Match List – I and List – II: List I (Concept)List II (Description)(a) Alternative Media 1. Measuring media use(b) Media aesthetics 2. Non mainstream media(c) Media Consumption 3. Design and analysis of visual and audiovisual materials(d) Media Literacy 4. Competence in using media devices Codes:(a)(b)(c)(d)(A)4321(B)1432(C)2314(D)3231 Correct Ans: (C) Explanation: Media plays a vital role in shaping communication and information dissemination. Therefore, understanding its key concepts is essential for both professionals and consumers. To begin with, Alternative Media refers to non-mainstream media sources that operate outside traditional corporate or government-controlled outlets. These platforms often focus on underrepresented voices, social activism, and independent journalism. Moreover, they provide alternative perspectives to challenge dominant narratives and promote diverse viewpoints. Similarly, Media Aesthetics involves the design and analysis of visual and audiovisual materials. It specifically focuses on how colors, images, sounds, and layouts contribute to the overall impact of media content. Furthermore, this concept is essential in filmmaking, advertising, and digital content creation, as it significantly enhances audience engagement and emotional connection. In addition, Media Consumption refers to the process of measuring and analyzing how people use different media channels, including television, radio, digital platforms, and print. This concept is particularly useful for researchers who seek to understand audience preferences, content reach, and the effectiveness of media campaigns. Consequently, businesses and media organizations can refine their strategies to better connect with their target audience. Lastly, Media Literacy refers to the competence in using and critically analyzing media devices and content. It enables individuals to interpret, evaluate, and create media responsibly. Given the rise of digital communication, media literacy has become even more crucial in distinguishing between credible information and misinformation. Overall, by understanding these key concepts, media professionals and audiences can navigate the evolving media landscape more effectively. As a result, they can ensure better communication, informed decision-making, and a more critical approach to media consumption.