B.Sc.(Mass Communication, Advertisement & Journalism) SEMESTER I BSCMCAJ-101: Principles of Communication – I Fundamentals of Communication Meaning of communication, features, importance, patterns, techniques of communicationformal/ informal, verbal/written, downward & upward. Barriers of communication, Essential of communication, 7 C’s of communication, Factors affecting process of communication. Process of Communication Transmission of ideas, facts & figures from one person to another, elements of communication process (message, sender, encoding, channel, receiver, decoding, acting & feedback). Forms of Communication Intrapersonal communication, interpersonal communication, group communication (public, crowd, small group), mass communication, non-verbal communication, body language. Oral Communication Planning and conducting interviews, selection interviews, reprimand interviews, clinical & psychological interviews, grievance interview, exit interviews, preparation with reference to welcome, introduction and thanks. Listening skills Listening, types of listening, barriers to listening, effective listening skills. Reading skills Model of reading to learning, reading tactics and strategies, reading purposes – kind of purposes and associated apprehensions, reading for meaning, reading outcomes. PRACTICALS: P – 1.2 a) Writing an application, business letter, memo and personal resume b) Develop an awareness of Reading to Learning procedure c) State reading purpose & comprehension d) Listening exercise – listening to news on Radio & TV e) Conversation & lecture Suggested reading a) Business Communication - K.K.Sinha (Galgotia Publishing Company) b) Communication – Asha Kaul (Prentice Hall India) c) Communication – C.S.Rayadu (Himalaya Publication) BSCMCAJ-102: Global Comparative Media 1. Media: Media, types of media, concepts of global media 2. Global advertising: Global advertising, global agencies, global media, choice of global media 3. Global market place: Global market place, requirement of global market place, types of global markets, doing business abroad. 4. Global campaign: Global campaign, global marketing environment, global consumer research. 5. Global media environment: Global media environment, global electronic media, global print media, global new media. 6. Ethical and legal considerations: Ethical and legal considerations in global media environment, impact of technology. 7. Case studies: Case studies in Global media. Suggested Readings 1. Global Comparative Media – M.K. Rampal BSCMCAJ-103: Information Technology 1. Introduction to information technology - Information - Characteristics of information - Uses of information - Flow of information in Organisation - Levels of information - Categories of Information - Information Technology 2. Introductory concepts and applications of computers - Introduction to computers - Importance of computers - Computer application in various areas of business • Computers in Personnel department • Computers in Finance department • Computers in Marketing department • Computers in Production department • Office Automation - General Application of computers in various fields 3. Fundamentals of computers - Classification of computers - Basic principles of operation of digital computer • Input unit • Central processing unit • Output unit - Computer system - Computer virus - Development of computers and computer generations • History of computer • Generation of computers - Computer number system 4. Data processing - Data Processing concepts - Data Processing cycle - Objectives of Data Processing - Steps of Data Processing - Data Processing operations - Data Bank - Database MS PowerPoint and MS Excel. Windows .Why multimedia .Office 9.3: Computer Lab: MS Office 2000.Types of Networks • Local area network (LAN) • Wide area network (WAN) • Metropolitan area network (MAN) .Internet • Evolution of internet • Service of internet . MS Word.Word • MS.World Wide Web (www) 8.Private & public keys PRACTICALS: P – 1.Transaction Processing 5.E-commerce • Reasons for the growth of E-commerce • Features of E-commerce • Importance of E-commerce • Objectives of E-commerce • Types of E-commerce . . Operating system .Topologies. E-commerce & internet .Basic application of MS.Introduction to network .Basic Commands . Networks .B-2-B & B-2-C communication .Methods of Data Processing .PowerPoint ..Excel • MS.Functions of operating system .Extranet .Types of media .Presentation & Advertisement .Components of MS. Introduction to multimedia . 7.Types of operating system • DOS (Disk Operating System) • UNIX operating system • Windows operating system • Windows 98 • Windows NT workstation 6.Office • MS.Intranet • Features of Intranet • Working of Intranet • Advantage of Intranet . BSCMCAJ-105: Communication & Soft Skills UNIT I Essentials of Grammar: . Computer Fundamental – P. R.Making of a Newspaper a) News Reporting. Democratization communication and culture. Power & Censorship in the Press . .Stages in History of Advertising. 4. 2.Types of groups .Globalisation .Press codes & Ethics a) Code of Ethics in Indian Journalism.Suggested Readings 1.Introduction to Mass Communication . . Introduction to Information Technology – R. c) Sub Editor. BSCMCAJ-104: History & Industry of Mass Communication 1.Model of Gate-keeping by White.Agenda setting. . `O’ Level –V. b) Press Councils guide to Journalistic Ethics.The two step flow of information .Introduction . The Psychology and Sociology of Media Audiences . 