Overview
Chapter 11
The Medium Diversifies the Message: How Media Portray Diversity
Multiple Choice Questions
1. Which age immediately preceded the age of the printing press?
a. age of orality
b. age of the alphabet
c. age of electronics
d. age of writing
ANS: B
REF: p. 316
2. The pictograph is an early example of which of the following?
a. writing
b. an alphabet
c. electric media
d. orality
ANS: A
REF: p. 316
3. Which Canadian historian distinguished space-oriented media from time-oriented media?
a. Harold Innis
b. Marshall McLuhan
c. Linda McQuaig
d. George Grant
ANS: A
REF: p. 318
4. The idea of a medium as an “extension” refers to the extending of which of the following?
a. human consciousness
b. the global village
c. a human body part
d. a human culture
ANS: C
REF: p. 318
5. What is the lingua franca (dominant language) of the internet?
a. Chinese
b. French
c. English
d. Spanish
ANS: C
REF: p. 331
6. The publication of the vernacular emerged with the invention of which of the following?
a. printing press
b. television
c. Internet
d. telegraph
ANS: A
REF: p. 320
7. Which invention inaugurated the electronic stage of media?
a. radio
b. telegraph
c. telephone
d. phonograph
ANS: B
REF: p. 320
8. The rise of the global village coincided with the rise of which of the following?
a. the vernacular
b. nationalism
c. tribalism
d. democracy
ANS: C
REF: p. 321
9. Which practice contradicts the assumption that reporters think freely and independently of each other?
a. pack journalism
b. media think
c. the culture industry
d. television imperialism
ANS: A
REF: p. 327
10. What assumption about the media does Adorno’s concept of a culture industry make?
a. They are democratically controlled.
b. They are disinterested in profit.
c. They are interested in educating the masses.
d. They are bent on creating an artificial reality of news
ANS: D
REF: p. 328
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