Media Culture and Society-Revision

1.     The head quarter of press information bureau in located at

a)     Mumbai

b)    New Delhi

c)     Bangaluru

d)    Chennai

2.     Which country publishes maximum number of dailies in the world

a)     Japan

b)    USA

c)     India

d)    UK

3.     SS Vasan of Tamilnadu started a periodical in 192 was

a)     Ananda Vikadan

b)    Anand Sahitya

c)     Ananda Murti

d)    Ananda Bazar Patrika

4.     SITE is experiment on

a)     Communication

b)    Environment

c)     Agriculture

d)    Rural development

5.     S. Kasturiranga Iyengar a lawyer become the editor of ….

a)     The Hindu

b)    Dinamalar

c)     Dinamani

d)    Thanthi

6.     The first multilingual TV network of India was

a)     Jain

b)    Zee

c)     Geminy

d)    Surya

7.     ESPN is a channel owned by

a)     Star Group

b)    CNN Group

c)     Zee

8.     When was the first Television transmission introduced in India?

a)     September , 1959 in Delhi,

b)    January 1963 Delhi

c)     November  1958 Mumbai

d)    August 1949 Kolkata

9.     When was colour TV transmission started in India

a)     1982

b)    1980

c)     1986

d)    1979

10.                        Advertising agencies Association of India was established in

a)     1945

b)    1942

c)     1950

d)    1990

11.                        the knowledge skills and competencies that are required in order to use and interpret the media.

a)     Media literacy 

b)    Media communication

c)     Media Mobilization

d)    Information load

12.                        British Broadcasting Corporation (BBC) began the first television service of the world in

a)     1936

b)    1945

c)     1885

d)    1990

13.                        The households (out of total 223 million) in India who own a television…………..is.

a)     138 million

b)    100 milion

c)      22 million

d)    200 million

 The process of  combining the functions of two or three devices into one mechanism.called as

a)     Device Convergence,

b)    Operational Convergence 

c)     Corporate Convergence

14.                        Agenda setting  effects are founded by ………….. in the 1970s. 

a)     Maxwell McCombs and Donald Shaw

b)    Lasswell

c)     Marshall

d)    Mc Quail

15.                        ………………..means division of society into different strata or layers.

a)     Social stratification

b)    Cultural diffusion

c)     Cultural diversity

d)     

2 Mark questions

1.     What is facing ‘3 R’ challenges faced by Doordarshan ?

2.     What are the types of  Surveillance ?

3.     Definition of society.

4.     What you mean by Socialization?

5.     Define Mass Media.

6.     Write short notes on Cultural Diffusion

7.     Differentiate high culture and low culture.

8.     What it mean Disintermediation?

9.     What you mean by Media Framing? 

10.      What is mean by Convergence?

11.      What is the meaning of Counter framing?

12.      Define Agenda Setting

13.      Who is A “gate keeper” in a media firm?

14.      What is the Meaning of Culture?

15.      Write about Social stratification.

16.      What is the need of media education?

17.      There are three different forms of cultural diffusion.

18.      Define Urban society.

19.      Web.2.0

20.      What you mean by media saturation?

21.      What is information management?

22.      What you mean by Visual communication?

23.      What it mean media Oligoply? 

24.      Meaning of  Media Conglomerate.

25.      What is the Stereotypes effects of media?

26.      What is the effects of Evil of “paid news”?

27.      What you mean by MIS?

 6       marks questions

1.     Major Features of Rural Society

2.     What is the difference between unban and rural society?

3.     What is the  power of the media?

4.     What is the  types of Media effects?

5.     What are the way Media control possible?

6.     What are TV comedy formats?

7.     What is ‘uses and gratifications’? How we can  classified  into a four-category?

8.     ‘Media as a conscious industry’. Explain

9.     How not to study media?

10.            What is the difference between Framing and the agenda setting

11.            What you mean by media Framing? Write the types of framing?

12.            What is the techniques of media framing?

13.            What is the Characteristics of Culture?

14.            What is the Characteristics of  Social stratification ?

15.            What is the Characteristics of the Family

16.            What is the importance of media education in a democratic country?

17.            What are the Media effects?

18.            What the critical issues in Advertising?

19.            Why people use the media?

20.            What is the importance of Visual Communication?

21.            How media controlled by state law?

22.            What is the economy of motion picture industry?

23.            What you mean by agenda setting? How it differ from framing of media?

24.            Who owns the mass media in India?

25.            What is the Indian Media market features?

26.            What is the role of the media in socialization?

27.            How media Shape the Attitudes, Perceptions, and Beliefs of a society?

28.                  ‘The Media as a Primary Source of Information’. Justify.

