mediaessentials3e

Question 1

During what time period did Walter Lippmann and others develop more scientific approaches to mass media research?

During the late nineteenth century

After World War II

During the late 1920s and 1930s

During the 1970s

Your answer has been submitted. The answer can be found on page 501.

Question 2

Who defined propaganda as “the control of opinion by significant symbols, … by stories, rumors, reports, pictures and other forms of social communication”?

Harold Lasswell

Daniel Czitrom

Walter Lippmann

Alexis de Tocqueville

Your answer has been submitted. The answer can be found on page 502.

Question 3

What is a pseudo-poll?

Polls that use a random sample of the population

Abbreviated versions of polls that take less time for a person to answer

Person-in-the-street or call-in polls that address a “question of the day”

All of the above

Your answer has been submitted. The answer can be found on page 502.

Question 4

Which of the following measure the behavior, attitudes, and cognition of individuals?

Opinion polls

Marketing research

Social psychology studies

None of the above

Your answer has been submitted. The answer can be found on pages 502-503.

Question 5

_____ developed through the efforts of advertisers and product companies.

Marketing research

Social psychology studies

Public opinion research

Propaganda analysis

Your answer has been submitted. The answer can be found on page 503.

Question 6

The _____, also called the magic bullet theory, attributes powerful effects to the mass media.

hypodermic needle model

minimal effects model

uses and gratifications model

social learning theory

Your answer has been submitted. The answer can be found on page 507.

Question 7

The final step used in the scientific method is ___________.

Determine an appropriate method or research design.

Review existing research and theories related to the problem.

Interpret the implications of the study.

Analyze results to see whether they verify the hypotheses.

Your answer has been submitted. The answer can be found on page 509.

Question 8

Demonstrating that a study actually measures what it claims to measure refers to its ___________.

objectivity

reliability

validity

independent variable

Your answer has been submitted. The answer can be found on page 509.

Question 9

Which of the following is a benefit of survey research?

They give researchers access to diverse cross sections of people.

They can investigate populations over a long time period.

They enable researchers to examine demographic factors.

All of the above

Your answer has been submitted. The answer can be found on page 510.

Question 10

_____ is the idea that the mass media determines the major topics of discussion for individuals and society.

The cultivation effect

Agenda setting

Media effects

Selective retention

Your answer has been submitted. The answer can be found on page 513.

Question 11

Horace Newcomb applied textual analysis to what TV show?

Bewitched

Beverly Hillbillies

Dragnet

All of the above

Your answer has been submitted. The answer can be found on page 517.

Question 12

The audience studies performed by Janice Radway helped to define culture as ________.

comprising products of a society

comprising economic interests, political power, and ways in which that power is used

comprising processes that forge products of a society

Both a and c

Your answer has been submitted. The answer can be found on page 517.

Question 13

According to the political economy studies, what is the driving force behind public communication and popular culture?

Money

Democratic expression

Creative expression

Both a and c

Your answer has been submitted. The answer can be found on page 520.

Question 14

Which of the following is an example of a weakness of cultural studies?

Some studies focus too heavily on the meanings of media, ignoring their effect on audiences.

Some studies pay too much attention to the arrangement of power and status in society.

Some studies interpret stories, messages, and meanings in our culture.

None of the above

Your answer has been submitted. The answer can be found on page 520.

Question 15

When did academics start becoming increasingly active in political and cultural life in a response to criticism that they were disconnected from regular people?

1950s-1960s

1970s-1980s

1980s-1990s

1990s-2000s

Your answer has been submitted. The answer can be found on page 521.

Chapter 15 Quiz 1

Question 1

Question 2

Question 3

Question 4

Question 5

Question 6

Question 7

Question 8

Question 9

Question 10

Question 11

Question 12

Question 13

Question 14

Question 15