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STUDY GUIDE

CHAPTER 1

1. Identify the four levels of communication
2. Explain the difference between mass communication and mass media
3. Define contemporary models of mass communication
4. Explain the historical evolution of the media world
5. Define media literacy
6. Describe the “Seven Secrets” about the mass media

CHAPTER 2

1. Discuss the history and development of our understanding of media effects
2. Name the types of effects the mass media can have
3. Explain the major communication theories and their uses

CHAPTER 3

1. Describe how the media developed as a private industry in the United States from the colonial period to the present day.
2. Summarize how control of the media industry has changed from the 1950s to the present day.
3. Define what is meant by “media synergy”.
4. Know the difference between short head and long-tail media and the implications for the future of the media industry.
5. Identify six groups that influence how the media behave and what content they present.

CHAPTER 5

1. Understand the development of the colonial and early American press.
2. Know how tabloid newspapers differ from broadsheet newspapers.
3. Describe the four major types of newspapers today.
4. Name six basic news values used by journalists.
5. Discuss the risks that reporters take to cover the news.
6. Explain how the Internet and mobile technology have changed the news and newspaper business.

CHAPTER 6

1. Is radio still a distinct, separate medium, or is it just part of a larger world of audio programming? Why or why not?
2. What is the role of a producer in music like rock, R&B, and hip-hop? Why do producers seem to have such a big influence on the music industry?
3. Can musicians still make a living in the music industry today? Why or why not? How has this changed over the last twenty years?
4. How are musicians using long-tail tools to create new ways of sharing their music while still making money?
5. Describe how major developments in audio technology changed how people experience music.
6. Explain how rock ’n’ roll developed out of two different music traditions.
7. Explain how radio transformed from a channel for interpersonal communication to one for mass communication.
8. Describe how different recording formats have given rise to concerns about the purchasing of music.

CHAPTER 7

1. What is the difference in the “realism” of practical and CGI effects?
2. How did the coming of television change the nature of the movies? How has the rise of online media transformed this process?
3. Explain how blockbuster movies become more than just movies for the companies releasing them. What products are developed to go with them?
4. What are the consequences of having a movie industry that is mostly controlled by white men?
5. How would the movie industry be different if the people running the industry looked more like the people in the audience?
6. How does having access to a wide range of both popular and obscure movies change our movie-viewing habits? Is this level of choice a good thing or a bad thing? Why?
7. What was block booking, and what were its benefits and drawbacks?
8. How is the studio system similar to the emergence of radio networks? How does the system differ from other types of networks?

CHAPTER 8

1. Discuss the development of television from its invention to HDTV today.
2. Explain how cable/satellite television, recorders such as VCRs and DVRs, and the adoption of digital television have transformed the television industry.
3. Discuss the issue of racial and ethnic diversity on television.
4. Identify three key reasons why viewers watch television.
5. Discuss the problem of broadcast decency, using examples.
6. How did Ted Turner transform cable television?
7. What does media journalist Ken Auletta mean by “an earthquake in slow motion”? How is that earthquake still going on today?
8. How did Janet Jackson’s 2004 Super Bowl appearance transform our standards for decency on broadcast television?
9. How have technological changes transformed how we think of “watching television”?

CHAPTER 10

1. Identify why the original technology behind the internet was developed.
2. Identify and describe the three major components of the World Wide Web.
3. Explain Tim Berners-Lee’s original idea for how web browser content should be written and distributed.
4. Describe the four elements of the “hacker ethic” and how they apply to the contemporary internet.
5. Explain why people believe that the convergence of old and new media will replace “dead-tree” media (newspapers, magazines, and other formats) as the main source for news.

CHAPTER 11

1. Identify and describe the five basic characteristics that make social media social.
2. Describe the individual contributions to the invention of video games made by each of the following people: Alan Turing, William Higginbotham, and Ralph Baer.
3. Explain the reasons why the video game industry had to create a ratings system similar to movies and television.
4. Provide three examples why video games can be considered a form of mass communication.
5. Explain how video chat and social media are not the only platforms people can use to social distance, and provide examples of other technology being used to communicate while apart.

CHAPTER 12

1. How are stores able to target advertising to consumers without the customer deliberately giving the store any information?
2. What had to happen socially in the 19th century in order for advertising to become an important part of our culture?
3. How can advertisers grab the attention of consumers when there are so many competing advertisements they are being exposed to?
4. How does integrated marketing communication differ from traditional advertising?
5. Define what “advertising” are using examples of six different types of advertisements.
6. Describe the four major groups in the advertising business and the key characteristics of each.
7. Explain how advertisers use demographics and psychographics to target their audience.
8. Name four common misconceptions about the advertising industry.
9. Discuss the controversies surrounding advertising directed at children.

CHAPTER 13

1. Identify the two key founders of modern public relations and describe their individual contributions to the PR industry
2. Describe the three major functions of public relations
3. Identify four ways companies use media to communicate with their internal publics
4. Describe two examples of how the internet has made public relations more difficult
5. Explain the way PR plays a significant role in what is presented as news in the media
6. Explain the five components of the ROPES public relations process
7. Discuss how public relations shapes the news we receive and our view of politicians.