The originator of limited effects theory of mass media is (A) E M Rogers (B) Paul Lazarsfeld (C) Harold Innis (D) Harold Lasswell Correct Ans: (B) Explanation: Paul Lazarsfeld (Option B) originated the Limited Effects Theory of mass media. This theory shifts the view that media strongly influences the audience. Instead, it suggests that media’s […]
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Narrowing communication gap between high and low segments of socio-economic status through redundancy in communication messages is called: Correct Ans: (C) Explanation: The ceiling effect refers to a communication strategy that deliberately uses redundancy to make messages clearer and more accessible, especially for people from lower socio-economic backgrounds. Instead of assuming one message delivery will
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Assertion (A): The concept of development communication has failed to take-off in Reason (R): Lack of professional approach and the people’s passion for entertainment, not development, are responsible for the situation. (A) Both (A) and (R) are true. (B) Both (A) and (R) are true, but (R) is not the correct explanation of (A). (C)
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A distinction between administrative and critical communication research was first drawn by (A) Harold Lasswell (B) Walter Lippmann (C) Paul Lazarsfeld (D) Elihu Katz Correct Ans: (C) Explanation: Paul Lazarsfeld introduced the distinction between administrative and critical communication research. His work influenced the study of mass media, shaping how scholars analyze media effects and power
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