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Spring Final
Over Everything
156
Communication
Undergraduate 1
04/23/2015
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Term
In mass communication, feedback is typically:
 Definition
DELAYED AND INFERENTIAL
Term
Large, hierarchically structured organizations are typical of:
 Definition
MASS COMMUNICATION
Term
Highly flexible and alterable messages are characteristic of:
 Definition
INTERPERSONAL COMMUNICATION
Term
"Communication is a symbolic process whereby reality is produced, maintained, repaired and transformed" is:
 Definition
THE CULTURAL DEFINITION OF COMMUNICATION
Term
Feedback is:
 Definition
the response to a given communication
Term
Anything that interferes with successful communication is said to be:
 Definition
NOISE
Term
The idea that history can be explained in terms of new and emerging technologies is:
 Definition
TECHNOLOGICAL DETERMINISM
Term
The Osgood and Schramm conception of the mass communication process replaces Source and Receiver with:
 Definition
INTERPRETERS
Term
Print helped foster the Industrial Revolution:
 Definition
because it helped build and disseminate bodies of knowledge that led to scientific and technological development and the refinement of new machines.
Term
The ability to enjoy, understand and appreciate media content; an understanding of media content as a text provides insight into our culture and our lives; and an understanding of the ethical and moral obligations of media practitioners are elements of:
 Definition
media literacy
Term
The ability to comprehend and use a given form of communication effectively and efficiently is:
 Definition
LITERACY
Term
An alphabet that employs sequences of vowels and consonants is:
 Definition
A SYLLABLE ALPHABET
Term
The characteristic, distinctive, standardized style elements of a given form of media expression-for example, the upbeat music that introduces the local evening news-are media:
 Definition
conventions
Term
The specific internal language of a given medium-for example, the choice of lighting in a soap opera-is a media:
 Definition
production value
Term
The strategy of tailoring media content to specific audiences possessing characteristics of interest to specific advertisers is:
 Definition
narrowcasting or niche marketing
Term
Groups of people or audiences bound by little more than their interest in a given form of media content are:
 Definition
taste publics
Term
The "trades" are:
 Definition
industry-based publications
Term
Disney's purchase of Capital Cities/ABC is an example of:
 Definition
Concentration of media ownership
Term
When commercials are part of and essential to a piece of media content, proponents of this practice say it isn't a commercial, it is:
 Definition
brand entertainment
Term
The graphic description of how individuals make media and content choices based on expectation of reward and effort required is the:
 Definition
fraction of selection
Term
The graphic description of how individuals make media and content choices mentioned earlier was developed by:
 Definition
Wilbur Schramm
Term
The ability to access any content, anytime, anywhere describes:
 Definition
consumption-on-demand
Term
The steam-powered printing press was developed in 1811 by:
 Definition
Friedrich Koening
Term
Most of the books carried to the New World by the American colonists were:
 Definition
RELIGIOUS IN NATURE
Term
The first printing press came to the Colonies in 1638 and was operated by:
 Definition
THE CAMBRIDGE PRESS
Term
The first true novel printed in the Colonies was Pamela, written by British author Samuel Richardson and published by:
 Definition
Benjamin Franklin
Term
Books that are published first and only as paperbacks designed to appeal to a broad readership are called:
 Definition
Mass Market Paperbacks
Term
Unsold books that are returned to the publisher by a bookstore are called:
 Definition
REMAINDERS
Term
Many publishers, even authors, are happy to distribute their books in any and all formats, print and electronic. This is called:
 Definition
PLATFORM AGNOSTIC PUBLISHING
Term
Publishing houses, now increasingly part of larger conglomerates, were once typically small operations, closely identified with their authors and staffs. In other words, publishing had been largely a:
 Definition
Cottage industry
Term
John Adams' Novanglus Papers and Thomas Paine's Common Sense:
 Definition
openly challenged British rule of the colonies
Term
Fahrenheit 451 was written by:
 Definition
Ray Bradbury
Term
Uncle Tom's Cabin was originally written as:
 Definition
a magazine serial
Term
The book industry was slow to develop after the Revolutionary War. Books were still expensive, and literacy remained a luxury. But in a movement that began before the Civil War, ( ) came to most states by 1900, swelling the number of readers.
