Mass Media & Communication Mock Test - 4

The correct answer is to Remember that neither speed nor format excuses inaccuracy

Key PointsUnder the principle ‘seek truth and report it’, journalists should also:

• Remember that neither speed nor format excuses inaccuracy
• Be vigilant and courageous about holding those with power accountable — giving a voice to the voiceless
• Support the open and civil exchange of views (even views they find repugnant)
• Recognize a special obligation to serve as watchdogs over public affairs and government.
• Seek to ensure that the public’s business is conducted in the open and that public records are open to all
• Boldly tell the story of the diversity and magnitude of the human experience — seek sources from marginalized groups as these are voices we seldom hear, and
• Avoid stereotyping — journalists should examine the ways that their values and experiences may shape their reporting

The correct answer is Canons of journalism

Key Points

• Slowly a concerted campaign started in the US and many other countries in the early 20h century to bring in ethics and principles with a set of guidelines and code of conduct for news media and journalists.
• Canons of journalism: In the US, in 1922, the American Society of Newspaper Editors (ASNE) adopted a set of ethical principles titled "Canons of Journalism',
• Which was later revised and renamed 'Statement of Principles' in 1975.

The ASNE proposed six key principles;

1. Responsibility
2. Freedom of the Press
3. Independence
4. Truth and Accuracy
5. Impartiality 
6. Fair Play

• These principles were devised to professionalize the news media and journalism and to set it to ethical standards to monitor and evaluate the journalistic work and its contents.

The correct answer is Social networking service

Key Points

• A social networking service or SNSs (sometimes called a social networking site) is an online platform.
• This allows users to build a public or semipublic profile, create a network of connections to other people, and view other people’s profiles and networks of connections.
• Social networking services vary in format and the number of features.
• They can incorporate a range of new information and communication tools, operating on desktops and on laptops, on mobile devices such as tablet computers and smartphones.
• This may feature digital photo/video/sharing and diary entries online.
• Online community services are sometimes considered social-network services by developers and users.
• A social-network service usually provides an individual-centered service whereas online community services are groups centered.
• Social networking sites allow users to share ideas, digital photos and videos, and posts and inform others about online or real-world activities and events with people within their social network.

One can categorize social-network services into four types:

• Socialization social network services are used primarily for socializing with existing friends (e.g., Facebook, Instagram)
• Online social networks are decentralized and distributed computer networks where users communicate with each other through internet services.
• Networking social network services are used primarily for non-social interpersonal communication (e.g., LinkedIn, a career- and employment-oriented site)
• Social navigation social network services are used primarily for helping users to find specific information or resources (e.g., Goodreads for books, Reddit)

The correct answer is Umbrella websites

Key Points

• You would have dealt with a number of websites. 
• These would have been primarily information websites having an interactive menu and essentially transacting commercial transactions.
• Sometimes there are umbrella websites that connect you to various websites that are related to your queries and needs.
• For instance, if you are traveling from Kochi to Chandigarh, you can pose your query regarding the flights, railway, road connections, 
• hotel stays, etc.
• The master website will in one stroke connect you to all the airline's hotels by culling out authentic information from their websites and not only offer you the choices, but also confirm the booking on the Internet for you.
• Then there are some websites that mostly communicate information about certain organizations and their activities, facilities, etc.
• They are interactive in the minimal sense of answering queries.

The correct answer is ​Digitization of media content(Technological convergence)

Key Points

• Technological convergence is a term that describes bringing previously unrelated technologies together, often in a single device.
• From a consumer perspective, technological convergence is often synonymous with innovation. 
• Another reason why technological convergence is important from a consumer perspective is that it results in easier access to technology at a lower cost.
• This trend is sometimes referred to as the consumerization of information technology (IT).
• A good way to evaluate the importance of technological convergence is to consider innovations from previous generations.
• Items such as CD players, cassette decks, console TVs, or corded telephones served only one function, whereas a single modern handheld computing device can meld several of those functions, with hardly any user intervention required.

Additional examples include:

• The internet of things (IoT)
• Converged Bluetooth-connected devices
• High-bandwidth Wi-Fi data networks to power intelligent sensors embedded in:

1. Household appliances
2. Automobiles
3. Thermostats

The correct answer is Facebook

Key Points

• Researchers from Facebook Connectivity Lab have developed a new technology that can make light-based wireless communication a reality in the years ahead.
• This new technology can pave the way for fast optical wireless networks that can deliver internet service to isolated places.
• Light-based wireless communication is also known as free-space optical communications.
• It offers a promising way to bring the internet to areas where optical fibers and cell towers can be challenging to deploy in a cost-effective manner.

The correct answer is Transmedia storytelling

Key Points

• Transmedia storytelling uses multiple media platforms to tell a coordinated story across time. 
• A broader story world is created by combining multiple stories.
• Whether it's a comic book, advertisement, social media post, book, video game, mobile app, or film, every piece of media works as an independent story experience that is gratifying and whole.
• Each element builds to a greater story, much like a gigantic puzzle.
• The process is cumulative and each piece adds richness and detail to the story world, such as character backstories and secondary plotlines.
• Transmedia storytelling is fully participatory.
• The audience is actively involved and elevated to social and creative collaborators.
• When people actively participate, either through content creation or following a trail across assets, they become stakeholders in the transmedia experience alongside the brand or cause. 

The correct answer is Advertising costs

Key Points

• Cooperative advertising is a system that allows two parties to share advertising costs. 
• Cooperative advertising is when two businesses-- usually one very large business and one small business cost advertising by advertising together.
• The most commonly seen example of this form of advertising is in the case of local grocery stores.
• A large manufacturer of cold drinks will book a large and exclusive space under the control of the grocery shop to advertise its product with some consideration to the shop owner.
• The advertisements would be prepared by the big company in its standard format and placed by the local retailer, using the store's name.
• Its benefit to the manufacturer is being able to advertise at the local rate for media since all advertising is displayed by the local retailer.
• This usually works out cheaper than the national rate.
• The small business got a sign for cheap and the soft drink company got themselves a building to advertise on.
• Cooperative advertising is found in print, radio, and television as well as on the walls of buildings and on billboards.
• Hence, it is symbiotic in nature.

