!
INSTRUCTOR’S!MANUAL!FOR!
!
!
Media/Impact!
!
!
An!Introduction!to!Mass!Media!
!
!
!
!
!
!
Twelfth!Edition!
!
!
!
!
!
!
!
!
!
Prepared!by!
!
Lori!Dann!
!
EASTFIELD!COLLEGE!
!
! !
!
!
!
©!2017!Cengage!Learning!
!
ALL!RIGHTS!RESERVED.!No!part!of!this!work!covered!by!the!
copyright!herein!may!be!reproduced,!transmitted,!stored,!or!used!
in!any!form!or!by!any!means!graphic,!electronic,!or!mechanical,!
including!but!not!limited!to!photocopying,!recording,!scanning,!
digitizing,!taping,!Web!distribution,!information!networks,!or!
information!storage!and!retrieval!systems,!except!as!permitted!
under!Section!107!or!108!of!the!1976!United!States!Copyright!Act,!
without!the!prior!written!permission!of!the!publisher!except!as!
may!be!permitted!by!the!license!terms!below.!
!
!
For!product!information!and!technology!assistance,!contact!us!at!
Cengage!Learning!Customer!&!Sales!Support,!!
15800535459706.!
!
For!permission!to!use!material!from!this!text!or!product,!submit!all!
requests!online!at!www.cengage.com/permissions!
Further!permissions!questions!can!be!emailed!to!
permissionrequest@cengage.com.!
!
!
!
ISBN513:!97851530555814051!
ISBN510:!1530555814057!
!
Cengage!Learning!
20!Channel!Center!Street!
Boston,!MA!02210!USA!
!
Cengage!Learning!is!a!leading!provider!of!customized!
learning!solutions!with!office!locations!around!the!globe,!
including!Singapore,!the!United!Kingdom,!Australia,!
Mexico,!Brazil,!and!Japan.!Locate!your!local!office!at:!
www.cengage.com/global.!
!
Cengage!Learning!products!are!represented!in!
Canada!by!Nelson!Education,!Ltd.!
!
To!learn!more!about!Cengage!Learning!Solutions,!
visit!www.cengage.com.!
!
Purchase!any!of!our!products!at!your!local!college!
store!or!at!our!preferred!online!store!
www.cengagebrain.com.!
!
!
!
NOTE:!UNDER!NO!CIRCUMSTANCES!MAY!THIS!MATERIAL!OR!ANY!PORTION!THEREOF!BE!SOLD,!LICENSED,!AUCTIONED,!
OR!OTHERWISE!REDISTRIBUTED!EXCEPT!AS!MAY!BE!PERMITTED!BY!THE!LICENSE!TERMS!HEREIN.!
!
!
READ!IMPORTANT!LICENSE!INFORMATION!
!
Dear!Professor!or!Other!Supplement!Recipient:!
!
Cengage! Learning! has! provided! you! with! this! product! (the!
“Supplement”)!for!your!review!and,!to!the! extent! that!you!adopt!the!
associated! textbook! for! use! in! connection! with! your! course! (the!
“Course”),!you!and!your!students!who!purchase!the!textbook!may!use!
the! Supplement! as! described! below.! Cengage! Learning! has!
established! these! use! limitations! in! response! to! concerns! raised! by!
authors,! professors,! and! other! users! regarding! the! pedagogical!
problems!stemming!from!unlimited!distribution!of!Supplements.!
!
Cengage!Learning!hereby!grants!you!a!nontransferable!license!to!use!
the! Supplement! in! connection! with! the! Course,! subject!to! the!
following! conditions.! The! Supplement! is! for! your! personal,!
noncommercial!use!only!and!may!not!be!reproduced,!or!distributed,!
except! that! portions! of! the! Supplement! may! be! provided! to! your!
students!in!connection!with!your!instruction!of!the!Course,!so!long!as!
such! students! are! advised! that! they! may! not! copy! or! distribute! any!
portion!of!the! Supplement! to! any!third!party.! Test! banks,! and!other!
testing! materials! may! be! made! available! in! the! classroom! and!
collected!at!the!end!of!each!class!session,!or!posted!electronically!as!
described!herein.!Any!material!posted!electronically!must!be!through!
a!passwordaprotected!site,!with!all!copy!and!download!functionality!
disabled,!and!accessible!solely!by!your!students!who!have!purchased!
the! associated! textbook! for! the! Course.! You! may! not! sell,! license,!
auction,! or! otherwise! redistribute! the! Supplement! in! any! form.! We!
ask! that! you! take! reasonable! steps! to! protect! the! Supplement! from!
unauthorized! use,! reproduction,! or! distribution.! Your! use! of! the!
