COMS307 - Communication Theories-II

OBJECTIVES

The course is aimed at providing an overview of thinking about the phenomenon of communication and media. It will enable the students to have an insight into the major concepts and effects of mass media on individuals and society through the study and understanding of important communication theories. Through this course, the students would be able to understand the philosophy of communication both in term of traditional old media as well as new interactive media. After the completion of this course, the students would be able to understand communication phenomenon and media realities in a better manner. It will help them adopt different media theories in designing communication campaigns and projects.

LEARNING OUTCOMES

1. To develop an understanding of theories of communication and their basic concepts.

2. To relate various concepts and themes of a range of theories.

3. To apply theories in the real world scenario and work on its various dimensions

READINGS

1. Bryant, J.E; Zillman, D. (1993). Media Effects. Advances in theory and Research. Lawrence Erlbaum Associates, London.

2. McQuail , M. (2005). McQuail's Mass Communication Theory. Sage: London.

3. Nawaz, M. (2002). Mass Communication Theory. HEC, Islamabad.

4. Baran, S.J; Davis, D.K. (2012). Mass Communication Theory: Foundations, Ferment, and Future. Wadsworth, USA

CONTENTS

1. Uses and Gratification Theory

2. Agenda Setting Theory

3. Cultivation Theory

4. Diffusion of Innovation Theory

5. Knowledge Gap Theory

6. Social Learning Theory

7. Media Effects

8. Gatekeeping Theory

9. Propaganda Model

10. Social Cognitive Theory

11. Rhetoric Model of Persuasion

12. Elaboration Likelihood Model

13. Table of Theories

14. Categorization of Theories

15. Theories Task 1

16. Theories Task 2

SCHEDULE

Week	Topics and Readings	Dates
1.	Uses and Gratification Theory	Jan 13 to 19
2.	Agenda Setting Function of Mass Media, Framing	Jan 20 to 24
3.	Cultivation Hypothesis, Perception of Audience	Jan 27 to 31
4.	Diffusion of Innovations, Adaptors' Categories, Stages	Feb 3 to 7
5.	Knowledge Gap Theory, Its application in the age of internet	Feb 10 to 14
6.	Social Learning Theory	Feb 17 to 21
7.	Introduction to media effects, Media Effect Theories	Feb 24 to 28
8.	Gatekeeping theory	Mar 2 to 7
	Mid Term Examinations	Mar 9 to 13
9.	Propaganda Model	Mar 16 to 20
10.	Social Cognitive theory	Mar 23 to 27
11.	Rhetoric Model of Persuasion	Mar 30 to Apr 3
12.	Elaboration Likelihood Model	Apr 6 to 10
13.	Table of Theories	Apr 13 to17
14.	Categorization of Theories	Apr 20 to 24
15.	Task 1	Apr 27 to May 1
16.	Task 2	May 4 to May 9
	Final Term Examination	May 12 to May 17