Sequence in historical changes in perspectives on media influence.
(A) Negotiated influence – limited effects – all powerful – long term effects.
(B) All powerful – limited effects – long term effects – negotiated influence.
(C) Limited effects – all powerful – negotiated influence – long term effects.
(D) All powerful – long term effects – negotiated influence – limited effects.
Correct Ans: (B)
Explanation:
Over time, scholars have developed different perspectives on how media affects audiences. These perspectives have evolved as new research emerged, offering deeper insights into media’s role in shaping public opinion and behavior.
- All-Powerful Media (Early 20th Century)
Initially, media was believed to have a direct and strong influence on audiences. The Magic Bullet Theory and Hypodermic Needle Model suggested that media messages directly shaped people’s thoughts and actions. Events like World War propaganda reinforced this belief. - Limited Effects (1940s–1960s)
However, research soon challenged this view. Scholars like Paul Lazarsfeld found that personal influence and social networks played a major role in shaping opinions. The Two-Step Flow Theory demonstrated that opinion leaders filtered media messages before passing them on. As a result, media influence was seen as limited rather than direct. - Long-Term Effects (1960s–1980s)
Later, researchers argued that media effects could accumulate over time. The Cultivation Theory by George Gerbner suggested that prolonged exposure to media, especially television, could shape worldviews. Similarly, the Agenda-Setting Theory highlighted how media influenced what people considered important. - Negotiated Influence (1980s–Present)
Finally, scholars recognized that audiences actively interpret media content. The Reception Theory and Uses and Gratifications Theory emphasize that individuals negotiate meaning based on personal experiences and cultural backgrounds.
In conclusion, media influence has moved from being seen as absolute to more complex and interactive.