The correct answer is Paid Search Advertising

Key Points

• Paid search is a type of online advertising that is also known as pay-per-click (PPC).
• Businesses that utilize PPC advertising only pay when consumers click on their ad.
• They bid on particular keywords relating to their business, as well as the positioning of their ad on the search engine.
• Paid search advertising involves placing PPC ads on search engines like Google.
• With paid search ads, businesses bid on ad placement to appear as a sponsored link on the search engine results page.
• When search engine users search for relevant keywords related to the business, the PPC ad will appear at the top of the page in their search query.
• Remember, every time a visitor clicks on your ad, you are paying the search engine a small fee.
• You pay a small fee for the click, but the money you stand to gain on a sale is much more significant.
• In the end, Google rewards advertisers who create relevant PPC ads that are strategically targeted to the right customers.

The correct answer is Attention, Interest, Desire, Action

Key Points

• The purpose of advertising is to attract buyers through a call-to-action statement.
• This encourages the customer to visit a store or website, to contact the advertiser for more information.
• Advertising is essentially an active catalyst.
• The ultimate aim of advertising is to persuade an audience into action.
• The AIDA formula of advertising explains this concept:
• Attention: At first the advertising grabs the attention.
• Interest: Secondly the person becomes interested in the advertising message.
• Desire: The person is convinced of the claims and a desire to purchase.
• Action: The desire leads the person to purchase the product.

The correct answer is Both 1 & 2

Key Points

• Whether you are advertising an event, new product, or a service, creating an ad can help you inform, persuade and even remind current and potential customers about your brand.
• Advertising ads are placed in many places, including newspapers, magazines, and websites, just to name a few.
• Regardless of where you place your advertisement, successful ads contain some major parts.

A Catchy Headline

• The headline is a major aspect of an advertisement.
• It often appears at the top of an advertisement or in the middle so that it immediately attracts attention from potential customers.
• Headlines contain a few words of text and they should be direct and to the point so as not to overwhelm readers.
• Your headline should make a promise to the reader, stating what they’ll discover if they continue to read the rest of the advertisement.
• The headline and its promise should address a concern, problem, or interest your consumers have.
• Avoid "clickbait" headlines commonly found on "sponsored content" website ads.

An Effective Sub-headline

• A sub-headline is one of the key components of advertising and appears directly under the headline.
• The text is typically smaller and it gives more insight into the product you are selling, while further outlining why the customer should care enough to keep reading.
• The sub-headline can be the length of a sentence.
• Think of the headline as the quick hook that grabs a reader's attention, while the sub-head is teaser information that makes a reader want to find out more.

Focus On Attractive Design

• Getting viewers’ attention is your number-one goal with advertising. 
• If you don’t get their attention, your ad can’t accomplish what it’s supposed to. 
• Your ad space is limited, so you should keep your ad simple. 
• Cluttered ads tend to get overlooked because people can’t tell what the ad is conveying right away. 
• An ad that simply has your company logo on it will be more effective than one with three images and two paragraphs of text. 
• You should only use photos when appropriate, usually to convey what you’re selling, especially if a particular product is unique. 
• When you do use images, be sure to use a high-resolution image so your ad doesn’t turn out blurry or pixelated.

Call-to-action

• Get your potential customers to act on your offer by including a call-to-action in your ad copy, recommends Inc. magazine.
• The call-to-action typically appears at the end of an advertisement and is used to add a sense of urgency.
• It should instruct customers what steps they should take to purchase your item or sign up with a service through your company.
• You can ask customers to visit your website, call to book an appointment, or drop by your location.
• Adding a clearly visible toll-free number, address, website URL or Twitter handle is an important piece of a call to action.

The correct answer is demographics and psychographics

Key Points

• Advertisers and advertising agencies divide consumers into demographics and psychographics.
• Although we are all consumers, we are not all the same type of consumers. 
• A variety of factors affect our consumption habits and preferences.

Demographics

• One method of categorizing people is by demographics.
• Demographics are measurable statistics of people based on such factors as age, gender, income, education, and geographic location (usually identified by zip code). 
• For example, the 22-year-old who makes $3 million a year as a professional athlete has very different consumption habits than the 22-year-old who has just started a career selling insurance.

Psychographics

• Another categorization of people is psychographics, which examines consumers’ attitudes, beliefs, and habits (including buying habits).
• For instance, a consumer who is concerned about global warming is more likely to buy a Toyota Prius than is the driver of a Hummer, who may believe that global warming is a myth propagated by liberals.

The correct answer is Both 1 and 2.

Key Points

• Defining one's own market is an elaborate activity.
• It is based on a lot of research and pre-testing of prototypes.
• Before you zoom in on the buyers you have to understand them as individuals. 
• Their economic, sociological, and psychological profile is defined.
• An advertising campaign is an extension of this process. 
• Advertising is a process of giving a product a personality/identity through audio-visual language. 
• It is a comprehensively planned and launched effort.

The entire process can be outlined as follows:

Identifying The Customer Need

• The very first step would be to identify as to what are the features and benefits of the product/service that one is offering.
• A feature is a characteristic of a product/service that automatically comes with it.
• By knowing what your product/service has to offer and what will make customers buy, you can begin to identify common characteristics of your potential market.

Segmenting Your Overall Market

• It is a very tempting idea to target as many people and groups as possible for marketing your product.
• But, there are two major risks involved in this strategy.
• One is that the message might be spread out or in such a way so as NOT to reach the target group at all or may reach in a diluted form. Secondly, in order to reach out wider, more content and forms may be included to take precise feedback making the promotional budget less cost-effective.
• Thus one may end up short of creating a highly focused campaign. 
• Market segmentation is the process of breaking down a larger target market into smaller segments with specific characteristics.
• It helps to customize a product/service and also evolve the advertising strategy to reach the target group.

Geographic

• The socio-economic structure of rural & urban populations is different and affects the purchasing preferences & power.
• If you are in the retail stores business, then your locations within the cities matter.
• If you are selling a product that is climate-sensitive like air conditioning or heating, then certain areas would be your priority areas and your market is not a uniform one.
• For instance, room heaters would have a larger market in areas of the country which has severe winter, but not much of a market in Maharashtra or Goa.
• Accordingly, one will have to decide, whether the scale of one's business will be local regional or national, or international.

Demographic

• Customers are individuals and there are many factors that go into the making of an individual personality such as age, race, religion, gender, income level, family size, occupation, education level, and marital status.

