NMC 100 Final Exam Oregon State
What was one of the most challenged books of the past decade?
I Know Why the Caged Bird Sings
Which of the following statements about flexible markets is NOT true?
In a flexible market, a company will take the time needed to craft a few quality products.
How did a study about the impact of the War of the Worlds radio broadcast undermine the hypodermic-needle model?
It showed that most people who heard the broadcast didn't believe it was a real news report.
What was Hollywood's initial reaction to the VCR?
It tried to stall its arrival, even suing to keep people from recording movies from television.
Which of the following gaming platforms does not offer a voice recognition system?
Nintendo Game Cube
What was the first major console to add a wireless motion-sensing controller?
Nintendo Wii
What was the first home video game?
Odyssey
What is the difference between slander and libel?
Slander involves spoken language to defame a person's character, but libel refers to written or broadcast expression.
Parents, politicians, and the medical establishment have expressed concern over the _____ quality of video games.
addictive
Writers signed to a contract often receive _____, which is an early payment against future royalty earnings.
advance money
Which term refers to a video game created for purely promotional purposes?
advergame
When a reporter actively promotes a certain viewpoint, it is called _____ journalism.
advocacy
Which type of system uses small satellite dishes near or on customers' homes to deliver television and other services?
direct broadcast satellite (DBS)
What are two primary ways that media companies collect revenues?
direct payment and indirect payment
Who is typically considered the "auteur" of a film?
director
ARPAnet enabled military and academic researchers to communicate on a _____ network system.
distributed
Since the 1930s, the period of heaviest radio listening has shifted to
drive time.
Which of the following is the correct order of the standard stages of media innovations?
emergence, entrepreneurial, mass medium, convergence
The three basic divisions within the film industry are production, distribution, and
exhibition
What is Edwin S. Porter known for?
experimenting with film editing and narrative film
Which of the following is/are way(s) that radio responded to the rise of television?
both the development of the transistor and the development of format radio
The general-interest magazines that survived the competition for national ad dollars in the 1960s and 1970s tended to be
both women's and pocket-size magazines.
How does the Entertainment Software Association organize games?
by gameplay
Walter Lippmann's book Liberty and the News
called on journalists to act more like scientific researchers.
What does the bandwagon effect do?
claims that everyone is using a product, and so should you
Which of the following is NOT an example of specialization?
featuring the teenage star of a Disney movie in a guest role on an ABC sitcom
NBC's practice of _____ allows it to promote its distinct television channels across many media platforms.
film production equipment
High culture is most often associated with
fine art, wealthy donors, and educated audiences.
What did major Internet service providers agree to help the music industry do?
combat illegal downloading by redirecting users to pages about digital piracy and slowing their download speeds
Any situation in which a journalist may stand to benefit personally from a story is considered a _____.
conflict of interest
Having _____ means having the power to decide what types of media get created and circulated.
consumer control
What does the term vertical integration refer to?
controlling the production, distribution, and exhibition of films
What person would be responsible for correcting the grammar in an author's manuscript?
copy editor
What legally protects the rights of authors and producers to their published or unpublished works?
copyright
Which of the following could the early telegraph accomplish?
international communication
Gathering quotes from victims at a hospital might be seen as _____.
invasion of privacy.
Hypodermic needle model
is a model of communication suggesting that an intended message is directly received and wholly accepted by the receiver
Using a song by the Shins to promote McDonald's is an example of
licensing
The radio and newspaper industries are typically structured as a(n)
limited competition
Our varied media institutions and outlets are basically in the _____, or storytelling, business.
narrative
In order to work in television or radio, blacklisted performers
needed the support of the program's sponsor.
One of the major values of journalism, _____, was adopted from the conventions of personal detachment.
neutrality
Which of the following is NOT a component of the Top 40 radio format?
new local artists that have a small following
Developed in the 1950s, the magazine program featured
news, talk, comedy, and music segments in one show.