28.      How news media outlets frame stories.

29.      What is the need of media literacy?

30.      What you mean by Convergence? What are the types of convergence in media?

31.      What is the principles of information management?

32.      What is the duties of Information system professionals?

33.      Who are media determinants?

34.      What is the uses of cell phone? What are the characterstics?

Essay Questions

29.            What is the Major Programming Trends of Indian Television?

30.            What is the function of media?

31.            Culture is a Learned Behaviour:How?

32.            How People Use the Mass Media?

33.            Write in detail about the Indian media owners as poitical party.

34.            What is the economy of motion picture?

35.            What are the forms of diversity in india?

36.            Explain in detail Media ownership trends in India?

37.            Characteristics of Traditional Mass Media Organization:

38.            What is the Modern Mass Media Emerging Trends?

39.            What are the types of Social Stratification?

40.            What you mean by Social stratification ? Write in detail according to class stratification?

41.            What are the factors influenced the media? 

42.            What is the institutional structure of motion picture industry?

43.            What are the Characteristics of Traditional Mass Media Organization?

44.            What is the function of media on society?

45.            What  you mean by audience  What are the types of audience?

46.            What are the  salient aspects about media ownership ?

 

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Critical Issues in Advertising

Advertising as a profession came of age in the twentieth century, facilitating the shift of. society from production-oriented small-town values to consumer-oriented urban lifestyles. With its ability to create consumers, advertising became the central economic support system for our mass media industries. Through its seemingly endless supply of pervasive and persua­sive strategies, advertising today saturates the cultural landscape.

Products now blend in as props or even as "characters" in TV shows and movies. In addition, almost every national con­sumer product now has its own Web site to market itself to a global audience 365 days a year.

Advertising was manipulating helpless consumers, attacking our dignity, and invading "the privacy of our minds.  The advertising industry was all-powerful.  Although consumers have historically been regarded as dupes by many critics.   Some of the most serious concerns involve children, teens, and health.

Children and Advertising

Children and teenagers, living in a culture dominated by TV ads, are often viewed as "consumer  .  In addition, parent groups have worried about the heavy promotion of products like sugar­coated cereals during children's programs.  they are increasingly targeted by advertisers.  In addition, very young children cannot distinguish between a commercial and the TV program that the ad interrupts

Stereotyping commercials

Commercials are the vast source of gender stereotyping. The aim of the modern commercial is not only the satisfaction of needs but also their creation. Women are more often presented in commercials, because they are seen as responsible for making everyday purchases. Men generally advertise cars, cigarettes, business products or investments, whereas  women are shown rather in the commercials with cosmetics and domestic products. They are also more likely portrayed in the home environment, unlike men, who are shown outdoors. Another important distinction is the phenomenon in  the commercials, which consists in showing the entire figure in case of women and close-up shots in case of men . 

Health and Advertising

Eating Disorders. 

Advertising has a powerful impact on the standards of beauty in our culture. A long-standing trend in advertising is the association of certain products with ultra thin female models, promoting a style of "attractiveness" that girls and women are invited to follow.  Even today, despite the popularity of fit­ness programs, most fashion models are much thinner than the average woman.  Some forms of fashion and cosmetics advertising actually pander to individuals' insecurities and low self-esteem by promising the ideal body. Such advertising suggests standards of style and behavior that may be not only unattainable but also harmful, leading to eating disorders such as anorexia and bulimia and an increase in cosmetic surgeries.

