Below are the list of popular authors in the discipline of mass communication and their concepts or ideas. These type of questions are always asked in UGC NET exam conducted by NTA.
S. no.
Authors
Idea/concept
1.
Roland
Barthes
Anchorage
2.
Stuart
Hall
Negotiated
Code
3.
John
Fiske
Communication
test
4.
F
Parkin
Radical
System
5.
Guy
Debord
Society
of spectacle
6.
Theodor
Adorno
Media
as cultural Industry
7.
James
W Carey
Ritual
view of communication
8.
Umberto
Eco
Mediated
hyper-reality
9.
EF
Schumacher
Intermediate
technology
10.
Julius
Nyrere
Popular
Participation in development
11.
Mahatma
Gandhi
Basic
needs fulfillment
12.
Robert
Hornik
Change
in power relations for development
13.
Daniel
Lerner
Modernizing variables and Empathy
14.
Robert
McNamara
Integrated
rural development
15.
Ryan
and Gross
Diffusion
of innovation
16.
EM
Rogers
Change agent and Laggards
17.
Donald
Shaw and Maxwell McCombs
Priming
18.
Antonio
Gramsci
Coercion
and consent
19.
Wilbur
Schramm
Frames
of reference
20.
George
Gerbner
Resonance
21.
WW
Rostow
Growth
Theory
22.
Shannon
and Weaver
Entropy
23.
Marshall
McLuhan
Medium
is the Message
24.
Herbert
Spencer
Evolutionary
Perspective
25.
John
Fiske
Popular
culture and TV
26.
Henry
Jenkins
Fan
Culture
27.
Michael
Foucalt
Omnipresence
of power
28.
Jacques
Derrida
Deconstruction
of text
29.
Dependency
Sandra
Ball-Rokeach and Melvin DeFleur
30.
Daniel
Bell
Post-
industrial society
31.
J.
Habermas
Public
Sphere
32.
Alvin
Tottler
Third
Wave
33.
Joseph
Schumpeter
Austrian
School
34.
Thorstein
Veblen
Technological
Determinism (coined the term)
35.
Daniel
Boorstin
Simulation
theory
36.
Noam
Chomsky
Flak
37.
Philip
Schlesinger
Mythical
time factor
38.
Denis
McQuail
Technological
Determinism
39. Leon Festinger Cognitive dissonance 40. Wilbur Schramm Circular Model 41. Riley and Riley Ritual Model 42. Frank Dance Helical Model 43. Elizabeth Neuman Spiral of Silence 44. Carl Hovland, Arthur Lumsdain and Fred Sheffield Sleeper effect 45. Ignace Gelb Grammatolozy 46. Antonio Gramsci Hagemony 47. Dallas Smythe Cultural Screen 48. J.H Altschull Media- the agents of power 49. F. Lyotard Postmodernism 50. Thomas Kuhn Concept of Paradigm 51. M. K Gandhi Trusteeship of society 52. L. R Beltran Ideological constraints of development 53. J. Scott Saftey first principle 54. Amartya Sen Idea of justice
Personalities
Focused
Area
Jacques
Derrida
Dismantling
structure in text
Noam
Chomsky
Text
linguistics
Van
Dijk
Discourse
analysis
Ferdinand
de Saussure
Network
of signs
Elihu
Katz
Influence
of opinion leaders
Cl
Hovland
Limited
persuasive effect of media
Joseph
T Klapper
Selective
exposure
P
Lazarsfeld
Voter
Study
Durga
Das
Political
commentator
Mario
Miranda
Cartoonist
CY
Chintamani
Editor
Melvil
Demellow
Broadcaster
Volney
B Palmer
Advertising
Tim
Berners Lee
Web
Joseph
Pulitzer
New
Journalism
DW
Griffith
Film
Model Proponent Hierarchy of effects Rice and Atkin Audience-centred social marketing theory Brenda Dervin Mean World Index George Gerbner Feminist reception studies Janice Radway
Concept Perspective Media Imperialism Neo- Marxist New World Information Order International structuralist Modernization through Communication Structural Functionalist Participatory Communication Alternative