Master of Artsin Journalism and Mass Communication

MANONMANIAM SUNDARANAR UNIVERSITY TIRUNELVELI -637012

MASTER OF ARTS IN JOURNALISM AND MASS COMMUNICATION (CBCS)

DEPARTMENT OF COMMUNICATION REGULATIONS & SYLLABUS (FOR THE CANDIDATES ADMITTED FROM THE ACADEMIC YEAR 2017-2018 AND ONWARDS)

DEPARTMENT OF COMMUNICATION MANONMANIAM SUNDARANAR UNIVERSITY TIRUNELVELI, TAMIL NADU, INDIA 627012 Master of Arts in Journalism and Mass Communication (M.A. JMC) Choice-Based Credit System (CBCS) SYLLABI (With effect from 2017-2018)

Course Duration: Two years System: Choice-Based Credit System (CBCS) No. of Semesters: Four Credits Required for Graduation: 90

Admission and Eligibility Norms: Any individual with a Bachelor’s degree in any subject from a recognized Indian or foreign university is eligible to apply. The selection will be based on Entrance Exams and qualifying undergraduate degree marks. Reservation : As per Roaster System of Government of Tamilnadu. Age Limit : 35 Years No. of seats: 20 Mandatory course requirements: Every student must bring out one issue of Thamirabarani (the student tabloid/Broadsheet), submit workshop records (in cases where the workshop module is mandatory), undergo at least one internships (internship must be for a Minimum period of four weeks) in media organizations outside the three districts of southern Tamil Nadu and submit reports within 15 days from the date of completion of the internship. Assessment Method: Distribution of marks in Theory between External and Internal Assessment is 75:25 Practical- External: Internal Assessment is 75:25 Project Work- Report: Viva-voce is 75:25. There is a separate passing minimum for the external and overall components. Attendance: Attendance in the course is mandatory and every student must have at least 75% attendance to appear in the university examination. Passing minimum: Students must secure a minimum of 50 marks where the students are considered as qualified only if they get at least 50% of marks in external examination). Ranking: The names of the rank holders will be announced by the university. Declaration of Results: The results of the internal assessment would be declared by the Dept. of Communication during the last working week of the semester. The final results are declared by the university after the completion of the evaluation work.

Preamble Media and Entertainment industry has been one of the fastest growing industries in India, with more scope and opportunities to the younger generation. The media industry is booming in different sectors length and breadth with opportunities across print, television, radio and new media platforms in the context of production, distribution, research and development. Necessity It is essential to strike when the iron is hot, where this is the right time to pin one’s career in this developing area at all levels, namely, locally, nationally and internationally across different sectors of media. The programme serves to be a pre requisite in media and entertainment related industries, academic arenas and government sectors. It also serves to be a gateway to place oneself in their area of interest with wider socio economic as well as geographic scope. Importance This course instills the students with necessary knowledge, skills and attitude to equip themselves in different media platforms with a promising career. The programme syllabus is framed as per the academic and industry requirements involving all aspects print media, broadcast media and new media. Objectives The programme is aimed to provide ample exposure towards the understanding of theoretical knowledge; skills based practical assignments, field visits/exposures, interaction with media experts, event management, internship, lab journal, research scope and audio video productions. The major objective of the programme is to enable the students equip themselves with the necessary knowledge, skill and attitude to work in different types and levels of media platforms. Outcome Owing to the input, interest and caliber of the students of this department they have secured employment in most of the leading academic and industries in relation to this course. Several doctoral level researches and research projects in relation to media are being undertaken in this department.

STRUCTURE & SYLLABUS OF THE COURSES The program consist of 90 credits which are distributed in Four semesters as under:

Marks Sub Passing Subject Se . Subject Title Maximum Minimu Status

m No Credits m No Hrs./Week Int Ext Tot Ext Tot I 1 Core 1 History of Communication 4 4 25 75 100 38 50 2 Core 2 Reporting 4 4 25 75 100 38 50 3 Core 3 Critical Communication Studies 4 4 25 75 100 38 50 4 Core 4 History of Tamil Culture 4 4 25 75 100 38 50 5 Elective Feature Writing / 3 3 25 75 100 38 50 Writing for Radio 6 Practical Editorial Practice 2 4 25 75 100 38 50 II 7 Supportive Basic Photography / 3 3 25 75 100 38 50 Film Appreciation / Human Rights Reporting 8 Core Advertising and Public Relations 4 4 25 75 100 38 50 9 Core Critical Media Literacy 4 4 25 75 100 38 50 10 Core Photo Journalism 4 4 25 75 100 38 50 11 Elective Writing for Television / 3 3 25 75 100 38 50 Tamil Journalism 12 Practical Communication Design 2 4 25 75 100 38 50 III 13 Supportive Citizen Journalism/ 3 3 25 75 100 38 50 Radio Journalism/ Media Literacy 14 Core Communication Research 4 4 25 75 100 38 50 15 Core Film Studies 4 4 25 75 100 38 50 16 Core Communication Ethics, Laws and 4 4 25 75 100 38 50 Policies 17 Elective Writing for New Media/ 3 3 25 75 100 38 50 Public Communication Campaign 18 Practical Case Studies- Media Content 2 4 25 75 100 38 50 IV 19 Core Development Communication 4 4 25 75 100 38 50 20 Core International Communication 4 4 25 75 100 38 50 21 Core New Media Studies 4 4 25 75 100 38 50 22 Core E-content Development 4 4 25 75 100 38 50 23 Elective Script Writing/ 3 3 25 75 100 38 50 Science Communication 24 Project Dissertation/ Documentary 10 6 25 75 100 38 50 Lab Journal/ Internship Report Total Credits: 90

Subject status No.of credits Core : 4 Credits Elective/Optional : 3 Credits Practicals/Lab : 2 Credits Supportive : 3 Credits Project : 10 Credits

SEMESTER I

OBJECTIVE: L T P C 4 0 0 4

To study the early communication systems and patterns, the technological, innovations from time to time in relation to communication, its process in the electronic age and the different milestones in communication studies.

HISTORY OF COMMUNICATION

UNIT I - Early concepts of Human Communication Understanding early human communication patterns – Orality – early forms of communication – nature and manmade - traditional and folk forms – becoming literate - early writings – types and reach 14 L

UNIT II – Technical aspects of Communication Technology and communication – becoming typographic - Print – origin and reach – newspapers in industrial and post industrial era - mass communication - Telegraph and photography – Hyper graphic - Optical and electrical Telegraphy – telephone – phonograph - moving images –cinema - sound - audio Visuality - mass culture 12 L

UNIT III – Digital technology & mass communication Electronic age - Broadcast media – radio and television – satellite communication – transnational and international communication – post modern communication - Digital communication - Cybernetic – internet history – mobile communication technologies – electronic reading – videotape to digital imaging 12 L

UNIT IV – Communication research Communication studies as discipline – origin and development – scope and reach – communication research – context and trends – interdisciplinary approach - contributions 12 L UNIT V – Nature & scope of communication studies Milestones in communication studies – theoretical benchmarks worldwide – noted communication theorists and their contributions – future of communication studies 10 L REFERENCE BOOKS

L T P C 4 0 0 4 REPORTING

OBJECTIVE:

To study the fundamentals of journalism, the basic reporting techniques, the different reporting beats and the basics of news writing and news gathering skills

UNIT I - Learning the basics of Journalism

Fundamentals of journalism – and fairness. Cultivating News Sources, Types of news: Hard and Soft News. 14 L

UNIT II - Understanding the fundamental reporting techniques Basic reporting techniques – rudimentary interviewing skills and using online databases, the Internet and other sources to gather background material for stories and find news documents. 12 L UNIT III – Exploring beat reporting Understanding Beats and their categories-live speaking events; Recognize and articulate good story ideas. Specialized reporting: Defense, Science & Technology, Education, Art &Culture, Environment, Fashion & Lifestyle, Entertainment, Sports, etc 12 L

UNIT IV – Learning the various news writing skills Basic news writing skills – spelling, grammar, Associated Press style, attribution, the inverted pyramid structure, single-sentence paragraphs, crisp and compelling news leads, and the use of quotations. 12 L

UNIT V – Understanding the news gathering methods Incorporating technology in newsgathering (including video gathering, editing and presentation, audio gathering, editing and presentation and writing for multiple platforms) 10 L

REFERENCE BOOKS

1. Shrivastava, K. M. (1987). News Reporting and Editing, Sterling Publishers. 2. Parthasarathy , R.(1994). Here is the News: Reporting for Media, Sterling Publishers. 3. Stovall , J.G.( 2011). Journalism, Prentice Hall. 4. Stein, P.& Burnett (2000), News writer’s Handbook: An Introduction to Journalism,Blackwell Publishing. 5. Itule& Anderson (2002). News Writing and reporting for today’s media, McGraw Hill Publication. 6. Kessler, L. (1984). When Words Collide: A Media Writer’s Guide to Grammar and Style. Wadsworth,2000.

