KEYS EXAM III SPRING 2020

I. GENERAL CONTENT: MULTIPLE CHOICE QUESTIONS (One Point Each-

Total of 60 Points)

1. The area of cultural studies is composed of

a. mainstream research approaches that view the audience as active

b. many approaches to understanding the connection between mass media
and social power*
c. cultivation researchers
d. all of these

2. According to the theory of reasoned action, the most important determinant of a

person’s behavior is their

a. age
b. sense of identity
c. income level
d. intent*

3. Fair use regulations allow a person or a company to use small portions of

copyrighted work

a. if the general social good is enhanced

b. without asking permission of the copyright holder*
c. with written approval from the copyright holder
d. if a small fee is paid to the copyright holder

4. A research effort that analyzed government documents to understand how the

FTC was developed, this would be an example of

a. qualitative research*
b. quantitative research
c. limited research
d. focus group research

5. Harold Lasswell and other researchers feared that mass media could be used

a. to undermine democracy
b. as weapons of persuasion
c. for propaganda purposes
d. all of these*
6. Uses and gratifications research understands the audience as

a. active*
b. especially susceptible to manipulation
c. naïve
d. spectators

7. Publishers reduce risk by

a. using authors with positive track records*

b. avoiding materials that have done well in the past
c. conducting extensive---and very expensive---pre-publication research
d. all of the above

8. Hovland’s research revealed that under normal circumstances, where all aspects
of the communication environment could not be equal, the mass media’s ability
to change people’s attitudes and behaviors on controversial issues was

a. dependent on education
b. minimal*
c. uniform
d. an outcome of the agenda

9. The concept of priming is closely associated with the concept of

a. two-step-flow
b. agenda setting*
c. stereotypes
d. uses and gratifications

10. The research orientations referred to as the mainstream approaches developed out
of research activities at

a. the Yale School

b. the Columbia School
c. the Payne Fund Studies
d. all of these*

11. The Frankfurt School’s writings about the corrosive influence of capitalism on
culture came to be known as

a. critical theory*
b. anti-capitalist theory
c. Marxist theory
d. European theory
12. The technology adapted to the printing press originated in the
 a. ship building industry
b. textile industry
c. glass blowing industry
d. wine industry*

13. In the television industry, the term “partnering” describes a typical relationship
between a network and

a. its affiliated stations

b. a non-network owned production company*
c. a network-owned production company
d. all of these

14. Members of the Frankfurt School agreed that social power

a. is evident in all aspects of media content*

b. has no place in mass communication
c. has limited influences
d. is not a factor in entertainment

15. The book publishing industry is

a. characterized by a handful of companies that dominate the most

lucrative areas of the business*
b. still dominated by many hundreds of small publishing companies
c. carefully regulated by government agencies that discourage
conglomeration
d. is not very profitable

16. A pickup is a film that is not produced by a major firm

a. and has little value in the U.S. market

b. but that a major firm agrees to distribute*
c. but that requires no distribution activity to succeed
d. and is avoided by U.S. distributors

17. When producers use audience segmentation strategies to attract advertisers or to

cultivate consumer loyalty, the strategies inevitably

a. reflect media fragmentation and audience erosion

b. lower the number of American consumers that go to the producers’
products
c. encourage globalization
d. all of these*
18. Generally, the imperative that fuels the big media mergers and the development of
media conglomerates is the

a. maintenance of national identity under conditions of globalization

b. importance of lowering dissatisfaction among creative personnel
c. importance of controlling global distribution and exhibition*
d. avoidance of digital technologies

19. A presold book is one that

a. is praised by critics who have pre-publication versions but is not

necessarily popular among general readers
b. ties into other media material already popular with a specific audience*
c. a literary agent sells directly to a chain
d. a wholesaler never distributes

20. The Columbia School

a. discovered the two-step-model

b. emphasized the idea of active audiences
c. conducted a survey of how people used radio and newspapers
d. all of these*

