Question 1

According to John Fiske, which theory accounts for the popularity of some media texts?

Accepted Answer

A)  polyester 
B)  polysemy 
C)  polygamy 
D)  polyvalence 
A)  polyester 
B)  polysemy 
C)  polygamy 
D)  polyvalence B

Question 2

MATCHING
-decoding

Accepted Answer

A)  theory that suggests media messages have long-term influence 
B) the construction of a meaningful message 
C) theory that suggests opinion leaders mediate media messages 
D) set of rules that govern the use of visual and linguistic signs 
E) theory that sees audiences as helpless to resist media messages
F)theory that explains why people engage with the media they do
G)many meanings
H)qualitative research method based upon direct observation
I)deciphering the meaning of a message
J)many values 
A)  theory that suggests media messages have long-term influence 
B) the construction of a meaningful message 
C) theory that suggests opinion leaders mediate media messages 
D) set of rules that govern the use of visual and linguistic signs 
E) theory that sees audiences as helpless to resist media messages
F)theory that explains why people engage with the media they do
G)many meanings
H)qualitative research method based upon direct observation
I)deciphering the meaning of a message
J)many values I

Question 3

Define the concept of polysemy. Identify and explain the four factors that, according to Celeste Condit, limit audience members' abilities to produce polysemic readings. Identify and explain the three major types of polysemy according to Leah Ceccarelli.

Accepted Answer

Polysemy is the concept of a word or phrase having multiple meanings or interpretations. This can occur when a word has different senses or connotations, or when it is used in different contexts to convey different ideas.

According to Celeste Condit, there are four factors that limit audience members' abilities to produce polysemic readings. These factors include linguistic constraints, cognitive constraints, social constraints, and cultural constraints. Linguistic constraints refer to the limitations of language itself, such as the ambiguity of certain words or the lack of vocabulary to express certain concepts. Cognitive constraints involve the limitations of individual audience members' cognitive abilities, such as their knowledge, experience, and ability to process complex or abstract ideas. Social constraints refer to the influence of social norms, values, and power dynamics on how meanings are constructed and interpreted. Cultural constraints involve the impact of cultural beliefs, practices, and traditions on the interpretation of messages.

Leah Ceccarelli identifies and explains three major types of polysemy. These include lexical polysemy, which refers to the multiple meanings of individual words; structural polysemy, which involves the multiple meanings that can be derived from the structure or organization of a message; and contextual polysemy, which arises from the influence of specific contexts or situations on the interpretation of a message. Each type of polysemy contributes to the complexity and richness of communication, allowing for diverse and nuanced interpretations of messages.

Question 4

Which traditional view of audiences suggests that media messages are filtered through opinion leaders?

Accepted Answer

A)  hypodermic needle 
B)  two-step flow 
C)  cultivation analysis 
D)  uses and gratifications 
A)  hypodermic needle 
B)  two-step flow 
C)  cultivation analysis 
D)  uses and gratifications

Question 5

MATCHING
-uses & gratifications

Accepted Answer

A)  theory that suggests media messages have long-term influence 
B) the construction of a meaningful message 
C) theory that suggests opinion leaders mediate media messages 
D) set of rules that govern the use of visual and linguistic signs 
E) theory that sees audiences as helpless to resist media messages
F)theory that explains why people engage with the media they do
G)many meanings
H)qualitative research method based upon direct observation
I)deciphering the meaning of a message
J)many values 
A)  theory that suggests media messages have long-term influence 
B) the construction of a meaningful message 
C) theory that suggests opinion leaders mediate media messages 
D) set of rules that govern the use of visual and linguistic signs 
E) theory that sees audiences as helpless to resist media messages
F)theory that explains why people engage with the media they do
G)many meanings
H)qualitative research method based upon direct observation
I)deciphering the meaning of a message
J)many values

Question 6

According to Celeste Condit, which of the following is NOT a limitation of polysemy?

Accepted Answer

A)  access to dominant codes 
B)  ratio of work to pleasure 
C)  repertoire of available texts 
D)  the historical occasion 
A)  access to dominant codes 
B)  ratio of work to pleasure 
C)  repertoire of available texts 
D)  the historical occasion

Question 7

MATCHING
-cultivation analysis

Accepted Answer

A)  theory that suggests media messages have long-term influence 
B) the construction of a meaningful message 
C) theory that suggests opinion leaders mediate media messages 
D) set of rules that govern the use of visual and linguistic signs 
E) theory that sees audiences as helpless to resist media messages
F)theory that explains why people engage with the media they do
G)many meanings
H)qualitative research method based upon direct observation
I)deciphering the meaning of a message
J)many values 
A)  theory that suggests media messages have long-term influence 
B) the construction of a meaningful message 
C) theory that suggests opinion leaders mediate media messages 
D) set of rules that govern the use of visual and linguistic signs 
E) theory that sees audiences as helpless to resist media messages
F)theory that explains why people engage with the media they do
G)many meanings
H)qualitative research method based upon direct observation
I)deciphering the meaning of a message
J)many values