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Puffery and Deception  false and misleading claims have haunted advertising. . A cer­tain amount of puffery—ads featuring hyperbole and exaggeration—has usually been permitted, particu­larly when a product says it is "new and improved." However, ads become deceptive when they are likely to mislead reasonable consumers based on statements in the ad or because they omit information. Moreover, when a product claims to be "the best," "the great­est," or "preferred by four out of five doctors, A typical example of deceptive advertising is the Campbell Soup ad in which marbles in the bottom of a soup bowl forced more bulky ingredients—and less water—to the surface. In another instance, a 1990 Excessive Commercialism DECEPTIVE ADVERTISING – FALSE CLAIMS Fair & Lovely Foundation  The stereotypical role of women in Indian society as  portrait by the company in its ads still encourages anachronistic beliefs , the company still manages to allure people to buy its products by saying that it contains some miraculous scientific formula which would turn their skin white , the company is still misleading people and society by depicting that when a dark – skinned lass uses fair and lovely , she moves towards success thereby making them believe that light skin is a pre- requisite for a fortunate career. Advertising's Role in Politics Bharatiya Janata Party leader Narendra Modi's election juggernaut in the 2014 Lok Sabha polls is an example of howto prepare and successfully implement a marketing and branding campaign. Irrespective of your faith, ideology and voting decision, there has been no escaping Mod Since the 1950s, political consultants have been imitating market-research and advertising techniques to sell their candidates. To  giving rise to political advertising, the   use of ad techniques to promote a candidate's image and persuade the public to adopt a particular viewpoint.   Advertising agencies Soho Square, Ogilvy and Mather, and media buying agency Madison World—the media team that helped  Narendra Modi’s Bharatiya Janata Party (BJP) sweep to power in the Lok Sabha elections with the biggest election victory in 30 years— have delivered once again with the party set to form governments in Haryana and Maharashtra, where assembly elections were held earlier this month. The BJP’s focus during the elections was on governance, growth and corruption during the 15-year rule by the Congress and the Nationalist Congress Party (NCP) coalition in Maharashtra. With an advertising budget of Rs.25 crore and brand Modi still going strong, the odds were in the BJP’s favour. http://businesstoday.intoday.in/story/case-study-strategy-tactics-behind-creation-of-brand-narendra-modi/1/206321.html he BJP’s focus during the elections was on governance, growth and corruption during the 15-year rule by the Congress and the Nationalist Congress Party (NCP) coalition in Maharashtra. With an advertising budget of Rs.25 crore and brand Modi still going strong, the odds were in the BJP’s favour. The creative backbone of the party’s campaign was Piyush Pandey, executive chairman and creative director for South Asia at Ogilvy and Mather. he party had arranged for 20,000 digital vans to show Modi’s speeches in rural areas of the two states. “The idea was to reach the areas which do not have much access to newspaper and television so that people know about the message of Prime Minister Narendra Modi through these speeches,” said a senior BJP leader, who declined to be named. We rounded off the campaign on the last day with an ad on the last page of The Times of India highlighting the admission of corruption by the Congress chief minister himself,” said Balsara—his reference is to an interview given by Chavan to The Telegraph where he claimed that he couldn’t act against his corrupt predecessors and partners due to political compulsions. The BJP spent Rs.25 crore on the advertisement campaigns in Haryana and Maharashtra including Rs.50 lakh for the telecast of Prime Minister Narendra Modi’s Madison Square garden speech which was aired on seven Marathi television channels.

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Types of Creative Thinking

There are  four types of creative thinking,

1. Reframing

Reframing opens up creative possibilities by changing our interpretation of an event, situation, behaviour, person or object.

Think about a time when we changed our opinion of somebody. Maybe we  saw them as ‘difficult’ or ‘unpleasant’ because of the way they behaved towards us  only to discover a reason for that behaviour that made we feel sympathetic towards them. So we ended up with an image of them as ‘struggling’ or ‘dealing with problems’ rather than bad.

Or what about a time when you experienced a big disappointment, only to discover an opportunity which emerged from it. As the old saying goes, ‘when one door closes, another opens’.

Reframes, the essential nature of the person, object or event didn’t change — only our perception of them. When we exchanged an old frame for a new one, things looked very different.

Creative frames of reference

Here are some frames to help us generate creative solutions. Meaning — what else could this mean?

·         Context — where else could this be useful?

·         Learning — what can I learn from this?

·         Humour — what’s the funny side of this?

·         Solution — what would I be doing if I’d solved the problem? Can I start doing any of that right now?

