Models and Theories of Mass Communication

Paper Code: 
JMC 121
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to -                                           

  • Understand the various models of communication in detail. 
  • Create deep understanding of the range of communication theories.
  • Understand the social, political and cultural implication of communication theories.

Learning Outcome:

 

  1. Students would be able to acquaint themselves with the various models and theories of   communication and their correlation with practical world and current context.
  2. Students would get acquainted with the basics of communication process and their application in mass media practices in the digital world.
  3. Students would be able to understand   interplay of Communication with Social, Political and Cultural milieu.

 

 

Course Outcomes (COs):

Course

Learning outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Paper Code

Paper Title

JMC

I21

Models and Theories of Mass Communication

CO01:Students would be able to acquaint themselves with the various models of Communication and their correlation with practical world and current context.

CO02:Students would get acquainted with the basics of Communication process and their application in Mass Media practices.

CO03:Students would be able to understand interplay of Communication with Social, Political and Cultural milieu.

 

Approach in teaching:

Lecture cum Discussion

Tool(Power Point Presentation)

Case study methodology can be applied

Learning activities for the students:

Selflearning assignments, Effective questions, Simulation, Seminar presentation, Giving tasks, Field practical

 

Class test Continuous Assessment Test Semester end  examination

Assignments

Presentation.

10.00
Unit I: 

Communication: Meaning and Scope, Element and Process. Types of Communication: Verbal and Non-Verbal, Intrapersonal, Interpersonal, Group and Mass Communication. Characteristics and Strengths of Mass Media (Print, Radio, TV, Digital Web), Characteristics of Audiences, Audience Segmentation, Barriers of Communication

 

12.00
Unit II: 

Models: Aristotle’s definition of Rhetoric, Barlo’s SMCR, Shannon and Weaver’s Mathematical Model, Lasswell, Osgood, Westley McLean’s Conceptual Model, Davis Helical Spiral Model, Newcomb’s model of communication, George Gerbner’s Model, Schramm’s interactive model, Convergent and Gate-keeping, Communication and Socialization

 

10.00
Unit III: 

Media Systems and Theories: Hypodermic Needle Theory, Two Step and Multi Step Flow Theory. Authoritarian, Libertarian, Socialistic, Social-responsibility, Development, Participatory

 

10.00
Unit IV: 

Psychological and Sociological Theories: Cultivation, Agenda Setting, (McComb and Shaw)and Manufacturing Consent (Chomsky), Uses and Gratification, Spiral of Silence. Dominant, Dependency and Participatory models of Communication and Marshal McLuhan’s Approach(Medium is the Message).

 

15.00
Unit V: 

Mass Media: Public Opinion and Democracy (James Bryce and Walter Lippman), Cultural Communication, and Cross Cultural Communication, Critical Theories of Communication: Cognitive Dissonance, Selective Perception, Cultivation Theory, and Hegemony.

Multiculturalism, Functionalism and Structuralism. Frankfurt School (Adorno, Horkhiemer and Habermas), New Media theories: Networked Societies and Digital Convergence: Manuel Castells, Christian Fuchs, Evgeny Morozov

 

Essential Readings: 

Essential Readings:

  1. Aggarwal,Virbala and Gupta, V. S. (2012). Handbook of Journalism and Mass Communication. New Delhi. Neha Publishers and Distributors.
  2. Baran,Stanley J. (2008). Introduction to Mass Communication New Delhi. McGraw-Hill Publications.
  3. Dennis, McQuail (2010). Mass Communication Theory. London. Sage Publications.
  4. Littlejohn, S.W. and Foss K. A.(2008)Theories of Human Communication. Illinois. Waveland Press, Inc.
  5. Sharma, Diwakar. (2004). Mass Communication: Theory and Practice in the 21st Century. New Delhi. Deep & Deep Publications.
  6. Soni,Sudhir. (2013). Handbook of Journalism and Mass Communication. New Delhi.Y Kings Books.
  7. Upadyaya,Gaurav Kumar. (2018). Communication and Mass Communication: Concept and Process.Delhi.Rajat Publications.
  8. Williams, Kevin. (2017). Understanding Media Theory. London. Bloomsbury.

 

References: 
  1. Baren, Stanley J. (2015). Mass Communication Theory: Foundations, Ferment and Future. India. Cengage Publications.
  2. Sharma, Ashish. (2018). Introduction to Mass Communication: Model and Theories. Chhattisgarh. Evincepub Publishing.
  3. Sudaram, Ravi (2013). No Limits: Media Studies from India. New Delhi. Oxford University Press.
  4. Yadav, J.S. and Mathur, Pradeep(2008). Issues in Mass Communication: The Basic Concepts. New Delhi. Kanishka Publishing House.

 

Academic Year: 
2021-2022
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