TRUE/FALSE. Write 'T' if the statement is true and 'F' if the statement is false.

1) Narrowcasting contributes to the potential for a less tolerant audience.

Answer: True False

2) The technological disconnect is very serious for the economies of developing nations.
Answer: True False

3) The interactionist perspective views the media as a source of friendship networks.

Answer: True False

4) 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: True False

5) Many feminists share the view of functionalists that the mass media stereotype and misrepresent
social reality which is dysfunctional for audiences.
Answer: True False

6) The term cultural convergence refers to the flow of content across multiple media, and the
accompanying migration of media audiences.
Answer: True False

7) People can now take a personalized approach to what they see and hear on media. This has been
dubbed "podcasting."
Answer: True False

8) Media specialists use their survey research abilities to target segmented audiences.
Answer: True False

9) Globalization of the dominant ideology has weakened the dominating reach of the U.S. into the rest
of the world.
Answer: True False

10) The rise of electronic media has created a global village in which everyone can participate.
Answer: True False

MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.

11) Feminist theorists:

A) discuss male dominant theory and ideology
B) focus on how the media treats women
C) are concerned with an over-emphasis on encouraging girls to become scientists
D) are concerned with unrealistic, stereotypical, and limiting images of men and women
Answer: D

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12) Robert Park proposed that reading newspapers assisted immigrants:
A) increasing social cohesion by presenting a standardized view of culture through mass
communication
B) bringing together members of a community
C) adjusting to their new environment by changing customary habits and teaching them opinions
of people in their new home country
D) providing a collective experience for society members
Answer: C

13) Specialized targeting of audiences is to some degree driven by:

A) advertising B) cable executives C) Nielsen ratings D) viewer interest
Answer: A

14) Opposing views of media concentration suggest first that it is the only way that Canadian media
outlets can survive but secondly others argue that:
A) media concentration makes it more expensive to access excluding more low-income people
from access
B) changing trends in media urgently require federal government regulation
C) media concentration means an incursion of more U.S. programming
D) media concentration can result in a monopoly of ideas, limiting the information consumers
receive
Answer: D

15) According to functionalists, what trend is emerging online, in which communities develop around
common interests or shared identities?
A) an increase in virtual church services B) a new sort of tribalism
C) folk music revival websites D) coast to coast virtual communes
Answer: B

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

17) Which term refers to the flow of content across multiple media, and the accompanying migration of
media audiences?
A) cultural culmination B) cultural media migration
C) cultural capitalism D) cultural convergence
Answer: D

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18) Feminist theorists see three major issues in media coverage of the sexes. They include:
A) the normalization of violence against women who are portrayed in stereotypical and traditional
sex roles
B) emphasis on the importance of healthy relationships without defining what that means
C) the portrayal of men as incompetent and lazy
D) the overrepresentation of women, suggesting the cultural standard is female
Answer: A

19) Post-feminist views discourage radical change to social institutions by:

A) individualizing women's concerns
B) affirming women's appearance priority
C) encouraging aspirations to become middle class
D) encouraging women to compete with men
Answer: A

20) Thefunction of media advertising is to support the economy, provide information about products,
and underwrite media costs associated with:
A) surveillance of the social environment B) promotion of consumption
C) conferment of status D) enforcement of social norms
Answer: B

21) The Internet is not totally without restrictions. Which is the most accurate answer? Sometimes these
are intended to prevent ________ and at other times they are used as ________.
A) hate crimes; unwanted search engines
B) offensive behaviour; political control
C) expressions of dissatisfaction; formation of social groups
D) too much gossip; controls over information
Answer: B

22) Which theory argues that the mass media can actually develop friendship networks?
A) functionalist B) interactionist C) feminist D) conflict
Answer: B

23) Anumber of nations feeling a loss of identity have complained about the dominance of U.S.
ideology conveyed through entertainment media. They argue that news from the developing world:
A) is of greater interest to them but not shown
B) needs to be discussed in a more open and fair manner
C) focuses on issues, not news
D) is scant and when there is such news it often reflects unfavourably on developing nations
Answer: D

