Media & Society
The history of public relations is divided into four stages—early public relations, the propaganda-publicity stage, early two-way communication, and Multiple Choice advanced two-way communication. the laissez-faire approach. the cyberage. the modern technological era.
Advanced two-way communication
______ 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. Multiple Choice Advertising Public relations Promotion Puffery
Advertising
__________ refers to a fake grassroots organization; that is, one funded in secret by those with a vested interest in the issue at hand. Multiple Choice Spin Astroturf VNR Greenwashing
Astroturf
Britain's external service is the Multiple Choice ITVA. BBC. B-SkyB. VOA.
BBC
Computers that reduce information to a code made up of the digits 1 and 0 for storage and manipulation are using a(n) _____________Blank code. Multiple Choice binary plenary abacus primary
Binary
A recent trend in advertising is the proliferation of __________Blank, smaller, more personalized, and task-specific ad agencies. Multiple Choice mini-shops designer agencies boutique agencies craft shops
Boutique Agencies
Advertising that touts the functional benefits of a product or service is ______ advertising. Multiple Choice marketing brand associative demonstrative
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. Multiple Choice the Red Lion Decision Near v. Minnesota Chandler v. Florida New York Times v. Sullivan
Chandler v. Florida
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. Gottfried Leibnitz Charles Babbage John Napier Blaise Pascal
Charles Babbage
Sesame Street is produced by the Multiple Choice Public Broadcasting System. Jim Henson Company. National Broadcasting Company. Children's Television Workshop.
Children's Television Workshop
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. Multiple Choice creative account relations media administration
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 Multiple Choice cultural imperialism. the New World Information Order. satellite imperialism. media transfer.
Cultural Imperialism
Creating advertising to appeal to audiences of varying personal and social characteristics, such as race, gender, and economic level, is called ______segmentation. Multiple Choice psychographic demographic phylographic zip code
Demographic
Originated by Marshall McLuhan, the ________ is the idea that new communication technology will permit people to become increasingly involved in one another's lives. Multiple Choice Western concept development concept global village revolutionary concept
Development concept
The lack of technological access among people of color, the poor, the disabled, and those living in rural areas is called the Multiple Choice technology gap. information slow lane. information gap. digital divide.
Digital Divide
People who have never known a world without the Internet are known as Multiple Choice digital natives. Generation X. baby boomers. Generation Y.
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? Multiple Choice attitude change theory dissonance theory two-step flow theory limited effects theory
Dissonance theory
Radio came to China via an American reporter named _____________Blank, who established an experimental radio station there in 1923. Multiple Choice E. C. Osborn Carl Bernstein Frank "Sully" Sullivan Richard Brent
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. Multiple Choice ENIAC ARPA UNIVAC Colossus
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. Multiple Choice Edward Bernays George Creel Ivy Lee Mason Weems
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. Multiple Choice Development concept Electronic colonialism theory Cultural imperialism Revolutionary concept
Electrical colonialism theory
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. Multiple Choice media communities employees stockholders
Employees
______ refers to the melding of brands and experiences. Multiple Choice Corrective advertising Marketing Experiential marketing Rich media
Experimental Marketing
The idea that we use social media to communicate our actual identities is the Multiple Choice dual factor model of social media use. fear of missing out. extended real-life hypothesis. idealized virtual identity hypothesis.
Extended real-life hypothesis
The intensity of the online world can sometimes trigger ________Blank in teens. fear of missing out Facebook envy social isolation Facebook depression
Facebook Depression
Instances in which copyrighted material may be used without permission or payment are referred to as Multiple Choice listservs. commodification of information. fair use. blogs.
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 or F
False
Advertising provides the primary source of financial support for Britain's BBC. T or 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 or 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 or F
False
Directly interacting with elected officials or government regulators is the public relations activity known as community relations. T or F
False
Facebook depression is not recognized by the American Academy of Pediatrics. T or F
False
For all intents and purposes, advertising and public relations are the same endeavor. T or F
False
Most media professionals favor licensing of media practitioners if it will produce higher standards of operation. T or F
False
Slander typically applies to the false and malicious publication of material that damages a person's reputation. T or 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 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. Multiple Choice Information specialist Flack Stooge Hustler
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 Multiple Choice to stay current. to not miss out. for self-presentation. for self-esteem.
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. Multiple Choice fragmented normalized dramatized personalized
Fragmented
The Supreme Court, in its decision in ______Blank, 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." Multiple Choice Schenck v. United States Time, Inc. v. Hill Valentine v. Chrestensen Gitlow v. New York
Gitlow v. New York
Which one of the following will you not see on a Saudi Arabian broadcast of The Simpsons? Multiple Choice Bart eating a hamburger Marge cooking fish Lisa playing the sax Homer drinking a Duff Beer
Homer drinking a Duff beer
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 Multiple Choice limited effects theory. cultural theory. hypodermic needle theory. mass society theory.
