Question 1

MATCHING
-polysemy
A) theory that suggests media messages have long-term influence
B)the construction of a meaningful message
C)theory that suggests opinion leaders mediate media messages
D)set of rules that govern the use of visual and linguistic signs
E)theory that sees audiences as helpless to resist media messages
F)theory that explains why people engage with the media they do
G)many meanings
H)qualitative research method based upon direct observation
I)deciphering the meaning of a message
J)many values

Accepted Answer

Polysemy refers to the concept of having many meanings, particularly in the context of words, phrases, signs, or symbols.

Question 2

MATCHING
-polyvalence
A) theory that suggests media messages have long-term influence
B)the construction of a meaningful message
C)theory that suggests opinion leaders mediate media messages
D)set of rules that govern the use of visual and linguistic signs
E)theory that sees audiences as helpless to resist media messages
F)theory that explains why people engage with the media they do
G)many meanings
H)qualitative research method based upon direct observation
I)deciphering the meaning of a message
J)many values

Accepted Answer

J

Question 3

MATCHING
-encoding
A) theory that suggests media messages have long-term influence
B)the construction of a meaningful message
C)theory that suggests opinion leaders mediate media messages
D)set of rules that govern the use of visual and linguistic signs
E)theory that sees audiences as helpless to resist media messages
F)theory that explains why people engage with the media they do
G)many meanings
H)qualitative research method based upon direct observation
I)deciphering the meaning of a message
J)many values

Accepted Answer

Encoding refers to the construction of a meaningful message, where the sender formulates the message to be communicated.

Question 4

MATCHING
-decoding
A) theory that suggests media messages have long-term influence
B)the construction of a meaningful message
C)theory that suggests opinion leaders mediate media messages
D)set of rules that govern the use of visual and linguistic signs
E)theory that sees audiences as helpless to resist media messages
F)theory that explains why people engage with the media they do
G)many meanings
H)qualitative research method based upon direct observation
I)deciphering the meaning of a message
J)many values

Accepted Answer

Decoding is the process of deciphering the meaning of a message, which involves interpreting and understanding the content and intent of the communication.

Question 5

MATCHING
-code
A) theory that suggests media messages have long-term influence
B)the construction of a meaningful message
C)theory that suggests opinion leaders mediate media messages
D)set of rules that govern the use of visual and linguistic signs
E)theory that sees audiences as helpless to resist media messages
F)theory that explains why people engage with the media they do
G)many meanings
H)qualitative research method based upon direct observation
I)deciphering the meaning of a message
J)many values

Accepted Answer

The answer of MATCHING
-code
A) theory that suggests media messages have...

Question 6

MATCHING
-ethnography
A) theory that suggests media messages have long-term influence
B)the construction of a meaningful message
C)theory that suggests opinion leaders mediate media messages
D)set of rules that govern the use of visual and linguistic signs
E)theory that sees audiences as helpless to resist media messages
F)theory that explains why people engage with the media they do
G)many meanings
H)qualitative research method based upon direct observation
I)deciphering the meaning of a message
J)many values

Accepted Answer

Ethnography is a qualitative research method based on direct observation and participation, often used in the study of cultures and communities.

Question 7

MATCHING
-hypodermic needle
A) theory that suggests media messages have long-term influence
B)the construction of a meaningful message
C)theory that suggests opinion leaders mediate media messages
D)set of rules that govern the use of visual and linguistic signs
E)theory that sees audiences as helpless to resist media messages
F)theory that explains why people engage with the media they do
G)many meanings
H)qualitative research method based upon direct observation
I)deciphering the meaning of a message
J)many values

Accepted Answer

The hypodermic needle theory, also known as the "magic bullet" theory, posits that media messages are injected directly into the passive audience, suggesting that audiences are powerless to resist the impact of media messages. This aligns with choice E, which describes the theory as seeing audiences as helpless to resist media messages.

Question 8

MATCHING
-two-step flow
A) theory that suggests media messages have long-term influence
B)the construction of a meaningful message
C)theory that suggests opinion leaders mediate media messages
D)set of rules that govern the use of visual and linguistic signs
E)theory that sees audiences as helpless to resist media messages
F)theory that explains why people engage with the media they do
G)many meanings
H)qualitative research method based upon direct observation
I)deciphering the meaning of a message
J)many values

Accepted Answer

The two-step flow theory suggests that media messages are first received by opinion leaders and then passed on to others, indicating that opinion leaders mediate the impact of media messages on the public.

Question 9

MATCHING
-cultivation analysis
A) theory that suggests media messages have long-term influence
B)the construction of a meaningful message
C)theory that suggests opinion leaders mediate media messages
D)set of rules that govern the use of visual and linguistic signs
E)theory that sees audiences as helpless to resist media messages
F)theory that explains why people engage with the media they do
G)many meanings
H)qualitative research method based upon direct observation
I)deciphering the meaning of a message
J)many values

Accepted Answer

Cultivation analysis is a theory that suggests that long-term exposure to media content has a small but measurable influence on the perceptions of the reality of the audience.

