EXAM 1 STUDY GUIDE

COMM 100.001 - SPRING 2009

The following pages contain study questions covering materials included in the
readings, lectures, and class discussions. Please note that these questions are NOT
exhaustive, but rather hit some of the highlights of the materials we have covered. It is
to your benefit to begin to study early, to elaborate on the questions written here, and to
formulate and answer questions of your own. Good luck!

INTRO TO MASS COMMUNICATION

Ch. 1

Explain how culture, mass communication, and mass media are related and how
they affect each other.

Have a good understanding of the main events associated with the four eras of
communication – oral, print, electronic, media convergence.

Define media convergence.

Describe and explain the linear model of mass communication, including at least
one weakness.

Describe and explain the cultural model of mass communication

MEDIA EFFECTS 1 & 2 (Ch. 15/Bartholomew; Segrin & Nabi/Lectures (1 & 2)

How did media effects research originate?

Describe the three main eras of the media effects research paradigm.

Be familiar with the three research methods of the media effects research paradigm.
o Experiments
o Surveys
o Content Analysis

Make sure you know what the main premises/assumptions as well as arguments of
each of the following theories:
o Cultivation Theory
o Social Learning Theory

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 o Spiral of Silence Theory
o Agenda-Setting Theory

Be familiar with Bartholomew’s and Segrin & Nabi’s articles.

CRITICAL CULTURAL STUDIES (Ch. 15/McAllister/Lecture 3)

Explain the difference between media effects and cultural studies research.

Be familiar with critical cultural scholars’ criticism of the media effects research
paradigm.

Be familiar with the three research methods of the media effects research paradigm.
o Textual Analysis
o Audience Analysis
o Political Economy
Be familiar with McAllister’s article.

PRINCIPLES OF MEDIA INDUSTRIES (Ch. 13/Lecture 4)

Describe the three common economic structures that characterize the media
business – monopoly, oligopoly, and limited competition.

Describe the two ways in which media can collect revenues.

Explain “economies of scale.”

Describe the difference between horizontal and vertical concentration, through

examples. Explain synergy.

What are the possible positive and negative implications of media’s reliance on
advertising revenue and concentration? Provide your own examples.

What is cultural imperialism? Describe some of the pros and cons of America's
cultural imperialism over global culture.

Please bring a 100-question scantron (50 questions on each side) to our first exam!!