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Post Graduate CourseMaster of Communication & Journalism

Yogi Vemana UniversityKadapa

SyllabusWith effect from Academic Year 2012-2013

(To be reviewed in 2015)

Department of Journalism and CommunicationYogi Vemana University

Kadapa

1

Regulations and Syllabus- 1. Course Nomenclature :

The Course of Master of Communication and Journalism shall be

of two years duration consisting of four semesters.

2. Eligibility :

Candidates seeking admission into the course shall be required to

a) To have passed any Bachelor Degree of this University or from

any other University recognized by the Academic Council of Yogi

Vemana University.

b) To have passed the entrance test conducted by the yogi Vemana

University subsequently to become eligible for the purpose of

admission.

3. Question Paper for Entrance Test :

The question paper for entrance test shall include the following

topics: (a) Journalism and Communication, (b) Current affairs and General

Knowledge (c) Language Skills

4. Academic Procedure :

Admission into the course shall be made according to the rules

prescribed by the University from time to time.

5. Academic Requirements :

a) The Two-year course consists of four semesters, covering theory

papers and practical papers.

b) Every student is required to attend 75% of theory classes and

practical classes in all the four semesters.

c) All the students are required to participate in the Study tour of

media centers arranged by the Department and submit the tour

report to the Department.

d) The students are required to take active part in the department

seminars where they should present / discuss on oral or

2

written papers on the theme given.

e) The students of the fourth semester shall undergo an internship

in any media organization for a minimum period of three weeks

and produce a certificate from the organization concerned.

f) No student shall be allowed to appear for the examination both

the theory and practical unless he/she produces a certificate of

completion of all academic requirements as the case may be.

6. Examination Evaluation :

a) All the theory papers in the four semesters shall be valued by the

external and internal examiners as per the rules and regulations

framed by the Controller of Examinations of Yogi Vemana

University.

b) The practical paper which will be held as a part of internal

examination will be valued by the internal examiners.

c) The medium of instruction and examination will be in ENGLISH

only.

d) A candidate will be declared to have passed the examination

only he/she attains the marks as prescribed by the as per the

rules and regulations of Yogi Vemana University.

Professor P. Bobby VardhanCHAIRMAN

Board of Studies

Annexure A

Syllabus & Scheme of Examination

3

Subject code

Subject title Teaching Hours

Practical Hours

Final Exam InternalMarks

Total Marks

Duration Max Marks

Max Marks

Semester IMCJ10I

History of Mass Media 6 -3

hours75 25 100

MCJ 102

News Reporting & Writing * 6 33

hours75 25 100

MCJ103

Editing * 6 33

hours75 25 100

MCJ104

Communication Theories & Models

6 -3

hours75 25 100

MCJ105

Computer applications for Mass Media

3 33

hours75 25 100

Total 27 9 375 125 500

Semester IIMCJ201

Radio Journalism * 6 3 3 hours 75 25 100

MCJ202

Advertising * 6 3 3 hours 75 25 100

MCJ203

Media management 6 - 3 hours 75 25 100

MCJ204

Media Laws & Ethics 6 - 3 hours 75 25 100

MCJ205

Science & Environmental Communication 6 - 3

hours 75 25 100

Total 30 6 375 125 500

* The Practical examination will be held as part of the internal examination.

Contd…….

Subject code

Subject title Teaching Hours

Practical Hours

Final Exam InternalMarks

Total Marks

Duration Max Marks

Max Marks

4

Semester IIIMCJ 30I

Public Relations * 6 33

hours75 25 100

MCJ 302

Development Communication

63

hours75 25 100

MCJ 303

Television and Film Communication *

6 33

hours75 25 100

MCJ 304

Traditional Communication

63

hours75 25 100

MCJ 305

New Media Technologies. 3 33

hours75 25 100

Total 27 9 375 125 500Semester IV

MCJ 401

International Communication

63

hours75 25 100

MCJ 402

Cultural Communication 63

hours75 25 100

MCJ 403

Human Rights and Media 63

hours75 25 100

MCJ 404

Research Methodology 63

hours75 25 100

MCJ405

Women and Media 63

hours75 25 100

Total 375 125 500Grand Total 2000

* The Practical examination will be held as part of the internal examination.


Board of Studies

Semester-I Syllabus

1st Paper 1: History of Mass Media (MCJ 101) No. of

5

Semester

Lectures

Unit-1 Origin of Press - Evolution of modern newspapers - Growth of newspapers in India, Hickey's Gazette, Bombay Chronicle- Early Journalism in Bengal, Bombay and Madras presidencies..

10

Unit-2 Growth of National Press - Indian Press and Social Reforms - Indian Press and Freedom Movement - Contribution to Indian Journalism, Raja Ram Mohan Roy, Bala Gangadhar Tilak, Mahatma Gandhi, Nehru Era - Contributions of Eminent Personalities to Indian Journalism, G. Subramanyam Iyer, S. Sadanand - Contribution of eminent National News papers - Amrit Bazar Patrika, Kesari, The Times of India, The Statesman, Free Press Journal, The Hindu - Indian Press and Emergency - Recent trends in Indian press – Evolution of News Agencies -Contemporary News Papers in English.

