Advanced Theories In Mass Communication

1. Define and explain key mass communication theories
2. Identify and categorize different types of media theories
3. Apply mass communication theories to real-world situations
4. Analyze the impact of media on society and culture
5. Critically evaluate the strengths and weaknesses of various theories

13 weeks, about 108 hours in total. Yours will differ.

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

   • Unit 1: What is Theory? · 4 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 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 hours

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

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

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

     Explain the communication process and communication models.. Discuss the relevance of communication models to everyday reality in mass communication.. Complete self-assessment exercises..

3. Week 3Module 2: Normative Theories

   • Unit 1: Authoritarian 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) Media Theory · 4 hours

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

4. Week 4Module 2: Normative Theories

   • Unit 3: Democratic–Participant Media Theory · 4 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 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..

5. Week 5Module 3: Social-Scientific / Media Effects Theories

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

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

   • 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.. Complete self-assessment exercises..

   • Unit 3: Minimal Effects Interface · 4 hours

     Explore Uses and Gratification Theory.. Discuss the impact of the emergence of the Limited Effects Perspectives.. Complete self-assessment exercises..

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

   • Unit 4: Modified Limited Effects Perspectives · 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.. Complete self-assessment exercises..

   • Unit 5: Persuasion Theories · 4 hours

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

8. Week 8Module 4: Working / Operational Theories

   • Unit 1: Gatekeeping and Gatekeeping Factors · 4 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 hours

     Define News Values and trace their evolution.. Explain why Bad News is Good News in the journalistic tradition.. Complete self-assessment exercises..

9. Week 9Module 4: Working / Operational Theories

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

10. Week 10Module 5: Critical-Cultural / Cultural Criticism Theories

    • 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.. Complete self-assessment exercises..

    • 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..

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

    • Unit 2: Media Intrusion Theory · 4 hours

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

    • 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..

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

    • 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.. Complete self-assessment exercises..

    • 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.. Complete self-assessment exercises..

13. Week 13Module 6: Information Society Theory

    • Unit 1: The Post-Industrial Information Society Perspective · 4 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 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..