Question 1

_________ combines many ideas about media effects into a global perspective on how campaign communication can change our actions and achieve pro-social objectives.
A) Gratifications theory
B) Moderate effects theory
C) Social marketing theory
D) Targeting

Accepted Answer

Social marketing theory integrates various concepts about media influences into a comprehensive view on how communication strategies, especially in campaigns, can modify behaviors and attain social good goals.

Question 2

Which phrase best summarizes agenda setting theory?
A) When media provide prominent coverage of events, we "tune out"
B) When media provide prominent coverage of events, we "tune in"
C) Media don't tell us what to think, they tell us what to think about
D) Media don't tell us what to think about, they tell us what to think

Accepted Answer

Agenda setting theory posits that while the media may not directly tell us what opinions to have, they significantly influence the topics we think about by choosing which issues to highlight.

Question 3

Diffusion theory assumes that ___________ are most effective in spreading acceptance of innovations.
A) change agents
B) powerful media
C) opinion leaders
D) tribal elders

Accepted Answer

A

Question 4

A popular rock star becomes involved in a scandal that raises questions concerning his close association with white supremacists. People become hesitant to defend him publicly and he loses a valuable advertising contract. This example best illustrates _________.
A) social cognitive theory
B) media dependency theory
C) spiral of silence theory
D) primacy effects theory

Accepted Answer

The spiral of silence theory explains how people may be unwilling to express their views if they believe they are in the minority or if their views might be socially isolating. In this case, the reluctance to defend the rock star, due to his association with white supremacists, illustrates how the fear of social isolation can lead to silence.

Question 5

One of the differences between agenda-setting and agenda-building is that the former is more ________ and the latter more ________ in its view of media effects.
A) positive/negative
B) negative/positive
C) macroscopic/microscopic
D) microscopic/macroscopic

Accepted Answer

Agenda-building is a more microscopic view of media effects, focusing on the specific ways in which media content influences individual perceptions and behaviors. Agenda-setting, on the other hand, is a more macroscopic view, focusing on the overall impact of media on public opinion and policy.

Question 6

When Apple Computers cut the price of its popular iPhone to spur sales soon after the device's introduction, those who had already bought the phone, or the ___________, were angry.
A) early adopters
B) change agents
C) agenda-builders
D) primers

Accepted Answer

Early adopters are the group of consumers who purchase a new product soon after it is launched. When Apple reduced the iPhone's price, early adopters felt disadvantaged because they had paid more for the same product.

Question 7

Researchers have documented systematic differences in knowledge between better-informed and less informed segments of the population that can be attributed to the differing availability of news. This is referred to as the ______.
A) ubiquity effect
B) spiral-of-silence
C) priming effect
D) knowledge gap

Accepted Answer

The term "knowledge gap" refers to the phenomenon where systematic differences in knowledge between better-informed and less informed segments of the population are observed, often due to varying levels of access to information or news.

Question 8

In information/innovation diffusion theory, those who directly influence early adopters and opinion leaders are called _______.
A) media elites
B) change agents
C) first-order adopters
D) primers

Accepted Answer

Change agents are individuals or entities that directly influence early adopters and opinion leaders, facilitating the adoption of innovations or changes within a system or community.

Question 9

Research that demonstrated a significant knowledge gap between American television news viewers and those in several other countries attributed that gap to _______.
A) the public service orientation of television news in those other countries
B) lack of media literacy training in the U.S.
C) the complexity of political life in the U.S. versus those countries
D) the lack of intelligence of typical U.S. TV viewers

Accepted Answer

The significant knowledge gap between American television news viewers and those in several other countries is attributed to the public service orientation of television news in those other countries, which often leads to more in-depth reporting and coverage of international news compared to the more commercialized and entertainment-focused news media in the U.S.

Question 10

The OMA model of digital information use predicts that differences in opportunities, _______, and abilities to access that information will predict knowledge and political action.
A) management of time
B) multitasking
C) money
D) motivations

Accepted Answer

The OMA model (Opportunities, Motivations, Abilities) suggests that differences in opportunities, motivations, and abilities to access information will predict knowledge and political action. Motivations are a key component, as they drive the desire to seek out and use information.

