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ISU COM 160 - Exam 1 Study Guide
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COM 160 1st EditionExam # 1 Study Guide Chapters 1-4- Oligopoly: A few sellers dominate the marketo Ex: A couple cable companies control everything that’s shown on cable TV- Monopoly: A firm becomes the only supplier of product.o Ex: Think of the game- Globalization of Media: Process of media being spread across all borderso Ex: Cable TV expanding to other countries- Audience Fragmentation: Dividing the audience into segments based on background andlifestyle in order to send messages to them by their targeted, specific characteristics. o Ex: When TV became popular, magazines and radio shows had to start targeting specific audiences to compete. (Country station, Ski Magazine, etc.)- Narrowcasting: Programming targeted at a specific population.o Ex: History channel, 16 and Pregnant (the show)- Niche Marketing: Aiming media content or consumer products at smaller, more demographically similar audiences.o Ex: Seventeen Magazine- Synergy: The use by media conglomerates of as many channels of delivery as possible forsimilar content. (Combined effect is greater than the sum of their individual effects.) o Ex: Spreading the word about a specific thing through multiple mediums; ie. Commercial, radio, magazine, etc.- Censorship: Attempt to obscure full range of a society’s thoughts, beliefs, practices and ideals. (Practice of social denial)o Ex: Bleeping out words, aliteracy- Subsidiary Rights: Selling the rights to a book for use in other media forms.o Ex: Selling film-rights on a novel- Aliteracy: Having the ability to read and write but not willing to do so. (Does the censors work for them)o Ex: Refusing to read books- Hollywoodization: Potential synergies between books, television, and film.o Exclusive deals with publisherso To make someone/something meet the standards set up by the American motion-picture industry.- Penny Press: Newspapers sold for 1 cent in the 1830’s. When more efficient printing presses made reduced-price newspapers available to a larger segment of the population.- Yellow Journalism: Early 20th century journalism emphasizing sensational sex, crime, and disaster news. o Presents little/no legitimate well-researched news and instead uses eye-catching headlines to sell more newspapers. o Example headline: Bachelorette Andi gets knocked up in Fantasy Suite- Wire Service: An organization that provides news stories to subscribers, including newspapers and broadcaster. (Ex: CNN)- Newspaper Chains: Companies that own two or more newspapers- Syndicates: News agencies that sell articles for publication to a number of newspapers simultaneously. (Newspaper chains)- Joint Operating Agreements (JOA): Allows a failing paper to merge with a successful localcompetitor, as long as editorial and reporting operation remain separate. o Ex: If NY Times and NY Daily began to work together and join forces, that would be JOA.- Soft News: Stories that are sensational/entertaining. o Usually about celebritieso Subjectiveo Example Headline: Brad Pitt’s Affair- Hard News: Stories that focus on important issues and emphasize facts and figures.o Objectiveo Ex: Any 9/11 article would be considered hard news- Ethnic Press: Part of a newspaper aimed at a particular ethnic group- Illuminated Manuscripts: Books from the middle ages that had decorative, colorful designs and illustrations on each page.- Libel: Deliberately making public untruths about someone, that damages a person’s reputation. o Ex: Writing in the Newspaper that Obama is gay- Sedition: Promoting discontent/rebelliono Ex: Making articles convincing people to ambush the White House- Hypercommercialism: Newspapers give more importance and more space to advertising than news.- The idea of media and its role in our culture:o Its role is to contribute to the creation and maintenance of culture. o Professionally and ethically creating and transmitting contento View the mass media as our cultural story tellers and conceptualize mass communication as a cultural forum. A culture’s values and beliefs reside in the stories it tells.- How many childhood heroines were chubby?- How many good guys dressed in black?- The notion of the media as our cultural forum: o The forum is only as good, fair, and honest as those who participate in it.  If media industries have the power, you will want members of these industries to act professionally and ethically. If the audience has the power, you will want each member to be thoughtful and critical of the media messages they consume.o Mass Communication has become a primary forum for the debate about our culture.- Applying Capitalism to Media: o Capitalism only functions in societies with the “proper economic institutions and the proper respect for the rules of behavior.” The news media does not follow the ideals and realities of capitalism.o Media serve as a market contributor by producing news, entertainment, and political programs, rather than a tangible product.o Media participate as corporate contributors to the market systemo Media participate in capitalism both as an actor within the market and by spreading info about the market to individuals.- The Stamp Act: Required all publications and legal and commercial documents in the American colonies to have a tax stamp. o Sometimes doubled to cost of publicationso Caused an uproar in colonies Printers went into open revolt against official control Peter Zenger became a symbol of colonial newspaper independence fromthe Crown (officials) and its power was evident in the refusal by publishers to accept the Stamp Act.- Concentration of Ownership and conglomeration:o The increase in the ownership of media outlets by larger, non-media companies.o Concentration and conglomeration are inevitable and necessary.- Dime Novels: Inexpensive books that focused on frontier and adventure stories; aka PulpNovels.o Sold for 10 centso Attracted growing numbers of readerso Paperback books…eventually inspired the pocket booko History  Beadle brothers noticed growing popularity in books and began sellingnovels for 10 cents. Beadles democratized books and turned them into a mass medium.- Pocket Books: o History  Robert de Graff introduced the idea of paperback books to the US (invented by Allen Lane during the Great Depression in London).  His pocket books were small, inexpensive (25 cents), and reissues of books had already become successful as hardcovers.o Sold


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