Match the following:
| List I (Model) | List II (Proponent) |
| (a) Hierarchy of effects | (i) George Gerbner |
| (b) Audience-centred social marketing | (ii) Janice Radway |
| (c) Mean World Index | (iii) Rice and Atkin |
| (d) Feminist reception studies | (iv) Brenda Dervin |
| Codes: | (a) | (b) | (c) | (d) |
| (A) | (iii) | (iv) | (i) | (ii) |
| (B) | (iv) | (i) | (ii) | (iii) |
| (C) | (i) | (ii) | (iii) | (iv) |
| (D) | (ii) | (iii) | (iv) | (i) |
Correct Ans: (A)
Explanation:
Communication theories play a vital role in understanding media effects, audience behavior, and message reception. Several scholars have contributed models that help analyze media impact. Each model focuses on a unique aspect of communication, shaping research in media studies.
- Hierarchy of Effects – Rice and Atkin
This model explains how advertising influences consumer behavior. It suggests that people move through stages—awareness, interest, desire, and action—before making a purchase. Over time, advertisers have used this framework to craft persuasive marketing strategies. - Audience-Centered Social Marketing – Brenda Dervin
Social marketing focuses on promoting behavioral change rather than just selling products. Dervin emphasized that audience engagement is key to successful communication. Consequently, this model stresses the importance of understanding audience needs, attitudes, and motivations. - Mean World Index – George Gerbner
Gerbner introduced this concept as part of his cultivation theory. He argued that people who consume a lot of television, especially violent content, tend to believe the world is more dangerous than it actually is. As a result, heavy viewers develop a perception of a “mean world,” shaped by media portrayals. - Feminist Reception Studies – Janice Radway
Radway explored how women interpret media, particularly romance novels. Her research showed that audiences actively decode messages based on their experiences. Therefore, feminist reception studies highlight how media consumption is shaped by gender, culture, and identity.
Overall, these models continue to influence media research, offering valuable insights into audience behavior, media effects, and communication strategies.
