MCS 005 CERTIFICATION TEST BANK 2026
COMPLETE ANSWERS VERIFIED
⩥ Mass Communication. Answer: The process of creating shared
meaning between the mass media and their audiences.
⩥ Feedback. Answer: The response to a given communication
⩥ Encoding. Answer: Transforming ideas into an understandable
sign/symbol system. A message is first encoded - transferred into an
understandable sign and symbol system
⩥ Decoding. Answer: Interpreting sign/symbol systems. Once
received, the message is decoded - signs and symbols are interpreted
⩥ Technological determinism. Answer: The idea that machines and
their development drive economic and cultural change
⩥ Media Literacy. Answer: The ability to effectively and efficiently
comprehend and utilize mass communication
⩥ Third person effect. Answer: The common attitude that others are
influenced by media messages, but we are not
, ⩥ concentration of media ownership. Answer: Ownership of different
and numerous media companies concentrated in fewer and fewer
hands
⩥ convergence/platform. Answer: The erosion of traditional
distinctions among media
⩥ globalization of media. Answer: ownership of media companies by
multinational corporations.
⩥ audience fragmentation. Answer: audiences for specific media
content becoming smaller and increasingly homogeneous
⩥ synergy/oligopoly. Answer: The use by media conglomerates of as
many channels of delivery as possible for similar content
⩥ Narrow casting/niche marketing. Answer: Aiming broadcast
programming at smaller, more demographically homogeneous
audiences
⩥ taste publics. Answer: Groups of people or audiences bound by
little more than their interest in a given form of media content
⩥ media multi-tasking. Answer: Simultaneously consuming many
different kinds of media
COMPLETE ANSWERS VERIFIED
⩥ Mass Communication. Answer: The process of creating shared
meaning between the mass media and their audiences.
⩥ Feedback. Answer: The response to a given communication
⩥ Encoding. Answer: Transforming ideas into an understandable
sign/symbol system. A message is first encoded - transferred into an
understandable sign and symbol system
⩥ Decoding. Answer: Interpreting sign/symbol systems. Once
received, the message is decoded - signs and symbols are interpreted
⩥ Technological determinism. Answer: The idea that machines and
their development drive economic and cultural change
⩥ Media Literacy. Answer: The ability to effectively and efficiently
comprehend and utilize mass communication
⩥ Third person effect. Answer: The common attitude that others are
influenced by media messages, but we are not
, ⩥ concentration of media ownership. Answer: Ownership of different
and numerous media companies concentrated in fewer and fewer
hands
⩥ convergence/platform. Answer: The erosion of traditional
distinctions among media
⩥ globalization of media. Answer: ownership of media companies by
multinational corporations.
⩥ audience fragmentation. Answer: audiences for specific media
content becoming smaller and increasingly homogeneous
⩥ synergy/oligopoly. Answer: The use by media conglomerates of as
many channels of delivery as possible for similar content
⩥ Narrow casting/niche marketing. Answer: Aiming broadcast
programming at smaller, more demographically homogeneous
audiences
⩥ taste publics. Answer: Groups of people or audiences bound by
little more than their interest in a given form of media content
⩥ media multi-tasking. Answer: Simultaneously consuming many
different kinds of media
