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

Total Questions: 100

31. Match the following advertising agencies with their headquarters:

LIST-ILIST-II
(a) WPP Group(i) Tokyo
(b) Omnicom(ii) Paris
(c) Bcom 3(iii) New York
(d) Dentsu(iv) London

Choose the correct options from those given below:

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

32. For John Pavlik, the correct sequence of media effects research is:

Correct Answer: A. Film effects, radio effects, television effects, internet effects

33. The communitarian model of development considers the factors of:

(a) Religious affiliation
(b) Geographical location
(c) Cultural historicity
(d) High level consumerism
(e) Acceptance of westernization
(f) Support to information monopoly

Choose the correct option:

Correct Answer: C. (a), (b) and (c)
Solution:The 'communitarian' approaches of Mazid Tehranian and Hamid Mowlana and Wilson are based on the concept of ummah or community.

Being based on the fundamental concept of West Asian worldview, the communitarian approaches emphasis on community rather than the nation state, on monistic universalism rather than nationalism,

on spiritualism rather than secular humanism, on dialogue rather than monologue, and on emancipation rather than alienation. According to Jacobson, participation and cultural identity are vital elements of this approach.

34. The doctrine of direct impact was applied by the Supreme Court of India in the case of:

Correct Answer: C. Maneka Gandhi Vs. Union of India
Solution:The petitioner (Maneka Gandhi) was a journalist whose passport was issued on June 1, 1976, under the Passport Act, 1967. Later on July 2nd, 1977, the Regional Passport Officer, New Delhi, had ordered the petitioner to surrender her passport by a letter posted.

On being asked about the reasons for her passport confiscation, the Ministry of External Affairs declined to produce any reasons “in the interest of the general public.”

Therefore, the petitioner had filed a writ petition under Article 32 of the Constitution of India stating the seize of her passport as the violation of her fundamental rights, specifically Article 14 (Right to Equality),

Article 19 (Right to Freedom of Speech and Expression) and Article 21 (Right to Life and Liberty) guaranteed by the Constitution of India.

A great transformation in the judicial attitude towards the safeguard of personal liberty has been noticed after the horrible experiences of the infamous 1975 national emergency.

A.k. Gopalan Vs. Union of India and Maneka Gandhi Vs. Union of India, are the two landmark cases which decided and expanded the horizon of rights under Art. 21. The judicial pronouncement before the case of Maneka Gandhi Vs.

Union of India (1978) were not satisfactory in providing adequate protection to the ‘right to life and personal liberty’ guaranteed under Article 21 of the Constitution of India.

Prior to Maneka Gandhi’s decision, Article 21 guaranteed the right to life and personal liberty only against the arbitrary action of the executive and not from the legislative action.

Maneka Gandhi Vs. Union of India (AIR 1978 SC 597) was a landmark judgement and played the most significant role towards the transformation of the Judicial view on Article 21 of the Constitution of India so as to imply many more fundamental rights from Article 21.

Justice Krishna Iyer in this case observed that, “the spirit of man is at the root of Article 21”, “personal liberty makes for the worth of the human person” and “travel makes liberty worthwhile”.

The court finally held that the right to travel and go outside the country is included in the right to personal liberty guaranteed under Article 21.

Section 10(3) (c) of the Passport Act is not violative of Article 21 as it is implied in the provision that the principles of natural justice would be applicable in the exercise of the power of impounding the passport.

The defect of the order was removed and the order was passed in accordance with procedure established by law.

35. The three functions of the press, identified by Harold D. Lasswell, are:

(a) Surveillance
(b) Correlation
(c) Entertainment
(d) Education
(e) Transmission

Choose the correct option:

Correct Answer: C. (a), (b) and (e)
Solution:Harold D. Lasswell suggested the media have three functions: "(1) Surveillance of the environment, disclosing threats and opportunities affecting the value position of the community and the component parts within it;

(2) correlation of the components of society in making a response to the environment; and (3) transmission of the social inheritance." These are primary functions of the news media today.

Surveillance of the environment describes the collection and distribution of information about events both inside and outside a particular society. Roughly, it corresponds to what is popularly called "news."

Correlation of the components of society to respond to the environment includes news analysis, news interpretation and editorials, and prescriptions for collective response to changing events in the environment.

