Deck 1: Communication Theory and News Values

Question 1

Media writers "must work within the opportunities and limits provided by the technology, societal values, communications processes, economic constraints of the media business, and the needs of the audience."

Answer 1

Much of the change in writing style has occurred because of the immediacy and intensity made possible by the variety of today's portable communication technology ,P,rint, radio, television,,, the Internet, and, increasingly, the social media, vie for the constant and instantaneous attention of audiences, Add to that the economic strictures of the past decade and, ,i,t was inevitable that the writing style would change, to meet the at-times conflicting wants and needs of the audience.

Question 2

Communication researcher Harold Lasswell identified three functions of the mass media. They are?

Answer 2

Surveillance ,of the environment; the ,correlation, of the parts of society in ,responding, to that environment; and the ,transmission, of the social heritage from one generation to the next Essentially, the mass news media look around and determine what is important, then explain the meaning of the news and information which is being transmitted.

Question 3

Clarity in presenting messages is important. Why?

Answer 3

Message clarity is important because if audience members don't understand ,what is being communicated, they will turn away from or misinterpret the message Media messages have become part of the babble of background sound and people don't pay close attention Thus, clarity is essential.

Question 4

Canadian communication theorist Marshall McLuhan said "the medium is the message" in a worldwide global village of communication. What did he mean?

Question 5

A cardinal rule to remember in news writing is that it is not what the communicator sends by way of a message that matters, but what the audience receives and perceives.

Question 6

Match the communication term with its definition.
-Perceptual distortion

A) They explain the significance of media messages to those who look to them for guidance.
B) Anything that distorts the reception of the message; can be either physical or semantic.
C) Media messages are seen as confusing and contradictory, thus no action is taken, even by the well informed.
D) People read or listen superficially,contributing their own inaccuracies to what they think they read or heard.
E) The "pictures in our heads," our perceptions of reality which can impede information flow.
F) If messages are emotionally upsetting, they will be altered or tuned out.
G) Individual interpretations of meaning and value to concepts and ideas.

Question 7

Match the communication term with its definition.
-Connotative meanings

A) They explain the significance of media messages to those who look to them for guidance.
B) Anything that distorts the reception of the message; can be either physical or semantic.
C) Media messages are seen as confusing and contradictory, thus no action is taken, even by the well informed.
D) People read or listen superficially,contributing their own inaccuracies to what they think they read or heard.
E) The "pictures in our heads," our perceptions of reality which can impede information flow.
F) If messages are emotionally upsetting, they will be altered or tuned out.
G) Individual interpretations of meaning and value to concepts and ideas.

Question 8

Match the communication term with its definition.
-Noise

A) They explain the significance of media messages to those who look to them for guidance.
B) Anything that distorts the reception of the message; can be either physical or semantic.
C) Media messages are seen as confusing and contradictory, thus no action is taken, even by the well informed.
D) People read or listen superficially,contributing their own inaccuracies to what they think they read or heard.
E) The "pictures in our heads," our perceptions of reality which can impede information flow.
F) If messages are emotionally upsetting, they will be altered or tuned out.
G) Individual interpretations of meaning and value to concepts and ideas.

Question 9

Match the communication term with its definition.
-Cognitive dissonance

A) They explain the significance of media messages to those who look to them for guidance.
B) Anything that distorts the reception of the message; can be either physical or semantic.
C) Media messages are seen as confusing and contradictory, thus no action is taken, even by the well informed.
D) People read or listen superficially,contributing their own inaccuracies to what they think they read or heard.
E) The "pictures in our heads," our perceptions of reality which can impede information flow.
F) If messages are emotionally upsetting, they will be altered or tuned out.
G) Individual interpretations of meaning and value to concepts and ideas.

Question 10

Match the communication term with its definition.
-Opinion leaders

A) They explain the significance of media messages to those who look to them for guidance.
B) Anything that distorts the reception of the message; can be either physical or semantic.
C) Media messages are seen as confusing and contradictory, thus no action is taken, even by the well informed.
D) People read or listen superficially,contributing their own inaccuracies to what they think they read or heard.
E) The "pictures in our heads," our perceptions of reality which can impede information flow.
F) If messages are emotionally upsetting, they will be altered or tuned out.
G) Individual interpretations of meaning and value to concepts and ideas.

