VIVEKANANDA INSTITUTE OF PROFESSIONAL STUDIES

VIVEKANANDA SCHOOL OF JOURNALISM AND MASS COMMUNICATION

Accredited Grade “A” by NAAC, Recognised under Section 2(f) of UGC, Affiliated to
Guru Gobind Singh Indraprastha University, Recognised by the Bar Council of India
Approved BY AICTE/NBA, ISO 9001:2015, MCA Programme Accredited by NBA
Academic Session: August-December, 2020
Course Code: BA (JMC) 101
Course Title: Bachelor of Arts (Journalism and Mass Communication)
Paper Title: Communication: Concepts & Processes
Semester – I

Objectives of the Course: On completion of this course, the student should be able to:
 Define communication and mass communication
 Describe the process of communication and mass communication
 Explain the various models and theories of communication and mass communication
 Utilise the knowledge of emerging trends in communication and mass communication

Teaching pedagogy- Lecture Method, PowerPoint Presentations, Handouts, Practical speaking

sessions, Group Discussions, Non-Verbal Exercises, Research Papers

Resources (texts/references used and recommended):

1. Dan Laughey Key Themes in Media Theories, Rawat Publication
2. Taylor, Rosegrant, Meyrs Communicating, Prentice Hall
3. D.M. Silviera Personal Growth Companion, Classic Publishing
4. Edward De Bono How to Havea Beautiful Mind, Vermillion
5. De Fleur, M Theories of Mass Communication, 2nd Edition, New York; David Mc Kay
6. Siebert, Fred S. Peterson FourTheories of Press, Urbana University of Illionois Theodire B.
and Sehramm W. Press, 1856
7. Berlo, D.K. The Process of Communication, New York : Halt Renehart and Winston, 1960
8. Klapper, J.T. The effects of Mass Communications, New York Free Press, 1960
9. Kumar, K. J. (2000). Mass communication in India. Mumbai: Jaico Pub. House
10. Aggarwal, V. B., & Gupta, V. S. (2001). Handbook of journalism and mass communication.
New Delhi: Concept
11. Rayudu, C. S. (2011). Media and communication management. Mumbai: Himalaya
Publishing House
12. McQuail, D. (2002). McQuail's reader in mass communication theory. London: Sage
Publications
13. Heller, R. (2015). Commentary. Journalism & Communication Monographs, 17(3), 147-148
14. Naqvi, Hena. (2012). Journalism & Mass Communication: Upkar Prakashan
15. Hasan, S. (2013). Mass Communication Principles and Concepts. New Delhi: CBS
16. Stone, G., Singletary, M. W., & Richmond, V. P. (1999). Clarifying communication theories:
A hands-on approach
17. Baran, S. J. (2002). Introduction to mass communication: Media literacy and culture. Boston:
McGraw Hill
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AU BLOCK, PITAMPURA, OUTER RING ROAD, DELHI-110088Website: www.vips.edu E-mail Id:
vipsedu@vips.edu Ph.: 27343401-04
Academic Duration: Course Code: Course Title:
Year: Semester:
Aug.-Dec., BA (JMC) 101 Journalism and Mass Credits: 4
2020-21 I
2020 Communication
Objective: To facilitate the understanding of the subject so that the students are able to apply the
knowledge and demonstrate proficiency in practice.
UNIT I [Introduction to Communication] L-12
Session Details of the Topics/Sub-topics to be covered Methodology/ Ref./Text
No. Pedagogy Book
1 Syllabus and the concept of human L
communication
2&3 Definition and Concept of Communication L/D T1, T5, T7
4&5 Communication elements and process L/D T1, T5
6&7 Forms of Communication: Verbal, Non-verbal L/PPT T1, T5
Internal and External, Formal and Informal
(Organisational Communication)
8&9 Types of Communication: Interpersonal and L/PPT T1, T5, T6
Intrapersonal, Group and Mass
10 & 11 Barriers to Communication L/PPT T1, T5
12 7 C’s of Communication L/PPT T1, T5
Revision D/SP/HA
Class Test
Assignment 1: Differentiate between various types of communication.

