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WorksheetsMMP FE
Total questions: 160
Worksheet time: 1hrs 20mins
What makes mass communication "mass"? (Wright, 1986)
A. The audience is large and anonymous, and often very heterogeneous.
B. Communication sources are institutional and organizational
C. The basic economic function of most media in most nations is to attract and hold as large an audience as possible for the advertisers.
D. All of the options.
Conrad Kottak (1990) identified five stages of societal interaction with television. Accordingly, in stage 3, he stated that
D. Adults have spent their whole lives in a culture permeated by television, and its lifelong impact on members of society is taken for granted.
C. The community is saturated with television and the length of exposure increases.
B. In the next 10 to 15 years, people beginning to interpret TV's messages and selectively accept or reject them.
A. The medium is new and strange and attracts people with glued gazes—no matter what the content is. "The medium rather than the message is the mesmerizer".
What is the conditional effects model?
A. most individuals in a mass society perceive messages from media in the same fashion and react to them strongly and very similarly.
B. the media can still have substantial effects, but only under certain conditions or for certain audience members, often in less dramatic form than suggested by the most vocal critics. This is a model of selective effects based on individual differences (Oliver & Krakowiak, 2009).
C. Media messages are thus "magic bullets" piercing the mind of the populace.
D. the importance of repeated exposure to media stimuli and suggests that effects are due not so much to a single exposure as to the additive effects of many instances of exposure.
In studies about the effects of exposure to mass communication, general classes of measurable effects of media include
A. demographic variables classifying the individual (e.g., gender, ethnicity, age), properties of the message (e.g., who commits the violence and whether it is reinforced), or the context of its reception (e.g., children watching television with their parents or alone)
B. direct, conditional, or cumulative effects models
C. positive or negative aspects of media
D. Behavioral effects, attitudinal effects, cognitive effects, physiological effects
Which following example can describe for physiological effects of media?
A. A single exposure to a Seventeen supermodel is unlikely to trigger an eating disorder, but repeated exposures to ultrathin, large-breasted women may cumulatively encourage a young woman to push her body in that direc- tion, especially if she likes and identifies with the media models
B. Learning new information from media (e.g., facts about chimpanzees from a National Geographic article)
C. Increasing in breathing and heart rate result from watching a scary movie or an exciting ball game
D. Children randomly assigned to view high-risk behav- iors on TV were more likely to later self-report their own tendency to engage in risk-taking behaviors.
Attitudes consist of two components (Festinger, 1957), including:
A. An intellectual (belief) component (e.g., reasons that you favor one political candidate's position over another's), and emotional component (e.g., liking one candidate more than another)
B. Positive feelings and negative feelings
C. cognitive dissonance and cultivation
D. All options are correct
As applied to media, a principle of the third-person effect means
B. (1) people believe that other people are more vulnerable than themselves to persuasive messages and other media influences; and (2) such perceptions can influence behavio
A. Different media may stimulate different types of cognitive processing.
C. When we are watching TV, using the Internet, or reading a magazine, we are continually processing, comprehending, and remembering the information we are exposed to
D. Media may induce many sorts of attitudes on a given subject
Fill in a blank: "Research studying people watching television has found that the typical adult or child over the age of 5 attends to the TV between ..... of the time it is on, varying depending on the time of day and the type of program being watched" (Anderson & Burns, 1991; Schmitt, Woolf, & Anderson, 2003)
A. between 15 and 30%
B. between 25 and 50%
C. between 55 and 70%
D. between 90 and 100%
The phenomenon of change blindness refers to...
A. The fact our attention becomes overloaded
B. The fact children initially allocate considerable attention to difficult segments but quickly reduce that attention if the material is beyond their level of comprehension
C. the fact we do not notice changes in a continuous visual scene as we watch it.
D. The fact children spend more time attending to "child content" than to "adult content".
What does a social convention of the "willing suspension of disbelief" mean?
A. People, for a brief time, agree to accept the characters portrayed onscreen as real human beings so that we can identify with them and experience their joys and sorrows.
B. we identify with the character, that is, mentally compare ourselves to and imagine ourselves like that character.
C. the possible distraction effects of using mobile phones while driving or studying.
D. We are more likely to imitate the behaviors or adopt the attitudes of characters we identify with.
What is the ability to understand and feel what someone else is feeling called?
A. Suspense
B. Empathy
C. Transportation
D. Identification
Fill in a blank: "Part of what happens when we willingly suspend disbelief is that we allow ourselves to be ......into a narrative world, that is, drawn into a story".
A. remembered
B. involved
C. transported
D. forgot
Fill in a blank: "People in good moods will often seek the least engaging stimulation in order to perpetuate their current state, while people in negative moods may ....." (Knobloch-Westerwick, 2006; Knobloch-Westerwick & Alter, 2 Potts & Sanchez, 1994).
