Course code
MACO 21414
Course Title
Communication theories and concepts
Pre – requisite –None
Types/Status -Core
Learning outcomes:
At the end of the unit student should be able to:
Understand and apply various theories connected with the study of Communication and its application to the study of the same. The student get the chance to evaluate the concepts connected with the theories and the practice of the same
Course Content
Communication theories and concepts; Biological theories, Sociological
Theories, Communist theory, Marxist theory, Gender theories. Oriental
theories , Cultural theories, Religious theories, Historical theories Industrial
theories and Other emerging theories in Sri Lanka and other Asian Countries.
Method of teaching and learning
Lecturers ,Handouts , Discussions ,Staff student seminar
Assessment
Examination [60%]
Assignments [20%]
Presentation [20%]
Recommended Reading
Dissanayake, Wimal, (ed) (1993) Communication Theory, The Asian Perspective, AMIC, Singapore
McQuail, Dens,(2005) Mass Communication Theory , Vistaar Publications , New Delhi
Williams ,R (1963) ,Communications ,London ,Penguin.
Carey ,J.W (1989),Communication as Culture ,Unwia Hyman
Course code
MACO 21424
Course Title
Approaches to Communication and media studies
Pre – requisite - None
Type/Status - Core
Learning Outcomes:
At the end of the unit student should be able to:
Apply various approaches to the study of communication and media studies.
The student will also get the chance of evaluating the strengths weaknesses and limitations of each approach. This will enhance the student to enter into the study of media content and structure .
Course Content
Nature of the communication approaches; Biological, Creative, Cultural, Global , Lateral , Philosophical ,Psychological, Political , Religious, Semiotic Sociological and Technological approaches
Method of teaching and learning
Class room Lectures, Workshops
Assessment.
Examination [60%]
Assignments [20%]
Presentation [20%]
Recommended Reading
McQuail, Danis,(2005) Mass Communication Theory , Vistaar Publications , New Delhi
Baran , Stanley J. and Davis , Deansk ,Thomson , (2007)Mass Communication Theory , Foundation Ferment and Future , Words worth , India Edition
Fiske , J, (1982) , Introduction to Communication Studies , London , Methuen.
Schramm, W.(1963).The Science of Human Communication, New York, Basic Books
Schramm ,W,(1963) ,The Science of Human Communication, New York ,Basic Books
Course code
MACO 21433
Course Title
Traditional Communication
Pre – requisite - None
Types/Status - Core
Learning outcomes:
At the end of the unit student should be able to:
Interpret various forms connected with the study of traditional communication and its application to the study of Mass communication. The student get the chance to evaluate the concepts connected with traditional communication patterns and the practice of the same.
Course Content
The nature of traditional communication, traditional social groups, traditional social issues, Origins of traditional media, cultural links
folklore; Folk theatre,folk songs, folktales, folk games, folk believes, folk faith folk music etc.
Rites and Rituals
Evolution of traditional communication,
Challenges to the use of traditional communication.
Method of teaching and learning
Lectures ,Observations ,Group discussions ,
Tutorials , Workshops
Assessment
Examination [60%]
Assignments [20%]
Presentation [20%]
Recommended reading
Propp, V. (1968) The Morphology of Folk Tales. Austin, University of Texas Press
Rogers, E. M. (1962) The Diffusion of Innovations. Glencoe, Free Press
Rogers, E. M. & Shoemaker. F. (1973) Communication & Innovations. New York: Free Press
Rothenbuhler, E. W. (1998) Ritual Communication. Thousand Oaks, Sage
Course code
MACO 21443
Course Title
Media History-World
Pre – requisite -None
Types/Status -Core
Learning outcomes:
At the end of the unit student should be able to:
Evaluate various trends connected with the study of media history of the world and its application to the study of Mass communication. The student formulate the modern studies on the historical development based on the developments taken place in the rest of the world.
Course content
The land marks and trends,
Technological, Ideological and other advancements in the following Geographical Zones. Asian, African, American, European, Pacific.
Method of teaching and learning
Lectures, Staff Student Seminars , Discussions,
Tutorials
Assessment
Examination [60%]
Assignments [20%]
Presentations [20%]
Recommended Reading
Blumler , J.G. and Katz .E (eds) (1974) , The Use of Mass Communication , Beverly Hills ,CA ,Sage
Gunarathne , Shelton A (ed)(200)Hand Book of the Media in Asia , Sage , India
Hilmes , Michele (2003) Connections , A Broadcast History Reader , Words Worth , Canada .
Rogers , E.M (1994) A history of Communication Study; A Biographical approach ,New York ,Free press
Course code
MACO 21453
Course Title
Media History- Sri Lanka
Pre – requisite -None
Types/Status -Core
Learning outcomes:
At the end of the unit student should be able to:
Evaluate various trends connected with the study of media history and its application to the study of communication, with special reference to the media History of Sri Lanka. The student will be able to formulate the modern studies on the historical developments based on the developments taken place in Sri Lanka.
Course content
The segments will be split in to five media areas namely;
Newspapers, Periodicals and Books
Film
Radio
Television
New Media
The significant media historical events, trends, Technological, Ideological and other advancements in the above media areas.
Method of teaching and learning
Lectures, Staff Student Seminars , Discussions, Tutorials
Assessment
Examination [60%]
Assignments [20%]
Presentation [20%]
Recommended reading
Mahendras ,S (1993) Memory and Message ,Colombo
Briggs ,Asa (1969),History of Broadcasting ,London
Course code
MACO 21462
Course Title
Public Opinion
Pre – requisite -None
Types/Status -Optional
Learning outcomes:
At the end of the unit student should be able to:
Evaluate various theories connected with the study of the necessity and formation of public opinion. The student will get the chance to compare the nature and scope of public opinion from its formative stages to the new innovations.
Course content
Nature of Public opinion, The impact of public opinion on community living, evaluation of public opinion ,community and public opinion, pressure groups, public opinion leaders, public opinion holders, market and public opinion, Opinion polls, opinion campaigns.
Method of teaching and learning
Lectures, Staff Student Seminars ,Discussions,
Tutorials, Surveys
Assessment
Examination [60%]
Assignments [20%]
Presentation [20%]
Recommended reading
Key, V.O, (1961) Public Opinion and America Democracy, New York, Knopf
Klapper , J . (1960) The Effects and Mass Communication , New York, Free Press
Lang G and Lang K, (1983) The Battle for Public Opinion, New York, Colombia University Press
Lazarsteld, P.F, Berelson B, and Gaudet, H, (1944) The Peoples Choice, New York, Duell, sloan and Pearce
Lippmann W. (1922) Public Opinion, New York, Harcourt Brace
Course code
MACO 21472
Course Title
Health Communication
Pre – requisite - None
Types/Status - Optional
Learning outcomes:
At the end of the unit student should be able to:
Apply various theories connected with the study of health communication and its application to the study of communication. As health communication is a fast growing subject area, its student will have the chance to evaluate the present, conditions and help formulate new methods via the study of communication.
Course Content
Understanding health communication. health as a social diagram, communication process in sex and reproductive health, use of media for health promotion, health journalism, health reporting and health campaigns, health surveys, health and advertisement, Theory and practice of public health, use of entertainment for health promotion, use of communication materials,
Method of teaching and learning
Lectures, Staff Student Seminars, Field Visits
Tutorials
Assessment.
Examination [60%]
Assignments [20%]
Presentation [20%]
Recommended Reading
Corcoran, Nova (ed) (2007) Communicating Health: Strategies for Health Promotion. Sage, UK
Kreps G.L. and Thoraton B.C,(1984), Health Communication London ,Longman .
Babbie ,S. (1973)Medical Communication Requirements ,Springfield Pacific.
