Central University of Jharkhand CUJ Ph.D. in Mass Communication Syllabus


Communication Theory

Block I Basics of Theory
Unit 1: Theory: meaning, need and importance, the process of theory building
Unit 2: Relationship between theory and research
Unit 3: Concepts of communication in ancient Indian texts
Unit 4: Asian perspectives of communication


Block II Models of Communication
Unit 1: Aristotle’s model, SMCR model, Lasswell’s model (1948), Braddock’s model (1958)
Unit 2: Shannon and Weaver’s model (1949), Schramm & Osgood’s model (1954)
Unit 3: Newcomb’s model (1953), Gerbner’s model (1956), Berlo’s model (1960)
Unit 4: Dance’s model (1967), Westley MacLean’s model (1957), Spiral of Silence model (1974),
Convergence model (1981), Ecological Model (2004),


Block III Theories of Communication
Unit 1: Psychological and Individual Difference Theory, Limited Effects Theory
Unit 2: Personal influence theory, Social learning theory, Cognitive Dissonance, Selective Perception
Unit 3: Sociological Perspectives: Agenda Setting, Cultivation Theory, Diffusion of Innovation,
Knowledge-Gap Hypothesis, Democratic Participation Theory, Spiral of Silence, Uses and Gratification
Theory, Media Systems Dependency Theory
Unit 4: Normative theory, Mass Society Theory, Propaganda Theory, Theory of Public Opinion
Formation, Social Responsibility Theory, Social Marketing Theory


Block IV Ideologies, Media and Communication
Unit 1: Frankfurt School, Political Economy Theory, Cultural Studies, Critical Theory, Marxist Theory,
textual analysis and literary criticism
Unit 2: Medium is the Message and Manufacturing Consent
Unit 3: Multiculturalism, Functionalism and Structuralism
Unit 4: Media as culture industry and media literacy movements