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Department of Mass Communication

The University of Burdwan
Proposed Post Graduate (M.A.) Syllabus for session 2020-2022 onwards

M.A. in Mass Communication

Pattern of
Teaching
Course
Course learning
Status and Course Title Credit Marks
No (hours per
Type
week)
L T P
First Semester [All courses are Departmental Core Courses and Compulsory]
MC101 Core /TH Introduction to Communication 5 4 1 0 40+10=50
MC102 Core /TH Development of Media and Media Law 5 4 1 0 40+10=50
MC103 Core /TH Advertising and Marketing Communication 5 4 1 0 40+10=50

MC104 Core/ TH Public Relations & Corporate Communication 5 4 1 0 40+10=50

MC105 Core/ PR Computer Application in Media 5 0 0 5 40+10=50
Semester I Total 25 250
Second Semester [All courses are Departmental Core Courses and Compulsory]
International Communication and
MC201 Core/ TH 5 4 1 0 40+10=50
Globalization
MC202 Core/ TH Reporting and Writing 5 4 1 0 40+10=50
MC203 Core/ TH Editing and Designing 5 4 1 0 40+10=50
MC204 Core/ TH Media Management and Economics 5 4 1 0 40+10=50
MC205 Core/ TH Online Media 5 4 1 0 40+10=50
Semester II Total 25 250
Third Semester [Students have to take 2 Compulsory Core Courses, 2 Major Electives (MC303A or B and MC304 A
or B) and 1 Interdisciplinary Elective from other Departments/SWAYAM Platform]
MC301 Core/TH Communication Research 5 4 1 0 40+10=50
MC302 Core/TH Development Communication 5 4 1 0 40+10=50
MC303A Major Health Communication 5 4 1 0 40+10=50
Elective/
MC303B TH NGO and Advocacy Communication 5 4 1 0 40+10=50
MC304A Major Women and Media 5 4 1 0 40+10=50
Elective/
MC304B Photo Journalism 5 4 1 0 40+10=50
TH
Media Culture and Society
Inter (For Students from other
MC305 disciplinary departments)[Students may opt for a 4 Credit 4 3 1 0 40+10=50
Elective/TH course from SWAYAM Platform and can avail
the option of credit transfer]
Semester III Total 24 250
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Fourth Semester [Students have to take 3 Compulsory Core Courses (MC-401, MC402, MC405), 2 Major Electives
courses {Either MC- 403A or 403B and in case of MC- 404 any one from either A or B or C or D} and 1 Compulsory
Community Engagement course (MC400)]
Community
MC400 Engagement Social Outreach Programme 2 0 0 2 10+10=20
Course /PR
MC401 Core/TH Radio 5 4 1 0 40+10=50
MC402 Core/TH Television 5 4 1 0 40+10=50

MC403A Major Film Studies: Indian Cinema 5 4 1 0 40+10=50

Elective/TH
MC403B Film Studies: World Cinema 5 4 1 0 40+10=50
MC404A Radio Production 5 0 0 5 40+10=50
MC404B Television Production 5 0 0 5 40+10=50
Major
MC404C Elective/ PR Film Production 5 0 0 5 40+10=50
MC404D Documentary Production 5 0 0 5 40+10=50
MC405 Core/PR Dissertation 5 0 0 5 40+10=50
Semester IV Total 27 270
Grand Total (For 4 Semesters) 101 1020
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MC101
Introduction to Communication
Credits Points 5 Total Marks - 50
Teaching Time
Sl
Topic Details (Hours)
No
L P T Total
1 Communication Definition, elements, types, barriers 4 - 1 5
SMCR, Laswell, Shannon& Weaver, Osgood,
Communication
2 Westley& Mclean, Gerbner, Transactional, Schramm, 10 - 2 12
Models
Dance, Roger&Kinciadetc
Personal Influence, Normative Sociological , two step &
Communication multi step Social Cognitive, Media Dependency Media
3 10 - 2 12
Theories
Intrusion, Spiral of Silence etc.
Mass Definition types functions different systems in India &
4 6 - 2 8
Communication abroad
5 Mass Media Types, recent trends, impact on society and people 5 - 1 6
different forms in India, importance in development
Traditional Folk
6 communication, relevance with relation to modern 5 - 2 7
media
media
Total 40 - 10 50
Reading List

