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CSS Journalism & Mass
Communication Notes
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 Table Of Content
I. Introduction to Mass
Communication………………………………………..……………..………..8

• Concept – Definitions, Need/Importance/Purposes, Types of Communication,

Process of Communication, Basic
Models……………………………………………………………..19
• Functions of a model, Evaluation of a
model………………………………………………..21
• Basic models in Mass Communication: -o Lasswell’s Model
(1948)…………………….23
• o Shannon-Weaver model
(1948)……………………………………………………………23
• Osgood,s model
(1954)…………………………………………………………………..….24
• Schramm’s model
(1954)……………………………………………………………………..26
• Newcmb’s symmetry theory
(1953)………………………………………………………...30.
• Westley-McLean’s model
(1976)…………………………………………………………..…31
• Gerbner model
(1956)……………………………………………………………………..….34

II. Mass Communication Theories

Normative theories of the press: Schramm’s four theories and criticism on these
Theories…………………………………………………………………………………………...3
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• Media as agents of
power…………………………………………………………..………43
• The Spiral of
silence…………………………………………………………………..……..48
• Media Usage and
gratifications………………………………………………………….….49
• Media
hegemony……………………………………………………………………………...54
• Diffusion of
innovations………………………………………………………………….……57
• Powerful effects model: hypodermic needle, silver
bullet………………………….…….60
• Moderate effects model: two-step and multi-step flow of
communication……………...62

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 • Powerful media revisited: Marshal McLuhan’s media
determinism…………………..…68

III. Global / International Communication

• The Historical Context of International

Communication………………………………….69
• Globalization, technology, and the mass
media……………………………………….…..71
• Communication and Cultural
imperialism………………………………………………….75
• Communication Flow in Global Media: Imbalance in the flow of information
between North and
South…………………………………………………………………….76
• McBride commission and its
recommendations…………………………………………...83
• International Communication in the Internet Age: the new social media and its
effects on developing
world……………………………………………………………….…88

IV. Media and Society

• Mass media and social change………………………………………………………..…..97

• Media as a social system: The balance between interrelation and
interdependence…………………………………………………………………………...10
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• Media freedom and its role for democracy………………………………………….…111
• The functional approach to mass media: four social functions of the media……….116
• Media as an awareness agent…………………………………………………………..120
• Mass media and social representation……………………………………………….…126

V. Mass Media in Pakistan:

• Media system in Pakistan: historical, chronological, and analytical

review…………...142
• The system of journalism and the media
system…………………………………….....151
• Employer-employee relations in Pakistani
media……………………………………….156
• Government-press
relations……………………………………………………………...…157
• Press in Pakistan: The newspaper industry, from mission to the
market……………..159
• Electronic media: from total dependence to enormous
power………………………....168

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 • The new 24/7 television: uses and
abuses…………………………………………..…..180
• The new radio: potential for change and the present
performance…………….….….184
• The question of freedom and
responsibility………………………………………….......191

VI. Development Support Communication

• Theories of development support communication with specific focus on the

developing
world…………………………………………………………………………….194
• The dominant paradigm of development: historical, analytical
perspective…………..200
• The Alternative paradigm of
development…………………………………………………204
• Small is beautiful: community development as a snowball
effect…………………...…214
• Globalization vs
Localization……………………………………………………………….215
• Glocalization………………………………………………………………………………….2
22
• Social Marketing: how to infuse new ideas into a developing
population……………..226

VII. Public Relations:

• Concept of Public
Relations………………………………………………………..……....236
• Historical development of public relations: from press agentry to
PR………………....236
• Public relation in
Pakistan…………………………………………………………………...239
• Ministry of
information…………………………………………………………………….…246
• Press Information Department
(PID)……………………………………………….……….251
• Public relations and
publicity……………………………………………………………...…252
• PR as a tool for
governance…………………………………………………………..….…254
• Private PR agencies and their
structure…………………………………………….….….257
• Basic methods of PR: press release, press note, press
conference……………….…260
• PR Ethics….265

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VIII. Media Laws and Ethics:

