Set A

MICA

Course: Introduction to Media and Society

Date : 03/08/2015

Batch : PGP 2015-2017 Term : I

Duration: 1 hour 30 minutes Marks: 75

(25%)

Instructions:
Its good to have options but all questions are compulsory

No negative marking for wrong answers for section I (Multiple

Choice Questions).

No extra marks for writing more than 50 words for section II

(Conceptual/ Application based Questions). Finish your answer in the
appropriate space given.

Need to answer 60 questions (45 MCQ & 15 Conceptual) in 1 hour

30 minutes so be calculative.

World is full of resources but opening the book/or any resource

material in the exam is an offence leads to cancelation of your paper

Please dont bring the Leonitics effect to the examination hall and
restrict your eyes on your paper only

Post-modern arts are good for wall hangings so spare your

examination paper from that effect. Bring high fidelity while
answering the questions.

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Section I: Multiple Choice Questions [Please select a right answer,

45 marks, Total of 37 questions, question 5, 6, 13, 18, 34 caries 2
marks each and question 7 carries 4 marks]

1. Comets theory of Hierarchy of Sciences states that each science

in series depends on its emergence and prior developments of its
predecessor in hierarchy making, __________the most complex and the
most dependent science among all.
a. Astronomy
b. Biology
c. Social Science
d. Mathematics

2. Before the French revolution, people were divided into three estates
i.e. The clergy, The Nobility and the third estate is the common
people (bourgeoisie, urban workers and peasants).
a. True
b. False
3. According to the World Association of Newspaper, the name of the
first newspaper in the modern sense is:
a. The Peking Gazette
b. Relation aller Furnemen and gedenckwandigen
Historien
c. Yomi Yuri simbun
d. Public Occurances
e. None of above
4. Which of the following is not part of Karl Marxs theory of
capitalism?
a. capitalist production exploits the working class
b. class conflict is inevitable in capitalist societies
c. industrial workers are the revolutionary class
d. class struggle only occurs under capitalism
5. (5.1) One of the criticism of Marxist and critical theories is that
media does not affect society.
a. True
b. False

(5.2) Mentalist thesis that media change the way people think.

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a) True
b) False

6. (6.1) .Technology increased the literacy by reducing the

expense of publishing books and making the process less time and
labour intensive.
c. Printing
d. Information
e. Communication
f. Option a and c

(6.2) Black death probably began in 1346 and first affects the area
of.?

c) Central Asia
d) China
e) North Africa
f) England

7. From Column II, select the name or date that is associated with the
statement in column I. Record your choice on the line preceding the
question number

Column I Column II
a. Industrial revolution 1. Sweden d
b. Printing revolution 2. Desiderius Erasmus c
c. The Praise of Folly 3. AD 1760 a
d. Press freedom law 4. Gutenberg bible b

8. Repeat According to Simulcra & Simulation, Simulation is a four

stage process of destabilizing and replacing reality that follows given
order
a. Faithful, Pretense, Impure and Pervasion
b. Faithful, Pretense, Pervasion and Pure
c. Faithful, Pervasion, Pretense and Pure
d. Faithful, Pretense, Pure and Pervasion

9. Ad agencies or in-house marketing/advertising departments produce

TV commercials, radio spots, and print ads with a message for
potential customers while Twitter brings targeted consumers on a
common platform for interaction. This can be clearly seen in
a. Pull theory of media adoption and Push theory of media
effects
b. Push theory of media effects and Pull theory of media
adoption
c. Commercial advertisement

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d. Commercial marketing

10. Range as medium attribute advocates that longer the range of a

medium, more extensive is its network, so the human need for
curiosity will lead cultural values to?
a. Pluralism
b. Eternalism
c. Monoism
d. Temporalism

11. Which statement is a valid generalization about the immediate

results of the French Revolution?
a. The Roman Catholic church increased its power and wealth
b. The revolution achieved its goal of establishing peace,
democracy and justice for all
c. the French middle class gained more power
d. Revolution had little impact outside France

12. Cultural Imperialism is a practice of promoting a more powerful

culture over a least known or desirable culture where former belongs
to a large, economically or militarily powerful nation and the latter
belongs to a smaller, less powerful one. This phenomenon can be
seen in all EXCEPT
a. Hollywood
b. McDonald
c. Coca Cola
d. Facebook

