Question 1

As you prepared for this exam you probably used not only your text and class notes, but you used your computer, occasionally linking over to check your Facebook, e-mail, and Twitter accounts, all while listening to music and watching Dancing with the Stars on television. You were probably texting on your cell, too. You were ____________.

Accepted Answer

The term "media multitasking" refers to the practice of using multiple forms of media simultaneously, such as listening to music while browsing social media and watching television.

Question 2

The ultimate danger of the concentration of media ownership is ___________.

Accepted Answer

The concentration of media ownership can lead to a reduced number of perspectives as fewer owners control a larger portion of the media outlets. This can limit the diversity of voices and opinions represented in the media.

Question 3

The financial benefits of _________ clearly lie with those who can afford to buy up smaller outlets and create big media conglomerates. Smaller, potentially more daring or challenging outlets struggle to survive as they attempt to compete with financial giants like Disney, Time Warner, and Sony.

Accepted Answer

The statement is discussing how larger media conglomerates have a financial advantage over smaller outlets, indicating concentration of media ownership as the correct answer.

Question 4

_____________ has allowed more viewing choices overall as more media outlets compete for audience attention. Audience members' interests can be met more easily as content makers now worry less about reaching the largest possible audience and can focus on winning over a specific group of content consumers.

Accepted Answer

Audience fragmentation refers to the breakdown of the mass audience into smaller, specialized audience segments. This trend has allowed for more viewing choices overall as content makers can focus on catering to specific groups, rather than aiming for a broad, general audience. With audience fragmentation, individuals can find content that aligns with their specific interests and preferences more easily. Globalization (A) refers to the spread of ideas, culture, and commerce across borders, which can impact media consumption but is not specifically related to increased viewing choices. Convergence (B) refers to the merging of different media technologies and platforms, which can lead to new ways of consuming media but does not necessarily lead to an increase in viewing choices. Concentration of media ownership (D) refers to a situation where a small number of companies or individuals own and control a large portion of the media market, which can limit diversity and choice in media content. Media multi-tasking (E) refers to the practice of consuming multiple media sources simultaneously, which can impact media consumption habits but is not directly related to increased viewing choices.

Question 5

As media companies ______________, the amount of formulaic content increases as they limit dialogue and complicated narratives in favor of more visually translatable and exciting stories.

Accepted Answer

When media companies target a wider global audience, they often limit dialogue and use more visually translatable and exciting stories to appeal to people from different cultures and with different levels of language proficiency. This often leads to an increase in formulaic content.

Question 6

In 2010, the video chain Blockbuster closed the last of its stores after falling victim to a growing number of video delivery methods such as downloads, streaming, and movies-on-demand. It was a victim of ____________ media technologies.

Accepted Answer

Converging media technologies refers to the merging of previously separate media technologies into one platform or device. This was the case with the rise of streaming and movies-on-demand, which converged with internet and digital technologies to create a new way of consuming media content. Blockbuster's failure to keep up with this trend ultimately led to its decline and eventual closure.

Question 7

Cultivation theory focused originally on __________ effects, but has been expanded to consider the effects ____________.

Accepted Answer

Cultivation theory originally focused on the effects of television, but has since expanded to consider the effects of other media as well. Therefore, option C is the best choice. The other options do not accurately reflect the development of cultivation theory.

Question 8

Social cognitive theory suggests that people learn behaviors, or model them, _________.

Accepted Answer

Social cognitive theory states that people learn behaviors by observing them, rather than being taught them explicitly. Therefore, the best choice is B.

Question 9

For centuries homosexual Americans were shunned and discriminated against. But over the last few years, regardless of cultural norms and even official laws against gay unions, people of the same sex openly committed to one another, eventually changing public opinion and the law in their favor. According to critical cultural theory, they exercised their ____________.

Accepted Answer

The term "agency" in critical cultural theory refers to the ability of individuals and groups to actively shape and influence their own social and cultural contexts. In this case, homosexual Americans exercised their agency by openly committing to one another, challenging cultural norms and eventually changing public opinion and laws in their favor.

Question 10

What is the relationship between television, cultivation theory, and the Mean World Syndrome?

Accepted Answer

The answer of What is the relationship between television, cultivation...

Question 11

What challenges do platform agnostics present for contemporary media industries? Offer examples.

Accepted Answer

The answer of What challenges do platform agnostics present for...

Question 12

Why, in the contemporary media environment, are advertisers forced to find new ways to attract and hold people's attention? What are 5 ways they are attempting to do this? Offer examples.

Accepted Answer

The answer of Why, in the contemporary media environment, are...

Question 13

Social Cognitive theory differentiates between two types of modeling. What are they? Please define and give an example of each and offer your opinion on which is a more likely effect of mass media.

Accepted Answer

The answer of Social Cognitive theory differentiates between two types...

Question 14

List, describe, and offer an example of the three identifiable characteristics of today's media consumers.

Accepted Answer

The answer of List, describe, and offer an example of...

Question 15

How has concentration of ownership in the media industry affected the mass communication process? What are the possible dangers of increased concentration for the media industries and their audiences? Is there a possible up-side to concentration of ownership? Please offer examples throughout.

Accepted Answer

The answer of How has concentration of ownership in the...

Question 16

Explain the effect that each of the five forces that are shaping mass communication have on the media/audience relationship. Which of the five forces do you believe has the biggest impact on mass communication? Why?

Accepted Answer

The answer of Explain the effect that each of the...

Question 17

Explain the key similarities and differences between interpersonal and mass communication. Where do blurred areas exist between the two and what is responsible for this blurring of distinctions? Give solid examples.

Accepted Answer

The answer of Explain the key similarities and differences between...

Question 18

What is the basic argument of Critical Cultural Theory? Do you think its representation of the contemporary media/people relationship is accurate? In the ongoing dialectic between media and people, who do you think has the greater responsibility and who has the greater amount of power? Please use examples to support your augments.

Accepted Answer

The answer of What is the basic argument of Critical...

Question 19

Social responsibility theory argues that media industries and professionals must serve the public if they are to be free of government control. For American media, this theory identifies eight basic assumptions regarding the operation of media outlets and performance of media professionals. What are they and how realistic do they remain in our contemporary times of significant media industry upheaval? Offer examples where useful to your argument.

Accepted Answer

The answer of Social responsibility theory argues that media industries...

Quiz 10: Mass Communication