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Baran Book Cover
Introduction to Mass Communication, 2/e
Stanley J. Baran

Media Literacy and Culture

Multiple Choice Quiz



1

You are most likely to find a griot in
A)literate cultures.
B)preliterate cultures.
C)dominant cultures.
D)bounded cultures.
2

In oral or preliterate cultures
A)there is a clear division of labor among members.
B)memory is devalued.
C)myth and history are intertwined.
D)language is very general.
3

In literate cultures
A)there is a clear division of labor among members.
B)elders are revered for their experience.
C)myth and history are intertwined.
D)role and status are rigidly defined.
4

Gutenberg was a ____________ by trade.
A)clergyman
B)goldsmith and metallurgist
C)merchant
D)painter
5

Books were the first mass-produced product, speeding the development of
A)powerful monarchies throughout Europe.
B)a more powerful literate clergy.
C)magazines.
D)capitalism.
6

Increased leisure time and expendable income are two products of
A)the Industrial Revolution.
B)the Protestant Reformation.
C)advances in steam-powered printing presses.
D)the decline of literate cultures.
7

Literacy is the ability to
A)effectively and efficiently comprehend and utilize a given form of communication.
B)read and write at a college level.
C)deliver an effective oral presentation.
D)participate in trade and commerce.
8

The ability of television to influence important foreign policy decisions by appealing to people's emotions has been called _______ by Madeleine Albright.
A)binding culture
B)the third person effect
C)multiple points of access
D)the CNN effect
9

Genres refer to
A)communication strategies employed by preliterate cultures.
B)different types of feedback in mass and interpersonal communication.
C)categories of expression within the different media, for example, the evening news and documentaries.
D)bounded cultures' ability to limit expression.
10

Production values refers to
A)the characteristic, distinctive, standardized style elements of a given form of media expression, for example the up-beat music that introduces the local evening news.
B)categories of expression within the different media, for example, the evening news and documentaries.
C)the specific internal language of a given medium, for example the choice of lighting in a soap opera.
D)the common assumption that media messages affect others, but not ourselves.