Ulga's research is just about complete. Now, comes the worrying. She is concerned that the multiple studies she conducted over the course of six months might produce inconsistent and less-than-stable results. What is Ulga concerned about? a. the generalizability of her     research  b. the reliability of her     research  c. the correlation of her     research  d. the validity of her research  You are conducting a study on the role of Baptist church leaders in determining voter patterns in small rural communities. Which one of these theoretical frameworks would best fit your project? a. ethnographic research  b. social learning theory  c. multistep flow  d. survey research  Which of these scenarios provides the best example of a problem uses and gratifications theory would address? a. An analysis of how     documentary filmmaking represents indigenous tribes.  b. An analysis of the impact of     violent video games on teenagers.  c. An analysis of why housewives     watch soap operas in the afternoon.  d. An analysis of radio's     negative effects on childhood attention spans.  The effects of media violence are one of the most enduring topics in the annals of media effects research. a.     True b.     False The     small and unrepresentative samples used in experimental studies, which     often consist of college students in introductory classes or the children     of university professors, raise questions about generalizability. a.         True b.         False Through research, it is clear that people's intended     use the media is for which of the following purposes? a. to get more work         accomplished  b. to entertain and relax         themselves  c. to invest in new         technologies  d. to further educate         themselves  Which of these definitions best encapsulates the goal     of media effects research? a. To help individuals         understand how hegemony is produced and maintained through media.  b. To help individuals         understand how they can use media to enrich their daily lives.  c. To help understand how         media exposure can produce certain behavioral or attitude change.  d. To help understand how         technological innovations create massive social changes.  Julia's management team is conducting research in     which they'll create profiles of media content and identify trends in     content over time. Their main objective is to find out how much sexually     explicit content there is in prime-time cable television. Their task will     be time-consuming, and so they will only be taking a limited sample     (probably one week's worth). What type of research are Julia and her     management team conducting? a. content analysis  b. survey  c. big data  d. ethnographic  Which of the following BEST explains Joshua's     avoidance of long hours of video game play so that his mother ...

1. Ulga's research is just about complete. Now, comes the
worrying. She is concerned that the multiple studies she
conducted over the course of six months might produce
inconsistent and less-than-stable results. What is Ulga
concerned about?
a. the generalizability of her research
b. the reliability of her research
c. the correlation of her research
d. the validity of her research
You are conducting a study on the role of Baptist church leaders
in determining voter patterns in small rural communities. Which
one of these theoretical frameworks would best fit your project?

2. a. ethnographic research
b. social learning theory
c. multistep flow
d. survey research
Which of these scenarios provides the best example of a
problem uses and gratifications theory would address?
a. An analysis of how documentary filmmaking represents
indigenous tribes.
b. An analysis of the impact of violent video games on
teenagers.

3. c. An analysis of why housewives watch soap operas in the
afternoon.
d. An analysis of radio's negative effects on childhood
attention spans.
The effects of media violence are one of the most enduring
topics in the annals of media effects research.
a. True
b. False
The small and unrepresentative samples used in experimental
studies, which often consist of college students in
introductory classes or the children of university professors,
raise questions about generalizability.
a. True
b. False

4. Through research, it is clear that people's intended use the
media is for which of the following purposes?
a. to get more work accomplished
b. to entertain and relax themselves
c. to invest in new technologies
d. to further educate themselves
Which of these definitions best encapsulates the goal of
media effects research?
a. To help individuals understand how hegemony is
produced and maintained through media.

5. b. To help individuals understand how they can use media
to enrich their daily lives.
c. To help understand how media exposure can produce
certain behavioral or attitude change.
d. To help understand how technological innovations
create massive social changes.
Julia's management team is conducting research in which
they'll create profiles of media content and identify trends in
content over time. Their main objective is to find out how
much sexually explicit content there is in prime-time cable
television. Their task will be time-consuming, and so they
will only be taking a limited sample (probably one week's
worth). What type of research are Julia and her management
team conducting?
a. content analysis
b. survey

6. c. big data
d. ethnographic
Which of the following BEST explains Joshua's avoidance of
long hours of video game play so that his mother does not take
away his PlayStation altogether?
a. cultivation theory
b. the theory of limited effects
c. social learning theory
d. uses and gratifications

7. The degree to which we are actually measuring what we
intend to measure is the ________ of the research.
a. reliability
b. validity
c. generalizability
d. correlation
Your research team is trying to develop a comprehensive
report on how often local television news talks about the
Republican candidate for state governor. How would you
investigate this problem?
a. You would hold a focus group to have television
viewers talk about which candidate they supported.

