UGC NET Mass Communication and Journalism Solved Paper
UGC-NET/JRF Examination, 2012
(Held in June 2012)
Mass Communication and Journalism (Paper-II)
1. The Shannon and Weaver model of communication is–
(A) Modular (B) Circular
(C) Linear (D) Non-linear
Ans : (C)
2. The medium that has the widest reach in India is–
(A) Print (B) Radio
(C) Television (D) Internet
Ans : (B)
3. The Surgeon-General’s report focused on the impact of television violence on–
(A) youth (B) women
(C) children (D) ethnic minorities
Ans : (C)
4. The ‘Limited effects’ model of mass communication was a counter to–
(A) ABX model (B) Circular model
(C) Diffusion model (D) Hypodermic needle model
Ans : (D)
5. The issue of monopoly press was debated extensively during the Prime Ministership of–
(A) Jawaharlal Nehru (B) Indira Gandhi
(C) I. K. Gujral (D) H. D. Deve Gowda
Ans : (B)
6. The code of ethics drawn in 1978 was a form of self-censorship by–
(A) The Indian Languages Newspaper Association
(B) The Advertising Standards Council of India
(C) The All-India Newspaper Editors’ Conference
(D) The Editors’ Guild
Ans : (C)
7. A licence in copyright matters creates in the license–
(A) public right (B) personal right
(C) proprietory right (D) statutory right
Ans : (B)
8. The distinction of being the editor of two major English newspapers, The Times of India and the Statesman was held by–
(A) Robert Knight (B) James Bryce
(C) Peter Reed (D) Rudyard Kipling
Ans : (A)
9. The community radio concept is identified with–
(A) broadcasting (B) narrowcasting
(C) personalcasting (D) podcasting
Ans : (B)
10. One of the major recommendations of the First Press Commission of India was I introduction of–
(A) Price-page schedule
(B) Right to Information Act
(C) Press freedom as a constitutional guarantee
(D) Codification of journalistic privileges
Ans : (A)
11. The communication theory of developmental communication emphasized–
(A) top-down communication (B) mechanistic communication
(C) epistemological approach (D) extensive demonstrations
Ans : (C)
12. A strategy that is integrated into communication for development is–
(A) religious lecture (B) social marketing
(C) propaganda (D) rural publicity
Ans : (B)
13. The middle range theory of communication was advocated by–
(A) John Fiske (B) Robert Merton
(C) Karl Marx (D) M. S. Archer
Ans : (B)
14. F. R. Leavis stressed on ……………… of media text.
(A) practical criticism (B) inter-relatedness
(C) transience (D) commercial elements
Ans : (A)
15. A universal generalisation is the main feature of ………………explanation.
(A) purposive (B) accidental
(C) inductive (D) deductive
Ans : (D)
16. The Likert scale is used to find out ………………of items selected.
(A) the argumentative structure (B) the meaning
(C) the objectives (D) the discriminative power
Ans : (D)
17. In the two-way symmetric model of public relations, the model of communication used is–
(A) person-to-person (B) group-to-group
(C) person-to-group (D) group-to-person
Ans : (B)
18. The single-sheet advertisements printed on one-side are known as–
(A) brochures (B) fliers
(C) leaflets (D) posters
Ans : (B)
19. Multi-tasking in journalism is due to–
(A) media globalization (B) economic liberalisation
(C) social integration (D) technology convergence
Ans : (D)
20. After determining its advertising objectives, a company has to set ………………for each product.
(A) advertising strategies (B) advertising budget
(C) advertising format (D) advertisement positioning
Ans : (B)
21. Which of the following is the combination of sound bite and stand up ?
(A) Package (B) Talking heads
(C) Voice-over (D) Supers
Ans : (A)
22. The social network medium that has gone for global IPO recently is–
(A) Facebook (B) Twitter
(C) Orkut (D) Youtube
Ans : (A)
23. The soviet media theory had its roots in–
(A) Italian Fascist philosophy
(B) Free enterprise approach of the west
(C) German ideology
(D) Japanese imperialist edicts
Ans : (C)
24. The readability tests, Fog Index and Reading. Ease score, were first employed by–
(A) newspapers (B) syndicates
(C) television networks (D) news agencies
Ans : (D)
25. The television news writing these days includes–
(A) hyperboles (B) non-sequiturs
(C) gender-neutral words (D) uncommon abbreviations
Ans : (C)
26. Assertion (A) : Small and Medium newspapers in India will have bleak future with the corporatisation of mass media.
Reason (R) : The Union Government has not declared media business as an industry and It is responsible for their bleak future.
