S.Y.B.M.M Semester III

1. INTRODUCTION TO ADVERTISING

• Meaning, Definition and Function
• Relationship with Public Relations and Marketing
• Need for Advertising
• History of Advertising at national and international level
• Various Advertising Media and their developments from print to broadcast to internet
• Structure of and Ad agency and the role of each department
• Basic relationship between client, agency, media and consumer
• The Advertising Industry – advertisers, advertising agencies, media etc.
• Need for research in Advertising
• Types of Advertising
  • Consumer advertising
  • Classified advertising
  • Retail advertising
  • Financial advertising
  • PR advertising
  • Business to Business advertising
  • Political advertising
  • Image advertising
  • Lifestyle advertising
  • Internet Advertising
  • The world wide web as an advertising medium
    • How it differs from the traditional media
    • Techniques and trends of web advertising
    • Current trends in online advertising
  • Public Service advertising
    • What is PSA
    • Need for and objectives of PSA
    • How PSA forms a duty and an advantage for corporate citizens
• Introduction to Advertising Strategies – AIDA, DAGMAR, Information Processing Model
• Introduction to brands
• Introduction to price, profit, margin and cash flow
• The Creative process
  • Conceptualization
  • Search for the big idea
  • Message planning and evaluation
  • Writing the copy platform
  • Developing and conveying ideas in words and visuals
  • Elements of layout
  • Importance of USP

2. INTRODUCTION TO JOURNALISM

• Historical aspect
• Journalism in India
  • Early developments and the role of press in reform movements
  • The rise of the nationalist press
  • Post independence Nehruvian era
  • The emergency
  • Post emergency magazine boom
  • The nineties
• Definitions of ‘news’, ‘hard news’ and ‘soft news’
• News sources
  • Staff reporters
  • Correspondents
  • News agencies
  • syndicates
• News values
  • Immediacy
  • Proximity
  • Prominence
  • Magnitude
  • Relevance
  • Human interest
• The Role and Functions of Journalism
  • Surveillance
  • Interpretation
  • Linkage
  • Transmission of values
  • Entertainment
  • Development
• Theories of the Press
  • Authoritarian theory
  • Libertarian theory
  • Social responsibility theory
  • Communist/Ideological theory
  • Democratization
• Organization and structure of the newspaper
  • Editorial department
  • Management department
  • Advertising department
  • Circulation department
• Journalistic writing formats
  • Report – style, structure, basic principles and types of reports
  • Leads – types and functions
  • News angles
  • Feature
  • Editorial
• Indian Press institutions and their role
  • Press council of India
  • Press Institute of India
  • The Press Clubs etc.
• Principles/Canons of Journalism
  • Objectivity
  • Accuracy
  • Freedom
  • Independence
  • Impartiality and fairness
  • Balance
• Freedom of the press and gate-keeping mechanism
  • Editor
  • Ownership
  • Advertising
  • Government inference and control

3. INTRODUCTION TO PUBLIC RELATIONS

• A)Definition, concept and use of Public Relation and Communication for
  • And individual
  • A group

B) Internal PR and External PR – The various stakeholders to which PR person is responsible – Consumer, shareholder, government, employee, general public

C) Public Relations and related fields like advertising, marketing and journalism

Strategies of PR

Press Release

Press Conference and other media tools used

D) Code of ethics in PR

E) Behavioral patterns for improving PR

• Role of public relations in different sectors
  • PR in manufacturing sector
  • PR in Services sector; Public and private
  • PR in non-profit organization
  • Relevant case studies for each sector
• Code of ethics in Public Relations
  • Need to establish professional standards
  • Guidelines for ethical practice
  • Code of ethics of the American PR association
  • PRSI (Public Relations Society of India)
• Behavioral patterns for improving the public relations
  • An overview of the following
    • Understanding laws governing commercial enterprises
    • Study, research and understanding of business of employer
    • Evaluation and adaptability to corporate culture
    • Understanding socio-economic issues, political issues and legal/commercial issues impacting on business
    • Understanding transactional analysis and its relevance to Public Relations
  • Creating conditions and tools to improve strategies of communication
  • Maintaining and building strong organization through communications
  • Understanding the media and handling of media relations
  • Understanding the consumer and keeping him informed
  • Developing crisis handling techniques, in special context with specific instances like natural calamities, air crash and similar specific situations