1. Everett. R M. : A History of Communication Study, Free Press, 1997

2. McQuail D: Mass Communication Theory: An introduction, Sage Publication2005
3. Andal. N: Communication Theory and Models, Himalay Publishing House 2004
4. Kumar K. J: Mass Communication in India, Jaico Publishing house1994
5. Vivian J: The Media of Mass Communication Pearson Boston, New York.2012
6. Dominick J. R: The Dynamics of Mass Communication Mcgraw Hill 1999
7. Stanley D &Baran J: Mass Communication Theory & Practice, Maffield Publishing
8. ShyamParmar – Folk Media in India, Gekha Books 1975
9. Joshi U:Text book of Mass Communication Anmol 1999
10. Dey P. K: Perspectives in Mass Communication, Kalyani Publishers1997
11. Bharti S: Mass Communication and Society, Avishkar Pub New Delhi2008
12. Puri M :Outlines of Mass communication, Pragun Pub New Delhi2006
13. S Gaur – Dimensions of Mass Media and Communication Book, Enclave Kolkata 2006
14. Ojha N: Mass Media and Communication, ABD Pub New Delhi2006
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MC102
Development of media and Media Law
5 Credits Points Total Marks - 50
Group A: Development of media
Credits Points 2.5 Total Marks - 25
Sl. Teaching Time
Topics Details
No (Hours)
Early days and I. James Augustus Hicky L P T Total
emergence of II. Baptist missionaries
vernacular III. Rammohan Roy
1 IV. Derozians and their contributions.
newspaper/journals in 8 - 2 10
Indian New V. The dissemination of Western scientific idea :
awakening 19th and 20th century Bengali journal

Indian National I. Hindu Patriot and Harish Ch. Mukherjee

2 Movement and the II. The Amrita Bazar Patrika.
III. Vernacular Press Act (1878) 5 - 1 6
Contemporary Press :
Major Debates IV. Role of Mahatma Gandhi
I. API, UPI, PTI, UNI etc.
Emergence of Indian
II. The Times of India, The Statesman; The Hindu
3 news agency system
The Hindustan Times, The Indian Express, The 3 - 1 4
and Indian Newspaper
Navbharat Times, Hindustan,
business
MalaylaManorama ABP etc.
4 I. 1st Press Commission and its recommendations
Press Commissions 4 - 1 5
II. 2nd Press Commission and its recommendations
Total 20 5 25
Reading List

i. Natarajan: ‘History of Indian Journalism’, Publications Dvn. (Reprint 1997).

ii. RangaswamyParthasarathi: ‘Journalism in India’, Sterling Publishers, 1989.
iii. Kumar K. J.: ‘Mass Communication in India’, Jaico Publishing House, 2000
iv. M. Chalapathi Rau: ‘The Press’, National Book Trust, India, 1974
v. Mehta, D.S.: ‘ Mass Communication and Journalism in India’, Allied Publishers Private, 1996
vi. Elizabeth Grey: ‘The Story of Journalism’, Houghton Mifflin, 1969
vii. Nandalal Bhattacharyya : ‘SambadPatraerEtibrittya’, Lipika publishers, 1999
viii. MohitMitra : ‘History of Journalism’, National Book Agency, 1969
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Group B: Media Laws & Ethics

Credits Points2.5 Total Marks - 25
Teaching Time
Sl. (Hours)
Topics Details
No
L P T Total
i.Defamation,
ii.Copy Right Act,
iii. Contempt of Court,
iv. Working Journalist Act 1955,
Laws of the Press- v. Official Secrets Act
1. 14 - 2 16
Constitutional Provisions vi. Right to Information
vii. Constitutional provisions for
Freedom of Speech and Expressions-
Article 19
viii. Cyber Law
Role and functions of the
i. Composition, Function and the Role
2. Press Council-1965 Act 3 - 1 4
of the Press Council
/l978 Act.
i. Code of Ethics for Journalist.
3 Code of Conduct- 3 - 2 5
ii. Code of Ethics for online media

