Main Page > BS Media & Development Communication (Morning / Regular Program) > Communication Theories, Models and Approaches
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Communication Theories, Models and Approaches
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• Course Objectives Students will be able: 1. to understand the process of theory development in communication. 2. to understand media effects approach with reference to professional media practices. • Learning Outcomes Upon successful completion, students will have the knowledge and skills to: 1. understand the logic of agenda setting and are able to access it critically by distinguishing framing strategies and can apply techniques of frame analysis. 2. identify the patterns of mass perception of media content. 3. identify, analyse, and discuss actual case studies and/or strategic communication in field of mass and mediated communication. 4. apply principles of elaboration likelihood model to design communication campaigns. 5. discuss and understand various effect approaches and its development. • Course Contents 1. Mass communication theory – Evolution and Development 2. Normative theories 3. Theories of Media Effects 3.1 Levels and kinds of effects 3.2 Limited Effects Paradigm 3.3 Two-step flow of communication 3.4 Selective exposure, perception and retention 3.5 Cognitive Dissonance theory 4. Gate-keeping 5. Social Learning theory 6. Diffusion of innovation 7. Knowledge gap hypothesis 8. Social realities versus mediated realities 9. Attitude and persuasion 10. Opinion formation, spiral of silence 11. Cultivation effects hypothesis 12. Agenda setting, framing, priming |
| Credit hours/ Marks:- 3 |
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