Principles of Mass Communication

Paper Code: 
JMC 201
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable students to understand various models and theories related to Journalism and Mass Communication.

15.00
Unit I: 

Media Systems and Theories- Authoritarian; Libertarian; Socialist, Social Responsibility; Development Communication and Participatory theory of communication.

15.00
Unit II: 

Models- SMCR; Shannon and Weaver; Lasswell; Schramm-Osgood; Gerbner & Gate-keeping.

10.00
Unit III: 

 Psychological theories of communication- Selective Exposure, Selective Perception and Selective Retention; One step and Multi Step Flow Theory. Characteristics of Audiences.

 

10.00
Unit IV: 

Cultural Integration  and   Cultural Pollution; Media and Social Responsibility; Phenomenon of Mass Culture.

 

10.00
Unit V: 

Cross Cultural Communication – Meaning; Definition; Tools and   Relevance. 

 

References: 

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

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

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

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

 

Academic Year: 
2015-2016
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