
Ch1: The changing media
Ch2: Media and society
Ch13:Media uses & effects
Sexual symbols
Exam 1—Chapters 1, 2 & 13
1. Feedback plays a bigger role in interactive systems than it does in the conventional SMCR model of mass
communication—true
2. Consider a moviegoer viewing 8 Mile. In this communications setting, who (or what) is the “S” on the SMCR
communications model? The film studio
3. Talking to a friend with IM would be asynchronous communication—false
Interpersonal communication—like a telephone, or text messaging, or IM
4. Digital communication uses continuously varying signals corresponding to the light or sounds originated by the
source.- false
5. Blogs are an example of the audience-generated nature of new media—true
6. New media have less personalization than old media—false
7. Wilbur Schramm’s SMCR model can be best applied to mass communication.
8. Narrowcasting means targeting content toward smaller and smaller audiences.
9. Which of the following is characteristic of analog signals? Continuous signal
10. Technological convergence is based on the fact that the same basic technologies can be used to transmit all
forms of communication—true
Convergence—the integration of mass media, computers, & telecommunications
11. On average, people spend as much time watching TV and listening to radio as they would devote to a full-time
job—true
2,600 hours watching TV/listening to radio; 800 hours using other media
12. An answering machine is an example of asynchronous interpersonal communication
13. Information workers make up about half of the US workforce.
14. What are the implications of the knowledge gap hypothesis for digital divide issues? The information-poor will
never catch up to the information-rich.
15. What is an example of “time shifting”? watching a program record on a TiVo
16. Compared to other innovations, why did VCRs diffuse so rapidly into American homes? They were compatible
with existing TV and films
17. In Hollywood, the computer movement started with the special effects in Star Wars.
18. The beginning of the Industrial Society associated with the printing press.
19. Early adopters precede innovations along the timeline of the diffusion curve, according to Rogers’ diffusion of
innovations theory—false
20. Diffusion of innovations theory focuses more on the lives of technologies or ideas, than on human behaviors—
true
21. Economies of scale work when first copy costs are spread over many subsequent copies—true
22. A monopoly is when a few firms dominate—false
Monopoly—1 company
23. One of the concepts stressed by critical theorists is the idea of “hegemony.” What do they mean by this? The
media teach the ideology of the ruling classes.
Hegemony—an underlying consensus of ideology that serves the dominant groups in society
24. In what sense do the sources to which you are exposed in your communication mosaic interact? each affects
your interpretation of info from the others
25. Memory is one dimension of the mosaic model—true
26. Times in an important dimension in the communication mosaic interact? you and the mosaic are both
constantly changing
27. What does “barriers to entry” mean? The high costs of establishing or acquiring media firms
28. A usage fee is when you pay each time you use the media, depending on how much you use—true
29. PBS is entirely subsidized by federal taxes—false
30. Why do large media firms produce commodities in large volumes? To pursue economies of scale