Multiple Choice Quiz


1	Television is sometimes called the early window because
		A)	it was the first electronic means of seeing other parts of the world.
		B)	children can witness, at an early age, the world outside their homes.
		C)	people, in order to enjoy the media content they consume, willingly accept as real what is put before them.
		D)	the shape of the television screen looks something like a window.


2	Research
		A)	always involves the manipulation of variables.
		B)	strives for subjectivity.
		C)	is the objective search for knowledge.
		D)	has told us very little about media effects.


3	The testing of causal relationships (the direct impact of one or more variables on one or more other variables) is best accomplished through
		A)	experiments.
		B)	surveys.
		C)	content analyses.
		D)	participant-observer studies.


4	Which of the following is NOT an example of quantitative research?
		A)	experiments
		B)	surveys
		C)	content analyses
		D)	participant-observer studies


5	Field experiments refer to
		A)	research methods borrowed from agriculture, now used to study mass communication.
		B)	experiments conducted in participants' actual environments.
		C)	experiments that presume a wide array of media effects.
		D)	experiments designed for use in field laboratories.


6	Respondents are people who participate in
		A)	experiments.
		B)	surveys.
		C)	content analyses.
		D)	participant-observer studies.


7	Surveys allow mass communication researchers to measure characteristics, opinions, or behaviors of a population by studying a _________ and then generalizing back to that population.
		A)	demographic group
		B)	field
		C)	sample
		D)	condition


8	Notes taken by commission members during the FCC's deliberations into the establishment of a standard color system during the 1948 Television Freeze are an example of _______________ for researchers.
		A)	correlational data
		B)	a secondary source
		C)	humanistic data
		D)	a primary source


9	The creators of the Saturday morning cartoon GI Joe present Joe as a true American hero. Yet you watch the show and see him as a violent, thoughtless ruffian. You have engaged in
		A)	oppositional decoding.
		B)	negotiation
		C)	preferred reading.
		D)	gate-keeping.


10	Catharsis
		A)	is one of the principles of contemporary mass communication theory.
		B)	is the idea that watching mediated violence reduces people's innate aggressive drive.
		C)	has been supported by social learning theory.
		D)	is also known as vicarious reinforcement.


11	Modern media has been largely responsible for political campaigns that focus on
		A)	social issues.
		B)	candidates personalities.
		C)	the most controversial issues.
		D)	the details of each candidates position.

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