Course

Unit I

Introduction to Mass Media Theories

Overview of key concepts and historical developments in mass media studies – Theoretical paradigms: functionalism, Marxism, critical theory, etc. – Critical analysis of media effects theories and research methodologies

Unit II

Media Institutions and Power Structures

Exploration of media ownership, regulation, and control – Examination of media convergence and its impact on industry dynamics – Case studies on the role of media conglomerates and their influence on content production and distribution

Unit III

Media Audiences and Reception

Theoretical perspectives on audience behaviour and reception studies – Analysis of media consumption patterns across different demographics – Exploration of media literacy and its implications for audience interpretation

Unit IV

Representation and Ideology in Media

Critical examination of media representations of race, gender, class, and sexuality – Debates surrounding cultural hegemony, ideology, and discursive formations- Case studies on media framing and agenda- setting in shaping public discourse

Unit V

Globalization and New Media Landscapes

Understanding the impact of globalization on media flows and cultural exchange- Exploration of digital media technologies and their transformative effects on communication – Examination of social media platforms and their role in shaping contemporary media ecosystems

Objective:

The objective of the course “Mass Media Theories and Framework” is to provide undergraduate students with a comprehensive understanding of the theoretical foundations and analytical frameworks essential for critically examining mass media in contemporary society. By the end of the course, students will develop a deep understanding of key concepts, paradigms, and historical developments in mass media studies, enabling them to critically analyze the role of mass media in shaping public opinion, cultural norms, and societal discourse. They will apply theoretical frameworks to analyze and interpret various media phenomena and communication practices, evaluate the social, political, and economic implications of mass media theories and practices on individuals and society, and enhance their critical thinking skills to assess the ethical dimensions of media production, distribution, and consumption. Through readings, discussions, case studies, and research projects, students will gain the necessary knowledge and skills to navigate the dynamic landscape of mass media and become informed and discerning consumers and producers of media content.

Course Outcome (CO):

By the end of this course, students will be able to:

• CO1 Understand the foundational theories and frameworks that underpin mass media
• CO2 Analyse and critique the role of mass media in shaping public opinion and cultural
• CO3 Apply theoretical concepts to contemporary media phenomena and
• CO4 Evaluate the social, political, and economic implications of mass media theories and
• CO5 Demonstrate proficiency in synthesizing and presenting complex media theories and
• CO6 Develop critical thinking skills to assess the ethical dimensions of media production, distribution, and consumption.

CO-PO Mapping:

Suggested References:

1. “Media and Society: A Critical Perspective” by Michael O’Shaughnessy and Jane Stadler
2. “Mass Communication Theory: Foundations, Ferment, and Future” by Stanley Baran and Dennis K. Davis
3. “Understanding Media: The Extensions of Man” by Marshall McLuhan
4. “Media and Cultural Studies: Keyworks” edited by Meenakshi Gigi Durham and Douglas Kellner
5. “Manufacturing Consent: The Political Economy of the Mass Media” by Edward Herman and Noam Chomsky
6. “Cultural Studies: Theory and Practice” by Chris Barker
7. “The Media and Modernity: A Social Theory of the Media” by John B. Thompson
8. “Media/Society: Industries, Images, and Audiences” by David Croteau and William Hoynes
9. “Media, Gender and Identity: An Introduction” by David Gauntlett
10. “Media Ethics: Issues and Cases” by Philip Patterson and Lee Wilkins