Psychographic

• There are certain products that have different considerations to some people than the feeling of necessity.
• The desire for a feeling of elevated status, enhanced appearance, and feeling rich are some considerations that go into the purchase examples.
• These factors are the psychographic variables that influence buying decisions.
• This applies especially to luxury items.
• Owning a particular brand of car, or gadget or wearing a costume of a particular brand and style may be a status symbol for some.
• Since all products do not have a uniform and extensive range, most businesses use a combination of the above to segment their markets. Demographic and geographic criteria will usually identify and define the target markets.
• This will give you a clear idea of the purchasing power of the potential customers and will also establish the product is easily accessible to them in their location.
• Then mostly the psychographic and behaviouristic factors are brought into play to launch a promotional campaign that will appeal to the individuals within the target market.

The correct answer is to Remember the human

Key Points

• Netiquette is short for "Internet etiquette."
• Just like etiquette is a code of polite behavior in society, netiquette is a code of good behavior on the Internet.
• This includes several aspects of the Internet, such as email, social media, online chat, web forums, website comments, multiplayer gaming, and other types of online communication.

Core Rules of Netiquette

Respect other people's time and bandwidth

• Electronic communication takes time: time to read and time in which to respond.
• Most people today lead busy lives, just like you do, and don't have time to read or respond to frivolous emails or discussion posts.
• As a virtual world communicator, it is your responsibility to make sure that the time spent reading your words isn't wasted.
• Make your written communication meaningful and to the point, without extraneous text or superfluous graphics, or attachments that may take forever to download.

Remember the Human

• When communicating electronically, whether through email, instant message, discussion post, text, or some other method, practice the Golden Rule:
• Do unto others as you would have others do unto you.
• Remember, your written words are read by real people, all deserving respectful communication.
• Before you press "send" or "submit," ask yourself, "Would I be okay with this if someone else had written it?"

Adhere to the same standards of behavior online that you follow in real life:

• While it can be argued that standards of behavior may be different in the virtual world, they certainly should not be lower.
• You should do your best to act within the laws and ethical manners of society whenever you inhabit "cyberspace."
• Would you behave rudely to someone face-to-face? On most occasions, no. Neither should you behave this way in the virtual world.

Respect other people's privacy

• Another important netiquette rule for online etiquette is valuing other people’s privacy.
• Receiving confidential information comes with responsibility.
• It can be very tempting and easy to forward an email or image, but you must never compromise your colleague’s or company’s privacy. Without permission, never make the confidential information public in cyberspace.
• And only share information with people it concerns.
• This is a very important etiquette rule for students.

The correct answer is option 4

Key PointsCyberbullying

• Cyberbullying is bullying with the use of digital technologies.
• It can take place on social media, messaging platforms, gaming platforms, and mobile phones.
• It is repeated behavior, aimed at scaring, angering, or shaming those who are targeted.

Examples include

• Spreading lies about or posting embarrassing photos or videos of someone on social media
• Sending hurtful, abusive, or threatening messages, images, or videos via messaging platforms
• Impersonating someone and sending mean messages to others on their behalf or through fake accounts.

Effects of cyberbullying

• When bullying happens online it can feel as if you’re being attacked everywhere, even inside your own home.
• It can seem like there’s no escape.
• The effects can last a long time and affect a person in many ways:
• Mentally – feeling upset, embarrassed, stupid, even afraid or angry 
• Emotionally – feeling ashamed or losing interest in the things you love
• Physically – tired (loss of sleep), or experiencing symptoms like stomach aches and headaches 
   

Additional Information

• For bullying to stop, it needs to be identified, and reporting it is key.

The correct answer is the Marketing industry.

 Key Points

• Social media tools have become the new must-have tool in the marketing world. 
• Digital and internet marketing are on the rise, and those with no presence on social media will slowly become extinct. 
• Entrepreneurs and small business owners are beginning to rely on social media sites to spread the word about their companies. 
• Internet marketing at this point is almost synonymous with social media because it is almost guaranteed to reach the largest audience and produce the greatest effects. 
• The future of the marketing world promises to be shaped by social media.
• According to the Nielsen Social Media Report, active social media users have a higher likelihood of being influenced offline. 
• Social media is now beginning to impact its’ users’ decision-making processes. 
• Reviews and blogs are posted constantly describing colleges, restaurants, products, companies, etc. 
• Some people have learned to rely on these reviews to make their decisions. 

The correct answer is Blogging/Community Building

Key Points

• People choose these types of Social Media networks for publishing, discovering, and commenting on articles, social media blogs, and other content on the web.
• Content marketing is one of the most powerful ways to target, attract, engage and convert a target audience.
• It is going to be the base of successful online marketing campaigns that play the most important role in the conversion funnels of Digital Marketing campaigns. 
• Tumblr is a micro-blogging service and Medium (Social Publishing Platform) is the latest blogging and publishing network.
• These networks are a must for businesses that want to effectively use Content Marketing, plus, you can share this content on a variety of Social Networks like Facebook, Twitter, LinkedIn, etc.
• Content that you use on these networks will also help you create a niche for your business and audiences who are in search of information concerning that niche will for sure visit your blog or site.

The correct answer is Expert in Financing

Key Points

• Because radio is all about voice and words, a Radio Jockey must have a charming, lively, and engaging personality.
• Aside from that, there are a few more skill sets needed to be a competent radio jockey, which are listed below:

1. Voice Modulation
2. Keep oneself updated
3. Good Sense of Humour
4. Spontaneous
5. Clarity of Speech
6. Correct Pronunciation
7. Being Expressive and Creative
8. Basic Technical knowledge to handle equipment 

• In general, an RJ's role is to inform, update, and entertain its listeners.
• Their job entails presenting numerous music programs and entertaining the audience with other components such as interviews with guests, musicians, artists, and well-known individuals, either related to the music or not - delivering commentary on a music piece, and managing listener requests.

The correct answer is The Red and Blue Networks

Key Points

• The first true radio network was the National Broadcasting Company (NBC), a subsidiary of the Radio Corporation of America (RCA).
• Like Westinghouse was active in developing commercial radio for the public.
• In 1926, NBC operated two networks, called the Red and Blue Networks.
• The Red network features music and other types of entertainment, while the Blue network focused on news and information broadcasts.
• In 1939, the Federal Communication Commission (FCC) determined that NBC’s Red and Blue networks were too dominant in the radio market.
• The FCC ordered  Radio Corporation of America (RCA) to sell one of the two networks to create more competition in the industry.
• Although RCA fought the FCC’s order in the courts, the FCC prevailed.
• RCA sold its Blue Network in 1943 to the creator of Lifesavers candy, and the Blue Network changed its name to the American Broadcasting Corporation (ABC) two years later.

The correct answer is Overlay

Key PointsTelevision advertising comes in many different forms, including:

Television Commercials (TVC):

• TVCs are the most common type of television ad.
• They typically last between 15 and 60 seconds and air during commercial breaks.

