Match the List – I (Book) with List – II (Author): 

List I (Book)	List II (Author)
(a) Television:  The Critical View	(i) Herbert Schiller
(b) Culture Inc	(ii) Greg Philo
(c) Seeing and Believing	(iii) Jen Ang
(d) Desperately Seeking Audience	(iv) Horace Newcomb

Codes:	(a)	(b)	(c)	(d)
(A)	(ii)	(iii)	(iv)	(i)
(B)	(iii)	(ii)	(i)	(iv)
(C)	(i)	(iii)	(ii)	(iv)
(D)	(iv)	(i)	(ii)	(iii)

Correct Ans: (D)

Explanation:

Firstly, Horace Newcomb authored Television: The Critical View. In this book, he critically examines television’s role in shaping culture and society. Moreover, he explores the medium’s social impact and significance.

Next, Herbert Schiller wrote Culture Inc., where he critiques how corporate interests shape and commercialize culture. Schiller further discusses the media industry’s influence on public discourse and highlights its profit-driven nature.

In addition, Greg Philo is the author of Seeing and Believing. In this book, he explores the influence of visual media on belief systems. Philo argues that television and film play a key role in shaping societal perceptions.

Finally, Jen Ang’s Desperately Seeking Audience focuses on how media producers engage with audiences. Ang analyzes the strategies used to attract and retain viewers, showing how audience behavior is studied and manipulated.

Overall, each of these authors brings a unique perspective to the study of media. Consequently, their works provide valuable insights into the relationship between media, culture, and society.