Understanding the Role and Impact of Mass Media: A Comprehensive Analysis, Exams of Communication

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UCLA COMM 10 FINAL EXAM ACTUAL EXAM QUESTIONS AND CORRECT ANSWERS (ALREADY GRADED A+) | LATEST VERSION (JUST RELEASED) What is the Tyranny of the Majority? ------CORRECT ANSWER--------------regardless of what the majority says, you can still believe what you want Whose ideas underlie the freedom of speech (philosophical basis)? ------CORRECT ANSWER--------------John Milton Thomas Jefferson John Stewart Mill What is the John Milton's idea about freedom of speech? ------CORRECT ANSWER----- ---------gave us the idea of marketplace of ideas - if you have an unregulated speech, you will go to the top - the best test of truth is the power of thought to get accepted in the competition of market ideas should battle it out in an open marketplace because truth will come out victorious - government shouldn't restrict speech What is Thomas Jefferson's idea about freedom of speech? ------CORRECT ANSWER-- ------------rights cannot be taken away from you - if people were allowed to say/print whatever they want, they could make the best decisions What are John Stewart Mill's 3 ideas about freedom of speech? ------CORRECT ANSWER--------------1) if opinion is silenced, the truth may be silenced as well 2) even a wrong opinion may contain an element of truth that is necessary to discover the full truth (with some minimal regulation) 3) even if commonly accepted opinion is the whole truth, people will not hold it as rational belief, but as prejudice if it is not yet defended - believing it just because you were told What is Classical Libertarianism? ------CORRECT ANSWER--------------the government cannot prevent you from saying anything or force you to say anything - the preferred remedy for harm speech is MORE speech What is the Watch Dog Function? ------CORRECT ANSWER--------------telling people what the government is doing wrong - telling the government's mistakes Who are Absolutists? ------CORRECT ANSWER--------------people who interpret the First Amendment literally ex: an entertainment in Milwaukee, Wisconsin defecated and threw his feces to the audience and said he was expressing himself What is Consensus? ------CORRECT ANSWER--------------no restrictions are allowed simply because the majority believes you shouldn't say that What is Freedom for the Thought We Hate? ------CORRECT ANSWER--------------will you allow (someone you hate) to say what they want to say? ex: celebrating Hitler's birthday in a city in Illinois that is predominantly Jews? What is the Social Harm Criteria? ------CORRECT ANSWER--------------if the freedom of speech has so much social harm, government can regulate it What are the 12 exceptions to the First Amendment? ------CORRECT ANSWER----------- ---slander/libel violation of national security violate people's privacy contempt of court How are Schools an exception to the First Amendment? ------CORRECT ANSWER------- -------teachers have the right to maintain discipline - have broad censorship rights What are the 2 problems of Freedom of Speech? ------CORRECT ANSWER-------------- defining exception carrying out the necessary cost-benefit analysis - generally, exceptions are based on social harm criteria - more social harm would come from preventing than allowing it How is Defining Exception a problem of Freedom of Speech? ------CORRECT ANSWER--------------how are you going to define what's obscene? - it all depends on who you ask - time to time, place to place - different people with different standards - what good is to one person is what obscene is to another How is Carrying Out the Necessary Cost-Benefit Analysis a problem of Freedom of Speech? ------CORRECT ANSWER--------------if costs are so great, we need to regulate it Cost: at the end of the day, if you allow this material: - exploit, objectify women and that is a bad thing - negatively influence attitude and behavior - leading to actual sex crimes - harmful to (sexuality)of children - harms family values Benefit: material can be outlet as artistic outlet of sex - leads to sexual satisfaction - educational value What is the earliest form of advertising? ------CORRECT ANSWER--------------word of mouth What are the Different Mass Media? ------CORRECT ANSWER--------------newspapers magazines radio television internet What are the pros/cons of ads in newspapers? ------CORRECT ANSWER-------------- pros: - the backbone of retail advertising - local business seeking general audiences - ads are something that you could hold onto cons: - newspaper ads don't look that great - only wealthy and educated people read it What are the pros/cons of ads in magazines? ------CORRECT ANSWER--------------pros: - longer shelf-length - shareable - nice looking ad - give advertisers narrowly defined audience con: - do require reservations of space in months in advance - hard to make last