INTRODUCTION TO COMMUNICATION

Part A
1. Rile and Riley model
Brunswick sociologists, collaborated on a number of articles on communication. Riley created
a model to explain communication's sociological effects. Their theories are based on Aristotle
and Lasswell's work, and they emphasise the necessity of a sociological perspective in
communication in another approach. Primary groupings are characterised by their level of
intimacy. There's also a secondary group, sometimes known as the reference group, that
doesn't have a close link with C (communicator) or R (receiver) but does have an impact on
the communication process. For example, any organisation to which C or R belongs to an
educational organisation say library. The library Dean and staff who constructed the website
and included terms and related to it would be the communicator (C) (influence by the primary
group). The wider social structure would be the college librarians, in which Communicator
(C) is a member of both the librarian's staff and the student's community. The receiver (R) is a
college student and who is a member of sociological groups containing all students who
doesn’t understand method used in the library. The Receiver (R) illuminates about the issues
straightforwardly to Communicator (c). In view of the recipient's consistent, the
communicator addresses these issues by his essential gathering individuals (staffs). This
correspondence method assists with tackling the question between the two gatherings in the
social construction just as it advances the better understanding between those two social
groups.

2. Age of printing
There has been only one comparable event in the recorded history of communications, the
printing press. It was the first true one-to-many communication medium. The effect of the
print machine on its time was significant in broadness and profundity, and was straight
forward connected with its one-to-numerous correspondences ability. The print machine
spread rapidly (for its time) from Gutenberg's first press in Mainz in 1450 all through Europe
by 1500. In that time, as many book duplicates were printed as had been delivered in the
earlier thousand years by copyists. The innovation, however it kept on advancing, was
generally set up following 50 years. The print era was overwhelmed by unseen side-effects of
uses of the innovation and we are now seeing the strength of potentially negative results in
certain areas of organized computers. Notwithstanding the strength of the equals between the
two periods, it would be unjustifiable to presume that the organization time will advance as
did the print era.

3. McDonalisation of media
McDonaldization is a term coined by American sociologist George Ritzer to describe a
certain type of production, work, and consumption rationalisation that became popular in the
late twentieth century. The core notion is that these features have been changed to reflect the
characteristics of a fast-food restaurant—efficiency, calculability, predictability and
standardisation, and control—and that this adaptation has ramifications across society.
Efficiency is defined as a managerial focus on reducing the time it takes to accomplish
individual jobs as well as the time it takes to complete the entire production and distribution
process.
Calculability is defined as an emphasis on objective that can be measured (counting things)
rather than subjective aims (evaluation of quality).
 Predictability and standardisation can be seen in repeated and routinized production or service
delivery processes.
Finally, management wields control throughout McDonaldization to ensure that workers
appear and perform the same from moment to moment and day to day. McDonaldization has
been observed by the sociologist in order to relate aspects of life, such as education and the
media, with a clear move from quality to measurable metrics over time, uniformity and
efficiency playing key roles in both, as well as control.

4. Dance’ model of communication

A framework inspired by the three-dimensional spring-like shape of a helix is the helical
model of communication. Communication is circular, continuous, non-repetitive,
accumulative, and impacted by time and experience, according to the book. To provide a
more complete look at the communication process. Dance compared his model's operation to
a helix, or spiralling curve fashioned like a spring that goes upward and downward. Dance
argued that a human begins communicating from the day they are born by weeping for
whatever they require, which helps to explain the helical component of the concept. This is a
very basic and basic mode of communication. The youngster develops to more complicated
kinds of communication as they become older, which are likewise cumulative. They are
building on what they already know to communicate more effectively as they progress from
single words to whole phrases. A helix is used to illustrate this process, with gradually larger
circles representing the evolution of communication from conception to the current day. It's
also worth noting that communication, in a metaphorical sense, moves backward. When a
youngster begins to speak in complete sentences, he or she is relying on memories and
impressions from a previous stage of development.

5. New media and society

New Media & Society participates in critical debates on the key issues raised by the scope
and speed of new media development, drawing on a variety of disciplinary viewpoints as well
as theoretical and empirical research. People's daily lives are changing as a result of the rising
usage of digital media, as is the way they communicate and collaborate in a broader societal
context, at work, and in civil society. The majority of the effects of this increased use are
good to both individuals and society. It enables unprecedented amounts of communication,
social interaction, and community formation across time, space, and social context
boundaries. It empowers individuals and accelerates knowledge democratisation. New
learning methods and working methods are both conceivable, allowing people in underserved
groups and regions to have better chances.

6. Concept of ‘mass’
The term "mass communication" refers to the act of communicating with large groups of
people. Intra-personal communication occurs when we think, interpersonal communication
occurs when two people speak face to face, group communication occurs when we read
newspapers, magazines, listen to the radio, or watch television, but there is another level of
communication when we read newspapers, magazines, listen to the radio, or watch television.
Because the message reaches the public through many mediums, this is referred to as "mass
communication." The term "mass communication" refers to "any mechanical device that
multiples communications and distributes them to a huge number of people at the same time."
Mass communication is distinct from interpersonal communication in that it is a type of
communication in which the nature of the audience and the feedback differs from
interpersonal communication.

7. Spiral of Silence
 The famous "Spiral of Silence" paradigm is contributed by Elisabeth Noelle-Neumann, a
German political scientist. In 1947, Neumann and her husband founded the German "Public
Opinion Organization," Neumann's Spiral of Silence theory analyses the Jews' position during
World War II under Nazi authority in an indirect manner. As its devotees fell silent, one
viewpoint dominated the public scene, while others faded from public knowledge. In other
words, those who are afraid of being isolated or separated from others tend to keep their
opinions to themselves when they believe they are in the minority. The "Spiral of Silence" is
the name given to this procedure. The micro- and macro-level explanatory processes of the
Spiral of Silence theory are both present. It's effective in public campaigns, the Senate, and
Parliament. The Spiral of Silence is a hypothesis that serves to raise questions about media's
role and responsibilities in society. The theory that ignores all other possible explanations for
silencing. In some instances, a person may believe that the majority's thoughts or opinions are
far superior to his own. It portrays an overly pessimistic picture of the media's influence on
the general public.

8. Mowlana’s model of news flow

Mowlana proposes three ideas on international news flows (1997) three possibilities about
contemporary patterns of international news flows are discussed by Mowlana (1997).
Vertical flow from the centre to the semi-periphery and peripheryIn - the global system's
news flow is characterised by vertical flow from the centre to the periphery. If this model is
enlarged to include the periphery and semi-periphery distinctions from world system theory.
Distinction between North and South - The concept that news flows vertically from northern
to southern countries is the basis for a second viewpoint. At the same time, there is a
horizontal flow between the countries of the North and the countries of the South. Although
some news does move from South to North, it is insignificant in comparison to the flow from
North to South. Circular flow is another important element of news flow in the global system.
Triangular flow between East, West and South - The pattern of news flow is triangular,
according to a third approach. The North is separated into two sections, East and West, both
connected to the South. The discoverer, that countries in the East and West cover their own
territory first in a study done in diverse geographical areas.

9. Magic Bullet Theory

Without the audience's knowledge, the media (magic gun) discharged the message directly
into their heads. The "Magic Bullet Theory" refers to a message that elicits an immediate
response from the audience's mind without hesitation. The media (needle) injects the message
into the audience's head, causing behavioural and mental changes in response to the message.
The audience is passive and unable to oppose the media message, theories are concerned with
the impact of media messages on the minds of audiences and how they react to the messages
without hesitation. The magic bullet theory is based on assumptions about human nature
rather than empirical research findings. Few media academics believe this model is valid
because it is based on speculation rather than scientific proof. In a radio broadcast of "The
War of the Worlds" (a famous comedic programme) in 1938, Lazarsfeld and Herta Herzog
attested to the hypodermic needle idea by inserting a news bulletin, which caused enormous
response and alarm among the American mass audience. He discovered that media messages
may or may not have an effect on the audience as a result of his studies.