Supplement! indicates!your! acceptance! of! the! conditions! set! forth! in!
this! Agreement.! If! you! do! not! accept! these! conditions,! you! must!
return!the!Supplement!unused!within!30!days!of!receipt.!
!
!
!
!
!
!
All!rights!(including!without!limitation,!copyrights,!patents,!and!trade!
secrets)!in!the!Supplement!are!and!will!remain!the!sole!and!exclusive!
property!of!Cengage!Learning!and/or!its!licensors.!The!Supplement!is!
furnished! by! Cengage! Learning! on! an! “as! is”! basis! without! any!
warranties,!express!or!implied.!This!Agreement!will!be!governed!by!
and!construed!pursuant!to!the!laws!of!the!State!of!New!York,!without!
regard!to!such!State’s!conflict!of!law!rules.!
!
Thank!you!for!your!assistance!in!helping!to!safeguard!the!integrity!of!
the! content! contained! in! this! Supplement.! We! trust! you! find! the!
Supplement!a!useful!teaching!tool.!
! !
iv
CONTENTS!
!
Part%I% General%Approach%to%Teaching%Media/Impact,%12th%Edition% 1%
!
Part%II% Key%Concepts,%Activities,%and%Tests% % % % % 6%
!
!Chapter%1!Mass!Media!and!Everyday!Life! ! ! ! 6!
! ! Chapter!Outline!
! ! Suggested!Activities,!Discussions,!and!Exercises!
! ! Activity!Pages!
! ! Chapter!1!Quiz!
!Chapter%2!Books:!Rearranging!the!Page! ! ! ! 16!
!! Chapter!Outline!
! ! Suggested!Activities,!Discussions,!and!Exercises!
! ! Activity!Pages!
! ! Chapter!2!Quiz!
Chapter%3!Newspapers:!Mobilizing!Delivery! ! ! ! 26!
!! Chapter!Outline!
! ! Suggested!Activities,!Discussions,!and!Exercises!
! ! Activity!Pages!
! ! Chapter!3!Quiz!
!Chapter%4!Magazines:!Chasing!the!Audience!! ! ! 35!
!! Chapter!Outline!
! ! Suggested!Activities,!Discussions,!and!Exercises!
! ! Activity!Pages!
! ! Chapter!4!Quiz!
!Chapter%5!Recordings:!Streaming!Sound! ! ! ! 44!
!! Chapter!Outline!
! ! Suggested!Activities,!Discussions,!and!Exercises!
! ! Activity!Pages!
! ! Chapter!5!Quiz!
!Chapter%6!Radio:!Riding!New!Waves! ! ! ! ! 53!
!! Chapter!Outline!
! ! Suggested!Activities,!Discussions,!and!Exercises!
! ! Activity!Pages!
! ! Chapter!6!Quiz!
!Chapter%7!Movies:!Digitizing!Dreams!! ! ! ! 61!
!! Chapter!Outline!
! ! Suggested!Activities,!Discussions,!and!Exercises!
! ! Activity!Pages!
! ! Chapter!7!Quiz!
! !
!
v
%Chapter%8!Television:!Switching!Channels! ! ! ! 70!
!! Chapter!Outline!
! ! Suggested!Activities,!Discussions,!and!Exercises!
! ! Activity!Pages!
! ! Chapter!8!Quiz!
!Chapter%9!Internet!Media:!Widening!the!Web! ! ! 79!
!! Chapter!Outline!
! ! Suggested!Activities,!Discussions,!and!Exercises!
! ! Activity!Pages!
! ! Chapter!9!Quiz!
!Chapter%10!Advertising:!Catching!Consumers! ! ! 90!
!! Chapter!Outline!
! ! Suggested!Activities,!Discussions,!and!Exercises!
! ! Activity!Pages!
! ! Chapter!10!Quiz!
