Match List – I with List – II:
| List – I (Theorist) | List – II (Theory) |
| (a) Rosengren | 1. Helical patterns |
| (b) Elizabeth Neumann | 2. Development media |
| (c) F. Dance | 3. Centripetal and centrifugal messages |
| (d) Y.V. Lakshmana Rao | 4. Spiral of Silence |
| Codes: | (a) | (b) | (c) | (d) |
| (A) | 1 | 2 | 3 | 4 |
| (B) | 2 | 1 | 4 | 3 |
| (C) | 4 | 3 | 1 | 2 |
| (D) | 3 | 4 | 1 | 2 |
Correct Ans: (D)
Explanation
Understanding the association between communication theorists and their theories provides a deeper insight into media and communication studies. The correct match is as follows:
- Rosengren – Centripetal and Centrifugal Messages
- Elizabeth Neumann – Spiral of Silence
- F. Dance – Helical Patterns
- Y.V. Lakshmana Rao – Development Media
To begin with, Rosengren’s concept of Centripetal and Centrifugal Messages explains how communication can either unify (centripetal) or diversify (centrifugal) society. This model helps in understanding the dynamics of media influence on social cohesion and fragmentation.
Next, Elizabeth Neumann’s Spiral of Silence Theory describes how people suppress their opinions when they perceive their views as unpopular. This theory plays a crucial role in media studies, explaining why certain perspectives dominate public discourse while others fade.
Moving on, Frank Dance introduced the Helical Model of Communication, which emphasizes that communication is a continuous, evolving process. Unlike linear models, it suggests that communication grows and develops over time, just like a helix.
Finally, Y.V. Lakshmana Rao’s Development Media Theory focuses on how media should support national development. This theory suggests that media should serve as an instrument of progress, particularly in developing nations, by promoting education, economic growth, and social change.
In conclusion, these theorists have significantly contributed to media studies, shaping how researchers analyze communication processes. Understanding their theories helps in better comprehension of media influence and audience behavior.
