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Question 13 - 16 are based on the following passage.
In recent years, the amount of money spent on advertising has skyrocketed. Expenditures on advertising totaled 40 billion dollars in 1970, 56 billion dollars in 1980, and a staggering 110 billion dollars by 1988, representing more than two percent of the gross national product of the United States. Furthermore, corporations a e spending more and more money on design, display, packaging, and marketing. While exact figures are not available, conservative estimates indicate that in 1988 businesses spent at least as much on these areas as they did on advertising. Among advertisers, it has become accepted wisdom that in a highly competitive market, corporations must spend more and more money on researching target consumers, attractive packaging and display, and compelling promotional activities.
The prodigious amount of money spent on the sales effort has generated some negative consequences. Because of the oversaturation of the market and he struggle for consumers' limited attention, the recent trend has been towards the concentration of power in a small number of giant corporations. Problematically, the monopolization of media capital has led to a situation in which many of the key producers of consumer goods also control the media through which their products are advertised. These conglomerates tend to have limited interests, which results in a restriction of the types of media content and information delivered to the erage media Consumer.
The concentration of advertising power in the hands of a number of large corporations grants these leviathans a high degree of influence over popular culture and society While it is traditionally assumed that mass media content is designed for consumers, it is perhaps more accurate to say that the media content is actually geared towards the needs of advertisers. Consider that in 1981 newspapers and magazines brought in 30 billion dollars from their advertisers and a mere 7 billion dollars from their customers. This disparity in income shows who in fact the purveyors of media content are truly beholden to.
Based on information in the passage, it can be inferred that the author of the passage would be most likely to agree with which of the following statements?
Based on information in the passage, it can be inferred that the author of the passage would be most likely to agree with which of the following statements?
Advertisers have more control over popular culture than they have ever had in the past.
One adverse result of the increase in advertising has been the limiting of knowledge available to the typical citizen.
There are no positive consequences of the concentration of media capital.
If companies spent less money on advertising and marketing, media monopol ization would not occur.
Media companies do not consider the interests of their customers.
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D. Putri
Master Teacher
Mahasiswa/Alumni Universitas Negeri Yogyakarta
Pembahasan
Jawaban yang benar adalah B. Soal menanyakan "Berdasarkan informasi pada teks, dapat disimpulkan bahwa penulis akan setuju dengan pernyataan yang mana?". Untuk menjawab pertanyaan perlu mencocokan pernyataan pada opsi jawaban dengan informasi pada teks. Pernyataan A tidak sesuai, karena pada teks tidak dicantumkan kontrol terhadap budaya populer. Pernyataan B sesuai, didukung oleh kalimat "These conglomerats tend to have limited interests, which result in a restriction of the types of media content and information delivered to the average media consumer." (Paragraf 2). Pernyataan C kurang sesuai, karena tidak disebutkan bahwa tidak ada konsekuensi positif konsentrasi media kapital. Pernyataan D tidak sesuai, karena pada teks tidak dinyatakan uang sebagai satu-satunya penyebab monopoli media. Pernyataan E tidak sesuai, karena tidak disampaikan bahwa perusahaan tidak mempertimbangkan kepentingan konsumen. Jadi, jawaban yang benar adalah B. Catatan: terdapat typo pada paragraf pertama "..., corporations a e spending ..." seharusnya "..., corporations are spending ..."
Jawaban yang benar adalah B.
Soal menanyakan "Berdasarkan informasi pada teks, dapat disimpulkan bahwa penulis akan setuju dengan pernyataan yang mana?".
Untuk menjawab pertanyaan perlu mencocokan pernyataan pada opsi jawaban dengan informasi pada teks.
Pernyataan A tidak sesuai, karena pada teks tidak dicantumkan kontrol terhadap budaya populer.
Pernyataan B sesuai, didukung oleh kalimat "These conglomerats tend to have limited interests, which result in a restriction of the types of media content and information delivered to the average media consumer." (Paragraf 2).
Pernyataan C kurang sesuai, karena tidak disebutkan bahwa tidak ada konsekuensi positif konsentrasi media kapital.
Pernyataan D tidak sesuai, karena pada teks tidak dinyatakan uang sebagai satu-satunya penyebab monopoli media.
Pernyataan E tidak sesuai, karena tidak disampaikan bahwa perusahaan tidak mempertimbangkan kepentingan konsumen.
Jadi, jawaban yang benar adalah B.
Catatan: terdapat typo pada paragraf pertama "..., corporations a e spending ..." seharusnya "..., corporations are spending ..."
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