21. The digitalization of media content encourages conglomerates to participate in

cross-media distribution

a. on a global scale
b. because digitalization turns all content into cross-platform data
c. in order to reduce risk
d. all of these*

22. Media conglomerates produce materials that are capable of crossing media
boundaries in order to

a. cover the costs of production

b. achieve a good share of mind
c. make target audiences aware of the material’s existence
d. all of these*

23. Audience segmentation is a result of the industrial strategy called

a. recycling
b. eroding
c. targeting*
d. wiring
24. People who support media conglomeration argue that

a. conglomeration has nothing to do with globalization

b. big companies can take greater risks than small companies can take
on content*
c. new digital technologies are irrelevant
d, all of these

25. The early forerunner of the book was the

a. packet
d. paperback
c. missive
d. codex*

26. The development of the printed book encouraged

a. the Protestant Reformation

b. the Renaissance
c. the growth of science
d. all of these*

27. Milton’s famous pamphlet titled Areopagitica

a. strongly supported the monarchy’s right to censor

b. argued against the right of Catholics to publish books
c. was a plea for the freedom of the press*
d. denounced the concept of a marketplace of ideas

28. Political economists tend to focus

a. only on cultural issues

b. agenda setting
c. on how organizational relationships create demands for particular types
of media content*
d. uncritically on vertical integration

29. Cultivation research

a. tends to regard TV violence as a factor that reinforces power

relationships in society*
b. tends to regard TV violence as a source of release for audiences
c. does not concern itself with power relationships in society
d. focuses only on news and education, not on entertainment
 30. The printed predecessor of today’s TV operas and Harlequin romances were
called

a. lady books
b. emotive novels
c. fantasy novels
d. domestic novels*

31. The Payne Fund Studies

a. focused on how recorded music influenced young people

c. revealed that reactions to films depended on social and psychological
differences*
b. verified the “magic bullet” concept of mass communication
d. all of these

32. Trade books include

a. books that help medical doctors keep up with new medicines

b. books made primarily for classroom use in grades K through 12
c. mass market paperbacks*
d. all of these

33. Journalist Walter Lippman

a. wrote an important book titled Public Opinion in 1920

b. wrote about how the work routines of reporters contributed to
the propaganda function of journalism
c. argued that news media are a primary source of “the ideas in our heads”
d. all of these*

34. An acquisitions editor is responsible for

a. seeking out smaller publishing companies for mergers with larger

publishing companies
b. seeking out new authors and titles*
c. collecting royalties
d. developing a manuscript into a book

35. Literary agents earn about ten percent on all income related to a book that is paid
to the

a. editorial director
b. publishers
c. author*
d. acquisitions editor
36. Advances on royalties

a. usually mean that the publisher will have the opportunity to sell
paperback and foreign rights to other publishers*
b. are carefully avoided by the book publishing industry
c. include payments of well over $1 million to unknown authors
d. all of the above

37. A particular book’s popularity can be gauged by the number of

a. copies in the book’s print run*

b. illustrations it contains
c. pages it contains
d. all of these

38. The “magic bullet” concept of mass communication

a. was shared by the early researchers interested in propaganda

b. held that mass communication was powerful and direct
c. held that people had little control over how they reacted to mass
media messages
d. all of these*

39. The social responsibility approach to media regulation

a. avoids public funding of media organizations

b. is suspicious about how big media conglomerates operate
c. favors a media system that is mostly government-owned
d. assumes that the marketplace always guarantees diversity of voices and
ideas*

40. Hypotheses are

a. laws
b. results
c. unwarranted opinions
d. tentative predictions*
II. GENERAL CONTENT: MATCHING QUESTIONS (Two Points Each-Total of
60 Points)

