‫בס"ד‬
School of Communication
Introduction to Communication: Theories and models
63-001-18
Lecturer: Shani Horowitz-Rozen
Course type: Introductory course Year: 1st year
School year: 2014 Semester: 2nd Credits: 3 annual credits (lecture & section)
Office Hours: Monday, 10:30-11:30
Office: Building 109, room 2
Office phone: 03-7384303
Email: shanihz@gmail.com
A. Course objectives and purposes:
This course will introduce the students to the central theories and models in current communication
research. The course will emphasize theoretical aspects and will extend the discussion to relevant
updated case studies and events The course seeks to deepen understanding of the media,
including their technological and social functions, their characteristics, and their effects
B. Course Topics: 6 Major Parts
1. What is communication? Definitions, theories and models
2. Media and Society: Historical, social, economic and technological aspects
3. New media: changes and challenges.
4. The media as an institution: Society and the government
5. Mass society and mass communication: Theories of media effects
6. Persuasive communication: Advertising and public relations
C. Course Pedagogical Tools
The class lectures and exercise sections will include slide presentations, video clips, as well as
discussions based on thought-provoking questions and homework readings.
D. Course Requirements and Final Grading*
1. Class presentation and active class participation: 20%.
2. Mandatory attendance in the smaller sections.
3. Doing the readings for each class.
4. Paper – (10-12 pages). Specific guidelines will be announced in class: 30%.
5. Final, end-of-course exam -- including lecture material, section discussions and bibliography:
50%.
* The presentation will include applying the weekly reading to a current event.
More details will be provided in the first class session.
* No more than 6 discrete session absences are permitted for the entire course.
* Students must receive a minimum grade of 60 in each requirement to pass the course.
E. Course Program
Lecture topics and readings
The readings with an asterisk* are optional
1
What is communication? Definitions, theories and models
Lecture 1: What is Communication?
Fiske. J. (1982). Introduction to Communication Studies. London: Methuen. (chapter 1 pp. 1-5)
302.2 FIS i (178592)
& offprint (595918)
Lecture 2: Between interpersonal and mass media: How do we communicate?
Knapp, L.M. & Hall, J.A. (2009). Nonverbal communication in human interaction, 7th ed. Boston,
MA: Wadsworth Publishing. (chapters 1 & 12, pp. 3-24, 409-439).
302.222 KNA n (220531) – 1st edition, 1972
302.222 KNA n2 (112212) – 2nd edition, 1978 – Education library
Lectures 3-4: Models of Communication
Bryant, J. & Thompson, S. (2002). Fundamentals of media effects, Boston, MA: McGraw-Hill.
(Chapter 1, pp 3-20).
Reserved under BRY f2 (1022238) – 2nd edition, 2013
Sparks, G.G. (2006). Media effects research: A basic overview, 2nd ed. Australia: Thomson
Wadsworth. (chapter 1, pp.1-19).
Reserved under SPA m4 (1022239) – 4th edition, 2013
Carey, J. W. (1988). A cultural approach to communications, in Carey, J., Communication as
culture London: Routledge. (Chapter 1, pp. 13-36).
Reserved under CAR (017111)
& offprint (157731)
Media and society: Historical, social, economic and technological aspects
Lectures 5-6: Historical, Social, Economic and Technological aspects
Carey, J.W. (1967). Harold Adams Innis and Marshal McLuhan, Antioch Review, 27, (pp. 5-39).
Available via Google scholar
http://www.jstor.org/stable/pdfplus/4610816.pdf
McLuhan, M. (1964). Understanding media: The extension of man, NY: McGraw-Hill. (Chapters 1 &
2, pp 3-40).
Reserved under MAC-LUH (258333)
Sparks, G.G. (2006). Media effects research: A basic overview, 2nd ed. Australia: Thomson
Wadsworth. (Chapter 12, pp 280-300).
Reserved under SPA m4 (1022239) – 4th edition, 2013
(*) Carey, J. W. (1992) Technology and ideology. Communication as culture, London: Routledge,
(Chapter 8, pp. 155-178).
Reserved under CAR (017111)
New media: Changes and challenges
Lecture 7: Internet: Social and technological aspects
Mayer J.D. and Cornfield, M. (2003). The New Media, in Rozell, J. M. (Ed.) Media power, media
politics . (pp. 297-318).New York: Rowman & Littlefield Publishers.
320.014 MED 2008 (2289257) – 2nd edition, 2008
Neuman, W.R., Bimber, B. and Hindman, M. (2011). The Internet and Four Dimensions of
Citizenship, in: Shapiro, R.Y. and Jacobs, L. (eds.), The Oxford Handbook of American Public
Opinion and The Media (pp. 22-42). New York: The Oxford University Press Inc.
Reserved under OXF 2011 (2128072)
2
Lecture 8: Cultural Imperialism
Seongcheol, K. (1998). Cultural Imperialism on the Internet, The Edge: The E-Journal of
Intercultural Relations, 1(4). http://www.hart-il.com/biz/theedge
(*) Tomlinson, J. (2002). Four Ways to Talk about Cultural Imperialism, in McQuail, D. (ed.)
