Intro to Mass Media Final

The basic model of human communication includes:
A. Source, massage, channel, feedback
B. Source, transmitter, channel, receiver
C. Source, transmitter, noise, receiver
D. Source, message, channel, receiver

D. Source, message, channel, receiver

Gatekeepers:
A. Sigourney Weaver's character in "Ghostbusters."
B. Determine what messages will be delivered to media consumers.
C. Determine what messages won't be delivered to media consumers.
D. B&C

D. B&C

In what ways does mass communication differ from interpersonal communication?
A. There's direct feedback in interpersonal communication, not in mass communication.
B. There's direct feedback in mass communication, not in interpersonal communication.
C. Interpersonal communication uses a transmitter. Mass communication does not.
D. A&C.

A. There's direct feedback in interpersonal communication, not in mass communication.

The "American Empire" refers to:
A. The war in Iraq.
B. The extent the U.S. dominates the media across the globe.
C. The lack of foreign-produced media programming in the U.S.
D. Imposing the American culture on other countries.

B. The extent the U.S. dominates the media across the globe.

One country's culture imposed on another country is referred to as:
A. The American Idol Effect.
B. American Empire
C. Big business.
D. Cultural Imperialism.

D. Cultural Imperialism.

Vertical Integration:
A. Owning various stages of production and distribution of a product.
B. Large companies that own many different types of businesses.
C. Owning many different types of business that can logically work in synergistic ways.
D. The company is in a really tall building.

A. Owning various stages of production and distribution of a product.

Horizontal Integration:
A. Owning various stages of production and distribution of a product.
B. Large companies that own many different types of businesses.
C. Owning many different types of business that can logically work in synergistic ways.
D. The company makes tabletops.

C. Owning many different types of business that can logically work in synergistic ways.

The U.S. Media and the U.S. government are interrelated in the following ways:
A. Media businesses are subject to government regulation.
B. The media act as a government watchdog.
C. Political campaigns now largely take place through the media.
D. All the above
E. A&C

D. All the above

An Impact Issue is:
A. How media influences society.
B. About law and regulation.
C. The morality of the media.
D. All of the above.
E. None of the above.

A. How media influences society.

Economic Clout means:
A. People who watch TV fund the industry through the products they buy.
B. Only people who can afford TVs are important to the industry.
C. Advertising campaigns target the rich.
D. All of the above.

A. People who watch TV fund the industry through the products they buy.

Investigating and reporting on actual things in the world through observation is ________ research:
A. Laboratory.
B. Conceptual.
C. Empirical.
D. Philosophy-based.

C. Empirical.

Qualitative research:
A. Studies the numbers garnered from research groups.
B. Is theory-based.
C. Is used in Empirical research.
D. Is never used in mass media studies.

B. Is theory-based.

A hypothesis:
A. Is a tentative prediction made to test the logical consequences of a theory.
B. Is a tentative prediction made to test the already proven consequences of a theory.
C. Is the final part of your research.
D. An experiment.

A. Is a tentative prediction made to test the logical consequences of a theory.

A leading question:
A. Is the preferred question to ask in a survey.
B. One that makes the questioned answer yes or no.
C. Is a good way to get an honest answer.
D. Tells the questioned how they're expected to answer.

D. Tells the questioned how they're expected to answer.

Propaganda:
A. Is a message designed to change the social attitudes of a large number of disconnected individuals.
B. Is a message designed to change the social attitudes of a large number of connected individuals.
C. Is only used during wartime.
D. Is never used during wartime.

A. Is a message designed to change the social attitudes of a large number of disconnected individuals.

Content analysis:
A. Is designed to give a yes or no answer.
B. Is something you want to leave out of your research.
C. Is comparing your survey and study results to see if your hypothesis was correct.
D. Is unnecessary.

C. Is comparing your survey and study results to see if your hypothesis was correct.

This was the first study that looked for the effects mass media had on the general public:
A. The Iowa Hybrid Corn Studies.
B. The Payne Fund Studies.
C. The 1940 Presidential Election
D. The Chapel Hill Study

B. The Payne Fund Studies.

The Two-Step Flow of Communication involves:
A. A sender and receiver.
B. A radio and an audience.
C. Media content and the general public.
D. Media content and opinion leaders.

D. Media content and opinion leaders.

The Magic Bullet Theory has never been disproved.
A. True
B. False

B. False

Journalists were the main culprits of propaganda during the late 1800s and early 1900s.
A. True
B. False

A. True

The first paper was:
A. Rocks
B. Papyrus
C. Parchment
D. Linen

B. Papyrus

A codex was:
A. A Roman word for "scroll."
B. A cheap watch
C. The first book
D. A forum for a Roman town crier

C. The first book

Technological Determinism is:
A. When the introduction of new technology doesn't change society.
B. When stolen technology is introduced into a society.
C. When the introduction of new technology changes society, D. sometimes in expected ways.
D. When the introduction of new technology changes society, sometimes in unexpected ways.

