Q&A Hero

Q: The name “Yahoo” was inspired by a name of a hobbit in The Lord of the Rings.

Q: If television is considered a “ten-foot medium,” a handheld mobile device such as a smart phone would be considered a __________ medium.

Q: In the wake of its Gulf Oil spill BP reduced its online advertising in hopes that having a lower profile might avoid further antagonizing the public.

Q: Demassification means that mass media are narrowing their audience focus.

Q: The hugely successful media company founded by Mark Zuckerberg is __________.

Q: Podcasting is another name for “on-demand radio broadcasting.”

Q: Yahoo is the leader in market share among all search engines.

Q: The Huffington Post is an example of a news _________ site.

Q: The Tylenol tampering case is a good example of proactive media relations.

Q: When media coverage shapes how people see issues, this is called A) framing. B) homogeneity.. C) conflict. D)status conferral

Q: During the 2003 invasion of Iraq, news coverage was provided by __________ reporters who accompanied combat units.

Q: The principle of utility most closely parallels the democratic principle of majority rule.

Q: What is the term for the ability of television, through emotion-raising video, to elevate distant issues on the domestic public agenda? A) CNN effect B) framing C) agenda-setting D) sound-bite effect

Q: The uncensored field reporting during the Vietnam War was known as __________ reporting.

Q: Immanuel Kant believed in hard thinking, not ethical codes.

Q: The general trend among the mass media today is to seek the largest possible mass audience.

Q: The long-held belief that mass media must be free of the government for democracy to work is being re-examined in light of economic conditions that threaten the existence of many media.

Q: Adam Curry, who is often called “podfather,” is said to have invented podcasting.

Q: By providing free access to most sites on the Internet Netscape and similar browsers put many subscription-only walled gardens out of business.

Q: The media staff who exercise their news judgment to determine what stories will be reported and how they will be presented are called __________.

Q: After a devastating product tampering case, Tylenol never again regained its position as a market leader in the analgesic field.

Q: If you want to increase the confidence level in a poll and, at the same time, reduce the margin of error, you need to use a larger sample.

Q: __________ is the term used to describe the fact that the amount and importance of the news that’s available to report varies from day to day.

Q: BP launched one of the biggest and most expensive image management campaigns in history, but it failed miserably because the public saw a huge gap between the image and reality.

Q: Statisticians consider 834 to be the minimum number of people needed to guarantee a margin of error lower than 5 percent.

Q: Over time, mass media contribute to the evolution of society’s view of what is considered acceptable and what is unacceptable behavior .

Q: “Washington turnstile” is a derisive term for the way some people move back and forth between government jobs regulating an industry and private sector jobs in that same industry.

Q: MP3 players have contributed to an increased radio audience.

Q: Marc Andreessen and friends developed the software that became Netscape while they were graduate students at the University of Illinois.

Q: The Judeo-Christian principle of “Do unto others” is a problem-free prescription for mass media professionals.

Q: Thorough media coverage presented over time tends to bring about societal consensus even on controversial issues.

Q: Trade groups are organizations created to achieve mutually beneficial goals by businesses operating in the same or, possibly, in a closely related industry.

Q: Terrestrial radio no longer exists because of digital advancements.

Q: Netscape was the first commercially available Internet browser.

Q: The space left after the advertising department has placed all of the ads it has sold in the papers is called the __________.

Q: Image management is NOT a service routinely provided by public relations.

Q: One serious flaw in probability sampling is that not everyone in the population being sampled has an equal chance to be selected.

Q: What is the CNN Effect? A) news organizations going to 24 hour formats B) more brief headline stories C) the power of television to interest people in faraway issues D) Atlanta replacing Washington as the nation’s news capital

Q: Edwin Stanton was the Secretary of War who organized censorship of sensitive military news during the ___________.

Q: The categorical imperative is associated mostly with Aristotle.

Q: The government of __________ appears to have taken the lead in linking its remote villages to the rest of the world using digital, wireless technology.

Q: The broadcasting Equal Time Rule gives an advantage to concise candidates but not necessarily more qualified candidates.