L T P C 4 0 0 4 CRITICAL COMMUNICATION STUDIES

OBJECTIVE:

To study the basic communication theories, critical communication theories, the theories related to effects of mass communication and the developments in the contemporary theories in relation to mass communication, society and culture.

UNIT I - Exploring early communication theories Early communication theories – classical period – Plato – Aristotle – classical rhetorical theory – powerful effects theories of mass media - conceptual foundations of early critical theory - understanding – hermeneutics - George Hegel – Karl Marx – Friedreich Neitzche - Marxist theory and Criticism 14 L

UNIT II – Learning the critical perspectives of communication theories Critical Theories of Communication – The Frankfurt school and critical theory – Idealism and Materialism - Kant, Hegel, Marx, Freud, Weber and Lukacs –– Kurt Lewin – Paul Lazzersfield – Berelson – limited effects of mass media – Roland Barthes – Simone de Beauvoir – Four theories of the Press – study of space in communication 12 L

UNIT III – Communication theories & sociological perspectives John Klapper – effects of mass communication – sociological theories of mass media - Uses and gratifications - Cultivation theory, Agenda-setting theory, Uses and gratification theory, Dependency theory, Play theory, Social learning theory and Reflective-projective theories; Media and Society 12 L

UNIT IV – Discourse on familiar communication theorists Semiotics - Psychoanalysis - Structural theories – Max Weber – Studies of Mass media – Powerful media effects theories – Hypodermic needle theory – Walter Lippmann - Post – Structuralism – Foucault, Derrida – Gender and sexuality – Feminist Gender theories - Judith Butler – Stuart Hall – Edward Said 12 L

UNIT V - Communication theories & Post modern approaches Post Modernism – Critical Discourse Analysis - Shifts in cultural theories – Jurgen Habermas – contemporary cultural studies - Birmingham school - Critical theory and analysis of contemporary mass society. 10 L

REFERENCE BOOKS

1. Donald MacKenzie & Judy Wajcman, “Introductory Essay: The Social Shaping of Technology” 2. Terence P, Moran, Introduction to the History of Communication: Evolutions & Revolutions 3. Peter Simonson and David W.Park (Eds), The International History of Communication Study, 4. M. Horkheimer and T. Adorno, Dialectic of Enlightenment (Stanford) Feenberg and Leiss, The Essential Marcuse (Beacon) 5. J. Habermas, The Structural Transformation of the Public Sphere (MIT) 6. Writings of the Young Marx on Politics and Philosophy, edited by L. Easton and K. Guddat (Doubleday).

HISTORY OF TAMIL CULTURE L T P C 4 0 0 4 OBJECTIVE:

To understand the social and cultural history of Sangam and Post Sangam Age, the historical contributions during the periods of different dynasties, the socio economic and educational policies of Tamilnadu in post independent period and the historical developments of different movements in Tamilnadu.

UNIT I - Early history of Tamil culture Social and cultural history –Sangam Age and Post Sangam Age – Age of Pallavas, Cholas, Pandyas - Customs and Practices Economic Life - Trade - Religion - Literature – Arts - 14 L UNIT II – Socio-cultural history of Tamil Social and cultural history - Vijayanagar and Nayak Rule - Marathas of Tanjore - Customs and Practices Economic Life - Trade - Religion - Literature – Arts 12 L

UNIT III – Social conditions on different period of governance Tamilagam under Congress Rule : Pre - Rajaji Period C.Rajagopalachari - K.Kamaraj - M.Bhakthavatsalam - Their achievements - Social - Economic - Educational Policies – Tamilagam under Dravidian parties – D.M.K. – ADMK - 12 L

UNIT IV – Bakthi movements in Tamil Nadu Religious Developments: Hinduism - Revivalist Movements - BrahmoSamaj - Ramakrishna Mission - Theosophical Movement – Saiva Siddhantam - Mutts - Islam - Wahabi Movement - Sufism - Fakirs - Christianity and its Impact 12 L

UNIT V – Social movements from marginalized perspective Social Reform Movements : Dalit Movement : PanditC.IyotheeThasar - Rettamalai Srinivasan - N.SivarajVaikundaSwamy Movement - Indian National Congress and Social Reforms - Justice Party and Social Reforms - Self - Respect Movement - Women movements and Social Legislations 10 L

REFERENCE BOOKS

1. Balasubramanian C. - The status of women in Tamilnadu during the Sangam Age, 1976. 2. Devanesan A. - History of Tamilnadu, Renu Publications, Marthandam, 1997. 3. Mahalingam T.V - Administration and Social Life under Vijayanagar, Madras, 1940. 4. Dr.Minakshi C. - Administration and Social life under the Pallavas, University of Madras, Madras, 1977. 5. Nagaswamy R. - Studies in South Indian History and Culture. 6. NilakantaSastri K.A. - The Chõlas, Vol I, University of Madras, Madras, 1984. 7. Hardgrave, R., : The Dravidian Movement, Popular Prakashan, Bombay, 1965. 8. Pillay K.K. - A Social History of the Tamils, University of Madras, Madras, 1975. 9. SrinivasaAiyengar P.T - History of the Tamils, Madras, 1929. 10. Subramanian N. - Sangam Polity, Ennes Publications, Udumalpet, 1996. 11. Hardgrave (Jr) R.L.,: The Nadars of Tamilnadu, University of California Press (Berkley and Los Angeles), 1969.

FEATURE WRITING

L T P C OBJECTIVE: 3 0 0 3

To understand the basics and process of feature writing, the related research and elements of feature in relation to the theories of criticism and reviewing.

UNIT I – Basics of feature writing Defining a feature: What is a feature? Difference between feature and news report (Compare with examples); from facts to narratives; Originality and literary quality; Types of features (Overview); discuss various feature stories published in newspapers and magazines 10 L UNIT II - Early stages of preparing feature Research: Looking for ideas, primary and secondary sources of information, use of library and other reference material, newspapers and magazines as resources; Developing focus themes and news pegs. 08 L

UNIT III – Fundamentals concepts in feature writing Elements of feature: Kinds of features: Interview, utility, personal experiences, confessions, narrative, columns and columnists; types of features: Human interest story, news features, brights, sidebars, colour stories, personality profiles, professional profiles, seasonal stories, enterprise stories, saturation feature stories, Fact box, Chronology, Backgrounder, Fly on the wall/ Behind the scenes, Testimony, Vox Pop/ Expert views/ Opinion poll, Reviews, Analysis 10 L UNIT IV – Techniques involved in Feature writing Writing the features: Gathering and organising information; Structure: Title, body, transitions, closing; Feature leads: Summary lead, narrative lead, descriptive lead, quotation lead, combination lead, teaser lead, question lead; Tools and techniques of writing: Focus, anecdotes, description, quotations. 09 L UNIT V – Concepts of criticisms, reviews & scopes of freelancing Theories of criticism, principles of criticism and reviewing, writing of book reviews, film reviews, theatre reviews, art reviews. Concept of photo feature Scope and approach to free lancing for newspapers and magazines. 08 L

REFERENCE BOOKS

1. Wray, C. (2005). Writing for magazines (2nd ed.). Boston: McGraw Hill. 2. Hakemulder Jan R, Acde Jonge Fay & Singh P.P (2002). Professional Journalism, Anmol Publications Pvt Ltd, New Delhi. 3. Shrivastava K.M (2003). News Reporting and Editing, Sterling Publishers, New Delhi 4. Leonard Witt, The Complete Book of Feature Writing, F&W Pubhcauons, Inc 1991. 5. Brian Nicholas (1972). Features with Flair, Vikas Publications, India 6. Todd Hunt (1972). Reviewing for the Mass Media, Chilton Book, Southborough 7. Brendan Hennessy (2006). Writing Feature and Articles, Taylor & Francis, U.K

