Course: MAC 202 THEORIES OF MASS COMMUNICATION (3 CreditsCompulsory)
Course Duration: Three hours per week for 15 weeks (45 hours) as taught in the
2010/2011 session
Lecturer: Azeez, A.L;
Ph.D Communication Studies (UK);
M.Sc. Mass Communication (Lagos);
M.A International Law and Diplomacy (Lagos);
B.Sc. Mass Communication (Lagos);
NCE Language (Ilesha).
Department of Mass Communication,
Faculty of Communication and Information Sciences,
University of Ilorin,
Ilorin, Nigeria.
E-mail:
azeez_ogo_oluwa@yahoo.com
azeez.al@inilorin.edu.org
Office Location: Ground floor, Room3, Educational Technology Centre,
University of Ilorin, Ilorin Nigeria.
Consultation Hour: 1-3 pm (Mondays and Wednesdays)
Course Content
Ethical issues in mass communication; philosophical positions and historical content.
Issues in mass communication practice in Nigeria, code of ethics for journalist in
Nigeria. Rules imposed by historical, cultural, social and religious factors. Alternative
ways of evaluating and responding to moral problems in a variety of communication
situation. Press Council of Nigeria.
Course Description
This course is an integral or vital part of the postgraduate course titled “communication
Theories”. It exclusively focuses on the appraisal and critical analysis of the different
theories of mass communication, which are the systematic explanations of the elements
and process of mass communication. It examines the continuous development in mass
communication theories through studies that examine the nature, perspective, social
role of media, and importantly, the effect of the various messages of the mass media on
their audiences. Thus, it is a course that will expose students to the multi-disciplinary
perspectives of mass communication.
Course Justification
The primary aim of this course s to offer students a comprehensive grounding in mass
communication theories that, will give them the background knowledge and expertise
to confidently discuss and address a wide range of media and mass communication
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issues. In other words, the course seeks to equip students with the necessary ideas and
principles for understanding the mass media as a vital social institution; the idea and
principle with which they will be able to analyze and critically evaluate the practice and
the role of the media In the society.
Course Objectives
At the end of the course, student will be able to:
1. Understand the nature of mass communication theories;
2. Understand the scope and range of mass communication theories;
3. know and evaluate the component and research evidence for each of the mass
communication theories;
4. Digest the development of mass communication theories, especially the ones
concerning the effect of mass media;
5. Critically evaluate the application and practicability of mass communication
theories to real and concrete media event/ message in our society;
6. Develop written communication skills(how to write a well-documented
term/paper/essay) and become self-motivated independent learners.
Course Requirements
Students are expected to adhere strictly to the following:
1. Full participation in all course activities is a core determinant of overall
performance. Students are therefore expected to attend all lectures and practical
sessions, partake in all class discussions, quizzes, individual/group assignments
and the mid-semester test.
2. A minimum of 75% attendance qualifies students for writing the end of
semester examination in this course.
3. Lateness to class should be avoided as much as possible.
4. All written assignments must be word processed and sources consulted properly
cited.
5. Deadlines should be strictly observed. Late assignments will attract penalties.
6. Each student is expected to have a personal yahoo mail account into which
course information may be sent by the lecturer.
7. It is compulsory for all students to participate in all the practical and online
discussion sessions.
Methods of Grading
Students’ final grades will be evaluated based on all course activities broken down as
follows:
Criteria
Online Participation
Assignments/quizzes
Tests
Final examination
TOTAL
Score (%)
5
15
10
70
100
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Course Delivery Strategies
To achieve the objectives of this course, the lecturer will make use of the traditional
face to face mode of class room teaching. There will also be an on-line discussion
forum for student’s participation.
Lecture Contents
Week 1: The Nature of Theory
Objective
At the end of this week, it is expected that students will display adequate knowledge of
what mass communication theory is about.