Reading List
1. DurgadasBasu:’ Laws Of The Press In India’, Prentice Hall Of India, 1980
2. Ra Yudu C S : ‘Communication Laws’, Himalaya Pub. House,1995
3. UmrigarM : ‘Journalist And The Law’.
4. DurgadasBasu : ‘Indian Constitution’ Lexisnexis,1998.
5. SomeswaraRaoB.‘Journalism:, Codes And The Law’, Academy Of Communication &
Media1997.
6. Rrports 1) ‘First Press Commission Report.
7. Second Press Commission Report.
8. .Ahuja, B.N.: ‘Historty of Press, Press Laws and Communication’, Surjeet Publications, 1988
9. Mankakar, D.R. :‘Press and Pressure’.Indian Book Co., 1973.
10. Jan R. Hakeculdar:‘Media Ethics and Laws’.Anmol Publications, 1998
11. Manna. Banshi—(i) ‘Mass Media & Laws in India’(ii)’ Bharater Press Ayne’. Academic Publ,
2003
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MC 103
Advertising and Marketing Communication
Credit Point 5 Total Marks – 50
Teaching Time
Sl.
Topic Details (Hours)
No
L T P Total
Advertising –definition as communication function and as
Fundamentals marketing function -.
1 of Classification of Advertising 7 1 - 8
Advertising Socio-economic effects of advertising
Advertising Communication
Marketing – definition and meaning
Advertising 4 P’s of marketing – marketing mix – promotion mix
2 and Branding – meaning, need and ways of Branding 7 1 - 8
Marketing USP And Selling Points
Market positioning - Strategies and tactics
Advertising Advertising planning process
3 4 1 - 5
Objective Advertising objectives – DAGMAR Model
Advertising Advertising Appropriation – budget making process – different
4 4 1 - 5
Budget methods
Copy writing - Copy appeal:- Elements of copy: Headline, body
Adverting
5 copy, closing idea 7 1 - 8
Creativity
Story board – online advertising
Media characteristics: reach, frequency, impact, continuity,
Media dominance.
6 5 1 - 6
Planning Selection of media – factors influencing media selection
Media Scheduling – different pattern
Advertising Agency vs. Advertising Department
Advertising
7 Organizational structure and functions 5 1 - 6
Agency
Agency Compensation
Advertising Ethics of advertising
8 3 1 - 4
ethics Code of conducts
Total 42 8 - 50
Reading List:
1. Aaker, Batra, Myers. Advertising Management. Dorlin Kindersley (India). 2006.
2. David Ogilvy. Confessions of an Advertising Man. Southbank Publishing, 2011.
3. David Ogilvy. Ogilvy on Advertising. Prion Publishing Group. 2011
4. Jaishri N Jethwaney . Advertising. Phoenix publishing House Pvt. ltd. 1999
5. John O'Shaughnessy, Nicholas J. O'Shaughnessy. Persuasion in Advertising. Psychology Press,
2004.
6. Larry Percy, Richard Rosenbaum-Elliott. Strategic Advertising Management. Oxford University
Press. 2009.
7. Philip Kotler . Marketing management. Prentice Hall of India, 2000
8. S.A. Chunawalla; K.C. Sethia. Foundation of Advertising: theory and practice. Himalaya
publishing House. 1999.
9. SarojitDatta. Advertising Today In the Indian. Profile Publishers. 1994
10. William F. Arens. Contemporary Advertising. Tata McGraw-Hill Education, 2004.
11. William Wells, John Burnett, Sandra Ernst Moriarty. Advertising: Principles and Practice. Prentice
Hall, 2003.
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MC104
Public Relations and Corporate Communication
Credit Point 5 Total Marks – 50

Sl L P T
no
1 Introduction of Public Definition, Nature and Scope of Public Relations 6 0 0
Relations Concept of Business Communication
Public relations & its relationship with Advertising & Lobbying,
Propaganda
Theorizing the Public Relations :-
• Grunig’s Theory- System Sub system theory
• Reality and confirmation theory of public relations
• Two-way Models of Public Relations
PR Theories - Culture & Society
RACE Formula
2 PR Planning PR planning : Process & execution 5 0 0
Modern theories of PR Planning
Management Perspectives in PR Planning
Approaches of Integrated Communication PR
A Discourses of PR- Approaches & Ideas

4 Media relations Media for external publics 6 0 1

Guidelines for good media relations
Media Relations - Tools & Challenges
Media Relations & Promotional Communication
New Media and Public Relations: – Observations by Duhe
• Public relations and new media technology
• Online social network and PR Promotion
• Social Media @work- Employees as reputation agent

Issues, approaches, challenges and application of social media/

digital media platform for Corporate Communication during COVID
epidemic period
5 Introduction to Corporate Definition, scope & evolution of corporate communication in India 6 0 0
Communication Identification and understanding corporate goals,
Corporate strategy and corporate Niche
Emerging power of digital media for B2B Brands
Brand with leadership & trust – TATA
Brands with nations building – L&T
Brand for social digitilaztion – Infosys
Corporate Employee relations
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6 Corporate Social CSR & PR : Concept, Definition and Interdependence ; 10 0 2

Responsibility- Issues & CSR – Different thoughts of business and social thoughts
Ideas Theories of CSR – Triple bottom line theory, Theory of utility &
stake holder theory – P3 Theory
CSR & Value Creation Model
Role of NGO in CSR Activities
Funds for NGOS & CSR –Promotion & Debate
Ministry of Corporate Affairs, PM s Care Fund & COVID 19
Pandemic –Approaches of CSR
How marketers are now focusing on CSR in current COVID-19
situation
CSR Expenditure to Fight COVID-19- Case Studies
CSR Vis a Vis Employee and Community Relations: An Alternative
approach in COVID 19 and After

