The description of mass media as magic multipliers was given by:
(A) Walter Lippmann
(B) Denis McQuail
(C) Daniel Lerner
(D) Wilbur Schramm
Correct Ans: (D)
Explanation:
Wilbur Schramm, a renowned communication theorist, called mass media “magic multipliers.” He used this term to highlight the media’s power in shaping society. According to Schramm, media can amplify a simple message and spread it to large audiences. This effect is similar to magic because of the vast reach media can achieve. Schramm believed that mass media are powerful tools for spreading ideas, emotions, and cultural values. By reaching a broad audience, media can change societies. It can influence public opinion and alter social behaviors. Schramm saw media as a bridge. It connects people, regardless of location. This connection allows information to travel faster and reach more people. For example, during political movements, media can spread messages quickly. These messages can inspire social and political change.
Schramm also noted that mass media can promote development. It can educate and inform people, helping them progress. However, Schramm was cautious. He recognized that media can also distort messages or spread harmful ideas. Despite these risks, Schramm’s view emphasizes media’s power as a tool for change. His concept of “magic multipliers” helps us understand the transformative impact of mass media in today’s world.
