Exam (elaborations)
SMAD 150 Final (1).
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- JMU SMAD 150: EXAM 2
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- JMU SMAD 150: EXAM 2
Exam of 8 pages for the course JMU SMAD 150: EXAM 2 at JMU SMAD 150: EXAM 2 (SMAD 150 Final (1).)
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SMAD 150 FinalWhat is the main idea of Potter Chapter 15? - ANS--Giant companies own most of the
media and the role of media mergers
Localism - ANS--idea that power is best shared amongst many people. Everyone has a
voice and can influence decisions
Efficiency - ANS--idea that power is best concentrated among a few people. They can
make decisions well and quickly and maximize profit
Localism in the media - ANS-Benefits:
-shared power involves more people in decision making and better serving the public
interest
Key players of localism in the media - ANS-broadcast industry, US Congress and the
Federal Communications Commission
Efficiency in the media - ANS-Benefits:
-concentration of power means growth, uniform products and low prices
Issues of concern:
-increased barriers to entry
-small businesses go out of business quicker
3 different types of mergers - ANS-horizontal, vertical, conglomerate
Horizontal mergers - ANS-One company buys another company of the same type (radio
buys radio)
Vertical mergers - ANS-One company buys suppliers or distributors, but same chain
Conglomerate mergers - ANS-One company buys another company in the same
business or different business
Megamergers - ANS-One media conglomerate buys another media conglomerate
-enormous resources
Some issues of concern - ANS-deregulation, changes in content, changes in access
, Deregulation - ANS-Belief that strong vertical integration will drive away competition and
exploit the consumer
Changes in content - ANS-critics of decreased competition argue that it leads to
negative changes in message content
Changes in access - ANS-critics of increased concentration argue that it limits access to
the media and creates barriers to entry
What does Potter say about privacy? - ANS-it is the most important media literacy issue
we face
Media Violence Overview (Gerbner) - ANS--Media effects chronology
-Cultivation theory
-Implications of cultivation theory
Media Effects Chronology - ANS--Hypodermic Needle (mass media messages have
strong and more or less universal effects on audiences)
-Limited Effects (Mass media are simply one of many determinants of how people think
or behave. Media principally reinforce existing beliefs)
-Specific Effects (Media compete with or complement many other variables. Under
some circumstances specific types of media content may have significant effects on
certain audience members)
Media Violence Research - ANS--Surgeon General Report -relationship between
violence on TV and later aggressive behavior
-Social Learning Theory
-modeling
-observational learning
- inhibition and disinhibition
Gerbner and Cultivation Theory - ANS-Cultivation: The process by which media shape
our view of the world and cultivate our widely shared conceptions of reality (LONG
TERM)
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