Product Placement:

• Product placement is when a product or service is featured prominently in a TV show or movie.
• This can be done organically as part of the story (e.g. a character using an iPhone) or through explicit placement like when a product is shown in close-up or used in a key scene.

Brand Integration:

• Brand integration is when a brand becomes part of the fabric of a TV show.
• That is when the entire script revolves around a particular brand or has its offering as a special prize (e.g. Fear Factor where contestants win a Ford truck).

Infomercials:

• Infomercials are lengthy TV ads that usually air late at night or on weekends.
• They typically last for 30 minutes or more and include a call to action, such as a phone number or website URL.

Overlay:

• Overlays are short, 10-second ads that appear over the bottom of the screen during a TV show.
• They are typically used to promote upcoming programs or products during live events.

The correct answer is Non-fiction Formats

Key Points

• TV programs can broadly be categorized into Non-fiction and Fiction formats:

The Non-fiction formats

• Television News: A TV newscast is however ideal for presenting ceremonial events like coronations, swearing-in ceremonies, arrivals, and departures of VIPs, signing of treaties, parades, inaugurations, and sports.
• News Bulletins: Chat shows, panel discussions, and news magazines are some of the popular formats within the bulleting genre.
• TV Documentaries: The aims of the documentary are to enlighten, arouse, motivate or simply entertain.
• In a documentary, the story dictates the film technique and not vice versa.
• The film is used here as a tool to document reality, the way it is, and not to display gimmicks of the crew involved in shooting reality, even though the documentary is essentially a creative interpretation of reality.
• Personality interviews, present the celebrities.
• These are content interviews in which the message rather than the personality is of importance and a variation of this can be a group interview like a press conference.
• Quizzes and game show: These studio-based programs are known for their audience participation of the studio audience and the viewers watching from home.
• Music and dance programs: Programmes like countdown shows, ‘chitrahaar’, and all the talent hunts or dance competitions are part of this category.
• Reality shows: these aim at hitting below the belt of a group of participants as it involves attractive payoffs.
• These shows capture the candid moments of the participants, which could be very private.
• These are designed around a game, which pitches the participants against each other, and the journey to the end of the game is what provides the ‘reality’.
• MTV Roadies and Splitsvilla are popular examples.
• Travel and lifestyle: travel TV includes visual travelogues and lifestyle programming gives a roundup of all the latest happenings in the field of fashion, food, and films, and reflects on the latest trends in lifestyle.

The fiction formats

• Soap Operas: soap operas are long-running stories. The Indian soap opera borrows more from the Mexican telenovela (television novel) genre and not the American soap. Humlog, Buniyaad started the journey of soaps in India.
• Mythologies: Stories related to epics or any mythic character forms a part of mythologies like Ramayana and Mahabharata.
• Thrillers: these are aimed at sending a chill down the viewer’s spine.
• These require a lot of creative thinking and a specific kind of execution to entertain people. E.g. Aahat, Shhhh… Koi Hai?...., etc
• Children Programmes: these include cartoons, puppet shows, educational shows, stories and fables with morals, quiz shows, etc. e.g, ‘the jungle book’, ‘Chhota Bheem, etc

The correct answer is All of the above

Key Points

• As products of mass culture, movies reflect cultural attitudes, trends, and concerns.
• The Birth of a Nation by D. W. Griffith, which offered a prejudiced interpretation of the American Civil War and its aftermath, reflected racial tensions of the time it was made.
• Films from World War II reflected the pro-war, patriotic attitudes of the day.
• Movies embraced more liberal positions regarding sexuality and violence throughout the 1960s and 1970s as an anti-establishment youth culture grew in popularity, and they also showed cynicism about prevailing social systems.
• After the failure of the Vietnam War, films reflected a more ambivalent attitude toward war.
• The MPAA rating system, established in 1968, gave filmmakers greater freedom in the content they were able to portray on screen.
• Movies shape cultural attitudes and customs, as audiences adopt the attitudes and styles of the characters they watch on screen.
• Filmmakers may use their movies to influence cultural attitudes toward certain social issues, as in Fahrenheit 9/11 and Super Size Me.

The correct answer is Action-adventure

Key Points

• The buddy movie is a subgenre of action-adventure movies in which two protagonists(Hero) work together to resolve conflicts, often while dealing with conflicts between themselves.
• The conflicts between the characters frequently arise because the two characters are very different people.
• As movie scholar Robert B. Ray points out, one of the characters is often what is known as the “outlaw hero.” This character is an adventurer, explorer, gunfighter, wanderer, and a loner.
• He stands for self-determination and freedom from entanglements; he is the “natural man.”
• He may see women as the object of lust, but views any significant relationship with a woman as an impediment to his freedom.
• The other character is the “official hero,” who may be a teacher, lawyer, politician, farmer, or family man.
• This character stands for collective action and objective legal process that supersedes private notions of right and wrong; he is the “civilized man.”
• If he is involved in a romantic relationship, he sees it as desirable and fulfilling.
   

Additional Information

Common movie genres

• The most common genres in movies are comedies, action adventures, and dramas. Within each genre, there are numerous subgenres. 
• For example, some comedies are romantic comedies; some action movies are buddy movies.

The correct answer is All of the above

Key Points

• Cinema is essential for story-telling or in other words a Narrative medium.
• Cinema tells stories on screen by means of visuals and sounds i.e. in an Audiovisual manner.
• Cinema tells stories that are bound in time and space i.e. they are Spatiotemporal.
• Cinema is an audio-visual, Spatio-temporal, narrative medium.
• Visual on-screen contain Actors, Locations, Lighting, Objects, and Composition.
• These are the basic elements that go into the composition of any film.
• That is how Cinema tells stories in its own way.
• Cinema uses the story-telling techniques of literature
• Cinema uses the same basic elements of line, shapes, and colors/tones in composing visuals like Painting 
• Cinema uses [the illusion of] the three-dimensional space and composes figures in-depth and offers multiple points of view
• Cinema uses architecture and natural structures as settings.
• Cinema uses music as a part of the story and dramatic structure
• Cinema uses actors and depends upon their performances

The correct answer is The Phatic Stage

Key Points

• There are three stages of interpersonal communication.