 Definition
COMPULSORY EDUCATION
Term
The American novel flowered in the 1880s because of all but which of the following:
 Definition
increased leisure time
Term
"Dollar books for a dime" was the slogan of publisher Beadle & Company, sellers of all but which of the following:
 Definition
COMIC BOOKS
Term
Robert de Graff's company, Pocket Books, sold paperback books that were inexpensive reissues of successful hardbacks. They cost:
 Definition
25 cents
Term
Possessing the ability to read but being unwilling to do so characterizes:
 Definition
ALITERACY
Term
The author of Uncle Tom's Cabin, a landmark book in the struggle to free the slaves, is:
 Definition
Harriet Beecher Stowe
Term
The majority of books sold in the United States are sold:
 Definition
by chain bookstores
Term
The first book printed in the Colonies in 1644 was:
 Definition
The Whole Booke of Psalms
Term
We turn to books for certainty and truth about the world in which we live and the ones about which we want to know specifically because books are:
 Definition
IMPORTANT CULTURAL REPOSITORIES
Term
A book that is downloaded in electronic form from the Internet to a computer or handheld device is:
 Definition
an e-book
Term
When books are digitally stored, and once ordered instantly printed, bound, and shipped, this is:
 Definition
POD
Term
The first newspaper printed in the Colonies lasted but one day. Its publisher, Benjamin Harris, called it:
 Definition
Publick Occurrences Both Foreign and Domestick
Term
Benjamin Franklin demonstrated that financial independence, based on advertising sales and other nonofficial economic support, could lead to editorial independence for his newspaper, the:
 Definition
Pennsylvania Gazette
Term
With the turn of the 19th century, urbanization, growing industries, the movement of workers to the cities, and increasing literacy combined to create an audience for a new kind of paper, one in which the price per copy was very low but on which publishers could make a profit by selling advertising. These papers were known as:
 Definition
the penny press
Term
In 1849, six large New York papers, including the Sun, Herald, and Tribune, decided to pool efforts and share expenses in collecting news from foreign ships docking at the city's harbor. In doing so they established the first:
 Definition
wire service
Term
Among the earliest "newspapers" were the daily reports of the actions of the Roman Senate, called:
 Definition
Acta Diurna
Term
17th century one page news sheets about events on the European continent, which were printed in English in Holland and imported into England by booksellers, were called:
 Definition
corantos
Term
Single-sheet announcements or accounts of events imported from England and posted on walls in the
American Colonies were called:
 Definition
broadsides
Term
In 1883, Hungarian immigrant Joseph Pulitzer bought the troubled New York World. His readership
9
was “the common man,” and he succeeded in reaching readers with light, sensationalistic news
coverage, extensive use of illustrations, and circulation-building stunts and promotions. This brand
of journalism became known as:
 Definition
yellow journalism
Term
In response to radio and magazines’ challenge for advertising dollars, newspapers began
consolidating into groups, known as ( ). Hearst and Scripps were among the most powerful,
owning papers in different cities across the country.
 Definition
chains
Term
When newspaper circulation figures include readers who did not originally buy the papers they read,
they are said to include ( ) readership.
 Definition
pass-along
Term
Colonial newspaper publisher Peter Zenger was defended in his trial for seditious libel by:
 Definition
Andrew Hamilton
Term
Because so many newspapers now have online versions of their publications, many observers feel
that “circulation” is an insufficient measure of a paper’s true readership. They propose a new
metric that combines paper and unique online readers called:
 Definition
integrated audience reach
Term
The first successful (lasting more than a few days) colonial newspaper was John Campbell’s 1704
10
Boston News-Letter. One reason it succeeded where others had failed was that:
 Definition
it received
subsidies from the government loyal to the Crown
Term
Newspaper horoscopes, chess and bridge columns, editorial cartoons, and comics are all material
provided by:
 Definition
SYNDICATES
Term
Long Island’s Newsday is the 11th largest paper in the country with a circulation of nearly 377,500. It
is classified as a ( ) newspaper.
