Deck 14: Mass Communication

Question 1

Television's tendency to stabilize and homogenize views within a society in order to create a single allegedly mainstream view is known as __________.

A)mainstreaming
B) gatekeeping
C) homogenization
D) resonance
E) social systems

Answer 1

A

Question 2

Dom has noticed that after he returned from a study-abroad program there were few news stories from other parts of the world. The theory that best explains what Dom was noticing is __________.

A) the hypodermic needle model
B) uses and gratification theory
C) agenda setting
D)gatekeeping
E) reasonance

Answer 2

D

Question 3

Heavy television viewers are more likely to have beliefs that reflect the worldview portrayed by television, which is not equivalent to reality. In television entertainment programming, 77% of major characters that commit crimes perpetrate acts of violence, compared to roughly 10% of actually reported crimes. This is an example of __________.

A) agenda setting
B)cultivation theory
C) supporting dominant social systems
D) uses and gratification theory
E) standpoint theory

Answer 3

B

Question 4

During the tribal epoch, the dominant sense was __________.

A) sight
B)hearing
C) touch
D) smell
E) taste

Question 5

Lucinda was working for a newspaper and wanted to cover a story. She went to her editor with the idea and she responded that this was not a very important issue. The editor was engaging in __________.

A) media determinism
B) agenda setting
C)political economy studies
D) media dependency
E) cultivation

Question 6

The process by which a viewer's basic view of the world can be affected due to watching large amounts of television over time is known as __________.

A) agenda setting
B) product placement
C)cultivation
D) uses and gratification
E) mainstreaming

Question 7

Which of the following is NOT an example of mass communication?

A) books
B) blogs
C) film
D)e-mailing a friend
E) television

Question 8

To become a more responsible and thoughtful consumer of mass communication we should __________.

A) develop media literacy
B) be aware of the patterns mass media employ
C) recognize that mass communication is one of many influences on individuals and society
D) actively interrogate media messages
E)all of the above

Question 9

Mass communication uses gatekeepers to determine what consumers come to know, believe, and understand are issues they should deem as worthy of serious attention. This view of how mass communication operates represents __________.

A) cultivation theory
B) critical theory
C) uses and gratification
D)agenda setting theory
E) agency theory

Question 10

Janis loved watching TV. She really liked to get into shows so that she could forget the problems she was facing. Which theory would best explain the impact that watching television has had on Janis?

A) magic bullet theory
B)uses and gratification theory
C) cultivation theory
D) cultural studies theory
E) media literacy theory

Question 11

Invention of the phonetic alphabet ushered in which epoch in many societies?

A) tribal
B)literate
C) print
D) electronic
E) telegraph

Question 12

Increased access to information made possible by electronic communication that links people all over the world creating a modern world-wide community is known as __________.

A)global village
B) hypodermic needle model
C) gate keeper
D) agenda setting
E) cultivation theory

Question 13

Marshall McLuhan claimed that the dominant media at any given time in a society strongly shape __________.

A)individual and collective life
B) public speaking
C) cognitive complexity
D) a and c
E) all of the above

Question 14

When a TV show or film incorporates the product into the storyline they are engaging in __________.

A) product agenda setting
B) product placement
C)immersive advertising
D) immersive product placement
E) uses and gratifications

Question 15

The mass media theory that claims that television promotes a worldview that is inaccurate but that views may assume reflects real life is known as __________.

A) agenda setting theory
B)cultivation theory
C) uses and gratification theory
D) gatekeeping theory
E) hypodermic needle theory

Question 16

If commercial programming consistently portrays European Americans as upstanding citizens and members of other races as lazy, criminal, or irresponsible, viewers may come to accept such representations as factual. This is known as __________.

A) gatekeeping
B)mainstreaming
C) reasonance
D) the mean world syndrome
E) constructing the news
TRUE/FALSE

Question 17

During the literate epoch, the dominant sense was __________.

A)sight
B) hearing
C) touch
D) smell
E) taste

Question 18

Of all the cadets who withdrew from the Citadel in 1995, the media selected Shannon Faulkner and called her to the public's attention. This is an example of which of the following?

A)agenda setting
B) cultivation theory
C) supporting dominant social systems
D) uses and gratification
E) standpoint theory

Question 19

After a heavy session of studying for final exams, Barbara and Lynn wish to relax for a few hours. Feeling melancholy and in the mood for escapist romanticism, they rent the video Titanic. The choice of media content Barbara and Lynn made reflect __________.

A) agenda setting
B) cultivation theory
C) supporting dominant social systems
D)uses and gratification
E) standpoint theory

Question 20

The Electronic Epoch in McLuhan's review of human history began with __________.

A)the telegraph
B) the telephone
C) the newspaper
D) the radio
E) the television

Question 21

The __________ __________ made written communication available to masses of people.

Question 22

The invention of the telegraph was the forerunner of the __________ __________ in human history.

Question 23

The premise of cultivation theory is that the more one attends to television (heavy viewers) the more distorted perspective of reality they hold.

Question 24

Part of having media literacy means being skeptical of what is presented.

Question 25

Marshall McLuhan is best known for the phrase "__________".

Question 26

To __________ __________ to media, you must recognize that you are an agent who can affect what happens around you.

Question 27

The telegraph inaugurated the electronic era.

Question 28

The theory that states that we use mass media to satisfy particular needs is __________ __________ __________.

Question 29

Although they no longer prevail in the United States, __________ __________ continue to prevail in many undeveloped countries.

Question 30

Television and film producers are forbidden by law to place or show the labels of actual products in shows and movies.

Question 31

People who control the flow of information to others are known as cultivation setters.

Question 32

__________ __________ __________ theory argues that we attend to mass communication in order to gratify ourselves.

Question 33

The media portrays ideas of how we should look physically.

Question 34

The print epoch emerged with the invention of the phonetic alphabet.

Question 35

The primary way that television and other forms of electronic mass communication cultivate particular world views is by __________.

Question 36

The practice of featuring products in media so that the products are associated with particular characters or storylines is known as __________ __________.

Question 37

Mass communication affects our lives in minimal ways.

Question 38

Uses and gratification assumes that consumers of mass media are active agents who deliberately choose what pleases them.

Question 39

__________ are people and groups that decide which messages pass through the gates of information control to reach us.

Question 40

Becoming media literate takes little work.

Question 41

Examine the claims of critical scholarship and describe how mass communication can serve to support the status quo, privileging those with power while marginalizing those without. Provide illustrative examples from actual media that would support their contentions.

Question 42

Discuss three theories of mass communication as found in Chapter 14. Give examples of why each theory is important. Finally, express whether or not you agree with the theory.

Question 43

Describe how mass communication has evolved in Western Society. List the four main epochs and the dominant type of communication in each era.