Democratic-participant Theory

Media is said to be important in rural settings and in the cultures that are degrading with time. The theory is believed to conserve and revive local cultures by promoting the right to information (global and local), right to express (feedback), right to use new technologies (means of communication), freedom to local data, freedom to take part in social action, etc. In the process, it expects the government to provide funds, trainings and subsidies after identification if they have financial or technical difficulties.

Major Features of Democratic-participant Theory of Mass Communication

Encourages horizontal and bottom up approach in media

Media has supportive rather than critical role

Self regulation of media is also encouraged

More applicable to new media

Development of creativity and innovation in small media

Replacement of media from big media houses to small media

Different communities, groups and organizations possessing their own media

Strengths of Democratic-participant Theory of Mass Communication

The audience can participate and get alternatives if not satisfied with one media.

The community can work for themselves as social action.

The theory is not very authoritative unless the press hinders the work of the government.

Democracy becomes strong with the application of this theory.

Small media gets the chance to work for local people.

Happy Learning!
Anamika Gupta
IAAN

MODERNIZATION THEORY

that a nation goes through as it transitions from a traditional society to a modern one. The theory has not been attributed to any one person; instead, its development has been linked to American social scientists in the 1950s.

There are many different versions of modernization theory. This lesson will discuss the opposing views of the Marxist and capitalist versions, a Western version, and a present-day version of modernization theory.

Criticisms of Modernisation Theory

The Asian Tiger economies combined elements of traditional culture with Western Capitalism to experience some of the most rapid economic growth of the past 2 decades.

Ignores the ‘crisis of modernism’ in both the developed and developing worlds. Many developed countries have huge inequalities and the greater the level of inequality the greater the degree of other problems: High crime rates, suicide rates, health problems, drug abuse.

Ethnocentric interpretations tend to exclude contributions from thinkers in the developing world. This is a one size fits all model, and is not culture specific.

There are ecological limits to growth. Many modernisation projects such mining and forestry have lead to the destruction of environment.

Social damage – Some development projects such as dams have lead to local populations being removed forcibly from their home lands with little or no compensation being paid.

Happy Learning!

Anamika Gupta

IAAN

Advertising Appeals To Boost Ad Creative Response

Think of advertisements that stick in your head. What makes them so memorable? Is it the product itself, or is it the techniques used to produce the ad?

Advertising appeals are the persuasive pressures that stimulate a person to buy a product or service by speaking to an individual's needs, interests, or wants. The goal of an ad is to persuade customers, and advertising appeals provide just the right hook to allow persuasion to occur. Advertising appeals are designed to create a positive image and mindset about those who use the product or service, and are a major factor of consideration for advertisers.

Humor Appeal - A humor appeal uses laughter and playfulness to “cut through the clutter” of advertising, grab the consumer’s attention, and make the product appeal likable or desirable. By creating an emotional connection to the product or service, a humor appeal tries to drive sales.

Emotional Appeal – These type of neuromarketing advertising appeals work to foster a sense of trust and familiarity with the brand. Insurance companies often turn to emotional appeals to create a sense of trust and loyalty with consumers and reinforce brand loyalty.

Musical Appeals - Music can help to capture the attention of a listener because music is often linked to emotions, experiences, and memories, grabbing the attention of those not previously engaged. The use of musical appeals allows for a connection between the product or service and a catchy jingle or piece of music. As an example, Nationwide Insurance uses the well-known 'Nationwide is on your side' jingle as an appeal. 

Social Appeal- Appealing to a person’s sense of belonging or feeling of inclusion. The goal of the social appeal is to cause people to make purchases and take action based on whether it will make them feel accepted, recognized, respected, affiliated with, or even rejected by a certain group, organization, or people. It’s all about status and fitting in.

Sex Appeal- Appealing to the natural sexual desires of men and women. The goal of the sex appeal is to grab and increase attention toward a product or service by making people feel attracted to or desirous of the people using the product.

Happy Learning!

Anamika Gupta

IAAN

Internal and External Public Relations

Have you ever wondered who handles the policies in an organization or how a company responds to media coverage? Well if you didn't know, it is public relations who handles these essential tasks. 

Public relations (PR) provides strategic support for a company and its products to help make sure the organization has the highest quality of communications and a positive public perception.

