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MCN 131 COMMUNICATION AND MEDIA THEORIES

60Hrs

Objectives • To help students have theoretical understanding of Communication and media theories to aid communication related research • To expose students to traditional and contemporary theories of communication Module I 10 Hrs Defining meaning and scope of communication – Processes and functions of communication – Types of communication : Intra-personal, interpersonal and groups communication – Media, public and mass communication and its types – Non-verbal communication - Nature of communication - symbolic, social, individual processes. Module II 15 Hrs Models of communication – HUB model – Models of Aristotle and Shannon and Weaver- David Berlo – Harold Lasswel – Charles Osgood – Wilber Schranm – Defleur – Gerbener – Newcomb – Models of media systems – Structure and functions of mass media – The media Systems paradigm – Mass media and the critical consumer – Typology of audiences. Module III 15 Hrs Technological 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 - New media and rise of information society- New media and new theories - Variables for evaluating the effectiveness of communication. Module IV 20 Hrs Audience 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 communication theory - 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 Sage Publication, 2004 3. 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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Stanly S Baran and Dennis K. Davis.. Mass Communication Theory: Foundations Ferment and Future, Singapore Thomson Wads Worth, 1999 9. Caporaso, J, and Levine D.. Theories of Political Economy, Cambridge University Press Cambridge, 1992.