Media and society final exam
Which one of the following will you not see on a Saudi Arabian broadcast of The Simpsons?
Homer drinking a Duff Beer
The American surrogate service transmitting into Cuba is Radio and Television
Marti
In 1962, _____________ of the Rand Corporation proposed a packet-switching system that would allow the military to maintain command over its missiles and planes in the event of a nuclear attack. It is the basis of what we know today as the Internet.
Paul Baran
accounts for the greatest proportion of online ad spending.
Search marketing
The ______ government ruled that inserting commercial breaks into televised movies at particularly dramatic moments compromises the integrity of the film and is punishable by fine.
Swedish
Among the world's leading 46 democracies, the news media in ______ are the least trusted by their citizens.
The United States
Early PR practitioner Ivy Lee is credited with changing his industry from one primarily interested in publicity to one more interested in providing information. T/F
True
The first corporate public relations department was started by Westinghouse. T/F
True
The first successful commercial computer, used in the 1950s by the Census Bureau, was UNIVAC. T/F
True
When a media outlet distributes content with knowledge of its falsity or a reckless disregard for the truth, it has acted with
actual malice
The history of public relations is divided into four stages—early public relations, the propaganda-publicity stage, early two-way communication, and
advanced two-way communication.
The normative theory that calls for the subjugation of media for the purpose of serving the government is the _____________ concept.
authoritarian
Computers that reduce information to a code made up of the digits 1 and 0 for storage and manipulation are using a(n) _____________ code.
binary
A recent trend in advertising is the proliferation of __________Blank, smaller, more personalized, and task-specific ad agencies.
boutique agencies
Advertising that touts the functional benefits of a product or service is ______ advertising.
brand
Because freedom of the press can be limited if the likely result is damaging, there is no absolute freedom of expression in the case of
clear and present danger
The ______ department is where the advertising is developed from idea to ad. It involves copywriting, graphic design, and often the actual production of the piece, for example, radio, television, and web spots.
creative
Many countries, especially developing countries lacking sufficient resources to create their own quality media fare, fear that U.S. cultural values will overwhelm and displace those of their own lands, a process known as
cultural imperialism.
creating advertising to appeal to audiences of varying personal and social characteristics, such as race, gender, and economic level, is called ______ segmentation.
demographic
The lack of technological access among people of color, the poor, the disabled, and those living in rural areas is called the
digital divide.
People who have never known a world without the Internet are known as
digital natives
Which of the following theories argues that people experience a kind of mental discomfort when confronted with new information, and as a result, they consciously and subconsciously work to limit or reduce that discomfort?
dissonance theory
Originated by Marshall McLuhan, the ________ is the idea that new communication technology will permit people to become increasingly involved in one another's lives.
global village
Proponents of the free flow of mass communication across borders support the _______, the idea that globalization inevitably and for the better allows the existence of traces of many cultures in every culture.
hybridization hypothesis
The mass society theory idea that media are a dangerous drug, or a killing force that directly and immediately penetrates a person's system, is summed up in the
hypodermic needle theory
The idea that social media users tend to show idealized characteristics that don't represent who they are is the
idealized virtual identity hypothesis.
Among the criticisms of advertising is its ______ the fact that ads are everywhere—in schools, on sidewalks, even in the sky.
intrusiveness
When most brands in a given product category are essentially the same, they are called ______ products.
parity
President Franklin D. Roosevelt made impressive use of which medium as a public relations tool to sell his New Deal directly to the people?
radio
As countries across the globe come to fear American domination of their digital infrastructures they will inevitably create an Internet fragmented and divided along national lines, a
splinternet.
Clandestine broadcasting truly flowered during
the Cold War
Before they develop the intellectual and critical capacity to know what is not real, children confront the world in all its splendor and vulgarity through television. Television-effects researchers call this
the early window
During the Great Depression, many advertisements began making direct claims about why consumers needed the products, a technique called
the hard sell
Democracy requires a free press. T/F
true
refers to a fake grassroots organization; that is, one funded in secret by those with a vested interest in the issue at hand.
Astroturf
In 1981 in ______, the Supreme Court determined that television cameras in the courtroom were not inherently damaging to fairness, and different states have since adopted different standards on the issue.