!Chapter%11!Public!Relations:!Promoting!Ideas! ! ! 99!
!! Chapter!Outline!
! ! Suggested!Activities,!Discussions,!and!Exercises!
! ! Activity!Pages!
! ! Chapter!11!Quiz!
!Chapter%12!News!and!Information:!Staying!Connected! ! 108!
!! Chapter!Outline!
! ! Suggested!Activities,!Discussions,!and!Exercises!
! ! Activity!Pages!
! ! Chapter!12!Quiz!
!Chapter%13!Social!and!Political!Issues:!Shaping!the!Arguments! 117!
!! Chapter!Outline!
! ! Suggested!Activities,!Discussions,!and!Exercises!
! ! Activity!Pages!
! ! Chapter!13!Quiz!
!Chapter%14!Law!and!Regulation:!Reforming!the!Rules! ! 127!
!! Chapter!Outline!
! ! Suggested!Activities,!Discussions,!and!Exercises!
! ! Activity!Pages!
! ! Chapter!14!Quiz!
Chapter%15!Mass!Media!Ethics:!Taking!Responsibility! ! 138!
!! Chapter!Outline!
! ! Suggested!Activities,!Discussions,!and!Exercises!
! ! Activity!Pages!
! ! Chapter!15!Quiz!
!
!
!
!
vi
!Chapter%16!Global!Media:!Communicating!Change! ! ! 147!
!! Chapter!Outline!
! ! Suggested!Activities,!Discussions,!and!Exercises!
! ! Activity!Pages!
! ! Chapter!16!Quiz!
!
Part%III%Additional%Resources%% % % % % % 155%
%
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part. 1
General Approach to Teaching Media/Impact,
12th Edition
Introduction
This Instructor’s Manual provides a comprehensive teaching guide featuring the
following tools for each chapter: chapter outlines; suggestions for integrating print
supplements and online resources; suggested discussion questions; handouts for
classroom activities and a comprehensive Test Bank with an answer key that includes
multiple choice, true/false, essay and fill–in–the–blank test questions.
MindTap
Cengage Learning’s MindTap for Media/Impact brings course concepts to life with
interactive learning, study and exam preparation tools that support the printed textbook.
Student comprehension is enhanced with the integrated eBook and interactive teaching
and learning tools including learning objectives, interactive activities, quizzes and—
exclusive to Media/Impact—Impact/Action videos. A career guide and social media
guide give students insight into the practical applications of their coursework.
Welcome to the World of Media/Impact
Media/Impact’s energetic new design—inside and out—reflects the excitement and
intensity inherent in the study of mass media today. Dozens of new charts, illustrations
and photographs in this 12th edition enhance the totally revised and updated text,
making Media/Impact, 12th edition, the most current, accessible, challenging way for
students to study the central role that America’s mass media play in the global media
marketplace. Accompanying this new edition are many new digital tools offered by
Cengage Learning, including MindTap, to organize and enhance student thinking. The
result for students and teachers is Media/Impact’s best edition ever.
New Features in the 12th Edition
▸▸ More than 40 new Impact Boxes—The Impact Boxes feature current articles and
information on the latest topics and trends from the best sources covering the media
business, such as The New York Times, The Washington Post, The Guardian, Wired,
CNN, The Financial Times and the Los Angeles Times.
▸▸ Five Impact Box Subject Areas—Impact Boxes are now divided into five essential
subject areas: Convergence, Money, Society, Profile and Global. For example:
• Impact/Convergence: “Radio Listening Goes Digital and Mobile.”
• Impact/Money: “What It Costs: Ad Prices from TV’s Biggest Buys to the Smallest
Screens.”
• Impact/Society: “Average Time Americans Spend Using Mass Media Each Day.”
• Impact/Profile: “BuzzFeed Co–Founder Jonah Peretti Wants to Take Its Content
Far Beyond Lists.”
• Impact/Global: “Primavera Sound Sets the Stage for Music Festivals Worldwide.”
▸▸ Current Statistics on the Mass Media Industries—Statistical information is beautifully
displayed in more than 30 new and updated illustrations to reflect current research on
key issues such as the global box office, 10 most popular social media sites, top 10 U.S.
digital “replica” magazines, political figures on social media, 10 most frequently
challenged books and top 10 global advertising agencies.
