Media/Society: Industries, Images, and Audiences Fifth Edition Test Bank

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Croteau/Hoynes:Media/Society,5thEdition1Chapter 1: Media and the Social WorldTest Bank1. The process by which we internalize the social norms and values of our cultureand develop a sense of self is known as __________.a. normalizationb. naturalizationc. self-realization*d.socialization2. In 2013, roughly what percentage of U.S. households had broadband access athome?a. 55%*b. 65%c. 75%d. 85%3. Media scholars often study how pressure from advertisers influences journalists’news reporting. In media sociology, advertising pressure can be regarded as _____and journalists crafting stories as ______.*a. structure, agencyb. agency, structurec. environment, functionsd. functions, environment4. Which of the following statement about the historical development of mass mediais not true?*a. Television was the first broadcast medium in history.b. Printing was influenced by the Church in Europe.c. The cinematograph was invented by the Lumiére brothers in the 19th century.d. The telegraph allowed instantaneous communication over long distances.5. Sociologists argue that humans must build and interpret the meaning of objectivereality. They refer to this process as:a. The variability of realityb. Reality attainmentc. Social specificity*d. The socialconstruction of reality6. Which of the following generally is not considered a form of mass media?a. Filmsb. Newspapers*c. Telephonesd. Music CDs7. The first form of mass media was:

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Croteau/Hoynes:Media/Society,5thEdition2a. Radio*b. Printingc. The telegraphd. Television8. The first practical printing press with movable type dates back to the:a. 1200s*b. 1400sc. 1600sd. 1800s9. Information traveled only as fast as a horse, ship, or train could carry it up until theinvention of:a. Radiob. Telephonesc.Newspapers*d. The telegraph10. The first broadcast medium was:*a. Radiob. Moviesc. Televisiond. Telegraph11. The introduction of broadcast media marked the first time that media producersdid not have to:a. Worry about costsb. Limitthemselves to local distributionc. Rely on steam-generated power*d. Physically distribute their products12. Television was widely introduced in the United States during the:a. Late ’20s and early ’30sb. Late ’30s and early ’40s*c. Late ’40s and early ’50sd. Late ’50s and early ’60s13. Much of the initial funding for the Internet came from:a. Private corporationsb. Individual computer hobbyistsc. Nonprofit, public-interest foundations*d. The government, especially the Pentagon14. In sociology, social structure generally refers to:a. The physical environment in which we live daily life*b. Any recurring pattern of social behavior

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Croteau/Hoynes:Media/Society,5thEdition3c. The act of creating social interactiond. The dominant ideology of a society15. The pattern ofsocial behavior expected of people related by birth can be called:a. Socialization*b. Family structurec. Human agencyd. Routinization16. In sociology, agency generally refers to:*a. Intentional and undetermined human actionb. Any social organization or institutionc. Public communication processesd. Larger social infrastructure17. Structure usually implies:a. Organization*b. Constraintc. Planningd. Human will18. Which of the following topics is not an example of relationships betweeninstitutions?a. An organized demonstration to protest poor political coverage in the localnewspaperb. Government regulation of the media*c. The impact of violent television on young childrend. The impact of advertising revenue on the media industry19. Which of the following is an example of relationships within the media industry?*a. Editorial pressure on journalists produce exciting, “sexy” storiesb. The impact of pornography on those who buy itc. Government’s early financial support of the Internetd. Chinese government’s control of the Internet20. Within the media industry, the tension between structure and agency relatesprimarily to:a. The lobbying efforts of media conglomerates to influence government*b. How much autonomy mediapersonnel have in doing their workc. How technological innovations are changing the nature of media workd. The struggle parents have in restricting the amount of television children watch21. In addition to the media industry and the social world, the “media and the socialworld” model includes the following elements:a. Government, audiences, and technology*b. Audiences, technology, and messages

