syllabus for master of journalism and … software: ms-office. unit iii detailed study of...

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GULBARGA UNIVERSITY, KALABURAGI

DEPARTMENT OF JOURNALISM AND MASS COMMUNICATION

SYLLABUS FOR

MASTER OF JOURNALISM AND MASS COMMUNICATION (MJMC)

I – IV SEMESTERS (with effect from the academic year 2017-18)

Paper

No.

Title of the Paper Hours of

Teaching

per week

Credits Scheme of Examination Total

Marks

L T P Duration

(in

hours)

Theory/

Practical

IA

I SEMESTER

HC 1.1 Introduction to Mass

Communication and Journalism

3 1 0 4 3 80 20 100

HC 1.2 Reporting Techniques 3 1 0 4 3 80 20 100

HC 1.3 Editing Techniques 3 1 0 4 3 80 20 100

HC 1.4 Information Technology for Media 2 0 2 4 3 80 20 100

HC 1.5a Reporting and Editing (Practice) 0 0 4 4 3 60 20 100

HC 1.5b Lab Journal Production* Viva-

Voce 20

Soft Core Paper (any one)

SC 1.1 Environmental Communication 3 1 0 4 3 80 20 100

SC 1.2 Business Communication 3 1 0 4 3 80 20 100

Total 24 600

II SEMESTER

HC 2.1 Writing for Media 2 1 1 4 3 80 20 100

HC 2.2 Media Laws and Ethics 3 1 0 4 3 80 20 100

HC 2.3 Radio Broadcasting 3 1 0 4 3 80 20 100

HC 2.4 a Radio Broadcasting (Practice) 0 0 4 4 3 60 20 100

HC2.4 b Lab Journal Production* Viva-

Voce 20


SC 2.1 Technical Writing 3 1 0 4 3 80 20 100

SC 2.2 Translation and Journalistic Writing 3 1 0 4 3 80 20 100

Open Elective (any one)

OE 2.1 Communication Skills 3 1 0 4 3 80 20 100

OE 2.2 Advertising and Public Relations 3 1 0 4 3 80 20 100

Note:

1. L : Lecture T : Tutorial P : Practice

2. HC: Hard Core SC : Soft Core OE : Open Elective.

3. * Minimum of four issues of the Lab Journal brought out during concerned Semester

has to be submitted at the time of Viva-Voce.

2

Paper

No.

Title of the Paper Hours of

Teaching per

week

Credits Scheme of Examination Total

Markss

L T P Duration

(in hours)

Theory/

Practical

IA

III SEMESTER

HC 3.1 Media Management 3 1 0 4 3 80 20 100

HC 3.2 Communication Theories 3 1 0 4 3 80 20 100

HC 3.3 Television Broadcasting 3 1 0 4 3 80 20 100

HC3.4a Writing for Television & Production 0 0 4 4 3 60 20 100

HC3.4b Lab Journal Production* Viva-Voce 20


SC 3.1 Development Communication 3 1 0 4 3 80 20 100

SC 3.2 Corporate Communication 3 1 0 4 3 80 20 100

Open Elective Paper (any one)

OE 3.1 Film Studies 3 1 0 4 3 80 20 100

OE 3.2 Political Communication 3 1 0 4 3 80 20 100

Total 24 600

Education Tour is mandatory after III Semester’s Examination

IV SEMESTER

HC 4.1 Communication Research Methods 3 1 0 4 3 80 20 100

HC 4.2 New Media Technology 3 1 0 4 3 80 20 100

HC 4.3 Advertising and Marketing

Communication

3 1 0 4 3 80 20 100

HC4.4a New Media Technology (Practice) 0 0 4 4 3 60 20 100

HC4.4b Lab Journal Production * Viva-Voce 20

HC 4.5 Dissertation 0 0 4 4 IA 20 100 Dissertation 60 Viva-Voce 20


SC 4.1 Photo Journalism 3 1 0 4 3 80 20 100

SC 4.2 Magazine Production Techniques 3 1 0 4 3 80 20 100

Internship in a Mass Media Production Centre for a duration of one month is mandatory

after the IV Semester’s examination.

3

I SEMESTER

HC 1.1 : INTRODUCTION TO COMMUNICATION AND JOURNALISM

Theory: 3 Hours/week x 16 weeks = 48 hours Exam Marks: 80

Tutorial: 1 Hour /week = 2 x 16 weeks = 32 hours I.A. Marks : 20

Objectives:

a. To acquaint the students with Communication process in the light of Communication

theories.

b. To help the students understand Journalism as a profession.

Unit - I Definition, nature and scope of communication, Kinds of communication, Intra-

personal communication, Inter-personal communication, Group communication,

Mass communication, Process of communication.

Unit - II Characteristics of verbal and non-verbal communication, Barriers to

communication, Communication models – Aristotle model, Lasswell model,

Shannon and Weaver model of communication.

Unit - III Definition, nature and scope of Journalism, Journalism as a professional,

Qualification and responsibilities of Journalists, Journalism education in India,

Career opportunities for Journalism students, Trends in Journalism – India and

abroad.

Unit - IV Need for Communication theory, characteristics of communication theory, Types of

communication theory - Normative theories of media, Development theory,

Democratic participatory theory, Diffusion theory, Gratification theory, Marxist

theory, Social Construction of reality.

Unit - V Media convergence, Foreign Direct Investment, Impact of globalization on media,

Media imperialism, Ethics of Communication and Journalism.

References:

Sl.

No

Author(s) Title Year Publication Details

1 Denis McQuail Mass Communication Theory 2004 Sage Publ., Delhi

2 Werner Severing

J and James W.

Tankard

Communication Theories, origin,

methods and uses.

1988 Longman Publ.,

3. Keval J. Kumar Mass Communication- a critical

analysis

4. M.V. Kamat Professional Journalism

5. Ahuja B.N. Theory and practice of Journalism

6. John Hohenberg Professional Journalist

7. Nadig

Krishnamurthy

Journalism in India University of Mysore

Press, Mysore

4

HC 1.2 : REPORTING TECHNIQUES


Tutorial: 1 Hour/week = 2 x 16 weeks = 32 hours I.A. Marks : 20

Objectives:

a. To help students understand different types of news reporting.

b. To impart required skills for reporting various types of news / events.

Unit - I Understanding news: definitions, purpose and importance of news. Qualities of

news – accuracy, clarity, objectivity, balance, directness etc. Elements of news,

changing values of news, sources of news and Special Correspondents and Foreign

Correspondents.

Unit - II Concept of Reporting. Reporting for print and electronic media. Principles and

techniques of reporting. Qualifications and responsibilities of a Reporter.

Unit - III Routine Reporting: Crime, Politics, Speech, Sports, Development, Economics,

Environment, Legislature, Judiciary. Foreign affairs. Techniques of Interviewing.

Unit - IV Specialized Reporting: In-depth analysis of events and individuals, Investigative

reporting, Advocacy reporting, Legislative reporting, Judicial reporting, Celebrity

reporting, Communal riots, ethical issues (with relevant examples). Special

reporting: Agriculture, drought, floods and other natural calamities.

Unit - V Ethics of reporting, constraints of reporting, Internal and external pressures.

Status of Indian news reporting (with relevant examples). Trends in Reporting and

Gate keeping. Citizen Journalism.

References:

Sl.

No


1. Ahuja, B.N. and

Chhabra, S.S.

News Reporting.

2. Mames M. Neal and

Suzanne S. Brown

News Writing and Reporting

3. Williams P.N. Investigative Reporting and

Editing.

