MASS COMMUNICATION THEORY

DEPARTMENT OF MEDIA & COMMUNICATION STUDIES

FEMALE CAMPUS
IIUI
INSTRUCTOR: AMRAT HAQ
CONTACT: amrat.haq@iiu.edu.pk
COURSE DESCRIPTION:
Mass Communication Theory introduces the student to mass communication theory and
research, and focuses on theories of audience and effects.
LEARNING OBJECTIVES:

Understand the scientific method, what it is and how it differs from other ways of
knowing.
Use the scientific method to evaluate different communication theories and the evidence
supporting them. We want to identify those theories most promising in explaining or
predicting how mass communication works.
Use theory to identify powers the mass communicator wields. We want to explore ways
to utilize these powers effectively.
Use theory to identify limitations the mass communicator faces. We want to explore ways
to overcome these limitations.
Use theory to become better media producers and consumers.

COURSE REQUIREMENTS:
We have two major examinations, one near the middle of the semester and one near the end
of the semester. We also have a term paper due near the end of the semester. We also have a
brief class presentation associated with the term paper. We also have a research article
abstract assignment. We also have a brief class presentation associated with the abstract
assignment.
Deadlines and details for these course requirements are given below, as well as the value of
each assignment. All assignments are due at the beginning of class. Assignments turned in
late are penalized, depending upon lateness and the nature of the assignment.
If you have any questions about course requirements or assignments, check with me well
before due date. If anything interferes with your ability to learn, let me know. If you have
questions about anything relating to the course, please do not hesitate to contact me.
PLAGIARISM AND ACADEMIC HONESTY:
For the communications professional, there hardly exists a graver crime than plagiarizing
another writers work. In short, it is YOUR responsibility to make certain you understand
what constitutes plagiarism and to ensure that you give proper credit anytime you draw on
someone elses writing or works.

Be aware that if I suspect, for whatever reason, that material in one of your submissions is
plagiarized, I will submit it to a plagiarism checking program. Relatively minor and clearly
unintentional instances of plagiarism will result in your being required to re-write and resubmit your work. More extensive plagiarism, even if unintended, and ANY instance I
believe represents an intentional attempt to pass off someone elses work as your own will
result in a failing grade for that submission, at the least. If the plagiarism is severe enough
(for example, if a substantial portion of your submission has been copied from others work),
you will receive a failing grade for the class.
Another no-no is recycling your own work for this class. Let's make the policy clear and
simple: You will NOT turn in to me ANY work you previously have submitted to
another instructor or that you plan to submit for any other class at IIUI or any other
institution. If you want to write on a topic you've worked on before, that may well be
acceptable IF you discuss it with me and get permission IN ADVANCE.
MAJOR EXAMINATIONS:
The two major examinations will consist mainly of essay-type questions. The second
examination will focus mainly on material from the second half of the semester.
1. WEEKLY REFLECTION
You will write a reflection of 100-150 words for each assigned reading. The reflection will be
shared in class before the lecture.
2. RESEARCH ARTICLE ABSTRACT:
You will critique a research article from a recent (past five years) issue of a research journal
in the field of communication (examples: Journalism & Mass Communication Quarterly,
Journal of Communication, Communication Research, Communication Theory or any other).
On Tuesday, October 04, turn in a complete legible photocopy of the research journal article
you propose to abstract. The paper must be on an article that takes a hypothesis-testing
approach (i.e., either tests a hypothesis or hypotheses or addresses explicit research
questions), ideally with some theoretical development.
The research article abstract is due on Tuesday, October 25. . In four or five double-spaced
pages, provide the following information:

Full bibliographic citation of the article;

An abstract of the article, in 150 words or so, in your own words; journals often
provide author-written abstracts which you can use to help write your own
abstract but do not repeat verbatim; a good abstract includes key findings);

A statement of the hypothesis(es) tested or the research questions addressed,

identifying all key concepts, definitions, variables, and linkages, as appropriate;

A brief summary of the evidence provided (population studied, method); do not

focus on methodological details;

A summary of results; and

Your own critique of the research and article, evaluating the quality and
appropriateness of the theoretical framework, relevance of the evidence, and
internal coherence.

On that day and the next class period, students will give an eight-minute presentation on their
paper. Also due Tuesday, October 25 is a one-page class handout for your presentation;
make enough copies for all class members.
3. TERM PAPER:
You may take one of two approaches:

The Topical Paper. Select a single major topic relevant to communication research.
Propose theories that help explain that topic. For example, if your topic is children
and television then you might elaborate on theories of cognitive development, moral
development, and social learning theory. If your topic is news learning then you might
elaborate on theories of learning, schema theory, framing theory, priming theory, and
agenda setting theory. The challenge here is to identify an important topic of current
interest and then to identify relevant theories that help us understand the topic.