The first advertising agencies were
newspaper space brokers.
The process of targeting affluent eighteen- to thirty-four-year-old viewers is called
niche marketing.
The very first movie theaters were known as
nickelodeons
When journalism switched to a focus on the present in news content, the industry began to draw criticism for _____.
not offering historical analyses of important issues
Louis and Auguste Lumière developed a
projection system.
Which of the following best describes synergy?
promotional tie-ins within a corporation's own companies
Researchers post-World War I referred to _____ as "partisan appeal based on half-truths and devious manipulation of communication channels."
propaganda
In response to the 1920s scandals, the movie industry formed the Motion Picture Producers and Distributors of America (MPPDA) in order to
protect profits by tightening self-regulation of the movie industry.
Edward Bernays was the first person to apply the findings of psychology and sociology to public relations, referring to himself as a
public relations counselor.
The total communication strategy used to reach and persuade an audience is called
public relations.
Which genre of music emerged in the late 1970s as a form of rebellion against commercialism?
punk rock
Most media companies have avoided monopoly charges by
purchasing diverse types of mass media.
Four-track sound is referred to as
quadraphonic.
Reporters who print or broadcast statements made in court are granted
qualified privilege.
The rise of commercial radio led to the first
rating system
What did the success of British groups in the United States in the 1960s help demonstrate?
that performers could write and produce their own songs as well as Tin Pan Alley had
According to a study conducted by the Pew Research Center about Americans' reading habits,
the average number of books read per year among all Americans is twelve.
Which of the following is a portable gaming system?
Nintendo 3DS
News stories about issues that could affect a family's income or change a community's laws are stories of _____.
...consequence
Which of the following made seditious speech a federal crime and was enforced during World Wars I and II?
1917 and 1918 Espionage Acts
When was the first video game patent issued?
1948
Which of the following formats became the standard for singles?
45 rpm
An author's royalty from book sales is generally between _____ percent of the net price of the book.
5 and 15
Today, women make up more than _____ of PR professionals.
60 percent
Roughly _____ percent of U.S. movies do not earn back their costs in U.S. theaters and depend on foreign circulation and home video to make up for losses.
80
Today, subscriptions account for more than _____ percent of magazine sales.
90
How is a judgment reached as part of the critical process different from a personal opinion?
A critical process judgment is supported by careful observation and investigation that helps minimize the influence of social or cultural biases and prejudices.
What is one reason for viewing culture as a map rather than as a hierarchy?
A map better represents the fact that forms of culture exhibit multiple tendencies.
What rating indicates that a video game is appropriate only for people 18 and older?
AO
Why were there a limited number of TV stations in a city or market in the early days of television?
Airwave spectrum frequencies interfered with one another, so a city or market could only support a certain number of stations.
The Life of an American Fireman is considered the first
American narrative film.
What was the first popular Internet-capable smartphone in the United States?
BlackBerry
Why is having a population that reads books important to democracy and society?
Books help us understand what is beyond our own experience.
Why did specialization come to dominate the magazine industry by the mid-twentieth century?
Competition from television made it hard for general-interest magazines to make a profit.
Which of the following statements about cable programming is FALSE?
Cable systems typically offer a single tier of service to their customers.
What was the first English work to be printed in book form?
Canterbury Tales
What law limited any corporate mergers and joint ventures that reduced competition?
Celler-Kefauver Act
What law prohibited manufacturers from selling only to dealers and contractors who agreed to reject the products of business rivals?
Clayton Antitrust Act
Why is DVR technology a concern for some lawmakers and consumer groups?
DVR technology can track what people watch and pass that information along to advertisers.
Who helped design a campaign for the American Tobacco Company to make smoking more publicly acceptable for women?
Edward Bernays
Who taught the first public relations class?
Edward Bernays
The developer of FM radio was
Edwin Armstrong.