minute changes What are the 4 functions of mass media? ------CORRECT ANSWER--------------Content Medium Manifest Latent What is Content? ------CORRECT ANSWER--------------the media functions as a source of information ex: during elections: newspapers - give you information about election, candidates, etc. - key in helping one vote ex: influencing on how you dress by weather - key: specific information you get on weather What is Medium? ------CORRECT ANSWER--------------the main function of the media lies within the elements of the medium itself ex: going to the movies on a first date in order to avoid having to talk a lot and thus giving each other a common ground to talk about What is Manifest? ------CORRECT ANSWER--------------the function of the media that is obvious ex: read a book because one is interested in the plot What is Latent? ------CORRECT ANSWER--------------the function of the media that is hidden, unintended ex: listening to radio during breakfast to avoid talking to husband What are the 6 (Societal) Functions of Mass Media? ------CORRECT ANSWER------------ --Status Confirm Pass on/Enforces traditions, norms, values Narcotizing Effect Services Political System Create Social Cohesion Services Economy How does it Confirm Status? ------CORRECT ANSWER--------------Media confirms status of organization, people, event by reporting on them; thus making them important - media legitimizes people/issues ex: Gay student killed: media covered; gay rights got covered ex: watching grey's anatomy: wants to become a doctor How does it facilitate social interactions? ------CORRECT ANSWER--------------mediates ex: social media (twitter, facebook) brings people together How does it substitute for social interactions? ------CORRECT ANSWER-------------- connects with people through media - gives you indirect companionship ex: watching Friends (on netflix) - you aren't alone - forming substitute for real life humans How does it have an emotional release? ------CORRECT ANSWER--------------carries you out to another emotion ex: tired --> listens to music How does it ritualize our lives? ------CORRECT ANSWER--------------gives order / sense of structure - brings us security ex: gets up at 6 am, eat breakfast, watch news - makes you feel secure (knowing what you're going to do) What is Gender Role Stereotyping? ------CORRECT ANSWER--------------ex: the more TV girls watch, the more they hate women - also racial/ethnic groups What are the 5 Storage of Media Content? ------CORRECT ANSWER-------------- Longevity Capacity Reproducibility Accessibility Portability What is Longevity? ------CORRECT ANSWER--------------How long will it last? ex: silent movies in the US have disintegrated What is Capacity? ------CORRECT ANSWER--------------How much can be stored? ex: DVDs vs Computers What is Reproducibility? ------CORRECT ANSWER--------------How easily/accurately can you make copies? ex: hand copying a book (ie Bible) vs digital media making identical copies What is Accessibility? ------CORRECT ANSWER--------------How easy is it to get at that content? ex: VHS cassettes with movies can no longer transfer onto current devices What is Portability? ------CORRECT ANSWER--------------How easy is it to move that content around? ex: ebooks vs physical textbook What are the 2 things that determine the content of mass media? ------CORRECT ANSWER--------------- reflecting people's interest ex: media contribution, media audience, etc. - the product of the collective work of many different actors and supportive personnel What are the 4 factors that determine mass media content? ------CORRECT ANSWER-- ------------Legal System Changes in Organizational Procedures Technological Constraints Cultural Conventions How does legal system determine mass media content? ------CORRECT ANSWER------ --------media can be copyrighted ex: no copyrights in European books; thus, American books became more expensive - laws had to be created so they could be distinguished from other authors How do changes in organizational procedures determine mass media content? ------ CORRECT ANSWER--------------media is overproduced in order to minimize risk and increase chance of success ex: only a small portion of books made are sold in stores How do technological strains determine mass media content? ------CORRECT ANSWER--------------changes in tech shift content - switching from acoustic guitars to electrical guitars ex: black and white TV to colored TV How do cultural conventions determine mass media content? ------CORRECT ANSWER--------------originally came from technologically constraints - became a cultural convention - vary from culture to culture - can also be made for technological advances ex: a conventional duration of a movie: ~2 hrs. ex: a conventional duration of a song: ~3 mins. - if you violate this rule. there's a potential threat that it might not be bought What is Persistence of Vision? ------CORRECT ANSWER--------------- a