Appendix 2 Essay Quiz

Appendix 2 Essay Quiz

Question

1. Explain the difference between mass communication and mediated communication

• Mediated communication occurs when there is some technology that is used to deliver messages between sources and receivers. • Mass communication refers to mediated communication on a very broad scale.

Question

2. Explain the principle of exponentiality in the media industry.

• The principle of exponentiality states that relatively few items bring most of the income, while the rest add only a little. Across the media industries, about 80 to 90 percent of mass media revenue comes from only 10 to 20 percent of the products made.

Question

3. Describe three theories regarding the media’s influence on audience attitudes and behavior.

• Social cognitive theory states that we learn behavior by watching the behaviors of those whom we have identified as models. • Cultivation theory states that a steady, long-term diet of heavy television viewing results in perceptions of reality that match the (distorted) view of reality presented on television. • Agenda setting is the idea that extensive media coverage of a particular issue will “set the agenda” for what issues people are thinking and talking about.

Question

4. What are the barriers to participation in media convergence?

• The digital divide between the haves and have-nots in terms of regular access • Lack of confidence • Ineffective participation due to information overload • Inability to evaluate the quality of information in converging media • Failure to think critically about the information found on the Internet

Question

5. Describe the ways in which audiences can be more mindful media consumers.

• Become media literate. • Monitor our own media use. • Be aware of media effects. • Understand the biases and goals of media sources. • Understand media grammar. • Critically evaluate media messages.