Mass Comm Bachelor of Communication Bachelor of Communication: Digital Media Techniques 4 — Questions and Answers
Question 1: What distinguishes 'earned media' from 'owned media' in a digital communications strategy?
- Earned media is content you pay for; owned media is free
- Earned media is coverage gained organically from third parties; owned media is content you control (Correct answer)
- Owned media refers to social platforms; earned media is your website
- Earned media is measured by impressions; owned media is measured by clicks
Correct answer: Earned media is coverage gained organically from third parties; owned media is content you control
Earned media includes organic press coverage, shares, and reviews generated by others, while owned media is content published on channels the organization directly controls.
Question 2: In UX design for digital media, what is a 'wireframe'?
- A 3D model of a physical product prototype
- A low-fidelity visual blueprint showing layout and structure of a digital interface (Correct answer)
- A fully coded interactive prototype
- A graph showing user engagement over time
Correct answer: A low-fidelity visual blueprint showing layout and structure of a digital interface
A wireframe is a skeletal outline of a webpage or app screen that shows element placement and structure without detailed visual design.
Question 3: What is 'latency' in the context of live digital media streaming?
- The resolution quality of a live stream
- The delay between real-world events and their appearance to the viewer (Correct answer)
- The number of concurrent viewers a stream can support
- The speed at which a video file is compressed
Correct answer: The delay between real-world events and their appearance to the viewer
Latency is the time delay between capturing a live event and when it appears on the viewer's screen, which is critical for interactive live streams like gaming or auctions.
Question 4: Which search engine optimization (SEO) technique involves acquiring links from external websites to your own?
- On-page optimization
- Technical SEO
- Link building (Correct answer)
- Keyword stuffing
Correct answer: Link building
Link building is the practice of earning or acquiring hyperlinks from external sites to your own, which signals authority and improves organic search rankings.
Question 5: In digital animation, what is the 'frame rate' and how does it affect perception?
- The color depth of each frame; higher values produce more vivid animation
- The number of frames displayed per second; higher rates produce smoother motion (Correct answer)
- The file size of each animation frame; lower values load faster
- The resolution of the animation canvas; higher values appear sharper
Correct answer: The number of frames displayed per second; higher rates produce smoother motion
Frame rate (fps) determines how many still images are shown per second; 24 fps mimics film, while 60 fps creates very smooth motion often used in gaming.
Question 6: What is the role of an editorial calendar in a digital content strategy?
- It tracks website loading speed over time
- It schedules and organizes content publication across platforms (Correct answer)
- It monitors competitor social media activity
- It calculates the ROI of digital campaigns
Correct answer: It schedules and organizes content publication across platforms
An editorial calendar helps content teams plan, schedule, and coordinate publishing across channels, ensuring consistency and strategic timing.
Question 7: Which communication theory explains how media exposure can shape audiences' perceptions of social reality over time?
- Uses and Gratifications Theory
- Agenda-Setting Theory
- Cultivation Theory (Correct answer)
- Social Learning Theory
Correct answer: Cultivation Theory
Cultivation Theory, developed by George Gerbner, suggests that long-term media exposure gradually shapes viewers' perceptions of the real world to match media portrayals.
Mass Comm Bachelor of Communication Bachelor of Communication: Digital Media Techniques 4
What distinguishes 'earned media' from 'owned media' in a digital communications strategy?