Media and Society Final Study Guide

Sesame Street is produced by the A. Children's Television Workshop B. Public Broadcasting System C. National Broadcasting Company D. Jim Henson Company

A. Children's Television Workshop

Worldwide, the majority of Internet searches, by a wide margin, occur on A. Google B. Ask C. Yahoo! D. Bing

A. Google

The first public demonstration of television, in the form of regularly scheduled two-hour broadcasts, was presented by ______ at the 1939 World's Fair. A. NBC B. Mutual C. CBS D. ABC

A. NBC

How did Lucille Ball change the business of television? A. The television industry moved from New York to Hollywood B. A weekly television series could now be produced in just 16 weeks instead of 24 C. Television programs were no longer filmed in front of a live audience D. Television no longer used stock shots in their shows to save money

A. The television industry moved from New York to Hollywood

The first successful commercial computer, used by the Census Bureau in 1951, was A. UNIVAC B. Colossus C. ENIAC D. ARPANET

A. UNIVAC

The first corporate public relations department was established in 1889 by A. Westinghouse Electric B. the New York Central Railroad C. the New York World D. the Publicity Bureau

A. Westinghouse Electric

The "free" channels provided automatically to all cable subscribers are called A. basic cable B. premium cable C. pay cable D. bonus cable

A. basic cable

What was the first cable system called? A. community antenna television B. master antenna television C. mobile wire television D. all-channel television

A. community antenna television

The American Academy of Pediatrics is concerned that the intensity of the online world experienced by preteens and teens who spend a great deal of time on social media sites can trigger Facebook A. depression B. mania C. intelligence D. fear

A. depression

The idea that we use social media to communicate our actual identities is the A. extended real-life hypothesis B. fear of missing out C. dual factor model of social media use D. idealized virtual identity hypothesis

A. extended real-life hypothesis

Instances in which copyrighted material may be used without permission or payment are referred to as A. fair use B. blogs C. commodification of information D. listservs

A. fair use

Public relations professionals are referred to as ________, both inside and outside the media industries. A. flacks B. hucksters C. promoters D. lobbyists

A. flacks

After a long run on network television, Friends has become hugely popular in syndication. It is an example of a successful effort at ________ syndication. A. off-network B. net-based C. rerun D. first-run

A. off-network

Advertisers encourage their audience to perceive their products as having meaning beyond the product's actual function through A. product positioning B. agenda setting C. modeling D. symbolic interaction

A. product positioning

The public relations activity of getting media coverage for clients is called A. publicity B. lobbying C. public affairs D. promotion

A. 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. A. publics B. targets C. clients D. customers

A. publics

The percentage of television sets currently in use that are tuned in to a given program is that show's A. share B. sweep C. rating D. clear time

A. share

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 A. the rise of cable B. the lack of network programs C. the lack of network programs D. video-on-demand

A. the rise of cable

Which of the following theories argues that media don't do things to people; rather, people do things with media? A. uses and gratifications theory B. limited effects theory C. attitude change theory D. agenda setting theory

A. uses and gratifications theory

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. A. Mason Weems B. Edward Bernays C. George Creel D. Ivy Lee

B. Edward Bernays

The global network of interconnected computers that communicate freely and share and exchange information is called the A. Internet B. World Wide Web C. Information Superhighway D. protocol

B. Internet

Around 1913, public relations pioneer _____________ issued his Declaration of Principles, which moved the profession's focus from primarily dispensing publicity to providing information. A. Edward Bernays B. Ivy Lee C. George Creel D. Mason Weems

B. Ivy Lee

Who wrote Man-Computer Symbiosis in 1960, which inspired computer experts to work toward what is now the Internet? A. Marshall McLuhan B. Joseph C. R. Licklider C. William Gibson D. Charles Babbage

B. Joseph C. R. Licklider

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. A. Paul Allen B. Paul Baran C. Steve Jobs D. John Mauchly

B. Paul Baran

The Apple II personal computer was developed by A. Steven Bellovin and Vinton Cerf B. Steve Jobs and Stephen Wozniak C. Paul Baran and Paul Allen D. Bill Gates and Paul Allen

B. Steve Jobs and Stephen Wozniak

Who developed the iconoscope tube? A. John Logie Baird B. Vladimir Zworykin C. Philo Farnsworth D. Paul Nipkow

B. Vladimir Zworykin

The history of public relations is divided into four stages—early public relations, the propaganda-publicity stage, early two-way communication, and A. the cyberage B. advanced two-way communication C. the laissez-faire approach D. the modern technological era

B. advanced two-way communication

The need to ______ and the need for ______ are two major factors that motivate people to use social media. A. escape; information B. belong; self-presentation C. brag; entertainment D. learn; attention

