Paper-I — INTRODUCTION TO ADVERTISING

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• To give a brief insight about advertising & its different aspects to the students of Media

Topic of lectures

• Advertising – Meaning., Definition and functions
• Evolution of Advertising  National & International level
• The structure of and Ad agency and the functions and service of each department
• Relationship between various participants of advertising (Client, agency, media ,consumer)
• Research in Advertising  Pre and post campaign testing
• Economic and Social Aspects of Advertising
• Types of Advertising
• Introduction to Integrated Marketing Communication
• Techniques and strategies of web advertising
• Public Service advertising its role and importance
• Introduction to advertising strategies : AIDA, DAGMAR, Information processing model
• The Concept of USP
• Introduction to Agency Commissions /retainerships, media commission
• Future Trends in Advertising: Advertising as a career; Advertising opportunities in community
• networking/blogging/chat marketing
• Internal Assessment : Group Project / Individual Project  / Book Review / Class Test /Case Study / Presentation { Power Point / Audio “ Visual presentation / Oral Presentation}

Paper-II — INTRODUCTION TO JOURNALISM

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ To give students an understanding of the history and development of journalism in the global and the Indian context
• ¾ Introduce students to concepts related to news and journalistic practice

Topic of lectures

• History
• Journalism in India
• International journalism stages of (Representative news media of U.S. Europe and Asia)
• Types of News papers
• The Role and Functions of Journalism
• Organization and structure of newspaper
• Basic Journalistic writing
• Supplements
• Principles / Canons of Journalism
• Internal Assessment: Group Project I Individual “Project / Book Review I Class Test lease Study
• Presentation { Power Point I Audio – Visual presentation I Oral Presentation)

Paper-III — PRINT PRODUCTION AND PHOTOGRAPHY

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ To help students understand the principles and practice of photography
• ¾ To enable students to enjoy photography as an art.

Topic of lectures

• Basic Principles
• Camera
• Basic Photography
• Colour photography
• Concepts of composition
• Movements in Art and photography
• Print Production
• Internal Assessment: Photography practicals, project submissions.

Paper-IV — RADIO AND TELEVISION

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ To introduce the basic terms and concepts of broadcasting
• ¾ To give an overview of the structure and function of the broadcast industry
• ¾ To create an awareness of the development of broadcast media and current trends

Topic of lectures

• Radio
• The history of radio
• Radio as a medium
• Types of Radio transmission
• Organizational chart – Role of Department
• The radio programme
• Radio and Business
• Ownership
• Current trends in radio
• Television
• The history of television.
• The technology of television
• Organization Chart – Roles of Departments
• TV and Society – Impact on Society
• TV as a means of edutainment and information
• TV and Business
• Ownership
• Internal Assessment: Radio/TV – script or programme or ads, assignments

Paper-V – MASS MEDIA RESEARCH

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ To introduce students to debates in Research approaches and equip them with tools to carryon
• research
• ¾ To understand the scope and techniques of media research, their utility and limitations

Topic of lectures

Section-I

• Introduction to Research concepts
• Steps in conducting research – I
• Steps in conducting research – II
• Steps in conducting research – III
• Statistical procedure – Mean, median, mode, standard deviation and co-relation

Section-II

• Application of research in mass media
• Content analysis – Definition and uses, steps, limitations
• Research in print media
• Research in Advertising
• Research in Public Relations
• Mass media Research and the Internet
• Research in Media Effects
• Internal Assessment : Group Project / Individual Project / Book Review / Class Test / Case Study / Presentation {Power Point / Audio – Visual presentation / Oral Presentation)

Paper-VI — ORGANISATIONAL BEHAVIOUR

Max. Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ Orienting students to issues in organizational functioning
• ¾ To introduce students to the concepts given below at a preliminary level

Topic of lectures

• Nature of Organisation Behaviour
• Structural Dimensions of Organisation and its Environment
• Organisational Culture
• Motivation
• Motivation Theory – Application
• Groups in organisation and Group Dynamics
• Group Decision making
• Power and Authority
• Dynamics of Stress
• Internal Assessment : Group Project / Individual Project / Book Review / Class Test / Case Study / Presentation {Power Point / Audio – Visual presentation / Oral Presentation)

