Module Code and Title:         CTH102 Introductory Theories of Mass Communication

Programme:                          BA in Mass Communication

Credit Value:                         12

Module Tutor:                       Lindsay Kamakahi

General objective: This module aims to provide students with a theoretical context and awareness of the forms of mass communications that are prevalent across the world. The module covers the initial development and impact of mass communications including print, photography, film, radio, and television. This module will focus in depth on the broad range of communication theories introduced previously. Students will look at research, media theory, structures, and systems that are the classic foundation to mass communication theory.

Learning outcomes – On completion of this module, students will be able to:

1. Examine the media theories applicable for interpersonal, group, and public communication settings.
2. Discuss founding theorists and how historical events shaped their views on the power of media.
3. Analyse propaganda and its emergence in the realm of communication.
4. Define the emerging roles of communications and technology up until WWII.
5. Identify mediums and log the amount of time they are surrounded by messages.
6. Explain the relevant media theories used in news articles and broadcasts.
7. Interpret media theories adequately to lead discussions on them.

Learning and Teaching Approach:

Assessment Approach:

A. Individual Media log and presentation: Portion of Final Mark: 10%

Students will keep a daily log of time they are immersed by media messages. Students will begin the log in week 1 and complete it in week 4. Presentations will begin in week 5. They will submit a 750-1000 word reflection paper concerning the amount of time, the types of messages, their reactions to the messages and the impact had on them. The written portion will be 5% of the marks. They will present a short 2-5 minute summary of their self-observation to their classmates for 5% of the marks.

3%       Content of presentation

2%       Eye Contact, Posture, Pitch, Audience connection

2%       Quality of reflection on media messages

2%       Dedication to media log

1%       Language usage, punctuation, grammar

B. Class tests: Portion of Final Mark: 10%

Students will be expected to complete 2 written tests (worth 5%) of 30-45 minutes each to evaluate their knowledge of topics presented in the class.

C. Midterm examination: Portion of Final Mark: 15%

Students will be required to sit for a written midterm examination of 1.5 hr duration proving their theoretical grasp of the concepts, as well as their ability to apply the concepts using practical examples.

D. Individual/Pair discussion: Portion of Final Mark: 15%

Students will lead a discussion of a media theory topic for the class. They will prepare the topic and questions to illustrate the topic to the class from their understanding and interpretation. They may choose to work alone or with a partner to lead their classmates on a 10-20 minute interpretation and activity for the class. They must meet with the tutor to discuss their understanding of the topic and proposed activity at least twice outside of class hours for approximately 15-30 minutes depending on the mutual understanding of the presentation.

4%       Ability to explain the media theory to the class

3%       Quality of Questions to lead the discussion

3%       Ability to ask thought provoking questions to invoke participation

4%       Ability to illustrate theoretical concepts with an activity

1%       Creativity in activity

E. Class participation and preparedness: Portion of Final Mark: 10%

Students will be expected to participate substantially in class discussions, with contributions reflecting adequate preparation for topics under discussion. 5% of class participation and preparedness will be assessed before midterm and the remaining 5% post midterm. They should give critical criticism and introduce new interpretation and theory as active audience members.

Pre-requisites: CTH101 Principles of Communication Science

Subject matter:

1. Unit I: Introduction to mass communication theories: key concepts, themes, assumptions, examples & applications, and critiques of each
   • Post-Positivist theory: empirical observation and scientific method
   • Hermeneutic theory: understanding through systematic interpretation
   • Critical theory: emancipation and change in a dominant social order
   • Normative theory: how media should operate to conform to social values
2. Unit II: Eras of mass communication theory: boundaries, key themes of each era, transitions and their causes
   • Four eras of media theory: Tracing the changes in society, culture and technology
   • Competing cultural perspectives challenge Limited-Effects theory
   • Emergence of meaning-making perspectives on media
3. Unit III: Introduction to yellow journalism and critics
   • Yellow Journalism: Income and overdramatization
   • Mass society critics and debates over media: ethics and negative consequences
   • Concept of audience helplessness
4. Unit IV: Media theories in the age of propaganda: an introduction to key theories
   • Review of origins of propaganda: from Roman Catholics, Nazi Germany and around the globe
   • Behaviourism: human action is a conditioned response
   • Harold Lasswell’s Propaganda Theory: blended behaviourism and Freudianism
   • Walter Lippman’s Theory of Public Opinion Formation: the outside world and pictures in our heads
5. Unit V: Normative theories of mass communication
   • Normative theories; questions on how much freedom the media should have
   • Libertarian thought and the opposition to authoritarian theory
   • Professionalization of journalism
   • Using social responsibility to guide professional practice
   • Development and professionalization of communication in Bhutan: case study on The Role of Mass Media in Bhutan: Accessibility, Influence and its Impacts
6. Unit VI: Limited Effects Theory: background, development and key concepts
   • Development of Limited Effects Theory during the 1940’s and 1950’s
   • Two-step flow of information and influence
   • Propaganda research and attitude-change theories
   • Carl Hovland and experimental section
   • Selective processes: cognitive consistency, cognitive dissonance, selective process and selective exposure
   • Information-Flow Theory and instant access
   • Joseph Klapper’s Phenomenistic Theory
   • Elite Pluralism: looking for opinion leaders who rely on media

Reading List: (A course-pack of the shorter reading materials will be made available to students)

1. Essential Reading
   • Baran, S. J., & Davis, D. K. (2015).Mass communication theory: foundations, ferment, and future. Stamford, Conn: Cengage Learning.
   • Defleur, M. (2017). Mass Communication theories: Explaining origins, processes, and effects. S.l.: Routledge.
   • Lhamo, L. & Oyama, T. (2015). The Role of Mass Media in Bhutan: Accessibility, Influence and its Impacts. Journal of Mass Communication & Journalism, 05(07). doi:10.4172/2165-7912.1000266
2. Additional Reading
   • Bucy, E. P. (2001). Living in the information age: a new media reader. Belmont, CA: Wadsworth Thomson Learning.
   • Cottle, S. (2003). News, public relations and power. London: Sage publications.
   • Manovich, L. (2002). The language of new media. Cambridge, Mass.: MIT Press.
   • Rodrigues, U. M., & Ranganathan, M. (2015). Indian news media: from observer to participant. New Delhi: SAGE Publications.

Date:  May 14, 2018