 Definition
SUBURBAN DAILY
Term
Today’s U.S. alternative and dissident press has grown out of:
 Definition
the underground press of the 1960s
Term
The first magazine in Colonial America was:
 Definition
ANDREW BRADFORD's American Magazine, or a monthly view of the political state of the british colonies.
Term
In the early 1800s, U.S. magazines began to less resemble their British forefathers, in large part
because of uniquely American:
 Definition
Social movements like labor reform and abolition
Term
In the contemporary world of consumer magazines, being good isn’t enough. A publication must be
good and:
 Definition
APPEAL PRIMARILY TO SPECIALIZED READERSHIPS WITH RELATIVELY
NARROW INTERESTS.
Term
The U.S. mass circulation, popular magazine first prospered in the:
 Definition
POST-CIVIL WAR YEARS
Term
In the late 1900s, magazines were able to reduce cover prices dramatically and thereby increase their
readership due to:
 Definition
THEIR ABILITY TO ATTRACT GROWING AMOUNTS OF ADVERTISING.
Term
The Crisis, first published in 1910 as the voice of the National Association for the Advancement of
Colored People (NAACP), was founded and edited by noted African-American intellectual:
 Definition
W.E.B. DUBOIS
Term
Paid circulation for America’s magazines has:
 Definition
Just barely kept pace with population growth
Term
Magazines price advertising space in their pages according to their:
 Definition
CIRCULATION
Term
Magazine content placed near an ad that is designed to reinforce the advertiser’s message (or at
least not negate it) is called:
 Definition
COMPLEMENTARY COPY
Term
The process of recording images on polished metal plates covered with an emulsion of silver iodide is
called:
 Definition
DAGUERREOTYPE
Term
In 1873, former California governor Leland Stanford employed which photographer to help him win
his bet about running horses?
 Definition
EADWEARD MUYBRIDGE
Term
People can see motion in rapidly moving pictures because of the physiological phenomenon known
as:
 Definition
PERSISTENCE OF VISION
Term
Movies that can be described in one line and are thus easy to promote and market are called:
 Definition
CONCEPT FILMS
Term
The linking of consumer products, such as toys and hamburgers, with popular movies is called:
 Definition
MERCHANDISE TIE-IN
Term
The first film to utilize editing, intercutting of scenes, and a mobile camera to tell a story was:
 Definition
THE GREAT TRAIN ROBBERY
Term
In 1908, Thomas Edison united the 10 companies that held all the necessary patents for film
production into the Motion Picture Patents Company (MPPC), which was often simply called the:
 Definition
TRUST
Term
Buffeted by scandal, Hollywood established a self-censoring board, the Motion Picture Producers and
Distributors of America, and installed a former postmaster general as its head. The MPPDA was
often simply called the:
 Definition
HAYS OFFICE
Term
The MPPDA established a set of guidelines for what was and was not acceptable in movies, called
the:
 Definition
MOTION PICTURE PRODUCTION CODE
Term
The name of the first motion picture studio was:
 Definition
BLACK MARIA
Term
Edison’s first films were not projected but run through a “peep show” device called a:
 Definition
KINETOSCOPE
Term
Music for the kinetoscope was provided by what other Edison invention?
