Full Test Bank Chapter 11 Media Knowledge, Social Issues

Chapter 11 Effect of Media on Knowledge, Information, and Perception of Social Issues

Type: multiple choice question

Title: Chapter 11, Question 1

1) _________ combines many ideas about media effects into a global perspective on how campaign communication can change our actions and achieve pro-social objectives.

Feedback: Social marketing theory is a more-or-less integrated collection of middle-range theories dealing with the process of creating, communicating, and delivering benefits that target audiences want in exchange for audience behavior that benefits society without financial profit to the marketer.

Page reference: Information (Innovation) Diffusion Theory

a. Gratifications theory

b. Moderate effects theory

c. Social marketing theory

d. Targeting

Type: multiple choice question

Title: Chapter 11, Question 2

2) Which phrase best summarizes agenda setting theory?

Feedback: The world looks different to different people, depending not only on their personal interests, but also on the map that is drawn for them by the writers, editors, and publishers of the media they consume.

Page reference: Agenda-Setting, Priming, and Agenda-Building

a. When media provide prominent coverage of events, we "tune out"

b. When media provide prominent coverage of events, we "tune in"

c. Media don't tell us what to think, they tell us what to think about

d. Media don't tell us what to think about, they tell us what to think

Type: multiple choice question

Title: Chapter 11, Question 3

3) Diffusion theory assumes that ___________ are most effective in spreading acceptance of innovations.

Feedback: In information/ innovation diffusion theory, these are the people who directly influence early adopters and opinion leaders.

Page reference: Information (Innovation) Diffusion Theory

a. change agents

b. powerful media

c. opinion leaders

d. tribal elders

Type: multiple choice question

Title: Chapter 11, Question 4

4) A popular rock star becomes involved in a scandal that raises questions concerning his close association with white supremacists. People become hesitant to defend him publicly and he loses a valuable advertising contract. This example best illustrates _________.

Feedback: People’s fear of isolation or separation from those around them leads them to keep their attitudes to themselves when they think they are in the minority.

Page reference: The Spiral of Silence

a. social cognitive theory

b. media dependency theory

c. spiral of silence theory

d. primacy effects theory

Type: multiple choice question

Title: Chapter 11, Question 5

5) One of the differences between agenda-setting and agenda-building is that the former is more ________ and the latter more ________ in its view of media effects.

Feedback: Agenda setting speaks to how individuals come to assign importance to issues in the news while agenda building is a collective process in which media, government, and the citizenry reciprocally influence one another.

Page reference: Agenda-Setting, Priming, and Agenda-Building

a. positive/negative

b. negative/positive

c. macroscopic/microscopic

d. microscopic/macroscopic

Type: multiple choice question

Title: Chapter 11, Question 6

6) When Apple Computers cut the price of its popular iPhone to spur sales soon after the device’s introduction, those who had already bought the phone, or the ___________, were angry.

Feedback: Early adopters try out innovations and then tell others about them. They directly influence opinion leaders, who in turn influence everyone else.

Page reference: Agenda-Setting, Priming, and Agenda-Building

a. early adopters

b. change agents

c. agenda-builders

d. primers

Type: multiple choice question

Title: Chapter 11, Question 7

7) Researchers have documented systematic differences in knowledge between better-informed and less informed segments of the population that can be attributed to the differing availability of news. This is referred to as the ______.

Feedback: As the infusion of mass media information into a social system increases, segments of the population with higher socioeconomic status tend to acquire this information at a faster rate than the lower segments.

Page reference: Knowledge Gaps, Digital Divides, and Digital Inequalities

a. ubiquity effect

b. spiral-of-silence

c. priming effect

d. knowledge gap

Type: multiple choice question

Title: Chapter 11, Question 8

8) In information/innovation diffusion theory, those who directly influence early adopters and opinion leaders are called _______.

Feedback: Their job is to be highly informed and assist anyone who wants to make changes. Information/innovation diffusion theory recommends that change agents lead diffusion efforts.

Page reference: Information (Innovation) Diffusion Theory

a. media elites

b. change agents

c. first-order adopters

d. primers

Type: multiple choice question

Title: Chapter 11, Question 9

9) Research that demonstrated a significant knowledge gap between American television news viewers and those in several other countries attributed that gap to _______.

