MEDIA STUDIES SYBAMMC CLASS NOTES

Module 1. Eras, Relevance, Connection to Culture, Literature

- Era of Mass Society and Culture - till 1965

- Normative Theories - Social Responsibility Theory

- Development Media Theory

Module 2. Media Theories

- Propaganda and Propaganda Theory, Origin and meaning of Propaganda

- Hypodermic Needle / Magic Bullet

- Harold Lasswell

- Scientific Perspectives to Limited Perspectives Theory

- Paul Lazarsfeld - Two Step Flow

- Carl Hovland and Attitude Change

Module 3. Cultural Perspectives

Various Schools:

- Toronto School (Mc Luhan)

- Birmingham (Stuart Hall)

- Frankfurt - Theodore Adorno and Maz Horkheimer

- Raymond WIlliams - Technological Determinism

- Harold Innis - Bias of Communication

Media and Identity - Feminism / Racism / Ethnicity etc. / Caste / Class / Tribal / Queer Representations

Module 4. Media Effects

Theories on Media effects

- Media Effect and Behavior

- Media Effect Theories and the Argument against Media Effect Theories

- Agenda Setting Theory

- Cultivation Theory

- Politics and Media studies - Media bias, Media decency, Media Consolidation

Module 5. New Media and the Age of the Internet

- New Media

- Henry Jenkins - Participatory Culture

- Internet a Public Sphere - Habermas to Twitter

- McLuhan's Concept of Global Village in the Age of Netflix

- Uses and Gratification in the Age of Internet