Deck 1: You in the New Information Age

Question 1

Discuss the differences between one-way and two-way communication, and explain why two-way communication is important for the new communications network.

Answer 1

The differences between the one-way and two-way communications are given below:
One way communication is where a channel carries a message from the sender to the receiver and delivers it. Receiver returns neither feedback nor any message to the sender.
Two-way communication is where a channel carries a message from the sender to the receiver and delivers it. The receiver again sends a message i.e. the feedback, which the channel returns to the sender. It is interactive in nature.
Two-way communication is important for the new communications network due to the following reasons:
• Two-way communication helps the media industry to understand the customer's tastes and preferences and trend in the market in a better way.
• It helps the media industry to gather the information about the public's need.
• Media industry educates and personalizes the consumers' online experience by indicating with them.
• It helps to increase the quality of the output for the new communications network by developing a connection between the sender and the receiver.
New communications network combines different elements to provide better service and to distinct themselves from the competitors. The biggest advantage that two-way communication gains over one way communication is the advantage of interactivity. Therefore, cable companies, satellite services, telephone and cellular companies deliver services on the new communication network.

Question 2

Give three examples of how consumers pay both directly and indirectly for mass media in America.

Answer 2

The three examples wherein the American consumers pay directly to the mass media are as follows:
• Payment of money is made directly by the consumer for purchasing a newspaper.
• Buying the tickets through credit cards and debit cards
• Buying the books through online.
In the indirect payment, the advertisers pay for the advertisements according to the quantity of audience that a particular medium attracts.
The three examples for the indirect payment are as follows:
• Radio station listeners.
• Spectators of an advertisement on TV.
• Readers of a magazine.

Question 3

Identify the three communications revolutions and discuss how each one drastically changed the world's mass media.

Answer 3

The three major evaluations that drastically changed the world's mass media are as follows:
• Print and paper revolution
• Electronic revolution
• Digital Revolution
Print and paper revolution:
The revolution in the p-business has happened in the 15 th and 16 th century. Invention of gun powder and press and technology helped to manufacture the paper inexpensively.
Print and paper revolution has changed the world's mass media in the following ways:
• It proved to be the most efficient way of conveying the messages to the large audience.
• The advertisements are first made in papers and distributed across the city or nation in those periods.
• Print and paper industry has contributed major income to the mass industry in 18 th and 19 th century.
• People started to use this medium for communication.
Electronic revolution:
The invention of radio, television, and telegraph has made the information to spread at the speed of light.
• One of major revolution that took the mass media to the next level was the invention of radio and television.
• Transmitting the sound, pictures, or text over distances has attracted more and more customers.
• The sellers and marketers rushed to advertise through this medium. It has saved cost and time for the advertisers.
Digital revolution:
The invention of computer, e-mail, internet, social networks expanded the business of the mass media industry.
• Text messages, e-mails, and digital marketing have allowed the marketers to advertise the information with creativeness in it.
• Information can be passed to large audience within few minutes.
• The mass media with the help of the technology could convey messages to the people across the globe in an effective way. Thus, it has removed the cultural and language barriers.

Question 4

Summarize the advantages and disadvantages of the concentration of ownership in today's mass media business.

Question 5

In traditional media, advertising aimed at consumers pays for delivery of entertainment and information. How has digital delivery changed the way people pay for mass media?