Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Standard view
Full view
of .
Look up keyword
Like this
0 of .
Results for:
No results containing your search query
P. 1
Communication and Media Theories

Communication and Media Theories



|Views: 4,449|Likes:
Published by Anil Pinto

More info:

Published by: Anil Pinto on Mar 27, 2009
Copyright:Attribution Non-commercial


Read on Scribd mobile: iPhone, iPad and Android.
download as PDF or read online from Scribd
See more
See less


To help students have theoretical understanding of Communication and mediatheories to aid communication related research
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

Activity (17)

You've already reviewed this. Edit your review.
1 hundred reads
1 thousand reads
Dr.Sony J.Raj liked this
Claudia Gemayel liked this
lavernz12 liked this
Alexandra Filip liked this
Dinakara Kenjoor liked this
Ismail Babatunde Jamiu added this note
Ainur Totayeva liked this

You're Reading a Free Preview

/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->