Media/Impact: An Introduction to Mass Media 12th Edition

1. The average U.S. adult spends more than ____ of his or her waking life with the mass media. a. 20 percent b. 30 percent c. 50 percent d. 75 percent ANSWER: d REFERENCES: Mass Media Are Everywhere You Are 2. Advertising makes up more than ______ of printed space in daily newspapers: a. one-half b. three-fourths c. one-third d. two-thirds ANSWER: d REFERENCES:

1. Advertising is: a. not a medium but a support industry in America. b. overseen by the Federal Trade Commission. c. how American consumers pay for most of their media. d. All of these answers are correct. ANSWER: d REFERENCES: Advertising Supports Mass Media 2. Inthe1800s,mostmediaownersresponsetoconsumercomplaintsaboutadvertising was to: a. develop an open advertising policy, which allowed them to continue

1. In the classic definition, public relations involves: a. creating understanding for or good will toward, a company, a person or a product. b. protecting a client from negative publicity. c. creating a positive image, even by less-than-honest means, if necessary. d. creating goodwill for a client by strategically purchasing advertising. ANSWER: a REFERENCES: What's Ahead 2.

1. During the Civil War: a. reporters were accredited for the first time as war correspondents by the government. b. the government strictly censored news reports. c. journalists were not allowed access to the soldiers. d. reporters were embedded with the troops. ANSWER: a 2. Ernie Pyle: a. was a World War II photographer. b. wrotestoriesduringWorldWarIIthatdebunkedthegloryofwar. c. was an

1. ________ analyzes how people use information they receive from the media: a. Media behavior theory b. Media effects research c. Media content analysis d. Magic bullet theory ANSWER: b REFERENCES: Scholars Look for Patterns 2. Marshall McLuhan is best remembered for which concept? a. Advertising fulfills an economic function. b. The medium is the message. c. Television is too

1. The belief that the U.S. press should be free from government control originated with the: a. First Amendment. b. Sixth Amendment. c. Declaration of Independence. d. New Deal. ANSWER: a REFERENCES: What's Ahead 2. Which of the following was not an attempt by government to control free speech? a. the Alien and Sedition Laws of 1798 b. the

1. The word ethics derives from the Greek word ethos, which means: a. truth above all else. b. traditions that govern a culture. c. fairness to all humans. d. respect for the rights of others. ANSWER: b REFERENCES: Ethics Define Responsibilities 2. Which ethical question is raised by a reporter who misrepresents the facts or creates false stories

1. The _____ theory of the press assumes that opposing viewpoints will be heard. a. social responsibility b. cultural diversity c. libertarian d. marketplace of ideas ANSWER: c REFERENCES: Five Political Theories Describe How World Media Operate 2. Media that operate under the developmental theory: a. must be privately owned. b. promotethecountryssocialandeconomicgoals. c. are censored before they publish or broadcast. d.

1. Who launched the Pocket Book series? a. JD Salinger b. Thomas Paine c. Benjamin Franklin d. Robert de Graff ANSWER: d REFERENCES: Cheaper Books Create a Mass Market 2. Benjamin Franklin started: a. the first circulating library in America. b. the first American book printing press. c. the first bookstore. d. the first American publishing house. ANSWER: a REFERENCES: How American

1. Early colonial newspapers: a. were free to criticize the government. b. supported the Stamp Act. c. printedPublishedbyAuthorityonthefirstpagetoindicateBritishapproval. d. never sought financial support from England. ANSWER: c REFERENCES: Publishers Fight for an Independent Press 2. Which British action turned most colonial printers into revolutionaries? a. passage of the Stamp Act b. the Boston Tea Party c. the trial of John

1. The first truly national magazine with a large circulation was: a. American Magazine. b. The Saturday Evening Post. c. Life. d. The New Yorker. ANSWER: b REFERENCES: Magazines Travel Beyond Local Boundaries 2. Magazines widened their audiences in the 1800s by: a. discouraging political debate. b. translating the essays of famous German and French writers. c. catering to women. d.

1. The inventor of the phonograph in 1877 was: a. Emile Berliner b. Joseph Maxfield c. Peter Goldmark d. Thomas Edison ANSWER: d REFERENCES: Edison Introduces His Talking Machine 2. The development of tape recorders included: a. German experimentation during World War II. b. 3Msperfectedproductionofausableplastictape. c. BingCrosbysuseoftaperecording. d. All of these answers are correct. ANSWER: d REFERENCES: Hi-Fi and Stereo Rock In 3. In

1. Heinrich Hertz: a. experimented with radio waves, which became known as Hertzian waves. b. promoted advertising on the radio.. c. built the first wireless TV. d. sent the first message by telegraph. ANSWER: a REFERENCES: Radio Takes a Technological Leap 2. Lee de Forest: a. manufactured crystal detectors that could capture radio waves. b. perfected a glass bulb

1. Americasfirstpublicshowingofamotionpicturewasin: a. 1888 b. 1896 c. 1912 d. 1918 ANSWER: b REFERENCES: Inventors Capture Motion on Film 2. Eadweard Muybridge: a. invented the kinetoscope. b. opened the first nickelodeon. c. directed the first narrative film. d. first photographed motion. ANSWER: d REFERENCES: Inventors Capture Motion on Film 3. D.W.GriffithsThe Birth of a Nation: a. cost five times more to make than any other American

1. The two researchers who played the most significant role in the technical development of television were: a. David Sarnoff and William Paley. b. Lee de Forest and Edward R. Murrow. c. Vladimir Zworykin and Philo Farnsworth. d. Lee de Forest and David Sarnoff. ANSWER: c REFERENCES: Visual Radio Becomes Television 2. About 50 percent of all television

1. The National Information Infrastructure is: a. the largest cable TV chain. b. run by the FCC. c. thefederalgovernmentsefforttocoordinatealldifferentsenders,channelsandreceivers. d. the storage system for digitized information. ANSWER: c REFERENCES: Government Attempts to Coordinate and Control the Net 2. A digital communication server is: a. the equipment that delivers programs from their source to subscribers. b. the process that condenses