Match the following: (Author) (Concept)

Author	Concept
(a) Guy Debord	(i) Media as cultural industry
(b) Theodor Adorno	(ii) Ritual view of communication
(c) James W Carey	(iii) Society of the spectacle
(d) Umberto Eco	(iv) Mediated hyper – reality

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

Correct Ans: (C)

Explanation:

Let’s decode each theorist’s core idea and its significance in media studies:

1. (a) Guy Debord – (iii) Society of the spectacle
   Debord, in his influential work The Society of the Spectacle, argued that modern life is dominated by representations and images. He believed these spectacles distract the public and commodify human experience through media and consumer culture.
2. (b) Theodor Adorno – (i) Media as cultural industry
   Adorno, a member of the Frankfurt School, along with Horkheimer, critiqued the cultural industry. He explained how mass media manipulates the masses, standardizes culture, and serves capitalist agendas, discouraging critical thought.
3. (c) James W. Carey – (ii) Ritual view of communication
   Carey introduced two views of communication: transmission and ritual. In the ritual view, communication acts as a cultural practice that maintains society through shared beliefs and values rather than merely transmitting information.
4. (d) Umberto Eco – (iv) Mediated hyper-reality
   Eco explored semiotics and how media blurs the line between reality and fiction. His work set the stage for understanding hyper-reality, where media constructs a simulated version of reality that often feels more real than actual events.

These ideas are foundational in mass media analysis. Each thinker helped redefine how we view communication, representation, and meaning in a media-saturated society. Hence, the correct match is clearly:

• (a) – (iii)
• (b) – (i)
• (c) – (ii)
• (d) – (iv)

This set matches Option (C).