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Economics of Media Industry MCQ

Reliance on advertisers by the news media has all but which of the following effects?

Journalists’ adherence to objectivity means they are not affected by advertiser interests.

There is a subtle effect of presenting advertisers’ products and interests in a favorable light.

The news media feels free to criticize consumer capitalism.

Newspapers create sections and stories that appeal to the best interests of readers.

Answer

Correct Answer: There is a subtle effect of presenting advertisers’ products and interests in a favorable light.

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The pressure to attract audiences has led news organizations to focus on entertainment, celebrities, human interest, and other light fare.

True

False

Answer

Correct Answer: True

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News outlets are cutting costs using which of the following strategies ______.

Cut back on long-term investigative reporting that produces a small number of stories

Rely on citizens to act as reporters

Rely on a small number of elites as regular news sources

Cut back on long-term investigative reporting that produces a small number of stories and rely on a small number of elites as regular news sources

Answer

Correct Answer: Cut back on long-term investigative reporting that produces a small number of stories and rely on a small number of elites as regular news sources

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Which of these is NOT part of the “production perspective of media?”

It views media products as the result of a social process of production that occurs within an institutional framework.

It emphasizes the media production process rather than either specific media products or the consumption of those products.

It views the content of media as a free-floating text to be analyzed.

It views producers as creating media products in specific historical contexts.

Answer

Correct Answer: It views the content of media as a free-floating text to be analyzed.

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The homogenization hypothesis contains the idea that ______.

As media ownership becomes more concentrated, media products are becoming less diverse

The bigger media companies get, there is a bigger diversity of media products

As media concentration increases, television is getting more diverse while news content is not

Competition among media companies creates the best results for consumers

Answer

Correct Answer: As media ownership becomes more concentrated, media products are becoming less diverse

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The trend of media companies becoming part of much larger corporations is called ______.

Synergy

The production perspective

Conglomeration

Capitalism

Answer

Correct Answer: Conglomeration

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Which of these is a tactic for minimizing risk in a profit driven entertainment TV industry?

Networks try to create as few new programs as possible.

Networks often copy proven successes, often resulting in many imitations and spin-offs of popular shows.

Networks try to come up with controversial programs to garner attention.

Networks create expensive, flashy shows to attract large audiences.

Answer

Correct Answer: Networks often copy proven successes, often resulting in many imitations and spin-offs of popular shows.

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Why are old models of advertising challenged by new media?

Traditional ad images proved to be only marginally effective, especially because web surfers can click right past the ads.

Users are able to avoid advertising using pop-up ad blockers.

Companies need to continually innovate to deliver advertising in a stealthy way.

New media audiences are more fragmented than ever.

All of these.

Answer

Correct Answer: All of these.

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The term for journalists who see themselves as objective observers of politicians is ______.

Lapdogs

Liberals

The fourth estate

The third estate

Apolitical

Answer

Correct Answer: The fourth estate

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The top-rated program on cable today garners more viewers than the 20th highest-rated program on network television.

True

False

Answer

Correct Answer: False

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What does Paul Lopes conclude in his 1992 study of music industry diversity?

Loosening of market concentration through increased competition permits greater innovation and diversity in popular music.

The music industry has gotten less complex since the 1960s.

Even though market concentration has increased substantially between 1969 and 1990, it does not appear that musical diversity has decreased.

Increased diversity in the music industry has resulted from a move from an open system to a closed system.

Answer

Correct Answer: Even though market concentration has increased substantially between 1969 and 1990, it does not appear that musical diversity has decreased.

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Vertical integration refers to the process by which one company buys different kinds of media, concentrating ownership across differing types of media rather than up and down through one industry.

True

False

Answer

Correct Answer: False

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According to the Pew Research Center, the number of daily newspapers grew between 2004 and 2014.

True

False

Answer

Correct Answer: False

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Which of these is a way in which media ownership has translated into political power for an individual?

The Italian media magnate Silvio Berlusconi winning the presidency 4 times.

Media entrepreneur Michael Bloomberg becoming Mayor of New York City 3 times.

Rupert Murdoch's creation of conservative media outlets like the Fox News Channel.

All of these

Answer

Correct Answer: All of these

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A major concern about the effects of media concentration is that ideas and images that question fundamental social arrangements will rarely be visible.

True

False

Answer

Correct Answer: True

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