MMP201_FINAL EXAM

Study online at https://quizlet.com/_dhb20t

1. What makes mass communication "mass"? (Wright, D. All of the options

1986)
A. The audience is large and anonymous, and often
very heterogeneous.
B. Communication sources are institutional and or-
ganizational.
C. The basic economic function of most media in
most nations is to attract and hold as large an au-
dience as possible for the advertisers.
D. All of the options.

2. Conrad Kottak (1990) identified five stages of soci- C. the communi-

etal interaction with television. Accordingly, in stage ty is saturated with
3, he stated that television and the
A. The medium is new and strange and attracts peo- length of exposure
ple with glued gazes—no matter what the content is. increases.
"The medium rather than the message is the mes-
merizer".
B. In the next 10 to 15 years, people beginning to
interpret TV's messages and selectively accept or
reject them.
C. The community is saturated with television and
the length of exposure increases.
D. Adults have spent their whole lives in a culture
permeated by television, and its lifelong impact on
members of society is taken for granted.

3. What is the conditional effects model? B. the media can

A. most individuals in a mass society perceive mes- still have substan-
sages from media in the same fashion and react to tial effects, but
them strongly and very similarly. only under cer-
B. the media can still have substantial effects, but tain conditions or
only under certain conditions or for certain audience for certain audi-
members, often in less dramatic form than suggest- ence members, of-
ed by the most vocal critics. This is a model of selec- ten in less dramat-
tive effects based on individual differences (Oliver & ic form than sug-
Krakowiak, 2009). gested by the most
C. Media messages are thus "magic bullets" piercing vocal critics. This is
the mind of the populace. a model of selec-
1 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
D. the importance of repeated exposure to media tive effects based
stimuli and suggests that effects are due not so on individual dif-
much to a single exposure as to the additive effects ferences (Oliver &
of many instances of exposure. Krakowiak, 2009).

4. In studies about the effects of e=xposure to mass D. Behavioral ef-

communication, general classes of measurable ef- fects, attitudinal ef-
fects of media include fects, cognitive ef-
A. demographic variables classifying the individual fects, physiological
(e.g., gender, ethnicity, age), properties of the mes- effects
sage (e.g., who commits the violence and whether
it is reinforced), or the context of its reception (e.g.,
children watching television with their parents or
alone)
B. direct, conditional, or cumulative effects models
C. positive or negative aspects of media
D. Behavioral effects, attitudinal effects, cognitive
effects, physiological effects

5. Which following example can describe for physio- C. Increasing in

logical effects of media? breathing and
A. A single exposure to a Seventeen supermodel is heart rate result
unlikely to trigger an eating disorder, but repeated from watching a
exposures to ultrathin, large-breasted women may scary movie or an
cumulatively encourage a young woman to push her exciting ball game
body in that direc- tion, especially if she likes and
identifies with the media models
B. Learning new information from media (e.g., facts
about chimpanzees from a National Geographic arti-
cle)
C. Increasing in breathing and heart rate result from
watching a scary movie or an exciting ball game
D. Children randomly assigned to view high-risk be-
hav- iors on TV were more likely to later self-report
their own tendency to engage in risk-taking behav-
iors.

6. Attitudes consist of two components (Festinger, A. An intellectual

1957), including: (belief) component

2 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
A. An intellectual (belief) component (e.g., reasons (e.g., reasons that
that you favor one political candidate's position over you favor one polit-
another's), and emotional component (e.g., liking ical candidate's po-
one candidate more than another) sition over anoth-
B. Positive feelings and negative feelings er's), and emotion-
C. cognitive dissonance and cultivation al component (e.g.,
D. All options are correct liking one candi-
date more than an-
other)

7. As applied to media, a principle of the third-person B. (1) people be-

effect means lieve that oth-
A. Different media may stimulate different types of er people are
cognitive processing. more vulnerable
B. (1) people believe that other people are more than themselves to
vulnerable than themselves to persuasive messages persuasive mes-
and other media influences; and (2) such percep- sages and other
tions can influence behavior media influences;
C. When we are watching TV, using the Internet, or and (2) such per-
reading a magazine, we are continually processing, ceptions can influ-
comprehending, and remembering the information ence behavior
we are exposed to
D. Media may induce many sorts of attitudes on a
given subject

8. Fill in a blank: "Research studying people watching C. between 55 and

television has found that the typical adult or child 70%
over the age of 5 attends to the TV between ..... of the
time it is on, varying depending on the time of day
and the type of program being watched" (Anderson
& Burns, 1991; Schmitt, Woolf, & Anderson, 2003)
A. between 15 and 30%
B. between 25 and 50%
C. between 55 and 70%
D. between 90 and 100%

9. The phenomenon of change blindness refers to... C. the fact we do

A. The fact our attention becomes overloaded not notice changes
B. The fact children initially allocate considerable in a continuous vi-

3 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
attention to difficult segments but quickly reduce sual scene as we
that attention if the material is beyond their level of watch it.
comprehension
C. the fact we do not notice changes in a continuous
visual scene as we watch it.
D. The fact children spend more time attending to
"child content" than to "adult content".

10. What does a social convention of the "willing sus- A. People, for a
pension of disbelief" mean? brief time, agree to
A. People, for a brief time, agree to accept the char- accept the charac-
acters portrayed onscreen as real human beings so ters portrayed on-
that we can identify with them and experience their screen as real hu-
joys and sorrows. man beings so that
B. we identify with the character, that is, mentally we can identify with
compare ourselves to and imagine ourselves like them and experi-
that character. ence their joys and
C. the possible distraction effects of using mobile sorrows.
phones while driving or studying.
D. We are more likely to imitate the behaviors or
adopt the attitudes of characters we identify with.

11. What is the ability to understand and feel what some- B. Empathy
one else is feeling called?
A. Suspense
B. Empathy
C. Transportation
D. Identification

12. Fill in a blank: "Part of what happens when we will- C. transported

ingly suspend disbelief is that we allow ourselves
to be ......into a narrative world, that is, drawn into a
story".
A. remembered
B. involved
C. transported
D. forgot

13. Fill in a blank: "People in good moods will often

seek the least engaging stimulation in order to per-
4 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
petuate their current state, while people in nega- D. seek stimulation
tive moods may ....." (Knobloch-Westerwick, 2006; to alter that bad
Knobloch-Westerwick & Alter, 2 Potts & Sanchez, mood
1994).
A. seek highly arousing fare in order to achieve and
maintain a high arousal level
B. turn on some mindless sitcom rerun
C. seek the engaging stimulation
D. seek stimulation to alter that bad mood

14. Why may multitasking with respect to media be par- A. Our desire
ticularly appealing? (Wang & Tchernev, 2010) to meet multiple
A. Our desire to meet multiple needs and achieve needs and achieve
multiple gratifications multiple gratifica-
B. Sometimes we may not be looking at the screen tions
very much
C. our attention becomes overloaded
D. Familiar content may partially compensate for
structural confusion or lack of experience with film
conventions

15. What is an experience of uncertainty whose prop- C. Suspense

erties can vary from noxious to pleasant usually
called?
A. Empathy
B. Humor
C. Suspense
D. Attention

16. Which dimensions does transportation include? D. Narrative under-

(Busselle & Bilandzic, 2009). standing, attention-
A. Narrative understanding, attentional focus al focus, emotional
B. Emotional engagement, and narrative presence engagement, and
C. Attention, Suspending Disbelief, Identification narrative presence
D. Narrative understanding, attentional focus, emo-
tional engagement, and narrative presence

17. Fill in blank: "All types of ads try to affect the reality C. change our atti-
perceived by the consumer (i.e., give us a new image tudes
of a product, candidate, or company or make us feel
5 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
we have a need or desire for some product). Such
processes involve attempts to ...."
A. change our attention
B. change our behavior
C. change our attitudes
D. change our knowledge

18. Fill in a blank: "Connecting a product with the posi- A. associate

tive feelings that people have for such symbols can
.....a lot of positive emotion with that product."
A. associate
B. ignore
C. deny
D. stop

19. "McDonald's in Dublin helps raise money for the Irish D. Patriotic Ap-
Olympic team." What kind of appeals McDonald's is peals
deploying in the ad?
A. Achievement, Success, and Power Appeals
B. Fear appeals
C. Informational Appeals
D. Patriotic Appeals

20. In terms of lifespan, how humorous ads become dif- B. humorous ads
ferent from other ads? (Pechmann & Stewart, 1988) have a particular-
A. Humorous ads have a long lifespan. ly short lifespan.
B. humorous ads have a particularly short lifespan. They become old-
They become older, more tired, and much more an- er, more tired, and
noying faster than other ads. much more annoy-
C. humorous ads become more interesting and ing faster than oth-
much more annoying faster than other ads. er ads.
D. humorous ads become less annoying than other
ads.

