MACS 101 Questions And Answers With
Verified Solutions 100% Correct Latest
Update.
Encoding - ANSWER The act of producing a message through media with an
intended meaning
Decoding - ANSWER The act of interpreting the meaning from a media message,
which can be different than the producer's intended meaning
Dominant/preferred reading - ANSWER Reading of a media text that occurs when
the audience, individual or aggregate, decodes or interprets the media content the way it
was intended
Negotiated/resistant reading - ANSWER Readings which decode the dominant
reading, but question some of its elements or messages
Oppositional reading - ANSWER Reading that occurs when the audience member is
at odds with the system that produced the media content, understanding the text to be a
counterproductive message
Media effects - ANSWER The social scientific pursuit of cognitive and psychological
influences and outcomes from media exposure
Effect (noun) - ANSWER The outcome generated by media messages in people,
social groups, or even a culture
Cause/causal (adjective) - ANSWER When there is a direct relation between the
media message and the outcome or effect as a result of that message
Correlation - ANSWER The process of establishing a relationship or connection
between two or more measures/variables
Alternative media - ANSWER Alternative media is an umbrella term that covers
media that deviate from the mainstream in significant ways, including activist, participatory,
and community media
Activist media - ANSWER Media created and distributed by activists for the
purpose of dissemination and persuasion
Participatory media - ANSWER Media motivated by political development in which
communities of users play an active role in the production and distribution of media content
Community media - ANSWER Media motivated by questions of access produced by
members of a community, for other members of the community
Verified Solutions 100% Correct Latest
Update.
Encoding - ANSWER The act of producing a message through media with an
intended meaning
Decoding - ANSWER The act of interpreting the meaning from a media message,
which can be different than the producer's intended meaning
Dominant/preferred reading - ANSWER Reading of a media text that occurs when
the audience, individual or aggregate, decodes or interprets the media content the way it
was intended
Negotiated/resistant reading - ANSWER Readings which decode the dominant
reading, but question some of its elements or messages
Oppositional reading - ANSWER Reading that occurs when the audience member is
at odds with the system that produced the media content, understanding the text to be a
counterproductive message
Media effects - ANSWER The social scientific pursuit of cognitive and psychological
influences and outcomes from media exposure
Effect (noun) - ANSWER The outcome generated by media messages in people,
social groups, or even a culture
Cause/causal (adjective) - ANSWER When there is a direct relation between the
media message and the outcome or effect as a result of that message
Correlation - ANSWER The process of establishing a relationship or connection
between two or more measures/variables
Alternative media - ANSWER Alternative media is an umbrella term that covers
media that deviate from the mainstream in significant ways, including activist, participatory,
and community media
Activist media - ANSWER Media created and distributed by activists for the
purpose of dissemination and persuasion
Participatory media - ANSWER Media motivated by political development in which
communities of users play an active role in the production and distribution of media content
Community media - ANSWER Media motivated by questions of access produced by
members of a community, for other members of the community
