CBSE Class-12 Marking Scheme (Mass Media Studies) 2014-15
Question/Expected Answer
1. The Two Step Flow theory proposed by Paul Lazarsfeld,
states that messages from the media get transmitted in two distinct stages:
1. Through Opinion Leaders who pay close attention to the mass media and its
messages.
2. These opinion leaders then pass their own interpretations in addition to the
actual media content
2. Folktales are stories that are distinguished by
imaginative characters and their supernatural actions. They always seek to
correct the wrongs and always have happy endings. They quite often state the
fundamental wisdom.
3. Globalization, regionalization and democratization.
4. Lumiere-Realism, Documentary. Melies- Non-realism,
Fantasy.
5. A genre is standardization of certain situations,
character types, settings and other such conventions. Each genre has its
specificities and its own history. Comedy, Western, Gangster, Detective, Film
Noir, Musical, Sci-fi all these happen to be some of the prominent genres of
American cinema.
6. Mise en scene [ pronounced 'meez-ahn-sen"] is a French
term that literally means ' to put into scene' or ' staging an action'. This
usually includes production design, set, location, actors and their movements,
costumes, make up, sound, shot compositions and lighting. All these elements
blend together in the construction/ composition of a scene in a film. In other
words mise en scene signifies the director's control over the frames and
individual shots.
7. Multimedia are the means to process and structure
information into a well defined structure. Multimedia are called so because it
incorporates many other media such as text, graphics, animation, audio and
video.
8. Comparative advertising compares one brand directly or
indirectly with one or more competing brands. This is very common and is used by
nearly every major industry. This type of advertising is particularly resorted
to by companies that are introducing a new product in a competitive market.
PART B
9. The analysis of newspaper content suggests two broad
categories of newspaper format
- Broadsheet Press (quality or serious press)…. Explanation with examples
- Tabloid Press (Popular or sensational press)… Explanation with examples
10. Online versions of newspapers are not a profitable
enterprise in India - Access to the Internet is fairly widespread in the cities,
though mainly via Cyber Cafes, schools, colleges and offices, though the cost of
access at home is still unaffordable for most Indians. Home access to the net is
limited to a small minority of the upper middle class in Tier 1 and Tier 2
cities The situation in rural areas is far worse. Except for around five
thousand e-choupals (Internet Kiosks), rural India is ill-served. The largest
segment of around the 42 million users are in the 18-35 age group; they comprise
half of all users. But only 66% of these are 'active users', that is those who
use the net at least once a month. Most are 'ever' users', those who access the
net once in a while.
11. Using Multimedia one can make academic presentations,
business pres entations, devise games, operate information kiosks etc. Following
are the possible areas of application of multimedia: Can be used as a great
support in planning and executing any project; Can be used to explain or propose
a concept; Using Multimedia while preparing a content for any topic makes the
process more organized and precise.
12. Vividh Bharati was started on 2nd October 1957, as a
service of 'light entertainment' to compete with Radio Ceylon, which had begun
directing a commercial service to India on powerful short-wave transmitters.
Earlier, AIR had banned film music on its prgrammes, for it was felt that film
music was too cheap and vulgar to be broadcast on AIR and its regional services.
Sponsored programmes were introduced in May 1970. Initially, 60% of the time was
devoted to film music. The rest of the time was given to devotional music, short
plays, short stories and poetry recitals.
13. Journalism as a craft, a profession and even as a
cultural industry and a business, is over three centuries old. It was made
possible by the coming together of a number of technologies as well as of
several social, political and economic developments. The main technologies that
facilitated the development of large-scale printing and distribution of print
material were the printing press, the telegraph and the railways. The industrial
revolution and the growth of capitalism, democracy and the public sphere
provided the impetus and the support for rapid developments in the press.
14. Tabloid Journalism' is frequently termed 'yellow
journalism' primarily because of its tendency to sensationalize and trivialise
events, issues and people. The staple of the 'tabloids' is the private lives of
famous people, crime, accidents, disasters, public corruption, sex, etc.(E.g.
Midday, Mumbai Mirror, Pune Mirror). Tabloid journalists are believed to indulge
in 'Chequebook Journalism' which implies that the subjects of the news stories
are bribed to sell their 'true confessions'. Such journalists are also believed
to indulge in 'keyhole journalism' or 'sting journalism' in their attempts to
probe the private sexual infidelities and peccadilloes of well-known people and
public officials. Then there is 'Page 3' Journalism which focuses on the social
lives of celebrities and film stars and sports heroes.These journalistic
practices raise several ethical questions about the invasion of the privacy of
individuals and the public's right to information.
15. Analogue Signal- An analogue signal is any continuous
signal. Varying quality of a signal represents changes in the process.
Analogue is usually thought of in an electrical context; however, mechanical,
pneumatic, hydraulic, and other systems may also convey analogue signals.
Real-world values are measured or dealt within real-world parameters. Digital
Signal- A digital system uses discrete (discontinuous) values. The information
represented can be either discrete, such as numbers, letters or icons, or
continuous, such as sounds, images, and other measurements of continuous
systems. Digital is most commonly used in computing and electronics. Real-world
information is converted to a digital format as in digital audio and digital
photography.
16. Subjective. Content -2 marks. Expression-2 marks.
17. Jerome Bruner [B. 1915- USA] is an eminent
psychologist, who has made landmark contribution to cognitive psychology, the
study of human thinking and intelligence. In 1991, he published an article in
the academic journal 'Critical Inquiry' entitled "The Narrative Construction of
Reality." He outlines ten important characteristics of Narrative and they can be
stated in a simplified manner as follows-
1. Time - Narratives take place over a period of time.
2. Particularity: Narratives deal with particular events.
3. Characters with qualities: The characters within Narratives have "beliefs,
desires, theories, values, and so on".
4. Story: Narratives are composed as a selected series of events that constitute
a "story."
5. Canonicity and breach: Stories are about some unusual happenings that
"breaches" the canonical (i.e. normal) state.
6. Referentiality: The principle that a story in some way is always related to
reality, although not in a direct and provable way.
7. Genericness: The story can be classified as a genre.
8. Normativeness: The observation that narrative in some way supposes a claim
about how one ought to act. It may render moral suggestion perhaps. This follows
from canonicity and breach.
9. Context sensitivity and negotiability: Narrative requires a negotiated role-
meaning an active participationbetween author or text and reader. The
readers/receivers have to understand the context of the narrative, and ideas
like suspension of disbelief.
10. Narrative accrual: Finally, the idea that stories are cumulative, that is,
that new stories usually are born from older ones.
18. Celebrity endorsements can be very popular and build
strong associations in the buyers, but they are quite expensive to produce and
air on prime time. Even state Governments are using celebrities as brand
ambassadors. Merchandise- good, clothes bearing the logo or names or designs of
the products are another popular way to advertise, but it will be limited to the
class of buyers. It is also called Specialty Advertising. A company can have its
name put on a variety of items, such as caps, glassware, gym bags, jackets, key
chains, and pens. Since these items remain in use over a long period of time,
most companies are successful in achieving their goals for increasing
public recognition and sales through these efforts. Games (Mobile and computer)
can be devised to promote the brand, but the reach is limited to mostly the
young or tech savvy consumers. Covert advertising is presently a hot trend in
promoting products and services. It embeds a product or brand in entertainment
and media. Like Aston Martin has promoted itself as the high profile car used by
the legendary character James Bond. The brand and car will have a very dramatic
visual presence in the film.
