1. Which of the following is an example of “narrowcasting” in mass communication?
a) Broadcasting a live sports event on national television
b) Sending targeted advertisements to specific demographics online
c) Airing a popular reality TV show
d) Publishing a front-page article in a major newspaper
Correct Answer: b) Sending targeted advertisements to specific demographics online
Explanation: Narrowcasting refers to targeting a specific, narrow audience segment with specialized content, often seen in targeted online ads or niche cable channels.
2. What is the primary focus of the “diffusion of innovations” theory?
a) How media influences social norms
b) The spread of new ideas and technologies through society
c) The impact of digital media on traditional media
d) The control of information by media conglomerates
Correct Answer: b) The spread of new ideas and technologies through society
Explanation: The Diffusion of Innovations theory, developed by Everett Rogers, explains how new ideas, practices, or products spread within a society or from one society to another.
3. In the context of media ethics, what does the term “yellow journalism” refer to?
a) Objective and factual reporting
b) Sensationalized and exaggerated news reporting
c) Reporting that focuses on environmental issues
d) Citizen journalism on social media
Correct Answer: b) Sensationalized and exaggerated news reporting
Explanation: Yellow journalism refers to a style of news reporting that emphasizes sensationalism over facts, often to attract readers and boost sales.
4. What does “cultural imperialism” in mass communication describe?
a) The preservation of indigenous cultures through media
b) The export of media content from dominant cultures to other countries, influencing local cultures
c) The promotion of local content in global markets
d) The regulation of media to protect national identity
Correct Answer: b) The export of media content from dominant cultures to other countries, influencing local cultures
Explanation: Cultural imperialism describes the dominance of one culture’s media and its influence over other cultures, often leading to the erosion of local traditions and values.
5. Which of the following best describes the “knowledge society”?
a) A society where all knowledge is freely accessible to everyone
b) A society where information and knowledge are key drivers of economic and social development
c) A society focused solely on academic knowledge
d) A society where traditional media dominates
Correct Answer: b) A society where information and knowledge are key drivers of economic and social development
Explanation: A knowledge society is characterized by the central role that information, knowledge, and education play in economic and social progress, with heavy reliance on ICT (Information and Communication Technology).
6. What does the “two-step flow model” suggest about the influence of mass media?
a) Mass media directly influences public opinion
b) Mass media influence is indirect, mediated by opinion leaders who then influence others
c) Mass media has no effect on public opinion
d) Mass media influences only in crisis situations
Correct Answer: b) Mass media influence is indirect, mediated by opinion leaders who then influence others
Explanation: The two-step flow model suggests that media messages are first received by opinion leaders, who then interpret and pass on these messages to others, exerting an indirect influence on the broader public.
7. What does the term “media convergence” refer to in digital communication?
a) The separation of different forms of media
b) The merging of traditional and new media platforms and technologies
c) The decline of print media in the digital age
d) The control of media content by the government
Correct Answer: b) The merging of traditional and new media platforms and technologies
Explanation: Media convergence refers to the blending of multiple media forms (like print, TV, and digital) into integrated, interactive platforms that allow users to access and interact with content across different devices.
8. Which of the following theories addresses how media contributes to the creation and maintenance of social norms?
a) Social Responsibility Theory
b) Media Ecology
c) Normative Theory
d) Symbolic Interactionism
Correct Answer: d) Symbolic Interactionism
Explanation: Symbolic Interactionism examines how media and communication contribute to the construction of social reality, influencing how people understand social norms and roles through the symbols and messages they encounter.
9. Which model of communication focuses on the relationships and power dynamics between media, culture, and society?
a) Shannon-Weaver Model
b) Critical Theory
c) Hypodermic Needle Model
d) Gatekeeping Theory
Correct Answer: b) Critical Theory
Explanation: Critical Theory explores how media serves to reinforce and reproduce societal power structures, focusing on issues of ideology, hegemony, and cultural dominance in mass communication.
10. What does the “third-person effect” theory suggest about people’s perceptions of media influence?
a) People believe media has a stronger effect on others than on themselves
b) People think they are more influenced by media than others
c) People are equally influenced by media regardless of personal beliefs
d) Media has no effect on people’s perceptions of others
Correct Answer: a) People believe media has a stronger effect on others than on themselves
Explanation: The third-person effect theory suggests that individuals tend to overestimate the impact of media on others while underestimating its effect on themselves, leading to biased perceptions of media influence.