(A) Both (A) and (R) are true
(B) Both (A) and (R) are true, but (R) is not the correct explanation of (A)
(C) (A) is true, but (R) is false
(D) (A) is false, but (R) is true
Ans : (B)
27. Assertion (A) : The print media in India are registering increase in circulation unlike the developed countries.
Reason (R) : Increased literacy and expanding market have contributed for consolidation of print media.
(A) Both (A) and (R) are true
(B) Both (A) and (R) are true, but (R) is not the correct explanation of (A)
(C) (A) is true, but (R) is false
(D) (A) is false, but (R) is true
Ans : (A)
28. Assertion (A) : The Right to Information has created hurdles for good governance in India.
Reason (R) : The Right to Information has become a credible source of news! for mass media for investigative journalism.
(A) Both (A) and (R) are true
(B) Both (A) and (R) are true, but (R) is not the correct explanation of (A)
(C) (A) is true, but (R) is false
(D) (A) is false, but (R) is true
Ans : (D)
29. Assertion (A) : Social networking can make the Indian political class watchful and refrain from getting involved in misdeeds.
Reason (R) : Social media have made the Arab spring possible and hence, the Indian political class is cautious.
(A) Both (A) and (R) are true
(B) Both (A) and (R) are true, but (R) is not the correct explanation of (A)
(C) (A) is true, but (R) is false
(D) (A) is false, but (R) is true
Ans : (B)
30. Assertion (A) : The Government has made legislations on corporate social responsibility for effective community relations.
Reason (R) : The corporate giants must do their bit for national development.
(A) Both (A) and (R) are true
(B) Both (A) and (R) are true, but (R) is not the correct explanation of (A)
(C) (A) is true, but (R) is false
(D) (A) is false, but (R) is true
Ans : (D)
31. Assertion (A) : The Press Council of India must be converted into a media council is a matter of opinion.
Reason (R) : Since the reach and access of electronic media have increased tremendously, there are issues to be considered involving all of them.
(A) Both (A) and (R) are true,
(B) Both (A) and (R) are true, but (R) is not the correct explanation of (A)
(C) (A) is true, but (R) is false
(D) (A) is false, but (R) is true
Ans : (A)
32. Assertion (A) : The obsession of Indian print media with politics is a historical legacy.
Reason (R) : Because many political leaders were associated with newspapers to advocate the cause of freedom before 1947.
(A) Both (A) and (R) are true
(B) Both (A) and (R) are true, but (R) is not the correct explanation of (A)
(C) (A) is true, but (R) is false
(D) (A) is false, but (R) is true
Ans : (A)
33. Assertion (A) : In times of global recession, paid news is a supplementary source of revenue for media houses in India.
Reason (R) : Media houses in India have been experiencing increased production cost and staff wages in the last few years.
(A) Both (A) and (R) are true
(B) Both (A) and (R) are true, but (R) is not the correct explanation of (A)
(C) (A) is true, but (R) is false
(D) (A) is false, but (R) is true
Ans : (D)
34. Assertion (A) : Editing is a lost art in print journalism.
Reason (R) : These days, language precision is not a qualification for recruitment by news-papers.
(A) Both (A) and (R) are true
(B) Both (A) and (R) are true, but (R) is not the correct explanation of (A)
(C) (A) is true, but (R) is false
(D) (A) is false, but (R) is true
Ans : (C)
35. Assertion (A) : The new inter- national information and communication order is a dead horse in a unipolar world.
Reason (R) : The developing countries do not opt for policy initiatives to strengthen the global efforts for anew international and communication order.
