Test Bank Chapter 13: Ecological Analysis
MATCHING
1. paradigm shift e. fundamental transformation in how we know the world
2. medium theory d. research tradition concerned with communication technologies
MULTIPLE CHOICE
d. cool media
2. According to Harold Innis, television and radio reflect which type of media?
3. According to Marshall McLuhan, film and radio reflect which type of media?
4. According to Marshall McLuhan, analog television reflects which type of media?
5. According to Harold Innis, what are the key characteristics of time-biased media?
d. spherical and discontinuous
6. According to Harold Innis, what are the key characteristics of space-biased media?
7. According to Marshall McLuhan, which two traits best describe visual space?
8. According to Marshall McLuhan, which two traits best describe acoustic space?
9. Which of McLuhan’s four laws reflects his conviction that every technology amplifies some organ,
sense, or faculty?
d. reversal
10. Which of McLuhan’s four laws reflects his conviction that all media recast and remake previous
media?
11. According to Walter Ong, the word is best conceptualized as which of the following in primarily oral
cultures?
d. private
12. Which two characteristics best describe third wave media?
13. Which two logics best describe third wave media?
14. Which logic of third wave media describes its intensely sensory character?
d. interactive
ESSAY QUESTIONS
1. Harold Innis divided media into the categories of time-binding and space-binding. Identify and
2. Marshall McLuhan contends that different types of media produce different experiences of