The Media of Mass Communication40p6zu91z1c3x7lz71846qd1-wpengine.netdna-ssl.com/... · parts...

Test Bank

Vivian

The Media of Mass Communication

Tenth Edition

prepared by

Keith Goldschmidt University of West Florida

Allyn & Bacon Boston Columbus Indianapolis New York San Francisco Upper Saddle River

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All rights reserved. Manufactured in the United States of America. The contents, or parts thereof, may be reproduced with The Media of Mass Communication, Tenth Edition, by John Vivian, provided such reproductions bear copyright notice, but may not be reproduced in any form for any other purpose without written permission from the copyright owner. To obtain permission to use material from this work, please submit a written request to Pearson Education, Inc., Permissions Department, 501 Boylston Street, Suite 900, Boston, MA 02116, fax: (617) 671 2290. For information regarding permissions, call (617) 671 2295 or e-mail: permissionsus@pearson.com.

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ISBN-10: 0-205-75266-7 www.pearsonhighered.com ISBN-13: 978-0-205-75266-9

TableofContentsChapter1MassMediaLiteracy .............................................................................................................................................1

Chapter2MediaTechnology ............................................................................................................................................... 16

Chapter3MediaEconomics .................................................................................................................................................33

Chapter4InkonPaper ............................................................................................................................................................49

Chapter5SoundMedia............................................................................................................................................................64

Chapter6MotionMedia..........................................................................................................................................................80

Chapter7NewMediaLandscape ...................................................................................................................................... 96

Chapter8News .......................................................................................................................................................................... 112

Chapter9Entertainment..................................................................................................................................................... 128

Chapter10PublicRelations .............................................................................................................................................. 144

Chapter11Advertising......................................................................................................................................................... 160

Chapter12MassAudiences ............................................................................................................................................... 176

Chapter13MassMediaEffects ........................................................................................................................................ 192

Chapter14MassMediaandGovernance.................................................................................................................. 209

Chapter15MassMediaGlobalization ........................................................................................................................ 225

Chapter16MediaLaw ........................................................................................................................................................... 241

Chapter17Ethics...................................................................................................................................................................... 258

TestBankforMediaofMassCommunication,10/e

Chapter1MassMediaLiteracy1.1MultipleChoiceQuestions1)Mediainthe1860shelpedspreadinformationaboutslaverythroughA)advertisementsonrailroadcars.B)television,radioandmovies.C)magazinesandbillboards.D)printedpublications,suchasnewspapersandbooks.Answer:D,Topic:GreatMoralIssuesPageRef:2,32)MediaresearchersatBallStateUniversityfoundthatpeopleareintentionallyinvolvedinamediaactivityfor__________percentoftheirwakinghours.A)1B)10C)30D)60Answer:C,Topic:MediaUbiquityPageRef:33)Traditionally,masscommunicationisdefinedasthetechnology‐assistedtransmissionofmessagestoA)printjournalists.B)interpersonalaudiences.C)massaudiences.D)onlynicheaudiences.Answer:C,Topic:MediaUbiquityPageRef:44)AccordingtotheresearchfirmVeronisSuhlerStevenson,themediamostoftenuseddailyisA)music.B)magazines.C)television.D)newspapers.Answer:C,Topic:MediaUbiquityPageRef:45)Massmediahavebecomesointegratedintopeople’slivesthat__________iscommon.A)mainstreamingB)mediamultitaskingC)writinglettersD)nichecastingAnswer:B,Topic:MediaUbiquityPageRef:4

Chapter1MassMediaLiteracy

6)OneofthefourmediafunctionsistoA)inform.B)irritate.C)instigate.D)initiate.Answer:A,Topic:MediaUbiquityPageRef:57)Onmostdays,themost‐listened‐foriteminmorningnewscastsisA)sports.B)consumernews.C)crimenews.D)theweather.Answer:D,Topic:MediaUbiquityPageRef:58)ThemassmediainformthroughA)demassification.B)newsstoriesandadvertisements.C)recordedmusic.D)conglomeration.Answer:B,Topic:MediaUbiquityPageRef:69)ThemostobviousformofmassmediaintendedtopersuadeisA)interpersonal.B)satellite.C)newspaper.D)advertising.Answer:D,Topic:MediaUbiquityPageRef:610)EnglishthinkerJohnMiltonisknownforthisconceptaboutexposuretocompetingideasknownasA)entertainment‐information.B)themarketplaceofideas.C)persuasion.D)themediamarket.Answer:B,Topic:MediaUbiquityPageRef:611)Newspaper,radio,televisionandmagazinecompaniescannotsurviveunlesstheyA)deliveranaudiencetoadvertisers.B)providethelatestnews.C)offerlowsubscriptionrates.D)servethegovernment.Answer:A,Topic:MediaUbiquityPageRef:6

12)MedialiteracyisdefinedashavingA)accesstoallformsofmedia.B)competenceorknowledgeaboutmassmedia.C)astakeinthemedialandscape.D)readthemediatextbook.Answer:B,Topic:MediaUbiquityPageRef:613)ThemostvisibleinformationdeliveredbymassmediaisA)personalopinion.B)news.C)advertisingmessages.D)televisionlisting.Answer:B,Topic:MediaUbiquityPageRef:614)IfJillwalksthroughamallandnoticesthebackgroundmusicplayingthroughtheloudspeakers,sheisdemonstratingA)intelligence.B)asophisticatedshoppingstrategy.C)medialiteracy.D)in‐depthknowledgeofthemusicindustry.Answer:C,Topic:MediaUbiquityPageRef:6,715)MostofourmediaexposureisA)throughthemediaproductswepurchase.B)invisibleorunnoticedataconsciouslevel.C)throughbillboards.D)expensive.Answer:B,Topic,MediaUbiquityPageRef.716)OneofthetraditionsofU.S.journalismthatwasbornintheConstitutionisthatitA)shouldalwaysbeinexpensiveforreaders.B)offersspaceforadvertiserstoreachcustomers.C)providespoliticiansavenuetospeakuncensoredtothecitizenry.D)servesasawatchdogofgovernmentonbehalfofthepeople.Answer:D,Topic:MediaUbiquityPageRef.817)FeedbackisimportantininterpersonalandsmallgroupcommunicationbecauseA)itaffirmsthemessageiscorrect.B)itprovidesimmediateresponse.C)itdemonstratesexpertiseonasubject.D)itmeansthereceiveragreeswiththemessage.Answer:B,Topic:HumanCommunicationPageRef:9

