Question 1

Which of the following is NOT considered to be protected speech?

Accepted Answer

Obscene material is not protected by the first amendment and can be subject to censorship or regulation. The other options are generally considered to be protected forms of speech.

Question 2

Today, four companies sell more than 80 percent of the compact discs purchased in the United States, although this fact is not obvious because the four companies have purchased many smaller record labels over the years. What is this called?

Accepted Answer

This situation is referred to as "concentration of media power," which occurs when a few companies control a large share of the media market.

Question 3

Thomas Beatie, a transsexual man who got pregnant, went on the Oprah Winfrey Show and let Oprah's camera crew tape his ultrasound. This is an example of:

Accepted Answer

Thomas Beatie, as a nonmainstream individual, gained access to a mass audience through appearing on the Oprah Winfrey show and having his ultrasound taped by her camera crew. This is an example of how the media can provide a platform for individuals who may not have had mainstream visibility otherwise.

Question 4

Why are blogs, zines, and podcasts valuable?

Accepted Answer

Blogs, zines, and podcasts provide a platform for individuals outside the mainstream to share their voices and perspectives, making them valuable for promoting diversity and inclusivity in media.

Question 5

A sociologist who is concerned that people will uncritically accept political biases in the media they consume probably believes that:

Accepted Answer

This sociologist likely believes that audiences are mostly passive, meaning they do not critically engage with or challenge the media they consume, making them susceptible to accepting political biases without question.

Question 6

When sociologists reject the hypodermic needle model, they tend to stop asking ____________ and start asking ____________.

Accepted Answer

Rejecting the hypodermic needle model means rejecting the idea that media has a direct, immediate, and powerful effect on people like a drug injected with a needle. Instead, sociologists are more likely to focus on the ways in which people interact with media, interpret media messages, and use media in their everyday lives. This means they are asking about what people do with media, rather than assuming that media is doing something to people. Therefore, choice C, "what media does to people; what people do with media" is the best answer.

Question 7

What does the uses and gratifications paradigm of media consumption assume about audiences?

Accepted Answer

The uses and gratifications paradigm of media consumption assumes that audiences are actively engaged with media, seeking out media products that satisfy their specific needs and desires. This theory emphasizes that audiences are not passive viewers, but instead take an active role in selecting and interpreting media messages in a way that is personally meaningful to them.

Question 8

In 1996 Congress passed telecommunications legislation that fundamentally altered the way the radio business worked, removing most of the barriers that prevented a single company from owning large numbers of stations. What is this called?

Accepted Answer

The telecommunications legislation that Congress passed in 1996 is called deregulation as it removed most of the barriers that limited the ownership of large numbers of stations by a single company.

Question 9

Which of the following could NOT be explained by the uses and gratifications paradigm?

Accepted Answer

The uses and gratifications paradigm explains how people actively seek out media to satisfy various personal needs such as entertainment, social interaction, relaxation, or information. Choice E, believing a mockumentary was real and trying to buy a record, is more about being misled or failing to recognize satire, rather than actively seeking gratification or fulfillment from media consumption.

Question 10

Some cell phone providers are now offering hardware, like small laptops, and media to play on it, like songs and TV shows. Phone companies believe that each product they offer will encourage and promote other products, as phones can easily send data to laptops, which can store media that can easily be watched on phones, and so on. What is this called?

Accepted Answer

This is an example of synergy, which is the interaction or cooperation of two or more products for a combined effect greater than the sum of their separate effects. In this case, each product (phone, laptop, media) is intended to promote and complement the others, creating a cohesive experience for the consumer.

Question 11

If scholars assume that audiences are active rather than passive, what does this imply about the meaning of media "texts"?

Accepted Answer

If scholars assume that audiences are active rather than passive, it implies that consumers are able to actively interpret media texts and alter or invert their meanings to serve their own purposes. This means that the meaning of any particular media text can be subject to a range of interpretations and is not fixed or predetermined.

Question 12

Why does it make sense that mp3 players, like iPods, would replace the compact disc in a postmodern economy?

Accepted Answer

Mp3 players offer the convenience of carrying thousands of songs in one device, which allows for faster and more frequent sales of digital music files compared to physical CDs. This aligns with the postmodern economy's emphasis on speed and convenience in the consumption of goods and services.

Question 13

Sometimes teenage boys watch football games on Sunday only because they wish to be able to make conversation with their classmates on Monday. Which theory best explains this?

Accepted Answer

The uses and gratifications paradigm suggests that individuals are actively seeking out media content that will satisfy their personal needs or desires. In this case, the teenage boys are watching football games to be able to take part in conversations with their classmates, which is an example of using media to gain social gratification.

Question 14

Given what you know about David Harvey and the postmodern economy, how does our society manage to consume all of the additional goods produced as a result of the incredible increases in efficiency?

Accepted Answer

David Harvey argues that in a postmodern economy, products are often subject to fashion trends, leading to frequent changes in style and encouraging continuous consumption.

Question 15

Why would media outlets impose self-censorship?

Accepted Answer

Media outlets may impose self-censorship to avoid outside regulation by the government. By self-censoring, they may be able to avoid scrutiny and potential penalties from government authorities.

Question 16

Some lawyers working for the Department of Justice worry that Google is abusing its power and behaving like a monopoly in the way it charges for ads. If the Department of Justice filed a lawsuit, what type of suit would it be?

Accepted Answer

The fact that Google is being accused of abusing its power and behaving like a monopoly in the way it charges for ads suggests that it may be violating antitrust laws. Therefore, if the Department of Justice filed a lawsuit, it would likely be an antitrust suit, which aims to prevent anticompetitive conduct and promote fair competition in the market. The other answer choices are not applicable in this context.

Question 17

The assumption that media consumers automatically accept whatever meaning is in the "texts" they consume is called:

Accepted Answer

The assumption that media consumers automatically accept whatever meaning is in the "texts" they consume is the basis of the magic bullet theory, which suggests that media messages have a direct and powerful effect on their audiences.

Question 18

Theodor Adorno and Max Horkheimer believed that "the triumph of advertising . . . is that consumers feel compelled to buy and use its products even though they see through them." If this is all you know about Adorno and Horkheimer, you might conclude that they:

Accepted Answer

Adorno and Horkheimer are associated with the Frankfurt School and critical theory, which includes the hypodermic needle theory. This theory suggests that media messages are directly injected into the passive audience, influencing them in a powerful and immediate way.

Question 19

Why do some argue in favor of increased censorship of the media?

Accepted Answer

Those who argue in favor of increased censorship of the media often believe that violent and sexual media content has a negative impact on society. They may argue that limiting this content could reduce instances of violence and negative behavior influenced by media.

Question 20

In 2001 Sirius and XM started offering satellite radio services, but both struggled to make a profit. In 2007 Sirius acquired XM, part of a process called:

Accepted Answer

The process described is conglomeration, which is the merger of multiple companies into one larger company. Sirius acquiring XM resulted in the consolidation of the two companies into a single entity, and this moved the satellite radio industry towards greater consolidation and control by a smaller number of players.

Quiz 13: Leisure and Media