10. Semiotics
The study of signs and symbols, as well as how they are used and interpreted. Semioticians
concentrate on the way in which signs are utilized to pass on importance and to shape our
view of life and reality. They give close consideration to how signs are utilized to bestow
significance to their expected beneficiaries and search for ways of guaranteeing that their
 importance goes over adequately. Their work can have reasonable applications in day to day
existence, for example, planning more natural street signs and simpler to-explore promoting
reviews. Semioticians additionally concentrate on the way in which messages are utilized to
impact individuals' conduct, like while giving instructive substance in the study hall and while
dealing with their feelings during seasons of emergency. Semiotics include traffic signs,
emoji’s, and emoticons used in technological communication, as well as logos and brands
employed by multinational corporations to sell us goods—what they call "brand loyalty."

11. Stimulus response theory

The Stimulus Response Theory, which states that learning is based on two factors: stimulus
and response. The "stimulus" in this experiment was food, and the "response" was salivation.
That all learning was dependent on the strength of the stimulus-response link. If there was a
strong link, the reaction was likely to happen when the stimulus was provided. You had to
strengthen the association between the stimulus and the reaction in one of several ways in
order to elicit a specific response. Stimulus Response Theories try to explain why people act
the way they do. Although these theories, and behaviourism in general, are no longer at the
forefront of modern psychology, they nonetheless teach us why we believe what we believe
about decision-making, behaviour, and human nature.

12. Social media as setter of media agenda

Social media alters the dynamics of political agenda setting for three reasons: first, they are an
important channel for political communication; second, they increase the number and types of
actors who can potentially shape the agenda; and third, political actors can potentially reach a
larger audience through social media. Traditional media's gatekeeping influence has been
eroded by digital platforms, which may have boosted the capacity of diverse types of actors to
shape the topic. We investigate this subject by looking at the linkages between three agendas:
traditional media, party social media agendas, and politician social media agendas. The
findings reveal that not only do traditional media agendas, party social media agendas, and
politician social media agendas all impact one another, but that no agenda leads the others
more than they lead themselves. There is one notable exception: when it comes to the
environment, parties' social media agendas are more predictive of traditional media agendas
than vice versa.

13. Maletzkie Model

Maletzke's approach takes into account things like a large audience and message modulation
via a technical medium, but it ignores things like direct communication between
communicator and receiver. There is a direct link between both participants in social media.
Maletzke's model includes a communicator who creates a message that is only limited by
situational factors such as their public situation (e.g., a radio broadcaster) which forces them
to take specific activities. The message is subsequently transmitted to a receiver via a medium
(a technical channel, such as radio). Receivers are usually inactive and form part of a large
group of people. They can provide spontaneous input through letters, phone calls, and other
means, according to Maletzke.

14. Barriers to communication

Interpersonal communication can go wrong for a variety of reasons. The message (what is
spoken) may not be received exactly as the sender intended in many exchanges. As a result,
it's critical that the communicator seeks feedback to ensure that their message is interpreted
correctly. The usage of jargon is a big no. Terms that are overly difficult, unfamiliar, and/or
technical. Emotional stumbling blocks and taboos. It may be difficult for some people to
convey their feelings. Inattention, boredom, interruptions, or a lack of importance to the
 receiver. Perception and point of view differences. Hearing or speech impairments are
examples of physical disability. Nonverbal communication is hindered by physical
boundaries. Communication might be hindered if nonverbal signs, gestures, posture, and
overall body language are not visible. The difficulty of understanding unfamiliar accents due
to language disparities. Prejudices and expectations that can lead to erroneous assumptions or
stereotyping. Differences in culture. Various cultures have diverse social interaction rules, as
well as different ways of expressing emotions.

Part-B
15. Define communication, and cull out and explain its various elements.
The process of sending information from one person to another is known as communication.
It is the act of communicating ideas, facts, opinions, thoughts, messages, or emotions to
others, both inside and beyond the organisation, through a channel to foster mutual
understanding and trust. It is not dependent on words; regardless of whether a person talks or
not, the message is sent to the other party. Symbols, letters, actions, expressions, and other
forms of communication can be used in addition to words.
Communication Elements
Communication is a two-way process in which the sender and receiver exchange messages in
order to go in the same direction. It consists of seven elements:
Sender: Also known as a source, is the person who has something to give to another person.
Encoding: Is the process by which the sender of a message chooses acceptable words or
nonverbal approaches to translate an idea into a message.
Message: The term "message" refers to something that the sender wishes to convey to the
recipient. There can be no communication without a message.
Medium: refers to the channel or manner by which a message is delivered to the recipient,
such as an electronic word processing system, a graphic, or a symbol.
Receiver: Is the person to whom the message is addressed. He or she notices the message and
conveys some meaning to it.
Decoding: Refers to the process of the receiver comprehending a message. The receiver's
perspective, experience, and attitude are all important factors in deciphering the message.
Feedback: If the receiver's response is lacking, the communication process will never be
completed. It allows the sender of a message to determine whether the message was received
and interpreted in the intended manner. Because there can be some distortion between the
intended message and the received one, all seven parts of communication play a significant
role in the overall process.
Communication styles
Formal communication, also known as official communication, occurs through pre-
determined routes that must be followed by all members of the organisation. A corporate
ladder is constructed in every organisation, via which communication flows, which might be:
Downward: Subordinate to superior
Upward: From inferior to superior
Horizontal: Between personnel who are on the same level but have distinct responsibilities
(department).
Diagonal: Employees from various levels and departments work in a diagonal relationship.
Grapevine or informal communication is a type of communication that emerges
spontaneously among members of an organisation as a result of personal or social needs. It is
a secondary information network in an organisation that can be: Chain with only one strand,
Chain of rumours, Chain of probabilities, a chain of clusters. Informal communication is the
quickest mode of communication, allowing information to be quickly transmitted to diverse
members of the organisation. Furthermore, the members' responses can be provided rapidly.
 Modes of Communication
Verbal communication refers to communication that involves the use of words (spoken or
written) to convey information. It can be accomplished in one of two ways:
Oral communication includes, but is not limited to, face-to-face conversations, telephonic
conversations, lectures, speeches, and conferences. Letters, emails, newsletters, SMS, and
other forms of written communication. Nonverbal Communication: Communication between
parties in which noises, symbols, actions, and expressions are employed instead of words as a
means of exchanging messages. Bodily language, such as gestures, postures, and body
motions, is used to communicate nonverbally. Pitch variation, tone, speaking speed, word
emphasis, and so on are examples of paralanguage. Hand movements, facial emotions, and
other signs are examples of sign language. The language of time For example, consider the
amount of time it took us to communicate our message. Space language, for example, is used
to describe how much space is kept between the parties.

