Test Bank for Media Today: Mass Communication in a Converging World, 8th Edition Turow (All Chapters included)
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Media Communications
Complete Test Bank for Media Today: Mass Communication in a Converging World, 8th Edition by Joseph Turow ; ISBN13: 9780367680299. (Full Chapters included Chapter 1 to 14).....1. Understanding Mass Media, Convergence, and the Importance of Media Literacy; 2. Making Sense of Research on Media Effect...
Media Today:
Mass Communication in a
Converging World
8th Edition by Joseph Turow
Complete Chapter Test Bank
are included (Ch 1 to 14)
** Immediate Download
** Swift Response
** All Chapters included
, Preface to the Media Industries
1. In order for convergence to occur, all of the following must be present except
a. Copyright
b. Corporations
c. Content
d. Computers
Corporations, content, and computers allow convergence to happen. Copyright deals
with content regulation, not content availability.
2. The increase in the number of mass media outlets is called
a. Channel segmentation
b. Channel fragmentation
c. Channel mediation
d. Channel modification
Channel fragmentation describes this increase.
3. A new television channel that decides to make content specifically for tweens is using what
tactic in defining its audience this way?
a. Segmentation
b. Audience fragmentation
c. Targeting
d. Demographic data
Targeting is the defining of the desired audience for media outlets or media content.
4. Two companies providing the production of a film is called a
a. Pick-up
b. Conglomerate
c. Partnership
d. Coproduction
Coproductions often happen with companies in two countries working on getting a
film or show made.
5. The ownership of different aspects of media production, distribution, and exhibition across film,
television, and radio is called
a. Horizontal integration
b. Horizontal construction
c. Vertical integration
d. Vertical construction
Horizontal integration is the owning of different aspects, which allows companies to
capitalize on their assets more.
, 6. Monopolization is one of the key elements at the heart of today’s media industry.
FALSE
Monopolization is illegal for any industry, including the media industry.
7. The various exhibition points that distributors use to make money from their texts are called
screens.
FALSE
They are called windows.
8. Audience segmentation and fragmentation happened before the rise of digital media.
TRUE
They both occurred with the introductions of then-new media, such as radio and television.
9. A mass media conglomerate is one that holds several different media companies.
TRUE
Disney is an example. Other media companies are part of larger corporations that make
everything from medical equipment to stoves.
10. Synergy involves maximizing one part of a company’s holdings in order to get as much money
out of it as possible and as efficiently as possible.
FALSE
Synergy refers to using all of the parts, not just one.
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