• History of Media Laws in Pakistan………………………………………………………269

• Development of media regulations from British colonial era to independent
Pakistan…………………………………………………………………………………….270
• Libel, Defamation and relevant portions of PPC……………………………..…….…298
• PPO, RPPPO………………………………………………………………………….…..308
• PEMRA: establishment, development, and operational mechanisms……….….….327
• Press Council of Pakistan
(PCP)………………………………………………………..…..335
• Citizens Media Commission: need, present status, and reasons for
inactivity………..336
• Press Code of
Ethics…………………………………………………………………..……..341
• Inability of the media to develop a code of ethics as an
institution………………….…..347
• The media’s quest for freedom and its inability to self
regulate…………………….……354

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Introduction to Mass Communication
• Concept – Definitions
Mass communication is the study of how people and entities relay information through mass
media to large segments of the population at the same time. It is usually understood to relate
newspaper, magazine, and book publishing, as well as radio, television and film, even via
internet as these mediums are used for disseminating information, news and advertising.
Mass communication differs from the studies of other forms of communication, such as
interpersonal communication or organizational communication, in that it focuses on a single
source transmitting information to a large number of receivers. The study of mass
communication is chiefly concerned with how the content of mass communication persuades
or otherwise affects the behavior, attitude, opinion, or emotion of the person or people
receiving the information.

Definition by different scholars:

DeFleur & Dennis – "Mass Communication is a process in which professional
communicators use media to disseminate messages widely, rapidly and continuously to
arouse intended meanings in Large and diverse audiences in attempts to influence them in a
variety of ways."

Orlik – "Mass Communication is the process of rapidly conveying identical information,

assertions and attitudes to potentially large, dispersed and diversified audiences via
mechanisms capable of achieving that task."

Berge – "Mass Communication involves the use of print and electronic media such as
newspapers, magazines, film, radio or TV to communicate the large number of people who
are located in various places often scattered all over the country or the world."

Features:

a. Professional Communicators formulate a message.

b. Communication has some effect.

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c. The message is send out in a relatively rapid and continuous way via mass media.

d. Uni-directional flow.

Need/Importance/Purposes, Types of Communication

There can be many benefits of studying Mass Communication in this global age of
information but three key benefits of taking up Mass Communication are what we are going
to talk about today.

Before we begin with what are the profits of it, let’s first understand what is Mass
Communication?

Years is a short-term course, which we really do not advice you to take up, as the course
requires rigorous practical work and in-depth understanding.

It comprises six-core subjects- Journalism, Video Production, Audio Production, Advertising,

Event Management and Public Relations. Each of the cores is an extensive field in itself with
each having masters level courses in universities of repute abroad and back home. Before
you understand the benefits of studying Mass Communication, let’s first understand what all
does it includes in detail. Journalism is further Print Journalism and Electronic Journalism.
Here you would get to learn the skills of reporting, writing and editing stories (news stories).
In audio and video production, most colleges impart theoretical knowledge and practical
skills of handling equipment like video camera, still camera, editing Software’s and audio
recording equipments. Mass Communication adds some more depth to your knowledge of
the market, as Advertising is a popular core, which is taught as a part of course. Here not
only you would learn a little bit of marketing along with how a typical ad agency functions but
practical may also include designing an ad campaign. In Event Management, you get to learn
how corporate events mainly are organized and the typical tasks, which are entailed. Finally
Public Relations or PR as it is popularly known will help you understand what are the
different people a company needs to maintain a cordial relationship with. It is just not its
consumers but also dealers, government, employees and so on. Thus Mass Communication
is an exhaustive course where you get to learn so much. Unlike popular belief that Mass
Communication is a course which helps you work in the media especially electronic media,
this course is not just about it. Essentially studying Mass Communication entails knowing
about all the aspects of communicating with the masses where masses are large number of
people unknown to you.

Now let’s get down to the benefits of studying Mass Communication

Benefit #1 Satisfying Experience: The first benefit of studying Mass Communication is that
there are enough engineers, doctors, managers and other professionals in the world. Not
that they are not important to the world or happy with what they are doing in life but if such a
profession is not your thing than you could be really frustrated in life. Mass Communication
needs hard work, persistence, focus and interest in creative endeavors even when you are
only studying it but once you start giving your maximum efforts to it, rest assured you would
feel you are upto some very Nobel cause. Who does not get a high when their thoughts and
ideas impact the society positively and have the potential for bringing about a change?

