If the audience interpreted a media message differently from its popular or producers’
intended meaning, then such an interpretation can be called a(n) _______ reading.
a. dominant
b. oppositional
c. preferred
d. negotiated
Answer:
Advertisers’ strategy to build their products into the storyline of a movie, television
series, or video game by including them in a seemingly natural and recurring way that
may be hard to recognize is called _______.
a. product placement
b. product testing
c. product sampling
d. product exhibition
Answer:
The Telecommunications Act of 1996:
a. Tightened restrictions on media ownership
b. Eased restrictions on media ownership
c. Eliminated the Federal Communications Commission (FCC)
d. Revamped the Federal Communications Commission (FCC)
Answer:
Media scholars often study how pressure from advertisers influences journalists’ news
reporting. In media sociology, advertising pressure can be regarded as _____ and
journalists crafting stories as ______.
a. structure, agency
b. agency, structure
c. environment, functions
d. functions, environment
Answer:
News Corporation is a global media conglomerate headquartered in Hong Kong.
a. True
b. False
Answer:
In early Hollywood films of the 1920s and 1930s, the most common roles for blacks
were entertainer and servants.
a. True
b. False
Answer:
In the United States, ____________ is outlawed.
a. indecent material
b. obscene material
c. pornography
d. erotica
Answer:
Race is a socially constructed concept.
a. True
b. False
Answer:
Which of the following terms does not express the idea of interactive new media?
a. Web 2.0
b. User-generated contents
c. Social networking
d. Simulation
Answer:
Trolling, spamming, morphing, and lurking are terms used in __________.
a. cyberspace
b. publishing houses
c. newsrooms
d. photography
Answer:
Which of the following is not the common ideology implicit in Hollywood action
movies?
a. Ideology of polarity (us vs. them)
b. Ideology of the rugged individual
c. Ideology of the American Dream
d. Ideology of radicalism
Answer:
The technology for bringing audio or video to the Internet is known as:
a. Broadcasting
b. Channeling
c. Streaming
d. Transmitting
Answer:
Which of the following media companies is the dominant player in the U.S. radio
industry?
a. Clear Channel
b. Sony Music Entertainment
c. Penguin Random House
d. 20th Century Fox
Answer:
Which of the following is not a reason why researchers study media content?
a. Content may tell us something about its producers.
b. Content may reflect the preferences of the audience.
c. Content may influence audiences.
d. Content may be the most difficult area in media studies.
Answer:
President Ronald Reagan used “fireside” radio chats to reach voters.
a. True
b. False
Answer:
The United States created and declared the New World Information and
Communication Order to ensure the free flow of information.
a. True
b. False
Answer:
The following are some major tenets of a mass media theory; The media are often
successful in telling their audience what to think about. The media decide which issues
are important and which are not. What is this theory?
a. Priming
b. Framing
c. Agenda-setting
d. Two-step flow of communication
Answer:
Action-adventure films implicitly suggest that cultural difference:
a. Is a value in its own right
b. Must be destroyed or incorporated
c. Can never be overcome
d. Is the highest value a society can achieve
Answer:
Which of the following is not a finding in Messner’s study of gender in sports coverage?
a. There is very little overtly sexist commentary.
b. Gender was frequently “marked” in women’s (but not men’s) basketball.
c. Overall, women are praised by announcers more often than men.
d. An excellent shot was more likely to be labeled as “lucky” when it was made by a
woman.
Answer:
In his study of local news coverage, Entman argues that “modern racism” is:
a. Founded on exaggerated claims of discrimination that are not based in reality
b. Different than “traditional racism” because it applies to all racial minorities
c. More subtle than “traditional racism”
d. More widespread than all other racism
Answer:
Which of the following is not a common characteristic of the early broadcasting
systems in Europe?
a. They tended to emphasize public service programming.
b. They were not subject to government regulation.
c. They were national in character.
d. They tended to be noncommercial.
Answer:
In women’s magazines, editorial content often serves as convert advertising.
a. True
b. False
Answer:
In order to recoup the cost of expensive “blockbuster” movies, Hollywood studios
increasingly depend on:
a. Positive word-of-mouth advertising
b. Major revenues from foreign markets
c. Big-name movie stars
d. Computer technology
Answer:
Marshall McLuhan coined the term “Global Village” to denote a version of the world
brought closer together by media.
a. True
b. False
Answer:
Television was widely introduced in the United States during the:
a. Late ’20s and early ’30s
b. Late ’30s and early ’40s
c. Late ’40s and early ’50s
d. Late ’50s and early ’60s
Answer:
The media theory that argued for the direct and immediate influence of media was:
a. Political socialization theory
b. The hypodermic model
c. Minimal effects theory
d. Cultivation theory
Answer:
Journalists’ schedule for visiting locations and talking to sources is called _____.
a. role
b. socialization
c. round
d. check-up
Answer:
The 1949 Fairness Doctrine required media companies to pay a fair amount of
copyright fees to independent artists.
a. True
b. False
Answer:
Joshua Meyrowitz’s use of the term medium theory refers to the body of literature that
focuses on the:
a. Technological aspects of media
b. Messages media sends
c. Psychic aspects of media
d. Artistic aspects of media
Answer:
In media sociology, these are known as the bundles of expectations that are associated
with different social positions:
a. Routines
b. Norms
c. Cultures
d. Roles
Answer:
The term pseudo event is defined as:
a. Real events that do not seem real
b. Unplanned events that are highly dramatized
c. Events planned for the purpose of producing media images
d. Events planned and carried out by government
Answer:
Overall, media portrayals of women, racial minorities, and gays and lesbians:
a. Have never been blatantly stereotypical
b. Are as blatantly stereotypical as ever
c. Are more blatantly stereotypical than ever
d. Are less blatantly stereotypical than in the past
Answer:
Agency is determined social action.
a. True
b. False
Answer:
The following clause comes from the U.S. Constitution. To promote the progress of
science and useful arts, by securing for limited times to authors and inventors the
exclusive rights to their respective writings and discoveries. To what does this clause
refer?
a. Copyright
b. Freedom of speech
c. Mergers and acquisitions
d. Defamation
Answer:
Media reporting of crime can create a moral panic.
a. True
b. False
Answer: