Read the passage and answer the questions
James Carey was a leading American proponent of cultural studies, writing and speaking prolifically for the past three decades. At a time when US media researchers viewed most cultural studies work with suspicion and skepticism, Carey, in a series of seminal essays, drew on the work of British and Canadian Scholars to defend cultural studies and contrast it with limited – effects perspective. One essential difference he found is that limited – effects theories focus on the transmission of accurate information from a dominant source to passive receivers whereas cultural studies deal with the everyday rituals we rely on to structure and interpret our experiences. Carey argued that the limited – effects view is tied to the transmissional perspective – The idea that mass communication is the ‘Process of transmitting messages at a distance for the purpose of control.’
In the transmissional perspective, car advertisements attempt to persuade us to buy a certain make of automobile, and political campaign messages are designed to influence the voter to vote one way or other. They might or might not be effective in causing us to act as they intend.
The ritual perspective, on the other hand, views mass communication as not ‘directed towards the extension of messages in space but the maintenance of society in time, not the act of imparting information but the representation of shared beliefs’ considers in other words, that communication is a symbolic process whereby reality is produced, maintained, repaired, and transformed’ According to carey a car advertisement sells more than transportation. It is, depending on its actual content, possibly reaffirming The American sense of independence, reinforcing cultural notions of male and female attractiveness, taking into consideration the personal value of consumption regardless of the product.
Q1. Who did inspire carey to work on cultural studies?
(A) American researchers
(B) Canadian researchers
(C) Australian researchers
(D) Peruvian researchers
Correct Ans: (B)
Explanation:
Carey was inspired to delve into cultural studies by Canadian scholars, who influenced his perspective. At a time when U.S. media researchers were skeptical about cultural studies, Carey drew on the work of British and Canadian scholars. Thus, his work was shaped by their ideas, which helped him contrast cultural studies with the limited-effects perspective.
Q2. What was the focus of limited effects perspective, according to carey?
(A) Day – to – day experiences
(B) Structural perspective
(C) Information transmission
(D) Prolific speaking
Correct Ans: (C)
Explanation:
Carey argued that the limited-effects perspective focuses primarily on the transmission of accurate information. This perspective views mass communication as a one-way process, where a dominant source sends messages to passive receivers, with the goal of transmitting information effectively. Carey contrasts this view with cultural studies, which focuses on the rituals of daily life that help interpret and structure experiences.
Q3. What is the purpose of car advertisements?
(A) Persuasion
(B) Repair
(C) Limited view
(D) Attractiveness
Correct Ans: (A)
Explanation:
According to Carey, the purpose of car advertisements is to persuade consumers to buy specific products. He uses this example to highlight how advertisements attempt to influence behaviors and attitudes, encouraging us to act in certain ways. Advertisements are designed to sway public opinion, whether they succeed or not.
Q4. What is the use of ritual perspective?
(A) Buying a product
(B) Sharing beliefs
(C) Maintaining silence
(D) Effectiveness
Correct Ans: (B)
Explanation:
The ritual perspective emphasizes the maintenance of society over time and focuses on the representation of shared beliefs. Unlike the transmissional perspective, which is concerned with sending messages, the ritual perspective views communication as a symbolic process where shared cultural values are reinforced and maintained. This helps societies stay cohesive and united.
Q5. What is the main focus in these passages?
(A) Cultural studies
(B) Communication process
(C) American view of the communication
(D) British Society
Correct Ans: (A)
Explanation:
The passage primarily discusses the contrast between cultural studies and the limited-effects perspective. Carey advocates for cultural studies, emphasizing how mass communication plays a role in structuring and interpreting our everyday experiences. He uses examples like car advertisements to show how communication can reinforce societal beliefs, making cultural studies the central theme.