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Croteau/Hoynes:Media/Society,5thEdition4c. Technology, government, and messagesd. Messages, audiences, and media personnel22. Thomas Edison is most known for his development of thea. Cinematograph*b. Phonographc. Magnetic taped. The Long-Playing (LP) record.23. Which of the following is NOT as example of how audiences are users of media?a. Updating Facebookb. Uploading a video on YouTubec. Posting music on Tumblr*d. Reading a news story online24. Nielsen started measuring media consumption in “Zero-TV” households becausea. More than 25% of U.S. households are “Zero-TV” households.b. An increasing percentage of U.S. households do not have a television set.*c. Over half of “Zero-TV” households are made up of 18-to 34-year-olds.d. More households are relying on cable and satellite instead of over-the-airbroadcasts.25. Which of the following best highlights active interpretations of media products?a. Reader or audience rather than receiver or userb. Reader or receiver rather than user or audience*c. Reader or user rather than receiver or audienced. None of the above26. Print media use has increased in the past few years as young adults haveembraced multitasking.a. True*b. False27. Audiences and users are more passive than they were in the broadcasting era.a. True*b. False28. Social movements have adopted new tactics such as public demonstrations inorder to attract media attention.*a. Trueb. False29. Smaller video cameras have played a role in enabling users to bypass the mediaentirely.*a. Trueb. False

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Croteau/Hoynes:Media/Society,5thEdition530. The rise of the cassette made sound digital for the first time.a. True*b. False31. Media reporting of crime can create a moral panic.*a. Trueb. False32. Fictional portrayals of crime are more influential in promoting fear in audiencesthan local news.a. True*b. False33.According to the sociologist C. Wright Mills, the “sociological imagination” allowsus to connect “public troubles” and “private” issues.a. True*b. False34. Agency is determined social action.a. True*b. False35. How bloggers influence the operations of commercial news organizations is anexample of relationships within the media industry.*a. Trueb. FalseType: E36. How does the rise of the Internet challenge the idea that technologies determinethe evolution of media?*a. The Internet has been influenced by commercial discourses (e.g., e-commerce,social networking, and advertising). Users can upload materials, respond to newsstories, and create and distribute content, which affects how we understand Internetculture. The Internet has been influences by government policy and regulation, suchas U.S. federal spending (especially by the Pentagon) on the construction of theInternet.Type: E37. According to the authors, what are the differences between the study ofsociology and mass communication?*a. Mass communication is focused on media forms, and may embrace any numberof approaches to studying media, including sociological perspectives. Sociologicalapproaches are a subset of sociology as a discipline. Sociological approaches tomedia focus on agency and constraint, relationships between institutions, and

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Croteau/Hoynes:Media/Society,5thEdition6audiences use and interpretations of media. Sociological approaches analyze mediaas a part of our social world and how media influence our sense of self.Type: E38. What are some differences between face-to-face and mass-mediatedcommunication for readers? How does this distinction affect politics?*a. In face-to-face communication, audiences can see more clues such as bodylanguage, gesture, and other aspects of nonverbalcommunication; they can alsoask questions and challenge speakers directly. Mass-mediated communication oftenaddresses audiences anonymously; there is less direct feedback. It is also harder todetermine the sender’s intention or aims.Type: E39. Why do the authors sometimes use reader or user rather than receiver oraudience?*a. The authors sometimes use reader or user because they argue that we are oftenmore active interpreters of meaning and creators of media than the terms receiver oraudience often imply. They want to highlight audience activity (rather than passivebehavior such as the “couch potato” stereotype). They also want to highlight theinteractive potential of some forms of new media.Type: E40. What is the difference between total media exposure, the multitaskingproportion, and total media use? Explain why these distinctions are important forunderstanding young adult media use.*a. Young adults may be in contact with media forms for multiple hours a day, orhave media devices on all the time (total media exposure). Multitasking is when oneuses more than one medium at a time. Total media use is the actual number ofhours spent using media, once time multitasking has been taken into account. Thesedistinctions are important for differentiating between attention and inattention and forunderstanding what media forms require more undivided attention.Type: E41. How was broadcasting different from previous ways of distributing andconsuming media?*a. Broadcasting did not require the distribution of physical media copies. Audiencesdid not have to travel; rather, they could be addressed where they were, often in thehome. Broadcasting enabled wider forms of media distribution and sped up thespeed of media transmissiongreatly when compared to print.Type: E42. In explaining the role of media in society, sociologists often refer to the processknown as socialization. Briefly describe what this concept means. In your answer,make sure to include at least one example.*a. Socialization refers to the process by which we learn and internalize the values,beliefs, and norms of the culture in which we live; in the process, we develop a

