Question 1

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

Accepted Answer

This is a commonly accepted theory in media studies known as selective exposure. It suggests that audiences actively seek out media messages that align with their existing beliefs and values, while avoiding messages that contradict their worldview.

Question 2

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

Accepted Answer

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

Question 3

The telegraph and newspapers transformed news into a salable commodity.

Accepted Answer

With the invention of the telegraph, news could be transmitted over long distances quickly, making it possible for newspapers to report on events happening far away. This meant that news became a valuable commodity that could be sold to readers, leading to the growth and profitability of the newspaper industry.

Question 4

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

Accepted Answer

The production and access to manuscripts were limited to the ruling classes in this time period. Common people did not have the resources or education to create or access written materials.

Question 5

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

Accepted Answer

The cultural background, beliefs, and values of a recipient can influence their interpretation of a message, which can vary depending on their gender, age, education level, ethnicity, and occupation. Therefore, these factors can affect the meaning that a recipient assigns to a message.

Question 6

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

Accepted Answer

Gutenberg is known for inventing the printing press in the 15th century, which revolutionized the production of written texts but did not directly involve the transition from oral to written culture, which occurred much earlier.

Question 7

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 such as books, newspapers, paintings, sculptures, and even oral storytelling. The electronic era introduced new forms of media such as radio, television, and the internet.

Question 8

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 has been criticized for being too simplistic and limiting in the way we understand and analyze culture today.

Question 9

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

Accepted Answer

Most forms of culture, including art, music, literature, and film, often consist of a mix of traditional conventions and novel innovations. It is rare for a cultural product to be entirely conventional or entirely innovative.

Question 10

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

Accepted Answer

This statement is false. Lassie went off the air due to declining ratings and increased competition from other shows.

Question 11

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

Accepted Answer

The printed newspaper was not the first mass-marketed product; the printing press initially mass-produced books, such as the Gutenberg Bible, before newspapers became widespread.

Question 12

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 13

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

Accepted Answer

The classical view holds that art should have a moral or didactic purpose and elevate the viewer's mind or spirit.

Question 14

The computer was the first electronic medium.

Accepted Answer

The computer was not the first electronic medium, but rather it evolved from earlier electronic devices such as telegraphs, teleprinters, and calculating machines. The first electronic medium was likely the telegraph system, which was introduced in the mid-19th century.

Question 15

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

Accepted Answer

Google has consistently been one of the most profitable companies in the digital age, with over 100 billion dollars in revenue and over 30 billion dollars in profits in 2019.

Question 16

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

Accepted Answer

The textbook defines mass media as industries that produce and distribute cultural products, such as newspapers, books, music, TV shows, movies, and video games, to large audiences.

Question 17

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 in the 15th century revolutionized the printing industry and allowed for the mass production of books, making them more affordable and accessible to the general population. This led to the book becoming the first mass-marketed communication product in history.

Question 18

Although the way we consume media today focuses on individual interests on mobile devices, a positive result of the digital age is that family and friends gather to binge watch programs on weekends or at holidays.

Accepted Answer

The statement mentions that family and friends gather to binge watch programs, which suggests a social aspect of media consumption in the digital age.

Question 19

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

Accepted Answer

The interpretation and perception of a message is largely dependent on the receiver's personal biases, understanding, and context, which the sender cannot control.

Question 20

The printing press fostered the rise of tribal communities.

Accepted Answer

This statement is false. The printing press actually helped to spread and connect ideas across larger communities and societies, rather than fostering the rise of smaller tribal communities.

Quiz 1: Mass Communication: a Critical Approach