studyguide2 - Questions on Matthew McAllister The Changing...

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1. In terms of symbolism what do advertisers want to control? 2. When advertisers ask “how can we keep them from using the remote control” what kinds of control are they concerned with? 3. What is the most important kind of control that advertisers would like to have? 4. How is McAllisters’s definition of control different from Beniger’s? 5. What are the different dimensions of control? 6. What does internal control entail? 7. What does external control focus on? 8. What is allocative control? 9. What is operational control? 10. Under what conditions would advertisers have allocative power? 11. What kinds of control does the example of commercial broadcasting demonstrate? 12. In what realm does intentional control reign? 13. How do advertisers have unintentional control over the media? 14. In the 1980s, what had advertisers lost control of in electronic media?
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15. What new viewing technologies have eroded advertiser’s control of audience media
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studyguide2 - Questions on Matthew McAllister The Changing...

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