ymca university of science & technology faridabad

JMC1

YMCA UNIVERSITY OF SCIENCE & TECHNOLOGY

FARIDABAD-121006

(Choice Based Credit System)

(Effective from the Academic Year 2016-2017 onwards)

M.A.(Journalism and Mass Communication)

(Two YearFull Time Programme)

Syllabus and Scheme

JMC2

YMCA University of Science & Technology, Faridabad, Haryana

VISION

YMCA University of Science and Technology aspires to be a nationally and

internationally acclaimed leader in technical and higher education in all spheres

which transforms the life of students through integration of teaching, research and

character building.

MISSION

To contribute to the development of science and technology by synthesizing

teaching, research and creative activities.

To provide an enviable research environment and state-of-the art

technological exposure to its scholars.

To develop human potential to its fullest extent and make them emerge as

world class leaders in their professions and enthuse them towards their social

responsibilities.

JMC3

YMCA University of Science & Technology, Faridabad, Haryana

Humanities and Sciences Department

Vision:

A department that can effectively harness its multidisciplinary strengths to create

anacademically stimulating atmosphere; evolving into a well-integrated system

that synergizes the efforts of its competent faculty towards imparting intellectual

confidence that aids comprehension and complements the spirit of inquiry. To

orient the students to the university ethos that aspires to put technology to the

service of society.

Mission:

● Do spadework to create well-rounded individuals ready to comprehend the

technical challenges offered in the area of specialization.

● To counsel the students so that the roadmap becomes clearer to them and they

have the zest to turn the blueprint of their careers into a material reality.

● To encourage critical thinking and develop their research acumen by aiding the

nascent spirit for scientific exploration.

● Help them take economic, social, legal and political considerations when

visualizing the role of technology in improving quality of life.

● To infuse intellectual audacity that makes them take bold initiatives to venture

into alternative methods and modes to achieve technological breakthroughs.

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PG Programme in Journalism and Mass Communication

Course Objective: To equip students to develop their own short productions. These must

possess considerable market-value or social significance. One major project and at least three

minor projects to be undertaken apart from lab work to acquire skills related to media and media

editing. Also, to impart basic skills and knowledge that helps students to confidently execute

popular performances in their chosen genres.

Programme Outcome:

The students learn competencies and skills required by the media world.

They will be well-integrated in the industry being industry-ready at the outset.

The students would have acquired great confidence by the end of the course, having had

hands-on experience with media softwares, intensive training in Media writing, media

exposure in journalistic writing through informal internships and even experience in

community outreach programmes.

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Scheme

Academic Year I: Semester-I& Semester-II

Semester-I

Course Code

Course Title Credit L T P End –semester Examination

Internal Assessment

Total Category Code

1. JMC-101

Introduction to Media &Communication

4 4 0 0 60 40 100 DCC

2. JMC-102

Media Writing-I 4 4 0 0 60 40 100 DCC

3. JMC-103

History of Journalism 4 4 0 0 60 40 100 DCC

4. JMC-104

Development Communication

4 4 0 0 60 40 100 DCC

5. JMC-105

Labs 10 0 0 20 100 50 150 DCC

6. JMC-106

Minor Project 50 SEC

Total Marks 600

JMC6

Semester-II

Course Code


Internal Assessment

Total Category Code

1. JMC-201

Photography and Visual Communication

4 4 0 0 60 40 100 DCC

2. JMC-202

Media Writing-II 4 4 0 0 60 40 100 DCC

3. JMC-203

TV & Video Production

4 4 0 0 60 40 100 DCC

4. JMC-204

Media Laws & Media Ethics

4 4 0 0 60 40 100 DCC

5. JMC-205

Labs 10 0 0 20 100 50 150 DCC

6. JMC-206


7. JMC-207

Personality Development & Soft Skills (Mandatory Audit Course)

0 3 0 0 50 25 75 MAC

Total Marks 675

JMC7

Academic Year II: Semester-III & IV

Semester-III

Course Code


Internal Assessment

Total Category Code

1. JMC-301

Communication Research & Methodology

4 4 0 0 60 40 100 DCC

2. JMC-302

Media Writing-III 4 4 0 0 60 40 100 DCC

3. JMC-303

Media Governance & Management

4 4 0 0 60 40 100 DCC

4. JMC-304

Elective A1 or A2 (Discipline Electives) A1: Performance Media & Cultural Studies A2: Travel Writing & Documentary

4 4 0 0 60 40 100 DEC

5. JMC-305

Open Elective Courses

3 3

0 0 50 25 75 OEC

6. JMC-306

Labs 10 0 0 20 100 50 150 DCC

7. JMC-307


Total Marks 675

JMC8

Semester IV

Course Code


Internal Assessment

Total Category Code

1. JMC-401

Introduction to Convergent Journalism

4 4 0 0 60 40 100 DCC

2. JMC-402

Advertising & Public Relations

4 4 0 0 60 40 100 DCC

3. JMC-403

Editing in Digital Media Art

4 4 0 0 60 40 100 DCC

4. JMC-404

A1: Feminism and Gender Studies A2: Literature & Cinema

4 4 0 0 60 40 100 DEC

5. JMC-405

Major Project 200 SEC

Total Marks 600

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Course M.A.(Journalism and Mass Communication)

PART-I

(SEMESTER I & II)

2016-2017 SESSION

Semester-I

Introduction to Media & Communication (JMC-101)

Objective:

Make students conversant with various models and theories of communication to help them improve

the quality of their communication by making effective use of media and emphasizing the need to pay

attention to all elements involved in the process for emphatic conveyance of messages.

L T P I.A./Practical: 40 Marks

4 0 0 Theory: 60 Marks

Time Allowed: 3 Hours Max. Marks: 100

Unit-1: Communication: Meaning and definition; Seven C’s of communication; Functions of

Communication; Various forms of communication: Intra-personal, Inter-personal, Group, Public,

and Mass communication; Types of Communication: Verbal and Non-verbal. Mass communication:

Concept and functions; Elements and characteristics of mass communication; Media of mass

communication; Elements of Communication Process; Barriers in Communication.

Unit- 2: Communication Models: Definition and origin; Types of Models ; Powerful, Moderate and

Limited Effects Models ; Models of Aristotle , Dance , Harold Laswell , Shanon and Weaver’s Model,

Theodore M. Newcomb’s Model, Osgood , Wilbur Schramm’s Model , George Gerbner , Westley and

MacLean,Berlo Model, Gatekeeping .

Unit-3: Mass Communication Theories- Theories that relate to relationship between mass

communication and Society: Hypodermal Needle theory, Individual Differences theory, Cognitive

Dissonance theory, Personal Influence Theory, One step flow theory, two step flow theory, Multi-

step flow theory.

Unit-4: Sociological Theories: Cultivation Theory, Social Learning Theory, Agenda Setting Theory,

Play Theory, Uses and Gratification Theory and Dependency theory; Normative Theories:

Authoritarian Theory, Libertarian Theory, Social Responsibility Theory, Soviet Communist Theory,

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Development Media Theory, Democratic Media Participant Theory, Mass Society Theory, Political

Economic Theory, Hegemony Theory and Culture and Semiotic Theory.

Outcome:

1. Students will be conversant with the 7 Cs of effective communication.

2. Students will be able to identify various theories of communication.

3. Assess the impact of media on society.

References:

1. The Process of Communication : D. Berlo

2. Mass Communication Theory: Denis McQuail

3. Theories of Mass Communication: De Fleur and B. Rokeach

4. Communication Models: Denis McQuail

5. Mass Media Today: SubirGhosh

6. Media and Society: R.K. Ravindran

7. Text book of Mass Communication and Media: Uma Joshi

8. Modern Communication Technologies: Y.K. Dsouza

9. Mass Communication and Journalism in India: D.S. Mehta, Allied Publishers Limited

10. Mass Communication in India: Keval J. Kumar, Jaico Publishing House, Mumbai

JMC11

Media Writing-I (JMC-102)

Objective:Make students conversant with pattern, structure and elements of news writing and editing.