Description
First Hour
Distinguishing theories from theory
Meaning/definitions of theory
Second Hour
Components/elements of theory-concept
Criteria for evaluating theories
Function of theory
Third Hour
Facts about theories
Scope of mass communication
Study Questions
1. How can you distinguish a lay-man or a common-sense use of theory from a
professional or practitioner use of the concept?
2. What is the difference between theory as a countable noun and theory as an
uncountable noun?
3. What are the main elements of theory? Briefly explain each of the elements.
4. Theories in any field have their scope and limitations. What are the limitations
of mass communication theories? How can you evaluate mass communication
theories in relation to how they perform the main functions or purposes of
theory
5. Mention five important facts about theory
Reading List
1. Littlejohn1, S.W. (2002) Theories of Human Communication, (7th ed.). Belmont,
CA: Wadsworth/Thomson Learning. Pp 18-32
2. Galtung1. J. (1967) Theories and Method of Social Research. London: George
Allen and Unwin Ltd. Pp 451-465
3. Williams1, K. (2003) Understanding Media Theory. London: Arnold. Pp 15-19.
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4. Severin1, W.J . and Tankard, J.W (2001) Communication Theories: Origin
Methods, and Uses in the Mass Media. (5th ed.). New York: Longman. Pp 50-60
Week 2: Distinguishing Theories, Models and Research.
Objective
This week’s lecture aims to familiarize students with the relationship between theories,
model and research.
Description
First Hour
Relationship between theory and research
Differences between Model and Theory
Second Hours
A review of communication model
Transmission models
Third Hours
Social system models
General model
Ritual or expensive model by James Carey
Study Questions
1. How does research relate to theory formulation?
2. How can you relate the elements of theory to the process of research?
3. Model and theory are usually interchangeably used. How can you differentiate
the two concept in terms of their meanings and functions?
4. Differentiate between the transmission model of communication and ritual
model of communication
5. Critically analyze the Shannon and Weaver’s theory
Reading List
1. Salwen1, M.N. and Stack, D.W. (1996) An Integrated Approach to
Communication Theory and Research. New Jersey: Lawrence Erlbaum
Associates, Publishers. Pp 1-32
2. Dennis2, M. and Windahl, S. (1981) Communication Models for the Study of
Mass Communication. London and New York: Longman. Pp 50-60Pp 1-36.
3. John2, f. (1990) Introduction to Communication Studies. (2nd ed.). New
York: Routledge. Pp 1-38
4. Williams2, K. (2003) Understanding Media Theory. London: Arnold. Pp 1519.
Week 3: Classification of Mass Communication Theories
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Objective
At the end of this session students will be able to classify the different mass
communication theories.
Description
First Hour
McQuuail’s four kinds of mass communication theories
Baran and Davis’s classification of Mass communication theories
Second Hour
General classification of mass communication
Third Hour
Cultural theory of media Normative theories- theories of the press
Study Questions
1. Examine the theories of persuasion/propaganda
2. Explain McQuial’s classification of mass communication theories. How is the
classification different from William Kelvin’s typology of mass communication
theories
3. Differentiate between macroscopic theories and microscopic theories of mass
communication
4. Explain the differences between empirical theories of mass communication and
common-sense theories of mass communication.
5. How can you generally classify mass communication theories?
Reeading List
1. McQuail2. D. (2000) Mcquail’s Mass Communication Theory. (4th ed.). London:
Sage. Pp 7-9
2. Baran1, S. and Davis. K. (2003) Mass Communication Theory: Foundation,
Ferment, And Future. 3rd (ed.). Belmont CA: Wadworth/ Thomson Leraning.
Pp31-3
3. Williams2, K. (2003) Understanding Media Theory. London: Arnold. Pp 15-19.
4. Bryant1, J. and Zillman, D. (Eds) (2002) Media Effects: Advance in Theory and
Research. London: Laerence Erlbaum Publishers
Week 4: Theories of Media Functions
Objective
This lecture is to enable students have a critical understanding the important role of the
media in affecting the different spheres of the society’s affairs
Description
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First Hour
Theories of media determinism
Second Hour
One step flow
Third Hour
Elite pluralism
Study Question
1. In what ways do the mass media affect and influence lives and knowledge
we have about life around us- our reality?
