Q. No 2. Briefly narrate the implications and shortcomings of the Shannon and Weaver model of Communication?

Shannon Weaver Model (1948)

 The Shannon-Weaver model, developed by Claude Shannon and Warren Weaver in 1948, is one of the most influential models of
communication.
 It takes a linear approach, focusing on the technical transmission of a message.

Here's a breakdown of the model's key components:

 Source, encoder, medium, decoder, receiver, and noise.

 The Shannon–Weaver model is one of the first and most influential models of communication. It was initially published in
the 1948 paper "A Mathematical Theory of Communication" and
 It explains communication in terms of five basic components: a source, a transmitter, a channel, a receiver, and a
destination.
 The source produces the original message. The transmitter translates the message into a signal, which is sent using a
channel. The receiver translates the signal back into the original message and makes it available to the destination. For a
landline phone call, the person calling is the source. They use the telephone as a transmitter, which produces an electric
signal that is sent through the wire as a channel. The person receiving the call is the destination and their telephone is the
receiver.

Elements:

 Information Source: This is the person or thing that originates the message. It could be a speaker, writer, or even a device generating
a signal.
 Transmitter: This element takes the message and converts it into a transmittable signal. For example, your voice is converted into
electrical signals when you speak on the phone.
 Channel: This is the medium through which the signal travels. It could be a phone line, radio waves, the internet, or even a written
letter.
 Receiver: This element receives the transmitted signal and decodes it back into a message.
 Destination: This is the person or thing for whom the message was intended.

Noise: An important concept in the Shannon-Weaver model is noise. Noise refers to any interference that disrupts the transmission of the signal.
It can be static on a phone line, a typo in a written message, or even a listener's misunderstanding of the speaker's words.

Implications and shortcomings of Shannon weaver model of communication

 Linear Nature: The model is linear and doesn't account for the interactive and dynamic nature of human communication. It views
communication as a one-way process without feedback.
 Focus on Transmission: It emphasizes the technical aspects of message transmission, such as signal and noise, rather than the content
and meaning of the messages.
 Simplification: The model simplifies complex communication processes, failing to capture the subtleties and nuances involved in
human interactions.
 Lack of Context: It doesn't consider the context in which communication takes place, such as cultural, social, and situational factors
that influence communication.
 Assumes Clarity: The model assumes that the message sent by the sender is clearly understood by the receiver, ignoring the
possibility of misinterpretations or misunderstandings.
 Ignores Non-Verbal Communication: It primarily focuses on verbal communication and does not adequately address non-verbal
elements like body language, facial expressions, and gestures.
 Neglects Receiver's Role: The model places more emphasis on the sender and the transmission process, overlooking the active role of
the receiver in interpreting and responding to the message.
 No Feedback Mechanism: Without incorporating feedback, the model fails to show how communication can be a two-way,
interactive process where both parties adjust their messages and understandings.
 Static Representation: The model presents communication as a static process rather than a dynamic and ongoing interaction that
evolves over time.
 Technical Bias: Given its origins in information theory and engineering, the model has a technical bias and may not be fully
applicable to human communication, which involves emotions, relationships, and social dynamics.
 Passive receiver, emotional neglect, limited practical usefulness
Q. No 3. Explain how Uses and Gratification Theory is an audience centered approach in understanding Mass Communication. Also
explain how is it positivistic approach?

Uses and Gratification Theory

 The Uses and Gratifications (U&G) theory is a communication theory that focuses on why people choose to use certain media and the
satisfaction they get from that use.
 Unlike some theories that view audiences as passive recipients of media messages, U&G theory emphasizes the active role of
audiences in seeking out media to fulfill their needs and desires.

