MPhil Mass Communication important eBooks


M Phil Mass Communication important eBooks

Dear Students of M Phil Mass Communication , University of Gujrat, Pakistan.

Students of M Phil Mass Communication have to explore a variety of subjects and topics. It is not possible to buy books for every topic so teachers have prepared notes and other helping study material for students on different topics. It is commonly quite difficult and hassle for lecturer to share notes as well as for students to get the notes and other study material.

You will always find a huge students’ rush on photocopier shop to get notes. Now has maintained almost all the notes and study material for M Phil Mass Communication students. You can explore all the notes and study material online here.

You can explore already uploaded notes as well as you can add your own notes. If you have developed your own notes or you wanted to upload your teacher notes of any particular subject here you can upload and share that notes with others.


You may download and read Mass Communication related books here on this page.

  1. An introduction to political communication, 3rd Edition
  2. New Media and Politics (2001) Barrie Axford, Richard Huggins
  3. Mass Communication Theory Foundations, Ferment, and Future
  4. Media & Culture 8th Edition By Richard Campbell, Christopher R. Martin, Bettina Fabos
  5. Studying media and Politics
  6. Richard M. Perloff-The Dynamics of Political Communication_ Media and Politics in a Digital Age-Routledge (2013)
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Presentation The Oxford Advanced Learners lexicon (2010; 808) characterizes news-casting as “the work of gathering and composing news stories for daily papers, magazines, radio and TV.” There has dependably been a disarray on whether news coverage is a calling of a specialty. Reporting has dependably been seen as some sort of fine art, when contrasted with different callings. This is because of the way that when individuals consider news coverage, they constrain it to composing, showing and babble. This blog entry will examine in points of interest why Journalism is viewed as a calling instead of an art. Reporting simply like some other calling, has a few components to it, for example, the way of life of news-casting, gatekeeping in media and morals. These components will be talked about later in this post.


The term calling is depicted as a sort of a vocation that requires unique preparing or aptitude, particularly one that needs an abnormal state of instruction (The Oxford Advanced Learners lexicon, 2010; 1170). While the term specialty is characterized as an action that includes using so as to make something skillfully your hands (Webster, n.d). Reporting as an art would concentrate just on the composition angle since art is an adroit method for accomplishing something with your hands. Art can likewise be seen as a workmanship. At the end of the day, reporting can’t be characterized a specialty since it is more expansive in a way that it is not just about composing articles. There are a few classifications to be considered when taking a gander at the term news coverage these are the exploration viewpoint, the composition aptitudes, meeting abilities, altering aptitudes and the capacity to recognize newswothy data and appropriate it as per the media’s models. Taking a gander at what news coverage is, there is a contention that it can be seen as a calling as opposed to a specialty since, it is a practice whereby writers use their learnt aptitudes to assemble and report news. The motivation behind news coverage hone/calling is to keep people in general educated about what happens far and wide. Writers have the obligation to report the news about what is happening in Politics, Sports, diversion industry and instruction to the general population.


When taking a gander at the way of life of Journalism it is recommended that for one to be qualified as a columnist, s/he needs to acquire no less than a three years BA-Journalism degree. Amid the time in the University or College, people are prepared and prepped to be great writers. People who are qualified as columnists, have a chance to seek after various positions in the media, for example, turning into a manager, a correspondent, a wholesaler, a news peruser and significantly more. They create aptitudes to recognize, assemble and report news which is new, intriguing and believable. Stovall (2005; 26) expresses that a fundamental social necessity of news coverage is that those in the calling have an abnormal state ability in utilizing the dialect. Including that, “journalistic practices require large amounts of ability and scholarly preparing; writers must know the dialect and how to utilize it, they should expert the gear that it takes to deliver and circulate their item. These are difficult abilities to secure; preparing is an absolute necessity.”


