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Title Name Amity Solved Assignment BA JMC 4th Sem for Media and Society
University AMITY
Service Type Assignment
Course BA-(Journalism-and-Mass-Communication)
Semester Semester-IV Course: BA-(Journalism-and-Mass-Communication)
Short Name or Subject Code Media & Society
Commerce line item Type Semester-IV Course: BA-(Journalism-and-Mass-Communication)
Product Assignment of BA-(Journalism-and-Mass-Communication) Semester-IV (AMITY)


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                                                                                                       Media & Society

 Assignment A

1.Discuss the concept of new media.

2.Discuss the theoretical approach in relation with role of media in society.      

3.Discuss the concept of globalization.

4.What are the distinctive features of a globalised economy? Discuss

5.Discuss the structure and set up of the society.  

6.Explain the basic elements of society 

7.What do you understand by interdependence and cooperation?

8.Discuss the significance of society and relationship.   





Assignment B

Case Detail: 



Multinational corporations like McDonald’s are prime examples of how globalization works. While the concept of ‘globalization’ is not always easy to grasp, the ubiquitous big bright yellow triple ‘M’ is easily recognized from America to Africa.

McDonald’s, embodying the concept, is therefore a great case-study when exploring the effects globalization. This short essay explores the impact of McDonald’s spread around the world- specifically, of its growth in Japan. Has the coming of McDonald’s restaurants brought American culture to Japan? To what extent does this process involve cultural imperialism? Before we go further into the case study of McDonald’s to Japan, we will briefly explain the concept of globalization. After a short history of McDonald’s, we will illustrate its introduction to Japan, followed by a brief conclusion on how McDonald’s has found its way in Japanese society.                                


Globalization exists in many forms. One can speak of ‘globalization’ in economic terms: countries all over the world are becoming more dependent of each other when it comes to trade and computer connections. Cities like London, Tokyo and New York are closely connected in these ways. Globalization also works politically when countries develop closer ties (Wilterdink and Heerikhuizen 2003, 34). One also speaks of globalization in cultural terms. In “Global Culture: Dreams, Nightmares and Skepticism”, John Tomlinson writes about a ‘world culture’. This illustrates the idea that, as Hannerz points out, the world has become a network of social relationships where cultural practices and experiences are spread across over the globe (Tomlinson 1999, 71). By world culture he means the circumstances where these practices integrate and flow together. 

When discussing the topic of globalization, the term ‘cultural imperialism’ is often coined. This popular ‘cultural imperialism thesis’ involves the idea that dominant cultures (generally American or Western culture) overrule others that are culturally weaker. One can especially perceive this idea of imperialism with worldwide consumer goods like food, clothes or music. It also reflects on how certain Western key institutions, like industrialism or urbanism, spread around the globe. 

Although Tomlinson’s article mainly focuses on the concept of cultural imperialism, he is highly critical in his use of the term. He makes two general observations. First, he speaks of ‘cultural deterritorialization’ to explain how modern-day globalized culture (dominated by the West) is not experienced by Westerners as being their own (local) culture. This points out that global modernity is ‘placeless’ and ‘decentred’. It seems to be nobody’s culture; it is deterritorialized. The West is not convinced of its own cultural superiority, and therefore, as Tomlinson says ‘(...) it seems unconvincing to speak of the present or future global cultural condition as the ‘Triumph of the West’’.

Secondly, Tomlinson does not believe that other (non-Western) cultures will disappear through the domination of the West. On the contrary, he believes that every culture applies new cultural systems or goods to its own society in unique ways. This is called ‘indigenization’, where the receiving culture gives its own ‘flavour’ to imported cultural goods.

Although Tomlinson does not deny that globalization evolves unbalanced processes where there are winners and losers, he points out that cultural imperialism might not be as bad as it sounds. It does not necessarily imply that the whole world will become

Americanized or Westernized.

McDonald’s in Japan

The first 1954 McDonald’s in Los Angeles was not more than an ordinary drive-in where people could buy cheap hamburgers (no need to tip the waitress!). It was Ray Kroc, salesmen of paper cups and mixers, who signed a contract with owners Dick and Mac McDonald to expand the McDonald’s concept. In 1974, the analysis of the McDonald’s company was as follows: “The basis of McDonald’s success is serving a low-priced, valueoriented product fast and efficiently in clean and pleasant surroundings. While the Company’s menu is limited, it contains food staples that are widely accepted in North America” (Ray Kroc 1977, 177). Ray Kroc was a risk taker who believed in the simple formula of clean and cheap McDonald’s restaurants. The Big Mac was introduced in 1968. In 1976, the 4000th restaurant was opened in America. At present McDonald’s has globally spread to 118 different countries 

McDonald’s has gone a long way from being a simple drive-in. In 1971 the chain reached Japan, where it immediately became a huge success. McDonald’s Japan preserved the original McDonald’s concept, but did apply slight adjustments to the menu in order to comply with Japanese taste. McDonald’s Japan introduced the Teriyaki Burger, the Rice Burger and, amongst other products, Green Tea ice-cream.                            

Except for slight changes in the menu, other differences emerged between McDonald’s US and McDonald’s Japan. These differences relate to how McDonald’s restaurants were perceived by Japanese consumers. In “McDonald’s in Japan: Changing Manner and Etiquette”, Ohnuki-Tierney writes how most Japanese consumers consider McDonald’s products as snacks rather than considering them to constitute a ‘real’ meal. McDonald’s therefore did not pose a serious threat to the Japanese lunch or dinner market (Ohnuki- Tierney 1997, 164). Several factors explain this perception of McDonald’s products as snacks. The first important reason is that most products on the McDonald’s menu, such as hamburgers, cannot be shared amongst several people. Sharing is an important part of

Japanese dinner or lunch time, because it brings a sense of community (169). Secondly,

McDonald’s food consists mostly of meat and bread. The majority of the Japanese population does not consider meat as a part of their traditional lifestyle; it is typically considered to be part of the Western diet. Before McDonald’s was introduced in Japan, the combination of meat and bread was quite alien to many Japanese. Additionally, the overall lack of rice in McDonald’s food makes it unsuitable for a proper dinner or lunch. According to most Japanese, a ‘real’ meal always includes rice, which is not only seen as good nutrition but also as an important part of Japanese national identity.

McDonald’s did not only introduce a new type of food to Japan, it also introduced a new way to eat. The ‘table manners’ at McDonald’s clashed with traditional Japanese ways to eat. At McDonald’s, one eats whilst standing instead of sitting, and uses his hands instead of chopsticks. McDonald’s also made it more common to drink soda’s directly out of the bottle, and to finish a meal with some ice-cream . Although many facets within this new style of eating were initially associated with bad etiquette, McDonald’s turned them into something trendy. But, as Ohnuki-Tierney writes: ‘In the public sphere the “new” forms of etiquette gradually became the norm; the fashionableness of eating fast food wore thin as the restaurants became a routine feature of everyday, working life’. McDonald’s became a mainstream phenomenon within Japanese society.

Global goes Glocal

Whilst McDonald’s initially symbolized American culture (or rather, symbolized how the US was perceived by Japanese), it has now become part of Japanese ‘local’ culture. I would rather refer to this as ‘glocal’; a concept to illustrate the intermingling of the global and the local. McDonald’s has become indigenized by Japanese; is has been adapted to suit Japanese society as a place to have a quick snack. One can eat a quick Teriyaki or Rice Burger there while sipping on an Oolong tea and reading the Japanese McJoy magazine. In the case of McDonald’s in Japan, Tomlinson is quite right that cultural imperialism is not as bad as some people claim it is. McDonald’s presently is embedded in Japanese culture. This reveals that the concept of McDonald’s is not interpreted univocally across the world. Different cultures somehow mix the concept with existing societal norms.

In this way, no matter how globalized the world becomes; diversity will prevail amongst its many cultures. Global becomes glocal. After all, the Big Mac and the Rice Burger simply are not the same burger.

 Question No. 

1.Critically analyze technological progress at Mc Donald’s.

2.Find out the strategy adopted by Mc Donald food chain in Japan.






