ALAGAPPA UNIVERSITY [Accredited with ‘A+’ Grade by NAAC (CGPA:3.64) in the Third Cycle and Graded as Category–I University by MHRD-UGC] (A State University Established by the Government of Tamil Nadu) KARAIKUDI – 630 003 Directorate of Distance Education M.A. (Journalism and Mass Communication) II - Semester 309 21 THEORIES OF COMMUNICATION Authors: Dr Hemant Joshi, Associate Professor, Hindi Journalism, Indian Institute of Mass Communication, Delhi Manjari Joshi, News Reader, Delhi Doordarshan and Freelance Journalist Units (1.0, 1.2-1.3, 4, 5.2, 6.2, 6.3, 10, 12.2) Shilpy Malhotra, Assistant Professor, Department of English, Miranda House, Delhi University Units (2.2, 8.4, 11.3) Dr. Manisha Rathaur, Associate Professor, Dept. of Journalism and Mass Comm. Faculty of Media Studies and Humanities (FMeH), Manav Rachna International Institute of Research and Studies (Deemed to be University), Faridabad Units (2.3, 3, 5.3, 6.2.1, 6.4, 7, 8.2-8.3, 8.4.1, 9, 11.4, 12.3-12.4, 13, 14.2, 14.3, 14.4.1) Vikas® Publishing House: Units (1.1, 1.4, 1.5-1.9, 2.0-2.1, 2.4-2.8, 5.0-5.1, 5.4-5.8, 6.0-6.1, 6.5-6.9, 8.0-8.1, 8.5-8.9, 11.0-11.2, 11.5-11.9, 12.0-12.1, 12.5-12.9, 14.0-14.1, 14.2.1, 14.4, 14.5-14.9) "The copyright shall be vested with Alagappa University" All rights reserved. No part of this publication which is material protected by this copyright notice may be reproduced or transmitted or utilized or stored in any form or by any means now known or hereinafter invented, electronic, digital or mechanical, including photocopying, scanning, recording or by any information storage or retrieval system, without prior written permission from the Alagappa University, Karaikudi, Tamil Nadu. 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Office: 7361, Ravindra Mansion, Ram Nagar, New Delhi 110 055 Website: www.vikaspublishing.com Email: [email protected] Work Order No. AU/DDE/DE1-291/Preparation and Printing of Course Materials/2018 Dated 19.11.2018 Copies - 500 SYLLABI-BOOK MAPPING TABLE Theories of Communication Syllabi Mapping in Book BLOCK I: COMMUNICATION AND COMMUNICATION MODELS Unit 1: Introduction to Communication, Meaning of Communication, Unit 1: Introduction to Importance of Communication, Features of Communication, Scope of Communication Communication (Pages 1-19); Unit 2: Functionalist Marxist, Critical Political Economy, Feministic Unit 2: Perspectives on perspectives Communication Unit 3: White’s Gate – Keeping model, Socialist, Culturalist, (Pages 20-30); Psychoanalytical, Behavioral Theories. Unit 3: Theories of Media Unit 4: Normative Theories: Authoritarian Media Theory, Libertarian Organization and or free press Media theory Media Work (Pages 31-41); Unit 4: Overview of Normative Theories (Pages 42-47) BLOCK II: DIFFERENT TYPES OF COMMUNICATION THEORIES Unit 5: Psychological and Sociological Communication theories: Unit 5: Overview of Cultivation theory, Uses and Gratification theory, Gestalt theory of Normative Theories motivation (Pages 48-57); Unit 6: Cultural dimensions, mass media as cultural industry, Unit 6: Agenda Setting and cultural norms theory, effects theory, Source Theories, Other Theories Connectional background, Agenta setting (Mc Comband Shaw) Merits (Pages 58-65); and demerits. Unit 7: Message and Unit 7: Message theories, Diffusion of Innovation, Propaganda Propaganda Theories theory (Pages 66-76); Unit 8: Channel theories: Gate keeping, Technological determinism, Unit 8: Overview of Social shaping of technology Channel Theories (Pages 77-86) BLOCK III: FUNCTIONS OF COMMUNICATION AND CONCEPT Unit 9: Audience Theories, Social Categories theory, Social Learning Unit 9: Introduction to theory Communication Unit 10: Scope and functions of communication in the society-social (Pages 87-93); aspects in shaping communication behavior. Unit 10: Scope and Functions Unit 11: Media audiences, Public and public opinion, Mass media and of Communication in public opinion, Media in society the Society (Pages 94-100); Unit 11: Media Audiences and Media in Society (Pages 101-116) BLOCK IV: DIFFERENT TYPES OF COMMUNICATION Unit 12: Introduction, Political Communication, Political Unit 12: Media Audiences and Socialization, Communication Politics. Media in Society Unit 13: Introduction, Western and Eastern Perspectives, (Pages 117-124); Differences, Western Theories in the Indian Context Unit 13: Eastern and Western Unit 14: Evolution of Communication, Theories in developing Perspectives on Media