8. b. You would use quantitative methods that counted the
number of times Republican candidates are mentioned.
c. You would use a quantitative survey to determine which
candidate viewers of each television station preferred.
d. You would use qualitative methods to determine which
political party television news staff and reporters
supported.
The impact of new media on psychological well-being
remains _________.
a. unknown
b. controversial

9. c. very negative
d. very positive
Which of the following is TRUE of inductive research methods?
a. Critical theorists disfavor them.
b. They cannot be interpretive.
c. They are often deductive.
d. They can also be interpretive.
One type of content analysis (qualitative) counts the acts, and
another type of content analysis (quantitative) examines how
the acts should be regarded.

10. a. True
b. False
The theory of limited effects holds that the effects of the mass
media on individuals are _______.
a. unlimited
b. insignificant
c. slight
d. great
You have been assigned to research behaviors related to various
reactions to different types of media. The one firm directive you
have been given is that you must observe the subjects in their
natural settings. Which of the following is TRUE about the

11. research you will be conducting?
a. It must not include either qualitative or quantitative
methods.
b. It must include quantitative methods.
c. It must include both qualitative and quantitative methods.
d. It must include qualitative methods.
Which of the following is TRUE of studies conducted on
media's effect on violent behavior?
a. No study has ever effectively correlated media exposure to
violent behavior.

12. b. Researchers disagree over the validity of methods used and
studies conducted on media exposure and violent behavior.
c. All studies point to a correlation of media exposure and
violent behavior.
d. Researchers almost unanimously agree on the validity of
methods used and studies conducted on media exposure and
violent behavior.
Which of the following is TRUE of experimental research?
a. It cannot rule out competing explanations for the results.
b. It studies media effects under carefully controlled
conditions.
c. There is never a question about generalizability.

13. d. The division into groups of experimental subjects must not
be random.
Some social scientists use quantitative methods to enumerate
their findings and analyze statistical relationships between
dependent and independent variables.
a. True
b. False
Which of the following is TRUE of administrative research?
a. It utilizes inductive methods.
b. It can result in a "criticism" of the media.
c. It critiques the basic foundations of existing media
institutions.

14. d. It is interpretive.
Roberta has come up with an idea for a gadget that will prevent
headphone wires from tangling up into knots inside of users'
pockets. She is so excited about the idea, that she decided to get
a patent for it. How long does Roberta have before others can
start using her idea for this gadget?
a. 5 years
b. 10 years
c. 50 years
d. 20 years
Intellectual property laws protect the original ideas of
individuals and institutions through patents, copyrights, and

15. trademarks.
a. True
b. False
Which of the following would NOT be protected by the First
Amendment's Free Speech clause?
a. watching adult pornography in the privacy of your home
b. broadcasting a swear-filled political speech over the radio
waves
c. walking door-to-door "selling" your religious views to
others
d. speaking out in protest against a celebrity's stance on
marijuana

16. Margot's company is a huge player in its industry of recording
musical artists. Her company, combined with just three others
of similar size and importance, control about 95% of the entire
industry. Which of the following can be said about this
situation?
a. It is an example of a monopoly.
b. It is an example of an oligopoly.
c. It is in violation of the First Amendment.
d. It is in violation of the fair use doctrine.
Jeremy's real estate investment company has divisions that
cover sales, rentals, inspections, renovation, financing, real
estate legal services. Which of the following terms applies to
Jeremy's company?

17. a. horizontal integration
b. monopoly
c. oligopoly
d. vertical integration
Which of the following BEST encapsulates the concept of fair
use?
a. Jennifer, an aspiring politician, has borrowed a large
segment from a former candidate's copyrighted advertisement
for use in her opening statements in the debate.
b. John, a high school English teacher, has photocopied a
chapter from a copyrighted nonfiction book for his classroom
to read and discuss.

