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RTF305 Finals Exam | Questions And Answers Latest {} A+ Graded | 100% Verified
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RTF305 Finals Exam | Questions And Answers Latest {2024- 2025} A+ Graded | 100%Verified
Digital Convergence - - Intersection of:
o digital format (writing, sound, pictures)
o media technologies with computers (books, tv)
o corporations that deal with these situations (Disney, Apple)
o social processes that deal with these (news, education, entertainment
- Allows for the collaboration of different types of media forms in a new digital format
- Ex. Smartphone
Economic Convergence - - The notion that globalization will result in the world's poorer countries
gradually catching up *with more advanced economies
- (explanation during the review session) global economy, free trade of nations
Conglomeration - - Big businesses or corporations that own seemingly unrelated holdings. They are
made up of diverse parts from across several media industries and are involved in multiple areas of
business activity.
- Ex. Disney (combined multiple parts of business from movie to storybook to theme parks)
Evolution to an information society - - The evolution and progression of communication formats through
time:
- Oral communication (pre-agricultural) >> Written/Print communication (agricultural) >> Mass
communication (industrial) >> Digital (information)
Oral Communication - - Pre-agricultural society, was bound by time and space. prevalent in pre-
agricultural societies of hunters and gatherers who depended on spoken word to communicate within
the community. Stories were passed down through generations by the power of speech and memory.
Because these societies were small and community-based, communication did not need to transcend
the realms of space and time. Today stories that originated as oral communication exist in fairytales and
folktales.
,Written Communication - - When agricultural societies developed they became more settled and
complex. Many were still illiterate but those who were literate, mostly the upper class, could use writing
as an easier way to preserve stories than oral communication. Writing, unlike the spoken word can more
easily transcend time and space boundaries. At this time, The Bible and the Koran were copied by hand
and had a large influence as some of the first written works.
Industrial society and communication - - The Industrial Revolution extended Gutenberg's methods to the
manufacture of not just newsprint, but virtually all types of goods. Industrial production ( and higher
wages) was centered in large cities, triggering a mass migration from rural areas to cities and from
agricultural jobs to manufacturing. Growing urban populations with money to spend on manufactured
goods provided ready audiences as newspapers expanded to become the first advertising supported
medium of mass communication.
Impact of Digital Media on Society - - The media and society have always adapted to one another.
- The first consumer communications medium to be digitilized was the telephone.
First copy costs & Marginal costs - - First copy costs a lot
- Especially "blockbuster" films, but others too
- Marginal costs for manufactured copies, "no" cost when digital
Economies of Scale - - When a large firm can produce a lot of units at a low cost when smaller firms
cannot compete
- Result when unit costs go down as production quantities increase (definition from book)
Vertical & Horizontal integration - - Vertical- When a company with the same owner handles different
aspects of a business (within the same industry), such as film production and distribution
- Horizontal- The concentration of ownership by acquiring companies that are all the same business
Cross-Ownership - - When one firm owns different media outlets in the same area to limit/control
competition (i.g clear channel)
Monopoly, Oligopoly, & Duopoly - - Monopoly- one firm dominates the industry
, ex: Clear Channel Radio
- Oligopoly- few firms dominate the industry
ex: network television (ABC, CBS, NBC, FOX, etc.)
- Duopoly- two competing firms dominate the industry
ex: apple and microsoft
Political Economy - - Analyzes patterns of class domination and economic power
- Inspired by Karl Marx, who wrote that society is based on the relations between those who own the
means of production and those who work for them.
- In this view, it is the owner's interest that are reflected by media and culture, because the dominant
groups in society-usually those who own the major corporations- want to create an underlying
consensus, or hedgemony, of ideology favoring their continued domination
Gatekeeping - - Deciding what will appear in the media
- Media managers/editors who can either open or close "the gate" on a story/shape how it is presented
(framing).
Killing Us Softly - Ads are processed subconsciously. They sell more than products- who we are, who we
should be, values, concepts of love, sexuality, success, normalcy. Violence against someone begins with
making him or her a thing. Sexy ads designed to lead us to consumerism. Passion for products, not
partners. People and products become the same. Magazines have started using real women (Dove
campaign)
Tough Guise - Mask to hide man's vulnerability. Media defines manhood. Since violence is associated to
men, it is outrageous when women perform it. Size matters- larger men, smaller women. Women's
movement- men threatened. Masculinity is a pose, is a performance. Respect linked to physical
strength, way you scare people.
Strong Effects - - Priming
- Hypodermic Needle
- Social Learning
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