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INTRODUCTION TO MASSCOMMUNICATION
1
 
Contents
UNIT 1-MASS COMMUNICATION
Objectives, Introduction, Meaning of Mass Communication, 3-25Elements of Mass Communication, Different types of Media of Mass Communication, Importance & Need of Mass Communication,Summary, Exercises and Questions, Further Reading
UNIT 2-MODELS OF MASS COMMUNICATION
26-39
Objectives, Introduction, Models of Mass Communication,
Lazarfield Two Step flow, Dependency model, Agenda Setting &Effect Model, Model of Gate Keeping, Summary, Exercises and Questions,Further Reading
UNIT 3-THEORIES OF MASS COMMUNICATION
39-47Objectives, Introduction, Theories of Mass Communication, AuthoritarianTheory, Libertarian theory, Social Responsibility, Soviet Media,Development Communication, Democratization Theory, Summary,Exercises and Questions, Further Reading
UNIT 4-COMMUNICATION V/SMASS COMMUNICATION
48-67Unit Objectives, Meaning & Importance of Communication andMass Communication, Functions of Communication and MassCommunication, Elements & Kinds, Summary, Exercises and QuestionsFurther Reading2
 
UNIT 1-MASS COMMUNICATION
Structure
1.0 Unit Objectives1.1 Introduction1.2 Meaning of Mass Communication1.3 Elements of Mass Communication1.4 Different types of Media of Mass Communication
1.4.1Newspaper1.4.2 Magazine1.4.3 Books1.4.4 Radio1.4.5Television 1.4 .6 Films 1.4.7 Computer 
1.5 Importance & Need of Mass Communication
1.5.1Functions of Mass Communication 1.5.2 Importance of Mass Communication
1.6 Summary1.7 Exercises and Questions1.8 Further Reading
1.0UNIT OBJECTIVES
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To understand the meaning of Mass Communication
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To discuss the elements involved in Mass Communication
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To study the importance of Mass Communication
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To study the features of different media of Mass Communication
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To know the need for Mass communication
1.1INTRODUCTION
Mass Communication involves communication with the mass audiences and hencethe name
Mass Communication
. When we are thinking, it is intra-personalcommunication, when there is face-to-face conversation between two people it isinterpersonal communication, college lecture or speech would be an example of group communication, but there is another level of communication when we readnewspapers, magazines, listen to Radio or watch TV. This would be called ‘Masscommunication’ as the message is reached to the masses through different media.
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