MEDIA COMMUNICATION EXAM 1 STUDY GUIDE QUESTIONS
AND ANSWERS
Mass Communication - CORRECT ANSWER✅✅The process of designing cultural messages and stories
and delivering them to large and diverse audiences through media channels as old and distinctive as the
printed book and as new and converged as the internet.
Convergence - CORRECT ANSWER✅✅A term that media critics and analysts use when describing all the
changes that have occurred over the past decade and are still occurring in media content and within
media industries.
Critical and Cultural Approach - CORRECT ANSWER✅✅In this course we are taking a critical and cultural
approach to media by becoming aware of media in our lives and the lives of other people and how it
effects us.
Media Literacy and Steps in Model - CORRECT ANSWER✅✅The ability to access, analyze, evaluate, and
create media, as well as understand the effects of media. This is an ongoing process and is considered to
occur on a continuum. There is various degrees of media literacy and we have to continue to practice
and develop the skills below.
Access-->Analyze-->Evaluate-->Create-->Reflect-->Act
SMCR Model - CORRECT ANSWER✅✅According to this model, senders (authors, producers, and
organizations) transmitted messages (programs, texts, images, sounds, and ads) through a mass media
channel (newspapers, books, magazines, radio, television, or the Internet) to large groups of receivers
(readers, viewers, and consumers).
Telecommunications Act of 1996 - CORRECT ANSWER✅✅The sweeping update of television
communications law that led to a wave of media conglomeration.
Gatekeepers - CORRECT ANSWER✅✅Functioned as message filters and made decisions about what
messages actually got produced for particular receivers. Received feedback from citizens and
consumers.
, McLuhan and the Fish/Water Analogy - CORRECT ANSWER✅✅"We are not sure who discovered water,
but we are pretty sure it wasn't the fish." This means when something is in the environment all the time
like media for us today, you stop paying attention to it. When you stop paying attention to it, this is
when it is most powerful because you learn not to question it. In the modern world, media becomes like
the air we breathe. Media is to humans as water is to fish.
Elements of Media Literacy - CORRECT ANSWER✅✅1. Critical thinking leads to independent
judgements
2. Understanding the process of mass communication
3. Awareness of the effects of media
4. Strategies for analyzing and discussing media
5. Understanding media as culture
6. Ability to enjoy, understand, and appreciate media
Critical Studies - CORRECT ANSWER✅✅In media research, the approaches that try to understand how
media and culture are tied to the actual patterns of communication used in daily life; these studies focus
on how people make meanings, apprehend reality, and order experience through the use of stories and
symbols.
Culture - CORRECT ANSWER✅✅The symbols of expression that individuals, groups, and societies use to
make sense of daily life and to articulate their values, a process that delivers the values of a society
through products or other meaning-making forms.
Direct Payment - CORRECT ANSWER✅✅Way for media company to make money. First, they generate
revenue when consumers buy a book, song, game, movie, newspaper, magazine, or subscription—
whether directly through them or through a retailer. This monetary transaction used to rely on brick-
and-mortar stores or the mail, and we used to be able to hold a media product—like a magazine or a
music CD—in our hands. Now we buy much of our media online, often through the devices of media
companies themselves (such as a Kindle), and most of our media purchases are digital.
Conglomeration - CORRECT ANSWER✅✅The process of forming a "mega" company that owns a
number of companies in different industries.
AND ANSWERS
Mass Communication - CORRECT ANSWER✅✅The process of designing cultural messages and stories
and delivering them to large and diverse audiences through media channels as old and distinctive as the
printed book and as new and converged as the internet.
Convergence - CORRECT ANSWER✅✅A term that media critics and analysts use when describing all the
changes that have occurred over the past decade and are still occurring in media content and within
media industries.
Critical and Cultural Approach - CORRECT ANSWER✅✅In this course we are taking a critical and cultural
approach to media by becoming aware of media in our lives and the lives of other people and how it
effects us.
Media Literacy and Steps in Model - CORRECT ANSWER✅✅The ability to access, analyze, evaluate, and
create media, as well as understand the effects of media. This is an ongoing process and is considered to
occur on a continuum. There is various degrees of media literacy and we have to continue to practice
and develop the skills below.
Access-->Analyze-->Evaluate-->Create-->Reflect-->Act
SMCR Model - CORRECT ANSWER✅✅According to this model, senders (authors, producers, and
organizations) transmitted messages (programs, texts, images, sounds, and ads) through a mass media
channel (newspapers, books, magazines, radio, television, or the Internet) to large groups of receivers
(readers, viewers, and consumers).
Telecommunications Act of 1996 - CORRECT ANSWER✅✅The sweeping update of television
communications law that led to a wave of media conglomeration.
Gatekeepers - CORRECT ANSWER✅✅Functioned as message filters and made decisions about what
messages actually got produced for particular receivers. Received feedback from citizens and
consumers.
, McLuhan and the Fish/Water Analogy - CORRECT ANSWER✅✅"We are not sure who discovered water,
but we are pretty sure it wasn't the fish." This means when something is in the environment all the time
like media for us today, you stop paying attention to it. When you stop paying attention to it, this is
when it is most powerful because you learn not to question it. In the modern world, media becomes like
the air we breathe. Media is to humans as water is to fish.
Elements of Media Literacy - CORRECT ANSWER✅✅1. Critical thinking leads to independent
judgements
2. Understanding the process of mass communication
3. Awareness of the effects of media
4. Strategies for analyzing and discussing media
5. Understanding media as culture
6. Ability to enjoy, understand, and appreciate media
Critical Studies - CORRECT ANSWER✅✅In media research, the approaches that try to understand how
media and culture are tied to the actual patterns of communication used in daily life; these studies focus
on how people make meanings, apprehend reality, and order experience through the use of stories and
symbols.
Culture - CORRECT ANSWER✅✅The symbols of expression that individuals, groups, and societies use to
make sense of daily life and to articulate their values, a process that delivers the values of a society
through products or other meaning-making forms.
Direct Payment - CORRECT ANSWER✅✅Way for media company to make money. First, they generate
revenue when consumers buy a book, song, game, movie, newspaper, magazine, or subscription—
whether directly through them or through a retailer. This monetary transaction used to rely on brick-
and-mortar stores or the mail, and we used to be able to hold a media product—like a magazine or a
music CD—in our hands. Now we buy much of our media online, often through the devices of media
companies themselves (such as a Kindle), and most of our media purchases are digital.
Conglomeration - CORRECT ANSWER✅✅The process of forming a "mega" company that owns a
number of companies in different industries.
