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Question
Which of the following does not fit with David Morley's theory of audience member?a. Audiences can read the preferred reading
b. Audiences can develop a "negotiated" reading
c. Audiences are passive viewers
d. Audience can read the oppositional reading
Answer
This answer is hidden. It contains 1 characters.
Related questions
Q:
The term polysemy is defined as the notion that:
a. Multiple images have the same meaning
b. Multiple sources provide meaning to texts
c. Media texts have multiple meanings
d. Multiple authors create one media text
Q:
"Polysemy" refers to the idea that media texts can have multiple meanings.
a. True
b. False
Q:
Stuart Hall's Encoding-Decoding model of communication indicates that media messages need to be transmitted via interpersonal channels.
a. True
b. False
Q:
In decoding media contents, readers' social positions often matter. Which of the following is not a social constraint that may affect the decoding process?
a. Readers' race
b. Readers' social class
c. Readers' gender
d. Readers' mood
Q:
In Joshua Gamson's study of celebrity watching, he found that some audience members do all of the following except:
a. Believe what they see
b. See celebrities as artificial creations
c. Are "game players"
d. Created television shows
Q:
"Discursive" resources:
a. Create passive recipients
b. Are cultural tools that help us to decode media texts
c. Are the same for everyone
d. Are secondary ideologies
Q:
The "encoding-decoding" model in media research includes the following except:
a. A message constructed by media producers, and its interpretation by the audience
b. Audiences using broader cultural codes to interpret the meaning of media texts
c. A specific encoded meaning may not result in a specific decoded interpretation
d. Programming and using computer codes
Q:
The "Mass Society" of the early 20th century is characterized by interpersonal isolation.
a. True
b. False
Q:
The famous photo of a Chinese demonstrator in front of a tank near Tiananmen Square illustrates how:
a. The minimal effects model operates in the political world
b. Cultural imperialism threatens freedom of the press
c. The meaning of an image can be different in different cultural contexts
d. A staged photo opportunity can be used to promote a political cause
Q:
Which of the following media content tends not to cross international boundaries well?
a. Sex
b. Violence
c. Humor
d. Pop music
Q:
The cultural imperialism thesis argues that:
a. Mass media products have become more significant than so-called high culture
b. American media products have dominated other cultures of the world
c. Youth culture is now the most profitable form of media product
d. Independent media have powerful effects on individuals
Q:
Agenda-setting refers to the ability of:
a. Politicians to influence the media's agenda
b. The media to influence the public's agenda
c. The public to influence the media's agenda
d. The media to influence politicians' agenda
Q:
The media's influence on political life affects:
a. Mostly regular citizens
b. Mostly political elites and insiders
c. Both political elites and regular citizens
d. Neither political elites nor regular citizens
Q:
Which of the following media effects theory assumes the strongest media impact on individuals?
a. Agenda-setting
b. Two-step flow of communication
c. Cultivation
d. Hypodermic media effects
Q:
The idea that American media and culture are so powerful that they subjugate other cultures is called ____.
a. cultural imperialism
b. hegemony
c. ideology
d. mainstreaming
Q:
Race is a socially constructed concept.
a. True
b. False
Q:
Hispanic characters are overrepresented in movies and television today.
a. True
b. False
Q:
"Mammy," "Jezebel," and "Sapphire" are common media stereotypes of __________.
a. Black females
b. Latinas
c. Asian females
d. White females
Q:
If a media company integrates a talent agency, a film studio, and a movie theater, this is called ________ integration.
a. vertical
b. horizontal
c. spiral
d. linear
Q:
When advertisers sponsor TV programs, they are especially interested in the:
a. Name of the program's producer
b. Network executives they will be working with
c. Scripts for upcoming episodes
d. Size and make-up of the audience
Q:
The belief that "nothing succeeds like success" leads network television executives to:
a. Develop programs that copy key traits of current ratings leaders
b. Develop programs about successful businesspeople
c. Move program time slots in search of a successful slot on the schedule
d. Look for new talent on a regular basis
Q:
The notion of a "private ministry of information" refers to:
a. A small number of private firms dominating the media industry
b. Government interference in the media industry
c. The rise of the computer Internet as a form of communication
d. High taxes on media companies
Q:
Sociologists often link discussions of social relations to the concepts of "Structure" and "Agency." What are they, and how do they relate to each other? Do they have equal relationships? Are they at odds? In your discussion, include at least one specific example.
Q:
What are some differences between face-to-face and mass-mediated communication for readers? How does this distinction affect politics?
Q:
Media reporting of crime can create a moral panic.
a. True
b. False
Q:
Which of the following is NOT as example of how audiences are users of media?
a. Updating Facebook
b. Uploading a video on YouTube
c. Posting music on Tumblr
d. Reading a news story online
Q:
In sociology, agency generally refers to:
a. Intentional and undetermined human action
b. Any social organization or institution
c. Public communication processes
d. Larger social infrastructure
Q:
Television was widely introduced in the United States during the:
a. Late '20s and early '30s
b. Late '30s and early '40s
c. Late '40s and early '50s
d. Late '50s and early '60s
Q:
The introduction of broadcast media marked the first time that media producers did not have to:
a. Worry about costs
b. Limit themselves to local distribution
c. Rely on steam-generated power
d. Physically distribute their products
Q:
The first broadcast medium was:
a. Radio
b. Movies
c. Television
d. Telegraph