1. The Phatic Stage
2. The Personal Stage
3. The Intimate Stage

The Phatic Stage  

• This word is derived from the Greek word 'phasis' meaning an utterance.
• This is the formal stage of conversation and begins with the usual salutation like Hi! Hello! Namaskar! Salaam Aleikum etc.
• The salutation would be more or less the same, whether the persons meeting and greeting each other or are meeting for the first time.
• It is the warming up stage, that may or may not lead to the next i.e personal stage.

The Personal Stage

• In this stage, we are prepared to open up a bit more with our feelings and thoughts and would talk about our job, profession, family, friends, etc. 
• A reciprocal response is expected during this conversation.
• Like’s what I told you about me, but hey, I would like to know more about you similarly.
• This stage also means that we are willing to go beyond the formal stage with a new acquaintance.

The Intimate Stage 

• It is reserved for friends and relatives, whom we trust and look to for listening to and sharing our personal feelings.
• The degree of intimacy depends upon the closeness of the relationship.
• We tend to share our anxieties and ambitions during these conversations.

The correct answer is Prototype

Key Points

• Documentation is used to visually plan the site while taking into account the purpose, audience, and content, to design the site structure, content, and interactions that are most suitable for the website.
• Documentation may be considered a prototype for the website.
• A model which allows the website layout to be reviewed, resulting in suggested changes, improvements, and/or enhancements.
• This review process increases the likelihood of the success of the website.
• The first step may involve information architecture in which the content is categorized and the information structure is formulated.
• The information structure is used to develop a document or visual diagram called a site map.
• This creates a visual of how the web pages or content will be interconnected and may help in deciding what content will be placed on what pages

The correct answer is All of the above

Key PointsIssues with Journalism in India

Erosion of ethics in journalism:

• In India instances of violation of ethical norms and principles; from indulging in Paid News, spreading Fake News, engaging in sensationalism and exaggerating trivial stories, creating misleading headlines, breach of privacy, and distortion of facts have increased manifold.

Biased reporting:

• Openly taking sides and bias in reporting.
• Besides this, many mainstream news media outlets and their journalists are found to be engaging in one-sided media trials, lobbying for personal gains, blackmailing, manipulating news stories, engaging in malicious and defamatory reporting, and running propaganda and disinformation campaigns.

Misuse of freedom of speech and press:

• There is a growing concern in the country that many Indian news media outlets have shown little respect for journalistic ethics and norms by regularly crossing the limits and becoming habitual offenders.
• In fact, the critics of unethical conduct of the news media are demanding stringent regulation in place of ineffective self-regulatory mechanisms and their voices are growing louder day by day.
• It may be noted that like many other liberal democracies, India too recognizes the primacy of the Freedom of the Press and allows for self-regulation of news media

Manipulation of TRPs:

• Recently, various claims have been made about the manipulation of TRPs (Target Rating Points) by some TV channels by rigging the devices used by the Broadcast Audience Research Council (BARC) India.
• TRP is the metric used by marketing and advertising agencies to evaluate viewership. It represents how many people, from which socio-economic categories, watched which channels for how much time during a particular period.
• This period is one minute as per international standards.

The correct answer is None

Key PointsResponsibilities of Journalists

Legal Responsibilities

• In addition to serving the public interest, journalists must also follow the law, especially regarding the confidentiality and privacy of the people they interview or write about.
• For example, while journalists often tape-record their interviews to ensure accuracy, federal and state laws generally make it illegal to record a conversation without the permission of the other party.
• In this case, journalists must tell their sources they're recording the interview before it begins.
• Journalists must also understand the laws regarding libel and invasion of privacy.
• If a journalist is careless when reporting criminal allegations against a person, for example, he could face a defamation lawsuit if the accusations are proved untrue.

Ethical Responsibilities

• Some aspects of a journalist's job are not subject to any kind of law but are just as important.
• Journalists must strive to present an accurate, well-balanced explanation of the stories they cover.
• For example, they have an obligation to present all sides of an issue, conduct extensive research, and talk to several sources knowledgeable about the subject.
• If they present only popular opinion, or if they conduct minimal research without fully exploring the subject, they don't give readers and viewers the information they need to understand the implications of the event or issue.
• Journalists must also be honest with the people they interview, telling them before talking to them what the article is about and that they plan to quote them in the piece.

Reporting Duties

• Before journalists can write about a subject, they must first gather information.
• They usually conduct several interviews with people involved in or having knowledge of the subject.
• They may also go to the scene of an event, such as a crime or an accident, to interview witnesses or law enforcement officers and to document what they see.
• In addition, they often search public records or other databases to find information and statistics to back up their stories.
• Researching a story is often similar to conducting an investigation, and journalists must sometimes ask difficult questions.
• They may have to invest a lot of time tracking down information and people relevant to the story.

The correct answer is the social power of media convergence

Key Points

• The death of Michael Jackson in June 2009 demonstrated the social power of media convergence.
• The reaction to Jackson’s death demonstrated how the media have changed from the old model.
• From which only a small number of media companies produced content and targeted it at a passive audience, to a new model that is highly interactive and participatory and permits a wide range of content creators to share their work.
• Fans could provide the media companies feedback through text messages, tweets (Twitter messages), and emails.
• They could also communicate directly with one another without the help of the media companies.
• Here, fans built their own online communities around their passions and connected with other fans worldwide.
• This relative subordination of the major media represents a significant paradigm shift, as the media now must share information with us, rather than direct information at us.

The correct answer is XSL

Key PointsHTML

• HTML, which stands for Hypertext Markup Language, is webpage's predominant markup language.
• It provides a means to create structured documents by denoting structural semantics for text such as headings, paragraphs, lists, links, quotes, and other items.
• It allows images and objects to be embedded and can be used to create interactive forms.
• It is written in the form of HTML elements consisting of "tags" surrounded by angle brackets within the web page content.
• It can load scripts in languages such as JavaScript which affect the behavior of HTML web pages.

XML

• XML (Extensible Markup Language) is a set of rules for encoding documents electronically.
• It is defined in the XML 1.0 Specification[3] produced by the W3C, and several other related specifications, all of the gratis open standards' design goals emphasize simplicity, generality, and usability over the Internet. 
• It is a textual data format, with strong support via Unicode for the languages of the world.
• Although XML's design focuses on documents, it is widely used for the representation of arbitrary data structures, for example in web services.

XHTML

• XHTML (Extensible Hypertext Markup Language) is a family of XML markup languages that mirror or extend versions of the widely used Hypertext Markup Language (HTML), which is the language in which web pages are written.
• While HTML (prior to HTML5) was defined as an application of Standard Generalized Markup Language (SGML),
• A very flexible markup language framework, XHTML is an application of XML, a more restrictive subset of SGML.
• Because XHTML documents need to be well-formed, they can be parsed using standard XML parsers—unlike HTML, which requires a lenient HTML-specific parser.

