Programme Name: M.Sc. Mass Communication
Unit#1
Concept and Process of Communication
Definition and Scope
Purpose of Communication
Communication process
Elements of Communication
Types of Communication, Hurdles to Communication, 7. Effective Communication
Unit#2
Theories of Communication
1. Theory of Consistency and Selective perception
2. Theory of Cognitive Dissonance Cultivation Theory
Osgood’s Congruity Theory. The Authoritarian Theory
The Libertarian Theory. Social Responsibility Theory
The Communist Theory. Hypodermic Needle Theory
Unit#3
Models of Communication
1. Functions of Communication Models
2. News Diffusion: The Curve Model
3. The Lasswell Model of Combination
4. Shannon and Weaver Model of Communication
5. Defleur’s Model of Communication 6. The Osgood and Schramm Circular Model 7.Dance’s Helical Model. 8. The Hub Model of mass communication 9. Katz and Lazarsfeld Two Step Flow Model of Mass Media and personal Influence
Unit#4
Strategies of Communication
1. Uses and Gratification Approach
2. The Strategy of Agenda Setting
3. The Gatekeeping Techniques. Media Hegemony
Spiral of Silence Theory
Diffusion of Innovation 8. Effects of Mass Media on Society
Unit#5
Media of Communication
1. Space Organized Media. Books. Newspapers and Magazines
2. Time Organized Media. Radio, T.V, Film
3. Space and Time Organized Media
Unit#6
Folk and Traditional Media
1. Folk Media and Its Salient Features
2. Folk Music, Folk Saying and Riddles
3. Poppetry and Street Teater.
4. Characteristics of Group Media
5. Traditional Approaches in Communication
Unit#7
Media Audience
What is Media Audience
Categories of Audience
Criteria for Effective Feedback. Receiving Feedback Criteria
Characteristics of Feedback. Message and Channels
Collecting and Expressing Data
Unit#8
Mass media feedback system
1. What is Feedback 2. Forms of Feedback
3. Criteria for Effective Feedback. 4. Receiving Feedback Criteria
5. Characteristics of Feedback.
6. Message and Channels
7. Collecting and Expressing Data
Unit#9
Communication Technologies
1. Communication Through Computer Network.
2. Communication Satellite
3. Interactive C.T.V System. 4. Facsimile Services 5. Cable Television
6. Teleconferencing. 7. Teletext. 8. Video Text. 9. Micro Waves Technologies
10. Effects of Communication Technology
Unit#10
Intercultural Communication
1. Culture 2. Communication 3. Interaction of Different Cultures
4. Intercultural Communication. 5. Distinctions Among Cultures
6. Means of Intercultural Communication.
7. Obstacles to Intercultural Understanding
8. Barriers to Intercultural Understanding.
Unit#11
Communication; Trends and Challenges
1. Distortion of Contents
2. External Influence
3. Shared Responsibilities
4. Freedom of Communication
5. Barriers to Freedom
Unit#12
Prospects and Challenges of International Communication
1. Concept of International Communication
2. Free Flow of Information
3. New World Information Order
4. UNESCO Debate on the Issue. 5. Concerns of the Third World
6. MacBride Commission 7. Challenges to New World Information Order
Unit#13
Psychological Warfare
1. Concept of Psychological Warfare
2. Historical Perspectives of Psychological Warfare
3. Role of Mass Media in Psychological Warfare
4. Tools of Psychological Warfare
(a) Propaganda (b) Rumors (c) Public Opinion (d) Publicity (e) Disinformation
Unit#14
Introduction To Communication Research
1. Definition of Research
2. Importance of Research
3. Needs of Research
4. Methods of Research