Q: Regrettably, the mass media’s ability to unify and bind society only applies to negative situations and times of pain, sorrow, and tragedy.

Q: Monopolies are now legal in the United States.

Q: Sirius and XM, once independent satellite radio networks, have merged into one company.

Q: America Online used the walled-garden concept in providing Internet services.

Q: Rachel Maddow has successfully challenged the dominance of the “old boys’ club” of political commentators since she went on the air for __________ during the 2008 presidential election.

Q: Media relations is a critical part of the larger tactical function of promotion.

Q: If a political candidate is interested in results of a poll about public policy issues, the candidate likely would consult one done by the Pew Research Center.

Q: News coverage of such issues as civil rights, Watergate and the White House scandals demonstrate that news coverage A) by and large calls on people to take a position. B) is against government. C) doesn’t cause change directly but serves as a catalyst to start discussions. D) is informative but has little impact beyond the events covered.

Q: NPR is much more financially secure since it received millions of dollars from the widow of the founder of McDonald’s restaurant chain.

Q: The Digital Lifestyle era represents even more interconnectivity and integration of media than the Computer Revolution and the Internet Revolution that preceded it.

Q: The __________ function of news organizations is to monitor the performance of government and other institutions of society.

Q: The three primary tactics built into most long-term public relations campaigns are promotion, image management, and advocacy.

Q: Arbitron is a company that is primarily known for measuring television audiences.

Q: Agenda-setting is the process by which the media A) establish the course of a political argument. B) tell people what to think. C) arrange political stories in a particular order for broadcast. D) tell people what to think about.

Q: Entrepreneurs in __________ moved faster than their government and established over 100,000 Internet cafes before the government was set to monitor and censor Internet traffic.

Q: The __________ of the U.S. Constitution contains protects free speech.

Q: Immanuel Kant devised the Golden Mean for moral decision-making.

Q: Media coverage of events like Arab Spring, the Asian tsunamis, Hurricane Katrina or even the Super Bowl provide a shared cultural experience.

Q: Oligopoly is the term to describe an industry characterized by multiple companies effectively competing against each other.

Q: The audience has ethical expectations of mass media, which complicates attempts to craft a one-size-fits-all ethics code.

Q: The mass media can help a society identify its values and establish a cultural identity.

Q: Consolidation occurs in most industries as they mature, and the mass media have been no exception.

Q: NPR went on the air in the 1930s.

Q: The impact of the Information Revolution is already as far-reaching as the Industrial Revolution that began two centuries ago.

Q: _________ is seeing things on the basis of personal experience and values.

Q: Paul Garrett, General Motor’s public relations chief during the Great Depression, learned the craft of public relations from the government’s Creel Committee in World War I.

Q: Susan Whiting founded the Institute of American Public Opinion.

Q: Scholars Maxwell McCombs and Don Shaw are best known for their pioneering work focusing on A) news conflict. B) agenda setting. C) visual communication. D) news scheduling.

Q: By the 1940s, Gallup had switched from quota sampling to probability sampling because it provided more accuracy and reliability in predicting election outcomes.

Q: Which of the following is supposed to shape what we think about, but should not shape how we think about it? A) a television political commentator B) a high school or college C) media news coverage D) a Wall Street stock analyst

Q: Although people make occasional errors in truth-seeking, they eventually discover the errors and correct them. This is called the __________process.

Q: What inhibits Internet political content? A) government fees B) federal law C) web site filters D) civil suits between individuals on issues like libel and invasion of privacy Answer: D, Topic: Media Role in Governance

Q: John Milton with his argument for the marketplace of ideas was an early __________ thinker.

Q: Ethically, the media should feel an obligation to live up to whatever public image they have tried to present of themselves.

Q: A far-reaching effect of mass media has been as a cultural unifier.

Q: The entrepreneurial phase of a mass medium’s evolution requires the right combination of vision, capital, and risk; even then, most new initiatives fail.

Q: The proliferation of talk radio formats creates a perception of more news and information being on the air than ever before, but there are actually fewer stations broadcasting news.

Q: The general term for the period from 1984 to the present is Era of Digital Lifestyle.