Question 1

Gutenberg's invention of movable type allowed the book to become the first mass-marketed communication product in history.

Accepted Answer

Gutenberg's invention of movable type and the printing press revolutionized the production of books, making them more affordable and widely available to the masses. This led to the book becoming the first mass-marketed communication product in history.

Question 2

Mass media audiences generally seek out messages that correspond to their beliefs and values.

Accepted Answer

This phenomenon is known as selective exposure, where individuals prefer information that aligns with their existing beliefs and values, reinforcing their viewpoints.

Question 3

The printing press fostered the rise of tribal communities.

Accepted Answer

The rise of tribal communities was not directly fostered by the printing press. The printing press did facilitate the spread of new ideas, knowledge, and information, which did contribute to the growth of various movements and communities, including nationalist and religious groups. However, the emergence of tribal communities was largely influenced by factors such as cultural and ethnic differences, economic realities, and political struggles.

Question 4

According to the textbook, the high-low model of culture limits the way we look at and discuss culture today.

Accepted Answer

The high-low model of culture oversimplifies and limits our understanding of culture, leading to a narrow view that fails to consider the complexities and diversity within cultures.

Question 5

According to the textbook, the mass media are industries that produce and distribute cultural products to large numbers of people.

Accepted Answer

This is the definition of mass media as stated in the textbook.

Question 6

The computer was the first electronic medium.

Accepted Answer

The first electronic medium was the telegraph in the mid-1800s, while the first computer was invented in the mid-1900s.

Question 7

The telegraph and newspapers transformed news into a salable commodity.

Accepted Answer

The invention of the telegraph made it possible to quickly transmit news over long distances, which led to the creation of a new industry of commercial news agencies. This, along with the growth of newspapers, transformed news into a commodity that could be bought and sold, rather than just shared among acquaintances or circulated through handwritten newsletters.

Question 8

Google is the most profitable company of the digital age so far.

Accepted Answer

Google's parent company, Alphabet, consistently reports high profits and revenue, making it the most profitable company of the digital age so far.

Question 9

In the linear model of mass communication, gatekeepers are the authors, producers, agencies, and organizations that create the message.

Accepted Answer

Gatekeepers in the linear model of mass communication are individuals or entities that control or filter information before it reaches the audience, not the creators of the message.

Question 10

Media marketers refer to network programs that are repurposed for cable as "cross-platform"
programs.

Accepted Answer

This is true, as "cross-platform" refers to media content being used across different platforms or mediums, such as repurposing a network program for cable television.

Question 11

The manuscript culture that existed between 1000 BCE and the mid-fifteenth century primarily served the ruling classes.

Accepted Answer

The manuscript culture during this time was mainly reserved for the ruling classes, as they were the ones who could afford to commission and own manuscripts. The common people did not have access to or were not literate enough to utilize these manuscripts.

Question 12

The senders of messages often have little control over how their messages will be received.

Accepted Answer

The way in which a message is received and interpreted can be influenced by a variety of factors such as the receiver's past experiences, emotions, beliefs, language proficiency, and cultural background. Therefore, the sender may not have full control over how their message is understood by the receiver.

Question 13

No media existed prior to the coming of the electronic era in the nineteenth century.

Accepted Answer

Media has existed in various forms throughout history, including cave drawings, oral storytelling, printed materials such as books and newspapers, and early forms of photography and film. The electronic era did introduce new forms of media such as radio, television, and the internet, but it did not create media as a concept.

Question 14

Gutenberg played an active role in the transition from oral to written culture.

Accepted Answer

The answer of Gutenberg played an active role in the...

Question 15

The meaning of a message can be affected by a recipient's gender, age, education level, ethnicity, and occupation.

Accepted Answer

The meaning of a message can be influenced by various factors, including but not limited to gender, age, education level, ethnicity, and occupation of the recipient. These factors can affect the interpretation, understanding, and response to a message.

Question 16

With the coming of the printing press, the printed newspaper became the first mass-marketed product in history.

Accepted Answer

The answer of With the coming of the printing press,...

Question 17

The classical view of art is that it should aim to instruct and uplift.

Accepted Answer

The classical view of art believed that art should have a moral or ethical purpose, and should aim to teach and enlighten its audience. This view was dominant throughout much of Western art history, from ancient Greece through the Enlightenment period.

Question 18

Most forms of culture demonstrate multiple tendencies; for example, a film could be both conventional and innovative.

Accepted Answer

Most forms of culture are not rigidly one-dimensional and often incorporate multiple elements or tendencies. A film, for instance, may have innovative visuals but utilize conventional storytelling techniques. Therefore, it is possible for a film or any form of culture to exhibit both conventional and innovative tendencies simultaneously.

Question 19

Lassie went off the air because children got tired of seeing the same plot every week.

Accepted Answer

Lassie actually went off the air due to declining ratings and changing television markets, not necessarily because children got tired of the same plot every week.

Question 20

The way we consume media today, like watching a TV show on our own schedule rather than when it airs on television, favors shared experiences over individual interests.

Accepted Answer

The current media consumption trend, such as streaming services, allows individuals to watch content at their convenience, catering more to individual interests rather than shared experiences.

Quiz 1: Mass Communication: a Critical Approach