Question 1

Television's tendency to stabilize and homogenize views within a society in order to create a single allegedly mainstream view is known as __________.
A)mainstreaming
B) gatekeeping
C) homogenization
D) resonance
E) social systems

Accepted Answer

Mainstreaming is the tendency of television to present a homogeneous view of the world in order to create a single mainstream view. It is designed to appeal to the largest possible audience and to avoid polarizing topics or opinions that might offend or alienate viewers. This process can lead to a lack of diversity and a narrowing of perspectives, as alternative viewpoints and marginalized voices may be excluded or ignored.

Question 2

Dom has noticed that after he returned from a study-abroad program there were few news stories from other parts of the world. The theory that best explains what Dom was noticing is __________.
A) the hypodermic needle model
B) uses and gratification theory
C) agenda setting
D)gatekeeping
E) reasonance

Accepted Answer

D

Question 3

Heavy television viewers are more likely to have beliefs that reflect the worldview portrayed by television, which is not equivalent to reality. In television entertainment programming, 77% of major characters that commit crimes perpetrate acts of violence, compared to roughly 10% of actually reported crimes. This is an example of __________.
A) agenda setting
B)cultivation theory
C) supporting dominant social systems
D) uses and gratification theory
E) standpoint theory

Accepted Answer

This scenario exemplifies cultivation theory, which suggests that heavy television viewers become more susceptible to accepting the reality portrayed on television as their own reality. The worldview portrayed on television may not reflect real-world phenomena accurately. Thus, heavy television viewers are more susceptible to believing that the majority of crimes involve violence because they have consumed television entertainment programming.

Question 4

During the tribal epoch, the dominant sense was __________.
A) sight
B)hearing
C) touch
D) smell
E) taste

Accepted Answer

During the tribal epoch, hearing was the dominant sense. This was because communication was essential for survival, and hearing was the primary mode of communication among tribes. The ability to detect sounds and distinguish between them was crucial for hunting, warning of danger, and forming social bonds.

Question 5

Lucinda was working for a newspaper and wanted to cover a story. She went to her editor with the idea and she responded that this was not a very important issue. The editor was engaging in __________.
A) media determinism
B) agenda setting
C)political economy studies
D) media dependency
E) cultivation

Accepted Answer

The answer of Lucinda was working for a newspaper and...

Question 6

The process by which a viewer's basic view of the world can be affected due to watching large amounts of television over time is known as __________.
A) agenda setting
B) product placement
C)cultivation
D) uses and gratification
E) mainstreaming

Accepted Answer

Cultivation theory suggests that long-term exposure to televised content can shape an individual's perceptions and beliefs about the world. This can lead to a 'cultivated' view of reality that may differ from objective reality. Agenda setting refers to media's ability to influence what issues are important to the public, while product placement is the deliberate inclusion of branded products within television programming. Uses and gratification theory explores why people choose to consume media, and mainstreaming refers to the tendency for heavy television viewers to develop similar beliefs and values as a result of their exposure to similar messages.

Question 7

Which of the following is NOT an example of mass communication?
A) books
B) blogs
C) film
D)e-mailing a friend
E) television

Accepted Answer

E-mailing a friend is a form of interpersonal communication, not mass communication, as it involves communication between two individuals rather than a sender and a large audience. The other options are examples of mass communication, as they involve transmission of information to a large audience.

Question 8

To become a more responsible and thoughtful consumer of mass communication we should __________.
A) develop media literacy
B) be aware of the patterns mass media employ
C) recognize that mass communication is one of many influences on individuals and society
D) actively interrogate media messages
E)all of the above

Accepted Answer

All of the given options are important steps in becoming a more responsible and thoughtful consumer of mass communication. Developing media literacy, being aware of patterns employed by mass media, recognizing that mass communication is just one influence, and actively interrogating media messages can help individuals understand and analyze the messages they consume and make more informed decisions about the information they believe and the actions they take as a result.

Question 9

Mass communication uses gatekeepers to determine what consumers come to know, believe, and understand are issues they should deem as worthy of serious attention. This view of how mass communication operates represents __________.
A) cultivation theory
B) critical theory
C) uses and gratification
D)agenda setting theory
E) agency theory

Accepted Answer

The idea of gatekeepers controlling what information is deemed important and worthy of attention by the public is a central premise of agenda setting theory in mass communication.

Question 10

Janis loved watching TV. She really liked to get into shows so that she could forget the problems she was facing. Which theory would best explain the impact that watching television has had on Janis?
A) magic bullet theory
B)uses and gratification theory
C) cultivation theory
D) cultural studies theory
E) media literacy theory

Accepted Answer

The uses and gratification theory suggests that individuals actively choose media content to satisfy their specific needs and desires. Janis watches TV to escape from her problems, indicating that she is seeking emotional gratification from television.

Question 11

Invention of the phonetic alphabet ushered in which epoch in many societies?
A) tribal
B)literate
C) print
D) electronic
E) telegraph

Accepted Answer

The invention of the phonetic alphabet allowed for the development of written language and literacy in many societies. It marked the transition from primarily oral traditions to written traditions, leading to the beginning of the literate epoch.

Question 12

Increased access to information made possible by electronic communication that links people all over the world creating a modern world-wide community is known as __________.
A)global village
B) hypodermic needle model
C) gate keeper
D) agenda setting
E) cultivation theory

Accepted Answer

The term "global village" was coined by Marshall McLuhan to describe the idea that the world is becoming a smaller place as a result of electronic communication and increasing access to information. This concept suggests that people all over the world are becoming more connected and interdependent, just like a small village.

