course code title hrs/ wk marks credit semester i comm 09.pdf · course code title hrs/ wk marks...

Course Code Title Hrs/ Wk Marks Credit

SEMESTER ITheoryMCN 131 Communication & Media Theories 4 100 4MCN 132 Print Journalism 4 100 4MCN 133 Designing Principles and Visual Culture 4 100 4MCN 134 Radio 4 100 4Practical/WorkshopMCN 171 Scriptwriting 2 50 1MCN 172 Print and Radio Softwares 2 50 1MNC 173 Photography 2 50 1MCN 161 Internship – Print (4 Weeks) 50 1

SEMESTER II

TheoryMCN 231 Media Law and Ethics 4 100 4MCN 232 Introduction to Film Studies 4 100 4MCN 233 Advertising (IMC) 4 100 4MCN 234 Development Communication 4 100 4Practical/WorkshopMCN 271 Television Production 2 50 1MCN 272 CGMDesign 2 50 1MCN 273 Introduction to Theatre 2 50 1MCN 261 Internship - Voluntary Organization (4 Weeks) 50 1

SEMESTER IIITheoryMCN 331 Corp. Comm & Public Relations 4 100 4MCN 332 Global Media Communication 4 100 4MCN 333 New Media Communication 4 100 4MCN 334 Communication Research Methodology 4 100 4Practical/WorkshopMCN 371 Specialisations* and Paper Publication 2 50 1MCN 372 Computer Graphics Web Design 2 50 1MCN 373 Statistics and Software SPSS 2 50 1

SEMESTER IV

TheoryMCN 431 Media Management 4 100 4Practical/WorkshopMCN 481 Dissertation 4 100 4MCN 471 Media Analysis 2 50 1MCN 461 Industry Exposure and Project work 2 ½ months 100 4MCN 491 Comprehensive Viva voce 4 100 4

MS in COMUNICATION 1 | P a g e

SEMESTER I

MCN 131: COMMUNICATION AND MEDIA THEORIES 60Hrs

ObjectivesTo help students have theoretical understanding of Communication and media theories to aid communication related research To expose students to traditional and contemporary theories of communication Module I Defining meaning and scope of communication – Processes and functions of communication – Types of communication : Intra-personal, interpersonal and groups communication – Media, public and mass communication and its types – Non-verbal communication - Nature of communication - symbolic, social, individual processes. 10 Hrs

Module II Models of communication – HUB model – Models of Aristotle and Shannon and Weaver- David Berlo – Harold Lasswel – Charles Osgood – Wilber Schranm – Defleur – Gerbener – Newcomb – Models of media systems – Structure and functions of mass media – The media Systems paradigm – Mass media and the critical consumer – Typology of audiences. 15 HrsModule III Technological determinism - Normative media theories and society - Levels of communication – Communication flow models – Four theories of the press and beyond. - The two step model and multi-step flow models – Opinion leadership - New media and rise of information society- New media and new theories - Variables for evaluating the effectiveness of communication. 15 Hrs

Module IV Audience theory- Concept, mass to market - Types of audiences - Audience effects - Uses and gratifications - Cultivation theory - Individual differences theory - Four phases of media effects - Diffusion - Functional approach to mass communication theory - Agenda setting and public opinion - Knowledge gaps - Spiral of silence - Cultural theory in media research – Marxist theories – Neo-Marxist – Feminist – Political economy theory – Marshall McLuhan – Baudrillard :The consumer society – Castelles: The information society – Van Dijk : Cultural theory of communication 20 Hrs

BibliographyWood. Julia. T. Communication theories in action - An introduction. Wadsworth Publishing

Company. 1997. McQuai, Denis: Mass Communication theory. (III ed) - New Delhi Sage Publication, 2004Andal. N, Communication theories and Models,Himalaya Publishing House. 1998. Bangalore.Infante Dominic. Andrew S. Rancer. Deanna F. Womack : (III ed) Building Communication theory

Waveland press Inc. 1990.Sererin W and Tankard J. 2000. Communication Theories, New York, Longman.Theories of Communication – A Short Introduction, London, Sage Publication.Armand Mahelart & Michele Mahelart. 1998Stanly S Baran and Dennis K. Davis.. Mass Communication Theory: Foundations Ferment and

Future, Singapore Thomson Wads Worth, 1999Caporaso, J, and Levine D.. Theories of Political Economy, Cambridge University Press

Cambridge, 1992.


MCN 132: PRINT JOURNALISM 60 Hrs

Print is basic to other kinds of journalism. Print Journalism forms the basis for both writing and reporting skills. A good understanding of the facets of Print Journalism will help in broadcast, web and other emerging forms of journalism too.

ObjectivesTo help students know different styles of news writing.-Introduce them to essential concepts in newspaper reporting.-Ensure that they have a thorough understanding of jargons in Print.At the end of this paper, students should be able to find a space for themselves in mainstream journalismCourse ApproachStudents, along with regular lessons and assignments in class, will have to interact with journalists on field to learn lessons. Reading a variety of publications on a daily basis and participating in reporting and production of news in different management setups will help them gain an understanding of the practicalities of daily reporting.Module I –Reporting in Print Introduction, types of reporting, specializations, Indian print journalists, international newspapers, circulation, advertisements and marketing, parallel publications, magazine journalism, internship and training.Module II –Production in PrintSub editing, page layout, style sheet, selecting matter from news agencies, production of different types of pages, placing advertisements, printing and visual element. Module III –You need to knowContacts, deadlines, newspaper managements, work time, income, ethics, freelancers, legal aspects in reporting, breaking stories, vertical and horizontal career shifts and advertorials. Module IV -Current trendsCitizen Journalism, trial by Newspapers, newspaper as a product, newspaper mergers and takeovers, on-line threat to print journalism, threats faced by journalists, technological advances, FDI, new package formats and preparing for the future in print.

BibliographyBN Ahuja and SS Chhabra, Editing Conradc.Finr, Sports Writing Dapylr Mogn, Newspaper Layout and Design (for the editing) Donglas. A Anderson, News Writing and Reporting George A Hongh, News Writing Jitendra Kumaer Sharma, Ethics of Journalism in Transition Len Granate, Newspaper Feature Writing M K Joseph, Outline of Reporting M R Joseph, Outline Editing Manohar Puri, Art of Journalism Melvin Mencher, Basic News Writing (third edition) MK Joseph, Basic Source Material for News Writing MN Sfein and Susan F Paterno, The News Writers Handbook Muniruddin, History of Journalism Nayyar Shamit, Journalism Editing


S Kundra ,Reporting Methods Seema Sharma, Development of JournalismShahzad Ahma, Journalism and PressShyam Nath, News, Audiences and Everyday Life Suhas Charvarty, News Reporting and Editing on Over View MCN133: AESTHETIC, DESIGN PRINCIPLE AND VISUAL CULTURE 60hrs

ObjectivesThe subject is introduced to learn the principles of graphic design and understand the process of conceptualization and visualization of idea in graphic form. It also helps to understand the fundamental knowledge in Indian and western aesthetics studies. It introduces the basic applications of designing principles in the day today life and industry.

