BJMCSyllabus

FOURYEARUNDERGRADUATEPROGRAMMEIN
JOURNALISMANDMASSCOMMUNICATION

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UNIVERSITY OF DELHI
FACULTY OF APPLIED SOCIAL SCIENCES
& HUMANITIES

FOUR YEAR UNDERGRADUATE PROGRAMME
(Courses effective from Academic Year 201314)

SYLLABUS OF COURSES TO BE OFFERED
Discipline Courses I, Discipline Courses II
& Applied Courses

Note: The courses are uploaded as sent by the Department concerned. The scheme of marks will be
determined by the University and will be corrected in the syllabus accordingly. Editing,
typographical changes and formatting will be undertaken further.
Four Year Undergraduate Programme Secretariat
fouryearprog@gmail.com


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FACULTY OF APPLIED SOCIAL SCIENCES & HUMANITIES
UNIVERSITY OF DELHI

Semester Journalism and Mass Communication
Discipline Course I
Journalism and Mass
Communication
Discipline Course II
Journalism and
Mass
Communication
Applied Course
1 2 3
1. INTRODUCTION
TO MEDIA AND
COMMUNICATION
JOURNALISM AN
INTRODUCTION

2. REPORTING AND
EDITING FOR
PRINT
MEDIA AND
CULTURAL
STUDIES

3. NEW MEDIA INTEGRATED
MARKETING
COMMUNICATIONS
INTRODUCTION TO
MEDIA STUDIES

PRINT
PRODUCTION
4. REPORTING AND
EDITING FOR
BROADCAST
MEDIA ETHICS
AND THE LAW
WRITING AND
REPORTING FOR
PRINT
STILL
PHOTOGRAPHY
5. HISTORY AND
GROWTH OF
MEDIA IN INDIA
MEDIA AND
SOCIETY
DEVELOPM
ENT
COMMUNI
CATION
BROADCAST MEDIA RADIO AND
TELEVISION
PRODUCTION
6. GLOBAL POLITICS
AND THE MEDIA
MEDIA INDUSTRY
AND
MANAGEMENT
ADVANCED
BROADCAS
T MEDIA
ADVERTISING AND
PUBLIC RELATIONS

DOCUMENTARY
PRODUCTION
7. MEDIA AND
COMMUNICATION
RESEARCH
INTRODUCTION
TO CINEMA
STUDIES
RESEARCH
PROJECT
ONLINE JOURNALISM
8. ADVANCED NEW
MEDIA
MEDIA TRENDS:
CHALLENGES AND
ISSUES
RESEARCH
PROJECT
INTRODUCTION TO
FILM


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Journalism and Mass Communication

Preamble
The core belief of the course is that communication is fundamental to us as social beings, both as
participants and as agents, and effective communication is based on a knowledge and awareness of the
society and world that one inhabits. The course trains students to analyse, process and encapsulate
these in a variety of ways and emphasizes on Journalism as a form of specialized communication
harnessed to mass media, both print and electronic. It thus accounts for the technological advances and
transformations that impact the domain of mass mediated messages. The course located within the
Faculty of Applied Social Sciences and Humanities (FASSH) is planned along the vision of the Four Year
Undergraduate Programme with 3 exit points, with incremental difficulty level. The first two years
impart the fundamentals of the course with a reasonable amount of technical skills equipping the
student to not only be employable at the end of the two years, but also be so on academically sound
contours with a critical and analytical mind. Subsequently, the course augments knowledge,
understanding and skills desirable in a graduate. The fourth year consolidates and adds specialized
dimensions of the discipline so that at the end of the programme, a communication professional is
produced, both as a thinker and as a practitioner.
The course is based on basic principles of social sciences and humanities and their interdisciplinary
nature. In its project/presentation components it seeks to critically engage the students with the world
they inhabit. In the application components, it imparts handson technical knowledge and skills in
various forms of mass media. The goal is to develop a core competence and comprehension, in the
crucially important areas of mass communication across mass media, in their complexity, political
dynamics and technological advances. It is aimed at raising the bar for students who may want to build
on their core competence to work in media houses, enter policy research, development studies in the
field, or indeed pursue higher studies to go on to being teachers and researchers in the field. The
curriculum is focused on imparting technical skills in various areas of mass communication and mass
media, theoretical knowledge and perspectives which determine their nature and use, and a historical
and social understanding of their dynamics, which is so important in a metamorphosing, unequal,
globalised world where the power and ownership of the means of communication may change the fate of
nations.


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Requirements:
This course has been designed keeping in mind that a student of journalism and Mass Communication
needs theoretical and conceptual inputs as well as proper training in media practice. Practical inputs
have been envisaged in Discipline I papers. Apart from this four skill based papers will allow the
students to get hands on training in print, radio, television, photography and new media.
The colleges will require proper spaces, class rooms, studios, media labs, equipment, infrastructure
and most importantly technical staff to turn this vision into a reality. It is hoped that urgent
consideration will be given to these.
It is also reiterated for smooth functioning of the course posts should be created for trained technical
staff to store, create inventories and regularly maintain and update the equipment which is an essential
requirement for the course.


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DISCIPLINE COURSE I
SEMESTER I
Paper I INTRODUCTION TO MEDIA AND COMMUNICATION

Background:ThisisthefirstcoursebeingofferedtothestudentsofJournalismandMass
CommunicationinDisciplineI.
RationaleandExpectation:Thispaperwillintroducethestudentstokeyconceptsin
communicationandMassCommunication.Thestudentswilllearntheprocess,elements,
modelsandlevelsofcommunication.Thispaperwillenablethemtolearnthemajortheories
ofMassCommunication.Thecoursewillalsoincludediscussionsonthethreemajor
paradigmsinthestudyofMassMediaeffects:DirectEffects,LimitedEffectsandCultural
Effects.Thecoursewillpreparethemapplytheseissuesinrelationtocontemporarymedia
environment.ThestudentisexpectedtoacquirethedynamicsandanalyticalaspectsofMass
Communication.
UnitIMediaandEverydayLife4Lectures
Mobilephones,Television,Ringtones,Twitter
TheInternetdiscussionaroundmediaandeverydaylife
Discussionsaroundmediatedandnonmediatedcommunication
UnitIICommunicationandMassCommunication12Lectures
FormsofCommunication
LevelsofCommunication
MassCommunicationanditsProcess
NormativeTheoriesofthePress
UnitIIIMassCommunicationandEffectsParadigm18Lectures
DirectEffects;PropagandaandMassSocietyTheory
LimitedEffects;IndividualDifferenceTheory,PersonalInfluenceTheory
CulturalEffects:AgendaSetting,SpiralofSilence,CultivationAnalysis
CritiqueoftheeffectsParadigmandemergenceofalternativeparadigm
UnitIVFourModelsofCommunication18Lectures
Transmissionmodels
RitualorExpressivemodels
PublicityModel
ReceptionModel

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StudentPresentations
1. Studentswilldopresentationsontheireverydayengagementswiththemediaenvironment.
2. Studentswillbeencouragedtodopresentationsontheformsandstagesofcommunication
inthecontemporarycontext.Theycandiscusstherelevanceofthesearethese
classificationstodaysmediaecology.
3. Itwillfocusondiscussiononcomparingdirecteffectsandlimitedeffectstheoriesbringing
intolighttheempiricalturninthelater.Thestudentswillbeencouragedtounderstandthe
historicalcontextinwhichthesetheoriesemergedandcriticallylookattheirrelevance
today.Newspaperandfeaturearticlesthatshowthedominanceoftheeffectsofmediacan
beexplored.
4. ComparativeAnalysisofthefourmodelsandtheirdiverseuseindirectorsubterranean
wayscanbediscussedthroughstudentpresentations.Forinstance,theuseofritualformsof
communicationduringelectioncampaignsorinadvertisements.

Suggested Readings:
MichaelRuffnerandMichaelBurgoon,InterpersonalCommunication(NewYork,Holt,Rinehartand
Winston1981,2134;5972
JohnFiske,IntroductiontoCommunicationStudies,(Routledge1982),pp138
DennisMcQuail,MassCommunicationTheory,(London,Sage,2000),pp111;4154;121133
(fourthEdition)
BaranandDavis,MassCommunicationTheory,IndianEdition,(SouthWestCoengateLearning,
2006)pages4264;7184;148153;298236
KevinWilliams,UnderstandingMediaTheory,(2003),pp.168188
Pedagogy:Thecoursewillbetransactedthroughinteractivelecturesessions,documentaryfilm
screenings,discussionsofcommunicationineverydaylifeandstudentpresentations.


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PAPER II JOURNALISM AN INTRODUCTION
Rationale:
Thismoduleexaminesthepracticeofcontemporaryjournalismanditsroleinshaping
democraticandinclusivesociety.Ithelpsthemunderstandthefoundationalconceptsinthe
practiceofJournalism:conceptssuchasobjectivity,neutrality,fairness,biasetcasitevolved
inthehistoryofpracticeofjournalism.Italsointroducesstudentstojournalistictechniques
ofinformationgatheringandanalysis,journalisticnormsandvaluesandbasicprinciplesof
mediaformats.
Background:Thecourseisdevisedtoequipthestudentswiththenuancesoftheprofession.
ThepracticeofJournalismevolvedinthe17
th
centurywhennewscateredtoasectionofthe
elite.Gradually,thechangesbroughtaboutwithindustrialrevolution,createdanewspaper
environmentwherepeoplesoughtnewstobeinformedonadailybasisaboutthe
government,politicalandeconomicdevelopments.Today,theprofessionisanindustrywith
multipleoutletsofnewsfromdiversemediaforms.Itisthereforeimperativethatthecourse
emphasizesontheunderstandingofnewsasaconceptanditsimportanceandrelevancein
todaysworld.
ObjectiveandExpectedoutcome:Thestudentshouldbeabletolearnthefoundational
principlesofJournalismasapracticeandskillsandtechniquesoftheprofession.TheStudent
isexpectedtolearn:
a. Thenatureofnews
b. Principlesandconceptsofnews
c. Languageofnewsfordifferentmediaforms
d. Theskillstoinformationgathering
e. Theskillstowritenews
Unit1UnderstandingNews12Lectures
Ingredientsofnews
News:meaning,definition,nature
Thenewsprocess:fromtheeventtothereader
Hardnewsvs.Softnews,basiccomponentsofanewsstory
Attribution,embargo,verification,balanceandfairness,brevity,dateline,creditline,byline.

Unit2Differentformsofprint10Lectures
Yellowjournalism
Pennypress,tabloidpress
LanguageofnewsRobertGunning:Principlesofclearwriting,
RudolfFleschformulaskillstowritenews


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Unit3Understandingthestructureandconstructionofnews20Lectures
Organisinganewsstory,5Wsand1H,Invertedpyramid
Criteriafornewsworthiness,principlesofnewsselection
Useofarchives,sourcesofnews,useofinternet
Languageandprinciplesofwriting:Basicdifferencesbetweentheprint,electronicandonline
journalism
Changingpracticesspeed,circulationandviralnetworking

Unit4RoleofMediainaDemocracy20Lectures
ResponsibilitytoSociety
PressandDemocracy
Relationshipbetweenthereader/viewerandmediaintodayscontext
Contemporarydebatesandissuesrelatingtomedia
Suggestiveprojects:
a. PresentationonthegenesisofJournalism
b. PresentationontheeraofYellowJournalism
c. Presentationofthebasicterminologyusedinnewsorganisations
d. Presentationofanewsstoryidentifyingthe5Wsand1H
e. Coveringaneventandpresentinghowittravelsacrossdifferentmediaforms
f. Presentationonthedifferencesbetweenprint,broadcastandonlinejournalism
g. Presentationonthecurrentdebatesandissuesrelatedtothemedia
h. Presentationontherelationshipbetweenmediaanddemocracy
TeachingStyle:
Themethodsemployedtoteachthismodulewillincludelectures,powerpointpresentations,
speciallecturesfromworkingjournalists,classroomdebatesanddiscussions.
Toolsandtechniques:
Sincethecourseemphasizesonlearningthefoundationalprinciplesofjournalism,thetoolsand
techniqueswouldincludeavisittonewsorganizationstogetthefeelofthefunctioningofa
newsroominnewspaperaswellasatelevisionchannel.

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Suggested readings
- BruceD.ItuleandDouglasA.Anderson.Newswritingandreportingfortodaysmedia;
McGrawHillPublication,2000.
- M.L.Stein,SusanPaterno&R.ChristopherBurnett.NewswritersHandbook:AnIntroduction
toJournalism;BlackwellPublishing,2006.
- GeorgeRodmann.MassMediainaChangingWorld;McgrawHillPublication,2007.
- CaroleFlemmingandEmmaHemmingway.AnIntroductiontoJournalism;Vistaar
Publications,2006.
- RichardKeeble.TheNewspapersHandbook;RoutledgePublication,2006.
SuggestiveResourcesandDocumentaries:
Libraries,clippingsofmediadebatesontelevision,specialarticlesinnewspapersandmagazines
anddocumentaries


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SEMESTER I I

PAPER III REPORTING AND EDITING FOR PRINT
Rationale:
Thispaperisfollowingthe'IntroductiontoJournalism'paperinthelastsemester.Thispaper
willenableanunderstandingofthemediumofprintjournalism,itsworking,thewriting
formsandprocesses.Itwillalsoteachtheworkingandorganizationofaprintbased
organization,andtherolesofvariouspeopleinit.Inabroadsensethestudentshouldbe
ablewrite/reportandeditanewsstory,feature,editorialandnewsfeatureforprint
medium.
Background:Thisisanintroductorycorepaperofthejournalismcoursewhichwillcoverthe
basicsofreportingandeditingforprintmedia.Itwillalsodiscussthebasicsofnews,
organizationalstructure,reportingtechniquesandimportanceofediting.Studentswilllearn
aboutessentialrequirementsoftheprofession.
ObjectivesandExpectedOutcome:Thiscourseintroducesstudentstowritingforthe
differentformsofprintmedia.Theseformsincludenews,featurestoriesandeditingon
computers.Assignmentswillintroducethefundamentalsofreportingandnewsgathering.In
thefundamentalsofreportingandediting,studentsareexpectedtonoticethedifference
betweennewsagency,periodicalandmagazinereporting.Itisalsoobjectiveofthepaperto
introducethemInterviewingtechniquesandtipsforconductingtheinterview.
Unit1NewsWriting15Lectures
NewsDefinition,Values,SourcesofNews
TheStructureandthemethodsofwritinganewsstory
Leadsanditstypes
Headlines:Howtowriteheadlines,typesofheadlines
Features,humanintereststories
Unit2NewsroomStructureandFunctions10lectures
TheNewsroomOrganizationalsetupofanewspaperorganizationandthefunctionsof
differentdepartments.
StructureandfunctionsofBureau,editorialdesk.
FunctionsandqualitiesReporter/Correspondentsandstringers,Subeditor,Newseditor,
editor/Managingeditor,ChiefofBureau.

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Unit3ReportingandEditing12Lectures
Reporting:Varioustypesofreporting(Objective,Interpretative,Investigative,)
Generalassignmentreporting/workingonabeat:Political:(specialproblemsrelatedto
politicalbeats),Crime,Health,Sports,Education,Science,Courtsetc.
Reportingfornewsagency,periodicalsandmagazines.
Interviewing:doingtheresearch,settinguptheinterview,conductingtheinterview,types
andformatsofinterviews,writinginterviews
Editing:Definitionofediting,Principlesofediting,stylesheet.
Unit4Differentsectionsofadailynewspaper15Lectures
SupplementJournalismWeekendpullouts,pluses,targetaudiencesupplements.
Editorialpage:Structure,purpose.Op.Edpage,middles,letterstotheeditor,Articles/special
articles,columnsandlightleader.
Suggestiveprojects
Inordertopreparestudentstowritefactually,persuasivelyandeffectivelyinaccordancewithindustry
standardstheyneedtogooutsidetocoverthenewseventsandwillhavetosubmit10Reportsand5
editednewsagencycopies.Todistinguishmodesofmediawritingstylesbetweenprintmediumeach
studentwillhavetosubmitanassignmentonreportingstyleofanewspapers,magazineand
supplements.
SuggestedresourcesandDocumentaries
Editingroomwithadvancedpagemakeupandphotoeditingsoftwares(QuarkXpress,Indesign,
Photoshopetc.)
Suggested readings
Hough, George. News Writing (Indian edition) New Delhi: Kanishka Publishers, 2006.
BENDER,JOHN. DAVENPORT, LUCINDA. DRAGER, MICHAEL AND FEDLER, FRED. REPORTING FOR THE MEDIA
(EDT) USA OXFORD UNIVERSITY PRESS, 2000.
Brooks, Brian S. and Sissors, Jack Z. (Author) The Art of Editing. Allyn and Bacon Publication.2000.
Chaturvedi, S.N. Dynamics of Journalism and Art of Editing, New Delhi:Cyber Tech Publications,
2011.
Itule, Bruce and Anderson, Douglas. News Writing and Reporting for Todays Media. New York:
McGraw Hill Publication, 2006.

India's Newspaper Revolution: Capitalism, Technology and the Indian Language Press, (1977
1999) Robin Jeffrey, Oxford publication, New Delhi.

