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)
- Osgood's model (1954)
- Schramm's model (1954)
- Newcomb's symmetry theory (1953)
- Westley-McLean's model (1976)
- Gerbner model (1956)
II. Mass Communication Theories
- 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, silver bullet
- Moderate effects model: two-step and multi-step flow of communication
- Powerful media revisited: Marshall McLuhan's media determinism
III. Global / International 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 the developing world
IV. Media and Society
- 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
- 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
- Concept of public relations
- Historical development of public relations: from press agentry to PR
- Public relations 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
- Basic methods of PR: press release, press note, press conference
- PR ethics
VIII. Media Laws and Ethics
- 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
Recommended reading
31 titles| Title | Author |
|---|---|
| Broadcast Regulations: the German Example | Metzger, Herbert. FES 1993 |
| Communication Models for The Study of Mass Communication, 2nd ed. | McQuail, Dennis & Windhal, Swen. Longman, 1982 |
| Convergence Culture: Where Old and New Media | Blackwell Publishing Ltd, USA |
| Communication Theories: Origins, Methods and Uses in the Mass Media, 5th ed. | Werner J. Severin, James W. Tankard Jr. Longman, 1997 |
| Diffusion of Innovations, 5th ed. | Rogers, Everett M. Free Press 2003 |
| Ethics in Journalism: A Reader on Their Perception in the Third World | Kunczik, Michael (Ed.). FES 1999 |
| Handbook of International and Intercultural Communication, 2nd ed. | Gudykunst & Mody, Sage, 2001 |
| McQuail's Mass Communication Theory, 4th ed. | Denis McQuail. Sage, 2000 |
| Media And Society into the 21st Century: A Historical Introduction | Blackwell Publishing Ltd, USA |
| "Media / Impact" | Wadsworth / Thompson Learning, Belmont, CA |
| "Media Now: Communication Media in the Information Age" | Wadsworth / Thompson Learning, Belmont, CA |
| News Media and Journalism in Pakistan | Khan, Altaf. LAP Lambert Academic Publishing. June 2011 |
| News Media and Journalism in Pakistan and Germany (Ed.) | Khan, Altaf. Peshawar, 2003 |
| Participatory Development | Hasan, Arif, Oxford, 2010 |
| Political Communication in Britain: The Leader Debates, the Campaign and the Media in the 2010 General Election (Ed.) | Palgrave McMillan, UK |
| Political Communication in Asia | Routledge, NY |
| "Precision Journalism: A Reporter's Introduction to Social and Science Methods", 4th ed. | Rowman and Littlefield, Lanham, MD |
| Report and Recommendations of the Media Commission, appointed by the Supreme Court of Pakistan, 2013 | FES, Islamabad, 2013 |
| Reporting the Frontier: Media Capacity Building for Peace in Pakistan's Tribal Areas | Khan, Altaf. VDM Verlag Dr. Müller K. June 2011 |
| "Writing, Directing, and Producing Documentary Films and Videos", 3rd ed. | Carbondale: Southern Illinois Press, 2002 |
| "Directing the Documentary", 4th ed. | Focal Press, 2004 |
| "Documentary Storytelling: Making Stronger and More Dramatic Nonfiction Films", 2nd ed. | Focal Press, 2007 |
| Principles of Editing | McGraw-Hill 1996 |
| Journalism — Principles and Practices | Vistaar Publications 2006 |
| The Handbook of New Media | London: Sage |
| Applying Communication Theory for Professional Life: An Introduction (2nd ed.) | London: Sage |
| Controversies in Contemporary Advertising | Newbury Park: Sage Publications |
| "Public Relations-Writing & Media Techniques" | Harper Collins College Publishers, NY |
| "Telecommunications Policy in Pakistan" | Telematics and Informatics |
| "Guaranteeing Copyright — Media Manager's Guide to Pakistani Broadcast Law" | Media Manager Companion Series, Internews Pakistan |
| "Model Freedom of Information Act", 2001 | Consumer Rights Protection Commission of Pakistan |
Others in Group VII
You may take one subject from this group, so these are alternatives to Journalism & Mass Communication, not companions to it.