The correct answer is Websites

Key Points

• Blogs allow users to maintain their own websites, often at no cost.
• Most blog hosts earn revenue by selling advertising on individual blogs.
• Blogs may contain the blogger’s (blog owner’s) ideas and observations, maybe a journal of the blogger’s activities, or may be devoted to a subject of personal or professional interest.
• Blogs are typically posted in chronological order, like a diary or journal, with the most recent posting appearing at the top of the blog.
• Technorati, a blog search engine, and marketing firm tracks over 100 million blogs and identifies the most popular blogs and the most common topics discussed on blogs.
• While some bloggers attempt to generate income through their blogs.
• However, many businesses maintain blogs to communicate with their stakeholders, customers, suppliers, partners, and employees.
• For many Internet users, blogging has given way to social networking sites.

The correct answer is Address

Key Points

• In new media, the product is called a website.
• Every website has an address. 
• A website is a collection of publicly accessible, interlinked Web pages that share a single domain name.
• Websites can be created and maintained by an individual, group, business, or organization to serve a variety of purposes.
• Together, all publicly accessible websites constitute the World Wide Web.
• Websites come in a nearly endless variety, including educational sites, news sites, forums, social media sites, e-commerce sites, and so on.
• Every web page has a unique address called Uniform Resource Locator (URL).
• It is known as an address of a particular internet resource.
• Both the location and resources are attached to it when invoking an URL.

A URL contains the following information:

• The protocol used by the URL is used to find the resources attached to it.
• The domain name or the IP information.
• The port number of the resource.
• The place where the resource is stashed in the directory server
• Fragment identifier

The correct answer is Internet

Key Points

• The internet has proven to be a boon for businesses, as it is a powerful, yet cost-effective way to advertise.
• You can attract new customers, reach out to your existing customers, and overall.
• You'll be able to connect and engage with a vast audience from all over the world.
• Online advertising is the most active area of advertising today.
• This includes ads on social media, banner ads, search engine ads, ads on mobile devices, and ads on free ad networks.
• The distinguishing characteristic of online advertising is its use of data.
• Online advertising platforms leverage user data to target advertising to specific users.
• This is a powerful tool for advertising campaigns.
• Online advertising is often divided into cost-per-impression (CPI) and cost-per-click (CPC) pricing models.
• In a CPI model, you pay for every time a consumer is exposed to your ad.
• In CPC pricing, you pay every time a user is actually interested enough to click through your advertisement to your site.
• Online advertising goes far beyond having a website or Facebook page for a company or product. Social media ads on sites like Twitter and LinkedIn can funnel specific types of consumers to businesses.

The correct answer is Advertising indirectly

Key PointsSurrogate Advertising (Advertising indirectly):

• Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law.
• Advertisements for products like tobacco, cigarettes, or alcohol that are injurious to health are prohibited by law in several countries.
• Hence these companies come up with several other products that have the same brand name and indirectly remind people of the cigarettes or alcohol of the same brand by advertising the other products.
• Common examples include Fosters and Kingfisher beer brands, which are often seen to promote their brand with the help of surrogate advertising.

The correct answer is ​Richard O’Sullivan

Key Points

• Advertising infuses images and ideas into products and services, just as the meanings of products and services are infused into images and ideas, notes Richard O'Sullivan.
• Powerful, visual advertising presentations compel consumers to purchase goods, services, and ideas as a way to achieve emotional fulfillment.
• Persuasion is the core mission of advertising.
• Advertising tells you how the product, service, or idea you are considering will improve your life. 
• According to Richard O'Sullivan, author of "The Social and Cultural Effects of Advertising," advertising feeds on the concepts of ideology, myth, art, sexual attraction, and religion.

Additional Information

• Richard O’Sullivan is the Vice President & General Manager for Australia & New Zealand at InMobi.
• He brings a global perspective with over 20 years of experience in the marketing & advertising industry, having worked for technology & media companies across London, Dubai, Singapore, New York, Sydney & Melbourne. 

The correct answer is Directory targeting

Key Points

Types of Targeted Advertising

Contextual targeting 

• Marketing professionals can position advertisements with other relevant material by using contextual targeting.
• Contextual targeting fits the content of the advertisement with the environment in which it is put rather than plastering advertising all over the internet in locations that have nothing to do with the brand or the product being provided.
• Customers will have a more cohesive experience as a result, which will assist them to understand how your product relates to their interests.
• An illustration of contextual advertising would be a running and training-related blog featuring an advertisement for a brand of sports shoes.
• In most cases, marketers will design an advertisement and link it to particular keywords, which the ad publisher will then scan to match with appropriate positioning.

Behavioral targeting

• Similar to contextual advertising, behavioral targeting places adverts across the web while taking user behavior and browsing activity into account.
• You can target clients with adverts using this form of ad targeting based on their search or browsing history.
• Links that have been clicked, transactions made, time spent on websites, social network followers, and more can also influence behavioral ad targeting.

Geotargeting

• For brands that are regionally or locally focused, geotargeting is a crucial element in a marketer's toolbox.
• Simply put, geotargeting tells advertising to publish for customers based on their location.
• This is helpful for companies who market events in specific locations or for businesses that offer products that depend on geography.

The correct answer is ​Attitude

Key Pointswe can distinguish five roles people might play in a buying decision:

• Initiator: A person who first suggests the idea of buying a particular product or service.
• Influencer: A person whose view or advice influences the decision.
• Decider: A person who decides on any component of a buying decision; whether to buy, what to buy, how to buy, or where to buy.
• Buyer: The person who makes the actual purchase.
• User: A person who consumes or uses the product or service.
• A company needs to identify these roles because they have implications for designing the product, determining messages, arid allocating the promotional budget.
• Knowing the main participants and their roles helps the marketer fine-tune the marketing program.

The correct answer is a billboard ad & a wallpaper

Key PointsWallpaper/Skin ad

• The Wallpaper/Skin ad format consists of two creatives: a billboard ad and a wallpaper, which is an image displayed as the background at the top of the website.
• Due to the responsive build of the website, content is displayed with different widths depending on the screen size, resolution, and browser settings.
• The possible widths of the area set aside for website content are: 1360px and 1000px.
• The wallpaper prepared should consider the area that will be visible only with a website content width of 1000px.
• This area must not contain text or critical graphic symbols (e.g. logo).

