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Describe a common theme of “Media Fragmentation.” Media fragmentation describes a trend to increasing choice and consumption of a range of media for consumers.

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.           After studying the assigned reading The Handbook of Communication Science, Second Edition: Chapter 15: Mass Media Effects, considering one of the five categories of media effect theories mentioned in the article (learning, socialization, selective exposure, selective presentation, and perceived effects—remember, these are the categories, not the names of the theories themselves) identify one of the theories listed in the article and answer the following questions or prompts. A) Does media directly influence individuals? Explain your answer B) Which of the mass communication theories do you feel most accurately portrays your media experiences? Why? Be sure to provide an example that supports your opinion. C) How involved should the government be in protecting us from media effects? Where do you draw the line between free speech and indecency? Is censorship ever warranted? Make in text citations where necessary, and cite any outside sources that you use. Submit your response in the file submission area for this assignment. If you choose to “add a file” by attaching a MSWord or PDF document, please also copy and paste your response into the comments area.

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