Publisher’s Quiz

Chapter 4: Perspectives on Media and Audiences

1. Audience interpretations of media content are derived from ________.

the history of the audience member
the situation or context of consumption
media content
All of the above

2. Mass media audiences differ from earlier audiences, such as in a theatre, due to all of the
following EXCEPT ________.
their dispersion.
their active engagement with the content.
their relationship to each other.
their heterogeneity.

3. The "hypodermic needle" or "magic bullet" theory of communication is based on ________

theory.
Marxist
Behaviourist
Libertarian
Social responsibility

4. Agenda-setting research posits that ________.

media have a direct effect on people's beliefs
media cultivate particular ideas and attitudes
media work selectively to draw people's attention to particular events and circumstances
None of the above

5. Uses and gratifications research asks the question ________.

What do media do to audiences?
What do audiences do with media?
What use is the media to society?
How do we thank media producers?

6. The Frankfurt school felt that ________ had profound impacts on cultural life, including
media production and consumption.
the Industrial Revolution
the Great Depression
capitalism
gender

7. The idea that media content might be read from dominant, negotiated, or oppositional
perspectives is associated with ________.
uses and gratifications
the Frankfurt School
British Cultural Studies
All of the above

8. Reception analysis focuses on ________.

audience responses to the media in a clinical or laboratory setting
how the quality of the media signal affects audience response
how to create messages that a target audience can easily understand
the social setting in which people receive the media

9. Industry audience research uses techniques, such as ________, to segment audiences for better
targeting of specific people.
narrowcasting
lifestyle measurements
internet polls
None of the above

10. British Cultural Studies initially focused on issues related to ________.

gender
race
class
sexuality

11. Feminist research focuses on ________.

the gendered nature of narratives
how cultural products normalize the oppression of women
what women enjoy in media products
All of the above

12. Industry audience analysis differs from academic audience analysis because it ________.
focuses on the economic value of audiences
uses qualitative analysis to research audiences
considers the social context of audiences
deals primarily with print media

13. Industry audience research offers little understanding of audience ________.

reach
demographics
size
understandings of media content

14. In institutional audience research, the percentage of audience members who tune in for some
period of time refers to ________.
reach
share
narrowcasting
viewing time

15. Fragmentation in Canadian media use has led to ________.

fewer Canadians watching CBC
more Canadians watching CTV, Global and specialty channels
more Canadians watching television through the Internet
All of the above

16. With the development of the printing press, the act of communication be-tween the originator
of a message and its recipient became increasingly mediated.
True
False

17. Audience fragmentation has a number of benefits for broadcasters.

True
False

18. Media effects researchers have consistently found significant evidence that media
consumption directly causes changes in audiences' behaviors.
True
False

19. Effects research supports the notion that the media is able to sway audiences to believe
propaganda and advertising messages.
True
False

20. The main criticism of Effects Research is that the model is not able to illustrate the many
influences on decoding, making it too simplistic.
True
False

21. Cultivation analysis studies content for its abilities to cultivate particular ideas and attitudes
in audiences and viewers.
True
False

22. Instead of focusing on the question What do media do to audiences? the central question of
the uses and gratification research approach is What do audiences do with the media?
True
False

23. The statement "the poor are lazy" is an example of an ideological statement.
True
False

24. Culture is a set of ideas and values or 'way of life' through which people understand and
relate to the conditions under which they live.
True
False

25. Both the Frankfurt School and the Birmingham School claimed that individuals were
manipulated by the products of mass culture.
True
False

26. Marxist approaches to studying media emphasize the importance of human agency in media
consumption.
True
False

27. The Frankfurt School members have been accused of cultural elitism and pessimism.
True
False

28. Internet sites like YouTube allow all members of what was once thought of as the "passive"
audience to become media producers themselves.
True
False

29. Digital media like Facebook and Google have the ability to target advertising messages even
more effectively than traditional media.
True
False

30. "Reach" refers to the number of audience members available during a particular program pe-
riod.
True
False

31. Internet users have a high degree of control over how the information they post to the internet
is used by advertisers.
True
False

Chapter 5: Advertising and Promotional Culture

1. Advertising industries include ____________.
brands and companies advertising their products
product merchandisers
social media managers
All of the above

2. Social media has made "word of mouth" advertising ____________.

easier for businesses to encourage people to promote their products
focused exclusively on positive experiences that consumers have with brands
less popular due to lack of public trust in online campaigns
None of the above

3. All of the following are true of the economic impact of advertising except _______.
it is a significant part of the global economy.
it creates consumer awareness of products and services.
it has become less economically significant due to social media influencers.
it finances the production and distribution of most information and entertainment.