fraction of the second after the image appears is still there What are Aesthetics? ------CORRECT ANSWER--------------more sensation than plot driven films What are Sequels? ------CORRECT ANSWER--------------continuing story of a previous films - less risky, reliance on previous success What are Remakes? ------CORRECT ANSWER--------------films that recreate a previous film with a new cast ex: Romeo and Juliet What are Prequels? ------CORRECT ANSWER--------------tells a story that's earlier than the previous movie What are Reboots? ------CORRECT ANSWER--------------tells original story in a new way/spin; reinvigorates a franchise that has gone stale ex: Spiderman and Batman Begins What are Adaptations (films based on content of other media)? ------CORRECT ANSWER--------------films that originate from books, video games, comic books, toys, TV shows ex: The Lego Movie is a film adaptation of the lego franchise What are Boys with Toys Travel? ------CORRECT ANSWER--------------concept that action movies make a lot more money internationally because they are flashy, use physical humor, and do not require many subtitles What are Release Patterns? ------CORRECT ANSWER--------------used to open movies in big cities then trickled to small cities; now there are nationwide releases After the Golden Age, who has the most power? ------CORRECT ANSWER-------------- Agents > studio heads What are Independent (Indie) Films? ------CORRECT ANSWER--------------films outside of Hollywood Studio System - Hollywood's not about art - didn't make artistic claims - artistic films - not as much profit, lack of stars, provocative, more serious, character driven, nominated for awards What is Cineplex? ------CORRECT ANSWER--------------multiple screens in a theater - helped Indie films get to theaters What is Cash Break Zero? ------CORRECT ANSWER--------------stars only get money until studios break even What is Direct-to-Video Video? ------CORRECT ANSWER--------------films that do not show on theaters, but directly go to video What are the 3 ways for films to make money? ------CORRECT ANSWER-------------- theater showings sell to TVs - selling videos directly to the public merchandising (ie clothing, toys, etc.) Why are teens the best target for movies? ------CORRECT ANSWER--------------- teens watch the most movies - would go to watch the same movie more than once - teen films cost less to make What is the 1915 Supreme Court Case? ------CORRECT ANSWER--------------- questioned whether films should be protected by the first amendment - it was not protected because it was a business What is the Hays Office and Code? ------CORRECT ANSWER--------------regulated movies very strictly - no profanity - no sex; no implied sex - separate beds for married couples - can't kiss for more than 3 seconds What is the Miracle Case? ------CORRECT ANSWER--------------revisited the 1915 case and overturned it; thus, films would then be protected by the first amendment - established the Motion Pictures Association of America What does the Motion Pictures Association of America (MPAA) do? ------CORRECT ANSWER--------------- gave advisory codes - created rating system What are PG-13 films? ------CORRECT ANSWER--------------tend to make the most money out of all the rated movies How did the Digital Media change films? ------CORRECT ANSWER--------------changed distribution films - cost $2000 to produce and ship - used broadband/satellite - theaters needed projectors (projection system) to be in compatible with the digital film - didn't help small theaters and drive-in theaters When are Sweeps Months? ------CORRECT ANSWER--------------February, May, November, July - the size of local audience are measured - shows that will excite people the most What is C3? ------CORRECT ANSWER--------------measures within 3 days of individual broadcasts What is C7? ------CORRECT ANSWER--------------measures within 7 days of individual broadcasts What is C30? ------CORRECT ANSWER--------------measures within 30 days of individual broadcasts When are ads the highest? ------CORRECT ANSWER--------------thursday nights - but now, it's wednesday nights are the best ones because they could watch it thursday, friday saturday, and sunday What age are the best to advertise to? ------CORRECT ANSWER--------------18-49 - important for advertisers - consumers are demanding whatever they want to watch, whenever, and wherever How is streaming on demand beneficial for advertisers? ------CORRECT ANSWER------- -------cannot be fast-forwarded; thus, being forced to watch ads What are the 5 composition of ad watchers? ------CORRECT ANSWER-------------- geography - where you are ex: frequent flyers are from big cities age - interested in 18-49 demographics ex: Kelloggs ads appear around kids shows sex - who they are ex: beer commercial around sports income - how much they make ex: classical music radio stations advertise luxury cars employment patterns - job