Francis Sowa, Fellow, CAMFF, UK, MCIPR, UK, Ph.D. , M. Phil, MA, BA (Hons.), Cert.
Department of Mass Communication
Fourah Bay College, Sierra Leone
Phones: +232 76866519, +23276866569 email: fsowa2007@yahoo.com, frantsat2005@gmail.com
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BASIC MASS COMMUNICATION THEORY
DIPLOMA 1
COURSE SYLLABUS & OUTLINE FOR THE 2022-2023 ACADEMIC YEAR
Time and Class Venue: Wednesday 1- 11 p.m. Top Floor, Mass Communication
Building
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COURSE DESCRIPTION
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Introduction to the theories that have guided research and discourse in
communication in general but with a primary focus on mass communication,
including agenda-setting, uses and gratifications, social learning, moderate effects,
diffusion of innovations, etc. Students will be introduced to the various explanations
of how communication/media messages influence behaviour and attitude, and how
audiences
also
influence
the
nature
of
media
content.
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COURSE OBJECTIVES
Objective 1: To equip students with the fundamental theories that underpin media
communication practices in the industry.
Objective 2: To expose students to the original four normative theories of what the
press should be and do in a democratic society.
Objective 3: To make students understand the fundamentals of critical theories in order
to provide an opportunity to develop the knowledge and skills required to become a
critical reader at their earlier stage of university learning.
LEARNING OUTCOMES
Outcome 1: Students will be able to demonstrate an understanding of the key theories
that support their knowledge of media and communication practices.
Outcome 2: Students will be able to demonstrate an understanding of the four theories
of the press and key additional theories.
Francis Sowa, Fellow, CAMFF, UK, MCIPR, UK, Ph.D. , M. Phil, MA, BA (Hons.), Cert.
Department of Mass Communication
Fourah Bay College, Sierra Leone
Phones: +232 76866519, +23276866569 email: fsowa2007@yahoo.com, frantsat2005@gmail.com
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Outcome 3: Students will be introduced to critical theories that will make them
understand the various explanations of how media messages influence behavior and
attitude, and how audiences also influence the nature of media content.
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REQUIRED TEXTS

McQUAIL, Denis & Deuze, Mark (2020).McQuail’s Media & Mass
Communication Theory
 Baran, S.J and Davis, D.K., (2010), Mass Communication Theory Foundations,
Ferment, and Future, Sixth Edition
 The Four Theories of the Press – Fred Siebert, Theodore Peterson and
Wilbur Schramm
 Communication Theories: Origins, Methods, and Uses in the Mass MediaWerner J. Severin and James W. Tankard, Jr.
 Introduction to Mass Communication: Media Literacy and Culture, Stanley J.
Baran
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RECOMMENDED READINGS



Media Today: An Introduction to Mass Communication (2009)- Joseph Turow
Modern Mass Communication (Concepts and Processes) (2007)-Deepak Nayyar
Dominick, Joseph R. (2002) The Dynamics of Mass Communication- Media in
the Digital Age,
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THEMES
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




Definitions and relevance of theories
Kinds/Categories/Schools/Eras of Theories
The effects debates
Normative theories
Critical, cultural and feminist theories
Francis Sowa, Fellow, CAMFF, UK, MCIPR, UK, Ph.D. , M. Phil, MA, BA (Hons.), Cert.
Department of Mass Communication
Fourah Bay College, Sierra Leone
Phones: +232 76866519, +23276866569 email: fsowa2007@yahoo.com, frantsat2005@gmail.com
______________________________________________________________________
TESTING AND EVALUATION
Students are reminded that attendance and participation in class discussion contribute
to improved learning. Hence, there will be about 10% for participation and in-class
activities. Students who do not participate in class discussions and activities do not earn
participation points. All assigned readings, papers, and presentations must be
completed on time to avoid losing points. Evaluation and final grades will be based on
the following:
Continuous Assessment (Attendance and Participation, exercises, test ………......30%
Final Examination ....................................................................................................70%
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GRADING SCHEME
A= 70-100%; B+ = 65-69% , B= 60-64%, B- = 55-59%, C+ 50-54; C=46-49; C-40-45;
D=35-39%; E=30-34; F=below 30%
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INSTRUCTIONAL MODE
Several instructional methods will be used, including lectures, discussions, social media
platforms, peer teaching and student demonstrations. Ample opportunities will be
provided for practical exercises in and out of class, including evaluation of presentations
and class activities.
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STUDENT REQUIREMENTS
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 Class attendance and participation.
 Presentation/Exercises
 Midterm test
 Final examination
 Extensive readings from the required as well as the recommended texts
Appropriate behavior and appropriate choices of language are expected of students at
all times.
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ATTENDANCE POLICY
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Francis Sowa, Fellow, CAMFF, UK, MCIPR, UK, Ph.D. , M. Phil, MA, BA (Hons.), Cert.
Department of Mass Communication
Fourah Bay College, Sierra Leone
Phones: +232 76866519, +23276866569 email: fsowa2007@yahoo.com, frantsat2005@gmail.com
Students are expected to attend every session of the course. Unexcused absences may
lead to a deduction of participation points. Excessive absences and the lack of
participation in class activities will affect the successful completion of the course.
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COURSE OUTLINE
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The lectures and discussions in this class will be guided by the following outline.
Changes and modifications in the outline, if necessary, and depending on the number of
students enrolled, will be announced. Students with special needs are encouraged to
schedule a conference with the instructor as early in the semester as possible.
Week 1: Introduction, Definitions, Role of Theory and Goals of Mass Communication
Theory
Week 2: Week 3: Categories/Kinds/Schools, Eras of Theories and the Effect Debate
Week 3: Week 3: Categories/Kinds/Schools, Eras of Theories and the Effect Debate
(Cont.)
Week 4: The Magic Bullet/Stimulus Response/Hypodermic Needle Theory
Week 5: Two-Step Flow Theory and Attitude Change Theory
Week 6: The Uses and Gratification Theory and Agenda Setting Theory
Week 7: Dependency Theory and Spiral of Silence Theory
Week 8: Social Cognitive Theory and Social Learning Theory
Week 9: Cultural Theory and Critical Cultural Theory
Week 10: Normative Theories: Authoritarian Theory of the Press, and the SocialistCommunist Theory of the Press
Week 11: Normative Theories: Libertarian Theory of the Press and the Social
Responsibility Theory of the Press
Week 12: The Democratic-Participant Theory and the Development Media Theory
Week 13: Feminist Theory
Week 14: Revision
Week 15: Revision
Francis Sowa, Fellow, CAMFF, UK, MCIPR, UK, Ph.D. , M. Phil, MA, BA (Hons.), Cert.
Department of Mass Communication
Fourah Bay College, Sierra Leone
Phones: +232 76866519, +23276866569 email: fsowa2007@yahoo.com, frantsat2005@gmail.com