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Communication
Q:
With its new emphasis on news analysis and context, the New York Times has decided it is no longer necessary to have a separate section for editorials and opinions.
Q:
Among the alternate names that were, or still are, used for public relations are all of the following EXCEPT
A) informatics.
B) institutional communication.
C) public information.
D) strategic communication.
Q:
Describe how ad clutter and the increasing popularity of recording devices like TiVo have cut into the effectiveness of television advertising messages. Explain some of the steps the television industry has taken to combat these problems.
Q:
Researcher George Gerbner found that people accurately assess how dangerous society is by watching television.
Q:
Media literacy involves all of the following EXCEPT
A) not confusing messages and messengers.
B) understanding the limitations and possibilities of various media platforms.
C) having a clear framework for the history and traditions of media.
D) appropriately balancing the costs and benefits of various media messages.
Q:
The National Association of Broadcasters was initially formed to
A) ensure that broadcasters received the same preferred tax treatment as newspapers.
B) prevent television stations from gaining an advantage over radio stations.
C) give advertisers one source where they can buy time on any radio or television station.
D) reduce the chaos of over-crowded airwaves by regulating radio broadcasters.
Q:
With the 1996 deregulation of radio stations, the government moved from a trustee concept of regulation to a
A) channel scarcity concept.
B) democratic concept.
C) laissez faire concept.
D) marketplace concept.
Q:
Explain the differences between narrative films and documentaries whether they are shown in theaters or on television. Beyond any differences in content and production style, how do they compare in terms of audience appeal and profitability. Cite at least three successful examples of each. (These can be theatrical movies or television shows.)
Q:
Television programs that reenact violence are very popular. In programs like this, the producers are observing their duty to
A) self.
B) the supreme being.
C) their employer.
D) their audience.
Q:
Media literacy involves
A) having access to all forms of media.
B) knowledge about mass media and the application of critical thinking.
C) your financial stake in the media landscape.
D) the ability to read media textbooks.
Q:
The 1927 Federal Radio Act was based on the
A) scarcity model.
B) marketplace model.
C) capitalist model.
D) public-interest model.
Q:
Current popular radio station formats include all of the following EXCEPT
A) adult contemporary.
B) adult spontaneous.
C) classic rock.
D) urban contemporary.
Q:
The New York Times has developed a new, hybrid approach to news by carefully labeling stories that provide context or go beyond straight-forward, traditional news reporting.
Q:
The component of public relations that deals with the press and other media is known as
A) publicity management.
B) media relations.
C) reputation management.
D) marketing.
Q:
Describe and explain the differences between any three of the common redundancy techniques used in advertising.
Q:
Scholars in a 1960 book essentially said that for some children under some conditions some television is harmful, while it is not for others.
Q:
Russian President Dmitry Medvedev started and maintains a daily blog to keep in two-way touch with citizens and encourage public debate.
Q:
How does Charles Gay argue that publishing the names of rape victims is “good, basic journalism?”
A) Readers want to know.
B) Silence and secrecy perpetuate stigmas.
C) Names sell newspapers.
D) It’s not against the law.
Q:
Researchers found that the likelihood real-life violence will be triggered is increased if the screen-violence is realistic and exciting.
Q:
The Second Amendment of the U.S. Constitution ensures freedom of speech.
Q:
The term “visual literacy,” which is now part of the broader concept of media literacy, became popular with scholars
A) trying to explain the importance of prehistoric cave-paintings discovered in France.
B) around 1850 in response to the invention and development of photography.
C) about 1900 after motion pictures began to add movement to visual images.
D) in the 1960s when the education products coordinator for Kodak wrote about it.
Q:
The 1927 Federal Radio Act authorized the federal government to
A) regulate the type of content that could be carried over the airwaves.
B) eliminate the National Association of Broadcasters.
C) provide tax breaks to keep financially-troubled radio stations on the air.
D) issued license to radio stations and regulate the over-crowded airwaves.
Q:
The leading radio format in the U.S. is
A) religious.
B) country.
C) classic rock.
D) top 40.
Q:
Discuss the textbook’s assertion that the three different television delivery systems – terrestrial or over-the-air, cable, and satellite-direct – can each be considered a separate industry. Explain why the author said this and why you agree or disagree him.
Q:
Although the New York Times remains committed to its traditional emphasis on fact-centric event coverage, it is also introducing new ways of providing meaningful context.
Q:
What type of functional responsibility is developing optimal relations with employees?
A) inner relations
B) internal relations
C) social relations
D) endo-relations
Q:
Discuss the competition that has developed between major brand names and store brands, explaining why store brands have become a threat to large-brand name companies. Cite an example of a major brand and a store brand for at least three different product categories.
