ArtF 243 S'08 SOME STUDY QUESTIONS for the MIDTERM Mills Use Oxypedia to communicate with each other about key concepts from our readings and to discuss ways to GO DEEPER in your analyses. Marx and Engels Lakoff Althusser Hockenberry McLuhan Steiger Anderson Li Bill Moyers (the transcripts of all we watched is online) Andrea Elliott DeBord Hall 1. The Long Tail describes the niche strategy of certain business such as Amazon.com or Netflix. The distribution and inventory costs of those business allow them to realize significant profit out of selling small volumes of hard-to-find items to many customers, instead of only selling large volumes of a reduced number of popular items. The group of persons that buy the hard-to-find or &quot;non-hit&quot; items is the customer demographic called the Long Tail. Compare and contrast the type of business model associated with push media (newspaper, tv, radio) and new models made available by the internet. 2. Scholars claim that three events demonstrate the centrality and significance of the internet to life in the 21st century--9/11, the war in Iraq, and our current presidential primaries. Support or refute this thesis by discussing three specific uses of the internet in ONE (only one) of these three examples. 3. Grossberg writes: &quot;the cultural model of communication lies within a broader set of theories of the social construction of reality&quot; (&quot;Media in Context&quot; 23). What theorists have we read that focus on the social construction of reality? 4. Grossberg notes &quot;the transmission model cannot deal with the <a href="/keyword/enormous-amount/" >enormous amount</a> of misinformation and redundancy in the coverage&quot; (24). Which theorist does specifically address misinformation? What is important about having a theory for negotiated or oppositional readings of a message? 5. In what three ways do media allow us to extend ourselves, according to McLuhan? 1. 2. 3. 6. In what ways does Network support Marx and Engel's key idea about ideology? Clearly specify what IS their idea as well as how Network demonstrates it. 7. Which social relation (i.e., institution) primarily owned newspapers, according to Steiger? Is this an ISA? To what did this ownership shift? 8. Watch this clip--you will be asked to answer a specific question based on this scene (I will replay the clip in class). http://www.youtube.com/watch?v=MTN3s2iVKKI 9. Cultural form can be defined as (pick just one) a. An essential part of how the media make meaning b. How their languages and meanings are structured into codes ArtF 243 S'08 c. A genre d. a and b e. None of the above Mills 10. Who is Edward R. Murrow? Johannes Gutenberg? Martin Luther? Howard Beale? Andrea Elliott? Newton Minnow? Jurgen Habermas? Henry Jenkins? 11. John Philip Sousa said in 1906: &quot;I foresee a marked deterioration in American music and musical taste, an interruption in the musical development of the country, and a host of other injuries to music in its artistic manifestations.&quot; What was he so upset about and why is it important to care what he thought 102 years ago? 12. Is Facebook a technology or an institution? 13. When people argued that Marilyn Manson's music incited the Columbine shooters, which model of communication are they relying upon? What is useful about this method of research? What is missing from this method? 14. Which of the following has contributed to our current &quot;pull&quot; vs. &quot;push&quot; media environment: 1. cable 2. satellite 3. personal computers 4. internet 5. 3 and 4 6. none of the above 16. The focus on mass in mass media studies reflects: 1. the significance of the audience 2. the capitalization of 20th century mass media 3. the population explosion in the U.S. 17. What blinds us to the character of the medium? Pick only one of these: Too much information Money Postmodernism Content 18. Framing is an important concept. Pick ONLY ONE of these associated ideas as the correct one. a. the way the camera places the speaker in a political message on TV b. this is another way of thinking of interpellation c. a moral and conceptual context that has been built over time for receiving the message 19. &quot;When Obama uses the word change, he is creating a frame.&quot; Add two sentences to this analysis that demonstrate a more complex understanding of Lakoff's concept of framing. 20. McLuhan reports that Napoleon said &quot;Three hostile newspapers are more to be feared than a thousand McLuhan reports that Napoleon said &quot;Three hostile newspapers are more to be feared than a thousand bayonets&quot; (11). Explain this using McLuhan's ideas about media. Now, explain Napoleon's idea using Althusser's ideas about ideology. ArtF 243 S'08 ., Mills