D. When the introduction of new technology changes society, sometimes in unexpected ways.

The printing press changed society:
A. By increasing literacy
B. By challenging authority
C. By increasing jobs
D. 1&2
E. 1&3

D. 1&2

During the early 1800s, ______________ helped mold the future of mass communication:
A. The Industrial Revolution
B. The American Revolution
C. The Green Revolution
D. Prince and the Revolution

A. The Industrial Revolution

It was an early form of paperback:
A. The chapbook.
B. The penny novel.
C. The nickel nove.
D. None of the above.

A. The chapbook.

Which of the following paved the way for affordable books:
A. The high-speed, steam-powered rotary press
B. Inexpensive wood pulp
C. The linotype machine
D. All of the above.
E. None of the above.

D. All of the above.

In regard to the publishing industry, Pulp fiction refers to:
A. A movie starring John Travolta and Samuel L. Jackson
B. A book with a heroic story, sexy cover, printed on cheap wood pulp.
C. A non-fiction book printed on cheap wood pulp.
D. Hardback fiction novels.

B. A book with a heroic story, sexy cover, printed on cheap wood pulp.

Forms of books today are:
A. Trade books, educational books, reference books, professional books, specialty books.
B. Trade books, educational books, reference books, sports books.
C. Mass-market hardback books, educational books, reference books, professional books, religious books.
D. Comic books, fiction books, non-fiction books, autobiographies.

A. Trade books, educational books, reference books, professional books, specialty books.

College students are:
A. Bibliophiles
B. Casual readers
C. Required readers
D. Asleep during class

C. Required readers

The first newspaper in America, "Publick Occurrences both Foreign and Domstick," lasted how many days:
A. One
B. Two
C. Five
D. 200

A. One

___________ kept colonial newspapers from publishing negative stories about the government:
A. Sedated Libel Laws
B. Seditious Libel Laws
C. Cetaceous Libel Laws
D. Cretaceous Libel Laws

B. Seditious Libel Laws

The John Peter Zenger trial established the first case of ________ in the New World:
A. Libel
B. Slander
C. Free speech
D. Free Willy

C. Free speech

Changes in newspapers, including the establishment of hard news, soft news, opinion pages and the ethnic press, began in the:
A. 1600s
B. 1700s
C. 1800s
D. 1900s

C. 1800s

Benjamin Day, publisher of the New York Sun, wanted to prove a newspaper could survive on what?
A. Bread alone
B. Advertising revenue
C. Circulation revenue
D. Kiosk sales
E. None of the above

B. Advertising revenue

Yellow Journalism got its name from:
A. Cheap wood-pulp paper that quickly yellowed.
B. A prominent newspaper publisher named William Yellow Hearst.
C. The cowardly way reporters of the day behaved.
D. A cartoon character.

D. A cartoon character.

Personal journalism:
A. Focused on sex, violence, action and exaggeration
B. Focused on what the publisher wanted in the paper
C. Sensationalism
D. Began the era of Yellow Journalism
E. All of the above

E. All of the above

The Hearst/Pulitzer newspaper battle in New York resulted in the:
A. Spanish-American War
B. War of 1812
C. Civil War
D. Mexican-American War

A. Spanish-American War

Newspapers have traditionally been the largest and most influential of all mass media news operations.
A. True
B. False

A. True

The Stamp Act greatly benefited colonial newspapers.
A. True
B. False

B. False

A magazine is:
A. A collection of information put out at regular intervals.
B. A collection of information put out at irregular intervals.
C. A collection of drawings put out at regular intervals.
D. None of the above

A. A collection of information put out at regular intervals.

The first magazine was:
A. General Magazine
B. Ladies' Home Journal
C. Edifying Monthly Discussions
D. American Magazine

C. Edifying Monthly Discussions

The first magazine in America was:
A. General Magazine
B. Ladies' Home Journal
C. Edifying Monthly Discussions
D. American Magazine

D. American Magazine

Most early magazines failed:
A. Because they were published by printers, not writers.
B. Because they were expensive and considered luxuries.
C. Because they weren't general enough.
D. Because they were too general.

B. Because they were expensive and considered luxuries.

Publisher Frank Munsey changed the perception of a magazine as a luxury by:
A. Supporting the magazine solely on advertising revenue.
B. Selling the magazine by subscription.
C. Lowering the price from 35 cents a copy to 10 cents.
D. Introducing color photographs.

