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wilbur schramm extended the arguments of lerner and rogers in favor of 'modernization' through mass media- which he termed 'the magic multipliers'.

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12y ago
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8mo ago

Marshall McLuhan, a Canadian communication theorist, famously referred to mass media as a "magic multiplier" due to its ability to amplify and extend the reach and impact of messages in society. McLuhan believed that media had the power to shape the way people think and behave on a large scale.

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Q: Who has given mass media as a magic multiplier?
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