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The Media of Mass Communication, 6Ce – Vivian, Maurin Chapter 2 1) One defining characteristic of mass communication is its reliance on A) technology. B) sports. C) news. D) gossip. E) celebrities. Answer: A Diff: 1 Type: MC Page Ref: 14 2) Which of the following is not a media technology? A) Printing B) Chemical C) Electronic D) Digital E) Nano Answer: E Diff: 2 Type: MC Page Ref: 14 3) Which was the first media technology? A) Digital B) Interpersonal C) Electronic D) Chemical E) Printing Answer: E Diff: 2 Type: MC Page Ref: 14 4) Which company introduced the first smart phone? A) Sony B) Rogers C) Telus D) Apple E) Research in Motion Answer: E Diff: 2 Type: MC Page Ref: 15 5) Who developed the “tetrad of media effects”? A) Jobs B) Lasswell C) Brady D) Gutenberg E) McLuhan 1 The Media of Mass Communication, 6Ce – Vivian, Maurin Answer: E Diff: 1 Type: MC Chapter 2 Page Ref: 15 6) Which of the following is not a part of the “tetrad of media effects”? A) Enhance B) Obsolete C) Invent D) Reverse E) Retrieve Answer: C Diff: 3 Type: MC Page Ref: 15 7) What made mass production of the written word possible? A) Word processors B) Printing C) Movable metal type D) Keyboards E) Carved wooden blocks Answer: C Diff: 2 Type: MC Page Ref: 16 8) Which technology allowed the mass production of images in books, magazines, and newspapers? A) Glossy paper B) Line drawings C) Movable metal type D) Fulltone E) Halftone Answer: E Diff: 2 Type: MC Page Ref: 16 9) Mathew Brady used which media technology to record the U.S. Civil War? A) Movable type B) Sound recordings C) Line drawings D) Movies E) Photography Answer: E Diff: 1 Type: MC Page Ref: 17–18 10) Who transmitted the first wireless message? 2 The Media of Mass Communication, 6Ce – Vivian, Maurin Chapter 2 A) Morse B) Gutenberg C) Farnsworth D) Marconi E) Bell Answer: D Diff: 1 Type: MC Page Ref: 20 11) Philo Farnsworth, a pioneer in television technology, called his early invention a/an A) image dissector. B) electronic newspaper. C) moving picture tube. D) wireless imager. E) picture detector. Answer: A Diff: 2 Type: MC Page Ref: 21 12) What was the name of the first human-made satellite? A) Apollo 11 B) Skylab C) Sputnik D) Spacelab E) Bolshevik Answer: C Diff: 2 Type: MC Page Ref: 21 13) Which technology is capable of carrying 60 000 messages simultaneously? A) Landlines B) Copper wires C) Fibre-optic cables D) Radio waves E) Television waves Answer: C Diff: 2 Type: MC Page Ref: 22 14) What effect did binary signals have on the telephone network? A) They had no effect on the telephone network. B) They were necessary for the development of the smart phone. C) Landlines were no longer necessary. D) More calls could be carried on the same line. E) More lines could carry fewer calls. 3 The Media of Mass Communication, 6Ce – Vivian, Maurin Answer: D Diff: 3 Type: MC Chapter 2 Page Ref: 23 15) Who first saw the potential of the internet? A) The U.S. military B) The National Science Foundation C) Google D) Research in Motion E) The Russian Navy Answer: A Diff: 2 Type: MC Page Ref: 23 16) Which term is used to describe the digitization revolution? A) Demassification B) Digital takeover C) Media convergence D) Media divergence E) Binary blitz Answer: C Diff: 3 Type: MC Page Ref: 24 17) What do members of the virtual world Second Life call themselves? A) Residents B) Virtualists C) Geeks D) Real-lifers E) Second-class citizens Answer: A Diff: 1 Type: MC Page Ref: 25 18) What is one result of the relatively low cost of internet production and delivery? A) The disappearance of print media B) Lower-quality television broadcasting C) Less original content D) Greater control by fewer corporations E) The democratization of mass communication Answer: E Diff: 3 Type: MC Page Ref: 24 19) Which of the following is not a question in the Lasswell model? A) Who says what? B) To whom? 4 The Media of Mass Communication, 6Ce – Vivian, Maurin Chapter 2 C) With what effect? D) At what time? E) In which channel? Answer: D Diff: 3 Type: MC Page Ref: 26 20) In Lasswell’s model, a channel refers to A) the sender. B) the receiver. C) the technology. D) the message. E) the effect. Answer: C Diff: 2 Type: MC Page Ref: 26 21) Steve Jobs is the founder of which company? A) Disney ABC