The __________ mode of message transmission is found to be more effective in bringing about an attitude change.
Answer & explanation
Correct answer: option 4
The correct answer is Option (4) → Face-to-Face
Among the characteristics of the message that affect attitude change, the mode of spreading the message plays a significant role.
Option (1) Digital — Incorrect. Transmission through visual media such as television and the Internet comes close to face-to-face interaction, but it is not a substitute for it.
Option (2) Pamphlets — Incorrect. Letters and pamphlets are indirect transmission, which is usually less effective than talking to people directly.
Option (3) Mass Media — Incorrect. Mass media, such as describing the benefits of ORS on the radio, are also indirect transmission, and so less effective.
Option (4) Face-to-Face — Correct. Face-to-face transmission of the message is usually more effective than indirect transmission. A positive attitude towards ORS is created more effectively when community social workers and doctors talk to people directly than by only describing its benefits on the radio.
NCERT (2025-26): “Attitude Change … Finally, the mode of spreading the message plays a significant role. Face-to-face transmission of the message is usually more effective than indirect transmission, as for instance, through letters and pamphlets, or even through mass media. For example, a positive attitude towards Oral Rehydration Salts (ORS) for young children is more effectively created if community social workers and doctors spread the message by talking to people directly, than by only describing the benefits of ORS on the radio (see Figure 6.3). These days transmission through visual media such as television and the Internet are similar to face-to-face interaction, but not a substitute for the latter.” |