Question 1

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

Accepted Answer

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. C

Question 2

Social learning theory helps us understand communication technology because it:

Accepted Answer

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. D

Question 3

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

Accepted Answer

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. A

Question 4

Social information processing theory assumes that:

Accepted Answer

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.

Question 5

The Principle of Relative Constancy refers to:

Accepted Answer

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.

Question 6

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

Accepted Answer

A)  Innovators 
B)  Early adopters 
C)  Early majority 
D)  All of the above

Question 7

In technology adoption, "critical mass" refers to:

Accepted Answer

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.

Question 8

Diffusion theory helps explain:

Accepted Answer

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

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

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...

Question 11

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...

Exam 3: Understanding Communication Technology