Principles 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 -

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

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:

Self learning assignments, Effective questions, Simulation, Seminar presentation, Giving tasks, Field practical

 

Class test Continuous Assessment Test Semester end  examination

Assignments

Presentation.

 

 

 

15.00
Unit I: 
I

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

10.00
Unit II: 
II

Models: SMR, SMCR, Shannon and Weaver, Lasswell, Osgood, Dance, Schramm, Gerbner, Newcomb, Convergent and Gate-keeping, Communication and Socialization.

10.00
Unit III: 
III

Media systems and theories: authoritarian, libertarian, socialistic, social-responsibility, development, participatory. Hypodermic Needle Theory, Two Step and Multi Step Flow Theory.

10.00
Unit IV: 
IV

Sociological Theories: Cultivation, Agenda setting, Uses and Gratification, Spiral of silence and Dependency theory. Dominant, Dependency and Participatory models of communication and Marshal Mc Luhan’s Approach.

15.00
Unit V: 
V

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

Essential Readings: 

References: 

1.    Communication and Mass Communication: Concept and Process (2018). Gaurav Kumar Upadyaya. Rajat Publications, Delhi.

2.    Communication and Mass Communication in India (2004). J.V. Vill'anilam. B.R. Publishing Corporation, Delhi.                                  

3.    Handbook of Journalism and Mass Communication (2002). Vir Bala Aggarwal, V.S. Gupta. Concept Publishing Company, New Delhi.         

4.    Handbook of Journalism and Mass Communication (2010). Sudhir Soni. Yking Books, Jaipur.

5.    Mass Communication: Theory and Practice in the 21st Century (2004). Diwakar Sharma. Deep & Deep Publications, New Delhi.

6.    McQuail's Mass Communication Theory (2005). Denis McQuail. Vistaar Publication, New Delhi.  

Academic Year: 
2019-2020
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