Deck 2: Mass Media Technology

Question 1

Philo Farnsworth,a pioneer in television technology,called his early invention a/an

A) image dissector.
B) electronic newspaper.
C) moving picture tube.
D) wireless imager.
E) picture detector.

Answer 1

A

Question 2

Which of the following is not a part of the "tetrad of media effects"?

A) Enhance
B) Obsolete
C) Invent
D) Reverse
E) Retrieve

Answer 2

C

Question 3

Who transmitted the first wireless message?

A) Morse
B) Gutenberg
C) Farnsworth
D) Marconi
E) Bell

Answer 3

D

Question 4

What was the name of the first human-made satellite?

A) Apollo 11
B) Skylab
C) Sputnik
D) Spacelab
E) Bolshevik

Question 5

Which was the first media technology?

A) Digital
B) Interpersonal
C) Electronic
D) Chemical
E) Printing

Question 6

What made mass production of the written word possible?

A) Word processors
B) Printing
C) Movable metal type
D) Keyboards
E) Carved wooden blocks

Question 7

Mathew Brady used which media technology to record the U.S.Civil War?

A) Movable type
B) Sound recordings
C) Line drawings
D) Movies
E) Photography

Question 8

Which of the following is not a question in the Lasswell model?

A) Who says what?
B) To whom?
C) With what effect?
D) At what time?
E) In which channel?

Question 9

Which technology is capable of carrying 60 000 messages simultaneously?

A) Landlines
B) Copper wires
C) Fibre-optic cables
D) Radio waves
E) Television waves

Question 10

Which technology allowed the mass production of images in books,magazines,and newspapers?

A) Glossy paper
B) Line drawings
C) Movable metal type
D) Fulltone
E) Halftone

Question 11

Which company introduced the first smart phone?

A) Sony
B) Rogers
C) Telus
D) Apple
E) Research in Motion

Question 12

What is one result of the relatively low cost of internet production and delivery?

A) The disappearance of print media
B) Lower-quality television broadcasting
C) Less original content
D) Greater control by fewer corporations
E) The democratization of mass communication

Question 13

Which of the following is not a media technology?

A) Printing
B) Chemical
C) Electronic
D) Digital
E) Nano

Question 14

In Lasswell's model,a channel refers to

A) the sender.
B) the receiver.
C) the technology.
D) the message.
E) the effect.

Question 15

What do members of the virtual world Second Life call themselves?

A) Residents
B) Virtualists
C) Geeks
D) Real-lifers
E) Second-class citizens

Question 16

What effect did binary signals have on the telephone network?

A) They had no effect on the telephone network.
B) They were necessary for the development of the smart phone.
C) Landlines were no longer necessary.
D) More calls could be carried on the same line.
E) More lines could carry fewer calls.

Question 17

Which term is used to describe the digitization revolution?

A) Demassification
B) Digital takeover
C) Media convergence
D) Media divergence
E) Binary blitz

Question 18

One defining characteristic of mass communication is its reliance on

A) technology.
B) sports.
C) news.
D) gossip.
E) celebrities.

Question 19

Who first saw the potential of the internet?

A) The U.S. military
B) The National Science Foundation
C) Google
D) Research in Motion
E) The Russian Navy

Question 20

Who developed the "tetrad of media effects"?

A) Jobs
B) Lasswell
C) Brady
D) Gutenberg
E) McLuhan

Question 21

The internet has created entirely new categories of media companies.

Question 22

In web communication,the message goes from

A) the sender to the receiver.
B) the sender to many receivers.
C) many senders to the receiver.
D) many senders to many receivers.
E) many senders to a no receivers.

Question 23

In linear communication,the message goes from

A) the sender to the receiver.
B) the sender to many receivers.
C) many senders to the receiver.
D) many senders to many receivers.
E) many senders to no receivers.

Question 24

Which of the following is an example of an icon of Canada?

A) A map of Canada
B) A maple leaf
C) A beaver
D) Hockey
E) Maple syrup

Question 25

The technology for the internet is

A) decentralized.
B) centralized.
C) regulated.
D) linear.
E) massified.

Question 26

The word lemon might also make you think of a car that does not work well.This is an example of

A) index.
B) icon.
C) signifier.
D) denotation.
E) connotation.

Question 27

Photography and movies have relied on chemical technology throughout most of their history.

Question 28

Someone is drunk while watching a hockey game,and the next day cannot remember who scored the last goal.This is an example of

A) channel noise.
B) semantic noise.
C) a psychological filter.
D) an informational filter.
E) a physical filter.

