ComTech Ch2-3

1.

1 point

Which of the following illustrates the theory of the “long tail?”.

The vast decrease in the number of media organizations.

The observation that the the number of CT companies has been slowly decreasing over time.

The vast increase in the number of media messages and channels that have very small audiences.

The manner in which mainstream organizations are influenced by small, start-up media organizations.

2.

1 point

The newspaper industry:

Has been fatally wounded by the Internet.

Is reinventing itself with new distribution technologies.

Has never been profitable in the U.S.

Led technological innovation during the 20th century.

3.

1 point

Diffusion theory helps explain:

The effects of communication technologies on society

The price paid by consumers for technologies

How communication technologies spread through a social system over time

The content of communication messages

4.

1 point

In technology adoption, “critical mass” refers to:

The manner in which the adoption of others affects adoption of a technology.

The negative impact of competing technologies.

Applying the laws of physics to the technology.

The total amount of energy consumed in making and using the technology.

5.

1 point

What is the role of “distribution” in the telecommunication industry?

Distribution is not considered part of the telecommunications industry.

Distribution is the least profitable organizational function.

Distribution always comes before production.

Distribution frequently has multiple layers, including national and local distribution.

6.

1 point

The Principle of Relative Constancy refers to:

The observation that the proportion of disposable income spent on media has remained relatively constant over time.

The observation that the number of channels of communication has remained relatively constant over time.

The importance of grammar in promoting communication technologies.

The observation that the amount of time spent on media has remained relatively constant over time.

7.

1 point

The product lifecycle curve of a technology is different from the diffusion curve because:

It includes the decline of a technology.

It includes the price of a technology.

It includes an image of the technology.

It includes retail factors affecting adoption of a technology.

8.

1 point

Social information processing theory assumes that:

The content of technologies is more important than the technology.

Different societies evaluate technologies in a similar fashion.

Evaluation of communication technologies is subjective, with the salience of attributes determined by subjective evaluations of others.

People evaluate technologies using objective criteria.

9.

1 point

The big long-term winner in the introduction of personal computers in the last century was:

Google

Apple

Microsoft

IBM

10.

1 point

Social learning theory helps us understand communication technology because it:

Illustrates how technology is taught in schools and universities.

Explains all of the effects that technologies have upon children.

Helps explain how we learn from observing the actions of others and the resulting impact.

Integrates regulation into models of communication technology.

11.

1 point

Disintermediation is:

The process of eliminating layers of distribution between producers and consumers

Subject to the approval of the Federal Communications Commission.

The elimination of corporate conflicts to aid distribution of products.

The process of settling disputes between producers and distributors

12.

1 point

Considering CT structure, the “diffusion threshold” is achieved when:

Technical standards have been established.

All of the production and distributions functions for hardware and software are served by at least one company.

More than fifteen percent of consumers have adopted a technology

The doors of a new store are opened for business.

13.

1 point

According to diffusion theory, the first adopters of a technology are:

Innovators

Early adopters

Early majority

All of the above