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Chapter 06 - The Mass Media
Sociology in Modules 2nd Edition

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Chapter 06
The Mass Media
Multiple Choice Questions
1. Which of the following terms is used by sociologists to refer to print and electronic means
of communication that carry messages to widespread audiences?
A. transmitters
B. opinion leaders
C. mass media
D. narcotizers
Type: D
6-1
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2. A magazine would be considered:

A. transmitters
B. opinion leaders
C. mass media
D. narcotizers
Type: C
3. The term "screen time" refers to the amount of time people spend
A. watching TV.
B. playing video games.
C. on the Internet.
D. all of these
Type: D
6-2
4. To sociologists, which of the following is a major concern regarding the mass media and
social policy?
A. the effects of the media on social institutions
B. the ownership of media operations
C. the effects of the media on social behavior
D. all of these
Type: I
5. What term do we use to refer to the flow of content across multiple media and the
accompanying migration of media audiences?
A. cultural convergence
B. digital divide
C. culture gap
D. information superhighway
Type: D
6. What percentage of Americans are off the modern information network, or "off the net"?
A. 5 percent
B. 10 percent
C. 15 percent
D. 20 percent
Type: P
Type: S
7. What percentage of Americans consume information goods and services at a high rate and
use these technologies as platforms for participation and self-expression, or "omnivores"?
A. 8 percent
B. 18 percent
C. 28 percent
D. 38 percent
Type: P
Type: S
6-3
8. The most active participants in the information society - those that consume information
goods and services at a high rate are referred to as:
A. Ominvores
B. Indifferents
C. Connectors
D. Lackluster Veterans
Type: I
9. Those people who are not on the information network are considered:
A. Indifferents
B. Lackluster Vetererans
C. Off the Net
D. None of these
Type: I
10. Which sociological perspective would likely contend that the role of the mass media is to
provide socialization, enforce social norms through public events, and create social stability
and cohesion through collective experiences?
A. functionalist perspective
B. conflict perspective
C. interactionist perspective
D. feminist perspective
Type: P
11. Which of the following would be an example of cyberbullying?

A. sending a photo of a friend drunk to others
B. sending a photo of a friend cheating to others
C. sending a nude photo of a friend to others
D. all of these
Type: D
6-4
12. Which sociologist purported that newspapers helped to socialize immigrants to the
customs and culture of the U.S.?
A. Robert Park
B. Deena Weinstein
C. Paul Lazarsfeld
D. David Demers
Type: S
13. Sociologist Robert Park studied

A. the history of radio broadcasting.
B. how newspapers helped immigrants to the U.S. adjust to their environments and taught
them the customs and opinions of people in their new home country.
C. the role the Internet played in the aftermath of the September 11, 2001 tragedy.
D. rock music as a social problem.
Type: S
14. Which of the following would the functionalist perspective most likely view as creating
the greatest collective experience?
A. a college student studying quietly in the library
B. a person exercising in a public park
C. the terrorist attack of September 11, 2001
D. police arresting a shoplifter
Type: C
15. What were the primary media vehicles by which people bonded in the U.S. during, and in
the aftermath of, the terrorist attacks of September 11, 2001?
A. television and phones
B. phones and Internet
C. newspapers and television
D. Internet and television
Type: I
6-5
16. Communities developing around common interests or shared identities that are emerging
online is referred to in the text as
A. interactive niches.
B. tribalism.
C. online nests.
D. identity cells.
Type: I
17. Which of the following is considered one way the media reaffirm proper behavior in
society?
A. newscasters discussing narcotic desensitizing
B. a daytime talk show discussion on homosexuality
C. movie and TV scenes showing criminals getting caught by authorities
D. scenes depicting the rape of women
Type: I
18. Which of the following would have the greatest impact in terms of reaffirming social
norms of proper behavior?
A. watching a televised funeral procession
B. watching and listening to a Celine Dion video
C. watching and listening to a televised cable newscast
D. watching a televised execution of a mass murderer
Type: P
19. Which of the following media events would most likely glorify disapproved behaviors?
A. a movie depicting a teacher being physically abused
B. a TV show depicting the degradation and sexual abuse of women
C. a movie illustrating how to murder parents and avoid detection
D. all of these
Type: I
6-6
20. Which sociological perspective would be most likely to focus on the functions of the mass
media in conferring status on people, organizations, and public issues?
Type: P
21. People, organizations, and public issues appearing regularly on the covers of prominent
magazines is a method used to
A. confer status.
B. celebrate events.
C. provide fortune.
D. promote objectivity in reporting.
Type: I
22. According to the text, which of the following musicians has received the most amount of
status from Rolling Stone magazine due to the number of times they've appeared on the its
cover?
A. Jimi Hendrix
B. Madonna
C. Paul McCartney
D. Jay-Z
Type: I
6-7
23. Which of the following politicians has appeared on the cover of Time magazine most
often, resulting in a degree of status being conferred upon him?
A. John F. Kennedy
B. Ronald Reagan
C. Bill Clinton
D. Richard Nixon
Type: I
24. The function of media advertising is to support the economy, provide information about
products, and underwrite media costs associated with
A. conferment of status.
B. promotion of consumption.
C. enforcement of social norms.
D. surveillance of the social environment.
Type: D
25. Which of the following is a socially constructed entity?

