Test Bank for Media of Mass Communication, 11/e
Chapter 7 New Media Landscape
7.1 Multiple-Choice Questions
1) Looking to the future, Steve Jobs and Apple reinvented foundering media industries that
included all of the following EXCEPT
A) home/office computers.
B) mobile telephones.
C) motion pictures.
D) recorded music.
2) All of the following were introduced in the 21st century after Steve Jobs returned to Apple
EXCEPT
A) the iPhone.
B) the iPod.
C) iTunes
D) Macintosh computers.
3) Steve Jobs subdivided the Information Revolution into three distinct stages that included all of
the following EXCEPT
A)Computer Revolution.
B) Digital Lifestyle.
C) Electronic Transformation.
D) Internet Revolution.
4) In Steve Jobs’ view of the Information Revolution, all of the following can be said about the
period known as the Internet Revolution EXCEPT
A) it lasted from roughly 1994 to 2000.
B) it was triggered by the introduction of the first Apple computers.
C) personal computers became vehicles for consumer transactions in the marketplace.
D) the role of personal computers shifted from productivity to interconnectivity.
5) The Internet emerged as a major mass medium in the
A) 1970s.
B) 1980s.
C) 1990s.
D) 2000s.
6) The early business model for Internet portals with access limited mostly to proprietary content
was called
A) limited-access portal.
B) shielded content.
C) walled gardens.
D) firewall protected.
7) What Internet service provider first dominated the Internet in the 1990s?
A) CompuServe
B) America Online
C) Google
D) Prodigy
8) What was the first commercially successful Internet browser called?
A) Explorer
B) CompuServe
C) Firefox
D) Netscape
9) Sergey Brin and Larry Page developed what search engine in 1996?
A) Yahoo
B) Google
C) Genie
D) Respondus
10) Which company is the leader in search engines?
A) Yahoo
B) Live Search
C) Google
D) Internet Explorer
11) All of the following statements about Google are true EXCEPT
A) it was initially developed as a project called “Backslash.”
B) it often crashed Stanford University’s Internet connections while it was being developed.
C) its advantage over earlier search engines was ranking the search results it returned.
D) its name is a variation of the mathematical term “googol.”
12) David Filo and Jerry Yang developed what search engine whose name was inspired by a name
in Gulliver’s Travels?
A) Google
B) Yahoo
C) Lilliput Express
D) Genie
13) What was the name given to the economic collapse of most investments in Internet commerce
in 2000?
A) dot-com bust
B) eCollapse
C) interecession
D) financial bust
14) In 1969, the U.S. military created a computer network called
A) ARPAnet.
B) Internet.
C) Intranet.
D) Compunet.
15) E-mail messages sent indiscriminately to large numbers of recipients are called
A) e-blasts.
B) solicitation.
C) spam.
D)flashes.
16) Texting on cellular networks generally limits messages to
A) 15 words.
B) 100 characters.
C) 140 characters.
D) personal use only.
17) After the several mass murders on college campuses in 2008, many universities instituted
A) phone banks to alert students.
B) text-message alerts to cell phones.
C) upgraded and faster e-mail systems.
D)electronic bulletin boards to post warnings.
18) On average, how many U.S. mobile-phone users text message?
A) 50 percent
B) 70 percent
C) 80 percent
D) 90 percent
19) What television show attracted 178 million text messages in 2008?
A) SuperBowl XLII
B) American Idol
C) Dancing with the Stars
D) Survivor
20) Yahoo and other U.S.-based Internet companies operating in China have become embroiled in
controversy because the Chinese government
A) has a much more limited definition of pornography.
B) has asked for and was given information about users’ messages.
C) wants them to reduce their access fees.
D) won’t provide enough band width to keep up with growing user demand.
21) Which country currently has the most Internet users?
A) United States
B) India
C) Great Britain
D) China
22) The first Japanese cell phone novels targeted
A) busy commuters riding trains back and forth to work.
B) housewives who were at home and able to read during the day.
C) teen-aged girls, especially those in high school.
D) young male adults who liked their fact action and erotic tone.
23) The Japanese term for “Cell phone novel” is
A) keitai shosetsu.
B) shogun san.
C) yakusa.
D) Yoshi.
24) A journal-like web site with continuing narrative, generally personal, is called a(n)
A) e-journal.
B) blog.
C) PDA.
D) e-zine.
25) The scandal that undid Senator Trent Lott was first reported on
A) a blog.
B) an online newspaper.
C) a radio program.
D) a network newscast.
26) Russ Kirk, an Arizona blogger, drew 4 million hits a day after posting
A) photographs of flag-draped coffins containing soldiers.
B) information on the Monica Lewinsky-Bill Clinton scandal.
