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Multiple Choice Quiz
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1
The biggest contribution of uses and gratifications research is that:
A)the media set agendas
B)cultivation does not occur in a vacuum
C)many factors contribute to the ultimate impact of mass communication
D)the hypodermic needle theory of media effects is probably correct
2
Television viewers who tend to be more active and selective are called:
A)instrumental
B)ritualized
C)cultivated
D)mainstreamed
3
Research concerning the political impact of the media demonstrates:
A)the hypodermic needle theory
B)the limited-effects theory
C)the specific-effects theory
D)cultivation
4
Research in the area of television and learning generally suggests that:
A)heavy TV viewing has an enormous effect on IQ
B)heavy TV viewing negatively impacts scholastic achievement
C)heavy TV viewing has a small, adverse effect on IQ
D)heavy TV viewing has no effect on scholastic achievement
5
Greater voter participation was found to be related to:
A)television viewing
B)radio listening
C)print readership
D)subscription to cable
6
The presence of cultivation depends on which of the following?
A)the motivation for viewing
B)experience with the topic
C)perceived realism of the content
D)all the above
7
The fact that some individuals have difficulty in separating the television world from the real world is the focus of the:
A)specific-effects theory
B)cultivation theory
C)limited effects theory
D)manifestation theory
8
One of the leaders in exploring the cultivation theory is:
A)Joseph Klapper
B)the Canadian government
C)George Gerbner
D)the National Commission on the Causes and Prevention of Violence
9
Though field experiments provide some basis for determining cause and effect, they suffer from:
A)lack of credibility
B)lack of control
C)lack of reliability
D)lack of predictability
10
Joseph Klapper's book, The Effects of Mass Communication, suggested that:
A)the mass media have no effect on behavior
B)the mass media tends to reinforce existing conditions
C)the mass media is a one-way, sender/receiver mechanism
D)there are no mediated messages from the mass media





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