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Comm-185
| Question | Answer |
|---|---|
| Johannes Gutenberg | |
| Radio | Guglielmo Marconi |
| Film | Lumière Brothers |
| Television | Philo Farnsworth |
| Sound Recording | Thomas Edison |
| Internet | Tim Berners-Lee |
| In the Linear Model of the study of media, the audience is considered as actively existing in a participatory culture. True False | False |
| Hollywood is culturally hegemonic because its filmmaking traditions, values and aesthetics have been accepted as the 'norm' on a global scale. True False | True |
| Promoting a 'national consciousness' through print journalism was a strategy developed by William Randolph Hearst. True False | False |
| The news coverage of the Watergate scandal jolted US politics resulting in the resignation of President Nixon in 1973. Many consider this news reportage as the beginning of 'investigative journalism'. True False | True |
| It was Guglielmo Marconi who invented AM Radio. True False | False |
| According to Hayes and Battles' article, the national panic caused by Orson Welles' radio broadcast locates radio listeners as active and not passive as claimed by an earlier research by Cantril. True False | True |
| The formation of ‘niche audiences’ is a cultural impact introduced by the Network TV system. True False | False |
| In public relations, the ‘corporate social responsibility’ model takes into account the immediate and viral impact of social media placing corporate America in closer scrutiny. True False | False |
| 6. Commercial broadcast TV (like ABC, NBC, CBS) | is ad-funded and free over the air. Because it depends on advertisers, it targets mass audiences, reinforces mainstream values, and promotes consumer culture. It creates shared national experiences but often avoids controversial or niche topics. |
| 6. Public broadcasting (like PBS) | is funded by government support and donations. It focuses on education, civic engagement, and cultural diversity rather than profit, serving the public interest and underrepresented groups. |
| 6. Cable TV (like CNN) | is subscription-based with ads and offers specialized channels. It increases audience fragmentation and can contribute to political polarization by targeting niche audiences. |
| 6. Streaming platforms (like Netflix) | are internet-based and personalized through algorithms. They encourage on-demand viewing and global content access but reduce shared cultural experiences. |
| 6. Social Surrogacy (Clay Shirky): | Clay Shirky argues that television acted as a substitute for real social interaction. Instead of participating in community activities, people stayed home and watched TV, using it as a form of passive social connection. |
| 7. Origin of Popular Music (1900s) | “Tin Pan Alley” music in the streets of New York City - ‘pans and pots clinging together’ as opposed to classical instruments identified with classical music Resonated with ordinary people |
| 7. The Birth of Country Music (1920s) | Influenced by ‘fiddle tunes’ brought to the US by English, Scottish and Irish immigrants who settled in the Appalachian and rural regions Expresses moralistic values of rural folks |
| 7. The birth of Rock and Roll (1950s-60s) | A diverse fusion of pop, R&B and folk. Became the expression of youth rebellion against the status quo and youth as a captive market Reflected the changing political, moral and cultural values in America across generations |
| 7. The Birth of R&B and Soul (1960-70s) | Rise of Motown records as a brand placing Black recording artists in mainstream industry Blurs the lines between the ‘sacred’ and the ‘secular’ with the infusion of gospel music |
| 7. Folk and Rock as the anthem of the Counter-culture Revolution (1960s-80s) | Gave voice to the Anti- Establishment student movement against the status quo Propelled the rise of Identity politics related to race, gender and class |
| 7. Hip Hop: An Urban cultural movement (1980s-present) | • Rapping • Reinvented the Deejay • Breakdancing • Street clothing • Poetry slams • Graffiti Art Napster: Threatened the control of record labelsin music distribution |
| 8. Bandwagon Appeal: | Strengthens a sense of belonging through myth Making |
| 8. Famous Personality Appeal | Banking on pop culture celebrity and social media influencers |
| 8. Trust-Building Appeal | Connects to intimate desires and anonymity |
| 8. Hidden Fear Appeal | Unleashing the post- apocalyptic threat of the future |
| 10. Privatization | The transfer of ownership of property or business from the government to the private sector Keeping business operation in the hands of the private sector ensures efficiency Focus on strengthening markets than serving public interest |
| 10. Deregulation | Eliminate protectionist policies to expand global trade at the expense of protecting labor unions Reducing state regulations to let the media market regulate itself Allows free competition to give consumes more choices and preferences |
| 10. Conglomeration | consolidation of ownership of various media companies in the hands of few larger entities through mergers and acquisitions Control of production and distribution of media content and services in the hands of a few Media Merger |
| 10. Globalization | Flow of transnational media products that connects audiences across the globe Reinforces a ‘global village’ shaped by media and advertising Sanctioned by global trade agreements and world treaties (WTO, NAFTA, ASEAN) |
| 11. Net Neutrality: | Net Neutrality ensures that Internet Service Providers (ISP) like Comcast or AT&T cannot discriminate Internet access based on user, content, website, platform, application, type of equipment or source address. |
| 11. What are the consequences of it being repealed by Congress. | Less incentive for innovation for Internet-based companies Allows ISPs to police content as a form of censorship Compromises free speech and democratic debate |
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