Rural, health and social campaigns Previous Year Questions with Answers

Visual recall · Campaign chain

Research→message→channel→feedback→evaluation

Memory tip

Use interpersonal and local media where trust and access matter.

Linked concepts

Participation and community media Communication models and process

Year-frequency chart

109

111

122

123

Previous Year Question practice

Questions, answers & explanations

Open each answer after attempting the question.

4 of 4 questions

Question 1 of 4Original Question No.: 48Asked in: December 2009 Paper II

Passage for this question

Read the passage below and answer the questions that follow based on your understanding of the passage: Given the dependence on ratings, the total urban and upper class focus of the rating system has a huge impact on programming content. It is important here to distinguish between planned and unplanned programming. Marketing constraints cannot dictate content every minute on 24 hour news. News channels do cover rural areas and they do cover stories that may not get ratings. What tends to happen though is that when news managers plan their forward schedules, they always have to factor in corporate concerns of packaging and target audience. More often than not, planned programming is about ‘being as market friendly as possible.’ CNN-IBN’s editor-in- chief emphasises, ‘Beyond a point, you cannot be driven by ratings. Occasionally, you may have ratings on your mind, but it is not possible on a day-to-day basis to be obsessed with ratings’. This disclaimer notwithstanding, in practical terms ratings are always an important factor in scheduled programming. A key example of this is the focus on genres like cricket. Cricket programming was not prominent on news channels till 2001 but since then it has emerged as a key formula for winning the ratings game. This has led to the emergence of cricket as the most expensive and prominent genre of news gathering across all news channels.

According to the author, which of the following do the news channels cover? (i) Rural areas (ii) Stories that may not get ratings (iii) Unpopular events

(i) only
(ii) only
(i) and (ii) only
(i) and (iii) only

Show answer & explanation

Correct answer

C. (i) and (ii) only

The keyed response is option 3, “(i) and (ii) only”. It directly fits the factual or conceptual cue in this rural, health and social campaigns question; use the other choices as contrast points during revision.

Question 2 of 4Original Question No.: 20Asked in: December 2011 Paper II

Assertion (A): The National Rural Health Mission (NRHM) launched by the Government of India has yielded no result in rural health in India. Reason (R): Because communication campaigns have not been given importance in the NRHM programme.

Both (A) and (R) are false.
Both (A) and (R) are true.
(A) does not tell the reality, but (R) is one of the important reasons for failure.
(A) is true, but (R) is not the only reason.

Show answer & explanation

Correct answer

A. Both (A) and (R) are false.

Option 1 states the keyed relationship between the assertion and reason: Both (A) and (R) are false.. Check each statement first, then test whether the reason actually explains the assertion.

Question 3 of 4Original Question No.: 6Asked in: December 2022 cycle - 3 March 2023, Shift I

Which approach is most appropriate to develop an advertisement for the development of a communication campaign in rural areas?

Different approach
Participatory approach
Non-participatory approach
None of the above

Show answer & explanation

Correct answer

B. Participatory approach

The keyed response is option 2, “Participatory approach”. It directly fits the factual or conceptual cue in this rural, health and social campaigns question; use the other choices as contrast points during revision.

Question 4 of 4Original Question No.: 62Asked in: December 2023 - 13 December 2023, Shift II

Which books are written by Thomas L. Friedman A. Understanding Media: The extension of Man B. The Lexus and the olive tree: Understanding globalization C. Hot, flat and crowded - why we need green revolution D. The Gutenberg Galaxy E_ The World is Flat Choose the most appropriate answer from the option given below

B, C and E Only
A,B and C Only
A, Cand E Only

Show answer & explanation

Correct answer

A. B, C and E Only

The keyed response is option 1, “B, C and E Only”. It directly fits the factual or conceptual cue in this rural, health and social campaigns question; use the other choices as contrast points during revision.

References

Question papers and answer keys: UGC NET Mass Communication and Journalism — December 2009 Paper II; December 2011 Paper II; December 2022 cycle - 3 March 2023, Shift I; December 2023 - 13 December 2023, Shift II.
Servaes, Jan, editor. Communication for Development and Social Change.
University Grants Commission. UGC NET syllabus listing, Subject Code 63: Mass Communication and Journalism.