4. Fedler F. Reporting for Print Media.

5. Mitchell V. Charnley Reporting.

6. Kamat M.V. Journalists Hand Book

7. Kamat M.V. Professional Journalism

8. Srivastava K.M. News Reporting and Editing

9. Ranganath Rao G.N. Patrikodhyama Kamadhenu Publ.,

Bangalore

10 Mahesh Chandra Guru

B.P.

Abhivruddhi Samvahana

mattu patrikodhyama

Karnataka Madhyama

Academy, Bangalore

5

HC 1.3 : EDITING TECHNIQUES



Objectives:

a. To help students to acquire skills of writing an error free news item.

b. To help students learn to use of various software for designing attractive newspapers

and magazines.

Unit – I Organization of a traditional newspaper, structure of an Editorial department.

Hierarchy and division of work. Edition planning, split editions, shifts and

coordination, relation of editorial department with other departments. Gatekeeping

function. Role and responsibilities of Editor, Chief Sub-editor and Sub-Editor.

Unit - II Principles and techniques of Editing, checking facts and figures, Editing process.

Rewriting techniques, basic editing tools, preventing slanting of stories, editing and

proof reading symbols.

Unit - III Concept of Headline, features of headline, types of headline, techniques of headline

writing, avoiding bad phrases, trends in headline writing.

Unit - IV Concept of Editorial, need for an Editorial, types of Editorials, techniques of

writing Editorials, qualifications of Editorial Writer, Ope-Ed page, contents of

Editorial page.

Unit - V Newspaper & Magazine design: Concept of design, functions of design, scientific

designing of newspapers and magazines, principles of newspaper design, mage

organization; Basic elements: typography (font size, leading, kerning), use of

colour, column and grid structure, page layout. Special page designs, photos,

picture editing, features of software: FrontPage, Corel Draw, Photoshop, In-desire.

Trends in designing and and editing of news papers and magazines.

References:

Sl.

No


1. Bruce II Westley News Editing.

2. Chandra R.K. Handbook of Modern Newspaper

Editing and Production

Mangalam Publ.

3. Parthasarathy

Rangaswami

Basic Journalism McMillan India Ltd.,

New Delhi

4. Saxena Sunil Headlines writing Sage Publ.

5. Quinn Digital Sub-editing and design. 1999 Sage Publ,., New

Delhi

6. Joseph Outlines of Editing Anmol Publ., New

Delhi

6

HC 1.4 : INFORMATION TECHNOLOGY FOR MEDIA (Theory)


Practical: 2 Hours/week = 4 x 16 weeks = 64 hours I.A. Marks : 20

Objectives:

a. To help the students understand fundamentals of Information Technology.

b. To acquaint the students in theoretical and practical applications of Information

Technology in media.

Unit – I Information Technology: Components. Computer basics: Evolution, types of

computers, Hardware: Components of a computer and peripherals, Input Devices:

Keyboard, Mouse, Touch Screen, Scanners : Types of Scanners. Output devices:

Printers, Monitor and other devices. Primary Memory: RAM, ROM, Cache

Memory. Secondary Memory devices: Hard Disk, Pen Drives, CD/DVD etc.

Unit II Computer Software: definition, Systems software and application software.

Operating Systems: MS-WINDOWS, UNIX / LINUX.

Compilers, Interpreters. Application Software: MS-OFFICE.

Unit III Detailed study of MS-WINDOWS, Salient features of MS-Word, MS-Excel, MS-

Power point. Application of these software in media.

Unit IV DTP and Multimedia: Introduction to DTP; Characteristics and elements of

Multimedia. DTP software: Nudi, Quark Express, Corel Draw, Photoshop.

Computer applications in print and electronic media

Unit V Introduction to Networking: Definition of concept, LAN, WAN, MAN.

Origin and development of Internet. Internet based services. Latest developments

in Computer hardware and software.

HC 1.4 : INFORMATION TECHNOLOGY FOR MEDIA (Practical)

1. Familiarity with the hardware and operating system. Hands on experience in features of

MS-WINDOWS.

2. Hands on experience in creating and editing documents in MS-WORD.

Creating a worksheet in MS-EXCEL. Generating different types of graphs, charts etc.

Preparation of slides in MS-POWERPOINT using advanced features.

3. Hands on experience in editing documents using any one of the following:

Nudi, Quark Express, Corel Draw, Adobe Photoshop.

Note: Submission of Practical Record is compulsory at the time of Practical Examination

References:

No Author(s) Title Year Publ.Details

1. Adobe Photoshop. Techmedia

2. Jaiswal A. Fundamentals of InformationTech. today. Wiley.

3. Rajaraman, V. Fundamentals of computer Prentice-Hall

of India

7

4. Singhal R. Computer application for Journalism. Ess Ess Publ.

5. Chetan

Srivastava

Introduction to Information Technology Kalyani Publ.,

Delhi

6. Michael Miller Absolute beginner’s guide to computer basics

7. Gary B. Shelly,

Thomas J.

Cashman &

Misty E.

Vermaat.

Discovering Computers 2007: a gateway to

information.

HC 1.5 (a) : REPORTING AND EDITING (PRACTICE)

Exam Marks: 60


Objectives:

a. To impart practical skills to students in reporting news for print and electronic media.

b. To impart practical skills to students in Information Technology applications in media.

1. Writing five letters to Editors

2. Writing (i) News Reports, (ii) Features, (iii) Profiles, (iv) Crime Reports, (v) Social

Event, (vi) Reporting success stories of Farmers, (vii) Judiciary; (viii) Legislature.

Preparation of Interview Schedule to interview high profile personalities.

3. Writing an Editorial. Preparing a News report which includes photos, captions, headline

etc.

4. Writing different types headlines. Editing news using editing symbols.

5. Writing different types of Captions.

6. Hands on experience with Adobe Photoshop, Corel Draw.

Note: Submission of Practical Record is compulsory at the time of Practical Examination.

HC 1.5 (b) : LAB JOURNAL PRODUCTION (VIVA VOCE)

Max. Marks: 20

The students have to produce all the Lab Journals they have brought out by their team during

MJMC I Semester. Viva-Voce will be conducted by the Examiners based on the evaluation of

Lab Journals.

SC 1.1 : ENVIRONMENTAL COMMUNICATION



Objectives:

a. To help the students understand the importance of environmental issues.

b. To impart training to students to effectively communicate on environmental issues.

8

Unit – I Concept of Environment, nature and importance of Environment for development.

Environmental hazards. Pollution – natural and man-made. Global warming,

climate change, need for Environment protection.

Unit - II Regional, National and International Environmental issues and concerns.

Environment Movement in the world and India. Environment protection programs

in India and abroad.

Unit - III Concept of Environmental communication, need for Environmental

communication, role of media in protection of environment. Major Environment

communication campaigns. Qualifications and responsibilities of Environment

Reporter.

Unit - IV Earth Summits. International agreement on Environmental protection, Laws

concerning Environment, problems in safeguarding the system.

Unit - V Concept of Environmental Reporting. Environmental reporting in print and

electronic media. Case studies of major environmental issues and movements in

India and abroad. Role of Social media in Environmental protection. Ethical

dimensions of Environmental communication.

References:

Sl.

No


1. Edward Gold Smith &

Nicholas Hildyard

(Editors)

The Earth Report. 1988 Oxford Univ. Press,

London

2. Susan D. Lanier and

Graham (Eds)

The Ecology of War. 1993 Walker Publ., New

York

3. Kiran B. Chhokar,

Mamata Pandya and

Meena Raghunathan

(Eds)

Understanding Environment. 1999 Sage Publ., New

Delhi

4. Kanchan Choptra & S.

C. Gulati (Eds)

Migration, Common Property

Resources and Environmental

degradation.

2001 Sage Publ., New

Delhi

5. B.P. Mahesh Chandra

Guru

Grassroots Development

Communication

6. Katar Singh and

Vishwa Ballabh

(Editors)

Co-operative Management of

Natural Resources


Delhi

7. Ashok Kotari, Neema

Pathak, R.V.

Anuradha and Taneja

Sansuri (Editors)

Communication and

Conservation.

2004 Sage Publ.,

New Delhi

8. Roger Jefferry and

Nandini Sundar (Eds)

A new Moral Economy for

India’s forests.


Delhi

9. Jyoti Parikit (Editor) Sustainable management of 2002 Sage Publ., New

9

Wetlands. Delhi

10. Uday Shahay (Editor) The Indian media, illusion,

delusion and reality.

2006 Roop & Co., New

Delhi


Guru

Development Communication

and Journalism

Karnataka Madhyama

Academy, Bangalore

SC 1.2 : BUSINESS COMMUNICATION

Theory: 3Hours/week x 16 weeks = 48 hours Exam Marks: 80


Objectives:

a. To familiarize the students in basics of business and business management.

b. To impart training to students to communicate business information effectively

in print and electronic media.

Unit – I An overview of economic policies in India, Indian economy in the age of

globalization. Salient features of Corporate houses. Salient features of Companies

Act, Labour Act of Central and State Governments. Chambers of Commerce,

Concept of Share Market. Analysis of Budget.

Unit - II Concept of Business Communication, need for business communication, principles

of business communication, Business management communication approaches in

India and abroad. Qualifications and responsibilities of a Business Correspondent.

Unit - III Applied Business Communication: Oral and written communication for business

management, Electronic communication for business management. Role of social

media in business management.

Unit - IV Business Communication skills: Case method of learning, Presentation skills,

Negotiation skills. Event management for business promotion. Inter-cultural

communication for business management.

Unit - V Types of Business Communication: Business correspondence, Business reporting,

Business analysis, Business proposals and formal reports. Preparation of Business

Reports and Annual Reports. Ethics in business communication, Research in

business management.

References:

Sl.

No


1. Harcourt J. (Editor) Business Journalism 1991 South-Western Publ.,

Ohio, USA

2. Uday Sahay Making News: Handbook of the

Media in contemporary India.

2006 Oxford Publ., New

Delhi

3. Raymond Lesik (Ed) Basic Business Communication. 2000 Tata McGraw Hill,

New Delhi

4. Chaturvedi B.D. (Ed) Business communication: 2001 Pear Edu., New Delhi

10

Concept, cases and applications.

5. Sundar Rajan (Editor) Effective Business

Communication.

2001 Suraj Publ., New

Delhi

6. Tole and

Chandragadkar

Business Communication

Theory.

7. Venkateshwaran How to excel in Business

Journalism.

8. Nirma Singh Business communication:

principles, methods and

techniques

2002

9. Vanita Kohli and

Khandekar

The Indian Media Business. 2006 Sage Publ., New

Delhi

II SEMESTER

HC 2.1 : WRITING FOR MEDIA (Theory)



Practical: 1 Hour/week= 2 x 16 weeks = 32 hours

Objectives:

a. To familiarize the students with writing skills for media.

b. To impart skills to write reports for print and electronic media.

Unit – I Need for Reporting. Specialized reporting. Problems in reporting. Writing

features, articles, editorial. Types Features: news, historical, travel, profile, science.

Unit - II Column writing; Editorial writing; Types of Editorials; Interviews; middle articles;

Letters to the Editor. Kannada Press, History of Kannada Press; Important

personalities in Kannada Press.

Unit - III Column writing, editorial writing, types of editorial; writing different types

Reviews, Adding Photographs : legal aspects and trends in photography.

Unit - IV Writing for Radio: principles of scripting for Radio, developing themes, Language

for Radio; programmed formats and script for Radio.

Unit – V Television as a medium of mass communication. Salient features of Television.

Television broadcasting in India. Sources of idea for writing script. Nature, types

and characteristics of Television script.

HC 2.1 : WRITING FOR MEDIA (Practical)

1. Writing Five Features in science, travel, natural calamity, cinema.

2. Preparation of an Interview Schedule to interview a prominent political personality.

3. Writing five Editorials for a Kannada Newspaper / English Newspaper

4. Writing a Film Review and a Report on Art Exhibition.

11

5. Collection and inclusion of relevant photographs in above mentioned articles / features.


References:

Sl.

No


1. Nadig Krishnamurthy History of Indian Journalism Univ. of Mysore,

Mysore

2. Kenneth Kobre. Photojournalism: the

Professional approach.

2000 Focal Press, London

3. Nadig Kishnamurthy Bharatheeya Patrikodhyama 2006 Karnataka Madhyama

Academy, Bangalore

4. N. Poornima Aadhunika samvahana

madhyamagalu mattu kannada

abhivriddhi.

2003 Prasaranga, Kannada

University, Hampi

5. Seetharama Shashtri Kannada Patrikodhyama: ondu

parichaya.

Karnataka Madhyama

Academy, Bangalore

6. Co. Channabasappa Prajathantragalalli patrikegala

paatra.

Karnataka Madhyama

Academy, Bangalore

7 Robert Hellard Writing for TV and Radio

8 Evans Radio and guide to

Broadcasting techniques.

HC 2.2 : MEDIA LAWS AND ETHICS



Objectives:

a. To create awareness among students about Right to communicate and ethics to practice

in Journalism profession.

b. To acquaint them with legal aspects of Journalism as a profession.

Unit – I Salient features of Indian Constitution. Preamble, Directive Principles of State

Policy. Media and Democracy. Concept of media freedom. Fundamental rights

and duties of Media.

Unit – II Freedom of Speech and Expression in India. Reasonable restrictions. Case Laws,

Right to Information Act 2005 and its implication. Right to knowledge, Role of

media in upholding freedom of speech and expression.

Unit - III Important Laws: Defamation, Contempt of Court, Legislature, Official Secrets Act,

Intellectual Property Rights, Copyright and Piracy. Right to Privacy. Working

Journalists Act, 1956. Books and Newspapers Registration process. Press

12

Commission and Press Council of India.

Unit - IV Ethics: Sting operationandits impact, Code of Ethics, Code of Professional

Organizations. Functions and performance of the Press Council of India: case

study.

Unit - V Laws related to FDI in media, Cyber Laws in India. Cyber security concerns,

preventive measures, Penalties for cyber crime. Protection for Journalists.

Information Technology Act, 2000 and amendments.

References:

Sl.

No



Guru and H.K.

Mariswamy

Globalization and

Communication Policy in India

Concept Publ., New

Delhi

2. K.S. Padhy Battle for Freedom of Press in

India.

3. Crone Law and the Media: an

Everyday Guide for

Professionals.

4. K. S.Venkataramaiah Mass Media Laws and

Regulations in India

5. K.S. Venkataramaiah Freedom of Press: some recent

incidents.

6. T.N. Trekha The Press Council.

7. J.G. Blumer Television and the Public

Interest.


Delhi

8. D.D. Basu Law of the Press 2002 Prentice Hall, New

Delhi

9. Justice Yatindara

Singh

Cyber Laws 2005 Universal Law Publ.,

New Delhi

10. N. Kaushgal Press and Democracy 1997

11. S.K. Aggarwal Media and Ethics

HC 2.3 : RADIO BROADCASTING



Objectives:

a. To make the students realize the importance of Radio as a major means of mass

communication.

b. To help them gain knowledge in Radio Broadcasting process and understand the

impact of various external factors on Radio Broadcasting.

Unit – I Evolution and development of Radio broadcasting in India. Salient features of

13

Radio broadcasting.. Principles and Policies of Radio broadcasting in India.

