Assertion (A): Often the primary aim of mass media is neither to transmit particular information nor to write a public in some expression of culture belief or values, but simply to catch and hold visual or aural attention. Reason (R): The message of ritual communication is usually latent and ambiguous, depending on associations and symbols […]
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Assertion (A): The “Law” of the suppression of radical potential, will act as a brake on innovation to protect the social or corporate status quo. Reason (R): The institutionalization of all technologies has led to the suppression of any radical tendency and there is no particular reason to suppose that this will be different with
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Assertion (A): Visual emphasis is directly related to the size of the subject in the shot. A close-up, by definition, excludes all other picture elements except the principal subject from the viewer’s attention. Reason (R): As the shot widens out to include more of the principal subject and less of the background area, the principal
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Assertion (A): Copy testing is a message building methodology that is used when an advertisement is conceived or it is in its initial stages of development prior to ad. making. Reason (R): The tests are designed to solicit responses to the main message of ad. as well as the format in which that message is
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Assertion (A): The term culture is characterized by something collective and shared with others. It may not have symbolic form of expression, but have pattern, and order, and devoid of evaluative dimensions. Reason (R): The most general and essential attribute of culture is communication, since culture could not develop, survive, extend and generally succeed without
Understanding Culture and Communication Read More »
Assertion (A): There is a rapidly extending global communication infrastructure, as well as a network of interconnected ownership and management of communication business. Under current conditions, the internationalization of politics and of trade and commerce supports and is stimulated by communication globalization. Reason (R): The effect of such changes may not be experienced directly in
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Assertion (A): The media have obligations to society, and media ownership is a public trust. News media should be truthful, accurate and objective. They should provide a forum for ideas and should be free but self-regulated. Reason (R): Codes of ethics, professional standards and intervention of the society may unlikely to ensure media obligation and
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Assertion (A): The audio control console is a central co-ordination point for all audio signals in a television programme. It is at the audio console where all sound sources including microphones, tapes, records, sound tracks and film and videotape, are regulated, mixed and sent out to the stations transmitter or to a videotape recorder. Reason
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