mcch20 - Chapter Twenty: Mass Media and Technology 1....

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Chapter Twenty: Mass Media and Technology 1. Viewed in historical terms, the telephone can be identified as: a. a personal medium b. a mass medium c. an information medium d. *all of the above 2. What technological change was vital to the early growth of telephone use? a. the invention of wire b. the invention of plastic c. *the invention of the mechanical switch d. none of the above 3. Which of the following has an encoding capability? a. *the voice b. the eyes c. the ears d. all of the above e. none of the above 4. Decoding capabilities perform what function? a. message formation b. message transmission c. *message interpretation d. none of the above 5. According to Winner, technology consists of: a. pieces of apparatus b. methods of training c. techniques of operation 6. The function of technology is to: a. *transform the environment b. replace human labour c. reproduce social structure d. none of the above 7. According to O’Sullivan and colleagues, mass communication is defined in terms of: a. *an unknown audience b. an international audience c. an audience consisting of ordinary people, but not the elites d. all of the above e. none of the above 8. Mass media communications include: a. magazines b. movies c. phone calls e. b & c
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9. The different contexts that audience members bring to their interactions with the mass media are known as: a. an apparatus of understanding b. backgrounds of interpretation c. *encoding envelopes d. none of the above 10. The main impact of the Internet and the World Wide Web has been to: a. undo the foundations of centralized mass communication b. challenge the control of corporate-financed communication institutions c. challenge state regulation of mass communication d. *all of the above 11. Earlier (pre-Internet) definitions of mass communication were effectively about: a. the social identities of audience members b. *the mass distribution of centrally-produced information and entertainment products c. the relationship the between the state and private sector media 12. In view of recent technological changes, the definition of mass communication should include: a. decentralized production of and access to information and entertainment b. centralized production of and access to information and entertainment c. decentralized, media-based point-to-point interaction on a mass scale d. *all of the above 13. Which instances of centralized mass communication are excluded from the textbook redefinition of mass communication? a. *architecture b. corporate documents such as memos c. conversations between strangers e. none of the above 14. Canada was the first nation in the world to: a. introduce public television b. *launch a non-military communications satellite c. develop state-funded radio broadcasting d. all of the above 15. When was printing invented? a. at the end of the 12th century
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This note was uploaded on 12/16/2010 for the course SOC 101 taught by Professor Barrym during the Fall '09 term at Waterloo.

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mcch20 - Chapter Twenty: Mass Media and Technology 1....

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