Unit – II Types of Radio Programmes: Radio Talks, Radio Interviews, Radio discussion,

Radio Features, Radio Special Audience programmes, Agriculture programme,

Programmes for Women, Children, Youth, News Reels. Phone-in-programme.

Unit - III Radio Broadcasting formats, Radio programme production techniques, Principles of

Radio Script Writing, Major types of Radio scripts, Editing for Radio, dubbing and

mixing.

Unit - IV Equipment: Various sound equipment: Microphones, types of microphones,

outside broadcast, sound editing, audition, audacity, digital broadcasting

technologies. Audience research.

Unit - V Impact of globalization on Radio broadcasting: Foreign Direct Investment, FM

Radio, Community Radio, Public Service Broadcasting. Trends in Radio

broadcasting.

References:

Sl.

No


1. Arvind Singhal,

Michel J. Curdy and

E.M. Rogers (Editors)

Entertainment Education and

Social change.

2003 Lawrence & Bouns

Assoc., New York

2. P.C. Chatterji Broadcasting in India 1991 Sage Publ., New

Delhi

3. B.S. Chandrashekhar Changing preferences: the

Indian experience in Public

Service Broadcasting.

1999 AMIC, Singapore

4. D.E. Fossad, E.J.

Baptiste.

Interactive Radio instruction. 1984 USIAD, Washington

5. Erta D. Fossard and

E.J. Baptiste

Writing and producing Radio

dramas

2005 New Delhi

6. H.R. Luthana Broadcasting in India 1986 Publication Division,

Govt. of India, New

Delhi

7. J.C. Mathur and P.

Neuratha

An Indian experience in Farm

Radio: Rural Forums

1959 UNESCO, Paris

HC 2.4 (a) : RADIO BROADCASTING (PRACTICE)

Practical: 4 Hours/week = 8 x 16 weeks = 128 hours Exam Marks: 60

I.A. Marks : 20

Objectives:

a. To impart technical skills to students in the use of various equipments.

b. To impart practical skills to students in the preparation and broadcasting of Radio

Programmes.

1. To familiarize oneself with various equipment essential for radio broadcasting.

14

2. Planning and Script writing for programme for (i) Women, (ii) Children, (iii) Farmers.

(iv) Youth

3. News writing for Radio. Radio Feature. Radio Documentary.

4. Recording the script. Editing. Dubbing and mixing.

5. Planning for broadcasting Phone-in-Programme.



Max. Marks: 20


MJMC II Semester. Viva-Voce will be conducted by the Examiners based on the evaluation of

Lab Journals.

SC 2.1: TECHNICAL WRITING



Objectives:

a. To acquaint the students with basics of technical writing.

b. To impart skills required for technical writing.

Unit – I Nature and scope of technical writing. Difference between technical writing and

other forms of writing. Types of Technical Reports: Project proposals, Project

abstracts, Project documents and Manuals : technical, installation and end-user.

Unit – II Principles of technical writing. Styles in technical writing. Clarity, precision,

coherence and logical sequence in writing. The Writing process: aim of writing,

gathering the facts / data, target group, document design, writing technique, writing

the draft; Draft revision. Tables graphics and illustrations.

Unit - III Technical writing team: Role of technical document editors, writers and managers.

Document testing and revision. Qualifications of Technical Writer and Editor.

Unit - IV Editing the technical documents: The technical editing process. Review of

document aim, content and its organization. Editing for accuracy of technical

details, language style and usage. Online editing.

Unit - V Use of software for writing and editing of technical reports. Electronic publishing.

Hands-on assignment of writing different types of Technical reports.

References:

Sl.

No


1. Gerald S. Aired,

Charles T., Brusaw

and Walter E. Oliu

St. Martin’s Handbook of

Technical Writing.

St. Martin’s Press,

London

15

2. David Ingre Survivor’s Guide to Technical

Writing.

South-Western

Educational

Publishing, London

3. Bruce Ross-Larson Writing for the Information

Age.

W.W. Norton and

Routledge.

4. Matt Young Technical Writer’s Handbook:

writing with style and clarity

University Science

Books, New York.

5. Brain R. Honaway Technical Writing Basics: a

guide to Style and Form.

6. William Sanborn

Pfeiffer

Technical Writing: a practical

approach. 5 Ed.

Prentice-Hall, New

York

SC 2.2 : TRANSLATION AND JOURNALISTIC WRITING



Objectives:

a. To create awareness among students about the importance of translation.

b. To impart knowledge about the Journalistic writing.

Unit – I Translation: definition, importance, types of translation, process of translation, tools

of translation, translation in the globalization era. Theories of translation. Qualitites

of translation. Qualifications of Translator. Translation as an Art and Science.

Unit – II Translation for the media: Elements of media translation. Techniques of translation

for media. Challenges of translation between Vernacular languages and English and

vice versa for print and electronic media.

Unit - III Translating Advertisements, translating Press Releases. Arts and Literary

translations. Science and Technology translation.

Unit - IV Journalistic writing: Qualities of Journalistic writing. Similarities and differences

between Journalistic Writing and Literaray writing. Difference among News

writing, Feature writing, Article writing, Column writing and Editorial writing.

Unit - V Translation exercise. Practical Exercise in translation for Print media and Practical

exercises for Journalistic writing. Basics of References.

References:

Sl.

No


1. Madhall Mchuhan Understanding Media Rantidge Classics.

2. Transk R.L. Language Basics

3. David Chandar Semiothes: the basics. Foundation Books,

New Delhi

4. Chidananda Murthy

M.

Bhaasha vignanada moola

thatwagalu.

DVK Murthy Publ.,

Mysore

16

5. Steiner G. Aspects of Language and

Translation.

Oxford University

Press, Oxford

6. Christina Schaeffineo Media and translation. Scholars Publ.,

Cambridge

7. Angela Phillips Good writing for Journalists Sage Publ., New

Delhi

OE 2.1 : COMMUNICATION SKILLS



Objectives:

a. To make students aware of importance of effective communication in one’s life.

b. To make students develop inter-personal skills and leadership qualities.

Unit – I Communication : definition, importance and function of communicatin. Elements

and process of communication. Communication Models.

Unit – II Levels of communication: Intrapersonal, Interpersonal, Group and mass

communication. Verbal and Non-verbal communicatioin. Intercultural

communication.

Unit - III Applied communication: Written and Oral Communication. Presentation skills.

Role of communication in enhancing one’s Negotiation skills and Event

management skills.

Unit - IV Art of public speaking: techniques of interpersonal relationships. Art of writing

Business and Personal letters, Art of Journalistic writing, News, articles, Features,

Science writing, Editorial writing, Humorous writing, Interview technique, Group

dynamics, Leadership styles.

Unit - V Importance of good communication in one’s life; Improving one’s communication

skills, elements of technical writing, preparing CVs.

References:

Sl.

No


1. Werner Severin J. and

James W. Tankard

Communication theories:

origin, methods and use.

1988 Longman Publ.,

Singapore

2. Chris Cole Communication skills.

3. Denis Mc Quail and

Ven Windah S.

Communication models for the

study of Mass Communication

Longman Publ.,

Singapore

4. Srinivas R. Melkote Communication for

development in the Third world.


Delhi

Personality Development:

Every Manager’s Desk.

Reference Series. Vol. 1 -3.

Techmedia Publ.,

New Delhi

17

5. Uma Narula Theories of Mass

Communication

6. Somashekhara Rao Samvahana kale.

7. Niranjana Vaanalli Parinaamakaari Samvahana

kale.

8. B.S. Chandrashekhar Adhunika samooha

maadhyamagalu.


Guru and B.K. Ravi

Managerial communication for

modern organizations.

