Sociology 13th Edition Schaefer Test

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Chapter 7: The Mass Media
Multiple Choice

1. 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
Answer: A
Type: P

2. 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
Answer: D
Type: D

3. 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
Answer: A
Type: S

4. 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.
Answer: B
Type: S

5. 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
Answer: C
Type: C

6. What were the primary media vehicles by which people bonded in the U.S. during and in the

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 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
Answer: A
Type: I

7. 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
Answer: C
Type: I

8. 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
Answer: D
Type: C

9. 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
Answer: D
Type: I

10. 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?
A. functionalist perspective
B. conflict perspective
C. interactionist perspective
D. feminist perspective
Answer: A
Type: P

11. 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.
Answer: A
Type: I

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12. Which of the following has received the least amount of status conferred by various magazine
covers, according to the Schaefer text?
A. Lyndon Johnson
B. Princess Diana
C. Jesus Christ
D. Gerald Ford
Answer: C
Type: I

13. 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
Answer: D
Type: I

14. 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.
Answer: B
Type: D

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

A. Hallmark
B. Polaroid
C. Disney
D. all of these
Answer: D
Type: I

16. Which nation has the largest number of the top 100 worldwide brands?
A. Germany
B. Japan
C. U.S.
D. Great Britain
Answer: C
Type: I

17. 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.
Answer: B
Type: I

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18. 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
Answer: A
Type: I

19. 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
Answer: B
Type: I

20. 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.
Answer: C
Type: P

21. 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 2004 tsunami, this would be an example of:
A. selfishness.
B. the narcotizing effect.
C. globalization.
D. socialization.
Answer: B
Type: C

22. 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
Answer: C
Type: S

23. 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.

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 D. Paul Lazarsfeld and Robert Merton created the term “narcotizing dysfunction.”
Answer: A
Type: I

24. 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?
A. functionalist perspective
B. conflict and feminist perspectives
C. interactionist perspective
D. global perspective
Answer: B
Type: P

25. 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.
Answer: B
Type: D

26. 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.
Answer: D
Type: C

27. 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.
Answer: A
Type: C

28. According to a study done for the World Bank, who owns the largest percentage of television and
radio stations in 97 countries?
A. Viacom
B. governments
C. various private sources
D. five separate conglomerates
Answer: B
Type: I

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29. Which medium experiences the least amount of gatekeeping?
A. television
B. radio
C. the Internet
D. publishing
Answer: C
Type: I

30. 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?
A. functionalist perspective
B. conflict perspective
C. interactionist perspective
D. global perspective
Answer: B
Type: P

31. 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
Answer: A
Type: I

32. 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.”
Answer: C
Type: S

33. Which of the following companies have complied with the Chinese’s government’s efforts to
restrict and monitor its citizens’ Internet use?
A. Yahoo!
B. Google
C. Microsoft
D. all of these
Answer: D
Type: I

34. 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.
Answer: D

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 Type: D

35. 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
Answer: D
Type: I

36. 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
Answer: D
Type: D

37. 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?
A. functionalist perspective
B. conflict perspective
C. interactionist perspective
D. global perspective
Answer: B
Type: P

38. 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.
Answer: C
Type: I

39. 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.
Answer: D
Type: D

40. 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

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 C. portraying members of the lower class as uneducated and lazy
D. all of these
Answer: D
Type: C

41. 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?
A. functionalist perspective
B. conflict perspective
C. interactionist perspective
D. feminist perspective
Answer: D
Type: P

42. 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.
Answer: B
Type: P

43. According to a 2004 content analysis of sports broadcasts on network television, what percentage
was devoted to male sports events?
A. 62 percent
B. 72 percent
C. 82 percent
D. 92 percent
Answer: D
Type: I

44. The popular ESPN Sports Center program devotes what percentage of air time to women’s
sports?
A. 2 percent
B. 4 percent
C. 6 percent
D. 8 percent
Answer: A
Type: I

