Mass Communication Bachelor of Communication Comprehensive Exam — Questions and Answers

Question 1: What is a 'hypothesis' in communication research?

A proven fact established through prior research
The final conclusion of a completed study
A testable prediction about the relationship between two or more variables (Correct answer)
A theoretical framework guiding a literature review

Correct answer: A testable prediction about the relationship between two or more variables

A hypothesis is a specific, testable prediction that researchers investigate to determine whether a relationship between variables exists.

Question 2: In privacy law, the tort of 'intrusion upon seclusion' occurs when:

A publication discloses information that damages someone's standing in the community
A journalist publishes embarrassing but truthful facts about a private individual
A journalist uses deceptive or physically invasive methods to enter private space or obtain private information (Correct answer)
A media outlet portrays someone in a misleading and offensive manner

Correct answer: A journalist uses deceptive or physically invasive methods to enter private space or obtain private information

Intrusion involves physically entering private space or using deceptive methods to gather information without consent, and is actionable even if the information gathered is never published.

Question 3: In radio journalism, which element is most critical for storytelling since visuals are absent?

Graphics and charts
Camera angles
Natural sound and descriptive language (Correct answer)
On-screen text

Correct answer: Natural sound and descriptive language

Radio journalism relies on natural sound and vivid descriptive language to paint a picture for listeners who cannot see any visuals.

Question 4: What kind of light does a table lamp give off?

Incandescent (Correct answer)
Sunlight
Mercury Vapor
None of the above

Correct answer: Incandescent

Traditional table lamps typically use incandescent light bulbs, which produce light by heating a metal filament until it glows. While LED and fluorescent options are now common, 'incandescent' refers to the classic bulb type that generates light through heat, characteristic of many household lamps. Mercury vapor lamps are used for streetlights or industrial settings, and sunlight is natural light.

Question 5: The 'cultural iceberg' model suggests that most cultural values are:

Easily visible in daily behavior
Expressed through national flags and symbols
Hidden beneath the surface of observable behavior (Correct answer)
Documented in legal codes

Correct answer: Hidden beneath the surface of observable behavior

Like an iceberg, the majority of cultural values—beliefs, assumptions, worldviews—are invisible beneath surface-level behaviors.

Question 6: Which type of shot is most commonly used to introduce a news subject or location?

Establishing shot (Correct answer)
Close-up shot
Cut-away shot
Reaction shot

Correct answer: Establishing shot

An establishing shot provides a wide-angle view that orients the viewer to the location or subject of the story.

Question 7: What does 'agenda-setting theory' propose?

Journalists align with political parties' agendas
Advertisers determine news content priorities
Media tells the public what to think about, not what to think (Correct answer)
Audiences actively set their own media consumption agenda

Correct answer: Media tells the public what to think about, not what to think

Agenda-setting theory, developed by McCombs and Shaw, proposes that the media influences public perception by choosing which issues to cover prominently.

Question 8: What is the correct legal distinction between libel and slander?

Libel involves false statements; slander involves true statements
Libel applies to public figures; slander applies to private individuals
Libel requires proof of damages; slander does not
Libel is written or published defamation; slander is spoken defamation (Correct answer)

Correct answer: Libel is written or published defamation; slander is spoken defamation

Libel refers to defamatory statements in written or published form, while slander refers to spoken or transitory defamatory statements.

Question 9: What is the purpose of a 'teaser' in a television newscast?

To summarize the day's weather
To promote advertising sponsors
To introduce the lead anchor
To preview upcoming stories and keep viewers watching (Correct answer)

Correct answer: To preview upcoming stories and keep viewers watching

A teaser briefly previews upcoming stories to create anticipation and retain the audience through commercial breaks.

Question 10: What is a 'stand-up' in broadcast journalism?

A live studio debate
A single-source interview segment
An anchor's opening monologue
A reporter appearing on camera at the scene of a story (Correct answer)

Correct answer: A reporter appearing on camera at the scene of a story

A stand-up is when the reporter appears on camera, usually at the story location, to deliver part of the report.

Question 11: In typography, what term describes the vertical space between lines of text?

Tracking
Baseline
Kerning
Leading (Correct answer)

Correct answer: Leading

Leading refers to the vertical space between lines of text, originating from the metal strips used in letterpress printing.

Question 12: In research methodology, what is the difference between qualitative and quantitative research?

