Instructor Resource
Dainton, Applying Communication Theory for Professional Life 4e
SAGE Publishing, 2018
Chapter 11: Mass Communication
Test Bank
Multiple Choice
1. Under which circumstances does agenda-setting seem to really work?
A. when the news coverage is frequent and repetitive
B. when audience members are passive recipients
C. when the news coverage uses a dominant code
D. when the audience has a need for orientation
2. According to the Adler and Proctor textbook, the process whereby the media
calls attention to some aspects of reality while obscuring other elements is known
as ______.
A. framing
B. priming
C. selective exposure
D. spiral of silence
3. According to Gerbner, one established difference between light and heavy
viewers is that heavy viewers are ______.
A. desensitized to the impact of television
B. less selective when deciding what programs to watch
C. more selective when deciding what programs to watch
D. less afraid of walking alone at night
4. According to cultivation theory, the mass media “homogenizes” media
consumers, making them think in similar ways and have similar values as those
they view. This is known as ______.
A. encoding
B. symbolic ideology
C. mainstreaming
D. resonance
5. This process allows you to learn from the observed behaviors.
A. redaction
B. reduction
C. retention
D. retaliation
6. Nora’s sister was bit by a shark last summer. Nora has noticed that there have
been many reports on shark attacks in the media, and now she is afraid of the
ocean. This is an example of ______.
A. mainstreaming
B. mean world syndrome
C. resonance
D. symbolic double jeopardy
7. Heavy TV viewers attend to the TV an average of ______ hours a day.
A. 1
B. 2
C. 3
Instructor Resource
Dainton, Applying Communication Theory for Professional Life 4e
SAGE Publishing, 2018
D. 4+
8. News coverage in the Midwest followed the death of a student, but for several
months the college did not report that the death was believed to be a homicide.
When the first report was provided, which factor of Agenda Setting Theory was
affected?
A. select
B. emphasize
C. elaborate
D. exclude
9. This media theory suggests that media is omnipresent and unavoidable in our
lives. It also suggests that it shapes our sense of reality.
A. agenda setting theory
B. encoding/decoding theory
C. social cognitive theory of mass communication
D. cultivation
10. ______ is when heavy viewers have a common view of a social reality. TV
shows attempt to exacerbate this by creating shows accessible to everyone.
A. Mainstreaming
B. Mean world syndrome
C. Resonance
D. Symbolic double jeopardy
11. Martin is in charge at a college radio station. He knows most listeners are not
tuned in on Saturday mornings, so he always schedules alternative news stories
at that time. Martin is a(n) ______.
A. change agent
B. gatekeeper
C. opinion leader
D. none of these
12. A short article was recently covered on CNN regarding a case in which a
teenager committed suicide after having an argument on MySpace. For four days
straight, CNN also covered a lengthy article about a teenager who sleeps with a
pet python. The differences in this coverage are included in which factor of
Agenda Setting Theory?
A. select
B. emphasize
C. elaborate
D. exclude
13. A man was shot and killed in the middle of the day last spring. The story was
not published in the local papers, however information about pool and library
closings did receive attention. Which factor of Agenda Setting Theory was
affected?
A. select
B. emphasize
C. elaborate
D. exclude
14. When using the ______ code, the receiver accepts the dominant ideology in
general but engages in some selective interpretation in order to better fit his or
her view of the world.
A. negotiated
B. oppositional
C. dominant
D. Morse
15. ______ occurs when minority persons are significantly less visible on TV than
in real life, and those characters are more likely to be portrayed as victims of
violence.
A. Mainstreaming
B. Mean world syndrome
C. Resonance
D. Symbolic double jeopardy
16. According to social cognitive theory of mass communication, we experience
______ motivation when we perceive we will be rewarded if modeling an
observed behavior.
A. retention
B. direct
C. vicarious
D. self-produced
17. In the ______ process, according to social cognitive theory of mass
communication, we organize, remember, and mentally rehearse behavior.
Instructor Resource
Dainton, Applying Communication Theory for Professional Life 4e
SAGE Publishing, 2018
A. attention
B. retention
C. reproduction
D. motivation
18. According to ______ the media produce messages that support the dominant
ideology.
A. agenda setting theory
B. encoding/decoding theory
C. social cognitive theory of mass communication
D. cultivation theory
19. When “reading” a message, a person can accept the dominant ideology but
also engage in selective interpretation.
A. preferred reading
B. negotiated code
C. oppositional code
D. motivational code
20. Adam often calls Becca “dollface” because he thinks it cute, but she finds that
word condescending. This is an example of ______.
A. encoding
B. decoding
C. connotation
D. denotation
21. The dictionary or literal meaning of a word or message is which of the
following?
A. connotative
B. denotative
C. demonstrative
D. congruent
22. The term ______ does not necessarily imply someone is against dominant
values or beliefs; it simply means the individual doing an ______ reading of a
message understands the dominant ideology but chooses to interpret the
message differently.
A. obsessive
B. operational
C. obtrusive
D. oppositional
23. Second level agenda-setting is also known as ______.
A. liberal agenda setting
B. attribute agenda setting
C. conservative agenda setting
D. independent agenda setting
True/False
1. The terms “mass media” and “mediated communication” can be used
interchangeably.
2. By telling us what to think about, the news media also are telling us what to
think.
3. The effects of TV are small and do not make a significant difference in the way
people think, feel, and interact.
4. There is no such thing as “value–free” communication.
5. The role of violence between daytime and primetime programming differ little.
6. The direct path of influence suggests that people are influenced by media and
by other people through social media related to the original programming.
7. According to social cognitive theory of mass communication, we can learn
even without personal experience.
8. According to Encoding/Decoding Theory, we must oppose and fight the
dominant code.
9. A person’s political ideology influences what people view as “fake.”
10. The mean-world syndrome occurs when light viewers of TV significantly
overestimate real-life danger they face every day.
Essay
1. According to agenda setting theory, the news media are selective when
reporting the news, and, as a result, much of reality is not covered by the media.
Explain the four step framing process used by media gatekeepers. Give an
example to illustrate each concept.
2. Just because Jill and Jamie watch television does not mean that they will
develop the “mean-world syndrome.” Explain the mean world syndrome—what is
it? How does it develop? Who is most affected? In your response, make sure to
identify and explain the two ways that cultivate the mean world syndrome.
3. Doug isn’t sure he should let his son watch the movie Kick-Ass, which is about
a kid who is a superhero. The film depicts quite a bit of violence and caused
Instructor Resource
Dainton, Applying Communication Theory for Professional Life 4e
SAGE Publishing, 2018
controversy when released. Use social cognitive learning theory to argue
whether Doug should be worried or not. Be sure to include all four processes.
4. Define and discuss vicarious motivation.
5. Define and discuss the reproduction process.