Question 8

MATCHING
-two-step flow

Accepted Answer

A)  theory that suggests media messages have long-term influence 
B) the construction of a meaningful message 
C) theory that suggests opinion leaders mediate media messages 
D) set of rules that govern the use of visual and linguistic signs 
E) theory that sees audiences as helpless to resist media messages
F)theory that explains why people engage with the media they do
G)many meanings
H)qualitative research method based upon direct observation
I)deciphering the meaning of a message
J)many values 
A)  theory that suggests media messages have long-term influence 
B) the construction of a meaningful message 
C) theory that suggests opinion leaders mediate media messages 
D) set of rules that govern the use of visual and linguistic signs 
E) theory that sees audiences as helpless to resist media messages
F)theory that explains why people engage with the media they do
G)many meanings
H)qualitative research method based upon direct observation
I)deciphering the meaning of a message
J)many values

Question 9

According to Celeste Condit, which theory best accounts for how audiences can agree on the meaning of a text, but judge the social worth of that meaning differently?

Accepted Answer

A)  polyester 
B)  polysemy 
C)  polygamy 
D)  polyvalence 
A)  polyester 
B)  polysemy 
C)  polygamy 
D)  polyvalence

Question 10

MATCHING
-polyvalence

Accepted Answer

A)  theory that suggests media messages have long-term influence 
B) the construction of a meaningful message 
C) theory that suggests opinion leaders mediate media messages 
D) set of rules that govern the use of visual and linguistic signs 
E) theory that sees audiences as helpless to resist media messages
F)theory that explains why people engage with the media they do
G)many meanings
H)qualitative research method based upon direct observation
I)deciphering the meaning of a message
J)many values 
A)  theory that suggests media messages have long-term influence 
B) the construction of a meaningful message 
C) theory that suggests opinion leaders mediate media messages 
D) set of rules that govern the use of visual and linguistic signs 
E) theory that sees audiences as helpless to resist media messages
F)theory that explains why people engage with the media they do
G)many meanings
H)qualitative research method based upon direct observation
I)deciphering the meaning of a message
J)many values

Question 11

Which concept best accounts for polysemy that is intentionally created by a media producer?

Accepted Answer

A)  resistive reading 
B)  strategic ambiguity 
C)  hermeneutic depth 
D)  subliminal messages 
A)  resistive reading 
B)  strategic ambiguity 
C)  hermeneutic depth 
D)  subliminal messages

Question 12

According to Stuart Hall, what is the most common mode of decoding?

Accepted Answer

A)  generic 
B)  dominant 
C)  negotiated 
D)  oppositional 
A)  generic 
B)  dominant 
C)  negotiated 
D)  oppositional

Question 13

MATCHING
-code

Accepted Answer

A)  theory that suggests media messages have long-term influence 
B) the construction of a meaningful message 
C) theory that suggests opinion leaders mediate media messages 
D) set of rules that govern the use of visual and linguistic signs 
E) theory that sees audiences as helpless to resist media messages
F)theory that explains why people engage with the media they do
G)many meanings
H)qualitative research method based upon direct observation
I)deciphering the meaning of a message
J)many values 
A)  theory that suggests media messages have long-term influence 
B) the construction of a meaningful message 
C) theory that suggests opinion leaders mediate media messages 
D) set of rules that govern the use of visual and linguistic signs 
E) theory that sees audiences as helpless to resist media messages
F)theory that explains why people engage with the media they do
G)many meanings
H)qualitative research method based upon direct observation
I)deciphering the meaning of a message
J)many values

Question 14

Which traditional view of audiences sees audiences as helpless to resist media messages?

Accepted Answer

A)  hypodermic needle 
B)  two-step flow 
C)  cultivation analysis 
D)  uses and gratifications 
A)  hypodermic needle 
B)  two-step flow 
C)  cultivation analysis 
D)  uses and gratifications

Question 15

MATCHING
-hypodermic needle

Accepted Answer

A)  theory that suggests media messages have long-term influence 
B) the construction of a meaningful message 
C) theory that suggests opinion leaders mediate media messages 
D) set of rules that govern the use of visual and linguistic signs 
E) theory that sees audiences as helpless to resist media messages
F)theory that explains why people engage with the media they do
G)many meanings
H)qualitative research method based upon direct observation
I)deciphering the meaning of a message
J)many values 
A)  theory that suggests media messages have long-term influence 
B) the construction of a meaningful message 
C) theory that suggests opinion leaders mediate media messages 
D) set of rules that govern the use of visual and linguistic signs 
E) theory that sees audiences as helpless to resist media messages
F)theory that explains why people engage with the media they do
G)many meanings
H)qualitative research method based upon direct observation
I)deciphering the meaning of a message
J)many values

Question 16

According to Stuart Hall, 'perfectly transparent communication' is related to which mode of decoding?