Unit-1: Concept of news; Definition of news, News values, The news story structure, 5 Ws and 1H,

The inverted pyramid pattern: Need and Usefulness, The essentials of news writing, Importance of

lead in a story and types of leads; Organization and operations of the newsroom of a daily

newspaper.

Unit-2: Qualities and responsibilities of Sub-editor, chief Sub-editor and News editor

Principles of editing; Editing for precision, accuracy, clarity, brevity, spelling, punctuation and

grammatical errors, Types of editing; Sub-editing: meaning, purpose, traditional and modern

techniques; Difference between sub-editing and proof-reading

Editorial: meaning, significance, types, structure, policy; Contents of editorial page and their

significance; Letters to the editor

Unit-3: Definition and nature of Feature writing

Classification and types of features: News features; personality sketches; biographical sketches,

obituaries; commemorative features; problem features; utility features; hobby features; career

features; lifestyle features; historical features; personal experience features; philosophical features.

Reviews: films, books, the visual and performing arts. Photo features.

Unit-4: Writing the feature: researching the idea, identifying potential markets, developing a slant.

Organization: theme statement, scratch outline, inverted pyramid approach, nut graph andfive-box

approach Composition: writing the title, lead and ending; ensuring readability through

incorporation of action, conciseness, sensory detailing, literary devices, human interest,

humour,illustrations, transition and focus; importance of revising.

Outcome:

1. Learn patterns and structure of news writing.

2. Know the 5 Ws and 1H of effective information gathering and writing.

3. Understand the concept of news value to identify newsworthy stories.

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4. Understand elements of feature writing and learn the ropes of editing.

5. Understand the roles and levels of editorial staff in a news organization.

References

1. News Reporting and Editing: K.M. Srivastava Sterling Publishers, New Delhi.

2. The Professional Journalist: JohnHobenberg Oxford IEH Publishing Company, New Delhi

3. Professional Journalism :VikasPublising House, Sahibabad, Ghaziabad.

4. Functions and areas of Journalism: Y.K.D. Souza

5. The Journalism Handbook: M.V. Kamath

6. Handbook of Journalism: AggarwalVirBala, Gupta V.S.

7. Modern Feature Writing: Dewelt Reddick, Harper, New York.

8. Mass Communication and Journalism in India:D.S. Mehta, Allied Publishers Ltd., New Delhi

9. The Art & Craft of Feature Writing: William E. Blundell. Plume

10. Evans, Harold, (1974), Editing & Design (Five Volumes)(William Heinamann, London),

11. Harold, E. Book one: New Man’s English

12. Harold, E. Book Two: Handling Newspaper Text

13. Harold, E. Book Three: News Headlines

14. Harold, E. Book Four: Picture Editing

15. Harold, E. Book Five: Newspaper Design.

JMC13

History of Journalism (JMC-103)

Objective: Discuss the influence of wars on press, industrialization, colonialism, evolution of journalism

over the historical timeline. Rise of nationalistic press and role of press as the fourth pillar of democracy

is to be discussed.




Unit-1: British Press: 17th century: early restrictions, Aeropagitica

18th century: Stamp Act, The Times of London

19th & 20th century: Influence of WWI and WWII on the press, industrialization

Unit-2: American Press: Colonial newspapers American Revolution (1765 –1783) Revolutionary

role of press,

Party Press (1801- 1833): Dark Ages of journalism

Penny Press (1833-1860); New York Sun, The Tribune.

Civil War Journalism (1860- 1872): Age of reconstruction and financial adjustment

New Journalism (1878): Joseph Pulitzer – New York World,

W.R. Hearst - New York Journal (1890 – 1904)

Unit-3: Indian History: Introduction

The forerunners (1780 – 1818): Hicky and Buckingham

Stage I (1818 – 1868): Early restrictions

Stage II (1869 – 1919): Rise of nationalist press, Vernacular Press Act and other restrictions

Stage III (1919 - 1947): Assertive role of press

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Unit-4: Regional Press:

Stage I (1947-1975)

Growth of press in the Independent India

: 1st Press Commission

: 2nd Press Commission

: Press Council of India

Stage II (1975-date)

: Press during Emergency, Changing media scene post- liberalization.

Media Organizations PIB, DAVP, PTI

Outcome:

1. Students will be able to share the pride in history of journalism and be inspired to adopt a role

that aids democracy, national integrity and international peace.

2. They will understand the significant role of press in national development and as leaders of

public opinion in political affairs.

References:

1. Journalism in India: Parthasarthy, R.

2. Mass Communication & Journalism in India : Mehta, D.S.

3. A History of the Tribune: Ananda, Parkash

4. Mass Communication in India: Kumar, Kewal, J.

5. Modern History of Indian Press: SumitGhosh

6. Basu, Durgada, (1982),The Law of the Press in India, Prentice-Hall, New Delhi.

7. Karkhanis, Sharad, (1981), Indian Politics & Role of the Press, Vikas Publishers, New Delhi.

8. Kubre, Sidney, (1970),Foundations of American Journalism, Greenwood Press, Conn.

9. Mankekar, D.R., (1973),The Press versus the Govt. Indian Book Co, New Delhi.

10. Natarajan, J, (1955)History of Indian Journalism, Publications Division, I & B Min.

11. KC Sharma, & JN Sharma,(2008), Journalism in India: History Growth Development , Oscar

Publications.

12. ShakuntalaRao, (2009),Globalization of Indian Journalism. Journalism Studies, Routledge

JMC15

Development Communication (JMC-104)

Objective:Learn the meaning of sociology, cultural and discuss the origin of various social institutions. To

discuss various models of development communication. Understand the role of mass media in bringing

about social, behavioural change and national development. Learn the role of various international

organizations.Discuss selected approaches to communication planning for policy development.




Unit-1: Sociology: Definition, Nature and scope; Basic concepts: Culture (Meaning, characteristics,

maternal and non- maternal culture, cultural lag) Groups: Definition, characteristics, types-primary

and secondary; in-group and out-group; references group) Socialization (Meaning, process and

agencies) Society; (Definition, characteristics, Types); Social Institutions: Concept; Marriage

(definition and types); Family (definition and functions); Kinship (meaning and functions)

Unit- 2: Cultural Context of Development, Modernisation Models of Development Communication,

Diffusion of Innovations, Dependency/ Structuralist Models, Alternative approaches to

Development, Revival of Modernisation Models, ICT, Internet and Mobile Telephony for

Development, Broadcasting as Public Service, SITE, Kheda Communication Studies, Role of Mass

Media in National Development, the Media and Social Change.

Unit-3: International communication; history of development schools; schools of development

communication; Behavioural Change Theory; Public Information Campaigns ;State sponsored PR

campaigns ; Field Publicity; rural radio broadcasts; Participatory Rural Communication Appraisal

(PRCA); UNDP;Role of UNICEF; World Bank; FAO and other international bodies; Stakeholder

Analysis; Critiques.

Unit-4: Risk communication; Development Communication Policy Sciences; Gender Mainstreaming;

Selected Approaches to Communication Planning for Policy Development; Policy Life Cycle;

Communication for Development (C4D) and e-Agriculture; Information and communication

technologies for development (ICT4D); Global digital divide; New World Information and

Communication Order (NWICO or NWIO); MacBride Commission.

Outcome:

1. Students shall be able to understand the relevance of various social institutions and learn to tap

the efficacy of media in bringing behavioural change.

2. Will be able to understand the aspects of communication for development including life-cycle of

policy development.

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References:

1. Bottomore, T.B. 1972, Sociology: A Guide to Problems & Literature, Bombay: Geprge Allen & Unwin

2. Gisbert, J. 1993, Fundamentals of Sociology, Bombay: Orient Longman 3. Harlambos, M. 1998, Sociology: Themes & Perspectives, New Delhi : Oxford University,

Press 4. Ahuja, Ram: Social Problems in India, Rawat Publications, Jaipur, 1979 5. J.C. Johri: Principles of Political Science, Sterling Publishers, New Delhi

6. A.C. Kapoor : Principles of Political Science, S. Chand & Company, New Delhi

7. David Easton : The Political System, Scientific Book Agency, Calcutta

JMC17

LAB (JMC-105)

L T P End Semester: 100

0 0 20 IA: 50

Credit: 10

L 1-3: Objective: Conduct communication exercise to assess the verity and relevance of various models

of communication. To introduce the students to basics of feature/article writing.

