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Q:
The Internet emerged as a major mass medium in the
A) 1970s.
B) 1980s.
C) 1990s.
D) 2000s.
Q:
The watchdog function of news media is implied in the U.S. Constitution.
Q:
The function of public relations most concerned with creating, nurturing, enhancing, and, when necessary, repairing an organization’s “public face” is called
A) image control .
B) image enhancement.
C) image management.
D) Imagineering.
Q:
What organization is best known for its television ratings evaluations?
A) Nielsen
B) Gallup
C) Harris
D) Arbitron
Q:
The often-quoted narrative model of mass communication developed by __________ assumed that the media had powerful effects on people.
Q:
The footage an embedded reporter can provide is extremely limited and closely controlled by the military.
Q:
A radio station owner who invites listeners to call in and vote on which music should be kept off the air and then bans the most-mentioned songs for her station is
A) applying the Golden Mean..
B) employing utilitarian ethics.
C) thinking situationally.
D) using a categorical imperative.
Q:
Most news reporters attempt to present detached, neutral reporting.
Q:
Media relations includes all of the following activities EXCEPT
A) arranging access to information and interviews.
B) being available to answer reporters’ inquiries.
C) reviewing and editing reporters’ stories about your organization.
D) writing and producing news releases in various formats.
Q:
What is the bandwagon effect?
A) Decided voters change their minds and begin to support the front-runner.
B) Pollsters phrase questions that lead people to answer them in pre-determined ways.
C) Poorly phrased questions encourage respondents to give the same answers others do.
D) Poll results drive undecided voters towards the current front-runner.
Q:
Most of the earliest thinking about the effects of mass media can be categorized as __________ theories
Q:
“Rice-roots reporting” was a term used to describe field reporting from the battles with Japan during World War II.
Q:
A radio station owner who bans all music whose lyrics include explicit sexual language is
A) applying the Golden Mean..
B) employing utilitarian ethics.
C) thinking situationally.
D) using a categorical imperative.
Q:
One of the four purposeful functions of mass communication is to
A) encapsule.
B) energize.
C) enlighten.
D) envision.
Q:
In Steve Jobs’ view of the Information Revolution, all of the following can be said about the period known as the Internet Revolution EXCEPT
A) it lasted from roughly 1994 to 2000.
B) it was triggered by the introduction of the first Apple computers.
C) personal computers became vehicles for consumer transactions in the marketplace.
D) the role of personal computers shifted from productivity to interconnectivity.
Q:
According to Herbert Gans, U.S. journalists’ commitment to social order is evident in how frequently and how extensively they turn to and cite people in leadership roles as sources.
Q:
Which of the following is NOT one of the three tactical activities that are incorporated in most long-term public relations campaigns?
A) Advocacy
B) Image management
C) Positioning
D) Promotion
Q:
Why did George Gallup abandon quota sampling?
A) too time-consuming
B) pressure from the political correctness movement
C) difficulty in pinpointing public opinion closer than 4 points
D) too expensive
Q:
In his highly influential book Public Opinion, __________ said the media shape the “pictures in our heads” of things we’ve never seen.
Q:
During World War II, news reporters were picked from a pool and embedded with companies.
Q:
Who devised the categorical imperative?
A) Aristotle
B) Immanuel Kant
C) Karl Marx
D) Robert Hutchins
Q:
One of the four purposeful functions of mass communication is to
A) amuse.
B) arouse.
C) assail.
D) assert.
Q:
Historically, the transformation of a technological invention into a mass medium that successfully reaches a mass audience has largely been the result of
A) trial and error.
B) the clear vision of the inventor.
C) a pre-existing need or specific purpose for the invention.
D) a single massive infusion of cash.
Q:
Radio personality Tom Joyner has a reputation for
A) playing crude music.
B) spearheading social issues.
C) his jazz programming.
D) his Motown playlist.
Q:
The Spanish-American War was the first U.S. war that had a large contingent of reporters accompanying the armies.
Q:
Immanuel Kant believed that morally right decisions
A) are made with the idea of “do unto others” in mind.
B) embrace moderation.
C) make the most people possible happy.
D) should be made as if according to a universal law.
Q:
One of the four purposeful functions of mass communication is to
A) patronize.
B) persuade.
C) promote.
D)publicize.
Q:
When PBS sells DVDs of its programs and spin-off products, this activity is
A) micromarketing.
B) advertising.
C) a fund drive.
D) an auxiliary enterprise.
Q:
Thomas Edison introduced a recording-playback device in the
A) 1850s.
B) 1870s.
C) 1890s.
D) 1920s.
Q:
Steve Jobs subdivided the Information Revolution into three distinct stages that included all of the following EXCEPT
A)Computer Revolution.