4. INTRODUCTION OF MEDIA STUDIES

• Media theory
  • Definition and need
• 4 eras of Media Theory
  • Mass society and mass culture
  • Emergence of a scientific perspective
  • Era of limited effects
  • Cultural criticism
• Mass society and mass culture
  • Theoretical assumptions of mass society
  • Mass society critics
  • Folk and modern industrial societies
  • Mechanical and organic solidarity
  • Direct effects paradigm
• Normative theories
  • Social responsibility
  • Technocratic control vs. libertarianism
  • Radical libertarianism – laissez faire
  • Civic journalism, developmental theory – Schramm
  • Democratic participant theory – Paulo Frieire
• Effects theories
  • Magic bullet
  • Limited effects paradigm – Klapper
  • Attitude change
  • Selective exposure and cognitive dissonance
  • Moderate effects model
  • Lazarsfeld two step flow theory
• Media and society
  • Innis – oral societies, literate societies, electronic society
• Media and technological determinism
  • Mc Luhan
    • “the media is the massage”
    • “the medium is the massage”
    • Hot and cool medium
    • Concept of the global village
    • Raymond William’s critique of technological determinism
• Cultural criticism
  • Marxist
  • New-Marxist – the Frankfurt school medias cultural industries and social construction of reality
  • Adorno – media as vehicle of indoctrination of capitalist society
  • Barthes – construction of reality, semiology, ‘mass’ vs. ‘popular’ culture
• Psychoanalytic perspectives on the media

5. INTRODUCTION TO CULTURE STUDIES

• Definition and different theoretical perspectives
• Evolution and need for cultural studies
• Concepts related to the study of culture
  • Cultural relativity
  • Cultural ethos
  • Cultural patterns
  • Acculturation
  • enculturation
• Cultural theories
  • Diffusion
  • Evolution
  • Functionalist
  • Social interaction
• Dimensions of Culture
  • Language
  • Gender
  • Religion
  • kinship
• Material and non-material culture
  • Material tools of communication, housing and architecture, travel, food, art etc.
• Construction of Culture
• Agents of cultural transmission
• Factors of cultural change with reference to media
• Media and Culture

6. INTRODUCTION TO CREATIVE WRITING

• Formal aspects of short stories
  • Genre – science fiction, horror, romance etc.
  • Theme
  • Plot character
  • Point of view
  • Setting tone symbolism
• Formal aspects of Poetry
  • Theme
  • Diction
  • Tone
  • Imagery
  • Symbolism
  • Figures of speech
  • Meter, rhythm, and sound
  • Structure and form
• Formal aspects of Drama
  • Theme
  • Character
  • Plot
  • Form
  • Dialogue writing
• Screenplay writing
  • Converting short stories into screenplays

S.Y.B.M.M Semester IV

1. MASS MEDIA RESEARCH

• Introduction to Research Concepts
  • Scientific research and its basic principles, empiricism, verifiability, generalization
    • Quantitative vs. qualitative idea
  • Role of research in the media
    • Commercial vs. academic research
    • Administrative v. cultural research
    • Research related to media institutions, media message and media audiences
  • Research Approaches or designs
    • Experiment
    • Survey
    • Case study
    • Comparison
    • Longitudinal research
    • Observational study
    • Content analysis
  • Data collection techniques
    • Questionnaire
    • Interview
    • Schedule
    • Different types of observation techniques
  • Sampling techniques
  • Measurement and scaling
  • Basic statistical technique – deviation, correlation analysis
• Introduction to Mass Media Research
  • Research in media messages – content analysis and semiotic analysis
• Content Analysis
  • Definition and uses
  • Quantitative and qualitative approach
  • Steps in content analysis
  • Devising means of a quantification system
  • Limitations of content analysis
• Introduction to Semiology
• Research in media audience and the ‘effects’ debate
  • Magic bullet to limited effects
  • Users and gratification model
  • Cultivation analysis
  • Audience reception

2. UNDERSTANDING CINEMA

• A discussion of early narrative cinema
• A discussion of Soviet cinema
• Lecture with clips on Hollywood studio system
• Discussion and screening of early Indian cinema and the development of studio system in India
• A discussion of Italian neorealism
• A discussion of parallel cinema movement
• A discussion of Hate’s films
• A discussion of Japanese cinema
• A screening of Kurosawa’s films
• A discussion of classical narrative technique
• A discussion of East
• European comic-political cinema
• A discussion on the Star system and the Hindi formula film
• A discussion on independent film-making in Hollywood
• A discussion of Indian global cinema
• Screening of Mohsen makhmalbaf or Abbas Kiarostamis recent films along with the discussion of contemporary cinema
• A visit to a shoot in film city
• Lecture demonstration on technical aspects of the film

