Test Bank for Media and Culture An Introduction to Mass Communication 12th Edition
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Course
Science
Institution
University Of Toronto (U Of T
)
Test Bank for Media and Culture An Introduction to Mass Communication 12th Edition
Multiple Choice
1. According to the textbook, the mass media are industries that produce and distribute cultural products to large
numbers of people.
a. True
b. False
ANSWER: a
2. No media existed prior to the...
test bank for media and culture an introduction to mass communicatitest bank for media and culture an introduction to mass communication 12th editiontest bank for media and culture an introduction to
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Test Bank for Media and Culture An Introduction to
Mass Communication 12th Edition by Campbell
Page 1
,Multiple Choice
1. According to the textbook, the mass media are industries that produce and distribute cultural products to large
numbers of people.
a. True
b. False
ANSWER: a
2. No media existed prior to the coming of the electronic era in the nineteenth century.
a. True
b. False
ANSWER: b
3. Gutenberg played an active role in the transition from oral to written culture.
a. True
b. False
ANSWER: b
4. The manuscript culture that existed between 1000 BCE and the mid-fifteenth century primarily served the
ruling classes.
a. True
b. False
ANSWER: a
5. With the coming of the printing press, the printed newspaper became the first mass-marketed product in
history.
a. True
b. False
ANSWER: b
6. Gutenberg's invention of movable type allowed the book to become the first mass-marketed communication
product in history.
a. True
b. False
ANSWER: a
7. The printing press fostered the rise of tribal communities.
a. True
b. False
ANSWER: b
8. The computer was the first electronic medium.
a. True
Page 2
, b. False
ANSWER: b
9. The telegraph and newspapers transformed news into a salable commodity.
a. True
b. False
ANSWER: a
10. In the linear model of mass communication, gatekeepers are the authors, producers, and organizations that
create the message.
a. True
b. False
ANSWER: b
11. The senders of messages often have little control over how their messages will be received.
a. True
b. False
ANSWER: a
12. The meaning of a message can be affected by a recipient's gender, age, educational level, ethnicity, and
occupation.
a. True
b. False
ANSWER: a
13. Mass media audiences generally seek out messages that correspond to their cultural beliefs and values.
a. True
b. False
ANSWER: a
14. Google is the most profitable company of the digital age so far.
a. True
b. False
ANSWER: a
15. Although the way we consume media today focuses on individual interests on mobile devices, a positive
result of the digital age is that family and friends gather to binge-watch programs on weekends or during
holidays.
a. True
b. False
ANSWER: a
16. The classical view of art is that it should aim to instruct and uplift.
Page 3
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