a fee, of specific branded products into media content is a. narrowcasting. b. in-content marketing. c. product placement. d. message corruption.

Q: As a result of the changing process of mass communication, specifically, the Internet, the audience has become the source in many instances.

Q: Short-Answer Questions How does culture limit and liberate?

Q: Short-Answer Questions Do you see the audience as the consumer or the product in our mass media system? Explain your answer.

Q: Short-Answer Questions What are the eight elements of media literacy as defined by Art Silverblatt and your textbook author? Describe each.

Q: Short-Answer Questions What are the seven media literacy skills? Describe each.

Q: The simultaneous consumption of many different kinds of media is known as. a. media multitasking. b. multidimensional consumption. c. synergy. d. cross-platform interdiction.

Q: Short-Answer Questions What does it mean to say that mass communication serves as a cultural forum?

Q: The owndership of 90% of the media in the U.S. by only six companies is known as a. concentration of media ownership. b. globalization of media. c. audience fragmentation. d. erosion of distinctions among media.

Q: Short-Answer Questions What is technological determinism?

Q: The concentration of control of the media industries into ever-smaller numbers of companies is a. synergy. b. technological determinism. c. ritual bonding. d. oligopoly.

Q: Short-Answer Questions What was Gutenbergs advance over existing methods of mechanical printing?

Q: The ownership of several major U.S. media corporations by foreign companies is an example of a. concentration of media ownership. b. globalization of media. c. audience fragmentation. d. erosion of distinctions among media.

Q: Short-Answer Questions How did the mass production of printed materials foster the development of capitalism?

Q: Audiences for specific media content becoming smaller and more defined is known as a. concentration of media ownership. b. globalization of media. c. audience fragmentation. d. erosion of distinctions among media.

Q: Short-Answer Questions Define literacy.

Q: The strategy of tailoring media content to specific audiences possessing characteristics of interest to specific advertisers is a. narrowcasting or niche marketing. b. subgroup marketing. c. synergy. d. message concentration.

Q: Short-Answer Questions Define media literacy.

Q: Groups of people, or audiences, bound by little more than an interest in a given form of media content are a. bounded cultures. b. content subcultures. c. synergy. d. taste publics.

Q: Short-Answer Questions Define and explain multiple points of access.

Q: Short-Answer Questions Define and explain the third-person effect.

Q: Short-Answer Questions How do genre conventions and production values differ?

Q: Short-Answer Questions What is the relationship between communication and culture?

Q: Short-Answer Questions What is the impact of technology on communication?

Q: Knowledge of medias conventions is important because a. they keep us involved in the material. b. we can identify when a content producer is attempting to fool us. c. they cue or direct our meaning making. d. it enhances our experience of the media.

Q: Short-Answer Questions Define communication.

Q: The specific internal language of a given mediumfor example, the choice of lighting in a soap operais a media a. convention. b. production value. c. genre. d. format.

Q: Short-Answer Questions What does it mean to say that there must be a sharing of meaning for communication to occur?

Q: According to Marshall McLuhan, fish know they are wet.

Q: Short-Answer Questions Differentiate between encoding and decoding.

Q: True/False Questions Communication requires a sharing of meaning.

Q: Short-Answer Questions Define culture.

Q: True/False Questions When a professor lectures to a large class of students, this is an example of mass communication.

Q: Short-Answer Questions What does it mean to say that media are cultural storytellers?

Q: True/False Questions Evening news, documentary, horror film, and gossip magazine are examples of genres.

Q: True/False Questions From the beginning, newspapers have been an advertiser-supported medium.

Q: True/False Questions If you explain an idea to a friend in a letter, you have encoded your message.

Q: True/False Questions Biases and predispositions are common forms of noise.

Q: True/False Questions People rarely succeed in contesting the dominant culture.

Q: True/False Questions Different bounded cultures can share a common dominant culture.

Q: True/False Questions Gutenberg not only became world famous as a result of his invention, but rich as well.

Q: True/False Questions An understanding of and respect for the power of media messages is an important media literacy skill.

Q: True/False Questions Genres are such things as choice of lighting, editing, special effects, camera angle, and size and placement of a headline.

Q: Categories of expression within the different mediafor example, the evening news and documentariesare media a. conventions. b. production values. c. genres. d. formats.

