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 basic 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. 

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. Define Paradigm, Three Major Paradigms
2.  Theory,  Theory Evaluation Criteria, Approaches of theory building
3.  Model, its various kinds

       4. Normative theories:Authoritarian Theory,  Libertarian theory, Social responsibility theory,Soviet Media Theory. Development media theory,Democratic participanttheory

       5. Direct effect paradigm , Magic Bullet TheoryLasswell propaganda Model

       6.Lipman’s theory of public opinion

       7.Limited effect paradigm, Key generalizations,  Two step flow of information,  Selective process

       8. Klapper’s  phenoministic theory

        9.Diffusion of innovation theory

       10.Propaganda Model

       11.Functional analysis

Class Days and Timings:

BS Hons (Regular) 

Monday 11:00am to 12:30pm

Tuesday 11:00 am to 12:30pm

BS Hons (Self Support)

Monday 2:00pm to 3:30pm

Tuesday 2:00 to 3:30pm

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.