A. Hallmark
B. Polaroid
C. Disney
D. all of these
Type: I
26. Which nation has the largest number of the top 100 worldwide brands?
A. Germany
B. Japan
C. U.S.
D. Great Britain
Type: P
Type: S
6-8
27. A dysfunction of media promotion of product consumption would be

A. creating realistic behavior.
B. raising unrealistic expectations.
C. notifying consumers of sales events.
D. increasing awareness of environmental issues.
Type: I
28. Which of the following terms refers to the phenomenon whereby massive amounts of
coverage result in the audience becoming numb and failing to act on the information
regardless of how compelling the issue was presented?
A. narcotizing dysfunction
B. surveillance function
C. gatekeeping
D. none of these
Type: I
29. Which of the following have sociologists suggested is a dysfunction of the mass media?
A. conferring status
B. having a narcotizing effect
C. integration of a common view
D. providing a collective experience
Type: I
30. People ignoring credible warnings about terrorist attacks due to the massive amounts of
coverage in the aftermath of September 11, 2001 are an example of
A. gatekeeping.
B. the surveillance function.
C. the narcotizing dysfunction.
D. the dominant ideology.
Type: P
6-9
31. If someone failed to contribute money because massive amounts of media coverage made
him or her less sensitive to the needs of victims of the 2010 earthquake in Haiti, this would be
an example of
A. selfishness.
B. the narcotizing effect.
C. globalization.
D. socialization.
Type: C
32. Which sociologist(s) first identified the effects of viewer fatigue and created the term
"narcotizing dysfunction"?
A. Robert Park
B. Deena Weinstein
C. Paul Lazarsfeld and Robert Merton
D. David Demers
Type: S
33. Which of the following statements is not correct?

A. The narcotizing dysfunction of the media was discovered in the 1980s after the deluge of
cable news programming.
B. Massive amounts of information tend to numb and desensitize an audience.
C. The numbing effect of the narcotizing dysfunction may prevent people from taking action
in response to compelling issues.
D. Paul Lazarsfeld and Robert Merton created the term "narcotizing dysfunction".
Type: I
6-10
34. Which sociological perspective(s) would be most likely to emphasize that the mass media
exacerbate many divisions in our society, including those based on gender, race, ethnicity, and
social class?
B. conflict and feminist perspectives
D. global perspective
Type: P
35. The process by which a relatively small number of people control what eventually reaches
the audience is referred to as
A. the dominant ideology.
B. gatekeeping.
C. the surveillance function.
D. the narcotizing dysfunction.
Type: D
36. A major network news agency that discourages reporting of issues concerning
homosexuality is most likely practicing
A. a dominant ideology.
B. a narcotizing dysfunction.
C. a surveillance function.
D. gatekeeping.
Type: C
6-11
37. George is the executive producer of a small recording company with an established label.
He rejects a popular local band because it competes with a group already on their label. He
functions as a
A. gatekeeper.
B. censor.
C. comptroller.
D. watchdog.
Type: C
38. Which medium experiences the least amount of gatekeeping?