B) Digital Lifestyle.
C) Electronic Transformation.
D) Internet Revolution.
Q:
In a spirit of “enlightened self-interest” the National Association of Manufacturers in 1939 declared that the integral parts of democracy included all of the following EXCEPT
A) free enterprise.
B) free lunch.
C) free religion.
D) free speech.
Q:
Which of the following used quota sampling techniques to predict presidential election outcomes in the 1930s?
A) Andy Kohut
B) Arbitron
C) AC Nielsen
D) George Gallup
Q:
There is no reason to believe that __________ who produced War of the Worlds was trying to do anything other than produce a high-quality entertainment program.
Q:
What intellectual interests did George Gallup bring together in his mother-in-law’s run for secretary of state in Iowa?
A) feminism, history and agriculture
B) survey research, public opinion and politics
C) mathematics, sociology and communication
D) organizational management, human resources, accounting
Q:
__________, a fictitious radio drama by the Mercury Theater of the Air, created widespread panic when it was first broadcast in the United States in 1938.
Q:
The Union Secretary of War organized Civil War censorship of sensitive military issues.
Q:
The “do-unto-others” principle is based on
A) Buddhism.
B) Judeo-Christian ethics.
C) Aristotle’s Golden Mean.
D) Socrates moral imperative.
Q:
One of the four purposeful functions of mass communication is to
A) inform.
B) initiate.
C) instigate.
D) irritate.
Q:
In terms of public broadcasting, underwriting means
A) paying for a public announcement that is required by law.
B) providing a generous non-cash donation..
C) making a contribution that receives on-air acknowledgements from the station.
D) paying a service charge to become a “member of the station.”
Q:
Radio remains very popular, but some of its listeners have recently been turning to all of the following alternatives EXCEPT
A) iPods and other personal music storage devices.
B) MTV and other music programming on television.
C) Pandora and other online music streaming services.
D) Sirius XM, and other direct-to-listener satellite services.
Q:
All of the following were introduced in the 21st century after Steve Jobs returned to Apple EXCEPT
A) the iPhone.
B) the iPod.
C) iTunes
D) Macintosh computers.
Q:
Although U.S. journalists like stories about rugged individualists, they also want them to be individualists who act in moderation and don’t become extremists.
Q:
On a weekly basis, how much time does the average teenager or adult spend listening to the radio?
A) about 8 hours
B) about 16 hours
C) the equivalent of almost an entire 24-hour day
D) the equivalent of almost two full days
Q:
Looking to the future, Steve Jobs and Apple reinvented foundering media industries that included all of the following EXCEPT
A) home/office computers.
B) mobile telephones.
C) motion pictures.
D) recorded music.
Q:
U.S. journalists, like mainstream American society, tend to favor U.S. style democratic governments and capitalist economies.
Q:
During the Great Depression of the 1930s, Paul Garrett led public relations in new directions while working at
A) Westinghouse.
B) General Motors.
C) Ford.
D) International Harvester.
Q:
Who pioneered the enlightened self-interest concept?
A) Paul Garrett
B) Ivy Lee
C) George Baer
D) William Henry Vanderbilt
Q:
For the most part, who do surveys serve?
A) mass media audiences
B) private clients, like advertisers and office-seekers
C) the Census Bureau
D) schoolteachers
Q:
Mass media can strengthen stereotypes and also dismantle or invalidate them.
Q:
It can be inferred from the book that journalism has been trying to find a balance between unrestricted coverage and government interference since the U.S. Civil War.
Q:
To whom can the Golden Mean be traced?
A) Aristotle
B) Immanuel Kant
C) John Milton
D) John Dewey
Q:
One of the traditions of U.S. journalism implied in the Constitution is that the mass media should report news and
A) be inexpensive enough for consumers to afford..
B) offer space so advertisers can reach their potential customers.
C) provide politicians with a venue to speak uncensored to the citizenry.
D) serve as a watchdog of government on behalf of the people.
Q:
Joan Kroc of the McDonald’s fortune gave $200 million to
A) Columbia Broadcasting System.
B) National Public Radio.
C) Public Broadcasting System.
D) ProPublica.
Q:
Until the 2008 elections, it was almost universally believed that no one could accurately predict election outcomes, but now that view is being challenged by amazingly accurate predictions from
A) George Gallup.
B) Leslie Nielsen.
C) Nate Silver.
D) Fred Silverman.
Q:
The Violence Assessment Monitoring Project by UCLA found that slapstick comedic violence has the same effect as a graphic homicide.
Q:
The Internet and mobile digital devices have been a boon to authoritarian governments who want to maintain a tight rein on mass media and free speech in their countries.
Q:
Aristotle believed that morally right decisions
A) avoid extremes and seek moderation.
