Mass Comm Intro & Theories

1. In mass communication, the feedback is:

• Instant

• Delayed

2. The mass communication plays the following functions:

• Information

• Transmission of heritage

• Catalyst for development

• All of these

3. Following is NOT a characteristic of mass audience:

• Scattered

• Homogeneous

• Anonymous

4. The model of mass communication that lays thrust on importance of opinion leaders is called:

• One-Step Flow Model

• Two-Step Flow Model

• Multi-Step Flow Model

5. Which category of people under the adoption curve constitutes about 34% of the population and take considerable time to make up their mind which could be because of several reasons like limited resources or limited perception about the new idea?

• Early majority

• Late majority

• Laggards

6. The model of mass communication that describes the process of mass communication as a set of concentric elements always involved in a series of actions and reactions:

• HUB Model

• Multi-Step Flow (Diffusion of Innovation) Model

• Westley & MacLean's Model

7. The model of mass communication that recognises the importance of gate-keepers in the process of mass communication is:

• HUB Model

• Multi-Step Flow (Diffusion of Innovation) Model

• Westley & MacLean's Model

8. The model which talks about the direct transfer of message from sender to receiver is:

• Multi-Step Flow

• One-step

• Two-step

9. People that have major influence on the decisions and may come from business, politics, religious, civic or community groups are called:

• Gatekeepers

• Mass Audience

• Opinion Leaders

__________ is the “process by which an innovation is communicated through certain channels over a period of time among the members of a social system”.

• Diffusion

• Innovation

• Gatekeeping