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PAPER IV MEDIA AND CULTURAL STUDIES
Rationale:Thepaperintroducesthestudentstoconceptslikemassculture,popularcultureandfolk
culture. They will learn about the major critical theories in media and be familiarized with key
debatesonrepresentationofwomen,nations,classandcasteinmediaandculturaltexts.Theywill
beencouragedtoapplythesedebatesthroughanalysis.Thepaperwillalsobringintodiscussionthe
keyideasonreceptionofmedia,thenotionofactiveaudiencesandthecirculationofmediatexts
andculturalcommodities.
Background: This paper builds on Introduction to Media and Communication and will help them
developthesignificantculturalturnthathashappenedinMediaStudiesasdistinctfromthemore
Behavioralandsociologicalframework.
Expectation:Thestudentisexpectedtogetequippedbyconceptsincriticaltheoryandapplythem
toanalyzemediatexts,culturalproductsandeverydayculture.
UnitIUnderstandingCulture3weeks)14Lectures
Definitions:MassCulture,PopularCulture,FolkCulture
MediaandCulture
FolkMediaasaformofMassCulture
Liveperformance
MediaTechnologiesandMarshallMcLuhan
Presentations: Bring examples from differentcultural formsinto class and try to classifythem(I),
Look for the presence of various cultural aspects in contemporary TV(II) Prepare a dossier of folk
performersinDelhi.(III)Apresentationonanyfolkformthattheyhaveattendedusingphotographs,
clips etc, Create a profile of Marshall McLuhan using web resources with his quirky quotes on
technologyandsocietyandapplythemtocontemporarymediause.
UnitIICriticalTheoryAndMediaStudies(4Weeks)14L
RealityasConstruct
ConsumerCulture&Gratification
PoliticalEconomy
IdeologyandHegemony
Presentations: Prepare a snapshot including major works, theoretical influences and

contributions of a few theorists Theodor Adorno, Antonio Gramsci , Discussion of certain
episodesofTVnewsanddiscusshowtheyconstructreality,Ideologicalanalysesofselected
episodes of major reality shows, Discuss Gramscian understanding of hegemony through
class presentations which analyse different kinds of magazines eg Womens Magazines,
EnvironmentMagazinesetc.

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UnitIIISemioticsAndMedia4Weeks)16Lectures
MediaasTexts
SignasExchange
Representation
Presentations:Analysemediafocusingonthemastexts:PopularSongs,Cartoonstrips,animations,
Mobile Tunes( A) Analysis of the different signs that circulate in our everyday lives: Traffic signs,
Symbols of Political parties, Colors( B)representation of regional and linguistic differences in Hindi
films(regionslikeBihar,Jharkhand,TamilNadu)andbringthemtoclassfordiscussion(C)
UnitIVAudiences3WEEKS)12Lectures

ActiveAudiences,
ReceptionStudiesApproach
WomenasAudiences
SubCultures
Fandom
Presentations:AnalysethefeedbacksonYoutubeoranyotherwebsitesonpopularvideosand
discuss the audience activity (A& B), Do a small discussion with a small group of women on
contemporarywomensmagazines/soapoperas/advttargetingwomenandanalyseitinclass(C)
bringbriefdescriptionsoffanactivitiesforvarioussportsandfilmstarsonthenet/print,narrate
andanalysethecontentinclass(E)
EssentialReadings
1. Rayner,Philip,PeterWall,andStephenKruger,eds.ASmediastudies:theessential
introduction.PsychologyPress,2004.(CoversUnitII(7884),III(2753,6170)),IV(107147)
2. Storey,John.CulturalTheoryandPopularCulture:AnIntroduction,PearsonLongMan.2010.
(114,5988,135164)
3. Bignell,Jonathan.Mediasemiotics:Anintroduction.ManchesterUniversityPress,2002.(5
26,5575)
4. Jenkins,Henry.Textualpoachers:Televisionfansandparticipatoryculture.Routledge,2012.(
9185)
5. Parmar,Shyam.TraditionalfolkmediainIndia.GekhaBooks,1975.(138)
SuggestedReadings
1. Fiske,John.IntroductiontoCommunicationStudies,Routledge.1992(CoversUnitII,Ideology
andMeanings156180andUnitIIISignsandcodesPg80126)
2. Hall, Stuart. (Ed.)Representation: Cultural representations and signifying practices(Vol. 2).
SAGE.1997.128.

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3. Baran,StanleyJ.,andDennisK.Davis.Masscommunicationtheory:Foundations,ferment,
andfuture.WadsworthPublishingCompany,2011.(coversUnitII210224andIV229235)
4. Stevenson,Nick.Understandingmediacultures:Socialtheoryandmasscommunication.
SAGEPublicationsLimited,2002.(946forUnitII,118146forMediatechnologies)
5. Rege,Sharmila."ConceptualisingPopularCulture:'Lavani'and'Powada'inMaharashtra."
EconomicandPoliticalWeekly(2002):10381047.
6. Bharucha,Rustom."NotesontheInventionofTradition."EconomicandPoliticalWeekly
(1989):19071914.
7. ShortExtractsfromwritingsbyTheodorAdorno(TheCultureIndustry:SelectedEssayson
MassCulture29107,158178)RolandBarthes(Mythologies,essaysToys,MilkandWine,
GarbosFace,Wrestling)MarshallMcluhan(ExcerptsfromTheGutenbergGalaxy)


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SEMESTER I I I
PAPER V NEW MEDIA
Rationale:AndrewL.Shapiro(1999)hasarguedthatthe"emergenceofnew,digital
technologiessignalsapotentiallyradicalshiftofwhoisincontrolofinformation,experience
andresources"(ShapirocitedinCroteauandHoynes2003:322).TodayNewMediahas
alteredthemeaningofgeographicdistance,allowedforahugeincreaseinthevolumeof
communicationwhiletransformingitsnature.Ithasalsoprovidedthepossibilityof
increasingthespeedofcommunicationwhilemakingitmoreinteractive.Andithasallowed
formsofcommunicationthatwerepreviouslyseparatetooverlapandinterconnect.Through
fourunitsthestudentswouldbeintroducedtoNewMedia&itsforms.Scholarssuchas
DouglasKellnerandJamesBohmanhavealsoarguedthatnewmedia,andparticularlythe
Internet,providethepotentialforademocraticpostmodernpublicsphere,inwhichcitizens
canparticipateinawellinformed,nonhierarchicaldebatepertainingtotheirsocial
structures.ThiscoursewillalsothereintroducethestudentstovariousNewMedia
Technologies&theirapplications,tocreate&manageonlinecontent&howNewMediahas
impactedjournalism&MassCommunication.EmphasiswillalsobelaidonEthicalissuesand
changingroleofthecommunicator.Thecourseisanidealblendoftheory&practice&the
studentswillbeencouragedtocreate&managecommunitiesofsocialengagement.New
Mediatodayisanintegralpartofthealldomainsofcommunication&isinforming
discoursesofengagementglobally.
ThispaperthereforewillattempttogivethestudentacriticalunderstandingofNewmedia
tools&buildingengagementwithcommunities,forcorporates&governments&
contemporaryissues&challengesofanewmediapractitioner.
CourseObjective,Productions&Evaluation:
Thestudentswouldbeencouraged&evaluatedonthebasisofawrittenassignment,a
projectthattheyundertakeforsocial&communityengagementwhichmustincludeanew
mediacampaignincludingWeb2.0toolsincludingsocialmedia.Theyshouldbeableto
prepare&runablog/Websitedemonstratingskillsofplanning,designandthewritingin
NonLinearandLinearformats&expertiseinVisualdesign&Contentmanagement.
Unit1IntroductiontoNewMedia 8Lectures

NewmediaMapping,MeaningandCharacteristics
PrinciplesofNewMedia
TheNewMediaInterfaceCulturalinterfaces,printedword,
Cinema
TheUser&TheScreenissuesofrepresentation&reproduction
NewMediaEconomy

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UnitIIUnderstandingNewMediaTechnologies&Applications 18Lectures
IntroductiontoNewMediaTechnologies
DifferentiatingbetweenAnalogueanddigitaltechnology
Digitizationofmediamediaconvergence
Encodingandcompressionstandards
ConstituentsofnewmediaWeb2.03.0,Blogs,MicroBlogs,Wikis,
SocialMedia
ConstituentsFacebook,Twitter,Wordpress,Blogger&Whattousewhen
YouTube,Docs,Drive,Hangouts,socialbookmarking,slideshare,Skype
Buildingcommunitiespages&channels
ICTscopeandrole
IntroductiontoGamingandcounternarratives
UnitIIIImpactofNewMediaonJournalism&14Lectures
MassCommunication

Characteristics&NewrolesofJournalistsintheInternetage&theDigitalEra
Creating&ManagingaBlog
Trendsinweb/onlineJournalism&Communication
Writingforthescreenvs.writingforprint
Audienceanalysis
Contentplanning
StructureVisualDesign
Webpageelements
StorytellingstructuresthatworkontheWeb
BasicProgrammingforWebDesignHTML
UnitIVNewMediaSocialEngagementandEthicalissues16Lectures
Journalismethicsandrestraintinnewmedia
Copyright&Legalissuesincyberspace
Usingsocialmediatoengagepublic
CommunityInformatics
ActivisminCyberspace
ICTsandGender;ICTandSocialInclusion
Globalization&EmergingCybercultures


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CourseObjective,Productions&Evaluation:
1. Thestudentswouldbeencouraged&evaluatedonthebasisofawrittenassignment,aproject
that they undertake for social & community engagement which must include a new media
campaignincludingWeb2.0toolsincludingsocialmedia.
2. Theyshouldbeabletoprepare&runablog/Websitedemonstratingskillsofplanning,design
and the writing in Non Linear and Linear formats & expertise in Visual design & Content
management.
3. A short filed trip resulting in the production of a videologue/ exhibition/monograph is also
encouragedtoanonsitepilotproject
4. An enthnographic study of cybercafs is also encouraged to look at how a large part of India
accessestheinternetthroughpublicspaces
5. The students can also be asked to make presentation on an ICT success story and asked to
identifynewtrendsinsocialshapingofnewmediacontent
SuggestedReadingList:
EssentialReadings:
NewMediabyJohnv.pavlik(CoulmbiaUniversityPress,2001)
HandBookofNewMediabyLievrouwandLivingston,Sage(StudentEdition)
Manovich,Lev.(2001)TheLanguageofNewMedia.MITPress.
ListerMartin.(2009).NewMediaAcriticalIntroduction.Routledge.
Kahn, R and D Kellner, New Media and Internet Activism: From The Battle of Seattle to
BloggingNewMedia&Society,Vol.6,No.1,8795(2004)
Castells,Manual(2004)TheNetworkSociety:acrossculturalperspective,EdwardElgar,MA
(Chapter 1. Informationalism, networks, and the network society: a theoretical blueprint
pp.345)
Why activists cannot afford to neglect the Internet by Arun Mehta from The Public Domain
SaraiReader01(P140146)
Kumar, Keval, Telecommunications and New Media Technology in India: Social and Cultural
Implication,Gazette,Volume54no3,pp267277,1995
FurtherReading:
LewisPeterM.andJones,Susan,FromtheMarginstotheCuttingEdge:CommunityMedia
andEmpowerment,(eds.)(2006)Cresskill,NJ:Hampton,256pp
Feenberg A. and M. Bakardjieva, (2004).Virtual community: No killer implication New
MediaandSocietyVol6(1):3743.
VanDijk,J.A.G.M.TheNetworkSociety:SocialAspectsofNewMedia,SagePublications,
2005
Jenkins, H. (2008). Convergence Cultures: When New and Old Media Technologies Collide.
NYUPress.
Shirkey, C. (2009). Here Comes Everybody: The Power of Organizing Without Organizations.
Penguin.
DeCerteau,Michel.(2011)ThePracticeofEverydayLife.UniversityofCaliforniaPress.
Introduction Digital Journalism: Emerging Media and the Changing Horizons of Journalism,
EditedbyKevinKawamoto(RowmanandLilltlefieldPublishers,2003

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PAPER VI INTEGRATED MARKETING COMMUNICATIONS
RationaleThis course is designed to introduce the field of integrated marketing communications
(IMC). The emphasis will be on the role of advertising and other promotional mix elements in the
integrated marketing communications program of an organization. Attention will be given to the
various IMC toolsused incontemporarymarketing including advertising,direct marketing,Internet
and interactive marketing, sales promotion, publicity and public relations. We will examine the
process by which integrated marketing communications programs are planned, developed and
executed as well as the various factors and considerations that influence this process. They learn
howtodevelopIMCplansthatconnecttomeasurablebusinessobjectives.Wewillalsoconsiderthe
environmentinwhichIMCprogramsincludingtheimpactofregulatory,social,andeconomicissues.
BackgroundThefieldofintegratedmarketingcommunicationsishighlyinterdisciplinaryvibrantand
everchanging. Consequently, we view the IMC curriculum as an evolving set of learning
opportunitiesthatshouldreflectthemostcurrentresearch,thelatestindustryinnovationsandthe
best practices in the field. While having a thorough understanding of current IMC tools and
technologiesisinarguablyimportant,studentsmustalsobeawareofthetheoriesunderlyingthem.
In our view, a carefullybalanced blend of academic concepts and practical skills ensures that
students are provided with optimal conditions for acquiring expertise in all of the many building
blocksofIMC.
ExpectationThestudentsareexpectedtolearntostrategizeintegratedmarketingcommunication
programmeofabusinessorganisationandhowvarioustoolshelpinachievingbusinessobjectives.

Unit I Understanding Integrated marketing Communication (IMC)
3 Weeks
EmergingParadigmofIMC
Meaningandconcept
Keyfeatures,ObjectivesandcomponentsofIMC
TheoreticalUnderpinningsandModelsofIMC
BenefitsandBarriers
Student Presentations Students will submit written assignments on the emerging paradigm
of IMC. They will study the changing Models and do a comparative study.

Unit II Promotional Elements and Tools 3 Weeks
UnderstandingPromotionalmix.
IMCtools
i. Personalselling
ii. Advertising
iii. PublicRelations
iv. DirectandDatabaseMarketing
v. Salespromotion
vi. Onlinecommunication/Interactivemarketing

19 | P a g e
Student Presentations- Students will evaluate the contribution of each elementincluding
advertising,directmarketing,Facebook,Twitterandblogsetctomaximizecommunicationimpact.
Theywillstrategicallylinkandleverageallelementsinthecommunicationmixacrosschannels.They
will understand and apply the Social Media Buyer Behavior Model to create engaging content to
reach,impactandengagecustomers

Unit III Marketing Communication, Strategic Management and Branding
3 Weeks
TheMarketingconcept
Segmentation,Targetingandpositioning
StrategicManagement
DevelopingMarketingStrategySWOTanalysis,Strategicplanningprocess
ConsumerBehaviour
BrandingAnoverview

Student Presentation- Students will do case studies of different brands, their SWOT analysis,
strategic planning and positioningandIdentifynewwaystodifferentiateabrand

Unit IV IMC Plan and campaigns 3Weeks
DevelopingIMCPlan/Campaignplanning
Situationanalysis,Marketresearchandformulatingobjectives
CampaigncreationandProduction
MediaPlanning,selection,budgetingandscheduling
Evaluation,FeedbackandAnalysis
Student Presentations-Students will create an effective, wellintegrated IMC plan, blending offline
and online tools to maximize customer value. They will develop an effective content strategy to
ensuredeliveryofcoordinatedandsynergisticmessagesacrossalltouchpointsandchannels.Make
aneffectivecrisismanagementcampaign.

