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Updated on: 12 Sep 2019, 08:00
Originally posted by TaN1213 on 20 Nov 2017, 05:14.
Last edited by Sajjad1994 on 12 Sep 2019, 08:00, edited 3 times in total.
Last edited by Sajjad1994 on 12 Sep 2019, 08:00, edited 3 times in total.
Updated - Complete topic (533).
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Question 1
C
Be sure to select an answer first to save it in the Error Log before revealing the correct answer (OA)!
Difficulty:
65%
(hard)
Question Stats:
47% (03:10) correct
53%
(03:09) wrong
based on 583
sessions
History
Date
Time
Result
Not Attempted Yet
Question 2
D
Be sure to select an answer first to save it in the Error Log before revealing the correct answer (OA)!
Difficulty:
65%
(hard)
Question Stats:
44% (01:13) correct 56%
(01:17) wrong
based on 584
sessions
History
Date
Time
Result
Not Attempted Yet
Question 3
D
Be sure to select an answer first to save it in the Error Log before revealing the correct answer (OA)!
Difficulty:
95%
(hard)
Question Stats:
22% (01:42) correct 78%
(01:50) wrong
based on 555
sessions
History
Date
Time
Result
Not Attempted Yet
Question 4
B
Be sure to select an answer first to save it in the Error Log before revealing the correct answer (OA)!
Difficulty:
75%
(hard)
Question Stats:
42% (01:06) correct 58%
(00:54) wrong
based on 517
sessions
History
Date
Time
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Not Attempted Yet
The controversial Canadian media intellectual Marshall McLuhan first began to garner public attention with his book The Mechanical Bridge in 1951, precisely during the time when North America was first gripped by and attempting to come to grips with the influence of television programming and advertising on society. One of McLuhan's core theses was that every communication medium, including the television, has inherent effects apart from those that any artist or businessperson willfully creates through it and that these effects are not always positive.
McLuhan achieved the height of public attention in part by emulating the advertisers he studied, inventing memorable phrases to convey his points (such as "the medium is the message," "turn on, tune in, drop out," and "global village"). Arguably, however, he never expected or even hoped to deflect substantially the tide of the technological and social forces in play at the time. He likened the successful reader of his works to the sailor in Edgar Allan Poe's story "A Descent into the Maelstrom," who saves himself by studying a whirlpool and by moving with, not against, its current.
The media thinker's legacy is in equal parts inevitable and inconsequential. The advent of the internet, which he had predicted thirty years prior, and of subsequent technologies would force society to broaden its perspective of media channels and examine their impact more closely. On the other hand, in the present milieu, where media professionals and advertisers tend to speak of "channels" and "content" as well-defined and non-overlapping components of communication, McLuhan's primary message appears to been lost among all the new mediums.
McLuhan achieved the height of public attention in part by emulating the advertisers he studied, inventing memorable phrases to convey his points (such as "the medium is the message," "turn on, tune in, drop out," and "global village"). Arguably, however, he never expected or even hoped to deflect substantially the tide of the technological and social forces in play at the time. He likened the successful reader of his works to the sailor in Edgar Allan Poe's story "A Descent into the Maelstrom," who saves himself by studying a whirlpool and by moving with, not against, its current.
The media thinker's legacy is in equal parts inevitable and inconsequential. The advent of the internet, which he had predicted thirty years prior, and of subsequent technologies would force society to broaden its perspective of media channels and examine their impact more closely. On the other hand, in the present milieu, where media professionals and advertisers tend to speak of "channels" and "content" as well-defined and non-overlapping components of communication, McLuhan's primary message appears to been lost among all the new mediums.
Q1. According to the passage, which of the following contributed to Marshall McLuhan's success?
a. The influence of new media on his audience made it sympathetic to his theories.
b. He introduced to North American a new awareness about the inherent effects of media channels.
c. He skilfully made use of the same media channels that he critiqued.
d. His message appealed to critics of the role of television programming in modern society.
e. He helped North America come to grips with the influence of advertising on society.
Q2. The passage suggests that people can best respond to changes in media technology in which of the following ways?
a. By protesting the notion that media content and media channels are distinct
b. By countering the influence of advertising by repeating memorable phrases
c. By knowing the inherent effects of new media channels and avoiding the channels with more negative inherent effects
d. By understanding the change underway and not completely resisting it
e. By broadening their perspective of media channels and examining their impact more closely
Q3. It can be inferred from the passage that the "media professionals and advertisers" mentioned in the highlighted text are most likely to believe which of the following to be true?
a. Although every communication medium has an inherent effect, creators and viewers of media cannot hope to deflect the tide of technological forces.
b. Although every communication medium has an inherent effect, such effects are no longer relevant to the creators and viewers of media.
c. McLuhan's ideas have been disproved by the advent of the internet and the current use of media channels by professionals such as advertisers.
d. More than in the 1950s, media channels can be used to deliver a single message to diverse audiences under different circumstances.
e. McLuhan's ideas, although possibly still valid, have largely faded in influence since the height of their public attention.
