Comm 1301 Olson Review for Exam 1 Material 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 False The correct response is False magazines are now demassified and seek niche audiences Chap 1 media multi tasking o simultaneous exposure to messages from different media amount of time spent with media each day o 68 8 symbiotic relationship between media and audience personal dependence information etc audience fragmentation o niche audiences implications of demassification digitization o Jockeying of the mass media for audience in an unpredictable and fastchanging media landscape Political polarization of the country epitomized by Blue State and Red State divisions Unification o Shared knowledge experience and the values cultural unification role of audience distance and feedback in mass communication o the mass audience is electric and heterogeneous o it is beyond the communicator s horizon o opportunity for immediate feedback social media o internet based communication platforms for the interactive exchange of user generated content Know definitions terms media literacy o competences that enable people to analyze and evaluate the media messages and also to create effective messages for mediated delivery linguistic visual film literacy o film competences to assess messages in motion media movie televisions video o visual competency at deciphering meaning from images o 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 communication o 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 audiences o a section of the largest mass audience the niche interests demassification fragmentation o media s focus on narrower audience segments focuses on audience niches narrowcasting o seeking niche audiences as opposed to broadcasting s traditional audience building concept marketplace of ideas o the concept that a robust exchange of ideas with none barred yields better consensus Chap 2 Media Technology technological basis for four mass media categorieso printing chemical electronic digital persistence of vision o a series of photographs flipped quickly will fool the eye to think it sees motion which medium is considered to be the first mass medium o printing process when did Gutenberg invent movable type decade o 1440 s how invention of movable type changed human history o perpetuated religion o page numbering practical o printed books profitable o authors gained recognition o standardized spelling o new value in reading o scholars could build on others work origins of the Internet o US military established computer network that became the Internet 1969 why digitization is considered a democratization o access and distribution to the media is easier sender receiver cognitive model lecture only Lasswell s narrative mode o Who says what in what channel to whom with what effect o Who ellen says what message content analyses in what channel tv to whom audience with what effect enlighted inform amuse o Invented in 1950 s impediments in communication process o In process o deciphering Definitions digitization o encode decode transmission convergence media melding o melding of print electronic and photographic media into digitized form field of experience lecture only homophily lecture only gatekeeper o media people who influence messages en route regulators o non media people who influence messages noise o impediment to communication before a message reaches a receiver o multiple forms semantic channel environmental cloud computing o providing access to databases through seamless on demand downloading rather than storing them on a personal computer apps o small software program narrow defined use cable television o a television transmission system using cable rather than an over air broadcast filters o receiver factor that impeded communication o various types information physical psychological geosynchronous orbit o a satellite s period of rotation that coincides perfectly with Earth s rotation Chap 3 Media Economics state of family ownership o dying reasons for revised interest in family ownership o family ownership shows more value and pride of company and community benefit more than bottom line characteristics of chain ownership o put profits about community good Postal Act of 1879 and its significance o Law passed in 1789 o Discount on postage 1 cent for the first 100 miles and 1 5 beyong positive and negative aspects of conglomeration o 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 it o limited amount of frequencies o regulated to protect the potential for the American good o digitization increased supply of frequencies exponentially how the Associated Press works and reason for origin o World s largest news gathering organization o Owned by member newspapers o Decided to share a fleet to eliminate redundant costs o Pay freelancers to call with stories tradition of media as watchdog o democracies have always sought to channel public funding serve common good avoid government control first radio regulation o Federal Radio Act of 1927 purpose of the Federal Radio Act of 1927 o 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 magazines o direct sales reason why traditional media need to find new revenue streams o losing investors to media technology success o advertising and subscriptions are weakening as a revenue source o info is free elsewhere hybrid mix for alternative new media funding o traditional advertising o subscriptions o street news rack sales media economic patterns five phases o invention o maturation o