Principles of Mass Communication Final Exam Questions
Course Introduction
Principles of Mass Communication introduces students to the fundamental theories, concepts, and functions of mass media in society. The course explores the historical development of mass communication, the evolution of media technologies, and the influence of media on culture, politics, and public opinion. Students will examine the roles and responsibilities of various media industries, the process of message creation and dissemination, and the effects of mass communication on individuals and communities. Emphasis is placed on critical thinking, media literacy, and ethical considerations in the production and consumption of media content.
Recommended Textbook
Introduction to Mass Communication Media Literacy and Culture 9th Edition by Stanley J. Baran
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Chapter 1: Mass Communication, Culture, and Media
Literacy
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Q1) The culture that seems to hold sway with the majority of a given people is the A) primary culture.
B) bounded culture.
C) dominant culture.
D) transformed culture.
Answer: C
Q2) Media literacy is a skill that can be acquired and developed.
A)True
B)False
Answer: True
Q3) In Schramm's model of mass communication,messages from the media organization to the mass audience are characterized as A) delayed and inferential.
B) expertly decoded.
C) many and identical.
D) difficult to interpret.
Answer: C
Q4) Define communication.
Answer: Answers will vary
Page 3
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Chapter 2: Convergence and the Reshaping of Mass Communication
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Q1) When brands are part of and essential to a piece of media content,proponents of this practice say it isn't a commercial,it is
A) niche marketing.
B) subgroup marketing.
C) synergy.
D) brand entertainment.
Answer: D
Q2) Many cable channels-for example,Nickelodeon and A&E-prosper through their ability to deliver demographically narrow audiences to advertisers.
A)True
B)False
Answer: True
Q3) Increasing the amount of advertising and mixing commercial and noncommercial content is known as
A) audience fragmentation
B) hypercommericalism.
C) convergence.
D) globalization.
Answer: B
Page 4
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Chapter 3: Books
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Q1) Within the e-publishing industry,only new or untested authors are making their works available online.
A)True
B)False
Answer: False
Q2) The number of American adults who do not read book at all is
A) 50 percent.
B) 5 percent.
C) 75 percent.
D) 25 percent.
Answer: D
Q3) A book is _____________when someone in authority limits publication of or access to it.
A) proscribed
B) censored
C) mandated
D) circumscribed
Answer: B
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Chapter 4: Newspapers
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Q1) Primary among the reasons advertisers like newspapers as an advertising medium is their local nature.
A)True
B)False
Q2) In 1849,six large New York papers,including the Sun,Herald,and Tribune,decided to pool efforts and share expenses in collecting news from foreign ships docking at the city's harbor.In doing so they established the first
A) penny press.
B) yellow tabloid.
C) wire service.
D) syndicate.
Q3) The oldest national daily newspaper in the United States is
A) the New York Times.
B) the Wall Street Journal.
C) USA Today.
D) the Christian Science Monitor.
Q4) What were corantos,diurnals,and broadsides?
Q5) What factors led to the development of the penny press and yellow journalism?
Q6) What are some ways in which technology has changed the newspaper industry?
Page 6
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Chapter 5: Magazines
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Q1) The university alumni magazine that you will receive when you graduate is an example of _____________ magazine.
A) a trade, professional, or business
B) an industrial, company, or sponsored
C) a consumer
D) a controlled circulation
Q2) Describe the competition between magazines and television for advertising dollars.What strategies does each medium employ to prevail?
Q3) The very first colonial magazines suffered because distribution was difficult as a result of
A) the absence of a well-organized postal system.
B) fear of Indian attack.
C) the difficult New England weather.
D) difficulties in hiring people to distribute.
Q4) Many in the magazine industry are arguing for a new metric,one that represents the characteristics that make magazine advertising especially effective-engagement and affinity.Define each and explain how each renders magazine advertising particularly effective.
Q5) What factors spurred the success of magazines' era of specialization?
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Chapter 6: Film
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Q1) The name of the first motion picture studio was
A) Black Maria.
B) Famous Players in Famous Plays.
C) The Trust.
D) MGM.
Q2) _____________ is the storage of system-operating software on third-party servers,which helps reduce production costs.
A) Microcinema
B) Cloud computing
C) Vertical integration
D) Green light process
Q3) Music for the kinetoscope was provided by what other Edison invention?
A) light-sensitive emulsion
B) phonograph
C) calotype
D) nickelodeon
Q4) Do you believe that product placement is beneficial or harmful to filmmaking? When might it be of value? When might it be less so? Defend your answers.
Q5) What was D.W.Griffith's contribution to movie storytelling?
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Chapter 7: Radio, Recording, and Popular Music
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Q1) The three major recording companies,Sony,Universal,and Warner Music Group,own nearly ____ of the music market.
A) 90%
B) 80%
C) 65%
D) 50%
Q2) The first instance of U.S.government regulation of radio was the _____________,passed soon after the passengers of the sinking ship Republic were saved because that vessel was equipped with a radio.
A) Wireless Ship Act of 1910
B) Radio Act of 1912
C) Radio Act of 1927
D) Communications Act of 1934
Q3) Canadian inventor _____________ developed the liquid barretter in 1903,making possible the radio reception of voices.
A) Lee DeForest
B) Thomas Edison
C) David Sarnoff
D) Reginald Fessenden
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Chapter 8: Television, Cable, and Mobile Video
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Q1) _____________,a British inventor,was sending moving images across the Atlantic using a mechanical disc in the 1920s.
A) Paul Nipkow
B) Vladimir Zworykin
C) John Logie Baird
D) Philo Farnsworth
Q2) Recording a television show on a home VCR or DVR for later viewing is called A) time-shifting.
