Media Literacy
Final Test Solutions
Course Introduction
Media Literacy explores the skills and critical approaches necessary to understand, analyze, and engage with various forms of media in todays digital age. The course examines how media messages are constructed, the influence they have on public perception, and the ethical responsibilities of both media creators and consumers. Students will learn to identify bias, recognize persuasive techniques, evaluate sources for credibility, and understand the social, cultural, and political impacts of media. Through hands-on activities and case studies, learners will develop the ability to navigate information landscapes and become informed, responsible participants in media culture.
Recommended Textbook
The Media of Mass Communication 6th Canadian Edition by John Vivian
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17 Chapters
1530 Verified Questions
1530 Flashcards
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Chapter 1: Mass Media Literacy
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90 Verified Questions
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Sample Questions
Q1) The Ball State researchers found that roughly _________________of the time people spend with mass media involves media multi-tasking.
Answer: one-third
Q2) According to Innis,cultures that used media that were biased for space were
A) unchanging.
B) stable.
C) decentralized.
D) centralized.
E) hierarchical.
Answer: D
Q3) A message intended to persuade people to buy a product is called??_________________.
Answer: advertising
Q4) _________________is unlike other communication in that the audience is distant.
Answer: Mass communication
Q5) Paper has a bias for space.
A)True
B)False
Answer: True
Page 3
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Chapter 2: Mass Media Technology
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Sample Questions
Q1) Static on the radio or smudged ink in a newspaper are examples of semantic noise.
A)True
B)False
Answer: False
Q2) Which company introduced the first smart phone?
A) Sony
B) Rogers
C) Telus
D) Apple
E) Research in Motion
Answer: E
Q3) The newest distinctive medium built on digital technology is the internet.
A)True
B)False
Answer: True
Q4) The __________________ school of thought looks at the creation of meaning in communication.
Answer: semiotic
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Page 4
Chapter 3: Entertainment
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Sample Questions
Q1) Spike Lee argues that Hollywood has institutionalized __________________. Answer: racism
Q2) Rap music originally flowed from the lives of Appalachian and Southern whites.
A)True
B)False
Answer: False
Q3) Which term is used to describe quickly and inexpensively produced,easy-to-read short novels?
A) Pulp fiction
B) Harlequin romances
C) Quickies
D) Tabloids
E) Novellas
Answer: A
Q4) There is no substantive content in media programming.
A)True
B)False
Answer: False
Q5) Genre trends are driven by the __________________.
Answer: audience
Page 5
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Chapter 4: Print
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Sample Questions
Q1) The traditional broadsheet newspaper is giving way to the tabloid format.
A)True
B)False
Q2) In the past decade,rural weeklies generally have been having a good time.
A)True
B)False
Q3) RUM data provide a quantitative measure of qualitative information.
A)True
B)False
Q4) Hugh Hefner's Playboy was the first classy men's magazine.
A)True
B)False
Q5) Newspapers are facing problems from competing media.
A)True
B)False
Q6) The __________________ is a scale for measuring reader satisfaction.
Q7) In order to get information to consumers more quickly,many magazines have extended their presence to the __________________.
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Q8) __________________is a metropolitan daily with the largest daily circulation of any Canadian newspaper.
Chapter 5: Sound Recording
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Sample Questions
Q1) Who recorded Jagged Little Pill,one of the RIAA's top 100 albums of all time?
A) The Beatles
B) The Dixie Chicks
C) Shania Twain
D) Neil Young
E) Alanis Morissette
Q2) iTunes was the first online file sharing software.
A)True
B)False
Q3) What is one advantage of iTunes?
A) It was the first music download company.
B) It is illegal.
C) It is Canadian-owned.
D) The sound quality is exceptional.
E) It is free.
Q4) According to Alan Cross,most of the truly groundbreaking new music today is coming from the small independent labels.
A)True
B)False
Q5) The __________________ started the mobile digital music revolution.
Page 7
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Chapter 8: Picturesradio
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Sample Questions
Q1) Why do many radio stations not have local programming?
A) There is no audience for it.
B) CRTC regulations forbid it.