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Croteau/Hoynes:Media/Society,5thEdition7sense of self, an identity, and a sense of belonging. When we are fully socializedinto a culture, we take its values and norms for granted. Mass media define how wethink about fashion and gender. Representations of Wall St. and finance reinforcethe idea that the pinstripe suit is masculine. Business students may wear suits thatremind them of high-profile film and television characters in order to project a similaraura of confidence. Students might use examples on gender and beauty standards,media and fashion, masculinity and representations of male athletes in baseball,basketball, or football, or dominant constructions of teen culture in television andfilm.Type: E43. Sociologists often link discussions of social relations to the concepts of“Structure” and “Agency.” What are they, and how do they relate to each other? Dothey have equal relationships? Are they at odds? In your discussion, includeat leastone specific example.*a. Structure refers to any recurring pattern of social behavior. Agency is intentionaland undetermined social action. They do not necessarily have an equal relationship.Structural constraints limit agency. The family is a structure that limits how we think,but the degree of autonomy we have to express ourselves within our family is ourlevel of agency. Advertising and editorial policies are structures that limit whatjournalists can say and write. The ability of journalists to write and pursue stories asthey wish within these structures defines their agency.

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Croteau&Hoynes:Media/Society,5thEdition1Chapter 2: The Economics of the Media IndustryTest Bank1.Which of the following correctly links a broadcaster and its parent company?a.NBC—Viacomb.ABC—Comcastc.CBS—Walt Disney*d. Fox—News Corporation2.A company seeking to becomevertically integrated in the book industry may wantto purchase which of the following companies?a.A record label*b. A paper millc.A chain of movie theatersd.None of the above3.Conglomeration refers to the process in which:a.Network television imitates itself to build on previously established successb.A larger number of corporations enter the media industry*c. Media companies become part of larger corporationsd.Media companies begin to sell off their holdings4.The notion of a “private ministry of information” refers to:*a. A small number of private firms dominating the media industryb.Government interference in the media industryc.The rise of the computer Internet as a form of communicationd.High taxes on media companies5.The “homogenization hypothesis” about media ownership and the diversity ofmedia content proposes that concentrated ownership will:*a. Produce media that lack diversityb.Produce media that contain great diversityc.Lead to the expression of new ideasd.Have no effect6.“Quasi-monopoly” local newspaper ownership means that:a.There are a small number of local newspaper ownersb.Local newspapers are owned by national chains*c. Two companies jointly operate the two papers in a single townd.There are no daily papers available7.Which of the following media conglomerations is not American?a.Viacom*b. Bertelsmannc.Time-Warnerd.Walt Disney