3.Eras of Mass Communication . Gatung and Rouge. Jain 3. Model of Mass communication . Issues in Communication .Parameswaran.New world of communication order recommended by Mcbridge Media Imperialism. T.Introduction to Journalism .K. e) Feature Writing and Interviews.The public and the public opinion .The Mass Audiences and their nature . d) Headlines.Role.Ball – Rockreach and Defier’s dependency model .Model of Agenda setting and effects .The Psychology of Audiences .K.Kiatz and Lazarfield’s two step model.Jayalakshmi (S.Mass media and public opinion . 5. Computer Today. b) Investigative and Interpretive Reporting.Chand) 2.Media Audiences . Sarvana Kumar.Group by Group . Sinha 4. . UNIT V Interview Preparation: • Types of Interview • Preparing for the Interviews • Attending the Interview • Interview Process • Employers Expectations • General Etiquette • Dressing Sense • Postures & Gestures UNIT VI Group Discussion & Presentation: • Definition • Process .• Parts of Speech • Punctuation • Vocabulary Building • Phonetics UNIT II Office Management: • Types of Correspondence • Receipt and Dispatch of Mail • Filing Systems • Classification of Mail. • Role & Function of Correspondence • MIS • Managing Computer UNIT III Letter & Resume Writing: • Types of Letters-Formal / Informal • Importance and Function • Drafting the Applications • Elements of Structure • Preparing the Resume • Do’s & Don’ts of Resume • Helpful Hints UNIT IV Presentation Skills: • Importance of Presentation Skills • Capturing Data • Voice & Picture Integration • Guidelines to make Presentation Interesting • Body Language • Voice Modulation • Audience Awareness • Presentation Plan • Visual Aids • Forms of Layout • Styles of Presentation. Word. networking. Exercises in different types of interviews. Writing resumes. Listening exercises. Public speaking. Business Communication – K. Best 2 of 3 shall account for final grades (70% Test & 30% Presentation) Reference Books : 1. reading exercises. Reporting. 3. MS Office. of presentation time & 45 minutes of discussion on his/ her presentation. PowerPoint. News writing. Preparing Case Study for National/ International issue. . Basic Grammar – Wren & Martin BSCMCAJ-106: Practical Visit to Newspaper offices. 2.• Guidelines • Helpful Expressions • Evaluation (Note: Every student shall be given 15 minutes. Preparing assignments and projects. Letter to editors. Making a dummy newspaper. Business correspondence. Exercises in spoken and written languages. Conducting and participating in group discussion.) The student will be evaluated on the basis of : his / her presentation style Feedback of Faculty & Students General Etiquette Proficiency in Letter Drafting / Interview Preparation The paper is internal and at least 3 tests will be taken.K. Making Power Point presentations.Sinha. Introduction to computers. Business Communication – Pal & Korlahalli. Excel. Theories of Mass Communication: Meaning of theories based on scientific study & analysis.Difference between News & Information Journalism & Communication . What is News? Definitions. Objectives. Baldev Raj Gupta in India Keval J Kumar Journalism in India D S Mehta Theory Denis McQuali BSCMCAJ-202: Print Media & Photo Journalism 1. Mass Communication & Development Dr. Dimension. Other functions. Mass Communication 3. Nature of News. Inform. special interests. Trends in modern journalism . Print media in India: on overview SUGGESTED READINGS 1.mass media and democracy. SEMESTER II BSCMCAJ-201: Mass Communication Concepts and Processes 1. Mass Communication 4. Hard & Soft News. Characteristics & features Scope the concept of Mass & Mass Culture of Mass Communication 2. News Value. Radio. Ideals. Objectivity & Fairness.Influence of TV channels on serious news reporting in print mediaSensationalism & Entertainment. Importance.Stories of High Interest . Tools of Mass Communication: (a) Newspapers. Requirements. Functions of Mass Communication: To-Persuade.Celebrity Journalism. Educate. Theodore Peterson & Wilbur. Qualities of News. Mass Communication: Meaning & definitions. Magazines. according to Fred Siebert.functions . Four major theories of Press. and Entertain. . Internet (b) Advertising. Films. Purpose & Functions. TV. Orientation & Perspective. Verification. Journalism : Concept. 2. Journalism and Mass Communication: Mass media and modern society . (a) Authoritarian Theory (b) Libertarian Theory (c) Social Responsibility Theory (d) Soviet Communist/Workers Theory (e) Other Theories: Development Media & Democratic Participant Theory 5. Why is News Important . Growth. Mass Communication 2. Impact & Influence of Mass Media 4. Schramm. Records. Mass Communication and other forms of Mass Communication Interface between Intra personal & Mass Communication 3. Nature. News as a process. Public Relations & Public Affairs (c) Traditional & Folk Media 6. environment. Camera and Photo: Shots .types of leads. politics. Reporting: Reporting techniques .their types and functions . News Media Operations: How news media functions? Three Modes of Daily Journalism. 