Question Bank:
Q1. Write short notes:
i. Noise
ii. Feedback
iii. Encoding
iv. 7 C’s of Communication
v. Interpersonal Communication
vi. Written Communication
vii. Group Communication
Q2. Define Communication and discuss its importance for human existence.
Q3. Explain the importance of different elements of communication and elaborate on the process of
communication by giving suitable examples.
Q4. Differentiate between intrapersonal and interpersonal communication.
Q5. Discuss the advantages and disadvantages of group communication.
Q.6 What is the importance of communication?
Q.7 Discuss different barriers to communication. Give suitable examples
Q.8 Explain the various forms of communication.
Q.9 What is non-verbal communication? Discuss its various types with examples.

Lab Activity: 1. Prepare a PPT on yourself in about 6-8 slides

2. Dialogue (Role-play in pairs) to be recorded on mobile
Unit II [Mass Communication] L-12
Session Details of the Topics/Sub-topics to be covered Methodology/ Ref/Text Book
No. Pedagogy
1&2 Concept and Meaning of Mass Communication L/D T2, T3, T4
3&4 Mass Communication process L/D T2, T3, T4
5&6 Characteristics of Mass Communication and L/D T2, T3, T4
Functions of Mass Communication
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AU BLOCK, PITAMPURA, OUTER RING ROAD, DELHI-110088Website: www.vips.edu E-mail Id:
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7&8 Means of Mass Communication: Folk and L/PPT T2, T3, T4
Traditional
9&10 Means of Mass Communication: Films, Radio, L/PPT T2, T3, T4
Television and New Media
11 & 12 Mass Media Activism L/PPT T2, T3, T4
Revision D/SP/HA
Class Test
Assignment 2: Give one case study on mass media activism.

Question Bank:
Q. 1 Write short notes:
i. New Media
ii. Folk Media
iii. Traditional Media
iv. Mass Activism
v. Elements of mass communication
vi. Johari Window
vii. Mass Media
Q. 2 Write briefly about the process of mass communication.
Q. 3 What are the characteristics and functions of mass communication?
Q. 4 What are the means of mass communication?
Q.5 Elucidate different functions and roles of mass communication

Lab Activity: 3. Group Discussion. (Current Topic) The class will be divided into two: for and
against.
4. Listening and reviewing an audio program based on:
 Timing
 Type and Form
 Language (A content, format)
 Delivery (Tone, Pitch, Intonation, Pauses)
Unit III [Models of Communication] L-12
Session Details of the Topics/Sub-topics to be covered Methodology/ Ref/Text Book
No. Pedagogy
1&2 Communication Models: Definition, Need, Scope L/D/PPT T1,T2, T3, T4
and Purpose
3&4 Basic Communication Models: Aristotle’s L/D/PPT T1,T2, T3, T4
Classical Model
5&6 Shannon- Weaver’s Mathematical Models, L/D/PPT T1,T2, T3, T4
Wilbur Schramm’s Model; Laswell’s Model
7, 8&9 Advanced Communication Models: Newcomb’s L/D/PPT T1,T2, T3, T4
Model; Westley-McLean’s Model
10&11 George Gerbner’s Model: McCombs and Shaw’s L/D/PPT T1,T2, T3, T4
Agenda Setting Model; Spiral of Silence Model
12 Relevance of Communication Models L/D/PPT T1,T2, T3, T4
Revision D/HA/AP
Class Test
Assignment 3: Explain Agenda Setting Model. Substantiate with the help of any newspaper/magazine
content based on the same.

Question Bank:
Q. 1 Write briefly about the scope and purpose of communication models.
Q. 2 Explain Aristotle’s Classical Model.
Q. 3. Write about the mathematical models of communication.
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Q. 4. What are the advanced communication models?
Q. 5. Describe the communication model given by George Gerbner.
Q. 6. Describe the relevance of communication models with specific reference to the present media
industry.

