01B3.2.1 Theoretical views of media effects: direct, indirect and active audience Quiz: OCR Sociology, Unit 4

The 20 questions

1. Which media effects model views audiences as completely passive and easily manipulated by messages?

   • Hypodermic syringe
   • Uses and gratifications
   • Two-step flow
   • Reception analysis

2. What term describes the media drip-feeding ideological values to audiences over a long period?

   • Media saturation
   • Immediate effects
   • Cultural effects
   • Direct injection

3. Who developed the two-step flow model featuring opinion leaders?

   • Bandura and Walters
   • Marx and Engels
   • Adorno and Horkheimer
   • Katz and Lazarsfeld

4. Which model suggests audiences use the media to satisfy personal needs like entertainment or surveillance?

   • Agenda setting
   • Uses and gratifications
   • Hypodermic syringe
   • Cultivation theory

5. Which sociological approach argues that media content reflects the dominant ideology of the ruling class?

   • Marxist
   • Pluralist
   • Postmodernist
   • Feminist

6. What do pluralists argue determines the content of the mass media?

   • Patriarchal values
   • State censorship
   • Consumer demand
   • Ruling class power

7. Which research method did the Glasgow University Media Group famously use to study TV news bias?

   • Content analysis
   • Official statistics
   • Longitudinal surveys
   • Participant observation

8. What concept suggests the media tells people what to think about by selecting certain stories?

   • Hypodermic injection
   • Media effects
   • Agenda setting
   • Moral panic

9. According to Stuart Hall, which reading involves the audience fully accepting the dominant media message?

   • Oppositional reading
   • Hegemonic reading
   • Negotiated reading
   • Aberrant reading

10. In Stuart Hall's encoding/decoding model, which reading rejects the intended ideological message?

    • Oppositional reading
    • Preferred reading
    • Hegemonic reading
    • Transparent reading

11. What is a negotiated reading in Stuart Hall's model of media reception?

    • Unconscious absorption
    • Complete agreement
    • Total rejection
    • Partial acceptance

12. Which theory argues that heavy TV viewers develop a distorted, exaggerated view of real-world violence?

    • Cultivation theory
    • Uses and gratifications
    • Hypodermic model
    • Two-step flow

13. Which researcher conducted the famous Bobo doll experiment testing media violence on children?

    • Stuart Hall
    • Albert Bandura
    • Stanley Cohen
    • Max Weber

14. What type of audience does the reception analysis model generally attribute to media consumers?

    • Brainwashed audience
    • Uncritical audience
    • Passive audience
    • Active audience

15. Which group argued that media coverage of industrial disputes systematically favoured management over unions?

    • Ofcom researchers
    • BBC trust
    • Broadcasting standards
    • GUMG

16. What term describes individuals who consume media and then pass on interpretations to less active peers?

    • Moral entrepreneurs
    • Opinion leaders
    • Primary constructors
    • Media moguls

17. Which media theory focuses on the power of newspaper barons to dictate political agendas?

    • Hegemonic model
    • Pluralist model
    • Market model
    • Manipulative model

18. What sociological approach combines Marxist ideas with active audience theory regarding ideology?

    • Neo-Marxism
    • Functionalism
    • Radical feminism
    • Positivism

19. Which media model suggests audiences actively interpret messages based on their social background?

    • Hypodermic syringe
    • Reception analysis
    • Direct effects
    • Cultural effects

20. Which specific media effects model argues that audiences are entirely passive receivers of injected messages?

    • Two-step flow
    • Hypodermic syringe
    • Reception analysis
    • Uses and gratifications

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