7. Photographing people: Portrait and still. Development of photographs . 2.the . Preparing Display boards on important news events/topical issues 3.meaning . landscape. 3.news agency copy.pictures for newspapers and magazines .film . disasters 8. photography for advertising.subject and light.essays . wildlife. Approaches of Journalism.record .4 1. composition of photography .I 1.news .How it nationalises the news? Agenda setting function of the National media. Reporting: Crime. courts. field assignments and their evaluation. 6.photo editing .types . environment. portrait and still. writing news .Feature 10. Lens and other Accessories 4. National media . landscape.elements.pitfalls and problems in reporting .3. sports.off . qualities essential for photo journalism. New categories of News.shutter .procedure . Discussion and analysis of newspapers and news magazines 2.photo features.qualities of a 'reporter . Different kind of Shots 5.developing photographers' manual and computerised photography.formats .different types of photographs action . Cameras.political and social photography. practicals. civil administration.How it is done? 6.types .attribution . civic.lead . functions and responsibilities. health.techniques of re-writing . Photo editing 7. Photography: Elements and principles .impact of technology. follow .colour photography . Photo .up. culture. Reporting: Principles of reporting. Press Organisations.photographer's jargon. Syndicates 5.war . Field assignments and their evaluation BSCMCAJ-203: Reporting & Editing .visual language .speed . Photography for Advertising 9. PRACTICALS: P – 1.types and functions accessories. Photographing people.lens . functioning & role of PTI and UNI. . conflicts . industrial disasters. International News Agencies.focus . sources . News values for pictures: Photo . 9. picture magazines .selection of subject . body .pool reporting.embargo . News Agency Journalism: History. 8. Photographic equipment : Cameras . 4. Feature. education beats. sports. Principles of editing. problems in telephonic communication. functions of editorial desk. different sections and their functions. paralanguage and temporal communication. business letters. scatter diagrams. Non-Verbal Communication Non-Verbal behaviour as communication. sample telephonic conversation dialogue form. the use of chart. title of charts. collection. proof reading symbols and their significance. weekly newspaper and periodicals. Space communication – physical environment. choosing of suitable charts. Facial communication. types and techniques BSCMCAJ-204: Communication Skills Theories of Communication a) Hypodermic Needle – Theory b) Two-step & Multi-step Theory c) Commercial Theory d) Play Theory e) Uses & Gratification Theory f) Selective Exposure. line charts. Headlining . presentation and reports. editorial desk. logical ordering. Preparation of matters of Meetings The writing of notices. 6. Body communication and body movement. preparation of first draft of the report. sub-language and culture. types and essentials of ideal reports. Selective Perception & Selective Retention Theory g) Individual Difference Theory Models of Communication a) SMR Model b) SMRc Model c) Shanon & Weaver Model d) Laswell Model e) Osgood Model f) Dance Model g) Schramm Model h) Gerbner’s Model i) New Comb Model j) Convergent Model k) Gate Keeping Model Written Communication Meaning of business report. classification and selection of information. . Functions and qualifications of a sub-editor and chief--sub editor. Meaning and barriers in verbal communication. Language. 5. Telephone handling manners Receiving the call. designing messages.style sheet .4. copy-editing preparation of copy for press . memos. personal resumes.editing symbols. Verbal Communication Universals of verbal communication. organisation & conduct of conference. Editing: Nature and need for editing.principles. agenda & minutes. 7. copy selection and copy testing. Structure and functions of newsroom of a daily. writing application. silence. Transferring photographs to pages. Using colours. Scanning printed images. Newspaper. Sinha (Galgotia Publishing Company) 2. CorelDraw. field assignments for news photography. Photo features. Formating Techniques. Classic Art Techniques.Cartoons .Suggested Readings 1. Improve your word power – R. Web Graphics with Adobe PhotoShop. PRACTICALS: P – 1.Graphs COREL SHOW . . Macro Media free hand. Control of Object Outlines . Formatting type/font. Quark press 2. Web Graphics with Macro Media fireworks 3. Advertising. Clipart and Symbols . Editing exercises for print copies. 4.Bitmap Graphics . Design for presentations. Visits to newspaper offices. Editing photographs.Conversions .K. A Practical Grammer of English – Thomson & Martinet 3. Selecting backgrounds. Outing. Graphics: Adobe Illustrator. Radio. Page layout preparation. Photography for Advertising. 