Q. Match List I with List II (December 2023, UGC NET)
| List I- Mass Communication Theory | List II- Theorist |
| (A) Agenda-Setting | I. Elisabelt Noelle-Neumann |
| (B) Spiral of Silence | II. George Gerbner |
| (C) Cultivation Theory | III. Walter Lippman |
| (D) Public Opinion | IV. McComb and shaw |
Chose the correct answer from the options given below:
1. A-IV, B-I, C-II, D-III
2. A-IV, B-I, C-III, D-II
3. A-I, B-IV, C-II, D-III
4. A-I, B-II, C-III, D-IV
Correct Ans: (1)
Explanation: (A) Agenda-Setting – IV. McComb and Shaw: The Agenda-Setting theory was developed by Maxwell McCombs and Donald Shaw. It describes how media can influence the importance placed on the topics of the public agenda.
(B) Spiral of Silence – I. Elisabeth Noelle-Neumann: The Spiral of Silence theory was proposed by Elisabeth Noelle-Neumann. It explains how people’s willingness to express their opinions is influenced by their perception of the prevailing public opinion.
(C) Cultivation Theory – II. George Gerbner: The Cultivation Theory was developed by George Gerbner. It suggests that long-term exposure to media content, particularly television, shapes viewers’ perceptions of reality.
(D) Public Opinion – III. Walter Lippman: The concept of Public Opinion was extensively discussed by Walter Lippmann in his book “Public Opinion,” where he explores the formation and influence of public opinion.