16. How does perception take place? Elucidate its role in meaning generation.
The set of mechanisms we employ to make sense of all the stimuli we experience every
second, from the brightness of the computer screen in front of us to the fragrance of the room
to the itch on your ankle, is referred to as perception. Our perceptions are formed by how we
interpret all of these diverse experiences, which are sensory impressions elicited by stimuli in
the environment. Perception allows us to navigate the world and make decisions about
anything from what T-shirt to wear to how quickly to flee a bear. Close your eyes for a
moment. What do you recall about the current room? What about the wall colour and the
angle of the shadows? Whether we are aware of it or not, we pay attention to different aspects
of our surroundings on a case-by-case basis. Our brains are just incapable of attending to
every single detail in the environment around us. This tendency is highlighted by optical
illusions. Have you ever seen one thing in an optical illusion while your friend sees something
completely different? When confronted with inputs, our brains go through a three-step
process: selection, organisation, and interpretation. The perceptual process consists of a series
of processes that begin with environmental inputs and end with our interpretation of those
stimuli. This procedure occurs hundreds of millions of times per day and is usually
unconscious. A procedure that occurs without knowledge or intent is said to as unconscious.
You don't have to teach your brain to interpret the light falling on your retinas from the item
in front of you as "computer" when you open your eyes since it already has. When you walk
out into a chilly night, your brain doesn't need to be told "cold," because the inputs naturally
initiate the processes and categories. The world around us is loaded with an unlimited amount
of stimuli to which we could pay attention, but our brains simply do not have the capacity to
do so. As a result, the (generally unconscious, but occasionally intentional) decision of what
to pay attention to is the initial stage in perception. We may focus on a familiar stimulus or
something new, depending on the environment and on ourselves as people. The attended
stimulus is something in our environment that we pay attention to, whether it's a smell, an
emotion, a sound, or something else entirely. When we choose to pay attention to a stimulus
in the environment (consciously or unconsciously, though generally the latter), our brain
responds in a series of ways. The activation of our sensory receptors kicks off this
neurological process (touch, taste, smell, sight, and hearing). The receptors convert the input
energy into neuronal activity, which is conveyed to our brains, where we create a mental
picture of the stimulus (or, in most cases, numerous related stimuli) known as a percept. In
what is known as "multi-stable perception," an ambiguous input can be converted into
numerous precepts that are experienced one at a time. After our brains have received and
arranged the information from a stimulus, we interpret it in a way that makes sense based on
our prior knowledge of the world. Simply said, interpretation is the process of taking
information that we have sensed and organised and converting it into something that can be
 categorised. For example, in the Rubin's Vase illusion, some people would perceive the
sensory input as "vase," while others will see it as "faces." Thousands of times a day, this
happens unintentionally. We can better understand and react to the world around us by
categorising diverse inputs.

17. Explain and compare Lasswell’s communication model with Berlo’s.

The 5W technique, often known as Lasswell's communication model, was proposed by
Lasswell in 1948 to characterise mass communication processes. He described
communication as the act of identifying who said it, what was said, how it was said, to whom
it was told, and what effect it had. Every message starts with a sender. The sender, also
known as the communicator or source of communication, is the one who originates a
message. A speaker, a writer, or someone who simply gestures could be the sender. The
message data is encoded and transmitted by a sender. It is critical for the sender to utilise
symbols that the intended receiver is familiar with. Mentally visualising the communication
from the receiver's perspective is an effective approach for the sender to improve encoding. It
is critical for the sender to understand the source's sociocultural, educational, age, sex,
interests, requirements, difficulties, and source trustworthiness in order to communicate
effectively. He must be an expert, possess excellent topic knowledge, be competent,
responsive, impartial, and a good communicator. The listener, reader, or observer is the
receiver in the communication process. He or she is the person to whom a message is
addressed. The audience or decoder is another name for the receiver. The message's
'destination' is the receiver. The receiver's job is to decipher the sender's verbal and nonverbal
messages. The receiver can be a single person or a group of people. The nature of this group
can be diverse or homogeneous. The sender should be aware of the receiver's background.
When the sender and receiver are on the same level, communication is more effective. A
communication channel is a medium or mechanism for transmitting a message to the intended
recipient. Written (hard copy print), oral, spoken or electronic, and even multimedia are the
most common modes of communication. Cave paintings, smoke signals, carrier pigeons, and
the telegraph were all used to communicate in ancient times. Television, cell phones, the
internet, emails, social media, text messages, banners, and blackboards are examples of
modern communication mediums. Posters, pictures, films, and symbols of real objects are
examples of visual mediums that can be used. When various mediums are used, such as
blackboards and speech, presentations and text, pictures and audio, the medium of
communication becomes more effective. A message cannot be conveyed entirely by a single
channel. A message is information delivered through the use of words (spoken or written),
signs, and symbols. The content of the communication process is referred to as a message.
When you're tired of phoning someone, you might leave a message for him or her on the
answering machine. A good communication is one that is clear, thorough, and correct. A
message could be spoken or unspoken. There is a theme, material, and style to it. It reflects a
particular culture, subculture, or setting. The consequence of the message, i.e. how effective it
was, is referred to as the effect. Was the communication effective in achieving the
communicator's goals? The communication impact, for example, arises when we flood our
classrooms with authentic communication, which occurs when kids utilise language to
construct ideas and accomplish important goals. Communication has both long-term and
short-term effects. People's attitudes, behaviour, and talent are all affected in the short term.
A shift in people's actions is one of the long-term impacts.

18. What does the notion of ‘gatekeeping’ refer to? In a democracy like India, does gatekeeping
have any role to play? Justify.
"The process by which many occurrences and ideas are condensed to the few messages we
are fed in our news medium," Kurt Lewin invented the term in 1947. Gatekeeping, according
 to Pamela Shoemaker and Boris Johnson, is the "process of sifting and shaping countless bits
of information into the restricted number of messages that reach people on a daily basis, and it
lies at the heart of the media's function in modern public life." It is now considered to be one
of the most important theories in communication studies. A person in charge of access
determines whether a specific message will be transmitted through a mass medium. Every
kind of mainstream media would have a gatekeeper. The gatekeeper determines which news
items are published in the news media. Individuals can serve as gatekeepers as well. The
process of filtering material for dissemination, whether for publication, radio, the internet, or
another medium of communication, is known as gatekeeping. Gatekeeping theory can be
found in a variety of academic subjects, including communication studies, journalism,
political science, and sociology. Initially, gatekeeping was centred on the mass media, which
has a few-to-many dynamic. The gatekeeping idea now includes face-to-face contact as well
as the many-to-many dynamic that exists on the Internet. Gatekeeping theory was developed
by social scientist Kurt Lewin in 1943.  Gatekeeping takes place at every level of the media
system, from reporters picking which sources to include in a headline storey to editors
deciding which stories to print or cover. Owners of media outlets and advertising are among
those who fall into this category. Every news medium receives a significant number of
articles every day from reporters, wire services, and a range of other sources as part of its
"monitoring" duty. Due to a variety of practical considerations, any medium has a finite
amount of time or space available for daily news presentations to its audience. Advertising
and other content must take up the remaining space. There is a new perspective, a subculture
within any news organisation that includes a complex set of criteria for judging a particular
news storey – criteria based on the medium's economic needs, organisational policy,
definitions of newsworthiness, conceptions of the nature of the relevant audience, and beliefs
about journalists' fourth estate obligations. Editors, news directors, and other employees who
select a small number of news stories for public dissemination use this news viewpoint and its
complex criteria. They then encode them in such a way that they meet the medium's standards
as well as the tastes of the audience.
As a result, newsroom employees act as gatekeepers, allowing some stories to pass while
preventing others from doing so. As a result, the public's understanding of the entirety of
actual events occurring in reality is limited, controlled, and shaped.