2. Reporting for various beats. Working with text.Text Creation and Alignment . Page Setup. Analysis of Newspapers. applications. Page Layout: Adobe Page Maker. Business Communication – K. Student Companion – (Rupa) BSCMCAJ-205: Computer Application for Journalism 1. Graphics and Drawings. Using frames. Page Maker. Adobe PhotoShop. MS Publisher.Birley 4. memos. TV. Interfacing. Writing Headlines . Writing Business reports. Working with Objects. Printing. Exercises in photography. Creating tables.5 COMPUTER LAB 1. Presentations on non verbal communication. Corel Draw Environment.Use of colours in publishing concepts. Working with images. SEMESTER II BSCMCAJ‐206 Writing News for different mass media viz. MS Power Point. What reporters do .Organising the facts . 9. 2.Handling telephonic conversations. checking.Stores with many names .Some other aspects of the Lead .Verifying Facts .Where reporter work .The Stylebook.Time and Timeliness .The Inverted Pyramid: advantages & disadvantages.involving the reader .Accidents . Economic & Commercial. Bylines Checklist for the standard of the news story.Angles . Writing the Lead .I 1. Technical & Science Reporting & the rest.Holding something backPlaying with words .Datelines. 3. Legal. Developmental. Action & Fire Stories . Editorials. Gathering The News: Reporting & Reporters .Time elements . Taking notes.Interviewing techniques. finding.Context & background . Corel Shop.Reporting skills .Stories .keeping it simple . Press releases.II 8.Accuracy always .Credibility . verifying. Credit Lines. Writing notices. Use of Adobe PageMaker.Training & Qualifications to be a reporter .Identification . 6.No news Lead . 5. Political.Tying the story together Depth reporting.Technical words & Terms .Creative Leads. The Business of Mass Media & Reporter.Attribution . Other approaches .Verifying quotations . Illustrator.Incident Story . 4.obscure details .Finding the appropriate verb . Investigative.Kinds of Leads .Variations on the summary Lead .Allusions .Confessing errors. Middle. 10.The feature touch writing feature . Profiles Letters To The Editor.II: Coming events .Jargons & euphemism .The summary Lead .Style. Book Reviews.Made news . Corel Draw. Interpretative. Photoshop. Part .Reporting for Newspapers .Interviewing Asking questions . Crime. Writing The Story .Structure & Organisation .Reporting the expected & unexpected . Extracting Stories from outside copies: Citizens. Articles. Writing Hard News. Sports. Clarity And Accuracy: How much do readers know? Define & Explain .Direct address. Institutional sources Ministries & Govt. Film Review. agendas and minutes. Writing The Story: Single .Questions .Types of interviews .Stories with holes . .Localising . analysing & interpreting information . Types Of Reporting: Objective.Obituaries Anecdotes & Tributes . Skills For Writing News: The basic formula .Unanswered questions . Observation (listening & seeing). SEMESTER III BSCMCAJ-301: Reporting Techniques & Skills Part .The imperative . 7. Writing For Magazines: News .A nose for News. Departments etc.Thinking through the Lead ."Allegedly" .Suspended Interest . up of a Magazine 4. 4697/5-21A. Sub . What comprises Editing. Editor . (c) The Photo Section: Chief Photographer & Other Photographers. Kamath BSCMCAJ-302: Editing: Concepts & Processes PART I 1.Editor (s). (b) Chief Reporter & Other Reporters. b) With The Advertisement Department. Basic criteria for testings copy. 5. Into The Newsroom: Role of the News Editor. Fax no. Objectives & Scope of Editing 2.editor. Facts of Editing.Reading. Make-UP. News Treatment as in Index of identity with target audience. Assistant editor (s) . Internal Sources . News Writing . New Delhi – 110 002. 2. Ansari Road. Editorial writers their functions.V. Dark . Introductory: Meaning Concept. Editorial Set . Photo Journalism: How is News Photography different from the rest . Approaches to Different Types of Copies. Processing. Part . Freelancers. Ph.III 11.Analysing the camera angle Action photography . Judging the . Kamath 3. Managing . Daryaganj. Editing Processes: An Overview. Printing And Such Others And Their Functions.: 3288285).Choosing the right . The Professional Journalism .Reporters . 3270497. c) With The Circulation And Promotion.their functions.in Chief. 7. Glossary of Newspaper terminology SUGGESTED READINGS 1.Section: Chief Sub . V. Namely . Principles of Editing.M. Correspondents.pix . 6. Resident editor.Sports Reviews. Basic Editorial Set . Stringers. Proof . Editing Desk vs Reporting . Co-ordination Process: a) Co-ordination of The News Room With The Press And Its Various Sections.Composing. His Responsibility for Organisation And Selection of News.M.Up Of A Daily: Position of Editor (Chief editor.II 9. Executive editor. 8.Room. Working of The News .Editors and their functions. No. News Evaluation: What makes News. Cartooning: The Craftsmanship. Part . India's Top Cartoonists 12. Their Relationship with: (a) The News Bureau & Its Chief.George Hough (Indian edition by Kanishka Publishers. Sources From Where Copy Comes: New Agencies & Syndicates (PTI & UNI) . 