CONFIDENTIAL 2 MC/MAC 2010/COM161/2010

PART A (25 MARKS)

CIRCLE THE BEST ANSWER FOR EACH QUESTION

1. Who determine what messages are sent out to the masses?

A. Editor
B. Gatekeepers
C. Stack holders
D. Reporters

2. Sharing of personal message is known as

1. Mediated Intrapersonal communication

2. Mediated Interpersonal communication
3. Mediated Face to face communication
4. Mediated communication

3. Media literacy means

A. The ability to understand the use of media

B. To prepare for a carrier in the media industries
C. To read an write
D. To create a professional media

4. During the Japanese occupation of Malaya, the use of __________ to spread Japanese
doctrine.

A. Flyers
B. Law
C. Propaganda
D. Pamphlets

5. Any type of media sharing to convey messages is known as

A. Mass Communication
B. Communication
C. Mediated Communication
D. All the above

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6. In a communication process the ______________ is information given by the receiver to

the source of a message.

A. Noise
B. Medium
C. Feedback
D. Source

7. Inexpensive, early form of paperback was known as

A. McGuffry Eclectric Reader

B. Chapbook
C. Ragbook
D. Psalm book

8. _____________ published the first newspaper in the U.S.

A. John Campbell
B. Benjamin Franklin
C. Benjamin Harris
D. Peter Zenger

9. A person who is not a staff of a magazine, but are paid for their articles published is a

A. Editor
B. Copywriters
C. Muckrakers
D. Freelancer

10. The first newspaper in the U.S. was published by

A. John Campbell
B. John Peter Zenger
C. Benjamin Franklin
D. Benjamin Harris

11. The first book that resembled today's form of books (cut and bound on one side) was
called a

A. codex
B. woodcut
C. parchment
D. scroll

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12. Newspapers that chose one side over another regarding the American Revolution were
called

A. the mercantile press

B. the political press
C. the partisan press
D. the alternative press

13. The inventor of the moveable metal type printing press was

A. Benjamin Franklin
B. Frederick Douglass
C. Johannes Gutenberg
D. Miles Standish

14. The penny press newspapers were known for

A. their low price

B. their tabloid shape
C. the accuracy of their news stories
D. all of the above

15. The theory that states that the introduction of new technology changes society,
sometimes in unexpected ways is called

A. technological determinism
B. vertical integration
C. blockbuster theory
D. technological consumerism

16. Companies that own the same type of medium in more than one market are called

A. chains
B. scripps
C. market-holders
D. none of the above

17. Books are categorized by the publishing industry into the five categories of

A. popular, fiction, nonfiction, religious, specialty

B. fiction, nonfiction, trade, educational, other
C. trade, reference, educational, professional, specialty
D. educational, professional, popular, religious, specialty

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CONFIDENTIAL 5 MC/MAC 2010/COM161/2010

18. Under this system, the owners of the independent theaters (those theaters not own by
the studios), were required to show movies with unknown stars in order to get the
movies with the establish stars

A. Block booking
B. Blind booking
C. The Star System
D. The Trust System

19. Soundtrack scoring is done in the

A. preproduction phase
B. production phase
C. postproduction phase
D. all of the above

20. His work is essential to the creation of the film. He chooses the shots and places them in
sequence and creates the rhythm of the film and the pace at which it moves. He is
known as the ____________

A. Director
B. Writer
C. Producer
D. Editor

21. The inclusion of a product in a movie for the marketing purposes is known as _______.

A. Advertising blitz
B. Product placement
C. Tie-Ins
D. Trailers

22. It covered all aspects of modern life; they observed trends and reflected them back to
their readers.

A. Mass circulation magazines

B. News magazines
C. Cultural magazines
D. Digest

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23. National Geographic is an example of ____________

A. Consumer magazine
B. Corporate magazine
C. Environment magazine
D. Sponsored magazine

24. In a newspaper organization, his task is to handle day-to-day operations and

interactions.

A. Senior Editor
B. Associate Editor
C. Deputy Editor
D. Contributing Editor

25. There are many method used in findings subscribers. One of the ways is by using a
post-card sized business-reply cards that are inserted into the magazine during the
production process. It is known as ____________

A. Blow-in cards
B. Split-run cards
C. Direct mail
D. Supplement cards

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CONFIDENTIAL 7 MC/MAC 2010/COM161/2010

PART B (15 MARKS)

CIRCLE THE BEST ANSWER FOR EACH QUESTION

1. Stopping a news or part of it from reaching the public is known as True/False

censorship

2. Content analysis is one way of conducting a research. True/False

3 The concept of the “global village” refers to the concept that modern True/False
communication technologies will bring together people of different
cultures.

4. The two-step flow of communication refers to ideas that flow from a True/False
medium to an opinion leader and then to someone else

5. Part of media literacy is how to misuse the media. True/False

6. Gutenberg's Bible-printing business was a great financial success. True/False

7. The newshole is the number of pages that can be used for editorial True/False
content, based on the number of pages of advertising that has been
sold.

8. In the mid-1800s, the establishment of the Associated Press led to True/False

an objective brand of news.

9. Printing changed the world from an oral culture to a literate culture. True/False

10. Modeling is the imitation of behavior from media. True/False

11 The first magazine `Edifying Monthly Discussion’ appeared in True/False

Germany in 1673

12. Muckraking or investigative journalism conducted with the goal of True/False

bringing about social reform

13. Slate and Salon are two of the best-known webzines True/False

14. The early type of moving pictures was the kinetograph True/False

15 The star system was created when audiences began demanding to True/False
see popular actors

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CONFIDENTIAL 8 MC/MAC 2010/COM161/2010

PART C (10 MARKS)

FILL IN THE BLANKS

1
________________________ theory is based on the ways which media
consumers actively choose and use media to meet their own needs.

2 First book printed in America, the ________________________

3 In the 1970s American publishers introduced a new kind of book called the
______________________. It’s a quality paperback book with larger trim size than
the standard mass-market paperback.

4 The ___________ _____ was often a well-educated and respected member of the
community who would read the news in front of a tavern and then mail to doorpost.

5 First newspaper in American that lasted for one issue called ___________________

6 ____________ is a newspaper characterized by a smaller size than a standard

newspaper, a single fold, and abundant of photographs.

7 The first magazine to achieve a general interest of the mass audience was
_______________________________

8 __________________________ (1995) was the first movie to be produced entirely

on computers.

9 __________________ is the actual shooting phase, a point at which the activity

becomes hectic and expensive as the cast and crew swell into hundreds and
producers have to consider everything from the caterers to the day care for the star’s
poodle.

10 Before the early 1991s, editors cut and glued films by hand on a machine called the
_______________________ which was basically two reels on which film was
spooled over a small light so that the editor could view it as it was cut.

END OF QUESTION PAPER

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