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Media, Communication & Effects (Unit 1)

Total questions: 25

Worksheet time: 19mins

Name
Class
Date
1.

When audiences start believing an issue is important mainly because it is repeatedly covered by media, the media is exercising:

a)

Framing

b)

Agenda setting

c)

Knowledge gap

d)

Spiral of silence

2.

An audience member critically evaluates a political manifesto by comparing it with past policies. This indicates which ELM route?

a)

Peripheral

b)

Central

c)

Online

d)

Memory-based

3.

Celebrity endorsement influencing voters despite weak arguments reflects:

a)

Central processing

b)

Cognitive dissonance

c)

Peripheral cues

d)

Knowledge acquisition

4.

Which situation best demonstrates mediation as a magnifying glass?

a)

Media ignoring rural issues

b)

Media exaggerating crime rates

c)

Media balancing all views

d)

Media offering multiple interpretations

5.

If media coverage makes people evaluate a government primarily on economic performance, it is an example of:

a)

Framing

b)

Priming

c)

Agenda setting

d)

Gatekeeping

6.

A minority opinion disappears from public discussion despite still existing privately. This outcome reflects:

a)

Knowledge gap

b)

Two-step flow

c)

Spiral of silence

d)

Framing

7.

Opinion leaders interpreting news for their communities aligns with which theory?

a)

Agenda setting

b)

Two-step flow

c)

Spiral of silence

d)

ELM

8.

Which media feature most enables decentralised participation?

a)

Digitality

b)

Interactivity

c)

Hypertextuality

d)

Virtuality

9.

Fear of social isolation is central to which theory?

a)

Knowledge gap

b)

ELM

c)

Spiral of silence

d)

Two-step flow

10.

Which audience is MOST likely to engage in central processing?

a)

Politically indifferent

b)

Highly involved citizens

c)

Casual media users

d)

Entertainment-focused viewers

11.

Knowledge gap widens primarily because of differences in:

a)

Media ownership

b)

Message framing

c)

Access and skills

d)

Media agenda

12.

Which situation shows memory-based processing?

a)

Voter recalls past corruption cases while watching news

b)

Voter reads detailed manifesto

c)

Voter debates policies

d)

Voter fact-checks claims

13.

In Westley and MacLean’s model, X1, X2, X3 represent:

a)

Audiences

b)

Gatekeepers

c)

Environmental events

d)

Media effects

14.

The editorial function in mass media is closely linked to:

a)

Framing

b)

Gatekeeping

c)

Priming

d)

Knowledge gap

15.

Which is NOT a feature of new media?

a)

Centralised control

b)

Interactivity

c)

Digitality

d)

Hypertextuality

16.

A journalist choosing emotional language to influence audience reaction demonstrates:

a)

Objectivity

b)

Framing

c)

Gatekeeping

d)

Feedback

17.

Audience loyalty to a particular news channel strengthens:

a)

Media credibility

b)

Knowledge gap

c)

Media effects

d)

Peripheral cues

18.

When media function as a mirror, they:

a)

Shape opinion

b)

Reflect society

c)

Filter content

d)

Persuade audiences

19.

Which theory treats knowledge as a commodity?

a)

Spiral of silence

b)

Knowledge gap

c)

ELM

d)

Two-step flow

20.

Audience feedback in mass communication is usually:

a)

Immediate

b)

Delayed

c)

Absent

d)

Compulsory

21.

Which media role intervenes between reality and audience perception?

a)

Transmission

b)

Mediation

c)

Interaction

d)

Representation

22.

Attitudes differ from opinions because attitudes are:

a)

Temporary

b)

Emotional

c)

Underlying dispositions

d)

Public expressions

23.

Which theory is most relevant during election campaigns?

a)

Knowledge gap

b)

ELM

c)

Two-step flow

d)

Uses and gratifications

24.

Which communication level involves self-talk?

a)

Interpersonal

b)

Group

c)

Intrapersonal

d)

Mass

25.

In Westley and MacLean’s model, feedback loops indicate that communication is:

a)

Linear

b)

Static

c)

Dynamic

d)

One-way