C) Local advertisers are not interested.
D) It is more expensive than music.
E) It is less popular than international news.
Q2) In 2010,the average Canadian listened to 5.6 hours of radio each week.
A)True
B)False
Q3) Howard Stern perfected the Top 40 format.
A)True
B)False
Q4) Marshall McLuhan referred to radio as a __________________.
Q5) "Jack" refers to an eclectic,somewhat unpredictable musical radio format.
A)True
B)False
Q6) Radio is the only mass medium that is not ubiquitous.
A)True
B)False
Q7) __________________ has the potential to make everyone a disc jockey.
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Chapter 8: Motion Pictures
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Sample Questions
Q1) Which is the largest-grossing Canadian film of all time?
A) Porky's
B) Nanook of the North
C) Evangeline
D) Mon Oncle Antoine
E) Scanners
Q2) __________________ occurs when you surrender doubts about the reality of a story.
Q3) Who was a pioneer in animated films?
A) The Warner brothers
B) George Lucas
C) Atom Egoyan
D) David Cronenberg
E) Walt Disney
Q4) What does the acronym CGI stand for?
A) Colour, graphics, and imagination
B) Canadian government involvement
C) Computer-generated imagery
D) Come get it
E) Canadian geographical intensity
Page 9
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Chapter 8: Television
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Sample Questions
Q1) Without Canadian TV,we'd be "North Dakota with more interesting currency." So says Canadian TV star and producer Steve Smith.Comment on Smith's ideas about the role of Canadian TV within our culture.Do we need Canadian TV to remain "Canadian"?
Q2) The advent of television has had little effect on other mass media.
A)True
B)False
Q3) By 1954,how many television sets had been purchased in Canada?
A) Five million
B) One million
C) Five hundred thousand
D) Twelve million
E) Sixty thousand
Q4) Television officially arrived in Canada in __________________.
Q5) According to Joseph Blatt,it is impossible to produce quality programming for children in a commercial environment.
A)True
B)False
Q6) Canadians watch American programming __________________ percent of the time.
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Q7) At present,there are __________________ national television networks in Canada.
Chapter 9: The Internet
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Sample Questions
Q1) Tim Berners-Lee invented the World Wide Web.
A)True
B)False
Q2) __________________ was the first browser that made the web easily accessible and attractive to the average computer owner.
Q3) AOL was the first company to provide online service to consumers.
A)True
B)False
Q4) Which is an example of pull media?
A) A story in a newspaper
B) Cellphone
C) Web banner
D) Online newsletter
E) News updates
Q5) The internet may facilitate what Marshall McLuhan called retribalization.
A)True
B)False
Q6) When it comes to blogs,there is no gatekeeping.
A)True
B)False
Page 11
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Chapter 10: News
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Sample Questions
Q1) Who urged truth as a defence for charges of libel?
A) John Peter Zenger
B) Andrew Hamilton
C) Benjamin Harris
D) John Adams
E) Thomas Jefferson
Q2) Which term refers to telling news without bias?
A) Traditional reporting
B) Two-side reporting
C) Honest reporting
D) Subjective reporting
E) Objective reporting
Q3) Which is not a newspaper tradition from the penny press period that remains today?
A) Inverted pyramid story structures
B) General audience appeal
C) Orientation to covering events
D) Commitment to social improvement
E) Greater government control
Q4) The initial issue of the partisan period was the __________________.
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Chapter 11: Public Relations
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Sample Questions
Q1) Who laid out the fundamentals of public relations?
A) Theodore Roosevelt
B) Charles Darwin
C) George Baer
D) William Henry Vanderbilt
E) Ivy Lee
Q2) The good practice of public relations is a one-way street for institutions and individuals to communicate to the public.
A)True
B)False
Q3) Maple Leaf Foods' handling of the 2008 listeriosis outbreak is an example of
A) reactive media relations.
B) proactive media relations.
C) image consulting.
D) product tampering.
E) proactive advertising.
Q4) The Tylenol crisis is a classic example in public relations annals of how to deal with a situation.