21. Fill in a blank: " The cognitive approach to advertis- B. Information

ing views an ad as .....to be processed " (Thorson,
1990).
A. Entertainment
B. Information

6 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
C. Story
D. Data

22. How many stages of processing involved in under- D. 8

standing and acting upon an ad as we perceive and
comprehend it ? (Shimp & Gresham, 1983)
A. 5
B. 6
C. 7
D. 8

23. What is the fifth stage of processing involved in B. We try to en-

understanding and acting upon an ad (Shimp & Gre- code the infor-
sham, 1983)? mation into our
A. We take action based on that decision (e.g., actu- long-term memory
ally buying the prod- uct or not). for future use (
B. We try to encode the information into our e.g., remembering
long-term memory for future use (e.g., remembering the name of an in-
the name of an intriguing new product for the next triguing new prod-
time we're at the store). uct for the next time
C. Some time later, we try to retrieve that information we're at the store ).
(perhaps when we're ready to buy the product.
D. We try to decide among available options, such as
which brand or model to purchase.

24. Fill in blank: "Although there are clear health bene- B. Somewhat less
fits from participating in sports, benefits from con- clear
suming sports through media are...."
A. More clear
B. Somewhat less clear
C. True
D. False

25. Fill in blank: "Music can induce pleasant mood C. Reduce

states of differ- ent sorts, and it can ... feelings of
anxiety and generally lift the spirits."
A. Increase
B. Manage
C. Reduce
D. Moderate
7 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t

26. What is one of the social functions of music? B. Being a natural

A. Music is also used to fill silence and supply back- background to or a
ground noise, either at home or while driving a car. part of talking with
B. Being a natural background to or a part of talking friends, partying, or
with friends, partying, or other recreation. other recreation.
C. Music can induce pleasant mood states of differ-
ent sorts, and it can reduce feelings of anxiety and
generally lift the spirits.
D. Music can relieve boredom.

27. What is Involuntary Musical Imagery (IMAs) or "ear- D. All of them are
worms"? correct
A. It is an experience that music memories enter
our consciousness without being invited or perhaps
even wanted.
B. It occurs spontaneously and are hard to control,
occurring most often in times of low alertness and
low demands on our attention.
C. Melodic memories of a song "stuck in our head".
D. All of them are correct.

28. What are sexually violent materials in the media? A. They portray
A. They portray rape and other instances of physical rape and other in-
coercion and harm to persons in a sexual context. stances of physical
B. They may or may not depict degradation, domina- coercion and harm
tion, subordination, or humiliation. to persons in a sex-
C. They depict a couple having intercourse with no ual context.
indication of violence or coercion.
D. They are designed for sexual purposes only.

29. What is the most straightforward effect of sex in B. Sexual arousal

media?
A. Emotional effects
B. Sexual arousal
C. Attitudes and values
D. Behavioural effects

30. Fill in a blank: "Sexual arousal to stimuli not naturally D. Classical condi-
evoking such a response may be learned through...." tioning
8 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
A. Self-learning
B. Non- classical conditioning
C. Conditioning
D. Classical conditioning

31. Usually, in the media, who are the playthings or vic- A. Women
tims of the opposite sex ?
A. Women
B. Men
C. Children
D. Adults

32. Benedict (1992) identified two common rape narra- D. Both of them.
tives, both of which distort and trivialize the crime:
"the vamp" and "the virgin". What does the story of
"the vamp" means?
A. It means that a sexy woman who incites the lust
of a man, who then cannot control himself and rapes
her.
B. It means that the pure and innocent woman at-
tacked by a vicious monster.
C. None of them.
D. Both of them.

33. The general goal of social marketing is to ... C. Use media to

A. Selling products. promote behaviors
B. Selling healthy, safe, and socially positive that lead to im-
lifestyles. proved health or
C. Use media to promote behaviors that lead to im- wellbeing.
proved health or wellbeing.
D. Advertising.

34. Breslow (1978) identified methods of risk-factor in- A. Environmental

tervention in public health campaigns. They are intervention and
A. Environmental intervention and epidemiological epidemiological in-
intervention and educational programming. tervention and ed-
B. Epidemiological intervention and educational pro- ucational program-
gramming. ming.
C. Educational intervention and Environmental inter-

9 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
vention.
D. None of them is correct.

35. Fill in a blank: "An angry mood can......., which in B. Prime aggres-
turn may interfere with retrieval of the ad content". sive thoughts.
(Bushman & Phillips, 2001)
A. Be retained
B. Prime aggressive thoughts
C. Interfere with the brain's encoding of information
D. Distract from attending to and processing the ad

36. Fill in a blank: "Listening to prosocial lyrics was also B. A decrease

associated with a decrease in state hostility, which
led to reduced aggression" (Greitemeyer, 2011b).
A. An increase
B. A decrease
C. A balance
D. An improvement

37. According to Schachter & Singer (1962), the emo- B. Both our
tions we feel are a product of: aroused bodily
A. Our thinking about our feelings and attribute caus- state and our cog-
es and interpretations to them. nitive appraisal of
B. Both our aroused bodily state and our cognitive that state.
appraisal of that state.
C. The appreciation of media, especially radio, televi-
sion, and film.
D. Psychological experience.

38. What does "Media as Vicarious Emotional Experi- B. Experience

ence" allow viewers to? some of the emo-
A. Feel while watching or listening media products tion felt by the
B. Experience some of the emotion felt by the char- characters without
acters without themselves being in any physical dan- themselves being
ger or embarrassment in any physical
C. Have a different interpretation of that state of danger or embar-
bodily arousal rassment
D. None is correct

39.
10 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
Wenner and Gantz (1998) identified five levels of D. Companionship
motivation for watching sports, with decreasing involves watching
amounts of emotional involvement. What is the in order to be in the
fourth level? company of oth-
A. The fanship dimension, focusing on the thrill of ers who are watch-
victory and identifying strongly with the players. ing; such motiva-
B. The learning dimension involves acquiring infor- tions are especial-
mation about the game and the players ly important in the
C. The release dimension involves "letting off case of family or
steam," relaxing, and eating and drinking. significant others
D. Companionship involves watching in order to be
in the company of others who are watching; such
motivations are especially important in the case of
family or significant others

40. Fill in a blank: "Music is used to....., either at home or A. Fill silence and
while driving a car. Thus it can relieve boredom". supply background
A. Fill silence and supply background noise noise
B. Increase noise
C. Reduce noise
D. Make noise

41. Fill in a blank: "Reactions to music can ...one's pri- A. Depend on

or knowledge, experiences, and prejudices" (Fried
1996, 1999).
A. Depend on
B. Influence
C. Change
D. Shape

42. Fill in a blank: "Listening to music with aggressive A. More aggressive

lyrics can lead to .... cognitions, emotions, and be-
haviors" (Anderson, Carnagey, & Eubanks, 2003)
A. More aggressive
B. Less aggressive
C. A decrease in state hostility,
D. Reduced aggression

43. What is nonviolent sexual material? D. It may or may not

A. It labeled erotic, pornographic, or sexually explicit, depict degradation,
11 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
which comprises magazines, videos, lms, and Inter- domination, subor-
net websites. dination, or humili-
B. It is for sexual purposes only and without recog- ation.
nized literary or artistic merit.
C. It portrays rape and other instances of physical
coercion and harm to persons in a sexual context
D. It may or may not depict degradation, domination,
subordination, or humiliation.

44. Benedict (1992) identified two common rape narra- B. It means that the
tives, both of which distort and trivialize the crime: pure and innocent
"the vamp" and "the virgin". What does the story of woman attacked by
"the virgin" means? a vicious monster.
A. It means that a sexy woman who incites the lust
of a man, who then cannot control himself and rapes
her.
B. It means that the pure and innocent woman at-
tacked by a vicious monster.
C. None of them.
D. Both of them.

45. According to Malamuth (1984), in terms of sexual C. The victims

arousal, men were aroused by the sexual violence were shown to be
only if.... (Malamuth, 1984). aroused by the as-
A. The women victims were not portrayed as being sault.
aroused by the assault.
B. The women victims were not so portrayed.
C. The victims were shown to be aroused by the
assault.
D. Men see lms with scenes of sexual violence later
showed a more callous attitude toward rape and
women.