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24) Which perspective considers pornography to be a type of objectification and imagery representing
an implicit endorsement of violence against women and a clear example of the unrelenting grip of
patriarchal social structure and culture?
A) functionalist B) interactionist C) feminist D) conflict
Answer: C

25) Which sociological perspective identified the effects of viewer fatigue and created the term
"narcotizing dysfunction?"
A) functionalist B) interactionist C) conflict D) feminist
Answer: A

26) A long time ago, when the first science-fiction drama was aired on radio, audiences in USA
panicked and began running for cover from the "alien invasion." Which theory would be interested
in and able to describe the behaviour of that audience?
A) Interactionist B) Conflict C) Functionalist D) Feminist
Answer: A

27) Which sociological perspective is more likely to study the media's influence on society from the
micro level to determine how social behaviour is shaped?
A) feminist perspective B) functionalist perspective
C) interactionist perspective D) conflict perspective
Answer: C

28) Genevieve is a single mother who works full time. On Saturday mornings she sleeps in, allowing
her two children, aged 8 and 6, to watch television. However, after a few months she began to notice
they were quarrelling more often, even hitting each other. Sociological theories address the use of
television as a babysitter. Which is the most accurate description of how one theory might respond
to this scene?
A) interactionists would argue that the mother needed to interact with her children more, such as
discussing the programs with them
B) feminists would argue that this scenario is a good example of the need for more supports for
mothers
C) functionalists would argue that using the media as a babysitter can socialize the children into
the patterns of behaviour they are watching
D) conflict sociologists would argue this demonstrates the need for more monitoring of the media
and its gatekeepers
Answer: C

29) Which metaphor for the media's reach does sociologist Todd Gitlin consider more apt than "global
village?"
A) global wave B) global torrent C) global city D) global quagmire
Answer: B

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30) Media monitoring used to refer to the work of media observers and similar groups. It has now
enlarged, according to conflict theorists, to include:
A) monitoring of usage and choices of individuals without their prior knowledge or consent
B) monitoring of producers and programs but also of awards events.
C) sales and services of providers to ensure Canadian content
D) government oversight of monitoring
Answer: A

31) Internet is
less able to be controlled than other media and has been a useful tool for protest.
However it:
A) has had images blocked by governments trying to control demonstrations and dissent
B) has been given limits regulating content such as gambling, pornography or even politics
C) has been used by authoritarian governments to repress opposition movements
D) all of these choices are correct
Answer: D

32) Thepossibility that media can have both positive and negative functions in regard to reinforcing
social norms is most clear in the discussion of:
A) attempts to develop brand loyalty B) human sexuality in media
C) hyperconsumerism D) conferral of status
Answer: B

33) Media advertising creates issues related to which of the following?

A) influences media content
B) makes users of media want things they cannot afford
C) contributes to media being able to pay its bills
D) all of these answers are correct
Answer: D

34) Which of the following have sociologists suggested is a dysfunction of the mass media?
A) having a narcotizing effect B) providing a collective experience
C) integration of a common view D) conferring status
Answer: A

35) Which theory argues that in the process of gatekeeping, programmers lose sight of program quality?
A) functionalist B) conflict C) feminist D) interactionist
Answer: B

36) Which theory argues that the mass media, especially television, have the ability to influence the
social construction of what it means to be gay, straight, old, young, disabled or single etc?
A) feminist B) conflict C) functionalist D) interactionist
Answer: D

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37) ________ theory led to research finding that adolescent boys were almost three times as likely as
adolescent girls to participate in on-line gaming, and that young girls who do participate are more
likely than boy gamers to get into serious fights and to report obesity.
A) Conflict B) Interactionist C) Feminist D) Functionalist
Answer: C

38) 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) conflict perspective B) feminist perspective
C) functionalist perspective D) interactionist perspective
Answer: C

39) 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) interactionist perspective B) functionalist perspective
C) conflict perspective D) feminist perspective
Answer: B

40) 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) interactionist perspective B) global perspective
C) functionalist perspective D) conflict perspectives
Answer: D

41) 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) interactionist perspective B) conflict perspective
C) functionalist perspective D) global perspective
Answer: B