C. Lowering the price from 35 cents a copy to 10 cents.

The three types of magazines:
A. Customer, Trade Public Relations
B. Customer, Public Relations, Journals
C. Consumer, Public Relations, Comic Books
D. Consumer, Trade, Public Relations

D. Consumer, Trade, Public Relations

The largest group of consumer magazines is:
A. Sports and Outdoors
B. Entertainment
C. Men's
D. Women's

D. Women's

Muckrakers:
A. Were reporters who used investigative reporting to uncover social injustices.
B. Were reporters who used feature reporting to point out fashion faux paus of the stars.
C. Were reporters who used yellow journalism to start the Spanish-American War.
D. Worked on hog farms.

A. Were reporters who used investigative reporting to uncover social injustices.

Magazine advertising is important to professional journals because it gives readers the impression that stories are written with the advertiser in mind.
A. True
B. False

B. False

The Internet has done more harm to the magazine industry than it has good.
A. True
B. False

B. False

The first motion pictures came about from:
A. The Lumiere brothers in Paris, France.
B. Thomas Edison's Kronograph.
C. Nikola Tesla's Alternating Current.
D. A race horsing bet.

D. A race horsing bet.

The motion picture projector was invented by:
A. Nikola Tesla
B. The Lumiere brothers
C. George Eastman
D. Eadweard Muybridge

B. The Lumiere brothers

The motion picture camera could not have been possible if not for Flexible celluloid film, invented by:
A. Thomas Edison
B. The Lumiere brothers
C. George Eastman
D. Louis Daguerre

C. George Eastman

Edison's first movie projector was called:
A. Kinetoscope
B. Nickelodeons
C. Lumieroscopes
D. Kromograms

A. Kinetoscope

The Trust:
A. Was a monopoly working under restraint of trade.
B. Made it possible for all movie makers to act independently of a central organization.
C. Made it possible for movie technology to become standardized.
D. B&C

A. Was a monopoly working under restraint of trade.

A movie style that focuses on weird for the sake of weird is:
A. Soviet Social Realism
B. German expressionism
C. French Surrealism
D. Italian Neoreaslism

C. French Surrealism

The Golden Age of Movies lasted from:
A. 1930-1950
B. 1920-1950
C. 1920-1960
D. 1930-1960

A. 1930-1950

Silent filmmakers were enthusiastic to make "talkies" because:
A. They felt talking movies would be around forever.
B. They felt "talkies" would heighten the artistic integrity of the film.
C. "Talkies" were relatively inexpensive to produce.
D. All of the above
E. They were never enthusiastic about "talkies."

E. They were never enthusiastic about "talkies."

Television helped bring the movie industry to its knees.
A. True
B. False

A. True

A gaffer and a best boy are not the same thing.
A. True
B. False

A. True

Sheet music was developed around 1000 AD by:
A. Renaissance composers
B. The French
C. The Church, to preserve religious music
D. The opera

C. The Church, to preserve religious music

William Lear developed:
A. The airline industry
B. The car radio and 8-track tape
C. The Victrola.
D. Vinyl records and audiocassette tapes

B. The car radio and 8-track tape

The first video format war was between:
A. RCA and Ampex
B. Sony and JVC
C. Edison and Berliner
D. Zworkykin and Edison

A. RCA and Ampex

During the Great Depression, record sales suffered because:
A. Radios were expensive
B. People were hesitant to buy new technology
C. People could get their entertainment from radio for free; if they wanted more music they had to buy new record albums
D. It didn't suffer

C. People could get their entertainment from radio for free; if they wanted more music they had to buy new record albums

The first Rock n Roll hit was:
A. "Blue Suede Shoes," by Elvis Presley
B. "Chantilly Lace," by The Big Bopper
C. Crazy Man Crazy," by Bill Haley
D. "La Bamba," by Ritchie Valens.

C. Crazy Man Crazy," by Bill Haley

__________ developed the first magnetic audio recording tape and video recording tape for the U.S.:
A. Thomas Edison
B. Vladimir Zworkykin
C. Emile Berliner
D. Nikola Tesla

B. Vladimir Zworkykin

The popularity of sheet music forced the U.S. government to:
A. Pass laws regulating the phonograph
B. Levy a tax on Nickelodeons
C. Require street musicians to pay royalties to composers
D. Include music in its copyright laws

D. Include music in its copyright laws

The advertising industry was never able to adjust to the advent of the VCR.
A. True
B. False

B. False

The jukebox had a major effect on record sales during the Great Depression.
A. True
B. False

A. True

Recording artists are usually successful.
A. True
B. False

B. False

The Golden Age of Radio was from:
A. The 1920s to the 1940s.
B. The 1920s to the 1950s.
C. The 1930s to the 1940s.
D. The 1940s to the 1960s.

C. The 1930s to the 1940s.

The transistor allowed the radio to become:
A. A fixture in every household.
B. Portable.
C. Popular.
B. A source of unrest in traffic.

