Chapter 4 Flashcards
(48 cards)
1
Q
- Audience interpretations of media content are derived from ________.
A
the history of the audience member incorrect
the situation or context of consumption incorrect
media content incorrect
2
Q
- Mass media audiences differ from earlier audiences, such as in a theatre, due to all of the following EXCEPT ________.
A
their active engagement with the content.
3
Q
- The “hypodermic needle” or “magic bullet” theory of communication is based on ________ theory.
A
Behaviourist
4
Q
- Agenda-setting research posits that ________.
A
media work selectively to draw people’s attention to particular events and circumstances
5
Q
- Uses and gratifications research asks the question ________.
A
What do audiences do with media?
6
Q
- The Frankfurt school felt that ________ had profound impacts on cultural life, including media production and consumption.
A
capitalism
7
Q
- The idea that media content might be read from dominant, negotiated, or oppositional perspectives is associated with ________.
A
British Cultural Studies
8
Q
- Reception analysis focuses on ________.
A
the social setting in which people receive the media
9
Q
- Industry audience research uses techniques, such as ________, to segment audiences for better targeting of specific people.
A
lifestyle measurements
10
Q
- British Cultural Studies initially focused on issues related to ________.
A
class
11
Q
- Feminist research focuses on ________.
A
- the gendered nature of narratives
- how cultural products normalize the oppression of women
- what women enjoy in media products
All of the above
12
Q
- Industry audience analysis differs from academic audience analysis because it ________.
A
focuses on the economic value of audiences
13
Q
- Industry audience research offers little understanding of audience ________.
A
understandings of media content
14
Q
- In institutional audience research, the percentage of audience members who tune in for some period of time refers to ________.
A
Share
15
Q
- Fragmentation in Canadian media use has led to ________.
A
Fewer Canadians watching CBC incorrect
more Canadians watching CTV, Global and specialty channels incorrect
more Canadians watching television through the Internet incorrect
All of the above correct
16
Q
- With the development of the printing press, the act of communication be-tween the originator of a message and its recipient became increasingly mediated.
A
True
17
Q
- Audience fragmentation has a number of benefits for broadcasters.
A
False
18
Q
- Media effects researchers have consistently found significant evidence that media consumption directly causes changes in audiences’ behaviors.
A
False
19
Q
- Effects research supports the notion that the media is able to sway audiences to believe propaganda and advertising messages.
A
False
20
Q
- The main criticism of Effects Research is that the model is not able to illustrate the many in-fluences on decoding, making it too simplistic.
A
True
21
Q
- Cultivation analysis studies content for its abilities to cultivate particular ideas and attitudes in audiences and viewers.
A
True
22
Q
- 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?
A
True
23
Q
- Both the Frankfurt School and the Birmingham School claimed that individuals were manipulated by the products of mass culture.
A
False
24
Q
- Marxist approaches to studying media emphasize the importance of human agency in media consumption.
A
False
25
27. The Frankfurt School members have been accused of cultural elitism and pessimism.
True
26
30. "Reach" refers to the number of audience members available during a particular program pe-riod.
True
27
31. Internet users have a high degree of control over how the information they post to the inter-net is used by advertisers.
False
28
2. Social media has made "word of mouth" advertising ____________.
easier for businesses to encourage people to promote their products
29
3. All of the following are true of the economic impact of advertising except _______.
it has become less economically significant due to social media influencers.
30
4. When did consumer culture become widely accepted as the main organizing principle of culture and society?
The late 19th and early 20th centuries
31
5. The rise of consumer society can be traced back to factors such as ________.
increased wages and literacy of workers
32
6. Advertising in Canada began to shift its approach to focus less on products and more on consumer desires and needs ____________.
after World War I
33
11. The increase of niche markets have resulted from all of the following factors except _______.
newspaper publishers using advertisements for unique and specialized products to attract readers.
34
12. Market segmentation is ____________.
an ideologically influenced and socially constructed form of understanding audiences
35
14. The line between media content and advertising has become increasingly blurred due to factors such as ____________.
native advertising
36
16. Advertising refers to corporations marketing products, while promotional culture refers to government and not-for-profit organizations their services.
False
37
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.
False
38
18. Advertising can often be seen as exclusionary based on the presence of some ideas and people and the absence of others.
True
39
19. Advertising is essentially the only way to fund entertainment and informational media messages.
False
40
20. In Canada, advertising is protected by free speech.
False
41
22. Unlike other forms of media, it is easy to measure the direct effects that advertising has on audiences.
False
42
23. Initially, the advertising industry in Canada was seen as untrustworthy.
True
43
25. Subvertising refers to the cultural practice of altering corporate messaging in order to challenge the political or ideological nature of corporations.
True
44
26. Television and radio ratings provide advertisers with an unbiased view of actual and potential audience members.
False
45
27. One of the values of market segmentation is that the media can deliver a precise audience to an advertiser.
True
46
28. Market segmentation of children defines them as consumers and makes the act of consumption natural.
True
47
29. In recent years, the business of advertising has become increasingly focused on making creative ads that captivate audiences.
False
48
30. The impact of social media influencers has lessened in recent years as consumers become more savvy about the processes of advertising and promotion.
False
