1. What does the “spiral of silence” theory suggest about minority opinions?
a) Minority opinions tend to be more persuasive.
b) Minority opinions are often silenced due to fear of isolation.
c) Minority opinions are amplified by the media.
d) Minority opinions do not influence public discourse.
Correct Answer: b) Minority opinions are often silenced due to fear of isolation.
Explanation: The “spiral of silence” theory posits that people with minority opinions often remain silent to avoid social isolation, which can lead to the dominance of majority opinions.
2. Which concept in mass communication is used to describe a phenomenon where media influences what topics are discussed in society, but not necessarily the public’s opinion on those topics?
a) Cultivation Theory
b) Agenda-Building
c) Third-Person Effect
d) Framing
Correct Answer: b) Agenda-Building
Explanation: Agenda-building is the process by which the media and other actors influence the public agenda, determining what issues are considered important, without necessarily shaping opinions on those issues.
3. In the context of global communication, what does “media imperialism” refer to?
a) The dominance of local media over global media
b) The spread of media technologies worldwide
c) The dominance of Western media content over other cultures
d) The regulation of media by international organizations
Correct Answer: c) The dominance of Western media content over other cultures
Explanation: Media imperialism refers to the idea that Western media content dominates global media landscapes, often at the expense of local cultures and values.
4. Which theory posits that prolonged exposure to television shapes viewers’ perceptions of reality, often aligning them with the most common or repeated messages seen on TV?
a) Diffusion of Innovations
b) Social Cognitive Theory
c) Cultivation Theory
d) Media Richness Theory
Correct Answer: c) Cultivation Theory
Explanation: Cultivation Theory, developed by George Gerbner, suggests that long-term exposure to television content can shape an individual’s perceptions of reality, often leading them to believe that the world is more dangerous or violent than it is.
5. What does the “knowledge gap hypothesis” propose about the dissemination of information?
a) Information is equally accessible to all segments of society.
b) Higher educated people gain information at a faster rate, widening the gap between them and less educated individuals.
c) The digital divide is narrowing, reducing the knowledge gap.
d) Mass communication reduces social inequalities.
Correct Answer: b) Higher educated people gain information at a faster rate, widening the gap between them and less educated individuals.
Explanation: The knowledge gap hypothesis suggests that as new information enters society, those with higher education and socioeconomic status acquire it more quickly, thereby widening the knowledge gap.
6. In mass communication, what does “hegemony” refer to?
a) The process of gatekeeping information
b) The dominance of one social group over others through ideological means
c) The creation of niche media content
d) The spread of misinformation
Correct Answer: b) The dominance of one social group over others through ideological means
Explanation: Hegemony in mass communication refers to the dominance of a particular social group’s worldview, values, and beliefs, which are perpetuated through media and other institutions, making them seem natural and inevitable.
7. Which communication model emphasizes the cyclical nature of communication, incorporating feedback loops between sender and receiver?
a) Shannon-Weaver Model
b) Schramm’s Model of Communication
c) Hypodermic Needle Model
d) Westley and MacLean’s Model
Correct Answer: b) Schramm’s Model of Communication
Explanation: Schramm’s Model of Communication emphasizes the interactive nature of communication, where both the sender and receiver engage in encoding and decoding messages, with feedback playing a critical role in the process.
8. What is the focus of “Media System Dependency Theory”?
a) How individuals are dependent on media for entertainment
b) The interrelationship between media, audience, and the larger social system
c) The decline of traditional media in the digital age
d) The control of media by powerful corporations
Correct Answer: b) The interrelationship between media, audience, and the larger social system
Explanation: Media System Dependency Theory explores how individuals’ dependency on media is influenced by the media’s relationship with other social institutions and the individual’s needs and goals.
9. What does the concept of “framing” in media studies refer to?
a) The technical process of editing video content
b) The way in which news content is presented to emphasize certain aspects over others
c) The legal framework governing media operations
d) The selection of media channels for a specific campaign
Correct Answer: b) The way in which news content is presented to emphasize certain aspects over others
Explanation: Framing refers to the way media organizes and presents information to highlight certain aspects of a story, influencing how audiences perceive the issue.
10. Which theory suggests that the audience actively interprets media messages in a way that reflects their own social experiences and perspectives?
a) Reception Theory
b) Agenda-Setting Theory
c) Media Dependency Theory
d) Cultivation Theory
Correct Answer: a) Reception Theory
Explanation: Reception Theory posits that audiences are not passive recipients of media messages but actively interpret them based on their own social contexts, experiences, and perspectives.
