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MAC211Social Sciences3 Unitsintermediate

Theories of Mass Communication

This course introduces students to the fundamental theories of mass communication, exploring their conceptual perspectives, relevance, and application. It reviews various theories, balancing main and sub-topics to guide students effectively. Students will analyze media messages, understand the roles of mass media industries, and network to discuss and apply each theory. The course aims to broaden knowledge of mass communication theories and their impact on media and social development.

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208h
Study Time
13
Weeks
16h
Per Week
none
Math Level
Course Keywords
Mass CommunicationCommunication TheoriesMedia EffectsAudience AnalysisNormative Theories

Course Overview

Everything you need to know about this course

Course Difficulty

Intermediate Level
Builds on foundational knowledge
65%
intermediate
📚
Math Level
No Math
🔬
Learning Type
Hands-on Practice

Course Topics

Key areas covered in this course

1

Communication Process

2

Mass Communication Theories

3

Media Effects

4

Audience Analysis

5

Normative Theories

6

Cultural Impact of Media

7

Propaganda and Persuasion

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

Computer Based Test

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 Specialist

Apply your skills in this growing field

Advertising Executive

Apply your skills in this growing field

Journalist

Apply your skills in this growing field

Industry Applications

Real-world sectors where you can apply your knowledge

Media and EntertainmentAdvertising and MarketingPublic RelationsJournalismPolitical Communication

Study Schedule Beta

A structured 13-week journey through the course content

Week
1

Module 1: The Nature of Communication

10h

Unit 1: Overview of Communication

5 study hours
  • •Define communication from diverse viewpoints.
  • •Identify and describe the various functions of communication.
  • •Relate the importance of communication to everyday human activities.

Unit 2: Characteristics of Communication

5 study hours
  • •Identify major characteristics of communication
  • •Identify key attributes of communication.
  • •Explain Related barriers to effective communication
Week
2

Module 1: The Nature of Communication

10h

Unit 3: Elements of Communication Process

5 study hours
  • •Describe the communication process
  • •Explain the activities of communication.
  • •Highlight the effect of communication.

Unit 4: Forms and Context of Communication

5 study hours
  • •Explain the different types of communication
  • •Describe various context of communication.
  • •Identify the significance of communication.
Week
3

Module 1: The Nature of Communication

10h

Unit 5: Concept of Mass Communication

5 study hours
  • •Define the concept of mass communication
  • •Identify the nature, characteristics and unique attributes of mass communication
  • •Explain the different media of mass communication

Unit 6: Functions of Mass Communication

5 study hours
  • •Identify and explain the various functions of mass communication in the society
  • •Highlight and discuss the impact of mass communication in shaping opinions, attitudes, culture, and habits.
Week
4

Module 2: Theoretical Foundation of Mass Communication

10h

Unit 1: Perspective on Theory

5 study hours
  • •Define theory
  • •Identify key attributes of theory.
  • •Explain uses of theory.

Unit 2: Understanding Theory in Mass Communication Study

5 study hours
  • •Explain the significance of Theory in Mass Communication Study
  • •Approaches to the study of Mass Communication Theory
  • •Limitations of Mass Communication Effects
Week
5

Module 2: Theoretical Foundation of Mass Communication

10h

Unit 3: Research, Model, Paradigm and Theory in Mass Communication

5 study hours
  • •Describe relationship between theory and research
  • •Explain the difference between theory and practice
  • •Differentiate models and theories of mass communication
  • •Describe the narrative paradigm.

Unit 4: Mass Communication Audience and Effects

5 study hours
  • •Describe the Mass Communication Audience and its characteristics
  • •Identify factors that determines audience selective processes
  • •Explain the effects of mass communication on the audience
Week
6

Module 2: Theoretical Foundation of Mass Communication

5h

Unit 5: Different Eras of Mass Communication Theories

5 study hours
  • •Highlight and describe the different eras of mass communication theories.
Week
7

Module 3: Different Theories of Mass Communication

10h

Unit 1: Normative Theories

5 study hours
  • •Explain the origin and importance of the Normative Theories in mass communication study
  • •Describe the four basic Normative Theories
  • •Describe the contributions of these theories in mass media growth.

Unit 2: Media, Culture Society Theories

5 study hours
  • •Explain the Spiral of Silence Theory
  • •Describe the Knowledge Gap Theory
  • •Explain the Media Dependency Theory
  • •Describe the Modernization Theory
Week
8

Module 3: Different Theories of Mass Communication

10h

Unit 3: Audience Theories

5 study hours
  • •Explain the Uses and Gratification Theory
  • •Describe the Diffusion of Innovations Theory
  • •Explain the Cultivation Theory

Unit 4: Common Sense Theories

5 study hours
  • •Explain the Play Theory
  • •Describe the Reflective Projective Theory
  • •Explain the Medium Theory
  • •Describe the Media Richness Theory
Week
9

Module 3: Different Theories of Mass Communication

5h

Unit 5: Behavioural Theories of Mass Communication

5 study hours
  • •Explain the Cognitive Dissonance Theory
  • •Describe the Social Identity Theory
  • •Explain the Social Support Theory
  • •Explain Social Presence Theory
Week
10

Module 4: Effect Theories of Mass Communication

10h

Unit 1: Limited Effects Theory

5 study hours
  • •Explain the Social Category Theory
  • •Describe the Social Relationship Theory
  • •Explain the Two Step Flow Theory
  • •Explain Social Cognitive Theory

Unit 2: Powerful Media Effects Theories

5 study hours
  • •Explain the Hypodermic Needle Theory
  • •Describe Lippmann's Theory of Public Opinion Formation
  • •Explain Cultural Imperialism Theory
  • •Explain Lasswell's Propaganda Theory
  • •Explain Gate Keeping Theory
Week
11

Module 4: Effect Theories of Mass Communication

10h

Unit 3: Media Effects Theories

5 study hours
  • •Explain the Framing Theory
  • •Describe the Priming Theory
  • •Explain Self Perception Theory
  • •Explain Social Learning Theory

Unit 4: Media Violence Theories

5 study hours
  • •Explain the Reinforcement Theory
  • •Describe the Linkage Theory
  • •Explain the Catharsis Theory
  • •Explain Aggressive Cue Theory
Week
12

Module 1: The Nature of Communication

6h

Module 1 Review

6 study hours
  • •Review all units in Module 1
  • •Work on assignments
Week
13

Modules 2-4 Review

6h

Modules 2-4 Review

6 study hours
  • •Review all units in Modules 2, 3, and 4
  • •Work on assignments

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.

Course PDF Material

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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 different theories to analyze current media events.

3

Practice essay questions comparing and contrasting major theoretical perspectives.

4

Form study groups to discuss complex theories and share insights.

5

Review all Tutor-Marked Assignments (TMAs) and self-assessment exercises thoroughly.

6

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

7

Create concept maps linking different theories and their relationships.

8

Prioritize studying areas where you have consistently scored lower on TMAs.

9

Allocate specific time slots for focused study sessions each week.

10

Use online resources and academic journals to deepen your understanding of key concepts.

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