25 min Test: Communication (Process & Models) - UGC NET MCQ

The Hypodermic or Bullet Theory originated in the early 20th century and was first proposed by social theorists like Harold Lasswell. It suggests that mass media have a direct, immediate, and powerful effect on their audiences, viewing receivers as passive and uncritical, absorbing messages without resistance. This theory emerged in the context of unprecedented media expansion, including the rise of radio and cinema, and was used to explain phenomena like propaganda effectiveness. However, it has been criticized for oversimplifying the media-audience relationship, as later theories recognize that audiences are active interpreters. In contrast to other media theories such as Agenda Setting Theory, which acknowledges the role of media in shaping the public agenda through selective emphasis, the Hypodermic Theory underscores the notion of media possessing near-total influence over a passive audience.

Let's break down the statements:

1. The theory is derived from the basic tenets of Marx and Engels:

   • This statement is incorrect. The Agenda Setting Theory originated in communication research, particularly from the seminal work of McCombs and Shaw in the 1960s. It is based on empirical studies of media effects, not Marxist principles.

2. It envisions media to be under the control of the working class:

   • This statement is incorrect. The Agenda Setting Theory does not posit control of media by any specific class. Instead, it focuses on how media can influence public perception and prioritize issues in the public agenda.

3. In this theory, the media sets agendas for the masses, leading to cognitive changes in individuals:

   • This statement is correct. Agenda Setting Theory proposes that media can influence the salience of issues in the public mind, shaping what people think about rather than what to think.

Given these evaluations, the incorrect statement about the Agenda Setting Theory is:

4. Both (A) and (B)

All three communication models — Linear, Interactional, and Transactional — are applicable in general human communication, though they represent different perspectives:

• Linear Model: One-way communication (e.g., a speech or broadcast).

• Interactional Model: Two-way communication with feedback, but not simultaneous (e.g., texting).

• Transactional Model: Simultaneous exchange of messages; the most dynamic and accurate for face-to-face communication.

Each model is useful in understanding different types of communication scenarios, so none of them is entirely inapplicable.

The statement "Communication is the blood stream of administrative organization" signifies the vital role communication plays in ensuring the smooth functioning and coordination within an administrative setup. Just as the blood stream sustains and nourishes the body, communication sustains and facilitates the operations of an organization, ensuring that information, decisions, and directives flow effectively throughout the organizational structure.

Learning to communicate effectively with others is essential for establishing rewarding relationships. Effective communication skills enable individuals to express themselves clearly, understand others better, resolve conflicts, and build strong connections. By mastering communication, individuals can foster positive interactions, trust, and mutual understanding in various personal and professional settings.