The Role of Media

Absolute neutrality or objectivity is impossible to achieve.

• True

• False

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CCSS.RL.5.6

These are two key points that affect how we process information:

• The quality of online news and information we consume.

• When our focus and attention are limited, we miss important things.

• Most people have a tendency to seek evidence that affirms their existing ideas and beliefs and to avoid or ignore information that contradicts them.

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How do commercial news sources make money?

• Selling time or space to advertisers.

• Making the news as exciting and fast paced as possible.

• Reporting news that affects the most number of people.

• All of the above.

Media do not present simple reflections of external reality; they present productions, which have specific purposes.

• True

• False

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Why do media have 'commercial implications'?

• Producers use marketing tecniques that cost them a lot of money and time to increase customer satisfaction.

• Media production is a business and must make a profit.

• Media content makes viewers targets for advertisers and organizes them into marketable groups.

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Images have more power than the accompanying text, rendering the decisions that news organizations must make about images.

• True

• False

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"Audiences negotiate meaning" means that ...

• Audiences should take away same meanings from the same product.

• Individual factors, such as age, gender, race and social status do not affect our interpretations of media.

• We all bring our own experience to media we encounter.

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Media have great influence on politics and on forming social change because ...

• Producers use the Internet and social media for surveillance and propaganda and to distract voters from politics.

• They convey ideological messages that may be the result of unconscious biases and unquestioned assumptions.

• They hide potentially harmful information.

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CCSS.RL.5.6

When you hear the phrase "the media," usually it is referring to ...

• The sources of our news and information about current events.

• A method of communicating information, entertainment, or other messages.

• The plural form of the word medium.

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In its role as gatekeeper, the media decides ...

• The way to stay informed about what our government is doing.

• The methods of communicating with other people.

• Which stories and issues are important enough to receive public attention and which aren't.

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