Q1. Introduction to mass communication?

Answer: Introduction to Mass Communication: Media Literacy and Culture is an integrated program that encourages students to be active media consumers and gives them a deeper understanding of the role that the media plays in both shaping and reflecting culture. Through this cultural perspective, students learn that audience members are as much a part of the mass communication process as are the media producers, technologies, and industries. This was the first, and remains the only, university-level program to make media literacy central to its approach, and given recent national and global turmoil, its emphasis on media use and democracy could not be timelier.

New for the eighth edition, Connect Mass Communication combines contemporary course content and groundbreaking digital tools to create a unique learning environment. With Connect Mass Communication, the Introduction to Mass Communication: Media Literacy and Culture program integrates an interactive eBook with dynamic online activities and assignments that help students study more efficiently and effectively. A new bank of CNN videos helps students learn the impact of media through a cultural and global lens. Learn Smart, McGraw-Hill’s adaptive learning system, assesses students’ knowledge of course content and maps out personalized study plans for success.

Q2. Mass communication and theory?

Answer: Mass Communication Theory has been the most authoritative and comprehensive introduction to the field for more than 25 years and still offers unmatched coverage of the research and debates. The Sixth Edition covers everything a student needs to know of mass communication: communication models of the sender, the message and the audience and the diverse forms of mass communication today. This book proves that more than ever, theories of mass communication matter for the broader understanding of society and culture.

Fully up-to-date, this new edition includes: New boxed case studies on key research publications, familiarizing students with the critical research texts in the field A new streamlined structure for better navigation More definitions, examples, and illustrations throughout to bring abstract concepts to life Major updates on new media, globalization, work and economy.

Q3. Normative theory?Answer: Normative theory is concerned with the ends and justifications for the law as a whole and for particular legal rules. It is a hypothesis of what is right and wrong, desirable or undesirable, just or unjust in society. Subsequent entries in the legal have examined exemplars of the three great traditions in normative theory which are consequentiality, deontological, and acetic perspectives. Although normative theory of the press is now in a considerable state of uncertainty (see Nerone, 1995), not least because of changes in the media and the rise of new media forms, we can still identify certain broad traditions of thought about the rights and responsibilities of media in society and the degree to which `society' may legitimately intervene to protect the public interest. The main relevant variants can be described as follows:

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Q4. Magic bullet theory?Answer: The "Magic Bullet Theory" (or "Hypodermic Needle Theory") holds that media broadcasts directly shape the opinions and actions of viewers. According to this theory, information is "fired" or "injected" directly into the viewer, and then guides their actions.

Q5. Liberation theory?Answer: Libertarian philosophy guaranty freedom of media organizations as well as freedom of personnel in the task of informing and educating the public, this theory takes the philosophical view that man is rational and able to discern between truth and falsehood: therefore can choose between a better and worse alternative; having been exposed to a press operating as a ‘free market place’ of ideas and information, they (the people) will help determine public policy. A libertarian press is the opposite of an authoritarian press.This theory emerged around the 17th century through the United States of America’s first amendment which protected the press from any law abridging its operation. Rooted in this theory is the belief held by Thomas Jefferson, the third president of the United states, that, if man exercised reason, the majority, as a group would make sound decisions, even if individual citizens might not "Were it left to me to decide whether we should have government without newspapers or newspapers without government, I should not hesitate for a moment to prefer the latter. But I should mean that every man should receive those papers and be capable of reading them."

Q6. Social responsibility theory?Answer: Introduction: In mid 20th century most of the developing countries and third world nations have used this social responsibility theory of press which is associated with “the Commission of the Freedom of Press” in United States at 1949. In the book “Four theories of Press” (Siebert, Peterson and Schramm) it’s been stated that “pure libertarianism is antiquated, out dated and obsolete.” That paved way for replacement of Libertarian theory with the Social responsibility theory.

Social Responsibility Theory:

Social responsibility theory allows free press without any censorship but at the same time the content of the press should be discussed in public panel and media should accept any obligation from public interference or professional self regulations or both. The theory lies between both authoritarian theory and libertarian theory because it gives total media freedom in one hand but the external controls in other hand. Here, the press ownership is private. The social responsibility theory moves beyond the simple “Objective” reporting (facts reporting) to “Interpretative” reporting (investigative reporting). The total news is complete facts and truthful but the commission of the freedom press stated that “No longer giving facts truthfully rather than give a necessary analyzed or interpretative report on facts with clear explanations”.

