Answer four (4) of the eight essay questions with a ... Web viewFor every 50 words you are from the required word count ... political scientist Colin Crouch has proclaimed that the

Running head: ESSAY EXAM ANSWERS – MEDIA 1

Essay Exam Answers – Media

Following the American Psychological Association Style Guide

Name

Professor

ESSAY EXAM ANSWERS – MEDIA 2

Introduction

This exam consists of 8 essay questions in support of the course objectives. Please

answer any four (4) out of the eight (8) questions. Should you answer more than four (4)

questions, only the first four (4) responses will be graded. Each essay question response is worth

25 points for a total of 100 points for the Final Exam. The final exam is worth 20% of your final

grade. Be sure you organize your response covering all the aspects of the question.

Answer four (4) of the eight essay questions with a minimum of 500 words and no more than

550 words. Essay responses shorter than 500 words will receive deductions based on the number

of words below the requirement. The farther from the designated length, the higher the

deduction. For every 50 words you are from the required word count, expect a 10% (or letter

grade) penalty. Direct quotes and references do not count toward the word count total. Please

keep direct quotes to a minimum. Your response should be at least 90% original thought. I

expect to see analysis and synthesis of ideas in your essays -- not just a manipulation of direct

quotes with your words spliced in between.

5. Essay questions – Cite references in APA format. The response is based on you, your analysis,

what you have learned, and how it impacts your professional and educational life.

a. Include a minimum of TWO (2) scholarly references or professional source in support of your

answer for each essay.

b. Examples of professional resources include: Trade Journals, Industry Conference proceedings

or white papers. Do not use unprofessional sources such as Wikipedia, About.com,

Answers.com, Dictionary.com, or anything remotely similar. These sources do not add

credibility to the information you submit. Examples of scholarly sources include: our course

Read & Watch content, journals, and textbooks. If you are unsure about the credibility of the


source you are using, please contact me for guidance.

6. Proofread your work for readability, spelling, and grammar.

7. Double Space

8. Include the proper APA citation of your source in the body of each essay and reference(s) at

the end of each essay. UMUC APA guide:

http://www.umuc.edu/library/libhow/apa_examples.cfm

9. Save your work often during your research and responses.

Essay Questions


1. Discuss how Digital Media has transformed how organizations advertise and market their

products and services. Include a historical (before and after the digital media) and global

perspective (include discussion of the US and at least two additional countries). Include whether

the change has been positive, negative, or both. Support your discussion with reliable sources.

Digital Media and Advertising


Name

Professor


Introduction

In addition to their attaching commercials to existing viral videos, advertisers are

increasingly producing their own viral videos, with advertisements embedded therein. For

example, Ford Motor Company recently created a marketing campaign wherein owners of the

company's Fiesta brand urged viewers who had purchased the vehicles to document their

experiences via video. These videos were clearly advertisements, thinly veiled as personal

videos. Sites like YouTube, Facebook, Google and others added these entertaining videos,

without a single charge to the company behind them.

The Fiesta marketing campaign raises an interesting point about the convergence of

multimedia advertising with popular internet video websites. Traditional product placement

campaigns involve the purchase of air time on the media in question. However, multimedia

(specifically, web-based) advertising is not as clear-cut. Google, YouTube and others do not

receive any money from such campaigns as the Fiesta effort since they do not require members

to pay in kind. In economically challenging times, such conditions greatly benefit the

corporations but not necessarily the site that broadcasts their advertisements ("Why free-ride,"

2009). In response, many such providers are entering into arrangements with many large

corporations in order to ensure their financial viability.

Cellular Technology

Since its introduction in the late 1980s, cellular technology has undergone an

extraordinarily quick evolution. Devices shrank in size while ranges of coverage increased

rapidly. As the technology grew in capability and popularity, so too did the consumer's need for

its continuing evolution. Soon, cell phones became integrated mobile offices of sorts, combining

telephone, internet, e-mail and schedules. Even videos, music, cameras, global positioning


systems and other systems have become increasingly commonplace in the device whose original

purpose was simply to make mobile calls possible without the use of a telephone booth.

