Mass Media Reading Quizzes

Which early event(s) contributed to the growth of the U.S. book publishing industry in the 20th century?
Founding of the Book-of-the-Month Club
True or False: Before 1891, American authors and foreign authors cost the same to publishing houses.
False
Like any business, publishing houses want to build their profits. What do they look for to increase the bottom line?
Subsidiary and international rights
Which of the following is NOT an example of how technology has changed the way books are produced and promoted:
Streamlining the publishing process to save on natural resources.
The introduction of paperback books in the early 20th century resulted in:
A democratization of reading in America.
It takes approximately ________ months from the time a book deal is signed by an editor until the book is published.
18
Through the Revolutionary War, who was the most-read author in America?
Thomas Paine
In the phrase “the culture and commerce of publishing,” commerce refers to making money. What does “culture” refer to?
The importance of publishing only those books that reflect American ideals.
True or False: Book Publishers make most of their money from mass market paperbacks, audio books & e-books.
False
Which of the following is NOT why the Google Book Project is controversial?
Possible lawsuits over book content.
Internet versions of newspapers:
generate a lot less revenue for advertising than paper editions
Early colonial newspapers:
printed “Published by Authority” on the first page to indicate British approval
What was the U.S. federal government’s first attempt to control the press?
the Alien and Sedition Laws
The first major competition for newsreaders in America came from:
radio
Women sometimes became publishers in colonial times because:
they belonged to families of printers
Language that incites rebellion against the government is called:
seditious
Which of the following is NOT associated with tabloid journalism?
investigative journalism on important public issues
The alternative press:
challenged the conventional wisdom and espoused “radical” ideas
To attract more readers, newspapers:
have added special sections for young people and women
Yellow journalism:
is a form of sensationalized reporting that emphasizes crime, sex and violence
True or False: Parenting is the nation’s most successful family magazine.
True
True or False: Today, most magazines are general interest and still play the cutting-edge social, political and cultural role they played in the past.
False
Magazine growth was encouraged by:
the Postal Act of 1879
When you read a magazine and give it to a friend, this is an example of:
pass-along readership
People in a particular industry read ________ to learn more about their business.
trade, technical and professional magazines
Why do magazine companies consolidate ownership?
so that advertisers will be able to reach only the people they want
Which medium can be most effective at targeting an audience?
magazines
Magazines traditionally have been more open than newspapers to literary and journalistic contributions by female writers because:
women have been a sizable potential audience for magazines, more so than newspapers
The type of magazine that makes the most money is:
consumer magazines
“Muckraker” was a derogatory slang term for a magazine journalist who investigated and reported on:
abuses by government and big business
HD radio:
makes it possible for radio stations to transmit real-time text-based information services as well as
programming.
The Radio Act of 1912:
required federal licenses for people who wanted to broadcast or receive messages.
Arbitron ratings have been criticized because they:
under-report minority and non-English-speaking listeners.
True or False: Supporters of deregulation believe that radio will become more competitive because the larger companies can give more financial support to their stations than single owners can.
True
The most significant trend in radio today is toward:
greater audience segmentation.
Blanket licensing meant that:
the American Society of Composers, Authors and Publishers charged stations a fee for licensed music.
The disc jockey, as a media personality, was made possible by
cooperative broadcast licensing by BMI.
Payola
concerns the payment of cash or gifts by recording companies to disc jockeys or program directors in exchange for air play.
Identifying a specific audience segment and programming is called:
narrowcasting.
The Telecommunications Act of 1996:
removed government restrictions on the radio industry.
True or False: The movie industry makes more money each year than the newspaper, television or book businesses.
False
Because of the practice of block booking, movie theater owners:
were forced to accept several movies at once.
What was or were the important contribution(s) of Edwin S. Porter’s 1903 film, The Great Train Robbery?

the use of human action.

shooting at multiple locations.

the introduction of dissolves rather than film splices between shots.

all of the available options

all of the available options.
The U.S. v. Paramount Pictures case led to:
the major studios divesting themselves of their theaters.
Movie censorship codes changed forever:
with the release of Man With the Golden Arm, a film about drug addiction.
D. W. Griffith’s The Birth of a Nation:
portrayed racial stereotypes.

presented a dramatic view of the Civil War and Reconstruction.

cost five times more to make than any other American film up until that time.

made Griffith the first famous director.