(A) Both (A) and (R) are true
(B) Both (A) and (R) are true, but (R) is not the correct explanation of (A)
(C) (A) is true, but (R) is false
(D) (A) is false, but (R) is true
Ans : (A)
36. Identify the chronological sequence of the following communication theorists.
(A) Harold Lasswell, Shannon and Weaver, Theodore New-comb, Elisabeth Noelle Neuman
(B) Shannon and Weaver, Theodore Newcomb, Elisabeth Noelle Newman, Harold Lasswell
(C) Theodore Newcomb, Elisabeth Noelle Newman, Harold Lasswell, Shannon and Weaver
(D) Shannon and weaver, Theodore Newcomb, Elisabeth Noelle Newman, Harold Lasswell
Ans : (A)
37. Identify the proper sequence of the films given below in terms of their historicity–
(A) Swayamvaram, Coolie, Slumdog Millionaire, Pather Panchali
(B) Pather Panchali, Swayamvaram, Coolie, Slumdog Millionaire
(C) Coolie, Slumdog Millionaire, Swyamvaram, Pather Parichali
(D) Slumdog Millionaire, Coolie, Swayamvaram, Pather Panchali
Ans : (B)
38. Identify the sequence of the following developmental models chronologically–
(A) Diffusion of innovation, dependency, multiplicity, modernization
(B) Modernization, diffusion of innovation, dependency, multiplicity
(C) Multiplicity, modernization, diffusion of innovation, dependency
(D) Dependency, multiplicity, diffusion of innovation, modernization
Ans : (B)
39. Identify the correct sequence of following magazines in terms of their circulation–
(A) India Today, Sarita, Kangumum, Kumudam
(B) Sarita, Kumudum, Kungumum, India Today
(C) Kumudum, Kungumum, India Today, Sarita
(D) India Today, Kungumum, Kumudum, Sarita
Ans : (D)
40. Identify the correct sequence of the following laws of the press–
(A) Right to Information Act, Copyright Act, Official Secrets Act, Contempt of Courts Act
(B) Copyright Act, Official Secrets Act, Contempt of Courts Act, Right to Information Act
(C) Official Secrets Act, Copyright Act, Contempt of Courts Act, Right to Information Act
(D) Contempt of Courts Act, Copyright Act, Right to Information Act, Official Secrets Act
Ans : (C)
41. Match the List-I with List-II
List-I
(a) Bob Wood word (b) Kuldeep Nayyar
(c) Khuswant Singh (d) Arun Shourie
List-II
1. With malice to one and all 2. Editor of Indian Express
3. Investigative Reporting 4. Between the Lines
Codes :
(a) (b) (c) (d)
(A) 3 4 1 2
(B) 2 1 4 3
(C) 1 2 4 3
(D) 4 1 3 2
Ans : (A)
42. Match the List-I with List-II
List-I
(a) Banner (b) Sedition
(c) Berliner (d) Swadesh mitran
List-II
1. Emergency 2. Headlines
3. Independence 4. Newspaper format
Codes:
(a) (b) (c) (d)
(A) 2 1 4 3
(B) 3 4 1 2
(C) 1 2 4 3
(D) 4 1 3 2
Ans : (A)
43. Match the List-I with List-II–
List-I
(a) Shobha De (b) Barkha Dutt
(c) Aswini Sarin (d) K. A. Abbas
List-II
1. Antagonist of Censorship 2. Columnist
3. T. V. Anchor 4. Investigative reporting
Codes:
(a) (b) (c) (d)
(A) 1 4 3 2
(B) 2 3 4 1
(C) 3 2 1 4
(D) 4 1 2 3
Ans : (B)
44. Match the List-I with List-II–
List-I
(a) Coffingates (b) 2G Spectrum expose
(c) Television (d) MacBride Commission
List-II
1. B. G. Verghese 2. Gopikrishnan
3. Tarun Tejpal 4. Pranav Roy
Codes:
(a) (b) (c) (d)
(A) 3 4 1 2
(B) 3 2 4 1
(C) 1 2 3 4
(D) 4 3 2 1
Ans : (B)
45. Match the List-I with List-II–
List-I
(a) DAVP (b) ABC
(c) INS (d) NWICO
List-II
1. International news flow 2. Association
3. Certification 4. Publicity
Codes:
(a) (b) (c) (d)
(A) 2 3 4 3
(B) 1 2 3 4
(C) 4 3 2 1
(D) 3 4 1 2
Ans : (C)
Directions-(Q. 46-50) Read the following passage and answer–
The term ‘ethnomethodology’ was thought up by a distinguished sociologist, Harold Garfinkel. In an article titled ‘The origins of the term ‘Ethnomethodology’, Garfinkel explains, how he thought up the name–
‘Ethno’ seemed to refer, some-how or other, to the availability to a member of commonsense knowledge of his society as commonsense knowledge of the ‘whatever’. If it were ethno-botany, then it had to do somehow or other with his knowledge of and his grasp of what were for members adequate methods of dealing with botanical matters. Someone from another society, like an anthropologist in this case, world recognize the matters as botanical matters. The member would employ ethnobotany as adequate grounds of inference and action in the conduct of his own affairs in the company of others like him. It was that plain, and the notion of ‘ethnomethodology’ or the term’ ethnomethodology’ was taken in this sense……
