Published on Journalism (https://journalism.iisuniv.ac.in)

Home > Models and Theories of Mass Communication

Models and Theories of Mass Communication [1]

Paper Code: 
25JMC121
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to explore diverse theoretical frameworks in media studies, including mass media's influence on public opinion and democracy, and cultural and cross-cultural communication.

 

Course Outcomes: 

Course Outcomes (COs):

Course

Learning outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course

Title

25JMC121

 

Models and Theories of Mass Communication

(Theory)

CO1: Demonstrate proficiency in understanding process of communication, identifying effective communication and audience and its segmentation.

CO2:Evaluate the communication models and theories, and implications for understanding communication and socialization processes.

CO3: Explore various media theories, and analyse their implications for media systems and audience reception.

CO4: Examine prominent psychological and sociological theories in communication and Marshal McLuhan’s Medium is the Message approach.

CO5: Explore diverse theoretical frameworks in media studies,

CO6: Contribute effectively in course-specific interaction.

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, s, Field work

 

Class test Continuous Assessment Test, Semester end examination,

Assignments,

Presentation.

 

12.00
Unit I: 
Unit I: Foundations of Communication and Mass Media
  • 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: 
Unit II: Communication Models and Socialisation
  • Models: Aristotle’s definition of Rhetoric
  • Berlo’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
12.00
Unit III: 
Unit III: Understanding Media Systems and Theories
  • Media Systems and Theories: Hypodermic Needle Theory, Two Step and Multi Step Flow Theory
  • Authoritarian, Libertarian, Socialistic, Social-responsibility, Development, Participatory
  • Critical Theories of Communication: Cognitive Dissonance, Selective Perception, Cultivation Theory, and Hegemony

 

12.00
Unit IV: 
Unit IV: Psychological and Sociological Theories in Communication
  • 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).

 

12.00
Unit V: 
Unit V: Media, Culture, and Society: Theories and Perspectives
  • Mass Media: Public Opinion and Democracy (James Bryce and Walter Lippman)
  • Cultural Communication, and Cross-Cultural Communication
  • Multiculturalism, Functionalism and Structuralism. Frankfurt School (Adorno, Horkhiemer and Habermas)
  • Communication and Socialization
  • New Media theories: Networked Societies and Digital Convergence: Manuel Castells, Christian Fuchs, Evgeny Morozov

 

Essential Readings: 
  • 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.
  • Upadhyaya,Gaurav Kumar. (2018). Communication and Mass Communication: Concept and Process.Delhi.Rajat Publications.
  • Williams, Kevin. (2017). Understanding Media Theory. London. Bloomsbury.

 

References: 
  • 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.

 

E- Resources:

Academic Year: 
2025-2026 [7]

Follow Journalism on:

IIS (Deemed to be University)

Gurukul Marg, SFS, Mansarovar, Jaipur 302020, (Raj.) India Phone:- +91-141-2400160-61, 2397906-07, Fax: 2395494, 2781158

Source URL: https://journalism.iisuniv.ac.in/courses/subjects/models-and-theories-mass-communication-4

Links:
[1] https://journalism.iisuniv.ac.in/courses/subjects/models-and-theories-mass-communication-4
[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/2025-2026