Match the following: (List I- Concept/Model) (List II- Author/S)(a) Diffusion of innovation(i) Daniel Lerner(b) Change agent(ii) Robert McNamara(c) Modernising variables(iii) Ryan and Gross(d) Integrated rural development(iv) E.M. Rogers Codes:(a)(b)(c)(d)(A)(iii)(iv)(i)(ii)(B)(i)(iii)(iv)(i)(C)(i)(ii)(iii)(iv)(D)(iv)(i)(ii)(iii) Correct Ans: (A) Explanation:This task requires matching communication models with their respective authors. Let's break down each concept clearly: Diffusion of innovation explains how new ideas spread within a society. E.M. Rogers developed this model. He emphasized the role of communication channels in the adoption process (Match a-iv). The Change agent concept refers to individuals who help facilitate the adoption of new ideas or practices. Daniel Lerner is known for studying the role of change agents in rural development and their influence on society (Match b-i). Modernising variables are the factors that drive social and economic changes. Robert McNamara introduced these variables. He identified how different elements influence modernization in developing countries (Match c-ii). Integrated rural development is a strategy aimed at improving rural living conditions. Ryan and Gross focused on this approach, studying how communication influences development in rural communities (Match d-iii). Therefore, the correct code is (A), as it matches each concept with its respective author.