Deck 10: Mass Communication

Question 1

Mass communication…

A) deals with delivery of messages to public
B) deals with the behavioral effects of media on the audience
C) deals with cognitive effects of media on the audience
D) All of the above

Answer 1

D

Question 2

Which one of the following about the hypodermic and magic bullet theories of mass communication is not true?

A) They studied the effect of media on society
B) They assumed the audience to be active receivers of mass communication messages
C) They studied the effect of media on the audiences
D) They did not consider the limitations of the media

Answer 2

B

Question 3

Hypodermic and magic bullet theories were replaced by other theories because…

A) they could not explain the effect of media on society
B) they could not explain the development of media industry
C) they neglected the ability of the audience to learn
D) they assumed the audience as passive receivers of media messages

Answer 3

C

Question 4

Social cognitive theory ________ while magic bullet theory ________.

A) considers the role of individuals and environmental elements, gives all the credits to the message
B) gives all the credits to the message, considers the role of individuals and environmental elements
C) rejects the external elements' intervention in the formation of behavior, takes the external elements into consideration
D) rejects the effect of learning on the formation of behavior, believes in the role of the audience learning in the formation of behavior

Question 5

In social cognition theory, an example of a social factor is…

A) family
B) the volume of the message
C) individuals
D) the past experiences

Question 6

Someone watches the Rachael Ray show and then follows a recipe to make a new pasta dish. This could be an example of…

A) self-efficacy
B) climate of opinion
C) observational learning
D) public agenda

Question 7

Uses and gratification theory deals with…

A) different gratifications people get from media consumption
B) the different social and psychological roots of media consumption
C) the role the audience have in choosing their media consumption pattern
D) All of the above

Question 8

The finding of a study showed that, along with media and other external factors, consumers play a role in the mass media consumption behaviors. This finding is best in line with…

A) uses and gratifications theory
B) agenda setting theory
C) spiral of silence theory
D) social cognitive theory

Question 9

The finding of a study showed that the more time an individual spent on Twitter, the more the person felt camaraderie. This finding is best in line with…

A) uses and gratifications theory
B) agenda setting theory
C) spiral of silence theory
D) social cognitive theory

Question 10

Which one is the main criticism of the U&G model?

A) U&G studies have not explored the origin of media needs
B) U&G studies have not taken into consideration the whole model
C) The theory gives too much credit to an active audience who is believed to be in control the effects of media
D) All of the above

Question 11

According to agenda setting theory…

A) the media directly influence the mindset of public
B) people set their agenda out of media consumption
C) the political systems use media to manipulate public mindset
D) there is a causal relationship between media and public agenda

Question 12

Which one of the following is less likely to influence the effect of media on the public mindset?

A) The relevance of the topic
B) The obtrusiveness of the topic
C) Allocated time and space to the topic
D) None of the above

Question 13

An agenda setting analysis revealed the media has set police abuse of power as a public topic (This is ________ level agenda setting). Also, the media presents the topic in a way that is pro-police, or anti-police, (This is ________ level agenda setting).

A) First, first
B) First, second
C) Second, first
D) Second, second

Question 14

The more liberal the national media's citation bias is, the more liberal the Congress's policies are. This statement is more likely an example of …

A) first-level agenda
B) second-level agenda
C) framing
D) spiral of silence

Question 15

A study showed the newspapers blame individuals for obesity. This statement is more likely an example of …

A) first-level agenda
B) second-level agenda
C) framing
D) spiral of silence

Question 16

A study showed people are often afraid to state that the media influences their opinions on a candidate. This can be an example of…

A) first-level agenda
B) second-level agenda
C) framing
D) spiral of silence

Question 17

A study of the influence of media in the representation of gays showed people who think their position is starting to lose public support might actually feel compelled to voice opinions. This can be an example of…

A) first-level agenda
B) second-level agenda
C) framing
D) spiral of silence

Question 18

Climate of opinion asserts that the amount of the public support for an opinion…

A) has a positive effect on how the public perceives that opinion
B) has a negative effect on how the public perceives that opinion
C) has no effect on how the public perceives that opinion
D) None of the above

Question 19

Which one of the following about spiral of silence is correct?

A) Different ideas about any topic can lead into spiral of silence
B) Education has no significant relationship with spiral of silence
C) Staunch supporters or opponents will always be willing to voice their opinions
D) Individuals will find a way to express their opposite viewpoint

Question 20

According to spiral of silence…

A) people are afraid of expressing their viewpoints
B) people only express those viewpoints which are in accordance with others' viewpoints
C) people are afraid of expressing their perceived minority viewpoints
D) people only express those viewpoints which are in accordance with others' viewpoints

Question 21

How are broadcast and social media different?

Question 22

How is social cognitive theory distinct from the magic bullet theory?

Question 23

What is the observational model of social cognition theory?

Question 24

How do gratifications sought and gratifications obtained differ?

Question 25

How do first- and second-level agenda setting differ?

Question 26

How could media be effective in the creation of spiral of silence?

Question 27

How does social cognitive theory contribute to mass mediated communication?