Question 1

Like closely related diffusion theory, social marketing theory is practically oriented and essentially ________.

Accepted Answer

A)   interpretive
B)   channel-centered
C)   receiver-oriented
D)   source-dominated D

Question 2

Microscopic level theories are concerned with how mass communication can bring about major changes in the social world.

Accepted Answer

A) True 
 B)False  False

Question 3

When the amount of serious news coverage increases, knowledge gaps tend to increase.

Accepted Answer

A) True 
 B)False  True

Question 4

Research that demonstrated a significant knowledge gap between American television news viewers and those in several other countries attributed that gap to _______.

Accepted Answer

A)   the public service orientation of television news in those other countries
B)   lack of media literacy training in the U.S.
C)   the complexity of political life in the U.S. versus those countries
D)   the lack of intelligence of typical U.S. TV viewers

Question 5

One reason that audiences have a scarcity of opinion to choose from in the media, according to Elisabeth Noelle-Neumann, is cumulation, the idea that news media tend to repeat stories and perspectives across their different individual programs or editions, across the different media themselves, and across time.

Accepted Answer

A) True 
 B)False

Question 6

Shanto Iyengar and Donald Kinder's agenda-setting research identified the influence of priming, the idea that that dramatic news accounts undermined rather than increased television's agenda-setting power.

Accepted Answer

A) True 
 B)False

Question 7

The ubiquity of smartphones has erased the digital divide.

Accepted Answer

A) True 
 B)False

Question 8

Elisabeth Noelle-Neumann argued identified three characteristics of the news media that produce a scarcity of points-of-view. One, _________, refers to the similarity of values held by journalists that influences the content they produce.

Accepted Answer

A)   consonance
B)   ubiquity
C)   cumulation
D)   agreement

Question 9

Information/innovation diffusion theory assigns a primary and significant role to mass media in spreading information and innovations.

Accepted Answer

A) True 
 B)False

Question 10

When news outlets, in their quest for audience, rely on social media sharing and Internet search data to determine what stories to cover rather than rely on the editorial judgment of their editors and journalists, ___________ is said to occur.

Accepted Answer

A)   reciprocal agenda-building
B)   intermedia agenda-building
C)   intermedia agenda-setting
D)   agenda-chasing

Question 11

Researchers have documented systematic differences in knowledge between better-informed and less informed segments of the population that can be attributed to the differing availability of news. This is referred to as the ______.

Accepted Answer

A)   ubiquity effect
B)   spiral-of-silence
C)   priming effect
D)   knowledge gap

Question 12

When Apple Computers cut the price of its popular iPhone to spur sales soon after the device's introduction, those who had already bought the phone, or the ___________, were angry.

Accepted Answer

A)   early adopters
B)   change agents
C)   agenda-builders
D)   primers

Question 13

Knowledge gap research has identified a constant gap; that is, the knowledge gap remains regardless of people's level of access to a growing number of news sources.

Accepted Answer

A) True 
 B)False

Question 14

The OMA model of digital information use predicts that differences in opportunities, _______, and abilities to access that information will predict knowledge and political action.

Accepted Answer

A)   management of time
B)   multitasking
C)   money
D)   motivations

Question 15

One of the differences between agenda-setting and agenda-building is that the former is more ________ and the latter more ________ in its view of media effects.

Accepted Answer

A)   positive/negative
B)   negative/positive
C)   macroscopic/microscopic
D)   microscopic/macroscopic

Question 16

A meta-analysis identifies important consistencies in previous research findings on a specific topic and systematically integrates them into a fuller understanding.

Accepted Answer

A) True 
 B)False

Question 17

Social marketing theory recognizes contemplators, people who have prioritized an attitude, service, or behavior but must be confronted with a situation in which they are compelled to act.

Accepted Answer

A) True 
 B)False

Question 18

Diffusion theory assumes that ___________ are most effective in spreading acceptance of innovations.

Accepted Answer

A)   change agents
B)   powerful media
C)   opinion leaders
D)   tribal elders

Question 19

People remain silent about issues when they think prevailing opinion is against them because they fear isolation or separation from those around them.

Accepted Answer

A) True 
 B)False

Question 20

Research indicates that spiral of silence is a face-to-face phenomenon; it does not operate in online environments.

Accepted Answer

A) True 
 B)False

Exam 11: Effect of Media on Knowledge, Information, and Perception of Social Issues

Like closely related diffusion theory, social marketing theory is practically oriented and essentially ________.

Microscopic level theories are concerned with how mass communication can bring about major changes in the social world.

When the amount of serious news coverage increases, knowledge gaps tend to increase.

Research that demonstrated a significant knowledge gap between American television news viewers and those in several other countries attributed that gap to _______.

Shanto Iyengar and Donald Kinder's agenda-setting research identified the influence of priming, the idea that that dramatic news accounts undermined rather than increased television's agenda-setting power.

The ubiquity of smartphones has erased the digital divide.

Elisabeth Noelle-Neumann argued identified three characteristics of the news media that produce a scarcity of points-of-view. One, _________, refers to the similarity of values held by journalists that influences the content they produce.

Information/innovation diffusion theory assigns a primary and significant role to mass media in spreading information and innovations.

When news outlets, in their quest for audience, rely on social media sharing and Internet search data to determine what stories to cover rather than rely on the editorial judgment of their editors and journalists, ___________ is said to occur.

Researchers have documented systematic differences in knowledge between better-informed and less informed segments of the population that can be attributed to the differing availability of news. This is referred to as the ______.

When Apple Computers cut the price of its popular iPhone to spur sales soon after the device's introduction, those who had already bought the phone, or the ___________, were angry.

Knowledge gap research has identified a constant gap; that is, the knowledge gap remains regardless of people's level of access to a growing number of news sources.

The OMA model of digital information use predicts that differences in opportunities, _______, and abilities to access that information will predict knowledge and political action.

One of the differences between agenda-setting and agenda-building is that the former is more and the latter more in its view of media effects.

A meta-analysis identifies important consistencies in previous research findings on a specific topic and systematically integrates them into a fuller understanding.

Social marketing theory recognizes contemplators, people who have prioritized an attitude, service, or behavior but must be confronted with a situation in which they are compelled to act.

Diffusion theory assumes that ___________ are most effective in spreading acceptance of innovations.

People remain silent about issues when they think prevailing opinion is against them because they fear isolation or separation from those around them.

Research indicates that spiral of silence is a face-to-face phenomenon; it does not operate in online environments.