3. Importance & Significance of the Editorial Page.3288285. (d) Cartoonists & Illustrators. The Journalist 's Handbook . Their Editing And Treatment. Perspective of Democracies & Importance of Developmental News & News on special target groups. areas.India's Top Photo Journalists.Room. VI 14.VII 15.Adarsh Kumar Varma 5. Joseph 3. Balancing News And Make .Based Technologies on Composing. Inside Page Make . Influence of Computer . Symbols. The decline in Readership. Watch for redundancies. readership Surveys.V 12. Advanced Editing . Features. Polishing the headlines. Editorial Page: Its importance. Tentative earmarking of Matter for each page & the manner of their treatment. Head writing by computers.Bruce II. Evolution of headline typography. Idioms Usage. Handling of Supplements & Magazine Space. Reading Proofs. Value of Teamwork. Headline styles. Emerging Trends In Newspaper Presentation. Part . Correctness of Spellings. Types of Editorials Part . Morning And Dak Editions: Types of Editions. Interpretative & Investigative Approach. Language Skills for the Desk: Modern Conventions. Headline defined. " Late News" "Stop Press”. Cropping Part . Consistency. News Editing . its Importance in Developing countries. Caption writing & styles. Grammar. Editing of Wire News.Up.News. Picture pages. What lies ahead? SUGGESTED READING 1. Writing The Headline: Purpose of headlines. What Editing does for Copy: Performing make . Articles & Developing Stories. The Future Using Photographs: Pix have a purpose.Up Operations. cartoons & Pictures. Basic Skills for successful headline writings.Up: The Front Page. Adjusting Story Length to The Space Requirements. Authentication of Data When & Where Necessary. Improving the Lead.Rahul Mudgal . The Journalist 's Handbook . Refers. Clarifying & Amplifying Language.V. Purposeful Flow of material to Press. Newspaper Make .IV 11. Treatment of Mofussil & Developmental News. Verifying names. Making Stories Objective. Editing Tools.Up Requirements. Altering a Story's tone when necessary. Graphics. Counting the head.M. Using sketches.M. Press Releases.K. Regularising it the style of the Newspaper. Principles behind Modification Part . Part – III 10. Some facts on Spellings. Fair & Legally Safe. Logic Of Gradation And Treatment And Positioning Of Items. Westley 2. Punctuation. Planning Of Pages: Organised. hedging the count. Correcting Copy for good taste. Editing & Production Approaches & Styles. Restructuring / Rewriting The Story (if necessary).V 13. Outline Of Editing . the head schedule. Kamath 4. Front Page: Its Importance As The Face Of A Daily Newspaper. Detecting & Correcting Errors of Facts & Simplifying Language. using boxes. Part . Exigencies In The Production Of A Newspaper. The Making Of An Editor . Anchoring a Show 11. Assembly and insert editing. Programme Resources. photographs etc. Extracting story from outside copy. Researching the topic. Cut to cut. Video Recording and Editing: What is editing? Rules of editing.. Reportage 9. newspaper and magazine. advertisements for magazine and get it printed. BSCMCAJ-304: TV Journalism & Programme Formats 1. Editing sound. compose. A/B roll. Media Research Methodology: . Interview 8. Writing for visuals 4.SEMESTER III BSCMCAJ‐303 REPORTING AND EDITING LAB Newsletter Production Newspaper production Magazine Production The students will be required to collect the material‐ news. Reporting 7. structuring the programme. Television for journalism 2. Live Shows 10. Packaging Stories BSCMCAJ-305: Television Production: Idea to Screen Selection of the programme topic: Developing programme briefs (Objectives. Beta & VHS. design the cover page. Presentation 6. Storyboard and Script Designing. Contents. Understanding the medium 3. Piece to Camera 5. Packaging for a channel 13. Duration etc). Programme Production 12. Types of editing. Script Layout. features/ articles. Style and format. Umatic. prepare page layout and design for the newsletter. Proof reading exercises. film reviews. Conducting research for TV programmes. Writing press notes.Writing support materials. SEMESTER IV . BSCMCAJ‐306 Visit to TV station. Editing a news story with A/B roll. Practical on 2=3 beat reporting for TV. Recording and editing various formats. Conducting TV interviews. Analyses and field testing of TV programmes. Preview and Analysis of programme. Letters to Editor. Programmes rating exercises. Anchoring for TV shows. types of news. doing piece to camera. Writing for magazines. Evaluation and field testing of programme. page makeup exercises. Conducting readership/Audience surveys. sports reviews. Book reviews. Writing editorials. Middles. Story board. Profiles. Files on leads. Script writing for TV. Exercises in news photography. Designing Evaluation Tools and Techniques. Advertising Theories (a) Unique Selling Proposition (b) Brand Image (c) Relevance to Indian Advertising . Types of video camera (b) Different types of shots. Buyer & Media 3. use of audio mixers for recording & editing of sound BSCMCAJ-402: Advertising: Concepts & Principle 1. Advertising as a Communication Tool (a) Communication Process & Advertising (b) Communication Principles. Tilt. Theories applied to advertising 5. Crane movements etc. Techniques (c) Different types of lights used in videography (d) Use of filters & reflectors Sound: (a) What is sound? Unit of sound. Purpose of Advertising (a) Need for advertising (b) Functions of advertising (c) Benefits of advertising: To Seller. camera movements. Advertising as a Marketing Tool (a) Concept of Marketing & advertising (b) Marketing Mix . National & Co-operative (f) Govt. (c) Lenses: Different types of lenses and their application Lighting: (a) Lights and lighting (b) Basics of lighting.5 P's in marketing (c) Segmentation of consumer & positioning of product 6. Types of Advertising (a) Commercial & Non . Voicing (b) Types of microphones. Advertising as a PR Tool (a) Relationship of Advertising & Public Relation (b) Corporate/Institutional Advertising 7. as hidden persuader) 2. advertising (g) Comparative advertising 4. Track.BSCMCAJ-401: Basics of Camera.commercial (b) Product & Consumer (c) Classified & Display (d) Retail & Wholesale (e) Regional. Introduction to Advertising (a) Definition (b) Origin & development (c) Growth of advertising in India (d) Scope (Effects on Economy/Industry) (e) Facets of advertising (As an act of commerce. Lights and Sound Camera: (a) Video camera. Society & Democracy 2. Advertising Made Simple Frank Jefkins (Rupa & Co. Indian Broad Casting H R Luthra (Publications Division) 2. Contempt of Court 8.8. Press. Role & effects of Advertising (a) Negative & Positive Effects (b) Advertising & Society (c) Advertising & Development (d) Role of advertising in National Economy (e) Social/Public Advertising. Ogilvy on Advertising David Ogilvy (Pan Books) 5. SUGGESTED READINGS 1. Advertising Theories (a) Unique Selling Proposition (b) Brand Image (c) Relevance to Indian Advertising 8. Indian Broad Casting H R Luthra (Publications Division) 2. Press & Registration of Books Act 5. Right to Information 12. Law of Libel & Defamation 7. SUGGESTED READINGS 1. Myers & Batra BSCMCAJ-404: Press Laws & Media Ethics 1. Official Secret Act 11. Intellectual Property Right 13. Ogilvy on Advertising David Ogilvy (Pan Books) 5. Constitutional Safeguards to Freedom of Press 3. Press Council Act 10. Copyright. Law. Myers & Batra (a) Relationship of Advertising & Public Relation (b) Corporate/Institutional Advertising 7. Parliamentary Privileges 9. Advertising Management Aaker.) 4. Television Techniques Hoyland Beltinger (Harper & Brothers) 3. Role & effects of Advertising (a) Negative & Positive Effects (b) Advertising & Society (c) Advertising & Development (d) Role of advertising in National Economy (e) Social/Public Advertising.) 4. Ethics. Press Commissions & their recommendations 4. Working Journalist Act 6. Advertising Made Simple Frank Jefkins (Rupa & Co. Advertising Management Aaker. Self-Regulation & Freedom of Expression . Television Techniques Hoyland Beltinger (Harper & Brothers) 3. Social Responsibility of Press 14. rules & principles of quality lighting (b) Shows the creative use of back . Mass Media Laws & Regulations C S Rayudu. graphic rehearsals. Floor plan. jewelry. Radio .Production editing BSCMCAJ-406: Operation & Handling of Video Equipments (Camera. hoardings. pamphlets. Exercise in product positioning current or imaginary. lights. Storyboards. Dr. brochures. make-up costume. Jan R Hakemuldar. Press in the Indian Constitution R K Ravindran 3.SUGGESTED READINGS 1. packaging. P P Singh BSCMCAJ-405: Television Production Lab Focuses on a production of TV programme from conceptualization through post . . Editing in sound continuity. Shooting schedules Post . audio. Lights & Sound Lab) Camera: (a) Focuses on Cameras & Recorders controls (b) Shooting techniques (c) Basic theory of Video recording Lights : (a) Providing theory.production editing familiarizes with: Story treatment Scripts. sets. S B Nageshwar Rao 2. TV advertisement. Budgets. Preparing ad on different types. Preparation of Budget for Newspaper. Fay AC de Jouge.lighting (c) Proper placement of lights & lighting equipment for principle subjects and sets both on location and in the studio Sound : (a) Demonstration of various pieces of audio recording equipment (b) Creative use of sound effects & music tracts BSCMCAJ-407: Practical Preparing advertising portfolios‐ print ad. Principles & Ethics of Journalism Dr. posters on social issues etc. Drafting and filing RTIs Using sound for effects. Foundations of Behavior Attitudes.Where to participate 6. Planning –Definition. Role of the Press in promotion of an event 9. gender leadership. Forms. Training and Career Development 4. Leadership – Importance and major types. Human Resource Planning & Process Recruitment. Role and Importance of Media Organizations. Organisational Structure and Design – Responsibility. 3. 5. SEMESTER V BSCMCAJ-501: Event Management: Principles and Methods 1. audio recording equipments. Publicity inputs or visible aids for promoting an event 10. Nature and Management Functions . . Establishing a Media Organization Steps involved. Importance of Entrepreneurship and Sources of Finance. Handling of camera. Role & importance of exhibitions 2. Print & Display material 11. Trade Fair: Uses & Abuses 13.1 : EVENT MANAGEMENT LAB Designing & Development of print of display material for an exhibition along with publicity & promotional material for the event. Personality. Importance of direct contact 5. Management: Definition. Nature. Media organization: Meaning. Span of Control . Orientation. Process and Importance . Contemporary Issues in Leadership – empowerment. Control Tools and Techniques Financial. Objectives of the exhibition 3. Stand Design 12. Selection. 