Mass Media Studies and Media Production (Vocational)

Paper I
Course Code (738)
(Understanding the Evolution and Forms of Mass Media)
Class XII (Theory)
Time Allowed 3 Hours
General Instructions:

Max Marks: 60
1. All the questions are compulsory.
2. Marks for questions are indicated against each.
PART I

(Understanding the language of the Medium)

Section 1

Short Answer Questions (70-100 words)

1. Mass media is a stepping stone to live democracy. Illustrate with suitable examples (3)
2. Yellow journalism is a journalism that exploits, distorts, or exaggerates the news to
create sensations and attract readers. Substantiate the explanation with examples. (3)
3. Newspaper supplements are so popular. Explain why?
(3)
4. The concept and practice of mise en scene is important in film making. Discuss.
(3)
5. Films are difficult to explain, because they are easy to understand!
(3)
Explain the statement.
Section 2

Long answer questions (120-150 words)

Mass media performs role of a socialiser. Discuss with suitable examples.
(6)
7. Critically analyze the Hypodermic Needle Theory of mass media impact on audience.
(6)
6.

8. Discuss your observations on gender stereotypes in media representation.

(6)

9. Choose a daily or weekly soap opera running in any of the channels and analyse (6)
with reference to the following:
(i)Audience
(ii)Content/ theme/ set up/period etc.
(iii)Main plot
Part II

Evolution of the Media (Global)

Section 1

Short Answer Questions (70-100 words)

10. Stereotypical images created in films or T.V. have negative socio economic political
connotations .Support your views with suitable examples.
(3)
11. Illustrate with examples the influence of T.V. in shaping the culture and ethos of the
present day society.
(3)
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12. Cinema is a complex medium. Explain how?

(3)

Section 2

Long Answer Questions (120-150 words)

13. The world is flat Analyse the statement with special reference to open source
initiative with suitable examples.
(6)
14. Do you think that the Internet revolution has resulted in newspaper becoming a dying
breed in developed countries of the world? Discuss.
(6)

Mass Media Studies and Media Production (Vocational)

PAPER I
Understanding the Evolution and Forms of Mass Media
(Course Code 738)
Design of the Question Paper
General Instructions:
(i) I
Part
Part II

This
question paperthe
consists
of three
sections
with a total of 18 questions.
Understanding
language
of the
Medium
40
Evolution of the Media (Global)Overview

20

It is suggested to give the following weightage to the Short Answer (SA) and Long answers (LA) in
different domains (Knowledge, Understanding and Skill based) as given below:
Type of Questions
Marks
No. of questions
Marks
SA
3 Marks each
8
24
LA
6 Marks each
6
36
Total
14
60
Key:
SA (Short Answer) Questions
LA (Long Answer) Questions

Mass Media Studies and Media Production (Vocational)

Paper I
Understanding the Evolution and Forms of Mass Media
Course Code (738)
KEY TO ANSWERS
Question
no.

1.

2.

3.

4.

5.

6.

Expected answer
Marks
Mass media has initiated the country together as with various revolutions, comes
along unity and integrity. Examples from the current scenario can be quoted to
explain that national integration helps democracy and citizens come together for a
cause that ultimately makes their views heard and answered
Yellow journalism believes in a gross misreporting and underreporting of facts,
in playing up news that is likely to create a frenzy, stringing an emotional chord
with the masses, feeding the appetite for sensationalism, scandal mongering and
exciting public opinion.
To illustrate with some of the headlines carried by newspapers about Chappell
fiasco: I wasnt comfortable with Chappell: Sehwag (Press Trust of India Players
were scared during Chappells tenure: Bhajji (Zeecric Beaureau).
The headlines are so often relevant only to page 3, if even that. We all want to
know that Ranbir and Deepika broke up, but wouldnt we be just as well off not
knowing about Saifs tattoo or for that matter, why was Amitabh Bachchans
views of Slumdog Millionaire making the headlines? Granted that he is the God of
Indian cinema, but the man is entitled to express his opinion without being flogged
for it
Newspaper supplements offer detailed analysis, eclectic mix of topics with
infotainment in a florid and fluid language, literal merit, local touch and an
encompassing guide to all daily necessities, business and pleasure. Their smart
design and content replace the need of a separate book in the times of a tedium
making them popular.
The literal meaning of the term mise en scene is to put in to the scene or To put in
front of the camera or Everything in front of the camera
This usually includes production design, set, location, actors and their movements,
costumes, make up, sound, shot compositions, lighting. All these elements are
blend together in the construction /composition of a scene in a film signifying
directors control over the frames and individual shots.
Film analysis involves close reading of a film-considering it as a medium in its
own and also in the light of the terminology of the medium.
Analysis involves much more than technicalities of the film language. It involves
much more than story plot and its development.
It is rather a reflection of larger SOCIAL REALITY hence explanation part
becomes complex.

