question

Media researchers at Ball State University found that people are intentionally involved in a media activity for ______ percent of their waking hours.

answer

30

question

Traditionally, mass communication is defined as the technology-assisted transmission of messages to

answer

mass audiences

question

according to the research firm Nielsen, the medium that is used much more per day than other media is

answer

television

question

mass media have become so integrated into people's lives that _____ is common.

answer

media multitasking

question

on most days, the most- listened-for item in morning newscasts is

answer

the weather

question

newspaper, radio, television and magazine companies cannot survive unless they

answer

deliver an audience to advertisers

question

the type of communication that occurs between two individuals, either by themselves or in a small group is

answer

interpersonal communication

question

an executive participating in a business meeting is engaged in

answer

group communication

question

in order for something to be categorized as group communication, the audience must

answer

be more than 10 people

question

Mass communication involves sending a message to a great number of people

answer

who are in widely separated locations

question

One characteristic that distinguishes mass communication from interpersonal and group communication is the

answer

lack of immediate feedback

question

Which of the following social media traits is NOT shared with earlier, traditional mass media?

answer

they enable interactive dialogue among their users

question

Unlike production for industrial media, the production of content for social media

answer

uses readily accessible and affordable software tools

question

The mass media were almost entirely "word-centric" for hundreds of years until

answer

it became technologically possible to duplicate and distribute images.

question

The term "visual literacy," which is now part of the broader concept of media literacy, became popular with scholars

answer

in the 1960s when the education products coordinator for Kodak wrote about it.

question

Media literacy involves

answer

knowledge about mass media and the application of critical thinking

question

Media literacy involves all of the following EXCEPT

answer

appropriately balancing the costs and benefits of various media messages.

question

If Jill walks through a mall and notices the background music playing through the loudspeakers she is demonstrating

answer

media literacy

question

Most of our media exposure is

answer

invisible or unnoticed at a conscious level.

question

Someone who condemns a reporter for supporting a politician because she quotes that politician in a news story

answer

has subconsciously revealed that they support the politician

question

One of the traditions of U.S. journalism implied in the Constitution is that the mass media should report news and

answer

serve as a watchdog of government on behalf of the people

question

One of the four purposeful functions of mass communication is to

answer

inform initiate instigate irritate

question

One of the four purposeful functions of mass communication is to

answer

persuade patronize promote publicize

question

One of the four purposeful functions of mass communication is to

answer

amuse arouse assail assert

question

One of the four purposeful functions of mass communication is to

answer

enlighten encapsule energize envision

question

The most visible form of information delivered by mass media is

answer

news

question

The most obvious form of mass media intended to persuade is

answer

advertising

question

English thinker John Milton advocated exposure to competing ideas as the best way to discover truth in a concept he termed the

answer

marketplace of ideas

question

Intense rivalry between most successful media companies to reach the largest possible audience and beat out their competition

answer

intensified and later began to fade during the 20th century.

question

President Franklin Roosevelt's nationwide radio addresses rallying support for programs to combat the Great Depression demonstrated the mass media's ability to

answer

unify the country by presenting common messages and shared experiences

question

Network television broadcasts became a nationwide societal unifier because

answer

they attracted huge audiences who all watched the same cultural fare.

question

This national newspaper, launched in 1982, offered readers a "first-person" tone and enhanced graphic features that set it apart from its competitors.

answer

USA Today

question

Which of the following media was among the first to demassify in the 1950s.

answer

radio

question

Demassification has NOT contributed to the growth of

answer

general-interest magazines.

question

A termcoined in the 1980s to describe how the broadcast industry reaches niche audiences is

answer

narrowcasting

question

Media literacy enables us to more effectively use the mass media for our own advantage and avoid being conned by them.

answer

TRUE

question

Although we don't always pay attention to them, we are exposed to media messages more than two-thirds of our waking hours.

answer

TRUE

question

A study at Ball State University found that people intentionally spend 30 percent of their waking hours with the media

answer

TRUE

question

The mass media are the vehicles through which messages are disseminated to mass audiences.

answer

TRUE

question

Mass media have become so integrated into our lives that media multitasking is common.

answer

TRUE

question

Instant messaging and e-mail are two of the newest mass media to emerge as a result of computer technology.

answer

FALSE

question

Technology makes it possible to draw clear distinctions between interpersonal communication and mass communication.

answer

FALSE

question

People who use media, the industries that advertise in media and the companies built around media have a symbiotic relationship

answer

TRUE

question

Once technology is brought into a communication situation it can no longer be considered interpersonal communication.

answer

FALSE

question

Feedback is defined as the response to a message.

answer

TRUE

question

Group communication involves an audience of more than one, all within earshot.

answer

TRUE

question

Mass communication would NOT have been possible WITHOUT the invention of technologies such as the printing press, broadcast transmitters, and Internet servers.

answer

TRUE

question

Their ability to exchange user-generated content is one of the main reasons "social media" became the common name for this 21st century form of communication.

answer

TRUE

question

Social media and mass communication are both mediated forms of of communication.

answer

TRUE

question

Industrial media production can be successfully accomplished by almost anyone who has access to an Internet-capable computer and basic software skills.

answer

FALSE

question

Visual literacy, a key part of media literacy, can be described as the ability "to read" still and moving images.

answer

TRUE

question

"Film Literacy" which deals with the conventions and techniques of motion media was already a well-established term and area of study long before "visual literacy" came on the scene.

