rtv2100 exam2

What were the characteristics of traditional mass media in the 20th century?

Expensive, produced for general audiences, limited channels, and controlled by gatekeepers like editors and corporations.

Who were the gatekeepers in traditional media?

Editors, publishers, and media corporations.

How has media production changed in the digital era?

It's cheap and accessible—anyone can publish content.

What are some characteristics of new digital media?

Less gatekeeping, high interactivity, content from many sources, and the rise of second-screen multitasking.

What is media literacy?

The ability to access, analyze, evaluate, and create media content.

What are the four key questions to ask for media literacy?

Is it credible? Accurate? Recent? Objective?

Define misinformation.

False information shared without intent to harm.

Define malinformation.

True information shared to cause harm.

Define disinformation.

False information shared with the intent to deceive.

List 3 tips to avoid misinformation.

1. Consider the source.

2. Check the author and supporting sources.

3. Verify with experts.

What is surveillance capitalism?

The practice of profiting from personal data (e.g., GPS, cookies, app use) to predict and influence user behavior.

Why is TikTok a concern in terms of surveillance capitalism?

It may allow foreign access to personal data, raising national security concerns.

What does SEO stand for?

Search Engine Optimization.

What are key components of SEO?

Keywords, links, headings, and relevance.

What is UX?

User Experience—how users feel interacting with a product or site.

What makes for good UX?

Intuitive design, usefulness, and a satisfying user journey.

What is UI?

User Interface—the visual elements users interact with (buttons, menus, layouts).

How does online writing differ from traditional writing?

Online writing uses shorter paragraphs, strong headlines, visuals, and links.

What are the 3 R’s of good writing online?

Reader-centered, Readable, and Right.

What are the steps in designing good UX?

1. Research
2. Prototyping
3. Testing
4. Iteration
5. Launch
6. Evaluate
7. Repeat

What are the three steps of user-centered design?

1. Identify who the users are
2. Identify what they want to accomplish
3. Constantly assess 1 and 2

Why can’t you please everyone in UX design?

You can either create multiple products for different users or one that fits most—optimizing for all is impossible.

Name 5 essential skills for working in social media.

1. Creativity and brand voice
2. Technical skills
3. Writing
4. Data analysis
5. AI/VR/AR knowledge

Why should brands engage on social media?

To humanize the brand and build personal relationships with the audience.

List 6 social media job roles.

Social media management, community management, metrics, advertising, Chief Social Officers, Chief Social Media Officers

How do government officials use social media?

To provide information to constituents quickly via multiple platforms.

How do journalists use social media?

Report in real time, build their brands, and find stories.

7 Tips for Writing for X (formerly Twitter)

1. Engage – Interact with profiles in your niche

2. Be brief – Get to the point quickly

3. Use hashtags – Add trending and relevant ones

4. Add visuals – Boost engagement

5. Talk with, not at – Be conversational

6. Be funny if you are funny – Use humor wisely

7. Be viral – Use emotional, shareable content

What should you check before posting on X?

Name spelling, correct links, correct handles, autocorrect errors

What’s the best rule to follow before posting?

Ask: “Do I need to post this?”

What skills are important for digital branding?

Photo/video editing, office tools, HTML/coding, analytics

How should a website support your brand?

It should include social media links and act like an online resume.

What makes a good resume entry?

Show how you improved outcomes—sales, views, impressions.

What’s an elevator pitch?

A short, compelling statement of why someone should care about what you have to say.

Tips to Improve Your Social Media Brand

1. Use the same profile pic

2. Consistent handles

3. Be discoverable with keywords

4. Fill all fields

5. Cross-promote

6. Build trust

7. Pin your best content