Question 1

Differentiate among gatekeeping, agenda setting, and third person effect and give examples of each.

Accepted Answer

Gatekeeping, agenda setting, and third person effect are all concepts related to the media and its influence on public opinion.

Gatekeeping refers to the process by which media professionals and organizations decide which information is presented to the public. This can include decisions about what stories to cover, which sources to use, and how to frame the information. For example, a news editor may choose to prioritize a story about a local crime over a story about a scientific breakthrough, thus influencing what information the public receives.

Agenda setting is the idea that the media has the power to influence which issues and topics are considered important by the public. This can be seen in the way that certain news stories receive extensive coverage, leading the public to believe that these issues are more significant than others. For example, if a news outlet consistently covers stories about immigration, it may lead the public to believe that immigration is a pressing issue, regardless of the actual data on the topic.

The third person effect is the theory that people believe others are more influenced by media messages than they are themselves. This can lead individuals to underestimate the impact of media on their own attitudes and behaviors. For example, someone may believe that violent video games have a negative effect on other people, but not on themselves.

In summary, gatekeeping involves the selection and presentation of information by media professionals, agenda setting refers to the media's ability to influence public opinion on certain issues, and the third person effect is the belief that others are more influenced by media messages than oneself.

Question 2

Much scientific research cannot prove causation but only correlation.

Accepted Answer

A) True 
 B)False  True

Question 3

The phrase "the medium is the message" was made popular by

Accepted Answer

A)  Maxwell McCombs.
B)  Harold Lasswell.
C)  George Gerbner.
D)  Albert Bandura.
E)  Marshall McLuhan. E

Question 4

When researchers prove that A and B appear to change together they have established

Accepted Answer

A)  causation
B)  effects
C)  correlation
D)  significance
E)  convergence

Question 5

Research shows that viewing a violent act on television

Accepted Answer

A)  serves as a direct cause of violent behavior in most cases.
B)  serves as a direct cause of violent behavior in just under half the cases.
C)  can be a contributing factor to any subsequent imitation of a violent act.
D)  can have a small, selective perception value.
E)  has no relationship to violent behavior.

Question 6

Outline the pros and cons of banning televised ads aimed at children.

Accepted Answer

The answer of Outline the pros and cons of banning...

Question 7

Media consumers pay attention to communication that fits their established opinions and attitudes but ignore messages that challenge or contradict that mind-set.This reinforcement of existing views is known as

Accepted Answer

A)  boomerang effect.
B)  glow and flow.
C)  minimal effects.
D)  selective exposure.
E)  accommodation theory.

Question 8

Some scholars state the public's concern about violence in the Darfur region or political violence in Zimbabwe largely results from the __________ function of the media.

Accepted Answer

A)  agenda setting
B)  ethnographic
C)  cathartic
D)  association
E)  glow and flow

Question 9

Television programs serve as an agent of __________when they become a model for viewers, especially children.

Accepted Answer

A)  catharsis
B)  cultivation
C)  integration
D)  consistency
E)  socialization

Question 10

Briefly outline the history of media effects study.

Accepted Answer

The answer of Briefly outline the history of media effects...

Question 11

Adoption of a high proportion of new products each year supports the assumption that advertising is all-powerful.

Accepted Answer

A) True 
 B)False

Question 12

Motivation and ability are two factors that most influence which route a person will take to process information in a persuasive situation

Accepted Answer

A) True 
 B)False

Question 13

The term reciprocal determinism, in which a person's behavior and environment cause each other, is found in social learning theory.

Accepted Answer

A) True 
 B)False

Question 14

Young children are more vulnerable to the effects of media violence because

Accepted Answer

A)  they enjoy violence more than older children.
B)  their developing bodies are susceptible to injuries.
C)  they watch more television than adults.
D)  they have more difficulty distinguishing between fantasy and reality.
E)  they are slower to learn from television modeling than older children.

Question 15

This research method interprets, categorizes, and counts, media content to determine the number of time a certain item occurs.

Accepted Answer

A)  Field studies
B)  Content analysis
C)  Sample surveys
D)  Participant observation
E)  Causal explanations

Question 16

One example of gatekeeping's filtering and shaping process is deciding which subjects to present.

Accepted Answer

A) True 
 B)False

Question 17

Good media research needs to analyze the characteristics of both the media and the audience.

Accepted Answer

A) True 
 B)False

Question 18

The use of stereotypes on dramatic programs

Accepted Answer

A)  can have a negative effect by perpetuating erroneous images in viewers' minds.
B)  has proven to have little real impact on audience members' perceptions of groups of people, such as African-Americans or females.
C)  has a positive effect by bringing to mind the typical characteristics and manners of a class of people.
D)  is a harmless device used by writers to speed up the storytelling process.
E)  concentrates on Stephenson's play theory.

Question 19

__________ is defined as habitual purchase behavior by marketing researchers.

Accepted Answer

A)  Competition
B)  Brand loyalty
C)  Motivation
D)  Glow and flow
E)  Selective exposure

Question 20

In ethnographic studies the researcher becomes a part of the group studied.

Accepted Answer

A) True 
 B)False

Exam 10: Media Theory and Effects

Differentiate among gatekeeping, agenda setting, and third person effect and give examples of each.

Much scientific research cannot prove causation but only correlation.

The phrase "the medium is the message" was made popular by

When researchers prove that A and B appear to change together they have established

Research shows that viewing a violent act on television

Outline the pros and cons of banning televised ads aimed at children.

Media consumers pay attention to communication that fits their established opinions and attitudes but ignore messages that challenge or contradict that mind-set.This reinforcement of existing views is known as

Some scholars state the public's concern about violence in the Darfur region or political violence in Zimbabwe largely results from the __________ function of the media.

Television programs serve as an agent of __________when they become a model for viewers, especially children.

Briefly outline the history of media effects study.

Adoption of a high proportion of new products each year supports the assumption that advertising is all-powerful.

Motivation and ability are two factors that most influence which route a person will take to process information in a persuasive situation

The term reciprocal determinism, in which a person's behavior and environment cause each other, is found in social learning theory.

Young children are more vulnerable to the effects of media violence because

This research method interprets, categorizes, and counts, media content to determine the number of time a certain item occurs.

One example of gatekeeping's filtering and shaping process is deciding which subjects to present.

Good media research needs to analyze the characteristics of both the media and the audience.

The use of stereotypes on dramatic programs

__________ is defined as habitual purchase behavior by marketing researchers.

In ethnographic studies the researcher becomes a part of the group studied.