Ch1: The changing media

Ch2: Media and society

Ch13:Media uses & effects

Sexual symbols

Exam 1—Chapters 1, 2 & 13

1. Feedback plays a bigger role in interactive systems than it does in the conventional SMCR model of mass

communication—true

2. Consider a moviegoer viewing 8 Mile. In this communications setting, who (or what) is the “S” on the SMCR

communications model? The film studio

3. Talking to a friend with IM would be asynchronous communication—false

Interpersonal communication—like a telephone, or text messaging, or IM

4. Digital communication uses continuously varying signals corresponding to the light or sounds originated by the

source.- false

5. Blogs are an example of the audience-generated nature of new media—true

6. New media have less personalization than old media—false

7. Wilbur Schramm’s SMCR model can be best applied to mass communication.

8. Narrowcasting means targeting content toward smaller and smaller audiences.

9. Which of the following is characteristic of analog signals? Continuous signal

10. Technological convergence is based on the fact that the same basic technologies can be used to transmit all

forms of communication—true

Convergence—the integration of mass media, computers, & telecommunications

11. On average, people spend as much time watching TV and listening to radio as they would devote to a full-time

job—true

2,600 hours watching TV/listening to radio; 800 hours using other media

12. An answering machine is an example of asynchronous interpersonal communication

13. Information workers make up about half of the US workforce.

14. What are the implications of the knowledge gap hypothesis for digital divide issues? The information-poor will

never catch up to the information-rich.

15. What is an example of “time shifting”? watching a program record on a TiVo

16. Compared to other innovations, why did VCRs diffuse so rapidly into American homes? They were compatible

with existing TV and films

17. In Hollywood, the computer movement started with the special effects in Star Wars.

18. The beginning of the Industrial Society associated with the printing press.

19. Early adopters precede innovations along the timeline of the diffusion curve, according to Rogers’ diffusion of

innovations theory—false

20. Diffusion of innovations theory focuses more on the lives of technologies or ideas, than on human behaviors—

true

21. Economies of scale work when first copy costs are spread over many subsequent copies—true

22. A monopoly is when a few firms dominate—false

Monopoly—1 company

23. One of the concepts stressed by critical theorists is the idea of “hegemony.” What do they mean by this? The

media teach the ideology of the ruling classes.

Hegemony—an underlying consensus of ideology that serves the dominant groups in society

24. In what sense do the sources to which you are exposed in your communication mosaic interact? each affects

your interpretation of info from the others

25. Memory is one dimension of the mosaic model—true

26. Times in an important dimension in the communication mosaic interact? you and the mosaic are both

constantly changing

27. What does “barriers to entry” mean? The high costs of establishing or acquiring media firms

28. A usage fee is when you pay each time you use the media, depending on how much you use—true

29. PBS is entirely subsidized by federal taxes—false

30. Why do large media firms produce commodities in large volumes? To pursue economies of scale

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Ch1: The changing media Ch2: Media and society Ch13:Media uses & effects Sexual symbols Exam 1—Chapters 1, 2 & 13

Feedback plays a bigger role in interactive systems than it does in the conventional SMCR model of mass communication— true
Consider a moviegoer viewing 8 Mile. In this communications setting, who (or what) is the “S” on the SMCR communications model? The film studio
Talking to a friend with IM would be asynchronous communication— false Interpersonal communication— like a telephone, or text messaging, or IM
Digital communication uses continuously varying signals corresponding to the light or sounds originated by the source.- false
Blogs are an example of the audience-generated nature of new media— true
New media have less personalization than old media— false
Wilbur Schramm’s SMCR model can be best applied to mass communication.
Narrowcasting means targeting content toward smaller and smaller audiences.
Which of the following is characteristic of analog signals? Continuous signal
Technological convergence is based on the fact that the same basic technologies can be used to transmit all forms of communication— true Convergence— the integration of mass media, computers, & telecommunications
On average, people spend as much time watching TV and listening to radio as they would devote to a full-time job— true 2,600 hours watching TV/listening to radio; 800 hours using other media
An answering machine is an example of asynchronous interpersonal communication
Information workers make up about half of the US workforce.
What are the implications of the knowledge gap hypothesis for digital divide issues? The information-poor will never catch up to the information-rich.
What is an example of “time shifting”? watching a program record on a TiVo
Compared to other innovations, why did VCRs diffuse so rapidly into American homes? They were compatible with existing TV and films
In Hollywood, the computer movement started with the special effects in Star Wars.
The beginning of the Industrial Society associated with the printing press.
Early adopters precede innovations along the timeline of the diffusion curve, according to Rogers’ diffusion of innovations theory— false
Diffusion of innovations theory focuses more on the lives of technologies or ideas, than on human behaviors— true
Economies of scale work when first copy costs are spread over many subsequent copies— true
A monopoly is when a few firms dominate— false Monopoly— 1 company
One of the concepts stressed by critical theorists is the idea of “hegemony.” What do they mean by this? The media teach the ideology of the ruling classes. Hegemony —an underlying consensus of ideology that serves the dominant groups in society
In what sense do the sources to which you are exposed in your communication mosaic interact? each affects your interpretation of info from the others
Memory is one dimension of the mosaic model— true
Times in an important dimension in the communication mosaic interact? you and the mosaic are both constantly changing
What does “barriers to entry” mean? The high costs of establishing or acquiring media firms
A usage fee is when you pay each time you use the media, depending on how much you use— true
PBS is entirely subsidized by federal taxes— false
Why do large media firms produce commodities in large volumes? To pursue economies of scale