8 Corporate Crisis Corporate Crisis and Crisis communication - Planning & Execution 6 0 1
New Nature of Crisis- Increased of Vulnerabilities of modern
societies
Changing landscape of risk Management& Risk Mangers- New
Dimension of Crisis Management Plan
Strategic Crisis Management
Crisis Communication vs meaning Making – Role of leadership
End Crisis- Improving crisis response vs rebuilding trust
Influence of Social Media on Crisis Communication
9 Corporate Identity Brand and Brand positioning 6 0 1
Corporate Brand and Brand Promotions -Coloration, Logo, celebrity
endorsement; Identity and image
Grounded theory of the corporate identity and corporate strategy
dynamic
Six stationed model of Corporate Identity
Managing Brand vs Managing Customers- Role of PR
New Anthem for Open source Branding - Social Media Advocacy
45 0 5

Reading List:

1. JoepCornelissen Corporate Communication : A Guide to Theory and Practice, 4th ed, , Rawat
Publication 2014
2. W. Timothy Coombs , Ongoing Crisis Communication : Planning, Managing, and Responding
4th Ed ,, Rawat Publication 2011
3. J V Vilanilam, Public Relations in India : New Tasks and Responsibilities, Sage publication
2009
4. Corporate Social Responsibility in India , By BidyutChakrabarty , Rutledge, 2011
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5. Corporate Social Responsibility: Concepts and Cases : the Indian Experience , By C. V. Baxi,
Ajit Prasad, Excel Books new Delhi, 2005
6. Corporate Social Responsibility in India, By Sanjay K Agarwal, Response Publication, 2008
Online Public Relations , By David Phillips, The Institute of Public Relations , KOGAN Page
7. The Public Relations Handbook , By Alison Theaker, Rutledge
8. Public Relations: Principles and Practice, By Philip J. Kitchen, Thompson, Hall University
9. An Overview of the Public Relations Function , By Shannon A. Bowen, Business Expert
Press, 2010
10. Social Media and Public Relations: Eight New Practices for the PR Professional , By Deirdre
K. Breakenridge, Pearson Education , 2012
11. Public Relations and the Social Web: How to Use Social Media and Web 2.0, By Rob Brown,
KOGAN, 2009
12. Cases in Public Relations Management: The Rise of Social Media and Activism , By Patricia
Swann, Rutledge, 2014,
13. Corporate Social Responsibility: Definition, Core Issues, and Recent Developments , By
Brent D. Beal, Sage Publication, 2014
14. Public Relations, By Edward L. Bernays, University of Oklahama Press
15. Jethwaney, I. N. & Others—Public Relations : Concept, Strategies, Tools,Publisher: New
Delhi : Sterling Publishers Private Limited, 200
16. Black, Sam—Practical Public Relations, Prentice Hall Trade; Revised edition (April 1983)
17. Crisis Management: Leading in the New Strategy Landscape, Second Edition, Rawat
Publications , 2013
18. Effective Public Relations — Scott M. Cutlip, Allen H. Center, Glen M. Broom. Delhi:
Pearson Education, 2006.
19. Corporate Communications — Joseph Fernandez. New Delhi: Response Books, 2004.
Excellence in Public Relations and Communication Management ; edited by James E.
Grunig, Routledge 2008
20. Introducing Public Relations: Theory and Practice, By Keith Butterick, Sage, 2011
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MC105
Computer Application in Media
Credits Points 5 Total Marks 50
Sl.No Topics Details Teaching Time
(Hours)
L P T Total
1 Introduction to • Concept of software and hardware. - - 8 8
Computer • Concept of data and information.
Application • Elementary concepts of DOS commands
and Windows.
• Text editing using MS WORD.
2. Environment of • Details of a presentation software like - - 11 11
Computer Power Point.
application in • MS Word and Excel
media. • Concepts of Operating Systems like Dos
and Windows

3. Software • Photoshop /Corel Draw - - 8 8

4. Introduction to • Designing web page using HTML. - - 23 23
Web Design. • Elementary concepts of networking.
• Internet : Dial up access, shell vs
TCP/IP account. Introduction to domains
&address, IP addresses. Introduction to www.
Searching information from www.
Communication using E mail.
Total 50 50
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MC201
International Communication and Globalisation
Credits Points 5 Total Marks 50
SI Teaching Time
Topics Details
No (Hours)
Basic concept of i. Political, economic and cultural dimensions of L P T Total
1 international international communication.
communication- ii. Problems and prospects of international 6 0 1 7
communication.

