Introduction to Mass Communication Exam Materials
Course Introduction
Introduction to Mass Communication provides students with a foundational understanding of the principles, processes, and impacts of mass media in society. The course explores the history and evolution of major media forms including print, broadcast, digital, and social media and examines their roles in shaping public opinion, culture, and policy. Students will analyze the functions of news, entertainment, advertising, and public relations while considering issues such as media ethics, regulation, and the effects of technological advancements. Through critical discussion and analysis, the course aims to foster media literacy and enable students to become informed consumers and creators of mass communication.
Recommended Textbook
The Media of Mass Communication 6th Canadian Edition by John Vivian
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17 Chapters
1530 Verified Questions
1530 Flashcards
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Chapter 1: Mass Media Literacy
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Sample Questions
Q1) A letter to the editor is an example of _________________.
Answer: feedback
Q2) _________________is unlike other communication in that the audience is distant.
Answer: Mass communication
Q3) What percent of Canadians rate CBC programming as good or better than good?
A) 91 percent
B) 28 percent
C) 65 percent
D) 82 percent
E) 76 percent
Answer: E
Q4) The fragmentation of the mass audience into narrower segments is called _________________.
Answer: demassification
Q5) Converged companies typically own only broadcast holdings.
A)True
B)False
Answer: False
Q6) Income derived from the audience is called _________________.
Answer: circulation revenue
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Chapter 2: Mass Media Technology
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Sample Questions
Q1) Static on the radio or smudged ink in a newspaper are examples of semantic noise.
A)True
B)False
Answer: False
Q2) What is at the centre of the concentric circle model?
A) Audiences
B) Technology
C) Regulators
D) Communicators
E) Gatekeepers
Answer: D
Q3) Which of the following is not a part of the "tetrad of media effects"?
A) Enhance
B) Obsolete
C) Invent
D) Reverse
E) Retrieve
Answer: C
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Page 4
Chapter 3: Entertainment
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Sample Questions
Q1) The Television Bureau of Canada estimates that the average Canadian watches almost ?_________________ hours of television per week.
Answer: 27
Q2) Television found a happy confluence of interest with which form of entertainment?
A) Sports
B) Music
C) Literature
D) Sex
E) Theatre
Answer: A
Q3) Who was the first newspaper publisher to assign reporters to sports regularly?
A) Sam Phillips
B) Red Robinson
C) John L. Sullivan
D) Joseph Pulitzer
E) James Gordon Bennett
Answer: E
Q4) There's no doubt that the mass media are a source of _________________.
Answer: entertainment
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Chapter 4: Print
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Sample Questions
Q1) How many daily newspapers were there in Canada in 2008?
A) 15
B) 53
C) 98
D) 35
E) 160
Q2) The main reason magazines developed was
A) as a tax write-off for media barons.
B) to develop local interest.
C) for more in-depth news coverage of issues.
D) to lure people away from television in the 1950s.
E) to offer advertisers a national advertising medium.
Q3) The Albuquerque Tribune created the first newspaper website in 1992.
A)True
B)False
Q4) In the past decade,rural weeklies generally have been having a good time.
A)True
B)False
Q5) Advertisers used __________________ through the 19th century to build national markets for their products.
Page 6
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Chapter 5: Sound Recording
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Sample Questions
Q1) In 2003,the RIAA began legal action against individuals who downloaded music without paying.
A)True
B)False
Q2) File sharing has had little impact on music retailers.
A)True
B)False
Q3) What is one advantage of iTunes?
A) It was the first music download company.
B) It is illegal.
C) It is Canadian-owned.
D) The sound quality is exceptional.
E) It is free.
Q4) Sun and Motown are examples of which kind of recording company?
A) Big Four
B) Indies
C) Little Four
D) Rebels
E) Podcasters
Q5) English-language stations must play __________________ percent Cancon.
Page 7
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Chapter 8: Picturesradio
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Sample Questions
Q1) Howard Stern popularized the __________________ radio programming genre.
Q2) Who is the father of format radio?
A) Guglielmo Marconi
B) Reginald Fessender
C) Howard Stern
D) Gordon McLendon
E) Lee de Forest
Q3) Podcasting has the potential to make everybody a disc jockey.
