Mass Communication Flashcards
Q: What does the phrase “Does a fish know it is wet?” in media studies suggest?
A:
- The influence of media is always intentional.
- People are often unaware of how much media surrounds them.
- Media’s effects are always visible to audiences.
- Media impacts are only significant in traditional formats.
A: 2
Flashcard 2
Q: Which of the following best describes the traditional mass communication model?
A:
- “One-to-one” communication from individuals to groups
- “One-to-many” communication through institutionalized channels
- “Many-to-many” peer interactions on social media
- Individual messages sent without a defined medium
A: 2
Flashcard 3
Q: The Frankfurt School’s idea of the “Culture Industry” argues that mass media:
A:
Promotes passive consumption supporting capitalist ideology
Encourages critical thinking and challenges societal norms
Primarily serves to entertain audiences
Has no influence on societal values or culture
A: 1
Flashcard 4
Q: Which of the following is NOT a limitation of the traditional mass communication model?
A:
Focuses only on large institutions
Assumes a highly interactive audience
Primarily suits legacy media like TV and radio
Less adaptable to digital evolution
A: 2
Flashcard 5
Q: Which modern example fits the updated definition of mass communication?
A:
Print-only newspaper editorial
Viral tweets reaching millions
Private group chat among friends
One-on-one video call
A: 2
Flashcard 6
Q: In film critique, “Realism” refers to:
A:
Highly stylized visual effects
Authentic representation with minimal editing
Theoretical exploration of narrative symbolism
Use of fantasy elements
A: 2
Flashcard 7
Q: What does “mis-en-scene” refer to in film analysis?
A:
Editing and transitions
Camera types used
Placement of characters and objects within the frame
Background music
A: 3
Flashcard 8
Q: Apparatus Theory in film suggests:
A:
Every technical choice in film is neutral
Film techniques shape viewer perception and convey ideology
Films do not influence societal values
Audience interpretation is unrelated to film techniques
A: 2
Flashcard 9
Q: What is the primary purpose of modern newspapers?
A:
Entertain audiences with fictional stories
Provide public debate and in-depth analysis
Focus only on global issues
Report breaking news without verification
A: 2
Flashcard 10
Q: Media Richness Theory suggests that the most effective communication channel:
A:
Is always face-to-face
Depends on the complexity and ambiguity of the message
Should be digital for all communications
Is unrelated to the nature of the communication task
A: 2
Flashcard 11
Q: In Agenda Setting Theory, “first-level” agenda-setting refers to:
A:
How people think about issues
Determining which issues are prominent
Making issues appear less important
Avoiding controversial issues in media
A: 2
Flashcard 12
Q: Uses and Gratifications Theory primarily focuses on:
A:
How audiences passively receive media messages
Why people choose specific media to fulfill personal needs
How media controls audience behavior
The impact of media on political structures
A: 2
Flashcard 13
Q: Which category of need is fulfilled when people use media for relaxation?
A:
Cognitive
Affective
Social Integrative
Tension-Free
A: 4
Flashcard 14
Q: According to Uses and Gratifications Theory, which media usage satisfies social integrative needs?
A:
Watching sad movies
Reading news articles
Using social media to connect with others
Listening to music for relaxation
A: 3
Which theory examines the richness of a media channel based on factors like immediacy of feedback and personal focus?
A) Agenda Setting Theory
B) Media Richness Theory
C) Uses and Gratifications Theory
D) Apparatus Theory
Answer: B) Media Richness Theory
What is a primary focus of the Uses and Gratifications Theory in mass communication?
A) The content selection by media gatekeepers
B) How people use media to fulfill personal needs
C) How media shapes audience perceptions of reality
D) The control media exerts on societal values
Answer: B) How people use media to fulfill personal needs
According to Agenda Setting Theory, what does the media’s “second level” of agenda setting involve?
A) Determining which issues are most prominent
B) Shaping how audiences think about particular issues
C) Directing how audiences should feel about media
D) Selecting content based on commercial interests
Answer: B) Shaping how audiences think about particular issues
Which school of thought in film theory emphasizes media as a tool for reinforcing societal norms and capitalism?
A) Frankfurt School
B) Structuralism
C) Media Richness Theory
D) Apparatus Theory
Answer: A) Frankfurt School
In film analysis, which style aims to portray life as closely to reality as possible, often using natural lighting and minimal editing?
A) Formalism
B) Realism
C) Classical
D) Genre Theory
Answer: B) Realism
Which of the following accurately describes the difference between formalism and structuralism in film theory?
A) Formalism focuses on the audience, while structuralism focuses on production.
B) Formalism focuses on visual style, while structuralism examines cultural symbols.
C) Formalism is concerned with genre conventions, while structuralism emphasizes editing techniques.
D) Formalism is about film critiques, while structuralism is about audience reception.
Answer: B) Formalism focuses on visual style, while structuralism examines cultural symbols.
Which theory in mass communication emphasizes the role of media in fulfilling needs such as cognitive, affective, and social integration?
A) Media Richness Theory
B) Agenda Setting Theory
C) Uses and Gratifications Theory
D) Apparatus Theory
Answer: C) Uses and Gratifications Theory
In the context of Agenda Setting Theory, who typically acts as the gatekeepers deciding which stories reach the public?
A) Audiences
B) Journalists and editors
C) Influencers
D) Advertisers
Answer: B) Journalists and editors
Which theory would best explain why an audience chooses a documentary film to seek information and deepen understanding of a topic?
A) Agenda Setting Theory
B) Media Richness Theory
C) Uses and Gratifications Theory
D) Apparatus Theory
Answer: C) Uses and Gratifications Theory
What characterizes the traditional model of mass communication?
A) One-to-many broadcast from independent creators
B) Dialogue between audiences and content creators
C) Large organizations broadcasting to passive audiences
D) Interactive social media channels
Answer: C) Large organizations broadcasting to passive audiences
Which film theory focuses on the ideological influences of film on the viewer’s perception?
A) Media Richness Theory
B) Apparatus Theory
C) Marxist Film Theory
D) Genre Theory
Answer: B) Apparatus Theory
Which of the following is not considered a category in the Uses and Gratifications Theory?
A) Cognitive
B) Persuasive
C) Affective
D) Social Integrative
Answer: B) Persuasive
