Syllabus

Unit 1 Introduction to communication and Process

Communication:  Concept, Definition, Process, Scope, Elements and
A
Functions
B Nature of Human Communication, Verbal and Non-Verbal Communication
C Types of Communication and Barriers of Communication
Unit 2 Models of Mass Communication
A Lass well Model of Communication, Shannon and Weaver Model
B Wilber-Schramm Model of Mass Communication
C Osgood and Schramm Model, De’ Fleur Model
Unit 3 Communication Theory 
A Bullet Theory
B Hypodermic Needle Theory
C Cognitive Consistency Theory
Unit 4 Sociological Theory of Communication
A Agenda Setting
B Cultivation Theory
C Media System Dependency Theory
Unit 5 Normative Theory of Communication
A Authoritarian Theory and Libertarian Theory
B Soviet Communist Theory and Social responsibility Theory
C Democratic Participation Theory and Development Communication theory

Unit – 4

Sociological Theory of Communication

Sociological theory of communication is necessary to understand whether mass media have
any impact on social structure and vice versa.

 AGENDA SETTING THEORY

Iss naam se hum ye describe kar skte hain wo theory jo hume ye pta krne me madad kare ki
mass media kis tarike se apna agenda set krti h logo ko influence krne k lie…

Agenda setting theory was formally developed by Maxwell McCombs and Donald Shaw in a study on
the 1972 American presidential election.

Agenda setting theory se hum ye smjh skte hain ki mass ye determine krti hai ki log kya sochte hain,
kiske bare me jyada concern hain, kya dekhna chahte hain, toh wo usi tarike se apna agenda set krke
logo ko wahi dikhati hai…apne audience ke according agenda set krti hai—tv, social media, newspaper..

 Media provides information which is the most relevant food for thought, portraits the major
issues of the society and reflects people minds.
Ek agenda setting hoti hai jisko dekhkar mass media work krti hai…aur usi k according news formation
krti hai..

Issme kuch level hote hain

levels of agenda setting theory:

First Level:

The first level is usually used by the researchers to study media uses and its objectives or the
influences that media creates on people and means chooses the common subject that is important.

Means first level me ye dekha jata hai ki kis tarike se log kispe jyada concern hai usi k according apna
agenda set kia jata h…like konsi aisi news hai jo logo ko jyada influence krti hai…media usko dhyan me
rakh kar subject choose krti hai, agenda set krti hai…

Fir dusre level p jo hota h

Second level:

At the second level, media wants to grab attention and implant thoughts in people minds about some
serious issues. That’s why media turn certain issues viral.

Ab second level me media jo chahti hai ki logo k dimag me baith jaye koi serious issue hai jo har koi us
issue se aware ho jaye….basically attention grab krna chahti h logo ki…basically media k jo thoughts hain
wo logo k dimag me set ho jaye.

 Agenda setting theory is used in a political ad, campaigns, business news, PR (public relation)
etc. The main concept associated with the theory is gatekeeping.

Gatekeeping is very important in agenda setting because wahi decide krti hai ki kis tarah se news ka
formation krna hai aur konsi news logo tak pahunchani h…toh

News channels me input department aur output department hota hai…toh input dept k pas jitni bhi
news aati hai wo sari news tv p nhi dikhai jati hain,,,sari news telecast nhi hoti
Ab factors kon kon se hote hain agenda setting ke

Factors affecting Agenda setting

First Gatekeepers, editors and managers and other external influences.

Second, Non-media sources like government officials and influential personnel. (famous personalities)

For example, “if the media has close relationship with the elite society, that class will probably affect the
media agenda and the public agenda in turn”.

Means agar media kuch dikhana chahti hai lekin uska kisi elite class ya society use change kara de ki ye
news aisi nhi dusri tarah se telecast kro…hum sponsor krenge..

 Cultivation Theory
Cultivation theory is also known as cultivation hypothesis and cultivation analysis was proposed
by George Gerbner in 1976.

Ye theory hume btati hai ki jo log tv frequently dekhte hain unpe jyada asar hota hai

people who watch television frequently are more likely to be influenced by the messages from the
world of television.

Matlb wo sbse jyada influence hote hain..

The influence goes to such an extent that their world view and perceptions start reflecting what they
repeatedly see and hear on television.

(Reel life aur real life same smjhne lgte hain)

Cultivation theory is different from other theories like agenda setting and framing. Agenda setting and
framing theories talk about media created behaviors. The focus of cultivation theory is the
spontaneous influence on the viewers.

The theory tried to understand how media affects people’s perception. According to the research,
media cultivates and shapes viewers perception of social reality.
Features of Cultivation Theory

 People believe whatever is shown in media unconsciously.

