Read the following passage and answer Questions.
The boundaries between publisher, producer, distributor, consumer and reviewer of content are blurring. Mass media now incorporate many interpersonal and interactive aspects such as call-in radio and TV shows, home shopping through televisions with viewer conversations and telephone or online ordering, online commentaries and information accompanying television programs, 900-number hotlines or newsgroup discussions about weekly soap opera plot lines and characters, etc. Thus new media provide many more ways to choose content, which increases the influence of structural and cultural (factors) on peoples’ notion of choice. Providing multiple forms of access to content which is freed from its linkages to particular physical distribution forms free us from constraints on allocation and transformation. Many people can use the same content at the same time. Selected aspects of content may be used in the sequence and timing preferred by the individual.
One paradox of this increased accessibility and decreased dependence on specific distribution media is that now individuals must make more choices, must have more prior knowledge, and must put forth more effort to integrate and make sense of the communication. Interactivity and choice are not universal benefits; many people do not have the energy, desire, need or training to engage in such processes. It is partially due to the idealization of the interactive nature of face to face communication that we expect everyone will desire such capabilities. Some people really do love ATMs and answering machines. Being forced to wait in line to interact with people we have no connection with, while taking time away from interacting with others with whom we really do want to share a band, and is not as attractive as proponents of interpersonal community dialogue imply.
Many prefer the one-way aspect of same mass media and the ability to experience simulated or vicarious choice. Alternatively, the loss of programmed scripts and producer developed plot lines in hypertext novels or interactive programms may in fact lead to more uncertainty and confusion by users, and the lost sense of shared meaning. These changes also imply alterations in asymmetries of choice: that is traditional media tended to locate the choice of initiating the communication in one place. The common example is of traditional telephone calling: a person initiates a call to another without the other having any choice in the initiation. With the traditional telephone one could choose not to answer it, but, even with answering machines, that is not a widely acceptable social choice. Because we have not, until recently assessed the social aspect of telephone choice, we remain somewhat ambivalent about the telephone because of this asymmetry of choice.
The meta-information about consumers enables telemarketers to target potential consumers much more precisely and aggressively, increasing our discomfort with this asymmetry. Thus new media like caller ID, private celler phone networks, are used primarily to offset the asymmetry of choice inherent in this familiar ‘old’ medium.
Q1. What is the reason for disappearing of difference between publisher and distributor?
(A) Technology
(B) Choices
(C) Interactivity
(D) Call-in radio
Correct Ans: (B)
Explanation:
The difference between the publisher and the distributor is disappearing due to choices. With the rise of digital platforms, individuals can now publish and distribute content without relying on traditional intermediaries. Users have multiple options to access, share, and engage with content directly. Additionally, interactive features like online discussions and viewer participation in television programs blur these boundaries further. As people gain more control over content selection and distribution, the traditional roles of media professionals merge, creating a more fluid and user-driven media landscape.
Q2. Why do individuals use content as per their choice?
(A) Structured content
(B) Access to content
(C) Free from physical distribution
(D) Preferences
Correct Ans: (B)
Explanation:
Individuals use content as per their choice due to access to content. Unlike traditional media, where content was restricted by physical distribution, digital platforms provide flexible access. People can consume media in different formats, at their preferred time, and through various devices. Moreover, the availability of on-demand services and interactive elements allows users to customize their media experience. This freedom to choose enhances engagement and enables individuals to consume information based on personal interests and convenience.
Q3. What is the paradox of technology?
(A) More access and less dependence
(B) More dependency and less access
(C) Moderate dependency
(D) Intensive access
Correct Ans: (A)
Explanation:
The paradox of technology lies in more access and less dependence. While technological advancements offer greater accessibility to information and entertainment, they also demand higher user engagement and decision-making. The abundance of options requires individuals to filter, analyze, and make sense of vast amounts of content. Additionally, not everyone desires interactive communication, as some prefer passive media consumption. Thus, although technology provides more control, it also increases cognitive effort, making it both a benefit and a challenge for users.
Q4. What is the preference of many people?
(A) Simulation
(B) Stimulation
(C) Synchronization
(D) Symmetry
Correct Ans: (A)
Explanation:
Many people prefer simulation in media consumption. Instead of actively engaging with interactive content, they enjoy pre-structured narratives, such as traditional television shows and scripted programming. Interactive formats, like hypertext novels or open-ended storytelling, may create confusion and require additional effort. On the other hand, passive media allows viewers to experience vicarious choices without taking direct action. Therefore, many individuals opt for media that offers a structured and predictable experience rather than one that demands their participation.
Q5. What is an example of asymmetrical communication?
(A) Traditional media
(B) Telephone communication
(C) Answering machine
(D) Private networks
Correct Ans: (B)
Explanation:
Telephone communication serves as an example of asymmetrical communication. In traditional phone calls, the caller initiates communication without prior consent from the receiver. While individuals can choose not to answer, social norms often discourage ignoring calls. This creates an imbalance in communication control. Additionally, the emergence of caller ID and private mobile networks has attempted to restore balance by allowing users to filter unwanted interactions. However, the fundamental asymmetry in telephone communication remains a significant aspect of media and technology studies.