18)OnecharacteristicthatdistinguishesmasscommunicationfrominterpersonalandgroupcommunicationistheA)contentofthemessage.B)lackofimmediatefeedback.C)abilityofthereceiverofthemessagetounderstandit.D)lengthofthemessage.Answer:B,Topic:HumanCommunicationPageRef:919)Inorderforsomethingtobecategorizedasgroupcommunication,theaudiencemustA)consistofmorethan10people.B)notbeabletoprovideimmediatefeedback.C)belargerthanone,allwithinearshot.D)beahomogeneousgroup.Answer:C,Topic:HumanCommunicationPageRef.920)MassmediahelpconnectcommunitiesbyA)distortingrealitytodisgusttheaudience.B)manipulatingaudiencestoacceptthebiglie.C)focusingonsegmentaudienceswithinthepopulation.D)creatingmessagesthatbecomesharedexperiences.Answer:D,Topic:MediaandSocietyPageRef:1021)WhenPresidentFranklinRoosevelttalkedtothenationinrealtimeovernationalradioduringtheGreatDepressionofthe1930s,hedemonstratedthemassmedia’sabilitytoA)soundintelligent.B)unifythecountrythroughmessagesofsharedexperiences.C)makeaprofitonpoliticalmessages.D)shunadvertisers.AnswerB,Topic:MediaandSocietyPageRef:1022)TelevisionbecameasocietalunifierbecauseA)hugeaudiencesconvergedonnetworks,allpromulgatingthesameculturalfare.B)itconfinedpeopletotheirhomesatthesametimeofday.C)TVsetsweremanufacturedintheUnitedStates.D)itallowedpeopletochoosefromdifferenttypesofmedia.Answer:A,Topic:MediaandSocietyPageRef:11

23)Thispublication,launchedin1982,offeredreadersa“first‐person”toneandenhancedgraphicfeatures.A)TheNewYorkTimesB)TheDallasMorningNewsC)USATodayD)RollingStoneAnswer:C,Topic:MediaandSocietyPageRef:1124)Whichofthefollowingmediawasamongthefirsttodemassifyinthe1950s?A)broadcasttelevisionB)radioC)magazinesD)newspapersAnswer:B,Topic:MediaandSocietyPageRef:1225)DemassificationhascontributedtothegrowthofA)general‐interestmagazines.B)alternativemediafornarrowgenresinthemassaudience.C)mainstreammedia.D)medialiteracy.Answer:B,Topic:MediaandSocietyPageRef:1226)Atermthatenteredthevocabularyinthe1980stodescribehowthebroadcastindustryreachesnicheaudiencesisA)fringecasting.B)audiencedefragmentation.C)narrowcasting.D)cablemobility.Answer:C,Topic:MediaandSocietyPageRef:1227)Withrareexception,theprimarygoalofmostU.S.massmediaistoA)makeprofits.B)providenewsandinformationtothemasses.C)entertain.D)provideanexchangeofideas.Answer:A,Topic:MediafinancesPageRef:1328)AmajorrevenuestreamforAmericanmediaisA)advertising.B)publicrelations.C)myopicprofitorientation.D)editorialcontent.Answer:A,Topic:MediaFinancesPageRef:13

29)WhatadvertisersarereallypayingthemassmediaforisA)prestige.B)accesstopotentialcustomers.C)protectionagainstfinancialstagnation.D)conglomeration.Answer:B,Topic:MediaFinancesPageRef:1330)ThebookindustryisunlikemostothermajormediacompaniesbecauseA)itsproductcontainsin‐depthinformation.B)itattractsaudiencesonereaderatatime.C)itreliesalmostexclusivelyondirectsalesforitsrevenue.D)itappealstobroadmassesofpeople.Answer:C,Topic,MediaFinancesPageRef:1331)Thenon‐advertisingpartofamediaproduct’scontentiscalledA)editorialcontent.B)infomercial.C)subscription.D)paidspace.Answer:A,Topic:MediaFinancesPageRef:1432)WhentheSanJoseMercuryNewsranastoryabouthowcarbuyerscannegotiateabetterdeal,enragedcardealersunitedtopulltheiradvertisingfromthepaper,thusattemptingtocontrolA)theiradvertisingrates.B)editorialcontent.C)thenewspaper’scirculation.D)thesizeoftheirads.Answer:B,Topic:MediaFinancesPageRef:1433)ThedocumentaryFearandFavorwasconsideredcontroversialandwasrejectedbymanycorporatesponsors,televisionstationsandnetworksbecauseitA)heavilypromotedresponsiblecorporateadvertisingpractices.B)wasconsideredsocialistpropaganda.C)wasnarratedbyMichaelMoore.D)offeredcaseaftercaseofmediakowtowingtopowerfulcorporateinterests.Answer:D,TopicMassMediaFearandFavorPageRef:1534)Whichofthefollowingmediaorganizationsreliesinpartongovernmentfunding?A)NationalPublicRadioB)HomeBoxOfficeC)NationalBroadcastingCompanyD)TimemagazineAnswer:A,Topic:MediaFinancesPageRef:16

35)Formostmagazines,subscriptionsareA)aminorrevenuestream.B)amajorrevenuestream.C)theonlyrevenuesource.D)anewtrend.Answer:A,Topic:MediaFinancesPageRef:1636)Besidesticketsales,anothersourceofrevenueforHollywoodisA)popcornsales.B)parkingfees.C)awardsshows.D)merchandisetie‐ins,likeSimpsontoys.Answer:D,Topic:MediaFinancesPageRef:1637)OneofthedifficultiesSamZellfacedwhenhepurchasedtheChicagoTribunewashislackofA)apersonalfortune.B)ambition.C)knowledgeofwhatconstitutesgreatjournalism.D)tieswiththepoliticalclass.Answer:C,Topic:MediaFinancesPageRef:1738)WhichcontroversialmediamogulbuiltNewsCorporationintooneoftheworld’slargestmediaempires?A)JaneFondaB)NewtGingrichC)RupertMurdochD)TomBrokawAnswer:C,Topic:MediaFinancesPageRef:181.2True/FalseQuestions1)PublicfigureslikeMichaelJ.Foxusethemediatocommunicatetheirmessages.Answer:TRUE,Topic:GreatMoralIssuesPageRef:22)Themassmediatheoreticallyenablepeopletoparticipateinpublicaffairs.Answer:TRUE,Topic:GreatMoralIssuesPageRef:33)AstudyatBallStateUniversityfoundthatpeopleintentionallyspend30percentoftheirwakinghourswiththemedia.Answer:TRUE,Topic:MediaUbiquityPageRef:3