 Media is used to maintain status quo.

 Media influences attitudes, beliefs, meanings and perception in a society.

 Media has the most persuasive power in society.

 Television has long-term indirect but significant effects.

 Media shapes what people think.

 Mean World Syndrome is the result of televisions’ portrayal of violence.

 Media System Dependency Theory

Media System Dependency Theory is also known as media dependency theory and
dependency theory.
 Sandra Ball-Rokeach and Melvin DeFleur proposed the “Dependency theory” in
1976.
 The theory is combined with several perspectives like psycho analytics & social
system theory, systematic & casual approach and base elements from Uses and
Gratification theory but less focus on effects.
Aur ye bhi bol skte hain ki ye Uses and Gratification theory ka expanded form h… Uses
and Gratification theory me ye btaya gya hai ki audience jo hai kis tarah se apne use ke
lye apni needs k lie media ka istemal krti hai aur jb uski needs fulfill ho jati hai toh wo
kis tarah se satisfaction mehsoos krti h..kse satisfy hoti h..
 Media Dependency theory is one of the theories, first of its kind which regards
audience as an active part in communication process. The dependency theory is
expanded from the theory of Uses and Gratification. Jesa mne aapko phle bhi btaya
 According to this theory, there is an internal link between media, audience and large social
system.

degree of dependence

 Individual: The media have ability to satisfy the audience needs. An individual will become more
dependent on media, if the medium satisfy his/her needs. Otherwise the media dependence will
become less.

 Social Stability: The audience reconsider their beliefs, practice and behaviours when strong
social change, conflicts, riot or election which will force to re-evaluate and make new decisions.
During this period media dependency is dramatically increased, because there is a strong need
for information, support and advice.
  Active audience: In this communication process, the active audience chooses the media
dependence on their individual needs and other factors such as economic conditions, society
and culture. If alternative source fulfil the audience needs, then it will reciprocally decrease the
media dependence.

Process of Creating Dependence:

  Media attracts individuals by offering the content which is able to fulfil the audience needs for
understanding, entertainment and information

 There is much difference in the level of strength in Dependence relationship. Cognitive (power
of thinking) motivations encourage the individuals to maintain the level of attention and
Affective motivation serves the individuals to enhance the level of satisfaction

 Both Cognitive and Affective motivation are intensifying the audience to higher level of
involvement to enable the information process.

In short, aap kisi cheez ko apni needs k lie apne use k liye, agar aap istemaal kar rahe ho media ko..koi
information lene k lie, entertainment k lie ya kisi bhi cheez ko smjhne k lie aur aapko lag ra hai ki wo
aapke uses ko aapki needs ko har level p bar bar solve karte hain aur aapko apni problem ka solution
milta hai toh aap kya krte hain aap depend ho jate hain us cheez p…aap ek dependency create kar dete
hain toh yahi hoti h media dependency theory.

Example:
In 2011, Tōhoku earthquake and tsunami hit Eastern Japan very badly. Due to this
natural disaster the whole communication were blocked and others could not know the
exact effects of tsunami in Eastern Japan. During this period, Peoples information needs
were dramatically increased and they were all more depend on media than any other.

Critics of Media Dependency Theory:

 It describes the media role during social changes and crisis
 Theory is more flexible and descriptive
 Power of media dependency is not clearly described
  It’s difficult to prove scientifically or experimentally

In our next class we will discuss Normative theories of mass communication..and after that we will
revised all the 5 units…7th feb se exam h…next week I will tell you the ETE format, and how to attempt
questions…
 Unit 5 Normative Theory of Communication
A Authoritarian Theory and Libertarian Theory
B Soviet Communist Theory and Social responsibility Theory
C Democratic Participation Theory and Development Communication theory

Normative Theory of Communication

Normative theories of communication are a group of four press theories proposed by Fred
Siebert, Theodore Peterson and Wilbur Schramm together in their book called “Four Theories of
the Press”.  The theories are also known as Western theories of mass media.

 This theory describes an ideal way for a media system to be controlled and operated by
the government, authority, leader and public.

The theories are also known as Western theories of mass media. The media does not
exist in a vacuum and normative theories try to explain how the socio-political
structures that surround the media affect its expected roles, freedoms and
accountabilities. This theory explains how media systems behave when operated by
different kinds of government in four different theories.

The theories do not give any kind of scientific predictions or explains them scientifically.
They just provide explanation on the relationship of press in different parts of the world
with their governments, ownership of press and how that kind of press affects
audiences. The theory also talks about control and censorship of press.

