Introduction to Mass Communication Study Guide Questions
Course Introduction
Introduction to Mass Communication provides students with a comprehensive overview of the processes, principles, and effects of mass media in society. The course examines the historical development and current landscape of mass communication channels, including print, broadcast, digital, and social media. Students explore the roles and responsibilities of media institutions, the impact of media on culture and public opinion, and ethical considerations in media production and consumption. By analyzing case studies and contemporary issues, students gain a foundational understanding of how mass communication shapes and reflects societal values and dynamics.
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) List each of the four elements of the SMCR model.
Answer: Sender,message,channel,receiver.
Q2) In a brief essay,explain the evolution of the concept of "fake news." Make sure your essay includes at least three of the meanings of fake news.
Answer: Fakes news had its origins when writers used fiction in the 1730s-1740s to tell roughly true stories about the British parliament at a time when it was illegal for reporters to directly cover the body.Fictional and satirical news has also been used as a way of commenting on current events.More recently,fake news has come to mean news that has been fabricated to attract an audience or manipulate voters.Finally,fake news has been used as a general-purpose media criticism.
Q3) Twitter is a part of a growing type of online media known as which of the following?
A)file sharing
B)social media
C)SMCR
D)pre-media networking
Answer: B
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Chapter 2: Mass Communication Effects: How Society and Media Interact
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Sample Questions
Q1) The channel used to transmit a message can change the meaning of the message.
A)True
B)False
Answer: True
Q2) A newspaper runs stories that suggest that most people in the country support cutting taxes.After reading the stories,people who support raising taxes tend to keep quiet because they think their neighbors all support tax cuts.This would be an example of which of the following?
A)agenda setting
B)spiral of silence
C)social learning
D)symbolic interactionism
Answer: B
Q3) The following statement,"If men define situations as real,they are real in their consequences," is a central principle of what?
Answer: Symbolic interactionism.
Q4) What is agenda setting?
Answer: Agenda setting is when the media don't so much tell the public what to think but rather what to think about.
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Chapter 3: The Media Business: Consolidation, Globalization,
and the Long Tail
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Q1) The majority of the cable television music video channels are owned by which of the following?
A)Time Warner
B)Bertelsmann
C)News Corporation
D)Viacom
Answer: D
Q2) ESPN makes revenue both from people who do watch the sports channel and people who do not.
A)True
B)False
Answer: True
Q3) In a brief essay,explain what Cambridge Analytica did and why that was controversial.
Answer: Cambridge Analytica is now a defunct company that collected data on Facebook users and used that information to target campaign materials on behalf of their clients.The company,along with Facebook,faced extensive criticism for using personal data without the users' permission.
Q4) Name two of the media properties owned by Time Warner. Answer: Varies.
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Chapter 4: Books: The Birth of the Mass Media
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Q1) A writing system where abstract symbols stand for an object or idea is which of the following?
A)ideographs
B)pictographs
C)phonography
D)alphabets
Q2) What do The Adventures of Huckleberry Finn,Beloved,The Scarlet Letter,and Of Mice and Men have in common?
A)They all were written in the 19th century.
B)People have attempted to ban each of them.
C)They were all written by Kurt Vonnegut.
D)They each deal with the Holocaust.
Q3) 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?
Q4) Publishers view books as one more product in the entertainment business.
A)True
B)False
Q5) Name a disadvantage of electronic books.
Q6) Name an advantage that electronic books offer over paper books.
Page 6
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Chapter 5: Magazines: The Power of Words and Images
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Q1) Trade magazines are also known as business-to-business magazines.
A)True
B)False
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) Harper's and The Atlantic Monthly were known for printing very short articles with lots of photos about gadgets,beer,and cars.
A)True
B)False
Q4) Nina Agdal got dropped from a magazine cover story because she was seen as being too thin to be healthy.
A)True
B)False
Q5) What is the primary difference between trade and consumer magazines?
Q6) List two of Dick Stolley's rules for successful magazine covers.
