question

More information has been generated since you were born than the sum total of all information throughout all recorded history up until the time of your birth.

answer

True

question

There are no advantages to automatic processing.

answer

False

question

With so many messages and so many exposures, the value of any one message is reduced.

answer

True

question

Media literacy is a continuum.

answer

True

question

Mass media can offer only negative effects.

answer

False

question

Today, primary media usage is from:

answer

tv and computer

question

The total amount of information generated:

answer

doubles every two years

question

The average child (8-18) spends 8 hours in media exposure but only about 6 hours of media usage. This is due to

answer

multi-tasking

question

The largest portion of information generated each day is created by:

answer

ordinary people

question

Which of the following are examples of indirect exposure to media content?

answer

talking to a friend about a news story you read

question

****Automatic routines:

answer

-all of the above (involve sequences of thoughts or behaviors, require a great deal of effort to carry out, are inefficient in guiding filtering processes)

question

****For the majority of individuals, who programs the code that governs our automatic media routines?

answer

all of the above (each individual, parents and friends, mass media and advertisers)

question

Within our message-saturated society, the most important challenge is

answer

making good selections among messages

question

When our minds are running on automatic pilot:

answer

all of the above (we are protecting ourselves psychologically from information overload, we run the risk of missing helpful or enjoyable messages, we allow the media to condition us to habitual exposure patterns)

question

As it relates to media literacy, the purpose of your personal locus is:

answer

to provide mental energy and direction

question

Information is ___________ whereas knowledge is __________.

answer

piecemeal; organized

question

Guidelines about how we should dress in order to be considered attractive are an example of:

answer

social information

question

Social information consists of information that is:

answer

composed of accepted beliefs that cannot be verified

question

Which of the following provide(s) the context for making sense of new media messages:

answer

knowledge structures

question

****All of the following are dimensions of media literacy EXCEPT:

answer

emotional

question

*****Joe frequently considers his goal of learning more about the candidates running for public office in his town. He puts a great deal of effort into finding a variety of media sources providing information about the candidates. Joe:

answer

-has reached the social responsibility stage of media literacy -is utilizing his synthesis skills -is utilizing his abstraction skills -has a strong personal locus

question

Children are treated as a special group when it comes to the mass media because

answer

-all of these

question

Molly is a 3 y/o, when she watches tv, she probably looks for

answer

color, movement

question

The regulation known as "family hour" was

answer

a self regulatory policy attempted by the television industry

question

When parents or other adults have conversations with children about television, this is called

answer

active mediation

question

crystalline intelligence is

answer

the ability to memorize facts

question

people with fluid intelligence are particularly good at

answer

lateral thinking

question

people with a high degree of conceptual differentiation classify objects into

answer

a large number of mutually exclusive categories

question

our ability to understand and control our emotions is called

answer

emotional intelligence

question

having a high tolerance for ambiguity is the ability to

answer

follow situations into unfamiliar territory

question

the development of tv ratings has done little to stimulate parents to become more involved in the monitoring of their children's viewing

answer

true

question

The life cycle pattern of mass media, in the correct order, is

answer

innovation, penetration, peak, decline, adaptation

question

The penetration stage in mass media is characterized by

answer

a channel that appeals to a large, heterogeneous population

question

The peak stage is reached when a medium:

answer

has achieved significant penetration commands the most attention from the public generates the most revenue compared to other media + all of these

question

In the adaptation stage, a medium

answer

redefines its position in the market

question

When radio lost some its audience to television, it repositioned itself by doing all of the follow EXCEPT

answer

joining forces with television

question

Most of the mass media are currently in which stage?

answer

innovation

question

The blending together of previously separate channels is known as

answer

convergence

question

The three types of convergence include

answer

technological, marketing, and psychological

question

Psychological convergence refers to

answer

a change in people's perceptions about geographic and social barriers

question

Amazon.com generates sales of a million copies of books by selling 10 copies each of 100,000 different books targeted at various niche markets rather than trying to sell one million copies of a single bestselling book. This is an example of

answer

long tail marketing

question

During the decline stage, one medium loses audience acceptance because another medium provides the messages needed by the audience in a better way.

