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Saturday, June 23, 2007

Postgraduate Department of Communication

Christ College (Autonomous), Bangalore

MS Communication - I Semester

Communication and Media Theories

Course Plan 2007

Name of the Teacher : Anil Pinto

Total No of hours (approx) : 71

Paper : Communication and Media Theories

Week One

Lexio bevis

Defining meaning and scope of communication – Processes and functions of communication – Types of communication: Intra-personal, interpersonal and groups communication

Week Two

Media, public and mass communication and its types – Non-verbal communication - Nature of communication - symbolic, social, individual processes

Week Three

Models of communication – HUB model – Models of Aristotle and Shannon and Weaver

Week Four

David Berlo – Harold Lasswel – Charles Osgood – Wilber Schranm – Defleur – Gerbener – Newcomb

Week Five

Models of media systems – Structure and functions of mass media – The media Systems paradigm – Mass media and the critical consumer – Typology of audiences.

Week six

Week Six

Technological determinism - Normative media theories and society - Levels of communication –

Week Seven

Communication flow models – Four theories of the press and beyond. - The two step model and multi-step flow models – Opinion leadership

Week Eight

New media and rise of information society- New media and new theories - Variables for evaluating the effectiveness of communication.

Week Nine

Audience theory- Concept, mass to market - Types of audiences - Audience effects - Uses and gratifications - Cultivation theory - Individual differences theory -

Week Ten

Four phases of media effects - Diffusion - Functional approach to mass communication theory - Agenda setting and public opinion - Knowledge gaps - Spiral of silence

Week Eleven

Cultural theory in media research – Marxist theories – Neo-Marxist – Feminist – Political economy theory

Week Twelve

Marshall McLuhan – Baudrillard: The consumer society – Castelles: The information society – Van Dijk : Cultural theory of communication


Select Bibliography

· Wood. Julia. T: Communication theories in action - An introduction. Wadsworth Publishing Company. 1997.

· Mc Quail, Denis: McQuail's Mass Communication theory. (4th ed) - Sage, N.Delhi. 2000.

· McQuai, Denis: Mass Communication theory. (3rd ed) - Sage.

· Andal. N : Communcation theories and Models - Himalaya Publishing House. 1998. Bangalore.

· Infante Dominic. Andrew S. Rancer. Deanna F. Womack : (3rd ed) Building Communication theory - Waveland press Inc. 1990.


End Semester Examination (ESE) - 50 marks

Continual Internal Assessment (CIA) – 50 marks

End Semester Examination (ESE)

ESE is for three hours which carries 50% of the maximum marks. Examination is conducted for 100 marks.

Question Paper Pattern:



No of Questions

No. of Qs to be answered




Short Answer

( 200 words)

8 (2 each from every module)


5 x 8



Descriptive (500 words)

5 (At least one from each module)


4 x 15


Continuous Internal Assessment (CIA)





Written Mid Semester Examination (MSE)

Immediately after 30 hours of lecture

50% i.e., 25 marks


One-Act Play production, presentation

Last week of July and first week of August

20% i.e., 10 marks


Written Assignment

First week of September

20% i.e., 10 marks



10% i.e., 5 marks

Mid-semester Examination (MSE)

MSE is for two hours which carries 25% of the maximum marks (50 % of the CIA). Examination is conducted for 50 marks.

Question Paper Pattern:



No of Qs

No of Qs to be answered




Short Answer ( 200 words)



4 x 5



Descriptive (500 words)



2 x 15


One-Act Play Production

You will be divided into four groups of 10. Each group will direct, act and produce a given play, do the publicity and get the audience. The play will be given in the first week of July and will have to be performed in the last week of July. The practice will have to be done after or before the class hours or during free time. No financial assistance will be given by the college. Use minimum props and stage property to keep the cost low.

The groups will have to submit a written assignment and make a presentation in class in the first week of August using the communication theories learnt.

The assessment will be based on your involvement in and contribution towards the entire process.


The classes will follow lecture method. The lectures will as far as possible be PowerPoint based and will draw upon visual material namely painting, films, advertisement and literary works. There will also be scope for student presentations. As far as possible, emphasis will be given to practical understanding of the theories.

Guidelines for Submission:

· The written assignment should be based on extensive library research and analysis. The typed assignment should adhere to the following specifications: A4 size paper, 12 font size, 11/2 line space, font: Times New Roman, Book Antiqua, or Garamond

· Assignment details - your name, reg. no, class, semester, assignment code, name of the College, name of the teacher in-charge and date of submission- should be mentioned on the top right-hand side of the first page. Do not use a cover page.

· You are free to take the assignment beyond the expected criteria. Such efforts will be appreciated

· Those who are going to be out of town can submit the assignment online with prior permission

· No late submission is entertained

· Evaluation will be based on the research done, quality of analysis, writing style Plagiarism may amount to rejection of assignment

· Remember to give the reference at the end of your assignment of the books, articles and websites that you have referred to. The following pattern may be followed: Author’s name with the last name first, a period, name of the book underlined, a period, Place of Publication, colon, name of publication, year of publication, page no

o E.g.: Gandhi, Mohandas Karamchand, My Experiments with Truth, New Delhi: Penguin, 1998.

o In case of a website give the complete URL of the site referred to along with the above details

o If you are directly lifting some lines quote them. If you are using some idea write it in your words but acknowledge it.

· Evaluation will be based on the research done, quality of analysis, writing style


Ø Attendance is compulsory for all the sessions.

Ø Please be punctual. If you are late, you will not be allowed to attend the class. However, should there be any serious issue, do discuss with me or bring to my notice through the counsellors.

Ø I expect you to come to class having read the required texts. Failing to which you will not allowed to attend the classes.

Ø Please feel free to clarify your doubts, ask questions or give feedback in the class, department or through email.

Ø While emailing please mention your name and class.

Ø If you are absent for any of the classes please get the help of your classmates to get updated, before you approach me for help.

Ø If you wish to make classroom presentation on any topic or idea within the framework of the syllabus, you will be given encouragement and guidance.

Ø Visit my blog for notices and announcements regularly

Ø I reply to emails within 24 hours. If you do not receive reply within that time, you may assume that I have not received your email.

Ø As far as possible avoid calling me on my mobile phone.

Ø All the best. Let us grow together.

Anil Pinto

Email: anil.pinto at


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