Test Bank Ch10 Theories Of Media Cognition And Information

Chapter 10 Theories of Media Cognition and Information Processing

Type: multiple choice question

Title: Chapter 10, Question 1

1) If someone’s cognitive resources are limited, this means that they ___.

Feedback: More attention to one aspect of information processing often leads to breakdown in some other aspect of processing.

Page reference: Information-Processing Theory

a. have less intelligence than someone else

b. are exploring a situation by relying on old schemas

c. have a limited ability to process new information

d. have spent too much time trying to process information

Type: multiple choice question

Title: Chapter 10, Question 2

2) Which best describes how effectively TV news informs viewers?

Feedback: Information is frequently presented in ways that inhibit rather than facilitate learning; additionally, people tend to think of TV as an entertainment medium.

Page reference: Information-Processing Theory

a. most people learn a lot by watching TV news

b. TV news provides most people with a good understanding of current events

c. most people have difficulty learning much from TV news

d. TV news is much more effective than reading newspapers

Type: multiple choice question

Title: Chapter 10, Question 3

3) Information processing theory indicates that most of the time we are________.

Feedback: People are not so much information handlers as information avoiders—they have developed sophisticated mechanisms for screening out irrelevant or useless information.

Page reference: Information-Processing Theory

a. information avoiders

b. information handlers

c. information addicts

d. information sorters

Type: multiple choice question

Title: Chapter 10, Question 4

4) Information processing theory indicates that multitasking when we use media _______.

Feedback: When we watch television, for example, we are taking in visual and verbal information. Information processing research has demonstrated that we will place priority on processing visual information; as a result, complex, powerful visual images compel us to devote more cognitive resources to making sense of them. Sharing attention across multiple platforms makes effective use of cognitive resources even more difficult.

Page reference: Information-Processing Theory

a. is a very efficient way to use cognitive resources

b. will lead to fewer mistakes since we are less distracted

c. will be problematic because it will push our cognitive resources to the limit

d. is a very efficient way of handling information

Type: multiple choice question

Title: Chapter 10, Question 5

5) The cognitive structures that are abstracted from past experiences are _.

Feedback: Schema are active organizations of past reactions, or of past experiences; they are unconscious knowledge structures.

Page reference: Schema Theory

a. cognitive constructions

b. memories

c. cognitions

d. schemas

Type: multiple choice question

Title: Chapter 10, Question 6

6) Tom Patterson’s research on how journalists frame elections has shown that over the past many years journalists have_______.

Feedback: He argues that reporters and voters have differing schemas for elections, and this clash of mental frameworks produces a disconnect between journalism and voters that disadvantages democracy.

Page reference: Schema Theory

a. continued to use the horse-race frame for most news stories

b. increasingly avoided negative frames that alienate voters

c. changed from horse-race frames to issue frames

d. made less use of any type of frame

Type: multiple choice question

Title: Chapter 10, Question 7

7) ________ states that partisans who feel strongly about an issue will tend to see balanced media coverage as biased against their point of view.

Feedback: Hostile media effect research consistently demonstrates that partisans see media coverage of their topic of interest as less sympathetic to their side, more sympathetic to the opposing side, and generally hostile to their point of view.

Page reference: Hostile Media Effect

a. Media imbalance hypothesis

b. Partisan media model

correct

c. Hostile media effect

d. Third-person effect

Type: multiple choice question

Title: Chapter 10, Question 8

8) The ______________ states that there are two routes (central and peripheral) to persuasion.

Feedback: The Elaboration Likelihood Model acknowledges that when presented with a persuasive message, people will sometimes put a lot of effort into their cognition; sometimes, though, they rely on less demanding, simple analysis.

Page reference: Elaboration Likelihood Model

a. Hostile Media Effect

b. Elaboration Likelihood Model

c. Irrational Processing Model

d. Information Processing Theory

Type: multiple choice question

Title: Chapter 10, Question 9

9) People are more likely to be persuaded to make enduring changes in their beliefs, attitudes or behaviors if _______.

