Test Bank for The Media of Mass Communication, 12th Edition

Chapter 02: Media Technology Key: Answer, Page, Type, Learning Objective, Level Type A=Applied C=Conceptual F=Factual Level (1)=Easy; (2)=Moderate; (3)=Difficult LO=Learning Objective SG=Used in Study Guide p=page Chapter 02: Media Technology Multiple Choice Single Select 1) A defining characteristic of mass communication is that it a) can easily survive without technological assistance. b) relies on technology. c) preceded technology. d) continues to exist despite technological advances. Answer: b Topic: Media Technology Learning Objective: 2.1.1: Differentiate interpersonal communication from mass communication Skill Level: Understand Difficulty: Easy 2) Johan and Marcus stop in the hallway and talk about the weekend basketball game. This situation is an example of a) individual communication. b) non-applied media. c) interpersonal communication. d) basic pedagogy. Answer: c Topic: Media Technology 9 Copyright © 2017, 2013, 2012 Pearson Education, Inc. All Rights Reserved Learning Objective: 2.1.1: Differentiate interpersonal communication from mass communication Skill Level: Apply Difficulty: Moderate 3) Traditional media products and new products are emerging from a) analog technology. b) landlines. c) digital technology. d) broadcasting. Answer: c Topic: Media Technology Learning Objective: 2.1.2: Summarize the evolution of media technology Skill Level: Understand Difficulty: Easy 4) Which technology have photography and movies relied on throughout most of their history? a) chemical technology b) print technology c) electronic technology d) digital technology Answer: a Topic: Media Technology Learning Objective: 2.1.2: Summarize the evolution of media technology Skill Level: Understand Difficulty: Easy 5) The first of the electronic media was a) film. b) sound recording. c) television. d) e-mail Answer: b Topic: Media Technology Learning Objective: 2.1.2: Summarize the evolution of media technology Skill Level: Understand Difficulty: Easy 10 Copyright © 2017, 2013, 2012 Pearson Education, Inc. All Rights Reserved 6) In addition to printing technology, mass media have been based on all the following EXCEPT a) chemical technology. b) digital technology. c) electronic technology. d) nanotechnology. Answer: d Topic: Media Technology Learning Objective: 2.1.2: Summarize the evolution of media technology Skill Level: Understand Difficulty: Easy 7) Which innovation made the printing press an agent for mass communication? a) paper in rolls b) lithographic film c) printing ink d) movable metal type Answer: d Topic: Printing Technology Learning Objective: 2.2.1: Describe the invention of moveable metal type Skill Level: Understand Difficulty: Easy 8) The man who invented movable type and printed at least 200 Bibles with it was a) Richard Hoe. b) Frederick Ives. c) Johannes Gutenberg. d) Martin Luther. Answer: c Topic: Printing Technology Learning Objective: 2.2.1: Describe the invention of moveable metal type Skill Level: Understand Difficulty: Easy 9) Although the Chinese invented paper and created the first print culture, their movement toward the mass production of printed works in China stalled because of a) a lack of materials. b) the Chinese language having more than 5,000 basic characters. c) an internal civil war. d) insufficient financial support. 11 Copyright © 2017, 2013, 2012 Pearson Education, Inc. All Rights Reserved Answer: b Topic: Printing Technology Learning Objective: 2.2.2: Outline the ways in which moveable metal type changed communication Skill Level: Understand Difficulty: Easy 10) Which technological innovation of the 1440s allowed scientists to print their theories and experimental results for wide dissemination? a) photography b) printing paper c) rotary press d) movable metal type Answer: d Topic: Printing Technology Learning Objective: 2.2.1: Describe the invention of moveable metal type Skill Level: Understand Difficulty: Easy 11) In the years following the invention of movable metal type, society was transformed in all the following ways EXCEPT a) the oral tradition of storytelling was displaced by people reading stories for themselves. b) national languages emerged and gradually replaced local dialects. c) books and literacy became subject to tighter control and scrutiny by church authorities. d) authors who were previously ignored began to be recognized and paid for their work. Answer: c Topic: Printing Technology Learning Objective: 2.2.2: Outline the ways in which moveable metal type changed communication Skill Level: Understand Difficulty: Easy 12) Richard Hoe perfected the high-speed, rotary press during the __________ Revolution, a period when the technology to mass produce paper on large rolls was also developed. a) American b) Industrial c) French d) Media Answer: b Topic: Printing Technology 12 Copyright © 2017, 2013, 2012 Pearson Education, Inc. All Rights Reserved Learning Objective: 2.2.3: Summarize the development of print media after Gutenberg Skill Level: Understand Difficulty: Easy 13) Frederick Ives invented which process in 1876 that allowed visual images to be printed to accompany the words printed on a page? a) Photography b) Halftone c) Camera obscura d) Movable type Answer: b Topic: Printing Technology Learning Objective: 2.2.4: Relate the invention of halftone to the integration of visual media in print Skill Level: Understand Difficulty: Easy 14) The process of reproducing black-and-white images by printing variously sized dots of ink that look like different tones of gray is a) halftone printing. b) the ink dot process. c) celluloid imagery. d) digital photography. Answer: a Topic: Printing Technology Learning Objective: 2.2.4: Relate the invention of halftone to the integration of visual media in print Skill Level: Understand Difficulty: Easy 15) In 1934, Time founder Henry Luce launched another visually-oriented magazine called a) Harper’s Bazaar. b) Life. c) Better Homes and Gardens. d) Vogue Answer: b Topic: Printing Technology Learning Objective: 2.2.4: Relate the invention of halftone to the integration of visual media in print Skill Level: Understand 13 Copyright © 2017, 2013, 2012 Pearson Education, Inc. All Rights Reserved Difficulty: Easy 16) By the time of the U.S. Civil War, this still-developing technology made it possible to capture a new kind of archival record. a) photography b) printing press c) video recording d) radio Answer: a Topic: Chemical Technology Learning Objective: 2.3.1: Explain the impact of chemical technology on the evolution of photography Skill Level: Understand Difficulty: Easy 17) All the following contributed to development of motion pictures as a mass medium EXCEPT a) exposure to light making silver nitrate turn dark. b) persistence of vision in the human eye. c) projecting images on a wall instead of showing them in a personal viewing box. d) television’s ability to transmit visual images to another location. Answer: d Topic: Chemical Technology Learning Objective: 2.3.1: Explain the impact of chemical technology on the evolution of photography Skill Level: Understand Difficulty: Easy 18) The first sound recording and playback machine was the a) telegraph. b) microphone. c) Dictaphone d) phonograph. Answer: d Topic: Electrical Technology Learning Objective: 2.4.2: Describe early developments in sound recording Skill Level: Understand Difficulty: Easy 14 Copyright © 2017, 2013, 2012 Pearson Education, Inc. All Rights Reserved 19) This inventor of the telegraph talked Congress into spending $30,000 to string electricityconducting wire 41 miles from Washington to Baltimore. a) Thomas Edison b) Samuel Morse c) Emile Berliner d) William Dickson Answer: b Topic: Electrical Technology Learning Objective: 2.4.3: Outline the evolution of electrical communication Skill Level: Understand Difficulty: Easy 20) The first recording machine, the phonograph, was invented in 1877 by a) Thomas Edison. b) Emile Berliner. c) Samuel Morse. d) George Eastman. Answer: a Topic: Electrical Technology Learning Objective: 2.4.2: Describe early developments in sound recording Skill Level: Understand Difficulty: Easy 21) Guglielmo Marconi is well known for transmitting the first a) photographic image. b) wireless message. c) text message. d) television signal. Answer: b Topic: Electrical Technology Learning Objective: 2.4.3: Outline the evolution of electrical communication Skill Level: Understand Difficulty: Easy 22) Hertzian waves, named for Heinrich Hertz, who proved their existence in 1877, are now more commonly called _________ waves. a) Doppler b) electronic c) radio d) television 15 Copyright © 2017, 2013, 2012 Pearson Education, Inc. All Rights Reserved Answer: c Topic: Electrical Technology Learning Objective: 2.4.3: Outline the evolution of electrical communication Skill Level: Understand Difficulty: Easy 23) Idaho farm boy Philo Farnsworth developed the first practical a) talking pictures. b) television receiver. c) transmitting tower. d) two-way radio. Answer: b Topic: Electrical Technology Learning Objective: 2.4.3: Outline the evolution of electrical communication Skill Level: Understand Difficulty: Easy 24) The first communication satellite was launched in 1960 and called a) Westlink 1. b) Startel. c) CNN. d) Telstar. Answer: d Topic: Current Technologies Learning Objective: 2.5.1: Explain how satellite technology affected media communication Skill Level: Understand Difficulty: Easy 25) A ground station that beams a signal to an orbiting communication satellite is called a(n) a) uplink. b) downlink. c) exciter. d) router. Answer: a Topic: Current Technologies Learning Objective: 2.5.1: Explain how satellite technology affected media communication Skill