status ex: ads at 2 am for unemployed people What do the gatekeepers do? ------CORRECT ANSWER--------------controls what product is being released - can be coopted ex: publisher, editor, etc. How does the media minimize their risk? ------CORRECT ANSWER--------------go with cultural conventions - follow what has been used before ex: movies about high school problems; chick flicks use proven talent - actors who have been successful before ex: casting Meryl Streep rely on secondary markets - selling movies to television/airlines - music sold to movies What is the Primary Market (in films, TV)? ------CORRECT ANSWER--------------main source of revenue from a media - films: movie in a movie theater - TV: first time an episode airs on network What is the Secondary Market (in films, TV)? ------CORRECT ANSWER--------------all the alternative opportunities that generate profit beyond the general sale format - films: selling movies to airlines - TV: reruns What is Syndication? ------CORRECT ANSWER--------------TV shows are sold to other networks to play as reruns, which then makes more money than the first time around ex: Law and Order What is Overproduction? ------CORRECT ANSWER--------------make a lot of media hoping one will become a hit single, or blockbuster and subsidize the failures What is Horizontal Integration? ------CORRECT ANSWER--------------using all elements of company to promote media ex: promote Lion King musical in a Disney movie What is Short Tail? ------CORRECT ANSWER--------------selling many of a few items to generate revenue ex: movies What is Long Tail? ------CORRECT ANSWER--------------selling few of many items to generate revenue ex: amazon What is the Mirror Analogy? ------CORRECT ANSWER--------------that we aren't biased, we just reflect what's out in the world What are the 5 factors that influence selection in the news? ------CORRECT ANSWER-- ------------newspeople organizational pressures audience technology What is a good film? ------CORRECT ANSWER--------------stories with good visual and sounds - "if it bleeds, it leads" What is the implication of shift from substance to sensationalism in media? ------ CORRECT ANSWER--------------- personalized news experience: filter/choose what you want - fragments: read unbundled individual stories instead of a collection of them What are the 13 unethical issues in mass media? ------CORRECT ANSWER-------------- privacy basic obligations to our fellow human beings conflict of interest court cases and trials gifts/payola crime coverage stereotypes accuracy of information undercover reporting techniques checkbook journalism reporting risks war photos taste How is privacy an unethical issue in mass media? ------CORRECT ANSWER-------------- public's right (or desire) to know ex: rape victims' names are released ex: sex lives of politicians are exploited technologies have violated privacy ex: if you work in a company, your emails are not private - people monitor what we do online - use this to pitch products on you How is basic obligations to our fellow human beings an unethical issue in mass media? ------CORRECT ANSWER--------------should journalists intervene to a story? should reporters set themselves apart from being a human? ex: a man in Dallas a Soviet Union spy: "if you publish it, I'm going to kill myself." - they published an article about him and then he killed himself How is conflict of interest an unethical issue in mass media? ------CORRECT ANSWER- -------------duty to society ex: ABC is owned by Disney; there were scientists that did a study on Disney that were guests on Good Morning America - promoting instead of doing the study for the people sacrificing own security - the society has the right to know about the wars that are going on How are court cases and trials an unethical issue in mass media? ------CORRECT ANSWER--------------- sometimes people are shown as guilty even before the trial even started - some people would lie, just want their 15 minutes of fame How are gifts/payola an unethical issue in mass media? ------CORRECT ANSWER------- -------some people give journalists gifts to write good coverage about them How is crime coverage an unethical issue in mass media? ------CORRECT ANSWER---- ----------What details should be included in your article? - should you mention someone's race, gender, sexual orientation? - or might just it encourage certain stereotypes? ex: rape victims' names are made public - doesn't it just stigmatize rape? - when the rape case is made public, this can encourage copycats How is stereotype an unethical issue in mass media? ------CORRECT ANSWER---------- ----negatively stereotyping certain types of people ex: portraying Italians as mafias How is accuracy of information an unethical issue in mass media? ------CORRECT ANSWER--------------journalists aren't supposed to fabricate stories - not create misleading photographs ghost twitters - having someone use tweet for them and not