2016 Concept Publ., New

Delhi

OE 2.2 : ADVERTISING AND PUBLIC RELATIONS



Objectives:

a. To familiarize students about the concept and process of advertising.

b. To create awareness about the importance of public relations for success

of an organization.

Unit – I Advertising: definition of the concept, evolution of advertising in India and World,

nature, scope and functions of Advertising. Types of Advertising. Role of

Advertising in modern society. Planning advertisement for print and electronic

media.

Unit – II Advertising Agency: definition of the Concept, structure of Advertising Agency,

different departments and functions of Advertising Agency. Major Advertising

Agencies in the World and in India.

Unit - III Advertising Campaign and Research: Need for Advertising Campaign, techniques

of Advertising campaign management, process of Advertising Campaign. Need

and functions of Advertising Research.

Unit – IV Public Relations (PR): definition of PR, relevance of PR in modern society.

Principles of PR, Qualities of Public Relations Officer. Differentiating PR from

propaganda, advertising and publicity.

Unit – V PR process: fact finding, planning, implementation and evaluation. Organizational

structure of PR Department and its functions. In-House Department and PR

Counseling Firms: advantages and limitations. Ethics of PR Advertising and Public

Relations. Trends in Advertising and Public Relations.

References:

Sl.

No


1. William Wells (Ed) Advertising: principles and

practice.

2001 Prion Books, London

2. Marla R. Staffer (Ed) Advertising promotion and new

media.

2001 Times Mirror Co.,

New York

18

3. Bir Singh (Editor) Advertising management 2000 Anmol Publ., New

Delhi

4. Burfert Morlat Wells

(Editor)

Advertising: principles and

practice.

2003 Prentice-Hall of

India, New Delhi

5. S.A. Choonawala and

K.C. Sethia

Foundations of Advertising:

theory and practics

2005 Himalaya Publ.,

Bangalore.

6. George E. Belch Advertising and promotion: an

integrated marketing

communication perspective.

2004 Tata McGraw Hill,

New Delhi

7. Otis Baskin and Craig

Aronoff (Editors)

Public Relation: the profession

and the practice.

2000 Times Mirror Co.,

USA

8. Allen H. Centre (Ed) Public relations practices 2003 Prentice Hall Inc.,

New Delhi

III SEMESTER

HC 3.1 : MEDIA MANAGEMENT



Objectives:

a. To acquaint the students with principles of media business management.

b. To impart knowledge of organizational structure and management of media institutions.

Unit – I Basics of Management: Concept of Management. Classical and modern

approaches to management. Principles of management. Factors influencing Media

management and application of Management techniques in media institutions.

Unit – II Fundamentals of Media Management: Organizational structure, different

departments and functions of print and electronic media. Types of media

ownership. Organizational structure and management of Indian News agencies and

Management of Advertising Agencies.

Unit - III Economics of Print Media Management: Economics of Newspaper Management,

production cost, operation, non-operation, revenue heads – selling of spaces,

commercial print jobs, budgeting, break even points etc. Circulation management.

Advertising management. Readership measurement systems and other aspects.

Unit – IV Economics of Broadcasting Media Management : different departments of Radio

and Television. Management of Radio and Television Broadcasting. Film

production, distribution, Exhibition and Publicity and Viewership measurement

systems - TRP, TAM, INTAY and other rating systems.

Unit – V Committees: Reports of Committees / Commissions: S.K. Patil Committee Report,

Ashik Chanda Committee Report, Varghese Committee Report, Khosla Committee

Report, Joshi Committee Report. Prasara Bharathi Act. Trends in Media

Management.

19

References:

Sl.

No


1. William and Rucker Newspaper Organization and

Management.

2. R.C. Sarkar Press at the crossroads in India

3. A.G. Noorani Freedom of Press in India.

4. Vanita Kohli and

Khandekar

The Indian Media Bsiness 2006 Sage Publ., New

Delhi

5. James Redmind and

Robert

Media Organization

Management.

2004 Response Books,

London

6. W.J. Statton and

Charles Futrell

Fundamentals of marketing, 2003 Tata McGraw Hill,

New Delhi

7. Frank Thayer Newspaper Management

8. Reports of the Enquiry

Committees

Ministry of Inf. &

Broadcasting, New

Delhi

9. Hazler C. Total Quality Management. 1991 Champra & Hall,

London

HC 3.2 : COMMUNICATION THEORIES



Objectives:

a. To create awareness among students about the need for theories in mass communication.

b. To introduce important theories of communication.

Unit – I Communication Theory: definition of the concept, characteristics of

communication theory, need for communication theory. Emergence of scientific

perspective on mass communication.

Unit – II Normative Theories: Authoritarian Theory, Libertarian Theory, Social

Responsibility Theory, Soviet Communist Theory. Development Theory and

Participation Theory.

Unit - III Limited Effects Theories: Paradigm shift in mass communication theory. Two step

flow theory. Limited effects theories; Selective process; Information flo theory;

Functional analysis and Diffusion theory.

Unit – IV Persuasive Theories of Communication: Learning Theories, Credibility Theories,

Psychological Theories of Communication, Attention, Perception, Balance,

Congruity, Dissonance, Inoculation Theory and Atribution Theory.

Unit – V Hypodermic Needle Model, Two Step, Multi Step Flow Model, Information

Theory, Normative theories, Four Theories of Press. Cultural Theories: Marshall

Mc Luhan. Uses and Gratification Theory. Agenda Setting Theory. Play Theory

20

and Para Social Theory.

References:

Sl.

No


1. Melvin L. DeFleur and

Sandra Basll Rokeach

Theories of Mass

Communication

2. Denis Mc Quail Mass Communication Theory. 2004 Sage Publ., New

Delhi

3. S. Natarajan An outline of Indian Journalism

4. Caporaso J. and

Lenine D.

Theories of Political Economy. 1992 Cambridge Univ.

Press, Cambridge

5. Andal N. Communication Theories and

Models

6. N. Usha Rani Educational TV in India:

challenges and issues.

2006 Discovery Publ., New

Delhi

7. Benerin Communication Theories

8. W. Severin and

Tankard J.

Communication Theories 2000 Longman, New York.

HC 3.3 : TELEVISION BROADCASTING



Objectives:

a. To introduce the status of television production in India.

b. To impart skills to write the script and produce television programmes.

Unit – I Television as a medium of communication. Evolution of Television in India and

world. Organizational structure of Television Station, different departments. Status

of telecasting in India.

Unit – II Writing for Television: Principles and techniques of writing for television, script

writing, development of story and script, story board, concept creation for

Television programme. Research.

Unit - III Production Process: Types of Television Porgrammes: News Bulletins,

Documentaries, Serials, Talk shows, Sitcoms, Phone-in-quid, Reality shows,

Interviews. Stages in production: Pre-production, Production and Post-production.

Unit – IV Television Production Management: Planning and management of single and

multi-camera productions, understanding different production environments, Floor

and Studio management, managing budget, Talent., scheduling, shooting and post-

production.

Unit – V Types of Camera, lance, types of shoots, visual compositions, single and multi

camera production, Lighting, lighting effects, types of lighting equipment.

21

Video editing: titling, subtitling, graphic animation – editing & mixing, voice-over,

blubbing, FCP, Primera Pro. Ethics in visual presentation.

References:

Sl.

No


1. Bernard Wilkie Creating special effects for TV

and video.

2006 Focal Press, Singapore

2. Gerald Millerson

(Ed)

Lighting for Video. 2000 Focal Press, Singapore

3. Bernard Wilkie (Ed) Creating special effects for TV

and video.


