AD STUDY: The Strategist

For years insurers have harped on duty and responsibility. Max New York Life breaks the clutter by urging people to aspire for more.

A curly-haired youngster crossing a road looks in awe at a fancy bike. As the chap on the fancy bike rides along, he passes by another guy on a rather ordinary bike, but with a pretty girl behind him. The fancy bike rider gazes wistfully at the happy couple.

Meanwhile, the girl spots a mother with her two kids and becomes contemplative. The mother passes by a jewellery store and longingly admires a diamond necklace displayed in the window. Just then, the shopkeeper takes out the display and hands it over to a bald gentleman who then gets into his chauffer-driven car.

At a traffic stop, the man notices the curly-haired youngster, and wishfully runs his hand on his clean-as-a-whistle head. A voice-over follows: Khwahishon ke bina zindagi kya. Karo zyaada ka iraada (What’s life without desire. Wish for more).

Max New York Life Insurance’s new campaign, which broke on September 5, marks a strategic shift in the insurer’s positioning.

EXAMINATION QUESTION PAPER: Diploma Exam, 2009

MASS COMMUNICATION AND JOURNALISM

FIRST PAPER

Time: 3 Hours

Full Marks: 100

The figures in the margin indicate full marks

GROUP – A

Answer any three questions:   20 x 3=60

1. What is feedback? Explain with relevant examples.

2. What is the importance of language in communication?

3. Discuss the different techniques of conducting an interview.

4. Explain Lasswell’s theory of communication.

5. What are the techniques in evaluating data collection?

6. What are the functions of mass communication? Explain in detail.

GROUP -B

Answer any two questions:  10 x 2-20

7. What is diffusion and adoption process?

8. Discuss the importance of communication in society.

9. “Television is a mass medium.” Explain in brief.

10. “Radio is the cheapest means of mass communication.” Do you agree? Discuss in brief.

GROUP – C

Answer any two questions:  10 x 2-20

11. Write short notes on any four of the following: 5×4=20

a) Non-verbal communication

b) Role of gatekeeper

c) Publicity

d) Intra-personal communication

e) Communication in sports

f) Cable TV

g) IPTV

Laswell’s theory of communication

7. Explain Laswell’s theory of communication. (10)

The Lasswell Formula

Please note: The Lasswell Formula is typical of what are often referred to as transmission models of communication. For criticisms of such models, you should consult the section on criticisms of transmission models.

The sociologist, Harold Lasswell, tells us that in studying communication we should consider the elements in the graphic above.

Lasswell was primarily concerned with mass communication and propaganda, so his model is intended to direct us to the kinds of research we need to conduct to answer his questions (‘control analysis’, ‘effects research’ and so on). In fact, though, it is quite a useful model, whatever category of communication we are studying. Note, incidentally, that the Lasswell Formula consists of five major components, though this is by no means obligatory. You might be interested to look at the comments on Maletzke’s model to see which components a selection of other researchers have considered essential.

Lasswell: Communicator

Lasswell was primarily concerned with mass communication. In every form of communication, though, there must be someone (or something) that communicates.

How appropriate is the term communicator? You might say that you can’t really talk about communication if the audience for the message don’t respond appropriately. Maybe that’s a reason that many communication specialists refer to the communicator as source or transmitter or senderof the message – at least that doesn’t presuppose that communication does actually take place.

Control analysis

Because of the application of Lasswell’s Formula to the media, his question Who? has come to be associated mainly with control analysis:

• who owns this newspaper?
• what are their aims?
• what are their political allegiances?
• do they attempt to set the editorial policy?
• does the fact that they are a republican account for the newspaper’s repeated attacks on the Royal Family?
• are they subject to any kind of legal constraints?
• how does the editor decide what to put in the paper?

and so on.

Questions Papers – 2008 Diploma First Paper

COP/2ND/2008

 

2008

MASS COMMUNICATION AND JOURNALISM

First Paper

Time: Three Hours                                                                             Full Marks – 100

 

The figures in the margin indicate full marks

GROUP A

Answer any three questions  3x 20 = 60 

 

1. What is Mass Communication? What are the characteristics of Mass Communication? (20) 

2. How would you conduct a successful interview? (20) 

3. What is ‘feedback’ in Mass Communication? Why is feedback an important element in Mass Communication? (20) 

4. What do you mean by the term ‘communication’? What is the need for communication? (20)

5. What is the role of mass media with special reference to society?  (20) 

6. What is Verbal and Non Verbal Communication? Give examples of each (20) 

 

GROUP B

Answer any two questions  2x 10 = 20 

 

 

7. Explain Laswell’s theory of communication. (10) 

8. Discuss the role of media in sports (10) 

9. What are the functions of Mass Communication? (10) 

10. What are the 7 C’s of Communication (10) 

Books on Mass Communication and Journalism

Dear Friends, 

I will be posting reviews of books on Mass Communication and Journalism whenever I can. I will also be posting books which are in the public domain. so keep an eye out for the same. 

You can find more about them at the following link: 

https://knowfourthestate.wordpress.com/books-on-mass-communication-and-journalism/

Regs

Barun

Welcome!

Dear Friends, 

Greetings from Darjeeling! Welcome to the Department of Mass Communication and Journalism – the online resource centre on Mass Communication and Journalism.

I created this blog primarily for my students at Southfield College. However, all Mass Communication and Journalism enthusiasts are welcome. 

Regs

Barun