Instructor Resource
Dainton, Applying Communication Theory for Professional Life 4e
SAGE Publishing, 2018
Chapter 10: Mediated Communication
Test Bank
Multiple Choice
1. According to Media Richness Theory, people should make media choices that
minimize ______.
A. ambiguity
B. gatekeeping
C. motivation
D. viewer cynicism
2. Media richness theory suggests that deciding upon the best way to send a
message is complicated by an increase in ______.
A. access to 24/7 news
B. communication channels
C. internet usage
D. symbolic convergence
3. Rogers (2003) identified five qualities that influence the rate and likelihood of
an innovation being adopted. The first is ______.
A. relative advantage
B. compatibility
C. trialability
D. observability
4. The idea that if a sufficient number of people adopt the innovation, additional
adoption of the innovation becomes self-sustaining, assuring future growth is
known as ______.
A. late adopters
B. early majority
C. reciprocal interdependence
D. critical mass
5. Howard is lonely and shy. He and his wife divorced a few months ago. As
soon as Howard comes home at night, he turns on the TV for companionship.
According to Katz and Blumler, Howard uses the media for ______.
A. agenda setting
B. cultivation effects
C. information
D. social interaction
6. Regina gets the Sunday newspaper every week. She particularly enjoys
reading the Dear Abby and other advice columns; she likes to compare her
opinions with those of the relationship “experts.” Regina uses this medium for
______.
A. information
B. justification
C. personal identity
D. social interaction
7. This media theory contrasts the others in one major way; it suggests the
viewers have control and will attend to the media for their own purposes.
A. media richness theory
B. social network analysis
C. uses and gratifications
D. diffusion of innovations
8. The premise of this theory is that the newest technology is not always best; we
need to match the message with the medium best suited to present the
message.
A. media richness theory
B. social network analysis
C. uses and gratifications
D. diffusion of innovations
9. The more ______ the message, the more ______ the medium should be.
A. ambiguous; rich
B. ambiguous; lean
C. detailed; rich
D. detailed; lean
10. Devon doesn’t enjoy watching Survivor, but she watches every week with her
roommate because it has become a ritual for the two of them as they unwind and
get ready for their weekend. Devon is watching to fulfill what gratification?
A. information
B. justification
C. personal identification
D. social interaction
Instructor Resource
Dainton, Applying Communication Theory for Professional Life 4e
SAGE Publishing, 2018
11. Suzen knows Landry from work. Landry keeps to himself and always has the
newest gadget, which he tells Suzen about. Suzen will often get the gadget
herself, and she is the one who convinces the majority of the people in the
organization to also make the purchase. Suzen is a(n) ______.
A. innovator
B. early adopter
C. early majority
D. late majority
12. Suzen knows Landry from work. Landry keeps to himself and always has the
newest gadget, which he tells Suzen about. Suzen will often get the gadget
herself, and she is the one who convinces the majority of the people in the
organization to also make the purchase. Landry is a(n) ______.
A. innovator
B. early adopter
C. early majority
D. laggard
13. Stu would like to purchase a smart fridge—new technology that alerts you
when you are low on staple foods in your refrigerator. He is hesitant, however,
because he doesn’t know how useful it would be. He wishes he could use one for
a little bit to see if it would be useful. Stu is concerned with ______.
A. compatibility
B. complexity
C. observability
D. trialability
14. Replacement discontinuance and disenchantment rejection occur in which
stage of the innovation process?
A. persuasion
B. decision
C. implementation
D. confirmation
15. Nia has heard about Google Glass, eyewear that allows you to use the
internet without others seeing it, but she has never actually seen anyone using it.
She isn’t even sure if it is officially on the market yet. Nia is concerned with
______.
A. compatibility
B. complexity
C. observability
D. trialability
16. This stage of the innovation process involves a lot of frustration and
uncertainty as the adopter has to figure out how this innovation works.
A. persuasion
B. decision
C. implementation
D. confirmation
17. Leroy has taught for over 35 years. His least favorite part of pre-planning for
the new school year is attending technology training. It drives him crazy that
every year he is told a new way to enter and keep track of his grades. He really
gets annoyed with the new faculty members because he feels they are indicating
he can’t do his job. Leroy is a(n) ______.
A. innovator
B. early adopter
C. early majority
D. laggard
18. Dusty is six credits away from completing his bachelor’s degree in an online
program. In his current online class, he is the one who starts the majority of
threads on the discussion boards. Also, other students frequently send him e–
mails asking his opinion about the best way to complete assignments. Dusty has
the network role of a ______.
A. gatekeeper
B. bridge
C. liaison
D. star
19. A ______ is a node that controls the flow of information between one part of
a network and another.
A. gatekeeper
B. bridge
C. liaison
D. star
20. A(n) ______ is a highly dense network embedded within a larger network.
A. isolate
B. hub
C. semantic network
D. meme
21. Andy is a member of more than one group. It may be said that Andy’s role is
that of which of the following?
A. bridge
B. star
C. gatekeeper
D. hub
22. Networks that particularly focus on the content of communications are called
______.
A. transient
B. symmetrical
C. semantic
D. isolated
23. “Digital technologies that allow people to connect, interact, produce and
share content” is the definition of which of the following?
A. memes
B. reinvention
C. relative advantage
D. social media
True/False
1. Video conferencing is a richer medium than e-mail because it has greater
information-carrying capacity than e-mail.
2. According to UGT, people use media to fulfill certain needs.
3. Ambiguous messages should be sent with more lean mediums.
4. The newest technology should always be used if possible, according to Media
Richness Theory.
5. Reciprocal interdependence refers to the notion that if a sufficient number of
people adopt the innovation, the innovation becomes self-sufficient, ensuring
future growth.
Instructor Resource
Dainton, Applying Communication Theory for Professional Life 4e
SAGE Publishing, 2018
6. People in the early majority category are not role models for adopting
innovations, however they ensure whether an innovation will reach critical mass.
7. The smallest category of people who adopt innovations is the laggards.
8. Network members are called nodes because the networks aren’t always
individuals.
9. A star has connections with two or more groups that would otherwise not be
linked.
10. Multiplexity refers to the extent to which two network members are linked
together by more than one relationship or type of communication.
Essay
1. According to media richness theory, why is face–to-face communication
considered the richest medium? In your response, make sure to define “media
richness” and address the four characteristics of rich media.
2. Identify and explain the four reasons, according to Uses and Gratifications
Theory, that people attend to the media.
3. Explain, using three qualities, why some innovations are adopted and others
are not.
Instructor Resource
Dainton, Applying Communication Theory for Professional Life 4e
SAGE Publishing, 2018
4. Explain density as a network property.
5. Explain the function of a gatekeeper.