MC 2000: Exam 1, Chapter 2
How would you describe the way in which a programming message is delivered in the traditional mass communication process?
The results are limited, with a program either succeeding or failing
New technologies have blurred the distinction among various types of media. T/F
True
What are examples of ways in which companies employ brand entertainment?
a newspaper publishing a science section sponsored by a power company, a TV program featuring a product as an essential part of the show
Persons who have on preference for how they access media content are referred to as being platform
agnostic
What are examples of consumers who are content producers?
an individual's blog, a musician releasing her music online, two friends making a digital video movie
division of viewership into small, narrowly defined segments
audience fragmentation
the major challenge facing media industries today is that of
capturing a fragmented audience
ownership of media outlets by large non media companies
conglomeration
The ability to consume any content at any time and in any place
consumption-on-demand
the blurring of traditional distinctions among media
convergence
The release of Margin Call, on cable television, video on demand, and online on demand the same day it opened is an example of
day-and-date release
What do experts see as likely consequences of convergence and low cost entry?
different types of storytellers will find audiences, more content sources may counter the effects of concentration and conglomeration, the cultural forum may become more controversial
What has enabled 21st century media producers to find new ways to deliver content to new audiences?
digitization and the internet
local media industries and local cultures are overtaken by high-quality US media content
drawback for foreign country
foreign countries place limits on the amount and type of programming allowed in their countries
drawback for media conglomerate
A new type of content known as brand ________ involves making brands part of and essential to a program
entertainment
As the characteristics of media consumption have changed, media industries are adjusting to be able to cater to an audience that is
fragmented into a great number of niches
the ownership of media outlets by large, multinational conglomerates is an example of
globalization
Purchasing rights to a segment of a talkshow is an example of
hypercommercialism
paying for an "oral mention" of a product during a program is an example of
hypercommercialism
the growth in the amount of advertising
hypercommercialism
What impact does increasing the number of points of distribution of media programming have on the quality of programming?
increase revenues, which can improve programming
in the traditional mass communication process, the message is
inflexible and unalterable
What is the strongest reason why many content consumers have become content producers?
it costs little or nothing to produce content online
What are ways that the concentration of ownership of media companies harms the democratic process, according to US Representative Maurice Hinchey?
it shrinks the marketplace of ideas, the quality of journalism suffers, it stifles independent voices
Narrow, demographically targeted audiences may be in danger of
losing their ability to connect with members of other taste publics, having narrower cultural experiences
What are considered major factors in giving a voice to audiences as content producers?
low cost of entry, advances in technology
What is true of RSS messages?
mixed, unique to each user, can be altered
What are general concerns when large, multinational conglomerates make the majority of media acquisitions?
multinational companies may pursue profits no matter what the cost of local consumers, large companies may be so profit-driven that they may not respect the cultures in which they operate, foreign corporations may try to influence media content to follow their own purposes
Media that cater to a targeted small audience whose members share an important characteristic are practicing __________ marketing
niche
Home television is an example of
platform
the means of delivering a specific piece of media content is called
platform
What best describes the way in which programming message is delivered in the traditional mass communication process?
results have limits, with a program either succeeding or failing
What are possible benefits of audience fragmentation?
social networking sites can benefit where they can discuss their feelings and ideas, public discussions of national events will go beyond friends and neighbors, digital media may allow more larger and varied communities
A media company's practice of making use of as many media channels of delivery as possible is called
synergy
What factors have forced media companies to change the way they do business?
technology, economic uncertainty, change in consumption behavior
What makes it possible to perform real-time tracking of individual patterns of consumption as well as to interact with consumers directly and therefore tailor messages for those consumers?
the internet
According to the NYU law professor Burt Neuborne, conglomeration has led to sensationalism in the press
the press is now subject to a market psychology
What are arguments given by those who defend the idea that globalization is necessary for the economic survival of media companies?
the world's economies are becoming more interdependent, globalization is necessary for reaching a widespread, fragmented audience, media companies need to reach people in emerging democracies
How have major media organizations reacted to user-produced content?
they have embraced it
What provides feedback to producers in today's mass communication process?
visits to specific websites, credit card purchases, content downloads
What publications is an example of the practice of narrowcasting or targeting?
Ski
What are examples of audience fragmentation?
TV Land, Nick, Spike
Video game industry revenues have enjoyed steady growth in the early 21st century. T/F
False