Q4. According to the passage, what is the significance of the advent of the internet?
a. It manifested the notion of a global village.
b. It increased the relevance of McLuhan's core theses.
c. It diminished the influence of television programming on society.
d. It proved McLuhan's core theses.
e. It rendered McLuhan's core theses irrelevant.
a. The influence of new media on his audience made it sympathetic to his theories.
b. He introduced to North American a new awareness about the inherent effects of media channels.
c. He skilfully made use of the same media channels that he critiqued.
d. His message appealed to critics of the role of television programming in modern society.
e. He helped North America come to grips with the influence of advertising on society.
Q2. The passage suggests that people can best respond to changes in media technology in which of the following ways?
a. By protesting the notion that media content and media channels are distinct
b. By countering the influence of advertising by repeating memorable phrases
c. By knowing the inherent effects of new media channels and avoiding the channels with more negative inherent effects
d. By understanding the change underway and not completely resisting it
e. By broadening their perspective of media channels and examining their impact more closely
Q3. It can be inferred from the passage that the "media professionals and advertisers" mentioned in the highlighted text are most likely to believe which of the following to be true?
a. Although every communication medium has an inherent effect, creators and viewers of media cannot hope to deflect the tide of technological forces.
b. Although every communication medium has an inherent effect, such effects are no longer relevant to the creators and viewers of media.
c. McLuhan's ideas have been disproved by the advent of the internet and the current use of media channels by professionals such as advertisers.
d. More than in the 1950s, media channels can be used to deliver a single message to diverse audiences under different circumstances.
e. McLuhan's ideas, although possibly still valid, have largely faded in influence since the height of their public attention.
Q4. According to the passage, what is the significance of the advent of the internet?
a. It manifested the notion of a global village.
b. It increased the relevance of McLuhan's core theses.
c. It diminished the influence of television programming on society.
d. It proved McLuhan's core theses.
e. It rendered McLuhan's core theses irrelevant.
10 Apr 2018, 03:40
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sumitgoyal2727
solnki0742
Kindly explain y thr is option D of 3rd qus.
Kindly explain the meaning of 3rd paragraph??
Since the passage was found difficult by many and I personally loved the literature aspect of it, I take a shot here to explain the the passage as best I can.
1st Para:
This guy Marshal McLuhan (calling him Mike here) became popular with his first written book. The theme of his book was that any media,e.g. television, has a power that can make people perceive the work of advertisers/actors in a way opposite to what was intended.
"One of McLuhan's core theses was that every communication medium, including the television, has inherent effects apart from those that any artist or businessperson willfully creates through it and that these effects are not always positive. "
(Imaginary example-not from passage- Suppose an advertiser promotes a particular product 10 times in 2 hours. Such aggressive advertising can have a negative impact on the product even though the intended purpose of the advertisers was only to market their products. That's what Mike told that media can have opposite impact. )
2nd Para gives the example of above thesis. Mike tried to join the advertisers by inventing memorable phrases. Sadly, it was perceived negatively by public.
This is seen in "Arguably, however, he never expected or even hoped to deflect substantially the tide of the technological and social forces in play at the time". So he finds a solution- Don't go against the situation. Learn how to go with the situation. This is what " He likened the successful reader of his works to the sailor in Edgar Allan Poe's story "A Descent into the Maelstrom," who saves himself by studying a whirlpool and by moving with, not against, its current. " conveys.
3rd Para presents the author's opinion about Mike's thesis "that every communication medium, including the television, has inherent effects apart from those that any artist or businessperson willfully creates through it and that these effects are not always positive. " mentioned in 1st para. He says this theses is both important and insignificant at the same time. How? He gives the example of Internet. After the advent of Internet, the people no longer form stringent negative perception of what is being communicated. In fact, it demands society to broaden its perspective of media channels and examine their impact more closely. Finally, he concludes by saying that media channels can now be used to deliver a single message to diverse audiences under different circumstances.
Hope this all makes sense.
bM22
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20 Mar 2021, 21:07
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medha312
in Q3: i don't understand how - " On the other hand, in the present milieu, where media professionals and advertisers tend to speak of "channels" and "content" as well-defined and non-overlapping components of communication, McLuhan's primary message appears to been lost among all the new mediums." can be interpreted as saying that "media channels can now be used to deliver a single message to diverse audiences under different circumstances."
Hi medha312,
Quote:
d. More than in the 1950s, media channels can be used to deliver a single message to diverse audiences under different circumstances.
Option D can be inferred from the lines: "On the other hand, in the present milieu, where media professionals and advertisers tend to speak of "channels" and "content" as well-defined and non-overlapping components of communication, McLuhan's primary message appears to been lost among all the new mediums."
How: What McLuhan said was that every communication medium has inherent effects and that these effects are not always positive, but in the present scenario, consider channels and content as well-defined and non-overlapping components of communication i.e. able to be used for different circumstances, which is why the concludes the passage by saying that McLuhan's primary message seems to be lost because of this new found benefit of communication.
For the other options, we can reject A, B and E straight away, they clearly cannot be inferred. As for C, it's incorrect, because McLuhan's ideas have never been disproved, or at least we cannot infer that.
Hope This Helps.
Thanks.