Chandler v. Florida
The "originator of the computer" was _____________, an Englishman who in 1836 produced designs for a "computer" that could conduct algebraic computations using stored memory and punch cards for input and output.
Charles Babbage
Radio came to China via an American reporter named _____________, who established an experimental radio station there in 1923.
E.C. Osborn
The first "full-service" electronic computer, _____________, was based on the work of Iowa State University's John V. Atanasoff and introduced by scientists John Mauchly and John Presper Eckert of the University of Pennsylvania in 1946.
ENIAC
Around the 1920s, public relations pioneer _____________ began stressing two-way communication—that is, public relations practitioners talking to people, and in return listening to them when they talked back.
Edward Bernays
is the belief that cultural products made in another country can influence or displace indigenous cultural productions, artifacts, and media to the detriment of the receiving nations.
Electronic colonialism theory
Directly interacting with elected officials or government regulators is the public relations activity known as community relations. T/F
False
For all intents and purposes, advertising and public relations are the same endeavor. T/F
False
Most media professionals favor licensing of media practitioners if it will produce higher standards of operation. T/F
False
Reacting to increasing public criticism and FTC scrutiny in the 1970s, the ad industry established the ______ to monitor potentially deceptive advertising.
National Advertising Review Board
The primary collector and reporter of television ratings is a company known as
Nielsen.
the first workable device for generating electrical signals suitable for the transmission of a visual was the
Nipkow disc.
At the outbreak of World War II, several national advertising and media associations joined to develop the ______ and used their expertise to promote numerous government programs.
War Advertising Council
In international broadcasting, an operation established by one country to substitute for another's own domestic service is called
a surrogate service
______ is mediated messages paid for by and identified with a business or institution that seeks to increase the likelihood that those who consume those messages will act or think as the advertiser wishes.
advertising
Proponents of the global village consider a benefit to be all except which of the following?
all cultures viewing only American content
Those against the global village say that a negative consequence will be
all global content coming from a small handful of firms.
There are many publics with whom PR professionals interact, including an organization's _____________ with company newsletters, social events, and internal and external recognition of superior performance.
employees
The idea that we use social media to communicate our actual identities is the
extended real-life hypothesis.
The intensity of the online world can sometimes trigger ________ in teens.
facebook depression
Instances in which copyrighted material may be used without permission or payment are referred to as
fair use
A reporter's commitment to equity is how well he or she affords the subjects in a story as much self-respect as possible. T/F
false
Advertising provides the primary source of financial support for Britain's BBC. T/F
false
Although some critics see the Internet as possibly harmful to the democratic process, more traditional media—radio, for example—were universally hailed as bringing more people into the political process. T/F
false
Content that is purely entertainment, such as a fun summer movie, does not enjoy First Amendment protection because it is totally commercial in its intent, and therefore, not of "the press." T/F
false
Facebook depression is not recognized by the American Academy of Pediatrics. T/F
false
Slander typically applies to the false and malicious publication of material that damages a person's reputation. T/F
false
Those who hold the absolutist position on the First Amendment are willing to make an exception when it comes to control of offensive and indecent content. T/F
false
Whereas the movie industry may have easily succumbed to pressure from the Red hunters of the McCarthy era, the television industry resisted gallantly. T/F
false
is a derogatory, but common, name sometimes applied to public relations professionals.
flack
the dual-factor model of social media use claims our engagement with social media is motivated by the need to belong and the need
for self-presentation.
The daily time and cost demands of U.S. journalism result in newspapers and broadcasts composed of a large number of brief, capsulated stories with little room for perspective and context, resulting in ______ news.
fragmented
The false and malicious publication of material that damages a person's reputation (typically applied to print media) is
libel
When PR professionals directly interact with elected officials or government regulators and agents, they are engaging in
lobbying
During the ______ era of mass communication theory, the media were believed to be corrupting influences that undermined the social order, and "average" people were considered defenseless against their influence.
mass society theory
PR professionals interact with the _____________ through press packets and briefings.
media
A culture's fundamental values are its
metaethics
Media effects on individuals are said to be
micro-level effects
When the department store Barneys was beset by numerous complaints of racial discrimination, it undertook an aggressive PR campaign to speak to those who felt disenfranchised by the events. This is an example of
minority relations/multicultural affairs.
