Deck 10: Reception Analysis

Question 1

MATCHING

-polysemy

A) theory that suggests media messages have long-term influence
B)the construction of a meaningful message
C)theory that suggests opinion leaders mediate media messages
D)set of rules that govern the use of visual and linguistic signs
E)theory that sees audiences as helpless to resist media messages
F)theory that explains why people engage with the media they do
G)many meanings
H)qualitative research method based upon direct observation
I)deciphering the meaning of a message
J)many values

Answer 1

many meanings

Question 2

MATCHING

-polyvalence

A) theory that suggests media messages have long-term influence
B)the construction of a meaningful message
C)theory that suggests opinion leaders mediate media messages
D)set of rules that govern the use of visual and linguistic signs
E)theory that sees audiences as helpless to resist media messages
F)theory that explains why people engage with the media they do
G)many meanings
H)qualitative research method based upon direct observation
I)deciphering the meaning of a message
J)many values

Answer 2

many values

Question 3

MATCHING

-encoding

A) theory that suggests media messages have long-term influence
B)the construction of a meaningful message
C)theory that suggests opinion leaders mediate media messages
D)set of rules that govern the use of visual and linguistic signs
E)theory that sees audiences as helpless to resist media messages
F)theory that explains why people engage with the media they do
G)many meanings
H)qualitative research method based upon direct observation
I)deciphering the meaning of a message
J)many values

Answer 3

the construction of a meaningful message

Question 4

MATCHING

-decoding

A) theory that suggests media messages have long-term influence
B)the construction of a meaningful message
C)theory that suggests opinion leaders mediate media messages
D)set of rules that govern the use of visual and linguistic signs
E)theory that sees audiences as helpless to resist media messages
F)theory that explains why people engage with the media they do
G)many meanings
H)qualitative research method based upon direct observation
I)deciphering the meaning of a message
J)many values

Question 5

MATCHING

-code

A) theory that suggests media messages have long-term influence
B)the construction of a meaningful message
C)theory that suggests opinion leaders mediate media messages
D)set of rules that govern the use of visual and linguistic signs
E)theory that sees audiences as helpless to resist media messages
F)theory that explains why people engage with the media they do
G)many meanings
H)qualitative research method based upon direct observation
I)deciphering the meaning of a message
J)many values

Question 6

MATCHING

-ethnography

A) theory that suggests media messages have long-term influence
B)the construction of a meaningful message
C)theory that suggests opinion leaders mediate media messages
D)set of rules that govern the use of visual and linguistic signs
E)theory that sees audiences as helpless to resist media messages
F)theory that explains why people engage with the media they do
G)many meanings
H)qualitative research method based upon direct observation
I)deciphering the meaning of a message
J)many values

Question 7

MATCHING

-hypodermic needle

A) theory that suggests media messages have long-term influence
B)the construction of a meaningful message
C)theory that suggests opinion leaders mediate media messages
D)set of rules that govern the use of visual and linguistic signs
E)theory that sees audiences as helpless to resist media messages
F)theory that explains why people engage with the media they do
G)many meanings
H)qualitative research method based upon direct observation
I)deciphering the meaning of a message
J)many values

Question 8

MATCHING

-two-step flow

A) theory that suggests media messages have long-term influence
B)the construction of a meaningful message
C)theory that suggests opinion leaders mediate media messages
D)set of rules that govern the use of visual and linguistic signs
E)theory that sees audiences as helpless to resist media messages
F)theory that explains why people engage with the media they do
G)many meanings
H)qualitative research method based upon direct observation
I)deciphering the meaning of a message
J)many values

Question 9

MATCHING

-cultivation analysis

A) theory that suggests media messages have long-term influence
B)the construction of a meaningful message
C)theory that suggests opinion leaders mediate media messages
D)set of rules that govern the use of visual and linguistic signs
E)theory that sees audiences as helpless to resist media messages
F)theory that explains why people engage with the media they do
G)many meanings
H)qualitative research method based upon direct observation
I)deciphering the meaning of a message
J)many values

Question 10

MATCHING

-uses & gratifications

A) theory that suggests media messages have long-term influence
B)the construction of a meaningful message
C)theory that suggests opinion leaders mediate media messages
D)set of rules that govern the use of visual and linguistic signs
E)theory that sees audiences as helpless to resist media messages
F)theory that explains why people engage with the media they do
G)many meanings
H)qualitative research method based upon direct observation
I)deciphering the meaning of a message
J)many values

Question 11

Which traditional view of audiences suggests that media messages are filtered through opinion leaders?

A) hypodermic needle
B) two-step flow
C) cultivation analysis
D) uses and gratifications

Question 12

Which traditional view of audiences was the first to study media effects longitudinally (i.e., over long periods of time)?

A) hypodermic needle
B) two-step flow
C) cultivation analysis
D) uses and gratifications

Question 13

Which traditional view of audiences sees audiences as helpless to resist media messages?

A) hypodermic needle
B) two-step flow
C) cultivation analysis
D) uses and gratifications

Question 14

According to Stuart Hall, what is the most common mode of decoding?

A) generic
B) dominant
C) negotiated
D) oppositional

Question 15

According to Stuart Hall, 'perfectly transparent communication' is related to which mode of decoding?

A) generic
B) dominant
C) negotiated
D) oppositional

Question 16

According to John Fiske, which theory accounts for the popularity of some media texts?

A) polyester
B) polysemy
C) polygamy
D) polyvalence

Question 17

According to Celeste Condit, which theory best accounts for how audiences can agree on the meaning of a text, but judge the social worth of that meaning differently?

A) polyester
B) polysemy
C) polygamy
D) polyvalence

Question 18

According to Celeste Condit, which of the following is NOT a limitation of polysemy?

A) access to dominant codes
B) ratio of work to pleasure
C) repertoire of available texts
D) the historical occasion

Question 19

Which concept best accounts for polysemy that is intentionally created by a media producer?

A) resistive reading
B) strategic ambiguity
C) hermeneutic depth
D) subliminal messages

Question 20

Which concept best accounts for polysemy that is generated by audiences?

A) resistive reading
B) strategic ambiguity
C) hermeneutic depth
D) subliminal messages

Question 21

Which concept best accounts for polysemy that is promoted by the critic?

A) resistive reading
B) strategic ambiguity
C) hermeneutic depth
D) subliminal messages

Question 22

Which theory suggests that similar audiences tend to interpret texts in similar ways?

A) encoding/decoding
B) polysemy
C) ethnography
D) interpretive communities

Question 23

Identify and explain the four traditional theories of media audiences.

Question 24

Define the concept of polysemy. Identify and explain the four factors that, according to Celeste Condit, limit audience members' abilities to produce polysemic readings. Identify and explain the three major types of polysemy according to Leah Ceccarelli.