Test Bank for Media Today 8th Edition by Joseph Turow. ISBN: 9780367680299.
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Course
Media communications
Institution
Media Communications
Tb, Test Bank for Media Today: Mass Communication in a Converging World, 8th Edition by Joseph Turow.
Media Today 8e test bank.
Turow 8e test bank for Media Today.
1. In order for convergence to occur, all of the following must be present except
a. Copyright
b. Corporations
c. Content
d. Computers
Corporations, content, and computers allow convergence to happen. Copyright deals
with content regulation, not content availability.
2. The increase in the number of mass media outlets is called
a. Channel segmentation
b. Channel fragmentation
c. Channel mediation
d. Channel modification
Channel fragmentation describes this increase.
3. A new television channel that decides to make content specifically for tweens is using what
tactic in defining its audience this way?
a. Segmentation
b. Audience fragmentation
c. Targeting
d. Demographic data
Targeting is the defining of the desired audience for media outlets or media content.
4. Two companies providing the production of a film is called a
a. Pick-up
b. Conglomerate
c. Partnership
d. Coproduction
Coproductions often happen with companies in two countries working on getting a
film or show made.
5. The ownership of different aspects of media production, distribution, and exhibition across film,
television, and radio is called
a. Horizontal integration
b. Horizontal construction
c. Vertical integration
d. Vertical construction
Horizontal integration is the owning of different aspects, which allows companies to
capitalize on their assets more.
,6. Monopolization is one of the key elements at the heart of today’s media industry.
FALSE
Monopolization is illegal for any industry, including the media industry.
7. The various exhibition points that distributors use to make money from their texts are called
screens.
FALSE
They are called windows.
8. Audience segmentation and fragmentation happened before the rise of digital media.
TRUE
They both occurred with the introductions of then-new media, such as radio and television.
9. A mass media conglomerate is one that holds several different media companies.
TRUE
Disney is an example. Other media companies are part of larger corporations that make
everything from medical equipment to stoves.
10. Synergy involves maximizing one part of a company’s holdings in order to get as much money
out of it as possible and as efficiently as possible.
FALSE
Synergy refers to using all of the parts, not just one.
, Chapter 1: Understanding Mass Media, Convergence, and the Importance of Media Literacy
MULTIPLE CHOICE QUESTIONS
1. Convergence takes place when content that has traditionally been confined to one medium
a. appears in a new medium
b. is bought by another corporation
c. appears in feature films
d. appears on multiple media channels
2. The development of new media channels encouraged the mass audience to
a. read more books
b. tune out completely
c. consolidate
d. fragment
3. The thing that makes mass communication different from other kinds of communication is
a. the industrial nature of the process
b. the potential for libel in the process
c. the interpersonal nature of the process
d. the fact that messages are involved in the process
4. In the communication process, the source
a. is the transmitter
b. encodes the message
c. is the same as the channel
d. decodes the message
5. In the mass communication process, feedback
a. is always immediate
b. is often indirect
c. is not considered as important as it is in interpersonal communication
d. is always negative
6. In the mass communication process, noise
a. is present in only some mass media, but not in all
b. does not concern the source
c. can be semantic
d. has been completely eliminated by improved technology
7. Mass communication involves
a. the industrial production of message
b. the multiple distribution of messages
c. technological devices
d. all of these
, 8. Mass media outlets are
a. technological instruments
b. limited to digital technology
c. companies that that send out messages via mass media
d. all of these
9. People tend to use mass media for purposes of
a. surveillance
b. oppression
c. contractual agreements
d. simulating
10. A parasocial interaction is an example of
a. companionship
b. a psychological connection with a media celebrity
c. how mass media can bring pleasure to lonely people
d. all of these
11. The credibility that people place on the interpretive positions that mass media take depends on
a. the style of graphics used to support the positions
b. the technological nature of the communication channel
c. the extent to which the individuals agree with the media content
d. all of these
12. Culture
a. does not include the mass media
b. can be understood as ways of life passed on to members of society
c. is the same thing as society
d. all of these
13. The mass media
a. direct people’s attention toward the codes of acceptable behavior
b. tell us what and who count in our world and why
c. help people to understand themselves
d. all of these
14. Stereotypes
a. are predictable depictions that reflect cultural prejudices
b. are present only in electronic media like television and radio
c. help limit the political and economic manipulation of audiences
d. all of these
15. The media literate person understands that media materials
a. are constructed
b. are created and distributed within a commercial environment
c. are created and distributed within a political environment
d. all of these
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