Audience Theories Quiz

What does the Mode of address refer to in media products?

• The way a media product speaks to the audience: direct or indirect.

• The specific language used in media products.

• The visual style of media products.

• The platform on which media is distributed.

What is the Passive Audience according to the Hypodermic Needle Theory?

• Audience actively questions the message of a media product.

• Audience accepts the message of a media product without question.

• Audience forms their opinions based on personal experiences.

• Audience seeks out media for entertainment purposes only.

According to the Two Step Flow Theory, how do audiences form their opinions?

• Based on the credibility of the media source.

• Based on their own critical thinking.

• Based on opinion leaders (similar to influencers).

• Based on the frequency of the message.

Which of the following is NOT one of the ways an audience can respond to media messages according to the Audience Response Theory?

• Preferred

• Negotiated

• Oppositional

• Indifferent

What does the Cultivation Theory suggest about audience opinions?

• Audience opinions are influenced by receiving the same message over time and repeatedly.

• Audience opinions are formed instantly upon receiving a message.

• Audience opinions are not influenced by media at all.

• Audience opinions are only influenced by factual information.

Which of the following is NOT a need that the Uses and Gratifications Theory suggests the audience looks for media to satisfy?

• Entertainment and diversion

• Surveillance Information and education

• Social interaction

• Financial advice

What type of data is concerned with number-based research such as subscribers, viewing figures, and box office receipts?

• Qualitative Data

• Demographics

• Quantitative Data

• Psychometrics

Which type of audience research is based on audience views and opinions?

• Quantitative Data

• Qualitative Data

• Demographics

• Psychometrics

What does VALS stand for in the context of psychometrics?

• Values, Actions, Lifestyles, Standards

• Vision, Attitudes, Lifestyles, Systems

• Values, Attitudes, Lifestyles

• Variables, Analysis, Lifestyles, Statistics

Which socio-economic category is associated with professions such as Doctor, Lawyer, and Banker?

• Upper-Middle Class

• Middle Class

• Lower Middle Class

• Skilled Working Class