McQuail’s Reader in mass communication theory (pp. 223-226). London: Sage.
Reserved under MCQ (2232923)
The Media as institution: Society and the government
Lectures 9-10: Media-Government relationships
Dennis, E.and J. Merrill (2006). Media-Government Relationship, in Dennis, E.& Merrill, J., Media
Debates,4th ed. (pp. 20-33). New York: Longman.
302.230973 DEN m4 (2289259)
Nerone, J. (2002). Social Responsibility Theory, in McQuail’s Reader, op. cit., (pp. 185-192).
Reserved under MCQ (2232923)
Howard, R., Grazer, B., Fellner, E. & Bevan, T.(Producers) & Howard, R. (Director). (2008).
Frost/Nixon [motion picture]. USA: Universal pictures & Imagine entertainment.
Lecture 11-12: The structural-functional approach and Neo-Marxist approaches
Wright, C.R. (1960). Functional analysis and mass communication, Public opinion quarterly, 24,
605-620.
ejournal (201129)
Gitlin, T. (1979). Prime-time ideology: The hegemonic process in television entertainment, Social
problems, 26, 251-266.
journal + ejournal (202329)
(*) Benjamin, W. (1936). The work of art in the age of mechanical reproduction, Retrieved from the
internet on Nov. 30, 2011:
http://www.marxists.org/reference/subject/philosophy/works/ge/benjamin.htm
Lecture 13: The Journalistic profession
Bennett, L. W., and Serrin, W. (2007). The Watchdog Role of the Press, in Graber, D. A. (ed.),
Media Power in Politics (pp.326-336). Washington, D.C: CQ Press.
Reserved under MED 2007 (2205239)
Janowitz, M. (1988). The Journalistic profession and the mass media, in: Selection of articles in
communication (pp. 74-86), Jerusalem: Hebrew University.
in: Culture and its creators : essays in honor of Edward Shils / edited by Joseph Ben-David and
Terry Nichols Clark
301 CUL 1977 (158813)
+ offprint (152292)
(*) Dennis, E. E. & Merrill J.C. (2006). Media debates: Great issues for the digital age. (chapter 17).
Belmont, CA: Wadsworh Publishing.
302.230973 DEN m4 (2289259)
Clooney, G,, Wagner, T. & Heslov, G. (producers) & Clooney, G. (director). (2005). Good night and
good luck [motion picture]. USA: Warner Independent Pictures (WIP),
Lecture 14: News: definitions, components & routines
Just, M.R. (2011). What's News: A View from The Twenty-first Century, in R. Y. Shapiro and L. R.
Jacobs (eds.), The Oxford Handbook of American Public Opinion and the Media (pp.105-120).
New York: Oxford University Press Inc.
Reserved under OXF 2011 (2128072)
3
Galtung, Y., & Ruge, M.H. (1965). The structure of foreign news: The presentation of the Congo,
Cuba and Cyprus crises in four Norwegian newspapers, Journal of peace research, 2, 64-90.
ejournal (225522)
Molotch, H. and Lester, M. (1974). News as purposive behavior, American sociological review, 39,
101-112.
journal + ejournal (227200)
(*) Tuchman, G. (1973). Making news by doing work: Routinizing the unexpected, The American
journal of sociology, 79(1), 110-131.
journal + ejournal (227187)
Lecture 15: Elite vs. Popular press
Lehman – Wilzig, S. & Seletzky, M. (2010). Hard news, soft news. 'general' news: The necessity
and utility of an intermediate classification. Journalism, 11, 1, 97-56.
ejournal (2232089)
(*) Baum, M. A. and Jamison, A. (2011). Soft News and the four Oprah effects, in R. Y. Shapiro,
and L. R. Jacobs (eds.), The Oxford Handbook of American Public Opinion and The Media (pp.
121-137). New York: Oxford University Press Inc.
Reserved under OXF 2011 (2128072)
(*) Gans, H. J. (2010). News & the news media in the digital age: Implications for democracy,
Daedalus, 39(2), 8-17.
journal
Lecture 16: Media events
Katz, E. and Dayan, D. (1985). Media events: On the experience of 'not being there', Religion, 15,
305-324.
ejournal (201790)
Katz, E. and Liebes, T. (2007). No more peace! How disaster, terror and war have
upstaged media events, International Journal of Communication, 1, 157-166.
ejournal (288331)
Mass society and mass communication: Theories of media effects
Lecture 17: Theories of powerful media effects
Sparks, G.G. (2006). Media effects research: A basic overview, 2nd ed. (chapter 3, pp. 43-62).
Australia: Thomson Wadsworth.
Reserved under SPA m4 (1022239) – 4th edition, 2013
Lectures 18-19: Theories of limited media effects: uses and gratifications theory and the
two step flow of communication
Bryant, J. & Thompson, S. (2002). Fundamentals of media effects (Chapter 8, pp.TBA). Boston,
MA: McGraw-Hill.
