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Content Book1 CONTENTS Module Name of the Lesson Page No. I. Introduction to Mass 1. Introduction to communication 1 Communication 2. Mass Communication 21 3. Role and impact of mass media 33 4. Development communication 40 II. Print Media 5. Introduction to print media 48 6. What is news? 68 7. Reporting and editing 80 8. Language press in India 104 III. Radio 9. Characteristics of radio 116 10. The radio station 126 11. Formats of radio programmes 136 12. Radio programme production 147 Appendix - A Mass Communication Curriculum Appendix - B Feedback form CONTENTS Module Name of the Lesson Page No. IV. Television 13. Television in India 1 14. Role of television as a mass medium 17 15. Television channels 36 16. Television program production 47 V. Advertising and Public Relations 17. Advertising - an introduction 64 18. Advertising- an industry 79 19. Public relations - an introduction 91 20. Public relations - tools 105 VI New Media 21. Characteristics of new media 118 22. New media: the industry 130 23. New media: target audience 137 24. New media: employment opportunities 144 Appendix - A Feedback form CONTENTS Module Name of the Lesson Page No. VIIATraditional Media 25. Introduction to traditional media 1 26. Types of traditional media 9 27. Comparison of traditional media 23 with electronic media 28. Communication through traditional media 32 VIIB Photojournalism 25. Introduction to photography 41 26. The camera 49 27. Photojournalism 56 28. Role of a photojournalist 65 Appendix - A Sample Question Paper Appendix - B Feedback form Note : You have to select any one of the Optional Modules VIIA or VIIB. Both the modules carry equal marks and are of the same difficulty level. CONTENTS Sr.No. Module No. Practical Activity Page No. 1. 1 Construction of a simple and clear message 1 2 1 Observation of non verbal communication in 2 the print media 3 2 Cultivating the habit of newspaper reading and 3 analyzing a newspaper 4 2 Preparation to conduct an interview 8 5 3 Differentiation between the spoken word used in 11 radio and the written word used in print media 6 3 Identification of different formats of radio 13 programmes 7 4 Differentiation between television and print as two 14 different mediums of mass communication 8 4 Categorization of television channels 17 9 5 Identification of different forms of advertisements 21 in the print media 10 5 Observation of activities involved in product 23 public relations 11 6 Accessing facilities available on 25 the internet 12 6 Opening an e-mail account 27 13 7A Communicating effectively through traditional 29 media 14 7A Identifying a traditional media form and its 31 function in society 15 7B Making a photograph 33 16 7B Preparing a photofeature 35 CURRICULUM Appendix-A MASS COMMUNICATION CURRICULUM 1. Rationale The core modules comprise six modules that provide an insight into the different forms of mass Academic programmes for the study of mass media media. These modules are Introduction to are usually referred to as Mass Communication Mass Communication; Print media; Radio; programmes. Today, Mass Communication is a good Television; Advertising and Public career choice with immense potential for growth Relations; and New media. It is compulsory offering plenty of opportunities for aspiring for the learners to study all the six modules. professionals in diverse fields such as newspapers, magazines, radio, television, advertising, public The Second part in the optional modules relations, new media etc. comprising two modules namely Traditional media and Photojournalism. These modules are Today, Mass Communication is a good career choice of immediate utility to the learner and point out with immense potential for growth. Media courses the areas of potential employment. The learner being offered by several universities/ colleges as well has a choice of studying only ‘ONE’ of these as private media schools at the undergraduate level optional modules. are in great demand. Several young learners at the school level would be 4. Course Description aspiring to take up mass communication as a career A. CORE MODULES option. There is a need to groom such learners by accelerating their level of awareness. A basic 4.1 INTRODUCTION TO MASS understanding of the subject may equip them better COMMUNICATION while choosing mass communication as a career This module is designed to familiarize the reader with option. the concept of mass communication, different forms The course will impart some of the basics of mass of mass media, the role and impact of media, communication to those aspiring to pursue a career functions of government media agencies/ in the information/ communication /entertainment departments and the importance of development industry, and equip them with skills required for communication. fundamental jobs in the media industry. 4.1.1 Introduction to Communication 2. Objectives - Understanding human communication i) To give learners an exposure to the diverse areas of mass communication; - Why do we communicate? ii) To endow learners with the knowledge, - Definition of communication communication skills and perspectives - How do we communicate? necessary for future careers in the information/ communication/entertainment industry; - five senses of communication iii) To develop their aesthetic skills by providing - non-verbal communication basic guidelines; - oral communication iv) To inculcate elements of creativity. - written communication 3. Course Structure - Types of communication The entire syllabus has been divided into two sections : the CORE MODULES and the - interpersonal OPTIONAL MODULES. - intrapersonal of printed journals. A basic understanding of print media is essential in the study of mass communication. - group and The contribution of print media in providing - public communication information and transfer of knowledge is remarkable. Even after the advent of electronic media, print media 4.1.2 Mass Communication has not lost its charm. Print media has the advantage - Meaning of mass communication of making a longer impact in the minds of the reader with more in depth reporting and analysis. - Functions of mass communication 4.2.1 Introduction to print media - Origin of mass communication - Newspapers and magazines - Invention of paper and printing - History of printing - Invention of telegraph, radio and television - Size of newspapers - Different forms of mass media - Cultural awakening and freedom movement - wireless communication - Advent of modern technology - photography - Internet papers and editions - newspapers - Largest circulated dailies in India - films - Differences between print and electronic media - radio 4.2.2 What is news ‘? - television - Definition - new media - Differences between news and information - traditional media - What makes news? 4.1.3 Role and Impact of Mass Media - News values - Mass media and democracy - Types of news - Functions and responsibility of media - Objectivity, fairness and credibility of news - Media ethics - News as a tool - Impact of media 4.2.3 Reporting and Editing - Government media agencies - basic facts about reporting 4.1.4 Development communication - qualities of a good reporter - Definition - investigative and interpretative reporting - Development communication using various media - ethics of reporting - Core areas of development - breaking news; exclusives or scoops - Development campaigns and examples - types of editors 4.2 PRINT MEDIA - editing a copy Print Media is the oldest and basic form of mass - editing on a computer communication. It includes news papers. periodicals - editing pictures like weeklies. magazines. monthlies and other forms - tools of a sub-editor - ingredients of a radio format - layout of pages - types of radio formats 4.2.4 Language press in India - information technology based formats - differences between English newspapers and 4.3.4 Radio Programme Production language newspapers - qualities of a radio producer - reasons for the newspaper boom in India - elements of radio production - growth of language newspapers - phases of radio production - recent trends in the circulation of language - writing for radio newspapers 4.4 TELEVISION - circulation and readership levels Television in India has witnessed tremendous growth - some unhealthy trends in the newspaper industry over the last few years. Television channels today - future of language press in India cater to a wide range of audiences with News & Current Affairs, General Entertainment, Infotainment 4.3 RADIO & niche programming. There has been an explosion This module intends to provide learners with an in the number of regional language channels. With understanding of the radio broadcasting process and distribution technologies like DTH, CAS & IPTV production techniques so that they are encouraged gaining ground, there is going to be a demand for to study further in these streams and prepare specialized TV content suited to specific audience themselves to fill certain entry level positions at radio profiles. stations and production houses. All this means that television is going to become a Today, there are 225 stations of All India Radio and big source of employment in the years to come. It more than 300 private FM channels. About 5000 has tremendous scope for employing people at Community/ Campus radio stations are likely to open various levels- technicians. editorial, creative, soon in our country. Therefore, the need for station programming, operations, journalistic etc. It would managers, producers, news reporters, editors, therefore help
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