4)Themassmediaarethevehiclesthroughwhichmessagesaredisseminatedtomassaudiences.Answer:TRUE,Topic:MediaUbiquityPageRef:35)Massmediahavebecomesointegratedintoourlivesthatmediamultitaskingiscommon.Answer:TRUE,Topic:MediaUbiquityPageRef:46)Abrochureonmeningitisgiventoincomingcollegestudentsisaformofmassmedia.Answer:TRUE,TopicMediaUbiquityPageRef:57)Peoplewhousemedia,theindustrieswhoadvertiseinmediaandthecompaniesbuiltaroundmediahaveasymbioticrelationship.Answer:TRUE,Topic:MediaUbiquityPageRef:68)Thebetteryourmedialiteracyskills,thebetterequippedyouaretodealwithadelugeofmediamessages.Answer:TRUE,Topic:MediaUbiquityPageRef:610)Advertisingisanimportantpartofmassmedia’sroleasanentertainmentsource.Answer:FALSE,Topic:MediaUbiquityPageRef:611)Themostvisiblemass‐deliveredinformationisnews.Answer:TRUE,Topic:MediaUbiquityPageRef:612)Massmediaareeitherstrictlyinformationalorstrictlyentertainment.Answer:FALSE,Topic:MediaUbiquityPageRef:613)Advertisingistheonlymassmessagethatispersuasive.Answer:FALSE,Topic:MediaUbiquityPageRef:614)Beforemassmedia,peoplecreatedtheirowndiversion,entertainmentandamusement.Answer:TRUE,Topic:MediaUbiquityPageRef:615)Theroleofpersuasionisespeciallyimportantinademocraticsociety.Answer:TRUE,Topic:MediaUbiquityPageRef:616)People,intheircontemporarylifestyles,needmassmedia,butindustriesdonot.Answer:FALSE,Topic:MediaUbiquityPageRef:6

17)Onemeasureofmedialiteracyisawarenessofthepresenceofmediamessages.Answer:TRUE,Topic:MediaUbiquityPageRef:718)Medialiteracyrequiresdistinguishingbetweenmessagesandthemessenger.Answer:TRUE,Topic:MediaUbiquityPageRef:719)Intelligentuseofthemassmediarequiresassessingthemotivationforamessage.Answer:TRUE,Topic:MediaUbiquityPageRef:720)ThedifferenttechnologiesonwhichmediaareshapeddoNOTaffectmessages.Answer:FALSE,Topic:MediaUbiquity PageRef:721)IntheU.S.,massmediaserveasawatchdogonbehalfofthepeopleagainstgovernmentmisdeeds.Answer:TRUE,Topic:MediaUbiquityPageRef:822)Researchershaveproventhatvideogamescauseviolentcrime.Answer:FALSE,Topic:MediaUbiquityPageRef:823)TheroleofthemediainChinaismuchdifferentthanitisintheUnitedStates.Answer:TRUE,Topic:MediaUbiquityPageRef:824)Feedbackisdefinedastheresponsetoamessage.Answer:TRUE,Topic:HumanCommunicationPageRef:925)Groupcommunicationinvolvesanaudienceofmorethanone,allwithinearshot.Answer:TRUE,Topic:HumanCommunicationPageRef:926)Themostsweepingeffectofmassmediahasbeenasaculturalunifier.Answer:TRUE,Topic:MediaandSocietyPageRef:1027)Themassmediacanhelpasocietyidentifyitsvalues.Answer:TRUE,Topic:MediaandSocietyPageRef:1028)Ason9/11,themassmediacanhelpconnectpeopleduringtimesofcrises.Answer:TRUE,Topic:MediaandSocietyPageRef:11

29)Themassmediatrendtodayistoseekthelargestpossiblemassaudience.Answer:FALSE,Topic:MediaandSocietyPageRef:1130)MediacoverageofHurricaneKatrinaandeventheSuperbowlprovideasharedculturalexperience.Answer:TRUE,Topic:MediaandSocietyPageRef:1131)Themedia,incoveringsocietalcontroversy,aredivisive. Answer:FALSE,Topic:MediaandSocietyPageRef:1132)Demassificationmeansthatmassmediaarenarrowingtheiraudiencefocus.Answer:TRUE,Topic:MediaandSocietyPageRef:1133)Demassificationhascontributedtothegrowthofgeneral‐interestmagazines.Answer:FALSE,Topic:MediaandSocietyPageRef:1234)Therecentexplosioninmediasourceshasencouragedincreasedconsensus‐building.Answer:FALSE,Topic:MediaandSocietyPageRef:1235)Narrowcasting,asopposedtobroadcasting,isthemassmediaseekingnicheaudiences.Answer:TRUE,Topic:MediaandSocietyPageRef:1236)Advertisinggeneratesmostoftherevenuefornewspapers,magazines,radioandtelevision.Answer:TRUE,Topic:MediaFinancesPageRef:1337)Newspapersearnlessfromadvertisersthanreaders.Answer:FALSE,Topic:MediaFinancesPageRef:1338)MostU.S.massmediaareprofit‐driven.Answer:TRUE,Topic:MediaFinancesPageRef:1339)Advertisershavelittleimpactonwhatmessagesareorarenotspreadbythemedia.Answer:FALSE,Topic:MediaFinancesPageRef:1340)Advertisersbuyaccesstothemassmedia’saudiences.Answer:TRUE,Topic:MediaFinancesPageRef:13