Match each concept below with the best explanation in the table below.
No need to write the answer. Just use the number of each.
1) hypotheses; 2) defamation; 3) conferences; 4) libel; 5) slander; 6) minimal; 7) libel per
se; 8) generalizable;
9) quantitative; 10) smaller; 11) libel per quod; 12) companies; 13) libel plaintiffs; 14)
conceptual research; 15) Public figures; 16) blockbuster 17) Private persons; 18) validity;
19) Actual malice; 20) empirical research; 21) Simple malice; 22) hypodermic needle;
23) simple negligence; 24) uses and gratifications; 25) Golden Mean; 26) marketplace of
ideas; syndication; 27) golden rule; 28) digital divide; 29) principle of utility; 30) leading
questions; 31) False Light; 32) book tour; 33) appropriation; 34) reasoned action; 35)
Intrusion; 36) propaganda analysis; 37) Public Disclosure; 38) newspapers; 39) veil of
ignorance; 40) magic bullet; 41) categorical imperative; 42) subsidiaries; 43)
stakeholders; 44) conduct prepublication research 45) members of the public; 46)
wholesalers; 47) public advocacy organizations; 48) mind; 49) advertisers; 50) editorial
standards; 51) qualitative 52) policy books; 53) reliable; 54) operating & editorial policy;
55) corporate; 56) ombudsperson; 57) priming; 58) Code of Ethics; 59) horizontal; 60)
tested explanations.

1. 60 Theories are bodies of knowledge that contain tested explanations_about how

phenomena work.
2. 18 validity_ refers to the extent to which a study accurately describes the
circumstances that exist in the real world.
3. 36 propaganda analysis __ involves the systematic examination of mass-media
messages that seem to be designed to sway the attitudes of large populations
on controversial issues.
4. 34 According to the theory of reasoned action__, the most important determinant
of a person’s behavior is their intent.
5. 26 The term ___ syndication ________ refers to a form of renting in which a
media company licenses, for a fee, the use by others of its media product.
6. 53 When a study is called reliable ____________ that means that the results can
be reproduced by repeating the conditions in the study.
7. 12 Because the rest of the world does not necessarily share the media tastes of
or Americans, U.S. media corporations establish smaller __ subsidiaries or
42 companies ____ that concentrate on different parts of the world and funnel the
profits back to the home office.
8. 8 A sample is a subset of a population that is selected through systematic
methods in such a way that the answers from the subset can be considered
generalizable to the entire population of concern.
9. 59 Mass media conglomerates are structured along the lines of __ horizontal
 ____ integration, bringing together the ownership of production facilities,
distribution channels, and/or exhibition outlets in different, even potentially
competing, companies across a number of media industries.
10 32 A _ book tour ___ is a series of appearances that an author makes in various
. cities in order to promote a title and stimulate sales.
11 57 priming __ is used to describe the process by which the media affect the
. standard that individuals use to evaluate what they see and hear in the media.
12 10 Mass market paperbacks tend to be _ smaller_ than trade paperbacks.
.
13 51 A researcher who studies the way a particular minority group is portrayed
. over the years in feature films and then explains the historical evolution of the
portrayals is engaged in qualitative research.
14 3 University presses usually publicize their books at academic _ conferences __
. and by mail.
15 22 The early belief that media messages persuaded all people powerfully and
. or directly without the people having any control over the way they reacted is
40 referred to as the magic bullet or hypodermic needle __ approach to mass
communication.
16 26 John Milton argued that a free exchange of ideas would create a _
. marketplace of ideas.
17 20 Empirical research _involves investigating and reporting on actual things in
. the world.
18 48 Crossing media boundaries helps media companies achieve a good share of
. mind ____ for their products.
19 16 A book that sells over 100,000 hardcover copies is called a _ blockbuster __
. in the book industry.
20 30 leading questions ______________ imply the answers that the researcher
. wants in the way the questions are posed.
21 38 The first highly popular paperback novels in the U.S. looked like _
. newspapers __.
22 28 Henry Jenkins argues that a new type of media consumer is developing who
. revels in a so-called __ digital divide __ culture and who actually influences
media firms in creating it.
23 55 Critics argue that journalists are losing their ability to address the role and
. nature of __ corporate __ power in U.S. media because the organizations they
work for are a part of that powerful establishment.
24 1 Researchers set forth hypotheses ___________________ which are tentative
. predictions made in order to draw out and test the logical consequences of a
theory or set of concepts.
25 24 Studies that look at how people use media products to meet their needs and
. interests are called uses and gratifications ___ research.
26 46 _ wholesalers ___ keep a watchful eye on three popularity indicators: the size
. of the print run, the content of reviews, and the publisher’s marketing plan.
27 6 Yale University studies indicated that under normal circumstances, where all
. aspects of the communication environment could not be equal, the mass
media’s ability to change people’s attitudes and behavior on controversial
 issues was minimal _.
28 44 In order to reduce risks during the production process, book publishers make
. use of authors with positive track records, offer advances on royalties, and __
conduct prepublication research __.
29 28 The term digital divide __ is used to describe the difference between people
. who have access to Internet and other computer technology and people who
do not have such access.
30 14 conceptual research ____________________focuses on the perspectives or
. philosophies that we should use when we think about the media or media
research.

