Broadcasting vs. Narrowcasting
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Questions and Answers

What is the primary goal of broadcasting in advertising?

  • To reach a niche target audience
  • To categorize audience segments
  • To focus on broad appeal (correct)
  • To produce high-quality niche content

    • Which statement accurately reflects narrowcasting?

  • It produces content that appeals to everyone equally.
  • It prioritizes quantity of viewers over quality.
  • It targets specific groups of people for advertising. (correct)
  • It primarily relies on public service programming.

    • In audience segmentation, which category does not represent a valid segment type?

  • Geographic
  • Demographic
  • Psychographic
  • Cultural (correct)

    • What is one of the advantages of co-production between producers from different markets?

    <p>Tax credits and funding incentives</p> Signup and view all the answers

    What is a common characteristic of 'least objectionable programming'?

    <p>It is widely accepted and non-controversial.</p> Signup and view all the answers

    What is meant by 'target audience' in the context of audience segmentation?

    <p>The specific segments a producer aims to reach with advertisements</p> Signup and view all the answers

    Which factor primarily contributes to the rise of media globalization?

    <p>Technological advancements like digital networks</p> Signup and view all the answers

    What is a significant obstacle for Hollywood films trying to enter the Chinese market?

    <p>Censorship review by the CCP</p> Signup and view all the answers

    Which example best represents psychographic audience segmentation?

    <p>Categorizing based on travel interests and hobbies</p> Signup and view all the answers

    Which of the following is true about narrowcasting in terms of revenue generation?

    <p>It relies on selling access to niche audiences to advertisers.</p> Signup and view all the answers

    What is one economic factor that has aided the globalization of media?

    <p>Deregulation of media markets</p> Signup and view all the answers

    Why are big studios interested in producing high-budget blockbusters in a global context?

    <p>To maximize investment capital</p> Signup and view all the answers

    Which segment type focuses primarily on location?

    <p>Geographic</p> Signup and view all the answers

    What is an advantage of importing films rather than producing them locally?

    <p>Reduced costs</p> Signup and view all the answers

    Which of the following elements is a characteristic of media globalization?

    <p>Interconnected communication across cultures</p> Signup and view all the answers

    How do foreign markets impact the globalization of film?

    <p>They generate higher investment capital due to interest</p> Signup and view all the answers

    What is one of the main goals of deregulation in media?

    <p>To allow free market competition</p> Signup and view all the answers

    Which of the following describes vertical integration?

    <p>Controlling production and distribution processes</p> Signup and view all the answers

    What is a primary criticism of conglomerate media power?

    <p>It leads to oligopolies that restrict competition</p> Signup and view all the answers

    Synergy in media refers to which of the following?

    <p>The coordination that makes the whole greater than the sum of parts</p> Signup and view all the answers

    In the context of media policy, what does self-regulation involve?

    <p>Industry regulations arising from external pressures</p> Signup and view all the answers

    How do wealthy donors influence media policy according to critical media policy?

    <p>They set the agenda through financial power</p> Signup and view all the answers

    What does surveillance refer to in the context provided?

    <p>To gather information unnoticed by the subject.</p> Signup and view all the answers

    What effect does horizontal integration have on media companies?

    <p>It decreases risk and allows synergy</p> Signup and view all the answers

    What is meant by the term 'illusion of diversity' in media?

    <p>The presence of many brands without real variety of voices</p> Signup and view all the answers

    What are personal traces as described in the content?

    <p>Digital footprints left by individuals.</p> Signup and view all the answers

    How does the 'sensor society' concept characterize technology?

    <p>As always active, collecting passive data.</p> Signup and view all the answers

    What does the term 'cryptopicon' imply about the current information ecosystem?

    <p>It obscures the mechanisms of massive data collection.</p> Signup and view all the answers

    What is the primary goal of state surveillance as noted in the content?

    <p>To monitor potential crimes and dissent.</p> Signup and view all the answers

    In the context of partnerships with brands, what is a benefit mentioned?

    <p>They do not require splitting profits with platforms like YouTube.</p> Signup and view all the answers

    What aspect of current privacy laws is highlighted in the content?

    <p>They are unable to address pervasive and undirected data use.</p> Signup and view all the answers

    What is indicated about the policy permissions that people encounter?

    <p>They often overwhelm individuals, leading to negligence.</p> Signup and view all the answers

    What is meant by 'first party' data in data collection?

    <p>Data collected directly from a site or platform</p> Signup and view all the answers

    In what way does children's television consumption differ from the general assumption?

    <p>Children's television often focuses on educational and social-emotional content.</p> Signup and view all the answers

    Which of the following best describes the consumerist understanding of the child audience?

    <p>Children are viewed primarily as a target demographic for marketing.</p> Signup and view all the answers

    How do children actively engage with media, according to the content provided?

    <p>They engage through direct participation, problem solving, and repetition.</p> Signup and view all the answers

    What primary role do online affinity networks (OANs) play for youth?

