Question 1

Wireless carrier Verizon bought Internet provider Yahoo.What describes the combination of these two companies?

Accepted Answer

A merger is when two companies combine to form a new entity, which is what happened with Verizon and Yahoo. They are now operating as one company under the Verizon umbrella. Synergy is also a possible answer, as the two companies may be able to leverage each other's strengths and resources to create a greater overall value, but the term "merger" more accurately describes the overall combination of the two companies. Conglomeration and high culture are not applicable terms in this context.

Question 2

The Telecommunications Act of 1996 reduced rules on cross ownership and allowed corporations to buy thousands of media outlets.The Telecommunications Act of 1996 is an example of

Accepted Answer

The Telecommunications Act of 1996 is an example of deregulation, as it reduced rules on cross ownership and allowed corporations to buy thousands of media outlets.

Question 3

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 4

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 5

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 stop assuming that media has a direct and immediate effect on people, and instead focus on how people interact with and interpret media messages. This shift in perspective involves asking what media does to people (i.e. the effects it may have), as well as what people do with media (i.e. how they use, interpret, and respond to it). Option C best captures this revised approach.

Question 6

Jessica loves a new album for its message of female empowerment.Her friend Amal disagrees.Amal thinks the album objectifies women and doesn't do enough to condemn sexism.Which of the following describes Jessica and Amal's disagreement?

Accepted Answer

Jessica and Amal have a disagreement on the interpretation of the album's message, which is an example of a split in the interpretation of a cultural text.

Question 7

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 about uncritical acceptance of political biases in the media probably believes that audiences are mostly passive, meaning that they are easily influenced by the media they consume without critically analyzing or questioning it.

Question 8

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 and seek out media that fulfills their individual needs and desires, rather than being passive viewers who simply accept the messages encoded in media. This paradigm emphasizes the active role of the audience in interpreting and using media in ways that satisfy their needs. Therefore, option D is the correct answer.

Question 9

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.What type of suit would it be if the Department of Justice filed a lawsuit?

Accepted Answer

The best choice would be antitrust because it is a legal concept that refers to the regulation and prevention of monopolies in a market. If the Department of Justice believes that Google is behaving like a monopoly, then they would file an antitrust lawsuit to curb its power and ensure that it is not abusing its dominance in the market.

Question 10

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

Accepted Answer

Those who argue for increased censorship of the media believe that violent and sexual media content has a negative impact on society. They may argue that such content promotes harmful behaviors or desensitizes individuals to violence and other negative behaviors. These individuals may advocate for government regulation of media content to limit or eliminate such content from the airwaves, internet, or other forms of media.

Question 11

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 explains that individuals actively choose to consume media based on their personal needs and desires. In this case, the teenage boys are watching football games to fulfill their social needs and be able to participate in conversations with their peers on Monday.

Question 12

An advertisement company uses online data to determine that Kelly is a white twenty-two-year-old female who goes to church every week.The advertisement company uses that data to determine which media advertisements Kelly will see online.How is the company deciding which advertisements Kelly will like?

Accepted Answer

The company is sorting Kelly into a taste public based on her demographic information, which allows them to determine what types of advertisements she may be interested in. This is how they are deciding which advertisements Kelly will like.

Question 13

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

Accepted Answer

If audiences are considered active, then they are not just passive recipients of media messages but actively engage with media texts. This means that they can interpret, negotiate and even alter meanings of the media text to fit their own values and beliefs. Therefore, the meaning of any particular media text can be subject to multiple interpretations and can be shaped by the audience’s own experiences and perspectives. Choice A is incorrect because it assumes that producers have complete control over the audience, which is not true if audiences are considered active. Choice B is incorrect because it assumes that all audiences have the same perspective, which is not true. Choice C is incorrect because it suggests that the meaning of media texts is negligible, which is not true if audiences are engaged with media texts.

Question 14

What are taste cultures?

Accepted Answer

Taste cultures refer to areas of culture that share similar aesthetics and standards of taste. These can vary based on factors such as social class, geography, and cultural background. For example, the taste culture of a wealthy, urban individual might prioritize fine dining and high-end fashion, while the taste culture of a rural person might value country music and home-cooked meals. Understanding taste cultures can be important for businesses and marketers looking to target specific demographics.

Question 15

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.For example,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, where the products and services offered by the cell phone provider work together to create a mutually beneficial relationship and promote each other's use.

Question 16

Early critics dismissed the work of director Alfred Hitchcock,but he later became one of the most revered filmmakers of all time.Why might the way that we categorize the work of artists like Alfred Hitchcock change over time?

Accepted Answer

The boundaries between high culture and popular culture are often permeable and can shift over time. What was once considered lowbrow or vulgar may later be recognized as artistic and influential. As cultural tastes and values change, so too can the way we categorize the work of artists like Hitchcock.

Question 17

A company that manufactures alcoholic beverages bought and then sold two smaller companies that produce film,television,and music.What is this process called?

Accepted Answer

The process described is called conglomeration, which involves the merging or acquisition of companies in different industries to diversify the parent company's portfolio. In this case, the company that manufactures alcoholic beverages acquired two smaller companies in the media industry.

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." What might you conclude if this is all you know about Adorno and Horkheimer?

Accepted Answer

Adorno and Horkheimer's statement reflects the idea that media messages are directly injected into passive audiences, influencing them despite their awareness, which aligns with the hypodermic needle theory. This theory suggests that media has a direct, immediate, and powerful effect on audiences, similar to the effect of being injected with a substance using a syringe (hypodermic needle).

Question 19

Why would media outlets impose self-censorship?

Accepted Answer

Media outlets may impose self-censorship to avoid government intervention or regulation, which could harm their autonomy and freedom of expression. This is especially relevant in countries where press freedom is restricted, and journalists face censorship or persecution. Self-censorship can be seen as a way to preemptively limit controversial content, reduce the risk of legal action, and avoid arousing government officials' wrath. However, self-censorship can also compromise the quality and accuracy of news coverage, undermine the media's credibility, and inhibit public discourse. Therefore, it should be a careful and transparent decision, guided by ethical principles and professional standards.

Question 20

Net neutrality refers to the idea that

Accepted Answer

Net neutrality means that all internet traffic should be treated equally, without favoring certain websites or services over others. This means that no internet service provider should be allowed to block or slow down access to certain content or charge more for faster access to certain websites or services. The goal is to maintain an open and level playing field for all internet users and prevent discrimination based on content, source, or destination.

Quiz 13: Leisure and Media