·         Silver lining — what opportunities are lurking inside this problem?

·         Points of view — how does this look to the other people involved?

·         Creative heroes — how would one of my creative heroes approach this problem?

 

2. Mind Mapping

When we make notes or draft ideas in conventional linear form, using sentences or bullet points that follow on from each other in a sequence, it’s easy to get stuck because we  are trying to do two things at once: (1) get the ideas down on paper and (2) arrange them into a logical sequence.

Mind mapping sidesteps this problem by allowing you to write ideas down in an associative, organic pattern, starting with a key concept in the centre of the page, and radiating out in all directions, using lines to connect related ideas. It’s easier to ‘splurge’ ideas onto the page without having to arrange them all neatly in sequence. And yet an order or pattern does emerge, in the lines connecting related ideas together in clusters.

Because it involves both words and a visual layout, it has been claimed that mind mapping engages both the left and right hemispheres of the brain, leading to a more holistic and imaginative style of thinking. A mind map can also aid learning by showing the relationships between different concepts and making them easier to memorize.

Visual approaches to generating and organising ideas have been used for centuries, and some pages of Leonardo da Vinci’s notebooks are often cited as the inspiration for modern mind maps. Tony Buzan is the leading authority on mind mapping. Among his tips for getting the most out of the technique are:

·         Start in the centre of the page

·         The lines should be connected and radiate out from the central concept

·         Use different colours for different branches of the mind map

·         Use images and symbols to bring the concepts to life and make them easier to remember

 

3. Insight

The word insight has several different meanings, but in the context of creative thinking it means an idea that appears in the mind as if from nowhere, with no immediately preceding conscious thought or effort. It’s the proverbial ‘Aha!’ or ‘Eureka!’ moment, when an idea pops into your mind out of the blue.

There are many accounts of creative breakthroughs made through insight, from Archimedes in the bath tub onwards. All of them follow the same basic pattern:

1.     Working hard to solve a problem.

2.   Getting stuck and/or taking a break.

3.   A flash of insight bringing the solution to the problem.

The neuroscience of insight

Recent research by neuroscientists has validated the subjective descriptions given by creators. It has also thrown up some interesting discoveries.

Although it may look (and even feel) as though you are doing nothing in the moments before an insight emerges, brain scans have shown that your brain is actually working harder than when you are trying to reason through a problem with ‘hard’ thinking:

So if anyone accuses you of being idle next time they see you staring out the window or strolling in the park, point them to the research!

Neuroscience has also revealed that the right hemisphere of the brain — long associated with holistic thinking, as opposed to the more logical left hemisphere) — is strongly involved in the production of insights. Another finding is that you are more likely to have an insight when you feel happier than when you feel anxious. So maybe suffering for your art isn’t such a good idea after all!

According to David Rock, self-awareness is a key to unlock insight. It’s important to recognise when you get stuck on a problem and instead of trying to push through it by working harder, deliberately slow down, calm your mind and allow your thoughts to wander. Rock also points out that every insight comes with a burst of energy and enthusiasm that helps you put it into action.

How to Have an Insight

In a book published over fifty years ago, advertising copywriter James Webb Young outlined A Technique for Producing Ideas which dovetails neatly with the accounts of creators and the discoveries of modern neuroscience. He describes his own practice in coming up with ideas for advertisements, which he distils into a four step sequence:

1.     Gathering knowledge — through both constant effort to expand your general knowledge and also specific research for each project.

2.   Hard thinking about the problem — doing your best to combine the different elements into a workable solution. Young emphasises the importance of working yourself to a standstill, when you are ready to give up out of sheer exhaustion.

3.   Incubation — taking a break and allowing the unconscious mind to work its magic. Rather than simply doing nothing, 

4. Creative Flow

creative flow — and concluded that it is very highly correlated with outstanding creative performance. In other words, it doesn’t just feel good — it’s a sign that you’re working at your best, producing high-quality work.

 nine essential characteristics of flow:

1.     There are clear goals every step of the way. Knowing what you are trying to achieve gives your actions a sense of purpose and meaning.

2.   There is immediate feedback to your actions. Not only do you know what you are trying to achieve, you are also clear about how well you are doing it. This makes it easier to adjust for optimum performance. It also means that by definition flow only occurs when you are performing well.