Q7) What is a magazine?
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Chapter
6:
Newspapers and the News: Reflection of a Democratic Society
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Questions
Q1) Community newspapers are dying while large metropolitan newspapers are thriving.
A)True
B)False
Q2) The journalistic value of ______ represents a nostalgia for the old-fashioned rural community.
A)ethnocentrism
B)altruistic democracy
C)moderatism
D)small-town pastoralism
Q3) The stories about contaminated water in Flint,Michigan included reports of ______.
A)lead contamination in the water
B)E.coli bacterial contamination in the water
C)high levels of chlorides in the water
D)all of these
Q4) As of 2017,which newspaper had the largest circulation in the United States?
A)the New York Times
B)USA Today
C)the Los Angeles Times
D)the Wall Street Journal
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Chapter 7: Audio: Music and Talk Across Media
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Q1) Revenue for Spanish-language news radio has remained steady in recent years.
A)True
B)False
Q2) Smart speakers operate by ______.
A)typing commands into them using a wireless keyboard
B)predicting what you want to hear based on your smartphone's browser history
C)hand signals
D)giving them spoken commands
Q3) The most popular radio drama of the late 1920s was ______.
A)The Guiding Light
B)The Shadow
C)Amos 'n' Andy
D)Focus on Africa
Q4) Emile Berliner is famous for which of the following?
A)He developed the gramophone.
B)He invented the compact disc.
C)He was the star of the movie The Jazz Singer.
D)He founded MTV.
Q5) What makes talk and sports radio so popular with advertisers?
Q6) How does notated music differ from non-notated music?
Page 9
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Chapter 8: Movies: Mass Producing Entertainment
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Q1) Which of the following was the movie that sold the most tickets of all time?
A)Titanic
B)Gone with the Wind
C)Star Wars
D)Avatar
Q2) Among the earliest movie stars in the United States was which of the following?
A)Harry Warner
B)Humphrey Bogart
C)Florence Lawrence
D)Natalie Portman
Q3) Which of the following was the first major movie with multiple scenes and a plot?
A)The Jazz Singer
B)Gone with the Wind
C)The Great Train Robbery
D)E.T.
Q4) How did the producers of The Blair Witch Project promote their film?
Q5) What movie technological innovation do Dial M for Murder,Avatar,and Gravity all have in common?
Q6) Jaws ushered in what era?
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Chapter 9: Television: Broadcast and Beyond
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Q1) What are the two formats for digital television broadcasting in the United States?
Q2) Television content ratings were introduced the same year as movie ratings. A)True
B)False
Q3) Over the past 30 years,the Big Three television networks (ABC,CBS,and NBC)have done which of the following?
A)They have dramatically increased their share of the viewing audience because of innovative hit shows.
B)They have kept a steady audience.
C)They have lost one third of all their viewers to cable,syndicated programming,and independent stations.
D)They have shared the same owner at least once.
Q4) Name two ways that consumers can watch video on demand in their homes.
Q5) The Fox Network first went on the air in 1975. A)True B)False
Q6) What were the Big Three networks?
Q7) Why do DVRs scare broadcasters?
Q8) What are the Big Four networks?
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Chapter 10: Online Media: The Internet, Social Media, and Video Games
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Q1) The purpose of hypertext is to let people move electronically from one document to another without necessarily knowing which computers the documents are located on.
A)True
B)False
Q2) People connect to the Internet using which of the following?
A)wireless services
B)telephone lines
C)cable television lines
D)all of these
Q3) The word cyberspace is used to mean which of the following?
A)a computer pilot
B)a science of communication and control theory
C)the Internet and the interactions that take place there
D)the future in outer space
Q4) Which of the following is not a characteristic of online media?
A)They are social.
B)They are mobile.
C)They are location based.
D)You can't fool me,all of these are characteristics of online media.
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Chapter 11: Advertising: Selling a Message
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Q1) Advertising and marketing messages that are posted by people through channels such as YouTube,Snapchat,or Twitter are known as ______.
