Assertion (A): The two-step flow theory of communication has been proved wrong.
Reason (R): In a developing society information has to cross not one but many barriers.
(A) Both (A) and (R) are true
(B) Both (A) and and (R) are true but (R) is not the correct explanation
(C) (A) is true, but (R) is false
(D) (A) is false, but (R) is true
Correct Ans: (A)
Explanation:
Assertion (A): Critics have challenged the two-step flow theory of communication, considering it less relevant today. The theory originally suggested that information flows in two stages: from mass media to opinion leaders, then from opinion leaders to the general public. However, advancements in technology and media have revealed that communication is more complex, involving multiple stages and channels. This makes the theory less applicable in modern contexts.
Reason (R): In developing societies, information must navigate multiple barriers, such as language, literacy, and technological access. These additional barriers complicate the communication process, meaning information doesn’t simply flow through two steps. Instead, it must overcome several obstacles to reach the intended audience.
Conclusion: Both Assertion (A) and Reason (R) are true. The two-step flow theory has become outdated, and in developing societies, information must cross multiple barriers to be effectively communicated. Therefore, the correct answer is (A), “Both (A) and (R) are true.”
