A. Hybrid drama
B. Television specials C. Quiz-show scandals D. WTBS
1) Sylvester “Pat” Weaver
2) Charles Van Doren
3) Ted Turner
4) Mad Men
The term broadcasting was originally used in__________ .
A. farming
B. construction
C. commercial fishing
D. carpentry
E. manufacturing
Given that percent of new media products fail, a flexible economy
demands fast product development and market research.
A. 10–20
B. 30–35
C. 40–50
D. 80–90
E. over 95
Through the 1920s, 85 to 95 percent of all film revenue was generated by
A. small neighborhood theaters
B. downtown first-run theaters
C. multiplexes in shopping malls
D. home video rentals
E. drive-in theaters
Magnetic audiotape and tape players first caught on in the__________ .
A. 1950s
B. 1940s
C. 1910s
D. 1890s
E. 1960s
Compared with most other nations, the United States has freedom of speech,
religious tolerance, and press freedom.
A. a little less
B. a little more
C. a lot more
D. a lot less
E. about the same
Which line of research has generally demonstrated that the mass media don”t tell people
what to think as much as they tell people what to think about?
A. Cultivation effect
B. Agenda-setting
C. Social learning theory
D. Spiral of silence
E. Audience studies
A. Nellie Bly
B. Adolph Ochs
C. William Randolph Hearst
1) New YorkWorld
2) New YorkTimes
3) The style of objectivity
4) Yellow journalism publisher
5) “No frills'” reporting
6) New York Journal
7) Around the world in seventy-two days
8) Citizen Kane
Which of the following was William F. Cody’s top publicity agent?
A. “Poison Ivy” Lee
B. P. T. Barnum
C. Edward Bernays
D. Pierre Salinger
E. None of the above options is 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 of the following is one of the four stages in the emergence of a new mass
medium that the textbook describes?
A. Invention stage
B. Testing stage
C. Entrepreneurial stage
D. Consumer stage
E. Obsolete stage
What does the term digital divide refer to?
A. The ability of the rich to have access to the latest information technology while the
poor do not.
B. The length of time it takes for messages to travel between two continents.
C. The competition between software companies.
D. The programming gap between using a Microsoft operating system and a system
like Linux.
E. The difference in quality between an analog and a digital recording.
One of Cyrus Curtis’s strategies for reinvigorating the SaturdayEvening Post was to
.
A. appeal to farmers
B. romanticize American virtues through images like Norman Rockwell paintings
C. denigrate American values
D. continue the muckraking tradition
E. publish risqu pictures
Emile Berliner’s invention of__________ was significant because it allowed for mass
reproduction of sound recordings and for labeling, which enabled the development of a
star system.
A. wax cylinders
B. lamp black
C. flat disks
D. audiotape
E. 331/
3
rpm records
Which of the following is not one of the techniques outlined by NBC news president
Reuven Frank in 1963 as an effective way to tell a news story?
A. A story should have a beginning, middle, and end.
B. A story should include colorful descriptions that may or may not be factual.
C. A story should have structure and conflict.
D. A story should have rising and falling action.
E. A story should have a problem and denouement.
When companies host plant tours, donate money to charity, and support festivals, these
are examples of .
A. astroturf lobbying
B. social media relations
C. community and consumer relations
D. deadheading
E. media relations
What is an example of earned mediaon the Internet?
A. The money advertisers earn from selling online ads
B. A paid advertisement on Facebook
C. A click-through advertisement
D. A Facebook user endorsing a product or company by clicking “Like”
E. A blogger who earns pay and gifts for endorsing a product
In economic terms, the recording industry is best described as__________ .
A. a monopoly
B. a big, friendly, family business
C. an oligopoly
D. alternative-music heaven
E. cluttered with indie record labels
Which of the following statements about paywalls is not true?
A. The Wall Street Journal pioneered one of the few successful paywalls.
B. Readers who are used to free online content are shunning the idea of paywalls.
C. A 2011 study found that smaller newspapers were more likely to have a paywall than
larger papers.
D. Newspapers don”t see any reason for paywallsad revenue is more than enough to
cover costs.
E. The New York Times added a paywall in 2011 for readers who wanted to see more
than twenty articles a month.
The key to the success of e-books has been .
A. the creation of an e-reader that has a comfortable-to-read display
B. the creation of an e-reader that was affordable for a large audience
C. having a large number of titles available electronically
D. making e-books less expensive than hardcover copies
E. All of the options are correct.
Which of the following statements about women and/or minority film directors in the
United States is true?
A. The influence of Mary Pickford meant women enjoyed the same directing
opportunities as men, even if minorities didn’t.
B. With a few exceptions, women and minority directors have received little recognition
and opportunity for much of the history of movies.
C. Minorities, as long as they were men, have for decades enjoyed the same status as
white male film directors.
D. Both women and minorities have received the same degree of recognition in
Hollywood as white male film directors.
E. None of the above options is correct.
The 1996 Telecommunications Act .