B) Apple Computer C) Research in Motion D) Dell E) Warner Communications Answer: B Diff: 3 Type: MC Page Ref: 27 22) What is at the centre of the concentric circle model? A) Audiences B) Technology C) Regulators D) Communicators E) Gatekeepers Answer: D Diff: 2 Type: MC Page Ref: 27–28 23) What is the role of gatekeepers? A) Decide what is sent to stations and networks B) Produce the content of the media C) Amplify the message D) Choose the medium to transmit the message E) Remove noise from the message Answer: A Diff: 3 Type: MC Page Ref: 27–28 5 The Media of Mass Communication, 6Ce – Vivian, Maurin Chapter 2 24) A Canadian media regulator is the A) CTV. B) RCMP. C) CFRC. D) CRTC. E) CBC. Answer: D Diff: 2 Type: MC Page Ref: 28 25) When mass communicators themselves interfere with the success of their own messages by being sloppy, this is called A) background noise. B) semantic noise. C) channel noise. D) environmental noise. E) messy noise. Answer: B Diff: 2 Type: MC Page Ref: 29 26) Someone is watching a French movie, but that person does not understand French very well. This is an example of A) channel noise. B) semantic noise. C) a psychological filter. D) an informational filter. E) a physical filter. Answer: D Diff: 3 Type: MC Page Ref: 29 27) Someone is drunk while watching a hockey game, and the next day cannot remember who scored the last goal. This is an example of A) channel noise. B) semantic noise. C) a psychological filter. D) an informational filter. E) a physical filter. Answer: E Diff: 3 Type: MC Page Ref: 29 28) The semiotic school of thought looks at A) the creation of meaning in communication. 6 The Media of Mass Communication, 6Ce – Vivian, Maurin B) C) D) E) Answer: A Diff: 2 Chapter 2 the effect of filters in understanding. the methods of message transmission. the role of gatekeepers and regulators. the effect of digital and wireless technologies Type: MC Page Ref: 29 29) The word lemon might make you think of a bitter yellow fruit. This is an example of A) index. B) icon. C) signifier. D) denotation. E) connotation. Answer: D Diff: 3 Type: MC Page Ref: 30–31 30) The word lemon might also make you think of a car that does not work well. This is an example of A) index. B) icon. C) signifier. D) denotation. E) connotation. Answer: E Diff: 3 Type: MC Page Ref: 30-31 31) Which of the following is an example of an icon of Canada? A) A map of Canada B) A maple leaf C) A beaver D) Hockey E) Maple syrup Answer: A Diff: 2 Type: MC Page Ref: 30 32) In linear communication, the message goes from A) the sender to the receiver. B) the sender to many receivers. C) many senders to the receiver. D) many senders to many receivers. E) many senders to no receivers. 7 The Media of Mass Communication, 6Ce – Vivian, Maurin Answer: A Diff: 2 Type: MC Chapter 2 Page Ref: 31 33) In web communication, the message goes from A) the sender to the receiver. B) the sender to many receivers. C) many senders to the receiver. D) many senders to many receivers. E) many senders to a no receivers. Answer: D Diff: 2 Type: MC Page Ref: 31 34) The technology for the internet is A) decentralized. B) centralized. C) regulated. D) linear. E) massified. Answer: A Diff: 2 Type: MC Page Ref: 31 35) Denotation is the same as de Saussure’s idea of A) the signified. B) the signifier. C) connotation. D) index. E) icon. Answer: A Diff: 2 Type: MC Page Ref: 30 36) Photography and movies have relied on chemical technology throughout most of their history. A) True B) False Answer: True Diff: 2 Type: TF Page Ref: 14 37) Traditional mass media have all adapted to digital technology. A) True B) False Answer: True 8 The Media of Mass Communication, 6Ce – Vivian, Maurin Diff: 2 Type: TF Chapter 2 Page Ref: 14 38) Apple’s iPhone was the first smart phone. A) True B) False Answer: False Diff: 1 Type: TF Page Ref: 15 39) The newest distinctive medium built on digital technology is the internet. A) True B) False Answer: True Diff: 1 Type: TF Page Ref: 15 40) The internet has created entirely new categories of media companies. A) True B) False Answer: True Diff: 2 Type: TF Page Ref: 15 41) The tetrad of media effects model focuses on the meaning that users make of the message. A) True B) False Answer: False Diff: 3 Type: TF Page Ref: 15 42) Mass media is built on two primary