Introduction to Mass Communication Final Exam
Course Introduction
Introduction to Mass Communication explores the fundamental concepts, history, and theories of mass communication, examining how information is created, produced, and distributed across various media platforms. The course introduces students to the functions and responsibilities of mass media including newspapers, radio, television, film, digital and social media in shaping public opinion, influencing culture, and impacting society. Through analysis of the evolution of media technologies and industry practices, students learn about media literacy, ethical considerations, and the effects of media on individuals and communities in a global context.
Recommended Textbook
Mass Communication Living in a Media World 7th Edition by Ralph E. Hanson
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Page 2
Chapter 1: Living in a Media World: An Introduction to Mass Communication
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Q1) One major change in society brought about by the prevalence of smartphones and other mobile devices is that ______.
A)online media exists everywhere we go
B)young people rarely talk directly to each other
C)even during times of disaster,such as hurricanes,people have a reliable form of communication
D)wealthy adults are the most likely to use a smartphone as their exclusive way to access the Internet
Answer: A
Q2) The SMCR model is also known as the transmission model.
A)True
B)False
Answer: True
Q3) Which of the following was the world's first major communication network?
A)a gossip chain
B)early newspapers
C)the telegraph
D)the Roman Catholic Church
Answer: D
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Chapter 2: Mass Communication Effects: How Society and Media Interact
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Q1) Media theorist Marshall McLuhan argued for "medium neutrality"--the medium used to communicate did not change how a message is received.
A)True
B)False
Answer: False
Q2) Prior to the 19th century,most people in Europe and North America lived in communities where their neighbors were from similar ethnic and religious backgrounds.
A)True
B)False
Answer: True
Q3) The critical/cultural approach to mass communication research looks at how meaning is created in society.
A)True
B)False
Answer: True
Q4) The following statement,"If men define situations as real,they are real in their consequences," is a central principle of what?
Answer: Symbolic interactionism.
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Chapter 3: The Media Business: Consolidation, Globalization,
and the Long Tail
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Q1) Alphabet is the parent company of ______.
A)Google
B)Apple
C)Comcast
D)NBCUniversal
Answer: A
Q2) In a brief essay,explain how Apple has become a major player in the media business.
Answer: This has happened in several ways.Apple sells many of the most popular portable media consumption devices,it sells and rents media programming,and its late CEO (Steve Jobs)is the former owner of Pixar Animation Studios as well as being Disney's largest single stockholder.
Q3) In a brief essay,explain the differences between the long-tail and the short-head media markets.
Answer: Varies.
Q4) ESPN makes revenue both from people who do watch the sports channel and people who do not.
A)True
B)False
Answer: True
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Chapter 4: Books: The Birth of the Mass Media
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Q1) Gutenberg's invention of movable type led to the world's first mass media.
A)True
B)False
Q2) Name the three major players (or elements)of the book business.
Q3) Briefly explain the difference between an ideograph and an alphabet writing system.
Q4) Pearson,the world's largest publisher,is best known for ______.
A)financial publications
B)the Harry Potter series
C)books for the education market
D)popular trade books
Q5) Which of the following was the earliest form of writing?
A)ideographs
B)pictographs
C)phonography
D)emojis
Q6) Use concepts discussed in the book so far to explain why the Unicode Consortium put so much effort into making sure that emojis represent a wide range of skin tones and hair color/styles?
Q7) Name an advantage that electronic books offer over paper books.
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Chapter 5: Magazines: The Power of Words and Images
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Q1) Which of the following best describes Mathew Brady's greatest contribution to photojournalism?
A)the great photos that he took
B)the invention of color photography
C)the idea that photos could be transmitted via satellite
D)the idea that photos could be documents that preserve history
Q2) Most modern women's magazines can trace their success back to which of the following?
A)The Crisis
B)Godey's Lady's Book
C)Better Homes and Gardens
D)Family Circle
Q3) Men's Health magazine is most like ______.
A)other men's magazines like Playboy or Esquire
B)a women's lifestyle magazine
C)trade magazines for people in the fitness industry
D)literary/commentary magazines such as The Atlantic or New Republic
Q4) What is the primary difference between trade and consumer magazines?
