Q.1.

(i) Select the best option/answer and fill in the appropriate Box on the OMR Answer Sheet. (20×1=20)

(ii) Answers given anywhere else, other than OMR Answer Sheet, will not be considered.

1. Which one of the following is an example of microblogging platform?

(A) Facebook
(B) Instagram
(C) Both (A) & (B)
(D) None of these

2. Which theory proposes that media may not tell us what to think, but what to think about?

(A) Two-step flow theory
(B) Cultivation theory
(C) Agenda-setting theory
(D) None of these

3. In the digital age, the concept of gatekeeping is:

(A) Challenged by the democratization of information
(B) More important than ever
(C) Irrelevant
(D) None of these

4. Which of the following is NOT one of the five filters in the Propaganda Model?

(A) Ownership of the media
(B) Advertising as the primary income source
(C) Gatekeeping by social social media influencers
(D) None of these

5. Which of the following is best suitable approach for development communication campaign in rural area?

(A) Participatory approah
(B) Social marketing approach
(C) Isolation approach
(D) None of these

6. ____________ model of communication focuses on “who says what to whom in what channel with what effect”?

(A) Shannon-Weaver
(B) Schramm
(C) Lasswell
(D) None of these

7. A news channel’s repeated coverage of economic recession may lead audiences to view the economy as the most pressing issue. This illustrates:

(A) Spiral of Silence
(B) Agenda-Setting
(C) Priming
(D) Mean World Syndrome

8. Spiral of Silence was introduced by:

(A) Noam Chomsky
(B) Francis Fukuyama
(C) Edward Said
(D) None of these

9. The concept of “objectivity” in journalism means:

(A) Giving opinions boldly
(B) Avoiding sources
(C) Presenting facts fairly without personal bias
(D) None of these

10. According to the Cultivation Theory, prolonged exposure to media, particularly television, can lead to:

(A) Increased critical thinking skills.

(B) An altered perception of reality, often exaggerating certain social realities.

(C) Enhanced social interaction among viewers.

(D) None of these

11. The Shannon-Weaver Model of communication is also known as:

(A) Transactional Model
(B) Linear Model
(C) Feedback Model
(D) None of these

12. ___________ suggests that audiences are active participants who select media to fulfil specific needs?

(A) Cultivation Theory
(B) Agenda-Setting Theory
(C) Uses and Gratifications Theory
(D) None of these

13. Which law in Pakistan deals with digital rights and cybercrime?

(A) PECA Act, 2016
(B) Defamation Ordinance
(C) PEMRA Act
(D) None of these

14. Which theory suggests that heavy television viewers develop a distorted view of reality, based on the media's portrayal?

(A) Uses and Gratifications Theory
(B) Two-Step Flow Theory
(C) Cultivation Theory
(D) None of these

15. Citizen journalism is the practice of:

(A) Inviting readers and viewers to participate in the creation of news content
(B) Publishing only those stories that are of interest to politically active citizens
(C) Preparing stories that will help citizens vote in elections
(D) None of these

16. Communicating within oneself is known as?

(A) Transpersonal communication
(B) Interpersonal communication
(C) IInternal communication
(D) None of these

17. The concept of Cultural Globalization in international communication refers to:

(A) The homogenization of global culture
(B) The spread of cultural diversity across borders
(C) The resistance of local cultures to global influences
(D) None of these

18. The term “Media Hegemony” is most closely related to:

(A) The monopoly of media ownership
(B) The dominant ideology in media content
(C) The influence of digital media on traditional media
(D) None of these

19. Which of the following best describes Behavior Change Communication (BCC)?

(A) Top-down dissemination of information
(B) Participatory process that encourages dialogue and change
(C) Strict regulation of media content
(D) None of these

20. Which model of development communication emphasizes the active participation of communities in the communication process?

(A) Participatory Model
(B) Diffusion of Innovations
(C) Modernization Model
(D) None of these

PART – II

NOTE:

(i) Part-II is to be attempted on the separate Answer Book.

(ii) Attempt ONLY FOUR questions from PART-II. ALL questions carry EQUAL marks.

(iii) All the parts (if any) of each Question must be attempted at one place instead of at different places.

