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Flashcards in Final Deck (107)
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What was the TV quiz show scandal?

(1950's) Questions and answers were being rigged by advertisers and producers to increase drama and capture audience attention.


What did the quiz show scandal do to the TV audience?

The mystique of the TV as a potentially pure and trustworthy medium was blemished.


Main points of Newton Minnow's Speech "Vast Wasteland"

(1961) The main points were about poor programming containing senseless violence, mindless comedy, and offensive advertising.


TV ad sponsorship changed from early TV to today

To keep revenues up, major networks have syndicated their programming, sought out independent producers to fund programming, and focused on product placement to keep the dollars up. Product placement is an extension of the early TV single corporate sponsor control but in this case, it involves a cross marketing of products among TV and other media's.


Order of TV's evolution by period

Novelty/Development stage
Entrepreneurial Stage
Mass Medium Stage


Novelty/Development Stage

When pioneers tried to make TV work through the airwaves


Entrepreneurial Stage

When innovators tried to find a marketable use for TV


Mass Medium Stage

When businesses tried to figure out how to market the device as a consumer product


What does being media literate require?

Taking action to help shape cultural environment


How does one become media literate?

Through criticism is a critical, not cynical approach. Involves analysis and interpretation of facts.


How does High and Low Culture relate to the Skyscraper and culture as a map metaphor?

Most societies arrange culture in hierarchical categories.


Culture as a Skyscraper

Throughout the 20th century, we tended to organize culture in the hierarchical terms of high, middle and low categories instead of thinking of culture as a social process


Culture as a Map

Culture can be better interpreted as a map, with both recognizable and unfamiliar forms. It is a metaphor that challenges the 'Culture is a hierarchy' metaphor. One on hand, culture forms may be innovative, unfamiliar, destabilizing and challenging. People have complex cultural tastes, needs and interests. Cultural forms do and perhaps should contain a variety of messages, ' all over the map' -- not just vertical as in hierarchy.


The steps of the critical process

Describe, analyze, interpret, evaluate, and engage.


What does Describe entail?

Who, what, when where


What does Analyze entail?

(How) Seek out patterns


What does Interpretation entail?

(So what) Make sense of patterns


What does Evaluation entail?

(Why) Make an informed judgment


What does Engagement entail?

Taking action


Define media convergence

The tendency for different technological systems to evolve toward performing similar tasks


What can convergence refer to and what happens to these areas?

- Convergence can refer to the previously separate communication technologies such as
- Voice (phones)
- Data (productivity apps)
- Video (capture record, distribute)
- These areas of communication and media now share resources and interact with each other synergistically


Convergence and Audience

- Combined resources can increase the quality and quantity of a media product
- Results in increased customer satisfaction
- Leads to a large audience
- Increased convenience
- Increased breadth of information
- Better experience for the audience
- Audience ma choose which media platform to access for content


Convergence and Visibility

- Cross-promotion
- Extra Content
- Logos and advertising increase exposure
- Increased exposure of other media within an organization or media outlet


Convergence and the Future

- Tech is the driving force
- Computers and devices decrease in size while simultaneously increasing in speed and capability
- Faster and larger converged websites as goto hot spots for all media, bypassing older and outdated forms of delivery such as TV


Media Ownership (Conglomeration)

- Corporate behemoths that control most of what we watch, hear and read everyday
- They own TV networks, cable channels, movie studios...etc.


In 1983 90% of American media was owned by ________ companies



In 2011 90% of media was owned by ________ companies



What companies comprise the big 6?

- NBC UniversalComcast
- Disney
- 21st Century Fox/New Corp/Rupert Murdoch
- Time Warner
- CBS Corporation
- Viacom


Effects of Media Ownership (Conglomeration)

- Many people do not care but should
- People are deeply influenced by the messages that are constantly being pounded into our heads by the mainstream media
- Many Americans have become addicted to news and entertainment and the ownership of all the news ad entertainment that we crave is being concentrated in fewer and fewer hands each year


What are the three conventional persuasive strategies used in creating advertising content?

Famous person testimonial, Association, and Myth Building