Theories of Mass Communication
- Social Sciences
- 200 level
- 3 credit units
- 145 pages
- 20 units
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.
About this course
- Difficulty
- Intermediate
- Study hours
- 208 hours
- Maths
- None
- Content
- Theoretical, case study
- Practical work
- Yes
- Assignments
- Tutor Marked Assignments
- Final Examination
What you'll read
The real module and unit structure of MAC211, taken from the course material NOUN publishes.
One paragraph, so you can see how it reads
MAC211 · UNIT 1: OVERVIEW OF COMMUNICATION
To be able to understand theories of Mass Communication very well, one needs to how communication works. This unit therefore is packed to help you better understand the basics of communication.
What you should be able to do
- Explain core mass communication theories.
- Analyze media messages using theoretical frameworks.
- Understand the functions and effects of mass media.
- Evaluate the role of media in shaping public opinion.
- Apply theoretical concepts to real-world media scenarios.
What it prepares you for
- Media Analyst
- Communication Strategist
- Public Relations Specialist
- Advertising Executive
- Journalist
- Media and Entertainment
- Advertising and Marketing
- Public Relations
- Journalism
- Political Communication
Where it gets hard
The units students slow down on, and what makes each one heavy.
- Module 2: Theoretical Foundation of Mass Communication
Unit 1: Perspective on Theory
Requires understanding of complex philosophical arguments and their application to media studies.
- Module 3: Different Theories of Mass Communication
Unit 2: Media and Culture Theories
Involves grasping abstract concepts of cultural influence and societal impact, demanding critical thinking.
- Module 4: Effect Theories of Mass Communication
Unit 3: Media Effects Theories
Requires critical evaluation of research methodologies and nuanced understanding of statistical analysis.
A suggested way through it
13 weeks, about 112 hours in total. Yours will differ.
- Week 1Module 1: The Nature of Communication
Unit 1: Overview of Communication · 5 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 hours
Identify major characteristics of communication. Identify key attributes of communication.. Explain Related barriers to effective communication.
- Week 2Module 1: The Nature of Communication
Unit 3: Elements of Communication Process · 5 hours
Describe the communication process. Explain the activities of communication.. Highlight the effect of communication..
Unit 4: Forms and Context of Communication · 5 hours
Explain the different types of communication. Describe various context of communication.. Identify the significance of communication..
- Week 3Module 1: The Nature of Communication
Unit 5: Concept of Mass Communication · 5 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 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 4Module 2: Theoretical Foundation of Mass Communication
Unit 1: Perspective on Theory · 5 hours
Define theory. Identify key attributes of theory.. Explain uses of theory..
Unit 2: Understanding Theory in Mass Communication Study · 5 hours
Explain the significance of Theory in Mass Communication Study. Approaches to the study of Mass Communication Theory. Limitations of Mass Communication Effects.
- Week 5Module 2: Theoretical Foundation of Mass Communication
Unit 3: Research, Model, Paradigm and Theory in Mass Communication · 5 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 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 6Module 2: Theoretical Foundation of Mass Communication
Unit 5: Different Eras of Mass Communication Theories · 5 hours
Highlight and describe the different eras of mass communication theories..
- Week 7Module 3: Different Theories of Mass Communication
Unit 1: Normative Theories · 5 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 hours
Explain the Spiral of Silence Theory. Describe the Knowledge Gap Theory. Explain the Media Dependency Theory. Describe the Modernization Theory.
- Week 8Module 3: Different Theories of Mass Communication
Unit 3: Audience Theories · 5 hours
Explain the Uses and Gratification Theory. Describe the Diffusion of Innovations Theory. Explain the Cultivation Theory.
Unit 4: Common Sense Theories · 5 hours
Explain the Play Theory. Describe the Reflective Projective Theory. Explain the Medium Theory. Describe the Media Richness Theory.
- Week 9Module 3: Different Theories of Mass Communication
Unit 5: Behavioural Theories of Mass Communication · 5 hours
Explain the Cognitive Dissonance Theory. Describe the Social Identity Theory. Explain the Social Support Theory. Explain Social Presence Theory.
- Week 10Module 4: Effect Theories of Mass Communication
Unit 1: Limited Effects Theory · 5 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 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 11Module 4: Effect Theories of Mass Communication
Unit 3: Media Effects Theories · 5 hours
Explain the Framing Theory. Describe the Priming Theory. Explain Self Perception Theory. Explain Social Learning Theory.
Unit 4: Media Violence Theories · 5 hours
Explain the Reinforcement Theory. Describe the Linkage Theory. Explain the Catharsis Theory. Explain Aggressive Cue Theory.
- Week 12Module 1: The Nature of Communication
Module 1 Review · 6 hours
Review all units in Module 1. Work on assignments.
- Week 13Modules 2-4 Review
Modules 2-4 Review · 6 hours
Review all units in Modules 2, 3, and 4. Work on assignments.
Preparing for the exam
- Create detailed summaries of each theory, focusing on key concepts and criticisms.
- Develop case studies applying different theories to analyze current media events.
- Practice essay questions comparing and contrasting major theoretical perspectives.
- Form study groups to discuss complex theories and share insights.
- Review all Tutor-Marked Assignments (TMAs) and self-assessment exercises thoroughly.
- Focus on understanding the historical context and evolution of each theory.
- Create concept maps linking different theories and their relationships.
- Prioritize studying areas where you have consistently scored lower on TMAs.
- Allocate specific time slots for focused study sessions each week.
- Use online resources and academic journals to deepen your understanding of key concepts.
Questions students ask about this course
What is MAC211 about?
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.
How many units does MAC211 have?
MAC211, Theories of Mass Communication, has 20 units across 4 modules, over 145 pages of course material. You can read it one unit at a time.
How many credit units is MAC211?
MAC211 carries 3 credit units, at 200 level in Social Sciences.
Is MAC211 hard?
MAC211 is rated intermediate level, with no mathematical content. It is mostly theoretical and case study work, and it has a practical component.
How long does MAC211 take to study?
About 208 hours of study, spread across its 20 units.
How is MAC211 assessed?
MAC211 is assessed by Assignments, Tutor Marked Assignments and Final Examination.
What can I do with MAC211?
Media Analyst, Communication Strategist, Public Relations Specialist, Advertising Executive and Journalist.