(iv) Write Q. No. in the Answer Book in accordance with Q. No. in the Q.Paper.

(v) No Page/Space be left blank between the answers. All the blank pages of Answer Book must be crossed.

(vi) Extra attempt of any question or any part of the question will not be considered.

Q. No. 2.

How have media laws in Pakistan evolved historically. In what ways have they influenced freedom of expression and press control across different political regimes?

(20)

Q. No. 3.

Political polarization among Pakistani news anchors has increasingly undermined the credibility of news and views presented in current affairs talk shows. Enumerate the reasons behind this growing trend. Illustrate your answer with relevant examples.

(20)

Q. No. 4.

Select any two normative theories of the Press and discuss them in their historical context. How did these theories reflect the political and ideological conditions of the mid-20th century? What criticisms have been raised about their applicability to the media systems?

(20)

Q. No. 5.

What ethical challenges do journalists face in the digital age? How do these challenges affect credibility and responsibility of journalism in Pakistan?

(20)

Q. No. 6.

Define Public Relations and discuss its role in shaping organizational image and stakeholder relationships. Illustrate your answer with examples from corporate and governmental contexts.

(20)

Q. No. 7.

Explain Everett Rogers’ Diffusion of Innovation Theory. How do the categories of adopters illustrate the spread of new ideas or technologies? Elaborate the factors which influence the success or failure of innovations in society.

(20)

Q. No. 8.

Write notes on any TWO of the following: (10 each)

(a) PR as a tool for governance

(b) McBride Commission and its recommendations

(c) PEMRA: Establishment, development and operational mechanisms

(20)

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Q.1.

(i) Select the best option/answer and fill in the appropriate Box on the OMR Answer Sheet. (20×1=20)

(ii) Answers given anywhere else, other than OMR Answer Sheet, will not be considered.

1.

A communication theory, “Spiral of Silence” deals with the process of opinion formation”, was presented by:

(A) Elizbeth Noall Neumann
(B) Micheal Shannon
(C) Phillips
(D) None of these

2.

__________ is issued by the Government to make important announcement on important issue, generally published without editing.

(A) Press Release
(B) Hand out
(C) Press Note
(D) None of these

3.

Ethics are __________ for Media professionals that how communicators should behave in different situations.

(A) Guidelines
(B) Laws
(C) Rules
(D) None of these

4.

A communication theory, which tells people, “What to think about” not “What to think” is called:

(A) Index theory
(B) Agenda-setting theory
(C) Social Responsibility theory
(D) None of these

5.

______________ has been defined as the process by which the world become a single place where the people of the world are familiar with each other. It is a wider concept of common economy, trade and emergence of world society.

(A) Socialization
(B) Globalization
(C) Modernization
(D) None of these

6.

“Scoop” means:

(A) Hard News
(B) Exclusive News
(C) Soft News
(D) None of these

7.

Feature is a story that:

(A) Inform and entertain
(B) Literary article
(C) Educate and advertise
(D) None of these

8.

MENA is a news agency of:

(A) China
(B) Saudia Arabia
(C) Iran
(D) None of these

9.

_____________ is a planned effort to win the understanding, acceptance and support of public:

(A) Propaganda
(B) Publicity
(C) Public Relations
(D) None of these

10.

About media violence, __________________ emphasized that “Violent media contents stimulate aggressive behavior in children”.

(A) Gerbner & Bandura
(B) Micheal and LassWell
(C) David Phillip & Johnson
(D) None of these

11.

______________ believes that the press has the right to criticize the government, it also has the obligation to inform the citizen properly:

(A) Public theory
(B) Social responsibility theory
(C) Social theory
(D) None of these

12.

Editorial is that article of newspaper which:

(A) Publish with the name of editor
(B) Publish without the name of its writer
(C) Publish with the name of subject expert
(D) None of these

13.

Prompter is a device for:

(A) News gathering
(B) News editing
(C) News reading
(D) None of these

14.

Reference makes the news more:

(A) Attractive
(B) Authentic
(C) Interesting
(D) None of these

15.

___________________ believes that “Voters are motivated less by the mass media than by people they know personally and respect them”.

(A) Social theory
(B) Two-step flow theory
(C) Cultivation theory
(D) None of these

16.

