, 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
2. No media existed prior to the coming of the electronic era in the nineteenth
century.
A) True
B) False
3. Gutenberg played an active role in the transition from oral to written culture.
A) True
B) False
4. The manuscript culture that existed between 1000 B.C.E. and the mid-fifteenth
century primarily served the ruling classes.
A) True
B) False
5. With the coming of the printing press, the printed newspaper became the first
mass-marketed product in history.
A) True
B) False
6. Gutenberg's invention of movable type allowed the book to become the first
mass-marketed communication product in history.
A) True
B) False
7. The printing press fostered the rise of tribal communities.
A) True
B) False
8. The computer was the first electronic medium.
A) True
B) False
9. The telegraph and newspapers transformed news into a salable commodity.
Page 1
,A) True
B) False
10. In the linear model of mass communication, gatekeepers are the authors,
producers, and organizations that create the message.
A) True
B) False
11. The senders of messages often have little control over how their messages will be
received.
A) True
B) False
12. The meaning of a message can be affected by a recipient's gender, age, education
level, ethnicity, and occupation.
A) True
B) False
13. Mass media audiences generally seek out messages that correspond to their
cultural beliefs and values.
A) True
B) False
14. Media marketers refer to network programs that are repurposed for cable as
“cross-platform” programs.
A) True
B) False
15. Google is the most profitable company of the digital age so far.
A) True
B) False
16. The way we consume media today, like watching a TV show on our own
schedule rather than when it airs, favors shared experiences over individual
interests.
A) True
B) False
Page 2
, 17. The classical view of art is that it should aim to instruct and uplift.
A) True
B) False
18. According to the textbook, the high-low model of culture limits the way we look
at and discuss culture today.
A) True
B) False
19. Most forms of culture demonstrate multiple tendencies; for example, a film could
be both conventional and innovative.
A) True
B) False
20. Lassie went off the air because children got tired of seeing the same plot every
week.
A) True
B) False
21. A high-low vertical hierarchy is a more multidimensional way of looking at
culture than viewing culture as a map.
A) True
B) False
22. James Joyce's Finnegans Wake challenges readers to decode its complex
narrative.
A) True
B) False
23. Efficiency and individualism are both values of the modern period.
A) True
B) False
24. Modern artists such as Aldous Huxley (Brave New World) and Charlie Chaplin
(Modern Times) predicted a future in which technology would lead to less
oppression and more individual freedom.
A) True
B) False
Page 3
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