Skip to main contentOnline Exam 1 Chapters 1-5

Audiences for specific media content becoming smaller and more defined is known as

audience fragmentation.

Single-sheet announcements or accounts of events imported from England and posted on walls in the American colonies were called

broadsides.

When you read Vogue, Sports Illustrated, or Wired, you're reading ________magazine

a consumer

Culture is constructed and maintained through

communication

The book industry was slow to develop after the Revolutionary War because books were still expensive and literacy remained a luxury. But in a movement that began before the Civil War, ________ came to most states by 1900, swelling the number of readers.

compulsory education

The ability to access any content, anytime, anywhere describes

consumption-on-demand

Magazine circulation comes in the form of subscription, single-copy sales, and

controlled circulation.

In 1860, the Beadle brothers began selling popular action novels for 10 cents. These ________ helped turn books into a mass medium.

dime novels

When messages are transformed into an understandable sign and symbol system by a participant in the communication process, ________Blank is said to have occurred.

encoding

Communication between two or a few people is

interpersonal communication.

In the first decades of the twentieth century, Theodore Roosevelt coined the term ________ to describe writers who agitated for change by targeting powerful political and industrial people and institutions.

muckrakers

Tailoring media content to specific audiences that possess characteristics of interest to specific advertisers is a strategy known as

narrowcasting or niche marketing.

Anything that interferes with successful communication is said to be

noise

In the 1800s, ________Blank was developed, making printing possible from photographic plates rather than metal casts.

offset lithography

The concentration of control of the media industries into ever-smaller numbers of companies is

oligopoly

Most of the books carried to the New World by the American colonists were

religious in nature.

The very first colonial magazines were expensive and aimed at the small number of literate colonists. Their content was composed primarily of

reprinted British material.

The sale of a book, its contents, and its characters to filmmakers, paperback publishers, book clubs, and merchandise manufacturers is called the sale of its ________rights.

subsidiary

The feature services, or ________, do not gather and distribute news. Instead, they operate as clearinghouses for the work of columnists, essayists, cartoonists, and other creative individuals.

syndicates

When a media company has content that it can use across a number of its different holdings, this is

synergy

Groups of people, or audiences, bound by little more than an interest in a given form of media content are

taste publics.

The idea that machines and their development drive economic and cultural change is

technological determinism.

The first printing press came to the colonies in 1638 and was operated by

the Cambridge Press.

Frederick Douglass's ________, founded in 1847 with the masthead slogan "Right is of no Sex—Truth is of no Color—God is the Father of us all, and we are all Brethren," was the most influential African-American newspaper before the Civil War.

the North Star

Communication is a symbolic process whereby reality is produced, maintained, repaired, and transformed" is

the cultural definition of communication.

With the turn of the nineteenth century, urbanization, growing industries, the movement of workers to the cities, and increasing literacy combined to create an audience for a new kind of paper, one in which the price per copy was very low but on which publishers could make a profit by selling advertising. These papers were known as

the penny press.

Communication is best defined as

the process of creating shared meaning.

The Postal Act of 1879 increased literacy and reduced cover prices, and ________Blank fueled the booming interest in mass circulation magazines after the Civil War.

the spread of the railroad

In the late 1900s, magazines were able to reduce cover prices dramatically and thereby increase their readership due to

their ability to attract growing amounts of advertising.

Lasswell's model of communication is expressed as "Who Says What in Which Channel ________ with What Effect."

to Whom

The first African-American newspaper was ________, published initially in 1827 by John B. Russwurum and the Reverend Samuel Cornish.

Freedom's Journal

Among the earliest "newspapers" were the daily reports of the actions of the Roman Senate, called

Acta Diurna.

The first 10 amendments to the U.S. Constitution are called the

Bill of Rights.

The year 1956 marked the beginnings of the death of the mass-circulation magazines. The first to cease publication was

Collier's.

The press's guarantee of freedom, as well as all people's right to free speech, is set out in which amendment to the U.S. Constitution?

First

U.S. publisher Robert de Graff copied the success of similar books in England when he founded ________in 1939. This company produced inexpensive paperback reissues of books that had already become successful in hardback.

Pocket Books

Designed to help England recoup the money it lost waging the French and Indian War, the passage of the ________in 1765 angered colonial printers, who correctly saw it as a limit on their right of free expression.

Stamp Act

How much readers enjoy magazine advertising is called

affinity

Beyond high circulation numbers, newspapers are popular with advertisers for three primary reasons: their reach to 60 percent of Americans, the good demographics of readers, and the fact that many newspapers

are local, so advertisements can reach specific groups of readers.

Overall, levels of newspaper circulation have ________ for many years, and the amount of time people spend reading the print newspaper has ________.

declined; fallen

When signs and symbols are interpreted by a participant in the communication process, ________ is said to have occurred.

decoding

In mass communication, feedback is typically

delayed and inferential.

Increasing the amount of advertising and mixing commercial and noncommercial content is known as

hypercommercialism

The inability to read characterizes

illiteracy

What types of magazines are produced by companies specifically for their own employees, customers, and stockholders, or by clubs and associations specifically for their members?

industrial, company, and sponsored magazines

Produced to look like a consumer magazine, a ________ is actually a mail-order catalog.

magalogue

The simultaneous consumption of many different kinds of media is known as

media multitasking.

The fact that people increasingly have no preference for where they access their media content suggests that they are becoming

platform agnostic.

he U.S. mass-circulation popular magazine first prospered in the

post-Civil War years.

The process in which books are digitally stored and instantly printed, bound, and shipped when ordered is called

print on demand (POD).

The integration, for a fee, of specific branded products into media content is

product placement

In the early 1800s, U.S. magazines began to less resemble their British forefathers, in large part because of uniquely American

social movements like labor reform and abolition.

Which of the following is the name for the special versions of a given issue of a magazine, in which editorial content and ads vary according to some specific demographic or regional grouping?

split runs

In 1849, six large New York papers, including the Sun, Herald, and Tribune, decided to pool efforts and share expenses in collecting news from foreign ships docking at the city's harbor. In doing so they established the first

wire service.

In 1883, Hungarian immigrant Joseph Pulitzer bought the troubled New York World. His readership was "the common man," and he succeeded in reaching readers with light, sensationalistic news coverage, extensive use of illustrations, and circulation-building stunts and promotions. This brand of journalism became known as

yellow journalism