46. What does Sex in media include ? B. A class of media

A. Portrays rape and other instances of physical often explicitly la-
coercion and harm to persons in a sexual context. beled erotic, porno-
B. A class of media often explicitly labeled erotic, graphic, or sexually
pornographic, or sexually explicit, which comprises explicit, which com-
magazines, videos, lms, and Internet websites. prises magazines,

12 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
C. Media have been recognized as being for sexual videos, lms, and In-
purposes only. ternet websites.
D. None is correct.

47. Consuming sexual media leads to changes in actual D. All of them are
sexual behaviours, including: correct.
A. Teaching new behaviours and disinhibition of
known behaviours.
B. Adolescent Socialization, Cybersex, Catharsis.
C. Sex Crimes and Interference with Cognitive Pro-
cessing.
D. All of them are correct.

48. According to a study conducted by Boies in 2002, D. All of them are

men (more than women) viewed pornography on the correct.
Internet for which purposes:
A. To sexually arouse themselves, to satisfy sexual
needs.
B. To fulfil sexual fantasies.
C. And to satisfy curiosity about new sexual tech-
niques.
D. All of them are correct.

49. Fill in a blank: "In considering the effectiveness of B. The media, gov-
entertainment-education media in developing coun- ernment, commer-
tries, prosocial campaigns are most successful if...." cial sponsors, and
(Rogers and Singhal, 1990) public health orga-
A. Placing an educational message in an entertain- nizations work to-
ment context can draw a mass audience and earn gether.
large profits.
B. The media, government, commercial sponsors,
and public health organizations work together.
C. The educational message cannot be too blatant or
too much of a hard sell, or the audience will reject it.
D. The effect of the media message in such programs
is enhanced by specific supplementary tips about
behavior change.

50. What was one of the most important television A. Sesame Street
shows of all time in terms of viewership and research
13 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
in Prosocial Children's Television?
A. Sesame Street
B. Captain Kangaroo
C. Romper Room
D. Kukla

51. What are example of positive social effects when D. A and B are cor-
children watch Sesame Street? rect
A. after two years of watching Sesame Street, White
children showed more positive attitudes toward chil-
dren of other races (Bogatz & Ball, 1971; Christensen
& Roberts, 1983).
B. Minority children watching Sesame Street showed
increased cultural pride, condence, and interperson-
al cooperation (Greenberg, 1982) and more prosocial
free play (Zielinska & Chambers, 1995).
C. None is correct
D. A and B are correct

52. What are some challenges that are particularly acute D. All of them are
for social marketing? (Goldberg, 1995; Manrai & correct.
Gardner, 1992)
A. social ideas tend to have a higher degree of
both shared benets and shared responsibilities; the
benets that do exist with social marketing tend to be
delayed or intangible.
B. social marketing campaigns are often very com-
plex, unlike product advertising, social marketing
messages frequently face strong opposition; social
marketers often set unrealistically high goals, such
as changing the behavior of 50% of the public.
C. social marketing appeals are often aimed at the
15% or so of the population that is least likely to
change.
D. All of them are correct.

53. In order to have an effective E-E campaign, Flay C. Work for be-
and Burton (1990) identified several steps. What are havior changes, as
they? well as changes in

14 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
A. Develop and use high-quality messages, sources, awareness, knowl-
and channels; Disseminate effectively to the most edge, and atti-
appropriate target audience; Gain and keep the at- tudes; Work for
tention of the audience. broader societal
B. Gain and keep the attention of the audience; changes. Obtain
Encourage favorable interpersonal communication knowledge of cam-
about the issue after exposure to the message. paign effectiveness
C. Work for behavior changes, as well as changes through evaluation
in awareness, knowledge, and attitudes; Work for research.
broader societal changes. Obtain knowledge of cam-
paign effectiveness through evaluation research.
D. All of them are correct

54. What does epidemiological intervention involve? D. It involves iden-

(Breslow, 1978) tifying the charac-
A. It involves changing the environment in a healthier teristics correlated
direction with increased fre-
B. It involves media and is of most concern for our quency of the dis-
purposes. ease and taking
C. All of them are correct steps to alter those
D. It involves identifying the characteristics corre- characteristics.
lated with increased frequency of the disease and
taking steps to alter those characteristics.

55. Flora and Maibach (1990) measured people's cogni- B. Emotional ap-
tive involvement with the AIDS issue and exposed peals were more
them to either a rationally based or an emotionally memorable than
based PSA. Results showed that: rational ones, es-
A. In general, prevention programs targeted at gay pecially for people
White men have been the most successful in chang- relatively less in-
ing risky behaviors volved psychologi-
B. Emotional appeals were more memorable than cally with the con-
rational ones, especially for people relatively less in- tent of the mes-
volved psychologically with the content of the mes- sage.
sage.
C. Emotional appeals were also more effective than
cognitive appeals in stimulating a desire to learn
more about AIDS
D. Especially in the developing world, changes in

15 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
longstanding and deep-rooted social customs are
required to slow the spread of AIDS.

56. In examining explicit public health media campaigns, A. Disseminate ef-

Flay and Burton (1990) identied seven steps for such fectively to the
a campaign to be maximally effective. What is the most appropriate
second step? target audience.
A. Disseminate effectively to the most appropriate
target audience.
B. Develop and use high-quality messages, sources,
and channels.
C. Gain and keep the attention of the audience.
D. Encourage favorable interpersonal communica-
tion about the issue after exposure to the message.

57. Media exhortations to treat other people better or B. Combined with

live a healthier lifestyle are more effective if... behavioral inter-
A. Obtain knowledge of campaign effectiveness ventions provid-
through evaluation research ing specic tips
B. Combined with behavioral interventions providing on lifestyle change
specic tips on lifestyle change and support for ef- and support for ef-
forts to do so. forts to do so.
C. Promulgated E-E campaigns
D. Promulgated Social Marketing

58. Programs may aim to alter the perceived reality by D. All of them are
providing more information or providing an impe- correct.
tus for changing behavior and thereby making a
change in the knowledge base. According to Bres-
low (1978)'s three methods of risk-factor interven-
tion in public health campaigns, what kind of inter-
vention such programs represent for?
A. Environmental intervention
B. Educational programming (Educational interven-
tion)
C. Epidemiological intervention
D. All of them are correct

59. What are positive effects of social marketing media D. All of them are
campaigns? correct.
16 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
A. Having an altered perceived reality that includes
a heightened awareness of the problem; making the
problem more salient, thereby increasing receptivity
to other.
B. Stimulating later conversation with one's family,
friends, or doctor; self-initiated information seeking
in individuals.
C. Reinforcing positive existing attitudes and behav-
ior.
D. All of them are correct.

60. In examining explicit public health media campaigns, B. Develop and use
Flay and Burton (1990) identied seven steps for such high-quality mes-
a campaign to be maximally effective. What is the sages, sources,
first step? and channels.
A. Disseminate effectively to the most appropriate
target audience.
B. Develop and use high-quality messages, sources,
and channels.
C. Gain and keep the attention of the audience.
D. Encourage favorable interpersonal communica-
tion about the issue after exposure to the message.

61. Fill in a blank: "our brains respond .... to violent and C. Differently
nonviolent stimuli" (Murray et al., 2006).
A. Slowly
B. Frequently
C. Differently
D. Similarly

62. What is basic principle of desensitization? B. Viewing a steady

A. Although most people are raised with the gen- diet of violence in
eral belief that violent behavior is bad (specic cir- the media makes
cumstances when it might be acceptable may vary), us less sensitive to
exposure to repeated media violence may break it, more jaded, and
down these attitudinal inhibitions against thinking less aroused and
violence is acceptable. bothered by it.
B. Viewing a steady diet of violence in the media
makes us less sensitive to it, more jaded, and less

17 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
aroused and bothered by it.
C. A sort of reverse modeling effect, whereby viewers
react so strongly to seeing violence and have such
a traumatized perceived reality that they are actually
less likely to imitate it as a result
D. Persons may become violent in their own behavior
in a somewhat different way than the media model;
that is, the effect generalizes beyond the specic be-
havior demonstrated in the media

63. Fill in blanks: "Whereas modeling predicts ....in vio- C. An increase/ a

lent behavior after watching media violence, cathar- decrease
sis theory predicts ....in such behavior (Feshbach,
1955).
A. Unchanged/similar
B. A decrease/ an increase
C. An increase/ a decrease
D. Adecrease/a decrease

64. Fill in a blank: "preadolescent and adolescent boys A. Horror lms

use ....to develop mastery over fear and to perfect
their displays of fearlessness and protective compe-
tence." (Zillmann and Weaver (1996))
A. Horror lms
B. Music
C. Television
D. Radio

65. Fill in a blank: "Empathy is itself a multidimensional D. Negatively asso-

construct (Davis et al., 1987; Zillmann, 2006a) which ciated with
tends to be .......a preference for violent media"
A. Negatively linked
B. Negatively disconnected
C. Positively associated with
D. Negatively associated with

