Introduction to Mass Communication

Introduction to Mass Communication BS-II (Reg/SS) (STAT-5111)

Course Title:   Introduction to Mass Communication              Spring 2020

Course Code: STAT-5111                                                       Credit Hours: 3

Instructor: Sadia Awan                             Email: [email protected]

COURSE DESCRIPTION

This course is an examination of the effect and impact of mass media on contemporary life and society. The course covers both the historical evolution of media as well as contemporary developments and issues. Areas of coverage include, newspapers and journalism, magazine and book publishing, radio and television broadcasting, motion pictures, music recording, Internet and social media, cable and satellite communication, advertising and public relations; media law and ethics. Course work will include weekly chapter readings from the course text, quizzes, and regular participation in on-line discussionforums which will require writing and reflection.

Course Outcomes:

  • To develop student's understanding of the fundamental types, purposes, and relevance of mass communication.
  •  Demonstrate understanding of mass media in historic, economic, political, and cultural realms.
  • To increase student's understanding of evolving media technologies and relevant issues and trends.
  • Demonstrate understanding of media effects on society.
  • To develop students’ understanding of the relationships among communication, mass communication, culture, and those who live in the culture.
  • To recognize trends in mass media, especially concentration of ownership and conglomeration, globalization, audience fragmentation, public relations, hyper---commercialism,convergence, and the move toward digital distribution of mass media product.

Course Contents:

  • Fundamentals of Communications
  • Understanding the Concept of Communication and Mass Communication     
  •  Nature and Characteristics of Communication       
  • Elements of the Communication Process     
  • Models of Communication 
  • Functions of Mass Communication
  • Forms of Communication
  • Verbal Communication 
  • Non-Verbal Communication 
  • Intra and Interpersonal Communication
  • Group and Public Communication
  • Cross Culture/International Communication
  • Media of Communication, types
  • Print Media: Books, Newspaper, Magazine, Book Publishing
  • Broadcast Media: Television and Radio 
  • Narrowcast media: Film and Cinema, Cable Television. 
  • Online Media: Online Newspapers and Magazines, Internet Radio etc
  • Adjunct/Impact of the Mass Media
  • Concept, Development and Functions of Public Relations
  • Concept, Development and Functions of Advertising
  • Effects of the Mass Media on the Society
  • Media Effects Theories

READINGS

  • Baran, Stanley J. Introduction to Mass Communication: Media Literacy and Culture. Boston: McGraw Hill, 2002. Print.
  • Pavlik, John; McIntosh, Shawn (2017). Converging Media; A New Introduction to Mass Communication. New York: Oxford University Press.
  • Hartley, J.: "Mass communication", in O'Sullivan; Fiske (eds): Key Concepts in Communication and Cultural Studies (Routledge, 1997).

COURSE SCHEDULE

Sr. No

Topics and Readings

Weeks

1

What is Communication, Introduction, Meaning, Importance, types, Elements, Characteristics of Communication

Week 1

2

Classification on the basis of methods, Verbal and Non Verbal, Advantages and Disadvantages, Classifications on the basis of Levels and methods

Week 2

3

Definitions of Mass, Mass media, Components of Mass, Mass Communication Process And Characteristics

Week 3

4

Communication Barriers, How to Overcome, Define Models, Characteristics, Aristotle Model of Communication and Lasswell Model of Communiation

Week 4

5

Osgood Model of Communication, David Berlo's Model of Communication

Week 5

6

Shannon and Weaver Model of Communication, Components Explanation, Dance;s Helical Model and HUB Model of Mass Communication

Week 6

7

Functions of Mass Media, Information, Education, Entertainment, Persuation

Week 7

8

Types of Mass Media, Print, Electronic and New Media (Overview)

Week 8

9

MID TERM EXAMINATION

Week 9

10

Print Media, Emergence of Print Media Around the World, Newspaper, Characteristics, Functions

Week 10

11

Characteristics, Content and Types of Newspapers, Magazines, Development and it's Characteristics, Role of Scope of Magazines, Types and Contents of Magazines

Week 11

12

Books (Introduction), Books, Background, Characteristics, Scope and it’s Types, Effects of Print media on Society

Week 12

13

Broadcast Media, Electronic Media (Background), Radio, Background and Development, Types of Programs, Radio Structure, It's impacts on Society

Week 13

14

Television, it's background and Developments, TV organization structure, Programs types, Impact of society, New Media, Background, types and impacts on society

Week 14

15

Public Relations, Introduction, Importance in modern world, Advertising and Media, Impacts

Week 15

16

Globalization of Media, Mass Media in Present Age, Criticism on Media

Week 16

17

Presentations

Week 17

18

Final Term Examination

Week 18

ASSESSMENT CRITERIA

Sessional:

Presentation: 10

Attendance: 5

Assignment: 5 

Mid-Term: 30

Final exam: 50

RULES AND REGULATIONS

 80 % class attendance is a must.

 Assignments would not be accepted after the due date.

 Originality of work would be ensured in case of assignments.

 In group presentations, group members have to divide the sub-topics in consultation

            with the teacher.

Course Material

Other Courses by Sadia Awan