Outcome:

1. Students will be able to adopt the best language practices.

2. Understand the importance of correct body language.

3. Students will be able to develop models based on their environment and find solutions to remove

noise from the channel.

4. Each student will have written an article on Community Development.

5. Students will be able to set agenda for a hypothetical electoral campaign.

L4-6: Objective:Work on a newspaper or a tabloid. Write Different kinds of stories and give

headlines. Come out as a class project.

Outcome:

1. Students will learn to write news stories and give apt headlines.

2. The class will have been able to create/ produce a tabloid/newsletter out of their collective

efforts.

L 7-10: Objective: Teach how to make effective presentations and conduct case studies.

Outcome:

1. Presentations describing history of journalism in India and the World.

2. Case Studies conducted by the students will reveal the editorial policies of the chosen

newspaper under study.

JMC18

Minor Project (JMC-106)

MM: 50

Objective:Discuss some popular comic strips and work of some poplar cartoonists. Understand how

caricature and humour can help political commentary.

Outcome:

1. Come out with a comic strip with thrust on social issue.

2. Develop a PSA on different social issues and awareness programmes.

JMC19

Semester-II

Photography and Visual Communication (JMC-201)

Objective:Discuss the four visual communication routes, principles of photography, anglesof vision,

genres of photography and the principles of photo composition.




Unit-1: Four Visual Communication routes – graphic communication, illustration, film and

animation and photography; theoretical exploration; techniques; digital photography; photography

as visual tool; creative practice

Unit-2: Principles of Photography; Understanding the structure and working of a professional

camera; Major types of camera--Point and shoot, Compact or Auto-focus, Polaroid, Traditional SLR

still professional camera; Types of Camera lenses--Normal, Wide, Tele, Zoom, Fish-Eye.

Unit-3: Angle of Vision; Focal lengths of various lenses and their use in photography. Sources of

Light-Natural and Artificial; Technique and skill of using various light sources and elements to

create special effects; Depth of Field and Depth of focus; Relationship between shutter speed, film

speed and aperture for different genres of photography.

Unit-4: Principles of photo composition--Focal point, Rule of thirds, Straight and Converging Lines,

Diagonal and S-shaped compositions, Repetition and Rhythm, Moving towards the centre; Cropping

and Editing. Text vs Photograph; Essentials of a press photograph; Qualities of a good

photojournalist, Caption Writing; Photo Feature: meaning, characteristics and importance.

Outcome:

1. Students will learn to make use of photography as a visual tool.

2. Learn the techniques of digital photography.

3. Adopt photography as a creative practice equipped with understanding of angle of vision,

focal length, aperture etc.

4. Learn how to write captions.

5. Will have inculcated the habits of a good photo journalist.

References:

1. Digital Photography: Tim O'Sullivan, Brian Dutton and Philip Rayner

2. Creating Digital Content: John Rice & Brian Mckernan

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3. Studying the Media: David E.Reese, Mary E.Beadle, Alan R. Stephenson

4. 100 Ways to Take Better Photographs: Tom Ang

5. Advanced Digital Photography: Katharina Grimme

JMC21

Media Writing-II (JMC-202)

Objective:Inform about sources of news copy; improve editing skills; learning nuances and symbols of

copy marking; understand preparing cut lines.Simultaneously, to teach about graphic designing. Learn

the vocabulary of design; importance of grid system; application of design principles in print layout.




Unit-1: Sources of news copy; editing different types of copy; rewriting ‘mofussil ‘copy

Headlines: significance and functions, typographical patterns of writing headlines, Do’s and

Don’ts of headline writing, headline schedule

Copy marking and editing symbols, Significance of pictures: selection, editing and cropping of

pictures, writing cutlines.

Unit-2:Definition and importance of Graphic design in communication and branding.

Elements of Design: verbal, visual and white space.

Text as a visual element: Design, structure and classification of type; Typographic presentation:

legibility and

appropriateness; text-breakers – typographical devices such as multi-col leads, initial letters (drop

caps and rising caps), sub heads/crossheads/sideheads, pulled quotes, bold paragraphs, italics.

Visual elements: Illustrations - thumbnail graphics, dingbats, infographics, photographs and

images; rules &

borders - column rules, cut offs, dashes & boxes.

Unit-3: Vocabulary of design: Point, line, shape, texture, tone, colour, mass, motion, space, scale

and proportion. Principles of design: Balance and proportion, focus, contrast, movement and

rhythm,

harmony and unity. Importance of a grid system; alignment, gridding, grouping

JMC22

Science of eye movement.

Unit-4: Application of design principles in print layout: Based on balance: symmetrical,

asymmetrical and dissymmetrical layout; Based on contrast – static and dynamic layout;

Based on form – regular and irregular layout

Types of page makeup: vertical, horizontal, diagonal and quadrant, frame, brace,

circus/jazzy; poster front page, signal & text front page.

Mechanics of page makeup

Using computer programs for designing

Outcome:

1. Learn handling of newspaper text.

2. Learn newspaper designing.

3. Learn picture editing.

References:

1. Mintz, Patricia Barnes, (1981). A Dictionary of Graphic Arts Terms. Van Norstand-

2. Reinhold Co., New York.

3. Sutton, Albert A., (1957), Design and Make-up of the Newspaper (Prentice-Hall,

4. New York).

5. Binder, Kate, (1998), Teach yourself Quark XPress. Tech Media, New Delhi.

6. Busch, David D., (1997), Teach yourselfPagemaker. BPB Publications.

7. Davis, Bront, (1998), Teach yourself Photoshop. Hayden Books.

JMC23

TV & Video Production (JMC-203)

Objective:To make the students familiar with working of a TV Studio. Help students learn the handling

of a video camera. Understand all aspects like scripting based on the demands of the genre, lighting

during camera operationsand ultimately, budgeting. Introduce the debate between realism and reality

in representations. Introduce the students to types of documentary. Introducing students to capabilities

of high definition cameras.




Unit-1: Channel Structure and working , Working of a TV studio, Packaging Design and Capsule, Working

of video camera.

Unit- 2: Detailed Scripting of Different Genres, Concepts proposals and Budget, Understanding the use

of lighting for shooting on video format, Exposure, Controlling and Altering light

Unit-3: Documentary debates on realism and Reality, Types of documentary

Unit-4: Introduction to HD/HDV camera, Standard Definition and Hi definition cameras, Advanced

Camera techniques.

Outcome:

1. Students will be able to handle TV/Video production.

2. Students will be able to understand that all presentations are representations and also

appreciate the degrees of realism in the representations of reality.

3. Students will be able to optimally use high definition cameras.

References:

Bill Nicholas. Types of Documentary

JMC24

Media Laws & Media Ethics (JMC-204)

Objective:Make students conversant with Press laws and ethics and principles for journalists. Various

other laws having implications for journalists are also discussed including RTIs, IPRs and those pertaining

to legal procedures. The debate of freedom of expression and its limitations is introduced. The balance

to be struck between artistic expression, censorship and morality is discussed.




Unit-1:Press laws: Defamation Act, Right to Information, Contempt of Court, Official Secrets Act, Copy

Right, Press Council: powers, practices and procedures; Principles and ethics for journalists.

Unit- 2: Freedom of Expression (Article 19 (1) (a) and Article 19 (1)(2), Freedom of Expression and

defamation-Libel and Slander, Media Trials, Issue of privacy and surveillance in society

Unit-3: Intellectual property rights, legality and ethicality of sting operations, ethical issues in social

media, broadcasting bill, NBA guidelines

Unit-4: Self regulation, media content debates on morality and accountability: Taste, culture and taboo,

censorship and media debates.

Outcome:

1. Students shall be able to regulate their writing according to cultural context.

2. Students will learn to earn credibility for their work by respecting copyrights and IPR regime.

3. Students will learn to avoid needless controversy by avoiding libel and slander and be

competent to understand that issues are greater than people.