L T P C WRITING FOR RADIO 3 0 0 3

OBJECTIVE:

To understand the fundamentals of radio production, the basic writing skills required in radio production, the different formats in writing for radio, the tasks undertaken by different people in radio production and the various formats of presenting in radio

UNIT I – Fundamentals aspects of radio medium Characteristics of radio medium. Radio production fundamentals. Purpose of production and type - Radio in India; use of radio for education; instructional programmes in radio; conceptualization for educational radio; research for radio programmes. 10 L

UNIT II – Process involved in writing for print & radio Basics for writing for Radio, Difference between Print writing and Radio writing - Radio Scripting and Language. Writing to sound. Element of radio script. Stages of scripting and editing. Interviewing. Methods of interviews - Location of recording. Narration Styles. Music recording. 10 L

UNIT III – Functions, responsibilities & techniques involved in radio jockeying Role, duties and responsibilities of an Announcer, and radio Jockeys-Voice, Pitch, Volume and Tempo, Importance of pronunciation and vocabulary, Presentation techniques of music and film music. 09 L

UNIT IV – Various formats of radio programmes Types and formats of Radio programmes-- News, Interviews, Talks, Dramas, Discussions, Features, Documentaries, Jingles, Phone-ins, Road shows, Spots, Sponsored programmes, Sponsorship and Info-commercials ; Traffic management. 08 L

UNIT V - Techniques in radio presentation News reading and presentation methods. Pronunciation. Vocal stressing. Inflection. Quotation marks. Errors and emergencies. Headphones. Trails and promos. Phone-in programmes. Listener’s letters. Conducting Road Show and radio production 08 L

REFERENCE BOOKS

1. News Writing for Radio and T.V: K.M. Shrivastava, Sterling Publication New Delhi 2. This is All India Radio: P.C. Chattergee, Publication Division, New Delhi 3. News Writing: George A. Hough, Kanishka Publication, New Delhi 4. H.R. Luthra Indian Broadcasting, Publications Division 2. Robert Mc Liesh Radio Production, Focal Press 3. James R. Alburger The Art of Voice Acting, Focal Press 5. Radio: A Guide to Broadcasting Techniques – E Evans 6. Hand Book of Broadcasting – Waldo Abbot and R Rider (McGraw Hill) 7. Techniques to TV Production – Rudy Bretz (McGraw Hill) 8. Broadcasting and the People =- MehraMassani (NBT)

L T P C PRACTICAL: EDITORIAL PRACTICE 0 0 4 2

OBJECTIVE:

To enable the students with necessary skills required in writing and editing news reports of different nature.

LIST OF PRACTICALS:

1. Writing News 2. Headlines 3. Writing Lead 4. Writing Sports news 5. Writing Features 6. Writing Editorials 7. Editing Principles 8. Editing symbols 9. News selection 10. Agency reports 11. Readability 12. Rewriting 13. Editing wire news 14. Picture editing 15. Writing Cutline 16. Editorial page 17. Writing Reviews 18. Page layout

A record work of the list of practicals mentioned above has to be submitted with regular countersign from the faculty in charge. At the end of the semester the practical examination for 3hrs duration will be held with due assessment of the record work.

SEMESTER II

SUPPORTIVE COURSE CHOICE –I

OBJECTIVE: L T P C 3 0 0 3 To enable the students with necessary skills required in basic photography and related camera operations

BASIC PHOTOGRAPHY

UNIT I - Basic history of photography Foundation of historical photographic knowledge. 10 L

UNIT II - Fundamental camera techniques Basic camera operations. 10 L

UNIT III - Elements of Composition Basic compositional elements. 09 L

UNIT IV – Exposure & Image techniques Basics of exposure and image capture 08 L

UNIT V – Functions of lighting Basic understanding of lighting. 08 L

REFERENCE BOOKS

1. Micheal Langford, (2000). Basic Photography, Focal Press. 2. Anna Fox, Richard Sawdon Smith, (2016) Langford's Basic Photography: The Guide for Serious Photographers, CRC Press. 3. Nanette Salvaggio, Leslie D. Stroebel, &Richard D. Zakia, (2009). Basic Photographic Materials and Processes, Taylor & Francis. 4. John Freeman, (2005). Photography: The New Complete Guide to Taking Photographs : from Basic composition to the latest digital techniques, Franz Steiner Verlag. 5. John Paul Schaefer, (1999). The Ansel Adams Guide: Basic Techniques of Photography, Volume 2Little, Brown.

SUPPORTIVE COURSE CHOICE –II

L T P C 3 0 0 3 FILM APPRECIATION

Objective:

To enable the students with necessary skills required to appreciate and critically analyze the films in different socio economic cultural and political contexts.

UNIT I – Early history of world cinema History of Cinema –German expressionism, French new wave, Italian neorealism, Indian new wave and the Soviet montage, kinds of film. 10 L

UNIT II – Form, Style & representations in Cinema Film form (narrative and non narrative systems), film style (dimensions of mis-en-scene, types of framing/editing methods) and the questions of representations. 10 L

UNIT III – Basics elements of film production Elements of film making - Production, Direction, Script-writing, photography, Editing, Art Direction, Sound, Mixing etc. 09 L

UNIT IV - Early perspectives of Indian cinema History of early cinema with special reference to India, development of the classical Indian film narratives. Film appreciation, Film reviews, Film criticism 08 L

UNIT V – Cinema movements & Film Festivals World cinema – Cinema movements, Film festivals, Indian cinema, moguls of Indian Cinema- Indian studio system- the dynamics of the cinema-society interface in Tamil Nadu. 08L REFERENCE BOOKS

1. David Bordwell and Kristin Thompson, Film Art: An Introduction, McGraw Hill, (recent edition). 2. Gerald Mast, Marshall Cohen and Leo Braudy, Film Theory and Criticism, Oxford, (recent edition). 3. John Hill and Pamela Church Gibson, The Oxford Guide to Film Studies, Oxford,1998. 4. Satyajit Ray, Our Films, their Films, Disha Books,1992. 5. NasreenMunniKabir, Talking Films, Oxford,1999. 6. Lucy Fisscher Shot/Countershot , Film tradition and women's Cinema 7. James Monaco, How to read a Film

SUPPORTIVE COURSE CHOICE –III

L T P C 3 0 0 3 HUMAN RIGHTS REPORTING

OBJECTIVE:

To enable the students with necessary skills required to undertake human rights reporting with relevant human rights standards at national and international levels.

UNIT I – Basic concepts of Human Rights Definition of Human Rights - Nature, Content, Legitimacy and Priority - Historical Development of Human Rights - International Human Rights - Prescription and Enforcement upto World War II - Human Rights and the U .N .O. 10 L

UNIT II – Issues pertaining to Human Rights violation Media and Contemporary Issues on Human Rights: Children’s Rights - International standards on reporting human rights violations relating to Women’s Rights - Dalit’s Rights - Bonded Labour and Wages - Refugees - Capital Punishment 10 L

UNIT III – Universal Norms & Guidelines on Human Rights Universal Declaration of Human Rights - International Covenant on Civil and Political Rights - International Covenant on Economic, Social and Cultural Rights and Optional Protocol – Human rights organizations 09 L

UNIT IV – Functions of NHRC, SHRC & NWC National and State Human Rights Institutions – National Human Rights Commission - National Women’s Commission - powers and functions – remedial measures – prominent HR issues dealt 08 L UNIT V – Report preparation course teacher to assign reporting assignments on human rights violations at state and national level 08 L

REFERENCE BOOKS

1. International Bill of Human Rights, Amnesty International Publication, 1988. 2. Human Rights, Questions and Answers, UNESCO, 1982 3. Desai, A.R. - Violation of Democratic Rights in India 4. Pandey - Constitutional Law. 5. Timm. R.W. - Working for Justice and Human Rights. 6. Human Rights, A Selected Bibliography, USIS. 7. J.C.Johari - Human Rights and New World Order. 8. G.S. Bajwa - Human Rights in India. 9. Amnesty International, Human Rights in India. 10. P.C.Sinha& - International Encyclopedia of Peace, Security 11. K. Cheous (Ed) Social Justice and Human Rights (Vols 1-7). 12. Devasia, V.V. - Human Rights and Victimology.