Question 11

Match the communication term with its definition.
-Stereotypes

A) They explain the significance of media messages to those who look to them for guidance.
B) Anything that distorts the reception of the message; can be either physical or semantic.
C) Media messages are seen as confusing and contradictory, thus no action is taken, even by the well informed.
D) People read or listen superficially,contributing their own inaccuracies to what they think they read or heard.
E) The "pictures in our heads," our perceptions of reality which can impede information flow.
F) If messages are emotionally upsetting, they will be altered or tuned out.
G) Individual interpretations of meaning and value to concepts and ideas.

Question 12

Match the communication term with its definition.
-Narcotizing dysfunction

A) They explain the significance of media messages to those who look to them for guidance.
B) Anything that distorts the reception of the message; can be either physical or semantic.
C) Media messages are seen as confusing and contradictory, thus no action is taken, even by the well informed.
D) People read or listen superficially,contributing their own inaccuracies to what they think they read or heard.
E) The "pictures in our heads," our perceptions of reality which can impede information flow.
F) If messages are emotionally upsetting, they will be altered or tuned out.
G) Individual interpretations of meaning and value to concepts and ideas.

Question 13

Media research shows that audiences are passive and they will read, listen, and watch whatever media fare is placed before them.

Question 14

One thing that makes writing and communicating easy is that people-despite demographic differences such as age, gender, race or religion-take the same meanings from media messages.

Question 15

What the media most commonly do is reinforce opinions, attitudes and beliefs, and maintain the status quo.

Question 16

While some attitude modification is possible through the mass media, messages that run counter to already held opinions, attitudes and beliefs will be rejected or ignored by audiences.

Question 17

Match the definition of the communication theory with the theory.
-Mass media create a perception of reality, and those who consume media extensively share those views more than others.

A) Individual differences theory
B) Social categories theory
C) Social influence
D) Selective processes
E) Wants and needs gratification
F) Cultivation
G) Spiral of silence

Question 18

Match the definition of the communication theory with the theory.
-Divided into elements of exposure, perception, retention and recall;explains media behavior when somany media voices compete

A) Individual differences theory
B) Social categories theory
C) Social influence
D) Selective processes
E) Wants and needs gratification
F) Cultivation
G) Spiral of silence

Question 19

Match the definition of the communication theory with the theory.
-People who share similar demographic characteristics will respond similarly to a message

A) Individual differences theory
B) Social categories theory
C) Social influence
D) Selective processes
E) Wants and needs gratification
F) Cultivation
G) Spiral of silence

Question 20

Match the definition of the communication theory with the theory.
-Source credibility and the way messages are perceived vary from person to person

A) Individual differences theory
B) Social categories theory
C) Social influence
D) Selective processes
E) Wants and needs gratification
F) Cultivation
G) Spiral of silence

Question 21

Match the definition of the communication theory with the theory.
-Audience members who do not agree with the bias of a news report will internalize their resentment toward the media.

A) Individual differences theory
B) Social categories theory
C) Social influence
D) Selective processes
E) Wants and needs gratification
F) Cultivation
G) Spiral of silence

Question 22

Match the definition of the communication theory with the theory.
-Members of a close-knit group can construct an artificial reality
capable of rejecting appealing
mass media messages.

A) Individual differences theory
B) Social categories theory
C) Social influence
D) Selective processes
E) Wants and needs gratification
F) Cultivation
G) Spiral of silence

Question 23

Match the definition of the communication theory with the theory.
-Explains basic audience behavior; engaging in media activities carries
the expectation of some form of reward.

A) Individual differences theory
B) Social categories theory
C) Social influence
D) Selective processes
E) Wants and needs gratification
F) Cultivation
G) Spiral of silence

Question 24

The challenge to the media writer is to write and report stories in ways that avoid creating cognitive dissonance, and which slip through the selective process filters to be retained because these stories appeal to some want or need felt by members of the audience.

Question 25

Editorial decisions in the communication business are dictated both by the nature of the medium and by the economic necessity of drawing and keeping audiences.

