Deck 3: The Economics of the Media Industry

Question 1

Traditional national news organizations ______.

A) have not changed how they reach consumers
B) have begun publishing news in a way that caters to the expectations of social media users
C) use clickbait
D) changed how they approach news specifically, so a younger generation will be up to date and educated

Answer 1

A

Question 2

Modern media companies do not provide ______.

A) the media that we watch, read, and listen to
B) the services that display and help us find content
C) the products that we consume media through
D) the conduits by which we access media content

Answer 2

C

Question 3

When a media company purchases other similar media companies, said company is ______.

A) integrating vertically
B) expanding
C) conglomerating
D) integrating horizontally

Answer 3

D

Question 4

A telephone line providing DSL Internet access is an example of a ______ from a modern media company.

A) product
B) service
C) pipe
D) connection

Question 5

Content such as sensational headlines and top-10 lists are considered ______, which result from media producers creating content that attracts the attention of social media users.

A) clickbait
B) quick content
C) easy reading
D) scam articles

Question 6

Roughly 45% of adults in the United States get their news from ______.

A) YouTube
B) the Huffington Post
C) Facebook
D) newspapers

Question 7

Facebook, Twitter, and YouTube are not considered traditional media companies because ______.

A) are too ahead of other media companies they
B) do not hire media producers, therefore they do not produce media content
C) often provide misleading information to consumers
D) are not concentrated

Question 8

Steve owns a book publishing company and he has recently purchased a paper mill. This is an example of his company ______.

A) integrating horizontally
B) conglomerating
C) integrating vertically
D) expanding

Question 9

Warner Music Group owning Fueled by Ramen, Warner Bros. Records, and Atlantic Records is an example of ______.

A) music domination
B) horizontal integration
C) vertical integration
D) instrumental integration

Question 10

______ and ______ are the leading U.S. mobile network companies.

A) Comcast; AT&T
B) T-Mobile; Verizon
C) T-Mobile; AT&T
D) Verizon; AT&T

Question 11

Facebook and Google display content that ______.

A) is created by the companies themselves
B) is created by their users
C) deliberately attract more users
D) is paid for by users

Question 12

The media companies that we are familiar with are ______.

A) most often individually controlled companies
B) all part of one very large company
C) mostly owned by a few very large companies
D) owned and controlled by the users

Question 13

The films that we watch on Netflix are ______ from media companies.

A) platforms
B) provisions
C) products
D) components

Question 14

Disney owning Lucas Films, 20th Century Fox, Marvel, Pixar, and ESPN is an example of ______.

A) horizontal integration
B) a monopoly
C) vertical integration
D) cross-media integration

Question 15

Formerly known as Clear Channel Communications, ______ is the leading radio company in the United States.

A) CCD
B) RadioShack
C) iHeartMedia
D) Media Connections

Question 16

The "Big Three" music companies that own most of the smaller labels are ______.

A) Worldwide Music, US Records, and Columbia Music Group
B) Sony Music, Warner Music Group, and Universal Music Group
C) LLRP Records, Western Record Group, and Capitol Music
D) Greenfield Recordings, Bushfire Music Group, and Independent Music Group

Question 17

When an individual scrolls through Hulu to find the film that they want to watch, they are using ______.

A) a product
B) a platform
C) the industry
D) the brand

Question 18

If an individual wanted to invest into the "pipes" of the media companies, they would put their money into ______.

A) Verizon
B) Google
C) Facebook
D) Spotify

Question 19

Netflix, Hulu, and Amazon are all ______ which have dramatically changed the way users view television.

A) programming
B) television corporations
C) products
D) streaming services

Question 20

Online advertisement has now overtaken ______ as the world's largest advertising medium.

A) billboards
B) television
C) radio
D) magazine

Question 21

Most of the media companies we are familiar with are owned by a few much larger companies. Example: Verizon owning Yahoo!

Question 22

While the Internet provides opportunity for alternative media outlets, they often are not successful because ______.

A) users are too focused on mainstream media to pay attention to alternative sources
B) there isn't enough budget to continuously pay staff to produce substantial content
C) they do not have enough advertisement investors to create any revenue
D) the stories that they produce are not interesting to consumers

Question 23

Bagdikian's hypothesis that absence of competition in the media industry will likely lead to ______ is plausible.

A) more freedom for producers
B) homogenous media products
C) increased consumption
D) more diverse companies

Question 24

Local newspapers that get their advertisement support from primarily local businesses ______.

A) do not allow their reporters much freedom to write stories that are not light and industry pleasing
B) have the freedom to write whatever they want, as their supporters are their neighbors
C) make the most profit
D) have the highest success rates

Question 25

Network news programs, still expected to make a profit in despite having most of their advertisers move to the Internet and the fierce competition from cable news channels, have started ______ to attract consumers.

