CMN 326 Exam #1
When did mass communication emerge and why correct answers 1920s; a way to
reach new audiences
What was the first form of media correct answers Radio
Why was the term mass communication created (2 reasons) (This is what it used to
mean, not necessarily now) correct answers To refer to (a) the "massness" of the
audience that media could reach and to (b) homogeneous media use and homogenous
media effects (everyone is using media and is the one specific audience)
What is *mass* communication? (4 points) correct answers Mass = ONE to MANY
1. Large, anonymous, and often heterogenous
2. Messages originate from a source and is then communicated to the masses
3. Communication originates from institutions and organizations
4. Media functions to attract and hold a large audience for advertisers
What is mass *communication*? correct answers Interdependent creation,
transmission, and interpretation of messages that prompts a response
-Interdependent: both parties rely on each other (media corporation and audience)
-Interdependent because it involves creation, transmission, and interpretation... and
prompts a response
What is one legacy of radio (class example) correct answers The way our television is
set up
What are the precedents set by radio (3) correct answers -Media conglomeration and
concentration: 1940's four networks dominated broadcast radio: NBC, CBS, ABC, N??
These Controlled 95% of the worlds nighttime broadcasting
-Media commercialization: We expect commercials, but that was not always the case.
Commercialization of media content was very contested. (Corporations v government,
educators v laborers) AT&T pioneered advertising in 1922
-Concept of scheduled programming and "prime-time" (Highest tune-in times)
By what decade were a lot more channels available (ex: Nick, TBS, MTV, TBN, ESPN)
correct answers 80s
Why did we shift to television (3) correct answers -A lot more channels available
-Advertisers can target niche audiences
-Different programs are available for different interests
, Affordances of New Media (descriptions) correct answers -New media is online, on
demand, and interactive (Ex: netflix, youtube, facebook, disney plus) New media allows
us to engage with media in ways that were never before seen
-Affordances: inherent functional attributes of a particular object emerging in the
relationship between actor and object. Affordances are the features of the site (ex:
facebook allows for friending, liking, writing on walls, etc)
-Perceived affordances: affordances based on the user's experience rather than the
inherent properties of an object (Ex: prof was given software to check grades and email
teachers, but students decided to use software to message friends)
5 Affordances of New Media correct answers 1. Social presence: feeling that others are
near and sharing the same experience together
2. Asynchronous: the lag between message transmission, receipt, and subsequent
response (When you post on facebook, message has been transmitted that you could
receive days, months, years later) Every thing is on demand for us
3. Accessibility: ability to easily access
4. Network associations: users can view each other's content or connect to other users
("friends", "following")
5. Persistence: communication is relatively permanent and accessible long after the
initial interaction (ex: screenshots)
Media Convergence correct answers The process by which multiple media systems
coexist and media content flows fluidly across them (Newspaper, TV, social media, etc.
Coexist and content can flow across these forms of media)
5 Dimensions of Media Convergence correct answers 1. Technological: occurs when
technologies merge (ex: phones are one technology that can do everything for us, such
as watch tv and movies, listen to the radio, play games, and read the news)
2. Economic: occurs when a company controls several products or services in the
entertainment industry (Ex: Before, companies were focused on one thing, like a video
game company or news outlet. Now, think about how Disney has movies, radio,
television, amusement parks, newspaper.) This was unheard of before, but now a lot of
companies double dip into other services.
3. Social: occurs when consumers engage in multitasking strategies. When consumers
are using multiple forms of media at one time (watch movie and also using phone)