 Definition
PHONOGRAPH
Term
Studios financing their own films with their own money are called:
 Definition
MAJORS
Term
The majority of movies that make it to U.S. theater screens are produced by:
 Definition
INDEPENDENT STUDIOS
Term
The modern independent film boom is said to have been started by the film:
 Definition
EASY RIDER
Term
Immediately after World War I, the U.S. government, concerned that the development of radio would
be delayed by patent fights and that its future would be controlled by a foreign company (British
Marconi), established a government-sanctioned monopoly to run radio, called:
 Definition
Radio Corporation of America
Term
Web “radio stations” that exist solely on the Web are referred to as:
 Definition
bitcasters
Term
“Radio” delivered to people’s homes through their cable and/or satellite television services is called:
 Definition
DMX
Term
“Radio” delivered directly to people’s homes and cars is called:
 Definition
DARS
Term
German immigrant Emile Berliner developed an improved sound recording device in 1887 called the:
 Definition
gramaphone
Term
Lee DeForest’s major contribution to the history of radio, other than the invention of the audion tube,
was the development and popularization of the use of radio for:
 Definition
broadcasting
Term
The first “talking machine” or sound-recording method was developed in 1887 by:
 Definition
Thomas Edison
Term
In 1916, David Sarnoff sent to his superiors at American Marconi his ideas on how to make radio a
“household utility.” This now-famous memo is called the:
 Definition
Radio Music Box Memo
Term
Stations that are owned and operated by a broadcast network are called:
 Definition
O&Os
Term
The trustee model of broadcast regulation is based in part on the premise that because broadcast
spectrum space is limited, and therefore not everyone who wants to broadcast can, those who are
granted licenses to serve a local area must accept regulation. This is called the philosophy of:
 Definition
spectrum scarcity
Term
The Radio Act of 1927 ensured that the airwaves belonged to:
 Definition
the public
Term
In its earliest days, the radio industry earned income through:
 Definition
sale of receivers
Term
Stations that link themselves to a national broadcast network for the purpose of airing its programs
are called:
 Definition
affiliates
Term
RCA established the first national radio network in 1926, linking 24 stations and called:
 Definition
NBC
Term
In radio’s early days, newspapers attempted to deny stations access to their material. The two media
industries settled their differences, agreeing to time and length restrictions on radio news in the
1933:
 Definition
Biltmore Agreement
Term
Wire that allows the sending of signals by light beams is called:
 Definition
fiber optic
Term
The creation of programs expressly for sale to individual stations in individual markets is called:
 Definition
first-run syndication
Term
A syndicated program that runs five nights a week at the same time is said to be:
 Definition
stripped
Term
Recording a television show on a home VCR or DVR for later viewing is called:
 Definition
time-shifting
Term
As a result of the quiz show scandal, the networks changed the way they accepted sponsors’ money,
changing from single sponsorship for most programs to:
 Definition
spot commercial sales
Term
The first workable device for generating electrical signals suitable for the transmission of a visual bore
its inventor’s name. It is the:
 Definition
Nipkow disc
Term
The primary collector and reporter of television ratings is a company known as:
 Definition
Nielsen
Term
A still-used derogatory name for television, the “vast wasteland,” was coined by:
 Definition
FCC Chairman Newton Minow
Term
The business of television is dominated by a few centralized production, distribution, and decisionmaking
organizations, known as the:
 Definition
networks
Term
The sale of programs to local stations on a market-to-market basis is:
 Definition
syndication
Term
Cable can trace its roots to 1948 in:
 Definition
Pennsylvania
Term
Early cable systems were called:
 Definition
CATV
Term
The “free” channels provided automatically to all subscribers are called:
 Definition
basic cable
Term
Multiplexing, which “squeezes” signals to permit multiple signals to be carried over one channel, is
made possible by:
 Definition
digital compression
Term
Cable subscribers can talk back to the system operator through:
 Definition
interactive cable
Term
A cable system that functions as a one-stop communications provider, supplying television, audio,
high-speed Internet access, long-distance and local phone service, multiple telephone lines, and
fax is said to offer:
 Definition
bundling
Term
Computers that link individual personal computer users to the Internet are called:
 Definition
HOSTS
Term
Websites that function as online communities of users are called:
 Definition
Social Networking Sites
Term
ESRB stands for:
 Definition
Entertainment Software Ratings Board
Term
The most heavily played upon game console in the U.S. is:
 Definition
Playstation
Term
LAN stands for:
 Definition
Local Area Network
Term
Atari was incorporated by:
 Definition
Nolan Bushnell
Term