Here are some key aspects of Uses and Gratifications Theory:

 Audience Needs: People have various needs, both cognitive (knowledge, information), social (connection, belonging), affective
(entertainment, relaxation), and personal identity (reinforcement of self-image). U&G theory suggests that media is chosen to fulfill
these needs.
 Active Audience: People are not passive consumers; they actively choose media they think will satisfy their needs. They may switch
between different media or even interpret the same content differently based on their needs.
 Gratifications Sought: People use media with specific expectations of what they will get out of it. These gratifications can be
instrumental (learning something new), informational (staying informed), escapist (relaxation, distraction), or relational (connecting
with others).
 Media Choices: People choose media based on their perceived ability to fulfill their needs. For example, someone seeking relaxation
might choose a comedy show, while someone wanting to learn a new skill might watch an instructional video.

Here are some benefits of Uses and Gratifications Theory:

 Understanding Audience Behavior: U&G theory helps explain why people choose specific media and how they use it. This
knowledge is valuable for marketers, media producers, and anyone who wants to communicate effectively with an audience.
 Focus on Audience Needs: By understanding audience needs, media can be tailored to better serve those needs, leading to higher
engagement and satisfaction.

Here are some criticisms of Uses and Gratifications Theory:

 Difficulty in Measuring Needs: It can be challenging to precisely measure individual needs and how media use fulfills them.
 Limited Focus on Media Effects: The theory focuses on audience choices but doesn't fully address the potential impact of media
content on audiences.
 Ignores Power Dynamics: The theory doesn't consider the power structures within the media industry that can influence media
content and audience choices.

How Uses and Gratification theory is a positivist approach?

Positivist Approach: emphasizes the scientific method and objective knowledge in understanding the social world

 Objectivity: U&G theory strives for objective understanding of media use. It assumes researchers can study media audiences in
a neutral way, focusing on observable behaviors and motivations.
 Quantitative Research: The theory often relies on quantitative research methods like surveys and experiments to measure
audience needs, gratifications sought, and media choices. This emphasis on quantifiable data aligns with the positivistic focus on
objective and verifiable evidence.
 The Scientific Method: U&G theory follows the scientific method by developing hypotheses about audience motivations,
testing them through research, and refining the theory based on the findings. This structured approach to knowledge generation
aligns with positivism's emphasis on scientific rigor.
 Universal Truths: While acknowledging individual differences, U&G theory seeks to identify generalizable patterns in how
audiences use media. This focus on uncovering universal truths about human behavior reflects a core tenet of positivism.
Q. No 4. How Mac Bride Commission report analyze communication problems in modern societies? Discuss its recommendations in
detail.

Mac Bride Commission report

 The MacBride Commission report, formally titled "Many Voices, One World: Towards a New, More Just, and More Efficient World
Information and Communication Order," was a significant document published by UNESCO in 1980.

Here's a breakdown of the report:

Background:

 Established in 1977 by UNESCO, the International Commission for the Study of Communication Problems was chaired by Seán
MacBride (hence the nickname "MacBride Commission").
 The commission aimed to analyze communication issues on a global scale and propose solutions for a more equitable information
flow.

Key Findings:

 The report identified a one-way flow of information, with dominant Western media outlets shaping global narratives.
 It highlighted concerns about media concentration, commercialization, and unequal access to information and communication
technologies (ICTs) by developing nations.
 The report called for a "New World Information and Communication Order" (NWICO) that would promote:
o More democratic and participatory communication structures.
o Strengthening of national media to reduce dependence on external sources.
o Increased cultural diversity and representation in the media.
o Development of communication policies that address the needs of developing countries.

Recommendations: total 82

Total Area: 05

1. Strengthening Independence and Self-reliance in Communication Policies

2. Addressing Social Consequences and New Tasks of Communication
3. Focusing on Professional Integrity and Standards for Journalists
4. Democratizing Communication through Supporting Human Rights and Removing Censorship
5. Promoting International Cooperation to Achieve a Balanced Flow of Information

1. Establish national communication policies encompassing broadcasting, film, and print media, promoting ownership diversity.
2. Develop communication research centers in developing countries to build local expertise.
3. Integrate communication strategies into national development plans, recognizing its role in social and economic progress
4. Ensure public access to diverse information sources, empowering citizens with informed decision-making abilities.
5. Enhance journalist training programs, emphasizing ethical conduct, accuracy, and objectivity in reporting.
6. Safeguard journalists' rights and safety, allowing them to work freely without fear of censorship, intimidation, or violence.
7. Champion freedom of expression and information, guaranteeing the right to access and share information freely.
8. Eliminate prior censorship practices, supporting open communication without government restrictions.
9. Facilitate international cooperation on communication development projects, bridging the communication gap between developed and
developing countries.
10. Advocate for a more balanced news flow, ensuring a more equitable exchange d information globally.