3.   There is a balance between challenges and skills. If the challenge is too difficult we get frustrated; if it is too easy, we get bored. Flow occurs when we reach an optimum balance between our abilities and the task in hand, keeping us alert, focused and effective.

4.   Action and awareness are merged. We have all had experiences of being in one place physically, but with our minds elsewhere — often out of boredom or frustration. In flow, we are completely focused on what we are doing in the moment. Our thoughts and actions become automatic and merged together — creative thinking and creative doing are one and the same.

5.    Distractions are excluded from consciousness. When we are not distracted by worries or conflicting priorities, we are free to become fully absorbed in the task.

6.   There is no worry of failure. A single-minded focus of attention means that we are not simultaneously judging our performance or worrying about things going wrong.

7.    Self-consciousness disappears. When we are fully absorbed in the activity itself, we are not concerned with our self-image, or how we look to others. While flow lasts, we can even identify with something outside or larger than our sense of self — such as the painting or writing we are engaged in, or the team we are playing in.

8.   The sense of time becomes distorted. Several hours can fly by in what feels like a few minutes, or a few moments can seem to last for ages.

9.   The activity becomes ‘autotelic’ – meaning it is an end in itself. Whenever most of the elements of flow are occurring, the activity becomes enjoyable and rewarding for its own sake. This is why so many artists and creators report that their greatest satisfaction comes through their work. As Noel Coward put it, “Work is more fun than fun”.

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EFFECTS ON KNOWLEDGE AND ATTITUDES

 This section involve the measurement of both behavior and attitudes.

We will examine five topics that have generated the most research interest:

• 1.                                                   the role of the media in socialization,
• 2.                                                   cultivation analysis,
• 3.                                                   the impact of TV advertising on children,
• 4.                                                   agenda setting, and
• 5.                                                   media exposure and cognitive skills.

Media and Socialization

we defined socialization as the ways in which an individual comes to adopt the behavior and values of a group. Socialization is a complex process extending over a number of years and involving various people and organizations, called agencies of socialization, who contribute in some degree to the socialization process.  

the media, especially  television, may play an important role in socialization when it comes to certain topics. Let us now look at evidence pinpointing some of these areas.

>> The Media as a Primary Source of Information

Learning is an important part of the socialization process, and the media serve as important sources of information for a wide range of topics, especially politics and public affairs. For example, a survey of sixth and seventh graders found that 80 percent named a mass medium as the source of most information about the presi­dent and vice president, 60 percent named a mass medium as the primary source of information .

Other research has shown that the media, primarily TV, serve as primary information sources for many age groups about a wide range of topics.

>> Shaping Attitudes, Perceptions, and Beliefs

The mass media also play an important role in the transmission of attitudes, per­ceptions, and beliefs. Several writers have suggested that, under certain condi­tions, the media (especially TV) may become important socialization agencies in determining the attitudes of young people. Specifically, TV will be an influential force when the following factors are operative:

All this means that, under certain conditions, TV will be an influential force in shaping what children think about certain topics. Moreover, they have specified some of the effects that may result when television does the socializing.

Creating Stereotypes In the study of media socialization, it is helpful to identify consistent themes or stereotypes present in media content. For instance, some 90 percent of TV crimes were solved; real-life law enforcement agencies are not nearly as effective.                                                                                             Television also over represents violent crimes, such as murder, rape, and armed robbery.Portrayed in the mass media. Islam men were typically portrayed main negative stereo­types: (1) terrorist, (2) arrogant

 Cause of certain attitudes

some experimental evidence points to the media as the cause of certain attitudes, we cannot entirely rate out other interpretations. Nevertheless, it is likely that the link between media exposure and certain attitudes demonstrates reciprocal causa­tion. What this means is best shown by an example. Watching violent TV shows might cause a youngster to hold favorable attitudes toward aggression. These favorable attitudes might then prompt him or her to watch more violent TV, which, in turn, might encourage more aggressive attitudes, and so on. The two factors might be said to be mutually causing one another.

The Absence of Alternative Information

Although televi­sion can affect young people's attitudes about matters for which the environment fails to provide firsthand experience or alternative sources of information. 

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