C) photographs of the Virginia Tech shootings.
D) information on Senator Trent Lott.
27) Blogs are
A) on the decline after peaking in 2008.
B) primarily for interpersonal communication only.
C) of little importance as a form of mass communication.
D) have the potential to make an computer-user a mass communicator.
28) When Harvard sophomore Mark Zuckerberg posted pictures of sorority members on his blog
and asked people to vote for the “hotter” one, it marked the beginning of
A) American Idol.
B) Facebook.
C) MySpace.
D) America’s Next Top Model.
29) Which is the largest social network?
A) Flickr
B) YouTube
C) Facebook
D) MySpace
30) Social networking sites differ from the America Online concept because
A) there is advertising.
B) users generate content.
C) they are sponsored.
D) they are censored.
31) A social networking site primarily used for posting photos is
A) YouTube.
B) Flickr.
C) MySpace.
D) My Photos.
32) Ashton Kutcher became the first person to attract 1 million followers on
A) Facebook.
B) Flickr.
C) Yahoo.
D) Twitter.
33) What did Steven Johnson cite regarding an educational conference during which participants
were encouraged to post tweets that were displayed on a screen?
A) The tweets were so distracting that little was accomplished.
B) They had no real impact on the conference.
C) People outside the conference joined the conversation, which extended for weeks after the
conference ended.
D) Those who posted tweets did not get as much value out of the conference because of
multitasking.
34) Passed links are
A) links that no longer work.
B) references to web sources shared among computer users.
C) Facebook users who no longer are online.
D) a tweet that is not answered.
35) How many videos areuploaded daily to YouTube?
A) almost 500,000
B) about 1 million
C) over 5 million
D) over 10 million
36) What has been the response of authoritarian governments toward social networking sites
during tense moments within their countries?
A) increased use of sites to promote their cause
B) no response because the Internet is impossible to regulate
C) attempts to block access
D) purchasing advertising to counter opposing views
37) Turkey cut off access to YouTube on the grounds of
A) morality and decency.
B) political insurrection.
C) economic viability.
D) inadequate bandwidth.
38) During the early development of the Internet, what did its creators envision for the future?
A) attracting enough advertisers to pay for its maintenance
B) a medium that would include scholarly work, entertainment, and shopping sites
C) a commercial system that would pay fees to the government
D) a commercial-free system
39) Which is the chief oversight agency for the Internet?
A) Corporation for Assigned Names and Numbers (CANN)
B) Federal Internet Regulatory Policy Agency (FIRPA)
C) Federal Communications Commission (FCC)
D) Central Internet Administration (CIA)
40) Which site was the pioneer online auction site?
A) Diecast
B) Yahoo
C) eBay
D) uBid
41) Amazon.com began by selling what items?
A) music
B) books
C) movies
D) magazines
42) What has been the impact of Amazon.com and the iTunes store on traditional music and book
retailers?
A) With increased exposure, sales at traditional retailers have increased.
B) It has had negligible impact.
C) Many traditional retailers have closed.
D) An oversaturated market has substantially reduced prices.
43) Which company introduced the Kindle?
A) Microsoft
B) Amazon
C) Apple
D) Barnes & Noble
44) Matching advertisers with potential customers with relative precision is
A) behavioral targeting.
B) targeted marketing.
C) common sense.
D) illegal on the Internet.
45) Which of the following is most likely to be used for behavioral marketing?
A) Google
B) YouTube
C) eBay
D) Facebook
46) One of the most advantageous elements of Facebook as far as advertisers are concerned is
A) friending.
B) the Like button.
C) third-party apps.
D) wall posts
47) The Entertainment Software Association reports that online gamers average how many hours a
week playing games?
A) 2.5 hours
B) 4 hours
C) 6.5 hours
D) 9 hours
48) Online gamers are attractive to advertisers because
A) they are predominately young.
B) about 40 percent earn $50,000 a year or more.
C) they are predominately female.
D) they have more expendable cash than the rest of the population.
49) What is the name of the project to put online all books ever produced?
A) The Amazon Collection
B) The Yahoo Literature Collection
C) The E-World Library
D) The Google Books Library Project
50) The advantages of digital archives include all of the following EXCEPT
A) archivists won’t have to be selective; they can save anything that can be digitized.
B) the Dewey Decimal System used by libraries is perfect for online searching and indexing.
C) unlike libraries, they won’t need to periodically prune their collections to regain shelf space.
D) the volume of information they can store will dwarf anything previously attempted.
7.2 True/False Questions
1) Products pioneered by Apple have enabled people to more effectively and easily integrate their
access to a number of different technologies into their daily lives.
2) Steve Jobs said Apple’s growing stream of iDevices was intended to provide a “digital hub” so
consumers could enjoy a richer and more meaningful digital lifestyle.
