Q.1: The core logic of “Selective Exposure” within Cognitive Dissonance Theory suggests that individuals will:
a) Actively seek out information that challenges their deeply held beliefs.
b) Avoid media messages that create mental discomfort or inconsistency.
c) Process all media messages with equal cognitive effort.
d) Prefer mass media over interpersonal communication for news.
Ans: b) Avoid media messages that create mental discomfort or inconsistency.
Q.2: According to the “Elaboration Likelihood Model” (ELM), the ‘Peripheral Route’ of persuasion is most likely to be triggered when:
a) The listener is highly motivated and has high cognitive ability.
b) The message contains complex data and logical evidence.
c) The listener is distracted or lacks interest in the topic.
d) The media channel used is print rather than television.
Ans: c) The listener is distracted or lacks interest in the topic.
Q.3: The fundamental shift in “Uses and Gratifications Theory” was moving the research focus from:
a) What media do to people → What people do with media.
b) Passive audiences → Linear communication models.
c) Qualitative research → Quantitative data only.
d) Media owners → Government regulators.
Ans: a) What media do to people → What people do with media.
Q.4: The “Third-Person Effect” is driven by the core psychological perception that:
a) Media has a direct, “magic bullet” effect on everyone equally.
b) “I” am more susceptible to media persuasion than “you” are.
c) Others are more gullible and easily influenced by media than oneself.
d) Media influence decreases as the “social distance” between people increases.
Ans: c) Others are more gullible and easily influenced by media than oneself.
Q.5: Albert Bandura’s “Social Cognitive Theory” posits that ‘Vicarious Reinforcement’ occurs when:
a) An individual is directly punished for a behavior shown on TV.
b) A viewer observes a media character being rewarded for a specific action.
c) The audience ignores the consequences of a character’s actions.
d) Media effects are neutralized by parental intervention.
Ans: b) A viewer observes a media character being rewarded for a specific action.
Q.6: The “Priming Theory” suggests that media content acts as a trigger by:
a) Changing a person’s long-term belief system permanently.
b) Increasing the accessibility of certain thoughts in the viewer’s memory.
c) Forcing the audience to adopt a specific political ideology.
d) Blocking the processing of any new information.
Ans: b) Increasing the accessibility of certain thoughts in the viewer’s memory.
Q.7: Dolf Zillmann’s “Excitation Transfer Theory” is based on the logic that:
a) Emotions are purely cognitive and have no physiological basis.
b) Physiological arousal from one stimulus decays slowly and can boost a subsequent emotion.
c) Violent media always leads to immediate real-world aggression.
d) Media enjoyment is impossible if the viewer feels any stress.
Ans: b) Physiological arousal from one stimulus decays slowly and can boost a subsequent emotion.
Q.8: The “Limited Capacity Model” (LC4MP) by Annie Lang treats the human mind as:
a) An infinite storage device for media messages.
b) An information processor with restricted cognitive resources for encoding and storage.
c) A passive vessel that absorbs all televised imagery.
d) A filter that only accepts “positive” development news.
Ans: b) An information processor with restricted cognitive resources for encoding and storage.
Q.9: “Schema Theory” explains that we process news effectively because:
a) News anchors use simple language.
b) We use pre-existing mental “blueprints” to categorize and make sense of new info.
c) Media messages are designed to be universally understood.
d) The human brain rejects any information that is not visual.
Ans: b) We use pre-existing mental “blueprints” to categorize and make sense of new info.
Q.10: The “Limited Effects Paradigm” associated with Joseph Klapper argues that media usually:
a) Functions as a primary cause of behavioral change.
b) Serves as a reinforcing agent for existing conditions and attitudes.
c) Has a “subliminal” impact that bypasses conscious thought.
d) Operates independently of social institutions like family and religion.
Ans: b) Serves as a reinforcing agent for existing conditions and attitudes.
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