Level: Understand Difficulty: Easy 16 Copyright © 2017, 2013, 2012 Pearson Education, Inc. All Rights Reserved 26) A ground station that receives a signal relayed from a communication satellite is called a(n) a) uplink. b) downlink. c) retriever. d) derouter. Answer: b Topic: Current Technologies Learning Objective: 2.5.1: Explain how satellite technology affected media communication Skill Level: Understand Difficulty: Easy 27) Any telecommunication connection using cable laid across the land, buried underground, or suspended from poles is called a a) landline. b) circuit. c) downlink. d) landlink. Answer: a Topic: Current Technologies Learning Objective: 2.5.2: Characterize the cable industry in the mid-1900s Skill Level: Understand Difficulty: Easy 28) Thin, flexible fibers of glass that transmit signals using bursts of light are called ________ cables. a) fiber-optic b) coax c) jumper d) digital Answer: a Topic: Current Technologies Learning Objective: 2.5.2: Characterize the cable industry in the mid-1900s Skill Level: Understand Difficulty: Easy 29) The silicon chips that provide the foundation for digital technology are a) digital conductors. b) fiber-optic chips. c) semiconductors. d) Bell Labs chips. 17 Copyright © 2017, 2013, 2012 Pearson Education, Inc. All Rights Reserved Answer: c Topic: Current Technologies Learning Objective: 2.5.3: Explain how digitization led to changes in mass communication Skill Level: Understand Difficulty: Easy 30) The melding of print, electronic, and photographic media into digitized form is called a) media convergence. b) a digital mash-up. c) digi telecommunications. d) media integration. Answer: a Topic: Current Technologies Learning Objective: 2.5.5: Describe the ways in which the Digital Revolution changed mass communication Skill Level: Understand Difficulty: Easy 31) The early version of what became the Internet linked government contractors and universities so researchers could exchange information and was known as a) Comp-U-Link. b) Compuserve. c) U.S.A. Net. d) ARPAnet. Answer: d Topic: Current Technologies Learning Objective: 2.5.4: Compare the World Wide Web to older forms of communication media Skill Level: Understand Difficulty: Easy 32) The type of technology through which media messages are coded into 1s and 0s for transmission and delivery then decoded into their original appearance for consumers is a) digital. b) analog. c) mixed media. d) convergent. Answer: a Topic: Current Technologies 18 Copyright © 2017, 2013, 2012 Pearson Education, Inc. All Rights Reserved Learning Objective: 2.5.5: Describe the ways in which the Digital Revolution changed mass communication Skill Level: Understand Difficulty: Easy 33) Which high-capacity global telephone network links computers? a) the Internet b) cellular communication c) satellite communication d) Global Net Answer: a Topic: Current Technologies Learning Objective: 2.5.4: Compare the World Wide Web to older forms of communication media Skill Level: Understand Difficulty: Easy 34) Another name for the current digital revolution affecting communication all over the world is a) media clash. b) fragmentation. c) democratization. d) media convergence. Answer: d Topic: Current Technologies Learning Objective: 2.5.5: Describe the ways in which the Digital Revolution changed mass communication Skill Level: Understand Difficulty: Easy 35) Tim Berners-Lee invented a) the communication satellite. b) fiber-optic cable. c) the Internet. d) the World Wide Web. Answer: d Topic: Current Technologies Learning Objective: 2.5.4: Compare the World Wide Web to older forms of communication media Skill Level: Understand Difficulty: Easy 19 Copyright © 2017, 2013, 2012 Pearson Education, Inc. All Rights Reserved 36) A home of the future has a touchscreen hidden in its walls where people can touch it to activate heating, cooling, and even refrigerator temperatures. Most likely, this technology consists of a) Gorilla Glass. b) semiconductor strips. c) transductor codes. d) cloud frames. Answer: a Topic: Current Technologies Learning Objective: 2.5.6: Summarize current trends in media architecture Skill Level: Apply Difficulty: Moderate 37) Which Yale professor devised one of the most long-lived and elegantly simple narrative models of mass communication in the 1950s? a) Guglielmo Marconi b) Harold Lasswell c) Johannes Gutenberg d) Ed Parsons Answer: b Topic: Technology and Mass Communication Learning Objective: 2.6.1: Apply the Lasswell Model to a media message Skill Level: Understand Difficulty: Easy 38) In Lasswell’s model, the medium through which a message is sent to a mass audience is called a a) channel. b) system. c) network. d) path. Answer: a Topic: Technology and Mass Communication Learning Objective: 2.6.1: Apply the Lasswell Model to a media message Skill Level: Understand Difficulty: Easy 20 Copyright © 2017, 