That evolution has intensified with the introduction new mobile technologies. Traditional

cellular technology has been rendered obsolete by digital mobile devices and advanced digital

networks. Again, advertisers are evolving with such technological advances, looking to take

advantage of the growing number smartphone users to market their own products. Application

software (programs that enable the user to access e-mail, obtain traveling directions, search the

web and other activities) has become another arena in which companies are seeking to market

their products and services.

Conclusion

New multimedia vehicles meant that advertisers could market their products in a far more

personalized manner than ever before ("Technology is changing," 2001).

Multimedia has helped advertisers place their products in the public eye in newer and

more cost-effective ways. Through product placements found in video and online computer

games, viral videos and the latest in cellular technologies, marketers are reaching their targeted

consumers on levels that television, print and radio media have never reached.

Because it helps advertisers directly interact with their preferred demographics,

multimedia product placement has also proven to be a cost-effective vehicle. In times of

recession and economic uncertainty such as that which enveloped the global economy in 2008,

this benefit has become even more salient for companies looking to weather the storm and is

illustrative of the long-connected relationship between technology and efficient product

placement.


References

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Cooper, L. (2013). IT'S BUSINESS NOT AS USUAL IN NEW ERA OF CONTENT. Marketing

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In-game advertising to become billion dollar business. (2009, May 26). Retrieved May 6, 2017

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billion -dollar-business-$1298511.htm

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http://www.telegraph.co.uk/scienceandtechnology/technology/

technologynews/5312188/In-game-advertising-is-a-massive-market.html

Internet Movie Database. (2009). 2001: A Space Odyssey. Retrieved May 6, 2017 from

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Kaplan, D. (2009, May 10). Thomson Reuters launches BlackBerry, iPhone apps; first big step in

$1 billion multimedia investment. Retrieved May 6, 2017 from PaidContent.org.

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apps-first-big-step-in-1-bil/

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RCRD

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2. How has Digital Media influenced (or changed) the field of education? Include a historical

(before and after the digital media) and global perspective (include discussion of the US and at

least two additional countries). Include whether the change has been positive, negative, or both.

Support your discussion with reliable data. Support your discussion with reliable sources.

Digital Media and Education


Name

Professor


Introduction

Of course, as society enters the digital age and becomes more dependent on information,

new forms of inequality are arising, too. Just as the transformation of medieval society into the

Gutenberg Galaxy necessitated that people learn to read, those who would not or could not

acquire those skills sooner or later became a social underclass. This will also happen with those

who do not learn to effectively use mass media technologies like the Internet. As a result, they

will likely end up on the losing side of the so-called digital "divide."

Similarly, the digitalization of information and the progress of technology in mass media

have caused older forms of the mass media to enter an age of decline. The traditional newspaper

is losing its audience as ever more readers get their news online. For new outlets, this

development has caused them to lose profits on the one hand and to develop an Internet presence

on the other.

With the latest technological innovations, it has become possible for people in nearly any

location to record images and sound and even writes comments. Information, even news

information, can be created by anyone with access to the right tools and send into the global data

stream where, again, anyone with the right tools can access it. In effect, everyone has the

potential to become an I-reporter, able to create content distributed through mass-media

channels.

This would seem to be a realization of Andy Warhol's famous quip that, "In the future

everyone will be famous for fifteen minutes." At the same time, though, as the mass of content

produced and distributed inflates, the number of actual receivers of each contribution deflates,

raising the question of where the mass is in these media.


Rise of Celebrities

Yet, with the expansion of mass media, the number of celebrities has risen. Today,

celebrities are ranked on A, B, and C lists, and while I-reporters often help "make" these

celebrities in the first place, they also often disregard the most basic rights of privacy. The classic

paparazzo is increasingly being replaced by an army of amateur I-reporters who, instead of

selling their pictures and footage to news organizations, post them directly on the web. The

contents of these photos and videos very often jeopardize the security of personal information,

and, overall, the effect has been the advent of a post-privacy society. In another ethically fraught

issue, these same developments in mass media technology can be used for surveillance purposes.

