Type
Quiz
Book Title
Media Essentials 4th Edition
ISBN 13
978-1319059477

978-1319059477 Test Bank Chapter 2

June 16, 2020
Page 1
1.
The first type of protomodern book, which used sheets of parchment sewn together
along one edge, then bound with thin pieces of wood and covered with leather, was
_____.
A)
papyrus
B)
parchment
C)
codex
D)
vellum
2.
Rules of punctuation, capitalization, and spacing of words were developed _____.
A)
during the Middle Ages by priests and monks
B)
in 1452 by printer Johannes Gutenberg
C)
in the 1500s for the publication of Canterbury Tales
D)
in the ninth century by Wang Chieh for the Diamond Sutra
3.
Many books from the Middle Ages were called illuminated manuscripts because they
were _____.
A)
elaborately decorated with colorful illustrations
B)
printed using reflective ink
C)
burned in castle fireplaces to honor God
D)
read aloud in the town square by scholars who explained, or illuminated, the text
4.
The oldest dated block-printed book still in existence is _____.
A)
the Gutenberg Bible
B)
Canterbury Tales
C)
the Diamond Sutra
D)
Plato's Republic
5.
The right to use the contents of a book in another form, such as a mass market
paperback or movie script, is called _____.
A)
royalties
B)
residuals
C)
subsidiary rights
D)
an advance
6.
The division of the book industry that makes the most money is _____.
A)
trade books
B)
textbooks
C)
religious books
D)
mass market paperbacks
Page 2
7.
According to a survey by the National Association of College Stores, the number of
students who prefer _____ course materials is slowly growing.
A)
digital
B)
custom
C)
print
D)
audio
8.
The best-selling book of all time is _____.
A)
various versions of the Bible
B)
Better Homes and Gardens Cookbook
C)
Baby and Child Care by Dr. Benjamin Spock
D)
Peyton Place by Grace Metalious
9.
In 2015, the greatest estimated U.S. book revenue was generated by which market?
A)
Pre-K12 education
B)
Trade books
C)
Religious books
D)
Professional books
10.
Numerous books have become best-sellers after they were selected for ____.
A)
Inside Edition
B)
Oprah's Book Club
C)
C-Span's Booknotes program
D)
20/20
11.
Many older books are deteriorating because _____.
A)
there is too much humidity in the library buildings
B)
the ink used in printing the books is eating through the paper
C)
the glue holding the books together is drying out
D)
the books were printed on acid-based paper
12.
For hundreds of years, books were the only mass medium.
A)
True
B)
False
13.
The Chinese were printing books using block printing long before Gutenberg printed his
Bible using movable type.
A)
True
B)
False
Page 3
14.
In the late 1400s and early 1500s books were so inexpensive and modest that they were
primarily sold to the middle and lower classes.
A)
True
B)
False
15.
Pulp fiction was another name for the popular paperbacks and dime novels of the late
1800s.
A)
True
B)
False
16.
Book publishing is dominated by a handful of giant corporations.
A)
True
B)
False
17.
With the rise of electronic and digital publishing, book formats have expanded beyond
print.
A)
True
B)
False
18.
The publishing industry produces titles in a wide variety of categories.
A)
True
B)
False
19.
Trade books refers to the category of books sold to the general reader.
A)
True
B)
False
20.
Professional books are sold mostly through mail order, the Internet, or sales
representatives knowledgeable about the various subject areas.
A)
True
B)
False
21.
Professional books are subdivided into the areas of law, business, medicine, and
technology-science.
A)
True
B)
False
Page 4
22.
Contemporary mass market paperbacks are paperback versions of hard cover trade
books by blockbuster authors such as Stephen King and Veronica Roth, and are
generally priced low (under $10).
A)
True
B)
False
23.
Sales of religious books have dropped substantially over the past twenty years.
A)
True
B)
False
24.
University presses often publish scholarly works for small groups of readers interested
in specialized areas.
A)
True
B)
False
25.
Amazon introduced an e-book readerthe Kindlein 2007.
A)
True
B)
False
26.
Brick-and-mortar stores include traditional bookstores, department stores, drugstores,
used-book stores, and toy stores.
A)
True
B)
False
27.
When a book becomes a movie or a television program, book sales soar.
A)
True
B)
False
28.
In the publishing industry, advance money is an up-front payment to an author that's
subtracted from royalties later earned from book sales.
A)
True
B)
False
29.
Distribution costs include maintaining the inventory of books to be sold and fulfilling
orders (shipping books to commercial outlets or college bookstores).
A)
True
B)
False
Page 5
30.
One of the first substances to hold written language and symbols, ______ was obtained
from plants found along the Nile River.
31.
The ______ was a protomodern book made by sewing sheets of parchment together
along one edge and binding it with thin pieces of wood covered with leather.
32.
A printing technique developed by early Chinese innovators, ______ involved
hand-carving characters and illustrations into wood.
33.
Sometimes identified as pulp fiction, ______ were cheaply produced and low-priced
books popular in the United States beginning in the 1860s.
34.
______ is a technology introduced in the 1880s that enabled printers to set type
mechanically using a typewriter-style keyboard.
35.
The process of promotion and sale of different versions of a media product across the
various subsidiaries of a media conglomerate is called ______.
36.
______ editors seek out and sign authors to contracts.
37.
In book publishing, ______ editors provide authors with feedback, make suggestions for
improvements, and solicit advice from reviewers.
38.
______ are sold off racks in drugstores, supermarkets, and airports as well as in
bookstores.
39.
Why was the printing press such an important and revolutionary development?
40.
Why did publishing houses develop? What has happened to them today?
41.
How is convergence transforming the publishing industry?
42.
What have been the major contributions of books to democratic life?
Page 6
43.
Discuss the challenges that threaten to dilute the impact of books as a mass medium.
Page 7
Answer Key
1.
C
2.
A
38.
Mass market paperbacks
39.
