DRIVE SPRING 2015

PROGRAM MAJM (REVISED)

SEMESTER 2
SUBJECT CODE & NAME
MAJ203 – SOCIOLOGY OF MEDIA

Q.1 Write a long note on mass communication and communication science?

Answer:

1. Mass communication is simply a small part of the larger field of communication science.

2. C.R. Berger and S.H. Chaffee define communication science as one that seeks to understand the
production, processing and effects of symbol and signal system by developing testable theories,
containing lawful generalization that explains phenomena associated with production, processing
and effects.

3. The Problem with this kind of definition is that it is biased towards single model of enquiry into
communication science; it studies the quantitative cause and effect of communication science.

4. To place mass communication with in the wider discipline of communication science, one must
then study the various level of social organization in which communication occurs. This encourages
us to look at mass communication as one of the many forms of communication that takes place in
the society.

5. Every Level of social organization has challenges and requirement of communication that are
particular to it.

6. Communication also takes place in professional organization and in such institution as

government, education, justice.

7. The Study of Communication differ based on whether the communication is interpersonal or

intrapersonal.

8. A Conversation between two lawyers in law firm would take place as per different rules from
governing the conversation between two family’s members from those governing radio news
broadcast to a large audience.

9. Communication must be studied from a cultural, behavioural and structural perspective.

Q.2. Write a long note on the models of communication.

Answer: The Models of Communication are as Follows

1. Transmission model:
I. The Transmission model sees mass communication as a process of transmission of
message that has been determined by the source. It Sees mass communication as
performing the role of a communicator between the audience and the society.
 II. So the source of the message or information in this model will be voices or events in
society which will be transmitted through channel of communicator as message to
the receiver or audience.
2. Publicity model:
I. Often, mass media aims to capture the attention of its audience.
II. By doing this media is able to generate revenue and meet its economic goal; media
can sell audience attention to advertisers and thereby convert attention to
consumption.
III. Often the purpose with which audiences watch television or listen to radio is not
information but entertainment
IV. Even when mass media is used for some effects other than entertainment, gaining
attention is indispensable to the success of its purpose. Publicity and attention
consequently are treated as a measure of success for media to establish political
opinion rest in its success at gaining attention
3. Expressive model:
I. The Expressive model, also known as ritual model, unlike the transmission model
does not focus on the purpose of communication, instrumental or otherwise.
II. Instead it emphasizes the satisfaction of the receiver and sender. The Symbols used
in the messages of expressive communication, are obtained from the culture in
which the communication takes place.
4. Reception Model:
I. This model provides a view of media from the perspective of viewers or receivers of
the message. People who do not perceive the message as something expressed or
sent. This model has its basis in reception theory which basically locates the
meaning of a message in the receiver. In other words, according to reception theory,
the meaning of any message is derived is constructed by the receiver even though
the message is derived from media.

Q.3. what are the issues facing Gender and media? Discuss.

Answer:

1. In status of women journalists in India published by press institute of India for The National
Commission for women, Usha Rai, a veteran Journalist, while remembering the olden days in
journalism mentions.
2. Women journalist contributed to the feature section of newspaper.
3. The scenario began to change dramatically eighties onwards. Many women journalist have
joined mainstream journalism in various newspapers, radio and television.
4. Although many women today chose media as their profession, they continue to face
problem that exited several years ago. Contractual jobs may bring better benefits but there
is no job security.
5. Women journalists are often restricted to express freely. In print and electronic media they
are forced to cover health, beauty cinema etc. but not hard news.
6. At the work place they are always considered as inferior to male journalist
 7. They are kept away from political, economic, sports and business news; instead they are
assigned soft stories. Some female journalist have even complained of sexual harassment in
their office and outdoors too when they go to cover news.
8. Since the management of many organization are governed and owned by men, women
journalist face discrimination when it comes to appointment of leadership roles or to higher
rank in organization.
9. They are discriminated against during promotion because of their sex, appearance and age.
10. Even now age is also ground for discrimination especially on television.

Q.4. Discuss community radio in India.

Answer:

1. A community radio is a station that responds to the needs of the community which it serves
and contributes to its development in a progressive manner by promoting social change.
2. Community radio is recognized both as the third tier in broadcasting and specialized form of
public service broadcasting. Mainstream media supports this movement in following ways
a. It raises awareness about the potential of community radio for faster development
b. It volunteers expert time for training in the technical fields related to community
radio.
c. It advocates policies to make it easier to apply for license
d. It imports equipment and operates stations.
3. The article “community radio in India: A Guide for the Media” states that community radio is
about people.
4. It is two way process that empowers people to identify problems and identify and suggest
solutions.
5. Community radio enables the most vulnerable sections to participate in decision to bring a
positive change in their lives.
6. People can collaborate to produce and broadcast programmes that focus on local issues and
concerns.
7. Community radio is known to improve governance by enabling people to make local
governments accountable for delivery of services.
8. Community radio is forced multiplier for effective delivery of programmes on health; HIV
and AIDS; Environment etc.
9. Enhanced with new multimedia technologies, community radio becomes an even more
useful voice for change and betterment
 Q.5 Evaluate the gender stereotypes in media.

Answer:

1. Gender is perhaps the basic category we use for sorting of humans being. The first thing that
we notice about anyone is that’s person’s gender.
2. The essential elements of our own identity and the identities we assume other people to
have, come from concept of gender- what does it mean to be a boy or a girl?
3. Mass media continuously portrays men and women in a manner similar to those supported
by various institutions and agents of socialization.
4. Most of these portrayals of both males and females are characteristically stereotyped
5. Mena re strong and work in jobs that require excessive amount of physical strength or
tremendous intelligence.
6. They are given roles in which their sexuality is highlighted.
7. The following are the reason due to which gender stereotyping can be problematic:
a) It can reduce a wide range of differences in people to simplistic categorization
b) It transforms assumption about particular group of people into realities
c) It can be used to justify the position of those in power
d) It perpetuates social prejudice and inequality
8. For women, the focus is on slenderness, dieting, and attaining a feminine ideal; women are
always presented as not just thin, but also weak and vulnerable.

Q.6. Elaborate on media and creativity.

Answer:

1. Creativity is a combination of our imagination and our thinking which forms an idea and
subsequently executes the idea.
2. Sir Ken Robinson in a 2006 issue of businesssweek.com describes it as ‘the first step is
imagination, the capacity that we all have to see something in the mind’s eye.
3. Creativity is then using that imagination to solve all problems—call it applied Imagination
4. The entire history of human progress is a proof of man’s creativity: the discovery of fire, the
invention of the wheel, the construction of the first building, weapon, tool and the weaving
of cloth.
5. Media too has been impacted by creativity, in innovation process as well as in the delivery of
content.
6. Radio has evolved from a strict news delivery device to an expression of Information,
entertainment, sports, counselling, debates, advertising and more.
7. There are niche channels appealing to several of the audience.
8. Production creativity no longer simply involves new ideas regarding programme but also a
tight script and the human appeal of a charismatic presenter, the radio jockey.
9. The Internet and online media are the newest entrants in this game, and their growth has
accelerated in leaps and bounds.
10. Creativity cannot just be confined to the presentation of content, it also has a bearing on the
way we use media.
11. Today, media is consumed on an hourly basis is not more
12. The speed at which information is shared today can be linked to the innovation in creativity,
whether it is used to just analyse the depth of the information available or create something
totally new.