Question 26

Match the communication term with its definition.
-Gatekeepers

A) Relies on "marketplace of ideas"; press is a watchdog providing check on government.
B) Rationale for broadcast regulation since there are not enough frequencies for everyone.
C) Those who determine what an audience sees, hears and reads; reporters, editors, producers, etc
D) Media is to ensure all views are expressed; conflict elevated to a plane of discussion.
E) Mass media gives legitimacy to persons, organizations and ideas.
F) Process where a long-standing problem is publicized, then once again is ignored
G) Media determines what is important; tells you what to think about.

Question 27

Match the communication term with its definition.
-Agenda setting

A) Relies on "marketplace of ideas"; press is a watchdog providing check on government.
B) Rationale for broadcast regulation since there are not enough frequencies for everyone.
C) Those who determine what an audience sees, hears and reads; reporters, editors, producers, etc
D) Media is to ensure all views are expressed; conflict elevated to a plane of discussion.
E) Mass media gives legitimacy to persons, organizations and ideas.
F) Process where a long-standing problem is publicized, then once again is ignored
G) Media determines what is important; tells you what to think about.

Question 28

Match the communication term with its definition.
-Status conferral

A) Relies on "marketplace of ideas"; press is a watchdog providing check on government.
B) Rationale for broadcast regulation since there are not enough frequencies for everyone.
C) Those who determine what an audience sees, hears and reads; reporters, editors, producers, etc
D) Media is to ensure all views are expressed; conflict elevated to a plane of discussion.
E) Mass media gives legitimacy to persons, organizations and ideas.
F) Process where a long-standing problem is publicized, then once again is ignored
G) Media determines what is important; tells you what to think about.

Question 29

Match the communication term with its definition.
-Libertarian press theory

A) Relies on "marketplace of ideas"; press is a watchdog providing check on government.
B) Rationale for broadcast regulation since there are not enough frequencies for everyone.
C) Those who determine what an audience sees, hears and reads; reporters, editors, producers, etc
D) Media is to ensure all views are expressed; conflict elevated to a plane of discussion.
E) Mass media gives legitimacy to persons, organizations and ideas.
F) Process where a long-standing problem is publicized, then once again is ignored
G) Media determines what is important; tells you what to think about.

Question 30

Match the communication term with its definition.
-Social responsibility

A) Relies on "marketplace of ideas"; press is a watchdog providing check on government.
B) Rationale for broadcast regulation since there are not enough frequencies for everyone.
C) Those who determine what an audience sees, hears and reads; reporters, editors, producers, etc
D) Media is to ensure all views are expressed; conflict elevated to a plane of discussion.
E) Mass media gives legitimacy to persons, organizations and ideas.
F) Process where a long-standing problem is publicized, then once again is ignored
G) Media determines what is important; tells you what to think about.

Question 31

Match the communication term with its definition.
-Doctrine of scarcity

A) Relies on "marketplace of ideas"; press is a watchdog providing check on government.
B) Rationale for broadcast regulation since there are not enough frequencies for everyone.
C) Those who determine what an audience sees, hears and reads; reporters, editors, producers, etc
D) Media is to ensure all views are expressed; conflict elevated to a plane of discussion.
E) Mass media gives legitimacy to persons, organizations and ideas.
F) Process where a long-standing problem is publicized, then once again is ignored
G) Media determines what is important; tells you what to think about.

Question 32

Match the communication term with its definition.
-Issue attention cycle

A) Relies on "marketplace of ideas"; press is a watchdog providing check on government.
B) Rationale for broadcast regulation since there are not enough frequencies for everyone.
C) Those who determine what an audience sees, hears and reads; reporters, editors, producers, etc
D) Media is to ensure all views are expressed; conflict elevated to a plane of discussion.
E) Mass media gives legitimacy to persons, organizations and ideas.
F) Process where a long-standing problem is publicized, then once again is ignored
G) Media determines what is important; tells you what to think about.

Question 33

Taking advantage of the trend of deregulation in the communications industry, the emphasis has become one of public service, not economics.

Question 34

While it's nice to have a theoretical background about communication, the reality is that there is little practical application for most of these theories.

Question 35

For years, journalists have adhered to the concept of objectivity and fairness. How is that to be achieved?