Practice Test: COMM 305 Chapter 24

Matching skip

Short Answer skip

1. Media Ecology
   
2. global village
   
3. electronic age
   
4. medium
   
5. Marshall McLuhan
   

Multiple Choice skip

1. faustian bargain
   1. a specific type of media (books, tv, radio, internet)
   2. visual era; mass produced books usher in the industrial revolution and nationalism, yet individuals are isolated
   3. It is not technological abnormality that demands attention, we need to focus on everyday experience of technology (human inventions enhance communication)
   4. a deal with the devil; selling your soul for temporary earthly gain
   5. the socially constructed, sensory world of meanings
2. digital age
   1. It is not technological abnormality that demands attention, we need to focus on everyday experience of technology (human inventions enhance communication)
   2. McLuhan’s theory suggests objectivity without scientific evidence
   3. an acoustic era; a time of community because the ear is the dominant sense organ
   4. possible fifth era of specialized electronic tribes, contentious over diverse beliefs and values
   5. founded the Media Ecology program at NYU and was recorded as McLuhan's heir apparent; believed that the forms of media regulate and dictate what kind of content the form of a given medium can carry
3. tribal age
   1. the study of different personal and social environments created by the use of different communication technologies
   2. 1. What is the problem to which this technology is a solution? 2. Who's problem is it actually? 3. If there is a legitimate problem to be solved, what other problems will be created by using this technology?
   3. founded the Media Ecology program at NYU and was recorded as McLuhan's heir apparent; believed that the forms of media regulate and dictate what kind of content the form of a given medium can carry
   4. an acoustic era; a time of community because the ear is the dominant sense organ
   5. the socially constructed, sensory world of meanings
4. invisibility of environments
   1. visual era; mass produced books usher in the industrial revolution and nationalism, yet individuals are isolated
   2. It is not technological abnormality that demands attention, we need to focus on everyday experience of technology (human inventions enhance communication)
   3. 1. What is the problem to which this technology is a solution? 2. Who's problem is it actually? 3. If there is a legitimate problem to be solved, what other problems will be created by using this technology?
   4. the socially constructed, sensory world of meanings
   5. an acoustic era; a time of community because the ear is the dominant sense organ
5. age of literacy
   1. a visual era; a time of private detachment because the eye is dominant sense organ
   2. the study of different personal and social environments created by the use of different communication technologies
   3. McLuhan said that human inventions enhance communication
   4. founder of media ecology; professor at U of Toronto; believed that changes in technology alter symbolic environment; saw the message and the medium as one in the same
   5. possible fifth era of specialized electronic tribes, contentious over diverse beliefs and values