Univesity of Calcutta

Semester – I JMC101CC/GE Principles of Communication

UNIT- 1 Communication – Definitions, process, elements, function, barriers, Nature and process of human communication, verbal and nonverbal communication, inter-personal, group, public, mass communication, communication and socialization-Nature, process, characteristics, impact of mass communication, media of mass communication and their characteristics. 

UNIT- 2 Models: Aristotle, Shannon and Weaver, Lasswell, Osgood, Dance, Schramm, Gerbner, Newcomb, Westley& MacLean - Berlo , Rogers & Shoemakers -Two steps & multi step flow – Agenda Setting - convergent and gate-keeping,. 

UNIT- 3 Media Effects Theories: News Framing; Media Priming; Social-Cognitive theory of mass communication; Uses and Gratifications; Cultivation theory; Stereotyping; Public Communication Campaigns; Entertainment and Enjoyment as Media Effects. 

UNIT-4 Media systems and theories: Types of Media Systems; Individual Differences Theory, Normative theories; Functional theory; Feminist theory; Mass media: public opinion and democracy. Media culture and its production- Propaganda model -Public Sphere and Jürgen Habermas - Media organizations, media content, market-driven media content – effects, Political Economy of Communication. 

UNIT- 5 Audience Concept and Research; Activity and Selectivity; Active and Passive Audience; Audience as Market; Audience as Public; Structural approach to audience formation; Subculture and audience; Gendered audience; Audience norms for content; Sociability and uses of media; Media Literacy: 

Reading List: 

1. Baran, Stanley and Davis, Dennis Mass Communication Theory, 7th Edition, 2015 

2. Denis McQuail, McQuail’s Mass Communication Theory, 6th Edition, 2010 

3. Fahmy Shahira et al; Visual Communication Theory and Research, 2014 

4. Fortner, Robert and Fackler Mark; The Handbook of Media and Mass Communication Theory, 2014 5. Harris, Richard Jackson; A Cognitive Psychology of Mass Communication, 6th Edition, 2013 

6. Keval J. Kumar, Mass Communication in India, 1994 

7. Kevin Williams, Understanding Media Theory, (2003), 

8. Stevenson Nicholas; Understanding Media Cultures, 2002 

9. Thomson B. John : The Media and Modernity, Polity Press, 1995 

10. Vir Bala Aggarwal, V S Gupta, Handbook of Journalism and Mass Communication, 2012 

11. Yadava, J.S. and Mathur Pradeep; Issues in Mass Communication, 2008