Match the following:
| List I (Concept) | List II (Perspective) |
| (a) Media Imperialism | (i) Alternative |
| (b) New World Information Order | (ii) Neo-Marxist |
| (c) Modernization through Communication | (iii) International structuralist |
| (d) Participatory Communication | (iv) Structural Functionalist |
| Codes: | (a) | (b) | (c) | (d) |
| (A) | (i) | (iv) | (iii) | (ii) |
| (B) | (iv) | (i) | (ii) | (iii) |
| (C) | (ii) | (iii) | (iv) | (i) |
| (D) | (iii) | (ii) | (i) | (iv) |
Correct Ans: (C)
Explanation:
Communication studies involve different perspectives that shape how media and information influence societies. Each perspective offers a unique way to analyze media effects, power structures, and development. These concepts help in understanding global media trends and their impact.
- Media Imperialism – Neo-Marxist Perspective
The concept of media imperialism suggests that powerful nations dominate global media. Neo-Marxists argue that Western media, especially from the U.S., control narratives, influencing cultures worldwide. Consequently, this results in a one-sided information flow, promoting Western ideologies while marginalizing local voices. - New World Information Order – International Structuralist Perspective
The demand for a New World Information and Communication Order (NWICO) emerged to counter media imperialism. International structuralists advocate for a fairer global information flow. They emphasize reducing Western dominance and promoting diverse perspectives, especially from developing nations. - Modernization through Communication – Structural Functionalist Perspective
This theory suggests that mass media helps modernize societies. Structural functionalists believe communication spreads knowledge, fosters economic growth, and promotes development. As a result, media acts as a tool for progress, integrating societies into modern economic systems. - Participatory Communication – Alternative Perspective
Unlike traditional models, participatory communication encourages community involvement. The alternative perspective supports grassroots movements, where people actively engage in communication processes. Therefore, it promotes dialogue, empowerment, and social change through media.
Overall, these perspectives provide valuable insights into global media dynamics. They help analyze how communication shapes societies, development, and cultural interactions.
