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

Total Questions: 100

71. Identify the issue for which 'Cambridge Analytica' is in news:

Correct Answer: B. Data privacy
Solution:The Facebook—Cambridge Analytica data scandal was a major political scandal in early 2018 when it was revealed that Cambridge Analytica had harvested the personal data of millions of peoples’ Facebook profiles without their consent and used it for political advertising purposes.

It has been described as a watershed moment in the public understanding of personal data and precipitated a massive fall in Facebook’s stock price and calls for tighter regulation of tech companies’ use of personal data.

72. To which ethical theory the statement 'Do unto others as you would have them do unto you' belongs?

Correct Answer: A. Categorical imperatives
Solution:The most familiar version of the Golden Rule says, “Do unto others as you would have them do unto you.” Moral philosophy has barely taken notice of the golden rule in its own terms despite the rule’s prominence in commonsense ethics.

This article approaches the rule, therefore, through the rubric of building its philosophy, or clearing a path for such construction. The approach reworks common belief rather than elaborating an abstracted conception of the rule’s logic.

Working “bottom-up” in this way builds on social experience with the rule and allows us to clear up its long-standing misinterpretations. With those misconceptions gone many of the rule’s criticisms.

73. Which of the following does NOT fall in the purview of ASCI's code of self-regulation for advertisements?

Correct Answer: A. Not to be used for crass promotion in a monopolistic market
Solution:The advertising industry has a reasonably effective and efficient self-regulation mechanism. By self regulation it is meant that advertisements should be such that they do not violate the Code of self regulation, laid down by various statutes in India as well as abroad.

This is done in order to maintain honesty and truthfulness in the advertisement of products and services shown to prospective customers with a view to attract them towards their goods.

It is rightly said Advertising is essentially a thing to induce consumption to make people buy things they do not want. In such a process, advertisements tend to mislead people, so that they buy things they really do not need.

The Advertising Standards Council of India (ASCI) (1985) has adopted a Code of Self-Regulation in Advertising. It is a commitment to honest advertising and to fair competition in the market-place.

It stands for the protection of the legitimate interests of consumers and all concerned with advertising - advertisers, media, advertising agencies and others who help in the creation or placement of advertisements. As the Code becomes increasingly accepted and observed actively, three things will begin to happen.
• Fewer false, misleading claims
• Fewer unfair advertisements
• Increasing respectability

74. Which of the following CANNOT be included in pitfalls of copywriting?

Correct Answer: B. Double meaning phrases

75. Visual stimuli which indicate relationships but not necessarily affect a response are called:

Correct Answer: D. a shot
Solution:Visual stimuli which indicate relationships but not necessarily affects a response are called an index.

Visual stimuli are the most basic aspect of the experimental protocol, and often the most critical one as the choice of stimuli and of their parameters may define and limit the scope of your experiments. Psychomatrix provides convenient tools to specify their spatial, temporal, and chromatic properties.

76. In which development communication model people are expected to solve their own problems?

Correct Answer: B. Organic model
Solution:The ‘Open Sky’ policy led to the rapid spread of cable and satellite networks in India in the early 1990s because the policy was due to the restructuring of the Indian economy with a focus on globalisation.

Open sky refers to an agreement between two countries to allow any number of airlines to fly from either of them without any restriction on number of flights, number of destinations, number of seats, price and so on. However, this is a general definition. In actual practice, there are always some restrictions.

77. Assertion (A): The 'Open Sky' policy led to the rapid spread of cable and satellite networks in India in the early 1990s.

Reason (R) : The policy was due to the restructuring of the Indian economy with a focus on globalisation.

Choose the appropriate option from the following:

Correct Answer: A. Both (A) and (R) are true, and (R) is the correct explanation of (A)
Solution:The structuralist impact of advertising is drawn from critical political theories because the new business practices and market research approaches have their own role to play in this regard.

Since the emergence of “critical” media studies in the 1970’s, a substantial literature has developed that examines and questions the role of mass communications and advertising within the institutional structures of contemporary capitalist societies.

In contrast to “administrative” media studies that focus on how to use mass communications within the given political economic order to influence audiences, sell products,

and promote politicians, critical research has addressed the social and cultural effects of mass communications and their role in perpetuating an unjust social order.

One facet of critical analyses of advertising—exemplified by Goffman’s Gender Advertisements, Williamson’s Decoding Advertisements, Andren, et al.

’s Rhetoric and Ideology in Advertising—has examined the content and structure of advertisements for their distorted communications and ideological impact.

Employing semiotics and/or content analysis, numerous critical studies working at the micro level have examined how advertising’s mass communications “persuade” or “manipulate” consumers.

78. Assertion (A): The structuralist impact of advertising is drawn from critical political theories.

Reason (R) : The new business practices and market research approaches have their own role to play in this regard.

Choose the appropriate option from the following:

Correct Answer: A. Both (A) and (R) are true, and (R) is the correct explanation of (A)

79. Which of the following is NOT a function of marketing services department of an ad agency?

Correct Answer: C. Backend operations
Solution:

An advertising agency is composed of creative and business people—the writers and artists, showmen and market analysts, merchandising and research people, advertising specialists of all sorts.

But with all this, they are business people, running an independent business, financially responsible, applying their creative skills to the business of helping to make their clients advertising succeed.

The work that advertising agencies do is described in the “Agency Service Standards” of the American Association of Advertising Agencies.

These Service Standards, a delineation of fundamentals of successful agency operation, enable advertisers and media to know what to demand and agencies to know what may be expected of them in dealing with the problems of advertising.

Agency service, according to the “Agency Service Standards”, consists of interpreting to the public or to that part of it which is desired to reach, the advantages of a product or service.

80. Assertion (A): Mediated realism can be explained and understood in many ways.

Reason (R) : Some authors define mediated realism by its contents.

Select the appropriate option from the following:

Correct Answer: A. Both (A) and (R) are true, and (R) is the correct explanation of (A)