It is based on the assumption that mass media have subtle effects on audiences who unknowingly, absorb the dominant symbols, images and messages of media'. The above-mentioned communication theory is known by what name and who developed it ?
The question pertains to identifying a communication theory based on its description. Let's analyze the given options to comprehend which theory aligns with the described characteristics effectively:
- Agenda Setting by Maxwell McCombs and Donald L. Shaw: This theory suggests that media doesn't tell us what to think but rather what to think about. It focuses on the media's role in shaping public attention and prioritizing issues. This is not related to subtle effects and absorption as mentioned in the question.
- The Cultivation Theory by George Gerbner: This theory posits that prolonged exposure to media, particularly television, subtly influences and shapes the audience's perception of reality. Over time, individuals tend to adopt the symbolic meanings and images portrayed, which aligns perfectly with the description stating that mass media has subtle effects leading audiences to absorb dominant symbols, images, and messages unknowingly.
- Uses and Gratification Theory by Katz: This theory focuses on how individuals actively seek out media to satisfy specific needs and desires, emphasizing audience activity and purpose, which again differs vastly from the passive absorption described in the question.
- Soviet Communist Theory by Wilbur Schramm: This theory is about media functioning as a tool for the state to promote socialist ideologies, emphasizing control rather than subtle influence as described in the question.
Based on the explanation above, the correct answer is The Cultivation Theory by George Gerbner, as it specifically deals with the subtle and unconscious absorption of media messages by audiences, reflecting prolonged exposure effects.
Important Questions from Mass Communication
Media literacy is considered as a
Given below are two statements:
Statement I: It is said that content of one medium itself is another medium.
Statement II: Just like the written word is content in print, the content of writing can also be called as speech.
In light of the above statements, choose the correct answer from the options given below:
Given below are two statements:
Statement I: Personal communication is more effective than mass communication.
Statement II: Mass media may be a major stimulant of personal communication, affecting personal attitudes and behaviour through a two-step flow.
In the light of the above statements, choose the correct answer from the options given below:
Given below are two statements:
Statement I : The electronic space of Internet has failed to displace the Institutional space in a society even an iota.
Statement II : The Internet communication has broken down the hierarchies of race, ethnicity and gender
In the light of the above statements, choose the correct answer from the options given below.
Given below are two statements:
Statement I: In a democracy, mass media are designated as the fourth pillar of the society.
Statement II: Mass media do not have the ability to set the agenda for the audience to discuss and debate.
In the light of the above statements, choose the most correct answer from the options given below:
