Which division of the book industry makes the most money?
A. Trade books
B. Textbooks
C. Religious books
D. Mass market paperbacks
E. Reference books
In the textbook, the term wage gap refers to .
A. the growing difference in pay based on gender
B. the downsizing of traditional newsrooms, with fewer reporters earning much higher
salaries
C. the rapidly growing difference in compensation between average wage earners and
top corporate executives
D. the gap between union salaries in the 1950s and the 2000s
E. the shrinking gap in pay between hourly and salaried employees
Daily newspaper circulation numbers .
A. have declined, but these declines show some signs of being offset by increases in
online readership
B. continue to grow in terms of actual paper subscriptions in the United States
C. continue to decline in places like Asia, Africa, and South America
D. continue to grow, but newspapers are still operating in the red
E. All of the options are correct.
The close reading and interpretation of the meaning of cultural forms is called
.
A. content analysis
B. agenda-setting
C. textual analysis
D. the cultivation effect
E. uses and gratifications
Which magazine was the foremost outlet for photojournalism in the mid-twentieth
century?
A. Life
B. The North American Review
C. The Nation
D. The Saturday Evening Post
E. Harper’s
As a new network, CBS was able to compete with NBC by __________.
A. charging affiliates less for its programs
B. paying affiliates to broadcast its programs
C. being the first network to broadcast in high fidelity
D. advertising its programs on billboards
E. being the first to offer musical programs and quiz shows
Which of the following is not characteristic of the libertarian model for expression and
speech?
A. Tolerance for the expression of everything, from pornography to advocacy of
anarchy
B.Encouraging vigorousgovernment criticism
C. A great deal of trust in citizens’ ability to distinguish truth from falsehood
D. Arguing that the mass media have grown too powerful and need to become more
socially responsible or face some sort of government regulation
E. All of the options are characteristics of the libertarian model.
While social science research can be characterized as trying to establish a
cause-and-effect relationship, cultural studies .
A. does exactly the same thing, but calls it something different
B. looks at how propaganda might affect a group of people
C. only examines how the media affect the world
D. only focuses on how society shapes mass media
E. forms more general perspectives about how the mass media interact with the world
Which of the following statements about e-books is false?
A. E-books became the best-selling adult fiction book format by 2012.
B. There is now a New YorkTimese-book best-seller list.
C. Apple’s iPod, iPad, and iPhone devices are so successful other competitors are
backing
away from the e-book business.
D. Several companies, including Apple, Amazon, Barnes & Noble, and Google, are
competing for shares of the e-book market.
E. All of the options are false.
Modern journalism started to develop in the nineteenth century mainly because
newspapers
A. felt a social responsibility to tell the truth
B. realized there were two sides to every issue
C. discovered ascientific method for covering events
D. wanted to attract as many readers and advertisers as possible
E. All of the options are correct.
Edward Bernays .
A. called himself a public relations counselor
B. helped to end a taboo against women’s smoking in public
C. taught the first college class in public relations
D. developed propaganda to support America’s entry into World War I
E. All of the options are correct.
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
Microsoft’s first foray into video game consoles was the__________, released in 2001.
A. Wii
B. PlayStation
C. Nintendo
D. Atari
E. Xbox
An obnoxious car dealer or appliance salesman yelling at the camera in a TV
commercial is using which questionable persuasive strategy?
A. Hidden-fear appeal
B. Irritation advertising
C. Plain-folks pitch
D. Snob-appeal approach
E. Product placement
Which of the following is not one of the reasons large companies such as railroads and
utility companies engaged in public relations efforts in the 1800s?
A. A desire to get government subsidies for construction projects
B. A desire to see good things written about them in history books
C. A deep concern about public sentiment toward their companies
D. A desire to run government-approved monopolies
E. All of the options are reasons.
Nintendo’s most recent console is the__________.
A. Wii
B. PlayStation
C. Nintendo
D. Atari
E. Xbox
A. “The creative treatment of actuality”
B. Weekly compilations of filmed news events
C. Fragments of life filmed unobtrusively
1) Newsreels
2) Documentary
3) Cinema verit
If the first half of the twentieth century was part of the Industrial Age, the shift away
from manufacturing jobs starting in the 1950s led to a period often known as the
.
A. Monopolistic Age
B. Information Age
C. Cultural Imperialism Age
D. MTV Age
E. New Ice Age
The public became increasingly cynical about advertising in the late 1890s and early
1900s because .
A. manufactured products always cost more than their advertised price
B. advertised products were frequently not available
C. advertisers forced newspapers to omit stories about their competitors
D. patent medicines made outrageous claims about what they could cure E. society had
become more urban and more trusting
Which of the following statements about Linux software is true?
A. It’s free.
B. Many people have contributed to its development.
C. It is most often found on operating servers rather than PC desktops.
D. It was established by Linus Torvalds in 1991.
E. All of the options are correct.
Which of the following is the reason Viacom (owner of MTV, Comedy Central, and
Nickelodeon) sued Google and YouTube for a billion dollars?