References

1. Thakurta, ParanjoyGuha, Media Ethics, Oxford University Press, 2009 2. Barry McDonald and Michelle Petheran, Media Ethics, Mansell, 1998 3. Austin Sarat, Where law meets popular culture (Ed.), The University of Alabama Press. 2011 4. VikramRaghvan, Communication law in India, Lexis Nexis Publication, 2007 5. IyerVenkat, Mass Media Laws And Regulations in India- Published by AMIC, 2000 6. William Mazzarella, Sensorium: Cinema and The Open Edge of Mass Publicity

JMC25

LAB (JMC-205)


0 0 20 IA: 50

Credit: 10

L1-3: Objective:Carry out different shooting exercises with students.

Outcome:

1. The students will undertake shooting exercises, submit and exhibit their photos as finished

products.

2. Students will compile and edit their work suggesting apt captions.

3. Come out with a printed booklet of student’s portfolios.

L4-7:

Objective: To teach design of a magazine- print or on-line; drafting of press releases and preparing

brochures.

Outcome:

Students will be able to design brochures and draft press releases.

Come out with an online magazine.

Lab8-10: Objective:Guide the students to make a class project on a topic and ask students to come

out with a web log of the same while using all the writing techniques: covering soft and hard news.

Also, to make use of videos and pictures as a part of the website.

Outcome:

1. Students will collectively accomplish a project covering hard and soft news over the semester.

2. They will learn to incorporate pictures and videos in a website and use this knowledge to create

a website with original work of their own.

3. Students will launch a website with quality content designed by them.

JMC26

Minor Project (JMC-206):

MM: 50

Objective: Make short exercises on news and make a short documentary.

Outcome:Students will be able to produce a collective documentary on one chosen/ selected topic.

JMC27

JMC-207(Mandatory Audit Course in Personality Development & Soft Skills)

Objective:

To prompt introspection and motivate the students to recognize their own strengths and work on

their weaknesses; to offer personality models for them to emulate or avoid; to help them

inculcate agreeable personality traits; introduce them to scenarios where they work in teams,

synergize efforts and take on leadership roles; build confidence for better communication;

sensitize the students to handle differences so they can comfortably traverse heterogeneous

landscapes offered in a multicultural environment.

Personality Development & Soft Skills (MAC- )

L T P No. of Credits: 0

IA: 25



Syllabus

Unit-1: Understanding self: identity and recognition; FFM; Big Five Personality Traits-

OCEAN/CANOE model-Openness to experience, Conscientiousness, Extraversion;

Agreeableness, and Neuroticism- ‘vulnerability’ to ‘emotional stability’; sample items included

under each category –identification and recognition; SWOC/ SWOT model applied to individual

self; personality versus temperament and heritability; Maslow's needs hierarchy; ERG theory;

gender and cultural differences; four types of learning styles; exercises in PD and stress

management.

Unit-2: Introduction to Leadership; Leadership Styles; Managers and Leaders; Stress

Management ; Decision-making; Team-building; Motivation; Personality development tips;

exercises in Leadership and Team building; Group Think; Devil’s advocate; value of dissent;

Brainstorming; Sensitivity Training; entrepreneurship; Leadership and Team-building exercises.

Unit-3: Communication; importance; improving communication skills; Introduction to

Communication – Communication as a process – Communication as a concept – Importance of

Communication – Types of Communication – Effective Communication - The ABCs of

Communication – Model for Communication process – Communication categories – Barriers to

effective Communication.

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Unit-4: Interpersonal Relations; Ego states; Conflict management; formal communication;

informal communication; importance of proper body language; Case Study discussion of some

influential personalities; Preparing for interviews; Appraisal through Mock-interview;

Confidence-building; Debate; Group Discussion; Dialogue; Declamation; Creativity and critical

thinking.

Outcome:

1. The student is familiar with his/her own strengths and weaknesses.

2. The student learns to take on responsibility and motivated towards greater ability for

decision-making.

3. Students learn to value differences, multiple perspectives and value of their own

opinions.

4. This confidence helps the students to handle interpersonal communication well.

References:

Seema Sanghi and Stephen Robbins. Organizational Behaviour. Pearson.

Effective Technical Communication, M Ashraf Rizvi, Tata McGraw-Hill Education, 2005,

1259082512.

Lesikar. Basic Business Communication: Skills For Empowering The Internet Generation. Tata

McGraw-Hill Education, 01-Apr-2005

JMC29

PART-II

(SEMESTER III & IV)

2016-2017 SESSION

Semester-III

Communication Research & Methodology (JMC-301)

Objective: To discuss the objectives and significance of research and details of research plan, alongwith

research methods; sampling, and scaling techniques; data collection tools; discuss case study method;

processing and analysis of data; visual and graphical representation of data; hypothesis testing and data

analysis techniques, including statistical analysis.Discussing Measures of Central Tendency; of

Dispersion; of Asymmetry; of Relationship.




Unit-1: Meaning of Research, Objectives of research, Types of Research, Significance of Research,

Definition of Research Problem, Research Design, Development of Research Plan, Sampling and

Data collection strategies: Types of data: primary and secondary.

Definition and importance of sampling.Types of probability and non-probability sampling.

Unit-2: Measurement Scales, Important Scaling techniques. Data collection tools: Observation,

Questionnaire, Interview, projective techniques, warranty cards, Distributor or store audits, Pantry

audits, consumer panels, use of mechanical devices. Case Study Method

Unit-3: Processing and Analysis of Data: Processing Operations, Types of Analysis, Measures of

Central Tendency, Measures of Dispersion, Measures of Asymmetry, Measures of Relationship

Unit-4: Data Presentation and Analysis: Graphic and tabular representation of data using Word

Excel/SPSS. Levels of Measurement.Reliability and validity.

Hypothesis testing – assumptions and limitations. Using SPSS for elementary descriptive and

inferential statistical analysis.Report writing. Bibliography and Index

Outcome:

1. Students will be able to devise a cogent and coherent research plan.

2. Learn using SPSS for elementary descriptive and inferential statistical analysis.

JMC30

3. They will be able to select and employ research method suitable to their chosen topic/field of

study.

4. They will be equipped with known techniques of data interpretation and analysis.

5. They shall be able to represent the information gathered in visual and graphic formats.

References:

1. Gupta, Santosh. P, (1993), Research Methodologies and Statistical Techniques, Deep and

Deep Publishers, N.D.

2. Yadava, K.N.S and Yadava, Surender S., (1995), Statistical Analysis for Social Scientists,

Manak Publishers, N.D.

3. Johnson, Allan G., (1977), Social Statistics without Tears, McGraw Hill.

4. Wimmer, R. and Dominick, J., (1987), Mass Media Research Methods, Roger Wordsworth

Publishers, London.

5. Lindlof, Thomas R., (1994), Qualitative Communication Research Methods, Sage

Publications, N.D.

6. Stempel, G.H and Westley, B.R, (1989), Research Methods in Mass Communication, Prentice

Hall Inc. N.Y.

7. Berger, Asa A., (2000), Media and Communication Research Methods, Sage Publications,

N.D.

8. Wimmer, R. and Dominick, J., (1987), Mass Media Research Methods, Roger Wordsworth

Publishers, London.

9. Sharma, S.R, (1996), Research in Mass Media, Radha Publications. N.D.

JMC31

Media Writing-III (JMC-302)

Objective: Learning basics of writing for radio; different techniques to be adopted in print writing and

radio writing.Convey guidelines for writing effective copy and teach how to write advertising copy.

Discuss the works of Claude Hopkins and David Ogilvy; learn the importance of branding; Learn the

ropes of writing for the Web.




Unit-1: Basics for writing for Radio; Difference between Print writing and Radio writing, Basics of

TV script writing, PR writing: do’s and dont’s of writing news releases; style and structure of news

release; mechanics of news releases.

Unit-2: Advertising copy writing: Definition; objectives; concept & types of copy format; concept of

copy elements;

AIDA formula & task assigned to each copy element; homework concept; USP; headlines and types

of headlines; weak and strong headlines; copy structure; guidelines for writing effective copy.

Unit-3: Claude Hopkins: Brief Introduction; Hopkins copy writing principles and guidelines:

characteristics of the copy writer; copy writer as communication skill; language content and

presentation of advertising copy; copy formats and appeals to use; copy for me too

products; importance of product name and product quality; advertising as salesmanship;

copy writing as ‘telling the full story’ and ‘sharing information’; significance of data and

research; need for habit creation.