Conclusion

The socio-critical aspect of these developments lies in the question of who controls the

technology and the channels of information. In an economy that increasingly rests on the flow of

information, access to mass media technology and control over the distribution of content

through media channels have become crucial foci of power. If the powers of access and

regulation rest in the hands of the same entities that produce media technology or content (such

as the owners of major news corporations), then the mass media may prove to be

counterproductive to freedom and democracy. Indeed, political scientist Colin Crouch has

proclaimed that the information age has created a society in a state of post-democracy (2004).


References

Baudrillard, J. (1983). Simulations. Los Angeles, CA: Semiotext(e).

Beck, U. (2006). Power in the global age: A new global political economy. Cambridge: Polity

Press.

Beck, U., Giddens, A., & Lash, S. (1994). Reflexive modernity. Cambridge: Polity Press.

Bolin, G. (2012). The labor of media use. Information, Communication & Society, 15(6), 796–

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Bourdieu, P. (1986). The forms of capital. In J. C. Richardson (Ed.), Handbook of theory and

research in the sociology of education (pp. 241-58). New York: Greenwood.

Crouch, C. (2004). Post-democracy. Oxford: Polity Press.

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"opfer"-semantic and the genesis of the "opfer"-/survivor-narrative in the current German

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3. How has Digital Media influenced (or changed) politics (election campaigning, public

opinion, law passing)? Include a historical (before and after the digital media) and global

perspective (include discussion of the US and at least two additional countries). Include whether

the change has been positive, negative, or both. Support your discussion with reliable data.

Digital Media and Politics


Name

Professor


Introduction

Stephanie Hawkins (2005) cites a 2003 study by C. Ann Hollifield and Joseph F.

Donnermeyer that supports the NTIA understanding of access, but the authors argue that it

actually depends on the specific type of access available to a person, and that the lower-cost,

modem dial-up Internet technology will not close the divide. Hawkins notes that many

researchers have pointed out that lack of ICT infrastructure causes rural citizens to face what is

essentially a digital divide. The NTIA and the US Rural Utilities Service (RUS) released a report

on broadband services that supports this point of view. According to the report, an Internet

infrastructure with a higher data transfer rate must be developed in rural areas, which means

"access merely to telephone services will no longer adequately connect people to the information

economy" (Hawkins, 2005, p. 175). This seems quite likely true if we consider the data transfer

requirements for much of the present "Web 2.0" technology. Most of today's interactive website

technology cannot be effectively delivered through an old 56k modem because the amount of

data is too great for the low transfer rate. Web 2.0 needs support from broadband architecture,

and in the future the need for high-speed broadband connection on the Internet will only

increase. Thus, there is a divide between those with broadband access and those accessing the

Internet through traditional telephone lines. To access the exponentially increasing amount of

content on the Web, "it will be increasingly important in the coming years to have broadband

access capable of carrying large amounts of data" ("The Digital Divide," 2001, 13). The same

NTIA/RUS report also asserted that broadband service in rural areas has an uncertain future

because rural economies cannot pay for the costly construction. The report proposes that

broadband services could be supplied to rural communities via satellite in the future, but

Hawkins points out that, "satellite manufacturers and deploying companies are currently facing


financial difficulties of their own" (Hawkins, 2005, p. 175). In its eighth Broadband Progress

Report, released in 2012, the Federal Communications Commission found that 100 million

American live in areas where broadband is available but they are not subscribers because they

cannot afford a monthly Internet-access subscription. An additional nineteen million Americans

have no option to buy fixed broadband service. A growing number of Americans rely on

smartphones for Internet access, but phones fall short of the ease of use and functionality offered

by a computer with Internet access.

