Mass Communications 101 Final Exam.

Radio news on AM radio:

1. Usually reports stories in short (under 1 minute) format. 2. Is usually better at telling you what happened than telling you the details of why or how something happened. 3. Is probably the quickest medium at reporting sudden stories. 4. Can be extremely important in the coverage of large-scale disasters, such as major earthquakes. ALL OF THE ABOVE

Media literacy is an understanding by the media audience of....?

1. Who and What the Media are and how they operate 2. The messaged delivered by the media 3. The roles media plays in society 4. How audience members respond to media (ALL OF THE ABOVE.)

What does it mean if a book is self-published?

1. You hire an editor to review your text and a graphic artist to make the book look professional. 2. You hire a printer to print and bind the book. 3. You market the book to bookstores or through other distribution channels. 4. You format and upload your ebook to a direct publishing site. ALL OF THE ABOVE

As discussed in chapter three, what is a conglomerate?

A large corporation that does business in many fields inside and outside of media.

Which is an example of the Gatekeeping function in mass media?

A magazine editor deciding which articles to publish and Twitter placing a fact-check checkmark next to a tweet (BOTH)

A consumer magazine is....?

A magazine that is probably about a specific topic, but anyone can buy it

Which is an example of functional analysis from the microanalytic point of view?

A young couple plays a video game, loser has to wash the dishes.

You shoot 50 photos of a campus demonstration, but only three of them make it to the newspaper. This is an example of what thought about media literacy.

All media messages are constructions

The Long Tail

Allows small, independent moviemakers to advertise and distribute their work to scattered audiences and Gives every author the opportunity to have his or her book published on the Amazon Kindle platform (BOTH)

Which other news media have challenged news papers throughout the years?

By the 1930s, radio news was faster at covering stories. By the 1960s, television news was replacing afternoon newspapers in many cities. By the 1980s, 24-hour cable TV news made news stories endlessly updatable. By the 2000s, news aggregators gave consumers an unprecedented variety of news sources. ALL OF THE ABOVE

Why was the 1960 Kennedy-Nixon Presidential Debate a milestone in media history?

The entire debate was sent out across the world over the telegraph. It was broadcast live over the radio. It showed the value of having a deep, clear speaking voice. It was the first televised Presidential debate. It showed the value of looking good and appearing Presidential. ALL OF THE ABOVE

Independent bookstores....

are in some cases doing surprisingly well

What is a satire?

often humorously exaggerated, but often with an underlying point.

A teacher preparing a powerpoint lecture for students is....

encoding

in radio, voice tracking...

has decreased opportunities for local djs - because it allows them to make it appear as if someone is live on the air, while in actuality the voice is pre-recorded.

Before radio became a mass communications medium, it was called the "Wireless" because

it was similar to the telegraph, only without wires

With the growth of radio and television, magazines adapt by becoming....

more specialized

The head of a newspaper is the

publisher

When #MeToo became a popular movement in 2017 and highlighted the problem of

sexual harassment of women

Why is D. W. Griffith's "Birth of a Nation" one of the most infamous films ever made?

It glorified the White Supremacist Ku Klux Klan and is blatantly racist.

What does it mean when we refer to "Cutting the Cord"?

It refers to (mostly) young adults who live without a cable or satellite subscription.

What is the significance of Johannes' Gutenberg's printing press?

It was the first printing press with movable type.

"The Jazz Singer" (1927) was a noteworthy film because

It was the first talking movie, or "Talkie"

The theory of Agenda Setting states that

Large media outlets are good at telling us what issues to think about, but not good at convincing us what to do about it.

In general, newspapers make the greatest part of their money from:

Local advertising

What are Public Relations (PR) magazines?

Magazines that enhance the image of an institution or corporation.

Which is a recent trend in newpaper?

Newspapers are offering mobile sites, podcasts and social media feeds. A greater emphasis on local news unlikely to be covered by any other paper. Putting less emphasis on the print publication and putting more emphasis on the news "brand." ALL OF THE ABOVE

In addition to making films people want to watch, a good director should be:

On time and on budget

Generally speaking, what can we say about mass media in the United States?

-Less regulated than other countries -More likely to be operated for profit than in most countries -Private ownership is higher (In the quiz, this was a "None of the above" but answers have been flipped to be correct!)

What are some characteristics of the Long Tail?

