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 violent.
d. Children are greatly influenced by the movies they see.
ANSWER: b
REFERENCES: Early Mass Media Studies Assess Impact
3. An early study that concentrated on the effects of movies on children was:
a. one of the Payne Fund studies.
b. the Cantril study.
c. the Marshall McLuhan study.
d. The People’sChoice study.
ANSWER: a
REFERENCES: Scholars Look for Patterns
4. The Cantril study of media effects found that:
a. children were greatly influenced by the movies they saw.
b. most people uncritically accepted information from the media.
c. better-educated people were less likely to believe what the media said.
d. media content should be strictly controlled.
ANSWER: c
REFERENCES: Scholars Look for Patterns
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Chapter 13 Social and Political Issues: Shaping the Arguments
5. Studies by media scholar Carolyn Martindale concluded:
a. thatnonwhitegroupsarevisible“onlyinglimpses”inthemedia.
b. that Latinos are often portrayed as successful professionals on television.
c. thataclimateofbiracialcoexistenceispresentinAmerica’snewsrooms.
d. that non-white groups are presented as an integral part of American society.
ANSWER: a
REFERENCES: Mass Media Slow to Reflect Ethnic Diversity
6. The 1971 study of violence and TV (Television and Social Behavior), conducted by George
Gerbner, found that:
a. there was no connection between TV programming and aggressive behavior.
b. TV violence affected some children who were already predisposed to violence.
c. onlytwooftenprimetimeTVprogramscouldbecalled“violent.”
d. TVviolencehada“magicbullet”effectinleadingtoviolentbehavioramongamajorityof
children.
ANSWER: b
REFERENCES: HowTVAffectsChildren’sBehavior
7. Part of the rising cost of presidential campaigns is due to:
a. the increased costs of TV advertising.
b. cost to campaigns of maintaining Internet Web sites.
c. the costs to debate other candidates on TV.
d. the increased costs of newspaper advertising.
ANSWER: a
REFERENCES: Cost of Political Advertising Skyrockets
8. ThePeople’sChoice study:
a. was the first major study of the influence of media on local school board elections.
b. was a comprehensive examination of candidate behavior.
c. foundthatfamilyandfriendshavemoreeffectonpeople’svotingdecisionsthanthemedia.
d. found that the media convinced a majority of voters to vote for one candidate over the other.
ANSWER: c
REFERENCES: National Political Campaigns Depend on Mass Media
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Chapter 13 Social and Political Issues: Shaping the Arguments
9. The report Television Advertising to Children revealed which of the following?
a. The average child watches 20,000 commercials a year.
b. It called for a ban on sugared products in ads directed at children younger than 12.
c. Mostchildrendon’tdistinguishbetweenadsandregularprogramming.
d. All of these answers are correct.
ANSWER: d
REFERENCES: HowTVAffectsChildren’sBehavior
10. The two-step flow of communication is:
a. between TV advertisers and children.
b. from presidential candidates to the public.
c. the transmittal of information from mass media to opinion leaders and then to friends.
d. when people uncritically accept information from the media.
ANSWER: c
REFERENCES: National Political Campaigns Depend on Mass Media
11. After studying the 1972 presidential race (The Unseeing Eye), researchers Thomas
Patterson and Robert McClure concluded that political advertising on television:
a. always worked to get voters to switch their support to any candidate.
b. affected the way a majority of people decides to vote.
c. was able to manipulate about 7 percent of voters.
d. is the least cost-effective method of reaching registered voters.
ANSWER: c
REFERENCES: National Political Campaigns Depend on Mass Media
12. Researcher Elisabeth Noelle-Neumann says the media discourage people from
expressing views that disagree with the prevailing point of view. She calls this effect:
a. pressure to conform.
b. the spiral of silence.
c. the consensus factor.
d. the magic bullet.
ANSWER: b
REFERENCES: Mass Media Reflect Social Values
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Chapter 13 Social and Political Issues: Shaping the Arguments
13. In her book, Loving with a Vengeance: Mass-Produced Fantasies for Women, Tania
Modleski says that stereotyped views of women:
a. started with the advent of motion pictures.
b. areavoidedinmostsoapoperasandotherwomen’sprograms.
c. no longer exist.
d. can be traced back to the first novel published in America.