Suggested Readings
Philip Kotler and Lane Keller, Designing and Managing Integrated Marketing
Communication,pg90110
Ramaswami V.S and Namakumari S, Marketing Management, Planning, implementation
andcontrol,3
rd
edition,Macmillan(pg326,107206,219250)
Fill C, Marketing Communications: Interactivity, Communities and content5th ed., FT
PrenticeHall,2009(chapterspecific)
Pickton D & Broderick A, Integrated marketing communications 2ND ED.,
Pearsons,2009(chapterspecific)
EganJ.,MarketingCommunications,Thomson,2007(chapterspecific)

20 | P a g e
SEMESTER I V
PAPER VII REPORTING AND EDITING FOR BROADCAST
Rationale:ReportingandEditingforBroadcast
Thispaperisthefirstelectronicmediapaper.Thus,itsfirstobviousgoalistointroducethe
mediumsofaudioandvideo:i.ethecharacteristicsofradio(sound)andTelevision(video).
Apartfromthatitwillteachthebasicsofcamera(framing,composition,visuallanguage
etc.),microphones,soundeffectsandsoundrecordingforRadio.Thewriting,reportingof
newsstoriesforradioandtelevision,productionofanewspackage.Thestudentswillalso
learntoplanandproduceradioandtelevisionnewsbulletins.Theworkingofabroadcast
newsorganization(withthevariousdepartments)andanoverviewoftheotheravailable
formsintelevisionandradio.
BackgroundThebroadcastmediaindustrysprimaryfocustodayisonnewsbased
programmingandproduction.Inanenvironmentwherenewsisbecomingmoreandmore
competitive,weneedtoteachagoodmixofethicsanddecisiveuseoftechnologyto
broadcastprofessionals.Thecourseaimstoenablestudentswhojointheindustryas
broadcastmediajournalistsornewsproductionprofessionalswiththerightbalanceof
objectivity,akeennewssenseandcutthroattraininginbroadcastnewsproduction.
ObjectivesThispaperisthefirstelectronicmediapaper.Thus,itsfirstobviousgoalisto
introducethemediumsofaudioandvideo:i.ethecharacteristicsofradio(sound)and
Television(video).Apartfromthatitwillteachthebasicsofcamera(framing,composition,
visuallanguageetc.),microphones,soundeffectsandsoundrecordingforRadio.The
writing,reportingofnewsstoriesforradioandtelevision,productionofanewspackage.The
studentswillalsolearntoplanandproduceradioandtelevisionnewsbulletins.Theworking
ofabroadcastnewsorganization(withthevariousdepartments)andanoverviewofthe
otheravailableformsintelevisionandradio.
ExpectationThestudentsshouldbewellversedwiththeaestheticofsoundandvisual
production.Shouldbeabletoshootandwrite,editashortnewsstory.
Unit1BasicsofSoundandVisual20Lectures
TheSoundMedium
Conceptsofsoundscape,soundculture
TypesofsoundSync,NonSync,Naturalsound,AmbienceSound
SoundDesignItsMeaningwithexamplesfromdifferentforms
Soundrecordingtechniques
Introductiontomicrophones
CharacteristicsofRadioasamedium

TheVisualMedium
Whatisanimage,electronicimage,televisionimage
Digitalimage,EditedImage(politicsofanimage)
Whatisavisual?(stilltomoving)

21 | P a g e
VisualCulture
Changingecologyofimagestoday
CharacteristicsofTelevisionasamedium

Unit2WritingandEditingRadioNews25Lectures
ElementsofaRadioNewsStory:Gathering,Writing/Reporting.
ElementsofaRadioNewsBulletins
WorkinginaRadioNewsRoom
IntroductiontoRecordingandEditingsound.(Editingnewsbasedcapsuleonly).
Unit3WritingandEditingTelevisionNews25Lectures
BasicsofaCamera(Lens&accessories)
ElectronicNewsGathering(ENG)&ElectronicfieldProduction(EFP)(Concept)
VisualGrammarCameraMovement,TypesofShots,Focusing,
VisualPerspective.
ElementsofaTelevisionNewsStory:Gathering,Writing/Reporting.
ElementsofaTelevisionNewsBulletins
BasicsofEditingforTVBasicSoftwaresandTechniques(foreditinganewscapsule).

Unit4BroadcastNews:CriticalIssuesandDebates8Lectures
PublicServiceBroadcastersAIRandDDNewsVoiceofIndia?(AnalysisofNewson
NationalBroadcasters)
ChangingCharacterofTelevisionNews(24hrsnewsformat,NewsProductioncycle,News
'Lingo',News'Formulae'?
NewsasEvent,PerformanceandConstruction.
TeachingStyle:
Theteachingstylehastoincludediscussion,demonstrativetools(includingbroadcastbulletins)Alot
ofteachingwillhappenintheeditinglabandcameralabthroughdemonstrationsandpractical
exercises.
SuggestedReadings:
ZettlHerbert,TelevisionProductionHandbook.(Pgenos:2080,85135)
RobertcAllenandAnnetteHill(Ed2004),TheTelevisionReader,Routledge(Pgenos:1040)
P.CChatterjee,BroadcastinginIndia,NewDelhi,Sage1987(Pagenos2578)
TheRadioHandbook,byCarrolFleming,Routledge(London&NewYork2002)(Pgenos:47105)
.
SuggestedResources&Documentaries
- NewsBulletinsinEnglishandHindionNationalandPrivatechannels(asteachingmaterial)
- DocumentaryThefutureofTelevisionNews.


22 | P a g e
PAPER VIII MEDIA ETHICS AND THE LAW
Rationale This course will introduce students to the ethical discourse and practices surrounding
media messages and will lead to an awareness of the position that selected laws take on these
issues. These ethical issues may vary with the ethical relativity of diverse cultures, location and
subject positions. This paper seeks to acquaint the students with some of these, while critically
engagingtheminselectedcontemporaryevents.
BackgroundThis course will introduce students to the study of ethical issues in the media. It
provides an examination and discussion of the impact of ethical issues, studying the related laws
thatjournalistsconfrontinIndiaandaroundtheworldinavarietyofsocial,politicalandeconomic
contexts.. Students will develop an understanding and appreciation of issues like freedom of the
pressandtheabilitytoanalyzeimportantethicalissuesinvolvedwiththemassmediaindustry.
Expectation: Students are expected to have an awareness of and critical engagement with ethical
issues which inform media practices in the society and the world that they inhabit. Teachers and
studentsmustrefertoimportantandrelevantcasestudiesatappropriateplaceswhiledealingwith
majorissuesandtopics.
UnitIEthicalFrameworkAndMediapractice
L3weeks
Freedomofexpressionandcensorship(Article 19(1)(a) and Article 19(1)2)
FreedomofexpressionanddefamationLibelandslander
IssuesofprivacyandRighttoInformation
IdeaofFairTrial/TrialbyMedia
IntellectualPropertyRights
Mediaethicsandculturaldependence
Student Presentations Photocopied material for Study Packs in India; Aaron Swartz.
Attack on Freedom of artists and authors
Unit2MediaTechnologyandEthicalParameters
L3weeks
Livereportingandethics
LegalityandEthicalityofStingOperations,PhoneTappingetc
EthicalissuesinSocialmedia(ITAct2000,Sec66A)
DiscussionofImportantcasesegOperationWestend
SomeRelatedlawsRelevantsectionsofBroadcastBill,NBAguidelines
Student Presentations Tehelkas Westend .

School Teacher Uma Khurana case

23 | P a g e
Unit3Representationandethics
L3weeks
AdvertisementandWomen
Pornography
RelatedLawsandcasestudiesIndecentrepresentationofWomen(Prohibition)Act,1986and
rules1987,ProtectionofWomenagainstSexualHarassmentBill,2007,Sec67ofITAct2000and
292IPCetc
Regulatorybodies,CodesandEthicalGuidelines
StudentPresentationsStudentswillsubmitonabovementionedtopics.
Unit4MediaandSocialResponsibility
L3weeks
SelfRegulation
MediaContent,moralityandAccountability
EconomicPressures
Mediareportageofmarginalizedsectionschildren,dalitsandtribals.
Mediacoverageofviolenceandrelatedlawsinflammatorywriting(IPC353),Sedition
incitementtoviolence(section121IPC)IPC121readwith511,hateSpeech.
StudentPresentationsStudentswillpresentcasestudiesandwrittenassignmentsgivenbythe
teacherfromtimetotimeegAttackoncivillibertiesofindividualsandsocialactivists
Essential Reading list:
Thakurta,ParanjoyGuha,MediaEthics,OxfordUniversityPress,2009
BarriemcDonaldandMichelpetheranMediaEthics,mansell,1998
AustinSaratWhereLawMeetsPopularCulture(ed.),TheUniversityofAlabamaPress,2011
VikramRaghvan,CommunicationLawinIndia,LexisNexisPublication,2007
IyerVekat,MassMediaLawsandRegulationsinIndiaPublishedbyAMIC,2000


24 | P a g e
SEMESTER V
PAPER IX HISTORY AND GROWTH OF MEDIA IN INDIA
Rationale:Thepaperprovidesasocial,political,economicandtechnologicalhistoryofdifferent
massmedia.Thestudentswilllearnaboutprint,radio,television,photography,filmandthe
internetasitoriginatedandaschangingsystemsgloballyaswellasintheIndiancontext.In
additioneachofthesemediaisalsohistoricallyanalyzedinvasthistoricallandscapeandagainst
historicalevents.Theywillbeencouragedtoapplythishistoricalknowledgetothechanging
mediacontexts.
Background:ThispaperisappearinginSemesterVafterthefirstexitpoint.Itismeanttogivea
historicalperspectiveinmediatostudentswhowanttopursuehigherlearninginthefieldof
JournalismandMassCommunication
Expectation:Thestudentlearnstounderstandtheevolutionofdifferentmediaformsinthe
courseofahistoricaltrajectorythatissimultaneouslyglobalandnational.
UnitIHistoricalContextoftheEmergenceof
MassMediaTechnologies5Lectures
MediaandModernity:PrintRevolutionDifferentstages,Emergenceoftechnologies
EmergenceofMassMediaintheColonialErawithaFocusonIndia
UnitIIPrintMedia20Lectures
HistoryofthePressinIndia:
ColonialPeriod
NationalFreedomMovement
PostIndependenceEra
EmergencyandPostEmergencyEra
ChangingReadership,PrintCultures,LanguagePress
UnitIIISoundMedia12Lectures
ThecomingofGramophone
EarlyhistoryofRadioinIndia
HistoryofAIR:EvolutionofAIRProgramming
PenetrationofradioinruralIndiaCasestudies

25 | P a g e
PatternsofStateControl;theDemandforAutonomy
FM:RadioPrivatization
Music:CassettestotheInternet
UnitIVVisualMedia16Lectures
TheearlyyearsofPhotography,LithographyandCinema
FromSilentEratothetalkies
Cinemainlaterdecades
ThecomingofTelevisionandtheStatesDevelopmentAgenda
CommercializationofProgramming(1980s)
InvasionfromtheSkies:TheComingofTransnationalTelevision(1990s)
FormationofPrasarBharati

Suggested Readings:

Briggs,AandBurke,P,SocialHistoryofMedia:FromGutenbergtotheInternet,(PolityPress,2010)
(Chapter2andChapter5)
Parthasarthy Rangaswami, Journalism in India from the Earliest to the Present Day, (Sterling
Publishers,1989).
Jeffrey, Robin, Indias News Paper Revolution: Capitalism, Politics and the Indian Language Press,
(NewDelhi,Oxford2003)
Manuel,PeterCassetteCulturepage,(Chicago,UniversityofChicagoPress,1993),132
Chatterjee,P.C,BroadcastinginIndiapage(NewDelhi,Sage,1991)3957
NeurathP.RadioFarmForumasaToolofChangeinIndianVillages,EconomicDevelopmentof
CulturalChange,vol10,No.3(pp275283)
DavidPageandWilliamCrawley,SatellitesOverSouthAsia,(Sage,2001)Chapter2,chapter8and
Chapter9.
Das,Biswajit,MediatingModernity:ColonialDiscourseandRadioBroadcastinginIndia,
CommunicationProcessesVol1:MediaandMediation,B.Bel,B.Das,J.Brower,Vibhodh
Parthasarthi,G.Poitevin(Ed.)(Sage2005)
Parthasarthi,Vibhodh,ConstructingaNewMediaMarket:MerchandisingtheTalkingMachinein
CommunicationProcessesVol1:MediaandMediation,B.Bel,B.Das,J.Brower,Vibhodh
Parthasarthi,G.Poitevin(Ed.)(Sage2005)
EricBarnouwandKrishnaswamy,IndianFilm,(NewYork,OxfordUniversitypress,1980),2
nd
Edition,
Chapters"Beginnings,"&"ThreeGetStarted,"

26 | P a g e
John V. Vilanilam, The Socio Cultural dynamics of Indian Television: From SITE to Insight to
Privatisation,inTelevisioninContemporaryAsiabyDavidFrenchandMichaelRichards(Ed)(Sage,
2000).
AdditionalReading:
Elen McDonald The modernizing of communication: Vernacular Publishing in Nineteenth Century
MaharashtraAsianSurvey,87,(1968)pp589606
Francis Robinson (1993) Technology and Religious change: Islam and the impact of Print; Modern
AsianStudies,Vol27,No.1(Feb)pp.229251.
SeminarIssueOctober1997,IndianLanguagePress
G.N.S Raghavan, Early years of PTI, PTI story: Origin and Growth of Indian Press, (Bombay, Press
TrustofIndia,(1987),92119
MelissaButcherTransnationalTelevision,CulturalIdentityandChange,(NewDelhi,Sage,2003)49
77
TopicsforStudentPresentations
1.AcomparativestudyofaCommunityRadioprojectandanyofAIRsLocal
Radiostations.
2.AcasestudyofradioprogrammeslikeFaujibhaiyonkeliyeandbehnokakaryakramand
kutchmahilaradio
3.Tracethetransformationofcertaintraditionalmusicalgenreslikedevotionalmusic,ghazals
andfolksongswiththeadventofcassettetechnology.
3.ComparethehistoryofCinemawiththehistoryofothervisualmedia.
4.DoavisualpresentationoncartoonsthatappearedinIndianNewspapersduringtheperiodof
EmergencyandthedebatearoundcensorshipofmediabytheIndianstate.
5.Presentationsontheimportanceofarchiving.ThestateofarchivesofIndiancinema,News
papers,musicandphotographs.
6.Adiscussionondigitalarchives.
PAPER X MEDIA AND SOCIETY

Rationale:ThepaperwillbecomprisedofcoreunitsthatrelatemassmediatoPoliticsand
democracy,Sociologyandculture.Thismoduleexaminesthevarioustheoreticalattemptstomake
senseanddealintellectuallywithsocial,sexualandculturaldiversity.
Background:ThisisanadvancedcoursebuildingonMediaandculturalstudies(PaperIII).Itaimsto
strengthenthestudentsknowledgeofliberalartsconceptstohelpanalyzethetriadofindividual,
societyandcommunicationprocess.

27 | P a g e
Expectation:Studentshouldlearntounderstandtheirpositioninasocietydrivenbythe
constructedrealityofmediaeventsandmessages.
LECTUREPLAN14WEEKS
UnitIMediaandthesocialworld(2weeks)8LECTURES
Mediaimpactonindividualandsociety
DemocraticPolityandmassmedia
MediaandCulturalChange
RuralUrbanDivideinIndia:grassrootsmedia
Presentation:a)SelectanewspaperTOI/HTandforaweekanalysepoliticalcoverage.
GrassRootMedia:KhabarLehariya
UnitIIMedia:PowerandContestation(5Weeks)20LECTURES
PublicSphereanditscritique
Publicsphereofthedisempowered?
MediaandSocialDifference:class,gender,raceetc.
GenresRomance,Television,SoapOpera,Sports
Presentation: a)Watch a Indian TV Soap Opera /reality show for a week and for representation of
family.b)Projectonuseofinternetbythemarginalizedgroups.
UnitIIIMediaandDemocracy(4WEEKS)16LETURES
MediaPracticeandLiberalIdeals
TheAutocraticStateandMedia
MediainaPluralSociety
CreatingConsensusthroughMedia
Presentation:a)StudentsstudyEmergencyinIndia
b)ProjectonmediacoverageofPoliticsandCorruption
UnitIVMediaTechnologiesandSociety(3WEEKS)12LECTURES
MediaTechnologiesasmediation
MediaTechnologiesandEmpowermentofRuralcommunities
MediaTechnologiesandidentity
Presentation:a)Projectoncommunityinformaticsbasedonalocalexperimentwith
technologyinthecitycommunityforeg:CyberMohallaatSARAIb)DossierofCommunityRadio
Projects

28 | P a g e
EssentialReadings
1. Street,John.Massmedia,politicsanddemocracy.PalgraveMacmillan,2011.
2. Balnaves,Mark,StephanieDonald,andBrianShoesmith.Mediatheoriesandapproaches:
Aglobalperspective.PalgraveMacmillan.2009(PgNo.310,1134,3553)
3. Mackay,Hugh,andTimO'Sullivan,eds.Themediareader:continuityandtransformation.
SAGEPublicationsLimited,1999.1328,4373,287305.
4. Sreberny, Annebelle. Society, culture, and media: Thinking comparatively in The SAGE
handbookofmediastudies,Sage.2004.83103.
5. Asen, Robert& Brouwer, Daniel, 2001. CounterPublicsandthe State, SUNY Press.135,
111137
SuggestedReadings
1. Ninan,Sevanti.Headlinesfromtheheartland:ReinventingtheHindipublicsphere.SAGE
PublicationsPvt.Limited,2007.
2. Curran,James."Rethinkingmasscommunication."Culturalstudiesandcommunications.London:
Arnold(1996).
3. McQuail,Denis.Masscommunicationtheory:Anintroduction.Barcelona,1991.79111
4. Berger,ArthurAsa.Mediaandsociety:Acriticalperspective.Rowman&Littlefield,2012.Pg921,
167180
5. Castells, Manuel. Communication, power and counterpower in the network
societyInternationaljournalofcommunication,1(1),2007.238266.
6. Nichols,Joe&Price,John,AdvancedStudiesinMedia,ThomesNelson,1999.4255
7. Thirumal,P.,andGaryMichaelTartakov."IndiasDalitssearchforademocraticopeninginthe
digitaldivide."InternationalExplorationofTechnologyEquityandtheDigitalDivide:Critical,
HistoricalandSocialPerspectives(2010):20.
8. StoreyJohn.CulturalTheoryandPopularCulture:AnIntroduction,PearsonLongMan.2010(
167180)
9. Ott&Mack,CriticalMediaStudies:AnIntroductionWiley&Sons,2009(196219)
10. Saraf,BabliMoitra."InSearchoftheMiracleWomen:ReturningtheGaze."Translationand
InterpretingStudies3,no.12(2008):12.
11. Rajagopal,Arvind,ed.TheIndianPublicSphere:ReadingsinMediaHistory.NewDelhi:Oxford
UniversityPress,2009.278290.
12. Rayner,Philip,PeterWall,andStephenKruger,eds.ASmediastudies:theessentialintroduction.
PsychologyPress,2004..5361.
13. Radway,JaniceReadingtheRomance(excerpts)inBussett,Thornaham&MarisedMedia
StudiesreaderEdinboroughUtyPress1999.440456.
14. Mankekar,Purniam.ScreeningCulture,ViewingPolitics:AnEthnographyofTelevision,
Womanhood,andNationinPostcolonialIndia.DukeUniversityPress.1999.145,104165.
15. Stevenson, Nick. Understanding Media Cultures: Social Theory and Mass Communication, Sage
2010.184214.
16. Sreekumar, T. T. Mobile Phones and the Cultural Ecology of Fishing in Kerala, India. The
InformationSociety,27(3),2011.172180.

