quiz 5, chapter 1, Mass Communication in Canada, seventh edition, Oxford University Press Canada

Instructions: For each question, click on the radio button beside your answer. When you have completed the entire quiz, click the 'Submit my answers' button at the bottom of the page to receive your results.

Question 1:

Audience interpretations of media content are derived from ________.
a) the history of the audience member
b) the situation or context of consumption
c) media content
d) all of the above

Question 2:

The hypodermic or magic bullet theory of communication is based on ________ theory.
a) Marxist
b) behaviourist
c) libertarian
d) social responsibility

Question 3:

Conceiving of media–audience interaction as ‘effects’ ________.
a) causes researchers to neglect certain aspects of the interaction
b) is limiting because clear and unambiguous effects of media are difficult to identify in real life
c) narrows the scope of questions one might ask about such interactions
d) all of the above

Question 4:

Agenda setting research posits that ________.
a) media have a direct effect on people’s beliefs
b) media cultivate particular ideas and attitudes
c) media work selectively to draw people’s attention to particular events and circumstances
d) none of the above

Question 5:

Uses and gratifications research asks the question ________.
a) What do media do to audiences?
b) What do audiences do with media?
c) What use is the media to society?
d) How do we thank media producers?

Question 6:

Leading members of the Frankfurt School include ________.
a) Max Horkheimer
b) Theodore Adorno
c) Michel Foucault
d) both A and B

Question 7:

The Frankfurt school saw the products of the culture industry as ________.
a) destroying individuality and personal choice
b) empowering audiences to choose new forms of leisure
c) liberating America from Puritanism
d) both A and B

Question 8:

Feminist research focuses on ________.
a) the gendered nature of narratives
b) how cultural products normalize the oppression of women
c) what women enjoy in media products
d) all of the above

Question 9:

Industry audience analysis differs from academic audience analysis because it ________.
a) focuses on the economic value of audiences
b) uses qualitative analysis to research audiences
c) considers the social context of audiences
d) deals primarily with print media

Question 10:

Industry audience research offers little understanding of audience ________.
a) reach
b) demographics
c) size
d) understandings of media content

Question 11:

Research undertaken after a program is completed to measure its effectiveness is called ________.
a) demographic research
b) summative research
c) formative research
d) share research

Question 12:

In institutional audience research, ‘reach’ refers to ________.
a) the range of ages of audience members
b) the distance the signal of a broadcasting station extends
c) the percentage of audience members who tune in for some period of time
d) the period of time during which a program can be viewed

Question 13:

The idea that media content might be read from dominant, negotiated, or oppositional perspectives is associated with ________.
a) uses and gratifications
b) the Frankfurt School
c) British cultural studies
d) all of the above

Question 14:

‘Reception analysis’ focuses on ________.
a) audience responses to the media in a clinical or laboratory setting
b) how the quality of the media signal affects audience response
c) how to create messages that a target audience can easily understand
d) the broad social setting in which people receive the media

Question 15:

‘The poor are lazy’ is an ideological statement.
a) True
b) False

Question 16:

Culture is a set of ideas and values or ‘way of life’ through which people understand and relate to the conditions under which they live.
a) True
b) False

Question 17:

Cultivation analysis studies content for its abilities to cultivate particular ideas and attitudes in audiences and viewers.
a) True
b) False

Question 18:

Both the Frankfurt School and the Birmingham School claimed that individuals were manipulated by the products of mass culture.
a) True
b) False

Question 19:

British cultural studies began as a reaction to theories of the media that played down human agency.
a) True
b) False

Question 20:

No research has ever shown that the media have the power to induce audience members to act against their will.
a) True
b) False

Higher Education

Mass Communication in Canada, 7e: Chapter 5