25

Unit-3 Origin and Development of Telugu Press, Telugu Press and Freedom Movement - Contributions of Eminent Personalities, Kandukuri Veeresalingam, Kasinadhuni Nageswara Rao, Kotmaraju Ramarao, Khasa Subba rao, Tapi Dharma Rao, Mutnuri Krishnarao, Narla Venkateswara Rao - Contemporary News Papers in Telugu.

15

Unit-4 History of Broadcasting in India – Origin and Growth of Radio and Television in India - Growth of broadcasting Media after 1990 –Satellite Television – New Media – Internet – Online Journalism – Blogs – Social Networking – Pod casting – Mobile Casting – Internet Radio- Internet Protocol Television.

25

Total number of Lectures 75 Class Room Exercises, Assignments, Seminars, Revision classes 15 Total 90

Reference Books 1. Nadig Krishna Murthy : Indian Journalism, Mysore University Press2. S. Natarajan. Indian journalism 3. R.Parthasarathi: Modern Journalism in India. Sterling Publishers.4. J.V. Seshagiri Rao. Studies in the history of /journalism 5. R.Anand Sekhar. Journalism charithra vyavastha6. Publication Division: Five Eminent Editors 7. Rabindranath. M: History of Telugu Journalism, Print & Electronic Media8. S.C.Bhatt : Indian Press since 1955, New Delhi, Publication Division9. P.C.Chatterji: Broadcasting In India, New Delhi, Sage Publications10. Dr.Balashouri Reddy: Telugu Patrikala Charithra11. N.Venugopal: Narla Bata, Navatharniki Narla12. H.R.Luthra: Indian Broadcasting

Semester-I Syllabus

6

1st

SemesterPaper II: News Reporting & Writing (MCJ 102) No. of

LecturesUnit-1 Definition – Sources – Reporter – Correspondent –

Qualifications & Responsibilities – Hierarchy in Reporting – Difficulties in Reporting.

15

Unit-2 Principles governing News Coverage - Reporting Skills – Attitudes – News Worthiness – News Values - Accuracy – Brevity – Clarity – Readability - Balance & Fairness – Ethical Aspects – Components of News story – Structure of News Story -Inverted Pyramid Style of writing.- 5 Ws, H.

15

Unit-3 Types of News – Political, Crime, Agricultural, Economic, Business, Financial, Sports - Reporting special events, Disasters and accidents, Budget, Courts, Legislature Reporting, Speech Reporting, Investigative Reporting, Science Reporting, Moffussil Reporting, Advocacy Reporting - News Gathering, Beats, Monitoring – Sources of News, Press Conference, Press Releases, Curtain raisers, Kinds of Interviews – Interviewing Practices.

20

Unit-4 News Writing Basics, Finding Ideas , Sources of Information - Special features – Photo features - Scientific features - Human interest features – Profiles - Column writing - Writing Creative middles – Writing for Radio, Writing for Ear, Conversational Style - Writing for Television, Seeing is believing – Structure and format of Television News.

25

Total number of Lectures 75 Practical 30 Class Room Exercises, Assignments, Seminars 15 Total 120

Refe r ence books :

1. Emery, Adult & Ages: Reporting and writing the News2. John Hohenberg: The Professional Journalist3. Ralph. S. lzard: Reporting the citizen's news 4 .M.V. Kamath: Professional Journalism 5. Patanjali Sethi: Professional journalism 6. Writing for Media: Dr.C. V.Narasimha Reddy (Dr.B.R.Ambedkar Open University)

7. Nagasuri Venugopal: Media Nadi (Pulse of Telugu Media)

Semester-I Syllabus

7

1st

SemesterPaper III: Editing (MCJ 103) No. of

LecturesUnit-1 Editing-Definition, Functions, Aims, Objectives, Principles,

Need for Editing - Editorial Desk, Structure, Editor, News Editor, Sub- Editor, Duties and responsibilities – Types of Copy, Agency Copy, Bureau Copy, Mofussil Copy – Different Desks, General, Business, Sports , Political etc.

15

Unit-2 Editing Process, Symbols, Re-writing , Integrating, Updating, Referencing, Translation, Proof Reading – Style Book sheet – Headlines, Functions, Types, Unit Count - Schedule – Planning and Pages – Special Supplements – Writing Caption – Leads.

25

Unit-3 Page Makeup, Types, Front Page – Design – Layout and Design –Photo editing - Cropping

15

Unit-4 Editorials – Articles – Creative Middles - Letters to the Editor – Use of Computers in Editing- Development and growth of Printing – Desk top Publishing – Methods in printing – Off-set – Gravure – Screen Printing – Type faces – Type sizes

20


Refe r e n ce book s

1. Bruce Westley: News Editing. New Delhi: IBH Publishers. 2. Frank Barton (1989): The newsroom: A Manual of journalism. New Delhi: Sterling Publishers. . 3. R. ParthaSarathy: Basic Journalism. New Delhi: McMillan

Semester-I Syllabus

8

1st

SemesterPaper IV: Communicati o n The o ries and Models (MCJ

104) No. of

LecturesUnit-1 Communication –Definitions, Scope, Process - Variables of

Communication, Source, Message, Channel, Receiver, Feedback, Barriers to communication - Types of communication, Interpersonal, Intrapersonal, Group, Mass communication - Characteristics Print, Radio, Television, Film.