29 | P a g e
17. Mazzarella, William Beautiful balloon: The digital divide and the charisma of new media in
India.AmericanEthnologist,37(4),2010783804.
18. Sundaram,Ravi."Recyclingmodernity:pirateelectronicculturesinIndia."ThirdText13,no.47
(1999):5965.

19. Doron, Assa & Jeffrey, Robin. The Great Indian Phone Book: How the cheap cell phone
changes Business, Politics and Daily Life , Harvard UntyPtress, 2013.


30 | P a g e
PAPER XI DEVELOPMENT COMMUNICATION
Rationale:Theaimofthispaperistoprovidethestudentwithatheoreticaloverviewoftheconcept
of development and how it relates to empirical experience in developing countries and the areas
within. The paper will cover areas of democratisation of communication and content covering
variousmedia.Keydevelopmenttheoriesandapproacheswillbecovered.Itwouldfurtherexplore
the process of development communication in relation to various media forms ranging from folk,
print,televisionandradiotoICTandnewmediatools.
Background: After learning the basics of communication and journalism along with the knowledge
of variousmedia, it is pertinent to move towards the application of the same for the development
process. In the previous semesters students would also get a glimpse of flow of information, the
questionsofrepresentationandotherissuesrelatedtosociety.Atthismoment,theirunderstanding
wouldneedafurtherinsightintothequestionsofsocialsettingsinrelationtothedevelopment.
Today, when societies are transforming themselves into Knowledge Societies, Development
Communication becomes most relevant to take the knowledge and information effectively to
people.
Expectation:Theobjectiveofthispaperistoprovidethestudentswithatheoreticaloverviewofthe
conceptofthedevelopmentandhowitrelatestotheempiricalexperienceindevelopingcountries.
Thepaperwillcoverareasofparticipationincommunicationandcontentcoveringvariousmedia.It
wouldfurtherexploredevelopmentcommunicationtheoriesandapproacheswithrelationtomedia
formsrangingfromtraditionaltonewmedia.
The students are expected to learn the key concepts in development and development
communicationwithasubstantialcomponentoffieldwork.
Unit1.Development:Concept,TheoriesandParadigmsL10/P2
Conceptofdevelopment
MeaningofDevelopmentincontextofdevelopingcountries(EmphasisuponIndia)
DominantParadigm,DependencyParadigmandAlternativeParadigm
Modelsofdevelopment
Presentations:PresentationsonUNMillenniumDevelopmentGoalsandtheirfulfillmentwith
examplesfromIndia;Presentationsonvariousdevelopmentalissuesofneighbouringrural
areas.
Unit2.DevelopmentCommunication:ConceptandapproachesL12/P2
DefinitionandConcept
ApproachesDiffusionofInnovation;MagicMultiplier;Empathy
AlternativeApproaches
DevelopmentSupportCommunicationDefinition,genesis,areas,WoodsTriangle;
Presentations:Analysisofvariousmediaformatsandprogrammes(includingfolk,traditional
andnewmedia)onthebasisofthedevelopmentalapproachestheycontain.
Unit3.RoleofMediainDevelopmentL16/P5
Role&performancerecordofeachmediumPrint,Radio,TV,traditionalmedia,
documentariesondevelopmentissues.
Cybermedia&development
Roleofdevelopmentagencies,NGOsandRTIinDevelopmentCommunication,SocialAudit
andSocialinterventionsinDevelopmentProgrammes

31 | P a g e
Criticalappraisalofdevelopmentcommunicationprogrammesandgovernmentschemesin
IndiasuchasSITE,Kheda,Jhabuaprojects,MNREGAandAdharYojana.(FlexibleContent)
Presentations: Students may be asked to prepare a written project on the working of an NGO (of
their choice) which is achieving success in the field of development communication. (eg. Charkha);
they may be asked to write a project based on the critical appraisal of mainstream media on
developmental issues; presentation based on critical appraisal of programmes aired on public
service broadcasting such as Faujibhaiyonkeliye; KrishiDarshan; presentation on the impact
assessmentofICTindevelopment,forexample,EChaupal.
Unit4.PracticingDevelopmentCommunicationL18/P5
Strategiesfordesigningthemessageforprint
Communityradioanddevelopment
TelevisionprogrammesforRuralIndia(KrishiDarshan)
Usingnewmediatechnologiesfordevelopment
Presentations: Groups of students may organize campaign using various media on different
developmental issues such as health and hygiene, environment awareness, women issues, etc.
based on their own choice and make presentations on the same; They may be asked to produce
contentfordevelopmentcommunicationusingindividualmediumsuchasnewspaper,televisionor
radioprogramme(CommunityRadiorunbyUniversityofDelhimayutilizetheseradioprogrammes
further)ormaydevelopawebsiteonthesame.

Essential Readings:
1. Gupta V.S., Communication and Development, Concept Publication, New Delhi. pp 2671
2. Joshi Uma, Understanding Development Communication, Dominant Publishers, New Delhi. pp 2
16, 3653, 108115, 151164
3. Ganesh S., lectures in Mass Communication, India Publishers, 1995, pp 7487
4. Srinivas R. Melkote & H. Leslie Steeves: Communication For Development In The Third
World, Sage Publications. Pp. 3761.
5. D V R Murthy : Development Journalism, What Next? Kanishka Publication, New Delhi,
2007. pp 143, 4446

Suggested Readings:
1. Mridula Menon, Development Communication and Media Debate, Kanishka Publishers,
2007. pp 151201
2. Anil Singhal and James W. Dearing (Editors), Communication of Innovation, Sage
Publication, 2006. pp 2960
3. Rogers Everett M: Communication and Development Critical Perspective, Sage, New
Delhi, 2000
4. Amartya Sen : Development as freedom, Alfred A Knopf, New York, 1999.
5. Daya Thussu : Media on the move: Global flow and contra flow: Routledge, London, 2006.
6. Ghosh & Pramanik :Panchayat System in India, Kanishka Publication, New Delhi, 2007.
7. Shivani Dharmarajan : NGOs as Prime Movers, Kanishka Publication, New Delhi, 2007.


32 | P a g e
SEMESTER VI
PAPER XII GLOBAL POLITICS AND THE MEDIA
Rationale:Thismoduleenvisagesglobalisationasasiteofcontestationandconflicttotouch
uponsomekeytermsandideaseconomic,technological,programmatic,politicaland
regulatorythatinfluencetheglobalmediaenvironment.Itenablesanunderstandingof
howmedianegotiateandleveragespaceintheglobalmarketplace.Thefocusisalsoonthe
waysinwhichhistorically,mediaareglobalisedinenvironmentsandsituationsofconflict.
Emphasisisgiventotheinteractionbetweenglobalandlocal/national/regionalconcerns
affectingtheoperationofmassmediaincontemporarysocietyacrosscasestudies.The
culturalimplicationsoftherolethatmassmedia,globalcapitalismandlocalinstitutionsplay
inshapingandreshapingcultureareintroduced,aswellassomewaysinwhichresistance
hasbeenorganizedtoglobalisationitself.
Background:Thismoduleexamineskeystagesofdevelopmentinthemediaand
communicationsassociatedwiththelogicofglobalisation.Thefocuswillalsobeonthe
complexnatureofglobalisationprocessandexploretherelationshipbetweennewcontexts
ofproductionandquestionsofcollectivecultureandidentity.Issuesrelatedtomediaandits
relationshipwithpublicinstitutionswithinnational/regional/internationalcontext.
Expectation:Thestudentshouldbeabletobeorientedtowardsanunderstandingofmedia
operationsintheglobalmarketplaceandthepolemicsofcultureandidentitythat
accompanythem.
Unit1:MediaandGlobalisation:ThemesandIssues24Lectures
Globalisation:barrierfreeeconomy,multinationalsanddevelopment,technological
advances,telecommunication,globalizationofTVformats
Globalnetworks:informationsociety,networkserviceeconomy,movementofintangibles
TheColdWar,Vietnamwar/USSR;communicationdebates:NWICO,McBrideCommission
andUNESCO
UnequaldevelopmentandThirdWorldconcerns:NorthSouth,RichPoor,UsThem,Digital
Divide
Deterritorialisationandissuesofidentity;decolonization,neocolonisation;cultural
imperialism
UnitII:MediaandtheGlobalMarket10Lectures
TransworldproductionchainsandBPOs/CallCentres
Mediaconglomeratesandmonopolies:TedTurner/RupertMurdoch
Globalandregionalintegrations:ZeeTVasaPanIndianChannel;Bollywood
Entertainment:LocaladaptationsofglobalprogrammesKBC/BigBoss/Others?

33 | P a g e

UnitIII:GlobalConflictandGlobalMedia10Lectures
WorldWarsandMediaCoverage:theriseofRadiopropagandaandpersuasion
TheGulfWars:CNNssatellitetransmission,embeddedJournalism
9/11andimplicationsforthemedia

UnitIV:Ideology,CultureandGlobalisation12Lectures
Culturalpolitics:mediahegemonyandlegitimationofmediadrivenglobalcultures,
homogenization,theEnglishlanguage
Local/Global,Local/Hybrid,
RiseofRegionalism:AlJazeera;Regionalinitiatives
Hacking;WikiLeaks
SuggestiveProjects:
o PresentationontheadventofSatellitetelevisioninIndia
o PresentationontransworldchainsBPOs/callcentres
o PresentationoncasestudiesRupertMurdoch,TedTurner
o ProjectonglobalprogrammesandtheIndianDiaspora
o Projectonissuesofidentityandculturalimperialism
o Presentationongulfwarsandtheirimplicationsforthemedia
Suggested readings:
- DayaKishanThussu.InternationalCommunication:ContinuityandChange,OxfordUniversity
Press,2003.
- YahyaR.KamalipourandNancySnow.War,MediaandPropagandaAGlobalPerspective,
RowmanandLittlefieldPublishingGroup,2004.
- CommunicationandSociety,TodayandTomorrowManyVoicesOneWorldUnesco
Publication,RowmanandLittlefieldpublishers,2004.
- BarbieZelizerandStuartAllan.Journalismafter9/11,TaylorandFrancisPublication,2012.
- DayaKishanThussu.Warandthemedia:Reportingconflict24x7,SagePublications,2003.
- StuartAllanandBarbieZelizer.Reportingwar:Journalisminwartime,Routledge
Publication,2004.
- LeeArtzandYahyaR.Kamalipor.TheGlobalizationofCorporateMediaHegemony,New
YorkPress,2003.

34 | P a g e
- Yadava,J.S,Politicsofnews,ConceptPublishingandCo.1984.
- ZahidaHussainandVanitaRay.Mediaandcommunicationsinthethirdworldcountries,
GyanPublications,2007.
AdditionalReadings:
- Choudhary,Kameswar(ed)Globalisation,GovernanceReformsandDevelopmentinIndia,
Sage,NewDelhi,2007.
- Patnaik,B.N&ImtiazHasnain(ed).Globalisation:language,CultureandMedia,Indian
InstituteofAdvancedStudies,Shimla,2006.
- Monroe,Price.MediaGlobalisationMediaandSovereignity,MITpress,Cambridge,2002.
- Singh,Yogendra.CultureChangeinIndia:IdentityandGlobalisation,RawatPublication,New
Delhi,2000.
- LynGormanandDavidMcLean.MediaandSocietyintothe21stCentury:AHistorical
Introduction.(2ndEdition)WileyBlackwell,2009.pp.82135,208283.
- SuggestiveResourcesandDocumentaries;
Libraries,newspaperandmagazinearticlesandshortfilmsandtelevisionserials.


35 | P a g e
PAPER XIII MEDIAINDUSTRYANDMANAGEMENT
Rationale: This course provides an overview of media industry from a business perspective with a
particular focus on Business models of Indian Media Organisations. It addresses the operational
challenges involved in the management of media companies. It examines the media structures,
corporate strategies, managerial practices, competitive positioning and strategic intent of media
organizations and the design and management of media supply chains. It also analyses key drivers
forchangingmanagementstrategieswithinmediaindustries.
Background:IndianEntertainmentandMediaindustryhasbeengrowingatafastpaceoverthelast
fewyearsandthetrendislikelytocontinue.Inotherindustries,sameproductisproducedoverand
over again but in media, the content of the media messages must be fresh, new and compelling.
Todaysmediafirmsalsofaceprofoundchallengeslikemanagingmediaanditsproducts,newforms
of competition, startling advances in technology etc. To effectively deal with all these factors,
requiresdeepunderstandingofmediamanagement
Expectation Thestudents are expected to understand media management concepts and media as
an industry in the light of changing structures,ownership patterns,strategic intentand managerial
practicesofmediaorganizations.
Unit1MediaManagement:ConceptandPerspectiveL3weeks
Concept,originandgrowthofMediaManagement
Fundamentalsofmanagement
ManagementSchoolofThought
VisionaryLeadershipMediaEntrepreneurs,QualitiesandFunctionsofmediamanagers.
Student Presentations Students will do case studies on visionary leadership of Media

entrepreneurs and highlight the strategies they used. Students will also do some written
assignments
Unit2MediaIndustryAnoverviewL3weeks
MediaindustryasmanufacturersManufacturingConsent.
ChangingOwnershippatternsandstructureofnewsmediaorganisationsinIndia
MediaandEntertainmentBusinessPrint,TV,Film,Music,Radio,Telecommunications,Internet,Out
ofHome,Events
FreedomandchallengesArrangingequipmentandpersonnelforanewmediaenterprise,problems
offinance,FDI
IndianandInternationalMediaGiantsCaseStudies
Student Presentations Students will do case studies of different media organizations Indian
andInternational.Theywillprepareaprojectonthemanagementstrategiesadoptedbyanyone
newspaper or one television channel. They will also do a comparative analysis of two media
organizations.

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Unit3.MediaEconomics,StrategicManagementandMarketingL3weeks
Understanding Media Economics Economic thought, Theoretical foundations, issue and
concernsofmediaeconomics.
Capitalinflow,Budgeting,Financialmanagement,andpersonnelManagement
StrategicManagement,newsandcontentmanagement.
Marketforces,performanceevaluation(TAM,TRPandHITS)andMarketshifts
Mediaaudiencesandcredibility
Student Presentations Students will do some written assignments on the topics mentioned
above.Projectonnews/contentmanagementstrategies
Unit4Mediamanagement:Insights,PracticesandchallengesL3weeks
MediaManagementpracticesfollowedbyIndianandGlobalMediaOrganisations
EthicolegalperspectivesinMediamanagement
GovernmentMediaInterfacePoliciesandregulations
Issues related to Paid news, lobbying, pressure group influence, Corporatisation and
PoliticisationofMedia
Student Presentations Students will analyse Important Reports FICCI, Press council Report,
ASCI report etc. They will make power point presentations on issues related to paid news,
lobbying,corporatizationandpoliticizationofmedia,Journalistsdilemmaetc.
SuggestedReadings
VinitaKohliKhandeka,IndianMediaBusiness,Sage(Forunit2,secondtopic)
PradipNinanThomas,PoliticalEconomyofCommunicationsinIndia,Sage(pg60100)
LucyKung,Strategicmanagementinmedia,SAGE(formodels)
DennisF.Herrick,MediaManagementintheageofGiants,SurjeetPublications,pg189217
Jennifer Holt and Alisa Perren, (Edited ) Media IndustriesHistory, Theory and Method ,
WileyBlackwell,pg93107)(161170)
JohnM.lavineandDanielB.Wackman,ManagingMediaOrganisations(pg960)
SuggestiveresourcesandDocumentaries
Variouslibraries,PSBTdocumentaryonPaidnewsbyUmeshAggarwal,PresscouncilReport
(damning)byParanjoyGuhaThakurtaandReddy.


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PAPER XIV ADVANCED BROADCAST MEDIA

Background:InthecontemporarybroadcastmediaIndustry,astudentisrequiredtoknowevery
aspectofmediafromitsstructureandfunctionstotheproductionofcontent.Thiscoursewill
aimtointroducestudentstovariousgenresinBroadcastmediaandtheirevolvingnature.The
studentswilllearntheconceptualissuesinbroadcastinganddelveintotheframeworkofpublic
andprivatebroadcasting.
ObjectivesandExpectedOutcome:
Oncompletionofthecoursestudentsshouldbeableto:
Understanddifferentbroadcastingformati.eRadio&TV,theirproductionaesthetics&
requisites.
Capabletoproduceprogrammewithsensibleapproachtowardspublic&Privatebroadcasting

UnitI:BroadcastGenres10Lectures

ContemporaryAudioGenres(InnovationandExperiments)
WhyamIthe'IdiotBox'?Debates,IssuesandConcernsofTelevisionGenre
VariousEvolvingContemporaryTelevisiongenres:Drama,soapopera,comedy,reality
television,children'stelevision,animation,primetimeanddaytime.