66. What is one of the major challenges to advertisers, C. To grab the at-
especially in the age of multitasking, channel-surf- tention of viewers
ing, and pop-up Internet ads?
A. To improve attitude toward the product
18 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
B. To heighten intention to purchase.
C. To grab the attention of viewers
D. None is correct

67. What are true-but-deceptive ads? C. The type of

A. Advertising that directly states information which advertising claim
is not true that is literally true
B. an ad may state a claim that is literally false, but but deceives con-
we comprehend it in some nonliteral way that is sumers by inducing
consistent with reality them to construct a
C. The type of advertising claim that is literally true meaning that is in-
but deceives consumers by inducing them to con- consistent with re-
struct a meaning that is inconsistent with reality. ality.
D. an ad does contain factual, rather than purely
evaluative, information comprehend

68. What does "Media as Vicarious Emotional Experi- A. That we expe-

ence" mean? rience the emotion
A. That we experience the emotion through someone through someone
else's experience. else's experience.
B. We also think about our feelings and attribute
causes and interpretations to them
C. The emotions we feel are a product of both our
aroused bodily state and our cognitive appraisal of
that state
D. All are correct

69. What is cognitive effects? D. Watching media

A. The interaction of this knowledge gained from alter what we know
media with our experience in the world or think. When we
B. Sets of attitudes may form a sort of mindset are watching TV,
through which we view the world. using the Inter-
C. somebody performs some behavior after seeing net, or reading
a media model do it; for example, acting violently, a magazine, we
buying a product, voting for a candidate, or laughing are continually pro-
or crying. cessing, compre-
D. Watching media alter what we know or think. When hending, and re-
we are watching TV, using the Internet, or reading membering the in-
a magazine, we are continually processing, compre- formation we are

19 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
hending, and remembering the information we are exposed to (Har-
exposed to (Harris, Cady, & Tran, 2006). ris, Cady, & Tran,
2006).

70. Among different cognitive processes involved in A. both cognitive

our experiencing media (Green & Brock, 2000, 2002; (e.g., attention, im-
Green, Brock, & Kaufman, 2004), what does trans- agery) and emo-
portation involve? tional (e.g., empa-
A. both cognitive (e.g., attention, imagery) and emo- thy, suspense) acti-
tional (e.g., empathy, suspense) activation vation
B. the scary world of a horror film or a war movie
C. narrative engagement, emotional involvement,
cognitive involvement, immersion, and flow
D. None is correct

71. The enjoyment that comes from experiencing some- D. Humor

thing funny in media is called...
A. Empathy
B. sexuality
C. fear
D. Humor

72. Fill in a blan: "Part of what happens when we will- A. transported

ingly suspend disbelief is that we allow ourselves
to be.... into a narrative world, that is, drawn into a
story (Green & Brock, 2000, 2002; Green, Brock, &
Kaufman, 2004).
A. transported
B. engaged
C. transfered
D. missed

73. Our attitudes about products (or anything else, real- C. The belief or
ly) consist of three components. What are they? cognition (the in-
A. Informational, behavior, emotion formational content
B. beliefs, emotions of the attitude),
C. The belief or cognition (the informational content the feeling (The
of the attitude), the feeling (The affective (emotional) affective (emotion-
content of the attitude), the action (the attitude's al) content of the
attitude), the ac-
20 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
translation into behavior) tion (the attitude's
D. None is correct translation into be-
havior)

74. Selling home computers by asking parents, "You B. Fear appeals

don't want your child to be left behind in math be-
cause you wouldn't buy him a computer, do you?".
What kind of appeals advertisers are using in this
ads?
A. Achievement appeals
B. Fear appeals
C. Patriotic appeals
D. Informational appeals

75. The central distinction in elaboration likelihood mod- B. the central

el (ELM) is the postulation of two distinct routes to and the peripheral
persuasion. What are they? routes
A. The big and small routes
B. the central and the peripheral routes
C. The left and right routes
D. The first and second routes

76. What is the first stage of processing involved in A. We must be ex-

understanding and acting upon an ad (Shimp & Gre- posed to the ad
sham, 1983)? (e.g., seeing an ad
A. We must be exposed to the ad (e.g., seeing an ad in a magazine or
in a magazine or online, hearing a commercial on the online, hearing a
radio) commercial on the
B. We choose to attend to it, perhaps selectively radio)
perceiving some parts more than others.
C. We comprehend the message.
D. We evaluate the message in some way (e.g., agree
or disagree with it based on our own thoughts, feel-
ings, and experiences)

77. Fill in a blank: "violent TV programming actually ... A. reduces

memory for the commercials in those shows and
reduces the chance that people will intend to buy
those products (Bushman, 1998, 2005)
A. reduces
21 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
B. increases
C. enhances
D. deletes

78. Fill in a blank: ".....is often the best first step to A. Influencing emo-
influencing beliefs and, ultimately, behavior." tions
A. Influencing emotions
B. Providing information
C. Raising national pride
D. Causing a fear

79. In content-analysis studies, what is one of the most A. operational deni-

crucial components that researchers must carefully tions
identify?
A. operational denitions
B. the number of characters of research subjects
C. provide data on the prevalence of such themes
D. None of the metioned options is correct

80. Wenner and Gantz (1998) identified five levels of D. the fanship di-
motivation for watching sports, with decreasing mension, focusing
amounts of emotional involvement. The first level is on the thrill of vic-
that... tory and identifying
A. the learning dimension involves acquiring infor- strongly with the
mation about the game and the players players
B. the release dimension involves "letting off steam,"
relaxing, and eating and drinking
C. Companionship involves watching in order to be
in the company of others who are watching; such
motivations are especially important in the case of
family or significant others.
D. the fanship dimension, focusing on the thrill of
victory and identifying strongly with the players

81. Fill in a blank: "The behavior we observe ....the emo- A. is not

tion felt inside by the person behaving, and it is not
always even a good clue to that emotion."
A. is not
B. Is sometimes

22 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
C. Is not always
D. is

82. What is emotion? D. Emotions them-

A. Emotions themselves are external states and selves are internal
must be inferred from behavior. states and must be
B. Emotions themselves are external states and can inferred from be-
not be inferred from action. havior.
C. Emotions themselves are personal states and can
be inferred from attitude.
D. Emotions themselves are internal states and must
be inferred from behavior.

83. What do preschoolers tend to cope when they are A. using noncogni-
afraid of watching something scary? tive strategies like
A. using noncognitive strategies like eating, drink- eating, drinking,
ing, covering their eyes, or clutching a beloved ob- covering their eyes,
ject. or clutching a
B. use and respond well to cognitive strategies like beloved object.
verbal explanations,
C. reminders of the unreality of the situation or in-
structions to think about the danger in a new, less
threatening way
D. provided that the explanation is at an appropriate
level

84. What is the direct effects model? A. most individu-

A. most individuals in a mass society perceive mes- als in a mass so-
sages from media in the same fashion and react to ciety perceive mes-
them strongly and very similarly. sages from media
B. the media can still have substantial effects, but in the same fashion
only under certain conditions or for certain audience and react to them
members, often in less dramatic form than suggest- strongly and very
ed by the most vocal critics. similarly.
C. Different people perceive the same message dif-
ferently and respond to it in different ways.
D. the importance of repeated exposure to media
stimuli and suggests that effects are due not so

23 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
much to a single exposure as to the additive effects
of many instances of exposure.

85. Conrad Kottak (1990) identified 5 stages of societal D. Adults have

interaction with television. Accordingly, in stage 4, spent their whole
he stated that lives in a cul-
A. the medium is new and strange and attracts peo- ture permeated by
ple with glued gazes—no matter what the content is. television, and its
"The medium rather than the message is the mes- lifelong impact on
merizer". members of soci-
B. In the next 10 to 15 years, people beginning to ety is taken for
interpret TV's messages and selectively accept or granted.
reject them.
C. the community is saturated with television and the
length of exposure increases.
D. Adults have spent their whole lives in a culture
permeated by television, and its lifelong impact on
members of society is taken for granted.