III. GENERAL CONTENT: FILL-IN THE BLANK QUESTIONS (One Point

Each-Total of 60 Points)

1. Conceptual research __focuses on the perspectives or philosophies that we should

use when we think about the media or media research.

2. Eempirical research __involves investigating and reporting on actual things in the

world.

3. The type of research that deals exclusively with concepts and their implications is
called conceptual research __.

4. Theories are bodies of knowledge that contain tested explanations ____ about
how phenomena work.

5. According to the theory of reasoned action___, the most important determinant of

a person’s behavior is their intent.

6. Researchers set forth hypotheses ____ which are tentative predictions made in
order to draw out and test the logical consequences of a theory or set of concepts.
7. A sample is a subset of a population that is selected through systematic methods
in such a way that the answers from the subset can be considered generalizable
___ to the entire population of concern.

8. A researcher who concluded that 20 percent of local TV news stories involved

fires probably used the research method called content analysis ___ to count
certain aspects of the stories.

9. A researcher who studies the way a particular minority group is portrayed over
the years in feature films and then explains the historical evolution of the
portrayals is engaged in qualitative __ research.

10. One way to evaluate mass media research is to consider the nature and the size of
the sample _.

11. leading questions __imply the answers that the researcher wants in the way the
questions are posed.

12. When a study is called reliable__ that means that the results can be reproduced by
repeating the conditions in the study.

13. The term validity__ refers to the extent to which a study accurately describes the
circumstances that exist in the real world.

14. Chicago sociologists Robert Park, John Dewey, and Charles Cooley hoped that
media firms would act responsibly to help build a new type of community__.

15. The work of the Chicago sociologists tended to be conceptual_ rather than

empirical.

16. Harold Lasswell and other researchers feared that mass media could be used for
purposes of propaganda_.

17. The term agenda setting ___ sums up Walter Lippmann’s notion that the media
create “the ideas in our heads.”

18. Propaganda analysis __ involves the systematic examination of mass-media

messages that seem to be designed to sway the attitudes of large populations on
controversial issues.

19. Early media researchers tended to assume that most members of society shared
similar understandings of media output / content ___.
20. The early belief that media messages persuaded all people powerfully and directly
without the people having any control over the way they reacted is referred to as
the magic bullet or hypodermic needle __ approach to mass communication.

21. The famous Payne Fund studies of the 1930s focused research attention on the
impact of films on young people __.

22. The Payne Fund studies showed that reactions to movies depended on specific
social psychological differences _.

23. Paul Lazarsfeld and his colleagues discovered the two-step ___ model of media
influence.

24. Studies that look at how people use media products to meet their needs and
interests are called uses and gratifications ___ research.

25. In the famous study, The American Soldier, Carl Hovland concluded that
propaganda films were ineffective ___ in strengthening the morale and motivation
of the soldiers.

26. Yale University studies indicated that under normal circumstances, where all
aspects of the communication environment could not be equal, the mass media’s
ability to change people’s attitudes and behavior on controversial issues was
minimal _.

