SCHOOL OF COMMUNICATION

YKT 114 Communication Theory

Semester II, Academic Session 2022/2023

Lecturers
Dr. Mahadevan Krishnan
Contact Information:
email: mahadevan@usm.my
Dr. Rehan Tariq
Contact Information:
email: rehantariq@usm.my
CONSULTATION TIME: Friday,11:30 am-12:30 pm
VENUE / LECTURE TIME: DK A, MONDAY, 9.00-10.50 am
TUTORIAL VENUE/TIME: DTP Lab (C10), Wednesday, 1.00-5.00 pm
Synopsis

Various social theories that are relevant to communication and communication theories
will be discussed and analysed within the contexts of contemporary society.

Course Objectives

This course aims to recognize social theories, understand various communication theories
including human relations, organizations, media and society.

Learning Outcomes

At the end of this course, students will be able to:

1. Explain communication theories at both micro and macro levels.
2. Demonstrate the abilities to apply communication theories in the discussion of mass
media and societies.
3. Explain communication issues by applying communication theories.

Course Evaluation

In general, this course is 100% coursework.

Methods of assessment:
 One (1) Essay: 30% (CLO2)
 One (1) Presentation: 30% (CLO3)
 Final exam: 40% (CLO1)

References

Main:
Griffin, E. (2019). A First Look at Communication Theory (10th ed.), New York: McGraw
Hill.
West, R.L. Turner, L. (2017). Introducing Communication Theory: Analysis and Application.
6th ed. Boston: McGraw-Hill.
Infante, D., Rancer, A.S., AVTGIS, T., MacGeorge, E.L. (2016). Contemporary
Communication Theory. 2nd ed. Dubuque: Kendall Hunt.

Supplementary:
Littlejohn, S.W. Foss, K.A. (2016). Theories of Human Communication. 11th ed. Long
Grove, Ill: Waveland.
Baran, S. J. & Davis, D. K. (2015). Mass Communication Theory: Foundations, Ferment
and Future (7th ed.), Standford, CT: Cengage Learning.

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 Week Topic
W1: Introduction to Course
W2: Historical Development of Theories:
1. Definition and Concept of Theories
2. Paradigm Shifts of Theories
3. Theoretical Approaches and Contexts
W3: Theory and Research:
1. Origins of Communication Theories
2. Traditions in Communication Theory
3. Communication Theory Propositions
W4: Information Theory:
1. Basic Terminologies
2. Communication Models
W5: Source Theories (How the media influence public opinion):
1. Agenda Setting
2. Media Dependency Theory
3. Framing Analysis
W6: Message Theory - Theories of Message Production:
1. Constructivist Theory
2. Two Step Flow Theory
3. Diffusion of Innovations
W7: Message Theory - Theories of Message Processing:
1. Cognitive Dissonance Theory
2. Elaboration Likelihood Model
3. Social Judgment Theory
W8: MID SEMESTER BREAK
W9: Channel Theories:
1. Gatekeeping
2. Social Shaping of Technology
W10: Audience and Media Effects Theories:
1. Hypodermic/Magic Bullet vs. Limited Effects
2. Cultivation Theory
3. Social Learning Theory
W11: Audience and Media Effects Theories:
1. Uses and Gratifications Theory
2. Reception Theory
3. Spiral of Silence Theory
W12: Theories of Human Communication: Interpersonal Communication Theories and Concepts
1. Social Penetration Theory:
2. Self-Disclosure Theory
3. Uncertainty Reduction Theory
W13: Theories of Human Communication:
1. Public Communication Theory (Aristotle's Rhetoric Theory)
2. Group and Organizational Theories (Structuration Theory, and Organizational Culture
Theory)
W14: Theories of Human Communication-Culture and Diversity:
1. Face Negotiation Theory
2. Muted Groups Theory
3. Genderlect Styles
4. Feminist Standpoint Theory
W15: Course Summary

Tutorial structure

Week Content
3-13 Presentation- CLO3
To explain communication issues by applying communication theories.

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 Activities And Assignments
This course is divided into two parts and is conducted by two lecturers. The activities and
assignments are divided into the following:

PART 1

Week 12: Submission of essay on Friday, 16 June 2023 by 5.00pm (30%)

Instruction- Kindly check the instruction

Assignment theme: Ensuring a sustainable and conducive living environment for the
world’s bottom billions at present and in the future.

