Course: Mass Communication Pat-I  Course code: (5631)

Level: M.Sc (Mass Communication)         ASSIGNMENT No.1

Question no. 1 Elaborate with examples the kinds of Communication and its effects in various situations.

Communication is the act of conveying information from one person or group to another. There are many kinds of communication, each with its own specific purpose and effect. In this response, I will provide examples of the different types of communication and how they can affect various situations.

1. Verbal communication: This refers to the use of spoken words to convey information. Examples of verbal communication include face-to-face conversations, telephone calls, and video chats. Verbal communication can be used to express feelings, share ideas, give instructions, or convey opinions. Effective verbal communication can build strong relationships, resolve conflicts, and foster understanding.
2. Nonverbal communication: This refers to the use of body language, facial expressions, and tone of voice to convey information. Examples of nonverbal communication include gestures, eye contact, posture, and facial expressions. Nonverbal communication can be used to convey emotions, establish rapport, and communicate attitudes. Effective nonverbal communication can help people to understand each other better, build trust, and avoid misunderstandings.
3. Written communication: This refers to the use of written words to convey information. Examples of written communication include emails, letters, memos, and reports. Written communication can be used to provide information, request feedback, or document agreements. Effective written communication requires clarity, conciseness, and accuracy.
4. Visual communication: This refers to the use of images, graphs, charts, and other visual aids to convey information. Examples of visual communication include presentations, infographics, and diagrams. Visual communication can be used to simplify complex information, clarify concepts, and make information more memorable.
5. Interpersonal communication: This refers to communication that occurs between two or more people. Examples of interpersonal communication include conversations between friends, family members, and coworkers. Effective interpersonal communication requires active listening, empathy, and respect.
6. Mass communication: This refers to communication that occurs on a large scale, such as through television, radio, or social media. Examples of mass communication include news broadcasts, advertisements, and political campaigns. Mass communication can be used to inform, persuade, or entertain.

The effects of communication can vary depending on the type of communication used and the situation in which it occurs. Effective communication can build trust, promote understanding, and strengthen relationships. Ineffective communication can lead to misunderstandings, conflicts, and mistrust. Therefore, it is important to choose the right type of communication for each situation and to use it effectively.

Question no. 2   What are the essential elements for the process of communication? Explain it with the help of a model.

The essential elements for the process of communication are:

1. Sender: The person or entity who initiates the communication by encoding a message to be transmitted.
2. Message: The information, idea, or feeling that the sender wishes to convey to the receiver.
3. Channel: The medium or method used to transmit the message from the sender to the receiver, such as spoken or written language, gestures, or electronic media.
4. Receiver: The person or entity who receives and decodes the message sent by the sender.
5. Feedback: The response or reaction of the receiver to the message, which allows the sender to know if the message has been received and understood.
6. Context: The situation, environment, or circumstances in which the communication takes place, which can impact the interpretation of the message.

All of these elements are necessary for effective communication to occur, and they must be in sync to ensure that the message is accurately understood by the receiver.

here are some communication models that further elaborate on the essential elements of communication:

1. Shannon-Weaver Model: This is a linear model of communication that focuses on the transmission of a message from a sender to a receiver. The model includes the following elements:

• Sender: The person who originates the message and encodes it into a signal that can be transmitted.
• Message: The information that the sender wants to communicate.
• Channel: The medium through which the message is transmitted.
• Receiver: The person who receives the message and decodes it into a form that can be understood.
• Noise: Any factor that interferes with the transmission or reception of the message.
• Feedback: A response from the receiver that lets the sender know if the message has been received and understood.

2. Transactional Model: This model views communication as a transaction between the sender and receiver, where both parties contribute to the meaning of the message. The model includes the following elements:

• Sender: The person who initiates the communication and encodes the message.
• Message: The information that the sender wants to communicate.
• Channel: The medium through which the message is transmitted.
• Receiver: The person who receives the message and decodes it into a form that can be understood.
• Feedback: A response from the receiver that provides the sender with information about how the message is being received.
• Context: The situational and cultural factors that influence the communication process.

3. Berlo’s Model: This model emphasizes the importance of the communication skills of both the sender and the receiver. The model includes the following elements:

• Source: The person who originates the message.
• Message: The information that the source wants to communicate.
• Channel: The medium through which the message is transmitted.
• Receiver: The person who receives the message.
• Effect: The response of the receiver to the message.
• Feedback: A response from the receiver that lets the source know if the message has been received and understood.
• Context: The situational and cultural factors that influence the communication process.

Overall, these models demonstrate that communication is a complex process that involves multiple elements, and effective communication requires careful consideration of each of these elements.

Question no.  3 What are different psychological hurdles of communication? Suggest the ways to resolve these barriers.