B. Portable.

Station owners and advertisers liked formatting because it:
A. Created listener loyalty.
B. Created a target audience.
C. Allowed for few employees.
D. A&B.
E. None of the above

D. A&B.

The Top 40 radio format was invented by two station owners who got their idea:
A. From their children.
B. From a rock song.
C. From an academic study.
D. From a bar jukebox.

D. From a bar jukebox.

The first radio scandal involved DJs and:
A. Payola.
B. Granola.
C. Promotion.
D. Insider trading.

A. Payola.

William Paley grew the CBS network by:
A. Undercutting NBC's affiliate cost and stealing NBC's talent.
B. Funneling money from his father's cigar business into the network.
C. Offering social commentary not usually included in NBC broadcasts.
D. None of the above.

A. Undercutting NBC's affiliate cost and stealing NBC's talent.

Because of "The War of the Worlds" broadcast, Congress enacted new rules on programs presented as newscasts.
A. True
B. False

A. True

The most popular radio format is talk radio.
A. True
B. False

A. True

David Sarnoff thought radio was just a fad.
A. True
B. False

B. False

The Supreme Patent Court of the USA recognizes Guglielmo Marconi as the father of radio.
A. True
B. False

B. False

________ was trying to invent television while working for Westinghouse:
A. Vladimir Zworkykin.
B. Thomas Edison, father of recorded sound and the movies.
C. Philo T. Farnsworth, a potato farmer's son.
D. Thomas Conrad, who also invented FM radio.

A. Vladimir Zworkykin.

Although the first commercial station was put on the air by David Sarnoff in 1932, TV didn't take off for the following reasons:
A. WWII.
B. Elite stage.
C. Radio had all the programming people wanted.
D. All the above.

D. All the above.

The original standard resolution for American television was ______ lines:
A. 515.
B. 625.
C. 715.
D. 525

D. 525

In 1941, the fledgling television industry adopted the following standards:
A. 515 lines of resolution.
B. Color.
C. 12 frames per second.
D. None of the above.

D. None of the above.

The first four TV networks were:
A. ABC, CBS, NBC, DuMont.
B. NBC Blue, NBC Red, CBS, ABC.
C. ABC, CBS, NBC, Mutual.
D. There were only three.

A. ABC, CBS, NBC, DuMont.

The Golden Age of television, during which time shows like The Honeymooners, Superman and Leave it to Beaver ran, was from ________:
A. 1932-1945.
B. 1948-1958.
C. 1940-1960.
D. 1930-1960.

B. 1948-1958.

Cable TV started:
A. In the 1950s. TV manufacturers wanted to sell TV sets to people who didn't get reception, so cable TV gave them reception.
B. As a drunken bar bet.
C. As a way to better integrate programming across the country.
D. As a way to unseat The Big Three.

A. In the 1950s. TV manufacturers wanted to sell TV sets to people who didn't get reception, so cable TV gave them reception.

A rating is the:
A. Same thing as a share.
B. Percentage of homes actually watching a particular program.
C. Percentage of TVs left on all night.
D. Percentage of homes with televisions tuned to a particular channel at a particular time.

D. Percentage of homes with televisions tuned to a particular channel at a particular time.

Local stations qualify as network affiliates.
A. True
B. False

A. True

The word "public" was used in PBS instead of "educational" because the word "education" turns people off.
A. True
B. False

A. True

Personal computers have been around since:
A. The 1960s.
B. The 1970s.
C. The 1980s.
D. The 1990s.

C. The 1980s.

The Internet was devised after the following historical event made it necessary:
A. World War II.
B. The Vietnam War.
C. The Korean War.
D. The Cuban Missile Crisis.

D. The Cuban Missile Crisis.

The first military incarnation of the Internet was:
A. Usenet.
B. CompuServe.
C. ARPANET.
D. AOL.

C. ARPANET.

The first civilian incarnation of the Internet was:
A. Usenet.
B. CompuServe.
C. ARPANET.
D. AOL.

A. Usenet.

The United States posts _____ of the world's Internet traffic:
A. 25 percent.
B. 50 percent.
C. 75 percent.
D. 95 percent.

B. 50 percent.

Computers have been around since:
A. Electricity made computing possible.
B. The Commodore 64.
C. The abacus.
D. The 1800s.

C. The abacus.

Compared to other forms of media, the Internet is:
A. More reliable.
B. Personalized.
C. Slower.
D. Less expensive.

B. Personalized.

E-Commerce means:
A. Applying for credit cards online.
B. Playing MMORPGs.
C. Paying for site content.
D. Buying and selling online.

D. Buying and selling online.

The military invented the Internet because they wanted a communications device with no central control.
A. True
B. False

A. True

The first form of computer was the pocket calculator.
A. True
B. False

B. False