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100 Cards in this Set
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In the early 1800s, U.S. magazines began to less resemble their British forefathers, in large part because of uniquely American: a) literacy rates b) advertising support c) social movements like labor reform and abolition d) postal rates |
c) social movements like labor reform and abolition |
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The Postal Act of 1879 increased literacy and reduced cover prices, and _____ fueled the booming interest in mass circulation magazines after the Civil War. a) interest in social movements b) a growing immigrant population c) the emergence of several well-known columnists d) the spread of the railroad |
d) the spread of the railroad |
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In the late 1900s, magazines were able to reduce cover prices dramatically and thereby increase their readership due to: a) a growing immigrant population b) the spread of the railroad c) their ability to attract growing amounts of advertising d) a reduction in postage costs |
c) their ability to attract growing amounts of advertising |
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In the first decades of the twentieth century, Theodore Roosevelt coined the term _____ to describe writers who agitated for change by targeting powerful political and industrial people and institutions. a) snipers b) pulp writers c) inquisitors d) muckrakers |
d) muckrakers |
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The Crisis, first published in 1910 as the voice of the National Association for the Advancement of Colored People (NCAAP), was founded and edited by note African-American intellectual: a) Paul Robeson b) Artemus Williams c) W. E. B. DuBois d) Augustus DelRay |
c) W. E. B. DuBois |
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_____ carry stories, features, and ads aimed at people in specific professions and are distributed either by professional organizations or by media companies like Whittle Communications and Time Warner. a) Trade, professional, and business magazines b) Industrial, company, and sponsored magazines c) Consumer magazines d) controlled circulation magazines |
a) Trade, professional, and business magazines |
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_____ are magazines sold by subscription and at newsstands, bookstores, and other retail outlets like supermarkets, garden shops, and computer stores. a) Trade, professional, and business magazines b) Industrial, company, and sponsored magazines c) Consumer magazines d) controlled circulation magazines |
c) Consumer magazines |
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_____ are special versions of a given issue of a magazine, in which editorial content and ads vary according to some specific demographic or regional grouping. a) controlled circulation editions b) webzines c) anchored editions d) split runs |
d) split runs |
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_____ are ads that appear in magazines that take on the appearance of genuine editorial content. a) editorials b) advertorials c) split runs d) masked ads |
b) advertorials |
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Overall, what percent of American adults read a magazine? a) 50% b) 65% c) 93% d) 98% |
c) 93% |
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When you read Vogue, Sports Illustrated, or Wired, you're reading _____ magazine. a) a trade, professional, or business b) an industrial, company, or sponsored c) a consumer d) a controlled circulation |
c) a consumer |
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Paid circulation for America's magazine has a) grown dramatically over the last two decades. b) just barely kept pace with population growth. c) fallen precipitously since the advent of the Internet d) fallen slightly since the advent of the Internet. |
d) fallen slightly since the advent of the Internet. |
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Which of the following are NOT among the problems faced by online magazines as they attempt to become profitable? a) people are sued to their websites being free. b) they must produce expensive original content. c) they must compete not only with other magazines, but with all other websites on the Internet. d) web and Internet users tend to be unsophisticated readers. |
d) web and Internet users tend to be unsophisticated readers. |
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Magazine price advertising space in their pages according to their: a) level of control circulation b) size of run c) degree of pass-along readership d) circulation |
d) circulation |
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Magazine content placed near an ad that is designed to reinforce the advertiser's message (or at least not negate it) is called: a) complementary copy b) and advertorial c) a firewall d) split run content |
a) complementary copy |
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When and advertiser demands advance knowledge of editorial content in order to assure itself that it is happy with the placement of its ads near that content, this is referred to as: a) an ad-pull policy b) pre-screening c) breaking the firewall d) magaloguing |
a) an ad-pull policy |
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_____ was first published in 1923. Its brief (originally only 28 pages long) presentation of the week's news in review was immediately popular, and it was making a profit within a year of its birth. a) Time b) Newsweek c) U.S. News & World Report d) Collier's |
a) Time |
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_____ appear on virtually all consumer magazines, allowing readers to use their mobile devices to snap a photo and be instantly directed to a website. a) QR codes b) NFC codes c) Price codes d) advertisements |
a) QR codes |
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Communication between two or a few people is: a) mass communication b) feedback c) interpersonal communication d) reciprocal communication |
