Mass Comm Test 1 – Flashcards

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
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Unlock all answers in this set

Unlock answers
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
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