41)ThedocumentaryFearandFavorfocusedonthehands‐offapproachadvertiserstaketoeditorialcontent.Answer:FALSE,Topic:MediaPeople‐MassMediaFearandFavorPageRef:1442)Abooksucceedsorfailsondirectsales.Answer:TRUE,Topic:MediaFinancesPageRef.:1543)PBSandNPRderivemostoftheirrevenuefromadvertising.Answer:FALSE,Topic:MediaFinancesPageRef:1544)Directsalesarethepurestrelationshipbetweenamediaproductanditsaudience.Answer:TRUE,Topic:MediaFinancesPageRef:1545)Merchandisetie‐insareaninsignificantrevenuestreamforHollywood.Answer:FALSE,Topic:MediaFinancesPageRef:1546)ThereputationoftheChicagoTribunewassulliedafterbeingpurchasedbySamZell,whoputpoliticiansandadvertisingrepresentativesontheboardofeditorialwriters.Answer:TRUE,Topic,MediaFinancesPageRef.1647)RobertMurdochbuiltoneoftheplanet’slargestmediaempires,whichincludesFoxtelevisionnetworks.Answer:TRUE,Topic,MediaFinancesPageRef:171.3CompletionQuestions1)Thetechnology‐assistedtransmissionofmessagestomassaudiencesisknownas__________.Answer:masscommunication,Topic:MediaUbiquityPageRef:42)Simultaneousexposuretomessagesfromdifferentmediaiscalled__________.Answer:mediamultitasking,Topic:MediaUbiquityPageRef:43)Themostvisibleinformationdeliveredbymassmediais__________.Answer:news,Topic:MediaUbiquityPageRef:64)Aformofmessageintendedtopersuadepeopletobuyaproductiscalled__________.Answer:advertising,Topic:MediaUbiquityPageRef:6

5)Before__________,peoplecreatedtheirowndiversion,entertainmentandamusement.Answer:massmedia,Topic:MediaUbiquityPageRef:66)The__________isaconceptthatarobustexchangeofideasyieldsbetterconsensus.Answer:marketplaceofideas,Topic:MediaUbiquityPageRef:67)Ina(n)_______________society,theroleofpersuasionisespeciallyimportant.Answer:democratic,Topic:MediaUbiquityPageRef:68)Industrieshaveasymbioticrelationshipwithmediabecausebothneeda(n)__________.Answer:audience,Topic:MediaUbiquityPageRef:69)Whenpeopleare__________,theyareawareoftheirmediaenvironment.Answer:medialiterate,Topic:MediaUbiquityPageRef:710)TheU.S.Constitutionimpliesthatthenewsmediashouldserveasa(n)___________onbehalfofthepeopleagainstgovernmentmisdeeds.Answer:watchdog,TopicMediaUbiquityPageRef:811)_______________requiresanaudienceofmorethanone,allwithinearshot.Answer:Groupcommunication,Topic:HumanCommunicationPageRef.912)__________iscommunicationbetweentwoindividuals.Answer:Interpersonalcommunication,Topic:HumanCommunicationPageRef:913)Themassaudiencegenerallylackstheopportunityforimmediate__________.Answer:feedback,Topic:HumanCommunicationPageRef:914)Beginningwithbooks,thennewspapersandradio,themassmediahelpedtheU.S.createacultural____________.Answer:identity,Topic:MediaandSocietyPageRef:1015)Thefragmentationofthemassaudienceintonarrowersegmentsiscalled__________.Answer:demassification,Topic:MediaandSocietyPageRef:11

16)__________isthetermusedbybroadcastmediatodescribereachingforsmaller,nicheaudiences.Answer:Narrowcasting,Topic:MediaandSocietyPageRef:1217)Massmediaderiveincomeeitherbysellingtheirproductsdirectlytotheaudienceorfrom__________.Answer:advertising,Topic:MediaFinancesPageRef:1318)Advertisersbuytimefromthebroadcastmediaand__________fromtheprintmedia.Answer:space,Topic:MediaFinancesPageRef:1319)A(n)_________________isthetermusedtodescribethevarioussourcesofincomeflowingintomedia.Answer:revenuestream,Topic:MediaFinancesPageRef:1320)Thenon‐advertisingpartofamediaproduct’scontentiscalled__________.Answer:editorialcontent,Topic:MediaFinancesPageRef:141.4MatchingQuestionsPleasematchthetermswiththeirdefinitions.1)MarketplaceofIdeas A)Seekingnarroweraudiences2)Medialiteracy B)Knowledgeaboutmassmedia3)Culturalidentity C)Sendingofmessagestomanypeople4)Masscommunication D)Freeexpressionofcompetingideas5)Demassification E)SharedexperiencesAnswers:1)D2)B3)E4)C5)APageRef:6,9‐111.5EssayQuestions1)Themassmediaareaninformationsource,anentertainmentsource,apersuasionforum,andaninfluenceincreatingandunifyingcommunity.Howwouldyouranktheseinimportance?Inyourresponse,offeranexampleofeachtosupportyourranking.PageRef:5‐6,Topic:MediaUbiquity2)Pleasedefinemedialiteracyanddiscussthreewaysconsumerscouldbecomemoremedialiterate.PageRef:6‐8,Topic:MediaUbiquity

3)IstheInternetaformofmasscommunicationorinterpersonalcommunication?Providetwodetailedexamplestosupportyourposition.PageRef:9,Topic:HumanCommunication4)Describetherolemassmediaplayinacontentious,contemporaryissuefacingtheUnitedStatesandhowtheyhinderoraidcommunityconsensus.Provideexamplestosupportyourposition.PageRef:11.Topic:MediaandSociety5)Describedemassificationandthereasonsbehinditsdevelopment.Doyouforeseefurtherdemassificationastechnologyadvances?Pleaseprovideexamples.PageRef:11‐12,Topic:MediaandSociety6)Nameseveralmassmediathatdon’trelysolelyonadvertisingrevenuetostayinoperation.Whatimpactdoesthishaveoncontent?Provideexamplestosupportyourposition.PageRef:15‐16,Topic:MediaFinances7)Discussthebenefitsofthreemajorrevenuestreams(sourcesofincome)formediaproducts.Providedetailedexamplesforeach.PageRef:13‐16,Topic:MediaFinances

