AIOU Course Code 9274 Question Paper Spring 2025
ALLAMA IQBAL OPEN UNIVERSITY, ISLAMABAD
(Department of Mass Communication)
WARNING
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Course: Advance Theories and Strategies of Mass Communication-II / Theories of Mass Communication-II (9274/5636)
Level: BS / MSc Mass Communication Semester: Spring, 2025
Total Marks: 100 Pass Marks: 50
ASSIGNMENT No. 1
Q. 1 What is group pressure? How does community influence an individual’s decision-making, especially the mass media-using behaviour? (20)
Q. 2 Explain the background and process of the two-step flow model of mass Communication. Moreover, discuss why other scholars criticized this model. (20)
Q. 3 What are the basic assumptions of diffusion of innovation theory? Additionally, discuss the characteristics of “innovation” and types of “adopters’ categories”. (20)
Q. 4 What are the basic assumptions of agenda-setting theory assume? How is this theory different from framing theory? Explain agenda-setting techniques of both print and electronic news mass media. (20)
Q. 5 Discuss the Knowledge Gap hypothesis with special reference to the role of mass media. (20)
Total Marks: 100 Pass Marks: 50
ASSIGNMENT No. 2
Q. 1 What are the basic assumptions of cultivation theory? Discuss the concepts of mainstreaming”, “resonance” and “mean world syndrome” under the context of Cultivation theory. (20)
Q. 2 Discuss the Magic Bullet theory. Also through light on powerful and limited effects models of mass media. (20)
Q. 3 Critically discuss the theory of the spiral of silence in the context of public opinion-building. (20)
Q. 4 Critically discuss the Magic Bullet theory. Additionally, discuss the powerful and limited effects models of mass communication. (20)
Q. 5 Write short notes on the following: (20)
i. Media Hegemony
ii. Intercultural Communication
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