Cci 150 Final Study Guide -Ut Knox

Communication Studies 150 Final Exam Study Guide Chapter 3 • Media- Plural, it influences our lives • Medium- singular, television is a medium we use often • “Media ARE pervasive o Imagine life without media, we use it daily o We know what we know because we see it, hear it o We witness life-changing events, we expect to o Keeps us informed about all things important • Media can be information and entertainment or a combination of both infotainment • Primary Mass Media types o Print- binding, regularity, content, timeliness  Ex. Books, magazines, newspapers o Electronic- 20th century development, and can reach you where you are  Ex. Radio, television, the internet o Chemical- runs through a chemical soup, moving to digital (electronic form) slowly  Ex. Primarily film, the movies • Average adult spends 25% of day consuming mass media content • Watch on average 4.5 hours with the TV on 7.5 hours a day • Media makes money 5 ways: o Advertising- biggie, makes the most money for media, “pays the bills”  When a medium sells advertising, it is really selling YOU o Subscription/circulation revenue- what the audience pays, defray costs but do not pay the bills  Ex. Subscription and news stand sales, cable and satellite fees o Audience donations- media offer special content that the audience is willing to pay for  Ex. PBS- Sesame Street, Mr. Rogers, NPR- National Public Radio and local stations o Private Support- don’t worry about money if you have private support, often sponsored by big corporations since they can’t accept advertisements  Ex. Christian Science Monitor (newspaper) owned by Christian Science Church, WUTK is sponsored o Government Advertising- government paying to advertise • Demassification- Moving away from the old “mass” media and towards fragmented audiences o Gives audiences and advertisers more choices • Targeted Media- goes with the trend, giving something for everyone by matching an advertiser with an audience • Economic Imperative- media must...