Concepts in Normative Theories of the Press

 As you know, Media became competitive and yellow journalism developed in the
nineteenth century. And Media used sensationalism to attract people to use
media like newspapers more. So, normative theories of press were developed to
understand the use and responsibilities of media for general public through the
relationship of media and governments.
 These theories were made to clean media practices and guide the press. the
major improvement factors was taken Accuracy and objectivity. So, These
theories tell media how they should behave even though their philosophies are
different.

Importance
 • Normative theories are more focused in the relationship between Press and the Government than
press and the audience.
  • These theories are more concern about the ownership of the media and who controls the press or
media in the country.

Guys basically Normative theory of press describes what role media takes in which
kinds of government. And It shows the ideal path to be taken by media, structures that
media can adopt and operation of media.

Authoritarian Theory
Authoritarian theory of press is the control of media with government, elites or authorities.
Media is not allowed to criticize the powerfull people or the government. There is censorship by
government on criticisms and other things negatively portrayed about them.

Authority jo hai wo government ya fir Elite class k pass rhegi…media jo hai wo uske neeche kaam kregi…
iss theory ke according media har cheez ko publish nhi kr skti use publish krne se phle permission leni
hogi….censorhip means kya dikhana h ya kya nhi dikhana ye sab elite class hi btayegiii…ise hum
authoritarian theory bolte hain..

Jan aandolan….jisse ye lgta h ki government ya fir elite class p problem aa skti aisi news ko media daba
deta h

Media is just a tool between government and audience…jisse wo logo k upar rule krte hain

Basic motive of this theory is elite class ya rulling class hai wo puri ki puri society k upar rule kre aur jo
bhi press h wo hmesha uske subordinate kaam kre…kuch bhi publish krna ho..wo unse phle permission
le

The theory ignores needs of people and only establishes agendas and propaganda. There is
limited freedom.

• The press and media cannot work independently and their works are suspected to censorship.

Censorship

• Censorship is a suppression of any communication which may consider as harmful to the people,
King, government and its nation.

Censorship is the suppression of speech, public communication, or other information. helps

to protect the rulers and authorities from sensitive issues. It can be conducted by governments,
private institutions and other controlling bodies.

• Especially these censorship methods are much familiar in press which against the freedom of
speech and freedom of expression.

Types of Censors:

• Political censor

• Moral censor
 • Religious censor

• Military censor

• Corporate censor

Concepts of Authoritarian Theory of Press

• Press is taken as a weapon of the powerful. It is used to increase the power of the rulers.

• The authorities can also cancel the license.

• It is taken as a theory used by the dictatorship governments, but can also be seen in democratic as
well as dictatorial nations.

• This theory is justified by saying that state is greater than individual rights where state controls the
media, especially in the time of emergencies like wars and conflicts.

Major Features of Authoritarian Theory of Press

• Control of government and authority

• Oppressed Media

• Use of Power

• Punishment rule

• Limited Right

• Cancelation of license

• Privatize

• Concept of propaganda

• Media to strengthen the government

Strengths of Authoritarian Theory of Press

• This approach is sometimes better for resolving social and cultural conflicts.

• It is also better sometimes because it motivates people to work for the country and its people.

• This theory can act as a gatekeeper and prevent the media that act irresponsibly.

• The theory can be used for establishing propaganda.

(Propaganda is a mode of communication that is used to manipulate or influence the opinion of

groups to support a cause or belief. It can be found in news and journalism, advertising,
entertainment, education, and activism[2] and is often associated with material which is prepared by
governments as part of war efforts, political campaigns, health campaigns, revolutionaries, etc)

Weakness of Authoritarian Theory of Press

• Common people are taken as less intelligent and as an easy target to manipulate.
 • The ruling class uses the media only for their own benefits.

• The freedom of expression and information of normal people is attacked.

Libertarian Theory
 The theory which is originally came from libertarian thoughts from 16th century in Europe.

• Libertarian theorists are against the authoritarian thoughts.

Libertarian theory ka matlab hota hai ki jab hum press ko itni liberty de de jisse wo apni jimmedari ko
bhul jaye….press ko freedom di jati hai kuch bhi publish krne ki…opposite to authoritarian theory…no
restriction on press

• International trade and urbanization undermine the power of a rural aristocracy which leads

various social movements raise.

• Liberalism means information is knowledge and knowledge is power.

• Libertarianism is free from any authority or any control or censorship.

• The libertarianism is an idea of individualism and limited government which is not harmful to
another.

Concept of libertarian theory

• Libertarian theory sees people are more enough to find and judge good ideas from bad.

