Journalism And Mass communication

Journalism And Mass communication

I. Introduction to Mass Communication
Concept – Definitions, Need/Importance/Purposes, Types of Communication,
Process of Communication, Basic Models.
Functions of a model, Evaluation of a model
Basic models in Mass Communication: –
Lasswell’s Model (1948)
Shannon-Weaver model (1948)
o Osgood,s model (1954)
o Schramm’s model (1954)
o Newcomb’s symmetry theory (1953)
o Westley-McLean’s model (1976)
o Gerbner model (1956)

II. Mass Communication Theories in Journalism And Mass communication
 Normative theories of the press: Schramm’s four theories and criticism on these
theories
 Media as agents of power
 The Spiral of silence
 Media Usage and gratifications
 Media hegemony
 Diffusion of innovations
 Powerful effects model: hypodermic needle, magic bullet theory.
 Moderate effects model: two-step and multi-step flow of communication.
 Powerful media revisited: Marshal McLuhan’s media determinism

III. Global / International Communication in Journalism And Mass communication
 The Historical Context of International Communication
 Globalization, technology, and the mass media
 Communication and Cultural imperialism
 Communication Flow in Global Media: Imbalance in the flow of information
between North and South
 McBride commission and its recommendations.
 International Communication in the Internet Age: the new social media and its
effects on developing world Revised Scheme and Syllabus for CSS Competitive Examination

IV. Media and Society in Journalism And Mass communication
 Mass media and social change
 Media as a social system: The balance between interrelation and
interdependence
 Media freedom and its role for democracy,
 The functional approach to mass media: four social functions of the media
 Media as an awareness agent
 Mass media and social representation

V. Mass Media in Pakistan in Journalism And Mass communication
 Media system in Pakistan: historical, chronological, and analytical review
 The system of journalism and the media system
 Employer-employee relations in Pakistani media
 Government-press relations
 Press in Pakistan: The newspaper industry, from mission to the market
 Electronic media: from total dependence to enormous power
 The new 24/7 television: uses and abuses
 The new radio: potential for change and the present performance.
 The question of freedom and responsibility

VI. Development Support Communication
 Theories of development support communication with specific focus on the
developing world
 The dominant paradigm of development: historical, analytical perspective
 The Alternative paradigm of development
 Small is beautiful: community development as a snowball effect.
 Globalization vs Localization
 Glocalization
 Social Marketing: how to infuse new ideas into a developing population

VII. Public Relations in Journalism And Mass communication
 Concept of Public Relations
 Historical development of public relations: from press agentry to PR
 Public relation in Pakistan
 Ministry of information
 Press Information Department (PID)
 Public relations and publicity
 PR as a tool for governance
 Private PR agencies and their structure
Revised Scheme and Syllabus for CSS Competitive Examination
 Basic methods of PR: press release, press note, press conference
 PR Ethics

VIII. Media Laws and Ethics in Journalism And Mass communication
 History of Media Laws in Pakistan
 Development of media regulations from British colonial era to independent
Pakistan
 Libel, Defamation and relevant portions of PPC
 PPO, RPPPO
 PEMRA: establishment, development, and operational mechanisms
 Press Council of Pakistan (PCP)
 Citizens Media Commission: need, present status, and reasons for inactivity
 Press Code of Ethics
 Inability of the media to develop a code of ethics as an institution
 The media’s quest for freedom and its inability to self regulate.

Suggested Reading For Journalism And Mass communication

S No.	Title	Author
1.	Broadcast Regulations: the German Example	Metzger, Herbert. FES 1993.
2.	Communication Models for The Study of Mass Communication, 2nd Ed	McQuail, Dennis &Windhal, Swen, Longman, 1982.
3.	Convergence Culture: Where old and new Media	Blackwell publishing Ltd, USA.
4.	Communication Theories: Origins, Methods and Uses in the Mass Media 5th Ed	Werner J. Severin, James W. Tankard Jr. Longman, 1997.
5.	Diffusion of Innovations 5th Ed	Rogers, Everett M. Free Press 2003
6.	Ethics in Journalism: A Reader on Their Perception in the Third World	Kunczik, Michael (Ed.). FES 1999.
7.	Handbook of International and Intercultural Communication 2nd Ed	Gudykunst & Mody, Sage, 2001.
8.	McQuail’s Mass Communication Theory, 4th Ed	Denis McQuail. Sage, 2000.
9.	Media And Society into the 21st Century: A Historical Introduction	Blackwell publishing Ltd, USA.
10.	“Media / Impact”	Wads Worth/ Thompson Learning, Belmont, CA
11.	“Media Now: Communication Media in the Information Age”	Wads Worth/Thompson Learning, Belmont, CA

S No.	Title	Author
12.	News Media and Journalism in Pakistan	Khan, Altaf. LAP Lambert Academic Publishing. June 2011.
13.	News Media and Journalism in Pakistan and Germany (Ed.)	Khan, Altaf. Peshawar, 2003.
14.	Participatory Development	Hasan, Arif, Oxford, 2010.
15.	Political Communication in Britain: The Leader Debates, the Campaign and the Media in the 2010 General Election, (Ed)	Palgrave McMillan, UK
16.	Political Communication in Asia,	Roultage, NY.
17.	“Precision Journalism: A Reporter’s Introduction to Social and Science Methods”, 4th Ed	Rowman and Littlefield, Lanham, MD.
18.	Report and Recommendations of the Media Commission, appointed by the Supreme Court of Pakistan, 2013	FES, Islamabad, 2013.
19.	Reporting the Frontier: Media Capacity Building for Peace in Pakistan’s Tribal Areas	Khan, Altaf VDM Verlag Dr. Müllere.K. June 2011.
20.	“Writing, Directing, and Producing Documentary Films and Vidoes”,.3rd edition	Carbondale: Southern Illinois Press, 2002.
21.	“Directing the Documentary”, 4th edition	Focal Press, 2004.
22.	“Documentary Storytelling: Making Stronger and More Dramatic Nonfiction Films”, 2nd edition	Focal Press, 2007.
23.	Principles of Editing	McGraw-Hill 1996
24.	Journalism–Principles and Practices	Vistaar Publications 2006
25.	The Hand Book of New Media	London: Sage
26.	Applying Communication Theory for Professional Life: An Introduction (2nd Edition)	London: Sage
27.	Controversies in Contemporary Advertising	Newbury Park: Sage Publications
28.	“Public Relations-Writing & Media Techniques”	Harper Collins College Publishers, NY
29.	Telecommunications Policy in Pakistan”	Telematics and Informatics
30.	“Guaranteeing Copyright- Media Manager’s Guide to Pakistani Broadcast Law”	Media Manager Companion Series Internews Pakistan
31.	“Model Freedom of Information Act”, 2001	Consumer rights Protection Commission of Pakistan

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