A. seek highly arousing fare in order to achieve and maintain a high arousal level
B. turn on some mindless sitcom rerun
C. seek the engaging stimulation
D. seek stimulation to alter that bad mood
Why may multitasking with respect to media be particularly appealing? (Wang & Tchernev, 2010)
B. Sometimes we may not be looking at the screen very much
A. Our desire to meet multiple needs and achieve multiple gratifications
C. our attention becomes overloaded
D. Familiar content may partially compensate for structural confusion or lack of experience with film conventions
What is an experience of uncertainty whose properties can vary from noxious to pleasant usually called?
A. Empathy
B. Humor
C. Suspense
D. Attention
Which dimensions does transportation include? (Busselle & Bilandzic, 2009).
A. Narrative understanding, attentional focus
B. Emotional engagement, and narrative presence
C. Attention, Suspending Disbelief, Identification
D. Narrative understanding, attentional focus, emotional engagement, and narrative presence
Fill in blank: "All types of ads try to affect the reality perceived by the consumer (i.e., give us a new image of a product, candidate, or company or make us feel we have a need or desire for some product). Such processes involve attempts to ...."
A. change our attention
B. change our behavior
C. change our attitudes
D. change our knowledge
Fill in a blank: "Connecting a product with the positive feelings that people have for such symbols can .....a lot of positive emotion with that product."
A. associate
B. ignore
C. deny
D. stop
"McDonald's in Dublin helps raise money for the Irish Olympic team." What kind of appeals McDonald's is deploying in the ad?
A. Achievement, Success, and Power Appeals
B. Fear appeals
C. Informational Appeals
D. Patriotic Appeals
In terms of lifespan, how humorous ads become different from other ads? (Pechmann & Stewart, 1988)
A. Humorous ads have a long lifespan.
B. humorous ads have a particularly short lifespan. They become older, more tired, and much more annoying faster than other ads.
C. humorous ads become more interesting and much more annoying faster than other ads.
D. humorous ads become less annoying than other ads.
Fill in a blank: " The cognitive approach to advertising views an ad as .....to be processed " (Thorson, 1990).
A. Entertainment
B. Information
C. Story
D. Data
How many stages of processing involved in understanding and acting upon an ad as we perceive and comprehend it ? (Shimp & Gresham, 1983)
A. 5
B. 6
C. 7
D. 8
What is the fifth stage of processing involved in understanding and acting upon an ad (Shimp & Gresham, 1983)?
A. We take action based on that decision (e.g., actually buying the prod- uct or not).
B. We try to encode the information into our long-term memory for future use (e.g., remembering the name of an intriguing new product for the next time we're at the store).
C. Some time later, we try to retrieve that information (perhaps when we're ready to buy the product.
.D. We try to decide among available options, such as which brand or model to purchase.
Fill in blank: "Although there are clear health benefits from participating in sports, benefits from consuming sports through media are...."
C. True
B. Somewhat less clear
A. More clear
D. False
Fill in blank: "Music can induce pleasant mood states of different sorts, and it can ... feelings of anxiety and generally lift the spirits."
A. Increase
B. Manage
C. Reduce
D. Moderate
What is one of the social functions of music?
A. Music is also used to fill silence and supply background noise, either at home or while driving a car.
B. Being a natural background to or a part of talking with friends, partying, or other recreation.
C. Music can induce pleasant mood states of different sorts, and it can reduce feelings of anxiety and generally lift the spirits.
D. Music can relieve boredom.
What is Involuntary Musical Imagery (IMAs) or "earworms"?
A. It is an experience that music memories enter our consciousness without being invited or perhaps even wanted.
B. It occurs spontaneously and are hard to control, occurring most often in times of low alertness and low demands on our attention.
C. Melodic memories of a song "stuck in our head".
D. All of them are correct.
What are sexually violent materials in the media?
A. They portray rape and other instances of physical coercion and harm to persons in a sexual context.
B. They may or may not depict degradation, domination, subordination, or humiliation.
C. They depict a couple having intercourse with no indication of violence or coercion.
D. They are designed for sexual purposes only.
What is the most straightforward effect of sex in media?
A. Emotional effects
B. Sexual arousal
C. Attitudes and values
D. Behavioural effects
Fill in a blank: "Sexual arousal to stimuli not naturally evoking such a response may be learned through...."
A. Self-learning
B. Non- classical conditioning
C. Conditioning
D. Classical conditioning
Usually, in the media, who are the playthings or victims of the opposite sex ?
A. Women
B. Men
C. Children
D. Adults
Benedict (1992) identified two common rape narratives, both of which distort and trivialize the crime: "the vamp" and "the virgin". What does the story of "the vamp" means?
A. It means that a sexy woman who incites the lust of a man, who then cannot control himself and rapes her.
B. It means that the pure and innocent woman attacked by a vicious monster.
C. None of them.
D. Both of them.
The general goal of social marketing is to ...