3) Fortune magazine declared Steve Jobs as “second only to Bill Gates in his ability to manage a
complex company during the troubled economy of the 21st century.”
4) The general term for the period from 1984 to the present is Era of Digital Lifestyle.
5) The impact of the Information Revolution is already as far-reaching as the Industrial Revolution
that began two centuries ago.
6) The Digital Lifestyle era represents even more interconnectivity and integration of media than
the Computer Revolution and the Internet Revolution that preceded it.
7) America Online used the walled-garden concept in providing Internet services.
8) Netscape was the first commercially available Internet browser.
9) Marc Andreessen and friends developed the software that became Netscape while they were
graduate students at the University of Illinois.
10) By providing free access to most sites on the Internet Netscape and similar browsers put many
subscription-only walled gardens out of business.
11) Yahoo is the leader in market share among all search engines.
12) The name “Yahoo” was inspired by a name of a hobbit in The Lord of the Rings.
13) Page and Brin originally opposed advertising as “a commercial contaminant” of their creation
but finally gave in and began accepting advertising in 2010.
14) Unlike Yahoo, Google has not expanded much beyond its original purpose and remains almost
solely focused on providing users with the best possible search engine.
15) The economic collapse of most investments in Internet commerce in 2000 was called e–
collapse.
16) Search engines Yahoo and Google made billionaires of their creators.
17) Almost all of Google’s revenue is from advertising.
18) Yahoo has become an advertising powerhouse because it can give advertisers targeted
audience segments with precisely the characteristics the advertisers want.
19) E-mail was developed as part of a military communication network in 1969.
20) The National Science Foundation developed the ARPAnet and turned it over to the military.
21) E-mail is generally considered mass communication.
22) Texting on most mobile phones is limited to 100 characters.
24) Almost two of five mobile-phone users (40 percent) now use texting.
26) Despite its reputation for human rights violations, China has never asked an Internet provider
for information on users.
27) China has the most people using the Internet.
28) The Chinese government sends volunteer supervisors to Internet cafes to watch for people
visiting dissident websites or exchanging messages with suspect e-mail addresses.
29) In recent years half of the best-selling novels in Japan were first released as cell phone novels.
30) Cell phone novels which haven’t yet become popular in the U.S. first appeared in Italy and then
spread to other countries.
31) Websites such as textnovel.com and quillpill.com which serve readers and writers actively
promote the spread of cell phone novels.
32) The word “blog” is a shortened version of the phrase “web log.”
33) Blogs are NOT considered a mass medium.
34) User-generated content means Internet messages that originate with an individual to
communicate directly with a mass audience.
35) Matt Drudge’s blog propelled the Bill Clinton-Monica Lewinsky affair into a national scandal.
36) The Internet has democratized the mass media because anyone can become a mass
communicator.
37) Facebook was the creation of a Harvard sophomore who first posted pictures of sorority
members online for visitors to rate.
38) MySpace has lost out to Facebook among high school and college students but remains very
popular among non-students.
39) Ashton Kutcher became the first person to have 1 million followers on Twitter.
41) When someone posts a message on Twitter, it’s called a twit.
42) Passed links, Twitter’s equivalent of footnotes, help recipients locate additional information or
reference sources on the Internet.
43) Jack Dorsey developed Twitter from software he developed to dispatch taxis, couriers, and
emergency services.
44) As evidenced by an educational conference during which participants were encouraged to use
Twitter, the messaging system can create an afterlife on the web.
45) YouTube has been used for presidential debates in every presidential election since 2000.
46) Such user-generated sites as Twitter and YouTube are viewed as threats by authoritarian
governments.
47) Internet developers always envisioned a system that could be used by commerce.
48) Domain names are identifying labels for websites.
49) The Internet Regulatory Commission is the chief oversight agency for the Internet.
50) eBay has almost 100 million users around the world.
51) Amazon.com was created to sell music online.
52) Kindle is an e-book reader to which books can be downloaded.
53) Targeted marketing has made it easier for advertisers to find potential customers.
54) Behavioral targeting works best on Google.
55) Behavioral targeting is a more sophisticated approach to advertising and persuasion than
targeted marketing because it’s more personally-focused.
56) The controversy surrounding sharing personal data gleaned from Facebook and Google and
shared with advertisers has been resolved.
57) Google offers more valuable information to advertisers than Facebook because it can tell them
what its users are interested in getting more information about.
58) Facebook does its best to get advertisers’ messages to users who are likely to be interested in
their product but it never gives the advertisers a list of those who received the ad.
59) Despite its growing audience online gaming has not yet attracted the attention of advertisers.
60) One concern with projects such as the Google Print Library is copyright protection.
