Match the following:
| (List I- Area) | (List II- Originator) |
| (a) Selective exposure | (i) Elihu Katz |
| (b) Voter study | (ii) C. I. Hovland |
| (c) Influence of opinion leaders | (iii) Joseph T. Klapper |
| (d) Limited persuasive effect of media | (iv) P. Lazarsfeld |
| Codes: | (a) | (b) | (c) | (d) |
| (A) | (iv) | (ii) | (i) | (iii) |
| (B) | (iii) | (i) | (ii) | (iv) |
| (C) | (iii) | (iv) | (i) | (ii) |
| (D) | (ii) | (iii) | (iv) | (i) |
Correct Ans: (C)
Explanation:
In this question, we match communication theories with their respective originators. Let’s break this down carefully.
- Selective exposure refers to the tendency of individuals to favor media that confirms their preexisting beliefs. P. Lazarsfeld introduced this theory. He argued that people actively seek out media that reinforces their views (Match a-iv). Therefore, the concept is all about people’s media choices.
- The voter study, on the other hand, investigates how media influences voting behavior. C. I. Hovland developed this theory. He explored the impact of media on political decisions and voter attitudes (Match b-ii). Consequently, the theory links media with political choices.
- Moving forward, the influence of opinion leaders suggests that individuals tend to follow people they regard as experts. Elihu Katz created this theory. He demonstrated that opinion leaders play a significant role in shaping public opinion (Match c-i). Therefore, the idea is crucial in understanding media influence.
- Lastly, the limited persuasive effect of media argues that media has a less powerful influence than many assume. Joseph T. Klapper proposed this theory. He emphasized that the media’s effect on behavior is often indirect and limited (Match d-iii). Thus, this theory challenges the commonly held belief that media has a strong effect.
In conclusion, the correct code is (C), where each theory is matched with its originator.