UnitIIPublicServiceBroadcasting16Lectures
PublicServiceModelinIndia(Policyandlaws)
GlobalOverviewofPublicServiceBroadcasting
CommunityRadio,CommunityVideo
ParticipatoryCommunication
CampusRadio

UnitIIIPrivateBroadcasting 16Lectures
PrivateBroadcastingModelinIndia;PolicyandLaws
Structure,FunctionsandWorkingofaBroadcastChannel
PublicandPrivatepartnershipintelevisionandRadioprogramming(IndiaandBritaincase
studies)

UnitIVAdvancedBroadcastProduction16Lectures
WritingandProducingforRadio
PublicServiceAdvertisements
Jingles
RadioMagazineshows
MixingGenresinTelevisionProduction
MusicVideoforsocialcomment/asdocumentary
MixingENGandEFP
ReconstructioninNewsbasedProgramming

38 | P a g e
Suggestiveprojects
Scriptwriting
PresentationofexperimentalgenereinRadio/TV
PresentationaboutPSBTandsuchorganizations.
ScriptonMusicPresentation
PresentationofCommercialChannelfunctions.
Presentationonglobalbroadcastingmodels&IndianBroadcastingModels
Essential Readings

A. Glen Creeber, Toby Miller and John Tulloch,TheTelevisionGenreBook(London:British Film
Institute, 2009)
B. RobertBMusburgerandGorhamKindem,IntroductiontomediaProduction,(Elsevier: Focal
PressFocalPress)Pg95133,179212
C. AmbrishSaxena,RadioinNewAvatarAMtoFM,(Delhi:Kanishka),Pg92138,271307
D. TedWhiteandFrankBarnas,BroadcastNews,WritingReporting&Producing,(Elsevier, Focal
Press,2012)317,245257,279286
E. HerbertZettl,TelevisionProductionHandbook,(Delhi:AkashPress,2007)190208

Suggestive Readings
A. VinodPavarala, Kanchan K Malik, FACILITATING COMMUNITY RADIO IN INDIA: Profiles of NGOs

and their Community Radio Initiatives Other Voices (New Delhi: Sage, 2007)
B. Mc Leash, Robert, Radio Production (US: Taylor & Francis )


39 | P a g e
SEMESTER VI I
PAPER XV MEDIA AND COMMUNICATION RESEARCH
Rationale:ThisPaperwillintroducethestudentstothemainmethodsofCommunication
Research.Itisbasedonconceptsthattheyarefamiliarisedintheprevioussemesterssuchas
BasicstoCommunication,MediaandCulturalStudies.Itwillenablestudentstolearnabout
qualitativeandquantitativemethods,exploringthedifferentstagesofsocialscience
researchprocessfromadefinitionofaresearchhypothesistodatacollectionandanalysis.It
willalsolookatdifferenttheoreticalreasoningbehindmethodologicalapproachestomedia
andsociety.Thiswillalsotrainthemtoconductresearchfortheirdissertation.Theyshould
betrainedtohandledetailedproceduresandexecutabletechniquesofselectedresearch
methodssuchassurveyresearch,experimentaldesign,indepth/focusgroupinterviews,
contentanalysis,ethnographicfieldresearchandtextualanalysis.
Background:Withthegrowingcomplexityofsociallifeandthechallengesofmodern
societies,researchindisciplinesdealingwithvariousaspectsofsociallifehavebecome
imperative.Thiscourseisanattempttoemulatecomprehensiveandcriticalexpositionofthe
variedtechniquesemployedinsocialresearchandthemethodologicalbasesunderlying
them.
ObjectivesandExpectation:Thestudentisexpectedtogetequippedwithcomplexand
sophisticatedapproachestomediaresearchandlearnquantitativeandqualitativemethods
andapplythemtomediaresearch.Thegoalistoprovidethestudentwithtoolstheyneedto
usemassmediaresearchintheprofessionalworldthroughsimplifiedexplanationsofgoals,
proceduresandusesofinformationinmassmediaresearch
TeachingStyle:Thelectureswillbearmedwithpowerpointpresentationsandsocialscience
researcherswillbeinvitedtomakeunderstanddifferentresearchsituationsandthe
problemsassociatedwithit.
Toolsandtechniques:Thetoolsandtechniquesforteachingthismoduleislectures,power
pointpresentations,speciallecturesbyresearchersandsocialscientists.
UnitIIntroductiontoResearch12Lectures
Definition,Role,Function,BasicandAppliedResearch,ScientificApproach,Roleoftheoryin
research,StepsofResearch(Researchquestion,Hypothesis,ReviewofLiterature.)
UnitIIMethodsofMediaResearch20Lectures
QualitativeQuantitativeTechnique,ContentAnalysis,SurveyMethod,
ObservationMethods,ExperimentalStudies,CaseStudies,
NarrativeAnalysis;HistoricalMethods.

40 | P a g e
UnitIIISampling12Lectures
NeedforSampling,SamplingMethods,RepresentativenessoftheSamples,
Sampling
Toolsofdatacollection:PrimaryandSecondarydataQuestionnaire,FocusGroups,
Telephone,Surveys,OnlinePolls,Publishedwork.
DataAnalysisTechniques;CodingandTabulation,
NonStatisticalMethods(DescriptiveandHistorical)
UnitIVEthnographiesandotherMethods12Lectures
ReadershipandAudienceSurveys;Ethnographies;
Ethicalperspectivesofmassmediaresearch;
WorkingwithArchives;LibraryResearch;
WorkingwithInternetasasource;WritingCitations,Bibliography
SuggestiveProjects:
Writingtheresearchquestionforvariousresearchproblems.
Applyingtheappropriatesamplingtechniquetodiversesetspopulations
Presentationontechniquesofwritinghypothesesandobjectives
Conductingapilotsurvey
Doingacontentanalysispresentationonanycontentinnewspapers.
Presentationonidentifyingthetoolsofdatagathering
Presentationonobservationandparticipatorymethods
Presentationonwritingcloseendedandopenendedquestionnaires
SuggestiveResourcesandDocumentaries:
Variouslibrariesequippedwithmasscommunicationandjournalismjournalsmediaasia,
communicator,journalismandmasscommunicationquarterly,Columbiajournalismreview,human
communicationresearch,Journalofcommunication,criticalstudiesinmasscommunication,Journal
ofbroadcastingandelectronicmedia,JournalofAdvertisingresearch,JournalofConsumer
research,PublicopinionQuarterly.
SuggestedReadings:
- Wimmer,Roger,DandDominick,Joseph,R.MassMediaResearch,ThomsonWadsworth,
2006,pgs160;6581;8398.
- ArthurAsaBerger.MediaResearchTechniques,SagePublications,1998.
- JohnFiske.IntroductiontoCommunicationStudies,RoutledgePublications,1982.
- DavidCroteauandWilliamHoynes.Media/Society:Industries,ImagesandAudiences,Forge
Press(ForCaseStudies)Amazon,2002.
- Kothari,C.R.ResearchMethodology:MethodsandTechniques,NewAgeInternationalLtd.
Publishers,2004,pgs155;pgs95120.


41 | P a g e
PAPER XVI INTRODUCTION TO CINEMA STUDIES
Background: The paper has been purposefully placed after the second exit point in the VII
semester.Thepaperisforstudentswhowillbemovingtothefourthyear.
Rationale: This paper will help the students to gain theoretical frameworks for research in
aestheticsintheirpostgraduateprogram.CoveringbothinternationalandIndiancinemathis
coursewillofferthemanenrichedknowledgeintheHistoryofcinemaaroundtheworldthe
emergenceofthevariousschoolsandstyles,institutionalformsandexhibitionpatterns.The
paperfocusesonfilmandpopularculture,coveringthemeslikestardom,melodrama,auteur
theory and feminist film theory. The course aims to give a rigorous base to students who
wish to study cinema, film production, and film appreciation in their post graduation.The
studentswillgettheopportunitytowatchfilmsandalsoseeclipsofseveralfilmsinclassthat
arerelevanttothetopicsgivenbelow.
Expectation:AdistinctknowledgeofworldcinemaandIndiancinema.
Requirement:Westronglyrecommendthatoutof5,atleast3periodsperweekshouldbe
arrangedasblockclassestofacilitatefilmscreenings.
UnitILanguageofCinema12Lectures
LanguageofCinemaIFocusonvisualLanguage:Shot,Scene,Misenscene,Deepfocus,
ContinuityEditing,Montage
LanguageofCinemaIIFocusonSoundandColour:DiegeticandNonDiegeticSound;Off
ScreenSound;SyncSound;theuseofColourasastylisticElement
EarlyCinema
GenreandthedevelopmentofClassicalHollywoodCinema
ScreeningsFourhours
UnitIIFilmFormandStyle12Lectures
GermanExpressionismandFilmNoir(L2)
ItalianNeorealismandFrenchNewWave(L3)
ThirdCinemaandNonFictionCinema(L2)
Screenings:5hours
UnitIIIFilmandPopularCulture16Lectures
Melodrama(L2)
Stardom(L2)
FilmAuthorshipwithaspecialfocusonRay(L3)
IntroductiontoFeministFilmTheory(L2)
Screening5hours
UnitIVHindiCinema20Lectures
EarlyCinemaandtheStudioEra(L2)
1950sCinemaandtheNation(GuruDutt,RajKapoor,Mehboob)(L3)
1970sTheRiseoftheAngryMan(2)
TheIndianNewWave(L2)
GlobalisationandIndianCinema(L3)

42 | P a g e
Screeningfor5hours
RecommendedScreenings:
UnitI
o RearWindowbyAlfredHitchcock(LanguageofCinema)
o BattleshipPotempkinbySergeiEisenstein(LanguageofCinema)
o ManwithaMovieCamerabyDzigaVertov
UnitII
o GermanyYearZerodirectedbyRobertoRosselini(ItalianNeoRealism)
o MetropolisbyFritzLang/DoubleIndemnitybyBillyWilder(GermanExpressionismand
FilmNoir)
UnitIII
o ImitationofLifebyDouglasSirk(Melodrama)
o PatherPanchalibySatyajitRay
o ThehouroftheFurnacesbyFernandoSolanas
UnitIV
o NishantbyShyamBenegal/AakroshbyGovindNihalani(IndianNewwave)
o PyaasabyGuruDutt
Suggested Readings:
Andre Bazin, The Ontology of the Photographic Image from his book What is Cinema Vol. I
Berekeley, Los Angeles and London: University of California Press: 1967, 9-16
Sergei Eisenstein, A Dialectic Approach to Film Form from his book Film Form: Essays in Film
Theory (Edited and Translated by J ay Leyda) San Diego, New York, London: A Harvest/Harcourt
Brace J ovanovich, Publishers: 1977, 45-63
Tom Gunning, "Non-continuity, Continuity, Discontinuity: A theory of Genres in Early Films,"in
Thomas Elsaesser, ed. Early Cinema: Space, Frame, Narrative. London: British Film Institute, 1990,
86-94.
David Bordwell, "Classical Hollywood Cinema: Narrational Principles and Procedures" in Philip
Rosen, ed. Narrative, Apparatus, Ideology. New York: Columbia University Press, 1986, 17-34.
Paul Schraeder Notes on Film Noir in J ohn Belton ed. Movies and Mass Culture New Brunswick,
New Kersey: Rutgers University Press: 1996 pg.153-170
Robert Stam, "The Cult of the Auteur," "The Americanization of Auteur Theory," "Interrogating
Authorship and Genre," in Film Theory: An Introduction. Massachusetts &Oxford : Blackwell
Publishers: 2000, 83-91 & 123-129.
Richard Dyer Heavenly Bodies: Film Stars and Society in Film and Theory: An Anthology
Massachusetts, U.S.A & Oxford, U.K: Blackwell Publishers: 2000, 603-617

43 | P a g e
Neepa Majumdar PatherPanchali (1955)" in J effrey Geiger and R.L Rutsky, ed. Film Analysis: A
Norton Reader. New York and London: WW Norton & Company, 2005, 510-527.

Laura Mulvey Visual Pleasure and Narrative Cinema in Philip Rosen ed. Narrative, Apparatus, and
Ideology: A Film Theory Reader New York: Columbia University Press: 1986, 198-209

Fernando Solanas and Octavio Gettino, "Towards a Third Cinema," in Robert Stam and Toby Miller,
eds. Film and Theory: An Anthology. Massachusetts &Oxford : Blackwell Publishers: 2000, 265-286.

Lucy Fischer, Three Way Mirror: Imitation of Life in Lucy Fischer ed. Imitation of Life: Douglas
Sirk, Director, Rutgers University Press, 19913-28

Ashish Rajadhyaksha, "Indian Cinema: Origins to Independence," in Geoffrey Nowell Smith, ed. The
Oxford History of World Cinema. New York & Oxford: Oxford University Press, 398-409
Alison Griffiths, "Discourses of Nationalism in Guru Dutt's Pyaasa," Deep Focus, 6, 1996, 24-31.

Madhava Prasad, "The Moment of Disaggregation," and "The Developmental Aesthetic" in his
Ideology of the Hindi Film: A Historical Construction. Delhi: Oxford University Press: 1998, 117-
131.

Vijay Mishra, Peter J effery and Brian Shoesmith The Actor as Parallel Text in Bombay Cinema in
Quarterly Review of Film & Video Vol. 2, No.3, 49 67

Ranjani Mazumdar, The Panoramic Interior, in Bombay Cinema: An Archive of the City, 2007p
110-138.

Additional Readings:
Bill Nichols, Battleship Potemkin (1926), Sergei Eisenstein: Film Form and Revolution in J effrey
Geiger & R. L Rutsky ed. Film Analysis: A Norton Reader New York, London: WW Norton &
Company: 2005, 158-177.
Andre Bazin, The Evolution of the Language of Cinema from his book What is Cinema Vol.I
Berkeley, Los Angeles and London: University of California Press: 1967, 23-40
Tom Gunning, "The Cinema of Attractions : Early Film Its Spectator and the Avant-Garde" in
Thomas Elsaesser, ed. Early Cinema: Space, Frame, Narrative. London: British Film Institute, 1990.
(First published in Wide Angle vol 8 no. 3/4, Fall 1986), 56-62
Moinak Biswas Early Films: The Novel and Other Horizons in Moinak Biswas ed. Apu and After:
revisiting rays cinema London, New York, Calcutta: Seagull Books, 2006, 37-79
Ira Bhaskar, The Limits of Desire in Seminar 598: Circuits of Cinema, June 2009, 4752.

Ranjani Mazumdar, Rage on Screen from her Bombay Cinema: An Archive of the City. Minneapolis
and London: University of Minnesota Press, 2007, 1-40

Ravi Vasudevan, "Dislocations : The Cinematic Imagining of a New Society in 1950s India" in Ania
Loomba and SuvirKaul, eds. The Oxford Literary Review - On India : Writing History Culture Post-
Coloniality. Vol 16, Nos 1-2, 1994, 93-124
Gopal, Sangita, Conjugal Assembly: Multiplex, Multiplot and the Reconfigured Social Film in
Conjugations: Marriage and Form in New Bollywood Cinema, 2011 pp 124-154

44 | P a g e
Presentations:
1.Therelationshipbetweennonfictionfilmandthebeginningsofcinemathroughtheuseofclips.
2.Thecomingofsoundinearlycinema(inthecontextoftheUSandIndia)
3.DiscussionandPresentationontheaestheticimpulsesbehindtheSovietmontage.
4.PresentationonthepoliticsandaestheticsoftheIndianNewWaveinitsfilmswithregardtothe
useofmusic/backgroundscore/soundeditingandtheuseofthelongtake.


