Match List – I with List – II:
| List – I | List – II |
| (a) Cultivation analysis | 1. K.S. Sitaram |
| (b) Personal influence | 2. George Gerbner |
| (c) Critical theory | 3. Katz & Lazarsfeld |
| (d) Cultural communication | 4. David Kellner |
| Codes: | (a) | (b) | (c) | (d) |
| (A) | 1 | 2 | 4 | 3 |
| (B) | 2 | 3 | 4 | 1 |
| (C) | 2 | 4 | 3 | 1 |
| (D) | 2 | 3 | 1 | 4 |
Correct Ans: (B)
Explanation:
Understanding media theories helps in analyzing how communication influences individuals and society. Several scholars have contributed significantly to different areas of media research. Therefore, knowing their work provides deeper insights into media effects, cultural impact, and audience behavior.
- Cultivation Analysis – George Gerbner (2): Gerbner introduced cultivation theory, which explains how television shapes viewers’ perceptions of reality. Additionally, he argued that heavy TV consumption leads to a distorted view of the world. As a result, long-term exposure to media content influences public opinions and attitudes.
- Personal Influence – Katz & Lazarsfeld (3): This theory, developed by Elihu Katz and Paul Lazarsfeld, focuses on the role of opinion leaders in communication. Moreover, it highlights the two-step flow of communication, where media messages first reach opinion leaders and then influence the broader audience. Consequently, interpersonal interactions play a crucial role in shaping public perception.
- Critical Theory – David Kellner (4): Kellner’s critical theory examines how media and culture reinforce power structures. Furthermore, it challenges dominant ideologies and promotes media literacy. Because of this approach, scholars critically analyze how media influences social and political thought.
- Cultural Communication – K.S. Sitaram (1): Sitaram emphasized the role of culture in communication processes. Specifically, his work explored how cultural differences impact communication effectiveness. Therefore, understanding cultural communication helps in fostering global dialogue and cross-cultural interactions.
Thus, the correct sequence is (B): Cultivation Analysis – 2 (Gerbner), Personal Influence – 3 (Katz & Lazarsfeld), Critical Theory – 4 (Kellner), Cultural Communication – 1 (Sitaram). Clearly, these theories continue to shape media studies and research.
