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This quiz consists of 5 multiple choice and 5 short answer questions through Part III (Pages 89 - 132).

Multiple Choice Questions

1. Theorist Marshall McLuhan said that media forms supply the stuff of thought and also do which of the following?
(a) Help people learn how to grow gardens.
(b) Shape the business models of technology.
(c) Help people learn to read more quickly.
(d) Shape the process of thought.

2. What kind of award did Eric Kandel win for his work on sea slugs in the 1970s?
(a) The Nobel Prize.
(b) The Royal Academy's Science Award.
(c) The Queen's Citation for Excellence in Science.
(d) The James Fields Medal.

3. In Chapter Six, what does Carr say is one of the more popular of the new digital readers?
(a) Samsung's tablet.
(b) Amazon's Kindle.
(c) Apple's iPad.
(d) Toshiba's tablet.

4. How did the map and clock change language indirectly, according to Carr?
(a) People started drawing clock hands on their books.
(b) People started reading maps much more than they read books.
(c) People started using navigational terms for literature-related topics.
(d) New metaphors based on the map and clock arose to describe natural phenomenon.

5. How does Carr himself contribute to Internet content by the mid-2000s?
(a) He becomes a user-interface professional for Apple.
(b) He becomes a software engineer.
(c) He becomes a marketing chief for Google.
(d) He becomes a blogger.

Short Answer Questions

1. Which neuroscientist carried out ground-breaking experiments in the late 1960s that pioneered the ideas of neuroplasticity?

2. About how many bibles did Gutenberg print before running out of money?

3. Which university was at the forefront of computer programming and technological advances in the late 1970s, according to Carr?

4. In what year was the book Understanding Media: The Extensions of Man published?

5. What kind of type did Johannes Gutenberg invent with the printing press?

(see the answer key)

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