Comm 1301 OlsonReview for Exam 1Material for text 1 will be for chapters 1-7 in the course text. Additional questions will be derived from supplemental lecture material. There will be 100 multiple choice and T/F questions – each worth 1 point. I consider taking exams to be a learning experience; therefore, you will be asked to apply concepts to specific scenarios. For example, you will be asked to identify demassification as it relates to various media over time.Sample Question: Most magazines today seek a truly mass audience.a. True b. FalseThe correct response is False; magazines are now demassified and seek niche audiences.Chap. 1 – - media multi-taskingo simultaneous exposure to messages from different media- amount of time spent (%) with media each dayo 68.8%- symbiotic relationship between media and audience (personal dependence, information, etc.)- audience fragmentation o niche audiences- implications of demassification/digitizationo Jockeying of the mass media for audience in an unpredictable and fast-changing media landscape. Political polarization of the country, epitomized by Blue State and Red State divisions- Unificationo Shared knowledge, experience, and the values cultural unification- role of audience, distance, and feedback in mass communicationo the mass audience is electric and heterogeneous o it is beyond the communicator’s horizon, o opportunity for immediate feedback- social mediao internet-based communication platforms for the interactive exchange of user-generated contentKnow definitions/terms: - media literacyo competences that enable people to analyze and evaluate the media messages and also to create effective messages for mediated delivery- linguistic/visual/film literacyo film- competences to assess messages in motion media movie, televisions, videoo visual competency at deciphering meaning from imageso linguistic competencies with a written and spoken language- industrial communication o same as mass communication-points up industrial-scale technology that underlines the mass communication process- mass communicationo technology enabled process by which messages, Inform (news), amuse (entertainment), persuade (ads, beliefs/politics), enlightenment (insights into the human condition.)- sub-mass audiences or niche audienceso a section of the largest mass audience, the niche interests- demassification/fragmentationo media’s focus on narrower audience segments, focuses on audience niches- narrowcastingo seeking niche audiences, as opposed to broadcasting’s traditional audiencebuilding concept- marketplace of ideaso the concept that a robust exchange of ideas, with none barred, yields betterconsensusChap. 2 Media Technology – - technological basis for four mass media categories- o printing, chemical, electronic, digital- persistence of visiono a series of photographs flipped quickly will fool the eye to think it sees motion- which medium is considered to be the first mass mediumo printing process- when did Gutenberg invent movable type (decade)o 1440’s- how invention of movable type changed human history o perpetuated religiono page numbering- practicalo printed books- profitableo authors- gained recognitiono standardized spellingo new value in readingo scholars could build on others work- origins of the Interneto US military established computer network that became the Internet (1969)- why digitization is considered a democratizationo access and distribution to the media is easier- sender-receiver cognitive model (lecture only)- Lasswell’s/narrative modeo Who says what, in what channel, to whom, with what effect?o Who (ellen) says what (message, content, analyses) in what channel (tv) towhom (audience) with what effect (enlighted, inform, amuse).o Invented in 1950’s- impediments in communication processo In-processo decipheringDefinitions:- digitizationo encode/decode transmission- convergence/media meldingo melding of print, electronic and photographic media into digitized form- field of experience (lecture only)- homophily (lecture only)- gatekeepero media people who influence messages en route- regulatorso non-media people who influence messages- noiseo impediment to communication before a message reaches a receivero multiple forms semantic channel environmental- cloud computingo providing access to databases through seamless on-demand downloading rather than storing them on a personal computer- appso small software program, narrow defined use- cable televisiono a television transmission system using cable rather than an over-air broadcast- filterso receiver factor that impeded communicationo various types information, physical, psychological- geosynchronous orbito a satellite’s period of rotation that coincides perfectly with Earth’s rotationChap. 3 Media Economics – - state of family ownershipo dying- reasons for revised interest in family ownershipo family ownership shows more value and pride of company and community, benefit more than bottom line- characteristics of chain ownershipo put profits about community good- Postal Act of 1879 and its significanceo Law passed in 1789o Discount on postage- 1 cent for the first 100 miles and 1.5 beyong- positive and negative aspects of conglomerationo success and growth for each entity in the conglomerate, but control over media- scarcity rationale for regulation of broadcast industry and effect of digitization on ito limited amount of frequencieso regulated to protect the potential for the American goodo digitization increased supply of frequencies exponentially- how the Associated Press works and reason for origino World’s largest news gathering organizationo Owned by member newspaperso Decided to share a fleet to eliminate redundant costso Pay freelancers to call with stories- tradition of media as watchdogo democracies have always sought to channel public funding serve common good avoid government control- first radio regulationo Federal Radio Act of 1927- purpose of the Federal Radio Act of 1927o regulation of frequencies required a license used to avoid the overlapping of stations created more of a cohesive system for public safety- primary revenue streams for books, movies, music, newspapers, magazineso direct sales- reason why traditional media need to find new revenue streamso losing investors to media technology successo