An essential innovation during the developmental stage of the Internet was
What law required stations to air controversial-issue programs and provide competing points of view?
Fairness Doctrine
Papyrus is a kind of paper made from treated animal skin.
False
Parchment is a kind of paper made from plant reeds found along the Nile River.
False
Who won the patent for the first television after a lengthy court battle?
Farnsworth
Which popular silent-film actor was made a scapegoat in the early 1920s after a series of scandals rocked Hollywood?
Fatty Arbuckle
Partly to monitor patent medicine claims, the _____ was passed in 1906.
Federal Food and Drug Act
What are the three most popular web browsers today?
Firefox, Safari, Chrome
What was the first black newspaper?
Freedom's Journal --The first black newspaper, Freedom's Journal, operated from 1827 to 1829 and opposed the racism of many New York newspapers.
The open Internet is best represented by
Google.
Which of the following is an example of a trade book?
Harry Potter and the Deathly Hallows
The acceptance of dominant values in a culture by those subordinate to those who hold power is called
Hegemony
Why did consumer and Latino organizations protest the proposed purchase of DirecTV by EchoStar?
In many U.S. markets, EchoStar would have had a DBS monopoly, leaving viewers with fewer Spanish-language programming options.
What is NOT considered one of the five major digital media companies?
Why might e-publishing be attractive to some authors despite the lower sales?
It allows for higher royalty rates for authors.
How did the movie industry respond to the formation of community review boards and the deteriorating economic conditions of the Great Depression?
It formed its own self-regulation boards and standards.
Which is NOT true of documentary film?
It is limited to newsreels.
What did the Communications Act of 1934 do?
It mandated that radio broadcasters operate in "the public interest, convenience, and necessity."
How has Facebook remedied its lack of hardware devices to compete with the other four digital companies?
It purchased a virtual reality gaming headset, Oculus Rift.
What was a major inadequacy of traditional scientific research, as pointed out by the Frankfurt School?
It reduced large cultural questions to verifiable categories.
How did the telegraph contribute to the development of mass communication?
It separated communication and transportation.
When Adolph Ochs bought the _____, he brought back the ideal of an informational and impartial press.
New York Times
The major magazine publisher for African Americans in the modern age was
John H. Johnson
Who was a key player in helping to elevate the professional and financial status of actors?
Mary Pickford
In which case did the Supreme Court rule that a newspaper had the right to publish what it chose?
Miami Herald Publishing Co. v. Tornillo
Which court case set the contemporary definition of obscenity?
Miller v. California
The _____ rating has not proved commercially viable, and distributors avoid releasing films with the rating.
NC-17
The Telecommunications Act of 1996 did which of the following?
One of these three It set aside 20 percent of the airwaves for noncommercial stations. OR It encouraged the consolidation of radio station ownership. OR It established the Federal Communications Commission.
Amos 'n' Andy launched the idea of the
One of these three variety show. OR quiz show. OR situation comedy.
Which company is expected to earn the largest mobile advertising revenue in 2018?
One of these three: Facebook Google Yahoo
Which of the following is NOT a concern related to the future of the newspaper industry?
One of these three: an increase in watchdog journalism as chain ownership increases newsroom cutbacks the closing of foreign bureaus
Which of the following is a major value of a modern society?
One of these three: defying rational order? celebrating the individual? celebrating the collective?
The PRSA serves
One of these three: press agents. PR agents and firms. watchdog groups.
The combination of reduced distribution and production costs in the early twentieth century gave publishers the ability to
One of these three: reduce magazine prices. increase magazine prices. reduce the number of advertisements in each issue.
Which celebrity's famed book club produced an instant best-seller whenever a book was added to the list?
Oprah Winfrey
The word paper is derived from what word?
Papyrus
What convention was created by gamers for gamers, and is held every year in Seattle?
Penny Arcade Expo (PAX)
Which video game console also plays Blu-ray discs?