With reference to the United Nations Sustainable Development Goals (UNSDG); discuss,
elaborate and propose a framework that will facilitate conducive change in terms of the
cognitive (awareness), affective (attitude), willingness to behave/change, adopting new
behaviour and the sustenance of behaviour aspects among an identified target audience
pertaining to any ONE or more of the UNSDG in relations to any ONE pressing issue. For
example, pursuing the reduction of plastic usage due to its adverse effect on human, flora
and the fauna at large. The discussion should encompass the case/issue, challenges faced
and foreseen, the proposed solutions while incorporating the relevant theories, models and
frameworks that would facilitate the desired outcome, in line with the concerns raised
within the UNSDG, with an inclusion of the media within such initiative.

Number of members: 4
Target audience: Macro public (Global, regional, national decision makers/authorities etc.),
micro public (communities, society, local governments) or both.
Rationale: Facilitate policy, cognitive, attitude and behavioural change with regards to an
issue faced among the target audience.
Length of article: 20-25 pages.
Font: Calibri 11, Double spaced.

Marking criteria:
i. Depth of case/issue, challenges faced and foreseen (20%)
ii. Proposed solution(s) (20%)
iii. Incorporation of theories, models and frameworks (20%)
iv. Media inclusion within the initiative (20%)
v. Coherence, vocabulary, grammar and reference (20%)

Submission format for all the assignments are as follows:

Microsoft Word soft copy to be uploaded to E-Learning by any ONE group member.

YKT 106 Writing for the English Media

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 United Nations
Sustainable
Issue Development
Goals

Communication
Theories

Micro Macro

Individual Global/Regional/
Family National
Community
Local Society

Note: To focus on generations Y & Z’s awareness, changing attitude,

developing willingness, and adopting new behavior inclusive of sustaining
behavior.

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PART 2

Weekly Presentation Beginning Week 3: Submission of Presentation on Friday, 16 June

2023 by 5.00pm (20%).

Instruction- Kindly check the instruction

Based on any ONE element identified in the PESTEL (Political, Economic, Sociological,
Technological, Legal and Environmental) with reference to a particular case/issue, identify
the potential, existing and foreseen issues from both the sender’s and receiver’s
perspectives. Analyse the situation, the communication issues while proposing suitable
theories that would apply be suitable to meet desired results. You may relate the issue
discussed to the UNSDGs. Readings will be uploaded to E-Learning.

Example:
i. Political- Influencing the society to opt for a transparent government.
ii. Economic- Transforming a class of society towards a higher income society.
iii. Social- Influencing the rural society to accept and adopt education in the bid
towards eradicating poverty and illiteracy.

Number of members: 4
Target audience: Macro public (Global, regional, national decision makers/authorities etc.),
micro public (communities, society, local governments) or both.
Rationale: Facilitate policy, cognitive, attitude and behavioural change with regards to an
issue faced among the target audience.
Length of presentation: 12-15 slides.

Marking criteria:
i. Depth of case/issue (20%)
ii. Challenges faced and foreseen (20%)
iii. Theories, models, concepts proposed (20%)
iv. Evaluation/justification of theories proposed (20%)
v. Initiative (10%)
vi. Coherence, vocabulary and grammar (10%)

Submission format for all the assignments are as follows:

Microsoft PowerPoint, Canva soft copy uploaded to E-Learning by any ONE group member.
Presentation format- Microsoft PowerPoint, Canva etc.

To abide:
 Group members should comprise a variety of ethnicity and gender.
 Students must produce original assignments and projects. Assignments and projects
that are plagiarised will be given an F (fail) or 0 (zero).

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 PUSAT PENGAJIAN KOMUNIKASI
SCHOOL OF COMMUNICATION

YKT 114 COMMUNICATIONS THEORY

ESSAY (30%)

Dr. Mahadevan Krishnan

Dr. Rehan Tariq

NAME IN ALPHABETICAL ORDER (MATRIX NO.):

1.
2.
3.
4.
5.

