Media's Direct & Power Effects

For Irving Fang, the information revolution is/are:

I. Changes in society involving communication media

II. Changes that affect entire societies

III. Only involves changes that have shaken political structures

IV. Slow and profound changes in society.

• I only

• I & II only

• I, II & IV only

• All except III

An information revolution can be made possible by a single invention of a system.

• Yes

• No

An information revolution is possible for any society.

• Only with the introduction of a new media.

• Only if the new media has the use for this technology.

• Society must already be undergoing change.

• Only if society is ready for change and new media is adopted by the society.

If Irving Fang talks about the Information Revolution, who talked about the Media Map of History?

• George Gerbner

• Elihu Katz

• Marshall McLuhan

• Jay Blumler

For Irving Fang, history started when?

• Tribal Age

• Literate AGe

• Print Age

• Electronic Age

What goal/s does the Hypodermic Needle Effect Theory best fulfill? Check all that applies.

• Description

• Explanation

• Prediction

• Understanding and reform

The Direct Effect Theory was superseded by the Limited Effects Paradigm. This means that:

1. Direct Effects Theory is no longer valid.

2. Media has limited effects.

3. Media does not have powerful effects.

4. Direct Effects Theory has been debunked.

• All are true.

• Only 2 & 3 are true.

• None is true.

• 1 & 4 are true.

What are the assumptions of the Direct Effects paradigm about the audience?

1. Audience are passive recipients of the message.

2. There are no intervening variables between the media messages and the audience.

3. The audience does not have to capacity to interpret, discount, or distort the media messages they receive.

4. All audience members are the same and interpret messages the same way.

• All are true.

• Only 2 & 3 are true.

• None is true.

• 1 & 4 are true.

The Two Steph Flow Theory highlights the importance of interpersonal relationships in decision making. What does it say about opinion leaders?

1. One has to have social contact with opinion leaders.

2. YouTube "influencers" can be considered as opinion leaders.

3. Only relatives and close friends can be opinion leaders.

4. Opinion leaders are more exposed to media.

• All are true.

• Only 2 & 3 are true.

• 2 & 3 are not true.

• 1 & 4 are true.

The Diffusion of Innovations theory is a multi-step flow theory that examines the conditions that may increase or decrease the adoption of an innovation.

1. Unlike the 2Step Flow theory, it identifies the mass media as an important communication channel.

2. Like the 2 Step flow theory it takes into account the value of interpersonal relationships.

3. One has to have ample knowledge about an innovation before adoption.

4. An innovation has to be consistent with the receiver's existing values and past experiences of an audience before adoption.

• All are true.

• Only 2 & 3 are true.

• 2 & 3 are not true.

• 1 is not true.