Assignment by: Divya Sathyanarayanan Roll Number: 12 Course: Radio and Television Journalism Paradigms in Communication Paradigm refers

to a model or set of perspectives related to a theory. It constitutes of the questions to be asked and the methods to discover the answers to these questions. Since human communication and interaction is a multifaceted phenomenon, communication researchers use theoretical perspectives to help them find the proper answer to their specific query. Communication and social effects of mass media can be categorized into the following paradigms: Dominant Paradigm or Powerful Effects Paradigm Also known as the magic bullet theory or the hypodermic needle theory, this paradigm asserted that the media acted strongly and predictably on audiences in the way a bullet or hypodermic needle would. It said that media messages cause people to think and act in certain predictable ways. It also asserted that people in a mass audience are affected similarly and that communication produces identical results that can be easily recognized. Two scholars associated with this paradigm are Walter Lipmann and Harold Lasswell. Walter Lipmann believed that people see a world shaped primarily by the media. Harold Lasswell believed that communication involves who says what, in which channel, to whom and with what effect. Minimalist Paradigm or Limited Effects Paradigm Research revealed that the media is not powerful and the voting behavior of people was less directly or immediately influenced by the media. The minimalist paradigm highlighted the gaps in media effects. Two scholars associated with this paradigm are Carl Hovland of Yale University and Paul Lazarsfeld, a researcher. Research by Carl Hovland found that audiences generally do not act in unison and that the media often fail to change peoples minds. Paul Lazarsfeld devised the two step flow of communication theory. According to this theory, media affects the opinion leaders first, who in turn influence the masses i.e. opinion followers. Hence the media have little direct influence, but are indirectly very influential.