A. Selling products.
B. Selling healthy, safe, and socially positive lifestyles.
C. Use media to promote behaviors that lead to improved health or wellbeing.
D. Advertising.
Breslow (1978) identified methods of risk-factor intervention in public health campaigns. They are
A. Environmental intervention and epidemiological intervention and educational programming.
B. Epidemiological intervention and educational programming
C. Educational intervention and Environmental intervention.
D. None of them is correct.
Fill in a blank: "An angry mood can......., which in turn may interfere with retrieval of the ad content". (Bushman & Phillips, 2001)
A. Be retained
C. Interfere with the brain's encoding of information
B. Prime aggressive thoughts
D. Distract from attending to and processing the ad
Fill in a blank: "Listening to prosocial lyrics was also associated with a decrease in state hostility, which led to reduced.........aggression" (Greitemeyer, 2011b).
A. An increase
B. A decrease
C. A balance
D. An improvement
According to Schachter & Singer (1962), the emotions we feel are a product of:
A. Our thinking about our feelings and attribute causes and interpretations to them.
B. Both our aroused bodily state and our cognitive appraisal of that state.
C. The appreciation of media, especially radio, television, and film.
D. Psychological experience.
What does "Media as Vicarious Emotional Experience" allow viewers to?
A. Feel while watching or listening media products
B. Experience some of the emotion felt by the characters without themselves being in any physical danger or embarrassment
C. Have a different interpretation of that state of bodily arousal
D. None is correct
Wenner and Gantz (1998) identified five levels of motivation for watching sports, with decreasing amounts of emotional involvement. What is the fourth level?
A. The fanship dimension, focusing on the thrill of victory and identifying strongly with the players.
B. The learning dimension involves acquiring information about the game and the players
C. The release dimension involves "letting off steam," relaxing, and eating and drinking.
D. Companionship involves watching in order to be in the company of others who are watching; such motivations are especially important in the case of family or significant others
Fill in a blank: "Music is used to....., either at home or while driving a car. Thus it can relieve boredom".
A. Fill silence and supply background noise
B. Increase noise
C. Reduce noise
D. Make noise
Fill in a blank: "Reactions to music can ...one's prior knowledge, experiences, and prejudices" (Fried 1996, 1999).
A. Depend on
B. Influence
C. Change
D. Shape
Fill in a blank: "Listening to music with aggressive lyrics can lead to .... cognitions, emotions, and behaviors" (Anderson, Carnagey, & Eubanks, 2003)
A. More aggressive
B. Less aggressive
C. A decrease in state hostility
D. Reduced aggression
What is nonviolent sexual material?
A. It labeled erotic, pornographic, or sexually explicit, which comprises magazines, videos, films, and Internet websites.
B. It is for sexual purposes only and without recognized literary or artistic merit.
C. It portrays rape and other instances of physical coercion and harm to persons in a sexual context
D. It may or may not depict degradation, domination, subordination, or humiliation.
Benedict (1992) identified two common rape narratives, both of which distort and trivialize the crime: "the vamp" and "the virgin". What does the story of "the virgin" means?
A. It means that a sexy woman who incites the lust of a man, who then cannot control himself and rapes her.
B. It means that the pure and innocent woman attacked by a vicious monster.
C. None of them.
D. Both of them.
According to Malamuth (1984), in terms of sexual arousal, men were aroused by the sexual violence only if.... (Malamuth, 1984).
A. The women victims were not portrayed as being aroused by the assault.
B. The women victims were not so portrayed.
C. The victims were shown to be aroused by the assault.
D. Men see films with scenes of sexual violence later showed a more callous attitude toward rape and women.
What does Sex in media include ?
A. Portrays rape and other instances of physical coercion and harm to persons in a sexual context
B. A class of media often explicitly labeled erotic, pornographic, or sexually explicit, which comprises magazines, videos, films, and Internet websites.
C. Media have been recognized as being for sexual purposes only.
D. None is correct.
Consuming sexual media leads to changes in actual sexual behaviours, including:
A. Teaching new behaviours and disinhibition of known behaviours.
B. Adolescent Socialization, Cybersex, Catharsis.
C. Sex Crimes and Interference with Cognitive Processing.
D. All of them are correct.
According to a study conducted by Boies in 2002, men (more than women) viewed pornography on the Internet for which purposes:
A. To sexually arouse themselves, to satisfy sexual needs.
B. To fulfil sexual fantasies.
C. And to satisfy curiosity about new sexual techniques.
D. All of them are correct.
Fill in a blank: "In considering the effectiveness of entertainment-education media in developing countries, prosocial campaigns are most successful if...." (Rogers and Singhal, 1990)
A. Placing an educational message in an entertainment context can draw a mass audience and earn large profits.
B. The media, government, commercial sponsors, and public health organizations work together.
C. The educational message cannot be too blatant or too much of a hard sell, or the audience will reject it.D
D. The effect of the media message in such programs is enhanced by specific supplementary tips about behavior change.
What was one of the most important television shows of all time in terms of viewership and research in Prosocial Children's Television?
A. Sesame Street
B. Captain Kangaroo
C. Romper Room
D. Kukla
What are example of positive social effects when children watch Sesame Street?