4. When did consumer culture become widely accepted as the main organizing principle of
culture and society?
Ancient Greece
The Industrial Revolution
The time of Canadian Confederation
The late 19th and early 20th centuries

5. The rise of consumer society can be traced back to factors such as ________.
increased wages and literacy of workers
decreased leisure time and need for time-saving devices
an overproduction of goods and changes in the political climate
All of the above

6. Advertising in Canada began to shift its approach to focus less on products and more on
consumer desires and needs ____________.
soon after the arrival of European settlers
after the industrial revolution
after World War I
after World War II

7. Commodity fetishism is a concept developed by which theorist?

Sut Jhally
Karl Marx
Dallas Smythe
Tim Horton

8. In its contemporary form, branding includes ____________.

giving products and companies human characteristics
a set of values and expectations attached to a name/logo
a way for mass-produced goods to be differentiated from one another
All of the above
9. The intangible value of a brand, including consumer recognition and loyalty, refers to
____________.
brand equity
brand authenticity
brand ideology
brand identity

10. Branding occurs in which of the following contexts?

Products and companies
Churches and universities
Individual people
All of the above

11. The increase of niche markets have resulted from all of the following factors except _______.
the need for radio advertisers to appeal to particular demographics after losing advertising dollars
to television stations.
newspaper publishers using advertisements for unique and specialized products to attract readers.
mass consumer magazines struggling while special-interest magazines flourished.
the expansion of cable and satellite television.

12. Market segmentation is ____________.

a straightforward way of understanding media audiences
a way for advertisers to connect with actual people interested in their product or service
a way for audiences to ensure their only see advertising that directly relates to their desires and
needs
an ideologically influenced and socially constructed form of understanding audiences

13. Digital media has made advertising ____________.

cheaper
more accurate
less personalized
Both a and b

14. The line between media content and advertising has become increasingly blurred due to
factors such as ____________.
native advertising
consumer data
subvertising
commodity fetishism

15. Social media influencers engage in promotional culture in which of the following ways?
Disseminating content by sharing and liking.
Inviting followers to respond to a dedicated thread.
Encouraging followers to generate or recreate content.
All of the above
16. Advertising refers to corporations marketing products, while promotional culture refers to
government and not-for-profit organizations their services.
True
False

17. Early "word-of-mouth advertising" essentially disappeared with more creative content
advertising popularized with the development of mass media such as radio and television.
True
False

18. Advertising can often be seen as exclusionary based on the presence of some ideas and
people and the absence of others.
True
False

19. Advertising is essentially the only way to fund entertainment and informational media
messages.
True
False

20. In Canada, advertising is protected by free speech.

True
False

21. Most online content creators do not get financially compensated for their time, even though
companies make profits from this content creation.
True
False

22. Unlike other forms of media, it is easy to measure the direct effects that advertising has on
audiences.
True
False

23. Initially, the advertising industry in Canada was seen as untrustworthy.

True
False

24. Commodity fetishism arose due to the separation of production and consumption, hiding the
labor practices that go into the creation of a product.
True
False
25. Subvertising refers to the cultural practice of altering corporate messaging in order to
challenge the political or ideological nature of corporations.
True
False
26. Television and radio ratings provide advertisers with an unbiased view of actual and potential
audience members.
True
False
27. One of the values of market segmentation is that the media can deliver a precise audience to
an advertiser.
True
False
28. Market segmentation of children defines them as consumers and makes the act of
consumption natural.
True
False
29. In recent years, the business of advertising has become increasingly focused on making
creative ads that captivate audiences.
True
False
30. The impact of social media influencers has lessened in recent years as consumers become
more savvy about the processes of advertising and promotion.
True
False
Chapter 6: Communication Technology and Society
ommunication Technology and Society: Theory and Practice
Quiz Content
1. Slack and Wise remind us that technologies are inherently social and _________.
political
cultural
personal
idealistic

2. Harold Innis' concept of the time bias impacts societies in which of the following ways?
They become close-knit.
They focus primarily on ways to communicate that save time.
They allow empires to spread over large geographic areas.
All of the above

