In social science research, the concept of Verstehen was promoted by (A) James Carey (B) James Curran (C) Max Weber (D) Leslie Fielden Correct Ans: (C) Explanation: In social science research, Max Weber introduced the concept of Verstehen, which means "understanding" in German. This idea emphasizes empathetic and interpretive understanding of human actions, especially from the perspective of those being studied. Unlike purely objective or statistical methods, Verstehen focuses on why people behave the way they do—looking at the meaning behind their actions. In mass communication, this concept plays a critical role. When researchers analyze audience behavior, media preferences, or cultural interpretations, they often rely on Verstehen. For example, when studying how different communities interpret news stories, researchers must understand the social context, emotions, and subjective meanings behind audience reactions. Max Weber argued that social science should not just mimic natural science. Human actions have intentions, beliefs, and values that can't be measured solely through numbers. Verstehen allows researchers to grasp the motives and meaning structures behind behavior. It forms the foundation for qualitative research methods, such as in-depth interviews, ethnography, and textual analysis. Now, let's clarify why the other options are incorrect:(A) James Carey is known for the ritual view of communication but not for Verstehen.(B) James Curran contributed to media theory and political economy, but not to this concept.(D) Leslie Fielden doesn’t hold a recognized link to Verstehen in research literature. Therefore, only (C) Max Weber accurately represents the scholar who promoted Verstehen as a vital concept in understanding human behavior through interpretation. In conclusion, Verstehen reshaped how researchers approach communication and society. It tells us that to truly understand media audiences or cultural behavior, we must step into their world and interpret their meanings, not just observe them from a distance.