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Chapter 13: Theories and Effects of Mass Communication
Baran: Introduction to Mass Communication: Media Literacy and Culture, 9e TB-13 | 7
whole or part.
which observers do not exactly copy what they have seen but make a more generalized, still-
related response.
a. modeling
b. vicarious reinforcement
c. identification
d. behavioral hierarchy
34. In social cognitive theory, seeing a model punished for a behavior reduces the likelihood that
the observer will perform that behavior. This is called
a. observation learning.
b. the inhibitory effect.
c. the disinhibitory effect.
d. vicarious reinforcement.
35. In social cognitive theory, seeing a model rewarded for prohibited or threatening behavior
increases the likelihood that the observer will perform that behavior. This is called
a. observation learning.
b. the inhibitory effect.
c. the disinhibitory effect.
d. vicarious reinforcement.
36. The underlying assumption of _____________ theory is that our experience of reality is an
ongoing, social construction, not something that is only sent, delivered, or otherwise
transmitted to a docile public.
a. uses and gratifications
b. limited effects
c. attitude change
d. cultural
37. Theorists in the 1930s who valued serious art and saw consumption of art as a means to
elevate people to a better life represented
a. attitude change theory.
b. Neo-Marxism
c. the Frankfurt School.
d. British cultural theory.
38. People frequently use symbolic interaction theory when they are studying advertising’s
influence because advertisers often succeed by employing _____________, or encouraging
the audience to perceive their products as symbols that have meaning beyond their actual
function.
a. social construction of reality
Chapter 13: Theories and Effects of Mass Communication
Baran: Introduction to Mass Communication: Media Literacy and Culture, 9e TB-13 | 8
whole or part.
b. neo-Marxism
c. symbolic interaction
d. product positioning
39. _____________ theory argues that people who share a culture also share an ongoing
correspondence of meaning.
a. Social construction of reality
b. Cultivation analysis
c. Symbolic interaction
d. Product positioning
40. In social construction of reality theory, _____________ are collections of meanings assigned
to some phenomenon or situation.
a. typification schemes
b. signs
c. symbols
d. artifacts
41. The theory of _____________ says that television constructs a reality of the world that,
although possibly inaccurate, becomes the accepted reality simply because we as a culture
believe it to be true.
a. social construction of reality
b. cultivation analysis
c. symbolic interaction
d. product positioning
42. The belief foremost in cultivation analysis is that because we all share a common public
message system (television), the _____________ of reality occurs, moving individual and
different people toward a shared, television-created understanding of how things are.
a. mean world
b. resonance
c. mainstreaming
d. positioning
43. _____________ theories rely on the idea that the media operate primarily to justify and
support the status quo at the expense of ordinary people.
a. Social scientific
b. Cultivation
c. British cultural
d. Critical cultural
Chapter 13: Theories and Effects of Mass Communication
Baran: Introduction to Mass Communication: Media Literacy and Culture, 9e TB-13 | 9
whole or part.
44. Marxism rests on the belief that people are oppressed by those who own the factories and the
land—the means of production, or
a. base.
b. superstructure.
c. cultural assumption.
d. commune.
45. Modern neo-Marxist mass communication theorists believe that people are oppressed by
those who control the culture, or _____________; in other words, religion, politics, arts,
literature, and the mass media.
a. base
b. superstructure
c. cultural assumption
d. communistic
46. _____________ is the study of how economic and other influences on the way news is
produced distort and bias news coverage toward those in power.
a. Symbolic interaction
b. Social construction of reality
c. The Frankfurt School
d. News production research
47. The daily time and cost demands of U.S. journalism result in newspapers and broadcasts
composed of a large number of brief, capsulated stories with little room for perspective and
context, resulting in _____________ news.
a. personalized
b. dramatized
c. fragmented
d. normalized
48. Mass society theory is an example of a middle-range theory.
49. Critical cultural theory typically finds its intellectual home in conservative political circles.
Chapter 13: Theories and Effects of Mass Communication
Baran: Introduction to Mass Communication: Media Literacy and Culture, 9e TB-13 | 10
© 2017 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or
distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in
whole or part.
Answer: F
Bloom’s level: Understand
50. In two-step flow theory, the power of media to change attitudes and behaviors is thought to be
enhanced through the intervention of opinion leaders.
51. Selective exposure predicts that people will interpret messages in a manner consistent with
their preexisting attitudes and beliefs.
52. The uses and gratifications approach is interested in what people do with media rather than in
what media do to people.
53. The idea that media don’t tell us what to think, but what to think about, is called dependency
theory because people are dependent on media for information.
54. In social construction of reality theory, collections of meanings that individuals assign to
specific phenomena and situations are called typification schemes.
55. Neo-Marxist theory focuses on the elite’s control of the base, or means of production.
56. The fundamental assumption of dependency theory is that audience members’ dependency
on the media and their messages heightens the media’s power.
57. Social cognitive theorists consider identification to be a special form of imitation.
Baran: Introduction to Mass Communication: Media Literacy and Culture, 9e TB-13 | 11
© 2017 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or
distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in
whole or part.
58. What assumptions are embedded in magic bullet theory and hypodermic needle theory?
59. What is meant by middle-range theory?
60. What three factors have historically led to shifts in mass communication theory?
61. What is the difference between micro- and macro-level media effects?
62. What is the difference between administrative and critical media research?
63. Briefly describe two-step flow theory.
64. What is meant by dissonance in dissonance theory?
65. How does agenda setting operate in contemporary mass media?
66. Define the symbols, signs, and typification schemes of social construction of reality theory.
67. What is the distinction between Marxist and neo-Marxist theory in regards to base and
superstructure?
Baran: Introduction to Mass Communication: Media Literacy and Culture, 9e TB-13 | 12
© 2017 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or
distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in
whole or part.
68. Cultural theorists believe in powerful media influence. Do you agree or disagree with them?
Defend your answer.
69. Critical cultural theorists argue that elites use their power over the media to maintain a culture
that is beneficial to them and detrimental to most others. Do you agree or disagree with
them? How do you account for the fact that the vast majority of people seem content with the
current structure and operation of our media system? Defend your answer.
70. The text cites three forces that usually operate to bring about shifts in mass communication
theory. What are they? How did they cause a shift from limited effects theories to more
culturally oriented theories?
