quiz 9, 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:

The term ‘prosumer’ is a contraction of ________.
a) professional and consumer
b) producer and consumer
c) promoter and consumer
d) proponent and consumer

Question 2:

With their money, advertisers buy ________.
a) space
b) time
c) space and time
d) access to audiences

Question 3:

Advertising contains information about ________.
a) goods and services
b) corporate philosophy
c) social values
d) all of the above

Question 4:

Capital refers to ________.
a) the cash reserves of media companies
b) money invested with an expectation of return
c) the seat of provincial or national governments
d) the loan interest paid by media companies

Question 5:

The Canadian market is distinguished by ________.
a) the size of its landmass
b) the size of its population
c) its proximity to the United States
d) all of the above

Question 6:

Adam Smith’s ‘invisible hand’ in the marketplace works on the basis of ________.
a) self-interest
b) trickle-down economics
c) supply-side management
d) price controls

Question 7:

Canadian governments have entered the marketplace on the basis of ________.
a) self interest
b) public interest
c) compound interest
d) investors' interest

Question 8:

Market externalities are the costs and benefits of ________.
a) economic activity described in companies’ annual reports
b) governments’ economic interventions
c) economic activity not accounted for in business transactions
d) economic activity by crown corporations

Question 9:

Section 19 of the Income Tax Act pertains to ________.
a) tax credits for Canadian film and television producers
b) majority ownership of Canadian newspapers, magazines, and broadcasting stations
c) tax credits for foreign film and television producers on location in Canada
d) majority ownership of Canadian movie theatres, book retailers, and video stores

Question 10:

The media sector that comes closest to being governed exclusively by private enterprise is ________.
a) newspaper publishing
b) radio broadcasting
c) television broadcasting
d) cinema

Question 11:

If private ownership is motivated primarily by financial return, the motivation behind public ownership is ________.
a) industrial development
b) cultural development
c) national identity development
d) all of the above

Question 12:

Another name for chain ownership is ________.
a) monopoly
b) oligopoly
c) horizontal integration
d) vertical integration

Question 13:

Which of the following web services was not profitable as of 2009?
a) YouTube
b) iTunes
c) Google
d) Yahoo

Question 14:

'Wired' editor Chris Anderson argues that free media content is sustainable as long as ________.
a) lots of people pay attention
b) it is matched with some form of paid service
c) it is provided by citizen journalists
d) it comes from publicly-owned media

Question 15:

Media democratization is characterized by ________.
a) a growing number of government web sites
b) a trend toward online voting in elections
c) a greater balance between right-wing and left-wing voices in the media
d) citizens’ engagement with media

Question 16:

Media organizations can be owned by private individuals, corporations, governments, labour organizations, co-operatives, and political groups.
a) True
b) False

Question 17:

According to communications theorist Dallas Smythe, the principal commodity produced by media organizations is audiences.
a) True
b) False

Question 18:

In media economics, capital is simply another word for money.
a) True
b) False

Question 19:

Digitization has lowered the entrance barriers for participation in the cultural industries.
a) True
b) False

Question 20:

Canada’s relative affluence and technological sophistication limit the country’s market power.
a) True
b) False

Question 21:

Adam Smith’s book 'The Wealth of Nations' explains capitalism on the basis of the ‘invisible hand’ of the marketplace.
a) True
b) False

Question 22:

Media markets have a commercial bias.
a) True
b) False

Question 23:

Culturalism is the perception of culture and communications as commercial enterprise.
a) True
b) False

Question 24:

Air pollution and violence are examples of market externalities.
a) True
b) False

Question 25:

Capitalism is an economic system based on private ownership of the means of production.
a) True
b) False

Question 26:

There are no independent daily newspapers in Canada.
a) True
b) False

Question 27:

Telephone service in Canada today is considered a ‘natural monopoly’.
a) True
b) False

Question 28:

Public ownership of communications and cultural organizations is based on a principle of user-pay.
a) True
b) False

Question 29:

Rogers Communications is an example of a converged conglomerate media company.
a) True
b) False

Question 30:

YouTube, which in 2009 accounted for 40 percent of online video viewing in the United States, is one of the most profitable social media.
a) True
b) False

Higher Education

Mass Communication in Canada, 7e: Chapter 9