Intro to Mass Comm - Chapter 1

Plato wanted to banish poets from ancient Greece because he thought they would

Undermine oral storytelling

According to the text, a vertical model of culture is an elitist model that often arranges cultural processes in a hierarchy that is not very democratic.

True

In the linear model of mass communication in the lecture, gatekeepers are the deciders of what gets out to the public after the people, agencies, and organizations that create the message.

True

According to the textbook, the mass media have passed through the following five historical stages:

Oral, written, print, electronic, digital

Which of the following does the book associate with postmodern culture?

The Matrix

Gutenberg played an active role in the transition from oral to written culture.

False

Media marketers refer to network programs that are repurposed for cable as "cross platform" programs.

False

The computer was the first electronic medium.

False

The mass media today, in particular specialized magazines and personalized television programs, have unified the nation and given people something in common to share.

False

With the coming of the printing press, the printed newspaper became the first mass-marketed product in history.

False

The linear communication model from lecture can be criticized on the grounds that

It suggests an active, unified sender and a passive receiver

According to the textbook, the mass media are cultural industries that help articulate and distribute a society's values.

True

According to the true definition of media, no media existed prior to the telegraph's harnessing of electricity in the nineteenth century.

False

What is the meaning of the term media convergence?

The technological merging of content on different mass media, such as songs being available on cell phones.
The consolidation of various media holdings�such as cable connections, phone services, television transmissions, and Internet access�under one corp

The meaning of a message can be affected by the receiver's gender, age, education level, ethnicity, and occupation.

True

The classical view of art is that it should aim to instruct and uplift.

True

Which of the following is not considered a consequence of the printing press?

An increased sense of community and mutual cooperation

Elvis Presley was photographed only from the waist up in his third appearance on the Ed Sullivan Show because

Some critics considered his hip movements lascivious

The textbook describes three stages in the emergence of a media innovation. Which of the following is not one of them?

Consumer stage

Postmodern culture questions the value of scientific reasoning and rational thought for solving society's problems.

True

The telegraph and newspapers transformed news into a salable commodity

True

Television shows such as The Simpsons can be called postmodern because they blur genres.

True

The manuscript culture that existed between 1000 B.C. and the mid-fifteenth century primarily served the ruling classes.

True

Which of the following is not a value the textbook associates with "postmodern culture"?

Increased faith in science due to technological and scientific advances

From the textbook, which of the following statements does not represent part of the traditional mass culture critique aimed against popular culture?

Popular culture undermines the elite and offers some potential for a multicultural democracy

In the interpretation stage of the critical process, an answer must be found to which of the following questions?

So what?

The textbook contends that bipolar terms such as liberal and conservative or high culture and low culture no longer accurately describe reality.

True

Which of the following pre-20th-century media developments best foreshadowed our digital communication age?

The telegraph

For the first time in mass media history, the speed of communication surpassed the speed of transportation with the development of

The telegraph

Mass media audiences generally seek out messages that correspond to their beliefs and values.

True