Roles & Responsibilities of an Internal PR Team

Secure internal buy-in from the executive management team. Build support for PR as a strategic tool, determine how much the company is willing to spend on PR initiatives and clearly outline the activities the team plans to implement.

Manage the PR budget to ensure it is being used efficiently. The internal PR manager should act as a liaison between the external agency and the company, and help both teams meet expectations.

Prioritize PR requests in order to ensure the agency is focused on the right value-added programs and supporting activities that are most strategic.

Coordinate with other internal teams to make sure the public relations program reflects consistent messaging and supports the company’s business and communications goals.

Roles & Responsibilities of an External PR Team

Work with the internal team to flesh out messaging or to develop a messaging architecture.

Champion program planning activities with strategic input from the internal team. The agency is responsible for identifying key audiences, major messages, objectives, strategies and tactics for carrying out these programs.

Execute on plans as needed. Write press materials, such as press releases, corporate backgrounders and media alerts. Draft speeches or presentations. Develop briefing materials for executives so they are prepared for key interviews. Secure speaking opportunities.

Happy Learning!

Anamika Gupta

IAAN

Presentation Techniques

The formal presentation of information is divided into two broad categories: Presentation skills and Personal Presentation.

Personal Presentation:-

Many people feel terrified when asked to make their first public talk.  Some of these initial fears can be reduced by good preparation that also lays the groundwork for making an effective presentation.

Presentation Skills:-

A presentation is a means of communication that can be adapted to various speaking, such as talking to a group, addressing a meeting of briefing a team.

Focus on your audience – every presentation you do should be tailored to your listeners, this will keep them interested and engaged. What do you want your audience to think, feel and do? Plan how you will achieve this.

Keep your presentation slides simple – be as clear and concise as possible. Your listeners cannot concentrate on what you are saying if you have lots of text on slides. Try to use imagery to supplement what you are saying instead of text. 

To Get Buy-In, Make Your Ideas Their Ideas- Don't think you need to convince people by beating them down with facts or fighting their objections. One of the most powerful presentation techniques is taking attitude of inviting the audience in.

 Banish the nerves – if you struggle with confidence whilst presenting then adopting a persona can help. Acting helps your brain achieve things you wouldn’t usually feel comfortable with, breaking down those usual barriers. 

Happy Learning!

Anamika Gupta

IAAN

BULLET THEORY

Mass means, a group of people and communication means, a process by which we can share our ideas, Our thoughts, our views and our knowledge so, mass communication means, A process, by which we can share our ideas, our views, our knowledge and our thoughts in a heterogeneous, anonymous masses of receives

The magic bullet theory, sometimes called the hypodermic needle model, assumes that a media message is ''injected'' wholly into the recipient's consciousness and is accepted entirely at face value. The War of the Worlds example is the most classic illustration of this media theory: radio listeners were told an alien invasion was happening and immediately panicked and sprang into action, without questioning the report or its origins.

 Lass well theorized that the magic bullet approach meant the originator of the message could directly influence, or manipulate, the intended recipients' perception. The theory relies on the idea that the public is passive and gullible, which makes it easier for the source of the message to influence its audience.

 Using terms like ''bullet'' and ''needle'' shows the severity of the impact on the audience and the power the originator of the message has. Though it may still be applicable today, the model grew out of the concern that the media in the 1930s, 1940s, and 1950s was all-powerful and could influence both its audience's beliefs and behaviors. The audience, as a result, was unable to resist the intended impact of the message.

 There are many theories of mass communication by which we can develop our communication skills. Bullet theory is one of them.

According to this theory, communication plays a very important role in the process of communication.

Mainly, the communication decides, the size, the form, the necessity and the medium or a message or a information. Receives do not play any role in communication process.

For example:-
In an advertising agency, these are three main people.
1. Produces
2. Consumer
3. Marketing Agent.

Happy Learning!

Anamika Gupta

IAAN

R.N.I. (Registrar newspaper of India)

On the recommendation of the first Press Commission, the press and Registrar of Books Act, 1867 (PRB Act) was amended in 1975 and the office of the Registrar of Newspaper for India, RNI, was created from July 1,1956. 

The PRB Act, as we have seen in a previous chapter, is the only specific press law in force in the country now. It has been amended from time, including twice after Independence The fashionable way of referring to the old laws as archaic is thus unjustified from this point of view.

