MM 100
Critics argue that certain forms of advertising can have destructive consequences and should therefore be regulated. Which of the following is a critical issue in advertisingdiscussed in both the book and lecture?
All of the above: targeting children and teens, triggering anorexia and overeating, and promoting smoking and drinking
Which statement is true in regards to online and mobile advertising today?
All of the above: Advertising agencies develop consumer profiles that direct targeted advertisements to website visitors, Social media provide advertisers a wealth of data to mine, and Smartphones have allowed ads to be tailored by geolocation
This is a benefit of magazine companion sites:
All of the above: cuts the costs of paper, printing and postage, allows publishers to reach new and larger audiences, and gives magazines unlimited space, allowing publishers to do things that print version can't
Advertisers have long used a number of conventional persuasive strategies to get consumers to buy one company's products and services as opposed to another's. Which of the following is not a conventional persuasive strategy discussed in this week's lecture?
Show and tell approach
According to the textbook and lecture, which is not a quality of a story that journalists consider when deciding what information is newsworthy?
deceptiveness
This type of music reflected and shaped the complicated social and political changes occurring in the 1950s.
rock
This refers to leasing TV stations or cable networks the right to air TV shows.
syndication
Refers to the contrast between the information haves and the information have-nots.
the digital divide
During the 1830s, a number of forces transformed newspapers into an information source available to, and affordable for all. Which was not one of these forces?
the digital turn
By the mid-90s, this would revolutionize sound recording, leading to digital downloading and music streaming
the mp3 file format
A proliferation of informative and entertaining programs marked a golden age of radiofrom the late 1920s through the 1940s.
true
A radio broadcast in 1938 of War of the Worlds, narrated by Orson Welles, presented the martian-invasion story as a contemporary news bulletin. This prompted the FCC to call for stricter warnings before and during programs imitating the style of radio news.
true
According to the lecture: in the emerging terrain of digital video and Internet distribution, the ability of filmmakers to find audiences without major studio support is increasing.
true
According to the textbook and lecture, journalism is central to democracy. Both citizens and the media must have access to the information needed to make important decisions.
true
According to the textbook, movies function as consensus narratives - popular cultural products that provide us with shared experiences.
true
Battles over what artists should be allowed to say in a song and how they behave on stage speak to the heart of democratic expression.
true
Because of advertising's growing influence and fraudulent advertising practices, watchdog organizations such as the Better Business Bureau and the Federal Trade Commission were formed in 1913 and 1914, respectively.
true
Between 1930 & 1960, four trends contributed to the rise of modern media research: propaganda analysis, public opinion research, social psychology studies, and marketing research.
true
Brand names differentiate a company's product and image from its competitors
true
Brought on by the digital turn, the rise of independent labels and streaming are two of the biggest changes the music industry has ever seen.
true
By the 1960s and 70s, certain values in American journalism were identified as those that influenced how stories were covered (or not). They included: -Neutrality -Newsroom Diversity -Getting a Good Story -Getting a Story First -Getting a Story Right
true
Cable introduced the delivery of specialized information programming like CNN, and specialized entertainment programming like MTV.
true
Companies use small pieces of data stored on a user's device called cookies to collect information and then target users for advertising.
true
During an award speech by Taylor Swift in 2009, Kanye West jumped on stage, grabbed Taylor's award, and declared that Beyonce's video was better than hers. This is (generally speaking) an example of negative publicity for Kanye West.
true
Experiments with radio waves and electromagnetic waves in the late 1800s greatly advanced the development of wireless communication.
true
In 2011, the Supreme Court granted digital games First Amendment free-speech protections.
true
In addition to establishing a unique narrative style in its Golden Age, Hollywood developed distinct movie genres, categories in which conventions of characters, scenes, and themes recur in combination.
true
In the early 1900s, magazines allowed journalists to write in-depth about issues, crusading for social reform on behalf of the public good.
true
In theory, communication law cannot censor broadcast content, however, the government may punish broadcasters after the fact for indecency.
true
Issues of privacy and security are inherent risks that come with the interconnectivity of the Internet.
true
Journalists rely heavily on Public Relations work to provide the information used in creating news reports. This complex interdependence creates a tense relationship in which PR professionals believe they make journalists' jobs easier, while journalists argue that PR professionals selectively choose which facts to bring forward.
true
Magazines have long played a key role in America - today, more than 7,000 magazines circulate throughout the American market on an annual basis.
true
Market research assesses consumers' behaviors and attitudes concerning a product long before an agency develops any ads. Market research looks at a product's target market and target audience.
true
Media effects research attempts to understand, explain, and predict the effects of mass media on individuals and society.
true
Movies advanced to the mass medium stage with the introduction of narrative films in the late 1890s.
true
Net neutrality is the principle that every website and every user has the right to the same Internet network speed and access.
true
Online bookstores provide advantages to consumers such as convenience, low prices, and access to a wider selection of books.
true
Prior restraint refers to the government's inability to block any publication or speech before it actually occurs.