Chapter2MediaTechnology2.1MultipleChoiceQuestions1)Duringthe1864presidentialelection,ThomasNast’spoliticalcartoonplayedaninfluentialroleandwassignificantinthehistoryofmasscommunicationbecauseitA)demonstratedthatcolorcartooninghadimmenseimpact.B)demonstratedthathumorhadaplaceinpolitics.C)wasthechildofnewprintingtechnologycalledlithography.D)wasthefirstcartoonforNast,whobecamethemostpowerfulpoliticalcartoonistofhistime.Answer:C,Topic:TurningVotersPageRef:232)OnedefiningcharacteristicofmasscommunicationisitA)caneasilysurvivewithouttechnologicalassistance.B)reliesontechnology.C)precededtechnology.D)existsdespitetechnologicaladvances.Answer:B,Topic:MediaTechnologyPageRef:233)Whenpeoplecommunicateface‐to‐face,wecallitA)masscommunication.B)media.C)interpersonalcommunication.D)pedagogy.Answer:C,Topic:MediaTechnologyPageRef:234)TraditionalmediaproductsandnewproductsareemergingfromA)analogtechnology.B)landlines.C)digitaltechnology.D)noneofthese.Answer:C,Topic:MediaTechnologyPageRef:245)Photographyandmovieshavereliedonthistechnologythroughoutmostoftheirhistory.A)chemicaltechnologyB)printtechnologyC)electronictechnologyD)digitaltechnologyAnswer:A,Topic:MediaTechnologyPageRef:24

Chapter2MediaTechnology

6)ThefirstoftheelectronicmediawasA)film.B)soundrecording.C)television.D)video.Answer:B,Topic:MediaTechnologyPageRef:247)Thisinnovationmadetheprintingpressanagentformasscommunication.A)thenewspaperB)film C)printinginkD)movablemetaltypeAnswer:D,Topic:PrintingTechnologyPageRef:248)Themanwhoinventedmovabletypeandproduced200BibleswithitwasA)RichardHoe.B)FrederickIves.C)JohannesGutenberg.D)MartinLuther.Answer:C,Topic:PrintingTechnologyPageRef:24,259)WhiletheChineseinventedpaperandcreatedthefirstprintculture,themovementtowardmassproductioninChinawasstalledbecauseA)ofalackofmaterials.B)theChineselanguagehasmorethan5,000basiccharacters.C)ofaninternalcivilwar.D)ofpoliticalpressureAnswer:B,Topic:PrintingTechnologyPageRef:2510)TheadvancementoftheprintedwordwasinitiallyslowedbecauseofA)shortagesofpaperandink.B)anunwillingnessofthepublictoacceptmass‐producedpublications.C)ashortageofmetaltomakepresses.D)theDarkAges.Answer:A,Topic:PrintingTechnologyPageRef:2511)Thankstothis1440sinvention,scientistscouldprinttheirtheoriesandexperimentsforwidedissemination.A)photographyB)paperC)papyrusD)movablemetaltypeAnswer:D,Topic:PrintingTechnologyPageRef:25

12)RichardHoeperfectedthehigh‐speed,rotarypressduringwhatrevolution,duringwhichperiodthetechnologytomassproducepaperwascreated?A)AmericanRevolutionB)IndustrialRevolutionC)FrenchRevolutionD)MediaRevolutionAnswer:B,Topic:PrintingTechnologyPageRef:2713)FrederickIvesinventedthisprocessin1876thatallowedvisualstoaccompanythewrittenword.A)photography B)halftoneC)cameraD)movabletypeAnswer:B,Topic:PrintingTechnologyPageRef:2814)Thereproductionofablack‐andwhiteimageinwhichthevarioustonesofgrayareproducedbyvariouslysizeddotsofinkiscalledA)halftone.B)inkdotprocess.C)celluloid.D)photography.Answer:A,Topic:PrintingTechnologyPageRef:2815)In1934,TimefounderHenryLucelaunchedthisvisually‐orientedmagazinecalledA)Harper’sBazaar.B)Life.C)BetterHomesandGardens.D)Time.Answer:B,Topic:PrintingTechnologyPageRef:2916)ThistechnologycameofagebytheU.S.CivilWarandcreatedanewkindofarchivalrecord.A)photographyB)theprintingpressC)videoD)radioAnswer:A,Topic:ChemistryTechnologyPageRef:29

17)ThedeliveryofmassmessagesfragmentedintoagrowingnumberofdigitalmechanismsiscalledA)convergence.B)usergenerated.C)interpersonalcommunication.D)media.Answer:A,Topic:ChemistryTechnology–MediaTimelinePageRef:3018)GeorgeEastmaniswell‐knownfordevelopingA)themoviecamera.B)photography.C)celluloidfilm.D)theprojector.Answer:C,Topic:ChemistryTechnologyPageRef:3219)ThefirstsoundrecordingandplaybackmachinewastheA)telegraph.B)microphone.C)Morsecode.D)phonograph.Answer:D,Topic:ElectricalTechnologyPageRef:3320)ThisinventorofthetelegraphtalkedCongressintospending$30,000tostringelectricity‐conductingwire41milesfromWashingtontoBaltimore.A)ThomasEdisonB)SamuelMorseC)EmileBerlinerD)WilliamDicksonAnswer:B,Topic:ElectricalTechnologyPageRef:3321)Thefirstrecordingmachine,thephonograph,wasinventedbyA)ThomasEdison.B)EmileBerliner.C)SamuelMorse.D)GeorgeEastman.Answer:A,Topic:ElectricalTechnologyPageRef:3322)GuglielmoMarconiiswellknownfortransmittingthefirstA)photograph.B)wirelessmessage.C)halftone.D)textmessage.Answer:B,Topic:ElectricalTechnologyPageRef:34

23)In1887,HeinrichHertzdemonstratedtheexistenceofA)electricalwaves.B)televisionsignals.C)satellitewaves.D)electricity.Answer:A,Topic:ElectricalTechnologyPageRef:3424)IdahofarmboyPhiloFarnsworthinventedA)theradio.B)thetelevision.C)lightwaves.D)theradio.Answer:B,Topic:ElectricalTechnologyPageRef:3525)Thefirstcommunicationsatellitewaslaunchedin1960andcalledA)Westlink1.B)Startel.C)CNN.D)Telstar.Answer:D,Topic:NewTechnologiesPageRef:3726)AgroundstationthatbeamsasignaltoanorbitingcommunicationsatelliteiscalledA)anuplink.B)adownlink. C)abeam.D)geosynchronous.Answer:A,Topic:NewTechnologies.PageRef:3727)AgroundstationthatreceivesasignalrelayedfromacommunicationsatelliteiscalledA)anuplink.B)adownlink.C)abeam.D)geosynchronous.Answer:B,Topic:NewTechnologies.PageRef:3728)Thisconventionaltelecommunicationconnectionusedcablelaidacrosstheland,typicallyburiedoronpoles.A)landlineB)satelliteC)downlinkD)landlinkAnswer:A,Topic:NewTechnologiesPageRef:38