27. The term priming __ is used to describe the process by which the media affect the
standard that individuals use to evaluate what they see and hear in the media.

28. The term knowledge gap __ is used to describe the difference between people
who are information-rich and people who are information-poor.

29. The term digital divide __ is used to describe the difference between people who
have access to Internet and other computer technology and people who do not
have such access.

30. Members of the Frankfurt School are credited with developing an approach to
understanding mass media called critical theory __.

31. political economy ___ theorists focus specifically on the relationship between the
economic and cultural effects of mass media.

32. cultural colonialism ___ is a term used to describe the exercise of control over an
area or people by means of cultural materials that reflect values and beliefs that
support the interests of the dominant power.
33. cultivation___ studies emphasize that when media systematically portray certain
populations in unfavorable ways, the ideas about those people that mainstream
audiences pick up help certain groups in society retain their power over the
groups they denigrate.

34. Researcher George Gerbner concluded that the hidden curriculum of TV violence
tell us that objects of TV violence are socially weak __.

35. Gerbner and his associates discovered that heavy TV viewers are more fearful ___
than light TV viewers.

36. Cultural studies include historical approaches, linguistic and literary approaches,
and anthropological __ approaches to understanding mass media.

37. The term polysemous __ is used to describe how a text is open to multiple
meanings.

38. Researchers Elihu Katz and Tamar Liebes discovered that people in different
parts of the world had different __ interpretations of the well known 1980s TV
series, Dallas.

39. Media activist Robert McChesney worries that our journalistic system focuses
more on attracting audiences __ than trying to build an informed society.

40. Media researcher George Gerbner feared that heavy TV viewers, because they
perceive the world to be a scary place, would give uncritical support to police /
military __.

41. Because of the increase in the number of mass media and mass media outlets
during the past two decades, media decision-makers have had to adapt to a trend
called ___ media fragmentation ___.

42. __ audience erosion ___ refers to a decrease in the percentage of the population
using a particular mass medium or a specific media outlet.

43. Because of the trend called ___ audience segmentation __, media organizations
have increasingly relied on the strategy of targeting.

44. When a media outlet is not ___ advertiser-supported ___, it must seek out targets
that are large enough or wealthy enough to cover the costs of the media product.

45. The trend identified as “crossing media boundaries” refers to the production of
content that ____ can be used and consumed in different media _____, and this
results in covering costs and generating revenue by a variety of exhibition points.
46. A media corporation that is structured according to vertical___ integration has
control of all phases of a media product, from production, through distribution to
exhibition.

47. The term syndication__ refers to a form of renting in which a media company
licenses, for a fee, the use by others of its media product.

48. Media executives use the term windows__ to describe the series of exhibition
points for audiovisual products through which revenues are generated.

49. News and feature syndicates__ are companies that provide newspapers with hard
and soft news for a subscription fee.

50. Crossing media boundaries helps media companies achieve a good share of _
mind__ for their products.

51. Because the rest of the world does not necessarily share the media tastes of
Americans, U.S. media corporations establish smaller __ subsidiaries or
companies ____ that concentrate on different parts of the world and funnel the
profits back to the home office.

52. The majors typically seek out films that will play well around the world, and this
means that the __action genre is especially lucrative.

53. In the film industry, a pickup is different from a coproduction, because the pickup
is not produced by a major / already produced by some company other than a
major___.

54. Mass media conglomerates are structured along the lines of __ horizontal ____
integration, bringing together the ownership of production facilities, distribution
channels, and/or exhibition outlets in different, even potentially competing,
companies across a number of media industries.

55. The process of media conglomeration is intended to achieve_synergy ____, a

situation in which the whole is greater than the sum of its parts.

56. Media companies sometimes develop alliances called __joint ventures___ that
involve the companies agreeing to work together or to share investments.

57. The trend called __digital convergence__ has encouraged cross-media distribution
because it turns the material into cross-platform data.

