UGC NET/JRF EXAM, Mass Communication and Journalism, June-2025

Total Questions: 100

21. Which one of the following is the lowest level of measurement?

Correct Answer: 1. Nominal Measurement Scale
Solution:This is the lowest level of measurement because it categorizes data into distinct groups without providing any order, numeric value, or quantitative meaning.

Nominal scales simply label variables-for example, gender, political party, or blood tyре-where categories are different but not ranked. Since no mathematical operations or comparisons of magnitude are possible, it represents the most basic and least informative form of measurement in research.

22. Cronbach's Alpha uses the analysis of variance approach to assess:

Correct Answer: 4. Internal consistency of a measure
Solution:Cronbach's Alpha evaluates how closely related the items in a test or questionnaire are, indicating whether they measure the same underlying construct.

Using an ANOVA-based approach, it assesses variance within items, between items, and shared variance to determine reliability.

A higher alpha value suggests that the items produce consistent responses, making the instrument dependable for psychological, communication, and social science research.

23. The study of different groups of people at different times from the same population is called:

Correct Answer: 4. Trend studies
Solution:This method studies different samples from the  same population at different points in time to observe patterns, shifts, or long-term changes
in attitudes, behaviors, or characteristics.

Unlike panel studies-where the same individuals are followed-trend studies draw new groups each time but from the same population framework.

This approach helps identify how societal trends evolve without tracking the same respondents repeatedly.

24. Sampling error indicates:

Correct Answer: 2. How close the data from a sample are to the population mean
Solution:Sampling error refers to the difference between a sample statistic and the true population parameter. It arises because a sample can never perfectly
represent the entire population due to randomness and size limitations.

The smaller the sampling error, the more accurately the sample reflects the population. Larger samples and proper sampling methods typically reduce this error and increase the precision of research findings.

25. Who is the author of the book "Headlines from Heartland"?

Correct Answer: 1. Sevanti Ninan
Solution:Sevanti Ninan authored "Headlines from the Heartland," a significant work examining the rise of regional language media in India, especially the Hindi press.

The book analyzes how rural and semi-urban regions shaped media consumption, political communication, and cultural identity.

Through detailed fieldwork and media analysis, Ninan highlights how vernacular journalism transformed public discourse, democratized media access, and reshaped India's communication landscape.

26. Who founded the newspaper Malayala Manoraта?

Correct Answer: 2. Kandathil Verughese Mappilai
Solution:Kandathil Verughese Mappilai founded Malayala Manorama in 1888 in Kottayam, Kerala. Не envisioned the newspaper as a platform for
social awareness, regional identity, and public education during a period of strong sociopolitical transformation.

Under his leadership, the publication emerged as a major voice for Malayalam-speaking readers. Over the decades, it grew rapidly, becoming one of India's largest circulating newspapers and a major media group with print, television, online, and radio platforms.

27. What is the term used to describe the process of adjusting the time of a video clip to match the beat of music track?

Correct Answer: 3. Beat matching
Solution:This term refers to adjusting the timing of a video clip so that its cuts, movements, or transitions align with the beats, rhythm, or tempo of a music track.

Beat matching is commonly used in music videos, promos, montages, and cinematic edits to create a strong sense of synchronization between sound and visuals.

When done well, it enhances emotional impact, improves pacing, and makes the overall viewing experience more dynamic and engaging. Editors often use waveform analysis and timeline markers to precisely match visual moments with musical beats.

28. Who proclaimed the credo of the press, 'comment is free but facts are sacred'?

Correct Answer: 3. С.Р. Scott
Solution:As the long-serving editor of The Guardian, C.Р. Scott articulated the famous journalistic principle "Comment is free, but facts are sacred" in 1921.

His statement emphasized that while opinions and commentary may vary, factual reporting must remain truthful, verified, and unbiased.

This credo became a foundational ethical guideline in journalism, reinforcing that the press has the freedom to interpret events but carries the responsibility to present accurate information.

Scott's philosophy continues to influence modern journalistic standards globally.

29. The term 'Artificial Intelligence' was coined by:

Correct Answer: 2. John McCarthy
Solution:John McCarthy introduced the term Artificial Intelligence in 1956 during the Dartmouth Conference, which is considered the birthplace of AI as a formal academic field.

McCarthy defined AI as the science and engineering of creating intelligent machines and conceptualized the idea that machines could simulate human thinking.

His contribution laid the groundwork for decades of research in machine learning, robotics, natural language processing, and modern computational intelligence.

30. Which was the first modern advertising agency established for advertisers?

Correct Answer: 3. N.W. Ayer and Son
Solution:Established in 1869, N.W. Ayer and Son is regarded as the first modern advertising agency created specifically to serve advertisers rather
than newspapers.

The agency pioneered many practices of modern advertising, including campaign planning, market research, and creative strategy.

Its innovation shaped the evolution of professional advertising, introducing structured client services and standardized ad creation methods.

N.W. Ayer and Son later became famous for iconic campaigns such as "A Diamond is Forever," influencing advertising worldwide.