A. after two years of watching Sesame Street, White children showed more positive attitudes toward children of other races (Bogatz & Ball, 1971; Christensen & Roberts, 1983)
B. Minority children watching Sesame Street showed increased cultural pride, confidence, and interpersonal cooperation (Greenberg, 1982) and more prosocial free play (Zielinska & Chambers, 1995)
C. None is correct
D. A and B are correct
What are some challenges that are particularly acute for social marketing? (Goldberg, 1995; Manrai & Gardner, 1992)
A. social ideas tend to have a higher degree of both shared benefits and shared responsibilities; the benefits that do exist with social marketing tend to be delayed or intangible.
B. social marketing campaigns are often very complex, unlike product advertising, social marketing messages frequently face strong opposition; social marketers often set unrealistically high goals, such as changing the behavior of 50% of the public.
C. social marketing appeals are often aimed at the 15% or so of the population that is least likely to change
D. All of them are correct.
In order to have an effective E-E campaign, Flay and Burton (1990) identified several steps. What are they?
A. Develop and use high-quality messages, sources, and channels; Disseminate effectively to the most appropriate target audience; Gain and keep the attention of the audience
B. Gain and keep the attention of the audience; Encourage favorable interpersonal communication about the issue after exposure to the message.
C. Work for behavior changes, as well as changes in awareness, knowledge, and attitudes; Work for broader societal changes. Obtain knowledge of campaign effectiveness through evaluation research.
D. All of them are correct
What does epidemiological intervention involve? (Breslow, 1978)
A. It involves changing the environment in a healthier direction
B. It involves media and is of most concern for our purposes.
C. All of them are correct
D. It involves identifying the characteristics correlated with increased frequency of the disease and taking steps to alter those characteristics.
Flora and Maibach (1990) measured people's cognitive involvement with the AIDS issue and exposed them to either a rationally based or an emotionally based PSA. Results showed that:
A. In general, prevention programs targeted at gay White men have been the most successful in changing risky behaviors
B. Emotional appeals were more memorable than rational ones, especially for people relatively less involved psychologically with the content of the message.
C. Emotional appeals were also more effective than cognitive appeals in stimulating a desire to learn more about AIDS
D. Especially in the developing world, changes in longstanding and deep-rooted social customs are required to slow the spread of AIDS.
In examining explicit public health media campaigns, Flay and Burton (1990) identified seven steps for such a campaign to be maximally effective. What is the second step?
A. Disseminate effectively to the most appropriate target audience
B. Develop and use high-quality messages, sources, and channels.
C. Gain and keep the attention of the audience.
D. Encourage favorable interpersonal communication about the issue after exposure to the message.
Media exhortations to treat other people better or live a healthier lifestyle are more effective if...
A. Obtain knowledge of campaign effectiveness through evaluation research
B. Combined with behavioral interventions providing specific tips on lifestyle change and support for efforts to do so
C. Promulgated E-E campaigns
D. Promulgated Social Marketing
Programs may aim to alter the perceived reality by providing more information or providing an impetus for changing behavior and thereby making a change in the knowledge base. According to Breslow (1978)'s three methods of risk-factor intervention in public health campaigns, what kind of intervention such programs represent for?
A. Environmental intervention
B. Educational programming (Educational intervention)
C. Epidemiological intervention
D. All of them are correct
What are positive effects of social marketing media campaigns?
A. Having an altered perceived reality that includes a heightened awareness of the problem; making the problem more salient, thereby increasing receptivity to other.
B. Stimulating later conversation with one's family, friends, or doctor; self-initiated information seeking in individuals.
C. Reinforcing positive existing attitudes and behavior.
D. All of them are correct.
In examining explicit public health media campaigns, Flay and Burton (1990) identified seven steps for such a campaign to be maximally effective. What is the first step?
A. Disseminate effectively to the most appropriate target audience.
B. Develop and use high-quality messages, sources, and channels.
C. Gain and keep the attention of the audience.
D. Encourage favorable interpersonal communication about the issue after exposure to the message.
Fill in a blank: "our brains respond .... to violent and nonviolent stimuli" (Murray et al., 2006)
A. Slowly
B. Frequently
C. Differently
D. Similarly
What is basic principle of desensitization?
A. Although most people are raised with the general belief that violent behavior is bad (specific circumstances when it might be acceptable may vary), exposure to repeated media violence may break down these attitudinal inhibitions against thinking violence is acceptable.
B. Viewing a steady diet of violence in the media makes us less sensitive to it, more jaded, and less aroused and bothered by it.
C. A sort of reverse modeling effect, whereby viewers react so strongly to seeing violence and have such a traumatized perceived reality that they are actually less likely to imitate it as a result
D. Persons may become violent in their own behavior in a somewhat different way than the media model; that is, the effect generalizes beyond the specific behavior demonstrated in the media
Fill in blanks: "Whereas modeling predicts ....in violent behavior after watching media violence, catharsis theory predicts ....in such behavior (Feshbach, 1955).