19. Compare and contrast authoritarian theory of the press with the Soviet-Communist theory of
the press
Long before democratic nations could consider issues such as freedom of expression, there
was a belief that the rise of the media should not jeopardise the authority of governments that
were more autocratic in nature and lacked the appearance of democracies. The press was
compelled to stay under government supervision. It had the following characteristics, which
still regulate media in non-democratic governments: Control of the media by the government
directly. This is typical in pre-democratic cultures, where the ruling elite is very small. No
printing that could jeopardise existing political structures or undermine established authority.
Anyone who criticises the state's ideology and the rule of law may be punished by the
government. Within the media organisation, media workers are not allowed to have any
freedom. The state's registration of the media. It was critical that the media promote
monarchy and refrain from criticising it. This strategy was created to safeguard the existing
social order by establishing clear boundaries on media freedom and ensuring that the media is
not obligated to talk about people and their problems in any way. Despite not being under
direct control of the state, the mass media, according to this view, was obligated to follow its
orders.
Soviet-Communist theory: Associated with communist ideology. In the construction of
communism, the media serves as a collective agitator, propagandist, and educator. The media
 are not owned by private individuals. The government is more powerful than the media. The
media is ostensibly serious. While the Soviet philosophy opposes free expression, it does
advocate for the media, society, and the world to play a good role. The press contributes to
the state's success. Only legal party members are allowed to post, and no one is allowed to
criticise the party. The government wields "influence" on the news media. Intimately
associated with a certain ideology-communism. In this system, media organisations are not
supposed to be privately owned and are supposed to serve the interests of the working class.
Both the Soviet and authoritarian governments regard the government as superior to the
media. In the Soviet model, the mass media are required to self-regulate in terms of the
content of their messages. The Soviet idea varies from authoritarian theory in that media
institutions have a responsibility to fulfil the wishes of their audiences. This argument is
based on Marx and Engel's views that "the ruling classes' ideas are the ruling ideas." The
entire mass media was supposed to be filled with bourgeois ideology. Private ownership,
according to Lenin, is incompatible with press freedom, and current technological means of
information must be regulated in order to enjoy effective press freedom. According to this
theory, the main aim of mass media is to educate the masses of workers, not to disseminate
information. The public was urged to provide input because it was the only way for the media
to cater to their needs.

20. Define communication (write & explain at least five definitions); explain how your definition
fits into the various types of communication based on the number of people involved.
Denis McQuail: Sending of meaningful messages from one person to another.
Lundberg: The form of interaction which takes place through symbols.
Charles R. weight: Process of transmitting meaning between individuals.
Herald D. Lasswell: Communication is discerning who says what in which channel to whom
and with what effect.
D. J Paul Leagans: It is a process by which people exchange ideas, facts, feelings or
impressions in ways that each gains a common understanding of the message.
There are three sorts of communication: (1) verbal communication, in which you listen to
someone to comprehend what they're saying; (2) written communication, in which you read
what they're saying; and (3) nonverbal communication, in which you observe someone and
infer what they're saying. Each has its own set of benefits and drawbacks.
Verbal Communication: In business, verbal communications take place over the phone or in
person. The Message is delivered orally. Let's return to the example of the printer cartridge.
The Message is now being delivered by telephone from the Sender (the Manager) to the
Receiver (an employee named Bill). The Manager's request to Bill ("We need to acquire extra
printer toner cartridges") has already gone awry. Let's have a look at how the same Message
can effectively transit from Sender to Recipient.
Written Communication:
Written business communications, in contrast to verbal communications, are printed
messages. Memos, proposals, e-mails, letters, training manuals, and operating procedures are
examples of written communications. They can be printed on paper, written by hand, or
displayed on a computer screen. In most cases, vocal communication occurs in real time.
Written communication, on the other hand, can take a longer time to develop. Asynchronous
written communication is common (occurring at different times). That is, unlike a real-time
discussion, the Sender can compose a Message that the Receiver can view at any moment. A
written communication can be read by a large number of people (such as all employees in a
department or all customers). In contrast to a one-to-one verbal chat, this is a "one-to-many"
communication. Of course, there are exceptions: a voicemail is an asynchronous oral
message. Conference calls and speeches are one-to-many spoken communications, but e-
mails can have a single or several recipients.
 Nonverbal Communication:
Any conversation relies heavily on what you say. What you don't say, on the other hand, can
be just as essential. Nonverbal cues such as facial expressions, body position, and voice tone
account for 55 percent of in-person communication, according to research. Only 7% of a
Receiver's understanding of a Message is based on the Sender's actual words, according to
one study; 38% is based on paralanguage (tone, tempo, and volume of speech), and 55% is
dependent on nonverbal clues (body language). Messages sent in silence. Wadsworth, New
York. According to research, nonverbal clues might influence whether or not you are offered
a job. With the sound turned off, judges examining videotapes of genuine applicants were
able to assess the social skills of prospective prospects. They looked at the rate of gesturing,
the amount of time spent talking, and the formality of the candidates' attire to see who would
be the most successful socially on the job. As a result, it's critical to think about how we
present ourselves in business as well as what we say. Our facial muscles express our feelings.
Without saying anything, we might send a silent message. Our emotional state can be
influenced by a change in facial expression. If we concentrate on feeling confident before an
interview, for example, our face will reflect that confidence to the interviewer. Even if we're
stressed, adopting a smile can help to reduce stress levels in the body.

21. Explain in detail Social Responsibility Theory.

Individuals are held responsible for performing civic duties, and their acts must benefit
society as a whole, according to the ethical idea of social responsibility. In this approach, a
balance must be struck between economic progress and societal and environmental well-
being. The social responsibility idea allows for a free press without censorship, but the
content of the press should be debated in a public forum, and the media should undertake any
obligations arising from public interference, professional self-regulation, or both. Because it
grants unlimited media independence on the one hand but external controls on the other, the
idea falls between authoritarian and libertarian theories. The press is privately owned in this
country. The social responsibility hypothesis progresses from "Objective" (facts-based)
reporting to "Interpretive" reporting (investigative reporting). The comprehensive news is
complete facts and true, however the commission on freedom of the press claimed that "no
longer giving facts truthfully rather than giving a necessary analysed or interpretative report
on facts with clear explanations," according to the commission. The theory aided in the
development of media professionalism by establishing a high standard of accuracy, truth, and
information. The press council commission also had the following functions related to media
social responsibility: Create a code of ethics for the press. Enhance the quality of journalism.
Defending the journalistic and journalistic interests. Criticize the code of behaviour and
impose a punishment if it is broken. The theory allows: Everyone is encouraged to speak out
or share their thoughts on the media. Professional ethics, public opinion, and consumer action
Invasion of well-known private rights and important social interests. Unless the government
takes control to assure the public that greater media service is provided, private ownership of
media may deliver superior public service. If the media does not take care of social duty, the
government or another organisation will. Social Responsibility Theory's Critics: Accepts
popular opinion to avoid a conflict situation during a war or disaster. Because the audience
and media scholars would question if media published or transmitted anything incorrectly or
manipulated any storey, media will not play monopoly. The quality of the media will
improve. Rather than focusing on the society's upper echelons, the media will concern all
classes of people. While the media may operate independently, several aspects are under the
jurisdiction of the government and other government agencies.