Paper-I — INTRODUCTION TO CREATIVE WRITING

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ to encourage students to read stories, poems, plays
• ¾ to develop further and build upon the writing and analytical skills acquired in Semesters I and II
• ¾ to acquaint students with basic concepts in literary writing
• ¾ to familiarize students with the creative process

Topic of lectures

Section – I

• A Brief Introduction to Creative Writing
• Formal structure of the short story
• Formal aspects of Poetry
• Formal aspects of Drama
• Publication Aspects

Section-II

• Scripting, Screenplay, and dialogue writing focusing on
• Writing for the internet, with special reference to
• Suggested projects: Film Review
• Book Review: Adapting a short story to a screenplay Writing an original screenplay / script for radio or television

Paper-II — INTRODUCTION TO CULTURE STUDIES

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ To introduce students to a set of approaches in the study of culture
• ¾ To examine the construction of culture
• ¾ To understand  how the media represents culture

Topic of lectures

• Evolution and need to study cultural studies
• Concept of ‘Culture’: examining definitions and theories of culture
• Popular and Mass Culture
• Culture and Conditioning
• Construction of Culture
• Globalisation
• Studying Representation in Cultural Expressions and Artefacts
• Media and Culture
• Internal Assessment : Group Project / Individual Project  / Book Review / Class Test  /Case Study / Presentation { Power Point / Audio  Visual presentation / Oral  Presentation}

Paper-III — INTRODUCTION TO PUBLIC RELATIONS

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ The objective of this paper is to introduce the subject of public relations to the student and help understand its role and function it plays in society.  It will equip the student with the basic tools of public relations and give them an overall understanding of the subject.

Topic of lectures

• Definition of PR : Its nature, process and Publics
• Public  Relations and Public Opinion, Publicity and PR
• Function & Scope of PR
• PR Tools – Media and Non Media
• Introduction to Media Relations
• Public  Relations and Crisis Management
• Marketing Public Relations and Marketing and Branding
• Introduction to Public Relations Campaign
• Public Relations and Consumer Relations
• Introduction to Digital PR
• Code of Ethics in Public Relations
• Internal Assessment : Group Project / Individual  Project / Class Test / Case Study / Presentation { Power Point / Audio-Visual Presentation / Oral Presentation}

Paper-IV — INTRODUCTION TO MEDIA STUDIES

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ To expose students to the well developed body of media theory and analysis
• ¾ To foster analytical skills that will allow them to view the media critically

Topic of lectures

• Introduction to Media Studies
• Media Studies as an Interdisciplinary Approach
• Early Effects Theories
• Limited Effects Theories
• Cultural and Critical Theories
• Media and Society
• Introduction to Audience Theory

Internal Assessment: Group Project / Individual Project / Class Test / Case Study / Presentation

{Power Point / Audio-Visual Presentation / Oral Presentation}

Paper-V — UNDERSTANDING CINEMA

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ To acquaint the students with the various styles and schools of cinema throughout the world.

Topic of lectures

• A discussion of early narrative cinema
• A screening and discussion on Early Indian Cinema like Dadasaheb Phalke’s films and Prabhat Talkies’ films, along with a discussion of early Indian  cinema, and the development of the studio system in India.
• Screening and discussion on Early Hollywood Cinema like Gone with the Wind, Sound of Music, Citizen Kane, with lecture and clips on evolution of Hollywood Studio System
• A discussion of Italian neo-realism, and its impact on the films of Satyajit Ray and Bimal Roy (screening of The Bicycle Thief)
• A discussion of French New Wave cinema (screening of Jean-Luc Godard’s Breathless)
• A screening of Kurosawa’s film along with a discussion of its impact on Hollywood cinema and Hindi cinema.
• A discussion on Hollywood classical narrative films like Hitchcock, Agatha Christe.
• A discussion on the Super Star system and the Hindi formula film  (selection of films from Rajesh Khanna, Amitabh Bachchan to Sharukh Khan, Amir Khan can be screened)
• Screening and discussion of contemporary Hollywood film makers of 90’s and 2000 like Steven Spielberg, Ang Lee.
• A discussion of Indian-global cinema like Salaam Bombay, Namesake, Provoked
• Discussion on Award winning Indian Regional films and film maker like Shantaram/ Satyajit Ray/Adoor Gopalkrishnan
• Screening and Discussion on cross-over films and film makers like Shyam Benegal/ Madhur Bhandarkar
• The Business of Cinema -“ Production, Distribution, Exhibition, Branding, Promotion and Marketing of Films.
• Major Film Awards and Institutions.
• A visit to a shoot in Film City.
• Lecture-demonstrations on technical aspects of film: cinematography, editing, special effects, sound.
• Group project for Short films, Documentaries upto 15 mins on fictional/factual topics as suggested by the faculty