ANSWER: d
REFERENCES: Mass Media Reflect Social Values
14. In his book, No Sense of Place, Joshua Meyrowitz concludes that:
a. TV reinforces the innocence of childhood.
b. TV confirms the differences between the sexes.
c. TV blurs the distinction between childhood and adulthood.
d. TV helps people know their place in society.
ANSWER: c
REFERENCES: Mass Media Reflect Social Values
15. Children who watch a lot of television, according to a 1981 California study:
a. have higher scores on math, reading and writing tests.
b. have lower scores on math, reading and writing tests.
c. do the same on math, reading and writing tests.
d. have lower IQs than children who watch less TV.
ANSWER: b
REFERENCES: HowTVAffectsChildren’sBehavior
16. Whowasthefirst“mediapresident”?
a. Franklin Roosevelt, with his Fireside Chats
b. Lyndon Johnson, sworn in on television
c. Barack Obama, with his Internet presence
d. JFK, with his Cuban Missile Crisis address
ANSWER: a
REFERENCES: National Political Campaigns Depend on Mass Media
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17. To counteract stereotypes in media, journalists should:
a. apply consistent guidelines when identifying people by race.
b. onlyrefertopeople’sethnicorracialbackgroundwhenrelevant.
c. use sensitivity when describing rites and cultural events.
d. All of these are correct.
ANSWER: d
REFERENCES: Mass Media Reflect Social Values
18. Celebrity worship syndrome, a psychiatric condition identified by researchers:
a. is a harmless curiosity about the lives of the rich and famous.
b. affects few people and is overrated.
c. is an unhealthy interest in the rich and famous.
d. reaches it peak in times of economic trouble.
ANSWER: c
REFERENCES: What’s Ahead
19. A recent study by Common Sense Media found that:
a. mosttoddlersdon’twatchverymuchTV.
b. childrenwhowatchchildren’sprogramming,likeSesame Street, are smarter than other
children.
c. children under age 8 are spending more time than ever using mass media.
d. there is no direct correlation of viewing violence on television with aggressive behavior.
ANSWER: c
REFERENCES: HowTVAffectsChildren’sBehavior
20. After Congress held hearings on violent content in television programming in 1993, cable
operators and network broadcasters agreed:
a. to eliminate violent content from prime time programming.
b. to develop violence ratings for TV programming.
c. that cable operators should be allowed to air violent content but not the networks.
d. that government had no business interfering in programming matters.
ANSWER: b
REFERENCES: Do the Mass Media Cause Violence?
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Chapter 13 Social and Political Issues: Shaping the Arguments
21. According to David M. Potter, in his book People of Plenty, when does advertising begin
“tofulfillareallyessentialeconomicfunction”?
a. in an economy of scarcity
b. when potential supply outstrips demand
c. when producers can sell as much as they produce
d. when demand exceeds supply
ANSWER: b
REFERENCES: Early Mass Media Studies Assess Impact
22. Which medium first prompted scholars to widely expand their study and analysis of the
effects of media on society?
a. newspapers
b. television
c. magazines
d. radio
ANSWER: b
REFERENCES: Early Mass Media Studies Assess Impact
23. The cost of national and statewide political campaigns has:
a. dropped since the year 2000.
b. remained the same from 2000 to the 2008 election.
c. skyrocketed since the year 2000.
d. experienced gradual growth since the year 2000.
ANSWER: c
REFERENCES: Cost of Political Advertising Skyrockets
24. The first U.S. election where the Internet began to play a role in national politics was:
a. the 2008 presidential election.
b. the 2004 presidential election.
c. the 2000 presidential election.
d. the 1996 presidential election.
ANSWER: b
REFERENCES: Voters and Campaigns Use the Internet and Social Media
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Chapter 13 Social and Political Issues: Shaping the Arguments
25. AccordingtotheImpact/Societybox,“Lasswell’sModelAsksFiveQuestions,”whichof
the following is not one of those questions?
a. Who is communicating?
b. What are they communicating?
c. On which channel are they communicating?
d. Where is the feedback coming from?
