Advanced Theories In Mass Communication

1. Define and differentiate various mass communication theories.
2. Apply theoretical frameworks to analyze real-world communication phenomena.
3. Critically evaluate the strengths and weaknesses of different theories.
4. Understand the role of media in shaping culture and society.
5. Analyze the ethical considerations in mass communication practices.

13 weeks, about 103 hours in total. Yours will differ.

1. Week 1Module 1: Introductory Notes on Mass Communication Theories

   • Unit 1: What is Theory? · 4 hours

     Read and understand various definitions of theory.. Identify characteristics/attributes of a theory.. List criteria for identifying a good theory..

   • Unit 2: Why Do We Study Theories? · 4 hours

     Explain why we study theories.. Show how we arrive at theories through the Scientific Method.. Project the relationship between Theory and Research.. Explain the difference between Deduction and Induction..

   • Unit 3: General and Specific Kinds of Theory · 3 hours

     List and discuss general categories of theory from which Mass Communication theories derive.. List and discuss specific categories of Mass Communication theories..

2. Week 2Module 1: Introductory Notes on Mass Communication Theories

   • Unit 4: Human Communication Theory and Mass Communication Theory · 4 hours

     Explicate the nature of human communication.. Discuss mass communication as a subset of human communication.. Dissect Mass Communication as an object of study..

   • Unit 5: The Communication Process/Communication Models · 4 hours

     Explain the communication process or system.. Discuss communication models and their evolution.. Explain the relevance of Communication Models to Everyday Reality in Mass Communication..

3. Week 3Module 2: Normative Theories

   • Unit 1: Authoritarian/Soviet–Communist Media Theory · 4 hours

     Define Authoritarian and Soviet–Communist Media Theories.. Discuss the times and circumstances in which they emerged.. Cite examples of their impact on contemporary media structure and performance..

   • Unit 2: Libertarian (Free Press)/ Social Responsibility Media Theory · 4 hours

     Define Libertarian (Free Press) Media Theory and describe its antecedent and subsequent circumstances.. Define Social Responsibility Theory and describe its origin and tenets..

4. Week 4Module 2: Normative Theories

   • Unit 3: Democratic–Participant /Development Media Theory · 4 hours

     Define Democratic–Participant Media Theory and describe its current status.. Define Development Media Theory and describe its genesis and raison d'etre..

   • Unit 4: The Advent of Development Journalism · 4 hours

     Describe the Advent of Development Journalism, linking it to Development Media Theory.. Describe the two types of Development Journalism that emerged.. Explain the projected theory of the Nigerian Press..

5. Week 5Module 2: Normative Theories

   • Unit 5: The Evolution of Development Communication Paradigms · 4 hours

     Trace the genesis of Development Communication Paradigms.. Discuss the Challenges of Development Communication Paradigms to scholars.. Describe the evolution of Development Communication Paradigms.. State the importance of Development Communication Paradigms..

6. Week 6Module 3: Social–Scientific/Media Effects Theories

   • Unit 1: Mass Society/Stimulus-Response Perspective/Magic Bullet/Hypodermic Needle/Transmission Belt Theory · 4 hours

     State the factors that provided bearings for the study of Mass Media Effects.. Explore the early perspectives (Stimulus–Response/Mass Society Perspectives) on Media Effects.. Discuss the ensuing Magic Bullet/Hypodermic Needle/Transmission Belt theory, and its impact on Mass Communication scholarship..

   • Unit 2: Limited Effects Perspectives · 4 hours

     Discuss the “Limited Effects” Perspectives in general terms.. Discuss specifically: The Individual Differences Perspective, the Social Categories Perspective, The Social Relations Perspective, and some Aspects of Perception Theory..

7. Week 7Module 3: Social–Scientific/Media Effects Theories

   • Unit 3: Minimal Effects Interface · 4 hours

     Discuss the impact of the emergence of the Limited Effects Perspectives.. Explore one theory that emerged during the period: Uses and Gratification Theory..

   • Unit 4: Modified Limited Effects Perspectives: Media Role in Society and Culture · 4 hours

     Recognize the continued, though modified strain of the Limited Effects Perspectives.. Briefly discuss the Agenda Setting Theory, Cultural Norms Theory, and Mainstreaming/Synchronisation Theory..

8. Week 8Module 4: Working/Operational Theories

   • Unit 5: Persuasion Theories/Media Violence Theories · 4 hours

     Briefly explain and discuss Persuasion.. Examine the two basic models/paradigms of Persuasion theories.. Discuss two persuasion theories as illustrations.. Discuss two typical Media Violence theories..

   • Unit 1: Gatekeeping and Gatekeeping Factors · 4 hours

     Define gatekeeping.. Explain the gatekeeping process.. Discuss the factors that influence gatekeeping decisions..

9. Week 9Module 4: Working/Operational Theories

   • Unit 2: News Values and their Evolution · 4 hours

     Define News Values and trace their evolution. Explain why Bad News is Good News in the journalistic tradition..

   • Unit 3: Socialisation Theories Relating to the Journalism Profession · 4 hours

     Explain the socialisation process among journalists.. Discuss specific socialisation theories such as those discussed in this unit..

10. Week 10Module 4: Working/Operational Theories

    • Unit 4: Internal Gatekeeping · 4 hours

      Make a comprehensive discussion of gatekeeping in the print media. Make a comprehensive discussion of gatekeeping in the electronic media..

    • Unit 5: External Gatekeeping · 4 hours

      Discuss governments, advertisers and consumers as external gatekeepers to the mass media. Discuss the consequences of external gatekeeping for the mass media and the public..

11. Week 11Module 5: Critical–Cultural/Cultural Criticism Theories

    • Unit 1: Commodification of Culture Theory · 4 hours

      Explain the essence of Commodification of Culture Theory.. Envisage the consequences of Commodification of Culture Theory View.. Commodification of Culture Theory through the spectrum of Globalisation..

    • Unit 2: Media Intrusion Theory · 4 hours

      Explain Media Intrusion Theory.. Take a critical look at the suggested antidotes..

12. Week 12Module 5: Critical–Cultural/Cultural Criticism Theories

    • Unit 3: Social Marketing Theory · 4 hours

      Define Social Marketing Theory.. Critically discuss the Hierarchy of Effects Model of the theory.. Critically examine the criticism of Social Marketing Theory as unsuitable for handling conflict situations..

    • Unit 4: Social Semiotics Theory · 4 hours

      Define Semiosis, and place Social Semiotics Theory in perspective.. Discuss the identified strengths and weaknesses of the theory..

13. Week 13Module 5: Critical–Cultural/Cultural Criticism Theories

    • Unit 5: Information Processing Theory · 4 hours

      Trace the genesis of Information Processing Theory as it applies to Mass Communication.. Discuss its application to mass-mediated information..

    • Unit 6: British cultural Studies and Political economy theories · 4 hours

      Explain the main idea of British cultural theory. Outline and discuss the factors that make for the dominance of reigning elites. List the strengths and weaknesses of British cultural theory. Explain the main idea of political economic theory..