Chapter 4 Practice Quiz

Perspectives on Media and Audiences
. Audience interpretations of media content are derived from ________.

. Mass media audiences differ from earlier audiences, such as in a theatre, due to all of the following EXCEPT ________.

. The "hypodermic needle" or "magic bullet" theory of communication is based on ________ theory.

. Agenda-setting research posits that ________.

. Uses and gratifications research asks the question ________.

. The Frankfurt school felt that ________ had profound impacts on cultural life, including media production and consumption.

. The idea that media content might be read from dominant, negotiated, or oppositional perspectives is associated with ________.

. Reception analysis focuses on ________.

. Industry audience research uses techniques, such as ________, to segment audiences for better targeting of specific people.

. British Cultural Studies initially focused on issues related to ________.

. Feminist research focuses on ________.

. Industry audience analysis differs from academic audience analysis because it ________.

. Industry audience research offers little understanding of audience ________.

. In institutional audience research, the percentage of audience members who tune in for some period of time refers to ________.

. Fragmentation in Canadian media use has led to ________.

. With the development of the printing press, the act of communication be-tween the originator of a message and its recipient became increasingly mediated.

. Audience fragmentation has a number of benefits for broadcasters.

. Media effects researchers have consistently found significant evidence that media consumption directly causes changes in audiences' behaviors.

. Effects research supports the notion that the media is able to sway audiences to believe propaganda and advertising messages.

. The main criticism of Effects Research is that the model is not able to illustrate the many in-fluences on decoding, making it too simplistic.

. Cultivation analysis studies content for its abilities to cultivate particular ideas and attitudes in audiences and viewers.

. Instead of focusing on the question What do media do to audiences? the central question of the uses and gratification research approach is What do audiences do with the media?

. The statement "the poor are lazy" is an example of an ideological statement.

. Culture is a set of ideas and values or 'way of life' through which people understand and relate to the conditions under which they live.

. Both the Frankfurt School and the Birmingham School claimed that individuals were manipulated by the products of mass culture.

. Marxist approaches to studying media emphasize the importance of human agency in media consumption.

. The Frankfurt School members have been accused of cultural elitism and pessimism.

. Internet sites like YouTube allow all members of what was once thought of as the "passive" audience to become media producers themselves.

. Digital media like Facebook and Google have the ability to target advertising messages even more effectively than traditional media.

. "Reach" refers to the number of audience members available during a particular program pe-riod.

. Internet users have a high degree of control over how the information they post to the inter-net is used by advertisers.

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