Billboard:

• Dimensions: 750x300px
• Format: jpg/png/gif/html5/Java Script
• File size: max 150kb

Wallpaper:

• Size: 1336 px (full page width)x1010px
• Format: jpg/png
• File size: max 200kb
  • It is not recommended to use logos and text on the wallpaper because depending on the screen size, resolution, and browser settings, this content may not be visible to the user or may be partially cut off- for most devices, a width of 100px is a safe area;
  • It is recommended that the wallpaper transitions into a uniform white background on all the outer edges, so as to obtain the effect of smooth integration with the rest of the website;
  • The space for site content must not be marked on the wallpaper. A background consistent with the rest of the wallpaper should be used here;

The correct answer is information and persuasion

Key Points

• Advertising is a powerful communication force and vital marketing tool helping to sell goods, services, images, and ideas through a channel of information and persuasion.
• Advertising convinces people to buy products.
• All advertising contains both information and persuasion.
• Today we can say advertising is a communication, marketing, public-relation, information, and persuasion process.
• Advertising reaches us through a channel of communication referred to as a medium.
• It is usually aimed at a particular segment of the population the target audience (Consumers and business).
• Basically, it is a medium of dissemination of information and persuasion.
• It always creates a glamorous area.
• Today advertising covers almost every area of the thought process and action of society.
• It is considered to be a highly sophisticated communication force and a powerful marketing tool.
• In other words, we can say that it is a complete psychological treatment of the consumer and a very creative and glamorous area also.

The correct answer is All of the above

Key PointsThe basics of social media Netiquette

• The demands of social media etiquette differ from one platform to the next.
• For example, reposting someone’s content on Instagram requires much more care than retweeting someone on Twitter.
• On the flip side, there are some basic dos and don’ts that essentially apply to all platforms:

Don’t be overly promotional 

• Try not to message all your customers asking them to buy your products and avoid sharing constant advertisements on your page.
• Make your social profiles a blend of promotional and valuable content.

Avoid over-automation 

• While scheduling your posts in advance and automating analytics is helpful, don’t automate everything.
• Some things still need a human touch.

Handle your hashtags carefully 

• Avoid using too many hashtags at once.
• Even on Instagram, where you can use 30 hashtags in a single caption, it’s important not to overdo it.

Don’t bad-mouth your competition 

• Don’t be petty.
• Saying negative things about your competitors online will harm your reputation more than it hurts theirs.

Be authentic and genuine 

• Don’t try to be something you’re not.
• Remember that your customers can learn whatever they need to know about your brand online today and things like authenticity can definitely go a long way.

The correct answer is Malware

Key Points

• Ransomware has similar attributes to malware, and can actually be classified as a subset of malware.
• While ransomware allows attackers to gain full control of your systems just like malware, this one will only restrict access to the personal and confidential files until a ransom is paid (hence the name).
• A ransomware attack will present itself as either a locked computer screen or encrypted files.
• It’s also important to note that a ransomware attack can block access to any type of device, including personal computers, a smartphone, or a tablet. 
• Malware is a type of software program or file that has the ability to disrupt or damage your system with unauthorized access.
• Essentially, these programs act as an inside agent enticing you to download a program, email, or attachment that would allow them access and full control of your system.

These malicious codes can come from many different types of programs including:

• Viruses
• Bugs
• Worms
• Bots
• Rootkits
• Spyware
• Adware
• Trojans 

The correct answer is A free social network

Key Points

• Twitter is a microblogging and social networking service on which users post and interact with messages known as "tweets" owned by American company Twitter, Inc.
• Registered users can post, like, and retweet tweets, however, unregistered users have the ability to only read tweets that are publicly available.
• Tweets were originally restricted to 140 characters, but the limit was doubled to 280 for non-CJK languages in November 2017.
• Audio and video tweets remain limited to 140 seconds for most accounts.
• Twitter was created by Jack Dorsey, Noah Glass, Biz Stone, and Evan Williams in March 2006 and launched in July of that year.
• Twitter, Inc. is based in San Francisco, California, and has more than 25 offices around the world.
• By the start of 2019, Twitter had more than 330 million monthly active users.[17] In practice, the vast majority of tweets are written by a minority of users.
• On April 25, 2022, the Twitter board of directors agreed to a $44 billion buyout by Elon Musk, the CEO of SpaceX and Tesla, potentially making it one of the biggest deals to turn a company private.

The correct answer is Interactive

Key Points

• In this age of technological development, phone-in is the most important format.
• This is called interactive programming where the listener and the presenter talk to each other.
• Their talk goes on air instantly.
• The listener has the satisfaction that his voice is being listened to and replied to immediately.
• Other listeners also listen to him.
• Such presentations need advance publicity so that the listeners get ready to air their grievances/queries or requests.
• They dial up the announced telephone number at a stipulated time and get their problems discussed with experts in the studio.
• Initially, this format was introduced for playing the listeners’ request-based film songs.
• Now it is being used for health-related programs, rural broadcasts, complaints against the government/ administrative machinery, etc.

The correct answer is Sound alone

Key Points

• Radio drama is a story told through sound alone.
• Radio drama (or audio drama, audio play, radio play, radio theatre) is a dramatized, purely acoustic performance, broadcast on radio or published on audio media, such as tape or CD.
• With no visual component, radio drama depends on dialogue, music, and sound effects to help the listener imagine the characters and story.
• “It is auditory in the physical dimension but equally powerful as a visual force in the psychological dimension.”  by Prof Tim Crook, Head of Radio at Goldsmiths University (1999) in Radio Drama.
• Radio drama uses characters, has a beginning, middle, and finish, just like a stage drama, and is built on conflict.
• In the radio play, movement and advancement, typically leading to a crisis or climax, must be hinted at by sounds.
• To avoid confusing the listener, the voices of the characters must be sufficiently distinct from one another.
• Above all else, they must be intriguing. They must also sound authentic and loyal to the character.

The correct answer is  Broadcast signals

Key Points

• All television content comes to our TV sets via broadcast signals.
• There are four broadcast signals, each of which, separately controls the following:
  • The brightness of the image 
  • Colour of the image
  • Audio from the image
  • Synchronization of the transmitter and the receiver
• The central principle of all video equipment is that a focused image must be converted into a broadcast signal, which is then transmitted by radio waves.
• These waves travel through the atmosphere at the speed of light and can accommodate vast amounts of information.
• When the signal is received, it is reassembled on a screen as a visible image.