Assignment C

Question No.  1          Marks - 10

……………………..theory explains how the topics selected by the media for their agenda progressively become part of the audience agenda too, thus creating a ‘public agenda           


  1. Two step flow
  2. Agenda setting
  3. Production
  4. Sales



Question No.  2          Marks – 10

…………………….. helps in bringing out the facts about various happenings in and around the world, helping young minds to open their horizons.         


  1. Old Media
  2. Social Media
  3. New media
  4. Internet Media



Question No.  3          Marks - 10

…………………….. devices are electronic media devices used to store and experience multimedia content.           


  1. Multimedia
  2. Old
  3. New
  4. Social



Question No.  4          Marks - 10

…………………….. makes everyone a publisher and everyone a librarian, in that anyone can both produce and retrieve an unprecedented amount of information.


  1. Mobiles
  2. Internet
  3. Telephone
  4. Radio



Question No.  5          Marks - 10

In a converged media world, consumers use …………………….. to make their own music playlists.


  1. Television
  2. Mobiles
  3. Apple iPods
  4. FM



Question No.  6          Marks - 10

Nowadays, the …………………….. viewers can attend the favorite TV transmissions on the screen of the computer.      


  1. TV
  2. Radio
  3. FM
  4. Blogs



Question No.  7          Marks - 10

…………………….. is media and content that uses a combination of different content forms.


  1. Old
  2. New
  3. Multimedia
  4. Social



Question No.  8          Marks - 10

The term new media is a broad term in media studies that emerged in the later part of the …………………….. century to encompass the amalgamation of traditional media such as film, music, spoken and written word with the interactive power of computer and communications technology, computer enabled consumer devices, and most importantly the internet.          


  1. 18th
  2. 21st
  3. 20th
  4. 19th



Question No.  9          Marks - 10

…………………….. and online media users are more likely to hold more sophisticated and detailed opinions on public policy issues than other citizens.          


  1. Talk radio
  2. News Framing
  3. Talk radio
  4. Political Efficacy



Question No.  10        Marks - 10

…………………….. refers to an individual´s belief that she or he can influence the political process and successfully reach political leaders. 


  1. Political Efficacy
  2. Media Content
  3. Talk radio
  4. News Framing



Question No.  11        Marks - 10

……………………..issues such as global warming might be an example of where the mass media have raised public awareness of the local implications of a global problem.   


  1. Environmental
  2. Social
  3. Political
  4. General



Question No.  12        Marks - 10

By the ……………………..s, cable systems and the private satellite TV channels to feed them were blossoming in Europe, Latin American, and Asia.


  1. 1960
  2. 1970
  3. 1990
  4. 1980



Question No.  13        Marks - 10

……………………..ago people talked about Americanization of media in the world.  


  1. Nine Years
  2. Twelve Years
  3. Forty Years
  4. Twenty years



Question No.  14        Marks - 10

Exponents of the …………………….. approach emphasize the extent to which we all as

citizens of the planet inhabit one society that has common concerns and possibilities.  


  1. Global Culture
  2. World System
  3. Global Capitalism
  4. Global Society



Question No.  15        Marks - 10

Those who take a …………………….. standpoint see an increasing level of cultural

homogenization taking place at a global level.       


  1. Global Culture
  2. Global Society
  3. Global Capitalism
  4. World System



Question No.  16        Marks - 10

The …………………….. approach argues that the globalization of capitalism is at the

heart of the globalization process.  


  1. Global Society
  2. Global Capitalism
  3. Global Culture
  4. World System



Question No.  17        Marks - 10

What is the full form of DTH?       


  1. Distance-to-Home
  2. Direct-to-Home
  3. Dish-to-Home
  4. None of these



Question No.  18        Marks - 10

There is an urgent need for improving the social and economic conditions of the

…………………… and to solve their problems.      


  1. Urban
  2. Rural
  3. Tribal
  4. Both tribal and rural



Question No.  19        Marks - 10

The gap between rural and urban areas …………………….. because of the vast differences in the levels of literacy, availability of living facilities such as water, drainage, housing, power, lighting, food and transport etc.


  1. Widened
  2. Filled
  3. Restricted
  4. Highlighted



Question No.  20        Marks - 10

…………………….. has made countries to realize that nations can no longer be cocooned in their own cultural or economic nests but invariably be part of the larger picture which takes into account the competencies, interests and the dependencies of economies world-wide.


