Question 1

__________ is the process whereby traditional media companies have grown fewer and much larger in the past fifty years through mergers and acquisitions.
A) Convergence
B) Consolidation
C) Correlation
D) Cultural transmission

Accepted Answer

The process described in the question is known as consolidation, where traditional media companies merge and acquire each other to become fewer and much larger. Convergence refers to the merging of multiple forms of media into one platform, correlation refers to a statistical measure of the relationship between variables, and cultural transmission refers to the passing down of cultural values and practices from one generation to the next. Therefore, option B is the best choice.

Question 2

What is one benefit of time shifting?
A) Corporations have more control over copyrighted content.
B) Advertisers find it easier to market to niche audiences.
C) Consumers can record something so it can be watched anytime.
D) Journalists can quickly communicate with readers.

Accepted Answer

Time shifting allows consumers to record TV shows or live events so they can watch them at a time that is more convenient for them, which increases flexibility and convenience.

Question 3

What phenomenon is demonstrated when a show that is produced in the United States (NCIS, for example) becomes wildly popular in another country?
A) Technological convergence
B) Economic convergence
C) Interpersonal convergence
D) Cultural convergence

Accepted Answer

The phenomenon demonstrated in this scenario is cultural convergence, which refers to the cultural exchange and blending of ideas, beliefs, and practices between different cultures. It is evident when a form of culture from one country becomes widely accepted and consumed in another country, indicating a growing similarity between the two cultures.

Question 4

Which is an example of technological convergence?
A) A newspaper reporter also writes an article for a company's website.
B) Two media companies merge to form a larger company.
C) A U.S.-produced TV show becomes popular in Russia.
D) Old telegraph wires are converted to new phone lines.

Accepted Answer

Technological convergence refers to the merging of different technologies, and in this case, the newspaper reporter is using different technologies (print and online) to reach a wider audience.

Question 5

What three elements are needed for convergence?
A) Print media; advocacy; culture
B) Science; entertainment; economics
C) Video files; telecommunications; corporations
D) Computing; telecommunications; media

Accepted Answer

Convergence refers to the merging of different forms of media through digital technology. The three essential elements for convergence are computing, telecommunications, and media. Computing enables the creation and manipulation of digital content, telecommunications facilitates the transmission and distribution of this content, and media refers to different forms of content such as audio, video, and text. Therefore, option D is the correct answer.

Question 6

What is a primary characteristic of interpersonal communication?
A) It is usually interactive or flows at least two ways.
B) It is one-to-many.
C) It tends to be anonymous.
D) It cannot take place through a medium or communication channel.

Accepted Answer

Interpersonal communication is characterized by an exchange of message between two or more people who interact with each other. It is interactive, meaning that it flows at least two ways, and involves both verbal and nonverbal cues. Option B is incorrect because interpersonal communication is usually one-to-one or small group, not one-to-many. Option C is also incorrect since interpersonal communication involves personal interaction and is therefore not anonymous. Finally, option D is incorrect as interpersonal communication can take place through various mediums or channels, including face-to-face conversations, phone calls, video conferencing, social media, etc.

Question 7

The main functions of mass communication are cultural transmission, correlation, __________, and __________.
A) surveillance; digitalization
B) digitalization; socialization
C) surveillance; entertainment
D) entertainment; socialization

Accepted Answer

The correct functions of mass communication are cultural transmission (passing on norms, values, and beliefs of a culture), correlation (the analysis and interpretation of information to make sense of different events), surveillance (watching over and reporting news relevant to the public), and entertainment (providing enjoyment, diversion, and escape from everyday life). The options A and B are incorrect because digitalization is not a function of mass communication itself but rather a transformative factor affecting the way communication is transmitted and received. Socialization is a byproduct of cultural transmission and not an independent function.

Question 8

Born in 1995, Gillian has never known a world without the Internet. She is active on Facebook, Instagram, and Twitter, and she helps her parents become more proficient with various social media platforms. Gillian is a digital __________.
A) immigrant
B) native
C) prodigy
D) professional

Accepted Answer

Gillian is part of the generation that grew up with technology and is therefore considered a digital native.

Question 9

Creative Commons has created a range of contracts for content creators that help ensure creative works remain free in the public domain. These are based on the concept of __________.
A) proprietary information
B) fair use
C) copyright
D) copyleft

Accepted Answer

The concept of copyleft allows content creators to use copyright law to enable the public to distribute and use their creative works freely, with certain conditions. Creative Commons contracts are based on the concept of copyleft.

Question 10

Digitization is __________.
A) the process by which media are made into computer-readable form
B) thin, flexible fibers of glass capable of transmitting light signals
C) technology's shift toward user-generated content
D) the process by which media are decoded from computer-readable form

Accepted Answer

Digitization refers to the process of converting analog information into digital format or computer-readable form. This involves converting physical media such as paper documents, music or video recordings, and images into binary code that can be stored, processed, and transmitted by computers.

Question 11

A hyperlink is __________.
A) a clickable pointer to other online content
B) a software code that enables one computer to communicate with another
C) a device that connects directly to laptops
D) an online group of people with similar interests

Accepted Answer

A hyperlink is a clickable pointer that takes the user to other online content. It is most commonly represented as underlined or colored text or an image/button on a web page.

Question 12

Synchronous media __________.
A) require using a personal computer to act as editor, publisher, and writer
B) require Internet archives to support research projects
C) are the programs used to move media from your computer to your tablet or smartphone
D) require the audience to be assembled simultaneously with the broadcast, transmission, or event

Accepted Answer

Synchronous media refers to media that require the audience to be assembled simultaneously with the broadcast, transmission, or event, such as live television or radio broadcasts, webinars, or video conferences. It does not necessarily require the use of a personal computer or Internet archives, or involve transferring media to different devices.

