PDF 4

Question 1

who is famous for the phrase? “the medium is the message” and is the proponent of the media theory on technological
determinism, believed that society is driven by changes in media and communication technology.

Answer 1

Marshall McLuhan

Question 2

explained that society adapts to
advances in technology, thus, changing cultural,
political, and even historical aspects of that society.

Answer 2

McLuhan (2007)

Question 3

The only thing constant and inevitable is _______.
Thus, some look at technology as am indication of
progress.

Answer 3

change

Question 4

___________
is typically associated with
technological advancement.

Answer 4

Social Change

Question 5

• refer to forms requiring little
  involvement from the audience and examples include film and television.
• they cannot be “touched” and
  thus the experience is relatively
  passive and static.

Answer 5

Hot media

Question 6

The ______ are those with
high-level user interactivity, where the experience is more dynamic and the audience is more involved.

• Media forms that utilize animation, such as video games, or provide participation, like online media platforms, are example of this.

Answer 6

Cool media

Question 7

Where hearing was the
predominant and most
valuable sense of reception.

Answer 7

Tribal Age

Question 8

Where the sense of sight was
dominant. If the tribal age was
highly acoustic, the literate age
was highly visual.
This is because of the invention of the alphabet, allowing humans to learn to read.

Answer 8

Literacy Age

Question 9

The printing press was invented, which
meant mass-producing written texts.

Answer 9

Print Age

Question 10

In this period, the telegraph was invented which paved the way to the invention of more recent technologies
such as the telephone, television, mobile phone, and the Internet.

Answer 10

Electronic Age

Question 11

In this period, the world entered into a new era of media experience in the 21st century. Also known as the digital and new area of media experience in 21st century.

Answer 11

Information Age

Question 12

Digital technology and Internet
become pervasive, thus, pushing the
world to enter the infrastructure age.

Answer 12

Infrastructure Age

Question 13

Digital technology and Internet
become pervasive, thus, pushing the
world to enter the infrastructure age.

Answer 13

Cultural Determinism

Question 14

A media scholar who advanced the idea of cultural determinism, society is
still in control of technology and the innovations over time do not dictate how it must adapt and function in relation to these technologies.

Answer 14

Winston (1986)

Question 15

• Media experience is limited.
• One-directional.
• Sense receptors used are very
  specific (print media-sense of
  sight , radio-sense of hearing, TV and film-sight and hearing).

Answer 15

Traditional Media

Question 16

• Media experience is more
  interactive.
• Audience are more involved
  and can send feedback
  simultaneously.
• Integrates all the aspects of
  old media.

Answer 16

Digital Media

Question 17

Four Main Categories of New Media

Answer 17

• Interpersonal Communication
  Media
• Interactive Play Media
• Information Search Media
• Collectively Participatory Media

Question 18

Example would be telephone,
mobile phone, and email where
content is private and perishable and the relationship established and reinforced may be more important than the information
conveyed.

Answer 18

Interpersonal Communication
Media

Question 19

Video and computer-based
games, virtual reality devices
compose this category.

Answer 19

Interactive Play Media

Question 20

The Internet and World Wide
Web become repositories or
sources of a vast collection of
information.

Answer 20

Information Search Media

Question 21

This refers to the use of the Internet for “sharing
and exchanging information, ideas, and experiences and developing active (computer
mediated) personal relationship (McQuaiI, 2010)

Answer 21

Collectively Participatory Media