MMC2604 UF Exam 1
Traditional Media Model - ANSMessage Producer - Message - Medium - Audience
Communication - ANSthe process of creating symbol systems that convey information and meaning
(language, Morse code, film, and computer codes)
Culture - ANSthe symbols of expression that individuals, groups, and societies use to make sense of daily
life and to articulate their values; a process that delivers the values of a society through products or
other meaning-making forms.
Mass Media - ANSthe cultural industries, the channels of communication, that produce and distribute
songs, novels, news, movies, online computer services, and other cultural products to a large number of
people
Mass Communication - ANSthe process of designing cultural messages and stories and delivering them
to large and diverse audiences through media channels as old and distinctive as the printed book and as
new and converged as the Internet
Digital Communication - ANSimages, texts, and sounds that use pulses of electric current or flashes of
laser light and are converted into electronic signals represented as varied combinations of binary
numbers (1s and 0s); these signals are reassembled as a precise reproduction of a TV picture, a magazine
article, or phone voice
Selective Exposure - ANSthe phenomenon whereby audiences seek messages and meanings that
correspond to their preexisting beliefs and values
Medium - ANSan intervening substance through which something is conveyed or transmitted
Stages of Media Innovations - ANS- Emergence/Novelty stage - inventors try to solve a problem
- Entrepreneurial stage - inventors determine a practical and marketable use for the new device
- Mass Medium stage - figure out how to market it as a consumer product
- Convergence stage - older media are reconfigured in various forms into newer media
, Convergence - ANSthe technological merging of media content across various platforms
Cross Platform - ANSbusiness model that involves a consolidation of various media holdings, such as
cable connection, phone service, television transmission, and Internet cases, under one corporate
umbrella
Media Multitasking - ANSallowing us to do many things at once, maybe on one device, this has led to
growing media consumption
Narrative - ANSthe structure underlying most media products; the common denominator between our
entertainment and information culture; the media's main cultural currency; it includes two components:
Skyscraper Model - ANSCulture viewed as a hierarchy with superior and high culture at the top and
inferior low culture at the bottom.
High Culture - ANSthe top floor, good taste, higher education; ballet, symphony, art museums, and
classic literature
Low Culture - ANSthe bottom floor or house popular, junk; reality, TV, teen pop music, TV wrestling, and
violent video games
5 Concerns about Low Culture - ANS1) An Inability to Appreciate Fine Art
2) A Tendency to Exploit High Culture
3) A Throwaway Ethic
4) A Diminished Audience for High Culture
5) Dulling Our Cultural Tastes
The "Big Mac" Theory - ANSsuggests that people are so addicted to mass-produced media menus they
lose their discriminating taste for finer things, and they ability to see/challenge social inequities
Traditional Media Model - ANSMessage Producer - Message - Medium - Audience
Communication - ANSthe process of creating symbol systems that convey information and meaning
(language, Morse code, film, and computer codes)
Culture - ANSthe symbols of expression that individuals, groups, and societies use to make sense of daily
life and to articulate their values; a process that delivers the values of a society through products or
other meaning-making forms.
Mass Media - ANSthe cultural industries, the channels of communication, that produce and distribute
songs, novels, news, movies, online computer services, and other cultural products to a large number of
people
Mass Communication - ANSthe process of designing cultural messages and stories and delivering them
to large and diverse audiences through media channels as old and distinctive as the printed book and as
new and converged as the Internet
Digital Communication - ANSimages, texts, and sounds that use pulses of electric current or flashes of
laser light and are converted into electronic signals represented as varied combinations of binary
numbers (1s and 0s); these signals are reassembled as a precise reproduction of a TV picture, a magazine
article, or phone voice
Selective Exposure - ANSthe phenomenon whereby audiences seek messages and meanings that
correspond to their preexisting beliefs and values
Medium - ANSan intervening substance through which something is conveyed or transmitted
Stages of Media Innovations - ANS- Emergence/Novelty stage - inventors try to solve a problem
- Entrepreneurial stage - inventors determine a practical and marketable use for the new device
- Mass Medium stage - figure out how to market it as a consumer product
- Convergence stage - older media are reconfigured in various forms into newer media
, Convergence - ANSthe technological merging of media content across various platforms
Cross Platform - ANSbusiness model that involves a consolidation of various media holdings, such as
cable connection, phone service, television transmission, and Internet cases, under one corporate
umbrella
Media Multitasking - ANSallowing us to do many things at once, maybe on one device, this has led to
growing media consumption
Narrative - ANSthe structure underlying most media products; the common denominator between our
entertainment and information culture; the media's main cultural currency; it includes two components:
Skyscraper Model - ANSCulture viewed as a hierarchy with superior and high culture at the top and
inferior low culture at the bottom.
High Culture - ANSthe top floor, good taste, higher education; ballet, symphony, art museums, and
classic literature
Low Culture - ANSthe bottom floor or house popular, junk; reality, TV, teen pop music, TV wrestling, and
violent video games
5 Concerns about Low Culture - ANS1) An Inability to Appreciate Fine Art
2) A Tendency to Exploit High Culture
3) A Throwaway Ethic
4) A Diminished Audience for High Culture
5) Dulling Our Cultural Tastes
The "Big Mac" Theory - ANSsuggests that people are so addicted to mass-produced media menus they
lose their discriminating taste for finer things, and they ability to see/challenge social inequities
