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