Feedback: Audience members in a pull media environment are more likely to consume their chosen political media messages at desirable times, in preferred places/contexts, and utilizing formats that best match their particular learning styles.

Page reference: Elaboration Likelihood Model

a. they use media to pull in information and consciously consider it

b. they are pushed by media to pay attention to information

c. they are distracted while they use media

d. they aren’t hostile toward media

Type: multiple choice question

Title: Chapter 10, Question 10

10) _________ theory predicts that people will be persuaded if they become involved in media stories and identify with media characters.

Feedback: Once people become immersed in a story, perceive it as realistic, and identify with story characters, there is a greater probability that narrative-based belief change will occur.

Page reference: Narrative Persuasion Theory and the Extended Elaboration Likelihood Model

a. Media transportation

b. Hostile media

c. Media education

d. Narrative persuasion

Type: multiple choice question

Title: Chapter 10, Question 11

11) The delay hypothesis states that learning from media tends to take place slowly as people deal with the flood of information from media. As a result, learning tends to be ______.

Feedback: Any subsequent effects might be a delayed drip—a delayed cumulative effect—or a delayed drench—a delayed large effect.

Page reference: The Delay Hypothesis

a. elaborated

b. hostile and biased

c. useful and accurate

d. incorrect and misleading

Type: multiple choice question

Title: Chapter 10, Question 12

12) The theory of affective intelligence states that when messages contain negative information that triggers people’s emotions, they will ______.

Feedback: When people encounter a novel or threatening actor, event, or issue on the political horizon, a process of fresh evaluation and political judgment is activated.

Page reference: Affective Intelligence, Motivated Reasoners, and the Backfire Effect

a. experience the hostile media effect

b. heighten their attention and carefully process the information

c. selectively avoid the information and quickly forget it

d. become depressed

Type: multiple choice question

Title: Chapter 10, Question 13

13) Walter Lippmann and others concerned about propaganda in the early 20^th century viewed average people as ________.

Feedback: They believed that people could not be trusted to govern themselves.

Page reference: Overview

a. cognitively well-equipped to comprehend an increasingly complex world

b. sufficiently embedded in their social groups to make sense of matters that affected them

c. affective reasoners looking for support for their pre-existing attitudes

d. unable to comprehend an increasingly complex world

Type: multiple choice question

Title: Chapter 10, Question 14

14) The nature/nurture divide is the question of how much genetics and brain physiology influence human behavior as opposed to_________.

Feedback: Human agency as a complex system of interlinked and interdependent relationships of people’s biological and social environment.

Page reference: The Neuroscience Perspective

a. learning and culture

b. mass communication

c. affect

d. cognition and thought

Type: multiple choice question

Title: Chapter 10, Question 15

15) Advertisers and marketers employ ______, that is, biometric measures like brainwaves, facial expressions, eye-tracking, sweating, and heart rate monitoring, to find ways to by-pass consumers’ reason and logic in order to directly reach their subconscious.

Feedback: Their goal is to bypass any and all cognition.

Page reference: The Neuroscience Perspective

a. peripheral-route messaging

b. central-route messaging

c. neuromarketing research

d. affect targeting

Type: True or False

Title: Chapter 10, Question 16

16) Much of people’s information processing is out of their conscious control.

Feedback: This may indeed be a good thing at times as we are incapable of devoting full cognitive attention to all the stimuli that comes at us.

Page reference: Overview

a. True

b. False

Type: True or False

Title: Chapter 10, Question 17

17) People are not so much information avoiders as they are information handlers.

Feedback: The precise opposite is true as we have developed sophisticated mechanisms for screening out irrelevant or useless information.

Page reference: Information-Processing Theory

a. True

b. False

Type: True or False

Title: Chapter 10, Question 18

18) Information-processing theory recognizes that we have limitless cognitive resources.

Feedback: The precise opposite is true; as such, people are cognitive misers.

Page reference: Information-Processing Theory

a. True

b. False

Type: True or False

Title: Chapter 10, Question 19

19) Though we usually think of television as an easy medium to understand, it is actually a difficult medium to use.

