Media Ethics
Exam Answer Key
Course Introduction
Media Ethics explores the fundamental principles and challenges associated with ethical decision-making in journalism, public relations, advertising, and digital media. The course examines philosophical frameworks, professional codes of conduct, and real-world case studies to analyze topics such as truth-telling, privacy, sensationalism, conflicts of interest, and the role of media in a democratic society. Students will critically evaluate contemporary ethical dilemmas and develop skills for responsible media production and consumption in a rapidly evolving communication landscape.
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) _________________is unlike other communication in that the audience is distant.
Answer: Mass communication
Q2) Mass communication is possible only through _________________,whether it be a printing press,a broadcast transmitter,or an internet server.
Answer: technology
Q3) In a capitalistic environment,politics is the primary driver of the behaviour of media companies.
A)True
B)False
Answer: False
Q4) Which of the following does McLuhan call "cool" media?
A) Television
B) Books
C) Movies
D) Magazines
E) Newspapers
Answer: A
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) _________________ is a virtual world of more than 8.5 million members worldwide.
Answer: Second Life
Q2) What is one result of the relatively low cost of internet production and delivery?
A) The disappearance of print media
B) Lower-quality television broadcasting
C) Less original content
D) Greater control by fewer corporations
E) The democratization of mass communication
Answer: E
Q3) The __________________ school of thought looks at the creation of meaning in communication.
Answer: semiotic
Q4) Who first saw the potential of the internet?
A) The U.S. military
B) The National Science Foundation
C) Google
D) Research in Motion
E) The Russian Navy
Answer: A
Page 4
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Chapter 3: Entertainment
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Q1) Who was the first play-by-play announcer for Hockey Night in Canada?
A) Foster Hewitt
B) Red Robinson
C) Don Cherry
D) Joseph Pulitzer
E) James Gordon Bennett
Answer: A
Q2) The elitist view argues that the mass media do society a disservice by pandering to low tastes.
A)True
B)False
Answer: True
Q3) Who saw cultural and social value in pop art?
A) Dwight Macdonald
B) Susan Sontag
C) Herbert Gans
D) Spike Lee
E) Howie Mandel
Answer: B
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Page 5
Chapter 4: Print
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Q1) Newspapers are most popular among young people.
A)True
B)False
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) What percentage of Canadians read their local weekly newspaper?
A) 10 percent
B) 37 percent
C) 58 percent
D) 92 percent
E) 74 percent
Q4) Many magazines have extended their presence to the web.
A)True
B)False
Q5) The 1970 committee into media ownership in Canada was the __________________.
Q6) A __________________ is a half-size paper that is convenient to hold.
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Chapter 5: Sound Recording
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Sample Questions
Q1) The recording industry is concentrated in four major companies.
A)True
B)False
Q2) On Bob Mersereau's list of The Top 100 Canadian Singles,which single tops the list?
A) "Heart of Gold," Neil Young
B) "The Weight," The Band
C) "Hallelujah," Leonard Cohen
D) "American Woman," The Guess Who
E) "Summer of '69," Bryan Adams
Q3) On Bob Mersereau's list of The Top 100 Canadian Albums,which album tops the list?
A) Harvest, Neil Young
B) Blue, Joni Mitchell
C) After the Gold Rush, Neil Young
D) Music from Big Pink, The Band
E) Fully Completely, The Tragically Hip
Q4) Successful recordings can result only from manipulation.
A)True
B)False
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Chapter 8: Picturesradio
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Q1) Who is the father of format radio?
A) Guglielmo Marconi
B) Reginald Fessender
C) Howard Stern
D) Gordon McLendon
E) Lee de Forest
Q2) Which age group is listening to less radio than in the past?
A) 35-45
B) 45-55
C) 55-65
D) 65+
E) 12-34
Q3) Sounds or sound effects are what kind of sign?
A) Real
B) Indexes
C) Symbols
D) Icons
E) Visual
Q4) According to Paul Rutherford,talk radio offers access to the __________________.
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Q5) Howard Stern popularized the __________________ radio programming genre.
Chapter 8: Motion Pictures
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Q1) Which was the first movie created entirely by computers?
A) Snow White and the Seven Dwarfs
B) Toy Story
C) Shrek
D) The Phantom Menace
E) Star Wars
Q2) Which of the following is a French-Canadian film director?
A) Auguste Lumière
B) Joseph Niépce
C) Georges Méliès
D) Atom Egoyan
E) Denys Arcand
Q3) How long are most narrative films?
A) 100 minutes
B) 60 minutes
C) 30 minutes
D) 90 minutes
E) 135 minutes
Q4) Movies that tell stories are called __________________.
Q5) Canadian movie scripts symbolically reflect __________________.
Page 9
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Chapter 8: Television
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Q1) Linda and Robert Lichter and Stanley Rothman make a case that the creators of television programs are
A) conformist.
B) creative geniuses.
C) social reformers.
D) radical agents of change.
E) benevolent humanitarians.
Q2) By 1954,how many television sets had been purchased in Canada?
A) Five million
B) One million
C) Five hundred thousand
D) Twelve million
E) Sixty thousand
Q3) HBO had the first television programming via __________________.
Q4) Because of dwindling audiences,television networks have had to reduce their advertising rates.
A)True
B)False
Q5) At present,there are __________________ national television networks in Canada.
Page 10
Q6) Canadians watch American programming __________________ percent of the time.
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Chapter 9: The Internet
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Sample Questions
Q1) Which is an example of pull media?
