Mass Media and Society Final Exam
Course Introduction
This course explores the complex relationship between mass media and society, examining how media shapes public opinion, cultural norms, and social values. Students will analyze various forms of media such as television, radio, newspapers, digital platforms, and social networks and their roles in disseminating information, influencing behavior, and reflecting societal trends. Emphasis is placed on the history and development of mass media, media ownership and regulation, media effects theory, as well as contemporary issues such as digital convergence, media ethics, representation, and globalization. Through critical analysis and case studies, the course encourages students to develop a deeper understanding of the power dynamics and societal impacts of mass communication.
Recommended Textbook
The Media of Mass Communication 6th Canadian Edition by John Vivian
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Page 2
Chapter 1: Mass Media Literacy
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Sample Questions
Q1) Ben Bagdikian is an opponent of convergence.
A)True
B)False
Answer: True
Q2) A message intended to persuade people to buy a product is called??_________________.
Answer: advertising
Q3) A chuckle and a letter to the editor are both examples of A) amplification.
B) filtering.
C) noise.
D) feedback.
E) gatekeeping.
Answer: D
Q4) Space-biased societies are hierarchical and decentralized.
A)True
B)False
Answer: False
Q5) _________________owns TVA,the largest television network in Quebec.
Answer: Quebecor
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Chapter 2: Mass Media Technology
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Sample Questions
Q1) What do members of the virtual world Second Life call themselves?
A) Residents
B) Virtualists
C) Geeks
D) Real-lifers
E) Second-class citizens
Answer: A
Q2) Corning Glass developed __________________ capable of carrying light at incredible speeds.
Answer: fibre optic cables
Q3) Which company introduced the first smart phone?
A) Sony
B) Rogers
C) Telus
D) Apple
E) Research in Motion
Answer: E
Q4) __________________is a narrative model that poses four questions: Who says what? In which channel? To whom? With what effect?
Answer: The Lasswell model
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Chapter 3: Entertainment
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Sample Questions
Q1) Improvements in audio recording fidelity affected musical styles.
A)True
B)False
Answer: True
Q2) Sports historians call which decade the Golden Era of Sports?
A) 1920s
B) 1930s
C) 1950s
D) 1980s
E) 1990s
Answer: A
Q3) "The Hockey Theme," a staple in Canadian hockey households,was written in 1968 by Foster Hewitt.
A)True
B)False
Answer: False
Q4) Jerry Bruckheimer is a filmmaker who also produces television shows.
A)True
B)False
Answer: True
Page 5
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Chapter 4: Print
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Sample Questions
Q1) Which was Canada's first newspaper?
A) National Post
B) Toronto Sun
C) The Globe and Mail
D) The Halifax Gazette
E) The Gazette (Montreal)
Q2) The Gannett concept of mojos is really new,and has never been tried before.
A)True
B)False
Q3) A __________________ is a half-size paper that is convenient to hold.
Q4) How are newspapers offsetting the inroads made by television?
A) Afternoon editions
B) Longer articles
C) More focus on international events
D) More coverage of sports
E) Use of more colour and aesthetics
Q5) RUM data provide a quantitative measure of qualitative information.
A)True
B)False
Q6) ? __________________ is a product that needs a variety of voices to be produced
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Chapter 5: Sound Recording
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Sample Questions
Q1) Most of the indie companies in Canada are based in British Columbia.
A)True
B)False
Q2) What role,if any,should the government play in monitoring and controlling the type or quality of music available to people?
Q3) Music is more than the sum of its parts.
A)True
B)False
Q4) The recorded music industry has been shaken by file-sharing.Can it survive with its current responses? Which of these responses have the greatest chance for success?
Q5) In Canada,who is most likely to download music for free?
A) Seniors
B) Children
C) Adults
D) Pre-teens
E) Teenagers
Q6) English-language stations must play __________________ percent Cancon.
Q7) Shawn Fanning's __________________ technology ushered in a frenzy of free file sharing on the internet in 2000.