A)True
B)False
Q4) What were Gordon McLendon's contributions to radio broadcasting?
Q5) Marshall McLuhan referred to radio as a __________________.
Q6) CBC radio is funded through __________________.
Q7) Who owns most radio stations in Canada?
A) Rich individuals
B) The government
C) Mid-sized operators
D) Small companies
E) Large corporations
Q8) __________________ is the most popular radio format in Canada
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Chapter 8: Motion Pictures
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Sample Questions
Q1) Which 1939 film was the first colour movie?
A) The Mountie's Red Jacket
B) Cinderella
C) Evangeline
D) Gone with the Wind
E) The Black Pirate
Q2) Which term is used to refer to a documentary that seeks to influence viewers?
A) Docu-drama
B) Docu-ganda
C) Cinéma vérité
D) The fairness doctrine
E) Ad-umentaries
Q3) The National Film Board was formed
A) by an act of Parliament.
B) as a Canadian major studio.
C) by various investor groups.
D) by independent investors.
E) when Sony bought Columbia.
Q4) The National Film Board was formed by __________________ in 1939.
Q5) A movie that is a great commercial success is called __________________.
Page 9
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Chapter 8: Television
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Sample Questions
Q1) The original television industry was composed of __________________.
Q2) Which was Canada's first privately owned national television network?
A) Fox
B) Global
C) NFB
D) CBC
E) CTV
Q3) Television officially arrived in Canada in 1932 with the formation of the CBC.
A)True
B)False
Q4) __________________ allows audience control of time for viewing a chosen program.
Q5) Scholars and broadcasters agree that television has some degree of influence on society.
A)True
B)False
Q6) The CRTC encourages the broadcast of Canadian dramas by offering drama credits.
A)True
B)False
10
Q7) ? In 2011,Canadian television stations began broadcasting in
Q8) Most Canadians get their news and information from __________________.
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Chapter 9: The Internet
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Sample Questions
Q1) Television is generally classified as a pull media.
A)True
B)False
Q2) Which broadcast regulator decided in 2009 not to regulate the internet?
A) ARTC
B) FBI
C) CIA
D) NFB
E) CRTC
Q3) During the 2008 U.S.presidential campaign,how could people ask questions of the candidates?
A) On YouTube
B) On CNN
C) In The New York Times.
D) On Ask.com
E) On blogs
Q4) The first universal system that allowed local networks to talk to each other was called TCP.
A)True
B)False
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Chapter 10: News
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Sample Questions
Q1) Which term refers to the day-to-day variation in newsworthy events?
A) News hole
B) Flow
C) News volume
D) Variation
E) Objectivity
Q2) Which term is used to describe a person who decides whether to shorten,drop,or change a story en route to the mass audience?
A) News editor
B) Gatekeeper
C) Journalist
D) Proofreader
E) Copy editor
Q3) Which was the first newspaper in Canada?
A) The Halifax Gazette
B) The Globe and Mail
C) Publick Occurrences
D) Toronto Star
E) The Gazette (Montreal)
Q4) News delivered by telegraph was called __________________.
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Chapter 11: Public Relations
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Sample Questions
Q1) Ivy Lee was an early mogul in trouble with the public.
A)True
B)False
Q2) Good media relations are often forged in the fire of a crisis.
A)True
B)False
Q3) Ivy Lee,a young publicist in New York,said "The public be damned."
A)True
B)False
Q4) Crisis management is an easy task for public relations.
A)True
B)False
Q5) When General Motors set up municipal programs and set up scholarships for employees' children,this was an example of __________________.
Q6) Advertorials
A) encourage unfair news reports.
B) were pioneered by Edward Bernays.
C) appear in free space or time.
D) are a passive public relations approach.
E) were devised by Herb Schmertz.
Page 14
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Chapter 12: Advertising
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Sample Questions
Q1) Messages that consumers pass on through email and social media is called __________________.
Q2) Who founded the first ad agency in the United States?
A) Dave Nichol
B) Benjamin Day
C) F. Wayland Ayer
D) Anson McKim
E) David Ogilvy
Q3) What has been the standard commission for advertising agencies?
