Question 1

A danger of the entertainment function of mass communication is that entertainment can __________.

Accepted Answer

A)  transmit specific sets of values 
B)  raise artistic and cultural tastes 
C)  perpetuate certain stereotypes 
D)  encourage civic participation

Question 2

When we talk on a phone, instant message, or write back and forth in a chat room, we are __________.

Accepted Answer

A)  participating in economic convergence 
B)  using a communication medium 
C)  engaging in mass broadcasting 
D)  enhancing our understanding of convergence

Question 3

In addition to reaching local television audiences, superstations also transmit content via satellite to__________.

Accepted Answer

A)  Internet radio subscribers 
B)  national television audiences 
C)  international media conglomerates 
D)  streaming video services

Question 4

What makes it easier for smaller media companies and even individuals to mass distribute their media products?

Accepted Answer

A)  Costs of traditional marketing and distribution have come way down. 
B)  Production costs have decreased, leaving more money for marketing and distribution. 
C)  New avenues for marketing and distribution have opened up on the Internet. 
D)  New avenues for marketing and distribution have opened up through tablets and phones.

Question 5

Creative Commons has created a range of contracts for content creators that help ensure creative works remain free in the public domain. These are based on the concept of __________.

Accepted Answer

A)  proprietary information 
B)  fair use 
C)  copyright 
D)  copyleft

Question 6

Cultural convergence says that media companies will continue to produce messages for large audiences, but according to this view, audiences will more frequently receive what?

Accepted Answer

A)  More competition, which will keep the cost of mass media products down 
B)  Personalized messages tailored to the needs of the individual 
C)  Mass messages tailored to the needs of the nation instead of the individual 
D)  Mass media messages tailored to a global audience

Question 7

What statement best describes the audience in the traditional mass communication model?

Accepted Answer

A)  Audience members are active contributors of content. 
B)  The audience consists of many diverse groups. 
C)  The audience is large, heterogeneous, and anonymous. 
D)  Audience members have many means to communicate with each other.

Question 8

Synchronous media __________.

Accepted Answer

A)  require using a personal computer to act as editor, publisher, and writer 
B)  require Internet archives to support research projects 
C)  are the programs used to move media from your computer to your tablet or smartphone 
D)  require the audience to be assembled simultaneously with the broadcast, transmission, or event

Question 9

How have advertisers responded to peoples' use of digital video recorders to fast-forward through commercials?

Accepted Answer

A)  They have completely stopped advertising on television. 
B)  They have appealed to the government for new laws. 
C)  They have created limited copyright technologies to curb copying. 
D)  They have increasingly used product placements in television shows.

Question 10

What improvements needed to be made to the telephone before it could be more widely adopted?

Accepted Answer

A)  The number of voices carried on a single wire had to be increased; a government department had to be created to assign phone numbers. 
B)  The number of voices carried on a single wire had to be increased; the handset had to be made more comfortable. 
C)  Sound needed to be made easier to hear; the number of voices carried on a single wire had to be increased. 
D)  Sound needed to be made easier to hear; viewers had to be able to see the number of the person calling on the phone itself.

Question 11

Briefly discuss the pros and cons of audiences and the public becoming more active in media production.

Accepted Answer

The answer of Briefly discuss the pros and cons of...

Question 12

Describe the relationship between interpersonal communication and traditional mass-communication models, providing examples of the interplay between mediated interpersonal communication and mass communication.

Accepted Answer

The answer of Describe the relationship between interpersonal communication and...

Question 13

What is one impact of social media on our privacy?

Accepted Answer

A)  Companies now have a harder time monitoring our behavior. 
B)  Companies now carefully protect consumer privacy with social media. 
C)  Maintaining privacy in the form of alone time is harder than it was before social media existed. 
D)  There is no impact; people just change their settings to make their social media more private.

Question 14

Who invented the Western world's first mechanical printing press?

Accepted Answer

A)  Antonio Gramsci 
B)  Alexander Graham Bell 
C)  Joseph Pulitzer 
D)  Johannes Gutenberg

Question 15

Which is an example of technological convergence?

Accepted Answer

A)  A newspaper reporter also writes an article for a company's website. 
B)  Two media companies merge to form a larger company. 
C)  A U.S.-produced TV show becomes popular in Russia. 
D)  Old telegraph wires are converted to new phone lines.

Question 16

A(n) __________ is an economic structure in which a few very large, very powerful, and very rich owners control an industry or collection of related industries.

Accepted Answer

A)  oligarchy 
B)  monopoly 
C)  oligopoly 
D)  monarchy

Question 17

The main functions of mass communication are cultural transmission, correlation, __________, and __________.

Accepted Answer

A)  surveillance; digitalization 
B)  digitalization; socialization 
C)  surveillance; entertainment 
D)  entertainment; socialization

Question 18

A reason for the many initial incompatibilities in the telephone system was that __________.

Accepted Answer

A)  private enterprise developed the telephone systems 
B)  poor-quality materials were used to produce phones 
C)  inexperienced workers installed phone lines 
D)  government regulations burdened private companies

Question 19

A hyperlink is __________.

Accepted Answer

A)  a clickable pointer to other online content 
B)  a software code that enables one computer to communicate with another 
C)  a device that connects directly to laptops 
D)  an online group of people with similar interests

Question 20

Which of the screens in our multiscreen world is the most used?

Accepted Answer

A)  Smartphone 
B)  Laptop 
C)  Television 
D)  Movie

Exam 1: Mass Communication and Its Digital Transformation