COM 417 Exam 1
Terms
undefined, object
copy deck
- What percent of teenage girls say that shopping is their favorite activity?
- 93%
- What is a key question one must ask if they want to be media literate?
- Does the nature of the medium by which we come to understand the world influence what we come to understand & know?
- According to Potter, what is media literacy fundamentally about?
- taking control
- According to the author of your textbook, how do we cope with our information-saturated culture?
-
We run on "auto-pilot"
- According to Potter why might Americans go shopping more often than they to go houses or worship and/or why are their more shopping centers than high schools?
- Advertising has encouraged us to shop even when it would be in our best interest to do other things
- What does Everette Davis compare media illiteracy to?
- "poisonous to the human spirit as contaminated water and food is to our physical well-being"
- information
- piecemeal and transitory
- knowledge
- structured, organized, and of more enduring significance; resides in the mind, has already been interpreted
- What is media literacy?
- a set of perspectives that we actively use to expose ourselves to the mass media to interpret the meaning of the messages we encounter
- Two primary characteristics of media literacy
-
multidimensional concept
a continuum, not a category - domains of media literacy
- cognitive, emotional, aesthetic, moral
- What does the moral dimension of media literacy refer to?
- contains information about values, this type of information provides us with the basis for making judgments about right and wrong
- According to Potter, what is the primary goal of the mass media?
- to rent audiences out to advertisers
- According to Potter, what Is the primary goal of the media programmer?
- to construct particular kinds of messages to appeal to particular kinds of people; in the business of constructing niche audiences
- What are the major types of audience segmentation?
- geographic, demographic, social class
- What type of segmentation is the VALS typology?
- psychographic
- In their book, The Attention Economy: Understanding the new currency of business what do Davenport and Beck suggest is the most valuable currency in an information economy?
- attention
- In households with cable/satellite broadcasting what is the average viewers channel repertoire?
- about 5-8 channels
- Why do media companies think of audiences more in terms of messages what would attract rather than as groups of people limited to one media vehicle?
- not everyone has the same needs and interests so the media can identify a range of different types of people as defined by those different needs
- What is on reason why television programming is s repetitive and redundant?
- so that we do not change our habits