___________ is a Large scale technical development in communication system used to disseminate information based on:

(A) Information system
(B) Social Media
(C) Media technology
(D) None of these

17.

PEMRA was established in:

(A) 2001
(B) 2002
(C) 2003
(D) None of these

18.

Who plays the main role of gatekeeping:

(A) Editors
(B) Media owners
(C) Reporters
(D) None of these

19.

____________ is known as the “The Father of Propaganda theory”:

(A) George Shannon
(B) Joseph Goebbels
(C) Micheal Brown
(D) None of these

20.

_________________ supports development at a community level:

(A) DSC
(B) Public communication
(C) Social communication
(D) None of these

PART – II

NOTE:

(i) Part-II is to be attempted on the separate Answer Book.

(ii) Attempt ONLY FOUR questions from PART-II. ALL questions carry EQUAL marks.

(iii) All the parts (if any) of each Question must be attempted at one place instead of at different places.

(iv) Write Q. No. in the Answer Book in accordance with Q. No. in the Q.Paper.

(v) No Page/Space be left blank between the answers. All the blank pages of Answer Book must be crossed.

(vi) Extra attempt of any question or any part of the question will not be considered.

Q. No. 2.

Discuss the importance of Media-Government relationship in Democracy. How Government can use media organizations to promote its programs and policies? Support your answer with current relevant examples.

(20)

Q. No. 3.

Briefly narrate the historical evolution of Media Laws and Ethics in Pakistan.

(20)

Q. No. 4.

What is New Social Media.? Narrate its importance in Internet Age. Also suggest some ethical guidelines to make it compatible with developed world.

(20)

Q. No. 5.

What is the current situation of Freedom of Expression in Pakistan in 2025? Also discuss various threats and challenges faced by Journalists.

(20)

Q. No. 6.

What is Social Change? Narrate with examples of private television dramas in creating social and cultural changes in Pakistan.

(20)

Q. No. 7.

Discus the role of Development Support Communication in Educational uplift and fighting against illiteracy in Pakistan. Provide suitable examples from National Context.

(20)

Q. No. 8.

Write notes on any TWO of the following: (10 each)

(a) Media, as an agent of Social Change

(b) Globalization and Media

(c) Gerbner’s model of Communication

(20)

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Q.1.

(i) Select the best option/answer and fill in the appropriate Box on the OMR Answer Sheet. (20×1=20)

(ii) Answers given anywhere else, other than OMR Answer Sheet, will not be considered.

1. What defines Soft News?

(A) News that prioritizes subjective viewpoints over objective facts
(B) News intended to entertain or captivate audiences
(C) News disseminated primarily through online platforms rather than traditional print media
(D) Columns offering guidance or recommendations

2. Hypodermic needle model is also known as Magic bullet theory?

(A) True
(B) False
(C) May be
(D) None of these

3. Which theory is associated with the concept of Mean World Syndrome?

(A) Agenda setting Theory
(B) Cultivation Theory
(C) Propaganda theory
(D) None of these

4. The Spiral of Silence theory, proposed by a German scientist, originated in the context of:

(A) True - World War II's impact on public opinion suppression
(B) False - Unrelated to the events of World War II
(C) May be - Partially associated with World War II
(D) None of these

5. Cultural accommodation is when one culture _____ another culture.

(A) Integrates into
(B) Opposes
(C) Loses itself in
(D) None of these

6. What is Libel?

(A) Publishing a false statement that damages someone’s reputation
(B) A tendency to do something wrong
(C) Publishing private information about a person
(D) None of these

7. Which of the following organizations does not handle the globalization process?

(A) World Bank
(B) IMF
(C) Asian Bank
(D) None of these

8. What is Hard News?

(A) News that is hard to verify
(B) News that’s based on opinions, not facts
(C) News that affects an entire group of people
(D) None of these

9. Globalization results in:

(A) Lesser competition among producers
(B) Greater competition among producers
(C) No change in competition among producers
(D) None of these

10. Who founded the Dawn newspaper, one of Pakistan's oldest and most widely read English-language newspaper?

(A) Chaudhary Rehmat Ali
(B) Mohammed Ali Jinnah
(C) Sir Syed Ahmad Khan
(D) None of these

11. What is meant by the digital divide?

(A) The digital divide is about the speed of internet access.
(B) The digital divide is about the ability to access technology.
(C) Gulf between those who have ready access to computers and the internet, and those who do not.
(D) None of These.