86. What are ve qualities of the Internet pointed out by A. Multimedia, Hy-
Walther, Gay, and Hancock (2005)? pertextuality, In-
A. Multimedia, Hypertextuality, Interactivity, packet teractivity, pack-
switching, synchronicity et switching, syn-
B. One-to-one, Many-to-many, one-to-many, and syn- chronicity
chronous or asynchronous manner
C. e-mail, playing games, social networking, access-
ing databases, instant messaging
D. Cyberbullying, social isolation, loneliness, more
extraverted, Internet "addiction"

87. How many basic types have mass media traditionally B. two basic types:
been divided into? print and electronic
A. two basic types: print and internet (or broadcast)
B. two basic types: print and electronic (or broad-
cast)
C. two basic types: Newspaper and Television
D. three basic types: print, online and electronic (or
broadcast)

88. D. All of them

24 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
What are Cantor and Oliver (1996)'s principles for
predicting fear responses in children?
A. The older the child, the more a character's behav-
ior, relative to appearance, is important in predicting
fear responses, although all children will be more
fearful of an ugly than an attractive character
B. as children grow older they become more respon-
sive to realistic dangers and less responsive to fan-
tasy dangers in the media
C. the older the child, the more able he or she is to
be afraid of increasingly abstract dangers
D. All of them

89. Breslow (1978) identied three methods of risk-factor A. Environmental

intervention in public health campaigns. According- intervention
ly, what kind of intervention do campaigns such as
legislation restricting smoking in public places, re-
ducing industrial emissions into the air or water, and
adding fluoride to drinking water illustrate for?
A. Environmental intervention
B. Epidemiological intervention
C. educational programming (Educational interven-
tion)
D. None of them

90. What is "violence" defined? C. "violence" is

A. various behaviors sometimes called "psychologi- dened here as
cal," "relational," or "verbal" aggression behavior intended
B. are accidental injury, vandalism of property, to cause physical
C. "violence" is dened here as behavior intended to harm or pain to an-
cause physical harm or pain to another individual other individual
D. emotional abuse and the "alternative aggres-
sions"

91. What are components of emotion? A. the physiological

A. the physiological and the cognitive and the cognitive
B. The cognitive and the belief
C. The belief and the physiological
D. The physiological and belief

25 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
92. 1.What percentage of teenage girls from Fiji suffered A. 3%
from eating disorders in 1995? (Becker, 2004; Good-
man, 1999; "Numbers," 1999)
A. 3%
B. 30%
C. 4%
D. 40%

93. How do today's advertising models compare in The models weigh

weight to real women? (Kilbourne, 1995, 2010) 23% less than the
The models weigh 32% less than the average average woman.
woman.
The models weigh 23% less than the average
woman.
The models weigh 33% less than the average
woman.
The models weigh 22% less than the average woman

94. Among the top 100 U.S. domestic grossing films, 33%
what percentage of the all characters were female in
2011? (Center for the Study of Women in Television
and Film, 2012)
23%
33%
13%
43%

95. .Fill in a blank: "Characters in television shows in the Twice

1970s through the 2000s showed about _________as
many males as females in prime-time dramas."
same
three times
four times
Twice

96. Fill in a blank: "Women are too often _________as portrayed

youthful beauties whose duty it is to stay young and
attractive in order to please their men."
portrayed
supposed
26 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
considered
seen

97. Which section in the newspapers does photos of Lifestyle

women outnumber photos of men? (Luebke, 1989)
Culture
News
Lifestyle
Sport

98. What are the idealized portrayal of feminine beauty very tall, very thin,
in advertising? and small-hipped
very thin, small-waisted, large-chested
very tall, very thin, and small-hipped
very tall, very young, and large-chested
very young, very thin, and small-hipped

99. Fill in a blank: "Kilbourne (2010) and Contley and passive

Ramsey (2011) have demonstrated that female mod-
els are frequently placed in more _______ poses than
male models."
active
passive
perfect
diverse

100. How are women in the media stereotyped? Women in the me-
Women in the media are still disproportionately seen dia are still dispro-
as homemakers. portionately seen
Women in the media are still disproportionately seen as homemakers
as mothers. and mothers.
Women in the media are always seen as superwom-
ans.
Women in the media are still disproportionately seen
as homemakers and mothers.

101. Fill in a blank: "Women in media became ______ slimmer

during the 20th century, but the weight gap between
models and real women widened." (Percy & Laut-
man, 1994)
27 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
younger
older
fatter
slimmer

102. Among the most widely read magazines for teen Seventeen
girls, which magazine does devote two-thirds of
its editorial content to fashion and beauty topics?
(Phillips, 1993)
Seventeen
Maxim
Click
Discover

103. What are the two main themes of magazine articles Food and Weight
and advertisements aimed at women? (Kilbourne Loss
1995, 2010)
Food and Sex
Beauty and Weight Loss
Food and Weight Loss
Food and Beauty

104. Fill in a blank: "The predominant image of men in our lacking in emotion
media is as calm, cool, self-confident, decisive and
totally________"
lacking in emotion
looking blankly
well-developed upper-body muscles
young and attractive

105. How are men's ideal physical appearance portrayed young, atrractive
in media? and well-devel-
cool and self-confident oped upper-body
looking blankly muscles
young, atrractive and well-developed upper-body
muscles
strong and gallant

106. Fill in a blank: "Although media images of friendship common

are _________ for both men and women, the nature
28 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
of those friendships is often different." (Spangler,
1989, 1992).
common
fabulous
normal
familiar

107. Fill in a blank: "The nature of friendships is often emotional intimacy

different for both men and women (Spangler, 1989,
1992), women characters tend to show a greater de-
gree of ________ in their friendships than men do."
intellectual intimacy
emotional intimacy
experiential intimacy
spiritual intimacy

108. Fill in a blank: "Although men are generally por- Option 1 house-
trayed as competent professionally, they are of- work and child care
ten seen as ignorant and bungling with regard to
_________."
Option 1 housework and child care
cooking and house-hold appliances
cooking and childcare
house-hold appliances and child care

109. What is gender stereotyping? Gender stereotyp-

Gender stereotyping is defined as an overgeneraliza- ing is defined as
tion of characteristics, differences and attributes of an overgeneraliza-
a certain group based on their gender. tion of character-
Gender stereotyping is defined as an overgeneraliza- istics, differences
tion of differences and attributes of a certain group and attributes of
based on their gender. a certain group
Gender stereotyping is defined as an overgeneral- based on their gen-
ization of characteristics and attributes of a certain der.
group based on their gender
Gender stereotyping is defined as an overgeneral-
ization of characteristics and differences of a certain
group based on their gender

110.
29 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
How have family images been portrayed in the media Mom as super-
in recent years? woman, Dad as
Dad as homemaker, mom as superwoman buffoon
Mom as buffoon, Dad as superman
Mom as superwoman, Dad as buffoon
Mom as homemaker, Dad as buffoon

111. Fill in a blank: "Family interaction patterns tend to harmonious

show more _________ conflict-resolution behaviors
in traditional (i.e., mother-father-children) than in
nontraditional families." (Skill, Wallace, & Cassata,
1990).
difficult
harmonious
effective
time-consuming

112. According to a content analysis of 630 U.S. network 55%

TV shows featuring families over 45 years from 1950
to 1995, what percentage of the overall children char-
acters were boy?
65%
55%
45%
35%

113. What was the only sizable ethnic minority on TV African Americans
shows in U.S. since 1970s?
African Americans
Latino
Arab Americans
Asian Americans

114. Which group is the fastest growing minority in the Asian

US, Canada, Australia, and New Zealand in recent
decades?
African
Indian
Mexican
Asian
30 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t

115. How are African Americans portrayed on Amos 'n' affable but dim-wit-
Andy show in the 20th century? ted
affable but dim-witted
talkative and friendly
sensual but dim-witted
friendly but lazy

116. Fill in a blank: "Kubey (1986) found that divorced and watch TV
separated people ______ more when they feel down
and alone than married or other single people do."
listen to radio
read newspapers
watch TV
access the internet

117. According to Cedric Clark (1969), there are 4 stages Non - recognition,
of minority portrayals. Which one isarranged in the Ridicule, Regula-
correct order? tion, Respect
Ridicule, Regulation, Respect, Non - recognition
Ridicule, Non - recognition, Respect, Regulation
Non - recognition, Ridicule, Respect, Regulation
Non - recognition, Ridicule, Regulation, Respect

118. According to Cedric Clark (1969), which one is the Non - recognition
first stage of minority portrayals?
Non - recognition
Respect
Ridicule
Regulation

119. According to Cedric Clark (1969), which one is the Respect

final stage of minority portrayals?
Non - recognition
Respect
Ridicule
Regulation

120. Fill in a blank: "_______, in which minority group Regulation

members appear as protectors of the existing or-
31 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
der (e.g. police officers, detectives, spies)." (Cedric
Clark, 1969)
Non - recognition
Respect
Ridicule
Regulation

