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UMass Amherst COMM 122 - Exam 1 Study Guide

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COMM 122 1st EditionExam # 1 Study Guide Lectures: 2 - 8Lecture 2 (January 22)1. What are the “Classic” types of broadcast systems based on nature of governmental control?-Permissive: nobody in the government has to approve, no prior censorship (laissez faire- handsoff) -Paternalistic: government encourages culturally uplifting programs that meet a variety of different interests and serve different types of viewers (culturally diverse)-Authoritarian: very tight governmental control over media content (broadcasters generally work for the government) 2.What are the Economic Bases of Program Production? — Who pays for it? -Commercial: advertisers spend $70 billion/ year on ads -License fees: fee for technology such as tv/radio (this money is used programs with no ads) -General tax revenue: supports most of the world’s broadcasting systems 3.How is media supported?Media is supported in a variety of different ways (Pluralism) : • Tv used to be free, not a public service anymore  Objective: Must keep advertisers happy with the programming or else they won’t payo 1950’s-1980’s: Tv funded 100% by advertising o 2004: First time ever that we spend more than advertisers; Advertisers- $175.8 billion,US- $178.4 billion o 2012: Gap widening because of cable, video games, internet; fees- $70 billion, Ads- $35 billion) 4. What are factors that justify governmental regulations and control broadcasting? Airwaves are public property Self interfering without regulation Broadcasting has political and social power 5. How do streaming sites affect commercially supported media? Commercially supported media (Netflix, Youtube, Hulu, Amazon): • Dramatic effects on tv viewing o DVR: watching more time shifted programs (SKIPPING COMMERCIALS) • Advertisers hate the DVR’s (Patriotic duty to watch ads) o Production placement: when advertisers put ads in the shows in an invisible way like it’s natural (like when a show uses an apple laptop or when someone drinks gatorade; all paid for by the advertisers) Lecture 3 (January 29) 1. What is the Historical context that allowed media programming to emerge? -Medium: first system of communication -Papyrus: messages became portable -Movable type: infinite number of exact copies (first mass produced product) - Printing press -Telegraph: point to point communication (transformed communication over distance) - Long distance instantaneous communication -Broadcasting: one point to many (infinite) points -Morse code: combination of dots that make up words and numbers -Wireless: used to communicate with ships at sea 2.What is net neutrality?Net neutrality: chair of FCC has just released a proposal that will prohibit carriers like Comcast and AT&T from charging so that all data is equal - Cable and internet companies are saying that the government is taking over the internet—FCC is trying to declare the internet as a common carrier3. What is the Controversy Over Cultural Imperialism during the 1960’s-1980’s?-Tremendous concern that certain cultures were being drowned out by American cultures-US programs seen as having low cultural quality -Consumerism is seen as harmful (turning attention to consumption instead of production)-Images of American programming were seen as liberating (good life, materialism) - Conventional wisdom: reduced oppression around the world and sparked revolutions • During the Bush Administration, conventional wisdom shifted to the idea that images of sex and violence led to terrorist attacks and resentment from other countries Lecture 4 (February 3)1.What is Amos ‘n’ Andy most known for? Why was the show so popular?The most significant thing that they created the idea of syndication (recorded their program and sold it to other medias) It was popular because of:- Program with continuing characters - Cultural: example of how programming reflects values; black face: not offensive to them until later on2. What are the phases of the cross licensing agreement?Phase I: 1919-1923: GE WH (Manufacture), RCA (Sell receivers), AT&T (Manufacture and lease transmitters, control long lines and phones) o GE, WH, RCA: Radio group— WJZ Created their own programming (own content— sell receivers) - AT&T: Telephone group—WEAF oThought radio should be a common carrier oCarries other people’s technology (other people’s content)— if people want to send a message, pay a toll (Common carrier; Toll Broadcasting) oWant to manufacture radios— they said no because of the cross licensing— denied what they agreed to 1926: Closed their phone booth of the year Phase II: 1926: -AT&T keeps control of telephones -AT&T keeps control of wire and wireless relays -RCA will release relays (network— if they want to interconnect to their relays— have topay) -AT&T and WEAF 3. How did each inventor contribute to wireless (allows point to point communication without wires) communication? (Developed by many people)- James Clerk Maxwell (theoretical paper 1873) radio waves (invisible waves of electromagnetic energy energy • Can travel long distance, pass through buildings and solid objects and travel long distances - Heinrich Hertz showed how to detect them— proved radiowaves existed -Marconi: obsessed with the idea of electricity and waves oHertzian waves— Lodge receiver— idea of Banley— Antenna—Make a bell ring across the room without wires British interested in it for their navy –Turned technology into massive industry-Nicola Tesla: said to have made the technology to send the first signal— first Broadcast -Reginald Fessenden: if it was going to be possible—Can’t send voices if it is going out in a burst or pulse— has to be continuous -Ernst Alexanderson: built the generator to make the waves go continuously  Lee DeForest- powered radios, televisions o Allowed the signal to be amplified—Coast to coast communication o Electrodes attracted from the negative to the positive, Triode: bent wire in the middle of the electrodes—Small amount of current that applied to that wire could control the flow of electrons (Allowed electronics to happen) David Sarnoff: Radio operator who received the SOS signals from the Titanic Lecture 5 (February 5)1.What are the Radio Acts and their significance? - Radio Act of 1912: First law— If anyone wants to send wireless signals, you need a license— only have to apply at the Secretary of Commerce, can’t be refused oStations January 1922: 28, Stations


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