A) broadcasting more
B) advertising their own news programs in the Internet
C) incorporating entertainment, human interest, and celebrities
D) more airy stories

Question 26

Advertisers are the dominant source of revenue for ______.

A) print news
B) broadcast news
C) online news
D) all of these

Question 27

The "pipes" component of modern media companies is often overlooked but is a vital aspect.

Question 28

Peterson and Berger's analysis of the postwar music industry, they argue that high market concentration leads to homogeneity, while a competitive market leads to ______.

A) dissimilarity
B) diversity
C) lack of content
D) ownership

Question 29

When networks have hit television series, they often will ______.

A) change the concepts to not bore audiences
B) sell the series to a bigger company for a huge price
C) create copies and spin-offs
D) none of these

Question 30

Modern media companies provide three services to consumers that do not associate with one another.

Question 31

Companies that provide us with the metaphorical pipes that transfer our media experiences do not have any power over media producers and media consumers.

Question 32

From the few amount of shows that make it onto a television network, only a handful of them get renewed and get to continue. The reason for this is ______.

A) they are too elaborate for the network to justify production
B) the story lines set up in the first season of the series isn't complex enough to justify a renewal
C) that not many of the shows that get scheduled gather enough audience for the company to make enough money through advertisement to generate a profit
D) the network made the money they needed to during the first season of the series

Question 33

Platforms like Facebook and Google provide advertisers with viewers, which prompts viewers to become consumers of said products.

Question 34

News outlets increase their profit margin in today's modern media world by cutting costs, often ______.

A) decreasing the number of journalists they have on staff
B) focusing on preplanned events instead of random events
C) cutting back on long-term investigative reporting
D) all of these

Question 35

In the early 19th century, the more mainstream British press started gaining profit from utilizing advertisement, but the more radical British press did not receive support from advertisers, which is believed to be the reason ______.

A) the British radical press declined
B) the British radical press increased
C) audiences became more interested in radical papers
D) the working class stopped newspapers with advertisements

Question 36

Silvio Berlusconi, elected prime minister of Italy 3 times, achieved his position by ______.

A) owning television and radio outlets and utilizing his position to change the media in his favor
B) allowing the media to portray him however they chose
C) demanding the citizens elect him
D) being an outstanding individual

Question 37

Networks have been leaning toward producing less expensive programs that do not have huge budgets or expensive actors because of ______ and ______.

A) declining audiences; decline in advertising revenue
B) more demand for low-budget programs; easier access to studios
C) the cult following that low-budget programs tend to draw; they can produce more shows
D) declining advertisement revenue; less stockholders

Question 38

Which of the following is an example of control of the media having an impact on what content media users consumed?

A) a prime minister altering freedom of the press to only being partially free
B) a supporter of a political party donating large sums of money to the purchase of a magazine company
C) lack of portrayal of LBGTQ in prime-time television
D) all of these

Question 39

When advertises write their products into the story line of a film, television series, or video game for characters to naturally utilize as a more subtle way of guaranteeing reaching audiences, they are practicing ______.

A) clever advertisement
B) media advertisement
C) product placement
D) placement strategy

Question 40

The degree to which there is diversity in media content readily available to audiences, such as presence of different voices, different political views, and a variety of cultures is called ______.

A) content availability
B) media presence
C) accessibility
D) media pluralism

Question 41

The cost to produce quality television programs has decreased due to less advertisement revenue.

Question 42

Google and Facebook do not have significant impact on the advertisement industry.

Question 43

Original series created by streaming services have an advantage to being renewed for another season because they cannot monitor viewers since the audience does not all watch at the same time.

Question 44

It is uncommon that people in power will abuse their power of media outlets to achieve what they want.

Question 45

Being considered "shareworthy" is now a goal for most all media producers, including journalism.

Question 46

The impact of economic forces on media production and distribution is incredibly significant and should not be ignored.

Question 47

While we as consumers seemingly have access to endless media outlets, the companies that run these outlets are often consolidating companies to ensure profit.

Question 48

Majority of music revenue in 2017 came from sale of physical products like CD's and vinyl.

Question 49

In the current media economy, the different pipes and platforms through which people access content is just as important as the content they are consuming.

Question 50

News outlets tend to lean toward more airy stories and less controversial topics to ensure the most viewers so that advertisers will support their program, which has changed the meaning of news for both producers and consumers.

Question 51

A company simply growing larger is a guarantee for success.

Question 52

Concentrated corporate media ownership is more than just excluding certain ideas, it also successfully has moved out of being viewed as a corporate voice but is often viewed as "our" view or the American view.

Question 53

The older giant media companies have begun using consolidation of companies owned as a business strategy.

Question 54

Facebook and Google heavily invest in Internet infrastructure such as undersea cables and high atmosphere balloons.

Question 55

Advertisers view product placement and brand integration as smart investments as they are hard for audiences to avoid.