45 | P a g e
PAPER XVII RESEARCH PROJECT
The dissertation is a culmination project that prepares the student to apply the theoretical frameworks
and methodological training of the previous semesters to a research question related to media. The
methodological training in both qualitative and quantitative methods has prepared them to undertake
research of interdisciplinary nature. The enquiry can employ sociological and anthropological
methods, textual and content analysis, discourse analysis, statistical methods etc. The projects can
also draw from the insights of fields such as political theory, sociology, gender studies, literary theory
and philosophy.
Suggested Project: A Comparative Analysis of print and online media reporting after the Dec 16th
event in Delhi and its importance in public sphere.
Methodology: Content analysis, semiotics, discourse analysis
Keywords: Public sphere, Gender, counter publics


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SEMESTER VI I I
PAPER XVIII ADVANCED NEW MEDIA
CourseDescription:BothManovichandCastellshavearguedthatwhereasmassmedia
"correspondedtothelogicofindustrialmasssociety,whichvaluesconformityover
individuality,"(Manovich2001:41)newmediafollowsthelogicofthepostindustrialor
globalizedsocietywhereby"everycitizencanconstructherowncustomlifestyleandselect
herideologyfromalargenumberofchoices.Ratherthanpushingthesameobjectstoamass
audience,marketingnowtriestotargeteachindividualseparately."(Manovich
2001:42).DigitalandnetworkedtechnologiesprovidedbycomputerandtheInternethave
significantlypushedbordersofmediapracticeinthepastdecadebychallengingtraditional
ideasaboutproduction,consumption,ownership,control,audiences,citizens,communities
andknowledge.NewMediaisalsonowbeingusedextensivelybysocialmovementsto
educate,organize,shareculturalproductsofmovements,communicate,coalitionbuild,and
more.Ononehandwhereithasemergedasatoolforsocialchangetherearealsogrowing
concernsaboutissuesoffreedomofspeech&expression&nationalsecurity.Cyber
terrorism&InternetgovernancehavebothassumedgreatersignificanceastheInternet&
mediatedproductsarenowcriticallyimpactingnationalpoliticaleconomiesofmedia
consumption.Creation&reception.Mostimportantly,NewMediahasallowedthe
traditionalmodesofsingle,linearstorytellingtobedisplacedbymorecomplex,inter
weavingnarrativesunfoldingacrossmultiplescreensandmediaplatforms.Thecourse
introducesstudentstotheartoftransmediastorytellingusingbothtraditionalandemerging
narrativegenresandtoolsmadeavailablebytheNewMedia.Andwouldbespreadacross
fourunitsofNewMediaframeworks,genres&environments,practices&forms,governance
&socialshaping&newmediaproduction&exhibition.
CourseObjectives.
Thecourseattemptsto
- Introducethestudenttothenewmediaecospehere,conflicts&discourseswithin.
- Teachstudentsadvancedtools,uses&practisesofNewMedia
- EnablestudentstoacquireskillsforDocumentary,FictionandTransmediastorytelling
pushingtheboundariesofbothform&contentusingofstill&movingimages.
UnitI:IntroductiontoNewMediaFrameworks:Genres&12Lectures
Environments
HistoricizingNewMediaAnoverview
NewMediaEcologyandInstallations&Screens
ElementsofTransmediaNarrativesacrossmultiplemedia

47 | P a g e
Platforms
Gaming&Storytelling
o digitalgames,playercultures,onlinegames&theirimpact
NewMediaArt
UnitII:NewMedia:Impact,Technologies,PracticeandForms: 12Lectures
ThenewmediapractitionersWhoaretheywhere
dotheycomefrom
Newmediapractice&convergence
o Radio:Satellite,Online(Web),Podcasting
o MobileContent
o Advertising
o IntegratingSocialMedia&USGContent
DisseminatingDigitalContentTheWebProject
o Onlinebroadcastingtechnologieswebcasting,
SocialTV,Videoconferencing,Skype
DigitalCinema:NewMediaFiction&NewMediaDocumentary
o ResearchandDevelopmentforNewMediaDocumentaryideas
o InteractiveStorytelling:StrategiesandDebates

UnitIII:NewMediaGovernance&SocialShaping 14Lectures
UnderstandingInternetGovernance&RegulatoryFrameworks:
o Processes&Models
o Issues&Stakeholders
o Institutions&ForumsICANN,ITU,ISOC,UN,WSIS,IGF,APRICOT 1L
o Conflicts&discourses:FreedomofSpeech&Expression
&Cybersecurity,OnlineDatabases,Surveillance&Cyberterror
Cyberactivismdefinitionandconcept
o ScopeofNewMediainSocioEconomicDevelopment
o BarrierstoNewMedia:Economy,Gender,Geography,Caste
o Cyberspaceandvariousapplications(Education,Finance,
Banking,Marketing,NationalSecurity)
o TheInternet&thePublicSphere
UNITIV:NewMediaProject&Production 8Lectures
ResearchandDevelopmentTechniques
PresentationofIdeasforFinalProjects
ScriptingandProduction
PostProductionandExhibition/Screening
PracticalApplication,Productions&Evaluation:

48 | P a g e
1. Workingingroupsoftwo/threethestudentswillberequiredtoundertaketheproduction.
Thegenrecanbedecidedbythefacultyincharge.
2. Theymustalsoundertakeawebbasedartprojectorinstallationwheretheywillexperiment
with cross platform storytelling techniques leading to a development & understanding of
newstrategiesofexhibitionanddistribution.
3. AnobservationalfieldprojectonuseofNewmediainPanchyats/ruralareasliketheBharat
BroadbandProjectleadingtoamonograph/shortisalsorecommended
4. They should also attempt creating a mobile capsule for social activism and marketing it
thoughsocialnetworks&activelyparticipateinaCyberMediacampaign
SuggestedReadings:
HandBookofNewMediabyLievrouwandLivingston,Sage(StudentEdition)
Kahn,RandDKellner,NewMediaandInternetActivism:FromTheBattleofSeattletoBlogging
NewMedia&Society,Vol.6,No.1,8795(2004)
New Media: A Critical Introduction; Martin Lister, Jon Dovey, Seth Giddings, Iain Grant and Kieran
Kelly;Routledge,2009.
Gill,S.S(2004)IndiasInformationRevolution:ACritique;Rupa,Delhi,2004.
TheFaceofTheFuture:BiometricSurveillanceandProgressbyRanaDasGuptainTheCitiesof
EverydayLife,SaraiReader02(page290296)
VanDijk,J.A.G.M.TheNetworkSociety:SocialAspectsofNewMedia,SagePublications,2005.
JalChitra,WaterMap:SoftwareforRuralWaterManagementbyVikramVyasfromShaping
TechnologiesSaraiReader03(page292296)
TheInformationAge:AnAnthologyonItsImpactandConsequences;DavidS.Alberts,DanielS.
Papp;UniversityPressofthePacific;2004.
NewMedia:TheKeyConcepts;NicholasGaneandDavidBeer;BergPublishers,2008
Castells,Manual(2004)TheNetworkSociety:acrossculturalperspective,EdwardElgar,MA
(Chapter1.Informationalism,networks,andthenetworksociety:atheoreticalblueprintpp.345)
ForFurtherReadings&AsTeachingTools:SomeCaseStudies
Unit1:
Casestudy:OnlineCarolinecreatingonlinenarrative:TimWright

49 | P a g e
Casestudy:Shiftingconcernsinartistsprojects:NinaPope
Casestudy:Curatingnewmediaprojects:BenjaminWeil
Casestudy:Contextualisingcreativepractice:JaneProphet
Unit2:
Casestudy:Thecreativelaboratory:AnneNigten
Casestudy:project:RafaelLozanoHemmerVectorialElevationpublicarts
Casestudy:Interactiveinstallations:DavidRokeby
Casestudy:InConversationpublicparticipationSusanCollins
CaseStudy:DesigningSoundbyJustinBennett
Units3&4:
Youngbood,Gene.(1970).ExpandedCinema.P.DuttonandCo.Inc.NewYork.
Shirkey,C.(2009).HereComesEverybody:ThePowerofOrganizingWithoutOrganizations.
Penguin.
DeCerteau,Michel.(2011)ThePracticeofEverydayLife.UniversityofCaliforniaPress.


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PAPERXIXMEDIATRENDS:CHALLENGESANDISSUES
Rationale:Theaimofthispaperistoreviewsomeofthehistoricalandtheoreticaldebatesinmedia
studies in detail and analyse the landscape of the fast changing field Thus part of this module will
revisitsetofkeyissuesinconnectionwithlongstandingdebatesonmediainIndia.
Background: Building on earlier courses in Media and Society, Development Communication, New
MediaTechnologiesandConvergence,itwillalsolookatemergingareas.
Expectation: The course is expected to produce a sophisticated understanding of some of the

continuingdebatesinmediastudiesarounddebatableissues.
UnitIReligionandMedia12LECTURES
MediatisationofReligion
TransformationofReligiousAuthority
ContemporarymediaandReligiousgenres
(RealityTV,SpiritualTVmythological,eportalsofreligiousinstitutions)
Religion,SpiritualityandConsumerCulture
Presentations: a) Classroom Presentations on the websites of religious events like Kumbhmela,
Tirupati Darshan etc. b) Analysis of religious media like mythological, devotionals etc c) class
viewingandanalysisofpromotionaladsonreligiousnature
UnitIIGenderedSpacesandMedia 16LECTURES
Analysinggenderinmediatexts(advertising,newsgenre,TV)
MediaandModernMasculinities
QueerIdentities
News,genderandJournalism
Publicspaces,genderandmedia
Presentations:a)Fieldvisitstodifferentpartsofthecityandgroupdiscussionwithsocialgroupson
city spaces and gender, bring it back to class b) Analysis of Mens magazines and construction of
masculinitiese)analysisofqueerblogsandwebsites
UnitIIIIssuesofMediaOwnership16LECTURES
ConcentrationofMediaOwnership:DebatesandIssues
Mergersandacquisitions
Politiciansandmediacontrol
Ownership and its impact on editorial independence/ news content and pluralism
Advertisingrevenuevseditorialpolicies

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Presentations: a). Class presentations on the profile of various advertisement agencies b) Put
togetheradossierofeditorsonrecordonadvertisementandeditorialpolicies.
UnitIVNationalSecurity,DemocracyandtheMedia9Lectures
NationalSecurityandRoleofMedia
TerrorismandChallengesbeforeMedia
Parliament,DemocracyandRoleofMedia
PoliticalreformsandMediaCoverage
Presentations: a) Kargil War, Mumbai attack of 26/11, Delhi Bomb blast, parliament attack, etc.
for the issues related to national security/terrorism b) Cash for vote case, the case of Introduction
and passage of Lokpal Bill, etc. for the issues related to the topic on Parliament and democracy.)
Case study of Anna Hazare Movement, agitation of youth on crime against women, commissioning
of Justice Verma Committee and other contemporary cases where civil societies and people's
participationindemocraticprocesshasbeenwitnessed,forthetopiconpoliticalreformsandmedia
coverage
EssentialReadings
-
1. Lynch, Gordon, Jolyon P. Mitchell, and Anna Strhan. Religion, Media and Culture: A Reader.
Routledge,2012.17,5971,7175,159171.
2. Gi l l , Ross. Gender And The Medi a. Pol i ty. 2007. 4273, 113150, 180218
3. Thomas,PradipNinan.PoliticaleconomyofcommunicationsinIndia:Thegood,thebadand
theugly.SagePublications,2010.(Pg60100)
4. Herrick,DennisF.Mediamanagementintheageofgiants:Businessdynamicsofjournalism.
UNMPress,2012.(Pg303329)
5. Freedman, Des, and Daya Kishan Thussu, eds. Media and Terrorism: Global Perspectives.
SAGEPublicationsLimited,2011.
SuggestedReadings
1. Athique,Adrian.Indianmedia.Polity,2012.
2. Gauntlett,D..Media,GenderAndIdentity:AnIntroduction.Routledge.2008.145190
3. Bui kema, R. , & Van Der Tui n, I . (Eds. ). (2009). Doi ng Gender I n Medi a, Art
And Cul ture. Routl edge. 7085
4. Geetha,V(2002).Gender.StreePublications:Calcutta.
5. Joseph, A., & Sharma, K. (2006).Whose News?: The Media And Women's Issues. Sage
PublicationsPvt.Limited.
6. Joseph, A., & Sharma, K. (Eds.). (2003).Terror, CounterTerror: Women Speak Out. London:
ZedBooks.
7. Shohi ni Ghosh, Looki ng I n Horror And Fear: Sexual i ty Gender And Vi ol ence
I n I ndi a I n Gi tanj al i Mi shra and Radhi ka Chandi ramany, Sexual i ty, Gender
and Ri ghts, expl ori ng theory and practi ce i n South and Southeast Asi a. sage

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8. Bi rgi tte Meyer & Annel i a Moors, 2006, Rel i gi on, Medi a and Publ i c Sphere,
i ndi ana uni versi ty press 129, 251290.
9. Medi a Studi es The Essenti al I ntroducti on For Aqa, Phi l i p Rayner And Peter
Wal l (Pg 151 163)
10. Effects Of Mass Medi a Ownershi p On Servi ng Publ i c I nterest, Ekateri na
Shmykova, Uni versi ty Of Georgi a
11. Edi tori al , New Stori es On Ownershi p I ssues I n Hi ndu, Hoot, News
Laundary And Other Websi tes.
12. P.N. Kehra,Defence Reporting Calls For Crucial Choice Between Dream And Doom, Pp 21
28
13. P.R.Rao,ParliamentDemocracyAndRoleOfMedia,Pp.2936
14. RamjiTripathi,AProActiveMediaEnrichesParliamentaryDemocracy,Pp.3742
a. (TheAboveMentionedArticlesAreCompiledAndEditedInMassMediaInIndia,2004
ByResearch, Reference And Training Division, Ministry Of Information And
Broadcasting)
15. Prabhakaran Paleri, National Security: Imperatives And Challenges, Tata Mcgraw Hill, New
Delhi,2008.Pp1641.(TheBookIsAlsoAvailableOnline)
16. Daya Kishan Thussu, South Asia And The Frontline Of The 'War On Terror', In Media And
Terrorism: Global Perspectives, Edited By Des Freedman And Daya Kishan Thussu, Sage
Publications,2012.Pp167183
17. AdrianAthique,IndianMedia,PolityPress,Usa,2012.
18. 2. Ashutosh, Anna: 13 Days That Awakened India, Harpercollins Publishers India, A Joint
VentureWithTheIndiaTodayGroup,2012.
19. P.N. Kehra, Defence Reporting Calls For Crucial Choice Between Dream And Doom, Pg 21
282. P.R. Rao, Parliament Democracy And Role Of Media, Pp.29363. Ramji Tripathi, A Pro
ActiveMediaEnrichesParliamentaryDemocracy,Pp.3742(TheAboveMentionedArticles
Are Compiled And Edited In Mass Media In India, 2004 By Research, Reference And
TrainingDivision,MinistryOfInformationAndBroadcasting.
STUDENTPRESENTATIONS
- AccesstheeportalofanyimportantreligiouscentrefromHinduandMuslimreligionsanddo
acomparativeanalysis.
- AnalysetheAmuladvertisementseriestounderstandhowtheyreflectthegenderedvision
oftheirtimes.
- ComparativeCaseStudiesrelatedtonewscontentofdifferentnewsmediaorganizations.
- MakealistofdifferentTVChannelsandnewspapersownedbyIndianPoliticians.
- Createelaboratelistofthemediacoverageofaparticularissueinvariousmediaorganization
andanalysetheirvisualcodes,narrativestrategies,contentetctodelineatethepatternsof
bias.

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Thepresentationswouldcoverthecasestudies(withemphasisontheroleplayedbymedia)
basedon:
KargilWar,Mumbaiattackof26/11,DelhiBombblast,parliamentattack,etc.fortheissues
relatedtonationalsecurity/terrorism
Cashforvotecase,thecaseofIntroductionandpassageofLokpalBill,etc.fortheissues
relatedtothetopiconParliamentanddemocracy.
CasestudyofAnnaHazareMovement,agitationofyouthoncrimeagainstwomen,
commissioningofJusticeVermaCommitteeandothercontemporarycaseswherecivil
societiesandpeople'sparticipationindemocraticprocesshasbeenwitnessed,forthetopic
onpoliticalreformsandmediacoverage


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PAPER XX RESEARCH PROJECT


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Journalism and Mass Communication

Semester III
APPLIED COURSE (PAPER II) PRINT PRODUCTION

Rationale:Inthisskillbasedpaperthestudentswilllearntodesignandproducea
newspaperbroadsheet.Thestudentswilllearntousethedesignsoftwarebeingusedfor
printmedia.Thecoursewillenablethestudentstocomposetextanddesigntemplatesfor
printproduction.Thispaperwillalsoteachthestudentsskillsinphotojournalismandbasic
conceptslikecomposition,depthoffield,apertureandshutterspeed.Studentswillbeable
todeploythisskillintoprintproduction,bringingasynergybetweenimagesandtexts.
Background:Itisapracticalpaperwhichismorefocusedontheproductionaspectsofthe
journalism.Asthereareenoughtheorypapersinthecourse,itisveryimportantto
introduceapaperwhichismoreskillsbasedandpractical.Studentswilllearnthe
foundationsofnewspapermakingandspecializedreportingandtrendsinjournalism.Paper
willsupplementtheReportingandEditingforPrintpaperofthecourse.
ObjectivesandExpectedOutcome:Bystudyingthepaperstudentswilldemonstrate
professionalproficiencyofthefollowing:
o BasicReportingTechniquesemphasizingonspecialissues/areasstoriesforprint
o FundamentalsofnewspaperproductionLayout,designing,placingpictures,editing
photosetc.
o Use of technology in newspaper productiontypes of printing (Traditional and
Modern).
Suggestiveprojects
a. Eachgroup(of56students)hastogoforreporting/newsgatheringanddesignthe
newspaperlayoutandpublishapracticalnewsletter.
b. Makingstudentstoeditthenewsagencycopies.
UnitISpecialisedReportingLectures10
Business
Parliamentary
Agriculture/Rural
InternationalAffairs
Entertainment

Unit2TrendsinPrintjournalismLectures10lectures
CitizenJournalism,Investigativejournalism/StingoperationsandCelebrity/Page3journalism.
TechnologyandMagazineboom(Pagemakingtechniques:layout,useofgraphicsand
photographs)

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Paidnews,Editorialpolicyandethicaldebatesinprintjournalism.(Adver(Edi)torialtrend)

Unit3:ProductionofNewspaperLectures8lectureslectures
PrinciplesofLayoutandDesign:Layoutandformat,Typography,
Copypreparation
Designprocess(size,anatomy,grid,design)
Handlingtextmatter(headlines,pictures,advertisements)
Pagemakeup(PrintandElectroniccopy)(Frontpage,EditorialpageandSupplements)

Unit4Technologyandprintlectures10
PrintingProcesses:Traditionalvsmodern
DTP(Desktoppublishing)/softwareforprint(QuarkExpress,AdobePhotoshopetc.)