Bloom ,S (1975)The Doctor and his Patient ,A Sociological Interpretation , Int . Una.Press
Course code
MACO 21482
Course Title
Media Literacy
Pre – requisite - None
Types/Status - Optional
Learning outcomes:
At the end of the unit student should be able to:
Analyze various theories connected with the study of Media literacy and its application to the study of Mass Communication. The student will have a chance to understand the primary conceptual meaning of literacy, and the areas of media literacy.
Course content
Introduction to media literacy ,Meaning of the term literacy, application of media literacy, media literacy games , audience-media interaction, application of literacy in other subject areas. The application of literacy with special reference to media studies.
Method of teaching and learning
Lectures, Tutorials, Discussions , Practical Exercises , Demonstrations
Assessment
Examination [60%]
Assignments [20%]
Presentation [20%]
Recommended Reading
Potter , James ,W (2008) Media Literacy ,Sage USA
Potter , James ,W(2004) , Theory of Media Literacy , Sage USA
Gans ,Herbert (1974)Popular Culture and High Culture (An analysis and evaluation of Taste) New York ,Basic Books.
Lenneberg ,E.H(1967),Biological Foundation and Language ,New York ,Wiley .
Course code
MACO 22414
Course Title
Communication and Media Research
Pre – requisite - None
Types/Status - Core
Learning outcomes:
At the end of the unit student should be able to:
Apply various theories connected with the study of Media Research and evaluate it into the study of Mass Communication. The students will have the chance to involve themselves in planning and organizing researches in different communication and media fields. Various aspects of research methods will be spelled out.
Course content
Definitions of research, research topics and areas, research methodology, socio – economic and socio cultural research, hypotheses, research concepts, data collection, report writing, conducting a survey, field observation, research and data analysis, elementary statistics, Use of statistics in research such as Statistical Package for Social Sciences(SPSS)..etc. Audio and Video research, Mass media research, Content Analysis, Case study, textual analysis, Discourse analysis.
Method of teaching and learning
Lectures, Staff -Student Seminars, Field Visits, Tutorials, Discussions ,
Practical Exercises
Assessment
Examination [60%]
Assignments [20%]
Presentation [20%]
Recommended Reading
Hunter, John E, Schmidt, Frank L, (1990) Media Method of Meta- Analysis, Sage Publications, London
Gunter, Barrie, (2002) Media Research Methods, Sage Publications, London
Berger, Arthur Asa, (1998) Media Research Techniques, Sage Publications, London
Hansen, Anders, Cottle Simon, Negrine Ralph, Newbold Chris, (1998) Mass Communication Research, Macmillan Press, London
Course code
MACO 22424
Course Title
Media and Society
Pre – requisite - None
Types/Status - Core
Learning outcomes:
At the end of the unit student should be able to:
Apply various theories connected with the study of media and Society The student will have the chance to focus attention on the impact and the use of media in society. Such an understanding will facilitate the diversity of the media in society and the theories and concepts connected with it.
Course Content
Connection between media and society, media as a public opinion leader, socio- cultural exposure to mass media channels, Human Values, development of mass media and development of society, Impact of Media on sex, violence, and terror. Media and other social issues, social mobility. Nation building, Media and social movements, media oriented culture. Small groups and mass media, social groups, social layers. Diversity, Race, Ethnicity, Gender and Religious Diversity.
Method of teaching and learning
Lectures, Staff Student Seminars, Field Visits , Tutorials
Assessment
Examination [60%]
Assignments [20%]
Presentation [20%]
Recommended Reading
Paletz, D. L. and Entman, R. (1981) Media, Power, Politics. New York, Free Press
Perse, E. M. (2001) Media Effects & Society. Mahwah, Erlbaum
Petersom, R. C. & Thurstone, L. L. (1933) Motion Picture & Social Attitudes. New York: Macmillan .
