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1 | |
You are most likely to find a griot in |
| | A) | literate cultures. |
| | B) | preliterate cultures. |
| | C) | dominant cultures. |
| | D) | bounded cultures. |
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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. |
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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. |
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4 | |
Gutenberg was a ____________ by trade. |
| | A) | clergyman |
| | B) | goldsmith and metallurgist |
| | C) | merchant |
| | D) | painter |
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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. |
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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. |
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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. |
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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 |
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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. |
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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. |
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2002 McGraw-Hill Higher Education