Download Electronic Media: Then, Now, and Later 3e Norman J. Medoff and

Electronic Media: Then, Now, and Later 3e
Norman J. Medoff and Barbara K. Kaye
TEST BANK: Chapter 1
True/False
1. The New York Sun was the first daily newspaper created for the mass audience and the first
example of the “penny press.”
True
2. As a point-to-point delivery system, radio telegraphy worked similarly to the telegraph but
without the wires.
True
3. Television is an asynchronous medium.
False
4. Radio is a synchronous medium.
True
5. Broadcast networks remain dominant today because of the paradigm shift caused by the
Internet.
False
6. The First Amendment to the Constitution prevents regulation of the mass media.
False
7. The self-righting principle assumes that truth will win out over untruth in a free and
responsible society.
True
8. The Egyptians invented the first alphabet.
True
9. Digitization transforms digital signals into analog signals.
False
10. When considering mass media, display refers to carrying information to receivers;
distribution refers to transmission.
False
11. Generating revenue from media content is called monetizing.
True
12. Digital broadcasting allows stations to offer multiple channels in their allotted frequency.
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True
13. Convergence refers to the blurring of boundaries between different types of electronic
communication.
True
14. Localism is increasingly irrelevant to broadcast radio stations.
False
15. Moore’s Law of technological change is rooted in the concept of diminishing returns.
False
Multiple Choice
16. Which of these forms of communication was used 40,000 years ago?
A. carrier pigeons
B. communication pennants
C. pictograms
D. none of the above
17. Whose model of communication is known as “the Mathematical Model”?
A. Shannon and Weaver
B. Schramm and Osgood
C. Schramm
D. both B and C
18. The New York Sun was:
A. founded by Benjamin Day
B. the first of the penny press newspapers
C. both A and B
D. none of the above
19. Which is considered the nation’s first mass medium?
A. radio
B. newspapers
C. books
D. telegraph
20. What do you call messages that are received almost instantaneously after transmission?
A. immediated
B. nonmediated
C. asynchronous
D. synchronous
21. Which of the following is an example of synchronous communication?
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A. radio
B. newspapers
C. Web sites
D. telephone
22. Which of the following is an example of asynchronous communication?
A. instant messaging
B. telephone
C. email
D. none of these; all are synchronous
23. Which kind of an effect is it when the mass media cause us to take action?
A. cognitive
B. emotional
C. physical
D. behavioral
24. Which kind of an effect is it when we learn from the mass media?
A. cognitive
B. emotional
C. physical
D. behavioral
25. When your mood changes after watching a television program, you are experiencing what
type of media effect?
A. cognitive
B. emotional
C. physical
D. behavioral
26. “Big data” refers to:
A. demographic data contained in samples larger than 1 million people.
B. audience data collected by the traditional big three networks.
C. data sets so large that traditional data processing procedures are inadequate.
D. none of the above
27. The concept of accelerating change is most closely associated with which of the following?
A. IBOC
B. digital wisdom
C. UGC
D. Moore’s Law
28. Which agency mandated that all television stations broadcast a digital signal in 2009?
A. Federal Communications Commission
B. National Association of Broadcasters
C. Federal Broadcasting Agency
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D. IBOC Standards and Enforcement Agency
29. Expanding a company’s business into areas that are at different points on the same
production/distribution path is called
A. convergent integration.
B. horizontal integration.
C. vertical integration.
D. monetizing.
30. What does IBOC stand for?
A. International Bureau of Commerce
B. Independent Board of Commissioners
C. in band, on channel
D. International Bureau of Communication
31. What is probably the most revolutionary innovation since the printing press?
A. digitization of mediated content
B. convergence
C. consolidation
D. monetizing the marketplace of ideas
32. Audience selection of programs now is less by linear listing and more by
A. random access.
B. recommendations.
C. stacking.
D. both A and B
33. Which of the following are primary characteristics that differentiate media from one another?
A. audience, time, and distance
B. display/distribution and storage
C. both A and B
D. none of the above
34. Media literacy includes
A. the ability to access, analyze, evaluate, and create media.
B. understanding the meaning of media content.
C. understanding the power, the intent, and the influence of the media.
D. all of the above
35. Which of the following statements is true?
A. The FCC treats subscription-based media differently than broadcast media.
B. The Internet has full First Amendment protection.
C. The fairness doctrine is no longer in place.
D. all of the above
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