Chapter 4

Question 1

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

Answer 1

the history of the audience member incorrect

the situation or context of consumption incorrect

media content incorrect

Question 2

2. Mass media audiences differ from earlier audiences, such as in a theatre, due to all of the following EXCEPT ________.

Answer 2

their active engagement with the content.

Question 3

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

Answer 3

Behaviourist

Question 4

4. Agenda-setting research posits that ________.

Answer 4

media work selectively to draw people’s attention to particular events and circumstances

Question 5

5. Uses and gratifications research asks the question ________.

Answer 5

What do audiences do with media?

Question 6

6. The Frankfurt school felt that ________ had profound impacts on cultural life, including media production and consumption.

Answer 6

capitalism

Question 7

7. The idea that media content might be read from dominant, negotiated, or oppositional perspectives is associated with ________.

Answer 7

British Cultural Studies

Question 8

8. Reception analysis focuses on ________.

Answer 8

the social setting in which people receive the media

Question 9

9. Industry audience research uses techniques, such as ________, to segment audiences for better targeting of specific people.

Answer 9

lifestyle measurements

Question 10

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

Answer 10

class

Question 11

11. Feminist research focuses on ________.

Answer 11

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

All of the above

Question 12

12. Industry audience analysis differs from academic audience analysis because it ________.

Answer 12

focuses on the economic value of audiences

Question 13

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

Answer 13

understandings of media content

Question 14

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

Answer 14

Share

Question 15

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

Answer 15

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

Question 16

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.

Answer 16

True

Question 17

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

Answer 17

False

Question 18

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

Answer 18

False

Question 19

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

Answer 19

False

Question 20

20. 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.

Answer 20

True

Question 21

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

Answer 21

True

Question 22

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?

Answer 22

True

Question 23

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

Answer 23

False

Question 24

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

Answer 24

False

Question 25

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

Answer 25

True

Question 26

30. “Reach” refers to the number of audience members available during a particular program pe-riod.

Answer 26

True

Question 27

31. Internet users have a high degree of control over how the information they post to the inter-net is used by advertisers.

Answer 27

False

Question 28

2. Social media has made “word of mouth” advertising ____________.

Answer 28

easier for businesses to encourage people to promote their products

Question 29

3. All of the following are true of the economic impact of advertising except _______.

Answer 29

it has become less economically significant due to social media influencers.

Question 30

4. When did consumer culture become widely accepted as the main organizing principle of culture and society?

Answer 30

The late 19th and early 20th centuries

Question 31

5. The rise of consumer society can be traced back to factors such as ________.

Answer 31

increased wages and literacy of workers

Question 32

6. Advertising in Canada began to shift its approach to focus less on products and more on consumer desires and needs ____________.

Answer 32

after World War I

Question 33

11. The increase of niche markets have resulted from all of the following factors except _______.

Answer 33

newspaper publishers using advertisements for unique and specialized products to attract readers.

Question 34

12. Market segmentation is ____________.

Answer 34

an ideologically influenced and socially constructed form of understanding audiences

Question 35

14. The line between media content and advertising has become increasingly blurred due to factors such as ____________.

Answer 35

native advertising

Question 36

16. Advertising refers to corporations marketing products, while promotional culture refers to government and not-for-profit organizations their services.

Answer 36

False

Question 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.

Answer 37

False

Question 38

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

Answer 38

True

Question 39

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

Answer 39

False

Question 40

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

Answer 40

False

Question 41

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

Answer 41

False

Question 42

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

Answer 42

True

Question 43

25. Subvertising refers to the cultural practice of altering corporate messaging in order to challenge the political or ideological nature of corporations.

Answer 43

True

Question 44

26. Television and radio ratings provide advertisers with an unbiased view of actual and potential audience members.

Answer 44

False

Question 45

27. One of the values of market segmentation is that the media can deliver a precise audience to an advertiser.

Answer 45

True

Question 46

28. Market segmentation of children defines them as consumers and makes the act of consumption natural.

Answer 46

True

Question 47

29. In recent years, the business of advertising has become increasingly focused on making creative ads that captivate audiences.

Answer 47

False

Question 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.

Answer 48

False