Question 11

Like closely related diffusion theory, social marketing theory is practically oriented and essentially ________.
A) interpretive
B) channel-centered
C) receiver-oriented
D) source-dominated

Accepted Answer

The answer of Like closely related diffusion theory, social marketing...

Question 12

When online news sites and legacy media shape one another's news coverage, ______ is said to occur.
A) reciprocal agenda-building
B) intermedia agenda-building
C) intermedia agenda-setting
D) agenda-chasing

Accepted Answer

Intermedia agenda-building occurs when different media outlets influence each other's news coverage, such as when online news sites and legacy media shape one another's agendas.

Question 13

When news outlets, in their quest for audience, rely on social media sharing and Internet search data to determine what stories to cover rather than rely on the editorial judgment of their editors and journalists, ___________ is said to occur.
A) reciprocal agenda-building
B) intermedia agenda-building
C) intermedia agenda-setting
D) agenda-chasing

Accepted Answer

Agenda-chasing occurs when news outlets prioritize stories based on their popularity on social media and Internet searches, rather than on editorial judgment, to attract a larger audience.

Question 14

Elisabeth Noelle-Neumann argued identified three characteristics of the news media that produce a scarcity of points-of-view. One, _________, refers to the similarity of values held by journalists that influences the content they produce.
A) consonance
B) ubiquity
C) cumulation
D) agreement

Accepted Answer

Consonance refers to the similarity in attitudes, values, and beliefs among journalists, which can lead to a homogeneity in media content, reflecting a narrow range of perspectives.

Question 15

Elisabeth Noelle-Neumann argued that people employ their ______, something of a 6^th sense allowing them to assess the distribution of opinions for and against their ideas. A) gut reaction B) knowledge of Facebook "likes" C) quasi-statistical organ D) reading of the cultural data

Accepted Answer

Elisabeth Noelle-Neumann's theory of the spiral of silence refers to the quasi-statistical organ, which she described as a sixth sense that individuals use to gauge public opinion and the prevalence of their views within society.

Question 16

Microscopic level theories are concerned with how mass communication can bring about major changes in the social world.

Accepted Answer

Microscopic level theories focus on individual or small group interactions and their immediate social environments, rather than on how mass communication can bring about major changes in the social world, which is more aligned with macroscopic level theories.

Question 17

The ubiquity of smartphones has erased the digital divide.

Accepted Answer

While smartphones have increased internet access, the digital divide persists due to factors like affordability, digital literacy, and infrastructure disparities.

Question 18

Information/innovation diffusion theory assigns a primary and significant role to mass media in spreading information and innovations.

Accepted Answer

The answer of Information/innovation diffusion theory assigns a primary and...

Question 19

A meta-analysis identifies important consistencies in previous research findings on a specific topic and systematically integrates them into a fuller understanding.

Accepted Answer

A meta-analysis combines results from multiple studies to identify patterns, consistencies, and overall effects, providing a comprehensive understanding of a research topic.

Question 20

Research indicates that spiral of silence is a face-to-face phenomenon; it does not operate in online environments.

Accepted Answer

The spiral of silence can also occur in online environments, where individuals may refrain from expressing opinions they perceive as unpopular.

Quiz 11: Effect of Media on Knowledge, Information, and Perception of Social Issues

_________ combines many ideas about media effects into a global perspective on how campaign communication can change our actions and achieve pro-social objectives.

Which phrase best summarizes agenda setting theory?

Diffusion theory assumes that ___________ are most effective in spreading acceptance of innovations.

A popular rock star becomes involved in a scandal that raises questions concerning his close association with white supremacists. People become hesitant to defend him publicly and he loses a valuable advertising contract. This example best illustrates _________.

One of the differences between agenda-setting and agenda-building is that the former is more and the latter more in its view of media effects.

When Apple Computers cut the price of its popular iPhone to spur sales soon after the device's introduction, those who had already bought the phone, or the ___________, were angry.