22. Trace the evolution of communication from its known origins to date.
Around 100,000 BCE, the origin of speech marked the beginning of human communication.
Cave paintings, a type of rock art that dates back to the Upper Paleolithic period, are the
oldest known symbols used for communication. Chauvet Cave contains the oldest known
cave painting, which dates back to roughly 30,000 BC. Since the dawn of time, humans have
used a variety of means to communicate. Let's take a quick look at the evolution of human
communication. Cave paintings are one of the earliest forms of communication. They were
used to demarcate areas. These paintings also served as a record of major events. They are
most commonly found on cave walls and ceilings. These paintings depicted both symbolic
and religious functions. The oldest cave artwork is found in France's Chauvet Cave. That
painting was created. The earliest cave paintings may be seen in South Sulawesi, Indonesia,
and Coliboaia Cave in Romania. Messages were conveyed using a variety of signs and
symbols. Petroglyphs (rock carvings) were first used about 10,000 B.C. These rock paintings
depicted scenes to tell stories. Rock Art referred to the carvings on the rock surface. Graphic
symbols were later utilised to convey ideas or concepts. Characters were also established by
the Chinese for communication. At the very end, alphabets were established. The alphabet
made communication easier to evolve. Messages were sent using these signals. They were
primarily employed in China. Guards from China blew smoke into the air. The Great Wall of
China receives a message in the form of smoke. Polybius, a well-known Greek historian,
utilised smoke signals to represent the alphabet. Pigeons are well-known for their navigational
abilities. Even after going considerable miles, they were known to find their way home.
People used to wear little notes around their necks in the hopes that they would fly to the
intended recipient. Pigeons were also utilised by Ancient Romans to inform owners of the
placement of their entries. They delivered important messages and assisted in the progress of
communication. People began to employ courier services as their awareness grew. Postal
services were used to deliver letters from one person to another. In India, China, Persia, and
Rome, these systems were organised. In 1653, a Frenchman named De Valyer established a
mail system. The system controlled the use of mailboxes and the delivery of letters.
Newspapers are still widely utilised as a means of communication. Every other residence
receives a daily newspaper delivery. These papers publish written news as well as other major
national events. National and international newspapers are the two categories of newspapers.
Their personalities are determined by the news they convey. In 1440, German Johannes
Gutenberg invented the first printing press method. The newspaper began to attract greater
attention and forever revolutionised communication. Following the introduction of print
media, radios were established. Radios provide individuals with both news and pleasure.
Wireless transmissions were thoroughly investigated and evaluated. The researchers practised
sharing content using wireless power. Mobile phones and automobile systems still have radios
installed. They used to be an extremely essential mode of communication. Telegraph was the
first electrical communication method to deliver text messages. Sending letters took time and
effort, as did waiting for a response. To deliver text messages more quickly than written
messages, telegraphs were invented. It aided in the transmission of information across the
country. Alexander Graham Bell invented the first telephone in 1876. Telephones become an
indispensable element of every household and office within 50 years of their inception.
Human audio was converted into signals by the gadgets. Wires were then used to transmit
these signals. In the early 1900s, landline telephone service was introduced. Televisions are
still a tremendous source of entertainment today. They are a method of communicating with a
bigger audience in an indirect manner. Many people throughout history have worked
tirelessly to bring televisions to the masses. Following World War II, early televisions
broadcasted black-and-white images. The Internet has brought individuals closer together. In
1990, Tim Berners-Lee created the World Wide Web. The internet is supported by satellites.
We can look for anything, anywhere in the world, using the internet. Wi-Fi connections were
first introduced in 1991. People appear to be glued to the internet since then.
23. What is development media theory? Within the framework of normative theories, critique its
relevance in today’s society.
Development media theory is used in nations with poor economic development and limited
resources, and it comes in a variety of forms, but it essentially recommends. Freedom of the
press under favourable conditions that benefit those in power. A theory is an analytic structure
meant to explain a set of observations in the broadest sense. The media does not exist in a
vacuum. This assumption is widely accepted, prompting researchers to investigate the
relationship between the media and the government. It aims to provide an overview of various
theories of purpose as well as evaluate some media performance standards. The press's
normative philosophy affirms how things should or ought to be, how they should be valued,
and which things are good or evil. Normative theories are what they're called. This refers to
functions as they should be based on dominating criteria, in some cases an ideal, in others a
requirement, and they serve as guides for media structure and performance in the context in
which they operate. Are theories that attempt to place media structure and performance in the
context in which they operate; they are observations of the circumstances in which the press
operates. The normative theory's core assumption is that "the press always takes on the form
and coloration of the social and political system within which it operates," and it's also known
as a theory that deals with what should be. They are ideas that describe how media will
operate in a given political and economic situation. The origins of press normative
frameworks as seen from two conflicting perspectives 1. Radical libertarian (first amendment
absolutist) and technocratic control. First amendment absolutists take the concept of "free
press" literally and oppose government regulation, whereas technocrats distrust the media and
feel that regulators should act in the public interest. 2. Theoretical models of propaganda and
mass society are employed to support media regulation. Dennis McQuail (1987) proposed this
concept, which seeks media support for an existing administration and its attempts to bring
about socioeconomic growth. It claims that until a country is well established and its
economic development is well underway, the media should be supportive of the government
rather than critical, and should aid them in carrying out their policies. His theory is about
media in third-world countries, as the name implies. It favours good-news journalism and
requires that bad-news stories be handled with caution, as they could be economically
detrimental to a country in the throes of growth and transition. Because the media is
considered as having specific social and political responsibilities, media freedom should be
prioritised over national integration, socioeconomic modernisation, literacy promotion, and
cultural inventiveness. The goal of development media theory is to emphasise the positive, to
promote the autonomy of developing countries, and to place a special emphasis on indigenous
cultures. It is both a theory of state support and a theory of resistance to other nations' norms
and competing media ideologies. The media must embrace and carry out constructive
development duties that are consistent with the political leadership's plans, and press freedom
should not conflict with the government's economic priorities or the citizens' development
demands. As a result, the media should prioritise coverage of issues that affect people's daily
lives. To put it another way, content should be development-driven and focused on people's
socioeconomic and political life.