Lab Activity: 5. Multimedia presentation: Current topic (Social Causes)

6. Identify newspaper/magazine content based on one or more models of
communication.
UNIT IV [Theories of Mass Communication] L-12
Session Details of the Topics/Sub-topics to be covered Methodology/ Ref/Text Book
No. Pedagogy
1 What is Communication Theory? L/D/PPT T1, T2, T3, T4
2&3 Bullet Theory, Two-Step Theory, Multi-Step L/D/PPT T1, T2, T3, T4
Theory
4 Cognitive Dissonance Theory L/D/PPT T1, T2, T3, T4
5, 6 Uses and Gratification Theory, Cultivation L/D/PPT T1, T2, T3, T4
Theory
7, 8 & 9 Normative Theories: Authoritarian, Libertarian, L/D/PPT T1, T2, T3, T4
Soviet-Communist
10, 11 & Social Responsibility, Developmental, L/D/PPT T1, T2, T3, T4
12 Democratic Participation
Revision D/HA/MMP

Class Test

Assignment 5: Explain Uses and Gratification Theory. Substantiate with the help of any
newspaper/magazine content based on the same.

Question Bank:
Q. 1 Write a short note on:
i. Authoritarian Theory
ii. Libertarian
iii. Soviet-Communist
iv. Cultivation Theory
v. Democratic Participation

Q. 2. What is the Bullet Theory?

Q. 3. What is the difference between the Two-Step Theory and Multi Step Theory?
Q. 4. Explain the Uses and Gratification Theory with examples.
Q. 5. Discuss the specific characteristic features of the Normative Theories of media.
Q. 6 Explain Cognitive Dissonance Theory with the help of an example.

Lab Activity: 7. Letter to the Editor

8. Identify newspaper/magazine content based on one or more theories of
communication
L- Lecture, D- Discussion, SP- Student Presentation, PPT- PowerPoint Presentation, T-
Textbook, AP – Audio Programme, HA- Home Assignment, MMP – Multimedia Presentation.
Textbooks: T1. Rayudu, C. S. (2011). Media and communication management. Mumbai:
Himalaya Publishing House.
T2. Hasan. Seema (2013). Mass Communication. IInd edition, CBS Publishers &
Distributors, New Delhi.
T 3. Kumar, K. J. (2000). Mass communication in India. Mumbai: Jaico Pub.
House.
T4. Baran, S. J. (2002). Introduction to mass communication: Media literacy and
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AU BLOCK, PITAMPURA, OUTER RING ROAD, DELHI-110088Website: www.vips.edu E-mail Id:
vipsedu@vips.edu Ph.: 27343401-04
 culture. Boston: McGraw Hill.
T5. Sinha, K.K. (2000) Business Communication
T6. Taylor, A., Meyer, A., Rosegrant, T. (1977). Communicating. Prentice Hall.
T7. Watson, J. (2012). Dictionary of Media and Communication Studies.
Bloomsbury.

Dr Aneela Tahilramani
Assistant Professor, VSJMC, VIPS

Question Bank
Long Answer Type
1. Why do human beings communicate? Discuss with examples.
2. What is self? Discuss the various facets of self by citing suitable examples.
3. What are the qualities of a good and effective communicator?
4. Discuss in detail the advantages and disadvantages of group communication
5. Do you think media cultivates ideas in the minds of the public? Discuss giving recent
examples
6. If the media sets the agenda for the people, who set the agenda for the media?
7. Form yourselves in groups of five members each and write slogans on the environment.
8. Which is your favourite newspaper columnist and what do you like in his/her style of
writing?
9. Introspect and write five positive and negative facets of yourself

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AU BLOCK, PITAMPURA, OUTER RING ROAD, DELHI-110088Website: www.vips.edu E-mail Id:
vipsedu@vips.edu Ph.: 27343401-04