42) 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) interactionist perspective B) conflict perspective
C) global perspective D) functionalist perspective
Answer: B

43) Whichsociological perspective is most likely to be concerned with the unrealistic, stereotypical, and
limiting portrayal of both sexes by media?
A) conflict perspective B) feminist perspective
C) functionalist perspective D) interactionist perspective
Answer: B

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44) 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) interactionist perspective B) conflict perspective
C) global perspective D) functionalist perspective
Answer: A

45) Sociologists such as Fleras have found evidence that racism:

A) is widely accepted in the media
B) is part of institutionalized or codified, discriminatory procedures reflecting media values,
agendas, and priorities, ensuring those perceptions become accepted as standards by which to
understand and judge racialized minorities
C) is conveyed worldwide by American popular culture
D) is institutionalized through organizational characteristics
Answer: B

46) What is the significance of the 2008 CRTC policy in regard to media concentration?
A) it prohibits one person or entity from controlling more than 45% of the total television
audience as a result of mergers or acquisitions
B) it needs modifications due to changes in media control and dissemination of information
C) it discourages corporate ownership of media companies
D) all of these choices are correct
Answer: A

47) Apositive function of the mass media was exemplified when the terrorist attack of Sept 11, 2001
occurred. This was that:
A) mass media could release the texts of press conferences
B) mass media were able to get first responders to the scene
C) mass media covered the disaster
D) mass media assisted in bringing together members of the community affected by the attack
Answer: D

48) Conflicttheorists argue that reality shows may be using more diverse casts of characters but
________.
A) the colour line is visible in reality and scripted TV shows and in the organization of awards
such as the Academy Awards
B) mass media decision makers remain white, female and beautiful
C) the players often seem to feel racial, sexual, or social class tension, and reality TV is in fact a
low-wage section of the industry
D) actors are paid differential rates
Answer: C

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49) The
merger of media giants such as AOL and Time Warner, along with the network holdings of
Walt Disney, is a prime example of:
A) promotional diffusion B) social networks
C) global selection D) media concentration
Answer: D

50) When a media conglomerate makes, markets, distributes, and manipulates most aspects of a popular
movie, this is an example of:
A) media concentration. B) diffusion.
C) social networks. D) global selection.
Answer: A

51) Marshall McLuhan predicted a global village in which mass media would be experienced by all
people in the same way, but would be controlled by elite groups in their own interest, but Todd
Gitlin called what was happening a global torrent because:
A) Social interaction now takes place on a global scale
B) Financial information is readily available to any Internet searcher
C) Internet is enabling researchers to access reference materials and databases on line
D) Media is permeating almost all aspects of daily life from marketing consumer goods to
advertising on airport baggage and school gym floors to images of poverty and slums in Rio
during the Olympics
Answer: D

52) Increasingly,the media are marketing themselves to a narrower audience. Which is the most
accurate description of this?
A) the many choices that the growing Internet provides fosters specialization
B) once a media outlet has identified a group it has identified its audience
C) media outlets, with the assistance of advertising and a sharpened ability to use survey research,
identify a niche audience and then target that group
D) when a media outlet identifies its niche audience it targets that group
Answer: C

53) Media monitoring now includes monitoring of individual media usage, raising concerns that:
A) new technologies were making it possible for greater viewer activity
B) companies such as Google have opposed government efforts to obtain records of viewer
activity
C) new technologies related to video on demand create viewer records
D) members of the public are concerned about both the recording of viewer activity by companies
such as Google, and the interest in those records by the government
Answer: D

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54) 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 portrayed as overweight and dull in most television roles
C) women are often portrayed as being in need of rescue by males
D) men are often portrayed as compliant, working-class persons
Answer: C

55) Which of the following is considered one way the media reaffirm proper behaviour in society?
A) a Facebook page about environmentalists that goes viral
B) newscasters discussing narcotic desensitizing
C) a daytime talk show discussion on homosexuality
D) movie and TV scenes showing criminals getting caught by authorities
Answer: D

56) Unlike the other mass media, Internet content is not as susceptible to being controlled. The Internet
can thus be said to be less open to ________ than the other media.
A) gatekeeping B) narcotizing dysfunction
C) stereotypes D) concentration
Answer: A