PictureEditingandCaptionWriting,
SuggestiveresourcesandDocumentaries
Editingroomwithadvancedpagemakeupandphotoeditingsoftwares.
(QuarkXpress,Indesign,Photoshopetc.)
Suggested Readings
- Editing:AHandbookforJournalistsbyT.J.S.George,IIMC,NewDelhi,1989
- ProfessionalJournalism,byM.V.Kamath,VikasPublications
- GropingforethicsinJournalism,byEugeneH.Goodwin,IowaStatePress
- Journalism:CriticalIssues,byStuartAllan,OpenUniversityPress
- ModernNewspaperspractice,byHodgsonF.W.HeinemannLondon,1984.
- PrinciplesofArtandProduction,byN.N.Sarkar,OxfordUniversityPress


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Semester IV
APPLIED COURSE (PAPER III) STILL PHOTOGRAPHY
Rationale
Thecourseaimsatintroducingyoungstudentsirrespectiveoftheirparentdisciplinesto
photographyandhowtheycanunderstandtheircamerasbetterandgetmorefromthem.Italso
actsasafoundationcourseforstudentstounderstandconceptsofcompositionandframingand
howtheimageengageswithtextandsound.Thecourseisdesignedasahandsonprogramto
enablethestudenttotakebetterpicturesandalsotobeabletousethestillimageasaimportant
toolofcommunicationtounderlineandmakeacomment,espouseacauseorpitchanidea.Itis
trulyaneraofimagesandasSontagwouldsayaphotographismanythingsandisalsoconsumedas
such.Thecoursehoweverisdesignedtointroducethestudenttothecontemporarytrendsand
practices
Pedagogy
Thisbeinganapplicationcourseitisrecommendedthatteachersengagewithstudentsthrough
lecturedemonstrationsalongwithpracticalshandsontrainingsandworkshops.
Unit1:IntroductiontoPhotography: 6L+4P
Howdidwegethereandknowingyourequipmentandtools
PhotographyConcept&itshistory
Role,importance&keymovements
Photographicequipmenttheirdesign&tools
Camera:point&shoot,SLRs,DSLRs,SLDs,SLT,
Cameras,MirrorlessDigital
CameraSettings,Menus,Exposure
Shootingmodesandtheirsignificance
PhotographicOptics:Lensestheiruse,types&specifications
Tipsformakinggoodphotos
o AssignmentfortheUnits:
o 1.Submittingimagesonthemesoflight,shade,texture.Oneimageperruleof
compositionandonebreakingtheruleaesthetically
o 2.Learningtoselectanduploadimagesforreview
o 3.Classdiscussiononanyoneiconicimagebyaprofessionalphotographer
Unit2 :CameraControlsAndtheirUseinPhotography 5L+2P

Controllingthelight:Apertureitsrole&significancein
imagemaking
Shutter:KindsofShutters&theirsignificance&application
ISOsettingsandtheirsignificance

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Whitebalancecreativeuseofusingcolourtemperaturesettings
Depthoffield:Factorsaffectingdepthoffield,anddepthof
fieldanimagemakingtool

Unit3 UnderstandingLight&itsroleandapplicationin
ImageMaking 5L+4P

Light:Visiblespectrum,Colourtemperature,units&significanceinphotography

Qualityoflight:hardlightsoftlight
Lightingequipment:Oncameraflash,itsuseandlimitation,studioflash,andaccessories

Lightingratio
Renaissancelighting,threepointlighting
Lightingforportraits&textures
Typesoflights:indoor,outdoor&mixed;Useand
Aestheticsignificance
Genresofphotography
Unit4:DigitalDarkroom:Postproduction 4L+6P
Pixel&Megapixels
Sensorsizesandtheireffectonthequalityofphotos
Controlsforchangingcontrast,sharpness,resizing,
croppingapicture
Differentfileformatsforphotographs&theiruse
inphotography
ProcessingcapturingandcompressingimagesasLossless
lossy,RAWfordifferentoutputdevices
Basicsofpostproductionphotoshop/picasa/faststone 1P
Processingandcompressingdigitalfilesfordifferent
outputdevices&unitsPPI&DPI
Workingwithimage&textincludingcaptionwriting
&Photoessays/features
IntroductiontoAV:Workingwithimage,
text&sound
SuggestedListofReadings:
Langford'sBasicPhotography:TheGuideforSeriousPhotographers,MichaelLangford,AnnaFox,
RichardSawdonSmith.July23,2010,Revised9
th
Edition

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Photography,Barbara,JohnUpton;London;August1997

TheAdvancedDigitalPhotographersHandbookYvonneVButlerFocalPress
SusanSontag.OnPhotography.London:Penguin,2008
RolandBarthes.CameraLucida.Trans.RichardHoward.NewYork:HillandWang,1982
JohnBerger.WaysOfSeeing.London:Penguin,2008
Photography:AVeryShortIntroductionSteveEdwardsOxford


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Semester V
APPLIED COURSE :RADIO AND TELEVISION PRODUCTION
Background:InthecontemporarybroadcastmediaIndustryajournalistisnotonlythe
contentprovider,heisboundtoworkasContentManager.Ifhewillnotbeableto
understandfunctionalaspectsofIdea,Screen&technology,itwillbetoughforhimto
executeingivenperipheries.
ObjectivesandExpectedOutcome:
Oncompletionofthecoursestudentsshouldbeableto:
o Understandworkingofabroadcastmediaorganization
o Capabletoproduceprogrammeforbroadcastmedia
o UtilizeequipmentandconversionofIdeatoscreen.
Unit1BroadcastFormatsLectures2+P
Feature
Interview
TalkShow
Discussion
Documentary
Unit2:BroadcastProductionTechniques Lectures6+P
WorkingofaProductionControlRoom&Studio(Radio&Television)
LightingforTelevision/VideoTechniquesandTypes
PersonnelinProductionprocessRoleandResponsibilities
Productionequipment
Unit3StagesofBroadcastProductionRadio lectures10+P
PreProduction(Idea,research,RADIOscript,storyboarding,proposalwriting,budget,floor
plans,pilot)
ProductionCreativeuseofSound;Listening,Recording,usingarchivedsounds,(execution,
requisite,challenges)
Editing,CreativeuseofSoundEditing.
Unit4StagesofBroadcastProductionVideoLectures10+P
PreProduction(Idea,research,TV/RADIOscript,storyboarding,proposalwriting,
budget,floorplans,pilot)
ProductionSingleCameraProduction,MultiCameraProduction
(execution,requisite,challenges)

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PostProductionOnlineediting,OfflineEditing
Suggestive projects
PresentationonanydivisionofRadio/TV
Presentationonanydept.OfTVChannel
Presentationon1deptofentertainmentchannel.
Lightingdemonstrationinthelab./floorplan
Presentationaboutrole&responsibilityofproductionpersonnel)
Scriptresearch/write/preparationofstoryboard.
RadioProduction
VideoProduction

Readinglist
o ZettlHerbert,TelevisionProductionHandbook(Pg425,42258)
o White,TED&BarnasFrank,BroadcastNews,WritingReporting&Producing,Focal
Press(Pg225240&245257)


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Semester VI

APPLIED COURSE DOCUMENTARY PRODUCTION

Background:ThisAppliedpaperwillbeofferedintheVIthsemestertostudentswhohave
alreadyreceivedtraininginBroadcastMediaProduction.Thispaperismeanttoorientthem
specificallyintheproductionofRadioandVideodocumentary.
RationaleandExpectation:Thecoursewillprovideaspecializedpracticalknowledgeabout
nonfictiondocumentaryprogramminginbothRadioandVideo.Itwilldelveintothe
evolutionofthedocumentaryformataroundtheworld,thevariousschoolsandstylesthat
haveemergedandthecontemporarydebatesrelevantfordocumentaryfilmmaking.The
studentswillsimultaneouslylearnhowto:a)writeaproposalfordocumentaryproduction,
b)shoot/recordandeditadocumentaryondigitalformatsc)discussandcritiquethework
producedbythem.Thecoursewillalsodelveintothevariousconnectionsbetweenfiction
andnonfictiongenresandhowtheyborrowfromeachother.Thefinalproductofthe
courseisacollaborative12minutedocumentaryinwhicheverystudentwouldtakepart.
Apartfromthattheywillbeexpectedtogooutintothefieldtodoresearch,learnscripting,
directingandeditingatelevisionandradiodocumentary.
Unit1:DocumentaryTheory(ThreeWeeks)Lectures6+P
UnderstandingtheDocumentary
NonFictionProgrammingonRadioandTelevision
Realismdebateanddocumentary
Thecontrolledanduncontrolleddocu
ObservationalandVeritedocumentary
Theperformative/fictiveinDocumentary:Usingreenactment/reconstruction
EthicsandRepresentation
Unit2:PreProductionLectures8+P
ResearchingtheDocumentary
ModesofResearch:Library,Archives,location,lifestories,ethnography
Writingaconcept:tellingastory
ScriptWriting,Treatment
Writingaproposalandbudgeting
Unit3:RadioDocumentaryProductionLabLectures6+P
Understandingsound
CreativeuseofSoundforDocumentary
WritingandScriptingforRadioDocumentary
Fieldrecordings
StudioRecording
Editing,AudioSweetening

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Unit4:VideoDocumentaryProductionLabLectures8+P
TheDocumentaryCamera:
Shootingstyles
Scripting
Productiondetailsandlogistics
Editingstyles
Suggested Readings:
- ErikBarnowandKrishnaswamyDocumentary
- MichaelRenovTheTruthaboutNonFictionandTowardsaPoeticsofDocumentaryin
MichaelRenoved.TheorizingDocumentaryAFIFilmReaders,NewYorkandLondon:
Routledge:1993,136
- TrishaDasHowtoWriteaDocumentary
- TheOpenFrameReader:UnreelingthedocumentaryFilmEd.RajivMehrotrabyPSBT
Suggested Screenings
- RogerandMebyMichaelMoore
- NanookoftheNorthbyRobertJFlaherty
- NightmailbyBasilWright
- BombayOurCitybyAnandPatwardhan
- CityofPhotosbyNishthaJain
- WhenFourFriendsMeetbyRahulRoy
- TalesoftheNightFairiesbySohiniGhosh
- NachbySabaDewan
- FilmsbyBlackAudioCollective
- DocumentaryFilmsproducedanddistributedbyPSBT


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J ournalism and Mass Communication
DISCIPLINE COURSES II
SEMESTERIII
DCII Paper #1: Introduction to Media Studies
Background:ThisisthefirstcoursebeingofferedintheDisciplineIIpackage.Alsothefocus
ofthepaperistogiveconceptualtoolstothestudentsthattheycanapplytotheirown
mediapractice.
RationaleandExpectation:Thispaperwillenablethestudentstoengagewiththemedia
withacriticaleye.ItwillintroducethestudentstoconceptsliketheculturalIndustries,mass
culture,publicsphereandmediumtheory.Thestudentswillbeequippedtointerrogate
mediacontentthroughthedeconstructionoftextualcodesandsignifyingpractices.Theywill
getfamiliarizedwithkeydebatesonrepresentationofwomen,casteandreligioninmedia
andculturaltexts.Theywillbeencouragedtoapplythesedebatesthroughanalysis.Wewill
bringintodiscussionkeyideasonreceptionofmedia,andtheemergenceofnewaudience
practiceswiththearrivalofnewmedia.
UnitIUnderstandingMedia12Lectures
CommunicationandMassCommunication
FourModels:Transmissionmodels,PublicityModel,RitualModelandReceptionModel
MediumistheMessage
MediaandthePublicSphere
UnitIIMediaasText 12lectures
NewsGenresObjectivity,Bias,NewsValues
RealityTVInterrogatingReality
AdvertisingandPopularCulture
UnitIIIRepresentation
ThepoliticsofStereotyping
ImagingtheotherCasteandReligionintheMedia12Lectures
GenderandRepresentation
UnitIVAudiences12Lectures
EffectsModels
ReceptionStudies
FandomandSubcultures
CitizenJournalismintheageofdigitalmedia

65 | P a g e

Suggested Readings:
1. StuartAllen,NewsCulture2004,McGrawHillInternational
2. RichardDyer,TheRoleofStereotypesinMediaStudiesReader,SueThornham,
Caroline,ThirdEditionEdinburghUniversityPress,2003
3. SevantiNinan,HeadlinesfromtheHeartLand:ReinventingtheHindiPublicSphere,2007
4. NickStevenson,UnderstandingMediaCulturesLondon,Sage,1995,4774
5. DenisMcQuail,MassCommunicationTheory,London,Sage,ThirdEdition,2000,pp122;
4965
6. KevinWilliams,UnderstandingMediaTheory,2003
Additional Readings:
1. JaniceRadway,ReadingtheRomance,MediaStudiesReader,SueThornham,Caroline
BassettandPaulMarrisEd.pp206212ThirdEditionEdinburghUniversityPress,2003
2. JohnBerger,WayofSeeing,1972,BBC,pp734;129154
3. ChritianeBrosius,IsthistheRealthing:PackagingCulturalNationalisminImage
Journeys:AudioVisualmediaandCulturalChangeinIndia,1999,SAGE,pp99138
4. RaymondWilliams,Advertising:TheMagicSystem,MediaStudies,AReader,PaulMarris
andSueThornham,1996,EdiburghUnivPress,461465
5. KristynGorton,MediaAudiences:TelevisionMeaningandEmotion,2009,1154
7. PeterGoldingandPhilipElliottNewsValuesandNewsProduction,MediaStudies
Reader,SueThornham,CarolineBassettandPaulMarris.(Ed.)2003,pp206212Third
EditionEdinburghUniversityPress

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SEMESTERIV
DCII Paper #2: WRITING AND REPORTING FOR PRINT

Background: For aspiring journalists and writers, the first step is to understand the basic
principles and techniques of news writing and reporting. This is an introductory level
journalism class paper designed primarily for the print media. Material covered applies to
print.Studentswilllearnfundamentalprinciplesandtechniquesofjournalisticreportingand
writing,includingstorycomponents,structure,origination,andforms.
ObjectivesandExpectedOutcome:Studentswilllearnbasicstoryformatandstyle.Theywill
masterfundamentalprinciplesandtechniquesofjournalisticreportingandwriting,including
story components, layout, structure, origination, and forms. Skills acquired would include
accurately detecting problems in style, attribution, grammar, spelling, news judgment,
fairness,storytelling,law/ethics,andwritingeffectivelyundertimeconstraints.

UNITI:UnderstandingNews Lectures15
WhatisNews?Typesofnews:Softnews/Hardnews,
Basicelementsofanewsstory,
Newsgatheringtechniques:Pressbriefing/Pressconference;
Pressrelease/note
Scoops/Exclusive
Interview:Typesandtechniquesofinterviewing;
Newswritingstyles:Investigative,interpretativeandindepthreporting.
UNITII:NewsreportingandWriting20lectures
Ingredientsofreporting,Structureofnewsreporting:
Invertedpyramidstyle:
Headlinewriting:technique,style,purposesandkindsofheadlines:
Intros/leadsandtheirtypes,Features,HumanInterests;
Editorials,Articlesandcolumns;
UNITIII:Specializedreporting15lectures
Beatscrime/accidents/riots,Sports,Art:
Economic/Business,Development:
Parliament,Legislature,Legal,Elections:
CivilandHumanrightsandPoliticalreporting:
UNITIV:Writingfordifferentformsofprintjournalism12lectures
Reviewwriting:Film,Play/Drama,Book
Writingforspecialsupplements:Weeklypullouts,Sundaymagazines.
Reportingforthemagazines:Page3,Yellowjournalism/Tabloidpress
TeachingStyle

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As paper is related to print journalism, the classroom lectures will be more focused on essential
aspects of newspaper writing and reporting. To address the undergraduate student community,
lectureswouldalsoincludetheclassroomdiscussionstoprovidethemanatmospheretolearnand
inculcate the questioning skills they need. Teachers will be using modern teaching aids such as
powerpointpresentationsandwillbeorganizingguestlecturersetc.
Toolsandtechniques
Apart from conducting special guest lectures on Reporting, writing and interviewing by the experts
classteachercantakethestudentstomediahousestogetfamiliarwiththeorganizationalsetup.As
the course will serve as the gateway into the journalism, a professional degree program that
prepares students for jobs in public relations, print journalism and television. The paper includes
extensive writing assignments that presume a working knowledge of writing fundamentals, such as
clarityofexpression,organization,logicalreasoning,andcorrectgrammaretc.
Suggestiveprojects:
Alongwithregularassignmentsbasedonthetopicsoftheunitstudentshavetoattendandreport
the Speeches, Press Conferences and meetings.With the gathered content they can publish a
practical newsletter. Group of 56 students will design, prepare the layout and publish the
newsletter.
SuggestedReadings
- Bruce D. Itule and Douglas A. Anderson, 1994,News Writing and reporting for todays media,
McGrawHillPublication
- TheJournalistsHandbook(2008),M.V.Kamath,VikasPublishingHouse,NewDelhi.
- B.NAhujaandS.SChhabra2005,AconcisecourseinReporting(2005)SurjeetPublicationsNew
Delhi.
- Gerald Lanson and Mitchell Stephens, 1986, Writing & Reporting the News Second Edition,
OxfordUniversityPress.
SuggestiveresourcesandDocumentaries:
Archiveofnewspapers,Editingroom(forpagedesigning)andpagemakeupsoftwares
(QuarkXpress,Indesign,Photoshopetc.)