2013, 2012 Pearson Education, Inc. All Rights Reserved 39) The narrative model of mass communication includes four key questions. Which of the following is NOT one of them? a) Who says what? b) In which channel? c) To whom? d) Under what circumstances? Answer: d Topic: Technology and Mass Communication Learning Objective: 2.6.1: Apply the Lasswell Model to a media message Skill Level: Understand Difficulty: Easy 40) Hiebert, Ungurait, and Bohn developed an excellent model that visually presents the process of mass communication as a) boxes with directional arrows between them leading from the sender to the audience. b) a staircase of operational steps that go upward from idea to understanding. c) concentric circles representing the factors that affect the outcome of mass communication. d) several sets of circles that are entwined and connected in different ways. Answer: b Topic: Technology and Mass Communication Learning Objective: 2.6.3: Analyze a media message using the Concentric Circle Model of Communication Skill Level: Understand Difficulty: Easy 41) The center ring in the concentric circle model of mass communication represents the a) media environment from which all the other elements arise. b) audience being targeted by the mass media messages. c) messages that are shaped and affected by all the surrounding influences. d) communicators who originate the messages aimed at the audience. Answer: d Topic: Technology and Mass Communication Learning Objective: 2.6.3: Analyze a media message using the Concentric Circle Model of Communication Skill Level: Understand Difficulty: Easy 21 Copyright © 2017, 2013, 2012 Pearson Education, Inc. All Rights Reserved 42) Margot is an editor for a news station. She makes the final decision about what to include in the news broadcasts. Margot is known as a a) regulator. b) gatekeeper. c) fact checker. d) subject matter expert. Answer: b Topic: Technology and Mass Communication Learning Objective: 2.6.3: Analyze a media message using the Concentric Circle Model of Communication Skill Level: Apply Difficulty: Moderate 43) Amplification in relation to mass communication theory means increasing the a) number of people delivering the message. b) type size in printed messages or the volume of spoken messages. c) potential audience size through channel selection. d) action or emotional appeal of a message to attract more people. Answer: c Topic: Technology and Mass Communication Learning Objective: 2.6.3: Analyze a media message using the Concentric Circle Model of Communication Skill Level: Understand Difficulty: Easy 44) A military censor who blocks a combat story from being released is acting as a(n) a) amplifier. b) gatekeeper. c) regulator. d) mediator. Answer: c Topic: Technology and Mass Communication Learning Objective: 2.6.3: Analyze a media message using the Concentric Circle Model of Communication Skill Level: Apply Difficulty: Moderate 45) In communication theory, “noise” is an impediment to communication that occurs before a message reaches a receiver and includes all the following EXCEPT _________ noise. a) semantic b) concentric 22 Copyright © 2017, 2013, 2012 Pearson Education, Inc. All Rights Reserved c) channel d) environmental Answer: b Topic: Technology and Mass Communication Learning Objective: 2.6.3: Analyze a media message using the Concentric Circle Model of Communication Skill Level: Understand Difficulty: Easy 46) A speaker who slurs his speech during a televised address is creating _________ noise. a) channel b) environmental c) semantic d) articulated Answer: c Topic: Technology and Mass Communication Learning Objective: 2.6.3: Analyze a media message using the Concentric Circle Model of Communication Skill Level: Apply Difficulty: Moderate 47) The biggest problem in trying to apply older models of mass communication to 21st century mass communication is that a) message preparation and transmission technology are now decentralized. b) computers weren’t included in earlier models but are crucial for communication today. c) the speed of communication today is faster than earlier theorists could have imagined. d) audiences are much bigger today than they ever were in the past. Answer: b Topic: Technology and Mass Communication Learning Objective: 2.6.4: Determine how gatekeeping functions on the Internet Skill Level: Understand Difficulty: Easy 48) The World Wide Web has shifted much of the control of communication from the mass media to a) Internet monitors. b) message senders. c) message recipients. d) software designers. 23 Copyright © 2017, 2013, 2012 Pearson Education, Inc. All Rights Reserved Answer: c Topic: Technology and Mass Communication Learning Objective: 2.6.4: Determine how gatekeeping functions on the Internet Skill Level: Understand Difficulty: Easy 24 Copyright © 2017, 2013, 2012 Pearson Education, Inc. All Rights Reserved