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Introduction and Communication Mass Media

The document outlines the course structure for 'Introduction to Communication and Mass Media' for MA students, detailing objectives, outcomes, and modules covering communication principles, models, mass media effects, and types of media. It includes a model question paper with sections for detailed and short answer questions. The course aims to equip students with knowledge and analytical skills related to communication and media in India.

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Suprit Kumar
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47 views4 pages

Introduction and Communication Mass Media

The document outlines the course structure for 'Introduction to Communication and Mass Media' for MA students, detailing objectives, outcomes, and modules covering communication principles, models, mass media effects, and types of media. It includes a model question paper with sections for detailed and short answer questions. The course aims to equip students with knowledge and analytical skills related to communication and media in India.

Uploaded by

Suprit Kumar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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CBCS – 2020 Sem I – Introduction To Communication And Mass Media

SEMESTER – I
INTRODUCTION TO COMMUNICATION AND MASS MEDIA

THEORY

Program: MA Max. Hours: 60


Course Code: P20/ MCJ/DSC/101 Hours per week: 4
Course Type: DSC Max. Marks: 100
No. of Credits: 4

Course Objective:

 This course provides a broad understanding of the principles & theories of Mass
Communication

Course Outcomes:

CO1: Students will acquire knowledge on Communication.


CO2: Students will demonstrate the ability to communicate effectively in actuality.
CO3: Students will be able to analyze communication in the light of various
communication models.
CO4: Students will be able to analyze media content in the light of communication
models and media theories.
CO5: Students will be able to critically analyze in present scenario the significance of
the mass media.
CO6: Students will be able to analyze the relationship between media and its audiences.
CO7: Students will acquire knowledge on the history of the mass media in India.
CO8: Students will be able to comment on the present-day scenario of the mass media
in India.

___________________________________________________________________________
Department of mass communication, St. Francis college for women, Hyderabad-16
CBCS – 2020 Sem I – Introduction To Communication And Mass Media

MODULE – I: INTRODUCTION TO COMMUNICATION: (15Hrs)


Nature process and elements of Communication Function of and barriers to Communication,
7 Cs and principles for effective Communication. Typology of Communication –
intrapersonal, interpersonal, group, mass, interactive communication. Mass Communication
characteristics, concept of gate keeping, propaganda, knowledge gap hypothesis.

MODULE – II: COMMUNICATION MODELS AND COMMUNICATION EFFECTS


THEORIES: (15Hrs)

Lasswell formula, S M C R model. Shannon and weaver, Osgood and Schramm. Dance’s
helical model, spiral of silence, Newcomb’s ABX model. Wesley and McLean Model,
Gerbner’s model. Agenda setting, cultivation, uses and gratification, Rogers’ theory of
Diffusion of innovation. two-step flow hypothesis, multi-step flow of communication. Post-
positivist Theory, Hermeneutic Theory. Normative media theories.

MODULE – III: MASS MEDIA AND AUDIENCES: (15Hrs)

Functions and effects of Mass Media; market driven Media effects, cultural integration and
pollution. Media audiences; Audience interaction, Mass Media, Public opinion and
democracy.

MODULE – IV: TYPES OF MASS MEDIA: (15 Hrs)

An over view of media in India (Major Issues, Landmarks): History of Print Media Broadcast
media. New media, Advertising /PR, Traditional media, New Media technologies – satellite,
cable, digital, internet. Issue of ownership, cross media ownership/media conglomerates.

___________________________________________________________________________
Department of mass communication, St. Francis college for women, Hyderabad-16
CBCS – 2020 Sem I – Introduction To Communication And Mass Media

Text Books:

1. Keval.J.Kumar, Mass Communication In India.

2. Uma Narula – Mass Communication: Theory And Practice. - Har-Anand Publications


Pvt. Limited, 2001
3. Denis McQuail – McQuail’s Mass Communication Theory. - Sage Publications

Reference Books:
1. Dennis McQuail – Audience Analysis. – Sage Publications, 1997
2. Denis McQuail and VenWindall– Communication Models. - Routledge Everett M
Rogers – Communication and Development; A Critical Perspective.
3. Werner Severin J and James W Tankard Jr.– Communication Theories, Origin,
Methods, Uses. - Longman Publications,
4. Denis McQuail and S. VenWindah –Communication models for the study of Mass
Communication. - Longman, Singapore Publications,
5. Melvin L Defluer and Sandra J Ball – Theories of Mass Communication. - Longman
Publications
6. Stanley J Baran and Dennis K Davis – Mass Communication Theory. Cengage
Learning

___________________________________________________________________________
Department of mass communication, St. Francis college for women, Hyderabad-16
CBCS – 2020 Sem I – Introduction To Communication And Mass Media

INTRODUCTION TO COMMUNICATION AND MASS MEDIA

MODEL QUESTION PAPER


THEORY

Course Code: P20/MCJ/DSC/102 Max Marks: 60


Credits : 4 Time : 2 ½ Hrs

SECTION – A

I Answer the following 4 x10 = 40 M

1. Explain the barriers to communication with suitable examples.


OR
2. What is Gate keeping and its significance in today’s media environment?

3. Explain Shannon & Weaver’s communication model.


OR
4. What are the Normative Media Theories and its relevance in today’s world?

5. What are the functions and effects of Mass media in a society?


OR
6.Explain Audience Research, further elaborating on the need for a media house to
understand its audiences

7. Trace out in detail the landmark developments of the print media in India.
OR
8. Explain conglomerates of media, and the impact of cross media ownership on the content
and functions of the media.

SECTION - B

II Answer any FIVE 4 x 5 = 20 M

9. Types of Communication.
10. Propaganda.
11. Lasswell Model.
12. Two-step Flow Hypothesis.
13. Cultural Integration.
14. Public Opinion.

___________________________________________________________________________
Department of mass communication, St. Francis college for women, Hyderabad-16

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