Q.1: The “Social Cognitive Theory,” which evolved from Social Learning Theory, is attributed to which of the following psychologists?
a) Leon Festinger
b) Albert Bandura
c) B.F. Skinner
d) Sigmund Freud
Ans: b) Albert Bandura
Q.2: Which researcher is responsible for introducing the “Third-Person Effect,” the hypothesis that people perceive others to be more affected by media than themselves?
a) W. Phillips Davison
b) Elihu Katz
c) Leonard Berkowitz
d) Annie Lang
Ans: a) W. Phillips Davison
Q.3: The “Elaboration Likelihood Model” (ELM), a leading theory of persuasion in advertising and PR, was developed by:
a) Shannon and Weaver
b) Petty and Cacioppo
c) Rogers and Shoemaker
d) Maxwell McCombs and Donald Shaw
Ans: b) Petty and Cacioppo
Q.4: “Cognitive Dissonance Theory,” which suggests that users seek media content that aligns with their existing beliefs, was propounded by:
a) Harold Lasswell
b) Paul Lazarsfeld
c) Leon Festinger
d) Joseph Klapper
Ans: c) Leon Festinger
Q.5: Which scholar adapted “Schema Theory” to explain how individuals process complex news information through pre-existing mental structures?
a) Doris Graber
b) Elisabeth Noelle-Neumann
c) George Gerbner
d) Marshall McLuhan
Ans: a) Doris Graber
Q.6: The “Limited Capacity Model of Motivated Mediated Message Processing” (LC4MP) was introduced to mass communication study by:
a) Dolf Zillmann
b) Annie Lang
c) Robert Entman
d) Gaye Tuchman
Ans: b) Annie Lang
Q.7: “Excitation Transfer Theory,” which explains how emotional arousal from one media scene can intensify the reaction to the next, was propounded by:
a) Leonard Berkowitz
b) Dolf Zillmann
c) Walter Lippmann
d) Wilbur Schramm
Ans: b) Dolf Zillmann
Q.8: The “Uses and Gratifications” approach, shifting focus from “what media do to people” to “what people do with media,” is most strongly associated with:
a) Katz, Blumler, and Gurevitch
b) Lowery and DeFleur
c) Westley and MacLean
d) Gerbner and Gross
Ans: a) Katz, Blumler, and Gurevitch
Q.9: “Priming Theory,” which describes how media triggers related thoughts and evaluations in the audience’s mind, was notably advanced by:
a) Leonard Berkowitz
b) David Manning White
c) Kurt Lewin
d) Teun A. van Dijk
Ans: a) Leonard Berkowitz
Q.10: “Selective Perception” and the “Limited Effects” paradigm are most closely linked to the work of:
a) Joseph Klapper
b) James Carey
c) Stuart Hall
d) Raymond Williams
Ans: a) Joseph Klapper