1. THEORIES OF COMMUNICATION
Subject code – 08VCU12
UNIT 1:
Media and society – Media Industry – Social, political and
cultural influence – Information Society – Media privatization – Media
audience – Media and social change
UNIT 2:
Communication theory – Theoretical concepts in
communication – Lasswell’s model – Two step flow theory – Schramm
circular model theory - Hammer & Wreckers mathematical model
- Helical model.
UNIT 3:
Media uses and effects – Individual Characteristics –
Expectations – Perceptions of media – Uses and gratification theory
UNIT 4:
Agenda setting; Media agenda, public opinion – Media opinion –
Media gate keepers - other sources of media control.
UNIT 5:
Innovation & Diffusion: Process of diffusion – elements –
Variables – Adoption process – consequences.