Principles of Mass Communication

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

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.

 

15.00
Unit I: 

Communication : Meaning and Scope, element and process. Types of communication : verbal and non-verbal, intrapersonal, interpersonal, group and mass communication.

 

10.00
Unit II: 

Nature and process of mass communication, channels of mass communication, characteristics of audiences, audience segmentation.

 

10.00
Unit III: 

Normative theories of Press – authoritarian, libertarian, socialistic, social responsibility, development and participatory theory

10.00
Unit IV: 

Cultural communication, Cultural integration and Cross cultural communication. Public opinion and propaganda.

 

15.00
Unit V: 

Emerging media scenario, news trends since globalization, media scene before Globalization and after, Impact of  changing communication technology.

 

Essential Readings: 

1.DeVito, Joseph A., Communication : Concepts and Process Prentice-Hall. New Jersey.

2.MacLujan, Marshall., Understanding Media. Routledge and Kegan Paul, London.

3.Agee, Warren K. Ault Philip H., Introduction to Mass Communication, Oxford and IBH Publishing Co., New Delhi.

4.Yadava, J.S. Mathur K. Ault Philip H., Introduction to Mass Communication. The Basic Concepts, Kanishka Publishers, Distributors, New Delhi.

5.Gupta B.R., Mass Communication and Development. Vishwavidhyalaya Prakashan, Varanasi.

 

Academic Year: 
2016-2017
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