1 Authoritarian Theory

According to this theory, mass media, though not under the direct control of the State, had to follow its bidding. Under an Authoritarian approach in Western Europe, freedom of thought was jealously guarded by a few people (ruling classes), who were concerned with the emergence of a new middle class and were worried about the effects of printed matter on their thought process. Steps were taken to control the freedom of expression. The result was advocacy of complete dictatorship. For applying authoritarian theory in our organization we have to keep the following points into our mind that this theory is fit those people that are born to rule. Those people who are abide by law We apply authoritarian theory as in organization of hotel as this theory is applicable or not? Yes this is applicable theory in the sense MD (MANAGING DIRECTOR) GM (GENERAL MANAGER) HRM (HUMEN RESOURSES MANAGER) FC (FINANCE MANAGER) They are the people in organization who are making orders and u can say that they are the people who are born to rule they can order their staff what they need they manage they listen to the lower staff who are working for them 2) MAGIC BULLET/ HYPODERMIC NEEDLE/ STIMULUS RESPONSE THEORY Before the First World War, there was no separate field of study on Communication, but knowledge about mass communication was accumulating. An outcome of World War I propaganda efforts, the Magic Bullet or Hypodermic Needle Theory came into existence. It propounded the view that the mass media had a powerful influence on the mass audience and could deliberately alter or control peoples' behavior. We can apply magic bullet theory in hotel field as well its mean people believe what media want them to believe this is a typical type of communication with the people in

hotel field we can apply this theory as we see and feel what media show for the standard of people then we improve our standard according to the people what they need as needs are unlimited Example media showed us that people like pool in hotel we made it for the demand of consumer Example They prefer gym in hotel for exercise we made This kind of development is just for the sake of consumer attention. 3 Social Responsibility Theory This theory can be said to have been initiated in the United States by the Commission of The Freedom of Press, 1949. The commission found that the free market approach to press freedom had only increased the power of a single class and has not served the interests of the less well-off classes. The emergence of radio, TV and film suggested the need for some means of accountability. Thus the theory advocated some obligation on the part of the media to society. A judicial mix of self regulation and state regulation and high professional standards were imperative. Social Responsibility theory thus became the modern variation in which the duty to ones conscience was the primary basis of the right of free expression. Every organization want to earn more and more profit but this theory means to do something for people as an incentive no matter they are working for the organization or not .in this field there is no such theory applicable but we try to apply . In a hotel organization we have to work for the sake of profit moreover for the interest of consumer. Having a job in a profit organization we do have social responsibility like.. Giving charity Giving donation Giving NGO,S a hall for there events held for social programs Giving Opportunities to needy Giving incentive to small staff Giving rooms to NGO, S who are working for social benefits at zero rate 4 Development Communication Theory.

The underlying fact behind the genesis of this theory was that there can be no development without communication. , but under the Development communication theory as it is otherwise called, the media undertook the role of carrying out positive developmental programs, accepting restrictions and instructions from the State. The media subordinated themselves to political, economic, social and cultural needs. The weakness of this theory is that "development" is often equated with government propaganda. In short we can say that in every field of life communication is playing a vital role. This theory is basically is the development of media to communicate people through media. Here we are applying this theory in hotel field. We do communicate with our customer through media like News paper TV advertisement Our purpose to advertise is that customers should know about us that we are here in this field to. This theory is basically how we communicate with or customers Here is a complete process in a hotel organization that how they communicate. There is a reception where guests get information about the hotel Then we have marketing management for companies agreement to communicate with them Then we have human resources development department where complains of any persons or any misconception represent Moreover the general manager also take place to communicate with the customers

Communication is a complete process where and we hence discussed four theories as there are many of them but these are more important.