57) According to Antonio Gramsci, which term refers to a situation where the powerful groups are able
to convince the less powerful to accept the way that the powerful group acts or sees the world as
"normal" or "common sense"?
A) popular cultural paralysis B) cultural conspiracy
C) narcotizing function D) hegemony
Answer: D

58) When the media markets themselves to a particular group and targets that particular group, often
through advertising, this is called:
A) culture casting B) broadcasting
C) narrowcasting D) selective culture casting
Answer: C

59) The Internet allows extremists and pornographers to convey their ideas and images more broadly but
it also allows viewers and listeners to control what they wish to see or hear. This trend is called
________ and the problem with it is ________.
A) narrowcasting; a less tolerant society
B) narrowcasting; less understanding of differences in appearance
C) broadcasting; narrowcasting
D) broadcasting; the information highway
Answer: A

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60) Media specialists have sharpened their ability to target particular audiences. They reach what may
be referred to as a ________ audience or a ________ audience.
A) segmented; subject specific B) targeted; special interest group
C) niche; segmented D) subject-specific; narrowly cast
Answer: C

61) A dysfunction of media promotion of product consumption would be:

A) raising unrealistic expectations
B) increasing awareness of environmental issues
C) notifying consumers of sales events
D) creating realistic behaviour
Answer: A

62) In
2004, the Canadian federal government implemented the Personal Information Protection and
Electronic Documents Act (PIPEDA) to protect the privacy and personal information of Canadians.
Which of the following is not one of the PIPEDA principles?
A) individuals may access personal information about themselves and have it corrected if
necessary.
B) the purposes for which the information is collected must be identified by the organization at the
time of its collection.
C) in rare instances, organizations must collect personal information with security safeguards
appropriate to the sensitivity of the information.
D) organizations must seek the consent of individuals before collecting, using, or disclosing their
personal information.
Answer: C

63) Themedia, both electronic and otherwise, often inundate the public with information about recent
natural disasters. What effect does this have on public reaction to such events?
A) parties around the world immediately set up television/radio/Internet shows or websites to
study the event
B) there is often a massive outpouring of support at first, which is curtailed by the narcotizing
effect of overexposure by the media
C) the World Court assesses any claims of liability by studying public reaction to media
presentations about the event
D) support trickles in from the public and increases until the crisis is over
Answer: B

64) Interactionist
theorists are interested in the behaviour of political leaders and celebrities using
media. They argue that:
A) Celebrities like to be photographed with politicians because it makes them look serious
B) Through carefully staged events, politicians and celebrities convey self-serving definitions of
reality
C) Politicians redefine what it means to be gay, straight, old or young through use of media
D) Celebrities and political leaders seek the limelight
Answer: B

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65) Feminist theorists study which of the following?
A) portrayals of women and men in traditional sex roles on television
B) objectification and violence against women in pornography
C) differences in the effect of media on women and men
D) all of these answers are correct
Answer: D

66) Acontinuing, troubling issue for feminists is pornography and its effects on women, as evidenced
by a 2002 health survey which revealed that:
A) the average career for women in the pornographic film industry lasts less than two years
B) profits from the industry are continuous and enormous
C) 40 percent of Triple-X performers suffer from at least one sexually transmitted disease
D) all of these choices are correct
Answer: D

67) Concerns over negative effects of the media include those that focus on all of the following except:
A) anger and fear over easy access to pornography
B) fear of sexual predators using chat rooms to lure victims
C) the widespread availability of pornography on the web
D) programs created to persuade teens not to send nude photos of themselves to friends
Answer: D

68) Functionalists argue that media:

A) promote consumerism, but can desensitize us to distressing events
B) encourage conformity and confer status
C) provide entertainment
D) all of these answers are correct
Answer: D

69) Amedia function that can be positive or negative occurs when one story is singled out from all of
the others. Sociologists call this:
A) promotion of consumption
B) the significance of the story
C) conferral of status
D) the focus on fastest-rising searches on Google
Answer: C

70) People, organizations, and public issues appearing regularly on the covers of prominent magazines
is a method used to:
A) confer status B) provide fortune
C) celebrate events D) promote objectivity in reporting
Answer: A