Question 29

The semiotic school of thought looks at

A) the creation of meaning in communication.
B) the effect of filters in understanding.
C) the methods of message transmission.
D) the role of gatekeepers and regulators.
E) the effect of digital and wireless technologies

Question 30

Someone is watching a French movie,but that person does not understand French very well.This is an example of

A) channel noise.
B) semantic noise.
C) a psychological filter.
D) an informational filter.
E) a physical filter.

Question 31

A Canadian media regulator is the

A) CTV.
B) RCMP.
C) CFRC.
D) CRTC.
E) CBC.

Question 32

Traditional mass media have all adapted to digital technology.

Question 33

Apple's iPhone was the first smart phone.

Question 34

What is the role of gatekeepers?

A) Decide what is sent to stations and networks
B) Produce the content of the media
C) Amplify the message
D) Choose the medium to transmit the message
E) Remove noise from the message

Question 35

Denotation is the same as de Saussure's idea of

A) the signified.
B) the signifier.
C) connotation.
D) index.
E) icon.

Question 36

Steve Jobs is the founder of which company?

A) Disney ABC
B) Apple Computer
C) Research in Motion
D) Dell
E) Warner Communications

Question 37

What is at the centre of the concentric circle model?

A) Audiences
B) Technology
C) Regulators
D) Communicators
E) Gatekeepers

Question 38

When mass communicators themselves interfere with the success of their own messages by being sloppy,this is called

A) background noise.
B) semantic noise.
C) channel noise.
D) environmental noise.
E) messy noise.

Question 39

The newest distinctive medium built on digital technology is the internet.

Question 40

The word lemon might make you think of a bitter yellow fruit.This is an example of

A) index.
B) icon.
C) signifier.
D) denotation.
E) connotation.

Question 41

The American Skylab was the first human-made satellite.

Question 42

The iPhone and other smart phones are the first examples of wireless communication.

Question 43

The tetrad of media effects model focuses on the meaning that users make of the message.

Question 44

Photography began as a digital process for creating and recording a visual message.

Question 45

There are five parts to McLuhan's tetrad of media effects model.

Question 46

The halftone was the technology that could mass-produce images in books,newspapers,and magazines.

Question 47

The first version of the internet was called ARPAnet.

Question 48

The melding of print,electronic,and photographic media into digitized form is called media convergence.

Question 49

The introduction of electricity into mass communication occurred with the telegraph.

Question 50

Satellite and fibre-optic technologies in the late 1900s improved the speed and reliability of delivering mass messages.

Question 51

Sound recording began as an electronic medium.

Question 52

Mass media is built on two primary technologies-analog and digital.

Question 53

The earliest movies were viewed by looking into a box.

Question 54

Many feel that Marconi is the father of telegraphy,while a Canadian,Reginald Aubrey Fessenden,is the father of radio.

Question 55

Cable television became more popular when it abandoned landlines and adopted an over-the-air broadcast signal.

Question 56

Philo Farnsworth called his invention an image projector.

Question 57

Because it involved print media,Gutenberg's invention had almost no social impact.

Question 58

Like movies,the earliest televisions used chemical rather than electronic screens.

Question 59

Printing was invented by Johannes Gutenberg in the mid-1440s.

Question 60

The Russian navy saw potential in digitized communication for a non-centralized network.

Question 61

Corning Glass developed __________________ capable of carrying light at incredible speeds.

Question 62

The issues or events that take place in Second Life have no impact on the real world.

Question 63

The U.S.military developed a system of linked computers called _________________.

Question 64

Mass production of the written word was made possible by the invention of ?_________________.

Question 65

? Marshall McLuhan believed that we should ask questions about the impact of any new technology.His model is called the_________________.

Question 66

Static on the radio or smudged ink in a newspaper are examples of semantic noise.

Question 67

A picture of a maple leaf is an icon of Canada.

Question 68

The technology that could mass-produce images in books,newspapers,and magazines is called the _________________.

Question 69

The models of mass communication presented in this text are very good at explaining the complexities of media systems.

Question 70

The first sound recording machine was the _________________,which was invented by Thomas Edison in 1877.

Question 71

A digitization revolution,called __________________ ,is in progress.

Question 72

One defining characteristic of mass communication is its reliance on _________________.

Question 73

Denotation is the same as de Saussure's idea of the signified.

Question 74

More than 50 years ago the Russians orbited__________________,the first human-made satellite.

Question 75

New media devices,such as BlackBerrys and Kindles,can only be used to consume media content.

Question 76

A weakness of the Lasswell model is that it is not applicable to mass communication.

Question 77

Philo Farnsworth,while out plowing the field,came up with a concept that led to his invention of the _________________.

Question 78

The relatively low cost of internet production and delivery has resulted in the democratization of mass communication.

Question 79

Gatekeepers are media people who make judgments on what is sent to networks,stations,and website operators.

Question 80

In the concentric circle model,the effects are at the centre.