Chapter 02: Media Technology
Key: Answer, Page, Type, Learning Objective, Level
Type
A=Applied
C=Conceptual
F=Factual
Level
(1)=Easy; (2)=Moderate; (3)=Difficult
LO=Learning Objective
SG=Used in Study Guide
p=page
Chapter 02: Media Technology
Multiple Choice Single Select
1) A defining characteristic of mass communication is that it
a) can easily survive without technological assistance.
b) relies on technology.
c) preceded technology.
d) continues to exist despite technological advances.
2) Johan and Marcus stop in the hallway and talk about the weekend basketball game. This
situation is an example of
a) individual communication.
b) non-applied media.
c) interpersonal communication.
d) basic pedagogy.
3) Traditional media products and new products are emerging from
a) analog technology.
b) landlines.
c) digital technology.
d) broadcasting.
4) Which technology have photography and movies relied on throughout most of their history?
a) chemical technology
b) print technology
c) electronic technology
d) digital technology
5) The first of the electronic media was
a) film.
b) sound recording.
c) television.
d) e-mail
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6) In addition to printing technology, mass media have been based on all the following
EXCEPT
a) chemical technology.
b) digital technology.
c) electronic technology.
d) nanotechnology.
7) Which innovation made the printing press an agent for mass communication?
a) paper in rolls
b) lithographic film
c) printing ink
d) movable metal type
8) The man who invented movable type and printed at least 200 Bibles with it was
a) Richard Hoe.
b) Frederick Ives.
c) Johannes Gutenberg.
d) Martin Luther.
9) Although the Chinese invented paper and created the first print culture, their movement
toward the mass production of printed works in China stalled because of
a) a lack of materials.
b) the Chinese language having more than 5,000 basic characters.
c) an internal civil war.
d) insufficient financial support.
10) Which technological innovation of the 1440s allowed scientists to print their theories and
experimental results for wide dissemination?
a) photography
b) printing paper
c) rotary press
d) movable metal type
11) In the years following the invention of movable metal type, society was transformed in all
the following ways EXCEPT
a) the oral tradition of storytelling was displaced by people reading stories for themselves.
b) national languages emerged and gradually replaced local dialects.
c) books and literacy became subject to tighter control and scrutiny by church authorities.
d) authors who were previously ignored began to be recognized and paid for their work.
12) Richard Hoe perfected the high-speed, rotary press during the __________ Revolution, a
period when the technology to mass produce paper on large rolls was also developed.
a) American
b) Industrial
c) French
d) Media
13) Frederick Ives invented which process in 1876 that allowed visual images to be printed to
accompany the words printed on a page?
a) Photography
b) Halftone
c) Camera obscura
d) Movable type
14) The process of reproducing black-and-white images by printing variously sized dots of ink
that look like different tones of gray is
a) halftone printing.
b) the ink dot process.
c) celluloid imagery.
d) digital photography.
15) In 1934, Time founder Henry Luce launched another visually-oriented magazine called
a) Harper’s Bazaar.
b) Life.
c) Better Homes and Gardens.
d) Vogue
16) By the time of the U.S. Civil War, this still-developing technology made it possible to
capture a new kind of archival record.
a) photography
b) printing press
c) video recording
d) radio
17) All the following contributed to development of motion pictures as a mass medium
EXCEPT
a) exposure to light making silver nitrate turn dark.
b) persistence of vision in the human eye.
c) projecting images on a wall instead of showing them in a personal viewing box.
d) television’s ability to transmit visual images to another location.
18) The first sound recording and playback machine was the
a) telegraph.
b) microphone.
c) Dictaphone
d) phonograph.
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19) This inventor of the telegraph talked Congress into spending $30,000 to string electricity-
conducting wire 41 miles from Washington to Baltimore.
a) Thomas Edison
b) Samuel Morse
c) Emile Berliner
d) William Dickson
20) The first recording machine, the phonograph, was invented in 1877 by
a) Thomas Edison.
b) Emile Berliner.
c) Samuel Morse.
d) George Eastman.
21) Guglielmo Marconi is well known for transmitting the first
a) photographic image.
b) wireless message.
c) text message.
d) television signal.
22) Hertzian waves, named for Heinrich Hertz, who proved their existence in 1877, are now
more commonly called _________ waves.
a) Doppler
b) electronic
c) radio
d) television
23) Idaho farm boy Philo Farnsworth developed the first practical
a) talking pictures.
b) television receiver.
c) transmitting tower.
d) two-way radio.
