The publicity model of mass communication focuses on
(A) negative opinions
(B) ideation
(C) attention
(D) criticism
Correct Ans: (C)
Explanation:
The publicity model of mass communication primarily focuses on gaining attention, rather than informing, persuading, or engaging in ethical communication. This model, rooted in public relations theory, emphasizes message visibility over accuracy or depth.
In this approach, communicators—especially PR professionals—create eye-catching headlines, dramatic visuals, or bold messages to generate maximum media coverage. Their main goal is to get people talking, sharing, or reacting, regardless of whether the attention is positive or negative.
Importantly, the publicity model doesn’t prioritize audience understanding or dialogue. Instead, it relies on the assumption that any kind of attention boosts recognition and influence. That’s why celebrities, brands, and political figures often use this model to stay in the public eye.
Now, let’s break down the incorrect choices. Negative opinions may result from publicity, but they are not the core focus of this model. Ideation involves developing ideas or concepts, which relates more to creative thinking than attention-seeking. Criticism might follow publicity, but again, it’s a by-product—not the primary aim.
In contrast, attention drives the publicity model. PR campaigns under this model often use sensationalism, stunts, or controversy to attract public and media focus. Media outlets may pick up the story simply because it stands out, not because it’s newsworthy in a traditional sense.
Therefore, mass communication professionals use the publicity model to capture attention, increase visibility, and shape public awareness—whether the content is praised or criticized.
