CCI 150 Exam Questions with Complete Solutions

CCI 150 Exam Questions with Complete Solutions Know, generally speaking, who/what owns most major media. - ANSWER Mostly businesses. Mostly corporate chains (big or small) Be able to identify the major ways media make money, both from the book and from lecture. - ANSWER 1. Advertising 2. Subscription 3. Audience Donations 4. Private support Understand this phrase: the media are pervasive. - ANSWER We know what we know through the media. What would life be like without the media? We know what we know because we see it, hear it. Pervasive Media is basically any experience that uses sensors and/or mobile/wireless networks to bring you content (film, music, images, a game...) that's sensitive to your situation - which could be where you are, how you feel, or who you are with. What are the primary types of mass media (three)? Be able to categorize examples. - ANSWER printing, electronic, chemical Printing: Books, magazines, newspaper Electronic: Radio, television, internet Chemical: movies Understand and be able to identify and recognize examples of the mass media models discussed in class, especially elitist/populist. - ANSWER Populist is popular like reality TV Elitist is good for you and makes you smarter like national geographic Be able to explain economic imperative. - ANSWER Having to make money to stay in business What is demassification and why does it happen? - ANSWER Demassification is the opposite of mass media. To give a more selected audience and more choice. Understand the difference between mass media and targeted media. - ANSWER Mass media is when a big audience is consuming the exact same media at the same time.-Targeted media is something for everyone and you match an advertiser with an audience What are some of the major forces that cause media industries to change? - ANSWER Change in media is caused my money, power, and technology What is convergence and why is it an important topic right now? - ANSWER Convergence is the coming together or blurring of different types of media-It is important because big corporations are doing it Remember the examples from video and audio slideshows we saw in class, especially as they relate to convergence and corporate ownership. - ANSWER Convergence is at the New York times with feature stories and audio with still-video slide show-Corporate ownership- the McDonald's effect Understand BIG effects thought, including the hypodermic needle or bullet theory (used interchangeably). Who is affected? How did war propaganda influence this thinking? Why are these theories flawed? - ANSWER Early researchers thought the media had powerful effects. The third person effect.. the "other guy" is more influenced than we are. This is usually not true/ accurate. The Hypodermic Needle Theory is a linear communication theory which suggests that media messages are injected directly into the brains of a passive audience. It suggests that we're all the same and we all respond to media messages in the same way. Developed after world war 1. - Everyone is different not a good theory anymore - It doesn't work, but people are influenced by media ex. teen violence and video games - The main theory that is regarded as outdated is the 'hypodermic needle' effects theory as it views the audience as a mass that behave in the same way in response to a text. It is important to remember that any theory is only useful when it is understood and applied appropriately to a media text. What event in 1938 caused the public to worry even more about "big effects" of media? - ANSWER the Great Depression Understand SMALL effects / MINIMAL effects thought and how opinion leaders matter (two-step process). Know both steps in the two step process and that multi-step flow is actually even more ac - ANSWER We aren't all really that susceptible. More modern models are more accurate. - Two-step process: 1: Message from the media 2: Getting more information, maybe from opinion leaders - Multi- step flow theory indicates that information, usually from media outlets, moves in multiple directions, each consumer of the information passing on not only the information but their own interpretation of it. - multi-step flow is actually even more accurate. - opinion leaders: they are friends, acquaintances, teachers, etc who influence people; instead of the media influencing people What is Gerbner's Mean World theory and how does that relate to cumulative effects and cultivation theory? - ANSWER Theory created by George Gerbner that states the effects of TV violence encourages a fear of the outside world - Cumulative effects theory: One exposure may not shape our world view, but this theory might. Are all know slogans bc we hear them so often. Can have a negative effect like spiral of science when one doesn't speak out bc they have a minority view. - Cultivation theory states that high frequency viewers of television are more susceptible to media messages and the belief that they are real and valid.