Question 1

What is earned media coverage?

Accepted Answer

Earned media coverage refers to publicity gained through promotional efforts other than paid advertising, such as positive press or word-of-mouth, which is provided free of charge. This can apply to political candidates as well as businesses and individuals seeking to increase their visibility or improve their public image.

Question 2

The President's main spokesperson, responsible for holding daily conferences with news media outlets, is the __________.

Accepted Answer

The press secretary is the primary spokesperson for the President, responsible for communicating with the press and holding daily briefings or conferences to disseminate information and answer questions from the media.

Question 3

An elected official attends the opening of a drug treatment center and makes a speech stressing the importance of rehabilitation, hoping that media will cover the event. The elected official is engaged in securing __________.

Accepted Answer

Earned media coverage refers to publicity gained through promotional efforts other than paid advertising, such as making speeches at significant events, hoping the media will cover it. This is what the elected official is doing by attending the drug treatment center opening and making a speech.

Question 4

The number of presidential press conferences held each year since the 1930s __________.

Accepted Answer

The number of presidential press conferences has generally decreased since the 1930s. Initially, presidents like Franklin D. Roosevelt held frequent press conferences, but over time, with changes in media and communication strategies, the frequency has declined.

Question 5

Which of the following was likely a pseudo-event created to garner media coverage?

Accepted Answer

Mitt Romney's Hurricane Sandy relief effort can be considered a pseudo-event because it was likely organized primarily for the purpose of gaining media attention and improving his image during the presidential campaign, rather than solely for the purpose of providing disaster relief.

Question 6

Which is the most likely example of agenda setting?

Accepted Answer

Agenda setting refers to the media's ability to influence the importance placed on the topics of the public agenda. Coverage of negative job growth is most likely to influence public opinion and policy priorities, fitting the concept of agenda setting.

Question 7

Which would qualify as a leak leading to more government transparency?

Accepted Answer

Leaking classified documents directly attributable to a government agency would qualify as a leak leading to more government transparency because it directly exposes government actions or decisions that were previously hidden from the public.

Question 8

Media coverage of shooting victim Michael Brown in Ferguson, Missouri, is an example of media influence known as __________.

Accepted Answer

Agenda setting refers to the media's ability to influence the importance placed on the topics of the public agenda. By covering the shooting of Michael Brown extensively, the media influenced public perception and discussion, making it a significant issue of concern.

Question 9

__________ are staged in order to attract attention to a politician, campaign, or policy.

Accepted Answer

Pseudo-events are specifically staged for the purpose of attracting media attention and public interest, often to promote a politician, campaign, or policy. Unlike spontaneous events, pseudo-events are planned with the intention of being reported on, making them a tool for public relations and political communication.

Question 10

Historical concerns about the media's role as __________ have changed recently, partly due to the increase in the number of individuals who participate in the creation of news and contribute to news stories.

Accepted Answer

The correct term is "gatekeepers," as it refers to the media's traditional role in controlling, or "keeping the gates," of what news gets published or broadcasted. This role has evolved with the rise of social media and citizen journalism, where more individuals can contribute to and influence the flow of information.

Question 11

Why do the media cover pseudo-events?

Accepted Answer

Pseudo-events are often covered by the media due to the fear of being scooped by rival outlets, which drives them to report on events that may have little genuine news value but are sensational or attention-grabbing.

Question 12

According to your knowledge of the current patterns of media use, what strategy would best maximize the efficiency of a political candidate's election campaign?

Accepted Answer

Earned media coverage, which is publicity gained through promotional efforts other than paid advertising, can significantly enhance a political candidate's visibility and credibility. This strategy leverages the power of news outlets and social media to spread the candidate's message organically, often resulting in a wider and more engaged audience.

Question 13

Which of the following is true about the similarity between pseudo-events and news conferences?

Accepted Answer

Both pseudo-events and news conferences are staged events designed to shape and control the political message being conveyed to the public.

Question 14

A study of the 2008 presidential election found that __________.

Accepted Answer

Studies and analyses of the 2008 presidential election media coverage generally found that there was more negative coverage of John McCain and more positive coverage of Barack Obama. This was observed across various platforms, including news outlets and social media discussions.

Question 15

Locales with two or more news organizations that can check one another's accuracy and neutrality of reporting are known as __________.

Accepted Answer

Competitive news markets are environments where multiple news organizations operate, allowing for a system of checks and balances on accuracy and neutrality due to the presence of competition.

Question 16

The 1960 presidential debate between John F. Kennedy and Richard M. Nixon was noteworthy because __________.

Accepted Answer

Television viewers perceived Kennedy as the winner due to his calm demeanor and telegenic appearance, while radio listeners, who could not see the candidates, thought Nixon performed better based on the content of his answers.

Question 17

The increasing centralization and concentration of media ownership is an issue of concern because it __________.

Accepted Answer

The increasing centralization and concentration of media ownership limits the diversity of viewpoints and perspectives available to the public on current events, as fewer owners control more of the media landscape. This can lead to a homogenization of content and reduce the variety of voices and opinions in the media.

Question 18

The public advocate theory of the media is also referred to as the __________.

Accepted Answer

The public advocate theory of the media is also known as the social responsibility theory. This theory suggests that media should be responsible to the public and serve the public interest, beyond just making a profit.

Question 19

The Telecommunications Act of 1996 __________.

Accepted Answer

The Telecommunications Act of 1996 significantly deregulated the broadcasting and telecommunications markets, allowing for greater media cross-ownership.

Question 20

Until 1985, under the __________, the Federal Communications Commission required broadcast media to allow time for all "reasonable positions" on controversial issues of public interest.

Accepted Answer

The correct term is the "fairness doctrine," which was a policy of the Federal Communications Commission that required the holders of broadcast licenses to present controversial issues of public importance and to do so in a manner that was, in the Commission's view, honest, equitable, and balanced.

Quiz 11: The Politics of the Media