Impact:

 While the NWICO concept faced criticism from Western nations for potentially restricting press freedom, the report sparked
discussions about communication imbalances and the need for a more just information order.
 The rise of the internet in the following decades arguably addressed some of the concerns raised by the MacBride Commission,
offering alternative platforms for information dissemination.
Q. No5. Define Public Relations. Also explain its tools and techniques and challenges in Pakistan.

Public Relations

 Public relations (PR) are the practice of managing the spread of information about a person or organization to the public in a way
that shapes public perception. It's about influencing, engaging with, and building relationships with key audiences (stakeholders) to
achieve specific communication goals.

Tools of Public Relations

Traditional Tools:

 Press Releases: Distributing newsworthy information to media outlets to generate coverage in newspapers, magazines, and on radio
and television.
 Media Relations: Building relationships with journalists, pitching stories, and organizing press conferences to secure positive media
mentions.
 Press Kits: Providing media outlets with background information about an organization, its products or services, and key personnel.
 Events: Organizing press conferences, product launches, seminars, and community events to connect with target audiences.

Digital PR Tools:

 Social Media: Utilizing platforms like Face book, Twitter, Instagram, and YouTube to engage with audiences, share news, and build
brand awareness.
 Website: Maintaining a user-friendly website that provides clear information about the organization, its activities, and contact details.
 Content Marketing: Creating and sharing valuable content (blogs, articles, info graphics, videos) to attract and engage audiences.
 Influencer Marketing: Partnering with social media influencers who hold sway with the target audience to promote products or
services.
 Online Reputation Management: Monitoring online mentions of the organization and addressing any negative feedback promptly.

Techniques of Public Relations for the Pakistani Context:

 Media Landscape: Understanding the diverse media landscape in Pakistan, which includes national and regional newspapers,
television channels, and radio stations, tailoring communication strategies accordingly.
 Cultural Sensitivity: Adapting communication styles and messages to resonate with Pakistani cultural norms and values.
 Language: Utilizing the appropriate language (Urdu, English, regional languages) to effectively reach target audiences.
 Community Engagement: Building relationships with local communities through sponsorships, charity work, and participation in
community events.
 Government Relations: Maintaining positive relationships with government agencies relevant to the organization's operations.

Challenges of Public Relations in Pakistan

 Fragmented Media Landscape: The vast number of media outlets, both print and electronic, can make it difficult to reach target
audiences effectively.
 Limited Resources: Many organizations, particularly small and medium businesses, may lack the budget for extensive PR
campaigns.
 Language Barriers: Reaching diverse audiences across Pakistan requires careful consideration of language and cultural nuances.
 Focus on Traditional Media: While digital PR is growing, some organizations might still prioritize traditional media over newer
online channels.
 Negative News Bias: Media outlets may be more inclined to cover negative news stories, requiring proactive communication
strategies to manage reputation.
Q. No 6. Define and explain the term Development Support Communication. Also narrate how it can be helpful in solving various social
issues of Pakistani society?

Define and explain the term Development Support Communication

 Development Support Communication (DSC) refers to the strategic use of communication techniques and media to support and
promote social development. It involves the planned and systematic application of communication principles to achieve specific
development goals, such as improving health, education, agriculture, and governance.

How Development Support communications help in solving various issues of Pakistani society?

