MACS 110 | Introduction to Mass Communication Theory

                Quiz 1          -back to MACS 110 weekly-             translate  

The quiz is short answer and is based on Chapters 1-3 of Baran and Davis.   Aim for one long - or two shorter paragraphs for each answer.   It's a good idea to outline and write a draft of your answer before completing each question.   Clarity and precision of language is appreciated - as is legibility.

Please answer five of the following questions:

1. What are some problems associated with identifying causality and measuring media effects?
2. With which perspective is Paul Lazarsfeld associated?  What was his approach to studying the role of the media in society and how would you summarize his views of media effects?
3. How might an understanding of early media theories help you to understand more modern theories of media effects?
4. Is it reasonable to use mass society theory to explain the role of internet? 
5. Was mass society theory taken more seriously in Europe or America?  Why?
6. Define and give an example of a neo-Marxist view of the media. 
7. What do you understand by "active audience"?
8. How might "yellow journalism" be understood in today's society? 
9. Explain the essential difference between macroscopic and microscopic mass communications theory.  How might each be used to study the role of mass media in society?
10. How does the ‘meaning-making perspective' differ from some earlier perspectives?