Thus, ethnomethodology is interested in how people think and act in everyday life situations, in contrast to, for example, laboratory experiments or focus groups or other situations in which people recognize that they are, one way or another, being studied. ‘Commonsense’ becomes a subject of inquiry, not just a’ given’ that is neglected for other concerns.
These interests of ethnomethodologists have implications for advertising, in that advertisers want to know how people make sense of the world and how they react to ‘Commonsense’ appeals. Advertisers want to be able to ‘reach’ targeted segments of the population and to influence them, which means advertisers want to understand people’s, grounds for inference’. Thus, ethnomethodology has important implications when it comes to making commercials and print advertisements.
Ethnomethodologists assume that people have common under-standings–which they don’t always articulate–and this leads ethnomethodologists to examine how people reason and what’s behind their everyday activities. It isn’t easy to find these common understandings or to determine, how people reason ...
The question arises now How can we use ethnomethodology in our research in communication and media analysis ? Let me suggest a few answers to this question.
What ethnomethbdology provides us, we must remember, is a way of studying the codes and unconscious belief systems that lie behind our utterances and everyday actions. We can adopt Ethnomethodological approaches to the media by asking the same questions. Ethnomethodologists ask–not about conversation, but about dialogue in films and television shows, lyrics in songs, and similar phenomena.
There are differences between the analysis of dialogue in media and the analyses that ethnomethodologists make of real-world conversations in that dialogue in mass- mediated texts is created by writers. In a sense, therefore, when we do research on dialogue in a film or other mass-mediated text, we are dealing with a writer’s perception of the world, but because writers create texts for large numbers of people, who presumably share their perceptions, we can assume that analyzing dialogue in mediated texts is not that different from analyzing dialogue in everyday situations.
46. What is meant by ethnomethodology?
(A) Special sociological research method
(B) Study of a particular group
(C) Ways and methods applied to study the commonsense knowledge of a person about the society
(D) Study of tribal culture
Ans : (C)
47. Why do the advertisers show interest in ethnomethodology ?
(A) To have good understanding about ethnic groups
(B) To know, how people make sense of their surrounding and what influences their decisionmaking
(C) To create a market
(D) To make an ad copy
Ans : (B)
48. What do ethnomethodologists examine ?
(A) The activities of people
(B) The articulations of people
(C) The cultural rules of the society
(D) The reasoning process of people and their activities
Ans : (D)
49. What are the units the ethnomethodologists study in films and TV shows ?
(A) Dialogues and lyrics (B) All sounds and music
(C) The main conversations (D) The themes and sub-themes
Ans : (A)
50. Why do mediated text and everyday conversation are assumed to be the same ?
(A) There is no difference between the real life and television drama
(B) Mass media and reality shown in TV emanate from the same society
(C) The perception of the writer about the world and the real life is considered to be the same
(D) The perception of the people as assumed and shared by the writer and the reality are the same
Ans : (D)
Reason (R) : The Union Government has not declared media business as an industry and It is responsible for their bleak future.