Qualitative explores meaning and experience; quantitative measures numerical data (Correct answer)
Qualitative uses large samples; quantitative uses small focus groups
Qualitative uses surveys; quantitative uses interviews
Qualitative is more objective; quantitative is subjective

Correct answer: Qualitative explores meaning and experience; quantitative measures numerical data

Qualitative research explores meanings, themes, and experiences through methods like interviews, while quantitative research collects and analyzes numerical data through surveys or experiments.

Question 13: Which media ownership concept refers to a single company controlling multiple media outlets across different platforms and markets?

Horizontal integration
Vertical integration
Convergence
Conglomeration (Correct answer)

Correct answer: Conglomeration

Conglomeration occurs when one parent company owns diverse media properties across different sectors, such as TV, film, print, and digital.

Question 14: What is 'two-step flow theory' of communication?

Communication flows from producer to distributor before reaching audiences
Messages are encoded and decoded in two sequential steps
Information passes through two editors before publication
Media messages reach audiences through opinion leaders who then influence others (Correct answer)

Correct answer: Media messages reach audiences through opinion leaders who then influence others

Two-step flow theory, proposed by Lazarsfeld, argues that media messages first reach opinion leaders who then relay and interpret them for their social networks.

Question 15: Which term describes the ethical obligation of journalists to represent diverse communities and perspectives in their reporting?

Affirmative sourcing
Representational equity (Correct answer)
Pluralism
Demographic balance

Correct answer: Representational equity

Representational equity is the ethical principle requiring that journalism reflect the full diversity of communities rather than centering dominant or majority perspectives.

Question 16: Section 230 of the Communications Decency Act primarily functions to:

Shield broadcast stations from liability for viewer comments aired during live programming
Protect journalists from defamation liability when republishing user-generated content
Grant online platforms immunity from liability for most content posted by third-party users (Correct answer)
Protect internet users from being monitored by social media platforms without their consent

Correct answer: Grant online platforms immunity from liability for most content posted by third-party users

Section 230 grants legal immunity to online platforms for content created and posted by their users, allowing them to host third-party content without being treated as the publisher.

Question 17: A tech company holds an exclusive pre-launch briefing with five top journalists before a product announcement. This practice is called:

A pseudo-event
A press junket
A media embargo briefing (Correct answer)
A product placement deal

Correct answer: A media embargo briefing

An embargo briefing provides journalists early access to information on the condition they hold publication until a specified release time, enabling deeper coverage at launch.

Question 18: Which nonverbal communication skill is universal, meaning that everyone uses it the same way?

Body movements and posture
Facial expressions (Correct answer)
Voice
Gestures

Correct answer: Facial expressions

While many nonverbal cues vary across cultures, research has shown that certain basic facial expressions for emotions like happiness, sadness, anger, fear, surprise, and disgust are universally recognized and produced. Although cultural 'display rules' dictate when and how these emotions are shown, the core expressions themselves are largely consistent globally. Other nonverbal elements like body movements, gestures, and voice modulation are much more culturally specific.

Question 19: Provide a definition for ethics.

The conveying of belief is an essential purpose of speech
Having considered the natures of our audiences, we need to consider further the effect of our communication on them and upon ourselves.
Analyzing what is right and wrong, and what is good and bad. (Correct answer)
All of the above

Correct answer: Analyzing what is right and wrong, and what is good and bad.

Ethics is a fundamental branch of philosophy concerned with moral principles. It involves the systematic analysis and evaluation of human conduct, choices, and character to determine what is considered right or wrong, good or bad. This critical examination guides individuals and societies in making morally sound decisions.

Question 20: What is 'spiral of silence theory' in communication?

Governments use media silence to suppress political dissent
Broadcast media suppress minority viewpoints through editorial silence
People with minority opinions stay silent to avoid social isolation (Correct answer)
Audiences become silent when overwhelmed by information overload

Correct answer: People with minority opinions stay silent to avoid social isolation

Elisabeth Noelle-Neumann's spiral of silence theory argues that individuals who perceive their opinions as minority views tend to self-censor to avoid social rejection.

Question 21: A PR professional advising a CEO before a media interview typically emphasizes which technique to stay on message?

Bridging statements (Correct answer)
Stonewalling
Off-the-record disclosures
Deflection and redirection

Correct answer: Bridging statements

Bridging statements (e.g., 'That's a good point, and what's most important to understand is…') allow spokespeople to acknowledge questions and redirect to key messages.

Question 22: Which Supreme Court case established that the government faces an extremely heavy burden to justify prior restraint of the press?