Question 13

Marshall McLuhan claimed that the dominant media at any given time in a society strongly shape __________.
A)individual and collective life
B) public speaking
C) cognitive complexity
D) a and c
E) all of the above

Accepted Answer

Marshall McLuhan is famous for his assertion that the dominant media of a time profoundly influence both individual and collective life, shaping how society thinks, communicates, and behaves.

Question 14

When a TV show or film incorporates the product into the storyline they are engaging in __________.
A) product agenda setting
B) product placement
C)immersive advertising
D) immersive product placement
E) uses and gratifications

Accepted Answer

The answer of When a TV show or film incorporates...

Question 15

The mass media theory that claims that television promotes a worldview that is inaccurate but that views may assume reflects real life is known as __________.
A) agenda setting theory
B)cultivation theory
C) uses and gratification theory
D) gatekeeping theory
E) hypodermic needle theory

Accepted Answer

The description of the theory fits cultivation theory, which argues that prolonged exposure to media content can shape a viewer's perception of reality and promote a skewed worldview that may not be accurate but is assumed to reflect real life. Agenda setting theory focuses on how media can influence what people think about, while uses and gratification theory focuses on how people use media to fulfill their needs. Gatekeeping theory examines the role of media gatekeepers in selecting and shaping news content. Hypodermic needle theory suggests that media messages are directly injected into the minds of audiences, leading to immediate and uniform effects.

Question 16

If commercial programming consistently portrays European Americans as upstanding citizens and members of other races as lazy, criminal, or irresponsible, viewers may come to accept such representations as factual. This is known as __________.
A) gatekeeping
B)mainstreaming
C) reasonance
D) the mean world syndrome
E) constructing the news

Accepted Answer

Mainstreaming is the process by which heavy viewers of television may start to perceive the social reality presented on TV as accurate, even when it is not. This can lead to stereotypes being accepted as facts, as described in the scenario.

Question 17

During the literate epoch, the dominant sense was __________.
A)sight
B) hearing
C) touch
D) smell
E) taste

Accepted Answer

During the literate epoch, with the rise of written language and artifacts such as books, the dominant sense became sight as people began relying more on reading and visually interpreting information.

Question 18

Of all the cadets who withdrew from the Citadel in 1995, the media selected Shannon Faulkner and called her to the public's attention. This is an example of which of the following?
A)agenda setting
B) cultivation theory
C) supporting dominant social systems
D) uses and gratification
E) standpoint theory

Accepted Answer

Agenda setting is the process of selecting certain topics, events, or issues and emphasizing their importance or relevance in the media, which can direct public attention and perception of those issues. In this case, the media selected Shannon Faulkner as an example of the larger issue of gender integration at the Citadel, highlighting the importance of this issue in the public eye.

Question 19

After a heavy session of studying for final exams, Barbara and Lynn wish to relax for a few hours. Feeling melancholy and in the mood for escapist romanticism, they rent the video Titanic. The choice of media content Barbara and Lynn made reflect __________.
A) agenda setting
B) cultivation theory
C) supporting dominant social systems
D)uses and gratification
E) standpoint theory

Accepted Answer

The choice of media content that Barbara and Lynn made reflects their desire for relaxation and escape, which is in line with uses and gratification theory, where individuals seek media content that fulfills their specific needs and desires. The other options do not explain the choice of media content in this scenario.

Question 20

The Electronic Epoch in McLuhan's review of human history began with __________.
A)the telegraph
B) the telephone
C) the newspaper
D) the radio
E) the television

Accepted Answer

McLuhan believed that the telegraph was the first electronic medium that greatly impacted human communication and consciousness, marking the beginning of the Electronic Epoch.

Quiz 14: Mass Communication

Television's tendency to stabilize and homogenize views within a society in order to create a single allegedly mainstream view is known as __________.

Dom has noticed that after he returned from a study-abroad program there were few news stories from other parts of the world. The theory that best explains what Dom was noticing is __________.

During the tribal epoch, the dominant sense was __________.

Lucinda was working for a newspaper and wanted to cover a story. She went to her editor with the idea and she responded that this was not a very important issue. The editor was engaging in __________.

The process by which a viewer's basic view of the world can be affected due to watching large amounts of television over time is known as __________.

Which of the following is NOT an example of mass communication?

To become a more responsible and thoughtful consumer of mass communication we should __________.

Mass communication uses gatekeepers to determine what consumers come to know, believe, and understand are issues they should deem as worthy of serious attention. This view of how mass communication operates represents __________.

Janis loved watching TV. She really liked to get into shows so that she could forget the problems she was facing. Which theory would best explain the impact that watching television has had on Janis?

Invention of the phonetic alphabet ushered in which epoch in many societies?

Increased access to information made possible by electronic communication that links people all over the world creating a modern world-wide community is known as __________.

Marshall McLuhan claimed that the dominant media at any given time in a society strongly shape __________.

When a TV show or film incorporates the product into the storyline they are engaging in __________.

The mass media theory that claims that television promotes a worldview that is inaccurate but that views may assume reflects real life is known as __________.

If commercial programming consistently portrays European Americans as upstanding citizens and members of other races as lazy, criminal, or irresponsible, viewers may come to accept such representations as factual. This is known as __________.

During the literate epoch, the dominant sense was __________.

Of all the cadets who withdrew from the Citadel in 1995, the media selected Shannon Faulkner and called her to the public's attention. This is an example of which of the following?

After a heavy session of studying for final exams, Barbara and Lynn wish to relax for a few hours. Feeling melancholy and in the mood for escapist romanticism, they rent the video Titanic. The choice of media content Barbara and Lynn made reflect __________.

The Electronic Epoch in McLuhan's review of human history began with __________.