NORTHERN CHRISTIAN COLLEGE

“The Institution for Better Life”

BASIC EDUCATION SCHOOL
Laoag City, Philippines

Summative Exam in Media and Information Literacy

Name:__________________________________ Section:______________ Date:___________ Score:______

Instructions: Read and analyze the items carefully and encircle the letter of the best answer.
Note: No copying. No erasures. Don’t mutilate the test paper.

1. A group of people exposed and experiencing media. They can be physically present at the event or not.
A. Typology C. Mass Audiences
B. Audiences D. Audience Fragmentation
2. A term used to describe the creation of smaller and less heterogeneous. Basically, media products become
specialized to meet the demands of target audiences.
A. Typology C. Mass Audiences
B. Audiences D. Audience Fragmentation
3. A convenient term applied to huge numbers of people who constitute the audiences of popular and/or mass culture.
A. Typology C. Mass Audiences
B. Audiences D. Audience Fragmentation
4. Which of the following are areas of differences between audiences of different media?
I. Level of activity and engagement with the media and information text
II. Level of interaction with fellow audiences
III. Location and space occupied
IV. Amount of time devoted to watching or viewing
V. Accessibility and proximity
VI. Social and political demographics

A. I & III B. II & IV C. I, II, III, IV, & V D. I, II, III, IV, V, & VI

5. This theory asserts that media and information messages, like a hypodermic needle, inject their messages directly to
their audiences.
A. Two-step Flow Communication C. Gratification Approach
B. Hypodermic Needle Theory D. Cultural Effects Theory

6. The theory argued that television cultivates in its viewers a way of sensing and seeing the world. It states that regular
usage of television over extended periods of time can shape people’s opinions, views, and behavior.
A. Two-step Flow Communication C. Gratification Approach
B. Hypodermic Needle Theory D. Cultural Effects Theory

7. This theory argued that the audience access media and information bringing with them their own needs and desires,
which in turn structures the way how the media is received.
A. Two-step Flow Communication C. Gratification Approach
B. Hypodermic Needle Theory D. Cultural Effects Theory

8. In this theory, media serves as the first step and the opinion leaders as the second one. The opinion leaders actively
access information from the media and transmit it to less active sectors of the population
A. Two-step Flow Communication C. Gratification Approach
B. Hypodermic Needle Theory D. Cultural Effects Theory
9. In this mode of reading media texts on television, the reader fully shares the text’s code and accepts and reproduces
the preferred reading.
A. Negotiated reading C. Negotiated reading
B. Oppositional reading D. Fragmented reading
10. In this mode of reading media texts on television, the audience partly shares the text’s code and broadly accepts the
preferred reading, but sometimes resists and modifies it in a way which reflects one’s own position, lived experiences,
and even opinions.
A. Negotiated reading C. Negotiated reading
B. Oppositional reading D. Fragmented reading
11. In this mode of reading media texts on television, the audience takes a directly oppositional stance to the dominant
code of the media and information texts and resists it completely.
A. Negotiated reading C. Negotiated reading
B. Oppositional reading D. Fragmented reading
12. This type of consumer is materialistic, acquisitive, and driven by other’s perceptions of them rather than by their
own values.
A. The Mainstream C. The Aspirer
B. The Struggler D. The Explorer
13. These consumers live in the world of the domestic and the everyday. A daily routine is fundamental to the way they
live their lives.
A. The Mainstream C. The Aspirer
B. The Struggler D. The Explorer
14. These consumers live for today, and make few plans for tomorrow. They are heavy consumers of alcohol and junk
foods.
A. The Reformer C. The Succeeder
B. The Struggler D. The Explorer
15. These consumers are driven by a need for discovery, challenged and new frontiers. Their core need in life is for
discovery.
A. The Reformer C. The Succeeder
B. The Struggler D. The Explorer
16. These consumers’ core need in life is enlightenment. They are the most anti-materialistic and are often perceived as
intellectuals.
A. The Reformer C. The Succeeder
B. The Resigned D. The Explorer
17. These consumers are predominantly older people. In life, their aim is basic: it is to survive.
A. The Reformer C. The Succeeder
B. The Resigned D. The Explorer