1. A larger selection of goods. 2. It is easier and cheaper to connect makers of specialized goods with consumers who want those goods. 3. The demand for mainstream hits will go down because of greater choices. 4. Goods, and even ideas, can be more tailored to personal tastes. ALL OF THE ABOVE

What are some current trends in magazine publishing?

1. Attractive graphics and layout matters more than ever 2. Articles are getting shorter 3. Magazines are focusing on narrower, more segmented topics ALL OF THE ABOVE

Who in the book industry has been helped by the long tail?

1. Beginning or struggling authors can self publish nearly anything as an e-book and 2. Amazon, which can profitably sell even the most obscured books online. (BOTH)

The 1915 "Music Box Memo"

1. Foresaw that voice, not Morse Code, was the future of radio. 2. Foresaw that radio could be a news and entertainment mass medium. 3. Was written by David Sarnoff, who was later involved with the founding of the NBC Radio Network.

Podcasters:

1. Give the audience the power to listen to what they want, when they want it, and in the order that they want it. 2. Generally create long tail programming. BOTH

Why is George Melies' Trip to the Moon a notable film?

1. It was the first special effects film 2. It is perhaps the first film, 1902, to tell a fictional story.

What is true about media and political bias?

1. News with an explicit point of view is popular on cable television 2. Audience members tend to view news as biased if it does not actively match their own point of view 3. Conservatives point out that reporters tend to be more liberal than the public at large 4. Liberals point out that media are owned by large corporations that tend to be more conservative than the public at large ALL OF THE ABOVE.

Which of the following is true about magazine covers and race?

1. People of color have historacly been underrepresented on magazine covers AND 2. Recent research indicated that over the last few years, people of color are being shown more frequently on magazine covers.

If you started a magazine for bakery owners, could you become profittable?

1. Perhaps, many trade magazines with a narrow focus survive. and 2. It depends on wether there are advertisers that are willing to spend money to reach Bakery owners

Popular music became a contributor to growing racial integration in the United States in the 1950's and 60's because....

1. Some White music fans began to listen to jazz and rhythm and blues, two historically African-American forms of music. 2. White performers such as Elvis Presley sung gospel and other forms of music generally performed by African-American artists. 3. Music fans increasingly crossed town to listen to the music they preferred. ALL OF THE ABOVE

What did the People's Choice study find out about how voters make decisions?

1. The most persuadable voters are the least likely to pay attention to media messages. 2. Opinion leaders (Friends and Neighbors) are more influential than the campaigns or the media. 3. People with Strong opinions are unlikely to change them. (ALL OF THE ABOVE)

Which lead to the Penny Press Revolution in American newspapers in the 1830's?

1. The steam-powered printing press 2. A more literate public, thanks to Jacksonian Democracy 3. The Industrial Revolution had come to the biggest cities in the U.S. ALL OF THE ABOVE

Why are some of the world's largest car companies and the worlds largest technology companies in a race to create self-driving vehicle operation systems?

1. These valuable systems could be licensed to the makes of millions of cars and trucks. 2. There can be different systems for cars, ride-sharing vehicles, delivery vehicles, and so on. 3. The smart vehicle operating systems will no doubt include a variety of media options for passengers. 4. GPS and other data will no doubt be tied to advertising. ALL OF THE ABOVE

Why did some struggling independent moviemakers relocate to Hollywood around 1912?

1. They were being harassed by the more established East Coast studios. 2. They could shoot movies outdoors all year around. 3. They had a variety of outdoor backdrops to shoot movies: mountains, beaches, deserts, cities, etc. 4. Labor and land were relatively inexpensive. ALL OF THE ABOVE

HD radio:

1. Turns traditional radio waves from analog to digital 2. Will improve the sound quality of both AM and FM 3. Cannot be listened to from a traditional analog radio (ALL OF THE ABOVE)

Which is an example of New Media and Disruption?

1. Uber and Lyft disrupting the traditional taxi business 2. Netflix disrupting video stores 3. Amazon disrupting brick-and-mortar bookstores 4. Online education disrupting traditional classrooms ALL OF THE ABOVE.

The Los Angeles Times

1. was sold in 2018 to a local biotech billionaire. 2. has moved out of its historic Downtown newsroom to El Segundo. 3. is hiring high-quality journalists for the first time in years.

As it applies to the Long Tail theory, which is the best example of the short head.

A Star Wars movie

What is "Synergy" As applied to business?

A carefully crafted business can be more than the sum of its parts.