A. Unchanged/similar
B. A decrease/ an increase
C. An increase/ a decrease
D. Adecrease/a decrease
Fill in a blank: "preadolescent and adolescent boys use ....to develop mastery over fear and to perfect their displays of fearlessness and protective competence." (Zillmann and Weaver (1996))
A. Horror films
B. Music
C. Television
D. Radio
Fill in a blank: "Empathy is itself a multidimensional construct (Davis et al., 1987; Zillmann, 2006a) which tends to be .......a preference for violent media"
A. Negatively linked
B. Negatively disconnected
C. Positively associated with
D. Negatively associated with
What is one of the major challenges to advertisers, especially in the age of multitasking, channel-surfing, and pop-up Internet ads?
A. To improve attitude toward the product
B. To heighten intention to purchase.
C. To grab the attention of viewers
D. None is correct
What are true-but-deceptive ads?
A. Advertising that directly states information which is not true
B. an ad may state a claim that is literally false, but we comprehend it in some nonliteral way that is consistent with reality
C. The type of advertising claim that is literally true but deceives consumers by inducing them to construct a meaning that is inconsistent with reality.
D. an ad does contain factual, rather than purely evaluative, information comprehend
What does "Media as Vicarious Emotional Experience" mean?
A. That we experience the emotion through someone else's experience.
B. We also think about our feelings and attribute causes and interpretations to them
C. The emotions we feel are a product of both our aroused bodily state and our cognitive appraisal of that state
D. All are correct
What is cognitive effects?
B. Sets of attitudes may form a sort of mindset through which we view the world.
A. The interaction of this knowledge gained from media with our experience in the world
C. somebody performs some behavior after seeing a media model do it; for example, acting violently, buying a product, voting for a candidate, or laughing or crying.
D. Watching media alter what we know or think. When we are watching TV, using the Internet, or reading a magazine, we are continually processing, comprehending, and remembering the information we are exposed to (Harris, Cady, & Tran, 2006).
Among different cognitive processes involved in our experiencing media (Green & Brock, 2000, 2002; Green, Brock, & Kaufman, 2004), what does transportation involve?
A. both cognitive (e.g., attention, imagery) and emotional (e.g., empathy, suspense) activation
B. the scary world of a horror film or a war movie
C. narrative engagement, emotional involvement, cognitive involvement, immersion, and flow
D. None is correct
The enjoyment that comes from experiencing something funny in media is called..
A. Empathy
B. sexuality
C. fear
D. Humor
Fill in a blan: "Part of what happens when we willingly suspend disbelief is that we allow ourselves to be.... into a narrative world, that is, drawn into a story (Green & Brock, 2000, 2002; Green, Brock, & Kaufman, 2004)
A. transported
B. engage
C. transfered
D. missed
Our attitudes about products (or anything else, really) consist of three components. What are they?
A. Informational, behavior, emotion
B. beliefs, emotions
C. The belief or cognition (the informational content of the attitude), the feeling (The affective (emotional) content of the attitude), the action (the attitude's translation into behavior)
D. None is correct
Selling home computers by asking parents, "You don't want your child to be left behind in math because you wouldn't buy him a computer, do you?". What kind of appeals advertisers are using in this ads?
A. Achievement appeals
B. Fear appeals
C. Patriotic appeals
D. Informational appeals
The central distinction in elaboration likelihood model (ELM) is the postulation of two distinct routes to persuasion. What are they?
A. The big and small routes
B. the central and the peripheral routes
C. The left and right routes
D. The first and second routes
What is the first stage of processing involved in understanding and acting upon an ad (Shimp & Gresham, 1983)?
A. We must be exposed to the ad (e.g., seeing an ad in a magazine or online, hearing a commercial on the radio)
B. We choose to attend to it, perhaps selectively perceiving some parts more than others.
C. We comprehend the message.
D. We evaluate the message in some way (e.g., agree or disagree with it based on our own thoughts, feelings, and experiences)
Fill in a blank: "violent TV programming actually ... memory for the commercials in those shows and reduces the chance that people will intend to buy those products (Bushman, 1998, 2005)
A. reduces
B. increases
C. enhances
D. deletes
Fill in a blank: ".....is often the best first step to influencing beliefs and, ultimately, behavior."
A. Influencing emotions
B. Providing information
C. Raising national pride
D. Causing a fear
In content-analysis studies, what is one of the most crucial components that researchers must carefully identify?
A. operational definitions
B. the number of characters of research subjects
C. provide data on the prevalence of such themes
D. None of the metioned options is correct
Wenner and Gantz (1998) identified five levels of motivation for watching sports, with decreasing amounts of emotional involvement. The first level is that...
. the learning dimension involves acquiring information about the game and the players
. the release dimension involves "letting off steam," relaxing, and eating and drinking
C. Companionship involves watching in order to be in the company of others who are watching; such motivations are especially important in the case of family or significant others.
D. the fanship dimension, focusing on the thrill of victory and identifying strongly with the players
Fill in a blank: "The behavior we observe ....the emotion felt inside by the person behaving, and it is not always even a good clue to that emotion."
A. is not
B. Is sometimes
C. Is not always
D. is
What is emotion?
