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Mass Communication in Canada, 7e: Chapter 5

Instructions: For each question, click on the radio button beside your answer. When you have completed the entire quiz, click the 'Submit my answers' button at the bottom of the page to receive your results.

Question 1:


a) the history of the audience member
b) the situation or context of consumption
c) media content
d) all of the above

Question 2:


a) Marxist
b) behaviourist
c) libertarian
d) social responsibility

Question 3:


a) causes researchers to neglect certain aspects of the interaction
b) is limiting because clear and unambiguous effects of media are difficult to identify in real life
c) narrows the scope of questions one might ask about such interactions
d) all of the above

Question 4:


a) media have a direct effect on people’s beliefs
b) media cultivate particular ideas and attitudes
c) media work selectively to draw people’s attention to particular events and circumstances
d) none of the above

Question 5:


a) What do media do to audiences?
b) What do audiences do with media?
c) What use is the media to society?
d) How do we thank media producers?

Question 6:


a) Max Horkheimer
b) Theodore Adorno
c) Michel Foucault
d) both A and B

Question 7:


a) destroying individuality and personal choice
b) empowering audiences to choose new forms of leisure
c) liberating America from Puritanism
d) both A and B

Question 8:


a) the gendered nature of narratives
b) how cultural products normalize the oppression of women
c) what women enjoy in media products
d) all of the above

Question 9:


a) focuses on the economic value of audiences
b) uses qualitative analysis to research audiences
c) considers the social context of audiences
d) deals primarily with print media

Question 10:


a) reach
b) demographics
c) size
d) understandings of media content

Question 11:


a) demographic research
b) summative research
c) formative research
d) share research

Question 12:


a) the range of ages of audience members
b) the distance the signal of a broadcasting station extends
c) the percentage of audience members who tune in for some period of time
d) the period of time during which a program can be viewed

Question 13:


a) uses and gratifications
b) the Frankfurt School
c) British cultural studies
d) all of the above

Question 14:


a) audience responses to the media in a clinical or laboratory setting
b) how the quality of the media signal affects audience response
c) how to create messages that a target audience can easily understand
d) the broad social setting in which people receive the media

Question 15:


a) True
b) False

Question 16:


a) True
b) False

Question 17:


a) True
b) False

Question 18:


a) True
b) False

Question 19:


a) True
b) False

Question 20:


a) True
b) False