true
Public Relation's most significant impact on democracy may be its involvement in the political process. Many organizations hire PR specialists to favorably shape or reshape a candidate's image.
true
Social learning theory suggests a link between mass media and behavior involving a four-step process: attention, retention, motor reproduction, and motivation.
true
Streaming services like Netflix help cable and broadcast networks increase their audiences, but also represent competition for these same networks.
true
Studies have associated gaming addiction with increased incidence of depression, social phobias, and anxiety.
true
Technological advances (like Twitter) have revolutionized the speed and method by which people share information (and misinformation). This has not only allowed politicians to bypass journalists but has also sparked debates over what freedom of expression really means.
true
The continuing development of digital technology has fragmented television's audience by appealing to viewers' special and individual tastes and needs.
true
The digital gaming industry generates more global revenue than the music and movie industries combined.
true
The new must-carry rules implemented by the FCC in 1972 required all cable operators to carry all local TV broadcasts on their systems.
true
Tiered internet access would mean that you could be charged more for using data-heavy services like Netflix.
true
Today, streaming is the music industry's best means for controlling the music it sells.
true
Today, with so much specialization, magazines no longer foster a strong sense of national identity.
true
Two primary functions of Public Relations professionals are formulating the messageand conveying the message.
true
When it comes to our democracy, the news media play a particularly important role. Now more than ever, it is important for us to share with journalists, the watchdog role - critical consumers and engaged citizens who learn from the past, care about the present, and help navigate mass media's future.
true
When the nation's first daily paper began in 1784, readership was primarily confined to wealthy and educated men
true
Whereas advertising focuses mainly on sales, public relations develops or reshapes an image for a person, an organization, a product, a service, or an issue to make it more marketable or popular.
true
With its instant accessibility, the Internet offers Public Relations professionals many ways to communicate with the public.
true
Which was not invented during the entrepreneurial stage of film?
VHS
This media effects theory suggests that when the mass media focus their attention on particular events/issues, they determine what people discuss and pay attention to. Posits that the media don't tell us what to think, but they do tell us what to think about.
Agenda-setting theory
According to the book and lecture, what do media-relations specialists do?
All of the above
This term refers to advice, tips, and "cheats" related to gameplay.
Collective intelligence
Edward Bernays believed that skilled experts, leaders, and professionals can shape messages and ideas in ways people can rally behind. He described this shaping of public opinion through public relations as the engineering of ___________.
Consent
This is an unprotected form of expression that refers to appropriating a writer or artist's words, images, or music without consent or payment.
Copyright infringement
This media effects theory suggests that heavy television viewing leads individuals to perceive the world in ways consistent with television portrayals.
Cultivation effect
Which was not an innovation from the development stage of books?
E-book
This is a self-regulation system designed to inform parents of sexual and violent content in consumer video games that might not be suitable for younger players.
Entertainment Software Rating Board (ESRB)
Third-person effect suggests that those who believe their views on controversial issues are in the minority, will keep their views to themselves for fear of social isolation.
False
This refers to a portable video screen such as a mobile phone or portable media player allowing users to watch content whenever and wherever they want.
Fourth screen
This media effects theory suggests that an intended message is directly received and wholly accepted by the receiver.
Hypodermic needle model
Why was the Postal Act of 1879 important to the evolution of modern magazines?
It lowered postage rates, vastly reducing distribution costs.
This is an unprotected form of expression that refers to the defamation of someone's character in written or broadcast form.
Libel
Books moved into this stage with the invention of the printing press and the publishing industry.
Mass Medium
In terms of social gaming, MMORPG stands for:
Massively multiplayer online role playing games
This media effects theory suggests that a media message alone does not cause people to change their attitudes and behaviors
Minimal effects model
Which type of journalism distinguishes factual reports from opinion columns where reporters strive for a neutral attitude toward the issue/event?
Objective journalism
Released in 1972, this was the very first home video game system.
Odyssey
This piece of legislation led to the establishment of the Public Broadcasting Service (PBS).
Public Broadcasting Act of 1967
Which law helped bring order to the airwaves, requiring all radio stations to be licensed and assigned special call letters?
Radio Act of 1912
This law stated: licensed stations could use their channels as long as they operated to serve the "public interest, convenience, or necessity."
Radio Act of 1927
Which is not in the Big Three of video game console makers?
Sega
Which would not be considered as an alternative to the hugely attended, big-budget movies offered by the Hollywood studio system?
Summer blockbusters
Who wrote an open letter protesting Apple Music's 3-month free trial causing Apple to capitulate and pay royalties to artists during the trial period?
Taylor swift
This 1948 court ruling forced the big movie studios to gradually give up their theater businesses
The Paramount decision
Which of the following would not be considered a specialized magazine?
The Saturday Evening Post
The introduction of this helped transform the Internet into a mass medium.
The World Wide Web
Amazon had used its control over the e-book market as leverage to force publishers to lower their prices.
