Study Guide Exam 1

For our first test on Thursday, Sept. 11:

Chapter 1
Types of communication
Traditional mass media model / Internet mass media model
Traditional media vs. the Internet
Noise.. semantic, environmental, mechanical
Know the communications process chart
Gatekeepers

Chapter 2
Convergence
Functional approach to mass media: the five Macro approaches (surveillance, interpretation, linkage, transfer of values, entertainment)
Uses and gratifications approach (what it is, what the book says it assumes, it's four categories- cognition, diversion, social utility, withdrawl)
Dysfunctions of the mass media
Myths and Rituals
Status conferral, credibility

Chapter 3
Chronological order of mass media
Names associated with the inventions of mass media listed
The social impact of different types of mass media (TV, radio, Internet, etc.)
"Atoms vs Bits"

From lecture (if you missed, you might have to go online to look these up)
Know what the digital divide is
Demassification
Digitization
The Long Tail

Finally, I'm going to give you TWO of these four questions and you will pick one to write an essay:

(1) What is demassification and "The Long Tail"? Why are online retailers suited for "The Long Tail?" Why do advertisers like demassification?

(2) At the individual or "micro" level, the book talks about the uses and gratifications theory. Please explain the theory with examples of which gratifications are fulfilled.

(3) With several examples for each, please describe the social impact of 1) writing 2) printing 3) telegraph 4) Internet 5) Radio.

(4) The compare and contrast three eras of the critical/cultural media perspectives from Chapter 2 and what they say about the relationship between the mass media and control of power: The Frankfurt School model, the British model, and the 1970s Feminist movement.