45. 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.
Answer: C
Type: I

46. Which sociological perspective is more likely to study the media’s influence on society from the

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 microlevel to determine how social behavior is shaped?
A. functionalist perspective
B. conflict perspective
C. interactionist perspective
D. feminist perspective
Answer: C
Type: P

47. Which sociological perspective would most likely be concerned with manipulation of “photo ops”
to create an image of self-serving reality?
A. functionalist perspective
B. conflict perspective
C. interactionist perspective
D. feminist perspective
Answer: C
Type: C

48. 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?
A. functionalist perspective
B. conflict perspective
C. interactionist perspective
D. global perspective
Answer: C
Type: P

49. 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
Answer: B
Type: I

50. Specialized targeting of audiences is to some degree driven by:

A. advertising.
B. viewer interest.
C. cable executives.
D. Nielson ratings.
Answer: A
Type: I

51. 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.
Answer: B

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 Type: D

52. Which sociologist pioneered research on opinion leaders?

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

53. 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.
Answer: A
Type: S

54. 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
Answer: C
Type: S

55. 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
Answer: D
Type: I

56. 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.
Answer: B
Type: I

57. According to Darnell Hunt’s research on audiences, which viewers were less animated when

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 watching a 17-minute film clip of the 1992 riots in Los Angeles?
A. Whites
B. Blacks
C. Latinos
D. Asians
Answer: A
Type: I

58. 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
Answer: D
Type: S

59. 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
Answer: A
Type: I

60. Which perspective suggests that the Internet benefits individuals and society by facilitating
quicker and easier communication?
A. functionalist
B. conflict
C. interactionist
D. feminist
Answer: A
Type: I

61. In 2001, Congress enacted a controversial act which relaxed restrictions imposed upon law
enforcement officers involved in surveillance checks and security screenings. This act is known
as the:
A. Security Checkpoint Act
B. Americans for Freedom Act
C. Patriot Act
D. TSA Empowerment Act
Answer: C
Type: I

True/False

62. An analysis of the 2008 presidential campaign showed that nearly 25 percent of U.S. citizens
turned regularly to the Internet to research the candidates.

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 Answer: T

63. 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.
Answer: F

64. The media often reaffirm proper behavior by showing what happens to people who violate social
expectations.
Answer: T

65. Twenty-two percent of males who watch the Super Bowl do so only for the commercials.
Answer: T

66. 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.
Answer: T

67. 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.
Answer: T

68. The mass media seldom collect and define facts for their audiences because most media
presentations reflect the values and orientations of the audiences themselves.
Answer: F

69. The fact that there is a “women’s channel” but ESPN is not listed as a “men’s sports channel” is a
clue towards whose ideology dominates media ownership, content, and audience.
Answer: T

70. Globalization of the dominant ideology has weakened the dominating reach of the U.S. into the
rest of the world.
Answer: F

71. 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.
Answer: F

72. The way the members of an audience interpret the media is often influenced by social
characteristics such as occupation, race, education, and income.
Answer: T

73. The leaders of Bhutan openly welcomed the introduction of television into their culture for the
opportunity to industrialize.
Answer: F

74. The media filter and interpret reality; except for reality television, when they are merely
presenting reality.
Answer: F

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75. U.S. media policy has not been overhauled since the 1930s, and needs to be.
Answer: T

Essay

76. Discuss the role of the media from the functionalist perspective and give examples to illustrate
the impact of the media on social life.

77. Discuss how the recent war with Iraq may have had a narcotizing effect for some viewers, and
provide illustrations to support your answer.

78. Discuss the role of the media from the conflict perspective. Define the term “gatekeeping” and
give examples to illustrate its effects on society.

79. Discuss the similarities between the conflict and feminist perspectives regarding the significance
of the media in shaping social attitudes.

80. 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.

81. From each of the three perspectives, discuss concerns and controversies surrounding the right to
privacy in the global digital age.

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