Mass Media as a socialiser performing the following

1. Providing information
4

2. Providing a platform for interaction with others

3. Viewpoints on various issues
4. Inculcating consumer culture
5. Entertainment
6. Education
Examples from above can carry single mark each.
One of the first major theories of the impact of mass media on audiences was The
Hypodermic Needle Theory or the Magic Bullet Theory. Postulated in the early
1920s this theory believed that the media was all powerful and had a similar
direct effect on the audiences.

7.

According to these Media Effects Theories viewers are passive and are directly
affected by what they consume in the media. They accept the message that they
read, hear or see without considering whether the message has any merit or not. In
other words, the media content is shot at the audience like a magic bullet and it
directly penetrates the viewers mind and changes it. The supporters of this theory
believed that the media could shape public opinion and persuade the masses
toward any desired point of view. In this way messages strike all members of the
audience equally causing to think in a uniform fashion.

In a world where there was only one media source and which was completely
under the control of one interested party, the Hypodermic Theory or the Magic
Bullet theory worked. However, today the media landscape is diverse as are the
sources of information.
Besides, individuals do not make up their mind purely based on the Media. They
also talk to friends, family and others in their social circle before making up their
minds about any issue.
A Stereotype is a view or a characterization first of a person or a group of persons based
upon narrow and frequently incorrect assumptions. Stereotypes are used by those who
cannot or will not take the time to notice what a person is really like. They are particularly

8.

common in media because they are easier to create. Audiences and media production
personnel both respond to them. . Stereotypes are powerful because they affect our

expectations of what men should and should not be like. Media stereotypes have extra
impact because they create images based on these assumptions, helping to shape views
about how they should act

9.
10.

The daily or soap opera selected will be analyzed in terms of the i) audience ,ii)
content /theme set up period etc iii)main plot
Each point will carry 2 marks each for explanation
A Stereotype is a view or a characterization first of a person or a group of persons
based upon narrow and frequently incorrect assumptions. Stereotypes are used by
those who cannot or will not take the time to notice what a person is really like.
They are particularly common in media because they are easier to create.
Audiences and media production personnel both respond to them. . Stereotypes are
5

6
3

11.

12.

13.

powerful because they affect our expectations of what men should and should not
be like. Media stereotypes have extra impact because they create images based on
these assumptions, helping to shape views about how they should act.
Through Media and TV in particular it is possible to use the media in an
infinite number of ways for cultural reflection. Questions about peace,
ecology, health care, sexual stereotyping, corporate images, labor images, to
name a few, are raised. Values. The case can be made that children's cultural
values can be strongly influenced by a medium such as television. A teacher
who would like to have children reflect critically on their values concerning
consumption, sex roles, sports, attitudes toward violence, etc., can easily
utilize popular programming. One could take the Saturday morning children
programming and explore values in our culture. Commercials are reviewed
and heroes and heroines are discussed as a way that children see the images
which are considered important within our culture. Children can explore
alternative cultural options to their media images (e.g., peaceful resolution of
problems, cooperation vs. competition). It is a place where children can
explore the limitations of TV cultural images while watching popular
programs.
Cinema is an audio visual, spatio temporal medium which uses story telling
techniques of literature, basic elements of line shapes and colours /tones in
composing visuals like painting. Architecture, natural structures as settings, music
as a part of the story and dramatic structure through actors ( their performance )
are used by Cinema .Using the three dimensional space and composing figures in
depth cinema offers multiple points of view making it a complex narrative
Open-source journalism, referred to the standard journalistic techniques of news
gathering and fact checking, It is now commonly used to describe forms of
innovative publishing of online journalism, rather than the sourcing of news
stories by a professional journalist. Blogs, are another significant platform for
open-source culture.
Messageboards are another platform for open-source culture. Other common
board features are private messages (where users can send messages to one
another) as well as chat (a way to have a real time conversation online) and image
uploading.
OpenDocument is an open document file format for saving and exchanging
editable office documents such as text documents (including memos, reports, and
books), spreadsheets, charts, and presentations.
Open-source movie production is either an open call system in which a changing
crew and cast collaborate in movie production,
An open-source documentary film has a production process allowing the open
contributions of archival material, footage, and other filmic elements, both in
unedited and edited form.
Open-IPTV is IPTV that is not limited to one recording studio, production studio,
or cast. Open-IPTV uses the Internet or other means to pool efforts and resources
together to create an online community that all contributes to a show.

14.

6
Newspapers are a dying breed in the developed countries e.g. United States and
Europe, unlike the steady annual growth of the print media in India, China and
other Asian countries. According to data from the World Association of
Newspapers (WAN), based in Paris, the top ten papers of the world in terms of
circulation are all Asian newspapers, the top three being from Japan.
A major reason for the decline of circulation of American and British newspapers
6

is the remarkable growth in home access to the Internet. Young people get their
news today from online editions of newspapers, and also from social networks and
news blogs. As a consequence, advertisers have moved their support from hard
copies of newspapers and magazines to online editions and social networks like
Face book. Recent data on advertising expenditure in the United States suggests
that ad spend on the Internet has outpaced ad spend in offline newspapers.