The costly building of broadband infrastructure in rural America is creating a digital

divide that puts rural communities at economic disadvantage at present and for the future. The

lack of rural broadband infrastructure is entirely economic. As Hawkins and other researchers

point out, "Internet service providers (ISPs) and Internet technologies (e.g., digital subscriber

lines [DSLs], cable modems, telephone cables, broadband, and satellites) exist in those areas

where there is a strong demand and providing such services is economically viable" (Rowe,

2003, cited in Hawkins, 2005, p. 174). Market economies function according to a fundamental

principle of economic viability. Hawkins notes that rural North America is on average much

poorer than urban North America, and is also sparsely populated, so it is understandable that a

lower percentage of the population has computers and that a broadband Internet infrastructure is

slow to develop in these places (Hawkins, 2005, p. 174).


References

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10. Retrieved May 6, 2017 from EBSCO online database, Business Source Premier.

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Chen, W. (2013). The implication of social capital for the digital divides in America. Information

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4. How has Digital Media influenced (or changed) the legal field? Discuss legislation that has

evolved from a need to address the proliferation of digital media. Include a discussion of

copyright, fair use, privacy, and any other appropriate topics. Include a historical (before and

after the digital media) and global perspective (include discussion of the US and at least two

additional countries). Include whether the change has been positive, negative, or both. Support

your discussion with reliable data.

Digital Media and the Legal Field


Name

Professor


Introduction

An RFID device known as the VeriChip personal identification system was developed for

use in humans. The VeriChip tag was designed to be implanted into the human body to store

certain personal and medical information. In 2004, the Food and Drug Administration ("FDA")

approved VeriChip's use in the United States for certain medical applications, such as to confirm

the identity of unconscious patients and to retain information about a person's blood type,

allergies, prescription drug use, and medical conditions. Although the device was later

discontinued, it served as a key example of the possibilities of RFID technology.

While RFID technology offers manufacturers and retailers many benefits for monitoring

the use and consumption of products, privacy advocates have raised concerns about the

proliferation of the devices. These advocates argue that RFID technology enables corporations to

gain a glimpse into the personal world of consumers in ways that are unprecedented. RFID

manufacturers have argued that most items that are tagged with the devices cannot be tracked

once the item travels beyond the scope of the signal receiver, which is often as limited as a few

feet. However, advances in technology suggest that this will not always be the case. As

manufacturers and retailers push for better knowledge of consumers' purchasing habits, as people

travel the globe with the desire for health care providers to have immediate access to their

medical history in case of an emergency, and as individuals continue to push for regulations to

protect their privacy, the issues that are created by the rise in electronic tracking devices will

continue to challenge courts and lawmakers.


Electronic law is the study of the intersection of many important, cutting edge areas,

including technology, privacy, security, information science, research and development, and the

law. Because the electronic environment is constantly changing and advancing, the laws,

statutes, and regulations that govern electronic commerce, communication and information are

also being challenged, revised, and reconsidered to reflect and accommodate innovations and

competing interests. While courts and lawmakers must labor to build the body of law to regulate

the electronic world, important preliminary considerations must also be settled such as

jurisdiction, the scope and elements of cybercrimes, and the extent of criminal liability that arises

from certain electronic activities. In addition, the advancement of electronic communication and

commerce has raised significant questions about how to preserve and protect basic rights such as

privacy and intellectual property protections while ensuring that law enforcement officials and

government agencies are able to access the information they need to investigate criminal

activities and provide security. As courts and legislators struggle to develop appropriate

electronic laws, they must confront factors such as whether to tax Internet or other e-commerce

transactions and the rapid growth of electronic commerce and new technologies that challenge

the existing legal framework. There are technologies and activities that are already challenging

the sufficiency of current electronic law such as electronic tracking devices, financial records

regulations, and the proliferation of unsolicited e-mail messages. The scope of electronic law has

only begun to develop. Electronic law is one of the most dynamic and exciting areas of the legal

system, and is a gauge of the pulse of the nation's response to and incorporation of advancements

in electronic information and commerce.


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Answer four (4) of the eight essay questions with a ... Web viewFor every 50 words you are from the required word count ... political scientist Colin Crouch has proclaimed that the