David Ogilvy: Brief Introduction; Ogilvy’s copy writing principles: concepts of homework;

big idea; pursuit of knowledge; brand positioning useful copy formats; guidelines for

writing effective headlines and body copy; copy writing for magazines and direct mail;

importance of brand names; research for copy writing; guidelines for producing effective

advertising and for developing originality.

JMC32

Unit-4: Writing for the Web: Telling the story with multiple images, Similarities and differences in

newspaper writing and web writing, Importance of brevity and providing appropriate links,

Importance of subediting in online media, Headlines for web stories, Different types of stories

online such as print plus, clickable interactives, slide shows, audio narratives, live chats, quizzes

and surveys, animated stories, interactive webcasts,Techniques of writing: The four boxes such as

anecdote, cosmic paragraph, middle and kicker, using quotes & interviews

Outcome:

1. Learn the AIDA formula; USP etc.

2. Learn writing effective copy.

3. Students will emulate the models suggested in the works of iconic advertisement creators.

4. Be able to know the steps involved in creation of an image and brand-building.

5. Students will be able to orient their creativity towards digital publishing and write specifically for

web.

References:

1. Hopkins Claude, (1990), My life in Advertising, Chicago: NTC Publications.

2. Hopkins Claude (1990), Scientific Advertising, Chicago: NTC Publications.

3. Ogilvy, David (1965), Confessions of Advertising Man, London: Longmans.

4. Ogilvy, David (1995), Ogilvy on Advertising, London: Drion

5. Ogilvy, David (1997), An Autobiography.

6. Higgins, Denis (1968), The art of writing Advertising: conversations with the masters

7. of the craft, New York: NTC Books.

8. Valladares, June A (2000), The craft of copy writing, New Delhi: Response Books.

9. Ghosal, fubhash (2002), The making of advertising , New Delhi: Macmillion India

10. Ltd.

11. Jefkins, Frank, (1977), Copywriting & its presentation. International Textbook Co., London.

JMC33

Media Governance &Management (JMC-303)

Objective: To help students visualize the panorama of media world and its organization and functioning.

Convey the role of media in the age of globalization; Multimedia Journalism and its impact on the

world ; Broadcast Production and management.




Unit-1: Multimedia Journalism; Broadcast Production; Research Methods; Contemporary India and

the World; Media Management and Entrepreneurship

Unit-2:Different approaches to management; Global Media Players; India’s Major Media Houses and

their Holdings; Classification of newspapers; Important aspects of newspaper industry in India;

Small and Medium newspapers in India and their constraints; Public Relations & Corporate;

Management of Media Organizations; Handling Twitter/Blogs

Unit-3: Media and Democracy: Beat Reporting, Beats; Oral press briefing; Press conference; Meet

the press; Interview--types, purpose, technique; Press release; opinion poll and exit poll methods;

opinion leadership; Investigative Journalism: sting operations; media control; censorship;

propaganda; crisis reporting; responsible reporting.

Unit-4:Role of Bureau chief; Qualities and responsibilities of a reporter; News Agencies: Role and

importance; Feature: definition, meaning, importance, types; Difference between Article, Feature

and News feature. Hierarchical set-up of editorial wing in a newspaper; Role and responsibilities of

the editor, Deputy editor, Assistant editor and other editorial staff; Role and responsibilities of

News editor, Deputy news editor, Chief-sub-editor & Sub-editors.

Outcome:

1. Students will learn about the major media houses.

2. Learn the significance of Media Management and Entrepreneurship.

3. Students will learn about the economics and political underpinnings of the media world.

4. They will understand the pragmatics of media operations in the global world.

References:

1. KohliVanita , (2003), The Indian Media Business, Sage.

2. Bagdikian Ben H, ( 2004), The New Media Monopoly,.Beacon Press.

3. Redmond James and Trager Robert, (2004), Balancing on the Wire: The Art of

Managing Media Organizations, 2nd ed., Atomic Dog.

4. Croteau David and Hoynes, William (2001) The Business of Media, Pine Forge Press.

5. Cranberg Gilbert, Bezanson Randy, (2001), Taking Stock: Journalism and the

JMC34

Publicly Traded Newspaper, and John Soloski Iowa State Press.Roberts Gene (2001),

Leaving Readers Behind: The Age of Corporate Newspapering,ed. by University of Arkansas

Press.

6. Compaine Benjamin M (2001), Who Owns the Media?., et. al., (3rd ed.,

KnowledgeIndustry).

7. Brants, Kees and Voltm, Katrin (ed) Political Communication in Postmodern Democracy:

Challenging the Primacy of Politics (Palgrave MacMillan: Basingstoke, Hampshire and New York,

2011), Chapter 2.

8. Chomsky, Noam (2004) Media Control: The Spectacular Achievements of Propaganda; Vanguard

Books, Lahore. Chapters 1&2.

9. Cleveland, Harlan (1986) Government is Information (But Not Vice Versa) Public Administration

Review, Vol. 46, pp. 605-607.

10. Curran, James (2011) Media and Democracy, Routledge: London, Chapters 4 and 11.

11. Graber, Doris A., Ed, (1990) Media Power in Politics, Macmillan: New Delhi, Chapters 2:4, 3:1

and 3:3.

12. Gouldner, Alvin W (2002) ―The Communication Revolution: News, Public and Ideology‖; in

Denis McQuail (ed) McQuail Reader; Sage, Delhi.

13. Louw, Eric (2010) The Media and Political Process, Sage: New Delhi, Chapters 1& 2. 12. Mehta,

Nalin (2008) (ed) Television in India: Satellites, Politics and Cultural Change, Routledge: London,

Chapters 3 and 4.

14. Price, Monroe (2002) Media and Sovereignty; MIT Press, London. Chapter 1&3.

15. Needham D, Anuradha and Rajan S, Rajeswari (Ed.), (2007), The Crisis of Secularism in India,

Delhi: Permanent Black, pp. 208-238.

JMC35

Elective: Performance Media & Cultural Studies (JMC-304 A1)

Objective: To convey an understanding of various approaches to theatre; give a historical overview of

Western and Indian theatre; familiarize the students with various forms and periods of performative

art/theatre.




Unit-1: Nature of the performing genre, Performance: space, text, texture and context, historical

understanding of performance based communication; Perspectives on theatre and performance;

historical development of theatrical forms; Folk Traditions.

Unit- 2: Understanding various approaches to theatre, theatre as communication; Historical overview of

Western and Indian theatre; Form and Periods: Classical, Contemmporary, Stylized and Naturalist;

Workshop with students

Unit-3: Theories of Drama: Stanislavsky, Brecht; Bharata; performance appreciation, resistance to

performance, performance ethnography, performance and identity

Unit-4: Text and Performance: Theoretical Forms and Practices: semiotics of performative spaces:

proscenium architecture; amphitheatre; open-air etc.; Voice, speech, gestures and techniques; floor

exercises; improvisation and characterization; Theatrical production: direction; costume; lighting;

backstage support; recording/archiving performance; interviewing performers and data collection

Outcome:

1. Students will be able to identify the different genres of text and performance.

2. They will be able to appreciate the value of historical context in understanding text or

performance.

3. They will be familiar with major folk traditions of Northern India.

4. Students will learn to categorize theatre as Classical, Contemporary, Stylized and Naturalist.

5. Learn various theories of drama.

6. Understand the adaptation of text to performance.

References:

1. Raymond Williams, from ‘Forms,’ in Culture (London: Fontana. 1981), pp. 154-80. 2. Stephen Greenblatt, ‘Introduction’ in Renaissance Self -Fashioning (Chicago: University of

Chicago Press, 1980), pp. 1-9. 3. Alan Sinfield and Jonathan Dollimore, ‘Foreword’ and ‘Introduction’ in Political Shakespeare.

