- •Module 1 Fundamentals of Communication
- •Module 2 Forms and Context of Communication
- •Module 4 Adjunct/Impact of the Mass Media
- •Course Marking Scheme
- •MODULE 1 FUNDAMENTALS OF COMMUNICATION
- •3.1.1 Understanding Communication
- •3.1.1 Understanding Communication
- •Therefore, there is no single definition of communication agreed upon by scholars. Psychologists, sociologists, medical practitioners, philosophers and communication specialists, all define communication based on their orientations and perspectives.
- •3.2 Functions of Communication
- •3.2.1 Functional Meaning of Communication
- •3.3 Attributes of Communication
- •SELF ASSESSMENT EXERCISE 3
- •Highlight and briefly discuss the major challenges that are militating against the communication process
- •UNIT 4 MODELS OF COMMUNICATION
- •3.1 Aristotle's Model
- •Fig. 3 SCHRAMM'S MODEL OF MASS COMMUNICATION 2
- •Schramm’s model of communication posits that communication is interactive and interpretive. Discuss
- •3.4 The Hub Model
- •UNIT 5 THEORIES OF MASS COMMUNICATION
- •3.0 MAIN CONTENT
- •3.1 Understanding Theory
- •3.1.2 Why Study Theories?
- •3.1.3 How Theories are arrived at
- •3.1.4 Relationship between Theory and Research
- •3.2.4. Social Responsibility Media Theory
- •3.3.1 Hypodermic Needle/ Magic Bullet Theory
- •3.3.2 Lasswell’s Propaganda Theory
- •3.3.3 Lippman’s Theory of Public Opinion Formation
- •3.4.1 The Post Stimuli-Response theory
- •3.5.2 Main Streaming/Synchronisation Theory
- •3.5.3 The Knowledge Gap Theory
- •3.5.4 Spiral of Silence Theory
- •3.5.5 Media Systems Dependence Theory
- •This theory assumes that the more an individual depends on having his/her needs gratified by media use, the more important will be the role that media play in the person’s life; and therefore the more influence those media will have on that person.
- •3.6.1 Uses and Gratification Theory
- •3.6.2 Reception Studies-Decoding and Sense Making
- •3.7.2 Aggressive Cues Theory
- •3.7.4 Reinforcement Theory
- •3.7.5 Linkage Theory
- •3.8.1 ‘Reflective-Projective’ Theory
- •7.0 REFERENCES/FURTHER READINGS
- •UNIT 6 FUNCTIONS OF MASS COMMUNICATION
- •MODULE 2 FORMS AND CONTEXT OF COMMUNICATION
- •3.1 Oral Communication
- •The engagement of mouth and tongue is very crucial to oral communication. Discuss
- •3.2 Written Communication
- •Compare and contrast the weaknesses and strength of oral and written communication.
- •UNIT 2 NON-VERBAL COMMUNICATION
- •3.1 Characteristics and Functions of Non-Verbal Communication
- •3.2 Types of Non-Verbal Communication
- •2.Types of Non-Verbal Communication and;
- •How functional is non-verbal communication to man?
