Match the following- Series 6- Authors-Concept/terms (Mass Communication)

Keywords- Daniel Lerner, Robert McNamara, Ryan and Gross, EM Rogers.

It is already solved questions and this match the following question is related with authors and their idea which were asked in previous paper of UGC-NET exams (Journalism and Mass Communication). It contains authors like ‘Daniel Lerner, Robert McNamara, Ryan and Gross, EM Rogers‘ and their concepts on ‘Modernizing variables, Integrated rural development, Diffusion of innovation, Change agent’. Match the following question with short explanation is designed in order to make you understand better. So that you do not need to go to other places for search.

S. no. Authors Concept/Terms
1. Daniel Lerner Modernizing variables
2. Robert McNamara Integrated rural development
3. Ryan and Gross Diffusion of innovation
4. EM Rogers Change agent


Daniel Lerner1

  • Daniel Lerner was an American scholar and writer known for his studies on modernization theory.
  • His notable works on The Passing of Traditional Society: Modernizing the Middle East.

Robert McNamara2

  • Robert Strange McNamara was an American business executive and the eighth United States Secretary of Defense.
  • McNamara was responsible for the institution of systems analysis in public policy, which developed into the discipline known today as policy analysis.
  • He is best known for helping lead the U.S. into the Vietnam War.
    Robert McNamara was given the concept of Integrated rural development.
  • For the development of the rural areas, the concept of integrated rural development has been widely accepted.
  • The main objective of this program was to bring the very poor families of rural areas, above the poverty line. 

Ryan and Gross

  • Bryce Ryan and Neal C. Gross (1943) investigated the diffusion of hybrid seed corn among Iowa farmers3
  • Research on the diffusion of innovations model began with theirs diffusion of hybrid seed corn among Iowa farmers4.

Everett Rogers

  • EM Rogers was an eminent American communication theorist and sociologist5.
  • As Fulbright Lecturer, Rogers taught the National University of Colombia in Bogota (1963-1964)5.
  • He originated the diffusion of innovations theory and introduced the term early adopter.
  • Everette Rogers modified Lewin’s change theory and created a five-stage theory of his own. The five stages are awareness, interest, evaluation, implementation and adoption6.
  • Rogers defines a change agent as “an individual who influences clients’ innovation-decisions in a direction deemed desirable by a change agency” (1962)7.


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