Page 7
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Chapter 8: Picturesradio
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Sample Questions
Q1) How is radio different from other mass media?
Q2) There are fewer than 1000 radio stations in Canada. A)True
B)False
Q3) Andrew Crisell,a cultural theorist,refers to radio as
A) a sensory medium.
B) a blind medium.
C) a visual medium.
D) an imaginary medium.
E) a deaf medium.
Q4) Under CRTC conditions of licence,programming on campus and community radio stations must
A) only present local issues.
B) be 60 percent news.
C) be free of advertising.
D) differ in style and substance.
E) be 95 percent Cancon.
Q5) Radio signals are carried on the __________________ spectrum.
Q6) Most radio today is based on __________________ programming.
Q7) Andrew Crisell refers to radio as a __________________.
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Chapter 8: Motion Pictures
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Sample Questions
Q1) Peter Harcourt claims that Canadian movies often portray our confidence and sense of nationhood.
A)True
B)False
Q2) Suspension of disbelief occurs when a viewer gets caught up in the story.
A)True
B)False
Q3) At the height of the studio system,Paramount was issuing a movie a week.
A)True
B)False
Q4) Canada is most known for making very successful dramatic films.
A)True
B)False
Q5) Which term refers to the ability to appreciate moviemaking as an art form?
A) Media literacy
B) Film literacy
C) Movie buff
D) Director's cut
E) Reel rebel
Q6) Canada's first movie theatre opened in __________________.
Page 9
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Chapter 8: Television
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Sample Questions
Q1) Since 2008,the CRTC has allowed __________________ minutes of television advertising per hour.
Q2) Television transformed the mass media.
A)True
B)False
Q3) Which is the dominant mass medium for entertainment and news?
A) Magazines
B) The internet
C) Radio
D) Newspapers
E) Television
Q4) Television creates only long-term effects.
A)True
B)False
Q5) How many Canadian national television networks are privately owned?
A) Five
B) Two
C) Four
D) Seven
E) Fifteen
Page 10
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Chapter 9: The Internet
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Sample Questions
Q1) Google was the first web browser.
A)True
B)False
Q2) According to McLuhan,which media brought back tribalization?
A) Newspapers
B) Movies
C) Radio
D) Internet
E) Television
Q3) Users of the internet are only recipients of information and entertainment.
A)True
B)False
Q4) The term cyberspace was coined by a science fiction writer.
A)True
B)False
Q5) The internet is only a push media.
A)True
B)False
Q6) One justification for municipal Wi-Fi is to bridge the __________________.
Q7) Describe the different elements of the internet industry.
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Chapter 10: News
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Sample Questions
Q1) Which term refers to telling news without bias?
A) Traditional reporting
B) Two-side reporting
C) Honest reporting
D) Subjective reporting
E) Objective reporting
Q2) Which term refers to the day-to-day variation in newsworthy events?
A) News hole
B) Flow
C) News volume
D) Variation
E) Objectivity
Q3) The Watergate scandal created an enthusiasm for __________________.
Q4) Herbert Gans concluded that journalists have __________________ values.
Q5) Which is not a newspaper tradition from the colonial period that remains today?
A) Independence from government censorship
B) Ability to react in its own self-interest
C) Commitment to seeking truth
D) Active attempt to mould government policy
E) Professional training for journalists
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Chapter 11: Public Relations
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Sample Questions
Q1) Which term describes paid advertisements that state an editorial position?
A) Reporter tales
B) Press packages
C) Media briefs
D) Infomercials
E) Advertorials
Q2) The initial response during the Maple Leaf Foods' listeria crisis was whitewashing.
A)True
B)False
Q3) A comprehensive program that links public relations with advertising is called an advertorial.
A)True
B)False
Q4) A policy to ignore news coverage and reporters' queries is called a/an
Q5) Helping a client through an emergency is called contingency planning.
A)True
B)False
Q6) Covering up abuses but not correcting them is called __________________.
Page 13
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Chapter 12: Advertising
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Sample Questions
Q1) Which term describes a sponsored online game,usually for an established brand at its own site?