Q5) Why did Anok Yai doubt she could become a prominent fashion model?
Q6) List two of Leara Rhodes' characteristics of successful magazines.
Page 7
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Chapter 6:
Newspapers and the News: Reflection of a Democratic Society
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Q1) Describe the significance of the New York Sun and the penny press and how they changed newspapers.
Q2) Reporter Nellie Bly's style of reporting from the yellow journalism era would best fit in today at which of the following newspapers?
A)the New York Times
B)the New York Post
C)the Chicago Tribune
D)the Wall Street Journal
Q3) When reporters focus on the importance of the president or prime minister,they are representing the journalistic value of ______.
A)altruistic democracy
B)responsible capitalism
C)social order
D)leadership
Q4) Other than language,how do the Miami Herald and El Nuevo Herald differ from each other?
Q5) Who was the Yellow Kid?
Q6) What newspaper was known as the "gray lady?"
Page 8
Q7) What does the "separation of church and state" mean in the journalism business?
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Chapter 7: Audio: Music and Talk Across Media
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Q1) Pink Floyd's album Dark Side of the Moon helped show that recorded music could exist as something independent from live musical performances.
A)True
B)False
Q2) The statement that radio became a companion medium means which of the following?
A)Radios and televisions were being sold together as a package deal.
B)Radio became less focused.
C)Radio tried to be all things to all people.
D)Radio became the medium listened to while doing something else.
Q3) How does notated music differ from non-notated music?
Q4) In a brief essay,discuss the role that rock 'n' roll played in integrating music.
Q5) NPR's Morning Edition news program attracts a larger daily audience than any of the television networks' morning news programs.
A)True
B)False
Q6) What was the key difference between Edison's phonograph and Berliner's gramophone?
Q7) What makes talk and sports radio so popular with advertisers?
Page 9
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Chapter 8: Movies: Mass Producing Entertainment
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Q1) After World War II,movie attendance declined due to competition from television.
A)True
B)False
Q2) The 2015 summer hit movie Mad Max: Fury Road was successful in part because ______.
A)it was part of the long-running Mad Max franchise
B)it featured a strong cast with lots of interesting roles for women
C)it featured lots of practical effects that gave it a feeling of reality
D)all of these
Q3) Both the number of movie tickets being sold and the dollar value of all movie tickets being sold are headed steadily up.
A)True
B)False
Q4) What are the three questions in the Bechdel Test for Women in Film?
Q5) The movie and recording industries have faced numerous new technologies such as the VCR,the digital video recorder,and MP3 players.How have these industries reacted to these new technologies? Have they welcomed or rejected them? Why? Which of the Seven Secrets apply to this answer?
Q6) Early Edison "peepshow" projectors in nickelodeons were known as what?
Page 10
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Chapter 9: Television: Broadcast and Beyond
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Q1) Why do DVRs scare broadcasters?
Q2) Joshua Meyrowitz believes the very nature of television influences society because it breaks down barriers.
A)True
B)False
Q3) Sinclair Broadcast Group ______.
A)owns a collection of more than 170 local television stations
B)owns a liberal cable news channel
C)owns several regional sports television networks
D)owns the second largest Spanish-language television broadcast network
Q4) All U.S.television broadcasting became digital in which year?
A)2007
B)2009
C)2010
D)1999
Q5) Who received the first patents for all-electronic television broadcasting?
Q6) In a brief essay,explain what it means to you to "watch television." In your essay,discuss what your sources of video programming are,what device or devices you use to watch TV with,and how your understanding of what television is has changed over the last 5 years.
Page 11
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Chapter 10: Online Media: The Internet, Social Media, and Video Games
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Q1) People connect to the Internet using which of the following?
A)wireless services
B)telephone lines
C)cable television lines
D)all of these
Q2) In a brief essay,explain why President Donald Trump likes using Twitter to communicate with the public and why his doing so can be controversial.
Q3) One common complaint about video games is that ______.
A)people of color and LGBT people are underrepresented as characters in games
B)White males are underrepresented as characters in games
C)there isn't enough violence in video games anymore because of new federal regulations limiting it
D)there are too many advertisements in the games that slow down game play
Q4) What is citizen journalism?
Q5) Social media are online services that allow users to ______.