Q: True/False Questions After Gutenbergs introduction of the printing press to 1450s Europe, the technology spread slowly but steadily throughout the continent.

Q: The characteristic, distinctive, standardized style elements of a given form of media expressionfor example, the upbeat music that introduces the local evening newsare media a. conventions. b. production values. c. genres. d. formats.

Q: True/False Questions Media literacy is a skill that can be acquired and developed.

Q: In Schramms model of mass communication, messages from the media organization to the mass audience are characterized as a. delayed and inferential. b. expertly decoded. c. many and identical. d. difficult to interpret.

Q: The differences between the individual elements of interpersonal and mass communication change the _____________ the communication process. a. purpose of b. noise in c. outcome of d. nature of

Q: The ability to effectively and efficiently comprehend and use any form of mediated communication is a. conversationalism. b. literacy. c. comprehensibility. d. media literacy.

Q: Which of the following is NOT an element of media literacy? a. possessing an awareness of medias impact b. possessing an understanding of the process of mass communication c. possessing strategies for analyzing and discussing media messages d. possessing the skill to disconnect from the medias messages

Q: When we read media content at a variety of different levels, we are said to be engaging the content a. intelligently. b. as the producers had intended. c. from multiple points of access. d. intuitively.

Q: Media literacy is a. only necessary for communication scholars. b. a skill that can be improved through practice. c. impossible for young people to master. d. more advanced in the United States than abroad.

Q: The ability to comprehend and use written symbols effectively and efficiently is a. literacy. b. orallity. c. learning. d. democracy.

Q: Printing presses and movable type were first used by the _____________ between 600 C.E.and 1000 C.E. a. Germans b. Sumerians c. Chinese d. Koreans

Q: Groups with specific but not dominant cultures that exist as part of those larger cultures are a. secondary cultures. b. bounded cultures. c. minority cultures. d. transformed cultures.

Q: The Gutenberg printing press was an advance over earlier printing presses because it a. produced books in a widely understood language. b. used metal type and was designed for the production of large numbers of volumes. c. was developed in central Europe, giving more people access to it. d. used steam power.

Q: Culture is constructed and maintained a. through the mass media. b. through feedback. c. through encoding and decoding. d. through communication.

Q: Gutenberg developed his press to produce a. books of maps. b. official government publications. c. political treatises. d. Bibles.

Q: The idea that machines and their development drive economic and cultural change is a. technological determinism. b. manifest destiny. c. technological despotism. d. latent destiny.

Q: Print helped foster the Industrial Revolution a. because people who read books began to demand change. b. because it helped build and disseminate bodies of knowledge that led to scientific and technological development and the refinement of new machines. c. through its creation of leisure and entertainment. d. because it created jobs.

Q: Lasswells model of communication is expressed as Who Says What in Which Channel _____________ with What Effect. a. with How Much Noise b. to Whom c. Using Which Medium d. to Which Interpreter

Q: The ability to enjoy, understand, and appreciate media content; an understanding of media content as a text that provides insight into our culture and our lives; and an understanding of the ethical and moral obligations of media practitioners are elements of a. literacy. b. social responsibility. c. media literacy. d. ethics.

Q: The Osgood and Schramm conception of the mass communication process replaces source and receiver with a. initiator and destination. b. interpreters. c. decoders. d. Participant A and Participant B.

Q: The common assumption that others are influenced by media messages but we are not is a. the third-person effect. b. a violation of the second principle of media literacy. c. the otherness effect. d. the CNN effect.

Q: Culture is the world made meaningful; it is socially constructed and maintained through communication. It limits, as well as liberates us; it differentiates as well as unites us. It defines our realities and thereby a. shapes the ways we think, feel, and act. b. tells us what is true and false. c. creates a national togetherness. d. offers us hope for a unified future.

Q: An understanding of and respect for the power of media messages, the development of heightened expectations of media content, a knowledge of genre conventions, and the ability to recognize when conventions are being mixed are examples of a. the third-person effect. b. impediments to media literacy. c. media literacy skills. d. good television-viewing skills.

Q: We can think of mass communication as a giant courtroom where, as a people, we discuss and debate our culturewhat it is and what we want it to be. This view sees mass communication as a a. cultural storyteller. b. repository of cultural understanding. c. cultural forum. d. unrelenting agent of change.