Sleepy Classes.

Definition:  Dominant Paradigm is a structure or series of strategies which promotes capitalism, free-market, automatization, industrialisation, urbanisation for development of third world countries through media.  According to Dominant Paradigm strategists, well developed media sector is an indicator of national development (per capita income, literacy, urbanisation, and industrialisation).  Background: It developed after World War 2 in 1949. Because the question of development for lot of countries became pivotal. Countries like Germany, Italy, France, USSR were devastated by war. Besides, Asian and African countries were also in bad shape owing to colonial expliotation. So, the first world countries or economic planners has to do something for the development of these countries. That's why it was aligned with the development of media world. It means that improvements of the mind and thoughts of the peoples is only possible through the dissemination of thought about dev...

 Antinio Gramsci's Media Hegemony: Gramsci was an Italian Marxist. And he co-founded Italian Marxist party. He discussed this theory in his book called "The Prison Notebook".  Gramsci tried to find out that why there is no any sign of revolution in capitalist countries, as predicted by Karl Marx? He answered this by introducing the concept of 'hegemony'. He discussed political and cultural media hegemony in a following way: 1. Political media hegemony: or Media Hegemony theory:   According to this approach, the mass media are controlled by the dominant class in society which uses it as a vehicle for exerting control over the rest of society.  Media is a social or ideological institution which try to develop a 'consent' in a society about ruling class or elite among masses. In other words, Media is used to create obedience and dominance (hegemony) of elites through ideology rather than force. Why media does this? The answer is in 3 approaches discussed belo...

Main concept of theory  According to Spiral of silence theory, you are less likely to share ur opinion if youfear that you are a minority or if u fear that you are against a popular belief. Because  you think that by doing so you will be isolated in a society.  Silence is increasingly as we move downwards.  Founder of the spiral of silence theory  The theory was given by Elisabeth Noelle-Neumann in 1974. Elisabeth Noelle-Neumann: A giant.  To avoid isolation, people tend to refrain from publicly stating their views on controversial matters when they perceive that doing so would attract criticism, scorn, laughter, or other signs of disapproval. Conversely, those who sense that their opinions will meet with approval tend to voice them fearlessly and at times vociferously. Indeed, speaking out in such a way tends to enhance the threat of isolation faced by supporters of the opposing position, reinforcing their sense of being alone. Thus a spiraling process beg...

 Introduction  Uses and gratification theory of communication explains how people use media to fulfill their needs. Gratification of needs is the most important role of media for humans. People get knowledge, interaction, relaxation, awareness, escape and entertainment through media which they use for interpersonal communication as well. Gratification through media.  The theory was introduced by Blumler and Katz in 1974 in the article “the Uses of Mass Communications: Current Perspectives on Gratifications Research” and focuses its attention on media users’ roles. Also, this theory is in contradiction to the Magic Bullet theory, which states that the audience is passive. This theory has a user/audience centered approach. Why do need media?  There are several needs and gratification for people. They are categorized into five needs. 1. Cognitive needs  People use media for acquiring knowledge, information, facts, etc. 2. Affective needs Affective needs talk about ...

Introduction  Two-step flow model emphasizes on the social dimension of media.  Two-step flow model of communication, theory of communication that proposes that interpersonal interaction has a far stronger effect on shaping public opinion than mass media outlets. The two-step flow model was formulated in 1948 by Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet in the book The People’s Choice, after research into voters’ decision-making processes during the 1940 US Presidential elections. Model of two-step flow of communication  Influence of Opinion Leaders The two-step flow of communication model says that most people form their opinions under the influence of opinion leaders, who in turn are influenced by the mass media. In contrast to the one-step flow of the hypodermic needle model or magic bullet theory, which holds that people are directly influenced by mass media, according to the two-step flow model, ideas flow f...

 There are many theories of mass communication. But some important theories of mass communication are given below. Hypodermic Needle Model or Magic Bullet theory or Strong Effect theory: It is a model rather than a well developed theory. Infact, it is one of the earliest models of mass communication to have developed naturally in America. Because mass communication became popular in America first. The escalation of radio and cinema in America led to the development of this model. Hypodermic Needle theory, or Magic Bullet theory (Hypodermic syringe model or transmission-belt model) was proposed by Harold Lasswell in his celebrated book "Propaganda Technique in world war" (1927). Definition: This model implied mass media had a direct immediate and powerful effect on its audience. This model was powerful so much so that mass media in the 1940s and 1950s were perceived as a powerful influence on behaviour change..  Factors that contributed to 'Strong Effect theory' of com...

Introduction  The International Commission for the Study of Communication Problems, known as the ‘MacBride Commission’, was set up in 1977 to study all manner of problems of communication in the world. One of its chief tasks was                "to analyse communication problems in their different aspects within the perspective of the establishment of a new international economic order and of the measures to be taken to foster the institution of a  “new world information order”. Director-General M’Bow formulated the Commission’s brief terms of reference in four points  1. to study the current situation in the fields of communication and information and to identify problems which call for fresh action at the national level and international level. The analysis of the state of communication in the world today, and particularly of information problems as a whole, should take account of the diversity of socioeconomic conditions and level...

War between House of Tudors and House of Lancaster  War between house of Lancaster and House of York resulted in the winning of the former. This started the reign of Tudor dynasty. Henry VII (1485 - 1509) becomes the first king. After his death, he was followed by his son Henry VIII (1509 - 1547). Henry VIII:  Every student of history knows about this notorious king. He married six times. And he either killed or left all of his wives. Names of his wives are given below.  1. Catherine of Aragon (1485-1536).  He left her because he wanted to marry Anne Boleyn. She was the bride of his brother. But after the death of his brother, Henry VIII married her.  2. Anne Boleyn (1501-1536): She was executed for adultery.  3. Jane Seymour (1508-1537): She died after giving birth to male heir (Edward VI).  4. Anne of Cleves (1515-1557): This marriage was strategic. And he left her after six months.  5. Catherine Howard (1523-1542): She was executed for adul...

Introduction Istanbul Convention is in news for two reasons. Firstly, in Turkey, women started a trend, #ChallengeAccepted , on a massive scale to curb the atrocities committed on them. In 2019, 474 women were killed despite Turkey's ratification of the treaty which is against femicide. Secondly, Poland has announced to leave this European treaty on violence against women. As the Justice Minister of Poland announced the departure from Istanbul Convention, women staged a massive protest across the Poland. Despite its members, Turkey and Poland are dying to leave this treaty.                      So, what is Istanbul treaty? And why many countries in addition to Turkey and Poland are trying to leave it? Let's discuss! Europe and Protection of women against violence: Since 1990s, Council of Europe, headquarted in Strasbourg, commenced myriad numbers of initiatives to protect women from violence. Although the organisation has been criti...

Introduction:                   In Pakistan the role of Religion is immense. There are two kinds of people in Pakistan: secular and religious. The latter want to see Pakistan as as a paragon of Islam while the former think of Europe as the benchmark of success. They always look to Europe for guidance in every state of Affairs.  Religious people, on the other hand, vehemently detest secular people for their penchant towards Europe.  A harsh Reality: Undoubtedly, Europe is miles ahead of muslim countries. It is free from any religious involvement in its daily state affairs. When you visit Church in Europe on sunday you will not find much people. Similarly, its books are free from religious teachings. Not only sciences books but also books related to social sciences are immune from religious trespassing. Only theology students read and write about religion. And when it comes to politics, their political parties, either Left-Wing o...