6. and Learning. music tracts etc. Structure and Functions.Preparation of an ad by various production process. Why exhibitions sell? Concept of neutral territory 7. Process. Gauging Cost Effectiveness PRACTICALS P – 5. Advantage of exhibition over other devices 4. Operational and Behavioural Controls. PR for an exhibition 8. Motivating employees. BSCMCAJ-502: Organization and Management 1. Authority and Accountability . Centralisation and Decentralisation. Projects on making TV programmes‐ from conceptualisation to post production. leadership style across and culture. 2. Choosing the right exhibition . and Feedback. Deasi & Sewanti. Market Research : Principles of Market Research . Readership Survey. Ashok V.Economic. Comparison of Cyber Media with Print. M. Socio . Case study. Concard C. Research Methodology .R. Hypothesis. Communication & Research V P Michael for Management 6. Cyber Journalism: What is Cyber Space? What is Information Super Highway? Internet and Information Revolution. Public Opinion Survey. Organising & Conducting survey. Research in Mass Media S R Sharma & Anil Chaturvedi 7. Post Testing. 2. H. Management. Concept. Kinds . Statistical Analysis.Suggested Reading: 1 Stephen P. Jane Willis. Luthra. Tools of Data Collection : Questionnaire. Fink. Beyond Those Headlines : Insiders on the Indian Press. Evaluation. V.2 : RESEARCH METHODOLY FOR MEDIA LAB Designing & implementation of Pre-testing / Evaluation tools for audio. Survey : Meaning. Methods. Pre-Testing.Demographic. Prentice Hall of India. 3. Research . Monitoring. video. Processing & Analysis of data. Media Research : Measuring Impact. 5. Radio mediums. Advantages & Disadvantages of Cyber Journalism 2. Planning. Fundamentals of Cyber Media. Selection & Formulation of Research Problem.How to Plan. Report Writing. Findings. Writing for Web Media: . The Indian Press – Profession to Industry. Economic Aspect of Indian Press. Robbins & Mary Coulter. Doing Your Research Project Judith Bell 3. Interview. print. Schedule. Observation. PRACTICALS P – 5. Strategic Newspaper Management 7. Research Methodology in Social Sandhu & Singh Sciences 5. Clifford Hawkings & Speak & Write About it Macro Sorgi BSCMCAJ-504: Cyber Journalism 1. Surviving in the Newspaper Business 6. Social Research S R Vajpayee 2. Anna Bhattacharyajee. Deasi. SUGGESTED READINGS: 1. Theories of Segmentation & Positioning. Utility. TV. Content Analysis etc. Socio .Psychological data. display & publicity material. Date : Meaning. 4.Methods & C R Kothari Techniques 4. Indian Broadcasting BSCMCAJ-503: Research Methodologies for Media Research: Definitions. Research Designs. Sampling. based Websites. Presentation & Layout of Web Newspapers & Magazines. Sales Promotion & Advertising 4. Electronic Media & the Internet Y K D ' souza BSCMCAJ-505: Public Relations 1. IT S L Sah 6. Impact of globalisation on Web Journalism. Role of Public Relations in Corporate Image Building 2. 3. PR consultancy . Cyberspace Aur Media Sudhir Pachauri 2. Future of Web Journalism 4. IT in the New Millennium V D Dudeja 5. Press Relation & its principles 10. Functions of Public Relations 3. PR as distinguished from Marketing.Basic rules Do's & Don'ts. • Searching. Advertising on the Web. PR Techniques 5.Its advantages & disadvantages 8. SUGGESTED READINGS: 1. The Functional Exposure Report shall carry 100 Marks and shall be evaluated by an External Examiner appointed by the Vice-Chancellor of the University. Radio Journalism. Fundamentals of Information Deepak Bharihoke Technology 3. Interviewing on the Web. Television Journalism and Television Production and will submit a Functional Exposure Report containing the actual experiential learning at least eight weeks before the commencement of End Term Examination of the Fifth Semester. Analysis of important Indian News .Advantages & Disadvantages 7.Seven point formula & its importance . Evaluating results of PR work 10. Recent Trends. • Net Surfing. • Sending & Receiving Mails. Why Print & Electronic Media networks are going on the Net? Impact of Web Journalism. Cyber Laws. Trends in Cyber Reporting & Editing. Features & Articles on the Web. • Creating E-mail Accounts. Functions of PR Department & Manager .3: INTERNET : • Hardware & Software • Web Search Engines. • Hypertext Mark . Circulation of Web Newspapers. Writing News stories. Concept of e governance PRACTICALS P – 5. Multimedia Systems Ramesh Agarwal & Bharat Bhushan Tiwari 4. PR programme planning 9. Relationship & Duties of the PR Practitioner .Value of IPR Code & the International Codes of Conduct 6.up Language (HTML) Soon after the End Term Fourth Semester Examinations the each Students shall undergo a Functional Exposure Training of eight weeks duration in Print Media. • Hypertext Transfer Protocol (HTTP). • Downloading sites. The News Release . Role of Photography in PR 17. etc. Exhibition PR & its planning 15. formulating questionnaires. . Cyber reporting and editing. Organising Press event/Mock Press Conference. Designing and layout of web newspaper and magazine.11. Interviewing on web. Writing a blog. Preparing a PR campaign. Creating e‐ mail accounts. Employee Relations 14. Survey on topic of interest to media. Press Event & Organising them 12. conducting opinion poll through News Paper and TV. BSCMCAJ‐506 Designing of display material for an event Arranging an exhibition Research based articles and reports. PR in developing countries. Importance of Marketing Research for the PR practitioner 18. Internal PR – Media & Techniques 13. Uses & kinds of Exhibition PR 16. analyses of news based websites. interviews. Writing news stories. Crisis Management in an imaginary situation. Net Surfing. features and articles for web. Writing Techniques. web advertisement. UN resolutions on Media related issues. 