(A) Both (A) and (R) are true
(B) Both (A) and (R) are true, but (R) is not the correct explanation of (A)
(C) (A) is true, but (R) is false
(D) (A) is false, but (R) is true
Ans : (B)
27. Assertion (A) : The print media in India are registering increase in circulation unlike the developed countries.
Reason (R) : Increased literacy and expanding market have contributed for consolidation of print media.
(A) Both (A) and (R) are true
(B) Both (A) and (R) are true, but (R) is not the correct explanation of (A)
(C) (A) is true, but (R) is false
(D) (A) is false, but (R) is true
Ans : (A)
28. Assertion (A) : The Right to Information has created hurdles for good governance in India.
Reason (R) : The Right to Information has become a credible source of news! for mass media for investigative journalism.
(A) Both (A) and (R) are true
(B) Both (A) and (R) are true, but (R) is not the correct explanation of (A)
(C) (A) is true, but (R) is false
(D) (A) is false, but (R) is true
Ans : (D)
29. Assertion (A) : Social networking can make the Indian political class watchful and refrain from getting involved in misdeeds.
Reason (R) : Social media have made the Arab spring possible and hence, the Indian political class is cautious.
(A) Both (A) and (R) are true
(B) Both (A) and (R) are true, but (R) is not the correct explanation of (A)
(C) (A) is true, but (R) is false
(D) (A) is false, but (R) is true
Ans : (B)
30. Assertion (A) : The Government has made legislations on corporate social responsibility for effective community relations.
Reason (R) : The corporate giants must do their bit for national development.
(A) Both (A) and (R) are true
(B) Both (A) and (R) are true, but (R) is not the correct explanation of (A)
(C) (A) is true, but (R) is false
(D) (A) is false, but (R) is true
Ans : (D)
31. Assertion (A) : The Press Council of India must be converted into a media council is a matter of opinion.
Reason (R) : Since the reach and access of electronic media have increased tremendously, there are issues to be considered involving all of them.
(A) Both (A) and (R) are true,
(B) Both (A) and (R) are true, but (R) is not the correct explanation of (A)
(C) (A) is true, but (R) is false
(D) (A) is false, but (R) is true
Ans : (A)
32. Assertion (A) : The obsession of Indian print media with politics is a historical legacy.
Reason (R) : Because many political leaders were associated with newspapers to advocate the cause of freedom before 1947.
(A) Both (A) and (R) are true
(B) Both (A) and (R) are true, but (R) is not the correct explanation of (A)
(C) (A) is true, but (R) is false
(D) (A) is false, but (R) is true
Ans : (A)
33. Assertion (A) : In times of global recession, paid news is a supplementary source of revenue for media houses in India.
Reason (R) : Media houses in India have been experiencing increased production cost and staff wages in the last few years.
(A) Both (A) and (R) are true
(B) Both (A) and (R) are true, but (R) is not the correct explanation of (A)
(C) (A) is true, but (R) is false
(D) (A) is false, but (R) is true
Ans : (D)
34. Assertion (A) : Editing is a lost art in print journalism.
Reason (R) : These days, language precision is not a qualification for recruitment by news-papers.
(A) Both (A) and (R) are true
(B) Both (A) and (R) are true, but (R) is not the correct explanation of (A)
(C) (A) is true, but (R) is false
(D) (A) is false, but (R) is true
Ans : (C)
35. Assertion (A) : The new inter- national information and communication order is a dead horse in a unipolar world.
Reason (R) : The developing countries do not opt for policy initiatives to strengthen the global efforts for anew international and communication order.
