Exam 2: Convergence and the Reshaping of Mass Communication

Where NBC executive Bob Wright warns,"You can't fight technology," Advertising Age's Scott Donaton cautions,"A cell phone isn't a TV." What is the concern behind each comment? Is one more correct than the other? With whom would you side in a debate,and why?

Differentiate between concentration of media ownership and conglomeration.

The concentration of control of the media industries into ever-smaller numbers of companies is

Audiences consuming content at a time predetermined by the producer and distributor is known as

Groups of people,or audiences,bound by little more than an interest in a given form of media content are

What is audience fragmentation?

The fraction of selection theory was developed by

Audiences for specific media content becoming smaller and more defined is known as

Do you find product placement and branded content as troublesome as do its critics? Why or why not? Are you sympathetic to those writers who want to be paid extra for inserting "commercials" into their scripts? Why or why not?

The owndership of 90% of the media in the U.S.by only six companies is known as

Despite what is happening to the other traditional forms of mass media,radio listenership,especially among young people,continues to grow.

The ability to access any content,anytime,anywhere describes

The ownership of several major U.S.media corporations by foreign companies is an example of

What is a platform?

Differentiate between notions of content producers,audiences,messages,and feedback in the traditional view of the mass communication process and the more contemporary understandings of these elements of the process.

What is globalization?

When a media company has content that it can use across a number of its different holdings,this is

The general decline in revenues for the traditional media can be traced to overall declines in media consumption.

What are economies of scale and oligopoly? How are they related?

What are the five major trends currently reshaping the mass communication process? How does each promise to do so?