Syllabus - Mass Communication

University of Delhi

BA (Prog.) III year

Syllabus - Mass Communication

Course Objective:

1 To enable the students to understand the concept, scope and significance of mass communication and its techniques.
2 To familiarize undergraduate students with media studies by affording them an exposure to contemporary media and to provide an opportunity to them to pursue their areas of interest.

Expected Learning Outcome:
1 The course content will include a survey of media as well as practical application of mass communication. Thus equipped the students may pursue a career in contemporary media or be motivated to pursue further studies in their area /areas of interest

Evaluation:
Theory Paper = 50 marks (Annual Examination 2 1/2hrs)
Practical application assignments = 25 marks (May be evaluated at year end)
Internal Assignments = 10 marks
Half yearly examination = 10 marks
Attendance = 5 marks
Total Marks 100 marks
No of Periods per week 4

COURSE CONTENT

1 Introduction: Mass Communication & Society.
Mass Communication :- Meaning & Purpose/ Scope & Relevance to Society, Role of
mass communication in developing societies—social changes, democracy and developmental journalism
Practical application ;- In depth perusal of issue followed by writing skills for
Developmental Stories. For example-- rural issues, tribal issues, environmental
issues, health and family planning, child immunization, new agricultural practices etc

2 Modes of Mass Communication :
A Print Media : Newspapers, news - agencies, books, magazines, leaflets and pamphlets.
B Electronic Media : Radio, television, video, films computer based technologies – e-mail, internet and on line Journalism.
C Outdoor Mass Media : Exhibitions and Fairs, Street Drama, Crowd Behaviour and Mob Mentality.
D Advertising
Note-- Selection of Modes of Mass Communication on the basis of suitability, reach, impact, frequency and cost.

3 Language of Mass Communication :Language and writing skills – vocabulary and spellings, figure of speech, dialect, grammar, punctuation.
Fundamentals of good writing

4 Writing for Media:
A Newspaper :News Reporting – what is news, news value, sources of news, types of news reporting. Principles of writing news stories, articles, opinion and editorial writing for different Print Media
Editing: Techniques of Editing, News Room organization and operation.
Reporting:  Qualities and responsibilities of a new reporter
B Radio: Radio News/Programme Writing and editing Radio scripts.
C Television: News/Programme, TV anchoring, techniques of holding interviews, group
discussions and making presentations, preparation of scripts for selected television programmes.
Practical application—A -- Interviews, features as a communication tool,
investigative and interpretive reporting, editorials and middles etc.
In- house production of newspaper or magazine and cartoon making
                                         B -- Interviewing for Radio and News Reading
                                         C -- Video Production and digital technology
Note—Any one of the above

5 Advertising
Meaning and definition of Advertising.
Distinction between Advertising & Publicity.
Advertisement Media – Print, electronic and others and their effectiveness.
Impact – a tool for Socio-economic and cultural revolution.
The Ethical Dimensions of Advertising -- manipulation, distortion, confusion and exploitation.
Practical Application—Making (could be computer-aided) Story Boards for audio-visual advertising and caption writing etc


6. Cyber Media :
Challenges and opportunities of convergence of mass communication and information technology.
News portals and related websites
Practical Application Designing/updating a websiteMeaning and definition of Advertising.
Distinction between Advertising & Publicity
Advertisement Media – Print, electronic and others and their effectiveness.
Impact – a tool for Socio-economic and cultural  revolution.
The Ethical Dimensions of Advertising -- manipulation, distortion, confusion and exploitation.
Practical Application—Making (could be computer-aided) Story Boards for audio-visual advertising and caption writing etc

7. Mass communication of conflict situations like riots, insurgency, terrorism, war and natural disasters .

8. Media Ethics and Press Laws
Media Ethics---Investigative journalism, the issue of responsibility of the Press, the accountability of Journalists and Publishers ,
Constitution and Press Laws and the issue of the Freedom of the Press
and its control –Law of Libel and Defamation , Contempt of Court and breach of Legislative Privileges, the Right to Information, the Broadcasting Bill..
Self Regulation -- the Press Council of India.

Practical Application --Selected Case Studies of curbs on the Press and struggle for Press Freedom
Note for Evaluation: Students are required to submit any three of the aforesaid practical application
assignments during the academic year for evaluation. Evaluation of the aforesaid assignments may be done at the year end.

Suggested Reading Books :
Introduction
1 Communication for Development in the Third World; Theory and Practice for
Empowerment—Srinivas, R Melkote, HLeslie, Steevans Sage Publications
2 Mass Communication in India, Kewel J.Kumar, Jaico, 2001
3 Developing Communication Skills -- Krishna Mohan and, Meera Banerji
4 Mass Media in National Development by Schramm, Wilbur.
5 Communication & Integrated rural development by J.S.Yadav.( IMC)
6 A Manual of Development Journalism by Alan Chalkely ( Press Institute Of India.
7 Communication & Social Development in India- Kappuswami. Writing for the Media
8 The craft of copywriting ; June .A. Vailadaras, Response Books Sage, Publications
9 Here is the News—Reporting for Media, Rangaswami Parthasarthy, Sterling, Publications,1994
10 News Reporting and Editing; Sterling Publishers,1987
11 News Writing & Reporting for Today’s Media by Bruce D.Itule & Douglas A.Anderson.
12 A Handbook of Modern Newspaper Editing & Production; F W Hodgson; Focal Press 1987
13 The Radio Handbook, Carole Fleming, Routledge 2002
14 AIR Style Book, New Delhi, 1991
15 Television in India; Changes and Challenges; Gopal Saxena. Vikas Publishing, 1996
16 Television and social change in rural India; Kirk Johnson, Sage Publications.
17 Before the Headlines—A Handbook of TV Journalism, CP Singh, Macmillan, 1999
18 Broadcasting and the People; Mehra Masani ( National Book Trust)
19 Magazine Editing & Production by J. William Cleck & Russell N.Bard WCB Brown & Benchmark – 1994.

Advertising
20 Advertising : Theory & Practice by CH Sandage & Vernon, Fry Eurger.
21 Advertising by Maurice Mandell. (PrenticeHall)
22 Image Journeys;- Audio Visual Media and Cultural Change in India;-
Christine Brosius & Melissa Butcher, Sage Publications;

Cyber Media
23 Journalism in the 21st Century; Online Information, Electronic Databases and the News—Tom Koth, Adamantive Press Ltd
24. Introduction to Information Technology; Turban, Rainer, Potter, John Wiley Publications 2001
25 Online Journalism, Jim Hall, Pluto, 2001
26 Web Production (11 Edition) Jason Whitmaker, Routledge,2001

Mass Communication of Conflict
27 Reference Reporting in India; The communication gap; VC Natrajan and AK
Chakraborty; Trishul publications 1995
28 The Kargil Conflict and the Role of the Indian Media ;Ajai K Rai, (Institute of Defence Studies and analyses)

Media Ethics and Press Laws
29 The Press -- M.Chalapati Rao ( National Book Trust)
30 Press Laws- D.D. Basu ( Prentice Hall )