Mass Communication Exam

Final Exam

Basics (10%)

Show you understand the core concepts of the course by filling in this table with an example or two of specific media or means of communication in each square. Leave a square blank if, by definition, no example is possible.

 Distinction(20%)

What’s the difference between…?

(explain, and give a brief example of each in each case)

…deceptive advertising and puffery?

…interactive media and social media?

…journalism and newspapers?

…qualitative and quantitative research?

…social marketing and viral marketing?

Short essays (70%)

1.Of the mass communication theories surveyed in chapter 13, name the 3 you would recommend (because of their scope or usefulness or clarity) that all first-year students should study and understand. Explain why for each one.

Which 2 theories or perspectives might you defer to an upper-level course or skip entirely? Explain why for each.

2. Consider recent (this century) interactions between politics and

a.entertainment,

b. advertising,

c. social media.

Identify 2 trends you have observed in each area. Explain why you believe the trends are generally positive or negative.

3.    Using at least 5 clear points of comparison or contrast, clearly distinguish public relations from advertising. Provide a few brief examples of each field.

4.    Recall the material since Midterm Week from the Web Weekend folders.

a.Which 3 items would you recommend keeping for the Spring semester or recommending to a friend? Explain why for each one.

b.Which 2 would you recommend replacing in Spring? Explain why in each case.

5.    Describe 3 serious challenges and 3 genuine opportunities for a college student considering a career in journalism in the early 21^st century.

6.    Using at least 2 references to the textbook and 2 references Web Weekend content, explain what you think are the 2 greatest opportunities and 2 greatest dangers posed by mass or mediated communication in 2020.

7.    Ripped from the headlines. Discuss the influence of mass or mediated communication on the current Covid-19 pandemic. You’re free to note anything from the course that comes to mind but make reference to at least 3 of the topics covered in the second part of the course (such as social media, journalism, strategic communication, media theory, media law, media ethics, politics).

 Bonus! (+5%)

Consider a media industry you might like to work in or might suit someone you know well and like. Cite at least three laws or regulations from chapter 12 that one would need to understand in order to work in this industry. Name and explain at least one ethical issue one would expect to face at some point in this line of work.

• Analyzing a Company's CSR Practices
• Recommendations
• SEO, Search Advertising, and Display Advertising
• Chicken of The Sea Discussion
• Sounds of Marketing
• Google Trends Discussion
• Behavioral Viewpoint
• Benchmark - Three Scenarios of Organizational Change
• Data Analysis Report
• Prepaid National Card