Feedback: Those countries devote more attention to public affairs and international news, give greater prominence to news, and encourage higher levels of news consumption.

Page reference: Knowledge Gaps, Digital Divides, and Digital Inequalities

a. the public service orientation of television news in those other countries

Correct/Incorrect

b. lack of media literacy training in the U.S.

Correct/Incorrect

c. the complexity of political life in the U.S. versus those countries

Correct/Incorrect

d. the lack of intelligence of typical U.S. TV viewers

Type: multiple choice question

Title: Chapter 11, Question 10

10) The OMA model of digital information use predicts that differences in opportunities, _______, and abilities to access that information will predict knowledge and political action.

Feedback: People with less opportunity, lower motivation, and less cognitive ability will learn less and be less likely to engage in political activity.

Page reference: Knowledge Gaps, Digital Divides, and Digital Inequalities

a. management of time

b. multitasking

c. money

d. motivations

Type: multiple choice question

Title: Chapter 11, Question 11

11) Like closely related diffusion theory, social marketing theory is practically oriented and essentially ________.

Feedback: It assumes the existence of benign information providers seeking to bring about useful, beneficial social change.

Page reference: Information (Innovation) Diffusion Theory

a. interpretive

b. channel-centered

c. receiver-oriented

d. source-dominated

Type: multiple choice question

Title: Chapter 11, Question 12

12) When online news sites and legacy media shape one another’s news coverage, ______ is said to occur.

Feedback: Certain types of issues are more likely to be promoted by social media while others are more likely to be promoted by legacy media, but both respond to one another’s coverage.

Page reference: Agenda-Setting, Priming, and Agenda-Building

a. reciprocal agenda-building

b. intermedia agenda-building

c. intermedia agenda-setting

d. agenda-chasing

Type: multiple choice question

Title: Chapter 11, Question 13

13) When news outlets, in their quest for audience, rely on social media sharing and Internet search data to determine what stories to cover rather than rely on the editorial judgment of their editors and journalists, ___________ is said to occur.

Feedback: Rather than setting the agenda, as they did in the past, today’s news providers are chasing the agenda mostly set by consumers’ sharing behavior on the Internet.

Page reference: Agenda-Setting, Priming, and Agenda-Building

a. reciprocal agenda-building

b. intermedia agenda-building

c. intermedia agenda-setting

d. agenda-chasing

Type: multiple choice question

Title: Chapter 11, Question 14

14) Elisabeth Noelle-Neumann argued identified three characteristics of the news media that produce a scarcity of points-of-view. One, _________, refers to the similarity of values held by journalists that influences the content they produce.

Feedback: Journalists, because of the dynamics of their news-gathering function, present a restricted selection of news, further forcing into silence those in the audience who wish to avoid isolation.

Page reference: Spiral of Silence

a. consonance

b. ubiquity

c. cumulation

d. agreement

Type: multiple choice question

Title: Chapter 11, Question 15

15) Elisabeth Noelle-Neumann argued that people employ their ______, something of a 6^th sense allowing them to assess the distribution of opinions for and against their ideas.

Feedback: Their fear of social isolation also leads them to assess the strength, the urgency, and the chances of success of certain proposals and viewpoints.

Page reference: Spiral of Silence

a. gut reaction

b. knowledge of Facebook “likes”

c. quasi-statistical organ

d. reading of the cultural data

Type: True or False

Title: Chapter 11, Question 16

16) Microscopic level theories are concerned with how mass communication can bring about major changes in the social world.

Feedback: This describes macroscopic level theories; microscopic level theories are concerned with media and individuals.

Page reference: Overview

a. True

b. False

Type: True or False

Title: Chapter 11, Question 17

17) The ubiquity of smartphones has erased the digital divide.

Feedback: There remain wide gaps, not because of access to this technology, but because of how it is used.

Page reference: Knowledge Gaps, Digital Divides, and Digital Inequalities

a. True

b. False

Type: True or False

Title: Chapter 11, Question 18

18) Information/innovation diffusion theory assigns a primary and significant role to mass media in spreading information and innovations.

Feedback: Media mainly create awareness of new innovations. Yes, media do directly influence early adopters, but these people are already well informed and careful media users.

Page reference: Information (Innovation) Diffusion Theory

a. True

b. False

Type: True or False

Title: Chapter 11, Question 19

19) A meta-analysis identifies important consistencies in previous research findings on a specific topic and systematically integrates them into a fuller understanding.