3. In Marshal McLuhan's view, linear and logical thinking - along with individualism - are
hallmarks of which type of society?
Oral society
Print society
Electronic society
The Global Village

4. The ________ perspective views technology as a value-neutral tool.

instrumentalist
determinist
constructivist
substantivist

5. The ________ perspective views technology as socially constructed and shaped by social
forces.
instrumentalist
determinist
constructivist
substantivist

6. The _______ perspective holds that technology operates according to an inexorable logic
inherent in the technology itself.
instrumentalist
determinist
substantivist
technological determinism

7. Proponents of critical theory believe that _________.

we should focus our criticism on society's use of technology, not our own
we should focus our criticism on our own use of technology, not society's
we have choices about how we develop and use technology
None of the above

8. The idea that we believe we should constantly develop new technologies in order to better our
lives refers to _________.
socio-technical ensemble
technological imperative
digital dividge
cyborg affinity

9. The result of digitalization is _______.

the decline of print
independent newspapers becoming part of chains
the emerging of previously distinct media technologies
a breaking down of meaningful distinctions between media forms

10. When something is free for examination, modification, use, and distribution, it is ________.
individualized
open source
for the general source
Web 2.0

11. The world's first phone call was made by _______.

Thomas Edison
Alexander Graham Bell
Reginald Fessenden
Benjamin Franklin
12. The first radio broadcast was done by _______.
Thomas Edison
Benjamin Franklin
Alexander Graham Bell
Reginald Fessenden

13. An example of re-intermediation is _______.

Apple's iTunes music store
Instagram
Facebook
iPads

14. Technologies develop in a socially contingent manner, which means that they are affected by
________.
social forces
political decision-making
technological determinism
Both a and b

15. ________ is not an example of sites and applications that enable individuals to produce their
own content.
Facebook
The Globe and Mail
Instagram
YouTube

16. Media convergence refers to _________.

the merging of distinct media technologies through digitization and computer networking
a business strategy where different arms of a communications conglomerate work together.
Both a and b
None of the above

17. When we apply panopticism to surveillance techniques of society, we should be concerned

because it could ________.
impede citizens' sense of freedom
inhibit their lawful right to express criticism and dissent
inhibit their lawful right to peaceful protest
All of the above

18. Brun's key principles of produsage include ________.

inclusive rather than exclusive production
freely available content in an information commons
always unfinished and continuing production
All of the above
19. Canadian citizens and their online activities are being monitored by the government, police,
and corporations ________.
only occasionally
about half of the time
pretty much all of the time
never