Module IIntroduction to aestheticsImportant Concepts and DefinitionsIndian and Western AestheticsAesthetics in Day today life

Module IIAesthetics in MediaPainting and colour: Principles of DesignProcess of DesignElements of designFunctions of design

Module IIIVisual Thinking and Creativity in designPrinciples of ColourMeaning of colourHuman understanding art Designing fundamentals in publicationsLayout designsDesign Analysis in Newspaper, Advertisement, Photography and FilmPackage Designing

Module IVConcept of Visual and CultureImportance of Visual Culture in Media studiesTheories in Cultural StudiesVisual culture and mediaFine Art – Photography – Film – Television - New Media

BibliographyArthur, Asa Berger. Media Analysis Techniques. New Delhi: Sage Publications, 1976.Berger John. Ways of Seeing. London: BBC,1972


Berger, Arthur Asa. Media Analysis Techniques. San Francisco: Sage Publication, 2005.Gillian, Rose. Visual Methodologies. New Delhi: Sage Publications, 2001Howells, Richard. Visual Culture. Cambridge: Polity Press, 2005.Mirzoeff, F. An Introduction to Visual Culture, London: Routledge.Peter Bridgewater. An Introduction to Graphic Design.New Jersey: Chartwell Books. 1987.Russell, N Baird. The Graphic Communication. London: Holt Rinehart and Winston. 1987Tony Thwaites and Lloyd Davis. Introducing Cultural and Meida Studies. London: Paalgrave,

2002.Walker, John. Visual Culture. New York: Manchester University Press. 1997Wendell, C, Crow. Communication Graphics. New Jersey: Prentice Hall. 1986

MCN 134: RADIO 60 HrsRadio is a powerful medium. The popularity of radio is evident in the emergence of so many FM stations. In such a scenario this paper will introduce the students to the basic writing principles in audio. Introduction to commercials, news and sports, talk shows, music, variety, and comedy programs; educational, corporate, and children’s programs; emphasis on narrative and non-narrative storytelling, criticism and revision. • Fundamentals of Communicating through the Electronic media. • The Nature of Broadcast News, Narration Music Announcing and Sports Performance. • Techniques of Writing Simple but Polished News Stories. • Voice and Articulation Improvement. • Interviewing Techniques. • Production Practices. Description of Equipment, Studio Dynamics.

Module IIntroduction to Radio Broadcasting: Growth of radio as broadcast medium; Development of radio in India – Present status; Radio as medium of communication; Broadcasting formatsMarket Vs Public Sphere; model communication policy in India; Discourse on Privatisation of Radio Broadcasting; Cable regulation; Satellite radio; CommModuley radioModule IIWriting for Radio: Elements of spoken word; Conceptual process; Production Techniques for Radio; Principles of Script Writing; Types of Scripts; Script Formats; Creativity in Scripting and Editing for Radio; Radio CommentaryModule IIITypes of programmes: Production, Talks, Interviews, Discussions, Drama, Features, News, Special Audience Programmes, Sports Module IVRadio production: Techniques of handling various sound equipments; Studio and Outdoor broadcast; Digital Technologies; Creating Audio special effects; Audience Research

BibliographyAgarwal, Vir Bala and V. S. Gupta Handbook of Journalism and Mass Communication.Concept Pub. Co. New Delhi. 2001De Jonge, Fay A.C, Hakemulder and others. Radio and Television Journalism. Delhi. AnmolHyde, Stuart W. Television and radio Announcing. New Delhi. Kanishka Publications. 1998.New Delhi. 1994Parthasarathy, Rangaswami. Here is the News! Reporting for the Media. Sterling Publications.Publications. 1998.


Srampickal, Jacob,Communication and Media in India Today. Media House. New Delhi. 1998.White,Ted,Broadcast News Writing, Reporting, and Producing. 2nd ed., Boston., Focal Press, 1996.

MCN 171: SCRIPTING FOR BROADCAST 30 Hrs

Scripting for television and films is a challenging task as it involves a huge canvas and a larger than life presence in the psyche of the audience. Hence, the writer has to be a critical reader of the socio-cultural, political elements of the audience. The critical ability of the writer will allow him to have deeper insight into the dynamics of the society. The scripts emerging from this awareness will have an impact on the audience. The workshop will concentrate on writing sensitive scripts for television and films.

Objectives • To understand the dynamics of a society• To recognize the issues in a film• To watch a film focusing on the script• To be able to write a synopsis for a television serial • To write a script for a movie

Paper Content Format of a film script-Synopsis of a television serial -Analyzing a film script while watching the movie-Watching films and television serial – analysis of Pride and Prejudice – text, movie, television serialTesting PatternAnalyzing a script for the issues -Adopting a novella/novel as a synopsis for a television serial-Adopting a novella/novel as a script for a 20 minute film

MCN172 SOFTWARE FOR PRINT AND RADIO 30 Hrs

Module I-Print-Introduction to Adobe PhotoshopIntroduction Introduction to Photoshop, Bitmap and Vector Images, Understanding Image Size and Resolution, Photoshop Menus, Palettes, Color Theory, Photoshop color Modes, Photoshop Tools.Image size, Selection, Grid and GuidesModifying Image Size, Resolution, Marquee, Lasso, Magic Wand, Selection Tools, Selecting, Saving , Crop tool , Coping Selection And Image, Grid and Guide Options.Masks, Channel , Painting and editing Working with quick masks, Painting (Brush and its effects ), Blending Modes, Color palettes Editing( Background , Color, Touchup , Cleanup), Layers The layer Palette, Changing and controlling layer order, Editing layers, Adjustment layers, Layer Effects Filters , Actions , Automation Extract , Filter Gallery , Liquefy , Pattern making , Vanishing point , Built in Bitmap Filters , 3rd

party Plug-ins, Using predefined Actions, Creating and Recording Actions. Using built in automation.


Preparing Image For Print and Web Calculating Image size and Resolution , Changing Image Dimensions, Layout Preview, Color Separation , Optimizing Images for Web, File Formats.

Introduction Adobe PageMaker, IndesignIntroduction Introduction to PageMaker, Understanding the need of Layout, Prepress work, Print process. File formats, Supported file formats.Work AreaUnderstanding Toolbox, Working with palettes, Viewing pages, working with text and graphics, Moving between pages, adding and deleting pages, working with multiple open publications, Setting defaults and preferences.Publication Handling Creating and opening publications , setting up pages , document setup, creating master pages, using guides, layout adjustments, working with non-printing guides.Text Formatting & Graphics and Text objectsTracking, Kerning, aligning, letter spacing, leading line breaks and fine tuning characters. Drawing and editing lines and shapes , frames , grouping , locking, masking objects, transforming objects, Indexes, Contents and Pagination Publication into books, numbering pages , indexing , index entries, about topic levels , generating index.Importing and Exporting , SavingImpoting texts,PDF,Spreadsheets,Photo, clipart, Images from other softwares (Illustrator, Coreldraw, Photoshop ).

