Your readings in Week 1, in part, describe a common theme of “Media Fragmentation.” Media fragmentation describes a trend to increasing choice and consumption of a range of media for consumers. These choices include more TV channels, radio stations, magazines, more websites. Media fragmentation implies increased difficulty in reaching target audiences. Answer the following questions regarding media fragmentation.
Thinking within the context of a fragmented media, answer the following questions:
A) Does your list of “must have media” reflect your personal values? How?
B) Do you feel that media’s targeting of specific groups for specific content has had adverse effects or our society? Positive effects? Explain and cite examples.
C) Considering the concept of the Digital Divide as you read in this week’s readings, is it problematic that the internet is becoming driven by economic objectives? Explain your answer.
D) After reading 21st Century Communication: A Reference Handbook: Chapter 62: Media Literacy, you read that “media education is a lifelong process.”
Give examples of times that you have become enlightened about media, resulting in increased media literacy. Or, if you have no personal examples discuss what situations might force media literacy.
SAGE Handbook of Media Studies: Chapter 5: Society Culture and Media
Read Chapter 5: Society Culture and Media.
Gale Encyclopedia of E-Commerce: Digital Divide
The digital divide, in the simplest terms, points to an unequal distribution of resources. This article discusses key points of access to emerging technologies.
21st Century Communication: A Reference Handbook: Chapter 62: Media Literacy
This chapter provides definitions and discusses key issues related to media literacy.
The Handbook of Communication Science, Second Edition: Chapter 15: Mass Media Effects
This article discusses the history of and theories on the impact of mass media.
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