Reserved under BRY f2 (1022238) – 2nd edition, 2013
Lazarsfeld, P.F., & Merton, R.K. (1948). Mass communication, popular taste and organization
social action, in Bryson, L. (Ed.), The communication of ideas (pp. 95-118). NY: Harper & Row.
offrint (2228282)
Katz, E. (1957). The two step flow of communication: An up-to-date report on a hypothesis, Public
Opinion Quarterly, 21, 61-78.
ejournal (201129)
4
Rubin, A.M. (2002). The uses and gratifications of media effects. In: J. Bryant & D. Zillman (Eds.).
Media effects: Advances in theory and research (pp. 525-548). Mahwah, New Jersey: Lawrence
Erlbaum Associates, Publishers.
Reserved under MED 2002 (2228528)
Lectures 20-22: Moderate to powerful media effects: Agenda setting, framing, priming, and
the spiral of silence
McCombs, M.E., & Shaw, D.L. (1972). The agenda setting function of the mass media, Public
Opinion Quarterly, 36, 176-187.
ejournal (201129)
Entman, R. (1993). Framing: Toward clarification of a fractured paradigm, Journal of
communication, 43, 51-58.
ejournal (288331)
Scheufele, D. A. (1999). Framing as a theory of media effects, Journal of communication, 49(1),
103-122.
ejournal (288331)
Bora, P. (2011). Conceptual issues in framing theory: A systematic examination of a decade's
literature, Journal of communication. 61, 246-263.
ejournal (288331)
Noelle-Neumann, E. (1974). The spiral of silence: A theory of public opinion, Journal of
communication, 24(2), 41-51.
ejournal (288331)
(*) Nelson, Thomas E. (2011). Issue Framing, in Shapiro, R.Y. and Jacobs, L. R. (eds.). The
Oxford handbook of American public opinion and the media (pp. 189-203). New York: Oxford
University Press Inc.
Reserved under OXF 2011 (2128072)
(*) Wolfe, M., Jones, D. B. & F. M. Baumgartner, (2013). "A failure to communicate: Agenda setting
in media and policy studies". Political communication, 30 (2), 175-192.
ejournal (202212)
(*) Entman, R. M. (2012). Scandal and silence: Media responses to presidential misconduct.
Cambridge: Policy Press, 1-47 (chapters 1, 2, pp. TBA).
N/A
(*) Glazier, R. A. & A. E. Boydstun, (2012). "The president, the press, and the war: A Tale of two
framing agendas", Political communication, 29 (4), 428-446.
ejournal (202212)
Lecture 23: Reality construction: Social learning and Cultivation theory
Bryant, J. & Thompson, S. (2002). Fundamentals of media effects (Chapter 6, pp 108-120).
Boston, MA: McGraw-Hill.
Reserved under BRY f2 (1022238) – 2nd edition, 2013
Bandura, A. (2002). Social cognitive theory of mass communication. In: J. Bryant & D. Zillman
(Eds.). Media effects: Advances in theory and research (pp.121-154). Mahwah, New Jersey:
Lawrence Erlbaum Associates, Publishers
Reserved under MED 2002 (2228528)
Vidmar, N. & Rokeach, M. (1974). Archie Bunker’s bigotry, Journal of communication, 24, 36-74.
ejournal (288331)
5
Gerbner, G. (1989). Cultivation analysis: An overview, Mass communication & society, 1, 175-194.
Available via Google scholar
http://www.pwsz.krosno.pl/download/gfx/pwszkrosno/pl/defaultaktualnosci/675/5/1/s08a_lk_cultivati
on_overview_gerbner.pdf
Gerbner, G. and Gross, L. (1976). Living with television: The violence profile, Journal of
communication, 20(2), 172-199.
ejournal (288331)
Lecture 24: Moderate media effects: cultural – critical approaches
Fiske, J. (1986). Television: Polysemy and popularity. Critical studies in mass communication, 3,
391-408.
Available via Google scholar
http://jat.uky.edu/~jhertog/CJT_765/Readings/Fiske1986_TVPolysemyPopularity.pdf
Liebes, T. (1988). Cultural differences in the retelling of television fiction, Critical studies in mass
communication, 5, 277-292.
N/A
Radway, J. (1984). Interpretive communities and variable literacies: The functions of romance
reading, Daedalus,113, 49-73.
journal
Persuasive communication: Advertising and public relations
Lecture 25: Advertising: categories, effects and cultural aspects
Schudson, M. (1984). Advertising as capitalist realism, Advertising: The uneasy persuasion (pp.
209-233). New-York: Basic Books.
Reserved: under SCHU (12105)
+ offprint (353405)
*Jamieson, K. H. and Campbell, K. K. (1997). Persuasion through Advertising, The Interplay of
Influence: News advertising, politics and the mass media (pp. 215-245). Belmont, CA: Thomson
Wadsworth.
302.23 JAM i5 (822288) – 5th edition, 2001
Newsom, D., VanSlyke, J, D. Kruckenberg & Turk, J. (2006). This is PR: The realities of public
relations (9th ed.), (pp. 1-32). Belmont, CA: Wadsworth .
Reserved: under NEW (2371582)
Lecture 26: Summary and review for final exam
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6