Exam 2

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EXAM 2: J201 – Introduction to Mass Communication Professor Mike Wagner Directions: Turn in the exam on Canvas no later than 4:45pm Central Time on 12/21/23. The exam is open notes but closed when it comes to other humans. Good luck! Multiple Choice (50%) Answer every multiple-choice question by highlighting the letter and response option or by making it bold. For example, to answer the question: Who is your favorite teacher? a. Professor Wagner b. Professor McGonagall c. Mr. Garrison d. Ms. Frizzle 1. Full persuasion has occurred when a. an attitude is changed/preserved and behavior is changed/reinforced b. a long-lasting behavior is cemented cognitively c. a person shares the persuasive appeal with others and comments on it d. the news media reports about the success of the appeal in public opinion polls 2. An advertisement featuring a UW student touting how effective a study aid was for them is using this persuasive appeal. a. authority b. social proof c. scarcity d. reciprocity 3. In order for the central route to be engaged in a persuasive message attempt, the Elaboration Likelihood Model claims this must be true: a. people must be motivated and excited to process the information b. people must be emotionally ready to process the information c. people must have already tried the peripheral route to process the information d. people must be capable and motivated to process the information 4. In advertising, it is harder to achieve ________ goals as compared to _______ goals a. peripheral; affective b. affective; peripheral c. cognitive; behavioral

d. behavioral; cognitive 5. SWOT analysis stand for: a. strategy, wealth, opportunities, teammates b. strengths, weaknesses, options, teaching c. strengths, weaknesses, opportunities, threats d. strategy, weaknesses, options, threats 6. This tool is best for understanding where your target market is located. a. VALS b. PRIZM c. Focus Groups d. Experiments 7. _______ tools can be used to predict who would be diagnosed with ________ several months before their actual diagnosis. a. Computational; depression b. Computational; cancer c. Survey research; depression d. Survey research; cancer 8. Researchers discovered that those recovering from drug addiction by using mobile phone app technology developed by CHESS on our campus were more likely to relapse when using _____ words while they were less likely to relapse when using ______ words and _______ words. a. achievement; death-oriented; cognitive surfacing b. swear; death-oriented; achievement c. death-oriented; achievement; swear d. cognitive surfacing; achievement; death-oriented 9. _________ and _____________ tend to answer survey questions about their political ideology by saying they are ________. a. Liberals; conservatives; Americans b. Libertarians; conservatives; angry c. Populists; libertarians; moderates d. Independents; moderates; uninformed 10. The Budweiser ad featuring the dog and Clydesdales that we watched in class highlights this persuasion tool. a. Authority b. Scarcity c. Likability d. Reciprocity

11. Journalists tend to have ________ views about social issues and ________ views about economic issues. a. Liberal; Moderate b. Conservative; Liberal c. Conservative; Moderate d. Liberal; Conservative 12. A critique of Tim Groseclose’s measure of media bias is that it a. decides what a liberal or conservative think tank is in a way that can’t be replicated b. has a definition of bias that focuses on making the media look bad instead of being fair c. has a broad definition of what constitutes a think tank that includes advocacy groups d. relies on survey research of what people think rather than what is in actual coverage 13. In Wisconsin you can hear more than _____ hours of ________________ in a 24-hour period. a. 40; local liberal podcasts b. 40; local conservative podcasts c. 80; liberal talk radio d. 80; conservative talk radio 14. People who have a ___________ perspective are more likely to believe in ______________. a. news finds me; conspiracy theories b. hostile media; Grosclose’s definition of media bias c. moderate views; Beauchamp’s definition of media bias d. news finds me; the American dream 15. When someone resists a persuasive attempt from what they perceive to be a strong argument, they a. experience a weakening in their confidence in their attitude b. experience a strengthening in the confidence in their attitude c. experience motivated reasoning to continue believing their attitude d. experience persuasion to change their belief about an attitude 16. News coverage of ________ protests tended to get more substantive issue coverage than ______ protests tended to receive. a. women’s issue; race-related b. race-related; women’s issue c. gun rights-related; race related d. race-related; gun-rights related

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17. AI-centered journalism tends to work well on a _________ story as compared to a ___________ story. a. personal feature; in-depth investigation b. in-depth investigation; personal feature c. sports game recap; feature on an earthquake victim d. feature on an earthquake victim; sports game recap 18. When some people had their Facebook algorithm turned off during the 2020 presidential election season they __________ and _____________. a. spent more time on the platform; reduced polarization b. spent less time on the platform; reduced polarization c. spent more time on the platform; had no knowledge changes d. spent less time on the platform; had no knowledge changes 19. If I see a viral post on social media that I disagree with, I am likely to take __________ if I experience the ___________. a. corrective action; third-person effect b. corrective action; spiral of silence c. central route processing; motivation to do so d. central route processing; capability of doing so 20. In order for a journalist to be guilty of defaming someone’s character they must be guilty of acting with a. ideological bias b. the SLAPS test c. grievance redressing d. actual malice Essay (50%) Answer one of the three questions thoroughly, limiting yourself to 1,200 words at the very most. You absolutely do not need to use that many words to write an excellent answer. Just answer carefully each component of the question you choose to answer. 1. What is the core goal of advertising and how does it differ from journalism’s core goal? Of course, despite these differences, there are many ways in which the goals and behaviors of advertising and journalism overlap. What are some of the ways these modes of mass communication overlap and how can citizens manage these factors to be skeptical, but not cynical citizens in the contemporary information environment? 2. Relying on the six we discussed in class, what are some of the major elements of persuasion and how do they work? Of course, whatever tools of persuasion are used by advertisers still have to be processed by people. So, thinking specifically about the Elaboration Likelihood Model, how do people process persuasive attempts? What factors do advertisers consider as they seek to promote products and persuade people to

update their awareness, change their attitudes and engage in specific behaviors? 3. What do we know about how mass communication operates (i.e. what affects how journalists do their jobs and what affects how advertisers do theirs?)? What are the major effects mass communication has on individuals? What are some of the key elements of how mass communication is structured in terms of the platforms on which it occurs, who owns those platforms, and the social structures that organize a society? What are the big questions facing mass communicators in the next decade? What do you think, based upon what we have read and discussed, the answers will be to those big questions? __