Question 1

Scholars term McLuhan's work "media ecology" because

Accepted Answer

McLuhan's concept of "media ecology" considers media as environments that surround us and affect our experiences, much like natural ecosystems do, hence the term "ecology."

Question 2

McLuhan felt that _________ is a "corporate image" that relies on society for its status and sustenance.

Accepted Answer

McLuhan believed that money acts as a "corporate image," meaning it represents a collective agreement or belief in its value and utility, relying on societal consensus for its status and sustenance.

Question 3

"The medium is the message" suggests that

Accepted Answer

"The medium is the message" is a phrase coined by Marshall McLuhan, meaning that the form of a medium embeds itself in the message, creating a symbiotic relationship by which the medium influences how the message is perceived.

Question 4

Which of the following is a hot medium, according to McLuhan?

Accepted Answer

According to McLuhan, a hot medium is one that extends a single sense in high definition and requires less audience participation. Radio is considered a hot medium because it provides a lot of information and requires less interaction from the listener.

Question 5

The main distinguishing factor between hot and cool media is the

Accepted Answer

The main distinguishing factor between hot and cool media, according to Marshall McLuhan's theory, is the level of involvement required of the audience member. Hot media are high-definition communications that demand less sensory involvement from the audience, whereas cool media are low-definition and require more active participation in filling in details.

Question 6

The beginning of the industrial revolution characterizes which era in media history?

Accepted Answer

The industrial revolution marks the beginning of the print era in media history, characterized by the mass production of printed materials, thanks to inventions like the printing press.

Question 7

To illustrate the hot and cool media, McLuhan analyzed

Accepted Answer

McLuhan analyzed the Kennedy-Nixon presidential debate to illustrate the concept of hot and cool media, highlighting how television (cool medium) and radio (hot medium) affected audience perceptions differently.

Question 8

McLuhan claimed that the content of a message is what gets our attention, and that the effect of the medium is largely

Accepted Answer

McLuhan argued that the medium itself has a significant, often subconscious, impact on how the message is perceived and understood.

Question 9

When Neil Postman states that we have become a technopoly, he is stating that

Accepted Answer

Postman's concept of a technopoly refers to a society where technology and technological processes dominate all aspects of life, influencing not just our thinking but our values, culture, and institutions.

Question 10

Joshua Meyrowitz contends that

Accepted Answer

Joshua Meyrowitz argues that media technologies, especially television, have blurred the lines between public and private spheres, making what was once private more accessible to the public.

Question 11

Which approach to knowing characterizes the research undertaken using Media Ecology Theory (MET)?

Accepted Answer

The answer of Which approach to knowing characterizes the research...

Question 12

Media Ecology Theory, as proposed by McLuhan, has been criticized as being

Accepted Answer

Media Ecology Theory, as proposed by McLuhan, has been criticized for being overly optimistic about the impacts of media on society, often overlooking potential negative consequences.

Question 13

All of the following are assumptions of Media Ecology Theory EXCEPT

Accepted Answer

Media Ecology Theory primarily focuses on how media and communication processes affect human perception, understanding, feeling, and value; it does not inherently assume that media cause more problems than they solve. This statement is not a core assumption of the theory, which is more concerned with the roles and impacts of media in societal dynamics rather than evaluating the net positive or negative effects of media.

Question 14

Which communication traditions are most closely associated with MET?

Accepted Answer

MET, or the Media Ecology Theory, is most closely associated with socio-cultural and critical traditions. This theory examines how media and communication processes affect human perception, understanding, feeling, and value; and how our interaction with media facilitates or impedes our chances of survival. The socio-cultural tradition focuses on how social and cultural contexts influence communication, aligning with MET's emphasis on the impact of media on society and culture. The critical tradition critiques media practices and their effects on power and inequality, which aligns with MET's interest in the consequences of media environments.

Question 15

In the electronic era, which sense is dominant?

Accepted Answer

The answer of In the electronic era, which sense is...

Question 16

The law of media that states media will - when pushed to their limit - produce or become something is called

Accepted Answer

The law referred to is the law of reversal, which is one of Marshall McLuhan's four laws of media. It states that when a medium is pushed to its limits, it can reverse into something else.

Question 17

McLuhan based much of his thinking on Aristotle's works.

Accepted Answer

Marshall McLuhan's theories, particularly those on media and communication, were more influenced by modern thinkers and his own observations of media's effects on society, rather than directly based on Aristotle's works.

Question 18

According to Innis, those in power get more power because of technology.

Accepted Answer

Innis argued that technology amplifies the power of those already in control, as they can use it to further entrench their dominance, particularly through control over communication and information dissemination.

Question 19

McLuhan felt that the media was broad enough to include money.

Accepted Answer

Marshall McLuhan, a pioneering figure in media theory, argued that technologies and forms of communication extend beyond what we traditionally consider as media. He included money in his broad definition of media, considering it a technology that extends our ability to exchange goods and services, thus influencing societal structures and individual behaviors.

Question 20

The prominent sense organ used during the print era, according to McLuhan, was hearing.

Accepted Answer

According to McLuhan, the prominent sense organ used during the print era was the eye, as reading print requires visual engagement.

Quiz 26: Media Ecology Theory