ADVERTISING AND PUBLIC RELATIONS L T P C 4 0 0 4 OBJECTIVE:

To understand the basic aspects of advertising, its types, the advertising agencies, their functions, characteristics and several aspects relating to advertising. It aims to provide knowledge and skills relating to public relations and its related aspects.

UNIT I – Exploring the fundamentals of Advertising & Marketing Introduction to advertising – relevance of advertising in markets today; Evolution and history of advertising; Advertising and the Marketing process. Constituents of advertising. Advertising as Communication, Status of Advertising industry in India, Socioeconomic effects of Advertising, Advertising in Global marketing context; Advertising theories: Hierarchy of needs, Stimulus- Response theory. 12 L

UNIT II – Types, Strategies, Professional associations of Advertising Types of Advertising; Critical analysis of ads; Campaign Planning; cycle, models, Strategy, Types. Advertising Agency: Structure, functions, Types, selection:, Media relationship, Global marketing and advertising; implications professional bodies; advertising agencies association Advertising standards Council, professional ethics, challenges and requirements. 12 L UNIT III – Methods involved in Ad production Advertising forms; ad production Copy: copy platform, copy format, elements, appeals, Visuals and other creative elements. Techniques of print Ad. Production. Audiovisual commercials: procedure and techniques. Media: Print, electronic, outdoor and new media: characteristics, cost and effectiveness. Media Planning Process, Strategy and methods - Media buying & placement. Professional Ethics, issues and problems; Global marketing and advertising in future. 14 L UNIT IV – Concepts of Public relation & PR status in India Public Relations: Evolution of Public Relations, Four basic elements of public relations PR as a management concept, PR as a profession, PR Functions: public opinion, propaganda, and publicity, PR firms in India: status and growth. Public Opinion -formation and publicity-types. 12 L UNIT V- Public relation management, private & public sectors Organization; Public relations department, Committees; The Public relations Counsel; Tools of PR: Advertising, house journals, Films, Employee Relations, shareholders, special events, PR publics, consumers, community, government, media. PR in private and public sectors; Evaluation and Research; measuring effectiveness. Crisis Management. 10 L

REFERENCE BOOKS

1. Fundamentals of Advertising’, Otto Kleppner, Prentice Hall, New Jersey. 2. ‘Ogilvy on advertising’. David Ogilvy. 3. The Practice of Advertising’ 3rd Fdn. Norman Hart, Heinemann Pub. London. 4. Global Marketing and advertising: Understanding Cultural paradoxes’ Marieke de Mooij, Sage, New Delhi. 5. Effective Public Relations’. Cutlip et al., Prentice Hall, New Jersey. 6. Handbook of Public Relations’. Stephenson, Howard. Mc Graw Hill Pub., Illinois. 7. PR principles, cases and problems’, Moor and Canfield.

CRITICAL MEDIA LITERACY L T P C 4 0 0 4 OBJECTIVE:

To enable the students critically analyse the mass media content from socio cultural political and economic point of view and its effects on the society. It further enables the students to be informed consumers and producers of mass media content.

UNIT I – Basics of Media literacy Introduction to Media Literacy – The Development of Media literacy – The Media Literacy Approach – The Need, Scope and Importance of Media Literacy 12 L

UNIT II – Types of effects in Media Literacy Media Literacy on Interactive Platforms – Types of Effects: Cognitive- Type Effect, Belief- Type Effect, Attitudinal- Type Effect, Emotional- Type Effect, Physiological- Type Effect, Behavioral- Type Effect, Macro- Type Effect – Factors Influencing Media Effects – Media Literacy: Controlling the Media Effects Process 14 L

UNIT III – Application of media literacy in various fields Becoming Literate with News Content – Controversial Content Elements: Sex – Homosexuality – Violence – Language – Health – Values – Advertising Is Pervasive – Becoming More Media Literate with Advertising - Sports Content-Media Violence and Media Literacy: Implications for Individuals 12 L

UNIT IV – Privacy, Regulation & Rights in Media Literacy Defining Privacy – Media Invasions of Your Privacy – Public Opinion and Regulations – What is Piracy? Type of Piracy – Ownership Rights – Cross-Ownership and Control – Type Concentration – Megamergers – Issues of Concern 12 L

UNIT V - Various aspects in developing Media Literacy Developing Media Literacy: Cognitive Ladder – Emotional Ladder – Moral Ladder – Helping Others: Interpersonal Techniques – Interventional – Public Education – Societal Techniques 10 L REFERENCE BOOKS

1. Approaches to Media Literacy- A Handbook, Art Silverblatt, Jane Ferry, Barbara Finan, Routledge, 2015 2. Media Literacy(7ed), W. James Potter, Sage Publication, New Delhi, 2014 3. Media Literacy and the Emerging Citizen, Paul Mihailidis, Peter Lang – International Academic Publishers,Switzerland 4. Theory of Media Literacy: A Cognitive Approach, W. James Potter, SAGE Publications, 2004.

PHOTO JOURNALISM L T P C 4 0 0 4 OBJECTIVE:

To study the important aspects of photography, technical requirements, production, skills and its application in journalism with journalistic ethics in this area.

UNIT I - Fundamentals of camera Basics: the camera, aperture, f-stops, shutter speeds, ISO, holding camera, types of cameras, Composition and technique, Lighting 12 L

UNIT II – Various Types in Photography Types of photography: action, portraits, storytelling, columns, news, features, spot news, illustrations, photo stories, Captions and reporting 12 L

UNIT III – Basic concepts of Photojournalism History of Photojournalism-Distinguishing photojournalism from photography, Elements of photojournalism: objectivity, fairness, professionalism, ethics rights and responsibilities of photojournalists, renowned photo journalists in India. 14 L

UNIT IV - Process involved in Photojournalism Identifying and selecting events and scenes for photojournalism coverage, journalistic newsworthiness, human interest, artistic, aesthetic, and cultural factors as criteria for identifying events for photojournalism 12 L

UNIT V – Ethics, Issues & Problems in Photojournalism Ethics and legal issues in photojournalism, Issues and problems in photojournalism, Communication law as it applies to images and photojournalism, Legal case studies in photojournalism 10 L

REFERENCE BOOKS

1. Fred S. Parrish, (2002).Photojournalism: An Introduction, Wadsworth/Thomson Learning, 2002. 2. Kenneth Kobre, Betsy Brill, (2004). Photojournalism: The Professionals' Approach, Volume 1 Focal Press, 2004. 3. Time-Life Books Editors, (1971). Art of Photography, Time-Life Books. 4. Kenneth Kobre, (2008). Photojournalism: Text, Focal Press. 5. The University of Missouri School of Journalism, (1997).The Best of Photojournalism 22, Running Press Book Publishers.

L T P C 3 0 0 3 WRITING FOR TELEVISION

OBJECTIVE:

To enable the students writing skills required in the area of television production, the different types of TV writing, the characteristics, principles and technical requirements.

UNIT I – Exploring Contents in TV, Radio, Print & film Introduction to TV; Difference between structure and functional aspects of newspaper, radio and TV organization; Fictional programs: soap operas, sitcoms, serial & films, News based programme: Talk, Discussion, Interview etc 14 L

UNIT II – Fundamental of TV writing Basic principles of TV News Writing, Sources of TV News, Types of TV News bulletins and their structure, Planning and conducting various types of interviews: Factual, Opinion and Ideas 12 L UNIT III – ENG & TV reporting Nature and techniques of electronic news gathering for TV; Qualities and responsibilities of TV news reporter. Interview: types and techniques 12 L UNIT IV – Basics of TV program production Principles of video production; Basic TV production techniques; Idea and visualization; Types of script idea: Shooting script; Script writing for TV news; News presentation techniques; role and function of PCR and TV studio; Live reporting; Concept of breaking news, Types of shots and angles, Camera movements; Microphones: Types & their characteristics 12 L UNIT V – Techniques of video editing Introduction to video editing; Importance of video editing; Types of video editing: linear editing, non-linear editing, live editing; Framing, cut, transitions, crossing the line – imaginary line; News reading and news production 10 L

REFERENCE BOOKS

1. Jan R. Hakemulder, Broadcast Journalism, Anmol Publications, Ray AC de Jonge, PP Singh New Delhi 19 2. J 2. Janet Trewin, Presenting on TV and Radio, Focal Press, New Delhi 3. Stuart W. Hyde TV & Radio Announcing, Kanishka Publishers 4. Andrew Boyd Techniques of Radio and Television News Publisher: Focal Press, India.