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71) A number of US television shows such as "Desperate Housewives" and the "Simpsons" are popular
in many countries outside of the U.S. Conflict theorists argue that the/a ________ of these shows
leads to worries about the undermining of local culture by those countries.
A) hegemony B) love-hate relationship
C) racism D) dominant ideology
Answer: D

72) The gatekeeping process is criticized because it is used to maximize profits but also because it:
A) treats viewers as only able to enjoy fantasizing about being rich and powerful
B) reflects decisions made overwhelmingly by wealthy White males leading to the diversity of the
audience not being reflected in content
C) is based on questionable assumptions
D) leaves minorities and working-class people to feel ashamed of their social position
Answer: B

73) Sociologist Paul Lazarsfeld and his colleagues researched political voting behaviour finding that:
A) Newspaper reports at election times were helpful for immigrants in the U.S. as they learned the
new language and the customs of the country at the same time
B) Opinion leaders influence the opinions and decisions of others, and, to assist their chosen
candidate's campaign, will work to influence friends and co-workers during election periods
C) Rock music caused significant sexual promiscuity among election volunteers
D) Voters are a niche or segmented audience of the kind most open to opinion leaders
Answer: B

74) Aperson who influences the opinions and decisions of others through day-to-day personal contact
and communication is referred to as a(n):
A) opinion leader B) concentrator C) gatekeeper D) specialist
Answer: A

75) A
major network news agency that discourages reporting of issues concerning homosexuality is
most likely practicing:
A) gatekeeping B) a dominant ideology
C) stereotyping D) a narcotizing dysfunction
Answer: A

76) Media advertising:

A) supports media by paying some of the costs
B) supports the economy
C) gives information about products
D) all of these answers are correct
Answer: D

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77) Many types of mainstream media tend to ignore subordinate groups or create false impressions of
them, perpetuating:
A) unreliable generalizations about all members of a group that do not recognize individual
differences within the group
B) the absence of minority group members in leading roles
C) the ignoring of reality and the trivializing, even ridiculing, of racialized minorities
D) all of these answers are correct
Answer: D

78) Which organization regulates media broadcasting in Canada?

A) The Canadian Broadcasting Corporation
B) the Media Awareness Network
C) CanWest Global Communications
D) The Canadian Radio-Television and Telecommunications Commission
Answer: D

79) Product placement refers to:

A) displays in grocery stores
B) the clear but relatively discrete placing of a product in visual media, such as a scene in a
television program, or in a movie
C) ads on high school score boards or as banners on web pages
D) an attempt to promote brand loyalty
Answer: B

80) On a new television program, viewers meet an overweight black character whose role involves
continuously searching for a date in all the wrong places. In one episode, she is seen in a fast food
court, biting into a large hamburger while her eyes follow a male character walking in front of her
table. She is trying to smile at him with her mouth full and with predictable results. Which of the
following most accurately interprets what this scene illustrates?
A) the inclusion of non-white and overweight characters
B) the creation of false and distorted images that misrepresent minority group members in the
media
C) the stereotyping of racial minorities
D) the frequency with which overweight characters on television are ridiculed
Answer: B

81) Tosociologists, 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 effects of the media on social behaviour
C) the ownership of media operations
D) all of these
Answer: D

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82) Culturalconvergence refers to:
A) print and electronic communication of a wide range of audiences
B) media orchestrating the convergence of information and entertainment
C) the flow of content across multiple media and migration of media audiences
D) the expansion of understanding of people and events related to media
Answer: C

83) Advertising isthe most common media generated message that according to sociologist Jean
Baudrillard promotes:
A) the inclusion of advertising in every film or television show
B) the inability to escape media messages about consumer items in a promotion of consumption
C) the practice of buying more than we need or hyperconsumerism
D) the need to purchase goods or consumption promotion
Answer: C

84) Which medium experiences the least amount of gatekeeping?

