Test Bank – The Media of Mass Communication (12th Edition, John Vivian) | Complete Test Questions & Answers (ISBN 9780135496756)

TEST BANK

THE MEDIA OF MASS COMMUNICATION

12TH EDITION

CHAPTER NO. 01: MASS MEDIA LITERACY
Key: Answer, Page, Type, Learning Objective, Level

Type
A=Applied
C=Conceptual
F=Factual
Level
(1)=Easy; (2)=Moderate; (3)=Difficult

LO=Learning Objective
SG=Used in Study Guide
p=page

Chapter 01: Mass Media Literacy

Multiple Choice Single Select
1) According to the media research firm Nielsen, _________ is the top media activity for the
majority of Americans.
a) television
b) radio
c) smartphone
d) DVD/Blu Ray

Answer: a
Topic: Media Exposure
Learning Objective: 1.1.1: Classify the digital media usage of the consumers of mass
media in the United States
Skill Level: Understand
Difficulty: Easy

2) Mass media has become so integrated into people’s lives that _________ is common.
a) mainstreaming
b) media multitasking

, c) writing letters
d) niche casting

Answer: b
Topic: Media Exposure
Learning Objective: 1.1.2: Describe concurrent media usage in the
United States
Skill Level: Understand
Difficulty: Easy

3) On most days, the most-listened-to item in morning newscasts is
a) sports.
b) consumer news.
c) crime news.
d) the weather.

Answer: d
Topic: Media Exposure
Learning Objective: 1.1.3: Characterize the relationship between the
producers and consumers of mass media
Skill Level: Understand
Difficulty: Easy

4) Newspaper, radio, television, and magazine companies cannot survive unless they
a) deliver an audience to advertisers.
b) provide the latest news.
c) offer low subscription rates.
d) serve the government.

Answer: a
Topic: Media Exposure
Learning Objective: 1.1.3: Characterize the relationship between the
producers and consumers of mass media
Skill Level: Understand
Difficulty: Easy

5) The type of communication that occurs between two individuals, either by themselves or in
a small group, is _________ communication.
a) mediated
b) meta-
c) interpersonal
d) symbiotic

Answer: c

, Topic: Mediated Communication
Learning Objective: 1.3.1: Analyze the way technology has affected communication
Skill Level: Understand
Difficulty: Easy


6) An executive participating in a business meeting is engaged in _________ communication.
a) group
b) industrial
c) intrapersonal
d) mediated

Answer: a
Topic: Mediated Communication
Learning Objective: 1.3.1: Analyze the way technology has affected communication
Skill Level: Understand
Difficulty: Easy

7) In order for something to be categorized as group communication, the audience must
a) consist of more than 10 people.
b) not be able to provide immediate feedback.
c) be more than one person and all be within earshot.
d) be a homogeneous group.

Answer: c
Topic: Mediated Communication
Learning Objective: 1.3.1: Analyze the way technology has affected communication
Skill Level: Understand
Difficulty: Easy

8) Mass communication involves sending a message to a great number of people who
a) have paid or otherwise prepared to receive the message.
b) are together in the same location so they can receive the message.
c) are in widely separated locations.
d) have common interests that make them a viable target audience.

Answer: c
Topic: Mediated Communication
Learning Objective: 1.3.2: Characterize mass communication
Skill Level: Understand
Difficulty: Easy

9) One characteristic that distinguishes mass communication from interpersonal and group
communication is the

, a) content of the message.
b) lack of immediate feedback.
c) ability of the receiver of the message to understand it.
d) length of the message.


Answer: b
Topic: Mediated Communication
Learning Objective: 1.3.2: Characterize mass communication
Skill Level: Understand
Difficulty: Easy

10) Which of the following social media traits is NOT shared with earlier, traditional mass
media?
a) They reach millions of people in diverse locations.
b) They inform, persuade, amuse, and enlighten users.
c) They enable interactive dialogue among their users.
d) They bring in millions of dollars of revenue for their owners.

Answer: c
Topic: Mediated Communication
Learning Objective: 1.3.3: Differentiate industrial and social media
Skill Level: Understand
Difficulty: Easy

11) Unlike production for industrial media, the production of content for social media
a) requires specialized skills, equipment, and training.
b) is primarily done by paid professional staff members.
c) is highly complicated, time consuming, and expensive.
d) uses readily accessible and affordable software tools.

Answer: d
Topic: Mediated Communication
Learning Objective: 1.3.3: Differentiate industrial and social media
Skill Level: Understand
Difficulty: Easy

12) The mass media were almost entirely word-centric for hundreds of years until
a) libraries began using the Dewey Decimal System to categorize books.
b) it became technologically possible to duplicate and distribute images.
c) visual images became accepted as a form of communication as well as art.
d) motion pictures were invented and accepted as a mass medium.

Answer: b
Topic: Literacy for Media Consumers
Learning Objective: 1.4.1: Relate linguistic literacy to economic prosperity
Skill Level: Understand
Difficulty: Easy