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JLS815 Social Sciences 3 Units advanced

Advanced Theories In Mass Communication

This course, Advanced Theories in Mass Communication, is designed for postgraduate Journalism students. It provides a foundation for understanding various courses within the Mass Communication program. The course explores definitions of theory from different disciplines and emphasizes the integration of these perspectives. It also examines mass communication theories, their categories, and real-life applications. The course aims to enhance students' understanding of communication principles and their practical implications in professional settings.

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208h
Study Time
13
Weeks
16h
Per Week
none
Math Level
Course Keywords
Mass Communication TheoriesNormative TheoriesMedia EffectsCultural CriticismInformation Society

Course Overview

Everything you need to know about this course

Course Difficulty

Advanced Level
For experienced practitioners
90%
advanced
📚
Math Level
No Math
📖
Learning Type
Theoretical Focus

Course Topics

Key areas covered in this course

1

Mass Communication Theories

2

Normative Theories

3

Social-Scientific Theories

4

Media Effects

5

Working Theories

6

Cultural Criticism Theories

7

Information Society Theories

Total Topics7 topics

Ready to Start

No specific requirements needed

This course is designed to be accessible to all students. You can start immediately without any prior knowledge or specific preparation.

Assessment Methods

How your progress will be evaluated (3 methods)

Assignments

Comprehensive evaluation of course material understanding

Written Assessment

Tutor-Marked Assignments

Comprehensive evaluation of course material understanding

Written Assessment

Final Examination

Comprehensive evaluation of course material understanding

Written Assessment

Career Opportunities

Explore the career paths this course opens up for you

Media Analyst

Apply your skills in this growing field

Communication Strategist

Apply your skills in this growing field

Public Relations Manager

Apply your skills in this growing field

Journalist

Apply your skills in this growing field

Communication Consultant

Apply your skills in this growing field

Industry Applications

Real-world sectors where you can apply your knowledge

MediaAdvertisingPublic RelationsGovernmentEducation

Study Schedule Beta

A structured 13-week journey through the course content

Week
1

Module 1: Introductory Notes on Mass Communication Theories

12h

Unit 1: What is Theory?

4 study hours
  • • Define theory, explore its characteristics, and understand criteria for identifying a good theory.
  • • Relate definitions to mass communication.
  • • Complete self-assessment exercises.

Unit 2: Why Do We Study Theories?

4 study hours
  • • Understand why we study theories and how we arrive at them.
  • • Explore the scientific method and the relationship between theory and research.
  • • Differentiate between deduction and induction.

Unit 3: General and Specific Kinds of Theory

4 study hours
  • • Distinguish between general and specific kinds of theories.
  • • Differentiate theory from analogous concepts like myth, dogma, and philosophy.
  • • Complete self-assessment exercises.
Week
2

Module 1: Introductory Notes on Mass Communication Theories

8h

Unit 4: Human Communication Theory and Mass Communication Theory

4 study hours
  • • Understand the nature of human communication and mass communication.
  • • Examine mass communication as science, art, and skill.
  • • Complete self-assessment exercises.

Unit 5: The Communication Process / Communication Models

4 study hours
  • • Explain the communication process and communication models.
  • • Discuss the relevance of communication models to everyday reality in mass communication.
  • • Complete self-assessment exercises.
Week
3

Module 2: Normative Theories

8h

Unit 1: Authoritarian Media Theory

4 study 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) Media Theory

4 study hours
  • • Define Libertarian and Social Responsibility Media Theories.
  • • Describe their origin and tenets.
  • • Discuss the times and circumstances in which they emerged.
Week
4

Module 2: Normative Theories

8h

Unit 3: Democratic–Participant Media Theory

4 study hours
  • • Define Democratic-Participant and Development Media Theories.
  • • Describe their current status and genesis.
  • • Discuss the times and circumstances in which they emerged.

Unit 4: The Advent of Development Journalism

4 study hours
  • • Describe the advent of Development Journalism, linking it to Development Media Theory.
  • • Describe the two types of Development Journalism that emerged.
  • • Complete self-assessment exercises.
Week
5

Module 3: Social-Scientific / Media Effects Theories

8h

Unit 5: The Evolution of Development Communication Paradigms

4 study hours
  • • Describe the evolution of Development Communication Paradigms.
  • • Discuss the challenges of Development Communication Paradigms to scholars.
  • • State the importance of Development Communication Paradigms.