Illegally operated radio stations broadcasting to English audiences from offshore or foreign facilities during the 1960s were called
pirate station
Radio Caroline and Radio Veronica are examples of
pirate stations
In the early days of radio—from the 1920s until well after World War II—programming was
produced by ad agencies for their clients.
An event staged specifically to attract public attention is a
pseudo-event.
Creating advertising to appeal to consumer groups of varying lifestyles, attitudes, values, and behavior patterns is called ______ segmentation.
psychographic
The public relations activity of getting media coverage for clients is called
publicity
Employees, stockholders, the investment community, and the government are among public relations' ________ any group of people with a stake in an organization, issue, or idea.
publics
One of the difficult issues in the regulation of advertising is finding the line between false or deceptive advertising and ______ that little lie that makes advertising more entertaining than it might otherwise be.
puffery
advertising is the advertising of products by stores like Sears and Macy's. It is typically local, reaching consumers where they live and shop.
retail
The view of mass media as central to the maintenance of society over time and the representation of shared beliefs is the ______ perspective.
ritual
Legislation that expressly protects reporters' rights to maintain sources' confidentiality in court is called a
shield law.
Ethical PR professionals reject _______Blank, outright lying or obfuscation.
spin
There are many publics with whom PR professionals interact, including an organization's _____________; they own the organization (if it is a corporation), and their goodwill is necessary for the business to operate.
stockholders
The sale of programs to local stations on a market-by-market basis is
syndication.
Advertising in the United States was a small business until the mid-1800s, when industrialization and ______Blank combined to alter the social and cultural landscape, bringing about advertising's expansion.
the Civil War
Among the regulatory requirements that disappeared during the broadcast deregulation movement of the Reagan administration is ______, which required broadcasters to cover issues of public importance and to be fair in that coverage.
the Fairness Doctrine
The first publicity company, _____________ was established in 1906 to help the railroad industry challenge legislation it opposed.
the Publicity Bureau
Which of the following theories argues that media do not tell us what to think, but what to think about?
the agenda-setting theory
Which of the following theories explains how people's attitudes are formed, shaped, and changed through communication and how those attitudes influence behavior?
the attitude change theory
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
the creation of the syndication industry.
In the span between the Civil War and the First World War, several factors combined to move the advertising industry to establish professional standards and regulate itself, including abuses by patent medicine advertisers; the examination of most of the country's important institutions, led by the muckrakers; and ______ in 1914.
the establishment of the Federal Trade Commission
Local affiliates used to receive compensation for airing network programs in their markets, but that has changed due to the loss of network audience and
the rise of cable
The Number 1 reason people employ adblockers on their digital devices is
the sheer number of ads.
When adults consume entertainment media, they intentionally accept as real what is put before them. This is known as
the willing suspension of disbelief.
Mass communication ______ are explanations and predictions of social phenomena that attempt to relate mass communication to various aspects of our personal and cultural lives or social systems.
theories
At cable's inception, the primary goal of most cable television operations was
to improve the reception of distant signals.
The Supreme Court turned the ________ analogy against NBC, declaring that the FCC had the right to judge content.
traffic cop
In the free-press-fair-trial debate, the First and Sixth Amendments conflict. T/F
true
Nonlinear TV is watching television on our own schedules, not the programmer's. T/F
true
The libertarian model of press control is based on the self-righting principle. T/F
true
The modern era of public relations is characterized by advanced two-way communication. T/F
true
Tim Berners-Lee developed the hypertext transfer protocols (HTTP). T/F
true
When a social media site removes the pages of a group that consistently violates its terms of use that group has been deplatformed. T/F
true
A product's ______ is what sets it apart from other brands in the same product category.
unique selling proposition
Which of the following theories argues that media don't do things to people; rather, people do things with media?
uses and gratifications theory
Overall television viewing for every age group continues to decline year-to-year, with the greatest drop off for
younger viewers.
Britain's external service is the
BBC
Sesame Street is produced by the
Children's Television Workshop
_____ refers to the melding of brands and experiences.
Experiential marketing
The Chinese media system is based on that of
Former Soviet Union
The Supreme Court, in its decision in ______, stated that the First Amendment was "among the fundamental personal rights and liberties protected by the due process clause of the Fourteenth Amendment from impairment by the states." Given that, "Congress shall make no law" is now interpreted as "government agencies shall make no law."
Gitlow v. New York