Marking criteria

Depth of case/issue, challenges faced and foreseen (20%) /20

Proposed solution(s) (20%) /20
Incorporation of theories, models and frameworks (20%) /20
Media inclusion within the initiative (20%) /20
Coherence, vocabulary, grammar and reference (20%) /20
TOTAL/100 /100
TOTAL/30

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Essay Rubric- To be inserted after the title leaf

Scope Marks 0-4 (Weak) 5-7 (Moderate) 8-10 (Good) Total

Depth of 20 Lack clarity and/or Clear with the Clear and adequate x2
case/issue, weak discussion. relevant points discussion.
challenges faced however inadequate.
and foreseen

Proposed 20 Solutions are Solutions are clear, Solutions are clear x2

solution(s) vague, less relevant, fits the with adequate
relevant/do not fit context however discussion.
the context of the vague/incomplete.
task.

Incorporation of 20 Vague/unclear/ Clear incorporation of Clear incorporation x2

theories, models irrelevant theories / models/ of theories/models/
and frameworks incorporation of frameworks however frame—works and
theories/models presenting an with adequate
and frameworks inadequate discussion.
discussion.

Media inclusion 20 Vague/unclear/ Reasonable/ A well-founded x2

within the irrelevant media appropriate discussion on media
initiative inclusion. discussion on media inclusion.
inclusion.

Coherence, 20 Coherence, Coherence, Coherence, x2

vocabulary, vocabulary, vocabulary, grammar vocabulary,
grammar and grammar and and reference are grammar and
reference reference are reasonable. reference are
unsatisfactory. complete.

TOTAL
Note- Ensure appropriate language is employed in academic writing.

YKT 106 Writing for the English Media

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 PUSAT PENGAJIAN KOMUNIKASI
SCHOOL OF COMMUNICATION

YKT 114 COMMUNICATION THEORY

PRESENTATION (30%)

Dr. Mahadevan Krishnan

Dr. Rehan Tariq

NAME IN ALPHABETICAL ORDER (MATRIX NO.):

1.
2.
3.
4.
5.

Marking criteria

Depth of case/issue /20

Challenges faced and foreseen /20
Theories, models, concepts proposed /20
Evaluation/justification of theories proposed /20
Initiative /10
Coherence, vocabulary, grammar and reference /10
TOTAL/100 /100
TOTAL/30

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Presentation Rubric- To be inserted after the title leaf

Scope Marks 0-4 (Weak) 5-7 (Moderate) 8-10 (Good) Total

Depth of 20 Lack clarity Clear with the Clear and x2

case/issue and/or weak relevant points adequate
discussion. however discussion.
inadequate.

Challenges 20 Unclear/vague Relevant description Clear and strong x2

faced and description of of challenges faced/ description of
foreseen challenges faced/ foreseen however, challenges faced
foreseen. the discussion is and foreseen and
inadequate. adequate
discussion.

Theories, 20 Vague/unclear/ Incorporation of Clear x2

models, irrelevant theories, models incorporation of
concepts incorporation of and frameworks is theories, models
proposed theories, models clear; however, the and frameworks
and frameworks discussion is with adequate
inadequate. discussion.

Evaluation/ 20 Vague/unclear/ Evaluation/ Clear evaluation/ x2

justification of irrelevant justification of justification of
theories evaluation/ theories is clear; theories with
proposed justification of however, the adequate
theories discussion is discussion.
proposed. inadequate.

Initiative 10 Low degree of Reasonable Good initiative

initiative Initiative displayed displayed with
displayed with with reference to reference to the
reference to the the preparation of preparation of the
preparation of the presentation. presentation.
the presentation.

Coherence, 10 Coherence, Coherence, Coherence,

vocabulary, vocabulary, vocabulary, vocabulary,
grammar and grammar and grammar and grammar and
reference reference are reference are reference are
unsatisfactory, reasonable. complete.

TOTAL
Note- Ensure appropriate language is employed in academic writing.

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Individual Evaluation Form

Name of group member being evaluated: _____________________________________________

Name of Reliablility Initiative Contribution Cooperation Accountability TOTAL

evaluating members (Kebolehpercayaan) (Inisiatif) (Sumbangan) (Kerjasama) (Bertanggungjawab) RICCA
score

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1 2 3 1 2 3 1 2 3 1 2 3 1 2 3

1 2 3 1 2 3 1 2 3 1 2 3 1 2 3

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