2. Political celebrities like Barak Obama and cultural celebrities like David
Beckham became what they are today through the media. To what extent do
you agree with this opinion? Using some of the theories we have learnt in
this week, explain how the media control what you know and what you can
know about these celebrities.
3. Explain the function analysis approach of mass entertainment theory
4. Examine the concept of the one step flow
5. How effective is the agenda setting theory in Nigeria
Reading List
1. Baran1, S. and Davis. K. (2003) Mass communication theory: Foundation,
Ferment, and Future. 3rd Ed.. Belmont CA: Wadworth/ Thomson Leraning.
Pp31-34
2. Severin1, W.J . and Tankard, J.W (2001) Communication Theories: Origin
Methods, and Uses in the Mass Media. 5th Ed.. New York: Longman. Pp 50-60
3. McQuail2. D. (2000) Mcquail’s mass communication theory. 4th editin. London:
Sage. Dennis, M. and Windahl, S. (1981) Communication Models for the Study
of Mass Communication. London and New York: Longman. Pp 50-60
4. Littlejohn1, S.W. (2002) Theories of Human Communication, (7th ed.). Belmont,
CA: Wadsworth/Thomson Learning.
Week 5: TEST
The mid-semester test is scheduled to hold this week. The test is designed to test
students everything taught in the past weeks
Week 6: Theories of Media Representation
The week’s lecture is designed to enable students acquire the general knowledge of the
various theories of media representation.
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Description
First Hour
Theories of media representations
Mirror theory-reflexive projective hypothesis/theory
Second Hour
Genre theory
Narrative theory
Theory of signification
Third Hour
Psychoanalysis theory of films(representations in films)-feminist perspective
Theories of media bias
Study Questions
1. Do the media accurately reflect the reality of our world or they put certain
constructed pictures of reality in our head? Explain your position with
appropriate theory of media representation.
2. In what ways do the media construct and distort our reality?
3. We now live in a world of signs and simulacra and our reality has imploded into
hypetelia, according to Jean Baudrillard. Do you agree with him?
4. How can you explain the role of the media in the creation of simulated
environment and how does the world of signs influence the ways you live your
life?
5. A majority of girls desperately aspire to attain the perfect body of celebrities
like Paris Hilton and Beyonce they see in glossy magazines resulting in many of
them having feeding problem-bulima and anorexia. Using a media theory
representation, how can you blame the media for this?
6. How effective does the National Television Authority, through its Network
News, set expectations with which it wants Nigerians to understand their
political reality, and make sense of their everyday life?
Reading List
1. Baran1, S. and Davis. K. (2003) Mass communication theory: Foundation,
Ferment, and Future. (3rd ed.). Belmont CA: Wadworth/ Thomson Leraning.
2. Severin1, W.J . and Tankard, J.W (2001) Communication Theories: Origin
Methods, and Uses in the Mass Media. (5th ed.). New York: Longman. Pp 5060
3. McQuail2. D. (2000) Mcquail’s Mass Communication Theory. (4th ed.). London:
Sage. Dennis, M. and Windahl, S. (1981) communication models for the study
of mass communication. London and New York: Longman.
4. Williams1, K. (2003) Understanding Media Theory. London: Arnold.
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Week 7: Theories of Audience and Media Effects
Objective
Students are expected at the end of this session to know the different theories
influencing the media and media effects.
First Hour
Evolution of media effects theories
Classifications of media effects
Second Hour
Limited effect theories/active audience perspective (based on ritual model of mass
communication)
Third Hour
Klapper’s phenomenistic theory
Study Questions
1. Trace the developments of the effect theories of the media from mass society
theory to the emerging new thinking about media audiences and the effects of
media messages on them
2. What are the main principles and assumptions underlining each of the major
landmark theories in the evolution and development of media effect paradigm?
