MCN 131 COMMUNICATION AND MEDIA THEORIES 60HrsObjectives
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To help students have theoretical understanding of Communication and mediatheories to aid communication related research
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To expose students to traditional and contemporary theories of communication
Module I
10 HrsDefining meaning and scope of communication – Processes and functions of communication – Types of communication : Intra-personal, interpersonal and groupscommunication – Media, public and mass communication and its types – Non-verbalcommunication - Nature of communication - symbolic, social, individual processes.
Module II
15 HrsModels of communication – HUB model – Models of Aristotle and Shannon andWeaver- David Berlo – Harold Lasswel – Charles Osgood – Wilber Schranm – Defleur – Gerbener – Newcomb – Models of media systems – Structure and functionsof mass media – The media Systems paradigm – Mass media and the criticalconsumer – Typology of audiences.
Module III
15 HrsTechnological determinism - Normative media theories and society - Levels of communication – Communication flow models – Four theories of the press and beyond. - The two step model and multi-step flow models – Opinion leadership - Newmedia and rise of information society- New media and new theories - Variables for evaluating the effectiveness of communication.
Module IV
20 HrsAudience theory- Concept, mass to market - Types of audiences - Audience effects -Uses and gratifications - Cultivation theory - Individual differences theory - Four phases of media effects - Diffusion - Functional approach to mass communicationtheory - Agenda setting and public opinion - Knowledge gaps - Spiral of silence -Cultural theory in media research – Marxist theories – Neo-Marxist – Feminist – Political economy theory – Marshall McLuhan – Baudrillard :The consumer society – Castelles: The information society – Van Dijk : Cultural theory of communication
Recommended Reading
1. Wood. Julia. T,
Communication theories in action - An introduction.
Wadsworth Publishing Company. 1997.2. McQuai, Denis:
Mass Communication theory.
(III ed) - New Delhi SagePublication, 20043. Andal. N,
Communication theories and Models,
Himalaya Publishing House.1998. Bangalore.4. Infante Dominic. Andrew S. Rancer. Deanna F. Womack : (III ed)
Building Communication theory -
Waveland press Inc. 1990.5. Sererin W and Tankard J. 2000.
Communication Theories
, New York,Longman.6.
Theories of Communication – A Short Introduction
, London, Sage Publication.7. Armand Mahelart & Michele Mahelart. 1998
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