countries, Alternative communication, Indian experience, (Pages 125-134); Participatory Unit 14: Evolution of Communication Theories and Alternative Communication in Developing Countries (Pages 135-154) CONTENTS INTRODUCTION BLOCK I: COMMUNICATION AND COMMUNICATION MODELS UNIT 1 INTRODUCTION TO COMMUNICATION 1-19 1.0 Introduction 1.1 Objectives 1.2 Meaning of Communication 1.3 Features and Scope of Communication 1.4 Importance of Communication 1.5 Answers to Check Your Progress Questions 1.6 Summary 1.7 Key Words 1.8 Self Assessment Questions and Exercises 1.9 Further Readings UNIT 2 PERSPECTIVES ON COMMUNICATION 20-30 2.0 Introduction 2.1 Objectives 2.2 Functionalist, Marxist and Critical Political Economy Theory 2.3 Feministic Perspectives in Mass Communication Models 2.4 Answers to Check Your Progress Questions 2.5 Summary 2.6 Key Words 2.7 Self Assessment Questions and Exercises 2.8 Further Readings UNIT 3 THEORIES OF MEDIA ORGANIZATION AND MEDIA WORK 31-41 3.0 Introduction 3.1 Objectives 3.2 Social and Culturalist Theory 3.3 Psychoanalytic Theory of Communication 3.3.1 Behaviourism Theory 3.4 White’s Gatekeeping Model 3.5 Answers to Check Your Progress Questions 3.6 Summary 3.7 Key Words 3.8 Self Assessment Questions and Exercises 3.9 Further Readings UNIT 4 OVERVIEW OF NORMATIVE THEORIES 42-47 4.0 Introduction 4.1 Objectives 4.2 Normative Theories 4.2.1 Authoritarian Media Theory 4.2.2 Free Press or Libertarian Media Theory 4.3 Answers to Check Your Progress Questions 4.4 Summary 4.5 Key Words 4.6 Self Assessment Questions and Exercises 4.7 Further Readings BLOCK I: DIFFERENT TYPES OF COMMUNICATION THEORIES UNIT 5 OVERVIEW OF NORMATIVE THEORIES 48-57 5.0 Introduction 5.1 Objectives 5.2 Cultivation Theory 5.2.1 Uses and Gratification Theory 5.3 Gestalt Theory of Motivation 5.4 Answers to Check Your Progress Questions 5.5 Summary 5.6 Key Words 5.7 Self Assessment Questions and Exercises 5.8 Further Readings UNIT 6 AGENDA SETTING AND OTHER THEORIES 58-65 6.0 Introduction 6.1 Objectives 6.2 Mass Media as Cultural Industry 6.2.1 Cultural Dimensions 6.3 Agenda Setting (Mc Comband Shaw) Theory: Merits and Demerits 6.4 Cultural Norms Theory and Effects Theory 6.5 Answers to Check Your Progress Questions 6.6 Summary 6.7 Key Words 6.8 Self Assessment Questions and Exercises 6.9 Further Readings UNIT 7 MESSAGE AND PROPAGANDA THEORIES 66-76 7.0 Introduction 7.1 Objectives 7.2 Message Theories 7.3 Diffusion of Innovations 7.4 Propaganda Model 7.5 Answers to Check Your Progress Questions 7.6 Summary 7.7 Key Words 7.8 Self Assessment Questions and Exercises 7.9 Further Readings UNIT 8 OVERVIEW OF CHANNEL THEORIES 77-86 8.0 Introduction 8.1 Objectives 8.2 Channel Theories 8.3 Gate Keeping 8.4 Technological Determinism 8.4.1 Social Shaping of Technology 8.5 Answers to Check Your Progress Questions 8.6 Summary 8.7 Key Words 8.8 Self Assessment Questions and Exercises 8.9 Further Readings BLOCK III: FUNCTIONS OF COMMUNICATION AND CONCEPT UNIT 9 INTRODUCTION TO COMMUNICATION 87-93 9.0 Introduction 9.1 Objectives 9.2 Social Categories Theory 9.2.1 Social Learning Theory 9.3 Audience Theories 9.4 Answers to Check Your Progress Questions 9.5 Summary 9.6 Key Words 9.7 Self Assessment Questions and Exercises 9.8 Further Readings UNIT 10 SCOPE AND FUNCTIONS OF COMMUNICATION IN THE SOCIETY 94-100 10.0 Introduction 10.1 Objectives 10.2 Social Aspects in Shaping Communication Behaviour 10.2.1 Individual and Social Need 10.2.2 Development Communication 10.2.3 Culture and Communication 10.3 Answers to Check Your Progress Questions 10.4 Summary 10.5 Key Words 10.6 Self Assessment Questions and Exercises 10.7 Further Readings UNIT 11 MEDIA AUDIENCES AND MEDIA IN SOCIETY 101-116 11.0 Introduction 11.1 Objectives 11.2 Media Audiences 11.2.1 Magazine Audience 11.2.2 Book Audience 11.2.3 Radio Audiences 11.2.4 Motion-Picture Audiences 11.3 Media in Society 11.3.1 The Concept of Mediation 11.3.2 Mediation Metaphors 11.4 Public and Public Opinion 11.4.1 Mass Media and Public Opinion 11.5 Answers to Check Your Progress Questions 11.6 Summary 11.7 Key Words 11.8 Self Assessment Questions and Exercises 11.9 Further Readings BLOCK IV: DIFFERENT TYPES OF COMMUNICATION UNIT 12 MEDIA AUDIENCES AND MEDIA IN SOCIETY 117-124 12.0 Introduction 12.1 Objectives 12.2 Political Communication 12.3 Political Socialization 12.4 Communication Politics 12.5 Answers to Check Your Progress Questions 12.6 Summary 12.7 Key Words 12.8 Self Assessment Questions