Chapter_01_TESTBANK_EM_Medoff_3e.doc

Electronic Media: Then, Now, and Later 3e Norman J. Medoff and Barbara K. Kaye TEST BANK: Chapter 1 True/False 1. The New York Sun was the first daily newspaper created for the mass audience and the first example of the “penny press.” True 2. As a point-to-point delivery system, radio telegraphy worked similarly to the telegraph but without the wires. True 3. Television is an asynchronous medium. False 4. Radio is a synchronous medium. True 5. Broadcast networks remain dominant today because of the paradigm shift caused by the Internet. False 6. The First Amendment to the Constitution prevents regulation of the mass media. False 7. The self-righting principle assumes that truth will win out over untruth in a free and responsible society. True 8. The Egyptians invented the first alphabet. True 9. Digitization transforms digital signals into analog signals. False 10. When considering mass media, display refers to carrying information to receivers; distribution refers to transmission. False 11. Generating revenue from media content is called monetizing. True 12. Digital broadcasting allows stations to offer multiple channels in their allotted frequency. True 13. Convergence refers to the blurring of boundaries between different types of electronic communication. True 14. Localism is increasingly irrelevant to broadcast radio stations. False 15. Moore’s Law of technological change is rooted in the concept of diminishing returns. False Multiple Choice 16. Which of these forms of communication was used 40,000 years ago? A. carrier pigeons B. communication pennants C. pictograms D. none of the above 17. Whose model of communication is known as “the Mathematical Model”? A. Shannon and Weaver B. Schramm and Osgood C. Schramm D. both B and C 18. The New York Sun was: A. founded by Benjamin Day B. the first of the penny press newspapers C. both A and B D. none of the above 19. Which is considered the nation’s first mass medium? A. radio B. newspapers C. books D. telegraph 20. What do you call messages that are received almost instantaneously after transmission? A. immediated B. nonmediated C. asynchronous D. synchronous 21. Which of the following is an example of synchronous communication? A. radio B. newspapers C. Web sites D. telephone 22. Which of the following is an example of asynchronous communication? A. instant messaging B. telephone C. email D. none of these; all are synchronous 23. Which kind of an effect is it when the mass media cause us to take action? A. cognitive B. emotional C. physical D. behavioral 24. Which kind of an effect is it when we learn from the mass media? A. cognitive B. emotional C. physical D. behavioral 25. When your mood changes after watching a television program, you are experiencing what type of media effect? A. cognitive B. emotional C. physical D. behavioral 26. “Big data” refers to: A. demographic data contained in samples larger than 1 million people. B. audience data collected by the traditional big three networks. C. data sets so large that traditional data processing procedures are inadequate. D. none of the above 27. The concept of accelerating change is most closely associated with which of the following? A. IBOC B. digital wisdom C. UGC D. Moore’s Law 28. Which agency mandated that all television stations broadcast a digital signal in 2009? A. Federal Communications Commission B. National Association of Broadcasters C. Federal Broadcasting Agency D. IBOC Standards and Enforcement Agency 29. Expanding a company’s business into areas that are at different points on the same production/distribution path is called A. convergent integration. B. horizontal integration. C. vertical integration. D. monetizing. 30. What does IBOC stand for? A. International Bureau of Commerce B. Independent Board of Commissioners C. in band, on channel D. International Bureau of Communication 31. What is probably the most revolutionary innovation since the printing press? A. digitization of mediated content B. convergence C. consolidation D. monetizing the marketplace of ideas 32. Audience selection of programs now is less by linear listing and more by A. random access. B. recommendations. C. stacking. D. both A and B 33. Which of the following are primary characteristics that differentiate media from one another? A. audience, time, and distance B. display/distribution and storage C. both A and B D. none of the above 34. Media literacy includes A. the ability to access, analyze, evaluate, and create media. B. understanding the meaning of media content. C. understanding the power, the intent, and the influence of the media. D. all of the above 35. Which of the following statements is true? A. The FCC treats subscription-based media differently than broadcast media. B. The Internet has full First Amendment protection. C. The fairness doctrine is no longer in place. D. all of the above Medoff + Kaye 3e tb ch 01.doc © 2017 Taylor & Francis Page 1 of 4