There are several psychological hurdles that can make communication difficult. Here are some of the most common ones:

1. Perception: People have different perceptions of the world based on their experiences, beliefs, and values. This can lead to misunderstandings when people assume that others share their point of view.
2. Stereotyping: Stereotyping is when people make assumptions about others based on their race, gender, age, or other characteristics. This can lead to bias and discrimination, and can make communication difficult.
3. Language barriers: People who speak different languages may have trouble communicating effectively, even if they share the same ideas. This can be a major hurdle for international business or diplomacy.
4. Emotions: Strong emotions such as anger, fear, or sadness can make it difficult to communicate clearly. People may become defensive or lash out, which can escalate conflict.
5. Ego: People’s egos can get in the way of effective communication. They may be unwilling to admit that they’re wrong or to listen to others’ perspectives.
6. Power dynamics: When there is a power imbalance between communicators, such as in a boss-employee relationship, the person with more power may dominate the conversation and not listen to the other person.
7. Cultural differences: Different cultures have different communication styles and norms. What is considered polite or appropriate in one culture may not be in another, which can lead to misunderstandings.

Overall, being aware of these psychological hurdles can help individuals and groups communicate more effectively and avoid unnecessary conflict.

There are several ways to address and overcome the psychological hurdles of communication. Here are some suggestions:

1. Perception: To overcome perception barriers, it is important to listen actively and try to understand the other person’s point of view. Avoid making assumptions and ask questions to clarify any misunderstandings.
2. Stereotyping: To address stereotyping, try to approach each person as an individual and avoid making assumptions based on their appearance or background. Focus on their ideas and contributions to the conversation.
3. Language barriers: Use translation services, learn basic phrases in the other person’s language, and speak slowly and clearly to help overcome language barriers.
4. Emotions: Take a break if emotions are running high, and try to address the underlying causes of the emotions before continuing the conversation. Use “I” statements to express feelings and avoid blaming or accusing language.
5. Ego: Acknowledge when you’re wrong, be open to feedback and other perspectives, and try to focus on finding a solution rather than being right.
6. Power dynamics: Be aware of power imbalances and try to create an environment of mutual respect and collaboration. Encourage the other person to share their perspective and actively listen to their ideas.
7. Cultural differences: Educate yourself about other cultures and communication styles, be respectful of differences, and avoid assumptions or stereotypes.

Overall, effective communication requires active listening, empathy, and respect for others. By addressing these psychological hurdles, we can improve our ability to communicate and build stronger relationships.

Q. 4           Write notes on the following:                                                                

         i)       De Fleur Model of communication

The De Fleur Model of Communication, also known as the De Fleur and Ball-Rokeach Model, was developed in 1989 by Melvin De Fleur and Sandra Ball-Rokeach. The model aims to explain how mass media influences audiences and how the audience’s response influences the media.

The model consists of four components:

1. Media production: This component refers to the creation and distribution of media messages by media organizations, including news outlets, entertainment companies, and advertisers.
2. Media content: This component refers to the actual content of the media messages, including the information, images, and sounds conveyed by the media.
3. Audience interpretation: This component refers to how the audience interprets and responds to the media messages. Audience interpretation is influenced by a variety of factors, including the audience’s demographics, values, and beliefs.
4. Audience feedback: This component refers to the audience’s response to the media messages. Feedback can take the form of letters to the editor, online comments, or ratings and reviews.

According to the De Fleur Model, the media’s production and content influence the audience’s interpretation and feedback, and the audience’s feedback, in turn, influences the media’s production and content. This creates a continuous feedback loop that shapes the media landscape.

The De Fleur Model has been used to explain a variety of media phenomena, including the rise of social media and the impact of media on public opinion. It provides a framework for understanding the complex relationships between media, audiences, and society.

         ii)      Two Step Flow Model of Mass Media

The Two Step Flow Model of Mass Media is a communication theory that was first introduced by sociologists Elihu Katz and Paul Lazarsfeld in the 1950s. The model suggests that information flows from mass media to opinion leaders, who then pass on this information to others in their social network. The opinion leaders are seen as having a greater influence on the attitudes and opinions of individuals than the media itself.

The Two Step Flow Model is based on the idea that people are more likely to be influenced by those who they know and trust, rather than by mass media sources. Opinion leaders are people who are knowledgeable about a particular topic and are influential in their social networks. They can be friends, family members, colleagues, or experts in a particular field.

The model suggests that the media has a limited direct influence on individuals, but it can influence opinion leaders who then influence others. The opinion leaders act as a filter for the media messages, interpreting and framing them in a way that is relevant to their social network.

The Two Step Flow Model has been used to explain a variety of communication phenomena, including the spread of political opinions, health behaviors, and consumer attitudes. It suggests that communication is a dynamic process that involves both media messages and interpersonal interactions.