12. Current Pakistani newspaper with highest current circulation is:

(A) Pakistan Times
(B) Pakistan Observer
(C) The Nation
(D) None of these

13. What is the primary characteristic of user-generated content (UGC) in digital media?

(A) Content created by professional journalists
(B) Content produced by media corporations
(C) Content generated and shared by users
(D) None of these

14. Which social media platform is primarily focused on professional networking and career development?

(A) Facebook
(B) Instagram
(C) Tiktok
(D) None of these

15. Which Pakistani journalist and author won the Pulitzer Prize for coverage of the war in Bosnia and Herzegovina in the 1990s?

(A) Ms. Asma Shirazi
(B) Mr. Ahmed Rashid
(C) Mr. Shakilur Rahman
(D) None of these

16. What is the primary role of PEMRA in Pakistan?

(A) Promoting government propaganda through media outlets
(B) Regulating and licensing electronic media to ensure responsible content
(C) Encouraging media outlets to broadcast without any restrictions
(D) None of these

17. Which social media platform played a significant role in mobilizing the Arab Spring movements across several countries in the Middle East and North Africa?

(A) Facebook
(B) Twitter
(C) LinkedIn
(D) None of these

18. What term describes the use of social media to intentionally spread false information to manipulate public opinion?

(A) Disinformation
(B) Crowdsourcing
(C) Trolling
(D) None of these

19. In the context of social media and politics, what does the term "filter bubble" refer to?

(A) A barrier to online political discussion and debate
(B) A situation where individuals only encounter information that aligns with their beliefs
(C) A platform's algorithm to prevent political content from reaching wider audiences
(D) None of these

20. Which concept emphasizes empowering communities through communication to address their development challenges?

(A) Authoritarian Communication
(B) Elitist Communication
(C) Hierarchical Communication
(D) None of these

PART – II

NOTE:

(i) Part-II is to be attempted on the separate Answer Book.

(ii) Attempt ONLY FOUR questions from PART-II. ALL questions carry EQUAL marks.

(iii) All the parts (if any) of each Question must be attempted at one place instead of at different places.

(iv) Write Q. No. in the Answer Book in accordance with Q. No. in the Q.Paper.

(v) No Page/Space be left blank between the answers. All the blank pages of Answer Book must be crossed.

(vi) Extra attempt of any question or any part of the question will not be considered.

Q. No. 2.

To what extent does the Magic Bullet theory retain relevance in the context of the digital social age? Provide supporting examples to illustrate its applicability or limitations in today's media landscape.

(20)

Q. No. 3.

Assess the current state of Freedom of Expression in Pakistan, outlining the primary challenges it faces. Explore the potential societal impacts of these challenges on Pakistan's future and propose measures to address these concerns.

(20)

Q. No. 4.

Critically examine the impact of cultural imperialism on contemporary communication practices globally. Discuss how dominant cultures influence the communication landscape and assess its effects on preserving cultural diversity and indigenous identities?

(20)

Q. No. 5.

What is the significance of Public Relations departments for both Government and Private organizations? Provide examples.

(20)

Q. No. 6.

Describe the importance of Development Support Communication in Pakistan's progress. Discuss its methods, difficulties, and share examples.

(20)

Q. No. 7.

What ethical issues do media professionals face in the digital age? Offer solutions to maintain ethical standards in digital media age for media professionals.

(20)

Q. No. 8.

Write notes on any TWO of the following: (10 each)

(a) Digital Divide and Access to Information

(b) Fake News and Disinformation

(c) Two step flow model

(20)

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Q. No. 2.

What is social responsibility theory? Explain its importance with logic and arguments. Also give examples with reference to Pakistani society.

(20)

Q. No. 3.

The excessive use of mobile phone affecting the studies of school/college students. Give your opinion with logic and arguments.

(20)

Q. No. 4.

Explain in detail the code of ethics for media professionals.