3. Make an exposition on all the theories of all powerful effects of media.
4. You are constantly exposed to a campaign persuading you to abstain from
casual sex because of the danger of contracting AIDS, however you are not
persuaded and your attitude about casual sex and habit of having unprotected
sex do not change. Using both the theoretical frame work on persuasion and
attitudinal change, explain why the campaigner thinks he will be able to change
your habit and attitude. On the other hand explain why the campaigners
message does not have an on you, using an appropriate theoretical frame work.
5. Did you adopt or accept the use of GSM (mobile phone) at the earliest stage of
its introduction in Nigeria? Was it the media or your peer that contributed to
your earliest acceptance of the innovation? Use a social relationship theory to
justify the process and the pattern by which you accepted the innovation?
Reading List
1. Baran1, S. and Davis. K. (2003) Mass Communication Theory: Foundation,
Ferment, and Future. (3rd ed.). Belmont CA: Wadworth/ Thomson Leraning. Pp
60-70
2. Severin1, W.J . and Tankard, J.W (2001) Communication Theories: Origin
Methods, and Uses in the Mass Media. (5th ed.). New York: Longman. Pp 70-80
3. McQuail2. D. (2000) Mcquail’s Mass Communication Theory. (4th ed.) London:
Sage.
4. Defleu1, M. L.; Sandra, J.; and Ball, R. (1989) Theories of Mass
Communication. NY: Longman. Pp 40-45
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Week 8: Critical/Marxist Theories of the Media
Objective
At the end of this lecture, it is expected that students will display adequate knowledge
of the fundamentals of the Marxist theory of the media.
Description
First Hour
What are the critical/Marxist theories of the media all about?
Second Hour
Political economy theory-theory of media ownership and control
Theory of semiotics
Third Hour
Cultural theories of the media
Study Questions
1. Discuss the main propositions of Critical/Marxist theories of the media
2. Relate the main propositions of the Frankfurt school with the political economy
theory of the media
3. What differentiate the Gramsci’s theory of hegemony and Frankfurt schools’s
proposition and political economy theory of the media?
4. Media as the cultural industries homogenized and comodified their product;
they create commodity fetishism of their product, making media consumer
value the exchange value more than the real value of their product. Discuss this
assumption with appropriate examples, pointing out the critical views of then
assumption.
5. What are the main differences between the active audience perspective and the
passive audience perspective?
6. What are the main propositions of Fiske’s revisionist view of media audience?
Are the views not too extreme? How can you review the views?
Reading List
1. Williams2, K. (2003) Understanding Media Theory. London: Arnold.
2. Baran1, S. and Davis. K. (2003) Mass Communication Theory: Foundation,
Ferment, and Future. 3rd Ed.. Belmont CA: Wadworth/ Thomson Leraning.
3. Severin1, W.J . and Tankard, J.W (2001) Communication Theories: Origin
Methods, and Uses in the Mass Media. 5th Ed.. New York: Longman. Pp 50-60
4. Taylor4, P.A and Harris, J. (2008) Critical Theories of Mass Media: Then and
Now. Berkshire: Open University Press.
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Week 9: Theories of Television Violence
Objective
Here, the objective is to enable students gain further understanding of some basic
theories forming the basis of different television violence
First Hour
Aggressive cues/arousal theory
Second Hour
Catharsis theory
Reinforcement theory- a revisit to social learning and modeling theory
Third Hour
Disinhibition theory
Study Questions
1. Theoretically, relate the increasing rate of crime being committed by the
teenage boys in our nation to their heavy and constant exposure to sex films
2. The more I watch pornography, the less and less I get aroused and exited. How
can you theoretically explain my problem?
3. My uncle watches a lot of wrestling, but he is a complete gentle man, whom I
have never seen battering his wife how can you discredit or debunk the widely
propagated proposition of feminist that domestic violence is attributed to
violence on television, using the theoretical frame work of television violence
4. Relate the Disinhibition theory to television violence
5. You are bombarded day in day out with a radio campaign message that
seemingly aims at persuading you to accepting the that Bukola Saraki’s
administration has ameliorated or eradicated the problem of power outage in
Kwara State, but as you are bombarded wit the message you are experiencing
cinstant unprecedented epileptic power/electricity supply in your locality. Using
Hall’s encoding and decoding model, explain how you and many other people
in kwara state will react to this message?
