Question 1

Diffusion theory helps explain:
A) The effects of communication technologies on society
B) How communication technologies spread through a social system over time
C) The price paid by consumers for technologies
D) The content of communication messages

Accepted Answer

Diffusion theory primarily focuses on how innovations, including communication technologies, spread through a social system over time. It examines the process by which an idea, practice, or product gains momentum and spreads through a specific population or social system.

Question 2

Social information processing theory assumes that:
A) People evaluate technologies using objective criteria.
B) The content of technologies is more important than the technology.
C) Different societies evaluate technologies in a similar fashion.
D) Evaluation of communication technologies is subjective, with the salience of attributes determined by subjective evaluations of others.

Accepted Answer

Social Information Processing Theory suggests that individuals form impressions and make evaluations based on the information available to them, which often includes subjective evaluations from others. This means that the way communication technologies are evaluated is subjective and influenced by social factors, rather than being purely objective or based solely on the content or functionality of the technology itself.

Question 3

According to diffusion theory, the first adopters of a technology are:
A) Innovators
B) Early adopters
C) Early majority
D) All of the above

Accepted Answer

Innovators are the first adopters of a technology according to diffusion theory. They are willing to take risks and are the smallest group among the categories of adopters.

Question 4

The product lifecycle curve of a technology is different from the diffusion curve because:
A) It includes the price of a technology.
B) It includes retail factors affecting adoption of a technology.
C) It includes the decline of a technology.
D) It includes an image of the technology.

Accepted Answer

The product lifecycle curve of a technology includes the decline phase, which is a key difference from the diffusion curve. The diffusion curve primarily focuses on the adoption and spread of a technology among potential users over time, without specifically addressing the decline or phasing out of the technology.

Question 5

In technology adoption, "critical mass" refers to:
A) Applying the laws of physics to the technology.
B) The manner in which the adoption of others affects adoption of a technology.
C) The total amount of energy consumed in making and using the technology.
D) The negative impact of competing technologies.

Accepted Answer

Critical mass in technology adoption refers to the point at which enough individuals or organizations have adopted an innovation so that the innovation's further adoption becomes self-sustaining in the population.

Question 6

Social learning theory helps us understand communication technology because it:
A) Illustrates how technology is taught in schools and universities.
B) Integrates regulation into models of communication technology.
C) Explains all of the effects that technologies have upon children.
D) Helps explain how we learn from observing the actions of others and the resulting impact.

Accepted Answer

Social learning theory, proposed by Albert Bandura, emphasizes learning through observation and imitation of others' behaviors. This theory is applicable to understanding communication technology as it can explain how individuals learn to use and interact with technology by observing others, including the adoption of new technologies, online behaviors, and the impact of these behaviors on oneself and others. It does not necessarily cover how technology is taught in educational institutions (A), integrate regulation into models of communication technology (B), or explain all effects of technologies on children (C).

Question 7

Which of the following illustrates the theory of the "long tail?"
A) The vast increase in the number of media messages and channels that have very small audiences.
B) The vast decrease in the number of media organizations.
C) The manner in which mainstream organizations are influenced by small, start-up media organizations.
D) The observation that the proportion of disposable income spent on media has remained relatively constant over time.

Accepted Answer

The "long tail" theory, proposed by Chris Anderson, suggests that our economy and culture are increasingly shifting away from a focus on a relatively small number of "hits" (mainstream products and markets) at the head of the demand curve and moving toward a huge number of niches in the tail. Choice A, which mentions the increase in the number of media messages and channels with very small audiences, directly reflects this concept by illustrating how digital technology has enabled a vast array of niche markets to emerge, each catering to specific interests.

Question 8

The Principle of Relative Constancy refers to:
A) The importance of grammar in promoting communication technologies.
B) The observation that the proportion of disposable income spent on media has remained relatively constant over time.
C) The observation that the amount of time spent on media has remained relatively constant over time.
D) The observation that the number of channels of communication has remained relatively constant over time.

Accepted Answer

The Principle of Relative Constancy refers to the observation that the proportion of disposable income spent on media has remained relatively constant over time, despite the introduction of new media forms and technologies.

Question 9

Explain why the theory of diffusion of innovations is considered by many to be the most useful theory to explain the adoption of new communication technologies.

Accepted Answer

The answer of Explain why the theory of diffusion of...

Question 10

Choose one theory based in psychology and another based in economics. Compare and contrast the manner in which these theories help us to understand new communication technologies.

Accepted Answer

The answer of Choose one theory based in psychology and...

Question 11

Discuss the theory of communication technologies that you find to be most useful. Explain the theory and the reasons for its utility.

Accepted Answer

The answer of Discuss the theory of communication technologies that...

Quiz 3: Understanding Communication Technology

Diffusion theory helps explain:

Social information processing theory assumes that:

According to diffusion theory, the first adopters of a technology are:

The product lifecycle curve of a technology is different from the diffusion curve because:

In technology adoption, "critical mass" refers to:

Social learning theory helps us understand communication technology because it:

Which of the following illustrates the theory of the "long tail?"

The Principle of Relative Constancy refers to:

Explain why the theory of diffusion of innovations is considered by many to be the most useful theory to explain the adoption of new communication technologies.

Choose one theory based in psychology and another based in economics. Compare and contrast the manner in which these theories help us to understand new communication technologies.

Discuss the theory of communication technologies that you find to be most useful. Explain the theory and the reasons for its utility.