Mass communication outlines with answers

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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.
OR
Uses 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.

Mass communication outlines with answers

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Mass communication outlines with answers