B) zipping.
C) stripping.
D) zapping.
Q3) Lucille Ball's insistence that she,rather than CBS,own the rights to her television program set the stage not only for reruns but also for A) situation comedy in full color.
B) the creation of the syndication industry.
C) the coming of comedy to network television.
D) the rise of CBS as an industry power.
Q4) What is the difference between a program's rating and its share?
Q5) What is the difference between compensation and reverse compensation?
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Chapter 9: Video Games
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Q1) Using video game skills and conventions to solve real-world problems is known as
A) gamification.
B) crowdsource.
C) advergaming.
D) advocacy gaming.
Q2) The gender gap among gamers is being closed,in part because of games on social networking sites.
A)True
B)False
Q3) What are the major platforms on which games are played?
Q4) The first electric pinball game was invented by
A) David Gottlieb.
B) Harry Williams.
C) Steven Baxter.
D) Charles Nelson Riley.
Q5) Over 90 percent of smartphone and tablet owners play video games at least once a week using these devices.
A)True
B)False
Q6) What were the contributions to gaming of Harry Williams and David Gottlieb?
Page 11
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Chapter 10: The Internet and Social Media
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Q1) Sensing that the future of computing was in personal computers and that computers' power would reside not in their size but in the software that ran them,_____________ dropped out of Harvard University in 1975 and,with his friend _____________,founded Microsoft Corporation.
A) Steve Jobs;Stephen Wozniak
B) Bill Gates;Paul Allen
C) Paul Baran;Paul Allen
D) Steven Bellovin;Vinton Cerf
Q2) Computers that link individual personal computer users to the Internet are called A) terminals.
B) mainframes.
C) ARPANET.
D) hosts.
Q3) What is the significance of Colossus,ENIAC,and UNIVAC?
Q4) Resenting the positive posts of friends on social media is known as A) social isolation.
B) peer pressure.
C) Facebook envy.
D) Facebook depression
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Chapter 11: Public Relations
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Q1) The PR strategy that relies on targeting specific Internet users with a given communication and relying on them to spread the word is referred to as
A) spreading the news.
B) interconnecting essential publics.
C) Web-based marketing.
D) viral marketing.
Q2) Greenwashing is the PR activity of countering criticism directed at clients by environmental groups.
A)True
B)False
Q3) Revenues for American PR firms constitute about half of the world's total.
A)True
B)False
Q4) Five factors have worked to shape the operation of public relations throughout its four stages.What are they,and what was the impact of each on the industry?
Q5) What are the four historical stages of public relations?
Q6) What are the five management functions of PR?
Q7) What is a pseudo-event?
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Chapter 12: Advertising
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Q1) To ensure that they did not profit unduly from the death and destruction caused by World War II,manufacturers were subjected to
A) a high excess-profits tax.
B) additional FTC scrutiny.
C) greater internal efforts to strengthen ethics.
D) strict limits on the amount of product they could produce.
Q2) ___________ refers to the melding of brands and experiences.
A) Murketing
B) Experiential marketing
C) Rich media
D) Corrective advertising
Q3) What was F.Wayland Ayer's innovation in the advertising agency?
Q4) Clients are increasingly asking advertisers for ___________,agreements on campaign-specific outcomes and consensus on how the effectiveness of a specific ad or campaign be judged.
A) accountability metrics
B) permission billing
C) value compensation
D) ruled placements
Q5) Differentiate between psychographic and demographic segmentation.
Page 14
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Chapter 13: Theories and Effects of Mass Communication
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Q1) The idea that information from the media,and therefore media effects,travel from media through opinion leaders to opinion followers is called _____________ theory.
A) uses and gratifications
B) limited effects
C) attitude change
D) two-step flow
Q2) _____________ theory argues that media do not tell us what to think,but what to think about.
A) Social construction of reality
B) Symbolic interaction
C) Gatekeeper
D) Agenda setting
Q3) What is the difference between micro- and macro-level media effects?
Q4) Marxism rests on the belief that people are oppressed by those who own the factories and the land-the means of production,or
A) base.
B) superstructure.
C) cultural assumption.
D) commune.
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Chapter 14: Media Freedom, Regulation, and Ethics
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Q1) The FCC chairman most closely associated with the deregulation of broadcasting is _____________,an appointee of the Reagan administration.
A) Reed Hundt
B) Edward Markey
C) Mark Fowler
D) Newton Minnow
Q2) When media professionals are faced with ethical dilemmas,they are moral agents.
A)True
B)False
Q3) Royalty payments in the music industry are collected from users and paid to musicians by _____________ like ASCAP and BMI.
A) ombudsmen
B) standards and practices companies
C) licensing companies
D) public domain units
Q4) In the free-press-fair-trial debate,the First and Sixth Amendments conflict.
A)True
B)False
Q5) What are the three levels of ethics? Define each.
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Chapter 15: Global Media
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Questions
Q1) Different countries spend different amounts of money in support of noncommercial media.For example,annual government funding for noncommercial media in the United States amounts to _____ per person.In Canada it is $22.48;in Slovenia,$51.57;in the United Kingdom,$80.36;in Denmark,$101.00;and in Finland,$101.01.
A) $221.25
B) $100.50
C) $3.75
D) $0.10
Q2) Advertising provides the primary source of financial support for Britain's BBC.
A)True
B)False
Q3) A clandestine broadcast operation that operates outside the region into which it transmits is
A) an external service.
B) an indigenous station.
C) an exogenous station.
D) a pirate station.
Q4) Describe the operation of shortwave radio.
Q5) What is meant by normative theory?
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