Near v. Minnesota (1931) (Correct answer)
Tinker v. Des Moines (1969)
Hazelwood v. Kuhlmeier (1988)
Reno v. ACLU (1997)

Correct answer: Near v. Minnesota (1931)

Near v. Minnesota (1931) was the landmark case in which the Supreme Court ruled that prior restraint of the press is unconstitutional except in the most extreme national security circumstances.

Question 23: Which FCC regulation requires broadcast stations to serve the 'public interest, convenience, and necessity'?

The Safe Harbor Rule
The Fairness Doctrine
The public trustee doctrine (Correct answer)
The Equal Time Rule

Correct answer: The public trustee doctrine

The public trustee doctrine holds that broadcast licensees must serve the public interest as a condition of their license.

Question 24: The RACE model in public relations stands for:

Research, Awareness, Coordination, Execution
Reach, Audience, Content, Engagement
Research, Action, Communication, Evaluation (Correct answer)
Reputation, Awareness, Crisis, Ethics

Correct answer: Research, Action, Communication, Evaluation

RACE (Research, Action planning, Communication, Evaluation) is a foundational PR planning framework guiding campaign development from diagnosis to measurement.

Question 25: Which theory suggests that media exposure can reinforce existing attitudes more than change them?

Cultivation theory
Selective exposure theory (Correct answer)
Agenda-setting theory
Hypodermic needle theory

Correct answer: Selective exposure theory

Selective exposure theory holds that audiences tend to seek out media that confirms their existing beliefs, reinforcing rather than challenging their attitudes.

Question 26: Which federal agency has primary regulatory authority over broadcast television and radio in the United States?

Department of Commerce
National Telecommunications and Information Administration (NTIA)
Federal Communications Commission (FCC) (Correct answer)
Federal Trade Commission (FTC)

Correct answer: Federal Communications Commission (FCC)

The FCC is an independent U.S. government agency that regulates interstate and international communications by radio, television, wire, satellite, and cable.

Question 27: Which of these represents a culture with little regard for context?

Germany (Correct answer)
Lebanon
China
India

Correct answer: Germany

Germany is widely recognized as a low-context culture. In low-context communication, messages are explicit, direct, and rely heavily on spoken or written words to convey meaning, with less emphasis on non-verbal cues or shared background understanding. This contrasts with high-context cultures where much meaning is derived from the situation, relationships, and implicit understanding.

Question 28: What is 'validity' in research measurement?

Whether a measurement tool actually measures what it is intended to measure (Correct answer)
Whether results can be reproduced by another researcher
The legal status of a research instrument in academic publishing
The accuracy of statistical calculations in a study

Correct answer: Whether a measurement tool actually measures what it is intended to measure

Validity assesses whether a research instrument genuinely measures the construct it claims to measure, ensuring results are meaningful.

Question 29: What is the role of a news producer in a broadcast newsroom?

Managing advertising sales
Planning and organizing the content and rundown of a newscast (Correct answer)
Writing all scripts personally
Operating the camera during live broadcasts

Correct answer: Planning and organizing the content and rundown of a newscast

A news producer oversees the editorial structure of a newscast, including story selection, timing, and the rundown.

Question 30: The now-abolished Fairness Doctrine required FCC-licensed broadcasters to:

Present contrasting viewpoints on controversial public issues (Correct answer)
Dedicate equal airtime to political candidates during elections
Broadcast a minimum number of hours of public affairs programming weekly
Refuse advertising from politically controversial organizations

Correct answer: Present contrasting viewpoints on controversial public issues

The Fairness Doctrine required FCC-licensed broadcasters to air contrasting viewpoints on controversial public matters; it was controversial and abolished by the FCC in 1987.

Question 31: A reporter discovers their close friend is involved in a major corporate scandal. What is the most ethical course of action?

Pass the story to another outlet anonymously
Ignore the story to protect the friendship
Report the story objectively and disclose the personal connection to an editor (Correct answer)
Report the story without disclosing the personal connection

Correct answer: Report the story objectively and disclose the personal connection to an editor

Transparency about conflicts of interest while still serving the public interest is the ethical standard in journalism.

Mass Communication Bachelor of Communication Comprehensive Exam

A comprehensive examination for Bachelor of Mass Communication/Communication graduates covering core areas including communication theory, journalism, advertising, media law, and intercultural competency. Designed to assess readiness across all major communication disciplines.

Questions

35 min

Time Limit

75%

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