29)Thistelevisiontransmissionsystemusescableratherthananover‐airbroadcastsignal.A)dishB)satellitetelevisionC)HDTVD)cabletelevisionAnswer:D,Topic:NewTechnologiesPageRef:3830)Thin,flexiblefibersofglassthattransmitlightsignalsarecalledA)fiber‐opticcables.B)coaxcables.C)jumpercables.D)landlines.Answer:A,Topic:NewTechnologiesPageRef:3831)Thissiliconchipisusedindigitaltechnology.A)digitalconductorB)LayschipC)semiconductorD)BellchipsAnswer:C,Topic:DigitalIntegrationPageRef:3832)Themeldingofprint,electronicandphotographicmediaintodigitizedformiscalledA)mediaconvergence.B)amashup.C)ARPAnet.D)semiconductivity.Answer:A,Topic:DigitalIntegrationPageRef:4033)TheearlyInternetlinkedcontractorsanduniversitiessothatmilitaryresearcherscouldexchangeinformation.In1969,thissystemwasknownasA)Darpa.B)digital.C)U.S.Net.D)ARPAnet.Answer:D,Topic:DigitalIntegrationPageRef:4034)Thetypeoftechnologythroughwhichmediamessagesarecodedinto1sand0sfordeliverytransmissionandthendecodedintotheiroriginalappearanceisA)digitalB)analogC)mixedmediaD)convergentAnswer:A,Topic:DigitalIntegrationPageRef:40

35)Thishigh‐capacityglobaltelephonenetworklinkscomputers.A)theInternetB)cellularcommunicationC)satellitecommunication D)GoogleAnswer:A,Topic:DigitalIntegrationPageRef:4036)Wearenowinthemidstofadigitalrevolution,alsocalledA)mediaclash.B)multitasking.C)democratization.D)mediaconvergence.Answer:D,Topic:DigitalIntegrationPageRef:4037)TimBerners‐LeeinventedtheA)communicationsatellite.B)fiber‐opticconductorC)Internet.D)WorldWideWeb.Answer:D,Topic:DigitalIntegrationPageRef:4138)WhenReuterstransmittedtheincorrectphotographofsongsterJimmyBuffett,ittriggereddiscussiononthebusinesspracticeofA)hiringhigh‐schooldropouts.B)outsourcingofU.S.jobstoforeigncountries.C)usingtechnologytodelivernews.D)usingcelebritiestopromoteaproduct.Answer:B,Topic:DigitalIntegrationPageRef:4239)ThisYaleprofessordevisedthenarrativecommunicationmodel.A)GuglielmoMarconiB)HaroldLasswellC)SamuelMorseD)SteveJobsAnswer:B,Topic:TechnologyandMassCommunicationPageRef:4340)ThemediumthroughwhichamessageissenttoamassaudienceiscalledaA)channel.B)system.C)network.D)product.Answer:A,Topic:TechnologyandMassCommunicationPageRef:43

41)Thenarrative‐communicationmodelonhowcommunicationworksincludesfourkeyelements.WhichoftheseisNOToneoftheelements?A)Whosayswhat?B)Inwhichchannel?C)Towhom?D)Howclearly?Answer:D,Topic:TechnologyandMassCommunicationPageRef:4342)__________aremediapeoplewhomakejudgmentsonwhattoincludeinnewsbroadcasts,newspapers,radionewscasts,websitesandothermediaproducts.A)RegulatorsB)GatekeepersC)ConsumersD)TechnologistsAnswer:B,Topic:TechnologyandMassCommunicationPageRef:4543)AmplificationinrelationtomasscommunicationtheorymeansA)givingamessagealargeraudience.B)increasingthesizeoftheprintinabook.C)increasingthenumberofpeopledeliveringthemessage.D)increasingthevolumeonaspeaker’smicrophone.Answer:A,Topic:TechnologyandMassCommunicationPageRef:4544)Ifamilitarycensorstopsacombatstoryfrombeingreleased,heisactingintheroleofA)anamplifier.B)agatekeeper.C)aregulator.D)amediator.Answer:C,Topic:TechnologyandMassCommunicationPageRef:4545)Noiseistheimpedimenttocommunicationbeforeamessagereachesareceiver.WhichofthefollowingisNOTlistedbythetextbookasaformofnoise?A)semanticnoiseB)digitizednoiseC)channelnoiseD)environmentnoiseAnswerB,Topic:TechnologyandMassCommunicationPageRef:46

46)IfaCEOslurshisspeechwhenaddressingcompanyemployeesonaWebcast,thisiscalledA)channelnoise.B)environmentalnoise.C)semanticnoise.D)articulationnoise.Answer:C,TopicTechnologyandMassCommunicationPageRef:4647)IfBobisunabletounderstandthesymbolsacommunicatorusesand,therefore,cannotdecipherthemessage,thenBobisimpededbyA)aninformationalfilter.B)aphysicalfilter.C)apsychologicalfilter.D)aliteracyfilter.Answer:A,Topic:TechnologyandMassCommunicationPageRef:4648)IfBelindaisdrunkwhenlisteningtoapresidentialspeechontelevision,sheisexperiencingA)aninformationalfilter.B)aphysicalfilter.C)apsychologicalfilter.D)anintelligencefilter.Answer:B,Topic:TechnologyandMassCommunicationPageRef:4649)WebcommunicationshiftsmuchofthecontrolofcommunicationthroughthemassmediatotheA)Internetprovider.B)senderofthemessage.C)recipientofthemessage.D)softwaretechnology.Answer:C,Topic:TechnologyandMassCommunicationPageRef.4750)LinearcommunicationandmasscommunicationaremuchdifferentthanA)landlinecommunication.B)telegraphmessages.C)broadcastnews.D)webcommunication.Answer:D,Topic:TechnologyandMassCommunicationPageRef:472.2True/FalseQuestions1)Masscommunicationisatechnology‐enabledprocess.Answer:TRUE,Topic:MediaTechnologyPageRef:23