B) promote democracy.
C) ensure the happiness of most people.
D) have universal application.
Q:
Someone who condemns a reporter for supporting a politician because she quotes that politician in a news story
A) has effectively demonstrated their media literacy.
B) has subconsciously revealed that they support the politician.
C) has fallen into the error of judgment addressed in the clich about shooting the messenger.
D) has not adequately considered the editor’s role in telling the reporter what to report.
Q:
Legals are
A) news items regarding police and courts.
B) paid advertising required by law.
C) marriage, divorce and business announcements.
D) on-air acknowledgments of non-commercial sponsors.
Q:
Which medium has become a ubiquitous mass medium, available anytime, everywhere?
A) television
B) radio
C) newspaper
D) news
Q:
Explain the concepts of “time shifting” and “space shifting,” citing two examples of each and explaining the impact of these practices on the television and advertising industries.
Q:
An ethnocentric story will be free of cultural judgment and values.
Q:
Using his new approach to analyzing and predicting results Nate Silver accomplished all of the following EXCEPT
A) accurately forecasting which stock prices would drop the most during the recession.
B) correctly predicting the outcomes of U.S. Senate elections in 49 of the 50 states in 2008.
C) developing an amazing system for tracking and projecting the performance of baseball players.
D) inspiring the blockbuster film Moneyball..
Q:
Desensitizing theory sees media-depicted violence as callusing.
Q:
Low-cost digital media have accelerated economic development in many countries where the governments have been forward-thinking enough to make them available to their citizens.
Q:
A reporter relying on press releases produced by public relations professionals needs to be aware that
A) they are the most common sources of plagiarism.
B) they are rarely useful for anything more than filler.
C) it is difficult to attribute them to a specific source.
D) they are prepared to promote something in particular and are likely biased.
Q:
Most of our media exposure is
A) through the media products we purchase.
B) invisible or unnoticed at a conscious level.
C) through billboards.
D) expensive.
Q:
State laws in many states require each county to designate an existing paper as an “official newspaper” which then requires
A) the paper to report on all public meetings and policy decisions by government agencies.
B) the paper to provide equal coverage to all candidates for political office.
C) government officials to respond to questions from reporters for that paper.
D) government agencies to purchase advertising space in that paper for public announcements.
Q:
Revenue streams for public radio stations include all of the following EXCEPT
A) contributions from donors and members.
B) federal funds channeled through the CPB.
C) subsidies from the National Association of Broadcasters.
D) underwriting from corporate and organizational sponsors.
Q:
Because blockbuster movies are so financially risky, movie companies try to balance that risk and generate revenue in other ways. Discuss three of the strategies used by the movie industry to bring in revenue from non-blockbuster sources.
Q:
Journalists’ personal values have no impact on what they report and how.
Q:
A corporation’s coordination of advertising and PR efforts is referred to as
A) contingency planning.
B) advertorial.
C) external public relations.
D) integrated marketing communication.
Q:
If Jill walks through a mall and notices the background music playing through the loudspeakers, she is demonstrating
A) intelligence.
B) a sophisticated shopping strategy.
C) media literacy.
D) in-depth knowledge of the music industry.
Q:
The Newspaper Preservation Act of 1970 allowed newspapers to
A) deliver newspapers at reduced postage.
B) share editorial content.
C) combine non-news operations without violating anti-trust laws.
D) merge in a way that guaranteed at least one would financially survive.
Q:
The two different technologies that are used to define radio channels and signal characteristics are frequency modulation (FM) and
A) aerial modification (AM).
B) amplitude modulation (AM).
C) antenna magnetization (AM).
D) azimuth modernization (AM).
Q:
Describe the primary characteristics of a documentary, and then discuss the ways traditional documentaries differ from the newer approach, sometimes called “docu-ganda,” used by producers like Michael Moore and David Zieger. .
Q:
Sociologist Herbert Gans found that U.S. journalists’ values are decidedly mainstream.
Q:
One of the newest and hottest trends in renaming and refocusing public relationships to serve as a “one-stop shop” for communication needs, especially in large corporations, is
A) comprehensive communication.
B) integrated marketing communication.
C) organizational relations.
D) strategic relations.
Q:
Entrepreneurs in China moved faster than the government did and established more than 140,000 Internet cafes before the government had developed ways to censor Internet traffic.
Q:
Those who objected to the Shelton, Washington Journal’s decision to include the names of rape victims in news stories about the rapes included all of the following EXCEPT
A) defense attorneys who fear it will prompt false reports from women who want media exposure .
B) other journalists who withhold names because of the social stigma attached to being raped.
C) prosecutors who claim other victims won’t report being raped for fear of being publicly named.
D) state legislators who tried to enact a law to shield rape victims from being named.