Coming soon
Principles of Mass Communication
Course Objectives:
This course will enable the students to understand the various models of communication in detail. Create deep understanding of the range of communication theories and understand the social, political and cultural implication of communication theories.
Communication : Meaning and Scope, element and process. Types of communication : verbal and non-verbal, intrapersonal, interpersonal, group and mass communication. characteristics of audiences, audience segmentation
Models: SMR, SMCR, Shannon and Weaver, Lasswel, Osgood, Dance, Schramm, Gerbner, Newcomb, Convergent and Gate-keeping, Communication and Socialization.
Media systems and theories: authoritarian, libertarian, socialistic, social-responsibility, development, participatory. Hypodermic Needle Theory, Two Step and Multi Step Flow Theory.
Issues of Media Monopoly – Cross-media ownership; Ethical aspects of mass media, Cultural communication and Cross cultural communication. Hegemony and Political Economy.
Mass media: public opinion and democracy. Media culture and its production. Media organizations, media content, market – driven media content – effects, Media and social responsibility, media accountability, infotainment and ICE.
DeVito, Joseph A., Communication : Concepts and Process Prentice-Hall. New Jersey.
MacLujan, Marshall., Understanding Media. Routledge and Kegan Paul, London.
Agee, Warren K. Ault Philip H., Introduction to Mass Communication, Oxford and IBH Publishing Co., New Delhi.
Yadava, J.S. Mathur K. Ault Philip H., Introduction to Mass Communication. The Basic Concepts, Kanishka Publishers, Distributors, New Delhi.
Gupta B.R., Mass Communication and Development. Vishwavidhyalaya Prakashan, Varanasi.