24. What is the contribution of News Flow Models to the practice of communication? Explain
with examples.
The preparation of a press release, as well as the set of news items that result from it, is
referred to as "news flow." At every level, there are gatekeepers to ensure that information
gets to readers quickly. In 1959, John T. McNelly, a journalism professor, devised a
hypothesis that looked at news flow through multiple tiers of 'gatekeepers.' It was a
gatekeeping theory with room for growth. News stories pass via numerous gatekeepers in an
organisation before reaching the intended audience. McNelly advises focusing on these little-
 known gatekeepers and their operations, which have an impact on news flow on a global
scale. These are the people who help the news flow. Reporting, Editing, Sub-Editing,
Translation, and Transmission (through the internet, radio, and television, for example) are
some of the numerous layers through which news may pass. Each of these stages, as well as
their sub-stages, has its own amount of bias and/or mistake. Intermediaries choose and reject
what they consider to be the most significant or relevant news, as well as which pieces might
fit into a predetermined agenda. There may be some editing and rewriting involved as well.
In this model of news flow, how a piece of international news is translated into another
language is equally essential. All of these factors influence how the finished piece/text takes
shape and is ready to be presented to the audience. The initial receiver of the news then serves
as a gatekeeper of information for others, demonstrating how this concept extends beyond the
medium it has travelled through (channel). Our world has been revolutionised by the internet
and the World Wide Web. The distinctions between traditional media and other kinds of
communication are becoming increasingly hazy. Large sections of the population can now
participate in the information revolution thanks to high-tech. Games, films, news, websites,
office chores, education programmes, and political mobilisation platforms are all delivered
via wireless communication. Determinants of News. The IPI research (1953) and Schramm's
One Day in the World's Press, which looked at world newspaper imagery, were two of the
first studies of worldwide news determinants. Theory of Modernization shaped the news
media literary decades in the 1950s and 1960s, when it was popular in media and journalism
research. Normative Theories: Are principles or ideals that characterise how a media system
functions in society. The Four Theories of the Press, published in 1956 by Fred Siebert,
Theodore Peterson, and Wilbur Schramm, defines the major international media systems.
Authoritarian, libertarian, social-responsibility, and communist-socialist are the most well-
known normative theories in communication. Dependence theory - Structural imperialism,
another extension of dependence theory, defines both players and variables. Galtung
investigates the flow between the centre and the periphery. The centre, where information is
formulated, continues to be the primary source of news. News eventually reaches the
periphery countries. Even when news items originate in the peripheral, they are sent to the
centre, where they are approved and altered before being given back to the periphery country
for consumption with the implicit agreement of the centre. Cultural Imperialists: By
embracing free flow principles, cultural imperialism researchers use equality, news flow, and
communication balance. Cultural Imperialists come to the conclusion that media control and
cultural creation are unequally distributed. The ideals of democracy, self-expression, and the
right to communicate have been added to this. Framing: The media is widely acknowledged
as a vital source of information. The majority of news, however, is biased. Framing is a
theory that allows us to analyse media messages and examine components of perceived reality
inside news texts within this context.
Part C
25. Scan the Indian communication networks scenario from their inception till today. Ensure you
give a birds eye of every medium of mass communication till date (you could use upto 5000
words for this answer and sectionalise it)
Technological modernization is increasingly recognised as a predicted necessity for any
country in today's age of prosperity and affluence. Telecommunications has entered a new age
of development, with improved technology and increased competition from established
enterprises. The telecoms sector's technological developments are tied to the mobile industry's
continued growth. The major goal of service providers is to establish a loyal customer base by
monitoring their performance and keeping existing customers so that they can profit from
their loyalty. The paper's objective is to address these issues. In India, telecommunications
began with the invention of the telegraph. India's postal and telecommunications businesses
are among the worlds’ oldest. The first experimental electric telegraph line between Calcutta
and Diamond Harbour was established in 1850. It was first used by the British East India
Company in 1851. At the time, the Posts and Telegraphs Department was housed in a small
area of the Public Works Department. In November 1853, work on 4,000 miles (6,400
kilometres) of telegraph wires began. These linked Kolkata (formerly Calcutta) and Peshawar
in the north, Agra, Mumbai (then Bombay) and Chennai (then Madras) in the south, and
Ootacamund and Bangalore in the north. During this time, William O'Shaughnessy, who
pioneered the telegraph and telephone in India, was a member of the Public Works
Department and worked on the development of telecom. When public telegraph services were
opened in 1854, a separate department was established. Transmission's Evolution: Radio
broadcasting began in 1927, but it wasn't until 1930 that it became a state responsibility. It
was given the name All India Radio in 1937, and it has been known as Akashvani since 1957.
Television programming with a limited period began in 1959, with full broadcasting
following in 1965. Prior to the 1991 economic reforms, the Ministry of Information and
Broadcasting owned and managed the country's audio-visual apparatus, which included the
television channel Doordarshan. Under the Prasar Bharti Act, an autonomous agency called
Prasar Bharti was established in 1997 to oversee public service broadcasting. All India Radio
and Doordarshan, which were previously media divisions under the Ministry of Information
and Broadcasting, became members of the body. Pre-liberalisation statistics: During the
British period, all of the country's major cities and towns were connected with telephones, but
the overall number of telephones in 1948 was only around 80,000. Growth was gradual after
independence because the telephone was considered as a status symbol rather than a useful
tool. The number of telephones gradually increased to 980,000 in 1971, 2.15 million in 1981,
and 5.07 million in 1991, the year that the country's economic reforms began. Prime Minister
Indira Gandhi began the liberalisation of the Indian telecommunications market in 1981,
when she signed contracts with Alcatel CIT of France to merge with the state-owned Telecom
Company (ITI) in order to set up 5,000,000 lines per year. However, due to political
opposition, the policy was quickly abandoned. The subsequent government, under by Rajiv
Gandhi as prime minister, continued to endeavour to liberalise the telecommunications
market. He invited Sam Pitroda, a non-resident Indian NRI residing in the United States and a
former Rockwell International executive, to establish a Centre for Development of Telematics
(C-DOT), which for the first time manufactured electronic telephone exchanges in India. In
India's telecommunications growth, Sam Pitroda played an important role as a consultant and
adviser. The telephone segment is dominated by the private sector and two state-owned
enterprises. The majority of businesses were founded as a result of a decade-long revolution
and restructuring led by the Ministry of Communications and Information Technology, the
Department of Telecommunications, and the Minister of Finance. Since then, most businesses
have obtained 2G, 3G, and 4G licences and are operating in India's fixed-line, mobile, and
internet markets. Only the government-owned BSNL and MTNL were allowed to provide
land-line phone services via copper wire in India before the New Telecom Policy was
published in 1999, with MTNL serving Delhi and Mumbai and BSNL serving the rest of the
country. The country is divided into several zones, which are referred to as circles (roughly
along state boundaries). Local and long-distance telephone services are provided by the
government and a number of commercial companies. Competition has caused costs to fall
across India, which is already one of the cheapest in the world, especially with the advent of
Reliance Jio. The Internet's history in India began on August 15, 1995, with the debut of
services by VSNL. In just six months, they were able to add 10,000 new Internet subscribers.
However, the Internet experience in the country remained less appealing for the next ten
years, with narrow-band connections with speeds less than 56 kbit/s (dial-up). The
government issued a broadband policy in 2004, defining broadband as "an always-on Internet
connection with a download speed of 256 kbit/s or above." Due to resource constraints in last-
 mile access, which was mostly wired-line technology, the expansion of the broadband
industry in the country surged from 2005 onwards, but stayed behind the governments and
related agencies' growth predictions.

26. When you reflect on the recent Indian news media scenario visà-vis political happenings in
India, you can’t but wonder at the agenda setting capacity of the media. Discuss the
statement, with structured arguments based on the relevant theoretical assumptions.
The "capacity (of the news media) to affect the significance put on the themes on the public
agenda" is referred to as agenda-setting. The study of agenda-setting explains how the media
tries to persuade viewers and create a hierarchy of news importance. Setting the agenda is
operationally dependent on how the media is received by the general public. As a result, we
will separate agenda-setting from propaganda. The audience's interest and uncertainty
determine the extent of demand for ideological orientation. This leads to a concept known as
the audience's gullibility index. Recently, Indian media has done an excellent job of
exploiting the audience's doubt and interest. While doing so, the media is constantly shaping a
media agenda for itself, namely the priority of news items, which is operationally dependent
on TRP or 'what sells.' Ones that incite hatred or terror, or stories that portray great nationalist
enthusiasm, for example, are subjected to harsh portrayal. The media has the ability to
influence political and social reality. The amount of coverage a news item receives, as well as
the amount of attention media content receives, is a marketable commodity. The public
opinion is heavily skewed in favour of or against the issue depending on how recent it is and
how much exposure it has received. Beyond the scope of coverage, there is the issue of moral
decency and factual veracity in portrayal. Slavery of glitter, dogmatism, bootlicking, and the
logically unfounded amusement and pride in being a stooge appear to have long since
surrendered their existence to media ethics. The evil of presumption, which has invaded the
species known as ‘media,' is an unavoidable consequence of this. Ironically, nothing passes
clean and uncontaminated by the skewed impact of a strong viewpoint, which frequently
weights down the facts in order to push a favourable agenda. The way in which the agenda is
presented is another key part of agenda setting. There is a glaring asymmetry between news
organisations as sellers of dramatized news material and individuals who consume it as a
critical source of information and disclosure of secrets. Consumers are pushed into preferring
dramatized alterations of media content in order to make it more buyable, but they are
unaware of the psychological and societal consequences. The flagrant usage of the question
mark to misquote doubt as a provocative statement, and every not-so-intellectual argument
being dubbed a Jung of sorts have deep buried repercussions on the witnessing minds.
Assuming the foundation of accessible socio-religious passion and sharp social, political, and
religious contours, such content has a very high emotional susceptibility quotient. This may
appear to be a gimmick, but repeated exposure leads to serious brainwashing, particularly
among naive minds of the information age who, as previously indicated, have a high level of
interest and uncertainty. The ease with which such propaganda can be accessed has an effect
on the cognitive effort required to investigate its realities. This propaganda has appeared to
have had some major implications in recent times (observations only), which I'd like to
highlight at the risk of deviating from the primary issue of agenda setting and seeking limited
applicability of the explanation. There is a growing sense of societal anomie as a result of the
constant barrage of emotionally appealing, objectively mismatched language to set an agenda
with the public, be it political or social. Disobedience to social order is becoming increasingly
widespread. The sense of constitutional morality is dominated by the sense of public morality,
which is influenced by a variety of institutions, many of which are rare and often
contradictory in their interpretations, such as religious denominations. As a result of this
nonconformity, there is more social discord and friction. Money matters: The media narrative
is heavily influenced by monetary and in-kind favours, as well as the growing domain of paid
 news. In Indian newspapers and other media sources, "paid news" is a widespread, structured,
and well-organized practise in which news space and favourable coverage are swapped for
money.