(20)

Q. No. 5.

Elaborate in detail the diffusion and innovation theory, its merits and demerits and its applicability in Pakistani society.

(20)

Q. No. 6.

What is development support communication? How it can be helpful for national development? Support your answer with logic & arguments.

(20)

Q. No. 7.

Suppose you are a PRO of Police department. Suggest a plan and measure to control street crime in the country.

(20)

Q. No. 8.

Write notes on any TWO of the following: (10 each)

(a) Press-Government relatives in Pakistan

(b) PEMRA

(c) Role of media in Democracy

(20)

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Q. No. 2. Explain the role of media as a watchdog or fourth Estate of government. Provide examples from Pakistani scenario to substantiate your stance/argument.

(20)

Q. No. 3. Elaborate the key assumptions of Diffusion and Innovation Theory, its strengths and weaknesses. Critically discuss its applicability from the Third-World perspective.

(20)

Q. No. 4. What is globalization? Critically examine its impact on Pakistani culture. Explain, how globalization is different from Westernization?

(20)

Q. No. 5. Discuss the role of new technologies in Public Relations. Support your answer with suitable examples from the context of Pakistan.

(20)

Q. No. 6. Discuss the history of Development Support Communication. How ICTs (Information and Communication Technologies) transform Development Support Communication in the age of Globalization? Comment.

(20)

Q. No. 7. Discuss the role of Development Communication in nation building. Provide suitable examples from national and international context.

(20)

Q. No. 8. Write notes on any TWO of the following: (10 each)

(a) Brief history of Media Laws in Pakistan

(b) Media Conglomerates

(c) Press Code of Ethics

(20)

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Q. No. 2. Traditionally, communication theory as a distinct area of media studies has transited through minimum four eras of its development. Explain these eras and their specific characteristics by categorizing the communication theories associated with them. (20)

Q. No. 3. Elizabeth Noelle-Neumann propounded the Spiral of Silence Theory in 1974 while examining public opinion as a form of social control, which later emerged as a milestone in public opinion formation research. Discuss it in detail by drawing model of the theory. (20)

Q. No. 4. In international and global communication context, communication and culture are strongly associated with each other. Discuss the nexus in the light of Marxist and Gramsci approaches. (20)

Q. No. 5. Relations between governments and mass media have more often been adversarial in Pakistan. Discuss it in historical perspective as why they have been the way have been. Be precise and critical in your attempt. (20)

Q. No. 6. How would you differentiate between Development Communication and Development Support Communication? Would you support the use of DSC tools and techniques in an increasingly cosmopolitan society? In either case, provide cogent justifications to support your opinion. (20)

Q. No. 7. In developing nations, this impression is gaining momentum that mass media and journalists more often look after their limited objectives with complete disregard to national security when reporting complex social and political issues. This calls for an effective governance of media and their affairs with essential regulations. Don’t you think such impression plagues the right of freedom of expression and media? Discuss this in the perspective of contemporary media laws of Pakistan. (20)

Q. No. 8. Briefly explain the following: (5 each)

a. Media determinism by Marshall McLuhan

b. Cultural industries

c. PEMRA Code of Ethics

d. Press Information Department

(20)

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Q. No. 2.

Briefly narrate the implications and shortcomings of the Shannon and Weaver model of Communication?

(20)

Q. No. 3.

Explain how Uses and Gratification Theory is an audience centered approach in understanding Mass Communication. Also explain how is it positivistic approach?

(20)

Q. No. 4.

How Mac Bride Commission report analyze communication problems in modern societies? Discuss its recommendations in detail.

(20)

Q. No. 5.

Define Public Relations. Also explain its tools and techniques and challenges in Pakistan.

(20)

Q. No. 6.

Define and explain the term Development Support Communication. Also narrate how it can be helpful in solving various social issues of Pakistani society?

(20)

Q. No. 7.

“Pakistani media organizations are unable to formulate a self-disciplined code of ethics.”

Do you agree or not. Support your answer with logic and arguments.

(20)

Q. No. 8.

Write brief notes on any TWO of the following: (10 each)

(a) Media as an agent of social change

(b) Gerbner’s Model of Communication

(c) Role of Social media in Pakistan

(20)

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