Question 13

The correlation function of mass communication is important because the media __________.
A) tell audiences exactly what to do and when to do it
B) help individuals understand their roles within society and culture by interpreting events and issues and ascribing meaning to them
C) can keep audiences informed about issues, events, and other developments in society
D) ethically depict a society's dominant cultures and subcultures

Accepted Answer

The correlation function of mass communication involves helping individuals understand their roles within society by interpreting events and issues, thus ascribing meaning to them.

Question 14

A danger of the entertainment function of mass communication is that entertainment can __________.
A) transmit specific sets of values
B) raise artistic and cultural tastes
C) perpetuate certain stereotypes
D) encourage civic participation

Accepted Answer

The entertainment function of mass communication can perpetuate certain stereotypes by portraying certain groups of people in a certain way for entertainment purposes. This can contribute to the reinforcement of negative or inaccurate stereotypes, which can have harmful effects on individuals and society as a whole.

Question 15

The inventor of record for the telephone in 1876 is __________.
A) Benjamin Franklin
B) Thomas Edison
C) Alexander Graham Bell
D) Johannes Gutenberg

Accepted Answer

Alexander Graham Bell is widely recognized as the inventor of the telephone and received the first US patent for it in 1876. Benjamin Franklin, Thomas Edison, and Johannes Gutenberg are all important inventors in their own right, but they did not invent the telephone.

Question 16

Why is viral marketing an efficient way of promoting products?
A) It secretly targets Internet users based on cookies.
B) It involves traditional approaches to advertising.
C) It appeals to people's emotions.
D) It involves people discussing products for free.

Accepted Answer

Viral marketing involves people discussing products for free, which can lead to word-of-mouth advertising and increased brand awareness. It is an efficient way of promoting products because it is low-cost and has the potential to reach a large audience quickly. It also adds credibility to the product as recommendations from friends or family are often trusted more than traditional advertising methods.

Question 17

Citizen journalism is popular in the field today because __________.
A) audiences can provide coverage of local events and news that large news organizations overlook
B) research has shown that citizen journalism is significantly more accurate than traditional journalism
C) political parties rely on the work of citizen journalists to promote certain candidates
D) all forms of user-generated content (including citizen journalism stories) have high artistic value

Accepted Answer

Citizen journalism is popular because it provides an opportunity for regular people to report on and share experiences from their communities that may not be covered by traditional news organizations. This allows for a wider range of perspectives and can help fill gaps in local news coverage. Research has not necessarily shown that citizen journalism is more accurate than traditional journalism, and while political parties may use the work of citizen journalists, that is not the primary reason for its popularity. Additionally, while some user-generated content may have artistic value, that is not necessarily true for all citizen journalism stories.

Question 18

Which of the screens in our multiscreen world is the most used?
A) Smartphone
B) Laptop
C) Television
D) Movie

Accepted Answer

The answer of Which of the screens in our multiscreen...

Question 19

How does product placement in film and television demonstrate the principles of convergence?
A) Viewers participate in the creation of innovative programming.
B) Viewers are exposed to a limited range of viewpoints.
C) Viewers are exposed to only those items that pay the most to the producer.
D) Viewers see a mix of normal programming and advertising content.

Accepted Answer

Product placement in film and television demonstrates the principles of convergence by blending traditional programming with advertising content. This mixing of content is a hallmark of the convergence era, where traditional media forms are merged with new technologies and marketing techniques to create new forms of entertainment. Viewers see a mix of normal programming and advertising content through the use of product placement in film and television.

Question 20

A significant area of convergence is the space produced by the melding of the television and the personal computer. Related to this, how is television different today compared to when it was first developed?
A) Television has a limited range of programming and focuses on narrowcasting.
B) Television is interactive and allows viewers to participate in shows by voting.
C) Television allows viewers to send printed communication messages to their friends.
D) Television can show millions of colors and not just black and white.

Accepted Answer

Television today is interactive, allowing viewers to participate in shows by voting, which was not possible when television was first developed.

Quiz 1: Mass Communication and Its Digital Transformation

__________ is the process whereby traditional media companies have grown fewer and much larger in the past fifty years through mergers and acquisitions.

What is one benefit of time shifting?

What phenomenon is demonstrated when a show that is produced in the United States (NCIS, for example) becomes wildly popular in another country?

Which is an example of technological convergence?

What three elements are needed for convergence?

What is a primary characteristic of interpersonal communication?

The main functions of mass communication are cultural transmission, correlation, , and .

Born in 1995, Gillian has never known a world without the Internet. She is active on Facebook, Instagram, and Twitter, and she helps her parents become more proficient with various social media platforms. Gillian is a digital __________.

Creative Commons has created a range of contracts for content creators that help ensure creative works remain free in the public domain. These are based on the concept of __________.

Digitization is __________.

A hyperlink is __________.

Synchronous media __________.

The correlation function of mass communication is important because the media __________.

A danger of the entertainment function of mass communication is that entertainment can __________.

The inventor of record for the telephone in 1876 is __________.

Why is viral marketing an efficient way of promoting products?

Citizen journalism is popular in the field today because __________.

Which of the screens in our multiscreen world is the most used?

How does product placement in film and television demonstrate the principles of convergence?

A significant area of convergence is the space produced by the melding of the television and the personal computer. Related to this, how is television different today compared to when it was first developed?