Module II-RadioIntroduction to Audio Editing Software (SOUND FORGE, COOLEDIT PRO)Introduction to Soundforge, Interface, Fundamentals of SMPTE , AM , FM , Analog and digital sound, Toolbars, Data Window, Opening, Playing, Making Selection, Saving. Common edit operations, Zooming, Recoding , Editing , Mixing Recoding sound from different sources, editing recorded sound, copy, Crossfade, mixing, Saving recorded sound in different formats.Advanced Audio Editing Using regions, Using Markers, Selection points, Drag and drop operations, Editing Stereo files, Converting Mono and Stereo Converting between 16-bit to 8-bit , changing file formats.EffectsSpecial Menu, Process Menu, Effects Menu, removing noise, Changing pitch, Altering wavelength and speed, Normalization, tone effects.File formatsStreaming audio, Saving in WAV, MP3, Au, and so on Working with AVI,

Bibliography Adobe Photoshop Cs3 – Class room in a Book – Adobe Press Adobe Photoshop Cs3 Bible Carolyn M. Connally, PageMaker 7 : The Complete Reference Sound forge 6 Power - Scott R GarrigusTed Alspach, PageMaker 7 for Windows – Visual Quickstart Guide


MCN173 PHOTOGRAPHY 30 Hrs

History of photographyA brief history on the beginning of photography and photography through the ages.

Introduction to SLR cameras The students are introduced to the workings and structure of an analog camera and Digital Camera. Shutter speed and Aperture: Teaching of the technical part of photography.Details of Photo film - And difference between color and Black and white: Practical: Duration 10 hours.Giving students the opportModuley to work with a camera in an open environment Light-The understanding of light in photography is the of being a good photographer and hence an important point to learn.

Discussions of PhotosDiscussing the works of other and also of the students it self is very important to learn how to receive criticism for self improvement Different kinds of film & equipment for photography-It is important for a photographer to know his equipment to aid them in his workVideography: - After a basic knowledge of theory the students will be allowed to explore the correct techniques that go behind photography through field trips (outdoor). After each field trip the students will have to submit their pictures for a discussion.

MCN 161: INTERNSHIP –PRINT 4weeks

At the end of the internship every student will submit a 30-40 page (A4 size) report on the internship, with appendix of the letter of evaluation/ appreciation and all the tasks and write ups done by him or her. The write-up will be submitted within a month after the completion of the internship.Evaluation: The write-up will be scrutinized by the Chair (HOD/Coordinator) and an internal staff with the report from the concerned organization/ institution treated as external expert.


SEMESTER II

MCN 231: INTRODUCTION TO LAW, ECONOMICS, AND POLITICS IN MEDIA 60 Hrs

ObjectiveThe complete paper is meant to introduce a media student to legal, social and political aspects involved in media. I, II modules (50%) of the syllabus is dedicated to the learning of fundamental ethics and law related to media. The III, IV modules of the syllabus is aimed to sensitise the students about the presence of different regional, political, social, cultural elements that are very much involved in media. Many examples are analysed and studied with an integral understanding of law, Economics and politics

Module IIntroduction to Media law: Definitions of law by legal theorists - The different sources of law - The various branches of law - Constitutional Law - Legal System and Procedures

The Legal Regime Concerning the Media in India: Press Commissions-Press Council Act 1978-Prasar Bharati Act 1990-Information Technology Act 2000-Prasar Bharati Board

Specific Legal Issues Relevant to the Media: Defamation/Libel (both under the Law of Torts and Criminal Law)-Censorship (including constitution of the Censor Board, etc.)-Copyright (including under the new digital online data sharing/downloading/ buying technologies available today)-Obscenity - Contempt of Court - Parliamentary Privileges - Right to Information (especially under the Right to Information Act)

Module IILaws Concerning the Media in India : Press and Registration of Books Act 1867 - Indian Post Office Act 1898 - Indian Telegraph Act 1885 - Parliamentary Proceedings (Protection of Publication) Act 1956 - Sedition - Delivery of Books and Newspapers (Price & Page) Act 1954 - Customs Act 1962 - Representation of the People Act 1951- Civil Defense Act 1968 - Criminal Procedure Code 1973 - Young Persons (Harmful Publications) Act 1956 - Police (Incitement to Disaffection) Act 1922 - Indecent Representation of Women (Prohibition) Act 1986 - Children Act 1960 - Drugs and Magic Remedies (Objectionable Advertisements) Act 1954 - Dramatic Performances Act 1876 - Official Secrets Act 1923- Contempt of Court Act 1971- Working Journalists and other Newspaper Employees (Conditions of Service) and Miscellaneous Provisions Act 1955 - Working Journalists (Fixations of Rates and Wages) Act 1958. Self-Regulation of Media Organisations & Conclusion: The case/occasion for self-regulation of media organisations - Broadcasting code - Code of conduct for various other media - Video piracy - Censorship - Cyber laws

Module III Political Aspects of Media : Mahatma Gandhi’s murder; Emergency; Terrorism – Kashmir, Punjab, LTTE; Naxalite movement – Andhra Pradesh, Karnataka, Assam; Chipko Movement; River Disputes; Language Issues – Hindi as national language, formation of independent South Indian states; Ram Janmabhoomi issue; Mandal Commission; Godhra; Liberalisation; coalition


politics at the National and State level; Wars, Uniform Civil Code, Atrocities against Dalits - Haryana

Module IVSocial Issues: Mothers of Manipur – Irom Sharmila; Chandragutti and Savadatti; Hartals in Kerala; Vaikom Movement; Caste and Temples - Entry of women into the temples – Shabrimala, Guruvayur temples; Changing Dynamics of Immigration - Gulf (Kerala), Braindrain – USA and Europe; Literacy Movements – Kerala, Karnataka; Influence of Periyar, Raita Movement in Karnataka, Shabano case; Weddings

BibliographyBlumer J.G. 1992. Television and the Public Interest, London Sage Publication. Brain McNair. An Introduction to Political Communication –D.D Basu. 2002. Law of the Press, New Delhi Prentice Hall.K.S. Venkateshwaran. 1993. Mass Media Laws and Regulations in India, Singapore AMIC.Media Ethics and Laws –By Jan R Hakemulder, Fay A.C. de Jonge, PP Singh Philip Seib and Kathy Fitzpatrick, 2000. Journalism Ethics, New York Harcourt Brace College Publishers

MCN 232: FILM STUDIES 60 Hrs

Course Objectives- This paper is introduced by giving some background information on the beginning of the medium ‘cinema’ and major trends in cinema-making. It gives some basic information on Third World and Indian cinema in regional languages.

