Coming soon
Principles of Mass Communication
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.
Sociological Theories: Cultivation, Agenda Setting, Uses and Gratification, Spiral of Silence and Dependency Theory. Dominate, Dependency and Participatory models of Communication and Marshall McLuhan’s approach.
Mass media: public opinion and democracy. Issues of Media Monopoly – cross-media ownership; Ethical aspects of mass media, Cultural communication, and Cross cultural communication. Hegemony, Political Economy.
1. DeVito, Joseph A., Communication: Concepts and Process Prentice- Hall. New Jersey.
2. McLuhan, Marshall. Understanding Media. Rout ledge 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.
