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| 1 | |
Media literacy means the ability to |
| | A) | read and write |
| | B) | create professional media |
| | C) | understand and use media |
| | D) | prepare for a career in media |
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| 2 | |
Good media criticism should always |
| | A) | reveal negative aspects of media |
| | B) | offer analysis based on reason |
| | C) | warn us that ads sell us things we don't need |
| | D) | condemn our emotional reactions to media |
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| 3 | |
Mediated communication is the sharing of messages |
| | A) | with a large, widespread audience |
| | B) | on a face-to-face basis |
| | C) | for the purposes of entertainment |
| | D) | conveyed through an interposed device |
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| 4 | |
One job of the gatekeeper is to determine |
| | A) | the amount of feedback that returns to the source of a media message |
| | B) | how messages to consumers are constructed |
| | C) | how mass communication affects interpersonal communication |
| | D) | how ratings data will be interpreted by media |
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| 5 | |
In media studies "converging" refers to the coming together of |
| | A) | two or more people in public |
| | B) | different professional ideas about media |
| | C) | computer, telephone, and mass media technologies |
| | D) | mass media and mass communication |
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| 6 | |
Many countries accuse the United States of cultural imperialism, meaning that they believe the U.S. |
| | A) | steals from their culture to enhance that of the United States |
| | B) | imposes limits on the exportation of U.S. television programming |
| | C) | displaces the culture of other countries with American culture |
| | D) | is admired in other countries for its technology and entertainment |
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| 7 | |
Foreign media in the United States |
| | A) | is virtually unheard of |
| | B) | is limited to the import of quality films |
| | C) | is mostly owned by American nationals |
| | D) | is highly influential in film, music, and TV |
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| 8 | |
Thomas Jefferson and Benjamin Franklin envisioned the fourth estate as |
| | A) | a form of censorship |
| | B) | a way of bequeathing a business to an heir |
| | C) | an unofficial fourth branch of government |
| | D) | something to fight against in the revolution |
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| 9 | |
According to the text, which level of the media industry is the key to understanding today's media business? |
| | A) | global |
| | B) | regional |
| | C) | local |
| | D) | national |
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| 10 | |
According to the text, which of the following is one of the primary reasons that American media dominates the global scene? |
| | A) | its educational features |
| | B) | the uniformity of its audience |
| | C) | the widespread use of the English language |
| | D) | lack of local cultures |
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| 11 | |
Economies of scale save a company money because they enable the company to |
| | A) | make a large variety of products |
| | B) | make many copies of a product |
| | C) | scale down the size of their products |
| | D) | charge higher prices than their competitors |
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| 12 | |
Vertical integration is a business model in which |
| | A) | several companies share ownership in a media business |
| | B) | a company owns different parts of the same industry |
| | C) | a company makes it impossible for other companies to compete with them |
| | D) | a large company owns many different types of businesses |
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| 13 | |
In terms of media-government relationships in the world today, the media in most countries are |
| | A) | government owned and operated |
| | B) | privately owned and government controlled |
| | C) | privately owned and free from government control |
| | D) | mixed in terms of government and private ownership and control |
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| 14 | |
The conflict of interest between media who want to cover a trial, and a defendant who wants a fair trial, is an example of |
| | A) | an impact issue |
| | B) | an ethical issue |
| | C) | a legal issue |
| | D) | a moral issue |
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| 15 | |
Cross merchandizing is a form of |
| | A) | sales promotion |
| | B) | corporate merger |
| | C) | global competition |
| | D) | trading products |
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