Question 1

Discuss the role of opinion leaders.Identify some opinion leaders in your life.

Accepted Answer

Answers will vary

Question 2

The mass media seldom collect and define facts for their audiences because most media presentations reflect the values and orientations of the audiences themselves.

Accepted Answer

False

Question 3

Is there really such a thing as &#34;masses&#34; who watch the media? Discuss the role of customizable personal media technology in the lives of individual audience members.

Accepted Answer

Answers will vary

Question 4

In his study of the social composition of audiences,which of the following characteristics did sociologist Darnell Hunt suggest would be most likely to affect the interpretation of news coverage?&#10;A)gender&#10;B)class&#10;C)occupation&#10;D)race

Accepted Answer

In his study, Darnell Hunt suggested that race is the most likely characteristic to affect the interpretation of news coverage, as individuals from different racial backgrounds may have different experiences and perspectives that shape their understanding of news events.

Question 5

Which aspect of Darnell Hunt's research on audiences was somewhat unique,particularly with regard to his analysis and interpretation of the data?&#10;A)He divided people into groupings.&#10;B)He went beyond noting racial differences in perceptions,and analyzed how they were manifested.&#10;C)He researched Whites,African Americans,and Latinos.&#10;D)He analyzed the data on a computer.

Accepted Answer

While all of the options may be relevant to Hunt's research, what set his analysis and interpretation of the data apart was his focus on not just noting racial differences in perceptions, but also examining how those differences were manifested in various ways. By digging deeper into the data, Hunt was able to provide a more nuanced understanding of audience behavior and preferences.

Question 6

Which sociologist studied the social composition of audiences to explain how an audience interprets news coverage?&#10;A)Erving Goffman&#10;B)Vivian Gornick&#10;C)Darnell Hunt&#10;D)David Demers

Accepted Answer

Darnell Hunt studied the social composition of audiences to explain how an audience interprets news coverage.

Question 7

The way the members of an audience interpret the media is often influenced by social characteristics such as occupation,race,education,and income.

Accepted Answer

Social characteristics such as occupation, race, education, and income can shape an individual's worldview, beliefs, and values, which in turn can impact how they interpret and respond to media messages. This is why media literacy educators emphasize the importance of considering the audience's demographics and backgrounds when creating and analyzing media content.

Question 8

Which sociologist pioneered research on opinion leaders?&#10;A)Erving Goffman&#10;B)Robert Park&#10;C)Deena Weinstein&#10;D)Paul Lazarsfeld

Accepted Answer

Paul Lazarsfeld is known for pioneering research on opinion leaders, which he conducted through the Bureau of Applied Social Research at Columbia University in the 1940s and 1950s.

Question 9

According to Darnell Hunt's research on audiences,which viewers were less animated when watching a 17-minute film clip of the 1992 riots in Los Angeles?&#10;A)Whites&#10;B)Blacks&#10;C)Latinos&#10;D)Asians

Accepted Answer

According to Darnell Hunt's research, white viewers were less animated when watching a 17-minute film clip of the 1992 riots in Los Angeles.

Question 10

A person who influences the opinions and decisions of others through day-to-day personal contact and communication is referred to as a(n)&#10;A)gatekeeper.&#10;B)opinion leader.&#10;C)specialist.&#10;D)concentrator.

Accepted Answer

An opinion leader is someone who has informal influence over others and is highly regarded in a particular area or topic. They have the ability to shape the opinions and decisions of those around them through their day-to-day personal interactions and communication. Gatekeepers control access to information, specialists have specialized knowledge in a particular area, and concentrators are not terms commonly used in the context of personal influence.

Question 11

Even if the audience for a certain form of mass media is spread out over a wide geographic area and the members do not know one another,they will be somewhat distinctive in terms of&#10;A)general interest.&#10;B)age,gender,income,political party,formal schooling,and race and ethnicity.&#10;C)the size of the grouping.&#10;D)None of these answers is correct.

Accepted Answer

The answer of Even if the audience for a certain...

Question 12

The media audience is always a secondary group of observers who are spread over a wide geographic area and can most accurately be analyzed from the functionalist perspective.

Accepted Answer

The answer of The media audience is always a secondary...

Question 13

Sociologist Paul Lazarsfeld&#10;A)pioneered the study of opinion leaders in his research on voting behavior in the 1940s.&#10;B)described the depiction of women as reflecting &#34;innumerable small murders of mind and spirit (that)take place daily.&#34;&#10;C)researched rock music and found no sociologically credible evidence that rock caused sexual promiscuity,rape,drug abuse,Satanism,or suicide.&#10;D)studied how newspapers helped immigrants to the U.S.adjust to their environments and taught them the customs and opinions of their new country.

Accepted Answer

The answer of Sociologist Paul Lazarsfeld&#10;A)pioneered the study of opinion...

Deck 21: The Audience