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Mass Comm

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Submitted By reotar34
Words 4257
Pages 18
Table of Contents

Chapter 1 Mass Media Literacy 2 Chapter 2 Media Technology 16 Chapter 3 Media Economics 33 Chapter 4 Ink on Paper 49 Chapter 5 Sound Media 64 Chapter 6 Motion Media 80 Chapter 7 New Media Landscape 96 Chapter 8 News 112 Chapter 9 Entertainment 128 Chapter 10 Public Relations 144 Chapter 11 Advertising 160 Chapter 12 Mass Audiences 176 Chapter 13 Mass Media Effects 192 Chapter 14 Mass Media and Governance 209 Chapter 15 Mass Media Globalization 225 Chapter 16 Media Law 241 Chapter 17 Ethics 258

Chapter 1 Mass Media Literacy

1.1 Multiple-Choice Questions

1) Media researchers at Ball State University found that people are intentionally involved in a media activity for __________ percent of their waking hours.
A) 1
B) 10
C) 30
D) 60
Answer: C, Topic: Media Ubiquity
Page Ref: 3

2) Traditionally, mass communication is defined as the technology-assisted transmission of messages to
A) print journalists.
B) interpersonal audiences.
C) mass audiences.
D) only niche audiences.
Answer: C, Topic: Media Ubiquity
Page Ref: 4-5

3) According to the research firm Nielsen, the medium that is used much more per day than other media is
A) music.
B) magazines.
C) television.
D) newspapers.
Answer: C, Topic: Media Ubiquity
Page Ref: 4

4) Mass media have become so integrated into people’s lives that __________ is common.
A) mainstreaming
B) media multitasking
C) writing letters
D) niche casting
Answer: B, Topic: Media Ubiquity
Page Ref: 4

5) On most days, the most-listened-for item in morning newscasts is
A) sports.
B) consumer news.
C) crime news.
D) the weather.
Answer: D, Topic: Media Ubiquity
Page Ref: 5

6) Newspaper, radio, television and magazine companies cannot survive unless they
A) deliver an audience to advertisers.
B)

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