UGC NET/JRF EXAM, Mass Communication & Journalism,December-2019*

Total Questions: 100

21. Which organization promotes social development and community affairs as part of CSR?

Correct Answer: A. The Confederation of Indian Industry

22. What form of communication was adopted by Buddha to experience the 'otherness'?

Correct Answer: C. Dialogic
Solution:Dialogic CommunicationDefinition: "A style of communication that respectfully encourages others to want to listen, while also listening in a way that encourages other to want to speak."

Dialogic communication is an approach to communication that focuses on promoting a dialogue between a speaker and their audience. Dialogic communication encourages speakers to be assertive (calm, respectful, and open) in presenting their ideas to an audience.

Characteristics of a dialogue

CharacteristicExplanation
CivilityInteract with others in order to develop and maintain effec-tive and mutually beneficial relationships. Includes: • Politeness • Respect for others • Respect for self • Assertiveness as opposed to aggressiveness
CharacteristicExplanation
PresentnessProviding complete attention and focus to a speaker in order to engage in a meaningful dialogue with them.
Unconditional positive regard“accepting others with a positive attitude”.
Mutual equalityAll ideas are given equal worth.

23. The term 'Uses and Gratifications' implies that:

(a) Audiences are passive.
(b) Audiences are active.
(c) Audiences are neutral.
(d) Audiences are unwilling to expose themselves to media.
(e) Audiences willingly expose themselves to media.
(f) Audiences experience satisfaction by using media.

Choose the correct answer from the options given below:

Correct Answer: D. (b), (e) and (f)
Solution:Uses and Gratification Theory: This theory 24. has emerged out of the studies which shifted their focus from what the media do to the people to what people do with the media (Katz, 1959).

The uses approach assumes that audiences are active and willingly expose themselves to media and that the most potent of mass media content cannot influence an individual who has "no use" for it in the environment in which he lives.

The uses of the mass media are dependent on the perception, selectivity and previously held values, beliefs and interests of the people.

The term "gratification" refers to the rewards and satisfaction experienced by audiences after the use of media, it helps to explain motivations behind media use and habits of media use or the actual needs satisfaction by the media are called media gratifications.

In nutshell, this theory which deals in individual functions and dysfunctions view that mass media audiences make active use of what the media have to offer arising from a complex set of needs which the media in one form or another gratify.

24. Which of the following are the steps in content analysis?

(a) Formulation of research question
(b) Defining the universe
(c) Defining the discourses
(d) Identifying literary elements
(e) Selecting units of analysis
(f) Monitoring respondents

Choose the correct answer from the options given below:

Correct Answer: C. (a), (b) and (e)
Solution:Content analysis is a specific research approach used frequently in all areas of the media. The method is popular with mass media researchers because it is an efficient way to investigate the content of the media, such as the number and types of commercials or advertisements in broadcasting or the print media.

Beginning researchers will find content analysis a valuable tool in answering many mass media questions.

There are many definitions of content analysis. Walizer and Wienir (1978) define it as any systematic procedure devised to examine the content of recorded information;

Krippendorf (2004) defines it as a research technique for making replicable and valid references from data to their context. Kerlinger's (2000) definition is fairly typical:

Content analysis is a method of studying and analyzing communication in a systematic, objective, and quantitative manner for the purpose of measuring variables. Kerlinger's definition involves three concepts that require elaboration.

First, content analysis is systematic. This means that the content to be analyzed is selected according to explicit and consistently applied rules:

Sample selection must follow proper procedures, and each item must have an equal chance of being included in the analysis. Steps in Content Analysis:

In general, a content analysis is conducted in several discrete stages. Although the steps are listed here in sequence, they need not be followed in the order given.

In fact, the initial stages of analysis can easily be combined. Nonetheless, the following steps may be used as a rough outline:

1. Formulate the research question or hypothesis.
2. Define the universe in question.
3. Select an appropriate sample from the population.
4. Select and define a unit of analysis.
5. Construct the categories of content to be analyzed.
6. Establish a quantification system.
7. Train coders and conduct a pilot study.
8. Code the content according to established definitions.
9. Analyze the collected data.
10. Draw conclusions and search for indications.

25. G. Comstock's transmission model of news learning involves the following stages. Identify the correct sequence.

Correct Answer: D. Display - exposure - processing - comprehension - recall - learning
Solution:Transmission model of news learning.

26. The protection of qualified privilege under the Indian Constitution is of no avail.

(a) If the report is untrue
(b) Even if the report is not a perverted form of the debate or speech
(c) If the report is a perverted form of the debate or speech
(d) If the report is actuated by malice
(e) If the report is substantially true

Choose the correct answer from the options given below:

Correct Answer: C. (a), (c) and (d)
Solution:Privilege for Journalist

A journalist is someone that is in the profession of reporting events that affect us all. This reporting may be a documentary being prepared for the television, or for the news, or for the Court when the person is being suited or is a witness in Court.

To ensure that the journalist does not become the subject of multiple litigation, the best form of protection offered to a journalist, is Qualified Privilege.

It is a defense offered by law to the journalist in the journalist's stringently following the matter according to reporting principles. Qualified Privilege does not permit a journalist to make whatever statements the journalist wants; that are defamatory believing that Qualified Privilege will protect them.

Qualified Privilege is a defense that allows statements to be made accurately and truthfully by a reporter, that may, or may not, have the impact of defaming the person with the knowledge that these are legally possible in the interest of Justice, or in the interest of the public.

If the statements are knowingly made to be false, that are not deemed in the best interest of the public, then legal action is always available to the party affected by the false defamatory statements made in the court that are not true.

27. In which of the following countries, lobbying was started as a legal public relations activity during mid-twentieth century?

Correct Answer: B. The United States

28. Which form of advertising is heavily used to introduce a new product?

Correct Answer: D. Informative advertising
Solution:

Advertising is the use of simplified messages to persuade people, through the mass media, to take actions desired by the advertiser. In most cases, the action desired is the purchase of the product advertised.

The purpose of advertising is to influence as many people as possible and this accounts for its characteristics of simplification, impersonality and persuasion.

Advertising is of two types: Informative advertising and Persuasive advertising.

Informative advertising is the means by which the availability of a product is announced. This type of advertising is essential for the development of the market for the commodity.

Consumers will be more aware of the market conditions as more and more information about producers, markets and prices is passed on to the consumers. Informative advertising enhances the degree of competition in a market by enlarging the range of goods and services available.

Persuasive advertising is generally resorted to with regard to particular brands of a product. For instance, advertisements may state that some important personalities such as renowned movie stars, musicians and athletes use a particular brand of soap.

This will imply that the brand of soap is superior to other brands. Brand loyalty reduces the degree of competition in the market since consumers are unwilling to substitute one brand for another.

Persuasive advertising, product differentiation through branding and monopolistic competition usually go together. There is no advertising of the persuasive type under perfect competition since the product is a homogeneous one.

29. Match the following theories with their advocates:

LIST-ILIST-II
(a) Asian communi-cation theory(i) Herbert Marcuse
(b) Cybernetic theory(ii) C.S. Peirce
(c) Critical theory(iii) Norbert Weiner
(d) Semiotic theory(iv) Shelton Gunaratne

Choose the correct options from those given below:

Option(a)(b)(c)(d)
A(iv)(ii)(iii)(i)
B(iv)(i)(ii)(iii)
C(iv)(iii)(ii)(i)
D(iv)(iii)(i)(ii)
Correct Answer: D.

30. Responsibility of a news reporter reflects in the news story when it is:

Correct Answer: A. Balanced