One of the functions of RNI is to compile an annual report on the press in India. According to the 19947 report, covering the period from January to December, 1993, which is the latest available there was 33,612 registered periodicity, with a total circulation of 67,611,000 copies. 

Even so the circulation was 6.2 per cent higher than in 1992, although in that year the number of newspaper which supplied the figures was more, 4027. Possibly, a few of these publications had been facing difficulty and not been coming out or were  too ill-equipped to file even a statutory report in 1993. The Hindi press had the largest share of both the number of papers and circulation.

Under statutory functions, RNI performs the following duties

Compilation and maintenance of a Register of Newspapers containing particulars about all the newspapers published.

Issue of Certificate of Registration to newspapers published under valid declaration;

Scrutiny and analysis of annual statements sent by the publishers of newspapers every year under PRB Act containing information on circulation, ownership etc.

Informing district magistrates about availability of titles, to intending publishers for filing declaration.

Ensuring that newspapers are published in accordance with the provisions of PRB Act 1867 and the rules made there under.

Verification under Section 19-F of PRB Act, of circulation claims furnished by the publishers in their Annual Statements.

Preparation and submission to the Government on or before 31 December each year, a report containing all available information and statistics about the press in India with particular reference to the emerging trends in circulation and in the direction of common ownership units etc.

Happy Learning!

Anamika Gupta

IAAN

CHARACTERISTICS OF NON-VERBAL COMMUNICATION

Non-verbal communication is any information that is communicated without using words. The important characteristics of non-verbal communication are as follows:

No use of words: Non-verbal communication is a communication without words or language like oral or written communication. It uses gestures, facial expressions, eye contact, physical proximity, touching etc. for communicating with others.

Different meaning: Non-verbal symbols can many meanings. Cross-culture aspects give various meanings to same expression in respect of non-verbal communication.

May conflict with verbal message: Non-verbal communication is so deeply rooted, so unconscious, that you can express a verbal message and then directly contradict it with a nonverbal message.

Informality: Non verbal communication does not follow any rules, formality or structure like other communication. Most of the cases people unconsciously and habitually engaged in non-verbal communication by moving the various parts of the body.

Culturally determined: Non-verbal communication is learnt in childhood, passed on to you by your parents and others with whom you associate. Through this process of growing up in a particular society, you adopt the taints and mannerisms of your cultural group.

Shows feelings and attitudes: Facial expressions, gestures, body movements, the way you use your eyes – all communicate your feelings and emotions to others.

Happy Learning!

Anamika Gupta

IAAN

Learn About Feature Writing

Writing a Feature begins with two important factors: your topic and how much space you can devote to it–your assigned word count. You must work within this parameter, which means you can’t stray off topic. You should, however, go into as much depth as possible. This usually includes conducting interviews and gathering background information.

For example, a news report might read: “Witnesses report that the pipe burst at 1:32 p.m.”
While a feature might read: “Joe Smith said he saw the pipe burst from his kitchen window just as he was cleaning up from lunch, at 1:32 p.m. “Water shot 10 feet high and drenched everyone in sight," Smith said.”

Features typically include expert opinions. Why did the pipe burst? You might get statements from a knowledgeable pipefitter explaining likely problems the pipe may have had. Did any passersby sustain injuries? A news report would most likely give a yes or no answer to that, and, if so, cite the number of injured bystanders.

Choose an interesting, newsworthy subject

We’ve talked about picking an interesting, timely, and relevant topic for other types of writing. But this is a bit more specific. You need to feature a person, group, or business. In other words, you need to pick a subject.

This can be difficult. After all, you might know several subjects personally, making it impossible to cover them, even if they are interesting and relevant. And, even if you can come up with a quality idea, not all subjects (include directors, founders, owners, and individuals) are going to be willing to meet with you.

Write your draft

 

Now, go ahead and compile your piece. Usually, with feature stories, you’ll start by placing your quotes and building around them. After all, what your subject has to say is more relevant than what you have to say. The community wants to hear their voice.

Schedule a convenient, in-person interview

 

This is where the going gets tough. You need to contact your subject and schedule an in-person (not email, not cell phone, not Skype) interview. If you’re covering a group or entity, you may need to interview two or three different people, and you might not be able to get all of your interviewees at one time. Thus, the process becomes a bit muddled.

