Key Concepts and Their Creators in Communication Theory

 Match the items in List-I with List-II:

Correct Ans: (A)

Explanation:

Every major concept in media theory has a name behind it. These thinkers shaped how we understand mass communication today. Let’s explore four crucial ideas and the minds that developed them.

Wilbur Schramm introduced the idea of Frames of Reference. He believed that communication only works when both sender and receiver share common experiences or knowledge. If these frames don’t align, messages often fail. Therefore, understanding the audience becomes essential for effective communication.

Antonio Gramsci gave us the powerful concept of Coercion and Consent. He explained that ruling classes maintain control not just by force but also by winning public consent. This idea formed the basis of cultural hegemony. Consequently, his work continues to influence media criticism and cultural studies.

Next, we have Priming, a concept developed by Donald Shaw and Maxwell McCombs. These two researchers focused on how media affect public perception. They argued that repeated exposure to certain topics makes those topics seem more important. As a result, the media can shape not just what people think about, but also how they evaluate it.

Finally, George Gerbner introduced Resonance as part of his cultivation theory. He explained that people who experience violence in real life are more likely to be affected by violent media. When real-world experiences match media content, the impact deepens. This creates a distorted view of reality.

In summary, these theories continue to guide media research and practice. Each thinker added a new layer to our understanding of communication and its powerful effects.