Human Communication & Cybernetics Effect Theories-I MCOM-6207

This course aims to equip the students with identification and understanding of different phases of development of mass communication theories in the historical context. It also aims to focus on cybernetics and human communication in order to increase students’ understanding regarding different communication phenomenon in the contemporary era.  The major objectives of the course are to provide a basis to understand several key communication theories and different intellectual foundations in the field of mass communication and to develop an understanding of evaluating the utility of theory by applying specific criteria and standards.

This course is taught to MA-II (Reg), MA-II (SS).

UNIVERSITY OF SARGODHA

DEPARTMENT OF COMMUNICATION STUDIES

COURSE OUTLINE                                                                                                SPRING 2020

 

Course Human Communication & Cybernetics Effect Theories-I

Course Code: MCOM 6207

Credit Hours: 03

 

Instructor: Zunaira Bashir

Email: [email protected]

                                                Description and Objectives                                                  

This course aims to equip the students with identification and understanding of different phases of development of mass communication theories in the historical context. It also aims to focus on cybernetics and human communication in order to increase students’ understanding regarding different communication phenomenon in the contemporary era.  The major objectives of the course are to provide a basis to understand several key communication theories and different intellectual foundations in the field of mass communication and to develop an understanding of evaluating the utility of theory by applying specific criteria and standards.

RECOMMENDED BOOKS

1.      Eid, M. & Dakroury, A. (2012). Basics in Communication and Media Studies. NY: Pearson Inc.

2.      Mcquail, D. (2010). Mcquail’s Mass Communication Theory (6th Edition). London: SAGE Publications Ltd.

3.      Littlejohn, S.W., Foss, L.A., & Oetzel, J. G. (2016). Theories of Human Communication. USA, Illinois:      Waveland Press.

4.      Baran, S.J;  & Davis, D.K. (2014). Mass Communication Theory: Foundations, Ferment, and Future (7th Edition). Boston: Cengage Learning

   TIME TABLE

TIMINGS

DAY                           REGULAR                       SELF-SUPPORT

Wednesday               09:30am to 10:30am        12:30pm to 01:30pm

Thursday                   08:30am to 09:30am         12:30pm to 01:30pm

Friday                        08:30am to 09:30am         12:30pm to 01:30pm

 

                                                                      CONTENTS

 

Week

Topics

1.

Theory: Definitions, types, goals, evaluation criteria

2.

Paradigm: definitions, types, functions

3

  Models: Definitions, types, Models of mass communication

4.

Introduction to communication theory, Four eras of communication theory,

 

5.

Cybernetics and communication theory, Traditions of cybernetics

 

Effect Approaches-I

6.

Powerful Effect Theories: The rise of media theory in the age of Propaganda

7.

Behaviorism, Freudianism, Magic Bullet theory, Lasswell’s propaganda theory,

8.

Modern Propaganda theory, Lipmann’s theory of Public Opinion, Mass Society Theory

 

9.

MID TERM EXAM

 

Effect Approaches-II

10.

Limited Effects Theories: Paradigm shifts, Two-step Flow of Information and Influence

11.

Lazarsfeld Model, Attitude Change theory

12.

Carl Hovland and experimental research

13.

Selective Processes

 

 

Effect Approaches-III

14.

Moderate effect theories 

 

Normative Theories

15.

 Introduction to Normative theories, Authoritarian theory, Libertarian theory

16.

Social Reasonability theory, Soviet Media theory

17,

Development Media theory, Democratic Participant theory

18,

PRESENTATIONS

19.

FINAL EXAMS
 

 

ASSESSMENT CRITERIA

Sectional:        20 marks

                        (Attendance+ Presentation)

Mid:                30 marks

Final exam:      50 marks

 

RULES AND REGULATIONS

 

Following are the rules and regulations that students have to abide by:

  • 80% class attendance is compulsory to sit in final exam.
  • Class timing should be strictly followed.
  • Assignments and presentations must be covered in the given time.
  • Students must come in proper uniform.

Starting/Ending Dates

IMPORTANT DATES

Start Date: March 3, 2020

End Date: June 18, 2020

Presentation: week 17

 

Course Material

Other Courses by zunaira bashir