Question 1

What do we call the practice of a single corporation controlling production and distribution of various products across a number of fields?

Accepted Answer

This is called vertical integration, where a single corporation controls the production and distribution of various products across a number of fields. This can include controlling raw materials, manufacturing, distribution, and even retail sales. This strategy allows for more control over the entire supply chain and can lead to increased efficiency and profitability.

Question 2

Anna has a part-time job, she goes to school full-time, and she enjoys an active social life.According to the textbook, if Anna is like most Canadians, what does she spend a significant amount of her daily time doing?

Accepted Answer

According to the textbook, if Anna is like most Canadians, she spends a significant amount of her daily time watching TV, as it is a common leisure activity.

Question 3

Jimmy now remotely programs his home PVR from work using a downloaded "app." What enables him to do this?

Accepted Answer

Media convergence refers to the merging of technologies, industries, and platforms to create new forms of communication and content. In this case, Jimmy is using a downloaded app to remotely control a home PVR, which is made possible by the convergence of technologies such as smartphones and streaming devices.

Question 4

Recent public opinion polls demonstrate that provincial premier candidate Edmund is falling behind in the polls.In order to boost his ratings, he directs his campaign manager to create commercials that show his opponent as unable to manage getting her children organized for school, much less being able to organize a provincial government.What is Edmund engaging in?

Accepted Answer

Edmund is engaging in negative advertising by creating commercials that attack his opponent's personal life instead of focusing on his own campaign message or platform.

Question 5

What do we call print, radio, television, and other communication technologies?

Accepted Answer

Mass media refers to communication technologies that reach large audiences through various channels, including print, radio, television, and the internet. It plays a crucial role in shaping public opinion and influencing behavior.

Question 6

Through Canadian-controlled radio and television, the government ensures that Canadians have access to important national issues, values, and culture.In this situation, what function of media is the government engaging?

Accepted Answer

The answer of Through Canadian-controlled radio and television, the government...

Question 7

News agencies rely heavily upon official press releases, news conferences, and interviews organized by large corporations and government agencies.Both routinely slant information to reflect upon themselves favourably.What is this process known as?

Accepted Answer

Sourcing refers to the practice of news agencies obtaining information from official and authoritative entities, such as press releases, news conferences, and interviews organized by large corporations and government agencies. These sources often present information in a way that portrays them in a positive light.

Question 8

Which of the following terms is used to signify the fact that humans now live in a world dominated by mass media?

Accepted Answer

The term "global village" was coined by media theorist Marshall McLuhan to signify the fact that the world has become interconnected and compressed through electronic communication, ultimately leading to a world dominated by mass media. The other options may be related to technology and media, but they do not directly address the concept of a global village.

Question 9

Approximately what percentage of their time do Canadians spend interacting with various media today?

Accepted Answer

The answer of Approximately what percentage of their time do...

Question 10

Despite improvements in recent decades, according to the textbook, what do feminists and people of colour continue to criticize mainstream media for?

Accepted Answer

Feminists and people of colour continue to criticize mainstream media for misrepresentation, meaning that they feel that minorities are often portrayed inaccurately or in a negative light. Despite some improvements, this is still a major issue in the media today.

Question 11

What do we call information that is transmitted from a single source to a large impersonal audience?

Accepted Answer

Mass media refers to information that is transmitted from a single source to a large impersonal audience, such as through television, radio, or newspapers.

Question 12

Chelsea wears clearly labelled brand-name clothing and makes sure that everyone is aware that she owns an iPhone, a PVR, and a Toyota Yaris.What does her behaviour illustrate?

Accepted Answer

Chelsea's behaviour illustrates consumerism, which is an ideology that places value on the consumption of goods and services as a crucial component of the economy and a social norm. She is promoting her consumer preferences and identity through her brand-name clothing, technology devices, and car ownership, indicating her desire to be associated with certain status symbols and fashionable trends. Chelsea's behaviour is not necessarily indicative of individualism, corporatism, or narcissism, as there is no evidence that she is trying to promote her personal beliefs or interests, or that she is overly self-centered or authoritarian in her behavior.

Question 13

When the cellphone was invented, Josh was ten years old.Approximately what age is he today?

Accepted Answer

The first handheld cellular mobile phone was demonstrated by John F. Mitchell and Martin Cooper of Motorola in 1973, making it about 50 years ago from today. If Josh was 10 at that time, he would be approximately 60 years old today, making option D (40-49) the closest choice.

Question 14

Michael is planning to run for mayor of his city, and he has been avidly consuming old television footage from the Kennedy-Nixon presidential debate in 1960.Michael is determined to use television media as effectively as Kennedy did.Whose services should he seek out for this plan?

Accepted Answer

Image consultants specialize in helping individuals present themselves in the best possible way through media such as television. As Michael wants to use television effectively, seeking the services of image consultants would be the best choice for him. Public opinion pollsters, focus groups, and policy analysts may not be able to provide the same level of expertise in presentation and image management that image consultants can offer.

Question 15

On prime-time television, in which of the following roles do women predominate?

Accepted Answer

Studies have shown that women are more likely to be depicted as unemployed or in supporting roles on prime-time television, while men are more likely to be shown as professionals and in law enforcement roles.

Question 16

Many forms of mass media provide people with pleasure, relaxation, and short-term escape from their problems and worries.What function of media does this reflect?

Accepted Answer

This reflects the entertainment function of media, which provides people with enjoyment and short-term escape from their daily problems and concerns.

Question 17

What was the dominant mass medium until the 1950s?

Accepted Answer

Newspapers were the dominant mass medium until the 1950s, with high circulation numbers and widespread availability. Radio didn't surpass newspapers in terms of advertising revenue until the early 1950s, marking a shift in dominance. The telegraph and personal letter were important forms of communication, but they were not considered mass media.

Question 18

In their study of attitudes toward abortion, how did Andrea Press and Elizabeth Cole characterize most of the responses?

Accepted Answer

Andrea Press and Elizabeth Cole characterized most of the responses as contradictory. They found that many people held multiple and conflicting beliefs about abortion, making it difficult to categorize attitudes as solely pro-life or pro-choice.

Question 19

Which of the following means of communication is increasingly less feasible due to Canada's size and complexity?

Accepted Answer

Due to Canada's vast geographical size and the complexity of reaching people spread out across such a large area, face-to-face interaction becomes increasingly less feasible as a primary means of communication.

Question 20

XYZ Communications owns a coliseum, a hockey team, several magazines and newspapers, a television network, and various retail outlets.What concept does this type of ownership reflect?

Accepted Answer

This type of ownership reflects vertical integration, which occurs when a company owns different stages of the supply chain or production process. In this case, XYZ Communications owns multiple types of media outlets and retail outlets, creating a vertically integrated company.

Quiz 18: Mass Media and Mass Communication