MCN 131 COMMUNICATION AND MEDIA THEORIES 60HrsObjectives
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
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.
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.
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.
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
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.
, New York,Longman.6.
Theories of Communication – A Short Introduction
, London, Sage Publication.7. Armand Mahelart & Michele Mahelart. 1998