4. Gerald Millerson Effective Television production. 2000 Focal Press, Singapore

5. Gerald Millerson Video Camera Technologies 2000 Focal Press, Singapore

6. Glyn Alkin Sound recording and

reproduction.


7. Patric Morris (Ed) Nonlinear Editing. 2000 Focal Press, Singapore

8. Peter Ward (Ed) T.V. Technical operations 2003 Focal Press, Singapore

9. Peter Ward (Ed) Studio and outside Broadcast,

Camera Work


10. Robert L Hartwig

(Ed)

Basic T.V. technology 2004 Focal Press, Singapore

11. Mitch Mitchel Visual effects for Film and

Television.


12. Roger Laycock Audio techniques for Television

production


13. Rod Fainweather(Ed) Basic Studio Directing 2002 Focal Press, Singapore

14. Roger Laycock Audio techniques for Television

production.


15. Tony Grant (Ed) Audio for Single Camera

operation


HC 3.4 (a) : WRITING FOR TELEVISION & PRODUCTION (PRACTICE)

Exam Marks: 60


Objectives:


b. To impart practical skills to students in writing the script and production of Television

Programmes.

1. Writing script for (i) News Reporting, (ii) Television Interview, (iii) Panel discussioin,

(iv) short film, (v) Commercial Advertisement, (vi) Social Service Advertisement,

22

(vii) Phone-in-Programme, (viii) Development Story, (ix) Success Story, and

(x) Role Model.

2. Producing a television programme of a duration of 10 minutes.



Max. Marks: 20


MJMC III Semester. Viva-Voce will be conducted by the Examiners based on the evaluation of

Lab Journals.

SC 3.1 : DEVELOPMENT COMMUNICATION



Objectives:

a. To enable students to understand development in the light of different theories

and approaches.

b. To enable the students to understand the role of communication to achieve overall

development in India.

Unit – I Concept of Development: Concept, nature, characteristics and indicators of

Development. Economic, social psychological and political aspects of

Development. Models, Theories and Strategies of Development.

Unit – II Development Communication: definition of the concept, origin and growth, nature,

scope and functions of Development Communication. Communication and

Development in cultural context. Approaches – Diffusion of Innovation, Magic

Multiplier, Empathy, Alternative approaches. Development Communication

policies and practices in India.

Unit - III Development Communication Planning: Definition of the concept, Process of

Development Communication Planning. Development Communication Campaigns

in modern society.

Unit – IV Role of Media in Development – Performance and role of Print, Radio, Television,

Folk Media, Documentaries, New Media in Development Issues. Role of

Development agencies – NGOs, Corporate Houses, RTI in Development

Communication. Social Audit and Social interventions in Development

Communication.

Unit – V Case Studies – Writing development stories in the areas such as Health and Family

Welfare, Environment, Education, Weaker sections and tribals, Agriculture, Rural

development. New technologies and prospects of development. Use and challenges

of New Media technologies in Development Communication.

References:

23

Sl.

No



Guru

Applied Development

Communication.


Guru

Grassroots Development

Communication.

3. Uma Joshi Understanding Development

Communication

Dominant Publ., New

Delhi

4. Ganesh S. Lectures in Mass

Communication

1995

5. Amartya Sen Development as Freedom 1999 Alfred A. Knopf, New

York

6. Anil Singhal and

James W. Dearing

(Editors)

Communication of Innovatioin. 2006 Sage Publ., New Delhi

7. Srinivas R. Melkote Communication for

development in third world

8. M. Abdul Rehaman

Pasha

Communication Radio

9. D.V.R. Murthy Development Journalism, What

Next?

2007 Kanishka Publ., New

Delhi

10. Everest M. Roger Definition of innovations.

11. Daya Thussu Media on the move: Global

flow and contra flow.

2006 Routledge, London

12. Gupta V.S. Communication and

Development

Concept Publ., New

Delhi

13. Mridula Menon Development Communication

and Media debate

2007 Kanishka Publ., New

Delhi

15. Ghosh and Pramanik Panchayat Raj in India 2007 Kanishka Publ., New

Delhi

16 Shivani Dharmarajan NGOs and Prime Movers 2007 Kanishka Publ., New

Delhi

17. Bella Modi Design and Development

Message

18. N. Usha Rani Folk Media for development

19. Ishwar Daithota Abhyudhaya Patrikodhyama

20. Wilbur Shcramm,

Jack Lyle and Edwin

B. Parker

Television in the lives of our

children.

1996 Sanford Univ. Press,

Stanford.

21. Successful Scripting Writing for

Television, Ratio and Film:

Writer’s Digest

2000 Wolff & Cox

22. Ken Dancyger The technique of Film and

Video editing. Ed. 3.


23. Robert L. Hilliard Writing for Television, Radio 2001 Wordsworth Publ.

24

and Film.

SC 3.2 : CORPORATE COMMUNICATION



Objectives:

a. To create awareness among students about the role of communication in corporate world.

b. To make them understand the process of communication and role of a Journalist

in corporate organizations.

Unit – I Basics of Corporate communication: definition of the concept, need, functions and

salient features of corporate communication. Role of communication in

organizational development. Qualifications, responsibilities and role of a Journalist

in Corporate organization.

Unit – II Corporate communication management: Employee relations, Investor relations,

Supplier relations, Distributor relations, Customer relations, Media relations,

Government relations and Community relations.

Unit - III Process of Corporate communication. Major tools of communication – Institutional

publications, House journals, House advertisements, Print and Electronic media;

Social media, Corporate advertising, Photographs, Films, Audio-Visual displays,

New media and new communication technologies. News releases and press

conferences; Media tours; Public Service announcements / advertisements, Special

events, Open House – Exhibition – Demos.

Unit - IV Corporate communication for Events management, Negotiations management,

Reputation management, Business management, Crisis management and Disaster

management.

Unit - V Corporate Social Responsibility (CSR) – Need for CSR, CSR and Environment

protection, CSR and Community development. Ethics of Corporate

communication. Research in corporate communication. Trends in Corporate

communication in India and abroad.

References:

Sl.

No


1. Allen H. Centre (Ed.) Public Relation practices. 2003 Prentice Hall of India

Inc., New Delhi

2. Kogan Page Corporate Communication:

principles, techniques and

strategies

1997

3. Joep Cornelissen Corporate Communication: a

guide to Theory and Practice

4. B.P. Mahesh Chandra Managerial communication for 2016 Concept Publ., New

25

Guru and B.K. Ravi modern organizations Delhi

5. B.M. Cees, Van Riel

and Charles J.

Fombrun

Essentials of Corporate

Communication: implementing

practices for effective

Reputation Management

6. Richard Dolphin,

David Reed

Fundamentals of Corporate

Communication.

7. Philip Lesly Handbook of Public Relations

and Communication

2000 JBS Publ., New Delhi

OE 3.1: FILM STUDIES



Objectives:

a. To introduce the developments in the film industry with special reference to India.

b. To acquaint the students with process of film making and impact of films on society.

Unit – I Fundamentals of Film: Definition of the concepts of Film, Cinema and Movie.

Film as a medium of communication. History of Film in the world and India.

Types of Film and Cinema as an entertainment industry. Impact of film on society.

Unit – II Process of Film production: Film making as an art, Film production, distribution,

exhibition and publication functions. Film production in India. Hollywood cinema,

Bollywood cinema and Regional cinema.

Unit - III Kinds of Film / Cinema: Action, commercial, art, documentary, instructional films,

emotional cinema, animation, 3D cinema, Film appreciation. Principles of film

appreciation.

Unit – IV Film script writing, shooting process, editing and recording. Characteristics of the

film medium, shot composition, psychological and aesthetic significance,

composition in film making, problems of cinema production. Trends in Indian

cinema.

