In Meletzke’s Model of mass communication process, the role of ______ is a key one along with the role of communicator.
- Receiver
- Medium
- Feedback
- Message
Correct Ans: (B)
Explanation:
Meletzke’s model of mass communication highlights two key elements: the communicator and the medium. He didn’t view the medium as a passive channel. Instead, he treated it as an active force in the communication process. This approach made his model unique and practical.
The communicator creates and sends the message. However, the medium decides how that message reaches the audience. For instance, newspapers, television, and social media all work differently. They shape the message in their own ways. As a result, the medium directly affects how the audience receives and understands the content.
Moreover, Meletzke stressed that mass communication depends heavily on technology. The communicator cannot reach large audiences without a strong medium. So, both roles must work together. The communicator controls the message. The medium controls its reach and impact.
In addition, the model shows a mostly one-way communication flow. It moves from sender to audience. Although feedback exists, it stays minimal. Still, the medium plays a powerful part. It determines speed, accessibility, and tone.
Therefore, the model teaches an important lesson. Communicators must choose the right medium for their message. A poor choice weakens communication. A strong choice makes it effective and clear.
In summary, Meletzke gave equal importance to both roles. He placed the medium at the heart of communication strategy. Because of that, his model continues to influence modern mass media studies.
