Match List – I with List – II:
| List I- (Model) | List II- (Theorist) |
| (a) Model of Mass Communication process | 1. Comstock |
| (b) Cognitive Dissonance Theory | 2. Ball-Rokeach & Defleur |
| (c) Dependency Model of Mass Communication | 3. Festinger |
| (d) Psychological model of television effect | 4. Maletzke |
| Codes: | (a) | (b) | (c) | (d) |
| (A) | 2 | 3 | 4 | 1 |
| (B) | 4 | 3 | 2 | 1 |
| (C) | 2 | 4 | 1 | 3 |
| (D) | 3 | 1 | 2 | 4 |
Correct Ans: (B)
Explanation:
Understanding the relationship between communication models and their theorists helps in grasping how media influences audiences. The correct matching is as follows:
- Model of Mass Communication Process – Maletzke
- Cognitive Dissonance Theory – Festinger
- Dependency Model of Mass Communication – Ball-Rokeach & Defleur
- Psychological Model of Television Effect – Comstock
To begin with, Maletzke’s Model of Mass Communication explains the interaction between media, audience, and communication context. Unlike earlier models, it highlights the psychological and social factors that influence media consumption.
Next, Leon Festinger introduced the Cognitive Dissonance Theory, which focuses on the discomfort people feel when they hold conflicting beliefs. When media presents information that contradicts existing attitudes, individuals experience dissonance, leading them to either change their beliefs or seek reinforcing content.
Moving forward, Ball-Rokeach and Defleur developed the Dependency Model of Mass Communication, emphasizing the audience’s reliance on media for information. This model explains how media effects are stronger when people have fewer alternative sources of knowledge. As a result, mass media can significantly shape opinions and behaviors.
Lastly, Comstock’s Psychological Model of Television Effect examines how television impacts viewers’ thoughts and emotions. It suggests that repeated exposure to televised content influences attitudes and behaviors, particularly in children and adolescents.
In conclusion, these models provide valuable insights into media effects and audience behavior. By studying them, researchers can better understand how communication processes shape public perception and decision-making.