• The theory says people are rational and their rational thoughts lead them to find out what are
good and bad.

• The press should not restrict anything even a negative content may give knowledge and can make
better decision whilst worst situation.

Major Features of Libertarian Theory of Press

• Free Media

• freedom of thoughts

• Individualism

• No censorship

• High Competition

• No government Influence

• Accountability

• Majority Rule
 • Laissez-faire approach

Strengths of Libertarian Theory of Press

• Media can give true information without any control and there is no censorship.

• All individuals can express their opinions and thoughts in the media openly.

• The theory encourages healthy competition among the thoughts and ideas.

• Every work will be transparent to all.

• It checks the government and the state authorities and also prevents corruption.

• It functions with democracy.

Weaknesses of Libertarian Theory of Press

• Media might not always act responsibly.

• Individuals might not always have good intentions and ethics.

• People cannot always make rational judgments.

• Freedom of different type of people, their ideas, opinions, school of thoughts, and group
objectives can be in a conflict.

• Media can misuse its power and harm other people’s privacy and dignity.

• Media might defame, cause sedition, libel or slander, be immodest, publish obscenity and cause
trouble. Media might challenge the security of the state.

Soviet Communist Theory

• The communist theory of mass media came into being along with the concept of communism.
George W. F. Hegel and later, Karl Marx with Engels were the people who thought of the theory
in the 19th century.

• Mass media in the view of Karl Marx was supposed to be responsible for socialist system of
governance and communist media was supposed to help in implementing social policies.

Basic idea about this theory is communist ka matlab hota h working class…ye jo press h puri ki puri
working class k through chalayi jaye..the main motive of this theory is ki na toh ye privately owned ho
aur na hi government owned ho,,,wo owned ho by wrkng class… wrkng class decide kare ki audience k
lie kya publish krna h but time to time ye realise hua ki ye galat h,,,fayda uthane lge.,,power ka missuse
krne lag gye..jis trah se estabhish krna tha wo nhi ho paya…

• The communist and Marxist government rule and communist theory of mass communication
was practically used by the then Soviet Union (Russia) in 1917.

Concepts of Communist Theory

 • Media is taken as a part of the state in Communist Theory. The ownership of media is with the
state and the country runs the media as per their wishes to fulfill their propaganda of control.

Features of Communist Theory

• Media followed communist ideology of governance and political system

• Media was used to transmit propaganda and for transmission of social policies

• Media was taken as government instrument

• Media was owned by the state

• Criticism of communist ideology was taken as a crime

• It helped the working class to work better and highlighting their problems and it made people
aware about communism

• The theory was a positive one as it tried to ensure truthful information and not let the information
get manipulated by private media houses

• Feedback was accepted

Social Responsibility Theory

• Social Responsibility theory of mass media is relatively a new concept which started in the mid-
20th century and is used mostly by developing and least developed countries.

• The theory started from Europe and took a shape with the Commission on the Freedom of Press
that happened in United States in 1949.

• The model was designed formally by Siebert, Peterson and Schramm in 1956 in their book.

Ka birth hua h libertarian theory se….freedom hoti h…but social responsibility me ye hai ki kuch bhi
publish krne ya telecast krne se phle ye dhyan do ki uska bacho ya bado p kya impact padega..you have
to follow some moral codes, maintain some professional standards in this theory..

• Social responsibility is ethics that guide any action, be it in media or other organizations that put
an obligation towards environment, society, culture and economy.

• The media like any other sector should not harm, but should promote environment and socio-
cultural aspects in relation to the economy of the place.

• It encourages total freedom to press and no censorship, but it should be regulated according to
social responsibilities and external controls.

Concepts of Social Responsibility Theory

• Freedom of expression under the social responsibility theory is not an absolute right, as under
pure libertarian theory.

• The social responsibility theory of mass media changed the way press published news from
objective reporting to interpretative reporting.
• The media is taken as a place for the voiceless to have a voice and develop public opinions where
each and every person has the right to speak, express and publish.

Major Features of Social Responsibility Theory

• Private press ownership

• Helps democracy prosper

• Media as a democratic institution

• Public participation

• Emphasis on social responsibility

• Self-regulation in media

• Code of ethics

• Helping eradicate social problems

• Social benefit

• Professional standards

• Media role of criticizing government

Strengths of Social Responsibility Theory

• It helps in avoiding conflicts during wars and conflicts.

• It accepts public opinion and works for the citizens.

• Press and media houses do not have monopoly as rules and ethics guide them.

• The media publishes truth due to regulatory activities and their moral obligation to do so.

• Yellow journalism decreases as media can be questioned by the law and public.