B. belong; self-presentation

The lack of technological access among people of color, the poor, the disabled, and those living in rural areas is called the A. technology gap B. digital divide C. information gap D. information slow lane

B. digital divide

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? A. two-step flow theory B. dissonance theory C. limited effects theory D. attitude change theory

B. dissonance theory

Around 1920, the beginning of the _____________ era of public relations, PR companies began talking to people and listening to them when they talked back—in other words, representing their various publics to their clients, just as they represented their clients to those publics. A. modern technological era B. early two-way communication C. propaganda-publicity stage D. early public relations

B. early two-way communication

The idea that social media users tend to show idealized characteristics that don't represent who they are is the A. dual factor model of social media use B. idealized virtual identity hypothesis C. fear of missing out D. extended real-life hypothesis

B. idealized virtual identity hypothesis

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. A. hypodermic needle theory B. mass society theory C. limited effects theory D. cultural theory

B. mass society theory

The public relations activity of interacting with officials and leaders of the various power centers with whom a client must deal is known as A. financial public relations B. public affairs C. publicity D. promotion

B. public affairs

The idea that mass communication ordinarily does not serve as a necessary and sufficient cause of audience effects, but rather functions among and through a nexus (web) of mediating factors and influences, is the basis of Joseph Klapper's ______ theory. A. magic bullet B. reinforcement C. dissonance D. two-step flow

B. reinforcement

Rather than local stations receiving compensation for airing network programs, now networks receive ______, a fee paid by the local station for the right to be that network's affiliate. A. retransmission fees B. reverse compensation C. subscribership D. clear time

B. reverse compensation

Which of the following would now be considered a pseudo-event? A. the Stamp Act B. the Boston Tea Party C. the publication of The Federalist Papers D. the Boston Massacre

B. the Boston Tea Party

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 A. subliminal effects B. the early window C. reinforcement D. catharsis

B. the early window

Overall television viewing for every age group continues to decline year-to-year, with the greatest drop off for A. older, more urban people B. younger viewers C. older, more rural people D. young children under parental supervision

B. younger viewers

By the end of the 1950s, how many Americans had television sets? A. 60% B. 75% C. 90% D. 40%

C. 90%

The first electronic digital computer, _____________, was developed by the British during World War II to help break the German's secret code. A. UNIVAC B. ARPA C. Colossus D. ENIAC

C. Colossus

The first workable device for generating electrical signals suitable for the transmission of a visual was the A. cathode ray tube B. Baird's disc C. Nipkow disc D. Farnsworth connector

C. Nipkow disc

Computers that reduce information to a code made up of the digits 1 and 0 for storage and manipulation are using a(n) _____________ code. A. abacus B. plenary C. binary D. primary

C. binary

When an affiliate airs a network's program, it is said to ______ the show. A. syndicate B. carry C. clear time for D. reciprocate

C. clear time for

PR professionals interact with an organization's _____________, or neighbors, to generate goodwill. A. employees B. stockholders C. communities D. media

C. communities

People who have never known a world without the Internet are known as A. Generation X B. Generation Y C. digital natives D. baby boomers

C. digital natives

A URL (uniform resource locator) is a website's official address, but we more commonly know those locations by their __________, for example Google.com or Truthout.org. A. proxy B. digital address C. domain name D. search name

C. domain name

Media effects that occur at the cultural level are said to be A. micro-level effects B. critical effects C. macro-level effects D. administrative effects

C. macro-level effects

Media effects on individuals are said to be A. macro-level effects B. ritual effects C. micro-level effects D. transmissional effects

C. micro-level effects

The business of television is dominated by a few centralized production, distribution, and decision-making organizations, known as the A. major studios B. production houses C. networks D. affiliate councils

C. networks

An event staged specifically to attract public attention is a A. photo op B. managed moment C. pseudo-event D. nonevent

C. pseudo-event

Ethical PR professionals reject _______, outright lying or obfuscation. A. deception B. half-truth C. spin D. misinformation

C. spin

As a result of the quiz show scandal, the networks changed the way they accepted sponsors' money, changing from single sponsorship for most programs to ______ sales. A. lottery B. subscribership C. spot commercial D. time

C. spot commercial

The sale of programs to local stations on a market-by-market basis is A. clearing time B. reciprocation C. syndication D. carrying

C. syndication

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 A. the rise of CBS as an industry power B. situation comedy in full color C. the creation of the syndication industry D. the coming of comedy to network television

C. the creation of the syndication industry

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. A. hypotheses B. sciences C. theories D. assumptions

C. theories

__________ refers to a fake grassroots organization; that is, one funded in secret by those with a vested interest in the issue at hand. A. Spin B. VNR C. Greenwashing D. Astroturf