New Essays in Cultural Materialism (Ithaca: Cornell, 1985), pp. vii-viii, 2·17. 29

JMC36

4. Roland Barthes, from Mythologies (New York: Noonday Press. 1972): ‘The World of Wrestling: ‘Novels and Children’, ‘Toys; ‘Striptease’, ‘Photography and Electoral Appeal’, ‘The Lost Continent; Plastic; and ‘The Great Family of Man’; pp. 15-25,50- 5,84-7 and 91-102.

5. Terry Eagleton, Literary Theory: An Introduction. 2nd ed. (Oxford: Blackwell). 6. Brecht Mother Courage & Her Children and epic theatre 7. Readings from Bharata’sNatyashastra

JMC37

Elective:Travel Writing and Documentary (JMC-304 A2)

Objective:Conveying the significance of travel across history. The importance of travel to colonization,

imperialism ,globalization, orientalism and ethnography. Moreover, to share the spirit of adventure and

thrill on one hand and romance on the other that finds expression in a variety of travelogues.




Unit-1: Globalization and Travel: History of Travel and Travel Writing: Itinerary, Silk route, Voyages of

Discovery, brief on orientalism, voyages of discovery and imperialism; Travel and religion

Unit-2: Orientalism and Travel: Orientalism and Post- colonialism: Background, British Orientalsim;

Eastern and Western perspectives; Contents; Colonialism; Definition; Postcolonial identity;

Characteristics; Critical purpose; Notable theoreticians: Frantz Fanon; Edward Said; GayatriSpivak; R.

Siva Kumar; DipeshChakrabarty; Derek Gregory; Postcolonial nations and diasporic identity.

Unit-3: Travel Writing and Ethnography: History and meaning; Origins; Forms of ethnography; Features;

Forms of ethnography; Procedures for conducting ethnography;; Ethnography as method; Data

collection methods; Evaluating ethnography; Challenges of ethnography; Ethics; Examples of studies

that can use an ethnographic approach; Notable ethnographer

Unit-4: Travelogues; Content; Format; Narration and style: ‘traventure’; Travel photography,

documentary and film: key figures and notable examples: Burton Holmes ; André de la Varre ; James A.

Fitzpatrick ;Carl Dudley ; Robert Flaherty ; Eugene Castle; Bill Burrud; Edward M. Newman

Outcome:

1. Students will learn about the critical perspectives on travel and ethnography.

2. Students will learn how travel has shaped history.

3. They will learn about methods of ethnography.

4. They will learn about ethnography and its contribution to imperialist discourses like Orientalism.

5. They will be able to create an itinerary of their own and compose a travelogue.

References:

1. Ibn Batuta: ‘The Court of Muhammad bin Tughlaq’, Khuswant Singh’s City Improbable: Writings

on Delhi, Penguin Publisher Al Biruni: Chapter LXIII, LXIV, LXV, LXVI, in India by Al Biruni, edited

by Qeyamuddin Ahmad, National Book Trust of India

https://en.wikipedia.org/wiki/Ethnography#History_and_meaning

https://en.wikipedia.org/wiki/Ethnography#Forms_of_ethnography

https://en.wikipedia.org/wiki/Ethnography#Procedures_for_conducting_ethnography

https://en.wikipedia.org/wiki/Ethnography#Ethnography_as_method

https://en.wikipedia.org/wiki/Ethnography#Data_collection_methods



https://en.wikipedia.org/wiki/Ethnography#Evaluating_ethnography

https://en.wikipedia.org/wiki/Ethnography#Challenges_of_ethnography

https://en.wikipedia.org/wiki/Ethnography#Ethics

https://en.wikipedia.org/wiki/Ethnography#Examples_of_studies_that_can_use_an_ethnographic_approach



https://en.wikipedia.org/wiki/Ethnography#Notable_ethnographers

https://en.wikipedia.org/wiki/Burton_Holmes

https://en.wikipedia.org/wiki/Andr%C3%A9_de_la_Varre

https://en.wikipedia.org/wiki/James_A._Fitzpatrick



https://en.wikipedia.org/wiki/Carl_Dudley

https://en.wikipedia.org/wiki/Robert_Flaherty

https://en.wikipedia.org/w/index.php?title=Eugene_Castle&action=edit&redlink=1

https://en.wikipedia.org/wiki/Bill_Burrud

https://en.wikipedia.org/wiki/E._M._Newman_Travelogues

JMC38

2. William Dalrymple: City of Dijnn (Prologue, Chapters I and II) Penguin Books Rahul Sankrityayan:

From Volga to Ganga (Translation by Victor Kierman) (Section I to Section II) Pilgrims Publishing

3. Susan Bassnett, ‘Travel Writing and Gender’, in Cambridge Companion to Travel Writing, ed.

Peter Hulme and Tim Young (Cambridge: CUP,2002) pp, 225-241

4. TabishKhair, ‘An Interview with William Dalyrmple and Pankaj Mishra’ in Postcolonial Travel

Writings: Critical Explorations, ed. Justin D Edwards and Rune Graulund (New York: Palgrave

Macmillan, 2011), 173-184

5. Casey Balton, ‘Narrating Self and Other: A Historical View’, in Travel Writing: The Self and The

Other (Routledge, 2012), pp.1-29

6. SachidanandaMohanty, ‘Introduction: Beyond the Imperial Eyes’ in Travel Writing and Empire

(New Delhi: Katha, 2004) pp. ix –xx.

7. Franz Fanon, ‘The Negro and Language’, in Black Skin, White Masks, tr. Charles Lam Markmann

(London: Pluto Press, 2008) pp. 8–27. 2.

8. NgugiwaThiong’o, ‘The Language of African Literature’, in Decolonising the Mind (London: James

Curry, 1986) chap. 1, sections 4–6. 3.

9. Gabriel Garcia Marquez, the Nobel Prize Acceptance Speech, in Gabriel Garcia Marquez: New

Readings, ed. Bernard McGuirk and Richard Cardwell (Cambridge: Cambridge University Press,

1987).

10. Namwar Singh, ‘Decolonising the Indian Mind’, tr. Harish Trivedi, Indian Literature, no. 151

(Sept./Oct. 1992). 2.

11. Sujit Mukherjee, ‘A Link Literature for India’, in Translation as Discovery (Hyderabad: Orient

Longman, 1994) pp. 34–45. 4. G.N. Devy, ‘Introduction’, from After Amnesia in The G.N. Devy

Reader (New Delhi: Orient BlackSwan, 2009) pp. 1–5.

12. Diaspora & hybridity. London: Sage Publications. 3. “The New Empire within Britain,” in Rushdie,

S. (1991).

13. Salman, Rushdie, Imaginary Homelands. London: Granta Books.

14. M. G. Vassanji The Book of Secrets (Penguin, India)

15. Rohinton Mistry A Fine Balance (Alfred A Knopf)

JMC39

Open Elective courses (JMC-305)

IA: 25 L T P

End Semester: 50 3 0 0

Total: 75 marks

Note: Objectives and Outcomes defined for a pool of subjects separately.

JMC40

LAB (JMC-306)


0 0 20 IA: 50

Credit: 10

Objective:Objective: To equip students to cover events related to science and technology. They should

be able to report about new discoveries, inventions and breakthroughs in lucid terms for laymen and

science enthusiasts. The students should be able to create popularity for science through their features

and articles. Their reports should be able to convey the significance of science programmes and even

natural occurrences in simple and accessible language that is reader friendly. Create a science magazine

focusing on new discoveries, innovations and regulations related to scientific transactions.

Outcome:

1. Students will be able to convey knowledge about scientific principles in lucid terms.

2. Students will be able to describe experimental apparatus and devices in clear terms.

3. Students shall be able to write feature articles on science and technology.

4. They shall be able to create popular interest in science.

5. They shall have compiled a science magazine out of their original articles on the subject.

JMC41

Minor Project (JMC-307):

MM: 50 marks

Objective: Guide and help students towards presenting a street theatre performance. Identifying

suitable topic and issue and using theatre as a mode of communication and instrumental in behavioural

change.

Outcome:

1. Students will be able to use folk performance strategies to create interest in their own modern

street theatre.