Feedback: If previous research has been grounded in several different but related middle-range theories, these can be combined to create new, more macroscopic theories.

Page reference: Information (Innovation) Diffusion Theory

a. True

b. False

Type: True or False

Title: Chapter 11, Question 20

20) Research indicates that spiral of silence is a face-to-face phenomenon; it does not operate in online environments.

Feedback: Facebook users who have concerns about persistence of posts or a concern about upsetting other people are less likely to express opinions on Facebook.

Page reference: Spiral of Silence

a. True

b. False

Type: True or False

Title: Chapter 11, Question 21

21) Social marketing theory recognizes contemplators, people who have prioritized an attitude, service, or behavior but must be confronted with a situation in which they are compelled to act.

Feedback: They are properly positioned but have not yet found an opportunity to act; they are awake, but not yet in action.

Page reference: Information (Innovation) Diffusion Theory

a. True

b. False

Type: True or False

Title: Chapter 11, Question 22

22) Knowledge gaps are typically found between people of different educational levels.

Feedback: Gaps typically exist between people of different socioeconomic levels.

Page reference: Knowledge Gaps, Digital Divides, and Digital Inequalities

a. True

b. False

Type: True or False

Title: Chapter 11, Question 23

23) When the amount of serious news coverage increases, knowledge gaps tend to increase.

Feedback: But social conflict reduces gaps because it increases the degree to which people talk about serious news topics, leveling knowledge about such topics.

Page reference: Knowledge Gaps, Digital Divides, and Digital Inequalities

a. True

b. False

Type: True or False

Title: Chapter 11, Question 24

24) Knowledge gap research has identified a constant gap; that is, the knowledge gap remains regardless of people’s level of access to a growing number of news sources.

Feedback: The constant gap refers to pre-existing gaps between socioeconomic groups that neither increase nor decrease as news flow is increased.

Page reference: Knowledge Gaps, Digital Divides, and Digital Inequalities

a. True

b. False

Type: True or False

Title: Chapter 11, Question 25

25) Shanto Iyengar and Donald Kinder’s agenda-setting research identified the influence of priming, the idea that that dramatic news accounts undermined rather than increased television’s agenda-setting power.

Feedback: This describes vividness of presentation; priming refers to the impact of news coverage on the weight assigned to specific issues in making political judgments.

Page reference: Agenda-Setting, Priming, and Agenda-Building

a. True

b. False

Type: True or False

Title: Chapter 11, Question 26

26) People remain silent about issues when they think prevailing opinion is against them because they fear isolation or separation from those around them.

Feedback: Because of their desire to be accepted, people choose to remain silent when confronted with what they perceive to be prevailing opinions that differ from their own views.

Page reference: Spiral of Silence

a. True

b. False

Type: True or False

Title: Chapter 11, Question 27

27) Research on spiral of silence is sufficiently robust that there is little criticism of this important theory.

Feedback: It has been criticized as an updating of mass society theory, for ignoring the power of interpersonal communication, and as just another name for the bandwagon effect.

Page reference: Spiral of Silence

a. True

b. False

Type: True or False

Title: Chapter 11, Question 28

28) Research has demonstrated that the position of a report in a news broadcast influences its agenda-setting power.

Feedback: Lead stories have greater agenda-setting effect because audiences are paying more attention and they accept the producers’ judgment that they are the most newsworthy.

Page reference: Agenda-Setting, Priming, and Agenda-Building

a. True

b. False

Type: True or False

Title: Chapter 11, Question 29

29) Agenda-setting theory states that media tell us what to think.

Feedback: The theory says media may not tell us what to think, but they do tell us what to think about.

Page reference: Agenda-Setting, Priming, and Agenda-Building

a. True

b. False

Type: True or False

Title: Chapter 11, Question 30

30) One reason that audiences have a scarcity of opinion to choose from in the media, according to Elisabeth Noelle-Neumann, is cumulation, the idea that news media tend to repeat stories and perspectives across their different individual programs or editions, across the different media themselves, and across time.

Feedback: Journalists, because of the dynamics of their news-gathering function, present a restricted selection of news, further forcing into silence those in the audience who wish to avoid isolation.

Page reference: Spiral of Silence

a. True

b. False