Media and Society final

______ 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. Puffery Promotion Public relations Advertising

Advertising

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

Astroturf

Britain's external service is the

BBC

The "originator of the computer" was _____________Blank, 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. John Napier Charles Babbage Blaise Pascal Gottfried Leibnitz

Charles Babbage

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

Children's Television Workshop.

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, _____________Blank, 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. ARPA ENIAC UNIVAC Colossus

ENIAC

Around the 1920s, public relations pioneer _____________Blank began stressing two-way communication—that is, public relations practitioners talking to people, and in return listening to them when they talked back. Mason Weems Edward Bernays Ivy Lee George Creel

Edward Bernays

_______________Blank 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

_____ refers to the melding of brands and experiences. Corrective advertising Marketing Experiential marketing Rich media

Experiential marketing

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 or F

F

Facebook depression is not recognized by the American Academy of Pediatrics. T or F

F

a reporters commitment to equity is how well he or she affords the subjects in a story as much self-respect as possible. T or F

F

advertising provides the primary source of financial support for Britains BBC. T or F

F

most media professionals favor licensing of media practitioners if it will produce higher standards of operation. T or F

F

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 or F

F

content 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 or F

FALSE

The intensity of the online world can sometimes trigger ________Blank in teens. Facebook envy fear of missing out social isolation Facebook depression

Facebook depression

For all intents and purposes, advertising and public relations are the same endeavor. T or 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 or F

False

_______Blank is a derogatory, but common, name sometimes applied to public relations professionals. Stooge Flack Hustler Information specialist

Flack

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

Martin

Reacting to increasing public criticism and FTC scrutiny in the 1970s, the ad industry established the ______Blank to monitor potentially deceptive advertising. Association of National Advertisers Advertising Federation of America American Association of Advertising Agencies National Advertising Review Board

National Advertising Review Board

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

Nielsen.

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

Nipkow disc.

In 1962, _____________Blank 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. Steve Jobs John Mauchly Paul Allen Paul Baran

Paul Baran

______ advertising is the advertising of products by stores like Sears and Macy's. It is typically local, reaching consumers where they live and shop. National consumer Trade Retail Institutional

Retail

___________ accounts for the greatest proportion of online ad spending. Video advertising Banner ads Rich media Search marketing

Search marketing

the ______ government ruled that inserting commercial breaks into televised movies at a particular dramatic moments compromises the integrity of the film, and is punishable by fine

Swedish

Democracy requires a free press T OR R

T

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 or F

T

In the free-press-fair-trial debate, the First and Sixth Amendments conflict. T or F

T

Nonlinear TV is watching television on our own schedules, not the programmer's. T or F

T

The first corporate public relations department was started by Westinghouse T or F

T

The first successful commercial computer, used in the 1950s by the Census Bureau, was UNIVAC. T or F

T

The libertarian model of press control is based on the self-righting principle.

T

The modern era of public relations is characterized by advanced two-way communication. T or F

T

Tim Berners-Lee developed the hypertext transfer protocols (HTTP). T or F

T

When a social media site removes the pages of a group that consistently violates its terms of use that group has been deplatformed.

T

At the outbreak of World War II, several national advertising and media associations joined to develop the ______Blank and used their expertise to promote numerous government programs. War Advertising Council Better Business Bureau National Advertising War Council Consumer Union

War Advertising Council

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 the modern technological era. the laissez-faire approach. advanced two-way communication. the cyberage.

advanced two-way communication.

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.

The normative theory that calls for the subjugation of media for the purpose of serving the government is the _____________Blank 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 primary abacus plenary

binary

A recent trend in advertising is the proliferation of __________Blank, smaller, more personalized, and task-specific ad agencies. designer agencies craft shops mini-shops boutique agencies

boutique agencies

Advertising that touts the functional benefits of a product or service is ______ advertising. marketing demonstrative associative brand

brand

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

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. administration creative media account relations

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 ______Blank segmentation. psychographic zip code phylographic demographic

demographic

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

digital divide.