Hypodermic needle theory
The idea that social media users tend to show idealized characteristics that don't represent who they are is the Multiple Choice extended real-life hypothesis. fear of missing out. idealized virtual identity hypothesis. dual factor model of social media use.
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. Multiple Choice deceptiveness crassness intrusiveness exploitativeness
Intrusiveness
When PR professionals directly interact with elected officials or government regulators and agents, they are engaging in Multiple Choice lobbying. publicity. promotion. public affairs.
Lobbying
The American surrogate service transmitting into Cuba is Radio and Television Multiple Choice VOA. AFRTS. COMSAT. Marti.
Marti
PR professionals interact with the _____________through press packets and briefings. Multiple Choice stockholders media employees communities
Media
Media effects on individuals are said to be Multiple Choice macro-level effects. transmissional effects. micro-level effects. ritual effects.
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 Multiple Choice minority relations/multicultural affairs. community relations. lobbying. promotion.
Minority relations/multicultural affairs
Reacting to increasing public criticism and FTC scrutiny in the 1970s, the ad industry established the ______ to monitor potentially deceptive advertising. Multiple Choice Advertising Federation of America National Advertising Review Board Association of National Advertisers American Association of Advertising Agencies
National Advertising Review Board
The primary collector and reporter of television ratings is a company known as Arbitron. Equifax. Telecount. Nielsen
Nielson
The first workable device for generating electrical signals suitable for the transmission of a visual was the Multiple Choice Farnsworth connector. cathode ray tube. Baird's disc. Nipkow disc.
Nipkow disk
When most brands in a given product category are essentially the same, they are called ______Blank products. Multiple Choice USP parity niche familial
Parity
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. Multiple Choice Steve Jobs Paul Allen John Mauchly Paul Baran
Paul Baran
Radio Caroline and Radio Veronica are examples of Multiple Choice external services. exogenous stations. pirate stations. indigenous stations.
Pirate stations
An event staged specifically to attract public attention is a Multiple Choice photo op. managed moment. pseudo-event. nonevent.
Pseudo-event
Creating advertising to appeal to consumer groups of varying lifestyles, attitudes, values, and behavior patterns is called ______Blank segmentation. Multiple Choice demographic zip code phylographic psychographic
Psychographic
The public relations activity of getting media coverage for clients is called Multiple Choice publicity. public affairs. promotion. 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. Multiple Choice 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. Multiple Choice puffery fudging bending clutter
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? Multiple Choice mass-circulation magazines mass-circulation newspapers radio talking movies
Radio
_____ advertising is the advertising of products by stores like Sears and Macy's. It is typically local, reaching consumers where they live and shop. Multiple Choice Retail Trade Institutional National consumer
Retail
___________ accounts for the greatest proportion of online ad spending. Multiple Choice Video advertising Banner ads Search marketing Rich media
Search Marketing
Legislation that expressly protects reporters' rights to maintain sources' confidentiality in court is called a Multiple Choice shield law. public domain. moral agent. prior restraint.
Shield Law
Ethical PR professionals reject _______, outright lying or obfuscation. Multiple Choice misinformation. deception. half-truth. spin.
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. Multiple Choice employees stockholders communities media
Stockholders
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. Multiple Choice Chinese German French Swedish
Swedish
The sale of programs to local stations on a market-by-market basis is syndication. carrying. reciprocation. clearing time.
Syndication
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. Multiple Choice sciences hypotheses theories assumptions
Theories
The Supreme Court turned the ________ analogy against NBC, declaring that the FCC had the right to judge content. Multiple Choice traffic cop wise teacher moral agent concerned agent
Traffic Cop
Democracy requires a free press. T or F
True
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
True
In the free-press-fair-trial debate, the First and Sixth Amendments conflict. T or F
True
Nonlinear TV is watching television on our own schedules, not the programmer's. T or F
True
The first corporate public relations department was started by Westinghouse. T or F
True
The first successful commercial computer, used in the 1950s by the Census Bureau, was UNIVAC. T or F
True
The libertarian model of press control is based on the self-righting principle. T or F
True
The modern era of public relations is characterized by advanced two-way communication. T or F
True
Tim Berners-Lee developed the hypertext transfer protocols (HTTP). Group starts T or 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 or F
True
A product's ______Blank is what sets it apart from other brands in the same product category. Multiple Choice accountability metrics return on investment unique selling proposition forced exposure
Unique selling proposition
Which of the following theories argues that media don't do things to people; rather, people do things with media? Multiple Choice agenda setting theory limited effects theory attitude change theory uses and gratifications theory
Uses and gratifications theory
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. Multiple Choice Better Business Bureau War Advertising Council National Advertising War Council Consumer Union
War Advertising Council
Overall television viewing for every age group continues to decline year-to-year, with the greatest drop off for young children under parental supervision. older, more urban people. older, more rural people.Incorrect younger viewers.