Paper-VI — ADVANCED COMPUTERS

Marks: 100 (Theory:60, Internals: 40)

Topic of lectures

• Web Designing and Video Production

Projects:-

Each student creates a website of not more than 10 pages on a given subject.

• Web Designing
• Video Production
• Computer Animation
• To work on Macromedia Flash to create banner ads for websites
• Possibly introduction to High-end animation softwares like 3d Studio Max, Maya, etc

Cinema! The mere sound of this word excites and mesmerises many people. Cinema is one of the most powerful means of mass media. The impact of cinema on the minds of the people, irrespective of their age, is profound.

The history of cinema dates backs 1895, when the Lumiere brothers first invented the motion pictures. The invention of moving pictures left people spellbound. This development paved way for the birth of Indian Cinema in 1913.  Dhundiraj Govind Phalke produced the first Indian silent movie titled ‘Raja Harishchandra.’  Since then, Indian cinema has only grown and prospered.

Being such a popular medium, the impact that cinema has on the people is obvious and notable. The most important function of cinema is entertainment. But besides that, there are a number of functions that cinema performs.

For one it lets people believe that good triumphs over evil. Certain movies are made to make people aware of the evils that are prevalent in human customs and traditions. They also show how the culture and traditions followed by us have transformed from what they were in the ancient societies to what they currently are.

Watching movies of an era gone by makes us feel proud of our rich national heritage. The fact that we share a common history develops a feeling of belonging-ness and this helps in national integration.

There is an increase in the number of movies that deal with social issues and personal disabilities. Examples of these would be movies like ‘Black’, ‘Taare Zameen Par’, ‘Paa’, ‘Guzaarish’ and so on. It is movies like these that open our minds to situations and people that we otherwise overlook. This goes to show that cinema is a rather powerful tool of social influence. The government can use it to propagate its welfare programmes such as adult literacy, child education, hygiene etc.

But then every coin has two sides. In spite of the fact that cinema has many positives and that it is a boon to society in many ways, its negative aspects cannot be overlooked.

Today, cinema is too violent. Violence, atrocities on women/children and society, and sexually explicit content are shown under the pretext of ‘artistic expression’. This sends wrong signals to the young generation. The kind of language used in the movies is also not decent anymore. Swear words are becoming part and parcel of daily conversation in almost all movies. As a result of this, children and youngsters think it is cool to use swear words freely as and when they please.

Children and the young generation have impressionable minds. Especially in an age when cinema celebrities are considered next to God and are Hero worshiped, the fact that people readily following their favourite celebrity is not surprising. Anything done by the actors on screen is taken to be real and is in turn followed. This trend can take a hazardous turn when the actors (under the guise of a character) do or promote something which is either illegal or immoral.

Nonetheless, it largely falls on us to interpret cinema correctly. It is our choice to either see their positives or embrace the negatives. And hopefully, we will make a smart choice.

This article is for all those who want to be writers as it aims to help you understand how you can edit an article and make it crisp and worth reading.
Here are some editing rules that you need to keep in mind:
Rule #1:
Collect all the information you need to write about the topic and jot it all down on paper.
Also, make sure you are in a silent environment. Ideally, it should be you, your paper, your pen and your head bursting with ideas.

Rule #2:

After you’re done brainstorming and writing down your initial ideas, align them in a particular order; the order being: Head, Body and Conclusion.
Every great article has a catchy beginning, a comprehensive middle and a satisfying conclusion. Your reader mustn’t feel that there was ‘something missing’ in the article.

Rule #3:
Now you must edit your article. Cut out all that you think is unimportant. Stay within the prescribed word limit. Make sure the content is crisp, to the point and relevant. Do not stray from the topic.

