COMM 214 FINAL GUTHRIE COFC EXAM QUESTIONS ANSWERED CORRECTLY LATEST UPDATE 2026

COMM 214 FINAL GUTHRIE COFC EXAM QUESTIONS ANSWERED CORRECTLY LATEST UPDATE 2026 media - Answers •images sounds, info, that reaches us through a medium. Media is mediated by a medium •Mediated is something we do not have access to. mass media - Answers •widespread, mediums that are designed to go from a single space to many spaces at once. Internet broadcast media literacy - Answers •to what degree you can understand these various forms of literacy are shaping the world. Critical engagement, understand competing interest that led to these stories mass communication - Answers •creation and use of some kind of symbol (language, morse code, pictures, etc) that convey meaning to a diverse audience hegemony - Answers •model for understanding how power works in a democratic society. Form of power. Way that the group that has power maintains it. Push pull between power and no power. oral era - Answers ancient times, before writing written era - Answers creation of writing (mediated), but not mass media print era - Answers 15th century (printing press) to early to mid 1800s (400 years) electronic era - Answers begins with telegraph in 1840s. (Radio TV film) Continues until 20th century digital era - Answers begins in mid 1990s with mass availability of computer technology print era- printing press - Answers 15th century, leads to industrial revolution and creates middle class 4 significant changes in print era - Answers 1. Resistance to authority- easier to communicate views 2. New socioeconomic class- middle class 3. Spread of literacy- no longer expensive to get a hold of books 4. Focus on individualism- personal values, get more info and make your own opinions electronic era- telegraph and instant communication - Answers 1840s, creation of instant communication, send messages instantaneous electronic era- radio, film, tv - Answers common mediated culture, everyone hears same stories, soap operas "Imagined Communities" by Benedict Anderson - Answers - the imagined community is the nation- nation with a shared culture- do not actually know people like you think you do from social media digital era- digital communication - Answers •ability to convert images texts and sounds to encode them not electronic symbols digital era- the digital turn - Answers •shift in media use and consumption resulting from the emergence of the internet as a mass medium. Things coming together and being shared immediately to masses. (very fast) digital era- media convergence - Answers boundaries between TV and the internet are gone. Magazines, movies, etc online Stages of Media Evolution - Answers developmental stage, entreprenurial stage, mass medium stage, convergence stage developmental stage - Answers when tech was created entreprenurial stage - Answers when media becomes profitable mass medium stage - Answers everyone is using it, shared experience convergence stage - Answers mends into many things linear model - Answers •neat, more relevant to print 1.Senders transmit messages 2.Gatekeepers filter messages 3.Receivers provide feedback cultural model - Answers •messy, digital era •Hegemonic, negotiated, or oppositional reception •H- reading it the way they want you to •N- parts that you do not like, and you do like •O- opposite of what they want •Lack of sender control •Circumventing of gatekeepers the modern era - Answers •Industrial Revolution - mid-20th Century •Working efficiently •Celebrating the individual •Believing in a rational order •Rejecting tradition and embracing progress the postmodern era - Answers •The Postmodern Era •Mid-20th Century - Current •Celebrating populism- embracing us vs them •Questioning authority •Embracing technology critical process - Answers •Description- do you understand it •Analysis- how often you see it, questions, etc •Interpretation- drawing conclusions Evaluation- judgement •Engagement- speak back Hypodermic Needle - Answers the media takes a message and "injects it." people will just accept and adopt everything they hear. Minimal-Effects (Limited Effects) Model - Answers argues that the media doesn't have much impact on people bc of selective exposure, not equally exposed to all forms of mediaq, we choose which types of media we like. Reinforces beliefs we already had. Selective retention means to just forget something that doesn't agree with what you think. Uses and Gratifications Model - Answers understanding why we choose certain media to satisfy different needs. Why Bridgerton is super popular right now. What is it fulfilling Social Learning Theory - Answers belief that media provides a space where we learn tpo behave in certain ways that society wants us to behave like. 1 attention; witnessing behavior, 2 retention; remember it, 3 motor reproduction; try out the things observed, 4 motivation; rewarded in some way. Agenda Setting - Answers idea that the media (news) doesn't tell you and can't tell you what to believe. Cannot influence what you think, but what you think about. Cultivation Effect - Answers heavy viewing of media will lead individuals to perceive the world in ways consistent of what they see on TV. CSI example Spiral of Silence - Answers the idea that people who believe that their beliefs are in the minority will keep their views in isolation. Silencing people whose views don't conform to the majority Third - Answers Person Effect- idea that people believe other people are strongly affected by media, but that they are not content analysis - Answers where you look at media and measure what is within it in a concrete way. Watch and evaluate. Based in the media, not an experiment. Counting how often things appear, themes, etc. cultural studies research - Answers interested in exploring how people make meaning understand reality, articulate values, and interpret experiences through cultural symbols in media. CS- Textual Analysis - Answers look at themes and messages that you receive from the movie. Ex: These movies have something to say about race CS- Audience Studies - Answers looking at the way that people who are in the audience engage with what is in the work. What do audiences get with this work, how it impacts CS- Political Economy Research - Answers how money and power move through society. 