A) 30 percent
B) 25 percent
C) 2 percent
D) 15 percent
E) 10 percent
Q4) What is the major disadvantage of magazines for advertising?
A) Opportunities for last-minute changes are limited.
B) Magazines offer narrowly defined audiences.
C) Magazines have high pass-along circulation.
D) Magazines are prestigious.
E) Magazines have a long shelf life.
Page 15
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Chapter 13: Media Research
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Sample Questions
Q1) In probability sampling,
A) there is a high probability of being right.
B) everyone in the population has an equal chance to be sampled.
C) the predictions are less accurate.
D) the entire population is surveyed.
E) some groups have a higher chance of being sampled.
Q2) Which of the following research methods is referred to as a "heartthrob approach"?
A) Mash letters that direct stations' programming decisions
B) Heart monitors attached to viewers as they respond to sports stars
C) EKGs administered following soap opera viewing
D) Hiring decisions based on the applicants' sex appeal
E) Galvanic skin checks that favour short, photogenic stories and good-looking, smooth anchors
Q3) How do you fit into the VALS lifestyle groups? Compare where you fit with where your parents fit.Which cohort do you belong to? Which cohort do your parents belong to?
Q4) The process of __________________ involves viewers who use hand-held remote control units to change channels and avoid commercials.
Q5) The VALS program is a __________________ measure.
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Chapter 14: Media Law and Ethics
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Sample Questions
Q1) What reason was given by the CRTC for not renewing CHOI-FM's licence?
A) Defamation
B) Obscenity
C) Bankruptcy
D) Libel
E) Pornography
Q2) ? __________________ is false comments that harm someone's reputation.
Q3) A fictional news story on CBC News betrays audience expectations.
A)True
B)False
Q4) Canadian law guarantees the media
A) unlimited freedom of expression.
B) a profitable return on capital investments.
C) freedom and responsibility.
D) 50 percent Cancon across the board.
E) protection from lawsuits.
Q5) The Potter Box provides answers to difficult ethical questions.
A)True
B)False
Q6) What are the various duties and commitments of mass media practitioners?
Page 17
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Chapter 15: Media Effects
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Sample Questions
Q1) Which is the basis for imitative behaviour?
A) Copycatting
B) Starstruck imagining
C) Hero-worshipping
D) Role modelling
E) Parental influence
Q2) Wilbur Schramm found that television has minimal effects on
Q3) Which theory claims that media effects on individuals come through complex interpersonal connections?
A) Minimalist
B) Two-step flow
C) Multistep flow
D) Cumulative effects
E) Powerful effects
Q4) The cumulative effects theory claims that the media have a powerful immediate effect that diminishes over time.
A)True
B)False
Q5) Herbert Schiller called the influence of American culture on smaller nations
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Chapter 16: Global Mass Media
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Q1) ? India's movie industry is often referred to as __________________.
Q2) How doe the Chinese government justify restrictions on news coverage?
A) Chinese journalists are still amateur.
B) It encourages stability.
C) There is enough international news.
D) Literacy is still too low.
E) It costs too much.
Q3) Once a criminal charge has been filed,why does British law forbid news coverage?
A) So as not to prejudice potential jurors
B) To allow foreign coverage to prevail
C) Because no one is interested anymore
D) Lack of objective reporting
E) Fear of public demonstrations
Q4) What is the BBC known for?
A) Documentaries
B) Local news coverage
C) Music videos
D) International sports coverage
E) Global news coverage
Q5) __________________ is a Qatar-based satellite news channel for Arab audiences.
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Chapter 17: Mass Media and Governance
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Sample Questions
Q1) The recent trend in newscasts is for longer stories with greater detail.
A)True
B)False
Q2) Antonio Gramsci argued that the elite rule through a process called hegemony.
A)True
B)False
Q3) In U.S.Presidential elections,the one who spends the most always wins.
A)True
B)False
Q4) Which is not a theme in Donna Brazile's life?
A) Voter freedom
B) Voter participation
C) Voter education
D) Making the system more Republican
E) Making the system better
Q5) For Antonio Gramsci,conflict is based on economics and ideas.
A)True
B)False
Q6) In Canada,broadcast election advertising is governed by __________________.
Q7) ? More and more media are owned by __________________ people.
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