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Croteau&Hoynes:Media/Society,5thEdition28.When Warner Bros. released Harry Potter and the Sorcerer’s Stone in 2001,corporate parent AOL Time Warner promoted the film using a variety of media.Which of the following media theydid not use?a.AOLb.Moviefonec.People magazine*d. HarperCollins Publishing9.The belief that “nothing succeeds like success” leads network televisionexecutives to:*a. Develop programs that copy key traits of current ratings leadersb.Develop programs about successful businesspeoplec.Move program time slots in search of a successful slot on the scheduled.Look for new talent on a regular basis10.News companies are taking various measures to keep costs down lately. Whichof the followingdoes not belongto such measures?a.Decrease the number of journalists on staffb.Limit investigative reportingc.Focus the news on preplanned official events*d.Increase international news coverage11.When advertisers sponsor TV programs, they are especially interested in the:a.Name of the program’s producerb.Network executives they will be working withc.Scripts for upcoming episodes*d. Size and make-up of the audience12.The shift to advertising as a source of revenue for the 19th-century British pressled to:*a. The decline of the national radical pressb.The rise of a national radical pressc.An increase in the importance of the number ofreadersd.A decrease in the importance of the number of readers13.Which kind of news is particularly vulnerable to pressure from advertisers?a.Coverage of national sporting events*b. Coverage of local real estatec.Coverage of the presidentd.Coverage of foreign policy14.Which of the following media companies is the dominant player in the U.S. radioindustry?*a. Clear Channelb.Sony Music Entertainment

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Croteau&Hoynes:Media/Society,5thEdition3c.Penguin Random Housed.20th Century Fox15.Many argue that increased media concentration by a small number ofconglomerations causes some effects on media contents. Which of the followingdoes notbelong to such effects?a. The diversity of media contents may be reduced.b. News and other journalistic programs may be forced to become an“entertainment.”c. Media owners’ specific political agenda may be promoted.*d. Audience may become more active in interpreting media contents.16.If a media company integrates a talent agency, a film studio, and a movietheater, this is called ________ integration.*a. verticalb.horizontalc.spirald.linear17.“Advergames” is an example of _______ marketing.*a. viralb.guerillac.preferentiald.mass18.Advertisers’ strategy to build their products into the storyline of a movie,television series, or video game by including them in a seemingly natural andrecurring way that may be hard to recognize is called _______.*a. product placementb.product testingc.product samplingd.product exhibition19.The advertising strategy in which brands become integral characters in mediacontents and thereby media production costs are shared by advertisers is known as_______a.brand procurement*b. brand integrationc.brand synergyd.brand sharing20.____________ refers to the ways reporters doubt themselves, tone down theirwork, omit small items, or drop entire stories to avoid pressure, eliminate anyperception of bias, or advance their careers.a.Citizen journalismb.Embedded journalism

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Croteau&Hoynes:Media/Society,5thEdition4*c. Self-censorshipd.Agenda-setting21.Which of the following is true about early newspapers in the United States (18thto early 19th century)?a.Newspapers were largely funded by corporations.b.“Objectivity” was a major norm of newspaper journalists.c.No editors existed for newspapers.*d. Newspapers were advocates of political parties.22._______ refers to the degree to which there is diversity in media content readilyavailable to audiences.a.Media monopolyb.Media concentration*c. Media pluralismd.Media conglomeration23.Which corporation owns the sports cable network ESPN?*a. Walt Disneyb.News Corporationc.Comcastd.Viacom24.Networks’ tendency to minimize the risk of losing money on programs is knownas _____*a. Profit-driven logic of safetyb.Program diversificationc.Fin-sync ruled.Prime time program bias25.The approach to media that says media products should be understood as theresult of a social process that occurs within an institutional framework is known asthe ______ perspective.*a. productionb.technologicalc.encodingd.decodingType: E26.From American Idol to Survivors to Jersey Shore, a recent trend in television isthe proliferation of reality shows. Why do you think there is such proliferation ofreality shows today? Try to incorporate media economics and productionperspectives in your answer.Type: E

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Croteau&Hoynes:Media/Society,5thEdition527.Many network television shows constantly imitate each other, creating copiesand spin-offs. From the perspective of media economics, why do we see similarprograms across the networks?Type: E28.Define media “concentration” and “conglomeration.” Then discuss their potentialeffects on media contents and production.Type: E29.Analysts often say that profit-driven logic has taken over news operations inmany media firms these days. What would be the consequences of costminimization and profit maximization on news media specifically?Type: E30.It is often said that economic forces helped develop the norms of objectivity andneutrality in U.S. newspapers during the 19th century. Clarify this statement to yourbest ability.31.The number of media businesses in the United States has decreased over thelast several decades.*a. Trueb. False32.A “production perspective” in media studies suggests that media products shouldbe seen as the result of social and economic processes of production.*a. Trueb. False33.Bertelsmann is the largest global media company measured by revenue.a. True*b. False34.Thehomogenization hypothesis suggests that media concentration would lead todecreased diversity in media contents.*a. Trueb. False35.“Horizontal” integration refers to the integration of media companies of similarsizes.a. True*b. False36.CBS is an example of a niche media company aimed at specific audiences.a. True*b. False