Transmission of culture includes messages designed to communicate the attitudes, norms, and values of the past and the information which is an integral part of these traditions. This third category is the educational function of the media.

36. Match the radio stations with the type of broadcasting they have employed:

LIST-ILIST-II
(a) Pandora(i) Cable radio
(b) XM(ii) FM radio
(c) CRW(iii) Satellite radio
(d) Bloomberg(iv) Internet radio

Choose the correct options from those given below:

Codes:

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

37. Auditorium tests are used to evaluate:

Correct Answer: A. Recurrents of music
Solution:Music is the product of a music radio station, and failing to analyze the product invites ratings disaster.

To provide the radio station’s listeners with music they like to hear and to avoid the songs that they do not like or are tired of hearing (burned out), radio programmers use three primary research procedures: auditorium music testing (AMT), callout research, and online music tests (OMT).

The Auditorium test (AMT) is designed to evaluate recurrents (popular songs of the past few years) and oldies (songs older than 10 years), but this method is being used less often during the past few years because of the high costs involved in conducting the test.

Callout research, conducted via telephone, is used to test music currently on the air (currents), and even recurrents and oldies.

However, as with auditorium testing, increases in costs have forced radio station management to either eliminate music research or elect to use the third method of music testing, the Internet.

38. When media consumers search for knowledge as a motive, the need becomes:

Correct Answer: D. Cognitive
Solution:Needs are varying and interact each other so identify or group them is very difficult in many cases. Maslow's hierarchy of needs provided us a useful classification and organized a system of needs.

According to the Maslow, an individual first needs innate requirement, after fulfilling one needs person demands upper-level need like safety or socialization. Abraham Maslow, a clinical psychologist, addressed that human needs fall into a hierarchical pattern.

Human needs start with physical (innate, urgent) needs and go on psychological (secondary, learned). Humans fulfill their needs in a hierarchical pattern that one need is satisfied next need emerges.

Maslow in 1960s and 1970s extended needs model first seven-stage later eight-stage model. These are as follows:

  1. Biological needs seek to obtain the necessities of life (breath, eat, shelter, sex, etc.).
  2. Safety needs seek security through order and law (security, stability, orders, etc.).
  3. Love and belonging needs seek affiliation with a group (affection and love, friendship, intimacy).
  4. Esteem needs seek esteem through recognition or achievement (self-esteem, status, achievement, prestige, etc.).
  5. Cognitive needs seek to the figure out meaning of life gathering knowledge (knowledge, meaning, etc.).
  6. Aesthetic needs seek an aesthetic in his/ her life (admiration, beauty, form, etc.).
  7. Transcendence need seeks further a cause, beyond the self and experiences a communicate beyond the boundaries of the self through peak experience. (Helping others to achieve self-actualization).
  8. Self-actualization needs seek to the fulfilment of personal potential (self fulfilment, seeking personal growth, etc.).

39. hich one of the following refers to the percentage of how often a keyword appears in relation to the total words on that webpage?

Correct Answer: D. Keyword density
Solution:Keyword density refers to the number of times a keyword appears on a given webpage or within a piece of content as a ratio or percentage of the overall word count.

This is also sometimes referred to as keyword frequency, or the frequency with which a specific keyword appears on a webpage. Keyword Phrase: A group of two or more words that are used to find information in a

search engine. Sometimes, when searching for something, one single keyword does not provide the information you seek, where a keyword phrase allows you to string multiple words together to find better information.

Keyword Density: Keyword density refers to the percentage of how often a keyword appears on a webpage in relation to the total words on that webpage.

Keyword Stuffing: When a webpage uses a keyword too often or superfluously, with the intent of manipulating search engines. This type of behaviour is frowned upon and can lead to either algorithmic devaluation in search or a manual penalty from Google.

Knowledge Graph: Similar to the Knowledge Panel, this tool shows up at the top of the screen, but generally in research related search results.

The panels summarise quick information points that are often pulled from sources like Wikipedia. These are commonly found when researching things like people, places, events and other topics.

40. New media have facilitated a type of communication which is:

Correct Answer: D. Interactive
Solution:Communication via New media such as computers, teleshopping, internet and mobile telephony is termed as Interactive communication. It is an exchange of ideas, where both participants, whether human, machine or art form, are active and can have an effect on one another.