Match the List-I with List-II:
| List I- (Theory) | List II- (Theorists) |
| (a) Balance Theory | 1. Two step flow of Information |
| (b) Congruity Theory | 2. Charles Osgood |
| (c) Elihu Katz | 3. Diffusion of Innovation |
| (d) Everett Rogers | 4. Fritz Heider |
| Codes: | (a) | (b) | (c) | (d) |
| (A) | 1 | 3 | 2 | 4 |
| (B) | 2 | 4 | 3 | 1 |
| (C) | 3 | 1 | 4 | 2 |
| (D) | 4 | 2 | 1 | 3 |
Correct Ans: (D)
Explanation:
Communication theories have significantly shaped how researchers analyze media influence. To fully grasp their impact, it is essential to understand how they align with their respective theorists. Each theory provides a unique perspective on how people process information, form opinions, and adopt new ideas.
To begin with, Balance Theory, developed by Fritz Heider, explains how individuals seek psychological consistency. When their attitudes or relationships become unbalanced, they adjust their views to restore harmony. This theory is particularly useful in understanding attitude changes in communication.
In addition, Congruity Theory, introduced by Charles Osgood, expands on Heider’s work. It focuses on how individuals evaluate persuasive messages based on source credibility. When new information contradicts existing beliefs, people adjust their attitudes to achieve consistency.
Furthermore, Elihu Katz proposed the Two-Step Flow of Information theory. Unlike the direct effects model, this theory suggests that media messages first influence opinion leaders. These individuals then pass information to the larger public, making interpersonal communication crucial in shaping public opinion.
Moreover, Everett Rogers introduced the Diffusion of Innovation theory. This model explains how new ideas or technologies spread through society. People adopt innovations at different rates, categorized as innovators, early adopters, early majority, late majority, and laggards.
Therefore, the correct matches are:
- Balance Theory → Fritz Heider (4)
- Congruity Theory → Charles Osgood (2)
- Two-Step Flow of Information → Elihu Katz (1)
- Diffusion of Innovation → Everett Rogers (3)
Thus, option (D) is the correct answer. By understanding these theories, scholars can better analyze media effects and audience behavior.