Module IEarly cinema (1893 -1903), Film form and film history, Development of classical Hollywood cinema (1903 -1927), German ex-pressionism (1919 – 1924), French Impressionism and Surrealism (1917-1930), Soviet Montage (1924-1930), The classical Hollywood cinema (after sound), Italian neo realism (1942-1951), The French New Wave (1959-1964), Japanese cinema, Indian Films (Hindi, Tamil and other language), Cinema in the Third World, Contemporary trends.Module IIContexts in film understanding – Social, political, economic and technological; Type of cinema: mainstream, parallel, film noir, avant-gardes films.Planning, concept, pre-production, story development, scripting screen play, budgeting, casting, locations, financing, production, shooting, direction and graphics and final mixing, distribution and exhibition.Module IIIMise-en-scene – realism, power of mise-en-scent, aspects of, space and time, narrative functions of mise-en-scent, cinematographic properties, the photographic image, framing duration of the image, montage and long take. Editing – dimensions of film edition, continuity editing, alternative to continuity editing. Sound – the powers of sound, fundamentals of film sound, dimensions of film sound, functions of film sound.Module IVFilms Division, Indian Newsreels, NFDC, National Film Archives, Children’s Film Society, Censor Board of Film Certification (CBFC), Film and Television Institute of India (FTII), National School of Drama (NSD)


BibliographyBoggs, Joseph, The Art of Watching Films.Jain, Films and Feminism, Rawat Publications.Jain, Jasbir & Sudha Rai, Films & Feminism, Rawat Publications, 2002Kumar, Keval J., Introduction to Mass Communication in India, Mumbai, Jaico Publishing, 2003Livingston, Don, Film and the DirectorMonaco, James, How to Read Film.Persson, Per, Understanding Cinema, Cambridge University Press, 2003.Ray, Satyajit, Our Films and their Films

MCN 233: ADVERTISING (an IMC perspective) 60 Hrs

Objective: IMC gives a sound theoretical concept with strong emphasis on the practical component of advertisement and promotion. It introduces the students to the concepts of integrated marketing communication, and its major toots, techniques and media, with a special focus on advertising. The subject serves the needs of both – those who are inclined towards the managerial aspects of communication, as well as those who are interested in mastering the creative aspects.

Module I:

Understanding Integrated Marketing Communications1. An Introduction to Integrated Marketing Communications2. IMC as an Integral Part of Marketing Strategy

The IMC Program Situational Analysis3. Understanding Consumer Behaviour4. Understanding the Communications Process5. Structure of the Advertising & Promotions World

Module II: Advertising6. Research: A Strategic Advertising Tool7. Advertising Strategy8. Finding the Big Idea9. Creative Execution in Advertising10. Creative Execution and Design in Print11. Creative Execution on Radio12. Creative Execution on Television13. Creative Execution Online

Module III: Other Promotion Tools14. Sales Promotion15. Direct Marketing16. Public Relations, Publicity and Corporate Advertising17. Unconventional Promotional Media


Module IV: Media Planning and Strategy18. Print Media19. Broadcast Media20. Out of Home Media21. Developing the Media Plan

Budgets, Objectives and Evaluation22. Promotion Objectives and Budget Determination23. Measuring IMC Performance24. The Legal, Ethical and Economic Environments of Promotions

Bibliography Chunawalla, Sethia, Foundations of Advertising theory and Practice.David Ogilvy (Edt). 2000. Ogilvy on advertising. London Prion Books Ltd.Larry Percy (Edt). 2002. Strategic Advertisement Management. Europe Prentice Hall ISBN.Meena Pandey, (Edt). 1989. Foundation of Advertising Theory and Practice, Bombay Himalaya Publishing house.Otto Kleppner, Advertising procedure. Philip Kotler: Marketing Management, William Stanton and others; Fundamental Marketing.Scissors, Lincoln, Advertising Media Planning.Sean Brierly, The Advertising HandbookShah, Kruti. Advertisng & Promotions an IMC perspective. Delhi: 2008. MsGraw-Hill Publication William F Arens (Edt). 2000. Contemporary Advertisement. USA Times Mirror Education Group.

MCN234: COMMUNICATION FOR DEVELOPMENT 60Hrs

ObjectiveTo understand the nature and potential of communication for holistic social development.

Module IIntroduction - Concept of Development - Definitions of Development -Philosophy of Development of Communication - Problems of Underdevelopment - Reasons for Development Communication - Characteristics of - Development communication - Guiding Principles - Communication in Indian Society Module IITheories and Models of Communication for DevelopmentWestern Theories: Daniel Lerner, Everett M. Rogers, Wilbur SchrammIndian Theories:Module IIIComponents of Communication for Development - Role of Media in Development - The Mass Media - Interpersonal Communication - Folk/Traditional Media - Electronic media -Social Marketing – Social Advertising - Social Activists - People’s Media/ Alternative Communication and Functioning Module IVCase studies - Environmental Issues: Population , Status of Women, Developmental issues in Current Media - Designing Development communication programmes and Projects - Research approaches in Development Communication


BibliographyChauhan, Meenakshi R. Advertising- The social Ad Changes. New Delhi: Ammol Publications Pvt Ltd. 1995Desmond A, D’Albero. Voice to the People. Chennai: Culture and Communication, 1990. Mathur, Kanwar, B. Communication for Development and Social Change. New Delhi: Allied Publications Ltd, 1994Melkote, Srinivas and Steeves Leslie. Communicaiton for Development in the Third World. New Delhi: Sage Publication, 2001.Mefalopulos Paolo. Development Communication Resoure Book. New York: 2008. World Bank

MCN 271: TELEVISION STUDIES (Production) 30 Hrs

Course Objectives: This paper would provide students hands-on skills in planning, scripting and producing studio programmes for television medium. At the end of the course, to produce a film of about 7-12 minutes individually or in groups. It will help students learn the skills of production and studio management for broadcasting. It will also introduce multi-camera production.

Module IGeneral introduction to production practices in broadcast media, television, and multi-camera production. Camera Operations, types of camera; principles of lighting, basic lighting, studio and portable lighting instruments, lighting accessories. Television programmes: production planning, writing TV scripts, shooting scripts, producing news, news writing and reporting designing newscast and anchoring.Module IISound: the basics of sound, elements of sound, frequency, amplitude, microphones, patterns of microphones, types of microphones – hand-held, studio, mounted, headset, shotgun.Module IIIVideo production studio, studio control room, master control; set design: make-up: technical requirements, clothing and texture, colour and materials.Module IVLinear and non-linear editing, linear editing systems, non-linear editing systems, off-line editing procedures, on-line editing procedures, continuity editing and complexity editing.Outdoor shooting, Multi-camera production. Post-production tasks. Introduction to Non Linear Editing (NLE)- Adobe Premiere Pro, Final Cut ProIntroduction Introduction to Adobe Premiere Pro : Basic concept, Various windows, Importing video clip, Organizing clips using bins, creating a rough cut , Timeline window tools, Trimming clips.Starting a project Starting a project, removing unused clips from project, naming , finding and deleting items, working with palettesCapturing the video Getting source material for a project, connecting video source, preparing for analog and DV capture, recording or replacing timecode (DV only) , capturing clips with & without device control, batch capturing video.Editing Video, Transition


Monitor window and timeline window , editing In and Out points, using markers, editing clips, creating counting leader. Introduction, Transition palette, Creating Transitions, Replacing transitions, Changing transition settings.Audio and Audio Filters Audio processing, adjusting fade and Cross Fade, Fades in timeline, Audio mixer window, Non-linear fades, Muting and swapping channels in a stereo clip, viewing audio clips.Titling in Premiere Creating a new title, setting up the title window, rolling and crawling text , graphic object, adding shadow, color, transparency and gradients, using title presets.Superimposing and Compositing , Animating a clipTransparency, Video fade control, using keys to superimpose and create composites, superimposing two or more clips, adding a background matte, creating garbage mattes, creating split screens.Moving a clip across the frame , rotating zooming , delaying and distorting, controlling motion effects, alpha channel and color options, motion settings.Applying EffectsUnderstanding keyframes, applying and controlling effects, audio effects included with premiere , obsolete effects, Final Video – For TV, WEB Rendering , Rendering Techniques, encore DVD , Export technique, exporting a video, file types, exporting video for WEB, exporting still images , sequences, Batch processing , Printing to videotapes.