2)Massproductionofthewrittenwordbecamepossiblewithmovablemetaltype.Answer:TRUE,Topic:PrintingTechnologyPageRef:243)Themedialandscapeisevolvingwiththeriseofnewtechnology.Answer:TRUE,Topic:MediaTechnologyPageRef:244)JohannesGutenberginventedmovablemetaltypeinthemid‐1440s.Answer:TRUE,Topic:PrintingTechnologyPageRef:245)Movablemetaltypemadetheprintingpressanagentformasscommunication.Answer:TRUE,Topic:PrintingTechnologyPageRef:246)Thegrowingquantityofprintedmaterialsfueledliteracyand,slowly,astandardizationinwrittenlanguages.Answer:TRUE,Topic:PrintingTechnologyPageRef:257)Booksandotherprintpublicationsimmediatelybecameplentifulaftertheprintingpresswascreatedbecauseoftheplentifulsupplyofpaperandink.Answer:FALSE,Topic:PrintingTechnologyPageRef:258)Only2,000GutenbergBibleswereproduced.Answer:FALSE,Topic:PrintingTechnologyPageRef:269)Movablemetaltypeallowedexchangesamongscientistsandotherscholars.Answer:TRUE,MediaPeople:GutenbergLegacyPageRef:2710)Pulpfictionisaderisivetermforcheapnovels.Answer:TRUE,Topic:PrintingTechnologyPageRef:2711)Photographydidnotincreasethecommunicativepowerofthewrittenwordinthe1800s.Answer:FALSE,Topic:PrintingTechnologyPageRef:2812)Halftonesallowustoseeshapesandimagesproducedbyvariouslysizeddotsofink.Answer:TRUE,Topic:PrintingTechnologyPageRef:28

13)WiththelaunchingofSportsIllustratedin1934,photographymovedthemagazineindustryintonewvisualground.Answer:FALSE,Topic:PrintingTechnologyPageRef:2914)HenryLucelaunchedLifemagazinein1964.Answer:FALSE,Topic:PrintingTechnologyPageRef:2915)Photographyandmoviesreliedonchemicaltechnologythroughoutmostofitshistory.Answer:TRUE,Topic:ChemistryTechnologyPageRef:2916)Thetechnologyinvolvedinearlyfilmandmovieswaselectricalchemistry.Answer:FALSE.Topic:ChemistryTechnologyPageRef:2917)MathewBradyisknownforhisphotographiccoverageoftheU.S.CivilWar.Answer:TRUE,Topic:ChemistryTechnologyPageRef:3118)TheKodakbrothersopenedthefirstmotionpictureexhibitionhall.Answer:FALSE,Topic:ChemistryTechnologyPageRef:3219)Thefirstsoundrecordingandplaybackmachinewascalledthephonograph.Answer:TRUE,Topic:ElectricalTechnologyPageRef:3320)Thetelegraphallowedforlong‐distancecommunicationbetweenpointAandpointB.Answer:TRUE,Topic:ElectricalTechnologyPageRef:3321)SamuelMorseinventedthetelephonein1844.Answer:FALSE,Topic:ElectricalTechnologyPageRef:3322)GranvilleWoodspioneeredawirelesswaytosendmessagestoandfrommovingtrains.Answer:TRUE,Topic:ElectricalTechnologyPageRef:3323)In1895,GuglielmoMarconidiscoveredhowtouseradiowavestosendmessages.Answer:TRUE,Topic:ElectricalTechnologyPageRef:34

24)PhiloFarnsworthinventedtheconceptoflivetransmissionofmovingimageswhenhewasjust13yearsold.Answer:TRUE,Topic:ElectricalTechnologyPageRef:3525)Bythe1930s,aradio‐likedeliveryinfrastructurefortelevisionwasinplace.Answer:FALSE,TopicElectricalTechnologyPageRef:3526)Thekeytoutilizingsatellitesactuallywastheconceptofsci‐fiauthorArthurC.Clarke.Answer:TRUE,Topic:NewTechnologiesPageRef:3627)Telstarwasthefirstcommunicationsatellitetotransmittelephonesignals.Answer:TRUE,Topic:NewTechnologiesPageRef:3728)Anuplinkisagroundstationthatbeamsasignaltoanorbitingcommunicationsatellite.Answer:TRUE,Topic:NewTechnologiesPageRef:3729)Adownlinkisagroundstationthatreceivesasignalrelayedfromacommunicationsatellite.Answer:TRUE,Topic:NewTechnologiesPageRef:3730)Copperwireshavereplacedfiber‐opticcablesincarryingtelephonemessages.Answer:FALSE,Topic:NewTechnologiesPageRef:3831)Thefirstcabletelevisionsystemswerecreatedtoprovidetelevisiontoapartmentcomplexesinmetropolitanareas.Answer:FALSE,Topic:NewTechnologiesPageRef:3832)Thesemiconductorhashadlittleinfluenceinthedevelopmentofdigitaltechnology.Answer:FALSE,Topic:DigitalIntegrationPageRef:3933)ThehighcostofInternetproductionanddeliverywillhindertheexpansionofmediacontent.Answer:FALSE,Topic:DigitalIntegrationPageRef:4034)TheInternetisahigh‐capacityglobaltelephonenetworkthatlinkscomputers.Answer:TRUE,Topic:DigitalIntegrationPageRef:40

35)UniversityandmilitaryresearcherswerethedrivingforcesbehindtheearlyrenditionoftheInternet.Answer:TRUE,Topic:DigitalIntegrationPageRef:4036)Themeldingofprint,electronicandphotographicmediaiscalledthemeltingpot.Answer:FALSE,Topic:DigitalIntegrationPageRef:4037)SteveJobsinventedtheWorldWideWebAnswer:FALSE,Topic:DigitalIntegration–MediaPeoplePageRef:4138)HaroldLasswelldevisedthenarrativecommunicationmodel.Answer:TRUE,Topic:TechnologyandMassCommunicationPageRef:4339)Oneaspectofthenarrativecommunicationmodelisthatitexploreswhichchannelisbeingusedtocommunicate.Answer:TRUE,Topic:TechnologyandMassCommunicationPageRef:4340)Gatekeepersaremediapeoplewhomakejudgmentsaboutmessages.Answer:TRUE,Topic:TechnologyandMassCommunicationPageRef:4541)TheFederalCommunicationCommissionisanexampleofaregulator.Answer:TRUE,Topic:TechnologyandMassCommunicationPageRef:4542)Amilitarycensorwhostopsacombatstoryfrombeingreleasediscalledagatekeeper.Answer:FALSE,Topic:TechnologyandMassCommunicationPageRef:4543)Slurringandotherimpedimentstothecommunicationprocessbeforeamessagereachestheaudiencearecallednoise.Answer:TRUE,Topic:TechnologyandMassCommunicationPageRef:444)Regulatorsbalancethebooksformediaorganizations.Answer:FALSE,Topic:TechnologyandMassCommunicationPageRef:4545)Afilterdoesnotimpedecommunication.Answer:FALSE,Topic:TechnologyandMassCommunicationPageRef:46

