Question 1

A series of polls in 2003 showed that people who primarily got their news from the fox News Channel were significantly more likely to believe that Iraq had played a part in the 9/11 attacks.Many people saw this as evidence of the way the media shaped public opinion,but some believed that those who already believed this simply gravitated to fox.This is an example of:

Accepted Answer

Reinforcement theory suggests that people seek out and remember information that supports their pre-existing beliefs, which explains why individuals who already believed Iraq was involved in 9/11 might gravitate towards Fox News.

Question 2

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

Accepted Answer

Those in favor of increased censorship of the media argue that violent and sexual media content has a negative impact on society, particularly on children and young adults. They believe that this content perpetuates harmful behaviors and attitudes, and that restricting access to it will help protect individuals and communities from these negative influences.

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 is a nonmainstream individual who gained access to a mass audience by appearing on the Oprah Winfrey Show and allowing the camera crew to document his pregnancy ultrasound. This is an example of how media can provide a platform for marginalized voices and alternative perspectives to be heard.

Question 4

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 passed in 1996 is known as the Telecommunications Act of 1996, and it deregulated the radio industry, removing most of the barriers that prevented a single company from owning large numbers of stations. This allowed for consolidation and concentration of ownership in the radio industry.

Question 5

Why would media outlets impose self-censorship?

Accepted Answer

Media outlets may impose self-censorship to avoid outside regulation by the government. This is because the government may impose strict regulations on media outlets that limit what they can report or publish. By imposing self-censorship, media outlets can try to avoid government interference and maintain their freedom to report on sensitive or controversial issues.

Question 6

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

Accepted Answer

The magic bullet theory, also known as the hypodermic needle theory, suggests that media messages are directly received and wholly accepted by the audience, implying a passive audience that automatically accepts the media's messages without any questioning or resistance.

Question 7

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

The described phenomenon is an example of synergy, where multiple products or services work together to enhance the overall value and benefits for the consumer.

Question 8

Why are blogs,zines,and podcasts valuable?

Accepted Answer

Blogs, zines, and podcasts give a platform for individuals who may not have access to traditional media outlets to be heard and share their perspectives, including those who are disenfranchised or nonmainstream.

Question 9

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

Accepted Answer

When sociologists reject the hypodermic needle model, they shift their focus from studying the direct and immediate effects of media on individuals (what media does to people) to exploring the ways in which individuals actively engage with and make meaning of media (what people do with media). This approach is known as the active audience model or the uses and gratifications approach. Option A is partially correct, but it frames the shift as a contrast between two questions (instead of two theoretical models) and implies that sociologists were not previously interested in studying what people do with media. Option B is incorrect because it presents writers and critics as the primary agents in media consumption (rather than ordinary individuals) and suggests that their practices are more important to study than audiences' responses. Option D is incorrect for similar reasons to Option B.

Question 10

According to the two-step flow model,which of the following would be most likely to sway public opinion concerning the ethical treatment of farm animals?

Accepted Answer

The two-step flow model suggests that media effects are indirectly mediated by opinion leaders who consume media content and then influence others. A famous actress can act as an opinion leader, using her influence to sway public opinion.

Question 11

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

Accepted Answer

A sociologist who is concerned that people will uncritically accept political biases in the media they consume believes that audiences are mostly passive, meaning they take in information without analyzing or questioning it.

Question 12

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

Accepted Answer

The uses and gratifications paradigm assumes that audiences are actively engaged, seeking out and selecting media content in order to gratify specific needs or desires. This paradigm rejects the idea that audiences are passive viewers who uncritically accept media messages. It also assumes that audiences are active in interpreting media content and may use it to create or manipulate their own stories.

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 make personal choices about how media can satisfy their needs. In this case, the teenage boys are watching football to acquire information and knowledge to be able to participate in social conversations with their peers on Monday.

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

According to David Harvey, in the postmodern economy, there is an emphasis on constant innovation and the production of new products that appeal to changing consumer preferences. This can lead to many types of products becoming subject to fashion and going out of style quickly. Therefore, the society manages to consume all the additional goods produced as a result of incredible increases in efficiency by constantly changing their preferences and buying newly-produced products.

Question 15

Every year Project Censored posts a list of the twenty-five most censored news stories.These stories are "censored" not in the sense that the media are legally prohibited from covering them but rather in the sense that most major media outlets have systematically ignored them and,in the process,determined what the public will think about.What theory explains this?

Accepted Answer

The concept of agenda-setting theory suggests that the media does not dictate what people think, but rather what they think about. By determining which stories get covered and the level of importance placed on them, the media can shape public perception of issues. In the case of the most censored news stories, the media is ignoring these stories and therefore, preventing them from becoming part of the public agenda.

Question 16

Today,four companies sell more than 80 percent of the music 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 is called concentration of media power, which occurs when a few companies own a large share of the market in a particular industry, in this case, the music industry.

Question 17

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

Accepted Answer

Assuming that audiences are active means that they interpret and make sense of media texts based on their own experiences, beliefs, and contexts. This implies that the meaning of media texts is not fixed or predetermined, but rather, it is constructed by the audience. Therefore, consumers can alter or even invert meanings to suit their own purposes. This concept is known as "polysemy," which means that media texts can have multiple meanings depending on the audience's interpretation.

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's statement suggests that they believe in the hypodermic needle theory, which posits that media messages are directly and uniformly received and accepted by audiences, compelling them to act in certain ways.

Question 19

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 concern about Google abusing its power and behaving like a monopoly in the way it charges for ads suggests a violation of antitrust laws. Therefore, if the Department of Justice filed a lawsuit, it would likely be an antitrust case. A) commodification pertains to the process of turning goods and services into commodities, which is not relevant to the situation. B) prima facie is a legal term that refers to the notion that something appears to be true or valid on its face, but it does not apply to a type of lawsuit. D) Synergistic refers to the potential advantages of combining different elements or resources to produce a mutually beneficial result, which is not relevant to the situation.

Question 20

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

Accepted Answer

Mp3 players and downloaded music allow for faster and more frequent purchases, making them more profitable for businesses in a postmodern economy where quick turnover is essential. Also, CDs have physical limitations in terms of storage and access, while digital files can be accessed from anywhere and stored on various devices.

Quiz 13: Leisure and Media