True
E-books demonstrate how digital technology can help even the oldest mass medium adapt and survive.
True
The ultimate value of books is their ability to encourage the exchange and exploration of ideas among a broad audience.
True
This media effects theory suggests that people actively engage in using media to satisfy various emotional or intellectual needs.
Uses and gratifications model
In the 1800s, the first Public Relations practitioners were press agents, people who conveyed favorable messages to the public about their clients (publicity). Which of the following is true about early press agentry?
Was an important tool for generating profits
The Gutenberg printing press made books smaller and cheaper to produce. Which of the following was a result of this very important invention from the fifteenth century?
all fo the above: a major change in how people learned was spared, new knowledge and viewpoints led to the challenging of traditional wisdom and customs, and ultimately encouraged the rise of democratic societies in which more citizens had a voice
According to the textbook, how do movie narratives impact our lives?
all of the above
After television emerged as a mass medium in the 1950s, what allowed the radio industry to transform its business model so it could continue to provide value for listeners?
all of the above
The "three pillars" of the film industry includes:
all of the above
The three main pay models for the video game industry includes:
all of the above
Types of social media include:
all of the above
What is a way in which radio has moved into the future and converged with digital technologies?
all of the above
What was an effect of the American quiz show scandals of the 1950s?
all of the above
Which of these areas of the music business does the textbook mention as essential to the industry?
all of the above making and selling the music, and dividing the profits
According to the textbook and lecture, why have mainstream journalists begun losing their credibility with the general public?
all of the above: the growth of partisanship in politics, the decline in traditional news audiences, and the rise of highly opinionated internet news blogs
How did advertising help transform American society by the early 20th century?
all of the above: Led to increase in sales, enabling stores to lower prices, Stimulated demand among consumers for more and more products, helping manufacturers create whole new markets, and Conveyed specific messages, helping shape and influence American values
Mass communication researchers developed models to describe different approaches to "free expression" distinguished by the freedoms granted to average citizens. They include:
all of the above: libertarian model, authoritarian model, and social responsibility model
With Internet convergence comes external changes, happening outside professional newsrooms, affecting how audiences consume and understand news - these changes include:
all of the above: social media, citizen journalism, and fake news
Which was a drawback of the first e-readers released in the 1990s?
all of the above: they were too expensive, too big and heavy, and the screens were difficult to read
Which is an example of a general-interest magazine?
all of the above: time, life, and reader's digest
Barnes & Noble transformed the book industry, shifting the business model from primarily buying books in stores to ordering them online.
false
By 1995, the Internet had evolved into a powerful commercial and social network; a many-to-many tool for communication.
false
By the turn of the 19th century, radio had become a new force in American life with the power to shape public opinion.
false
During the convergence stage of film, an English photographer named Muybridge used multiple cameras to take successive photographs of people and animals in motion
false
During the golden age of radio, programs did not reflect shifts in American culture, including attitudes about race and levels of tolerance for stereotypes.
false
Early TV programs were developed, produced, and supported by a single sponsor, which gave networks extensive power over what was shown on TV.
false
General-interest magazines appeal to narrower audiences and allow advertisers to tap into niche markets broken down by target audience.
false
In the U.S., the First Amendment does not limit the ability of the government to suppress material that would be published or broadcast, on the grounds that it is libelous or harmful.
false
Ivy Ledbetter Lee was a press agent who was the first to apply psychology and sociology to public relations.
false
Journalism does not really face serious challenges in today's media landscape.
false
Laws governing the use of cameras in a courtroom state that the presence of cameras makes a fair trial impossible.
false
Magazines started out in America in the early 1700s as periodicals that contained mostly political commentary.
false
Mass-production advances substantially lowering the cost of purchasing a television set did not contribute toward television becoming a mass medium in the 1950s.
false
PlayStation 4 was the best-selling video game console in 2020
false
Podcasting is the practice by which record promoters pay deejays to play particular records.
false
Pop music does not appeal to large segments of the general population.
false
Product placement refers to associating a product with a positive cultural value or image, even if there is little connection.
false
Psychographics is a research approach that categorizes consumers according to information like age, gender, occupation, ethnicity, education, and income.
false
Social media has not shortened the path of communication; now, it is more difficult for Public Relations professionals and their famous clients to communicate directly with their audience.
false
Specialized magazines cover a wide variety of topics aimed at a broad national audience.
false
Spiral of silence suggests that people believe others are more affected by media messages than they are themselves.
false
The association principle refers to strategically placing ads in movies, TV shows, etc. so they appear as part of the story's set environment.
false
The inverted pyramid is a journalistic style of writing that begins with the details and answers the most important questions at the bottom of the story.
false
Today, the only route to major success in the music industry is to sign with a major label.
false
We have moved from a read-write culture on the Internet to a read-only culture.
false
When a book becomes a movie or TV program, book sales are generally not affected.
false
Which is not a concern about the security of information, personal safety, and the appropriateness of content available on the Web.
media convergence