Communication as i. UNO's Universal Declaration of Human Right

2
human right - and communication. 5 0 1 6
ii. Communication as Human Right.
International news i. Imbalance in international News Flow-reasons
3
flow behind. 5 0 1 6
ii. controversy on the free flow vs. balance flow
UNESCO's role in
i. New International Information and
4 global
Communication order-Demand for NWICO. 5 0 2 7
communication- ii. Mc Bride Commission and its report and impact.
Non aligned news
i. Non Allied Movement (NAM).
5 agencies 3 0 1 4
ii. NANAP-operations, success and failure.
pool(NANAP)
i. Media imperialism.
Post globalization
issues in ii. Cultural imperialism - criticism.
6 iii. Effects of globalization on media systems and 8 0 2 10
international
transnational media ownership.
communication -
iv. Net Colonialism and Neo colonialism.
Impact of
i. ICT and global communication-changing shade.
new
7 ii. Global Village-concept and Reality. 8 0 2 10
communication
iii. Internet-effect and impact.
technology
Total 40 0 10 50
Reading List
i. Hamelink, Cees : ‘Cultural Autonomy in Global Communications’, Longman, London,1983.
ii. Macbride, Sean, : ‘Many Voices, One World’, UNESCO,PARIS, 1980.
iii. Kumar Keval J &Biernatzki We: ‘International News Flows: Communication Research Trends’,
Jaico Publishing House, 1999.
iv. Rogers Everett: Communication Technology The News Media in Society, Coller-Macmillan.
London, 1988.
v. Singhal, Arvind& Rogers, Everett: India's Information Revolution, Sage Publications, New Delhi,
1989
vi. Mohammadi Ali( ed) : International Communication Globalisation, Sage Publications, 2003.
vii. McNair : Political Communication,Psychology Press, 2003.
viii. Moulana, Hamid : International information flow, Sage Publications, 1998.
ix. Boyd Barett : International News Agencies, Sage Publications, 1998 .
x. Fred E Jandt -Intercultural Communication, New York : Harper & Row, 1973
xi. Richard Mead- International Management Cross Cultural Dimensions,Wiley, 2005
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MC202
Reporting and Writing
Credits Points 5 Total Marks 50
Teaching Time
Sl
Topic Details (Hours)
no
L P T Total
1 News definition ,elements, sources 3 -- 1 4
2 Writing hard and soft news inverted pyramid style 9 - 1 10
3 Reporter Duties, responsibilities, functions 1 - 1 2
Crime ,Business, Rural, Legal Political, Sports,
4 Specialised reporting Science, Environment 6 - 1 7
5 Feature definition, types, importance 7 - 1 8
6 Editorial importance, choice of subject ,presentation 8 - 1 9
Investigative and qualities, planning, style, scope ,importance
7 2 - 1 3
Interpretative reporting
types, planning, preparation & conducting
8 Interview 2 - 1 3
interview
9 Reviews types, assessment 2 - 2 4
Total 40 - 10 50
Reading List
1.Hobenberg J : The Professional Journalist, Oxford IEH Publishing Company, New Delhi.
2. Kamath,V :The Journalists Handbook, Vikas Publishing House, New Delhi
3.Hough G A : News Writing Kanishka Publishers, New Delhi,
4.Mencher, M : Basic News Writing, W Brown Publisher UK
5.Srivastava, K.M. : News Reporting & Editing.
6.Crump&Soencer : Fundamentals of Journalism.
7. ParthasathiR : Journalism In India.
8.Harris, Geoffrey & Spark, David : Practical Newspaper Reporting.
9.Mcdougal C D: Interpretative Reporting.
10. B.N Ahuja& S.C Chabra – News Reporting ,Surjeet
11. S Bhattacharya – News Coverage : Reporting & Editing Kanishka. New Delhi 2010
12. Mames M Neal and Suzanne S Brown: News Writing and Reporting.
13. Williams P. N: Investigative Reporting and Editing
14. Fedler F: Reporting for the Print Media
15. Chauhan S & Chandra N: Foundations of News and Journalism Kanishka New Delhi
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MC 203
Editing and Designing
Credit Point 5 50 Marks
Teaching Time
Sl Topic Details (Hours)
L T P Total
Editing: Editing-meaning-Principles of editing: 6 C’s
1 6 1 - 7
fundamentals News- concepts, determinants (values), structure
News desk-editor and his team-editorial board
Structure and
News editor- duties and responsibilities
2 Functioning of 6 1 - 7
newsroom Chief sub-editor-duties and responsibilities
Sub-editor- duties and responsibilities
Copy testing
Copy
3 Copy editing marks 6 1 - 7
processing
Proof reading
Intro and Intro writing - types and styles
4 5 1 - 6
headline Headline writing – principles
Editing agency copies-
5 Agency copy 2 1 - 3
Selection, integration, updating
Typography: Basic principles
6 Typography 5 1 - 6
Main typography-typefaces and families
7 Page design Principles of Newspaper Design- Elements of design. 9 1 - 10
News photo – selection criterion
8 Photo editing 3 1 - 4
Photo editing
Total 42 8 0 50

Reference:

