question

What is the digital divide?

answer

the gap between people who have access to the media and those who dont

question

the primary mass medium that evolved in early agricultural societies

answer

hand copied books

question

After direct broadcast satellite operations started going digital, cable did the same (t/f)

answer

true

question

What proportion of internet users visited the internet for political purposes during the 2008 election?

answer

3/4

question

which society depended on the spoken word to transmit ideas among themselves and between generations?

answer

pre agricultural society

question

the process of converting an analog to a digital signal is called

answer

digitizing

question

_____ is the term describing the integration of mass media computers and telecommunication

answer

convergence

question

social media include all of the following except

answer

email

question

digitial comm uses continuously varying signals corresponding to the light or sounds originated by the source (t/f)

answer

false

question

on average, how many hours a week do children ages 2-5 spend watching television?

answer

32

question

blogs are an example of the enhanced gatekeeper nature of new media (t/f)

answer

false

question

your textbook associates the beginning of industrial society with

answer

the printing press

question

What is the key to multimedia combining text, image, and sound in two way communication channels

answer

digitization

question

you send an email to a friend.. according to the SMCR model what role does your computer fulfill?

answer

encoder

question

what point marks the transition to an information society

answer

when information work starts to dominate the work force

question

the typical american consumer spends more than ___ hours a day with the media

answer

9

question

typical digital transmissions are composed solely of

answer

1s and 0s

question

new media have more personalization then old media (t/f)

answer

true

question

feminist scholars typically look at all the following except

answer

the oppression of the working class by the ruling class

question

agenda setters ___ media coverage, and gatekeepers _____ media coverage

answer

influence, control

question

the main functions of media are: surveillance, entertainment, _____ and _____

answer

socialization, interpretation

question

copyright royalty fees are paid to media creators for the use of their works (t/f)

answer

true

question

framing theory is concerned with what is left out of a story but not with what is in the story (t/f)

answer

false

question

in modernism, reason is the source of progress and science

answer

true

question

narrowcasting has supplanted which of the following strategies:

answer

broadcasting to programming with the largest possible appeal

question

Marshall McLuhan's Statement that "the medium is the message"

answer

a technological deterministic perspective

question

Hegemony can be described as the minority ideology governing society (t/f)

answer

false

question

media creators rarely receive copyright royalty fees for the use of their works (t/f)

answer

false

question

Economies of scale work when first copy costs are spread over many subsequent copies (t/f)

answer

true

question

According to the diffusion of innovations theory, the adoption of new technologies:

answer

follows a predictable sequence of stages

question

Analog is a continuously variable representation selected from a continuous range (t/f)

answer

true

question

one reason digital is so pervasive in communication technology is that computers are good at digital (t/f)

answer

true

question

your exposure to one medium tends to be influenced by others (t/f)

answer

true

question

who or what is most responsible for the kinds of info to which you are exposed

answer

you

question

complete ideas are always or almost always based on incomplete info (t/f)

answer

true

question

an "uncertainty analogy" is

answer

the most interesting property of a model bc it leads to new predictions that can be tested

question

a major advantage for digital media is the ability to make perfect copies (t/f)

answer

true

question

the digital media we typically watch and listen to involve all of the following except

answer

perfect reproduction of the original

question

Becker and Roberts consider mass communication as a ____, and from the point of view of the _____

answer

system, receiver

question

There are 4 worlds of information, which is the subset of everything you have perceived?

answer

3rd

question

you must have complete info to have a complete idea about something (t/f)

answer

false

question

which of the following is not true of models

answer

tend to draw ones attention to specific instances

question

positive analogies are the most interesting properties of models because scientists are concerned primarily with those aspects of the models that they know are like the phenomena being studied (t/f)

answer

false

question

Once you have constructed a meaning for something, it would be highly unusual for you to change it (t/f)

answer

true

question

If one accepts the variability of the mosaic model of communication, which of the following best describes the role in the communication process of people who read newspapers watch tv and listen to the radio?

answer

participants

question

Because the mass media are so pervasive, human beings have little influence over the information they absorb (t/f)

answer

false

question

a major advantage for analog media is the ability to make perfect copies (t/f)

answer

false

question

Human perception is analog and therefor a digital message requires conversion before we can perceive it (t/f)

answer

true

question

Becker and Roberts consider the following to be the most important part of the mass media

answer

the receiver of the message

question

the first world is the world in your head (t/f)

answer

false

question

which of the following is the most valid description of a communication model

answer

an abstract description of the communication process

question

In assessing scientific models we are primarily concerned with simplicity (t/f)

answer

false

question

time is an important dimension in the communication mosaic because

answer

you and the mosaic are constantly changing

question

memory is one dimension of the mosaic model (t/f)

answer

true

question

What do we mean when we say that meaning are not in words or pictures, that meanings are in people?

answer

individuals do not receive meanings, they construct them

question

In assessing scientific models, we are primarily concerned with utility (t/f)

answer

true

question

What do scholars who accept the mosaic conception of communication mean by "cumulative meanings"

answer

a person's meaning for almost anything keeps developing as he or she encounters new bits of information

question

the third dimension of the communication mosaic is

answer

time or memory

question

sesame street is a good example of a show that provides

answer

informal learning

question

according to the multistep flow model,as election day approaches, undecided voters are likely to be swayed by friends they consider politically savvy rather than by advertising (t/f)

answer

true

question

what is the implication of the knowledge gap hypothesis for digital divide issues

answer

the information-poor will never catch up to the information rich

question

which of the following is not true regarding males who have been exposed to explicit pornography

answer

they are more likely to feel confident about flirting with women

question

all of the following are devices that emit electromagnetic radiation that some people say poses a health threat except:

answer

flashlights

question

according to the cultivation theory, _____ exposure to violent messages increases the likelihood that people ____ crime

answer

frequent, overstimate

question

Antisocial behavior is contrary to prevailing norms for social conduct (t/f)

answer

true

question

the internet paradox addressed the conflicting finding that increased use of the internet as a social media correlated with reduced social involvement (t/f)

answer

true

question

Stereotypes are harmful when they become rationalizations for treating others unfairly (t/f)

answer

true

question

Which of the following statements is not true about information campaigns

answer

they rarely use public service announcements during late night tv

question

you want to see how many actors of various ethnicities appear in the primetime television programming. what would be the most effective method to answer this

answer

content analysis

question

most people who play games on social media are addicted and in danger of having their lives destroyed (t/f)

answer

false

question

the idea that people have a tendency to avoid media messages that conflict with their own values is known as selective exposure (t/f)

answer

true

question

Which theory would predict that a real life couple watching a tv couple kiss is more likely to kiss themselves

answer

priming

question

the social learning theory posits that mass media merely reflect behaviors found in their audiences but mass media cannot induce behavioral changes (t/f)

answer

false

question

focus groups are a research technique that captures people "in their own words" through guided group interactions (t/f)

answer

true

question

stereotyping is the formation of ____ about a group of people based on _____

answer

generalizations, limited information

question

Albert banduras bobo doll research illustrates ______ and its results support _____

answer

experimental research, social learning theory

question

the internet paradox addressed the finding that increased use of the internet as a social media correlated with increased social involvement (t/f)

answer

false

question

_____ focuses on the match between the benefits we seek and those we actually obtain from media

answer

uses and gratifications theory

question

Information technology is stripping away ___ from the hierarchy of corporations

answer

middle management

question

the inductive approach to research starts with a theory and then predicts behaviors while the deductive approach observes behaviors and then develops a theory (t/f)

answer

false

question

most magazines have put their content online because they think this would help their newsstand sales (t/f)

answer

true

question

corporation of the book publishing industry has resulted in

answer

a push for bestsellers other other titles

question

who rediscovered movable type in the 15th century

answer

Gutenberg

question

All of the following books have been the target of censorship attempts in the us since 2000 except

answer

On The Road

question

Reader's Digest does not have the highest circulation of any magazine (t/f)

answer

true

question

The latest trends show that ______ magazines have declined while _______ have grown in number and diversity

answer

general interest, special interest

question

magazines make their money from:

answer

subscriptions, advertising, and single copy sales

question

About how many magazines are there today

answer

20,700

question

Which retailer bypasses distributors and selects which magazines it will carry

answer

Wal Mart

question

Harriet Beecher Stowe's novel "Uncle Tom's Cabin" is considered influential because

answer

it inspired popular opposition to slavery, influencing national culture and politics

question

The Da Vinci Code is an example of a professional book (t/f)

answer

false

question

Magazines such as Newsweek and Sports illustrated are not trade magazines (t/f)

answer

true

question

Though some critics are concerned that Google's archiving of books may represent a monopoly on information others advocate that it will allow access to books no longer promoted but still in print known as:

answer

backlisted

question

all of the following were magazine trends during the civil war except:

answer

Stonecuts were used to make illustrations

question

Which US magazine has the largest circulation

answer

AARP

question

All of the following accurately describes the main trends in book publishing except

answer

large companies are abandoning selling orphaned books

question

Desktop publishing has shrunk the entire writing and printing process to a size that fits an ordinary desktop (t/f)

answer

true

question

The Da vinci code is an example of a trade book (t/f)

answer

true

question

Dime novels were known as Penny Dreadfuls in America (t/f)

answer

false

question

content analysis is a form of qualitative research (t/f)

answer

false

question

experimental research is useful for making generalizations about a population of people based on their answers to systematic questioning (t/f)

answer

false

question

Restraints of media content tend to encourage symbolic representation (t/f)

answer

true

question

We can usually better understand what we read hear or see if we do not have expectations of what it is going to be (t/f)

answer

false

question

Technological convergence is based on the fact that the same basic technologies can be used to transmit all forms of communication (t/f)

answer

true

question

Ethnographic research requires collecting info from personal observation or interviews (t/f)

answer

true

question

A monopoly is when a few firms dominate (t/f)

answer

false

question

Blogs are examples of the audience generated nature of new media (t/f)

answer

true

question

PBS is entirely subsidized by federal taxes (t/f)

answer

false

question

early adopters precede the innovators along the timeline of the diffusion curve according to Roger's diffusion of innovations theory (t/f)

answer

false

question

Diffusion of Innovations theory focuses more of the lives of technologies or ideas, than on human behaviors (t/f)

answer

true

question

Talking to a friend with IM would be asynchronous communication (t/f)

answer

false

question

which of the following is an example of time shifting?

answer

Watching a program recorded on a Tivo

question

An answering machine is an example of

answer

asynchronous interpersonal communication

question

Which of the following symbols would not typically be interpreted as representing male sexuality

answer

island or oasis

question

feedback plays a bigger role in interactive systems than it does in the conventional SMCR model of mass comm (t/f)

answer

true

question

Information "vordres" make up about ____ of the US workforce

answer

half

question

the most influential explanation of the nature and meaning of dreams was written by:

answer

Sigmund Freud

question

In Hollywood the computer movement started with the special effects in:

answer

Star Wars

question

Which of the following is a characteristic of analog signals

answer

continuous signal

question

what is hegemony

answer

the media teach the ideology of the ruling classes

question

Which of the following symbols would not be typically interpreted as representing sexual intercourse

answer

playing a guitar

question

compared to other innovations why did VCRs diffuse so rapidly into american homes?

answer

they were compatible with existing television and films

Mass Comm Test 1 – Flashcards

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