46)Environmentalnoiseisinterferenceduringtransmission.Answer:FALSE:Topic:TechnologyandMassCommunicationPageRef:4647)Someonewhodoesnotunderstandthelanguageofthecommunicatorishinderedbyaninformationalfilter.Answer:TRUE,Topic:TechnologyandMassCommunicationPageRef:4648)Someonewhoistiredandhisorhermindisdimmedwithfatigueishinderedbyapsychologicalfilter.Answer:FALSE,Topic:TechnologyandMassCommunicationPageRef:4649)OneobstacleinregulatingtheInternetisthatitisdecentralized.Answer:TRUE,Topic:TechnologyandMassCommunicationPageRef:4650)Televisioncommunicationshiftsmuchofthecontrolofthecommunicationtotherecipient.Answer:FALSE,Topic:TechnologyandMassCommunicationPageRef:472.3ShortAnswerQuestions1)__________isusuallywhentwopeoplecommunicateface‐to‐face.Answer:InterpersonalcommunicationPageRef:23,Topic:MediaTechnology2)__________spawnedorstartedthebook,newspaperandmagazineindustries.Answer:MovablemetaltypePageRef:24,Topic:MediaTechnology3)Photographyandmovieshavereliedon__________technologythroughmostoftheirhistory.Answer:chemicalPageRef:24,Topic:MediaTechnology4)__________inventedmovablemetaltypeinthemid‐1440s.Answer:JohannesGutenbergPageRef:24,Topic:PrintingTechnology5)Gutenbergprinted__________Bibleswithmovabletype.Answer:200PageRef:26,Topic:PrintingTechnology6)Reproductionofanimageinwhichthevarioustonesofgrayorcolorareproducedbyvariouslysizeddotsofinkiscalled__________.Answer:halftonePageRef:28,Topic:PrintingTechnology

7)TimefounderHenryLucelaunched__________magazinein1934.Answer:LifePageRef:29,Topic:PrintingTechnology8)MathewBradyisknownforcreatingaphotographicrecordofthe__________.Answer:U.S.CivilWar.PageRef:31,Topic:ChemistryTechnology9)WilliamDicksondevelopedthefirst__________.Answer:moviecameraPageRef:32,Topic:ChemistryTechnology10)Thefirstsoundrecordingandplaybackmachinewasthe__________.Answer:phonographPageRef:33,Topic:ElectricalTechnology11)Theinventorofthetelegraphwas__________.Answer:SamuelMorsePageRef:33,Topic:ElectricalTechnology12)In1887,GranvilleWoodsdiscoveredawaytosendmessagestoandfrom__________.Answer:movingtrainsPageRef:34,Topic:ElectricalTechnology13)GuglielmoMarconitransmittedthefirst__________in1895.Answer:wirelessmessagePageRef:34,Topic:ElectricalTechnology14)PhiloFarnsworthwastheinventorof__________.Answer:televisionPageRef:35,Topic:ElectricalTechnology15)TheRussianslaunchedthefirsthuman‐madesatellitenamed__________.Answer:SputnikPageRef:35,Topic:NewTechnologies16)Agroundstationthatreceivesarelayedsignalfromacommunicationsatelliteiscalleda(n)_________.Answer:downlinkPageRef:37,Topic:NewTechnologies17)Fiber‐opticcableconsistsofthinflexiblefibersof__________Answer:glassPageRef:38,Topic:NewTechnologies18)Ahigh‐capacity,global‐telephonenetworkthatlinkscomputerisalsoknownasthe__________.Answer:InternetPageRef:40,Topic:DigitalIntegration

19)HaroldLasswelldevelopedthe___________modeltotrytounderstandhowmasscommunicationworks.Answer:narrativePageRef:43,Topic:TechnologyandMassCommunication20)Theimpedimenttocommunicationbeforeamessagereachesareceiveriscalled_______.Answer:noisePageRef:45,Topic:TechnologyandMassCommunication2.4MatchingQuestionsPleasematchtheinvention/innovationwiththeinventor/innovator.1)JohannesGutenberg A)Telegraph2)FrederickIves B)Adaptedhalftonetechnologyforhigh‐speed

newspaperpresses.3)PhiloFarnsworth C)Transmittedfirstwirelessmessage4)SamuelMorse D)Firstmovietheater5)GuglielmoMarconi E)Television6)RichardHoe F)Perfectedrotarypress7)LumiereBrothers G)Movabletype8)SteveHorgan H)InventedtheWorldWideWeb9)WilliamDickson I)Halftone10)TimBerners‐Lee J)DevelopedthefirstmoviecameraAnswers:1)G2)I3)E4)A5)C6)F7)D8)B9)J10)HPageRef:24‐412.5EssayQuestions1)Discussthefourprimarytechnologiesinwhichmassmediaarebuilt,providingoneexampleforeach.PageRef:24,Topic:MediaTechnology2)HowdidGutenberg’smovabletypeimpactcivilization?Pleasediscussatleastthreeimplicationsofhisinvention.PageRef:27,Topic:PrintingTechnology3)Discusshowphotographyandmoviesreliedonchemicaltechnologythroughmuchofitshistory,providingexamplesofsomeofthekeyelementsinitsevolution.PageRef:29‐32,Topic:ChemistryTechnology4)DiscussthesignificantdevelopmentsandtimelineintheevolutionoftheInternetintowhatwehavetoday.PageRef:38‐41,Topic:DigitalIntegration5)HaroldLasswelldevisedthenarrativecommunicationmodel.Pleasedescribeitsbasicelementsandhowthemodelworks.PageRef:43,Topic:TechnologyandMassCommunication

6)Discusstheroleofgatekeepersandregulatorsandtheimpacttheyhaveonmasscommunication,providinganexampleforeach.PageRef:45,Topic:TechnologyandMassCommunication7)Describethedifferencesbetweenlinearcommunication,masscommunicationandWebcommunication,providingexamplesforeach.PageRef:46,47,Topic:TechnologyandMassCommunication

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