Test Bank for Media Culture, 13e by Richard Campbell,

Test Bank for Media & Culture, 13e by Richard Campbell, Christopher Martin, Bettina Fabos, Ron Becker (All Chapters Download link at the end of this File)

Chapter 1

• According to the textbook, mass media are industries that produce and distribute cultural products to a large

number of people.

• True
• False

ANSWER: a

• According to the textbook, as cultural forms, the media products we consume help us make sense of our daily

life and articulate our values.

• True
• False

ANSWER: a

• The written era was the first period in communication history.
• True
• False

ANSWER: b

• The manuscript, or written, culture that existed between 1000 BCE and the mid-fifteenth century primarily

served rich and powerful institutions.

• True
• False

ANSWER: a

• No media existed prior to the coming of the electronic era in the nineteenth century.
• True
• False

ANSWER: b

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

ANSWER: b

• Modern printing emerged with wood-carved blocks developed in China around 1045.
• True
• False

ANSWER: b

• / 4

• Gutenberg’s invention of movable type allowed the book to become one of the first mass-marketed

communication products in history.

• True
• False

ANSWER: a

• The printing press fostered the rise of tribal communities.
• True
• False

ANSWER: b

• One consequence of the printing press was that people came to rely less on their local community and

religious, political, and business leaders for information and guidance.

• True
• False

ANSWER: a

• The computer was the first electronic medium.
• True
• False

ANSWER: b

• The telegraph and newspapers transformed information into a commodity.
• True
• False

ANSWER: a

• According to the textbook, the term “convergence” has been used in two interconnected ways.
• True
• False

ANSWER: a

• The media technologies we use and the media products we consume now sort us into narrow niches or

subcultures.

• True
• False

ANSWER: a

• The three roles each of us plays in relationship to media are consumer, producer, and critic.
• True
• False

ANSWER: b

• The three roles we play in relationship to media always complement one another.
• True 2 / 4

• False

ANSWER: b

• In the linear model of mass communication, gatekeepers are the authors, producers, and organizations that

create the message.

• True
• False

ANSWER: b

• In the linear model of mass communication, the senders of messages often have little control over how their

messages will be received.

• True
• False

ANSWER: a

• The meaning of a message can be affected by a recipient’s gender, age, educational level, ethnicity, and

occupation.

• True
• False

ANSWER: a

• Media portrayals of people, communities, events, and institutions reflect but do not shape existing attitudes.
• True
• False

ANSWER: b

• Media representations of people and institutions have political consequences.
• True
• False

ANSWER: a

• Expertise and progress are both values of the modern period.
• True
• False

ANSWER: a

• High culture is the same as popular culture.
• True
• False

ANSWER: b

• Rationalism is a postmodern cultural value.
• True
• False

ANSWER: b

• / 4

• Populism is characterized by an unquestioning faith in science and deference to experts.
• True
• False

ANSWER: b

• Postmodern media creators have blurred the distinctions between high and low culture.
• True
• False

ANSWER: a

• In the postmodern era, hierarchies no longer tell us which media products we should and shouldn’t

consume.

• True
• False

ANSWER: b

• Which statement BEST describes media literacy?
• a common but sometimes simplistic way of thinking that sees technology as an independent force

that appears out of nowhere and changes everything

• the features or capabilities of a technology that help establish how we use it
• the process of becoming critical consumers of media products and reflective users of media

technologies by understanding how media construct meaning

• the creation and use of symbol systems that convey information and meaning

ANSWER: c

• What are the industries that produce and distribute cultural products to large numbers of people called?
• modern technologies
• oral traditions
• illuminated manuscripts
• mass media

ANSWER: d

• What is the name for the process of designing cultural messages and stories and delivering them to

increasingly large and diverse audiences through mass media channels?

• convergence
• digital communication
• mass communication
• masspersonal communication

ANSWER: c

• According to the textbook, the mass media have passed through which five eras of communication history?
• oral, pen, press, telegraph, computer
• speech, manuscript, book, electronic, information
• face-to-face, local, regional, national, global
• oral, written, print, electronic, digital
• / 4