Tag: two-step flow theory

1. What is "participatory culture" in the context of digital media? a) A culture where media consumption is passive b) A culture where consumers actively participate in the creation and distribution of media content c) A culture dominated by professional media producers d) A culture focused on traditional forms of media Correct Answer: b) A culture where consumers actively participate in the creation and distribution of media content Explanation: Participatory culture refers to a media environment where audiences are not just consumers but also contributors, creating and sharing content through digital platforms like social media, blogs, and wikis. 2. What is the "two-step flow" theory of communication? a) Information flows directly from media to the audience b) Media messages are filtered through opinion leaders before reaching the audience c) Media messages bypass intermediaries and go directly to the public d) Media communication occurs in two stages: creation and distribution Correct Answer: b) Media messages are filtered through opinion leaders before reaching the audience Explanation: The two-step flow theory suggests that media messages first reach opinion leaders, who then interpret and pass on the information to others, making opinion leaders crucial intermediaries in the communication process. 3. What does "convergence culture" refer to in mass communication? a) The merging of different types of media into a single format b) The blurring of lines between content creators and consumers c) The domination of media by a few large corporations d) The decline of traditional media in favor of digital platforms Correct Answer: a) The merging of different types of media into a single format Explanation: Convergence culture refers to the blending of various forms of media, such as television, internet, and radio, into a single, interconnected system, often facilitated by digital technologies. 4. In media theory, what does the term "parasocial interaction" describe? a) Face-to-face communication between media professionals and the public b) The perceived relationship between audience members and media personalities c) Social media interactions among peers d) The impact of media on social movements Correct Answer: b) The perceived relationship between audience members and media personalities Explanation: Parasocial interaction refers to the one-sided relationships that audiences form with media figures, such as television characters or social media influencers, where the audience feels connected to the personality, despite the interaction being mediated and non-reciprocal. 5. Which of the following best describes "cultural imperialism" in media studies? a) The dominance of local media over global media b) The spread of Western media and cultural values overpowering local cultures c) The protection of cultural heritage through media d) The global exchange of diverse cultural content Correct Answer: b) The spread of Western media and cultural values overpowering local cultures Explanation: Cultural imperialism refers to the dominance of Western (often American) media and cultural values globally, which can erode local cultures and lead to homogenization of cultural expressions. 6. What does "network society" refer to in the context of mass communication? a) A society where traditional media networks dominate b) A society in which social and economic activities are organized around digital information networks c) A society focused on interpersonal communication rather than mass media d) A society where face-to-face communication is the primary mode of interaction Correct Answer: b) A society in which social and economic activities are organized around digital information networks Explanation: The concept of a network society, as proposed by Manuel Castells, describes a social structure where digital networks, such as the internet, form the basis of communication, economic activities, and social organization. 7. Which term describes the tendency of online platforms to create echo chambers, where users are exposed mainly to information that reinforces their existing beliefs? a) Digital Divide b) Information Overload c) Filter Bubble d) Media Fragmentation Correct Answer: c) Filter Bubble Explanation: A filter bubble refers to the situation where algorithms on online platforms, such as social media, personalize content in a way that limits exposure to diverse viewpoints, reinforcing users' existing beliefs and creating echo chambers. 8. In communication research, what does "intertextuality" refer to? a) The relationship between different texts and media, where one references or influences another b) The analysis of text content in isolation c) The creation of new media texts without referencing previous works d) The blending of textual and visual elements in media Correct Answer: a) The relationship between different texts and media, where one references or influences another Explanation: Intertextuality refers to the way in which media texts reference, borrow from, or are influenced by other texts, creating connections and layers of meaning across different media and genres. 9. Which term describes the concept that media audiences are not just passive receivers of messages but actively interpret and make sense of media content based on their own experiences? a) Active Audience Theory b) Hypodermic Needle Theory c) Gatekeeping Theory d) Agenda-Setting Theory Correct Answer: a) Active Audience Theory Explanation: Active Audience Theory emphasizes that media audiences are not passive consumers but actively engage with, interpret, and sometimes challenge media messages based on their personal experiences, cultural background, and social context. 10. What does the term "networked public sphere" describe in the context of digital media? a) The dominance of government-controlled media in public discourse b) The integration of traditional media outlets into online networks c) A digital space where citizens participate in public debate and discourse, often facilitated by social media d) The privatization of public communication channels Correct Answer: c) A digital space where citizens participate in public debate and discourse, often facilitated by social media Explanation: The networked public sphere describes a digital environment, especially on social media, where individuals and groups engage in public discourse, share information, and debate issues, often outside the control of traditional media and state institutions.

Tag: two-step flow theory

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