Peterson , Jensen and Rivers (1965) The Mass Media and Modern Society, Rinehart and wiaston ,New York .
Course code
MACO 22433
Course Title
Language and Communication
Pre – requisite - None
Types/Status - Core
Learning outcomes:
At the end of the unit student should be able to:
Apply various theories connected with the study of Language and Communication and its application to the study of the same. The student will also get the chance to spell out the concepts connected with the theories and the practice of the same
Course content
Use of human language, classification of language, changing linguistic patterns of language, Language and culture, language and society, folklore and language. Language and creative communication, language as a communication tool, use of media language, strengths and limitations of media languages, structural patterns of sub cultural languages , language and social events,
Method of teaching and learning
Lectures, Tutorials, Discussions , Practical Exercises
Assessment
Examination [60%]
Assignments [20%]
Presentation [20%]
Recommended Reading
Mcluhan Marshall(1975)Understanding Media ,The Extention of man, Routledge and Kegan Paul ,London .
Schramm ,W.(1963) ,The Science and Human Communication, New York ,Basic Books .
Course code
MACO 22443
Course Title
Culture and Communication
Pre – requisite - None
Types/Status - Core
Learning outcomes:
At the end of the unit student should be able to:
Analyze various theories connected with the study of culture and communication and its application to the study of mass communication. As culture is part and parcel of the communication process, the student will have the chance to gauge the intensity of the cultural context in media studies.
Course content
What is culture? concepts and definitions, nature and scope of cultural studies , origin of culture, categories of culture, cultural attitudes, impact of culture on media, impact of media on culture, social necessity of culture discourses ,cultural conflict, cultural hegemony, cultural shock, cultural criticism, cultural ethnicity ,cultural research, concept and ideologies, studies of the impact of trends of religion, history, politics, and literature on cultural studies on selected scholars and their works.
Method of teaching and learning
Lectures, Tutorials, Discussions , Field Visits , Demonstrations
Assessment
Examination [60%]
Assignments [20%]
Presentation [20%]
Recommended Reading
Mcluhan Marshall(1975)Understanding Media ,The Extention of man, Routledge and Kegan Paul ,London
Thompson ,Denys Discrimination and popular Culture ,Penguin ,London .
Course code
MACO 22452
Course Title
Environmental Studies
Pre – requisite - None
Types/Status - Core
Learning outcomes:
At the end of the unit student should be able to:
Apply various theories connected with the study of Environment and its application to the study of mass communication. The student will have the chance to obtain a conscious awareness of the aspects of environment and help build a rapport between media and the recipient.
Course content
The nature and the scope, Environmental factors and Human communication, Natural disasters , Environment and the use of Mass media, socio-cultural-political-religious attitudes on environment, Creating an awareness through environment, Bio-Diversity ,Environment based Media Production, Use of environmental material for teaching, environment reporting , environmental Photography, Designing a media message on environment.
Method of teaching and learning
Lectures, Staff -Student Seminars, Field Visits, Tutorials
Assessment
Examination [60%]
Assignments [20%]
Presentation [20%]
Recommended Reading
Bhatti, Amjad, Ariyabandu, Madhavi, Malalgoda, (2002) Disaster Communication, A Resource Kit for Media, A Duryog Nirvan Publication, Pakistan
Scramm , W.(1960),(ed) Mass Communications: a Book and Readings , University of Illinois Press , Urbana
Williams ,R.(1961) Culture and Society ,London ,Penguin.
Course code
MACO 22462
Course Title
Study of Media Profiles
Pre – requisite - None
Types/Status - Optional
Learning outcomes:
At the end of the unit student should be able to:
Evaluate various aspects connected with the study of media profiles and its application to the study of Mass communication. The student will have the chance of knowing either via biographical works or as journals kept by others or by themselves, On the intensity, innovations and other influence on the part of the significant media persons who threw new light to the subject.