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SEMESTERV
DCII Paper #3: Broadcast Media
Background:Thepaperhasbeenmadekeepinginmindthatstudentsofvariousdisciplineswillbe
optingforit.Ithasthustakenacollageapproachtobroadcastmediateachingandlearning.
Rationale:Thispaperistheonlyelectronicmediapaper.Thus,itsfirstobviousgoalistointroduce
themediumsofaudioandvideo:i.ethecharacteristicsofradio(sound)andTelevision(video).Apart
fromthatitwillteachthebasicsofcamera(framing,composition,visuallanguageetc.),
microphones,soundeffectsandsoundrecordingforRadio.Italsocoversrelevanttopicslikepublic
servicebroadcastinginIndia.
Expectation:Thestudentsshouldbewellversedwiththeaestheticofsoundandvisualproduction.
Shouldbeabletoshootandwrite,editbroadcastformats.
UnitI:UnderstandingtheBroadcastMedium 15lectures
RADIO
SoundDesign&Creativeuseofsoundinvariousmediums/forms.
TypesofSoundSync,NonSyncsound,Naturalsound,Ambientsound.
IntroductiontoMicrophones:(TypesandUsage).
BasicCharacteristicsofRadio
Television
BasicCharacteristicsofTelevisionasaMedium.
Whatisanimage?Electronicimage,Televisionimage,DigitalImage,EditedImage(Politicsof
anImage).
BasicsofaCamera(Lens&accessories)
ENG&EFP
VisualGrammar,CameraMovement,Focusing,VisualPerspective,TypeofShots.
UNIT2:BroadcastFormatsConcept&WritingTechniquesLectures12
News
Feature
Interview
TalkShow
Discussion
Documentary
UNIT3:EditingTechniquesforBroadcastMedialectures13
Whydoweedit?
CreativeUseofEditing
OnlineEditing(BasicequipmentandTechnique)
OfflineEditing:BasicsofEditingforTV(Softwaresandtechniques.
BasicsofEditingforRadio:Softwareandtechniques.

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UNIT4:BroadcastinginIndiaTotal:8Lectures13
PublicServiceBroadcastingConcept,policy.
WorkingofDoordarshan&AllIndiaRadio
CommunityRadio
PrivateBroadcasting(Issues,Concept,Policy).
OrganizationandWorkingofaPrivateBroadcaster.
SuggestedReadings:
ZettlHerbert,TelevisionProductionHandbook(pp2080,85135)
RobertcAllenandAnnetteHill(Ed2004),TheTelevisionReader,Routledge(pp.1040)
P.CChatterjee,BroadcastinginIndia,NewDelhi,Sage1987(pp.2578)
TheRadioHandbook,byCarrolFleming,Routledge(London&NewYork2002)(pp.47105)
.
SuggestedResources&Documentaries
- NewsBulletinsinEnglishandHindionNationalandPrivatechannels(asteachingmaterial)
- DocumentaryThefutureofTelevisionNews.
DocumentaryscreeningsFahrenheit9/11,Glass,Zoo,RamkeNaam.


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SEMESTERVI
DCII Paper #4: Advertising and Public Relations
Background Advertising is an important component of Information, communication and
entertainment age. Advertising and Public Relations have a great influence on our society.
Advertising and industry are supportive to each other, as a result of which advertising
profession has received much importance and recognition in the contemporary society.
Students do need agrounding in Advertising and PR and how they works for the overall
benefitofanorganization.
RationaleThecoursenotonlypreparesthestudentsfortheirgraduation,butpavestheway
forfurtheradvancedstudyofadvertising,PublicRelationsandIMC.Thiscoursewillgivethe
studentsatheoreticalgroundinginAdandPRandtheywilllearnvariouspracticalaspectsof
thesame.
Expectation The student is expected to learn concepts and practices of Advertising and
PublicRelations.He/ Sheshouldbe able to domedia planningandschedulingand planand
designacampaign.
Unit1IntroductiontoAdvertisingLectures14
Meaning,genesis,developmentofAdvertising
ImportanceandFunctions
a)Advertisingasatoolofcommunication,
b)RoleofAdvertisinginMarketingmix,PR
AdvertisingTheoriesandModelsAIDAmodel,DAGMARModel,MaslowsHierarchyModel,
communicationtheoriesappliedtoadvertising
TypesofadvertisingandNewtrends
Economic,cultural,PsychologicalandSocialaspectsofadvertising
Ethical&RegulatoryAspectsofAdvertisingApexBodiesinAdvertisingAAAI,ASCIandtheir
codes.
Unit2.AdvertisingthroughPrint,electronicandonlinemediaLectures12
TypesofMediaforadvertising
AdvertisingObjectives,Segmentation,PositioningandTargeting
Mediaselection,Planning,Scheduling
MarketingStrategyandResearchandBranding

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Organisation: Advertisingdepartmentvs.AgencyStructure,andFunctions.
AdvertisingBudget
CampaignPlanning,CreationandProduction
Unit3.PublicRelationsConceptsandpractices Lectures14
IntroductiontoPublicRelations
GrowthanddevelopmentofPR
Importance,RoleandFunctionsofPR
PrinciplesandToolsofPublicrelations
OrganisationofPublicrelations:Inhousedepartmentvsconsultancy.
PRingovt.andPrivateSectors
GovtsPrint,Electronic,Publicity,FilmandRelatedMediaOrganizations
Unit4.PRPublicsandcampaignsLectures12
PublicsofPR
ResearchforPR
Managingpromotionsandfunctions
PRCampaignplanning,execution,evaluation
RoleofPRinCrisismanagement
EthicalissuesinPRApexbodiesinPRIPRAcodeprofessionalism,PRSI,PSPFandtheir
codes.
ListofProjects
1.Designanadcopyforaproduct
2.Scriptwritingforelectronicmedia(Radiojingle,TVCommercial)
3 Planning&Designingadvertisingcampaigns
4. Criticalevaluationofadvertisements
5.Writingapressrelease.
6.PlanninganddesigningPRcampaign
7.Assignmentoncrisismanagement

72 | P a g e
Suggested Readings
1.DavidOgilvy,OgilvyonAdvertising,Pan/PrionBooks
2.FrankJefkins,AdvertisingMadeSimple,Rupa&Co.
3.Chunawalla,AdvertisingTheoryAndPractice,HimalayaPublishingHouse
4.JethwaneyJaishri,Advertising,PhoenixPublishingHouse
5.JefkinsFrankButterworth,PublicRelationTechniques,HeinmannLtd..
6.HeathRobertL,HandbookofPublicRelations,SagePublications,
7.DennisL.Wilcose&GlenT,PublicRelations,Pearson
8.CutlipS.MandCenterA.H.,EffectivePublicRelations,PrenticeHall
9.KaulJ.M.,NoyaPrakash,PublicRelationinIndia,Calcutta


73 | P a g e
SEMESTERVII
DCII Paper #5: ONLINE JOURNALISM
Background:TechnologicalInnovationsofrevolutionaryscopeandscalehaveledtoadigital
transformationofthecommunicationlandscape,technologicalconvergence,worldwide
mediacoverageandtheglobalisationofmediacontent.Convergenceisthenewparadigm
andcentralsymbolofcommunicationtoday.OnlineJournalismisrevolutionizingtheway
newsisreportedandread.Theriseoftheinternethasforeverchangedthewayaudiences
interactwiththenews.
ObjectivesandExpectedOutcome:Theobjectiveofthiscourseistocommunicatethe
changingtrendsinprofessionaljournalismasaresultofonlinecommunicationtechnology
andtheethicalperspectiveofOnlineMedia.Theideaofthiscourseistointroducestudents
totheselargerchangesinjournalismandacquaintthemwiththenewdevelopmentsinthe
fieldowingtotheproliferationofparticipatoryjournalism.
TheStudentisexpectedto:
Optimise their Understanding of online communication technology in, writing,
packaginganddisseminatingtheirstoriesinamultimediaplatform.
UNIT1IntroductiontoOnlineJournalismLectures13
Terminology:Internet,Intranet,www,online,email,blog,socialmedia,
Web2.0and3.0,newsgroup,Webservers,WebBrowsers,Searchengine,
InternetHardware
Cyberspace:Meaning,InformationSuperHighway,InternetandInformation
Revolution
ICTRoleandScope
InternetandthechanginglandscapeofMedia
OnlineJournalism:DefinitionandConcept
OnlineMedia:SocialandCulturalImplicationsinGlobalScenario
UNIT2OnlineJournalism:MethodsandDiversityLectures13
DistinctiveFeaturesofOnlineMedia
OnlineJournalismV/sOtherNewsMediums
NewrolesofJournalistsintheInternetage
TrendsinonlineJournalism
OnlineJournalism:IssuesandChallenges
WebBlogs,CitizenJournalismandSocialMedia
EGovernance
UNIT3WritingforOnlineMediaStepsandStrategieslectures12
OverviewofWebwriting
DigitalDivideWritingforthescreenvs.writingforprint
Linearvs.nonlinearform
Stylesofwebwriting:Theartoflateralthinkingandlayering
FeaturesandArticlesontheWeb,InterviewingontheWeb,Dos
andDonts

74 | P a g e
Webpagedevelopment,inserting,linking;editingandpublishing
OnlineeditionsofnewspapersContentmanagementandeconomics
Conductingonlinesearchesandresearch
o Onlinesearchingtechniques
o CitingInternetsources
o Archiving
PhotoEssaysHowtostartanonlinemagazine(basics).
UNIT4CyberlawsandEthicalPerspectiveinOnlineMediaLectures12
CyberCrimeinIndia
CyberlawsinIndia
ITActof2000andAmendments(2008&2010)(66A)Media,
ConvergenceBill(tobeenacted),Regulatorycommissions
ofNewMedia
Copyright&issueofplagiarism
PublicSphereandIndependentJournalism:EthicalIssues
o Accuracy
o Privacy
o Fairness
o Linking
o Journalisticintegrity
Journalismethicsandrestraintinnewmedia
Suggestiveprojects
- ComparativeAnalysisofEeditionsv/sprinteditionsofnationaldailies
- AnalysisofwebsitesAljazeeraandBBC
- Createaweblogandupdateregularly
- OnlineNewsPackageCreateNewsPackagesforanewswebsite
- PlanandDesignaNewsWebsiteUsingHTMLorDreamweaver
SuggestedReadings
- Stuart Allan,Online News: Journalism and the Internet, McGraw Hill Education, 2006, p
5371
StephenQuinn,2005,ConvergentJournalism,PeterLangPublicationp85105
- 2006,CitizenJournalism:Globalperspective,EinarThorsenp7584
- Sunil Saxena, 2004, Breaking News: The craft & Technology of Online Journalism, Tata
McGrawHillEducationp.1980

75 | P a g e
- KevalJKumar,1999,MassCommunicationInIndia
- Mio Consalvo & Charles Ess, 2012, The handbook of internet studies, Wiley Blackwell,
(pg2440,4356,137165)
- Chiropher Scanlan, 2000, Reporting & Writing:Basics for the 21
st
Century, HCP (Pg291
324)
AdditionalReadings:
-
- AndrewBonimWritingforNewMedia:TheEssentialGuidetoWritingforInteractive
Media,CDROM,andtheWeb.
- OldMediaNewMediabyWilsonDizard,Jr
- OnLineJournalism,TapasRayFoundationBooks
- JournalismtoOnlineJournalism:PublishingNewsandInformationbyRolandDeWolk
(Allyn&Bacon,2001)
- IntroductionDigitalJournalism:EmergingMediaandtheChangingHorizonsof
Journalism,EditedbyKevinKawamoto(RowmanandLilltlefieldPublishers,2003)

- kiranPrasad,EJournalismnewmediaandnewsmedia,editedp1935
- ReyG.Rosales,TheelementsofOnlineJournalism,p416


76 | P a g e
SEMESTERVIII
DCII Paper #6: INTRODUCTION TOFILM
BACKGROUNDThefieldofFilmStudieshasemergedasacriticalEndeavourtotheoriseone
ofthemostpowerfulformsofcontemporaryculture.AsaDisciplineithasemergedoutof
disciplinaryengagementsfromLiteraryTheory,Semiotics,PsychoAnalysis,FeministTheory,
PhilosophyandHistorywiththeobjectofcinema.FilmAppreciationfocusesonfilmic
property,language,movementsandauteur,formsandstyleratherthanconceptslike
spectatorship,stardomandaudience.

RATIONALEThisfilmappreciationcourse,thelastcourseintheDisciplineIIofferedtoother
departmentsintendstoenablestudentstounderstandfilmlanguageprovidethestudents
withconceptualtoolstoanalysethem.Thecoursewillexplorefilmlanguage,filmstyle,film
movementsauteursandtheimportantaspectsandauteursofIndiancinemaaswell.
EXPECTATIONAttheconclusionofthiscoursethestudentshouldbeabletodistinguish
betweenseveralaspectsoffilmlanguageanddevelopanoverallknowledgeofworldcinema.
COURSECONTENTWITHWEEKLYLECTUREPLAN13WEEKS
UnitIFILMLANGUAGE 12Lectures
FilmLanguage(I)
FilmLanguage(II)
FilmLanguage(III)
Screenings(4hours)
UNITIIAUTEURS 14Lectures
AlfredHitchcock
SatyajitRay
Kurosowa
AgnesVarda
Screenings(4hours)
UNITIII
FILMFORMSANDGLOBALCINEMA 14LECTURES
GermanExpressionism&ItalianNeoRealism
FrenchNewWave
Iraniancinema
Documentary
Screenings (4Hours)

77 | P a g e
UNITIVINDIANCINEMA 12LECTURES
Indiancinema1950s
IndianNewWave
ContemporaryHindiCinema
Screenings(6Hours)
UnitWiseFilmScreenings
UnitICitizenKane(OrsonWelles,1941),BattleshipPotemkin(SergeiEisenstein,1925)
UnitIIPsycho(AlfredHitchcock,1960),Rashomon(AkiraKurosowa1950),ThroughaGlassDarkly(
1961IngmarBergman)
UnitIIIRome,OpenCity(RobertoRossellini1945),UndertheOliveTrees(AbbasKiaorastami,1994)
UnitIVAranyerDinRatri(SatyajitRay1971),SubarnaRekha(RitwikGhatak1965)
SuggestedReadings
1. Andre Bazin, The Ontology of the Photographic Image from his book What is Cinema Vol.
IBerekeley,LosAngelesandLondon:UniversityofCaliforniaPress:1967,916
2. DavidBordwell:ClassicalHollywoodCinema:NarrationalPrinciplesandProceduresinPhilip
RosenedNarrative,Apparatus,Ideology,Newyork:ColumbiaUniversityPress,1986,1734.
3. Robinwood,VertigoinhisHitchcocksfilmrevisited,Newyork:ColumbiaUniversityPress,
1989108130
4. Tanya Modleski, Femininity by Design: Vertigo in Women who knew too much: Hitchcock
andFeministTheory,Newyork,Routledge,198887100
5. R.L.Rutsky, Metropolis(1927) : Between Modernity and Magic, in Jeffrey Geiger
&R.L.RutskyedFilmAnalysis:ANortonReader,Norton&Co,London2005,178195.
6. SimonaMonticelli:ItalianPostwarcinemaandNeoRealism,inJohnHillandPanelChurch
GibsonedsOxfordGuidetoFilmStudies,OUP,Oxford,1998455460
7. Barnouw&Krishnaswami,IndianFilm,OUP,1980
8. Stephen. P. Hughes, The PrePhalke era in South India: Reflections on formation of Film
audiencesinMadras,SouthIndianStudies,1996161204
9. Madhava Prasad, "The Moment of Disaggregation," and "The Developmental Aesthetic" in
hisIdeologyoftheHindiFilm:AHistoricalConstruction.Delhi:OxfordUniversityPress:1998,
117131,188216.
10. Ravi Vasudevan, "Dislocations: The Cinematic Imagining of a New Society in 1950s India" in
Ania Loomba and Suvir Kaul, eds. The Oxford Literary Review On India : Writing History
CulturePostColoniality.Vol16,Nos12,1994,93124
11. Hamid Naficy: A social history of Iranian Cinema:: Globalising years 19842010, Duke uty
press,2012.
12. AckbarAbbas,Hongkong:Culture&Politicsofdisappearance,
13. Charles Musser,1996. Documentary in Geoffrey Nowell Smith ed The Oxford History of
WorldCinema.OUP322333

78 | P a g e
14. Mazumdar, Ranjani. Friction, Collision and the Grotesque: The Dystopic Fragments of
Bombay Cinema, InGyanPrakash, ed. Noir Urbanisms: Dystopic Images of the Modern City.
Princeton:PrincetonUniversityPress,2010.
15. Gopal, Sangita, Conjugal Assembly: Multiplex, Multiplot and the Reconfigured Social Film
inConjugations:MarriageandForminNewBollywoodCinema,2011pp124154.
STUDENTPRESENTATIONS
1. Chooseoneofthefollowingauteursandresearchonthemusingbooks,journals,magazines
andinternetresources.
2. FritzLangb)VictorioDsiccac)FrancoisTruffautd)MrinalSen
3. Chooseanyoneofthesefilmsandanalyseitinitssociopoliticalcontext.
4. PatherPanchalib)BicycleThievesc)ChungKingExpressd)LastYearinMarienbad
5. PrepareawellresearcheddossieronItalianNeoRealismlistingAuteur,influence,filmstyle
andanalysisofkeyfilms.
6. ProjectonSatyajitRayasanauteur,usingbooks,journals,hisfilms,photoarchivesetc.
7. ProjectonanyoneauteurfromtheIndianNewWavemakinguseofbooks,journals,
periodicalsandotherarchivalmaterial.

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