15

Unit-2 Basic Models of Communication, Aristotle, Lasswel- Shannon & Weaver, Berlo, Advanced Models of Communication , Osgood & Schramm Model, Johari Window Model, De Fleur, Dance Helical Model, Westley and MacLean’s Model- Theories of Press - Normative theories, Authoritarian, Libertarian, Communist, Social Responsibility, Development Theory, Democratic Participant Theory.

20

Unit-3 Hypodermic Needle or Magic Bullet Theory – Two Step Flow Theory – Opinion Leaders - Characteristics Multi step flow - Gate keeping - Selective Gate Keeping - Diffusion of innovations Theory – Agenda Setting Theory – Uses & Gratification Theory- Inoculation Theory –Cultivation Theory - Cognitive Dissonance Theory.

20

Unit-4 Verbal Communication- Principles, Characteristics – Oral Communication – Written Communication – Non Verbal Communication (NVC) – Definition – Body Language – Space Communication – Silence – Functions of Non Verbal Communication.

20

Total number of Lectures 75 Class Room Exercises, Assignments, Seminars

15

Total 90Reference books 1. David Berlo (1960). The Process of communication. London. 2. Uma Narula (1976). Mass Communication Theory and Practice. New Delhi:

Har Anand. 3. Denis McQueen and Vandal. Communication models. 4. John Fiske: Introduction to communication studies London: Routledge.5. Denis McQueen (1993) Media performance. London: Sage6. Denis McQueen (2005) Mass communication theory. New Delhi: Sage. 7. Deflower and Ball Rocket: Theory of mass communication

Semester-I Syllabus

9

1st

SemesterPaper V: Computer applications for Mass Media

(MCJ 105) No. of

LecturesUnit-1 Introduction to Computers – History and Generation of

Computers – Types of Computers – An overview of Computer system – The CPU – Memory – Input and Output Device – Storage – Primary and Secondary storage, Floppy – CD ROM

15

Unit-2 Software Operating Systems: MS DOS, MS Windows, Application programmes, MS Office

15

Unit-3 MS Word – Word processing – entering and editing text – formatting text – special features of word – Tables, Mail merge, Adding graphics and sounds – Printing Document – Converting documents into web pages-

MS Power point, Creating a presentation – formatting slides, Special features of presentation – Integrating multiple data sources in the presentation – Presenting slide shows

25

Unit-4 Introduction to networks – The Internet – Working on internet – Addressing skillsMain features of Internet – WWW – e-Mail – Tools for Web search- Online services – Advertising on internet – Law relating to Cyber Media

20

Total number of Lectures 75 Practical 30 Class Room Exercises, Assignments, Seminars

15

Total 120Reference Books

1. Minasi (1999) Expert Guide to Windows98, BPB Publications 2. Stutz A. Russell (2000) Office 2000, BPB Publications. 3. Thurlow, Crispin, Laura Lengel and Alice Tomic (2004) Computer Mediated Communication,London,Sage. 4. Howard, Phillip.& Steve Jones (2003) Society Online, Thousand Oaks,Sage. 5. Suresh k. Basandara, (1999), Galgotia Publications Pvt. Ltd, New Delhi. 6. Donald H. sanders Computers Today, McGraw – Hill , New Delhi

Semester-II Syllabus

10

IInd

SemesterPaper I: Radio Journalism (MCJ 201) No. of

LecturesUnit-1 Evolution of Broadcasting -Brief history of broadcasting in

India – Objectives of Radio – Characteristics of Radio – AIR Code - Stages in Radio Production - Writing for Radio, News Features, Interviews, Special Audience programmes – Radio Formats .

20

Unit-2 Who is who in Radio , Station Director , Asst. Station Director, Programme Executive, Transmission Executives, Announcer, Other crew - Audition - Microphone talents

15

Unit-3 Studio Operations, Mikes, Sound and acoustics - Outdoor Broadcasting – Covering Special Events, Festivals, Sports – Radio Bridge – A.M and F.M Broadcasting - New Broadcasting Technologies, Digital, Satellite, Web.

20

Unit-4 Autonomy – Prasara Bharathi – Commercial Broadcasting – Non Lapsable Fund – Local Radio Concept – Community Radio – FM Channels – Radio and People – Change Agent.

20


Reference books

1. P.C. Chatteji: Broadcasting in India. New Delhi: Sage. - 2. U.L. Barua: This is All India Radio.3. Mehra Masani: Broadcasting and the People.4. H.R. Luthra: Indian Broadcasting. 5. G.C. Awasthi: Broadcasting in India.6. Keval Kumar: Mass Communication in-India.


11

II nd

SemesterPaper II: Advertising (MCJ 202) No. of

LecturesUnit-1 Advertising, Definition, Functions, Role, Scope - Place of

Advertising In Marketing – Advertising Vs Publicity – Vs Public Relations – Vs Sales Promotion – Advertising Media Characteristics – Advertising relationship with Mass Media – Advertising as part of Marketing Mix.

15

Unit-2 Elements of Advertising, Copy – Types of Copy Formats, Visualization, Logo, Slogan, Headlines - Layout, Designing of Layout – Creating Advertisements for Print, Radio, Television – Media Tariff – Planning – Scheduling – Advertising Agency System.