Spacewar, the first interactive computer game, was designed by:
 Definition
Steve Russell
Term
Companies that create games for existing systems are called:
 Definition
third party publishers
Term
The first home video game system, Odyssey, was marketed by Magnavox:
 Definition
in 1972
Term
MUD stands for:
 Definition
Multi user dimension
Term
The most-purchased type of personal computer game is:
 Definition
Strategy
Term
IN an MMO like Second Life, the actual world is often referred to as:
 Definition
Meat space
Term
Games that offer in-game virtual currency for various activities or sometimes for watching a
commercial before playing are called:
 Definition
Freemium games
Term
The first successful commercial computer, used by the Census Bureau in 1951, was:
 Definition
UNIVAC
Term
According to Marshall McLuhan, the computer is an extension of our:
 Definition
SKIN
Term
Instances in which copyrighted material may be used without permission or payment are referred to
as:
 Definition
FAIR USE
Term
Computer stations connected to large, centralized mainframes or minicomputers are called:
 Definition
TERMINALS
Term
Telephone over the Internet in which voice messages are transmitted in digital packets is:
 Definition
VoIP
Term
In the cyberworld the issue of privacy has two important dimensions: the use of private, personal
information people willingly give online; and the protection of:
 Definition
Communication people wish to keep private
Term
The widening disparity between the communication technology haves and have-nots is referred to as:
 Definition
the technology gap
Term
“Real-time e-mail” is:
 Definition
IM
Term
The lack of technological access among people of color, the poor, the disabled, and those living in
rural areas is called the:
 Definition
DIGITAL DIVIDE
Term
The electronic tracking of the choices people make when they are surfing the Net is their:
 Definition
click stream
Term
Two essential elements of all good definitions of public relations are communication and:
 Definition
MANAGEMENT
Term
An event staged specifically to attract public attention is a:
 Definition
PSUDEO-EVENT
Term
The first corporate public relations department was established in 1889 by:
 Definition
Westinghouse Electric
Term
Some public relations firms bill clients according to the performance of a specific set of services for a
specific and prearranged fee, a method known as:
 Definition
Fixed Fee Arrangements
Term
The public relations activity of getting media coverage for clients is called:
 Definition
PUBLICITY
Term
When a PR firm actively combines public relations, marketing, advertising, and promotion into a more
28
or less seamless communication campaign that is as at home on the Web as it is on the television
screen and magazine page, it is engaging in:
 Definition
INTEGRATED MARKETING COMMUNICATIONS
Term
The public relations activity that involves enhancement of communication between investor-owned
companies and their shareholders, the financial community (for example, banks, annuity groups,
and investment firms), and the public is known as:
 Definition
FINANCIAL PUBLIC RELATIONS
Term
The PR strategy that relies on targeting specific Internet users with a given communication and
relying on them to spread the word is referred to as:
 Definition
VIRAL MARKETING
Term
When PR professionals directly interact with elected officials or government regulators and agents,
they are engaging in:
 Definition
LOBBYING
Term
As “the voice of the people,” which public deserves the attention of any organization that deals with
the people?
 Definition
The Government
Term
PR efforts on behalf of charities, relief groups, or other organizations serving publics in need are
called:
 Definition
CAUSE MARKETING
Term
With the rapid industrialization and improved transportation of the 1880s, more product producers
were chasing the growing purchasing power of more consumers. As a result, they were forced to
differentiate their products, resulting in the development of:
 Definition
BRANDS
Term
In the span between the Civil War and the First World War, several factors combined to move the
advertising industry to establish professional standards and regulate itself, including abuses by
patent medicine advertisers; the examination of most of the country’s important institutions, led by
the muckrakers; and in 1914:
 Definition
THE ESTABLISHMENT OF THE FEDERAL TRADE COMMISSION
Term
In the 1920s, when the Great Depression was eating into the income of the advertising industry, the
content of ads began to change. Many advertisements began making direct claims about why
consumers needed the products, a technique called:
 Definition
THE HARD SELL
Term
To ensure that they did not profit unduly from the death and destruction caused by World War II,
manufacturers were subjected to:
 Definition
A HIGH EXCESS OF PROFITS TAX
Term
Common 15th-century European pin-up want ads for all sorts of products and services were called:
 Definition
SIQUIS
Term
In the 15th century, European tradespeople promoted themselves with attractive, artful business
cards called:
 Definition
SHOPBILLS
Term
Ad production is billed at an agreed-upon price called a:
 Definition
RETAINER
Supporting users have an ad free experience!