A)True
B)False
Page 13
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Chapter 12: Advertising
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Sample Questions
Q1) Who founded the first ad agency in the United States?
A) Dave Nichol
B) Benjamin Day
C) F. Wayland Ayer
D) Anson McKim
E) David Ogilvy
Q2) In Canada,there is no agency that regulates advertising.
A)True
B)False
Q3) Besides being a product of economic prosperity,__________________ contributes to prosperity.
Q4) Benjamin Day used advertising to cover his production expenses.
A)True
B)False
Q5) With a/an __________________ contract,an advertising agency is compensated with shares of stock in an advertising client.
Q6) Word-of-mouth is the weakest form of advertising.
A)True
B)False
Q7) __________________ decide where to place ads.
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Chapter 13: Media Research
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Sample Questions
Q1) What kind of research examines how and why individuals use the mass media?
A) Uses and gratifications studies
B) Effects studies
C) Content analysis
D) Process studies
E) Opinion surveys
Q2) It is not yet possible to gauge billboard readership.
A)True
B)False
Q3) The margin of error is dependent on the
A) number of questions.
B) sample size.
C) question choice.
D) population size.
E) number of responses.
Q4) __________________ was formed in 1914 to remove the temptation for publishers to inflate their claims.
Q5) Theoretical research does not seek profit-generating information.
A)True
B)False
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Chapter 14: Media Law and Ethics
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Sample Questions
Q1) Washington Post reporter Janet Cooke was forced to produce the sensational fiction that made up "Jimmy's World."
A)True
B)False
Q2) The concept of __________________ favours the most good for the most people.
Q3) Which Florida law did reporter Jim DeFede violate?
A) Taping a telephone conversation without permission
B) Writing a story based on hearsay
C) Publishing a story without approval from the editor
D) Writing a story that showed only one side of the issue
E) Publishing the same story in two newspapers
Q4) Caveat emptor means "let the buyer beware."
A)True
B)False
Q5) What is the purpose of copyright law?
A) To encourage creativity
B) To make artists rich
C) To allow authors the freedom to write
D) To punish people who plagiarize
E) To ensure standardization
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Chapter 15: Media Effects
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Sample Questions
Q1) Orson Welles created the powerful effects theory.
A)True
B)False
Q2) Narcoticizing dysfunction can be caused by having too much information.
A)True
B)False
Q3) Narcoticizing dysfunction is one aspect of the hypodermic needle theory.
A)True
B)False
Q4) How many names were on the petition presented by Virginie Larivière to Prime Minister Brian Mulroney to reduce violence on television?
A) 35 000
B) 250 000
C) 500 000
D) 900 000
E) 1.3 million
Q5) The media should bear all the blame for children having access to violent imagery.
A)True
B)False
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Chapter 16: Global Mass Media
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Sample Questions
Q1) Colombian journalist Jineth Bedoya Lima was kidnapped,beaten,and raped after reporting on a Bogotá __________________.
Q2) Which is a television station that transmits directly to a satellite that beams signals back to individual receivers?
A) Satcaster
B) Cable transmitter
C) Direct TV
D) Digital TV
E) Satellite transmitter
Q3) Which organization tracks the freedom of new media worldwide?
A) Al Jazeera
B) BBC
C) Golden Shield
D) Freedom House
E) Bollywood
Q4) Authoritarian media systems are especially prominent in Canada.
A)True
B)False
Q5) Libertarians believe that human beings are __________________ beings.
Q6) Describe the different elements of Arab media systems.
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Chapter 17: Mass Media and Governance
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Sample Questions
Q1) In North America,who are the primary owners of the mass media?
A) Foreign companies
B) Local service providers
C) Both public and private corporations
D) Members of the upper class
E) Government agencies
Q2) Selecting aspects of reality for emphasis,thereby shaping how the audience sees the reality,is called sourcing.
A)True
B)False
Q3) What is the popular name given to the story of a break-in at the Democratic Party's national headquarters in 1972?
A) Waterbreak
B) Whitewater
C) Watergate
D) Nixongate
E) Gatekeeper
Q4) Journalists know that audiences do not like scandal stories.
A)True
B)False
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