UGC NET/JRF EXAM, Mass Communication & Journalism, October-2022*

The newly formed communist party by Lenin shows much interest in the media which serves to the working class in the country and their welfares.

So the Soviet originates a theory from Marxist, Leninist and Stalinist thoughts, with mixture of Georg Wilhelm Friedrich Hegel ideology is called "Soviet Media Theory" is also known as "The Communist Media Theory".

The Frankfurt School is a school of social theory and critical philosophy associated with the Institute for Social Research, at Goethe University Frankfurt in 1929.

Founded in the Weimar Republic (1918-1933), during the European interwar period (1918-1939), the Frankfurt School initially comprised intellectuals,

academics, and political dissidents dissatisfied with the contemporary socio-economic systems (capitalist, fascist, communist) of the 1930s.

The Toronto School is a school of thought in communication theory and literary criticism, the principles of which were developed chiefly by scholars at the University of Toronto.

It is characterized by exploration of Ancient Greek literature and the theoretical view that communication systems create psychological and social states. The school originated from the works of Eric A.

Havelock and Harold Innis in the 1930s, and grew to prominence with the contributions of Edmund Snow Carpenter, Northrop Frye and Marshall McLuhan.

Normative theories were first proposed by Fred Siebert, Theodore Peterson and Wilbur Schramm in their book called "Four Theories of the Press".

At first the word "Normative Theory" was pronounced in USA during the height of 'cold war' with communism and soviet. Often it called as western theories of mass media.

Dependency theory evolved around 1950 as a reaction to some earlier theories of development. Dependency theory was popular in the 1960s and 1970s as a criticism of modernization theory.

The main propounders of dependency theory are: Prebisch, Singer, Paul Baran, Paul Sweezy, C. Furtado, F H Cardoso, Gunnar Myrdal, А Gunder Frank, Girvan, and Bill Warren.

Scientists search for answers to questions and solutions to problems by using a procedure called the scientific method.

This procedure consists of making observations, formulating hypotheses, and designing experiments, which in turn lead to additional observations, hypotheses, and experiments in repeated cycles.

The phrase was coined in the 1890s to describe the tactics employed in the furious competition between two New York City newspapers, the World and the Journal.

Joseph Pulitzer had purchased the New York World in 1883 and, using colourful, sensational reporting and crusades against political corruption and social injustice, had won the largest newspaper circulation in the country.

His supremacy was challenged in 1895 when William Randolph Hearst, the son of a California mining tycoon, moved into New York City and bought the rival Journal.

Hearst, who had already built the San Francisco Examiner into a hugely successful mass-circulation paper, soon made it plain that he intended to do the same in New York City by outdoing his competitors in sensationalism,

crusades, and Sunday features. He brought in some of his staff from San Francisco and hired some away from Pulitzer's paper, including Richard F.

Outcault, a cartoonist who had drawn an immensely popular comic picture series, The Yellow Kid, for the Sunday World. After Outcault's defection, the comic was drawn for the World by George B.

Luks, and the two rival picture series excited so much attention that the competition between the two newspapers came to be described as "yellow journalism."

This all-out rivalry and its accompanying promotion developed large circulations for both papers and affected American journalism in many cities.

The era of yellow journalism may be said to have ended shortly after the turn of the 20th century, with the World's gradual retirement from the competition in sensationalism.

Some techniques of the yellow journalism period, however, became more or less permanent and widespread, such as banner headlines, coloured comics, and copious illustration.

In other media, most notably television and the Internet, many of the sensationalist practices of yellow journalism became more commonplace.

the organization has relentlessly striven to maintain a record of the social, political and cultural imaginations and realities of the country on film.

It has actively worked in encouraging and promoting a culture of filmmaking in India that respects individual vision and social commitment.

It is the main film-medium organization of the government of India and is well equipped with trained film personnel, cameras, recording and editing facilities.

This infrastructure is put to use to assist in-house as well as freelance film makers and producers.

In its archives, the Films division of India holds more than 8000 titles including priceless INRs (Indian News Review), documentaries, short films and animations films.

This work, which follows in the tradition of J. Huizinga's Homo Ludens and that of the Hungarian psychiatrist T.S. Szasz, focuses upon the pleasurable aspects of communications rather than its information aspects.