3. ORGANISATIONAL BEHAVIOUR

• The Organizational Environment Model
  • Organization environments
  • Organization as systems
  • Formal organization : design and structure
  • Division of labor and task independence
  • Specialization of work
  • Distribution of authority
• Organizational Culture
  • Sources of organizational culture
  • Types of organizational culture
  • Manifestation of organizational culture
  • Managing organization culture
  • Organizational sub-culture
• Organizational Socialization
  • Learning how to adapt to work
  • Early socialization influences
  • Preliminary work socialization
  • Organizational socialization
  • Work force diversity, gender, ethnic, and community issues
• Motivation

a) Motivation results model

b) Theories of motivation

• • Need theories
    • Two factor theory
    • Job design approach
    • Achievement power theory
  • Process theories
    • Reinforcement theory
    • Expectancy theory
    • Equity theory
    • Goal setting theory
• Application of motivation theories
  • Job enrichment
  • Self directed work group
  • Job rotation and cross training
  • Learner management structures
  • Total quality management
  • Positive reinforcement programme
  • Productivity gain sharing approaches
• Groups in Organization and Group Dynamics
  • Issues of conformity, social facilitation
  • Risky shift and polarization
  • Group cohesion and consequences
  • Cooperation and competition
  • Conditions fostering cooperation and competition
• Decision making
  • Characteristics of decision making process
  • Ideal vs. actual decision making
  • Advantages and disadvantages
  • Group thinking
  • Decision making in networked organization
• Concept of team work and its effectiveness
• Stress
  • Sources of stress; work and non work factors
  • Stress and coping
    • Objective environment
    • Psychological environment
    • Individual differences
    • Stress manifestations coping strategies

4. RADIO AND TELEVISION

Radio:

A)

• Radio Language
• Script writing for news
• Documentary, feature, drama, speech, skit, soap opera
• Special audience programmes
• Voice presentations
• Announcing
• Compeering
• Adlibbing
• Interviewing
• Narrating
• Conversation
• News reading

• Programme policies and services
• Critical analysis of radio programme
• Radio forums and clubs
• Audience research

B)

• Radio programme production techniques
• Sound studios and transmission facilities
• Reverberation and echo
• Various types of microphones
• Tape recorders and playback machines
• Recording
• Sound mixing
• Editing

Television:

• Scripting for various kinds of programmes on television
  • Documentaries and features
  • Entertainment programmes
  • Online programmes
  • Educational programmes
• Models of presentations
• Programme research
• Planning
• Budgeting and scheduling
• Indoor and outdoor shooting
• Video production
  • Introduction to video camera techniques
  • Audio techniques
  • Television studio operations
  • Lighting
  • Live programme production
  • Role and functions of studio personnel
  • Graphics
  • Special effects
  • Editing
• Programme evaluation
• Identifying and researching topics
• Writing programme proposals
• Marketing

5. ADVANCED COMPUTERS

• Desktop publishing
• Advanced desktop publishing
• Computer animation
• Web Page designing

6. PHOTOGRAPHY AND PRINT PRODUCTION

• Basic Principles of Photography
  • Properties of light, electromagnetic spectrum, reflection, transmission, refraction and polarization of light. Different type of light sources and their properties
  • Controlling light, pinhole camera, concave and convex lenses and mirrors, real and virtual image formation
  • Photosensitive material, Image formation, latent image development as fixing
• Camera
  • Mechanism of aperture, shutter, camera body, view finder, lenses, transport
  • Classification of camera and their relative comparison
  • Camera operation, exposure light tables
• Basic Photography
  • Various parts of the camera
  • Loading and shooting on black and white film
  • Effect of aperture
  • Effect of shutter speed
  • Using flash light
  • Use of camera accessories
  • Care and maintenance of camera equipment
• Colour Photography
  • Introduction to colour film
  • Chemistry of colour development and enlargement
  • Contact and projection printing
  • Colour and light, basic principles of colour sensitivity, colour temperature, colour reversal film, colour negative film
  • Light and lighting, outdoor, night and indoor lighting
  • Colour development
• Print Production
  • Major landmarks in history and development of print technology
  • Basic print process
  • Print machines and image carriers, letter press, offset, silk screen, digital print
  • DTP
  • Future trends in print technology
  • Exercise for handling typical jobs