1. David Wainwright . Journalism made simple. Heinemann, 1982

2. F.P. Hoy. Photo Journalism
3. Geoffery Roger. Editing for print. Macdonland& Co., London, 1986
4. John Hohenberg . The Professional Journalist: a guide to modern reporting practice. Holt, 1966
5. Judith Butcher. Copy – Editing, Cambridge University Press, 1992
6. K.M. Shrivastava. News Reporting and Editing. Sterling publishers Pvt. Ltd. 2011
7. M.V. Kamath. Professional Journalism. Vikas Publishers. 1980.
8. N.N. Sarkar . Art & Print Production. Oxford University Press, 2008
9. Ron.F. Smith and Loraine M. O'Connell. Editing Today Wiley. 2003
10. SourinBanerji. News Editing in Theory and Practice. K.P. Bagchi, 1992
11. T.J.S.George. Editing. IIMC New Delhi. 1989
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MC204
Media Management and Economics
Credits Points 5 Total Marks 50
Sl. Topics Details Teaching Time
No (Hours)
L P T
1. Management-An Management Concepts and Process 2 0 0
overview Management theories
Management functions and professional need for training
Marketing Communication

2. Media Economics Concept of market 6 0 2

Media and finance
Fundamentals of economic theory
The market and its mechanisms in mainstream economic thinking
Fundamental differences between mainstream and alternative
economic approaches
The transformation of global media industries
Business Ethics and Management by Indian Values
Rethinking media economics

3 Ownership patterns Major patterns of ownership with special reference to India- Chain 3 0 2
ownership, Cross Media , Vertical integration, Conglomerate
Concentration of Media ownership
Editor status & Declination of Editor’s status

4. Issues of Media Consumer Behaviour 4 0 1

Management Organisation Behaviour
Human Resource Management
Marketing Management
Strategic Management
Supply Chain Management
Business ethics
Growth of Online Media and Portal : Issues and structure
Online platform- Recent trend;management policies; extent of technical
glitches ; nature of audiences
5 Social Media Social Media Management Chain. 7 0 2
Management and Convergent media and Model of Convergent Media market and
Business Model economy
Social media in Companies; Integrated approaches of Social media
Strategy
Economics of New Media: Content, Production & Consumption
New Marketing Communication in social media business
Social networks as marketing tools for media companies
6 Media Research Scope of audience analysis 6 0 2
Quantitative Techniques
Survey technique
TRP Calculation
BARC Method
ABC
 15 of 37

TRP Vs Market and Media Vs Market – Debate and Discussion

7 FDI and Indian media Legal, Political and economical issues of FDI in Indian Media Industry 6 0 1
FDI in Radio, Print, TV, and Film Industry
Nature of FDI:-
Merger & Acquisition ; Building New Facilities ; Intra Company Loans
; Reinvesting profits earned from overseas operations
Involvement through FDI:-
Production ; Marketing & Service ;R & D ; Access of Raw materials
and other resources ; Managerial Control ;
Content design and Interference of Editor s Freedom

8 COVID 19 & Media Negative Impact on Ad and Sales - Suspension of movie and television 6 0 0
Industry production; Delays in release dates; Social distancing creates serious
impact on all shooting schedule

Challenging of Circulation and Supplementary Publication During

Lock down Period
Problem of circulation- logistic and others
Boost of Digital Media - video and music streaming and downloads, as
well as online publications; e paper, e edition and web portal

Reading List:
1. Alan B. Albarran, Sylvia M. Chan-Olmsted, Michael O. Wirth, Handbook of Media Management
and Economics, L. Erlbaum Associates, 2006
2. Lucy Küng, Strategic Management in the Media : Theory to Practice, Jönköping International
Business School, 2008
3. RamanujMajumdar, Product Management in India , Prentice – Hall of India Private Limited 2nd
Edition, New Delhi, 2007
4. Rajesh Das &Dr. P. K Bandyopadhyay Edited : Mass Media & Society in Post Globalization
Period: Issues & Approaches’, Published by: Union Bridge Press, an imprint of Wimbledon
Publishing Company Limited, UK, 2013
5. Mathur, B.S., Principles of Management, National Publishing House, 1998
6. The Power of A Billion : Realizing the Indian dream, FICCI-KPMG : Indian Media and
Entertainment, Industry Report 2013
7. Vanita Kohli-Khandekar, The Indian Media Business ( I, II, III, &IVthed), Sage Publication, 2013
8. Report on The Indian Entertainment and Media Industry, by FICCI,2010 to 2020
9. Handbook of Social Media Management: Value Chain and Business Models in Changing Media
Market , edited by Mike Friedrichsen, Wolfgang Mühl-Benninghaus, , Springer, 2013.
10. Social Media Management: Technologies and Strategies for Creating Business Value,By Amy Van
Looy, Springer, 2016
11. Understanding Media Economics, By Gillian Doyle, SAGE, 2002
 16 of 37