Unit 1: Mass Society / Stimulus-Response Perspective

4 study hours
  • • 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.
  • • Complete self-assessment exercises.
Week
6

Module 3: Social-Scientific / Media Effects Theories

8h

Unit 2: Limited Effects Perspectives

4 study 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.
  • • Complete self-assessment exercises.

Unit 3: Minimal Effects Interface

4 study hours
  • • Explore Uses and Gratification Theory.
  • • Discuss the impact of the emergence of the Limited Effects Perspectives.
  • • Complete self-assessment exercises.
Week
7

Module 3: Social-Scientific / Media Effects Theories

8h

Unit 4: Modified Limited Effects Perspectives

4 study 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.
  • • Complete self-assessment exercises.

Unit 5: Persuasion Theories

4 study hours
  • • Briefly explain and discuss Persuasion.
  • • Examine the two basic models/paradigms of Persuasion theories.
  • • Discuss two persuasion theories as illustrations.
Week
8

Module 4: Working / Operational Theories

8h

Unit 1: Gatekeeping and Gatekeeping Factors

4 study hours
  • • Define gatekeeping.
  • • Explain the gatekeeping process.
  • • Discuss the factors that influence gatekeeping decisions.
  • • Complete self-assessment exercises.

Unit 2: News Values and their Evolution

4 study hours
  • • Define News Values and trace their evolution.
  • • Explain why Bad News is Good News in the journalistic tradition.
  • • Complete self-assessment exercises.
Week
9

Module 4: Working / Operational Theories

8h

Unit 3: Socialisation Theories Relating to the Journalism Profession

4 study hours
  • • Explain the socialisation process among journalists.
  • • Discuss specific socialisation theories such as Role Theory, Identification Theory, and Exchange Theory.
  • • Complete self-assessment exercises.

Unit 4: Internal Media Gatekeepers

4 study hours
  • • Make a comprehensive discussion of gatekeeping in the print media.
  • • Make a comprehensive discussion of gatekeeping in the electronic media.
  • • Complete self-assessment exercises.
Week
10

Module 5: Critical-Cultural / Cultural Criticism Theories

8h

Unit 5: External Gatekeeping

4 study 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.
  • • Complete self-assessment exercises.

Unit 1: Commodification of Culture Theory

4 study 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.
Week
11

Module 5: Critical-Cultural / Cultural Criticism Theories

8h

Unit 2: Media Intrusion Theory

4 study hours
  • • Explain Media Intrusion Theory.
  • • Take a critical look at the suggested antidotes.
  • • Complete self-assessment exercises.

Unit 3: Social Marketing Theory

4 study 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.
Week
12

Module 5: Critical-Cultural / Cultural Criticism Theories

8h

Unit 4: Social Semiotics Theory

4 study hours
  • • Define Semiosis, and place Social Semiotics Theory in perspective.
  • • Discuss the identified strengths and weaknesses of the theory.
  • • Complete self-assessment exercises.

Unit 5: Information Processing Theory

4 study hours
  • • Trace the genesis of Information Processing Theory as it applies to Mass Communication.
  • • Discuss its application to mass-mediated information.
  • • Complete self-assessment exercises.
Week
13

Module 6: Information Society Theory

8h

Unit 1: The Post-Industrial Information Society Perspective

4 study hours
  • • Define Information Society again.
  • • Explain the Post-Industrial Information Society Perspective.
  • • State the key features of the Post-Industrial Information Society.

Unit 2: The Surveillance (Information) Society Perspective

4 study hours
  • • Explain the Surveillance and the Informational Capitalist Society perspectives on Information Society Theory.
  • • State the key features and values of the Information Society as seen from these two perspectives.
  • • Reflect on the impact of these features and values on development.

This study schedule is in beta and may not be accurate. Please use it as a guide and consult the course outline for the most accurate information.

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Study Tips & Exam Preparation

Expert tips to help you succeed in this course

1

Create detailed summaries of each theory, focusing on key concepts and criticisms.

2

Develop case studies applying theories to current media events.

3

Practice essay questions, outlining arguments and supporting evidence.

4

Review all Tutor-Marked Assignments (TMAs) and feedback.

5

Create concept maps linking different theories and their relationships.

6

Focus on understanding the historical context and evolution of each theory.

7

Allocate specific study time for each module, prioritizing challenging units.

8

Form study groups to discuss and debate complex concepts.

9

Utilize online resources and academic journals for further reading.

10

Practice analyzing media content using different theoretical frameworks.

11

Prepare concise notes on key theorists and their contributions.

12

Review past exam papers to identify common question types.

13

Prioritize understanding over memorization, focusing on critical analysis.

14

Create flashcards for key terms and concepts.