BibliographyAdobe Premiere Pro Cs3 Classroom in a book Adobe Press by HardcoverAdobe Premier Pro 2 Bible – Adele DroblasBernard Wilkie. (Edt). 2006. Creating Special Effects Fore T.V. and Video, Singapore Focal Press.Gerald Millerson, (Edt). 2000. Effective Linghting For Video, Singapore Focal Press.Gerald Millerson, (Edt).2000. Video Camera Technologies, Singapore Focal PressGlyn Alkin. (Edt). 2006. Sound Recording And Reproduction, Singapore Focal Press.Millerson, (Edt). 2000. Lighting For Video, Singapore Focal Press. Mitch Mitchel, Visual. 2004. Effects & for Film Television. Singapore Focal PressPartic Morris, (Edt). 2000. Nonlinear Editing. Singapore Focal Press.Peter Ward, (Edt). 2003. T.V Technical Operations, Singapore Focal Press.Peter Ward, (Edt). 2005. Studio and Outside Broadcast Camerawork, Singapore Focal Press. Robert L Hartwig (Edt), 2004. Basic T.V Technology, Singapore Focal Press.Rod Fainweather, (Edt). 2002 Basic Studio Directing, Singapore Focal Press. Roger Laycock. 1999. Audio Techniques For Television Production, Singapore Focal PressSrivastava, H.O. Broadcast Technology, Gyan Publishing House, 2000.Tony Grant, (Edt). 2000. Audio For Single Camera Operation, Singapore Focal Press.Volverton, Mike, How to Make documentaries for Video, Radio and Film, Surjeet Publications.White, Ted, Broadcast News Writing, Reporting and Production.Zettle, Herbert, Television Production Handbook, Wadsworth.


MCN272: COMPUTER GRAPHIC MEDIA DESIGN 30 Hrs

Objectives: This practical paper gives the students hands-on experience in various media based design.

• Magazine design• Advertising design concepts and practical• Concept of Corporate Manual and practical exposure

Evaluation: Each project is evaluated based on the theoretical knowledge and practical application. The student has to choose his/her a live project which is related to any organisation or corporation or product.

MCN273: INTRODUCTION TO THEATRE 30 Hrs

Module I1.Forms/Style of theatre-Intimate theatre, Proscenium Theatre, Street theatre, Puppet theatre, Theatre-in-the round, Folk theatre2.Working in groups-Leading, Following, Exploring group dynamics, Working in groups, Pairs, Solo’s3.Script Writing-Ideation, Conflict, One act, Two act, Three act, Fact/Fiction4.Direction-Conception, Design, Interpretation, Understanding actor capabilities, Leadership5.Stage Management-Managing human resources, Managing finance, Time schedules, Achieving objectives as per deadlines6.Rehearsal schedule-Creating schedules as per group dynamics, daily, weekly, monthly plan, achieving set objectives within rehearsals7.Set design-Space dynamics, directors vision, number or performances, durability, realistic, symbolic, box, curtain.

15 HrsModule II 8. Props-Designing, handling, how to make entry/exit, realistic/symbolic9. Blocking-Actor movement - Solo, group, paired, with props, with sets10. Acting-Characterization, mind, body, voice, method acting, Improvisation11. Costumes-Colours, texture, fabric, period costume/symbolic/realistic, design12. Lighting-Equipment, effects, design, colour compositions, 13. Sound/Music -Instruments, Voice, Equipment, Singing 14. Watching plays-Report of three different types of plays

MCN 261: INTERNSHIP – VOLUNTARY ORGANIZATION 4 Weeks

Objectives: At the end of the internship every student will submit a 10 page (A4 size) report on the internship, with appendix of the letter of evaluation/ appreciation and all the tasks and write ups done by him or her. The write-up will be submitted within a month after the completion of the internship.


Evaluation: The write-up will be scrutinized by the Chair (HOD) and an internal staff with the report from the concerned organization/ institution treated as external expert.

SEMESTER III

MCN 331 PUBLIC RELATIONS AND CORPORATE COMMUNICTIONS 60 Hrs

Course description: Public Relations is one of the fastest emerging fields of professional employment in Corporate businesses, Government organizations and other Institutions. The professionals in this field are seen as communication specialists who manage the client’s image.Course Objectives This Course addresses the need to impart students with a blend of theoretical concepts and processes that guide the practise with issues/trends in contemporary Public Relations and corporate communications to instil professional competency at entry and middle level responsibilities as a Public Relations Practitioner. Objective: This Course addresses the need to impart students with a blend of theoretical concepts and processes that guide the practise with issues/trends in contemporary Public Relations, to instill professional competency at entry and middle level responsibilities as a Public Relations Practitioner

Module 1 : An Introduction to Public Relations

The basic concepts of Public Relations will be discussed as a tool of Marketing Communication

Level of Knowledge - basic knowledge

Concepts, Evolution and scope of PR. PR as distinguished from Marketing, Sales Promotion and Advertising. Relevance in the Integrated Marketing Communication. Relevance of PR to different organizations, Organization and Structure of PR Agency, Client -Agency Relationship.

Strategic Thinking

To understand the process involved for an effective PR campaign

Level of Knowledge -

Theoretical concepts in the context of PR, Research in PR, Importance of Market Research in PR, Strategic Thinking and Planning in Public Relations – Problem Statement, Situation Analysis, Target Public, PR Program Management and Implementation.

Module 2 : PR tools

The different techniques and tools involved to achieve the campaign objectives

Media relation tools of PR, Techniques for effective PR Communication, Writing for News Release, Reports, Presentation Skills, Use of New Media Technologies, Models and Criteria for


Public Relations, Programme Evaluation, Interpreting and using Results of Evaluation. PR Ethics and Regulations.

Module 3 : Corporate Communication

An introduction to corporate communication and its importance in marketing communication process.

Level of Knowledge – working knowledge

PR and Corporate Communication, Role of Corporate Communication in Social Responsibility, Reputation Management, Crisis Management, Corporate Communication in Investment Relations, Employee Relations, Consumer Relations. Public Relations campaign plan related to a specific issue.

Module 4 : Event Management

Evolution of event management - function, impact and relevance in Integrated marketing communication, role of event management in different context of organizational needs, Types of conventional promotional events- Meetings, Conventions, exposition, Event management agency structure & functioning, pitch for account. Event management as focused marketing- Meetings, Conventions, expositions business role, event planning process-Goal setting, setting objective, identifying target group, situation analysis, planning strategies, Process of meeting & convention management.Target group perception process in the marketing of event experiences, evaluation and measurement of an event towards achievement of event objective, pre and post research of event campaign, event sponsorship-sponsor association, corporate sponsoring and operate shows- Religious group, Theatre & Art organization, Social organization. Event budgeting, event logistics, event design. Venue management- Types of host facilities, convention & conference centre, trade shows, Show management. Event objective, brief, development of event concepts and thematic content, presentation style- designing the programme, event coordination- show organizing, show producing. Use of new media technologies- Video conferencing, computer& LCD, Internet in event production, Team management- Meeting planners, types- corporate, Independent, Government, Responsibilities of planners, pre & post meeting, evaluation, negotiating steps. Exercise towards Event promotion & marketing in relation to Tourism industry /event creation workshop.

