MCM511 Final Term Quiz 4 File 2 July 2023 by Miss Mehwish

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Q1. ______________ and his colleagues in 1980 illustrated the relationship between economic and market factors and media content through their analysis of the growth of the human interest story in the press.

• Shannon
• McLuhan
• Curran
• Marx

Correct option: Curran

2. The famous maxim "medium is the message and massage" was given by: Options:

• Joseph Klapper
• Wilber Schramm
• Marshal McLuhan

Correct option: Marshal McLuhan

Q3. Scholars like Tichenor, ___________, and Olien in 1986 developed knowledge gap theory of society in which mass media and the use of media messages played a central role.

• Gerbner
• Weaver
• Schramm
• Donohue

Correct option: Gerbner

Q4. The theory of Spiral of Silence was given by:

• Walter Lipmann
• Elisabeth Noelle-Neumann
• Marshall McLuhan

Correct option: Elisabeth Noelle-Neumann

5. _______________, a famous political economist, traced the way Canadian elites used various technologies, including the railroad and telegraph, to extend their control across the continent. Options:

• Innis
• Gerbner
• Klapper
• Schramm

Correct option: Innis

Q6. _______________ allows media owners to reproduce the same product across a variety of media.

• Diversification
• Internationalization
• Globalization

Correct option: Globalization

Q7. Which of the following is not an assumption of Spiral of Silence Theory?

• After a long phase of fear of isolation, people finally come out of it.
• The fear of isolation causes individuals to try to assess the climate of opinion at all times.
• Individuals experience fear of isolation continuously.
• Society threatens deviant individuals with isolation.

Correct option: After a long phase of fear of isolation, people finally come out of it.

Q8. Critical cultural theorists criticized McLuhan's work to be:

• A perversion of Innis' ideas
• A new road to success
• Diverse and inconsistent
• Too diverse

Correct option: A perversion of Innis' ideas