Narrowcasting refers to

targeting audiences with specific demographics

A bunker mentality refers to...

people who overestimate the amount of violence in the world

The Enlightenment was distinguished by an intellectual approach based on...

a scientific & rational perspective

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Quiz 1 Review

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Review for the first CMST 1A03 Quiz

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Questions 25

Answers

1
The "mathematical" model of communication was developed by...
Marshall McLuhan
Harold Lasswell
Shannon and Weaver
Harold Innis
2
Canadian government investment in communications has traditionally stressed...
culture
telecommunications transmission and technology
film and television
media content
3
"Communication" is...
Something people actually do
A form of "social" action
The act of making something common between two people
All of the above
4
Capitalism is characterized by...
wage labour
both a & b
production for profit
community ownership
5
A driver of Canadian media policy is that without it, foreign media may eclipse Canadian media.
False
True
6
The Telecommunications Act focuses on things such as...
all of the above
who owns and controls service provision
what kinds of services are offered
to whom, and on what terms, services are sold
7
Narrowcasting refers to
targeting audiences based on age
targeting audiences of broadcasted media
targeting audiences with specific demographics
targeting audiences during a specific program/event
8
The media depend on government for
information
cheap electricity rates
both a & c
advertising
9
According to the text, "mass communication" means....
a specific group of people
one-way comunication
a mathematical model of communication
communication on a large scale
10
Rhetoric refers to
how things are analyzed
how things are said
how things are encoded
how things are interpreted
11
The spread of the humanist ideas was facilitated by...
the telegraph
the radio
writing and printing
semaphore
12
What lets companies locate people with characteristics similar to their existing audience?
Formative research
Summative research
Lookalike audiences
Google Analytics
13
A bunker mentality refers to...
people who overestimate the amount of violence in the world
None of the above
people who watch tv in excess
people who believe everything in the media
14
This focuses on how audiences interpret media text and reintegrate it in their lives
Feminist Analysis
Cultivation Analysis
Uses and Gratifications Theory
Reception Analysis
15
A map is an example of this
Connotative meaning
Signifier
Sign
Icon
16
What type of analysis places emphasis on the quantitative aspects of media content?
semiotics
content
multi-modal
discourse
17
Technological determinism tends to downplay the role of ________ in the development of society.
human agency
memory
technology
writing
18
An example of "high culture is...
ballet
reality tv
storytelling
popular music
19
The key attraction of reality TV to producers and television networks is...
its cost
its flexibility
its ability to attract audiences
that it employs real life situations
20
How did Edmund Burke label the press?
"the advocate for the people"
"the fourth estate"
"the enemy of the state"
"democracy's partner"
21
Based on ______, the media work selectively to draw attention to specific events/circumstances.
Industry Research
Agenda-Setting Theory
Functionalism
Cultivation Analysis
22
Which technology was key in "shrinking space through time"?
Radio
Television
Printing Press
Telegraph
23
In semiotics, a sign is comprised of...
both a & b
signified
representation
signifier
24
For Innis, what did Rome represent?
an oral society
epic poetry
an electronic society
a literate society
25
The Enlightenment was distinguished by an intellectual approach based on...
a scientific & rational perspective
both A & B
a literary & linguistic perspective
a religious perspective

Quiz 1 Review Flashcards | StudBud