A. YouTube wouldn”t allow users to post videos from Viacom stations.
B. Viacom wanted to pressure Google into a merger.
C. The visual quality of videos on YouTube was below Viacom’s standards.
D. Viacom felt that YouTube and Google weren”t doing enough to stop users from
uploading Viacom’s copyrighted content.
E. YouTube wasn”t playing enough Viacom content to allow its shows to be cross-
promoted.
Programs that are in off-network syndication are __________
A. programs that were made specifically for syndication
B. older programs that no longer run during network prime time
C. programs that are produced by broadcast networks for cable channels
D. programs that are too risqu for network television
E. All of the options are correct.
According to the textbook, which of the following ideas developed into an underlying,
subjective value in the culture of American journalism?
A. Ethnocentrism
B. Individualism
C. Responsible capitalism
D. Small-town pastoralism
E. All of the options are correct.
One of the most successful pseudo-events in recent years was the .
A. P. T. Barnum publicity stunts
B. publication of Unsafe at Any Speed
C. elephant march across the Brooklyn Bridge
D. Frito-Lay Flavor Kitchen
E. first press conference held by Theodore Roosevelt
Which of the following is not an example of the association principle of advertising at
work?
A. A store puts up extra flags and red, white, and blue decorations to create an image of
national pride.
B. A commercial shows a man surrounded by attractive women after using a brand of
cologne.
C. A noisy, high-powered, gas-guzzling vehicle is shown in a rustic setting.
D. A brand of candy bar made by a major candy company is portrayed as a
“working-class treat” made by local efforts.
E. An ad for a “green” cleaning product shows the bottle in a woodland setting.
The idea of net neutrality refers to .
A. laws that keep Internet providers from supporting a political candidate or party
B. the fact that the early design of the Internet happened in Switzerland
C. the belief that government should allow Internet providers to allow or block any
content they want
D. the belief that all wired Internet providers should be required to provide the same
access to all Internet services and content
E. None of the above options is correct.
Which of the following activities do PR professionals often handle for their clients?
A. Manage trade shows
B. Conduct historical tours
C. Appear on news programs
D. Produce employee newsletters
E. All of the options are correct.
Despite new technologies like personal MP3 players and music online, traditional radio
continues to see billions of dollars in advertising money because__________ .
A. advertisers are accustomed to using radio and are slow to change
B. advertisers like the music played on a particular radio station
C. over 90 percent of American teenagers and adults listen to the radio in a given week
D. advertisers are required by law to place a percentage of their ads on the radio waves
E. None of the above options is correct.
Which statement(s) reflect(s) the modern period’s ideal about working efficiently?
A. New technology should be used to make manufacturing more efficient, thereby
providing inexpensive products for everyday life.
B. There was a cultural shift from the ornate and decorative to the functional.
C. It provoked criticism about the impact on individual dignity, such as in the book
Brave New World and the movie ModernTimes.
D. Modern journalism deemphasized historical context, description, and analysis.
E. All of the options are correct.
Disney expanded its global reach by .
A. purchasing ABC
B. opening a theme park in California
C. merging with Pixar
D. opening Tokyo Disney and Disneyland Paris
E. None of the above options is correct.
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
Which of the following did not result from hiring television news consultants?
A. Local news directors purchased national prepackaged formats.
B. Local news put its issues-oriented reporting at the forefront, often starting newscasts
with those stories.
D. Everything from music to opening graphics developed a similar look across the
country.
C.A culture of””if it bleeds, it leads”” developed in the industry.
E. Standards of appearance for news anchors became even more rigid.
In media research, the studies approach tries to understand how the media
and culture are tied to the actual patterns of communication used in daily life.
The BlackBerry was the first popular Internet-capable smartphone in the United States.
Directing opportunities for women in Hollywood have been limited.
subscriptions automatically renew on a credit card account unless
subscribers request that the automatic renewal be stopped.
__________, originally called Top 40 radio, encompasses everything from hip-hop to
children’s songs.
Ads featuring the Marlboro cowboy use a persuasive strategy based on the association
principle.
Television networks have been known to refuse to air issue-based advertising that might
upset their traditional advertisers.
Coin-operated games could be found in the penny arcade.
Walter Lippmann’s Public Opinion is considered by many academics to be “the
founding book in American media studies.”
The printing press fostered the rise of tribal communities.
Ad agencies rarely use irritation advertising to sell products because people hate it and
it doesn”t work.
Georges Mlis opened the first public movie theater in France in 1896.
The Ladies’Home Journalreached a circulation of one million in 1903 by focusing
solely on women’s interests in baking and fashion.
For journalists, the word has come to mean a PR person who inserts him-
or herself between a client and members of the press.
Horror films are successful because they appeal to both teenagers and their parents.