A. television
B. radio
C. the Internet
D. publishing
Type: I
39. Which sociological perspective(s) would be most likely to focus on gatekeeping as a

process that reflects a desire to maximize profits by those with power and authority?
Type: P
40. Which items did eBay refuse to allow people to sell on the Internet following the terrorist
attacks of September 11, 2001?
A. World Trade Center debris
B. items featuring Osama Bin Laden
C. items related to survivors
D. items mocking George W. Bush
Type: I
6-12
41. Those committed to the free flow of information with few outside controls are referred to
as:
A. Netians
B. Neitzens
C. Anarchists
D. Online terrorists
Type: D
42. The term "media monitoring" is used most often to refer to

A. parents checking what their child watches.
B. the government censoring media.
C. interest groups' monitoring of content.
D. studios following what is a "hit".
Type: S
43. The U.S. government was heavily criticized for which of the following media monitoring
behaviors after the September 11th attacks?
A. censoring college newspaper Internet content
B. editing Clear Channel Radio news program broadcasts
C. censoring ABC Nightly News reports
D. authorizing wiretaps of U.S. citizens' telephone conversations
Type: I
44. Eli Pariser wrote The Filter Bubble which discusses:

A. The competition between search engines
B. The monopoly created by Google
C. The way in which search engines filter our searched to what we are already familiar with
D. The access or lack of access created by the digital divide in the United States.
Type: I
6-13
45. Worldwide, low-income groups, racial and ethnic minorities, rural residents, and the
citizens of developing countries have far less access than others to the latest technologies.
This gap is referred to as the
A. digital enclosure.
B. digital world.
C. digital dam.
D. digital divide.
Type: S
46. In Africa, only 4 percent of the population has Internet access; they typically pay how
much per month for their connection?
A. $50 to $75 a month
B. $100 to $125 a month
C. $175 to $225 a month
D. $250 to $300 a month
Type: P
Type: S
47. What is the term used to describe the set of cultural beliefs and practices that helps to
maintain powerful social, economic, and political interests?
A. gatekeeping
B. the surveillance function
C. the narcotizing dysfunction
D. the dominant ideology
Type: D
6-14
48. Which sociological perspective(s) would be most likely to support the idea that a
dominant ideology is created through media images and is used to construct a reality based on
protecting the interests of the powerful?
Type: P
49. Realistic portrayals of minorities and working-class persons tend to be ignored by mass
media decision-makers primarily because
A. viewers only enjoy fantasizing about being rich and powerful.
B. most decisions are driven by Nielsen ratings.
C. most decisions are made overwhelmingly by wealthy White males.
D. minorities and working-class people feel ashamed of their social position.
Type: I
50. The creation of unreliable generalizations that distort the reality of persons, groups, and
cultures is indicative of
A. posture enabling.
B. the surveillance function.
C. the narcotizing dysfunction.
D. stereotyping.
Type: D
51. Which of the following would be a common way for television to create stereotypes?
A. portraying women as sleek and thin
B. portraying young minority males as drug dealers and criminals
C. portraying members of the lower class as uneducated and lazy
D. all of these
Type: C
6-15
52. In the U.S., one out of every four women is considered obese. How many characters are
portrayed as obese on television?
A. less than 1 out of 100
B. 3 out of 100
C. 20 out of 100
D. 30 out of 100
Type: I
53. There is very little representation of the racial diversity of the U.S. on television, even
though _____ percent of all youths in the U.S. are children of color.
A. 77
B. 58
C. 45
D. 27
Type: I
54. How many primetime series out of nearly sixty—aired in recent years—did researchers
find focused on minority performers?
A. 2
B. 13
C. 24
D. 41
Type: I
6-16
55. The U.S. is a major player in the global media domain. However, other nations play a role
in creating a dominant ideology as evidenced by the popularity of ____________, which
originated in Sweden.
A. CSI
B. Survivor
C. Fear Factor
D. Friends
Type: I
56. Which sociological perspective is most likely to be concerned with television distorting
gender roles and stereotyping, which is often rooted in the media's willingness to promote
more traditional views?
Type: P
57. Which of the following statements concerning media portrayal of gender roles would the
feminist perspective most likely endorse?
A. Women are overrepresented in most television roles.
B. Women are often portrayed as being in need of rescue by males.
C. Men are often portrayed as compliant, working-class persons.
D. Women are portrayed as overweight and dull in most television roles.
Type: P
6-17
58. According to data collected in 2009 concerning the use of the Internet
A. women are more likely than men to join fantasy leagues.
B. women are more likely to use the Internet daily.
C. women are more likely to use email to maintain friendship networks.
D. about half of women use the Internet daily.
Type: I
59. Which sociological perspective is more likely to study the media's influence on society
from the microlevel to determine how social behavior is shaped?
Type: P
60. Which sociological perspective would most likely be concerned with manipulation of
"photo ops" to create an image of self-serving reality?
Type: C
61. Fans of the TV show Star Trek (known as Trekkies) meet in costume at a convention
celebrating the anniversary of the show's conception. Which sociological perspective would
be most likely to focus attention on this event?
Type: P
6-18
62. How many contributers who texted donatations funds after the Haitian earthquakes
encouraged friends and family to do the same?
A. 17%
B. 25%
C. 43%
D. 57%
Type: I
63. According to the Schaefer text, even if an audience is spread out over a wide geographic
area and the members do not know one another, they will be somewhat distinctive in terms of
A. general interest.
B. age, gender, income, political party, formal schooling, and race and ethnicity.
C. the size of the grouping.
D. none of these
Type: I
64. Specialized targeting of audiences is to some degree driven by

