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Chapter 04: Cybermedia
Multiple Choice Single Select
1) Looking to the future, Steve Jobs and Apple reinvented floundering media industries that
included all the following EXCEPT
a) home/office computers.
b) mobile telephones.
c) motion pictures.
d) recorded music.
2) All of the following were introduced in the 21st century after Steve Jobs returned to Apple
EXCEPT
a) the iPhone.
b) the iPod.
c) iTunes.
d) Macintosh computers.
3) Steve Jobs subdivided the Information Revolution into three distinct stages that included all
of the following EXCEPT
a) Computer Revolution.
b) Digital Lifestyle.
c) Electronic Transformation.
d) Internet Revolution.
4) In Steve Jobs’ view of the Information Revolution, all of the following can be said about the
period known as the Internet Revolution EXCEPT
a) it lasted from roughly 1994 to 2000.
b) it was triggered by the introduction of the first Apple computers.
c) personal computers became vehicles for consumer transactions in the marketplace.
d) the role of personal computers shifted from productivity to interconnectivity.
5) The Internet emerged as a major mass medium in the
a) 1970s.
b) 1980s.
c) 1990s.
d) 2000s.
6) What Internet service provider first dominated the Internet in the 1990s?
a) CompuServe
b) America Online
c) Google
d) Prodigy
7) In 1969, the U.S. military created a computer network called
a) ARPAnet.
b) Internet.
c) Intranet.
d) Compunet.
8) E-mail messages sent indiscriminately to large numbers of recipients are called
a) e-blasts.
b) solicitation.
c) spam.
d) flashes.
9) Texting on cellular networks generally limits messages to
a) 15 words.
b) 100 characters.
c) 140 characters.
d) personal use only.
10) After several mass murders on college campuses in 2008, many universities instituted
a) phone banks to alert students.
b) text message alerts to cell phones.
c) upgraded and faster e-mail systems.
d) electronic bulletin boards to post warnings.
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11) A journal-like website with continuing narrative, generally personal, is called a(n)
a) e-journal.
b) blog.
c) PDA.
d) e-zine.
12) The scandal that undid Senator Trent Lott was first reported on a(n)
a) blog.
b) online newspaper.
c) radio program.
d) network newscast.
13) Blogs
a) are on the decline after peaking in 2008.
b) are primarily for interpersonal communication only.
c) are of little importance as a form of mass communication.
d) have the potential to make a computer user a mass communicator.
14) When Harvard sophomore Mark Zuckerberg posted pictures of sorority members on his
blog and asked people to vote for the “hotter” one, it marked the beginning of
a) American Idol.
b) Facebook.
c) MySpace.
d) America’s Next Top Model.
15) Which is the largest social network?
a) Flickr
b) YouTube
c) Facebook
d) MySpace
16) Ashton Kutcher became the first person to attract 1 million followers on
a) Facebook.
b) Flickr.
c) Yahoo.
d) Twitter.
17) During the early development of the Internet, what did its creators envision for the future?
a) attracting enough advertisers to pay for its maintenance
b) a medium that would include scholarly work, entertainment, and shopping sites
c) a commercial system that would pay fees to the government
d) a commercial-free system
18) Which is the chief oversight agency for the Internet?
a) Internet Corporation for Assigned Names and Numbers (ICANN)
b) Federal Internet Regulatory Policy Agency (FIRPA)
c) Federal Communications Commission (FCC)
d) Central Internet Administration (CIA)
19) Which site was the pioneer online auction site?
a) Diecast
b) Yahoo
c) eBay
d) uBid
20) What has been the impact of Amazon.com and the iTunes store on traditional music and
book retailers?
a) With increased exposure, sales at traditional retailers have increased.
b) It has had negligible impact.
c) Many traditional retailers have closed.
d) An oversaturated market has substantially reduced prices.
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21) Matching advertisers with potential customers with relative precision is
a) behavioral targeting.
b) targeted marketing.
c) common sense.
d) illegal on the Internet.
22) Which of the following is most likely to be used for behavioral marketing?
a) Google
b) YouTube
c) eBay
d) Facebook
23) One of the most advantageous elements of Facebook as far as advertisers are concerned is
a) friending.
b) the Like button.
c) third-party apps.
d) wall posts
24) What is the name of the project to put online all books ever produced?
a) The Amazon Collection
b) The Yahoo Literature Collection
c) The E-World Library
d) The Google Books Library Project
25) The advantages of digital archives include all of the following EXCEPT
a) archivists won’t have to be selective; they can save anything that can be digitized.
b) the Dewey Decimal System used by libraries is perfect for online searching and indexing.
c) unlike libraries, they won’t need to periodically prune their collections to regain shelf
space.
d) the volume of information they can store will dwarf anything previously attempted.
26) Consumers today expect to find _________ media online.
a) all
b) traditional
c) new
d) select
27) A developing nation joins forces with a U.S. company to provide Wi-Fi access to its major
cities. This country is working to _________ Internet content.
a) access
b) distribute
c) create
d) regulate
28) Which industry has struggled to adapt to an online environment and its ease of sharing
information?
a) music
b) magazines
c) radio
d) books
29) What is a benefit of pixel technology for users?
a) one device to access everything
b) louder sound across technologies
c) easier sign-in processes
d) one search engine can suffice
30) Grandpa Miles fondly remembers his town newspaper, The Daily Herald. The sole
newspaper is an example of the _________ model.
a) push
b) pull
c) reception
d) delivery
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31) David accidentally posts a private picture on his Facebook page. A friend likes the photo
and shares it, and it soon goes viral. This situation is an example of
a) interpersonal communication becoming mass communication.
b) face-to-face communication becoming public communication.
c) mass communication becoming viral communication.
d) individual communication becoming group communication.
Answer: a