- •Contexts of Communication
- •Contexts here mean the different levels at which communication occurs. It can also be referred to as the kinds of communication that are available. Under context of communication, we have the following:
- •3.2.2 Principles of Interpersonal Communication
- •Interpersonal Communication is Irreversible
- •Interpersonal Communication is Complicated
- •Interpersonal Communication is Contextual
- •3.2.3 Types of Interpersonal Communication
- •3.2.5 Barriers against Effective Interpersonal Communication
- •3.2.6 Overcoming the Barriers of Effective Interpersonal Communication
- •Unit 1 Print Media: Books, Newspaper, Magazine etc
- •Sambe (2005) highlights the following as functions of newspaper:
- •3.3.5 The Penny Press
- •3.2.6 Yellow Journalism
- •3.4.2 Convergence in Magazine Publishing
- •3.4.3 The Influence of Advertisers on Magazines
- •3.1.1 Four Important Periods in the History of the Book
- •Submission by Author or Agent
- •Acceptance and Negotiation
- •Editorial Stage
- •Prepress
- •3.1.3 Landmarks in Radio History
- •3.2 Television: The Most Influential Medium
- •3.4.1 Online-only Newspapers
- •MODULE 4 ADJUNCT AND IMPACT OF THE MASS MEDIA
- •Associated Press
- •4.0 CONCLUSION
- •3.3 Powerful Effects Paradigm
- •3.3.1 Media’s Harmful Effects: Violence and Delinquency
- •3.4 Uses and Gratifications Concept
- •3.4.3 Arguments against Uses and Gratifications Research
- •Cultural effects
- •4.0 CONCLUSION
MAC 111 |
INTRODUCTION TO MASS COMMUNICATION |
UNIT 5 THEORIES OF MASS COMMUNICATION
CONTENTS
1.0 Introduction
2.0 Objective
3.0Main Content
3.1Understanding Theory
3.2Normative Theories
3.3Mass Society Theories (All-Powerful Media Effect)
3.4Social Scientific Approach (Limited Effects Theories)
3.5Theories of Media, Culture and Society
3.6Active Audience -Uses and Gratification Theory
3.7Media Violence. Children and Effects
3.8Common Sense Theories
4.0Conclusion
5.0Summary
6.0Tutor-Marked Assignment
7.0References/Further Readings
1.0INTRODUCTION
Theory is a conceptual representation or explanation of phenomenon. They are stories about how and why events occur. Kurt Lewin defines theory as a way of explaining the ordering and occurrence of various events. It can also be defined as a set of systematic generalizations based on scientific observation and leading to further empirical observation. (Severin and Tankard (Jnr.) 1982).
2.0OBJECTIVE
This unit exposes students to various mass communication theories, their origins, methods and uses. Students should be able to identify a theory that goes along with specific research studies in order to develop a theoretical framework for such.
3.0MAIN CONTENT
3.1Understanding Theory 3.1.1 Characteristics of Theory
These are some of the characteristics of theory and they could also be seen as criteria for a good theory.
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MAC 111 |
INTRODUCTION TO MASS COMMUNICATION |
A) Scientific Criteria
(1)Intellectual Rigour: - Every theory is a product of careful analysis and giving great attention to details. This process ensures that they are testable, verifiable or systematic.
(2)Dynamism: - Theories are subject to change; they are seldom constant because they can be modified or completely repudiated when new facts emerge.
(3)Predictive power: Theories enable us to make predictions but those predictions are rarely ever realized with exactitude. Theory is step behind reality.
(4)Economy: A good theory explains many cases with a few statements and with few exceptions, if any.
(5)Explanatory Power: ability of a theory to be used to explain a puzzling phenomenon
(6)Internal Consistency: There should be no contradiction in the process. The processes involved should agree with one another.
(7)Heuristic Potential: Should help to see a new thing or new things; or should be useful for solving problems.
(8)Practical Utility. Theories have usefulness to reality. They can be used to solve real life problems and issues
B) Aesthetic/Humanistic Criteria
1)Fresh (New) understanding of the human condition.
2)Societal valuecapacity to stimulate or generate change/clarification of values.
3)Aesthetic appealcapacity to capture our interest/imagination or pique our curiosity.
4)Community agreementacceptance and support by a “community” of (like-minded) scholars.
5)Capacity for social reforms. Ability to carry out useful reforms and changes in the society. The changes are mostly socio-economic in nature.
3.1.2 Why Study Theories?
Theories help to manage realities. Kurt Lewin says that theories enable us to put facts in perspective, and to predict what will happen, even before the events we are theorising about get completed. According to Kaplan, a theory enables us to make sense out of a disturbing situation. e.g. Detectives (Police) always formulate a theory to unravel a case, say murder case. We also study theories in order to derive intellectual satisfaction.
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