2. A fusion or experimental theatre may be created that builds upon a spectrum of styles.

JMC42

Semester-IV

Introduction to Convergent Journalism (JMC-401)

Objective:Students will learn about the functioning of cyber journalism and use of internet as a research

tool; learn about Computer Aided Reporting (CAR); History of radio and electronic media; ICT; greater

emphasis on skills in graphic designing and photography.




Unit-1: Cyber Journalism; E-Newspapers; On-line Editions of Newspapers; Merits and demerits of

Cyber Journalism over traditional newspapers and magazines; Socio-economic impact of Cyber

journalism, Use of Internet for Mass Communication Research.

Unit- 2: Computer Aided Reporting: History of CAR, Use of computers for news gathering,

processing and dissemination; Participatory journalism: Traditional and contemporary meaning

Online Journalism: Journalism in ‘real time’, Interactivity & democratizing communication, vertical

to horizontal.

Unit-3: Radio as a means of mass communication; Brief history of Radio from early years to the

present stage; Print vs Electronic Media; Characteristics of Radio;Effects of Radio on society. Public

broadcasting and Private broadcasting systems in India; Radio Broadcasting Systems--MW, SW, FM;

Internet Radio; Satellite Radio; Community Radio, syndication.

Unit-4: Information Communication Technology(ICT); Digital journalism; hypertextuality; on-line

journalism; blogging; Local television; News jobs; Production jobs; On-line convergence; Production

team,VO, SOT, Tag, Electronic news-gathering (ENG) technique, Electronic field production (EFP)

;non-linear editing system (NLE) ; recorded or live television video production; Web Design and

Development; Graphic design; data visualization and infographic design; creating on-line portfolios;

Drawing Apps and Painting Apps for Designers; Best Apps for Graphic Designers; Digital

storytelling, smartphone photography;

Outcome:

1. Students will learn to use the cyberspace for journalism.

2. Use the internet to their advantage and avoid pitfalls of information gathered from unreliable

internet sources.

3. Tap on opportunities offered by the boom in Information Communication Technologies(ICT).

JMC43

References:

1. Understanding Mass Communications: Defleur / Dennis, Goyalsaab Publishers, New Delhi Broadcasting in India: P.C. Chattergee, Sage Publication, New Delhi

2. Broadcast Journalism: Boyd Andrew, Focal Press, London 3. News Writing for Radio and T.V: K.M. Shrivastava, Sterling Publication New Delhi 4. This is All India Radio: P.C. Chattergee, Publication Division, New Delhi 5. News Writing: George A. Hough, Kanishka Publication, New Delhi 6. Baczkowski Pablo J (2004), Digitising the news: Innovation in online newspapers,MIT press. 7. A Journalist's Guide to the Internet: The Net as a reporting tool: Callahan Christopher. 8. Writing for New Media: The Essential Guide to Writing for Interactive Media, CDROM, and the

Web: Andrew Bonim. 9. ABC of the Internet: Crumilish. 10. Information Technology: Danis P. Curtin. 11. Illustrated World of Internet: Anil Madan 12. Ran Micheal, James W Tankard, (2004), Writing for print and digital media withonline

learning centre and power web, McGraw Hill. 13. Allen Stuart, (2006), Online news, McGraw Hill. 14. Callahan Christopher, Leslie Jean Thorton, ( 2007), A journalists guide to internet,Longman. 15. Wilkinson Jeffrey S, August E Grant, Douglas Fisher (2008), Principles

ofConvergentjournalism, Oxford.

JMC44

Advertising & Public Relations (JMC-402)

Objective:Give an introduction to Advertising; compare the use of Print, Electronic and New media

for advertising; enumerate the functions of advertising; Guide the plans for advertising and

marketing mix; discuss advertising as a business; discuss theories of advertising; familiarize the

students with the tools of PR; discuss role of PR in crisis handling and event management.




Unit-1: Introduction to Advertising; Origin and growth of advertising; Types of advertising; Print,

Electronic and New media of advertising. Functions of advertising; Advertising and marketing mix;

Advertising and PR, Advertising as a business; Origin & growth of Ad-agencies; Various

departments in an Ad-agency and their functions; Brief introduction of top National and

International Ad agencies.

Unit- 2: Theories of advertising: Motivation theory, DAGMAR, hierarchy-of-effects; Aida. Consumer

behavior; Advertising appeals and objectives; Planning an ad-campaign, brand management; logo,

packaging , brand image , slogan , trademark ; Media selection; Writing for advertising;

classification of advertising: mediabased, objectives- based, area-based, selective & primary

demand, carrier & non-carrier, spiral of advertising.Concepts of brand image and positioning.

Advertising appeals: definition and kinds of appeals.

Unit-3: Introduction to Public Relations: Meaning and definition; Origin, and growth of PR;

Functions and qualities of a PR executive; PR Media relations; PR-Ad Agencies Relations.

PR, propaganda, lobbying and Publicity; PR in government, private and public sectors; PR publics:

Internal and external; Customer relations, Employee relations; Stock holder relations and PR in

support of Sales; Guidelines for a PRO.

Unit-4: PR and its tools: House journal , annual reportsetc.; Writing for PR; Press Release, media

kits, hand-outs, backgrounders Rejoinders; Organizing media events ; Conferences ; Press briefs

and Meet the press. Basic understanding of Symmetrical and Asymmetrical theories of PR:

Definition; concepts and types. Event management and Crisis management and other allied

disciplines of PR.

JMC45

Outcome:

1. Students will know the survival skills needed for the world of advertising and PR.

2. They will know how to budget ads.

3. They will have the basic knowhow on advertising start-ups.

4. They may be able to establish their own ad-agencies.

5. Learn designing a logo, trademark and slogan.

6. Understand brand image and position.

7. Able to plan an ad-campaign.

8. Employ PR Tools effectively to create goodwill and convey a positive brand image.

9. Employ PR for event management.

10. Employ PR for handling crisis.

References:

1. Advertising: Wright, Winter, Zeigler 2. Creative Advertising: Moriarty, Sandra E. 3. Advertising Principles &Practice: Chunawala and Sethia, K.C. 4. Advertising Writing :Kaith, Hafer W., White Fordo E. 5. The Fundamentals of Advertising: Wilmshurst, John 6. Mass Communication in India: Kumar, Kewal J. 7. Advertising in the Mind of Consumer: Max Suther Land 8. Principles of Advertising: Monle Lee, Johnson, Viva Books Pvt. Ltd. 9. Advertising Management: DavidA.Parker,RajivBatra, Practice Hall M 97,Connaught Circus,

New Delhi. 10. Reading in Advertising: Bellur V.V. Himalaya Publishing Management House, Bombay.

11. Reader in Public Opinion & Mass Communication: Morris, Janowitz and Paul Hirsch (ed.).

Public Relations– A Scientific Approach: Sahai, Baldeo.

12. Handbook of Public Relations in India: Mehta, D.S.

13. Corporate Public Relations: Balan K.R.

14. Public Relations Handbook: Dilenschneider, Robert L. and Forrestal, Dan J.

15. Public Relations Principles Cases and Problems: Moore, Frazier H., Kalupa, frank B

JMC46

Editing in Digital Media Art (JMC-403)

Objective:Introduction to modern editing- its terminology, theory and principles.Teach linear and non-

linear editing tools and techniques; introduction to FinalCut Studio; editing sound and visuals.




Unit-1: Introduction to Editing -bird’s-eye view of the modern editing process and modern editing

terminology, Theory of Editing, Principles of editing - Various principles of Editing like Contrast,

Parallelism, Symbolism, Simultaneity & Leitmotif (Reiteration of theme). Several more principles like

Continuity, Making an edit invisible, Motivation for every edit, Delivering a message, Bearing audio in

mind, editing is creating, Control of Overuse technique or Visual effects.

Unit-2:Linear Editing- History, Early technology, Introduction of computerized systems, Peak usage,

Current usage, Non-Linear Editing- Basic Techniques and History, Linear &Non linear tools ,Script

Analysis by an Editor, Editing Terminology.

Unit-3: Introduction to Final Cut Studio, Styles of Cutting, Rules of Non-linear Editing,

Continuity,Parameters, Visualization,Editing News.

Unit-4: Editing Sound- Introduction, Early talkies, Mechanical Editing, Digital Sound, Animation Sound

Editing,Music Editing, Multitrack Editing, Cutting on Beat off Beat, Basic Visual FX.