A. Emotions themselves are external states and must be inferred from behavior.
B. Emotions themselves are external states and can not be inferred from action.
C. Emotions themselves are personal states and can be inferred from attitude.
D. Emotions themselves are internal states and must be inferred from behavior.
What do preschoolers tend to cope when they are afraid of watching something scary?
A. using noncognitive strategies like eating, drinking, covering their eyes, or clutching a beloved object.
B. use and respond well to cognitive strategies like verbal explanations,
C. reminders of the unreality of the situation or instructions to think about the danger in a new, less threatening way
D. provided that the explanation is at an appropriate level
What is the direct effects model?
A. most individuals in a mass society perceive messages from media in the same fashion and react to them strongly and very similarly.
B. the media can still have substantial effects, but only under certain conditions or for certain audience members, often in less dramatic form than suggested by the most vocal critics.
C. Different people perceive the same message differently and respond to it in different ways.
D. the importance of repeated exposure to media stimuli and suggests that effects are due not so much to a single exposure as to the additive effects of many instances of exposure.
Conrad Kottak (1990) identified 5 stages of societal interaction with television. Accordingly, in stage 4, he stated that
A. the medium is new and strange and attracts people with glued gazes—no matter what the content is. "The medium rather than the message is the mesmerizer".
B. In the next 10 to 15 years, people beginning to interpret TV's messages and selectively accept or reject them
C. the community is saturated with television and the length of exposure increases
D. Adults have spent their whole lives in a culture permeated by television, and its lifelong impact on members of society is taken for granted.
What are five qualities of the Internet pointed out by Walther, Gay, and Hancock (2005)?
B. One-to-one, Many-to-many, one-to-many, and synchronous or asynchronous manner
A. Multimedia, Hypertextuality, Interactivity, packet switching, synchronicity
C. e-mail, playing games, social networking, accessing databases, instant messaging
D. Cyberbullying, social isolation, loneliness, more extraverted, Internet "addiction"
How many basic types have mass media traditionally been divided into?
A. two basic types: print and internet
B. two basic types: print and electronic (or broadcast)
C. two basic types: Newspaper and Television
D. three basic types: print, online and electronic (or broadcast)
What are Cantor and Oliver (1996)'s principles for predicting fear responses in children?
A. The older the child, the more a character's behavior, relative to appearance, is important in predicting fear responses, although all children will be more fearful of an ugly than an attractive character
B. as children grow older they become more responsive to realistic dangers and less responsive to fantasy dangers in the media
. the older the child, the more able he or she is to be afraid of increasingly abstract dangers
D. All of them
Breslow (1978) identified three methods of risk-factor intervention in public health campaigns. Accordingly, what kind of intervention do campaigns such as legislation restricting smoking in public places, reducing industrial emissions into the air or water, and adding fluoride to drinking water illustrate for?
A. Environmental intervention
B. Epidemiological intervention
C. educational programming (Educational intervention)
D. None of them
What is "violence" defined?
A. various behaviors sometimes called "psychological," "relational," or "verbal" aggression
B. are accidental injury, vandalism of property
C. "violence" is defined here as behavior intended to cause physical harm or pain to another individual
D. emotional abuse and the "alternative aggressions"
What are components of emotion?
A. the physiological and the cognitive
B. The cognitive and the belief
C. The belief and the physiological
D. The physiological and belief
What percentage of teenage girls from Fiji suffered from eating disorders in 1995? (Becker, 2004; Goodman, 1999; "Numbers," 1999)
A. 3%
B. 30%
C. 4%
D. 40%
How do today's advertising models compare in weight to real women? (Kilbourne, 1995, 2010)
The models weigh 32% less than the average woman.
The models weigh 23% less than the average woman
The models weigh 33% less than the average woman
.The models weigh 22% less than the average woman
Among the top 100 U.S. domestic grossing films, what percentage of the all characters were female in 2011? (Center for the Study of Women in Television and Film, 2012)
23%
33%
13%
43%
.Fill in a blank: "Characters in television shows in the 1970s through the 2000s showed about _________as many males as females in prime-time dramas."
same
three timesf
four times
Twice
Fill in a blank: "Women are too often _________as youthful beauties whose duty it is to stay young and attractive in order to please their men."
portrayed
supposed
considered
seen
Which section in the newspapers does photos of women outnumber photos of men? (Luebke, 1989)
Culture
News
Lifestyle
Sport
What are the idealized portrayal of feminine beauty in advertising?
very thin, small-waisted, large-chested
very tall, very young, and large-chested
very tall, very thin, and small-hipped
very young, very thin, and small-hipped
Fill in a blank: "Kilbourne (2010) and Contley and Ramsey (2011) have demonstrated that female models are frequently placed in more _______ poses than male models."
active
passive
perfect
diverse
How are women in the media stereotyped?
Women in the media are still disproportionately seen as homemakers.
Women in the media are still disproportionately seen as mothers.
Women in the media are always seen as superwomans.
Women in the media are still disproportionately seen as homemakers and mothers.