technologies—analog and digital. A) True B) False Answer: False Diff: 2 Type: TF Page Ref: 14 43) There are five parts to McLuhan’s tetrad of media effects model. A) True B) False Answer: False Diff: 2 Type: TF Page Ref: 15 44) Printing was invented by Johannes Gutenberg in the mid-1440s. 9 The Media of Mass Communication, 6Ce – Vivian, Maurin Chapter 2 A) True B) False Answer: False Diff: 3 Type: TF Page Ref: 16 45) Because it involved print media, Gutenberg’s invention had almost no social impact. A) True B) False Answer: False Diff: 3 Type: TF Page Ref: 16 46) The halftone was the technology that could mass-produce images in books, newspapers, and magazines. A) True B) False Answer: True Diff: 2 Type: TF Page Ref: 16 47) Photography began as a digital process for creating and recording a visual message. A) True B) False Answer: False Diff: 2 Type: TF Page Ref: 17 48) The earliest movies were viewed by looking into a box. A) True B) False Answer: True Diff: 1 Type: TF Page Ref: 18 49) Sound recording began as an electronic medium. A) True B) False Answer: False Diff: 3 Type: TF Page Ref: 19 50) The introduction of electricity into mass communication occurred with the telegraph. A) True B) False 10 The Media of Mass Communication, 6Ce – Vivian, Maurin Answer: True Diff: 2 Type: TF Chapter 2 Page Ref: 19 51) The iPhone and other smart phones are the first examples of wireless communication. A) True B) False Answer: False Diff: 2 Type: TF Page Ref: 19–20 52) Many feel that Marconi is the father of telegraphy, while a Canadian, Reginald Aubrey Fessenden, is the father of radio. A) True B) False Answer: True Diff: 3 Type: TF Page Ref: 20 53) Like movies, the earliest televisions used chemical rather than electronic screens. A) True B) False Answer: False Diff: 3 Type: TF Page Ref: 21 54) Philo Farnsworth called his invention an image projector. A) True B) False Answer: False Diff: 2 Type: TF Page Ref: 21 55) Satellite and fibre-optic technologies in the late 1900s improved the speed and reliability of delivering mass messages. A) True B) False Answer: True Diff: 2 Type: TF Page Ref: 21 56) The American Skylab was the first human-made satellite. A) True B) False Answer: False Diff: 3 Type: TF Page Ref: 21 11 The Media of Mass Communication, 6Ce – Vivian, Maurin Chapter 2 57) Cable television became more popular when it abandoned landlines and adopted an over-the-air broadcast signal. A) True B) False Answer: False Diff: 3 Type: TF Page Ref: 22 58) The Russian navy saw potential in digitized communication for a non-centralized network. A) True B) False Answer: False Diff: 2 Type: TF Page Ref: 23 59) The first version of the internet was called ARPAnet. A) True B) False Answer: True Diff: 1 Type: TF Page Ref: 24 60) The melding of print, electronic, and photographic media into digitized form is called media convergence. A) True B) False Answer: True Diff: 2 Type: TF Page Ref: 24 61) New media devices, such as BlackBerrys and Kindles, can only be used to consume media content. A) True B) False Answer: False Diff: 3 Type: TF Page Ref: 24 62) The relatively low cost of internet production and delivery has resulted in the democratization of mass communication. A) True B) False Answer: True 12 The Media of Mass Communication, 6Ce – Vivian, Maurin Diff: 2 Type: TF Chapter 2 Page Ref: 24 63) The issues or events that take place in Second Life have no impact on the real world. A) True B) False Answer: False Diff: 2 Type: TF Page Ref: 25 64) A weakness of the Lasswell model is that it is not applicable to mass communication. A) True B) False Answer: False Diff: 3 Type: TF Page Ref: 26 65) The models of mass communication presented in this text are very good at explaining the complexities of media systems. A) True B) False Answer: False Diff: 3 Type: TF Page Ref: 26 66) In the concentric circle model, the effects are at the centre. A) True B) False Answer: False Diff: 3 Type: TF Page Ref: 27-28 67) Gatekeepers are media people who make judgments on what is sent to networks, stations, and website operators. A) True B) False Answer: True Diff: 2 Type: TF Page Ref: 28 68) Static on the radio or smudged ink in a newspaper are examples of semantic noise. A) True B) False Answer: False Diff: 2 Type: TF Page Ref: 29 13 The Media of Mass Communication, 6Ce – Vivian, Maurin