13. (13.1) Jean Baudrillard supports McLuhan: the medium is the

message adding technology as a medium that clarify all real
messages
a) True
b) False

(13.2) Cognitive effect can be defined as Individual rationalization of

particular product or process without getting biased by peripheral
activities

a) True
b) False

14. Information Revolution involves the developments in electronics and

computer technologies, along with dramatic changes in
telecommunications, provided the basis for economic change. One of
the pre-eminent hallmarks of Information Revolution is

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a. Social media
b. E-Commerce
c. Individual empowerment
d. Social exclusion

15. What is Medium?

a. A way of sending and receiving information
b. A tool for watching information
c. It is a tool for storing information
d. A tool for sending, receiving, storing and retrieving
information

16. ________________ was an Epipaleolithic culture that existed from

13,000 to 9,800 B.C. in the Levant, a region in the Eastern
Mediterranean. It was unusual in that it was sedentary, or semi-
sedentary, before the introduction of agriculture.
a. Mesopotamian
b. Neolithic
c. Natufian
d. Sumerian

17. According to Harold Innis, how did new media arise?

a. New Media were pulled into broad use by rising
demand, not driven by rising supply.
b. When supply rising not demand, supply always come first.
c. When dissemination takes place.
d. When we developed new technologies

18. (18.1) The communication technologies influenced the era of

modernism was given a big push by industrialisation.
a. True
b. False

(18.2) Concentrated network and hierarchicalize practices with

multiple structure started in age of manuscript
a. True
b. False

19. The French Revolution depended on the printed words (mass media)
to get out message of:
a. Liberty
b. Equality
c. Fraternity
d. All of the above

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20. About 1780 and 1830, the growth of journals, newsletters, and
newspapers was so great in Europe that a fundamentally new social
phenomenon came into being
a. news making public
b. news reading public
c. news spreading public
d. news buying public

21. Which among the following is NOT the long term cause for French
Revolution?
a. Unjust socio-political system (Old Regime)
b. Poor harvests which left peasant farmers with little money for
taxes
c. Awareness for individualism
d. Influence of Enlightenment philosophers

22. Four phases of the French Revolution evolutions followed

chronological order as

a. National assembly Legislative Assembly Convention

Directory
b. National assembly Convention Legislative Assembly
Directory
c. National assembly Legislative Assembly Directory
Convention
d. National assembly Convention Directory Legislative
Assembly

23. Repeat According to Simulcra & Simulation, Simulation is a four

stage process of destabilizing and replacing reality that follows given
order
e. Faithful, Pretense, Impure and Pervasion
f. Faithful, Pretense, Pervasion and Pure
g. Faithful, Pervasion, Pretense and Pure
h. Faithful, Pretense, Pure and Pervasion
24. Who has coined the word Feminism in 1890 for equal political and
legal rights of women?
a. Charles Fourier
b. Louis Blanc
c. Karl Marx
d. None of above
25. Which of the following best describes the notion of Culture
Industry?

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a. Media has no deterministic effect

b. Media makes customers a willing victim of exploitation
c. Both a and b
26. In 1439, in Germany who had developed printing technology by using
oil based ink and movable printing blocks for printing the book.
a. Karl Marx
b. Marshall Mcluhan
c. Johannens Gutenburg
d. None of above
27. A process whereby people of lower castes collectively try to adopt
upper caste practices and beliefs to acquire higher status
a. Sanskritization
b. Diffusion of Innovation
c. Political mobilization
d. Cultural Mobility
28. The Industrial Revolution led to the development of colonies with a
purpose to?
a. Provide a source of raw material
b. Provide a market for manufacturing goods
c. Spreads the benefits of democracy
d. All of the above

29. During Renaissance, Divine rights of the kings where royalty is only
answerable to God practiced political absolutism. It can be seen
during rule of
a. Adolf Hitler
b. Joseph Stalin
c. Benito Mussolini
d. All of the above
30. Pull theory of media adoption follows New Economic Conditions
Technical Insufficiency Increased Demand from Organized
Interests New Media. This theory is incomplete without
a. Social practices & values
b. concept of innovation
c. Ease of use & enjoyment
d. timing of adoption & nature of the technology adopted

31. Push theory of media effects describes medium attributes that push
societies & ides in new direction. According to this, no media follows
egalitarianism due to inadequate
a. Physical, economic & interpretative accessibility
b. Power structures
c. Concentration across society