A)social media
B)online marketing
C)social marketing
D)none of these
Q2) Who is Mountain Dew advertising targeted at?
Q3) Apple's 1984 Super Bowl commercial was designed to do which of the following?
A)highlight the new features of the Macintosh computer
B)promote the price of the new Macintosh computer
C)make people aware that Apple was introducing a new computer
D)show people how a Macintosh differed from an IBM computer
Q4) Television writers think they should be compensated extra for including product integration into their program scripts.
A)True
B)False
Q5) Define the term economy of abundance.
Q6) A communication strategy for reaching key audiences using advertising,public relations,sales promotion,and interactive media is known as what?
Page 13
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Chapter 12: Public Relations: Interactions, Relationships, and the News
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Q1) Before the 1920s press agents mostly just worked at getting publicity for their clients as opposed to creating an image.
A)True
B)False
Q2) A press conference is a tool primarily to communicate with which of the following?
A)internal publics
B)external publics
C)the media
D)none of these
Q3) The "Cheesepocalypse" was ______.
A)a large-scale shortage of cheddar cheese that created problems for Kraft Macaroni & Cheese in marketing to children
B)a shortage of mozzarella cheese that created a production problem for Red Baron pizzas
C)a social media campaign by Kraft based on a spot shortage of Velveeta during football playoff season
D)you've got to be kidding,Cheesepocalypse doesn't exist!
Q4) Name the five principles of crisis communication.
Page 14
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Chapter 13: Media Law: Free Speech and Fairness
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Q1) What does the concept of journalistic privilege protect?
Q2) The central argument for allowing cameras in the courtroom is which of the following?
A)Court trials make for exciting mediA.
B)Young people should be exposed to trials as an educational experience.
C)A trial belongs to the public,not the participants in the trial.
D)Advertising revenue for televised trials can help pay the cost of running the courts.
Q3) The First Amendment does not protect people from being sued for statements that are which of the following?
A)false
B)libelous
C)unpopular
D)politically incorrect
Q4) The case of Morse v.Frederick demonstrated which of the following?
A)It is difficult for the government to suppress information that people want to make public.
B)High school students can be punished for speech promoting drug use.
C)Journalists can be sent to jail for refusing to testify before a grand jury.
D)Bloggers are considered journalists by the courts.
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Chapter 14: Media Ethics: Truthfulness, Fairness, and Standards of Decency
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Q1) The public relations firm of Hill and Knowlton was controversial in the 1990s for which of the following?
A)doing PR for the Westboro Baptist Church
B)a corporate conflict of interest by representing two competing companies at the same time
C)representing Exxon during the Exxon Valdez crisis
D)none of these
Q2) The purpose of the ANA Alliance for Family Entertainment is which of the following?
A)to criticize and boycott adult-oriented shows
B)to promote shows its members won't be embarrassed to advertise on
C)to develop shows that accurately depict the American family
D)to create advertisements that fit into family-friendly shows
Q3) Media ethics scholar David Martinson says that journalists most often fail their audience by doing which of the following?
A)deliberately lying to the public
B)focusing on "bad" news instead of "good" news
C)by not asking whether their story helps the public understand the truth
D)not reporting on misconduct by high corporate officials
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Chapter 15: Global Media: Communication Around the World
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Q1) Media in Israel could be characterized as operating under which of the following models?
A)authoritarian
B)libertarian
C)communist
D)social responsibility
Q2) British journalist Marie Colvin was best known for ______.
A)covering war zones around the world
B)wearing a black eye patch after she lost her eye in a grenade attack
C)being targeted for death by the Syrian military
D)all of these
Q3) Several Russian journalists have been murdered or have died under mysterious circumstances after criticizing the Russian government.
A)True
B)False
Q4) Reporters from Al Jazeera receive better treatment in the Arab world than do Western journalists.
A)True
B)False
Q5) What is Al Jazeera?
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