BibliographyAllen H Centre (Edt).2003. Public Relations Practices, New Delhi Prentice Hall Inc of India.Avrich, Barry, Event and entertainment marketing, Vikas Publications, New Delhi, Edn 1994.Donald Treadwel 2004 Public Relations Writing, New Delhi, Sage PublicationsFiona Campbell, Alison Robinson, Sally Brown, Phil Race, Essential Tips for Organizing Conferences and Events.Gaur Sanjay Singh, Event Marketing and Management, Vikas Publications, New Delhi, Edn 2000.Joann Keyton. 2004. Communicating in groups – Building Relationships for Group Effectiveness Oxford University Press Otis Baskin & Craig Aronoff (Eds). 2000. Public Relation. The Profession & The Practice, U.S.A Times Mirror Co.


Philip Lesly (Rdt). 2000. Handbook of Public Relations and Communication. New Delhi, JBS PublishersPill Quirke (Edt). 1986. Communication & Public Relations Columbus Ohio Merril, Pylee MV 2004. Industrial Relations and Presonnel Management, New Delhi, Vikas publishers Rene A Henry (Edt). 2001. Marketing Public Relations New Delhi, Oxford University Press. Rene A Henry (Edt).2000. Marketing Public Relation. New Delhi, Suraj Publications Sam Black, How to plan exhibition and Conferences from A to Z, Universal Bookstall, 1996.Sandra K Strick, Meetings,Conventions and Exposition an introduction to the Industry-Rhonda Montgomery.Scott M Cutlip (Edt). 2000. person and Education, vt Ltd. New Delhi Indian Branch. Singh JK 2004. Media and Public Relations New Delhi, APH Publishers. Stephen P Banks 2004. Multi Cultural Public Relations, New Delhi, Suraj Publications. Venkataratnam (Edt). 2003. Industrial Relations, New Delhi Oxford University Press.

MCN 332: GLOBAL MEDIA AND COMMUNICATION 60 Hrs

Course Description:This paper would introduce the students to the global dimensions of communication and media. The global perspective will enable students to develop wider understanding of the subject and enhance critical thinking of the various aspects of media such as global news coverage, monopoly, entertainment, domination of message and meaning.Course Objectives:Besides making an attempt to help students to become conscious of the global networks in media communication the paper will help students to be thorough with the following:• -information and communication technological revolution• -its appropriation in all branches of mass media, in media conglomerates and global news

coverage the monopoly of media

Module IIntroduction: Growth of communication in the global political, social and economic spheres; importance of communication as a development tool, its importance in the modern society; international economic communication, communication as an economic tool in the global scenario, economic communication of world nation-states and their influence in global politics.Emergence and use of new media in the modern society: The changing face of the traditional media like print, radio and television in interaction with the new media, media convergence – its importance in the modern society; information technology, different phases of world society – agricultural, industrial, postindustrial and information era; information technology’s impact on modern society and on global politics.Module II Role of international political communication in society – political communication in the cold war era – use of media by the world nations – US, USSR and the Third World nations.International Strategic communication: its importance in global politics, Strategic communication as a means of global communication; the changing face of global wars with high technology systems.Module IIITrans-national ownership and its emergence, its impact on global communication, the rold of media moguls on international politics, direct to home services, direct broadcasting services, impact and effects of television flows. Information flows and its effects.


Communication imbalance between First and third World nations, MacBride Commission Report, news agencies and news flows; distortion of contents, crises of cultural identity and cultural alienation.

Module IVGlobal telecommunication policy: Global entertainment industry – Hollywood’s influence on global politics: movies as a propaganda tool, global advertising and the global advertising flows. Knowledge affluence and information hunger; role of international organizations – UN’s role inglobal communication, role of UNESCO, UNICEF, WHO & NAM.

BibliographyBrass, Paul R, Ethnicity & Nationalism, New Dellhi: Sage Publications, 1991.Isin, Engin F., Democracy, Citizenship and the Global City, London: Routeledge, 2000MacBride, Sean, Many Voices, One World, Oxford &IBH, 1982.Wenger & Zimmermann, International Relations, New York: Wadsworth Publications, 2004.

MCN 333-NEW MEDIA COMMUNICATION 60 Hrs

In the world of corporate globalization, media that can be made or used with the help of computer plays an important role in interacting with the audience in the digital form. This latest communication technology is most important for students, both because they are the biggest players and the decision makers for the future of New Media -A field in which the medium is becoming the message.Objectives: To introduce students to personal and participatory media-To expose students to the socio-cultural and political dimension of new media -To help students acquire conceptual, linguistics and visual skills required for new media communication Course ApproachOnline exposure through web presentations, power point tools and multimedia presentations will equip students with the required update in technology. They will also have to represent themselves through creative presentations like pop-up captions, contextual advertising, content contribution to websites and New Media art.

Module I –Introduction Understanding new media- Difference between new media and old media- Rise of Internet - Globalisation of communication - Liberalizing political controls on media - Virtual space or cyber space – Digital democracy – Digital divide – Influence of new media on politics, economy and societies - Cyberjournalism – E-newspaper – Internet TV – Internet radio- Wiki – New media terminologies - Cyberculture Module II –Blogs : Difference between blogs and websites - Origin of blogs - Power of blogs - Blogs as personalized journalism - Effect of blogs on political and social events - Famous bloggers - Capitalization of blogs - Misuse of blogs - Blog as mass media - Blogs as watchdogs - Blog as a parasitic medium on the Internet - Categorization of blogs - Blogs as virtual libraries of intellect - Corporate blogging – Blogging as internal communication - Social network services and blogs.


Mobile Phones: Introduction to SMS text - Linguistics in SMS text - Use of emoticons - SMS grammar - Graphitic representation of texts - Picture messages - Coding in SMS text -Rise of mobile phone captured films and pictures - MMS benefits and controversies - Questions on privacy and legality - Advertising using SMS - Internet accessibility on the mobile phone - iPods: functions and potentials - Convergence and mobile technology.

Module III –New Media and BusinessConsumer societies and new media - E–commerce, trading, booking, management extensions - Video conferencing, Travel booking and hotel business - Online shopping - Customer care - Online forms and reply - E-governance: potentials and criticism. – YouTube - Podcasting - Hypertext fiction - Email- Viral marketing - Chat – Interactive CD ROMs -Module IV – Writing and Design for online medium Interactivity in new media- Interactivity from Content – Linear writing v. interactive writing – Writing in interactive media- Grammar of interactivity – Choosing interactive content – User’s grammar – Writers grammar – Computer v. TV screen – Interactive story telling – CD ROM v online – Writing and World Wide Web - Writing for online portals, e-newspapers, journals – E-content writing, Language, presentation - Content for digital technology.Conceptualising websites - Web layout - Aesthetics for online portals: design, layout, colour, graphics and visual information - Product oriented communication –– Visual design – Instructional design Note: The students need to be trained in the basics of HTML, FrontPage, Photoshop, and Flash. These are expected to be taught in the workshops. To ensure students learn these applications and programmes, classroom projects should be given as part of CIA.