Unit – V Film Personalities: Directors and Actors. Various Committees in Cinema: CBFC,

Film Federation of India, Films Division, Government of India, NFDC. Central

and State Organizations in Cinema. Film festivals and Film awards. Film Society

Movement. Impact of globalization on Indian Cinema.

References:

Sl.

No


1. John L. Fell An introduction to Film.

2. Anananda Mitra Through the Western Lens. 1999 Sage Publ., New Delhi

3. Andre Brazin What is Cinema. Vols. 1 & 2. 1967 Univ. of California

26

Press, California

4. Chistian Metz The Imaginary Signifier,

Psychoanalysis and the Cinema.

1982 Indiana University,

Bloomington.

5. Thoraval Vyas Cinemas of India

6. Eric Barnouw and S.

Krishnamurthy

Indian Film 1980 Oxford Univ. Press.

New Delhi

7. Carty Jowelt, James

M. Linton

Movies as Mass

Communication

1986 Sage Publ., New Delhi

8. Ernest Lind Grin (Ed) The art of Films. 1990 Oxford Univ. Press,

New Delhi

9. Fareed Kazmi The politics of Indian

Conventional Cinema


10. Roger Crittenden Film Editing.

11. Vaidyanathan T.G. Hours in the Dark. 1990 Oxford Univ. Press,

New Delhi

12. John W. Hood The Essential Mystery: Major

Film makers in Indian Art

Cinema.

MacMillan Publ., New

Delhi

13. Mast and Cohen (Ed) Film: theory and practice 1990 Oxford Univ. Press,

New Delhi

13. M. Madhava Prasad The Ideology of Hindi Film 1998 Oxford Univ. Press,

New Delhi

14. Thames Monaco (Ed) How to read a Film 2004 Oxford Univ. Press,

New Delhi

15. Gaston Roberge (Ed) The Subject of Cinema. 2006 Oxford Univ. Press,

New Delhi

OE 3.2: POLITICAL COMMUNICATION



Objectives:

a. To create awareness among students about the political process.

b. To make them realize the importance of communication in democracy.

Unit – I Foundations of Political Communication – Definition of Political communication.

Nature and scope of political communication. Features of political communication.

Media and democracy. Media and freedom of expression.

Unit – II Political Communication Theories: Agenda setting; Priming; Framing; the effect of

media n the formation and change of political attitudes.

Unit - III Political News coverage: Media bias, Press-Government relations; Election

campaigns and media coverage. Communication and Civic engagement. Role of

media in political participation. Political ownership of media. Agenda setting.

Social media – its impact on politics – case studies.

Unit – IV Foreign Policy and Mass Media: Mass Media as an instrument of foreign policy.

27

Global media influences. FDI in media – Government policies.

Unit – V Online media and Political Communication: Diverse uses of Internet and Mobile

phones in politics. Online political campaigns. Political communication by civic

actors. Social movements. Role of NGOs in creating Political awareness among

citizens.

References:

Sl.

No


1. W.L. Bennet and

R.M. Entman (Ed)

Mediated Politics:

communication and future of

democracy.

2004 Cambridge Univ. Press,

Cambridge.

2. Darren G. Lillekar Key concepts in political

communication.


3. F.P. Esser and B.

Fresch (Editors)

Comparing Political

Communication: theories, cases

and challenges

2004 Cambridge Univ. Press,

Cambridge

4. S. Foster Political Communication:

Politics Study Guides.

2010 Edinburgh Univ. Press,

Edinburgh

5. G. Graig The Media, Politics and Public

life

2004 Allen & Unwin,

Auckland

6. S. Iyengar Media politics: a Citizen’s

guide

2011 WW Norton & Co.,

New York

EDUCATION TOUR

Education Tour of one week which involves visits to various types of media houses after the

completion of MJMC III Semester’s examination is mandatory to appear for MJMC IV

Semester’s examination. The students have to submit the Media Visit Observation Report to the

Tour Leader within one week after completion of the Education Tour.

IV SEMESTER

HC 4.1 : COMMUNICATION RESEARCH METHOS



Objectives:

a. To acquaint students with research methodology with special emphasis on

Communication research.

b. To make them competent to carry out independent research and produce research reports.

28

Unit – I Foundations of Communication Research: Definition, nature and scope of

Communication Research. Characteristics of Scientific Research. Basic and

Applied research. Functions of Communication research. Process of

Communication research.

Unit – II Types of Communication Research: Observation, Historical approach, Survey

Research, Content Analysis, Experimental Research. Focus Group and Case Study.

Unit - III Research process: Selection of the problem, Review of Literature, Formulation of

research questions / Hypotheses, determining the appropriate method of data

collection. Sample Selection. Data Collection. Analysis and Interpretation of data.

Presentation of results.

Unit – IV Data collection tools: Questionnaire, Interview Schedules, Historical sources of

data. Scales of Measurement: Nominal and Ordinal Scales. Measures of Central

Tendency: Mean, Median and Mode. Graphical presentation of data. Use of MS-

EXCEL in data tabulation an graphical presentation of data. Regression analysis:

ANOVA, Correlation Studies. Features of SPSS (Statistical Software Package for

Social Sciences).

Unit – V Report writing: Writing a research proposal, Writing Research Thesis /

Dissertation: Components of a thesis / dissertation. Standards in Citation.

Ethics in Research. Trends in Communication Research in India.

References:

Sl.

No


1. Goode W. and Hatt

P.K.

Research Methods in Social

Sciences

2. Kin’Robert Case Study Research: design

and methods

3. J. Berger Media and Communication

Research Methods: an

introduction to qualitative and

quantitative approaches.


4. Ralph Natiger and

David M. White

Introduction to Mass

Communication Research

1999 Lousiana State

University Press,

Lousiana

5. Roger D. Wimmer

and Joseph R.

Dominick

Mass Media Research: an

introduction.

2000 Wordsworth Publ.,

Singapore

6. O.P. Krishnamurthy Methodology of Research in

Social Sciences

7. Stampel and Westley Research methods in Mass

Communication

8. C.R. Kothari Research Methodology:

Methods and techniques. Ed. 2

1990 Wishwa Prakashan, New

Delhi

29

HC 4.2 : NEW MEDIA TECHNOLOGY



Objectives:

a. To introduce various web tools, web resources and services.

b. To train the students in design and development of webpages.

Unit – I Networking: LAN, WAN, MAN. Internet: Evolution of Internet. World Wide Web

(www). Difference between Internet and Web. Communication Protocols: TCP/IP,

HTTP, File Transfer Protocol (FTP). Web Browsers, Search Engines. Meta Search

Engines. Websites and Portals. Internet facilities and resources.

Unit – II Web based services: E-Mail, Online Discussion Forums, RSS Feeds, Audio /

Video streaming, Webcasting, Social Networking Sites: Facebook, Twitter.

Weblogs.

Unit - III Web as a publishing medium. Theory of design and graphics, Basic elements and

principles of graphics, Design and layout: use of colours. Various Internet tools for

fast dissemination of news and other multimedia files on Internet.

Unit – IV Web page designing: Designing and development of a webpage. HTML and

DHTML. Web development tools – Dreamweaver, Flash, MS-Frontpage.

Unit V Adverting and marketing on web. E-Commerce. Cyber Crime and Cyber Laws in

India. Code of Ethics in web media. Emerging trends in web applications to

media.

References:

Sl.

No


1. Jason Whittaker Producing for the web (Media

skills)

2000

2. Thimothy Garrand Writing for Multimedia and the

Web: a practical guide to

content development for

interactive media.

3. Steven Holzner HTML Black Book 2007 Dreamtech Publ., New

Delhi

4. Stephen Pite The Digital Designer: 101

Graphic design projects for

print, the web, multimedia and

motion graphics.