18. These consumers possess self-confidence, have a strong goal orientation and tend to be very organized. As a result,
they tend to occupy positions of responsibly in the society.
A. The Reformer C. The Succeeder
B. The Resigned D. The Explorer
19. This is term is created by zeroing on a particular sector of a population that is the intended audience of a media or
information text. It also implies that a segment of the population share some common characteristics that will make
them gravitate toward or patronize a media or information text that has now been marketed as a product.
A. Audience Fragmentation C. Audience Demographics
B. Audience Segmentation D. Audience Psychographics
20. This is often utilized to provide more substance to the profile of potential media audiences. It covers attitudes,
personality types, opinions, and motivations, which are elements that are usually tied to income and age brackets.
A. Audience Fragmentation C. Audience Demographics
B. Audience Segmentation D. Audience Psychographics
21. Traditionally, this research is about 1) gaining an insight on audience preferences, however fluid and ever-changing
these could be in the present period; and 2) calibrating audiences sizes and reach.
A. Qualitative research C. Quantitative research
B. Audience research D. Ex Post Facto research
22. Which of the following are qualities of research?
I. Systematic
II. Logical
III. Subjective
IV. Empirical
V. Replicable

A. I, II, & III B. I & V C. I, II, IV, & V D. I,II,III, IV, & V
23. This is a system of beliefs based on a set of positions, ideas, and perspectives. We think that most of what we
believe is ingrained in us but they are all socially constructed.
A. Attitudes C. Value System
B. Values D. Ideology
24. These are commonly held beliefs, views, and attitudes about what is important and what is right. They can be
prescriptive and serve as a guide for desirable behavior. These are also principles that we use to judge the worth of an
idea or a practice. It also underpins the criteria by which we judge what is good or bad, what is right or wrong, and
what is acceptable or not.
A. Attitudes C. Value System
B. Values D. Ideology
25. These values are those guide or drive our individual behavior.
A. Spiritual values C. Christian Values
B. Personal Values D. Value System
26. These values values direct your actions and decisions with regards to a higher power.
A. Spiritual values C. Christian Values
B. Personal Values D. Value System
27. These are dispositions toward social reality. These are also the expressions of our response to particular ideas,
events, circumstances, or people.
A. Attitudes B. Values
C. Value System D. Ideology

28. These are a coherent and harmoniously aligned set of values from where you derive you sense of identity and
integrity.

A. Attitudes B. Values
C. Value System D. Ideology

29. These are ways of living and denote the interests, hobbies, behavior, opinions of an individual, family, group, or
even a community.
A. Value System C. Lifestyles
B. Ideology D. Attitudes
30. In media production, these are tools utilized by media creators and producers to tell their story. It is a process of
putting together the elements to create or produce a media text. Conversely, it is also a process of excluding some
elements in the creation and production of a media text.
A. Photography C. Frames
B. Cinematography D. Props
31. It is the deliberate systematic attempt to shape perceptions, manipulate cognitions, and direct behavior that furthers
the desire of the propagandist.
A. Lifestyles C. Propaganda
B. Persuasion D. Frames
32. It is a complex, continuing, interactive process in which a sender and a receiver are linked by symbols, verbal and
non-verbal, through which a persuader attempts to persuade the persuadee to adopt a change in a given attitude or
behavior because the persuadee has had perceptions enlarged or changed.”
A. Lifestyles C. Propaganda
B. Persuasion D. Frames
33. These people assert that media is an instrument of the ruling classes. It is a purveyor of ideas that represent the
interests of the ruling elite and the powerful media institutions are actually equated to be representative of the ruling
elite.
A. Cognitivists C. Romanticists
B. Marxists D. Classicists
34. This theory posits that the ruling classes willfully combine persuasion and power to enforce its ideology over the
masses. Persuasion enforces consent and it is media’s cultural leadership that enforces this, as they produce and
reproduce ways of thinking.
A. Marxist Theory C. Ideology
B. Hegemony D. Typology
35. It is an overarching belief about the characteristics of a certain group in society.
A. Culture C. Deviance
B. Stereotyping D. Superstition
36. It is the process by which the ideology embedded in media texts is passed on to the audiences which turn them into
new subjects.
A. Interpollation C. Interpelletion
B. Intrapollation D. Interpellation
37. The area of public life where individuals can freely discuss, deliberate, and debate on issues and matters affecting
their lives.
A. Media C. Public Sphere
B. Community D. Social Sphere
38. A model for the mass media industry that sees profit as the main motive and perceives the audiences as consumers.
A. Public Market Model C. Two-step Communication Model
B. Market Model D. Base Superstructure Model
39. A model for the mass media industry that sees the protection and promotion of public interest as the primary goal.
Audiences are treated as citizens and stakeholders in the creation of a democratic society. It assumes that the market
model cannot meet the needs of society and democracy.
A. Public Market Model C. Two-step Communication Model
B. Market Model D. Base Superstructure Model
40. Media and information texts that challenge the mainstream traditional media; oftentimes these texts are aligned
with reform movements.
A. Mass Media C. Alternative Media
B. Advertisements D. Movie
41. This principle asserts that the quantity demanded will equal the quantity supplied thereby resulting in an economic
equilibrium, a point wherein profit reaches the optimum level.
A. Supply and Demand
B. Supply and School
C. People face trade-offs
D. Barter
42. Which of the following are advantages that the market model holds for media companies? Market model promotes:
I. Efficiency
II. Responsiveness
III. Equality
IV. Responsiveness
V. Mass Products