A. advertising.
B. viewer interest.
C. cable executives.
D. Nielson ratings.
Type: I
65. A person who influences the opinions and decisions of others through day-to-day personal
contact and communication is referred to as a(an)
A. gatekeeper.
B. opinion leader.
C. specialist.
D. concentrator.
Type: D
6-19
66. Which sociologist pioneered research on opinion leaders?

A. Erving Goffman
B. Robert Park
C. Deena Weinstein
D. Paul Lazarsfeld
Type: S
67. Sociologist Paul Lazarsfeld

A. pioneered the study of opinion leaders in his research on voting behavior in the 1940s.
B. described the depiction of women as reflecting "innumerable small murders of mind and
spirit (that) take place daily".
C. researched rock music and found no sociologically credible evidence that rock caused
sexual promiscuity, rape, drug abuse, Satanism, or suicide.
D. studied how newspapers helped immigrants to the U.S. adjust to their environments and
taught them the customs and opinions of their new country.
Type: S
68. Which sociologist studied the social composition of audiences to explain how an audience
interprets news coverage?
A. Erving Goffman
B. Vivian Gornick
C. Darnell Hunt
D. David Demers
Type: S
6-20
69. In his study of the social composition of audiences, which of the following characteristics
did sociologist Darnell Hunt suggest would be most likely to affect the interpretation of news
coverage?
A. gender
B. class
C. occupation
D. race
Type: I
70. Which aspect of Darnell Hunt's research on audiences was somewhat unique, particularly
in regard to his analysis and interpretation of the data?
A. He divided people into groupings.
B. He went beyond noting racial differences in perceptions, and analyzed how they were
manifested.
C. He researched Whites, African Americans, and Latinos.
D. He analyzed the data on a computer.
Type: I
71. According to Darnell Hunt's research on audiences, which viewers were less animated
when watching a 17-minute film clip of the 1992 riots in Los Angeles?
A. Whites
B. Blacks
C. Latinos
D. Asians
Type: I
6-21
72. Who predicted over 45 years ago that the rise of the electronic media would create a
"global village", thereby reducing the barriers created by physical distance?
A. Erving Goffman
B. Vivian Gornick
C. Darnell Hunt
D. Marshall McLuhan
Type: S
73. Which metaphor for the media's reach does sociologist Todd Gitlin consider more apt than
"global village"?
A. global torrent
B. global wave
C. global city
D. global quagmire
Type: P
Type: S
74. Al Jazeera is
A. the capital of Qatar.
B. an Arabic-language news network.
C. an Arabic name for Osama Bin Laden.
D. associated with Island Cable News Corporation.
Type: D
75. What is the significance of a 2003 ruling by the Federal Communications Commission
that was discussed in the text?
A. It prohibits media concentration.
B. It relaxes restrictions on ownership of more than one media outlet.
C. It discourages corporate ownership of media companies.
D. all of these
Type: I
6-22
True / False Questions
76. The increase in the use of mass media, specifically electronic media, has allowed for
abuses of personal privacy.
TRUE
77. Among the major sociological perspectives of functionalism, conflict theory,