c) interpersonal communication |
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When messages are translated into an understandable sign and symbol system by a participant in the communication process, _____ is said to have occurred. a) noise b) encoding c) decoding d) feedback |
b) encoding |
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When signs and symbols are interpreted by a participant in the communication process, _____ is said to have occurred. a) noise b) encoding c) decoding d) feedback |
c) decoding |
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Anything that interferes with successful communication is said to be: a) noise b) encoding c) decoding d) feedback |
a) noise |
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In communication, the means by which messages are carried is: a) the feedback loop b) encoding c) decoding d) the medium |
d) the medium |
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In mass communication, feedback is typically: a) instant and direct b) quite powerful c) absent d) delayed and inferential |
d) delayed and inferential |
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"Communication is symbolic process whereby reality is produced, maintained, repaired, and transformed" is: a) the cultural definition of communication b) a sophisticated definition of feedback c) interpersonal communication when it works well d) the biological definition of communication |
a) the cultural definition of communication |
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Culture is constructed and maintained: a) though the mass media b) through interpersonal communication c) through encoding and decoding d) through communication |
d) through communication |
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The idea that history can be explained in terms of new and emerging technologies is: a) technological determinism b) manifest destiny c) technological despotism d) latent destiny |
d) through communication |
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Lasswell's model of communication is expressed as "Who Says What in Which Channel _____ with What Effect." a) with How Much Noise b) to Whom c) Using Which Medium d) to Which Interpreter |
b) to Whom |
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Culture is the world made meaningful; it is socially constructed and maintained through communication. It limits, as well as liberates us; it differentiates as well as united us. It defines our realities and thereby: a) shapes the ways we think, feel, and act b) tells us what is true and false c) creates a national togetherness d) offers us hope for a unified future |
a) shapes the ways we think, feel, and act |
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We can think of mass communication as a giant courtroom where, as a people, we discuss and debate our culture--what is and what we want it to be. This view sees mass communication as a: a) cultural storyteller b) repository of cultural understanding c) cultural forum d) unrelenting agent of change |
c) cultural forum |
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If we apply the standard model of capitalism to prime-time television programming, the television network is the producer, _____ are the product, and advertisers are the consumers. a) the programs b) the commercials c) we d) the actors |
c) we |
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The ability to effectively and efficiently comprehend and use any for of mediated communication is: a) conversationalist b) literacy c) comprehensibility d) media literacy |
d) media literacy |
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When we read media content at a variety of different levels, we are said to be engaging the content: a) intelligently b) as the producers had intended c) from multiple points of access d) intuitively |
c) from multiple points of access |
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Media literacy is: a) hard to master b) a skill that can be improved through practice c) impossible for young people to master d) more advanced in the United States than abroad |
b) a skill that can be improved through practice |
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The ability to comprehend and use written symbols effectively and efficiently is: a) literacy b) orallity c) reading d) democracy |
a) literacy |
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Print helped foster the Industrial Revolution: a) because people who read books began to demand change b) because it helped build and disseminate bodies of knowledge that led to scientific and technological development and the refinement of new machines c) through its creation of leisure and entertainment d) because it created jobs |
b) because it helped build and disseminate bodies of knowledge that led to scientific and technological development and the refinement of new machines |
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The common assumption that others are influenced by media messages but we are not is: a) the third-person effect b) a violation or the second principle of media literacy c) the otherness effect d) the CNN effect |
a) the third-person effect |
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Single-sheet announcements or accounts of events imported from England and posted on walls in the American colonies were called: a) broadsides b) Acta Diurna c) corantos d) diurnals |
a) broadsides |
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In 1734, New York Weekly Journal publisher _____ was jailed for publishing "scandalous libels" about the governor of Massachusetts. Nonetheless, it established the fact that a popular paper could challenge authority. a) Peter Zenger b) Benjamin Franklin c) James Franklin d) John Campbell |
a) Peter Zenger |
