CCI 150 UTK Exam 1 questions and answers graded A+

What four schools are in the College of Communication and Information and minors offered - Answer-1. School of Advertising and Public Relations-no minor 2. School of Communication Studies-minor 3. School of Information Sciences and Tech-minor 4. School of Journalism and Electronic Media.-minor What are the areas of specialization in Journalism? - Answer-1. science journalism 2. sports journalism 3. media management 4. print/web journalism 5. broadcast journalism 6. visual communication 7. magazine journalism Who/What owns most major media? - Answer-Businesses, corporate chains, and non profits Major ways media make money - Answer-1. Advertising- biggest source of revenue 2. Circulation Revenue- audience pay for subscription 3. Audience Donations- mostly nonprofit 4. Private Supporters- mostly nonprofit Understand this phrase: the media are pervasive - Answer-The media are pervasive means that almost all content, news, and information is sent out through media channels. What are the primary types of mass media (three)? Be able to categorize examples. - Answer-Print: book, magazine, newspaper Electronic: radio, TV, internet Chemical: primary film, old movies, stills with negatives that are run through soap.Understand and be able to identify and recognize examples of the mass media models discussed in class, especially elitist/populist and vertically integrated. - Answer-Elitist/Populist: Elitist is sophisticated content meant to provoke thought such as newspapers, science journals, and documentaries Populist is popular content meant to entertain viewers such as the grammies and gossip blogs Vertically Integrated: One corporation owning multiple businesses that works together in order to keep more money in-house Be able to explain economic imperative. - Answer-Economic imperative states that profit motive drives decision making. What is demassification and why does it happen? - Answer-Demassification is the opposite of "mass media" and helps tailor media to fragmented audiences. Proliferation of media Demassification Targeted Media Understand the difference between mass media and targeted media. - Answer-Mass Media: one media source and standardized advertisement to all Targeted Media: giving the option to advertiser and audiences to have more tailored choices What are some of the major forces that cause media industries to change? - Answer-1. Money 2. Power 3. Technology What is convergence and why is it an important topic right now? - Answer-Convergence is the coming together or blurring on formerly different types of mass media *all types of media outlets can use all types of media* 10 news Remember the examples of corporate ownership - Answer-Pros/Cons Sameness: McDonald's Effect Crowding out compQuality may suffer/or is better New ideas: room and money to pursue them Cooperation: vertically integrated Understand BIG effects thought, including the hypodermic needle or bullet theory (used interchangeably). Who is affected? How did war propaganda influence this thinking? Why are these theories flawed? - Answer-1. Bullet Theory/ Hypodermic Needle Theory: That we are extremely susceptible to control by media These theories are flawed due to the irrational idea that we all are gullible What event in 1938 caused the public to worry even more about "big effects" of media? - AnswerOctober 30, 1938 Orson Wells War of the Worlds Understand SMALL effects / MINIMAL effects thought and how opinion leaders matter (two-step process). Know both steps in the two step process and that multi-step flow is actually even more accurate. - Answer-2-step flow model: we aren't that susceptible to control 1. Message from media 2. Getting more info (from opinion leaders) Multi-step flow - diffusion of innovation (Everett Rogers) 1. Innovations 2. Early major 3. Late major 4. Leggards What is George Gerbner's Mean World theory and how does that relate to cumulative effects and cultivation theory? - Answer-Gerbner's Mean World theory: A media researcher predicted that even though crime rates have dropped, the proliferation of news media regarding crimes as well as shows and documentaries has caused many to believe crime is worse now even when statistics show it to be better. Cultivation Analysis: show how anxieties are formed from excessive TVAlthough we talked a lot about the effects of violence in the media, media affect in other ways, too. Recognize examples we discussed in class. - Answer-Cathartic Effect: media violence is a way to "blow off steam" Catalytic Effect: media violence is causes individuals to act violent