58. Napster was the most popular early version of what came to be called _ peer-to-
peer __ computing.
59. Critics argue that when an oligopoly exists in the media business, conglomerates
exercise power in a way that _narrows___ the mainstream agenda of society.

60. Media conglomerates are using social media websites like __ MySpace /
YouTube / FaceBook ___ to present their media products.

61. Critics argue that journalists are losing their ability to address the role and nature
of __ corporate ___ power in U.S. media because the organizations they work for
are a part of that powerful establishment.

62. In his book, Convergence Culture, Henry Jenkins argues that a new type of media
consumer is developing who revels in a so-called __ convergence __ culture and
who actually influences media firms in creating it.

63. Critics argue that U.S. media conglomerates are spreading a culture of
commercialism and __ homogenization / sameness / U.S. style content _____
worldwide.

64. Critics such as Edward Herman and Noam Chomsky argue that politicians are so
worried about getting favorable treatment from the press during election
campaigns that they play ball with large media firms, fearing _ they won’t get
enough coverage during a campaign _______ if they don’t.

65. On the “pro” side of the trend called _ media fragmentation_, it can be said that it
provides more media channels and outlets for people to use.

66. Prior to the invention of the printing press, books were copied by hand in places

called _ scriptoria

67. What made Gutenberg’s invention unique was his creation of__ movable type __.

68. The British Crown attempted to control the content of printed materials by
developing a _ licensing ___ system, under which only people with written
authority from the Crown could use a printing press.

69. In his famous pamphlet, John Milton argued that a free exchange of ideas would
create a _ marketplace of ideas ______.

70. The _ Copyright Act _ of 1709 was the first of its kind in any country and was
intended to encourage authors to create.

71. In America, the invention of the __ steam powered ____ printing press

transformed the book industry.

72. The U.S. joined the International Copyright Convention in 1891 after foreigners
began copying American books without _ paying __.

73. Authors of dime novels were paid _ fees ___, not royalties.

74. Beginning in the 1870s, women readers were targeted by inexpensive tearjerkers
called _ domestic novels ____.

75. Educational books often include learning materials called __ pedagogy ___.

76. The book industry refers to general-interest titles as __ trade books ___.

77. Mass market paperbacks tend to be _ smaller ____ than trade paperbacks.
78. Among consumer books, only _ religious __ books are categorized according to
content.

79. Traditionally, book clubs have operated on a negative __ option plan.

80. University press books are typically sold to _ professors / scholars / graduate
students ___.

81. The person who signs new authors and titles for a publishing company is called an
_ acquisitions editor.

82. The person who markets manuscripts to potential publishers is called a _ literary
agent __.

83. A book that sells over 100,000 hardcover copies is called a _ blockbuster __ in the
book industry.

84. University presses usually publicize their books at academic _ conferences __ and
by mail.

85. So far, consumers have been reluctant to adopt the digitally based _ electronic or
e-book _ book.

86. Using parts of another person’s work without citing or otherwise crediting the
original author is called _ plagiarism _____.

87. In order to reduce risks during the production process, book publishers make use
of authors with positive track records, offer advances on royalties, and __ conduct
prepublication research _______.

88. In the book publishing business, distribution is dominated by the largest trade
publishers and by other companies that are categorized as _ wholesalers __.
89. _ wholesalers ___ keep a watchful eye on three popularity indicators: the size of
the print run, the content of reviews, and the publisher’s marketing plan.

90. City Lights Bookstore is an example of an _ independent ___ bookstore.

91. Independent __ bookstores have had a hard time competing against bookstore
chains and online services like Amazon.com.

92. A _ presold title _ is one that publishers expect will sell well to specific audiences
because it ties into material that is popular with audiences across other media.

93. The first highly popular paperback novels in the U.S. looked like _ newspapers
__.

94. Harry Potter and the Deadly Hallows was one of the first major books to be
published on _ recycled or green _ paper.

95. A _ book tour ___ is a series of appearances that an author makes in various cities
in order to promote a title and stimulate sales.