Test Bank for Media of Mass Communication, 11/e
7.3 Short Answer Questions
1) As the CEO and driving force behind Apple, __________ reinvented three foundering media
industries in the early 21st century.
2) Given the names of recent Apple products, it’s not surprising they would collectively be referred
to as __________ by some commentators.
3) In the first stage of the Information Revolution which Steve Jobs called the __________ office
workers’ productivity was increased exponentially.
4) The integration of music, film, video, and interpersonal voice communication are key to an era
and a way of living Steve Jobs called __________.
5) When Steve Jobs introduced the __________ in 2007 he called it “the ultimate digital device” and it
is “like having your life in your pocket.”
6) America Online provided subscription Internet access to proprietary content in a business model
called a(n) __________.
7) A(n) __________ is software to navigate the Internet, specifically World Wide Web sites.
8) __________ is the dominant search engine.
9) The software tools that scour and index the Internet so search engines can do their job are called
Web __________.
10) __________ was not the first search engine but it quickly surpassed its predecessors because it
ranked the search results it provided for users.
11) Google and Yahoo were each developed by a team of two graduate students. They were
different students in each case, but they all studied at __________ University.
12) David Filo and Jerry Lang created __________.
13) The economic collapse of most investments in Internet commerce and high-tech stocks in 2000
was called the __________.
14) In 1969, the U.S. military created a computer network called __________ that eventually became
the basis of the Internet.
15) A variation of the concept of e-mail primarily used for mobile phones and confined to 140
characters or fewer is __________.
16) The television show __________ received 178 million text messages in 2009.
17) A cross between texting and book publishing, __________ tell a story one screen at a time.
18) Cell phone novels originated in and have gained a high degree of popularity in __________.
19) A person who posts information on a journal-like web site with continuing narrative, generally
personal in nature and on a narrow subject, is called a(n) __________.
20) __________ is the largest social networking site.
21) Although Facebook continues to have many more users, __________ is the fastest growing social
network platform.
22) In an Internet first, two presidential debates in 2008 were built around questions submitted on
video to the __________ website.
23) The global auction site with almost 100 million active users who bought and sold almost $62
billion in goods in 2010 is __________.
24) Apple took online commerce to a new level when it started __________ because the products it
sold didn’t require physical delivery and could be downloaded.
25) When an advertiser of anti-itch spray sends its ads to someone searching Google for
mosquitoes, the advertiser is engaged in __________.
26) When an advertiser on Facebook has its ad sent to someone who has made a wall post about
being bitten by mosquitoes, the advertiser is engaged in __________.
27) Advertisers love Facebook’s __________ button because it generates lots of referral traffic.
28) The goal of the __________ is to digitize every book ever produced.
29) Compared to __________, bound encyclopedias like the 32-volume Britannica have become a
digital era horse and buggy.
Chapter 7 New Media Landscape
124
7.4 Matching Questions
Match each Internet entity on the left with the most appropriate characteristic on the right. .
1) Facebook
A) Foundation for the Internet
2) America Online
B) Ground-breaking browser
3) Netscape
C) Site for posting photos
4) Google
D) Embody the digital hub needed for a digital lifestyle
5) Yahoo
E) Retailer without tangible products
6) ARPAnet
F) Highly successful early walled garden
7) iTunes
G) Results-ranking search engine
8) Flickr
H) 140-character messaging
9) Twitter
I) Enables behavioral targeting
10) iDevices
J) Ground-breaking search engine
7.5 Essay Questions
1) Describe the three distinct stages Steve Jobs uses to explain the evolution and impact of the
Information Revolution that has occurred since 1984. Be sure to identify the new technology or
application that Jobs saw as the enabling or distinguishing feature that triggered each of these
successive stages.
2) Briefly describe the evolution of the Internet from walled gardens to the newer and more
accessible era of web browsers and search engines. Explain how this transition benefited users and
Page Ref: 176-79, Topic: Portals, Search Engines
3) In light of the fact that Yahoo was established first, explain the impact, popularity, and huge
accepting advertising affected its success. Page Ref: 177-79, Topic: Search Engines
4) Discuss what is meant by the democratization of the Internet with such tools as blogs, social
Page Ref: 183-86, Topic: User-Generated Sites
5) Discuss the role Twitter, YouTube and other Internet sites that feature user-generated content
have played in situations of political unrest and even revolution around the world in recent years.
Be sure your answer includes information about the ways the ruling governments responded to
these situations and the role the new media played in them.
6) Explain the difference between targeted marketing and behavioral targeting. For each of these
practices, identify an online site/service that is ideally set up to help advertisers that want to do
7) Discuss the appeals of online gaming for advertisers and cite at least three examples of specific
games in which they might want to advertise .