Researchers have documented systematic differences in knowledge between better-informed and less informed segments of the population that can be attributed to the differing availability of news. This is referred to as the ______.

In information/innovation diffusion theory, those who directly influence early adopters and opinion leaders are called _______.

Research that demonstrated a significant knowledge gap between American television news viewers and those in several other countries attributed that gap to _______.

The OMA model of digital information use predicts that differences in opportunities, _______, and abilities to access that information will predict knowledge and political action.

Like closely related diffusion theory, social marketing theory is practically oriented and essentially ________.

When online news sites and legacy media shape one another's news coverage, ______ is said to occur.

When news outlets, in their quest for audience, rely on social media sharing and Internet search data to determine what stories to cover rather than rely on the editorial judgment of their editors and journalists, ___________ is said to occur.

Elisabeth Noelle-Neumann argued identified three characteristics of the news media that produce a scarcity of points-of-view. One, _________, refers to the similarity of values held by journalists that influences the content they produce.

Elisabeth Noelle-Neumann argued that people employ their ______, something of a 6^th sense allowing them to assess the distribution of opinions for and against their ideas.

Microscopic level theories are concerned with how mass communication can bring about major changes in the social world.

The ubiquity of smartphones has erased the digital divide.

Information/innovation diffusion theory assigns a primary and significant role to mass media in spreading information and innovations.

A meta-analysis identifies important consistencies in previous research findings on a specific topic and systematically integrates them into a fuller understanding.

Research indicates that spiral of silence is a face-to-face phenomenon; it does not operate in online environments.

Quiz 11: Effect of Media on Knowledge, Information, and Perception of Social Issues

_________ combines many ideas about media effects into a global perspective on how campaign communication can change our actions and achieve pro-social objectives.

Which phrase best summarizes agenda setting theory?

Diffusion theory assumes that ___________ are most effective in spreading acceptance of innovations.

A popular rock star becomes involved in a scandal that raises questions concerning his close association with white supremacists. People become hesitant to defend him publicly and he loses a valuable advertising contract. This example best illustrates _________.

One of the differences between agenda-setting and agenda-building is that the former is more ________ and the latter more ________ in its view of media effects.

When Apple Computers cut the price of its popular iPhone to spur sales soon after the device's introduction, those who had already bought the phone, or the ___________, were angry.

Researchers have documented systematic differences in knowledge between better-informed and less informed segments of the population that can be attributed to the differing availability of news. This is referred to as the ______.

In information/innovation diffusion theory, those who directly influence early adopters and opinion leaders are called _______.

Research that demonstrated a significant knowledge gap between American television news viewers and those in several other countries attributed that gap to _______.

The OMA model of digital information use predicts that differences in opportunities, _______, and abilities to access that information will predict knowledge and political action.

Like closely related diffusion theory, social marketing theory is practically oriented and essentially ________.

When online news sites and legacy media shape one another's news coverage, ______ is said to occur.

When news outlets, in their quest for audience, rely on social media sharing and Internet search data to determine what stories to cover rather than rely on the editorial judgment of their editors and journalists, ___________ is said to occur.

Elisabeth Noelle-Neumann argued identified three characteristics of the news media that produce a scarcity of points-of-view. One, _________, refers to the similarity of values held by journalists that influences the content they produce.

Elisabeth Noelle-Neumann argued that people employ their ______, something of a 6th sense allowing them to assess the distribution of opinions for and against their ideas.

Microscopic level theories are concerned with how mass communication can bring about major changes in the social world.

The ubiquity of smartphones has erased the digital divide.

Information/innovation diffusion theory assigns a primary and significant role to mass media in spreading information and innovations.

A meta-analysis identifies important consistencies in previous research findings on a specific topic and systematically integrates them into a fuller understanding.

Research indicates that spiral of silence is a face-to-face phenomenon; it does not operate in online environments.

One of the differences between agenda-setting and agenda-building is that the former is more and the latter more in its view of media effects.

Elisabeth Noelle-Neumann argued that people employ their ______, something of a 6^th sense allowing them to assess the distribution of opinions for and against their ideas.