Program: B.A.M.M.
C (2024-25) Semester: I
Course: Fundamentals of Mass Communication Course Code: UMFMC101
Teaching Scheme Evaluation Scheme
Continuous
Lecture Practical Tutorial Semester End
Credit Assessment
(Hours (Hours per (Hours Examinations (SEE)
(C.A.)
per week) per week)
week)
4 0 0 4 40 60
Learning Objectives:
● To understand the importance, application and growth of communication in development
objectives for communicators
● To understand the process, elements, characteristics, importance, function and role of
mediated communication in society.
Course Outcomes:
After completion of the course, learners would be able to:
CO 1: Comprehend various forms and models of mass communication.
CO 2: Understand the functioning of different tools of mass communication.
CO 3: Appreciate the contribution of mass communicators in India and their impact on the
society.
CO 4: Understand the concept of New Media and Media Convergence and its implications.
Outline of Syllabus: (per session plan)
Module Description No of Hours
1 Mass Communication 15
2 Mass Media – Tools and History 15
3 Mass Communicators and the Impact of Mass Media 15
4 The New Mass Media 15
Total 60
Practical -
Unit Topic No. of
Hours/
Credits
Module 1 Mass Communication 15
● Meaning and Need for Mass Communication
● Forms of Communication: Intrapersonal Communication,
Interpersonal Communication, Group Communication, Public
Communication, Mass Communication: Electronic, Satellite,
Interactive, Digital Communication etc.
● Elements and process of communication
● Models of Mass Communication: Gerber’s Model,
Sociological Model, Gatekeeping Model, Defleur’s Model of
the Taste-differentiated Audience Model, Hub Model
● Functions of Mass Communication
● Barriers of Communication
Module 2 Mass Media – Tools and History 15
● Introduction to Mass Media
● Content and Nature of Mass Media, Impact & Influence of
Mass Media - The Indian Context: reach, access and nature of
audience
● Differentiate between Mass Communication & Mass Media
● Means & Tools of Mass Communication
● Traditional & Folk Media: Types, Importance of traditional
media
● Print: Books, Newspapers, Magazines
● Broadcast: Television, Radio
● Films
● Internet
● Advertising, Public Relations
● Other outdoor media
Module 3 Mass Communicators and the Impact of Mass Media 15
● Political, Social & Religious Reformers
(Mass communicators can be dealt in the form of case study
from the above areas)
● Impact of Mass Media on Society
● Education
● Children
● Women
● Culture
● Youth
● Development
Module 4 The New Media 15
● Media Convergence: conceptual framework, technological
dimension, economic dimension, socio-cultural dimension
and its implications to ‘Mass Communication.’
● Developments in the Economy, Society, and Culture and its
Impact on current communication media
● Introduce key terms such as “information economy” and
“information society,” “Digital,” “multimedia convergence,”
“information superhighway,” “channel abundance,” and
“interactivity.”
● Impact of social media on Mass Communication
Essential Reading:
1. Mass Communication Theory (1983) by Denis Mcquail, Sage Publication
2. Mass Communication (1994) by Rowland Lorimer. Manchester University Press
3. The Media in Your Life: An Introduction to Mass Communication (2007) by Jean
Folkerts and Stephen Lacy. Pearson Education
4. The Process and Effects of Mass Communication (1971) by Wilbur Schramm and F.
Robets. University of Illinois Press
5. Mass Communication Effects (1960): Joseph Klapper. Free Press
Reference books
1. Mass Communication & Development (1997) by Dr. Baldev Raj Gupta.
Vishvavidyalaya Prakashan
2. Mass Communication in India 5th Ed. (2020) by Keval J Kumar. Jaico Press
3. Mass Communication Journalism in India (1979) by D S Mehta. Sage Publication
4. Towards a Sociology of Mass Communication (1969) by Denis Mcquail. Collier
Mcmillan