L T P C 3 0 0 3 TAMIL JOURNALISM

OBJECTIVE:

To ensure the students understand the role of Tamil journalism in pre and post independence period of nation building and the relevance of modern day journalism in this context.

UNIT I - Early history of Tamil language History of the Tamil Language - Early Tamil, comprising the period between the sixth century before and the sixth century after Christ;Mediaeval Tamil, between the sixth century and the twelfth century; Modern Tamil, from the twelfth century down to the present day – prominent contributors 10 L

UNIT II – Initial stages of Tamil journalism Early Tamil journalism – Tamil Patrika and others - freedom struggle and Tamil journalism – Swadeshamitran – G. SubramanyaIyer - Bharathiyar – Dinamani – Dina Thanthi - and other Tamil dailies growth and contribution 10 L

UNIT III – Various Movements in Tamil Journalism Dravidian movements and Tamil journalism – Periyar - C.N. Annadurai, KalaignarKarunanithi – Other political writings - Janasakthi, Theekkathir - and other related journals - Contributions of Tamil magazines and journals – AnandaVikadan - Contemporary Tamil journalism – contributors 09 L

UNIT IV – Familiar contributors of Tamil Journalism Specific contributors: Thiru. Vi.Kalyanasundaranar, KalkiKrishnamoorthy, Vasan, ChanguSubramaniyan T.S. Chokkalingam, Bharathidasan, Ci.PaAthithanar, S.A.P. Annamalai, V. RamasamyIyengar, P. Jeevanandam, T.V. RamasubbaIyer, Cho. Ramasamy, M. Singaravelan, Jeevanandam and others – and their contributions. 08 L

UNIT V – Contemporary aspects and Trends in Tamil Journalism Trends in contemporary Tamil journalism: Popular Tamil Newspapers – Magazines – Online Editions – Web portals; Well known Tamil writers and their work - famous writers on/from women, children, dalits, muslims and other marginalized communities 08 L

REFERENCE BOOKS

1. Robin Jeffrey, India's Newspaper Revolution: Capitalism, Politics and the Indian-Language Press, 1977-99, OUP, 2. Rajan, Nalini, "21st Century Journalism in India , Sage. (ISBN: 9780761935629) 3. Venkatachalapathy A R., The Province of the Book Scholars, Scribes, and Scribblers in Colonial Tamilnadu Permanent Black, ISBN 81-7824 - 331-8 2011

L T P C 0 0 4 2 PRACTICAL - COMMUNICATION DESIGN

OBJECTIVE:

To enable the students develop, design and process media content using different technical and conceptual skills learnt from the desktop publishing software.

Students will learn more about colour, typography, illustration, image creation, movement, visualization in real and virtual spaces while working on projects in different media and technology, like print, graphics, advertising industries and developing experiences in cyber space.

Specialization of graphic design, where students get into branding and corporate design, book and magazine design, exhibition design, poster design, or even clothing graphics, and directional signage. Students will be expose to DTP software Photoshop & In Design.

SEMESTER III

SUPPORTIVE COURSE CHOICE –I

L T P C 3 0 0 3 CITIZEN JOURNALISM

OBJECTIVE:

To enable the students understand the basics of reporting, its norms, guidelines, basis of good reporting of issues in the current scenario.

UNIT I – Primary concepts of reporting Basic Reporting- What is news? Who and what is journalism for? The three sources of information: observation, interviews, documents. The Basic Journalism Story Structure 10 L UNIT II - Key aspects of Journalism Foundations of journalistic credibility- Factuality, Fairness, Authority, and Verification, the Building Blocks: Statistics, Quotes, and Anecdotes-News stories, feature stories, pegs. 10 L UNIT III - Interview techniques Art of Interviewing - Getting interviews with public figures, handling difficult interviews, how to take notes in an interview, when to tape record an interview, asking for quotes vs. asking for information 09 L UNIT IV – Important elements of reporting & writing Informing vs. Entertaining- Good reporting is the basis of good writing, Write as you speak, then rewrite, Clarity is the ultimate writing virtue, three writing rules you’ll ever need 08 L UNIT V – Issues & Trends in reporting Reporting issues and trends – observation, documents, interviews, and more story structures - Analysis pieces, profiles, backgrounders, curtain-raisers, sidebars, reporter’s notebook, narratives, etc. discovering bogus issues and trends. 08 L

REFERENCE BOOKS

1. Noah Wardrip&Fruin and Nick Montfort, (2003).The New Media Reader, Ed., The MIT Press,Cambridge, 2. Callhan, Pearson/Allyn and Bacon, (2007). A Journalist Guide to the Internet: The Net as a Reporting Tool, 3. Jagdish Chakraborty, (2005) Cyber Media Journalism: Emerging Technologies, Authors Press, New Delhi. 4. Jim Hall, (2001). Online Journalism: A Critical Primer, , Pluto press, London. 5. John Street, PalegraveMcmillan, Hampshire, (2011). Mass Media, Politics andDemocracy, 6. Ryan M. Thornburg, (2011). Producing Online News: Stronger Skills, Stronger Stories, CQ Press,Washington.

SUPPORTIVE COURSE CHOICE –II

L T P C 3 0 0 3 RADIO JOURNALISM

OBJECTIVE:

To facilitate the students to understand the history of radio, the news formats, radio production equipments and the required skills in radio journalism.

UNIT I – Early stage of radio History of Radio in India-Roles of AIR and private broadcasters 10 L

UNIT II - Elements of radio Radio News; News Editor; Producer, Radio Reporter; Radio Interview; Radio News Reels; Radio Feature; 10 L

UNIT III – Basics of radio production Applications of Audio Equipments and Software; Radio Talk; Audience Research 09 L UNIT IV – Aspects of radio presentation Skills of speaking over the radio as reporter, presenter, interviewing, narrating, radio jockeying- Conversation outside broadcasts 08L

UNIT V – Overview on Radio Organization Radio newsroom organization & structure - Newsroom organization and structure and functions 08 L

REFERENCE BOOKS

1. Broadcasting in India, GC Awasthy, Allied, Bombay, 1965 2. Indian Broadcasting, HK Luthra, Publications Division, New Delhi, 1987 3. Broadcasting and the People, MehraMasani, NBT, New Delhi, 1985 4. Basic Radio Journalism, Paul Chantler& Peter Stewart, Oxford, 2003 5. Writing for Broadcast Journalists, Rick Thomson, Routledge, New York, 2010

SUPPORTIVE COURSE CHOICE –III

L T P C 3 0 0 3 MEDIA LITERACY

OBJECTIVE:

To allow the students to critically understand the content and content of media content, production and reception from a pluralistic perspective.

UNIT I - Media role in Society Media and Society: Functions of Mass communication –Contemporary importance of Media in modern society 10 L

UNIT II – Media influence, dependency & democracy in society Media’s influence on audiences’ thinking and social behavior: Media dependency-Pluralistic media and Indian society. Media in Democratic Society- Political economy mass media 10 L UNIT III – Media, politics & culture Media, politics and ideology: Market oriented media and social dilemma, culture and communication –mass-mediated culture- Communication and social conflicts- Religion and communication – Popular culture 09 L

UNIT IV – Negative Functions of Mass Media Mass Media Dysfunctions: stereotyping, cultural alienation, impact on children; Portrayal of women and children – vulnerable groups 08 L

UNIT V – Concepts of new media Communication across cultures – new communication technologies - New media context, access, control and use – Digital Divide - Cybercrime – challenges - Regulatory mechanism. 08 L REFERENCE BOOKS

1. Communication and culture – A World View. K.S.Seetharam.MC Graw hill Publishers. New Delhi, 1991. 2. Mass Media and Political Thought (Ed) SidenyKrans and Richards Perlof, Sage 1985 3. Mass Mediated Culture, Micheal R. Real, Prentice Hall, 1977 4. Communication and Media: Constructing a Cross Discipline –GeorageN.Gordon, Hasting House, 1975 5. Information Inequality, Hebert T. Shiller, Routelge, 1996 6. Television Audience and Cultural Studies, David morley, Routledge, 1998

COMMUNICATION RESEARCH L T P C 4 0 0 4 OBJECTIVE:

To empower the students in communication research in terms of the basic concepts of research, its approaches, sampling and data analyzing techniques.

