Exam 1_Final_KEY

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Jan 9, 2024

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EXAM 1: J201 – Introduction to Mass Communication Professor Mike Wagner NAME:___________________________________________TA/Discussion Section:_________ You have 50 minutes to finish the exam. Write your name on the exam . Follow the directions. Raise your hand if you have questions. The exam is closed book, closed notes. Good luck! Multiple Choice (50%, 7.5 points ) Answer every multiple-choice question circling the correct option. Who is Your Favorite teacher? a. Professor Wagner b. Professor McGonagall c. Mr. Garrison d. Ms. Frizzle EACH QUESTION IS WORTH 0.375 POINTS. 20 questions are worth 7.5 points. 1. This function of the news media is the best explanation for why political coverage focuses on the two-party system and not third parties and independents. a. Socialization b. Interpretation c. Surveillance d. Manipulation 2. Heavy television viewers a. Overestimate how many old people there are living in their society. b. Overestimate how likely they are to be the victim of a violent crime. c. Believe that the traditional family and traditional family roles are outdated. d. Believe the president is doing a good job, no matter who the president is. 3. In his study of cultivation, George Gerbner’s finding that the average 12-year-old has seen 8,000 homicides on television is an explanation for a. Framing effects. b. Agenda-setting effects. c. Hostile media perception. d. Mean world syndrome.

4. In equivalency framing situations, people have a general tendency to be risk averse when exposed to a _____frame as a compared to a _____ frame. a. competing; partisan b. partisan; competing c. gains; loss d. loss; gains 5. In their article Beyond the Hashtags, which of the following did Freelon, McIlwain, and Clark discover about the causes of “going viral” in tweets about the Black Lives Matter movement? a. Use of video b. The age of the victim c. The weapon used by the police officer d. All of these e. None of these 6. The news media’s tendency to focus on _________ before a bill becomes a law and _________ after it becomes a law is an example of a _________. a. game frames; issue frames; civic engagement b. game frames; issue frames; news failure c. issue frames; game frames; civic engagement d. issue frames; game frames; news failure 7. The fact that News Corporation owns FOX News and the Wall Street Journal and that the Walt Disney Company owns ABC News and ESPN are examples of a. media bias b. consolidating bias c. vertical integration d. horizontal integration 8. Activists advocating for a Black male charter school in Madison wanted reporters to approach news coverage with a. active objectivity b. traditional objectivity c. race-neutral objectivity d. multi-platform objectivity 9. News coverage that focuses on a narrow range of elite debate. a. Framing b. Cultivation c. Indexing d. Objective 10. Members of this political party are more likely to live in news and social media filter bubbles.

a. Democratic Party b. Republican Party c. Both the Democratic and Republican Parties d. Neither the Democratic or Republican Parties 11. True or False: Search algorithms cannot be biased since they are automated and use artificial intelligence as compared to human decision-making, which is biased. a. True b. False 12. The advertising principle being used if you are searching for flights and the app you are using says, “only 2 left at this price!” a. Immediacy b. Impulsivity c. Scarcity d. Exclusivity 13. True or false: an example of media bias is that Democratic presidential candidates always get more attention than Republican presidential candidates. a. True b. False 14. According to Deb Pierce’s guest lecture, interactive relationships with consumers are more likely in a. Public relations b. Crisis communications c. Digital media marketing d. The Aperture moment 15. More Americans are a part of this political communication repertoire than any other. a. Informed b. Omnivorous c. Avoiders d. Conservative e. Liberal 16. Generation Z men who have fundamentally different cultural attitudes than Generation Z women have this in common. a. They are Republicans b. They are Democrats c. They watch Fox News d. They watch The Joe Rogan Experience

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17. ___________ and ________________are necessary for agenda-setting to occur. a. Fear and attention b. Accessibility and relevance c. Indexing and framing d. News and entertainment 18. People tend to learn more from viewing news on their ________. a. phone b. tablet c. laptop d. radio 19. This model of news coverage finds that the media agenda is limited and skewed and that changes to it are explosive. a. Mirror model b. Objective model c. Alarm-patrol hybrid model d. Indexing model 20. Discovering consumer needs, developing products to meet those needs and using ads as information about how to meet those needs are all components of a. consumer cultivation b. advertising indices c. eliminating knowledge gaps d. the marketing process Essay (50%) Answer one of the three essay questions below. Provide as complete of an answer as you can. Please write neatly and use paragraphs to organize your essay. Total of 7.5 points 6.9=lowest A 6.6 is lowest AB 6.1=lowest B 5.7=lowest C 4.5=lowest D 1. Imagine a relative, who just learned you are taking J201, says to you, “Your professor sounds amazing, but the simple fact is that the media are really biased and have huge effects on public opinion all the time and no one can learn anything from the news.” Based on what we have studied about whether and how news media coverage is or is not biased and the media effects relevant to your relative’s claims (such as:

framing, agenda-setting, knowledge gaps) and write an essay describing how you would answer your relative. Studies of news coverage show that there is not a systematic bias to the news media in terms of political ideology/partisanship. Studies of presidential races show that candidates in both parties have received similar amounts of positive, negative, and neutral attention. Incumbents are more likely to get more attention than challengers in election coverage. Studies of issue frames reported over time highlight how different parties get more attention on different issues – again, lacking evidence of systematic bias. We might think the media are biased in terms of their ownership – media outlets owned by large corporations cover politics differently than organizations that are owned by smaller companies (larger owners do more game framing, provide less issue coverage and cover politics more negatively). In terms of media effects on public opinion, the agenda-setting effect, involving the transfer of salience from the news to individuals, affects what people think is important. But believing something is important is different than developing a specific opinion about an issue. Still, agenda-setting is limited by a number of factors such as the obtrusiveness of an issues, the fragmented media environment, people’s conversations about politics and so forth. Framing effects are another way that the news media affect opinion – by altering the considerations people have about an issue their opinions can be affected. This happens most frequently when only one frame is present in a story. When there are two frames, the effects tend to disappear unless the frames are accompanied by a party label. Then, people tend to adopt the frame from their party in polarized environments and the frame that is the strongest argument in more moderate environments. Can also note equivalency and emphasis frames… Knowledge gap defined and note how TV helps mitigate it. Can also talk about knowledge gaps and effects by context and mode. Context – news deserts, or the framing BLM experiment. Mode with phone, table, laptop studies. Might introduce reasoned choices. 2. Journalism is supposed to report the verifiable truth to help the citizens have the chance to be as informed as possible when making decisions about what they want out of our democratic form of government. Through describing the types of journalism we have discussed in class (traditional, advocacy, tabloid, entertainment), the consequences of media ownership on news coverage, and other matters we have studied that you think are relevant, how well is journalism accomplishing these goals? Does journalism provide enough information for people to make reasoned choices?

Define traditional (MSM sources, objective), advocacy (cable news and some web, ideological), tabloid (sensational) and entertainment journalism. Might describe the functions of journalism (surveillance, interpretation, socialization, manipulation – not required). Note how there are a small number of large corporations that own most media content and that they are mostly horizontally integrated. Larger corporations use more game frames, negative coverage, and provide less issue coverage. The more market competition, the less issue coverage and the more emotional the coverage – regardless of ownership. Regarding the part of the q about citizens being as informed as possible, citizens are not very informed about issues. But they tend to make reasoned choices…though the students might note that voting is a low bar for reasoned choices (don’t have to do this, but they could). Essays need to make a case supported by classroom materials for the position they advocate. Could note how television reduces knowledge gaps. Could note that local news is most used and most trusted…could note that news deserts cause some problems… 3. How are advertising agencies structured and how do they make appeals to potential consumers to get their attention and drive their actions? What are some examples of successful ad campaigns, unsuccessful ads/ad campaigns that we discussed in class ? Thinking about the above factors and the Four Ps, describe how Chipotle’s Boorito promotional campaign is likely to perform this Halloween season. Can describe large firms, creative boutiques, digital/social media companies, medical or political firms that are more specialized, minority agencies and in- house agencies. Might mention 4 Ps, Price, Product, Place, Promotion as elements of marketing. To get attention they might note attempts to use humor, scare, inform. They might note trying to create scarcity, might make ads that don’t look like ads or ads that look like other popular content. Might also try to get people to act now (scarcity, limited time only availability, exclusive pricing, bonuses, giveaways)… For successful ads they could talk the Volkswagen Beetle, Got Milk, women’s campaigns like Dove or Nike. Unsuccessful could be the Pepsi Super Bowl ad about police and protests. Then they need to connect some of these ideas to the Chipotle example from Deb’s lecture, noting the Aperture moment (the right campaign message at the time the audience is most likely to be receptive to it).

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Exam 1_Final_KEY

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