Mass Comm Test 1

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What is the digital divide?
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the gap between people who have access to the media and those who dont
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the primary mass medium that evolved in early agricultural societies
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hand copied books
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After direct broadcast satellite operations started going digital, cable did the same (t/f)
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true
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What proportion of internet users visited the internet for political purposes during the 2008 election?
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3/4
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which society depended on the spoken word to transmit ideas among themselves and between generations?
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pre agricultural society
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the process of converting an analog to a digital signal is called
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digitizing
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_____ is the term describing the integration of mass media computers and telecommunication
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convergence
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social media include all of the following except
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email
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digitial comm uses continuously varying signals corresponding to the light or sounds originated by the source (t/f)
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false
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on average, how many hours a week do children ages 2-5 spend watching television?
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32
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blogs are an example of the enhanced gatekeeper nature of new media (t/f)
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false
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your textbook associates the beginning of industrial society with
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the printing press
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What is the key to multimedia combining text, image, and sound in two way communication channels
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digitization
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you send an email to a friend.. according to the SMCR model what role does your computer fulfill?
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encoder
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what point marks the transition to an information society
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when information work starts to dominate the work force
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the typical american consumer spends more than ___ hours a day with the media
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9
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typical digital transmissions are composed solely of
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1s and 0s
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new media have more personalization then old media (t/f)
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true
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feminist scholars typically look at all the following except
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the oppression of the working class by the ruling class
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agenda setters ___ media coverage, and gatekeepers _____ media coverage
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influence, control
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the main functions of media are: surveillance, entertainment, _____ and _____
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socialization, interpretation
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copyright royalty fees are paid to media creators for the use of their works (t/f)
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true
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framing theory is concerned with what is left out of a story but not with what is in the story (t/f)
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false
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in modernism, reason is the source of progress and science
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true
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narrowcasting has supplanted which of the following strategies:
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broadcasting to programming with the largest possible appeal
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Marshall McLuhan’s Statement that \”the medium is the message\”
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a technological deterministic perspective
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Hegemony can be described as the minority ideology governing society (t/f)
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false
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media creators rarely receive copyright royalty fees for the use of their works (t/f)
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false
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Economies of scale work when first copy costs are spread over many subsequent copies (t/f)
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true
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According to the diffusion of innovations theory, the adoption of new technologies:
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follows a predictable sequence of stages
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Analog is a continuously variable representation selected from a continuous range (t/f)
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true
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one reason digital is so pervasive in communication technology is that computers are good at digital (t/f)
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true
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your exposure to one medium tends to be influenced by others (t/f)
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true
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who or what is most responsible for the kinds of info to which you are exposed
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you
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complete ideas are always or almost always based on incomplete info (t/f)
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true
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an \”uncertainty analogy\” is
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the most interesting property of a model bc it leads to new predictions that can be tested
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a major advantage for digital media is the ability to make perfect copies (t/f)
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true
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the digital media we typically watch and listen to involve all of the following except
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perfect reproduction of the original
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Becker and Roberts consider mass communication as a ____, and from the point of view of the _____
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system, receiver
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There are 4 worlds of information, which is the subset of everything you have perceived?
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3rd
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you must have complete info to have a complete idea about something (t/f)
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false
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which of the following is not true of models
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tend to draw ones attention to specific instances
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positive analogies are the most interesting properties of models because scientists are concerned primarily with those aspects of the models that they know are like the phenomena being studied (t/f)
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false
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Once you have constructed a meaning for something, it would be highly unusual for you to change it (t/f)
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true
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If one accepts the variability of the mosaic model of communication, which of the following best describes the role in the communication process of people who read newspapers watch tv and listen to the radio?
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participants
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Because the mass media are so pervasive, human beings have little influence over the information they absorb (t/f)
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false
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a major advantage for analog media is the ability to make perfect copies (t/f)
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false
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Human perception is analog and therefor a digital message requires conversion before we can perceive it (t/f)
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true
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Becker and Roberts consider the following to be the most important part of the mass media
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the receiver of the message
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the first world is the world in your head (t/f)
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false
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which of the following is the most valid description of a communication model
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an abstract description of the communication process
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In assessing scientific models we are primarily concerned with simplicity (t/f)
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false
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time is an important dimension in the communication mosaic because
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you and the mosaic are constantly changing
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memory is one dimension of the mosaic model (t/f)
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true
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What do we mean when we say that meaning are not in words or pictures, that meanings are in people?