A) radio B) publishing C) the Internet D) television
Answer: C

85) Mainstream media have functions for society but can also be a dysfunction. Functionalists
Lazarsfeld and Merton used the term "narcotizing dysfunction" for:
A) media reports that produce no response from viewers
B) the massive amounts of coverage of an event that leave the audience numbed and unable to
process the information or act on it
C) the media that encourage the abuse of various substances from fast food to alcohol and
marijuana through advertisements accompanying exciting documentaries or dramas
D) advertisements for smoking that attract young people
Answer: B

86) 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) the narcotizing dysfunction B) the dominant ideology
C) gatekeeping D) the surveillance function
Answer: A

87) What isthe term used to describe the set of cultural beliefs and practices that helps to maintain
powerful social, economic, and political interests?
A) the narcotizing dysfunction B) the dominant ideology
C) the surveillance function D) gatekeeping
Answer: B

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88) Developing nations often lack access to the new technologies. This has serious consequences for:
A) the ability of individuals to surf the net, such as for school work
B) the number of possible trading partners for developed nations
C) the economic growth of many nations
D) access to the global economy for nations suffering the global disconnect
Answer: D

89) Functionalist sociologist Robert Park (1922) studied:

A) how newspapers helped immigrants in the U.S. adjust to their environments and taught them
the customs and opinions of people in their new home country
B) the history of radio broadcasting and its development of monitoring mechanisms
C) the role the Internet played in the aftermath of the September 11, 2001, tragedy
D) the formation of friendship networks through television watching
Answer: A

90) 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) age, gender, income, political party, formal schooling, and race and ethnicity
B) the size of the grouping
C) general interest
D) none of these
Answer: A

91) Theprocess by which a relatively small number of media people control what eventually reaches the
audience is referred to as:
A) the dominant ideology B) the surveillance function
C) gatekeeping D) the narcotizing dysfunction
Answer: C

92) Conflicttheorist and researcher Augie Fleras argues that Canadian mainstream media:
A) continue to disempower women and minority men through stereotyping of them
B) use codified procedures that openly discriminate against minorities, such as having only white
leading role characters
C) use the narcotizing effect to ensure that audiences will not analyse or act on information in
ways unhelpful to media programmers
D) contribute to the assimilation of immigrants such as through the main characters on television
shows
Answer: B

93) Canadian society's growing dependence on electronic transactions has greatly increased concerns
about:
A) users' reading and analytical skills B) a loss of culture
C) users' privacy D) the economy
Answer: C

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 94) Functionalistsnote that there are both positive and negative responses to media. Adams and Smith
found a positive response that:
A) social media can foster independence in teens
B) television shows are becoming less violent and more focused on issues of interest to young
people
C) watching television has become a collective experience
D) for young and not-so—young adults a new form of tribalism is emerging as communities
develop around common interests
Answer: D

95) Which answer or answers are accurate about media?

A) electronic media are a source of constant debates
B) while older media forms were one-way communicators, modern forms are more interactive and
some allow users to take charge
C) few people in modern American society do not use some form of electronic media
D) all of these answers are correct
Answer: D

ESSAY. Write your answer in the space provided or on a separate sheet of paper.

96) Discussthe role of the media from the functionalist perspective and give examples to illustrate the
impact of the media on social life.
Answer: Answers will vary.
Functionalist focus  define and describe general functionalist approach (stability,
interdependence, etc.) than as applied to media  explain socialization, enforcement of social
norms, status, necrotizing dysfunction
Park  immigrants reading newspapers, access to news or events, diaspora communities' connection,
promotion of consumption (hyperconsumption). Role of media advertizing in support of economy,
provides information about products, provides funding for media sources. But -
Negative impacts e.g. TV as babysitter and ability of pornographers and criminals to use Web

97) "The real power of the media is that they can control what is presented." Discuss
Answer: Describe/define gatekeeping and monitoring (conflict theories).
Role of the Internet  ability to control use of Internet limited  examples of international control
over protests. Media concentration increases controllability of other media, cultural diffusion and U.S.
cultural imperialism, monopoly of ideas, opinions, sources, quality of information.
Able to control unwanted content such as pornography and to present to a niche audience but latter cou
encourage loss of tolerance.
Always returns to rich white male control but with potential for resistance and/or new forms of media
e.g. Snowden, WikiLeaks, and social media such as U-Tube or Facebook.

