MCS 005 FINAL EXAM LATEST 2023 REAL EXAM
100 QUESTIONS AND CORRECT
ANSWERS|AGRADE
1) TV as a \u201cvast wasteland\u201d: expression coined by FCC chair Newton Minow in 1961 to
describe television content.
Minow advocated for the programming of the public interest.
Financial Interest in Syndication Rules (Fin-Syn) imposed: to ban networks to own or produce
more programming
\u25cfPave the way for new alternatives like PBS
2) Pseudo-eventing and news staging: pseudo-event: event that has no real informational or
issue meaning; it exists merely to attract media attention. news staging: re-creation on
television news of some event that is believed to have happened or which could have
happened.*
a) Pseudo-eventing: events staged specifically to attract public attention (Boston Tea Party)\/
b) News staging: re-creating some event that is believed to or could have happened (reporter
reporting from \u201csacred ground\u201d but not actually there
3) TV rating and share:
rating: percentage of a market\u2019s total population that is reached by a piece of broadcast
programming
o Considers all TV households
o Households tuned in to a given program divided by all households with television
o Usually expressed as %
share: the percentage of people listening to radio or of homes using television tuned in to a given
piece of programming
o Considers TV households watching any station
o Households tuned into a given program divided by all households tuned into tv at that
time
o Usually expressed as %
4) The first electronic digital computer, and the meaning of \u201cdigital\u201d: Colossus (invented by the
British to decode German WWII messages) : first electronic digital computer, binary 0 and 1.
Key concepts of \u201cdigital media\u201d:
automation – computers can be programmed to automate complex task.
Collaborative Filtering (personalization) – the ability of media content producers to cater to
individuals users or of automated tracking of web users habits to determine likely areas of
interest.
5) The \u201cnetwork of networks\u201d: The Internet is most appropriately thought of as a \u201cnetwork of
networks\u201d that is growing at an incredibly fast rate. These networks consist of LANs (local
area networks), connecting two or more computers, usually within the same building, and
WANs (wide area networks), connecting several LANs in different locations.
6) Encryption: electronic coding or masking of information on the Web that can be deciphered
only by a recipient with the decrypting key.<\/p>\n\n\n\n
7) Marshall McLuhan and Global Village: Global Village is a McLuhan concept; new
communication technologies permit people to become increasingly involved in one another\u2019s
lives. The idea that media \u201cshrink\u201d the world.
8) Digital divide: Refers to the growing contrast between \u201cinformation haves\u201d and \u201cinformation
have-nots\u201d in terms of income, race geographic locations and nations
9) The Pros and Cons of online communication for democracy:
\u00b7 Pros
o An engine of public relations: organizations of all types now have direct access to
individuals without traditional information filtering
o Audience-centered mass communication can lead to a flowering of diverse ideas, art,
and creativity
o Public can become more involved in political and social issues as they organize online
o Info without national boundaries, transmitting democratic ideas to totalitarian or
authoritarian countries.
\u00b7 Cons
o Too much information, too distractive;
o Too many generators, too fewer audiences
o easy access to online hatred and pornography
o Erosion of privacy
o Cyber wars: threats to national security from terrorists and criminals.
10) Defining features of new media:
\u00b7 Digital
\u00b7 Interactivity
\u00b7 Audience Generated
\u00b7 Asynchronous communication
\u00b7 Narrowcasting
\u00b7 Multimedia forms
11) The first public relations bureau: 1900; the Publicity Bureau in Boston; the nation\u2019s first
publicity firm
^ It says 1900 in the class powerpoint, but in the book it says it was established in 1906 (Pg.
269)?
Did some research online that also said that the PB was founded in 1900
12) Public relations pioneers\u2019 activities:?
\u00b7 Edward Bernays
o Talk to people and listen to people
o The polling industry (ex, Gallup)
o Made key contribution to PR education
\u00a7 Taught the first class called public relations at NYU in 1923
\u00a7 Wrote the first textbook: Cyrstallizing Public Opinion
Ivy Ledbetter Lee\u2014PR pioneer
\u00b7 Helped the Rockefeller family to handle Ludlow massacre: the violent deaths of 17 people<\/p>\n","protected":false},"excerpt":{"rendered":"
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