121. Fill in a blank: "_______, in which the dominant group Ridicule

bolsters its own self-image by putting down and
stereotyping the minority, presenting its members as
incompetent, unintelligent buffoons." (Cedric Clark,
1969)
Non - recognition
Respect
Ridicule
Regulation

122. In which stage, the minority group appears in the Respect

same full range of roles, both good and bad, just like
the majority does? (Cedric Clark, 1969)
Non - recognition
Respect
Ridicule
Regulation

123. Which cultures see plump women as healthy and many African cul-
attractive? tures
many Asian cultures
many African cultures
many European cultures
many American cultures

124. Fill in a blank: "___________ have far more defined Male models of the
'six packs' and chests than models of 20 or 30 years twenty-first century
ealier."
Male models of the twenty century
Female models of the twenty-first century
Male models of the twenty-first century
Female models of the twenty century

32 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
125. Fill in a blank: "Besides the violent mentally ill per- disorders
son, another stereotype is the person with ________
as object of humor or ridicule." (Wahl, 1995)
disorders
depression
autism
neuropathy

126. When did TV shows with gay and lesbian characters In the 1990s
appear?
In the 1990s
In the 1980s
In the 1970s
In the 2000s

127. When did the first TV commercial air? (Silvulka, 1998) 1940
1942
1941
1940
1943

128. How many TV commercials do children see every 30,000 - 40,000

year? (Fonda, 2004 ; Kaiser Family Foundation,
2007a ).
10,000 - 20,000
30,000 - 40,000
50,000 - 60,000
70,000 - 80,000

129. What kind of media has been defined as the bottom Advertising
line?
TV shows
Reality shows
Advertising
Movies

130. Where did the earliest known written advertisement In Greece

appear?
In Greece
In the US
33 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
In Great Britain
In Italy

131. What did the earliest known written advertisement A whole gold coin
offer for a runaway slave?
A whole silver coin
A whole gold coin
A whole silver bullion
A whole gold bullion

132. When did advertisements really exist in mass com- After Gutenberg's
munication? invention of mov-
Before Gutenberg's invention of movable type in the able type in the
mid-16th century mid-15th century
After Gutenberg's invention of movable type in the
mid-16th century
Before Gutenberg's invention of movable type in the
mid-15th century
After Gutenberg's invention of movable type in the
mid-15th century

133. What kind of media started carrying ads regularly in Newspapers

mid - 1600s?
Television
Newspapers
Radio
Internet

134. On what kind of media did the first electronic ads Radio
appear?
Television
Newspapers
Radio
Internet

135. Which one best describes advertising? Advertising is the

Advertising is the one type of communication most one type of com-
clearly designed to sell. munication most
Advertising is the one type of communication most clearly designed to
clearly designed to educate. persuade.
34 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
Advertising is the one type of communication most
clearly designed to persuade.
Advertising is the one type of communication most
clearly designed to entertain.

136. How many effects does advertising have on the view- 3

er or hearer?
5
4
3
2

137. Which of them is not considered as an effect of Psychological ef-

advertising? fect
Behavioral effect
Attitudinal effect
Cognitive effect
Psychological effect

138. What is correct about behaviorial effect of advertis- Persuade viewer or

ing? hearer buy the
Persuade viewer or hearer buy the product product
Influence the feeling of viewer or hearer
Viewer or hearer can learn something about the
product
Entertain the viewer or hearer with music and pic-
tures

139. What is correct about attitudinal effect of advertis- Influence the feel-
ing? ing of viewer or
Persuade viewer or hearer buy the product hearer
Influence the feeling of viewer or hearer
Viewer or hearer can learn something about the
product
Entertain the viewer or hearer with music and pic-
tures

140. What is correct about cognitive effect of advertis- Viewer or hearer

ing? can learn some-
Persuade viewer or hearer buy the product
35 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
Influence the feeling of viewer or hearer thing about the
Viewer or hearer can learn something about the product
product
Entertain the viewer or hearer with music and pic-
tures

141. Which of them belongs to ads for brands of products Coca - Cola
category?
Coca - Cola
Milk
Coffee
Banks

142. Which of them belongs to ads for products catego- KFC

ry?
Coca - Cola
KFC
Coffee
Banks

143. Which of them belongs to ads for services category? Banks

Coca - Cola
KFC
Cotton
Banks

144. What is the most direct purpose of an ad? image building or

selling good will
good will
image building
image building or good will

145. Fill in a blank: "A different kind of persuasive media Public Service An-
message is the ______, usually sponsored by some nouncement
government agency or nonprofit organization, or co-
ordinated by the non-profit Ad Council."
Public Service Announcement
Community Service Announcement
Civil Service Announcement
Human Service Announcement
36 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t

146. Fill in a blank: "In 2010, web advertising revenue $26 billion
surpassed newspaper advertising for the first time,
totaling _______ in the U.S." (Worden, 2011).
$25 billion
$26 billion
$27 billion
$28 billion

147. Fill in a blank: "The ________or cognition is the in- belief

formational content of the attitude."
belief
action
affection
Cognition

148. What are emotional appeals in advertising? Apeals to affective

Appeals to some kinds of threat. component of our
Appeals to consumers' national pride. attitudes.
Appeals to success, achievement, power.
Apeals to affective component of our attitudes.

149. What are fear appeals in advertising? Appeals to some

Appeals to some kinds of threat. kinds of threat.
Appeals to consumers' national pride.
Appeals to success, achievement, power.
Apeals to affective component of our attitudes.

150. What are patriotic appeals in advertising? Appeals to some

Appeals to some kinds of threat. kinds of threat.
Appeals to consumers' national pride.
Appeals to success, achievement, power.
Apeals to affective component of our attitudes.

151. Fill in a blank: "The_________ content of the attitude affective

is the feeling toward that product."
action
belief
affective
cognition
37 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t

152. Fill in a blank: "An ad is a complex stimulus, involv- language and pic-
ing ________." (Thorson, 1990) torial stimuli
information and pictorial stimuli
language and pictorial stimuli
information and language
message and language

153. How many components are there in our attitudes There are 3: Belief
about product? or Cognition, The
There are 2: Belief, Cognition Affective, Action
There are 3: Cognition, Belief, Action
There are 3: Affective, Belief, Cognition
There are 3: Belief or Cognition, The Affective, Action

154. How many stages of processing involved in under- 8

standing and acting upon seeing an ad? (Shimp &
Gresham, 1983)
7
8
9
10

155. Fill in a blank: "The cognitive principle known as construction

____________ argues that people do not literally
store and retrieve information they read or hear, but
rather modify it in accordance with their beliefs and
the environment in which it is perceived."
construction
development
perception
imaginary

156. How many distinct markets for advertising to chil- 3

dren? (Valkenburg, 2004)
2
3
4
5

38 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
157. Fill in blank: "______, in which children spend their primary market
own money, has exploded in recent years, as parents
are having fewer children later in life with more mon-
ey to spend on them."
primary market
influence market
future market
current market

158. Fill in blank: "______,whereby children influence influence market

their parents' buying decisions either through direct
request or demands or more indirectly by parents
taking children's wishes into account when they
make their purchases."
primary market
influence market
future market
current market

159. Fill in blank: "______,in which children are devel- influence market
oping brand preferences that often carry over into
adulthood."
primary market
influence market
future market
current market

160. How many stages does a child go through in under- 4

standing advertising? (Valkenburg & Cantor, 2001)
2
3
4
5

161. In what year was Mattel's popular He-Man toy made 1983
the move to television?
1963
1973
1983
1993
39 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t

162. What is Emotion? Emotions are in-

ternal states and
must be inferred
from behaviour.

163. How many common component(s) does Emotion There is 1 common

have? What is it / are they? component. It is the
cognitive.

164. Which kinds of programming genres that partici- Game and Reality
pants are particularly encouraged to be highly ex- shows
pressive emotionally?

165. Fill in a blank: "_________ is one of the very few Sports

arenas in some societies where hetorosexual adults
men may show physical affection toward

166. How many emotional experiences do media relate There are 3. They
to? What is it / are they? are suspense, hu-
mor and empathy.

167. What does empathy mean? Empathy, the ability

to understand and
feel what someone
else is feeling, may
also be thought of
as a form of identi-
fication, and it is a
very important fac-
tor in the enjoy-
ment of media.

168. How many components do empathy have? What is it There are 2. They
/ are they? are cognitive and
emotional compo-
nents

169. Fill in a blank: "Cognitive Empathy involves the abili- Emotional Empa-
ty to readily take the perspective of another, whereas thy
40 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
________ involves readily responding at a purely
emotional level."

170. What does suspense mean? Suspense is usual-

ly characterised as
an experience of
uncertainly whose
properties can vary
from noxious to
pleasant.

