Question 1

Research questions about the immediate,observable influence of mass communication are examples of _____________ research.

Accepted Answer

Administrative research focuses on the immediate, observable effects of mass communication, often for practical purposes such as improving media effectiveness.

Question 2

Questions about media's impact on issues,such as what kind of nation we are building or what kind of people we are becoming,are characteristic of

Accepted Answer

Questions about media's impact on larger issues such as nation-building and societal values require a critical perspective that goes beyond just studying the transmission or ritualistic aspects of media. Therefore, the correct choice is critical research.

Question 3

Because mass communication theories are created by people,and are therefore influenced by human biases,the times in which we live,the position we occupy in the mass communication process,and a host of other factors,we can say that these theories are

Accepted Answer

Mass communication theories are created by people and are therefore influenced by human biases, the times in which we live, the position we occupy in the mass communication process, and a host of other factors. This means that these theories are not static, but rather are constantly evolving and changing. They are also not always reliable or scientific, as they can be influenced by the personal biases of the people who create them. However, they are still valuable tools for understanding the role of mass communication in society.

Question 4

The mass society theory idea that media are a dangerous drug,or a killing force that directly and immediately penetrates a person's system,is summed up in the

Accepted Answer

The idea that media is a dangerous drug that directly affects and penetrates a person's system is the basic premise of the hypodermic needle theory. It suggests that media messages are injected into the audience, and they have a powerful and immediate effect on their thoughts, attitudes, and behavior. This theory was popular in the early 20th century, but it has been largely discredited by later research.

Question 5

Ideas that explain or predict only limited aspects of the mass communication process are called

Accepted Answer

Middle-range theories are ideas that explain or predict only limited aspects of the mass communication process. They are more specific than grand theories but still broader than hypotheses or assumptions.

Question 6

_____________ is when advertisers encourage their audience to perceive their products as having meaning beyond the product's actual function.

Accepted Answer

Product positioning is when advertisers encourage their audience to perceive their products as having meaning beyond the product's actual function.

Question 7

Mass communication _____________ are explanations and predictions of social phenomena that attempt to relate mass communication to various aspects of our personal and cultural lives or social systems.

Accepted Answer

The sentence describes theories as explanations and predictions of social phenomena related to mass communication, making this the best choice. Assumptions are unsupported beliefs, hypotheses are tentative explanations that have yet to be tested or confirmed, and sciences are fields of study that use systematic methods to acquire knowledge.

Question 8

_____________ theory argues that media do not tell us what to think,but what to think about.

Accepted Answer

Agenda setting theory argues that media may not tell us what to think, but they do influence the topics or issues that we think about by emphasizing certain news stories and ignoring others. The media shapes our perceptions of what is important in the world by setting the agenda for what we consider to be significant news.

Question 9

_____________ theory argues that cultures give symbols meaning and then those symbols control behavior.

Accepted Answer

Symbolic interaction theory posits that individuals act based on the meanings that symbols (such as words, gestures, and objects) have for them, and these meanings are derived from social interaction and modified through interpretation as people deal with the things around them.

Question 10

During the _____________ era of mass communication theory,the media were believed to be corrupting influences that undermined the social order,and "average" people were considered defenseless against their influence.

Accepted Answer

The mass society theory era viewed media as a powerful and negative influence on society, suggesting that media could easily manipulate and corrupt the public, who were seen as passive and defenseless.

Question 11

The emergence of cultural theory in mass communication signaled a return to

Accepted Answer

The answer of The emergence of cultural theory in mass...

Question 12

The era of the limited effects perspective on mass communication theory began with what famous media event?

Accepted Answer

The limited effects perspective on mass communication theory began with the Orson Wells radio production of "The War of the Worlds" in 1938. This broadcast caused panic among listeners who thought the fictional story was a real invasion of aliens. This event demonstrated that audiences were not as directly influenced by media messages as previously believed. It led researchers to question the powerful effects of media on the audience and introduced the idea that media effects were limited and complex.

Question 13

Media effects that occur at the cultural level are said to be

Accepted Answer

Media effects that occur at the cultural level are considered macro-level effects because they refer to the broader impact that media has on a society or culture as a whole. These effects can include changes in values, beliefs, and behaviors across a large population over time.

Question 14

Media effects on individuals are said to be

Accepted Answer

Micro-level effects refer to the impact of media on individuals, focusing on how media content influences attitudes, emotions, and behaviors on a personal level.

Question 15

The view of mass media as central to the maintenance of society over time and the representation of shared beliefs is the _____________ perspective.

Accepted Answer

The ritual perspective on mass media focuses on how media supports the maintenance of society over time and represents shared beliefs, emphasizing the symbolic and cultural aspects of media communications.

Question 16

In mass communication theory,the_______ argues that active audience members use media content to create meaning,and meaningful experiences,for themselves.

Accepted Answer

The meaning-making perspective is the argument in mass communication theory that active audience members use media content to create meaning and meaningful experiences for themselves. This perspective emphasizes the role of the audience in interpreting and making sense of media messages, rather than simply receiving and accepting them passively.

Question 17

In limited effects theory,the influence of media is thought to be limited by people's intelligence and education,in other words by their

Accepted Answer

Limited effects theory suggests that the influence of media is limited by individual differences such as intelligence and education, as these factors can affect the way individuals interpret and respond to media messages. Personal relationships, social categories, and opinion leaders are also factors that can influence media effects, but they are not the primary focus of limited effects theory.

Question 18

In a typical beer ad,"buy this beer" is the _____________ message,whereas "you need this beer to have fun,to be attractive,and to have friends" may be its _____________ message.

Accepted Answer

The primary or direct message in a beer ad is "buy this beer," which is transmissional, meaning it is focused on promoting the product and encouraging the audience to make a purchase. However, the secondary or indirect message is that drinking this particular beer will lead to fun, attractiveness, and social connections, which is related to ritual, meaning it connects the product to a wider cultural or social context beyond its immediate use. Therefore, the best choice is B, where transmissional and ritual are correctly identified as the two types of messages present in a typical beer ad.

Question 19

Because the environments in which they are created change constantly,mass communication theories are said to be

Accepted Answer

Mass communication theories are said to be dynamic because the media environment is constantly evolving with the introduction of new technologies and changes in societal norms and values. This means that theories must be continually updated and adapted to remain relevant and useful in understanding communication processes.

Question 20

The _____________ perspective of mass communication sees media as senders of messages (discrete bits of information)across space.

Accepted Answer

The transmissional perspective sees media as senders of messages across space. This perspective places emphasis on the technical and mechanical aspects of communication, such as the encoding and decoding of messages, and the efficiency of transmission.

Quiz 13: Theories and Effects of Mass Communication