Ask for approval/clarification before publishing

 

Once you’ve finished, you can do one of two things. First, you can send your work immediately to your professor or editor and call it a day. Or you can send the piece to your subject for review.

Remember, this does not mean your subject has a free pass to add or change whatever they want. In fact, you shouldn’t give them the paste right to change anything at all.

Happy Learning!

Anamika Gupta

IAAN

MOTIVATION LEARNING

Motivation has a direct impact on how an individual learns. The affects of motivation is normally far reaching because it increases an individual’s energy level, determines the persistence in reaching a specific goal, affects the types of learning techniques used and an individual’s thinking processes.

According to human development professionals, there are two types of motivation, extrinsic and intrinsic. Extrinsic is determined by the individual’s outside surrounding and specific tasks. Intrinsic motivation can be found within the individual since the task can be viewed as valuable. Therefore, when applying the affect that motivation has on the learning process, it is clear that people learn better based on the perceived value of the task, subject matter, personal goals, financial incentives and wide array of different factors.

Motivation is described as a state that energizes, directs and sustains behavior. Motivation involves goals and requires activity. Goals provide the impetus for and the direction of action, while action entails effort: persistence in order to sustain an activity for a long period of time.

There are recognized indices of motivation that are important to be aware of. Indices typically place a value or quantity on an idea; in this case, we can understand the value or quantity of motivation for an individual by these four indices.

The selection of a task under free-choice conditions indicates motivation to perform the task. In our earlier example, Erik chose to engage in art activities during his free time. This is indicative of being motivated by art and art-type activities.

High effort levels, especially when working on different tasks and assignments, are also indicative of motivation. For example, if a student diligently works on a difficult algebra problem again and again, this would indicate a higher level of motivation towards math activities.

Working for a longer period of time, especially after encountering numerous obstacles, is also associated with higher motivation. For example, John, a student in PE class, was unable to master jumping rope, but he chose to continue trying to jump rope during recess; this time on task indicates a high level of motivation towards mastering the activity of jumping rope.

HAPPY LEARNING!

ANAMIKA GUPTA

IAAN

Tools of Data Collection

exercised in collecting data as because they form the foundation of statistical method. If data are faulty, the conclusion drawn can never be reliable.

1. Types of Data: Generally data are of two types-

a) Primary Data: The data which are originally collected by an agency for the first time for any statistical investigation are said to be primary data.

b) Secondary Data: The data which have already been collected by some agency and taken over from there and used by any other agency for their statistical work are termed as secondary data. So in simple if a primary data collected for a statistical investigation are used in other statistical investigation then those data are called as secondary data.

Questionnaire Method

Under this method, a list of questions pertaining to the survey (known as questionnaire) is prepared and sent to the various informants by post. The questionnaire contains questions and provides space for answer. A request is made to the informants through a covering letter to fill up the questionnaire and sent it back within a specified time. The respondents have to answer the questions on their own. The questionnaire can be delivered directly hand by hand, through surface post or as an electronic questionnaire.

Case Studies

A case study is a thorough description of a process, structure, or experience at one organization. Case studies use surveys, statistics about usage, and qualitative data collection techniques. While performing a research quantitative data is gathered first and then the qualitative strategies are used.

Surveys

Surveys are performed through questionnaires. A standard set of questions are used for performing the survey of any specific topic.

Checklists

The checklist is a list structure of points which needs to be observed or evaluated. Using this technique, you can mark the presence or absence of criteria or can note down short comments about a topic.

Observation

Observation is a data collection technique that is performed by monitoring or viewing the subject.

Sometimes observations are performed continuously or in a set of time periods. There can be different types of observations like structured, unstructured, and semi-structured.

Interviews

An interview is another data collection technique.

For collecting the data through this technique, interviews are performed in groups or on a one-on-one basis. During interviews, the data can be collected using stenography, video recordings, audio recordings, or written notes.

  

Information from Correspondents 

Under this method, the investigator appoints local agent or correspondents in different places to collect information. These correspondents collect and transmit information to the central office where the data are processed. The special advantage of this method is that it is cheap and appropriate for extensive investigation. However, it may not always ensure accurate results because of the personal prejudice and bias of the correspondents. Newspaper agencies generally adopt this method.

Happy Learning!

Anamika Gupta

IAAN