Transcript
QUESTION 1
True/False
1) The theory of Spiral of silence is focused on micro level consequences.
2) By Ubiquity it means that the media are virtually everywhere as sources of information.
3) Marshall McLuhan’s understanding of media was based on the work of Harold Innis, a Canadian political economist.
4) The term Global Village was introduced by Wilber Schramm.
5) Scholars like Tichenor, Donohue, and Olien in 1986 developed a theory of society in which mass media and the use of media messages play a central role.
6) Media system dependency theory assumes that the more a person depends on having his or her needs gratified by media use, the more important will be the role that media play in the person’s life
7) The uses and gratifications approach has its roots in the 1970s.
8) Gerson in 1966 concluded that race was important in predicting how adolescent use the media.
9) Marshall McLuhan coined the term conseffects of media content.
10) Stuart Hall emphasized the stages of transformation through which any media message passes on the way from its origins to its reception and interpretation.
QUESTION 2
Identify the most appropriate option.
According to Agenda-Setting Theory, the media influences the public agenda by:
?Giving more exposure to particular topics
?Telling the audience that a topic is good or bad
?Offering all sides and opinions of the issue
?Polling viewers and readers about their opinions
The Spiral of Silence Theory uniquely focuses on:
?Helixes
?Media
?Public opinion
?Television news
All of the following economic processes are said to have played a part in increasing the
reach of media corporations EXCEPT one. Which one is it?
?Internationalization
?Integration
?Dominance
?Diversification
What does Noelle-Neumann call the personal estimation of the strength of opposing sides on an issue?
?Quasi-statistical sense
?Instinctive response organ
?Intuitive response organ
?Reactional response organ
______________ is the process whereby the news media lead the public in assigning relative importance to various public issues.
?Alienation
?Agenda-setting
?Internationalization
?Consumerism
Noelle-Neumann sees the Spiral of Silence Theory as an all-encompassing theory of public opinion that connects the areas of social psychology, mass media, and
__________.
?Sociology
?Persuasion
?Organizational communication
?Interpersonal communication
__________ is a process through which the media emphasize some aspects of reality and downplay other aspects.
?Priming
?Pushing
?Factoring
?Framing
Which of the following scholars defined agenda-setting as a process whereby the news media lead the public in assigning relative importance to various public issues?
?Maxwell McCombs and Donald Shaw
?Shannon and Weaver
?McLuhan and Donald Shaw
?Maxwell McCombs and Marshall McLuhan
According to Agenda-Setting Theory, the media influences the public agenda by:
?Giving more exposure to particular topics
?Telling the audience that a topic is good or bad
?Offering all sides and opinions of the issue
?Polling viewers and readers about their opinions
Which of the following is an old label that has been revived to identify a socially critical approach which focuses primarily on the relation between the economic structure and dynamics of media industries and the ideological content of media?
?Political economic theory
?Normative theory
?Agenda setting theory
?Spiral of silence theory
Q1. What are middle range theories? Discuss the theory of Elite Pluralism in detail.
[20]
Q2. Discuss the adoption of Systems Models by mass communication theorists. [20]
Q3. The concept of framing is central to a consideration of second-level agenda setting. Discuss.
[20]
According to Kuhn a__________________________ is a set of beliefs, values techniques which are shared by members of a scientific community, and which acts as a guide or map dictating the kinds of problems scientist should address and the types of explanation that are acceptable.
_____________________ relates with the work of A.Comte and E.Durkeim and defines reality as everything that can be perceived through the senses; other sources of knowledge are unreliable.
__________________to theory building gives primacy to observation means from the particular to the general; the process by which theory is generated.
_______________problem exists when a particular theory exhibits inconsistencies that need to be clarified.
A ________________is a consciously simplified description in graphic form of a piece of reality.
_________________models describe systems in terms of energy, forces and their direction, the relations between parts and the influence of one part on another.
_______________includes large scale technologically based distribution devices and systems.
In rebelling against authoritarian theory early ______________ theory argued that there should be no laws governing media operations.
Video games, virtual reality and CD- ROMs come under the realm of _____________media.
_______________model takes into consideration the character of the message and the psychological orientation of the audience member as factors influencing the power of media effects.