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individuals do not receive meanings, they construct them
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In assessing scientific models, we are primarily concerned with utility (t/f)
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true
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What do scholars who accept the mosaic conception of communication mean by \”cumulative meanings\”
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a person’s meaning for almost anything keeps developing as he or she encounters new bits of information
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the third dimension of the communication mosaic is
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time or memory
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sesame street is a good example of a show that provides
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informal learning
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according to the multistep flow model,as election day approaches, undecided voters are likely to be swayed by friends they consider politically savvy rather than by advertising (t/f)
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true
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what is the implication of the knowledge gap hypothesis for digital divide issues
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the information-poor will never catch up to the information rich
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which of the following is not true regarding males who have been exposed to explicit pornography
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they are more likely to feel confident about flirting with women
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all of the following are devices that emit electromagnetic radiation that some people say poses a health threat except:
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flashlights
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according to the cultivation theory, _____ exposure to violent messages increases the likelihood that people ____ crime
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frequent, overstimate
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Antisocial behavior is contrary to prevailing norms for social conduct (t/f)
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true
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the internet paradox addressed the conflicting finding that increased use of the internet as a social media correlated with reduced social involvement (t/f)
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true
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Stereotypes are harmful when they become rationalizations for treating others unfairly (t/f)
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true
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Which of the following statements is not true about information campaigns
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they rarely use public service announcements during late night tv
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you want to see how many actors of various ethnicities appear in the primetime television programming. what would be the most effective method to answer this
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content analysis
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most people who play games on social media are addicted and in danger of having their lives destroyed (t/f)
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false
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the idea that people have a tendency to avoid media messages that conflict with their own values is known as selective exposure (t/f)
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true
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Which theory would predict that a real life couple watching a tv couple kiss is more likely to kiss themselves
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priming
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the social learning theory posits that mass media merely reflect behaviors found in their audiences but mass media cannot induce behavioral changes (t/f)
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false
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focus groups are a research technique that captures people \”in their own words\” through guided group interactions (t/f)
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true
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stereotyping is the formation of ____ about a group of people based on _____
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generalizations, limited information
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Albert banduras bobo doll research illustrates ______ and its results support _____
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experimental research, social learning theory
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the internet paradox addressed the finding that increased use of the internet as a social media correlated with increased social involvement (t/f)
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false
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_____ focuses on the match between the benefits we seek and those we actually obtain from media
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uses and gratifications theory
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Information technology is stripping away ___ from the hierarchy of corporations
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middle management
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the inductive approach to research starts with a theory and then predicts behaviors while the deductive approach observes behaviors and then develops a theory (t/f)
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false
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most magazines have put their content online because they think this would help their newsstand sales (t/f)
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true
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corporation of the book publishing industry has resulted in
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a push for bestsellers other other titles
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who rediscovered movable type in the 15th century
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Gutenberg
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All of the following books have been the target of censorship attempts in the us since 2000 except
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On The Road
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Reader’s Digest does not have the highest circulation of any magazine (t/f)
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true
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The latest trends show that ______ magazines have declined while _______ have grown in number and diversity
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general interest, special interest
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magazines make their money from:
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subscriptions, advertising, and single copy sales
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About how many magazines are there today
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20,700
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Which retailer bypasses distributors and selects which magazines it will carry
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Wal Mart
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Harriet Beecher Stowe’s novel \”Uncle Tom’s Cabin\” is considered influential because
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it inspired popular opposition to slavery, influencing national culture and politics
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The Da Vinci Code is an example of a professional book (t/f)
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false
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Magazines such as Newsweek and Sports illustrated are not trade magazines (t/f)
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true
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Though some critics are concerned that Google’s archiving of books may represent a monopoly on information others advocate that it will allow access to books no longer promoted but still in print known as:
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backlisted
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all of the following were magazine trends during the civil war except:
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Stonecuts were used to make illustrations
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Which US magazine has the largest circulation
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AARP
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All of the following accurately describes the main trends in book publishing except
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large companies are abandoning selling orphaned books
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Desktop publishing has shrunk the entire writing and printing process to a size that fits an ordinary desktop (t/f)
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true
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The Da vinci code is an example of a trade book (t/f)
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true
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Dime novels were known as Penny Dreadfuls in America (t/f)
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false
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content analysis is a form of qualitative research (t/f)
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false
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experimental research is useful for making generalizations about a population of people based on their answers to systematic questioning (t/f)
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false
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Restraints of media content tend to encourage symbolic representation (t/f)
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true
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We can usually better understand what we read hear or see if we do not have expectations of what it is going to be (t/f)
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false
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Technological convergence is based on the fact that the same basic technologies can be used to transmit all forms of communication (t/f)
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true
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Ethnographic research requires collecting info from personal observation or interviews (t/f)
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true
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A monopoly is when a few firms dominate (t/f)
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false
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Blogs are examples of the audience generated nature of new media (t/f)
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true
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PBS is entirely subsidized by federal taxes (t/f)
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false
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early adopters precede the innovators along the timeline of the diffusion curve according to Roger’s diffusion of innovations theory (t/f)
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false
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Diffusion of Innovations theory focuses more of the lives of technologies or ideas, than on human behaviors (t/f)
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true
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Talking to a friend with IM would be asynchronous communication (t/f)
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false
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which of the following is an example of time shifting?
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Watching a program recorded on a Tivo
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An answering machine is an example of
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asynchronous interpersonal communication
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Which of the following symbols would not typically be interpreted as representing male sexuality
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island or oasis
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feedback plays a bigger role in interactive systems than it does in the conventional SMCR model of mass comm (t/f)
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true
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Information \”vordres\” make up about ____ of the US workforce
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half
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the most influential explanation of the nature and meaning of dreams was written by:
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Sigmund Freud
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In Hollywood the computer movement started with the special effects in:
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Star Wars
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Which of the following is a characteristic of analog signals
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continuous signal
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what is hegemony
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the media teach the ideology of the ruling classes
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Which of the following symbols would not be typically interpreted as representing sexual intercourse
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playing a guitar
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compared to other innovations why did VCRs diffuse so rapidly into american homes?
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they were compatible with existing television and films

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