In the news coverage field, much the same as some other calling, there are principles and regulations. Normally in various media organizations, ther are distinctive routes in which they exhibit their data or news. This is the reason news-casting foundations have inner and outside watchmen. These watchmen are in charge of selecting which article or data experiences to printing or can be telecasted. These individuals go about as doors. (College of Twente; n.d) states that The guard chooses which data will go ahead, and which won’t. As such a guardian in a social framework chooses which of a specific thing – materials, merchandise, and data – might enter the framework. Vital to acknowledge is that watchmen can control general society’s information of the real occasions by letting a few stories go through the framework however keeping others out. Guards can likewise be seen as foundations or associations. Guardians exist in numerous employments, and their decisions hold the possibility to shading mental pictures that are in this way made in individuals’ comprehension of what is going on in their general surroundings. Media gatekeeping demonstrated that choice making depends on standards of news qualities, authoritative schedules, info structure and sound judgment. Gatekeeping is basic in correspondence arranging and all correspondence arranging parts incorporate some part of gatekeeping. Stovall (2005; 22) says the procedures of news-casting are in a perfect world represented by writers themselves; few standards or retrains are forced on them from outside the calling. This could imply that columnists are once in a while limited by guardians in the media. Media guards incorporate the group of onlookers, the editors or makers and the proprietors of that media as it was said some time recently. 5.


As it was said that each calling has its own standards and regulations, individuals need to understand that standards from different associations are additionally distinctive, which is the reason there is a segment morals. This segment discusses the ethics of columnists, which is critical in each field of study or calling. . Stovall (2005; 462) gives a key ideas of moral practices. Trustworthiness is at the heart of the journalistic procedure; columnists ought to be straightforward, writers ought to regard their group of onlookers. Columnists ought to give credit every one of the times that they utilize other individuals’ work. Columnists are you typically confronted with irreconcilable circumstance, where by their devotion to their calling and outside their calling conflict. Notwithstanding, writers must present news with genuineness. 6. All in all, the way of life of news coverage, gatekeeping and morals were components that demonstrates that news coverage, much the same as some other calling, has its guidelines, style and standards which are unique in relation to different fields. Therfore it can be said that news coverage is a call

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The Exponential Principle in Culture

  The Exponential Principle

This theory states that, as the cultural base grows, its possible uses tend to grow in a geometric ratio. To illustrate: if we have only two chemicals in a laboratory, only one combination (A-B) is possible (A-B-C, A-B, A-C, and B-C,), with four chemicals, ten combinations; with five chemicals, twenty-five/ and so on. As the size of the culture base grows by addition, the possible combinations of these elements grow by multiplication. This helps to explain today’s high rate of discoveries and invention. A vast accumulation of scientific technical knowledge is shard by all the civilized societies, and from this base new inventions and discoveries flow in a rising tide.


To understand the term “value” in it true sociological sense, it is, absolutely necessary to discuss the elements of culture.


Norms are shared rules or guidelines that prescribe the behaviour that is appropriate in a given situation. Norms define how people “ought” to behave under particular circumstances in a particular society. We conform to the norms so readily that we are hardly conscious of their existence. In fact, we notice departures from norms tried to shake hands when you were introduced, but you might be a little startled if he or she kissed you on both cheeks. Yet this form of greeting is appropriate in other societies. When We visit another society whose norms are different, we quickly become aware that we do things this fashion, and they do them that fashion.

Folkways And Mores

Norms ensure that social life proceeds smoothly, for they give us guidelines for our own behaviour and reliable expectations for the behaviour of others. This social function of norms is so important that there is always strong social pressure on people to conform. But although most of us conform to most norms most of the time, all of us tend to violate some norms occasionally. In the case .of certain norms, the folkways,,a fair amount of non-conformity may be tolerated, but in the case, of certain other norms, the mores, very little range is permitted.


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What is The Cultural Base?

