Module Code and Title:        CTH101 Theories of Mass Communication

Programme:                          BA in Communication Arts and Creative Media

Credit:                                    12

Module Tutor:                       Damber K. Ghimiray (Coordinator), Pallavi Majumdar

General objective: The module covers the initial development and impact of Mass Communication including traditional Bhutanese media, print, photography, film, radio, and television. This module will expose students to various Mass Communication theories, their origins, methods and uses across the world. Students will look at the four theories of the press with a focus on normative theories of the media in order to hypothesize on the future role of media and communication.

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

1. Analyse the evolution of Bhutanese Media
2. Explain the contributions and progressions of communication milestone events based on historical context
3. Explain the importance of a theory
4. Examine the media theories particularly the Mass Communication theories
5. Discuss the founding theorists and how historical events shaped their views on the power of media
6. Apply mass communication theories to make a better sense of any situation 
7. Analyse the relevant media theories used in news articles and broadcasts
8. Interpret media theories adequately to lead discussions on them.

Learning and Teaching Approach:

Assessment Approach:

Students will be put into small groups of 2/3 students to construct a Bhutanese media timeline that includes visuals and brief text descriptions. The students will present the important events of the time, and how they impacted the delivery of information, distribution methods, and audience in Bhutan. Students will gather newspaper, radio or television news or other visual documentation that can be displayed as proof of their assertion. 

2    Important events of the time

3    Significance of supporting visual/audio portions

2    Accuracy of dates

4    Thoughtful analysis of delivery, distribution and audience 

2    Language, organization and referencing 

2    Verbal & nonverbal communication skills: eye contact, pitch, enthusiasm, creativity 

Two 40-minute written assessments will be given twice in the term, one before midterm, worth 5% and one after midterm (other than the subject matter covered in test 1) worth 5%.

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.

Students will lead a discussion of a media theory based on a contemporary topic (newspaper/broadcast news report) for the class. They will prepare the discussion 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 10-12 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.

5    Ability to explain the media theory to the class

4    Quality of Questions to lead the discussion 

4    Ability to ask thought provoking questions to invoke participation

5    Ability to illustrate theoretical concepts with an activity

2    Creativity in activity

Students will take a written exam of 2.5 hr duration encompassing all the subject matter covered in the semester. The assessment is comprehensive and summative in nature, and will comprise structured questions from all levels of Bloom’s Taxonomy.

Overview of assessment approaches and weighting

Pre-requisites: None

Subject matter: 

1. Unit I. Understanding Traditional Bhutanese Media
   1. Bhutanese Culture – Arts, Monuments & Festivals as media
   2. Statues, Paintings and Wall Murals as Media
   3. Use of stone inscriptions and prayer flags as a mode of communication in Bhutan
   4. Describing mass media in Bhutan: prevalence and popularity of various medium, regulations and challenges
      1. Radio
      2. Television
      3. Newspapers
      4. Internet 
2. Unit II: The role of media in the social world
   1. Defining theory, the importance and the characteristics of theory
   2. Mass Society Theories (All-Powerful Media Effects) 
      1. Hypodermic Needle/Magic Bullet Theory
      2. Lasswell’s Propaganda Theory 
   3. Theories of Media, Culture and Society 
      1. Agenda-setting Theory
      2. Marshall McLuhan: The medium is the message
      3. Lasswell’s model of communication 
   4. Main Streaming/Synchronisation Theory 
      1. Cultivation Theory
      2. The Knowledge Gap Theory
      3. Spiral of Silence Theory
   5. Active Audience Theories
      1. Uses and Gratification Theory
      2. Play Theory
3. Unit III: Four theories of the press
   1. Post-Positivist theory: empirical observation and scientific method
   2. Hermeneutic theory: understanding through systematic interpretation
   3. Critical theory: emancipation and change in a dominant social order
   4. Normative theory: how media should operate to conform to social values
4. Unit IV: Normative theories of the media: Questions on how much freedom the media should have
   1. Authoritarian Media Theory
   2. Libertarian Media Theory (Free Press Theory) 
   3. Soviet-Communist Media Theory 
   4. Social Responsibility Media Theory
   5. Democratic-Participant Media Theory
   6. Development Media Theory
   7. Development and professionalization of communication in Bhutan: case study on The Role of Mass Media in Bhutan: Accessibility, Influence and its Impacts

Reading List

Essential reading

Baran, S. J., & Davis, D. K. (2015). Mass Communication theory: foundations, ferment, and future. Cengage Learning. 

Kumar, K.J (2000). Mass Communication in India (3^rd ed.) ISBN: 81-7224-373-1. 

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

Littlejohn, S. W., Foss, K. A., & Oetzel, J. G. (2017). Theories of Human Communication. Waveland Press, Inc.

Siebert, F., Peterson, T., Peterson, T. B., & Schramm, W. (1956). Four theories of the press: The authoritarian, libertarian, social responsibility, and Soviet communist concepts of what the press should be and do (Vol. 10). University of Illinois press.

Additional reading

Avieson, B. (2015). From Mani stones to Twitter: Bhutan creates a unique media matrix for a 21st century democracy. International Journal of Communication, 9. http://ijoc.org/index.php/ijoc/article/download/3186/1435.

Defleur, M. (2017). Mass Communication theories: Explaining origins, processes, and effects. S.l.: Routledge.

Dorji, K. (2006). Media in Bhutan: Now and Then. Journal of Bhutan Studies, 14, 5-23.

Pek-Dorji, S. S. (2007), Opening the gates in Bhutan: Media Gatekeepers and the Agenda of Change. Proceedings of the 3^rd GNH Conference. Centre for Bhutan Studies. http://www.bhutanstudies.org.bt/publicationFiles/ConferenceProceedings/3rdGNH/7.3rdGNH.pdf 

Date: March 2023