20th Century Transition from Manufacturing-Based to Information-Based Economy - Answers - dominated by manufacturing- most money made is made by making and selling- information based economy: dominate the global economy, not made from manufacturing, making money through transfer of information. Investment, music, streaming Monopoly - Answers one company owns all of the resources in an industry. Oligopoly - Answers just a few firms dominate an industry. Some competition and differentiation, but not much Limited Competition - Answers many producers and many sellers. Only a few products. Buy and sell from many different places, but not much product Antitrust laws - Answers laws that attempt to ensure diversity of ownership between competing businesses Limits of antitrust: Diversification - Answers when media companies own a lot of different product but do not completely dominate an industry. Not subject to laws because they haven't ended competition in any industry Limits of antitrust: Local Monopolies - Answers laws are only towards national monopolies. Example is phone companies. synergy - Answers The promotion and sale of different versions of a medias product across a media conglomerates various subsidiaries. Owning a movie, owning the songs, promoting with actors on channels that they own. Using all levels to promote something Deregulation - Answers big push to push back and take away regulation on big industries Media Income - Answers Consumer commerce: buying, subscribing; advertising sales: targeted ads (M trends) Flexible markets and the decline of labor unions - Answers tend to change quickly to match consumer demand. (M trends) Gig economy: people do not have one stable job with guaranteed hours and benefits. Pick up work as you can (doordash). - Answers (M trends) The wage gap and downsizing - Answers between executives and everyday workers. Wages for workers has not gotten better but it has for executives. Global Audiences - Answers making movies that go globally. Translate internationally easily. Less likely to address cultural concerns. Cultural Imperialism - Answers idea that consumers in countries that are inundated by US media have very little control over what they are making. Local cultures being drowned out by an influx of US media Space brokers - Answers you can buy space in the newspaper; buy a large amount of space in NP and then sell it to other people Ad agencies - Answers make money from clients who they were advertising; charge clients how much it was to put it in the NP Branding - Answers companies do in order to differentiate what they are from their competitors. The thing we sell is better than what they sell Patent medicines - Answers abuses of advertising; false claims; led to self-regulation; led to FDA Department stores - Answers 19th century; large spaces with a wide variety of product; lower price The Better Business Bureau - Answers not a regulator, a watchdog. Non-profit org. that tracks how deceptive or honest a company is in its advertising Federal Trade Commission (FTC) - Answers large gov. agency; monitor for abuses in advertising; content of ads; self-reg. to avoid gov't control Criticisms Emerge - Answers ads work by creating new needs that people didn't know they had. (ad counsel: organize tg to make public service announcements) Subliminal Advertising - Answers idea that you can influence people by including images to where they wouldn't know Market Research - Answers assess consumer behavior and attitudes on a product (B4) Demographics - Answers breaks down people into categories (age, gender, occupation, income, etc.) Psychographics - Answers categorize consumers according to their attitudes, beliefs, interests, and motivations Focus Groups - Answers small group interview (6-12 people) moderator leads discussion about a product Values and Lifestyles (VALS) - Answers divide respondents into personality categories (thinkers, innovators, achievers, strivers, survivors, believers, makers, experiencers) Viral Marketing - Answers hope that people will like it and share it themselves (risk) (let people share it and do the work) Earned Media - Answers (WOM) getting attention because consumers are choosing to spread the word about it Passive earned media: iked something but didn't share it with you (brand names) - Answers Saturation Marketing - Answers paid for; advertisers inundate a variety of media platforms, everyone knows the slogan Spam - Answers unsolicited commercial email- 86% of emails Ad Impressions - Answers success of online ads are measured; knowing how many times an ad has been seen Click Throughs - Answers ads being measured; how often users looking at something before clicking away from it Cookies - Answers code that trakcs user activity on the web- targeted ads Famous - Answers person testimonial- famous people in the ads; association Plain - Answers folks pitch- not relying on famous people, but simple everyday people so others can