171. What has also been associated with dancing, going Popular music
back in recent history at least to the Charleston in the
1920s, which raised parents' eyebrows in its time?

172. Fill in a blank: "Sexually suggestive movements Threatening

associated with music have been particular-
ly_________ to some."

173. What can also depend on one's prior knowledge, Reactions to music
experiences, and prejudices?

174. What kind of media has changed sports in a myriad Television

of ways?

175. What are two forms of media intricately connected to Music and Sports
emotion?

176. Fill in a blank: "Besides underrepresentation, a sec- Women

ond concern is that______are too often depicted in
media portrayals as youthful beauties whose duty is
to stay young, skinny, and pretty in order to please
their men."

177. What are the two things that advertising tell women Old and Fat
not to do?

178. Which cultures see plump women as healthy and many African cul-
attractive? tures

41 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
179. Fill in a blank: "___________ have far more defined Male models of the
'six packs' and chests than models of 20 or 30 years twenty-first century
earlier."

180. Fill in a blank: "Women tend to show a greater Men

degree of emotional intimacy in their friendships
than_____do."

181. True or False: "Men in the media are often portrayed TRUE
as insensitive and interpersonally unskilled."

182. Who tend to prefer watching entertainment charac- Children

ters of their own gender and ethnicity?

183. Which character in TV series are often employed Mother characters

outside the home, but only occurs half as often on
TV as in real life?

184. Which character in TV shows appear to handle the Professional

demands of career, wife and parent with amazingly women
little stress and difficulty?

185. There are 4 stages of minority portrayals. Which are Non - recognition,
they? Ridicule, Regula-
tion, Respect

186. Which one is the first stage of minority portrayals? Non - recognition

187. Fill in a blank: "_______(1), in which minority group Regulation

members appear as protectors of the existing order
(e.g. police officers, detectives, spies)."

188. In which stage, the minority group appears in the Ridicule

same full range of roles, both good and bad, just like
the majority does?

189. Which group is the fastest growing minority in the Asian

US, Canada, Australia, and New Zealand in recent
decades?

42 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
190. What kind of media has been defined as the bottom Advertising
line?

191. When does the first advertisement appear in the From around
world? 1000BC in Thebes,
Greece

192. When does the advertisement really exist in mass After Gutenberg's
communication? invention of mov-
able type in the mid
- fifteen century

193. What kind of media started carrying ads regularly in Newspapers

mid - 1600s?

194. Frequently, what is the most direct purpose of an ad? Image building

195. Fill in a blank: "A different kind of persuasive me- Political advertising
dia message is the ________________, usually spon-
sored by some government agency or nonprofit Ad
Council."

196. How many components are there in our attitudes There are 3: Cogni-
about product? tion, Belief, Action

197. Fill in a blank: "The________or cognition is the infor- Belief

mational content of the attitude."

198. Fill in a blank: "The_________ content of the attitude Affective (Emotion-

is the feeling toward that product." al)

199. Fill in a blank: "The_______ is the attitude's transla- Action

tion into behavior."

200. Fill in a blank: "________ is the best first step to Influencing emo-
influencing beliefs and behavior." tions

201. How many stages of processing involved in under- 8

standing and acting upon seeing an ad?

43 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
202. What are the most common themes in video games Violence
and television? (Note, the most common theme also
finds its way into advertising)

203. How many distinct market are there for children? There are 3. There
What is it / are there? are the primary
market, the influ-
ence market, and
the future market.

204. What is hard news? Any report of an

event that hap-
pened or was dis-
closed within the
previous 24 hours
and treats an issue
of ongoing con-
cern.

205. What is softnews? These features

have a narrative
structure closer to
fiction and are
most prevalent on
so - called slow
news days

206. In primary characteristics of a newsworthy event, 5

how many qualities of a newsworthy event are there?

207. Fill in a blank: "A newsworthy story is________- it personalised

is about individuals. This allows audiences to iden-
tify with the person and can help make a daunting-
ly complex event easier to comprehend. A person-
alised story also lends itself to photography and the
interview format, which works well with TV, print or
Internet

208. What are the second primary characteristic of a

newsworthy event?
44 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
dramatic and con-
flict - filled, event vi-
olent

209. Fill in a blank: "The third characteristic of a newswor- some observable

thy event is that it contains action and ____________.
This often becomes the "hook" on which to hand
what is essentially a more abstract story."

210. What is fake news? News in which fal-

sities appear by
deliberate intent
rather than acci-
dent or error

211. In secondary characteristics of a newsworthy event, 4

how many additional characteristics that are re-
quired for a story to receive extensive coverage?

212. What year did radio appear? The 1920s

213. What year did television appear? The 1950s

214. What year did social media appear? The 2000s

215. What year did internet appear? The 1990s

216. What makes mass communication "mass"?

Check three options

217. What categories are traditional media classified Print and electronic
into?

218. How much material is on the World Wide Web in at least 17.9 billion
2011?

219. Which country was the last country to have televi- South Africa
sion in 1976?

220.
45 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
What makes mass communication "mass"? (check - The most im-
three options) portantly, the basic
economic function
of most media in
most nations is to
attract and hold as
large an audience
as possible for the
advertisers
- To be institutional
and organizational
- The audience is
large and anony-
mous, and of-
ten very heteroge-
neous

221. Which of the following types of multimedia commu- Social networks

nication is called CMC? (check two options) Blogs

222. One very straightforward way to study media is Looking at Content

223. Studies count the number of characters of different Looking at Content

racial, ethnic, or gender groups in TV shows, which
of the following are the studies?

224. What is the way to study the number of people ex- Looking at Expo-
posed to the media? sure

225. What four general classes can go through to mea- Behavioral Effects,
sure the effectiveness of media? Attitudinal Effects,
Cognitive Effects,
Physiological Ef-
fects

226. What kind of effects is there in which someone per- Behavioral Effects
forms some behavior after seeing a vehicle model
does it?

227. Cognitive Effects

46 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
What kind of media effects are meant to change what
we know or think?

228. What kind of media effects involves the physical Physiological Ef-
changes in our bodies resulting from exposure to the fects
media?

229. What are the Physiological Effects when people are Increases in
exposed to media? breathing and
heart rate result
from watching a
scary movie or an
exciting ball game

230. Which of the following theories did Social psycholo- Social learning the-
gist Albert Bandura develop? ory

231. What is the philosophy of Social Cognitive Theory? We learn behav-

iors by observ-
ing others per-
forming those be-
haviors and sub-
sequently imitating
them ourselves.

232. What is the philosophy of Cultivation Theory Repeated expo-

sure to media
over time gradually
shapes our view of
the world and our
social reality

233. What is the philosophy of Uses and Gratifications Emphasis on the

Theory active role of the
audience in mak-
ing choices and be-
ing goal directed in
its media-use be-
havior

47 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
234. What is the philosophy of Agenda Setting Creation of pub-
lic awareness and
concern of salient
issues by the news
media

235. What is the philosophy of Schema (Script) Theory? Refers to knowl-

edge structures or
frameworks that or-
ganize an individ-
ual's memory for
people and events.
It is a gener-
al mental construct
or model about
some knowledge
domain.

236. What is the philosophy of Limited Capacity Model Makes two basic
assumptions: (1)
people are infor-
mation processors,
and (2) the ability
to process informa-
tion is limited.

237. "Mainstreaming" - the gradual homogenization of Cultivation Theory

people's divergent perceptions of social reality into a
convergent mainstream, which the following theory
is mentioned in this statement?

238. Choose the three effects models of the media: Direct effects mod-
el
Conditional effects
model
Cumulative effects

239. Which sentence refers to the Direct effects model? Media messages
are thus "mag-
ic bullets" piercing
48 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
the mind of the
populace

240. What are the content statements about the Direct Only under cer-
effects model? (check two options) tain conditions or
for certain audi-
ence members
Different people
perceive the same
message different-
ly and respond to it
in different ways.

241. What is the most uncomfortable combination of au- Watching an ex-

dience and movie type for college students? plicit R-rated sexu-
al movie with your
parents

242. Which media need less mental effort? Television

243. Critics fear that the advent of ......................... isolat- television

ing children from social communication

244. "The nature of a specific medium affects how a child Mental Effort and
can extract information from that medium and repre- Social Interaction
sents it in memory", which of the following forms?

245. Choose the correct answers from the Cognitive Attention

Components of the Media Experience (Check three Suspending Disbe-
options) lief
Identification

246. ................initially allocate considerable attention to Children

difficult segments but quickly reduce that attention if
the material is beyond their level of comprehension.