Question 10

MATCHING
-uses & gratifications
A) theory that suggests media messages have long-term influence
B)the construction of a meaningful message
C)theory that suggests opinion leaders mediate media messages
D)set of rules that govern the use of visual and linguistic signs
E)theory that sees audiences as helpless to resist media messages
F)theory that explains why people engage with the media they do
G)many meanings
H)qualitative research method based upon direct observation
I)deciphering the meaning of a message
J)many values

Accepted Answer

Uses and Gratifications Theory explains why individuals actively seek out specific media to satisfy various personal needs or gratifications, highlighting the active role of the audience in selecting media.

Question 11

Which traditional view of audiences suggests that media messages are filtered through opinion leaders?
A) hypodermic needle
B) two-step flow
C) cultivation analysis
D) uses and gratifications

Accepted Answer

The two-step flow theory suggests that media messages are first received by opinion leaders and then passed on to others, implying a filtering process through these leaders.

Question 12

Which traditional view of audiences was the first to study media effects longitudinally (i.e., over long periods of time)?
A) hypodermic needle
B) two-step flow
C) cultivation analysis
D) uses and gratifications

Accepted Answer

Cultivation analysis is the correct answer because it focuses on the long-term effects of television and media on audiences, particularly how media shapes viewers' perceptions of reality over time. This approach, developed by George Gerbner in the 1960s, contrasts with earlier models by examining how prolonged exposure to media content can influence people's beliefs and attitudes.

Question 13

Which traditional view of audiences sees audiences as helpless to resist media messages?
A) hypodermic needle
B) two-step flow
C) cultivation analysis
D) uses and gratifications

Accepted Answer

The hypodermic needle theory suggests that media messages are injected directly into the passive audience, implying that people are powerless to resist the influence of the media.

Question 14

According to Stuart Hall, what is the most common mode of decoding?
A) generic
B) dominant
C) negotiated
D) oppositional

Accepted Answer

Stuart Hall argued that the most common mode of decoding is negotiated, where the audience partially accepts the dominant meaning but also incorporates their own interpretations and experiences.

Question 15

According to Stuart Hall, 'perfectly transparent communication' is related to which mode of decoding?
A) generic
B) dominant
C) negotiated
D) oppositional

Accepted Answer

Stuart Hall's concept of 'perfectly transparent communication' is associated with the dominant mode of decoding. In this mode, the audience decodes the message exactly as it was intended by the sender, without any misinterpretation or resistance. This means that the viewer fully accepts and reproduces the intended meaning of the message, aligning with the dominant or preferred reading.

Question 16

According to John Fiske, which theory accounts for the popularity of some media texts?
A) polyester
B) polysemy
C) polygamy
D) polyvalence

Accepted Answer

John Fiske's theory of polysemy suggests that media texts are popular because they can be interpreted in multiple ways by different audiences, allowing for a wide range of meanings and interpretations.

Question 17

According to Celeste Condit, which theory best accounts for how audiences can agree on the meaning of a text, but judge the social worth of that meaning differently?
A) polyester
B) polysemy
C) polygamy
D) polyvalence

Accepted Answer

Celeste Condit's theory of polyvalence explains how audiences can agree on the meaning of a text but have different evaluations of its social worth. This theory suggests that while the interpretation of a message might be consistent among different people, their judgments about its implications or value can vary widely.

Question 18

According to Celeste Condit, which of the following is NOT a limitation of polysemy?
A) access to dominant codes
B) ratio of work to pleasure
C) repertoire of available texts
D) the historical occasion

Accepted Answer

The answer of According to Celeste Condit, which of the...

Question 19

Which concept best accounts for polysemy that is intentionally created by a media producer?
A) resistive reading
B) strategic ambiguity
C) hermeneutic depth
D) subliminal messages

Accepted Answer

Strategic ambiguity is a communication technique used by media producers and others to intentionally create messages that can be interpreted in multiple ways. This approach allows for a broad range of interpretations, making it a powerful tool for engaging diverse audiences without committing to a single, potentially divisive, meaning.

Question 20

Which concept best accounts for polysemy that is generated by audiences?
A) resistive reading
B) strategic ambiguity
C) hermeneutic depth
D) subliminal messages

Accepted Answer

Resistive reading best accounts for polysemy generated by audiences because it refers to the practice of interpreting texts in ways that resist or oppose intended or dominant readings, allowing for multiple interpretations by different audiences.

Quiz 10: Reception Analysis

MATCHING -polysemy

MATCHING -polyvalence

MATCHING -encoding

MATCHING -decoding

MATCHING -code

MATCHING -ethnography

MATCHING -hypodermic needle

MATCHING -two-step flow

MATCHING -cultivation analysis

MATCHING -uses & gratifications

Which traditional view of audiences suggests that media messages are filtered through opinion leaders?

Which traditional view of audiences was the first to study media effects longitudinally (i.e., over long periods of time) ?

Which traditional view of audiences sees audiences as helpless to resist media messages?

According to Stuart Hall, what is the most common mode of decoding?

According to Stuart Hall, 'perfectly transparent communication' is related to which mode of decoding?

According to John Fiske, which theory accounts for the popularity of some media texts?

According to Celeste Condit, which theory best accounts for how audiences can agree on the meaning of a text, but judge the social worth of that meaning differently?

According to Celeste Condit, which of the following is NOT a limitation of polysemy?

Which concept best accounts for polysemy that is intentionally created by a media producer?

Which concept best accounts for polysemy that is generated by audiences?