A. raised the standards for broadcasters and made the process of applying, receiving,
and keeping a broadcasting license much more difficult
B. allowed regional telephone companies to enter the cable TV business
C. allowed a company in the Top 20 market to own a newspaper and a TV station, as
long as there were at least eight TV stations in the market
D. used regulation to guard against ownership concentration
E. None of the above options is correct.
A. Domestic comedy
B. DirecTV
C. Above-the-line cost
D. Catch-up service
E. Evergreen
1) I Love Lucy
2) Hulu.com
3) Actors’ salaries
4) All in the Family
5) Netflix
Many of the most popular early first-person shooter games like Doom and Quake were
developed for__________.
A. home computers
B. Xbox
C. Wii
D. handheld devices
E. Atari
The Encyclopaedia Britannica fell on hard times in the 1990s because .
A. of competition from electronic encyclopedias
B. its scholarship was considered inferior to that of other encyclopedias
C. other encyclopedias were cheaper and better
D. it no longer had a sales force
E. None of the above options is correct.
Which statement best describes the relationship between small independent music
labels and the huge major music labels?
A. Each survives only by trying to put the other out of business.
B. They never cooperate to distribute music.
C. Major labels rely on resourceful independents to discover new talent and trends.
D. Independents distribute only mainstream music while the majors cover niche
markets and discover new talent.
E. There are no independent labels left because they”ve all been purchased or run out
of business by the four major labels.
Penny press newspapers such as the New York Sun .
A. favored human-interest stories
B. relied on subsidies from political parties
C. catered to upper-class readers
D. were sold exclusively by subscription
E. kept newspapers mostly focused on upper-class sections of society
Little Richard became the first African American artist to chart higher with his own
song than a white cover artist because__________ .
A. he cleaned up the music and lyrics so white audiences wouldn”t be offended
B. he pretended to be white
C. nobody cared about race anymore
D. he wrote and performed a song with lyrics and a style that white artists like Pat
Boone couldn”t imitate
E. he made a deal with white cover artists so they would respect his creative efforts
How do advertisers direct targeted ads to specific Web site visitors?
A. They use cookies to watch a user’s Web activity.
B. They send surveys in the mail.
C. They ask for permission to use targeted ads.
D. They conduct psychographic surveys by phone.
E. None of the above options is correct.
In the late 1920s, which of the following was not a part owner of the National
Broadcasting Company?
A. RCA
B. General Electric
C. Westinghouse
D. CBS
E. All of the companies were owners of the National Broadcasting Company.
Because of antitrust laws, most media monopolies today operate on a(n)
level.
A. local
B. federal
C. international
D. discrete
E. national
Which of the following statements about the Internet is not true?
A. One of the goals for its creation and early development was computer time-sharing.
B. It is a hierarchical network where some have the power to kick others off the
network.
C. By 2012 about 80 percent of all U.S. adults were Internet users.
D. The development of microprocessors and fiber-optic technology was necessary for
the Internet to develop into a marketable medium.
E. In its development stage, the Internet was primarily used by universities, government
research labs, and corporations involved with high-tech products.
In the interpretation stage of the critical process, an answer must be found to which of
the following questions?
A. When?
B. How many?
C. Who?
D. So what?
E. Where?
The Radio Act of 1927 created the Radio Corporation of America.
__________integrate advertisements as billboards, logos, or storefronts inside a game.
A. Avergames
B. In-game advertisements
C. MMORPGs
D. Gamespeaks
E. None of the above options is correct.
The introduction of microprocessors, miniature circuits made of silicon, made personal
computers possible.
By the late nineteenth century, the availability of leisure time sparked the creation of
mechanical games like pinball.
One advantage of polyvinyl records over shellac records is that they were less likely to
break.
In media research, an area that focuses on media ownership and what that might mean
for the messages distributed to the public is called .
An inverted-pyramid lead, carefully attributed sources, and limited use of adverbs and
adjectives are the hallmarks of a neutral news story.
Ivy Ledbetter Lee and Edward Bernays believed that public opinion was rational and
difficult to influence.
Most of the money earned from the sale of a CD goes to the royalties paid to the artist.
Critics contend that postmodern style borrows too heavily from other eras and devalues
originality.
Even though boutique agencies give creative people the freedom to do good work, they
haven”t been able to attract any major clients.
The 1996 Telecommunications Act puts strict limits on the number of radio and TV
stations any one company can own.
O & Os refer to TV stations that are __________by networks.
In an attempt to minimize government oversight of advertising practices, the
advertising industry established the Better Business Bureau in 1913.
Some public relations firms have altered entries on sites like Wikipedia in order to
make their clients look good.
In the linear model of mass communication, gatekeepers are the authors, producers,
agencies, and organizations that create the message.
Most citizens of developed countries have a wide range of media products available to
them, but they have little say in which media are created and circulated.
This corporation owns the ABC television network: .
The agenda-setting theory refers to the media’s ability to change public opinion on
controversial issues.
According to the textbook, one _________ attains by following a five-step critical
process: description, analysis, interpretation, evaluation, and engagement.
Joseph Pulitzer’s NewYork 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 theWorld in Eighty Days.