The Theory/Model/Construct Paper. Select a single theory, model, or construct

relevant to communication research. Provide a critical literature review of the theory,
model, or construct. A critical literature review identifies, organizes, and presents the
existing literature, and then offers a critique of that literature, with the goal of
illuminating directions for future research. The term paper should be between 15 and
20 pages, excluding bibliography.

On Tuesday, November 15, turn in a one-page term paper prospectus. In your prospectus,
outline your topic and identify which of the two approaches you expect to take. Also note
what library research you have done to date and attach a tentative bibliography. This is not a
graded exercise. I will provide you feedback on whether the scope of the paper seems
appropriate and whether other literature should be cited.
The term paper is due on Tuesday, January 3. On that day, students will give an eightminute presentation on their paper. Also due on Tuesday, January 3 is a one-page class
handout for your presentation; make enough copies for all class members.

GRADING:

Mid-term Examination
Research Article Abstract & Presentation
Term Paper & Presentation
Final Examination

20%
20%
30%
30%

COURSE CONTENT:
Week 1:

Introduction to Course

Week 2:

Mass Communication Theory

Chapter 1: Understanding And Evaluating Mass Communication Theory (Baran &

Davis)
Chapter 4: Mapping the Territory (Seven Traditions in the Field of Communication
Theory) (Griffin)
Chapter 4: Theory of Media and Society (McQuail)

Week 3:

Chapter 10: Media And Society: The Role Of Media In The Social World (Baran &
Davis)
Chapter 25: Media Ecology of Marshall McLuhan (Griffin)

Week 4:

Media through Society

Persuasion

Chapter 19: Dramatism (West & Turner)

Chapter 22: The Rhetoric of Aristotle (Griffin)

Photocopy of research journal article due

Week 5:

Chapter 6: The Rise Of Limited-Effects Theory (Baran & Davis)

Chapter 17: Processes and models of media effects (McQuail)

Week 6:

Audiences, Social Construction, and Social Control

Chapter 18: Media, Civil Society, and the Public Sphere: History and Current
Thinking (Fortner)
Chapter 19: The Genesis of Social Responsibility Theory: William Ernest Hocking
and Positive Freedom (Fortner)

Week 7:

Media Effects Overview

The Knowledge Gap

Chapter 9: Media Economics and Governance (McQuail)

Chapter 10: Global Mass Communication (McQuail)

Class Presentations
Research article abstract due, plus one-page class handout
Week 8:

Feminist Media Theory

Chapter 34: Genderlect Styles (Griffin)

Chapter 35: Standpoint Theory (Griffin)
Chapter 20: Feminist Media Theory (Fortner)

Week 9: Mid-Terms
Week 10:

Social Learning & Framing

Chapter 4: The Rise Of Media Theory In The Age Of Propaganda (Baran & Davis)
Chapter 19: News, Public Opinion and Political Communication (McQuail)

Term paper prospectus due.

Week 11:

Chapter 23: Uses and Gratifications Theory (West & Turner)

Chapter 28: Uses and Gratifications of Elihu Katz (Griffin)

Week 12:

Moving In New Directions

Chapter 12: The Future Of Media Theory And Research (Baran & Davis)
Chapter 30: Moving in New Directions (West & Turner)

Week 17:

New Media

Chapter 3: Theories of Cybersociety (Holmes)

Chapter 6: Telecommunity (Holmes)

Week 16:

Organizational Communication

Chapter 16: Organizational Culture Theory (West & Turner)

Chapter 20: Cultural Approach to Organizations (Griffin)

Week 15:

Cultural Studies

Chapter 21: Cultural Studies (West & Turner)

Chapter 27: Cultural Studies of Stuart Hal (Griffin)

Week 14:

Cultivation, Media Violence & Other Effects

Chapter 22: Cultivation Analysis (West & Turner)

Chapter 29: Cultivation Theory of George Gerbner (Griffin)

Week 13:

Media Uses & Gratifications

Class Presentations

Term paper due, plus one-page class handout

Week 18:

Final Exams

REQUIRED TEXTS:

Fortner, R. S. and Fackler, P. M. (eds.) (2014). The Handbook of Media and Mass
Communication Theory. Vol. I. Wiley-Blackwell
Griffin, E. (2012). A First Look at Communication Theory. (8th Ed.) .McGraw-Hill,
NY, USA.
Baran, S. J., & Davis, D. K. (2012). Mass communication theory: Foundations,
ferment, and future. (6th Ed.). Wadsworth Pub. Co.
West, R. and Turner, L.H. (2010). Introducing Communication Theory. (4th Ed.).
McGraw-Hill, NY, USA.
McQuail, D. (2010) McQuail's Mass Communication Theory. (6th Ed.). London: Sage
Publications.
Holmes, D. (2005). Communication theory: Media, technology, society. London:
SAGE Publications Ltd.