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Croteau&Hoynes:Media/Society,5thEdition637.Media products are free-floating texts, independent of organizational or externalconstraints.a. True*b. False38.The U.S. press of the early 19th century was a biased, partisan press.*a. Trueb. False39.“Advergames” refers to adventure games played online.a. True*b. False

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Croteau&Hoynes:Media/Society,5thEdition1Chapter 3: Political Influence on MediaTest Bank1. This landmark media regulation eased media ownership requirements so that bigmedia businesses could flourish. What is this regulation called?a. The Fairness Doctrine (1949)b. TheConcentration Act (1988)*c. The Telecommunications Act (1996)d. The First Amendment (1791)2. The following clause comes from the U.S. Constitution. To promote the progressof science and useful arts, by securing for limited times to authors and inventors theexclusive rights to their respective writings and discoveries. To what does this clauserefer?*a. Copyrightb. Freedom of speechc. Mergers and acquisitionsd. Defamation3. The government regulation forcing networks to buy programming fromindependent producers is called the _______.a. Creative Commons License*b. Fin-syn Rulec. Fairness Doctrined. Diversity Doctrine4. One of the myths about government regulation of the media is that:*a. The media industry generally opposes all forms of government interventionb. All national governments have some form of media regulationc. Democratic societies have generally supported freedom of the pressd. The United States generally has fewer regulations on media compared to Europe5. So-called radio pirates have faced legal troubles because they:a. Broadcast “indecent” material*b. Operate without federal licensesc. Traffic in stolen goodsd. Criticize elected officials6. The major ongoing debate about media regulation is:a. Whether or not thegovernment has the right to regulate the mediab. Whether or not the government should regulate the media*c. What kind of government regulation should existd. How to enforce the regulations7. Government has regulated broadcast media differently than print media primarilybecause:

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Croteau&Hoynes:Media/Society,5thEdition2*a. Broadcast signals use scarce public airwavesb. Broadcast signals are seen in the privacy of the homec. Media companies are completely dependent on advertising for revenued. Media companies lobbied government8. Which of the following government regulations clearly benefits the mediaindustry?a. Limitations on ownership of media outlets*b. Broadcast license requirementsc. The (now-defunct) Fairness Doctrined. The Concentration Act9. The phrase “Congress shall make no law . . . abridging the freedom of speech orof the press” is from the:a. Declaration of Independence*b. First Amendment to the U.S. Constitutionc. Communications Act of 1934d. Founding charter of the Federal Communications Commission (FCC)10. The Telecommunications Act of 1996:a. Tightened restrictions on media ownership*b. Eased restrictions on media ownershipc. Eliminated the Federal Communications Commission (FCC)d. Revamped the Federal CommunicationsCommission (FCC)11. The FirstAmendment was originally designed for:a. All forms of media*b. The print media onlyc. Only white, male, property ownersd. East coast only12. The chief media and communication regulatory body in the United States is the:*a. FCC (Federal Communications Commission)b. MRB (Media Regulations Board)c. FTC (Fair Trade Commission)d. Department of Justice13. The five commissioners on the FCC are:a. Elected by the members of Congress to four-year terms*b. Appointed by the president and confirmed by the Senatec. Chosen by media industry leaders and confirmed by the presidentd. Appointed by the Supreme Court and confirmed by the president14. One of the arguments about the media that “free market” advocates usuallymake is that:*a. Consumers have the ultimate power to tune in or buy media products

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