Q:
Newspaper and magazines now qualify for special second-class postage rates if
A) they contain substantive news content.
B) less than 70 percent of their content is advertising.
C) they meet strict editorial guidelines.
D) they meet page-size and weight limits and are pre-sorted and bundled in ZIP code order.
Q:
The total number of commercial and public radio stations in the United States is over A) 5,000. B) 8,000. C) 13,000.D) 16,000.
Q:
Describe how the relationship between Hollywood movie studios and the television industry has evolved from bitter rivalry to profitable synergy. Cite at least two examples of productions that eased and encouraged this transition.
Q:
The Hutchins Commission’s concern about the declining number of news sources has become a moot point due to the number and variety of Internet and cable television news sources.
Q:
Which of the following is NOT a target audience of internal public relations?
A) Shareholders.
B) Employees.
C) Unions.
D) Customers.
Q:
Describe two disadvantages advertisers face in using each of the following media: newspapers, magazines, radio, television, and online.
Q:
Catalytic theory states that violence in the media always triggers violent behavior.
Q:
People sometimes make mistakes, but libertarians believe that because truth-seeking is a lifelong pursuit, flawed ideas will be corrected in the self-righting process.
Q:
A reporter who accepts an all-expense-paid cruise on a company’s latest ship and then writes a story on the experience for the travel section, may have been motivated by a sense of
A) duty to self
B) duty to audience
C) duty to employer
D) duty to society
Q:
Grappling with media ethics can be very challenging because communicators have multiple sets of duties and obligations that include all of the following EXCEPT a
A) duty to the audience.
B) duty to dignity.
C) duty to employer.
D) duty to self.
Q:
The mass media were almost entirely “word-centric” for hundreds of years until
A) libraries began using the Dewey Decimal System to categorize books.
B) it became technologically possible to duplicate and distribute images.
C) visual images became accepted as a form of communication as well as art.
D) motion pictures were invented and accepted as a mass medium.
Q:
The legal principle that justifies government licensing of radio and television stations is
A) the Bill of Rights.
B) the First Amendment.
C) the marketplace concept.
D) the trusteeship concept.
Q:
Match each concept/entity on the left with its best explanation or impact from the right column. 1) Block booking A) Broke up a perceived media monopoly 2) Suspension of disbelief B) Expanded broadcast licensing 3) Paramount decision C) Fueled by cable, the Internet, and VOD 4) Vast wasteland D) Would have restricted docu-ganda 5) Docu-ganda E) Movie distribution strategy 6) Star system F) Enhances the impact of movie-viewing 7) Federal Communications Act of 1934 G) Point of view of Newton Minnow 8) Fairness Doctrine H) Creates serious concern among advertisers 9) Time shifting I) Originated by Paramount 10) Audience fragmentation J) Point of view in Michael Moore’s films
Q:
Fear of declining newspaper competition was one of the motivating factors behind the Hutchins Commission’s push for greater social responsibility in news reporting.
Q:
The functional areas of responsibility for a public relations department are
A) external, internal, and media relations.
B) inner, outer, and superior relations.
C) customer, community, and government relations.
D) internal, external, and regulatory agency relations.
Q:
Describe two advantages of each of the following media: newspapers, magazines, radio, television, and online for advertisers.
Q:
The Bobo dolls study found that children were no more violent after they viewed violence in movies.
Q:
Areopagitica was the name of Milton’s landmark tract explaining the marketplace of ideas.
Q:
Public relations works best when the person in charge of it is a
A) person who simply does what he or she is told.
B) middle-management employee who reports to an executive.
C) person who implements, but is not involved in, company decisions.
D) top-level company executive involved in decision making.
Q:
Discuss why the traditional 15% ad agency commission which had lasted for well over 100 years has now fallen out of favor and is being adjusted or replaced by other payment schemes. Explain its relative advantages and disadvantages for both the advertisers and the agencies.
Q:
Some observers cite clear examples in which viewing violence in the media prompted socially positive action.
Q:
John Milton was a pioneer libertarian.
Q:
All ethics are based on a perceived sense of duty, but media ethics are complicated because communicators have multiple sets of duties that include all of the following EXCEPT a
A) duty to the audience.
B) duty to the profession.
C) duty to report.
D) duty to society.
Q:
Unlike production for industrial media, the production of content for social media
A) requires specialized skills, equipment, and training.
B) is primarily done by paid professional staff members.
C) is highly complicated, time consuming, and expensive.
D) uses readily accessible and affordable software tools.
Q:
The first reduced U.S. postal rate for the mass media was created in
A) 1789.
B) 1845.
C) 1879.