18. c. Janet, an advertising executive, has borrowed a tag line
from another product's copyrighted marketing materials for
use in a TV ad for a competing product.
d. Joaquin, a successful musician and talented artist, has used
a small portion of a copyrighted song for use in his newly
released single.
Copyrights are superior to a mere patent.
a. True
b. False
Limited frequencies and high initial costs pose ________ so that
few people can actually participate in the "marketplace of
ideas."
a. barriers to entry

19. b. cross-ownership issues
c. violations of fair use
d. freedom of speech violations
Which of the following is TRUE of the Supreme Court?
a. It plays an important role in the enforcement of general
laws that apply to communications (such as the Sherman
Antitrust Act).
b. It serves as the regulatory body charged with domestic
trade policy, such as monitoring trade practices such as
deceptive advertising.
c. It interprets challenges to laws written by Congress and
rules made by the FCC and other federal agencies to see

20. whether they are consistent with the U.S. Constitution.
d. It ultimately writes and rewrites the communications laws
of the land and involves itself in various committees and
subcommittees regarding such laws.
Which Amendment states: "Congress shall make no
law...abridging the freedom of speech, or of the press..."?
a. The First Amendment
b. The Fourth Amendment
c. The Second Amendment
d. The Eighth Amendment
The NTIA was established within the Department of Commerce
to _________.

21. a. enforce the Sherman Antitrust Act
b. interpret First Amendment Rights
c. advise on telecommunications policy
d. prosecute deceptive advertising practices
Why are cable television, satellite radio, and streaming media
not covered by obscenity laws?
a. because Congress has no legal authority over these
institutions
b. because they are enterprises that began after the obscenity
laws were written

22. c. because Congress had to draw the line somewhere, and that
is where it was drawn
d. because they require an extra fee and thus do not enter the
home "unbidden"
Which of the following principles prevents media giant Xfinity
from sifting through all of the content that passes through their
portals in an attempt to favor their own content?
a. the First Amendment
b. network neutrality
c. cross-ownership

23. d. fair use
Dawn wrote her newspaper article about the local bank CEO's
alleged transgressions without the final approval from her
editor. Days later, it was proven that the allegations of
transgressions were false. Now, three weeks after the fact, she
and her newspaper are being sued by the CEO. Dawn is very
surprised to know that the words in her article may not be
protected by the First Amendment. Why should she NOT be
surprised?
a. because her article was plagiarized, and therefore is not
protected by the First Amendment
b. because defamation (in this case, in the form of libel) is
not protected by the First Amendment
c. because her article was considered obscene, and therefore
is not protected by the First Amendment
d. because her article incited insurrection, and therefore is
not protected by the First Amendment

24. Kiana's sewing supplies company just purchased five of the only
six existing sewing supply companies other than her own.
Which of the following now exists in the sewing supply
company industry?
a. an oligopoly
b. a monopoly
c. horizontal integration
d. vertical integration
Both vertical integration and horizontal integration violate the
First Amendment of the U.S. Constitution.
a. True

25. b. False
Which of the following concepts was first established by the
Graham Act of 1921?
a. universal service
b. fair use
c. cross-ownership
d. barriers to entry
MediaNet, a dominant media firm, charges excessive amounts
for their products, withholds many of its innovations, and
regularly discourages new competitors by flexing their
"corporate muscles." Which of the following are they MOST
LIKELY in violation of?

26. a. The Copyright Alert System
b. The Sherman Antitrust Act of 1890
c. The Constitution's First Amendment
d. The 1996 Telecommunications Act
What does it mean to say that patents protect against
reverse engineering
?
a. Patents protect against making an invention that performs
the same functions but uses different underlying technology
or instruction.
b. Patents protect against making an invention that, although
quite dissimilar, is sold through the same media channels.

27. c. Patents protect against making an invention that performs
the exact opposite function as one already invented and
patented.
d. Patents protect against making an invention that, while
wholly different, appeals to the same general audience of
users.
When a single company controls an industry, an oligopoly
exists.
a. True
b. False