PlayStation 4
News media outlets that hope to survive in the modern media marketplace must appeal to
interest groups.
What happened during the quiz-show scandals?
Program sponsors pressured TV executives to rig the shows so that popular contestants would win.
_____ is/are communication strategically placed, either as advertising or as publicity, to gain public support for a special issue, program, or policy, such as a nation's war effort.
Propaganda
Why were circulations so low in the early days of colonial papers?
Readership was limited to wealthy and educated men.
Government controls on business were drastically weakened during the _____ administration.
Reagan
What is one hiring trend within PR and news reporting?
Reporters often move into PR jobs.
Who invented the codex?
Romans
Which of the following became the longest-running magazine in U.S. history?
Saturday Evening Post
What console does NOT offer connections to stream programming from sources like Netflix and Hulu Plus?
Sega Dreamcast
What term refers to the next generation of the Internet?
Semantic Web
In opposition to gag orders, _____ laws have favored the First Amendment rights of reporters, protecting them from having to reveal their sources for controversial information used in news stories.
Shield
What contributed to the decline of newspaper readership in the 1960s and 1970s?
Television viewing was up. ---Another circulation crisis occurred from the late 1960s through the 1970s with the rise in network television viewing and greater competition from suburban weeklies.
Nintendo's Game Boy popularized what game?
Tetris
What caused broadcasters to refrain from airing controversial issues because they had to provide competing points of view when offering controversial programming?
The Fairness Doctrine.
What statement about the music industry is NOT true?
The Parents Music Resource Center fought in the 1980s for musicians' rights to free expression.
Which is an accurate statement about advertising agencies such as the WPP and Omnicom?
They are mega-agencies controlling a majority of the advertising dollars spent around the globe.
Why do many older books, particularly those printed during the nineteenth century, deteriorate?
They are printed on acid-based paper.
What is the reason that common narratives help promote hegemony?
They identify with a culture's dominant values.
What did the FCC's net neutrality rules do?
They required wired broadband providers to provide the same access to all Internet services and content.
Why did radio and magazines fare better than the book industry during the world wars and the Great Depression?
They were less expensive and could cover topical issues immediately.
What was the initial reaction of people in radio to AT&T selling advertising on its WEAF station in 1922?
They were upset that radio—a public information service—was being used to sell "crass" advertising.
Why did President Theodore Roosevelt dub investigative reporters "muckrakers" in 1906?
They were willing to stoop so low as to dig through society's muck to uncover a story.
Which of the following was NOT a type of programming during the golden age of radio?
Top 40
Where did the Arab Spring movement begin?
Tunisia
U.S. Government surveillance of online communication is sanctioned through the
USA PATRIOT Act.
Journalists such as _____ worried that PR professionals had too much power over American public opinion.
Walter Lippmann
What is an example of a cultural change resulting from media convergence?
We are consuming media content at our own convenience.
Which of the following applies to cover music in the 1950s?
White artists often had greater success with cover songs than the original black songwriters.
Davis "Buzz" Merritt, who defined the key aspects of public journalism, was editor of which paper?
Wichita Eagle
Specialization is
______is a method of production whereby an entity focuses on the production of a limited scope of goods to gain a greater degree of efficiency.
Flexible market is _____
___refers to how quickly a firm responds to changing conditions in the market by making modifications to its workforce
In Mutual v. Ohio, the Supreme Court ruled that motion pictures were
a business.
The Payne Fund Studies emerged from
a concern about the effect of movies on youth.
The boom in twenty-four-hour cable news programs led to
a news vacuum
An example of a PR pseudo-event is
a press conference for the movie The Interview.
A conflict of interest is
a reporter's potential to benefit personally
Habermas defined the public sphere as
a space for critical public debate.
Interpretive journalism can be described as
a style that seeks to place events within a larger historical or social context.