all of the available options

all of the available options.
The Hollywood Ten:
were put on trial for contempt, eventually sentenced to jail and later blacklisted.
In the 1920s, the Motion Picture Producers and Distributors Association began cracking down on movie content by:
stating that movies should not be made that will lower the moral standards of viewers.
Which of these 1940s events helped reverse the growth of the movie industry that began in 1930?
the hearings of the House Un-American Activities Committee.
The MPAA began a rating system:
modeled on Great Britain’s system.
Which is NOT one of the challenges facing the Internet?
government deregulation
The “digital divide” refers to the fact that:
the lack of access to digital technology among low-income, rural and minority groups.
Intellectual property rights:
concern the rights of creative people to be compensated for the use of their work.
The media theory termed “convergence”:
all of the available options.
The main advantage for advertisers on the Web is:
they can get instant electronic feedback on the effectiveness of their ads.
Most people go online to find:
to organize and deliver information and entertainment.
Which of the following is NOT true about online advertising?
many commercial Web sites do not feature advertising.
The Internet is completely different from traditional media because of:
absence of central control for content.
Internet Neutrality means:
rules that require Internet providers to keep their networks open and available to carry all legal content.
The Internet is:
a combination of millions of computer networks sending and receiving data worldwide.
In the 1800s, most media owners’ response to consumer complaints about advertising was to:
develop an open advertising policy, which allowed them to continue to accept ads while criticizing the ads at the same time
True or False: Advertising on the Internet general guarantees increased sales for advertisers.
False
The rate at which someone visits a Web site to learn more because of an Internet ad is called:
the “click-through” rate
In a practice adopted from radio, early television programs usually:
carried direct sponsorship
The term “demographics” refers to:
the analysis of audience characteristics such as gender, age and marital status
The ubiquity of advertising means that:
advertising is everywhere
One of the main arguments against advertising is:
advertising reduces competition and creates monopolies
Advertising is:
how American consumers pay for most of their media
What is “viral marketing”?
pass-along advertising messages
The federal agency with the main responsibility for monitoring ads for deception is the:
Federal Trade Commission
In this model of public relations, the public relations professional works with traditional mass media to place information in newspapers, magazines, television and radio.
public information model
True or False: Public relations is considered a mass medium.
False
The first publicity firms in the United States were hired to:
overcome public criticism of railroads and other industries
The Internet offers many benefits for public relations companies because:
all available options
Many firms attempt to use PR to get positive publicity for their products because:
it is cheaper to get a publicity release published than to purchase an ad
According to the Public Relations Society of America, public relations is the:
development and maintenance of mutually beneficial relationships
In the future, PR people must:
all available options
According to the textbook chapter, public relations involves:
creating understanding for or goodwill toward, a company, a person or a product
Which of the following is NOT recommended by public relations experts if a company has a public relations crisis?
avoid telling the whole truth to the media
______ involves two-way communication and is considered the most effective form of public relations.
symmetrical communication
The broadcast media:
are regulated by the Federal Communications Commission
Which legislation led to a conflict between the FBI and libraries over government access to library records?
The PATRIOT Act
The law designed to prevent illegal copying of material on the Internet is:
the Digital Millennium Copyright Act.
The Communications Decency Act:
attempted to define and control user access to specific programs and content.
The media can invade privacy by:
all available options.
After the Roth and Miller cases, determining obscenity is the responsibility of:
local courts.
In the New York Times v. Sullivan decision, the Supreme Court held that:
a public official must prove that the story was published with a reckless disregard for the truth.
True or False: Beginning in 2003, the U.S. government adopted a system for war reporting called “embedding.”
True
Which of the following is not true of efforts to censor books, magazines and films?
To Kill a Mockingbird by Harper Lee has never been targeted by censors.
The belief that the U.S. press should be free from government control originated with the:
First Amendment.
Believes media’s first goal is to convey truth and not cave in to outside pressure from advertisers or corporate owners.
Libertarian theory
United States and other democracies typically follow this theory.
Libertarian theory
Based on the idea that when people are given all the information on an issue they can discern what is true and what is false and make good choices.
Libertarian theory
Assumes people with opposing viewpoints will be heard
Libertarian theory
Media serve at the government’s pleasure and with the government’s approval.
Authoritarian theory
Media serves as a propaganda outlet for economic and social progress as defined by the government.
Developmental theory
Media is owned and operated by the government
Soviet theory
Believes those who control the media can exercise prior restraint.
Soviet theory
Media promotes the country’s social and economic goals.
Developmental theory
Advocates government oversight of media to ensure media acts in society’s best interest.
Social responsibility theory
True or False: In the 1940s, a record “album” consisted of a bound set of ten envelopes with one record and one
song per envelope.
True
Napster was ordered to shut down in 2001 for:
copyright infringement
Which age group is most likely to pay for music?
people who are 45 and older
The most threatening widespread type of piracy for the industry is:
copying of prerecorded music overseas and their sale in the United States
The operations division of a recording company:
manages the technical aspects of the recording
The group that decides the best way to sell recordings is ____.
marketing and promotion
File sharing, as it relates to the music recording industry, means:
downloading music free from the Internet
Which of the following is not true about warning labels on records?

The recording industry chose to regulate itself rather than having the government do so

They came about in 1986 at the urging of the Parents Music Resource Center

The PMRC cited Madonna, Michael Jackson and Prince as having a “destructive influence on
children.”

Tipper Gore, wife of Vice President Albert Gore, was one of the primary members of the PMRC.

Teenagers demanded labeling of explicit lyrics

Teenagers demanded labeling of explicit lyrics
Billboard Magazine today:

measures the air play of music

measures album sales

influences radio play lists and artist popularity

publishes more than two dozen music industry charts

all available options

all available options
Because of file sharing, the Recording Industry Association of America (RIAA) has:
sued individuals who downloaded music