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Benefit#2 Know Early, decide wisely: Whether to pursue Mass Communication at graduation
level or at master’s level is a catch 22 situation. See, a graduate course can be generic
where you can learn different things and decide in advance that what is it you would want to
specialize in. Masters is the apt level for specialization. From this argument flows the logic
that take up Mass Communication degree at graduation level only. Those media graduates
who studied all the cores of Mass Communication at graduation level are in a better position
to decide what to specialize in- filmmaking, journalism etc. While knowledge base so wide
helps one as a professional too as everything is linked ultimately so it is always good to know
how an ad agency works if its event management you want to go for. By the time you
graduate, ideally you should have a fair inkling of what is it particularly which interests you in
Mass Communication.

Benefit#3 Sometimes Mass Communication graduates tend to switch lines by taking up

something else instead of any core area of Mass Communication. An increasing number
chooses to do MBA in marketing. It helps to do Mass Communication if you choose to go to
such fields like Management, your own business, teaching and the likes. Ultimately this
course is about communication and in today’s world, soft skills play an important role in your
career growth. All the skills that you have learnt during your graduation can help you to
communicate your way to success. In comparison to run of the mill degrees like BBA, BA
etc, it will end up making you more professional and smart.

Field of study:

Mass communication is "the process by which a person, group of people, or large

organization creates a message and transmits it through some type of medium to a large,
anonymous, heterogeneous audience."[1] This implies that the audience of mass
communication are mostly made up of different cultures, behavior and belief systems. Mass
communication is regularly associated with media influence or media effects, and media
studies. Mass communication is a branch of social science that falls under the larger
umbrella of communication studies of communication

The history of communication stretches from prehistoric forms of art and writing through
modern communication methods such as the Internet. Mass communication began when
humans could transmit messages from a single source to multiple receivers. Mass
communication has moved from theories such as the hypodermic needle model (or magic
bullet theory) through more modern theories such as computer-mediated communication.

In the United States, the study of mass communication is often associated with the practical
applications of journalism (Print media), television and radio broadcasting, film, public
relations, or advertising. With the diversification of media options, the study of
communication has extended to include social media and new media, which have stronger
feedback models than traditional media sources. While the field of mass communication is
continually evolving, the following four fields are generally considered the major areas of
study within mass communication. They exist in different forms and configurations at
different schools or universities, but are (in some form) practiced at most institutions that
study mass communication.

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Advertising:

Advertising, in relation to mass communication, refers to marketing a product or service in a

persuasive manner that encourages the audience to buy the product or use the service.
Because advertising generally takes place through some form of mass media, such as
television, studying the effects and methods of advertising is relevant to the study of mass
communication. Advertising is the paid, impersonal, one-way marketing of persuasive
information from a sponsor. Through mass communication channels, the sponsor promotes
the adoption of goods, services or ideas. Advertisers have full control of the message being
sent to their audience.

Broadcasting:

Broadcasting is the act of transmitting audio and/or visual content through a communication
medium, such as radio, television, or film. In the study of mass communication, broadcasting
can refer to the practical study of how to produce communication content, such as how to
produce a television or radio program. When broadcasting through radio and television, the
entertainment and information can be distributed by wire and wireless to other radio stations,
television stations, and networks. The channels offer informative and entertaining content of
general and specific interest.[3] Along with radio and television broadcasting, those
presenting the information could present the information live or recorded.

Journalism:

Journalism, is the collection, verification, presentation, and editing of news for presentation
through the media, in this sense, refers to the study of the product and production of news.
The study of journalism involves looking at how news is produced, and how it is
disseminated to the public through mass media outlets such as newspapers, news channel,
radio station, television station, and more recently, e-readers and Smartphone’s. The
information provided pertains to current events, trends, issues, and people.

Public relations:

Public relations is the process of providing information to the public in order to present a
specific view of a product or organization. Public relations differs from advertising in that it is
less obtrusive, and aimed at providing a more comprehensive opinion to a large audience in
order to shape public opinion. Unlike advertising, public relations professionals only have
control until the message is related to media gatekeepers who decide where to pass the
information on to the audience

1. Read:

From reading newspapers to those inscriptions on the back toothpaste, research articles or
blogs about someone’s mundane activities – reading is a must.

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Because you meet people from diverse backgrounds like commerce, computer applications,
dental care, architects, zoology, botany and those under-graduate courses you never heard
off all in your mass media class only your reading will help you connect with such diversity.

Remember media is multidisciplinary subject. The more you read about diverse subjects the
more open mind is to new ideas.

2. Creativity:

“Oh! I am not creative. Master’s in Media and Communication a.k.a. mass comm is out of
question.” Plenty of people give this excuse.