Fill in a blank: "Women in media became ______ during the 20th century, but the weight gap between models and real women widened." (Percy & Lautman, 1994)
younger
older
fatter
slimmer
Among the most widely read magazines for teen girls, which magazine does devote two-thirds of its editorial content to fashion and beauty topics? (Phillips, 1993)
Seventeen
Maxim
Click
Discover
What are the two main themes of magazine articles and advertisements aimed at women? (Kilbourne 1995, 2010)
Food and Sex
Beauty and Weight Loss
Food and Weight Loss
Food and Beauty
Fill in a blank: "The predominant image of men in our media is as calm, cool, self-confident, decisive and totally________"
lacking in emotion
looking blankly
well-developed upper-body muscles
young and attractive
How are men's ideal physical appearance portrayed in media?
cool and self-confident
looking blankly
young, atrractive and well-developed upper-body muscles
strong and gallant
Fill in a blank: "Although media images of friendship are _________ for both men and women, the nature of those friendships is often different." (Spangler, 1989, 1992).
common
fabulous
normal
familiar
Fill in a blank: "The nature of friendships is often different for both men and women (Spangler, 1989, 1992), women characters tend to show a greater degree of ________ in their friendships than men do."
intellectual intimacy
emotional intimacy
experiential intimacy
spiritual intimacy
Fill in a blank: "Although men are generally portrayed as competent professionally, they are often seen as ignorant and bungling with regard to _________."
Option 1 housework and child care
cooking and house-hold appliances
cooking and childcare
house-hold appliances and child care
What is gender stereotyping?
Gender stereotyping is defined as an overgeneralization of characteristics, differences and attributes of a certain group based on their gender.
Gender stereotyping is defined as an overgeneralization of differences and attributes of a certain group based on their gender.
Gender stereotyping is defined as an overgeneralization of characteristics and attributes of a certain group based on their gender
Gender stereotyping is defined as an overgeneralization of characteristics and differences of a certain group based on their gender
How have family images been portrayed in the media in recent years?
Dad as homemaker, mom as superwoman
Mom as buffoon, Dad as superman
Mom as superwoman, Dad as buffoon
Mom as homemaker, Dad as buffoon
Fill in a blank: "Family interaction patterns tend to show more _________ conflict-resolution behaviors in traditional (i.e., mother-father-children) than in nontraditional families." (Skill, Wallace, & Cassata, 1990).
difficult
harmonious
effective
time-consuming
According to a content analysis of 630 U.S. network TV shows featuring families over 45 years from 1950 to 1995, what percentage of the overall children characters were boy?
65%
55%
45%
35%
What was the only sizable ethnic minority on TV shows in U.S. since 1970s?
African Americans
Latino
Arab Americans
Asian Americans
Which group is the fastest growing minority in the US, Canada, Australia, and New Zealand in recent decades?
African
Indian
Mexican
Asian
How are African Americans portrayed on Amos 'n' Andy show in the 20th century?
affable but dim-witted
talkative and friendly
sensual but dim-witted
friendly but lazy
Fill in a blank: "Kubey (1986) found that divorced and separated people ______ more when they feel down and alone than married or other single people do."
listen to radio
read newspapers
watch TV
access the internet
According to Cedric Clark (1969), there are 4 stages of minority portrayals. Which one is arranged in the correct order?
Ridicule, Regulation, Respect, Non - recognition
Ridicule, Non - recognition, Respect, Regulation
Non - recognition, Ridicule, Respect, Regulation
Non - recognition, Ridicule, Regulation, Respect
According to Cedric Clark (1969), which one is the first stage of minority portrayals?
Non - recognition
Respect
Ridicule
Regulation
According to Cedric Clark (1969), which one is the final stage of minority portrayals?
Non - recognition
Respect
Ridicule
Regulation
Fill in a blank: "_______, in which minority group members appear as protectors of the existing order (e.g. police officers, detectives, spies)." (Cedric Clark, 1969)
Non - recognition
Respect
Ridicule
Regulation
Fill in a blank: "_______, in which the dominant group bolsters its own self-image by putting down and stereotyping the minority, presenting its members as incompetent, unintelligent buffoons." (Cedric Clark, 1969)
Non - recognition
Respect
Ridicule
Regulation
In which stage, the minority group appears in the same full range of roles, both good and bad, just like the majority does? (Cedric Clark, 1969)
Non - recognition
Respect
Ridicule
Regulation
Which cultures see plump women as healthy and attractive?
many Asian cultures
many African cultures
many European cultures
many American cultures
Fill in a blank: "___________ have far more defined 'six packs' and chests than models of 20 or 30 years ealier."
Male models of the twenty century
Female models of the twenty-first century
Male models of the twenty-first century
Female models of the twenty century
Fill in a blank: "Besides the violent mentally ill person, another stereotype is the person with ________ as object of humor or ridicule." (Wahl, 1995)
disorders
depression
autism
neuropathy
When did TV shows with gay and lesbian characters appear?
In the 1980s
In the 1990s
In the 1970s
in the 2000s
When did the first TV commercial air? (Silvulka, 1998)
1942
1941
1940
1943
How many TV commercials do children see every year? (Fonda, 2004 ; Kaiser Family Foundation, 2007a ).