The theory helped in creating professionalism in media by setting up a high level of accuracy, truth, and information. The commission of press council also included some tasks based on social responsibility of media, which are as follows:

Formulate the code of conduct for the press. Improve the standards of journalism. Safeguarding the interests of journalism and journalist. Criticized and make some penalty for violating the code of conduct.

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Q7. Soviet communist theory?Answer: Soviet media theory is imitative of Leninist principles which based on the Carl Marx and Engel’s ideology. The government undertakes or controls the total media and communication to serve working classes and their interest. Theory says the state have absolute power to control any media for the benefits of people. They put end to the private ownership of the press and other media. The government media provide positive thoughts to create a strong socialized society as well as providing information, education, entertainment, motivation and mobilization. The theory describe the whole purpose of the mass media is to educate the greater masses of working class or workers. Here, the public was encouraged to give feedback which would able to create interests towards the media.

Q8. Democratic?Answer: A democratic media can be identified by its structure and functions. In terms of structure, it would be organized and controlled by ordinary citizens or their grass roots organizations....As regards function, a democratic media will aim first and foremost at serving the informational, cultural and other communications needs of members of the public which the media institutions comprise or represent.

Q9. Development?Answer: 1. the systematic use of scientific and technical knowledge to meet specific objectives or requirements.2. An extension of the theoretical or practical aspects of a concept, design, discovery, or invention.3. The process of economic and social transformation that is based on complex cultural and environmental factors and their interactions.4. The process of adding improvements to a parcel of land, such as grading, subdivisions, drainage, access, roads, utilities.

Q10. Media and propaganda? Answer: Only what we learn through the media. But is the information we receive the truth, the whole truth and nothing but the truth, or something less?

After years spent researching the background and events related to world conflict some disturbing trends have emerged - a media predilection for partial truth, selective memory and strategic omissions. One learns to expect this from governments that “manage” information to present their official positions is the best possible light (i.e. propaganda), but when the free media participates in the management and filtering process, it raises serious concerns. “An Informed citizenry is vital to democracy” said Thomas Jefferson. To have meaning and value, information must be accurate, objective and reasonably complete. Hence, a cornerstone of democracy is freedom of the press and objectivity of the press.

Q11. Cultivation theory?Answer: Cultivation theory is a social theory which examines the long-term effects of television. "The primary proposition of cultivation theory states that the more time people spend "living" in the television world, the more likely they are to believe social reality portrayed on television."[1] Cultivation leaves people with a misperception of what is true in our world.

Developed by George Gerber and Larry Gross of the University of Pennsylvania, cultivation theory derived from several large-scale research projects as part of an overall research project entitled 'Cultural Indicators'. The purpose of the Cultural Indicators project was to identify and track the 'cultivated' effects of television on viewers.

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Q12. Agenda setting?Answer: Mass Communication plays an important role in our society its purpose is to inform the public about current and past events. Mass communication is defined in “Mass Media, Mass Culture” as the process whereby professional communicators use technological devices to share messages over great distances to influence large audiences. Within this process the media, which can be a newspaper, a book and television, takes control of the information we see or hear. The media then uses gate keeping and agenda setting to “control our access to news, information, and entertainment” (Wilson 14). Gate keeping is a series of checkpoints that the news has to go through before it gets to the public. Through this process many people have to decide whether or not the news is to be seen or heard. Some gatekeepers might include reporters, writers, and editors. After gate keeping comes agenda setting.

Q13. Social learning theory?Answer: The social learning theory emphasizes the importance of observing and modeling the behaviors, attitudes, and emotional reactions of others. Thus it focuses on learning by observation and modeling. The theory originally evolved from behaviorism but now includes many of the ideas that cognitivists also hold; as a result it is sometimes called social cognitive learning.

Social learning theory talks about how both environmental and cognitive factors interact to influence human learning and behavior. It focuses on the learning that occurs within a social context. It considers that people learn from one another, including such concepts as observational learning, imitation, and modeling.