A) Branding.com
B) Gamertisement
C) Advergame
D) Geek appeal
E) Online marketing
Q2) Advertising is mostly a persuasive type of communication.
A)True
B)False
Q3) Describe the different advertising strategies that are used by companies to pitch their messages.
Q4) Flyers were the first form of printed advertising.
A)True
B)False
Q5) Magazines are a good way to reach a large and diverse audience.
A)True
B)False
Q6) The internet search engine Google charges some advertisers with a __________________ fee.
Page 14
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Chapter 13: Media Research
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Sample Questions
Q1) Theoretical research does not seek profit-generating information.
A)True
B)False
Q2) The degree of certainty that a survey is accurate is the __________________.
Q3) Newscast ratings go up for stations that consistently deliver graphic video.
A)True
B)False
Q4) __________________ was formed in 1914 to remove the temptation for publishers to inflate their claims.
Q5) The order of questions can affect respondents' answers.
A)True
B)False
Q6) The greatest ferment in mass communication scholarship has involved questions about
A) technology.
B) policy.
C) effects.
D) opinion.
E) theory.
Q7) ? Increasing the sample size will reduce the __________________.
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Chapter 14: Media Law and Ethics
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Sample Questions
Q1) The music licensing organization in Canada is
A) AVLA.
B) BBM.
C) CAB.
D) CRTC.
E) SOCAN.
Q2) Journalists justify re-creations as
A) less costly than on-scene reporting.
B) an exciting diversion from their daily drudgery.
C) time-savers that free them to cover more important stories.
D) helping people understand quickly.
E) faster to produce than talking-head pieces.
Q3) The Cherry Sisters learned from their Iowa libel case that
A) performers deserve a right to be left alone.
B) reviewers who accept complimentary tickets must write only pleasant articles.
C) performers must accept negative comments about their performances.
D) performers could sue successfully to prevent negative reviews.
E) reviewers are limited to objective reporting.
Q4) Describe the four quadrants of the Potter Box.Use the example of Janet Cooke and "Jimmy's World" to illustrate each quadrant.
Page 16
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Chapter 15: Media Effects
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Sample Questions
Q1) When men in New Guinea started to wear Western-style clothing after watching movies,this is an example of
A) contemporary transmission.
B) historical transmission.
C) radical change.
D) fashionable rebellion.
E) immigration.
Q2) What do the lifestyle effects and attitude effects theories contribute to our understanding of media effects?
Q3) Gerbner calculates that there is more violence shown on television than occurs in real life.
A)True
B)False
Q4) Which recent issue parallels the debate about black civil rights?
A) Immigration
B) Drugs
C) Terrorism
D) Health
E) Education
Q5) Wilbur Schramm found that television has minimal effects on
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Chapter 16: Global Mass Media
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Sample Questions
Q1) Top-down governance,such as a monarchy or dictatorship,is called
Q2) Authoritarian media systems are especially prominent in Canada.
A)True
B)False
Q3) What is the BBC known for?
A) Documentaries
B) Local news coverage
C) Music videos
D) International sports coverage
E) Global news coverage
Q4) Which is India's strongest mass medium?
A) Television
B) Radio
C) Movies
D) Newspapers
E) Internet
Q5) __________________ is a U.S.government-funded broadcast service sent into nations with state-controlled media to articulate American policies directly to the people.
Page 18
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Chapter 17: Mass Media and Governance
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Sample Questions
Q1) Maxwell McCombs and Donald Shaw said that the media don't tell people what to think but rather
A) what to say.
B) how to think.
C) what to do.
D) what to think about.
E) what to read.
Q2) A political candidate without media exposure still has a good chance of winning.
A)True
B)False
Q3) Which term refers to members of the Parliamentary Press Gallery meeting with politicians after Question Period?
A) Scrum
B) Sound bite
C) Sourcing
D) Filtering
E) Meet the press
Q4) A leak is an accidental disclosure of classified information.
A)True
B)False
Page 19
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