Media History and Culture - Exam 1
with Complete Solutions
• Print
• Visual
• Electronic
• Digital - correct Answer-What are the four media revolutions?
Convergence culture - correct Answer-What is media merging in an ongoing process at
the intersection of: technology, industry, culture, and audience?
Whig history - correct Answer-What is depicting the present as an inevitable or glorious
product of previous eras (present is better than any past time) and example of?
A revolution - correct Answer-What is the term for a sudden change in status
quo/upsets social/economic/cultural order?
Elizabeth Eisenstein - correct Answer-Who said that the printing press is an agent of
social change?
Harold Innis - correct Answer-Who coined the idea of durable and flexible media?
Durable media - correct Answer-What is the term for media that stands the test of time
and does not weather? Example: Religious truths etched in stone
Flexible media - correct Answer-What is the term for media that can easily be
destroyed? Example: Photo, paper
No - correct Answer-Does the decline of print mean the decline of journalism (and the
secular democratic ideals Innis identified)?
Marshall McLuhan - correct Answer-Who said "the medium is the message"?
Marshall McLuhan - correct Answer-Who coined hot and cool media?
Hot media - correct Answer-What is the term for when media immerses an audience?
Example: Film
Cool media - correct Answer-What is the term for when media requires involvement and
thought? Example: Print
, • Enhance
• Make Obsolete
• Retrieve
• Reverse - correct Answer-What are the four characteristics of McLuhan's technology
tetrad?
Fallacy/anachronism - correct Answer-What is the term for misconception about
technology?
Determinism - correct Answer-What is the term for how a technology's own
characteristics determine its success or failure?
Utopian - correct Answer-What is the term for optimism about technology?
Social construction - correct Answer-What is the term for how politics determine a
technology's success/failure?
Luddite - correct Answer-What is the term for pessimism about technology?
Technological determinism - correct Answer-What is the term that says media
technology influences society and shapes behavior?
Wilbur Schramm - correct Answer-Who wrote the story of Human Communication?
No; biases, culture - correct Answer-Can history be objective? Why or why not?
Culture - correct Answer-What is the term for collections of human knowledge, beliefs,
and behaviors that are shared by a group?
The medium is the message - correct Answer-How do media help people understand
who they are (culture) and where they came from (history)?
• Stability
• Traditions - correct Answer-What does durable media indicate about culture?
• Credit system available
• Trade
• Administration available - correct Answer-What does flexible media indicate about
culture?
Social construction of technology - correct Answer-What is the opposing view to "the
medium is the message"?
Technology shapes us (McLuhan) versus we shape technology (opposing) - correct
Answer-What is the point of the media is the message and what does the opposing view
state?
with Complete Solutions
• Visual
• Electronic
• Digital - correct Answer-What are the four media revolutions?
Convergence culture - correct Answer-What is media merging in an ongoing process at
the intersection of: technology, industry, culture, and audience?
Whig history - correct Answer-What is depicting the present as an inevitable or glorious
product of previous eras (present is better than any past time) and example of?
A revolution - correct Answer-What is the term for a sudden change in status
quo/upsets social/economic/cultural order?
Elizabeth Eisenstein - correct Answer-Who said that the printing press is an agent of
social change?
Harold Innis - correct Answer-Who coined the idea of durable and flexible media?
Durable media - correct Answer-What is the term for media that stands the test of time
and does not weather? Example: Religious truths etched in stone
Flexible media - correct Answer-What is the term for media that can easily be
destroyed? Example: Photo, paper
No - correct Answer-Does the decline of print mean the decline of journalism (and the
secular democratic ideals Innis identified)?
Marshall McLuhan - correct Answer-Who said "the medium is the message"?
Marshall McLuhan - correct Answer-Who coined hot and cool media?
Hot media - correct Answer-What is the term for when media immerses an audience?
Example: Film
Cool media - correct Answer-What is the term for when media requires involvement and
thought? Example: Print
, • Enhance
• Make Obsolete
• Retrieve
• Reverse - correct Answer-What are the four characteristics of McLuhan's technology
tetrad?
Fallacy/anachronism - correct Answer-What is the term for misconception about
technology?
Determinism - correct Answer-What is the term for how a technology's own
characteristics determine its success or failure?
Utopian - correct Answer-What is the term for optimism about technology?
Social construction - correct Answer-What is the term for how politics determine a
technology's success/failure?
Luddite - correct Answer-What is the term for pessimism about technology?
Technological determinism - correct Answer-What is the term that says media
technology influences society and shapes behavior?
Wilbur Schramm - correct Answer-Who wrote the story of Human Communication?
No; biases, culture - correct Answer-Can history be objective? Why or why not?
Culture - correct Answer-What is the term for collections of human knowledge, beliefs,
and behaviors that are shared by a group?
The medium is the message - correct Answer-How do media help people understand
who they are (culture) and where they came from (history)?
• Stability
• Traditions - correct Answer-What does durable media indicate about culture?
• Credit system available
• Trade
• Administration available - correct Answer-What does flexible media indicate about
culture?
Social construction of technology - correct Answer-What is the opposing view to "the
medium is the message"?
Technology shapes us (McLuhan) versus we shape technology (opposing) - correct
Answer-What is the point of the media is the message and what does the opposing view
state?