Younger Viewers
In international broadcasting, an operation established by one country to substitute for another's own domestic service is called Multiple Choice a surrogate service. an indigenous service. an exogenous service. a pirate service.
a surrogate service
When a media outlet distributes content with knowledge of its falsity or a reckless disregard for the truth, it has acted with Multiple Choice lack of privilege. due cause. actual malice. prior restraint.
actual malice
Proponents of the global village consider a benefit to be all except which of the following? Multiple Choice the world community coming closer together a global culture with new subcultures a profit for content creators and adopters all cultures viewing only American content
all culture viewing only American content
Those against the global village say that a negative consequence will be Multiple Choice all global content coming from a small handful of firms. fewer television channels across all countries. more stereotyping against others' cultures. less educational programming for children.
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 _____________ concept. Multiple Choice authoritarian revolutionary development Western
authoritarian
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 Multiple Choice entertainment content. commercial media. clear and present danger. free press versus fair trial.
clear and present danger
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. Multiple Choice Western concept UNESCO Concept hybridization hypothesis McBride Report
hybridization hypothesis
The false and malicious publication of material that damages a person's reputation (typically applied to print media) is Multiple Choice libel. slander. Incorrect fair comment. privilege.
libel
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. Multiple Choice cultural theory mass society theory limited effects theory hypodermic needle theory
mass society theory
A culture's fundamental values are its Multiple Choice applied ethics. metaethics. moral agents. normative ethics.
metaethics
Illegally operated radio stations broadcasting to English audiences from offshore or foreign facilities during the 1960s were called Multiple Choice exogenous stations. external services. indigenous stations. pirate stations.
pirate stations
In the early days of radio—from the 1920s until well after World War II—programming was Multiple Choice produced by ad agencies for their clients. subject to advertiser approval. paid for by advertisers. free of advertising.
produced by ad agencies for their clients
The view of mass media as central to the maintenance of society over time and the representation of shared beliefs is the ______ perspective. Multiple Choice micro-level transmissional ritual macro-level
ritual
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 Multiple Choice wave of connective action. Tower of Babel. splinternet. nationnet.
splinternet
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. Multiple Choice the introduction of radio the Civil War the freeing of the slaves the Spanish-American War
the Civil War
Clandestine broadcasting truly flowered during Multiple Choice the Cold War. World War II. the Great Depression. World War I.
the Cold War
The first publicity company, _____________Blank, was established in 1906 to help the railroad industry challenge legislation it opposed. Multiple Choice the New York World the Publicity Bureau N. W. Ayers & Sons Lord and Thomas
the Publicity Bureau
Among the world's leading 46 democracies, the news media in ______ are the least trusted by their citizens. Multiple Choice the United States Iraq China France
the United States
Which of the following theories argues that media do not tell us what to think, but what to think about? Multiple Choice the gatekeeper theory the social construction of reality theory the agenda setting theory the symbolic interaction theory
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? Multiple Choice the two-step flow theory the attitude change theory the magic bullet theory the limited effects theory
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 Multiple Choice the rise of CBS as an industry power. the creation of the syndication industry. situation comedy in full color. the coming of comedy to network television.
the creation of the syndication industry
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 Multiple Choice subliminal effects. reinforcement. catharsis. the early window.
the early window
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. Multiple Choice falling profits demands from consumers demands from magazines for more ethical operation the establishment of the Federal Trade Commission
the establishment of the Federal Trade Commission
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. Multiple Choice clear and present danger ascertainment safe harbor the Fairness Doctrine
the fairness doctrine
The Chinese media system is based on that of Multiple Choice the former Soviet Union. Japan. the United States. Korea.
the former soviet union
During the Great Depression, many advertisements began making direct claims about why consumers needed the products, a technique called Multiple Choice psychographics. polygraphics. the hard sell. 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 Multiple Choice the rise in syndication. the rise of cable. the lack of network programs. video-on-demand.
the rise of cable
The Number 1 reason people employ adblockers on their digital devices is Multiple Choice they block wanted text. the sheer number of ads. their intrusiveness. to stop battery drain.
the sheer number of ads
When adults consume entertainment media, they intentionally accept as real what is put before them. This is known as Multiple Choice the open window. the willing suspension of disbelief. the stimulation model. catharsis.
the willing suspension of disbelief
At cable's inception, the primary goal of most cable television operations was Multiple Choice to challenge the over-the-air broadcasters. to deliver pay-per-view movies. to circumvent FCC all-channel rules. to improve the reception of distant signals.
to improve the reception of distant signals