Question 1

What elements are fueling today's rampant media convergence?

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Question 2

Do you find product placement and branded content as troublesome as do its critics? Why or why not? Are you sympathetic to those writers who want to be paid extra for inserting "commercials" into their scripts? Why or why not?

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Question 3

What are the five major trends currently reshaping the mass communication process? How does each promise to do so?

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Question 4

Critics of concentration of media ownership and conglomeration argue that they are a threat to democracy.What is the thrust of their concern? Do you share it? Why or why not?

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Question 5

Many industry insiders attribute the recent fall-off in audiences for movies,recorded music,network television,DVD,radio,newspapers,and videogames to changes in technology;people are finding new ways to access content.And while this is certainly true to a degree,others say that in this age of concentrated and hypercommercialized media,audiences are simply being turned off.Would you agree with the critics? Why? Can you give examples from your own media consumption?

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Question 6

What are the two major concerns of globalization's critics? Do you feel that concern? Why or why not?

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Question 7

Differentiate between appointment consumption and consumption-on-demand.

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Question 8

When asked which devices American teens use daily,76% said they use their cellphones every day and 72% watch television every day,but only 38% use a desktop computer and only 36% use an iPod or other music player.Would you say you use devices with multiple uses more often than devices with singular uses? What do you think this says about the effects of conversion on American culture?

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Question 9

Differentiate between notions of content producers,audiences,messages,and feedback in the traditional view of the mass communication process and the more contemporary understandings of these elements of the process.

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Question 10

Where NBC executive Bob Wright warns,"You can't fight technology," Advertising Age's Scott Donaton cautions,"A cell phone isn't a TV." What is the concern behind each comment? Is one more correct than the other? With whom would you side in a debate,and why?

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Quiz 2: Convergence and the Reshaping of Mass Communication