The middle range theory of communication was advocated by

(A) John Fiske

(B) Robert Merton

(C) Karl Marx

(D) M. S. Archer

Correct Ans: (B)

Explanation:

Robert Merton advocated the Middle Range Theory in communication. This theory connects broad theoretical concepts with practical applications. It serves as a bridge between grand theories, which are too abstract, and specific research findings, which may lack a strong theoretical base.

Unlike Karl Marx’s ideological approach or John Fiske’s semiotic analysis, Merton’s theory focuses on empirical research. It allows communication scholars to develop testable hypotheses. This method helps researchers study media influence, audience behavior, and message effectiveness in a structured way.

The Middle Range Theory does not attempt to explain all aspects of communication at once. Instead, it examines specific communication phenomena such as media effects, public opinion, and persuasion techniques. Researchers use it to analyze how news framing, social media trends, or advertising strategies shape audience perception.

For example, studies on agenda-setting theory or uses and gratifications theory fall under the middle range framework. They focus on real-world observations while maintaining a solid theoretical foundation. This makes the theory both flexible and practical.

Overall, Merton’s approach remains valuable in communication research. It ensures that theories are applicable, research-driven, and relevant to understanding modern media landscapes.