UGC NET/JRF EXAM, Mass Communication & Journalism, June-2021

In Buddhist approach to communication, there are four elements to mindful speech that can help you say what you mean and to remain present in your daily interactions:

• listening to yourself
• using silence as a part of speech
• listening to others
• speaking slowly, clearly, and concisely

Buddhist approach to communication strongly upholds “ethical concepts of tolerance, non-violence, respect for the individual, love of animals and nature and a belief in the fundamental spiritual equality of all human beings”.

Social Responsibility theory of mass media is relatively a new concept which started in the mid-20th century and is used mostly by developing and least developed countries.

The theory started from Europe and took a shape with the Commission on the Freedom of Press that happened in United States in 1949.

The model was designed formally by Siebert, Peterson and Schramm in 1956 in their book. It encourages freedom of press and no censorship, but it should be regulated according to social responsibilities and external controls.

Content is also filtered through public obligation and interference. Major Features of Social Responsibility Theory are:

• Private press ownership
• Helps democracy prosper
• Media as a democratic institution
• Public participation
• Emphasis on social responsibility
• Self-regulation in media
• Code of ethics
• Professional standards
• Media role of criticizing government
• Helping eradicate social problems
• Pluralistic media (including ideas and people from different groups)
• Social benefit

The perspective of Dominant Paradigm emerged from the concept of development to be “modernisation.” Evolved after the World War II, the central idea of this paradigm was to solve development problems by “modernising” underdeveloped countries. This thought was part of the dominant culture or we can say the majority at least believed this (capitalism and embracing modernity) to be answer to development issues. This approach advised the society, how to be effective in following the behaviour of the rich and influential or we can say pattern of the capitalist driven western economies. Development was equated with economic growth. The modernisation approach is to promote and support capitalist economic development.

In an extent the followers of this paradigm believe that the Western model of economic growth is universally applicable and persuaded people to adopt the modern technology (Melkote & Leslie, 2015).

Paulo Freire (2008) defined four major levels of dominant paradigm: Paulo Freire (2008) defined four major levels of dominant paradigm:

• Cultural level,
• Technocratic level,
• Political level,
• Economic level.

There are four universal functions of advertising that performs any advertising campaign:

• The economic function: The functions of advertising as an economic instrument is to promote the market relations of supply and demand, which is produced by providing a consumer audience information models made on the market offers.

• The social functions: The functions of advertising as a social practice is the formation and consolidation in the minds of certain consumer models, values and norms of the society.

• The marketing function: The functions of advertising as a marketing tool is creating demand for goods and services and stimulate their sales. Promotional activities in the system of market operations are regarded as a complex of means of non-price sales promotion of products and create demand for it.

• Education function: The functions of advertising as an education tool is to educate consumers about goods and services.