27. Effect theories of media started from a bias towards media and have evolved to take into
consideration the role of audiences in the consumption of communication content. Discuss
with specific examples of various theories and their assumptions.
When you talk, you want your audience to comprehend and appreciate what you're saying. An
audience is a group of individuals who have gathered to hear the speaker. Members of the
audience may be in direct contact with the speaker or via communication technology such as
computers or other media. It could be a small, private audience or a huge, public one. The
unequal allocation of speaking time between speaker and audience is a major feature of public
speaking settings. The speaker, for example, frequently speaks more while the audience
listens, often without asking questions or providing feedback. The audience may ask
questions or respond overtly by clapping or offering comments in some scenarios. Because
there is usually little dialogue between the speaker and the audience, there is little opportunity
to clarify your point during or after the speech. When preparing a speech, it is critical to
understand the audience and tailor the message to them. You should prepare an audience-
focused speech, or one that is oriented on the audience. Because you are speaking to and for
your audience when giving a public speech, knowing your audience is an important element
of the speech-making process. One of the most crucial responsibilities in audience-centred
speaking is getting to know your target audience. You'll want to learn about the audience's
primary demographics, such as age, gender, education, religion, and culture, as well as the
many organisations to which the audience members belong. Additionally, learning about your
audience's values, attitudes, and beliefs can enable you to anticipate and design your message.
You should research your audience before giving a speech so that you can establish a
connection between you, the speaker, and the audience. You should be able to mentally enter
the thoughts of your audience members in order to comprehend the world from their
perspective. You can establish common ground with your audience through this technique,
allowing you to align your message with what they already know or think. The process of
acquiring and evaluating information about the recipients of oral, written, or visual
communication is known as audience analysis. Conducting an audience study can be as easy
as questioning a small group about their knowledge or opinions, or it can be as complex as
evaluating demographic data of relevant portions of the population. You might also find
sociological studies of different age groups or cultural groupings beneficial. You might also
use a questionnaire or a rating scale to get information about your target audience's
fundamental demographics and opinions. These examples do not represent an exhaustive list
of strategies for analysing your audience, but they can provide you with a general idea of how
to learn about them. After taking into account all of the known factors, a profile of the target
audience may be constructed, allowing you to speak in a way that the intended audience
understands. Knowing who your target audience is will enable you to properly organise your
message and tailor what you say to the listeners' degree of comprehension and background.
Conducting an audience analysis has two practical benefits: (1) it prevents you from saying
the wrong thing, such as offending someone with a joke, and (2) it helps you speak to your
audience in a language they understand on topics that interest them. If you can construct a
message that informs and engages your audience, your speech will be more successful. A
public speaker should analyse her own values, beliefs, attitudes, and prejudices that may
influence her assessment of others with a mental magnifying glass. The speaker should use
this mental image to address the audience and see the world through their eyes. The speaker
gains insight into the audience's reality by staring at them. Egocentrism occurs when a
speaker solely sees the audience through the lens of her own mental perception. The
 obsession with one's own interior world characterises egocentrism. Egocentrics believe that
they are the most important or valid, and that their own thoughts or interests are the most
significant or valid. People who are egocentric are unable to properly comprehend or cope
with other people's viewpoints or a reality that differs from what they are willing to accept.
When speaking in public, public speakers must consider their audience's background,
attitudes, and views. Within a given amount of time, the speaker should endeavour to reach
the most accurate and effective analysis of her audience. Speakers, for example, can examine
the demographics of their audience. Demographics are extensive descriptions of human
demographic characteristics expressed as statistical population segments. Focus on the same
qualities explored in sociology while analysing audience demographics for a speech.
Audiences and populations are made up of people of various ages who are of the same or
mixed genders, have experienced similar events, have the same or different sexual
orientations, have varying levels of educational attainment, practise different religions, and
represent various cultures, ethnicities, or races.

28. The contemporary communication scenario has brought with it a plethora of issues of concern
to the society and scholars. Corporatisation, monopolisation, McDonaldisation, politicisation,
and division of society are only a few of them. In the context of emerging society and media,
examine the issues of societal importance.
India's economic liberalisation has cleared the door for fast media expansion. Advertising
money have allowed media houses to expand and given the media more independence. The
expansion of media was also impacted by the growing middle class, which desired access to
entertainment media. When a few number of companies control the majority of the media,
this is known as media concentration. Diverse languages have allowed the media in India to
concentrate. Convergence of technologies, on the other hand, allows for dissemination
through numerous media platforms such as Twitter and Facebook. Corporatisation has had an
impact on media concentration since it places a greater emphasis on profits.
For example, providers who control fibre optic cable and large amounts of radio frequency
bandwidth, as well as production houses, will be able to decide who has access to use their
paths and for what purposes. Corporations like Twitter and Facebook have an impact on the
media because they control and influence the content that is transmitted to the public. Because
the goal is a high annual return, corporatisation poses a threat to diversity and quality. Media
is a mirror, not a window, in that it allows individuals to not only consume information but
also to be influenced by it. Celebrities and influencers, for example. Media and advertising
have gone hand in hand since the 18th century, and advertisers are the ones that pay for it.
Advertisers are motivated by profit and hence have an impact on content. When advertisers
invest in locations that can be viewed by a large number of people, visibility becomes a
significant factor. In comparison to China, which speaks only one language, India speaks a
variety of languages, making it difficult to reach a broad audience. When compared to other
countries, India's literacy rate is lower, making it difficult for media outlets to reach all of the
country's citizens. Authenticity is lost in the process of corporatisation. In India, there is no
single standard paper or media that can be termed the nation's voice. Unlike traditional media,
where content is curated before being disseminated, social media has made it simpler for
people to express outrageous things without fear of repercussions. Foreign ownership of
Indian television has also been a problem. For instance, FOX has a subsidiary called Star
India. There is no recognised Indian global media voice when it comes to the worldwide
presence of Indian media. FDI - A few of India's media firms are controlled by foreign
companies, indicating that while India does not invest abroad, foreign countries do. Media
businesses all across the world have found it easier to provide content for India because to
mobile advertising. As a result, the audience is exposed to content about India created by
international media companies. Media corporations in various states have strong political ties,
 which influences what they write and report on through their programmes. Reliance, for
example, was accused of signing a production contract with the Union Ministry of Petroleum
and Natural Gas to harvest natural gas in the Krishna-Godavari Basin off the coast of Andhra
Pradesh. Cross-media and conglomerate ownership assures that all elements of society have
equal access to the media, paving the way for a globalised but homogenised communication
landscape in which media is seen as a commodity for consumption rather than a tool for
public good. Cross-media ownership also assures that advertising income is exclusively
distributed to and benefited by the biggest players, i.e. conglomerates. India's cross-media
ownership policies stand in stark contrast to international norms. Cross-media ownership is
restricted in countries such as the United States, the United Kingdom, France, and Canada to
prevent huge corporations from having stakes in several media. If such limits are imposed in
the Indian media business, there will be a strong backlash, with charges of governmental
censorship and restrictions on free expression, as well as comparisons to the Emergency
period. Due to the evolving character of the country and the media sector, as well as the
presence of its dense population and many cultural and linguistic groups, cross-media
ownership restrictions are not appropriate in India. Finally, media consolidation by
conglomerates gives them greater control over the organization's news-making policies,
influencing the agenda of the material generated by the organisation. Reliance growing riches
is due to monopolies and rules that benefit his enterprises, not innovation. It's not difficult to
select winners and losers if the government changes the rules of the game in every area and
casts considerable doubt on the basic purpose of regulatory regulations.

