According to a mobiThinking.com report on global mobile statistics, as of February 2013, 96.2 percent of the world's population has a subscription to mobile cellular service. As an average, that means that almost everyone in the world has a mobile phone! Even for the region with the lowest use level in the study, the market saturation is just over 63 percent. In highly developed nations, the saturation is well over 100 percent, meaning that people have more than one mobile phone service.

Even though most of the world's population has mobile service, it doesn't mean that an organization can blast a call or message to everyone, though it might be technically possible. In addition to laws that prohibit this type of communication, phone conversations are still one-to-one (or one-to-few with conference calling) connections.

As well, text messages, even though they can technically be broadcast to millions, cannot legally be sent unless the mobile subscriber opts in to receive. So, in one sense, text message campaigns could be classified as mass media since they are a one-to-many communication. But due to the opt-in nature of these campaigns, the mass that they reach will be limited.

That being said, there is no doubt that mass media communications delivered via mobile devices, particularly through mobile apps and push notifications (alert messages that pop up on a mobile device screen), will become a primary delivery system of the future.

Similarly, email is often a one-to-many communication, particularly for communications such as email marketing and newsletters. Like text messaging and cell phone calls, a person must share an email address (opt-in) in order to receive messages. Broadcasting to the masses without permission violates the Federal Trade Commission's CAN-SPAM Act. As with mobile text messages, email can be a mass media communication but will be limited.

(Adapted from https://toughnickel.com/)

Question 35: Which of the following best serves as the title for the article?

A. Are Mobile Phones and Email Mass Media?

B. Mobile Phones versus Email in Competition to be Mass Media

C. How to use Mobile Phones as Mass Media

D. When can Email Become Mass Media?

Question 36: Blasting a call or message to everyone is ______.

A. technically possible                               B. legal

C. technically impossible                           D. old-fashioned

Question 37: The word “that” in paragraph 2 refers to ______.

A. this type             B. laws                        C. conversations         D. connections

Question 38: Why are text message campaigns not be called mass media?

A. They are one-to-one communication     B. It’s due to the opt-in nature.

C. They have no subscribers.                     D. The mass they reach is limited.

Question 39: The word “opts in” in paragraph 3 most probably means ______.

A. deliver               B. extend                    C. submit                    D. agree

Question 40: What type of communication can emails be classified?

A. many-to-one      B. one-to-few              C. one-to-many           D. few-to-one

Question 41: Which of the following is TRUE, according to the article?

A. The global market saturation of mobile phone is 63%.

B. Phone can allow connections to lots of people at the same time.

C. Mass media communications could not be delivered via mobile devices.

D. The CAN-SPAM Act does not allow broadcasting to the masses without permission.

Question 42: The word “violates” in paragraph 5 is closest in meaning to ______.

A. qualifies             B. complies                 C. defies                     D. denies

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