LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034

B.Sc. DEGREE EXAMINATION – VISUAL COMMUNICATION

TG 25

FIFTH SEMESTER – April 2009

VC 5512 – MASS COMMUNICATION THEORIES

 

 

 

Date & Time: 29/04/2009 / 9:00 – 12:00     Dept. No.                                                       Max. : 100 Marks

 

 

PART A

1. Answer ALL the questions                                                     (10 X 2 = 20)

 

1. Feedback
2. Gate Keepers
3. Stimulus – Response
4. Dominant paradigm
5. Diffusion of Innovation
6. Popular Culture
7. Consumerist Society
8. Media Culture
9. Audience Positioning
10. Spiral of Silence

 

PART B

1. Answer ANY FIVE      (5 X 7 = 35)

 

1. Illustrate the Osgood & Schramm’s models of Communication.
2. Explain Hypodermic Needle model .
3. Elaborate on “Selection” as one of the significant corrupt in Media Rhetoric.
4. Explain Uses & Gratification approach and its implications.
5. Write short note on Social Learning Theory.
6. Discuss the importance of Lazerfeld’s two step flow model of communication.
7. Elaborate on the Theory of Public Opinion with adequate examples.

 

PART C

• Answer ANY THREE                                      (3 X 15 = 45)

 

18. What is Communication? Describe with key elements involved in a Linear Communication process?

1.  Elaborate on the Alternative Traditions of Analysis.
2.  Discuss the Early Perspectives on Media and Society.
3.  What are Media Determinants? Explain some of the significant determinants in main stream media.
4. Elaborate on Cultivation Theory and its effect especially towards children.

 

 

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