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Question
In two-step flow theory, the power of media to change attitudes and behaviors is thought to be enhanced through the intervention of opinion leaders.
Answer
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Related questions
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The first printing press came to the colonies in 1638 and was operated by
a. Benjamin Franklin.
b. the Cambridge Press.
c. Poor Richards Press.
d. Thomas Paine.
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Many industry insiders attribute the recent fall-off in audiences for movies, recorded music, network television, DVD, radio, newspapers, and videogames to changes in technology; people are finding new ways to access content. And while this is certainly true to a degree, others say that in this age of concentrated and hypercommercialized media, audiences are simply being turned off. Would you agree with the critics? Why? Can you give examples from your own media consumption?
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There has been a huge decrease in newsroom jobs.
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When brands are part of and essential to a piece of media content, proponents of this practice say it isnt a commercial, it is
a. niche marketing.
b. subgroup marketing.
c. synergy.
d. brand entertainment.
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The availability of USA Today in the form ofa newspaper, an iPad app, and a webpage is an example of
a. concentration of media ownership.
b. globalization of media.
c. audience fragmentation.
d. erosion of distinctions among media.
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The strategy of tailoring media content to specific audiences possessing characteristics of interest to specific advertisers is
a. narrowcasting or niche marketing.
b. subgroup marketing.
c. synergy.
d. message concentration.
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The concentration of control of the media industries into ever-smaller numbers of companies is
a. synergy.
b. technological determinism.
c. ritual bonding.
d. oligopoly.
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Short-Answer Questions What are the seven media literacy skills? Describe each.
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Short-Answer Questions How do genre conventions and production values differ?
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Short-Answer Questions Define and explain the third-person effect.
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Short-Answer Questions What does it mean to say that mass communication serves as a cultural forum?
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True/False Questions An understanding of and respect for the power of media messages is an important media literacy skill.
Q:
True/False Questions People rarely succeed in contesting the dominant culture.
Q:
True/False Questions If you explain an idea to a friend in a letter, you have encoded your message.
Q:
True/False Questions Evening news, documentary, horror film, and gossip magazine are examples of genres.
Q:
The specific internal language of a given mediumfor example, the choice of lighting in a soap operais a media a. convention. b. production value. c. genre. d. format.
Q:
The characteristic, distinctive, standardized style elements of a given form of media expressionfor example, the upbeat music that introduces the local evening newsare media
a. conventions.
b. production values.
c. genres.
d. formats.
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An understanding of and respect for the power of media messages, the development of heightened expectations of media content, a knowledge of genre conventions, and the ability to recognize when conventions are being mixed are examples of
a. the third-person effect.
b. impediments to media literacy.
c. media literacy skills.
d. good television-viewing skills.
Q:
Gutenberg developed his press to produce
a. books of maps.
b. official government publications.
c. political treatises.
d. Bibles.
Q:
The Gutenberg printing press was an advance over earlier printing presses because it
a. produced books in a widely understood language.
b. used metal type and was designed for the production of large numbers of volumes.
c. was developed in central Europe, giving more people access to it.
d. used steam power.
Q:
The differences between the individual elements of interpersonal and mass communication change the _____________ the communication process.
a. purpose of
b. noise in
c. outcome of
d. nature of
Q:
We can think of mass communication as a giant courtroom where, as a people, we discuss and debate our culturewhat it is and what we want it to be. This view sees mass communication as a
a. cultural storyteller.
b. repository of cultural understanding.
c. cultural forum.
d. unrelenting agent of change.
Q:
Culture is the world made meaningful; it is socially constructed and maintained through communication. It limits, as well as liberates us; it differentiates as well as unites us. It defines our realities and thereby
a. shapes the ways we think, feel, and act.
b. tells us what is true and false.
c. creates a national togetherness.
d. offers us hope for a unified future.
Q:
Lasswells model of communication is expressed as Who Says What in Which Channel _____________ with What Effect.
a. with How Much Noise
b. to Whom
c. Using Which Medium
d. to Which Interpreter
Q:
Culture is constructed and maintained
a. through the mass media.
b. through feedback.
c. through encoding and decoding.
d. through communication.
Q:
Groups with specific but not dominant cultures that exist as part of those larger cultures are
a. secondary cultures.
b. bounded cultures.
c. minority cultures.
d. transformed cultures.
Q:
The process of creating shared meaning between the mass media and their audiences is
a. mass communication.
b. feedback.
c. interpersonal communication.
d. encoding.
Q:
Anything that interferes with successful communication is said to be
a. noise.
b. encoding.
c. decoding.
d. feedback.
Q:
Communication is best defined as
a. the transmission of a message from a receiver to a source.
b. conversation between two or a few people.
c. the process of creating shared meaning.
d. the product of large media industries.
Q:
True/False Questions Marconi saw his wireless as a way to broadcast content to large audiences.