UNIT I – Primary aspects of research Concept of research; Meaning, definition and nature of research; Characteristic features of scientific research; Communication research: Importance of media research; Areas of Communication and Media Research; Basic Elements of research; Formulation of research problems – Conceptualization, Operationalisation, and Measurement – Types of scales - Research Procedure. 14 L

UNIT II – Methods & approaches in research Research approaches – Qualitative and Quantitative methods - Hypothesis and variables; Experimental Research; Survey research; Longitudinal research; Content Analysis; Data and Types; Advantages & Limitations 10 L

UNIT III - Sampling techniques in communication research Sampling; Sampling Design; The sampling process; Sampling methods; Tools and methods of research; Questionnaire and schedules; Observation - participatory and non participatory; Interview method; Case study; Coding for content analysis of text, audio and video. 12 L UNIT IV – Significance, application & ethical issues in research Importance of research in media; Application of research in electronic media, Print, Advertising, New Media; Formative and summative research; Ethical issues in media research; Media research as a tool of reporting. 12 L

UNIT V – Statistical methods in research Application of Statistics; Tabulation and classification of data; Data analysis, software for data analysis interpretation; Elementary statistics - mean, median and mode; Inferential statistics - correlation and regression and test of significance, principle and theory; Graphic and diagrammatic representation of data; Indexing, citation and bibliography; Research report writing. 12 L

REFERENCE BOOKS

1. Scientific Method and Social Research by B. N. Ghosh, Sterling Publishers N. Delhi 92 2. Media and Communication research methods: an Introduction to qualitative and quantitative approaches: Arthur Asa Berger ; sage: 1933 3. Applied Communication Research: Judith M. Buddenbaum& Katherine B. Novak, Blackwell, reprinted in India by Surjeet, 2005. 4. Mass Media Research– Processes, Approaches & Applications: Roger D. Wimmer& Joseph R. Dominick, Wadsworth, 2008. 5. Research Methodology– A Step-by-Step Guide for Beginners: Ranjit Kumar, Pearson, 2008. 6. Statistical Methods for Practice & Research– A Guide to Data Analysis Using SPSS: Ajai S. Gaur &Sanjaya S. Gaur, Response Books, 2009.

FILM STUDIES L T P C OBJECTIVE: 4 0 0 4

To enable the students view and understand film as a historical document of social cultural political and economic entity of a society. It also enables the students to appreciate the different technical aspects in a film and analyze it with film related theoretical backgrounds.

UNIT I - Essential concepts of films Critical introduction to the origins of film studies as an academic discipline – Characteristics, functions, limitations of film media, elements/genres of cinema - Defining narrative- diegetic and non-diegetic elements – Narrative structure – Alternatives to narrative fiction film- documentary, ethnographic and experimental (avant-garde) films 14 L

UNIT II – Initial stages of world & Indian Cinema Histories of pre-cinema, cinema and early cinema - Social context and film style- German Expressionism, Italian neorealism, French new wave, Hollywood, parallel cinema, Bollywood – Film authorship and the auteur – Independent documentary films India/Tamil Nadu 12 L

UNIT III – Key concepts on language and aesthetics of film Basic aspects of film language and film aesthetics: Mis-en-scene – Cinematography, Editing, Sound, Production, Stages and element of production 12 L

UNIT IV – Essential characteristics of Film Film as a medium: Characteristic - Film perception: levels of understanding - Film theory and semiotics - formalism and neo formalism - film language - film and psycho - analysis - film and cultural identity: reception aesthetics and film interpretation. Theorizing Indian cinema/Tamil cinema with particular reference to the cultural studies and political economy approaches 12 L UNIT V – Analyzing and Interpreting film An approach to film analysis- understanding audience expectations – The goal of film analysis- the importance of developing interpretive claims - economics of film production 10 L REFERENCE BOOKS

1. Adorno,Theodor (2002) The Culture Industry, Routledge. 2. Baskaran, Theodore (1981)The Message Bearers: The Nationalist Politics and the Entertainment Media in South India, Cre-A. 3. David Bordwell and Kristin Thompson (2010), Film Art: An Introduction, McGraw Hill. 4. John Hill and Pamela Church Gibson (1998), The Oxford Guide to Film Studies, Oxford,1998. 5. Hayward,Susan (1996) Key Concepts in Cinema Studies, Routledge. 6. Hughes,Stephen (2007) “Music in the Age of Mechanical Reproduction: Drama, Gramophone and the Beginnings of Tamil Cinema,” The Journal of Asian Studies, 66 (1), pp. 3-34. 7. Ray,Satyajit (1976) Our Films Their Films, Orient Longman.

L T P C 4 0 0 4 COMMUNICATION ETHICS, LAWS AND POLICIES

OBJECTIVE:

To inculcate the communication related ethics, laws and policies at the local, national and international levels with regard to reporting as per the norms or legal standards entitled by the mass media.

UNIT I - Overview on fundamental laws & features of Indian constitution Introduction to Indian constitution – overview - salient features - preamble - constitution - fundamental rights –Article 19 1 (a) – various freedoms reasonable restrictions - freedom of speech and expression and their limits – Fundamental Duties, Right to equality, Right to Constitutional remedies, various writs, Freedom of the press - Brief view of directive principles of state policy 14 L

UNIT II – Essential Media laws and its functions Defamation& contempt of court – intellectual property rights- trademark - patents & copy right media-related Acts: parliamentary privileges; books and registration Act; Working journalist Act, press council of India;Press commissions of India official secrets Act, cinematograph Act - Introduction to cyber laws, cyber crimes; TRAI, BRAI, Censorship and its different forms, cable TV Network Regulations Act.Cyber Security Policy 2013. 12 L

UNIT III – Ethics in various media laws and issues Introduction to media ethics – Philosophical background in ethics – Nature of media ethics – Personal ethics and group ethics – Consequences of personal choices – Moral judgment - Standards of taste – Gender and sexual orientation – Stereotyping – Mythmaking by the media – Obscenity and pornography, Sexual offences, Domestic Violence Act, Tabloid and Yellow Journalism – Violence and brutality – Reporting during Special - sensitive situations –– Ethical concerns in investigative journalism 12 L

UNIT IV – Understanding social aspects, codes & responsibilities Media and diversity – Ethnic, racial and cultural identities – Social responsibility of media in presenting a representative picture of all constituent groups in society – The role of media during conflicts and wars- conflict-reduction journalism, conflict-resolution journalism – coverage of state security issues and information access – The limits of the right to know - journalism ethics and patriotism -Ethics and cheque-book journalism – New roles for journalism and public opinion, Journalist code of conduct, Broadcast Content Complaints Council 12 L UNIT V – Associations, regulations, standards & accountability of media International instruments – Access to information laws and procedures – Right of reply provisions – and case studies right to information Act 2005 major judgments relating to media. Protection of whistleblowers –Laws regulating blasphemy hate speech, and racism –The law and professional standards relating to privacy – Free speech on the web, Media and Public Litigation, Accountability and Independency of media. 10 L

REFERENCE BOOKS

1. Basu, DD (2010) Law of the Press in India. Prentice-Hall India. 2. Basu DD (2012) Introduction to Indian Constitution, Prentice Hall Indi 3. Media Communication Ethics: Louis Alvin Day, Wadsworth, 2006. 4. Practicing Journalism– Values, Constraints, Implications: NaliniRanjan, Sage, 2005 5. Rape of the Family– Sexual Violence in Indian TV Soaps: Centre for Advocacy and Research, New Delhi, 2006.

L T P C 3 0 0 3

WRITING FOR NEW MEDIA

OBJECTIVE:

To enable the students understand the basic skills required for writing for new media especially the digital content writing, managements, planning and design.

