Identify the correct chronological sequence of the following theories:
(A) Information theory, Public opinion theory, Magic bullet theory, Selectivity theory.
(B) Public opinion theory, Magic bullet theory, Selectivity theory, Information theory.
(C) Magic bullet theory, Public opinion theory, Information theory, Selectivity theory.
(D) Selectivity theory, Information theory, Public opinion theory, Magic bullet theory.
Correct Ans: (B)
Explanation:
Understanding the historical development of communication theories helps in analyzing how media effects have been studied over time. Each theory emerged in response to evolving media landscapes and audience behavior.
To begin with, Public Opinion Theory developed in the early 20th century. Scholars like Walter Lippmann (1922) emphasized how media shapes public perception. This theory became essential for understanding mass influence.
Next, the Magic Bullet Theory, also called the Hypodermic Needle Model, gained prominence in the 1920s and 1930s. It suggested that media messages had a direct and powerful effect on passive audiences. However, later research disproved its simplistic assumptions.
Subsequently, Selectivity Theory emerged in the 1940s and 1950s. Researchers found that audiences actively select media content based on personal preferences and prior beliefs. This challenged earlier notions of direct media influence.
Finally, Information Theory, developed in 1948 by Claude Shannon and Warren Weaver, focused on the transmission of messages. It explained how information flows through communication channels and how noise can distort messages.
Clearly, these theories appeared in the order Public Opinion Theory → Magic Bullet Theory → Selectivity Theory → Information Theory. Therefore, the correct answer is (B). Understanding this sequence helps in tracing how media influence theories evolved over time.
