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1 | |
According to the text, the term mass communication is best defined as |
| | A) | a society wide process of communication |
| | B) | a tool of the mass media |
| | C) | an SMCR model |
| | D) | a certain type of mass message |
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2 | |
Sociologist C. Wright Mills said that the real power of mass media is that it |
| | A) | encoded the sender's ideas into a message. |
| | B) | made audience members active participants in a discussion. |
| | C) | could create events in order to gain the interest of the viewer. |
| | D) | could decide which topics were covered and how much attention each received. |
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3 | |
_____________ is the process of turning ideas into a message, and preparing the message for transmission. |
| | A) | mass media |
| | B) | encoding |
| | C) | mass communication |
| | D) | broadcasting |
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4 | |
According to media scholar James Potter, people with low levels of media literacy will |
| | A) | only be aware of surface messages in media. |
| | B) | be more likely to misinterpret media messages. |
| | C) | work harder to decode media messages. |
| | D) | be confused by varied choices of meaning in a message. |
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5 | |
According to the text, which of the following is not a channel of mass media? |
| | A) | sound recordings |
| | B) | commercial e-mail |
| | C) | posters |
| | D) | the Internet |
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6 | |
An audience made up of a mix of many different types of people is described as |
| | A) | anonymous |
| | B) | ordinary |
| | C) | heterogeneous |
| | D) | receivers |
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7 | |
In the 1880s, Emile Berliner invented a device that allowed people to |
| | A) | send messages by wire. |
| | B) | hear previously performed music |
| | C) | listen to live performances occurring in the moment. |
| | D) | watch entertaining images. |
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8 | |
The events of the 1940s specifically delayed the development of |
| | A) | interactive communication. |
| | B) | music recording. |
| | C) | book publishing |
| | D) | television. |
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9 | |
The term media literacy is best described as a person's |
| | A) | ability to receive messages from print material. |
| | B) | degree of media consumption. |
| | C) | understanding of the origins of media. |
| | D) | understanding of how media operate and their effect on society. |
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10 | |
Media scholar James Potter says that people with low levels of media literacy often believe that |
| | A) | every message presented on TV is correct. |
| | B) | the media is responsible for complex social problems. |
| | C) | the world is a safer place than it actually is. |
| | D) | they should raise their level of media literacy. |
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11 | |
Of Potter's four basic dimensions of media literacy, which one deals with interpreting media content from a critical point of view? |
| | A) | the emotional dimension |
| | B) | the cognitive dimension |
| | C) | the aesthetic dimension |
| | D) | the moral dimension |
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12 | |
The type of message effect that would most like influence a viewer to decide he or she likes a political candidate is a |
| | A) | cognitive effect |
| | B) | attitudinal effect |
| | C) | psychological effect |
| | D) | behavioral effect |
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13 | |
____________________ is known for his statement "The medium is the message" meaning a medium can be as important as the message itself. |
| | A) | Joshua Meyrowitz |
| | B) | Ben Bagdikian |
| | C) | Marshall McLuhan |
| | D) | Frederic Wertham |
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14 | |
The sensations experienced when viewing a movie with a Dolby 5.1 movie sound system is an example of a/an _______________ effect of media. |
| | A) | message |
| | B) | media |
| | C) | ownership |
| | D) | behavioral |
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15 | |
Media critic and former newspaper editor Ben Bagdikian suggests that large media organizations are a negative influence on society because |
| | A) | they promote violence in media. |
| | B) | they put more money into electronic media than into print. |
| | C) | they create more entertainment oriented programs, and fewer news programs. |
| | D) | They kill programs and news stories which don't reflect well on themselves. |
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16 | |
The term ________________ is used to refer to information about members of an audience including age, marital status, opinions, and attitudes. |
| | A) | geographics |
| | B) | psychographics |
| | C) | demographics |
| | D) | characteristics |
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17 | |
James Potter suggests the media audience is like a pyramid. In what way does he say this pyramid is arranged? |
| | A) | The people with the most media literacy are at the peak; those with the least are at the base. |
| | B) | At the peak are those who live closest to each other, with those living farthest apart spread out towards the base. |
| | C) | Those consuming the same message are at the peak; those consuming different messages are at the base. |
| | D) | Those reacting similarly to a news story are at the peak, those with different reaction spread out towards the base. |
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18 | |
Media scholar Harold Laswell wrote that media perform three major social functions: surveillance of the environment, transmission of culture, and |
| | A) | correlation of elements of society |
| | B) | entertainment |
| | C) | status conferral |
| | D) | providing role models |
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19 | |
The meaning of the term status conferral is |
| | A) | confirming the status of a news story. |
| | B) | achieving societal status by appearing in the media. |
| | C) | speaking for a famous person such as the president. |
| | D) | the status conferred on those who control the flow of information. |
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20 | |
The text notes the C-SPAN network as virtually the only one which |
| | A) | attempts to transmit values. |
| | B) | provides no interpretation of events. |
| | C) | assists the viewer in surveillance. |
| | D) | correlates news items. |
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