▸▸ Timely Photographs, Cartoons and Illustrations to Capture Students’ Attention—More
than 230 carefully selected new photos, cartoons and illustrations throughout the book
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
emphasize timely trends and critical topics in today’s media business.
▸▸ Impact/Action Videos—Three new Impact/Action videos in the MindTap make
contemporary issues in mass communication come alive for students, with customized
content that expands on the text and animates the illustrations. Specialized narration
accompanies images and videos to tell the story of how mass communication is
changing and transforming the world. These three Impact/Action videos, matched to
chapters throughout the book, expand student understanding of how mass
communication affects today’s world:
• Learn how social networks are changing global communication in Social Media:
Communicating Change.
• Discover the importance of—and dangers facing—journalists reporting from
around the world in Reporters at Risk.
• Explore the mass media’s ongoing digital transformation in Caught in the Net.
Continuing Features in the 12th Edition
▸▸ Comprehensive Coverage of the Latest Trends in Digital Media. Media/Impact details
the latest innovations and controversies surrounding the Internet, mobile media, video
games, intellectual property rights, government regulation and social networks.
▸▸ Analysis of Changing Delivery Systems for News and Information. Chapter 9 and
Chapter 12 have proven extremely popular with faculty and students. Chapter 9, Internet
Media, was first introduced in the 6th edition, when few people understood how
consumers’ changing habits would affect the delivery of news and entertainment. In the
12th edition, Chapter 9 continues its role as the book’s centerpiece, with critical analysis
of the most important developments in today’s global media transformation. Chapter 12,
• Chapter Summaries. Organized by headings that correspond to the chapter’s
major topics, Review, Analyze, Investigate uses bullet points to summarize major
concepts.
• Key Terms. A list of important terms with corresponding page numbers appears
at the end of each chapter and in the comprehensive glossary at the end of the
book.
• Critical Questions. Following the key terms, five questions focus students’
analysis of each chapter to help deepen their understanding and engage their
critical thinking skills.
• Working the Web. Finishing each chapter, a list of ten websites specific to the
chapter includes brief annotations that describe each site and encourage
students to pursue further research.
▸▸ Media Information Resource Guide. This invaluable student reference beginning on
page 366 provides hundreds more resources to help students explore media topics and
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
to assist them with media research, including an alphabetical listing of more than 200
website references from the text.
Teaching Approaches
Whether you’re teaching a traditional or online class, this textbook lends itself to lecture,
discussion, activities, and quizzes/exams.
• Lecture: Provide a summary to the students of the key points in the chapter.
Use the included PowerPoint slides to pace the lecture and enhance it with
visuals. As time permits, ask questions of your class to keep them engaged. If
you are teaching online, you may want to do an audio/video capture of you
lecturing about the chapter in addition to uploading the PowerPoint file.
• Discussion: In smaller classes, use the provided Classroom Ideas to generate
in–depth discussion of key issues. You may wish to break your class into smaller
groups to discuss, and then have the groups present to the class as a whole. In
both large lecture and also online courses, you may want to utilize a Classroom
Idea (or develop one of your own) as an online discussion forum topic. Even in a
traditional class, the online discussion forum can provide an opportunity for every
member of class to engage.
• Activities: The Instructor Resource Manual includes several suggestions in the
Classroom Ideas section that could be utilized as in–class or out–of–class
(perhaps online) activities. Using an activity can help aid student understanding
and retention of the material.
• Exams: Some instructors like to assess student learning on a chapter–by–chapter
basis. Others prefer to test the students’ understanding of units (such as “Part
One: The Mass Media Industries.”) If you prefer the former, you may wish to offer
a short in–class quiz – or an outside of class quiz (either traditional or online)
utilizing the included multiple choice, true/false, and essay questions provided in
this Instructor Resource Manual. If you like to offer larger section–based exams,
you may wish to provide the students some of the questions included in this
resource manual for practice – or refer them to the web–based quizzes. The
remainder could be included with questions from other chapter information in this
manual to create a large, section–based, in–class or out of class exam.
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
Sample Course Syllabus and Schedule
Semester, meeting days, time, place:
Instructor office hours and contact information:
Course Description
This course involves the study of the media by which entertainment and
information messages are delivered. It includes an overview of the traditional
mass media: their functions, structures, supports, and influences. The course will
also begin to address media theory, comparing the methods, techniques and
effects of different media and considering the influence of mass communications
on society.