Practical:Students should develop individual websites with journalistic content with self-written text and their own visuals (self-clicked photographs etc). This should form 25% of assessment. Students should be assessed on layout, content and presentation and more importantly their communicative value. This can also be a group project with maximum of three students per group. Students should be given a project to launch using only the new media. 25% of the assessment should be based on that. Assessment of both these student works should be done people from the industry.

BibliographyBob Dematteis, Andy Gibbs Michael Neustel (Eds).2004. The Patent Writer; How to write Successful Patent Applications, London Square One Publishers.

Bonime, Andrew, and Ken C Pohlmann. Writing for New Media. New York: John Wiley, 1998.

Brain R Holloway. Technical Writing Basics: A Guide to Style and Form (2nd Edition).

Bruce Ross-Larson, Writing For The Information Age, London W.W. Norton & Company.

David Ingre Survivor’s Guide To Technical Writing, London. South – Western Educational Publishing.

Geralad J.Alred, Charles T. Brusaw, Walter E. Oliu, St. Martin’s Hand Book of Technical Writing Press, London St. Martins Press.

Gurak, Laura J and John M Lannon. A Concise Guide to Technical Communication. Longman: New York, 2001.


Heinich, Robert, Michael Molenda, and James D Russell Instructional Media. New York. Macmillan, 1993.

Jason Whittaker Web Production for writer & Journalist, London Routledge.

Kamalipour, Yahya R. ed. Global Communication. Australia: Wadsworth, 2002.

Matt Young Technical Writer’s Handbook: Writing With Style and Clarity, New York University Science Books.

Stafford, Marla R, and Ronald J Faber. Advertising, Promotion and New Media. New Delhi: Prentice Hall of India, 2005

Ward, Mike. Journalism Online. Oxford: Focal Press, 2003.

Watson, James Media Communication 2 ed. Palgave, 2003.

William Sanborn Pfeiffer Technical Writing: A Practical Approach (5th edition) New York Prentice Hall.

MCN334: COMMUNICATION RESEARCH METHODOLOGY 60 Hrs

Course Objectives: On completing this paper students would be confident to undertake master’s degree research for their dissertation, acquainted with the basic concepts of research methods and their theoretical underpinnings; continue further specialized reading in any one or more areas of research methods for pursuing M. Phil or Ph.D. studies. Students would also come to perceive the convergence between social scientific and communication research methods as applied to mass media, society, culture and audiences; science, technology and power; political processes and globalization in an emerging network society.

Module I1. What is scientific research? The sources and modes of knowledge: Pre-scientific sources and modes of knowledge versus the scientific method. The two-culture or three-culture model: sciences; humanities and social sciences (C.P. Snow, Wolf Lepenies, John Brochman) ; communication and mass media research. 2. The scientific method in natural sciences: deduction, induction, experiment and generalization; universal and immutable laws of nature. Karl R. Popper’s principle of scientific verification and falsification; the hypothetico-deductive method. Thomas S. Kuhn’s paradigm shift in scientific method. Empiricism and the critique of natural sciences. (Paul Feyerabend). Module II 3. The historical method (archival and textual), the sociological method (social facts), historical materialism, empiricism or positivism in social sciences, method of understanding and interpretation (Verstehen), phenomenology and life-world and the critical theory. 4. The ethnographic method: field work and participant observation. Cultural analysis: analysis of representation in society and media (race, class, caste, ethnicity, gender, stereotypes and prejudices)Module III5. Structuralism (Levi-Strauss), post-structuralism (Barthes)


6. Semiotic analysis (Saussure and Pierce): literature, mass-media – print, audio-visual and new media; and advertising. Folklore analysis and Performance analysis (theatre, film, etc.) Module IV7. Postmodernism, post-colonialism, post-nationalism analysis of media. 8. What is quantitative and qualitative research ? The relationship between quantitative and qualitative research; social, cultural and communication research;

Bibliography Berger J. 2000. Media and Communication Research methods: An Introduction to Qualitative and Quantitative Approaches, California Sage Publication.

California Harper and Rachal Marcus. 2003. Research for Development, New Delhi Visitar Publication.

Ralph O. Nafiger and D David M. White, 1999. Introduction to Mass Communication Research, Louisiana, Louisiana State University Press.

Rummuel R.L,. 1970. Applied factor Analysis, Northwestern University Press, Evanston IL Sarlow, C. 1994. Basic Research Methods, New Delhi, MC Graw – Hill.

Silverman, David (1985): Qualitative Methodology and Sociology. Aldershot: Gower

Swetnam, Derek (2000): Writing Your Dissertation. London: How To Books

Walliman, Nicholas S.R. (2000): Your Research project, London: Sage

Watson, George (1987): Writing a Thesis – A guide to long essays and dissertations, London: Longman.

Wilkinson, David (Ed) (2000): Researcher’s Toolkit. London: Routledge

Wimmer, Roger D & Joseph R. Dominic (2003): Mass media Research: An introduction (7th

Edition), Belmont, CA:Wadsworth.

MCN371: SPECIALIZATION AND PAPER PRESENTATIONS 30Hrs

Objective: It has been felt by students and teachers alike that the semester system ,while being a welcome change from the annual scheme, nevertheless does not afford a great deal of opportunity for the students to do a deeper analysis of the issues pertaining to the different communication media. The need of the hour is an exclusive time allotted for this very purpose—hence specialization and paper publication.

Students will get to analyze media related phenomena of their choice and gain the much needed analytical and research exposure which will be a precursor to their dissertation later. Dealing with minor research work will help them gain confidence in their research abilities and the publication of the same, a much needed boost to their academic life.

The evaluations will be based on the project and the paper publication. It also gives the students an opportunity to publish their knowledge in our own publication or any other similar publications


MCN 372: SOFTWARE FOR WEB 30 Hrs

Introduction to Webpage Design- Adobe Flash and Adobe DreamweaverIntroduction to Flash-Introduction, Applications, Interaction on Web, Over View of Multimedia PlanningMastering The Flash Environment-Introduction to Flash UI, Tools , Color Concepts , Text Editing Tools , Creating Basic Graphic works Creating Animation And Effects-Learn to create basic static graphics [Graphics, MovieClips ], Learn to make things move with different symbols, Motion Tweening – Shape Tweening , Cell Animations , Timeline Effects Creating Movieclips. Integrating Media Files With Flash-Adding – Sound, special Graphics , video Assets, Adding buttons, Linking between scenes, Video embedding features Adding Basic Interactivity to Flash Movies-Creating interactive Presentations, Basic Action Script, Controlling Multiple timeline, Nested movies, Use Flash Components.Distributing Flash Movies- Publish Your Flash Movie – swf, avi, web , Publish settings , Embed flash in html

Introduction to DreamweaverIntroductionUnderstanding work flow, tools , property box , environment, site concept, saving method,. Adding text, lists, and previewing in browser, defining and configuring a website. Hyperlinks, Anchors, and Mailto links.Adding Images and MultimediaDisplaying images , optimizing and creating images , Creating image Maps and navigation bars, adding flash and other multimedia to a web page, managing assets using Assets panel.Webpage layout with Tables and Frame & DHTML Planning layout, designing page layout using tables, displaying data in tables, using frame to display multiple web pages, Dynamic HTML, Layers, Cascading Style Sheets (CSS) , Adding interactivity with behaviors.Data Form & Scripting Creating a form and collecting Data, Introduction to scripts, sending and receiving to form data.Organizing and Uploading a Project Uploading and sharing a project on the web, managing and editing a website, customizing Dreamweaver, Using library, reusing elements of a website, Creating reusable webpage .

