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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...