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98) To what extent has the media created a global village or a global torrent?
Answer: Global village  McLuhan's discussion, electronically interconnected world where people
consume a mass culture. Excludes people whose values differ from dominant group. McLuhan
argued that a "Big Brother" would be created, with a single prevailing voice. Right to privacy
possible victim as surveillance more advanced. Abuse of privacy including criminal activity 
describe…
Global torrent  media concentration and ability to manipulate consumers, media permeating
all aspects of life. Not just direct communication but opening up research access to
information and databases. Potential to drown unique cultures in a tsunami of dominant (i.e.
USA) culture.

99) Discussthe similarities between the conflict and feminist perspectives regarding the significance of
the media in shaping social attitudes.
Answer: Answers will vary.
Conflict theory: Describe/define gatekeeping by the "white, male and wealthy." Not as easy on Internet
Lack of gatekeeping  cyberbullying, demonstrations etc. Advanced use of media monitoring
(define and describe) of interest to government. Describe/.define dominant ideology and
hegemony  contribution to continuing power of corporate elites. Lack of diversity  extent to
which media racist, colour code discussion. TV content ignores reality. Global love/hate relationship
with US media
Feminist theories: Agree media stereotype and misrepresent reality. Creation of stereotypical, limiting
images of sexes. Three problems described. Continuing concern  pornography on net. Implicit
endorsement of violence v. women, misogyny, impact of sex industry on the actors.
Patriarchal power. Differences in male  female use of Internet. Post modern feminism focus on
the individual.
Overlap, but major focus of one on dominant groups, noted as mainly male, the other on patriarchal
power as opposed to male…system v. group. Feminist focus  women, Conflict theorist Fleras
racism of media and dominance rich white males. Feminist theories varied  not addressed in
the chapter. Both agree women and other minorities suffer from dominant ideology. Conflict
interested in institutionalized racism, feminist focus on women as minority group. In other
chapters feminisms including race and social class. Differences more one of focus than
content.

17
100) 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, including phenomena such as narrowcasting.
Answer: Answers will vary.
Define and describe Interactionist theory in general and then as applied to media.
Face to face and non-interactive media.
Audience is essential to media  cannot exist without one, and audiences are distinctive in terms of
specific characteristics such as age, income, education or political allegiance
Emergence of friendship networks, use by politicians and celebrities in staged events to enhance status
by use of symbols and positioning to impress audience.
Shared understandings of the meaning of social phenomena and new forms of communication that
bridge distance such as Skype dating services and other Internet.
Broadcasting and narrowcasting and a less tolerant audience that may ensue.
Inequality and unequal access to media for different audience groups may reinforce inequality.
Audience may become more important as media get smarter at targeting groups. Messages and
programs aimed at niche or segmented audience in narrow casting reflects importance of audience to
media, shapes ad placement and timing as well as content. Can now find specific connections between
groups.
Development of opinion leaders who work to 'convert' others to their view. Could they be next target fo
monitoring and narrowcasting?
Interactionists show relations between audience and media, demonstrating that while media makers
may be powerful, their need for a cooperative audience limits what they can do to some extent.

18
Answer Key
Testname: UNTITLED10

1) TRUE
2) TRUE
3) TRUE
4) FALSE
5) FALSE
6) TRUE
7) FALSE
8) TRUE
9) FALSE
10) FALSE
11) D
12) C
13) A
14) D
15) B
16) C
17) D
18) A
19) A
20) B
21) B
22) B
23) D
24) C
25) A
26) A
27) C
28) C
29) B
30) A
31) D
32) B
33) D
34) A
35) B
36) D
37) C
38) C
39) B
40) D
41) B
42) B
43) B
44) A
45) B
46) A
47) D
48) C
49) D
50) A
19
Answer Key
Testname: UNTITLED10

51) D
52) C
53) D
54) C
55) D
56) A
57) D
58) C
59) A
60) C
61) A
62) C
63) B
64) B
65) D
66) D
67) D
68) D
69) C
70) A
71) D
72) B
73) B
74) A
75) A
76) D
77) D
78) D
79) B
80) B
81) D
82) C
83) C
84) C
85) B
86) A
87) B
88) D
89) A
90) A
91) C
92) B
93) C
94) D
95) D

20
Answer Key
Testname: UNTITLED10

96) Answers will vary.

