LIST-I Theory LIST-II Author A. Agenda Setting I. Elizabeth Noelle Neumann B. Spiral of silence II. Paul Lazarsfeld C. Cultivation III. George Gerbner D. Two-Step Flow IV. Maxwell McCombs and Donald Shaw
Choose the correct answer from the options given below:
Matching Media Theories and Authors
This question requires matching four significant theories in media and communication studies with their respective key authors. Let's break down each theory and its originator to find the correct pairings.
Understanding Key Media Theories
- Agenda Setting Theory: This theory suggests that the media doesn't tell people what to think, but rather what to think about. The prominence given to certain issues by the media influences the public's perception of their importance.
- Spiral of Silence Theory: Proposed by Elisabeth Noelle-Neumann, this theory explains that individuals are less likely to express opinions they perceive as being in the minority due to a fear of social isolation.
- Cultivation Theory: Developed by George Gerbner, this theory posits that long-term exposure to television content shapes viewers' perceptions of social reality, making them believe the 'real world' is more like the world portrayed on TV.
- Two-Step Flow of Communication: This model, conceptualized by Paul Lazarsfeld and Elihu Katz, suggests that media messages influence opinion leaders first, who then influence others through interpersonal communication.
Identifying Authors for Each Theory
Based on established communication research, the authors are associated with the theories as follows:
| LIST-I Theory | LIST-II Author |
|---|---|
| A. Agenda Setting | IV. Maxwell McCombs and Donald Shaw |
| B. Spiral of Silence | I. Elizabeth Noelle Neumann |
| C. Cultivation | III. George Gerbner |
| D. Two-Step Flow | II. Paul Lazarsfeld |
Combining these pairings, the correct sequence is:
- Agenda Setting (A) is linked to Maxwell McCombs and Donald Shaw (IV).
- Spiral of Silence (B) is linked to Elizabeth Noelle Neumann (I).
- Cultivation (C) is linked to George Gerbner (III).
- Two-Step Flow (D) is linked to Paul Lazarsfeld (II).
Final Correct Match
This results in the matching: A-IV, B-I, C-III, D-II.
| Theory | Author |
|---|---|
| A. Agenda Setting | IV. Maxwell McCombs and Donald Shaw |
| B. Spiral of Silence | I. Elizabeth Noelle Neumann |
| C. Cultivation | III. George Gerbner |
| D. Two-Step Flow | II. Paul Lazarsfeld |
This detailed explanation helps clarify the contributions of these key figures in media studies.
Important Questions from Mass Media and Society
Which of the following statements is FALSE?
- Arrange the following works in the field of Media in the chronological order :
A. R. Jenkin - Convergence culture: where old and new media collide
B. S. Cohen - The social manufacture of news: Deviance, social problems and the mass media
C. R.L. Keeble and J. Mair The phone hacking scandal: Journalism on Trial
D. B.A. McCable and G.M. Martin - School violence, the media and criminal justice responses
Choose the correct answer from the options given below: Which among the following are NOT the strengths of radio?
(A) Audience selectivity
(B) Directional signage
(C) Frequency builder
(D) Low cost product
(E) Low reach
Choose the correct answer from the options given below :
- Match List-I with List-II:Choose the correct answer from the options given below :
List-I Type of media List-II Example (A) Print (I) Television (B) Interactive (II) Magazine (C) Out of home (III) Internet (D) Broadcast (IV) Poster A brief 10 - 60 second message between programmes, generally in the form of jingles is called as_________________.