Reading List
1. Williams2, K. (2003) Understanding Media Theory. London: Arnold.
2. Baran1, S. and Davis. K. (2003) Mass Communication Theory: Foundation,
Ferment, And Future. 3rd Ed.. Belmont CA: Wadworth/ Thomson Leraning.
3. Severin1, W.J . and Tankard, J.W (2001) Communication Theories: Origin
Methods, and Uses in The Mass Media. 5th Ed.. New York: Longman.
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Week 10: Theories of Persuassion/Propaganda and Attitude Change
Objective
It is expected that students, by the end of this week, will be understand the power
behind every persuasive or propagating message.
First Hour
Aristotelian rhetorical theory
The yale tradition/studies
Second Hour
Elaborate Like hood model
Inoculation theory- Hypodermic needle theory revisited.
Third Hour
Cognitive consistency and mass communication
Study Questions
1. What are the main construct and propositions of Aristotelian rhetorical theory?
2. Many people living in contemporary media saturated society are bombarded by
mass media messages, many of them attempting to persuade them to something.
Using a theoretical framework, explain how many people deal with the massive
media messages by describing how they are persuaded or dissuaded?
3. Compare any theory of advertising that you know to any Mcgruire’s
information processing theory?
4. Criticize the Lasswell’s propaganda theory
5. What does the Osgood congruity theory states
Reading List
1. Baran1, S. and Davis. K. (2003) Mass Communication Theory: Foundation,
Ferment, and Future. (3rd ed.). Belmont CA: Wadworth/ Thomson Leraning. Pp
60-70
2. Severin1, W.J . and Tankard, J.W (2001) Communication Theories: Origin
Methods, and Uses in the Mass Media. (5th ed.). New York: Longman. Pp 70-80
3. McQuail. D. (2000) Mcquail’s Mass Communication Theory. (4th ed.) London:
Sage.
4. Defleu2, M. L.; Sandra, J.; and Ball, R. (1989) Theories of Mass
Communication. NY: Longman. Pp 40-45
Week 11: Normative Theories of Media in the Society
Objective
This week’s lecture aims to look at the various theories of the press.
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Description
First Hour
Philosophical root of the theories of the press
Second Hour
Authoritarian concept
Communism concept
Third Hour
Social responsibility theory
Soviet communist theory
Study Questions
1. Compare and contrast libertarian and authoritarian theories
2. Which theory of the press appropriately describes the media system in Nigeria
during the military era and during the present democratic regime?
3. Justify your views with concrete evidence.
4. Explain the major philosophical assumptions underlining each of the theories of
the press
5. What do you think is the main idea behind the information bill that took many
years before it was signed by the present administration of the federal
government?
6. The market place of idea is synonymous to Herberma’s idea of public sphere.
Do you agree or disagree? Justify your position.
Reading List
1. Williams4, K. (2003) Understanding Media Theory. London: Arnold.
2. Baran1, S. and Davis. K. (2003) Mass Communication Theory: Foundation,
Ferment, and Future. 3rd Ed.. Belmont CA: Wadworth/ Thomson Leraning.
3. Severin1, W.J . and Tankard, J.W (2001) Communication Theories: Origin
Methods, and Uses in The Mass Media. 5th Ed.. New York: Longman.
4. McQuail2. D. (2000) Mcquail’s Mass Communication Theory. 4th editin.
London: Sage. Study the (5th ed.).
5. Sibert2, F.R., Peterson, T. and Schramn, W. (1972) Four Theories of the Press.
Chicago: University of Illinois Press. Pp 100-115
Week 12: Emerging Theories on New Media
Objective
The objective of this session is to take a look at some new theories emanating in the
media in contemporary era.
