Tag: Uses and Gratification

Identify the correct combination of Mass communication theories: (A) Hellical - Cultivation - Uses and Gratification - Agenda setting (B) Mathematical - Gate keeping - Propaganda - Hegemony (C) Post modernism - Westley and Maclean - Cultivation - Knowledge Gap (D) Cultivation - Uses and Gratification - Agenda setting - Cognitive Dissonance Correct Ans: (A) Explanation: The correct combination of mass communication theories includes: Helical Model (Frank Dance) – This model explains communication as a continuous, evolving process where messages build over time. It rejects the idea of communication as a one-time event. Cultivation Theory (George Gerbner) – This theory suggests that long-term exposure to media, especially television, shapes audience perceptions of reality. It highlights how media reinforces societal norms and beliefs. Uses and Gratification Theory (Elihu Katz, Jay Blumler, and Michael Gurevitch) – This approach focuses on why people actively seek out media. It suggests that audiences use media to fulfill specific needs like information, entertainment, or social interaction. Agenda-Setting Theory (Maxwell McCombs & Donald Shaw) – This theory explains how media influences public opinion by highlighting certain issues while ignoring others. The press doesn’t tell people what to think but what to think about. The other options include incorrect pairings: Mathematical Model (Shannon & Weaver) relates to information transmission, but Propaganda and Hegemony belong to different theoretical areas. Postmodernism is a broad philosophy, not a communication model. Cognitive Dissonance (Leon Festinger) is a psychological theory, not strictly a mass communication theory. Because these theories help analyze media influence, audience choices, and societal impact, they remain essential in media studies.

Tag: Uses and Gratification

Identify the correct combination of Mass communication theories

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