Content analysis is a form of qualitative research— false Content analysis is a form of quantitative research
What devices emit electromagnetic radiation that some people say poses a health threat? (all of the above) Electrical power lines, computer video display terminals, satellite communication systems
Experimental research is useful for making generalizations about a population of people based on their answers to systematic questioning– false
Albert Bandura’s Bobo (clown) doll research in 1965 illustrates experimental research , and its results support social learning theory. Social learning theory —explains media effects in terms of imitating behavior seen in the media
Ethnographic research requires collecting information from personal observation or interviews— true
Selective Perception is the tendency to: interpret info in a way consistent with one’s prior knowledge, attitudes, and behavior
The idea that people have a tendency to avoid media messages that conflict with their own values is known as selective exposure– true
Stereotyping is the formation of generalizations about a group of people based on limited information.
There are 4 worlds that we discussed in class in which each of us lives. Which of the following is NOT one of those worlds? your social world, the world made up of what the people with whom you associate know and believe
Sesame Street is a good example of a show that provides informal learning.
Which of the hour worlds has the greatest influence on the way you vote in national elections? Fourth
How do reference groups affect our processing of information? we tend to test out interpretations of what we read, hear, and see on our family, friends, and others with whom we associated
According to cultivation theory, frequent exposure to violent messages increases the likelihood that people overestimate crime. Cultivation theory —argues that mass media exposure cultivates a view of the world that is consistent with mediated “reality”
According to the diffusion of innovation theory, the adaptation of new technologies follows a predictable sequence of stages.
The main functions of media are surveillance, entertainment, socialization and interpretation.
Which theory would predict that a real-life couple watching a TV couple kiss is more than likely to kiss themselves? Priming Priming theory— media images stimulate related thoughts in the minds of audience members
What do we mean when we say that meanings are not in words or pictures, that meanings are in people? Individuals do not receive meanings; they construct them
Many creative people in the film and TV industry are familiar with sexual symbols and the symbols’ interpretation because of their personal experience in psychoanalysis— true
Which of the following symbols would NOT typically be interpreted as representing sexual intercourse? Playing a guitar. Small animals going into holes. Climbing a staircase. Train entering a tunnel. Crashing waves.
Experimental studies show that when males are exposed to explicit pornography, (all of them) they are more likely to express negative attitudes toward women, they are more likely to think that relatively uncommon sexual practices are widespread, they are more likely to be more lenient with rape offenders in hypothetical court cases
Why is sexual symbolism so common in film and TV? (a) filmmakers/advertisers thing this may be successful in tapping into your unconscious desires (b) filmmakers like to impress their friends with how clever they can be (c) to avoid censorship (d) all of the above
The most influential explanation of the nature and meanings of dreams was written by: Sigmund Freud
Which of the following symbols would NOT typically be interpreted as representing male sexuality? Island or oasis —snake, revolver, or necktie
We can usually better understand what we read, hear, or see if we do not have expectations of what it is going to be— false…you’re expecting it.
Restraints on media content tend to encourage symbolic representation- true
“Information overload” is new phenomenon, caused solely by the fact that we have so many media of communication today— false

Review Sheet for Exam 1 - Introduction to Mass Communication | FDM 1303, Exams of Mass Communication

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