Deck 10: Media Theory and Effects

Question 1

Media consumers pay attention to communication that fits their established opinions and attitudes but ignore messages that challenge or contradict that mind-set.This reinforcement of existing views is known as

A)boomerang effect.
B)glow and flow.
C)minimal effects.
D)selective exposure.
E)accommodation theory.

Answer 1

D

Question 2

When researchers prove that A and B appear to change together they have established

A)causation
B)effects
C)correlation
D)significance
E)convergence

Answer 2

C

Question 3

This research method interprets, categorizes, and counts, media content to determine the number of time a certain item occurs.

A)Field studies
B)Content analysis
C)Sample surveys
D)Participant observation
E)Causal explanations

Answer 3

B

Question 4

__________ summarized how the stages of the communication process are the objects of research with the question "Who says what in which channel to whom with what effect?"

A)Joseph Klapper
B)Albert Bandura
C)George Gerbner
D)Harold Lasswell
E)Donald Shaw

Question 5

This theory asserts that the media's coverage of public opinion can lead those with an opposing view to feel they are in the minority and be less likely to speak out.

A)Spiral of silence theory
B)Gatekeeping theory
C)Agenda setting theory
D)Two-step flow theory
E)Elaboration likelihood model

Question 6

This theory explains under what conditions of information processing people are either persuaded by or resistant to a message.

A)Technological determinism
B)Spiral of silence theory
C)Uses and gratifications
D)Two-step flow theory
E)Elaboration likelihood model

Question 7

__________ is defined as habitual purchase behavior by marketing researchers.

A)Competition
B)Brand loyalty
C)Motivation
D)Glow and flow
E)Selective exposure

Question 8

The phrase "the medium is the message" was made popular by

A)Maxwell McCombs.
B)Harold Lasswell.
C)George Gerbner.
D)Albert Bandura.
E)Marshall McLuhan.

Question 9

Young children are more vulnerable to the effects of media violence because

A)they enjoy violence more than older children.
B)their developing bodies are susceptible to injuries.
C)they watch more television than adults.
D)they have more difficulty distinguishing between fantasy and reality.
E)they are slower to learn from television modeling than older children.

Question 10

Which of the following methods allows precise control of experimental factors but does not resemble real-life situations in which subjects experience the media?

A)Content analysis
B)Field experiments
C)Laboratory experiments
D)Sample surveys
E)Ethnographic studies

Question 11

Some scholars state the public's concern about violence in the Darfur region or political violence in Zimbabwe largely results from the __________ function of the media.

A)agenda setting
B)ethnographic
C)cathartic
D)association
E)glow and flow

Question 12

The use of stereotypes on dramatic programs

A)can have a negative effect by perpetuating erroneous images in viewers' minds.
B)has proven to have little real impact on audience members' perceptions of groups of people, such as African-Americans or females.
C)has a positive effect by bringing to mind the typical characteristics and manners of a class of people.
D)is a harmless device used by writers to speed up the storytelling process.
E)concentrates on Stephenson's play theory.

Question 13

Television programs serve as an agent of __________when they become a model for viewers, especially children.

A)catharsis
B)cultivation
C)integration
D)consistency
E)socialization

Question 14

The "glow and flow" principle says that

A)television audiences are selective viewers.
B)the act of watching television entertains.
C)it is the interaction with others that takes place when watching a television program that audience members find most satisfying.
D)television programs fill a void in our lives by allowing us vicariously to experience events we would not otherwise experience.
E)television has little effect on viewers' perceptions of violence.

Question 15

The first systematic research on media violence dates to the 1930s and focused on

A)comic books.
B)films.
C)radio.
D)music lyrics.
E)records.

Question 16

Research shows that viewing a violent act on television

A)serves as a direct cause of violent behavior in most cases.
B)serves as a direct cause of violent behavior in just under half the cases.
C)can be a contributing factor to any subsequent imitation of a violent act.
D)can have a small, selective perception value.
E)has no relationship to violent behavior.

Question 17

Good media research needs to analyze the characteristics of both the media and the audience.

Question 18

One example of gatekeeping's filtering and shaping process is deciding which subjects to present.

Question 19

Media researchers have had an easy time predicting people's actions and attitudes.

Question 20

Much scientific research cannot prove causation but only correlation.

Question 21

In ethnographic studies the researcher becomes a part of the group studied.

Question 22

Confounding variables do not have an impact on the results of a study.

Question 23

Stereotypes are versions of reality that are deliberately oversimplified to fit preconceived images.

Question 24

The term reciprocal determinism, in which a person's behavior and environment cause each other, is found in social learning theory.

Question 25

Motivation and ability are two factors that most influence which route a person will take to process information in a persuasive situation

Question 26

Adoption of a high proportion of new products each year supports the assumption that advertising is all-powerful.

Question 27

Briefly outline the history of media effects study.

Question 28

List and describe the five major areas of media effects study.

Question 29

Differentiate among gatekeeping, agenda setting, and third person effect and give examples of each.

Question 30

Describe the impact of entertainment programming on socialization and in reinforcing or eliminating stereotypes.

Question 31

Outline the pros and cons of banning televised ads aimed at children.