Description
First Hour
Convergence theory
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Second Hour
Roger’s fidler’s idea of mediamorphosis
Globalization and the internet
Third Hour
Cultural imperialism
Study Questions
1. What is cultural imperialism? In what ways do the new media contribute to its
perpetuation
2. How does the internet enhance transnationalism and the concept of global
village?
3. What does the Roger’s fidler’s idea of mediamorphosis state
4. Identify 5 characteristics of the convergence theory
5. What can you attribute to the federal government’s refusal to assent the bill and
sign it into law/ is there any rationale for the refusal?
Reading List
1. Severin1, W.J . and Tankard, J.W (2001) Communication Theories: Origin
Methods, and Uses in the Mass Media. (5th Ed.). New York: Longman.
2. McQuail4. D. (2000) Mcquail’s Mass Communication Theory. (4th ed.).
London: Sage. Study the 5th Ed..
WEEK 13: Test
Week 14 & 15
Objective
This is the last lecture week for this course. The week is aimed at preparing students for
the final examination through a vigorous revision. This will be achieved through an
interactive question and answer session.
Revision Questions
1) Media messages are often structured in dominance. However, communication
process involves tension and negotiation between encoder’s dominant meanings
and decoder’s reading strategies; thus, as a discursive process, media messages
do not have a total closure of meaning - meanings of media messages are
polysemic.
(a) Explain this proposition with Hall’s encoding and decoding model.
(b) Compare the proposition with the earlier all-powerful effect theories of
the media.
(c) Relate Hall’s idea on “different meaning structure and framework of
knowledge of different situated members” to selective principles with a
good illustration.
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2) The media are not absolutely or sufficiently powerful to change people’s
opinion, attitudes and values. Explain this observation with a detailed and
illustrated elucidation of:
(a) Klapper’s summary of limited effect propositions
(b) Selective Influence Theory.
3) The effects of the media on people could be understood from the way people
make use of the media. Discuss this proposition with a comparative analysis of
dependency theory on one hand, and uses and gratification theory on the other
hand.
4) Discuss the debate on media representations as accurate reflection of reality,
distorted picture of reality or construction of reality in our society, using all the
appropriate theories to explain the effect of such distortion on the audiences.
5) The media is the message. Explain the theory from which this axiom was
drawn, illustrating your explanation with at least one international media event.
6) Discuss, theoretically, how you and your friends adopted the innovation of
using mobile phone and some habits you are exposed to in the media
7) What are the main principles and assumptions underlining each of the major
landmark theories in the evolution and development of media effect paradigm?
8) What are the main construct and propositions of Aristotelian rhetorical theory?
9) What are the main elements of theory? Briefly explain each of the elements.
10) Theories in any field have their scope and limitations. What are the limitations
of mass communication theories? How can you evaluate mass communication
theories in relation to how they perform the main functions or purposes of
theory.
11) Compare and contrast libertarian and authoritarian theories
12) Which theory of the press appropriately describes the media system in Nigeria
during the military era and during the present democratic regime?
Reading List
1. Littlejohn1, S.W. (2002) Theories of Human Communication, (7th ed.). Belmont,
CA: Wadsworth/Thomson Learning. Pp 18-32
2. Williams4, K. (2003) Understanding Media Theory. London: Arnold. Pp 15-19.
3. John2, f. (1990) Introduction to Communication Studies. (2nd ed.). New York:
Routledge. Pp 1-38
4. McQuail2. D. (2000) Mcquail’s mass communication theory. (4th ed.). London:
Sage.
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5. Baran1, S. and Davis. K. (2003) Mass Communication Theory: Foundation,
Ferment, and Future. 3rd Ed.. Belmont CA: Wadworth/ Thomson Leraning.
6. Taylor4, P.A and Harris, J. (2008) Critical Theories of Mass Media: Then and
Now. Berkshire: Open University Press.
Key:
1. Available in the University Library
2. Available in local bookshops
3. Available on the web
4. Personal collection
5. Departmental library
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