 Raising awareness and promoting behavior change: DSC campaigns can educate the public on critical issues like gender equality,
domestic violence, or mental health. By using relatable messaging and culturally appropriate channels, they can challenge social
norms and encourage positive behaviors.
 Empowering communities: Through workshops, community radio shows, and participatory communication methods, DSC can
empower communities to identify their needs and become active participants in solving social problems. This fosters a sense of
ownership and increases the likelihood of long-term solutions.
 Bridging the information gap: Many social issues stem from a lack of access to accurate information. DSC campaigns can bridge
this gap by disseminating information on healthcare, sanitation, education rights, or legal aid. This empowers individuals to make
informed choices and advocate for themselves.
 Promoting tolerance and social cohesion: Social media rumors and misinformation can exacerbate social tensions. Well-designed
DSC campaigns can counter hate speech, promote interfaith dialogue, and celebrate Pakistan's diverse cultural heritage.

Q. No 7. “Pakistani media organizations are unable to formulate a self-disciplined code of ethics.” Do you agree or not. Support your answer
with logic and arguments.

Challenges to Self-Discipline:

 Lack of Enforcement: Pakistan has codes of ethics outlined by the Press Council of Pakistan (PCP) and Pakistan Electronic Media
Regulatory Authority (PEMRA)
 However, enforcement mechanisms might be weak, leading to some media outlets disregarding the guidelines.
 Commercial Pressures: There are concerns that media outlets prioritize sensationalism and profit over accuracy and responsible
reporting to attract viewers or readers
 Political Influence: Allegations exist of media bias due to political or financial ties, impacting objectivity

Efforts towards Improvement:

 Self-Regulatory Bodies: The PCP exists to uphold ethical standards and address complaints
 Independent Codes: Media organizations like Dawn have their own ethical codes journalists are expected to follow
 Advocacy Groups: Organizations like the Pakistan Coalition for Ethical Journalism promote ethical practices
Q. No.8. Write brief notes on any TWO of the following: (10 each)

a. Media as an agent of social change

b. Gerbner’s Model of Communication
c. Role of Social media in Pakistan

Media as an agent of social change

 The media plays a powerful role as an agent of social change. It acts as a bridge between people and ideas, shaping public opinion and
influencing social movements. Here's how media can be a force for positive change:

 Raising Awareness:
 Shifting Attitudes:
 Mobilizing Action:
 Holding Power Accountable:.
 Shaping Public Opinion
 Advocacy and Campaigns
 Education and Information
 Cultural Exchange and Understanding

Gerbner’s Model of communication

 Perception of Reality: The model starts with how an event (E) is perceived by a communicator (M). The perception is influenced by
the communicator's personal experiences, attitudes, and socio-cultural background.
 Encoding: The communicator then encodes this perception into a message (SE), choosing specific symbols, language, and mediums
that best represent the intended meaning.
 Transmission: The encoded message (SE) is transmitted through a chosen channel or medium. This process involves selecting
appropriate media, which can affect how the message is received.
 Decoding: The receiver (R) decodes the message (SE) based on their own experiences, attitudes, and socio-cultural background. The
decoding process might alter the original meaning intended by the communicator.
 Effect: The final step involves the effect (E') on the receiver, which could be in the form of changed attitudes, behaviors, or
understanding. This effect is influenced by the context

Process Flow

1. E (Event): A significant occurrence or piece of information.

2. M (Communicator): The individual who perceives the event.
3. SE (Signal): The representation of the event by the communicator.
4. Ch (Channel): The medium through which the signal is transmitted.
5. R (Receiver): The individual who receives and interprets the signal.
6. E' (Effect): The impact or change in the receiver's perception or behavior.

Role of Social media in Pakistan

 Social media plays a multifaceted role in Pakistan, impacting everything from communication to social movements. Here's a
breakdown of its key functions:

 Communication and Information Sharing:

 Political Awareness and Activism:
 Social and Economic Development

Challenges and Concerns:

 Misinformation and fake news:

 Echo chambers and polarization
 Privacy and security concerns