40.
41.
42.
43.
4. the electronic era really took off with the arrival of what? a) radio b) television c) the internet d) the telegraph 6. what is one main meaning of the term media convergence? a) the technological merging of content across different media channels, such as songs being available on cell phones b) the appropriation of american products by foreign advertisers c) the diversification of various media holdings—such as cable connections, phone services, television transmissions, and internet access—into separate companies d) all options are correct. page 1 8. the linear communication model can be criticized on the grounds that a) it assumes that culture is hierarchical. b) it asserts that audiences create their own meanings from messages sent. c) it does not usually move messages smoothly from a sender at point a to a receiver at point z. d) it conforms too closely to the eps model. 13. a manuscript culture existed between 1000 bce and the mid-fifteenth century and manuscripts were commissioned by members of the ruling classes. a) true b) false 14. the printing press fostered the rise of tribal storytellers. a) true b) false 15. gutenberg played an active role in the transition from oral to written culture. a) true b) false 16. with the coming of the printing press, the printed newspaper became the first mass-marketed product in history. a) true b) false 17. the computer was the first electronic innovation. a) true b) false 18. media convergence is considered a characteristic of the digital turn. a) true b) false 19. according to the textbook, media convergence has two very different meanings. a) true b) false 20. researchers do not all agree on whether watching violent tv shows makes viewers more likely to commit violent acts than not watching such tv shows. a) true b) false page 3 21. the senders of messages often have very little control over how their messages will be decoded. a) true b) false 22. according to the textbook, as cultural forms, the media help us make sense of daily life and articulate our values. a) true b) false 23. the cultural model recognizes that individuals assign diverse meanings to messages depending on personal characteristics, such as gender, age, educational level, ethnicity, occupation, and religious beliefs. a) true b) false 25. high culture is the same as popular culture. a) true b) false 27. the progressive era is another name for the postmodern period. a) true b) false 28. postmodern cultural values include working efficiently and believing in a rational order. a) true b) false page 4 29. content analysis is a tool of the social scientific approach. a) true b) false 30. in the textbook's comparison of two types of research about cancer news coverage, the social scientific approach focused on interpretation of the meanings of the media stories. a) true b) false 31. the critical process consists of describing, analyzing, interpreting, evaluating, and engaging with mass media. a) true b) false 32. those who consult research to acquire media literacy should concentrate on either cultural studies or social scientific studies. a) true b) false 3. many books from the middle ages were called illuminated manuscripts because they were _____. a) elaborately decorated with colorful illustrations b) printed using reflective ink c) burned in castle fireplaces to honor god d) read aloud in the town square by scholars who explained, or illuminated, the text 5. the right to use the contents of a book in another form, such as a mass market paperback or movie script, is called _____. a) royalties b) residuals c) subsidiary rights d) an advance 6. the division of the book industry that makes the most money is _____. a) trade books b) textbooks c) religious books d) mass market paperbacks page 1 8. the best-selling book of all time is _____. a) various versions of the bible b) better homes and gardens cookbook c) baby and child care by dr. benjamin spock d) peyton place by grace metalious 9. in 2015, the greatest estimated u.s. book revenue was generated by which market? a) pre-k–12 education b) trade books c) religious books d) professional books 10. numerous books have become best-sellers after they were selected for ____. a) inside edition b) oprah's book club c) c-span's booknotes program d) 20/20 11. many older books are deteriorating because _____. a) there is too much humidity in the library buildings b) the ink used in printing the books is eating through the paper c) the glue holding the books together is drying out d) the books were printed on acid-based paper 12. for hundreds of years, books were the only mass medium. a) true b) false 15. pulp fiction was another name for the popular paperbacks and dime novels of the late 1800s. a) true b) false 16. book publishing is dominated by a handful of giant corporations. a) true b) false 17. with the rise of electronic and digital publishing, book formats have expanded beyond print. a) true b) false 18. the publishing industry produces titles in a wide variety of categories. a) true b) false 19. trade books refers to the category of books sold to the general reader. a) true b) false 20. professional books are sold mostly through mail order, the internet, or sales representatives knowledgeable about the various subject areas. a) true b) false 23. sales of religious books have dropped substantially over the past twenty years. a) true b) false 24. university presses often publish scholarly works for small groups of readers interested in specialized areas. a) true b) false 25. amazon introduced an e-book reader—the kindle—in 2007. a) true b) false 26. brick-and-mortar stores include traditional bookstores, department stores, drugstores, used-book stores, and toy stores. a) true b) false 27. when a book becomes a movie or a television program, book sales soar. a) true b) false 28. in the publishing industry, advance money is an up-front payment to an author that's subtracted from royalties later earned from book sales. a) true b) false 29. distribution costs include maintaining the inventory of books to be sold and fulfilling orders (shipping books to commercial outlets or college bookstores). a) true b) false page 4

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