The correct answer is National Film Development Corporation

Key PointsNational Film Development Corporation (NFDC)

• The NFDC was established by the government in 1975 with the major purpose of encouraging the production of quality films with a social purpose.

Its Functions also include

1. The import and export of feature films,
2. The distribution of raw film stock,
3. Cameras, and other production equipment imported from abroad,
4. An exhibition of films through existing cinema halls and new ones planned by the NFDC,
5. Providing loans and grants for the production of quality films and
6. Encouraging research and development activities for improving film production materials.

• Collaboration with film production companies nationally and internationally also comes within the purview of the NFDC.
• Sub-titling movies is another major activity of the NFDC for which it has established the necessary facilities in Pune.
• It has also opened offices in New York, London, and Hong Kong, for promoting Indian Films in the foreign market.
• The NFDC also provides facilities for the videotaping of films.
• It has regional offices in different states.

The correct answer is 1935

Key Points

• The first Assamese film was Jyotiprasad Agarwala’s JOYMATI, released on 10 March 1935.
• Based on Lakshminath Bezbaroa's play about the 17th-century Ahom princess Soti Joymoti.
• The film was produced and directed by the noted Assamese poet, author, and filmmaker Jyoti Prasad Agarwala.
• Joymoti was screened at the 50th International Conference of the Society For Cinema and Media Studies (SCMC) of Northwestern University in Evanston, Illinois, the United States in March 2011.
• The film was the first Indian talkie to have used Dubbing and Re-recording Technology, and the first to engage with "realism" and politics in Indian cinema.

Additional Information

• Assamese cinema is cinema in the Assamese language, watched primarily in Assam, India.
• The industry was born in 1935 when Jyoti Prasad Agarwala released his movie ‘Joymoti’.
• Since then Assamese cinema has developed a slow-paced, sensitive style, especially with the movies of Bhabendra Nath Saikia and Jhanu Barua.

The correct answer is Harold Lloyd

Key Points

• Harold Clayton Lloyd Sr. (April 20, 1893 – March 8, 1971) was an American actor, comedian, and stunt performer who appeared in many silent comedy films.
• Considered one of the most influential film slapstick comedians of the silent film era.
• Lloyd made nearly 200 comedy films, both silent and talkies.
• He usually played middle-class characters.
• In 1953, Lloyd received an Academy Honorary Award for being a "master comedian and good citizen".

Additional Information

Slapstick comedy

• Slapstick comedy is primarily a physical kind of comedy based around pratfalls and mild comic violence — smacks in the head, pokes in the eyes, people falling down, etc.
• Also known as "physical comedy," slapstick is more action than words and for the longest time, many slapstick comedians didn't talk.
• This style of comedy requires great timing, animated facial expressions, and quite a bit of acrobatics to pull off.

The correct answer is ​Both Option 1 & option 2

Key Points

• Film Production is a very big process that involves a lot of people.
• The major players in the film production process are as follows:

Key Players in Film Production

The Producer

• The producer is the person who initiates the idea of production.
• This person may continue with his idea himself and become the actual producer or he may collaborate with someone who is a recognized producer.
• The producer provides for the financing of the project and therefore has power over the production.
• He is also the chief business executive who is responsible for the film’s corporate management which includes business planning, insurance, contracting, hiring, etc.
• Since his money is at stake, a producer most of the time gets involved with the casting process of the film.

The Director

• The Director, who is also known as the artistic director, is in charge of all the film production.
• He is the film’s primary creative authority and is ultimately responsible for virtually everything that appears on the screen.
• The responsibilities of the director include; casting (alongside the casting director; if any), coaching actors, arranging blockings, deciding camera shots, overseeing editing, etc.

Production Manager

• The production manager has the responsibility of running or managing the entire production.
• This means that he must ensure that all the materials that are needed for the production are available.
• He secures locations whether special or common sets props and makes sure that everybody needed to be at the right place at the right time and doing the right thing.
• The production manager bears the weight of the whole production since he must effectively manage money, materials, equipment, and people.

Script Writer

• This is the person that creates the screenplay.
• He may be the originator of the story and wants to either market it or produce it himself.
• He may also be hired to write a screenplay based on a concept (story idea), a treatment (story outline of several pages or more, with character
• description), or an adaptation of a novel, play, or short story.

Composer

• The composer, who is also known as the music director composes or selects music to be heard during the film.
• The music can be classical or popular, symphonic or guitar, traditional or modern.
• If an existing soundtrack is needed, the composer makes the arrangement for obtaining the copyright for the music.
• On the other hand, if fresh music is needed, he composes the music and arranges for the performance.

The correct answer is Cyclic

Key PointsSchramm’s Model of communication

• Wilbur Schramm, a well-known communication theorist, developed a straightforward communications model in his book “The Process and Effects of Mass Communications“.
• Wilbur Schramm postulated Schramm’s Model of Communication in 1954.
• According to the Schramm Communication Model, communication is cyclic; the sender and recipient of the message can be the same person.
• Schramm said that communication always requires three elements – the source, the message, and the destination.
• Ideally, the source encodes a message and transmits it to its destination via some channels, where the message is received and decoded.
• The Schramm Communication Model offers a classic approach to and explanation of communication.
• It can be used to determine how communication between two people works when they’re exchanging information, ideas, or attitudes.
• This model was adapted from the theories of another theorist Osgood, so it is also known as the Osgood and Schramm Model of Communication or Encode-Decode Model of Communication.

Schramm’s Model has different parts for communications where

• The sender is the person who sends the message.
• The encoder is the person who turns the message to be sent into codes. We need to think of the right words to say and in what order we should send our messages to communicate our ideas to the message receiver.
• The decoder is the person who gets the encoded message which has been sent by the encoder and converts it into the language understandable by the person.
• When receiving a message, we need to use our reading skills, listening skills, etc. to decode the message so it makes sense to us.
• The interpreter is the person who works to understand and analyze the message.
• The message is received after interpretation.
• The interpreter and receiver are the same people.
• One person may interpret the message in a totally different way from someone else.
• Or, they may not understand it the same way as the encoder, meaning they have ‘misinterpreted’ the text.
• The receiver is the person who gets the message. He/she decodes and interprets the actual message.
• The message is the data sent by the sender and the information that the receiver gets.
• Feedback is the process of acknowledging the received message by the receiver.
• Medium or media is the channel used to send the message.
• Noise is the interference and interruptions caused during the process.
• It is also created when the intended meaning of the message sent by the sender and the meaning interpreted by the receiver is different which is known as Semantic Noise.