Required Text
Biagi, Shirley. Media/Impact: An Introduction to Mass Media, 12th ed. (California:
Course Requirements
• Reading: Students are expected to read and study the text carefully. All lectures
are based on the assumption that you have studied the assigned chapters as
indicated by the instructor or in the class schedule.
• Attendance and Participation: Attendance and participation in classroom
discussions are essential in this course. In–class activities and blogs will be
assigned during class, which means you must attend regularly to receive these
points.
Evaluation
• Tests: There will be two quizzes, a midterm exam and a final exam (see class
schedule for examination dates).
• Papers, Activities and Blogs: You must also write two papers that allow you to
demonstrate your understanding of mass media, and complete assigned in–class
activities and blogs on topics related to mass media.
• Grading: The final course grade is computed as follows: in–class activities—
10%; blogs—10%; two papers—20%; two quizzes—20%; midterm exam—20%;
final exam—20%.
15–Week Course Schedule
Week Ch Topic
1 1 Course requirements and procedures; Mass media and everyday life
2 2 Books: Rearranging the Page
3 3 Newspapers: Mobilizing Delivery
4 4 QUIZ #1 (Chapters 1–3); Magazines: Chasing the Audience
5 5-6 Recordings: Streaming Sounds and Radio: Riding New Waves
6 7 Movies: Digitizing Dreams
7 8 Television: Switching Channels
8 9 Internet Media: Widening the Web; Midterm Review before exam
9 1–10 MIDTERM EXAMINATION (Chapters 1–9); Advertising: Catching
Consumers
10 11 Public Relations: Promoting Ideas
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
11 12–13 News and Information: Staying Informed; Social and Political Issues:
Shaping the Arguments
12 14 QUIZ #2 (Chapters 11–13); Law and Regulation: Reforming the Rules
13 15 Mass Media Ethics: Taking Responsibility
14 16 Global Media: Communicating Change
15 1–16 FINAL EXAMINATION: ALL CHAPTERS
10–Week Course Schedule
Week Ch Topic
1 1 Course requirements and procedures; Mass media and everyday life
2 2-3 Books: Rearranging the Page; Newspapers: Mobilizing Delivery
3 4-5 Magazines: Chasing the Audience; Recordings: Streaming Sounds; QUIZ
#1 (Chapters 1–5)
4 6-7 Radio: Riding New Waves and Movies: Digitizing Dreams
5 8-9 Television: Switching Channels and Internet Media: Widening the Web;
Midterm Review before exam
6 1-10 MIDTERM EXAMINATION (Chapters 1–9); Advertising: Catching
Consumers
7 11–12 Public Relations: Promoting Ideas and News and Information: Staying
Informed
8 13–14 Social and Political Issues: Shaping the Arguments; Law and Regulation:
Reforming the Rules; QUIZ #2 (Chapters 11–13)
9 15–16 Mass Media Ethics: Taking Responsibility and Global Media:
Communicating Change
10 1-16 FINAL EXAMINATION: ALL CHAPTERS
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
Part II: Key Concepts, Activities, and Tests
Chapter 1 – Mass Media and Everyday Life
Chapter Outline
• Mass Media Are Everywhere You Are
• Mass Communication Becomes Wireless
• How the Communication Process Works
• What Are the Mass Media Industries?
Books
Newspapers
Magazines
Recordings
Radio
Movies
Television
The Internet
• Three Key Concepts to Remember
• Mass Media Are Profit-Centered Businesses
• Convergence Dominates the Media Business
• Why Media Properties Converge
• Advertisers and Consumers Pay the Bills
• Technology Changes Mass Media Delivery and Consumption
Phonetic Writing: The First Information Communications Revolution
Printing: The Second Information Communications Revolution
Computer Technology: The Third Information Communications Revolution
• Media Take Advantage of Digital Delivery
One-Way Versus Two-Way Communication
Dumb Versus Smart Communication
• How Today’s Communications Network Operates
The Receiver (You, the Subscriber)
The Channel (Cable, Telephone, Satellite and Cellular Companies
The Sender (Internet Service Providers)
The Message (Content)
• Mass Media Both Reflect and Affect Politics, Society and Culture
• Why You Should Understand Mass Media and Everyday Life
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
Suggested Activities, Discussions, and Exercises
1. Discuss with the class (perhaps putting ideas up on a board for everyone
to see, or breaking the class into small groups to brainstorm) ways that the
eight mass media industries impact nearly every American economically,
socially and culturally. Make lists for each category of media—
newspapers, books, magazines, movies, radio, television, recordings, the
Internet. How many of those influences are shared in each category?
