Test Bank for Media and Culture An Introduction to Mass Communication 12th Edition

Multiple Choice 1. According to the textbook, the mass media are industries that produce and distribute cultural products to large numbers of people. a. True b. False ANSWER: a 2. No media existed prior to the coming of the electronic era in the nineteenth century. a. True b. False ANSWER: b 3. Gutenberg played an active role in the transition from oral to written culture. a. True b. False ANSWER: b 4. The manuscript culture that existed between 1000 BCE and the mid-fifteenth century primarily served the ruling classes. a. True b. False ANSWER: a 5. With the coming of the printing press, the printed newspaper became the first mass-marketed product in history. a. True b. False ANSWER: b 6. Gutenberg's invention of movable type allowed the book to become the first mass-marketed communication product in history. a. True b. False ANSWER: a 7. The printing press fostered the rise of tribal communities. a. True b. False ANSWER: b 8. The computer was the first electronic medium. a. True Page 3 b. False ANSWER: b 9. The telegraph and newspapers transformed news into a salable commodity. a. True b. False ANSWER: a 10. In the linear model of mass communication, gatekeepers are the authors, producers, and organizations that create the message. a. True b. False ANSWER: b 11. The senders of messages often have little control over how their messages will be received. a. True b. False ANSWER: a 12. The meaning of a message can be affected by a recipient's gender, age, educational level, ethnicity, and occupation. a. True b. False ANSWER: a 13. Mass media audiences generally seek out messages that correspond to their cultural beliefs and values. a. True b. False ANSWER: a 14. Google is the most profitable company of the digital age so far. a. True b. False ANSWER: a