Explain audience fragmentation. Is it a good thing or not? What are some positive and negative ...

(Ans. #1)

An ideal response will:
1. Define audience fragmentation as the scattering of audiences across multiple press outlets due to the growth of cable television and the Internet and the subsequent specialization of the media content for those venues.
2. Make a clear argument for why fragmentation is or is not beneficial by illustrating the benefits of fragmentation (diffuses the influence of the media, works against the effects of conglomeration) versus the costs (fragmentation and separation of audiences who cannot understand the issues of others).

(Ans. #2)

An ideal response will:
1. Explain that media bias is the concern that the major media outlets exhibit an ideological slant that affects the content of the news they deliver.
2. Provide an argument as to whether or not the student thinks the media exhibit bias, drawing upon specific examples such as the perceived bias of Fox News, the New York Times, MSNBC, or AM talk radio.
3. Relate this argument and the accompanying examples back to the discussion in the book.

(Ans. #3)

An ideal response will:
1. Define agenda setting as the media helping to determine what topics will become the subject of public debate and legislation by drawing the public's attention to certain issues.
2. Note that while the media can help set the national agenda and spur public discussion, they do not have absolute power and are limited by the nature of the issues and the audience.