4. The Non Aligned block and its relevance. SUGGESTED READINGS: 1. 7. 3. multi-lateral & regional information corporation.SEMESTER VI BSCMCAJ-601: World Media Scenario Objective: The media constitute a very powerful force in modern society. Use of media by power blocks.II : The Cold War Days. World Media scenario since the World War . India . IT & Information Management. Thus. The Media & Modernity John & Thompson. International practices on visual coverage & regulation in media exchange. Polity Press. Emergence of the Third World Countries. 11. The Gandhian Approach. This course intends to acquaints the students with the contemporary media technology. Moving on Digital Era: What is Digitalisation? Internet < E-Commerce. Contents: 1.1993 3. The New Information Age. 2. TV & Newspaper). 4. Struggle for News between developing & developed countries. Colonisation of Communication: 10% population dominating 90% of global news agencies. Barriers to the flow of news. Many Voices One World UNESCO 2. Facts of Life A Communication Challenge UNICEF. 5. especially in the present day globalised work place. media & military. 9. however. super powers. 8. 12. New Information Communication Technologies: Need and Cultural contexts. Demand for a new information order by developing countries. carries enormous responsibility. Bilateral. Integration between Information and Armament: Close encounters between information & armament. 2. Contents: 1. 1995 BSCMCAJ-602: Contemporary Media Technology Objective: Media Technologies are both evolutionary and revolutionary. the news syndicates and mammoth TV network. The conventional media scenario (Radio. Non-Aligned news pool. the Mass Communication scenario is changing at a very fast pace. Power. With newer technological innovations replacing the old technologies. Broadcasting. Cable TV. 10. Why? 3. Video Technology Impact of TV Digital Media & Entertainment Technology Telecommunication Revolution New Technological Devices . 6. the aspiring global media persons must know the complex international media scenario to work across time zones and cultural barriers. 14. Government information system. Discussions. Basic principles of Government publicity. . Talks. FICCI. The CII.Government publicity guidelines-Operation of Government publicity. Impact of globalisation SUGGESTED READINGS: 1. Maintaining press relations through press conferences. Plays. as information sources for business. Music Voice Modulations Radio Journalism Key Elements of Radio Writing Announcements. Audio Effects. developmental. Feature-Documentaries.New Communication Revolution 5. Dialogue Writing. The UN. press tours. Part B Handling Government and other information sources Information needs for a journalist in social. Commericlas/Jingles BSCMCAJ-604: Government Information System Part A Publicity System The need for Government publicity. The Bombay Stock Exchange Directory and the Registrar of Companies as sources for profile on companies. industry. references and photo coverage. The press information officers in Ministry and Government Departments. Globalisation Process: Cultural Globalisation Perspective. Mass Communication Perspective Uma Narula 2. The Press Information Bureau. national and international areas. research. Newsreel. press releases. Supporting service like background. Newswriting. Globalisation Albrowm & King E 3. Technology & Communication Behaviour Belmont C A Wadsworth BSCMCAJ-603: Radio Making of a Radio Station FM Radio Process of Setting Up and Operating an FM Radio Station in India Accounstics Microphones Use and Mixing of Sound. Interviews. UNESCO and World bank officers as source of information. documentaries. discussions.BSCMCAJ 605 Every student will be assigned a project at the end of Fifth semester and it will be pursued by him/her and present research proposal before starting the data collection phase under the supervision of an internal supervisor. Using and uploading material for Online radio and TV. jingles Use of social networking sites for communication‐ blogs. features. talks. interviews. PPT presentation on Government and Other international information sources. The project report shall carry 100 marks and shall be evaluated by an external examiner.K. Project Report Writing – M. BSCMCAJ 606 Practical Group discussions on world media scenario Visits to AIR/FM radio stations. facebook etc. Rampal (Galgotia Publishing Company) . The project reports in duplicate along with one floppy will be submitted by the students at least two weeks prior to the date of the commencement of the End – Term examinations for the Sixth Semester. Both the subject and the name of the internal supervisor will be duly approved by the Director of the Institute. SUGGESTED READINGS: 1. PIB Offices Files on different aspects of radio production Exercises in Radio Jockeying Recording of various radio formats‐ announcements. tweets. commentaries. Youtube.