LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034
M.Sc. DEGREE EXAMINATION – VISUAL COMMUNICATION
FIRST SEMESTER – NOVEMBER 2012
VC 1816 – COMMUNICATION THEORIES
Date : 05/11/2012 Dept. No. Max. : 100 Marks
Time : 1:00 – 4:00
PART-A
Answer ALL the questions in not more than 50 words each: 10×2=20
- ‘Communication is contextual’
- Aristotle model
- Magic bullet
- Mediation
- Spiral of silence
- Framing
- Convergence of technologies
- Yellow journalism
- Cool media
- Hegemony
PART-B
Answer any FIVE of the following in not more than 200 words each: 5×8=40
- Differentiate between mass communication and Public communication.
- Emphasize the importance of two-step flow theory.
- List out the uses and gratifications of media.
- State how gate keeping is exercised in the media. Specify the areas where it is applied.
- What are communication theories? Why do we need them?
- Give a detailed account of processes of cognitive dissonance theory.
- Explain health belief model.
PART-C
Answer any TWO of the following in not more than 500 words each: 2×20=40
- Elaborate on the different elements of communication.
- Critically analyze hypodermic needle theory and its applicability in the electronic media.
- Explain how and why media set agendas. Give example of how media set agendas during election.
- Discuss media dependency theory and its relevance today.
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