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d. Diffusion across society

32. Volume as medium attribute advocates that higher the volume of
network, less constrained is its network so the human need for
diversion will lead cultural values of?
a. Asceticism
b. Elitism
c. Realism
d. Hedonism
33. According to book A History of Mass Communication:Six information
revolutions by Irving Fang, six evolutions followed chronological
order as
e. Writing Printing EntertainmentMass media Tool shed
homeThe Highway
f. Writing Printing Mass media EntertainmentTool
shed homeThe Highway
g. Writing Printing Mass media Tool shed homeThe
HighwayEntertainment
h. Writing Printing Mass media Entertainment The
HighwayTool shed home

34. (34.1) Pictographs were stylized, rotated and impressed in clay with
a wedge shaped stylus by Sumerians to become the script known as
Cuneiform
a. True
b. False

(34.2) The successors of the Neolithic farmers are the Natufians,

formal beginning of the food production

a. True
b. false

35. The Renissance was a cultural movement that spanned from the
period 14th to the 17th century, beginning in Italy in the Late Middle
Ages and later spreading to the rest of Europe lead to
a. Rise of modern capitalism
b. Humanism & intellectual transformation
c. Republic government
d. All of the above
36. Who said, One must do whatever one must do to get and stay in
power. If it works, it is the "right" thing to do. Forget ideals; lie,
cheat, even murder if you must. A stable state is needed.
a. Theodor Adorno
b. Michelangelo Buonaroti
c. Desiderius Erasmus
d. Niccolo Machiavelli

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37. Users and Gratification theory argues that

a. Media don't do things to people, rather, people do
things with media
b. Media producers can dictate the uses to which people put
media.
c. Only selected, especially well-crafted, media messages can
influence gratifications
d. People use media to gratify only unimportant needs, such as
keeping up on fashions

Section II: Conceptual/ Application based Questions [Each question

carries equal marks- 2 marks each]

1. Why media is called the fourth estate? Name the other three estates.
Give a relevant example to justify your answer.

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2. Do you think in the present times, were the docile consumers of

mass media consumption? Discuss.

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3. Mukesh Ambanis media acquisitions are a concern and are affecting

the Indian media discourses. One of the largest acquisitions is
acquiring Network 18, which owns TV channels like CNBC 18, CNN-
IBN, CNN Awaz, etc). If the statement need to be belived!
a. Do you think we can say mass media is in the hand of
capitalism and journalism is integrating with business and
politics?
b. If so, does it create a political and economic consciousness in
India?

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4. From each according to his abilities, to each according to his needs.

Louis Blanc. Indian economy has carefully taken the attributes of a
capitalist model and a socialist one. How will you contextualize Louis
Blancs quotes with the present development of the country?

________________________________________________________________________

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5. Various studies indicate that even though modern IT workforce is

high on alienation it fails to bring any kind of class consciousness.
Justify why?

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6. During the middle ages (500 AD 1500 AD) in Europe, people were
living in manors. Explain the socio-economic-political significance of
manors?

________________________________________________________________________

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7. With the influence of the development of communication technology,

voters turnout has declined. At the same time, distrust on
government has grown? Explain briefly.

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8. While comparing two English daily newspapers The Times of India

and The Indian Express, you found significant changes in the content
and in the presentation of the news. How do you describe the
differences keeping in mind the points
i. ownership of media, ii. Role of advertisements

________________________________________________________________________

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9. Elaborate McLuhans tetrad analysis (enhances, reverses, retrieves

and obsolesces) in context of cell phones to interpret the message of
the medium.

________________________________________________________________________

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10. Explain how trade practices facilitated era of manuscript and

elaborate the key changes that happened in the economy.

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11. There have been five fundamental shifts in the way human
make their living. Briefly explain significance of these five
revolutions.

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12. Does it imply that the evolution of Penny press during the
Industrial revolution was for the working class people? How does the
concept of a penny press help the mass?

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13. Why do social practices get ritualized? Explain the medium

attribute that ritualizes the social practices in light of Push theory of
Media effects for Speech with a suitable example.

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14. Explain briefly the idea of Culture Industry.

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15. How do you juxtapose the condition of private Indian media

houses with contrast to Doordarshan/PrasarBharati in the context of
capitalism vs. socialism and its significance on todays Indian
Economy?
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