What is deliberative democracy?
a system in which citizen groups, local government, and the news media work together to shape social and political agendas
Joint operating agreements (JOAs)
allow two newspapers to combine business and production operations while keeping separate news divisions. ---Under a JOA, two competing papers keep separate news divisions while merging business and production operations for a period of years.
During the late 1960s, Jack Valenti established
an industry board to rate movies.
Which of the following is an example of public opinion research?
an online survey asking people how they feel about legalizing gay marriage
The _____ standard was used for all television sets in the United States from 1941 to 2009.
analog
What term refers to an establishment that gathers multiple coin-operated games together?
arcade
The interpretation stage involves
asking the "So what?" question about your findings
What advertising technique pairs a product with a cultural value, such as natural scenery or national pride?
association principle
Why did the government outlaw transportation of boxing movies across state lines?
because of Jack Johnson's race
Why did a federal appeals court reject the FCC's policy on fleeting expletives in 2010?
because the court felt that broadcasters would have no way of knowing what the FCC would find offensive
Developed by the Chinese, the technique of applying sheets of paper to a block of inked wood with raised surfaces is called
block printing.
What were the first mass-marketed products in history?
books
Which of the following is/are a form of cultural studies research?
both political economy studies and textual analysis
Musical genres such as punk and hip-hop
could be seen as reactions to overcommercialized "safe" music from major record labels.
What department in an advertising firm is made up of teams of writers and artists?
creative development
Which of the following focuses on how people make meaning, understand reality, and order experience through their use of cultural symbols in print and visual media?
cultural studies
Seditious libel is
defaming a public official's character in print.
Increased corporate mergers, corporate diversifications, and a tendency toward oligopolies are all results of
deregulation Deregulation led to easier mergers, corporate diversifications, and increased tendencies in some sectors toward oligopolies (especially in air travel, energy, finance, and communications).
What person in a publishing company provides authors with feedback and makes suggestions for improvement?
developmental editor
The music that is passed down through a culture and performed by largely untrained musicians is known as
folk
The musical genre that most clearly responded to the political climate in the 1960s and 1970s was
folk music.
The system of management (rather than deejays) controlling programming is known as
format radio.
Mobile devices like smartphones, iPads, and mobile TV devices are also known as
fourth-screen technologies
Which of the following has NOT been suggested as a method to help combat newspapers' rapid decline?
getting wealthy celebrities to buy and support newspapers
What is a benefit to journalists of relying on expert sources?
gives credibility to seemingly neutral reports
When playing MMORPGs, most experienced players join organized groups called _____.
guilds or clans
Which of the following is NOT one of the core values of the PRSA Member Statement of Professional Values?
interdependence
The _____ plays on consumers' insecurities.
hidden-fear appeal
The _____, also called the magic bullet theory, attributes powerful effects to the mass media.
hypdermic needle model
What is the name of Apple's storage and syncing service that enables users to access media content anywhere (with a wireless connection) on its mobile devices?
iCloud
The Kindle Fire is one of the main competitors to what device?
iPad
An example of the interpretation stage in the critical process is
identifying the meanings of patterns found when studying a media message.
In the Middle Ages, books that included decorative, colorful illustrations and designs were known as
illuminated manuscripts.
Most PR work for companies and nonprofits is done
in-house.
A major development in magazines in the mid-nineteenth century was the
inclusion of illustrations.
What is the main factor contributing to the digital divide?
income
The larger label that encompasses such genres as punk and grunge is called
indie rock.
The emergence of leisure time became an acute social issue during what period of history?
industrial revolution
Some forms of fashion and cosmetics advertising actually pander to individuals' _____ by promising the ideal body.
insecurities and low self-esteem
Limited distribution publications called _____ are used to market goods or services to customers or employees.
magalogs
What is the focus of online fantasy sports games?
making managerial decisions
After the Sheppard reversal in the 1960s, the Supreme Court introduced ways for judges to ensure fair trials in heavily publicized trials. Which of the following is NOT a way to ensure a fair trial?
making reporters reveal their sources for controversial material used in their stories
During the Middle Ages, clergymen, known as scribes, were responsible for advancing
manuscript culture.