2. Lecture on the ways 20th century new media (recordings, radio, movies
and TV) changed America. Discuss the ways the Internet is revamping
American communications in the 21st century.
3. Discuss media convergence—the melding of communications, computers
and the electronics industries. Find examples to share with the class, or
ask the students to bring examples.
4. Discuss the way the Internet—and mass communication in general—work
now and how that might change over the next 10 years.
5. Ask your students to keep track of their actual media intake for a week,
and then analyze their results. Discuss the results in class, or have
students write an essay on what they learned about their media use.
Activity Pages
Use the following activity pages as class handouts for exercises and to
accompany some of the classroom Ideas described above.
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
You and the Mass Media Survey
Answer these questions about the types of mass media you use. Be prepared to
share your answers in class.
1. Which authors do you enjoy?
2. What was the last book you read? What
kind of impact did it have on your life?
3. What types of books would you like to
read if you had more time?
4. Do you read a newspaper regularly? If so,
which one(s)? Why?
5. Which part of the newspaper do you read
first? Which do you avoid altogether? Why?
6. How would you say the newspaper
influences your opinions or beliefs? Why?
7. Which magazines do you read regularly?
Why do you read them?
8. If you had more time, which magazines
would you read?
9. When do you listen to the radio? Do you
listen primarily for music, news or talk
shows? What stations do you listen to, and
what are their formats?
10. How and where do you listen to music?
Do you listen to music on the radio or just to
music downloads?
11. Do you listen to music frequently, rarely
or occasionally? What types?
12. What do you like/dislike about music
videos? Why?
13. What is your current favorite song and
who is your favorite recording artist?
14. What influence do you think popular
music has on people in your age group?
15. How do you use online media? Which
sites do you regularly visit? Do you look at
film clips, browse books or articles in
newspapers or magazines, do research,
chat? What do you enjoy about each?
16. How often do you go online? Do you
regularly use Facebook, Twitter, or other
social media sites? Which ones?
17. How many hours per week do you watch
television?
18. What do you make a point to watch
every week? Why?
19. Do you own a DVD player or DVR? If so,
how often do you use them? Do you rent
movies, record television programs or buy
videos or DVDs? Do you stream movies
through Netflix or use Redbox?
20. Do you own an iPod or an iPad/Kindle?
How have they changed your viewing,
reading and listening habits?
21. What was the last movie you saw in a
theater? How long ago?
22. What is/are your all–time favorite
movie(s)? Why?
23. Which mass media influences you the
most in terms of your opinions, values,
clothing styles, products you purchase?
24. Complete this sentence: “I think the
media are….” (Offer 3 specifics and explain
why you your believe what you do about the
media.)
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
Personal Media Use Inventory
Complete the answers to the following questions and tally your score at the end.
1. I buy an average of ___ books a year. This
includes (how many?):
___ textbooks
___ popular hardbacks
___ popular paperbacks
___ e–books
Estimate the time in hours each week you
spend reading books: ___
Multiply by 52: ___
2. I do ___ do not ___ read a daily newspaper.
I do ___ do not ___ read more than one daily
newspaper.
I do ___ do not ___ read a newspaper at least
once a week.
List the newspaper(s) you read:
Estimate in hours the time each week you
spend reading newspapers: ___
Multiply by 52: ___
3. I read an average of ___ magazines a month.
List the magazine(s) you read:
Estimate in hours the time each week you
spend reading magazines: ___
Multiply by 52: ___
4. I listen to the radio an average of ___ hours a
day.
List the station(s) you listen to and their formats:
Estimate in hours the time each week you listen
to the radio: ___
Multiply by 52: ___
5. The TV is turned on in my household an
average of ___ hour(s) a day. I watch TV an
average of ___ hour(s) a day.
