DEPARMENT OF MASS COMMUNICATION
FORMAN CHRISTIAN COLLEGE (A CHARTERED UNIVERSITY)
Course Information:
Course Title:
Course Code:
Semester:
Section:
Room #:
Class Timings:
Instructor Information:
Theories of Mass Communication
MCOM 409
Fall 2015
A
E-228
Mon, Wed, Fri 2:00-2:50
Name:
Office Room:
Office Timings:
Email:
Blog
Anam Muzamill
19 Sinclair
Mon, Wed, Fri 12:00-1:00
anammuzamill@fccollege.edu.pk
www.anammuzamill.wordpress.com
(3 Credits)
Course description:
The course of mass communication theories has been designed to develop an
understanding of the fundamental theories and models to mass communication. The course will also provide an
opportunity to discuss main themes and approaches of mass communication. The course will discuss the mass
communication theories by categorizing them as: production, consumption, effects and socialization theories.
Learning Goals:
Students would be able:
To understand theoretical foundations of Mass Communication
To explore the relationship between Mass Media Theory and Research
To compare and critically evaluate different schools of thought of Mass Communication Theory
To evaluate content and working of national and international media in theoretical respects
Week
1.
2.
3.
4.
5.
6.
7
8
9
Topic
Conceptualizing Theory
 Defining theory
 Approaches to Define theory
 Functions of Theories
 How theories can be evaluated
 Approaches of Theory Building
 Theory and Paradigm
 Four main categories of Communication
Theory
Five Eras of Mass Communication Theories
Normative Theories
 Authoritarian Theory
 Libertarian Theory
 Chicago School
 Totalitarian Media Theory
 Social Responsibility theory
 Civic/ Public Journalism
Activity
--Lecture
Mass Society Theory
 Historical & Contemporary Concepts
 Gemeinschaft & Gesellschaft
Propaganda Theories
 Classic and Contemporary Propaganda
Theories (Herman & Chomsky Propaganda
Model)
 Contributions of Lasswell & Lippmann
Limited Effect Paradigm
 Two-Step Flow Theory
 Attitude
Change
Theory,
Selective
Processes
 Contributions of Carl Hovland and Paul
Lazarsfeld
 Assumptions & Drawbacks of Limited
Effect Paradigm
Middle Range Theories
 Information Flow Theory
 Information (Innovation) Diffusion theory
 Phenomenistic Theory
Media & Socialization
 Catharsis
 Social Learning
 Social Cognitive Theory
 Media Modeling
 Cultivation
Analysis-Cultivation
of
Perception of Social Reality
Critical and Cultural Theories
 Marxist Theory
 Theory of Culture Industry
--Quiz 1
-- Lecture
--Discussion classic and contemporary
propaganda movies & popular culture

Political Economy Theory
--Lecture
--Class Activity on Deductive and Inductive
Reasoning
--Lecture
--Discussion on
Media
performance
Framework
&
Normative
--1st Assignment Due
--Lecture & Class Discussion
Mid-Term Exam
-Short Videos
--Debates on Frankfurt and Birmingham
School of thought
--Short Videos & Lecture
10
11
12






Media Ecology: Medium is the Message
Knowledge Gap Hypothesis
Agenda Setting theory
Spiral of Silence
Uses and Gratification Theory
Reception Analysis
Lecture & Discussion
Assignment 2 Due
Lecture & Discussion
Lecture & Discussion
13
Revision
14
15
Presentations
Final Exam
Recommended Readings:
Baran,J,S., & Dennis,K,D.(2006).Mass Communication Theory.(ed. 4th).Thomas Wardsworth
Mcquail, D.(2005).Mass Communication Theory.(ed.5th).New Delhi:Vistaar Publications
Strinati,D.(2002).An Introduction to Theories of Popular Culture.London:Routledge
Class Policies:
1. Class Attendance
Students are expected to attend all classes and laboratory sessions in courses for which they are registered. Students
who miss classes are far less likely to succeed in meeting the requirements of the course. Each teacher outlines his or
her expectations for class attendance in the course syllabus. Teachers are expected to keep accurate records of
student attendance. If a student does not attend a minimum of 67% (or the percentage set by the instructor on the
course syllabus) of the class and laboratory sessions, he/she will not be permitted to take the final examination in the
course. (http://www.fccollege.edu.pk/academics/standards-and-policies/baccalaureate-academic-policies)
-Attendance is 10 percent of total grade, no credit will be given below 67 %.
2. Respecting Deadlines
2.1 All assignments should be submitted on time & presentation should be delivered on the scheduled date. No work
would be accepted after deadline.
3. Assessments & Exams
3.1 No retake for any course activity. In case of emergency properly processed application along with the relevant
documents must be provided to the instructor.
4. Code of Conduct
4.1 Students would NOT be allowed to enter late in class.
4.2 Cell phones must be turned off otherwise phones will be confiscated.
4.3 Students would not be allowed to leave the class room without instructor’s permission.
5. Academic Integrity Policy
All students must abide by University Academic Integrity policies in case of violation (Cheating during exam,
Plagiarism, Falsifying the data in Research) ALL CASES WILL BE REPORTED TO ACADEMIC
INTEGRITY COMMITTEE. See the Details of Academic Integrity Policy in your Handbook
Grading/Evaluation:
Quiz
10 %
Presentation
Assignments
Final & Mid Term Exams
10 %
20 %
50 %
Attendance & Participation
Total
10 %
100 %
Grading Legend:
Grades
A
AB+
B
BC+
C
CD+
D
F
Quality Pts
4.00
3.70
3.30
3.00
2.70
2.30
2.00
1.70
1.30
1.00
0.00
Numerical Value
93-100
90-92
87-89
83-86
80-82
77-79
73-76
70-72
67-69
60-66
59 or below
Meanings
Superior
Good
Satisfactory
Passing
Fail