Theories of Mass Communication

Pop Quiz

Name: ______________________________ Roll # _________________

1. George Gerbner is associated with:

A. Modeling Theory
B. Cultivation Theory
C. Uses and gratifications theory
D. Agenda setting theory
E. Diffusion of Innovation

2. Individuals tend to remember messages or parts of messages that align with their existing
beliefs and tend to forget what they want to discard or modify. This is called:
A. Selective retention
B. Selective maintenance
C. Peer influence
D. Selective peer recall
E. Selective perception

3. If we want to measure WHY people use certain media or media tools, we would conduct the
following:
A. Tracking study
B. Modeling analysis
C. Framing research
D. Cultivation analysis
E. Uses and gratifications research

4. In general, limited or minimal effects theories generally state that

A. Other influences have an impact how individuals receive, process, and act on mediated
messages
B. Mass communication theories have almost no usefulness in explaining how individuals
consume and negotiate messages
C. Effects from messages through mass media only endure on a short-term basis

5. Paul Lazarsfeld and his researcher colleagues concluded in the People's Choice Study that
content from the mass media moved to opinion leaders and then to those whom the opinion
leaders influenced. This phenomenon is known as:
A. Activation theory
B. Conversion theory
 C. Crystallization effect
D. Two-step flow theory
E. Influencer model

6. Cultivation theory broadly asserts that:

A. Violence viewed through television will often generate actual violence
B. Viewers tend to learn most of their behaviors through a "mediated reality"
C. Television usually generates a desire within an individual to act
D. Mediated reality is more than real reality
E. Media content via television can encourage acceptance of certain ideas over time

7. The magic bullet theory is best captured by the following:

A. Once a receiver receives a message, he or she is transformed either intellectually, culturally,
or socially
B. Over a period of time, individuals will absorb a message and embrace it as reality
C. People learn behaviors largely by interacting with mediated reality
D. Individuals receive messages, react immediately, and respond in an identical manner
E. Depending on how fast a message is received, the receiver will respond accordingly

8. In studying how media's influence is affected by people's intelligence and education, individual
differences theory is an example of the era of
A. Limited effects
B. Mass society theory
C. Cultural theory
D. None of these

9. Klapper's reinforcement theory argues that:

A. Only selected, especially well-crafted, media messages can influence reinforcement

B. Media have little power, but what influence they do have is in the form of reinforcement
C. Media are quite powerful, especially in the realm of reinforcement.
D. None of these

10. Which of the following is NOT one of the primary functions of mass communication?
A. Surveillance
B. Correlation
C. Cultural transmission
D. Entertainment
E. Immunization