UNIT I – Key aspects of new media content production Digital story-telling formats, Content writing, editing, reporting and its management 10 L UNIT II – Understanding web report and other media contents Structure of a web report, Content for different delivery vehicles 10 L

UNIT III – Primary concepts on Multimedia. Multi-media and interactivity, writing with hyperlinks 09 L

UNIT IV – Managing content Content management & content management systems, Storyboarding and planning 08 L UNIT V - Process involved in various new medias Planning and designing of Webpages, Blogs, e-newspaper, e-magazine 08 L REFERENCE BOOKS

1. Schmidt , E. & Cohen, J. (2013). The New Digital Age, John Murray. 2. Ward, M.(2002). Journalism Online, Focal Press. 3. Thornburg, R. M.(2011).Producing Online News: Stronger Stories, CQ Press,Washington. 4. Hall, J.(2001). Online Journalism, A Critical Primer, Pluto Press, London. 5. Shrivastava, K. M.(2013). Social Media in Business and Governance, Sterling Publishing. 6. Marshall,P. D.(2004). New Media Cultures, Oxford University Press. 7. Dewdney, A. &Ride, P. (2006). The New Media Handbook, Routledge, London.

L T P C 3 0 0 3 PUBLIC COMMUNICATION CAMPAIGNS

OBJECTIVE:

To study the different contexts of public communication campaigns at the local, state, national and international levels including the prospects and challenges in undertaking such campaigns.

UNIT I - Primary aspects of communication campaign Public Communication Campaigns – Definition – Concept – types – process – Communication strategies for National and State level campaigns – Social mobilization – Capacity building 10 L UNIT II – Theories & characteristics of Effective campaigns Communication Campaign principles and theories – characteristics of effective campaigns – factors determining the success of campaigns 10 L

UNIT III – Media Institutions & Campaign planning Media Units in India – Dissemination of Government policies and programmes - Campaign planning – strategies, norms - challenges 09 L

UNIT IV - Evaluation & Challenges in Campaigns Campaign evaluation – Public Communication Campaigns in India – Trends – Reach and effectiveness - Challenges 08 L

UNIT V – Preparing Campaign proposal Practical: Design and submit any two campaign proposal assigned by the teacher 8 L REFERENCE BOOKS

1. Coffman, J. (2002, May). Public communication campaign evaluation: An environmental scan of challenges, criticisms, practice, and opportunities. Cambridge, MA: Harvard Family Research Project. 2. Public Communication Campaigns, Rice, Ronald E. &Atkin, Charles K. (eds.), Sage Publications: Thousand Oaks, CA, 2001, pg. 5. 3. Coffman, J. (2003). Lessons in evaluating communications campaigns: Five case studies. Harvard Family Research Project. 4. Wilson, L. J., & Ogden, J. D. (2008). Strategic communication planning. (5th ed). Duburque, Iowa: Kendall/Hunt. 5. Rogers, E. M., & Storey, J. D. (1987). In Berger C. R., Chaffee S. H. (Eds.), Handbook of communication science. Beverly Hills: Sage publications.

L T P C PRACTICAL - CASE STUDIES: MEDIA CONTENT 0 0 4 2

OBJECTIVE:

To enable the students write case studies relating to media content and interpret the case from different levels.

For Case Studies: Media Content, the student has to take up a case study related to the core subjects offered in this semester of which he/she with the permission and approval from the faculty allotted. He / She should analyze a case and study in-depth and should interpret in the form of a report, which will be evaluated at the end of the semester with a viva-voce. SEMESTER IV

L T P C 4 0 0 4 DEVELOPMENT COMMUNICATION

OBJECTIVE:

To study the role of communication in the context of development of a society by applying development communication theories and framework.

UNIT I – Fundamental concepts of development communication Development- concept, processes and models of development – Indicators of development Characteristics of developing and developed societies – Gap between developed and developing societies – Development Communication- concept, strategies and barriers. 14 L

UNIT II – Issues & case studies Development communication issues- health, education, poverty and hunger, agriculture, environment, sustainable development, gender equality, Millennium Development Goals (MDG) – Development Support Communication – Information Education Communication (IEC) and Behavioral Change Communication (BCC) – Case studies. 12 L

UNIT III – Process of research and participatory approach in development communication Research for development communication – Identifying stakeholders – Field techniques for data collection – Participatory development – Participatory Rural Appraisal (PRA) techniques – Computer- assisted reporting and research. 12 L

UNIT IV – Traditional Media forms Human communication and traditional media – Inter-personal and group communication – Origin, concept and characteristics of traditional media- relevance in contemporary society – Case studies of traditional media forms in India- folk songs, folk dances, folk theatre, folk tales, puppetry, folk games and street theatre. 12L

UNIT V – Mass Media and development communication Mass communication and modern media- internet, radio, TV, films and animation Development journalism and communication through grassroots comics, cartoons and posters – Choosing appropriate media, planning and producing communication for developing societies. 10 L REFERENCE BOOKS

1. Communication for Development in the Third World: Srinivas R. Melkote& H. Leslie Steeves, Sage, 2008. 2. Communication of Innovations– A Journey with Everett Rogers: edsArvindSinghal& James W. Dearing, Sage, 2006. 3. Communication Technology and Human Development– Recent Experiences in the Indian Social Sector: AvikGhosh, Sage, 2006. 4. Communications Development and Civil Society: V.S. Gupta, Concept, 2004. 5. Development Communications and Media Debate: MridulaMenon, Kanishka, 2007. 6. Development Journalism– What Next?– An Agenda for the Press: D.V.R. Murthy, Kanishka,2007

L T P C 4 0 0 4 INTERNATIONAL COMMUNICATION

OBJECTIVE:

To inculcate the need and importance of communication in international level and its growth, reach, prospects and challenges put forth to the different nations of different levels.

UNIT I - Overview on International communication

Political, economic and cultural dimensions of international communication - Historical context of international communication- world systems analysis - Imperialism, electronic imperialism & electronic colonialism theory, hegemony – Discourses of globalization 14 L

UNIT II – News Flow & International agencies

International news flow- imbalance, Media growth- International, regional, internal disparities - International news agencies- Reuters, AFP, AP – Setting global news agenda, news flow patterns- offline and online – A critique of western news values – Al Jazeera: an Arab news media challenging the West – Media’s role in international relations and public diplomacy – CNN effect: a case study. 12 L

UNIT III – ICT in International communication

Impact of new communication technology on news flow - Satellite communication- its historical background, status, progress, effects. Information superhighway. Telecommunication and regulatory organization – ITU- Issues in international communication. Transnational media corporations – Cross media ownership – Global internet services – International broadcasting – Code of conduct - Alternative media – Case studies – Inter Press Service, OneWorld.net, Undercurrents. 12 L

UNIT IV – International Associations, norms & declarations

Communication as human right. UNOs universal declaration of human rights and communication. International agencies and syndicates, their organizational structures and functions – UNESCO, UNICEF, etc 12 L

UNIT V – Prospects & Trends in International communication

New World Information and Communication Order- a critique – Alternative communication – Global communication politics today - Propaganda and embedded journalism – Free flow of trade – Protecting intellectual property – Global digital divide – Global public sphere and creating a global civil society. Traditional media ownership and issues of sovereignty and security. 10 L

REFERENCE BOOKS

1. Current Issues in International Communication: L. John Maritn& Rey Eldon Hiebert, Longman, 1990. 2. Global Communication– Theories, Stakeholders, and Trends: Thomas L. Mcphail, Wiley- Blackwell, 2005. 3. Global Communication in Transition– The End of Diversity?: Hamid Mowlana, Sage, 1996. 4. Global Communication: edYahya R. Kamalipour, Wadsworth, 2006. 5. Handbook of International and Intercultural Communication: eds William Gudykunst& Bella Mody, Sage, 2002. 6. International Communication– Concepts and Cases: KwadwoAnokwa, Carolyn A. Lin & Michael B. Salwen, Wadsworth, 2003. 7. International Communication– Continuity and Change: DayaKishanThussu, Arnold, 2006.

L T P C 4 0 0 4 NEW MEDIA STUDIES

OBJECTIVE:

To study the basic concepts relating to new media networked society, historical context, its growth, the different technologies, new digital citizenship, digital divide, governance and related issues.