The Cultural Base

By the culture base, we-mean the accumulation of knowledge and technique available to the inventor in a society. As the culture base grows, an increasing number of inventions and discoveries become possible. The invention of the geared wheel provided a component which has been used in countless inventions. The discovery of electromagnetic and the invention of the vacuum tube, the transistor, and the microchip provided necessary components for hundreds of more recent inventions. Unless the Cultural base provides enough earlier inventions and discoveries, fresh inventions cannot be completed. The recent “knowledge explosion” is often cited as the source of modern innovation. This is another way of saying that the cultural base is rapidly growing and is accessible to a growing number of our people. When all the supporting knowledge has been developed, the appearance of an invention or discovery becomes almost a certainty; In fact, it is quite common for an invention or discovery to be made independently .by several persons at about the same time. When the cultural base provides all the supporting items of knowledge, it is very probable that one or more imaginative persons will put these items together for a new invention or discovery.

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What is the Significance of Culture?

The Significance of Culture

Only culture accounts for the success of human beings. We create culture, but ‘ culture in turn creates us. We are no longer the helpless victims of the natural environment. We make our own social environment, inventing and sharing the rules and patterns of behaviour that shape our lives. We use our knowledge to modify the natural environment as well. Without a culture transmitted from the past, each new generation would have to solve the most elementary problems Of human existence over again. It would be obliged to devise a family system, to invent a language, to discover fire, to create the wheel, and so on. Cultural inventions enable us to be insulated from the cold of the Arctic, to travel in outer space, and to live in submarinesall with|ut any recourse to physical evolution. Unlike other animals, we can self-consciously adapt to our environments and can adapt the environment to meet our needs.. We have the biological capapity to speak, but which language we use and how we use it depends on our cultural environment. We have the biological capacity to laugh, to cry, to blush, to become angry, but the circumstances under which we might do any of these things are learnt in society.

Culture enables us to invent and learn ways of adapting to our environments and changing situations. All other animals must rely on the slow and accidental process of biological evolution to adapt them to the environment, but human beings can adapt quickly to radically different environments. Human nature is what we make of it, and what we make of it depends on the. culture in which we happen to live. One of the aspects, of the sociological” perspective is that it exposes myths about our social behaviour, and shows that what seems natural , or instinctive, is a cultural product of human society. In short, culture is the secret of our success.

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What is culture in Mass Communication? Definition of Culture

In a general sense, the word culture is often used to refer to refined tastes in art, literature, or music etc. The sociological use of the term is much wider, and includes the entire way of life of a society. In this sense everyone who participates in society is “cultured.” To the sociologists, culture consists of all the shared products of human society”. These products are of two basic kinds , viz material and non-material .Material culture consists of all the artifacts or physical objects human beings create—such as wheel, clothing, schools, factories, cities, books, computer etc. Non-material culture consists of more abstract creations — like language, ideas, beliefs, rules, customs, myths, skills, family patterns, political systems. Sociology, 1977, 1An Robertson, P. 51.

According to Sir Edward Tylor (1871), “Culture .. is that complex whole-which includes knowledge, beliefs, art, morals, law, customs and any other capabilities and habits acquired by man as a member of society.” Horton and Hunt say, “Culture is everything which is socially learned and shared by the members of a society.” The individual receives culture apart of a social heritage, reshapes it and introduces changes which become part of the heritage of succeeding generations. Sociology, 1984, (6th Ed.), P. B. Horton and C.L. Hunt, P. 52

Two anthropologists defined culture as: “By ‘culture’ we mean those historically created selective processes which channel men \ reactions both to internal and to external stimuli.” Robert Bierstedt says ” Culture is the complex whole that consists of all the,ways we think and do and everything we have as members of society.” The Social Order 1970 (3rd Ed.) Robert Bierstedt, P. 123.

“Culture” must be.distinguished from ‘society.’ Culture consists of the shared products of society while society as a relatively independent, self-perpetuating human group, occupies a territory, shares a culture, and has its associations Within this group. Sociology, 1984, (6th Ed.), P. B. Horton and C.L. Hunt, P. 52.

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