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For emerging field of mass communication researcher Paul Lazarsfeld proved to be seminal thinker and researcher in what way? (A) For exploring the potential of Social Science methods. (B) For providing training with a high level of entrepreneurial skill. (C) For raising the standard of American Education System. (D) For making assumptions that media have limited direct effect. Choose the most appropriate answer from the options given below :

For emerging field of mass communication researcher Paul Lazarsfeld proved to be seminal thinker and researcher in what way? (A) For exploring the potential of Social Science methods. (B) For providing training with a high level of entrepreneurial skill. (C) For raising the standard of American Education System. (D) For making assumptions that media have limited direct effect. Choose the most appropriate answer from the options given below : Correct Answer (A) and (D) only

Paul Lazarsfeld (1901–1976), made significant contributions to media and communication theory. Some of his work, including the two-step flow model of mass communication reception, continues to resonate in studies of audience reception.

Key Points

  • In the late 1930s and early 1940s, mass society notions began to be empirically investigated by Paul Lazarsfeld.
  • Trained in psychological measurement, Lazarsfeld fled the Nazis and came to the United States on a Ford Foundation fellowship (Lazarsfeld, 1969).
  • For the emerging field of mass communication research, he proved to be a seminal thinker and researcher.
  • Lazarsfeld was interested in exploring the potential of newly developed social science methods, such as surveys and field experiments, to understand and solve social problems.
  • He combined academic training with a high level of entrepreneurial skill. Within a few years after arriving in the United States, he had established a very active and successful social research center, the Bureau for Applied Social Research at Columbia University.
  • Lazarsfeld was committed to the use of empirical social research methods in order to establish the validity of theory.  
  • Lazarsfeld’s most famous research efforts, the “American Voter Studies,” actually began as an attempt to document the media’s power during election campaigns.
  • By the mid-1950s, Lazarsfeld’s work and that of other empirical media researchers had generated an enormous amount of data.
  • Lazarsfeld's conclusion from survey research contrary to popular assumptions, the mass media cannot directly change most people's strongly-held attitudes or opinions.
  • Though Lazarsfeld and others never labeled this theory, it is now referred to as limited-effects theory.

Thus based on the above facts both statements A and D are correct.

Related Questions

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Seringalistas refers to
Read the passage carefully and select the best answer to each question out of the given four alternatives.
The Amazon basin has been continuously inhabited for at least 10, 000 years, possibly more. Its earliest inhabitants were stone-age peoples, living in hundreds of far-flung tribes, some tiny, others numbering in the tens of thousands. It was from the west that Europeans explorers first arrived. In 1541 a Spanish expedition from Quito, led by Gonzalo Pizarro, ran short of supplies while exploring east of the Andes in what is today Peru. Pizarros cousin Francisco de Orellana offered to take 60 men along with the boats from the expedition and forage for supplies. De Orellana floated down the Rio Napo to its confluence with the Amazon, near Iquitos (Peru), and then to the mouth of the Amazon. Along the way his expedition suffered numerous attacks by Indians; some of the Indian warriors, they reported, were female, like the Amazons of Greek mythology, and thus the worlds greatest river got its name. No one made a serious effort to claim this sweaty territory, however, until the Portuguese built a fort near the mouth of the river at Belém in 1616, and sent Pedro Teixeira up the river to Quito and back between 1637 and 1639. During the 17th and 18th centuries, Portuguese bandeirantes (groups of roaming adventurers) penetrated ever further into the rain forest in pursuit of gold and Indian slaves, exploring as far as present-day Rondônia, and the Guaporé and Madeira river valleys. Amazonian Indians had long used the sap from rubber trees to make waterproof bags and other items. European explorers recognized the potential value of natural latex, but were unable to market it because it tended to grow soft in the heat, or brittle in the cold, and thus had limited appeal outside the rain forest. However, in 1842 American Charles Goodyear developed vulcanization (made natural rubber durable) and in 1890 Irelands John Dunlop patented pneumatic rubber tires. Soon there was an unquenchable demand for rubber in the recently industrialized USA and Europe, and the price of rubber on international markets soared. As profits skyrocketed, so did exploitation of the seringueiros, or rubber tappers, who were lured into the Amazon, mostly from the drought-stricken northeast, by the promise of prosperity only to be locked into a cruel system of virtual slavery dominated by seringalistas (owners of rubber-bearing forests). Rigged scales, hired guns, widespread illiteracy among the rubber tappers, and monopoly of sales and purchases all combined to perpetuate the workers debt and misery. In addition, seringueiros had to contend with jungle fevers, Indian attacks and all manner of deprivation.
Who among the following patented the pneumatic rubber tires?
In the following passage, some of the words have been left out. Read the passage carefully and select the correct answer for the given blank out of the four alternatives.
Technical skill ____________ to the ability and knowledge to use the pedagogy, tools and techniques involved in the teaching and research of a specific subject. Ability in programming or software designing and operating a computer is, ___________ instance, a technical skill. There are two things a teacher should understand __________ transformational technical skills. In the first place, he must know __________ skill and what level of skill should be applied on a particular student. He should be ____________ enough with their potential to ask discerning questions. Secondly, a teacher must understand the role of each event organised and the transformational skill applied, and the inter-relationships between the events and skills. understand __________ transformational technical skills.