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. Marxism, Political Economy Theory
2. McLuhanism
3. Media Hegemony Theory
4. Uses and Gratification Theory
5. Agenda Setting Theory
6.  Cultivation Theory
7.  Diffusion of Innovation Theory
8. Spiral of silence Theory
9. Knowledge Gap Theory
10. Social Learning Theory
11. Social Cognitive Theory
12. Gatekeeping Theory
13. Media Dependency Theory
14. Chomsky Propaganda Model
15. Cybernetics and communication theory, Traditions of cybernetics
16.  Rhetoric Model of Persuasion
17. Elaboration Likelihood Model
18.  Cultural Imperialism
19. Feminist perspective

Class days and timings:

M.A III Regular

Thursday 8am to 9:30am

Friday 11:00am to 12:30pm

M.A III (Self Support)

Wednesday 2:00pm to 3:30pm

Thursday 2:00pm to 3:30 pm

Schedule

ASSESSMENT CRITERIA

Sessional (attendance + presentations + assignments + participations):          20      

Mid-term exam:                                                                                                  30

Final exam:                                                                                                        50

RULES

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

1. 75% class attendance is compulsory to sit in final exam.
2. Class timing should be strictly followed.
3. Tasks assigned regarding project must be covered in the given time.