Test 1 Flashcards
(48 cards)
Mass Communication
Teechnology-enabled process by which messages are sent to large, faraway audiences
Mass Media
Strictly speaking, mass media are the vehicles through which messages are disseminated to mass audiences. The term is also used for industries built on mass media.
Social Media
Internet-based communication platforms for the interactive exchange of user-generated content
Media Literacy
competences that enable people to analyze and evaluate media messages and also to create effective messages for mediated delivery.
Demassification
Media’s focus on narrower audience segments
Sub-mass audience
A section of the largest mass audience, with niche interests
Narrowcasting
Seeking niche audiences, as opposed to broadcastingg’s traditional audience building concept
Halftone
Reproduction of an image in which the various tones of gray or color produced by variously sized dots of ink.
Persistence of Vision
Fast-changing still photos create the illusion of movement
Digital
Technology through which media messages are coded into 1s and 0s for delivery transmission and then decoded into their original appearance
Media convergence
Melding of print, electronic and photographic media into digitalized form
Gatekeepers
Media people who influence messages en route
Filter
Receiver factor that impedes communication in various types, informational, physical, psychological
Linotype
Complex machine with typewriter like keyboard to set type into line from molten lead.
Venture Capitalists
investors who take substantial risk, typically in a new or expanding business
Conglomeratttion
Process of companies being brought into common ownership but remaining distinct entities
Cooperative
An organization owned and run jointly by members that share profits or benefits
1789 Postal Act
Provided government discounts for mailing newspapers
Philanthropy
Generous donation for good causes
Underwriting
On-Air acknowledgements of non commercial broadcasting sponsors
Oligopoly
An industry in which a few companies dominate production, distribution
Monopoly
Single company dominates production, distribution in an industry, either nationally or locally.
Chain newspaper
Owned by a company that owns other newspapers elsewhere
Market penetration
Sales per capita