A)generate content
B)comment
C)tag
D)all of these
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Chapter 11: Advertising: Selling a Message
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Q1) Native advertising is ______.
A)advertising from the parent company of a publication or website
B)advertising designed to blend in with a publication's editorial content
C)advertising targeted at a country's indigenous population
D)advertising that is designed to fit in with sales promotions and public relations campaigns
Q2) Integrated marketing communication (IMC)campaigns typically involve ______.
A)advertising
B)public relations
C)sales promotion
D)all of these
Q3) What is the VALS system?
Q4) How did Gildan use native advertising to promote a modern image for their men's underwear?
Q5) Subliminal advertising using hidden sales messages is considered to be highly successful by major advertising agencies.
A)True
B)False
Q6) Who is Mountain Dew advertising targeted at?
Q7) Define the term economy of abundance.
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Chapter 12: Public Relations: Interactions, Relationships, and the News
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Q1) According Edward Bernays,public relations campaigns should be designed to do which of the following?
A)primarily help the client
B)primarily help the press
C)primarily serve the general public
D)establish mutually beneficial relationships for the company and various publics
Q2) Many organizations have started intranets,which can be described as which of the following?
A)e-mail systems set up to communicate more quickly with clients
B)messaging systems whereby an employee can leave notes only for himself or herself
C)networks that let companies get feedback from its customers
D)networks that are only open to members of the organization
Q3) Telephone companies and electric utilities were among the last businesses to start actively using public relations.
A)True
B)False
Q4) What are the five steps in the ROPES public relations model?
Q5) What distinguishes modern public relations from press agentry?
Page 14
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Chapter 13: Media Law: Free Speech and Fairness
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Q1) What did President Thomas Jefferson do to all the people charged under the Alien and Sedition Acts?
Q2) Under the Alien and Sedition Laws of 1798,writers could be sent to jail or deported for criticizing the government.
A)True
B)False
Q3) Apple CEO Tim Cook argues that the company did the right thing to protect privacy on their smartphones when they made the encryption on them strong enough that neither the company nor the police could break into it without the owner's permission.
A)True
B)False
Q4) In the case of Roth v.United States,the U.S.Supreme Court handed down which of the following rulings?
A)Obscenity is not protected by the First Amendment.
B)All sexually explicit material is obscene.
C)It is illegal to publish an article about how to build a nuclear bomb.
D)High school principals are allowed to censor a student newspaper for "any legitimate educational purpose."
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Chapter 14: Media Ethics: Truthfulness, Fairness, and Standards of Decency
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Q1) The Portland Press Herald editor felt he should apologize for running a photo in his paper of the local observance of the end of the Muslim holy month of Ramadan on September 11.
A)True
B)False
Q2) The term sensationalism in journalism means which of the following?
A)covering events that are stimulating and interesting
B)covering the events that are most important to the nation
C)covering everyday events in a way that makes them interesting to the public at large
D)covering events that are lurid and highly emotional
Q3) Kant's "categorical imperative" said which of the following?
A)Justice is possible when decisions are made without considering the social status of the people involved.
B)Ethical behavior comes from striking a balance between excess and defect.
C)That which is virtuous provides the greatest happiness for the greatest number.
D)You should act as though what you do will become a universal law.
Q4) What are the three central principles of the Society of Professional Journalists' code of ethics?
Page 16
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Chapter 15: Global Media: Communication Around the World
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Q1) Al Jazeera Sports is a popular channel for sports news in Arab countries.
A)True
B)False
Q2) Only about half of the households in Western Europe own television sets.
A)True
B)False
Q3) The French newspaper Charlie Hebdo was attacked by terrorists after it ran an in-depth exposé on corruption the Syrian government.
A)True
B)False
Q4) What are the two most prominent languages for newspapers in Africa?
Q5) Why did Indian television reporters engaged in self-censorship during the Mumbai terrorist attacks in 2008?
Q6) Satellite television is largely unavailable in the Arab world.
A)True
B)False
Q7) According to Kai Hafez,what are the three types of the press in the Arab world?
Q8) What two Latin American countries produce the most television programming?
Q9) What is the development theory of the press? Page 17
Q10) Why is it difficult to broadcast to large areas of Africa?
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