1. The average U.S. adult spends more than ____ of his or her waking life with the mass
media.
a. 20 percent
b. 30 percent
c. 50 percent
d. 75 percent
2. Advertising makes up more than ______ of printed space in daily newspapers:
a. one-half
b. three-fourths
c. one-third
d. two-thirds
3. The current trend of large companies buying smaller companies so that fewer companies
own more types of media businesses is called:
a. conglomerate.
b. chain.
c. concentration of ownership.
d. vertical integration.
4. The Walt Disney Co. is an example of a company that is:
a. vertically integrated.
b. a radio network.
c. privately owned.
d. a newspaper chain.
Name: Class: Date:
Chapter 1: Mass Media and Everyday Life
5. A conglomerate is a:
a. company that owns more than one type of media property.
b. large group of television networks.
c. company that owns media companies and other companies that are unrelated to media.
d. group of TV networks and newspapers.
6. Of all the media, ____ is/are growing the fastest.
a. television
b. Internet media
c. newspapers
d. radio
7. The second information communications revolution began with the invention of:
a. the typewriter.
b. paper.
c. the movable type printing press.
d. offset printing.
8. Johannes Gutenberg printed a Bible on a press that used movable type with metal
lettering in 1455, some 200 years after the __________developed a printing press using
wood type.
a. Phoenicians
b. Chinese
c. Egyptians
d. Italians
Name: Class: Date:
Chapter 1: Mass Media and Everyday Life
9. The media:
a. provide information and entertainment.
b. affect political institutions.
c. affect cultural institutions.
d. All of these choices are correct.
10. Which of the following is nottrueabouttoday’sdigitalmediaenvironment:
a. Today’sdigitalmediaenvironmentisanintricate,webbednetwork.
b. Mostofthesystemsintoday’sdigitalmediaenvironmentareinvisible.
c. The digital network uses a single communications delivery system.
d. Eventually digital technology will be available everywhere in the world.
11. The term that describes the way that different people process messages differently is:
a. selective perception.
b. vertical integration.
c. mass communication.
d. intrapersonal communication.
12. Mass communication:
a. involves a direct sharing of experience between two people.
b. is the same as intrapersonal communication.
c. allows the most direct feedback of all types of communication.
d. is communication from one person or group of persons through a transmitting device to large
audiences or markets.
Name: Class: Date:
Chapter 1: Mass Media and Everyday Life
13. A response sent to a sender from someone who receives a message is called:
a. mass communication.
b. noise.
c. data compression.
d. feedback.
14. Interpersonal communication:
a. means talking to yourself.
b. is a direct sharing of experience between two people.
c. happens when you listen to radio.
d. involves use of a transmitting device.
15. Which of the following is an example of interactive media?
a. the Internet
b. a DVD or a CD
c. satellite radio
d. over the air broadcast radio
16. Most of the income the mass media collect annually is from:
a. subscriptions.
b. advertising.
c. product sales.
d. the government, in public subsidies.
Name: Class: Date:
Chapter 1: Mass Media and Everyday Life
17. Recent developments in mass media industries include:
a. many major newspapers adding reporters because of high per-reporter profitability.
b. newspapers launching on-line editions as income from the print editions decline.
c. a steady decline in Internet advertising revenues from 2000 to 2010.
d. an increase in income from movies since 2005, reversing a 10-year downward trend.
18. Satellite radio generates revenues primarily through:
a. advertising.
b. contributions.
c. subscriptions.
d. government subsidies.
19. Thefirsthalfofthe20thcenturybroughtwhichnewmedia?​
a. ​books,newspapers,televisionandradio
b. newspapers, magazines, movies and radio
c. ​movies,radio,recordingsandtelevision
d. radio, recordings, books and television
20. Which of the following is not considered a mass media industry?
a. movies
b. the Internet
c. books
d. advertising
Name: Class: Date:
Chapter 1: Mass Media and Everyday Life
21. The U.S. mass media:
a. provide only entertainment.
b. provide everyone in the U.S. with the same mass media experience.
c. actively influence American society as well as mirror it.
d. deliver about 10 advertising messages each day, on average, to someone living in an
American city.
