Deck 1: Mass Communication: a Critical Approach

Question 1

Researchers do not all agree on whether watching violent TV shows makes viewers more likely to commit violent acts than not watching such TV shows.

Answer 1

True

Question 2

Some ancient philosophers thought that

A)Written communication was superior to oral communication
B)Oral communication was superior to written communication
C)There was no difference between the two types of communication
D)Written communication would lead to a postmodern culture

Answer 2

B

Question 3

The manuscript culture that existed between 1000 b.c.e.and the mid-fifteenth century primarily served the ruling classes.

Answer 3

True

Question 4

For the first time in mass media history, the speed of communication surpassed the speed of transportation with the development of

A)Radio
B)The Internet
C)The movable press
D)The telegraph
E)The sound-recording cylinder

Question 5

The senders of messages often have little control over how their messages will be received.

Question 6

The Progressive Era is another name for the postmodern period.

Question 7

According to the textbook, the mass media are cultural industries that help articulate and distribute a society's values.

Question 8

The "culture as map" metaphor distinguishes between high culture and low culture.

Question 9

In the textbook's comparison of two types of research about cancer news coverage, the social scientific approach focused on interpretation of the content of the media stories.

Question 10

Content analysis is a tool of the social scientific approach.

Question 11

Which of the following was a direct result of the printing press?

A)The rise of the middle class
B)The concept of nationalism
C)A decline in the power of religious authority
D)All options are correct

Question 12

Postmodern cultural values include working efficiently and believing in a rational order.

Question 13

The computer was the first electronic medium.

Question 14

The critical process consists of describing, analyzing, interpreting, evaluating, and engaging with mass media.

Question 15

Gutenberg played an active role in the transition from oral to written culture.

Question 16

According to the textbook, media convergence has two very different meanings.

Question 17

The printing press fostered the rise of tribal communities.

Question 18

The goal of scientific social research is to develop testable hypotheses, gather data, and determine whether the data verify the hypotheses.

Question 19

The meaning of a message can be affected by the receiver's gender, age, education level, ethnicity, and occupation.

Question 20

High culture is the same as popular culture.

Question 21

Postmodern values include which of the following?

A)A belief in rational order
B)Working efficiently
C)Diversifying and recycling culture
D)Rejecting tradition
E)No option is correct

Question 22

Which of the following statements does not represent part of the traditional mass culture critique aimed against popular culture?

A)Popular culture inhibits political discourse and social change
B)Popular culture translates classic works into simplistic forms
C)Popular culture debases our taste for finer culture
D)Popular culture undermines the elite and offers some potential for a multicultural democracy

Question 23

The linear communication model can be criticized on the grounds that

A)It assumes that culture is hierarchical
B)It asserts that audiences create their own meanings from messages sent
C)It suggests an active, unified sender and a passive receiver
D)It conforms too closely to the EPS model

Question 24

What is one main meaning of the term media convergence?

A)The technological merging of content on different mass media, such as songs being available on cell phones
B)The appropriation of American products by foreign advertisers
C)The diversification of various media holdings-such as cable connections, phone services, television transmissions, and Internet access-into separate companies
D)All options are correct

Question 25

The electronic era really took off with the widespread use of what?

A)Radio
B)Television
C)The Internet
D)The telegraph

Question 26

Which of the following does the book associate with postmodern culture?

A)The Matrix
B)The New York Times
C)The Gutenberg Bible
D)All options are correct
E)No option is correct

Question 27

Which of the following is not a value that the textbook associates with "postmodern culture"?

A)Resistance to ideas such as "high" and "low" culture that set hierarchies of taste
B)An emphasis on the fragmentation and mixing of cultural styles
C)Increased faith in science due to technological and scientific advances
D)A tendency to embrace and even celebrate paradox
E)All options are associated with postmodern culture

Question 28

The textbook describes three stages in the emergence of a media innovation.Which of the following is not one of them?

A)Mass media stage
B)Novelty or development stage
C)Entrepreneurial stage
D)Consumer stage Fill in the Blank