Bibliography David Vogeleer, Eddie Wilson, Lou Barber, Macromedia Flash Professional 8 Unleashed

Ethan Watrall, Nobert Herber ,Flash MX Savvy

Flash – Teach yourself in 24 hours, SAMS publisher

Jeffrey Bardzell, Macromedia Dreamweaver MX dynamic applications:Training From the Source, Peachpit Press

Marc Campbell, Dreamweaver 8 Design and Construction, O’Really publisher

Nolan Hester,Creating a Web Site in dreamweaver Cs3


MCN 373: STATISTICS AND SOFTWARE SPSS 30 Hrs

Workshop outline: This course is a parallel programme goes with the research methodology. It will help the researcher to do their thesis more scientifically and accurately.

Evaluation: The evaluation will be based on written test for statistics and practical test for SPSS software


SEMESTER IV

MCN 431: MEDIA MANAGEMENT 60 Hrs

ObjectiveUnderstand the ownership patterns of media in the countryThe likely impact of ownership on content and presentation by mediaFamiliar with the debates in the field of media management.

Module 1: Marketing Management: Definition, Scope, Core Marketing Concepts, Company Oriented towards the market place, marketing process.

Module 2: Marketing Strategy Planning

What are marketing strategic plan, Selecting a market oriented strategy, Creative strategic plan, Implementing & controlling market plans?

Module 3 : Dealing with competition

Identifying competitors, Analysing competitors, Designing competitor intelligence systems, Designing competitive strategies

Module 4 : Marketing Environment (Macro): Demographic, Economic, Natural, Technological, Political-Legal and Social-Cultural.

Module 5 : Consumer Buying & Organisational Buying Behavior

Module 6 : Segmentation, Targeting, Positioning

Module 7: Product: Product, Product mix, Product line decisions, brand decision, Packaging and Labeling, New product Development process, product life cycle Stage.

Module 8: Price: setting the price, adopting the price.

Module 9: Channels – Channel Design decision, Channel-management decisions, Channel Dynamics. Retailing

Module 10: Types of Media Organizations in India- Print, Radio, Television and Films. Ownership pattern of Indian Media- Sole proprietorship, Private limited companies, Public limited companies, cooperatives and franchises (chains).

Module 11: Problems/economies of newspaper industry and news agencies- production cost, subsidy, newsprint, competition, advertising revenue, PR for building and sustaining business- Ombudsman and Reader Editor. Measurement system- ABC and NRS. Government hold on news agencies- UNI and PTI, competition from Reuters.

BibliographyPhilip Kotler: Marketing Management,Herbert Lee Williams. Newspaper Organization and Management. Surjeet Publications, New Delhi, 2006Kundra S. Media Management. Anmol Publications Pvt. Ltd., New Delhi, 2005.W.J Stantton and Charles Futrell. 2003. Fundamental and Marketing, New Delhi MC Graw Hill,


Media Management- Emerging Trends. ICFAI University.

MCN 481-DISSERTATION 60 Hrs

Guidelines for Dissertation: Students are assigned to a faculty. Under the supervision and direction of the faculty they will fix a relevant topic, carry out the data collection, analyze it and prepare a report in the form of a thesis. Students are to present the final report in the presence of independent body consisting of the HOD/Coordinator, Guiding Faculty and an external examiner.

MCN471: MEDIA ANALYSIS 30 Hrs

ObjectiveVisual culture study is a hybrid, an inter - or multi-disciplinary enterprise formed as a consequence of a convergence or, or borrowings from, a variety of disciples and methodologies. The objective of the course in visual culture would be to provide students with a set of critical tools for the investigation of human visualtity. It provides the students to understand the importance of visual culture in economy, business and new technology. Media analysis provides the qualitative understanding of media who aspire for it.

Module Theory and Modes of Analysis Tools:Psychoanalysis - Marxist theory – Semiotic – Sociological - Feminism

Evaluation: Students are exposed to various media like text, photographs, advertisement, film, and internet for analysis. The selected media is analysed using various analysis tools.

BibliographyArthur, Asa Berger. Media Analysis Techniques. New Delhi: Sage Publications, 1976.Berger John. Ways of Seeing. London: BBC,1972Berger, Arthur Asa. Media Analysis Techniques. San Francisco: Sage Publication, 2005.Gillian, Rose. Visual Methodologies. New Delhi: Sage Publications, 2001Howells, Richard. Visual Culture. Cambridge: Polity Press, 2005.Mirzoeff, F. An Introduction to Visual Culture, London: Routledge.Tony Thwaites and Lloyd Davis. Introducing Cultural and Meida Studies. London: Paalgrave,

2002.Walker, John. Visual Culture. New York: Manchester University Press. 1997

MCN461: INDUSTRY EXPOSURE AND PROJECT WORK 2 ½ months

There is a tacit understanding among students and teachers that Mass Communication Studies require a healthy dose of industry exposure, because the subject demands this, being a professional course. As teachers, attempts are made to give the students a brief on the workings


of the media industry, but the actual experience is far more effective, hence this module where-by the students get an understanding of the industry scene, that is grounded in reality rather than mere theorizing.

Duration of the industry exposure will begin from Christmas vacation and end upto March 15

The industry exposure is an extension of class room learning. The area of choosing an industry for exposure will be based on the curriculum. Evaluation of this programme will be conducted towards the end of the semester (After March 15)

MCN 481: COMPREHENSIVE VIVA VOCE

The master’s course in communication is an exhaustive one covering a huge gamut of fields related to mass media. Besides the core papers there are ancillary papers, assignments, internship, projects and myriad other activities. Increasingly, students and faculty feel that an opportunity should be given to the students to present and showcase their work through a comprehensive and extended viva voce, enabling the teachers to get a good understanding of the students’ efforts.

The syllabus of all the semesters is integrated together for the comprehensive viva.

• Students will be expected to prepare a brief on the different chapters encompassing the entire portions of the previous three semester syllabi, or the teachers can provide the points for their respective subjects.

Evaluation: There will be a entire course content


TESTING PATTERN

Theory Papers

CIA 1 : Mid-sem examination conducted by the department for 50 marks

CIA II & III : Individual teacher conducts in the form of test/quiz/assignment

End Sem : Centralised examination

Short questions (5 x 8 =40)

Long answers (4 x 15 = 60)

Total = 100

Workshop

Individual teachers conduct project/test depends on the nature of the paper


Department of Media Studies

[Under Section 3 of the UGC Act, 1956]

MS in COMMUNICATIONSyllabus 2008 - 2010


course code title hrs/ wk marks credit semester i comm 09.pdf · course code title hrs/ wk marks...

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