ANSWER: d
REFERENCES: Scholars Look for Patterns
26. Media scholar Marshall McLuhan argued that electronic media messages essentially are
no different from print messages.
a. True
b. False
ANSWER: False
REFERENCES: Early Mass Media Studies Assess Impact
27. The Television Advertising to Children study suggested that many young children think of
advertisingasjustanotherformofprogramminganddon’tdistinguishbetweenprograms
and ads.
a. True
b. False
ANSWER: True
REFERENCES: HowTVAffectsChildren’sBehavior
28. Major media outlets make great efforts to represent the multicultural diversity of the
American population.
a. True
b. False
ANSWER: False
REFERENCES: Mass Media Slow to Reflect Ethnic Diversity
29. One of the reasons media organizations have been reluctant to depict alternative
relationships in entertainment programming is because they believe they are protecting
their economic interests.
a. True
b. False
ANSWER: True
REFERENCES: Mass Media Face Gay, Lesbian and Transgender Issues
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Chapter 13 Social and Political Issues: Shaping the Arguments
30. According to a National Institute of Mental Health study, it is possible to predict which
children will behave aggressively after watching violence on television.
a. True
b. False
ANSWER: False
REFERENCES: HowTVAffectsChildren’sBehavior
31. OnelegacyofJohnF.Kennedy’suseofTVinthe1960presidentialcampaignisthat
national political campaigns came to depend almost entirely on TV to promote presidential
candidates.
a. True
b. False
ANSWER: True
REFERENCES: National Political Campaigns Depend on Mass Media
32. PresidentFranklinD.Roosevelt’sfirst“FiresideChat”dealtwithabankingcrisisinthe
United States.
a. True
b. False
ANSWER: True
REFERENCES: National Political Campaigns Depend on Mass Media
33. Syndicated newspaper comic strips have managed to avoid confronting gay and lesbian
issues.
a. True
b. False
ANSWER: False
REFERENCES: Mass Media Face Gay, Lesbian and Transgender Issues
34. AccordingtotheImpact/Moneybox,“TVPoliticalCampaignSpendinginPresidential
Elections,1972–2012,”amajorityofthe$6billioncollectedbythepresidential candidates
in the 2012 campaign was used to pay for TV and Internet advertising.
a. True
b. False
ANSWER: True
REFERENCES: Voters and Campaigns Use the Internet and Social Media
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Chapter 13 Social and Political Issues: Shaping the Arguments
35. AccordingtotheImpact/Convergencebox,“VotersFollowPoliticalFiguresonSocial
Media to Stay Current, Connected and Informed,” a 2014 study by the Pew Research
Centerrevealedthatthenumberofvotersages30–49whofollowpoliticalfigureson
social media has more than tripled since 2010.
a. True
b. False
ANSWER: True
REFERENCES: Mass Media Reflect Social Values
36. Essay: Identify the conclusions of the following studies:
a. ElisabethNoelleNeumann’s“spiralofsilence”
b. The California Assessment Program
c. Loving with a Vengeance: Mass-Produced Fantasies for Women by Tania Modleski
ANSWER: Answersmayvary.​
REFERENCES: Early Mass Media Studies Assess Impact
37. How is the Internet transforming media consumption of political campaigns?
ANSWER: Answersmayvary.​
REFERENCES: Voters and Campaigns Use the Internet and Social Media
38. Describe how cable operators and network broadcasters responded to Congressional
hearings on the subject of violent television programming content.
ANSWER: Answersmayvary.​
REFERENCES: Do the Mass Media Cause Violence?
39. Discuss how media content creators have addressed gay, lesbian, and transgender
issues. What has been the response by content distributors, government, and the general
public? How has this changed over the years?
ANSWER: Answersmayvary.​
REFERENCES: Mass Media Face Gay, Lesbian and Transgender Issues
40. Discussthestudythatestablishedtheoriginal“magicbullet”theoryofmediaeffects.
Assess the validity of its methods and findings. Contrast its findings with the Cantril study
thatexaminedtheeffectofOrsonWelles’1939“WaroftheWorlds”broadcast.
ANSWER: Answersmayvary.​
REFERENCES: Scholars Look for Patterns
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Chapter 13 Social and Political Issues: Shaping the Arguments