Communication and Media Studies Flashcards
6 cards from real BSocSc Bachelor of Social Science practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 6 Communication and Media Studies flashcards as text
The 'agenda-setting' theory in mass communication proposes that:
Answer: Media doesn't tell people what to think but does influence what topics they think about
Agenda-setting theory, developed by McCombs and Shaw, argues that the frequency and prominence with which news media cover topics influences the public's perception of what issues are most important.
Which theoretical framework argues that media portrayals of social groups shape audience beliefs through repeated exposure to stereotypical representations?
Answer: Cultivation theory
Cultivation theory, developed by George Gerbner, proposes that heavy television viewers develop a distorted view of reality that aligns with the world as depicted on TV, particularly regarding violence and social groups.
The 'uses and gratifications' approach to media research focuses on:
Answer: How and why audiences actively choose media to fulfill specific needs
Uses and gratifications theory shifts the question from 'what does media do to people' to 'what do people do with media,' examining audiences as active consumers seeking information, entertainment, or social connection.
In the United States, the First Amendment protects freedom of the press primarily by:
Answer: Prohibiting government censorship of publication
The First Amendment's press freedom clause bars prior restraint — government censorship before publication — and is the bedrock of American media freedom, as confirmed in cases like New York Times Co. v. United States (1971).
Media consolidation in the United States refers to:
Answer: The concentration of media ownership among a small number of large corporations
Media consolidation describes the trend since the 1980s in which a decreasing number of large conglomerates own an increasing share of newspapers, TV stations, radio, and digital media, raising concerns about diversity of viewpoints.
The 'digital divide' concept in communication studies refers to:
Answer: Unequal access to digital technology and the internet across socioeconomic groups
The digital divide describes disparities in internet access, digital literacy, and technology use between higher- and lower-income individuals, rural versus urban populations, and developed versus developing nations.