20

Unit-3 Advertising Research – Advertising Testing –Steps in Research process – Purpose of Testing – Evaluation – Important Testing Methods, Recall, Recognition, Opinion Ratings – Casman Jury test - Pre testing – Post testing Methods - Planning Advertising Campaigns, Media selection, Media Mix–ORG-ABC-Readership surveys- Newspapers, Magazines, Radio – Jingles, Television – Spots – Commercials - Direct Advertising, Outdoor Advertising, Merits and Demerits

20

Unit-4 Advertising Code – Advertising Policy in India – Advertising Agencies, Structure and Functions of various departments in Advertising Agency – Regulation of advertising in India – Professional Advertising Bodies, AAAI, ISA, ASCI –Consumer Protection Act.- Social and Economic aspects of Advertising, Psychological factors in Advertising – Ethics and Codes in Advertising – Role of Advertising in Economic Development.

20


Ref e rence books 1. Cohen: Advertising. 2. Dunn: Advertising its role in modem society 3. Hepner: Advertising psychology and research 4. Warner et al: Advertising. 5. Chunna Wallah: Fundamentals of advertising 6. Mahendra: Mohan: Advertising Management Concepts & Cases 7. Wright: Advertising campaigns 8. Thomas Jefkins: Advertising made Simple.9. Leon Quera: Effective advertising.


12

II nd Semester

Paper III: Media Management (MCJ 203) No. Of Lectures

Unit-1 Media Organizations, Types, Functions - Newspapers Departments, Editorial, Circulation, Advertising, Production - Types of Media ownership patterns, Advantages and disadvantages

15

Unit-2 Newspapers Finance and control - Newspaper registration-Recruitment policy- Training - Wage policy, Wage boards - Readerships surveys-ABC-Advertising policy

15

Unit-3 Press Commissions, Recommendations - Press Council of India, Structure, Composition, Guidelines

20

Unit-4 Origin and Growth of Broadcasting in India - Regulations related to All India Radio, Doordarshan - Prasar Bharathi –FM Radio – Cable TV- Satellite Television - DTH- CAS.

25

Total number of Lectures 75 Class Room Exercises, Assignments, Seminars 15 Total 90

Reference books

1. Herbert Lee: Newspaper Organization and Management. New Delhi: Surjeet publications

2. P.C. Chatterji (1988). Broadcasting in India: NewDelhi. Sage Publications 3. U.L.Barua: This is All India Radio. 4. Mehra Masani (1986); Broadcasting and the People. New Delhi. National

Book Trust.5. H.R.Luthra: Indian Broadcasting6. Reports of Information and Broadcasting Ministry.7. First press commission Report, Vol I & 11. 8. Second press Commission Report Vol I &11.9. Vanita Kohli (2006) The Indian media Business: New Delhi. Sage.


13

II nd Semester

Paper IV: Media Laws & Ethics (MCJ 204) No. Of Lectures

Unit-1 Indian Constitution, Salient Features, Fundamental Rights, Article 19 (1)(A), Public Interest Litigation (PIL), Freedom of the Press, Ramesh Thapar vs. State of Madras, Brij Bhushan vs. State of Delhi, Virendra vs. State of Punjab, RamjiLal Modi vs. State of Uttar Pradesh, Sakal Newspapers vs Union of India, Bennet Coleman & Co vs. Union of India, Indian Express vs. Union of India.

15

Unit-2 Prevention of Publication and Objectionable Matter Act - Official secrets Act 1923 - Books and Registration of newspapers Act, 1956 - Working Journalists Act, 1955 - Press and Publication (Parliamentary Proceedings) Act, 1976 & Its repeal act – Constitutional amendment Article 361 (Protecting the publication of Parliament and Legislature) - Press Council of India Act, 1978 - Indian Cinematography Act, 1950 - Contempt of Court – Indecent Representation of Women Prohibition Act – Drug and Magic Remedies Act – Children’s Act - Censorship Law.

20

Unit-3 Law of Defamation – Libel – Slander – Right to Privacy – Difference between Right to privacy and Libel –Copyright, What constitutes copyright, Infringement of Copyright, Copyright and Mass Communication, Defenses to infringement of Copyright.

20

Unit-4 Ethics, Aristotle Golden Mean, Kant Categorical Imperative- Mills Principles of Utility – Structural Ethics – Code of Ethics – Self regulation – Profit motive and Social responsibility – Confidentiality of News sources – Truth and Accuracy – Right to Privacy and Public’s right to Know – Right to Information Act.

20


Ref e rence books I. B.N. Pandey: Indian constitution, Cental Law Publications. 2. D.D. Basu: Introduction to Indian constitution. 3-. D.D. Basu: Press laws. 4. Dr.Ramakrishna Challa: Historical perspectives of Press freedom in India


14

II nd Semester

Paper V: Science & Environmental communication (MCJ 205)

No of Lectures

Unit-1 Science Communication, Definition, Nature, Scope, Need - History of Science Communication - Key Elements - Science Communication and Development - Science and Technology in Ancient India, Medieval India, British India - Progress in Science and Technology in post- Independence Period- - Communication in modern India

15

Unit-2 Introduction to Science Writing, Science Writing in Media, Expanding Fields in Science Writing - Science News, Writing Science News, Writing Science Stories - Scientific Temperament – Science Communication in Newspapers, Magazines, Television.

