Question 1

In which of the following areas is the impact of new media likely to be strongest?
A) the level of voter turnout
B) the size of the knowledge gap
C) the mobilization of campaign activists
D) the tone of campaign advertising

Accepted Answer

New media has made it easier for campaigns to mobilize their supporters and volunteers through social media, email, and other online platforms. This can lead to a greater number of campaign volunteers and activists, which can have a significant impact on the success of a campaign.

Question 2

One area where the 2008 Obama campaign broke new ground was
A) the delivery of campaign videos through YouTube.
B) the rapid rebuttal of attacks from the McCain campaign.
C) using social media to solicit campaign contributions.
D) hiring a full-time web consultant.

Accepted Answer

The 2008 Obama campaign was the first to use YouTube to deliver campaign videos.

Question 3

One possible explanation for increased selective exposure to news sources based on the source's party preference is
A) the increasing number of mainstream news organizations that provide biased reporting.
B) the increased level of party polarization among news consumers.
C) the higher level of political participation among people who pay attention to news.
D) None of these are correct.

Accepted Answer

The increased level of party polarization among news consumers can lead to a higher likelihood of selective exposure to news sources based on their party preference. People may seek out news sources that align with their own political beliefs, which can result in a narrower range of exposure to diverse perspectives and ultimately contribute to reinforcing existing beliefs and attitudes.

Question 4

Web-based campaigns provide candidates with the ability to
A) mobilize supporters at relatively low cost.
B) distribute messages directly to voters without going through the news media.
C) raise vast amounts of cash.
D) All of these are correct.

Accepted Answer

Web-based campaigns offer candidates all of these advantages. They can easily mobilize supporters through social media at a relatively low cost, which allows them to focus more of their resources on fundraising. Additionally, web-based campaigns allow candidates to distribute messages directly to voters without going through traditional news media, which gives them more control over their message and reduces the risk of media bias or misinterpretation. Finally, web-based campaigns are often very effective at raising large amounts of cash through online fundraising platforms and digital advertising.

Question 5

The theory of cognitive dissonance holds that
A) people feel uncomfortable when they encounter information that is inconsistent with their views.
B) people are likely to seek out information that challenges their views.
C) more attentive voters are more likely to pay attention to online news.
D) people affected by a particular issue will seek out information about that issue.

Accepted Answer

The theory of cognitive dissonance specifically states that people feel uncomfortable when they encounter information that is inconsistent with their views. The other answer choices are not directly related to this theory.

Question 6

How has the diffusion of the Internet affected the "participation gap" between the more and less economically advantaged?
A) It has narrowed the gap by raising the level of participation among less educated and less affluent Americans.
B) It has maintained the gap; more advantaged people participate more frequently in both new and old forms of participation.
C) It has narrowed the gap by lowering the level of participation among the most educated and affluent Americans.
D) It has had no effect on wealth-related differences in participation, but has reduced the gap between the more and less educated.

Accepted Answer

Research has shown that although the Internet has increased overall levels of participation, it has not significantly narrowed the participation gap between the more and less economically advantaged. In fact, those who are more affluent and educated tend to participate more frequently in both online and offline forms of participation, maintaining the participation gap.

Question 7

Which of the following statements describes the attentive public hypothesis?
A) People seek out information about subjects that are particularly important or interesting to them and ignore other subjects.
B) People prefer to encounter information that is politically agreeable to them.
C) The spread of new media allows people to tailor their news consumption to their own political tastes.
D) Seeking out political information is a matter of generic political interest. People absorbed by politics tune in to all forms of news, while the rest tune out politics.

Accepted Answer

The attentive public hypothesis argues that people who are politically engaged and interested will seek out political information from all forms of news, while those who are not interested will tune out. Therefore, choice D is the correct answer. Choices A, B, and C all describe different aspects of selective exposure, which is not the same as the attentive public hypothesis.

Question 8

In the United States, access to the Internet is determined primarily by an individual's
A) age.
B) gender.
C) economic status.
D) urban/rural place of residence.

Accepted Answer

Economic status is the primary determinant of access to the internet in the United States. Those who cannot afford home internet access are less likely to have access in other locations such as work or public libraries. Age, gender, and urban/rural residence also play a role, but to a lesser extent than economic status.

Question 9

Selective exposure to news is a consequence of
A) the increased delivery of soft news.
B) information overload.
C) greater levels of political participation in the post-Internet era.
D) higher levels of political cynicism.

Accepted Answer

Selective exposure to news refers to the tendency of individuals to only consume news that aligns with their existing beliefs and opinions. This is often a consequence of information overload, as people become overwhelmed by the vast amount of news available to them and seek out sources that confirm their pre-existing views.

Question 10

Fox News and the Huffington Post have both emerged as market leaders in the cable television and blog marketplace. Their success suggests that
A) consumers with strong political views gravitate to news sources they find agreeable.
B) news organizations with a conservative bias attract a larger audience.
C) highly prestigious news sources attract a larger market share.
D) news organizations owned by Rupert Murdoch have a comparative advantage.

Accepted Answer

The success of both Fox News and the Huffington Post suggests that consumers tend to gravitate towards news sources that align with their political views and opinions. This is supported by the significant success of both media outlets, which have been able to cultivate a loyal audience by providing content and analysis that resonates with their pre-existing beliefs and values. While factors such as prestige and ownership may play a role in media success, the evidence points primarily to the importance of political alignment in driving consumer behavior.

Question 11

The American blogosphere is characterized by
A) extreme political polarization.
B) high levels of cross-posting between conservative- and liberal-leaning blogs.
C) a large number of well-known blogs with no clear partisan affiliation.
D) limited political content.

Accepted Answer

The American blogosphere is known for its extreme political polarization, with many blogs taking strong partisan positions and demonizing the other side. This has contributed to an increasingly polarized political climate in the United States.

Question 12

The one area where the 2008 Obama campaign clearly outperformed the McCain campaign was
A) the presidential debates.
B) the use of new media.
C) tailoring the ad campaign to issues in the news.
D) playing the expectations game.

Accepted Answer

The Obama campaign made strategic use of new media, such as social media platforms like Facebook and Twitter, to engage and mobilize voters, while the McCain campaign was slower to adapt to these platforms. This ultimately gave Obama a significant advantage in reaching and energizing younger voters.

Question 13

Research into the effects of new media on the level of political participation suggests which of the following generalizations?
A) In the post-Internet era, the level of political participation has increased significantly.
B) The impact of new media on political participation is minimal.
C) People who use new media frequently are less likely to vote.
D) None of these are correct.

Accepted Answer

The answer of Research into the effects of new media...

Quiz 4: New Media, New Forms of Communication

In which of the following areas is the impact of new media likely to be strongest?

One area where the 2008 Obama campaign broke new ground was

One possible explanation for increased selective exposure to news sources based on the source's party preference is

Web-based campaigns provide candidates with the ability to

The theory of cognitive dissonance holds that

How has the diffusion of the Internet affected the "participation gap" between the more and less economically advantaged?

Which of the following statements describes the attentive public hypothesis?

In the United States, access to the Internet is determined primarily by an individual's

Selective exposure to news is a consequence of

Fox News and the Huffington Post have both emerged as market leaders in the cable television and blog marketplace. Their success suggests that

The American blogosphere is characterized by

The one area where the 2008 Obama campaign clearly outperformed the McCain campaign was

Research into the effects of new media on the level of political participation suggests which of the following generalizations?