actually celebrities themselves native ads - made to look like it's a real article, but it was just made by advertisers to fool people How is undercover reporting techniques an unethical issue in mass media? ------ CORRECT ANSWER--------------planting hidden cameras How is checkbook journalism an unethical issue in mass media? ------CORRECT ANSWER--------------reporters should not pay for information - encourages people to lie - the juicier the story, the more money you get - tabloid journalists pay for stories How are reporting risks an unethical issue in mass media? ------CORRECT ANSWER--- -----------should the media be responsible for posting accurate risks? - what if the media makes us scared to what's happening (going to happen)? ex: plane crashes (most of it covered; although there's a low chance that it'll occur) car crashes (not covered as much; although there's a high chance that it'll occur) How are war photos an unethical issue in mass media? ------CORRECT ANSWER------- -------should pictures of war photos be shown? when it's shown, some people may say: - it's cruel because it invades their intimate moment of suffering - we should know because we pay trillions of dollars for it - don't need that much time; thus, can make last minute changes - inexpensive cons: - visual ads cannot be put on radios - pay less attention in ads on radios What are the pros/cons of ads in television? ------CORRECT ANSWER--------------pros: - visual, more alluring - preferred media by people cons: - the most expensive ad - selective audiences are harder - must book ahead of time Why are advertisers interested in 18-49 year olds? ------CORRECT ANSWER-------------- - they want people relatively young - they want to get you while you're young - advertisers like if you're in a family because it's a not just for you, but for your family as well - you're on the earth longer Why do advertisers like Baby Boomers as well? ------CORRECT ANSWER--------------- too big and too rich of a group - majority of money are in the baby boomers - more likely to dine out and travel than parents - tend to be healthier and more affluent than older people What is Scatter Plan Spot Advertising? ------CORRECT ANSWER--------------where advertisers spread ads over different times in different networks and different shows and puts a spot price What is Sponsored Advertising? ------CORRECT ANSWER--------------- all the advertising space on the show was for one company for a show's entire season - became too costly for companies - gave advertisers too much power and too much control over the show - advertising demand a certain amount of time before their competition plays their ads What is Cross Promotional Campaign? ------CORRECT ANSWER--------------promoting something and getting promoted back ex: a movie mentioning the Hilton hotel, and when you call them and they put you on hold, they're promoting the movie What is Buzz Advertising? ------CORRECT ANSWER--------------hire people to buzz about the products What is Institutional Advertising? ------CORRECT ANSWER--------------they are messages that seek to enhance the image of the company - aim to develop goodwill towards the company ex: - companies fighting for homelessness, hunger, etc. - Budweiser encourages not drinking if you're driving Who is the Federal Trade Commission (FTC)? ------CORRECT ANSWER-------------- protects trademarks/copyright ideas, etc. ex of False Advertising: - Haagen Dazs --> 100 calories when there's actually 250 calories What is a Corrective Ad? ------CORRECT ANSWER--------------admit on your ad that you committed false advertising with an apology - if the FTC finds you guilty Who is the Federal Communication Commission (FCC)? ------CORRECT ANSWER------ --------they regulate counter ads What are Counter Ads? ------CORRECT ANSWER--------------gives a different view to an issue ex: must run a health ad for every 3 cigarette ads What is Branding? ------CORRECT ANSWER--------------places of creating on a consumer's mind a clear identity of a particular product of a company - making it appear that your product is unique What is Logos? ------CORRECT ANSWER--------------how a company creates themselves in establishing themselves - typical logos don't last forever (15-20 years) - sometimes they revamp their logos ex: Uncle Ben - the Uncle Ben on the logo looked like a servant - "Uncle' --> white Southern folks referring to Black old folks How are successful Brand Names problematic? ------CORRECT ANSWER--------------it's problematic if your brand name becomes successful and enters in the English dictionary, you can lose your rights to that product because everyone can use it What are the 11 Strategies/Techniques used in Advertising? ------CORRECT ANSWER- -------------appealing to people's rationality promises of status testimonials fear celebrity endorsement competitive ad music integrated advertising product placement TV in context virtual advertising