20

Unit-3 Environmental Communication, Nature, Scope, Definition – Elements in Environment Communication, Citizens, Community Groups, Scientists, Corporations, Business Lobbyists, NGO’s - Global Environmental Movements - Environmental Movements in India, - Sustainable Development, Commission on Sustainable Development - Earth summits- UN and Climate Change.

20

Unit-4 Media coverage of Environment, Media depictions of Nature - Gate keeping, Newsworthiness, Norms of Objectivity and balance - Media effects, Direct Transmission, Agenda-setting - Media Framing of Environment, Cultivation analysis - Rise of Impact of Political Economy on Environmental Issues – Alternative Environmental Media, Newspapers, Films - Professional Societies for Environmental Journalists - Risk communication, Assessing Risk, Media Reporting of Risk - Environmental Advocacy, Case studies, Dilemmas of Environmental Advocacy - Green marketing and corporate campaigns

20


Refe r ence Books

l. Bertrand Russell (1954)Scientific Outlook. London: George Allen & Unwinf Ltd. 2. J V Vilanilam: Science Communication and Development. Sage, New Delhi. 3. D.WBurkett: Writing Science News for Mass Media, Gulf publishing company, USA. 4 Robert Cox.(2006) Environmental communication and public sphere. London: Sage. 5. Binod Agarwal : Global Negotiations Vol I & II Centre Science and Environment. 6. Nagasuri .Venugopal: Atynatha Kalarupam Science – Jana vignana Vedika, (2006). 7. L. Wallack et al. Media Advocacy and Public Health. London: Sage publications

Semester-III Syllabus

15

IIIrd

SemesterPaper I: Public Rel a tions (MCJ 301) No. Of

Lectures

Unit-1 Public Relations, Definitions, Nature, Scope, Concept - Evolution & History of PR – Elements of PR, Publicity, Public Opinion, Propaganda, Advertising – Public Relations Tools, Material, Publications, House Journals, Oral Open house, Photograph Campaigns, Demonstration, Exhibitions, - Press Conference - Special Events – Communication with Specialized Publics, Internal, External Employees, Share holders, Customers, Suppliers and Dealers – Community Relations- Corporate Social Responsibility - Role of PR as a Management Function – Role of PR in Developing Country.

20

Unit-2 Principles of Public Relations, Truthfulness, Honest Communication, Public Interest, Two Way communication, Good cause – Components of PR - Principles of Persuasion- Effective Communication - Public Opinion- Public Attitude, Changing existing Attitudes, Appeals – Maslow Hierarchy of Needs - PR Process, four stages, Fact finding, Planning, Communication (Media Selection), Evaluation.

20

Unit-3 PR Management – Perception Management – Persuasion Theory, Fishbein Theory of Reason Act, Bandura Social Learning Theory, Mac Guire’s Persuasion Theory, Petty and Cacippo Elaboration and Likelihood, Festinger Cognitive Dissonance, Uses and Gratifications- Classic Models of PR, James Grunig’s Models, Press Agentry, Publicity, Public Information Model, Two way Asymmetric Model, Two way Symmetric Model.

20

Unit-4 Professional Organizations of PR, PRSI, IPRA – In house PR Departments – Central and State Government PR Departments – Media Units of I&B Ministry – PR in key Corporations – Business Organizations – NGO’s –Public Transport -

15


Re f erence books 1. Cutlip & Centre (2005) Effective public relations. New Delhi: Pearson. 2. Bertrand R .Canfield: Public relations. 3. Stephenson: Handbook of public Relations. 4. Sam Black: Practical public relations.5. J.H.Kaul: Public relations in India 6. Leslie: Public relations Handbook. 7. Finn: Public relations and the management.8. J.E.Marsen: Modern public relations.


16

IIIrd

SemesterPa p e r II: Development Communication

(MCJ 302)No. Of

Lectures

Unit-1 Development - Different concepts – Causes for under development - Theories of development, Economic Theory, Walt Rostow Sociological Theory, Modernization Theory, Dependency Theory, Diffusion of Innovations - Dominant Paradigm - New Paradigm of Development - Sustainable Development - Development dilemmas- Millennium Development Goals.

20

Unit-2 Development Journalism, Origin, Growth, Concept, Case studies - Development News, Development Reporting- Problems of Indian Press in Development Journalism- Multimedia Approach to Development issues.

15

Unit-3 Development Communication, Definition, Nature, Scope, Merits and demerits - Case studies of SITE and Jabua Project- Development Support Communication, Concept, Overview–Communication and Human Development, Development Communication Concepts in Literacy, Population Control- AIDS.

25

Unit-4 Participatory Development Communication - Participation and Development- Social Capital Theories - Participatory Communication Research - Case studies

15


Reference Books1. Avik Ghosh (2006): Communication technology and Human development:

New Delhi: Sage publications 2. DVR Murthy (2006): Development Journalism: What Next New Delhi:

Kanishka Publications 3. Srinivas Melkote (2001): Communication for development in the third

World: New Delhi: Sage publications 4. N. Jayaweeraand S. Ammugave (1989) Rethinking development

Communication: Singapore: AMIC 5. Jean Serves et al (1996): Participatory communication for social changes

New Delhi: Sage Publication


17

IIIrd

SemesterPa p e r III: Television & Film Communication

(MCJ 303)No. Of

Lectures

Unit-1 Evolution of Television - Origin and growth of Television in India – Characteristics, TV as Medium of Communication - Stages in TV Programme Production - Duties of the TV crew - TV News - New Telecast Techniques - Programmes for Special Audience, Women, Youth, Children, Farmers, Students - Panel discussion Interviews.