answer

true

question

Today, media companies think about all the ways they can distribute their messages across as many channels as possible.

answer

true

question

The players in the media economic game include

answer

consumers, advertisers, media companies, and employees of media companies

question

The group of players who exchange time and money for media space and access to audiences is

answer

advertisers and media companies only

question

In the mass media industries, talent is viewed primarily as

answer

the ability to attract large audiences

question

Below-the-line employees are those employees in media companies who

answer

use fairly common skills to perform their jobs

question

Tom saw an ad on TV, which influenced him to buy a new golf club. When Tom bought his new golf club, what kind of support was he providing to the media industry?

answer

indirect support

question

Financial payments made to a media company, such as subscriptions to magazines or cable services, or the cost of a book at a bookstore, are called

answer

direct costs

question

According to the author, what is the engine that drives the growth of media industries?

answer

advertising

question

Once a media company constructs an audience, the next step is to

answer

condition audience members so they develop a habit of exposure

question

Rosalee only watches action-adventure movies and reads mystery novels. She never tries any new types of movies or books. Which consumer strategy does she employ?

answer

default strategy

question

If consumers pulled out of the economic media game, the game would collapse.

answer

true

question

By paying an invisible "surcharge" on advertised products like toothpaste, you are subsidizing the advertising industry.

answer

true

question

People typically judge the reality of media messages by

answer

assessing if the information is something they can use in their every day lives all of these assessing if something could actually happen whether or not they feel close to a character

question

According to our text, the creators and editors of Survivor:

answer

edit the footage to present the most dramatic version of what took place

question

Many adults overestimate the degree of reality on so-called reality programs.

answer

true

question

According to the author of our textbook, people expose themselves to media messages to find messages that they cannot get in life.

answer

true

question

Reality shows are often more expensive to produce than other shows.

answer

false

question

Based on the marketing perspective, which types of news stories should journalists emphasize most?

answer

soft news

question

Why have audience sizes for traditional news media declined?

answer

lack of immediacy and control compared to internet news outlets

question

Formulas that are designed to save time guide the construction process in the news.

answer

true

question

The new media environment raises issues about who qualifies as a journalist and what qualifies as news.

answer

true

question

As a result of changes brought about by the Internet, news media are moving from a market perspective to a news perspective business model.

answer

false

question

The issue of concentration of power is especially important with the mass media because the mass media:

answer

control information

question

Two competing values in American culture that affect concentration of power are

answer

localism and efficiency

question

Which of the following is true about localism?

answer

It empowers all people by keeping them involved in decisions. All of these are true. It is based on the idea that people are rational beings. It maximizes the freedom of each person

question

The fact that radio stations are limited in the amount of power they can use to broadcast their signals is an example of

answer

localism

question

With a horizontal merger:

answer

one media company buys another media company of the same type

question

When The Brady Bunch movie was released, Viacom promoted it by running old Brady TV reruns on its cable channel, Nickelodeon. This is an example of

answer

cross-promotion

question

When a media company buys a combination of other media companies and/or companies in a non-media business, this is called a:

answer

conglomerate merger

question

Viacom already owned multiple TV stations and then bought the Paramount Pictures production studio. This is an example of a:

answer

vertical merger

question

Very large companies often have many products that appear different but are marketed by the same company. For example, PepsiCo markets soft drinks but also controls the largest restaurant system in the world including Pizza Hut and Taco Bell. This is an example of

answer

concentration among advertisers

question

To appear at the top of a Google search, a website:

answer

must pay for placement

question

Over time, the government has been relaxing regulations with regard to who controls the media.

answer

true

question

There is a trend away from concentration of ownership in the media.

answer

false

question

This criticism that concentration of ownership reduces competition in a market seems valid on the surface, but breaks down when analyzed.

answer

true

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