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:

Audience interpretations of media content are derived from ________.
a) the history of the audience member
b) the situation or context of consumption
c) media content
d) All of the above

Question 2:

The “hypodermic needle” or “magic bullet” theory of communication is based on ________ theory.
a) Marxist
b) behaviourist
c) libertarian
d) social responsibility

Question 3:

Agenda-setting research posits that ________.
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 4:

Uses and gratifications research asks the question ________.
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 5:

Leading members of the Frankfurt School include ________.
a) Max Horkheimer
b) Theodore Adorno
c) Michel Foucault
d) Both a and b

Question 6:

The Frankfurt school saw the products of the culture industry as ________.
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 7:

Feminist research focuses on ________.
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 8:

Industry audience analysis differs from academic audience analysis because it ________.
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 9:

Industry audience research offers little understanding of audience ________.
a) reach
b) demographics
c) size
d) understandings of media content

Question 10:

Research undertaken after a program is completed to measure its effectiveness is called ________.
a) demographic research
b) summative research
c) formative research
d) share research

Question 11:

In institutional audience research, “reach” refers to ________.
a) the range of ages of audience members
b) the number of audience members available during a particular program period
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 12:

The idea that media content might be read from dominant, negotiated, or oppositional perspectives is associated with ________.
a) uses and gratifications
b) the Frankfurt School
c) British cultural studies
d) All of the above

Question 13:

Reception analysis focuses on ________.
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 social setting in which people receive the media

Question 14:

Audience interpretations of media content derive from ________.
a) the social background or history of the audience member
b) the text or content, including the range and character of media options available
c) the social situation, or context within which the media consumption is taking place
d) All of the above

Question 15:

According to the Frankfurt School, high-cultural forms of entertainment do not include ________.
a) cinema
b) ballet
c) poetry
d) theatre

Question 16:

In relation to media, feminist research focuses on ________.
a) feminism, difference, and identity
b) new technologies and the body
c) uses and gratification research
d) Both a and b

Question 17:

Industry audience research uses techniques, such as ________, to segment audiences for better targeting of specific people.
a) narrowcasting
b) lifestyle measurements
c) Internet polls
d) None of the above

Question 18:

Over the years, CBC has undertaken the following type of research: ________.
a) Audience composition
b) Habits and interests of certain age groups
c) Critiques of other studies
d) All of the above

Question 19:

The statement “the poor are lazy” is an example of an ideological statement.
a) True
b) False

Question 20:

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.
a) True
b) False

Question 21:

Cultivation analysis studies content for its abilities to cultivate particular ideas and attitudes in audiences and viewers.
a) True
b) False

Question 22:

Both the Frankfurt School and the Birmingham School claimed that individuals were manipulated by the products of mass culture.
a) True
b) False

Question 23:

British cultural studies began as a reaction to theories of the media that down-played human agency.
a) True
b) False

Question 24:

With printing, the act of communication between the originator of a message and its recipient became increasingly mediated.
a) True
b) False

Question 25:

Internet sites like YouTube allow all members of what was once thought of as the “passive” audience to become media producers themselves.
a) True
b) False

Question 26:

Effects research supports the notion that the media is able to sway audiences to believe propaganda and advertising messages.
a) True
b) False

Question 27:

The main criticism of Effects Research is that the model is not able to illustrate the many influences on decoding, making it too simplistic.
a) True
b) False

Question 28:

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?
a) True
b) False

Question 29:

The Frankfurt School members have been accused of cultural elitism and pessimism.
a) True
b) False

Higher Education

Gasher: Chapter 05