For many years Reader’s Digest was the most popular magazine in the world.
A) True
B) False
Which of the following best describeslimited competition?
A) A single firm that dominates an industry
B) A market that has many producers and sellers, but only a few products
C) A few firms that dominate an industry
D) Customers that pay directly for media goods, such as a cable TV or a magazine
subscription
E) A company that is limited in the way it can compete with its rivals, as in case of
price fixing
Which of the following statements best describes media convergence?
A) It only happened because of the Internet.
B) It makes older forms of mass communication obsolete and leads to their disuse.
C) It allows older forms of mass communication to find new life with new technology.
D) It creates new forms of media unlike anything we’ve seen before.
E) It only applies to the reinvention of the printed word.
Government deregulation and corporate strategy are leading to a mass media industry
controlled by ______.
A) hundreds of small companies
B) monopolies
C) oligopolies
D) national conglomerates
E) one single parent corporation
In 1976, an arcade game called ______ prompted the first public outcry over violence
of electronic gaming.
A) Death Race
B) Mortal Kombat
C) Night Trap
D) Grand Theft Auto
E) Pac-Man
President Theodore Roosevelt coined the term yellow journalism.
A) True
B) False
Which of the following are specific groups of readers targeted by specialized
newspapers?
A) African Americans
B) Asian Americans
C) Native Americans
D) Hispanics
E) All of the options are correct.
Because they are smaller, independent record companies are reluctant to invest in
commercially unproven artists.
A) True
B) False
Advertising has been increasingly targeted at children and teenagers because they
influence roughly $500 billion in family spending every year.
A) True
B) False
From the perspective of myth analysis, many advertisements involve all but which of
the following elements?
A) Resolution
B) Disassociation corollary
C) Conflict
D) A narrative
E) All of the options are correct.
The telegraph was useless as a means of communicating between ships at sea or
between ships and the shore because ______.
A) its signal was too weak to travel across bodies of water
B) the telegraph signal was distorted by the electromagnetic spectrum
C) telegraph equipment was too cumbersome to be used aboard ship
D) the telegraph required a wire cable connecting the sending and receiving stations
E) All of the options are correct.
A national magazine with regional editions _____.
A) tailors ads to different age groups
B) contains different stories for different geographic regions
C) relies solely on subscription sales
D) relies solely on newsstand sales
E) sends special editorial content to readers with high incomes
Which kind of research method employs a control group for comparison?
A) Focus group interviews
B) Content analysis
C) Political economy
D) Experiment
E) Survey
For each number under General Questions, fill in a letter.
A. Income
B. Divides consumers into types
C. Propaganda Technique in the World War
D. “The real thing”
E. Investigative journalism pioneer
F. Public Opinion
G. Former president Richard Nixon
H. Ivy Ledbetter Lee
I. United Arab Emirates
J. NBC
K. Pseudo-event
L. Crystallizing Public Opinion
M. Galvanometers
Nellie Bly
What method is a researcher using if he or she watches a season of a television program
and counts each time an act of violence is shown?
A) Content analysis
B) Experiment
C) Textual analysis
D) Survey
E) Focus group
Reality TV shows cost more for networks and cable to make than sitcoms or dramas.
A) True
B) False
Which of the following is the form of advertising in which sponsors pay to have their
products seen in TV programs and movies?
A) Billboarding
B) Integrated advertising
C) Product placement
D) Program exposure
E) Pseudo-consumerism
Publicity is information a person, company, or institution pays to have published or
broadcast in the news media.
A) True
B) False
University presses often publish books that only small groups of scholars read.
A) True
B) False
The rise of book superstores and online retailers has caused independent bookstores’
business to drop significantly.
A) True
B) False
It costs large-volume advertisers much more money to use an ad agency than to use
their own staff to create an ad.
A) True
B) False
Government controls over business were drastically weakened during the presidency of
Ronald Reagan (1981″1989).
A) True
B) False
According to the textbook, what is the most popular social networking site?
A) Twitter
B) Google+
C) MySpace
D) Facebook
E) eBay
According to your textbook, many movies have been inspired by comics and graphic
novels because ______.
A) they are all about warriors and superheroes
B) they have strong stories and visual narratives
C) they are all about regular mortals
D) the movie industry wants to appeal to an older, more literary audience
E) All of the options are correct.
Researchers associated with the minimal-effects model argue that people engage in
selective exposure and selective retention with regard to the media.
A) True
B) False
In the landmark Midwest Video case, the U.S. Supreme Court ruled that the cable
industry was a form of electronic publishing with the same First Amendment rights as
print magazines.
A) True
B) False
Until Playboy entered the marketplace, most large-circulation magazines were targeted
at women.
A) True
B) False
Joseph Pulitzer’s New York World sent star reporter Nellie Bly around the world in
seventy-two days to beat the fictional record set in the popular Jules Verne novel
Around the World in Eighty Days.
A) True
B) False
An instant book is ______.
A) a topical book that is published quickly after a major event
B) a book that is short and easy to read very quickly
C) a book that is heavily marketed and instantly becomes a best seller
D) a religious book that causes the reader to convert
E) an e-book that is delivered to a device instantly
When someone put poison in a few bottles of Tylenol, company executives decided to
withhold comment for a few days while they assessed the damage.
A) True
B) False
The sale of spot ads within such shows as Today and TV specials like Peter Pan helped
to end sponsor control of TV content.
A) True
B) False
While no one owns the Internet, some businesses have had commercial success
controlling parts of the Internet experience. Which of the following endeavors has/have
been commercially successful?
A) Providing physical access to the Internet through phone, cable, and satellite links
B) Selling advertising space on the Internet
C) Designing and providing programs that allow users to network with others over the
Internet
D) Designing and running directories and search engines
E) All of the options are correct.
In the first years of television, cities that had operating television stations saw an
increase in people going to movie theaters, more people going to nightclubs, and more
people checking out library books.
A) True
B) False
The ______ was important to radio technology because it allowed radio signals to be
amplified.
A) Hertz
B) Audion vacuum tube
C) cathode ray tube
D) telephony
E) electromagnetic wave
In an effort to attract more viewers, the four major TV networks have reduced the
number of commercials aired during prime time.
A) True
B) False