D) 1903.
Q:
Movies that are filmed, edited, distributed and exhibited digitally are called ____________.
Q:
Both the Bennett model of news and the Hutchins model have become obsolete due to technology-driven change, the proliferation of news sources, and audience fragmentation.
Q:
Describe three different ways advertising agencies can charge advertisers for the services they provide, and indicate which seem to be the most popular today.
Q:
Seymour Feshbach conducted studies that support the cathartic effect theory that says people release their violent inclinations through seeing them portrayed.
Q:
The marketplace of ideas was an authoritarian concept.
Q:
What ethical dilemma arises when reporters place too high a priority on timeliness?
A) One news organization may get an exclusive scoop, leaving the competitors in the dust.
B) Stories may be delayed.
C) Special bulletins may have to be published.
D) Accuracy may be jeopardized.
Q:
Which of the following social media traits is NOT shared with earlier, traditional mass media?
A) They reach millions of people in diverse locations.
B) They inform, persuade, amuse, and enlighten users.
C) They enable interactive dialogue among their users.
D) They bring in millions of dollars of revenue for their owners.
Q:
One way U.S. government policy historically has NOT favored the print media over other types of business is
A) special reduced postal rates for printed materials.
B) favorable tax treatment for joint operating agreements between newspapers.
C) government subsidies to help newspapers pay for printing paper.
D) free delivery of weekly newspapers by the postal service.
Q:
By licensing stations to operate in specific service areas and limiting individual ownerships, the government intended to foster
A) cacophony.
B) local accountability.
C) networks.
D) national pride.
Q:
People who believe that if they follow the rules their decision will be the correct one are
A) pragmatists.
B) situational ethicists.
C) being self-delusional..
D) practicing prescriptive ethics.
Q:
One characteristic that distinguishes mass communication from interpersonal and group communication is the
A) content of the message.
B) lack of immediate feedback.
C) ability of the receiver of the message to understand it.
D) length of the message.
Q:
Family-owned media have increasingly declined in number because
A) fewer heirs are interested in media companies today than in the past.
B) inheritance taxes inhibit bequeathing the family business to heirs.
C) media chains are no longer interested in buying family-owned media.
D) recent changes in the law prevent transfer of ownership within families.
Q:
As the airwaves became regulated, licenses were given to those stations that broadcast
A) content that would fit within strict guidelines.
B) frequency-modulated signals.
C) only during daytime hours.
D) in the public interest, convenience and necessity.
Q:
Using technology to watch television programs at the times you want to see them instead of letting a network programmer dictate when you can watch is called __________.
Q:
Newspaper stories written by unnamed reporters could be objective and impersonal, but television and radio news stories reported by a live human being could not be impersonal.
Q:
Working for AT&T in 1927, Arthur Page established the role of public relations as a
A) partner of advertising.
B) top management tool.
C) grassroots program.
D) mid level program.
Q:
The theory that people learn behavior by seeing it in real life, and in depictions of real life, is called behavioral learning.
Q:
Libertarianism places confidence in political and theocratic leadership for governance.
Q:
Subception is receiving subconscious messages that can trigger some behavior.
Q:
Libertarian forms of government have been the most common throughout history.
Q:
The earliest mass media code of ethics was from the
A) National Association of Broadcasters.
B) American Society of Newspaper Editors.
C) Radio-Television News Directors Association.
D) Public Relations Society of America.
Q:
Mass communication involves sending a message to a great number of people
A) who have paid or otherwise prepared to receive the message.
B) who are together in the same location so they can receive the message.
C) who are in widely separated locations.
D) who have common interests that make them a viable target audience.
Q:
The Medill Innocence Project is probably the most widely-publicized program that relies on __________ to research and generate news content.
A) seasoned journalists on leave from their employer
B) university students
C) freelance journalists and lawyers
D) retired reporters and editors
Q:
The rationale behind government regulation of the radio industry was based on the concept that
A) the electromagnetic spectrum is a public asset.
B) the Constitution did not have radio in mind, so radio is not covered by free-speech protections.
C) by making money radio became a business and therefore subject to government regulation.
D) radio waves were illegally being used by con-artists and hatemongers.
Q:
A movie house that has several exhibition halls and screens is called a __________.
Q:
Many journalists, including some of the most powerful publishers in the country, criticized the commission’s members as eggheads who were out of touch with the realities of journalism.
Q:
During World War II, the Office of War Information was under the direction of
A) George Creel.
B) Elmer Davis.
C) Ivy Lee.
D) Arthur Page.
Q:
Explain why advertising works well in a democratic society and may even be critical to it, but doesn’t work very well in an authoritarian society and may not be needed.