Match List – I with List – II:
| List – I | List – II |
| (a) Harold D. Lasswell | 1. Linear model of communication |
| (b) Shannon & Weaver | 2. Two step flow of communication |
| (c) Ruge & Galtung | 3. Political communication |
| (d) Elihu Katz | 4. Selective gate keeping |
| Codes: | (a) | (b) | (c) | (d) |
| (A) | 4 | 2 | 3 | 1 |
| (B) | 3 | 1 | 4 | 2 |
| (C) | 4 | 3 | 2 | 1 |
| (D) | 3 | 2 | 1 | 4 |
Correct Ans: (B)
Explanation:
Understanding the core principles of communication theories requires examining the contributions of major scholars. These researchers introduced groundbreaking models that continue to influence the field of media and communication studies. Let’s now take a closer look at their theories and how they interconnect.
Correct Matches with Detailed Explanations
- Harold D. Lasswell – Political Communication (3):
To begin with, Harold Lasswell made a significant impact on political communication studies. His famous model—”Who says what, in which channel, to whom, with what effect”—provides a clear framework for understanding how messages are delivered and received in mass communication. Furthermore, his research on propaganda and media influence remains highly relevant in political and media discourse. - Shannon & Weaver – Linear Model of Communication (1):
Moving forward, Claude Shannon and Warren Weaver developed the first mathematical model of communication in 1949. Their linear model describes communication as a one-way process, involving a sender, message, channel, receiver, and potential noise. This model is particularly useful in understanding technical communication and information transmission, making it a foundational concept in media studies. - Ruge & Galtung – Selective Gatekeeping (4):
Additionally, Johan Galtung and Mari Holmboe Ruge contributed to media studies by developing the concept of selective gatekeeping. This theory explains how news editors and media professionals filter and prioritize information, ultimately shaping public perception and media agendas. As a result, this theory plays a crucial role in discussions about media bias and agenda-setting. - Elihu Katz – Two-Step Flow of Communication (2):
Lastly, Elihu Katz, along with Paul Lazarsfeld, introduced the two-step flow theory. This model challenges the idea that media directly influences audiences. Instead, it argues that opinion leaders first interpret media content and then pass it on to their followers. Consequently, this theory highlights the importance of interpersonal communication and social networks in shaping public opinion.
In conclusion, these theorists have played a crucial role in shaping communication research. Their models provide valuable insights into how messages are transmitted, filtered, and interpreted. By understanding these theories, we can better analyze media influence, public perception, and the role of communication in society.