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

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

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

early window

There are many publics with whom PR professionals interact, including an organization's _____________Blank with company newsletters, social events, and internal and external recognition of superior performance. stockholders employees media communities

employees

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

extended real-life hypothesis.

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

fair use.

among the regulatory requirement's that disappear 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.

fairness doctrine

Slander typically applies to the false and malicious publication of material that damages a person's reputation.

false

The dual-factor model of social media use claims our engagement with social media is motivated by the need to belong and the need to not miss out. to stay current. for self-esteem. for self-presentation.

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 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

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 three 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 dual factor model of social media use. idealized virtual identity hypothesis. fear of missing out. extended real-life hypothesis.

idealized virtual identity hypothesis.

Among the criticisms of advertising is its ______Blank, the fact that ads are everywhere—in schools, on sidewalks, even in the sky. deceptiveness intrusiveness exploitativeness crassness

intrusiveness

the false and malicious publication of material that damages a persons 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 public affairs. promotion. publicity. lobbying.

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 _____________Blank through press packets and briefings. employees communities stockholders media

media

a cultures 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 promotion. lobbying. community relations. minority relations/multicultural affairs.

minority relations/multicultural affairs.

When most brands in a given product category are essentially the same, they are called ______Blank products. USP parity niche familial

parity

Illegally operated radio stations broadcasting to English audiences from offshore or foreign facilities during the 1960s were called

pirate stations

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 paid for by advertisers. produced by ad agencies for their clients. free of advertising. subject to advertiser approval.

produced by ad agencies for their clients.

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

pseudo-event.

Creating advertising to appeal to consumer groups of varying lifestyles, attitudes, values, and behavior patterns is called ______segmentation. psychographic demographic zip code phylographic

psychographic

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

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 customers targets clients

publics

One of the difficult issues in the regulation of advertising is finding the line between false or deceptive advertising and ______Blank, that little lie that makes advertising more entertaining than it might otherwise be. clutter bending puffery fudging

puffery

President Franklin D. Roosevelt made impressive use of which medium as a public relations tool to sell his New Deal directly to the people? talking movies mass-circulation newspapers mass-circulation magazine radio

radio

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

shield law

Ethical PR professionals reject ______ outright lying or obfuscation. spin. misinformation. half-truth. deception.

spin.

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

spliternet

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. employees communities media stockholders

stockholders

in international broadcasting, an operation established by one country to substitute for another's own domestic service is called

surrogate service

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

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 the introduction of radio the Spanish-American War the freeing of the slaves

the Civil War

The first publicity company, _____________Blank, was established in 1906 to help the railroad industry challenge legislation it opposed. Lord and Thomas the New York World N. W. Ayers & Sons the Publicity Bureau

the Publicity Bureau

Among the world's leading 46 democracies, the news media in ______Blank are the least trusted by their citizens.

the United States

which of the following theories explains how attitudes are formed, shaped, and changed through communication and how those attitudes influence behavior?

the attitude change theory

Clandestine broadcasting truly flowered during

the cold war

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

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 ______Blank in 1914. the establishment of the Federal Trade Commission demands from magazines for more ethical operation falling profits demands from consumers

the establishment of the Federal Trade Commission

The chinese media system is based on that of

the former Soviet Union.

During the Great Depression, many advertisements began making direct claims about why consumers needed the products, a technique called the hard sell. psychographics. polygraphics. puffery.

the hard sell.

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 video-on-demand. the rise of cable. the lack of network programs. the rise in syndication.

the rise of cable.

The Number 1 reason people employ adblockers on their digital devices is the sheer number of ads. to stop battery drain. their intrusiveness. they block wanted text.

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 ______Blank 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. to circumvent FCC all-channel rules. to challenge the over-the-air broadcasters. to deliver pay-per-view movies.

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

A product's ______ is what sets it apart from other brands in the same product category. return on investment forced exposure unique selling proposition accountability metrics

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

the agenda setting theory

which of the following theories argues that media do not tell us what to think, but what to think about?

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

younger viewers.