Communications Question

Question 1How did Google become the most valuable media company in the world?
a) By providing online, rich media advertising.
b) From little text ads that were created as an afterthought.
c) By buying large, profitable technology companies.
d) Google is not the most valuable media company in the world.
Question 2
The Google story teaches us that:
a) It is just as important to study individual companies and industries as to study technologies.
b) Success in technology is often due as much to luck as to good planning.
c) No one can predict whether a new technology will succeed or fail.
d) Simplicity matters.
e) All of the above.
Question 3
What innovation enabled advertisers to add rich media to their banner ads?
a) Dial-up modems
b) Broadband Internet access
c) Google AdWords
d) Search engine optimization
e) The Communication Technology Ecosystem
Question 4
_________ is the physical equipment related to the technology.
a) Hardware
b) Software
c) Content
Question 5
_________ is the instructions or algorithms that make a technology work.
a) Content
b) Software
c) Hardware
Question 6
_________ is the messages communicated through the technology system.
a) Software
b) none of the above
c) Content
d) Hardware
Question 7
The earliest print technology can be traced to:
a) Ancient Chinese civilizations
b) Gutenberg’s movable type press
c) Publick Occurrences, the first newspaper in the U.S.
d) The invention of automated, steam presses in the 1800s
Question 8
Magazine popularity was impacted strongly by:
a) The introduction of the Internet at the turn of the century
b) The move by advertisers to television in the middle of the 20th century
c) Prohibitions on mail distribution of magazines
d) The high cost of paper in 1992
Question 9
Early adopters of telephones were:
Doctors, who used them to communicate with patients
Families, who used them to communicate over distances
Schools, which used them to stay in touch with parents
Hotels, which used them to replace human messengers
Question 10
For the 20 years after television became available, box office revenues declined. Why did box
office revenues pick up from the 1970s through the end of the century?
a) Popularity of movies with audiences
b) Increased ticket prices
c) Addition of 3D movie screens
d) Revenue from videocassettes
Question 11
The Internet…
a) Is the most heavily regulated new technology
b) Began to decline in popularity (after rapid growth) because of tablet computers
c) Was an outgrowth of a U.S. Department of Defense project
d) Is used more hours per day by teenagers than by any other age group
Question 12
The primary function that spurred the introduction and growth of desktop computers in
businesses in the 1980s was:
a) Internet access
b) E-mail
c) Accounting
d) Word processing
Question 13
Regarding “intellectual property rights,” if you download a song, what do you actually own?
The recording of the song
The actual song
The intellectual property
The performance
Question 14
Diffusion theory helps explain:
a) The effects of communication technologies on society
b) How communication technologies spread through a social system over time
c) The price paid by consumers for technologies
d) The content of communication messages
Question 15
Social information processing theory assumes that:
a) People evaluate technologies using objective criteria.
b) The content of technologies is more important than the technology.
c) Different societies evaluate technologies in a similar fashion.
d) Evaluation of communication technologies is subjective, with the salience of attributes determined by
subjective evaluations of others.
Question 16
The product lifecycle curve of a technology is different from the diffusion curve because:
a) It includes the price of a technology.
b) It includes retail factors affecting adoption of a technology.
c) It includes the decline of a technology.
d) It includes an image of the technology.
Question 17
In technology adoption, “critical mass” refers to:
a) Applying the laws of physics to the technology
b) The small segment of the population that adopt a technology and influence others to do so as well
c) The total amount of energy consumed in making and using the technology
d) The negative impact of competing technologies
Question 18
Social learning theory helps us understand communication technology because it
a) illustrates how technology is taught in schools and universities
b) integrates regulation into models of communication technology
c) explains all of the effects that technologies have upon children
d) helps explain how we learn from observing the actions of others and the resulting impact
Question 19
Which of the following illustrates the theory of the “long tail?”
a) The vast increase in the number of media messages and channels that have very small audiences
b) The vast decrease in the number of media organizations
c) The manner in which mainstream organizations are influenced by small, start-up media organizations
d) The observation that the proportion of disposable income spent on media has remained relatively
constant over time
Question 20
AT&T’s 1982 divestiture plan:
a) was forced by the International Telecommunication Union to keep AT&T from dominating world
markets
b) was forced by Judge Greene to protect the telephone directory business
c) was created by AT&T to separate the monopoly local telephone business from the competitive longdistance and manufacturing businesses
d) was forced by the Department of Justice to reduce the price of long-distance service
Question 21
The “Principle of Relative Constancy” teaches us that
a) the price of technology is relatively stable over time.
b) new media technologies must capture revenue and market share from the competition.
c) there is always money available to be spent on new media.
d) the regulation of communication technologies is relatively stable over time.
Question 22
In his TED Talk, Chuck Nice’s main point was:
a) technology is scary.
b) social media trolls are bad spellers.
c) driverless cars threaten to eliminate the DMV.
d) technology offers both promise and unintended consequences, and humans must ensure that we use it
appropriately.
Question 23
Dan Gillmor noted that the big game changer in media history was the Internet and the ability
for consumers to morph into creators and collaborators. So what scares Gillmor the most?
a) That Hollywood or the government would take back control of the media and put it into just a few
hands.
b) That manufacturing and distribution of media are out of control.
c) That Hollywood or the government would take back control of the media and put it into just a few
hands.
d) That people have too much control of the media landscape.
Question 24
Which came first?
a) Instagram
b) Twitter
c) Friendster
d) Facebook
Question 25
What did Justin Timberlake buy for $35 million in 2011?
a) Facebook
b) MySpace
c) Twitter
d) Instagram