Critics of the model argue that it oversimplifies the complex relationships between media, opinion leaders, and individuals. They suggest that the model does not account for the diversity of opinions and the role of social media in communication today. Nevertheless, the Two Step Flow Model remains an important contribution to the field of communication theory

         iii)     The HUB model of Communication   

The HUB model of communication is a theoretical model that describes communication as a process that involves a sender, a receiver, and a communication channel. The model was developed by Robert T. Craig in 1999 and is based on the idea that communication is a dynamic and interactive process that involves the exchange of information and meaning between individuals or groups.

According to the HUB model, communication is initiated by a sender who has a message to convey. The sender encodes the message into a form that can be transmitted through a communication channel, such as speech, text, or visual media. The receiver then decodes the message, interpreting its meaning based on their own knowledge, experience, and cultural background.

The HUB model also emphasizes the role of context in communication. The context includes the physical, social, and cultural environment in which the communication takes place, as well as the relationship between the sender and receiver. The context can affect the interpretation and reception of the message, as well as the effectiveness of the communication.

One key aspect of the HUB model is that it recognizes that communication is not a one-way process, but rather a dynamic and interactive exchange of information and meaning. The model highlights the importance of feedback, which is the response of the receiver to the sender’s message. Feedback can take many forms, including verbal or nonverbal cues, questions, or requests for clarification.

Overall, the HUB model provides a useful framework for understanding the complex process of communication. It emphasizes the importance of context, feedback, and the dynamic exchange of information and meaning between sender and receiver.

     iv)      J-Curve model of news diffusion.

The J-Curve model of news diffusion is a theoretical model that describes how news spreads through a society or social system. The model was first introduced by David Phillips in 1974 and is based on the idea that the initial response to a new piece of information or news event is often negative or skeptical, but then increases rapidly before stabilizing at a new level.

The J-Curve model is called so because the pattern of the response over time resembles the letter “J”. Initially, the response to a new piece of information is low and negative. This is because people are skeptical of new information and need time to process and evaluate it. However, as the information becomes more widely known, the response increases rapidly, surpassing the initial level. This is often due to the media coverage and attention given to the news event. Eventually, the response stabilizes at a new level, which is higher than the initial level, but lower than the peak level.

The J-Curve model has been applied to various areas of news and communication, including public opinion, social movements, and crisis communication. The model suggests that news events can have a significant impact on public opinion and behavior, but that the response is not immediate and can take time to develop.

Critics of the model argue that it oversimplifies the complex process of news diffusion and that the response to news events is not always predictable. However, the J-Curve model remains a useful framework for understanding the dynamics of news diffusion and the role of the media in shaping public opinion.

Question no. 5 Do you agree the social responsibility theory uphold the principle of checks and balance in a society? Explain this statement in light of normative theories of press?    

Yes, I agree that the social responsibility theory upholds the principle of checks and balances in a society. The social responsibility theory of media ethics suggests that the media has a responsibility to serve the public interest and to act as a watchdog over powerful institutions, including the government and corporations. This means that the media should be free to report on issues of public concern, provide accurate and unbiased information, and hold those in power accountable for their actions.

In upholding these principles, the social responsibility theory helps to maintain a system of checks and balances in society. By providing critical and independent reporting on important issues, the media can help to prevent abuses of power, promote transparency and accountability, and ensure that all voices are heard. This helps to prevent a concentration of power in any one group or institution, and promotes a healthy and democratic society.

Overall, the social responsibility theory of media ethics is an important framework for understanding the role of the media in a democratic society, and how it can contribute to maintaining checks and balances to ensure the protection of individual rights and freedoms.

The statement “the social responsibility theory upholds the principle of checks and balances in a society” can be explained in light of normative theories of the press, particularly the four main theories: the authoritarian theory, the libertarian theory, the social responsibility theory, and the Soviet/Marxist theory.

The authoritarian theory suggests that the media should be controlled and regulated by the government, and that it should serve the interests of the state. This theory does not support the principle of checks and balances in a society, as it concentrates power in the hands of the government and limits the ability of the media to act as a watchdog over those in power.

The libertarian theory, on the other hand, emphasizes the importance of individual freedom and opposes any form of government regulation or control over the media. While this theory does support the principle of checks and balances in a society, as it promotes the idea of an independent and critical media, it also has the potential to create a concentration of power in the hands of media owners and corporations.

The social responsibility theory, as mentioned earlier, suggests that the media has a responsibility to serve the public interest and to act as a watchdog over powerful institutions, including the government and corporations. This theory supports the principle of checks and balances in a society, as it emphasizes the importance of an independent and critical media in holding those in power accountable and promoting transparency and accountability.

Finally, the Soviet/Marxist theory emphasizes the importance of the media serving the interests of the working class and promoting socialist values. While this theory does support the principle of checks and balances in a society, as it seeks to counteract the concentration of power in the hands of the ruling class, it also has the potential to limit freedom of expression and promote censorship.

Overall, the social responsibility theory of the press is consistent with the principle of checks and balances in a society, as it emphasizes the importance of an independent and critical media in holding those in power accountable and promoting transparency and accountability.