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Benjamin Franklin demonstrated that financial independence, based on advertising sales and other nonofficial economic support, could lead to editorial independence for his newspaper, the: a) Public Occurrences Both Foreign and Domestick b) Boston News-letter c) New-England Courant d) Pennsylvania Gazette |
d) Pennsylvania Gazette |
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The first 10 amendments to the U.S. Constitution are called the: a) Emancipation Proclamation b) Magna Carta c) Freedom of Speech and Press d) Bill of Rights |
d) Bill of Rights |
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The 1798 _____ made illegal the writing, publishing, or printing of "any false scandalous and malicious writing" about the president, Congress, or the federal government. a) Stamp Act b) Bill of Rights c) Alien and Sedition Acts d) First Amendment |
c) Alien and Sedition Acts |
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With the turn of the nineteenth century, urbanization, growing industries, the movement of workers to the cities, and increasing literacy combined to create an audience for a new kind of profit by selling advertising. These papers were known as: a) yellow journalism b) the penny press c) pulp papers d) tabloids |
b) the penny press |
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One penny paper, Horace Greeley's _____, established the mass newspaper as a powerful medium of social action through its use of non-sensationalistic, issues-oriented, and humanitarian reporting. a) New York Morning Herald b) New York Tribune c) New York Sun d) Chicago Tribune |
b) New York Tribune |
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Frederick Douglass's _____, founded in 1847 with the masthead slogan "Right is of no Sex -- Truth is of no Color -- God is the Father of us all, and we are all Brethren," was the most influential African-American newspaper before the Civil War. a) the North Star b) the Chicago Tribune c) The Ram's Horn d) Freedom's Journal |
a) the North Star |
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In 1849, six large New York papers, including the Sun, Herald, and Tribune, decided to pool efforts and share expenses in collecting news from foreign ships docking at the city's harbor. In doing so they established the first: a) penny press b) yellow tabloid c) wire service d) syndicate |
c) wire service |
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Joseph Pulitzer brought an activist style of coverage to stories in his newspaper. Sensational sex, criminal, and disaster news; giant headlines; heavy use of illustrations; and reliance on cartoons and color were all characteristics of this kind of journalism: a) the penny press b) yellow journalism c) wire reporting d) syndication publishing |
b) yellow journalism |
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In response to radio and magazines' challenge for advertising dollars, newspapers began consolidating into groups, known as _____. Hearst and Scripps were among the most powerful, owning papers in different cities across the country. a) syndicates b) chains c) combines |
b) chains |
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The oldest national daily newspaper in the United States is: a) the New York Times b) The Wall Street Journal c) USA Today d) the Christian Science Monitor |
b) The Wall Street Journal |
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Newspapers have traditionally kept their advertising and editorial functions separate. This is often referred to as the _____. a) firewall b) barrier c) guardian of trust d) moat |
a) firewall |
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The press' guarantee of freedom, as well as all people's right to free speech, is set out in which amendment to the U.S. Constitution? a) first b) fourth c) fifth d) fourteenth |
a) first |
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Newspaper horoscopes, chess and bridge columns, editorial cartoons, and comics are all material provided by: a) wire services b) chains c) syndicates d) joint operating agreements |
c) syndicates |
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Stories that help citizens make important decisions and keep up with important issues are known as: a) hard news b) soft news c) broad sheets d) wire services |
a) hard news |
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The success of smaller, more local newspapers can be credited to: a) lower cost b) coverage of unique material not found easily elsewhere c) less advertising d) better journalism |
b) coverage of unique material not found easily elsewhere |
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Most of the books carried to the New World by the American colonists were: a) inexpensive and survival oriented b) religious in nature c) agriculturally oriented d) expensive literary volumes |
b) religious in nature |
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Designed to help England recoup the money it lost waging the French and Indian War, the passage of the _____ in 1765 angered colonial printers, who correctly saw it as a limit on their right of free expression. a) Alien and Sedition Acts b) Paine Act c) Stamp Act d) Royal Printing |
c) Stamp Act |
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The _____, employing a typewriter-like keyboard, was introduced in the 1800s, allowing the mechanical rather than manual setting of type. a) pulp machine b) offset machine c) linotype machine d) hot print machine |
c) linotype machine |
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In 1860, the Beadle brothers began selling popular action novels for 10 cents. These _____ helped turn the book into a mass medium. a) dime novels b) ten-cent readers c) broadsides d) serialized novellas |
a) dime novels |
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A book is _____ when someone in authority limits publication of or access to it. a) proscribed b) censored c) mandated d) circumscribed |
b) censored |
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Books that are published first and only as paperbacks designed to appeal to a broad readership are called: a) el-hi b) trade books c) professional books d) mass market |
