Chapter 13 Quiz | Higher Education | Oxford University Press Canada

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Question 1:

Mass media refers to _________ while mass communication generally refers to ___________.
a) structures / institutions
b) structures / processes
c) messages / institutions
d) processes / messages
e) none of the above

Question 2:

How would a Structural Functionalist describe the impact of media on society?
a) The mass media contribute to inequality in society.
b) The media generate public discourses about what is normal and necessary.
c) Media content is filled with values that promote the rich and powerful.
d) Media helps a society internalize appropriate values and beliefs.
e) both a and c

Question 3:

What is the 'magic bullet' theory of media effects?
a) Audiences uncritically absorb messages and blindly act on them.
b) Excessive exposure to media breeds passivity.
c) Audiences are active agents who take the initiative in negotiating media messages.
d) Violent incidents can be blamed on media messages.
e) Audiences will believe anything if it comes from a respected authority.

Question 4:

According to Dr Jurge Grimm, if violence is portrayed from a victim's point of view, _____________.
a) more violence-prone individuals may be drawn to violent television shows
b) social violence may increase
c) fewer individuals will watch violent television programs
d) social violence may decrease
e) both c and d

Question 5:

What dangers are inherent in the concentration of media ownership?
a) There is a greater demand for regulatory control.
b) The diversity of media output will be forced to increase.
c) The blending of editorial and commercial content is ratings-driven.
d) Consumers are taught to equate profits with public good.
e) all of the above

Question 6:

In the thirteenth century, the Sorbonne Library in Paris held 1,338 books. Today there are roughly __________ book titles in existence.
a) 600,000
b) 6,000,000
c) 66,000,000
d) 6,600,000
e) 600,000,000

Question 7:

_________ media are seen as elitist because of their mandate to provide audiences with a product they are perceived to need.
a) Commercial
b) Public
c) Private
d) Community
e) a and c

Question 8:

Which best describes the method of information delivery for most of the twentieth century?
a) one-to-one
b) one-to-many
c) many-to-one
d) many-to-many

Question 9:

Reference to 'mass' in mass media refer to __________.
a) a large and dispersed audience
b) large-scale delivery and consumption
c) impersonality in distribution
d) all of the above
e) only a and b

Question 10:

Which technological development has catapulted the consumer into the limelight as the centre of attention?
a) blogs
b) cellular and online communication
c) commercial-stripping devices such as PVRs and TiVo
d) satellite transmissions
e) none of the above

Question 11:

CBC Radio frist aired in _____________ to blunt the free-market incursions of American radio, and in __________ CBC television provided Canadians with an alternative to American programming.
a) 1925 / 1936
b) 1932 / 1968
c) 1936 / 1952
d) 1952 / 1968
e) 1969 / 1991

Question 13:

Men and women tend to use the media differently and for different purposes, with the result that ___________.
a) women are portrayed in the media as inferior or irrelevant
b) women are bombarded with images of perfection that are difficult to achieve
c) the media's relationship with the genders is ambivalent
d) gender becomes a key variable in the production, transmission, and interpretation of media messages
e) both a and b

Question 14:

Which of the following have not been influential in reshaping the social dimensions of Canada's mainstream media in recent years?
a) Technological changes to the production and transmission of media content.
b) Increasingly porous borders
c) Greater inclusiveness of historically disadvantaged groups.
d) Increased commerical pressure.
e) Greater diversity in media audiences.

Question 15:

The relationship between society and the media is best described as ___________.
a) an identity crisis
b) a mutually reinforcing relationship
c) convergence
d) feedback and exchange
e) a paradox of causality

Higher Education

Principles of Sociology: Canadian Perspectives - Chapter 13