Generally speaking, what type of newspaper has seen the biggest decrease in readers and advertisers in recent years?

Big city metro newspapers like the Los Angeles Times

What power does the mass media have according to the Critical Cultural Model?

Big media controls the creation and flow of information

What does symbolic interactionism have to say about Fiction Vs. Truth

If we believe something is true (even if it is not true), it is real if it affects people.

Two people talking over the telephone is an example of what type of communication?

Interpersonal communications

According to Chapter 1, which is NOT part of the SMCR model

Choices

Being able to understand a Los Angeles Times Editorial is an example of the ____________ dimension of media literacy

Cognitive

TIME and PEOPLE are examples of which type of magazine?

Consumer magazines.

Among the top five radio station formats are

Country

The Frankfurt school applied ________ analysis to the cultural life of society.

Critical/Cultural

Which statement is NOT TRUE about digital projection of movies in theaters

Digital projection equipment cost the theaters less per screen than normal projectors. FALSE, DIGITAL PROJECTORS COSTED MUCH MORE PER SCREEN CREATING A PAY BARRIER FOR SMALLER INDEPENDENT THEATERS. Only big theaters like AMC can afford 50,000$ projectors.

Radio stations generally put their top Dj's on the air at which time?

During morning and afternoon drive-time, while most people are in their cars to commute to or from work.

Why was "I love Lucy" noteworthy in regard to how TV shows were made?

Each episode was shot like a little motion picture with multiple takes from different camera angles.

Who were the Muckrakers?

Early investigative reporters from around 1900 who were often progressives or reformers

A magazine's cover lines are written mainly to....

Encourage readers to buy the magazine

According to the powerpoint segment on Media Literacy, all messages are targeted. What does that mean?

Every media message is created for a particular type of person

Which organization regulates broadcasting?

Federal Communications Commission

What was the first special effects film?

George Melies' "A trip to the Moon" 1902

What is an illuminated Manuscript?

Hand-Made European books produced before Gutenberg's printing press.

What was Reginald Fessenden's contribution to communications technology?

He figured out how to broadcast voice and sound over the airwaves, eventually leading to the Radio.

What is the "Mean World Syndrome"?

Heavy television watchers often think the world is more violent and crime filled than it really is.

What is Whitewashing in reference to Hollywood?

Hiring white actors for roles intended for other races

Corporate owned studios:

RESEARCH remain major film factories with many actors, directors and others under contract. have abandoned the "blockbuster mentality." are now primarily distribution companies. UNSURE

"Yellow Journalism"

Referred to the exaggerated, sensationalized newspaper reporting that peaked in the 1980's

"I Love L.A." is always played at the beginning of the Los Angeles Marathon. This is an example of the ________ model of communication

Ritual

When your teacher speaks in 1970's american slang that you don't understand, it is an example of...

Semantic Noise

PBS attracted its first significant audiences with which of the following programs?

Sesame Street

You hope to be a published author. If a publisher accepts your book, but charges you money to have it published, you are likely dealing with a(n)

Subsidy or Vanity Publisher.

How were television standards different in the 1950s and 60s?

TV characters couldn't say the word "pregnant."

Why do local TV news shows get particularly desperate for viewers during "Sweeps"?

That is when the Nielsen Ratings are linked to Advertising rates.

What stunning claim has Reed Hastings, founder and CEO of Netflix, made about his company?

That it is the first global TV network

When a book goes into another edition, what does it mean?

The book has been revised and updated.

What is the "Spiral of Silence?"

The tendency to stay silent when they believe their opinion might be unpopular.

Which is true about Online Newspapers?

They are generally less expensive to produce than paper newspapers, mostly because of lower printing and distribution costs

Who or what were "The Hollywood Ten"

They refused to testify before the House Un-American Activities Committee and were Jailed briefly for contempt of congress.

What did a 1985 U.S. Supreme Court decision say about Video Cassette Recorders (VCRs)?

Using a personal VCR to record anything on television for personal use was legal.

Which of the following is a trade magazine?

Western Floors, a magazine about the floor covering industry. (Trade = Specific industry)

Community newspapers

give people local news which they can't get anywhere else

Philo T. Farnsworth...

was 16 years old when he sketched out the first television system as a project for his high school science class got the patent on television usually worked alone out of his apartment-laboratory ALL OF THE ABOVE

The Bechdel test asks...

wether women have a meaningful presence in a movie