Accepted Answer

A)  generic 
B)  dominant 
C)  negotiated 
D)  oppositional 
A)  generic 
B)  dominant 
C)  negotiated 
D)  oppositional

Question 17

Which concept best accounts for polysemy that is generated by audiences?

Accepted Answer

A)  resistive reading 
B)  strategic ambiguity 
C)  hermeneutic depth 
D)  subliminal messages 
A)  resistive reading 
B)  strategic ambiguity 
C)  hermeneutic depth 
D)  subliminal messages

Question 18

Identify and explain the four traditional theories of media audiences.

Accepted Answer

The four traditional theories of media a

Question 19

Which traditional view of audiences was the first to study media effects longitudinally (i.e., over long periods of time)?

Accepted Answer

A)  hypodermic needle 
B)  two-step flow 
C)  cultivation analysis 
D)  uses and gratifications 
A)  hypodermic needle 
B)  two-step flow 
C)  cultivation analysis 
D)  uses and gratifications

Question 20

Which concept best accounts for polysemy that is promoted by the critic?

Accepted Answer

A)  resistive reading 
B)  strategic ambiguity 
C)  hermeneutic depth 
D)  subliminal messages 
A)  resistive reading 
B)  strategic ambiguity 
C)  hermeneutic depth 
D)  subliminal messages

According to John Fiske, which theory accounts for the popularity of some media texts?

MATCHING -decoding

Define the concept of polysemy. Identify and explain the four factors that, according to Celeste Condit, limit audience members' abilities to produce polysemic readings. Identify and explain the three major types of polysemy according to Leah Ceccarelli.

Which traditional view of audiences suggests that media messages are filtered through opinion leaders?

MATCHING -uses & gratifications

According to Celeste Condit, which of the following is NOT a limitation of polysemy?

MATCHING -cultivation analysis

MATCHING -two-step flow

According to Celeste Condit, which theory best accounts for how audiences can agree on the meaning of a text, but judge the social worth of that meaning differently?

MATCHING -polyvalence

Which concept best accounts for polysemy that is intentionally created by a media producer?

According to Stuart Hall, what is the most common mode of decoding?

MATCHING -code

Which traditional view of audiences sees audiences as helpless to resist media messages?

MATCHING -hypodermic needle

According to Stuart Hall, 'perfectly transparent communication' is related to which mode of decoding?

Which concept best accounts for polysemy that is generated by audiences?

Identify and explain the four traditional theories of media audiences.

Which traditional view of audiences was the first to study media effects longitudinally (i.e., over long periods of time)?

Which concept best accounts for polysemy that is promoted by the critic?

Introducing Critical Media Studies

Marxist Analysis

Organizational Analysis

Pragmatic Analysis

Rhetorical Analysis

Cultural Analysis

Psychoanalytic Analysis

Feminist Analysis

Queer Analysis

Sociological Analysis

Erotic Analysis

Ecological Analysis

Filters

Exam 10: Reception Analysis

According to John Fiske, which theory accounts for the popularity of some media texts?

MATCHING -decoding

Define the concept of polysemy. Identify and explain the four factors that, according to Celeste Condit, limit audience members' abilities to produce polysemic readings. Identify and explain the three major types of polysemy according to Leah Ceccarelli.

Which traditional view of audiences suggests that media messages are filtered through opinion leaders?

MATCHING -uses & gratifications

According to Celeste Condit, which of the following is NOT a limitation of polysemy?

MATCHING -cultivation analysis

MATCHING -two-step flow

According to Celeste Condit, which theory best accounts for how audiences can agree on the meaning of a text, but judge the social worth of that meaning differently?

MATCHING -polyvalence

Which concept best accounts for polysemy that is intentionally created by a media producer?

According to Stuart Hall, what is the most common mode of decoding?

MATCHING -code

Which traditional view of audiences sees audiences as helpless to resist media messages?

MATCHING -hypodermic needle

According to Stuart Hall, 'perfectly transparent communication' is related to which mode of decoding?

Which concept best accounts for polysemy that is generated by audiences?

Identify and explain the four traditional theories of media audiences.

Which traditional view of audiences was the first to study media effects longitudinally (i.e., over long periods of time)?

Which concept best accounts for polysemy that is promoted by the critic?

Introducing Critical Media Studies

Marxist Analysis

Organizational Analysis

Pragmatic Analysis

Rhetorical Analysis

Cultural Analysis

Psychoanalytic Analysis

Feminist Analysis

Queer Analysis

Sociological Analysis

Erotic Analysis

Ecological Analysis

Filters