d) mass market |
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Many publishers, even authors, are happy to distribute their books in any and all formats, print and electronic. This is called _____. a) multistage publishing b) cross-publishing c) the three-screen strategy d) platform agnostic publishing |
d) platform agnostic publishing |
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The sale of a book, its contents, and its characters to filmmakers, paperback publishers, book clubs, and merchandise manufacturers is called the sale of its _____ rights. a) editorial b) managerial c) outsource d) subsidiary |
d) subsidiary |
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Possessing the ability to read but being unwilling to do so characterizes: a) literacy b) aliteracy c) illiteracy d) media literacy |
b) aliteracy |
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John Adams' Novanglus Papers and Thomas Paine's Common Sense: a) openly challenged British rule of the colonies b) articulately supported Britain's right to rule the colonies c) were instrumental in the fight to free the slaves d) were originally printed in Latin |
a) openly challenged British rule of the colonies |
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Uncle Tom's Cabin was originally written as: a) a series of antislavery lectures b) a silent film c) a transcription of a standard slave's tale d) a magazine serial |
d) a magazine serial |
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The book industry was slow to develop after the Revolutionary War. Books were still expensive, and literacy remained a luxury. But in a movement that began before the Civil War, _____ came to most states by 1900, swelling the number of readers. a) the railroads b) compulsory education c) reduced taxes on the purchase of books d) the automobile |
b) compulsory education |
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We turn to books for certainty and truth about the world in which we live and the ones about which we want to know specifically because books are: a) agents of social and cultural change b) important cultural repositories c) sources of personal development d) sources of entertainment and escape |
b) important cultural repositories |
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A recent trend in the book business is _____, the idea that potential synergies between books and other media have spurred big media companies to invest in publishing companies. a) Hollywoodization b) synergy c) hypercommercialism d) convergence |
a) Hollywoodization |
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In the last 10 years, which platform has seen the largest increase the number of minutes 8-to 18 year olds spend per day reading? a) books b) magazines c) online magazines and newspapers d) newspapers |
c) online magazines and newspapers |
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Online book sellers such as Amazon control more than _____ percent of the US book business across all formats. a) 20 b) 50 c) 90 d) 30 |
b) 50 |
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Media effects that occur at the cultural level are said to be: a) micro-level effects b) macro-level effects c) administrative effects d) critical effects |
b) macro-level effects |
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Questions about media's impact on issues, such as what kind of nation we are building or qhat kind of people we are becoming, are characteristic of: a) micro-level research b) transmissional research c) critical research d) ritual research |
c) critical research |
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In a typical beer ad, "buy this beer?" is the _____ message, whereas "you need this beer to have fun, to be attractive, and to have friends" may be its _____ message. a) ritual; transmissional b) transmissional; ritual c) micro-level; macro-level d) administrative; critical |
b) transmissional; ritual |
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_____ theory argues that cultures give symbols meaning and then those symbols control behavior. a) social construction of reality b) symbolic interaction c) gatekeeper d) agenda setting |
b) symbolic interaction |
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_____ theory argues that media do not tell us what to think, but what to think about. a) social construction of reality b) symbolic interaction c) gatekeeper d) agenda setting |
d) agenda setting |
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The emergence of cultural theory in mass communication signaled a return to: a) the primacy to social science observation in communication research b) the belief in powerful media effects c) the belief in limited media effects d) mass communication theory's roots in psychology and sociology |
b) the belief in powerful media effects |
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During the _____ era of mass communication theory, the media were believed to be corrupting influences that undermined the social order, and "average" people were considered defenseless against their influence. a) mass society theory b) hypodermic needle theory c) limited effects theory d) cultural theory |
a) mass society theory |
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The era of the limited effects perspective on mass communication theory began with what famous media event? a) the sinking of the Titanic b) the coming of talking pictures c) the Orson Wells radio production of "The War of the Worlds" d) the Frank Capra "Why we Fight" films |
c) the Orson Wells radio production of "The War of the Worlds" |
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In limited effects theory, the influence of media is thought to be limited by people's intelligence and education, in other words by their: a) personal relationships b) individual differences c) social categories d) opinion leaders |
b) individual differences |