15

Unit-2 Television Technology – Broadcasting Standards, PAL, NTSC, SECAM - Production Equipment, Cameras, Microphones, Lights - TV Studio layout – Studio and Field Production – Script Writing, Outline, Treatment, Visualization – Shooting Script

20

Unit-3 Brief History of Films in India – Characteristics of Silent Era, Talkies, Popular cinema - Stages in Film Making - Elements of Film, Script, Cinematography, Editing, Music, Direction - Process of Film Making, Shooting, Editing, Dubbing, Mixing, Sound Recording, Animation Techniques.

20

Unit-4 Film Genres – New Wave Cinema - Types of films -Art and Commercial Films – Parallel Cinema - Film Reviews- Film Appreciation - Problems and prospects of the Indian Film Industry - Film organizations -FTII: NFDC- Censorship & laws - Khosla committee report.

20

Total number of Lectures 75 Class Room Exercises, Assignments, Seminars, Revision classes

15

Total 90

Reference Books.1. R.N.Acharya: Television in India. 2. B.S.Bhatia:.TV for Education and Development. 3. Satyajit Ray: Our films and their films 4. Kabita Sarkar: Indian Cinema today. 5. James Monaco: How to read a film 6. Feroze Rangaoonwallah: 75 years of Indian cinema. 7. G.D.Khosla : Film Censorship 8. N.Venu Gopal : Channella Visthruthi Seriella Vikruthi 9. G.B.Millerson; TV Programme production


18

IIIrd

Semester

Pa p e r IV: Traditional Com muni c at io n (MCJ 304)

No. Of Lectures

Unit-1 Traditional Media, Nature, Meaning, Definition - Historical Background, Characteristics - Classification of Formats.

15

Unit-2 Traditional Media and Communication- Traditional Communication Models - Folk Arts and Social Perspectives - Folk arts and Religious Communication. Folk Media and Indian National Movement.

15

Unit-3 Folk Arts in India, Jatra, Yakshagana, Tamasha, Koodiayattam other popular folk arts in different regions - Folk Formats in Andhra Pradesh - Origin and growth Harikatha, Burrakatha, Jamukulakatha, Veedhi Natakaalu, Tolu bommalatalu (Puppetry), Tappetagalu, Oggukatha.

25

Unit-4 Folk Arts and Political Communication - Traditional media in Health Education - Folk Media in promoting Tourism, Environment – Folk Media as a Change Agents - Traditional Media and social relevance.

20


Reference book s 1. Shyam Parmar: Traditional folk Media. 2. Durgadas Mukhopadhya. Folk arts and social communication: : NBT 3. Usha Rani. N. Folk Media for development. 4. B. Ramaraju.: Folk lore of Andhra Pradesh. 5. Nagabhushan Sharma. M: Folk performing arts of Andhra Pradesh. 6. RadhaKrishna Murthy, Mikkilineni: Telugu vari Janapada

Kalaruupalu. 7. N.Vijaya: The role of traditional folk media in rural India.


19

IIIrd Semester

Paper V: New Media Technologies (MCJ 305)

No. Of Lectures

Unit-1 Multi Media, Interactivity, Hypermedia – User Directed Navigation, Hardware, Consideration for Multimedia, Applications for Multimedia- Education, Commerce and Entertainment.

20

Unit-2 Computer Graphics AND design – Window based PC’s, Types of Graphic Files – Working with Bitmaps – Working with Vectors – file formats and Compatibility issues.

20

Unit-3 Getting Images into the Computer- Scanners, Digital Cameras – Clip art- Electronic Photographs

20

Unit-4 Introduction to Photoshop - Applications and Use of Photoshop, Optical fibers

15


Reference Books1. Adobe Photoshop 5 – Class room (2001), Techmedia 2. Learning Guides to the internet (2000), Techmedia3. Best, Samuel J (2004) Internet Data Collection, London, Sage4. Norton, Peters (2001) Introduction to Computers, Tata McGraw Hills5. Green, Leila (2002) Communication Technology and Society,

Thousand Oaks6. Styles, Leonard (2003) Deciphering Cyberspace, London Sage

Semester-IV Syllabus

20

IVth Semester

Paper I International communication (MCJ 401) No. Of Lectures

Unit-1 International Communication, Nature, Scope- Evolution and Emergence of Long - distance Communication - Early Communication Channels - Post Traditional forms, Newspapers, News Agencies, Telegraph, Telephone - Types of International Communication Channels, Interpersonal, Technical, Global - International communication and National identity

15

Unit-2 Dimensions of International Communication- Global village- War of Ideas- Communication and National sovereignty- Trans-nationalization of Media- International News Flow, Controversy, News values Controversy, - Media Imperialism- Communication Policies- UNESCO Mass Media Declaration- New World Information and Communication Order-McBride Commission - Emergence of IPDC- Propaganda, Forms of Propaganda.

20

Unit-3 Satellites- Communication Satellites- Emergence of CNN and its impact on world of communication - War and Media-Public Diplomacy and Political Warfare- Globalization and media - Different phases of Globalization, Impact on Media - Emergence of STAR TV- Globalization and ICT.