  1. Liberalization
  2. Privatization
  3. Globalization
  4. Socialization



Question No.  21        Marks - 10

The report submitted by the Press Registrar to the Government of India in …………………………. states that the total number of newspapers and periodicals being published in India was 49,145.    


  1. 1998
  2. 2000
  3. 1999
  4. 2001



Question No.  22        Marks - 10

In …………………………. India too, as the general election are about to knock at the door during early, political parties and leaders are trying to harness the power of social media.    


  1. 2011
  2. 2015
  3. 2014
  4. 2013



Question No.  23        Marks - 10

…………………………. media in the violent phase of a conflict can exert positive pressure and have negative consequences.        


  1. Global
  2. International
  3. National
  4. Multinational



Question No.  24        Marks - 10

There are two dimensions needed in order to understanding how political conflicts can influence competition over the media, one …………………………. and one cultural.      


  1. Structural
  2. Social
  3. Political
  4. Liberal



Question No.  25        Marks - 10

Coverage by both Indian and …………………………. media regarding Kashmir suggests that enemy images are embedded in the history and politics of the subcontinent and extends to economic and social interaction between the two countries.       


  1. Portugese
  2. Chinese
  3. Japanese
  4. Pakistani



Question No.  26        Marks - 10

Press in India is termed as partially free as despite private press being strong, …………………………. continue to face a number of constraints.  


  1. Electricians
  2. Journalists
  3. Politicians
  4. Farmers



Question No.  27        Marks - 10

Future generations will certainly view the …………………………. century as one of the bloodiest in terms of violent conflicts and death of millions of citizens.         


  1. Eleventh
  2. Twelveth
  3. Twentieth
  4. Ninteenth



Question No.  28        Marks - 10

It is important that media doesn’t set the agenda of the select big …………………………. houses that control it.       


  1. Public
  2. Company
  3. Business
  4. Enterprise



Question No.  29        Marks - 10

…………………………. is something which poses genuine threat to the reputation or even survival of the organization. 


  1. Crisis
  2. Disaster
  3. Conflict
  4. Violence



Question No.  30        Marks - 10

Despite the fact that private media groups and channels do have commercial interests, the media’s role in the case of a …………………………. should be based more on ethical and moral dimensions.          


  1. Disaster
  2. Crisis
  3. Conflict
  4. Violence



Question No.  31        Marks - 10

What is society?        


  1. A group of people
  2. A group of culture
  3. A set of people
  4. None of these



Question No.  32        Marks - 10

“Just as life is not a thing but a process of living same as society is not a thing it is a process of associating”. Who said these lines?           


  1. Raymond Williams
  2. Reutor
  3. Rector
  4. Len ski



Question No.  33        Marks - 10

Contrary of the statement “Society is Likeness”? 


  1. True
  2. False
  3. Can be true / false
  4. None of these



Question No.  34        Marks - 10

The most elementary process of social Life is …………………….          


  1. Likeness
  2. Conflict
  3. Cooperation
  4. Difference



Question No.  35        Marks - 10

“Primary likeness and secondary differences create the greatest of all social institutions the division of labor”. Who said this?         


  1. Reutor
  2. Maclver
  3. George Simmly
  4. H.Cooley



Question No.  36        Marks - 10

Mention one example on social relationship …………………….


  1. Relationship between pen and ink
  2. Relationship between ink and book
  3. Relationship between Sun and sky
  4. Relationship between book and paper



Question No.  37        Marks - 10

Social relations are …………………….     


  1. Abstract and Intangible
  2. Connection
  3. Indignation
  4. Tender



Question No.  38        Marks - 10

Likeness is the link up for …………………….     


  1. Maturity
  2. Mutuality
  3. Immature
  4. Tender



Question No.  39        Marks - 10

Life should be ……………………. without Society.         


  1. Boring
  2. Interesting
  3. Adventure
  4. Funny



Question No.  40        Marks - 10

Society is a group of ……………………. people.  


  1. 5
  2. 10
  3. 100
  4. More than above


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