20. New technologies are never rejected by society.

True
False
21. The space bias means that communications technology necessitates direct and close contact
among people living in nearby spaces.
True
False
22. Toronto School theorists such as Innis and McLuhan focus on media form above media
content.
True
False
23. Instrumentalism views technology as a value-neutral tool.
True
False
24. The theoretical perspective of substantivism largely prevails in today's study of technology.
True
False
25. Greater amounts of information do not equate automatically with a better-informed citizenry
or a healthier democracy.
True
False
26. One of the best and most famous examples of technological hubris is the sinking of
the Titanic in 1912.
True
False
27. Today's communications technologies have produced media silos, whereby media
technologies operate in distinct fields and are organized as discrete industries.
True
False
28. One of the chief causes of media convergence is digitization.
True
False
29. Big data refers to the automated collection, storage and analysis of vast amounts of
information in order to produce new knowledge about scientific, environmental, economic, and
social issues.
True
False
30. The Panopticon was developed by Michael Foucault.
True
False
31. Donna Haraway's concept of the cyborg is a fictitious though insightful way of representing
media technology as part human, part machine.
True
False
32. The internet was first developed as a peer-to-peer system, with no central control point in the
network.
True
False
33. While traditional mass media were typically experienced collectively, today's digital media
are more individualized.
True
False
Chapter 7
The Formation of Public Policy
1. Public policy in mass communication is established by ________.
media organizations
governments at all levels
professional associations
the World Trade Organization
2. Public policy is designed to protect the interests of ________.
citizens
content creators
Media Owners
All of the Above
3. Copyright laws are believed to have originated in which century?
The fifteenth
The seventeenth
The nineteenth
The twenty-first
4. All but which of the following emerged from government commissions on communication?
NFB
CRTC
CTV
CBC
5. ________ was a vocal advocate of copyright protections.
Charles Dickens
Mark Twain
Thomas Hardy
Daniel Defoe
6. The Aird Commission recommended that ________.
Canada establish a national public radio network
Canada establish quotas on foreign films in movie theatres
Canada adopt the constitutional principle of freedom of the press
None of the above
7. Canada's first national public broadcasting company was called ________.
the Canadian Broadcasting Corporation
the Canadian Radio Broadcasting Corporation
the Canadian Broadcasting Commission
the Canadian Radio Broadcasting Commission
8. Which of the following themes was raised by the Aird Commission, which persists even today
in communication policy development in Canada?
How to increase a sense of national unity
The relationship between communications media and commerce
The cultural menace of the United States
Both b and c
9. Canada's post-war nationalism of the 1950s and early 1960s was replaced in the 1970s and
1980s by ________.
the Quebec sovereignty movement
Western alienation
growing regionalism
economic conservatism
10. Massey-Lévesque introduced ________ to the cultural debate, a topic that has become
central to policy discussions in our time.
learning
financing
artistry
accessibility
11. The Fowler Commission of 1956-1957 studied ________.
cinema in Canada
broadcasting in Canada
corporate concentration in the newspaper industry
privatization of the telephone industry
12. The Fowler report acknowledged that Canadian broadcasting had to be ________.
comprehensive
positive
representative
accessible
13. The Fowler Commission supported state regulation of broadcasting in Canada for each of the
following reasons except ________.
the technological imperative
broadcasting was seen as too powerful a medium to take the laissez-faire approach
the positive recognition of regionalism and multi-ethnicity
to restrain commercial forces from the excesses to which they may go
14. Public consultations on policy issues least often attract ________.
industry stakeholders
members of the public
organized pressure groups
labour leaders
15. Which of the following was conspicuously absent from the Applebaum-Hebert report but
was characteristic of the Aird, Massey-Levesque and Fowler reports?
Anti-commmercial and anti-American rhetoric
Support for an active state role in the cultural sphere
A national identity or national unity discourse
Both a and c
16. Digital Canada 150 does not address the priority of ________.
providing protection against cyber-bullying and spyware
providing greater access to government materials and data online
creating a national public broadcasting system
connecting 98 percent of Canadians with high-speed access
17. The idea that market regulation is substituted for government regulation in sectors such as
communications is called ________.
deregulation
reregulation
frequency allocation
None of the above
18. The "Creative Canada" policy framework primarily ________.
privileges Canadian creativity over foreign creativity in the media industries
expands the focus of the culture industries to encompass a broader notion of creative industries
ignores the economic aspects of the creative industries
All of the above
19. Mass communication is a predominantly unstructured activity.
True
False
20. In Canada, public policy is developed exclusively by government commissions.
True
False
21. According to the Aird Commission, the medium of radio was perceived as an instrument of
national purpose.
True
False
22. The Canadian Broadcasting Corporation was Canada's first radio broadcaster.
True
False
23. Massey-Lévesque rejected the federal government's initial cultural interventions.
True
False
24. The Massey-Lévesque report considered cultural expression as the search for essence, or for
a 'Canadian spirit'.
True
False
25. Fowler hinted at a new force in the communications policy debate: economics.
True
False
26. Applebaum-Hébert maintained state governance as a central tenet.
True
False
27. The Applebaum-Hebert report accepted and furthered the protectionist stance against
American cultural products coming into Canada.
True
False
28. The cultural policy documents discussed in this chapter perceive the United States as a
positive influence on Canadian mass communication.
True
False
29. The term "deregulation" is misleading because it implies that the free market is not a form of
regulation.
True
False
30. Provincial governments develop policy that is particular to their needs, with Quebec being
the most obvious example.
True
False
31. Canada supports universal free speech, even including speech that might promote violence or
hatred toward identifiable groups.
True
False
32. Due to their immense popularity with audiences, there is little pressure to require foreign
online media companies like Netflix to adhere to the same taxation and financing rules as
traditional Canadian media companies.
True
False
33. The US domination of the Canadian media marketplace currently concerns policy analysts
much more than the Canadian government or Canadian audiences.
True
False
34. Increased diversity in the Canadian media audience, along with the need for reconciliation
with Canada's Indigenous peoples requires more flexible and inclusive communications policies.
True
False