A radio company collecting advertising revenue is an example of direct payment.
A) True
B) False
The two publishers most associated with yellow journalism in the late 1800s were
______.
A) Penn and Teller
B) Pulitzer and Hearst
C) Ochs and Pulitzer
D) Hearst and Zukor
E) Rowan and Martin
The PRSA is ______.
A) a specialized area within PR
B) a division of the Center for Media and Democracy
C) the internal watchdog group for PR
D) a group that shapes the public agenda for private interests
E) None of the options is correct.
Which of the following is not true about Ivy Ledbetter Lee, one of the founders of
modern public relations?
A) He wrote the first college textbook on public relations.
B) He worked as a reporter.
C) He argued that an open relationship between business and the press would lead to a
better public image.
D) He thought facts were important, but also elusive and malleable.
E) He helped clients repair tarnished images with photo opportunities and
well-publicized acts of philanthropy.
Digital games evolved from their simplest forms in the arcade into which of the
following formats?
A) Television
B) The Internet
C) Handheld devices
D) Computers
E) All of the options are correct.
Critics who adopt the ‘skyscraper” model of understanding culture worry that too much
“low” culture will _______.
A) stunt their imagination and undermine their intellectual growth
B) take meaningful and complex works of art and literature and render them trivial
C) distract people from meaningful political action and important social change
D) prevent people from experiencing genuine art
E) All of the options are correct.
For each number under General Questions, fill in a letter.
A. Longer electromagnetic wavelengths
B. Satellites
C. Shorter electromagnetic wavelengths
D. Armstrong commits suicide
E. Real-time computer messages
F. War of the Worlds
G. Now WNBC
H. Government-sanctioned monopoly
I. CBS
J. Algorithmic search engine
K. Online audio files
L. Web browser
M. Printing press
N. ISP
RCA
In the 1950s, disc jockey Alan Freed attempted to make rock-and-roll music more
acceptable to mainstream audiences by ______.
A) playing original rhythm-and-blues music and black versions of early rock and roll
B) playing rhythm-and-blues songs as they were covered by white musicians
C) developing formatted stations that targeted specific audiences with specific types of
music
D) developing payola practices that guaranteed the inclusion of particular songs on
mainstream music stations
E) having white musicians cover sacred gospel songs for mainstream audiences
Yellow journalism in the 1890s was the origin of objective journalism in the twentieth
century.
A) True
B) False
Astroturf lobbying is ______.
A) an illegal fund-raising effort
B) a sports-centered PR event
C) any activity held for the purpose of getting coverage in the media
D) a phony grassroots public-affairs campaign
E) the misrepresentation of a candidate’s stance on an issue during a political campaign
Critics of mass media research point to which of the following as a reason why the
growing body of academic knowledge about the media seems to have little impact on
the vast majority of mass media users?
A) Members of the public just don’t care how media affect their lives.
B) None of the research addresses the concerns of marginalized groups.
C) Specialized jargon makes it nearly impossible for nonacademics, and even other
academics, to understand the results of research.
D) Some researchers publish hoaxes to see if anyone is paying attention.
E) Researchers just don’t care about the concerns and interests of the general public.
Psychographics involves the study of ______.
A) sex
B) age
C) socioeconomic class
D) attitudes, beliefs, interests, and motivations
E) None of the above options is correct.
______ was a result of the Justice Department’s attempts to break up monopolies within
the film industry.
A) Fin-syn
B) The Paramount decision
C) The Telecommunications Act of 1996
D) HUAC
E) MPPA
The narrative situation and complications in a sitcom are typically resolved by the end
of the episode.
A) True
B) False
Which of the following statements accurately represents how independent musicians
use the Internet?
A) The Internet is a big obstacle for new musicians because they lose money on illegal
song downloads.
B) The Internet doesn’t really have much impact on new or independent musicians.
C) The Internet provides an inexpensive way for new artists to create a fan base using
social networking sites.
D) No musicians have been able to use the Internet to launch a mainstream music
career.
E) The Internet is the only way for independent musicians to launch a mainstream
music career.
Though most news reporters won’t easily admit it, they would have a harder time doing
their job without the help of PR practitioners.
A) True
B) False
For each number under General Questions, fill in a letter.
A. Longer electromagnetic wavelengths
B. Satellites
C. Shorter electromagnetic wavelengths
D. Armstrong commits suicide
E. Real-time computer messages
F. War of the Worlds
G. Now WNBC
H. Government-sanctioned monopoly
I. CBS
J. Algorithmic search engine
K. Online audio files
L. Web browser
M. Printing press
N. ISP
FM radio band
Nonprofit radio today is ______.
