Course

Unit 1

Basic Concepts of Communication

Communication concept elements and process – Defining meaning and scope of communication – Types of communication – Barriers to communication – Function of communication

Unit 2

Models of Mass Communication

Models of Mass Communication Models of Mass Communication – Aristotles model – Lasswells model – Shannon and Weaver model – Osgoods model

Unit 3

Theories of Communication

Theories of Communication – Dependency Theory, Cultivation Theory, Agenda Setting Theory, Uses and Gratifications Theory, Hypodermic Needle Theory, Limited Effects Theory

Unit 4

Media Theories

Media Theories Normative and Four Theories of the Press – Interactive Theory: One-step flow – Two-step flow (Opinion Leaders) – Multi-step flow

Unit 5

Application of Communication Theories

Relevance of communication theories to practice Persuasion, Perception, Diffusion of Innovations, Social Learning, Participatory Communication

Course Objective: 

To provide students with a comprehensive understanding of communication concepts, models, theories, and their practical applications, enabling them to analyze and apply communication strategies effectively in various contexts. 

Course Outcomes (COs): 

After completing the course, learners should be able to: 

1. Identify and articulate the key components and overall process involved in communication. 
2. Critically evaluate communication models and understand their relevance in modern communication. 
3. Investigate and evaluate various communication theories to understand their implications and applications. 
4. Comprehend and distinguish between different media theories and their unique characteristics 
5. Apply communication theories to practical scenarios, illustrating their use in various real world contexts.

CO – PO Mapping:

1. Kumar, K. J. (2010). Mass Communication in India (4th ed.). Jaico Publishing House.
2. Hasan, S. (2013). Mass Communication: Principles and Concepts (2nd ed.). CBS Publishers & Distributors Pvt Ltd. 
3. DeFleur, M. L., & Ball-Rokeach, S. (1989). Theories of Mass Communication (5th ed.). Longman. 
4. Severin, W. J., & Tankard, J. W. Jr. (2000). Communication Theories: Origins, Methods, and Uses in the Mass Media (5th ed.). Addison Wesley Longman. 
5. McLuhan, M. (1994). Understanding Media: The Extensions of Man (Critical Edition). MIT Press.