24) The first communication satellite was launched in 1960 and called
a) Westlink 1.
b) Startel.
c) CNN.
d) Telstar.
25) A ground station that beams a signal to an orbiting communication satellite is called a(n)
a) uplink.
b) downlink.
c) exciter.
d) router.
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26) A ground station that receives a signal relayed from a communication satellite is called a(n)
a) uplink.
b) downlink.
c) retriever.
d) derouter.
27) Any telecommunication connection using cable laid across the land, buried underground, or
suspended from poles is called a
a) landline.
b) circuit.
c) downlink.
d) landlink.
28) Thin, flexible fibers of glass that transmit signals using bursts of light are called ________
cables.
a) fiber-optic
b) coax
c) jumper
d) digital
29) The silicon chips that provide the foundation for digital technology are
a) digital conductors.
b) fiber-optic chips.
c) semiconductors.
d) Bell Labs chips.
30) The melding of print, electronic, and photographic media into digitized form is called
a) media convergence.
b) a digital mash-up.
c) digi telecommunications.
d) media integration.
31) The early version of what became the Internet linked government contractors and
universities so researchers could exchange information and was known as
a) Comp-U-Link.
b) Compuserve.
c) U.S.A. Net.
d) ARPAnet.
32) The type of technology through which media messages are coded into 1s and 0s for
transmission and delivery then decoded into their original appearance for consumers is
a) digital.
b) analog.
c) mixed media.
d) convergent.
33) Which high-capacity global telephone network links computers?
a) the Internet
b) cellular communication
c) satellite communication
d) Global Net
34) Another name for the current digital revolution affecting communication all over the world
is
a) media clash.
b) fragmentation.
c) democratization.
d) media convergence.
35) Tim Berners-Lee invented
a) the communication satellite.
b) fiber-optic cable.
c) the Internet.
d) the World Wide Web.
36) A home of the future has a touchscreen hidden in its walls where people can touch it to
activate heating, cooling, and even refrigerator temperatures. Most likely, this technology
consists of
a) Gorilla Glass.
b) semiconductor strips.
c) transductor codes.
d) cloud frames.
37) Which Yale professor devised one of the most long-lived and elegantly simple narrative
models of mass communication in the 1950s?
a) Guglielmo Marconi
b) Harold Lasswell
c) Johannes Gutenberg
d) Ed Parsons
38) In Lasswell’s model, the medium through which a message is sent to a mass audience is
called a
a) channel.
b) system.
c) network.
d) path.
39) The narrative model of mass communication includes four key questions. Which of the
following is NOT one of them?
a) Who says what?
b) In which channel?
c) To whom?
d) Under what circumstances?
40) Hiebert, Ungurait, and Bohn developed an excellent model that visually presents the process
of mass communication as
a) boxes with directional arrows between them leading from the sender to the audience.
b) a staircase of operational steps that go upward from idea to understanding.
c) concentric circles representing the factors that affect the outcome of mass
communication.
d) several sets of circles that are entwined and connected in different ways.
41) The center ring in the concentric circle model of mass communication represents the
a) media environment from which all the other elements arise.
b) audience being targeted by the mass media messages.
c) messages that are shaped and affected by all the surrounding influences.
d) communicators who originate the messages aimed at the audience.
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42) Margot is an editor for a news station. She makes the final decision about what to include in
the news broadcasts. Margot is known as a
a) regulator.
b) gatekeeper.
c) fact checker.
d) subject matter expert.
43) Amplification in relation to mass communication theory means increasing the
a) number of people delivering the message.
b) type size in printed messages or the volume of spoken messages.
c) potential audience size through channel selection.
d) action or emotional appeal of a message to attract more people.
44) A military censor who blocks a combat story from being released is acting as a(n)
a) amplifier.
b) gatekeeper.
c) regulator.
d) mediator.
45) In communication theory, “noise” is an impediment to communication that occurs before a
message reaches a receiver and includes all the following EXCEPT _________ noise.
a) semantic
b) concentric
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c) channel
d) environmental
46) A speaker who slurs his speech during a televised address is creating _________ noise.
a) channel
b) environmental
c) semantic
d) articulated
47) The biggest problem in trying to apply older models of mass communication to 21st century
mass communication is that
a) message preparation and transmission technology are now decentralized.
b) computers weren’t included in earlier models but are crucial for communication today.
c) the speed of communication today is faster than earlier theorists could have imagined.
d) audiences are much bigger today than they ever were in the past.
48) The World Wide Web has shifted much of the control of communication from the mass
media to
a) Internet monitors.
b) message senders.
c) message recipients.
d) software designers.