20

Unit-4 International Media Organizations, International Press Institute, International Telecommunication Union, British Broadcasting Corporation, Voice of America, European Broadcasting Union, Asia-Pacific Institute for Broadcasting Development.

20


Reference books 1. Ingrid Volkmer (2001): News in the global sphere. A study of CNN and its

impact on Global Communication, Luton. University of Luton Press. 2. William Hachten (2002): World News Prison. Iowa. Iowa state press, 3. Tehri Rantaner (2006): Globalization and Media. London: Sage

Publications. 4 Howard H Frederick (1993): Global communication & International

relations. 5. Anos Owner Thomas (2006): Transnational media and controlled Markets.

Sage publications, New Delhi Semester-IV Syllabus

21

IVth Semester

Paper II Cultural Communication(MCJ 402)

No. of Lectures

Unit-1 Intercultural Communication, Origin, Need, Definition, Meaning - Components - Approaches, Behaviorist, Humanistic, Moderate.

15

Unit-2 Models of Intercultural Communication, Aristotlean, Cybernetic, Biological, Psychological – Culture and Communication, Influence of Greek, Hindu, Buddhist Cultures.

20

Unit-3 Retention of Information, Ancient and Modern views - Verbal Communication, Language, Hindu, Buddhist ,Greek and Islamic theories – Non-Verbal communication - Hindu Theories and Modern Theories- Cultural Institutions, Family, School, Society, Mass Media.

20

Unit-4 Role of media in Intercultural Communication - Inter Cultural Broadcasting - Communication technology - Cultural change .

20


Reference books 1. Frank J. Lechner and John Boli (2205). World Culture: Origins and

consequences, London. Blackwell Publishing Company.2, Meenakshi Gigi Durcan And,Douglas M. Kellener (2001). Media and

Cultural Studies London: Blackwell Publishing Company. . . 3. James Curtan (2002). Media and Power. Londou : Routledge. 4. Amarthya Sen(2005). The Argumentative Indian. New Delhi, Penguin

India. 5. Samuel P. Huntington.(l996). The class of Civilizations and The

Remaking of world order. London: Penguin Books.


22

IVth Semester

Paper III : Human Rights and Media (MCJ 403) No. Of Lectures

Unit-1 Human Rights, Concept, Meaning, Evolution- Kinds of Human Rights, Civil and Political rights, Economic, Social and Cultural Rights - Human Rights under UN Charter- Commission on Human Rights - UN High Commissioner for Human Rights - International Covenants on Human Rights.

20

Unit-2 Universal Declaration of Human Rights - International Bill of Human Rights, Preamble, Enumeration of Rights in the Declaration, Civil and Political Rights, Economic and Social Rights - India and the Universal Declaration .

20

Unit-3 International Conventions on Inhuman acts, Genocide, Apartheid, Torture and other Inhuman and Degrading treatment or Punishments, Slavery, Slave trade, Forced or Compulsory Labor, Traffic in person and Prostitution, Racial Discrimination, Death Penalty - Vulnerable Groups and Human rights, Women, Rights of the Child, Rights of the Migrant Workers, Refugees, Stateless Persons, Disabled Persons - Older People - Human rights commissions in India.

20

Unit-4 Human Rights and Media, Newspapers, Television, Films, Human Rights Agenda setting by Media, Framing of Human Rights issues - Assessment of Human Rights Reports, Reporting and Writing of Human Rights Report - NHRC - SHRC - Human Rights Courts in Districts.

15


Reference Books I. Gopala Bhargava (2001). Human Rights concern of the Future. New

Delhi: Gyan books. 2: H.O Aggarwal (2000. International law & Human rights. Allahabad:

Central Law Publications. 3. NJ Wheeler and Timothy Dunne (1999). Human Rights in Global

politics. London: Oxford University Press.


23

IVth Semester

Paper IV: Researc h Meth o dol o gy (MCJ 404)

No. Of Lectures

Unit-1 Introduction to Mass Communication Research, Meaning of Research - Scientific Method, Characteristics - Steps in Research - Identification and formulation of Research Problem in Communication Research.

15

Unit-2 Basic Elements of Research, Concept, Variables, Hypothesis and Causation Hypothesis, Type of Hypothesis, Characteristics of good Hypothesis, Hypothesis Testing - Research Designs in Mass Communication Research - Outlines of important designs, Approaches, Survey Research, Content Analysis, Historical Method – Measurement, Meaning , Levels and Types of Measurement.

20

Unit-3 Sampling in Communications Research, Types, their applications and limitations - Methods of Data collection, Interview, Questionnaire, Observation and Case Study, Application and Limitations of Different Methods.

20

Unit-4 Use of Statistics in Communication Research - Basic Statistical Tools, Measures of Central Tendency, Mean, Mode and Median - Measure of Dispersion, Standard Deviation, Correlation and Chi-Square - Data Processing, Analysis, Presentation and Interpretation of Data. Use of graphics in data presentation - Writings a research proposal, writing research report, Components and style.

20


15

Total 90Reference books 1. Winner and Dominic (2002) Mass media research, an introduction.

