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Chapter 26 - Media Ecology Theory
Chapter 26
Media Ecology Theory
Multiple Choice Questions
1. Scholars term McLuhan's work "media ecology" because
2. McLuhan felt that _____ is a "corporate image" that relies on society for its status and
sustenance.
3. "The medium is the message" suggests that
4. Which of the following is a hot medium according to McLuhan?
5. The main distinguishing factor between hot and cool media is the
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16. _____ is a law that states that media will—when pushed to their limit—produce or become
something else.
17. The _____ refers to the shaping power of technology on a society.
18. Marshall McLuhan and Eric McLuhan offer the _____ as an organizing concept that allows
scholars to understand the past, present, and current effects of media.
19. Which of the following was the prominent technology in the tribal era?
20. Which of the following was the dominant sense in the literate era?
21. Which of the following statements is true of the tribal era?
Chapter 26 - Media Ecology Theory
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written consent of McGraw-Hill Education.
D. People heard with no real ability to censor messages.
22. Which of the following statements is true of the print era?
True/False Questions
23. McLuhan based much of his thinking on Aristotle's works.
24. According to Innis, those in power were given more power because of the development of
technology.
25. McLuhan felt that media were broad enough to include money.
26. The prominent sense during the print era, according to McLuhan, was hearing.
27. The ratio of the senses refers to how people adapt to their environment.
28. McLuhan conceptualized the laws of media while working with his son.
29. The Internet is an example of enhancement, one of the laws of media.
TRUE
30. Meyrowitz agrees with McLuhan that electronic media have social consequences.
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31. Postman (1992) hypothesizes that technology negatively changes the fabric of society.
33. What might Media Ecology theorists say about social media such as Facebook and
Twitter?
Answers will vary.
34. Compare the principles and concepts of Media Ecology Theory to those of Cultivation
Analysis. What similarities and differences exist between the two theories?
Answers will vary.
35. Apply the tetrad to 21st century technology. Present several technological innovations and
describe how the laws of media apply.
36. What is meant by the statement, "decentralization of authority is enhanced by the Internet"?
Apply Media Ecology Theory to your interpretations.
Answers will vary.
37. Postman coined the word technopoly to refer to a society dominated by technology. What
could be a few positive and negative effects of a technopoly?
Answers will vary.
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38. Explain the major criticisms scholars have voiced in regard to Media Ecology Theory. Do
you agree with these criticisms? Why or why not?
Answers will vary.
39. Compare the principles and concepts of Media Ecology Theory to those of Cultural Studies
theorists. What similarities and differences exist between the two theories?
Answers will vary.