22. AccordingtotheImpact/Societybox,“AverageTimeAmericansSpendUsingMassMedia
EachDay,”howmanyhoursperdaydoestheaverageAmericanspendwiththemass
media?
a. 5 hours
b. 7 hours
c. 9 hours
d. 12.5 hours
23. AccordingtotheImpact/Moneybox,“U.S.MassMediaIndustriesAnnualIncome1987–
Today,”printindustriesdidbestin:
a. the 1970s.
b. the 1980s.
c. the 1990s.
d. 2000–2009.
24. AccordingtotheImpact/Societybox,“ElementsofMassCommunication,”whichofthe
following can change a message after it has been sent?
a. sender
b. channel
c. medium
d. noise
Name: Class: Date:
Chapter 1: Mass Media and Everyday Life
25. AccordingtotheImpact/Convergencebox,“HowtheGlobalCommunicationsNetwork
Works,”whichdeliverysystemsconnectyourdevicesandthenationalinternational
network?
a. mobile media devices
b. telephone, satellite, and cable companies
c. computers
d. television
26. Interpersonal communication differs from mass communication because it takes place
internally within one person.
a. True
b. False
27. Media convergence is the melding of the communications, computer and electronics
industries.
a. True
b. False
28. Vertical integration means that companies own other companies unrelated to mass media.
a. True
b. False
29. The second information communications revolution began with the invention of paper.
a. True
b. False
Name: Class: Date:
Chapter 1: Mass Media and Everyday Life
30. Books,newspapersandmagazineswereAmerica’sonlymassmediafor250yearsafter
the first American book was published in 1640.
a. True
b. False
31. A conglomerate like Sony holds an interest in media companies as well as companies
unrelated to the media business.
a. True
b. False
32. Theaudienceshareoftheoriginalthreebroadcastnetworks—ABC,CBSandNBC—has
remained stable since the introduction of cable networks and satellite delivery services.
a. True
b. False
33. Affiliates are stations that use network programming but are owned by companies other
than the networks.
a. True
b. False
34. AccordingtotheImpact/Moneybox,“U.S.MassMediaIndustriesAnnualIncome1987–
Today,”movieindustryincomehassteadilygrown,evenaftertheadventoftheInternet.
a. True
b. False
Name: Class: Date:
Chapter 1: Mass Media and Everyday Life
35. According to the Impact / Societybox,“ElementsofMassCommunication,”channeland
medium mean the same thing.
a. True
b. False
REFERENCES: How the Communication Process Works
36. Explain what vertical integration means. Give an example.
ANSWER: Answersmayvary.​
REFERENCES: Mass Media Are Profit-Centered Businesses
37. Discuss the impact of the rapid pace of current media technological developments on
both media organizations and media audiences. List and explain three examples of the
effects of recent technological developments on your own media use.
ANSWER: Answersmayvary.​
REFERENCES: Why You Should Understand Mass Media and Everyday Life
38. Discuss the practical effects of the availability of digitized communications. What does it
mean to the media businesses that make information and entertainment available to you?
How does digitization affect your access to information and entertainment? Give 3
examples from your current use of mass media.
ANSWER: Answersmayvary.​
REFERENCES: Why You Should Understand Mass Media and Everyday Life
39. Discuss why newspapers and broadcast companies are attractive investments at the
same time that they adapt to the development of the Internet.
ANSWER: Answersmayvary.​
REFERENCES: Discuss why newspapers and broadcast companies are attractive investments at the
same time that they adapt to the development of the Internet.
40. Discuss the pros and cons of concentrated media ownership, including its potential
impact on the availability of diverse points of view and sources of information and
entertainment.
ANSWER: Answersmayvary.​
REFERENCES: Mass Media Are Profit-Centered Businesses
Name: Class: Date:
Chapter 1: Mass Media and Everyday Life