247. "Agree to accept the characters portrayed onscreen Empathy

as real human beings so that we can identify with
them and experience their joys and sorrows". What
kind is being talked about here?
49 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t

248. Which of the following indicates a human is experi- The distinction be-
encing Suspending Disbelief? tween fantasy and
reality becomes
blurred.

249. Which of the following statements shows people are Allow ourselves to
going through transportation? be transported into
a narrative world
that is, drawn into a
story.

250. Which of the following statements shows people are Mentally compare
going through Identification? (Check two options) ourselves to
Imagine ourselves
like that character

251. Which of the following statements shows people are Select some infor-
going through attention? mation to attend to
and process fur-
ther

252. "The amount of transportation that we experience Identification

while watching a filmed drama also depends on how
much we identify with the character, that is, men-
tally compares ourselves to and imagine ourselves
like that character". What kind is being talked about
here?

253. "The basic humanity of characters in very different Empathy

historical circumstances may be portrayed so well
that viewers can identify emotionally with them at
some level without having experienced similar situ-
ations themselves". What kind is being talked about
here?

254. "The perceived reality of media is greater if our Identification

identification with the characters is such that they
become significant persons in our own lives and we

50 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
develop a parasocial relationship with them". What
kind is being talked about here?

255. "Adult fans frequently ask an actor playing a doctor Suspending Disbe-
for medical advice or hurl epithets at an actress lief
playing a villain in a soap opera". What kind is being
talked about here?

256. What are the contents that show The Reflection Myth Sitcoms reflect the
of Media? (check three options) values, lifestyles,
and habits of soci-
ety.
News stories re-
port what hap-
pened in the world
that day.
A common popular
view of the media
is that they merely
"reflect" the world
around them.

257. What are the contents that show Suspending Disbe- Agree to accept
lief? (check three options) the characters por-
trayed onscreen as
real human be-
ings so that we
can identify with
them and experi-
ence their joys and
sorrows

258. At what times do news shows and commercials re- Early morning
ceive relatively less attention?

259. ...................... as a construct is similar to and partially Transportation

overlaps related constructs like narrative engage-
ment, emotional involvement, cognitive involvement,
immersion, and flow.

51 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
260. ......................... is the ability to understand and feel Empathy
what someone else is feeling, may be seen as emo-
tional identification, and it is a very important factor
in the enjoyment of media.

261. ___________ coverage changed politics by decreas- Television

ing the psychological distance between the politi-
cian and the voter.

262. Which of the following describes heavily covered? Colorful public re-
sponses

263. Which of the following describes lightly covered? Candidates' qualifi-

cations

264. Political advertising can also set the agenda on is- conveying to us
sues by what issues are im-
portant

265. One way to increase news coverage beyond what is pseudo-events

routinely expected is to create_______ to produce
many hours of free advertising.

266. ___________ is a primary purpose for lesser-known Name Recognition

candidates.

267. Which of the following appeals are common in polit- Patriotic appeals
ical advertising with national symbols?

268. In the 1992 Democratic primary campaign, candidate Dealing with At-
Bill Clinton had been accused of an extramarital af- tacks from the Op-
fair. Bill and his wife Hillary admitted that there had ponent
been "problems" in their marriage but said that those
had been worked through and they were thoroughly
reconciled. What is this an example of?

269. All of the following statements regard the effects of Create and main-
political advertising EXCEPT tain voter loyalty

270. Fund-Raising
52 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
Barack Obama was incredibly successful raising
money from many small donors over the Internet in
2008. What is this an example of?

271. All of the following are purposes of political advertis- Charitable-Giving

ing EXCEPT

272. Which of the following purposes seeks to express an Image-Building

image of a candidate, or redefine an existing image?

273. Candidates sometimes come to have a prevailing Framing the Candi-

image that becomes the frame through which all dates
their actions are viewed. Which of the following is
mentioned?

274. Using the news for political gain can be done in many Setting the Agenda
different ways, some of which are an integral part of
the daily life of newsmakers. Which of the following
is mentioned?

275. Distortions of natural forms (monsters and mutants) preschoolers

are very scary to

276. When afraid of watching something scary, how do Reminders of the

school-age children tend to cope using strategies? unreality of the sit-
uation

277. Depictions of dangers and injuries (assaults, natural older elementary

disasters) are more scary to school children

278. Hoang, a male college student who viewed a series Desensitization

of horror movies later showed less empathy and
concern for gunshot victim. What is this an example
of?

279. __________ may occur through the teaching of more Disinhibition

accepting attitudes toward violent behavior.

280. Bobo-doll studies

53 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
Which of the following studies is the best-known
early research studying modeling of media violence
by social psychologist Albert Bandura?

281. A process that diminishes emotional responsive- Desensitization

ness to a negative, aversive or positive stimulus after
repeated exposure to it.

282. _________ is a sort of reverse modeling effect, Sensitization

whereby viewers react so strongly to seeing violence
and have such a traumatized perceived reality.

283. Which of the following studies show that frequent Cultivation

viewers believe the world to be a more dangerous
and crime-ridden place than infrequent viewers be-
lieve it to be?

284. _______ occurs when some event follows a re- Reinforcement

sponse and increases the likelihood of that response
occurring again.

285. When a heroic character shoots a bad guy point Model Attributes
blank in the chest, there may be more of a lasting
impact on the viewer than when a villain performs a
similar act. What is this an example of?

286. _________ would predict that a girl who is angry at Catharsis

her sister and then watches a violent cartoon would
be less likely to actually hurt her sister than if she
hadn't watched the cartoon

287. _______ tends to be negatively associated with a Empathy

preference for violent media.

288. Which of the following solutions regards institution- Television Content

al solutions? Ratings

289. _________ are especially powerful in understanding Longitudinal stud-

the real-world effects of media violence. ies

54 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
290. A couple may buy a sex manual like Advanced Sex- Teaching new be-
ual Techniques and Positions in order to learn new haviors
sexual positions or behaviors that they had not tried
before. What is this an example of?

291. Identified by Benedict (1992), _____ is a sexy woman Vamp

who incites the lust of man, who then cannot control
himself and rapes her.

292. All of the following are effects of viewing media sex Reinforcement of
EXCEPT sex

293. _____ is especially common in soap operas and Extramarital sex

nighttime dramas like Scandal. It occurs when a mar-
ried person engages in sexual activity with someone
other than his or her spouse.

294. ________ argument says that consuming media sex Catharsis

relieves sexual urges, with the erotic film as a sort of
imperfect substitute for the real thing.

295. All of the following statements are the context of The legal systems
sexuality EXCEPT and values of soci-
ety

296. Which of the following statements regards men How the woman is
who see films with scenes of sexual violence later portrayed
showed a more callous attitude toward rape and
women in general?

297. The most straightforward effect of sex in media is sexual arousal

_______.

298. Sex before marriage, often shortly after one's first Premarital sex
meeting, seems to be the norm in TV and film enter-
tainment today.

299. Watching a rape scene in which a woman is por- Disinhibition of

trayed as enjoying being assaulted may weaken known behaviors

55 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
some men's moral prohibitions against committing
such a crime. What is this an example of?

300. After an episode of Friends that portrayed a pregnan- Positive socializa-

cy resulting from condoms failure, about two thirds tion effects
of viewers aged 12 to 17 reported learning that con-
doms could fail. What is this an example of?

301. ________ is sending, receiving, or forwarding sexu- Sexting

al words, images online or videos between mobile
phones, of oneself to others.

302. Identified by Benedict (1992), _____ is a pure and Virgin

innocent woman attacked by a vicious monsters.

303. _________ is thus treated fairly conservatively in Premarital sex

regard to teens and very permissively in regard to
adults.

304. One of the most important television shows of all Sesame Street
time in terms of viewership and research, saw its
debut in 1969.

305. When designing social marketing for children, which The age of the child
of the following in the target group is vitally impor-
tant to consider?

306. All of the following statements are the positive ef- Reinforce negative
fects of social marketing EXCEPT existing attitudes
and behavior

307. Identified by Breslow (1978) in public health cam- Epidemiological in-

paigns, ___________ involves identifying the charac- tervention
teristics correlated with increased frequency of the
disease and taking steps to alter those characteris-
tics.

308. Legislation restricting smoking in public places, re- Environmental in-

ducing industrial emissions into the air or water, tervention

56 / 57
 MMP201_FINAL EXAM
Study online at https://quizlet.com/_dhb20t
and adding fluoride to drinking water illustrate such
interventions. What is this an example of?

309. A traditionally underemphasized but currently Social marketing

booming area in the world of marketing is_________.

310. The proliferation of cable channels in the new millen- preteens

nium has resulted in greater amounts of program-
ming targeted at ________ and early adolescents.

57 / 57