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)

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