Deck 10: Mediated Communication

Question 1

Rogers (2003)identified five qualities that influence the rate and likelihood of an innovation being adopted.The first is ______.

A)relative advantage
B)compatibility
C)trialability
D)observability

Answer 1

A

Question 2

Dusty is six credits away from completing his bachelor's degree in an online program.In his current online class,he is the one who starts the majority of threads on the discussion boards.Also,other students frequently send him e-mails asking his opinion about the best way to complete assignments.Dusty has the network role of a ______.

A)gatekeeper
B)bridge
C)liaison
D)star

Answer 2

D

Question 3

Devon doesn't enjoy watching Survivor,but she watches every week with her roommate because it has become a ritual for the two of them as they unwind and get ready for their weekend.Devon is watching to fulfill what gratification?

A)information
B)justification
C)personal identification
D)social interaction

Answer 3

D

Question 4

Leroy has taught for over 35 years.His least favorite part of pre-planning for the new school year is attending technology training.It drives him crazy that every year he is told a new way to enter and keep track of his grades.He really gets annoyed with the new faculty members because he feels they are indicating he can't do his job.Leroy is a(n)______.

A)innovator
B)early adopter
C)early majority
D)laggard

Question 5

According to Media Richness Theory,people should make media choices that minimize ______.

A)ambiguity
B)gatekeeping
C)motivation
D)viewer cynicism

Question 6

The premise of this theory is that the newest technology is not always best;we need to match the message with the medium best suited to present the message.

A)media richness theory
B)social network analysis
C)uses and gratifications
D)diffusion of innovations

Question 7

The more ______ the message,the more ______ the medium should be.

A)ambiguous;rich
B)ambiguous;lean
C)detailed;rich
D)detailed;lean

Question 8

A(n)______ is a highly dense network embedded within a larger network.

A)isolate
B)hub
C)semantic network
D)meme

Question 9

Suzen knows Landry from work.Landry keeps to himself and always has the newest gadget,which he tells Suzen about.Suzen will often get the gadget herself,and she is the one who convinces the majority of the people in the organization to also make the purchase.Landry is a(n)______.

A)innovator
B)early adopter
C)early majority
D)laggard

Question 10

Media richness theory suggests that deciding upon the best way to send a message is complicated by an increase in ______.

A)access to 24/7 news
B)communication channels
C)internet usage
D)symbolic convergence

Question 11

Nia has heard about Google Glass,eyewear that allows you to use the internet without others seeing it,but she has never actually seen anyone using it.She isn't even sure if it is officially on the market yet.Nia is concerned with ______.

A)compatibility
B)complexity
C)observability
D)trialability

Question 12

A ______ is a node that controls the flow of information between one part of a network and another.

A)gatekeeper
B)bridge
C)liaison
D)star

Question 13

Howard is lonely and shy.He and his wife divorced a few months ago.As soon as Howard comes home at night,he turns on the TV for companionship.According to Katz and Blumler,Howard uses the media for ______.

A)agenda setting
B)cultivation effects
C)information
D)social interaction

Question 14

Regina gets the Sunday newspaper every week.She particularly enjoys reading the Dear Abby and other advice columns;she likes to compare her opinions with those of the relationship "experts." Regina uses this medium for ______.

A)information
B)justification
C)personal identity
D)social interaction

Question 15

This stage of the innovation process involves a lot of frustration and uncertainty as the adopter has to figure out how this innovation works.

A)persuasion
B)decision
C)implementation
D)confirmation

Question 16

The idea that if a sufficient number of people adopt the innovation,additional adoption of the innovation becomes self-sustaining,assuring future growth is known as ______.

A)late adopters
B)early majority
C)reciprocal interdependence
D)critical mass

Question 17

Stu would like to purchase a smart fridge--new technology that alerts you when you are low on staple foods in your refrigerator.He is hesitant,however,because he doesn't know how useful it would be.He wishes he could use one for a little bit to see if it would be useful.Stu is concerned with ______.

A)compatibility
B)complexity
C)observability
D)trialability

Question 18

Replacement discontinuance and disenchantment rejection occur in which stage of the innovation process?

A)persuasion
B)decision
C)implementation
D)confirmation

Question 19

This media theory contrasts the others in one major way;it suggests the viewers have control and will attend to the media for their own purposes.

A)media richness theory
B)social network analysis
C)uses and gratifications
D)diffusion of innovations

Question 20

Suzen knows Landry from work.Landry keeps to himself and always has the newest gadget,which he tells Suzen about.Suzen will often get the gadget herself,and she is the one who convinces the majority of the people in the organization to also make the purchase.Suzen is a(n)______.

A)innovator
B)early adopter
C)early majority
D)late majority

Question 21

Andy is a member of more than one group.It may be said that Andy's role is that of which of the following?

A)bridge
B)star
C)gatekeeper
D)hub

Question 22

The newest technology should always be used if possible,according to Media Richness Theory.

Question 23

Video conferencing is a richer medium than e-mail because it has greater information-carrying capacity than e-mail.

Question 24

The smallest category of people who adopt innovations is the laggards.

Question 25

People in the early majority category are not role models for adopting innovations,however they ensure whether an innovation will reach critical mass.

Question 26

Explain the function of a gatekeeper.

Question 27

"Digital technologies that allow people to connect,interact,produce and share content" is the definition of which of the following?

A)memes
B)reinvention
C)relative advantage
D)social media

Question 28

Ambiguous messages should be sent with more lean mediums.

Question 29

Explain,using three qualities,why some innovations are adopted and others are not.

Question 30

Explain density as a network property.

Question 31

Networks that particularly focus on the content of communications are called ______.

A)transient
B)symmetrical
C)semantic
D)isolated

Question 32

A star has connections with two or more groups that would otherwise not be linked.

Question 33

According to media richness theory,why is face-to-face communication considered the richest medium? In your response,make sure to define "media richness" and address the four characteristics of rich media.

Question 34

Network members are called nodes because the networks aren't always individuals.

Question 35

Multiplexity refers to the extent to which two network members are linked together by more than one relationship or type of communication.

Question 36

According to UGT,people use media to fulfill certain needs.

Question 37

Reciprocal interdependence refers to the notion that if a sufficient number of people adopt the innovation,the innovation becomes self-sufficient,ensuring future growth.

Question 38

Identify and explain the four reasons,according to Uses and Gratifications Theory,that people attend to the media.