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
8. 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.