Organizational Communication Theories

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Which characteristic is most associated with classical organizational communication?

Hierarchical structures (correct)

Flexible communication strategies

Adaptability to change

Emphasis on employee satisfaction

According to modern organizational communication theory, what is the purpose of communication within an organization?

To issue orders and ensure compliance from employees

To maintain a fixed hierarchy

To primarily focus on tasks and structure

To contribute to organizational culture and effectiveness (correct)

In the context of media richness theory, what is the primary goal when choosing a communication medium?

To match the richness of the medium with the complexity of the task (correct)

To ensure the message is inexpensive to transmit

To minimize the number of cues included in the message

To maximize the speed of information delivery

According to media richness theory, which medium is considered the most rich?

Face-to-face communication (B) Signup and view all the answers

Which of the following best describes the focus of Classical Organizational Communication?

Tasks, efficiency and structure (B) Signup and view all the answers

What is a key criticism of media richness theory?

It doesn't consider how a user's skill effects the success of communication (B) Signup and view all the answers

What is the core purpose of normative communication theories?

To establish rules or standards of behavior. (D) Signup and view all the answers

Which of the following is an example of a less rich medium, according to media richness theory?

Flier and bulletin (B) Signup and view all the answers

What is the primary assertion of the Two-Step Flow Theory?

Media influence is channeled through opinion leaders. (A) Signup and view all the answers

During the 1940 election studies, what was discovered about the impact of propaganda?

Many people were not substantially affected by propaganda. (D) Signup and view all the answers

What is the distinction between the Magic Bullet Theory and the Two-Step Flow Theory?

The Magic Bullet Theory posits direct media influence, while the Two-Step Flow acknowledges opinion leaders. (B) Signup and view all the answers

According to the Two-Step Flow Theory, what role do opinion leaders play?

They interpret and disseminate media messages to the public. (C) Signup and view all the answers

What did 'The People's Choice' study reveal about media's effect on voting intentions during the 1940 election?

Interpersonal contacts played a more significant role than media exposure. (A) Signup and view all the answers

Why is the Magic Bullet Theory generally considered outdated by contemporary scholars?

It overestimates the nuanced relationship between media and individuals. (C) Signup and view all the answers

How does the influence of interpersonal communication compare to media influence according to research from the 1940s?

Interpersonal communication tends to be more influential than media. (B) Signup and view all the answers

What makes opinion leaders key targets for advertisers and politicians, according to the Two-Step Flow Theory?

They play a critical role in shaping public views and spreading information. (A) Signup and view all the answers

Which of the following best describes the core idea behind the Hypodermic Needle Theory?

Media messages directly and powerfully influence audiences, like a shot from a needle. (D) Signup and view all the answers

What is a key element of the Hypodermic Needle Theory's view of audiences?

Audiences are seen as passive recipients, uniformly impacted by media content. (B) Signup and view all the answers

What imagery is used to illustrate how the media 'shoots' messages according to the Hypodermic Needle Theory?

A magic bullet fired from a gun or a needle injecting a substance. (C) Signup and view all the answers

Which historical development contributed to the rise of the Hypodermic Needle Theory?

The rise of radio and television, the emergence of advertising and propaganda and the Payne Fund studies. (D) Signup and view all the answers

What does 'uniformity of effects' mean, within the context of the Hypodermic Needle Theory?

That media messages have the same impact on all audience members. (A) Signup and view all the answers

Which of the following is a key idea of how audiences are viewed in the hypodermic needle theory?

Audiences are easily persuaded and have no way to resist. (C) Signup and view all the answers

What is the primary flaw that led to the discrediting of the Hypodermic Needle Theory?

Its oversimplistic view of media effects and the nature of its passive audience. (B) Signup and view all the answers

According to the theory, what happens because people have no other source of information provided by the hypodermic needle?

They end up thinking what they are told. (D) Signup and view all the answers

What does the term 'personal influence' primarily refer to?

The interpersonal dynamics between opinion leaders and their audience. (C) Signup and view all the answers

How does the Two-Step Flow Theory differ from the Magic Bullet Theory?

It provides a better understanding of media influence and involves opinion leaders. (A) Signup and view all the answers

What is a limitation of the Two-Step Flow Theory?

It overestimates the reliability and bias of opinion leaders. (D) Signup and view all the answers

What is an example of confirmation bias as described in Selective Exposure Theory?

An individual ignoring media that contradicts their beliefs. (A) Signup and view all the answers

Which of the following best describes cognitive dissonance?

The discomfort felt from conflicting beliefs or opinions. (C) Signup and view all the answers

In Selective Exposure Theory, what behavior is likely to occur when an individual feels cognitive dissonance?

They will avoid information that challenges their beliefs. (D) Signup and view all the answers

What role do opinion leaders play in the Two-Step Flow Theory?

They influence public opinion through interpersonal communication. (C) Signup and view all the answers

What is an implication of Selective Exposure Theory for marketers?

Market strategies should consider existing consumer beliefs to be effective. (D) Signup and view all the answers

What is the primary focus of objective communication theories?

Describing and predicting communication phenomena (A) Signup and view all the answers

Which characteristic best describes interpretive communication theories?

Understanding how individuals create meaning (B) Signup and view all the answers

What is a key aim of objective communication theories?

To achieve an objective and empirical understanding (D) Signup and view all the answers

Interpretive communication theories consider which of the following elements as vital?

Cultural and social influences (A) Signup and view all the answers

Objective communication theories primarily rely on which method for analysis?

Empirical research and scientific analysis (D) Signup and view all the answers

How do interpretive communication theories differ in their approach from objective theories?

They emphasize subjective meaning creation. (C) Signup and view all the answers

What is the goal of interpretive communication theories?

To understand the meanings people ascribe to communication (B) Signup and view all the answers

Which aspect is NOT typically associated with objective communication theories?

Cultural significances (B) Signup and view all the answers

According to Agenda-Setting Theory, how does the media influence public perception?

By selecting and highlighting certain issues, making them appear more important (D) Signup and view all the answers

Which theory suggests that the mass media, particularly television, can shape individuals' perceptions of reality over time?

Cultivation Theory (C) Signup and view all the answers

What is the key focus of Uses and Gratifications Theory?

How individuals use media to satisfy their needs and desires (D) Signup and view all the answers

Which of the following is NOT a core assumption of Agenda-Setting Theory?

The media reflects reality accurately and objectively. (D) Signup and view all the answers

According to Cultivation Theory, how do heavy television viewers differ from light viewers?

Heavy viewers are more likely to be influenced by media framing, especially on unfamiliar topics. (B) Signup and view all the answers

Which of the following is a key objective of Uses and Gratifications Theory?

To explain how individuals utilize media for personal enjoyment. (B) Signup and view all the answers

What is the main difference between Agenda-Setting Theory and Cultivation Theory?

Agenda-Setting Theory is about the media's power to set the agenda, while Cultivation Theory is about the media's power to shape reality. (B) Signup and view all the answers

Which of the following is NOT a characteristic of Uses and Gratifications Theory?

It emphasizes the influence of media on individuals’ perceptions of reality. (A) Signup and view all the answers