A. I, III, & IV B. I, III, & V C. I, II, IV, & V D. I, II, III, IV, & V
43. The industry saw several structural changes as the Internet was introduced and the digital revolution came full
swing. These transformations were mostly due to the integration of the local economy to the global economy, a
phenomenon called _____________.
A. Localization
B. Globalization
C. Glocalization
D. Contextualization
44. Which of the following are limits of markets? Markets are:
I. Undemocratic
II. Amoral
III. Meet democratic needs

A. I & II B. II only C. I & III D. II & III

45. What article of the 1987 Philippine Constitution states declaration and enumeration of a person’s rights and
privileges which the Constitution is designed to protect against violation by the government, or by individual or groups
of individuals. It is a charter of liberties for the individual and a limitation upon the power of the State.
A. Article I C. Article IV
B. Article III D. Article II

Items 46-50: Read the news article below and answer the questions that follow.

Marcos grandson weds presidential rival’s granddaughter

ABS-CBN News Posted at Nov 26 2017 02:04 AM | Updated as of Nov 26 2017 10:32 AM

Love conquers all, even political differences.

The marriage this week of the grandchildren of former president Ferdinand Marcos and former senator Raul
Manglapus signals the end of a decades-long rivalry, Ilocos Norte Gov. Imee Marcos said Saturday.

"Many years ago my father was . . . gravely disappointed and saddened by the (loss) to the Supreme Court in his
right to travel back home. That is the Supreme Court case Marcos vs. Manglapus," Marcos said during a
thanksgiving celebration of the wedding of her son, lawyer Ferdinand Michael Manotoc, to Carina Amelia
Manglapus.

"Tonight we have reversed that miserable ruling . . . Cara joining our family, love wins."

Manotoc and Manglapus' wedding on Wednesday was held privately in Makati.

On Saturday, Laoag Bishop Renato Mayugba presided over a thanksgiving mass held at Paoay church.
Environment Secretary Roy Cimatu, presidential adviser Francis Tolentino, and presidential spokesman Harry
Roque were in attendance.

Ilocos Norte Rep. Imelda Marcos said: "I'm very, very happy today because two families that are in contrast for
so many years suddenly fell in love."
 Ferdinand Marcos won the 1965 presidential election over Raul Manglapus, who later became one of the pro-
democracy opposition leaders based in the US.

Manglapus served as the foreign affairs secretary of former President Cory Aquino.

Davao City Mayor Sara Duterte, meanwhile, thanked the Marcos family for helping her father President Rodrigo
Duterte during the 2016 elections.

The mayor said she's also grateful that some of the wedding gifts will be donated for the rehabilitation of Marawi
City. — With reports from Kim Lorenzo, ABS-CBN News

45. What Ilocano values emanate from the news?

A. Religious, Loving, & Accepting
B. Loving, Pennywise, & Caring
C. Religious, Open-minded, & Thrifty
D. Caring, Thrifty,& Hospitable
46. Who do you think are the target audiences of the news?
A. Teens C. Couples who are not yet married
B. Parents D. Ilocanos

47. Who will benefit from the news?

A. Ilocanos C. Feuding families
B. Parents D. Couples who are not yet married
48. What lifestyle does the news show?
A. Lavish C. Simple
B. Conventional D. Rootless
49. What model of medial is used?
A. Public Market Model C. Two-step Communication Model
B. Market Model D. Base Superstructure Model
50. Who can identify from the news?
A. People who want to marry C. Kids
B. Feuding families D. Parents

Prepare by:

EDWARD O. ALMAZAN JR
Instructor