A) accepting liquor advertising
B) prospering
C) buying up commercial radio stations
D) converting to analog equipment to save money
E) struggling to survive government funding cuts
The first newspaper produced in North America was Publick Occurrences, Both
Foreign and Domestick.
A) True
B) False
Unlike tobacco ads, alcohol ads have yet to target minority populations.
A) True
B) False
Under the compromise reached by CBS and RCA in 1953, the standard for record
singles became the ______ format.
A) 331/3-rpm
B) 45-rpm
C) 78-rpm
D) CD
E) MP3
When the movie rating system began in the late 1960s, the G, PG, PG-13, R, X, and
NC-17 ratings were all developed at that time and put immediately into place.
A) True
B) False
One of the triumphs of the Internet is that it allows the digital passage of banned books
into nations where printed versions have been outlawed.
A) True
B) False
What does the textbook suggest is the best way to approach media literacy and media
criticism?
A) Learn as much as you can so you can sit on the sidelines and criticize effectively.
B) Understand the various types of media so you can participate in the process of
helping them live up to their democratic potential.
C) Examine mass media through a careful critical process.
D) Both the “learn” and “examine” options are correct.
E) Replace cynical perception of the media with genuine criticism.
Nickelodeons were ______.
A) turn-of-the-century theaters dedicated to screening children’s films
B) the first fancy downtown movie palaces, located mainly in business centers
C) the original movie theaters, popular with immigrants
D) large, multiple-screen movie complexes typically located near busy highways
E) cheaply priced drive-in theaters
For each number under General Questions, fill in a letter.
A. Yellow journalism
B. Ludlow miners’ strike
C. Torches of freedom
D. United Artists
E. Stunt or investigative journalism
Nellie Bly
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 value of favoring the small over the large and the rural over the urban is called
______.
A) ethnocentrism
B) individualism
C) responsible capitalism
D) small-town pastoralism
E) All of the options are correct.
Commercial speech is a right guaranteed by the First Amendment.
A) True
B) False
Bookstores must absorb the cost of any new books they don’t sell.
A) True
B) False
Which of the following does the textbook identify as a result of the printing press?
A) The emergence of the style of communication known as the Socratic method
B) A separation of communication from transportation
C) The emergence of more centralized nation-states, given that leaders could more
easily distribute information
D) The emergence of tribal communities
E) None of the above options is correct.
Broadcasters are no longer legally required to provide competing points of view when
airing programs about controversial issues.
A) True
B) False
Communication strategically placed, either as advertising or as publicity, to gain
support for a special issue, program, or policy is known as ______.
A) a public service announcement
B) lobbying
C) a pseudo-event
D) improper-ganda
E) propaganda
One of the first materials on which people could write language and symbols,
______________________ was obtained from plant reeds found along the Nile River.
A type of magazine that addresses a wide variety of topics, ______________________
magazines are aimed at a broad national audience.
News accounts that focus on the trials and tribulations of the human condition are
called _______________________, which often feature ordinary individuals facing
extraordinary challenges.
When celebrities or officials create situations solely to attract press attention and
publicity, this is called a/an ________________________.
Yellow journalism can be seen as a predecessor of _______________________: news
reports that hunt out and expose corruption, particularly in business and government.
The phony grassroots public-affairs campaigns engineered by public relations firms are
known as ________________________ lobbying.
The practice of record promoters paying deejays or programmers to play particular
songs is called _________________________.
The way in which the rules structure how playersinteract with the game is called
_________________________.
_________________________ contain articles in chronological, journal-like form,
often with reader comments and links to other articles on the Web.
_________________________ is the company that owns the largest number of radio
stations in the United States.
The twentieth century saw a shift away from a manufacturing economy to a/an
__________________ economy in the United States.
______________________ is a transparent and pliable film that can hold a coating of
chemicals sensitive to light.
_________________________ is a digital technology that enables AM and FM radio
broadcasters to multicast two or three additional compressed signals within their
traditional analog frequency.
Any print or broadcast expression for which a fee is charged to the organization or
individual buying time or space in the mass media is referred to as
____________________ speech.
Invented in the 1840s, the _________________________ was the precursor of radio
technology.
Though independently owned, ______________________ are radio or TV stations that
sign a contract to carry its programs.
The common denominator that makes both our entertainment and information cultures
compelling is ____________________.
______________________ typically publish human-interest stories, celebrity gossip,
and crime stories that push the limits of decency and credibility.
According to the textbook, one attains ____________________ by following a
five-step critical process: description, analysis, interpretation, evaluation, and
engagement.
____________________ is a market-research strategy that measures psychological
factors to divide consumers into types.