THEORY OF MASS COMMUNICATION (2 Credits)

Learning Outcomes:

On successful completion of this course, student will be able to: LO1 – define Key mass communication theories, including their historical context, foundational principles, and key proponents; LO2 – apply Apply mass communication theories to diverse media contexts, demonstrating the ability to connect theoretical concepts with real-world media practices and phenomena; LO3 – analyze Analyze and evaluate the relevance and limitations of different mass communication theories in understanding media phenomena.

Topics:

1. Additional Theories and Concept;
2. Agenda Setting Theory;
3. Critical Cultural Perspectives: Interpretations of Media Influences on Individuals and Society;
4. Early Theories of Mass Communication;
5. Gatekeeping Theory;
6. Selective and Limited Influences;
7. The Concept of Mass Society;
8. The Philosophy of Mass Communication;
9. The Press and Public Opinion;
10. Theories and Influences on Individuals;
11. Theory of Audience;
12. Two-step Flow Theory;
13. Social cognitive theory.