Singapore:Thomson publishing company . 2. S.H.Priest (1996) Doing Media research: An Introduction. London:

Sage Publications. 3. B. Gunther (2000). Media Research Methods London: Sage

Publications.4. A.Hansen et.al (1998). Mass Communication Research Methods,

London: Paigrave


24

IVth Semester

Paper V: Women and Media (MCJ 405) No. Of Lectures

Unit-1 Gender and Communication - Need for the Study - Gender Values - Feminism - Three waves of Feminism - Gender and Mass Communication in a Global context.

15

Unit-2 Feminist Communication Theories – Structuralism and Feminist Communication Theories, The Structuralism Paradigm, Muted Group Theory, Stand Point Theory - Post Structuralism and Feminist communication Theories, The Post Structuralism Paradigm, Performance and Positioning Theory, Transgender and Cyborg Theories.

20

Unit-3 Communication Organization and Public Sphere - Rethinking Negotialism - Feminist views of Communication Women and International Communication – WIN News, WINGS, FIRE- Women Communicating Globally-Communication, Socialization, Domination - Women & Technology- Multi cultural Literacy.

20

Unit-4 Communicating in Culturally diverse Organizations - Active Research, Implications for Gender- Screening and Reporting Women Violence - News and Mythology of anti Women violence - Women and Crime news- Reforming the news – violence & Women - Feminist Communication Methodology, Structuralism and Methodology - Conversation Analysis - Critical Discourse Analysis- Post Structuralism and Methodology - Post Structuralism Discourse Analysis and Transverse Discourse Analysis

20


15

Total 90Reference Books: 1. Donna Allen; Susan J Kaufman, Ramona, R. Rush (Ed). Women Transforming

Communications. London: Sage Publications. 2. Patritia M Buzzanell. Rethinking organizational and managerial communication

from Feminist perspectives 3. Karen Boyle. (2002) Media and Violence. London: Sage Publications. 4. Marian Meyers. Engendering Blame: News coverage of violence against Women.

London: Sage Publications.5. Pamela Creedon. Women in mass communications 6 Charlotte Krolokke and Anne' Scott Sorensen. (2005). Gender Communication:

Theories and Analyses Sage Publications.

List of topics covered in Practical

25

Semester

Practical

Subject Activities Marks

I I News Reporting & Writing

Writing news stories from media reports and press releases.Learning different beats.Coverage of Special events.Writing Interviews, Special articles. Features.Writing for print & electronic medium.

25

II Editing Marking editing symbolsWriting HeadlinesSummarize / PrécisGrammar & SpellingWriting EditorialTranslation.

25

II III Radio Journalism Writing Radio News. Writing Radio Plays. Writing Radio Interviews. Preparation of Audio Cassettes /CD’s.

25

IV Advertising Preparation of Advertisement LayoutsDesigning Advertisements for Print. Designing Advertisements Electronic Medium. Copy Writing.Advertisement Writing.

25

III V Public Relations Writing Press releases. Preparation of House Journals News Letters. Preparation of Brochures.Writing Case Studies. Planning of PR programme

25

VI Television and Film Communication

Writing Television News ScriptWriting Television ScriptWriting Film ScriptTaking different ShotsCamera Movements

25

Internship in Summer Break

Three to four weeks of internship in any Media organizations/ Public relations departments/ Advertisement agencies, to learn its activities, style and pattern of working.

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* The subject practical examination will be held as part of the internal examination.


Board of Studies

LIST OF EXMINERS AND PAPER SETTERS IN COMMUNICATION AND JOURNALISM

26

1. Professor P.Bobby VardhanChairman BOS & DEAN-Media CellDepartment of Journalism and Mass CommunicationAndhra UniversityVisakhapatnam.

2. Professor Sunil Kant Behra(Former Head & Dean, Tezpur Central University, Assam)Head of DepartmentDepartment of Journalism and Mass CommunicationBerhampur UniversityBerhampur, Orissa

3. Professor NatarajanHead of DepartmentDepartment of Journalism and Mass CommunicationPeriyar UniversitySalem, Tamilnadu.

4. Professor BalaswamyDepartment of Communication & Journalism Osmania University, Hyderabad.

5. Professor V. Durga BhavaniSri Padmavathi Mahila ViswavidyalamTirupathi

6. Professor RamanammaSri Padmavathi Mahila ViswavidyalamTirupathi.

7. Professor D.V.R.MurthyHead of DepartmentDepartment of Journalism and Mass CommunicationAndhra University, Visakhapatnam.

8. Dr. Padmaja ShahDepartment of Visual CommunicationEnglish and Foreign Languages UniversityOsmania Campus, Hyderabad.

9. Dr.Karna MaharajanDepartment of Journalism and Mass CommunicationCalicut University, Calicut.

-1-10. Dr.M.Rabindranath

Associate Professor

27

Department of Journalism and Creative WritingCentral University of Himachal PradeshDharamshala, Himachal Pradesh

11. Dr.Pradeep NairCenter for Media StudiesJamia Milia Central UniversityNew Delhi.

12. Dr.Abhijit BoraHead of DepartmentDepartment of Journalism and Mass CommunicationTezpur Central University, Tezpur, Assam.

13. Dr.Tripura SundariSri Padmavathi Mahila ViswavidyalamTirupathi

14. Dr.NagaratnamHead of the DepartmentDepartment of Communication & Department of Visual CommunicationMadurai Kamraj UniversityMadurai.


Board of Studies

28

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