(A) Both (A) and (R) are true
(B) Both (A) and (R) are true, but (R) is not the correct explanation of (A)
(C) (A) is true, but (R) is false
(D) (A) is false, but (R) is true
Ans : (A)
36. Identify the chronological sequence of the following communication theorists.
(A) Harold Lasswell, Shannon and Weaver, Theodore New-comb, Elisabeth Noelle Neuman
(B) Shannon and Weaver, Theodore Newcomb, Elisabeth Noelle Newman, Harold Lasswell
(C) Theodore Newcomb, Elisabeth Noelle Newman, Harold Lasswell, Shannon and Weaver
(D) Shannon and weaver, Theodore Newcomb, Elisabeth Noelle Newman, Harold Lasswell
Ans : (A)
37. Identify the proper sequence of the films given below in terms of their historicity–
(A) Swayamvaram, Coolie, Slumdog Millionaire, Pather Panchali
(B) Pather Panchali, Swayamvaram, Coolie, Slumdog Millionaire
(C) Coolie, Slumdog Millionaire, Swyamvaram, Pather Parichali
(D) Slumdog Millionaire, Coolie, Swayamvaram, Pather Panchali
Ans : (B)
38. Identify the sequence of the following developmental models chronologically–
(A) Diffusion of innovation, dependency, multiplicity, modernization
(B) Modernization, diffusion of innovation, dependency, multiplicity
(C) Multiplicity, modernization, diffusion of innovation, dependency
(D) Dependency, multiplicity, diffusion of innovation, modernization
Ans : (B)
39. Identify the correct sequence of following magazines in terms of their circulation–
(A) India Today, Sarita, Kangumum, Kumudam
(B) Sarita, Kumudum, Kungumum, India Today
(C) Kumudum, Kungumum, India Today, Sarita
(D) India Today, Kungumum, Kumudum, Sarita
Ans : (D)
40. Identify the correct sequence of the following laws of the press–
(A) Right to Information Act, Copyright Act, Official Secrets Act, Contempt of Courts Act
(B) Copyright Act, Official Secrets Act, Contempt of Courts Act, Right to Information Act
(C) Official Secrets Act, Copyright Act, Contempt of Courts Act, Right to Information Act
(D) Contempt of Courts Act, Copyright Act, Right to Information Act, Official Secrets Act
Ans : (C)
41. Match the List-I with List-II
List-I
(a) Bob Wood word (b) Kuldeep Nayyar
(c) Khuswant Singh (d) Arun Shourie
List-II
1. With malice to one and all 2. Editor of Indian Express
3. Investigative Reporting 4. Between the Lines
Codes :
(a) (b) (c) (d)
(A) 3 4 1 2
(B) 2 1 4 3
(C) 1 2 4 3
(D) 4 1 3 2
Ans : (A)
42. Match the List-I with List-II
List-I
(a) Banner (b) Sedition
(c) Berliner (d) Swadesh mitran
List-II
1. Emergency 2. Headlines
3. Independence 4. Newspaper format
Codes:
(a) (b) (c) (d)
(A) 2 1 4 3
(B) 3 4 1 2
(C) 1 2 4 3
(D) 4 1 3 2
Ans : (A)
43. Match the List-I with List-II–
List-I
(a) Shobha De (b) Barkha Dutt
(c) Aswini Sarin (d) K. A. Abbas
List-II
1. Antagonist of Censorship 2. Columnist
3. T. V. Anchor 4. Investigative reporting
Codes:
(a) (b) (c) (d)
(A) 1 4 3 2
(B) 2 3 4 1
(C) 3 2 1 4
(D) 4 1 2 3
Ans : (B)
44. Match the List-I with List-II–
List-I
(a) Coffingates (b) 2G Spectrum expose
(c) Television (d) MacBride Commission
List-II
1. B. G. Verghese 2. Gopikrishnan
3. Tarun Tejpal 4. Pranav Roy
Codes:
(a) (b) (c) (d)
(A) 3 4 1 2
(B) 3 2 4 1
(C) 1 2 3 4
(D) 4 3 2 1
Ans : (B)
45. Match the List-I with List-II–
List-I
(a) DAVP (b) ABC
(c) INS (d) NWICO
List-II
1. International news flow 2. Association
3. Certification 4. Publicity
Codes:
(a) (b) (c) (d)
(A) 2 3 4 3
(B) 1 2 3 4
(C) 4 3 2 1
(D) 3 4 1 2
Ans : (C)
Directions-(Q. 46-50) Read the following passage and answer–
The term ‘ethnomethodology’ was thought up by a distinguished sociologist, Harold Garfinkel. In an article titled ‘The origins of the term ‘Ethnomethodology’, Garfinkel explains, how he thought up the name–
‘Ethno’ seemed to refer, some-how or other, to the availability to a member of commonsense knowledge of his society as commonsense knowledge of the ‘whatever’. If it were ethno-botany, then it had to do somehow or other with his knowledge of and his grasp of what were for members adequate methods of dealing with botanical matters. Someone from another society, like an anthropologist in this case, world recognize the matters as botanical matters. The member would employ ethnobotany as adequate grounds of inference and action in the conduct of his own affairs in the company of others like him. It was that plain, and the notion of ‘ethnomethodology’ or the term’ ethnomethodology’ was taken in this sense……