The term _____ involves the technological merging of content across different media channels.
media convergence
Radio reached its mass medium stage in the
mid-1920s.
What is NOT one of the major segments of professional books?
music
The popular paperbacks and dime novels of the late 1880s were sometimes referred to as pulp fiction because
of the cheap machine-made pulp paper they were printed on.
What allowed books to be printed from photographic plates instead of metal casts?
offset lithography
Professional books are
often geared toward a particular field and have to be special ordered, like law or medical books.
The diversification strategies of media companies promote
oligopolies
Payola refers to the practice of
paying deejays or radio programmers to play certain songs.
A costly form of Internet identity theft is _____.
phishing. -definition: the fraudulent practice of sending emails purporting to be from reputable companies in order to induce individuals to reveal personal information, such as passwords and credit card numbers.
Disney's partnership with _____ led to a series of computer-animated blockbusters.
pixar
What are zines?
self-published magazines
Which of the following is the correct order for the linear model of mass communication?
sender, message, mass media channel, receiver
As president of NBC, Sylvester Weaver did all of the following EXCEPT
shorten program length to 15 minutes.
The most successful magazines in colonial America
simply reprinted material from leading London periodicals.
A show that focuses on wacky incidents is called a _____ comedy.
situation?
A/an_____ is the television equivalent of a quote in print news.
sound bite
What is an example of a puzzle-solving game?
starcraft or myst?
The word magazine comes from the French term magasin, which means
storehouse.
In the late 1800s, two types of journalism emerged: the _____ model and the _____model.
story-driven/"just the facts"
Early press agents would advance their client's image primarily through what method?
stunts staged for newspapers
Cultural imperialism can be described as
styles in fashion, food, media, and beauty in one nation shaping cultures and identities in other nations.
Regarding syndication, when a program is bartered for,
syndicators offer a program to a station in exchange for a split of the advertising revenue.
What does the slogan "If it bleeds, it leads" refer to?
the fact that newscasts tend to start with horrific crime stories
The citizen journalism phenomenon can be attributed to
the growth of online news and cutbacks in traditional newsrooms.
Google Play offers apps that can be used on
the kindle or nook?
The bagatelle was an early form of
the pinball machine.
In the outcome of Red Lion Broadcasting Co. v. FCC, the Supreme Court decided that
the public interest supersedes broadcasters' interest.
In the textbook, the term wage gap refers to ______.
the rapidly growing difference in compensation between average wage earners and top corporate executives
One of the greatest concerns about a global economic village is
the rising expectations of people in poor countries whose standard of living is not represented.
What does the term newshole refer to?
the space in a newspaper not taken up by advertisements
The Great Train Robbery (1903) introduced
the western genre.
What is occurring when consumers record a television program on a VCR or DVR and then watch it later at their convenience?
time shifting
What is the purpose of shield laws?
to protect reporters from having to reveal their sources for controversial information
Why did television begin niche marketing?
to target consumers whose buying habits were not stable or predictable
What did the U.S. government outlaw in 1912, spurred by Jack Johnson's victory?
transportation of boxing movies across state lines
About _____ of the world's population cannot afford most of the products advertised on American, Japanese, and European television.
two-thirds
A scholarly work about medieval theatre history written by a professor is likely an example of what type of book?
university press book
The _____ enabled researchers to develop inventories cataloguing how people employ the media.
uses and gratifications model
Patent medicines were often made with
water and ethyl alcohol.
Guglielmo Marconi developed
wireless telegraphy.
Which motion picture rating was appropriated as a promotional tool by the pornography industry?
x
The Joe Camel ad campaign was aimed at
youth
_____ first captured sound using a bristle and a coated cylinder.
Édouard-Léon Scott de Martinville
