Deck 7: Communication

Question 1

Passive audiences need messages that have

A) logical conclusions.
B) reinforcement of their dispositions.
C) concrete duality.
D) style and creativity.

Answer 1

D

Question 2

The theory/perspective that focuses largely on messages contrary to one's predispositions is

A) cultivation analysis.
B) sleeper effect.
C) cognitive dissonance.
D) agenda setting.

Answer 2

C

Question 3

A problem with communication occurs as the audience gets broader because

A) of cognitive dissonance.
B) the message may undergo distortion.
C) feedback is immediate.
D) a lack of symmetry.

Answer 3

B

Question 4

Why is context important?

A) because actions speak louder than words
B) because companies don't necessarily have to do what they say they will do
C) because hype words are ineffective without it
D) because it makes things easier to understand

Question 5

This technique is where one begins a message with a statement that reflects audience values and predispositions.

A) channeling
B) triggering
C) sleeper effect
D) uses and gratification

Question 6

Audience attention is highest at

A) the beginning of the message.
B) the end of the message.
C) the crux of the message.
D) public reaction to the message.

Question 7

Everett Rogers' famous work is

A) The Great Communicator.
B) Declaration of Principles.
C) Diffusion of Innovation.
D) The Engineering of Consent.

Question 8

Which would likely be considered as a "triggering" event?

A) a new product launch
B) new house purchase
C) going grocery shopping
D) your CEO getting a head cold

Question 9

What are the most common symbols for us?

A) road signs
B) words
C) religious icons
D) logos

Question 10

Mass media have the most influence in what stages of the adoption process?

A) awareness and interest
B) awareness and trial
C) evaluation and trial
D) interest and evaluation

Question 11

According to Rogers,these individuals are often skeptical and somewhat resistant but eventually bow to peer pressure.

A) early adopters
B) late majority
C) laggards
D) early majority

Question 12

Which of the following is a possible objective for a communicator?

A) accurate message dissemination
B) message development
C) change in covert behavior
D) semantic and cognitive competence

Question 13

Jargon essentially revolves around a problem in

A) speech pattern.
B) semantics.
C) devices or equipment.
D) writer/speaker cognition.

Question 14

Word-of-mouth campaigns are often controversial for their

A) resistance of new media techniques.
B) stealth nature.
C) political overtones.
D) lack of research.

Question 15

Why is repetition necessary?

A) because our environment is filled with distractions
B) because of the sleeper effect
C) because it gives the message a relative advantage.
D) because most people aren't smart.

Question 16

Which is NOT an aspect of the Decision-Making Unit?

A) competitive advantage
B) personality variables
C) communication behavior
D) socioeconomic concerns

Question 17

The condition wherein there is decreased tendency over time to reject material presented by an untrustworthy source is known as

A) message entropy.
B) cognitive dissonance.
C) spiral of silence.
D) sleeper effect.

Question 18

The most effective two-way communication is

A) chat rooms/threaded discussions on the web.
B) two people talking to each other.
C) small group discussions.
D) parent and child interaction.

Question 19

Which of the following is a euphemism?

A) secretary
B) pre-owned
C) dishwasher
D) blind

Question 20

The natural tendency for a message to dissipate (lose information)is called

A) semantic noise.
B) cognitive dissonance.
C) entropy.
D) disassembly.

Question 21

The goals of communication are to persuade passive publics,with "mutual understanding" being a lesser emphasis for the practitioner.

Question 22

A cliché is an inoffensive word or phrase that is less direct and less distasteful than the one that represents reality.

Question 23

Read several websites for both nonprofit and corporate organizations.Identify "no- no's" in writing,such as clichés,euphemisms,and hype words,and try to replace with better terms that are more transparent and accurate.

Question 24

Style and creativity are most necessary for an active audience.

Question 25

Seeing an advertisement is an example of the "interest stage" of the adoption process.

Question 26

Audience attention is generally highest at the beginning of a message.

Question 27

Wilbur Schramm's communication model was later adapted to include the concept of
"Shared experience."

Question 28

Note a specific,long-standing tradition or ideal that is prevalent at your university and/or in your town or hometown? What is that tradition/ideal,and note specific elements that could be changed for the better? Starting with the concept of "relative advantage",note how Rogers' other four factors in the adoption process can be adapted into this scenario.

Question 29

Attitude change and change in overt behavior are difficult objectives for the communicator because of outside factors/variables.

Question 30

The decreased tendency over time to reject material presented by an untrustworthy source is known as cognitive dissonance.

Question 31

The "media uses and gratification" theory of communication has a premise of a passive audience who depend heavily on persuasion devices.