Feedback: It frequently presents information in ways that inhibit rather than facilitate learning.

Page reference: Information-Processing Theory

a. True

b. False

Type: True or False

Title: Chapter 10, Question 20

20) When schemas are constructed around a phenomenon’s identifiable characteristics, say the parts of a boat, it is a specific form of schema called a script.

Feedback: Some schemas are for events rather than things or concepts. When they are constructed episodically, they are called scripts.

Page reference: Schema Theory

a. True

b. False

Type: True or False

Title: Chapter 10, Question 21

21) A shadowy figure dashes across one side of the movie screen and you instinctively turn your attention to that movement, demonstrating your orienting response.

Feedback: Content producers use technical conventions—edits, quick cuts, zooms, pans, sudden noises and movements—to trigger involuntary responses, that is, to attract our attention.

Page reference: Information-Processing Theory

a. True

b. False

Type: True or False

Title: Chapter 10, Question 22

22) Schema-inconsistent advertising typically puts off consumers, producing less attention to the ad.

Feedback: In fact, the potential feeling of surprise brought on by the inconsistency may motivate consumers to attempt to make sense out of the discrepancy through greater involvement with the ad.

Page reference: Schema Theory

a. True

b. False

Type: True or False

Title: Chapter 10, Question 23

23) According to the hostile media effect, partisans remember more negative references to their position that positive ones in news accounts of an issue of importance to them.

Feedback: Partisans see media coverage of their topic of interest as less sympathetic to their side, more sympathetic to the opposing side, and generally hostile to their point of view.

Page reference: Hostile Media Effect

a. True

b. False

Type: True or False

Title: Chapter 10, Question 24

24) The Elaboration Likelihood Model assumes that because people want to hold correct attitudes, they will bring maximum cognitive scrutiny to their information processing.

Feedback: The amount and nature of issue-relevant elaboration people are willing or able to engage in order to evaluate messages will vary with individual and situational factors.

Page reference: Elaboration Likelihood Model

a. True

b. False

Type: True or False

Title: Chapter 10, Question 25

25) The Elaboration Likelihood Model argues that people sometime process information along the peripheral route in which they bring as much scrutiny to the information as possible.

Feedback: This describes the central route; the peripheral route relies on cues unrelated to the information.

Page reference: Elaboration Likelihood Model

a. True

b. False

Type: True or False

Title: Chapter 10, Question 26

26) The hostile media effect is likely a product of people’s routine cognitive processing—selective perception and systematic information processing.

Feedback: Partisans who consistently process arguments in light of their preconceptions and prejudices are bound to believe that the preponderance of reliable, pertinent evidence favors their viewpoint.

Page reference: Hostile Media Effect

a. True

b. False

Type: True or False

Title: Chapter 10, Question 27

27) More so than other mass communication theorists, critical cultural theorists rely heavily on the scientific method when conducting research.

Feedback: Post-positivists rely on the scientific method as it minimizes the impact of their values and biases.

Page reference: Four Trends in Media Theory

a. True

b. False

Type: True or False

Title: Chapter 10, Question 28

28) Peripheral route information process tends to rely on heuristics.

Feedback: Heuristics are simple decision rules that substitute for more careful analysis of persuasive messages.

Page reference: Elaboration Likelihood Model

a. True

b. False

Type: True or False

Title: Chapter 10, Question 29

29) Research has connected three elements of the “Big Five” model of personality traits—extraversion, agreeableness, and openness to experiences—to individual’s use of social networking.

Feedback: The three are extraversion, neuroticism, and openness to experiences.

Page reference: The Neuroscience Perspective

a. True

b. False

Type: True or False

Title: Chapter 10, Question 30

30) The Elaboration Likelihood Model and the heuristic-systematic model of information processing both accept the sufficiency principle.

Feedback: Because we are cognitive misers, we will exercise only as much systematic processing as is necessary (sufficient) to meet that need.

Page reference: Elaboration Likelihood Model

a. True

b. False