10,000 - 20,000
30,000 - 40,000
50,000 - 60,000
70,000 - 80,000
What kind of media has been defined as the bottom line?
TV shows
Reality shows
Advertising
Movies
Where did the earliest known written advertisement appear?
In Greece
In the US
In Great Britain
In Italy
What did the earliest known written advertisement offer for a runaway slave?
A whole silver coin
A whole gold coin
A whole silver bullion
A whole gold bullion
When did advertisements really exist in mass communication?
Before Gutenberg's invention of movable type in the mid-16th century
After Gutenberg's invention of movable type in the mid-16th century
Before Gutenberg's invention of movable type in the mid-15th century
After Gutenberg's invention of movable type in the mid-15th century
What kind of media started carrying ads regularly in mid - 1600s?
Television
Newspapers
Radio
Internet
On what kind of media did the first electronic ads appear?
Television
Newspapers
Radio
Internet
Which one best describes advertising?
Advertising is the one type of communication most clearly designed to sell.
Advertising is the one type of communication most clearly designed to educate.
Advertising is the one type of communication most clearly designed to persuade.
Advertising is the one type of communication most clearly designed to entertain.
How many effects does advertising have on the viewer or hearer?
5
4
3
2
Which of them is not considered as an effect of advertising?
Behavioral effect
Attitudinal effect
Cognitive effect
Psychological effect
What is correct about behaviorial effect of advertising?
Viewer or hearer can learn something about the product
Influence the feeling of viewer or hearer
Persuade viewer or hearer buy the product
Entertain the viewer or hearer with music and pictures
What is correct about attitudinal effect of advertising?
Persuade viewer or hearer buy the product
Influence the feeling of viewer or hearer
Viewer or hearer can learn something about the product
Entertain the viewer or hearer with music and pictures
What is correct about cognitive effect of advertising?
Persuade viewer or hearer buy the product
Influence the feeling of viewer or hearer
Viewer or hearer can learn something about the product
Entertain the viewer or hearer with music and pictures
Which of them belongs to ads for brands of products category?
Coca - Cola
Milk
Coffee
Banks
Which of them belongs to ads for products category?
Coca - Cola
KFC
Coffee
Banks
Which of them belongs to ads for services category?
Coca - Cola
KFC
Cotton
Banks
What is the most direct purpose of an ad?
selling
good will
image building
image building or good will
Fill in a blank: "A different kind of persuasive media message is the ______, usually sponsored by some government agency or nonprofit organization, or coordinated by the non-profit Ad Council."
Public Service Announcement
Community Service Announcement
Civil Service Announcement
Human Service Announcement
Fill in a blank: "In 2010, web advertising revenue surpassed newspaper advertising for the first time, totaling _______ in the U.S." (Worden, 2011).
$25 billion
$26 billion
$27 billion
$28 billion
Fill in a blank: "The ________or cognition is the informational content of the attitude."
belief
action
affection
Cognition
What are emotional appeals in advertising?
Appeals to some kinds of threat.
Appeals to consumers' national pride.
Appeals to success, achievement, power
Apeals to affective component of our attitudes.
What are fear appeals in advertising?
Appeals to some kinds of threat.
Appeals to consumers' national pride.
Appeals to success, achievement, power.
Apeals to affective component of our attitudes.
What are patriotic appeals in advertising?
Appeals to some kinds of threat.
Appeals to consumers' national pride.
Appeals to success, achievement, power.
Apeals to affective component of our attitudes.
Fill in a blank: "The_________ content of the attitude is the feeling toward that product."
action
belief
affective
cognition
Fill in a blank: "An ad is a complex stimulus, involving ________." (Thorson, 1990)
information and pictorial stimuli
language and pictorial stimuli
information and language
message and language
How many components are there in our attitudes about product?
There are 2: Belief, Cognition
There are 3: Cognition, Belief, Action
There are 3: Affective, Belief, Cognition
There are 3: Belief or Cognition, The Affective, Action
How many stages of processing involved in understanding and acting upon seeing an ad? (Shimp & Gresham, 1983)
7
8
9
10
Fill in a blank: "The cognitive principle known as ____________ argues that people do not literally store and retrieve information they read or hear, but rather modify it in accordance with their beliefs and the environment in which it is perceived."
construction
development
perception
imaginary
How many distinct markets for advertising to children? (Valkenburg, 2004)
2
3
4
5
Fill in blank: "______, in which children spend their own money, has exploded in recent years, as parents are having fewer children later in life with more money to spend on them."
primary market
influence market
future market
current market
Fill in blank: "______,whereby children influence their parents' buying decisions either through direct request or demands or more indirectly by parents taking children's wishes into account when they make their purchases."
primary market
influence market
future market
current market
How many stages does a child go through in understanding advertising? (Valkenburg & Cantor, 2001)
2
3
4
5
In what year was Mattel's popular He-Man toy made the move to television?
1963
1973
1983
1993