Q14. Uses and gratification theory?Answer: The uses and gratification theory suggests that media users play an active role in choosing and using the media. Users take an active part in the communication process and are goal oriented in their media use. The theorist says that a media user seeks out a media source that best fulfills the needs of the user. Uses and gratifications assume that the user has alternate choices to satisfy their need. ORUses and gratifications theory (UGT) is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. UGT is an audience-centered approach to understanding mass communication.

Q15. Spiral of silence?Answer: Elisabeth Noelle-Neumann, the German political scientist contributes the famous model called “Spiral of Silence”. In 1947 Neumann and her husband found “Public Opinion Organization” in German and also she was a President of “World Association for Public Opinion Research” in 1978 to 1980. Through this Spiral of Silence theory Neumann indirectly explains the Jews status during World War II under Nazi’s control. Here, Adolf Hitler dominated the whole society and the minority Jews became silent due to the fear of isolation or separation.

Theory:

The one view dominated the public scene and others disappeared from the public awareness as it adherents became silent. In other words, the people fear of separation or isolation those around them, they tend to keep their attitudes to themselves when they think they are in the minority. This process is called “Spiral of Silence”.

Q16. The two step flow of information?Answer: History:

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In 1944 Paul Lazarsfeld, (1901-1976) an American Social Researcher, Bernard Berelson (1912 – 1979) and Hazel Gaudet was introduced The Two-Step Flow of Communication in the book called “The people’s choice: How the voter makes up his mind in a presidential campaign. New York: Columbia University Press”.Theory Introduction:

The purpose of the study was focused on Presidential election Campaign and the people decision-making process towards the campaign. All three researchers were wanted to find out practically whether the mass media messages affect direct influence in voting decision among the people. Unexpectedly they found the media messages (like radio and newspapers) are very less influence then an informal, personal communication on voting behavior. Based on this researched data, The Two Step Flow Communication Theory of Mass Communication was developed by Katz and Paul Lazarsfeld.

Q17. Lippmann’s theory of public opinion?Answer: The main point of “Public Opinion” is to demonstrate the problem facing democracy in its original form “because the pictures inside people’s heads do not automatically correspond with the world outside” and to suggest a remedy based on organized intelligence and “representation of the unseen facts” of public affairs. Walter Lippmann supports his argument by discussing how public opinions consist of pictures inside men’s heads and why the picture “so often misleads men in their dealings with the world outside”. He reveals how stereotypes affect public opinions and how these individual opinions “are crystallized into what is called Public Opinion” . Public opinions are the pictures inside men’s heads, “the pictures of themselves, of others, of their needs, purposes, and relationship” . Public Opinion consists of those pictures collectively acted upon.

Q18. Play theory?Answer: William Stephenson, a British social scientist first introduced the concept play theory in his book “the play theory of mass communication”. Started his career in physics his interest in psychology led him to study in the University of London and received his second PhD in psychology. He served in India as a brigadier General during the world war by joining the British army. He served as the assistant director of psychology in the oxford university, and then in the University of Chicago and also as the director of advertising research for Now land and company. Then he spends the rest of his professional life in the University of Missouri School of journalism as a professor till his retirement in 1974. He was the visiting professor in the University of Lowa till his second retirement in 1977. He is well known for his expansion of unconventional form of factorial analysis involved with the process of subjectivity. Stephenson’s theory became influential as he approached the mass communication literature in a subjective and psychological manner rather than the conventional methods.

Q19. Lass well’s propaganda theory?Answer: The Lass well Formula is typical of what are often referred to as transmission models of communication. For criticisms of such models, you should consult the section on criticisms of transmission models. The sociologist, Harold Lass well, tells us that in studying communication we should consider the elements in the graphic above. Lass well was primarily concerned with mass communication and propaganda, so his model is intended to direct us to the kinds of research we need to conduct to answer his questions (‘control analysis’, ‘effects research’ and so on). In fact, though, it is quite a useful model, whatever category of communication we are studying. Note, incidentally, that the Lass well Formula consists of five major components, though this is by no means obligatory. You might be interested to look at the comments on Maltese’s model to see which components a selection of other researchers have considered essential.

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