UNIT I – Initial Stages of New Media What are New Media? The Rise of Postmodern, Networked Society, the Early Internet and Web 1.0 14 L

UNIT II – Concepts & Trends in New Media Historical context, current trends and future projections of digital communication methods, Finding and Evaluating Online Information 12 L

UNIT III – New Media, Technology and social aspects Digital media technologies – current and future – Socio, political, cultural and economical consequences – Social and Technological, Personal Learning Networks 12 L

UNIT IV – Digital aspects of new media Digital Industries and the Life Cycle, Digital Economics, Online News, Online Politics, New media and the transformation of time and space 12 L

UNIT V – Citizenship, regulation & democracy in new media Digital Citizenship: Expression and Regulation, Access and the Digital Divide, Governance and citizenship: democracy, the state and (cyber) activism 10 L

REFERENCE BOOKS

1. Jan A G M van Dijk, (2005). The Network Society: Social Aspects of New Media, SAGE. 2. Leah A Lievrouw, Sonia M. Livingstone, (2006).Handbook of New Media: Student EditionSAGE. 3. New Media & Society, Sage Publications, 2003 4. Lyn Gorman, David McLean, (2009).Media and Society Into the 21st Century: A Historical Introduction, John Wiley & Sons. 5. Eugenia Siapera, (2011). Understanding New Media, SAGE. 6. Martin Lister, (2009). New Media: A Critical Introduction, Taylor & Francis.

L T P C 4 0 0 4 E-CONTENT DEVELOPMENT

OBJECTIVE:

To enable the students with the need, importance and skills in developing e-content, with the basics of its production and the benefits of e-learning.

UNIT I - Basics of E-content development NATURE AND SCOPE- Content production and management – Concepts, past, present and future of content industry, Various media and contents, new trends and opportunities in Content and Technology Enhanced Learning Systems. 14 L

UNIT II - Primary aspects of E- content production E-CONTENT PRODUCTION- Definition of e-content – Designing of e-content, structures, modules, e-content planning –Moodle web application – Production techniques, software, lifecycle of e-content – Content Management, Systems – Templates, standard characteristics and, delivery, effectiveness of e-content–e-Publishing processes – e-Author, e-Editing, e-Publishing. 12 L UNIT III – Concepts on E-Learning E-LEARNING- e-Learning and e-learners, e-courses, e-learning ability – Open educational resources – Learning authoring – e-learning technologies – Learning authoring tools, Repository of educational content, Problem Based Learning – e-Learning Platforms, Production and Re- utilization –Learning processes and context, Management of e-content production (project). 12 L UNIT IV – E-learning & Technology TECHNOLOGY LEARNING SYSTEMS - Computer and Internet Enabled Learning – IP Learning – Mobile learning – Videoconferencing – VSAT – Online learning – Web conferencing – Standalone e-learning – Assisted e-learning – e- Cooperative learning – Blended learning – Info Learning – Small learning – Open source Software. 12L

UNIT V – E content & Business Management E-CONTENT BUSINESS- Content business – Present trends and future – e-Content for different types of industries –Education, marketing, training, agriculture, etc. – Economics of e-content business, budget and market trends. 10 L

REFERENCE BOOKS

1. Robin Manston and Frank Rennie.e-Learning: The Key Concepts, Routledge, London & New York, 2006. 2. Jeong-Baeson and Shirley O’Neil. Enhancing Learning & Technology: Pedagogy, Technology and Language, Academic & Professional Publishers & Consultancy Services, Queensland, Australia, 2007. 3. K.L. Kumar. Educational Technology, H.S. Poplai for New Age International Pvt. Ltd., NewDelhi. 1998. 4. IGNOU. Effective Learning: A Practical Guide for Open and Distance Learners, IGNOU, New Delhi, 2005. 5. K.L. Kumar. Educational Technology, H.S. Poplai for New Age International Pvt. Ltd., New Delhi. 1998. 6. U.V. Reddi and Sanjaya Mishra. Educational Media in Asia, Commonwealth of Learning, Vancouver, 2005.

L T P C 3 0 0 3 SCRIPT WRITING

OBJECTIVE:

To instill the skills and concepts required towards writing scripts, understanding its basics, types and ways of writing for different media platforms with necessitate tools and techniques.

UNIT I – Basics of Story writing Storytelling and drama – conception of idea - sources – types of storytelling –characteristics of a story – basic structure of a story – cause effect event structure – narratives – types 10 L

UNIT II – Types & Characteristics of Script Scriptwriting – types – characteristics –elements of scriptwriting – Action, character, setting, theme, structure – different types of characters – types of scripts based on structure – three act structure – plot points – sequences 10 L

UNIT III – Writing script for various media Scriptwriting for different media, programs, time chunks, fiction-non-fiction, documentaries, Entertainment Programs (un-scripted) - writing for special audiences. 09 L

UNIT IV – Script Writing techniques Scriptwriting tools and techniques – formats – dialogue – basics of script analysis 08 L

UNIT V – Preparing Script report Practical: Submission of scripts and script analysis assigned by the course teacher 08 L

REFERENCE BOOKS

1. Armer, Alan; Writing the screenplay, Wadsworth. Thompson earning, 2001 2. Morley, John: Scriptwriting for high impact video. Wadsworth 3. Millard Robert- Writing for Television and Radio 4. James Thomas-Script analysis for Actors, Directors and Designers

L T P C 3 0 0 3 SCIENCE COMMUNICATION

OBJECTIVE:

To study the need, scope and importance of science communication, the historical context and growth, its development, related theories and influences of science communication in the society.

UNITI - Primary concepts of science communication Definition of science communication – nature and scope of science communication – Characteristics of Science Communication – Promoting scientific temper – Method of Science- Social role of the science communicator - qualifications of a science communicator. Media as a tool for science development – Government’s media tools for science communication. 10L

UNIT II –Movements & organizations in science communication Science communication movements and organizations – science reporting –Science Popularisation - Chipko Movement – Appiko Movement–Narmada BachaoAndolan–Silent Valley movement–Green peace-VigyanPrasar – NCSTC – Koodangulam Issue- National Council of Science Museums-Science Forum – Science Clubs - Children’s science forum. 10 L UNITIII – Development of science communication Science Communication and Development–Science popularisation and rural development-Green revolution and White revolution-Science Reporting; Role of media in sensitizing the people – Pollution-Air, water, soil-Biodiversity preservation; International Protocols, Global summits- Significance of environment conservation, need for proper research and accurate data. 09 L UNITIV – Theories and impacts Evolution theory-Social impacts of Evolution theory-Emergence of modern science- Science and Enlightenment-Science content and Book and Encyclopedia publishing-Science content in journalism. 08 L

UNIT V – Concepts, Scope & ideologies Science, Nature and Gender-Modern science as patriarchy's project - The violence of reductionism - Profits, reductionism and violence - Two kinds of facts - Two kinds of rationality – Modern science and ecological crises - The natural-unnatural divide- Women in Nature-Nature as the feminine principle - Nature and women as producers of life – Gender ideology vs. the recovery of the feminine principle. 08 L

REFERENCE BOOKS

1. Vandana Shiva, The Violence of the Green revolution, Zed Books, London, 1993. 2. Vandana Shiva, Staying Alive: Women, Ecology and Survival in India, Kali for Women, New Delhi, 1988. 3. Sharon M.Friedman, Scientists and Journalists (Reporting Science as News) 4. Rachael Carson, Silent spring, Penguin Publishers, New Delhi, 2000. 5. Robert Darnton, The Business of Enlightenment: A Publishing History of the Encyclopédie, 1775-1800, Belknap Press Of Harvard University Press, 1987. 6. J.V. Vilanilam,Science Communication and Development in India, Sage, New Delhi, 1993.

L T P C DISSERTATION / DOCUMENTARY 0 6 0 10

OBJECTIVE:

To enable the students put forth their learning in the entire curriculum of this course by producing a research dissertation or a documentary in the area of mass media. To empower the students with more practical knowledge and skills by enabling them to undertake internship and lab journal work as part of the curriculum.

Dissertation

For dissertation the student has to take up a research study with the permission and approval from the guide allotted. He should choose from the broad field of Journalism and Mass Communication and submit the research report. The viva-voce will be held at the end of the semester.

Documentary

Every student opting for documentary production should produce the same on any socially relevant theme. The duration of the documentary should be for 10-15 minutes with sub-tiles in English.

LAB JOURNAL& INTERNSHIP

Lab Journal - Every Student has to edit and publish one issue of THAMIRABANI in Soft/Hard copies of a 12 page under the supervision of a teacher concerned. The Student shall be the editor and publisher of this publication and it shall be his/her responsibility to get writers and contributors for the same. Marks shall be assigned for quality of language, content and design.

Internship –The students need to undergo internship for Four weeks at a stretch in any media organizations outside the southern districts of Tamil Nadu during the first year end semester holidays in consultation with his/her mentor/HOD.