D. Astroturf

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. A. Blaise Pascal B. John Napier C. Gottfried Leibnitz D. Charles Babbage

D. Charles Babbage

_____ is the term used to describe falsehoods desgined to achieve a political goal. A. Distraction B. Informatics C. Misinformation D. Disinformation

D. Disinformation

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. A. ARPA B. UNIVAC C. Colossus D. ENIAC

D. ENIAC

Senator Joseph McCarthy, whose lies and hypocrisy fueled what is referred to as McCarthyism and the Red Scare, was exposed by which television news broadcast? A. Barbara Walter's World News Tonight on ABC B. NBC's Huntley-Brinkley Report C. PBS's Lehrer NewsHour D. Edward R. Murrow's See It Now on CBS

D. Edward R. Murrow's See It Now on CBS

Resenting the positive posts of friends on social media is known as A. social isolation B. Facebook depression C. peer pressure D. Facebook envy

D. Facebook envy

Which of the following is true of the television program Sesame Street? A. It began on commercial network television and is now on public television and HBO B. It began on cable's HBO and is now on public television C. It began on commercial network television and is now on cable's HBO D. It began on public television and is now on cable's HBO

D. It began on public television and is now on cable's HBO

The Foreign Agents Registration Act of 1938, which required anyone who engages in political activities in the United States on behalf of a foreign power to register as an agent of a foreign power with the Justice Department, was a result of which public relations pioneer's contacts with Nazi Germany? A. George Creel B. Mason Weems C. Edward Bernays D. Ivy Lee

D. Ivy Lee

Which British inventor sent moving images across the Atlantic using a mechanical disc in the 1920s? A. Paul Nipkow B. Vladimir Zworykin C. Philo Farnsworth D. John Logie Baird

D. John Logie Baird

The primary collector and reporter of television ratings is a company known as A. Equifax B. Arbitron C. Telecount D. Nielsen

D. Nielsen

What is one difference between online feedback and other mass communication feedback? A. Online feedback can be indirect, while other feedback is direct B. Online feedback is much less democratic than other feedback C. Online feedback involves a much smaller audience than other feedback D. Online feedback can be immediate, while mass communication feedback is delayed

D. Online feedback can be immediate, while mass communication feedback is delayed

What was the purpose of the 1962 all-channel legislation? A. It created the Public Broadcasting System B. Basic cable was a requirement for all cable providers C. Bundling was made illegal D. U.S. televisions had to be equipped with both VHF and UHF receivers

D. U.S. televisions had to be equipped with both VHF and UHF receivers

Proponents of Internet freedom see its _____________ as providing protection for unpopular expression; proponents of greater Internet control see it as the Internet's greatest danger. A. reach B. low cost C. breadth D. anonymity

D. anonymity

What is the term for the electronic tracking of the choices we make when we are online? A. encryption B. dataveillance C. digital memory D. click stream

D. click stream

Judge Judy and Judge Joe Brown, as well as game and talk shows, are examples of programming produced specifically for sale into syndication on a market-by-market basis. This is called A. short ordering B. off-network programming C. reverse compensation D. first-run syndication

D. first-run syndication

The creation of programs expressly for sale into syndication to individual stations in individual markets is called A. primary production. B. nonduplication production C. all channel production D. first-run syndication

D. first-run syndication

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 A. mass society theory B. limited effects theory C. cultural theory D. hypodermic needle theory

D. hypodermic needle theory

The development of the _____________—with its small size, absence of heat, and low cost—made personal computers possible. A. microcomputer B. vacuum tube C. terminal D. semiconductor

D. semiconductor

In limited effects theory, the influence of media is thought to be limited by people's religious and political affiliations, in other words by their A. personal relationships B. opinion leaders C. individual differences D. social categories

D. social categories

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. A. communities B. employees C. media D. stockholders

D. stockholders

A syndicated program that runs five nights a week at the same time is said to be A. cumed B. shadowed C. cleared D. stripped

D. stripped

Which of the following theories argues that media do not tell us what to think, but what to think about? A. the social construction of reality theory B. the symbolic interaction theory C. the gatekeeper theory D. the agenda setting theory

D. 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? A. the magic bullet theory B. the limited effects theory C. the two-step flow theory D. the attitude change theory

D. the attitude change theory

When adults consume entertainment media, they intentionally accept as real what is put before them. This is known as A. the stimulation model B. the open window C. catharsis D. the willing suspension of disbelief

D. the willing suspension of disbelief

At cable's inception, the primary goal of most cable television operations was A. to deliver pay-per-view movies B. to circumvent FCC all-channel rules C. to challenge the over-the-air broadcasters D. to improve the reception of distant signals

D. to improve the reception of distant signals