7. Early theories of mass communication suggested that audiences were passive recipients of media

messages and thus vulnerable to manipulation. Which of the following best describes current thinking?

a. Audiences are more vulnerable and passive than ever before.

b. Television viewing, in particular, creates increased activity in the right hemisphere of the brain.

c. Active receivers are not uniformly affected by mass communication messages.

d. Technology has led to increasingly passive recipients at the ends of message transmission systems.

8. Which form of communication is most effective in forming or changing predispositions toward an issue?

a. Interpersonal

b. Media

c. Group

d. Public

9. What is the major advantage of organizational publications?

a. Their ability to provide a revenue source for sponsoring organizations

b. Their ability to deliver specific, detailed information to narrowly defined target publics

c. Their ability to avoid the problems typically associated with two-way media

d. Their ability to give sponsoring organizations a means of uncontrolled communications