Outcome:

1. Students will be conversant with film editing and video editing.

2. Students will learn to edit sound and animation.

3. Students will learn the use of software for editing.

References:

1. Editing Digital Video: The Complete Creative and Technical Guide 1st Edition by Robert M.

Goodman

2. Editing Techniques with Final Cut Pro (Paperback)by Michael Wohl

3. Grammar of the Edit (Paperback) by Roy Thompson (shelved 1 time as video-editing)

4. The After Effects Illusionist: All the Effects in One Complete Guide (Paperback) by Chad

Perkins(shelved 1 time as video-editing)

5. After Effects Apprentice (Paperback) by Trish Meyer (shelved 1 time as video-editing)

6. On Film Editing (Paperback) by Edward Dmytryk(shelved 1 time as video-editing)

JMC47

7. Editing Digital Video: The Complete Creative and Technical Guide (Digital Video and Audio) by

Robert Goodman(shelved 1 time as video-editing)

8. Editing Digital Video: The Complete Creative and Technical Guide (Digital Video and Audio) by

Robert M. GoodmanUnit-1:Basics of Video Editing

JMC48

Elective: Feminism and Gender Studies (JMC –404 A1)

Objective:Discuss the origins and development of Feminist Theory; feminist engagements with other

ideologies and theories; Gender studies and psychoanalytic theory: familiarize and sensitize students to

existence of Third Gender; Queer Theory. Discuss the aesthetic and performative aspects of feminism in

form of Feminist culture; Architecture; Visual arts; Literature; Music; Cinema and mainstream media and

representation of women.




Unit-1: Feminist Theory: First Wave, Second Wave and Third Wave feminism: feminist movement in the

western world, evolution till date, third world feminism.

Unit-2: Movements and Ideologies: Political movements; Materialist ideologies; Black and postcolonial

ideologies; Social constructionist ideologies: Cultural movements

Unit 3:Gender studies and psychoanalytic theory: Third Gender; Queer Theory and Post- feminism:

History of Gender Studies; Post modern influence; Women’s Studies

Unit 4: Media and feminism: Feminist culture; Architecture; Visual arts; Literature; Music; Cinema and

mainstream media and representation of women

Outcome:

1. Students will learn about the performative aspects of feminism in form of Feminist culture;

Architecture; Visual arts; Literature; Music; Cinema

2. Students will learn to make responsible and sensitive representation of women.

3. Students will adopt an inclusive approach to gender rather than exclude the third gender.

4. Their approach to scenarios will be politically correct and their use of language will be

parliamentary and decorous.

References:

1. Judith Butler. Gender Trouble 2. Elaine Showalter, ‘Introduction’. A Literature of Their Own: British Women Novelists from

Bronte to Lessing (1977). 3. Juliet Mitchell, ‘Femininity, Narrative and Psychoanalysis’, in Modern Criticism and Theory: A

Reader, ed. David Lodge (London:Longman, 1988), pp. 426-30. 4. Michele Barrett, ‘The Cultural Production of Gender’.

https://en.wikipedia.org/wiki/Gender_studies#Gender_studies_and_psychoanalytic_theory

https://en.wikipedia.org/wiki/Gender_studies#Gender_studies_and_psychoanalytic_theory

JMC49

5. LuceIrigaray, ‘When the Goods Get Together’ (from This SexWhich is Not One), in New French Feminisms, eds. Elaine Marks and Isabelle de Courtivron (New York: Schocken Books, 1981), pp.107-110.

6. Mahasweta Devi ‘Draupadi’, in Gayatri Chakravarty Spivak, In Other Worlds, pp. 179-96. 7. Virginia Woolf. Chapter 1 and selections from Chapter 3 of A Room of One’s Own

8. (New York : Harvest HGJ, 1957), pp. 3-24 and 48-59.

9. Simone de Beauvoir, ‘Introduction’ in the The Second Sex in New French Feminisms. eds.

10. Sandra Gilbert and Susan Gubar, Chapter 2: ‘The Infected Sentence : Women’s Authorship and

the Anxiety of Influence’ from The Madwoman in the Attic (Yale Univ. Press, 1979), pp. 45-92.

11. Rassundari Debi Excerpts from Amar Jiban in Susie Tharu and K. Lalita, ed., Women’s Writing in

India (Delhi : Oxford, 1989), Vol. 1, pp. 191-202.

12. PanditaRamabai Excerpts from Tharu and Lalita ed. Women’s Writing in India vol. 1, pp. 247-53.

JMC50

Elective: Literature and Cinema (JMC-404 A2)

Objective: students will learn about zones where literature and cinema intersect: they will be made to work towards adaptations; they will be made conversant with the aesthetics of literature and compulsions of cinematography. They will be apprised of the various categories of cinema from mainstream to ideological. They will learn the basics of Film theory including the ‘auteur ‘theory.




Unit-1: Literature and Cinema: adaptations; Aesthetics of literature and compulsions of cinematography;

Theories of Adaptation, Transformation and Transposition ; The ‘Two Ways of Seeing’ ; Adaptation as

Interpretation.

Unit-2: Mainstream Cinema: canons, gender issues; Regional Issues in National Cinema: partition literature and documentary; Folklore Representation in world cinema; Popular versus Art cinema

Unit-3: Ideological cinema: Identity politics, ideology and representation; region , race, caste and gender

in cinema ; postcolonial; war documentaries; Marxist and socialist.

Unit-4: Film theory: auteur; Auteur Theory, author versus auteur;film /text/work; perspectives;montage;

film techniques; experimental cinema; technology and cinema; film review and criticism.

Outcome:

1. Students will be able to intercept the film text.

2. Students will be able to differentiate popular from art cinema and employ suitable yardsticks

while writing their reviews.

3. Students will learn how ideology influences cinematic representations.

4. Students will be able to use the techniques of film narrative including montage and

perspectives.

5. Students will learn the basic theories of film criticism.

6. Students will be able to write film reviews.

7. Students will understand

References:

1. James Monaco, ‘The language of film: signs and syntax’, in How To Read a Film: The World of

Movies, Media & Multimedia (New York: OUP, 2009) chap. 3, pp. 170– 249. 2.

2. William Shakespeare, Romeo and Juliet, and its adaptations: Romeo & Juliet (1968; dir. Franco

Zeffirelli, Paramount); and Romeo + Juliet (1996; dir. Baz Luhrmann, 20th Century Fox).

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3. BapsiSidhwa, Ice Candy Man and its adaptation Earth (1998; dir. Deepa Mehta, Cracking the

Earth Films Incorp.); and Amrita Pritam, Pinjar: The Skeleton and Other Stories, tr. Khushwant

Singh (New Delhi: Tara Press, 2009) and its adaptation: Pinjar (2003; dir. C.P. Dwivedi, Lucky Star

Entertainment).

4. Ian Fleming, From Russia with Love, and its adaptation: From Russia with Love (1963; dir.

Terence Young, Eon Productions).

5. Linda Hutcheon, ‘On the Art of Adaptation’, Daedalus, vol. 133, (2004).

6. Thomas Leitch, ‘Adaptation Studies at Crossroads’, Adaptation, 2008, vol. 1, no. 1, pp. 63–77.

7. Poonam Trivedi, ‘Filmi Shakespeare’, Litfilm Quarterly, vol. 35, issue 2, 2007. 22 22

8. Tony Bennett and Janet Woollacott, ‘Figures of Bond’, in Popular Fiction: Technology, Ideology,

Production, Reading, ed. Tony Bennet (London and New York: Routledge, 1990).

JMC52

Major Project: Communication Research & Methodology- II (405)

Max. Marks: 200

Objective:Under the guidance of the supervisor to prepare a dissertation on any subject chosen which

lies in the domain of communication and media. In this paper we have to come up with an

outcome through research project building upon the lessons learnt in the communication research

and methodology paper that would have already exposed them to the process of research.

Outcome: After conducting guided research and following the methodology discussed, the students will

be able to produce a dissertation on their chosen subject in the domain of media and communication.

This product will have significant social or market value.

ymca university of science & technology faridabad

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