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The idea that information from the media, and therefore media effects, travel from media through opinion leaders to opinion followers is called _____ theory. a) uses and gratifications b) limited effects c) attitude change d) two-step flow |
d) two-step flow |
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_____ theory argues that people experience a kind of mental discomfort when confronted with new information. As a result, they consciously and subconsciously work to limit or reduce that discomfort. a) Dissonance b) Limited effects c) Attitude change d) Two-step flow |
a) Dissonance |
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_____ theory argues that media don't do things to people; rather, people do things with media. In other words, media's influence is limited to what people allow it to be. a) Uses and gratifications b) Limited effects c) Attitude change d) Agenda setting |
a) Uses and gratifications |
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The underlying assumption of _____ theory is that our experience of reality is an ongoing, social construction, not something that is only sent, delivered, or otherwise transmitted to a docile public. a) uses and gratification b) limited effects c) attitude change d) cultural |
c) attitude change |
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_____ theory is the idea that cultural symbols are learned through interaction and then mediate that interaction; in other words, people give things meaning and that meaning controls their behaviors. a) Social construction of reality b) Neo-Marxism c) Symbolic interaction d) Product positioning |
c) Symbolic interaction |
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The theory of _____ says that television constructs a reality of the world that, although possibly inaccurate, become the accepted reality simply because we as a culture believe it to be true. a) social construction of reality b) cultivation analysis c) symbolic interaction d) product positioning |
b) cultivation analysis |
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_____ theories rely on the idea that the media operate primarily to justify and support the status quo at the expense of ordinary people. a) Social scientific b) Cultivation c) Ice-age d) Critical cultural |
d) Critical cultural |
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The simultaneous consumption of many different kinds of media is known as: a) medial multitasking b) multidimensional consumption c) synergy d) cross-platform interdiction |
a) medial multitasking |
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Disney's purchase of Capital Cities/ABC is an example of: a) concentration of media ownership b) globalization of media c) audience fragmentation d) erosion of distinctions among media |
a) concentration of media ownership |
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The ownership of several major US media corporations by foreign companies is an example of: a) concentration of media ownership b) globalization of media c) audience fragmentation d) erosion of distinctions among media |
b) globalization of media |
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The strategy of tailoring media content to specific audiences possessing characteristics of interest to specific advertisers is: a) narrowcasting or niche marketing b) subgroup maketing c) synergy d) message concentration |
a) narrowcasting or niche marketing |
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Groups of people, or audiences, bound by little more than an interest in a given form of media content are: a) bounded cultures b) content subcultures c) synergy d) taste publics |
d) taste publics |
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USA Today -- the newspaper, the iPa app, and the webpage -- are an example of: a) concentration of media ownership b) globalization of media c) audience fragmentation d) erosion of distinctions among media |
d) erosion of distinctions among media |
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When a media company has content that it can use across a number of its different holdings. a) narrowcasting or niche marketing b) subgroup marketing c) synergy d) message concentration |
c) synergy |
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The integration, for a fee, of specific branded products into media content it: a) narrowcasting b) in-content marketing c) product placement d) message corruption |
c) product placement |
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When commercials are part of and essential to a piece of media content, proponents of this practice say it isn't a commercial, it is: a) niche marketing b) subgroup marketing c) synergy d) brand entertainment |
d) brand entertainment |
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The ability to access any content, anytime, anywhere describes: a) narrowcasting b) subgroup marketing c) synergy d) consumption-on-demand |
d) consumption-on-demand |
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When audiences consume content at a time predetermined by the producer and distributor: a) niche programming b) schedule-making c) media multitasking d) appointment consumption |
d) appointment consumption |
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When a media system's operation is dominated by a few large companies, a(n) _____ is said to be in place. a) oligopoly b) monopoly c) duopoly d) convergence |
a) oligopoly |
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The idea that the audience for mass media is increasingly less mass refers to: a) oligopoly b) audience fragmentation c) concentration d) covnvergence |
b) audience fragmentation |
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The fact that people increasingly have no preference for where they access their media content suggests that they are becoming _____. a) lazy b) content-neutral c) media literate d) platform agnostic |
d) platform agnostic |