A) A story in a newspaper
B) Cellphone
C) Web banner
D) Online newsletter
E) News updates
Q2) In 2009,which company was found to be in violation of Canadian privacy laws?
A) Wikipedia
B) Facebook
C) MySpace
D) Google
E) Ask.com
Q3) Tim Berners-Lee invented the World Wide Web.
A)True
B)False
Q4) Facebook has nearly 1 billion users around the world.
A)True
B)False
Q5) What are the most recent developments in internet technology? What kinds of social effects might these technologies have?
Page 12
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Chapter 10: News
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Sample Questions
Q1) What is the professional canon of journalistic fairness?
A) Present competing points of view
B) Present the truth
C) Present the most popular point of view
D) Present the least controversial point of view
E) Get reliable sources
Q2) What is most important to bloggers?
A) How
B) Why
C) What
D) Who
E) Hits
Q3) What marked the yellow period of newspaper journalism?
A) Sensationalism
B) Reliability
C) Professionalism
D) Fairness
E) Balance
Q4) __________________ means that journalists see things through their culture's eyes.
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Chapter 11: Public Relations
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Sample Questions
Q1) Who said "The public be damned"?
A) Marie Antoinette
B) Ivy Lee
C) William Henry Vanderbilt
D) Paul Garrett
E) Jean Valin
Q2) Which term refers to developing programs in advance of an unscheduled but anticipated event?
A) Image consulting
B) Crisis management
C) Anticipatory planning
D) Contingency planning
E) Foresight planning
Q3) Which program links public relations and advertising?
A) Image consulting
B) External public relations
C) Internal public relations
D) Integrated marketing communication
E) Pub-vertising
Q4) In 1906,__________________ set out the fundamentals of public relations.
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Chapter 12: Advertising
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Sample Questions
Q1) Which formula is used to compare the effectiveness of different advertising strategies?
A) MPI
B) ADC
C) PPM
D) MPG
E) CPM
Q2) According to John Kenneth Galbraith,advertising creates
A) income.
B) needs.
C) wants.
D) expenses.
E) power.
Q3) Writing a brand-name product into a television or movie script is called __________________.
Q4) A Clio is an award for advertising creativity.
A)True
B)False
Q5) In the United States and Canada,national advertising took root with the construction of the __________________.
Page 15
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Chapter 13: Media Research
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Sample Questions
Q1) What does the sample size determine?
A) The number of correct responses and guesses
B) The number of questions and the order in which they are asked
C) The margin of error and the confidence level
D) The size of the population and the quota size
E) The sampling method and respondent selection
Q2) Straw polls frequently offer highly meaningful results.
A)True
B)False
Q3) The largest category in VALS is __________________,or people who are conformists,are satisfied with mainstream values,and are reluctant to change brands.
Q4) In cohort analysis,__________________ is comprised of people who came of age in the late 1980s.
Q5) Theoretical research does not seek profit-generating information.
A)True
B)False
Q6) Nielsen uses A2/M2 to measure audiences on a wide range of video platforms.
A)True
B)False
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Chapter 14: Media Law and Ethics
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Sample Questions
Q1) Pragmatic ethics judges acts by their results.
A)True
B)False
Q2) In order to copy songs to a CD,you need what kind of rights?
A) Performance rights
B) Copyrights
C) Synchronization rights
D) Moral rights
E) Mechanical rights
Q3) Widespread internet access is facilitating plagiarism.
A)True
B)False
Q4) __________________ suggests that everyone be treated the same.
Q5) __________________ is the basis for both media law and ethics codes in Canada.
Q6) CNN's promotional tagline "News You Can Trust" is an example of A) libel.
B) audience expectation.
C) media commitment.
D) slander.
E) plagiarism.
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Chapter 15: Media Effects
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Q1) Who concluded that media-depicted violence scares far more people than it inspires to violence,leading them to believe the world is more dangerous than it really is?
A) George Gerbner
B) Hadley Cantril
C) Wilbur Schramm
D) Paul Lazarsfeld
E) Peggy Charren
Q2) Narcoticizing dysfunction can be caused by having too much information.
A)True
B)False
Q3) Who articulated the agenda-setting theory?
A) Hadley Cantril
B) Walter Lippmann
C) Robert Park
D) Paul Lazarsfeld
E) McCombs and Shaw
Q4) What are the negative effects of media violence? What are the positive effects? What individual and other factors might influence the effect of violence?
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) Which is an example of a bipolar model?
A) Media and communications
B) Liberty and freedom
C) States and countries
D) Television and movies
E) Authoritarianism and libertarianism
Q2) John Milton favoured a more authoritarian political system.
A)True
B)False
Q3) The Chinese government has a fully automated system to monitor and control website access in China.
A)True
B)False
Q4) The movie mania in India centres on
A) stars.
B) producers.
C) writers.
D) singers.
E) directors.
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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Q1) What did David Brock's and Matt Drudge's reports on U.S.President Bill Clinton expose?
A) Money laundering
B) Political bias
C) A sex scandal
D) War mongering
E) Drug smuggling
Q2) What is the popular name given to the story of a break-in at the Democratic Party's national headquarters in 1972?
A) Waterbreak
B) Whitewater
C) Watergate
D) Nixongate
E) Gatekeeper
Q3) In the days after Confederation,newspapers tended to
A) not be too critical of the government.
B) not report on political stories.
C) side with the nobility.
D) represent the unions.
E) criticize the government.
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