    <p>They provide a sense of belonging based on shared interests.</p> Signup and view all the answers

    What is a characteristic feature of OANs as described in the content?

    <p>They center around specialized niches and affinities.</p> Signup and view all the answers

    What misconception might people have about the nature of children's media consumption?

    <p>Children interact with media similarly to adults without critical skills.</p> Signup and view all the answers

    What is a potential negative aspect of online affinity networks for youth?

    <p>They can reinforce problematic perspectives or behaviors.</p> Signup and view all the answers

    What primarily characterizes viral videos in the context of networked culture?

    <p>They are networked practices that encourage sharing.</p> Signup and view all the answers

    What is a critical downside of participatory culture in Web 2.0 according to the content?

    <p>Corporations benefit from user contributions without compensation.</p> Signup and view all the answers

    Which characteristic distinguishes influencers from traditional content producers?

    <p>They often have more relatable and intimate connections with their audience.</p> Signup and view all the answers

    What is one effect of recommendation features in Web 2.0 platforms?

    <p>They direct users toward sponsored content.</p> Signup and view all the answers

    In the context of Web 2.0, what does the term 'intermediaries' refer to?

    <p>Entities like MCNs that help monetize and professionalize content.</p> Signup and view all the answers

    How can viral videos transition in terms of their commercial status?

    <p>They can begin non-commercially and later become commercial.</p> Signup and view all the answers

    What role do hooks play in viral videos?

    <p>They explain why people share and replicate video content.</p> Signup and view all the answers

    What can be inferred about the relationship between user contributions and corporate profit in Web 2.0?

    <p>Corporate platforms retain most of the profit generated.</p> Signup and view all the answers

    Study Notes

    Broadcasting vs. Narrowcasting

    • Broadcasting focuses on mass audiences (everyone), while narrowcasting targets specific groups.
    • Broadcasting's goal is to reach a large audience, often using free advertising to maximize revenue.
    • Broadcasting relies on "least objectionable programming," with broad appeal (e.g., sitcoms, dramas).
    • Narrowcasting focuses on a niche target audience, prioritizing quality over quantity. The goal is to produce content for a specific audience, then sell that audience to advertisers.
    • Narrowcasting, often used by cable channels, uses advertising focused on a desired niche audience to maximize profit from paid advertising.

    Audience Segmentation and Segment Types

    • Audience segmentation divides the audience into meaningful groups to target products and services efficiently.
    • Segmentation types categorize audiences:
      • Geographic: Location (not useful for national brands).
      • Demographic: Categories (gender, race, education, political ID).
      • Lifestyle: Interests and hobbies (travel, sports).
      • Psychographic: Personality, attitudes, and motivations.

    Children & Television

    • Children are viewed as a consumerist target demographic and a vulnerable population needing protection from harmful media.
    • Kids' TV focuses on education and social-emotional curriculum, but also engages children through direct participation and problem-solving (e.g., Dora, Elmo).

    Youth Online Participation (OANs)

    • Online affinity networks (OANs): Grouped around interests, hobbies, or shared experiences.
    • Characterized by:
      • Specialization: Focuses on specific niche interests.
      • Intentionality: Participants choose whether to join or engage, and can leave.
      • Openness: Easy entry, sharing, and discovery of new content.

    Defining Fandom

    • Fandom involves high engagement, close scrutiny of content, social practice, and public display regarding consumer goods and popular culture.
    • Black fandoms have diverse characteristics and expressions.

    Media Globalization & Economics

    • Media globalization involves exporting and importing media with a focus on national consumers.
    • This has complex political, economic, and technological implications, including; opening foreign markets, deregulation of trade, and development of digital networks
    • Several factors hinder the globalization of film, such as import quotas, censorship, and limited cultural acceptance.

    Technology Determinism

    • Technology shapes society by impacting our perceptions, actions, and beliefs, rather than being a passive tool.
    • The “medium is the message” describes how the form of media shapes communication more than its content itself.
    • Technology can enhance our capacities via various channels (e.g., printing press, computers).

    Spatial Convergence (Mobile Media)

    • Mobile technology impacts how we use media and connect with others due in part to location-awareness, which enables activities previously associated with specific locations (e.g., work, home) to occur anywhere.

    User-Generated Content (Web 2.0)

    • Web 2.0 is defined by technology, social interaction, and economic incentives.
    • It encourages creativity, sharing, and production by individuals and is driven by user-generated content (e.g., videos, memes).

    Surveillance

    • Surveillance measures encompass direct measures (e.g., state surveillance) and indirect approaches (reputation/public image management).
    • The increasing capacity of states and corporations to track individual activity necessitates careful consideration in a society.

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    Related Documents

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    Description

    This quiz explores the differences between broadcasting and narrowcasting, two strategies for reaching audiences. It covers audience segmentation and the various types of segments utilized in marketing and media. Test your understanding of how these concepts apply to advertising and content production.

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