answer

TRUE

question

Most of our media exposure is invisible to us - or at least goes unnoticed - at a conscious level.

answer

TRUE

question

One measure of media literacy is awareness of the presence of media messages.

answer

TRUE

question

The better your media literacy skills, the better equipped you are to deal with a deluge of media messages.

answer

TRUE

question

Media literacy is only concerned with how messages are received and perceived; media production is concerned with how they are prepared and sent.

answer

FALSE

question

Realizing that a letter personally addressed to you with several references to your hometown and school is part of a mass mailing and not a personal message demonstrates your media literacy

answer

TRUE

question

Media literacy requires distinguishing between messages and the messenger.

answer

TRUE

question

Intelligent use of the mass media requires assessing the motivation for a message.

answer

TRUE

question

The different technologies on which media are shaped do NOT affect messages.

answer

FALSE

question

Media literacy emphasizes the importance of understanding tradition as a way of understanding the media and thereby promotes many of the most popular media myths.

answer

FALSE

question

Researchers have consistently proven that video games directly cause violent crime.

answer

FALSE

question

The role of the media in China is much different than it is in the United States.

answer

TRUE

question

In the U.S. mass media have traditionally served as a watchdog on behalf of the people against governmental misdeeds.

answer

TRUE

question

The most visible mass-delivered information is news.

answer

TRUE

question

Information comes in many forms besides news; even advertising offers information that helps consumers make intelligent buying decisions.

answer

TRUE

question

The outcome of Cairo, Egypt's Arab Spring in 2011 was heavily influenced by key protesters' ability to apply their media literacy skills to a serious political problem.

answer

TRUE

question

Cell phone communication was one of the primary tools used by organizers to successfully outs Egypt's ruler during the Arab Spring in 2011.

answer

TRUE

question

The role of persuasion is especially important in a democratic society.

answer

TRUE

question

Advertising is the only type of mass message that is persuasive.

answer

FALSE

question

Before mass media, people created their own diversion, entertainment and amusement.

answer

TRUE

question

Insights into the human condition that are presented by the mass media can by very important in helping us figure out and better understand ourselves.

answer

TRUE

question

Mass media first came into existence in the late-1800s.

answer

False

question

A far-reaching effect of mass media has been as a cultural unifier.

answer

True

question

The mass media can help society identify its values and establish a cultural identity.

answer

True

question

As they did on 9/11, the mass media can help connect and bind people together during a crisis.

answer

true

question

Media coverage of events like arab spring, the asian tsunamis, hurricane Katrina or even the super bowl provide a shared cultural experience.

answer

true

question

Regrettably, the mass media's ability to unify and bind society only applies to negative situations and times of pain, sorrow, and tragedy.

answer

false

question

Thorough media coverage presented over time tends to bring about societal consensus even on controversial issues.

answer

true

question

Over time, mass media contribute to the evolution of society's view of what is considered acceptable and what is unacceptable behavior.

answer

true

question

The general trend among the mass media today is to seek the largest possible mass audience.

answer

false

question

Demassification means that mass media are narrowing their audience focus.

answer

true

question

Defragmentation is an alternative term for demassification of the mass media.

answer

false

question

Narrowcasting, as opposed to broadcasting, is a term coined to reflect how radio and television are now seeking niche audience.

answer

true

question

Today's demassification and media diversity contributes to less social cohesion than the mass audiences and limited number of media choices enjoyed by previous generations.

answer

true

question

the technology-assisted transmission of messages to mass audiences is known as _________

answer

Mass communication

question

Simultaneous exposure to messages from different media is called _____

answer

Media multitasking

question

Requires an audience of more than one, all within earshot.

answer

Group communication

question

Is communication between two individuals.

answer

Interpersonal communication

question

In mass communication, ________ are massive, eclectic, and heterogeneous.

answer

Audiences

question

A synonym sometimes used for __________ is "industrial communication" because it requires such large-scale or industrial-sized technology.

answer

Mass communication

question

The mass audience generally lacks the opportunity for immediate______

answer

Feedback

question

Compared to industrial media, __________ are less centralized and less hierarchical. They also provide more points of origin for content.

answer

Social media

question

Linguistic ________ means being competent in using spoken and written language.

answer

Literacy

question

Understanding comics: The Invisible Art, a graphic reference book, has become highly-regarded explanation of ___________ literacy for artists and their audiences.

answer

Visual

question

__________ literacy does not just refer to motion pictures; it also applies to television, video, and other motion media.

answer

Film

question

People who are _______ literate are aware of their media environment.

answer

Media

question

Media literate Americans recognize the traditional view that the news media should serve as a ________ for the people to point out government misdeeds.

answer

Watchdog

question

The most visible information delivered by mass media is ___________.

answer

News

question

The __________ of ideas is a concept that a robust exchange of ideas yields better consensus.

answer

Marketplace

question

The role of persuasion is especially important in a _______ society so that public policy can emerge from meaningful public discussion.

answer

Democratic

question

A form of message intended to persuade people to buy a product is called ___________.

answer

Advertising

question

The fragmentation of the mass audience into narrower segments is called _________.

answer

Demassification

question

______________ was the first of the mass media to begin demassification.

answer

Radio

question

Radio had to seek fragmented audiences to survive economically because ______ was "stealing" much of its audience and many of its biggest advertisers.

answer

Television

question

__________ is the term used by broadcast media to describe reaching for smaller, niche audiences.

answer

Narrowcasting

Chapter 1 Mass Media Literacy – Flashcards

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