Thus, ethnomethodology is interested in how people think and act in everyday life situations, in contrast to, for example, laboratory experiments or focus groups or other situations in which people recognize that they are, one way or another, being studied. ‘Commonsense’ becomes a subject of inquiry, not just a’ given’ that is neglected for other concerns.
These interests of ethnomethodologists have implications for advertising, in that advertisers want to know how people make sense of the world and how they react to ‘Commonsense’ appeals. Advertisers want to be able to ‘reach’ targeted segments of the population and to influence them, which means advertisers want to understand people’s, grounds for inference’. Thus, ethnomethodology has important implications when it comes to making commercials and print advertisements.
Ethnomethodologists assume that people have common under-standings–which they don’t always articulate–and this leads ethnomethodologists to examine how people reason and what’s behind their everyday activities. It isn’t easy to find these common understandings or to determine, how people reason ...
The question arises now How can we use ethnomethodology in our research in communication and media analysis ? Let me suggest a few answers to this question.
What ethnomethbdology provides us, we must remember, is a way of studying the codes and unconscious belief systems that lie behind our utterances and everyday actions. We can adopt Ethnomethodological approaches to the media by asking the same questions. Ethnomethodologists ask–not about conversation, but about dialogue in films and television shows, lyrics in songs, and similar phenomena.
There are differences between the analysis of dialogue in media and the analyses that ethnomethodologists make of real-world conversations in that dialogue in mass- mediated texts is created by writers. In a sense, therefore, when we do research on dialogue in a film or other mass-mediated text, we are dealing with a writer’s perception of the world, but because writers create texts for large numbers of people, who presumably share their perceptions, we can assume that analyzing dialogue in mediated texts is not that different from analyzing dialogue in everyday situations.
46. What is meant by ethnomethodology?
(A) Special sociological research method
(B) Study of a particular group
(C) Ways and methods applied to study the commonsense knowledge of a person about the society
(D) Study of tribal culture
Ans : (C)
47. Why do the advertisers show interest in ethnomethodology ?
(A) To have good understanding about ethnic groups
(B) To know, how people make sense of their surrounding and what influences their decisionmaking
(C) To create a market
(D) To make an ad copy
Ans : (B)
48. What do ethnomethodologists examine ?
(A) The activities of people
(B) The articulations of people
(C) The cultural rules of the society
(D) The reasoning process of people and their activities
Ans : (D)
49. What are the units the ethnomethodologists study in films and TV shows ?
(A) Dialogues and lyrics (B) All sounds and music
(C) The main conversations (D) The themes and sub-themes
Ans : (A)
50. Why do mediated text and everyday conversation are assumed to be the same ?
(A) There is no difference between the real life and television drama
(B) Mass media and reality shown in TV emanate from the same society
(C) The perception of the writer about the world and the real life is considered to be the same
(D) The perception of the people as assumed and shared by the writer and the reality are the same
Ans : (D)
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