interactionism, and the feminist perspective, conflict theorists would be most likely to suggest
that the mass media serve a useful function in society by bringing members together in a
collective experience.
FALSE
78. The media often reaffirm proper behavior by showing what happens to people who violate
social expectations.
TRUE
79. Female and male athletes are treated equitably by the media.
FALSE
80. Twenty-two percent of viewers who watch the Super Bowl do so only for the
commercials.
FALSE
81. The narcotizing dysfunction can desensitize an audience to suffering, and can influence
the degree to which that audience might conclude that a solution to a crisis has already been
found.
TRUE
6-23
82. A producer who declines adding a gay character to a storyline because she feels it would
"upset certain audience members" is performing a gatekeeping role.
TRUE
83. The mass media seldom collect and define facts for their audiences because most media
presentations reflect the values and orientations of the audiences themselves.
FALSE
84. Globalization of the dominant ideology has weakened the dominating reach of the U.S.
into the rest of the world.
FALSE
85. The media audience is always a secondary group of observers who are spread over a wide
geographic area and can most accurately be analyzed from the functionalist perspective.
FALSE
86. The way the members of an audience interpret the media is often influenced by social
characteristics such as occupation, race, education, and income.
TRUE
87. The media filter and interpret reality—except for reality television, when they are merely
presenting reality.
FALSE
88. U.S. media policy has not been overhauled since the 1930s, and needs to be.
FALSE
6-24
89. The definition of screen time has changed as new mass medias like the internet have been
developed.
TRUE
Essay Questions
90. Discuss the role of the media from the functionalist perspective and give examples to
illustrate the impact of the media on social life.
Answers will vary
91. Discuss how the recent war with Iraq may have had a narcotizing effect for some viewers,
and provide illustrations to support your answer.
Answers will vary
92. Discuss the role of the media from the conflict perspective. Define the term "gatekeeping"
and give examples to illustrate its effects on society.
Answers will vary
93. Discuss the similarities between the conflict and feminist perspectives regarding the
significance of the media in shaping social attitudes.
Answers will vary
94. Discuss how the interactionist view is useful in analyzing the role of the audience when
trying to understand the impact of the media on social life.
Answers will vary
6-25
95. Discuss media concentration in the United States and globally. In addition, explain how
the Telecom Act of 1996 and the adoption of the Internet plays into this concept.
Answers will vary
96. Why does the lack of internet connectivity impact developing nations in such a negative
way?
Answers will vary
6-26

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Chapter 06 - The Mass Media

Sociology in Modules 2nd Edition

Test Bank: https://testbankpack.com/p/test-bank-for-sociology-in-

Solution Manual: https://testbankpack.com/p/solution-manual-

Multiple Choice Questions

2. A magazine would be considered:

11. Which of the following would be an example of cyberbullying?

13. Sociologist Robert Park studied

25. Which of the following is a socially constructed entity?

27. A dysfunction of media promotion of product consumption would be

33. Which of the following statements is not correct?

38. Which medium experiences the least amount of gatekeeping?

39. Which sociological perspective(s) would be most likely to focus on gatekeeping as a

42. The term "media monitoring" is used most often to refer to

44. Eli Pariser wrote The Filter Bubble which discusses:

64. Specialized targeting of audiences is to some degree driven by

66. Which sociologist pioneered research on opinion leaders?

67. Sociologist Paul Lazarsfeld

True / False Questions

77. Among the major sociological perspectives of functionalism, conflict theory,

Answers will vary

Answers will vary

Answers will vary

Answers will vary

Answers will vary

Answers will vary

Answers will vary

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