1. Which of the following is true of traditional mass communication organizations? A. They have multiple gatekeepers. B. They are expensive to operate. C. They exist to make a profit. D. They are very competitive. E. All of these.
2. The differences between mass communication and machine assisted communication: A. are not all that clear B. are blurred by the Internet C. are blurred by the World Wide Web D. all of these E. none of these
3. Three of the primary factors of the mass communication audience are its dispersion, size, and: A. geographic concentration B. susceptibility to noise C. decoding ability D. anonymity E. all of these
4. Which of the following is a media vehicle? A. the New York Times B. the television industry C. the radio industry D. the film industry E. all of these
5. What is the typical relationship between new and previously-existing communications media? A. New media make old media obsolete. B. New media are used by the poor, while old media are used by the wealthy. C. New media usually cause changes in the way old media are used. D. New media create more gate-keeping opportunities for old media. E. There is no typical relationship between new and old media.
6. Which of the following statements about TV is NOT true? A. TV is the single largest consumer of people’s time. B. TV has exerted a standardizing influence on society. C. TV is an important source of information. D. TV is people’s most believable news source. E. TV has transformed the political process.
7. Which of the following media is/are devoted primarily to entertainment? A. radio B. motion pictures C. magazines D. newspapers E. all of the these
8. Which of the following is an example of the diversion function of the media? A. listening to radio to pass the time B. reading an in-flight magazine to keep from being bored C. listening to New Age music to relax D. watching a horror movie to become frightened E. all of the these
9. Cable/satellite networks_____________ than over-the-air networks. A. have a younger audience B. have a more affluent audience C. reach a more narrowly-defined audience (in terms of demographics) D. none of these E. all of these
10. Advertising serves a(n) _________ function in society. A. marketing B. educational C. economic D. social E. all of these
11. Advantages of online newspapers include interactivity and: A. more features and content than the print versions B. greater use of the traditional one-way flow of information C. greater clarity of mission D. smaller news holes E. all of these
12. Convergence is seen when a reporter: A. writes a story for both the print and online editions of the newspaper B. shoots/edits video to accompany her story C. writes a supplementary blog D. responds to reader feedback and email E. all of these
13. Which of the following is true? A. the three basic departments of typical newspaper organizations are news, editorial, and advertising B. the two basic sources of news copy are local reporters and the newshole C. newspapers have two main sources of revenue: single-copy sales and subscriptions D. local retail advertising is purchased by stores E. national advertising is the same as preprints
14. Which of these phases of a media campaign would happen last? A. executing the campaign B. buying space/time C. producing the ads D. translating the theme E. selecting the main appeal/theme
15. When the ad industry evaluates media, a medium's ability to actually reach potential customers is its: A. delivery B. selectivity C. reach D. efficiency E. frequency
16 . ________ occurs when companies create messages that are so intriguing that consumers share them with others. A. viral advertising B. citizen hype C. advertising-on-demand D. ad identification E. vertical mousetrap
17. What is the relationship between the First Amendment and advertising? A. Advertising has never received First Amendment protection. B. Advertising used to receive First Amendment protection but not any more. C. Advertising has always been fully protected under the First Amendment. D. Advertising wasn't protected until the 1920s, when it received full protection. E. Advertising receives limited First Amendment protection.
18. When defamatory statements are published online: A. the Internet Service Provider is liable B. liability cannot be determined C. the Internet Service Provider is NOT liable, unless the Internet Service Provider authored the content D. the defamation lawsuit must be filed in the World Court of Jurisdiction E. nothing can be done because defamation cannot occur online
19. The Internet is evolving and being used: A. more for mass communication B. more for watching Hollywood movies C. more for applications inspired by the end users D. more for applications inspired by media conglomerates E. all of these
20. Mobile media: A. allow delivery of messages to a place rather than to a person B. require DSL or cable modem for best results C. are becoming new delivery channels for news D. have little advertising potential E. all of these
21. Which of the following is a social implication of the Internet? A. the Internet supplements the surveillance function of traditional mass media B. the lack of gatekeepers can overload the system with unwanted or trivial messages C. Internet users can experience information overload D. the Internet can facilitate identity theft E. all of these
22. Current TV programs appearing on networks’ web sites represent ______ content. A. professional, repurposed B. professional, original C. network, primary D. cable, DMX E. DBS, secondary
23. With _______ technology, information can be carried at many times the speed of a dialup modem. A. broadband B. broadpipe C. broadwidth D. multiplexing E. digicasting
24. The Internet represents a shift in journalism, because information about events can A. start at the top (editors) and move its way down (to audience) B. start at the source and work its way sideways (to all who are interested) C. be completely controlled by PR professionals D. none of these E. all of these
25. The ___________ may occur when people are excessively specialized and selective about the media content they consume, and possibly become ignorant about the rest of the world. A. cocoon effect B. knowledge gap C. spiral of silence D. cultivation effect E. resonance effect Type your homework question here, such as "Help me understand this chemistry problem...