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

Chapter 01: Multiple Choice 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 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.