Course content
Identification of a selected number of profiles related to mass media; their contributions to the study of media trends, challenges, innovations. The list of names of those selected for study will be provided to the students by the department of Mass Communication. The Profiles will be selected from print and electronic media.
Method of teaching and learning
Lectures, Tutorials, Demonstrations ,Field Visit , Staff Student Seminar
Assessment
Examination [60%]
Assignments [20%]
Presentation [20%]
Recommended Reading
Jayawardena, Kumari, (2001) Nobodies to Some bodies the rise of the colonial bourgeoisie in Sri Lanka, Leftword, India.
Merill ,J.C. and Lowenstein ,(1971)Media Message and Man ,New Perspectives in Communication ,New York.
Mead ,Margaret ,(1970) Culture and Commitment :The Study of the Generation Gap Garden City , N.Y. Double day .
Russell , Bertrand ,(1961), Has man a Future ? Baltimore Penguin.
Course code
MACO 22472
Course Title
Terrorism and Communication Strategies
Pre – requisite - None
Types/Status - Optional
Learning outcomes:
At the end of the unit student should be able to:
Have a wide understanding of different concepts in Terrorism and different terrorist groups in different parts of the world. The student will be able to understand terrorist communication and recruitment tactics and strategies. The students will also be exposed to the strategies of propaganda and counter-terrorism used by different governments and how successful they are.
Course content
Concept/s of Terrorism, How the subject developed, recruitment strategies, Brainwashing and preparing suicide cadres, International pressure group handling, Using of WWW to communicate and fund raising, Virtual and visual politics, Conflict analysis tools, MODZ framework, Counter insurgency and terrorism strategies, Propaganda and marketing strategies,
Case studies: Northern Ireland, Gulf War, Middle East
Recommended Reading
Herman, M.1999. Intelligence power in peace and war, Cambridge University Press (Cambridge).
Baudrillard, J. 2002. The spirit of Terrorism, Verso Publications (London).
Calvert Peter, ‘Terror in the Theory of the Revolution’, Terrorism, Ideology and Revolution, edited by Noel O’Sullivan (Brighton: Harvester, 1986).
Fromkin David, ‘The Strategy of Terrorism’, Foreign Affairs, vol.53, no.4 (July 1975), pp.687-698.
Guevara Ernesto, Guerrilla Warfare (Lincoln: University of Nebraska Press, 1998).
Hewitt Christopher, The Effectiveness of Anti-Terrorist Policies (Boston: University Press of America, 1984).
Lenin Vladimir, The State and the Revolution (London: Penguin Books, 1992).
Mao Tse-tung, On Guerrilla Warfare (Chicago: University of Illinois Press, 2000).
(A collection of documentaries and films will also be used)
Course code
MACO 22482 / SSCM 22492
Course Title
Communication Skills
Pre – requisite - None
Types/Status - Optional
Learning outcomes:
At the end of the unit student should be able to:
Apply various theories connected with the study of communication Skills and its application to the study of the same. The student will also get the chance to evaluate the concepts connected with the theories and the practice of the same
Course content
What are communication Skills? Theories and Concepts related to Communication Skills, Sensory perception and Communication skills, Elements of Skills, Building Awareness and skills in creative Communication, Communications dynamics – how it works
How Words Communicate
Body Language and Communication Skills
Presentation skills, observation skills, leadership skills, Listening skills, writing skills, team work, technological skills, planning skills, problem solving skills, analytical skills investigative skills, Public Speaking Skills, Interactive skills ,demonstrative skills, Communication Games
Method of teaching and learning
Lectures, Tutorials, Field Visits, Workshops, Surveys
Assessment
Examination [60%]
Assignment [20%]
Presentation [20%]
Recommended Reading
Fishwick ,M and Browne R.B(1978) Icons of America, Bowling green University, Popular Press.
Merril ,J.C.and Lowenstien (n 1971)Media Message and Men , New Perspective in Communication , New York .