4. John V. Pavlik Journalism and New Media

5. Andras Nyiro 21st Century Journalism: a

practical guide

6. Bob Walsh Clear Blogging: how people

blogging are changing the

30

world and how you can join

them

7. Damien and Stolarz Hands on guide to Video

blogging and Podcasting.

8. Theodore L. Glasser The idea of Public Journalism

HC 4.3 : ADVERTISING AND MARKETING COMMUNICATION



Objectives:

a. To make students understand the importance of advertising in present society.

b. To train them in marketing communication.

Unit – I Advertising: Concept of Advertising, evolution of Advertising in the world and

India. Nature and Scope, types and functions of Advertising. Role of Advertising

in modern times.

Unit – II Media of Advertising: Direct mail, Newspaper advertisement, Magazine

advertisement, Television and Radio commercials, Outdoor advertisement –

Posters, Transit advertisement.

Unit - III Foundations of Marketing Communication – Concept of Marketing

Communication, nature and scope, functions of Marketing Communication.

Strategies of Marketing Communication.

Unit – IV Applied Marketing Communication: Oral, written and electronic communication

for Business Management. Social media for Business Communication.

Unit V Marketing Communication Skills: Case method of learning. Presentation skills for

Business Management. Negotiation skills for Business Management. Events

management for Business Management. Inter-cultural Communication for

Business Management and Emerging issues and concerns in Marketing

Communication.

References:

Sl.

No


1. William Wells (Ed) Advertising: Principles and

Practices

2001 Prion Books, London

2. Marla R. Staffer (Ed) Advertising, Promotion and

New Media

2001 Times Mirror Co., USA

3. Bir Singh (Ed) Advertisement Management 2000 Anmole PUbl., New

Delhi

4. Larry Percy (Ed) Strategic Advertisement

Management

2000 Suraj Publ., New Delhi

31

5. Wells, Burfert

Morlaty (Ed)

Advertisement: principles and

practice.

2003 Prentice-Hall, New

Delhi

6. S.A. Choonawala and

K.C. Sethia (Editors)

Foundations of Advertising:

theory and practice.

2005 Himalaya Publ., New

Delhi

7. George E. Belch Advertising and promotion: an

integrating marketing

communication perspective.

2004 Tata McGraw Hill, New

Delhi

HC 4.4 (a) : NEW MEDIA TECHNOLOGY (PRACTICE)


I.A. Marks : 20

Objectives:


b. To impart practical skills to students in writing the script and production of Television

Programmes.

1. Familiarity with various Internet Protocols and their functions.

2. Planning the search strategy and searching the Web using Search Engines.

3. Creating an account on one of the social networking sites.

4. Creating a web page using HTML.

5. Creating a web page with advanced features using one of the web development tools –

Dreamweaver / MS-Frontpage etc.



Max. Marks: 20


MJMC IV Semester. Viva-Voce will be conducted by the Examiners based on the evaluation

of Lab Journals.

HC 4.5 : DISSERTATION


I.A. Marks : 20

Viva-Voce : 20

Objectives:

a. To enable students to apply the theoretical knowledge they have gained in

Communication Research Methods into practice.

b. To conduct a small scale research project and prepare final research report.

Each student has to carry out a small scale research project on an approved topic in the field of

Journalism and Mass Communication under the supervision of a Faculty Member and submit

Dissertation before MJMC IV Semester’s Examination.

SC 4.1 : PHOTO JOURNALISM

32



Objectives:

a. To make students understand the role of photography in mass communication.

b. To train them in technology involved in photography.

Unit – I Basics of Photo Journalism: Concept of Photo Journalism, Evolution of

Photography in the world and India, salient features of Photo Journalism, Functions

of Photo Journalism, qualifications and responsibilities of Photo Journalists,

Sources of News for Photo Journalists.

Unit – II Selection criteria for news photographs, channels of news picture : wire, satellite,

agency stock, picture library, freelancer. Photo editing, caption writing, legal and

ethical requirements.

Unit - III Understanding the Camera. Types of camera, types of lens, types of films, types of

filters, importance of light and lighting equipment, camera accessories, Picture

appreciation.

Unit – IV Digital Camera. Point and shoot. SLRs, DSLRs, SLDs, SLT, Digital Technology.

Feature, effects, techniques, film developing and printing. Flash photography.

Impact of technology.

Unit V Photo editing software: Adobe’s Photoshop. Branches of Photography: Nature

photography, Wild Life Photography, Sports Photography, Film Photography,

Fashion Photography and other branches.

References:

Sl.

No


1. Cyernshem G.R. History of Photography

2. Rothsteline Photo Journalism

3. Milten Feinberg Techniques of Photo Journalism

4. Jack Price News Photography

5. Newspaper Photography – a

Professional view of Photo

Journalism today.

6. Tom Ang Digital Photography

Masterclass: Advanced

Photographic and Image-

manipulation techniques for

creating perfect pictures.

7. Steve Bavister Making money from

Photography in every

conceivable way

8. Katz Steven Shot by Shot: visualizing from

Script to Screen

33

9. Rabiger Michael Directing the Documentary

10. Michael Langford,

Anna Fox, Richard

Sawdon Smith

Langford’s basic photography:

the Guide for serious

photographers.

11. Yuonne V. Butler The advanced digital

photographer’s handbook

12. Susan Sontag On photography

SC 4.2 : MAGAZINE PRODUCTION



Objectives:

a. To acquaint the students with the origin and growth magazines in India.

b. To train them in planning, designing and production of magazines.

Unit – I Basics of Magazine Production: Development of Magazine Journalism in the World

and India. Advantages of Magazine Journalism. Different Departments of a

Magazine Production House. Feasibility survey for starting a magazine.

Unit – II Types of Magazine: Popular magazine, News magazine, Magazine for specialized

groups, Professional and Technical magazine, Sports magazine etc.

Unit - III Collection of material for magazine. Editing techniques. Creative editing, Copy

editing, Creative titles and Sell. Writing effective titles.

Unit – IV Production of a magazine: Design, layout, headlines, typography, Caption writing

and visual effects of magazine, photographs, cartoons, graphics, illustration. Colors.

Importance of new production technology. Current production techniques.

Pagination. Publication of online magazines.

Unit V Economics and logistics of magazine production: Publishing. Competition from

other media. Television, Radio, Film and Video. Globalization and technological

impact on Indian magazines. Trends and prospects of magazine: print and

electronic. Practical design and development of a magazine of two pages.

References:

Sl.

No


1. Uday Sahay (Ed) Making News 2006 Oxford Univ. Press,

New Delhi

2. Asha Rani Mathur

(Ed)

The Indian Media, Illusion,

Delusion and Reality

2006 Roop Publ., New Delhi

3. Wolsely Ronald (Ed) Understanding magazine. 2005 Iowa State University

Press, Iowa

4. Nadiga Krishna

Murthy

Indian Journalism 1969 Mysore University

Press, Mysore

34

5. Rissover and Birch

(Ed)

Mass Media and the Popular

Arts

2002 MCC Books, New Delhi

6. Villa Nilain J.V. Mass Communication in India:

Sociological Perspective


7. Theosore Peterson

(Ed)

Magazine in the Twentieth

Century

1994 Illinois Univ. Press,

Illinois.

INTERNSHIP (ONE MONTH)

There shall be an Internship for a period of one month after the completion of MJMC IV

Semester’s Theory and Practical examinations. Each student has to compulsorily undergo

Internship in one of the reputed Mass Media Centers approved by Board of Studies in Journalism

and Mass Communication in partial fulfillment for the award of MJMC degree.

*****

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