29. To subscribe to the assumptions of ‘Effects’ theorists and to attribute influencing power to
media is to undermine the audience faculties of the intellect and volition. Audiences are active
and they decide their media-consumption habits. Do you agree with the argument? Explain
and defend your position with the help of the assumption of a relevant theory and examples
from the current Indian media scenario.
Technology has definitely altered our lives over the last few decades. One of the most
significant changes has occurred in the field of mass communication. Prior to the industrial
revolution, there was almost no sort of mass media in society. However, as life began to
change, so did mass communication in all of its forms. Each decade of the twentieth century
saw the presentation of ground-breaking theories in the field of communication. The Uses and
Gratifications Approach and the Dependency Theory were two theories that gave a unique
perspective to this discipline. These theories completely changed the way we think about
mass communication. When Elihu Katz came up with the idea that people use the media to
their advantage, he first developed the Uses and Gratification Approach. As Katz and his two
collaborators, Jay Blumler and Michael Gurevitch, began to develop the concept in the early
1970s, the perspective formed. Because it challenged prior beliefs that assumed the audience
was a passive bunch, this theory was considered modern. The audience is viewed as active in
the Uses and Gratifications Approach, meaning that they actively seek out specific media and
content to attain specific results or gratifications that meet their personal needs. The media
outlets chosen are distinctive. "Studies have demonstrated that audience gratifications can be
drawn from at least three unique sources: media content, exposure to the media per se, and
social context that typifies the scenario of exposure to varied media," writes Jay Blumler in
his book The Use of Mass Communication.  It is undeniable that consumers spend time
interacting with media in a variety of ways. Each media has a different function, whether it's
to pass the time or to connect with others. There are five key assumptions in the Uses and
Gratifications Approach. The first assumption is that "the audience is understood as active,"
as Katz, Blumler, and Gurevitch explain in their book Mass Communication Research. This
concept is based on the belief that viewers are goal-oriented and use the media to attain their
objectives. This immediately reflects and responds to the audience member's requirements for
 receiving a media source. Is that "the audience member has substantial initiative in combining
need fulfilment and medium choice in the mass communication process." This concept
encompasses the belief that people take advantage of the media more often than the media
takes advantage of them. The receiver decides what will be absorbed and does not allow the
media to sway them in any way. Individual opinions are more influential than what the media
portrays. Mass Communication Research's third major assumption is that "the media
competes with other forms of demand satisfaction." This focuses on the concept that each
person has multiple needs. As a result, they have developed a wide range of options to suit
these requirements. Face-to-face communication is the strongest competitor to media-based
sources. This can often assist a person in properly coping with the conditions that surround
them. As a result, mass communication must compete vigorously with non-media related
sources while also assisting in the creation of a demand for itself and a proper balance
between the two. Over the previous thirty years, mass communication has come a long way.
Many diverse points of view have been presented and evaluated in terms of their
effectiveness. The Dependency Theory and the Uses and Gratifications Approach were two
theories that introduced a new genre of ideas and features of cognition to mass
communication. The mass media is a very sophisticated system that responds to the theories'
foundations in media production on a daily basis.

30. Traditional media theories assumed audiences to be dumb, with no brain to critique media.
But today it would see that audiences have the upper hand. Debate the argument by critiquing
various audience perspectives of mass media.
The term "active audiences" refers to people who actively receive media information and
interpret it based on their social and personal circumstances. Active audiences, for example,
leave comments on social media content to share their thoughts. This modern approach views
the audience as persons who are active participants in the communication process and who
utilise media texts for their own objectives, rather than as passive recipients of information.
They are customers who purchase goods and services (producers and consumers). We act
differently because we come from diverse origins and have a wide range of attitudes, values,
experiences, and ideas. This is the active audience model, which is now widely regarded as a
more accurate and realistic method to discuss audiences. The active audience theories are:
Hypodermic needle model of communication - In this approach, the media is considered as
powerful and capable of injecting ideas into a weak and passive public. Harold Lasswell
proposed the hypodermic needle in the 1920s. It's also known as the 'Magic Bullet Theory,'
because it explains how what people see and hear has a direct impact on them. It is supposed
to have an instant or near-term effect on the audience/viewer. It implies that a media piece can
'inject' or 'fire' ideas, values, and attitudes into a receptive audience, prompting them to act.
The theory suggests, a media text has only one message that the audience must recognise.
According to this view, the listener is powerless to reject the message's influence, which
might be dangerous in some instances. Encoding/decoding model of communication, Uses
and gratifications theory, and two-step flow theory are the active audience theories.
Audiences that are engaged actively listen in order to express a viewpoint, Examine and
respond to media texts. Pay attention to what others have to say, the message has had no
immediate impact on me. It's difficult to control them, thinkers with a critical mind-set,
Participate in the listening process. People who are engaged on social media yet do not want
to remark on other people's posts, for example. An advantage to having an active audience is
that the audience can choose what they want to see. The audience will also feel ownership
towards the program as they will have contributed to its outcome. The disadvantage to having
an active audience is that the audience may have bad ideas, and may not know what is best for
the program. The passive audience are people who watch and observe media content without
making sense are referred to as passive audiences. Instead of listening, the passive audience is
passively participating in hearing something, just keep an eye on the media text, accept the
message without objecting to it, pay no attention to it, accepting viewpoints that are directly
influenced by the message, they're simple to manipulate. To think is to be lazy. A passive
audience has the advantage of making production considerably easier because no one would
be telling them their thoughts and ideas for the show. The drawback of having a passive
audience is that they are not as loyal. Audiences have been considered in two ways by
researchers looking at the impact of media on audiences. The initial assumption was that a
large audience is inert and inactive. The audience members are portrayed as couch potatoes
who are merely ingesting media materials, particularly commercial television programmes.
This was supposed to not necessitate the active use of the brain. All messages in any media
text are accepted and believed by the audience. This is the model of a passive audience.