Weaknesses of Social Responsibility Theory

• Ethics are always vague, ambiguous and differ from case to case.

• It is difficult to determine who sets clear principles and standards.

• Social responsibility and ethics are morally obligatory things. Any form of legal limitations should
not be imposed if media is just working in the principle of responsibility. Laws are authoritative and
not democratic concepts.

Democratic-Participant Media Theory

• The idea of Democratic participant Theory was started by grass-root level media in 1960s.
 Democratic Participant Media Theory is the latest in the field of media
theories…The democratic participant theory is the technological version of the
libertarian theory. In this theory, latest innovations in inter-personal
communication to practical and regular use, People can and must express
their views freely, exchange ideas without fear, and with absolute freedom,
making use of innovations in technology.

This theorybelieves there is democratic and professional hegemony in

the media today and the media is totally commercial. The major
concept is participation and full circular communication.
The theory places greater importance to the receivers. There are no
political regulations but some legal regulations.
This theory makes interaction between the media and the audience
possible as the population is less. It also encourages feedback which
is only possible in small groups and communities. 
• It emerged because of the dissatisfaction with other models such as Libertarian theory, social
responsibility theory, etc.

• The democratic-participant theory believes there is democratic and professional hegemony in

the media today and the media is totally commercial.

• The press should be pluralistic, decentralized, bottom-up or horizontal and must have equality.
The major concept is participation and full circular communication.

• The theory places greater importance to the receivers. There are no political regulations but
some legal regulations. The theory is also known as Democratization theory.

Concepts of Democratic-participant Theory of Mass Communication

 It is more relevant in liberal democratic developed countries than developing and least
developed countries.

 The theory considers local information, feedbacks and social action in community level to be the
roles of media.
  The theory is believed to conserve and revive local cultures by promoting the right to
information (global and local), right to express (feedback), right to use new technologies (means
of communication), freedom to local data, freedom to take part in social action, etc.

 This theory makes interaction between the media and the audience possible as the population is
less. It also encourages feedback which is only possible in small groups and communities.

 It also promotes equality between various genders, classes, castes, races, etc. controlled by the
group. This focus on equality is known as association mode which is the opposite of command
mode (sender superior to receiver).

Major Features of Democratic-participant Theory of Mass Communication

 Encourages horizontal and bottom-up approach in media

 Supports democracy, existing political rule, national socio-economic development efforts and to
implement policies

 Media has supportive rather than critical role

 Government controls some aspects if media does not act as it should by the process of
registration, licensing, censorship, by preparing guidelines for media, monitoring, etc.

 Self-regulation of media is also encouraged and more applicable to new media

 Development of creativity and innovation in small media

 Replacement of media from big media houses to small media

 Participation and interaction of media and audience (as both are from the same group of
population)

 Different communities, groups and organizations possessing their own media

Strengths of Democratic-participant Theory of Mass Communication

 The audience can participate and get alternatives if not satisfied with one media.

 The theory is stricter than libertarian and social responsibility which makes it more responsible
towards the needs of the audience.

 The community can work for themselves as social action.

 The theory is not very authoritative unless the press hinders the work of the government.

 There are the concepts of equality, inclusion and equal access which makes it eliminate
marginalization.

 Democracy becomes strong with the application of this theory.

 Small media gets the chance to work for local people.

Weaknesses of Democratic-participant Theory of Mass Communication

 Criticizing the government is not considered to be productive role of media.

 Local level media might lack professionalism and skills.

The small local media might not be able to compete with media giants.

Development Theory
 The main idea behind development communication theory is media for development of people
in a nation or to help the target population.
 Development communication was at first based on the developmental theory of westernization
but later had its own basis in the developmental theory of modernization (1950s).
 The theory focused on passive audience which was not participatory. This gave the notion that
development was being, like the developed countries, one way influence. After that, the aspect of
feedback was added.
 The theory later became known for its use in the developing and under developed countries.
 The implementation of this theory plays an important role in the overall development of a
country. If done for international development projects, the communication process becomes a catalyst
for the project to be successful.

Major Features of Development Communication Theory

 Development roles and objectives

 To help people

 No manipulation or propaganda

 Generates genuine response from the audience

 Used to develop critical consciousness

 Self-responsibility and self-determination

 Two way communication flow

 Uses development communication tools

Strengths of Development Communication Theory

 Specified tools for communication makes communication effective.

 Helps in international development projects.

 Participation in communication media makes it inclusive.

Weaknesses of Development Communication Theory

 It enforces westernization more than modernization.

 Cultural hegemony is occurred through development communication implementation.