Functionalist focus  define and describe general functionalist approach (stability, interdependence, etc.)
than as applied to media  explain socialization, enforcement of social norms, status, necrotizing dysfunction
Park  immigrants reading newspapers, access to news or events, diaspora communities' connection, promotion of
consumption (hyperconsumption). Role of media advertizing in support of economy, provides information about
products, provides funding for media sources. But -
Negative impacts e.g. TV as babysitter and ability of pornographers and criminals to use Web
97) Describe/define gatekeeping and monitoring (conflict theories).
Role of the Internet  ability to control use of Internet limited  examples of international control over protests.
Media concentration increases controllability of other media, cultural diffusion and U.S. cultural imperialism,
monopoly of ideas, opinions, sources, quality of information.
Able to control unwanted content such as pornography and to present to a niche audience but latter could encourage
loss of tolerance.
Always returns to rich white male control but with potential for resistance and/or new forms of media e.g. Snowden
WikiLeaks, and social media such as U-Tube or Facebook.
98) Global village  McLuhan's discussion, electronically interconnected world where people consume a
mass culture. Excludes people whose values differ from dominant group. McLuhan argued that a "Big
Brother" would be created, with a single prevailing voice. Right to privacy possible victim as surveillance
more advanced. Abuse of privacy including criminal activity  describe…
Global torrent  media concentration and ability to manipulate consumers, media permeating all aspects of
life. Not just direct communication but opening up research access to information and databases. Potential
to drown unique cultures in a tsunami of dominant (i.e. USA) culture.
99) Answers will vary.
Conflict theory: Describe/define gatekeeping by the "white, male and wealthy." Not as easy on Internet. Lack of
gatekeeping  cyberbullying, demonstrations etc. Advanced use of media monitoring (define and describe)
of interest to government. Describe/.define dominant ideology and hegemony  contribution to continuing
power of corporate elites. Lack of diversity  extent to which media racist, colour code discussion. TV content
ignores reality. Global love/hate relationship with US media
Feminist theories: Agree media stereotype and misrepresent reality. Creation of stereotypical, limiting images of
sexes. Three problems described. Continuing concern  pornography on net. Implicit endorsement of violence
v. women, misogyny, impact of sex industry on the actors. Patriarchal power. Differences in male 
female use of Internet. Post modern feminism focus on the individual.
Overlap, but major focus of one on dominant groups, noted as mainly male, the other on patriarchal power as oppos
to male…system v. group. Feminist focus  women, Conflict theorist Fleras  racism of media and
dominance rich white males. Feminist theories varied  not addressed in the chapter. Both agree women
and other minorities suffer from dominant ideology. Conflict interested in institutionalized racism,
feminist focus on women as minority group. In other chapters feminisms including race and social class.
Differences more one of focus than content.

21
Answer Key
Testname: UNTITLED10

100) Answers will vary.

Define and describe Interactionist theory in general and then as applied to media.
Face to face and non-interactive media.
Audience is essential to media  cannot exist without one, and audiences are distinctive in terms of specific
characteristics such as age, income, education or political allegiance
Emergence of friendship networks, use by politicians and celebrities in staged events to enhance status by use of
symbols and positioning to impress audience.
Shared understandings of the meaning of social phenomena and new forms of communication that bridge distance
such as Skype dating services and other Internet.
Broadcasting and narrowcasting and a less tolerant audience that may ensue.
Inequality and unequal access to media for different audience groups may reinforce inequality. Audience may
become more important as media get smarter at targeting groups. Messages and programs aimed at niche or
segmented audience in narrow casting reflects importance of audience to media, shapes ad placement and timing as
well as content. Can now find specific connections between groups.
Development of opinion leaders who work to 'convert' others to their view. Could they be next target for monitorin
and narrowcasting?
Interactionists show relations between audience and media, demonstrating that while media makers may be
powerful, their need for a cooperative audience limits what they can do to some extent.

22