Chapter 2 69) Denotation is the same as de Saussure’s idea of the signified. A) True B) False Answer: True Diff: 2 Type: TF Page Ref: 30 70) A picture of a maple leaf is an icon of Canada. A) True B) False Answer: False Diff: 3 Type: TF Page Ref: 30 71) One defining characteristic of mass communication is its reliance on _________________. Answer: technology Diff: 2 Type: FIB Page-Ref: 14 72) Marshall McLuhan believed that we should ask questions about the impact of any new technology. His model is called the_________________. Answer: tetrad of media effects Diff: 2 Type: FIB Page-Ref: 15 73) Mass production of the written word was made possible by the invention of _________________. Answer: movable metal type Diff: 2 Type: FIB Page-Ref: 16 74) The technology that could mass-produce images in books, newspapers, and magazines is called the _________________. Answer: halftone Diff: 2 Type: FIB Page-Ref: 16 75) The first sound recording machine was the _________________, which was invented by Thomas Edison in 1877. Answer: phonograph Diff: 2 Type: FIB Page-Ref: 19 76) Philo Farnsworth, while out plowing the field, came up with a concept that led to his invention of the _________________. 14 The Media of Mass Communication, 6Ce – Vivian, Maurin Answer: television Diff: 2 Type: FIB Chapter 2 Page-Ref: 21 77) More than 50 years ago the Russians orbited__________________, the first humanmade satellite. Answer: Sputnik Diff: 2 Type: FIB Page-Ref: 21 78) Corning Glass developed __________________ capable of carrying light at incredible speeds. Answer: fibre optic cables Diff: 2 Type: FIB Page-Ref: 22 79) The U.S. military developed a system of linked computers called _________________. Answer: ARPAnet Diff: 2 Type: FIB Page-Ref: 24 80) A digitization revolution, called __________________ , is in progress. Answer: heterogeneous Diff: 2 Type: FIB Page-Ref: 24 81) _________________ is a virtual world of more than 8.5 million members worldwide. Answer: Second Life Diff: 2 Type: FIB Page-Ref: 25 82) __________________is a narrative model that poses four questions: Who says what? In which channel? To whom? With what effect? Answer: The Lasswell model Diff: 2 Type: FIB Page-Ref:26 83) Gatekeepers, a technologically based medium, regulators, and amplification are all parts of the _________________. Answer: concentric circle model Diff: 2 Type: FIB Page-Ref: 27–28 84) The __________________ school of thought looks at the creation of meaning in communication. 15 The Media of Mass Communication, 6Ce – Vivian, Maurin Answer: semiotic Diff: 2 Type: FIB Chapter 2 Page-Ref: 29–30 85) A situation where every point in the network can send and receive messages is called __________________ communication. Answer: web Diff: 2 Type: FIB Page-Ref: 31 86) Please match the items in the column with no repeats. I. Johannes Gutenberg II. Samuel Morse III. Thomas Edison IV. Reginald Fessenden V. Philo Farnsworth A. Movable metal type B. Telegraph device C. Phonograph D. Radio broadcast E. Image dissector Answer I-A, II-B, III-C, IV-D, V-E Diff: 2 Type: Page-Ref: 16–21 87) Please match the items in the column with no repeats. I. Lasswell model II. Tetrad of media effects III. 21st century models IV. Concentric circles V. Semiotics A. Four questions B. Enhance, obsolete, retrieve, everse C. Linear, mass, web communication D. Gatekeepers, regulators, filters E. Connotation, denotation Answer I-A, II-B, III-C, IV-D, V-E Diff: 2 Type:Matching Page-Ref: 15, 25–31 88) Describe McLuhan’s “tetrad of media effects.” Choose one media technology and analyze its effects using this model. Diff: 3 Type: ES Page Ref: 15 16 The Media of Mass Communication, 6Ce – Vivian, Maurin Chapter 2 89) Compare two of the mass communications models. Which do you think is the best explanation? Diff: 3 Type: ES Page Ref: 25–31 90) Discuss the origins and the various impacts of the internet. How is the internet different from other media technologies? Diff: 3 Type: ES Page Ref: 22–24 91) Second Life is a virtual world of more than 8.5 million members. Discuss the various impacts, both positive and negative, that Second Life may have on the real lives of participants. Diff: 3 Type: ES Page Ref: 25 92) Use examples to describe how media technology can have important social impacts. Diff: 3 Type: ES Page Ref: 14–24 17