Rule #4:
Do not use short forms unless necessary. If you do use them, make sure you specify what the abbreviation stands for.
Example, IPL (Indian Premier League), APMC Market, Vashi (Agricultural Produce Market Committee)

Rule #5:
Don’t use short messaging service (SMS) language. Writing stuff like ‘Lyk, IDK!, LOL, FYI, DYN’ is unacceptable. Use of the words ‘like’, ‘I mean’, ‘etc’, ‘whatever’, ‘as if’ should be kept to a minimum.

Rule #6:
Learn the usage of Terminal Marks [ ! ? . ] and Secondary Bound Marks [ : ; , – ]

1. An exclamation question like, ‘Harry! Are you alright?!’ will always have the use of ‘?’ followed by ‘!’ and not vice-versa. However, such usage is considered informal.
2. ‘:’ is used to introduce a list of extract or quotation that follows an introductory sentence, or to denote hours and minutes, etc.
3. ‘;’ is used to separate two independent thoughts in a sentence lessening the use of conjunctions.

Rule #7:
You can always fill make use of quotes and examples that will make your article interesting and keep your reader hooked.

Rule #8:
Re-read your article multiple times to ensure that you haven’t made any mistakes.

Rule #9:
For honing your writing skills, read newspapers, magazines and internet articles.
In fact, don’t just read but learn from them – the words they use, the flow of the story, the separation between paragraphs etc.

Rule #10:
Enjoy the process!

The immense progress in the fields on technology and communications has affected the way consumers’ process information, favouring rapid and efficient information exchange and interactivity. People are now favouring internet advertising which draws them into the feel and vibe of the brand them, rather than the ‘one-way’ advertising done via television, newspapers, magazines that simply informs and doesn’t give the consumer a chance to participate or engage with the brand. Keeping this trend in mind, one has seen the emergence and increasing importance of Viral Advertising.

What is viral advertising?

Technically speaking, viral marketing and / or advertising refers to marketing techniques that make use of social networks to bring about an increase in brand awareness, via a self-replicating viral process (something similar to the self-replication of a bacterial virus).

Many times, viral advertising refers to an offline process where the brand message spreads by word-of-mouth (from one consumer to the next). Such W-O-M (word-of-mouth) campaigns run on the principle of basic human nature i.e. a person will tell Three people about a service of product he likes and about Eleven people about a service or product he does not.  Therefore, if a consumer takes to a brand he will talk good about it and this positive spread of message (viral) will immensely help the brand in the long run. As opposed to, if he critics the brand, then his negative outburst will deter future customers from engaging with the brand, thus harming the brand.

Viral advertising types and examples

There is a common misconception that viral advertising is can be executed only on internet. But the truth is that many companies prefer offline viral advertising because of its high reach and low operating costs. So, viral advertising includes the online and offline activities performed by marketers in order to make the message viral and generate sufficient ‘buzz’ or ‘W-O-M’ for the brand.

Flash games, images, text messages, funny video clips, songs and advergames are the various tools that comprise of a viral campaign.

Examples of successful viral campaigns are:

• The “whassup?” viral ad from Budweiser
• Trojan condoms’ 2004 ‘Sex Olympics’ campaign
• Kolaveri Di – 3

Popularity and Cost Effectiveness

Viral advertising is personal and even though it is from an identified sponsor, it does not mean the companies pay for its distribution. Most of the classical viral ads circulating online start off as ads paid for by the sponsor brand, launched either on their own platform (company webpage or social media profile) or on social media websites such as YouTube. Consumers get the page link from there or copy the entire ad and forward it through e-mail or by posting it on a blog, webpage, and social media profile. In this ‘no cost’ manner, the word spreads and the brand emerges the ultimate winner. Thanks to social media platforms, it is becoming very easy for brands to simply get the word out and gather a large following.

Future of Viral advertising

In the Internet era, viral advertising presents itself as a huge opportunity, especially for companies who want low cost advertising solution. Moreover, viral ads can also be used for products that do not have the benefit of the “wow” factor. Create a funny video, a great song or a super game around the brand and it is sure to generate buzz. The biggest advantage of viral advertising is that it’s under the control of the consumers. And since, consumer is the king, and he likes viral advertising, it is here to stay.

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