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Models and Theories of Mass Communication [1]

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

This course will enable the students to –

           

  • Discuss the various models of communication in detail.
  • Create deep understanding of the range of communication theories.
  • Inculcate the knowledge of social, political and cultural implication of communication theories.
  • To acquaint themselves with the various models and theories of   communication and their correlation with practical world and current context.

 

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.

 

 

10.00
Unit I: 
I
  • Communication: Meaning and Scope, Element and Process.
  • Types of Communication: Verbal and Non-Verbal, Intrapersonal, Interpersonal, Group and Mass Communication.
  • Characteristics and Strengths of Mass Media (Print, Radio, TV, Digital Web), Characteristics of Audiences, Audience Segmentation,
  • Barriers of Communication

 

12.00
Unit II: 
II
  • Models: Aristotle’s definition of Rhetoric,
  • Barlo’s SMCR, Shannon and Weaver’s Mathematical Model, Lasswell, Osgood, Westley McLean’s Conceptual Model, Davis Helical Spiral Model, Newcomb’s model of communication, George Gerbner’s Model, Schramm’s interactive model,
  • Convergent and Gate-keeping,
  • Communication and Socialization

 

10.00
Unit III: 
III
  • Media Systems and Theories: Hypodermic Needle Theory, Two Step and Multi Step Flow Theory.
  • Authoritarian, Libertarian, Socialistic, Social-responsibility, Development, Participatory

 

 

 

10.00
Unit IV: 
IV
  • Psychological and Sociological Theories: Cultivation, Agenda Setting, (McComb and Shaw) and Manufacturing Consent (Chomsky),
  • Uses and Gratification, Spiral of Silence.
  • Dominant, Dependency and Participatory models of Communication and Marshal McLuhan’s Approach (Medium is the Message).

 

15.00
Unit V: 
V
  • Mass Media: Public Opinion and Democracy (James Bryce and Walter Lippman),
  • Cultural Communication, and Cross Cultural Communication,
  • Critical Theories of Communication: Cognitive Dissonance, Selective Perception, Cultivation Theory, and Hegemony.
  • Multiculturalism, Functionalism and Structuralism. Frankfurt School(Adorno, Horkhiemer and Habermas)
  • New Media theories: Networked Societies and Digital Convergence: Manuel Castells, Christian Fuchs, Evgeny Morozov

 

Essential Readings: 

Suggested Reference Books

  • Dennis, McQuail (2010). Mass Communication Theory. London. Sage Publications.
  • Littlejohn, S.W. and Foss K. A.(2008)Theories of Human Communication. Illinois. Waveland Press, Inc.
  • Sharma, Diwakar. (2004). Mass Communication: Theory and Practice in the 21st Century. New Delhi. Deep & Deep Publications.
  • Soni,Sudhir. (2013). Handbook of Journalism and Mass Communication. New Delhi.Y Kings Books.
  • Upadyaya,Gaurav Kumar. (2018). Communication and Mass Communication: Concept and Process.Delhi.Rajat Publications.
  • Williams, Kevin. (2017). Understanding Media Theory. London. Bloomsbury.

                                   

Suggested Text Books

  • Baren, Stanley J. (2015). Mass Communication Theory: Foundations, Ferment and Future. India. Cengage Publications.
  • Sharma, Ashish. (2018). Introduction to Mass Communication: Model and Theories. Chhattisgarh. Evincepub Publishing.
  • Sudaram, Ravi (2013). No Limits: Media Studies from India. New Delhi. Oxford University Press.
  • Yadav, J.S. and Mathur, Pradeep(2008). Issues in Mass Communication: The Basic Concepts. New Delhi.Kanishka Publishing House.

 

References: 

E Resources

Reference Journals

  • Media Watch
  • The Indian Journal of Mass Communication and Journalism
  • Journal of Media and Communication
  • Amity Journal of Media and Communication Studies
  • International Journal of Communication
  • Critical Studies in Media Communication

 

Academic Year: 
2023-2024 [7]

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Links:
[1] https://journalism.iisuniv.ac.in/courses/subjects/models-and-theories-mass-communication-2
[2] https://media.careers360.com/download/ebooks/careers360-quick-guide-mass-communication
[3] https://media.careers360.com/download/ebooks
[4] https://www.pewresearch.org/topic/news-habits-media/
[5] https://mediahistoryproject.org/
[6] https://lantern.mediahist.org/
[7] https://journalism.iisuniv.ac.in/academic-year/2023-2024