To be honest, you might not even know where your creativity lies until you explore you
subconscious. Challenge your little self to do something different.

And the Result would be – “Eureka!” Nowhere else you will learn such wide range of skills –
writing, acting, radio production, photography, designing for print, news anchoring, fictional
work and so many other areas where you will discover your creative side.

3. Multi-task:

You cannot copy your friend’s assignments. It’s not a rule. You simply cannot copy.

Your news stories might be same. But your reporting style makes the difference. Your
product can be same. Yet your advertisement cannot resemble your friend’s ad. Either way,
if you don’t give your evaluator something new you don’t score points.

So shouldn’t this point be called Originality rather than Multi- tasking?

Well, your original assignments are never stand alone. They always come amidst other
activities. So might be reporting inauguration of new petrol bunk in your locality, you might
have to come back make a presentation on “How to conserve our natural resource” in the
environment journalism class.

4. Love to have fun:

You ought to be fun loving. If you like to sit at your desk, keep your head dipped in your work
and run home at 5 o clock, Mass communication is not your cup of tea.

Right blend of fun and seriousness makes you a complete media person.

Unless your lips are darkened with hot coffee, and your eyes darkened with late night
movies, nails bitten in the spooky railway tunnels or you have been chased away by the
police (when you are waiting for perfect time to shoot setting sun in the beach and they
assumed you are contemplating suicide) you have never completed you Mass
Communication course.

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5. Survival of the fastest:

There is no room for laidback, slow, take-your-time type of work. There is no such thing as
laid-back-work in the media industry. Masters in Mass Comm at any institute anywhere in
theworld requires promptness and enthusiasm — or someone else will steal your story idea!

Process of Communication:
Seven major elements of communication process are:

(1) sender

(2) ideas

(3) encoding

(4) communication channel

(5) receiver

(6) decoding

(7) feedback

Communication may be defined as a process concerning exchange of facts or ideas

between persons holding different positions in an organisation to achieve mutual harmony.
The communication process is dynamic in nature rather than a static phenomenon.

Communication process as such must be considered a continuous and dynamic inter-action,

both affecting and being affected by many variables.

(1) Sender:

The person who intends to convey the message with the intention of passing information and
ideas to others is known as sender or communicator.

(2) Ideas:

This is the subject matter of the communication. This may be an opinion, attitude, feelings,
views, orders, or suggestions.

(3) Encoding:

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Since the subject matter of communication is theoretical and intangible, its further passing
requires use of certain symbols such as words, actions or pictures etc. Conversion of subject
matter into these symbols is the process of encoding.

(4) Communication Channel:

The person who is interested in communicating has to choose the channel for sending the
required information, ideas etc. This information is transmitted to the receiver through certain
channels which may be either formal or informal.

(5) Receiver:

Receiver is the person who receives the message or for whom the message is meant for. It is
the receiver who tries to understand the message in the best possible manner in achieving
the desired objectives.

(6) Decoding:

The person who receives the message or symbol from the communicator tries to convert the
same in such a way so that he may extract its meaning to his complete understanding.

(7) Feedback:

Feedback is the process of ensuring that the receiver has received the message and
understood in the same sense as sender meant it.

Basic Models:
Today we’re going to be discussion the Three (3) Models of Communication, but before we
hop into it, you should be sure that you are up to speed with your communication
terminology. You might want to have our glossary handy, or you might want to head to The
Communication Process article for a quick review.

The Models of Communication

Published by MC on August 19, 2013 | 1 Response

Today we’re going to be discussion the Three (3) Models of Communication, but before we
hop into it, you should be sure that you are up to speed with your communication
terminology. You might want to have our glossary handy, or you might want to head to The
Communication Process article for a quick review.

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The Communication Models:

The purpose of a “model” is to offer a visual representation of a concept with the intent of
facilitating the understanding of it. Traditionally speaking, there are three standard models of
the communication process: Linear, Interactive, and Transactional, and each offers a slightly
different perspective on the communication process.

Linear Communication Model:

There’s a bit of a debate about the Linear Communication model and how it recognizes (or
doesn’t recognize) the concept of feedback. The linear model’s behavior is belied by its
name, where a sender encodes a message via a channel and the message is decoded by
the receiver. It is straight-line communication found typically in mass communication; think
television, radio, newspapers, etc. According to this model, there is no means for immediate
feedback.

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For Complete CSS Mass
Communication Notes:

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