List the station(s) you watch most frequently:
Estimate in hours the time each week you watch
TV: ___
Multiply by 52: ___
6. I go to the movies about ___ times a year. I
rent an average of ___ videos/DVDs a year. I buy
an average of ___ videos/DVDs a year. I stream
an average of ___ videos a year.
Estimate in hours the time each week you
spend at the movies and watching videos: ___
7. I buy ___ recordings a year. This includes ___
CDs. _____downloads.
Estimate the time in hours each week you
spend listening to recordings: ___
Multiply by 52: ___
8. Do you own a personal computer? ___ If so,
do you use a network at home? ___ At work?
___ At school? ___
Estimate the time in hours each week you
spend using a computer for Internet services. ___
Multiply by 52: ___
9. Do you own a cell phone or a smart phone?
Estimate the time in hours each week you spend
using your mobile phone for Internet access.___
Multiply by 52: ____
10. Add the total hours you spend with the media
(numbers 1–8): ____ hours.
Divide by 24 for the number of total days yearly
spent with the media = ____ days each year
spent with the media.
11. List your average daily hours spent sleeping
= ____
Multiply times 365 (days) for total yearly hours
spent sleeping = ____
Divide by 24 for total days spent sleeping = ____
days.
Total days in a year: 365
Subtract sleep days – ( ) (from
#11
Subtract total media days – ( ) (from
#10) ______
Days each year spent without the
media ____
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
Chapter 1 Quiz
Multiple Choice
1. The average U.S. adult spends more than ____ of his or her waking life
with the mass media.
a. 20 percent
b. 30 percent
c. 50 percent
d. 75 percent
2. Advertising makes up more than ______ of printed space in daily
newspapers:
a. one–half
b. three-fourths
c. one-third
d. two-thirds
3. The current trend of large companies buying smaller companies so that
fewer companies own more types of media businesses is called:
a. conglomerate
b. chain
c. concentration of ownership
d. vertical integration
4. The Walt Disney Co. is an example of a company that is:
a. vertically integrated.
b. a radio network.
c. privately owned.
d. a newspaper chain.
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
5. A conglomerate is:
a. a company that owns more than one type of media property.
b. a large group of television networks.
c. a company that owns media companies and other companies that are
unrelated to media.
d. a group of TV networks and newspapers.
6. Of all the media, ____ is/are growing the fastest.
a. television
b. Internet media
c. newspapers
d. radio
7. The term that describes the way that different people process messages
differently is:
a. selective perception.
b. vertical integration.
c. mass communication.
d. intrapersonal communication.
8. A response sent to a sender from someone who receives a message is
called:
a. mass communication.
b. noise.
c. data compression.
d. feedback.
9. Most of the income the mass media collect annually is from:
a. subscriptions.
b. advertising.
c. product sales.
d. the government, in public subsidies.
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
10. According to the Impact / Money box, “U.S. Mass Media Industries
Annual Income 1987–Today,” print industries did best in:
a. the 1970s.
b. the 1980s.
c. the 1990s.
d. 2000 – 2009.
True/False
1. Media convergence is the melding of the communications, computer and
electronics industries.
2. Vertical integration means that companies own other companies unrelated to
mass media.
3. Books, newspapers and magazines were America’s only mass media for 250
years after the first American book was published in 1640.
4. The audience share of the original three broadcast networks—ABC, CBS and
NBC—has remained stable since the introduction of cable networks and satellite
delivery services.
5. Affiliates are stations that use network programming but are owned by
companies other than the networks.
Essay Questions
1. Explain what vertical integration means. Give a specific example.
2. Discuss the impact of the rapid pace of current media technological
developments on both media organizations and media audiences. List and
explain three examples of the effects of recent technological
developments on your own media use.
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
3. Discuss the practical effects of the availability of digitized communications.
What does it mean to the media businesses that make information and
entertainment available to you? How does digitization affect your access
to information and entertainment? Can you give 3 examples from your
current use of mass media?
4. Discuss why newspapers and broadcast companies are attractive
investments, and at the same time how they adapt to the development of
the Internet.
5. Discuss the pros and cons of concentrated media ownership, including its
potential impact on the availability of diverse points of view and sources of
information and entertainment.