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SUNY at Albany *

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MISC

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Communications

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Feb 20, 2024

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pdf

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3

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Exam I Multiple choice (3 points x 15 = 45 points) 1. Which of the followings is social information? A. The New York Philharmonic Orchestra will perform Beethoven's Ninth Symphony next Friday night. B. The New York Philharmonic Orchestra (NYPO) is one of the leading American orchestras popularly referred to as the "Big Five". C. You need to arrive at the Palace Theatre early on Friday night in case you can't find a parking space D. According to Google maps, it takes 20 minutes to drive from my house to the Palace Theatre 2. Which of the followings is the correct skill of media literacy when you compare the angle of a news report to the liberal ideology? A. Analysis B. Abstracting C. Synthesis D. Evaluation 3. Which of the followings is NOT included in the four dimensions of media literacy A. The behavioral dimension B. The cognitive dimension C. The emotional dimension D. The aesthetic dimension 4. Which of the followings is a psychographic segmentation method to identify useful niches? A. Life style B. Household income C. Ethnic background D. Neighborhoods 5. As the media grow, we are exposed to more ads and are more likely to buy advertised products. Advertising drives the money cycle faster and faster each year. Which of the following is not a part of the “Mone y cycle”? A. Money from us to the advertised products B. to the manufacturers of those products C. to those companies’ advertising agencies D. to the celebrity endorser of the products E. to the media 6. Orson Welles 1939 Mercury Theater presentation of War of the Worlds resulted in a public panic. What Communication theory usually cited this event as an example to demonstrate the central idea of the theory?
A. The magic bullet theory B. The limited effect theory C. The cultivation theory D. The social cognitive theory 7. Mike watched a piece of news from CNN regarding a robbery in his city. However, Mike did not believe it was dangerous in the city when asked. What are the appropriate reasons that could explain Mike’s situation ? (More than one options are correct. You should choose all possible explanations) A. Mike’s baseline of risk for a media effect is low . B. Mike is a light TV viewer. C. Mike has less self-efficacy to be aggressive. D. Mike usually elaborating media information rather than relying on heuristics. E. Mile is an extravert who experience less negativity bias. 8. According to Saling and Phillips (2007), there are four dimensions of automaticity involved in media habit. Which of the following is not one of these dimensions? A. Lack of emotional feelings B. lack of awareness C. lack of efficiency D. lack of intention 9. Tom is a primary school student in grade two. He did not show any violent behaviors after watching a TV program loaded with "happy violence". How can we explain this case? (More than one options are correct. You should choose all possible explanations) A. Happy violence is not real violence so it has less media effect on the audience. B. Tom’s baseline of risk for a media effect is low. C. Tom is smart enough such that he knew it was not a real violence but an TV entertainment for fun. D. Tom did not learn from the TV program. E. Tom learned from the TV program but did not perform what he had learned. 10. Which of the following memory relies on an automatic processing of association? A. Semantic memory B. Operant conditioning C. Working memory D. Episodic memory 11. According to Albert Bandura, which of the following is not a step of social learning? A. Attention B. Evaluation C. Reproduction D. Motivation 12. Jessica sought information online to complete her homework. What kind of motivation is this according to the Use and gratification theory? A. Social and affection
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