Test Bank for Media and Culture An Introduction to
Mass Communication 12th Edition by Campbell
Page 1
,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 2
, 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
15. Although the way we consume media today focuses on individual interests on mobile devices, a positive
result of the digital age is that family and friends gather to binge-watch programs on weekends or during
holidays.
a. True
b. False
ANSWER: a
16. The classical view of art is that it should aim to instruct and uplift.
Page 3
Mass Communication 12th Edition by Campbell
Page 1
,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 2
, 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
15. Although the way we consume media today focuses on individual interests on mobile devices, a positive
result of the digital age is that family and friends gather to binge-watch programs on weekends or during
holidays.
a. True
b. False
ANSWER: a
16. The classical view of art is that it should aim to instruct and uplift.
Page 3
