Higher Education

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Gasher: Chapter 05

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) 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:


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:


a) Max Horkheimer
b) Theodore Adorno
c) Michel Foucault
d) Both a and b

Question 6:


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:


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:


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:


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

Question 10:


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

Question 11:


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:


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

Question 13:


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:


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:


a) cinema
b) ballet
c) poetry
d) theatre

Question 16:


a) feminism, difference, and identity
b) new technologies and the body
c) uses and gratification research
d) Both a and b

Question 17:


a) narrowcasting
b) lifestyle measurements
c) Internet polls
d) None of the above

Question 18:


a) Audience composition
b) Habits and interests of certain age groups
c) Critiques of other studies
d) All of the above

Question 19:


a) True
b) False

Question 20:


a) True
b) False

Question 21:


a) True
b) False

Question 22:


a) True
b) False

Question 23:


a) True
b) False

Question 24:


a) True
b) False

Question 25:


a) True
b) False

Question 26:


a) True
b) False

Question 27:


a) True
b) False

Question 28:


a) True
b) False

Question 29:


a) True
b) False