MC 205
Online Media
Credits Points 5 Total Marks 50
Teaching Time
Sl (Hours)
Topic Details
no
L P T Total
History of Online Media and Inception of Internet and
1 7 - 2 9
Characteristics distinctiveness of the medium
Direct interactions between G2C
2 Governance through Online Media 9 - 2 11
and C2G etc.
Mass communication and Online Content of online mass mediums
3 7 - 2 9
Media and citizen journalism
Interpersonal and Group
Mobile telephones and social
4 communication through Online 7 - 2 9
networks
Media
Contemporary issues and Online
5 Economic and Social impacts 10 - 2 12
Media
Total 40 - 10 50

Reading list:
Baym, N Personal Connections in the Digital Age, Polity. 2010
Dewdney, A., & Ride, P. The new media handbook (1st ed.). New York, NY: Routledge. 2006
Fenton,N. New media, Old news: Journalism and democracy in the Digital age, London: Sage. 2010
Gangopadhyay S edt: Digital Media- Emerging Issues, Suhrid Kolkata 2014
Ganesh TK: Online Media –Building the Global Audience GNOSIS New Delhi 2006
Kung, L., Picard, R. and Towse, R. (2008) The internet and mass media. 1st ed. London: Sage.
Lister, M., Dovey, J., Giddings, S., Grant, I., & Kieran, K.(2009). New media-A critical
introduction.Oxon: Routledge.
Nayar, P. (2010). An introduction to new media and cyber cultures.Chichester,UK: Wiley-Blackwell.
Rawat DKS: Digital Media and Communication Technology Swastik New Delhi2007
Thakur K– Internet Journalism Dept of Journalism Pune University 2009

MC301
Communication Research
 17 of 37

Credits Points 5 Total Marks 50

Sl Topic Details Teaching Time
No (Hours)
Communication Definition, Elements, Role, Ethics, Function L P T Total
1 Research
10 0 2 12

2 Research Types Basic, Applied, Quantitative, Qualitative 10 0 2 12

3 Research Design Components, Importance, Sampling Design 5 3 2 7

4 Data Collection Primary Sources, Secondary Sources, Measurement 5 2 2 7

Tools and Scaling Techniques
Statistical Mean, Median, Mode, Correlation, Standard 10 5 2 12
5 Methods Deviation, ANOVA Technique, Chi- Square Test,
Report Writing
Total 40 10 50

Reading List

1. Wimmer& Dominick: Mass Media Research. Cengage Learning.2013

2. Berger A: Media Research Techniques. Sage.1998
3. Priest S.H: Doing Media Research .Sage.2009
4. Rubin R. B. etal:Communication Research Measures, Guilford Press2010
5. Singh. Kultar: Quantitative Social Research Methods, New Delhi: Sage.2007
6. Babbie. Earl: The Practice of Social Research, California, Belmont: Wadsworth Publishing
Company.2013
7. Kothari CR: Research Methodology: Methods and Technique, New Age International 2004
8. Bhattacharya, D.K. Research Methodology, New Delhi: Excel Book2003
9. Berelson B:Content Analysis in Communication Research, Free Press New York1952
10. Ackoff, RL: The Design of Social Research, University of Chicago Press Chicago 1956
11. Ghosh B N: Scientific Methods and Social Research, Sterling Pub New Delhi 1982
12. Tandon BC: Research Methodology in Social Sciences, Chaitanya Pub Allahabad 1979

MC 302
Development Communication
 18 of 37

Credit Points 5 Total Marls 50

Teaching Time
SI.
Topics Details (Hours)
No
L T P Total
Introduction to
Development and social change: Historical perspectives -
1 development 5 1 - 6
Issues and post-colonial conceptions
studies
Growth vs. Development
Understanding Gap between developed and developing Societies
2 7 1 - 8
development Development indicators
Poverty
Characteristics of under developed countries
Developing
3 Characteristics of Indian society – demographic and 4 1 - 5
Societies
sociological impact of communication
Meaning - concept- definition – origin
Development
4 Participatory communication and empowerment 4 1 - 5
Communication
Bretton Wood School- international agencies
Approaches to
Diffusion / extension - mass media and modernization
5 Development 4 1 - 5
approach - D S C - Localized approach
Communication
Discourse of Deconstruction of dominant paradigm of communication
6 Development and development - Responses and critique of dominant 9 1 - 10
Communication models.
Emergence of global civil societies, public sphere, global
Recent
7 communication system – nation state-universal, national 5 1 - 6
developments
communication policies
SITE
8 Indian experiment 4 1 - 5
Kheda programmes
Total 42 8 0 50

References:

1. ArvindSinghal, Everett M Rogers. India's Communication Revolution: From Bullock Carts to

Cyber Marts.
2. J V Vilanilam. Development Communication in Practice. India and the Millennium Development
Goals. Sage. 2009.
3. J. Servaes (Ed.), Sustainable Development and Green Communication: African and Asian
Perspectives. London/New York: Palgrave Macmillan, 2013
4. Jan Servaes. Communication for Development and Social Change, Sage Publications. 2009.
5. K. E. Eapen, Srinivas R. Melkote, SandhyaRao. Critical issues in communication: looking inward
for answers : essays in honor of K.E. Eapen. Sage, 2001.
6. K.Mahadavan, KiranPrasad,Youichi Ito and VijayanPillai. Communication, Modernisation and
Social Development: Theory Policy and Strategies (2 volumes), BR Publishing Corporation, New
Delhi. 2002.
7. Kiran Prasad New Media and Pathways for Social Change: Shifting Development Discourses.
BRPC: New Delhi. 2012.
8. Kiran Prasad. Communication for Development: Reinvesting Theory and Action (2 volumes,)
BRPC: New Delhi. 2009..
 19 of 37

9. Kiran Prasad. Information and Communication Technology: Recasting Development. BR

Publishing Corporation, New Delhi. 2004.
10. LinjeManyozo. Media, Communication and Development: Three Approaches. Sage. 2012.
11. MelkoteSrinivas R., H. Leslie Steeves. Communication for Development in the Third World:
Theory and Practice for Empowerment.:. Sage. 2001
12. Rajbir Singh. Development Communication. Pinnacle Technology. 2006.
13. Uma Narula, W. Barnett Pearce. Development as communication: a perspective on India. Southern
Illinois University Press, 1986
14. Uma Nerula. Development Communication: Theory and Practice. HarAnand. 2004

MC 303A
Health Communication
 20 of 37

Credits Points 5 Total Marks 50

Sl Topics Details Teaching

No Time (Hours)
L T P
1 Health Health and Hygiene- Concept, Definition & Approach 6 0 0
Communicati Health Communication – Health Literacy- Health Education & Health
on – An Advocacy – Idea & Articulation
Introduction Factors of Health Communication- Social, Bio- Cultural, Communicational ;
Biological & Psychological
Health Issues and challenges in rural and urban India
Public health- Concepts and Programmes
Ministry of Health and Family Welfare
2 Theories Theories & Model of Health Communication ; IEC ; KAP ; BCC ; HBM 5 0 0
Rhetorical and semiotic tradition of health communication
Phenomenological tradition and dialogic action
Cybernetic tradition

3 Perspectives Cultural perspectives 6 0 0

of health Emotional perspectives
Communicati Cognitive resonance
on Socio-psychological Notions of Health and Hygiene
Wellness concept of health communication
Discourse analysis

4 Variables for
Behavioural belief and outcome in health communication 6 1 0
integrated Normative belief and motivation
health Control belief and perceived power
communicati Factors for integrated health communication – norms, attitude, self efficacy,
on system skills, emotions , abilities intension
Status of Health Literacy Research in Health Communication : Scope and
Opportunities
5 Media and Role of Communication in Health Awareness Programme 8 2 0
Health Health information and communication system
Communicati Message design for Health awareness for mass media
on Content analysis of Health Programme in Radio , Community Radio and TV
Health Reporting in Newspaper
Telemedicine- Approaches and Inclusion
The Use of Social Networking Sites (SNSs) in Health Communication
Campaigns: Review and Recommendations
Approaches of health communication through mobile communication and on
line media
 21 of 37

Cultural and Cultural psychology of Health and well being 6 0 0

Psychology Advocacy, communication and social mobilization- WHO s Observation on
of Health TB
Communicati Polio Communication- Challenges on Social, Cultural and Religious Issue;
on in India Role of UNESCO
‘BULA DI’, campaign and NACO- AIDS Campaigning Programme
Emic & Etic Approaches
NFHS – Challenges of Family Planning and modern contraceptives
Socio- Psychological Behaviour and Barrier – COVID 19

6 COVID 19 COVID 19- An Overview 8 2 0

The economic, geopolitical and health consequences of COVID-19

Critical health crisis & challenges of Communication –COVID 19
New Nature of Health Crisis- Defining Ecology of Health Advocacy
Inter cultural & Cross Cultural Communication during Corona Epidemic- Role
of an Integrated health Communication
Media Advocacy & Media Text on COVID 19
Advocacy for Mental Health & Health Policy - Guidelines of WHO regarding
COVID 19 Pandemic
Health awareness campaign shifting to digital mode - Case study on Corona
virus pandemic
How governments are communicating online during the COVID-19 crisis
Ensuring Direct & Fact Based Communication- Role of State
Fight Against Corona Virus – Bhilwara Model & Kerala Model
COVID-19 and its Impact on the Healthcare Economy
45 5 0

Reading List:

1. Health Communication: From Theory to Practice, By RenataSchiavo, John Wiley & Sons Inc, 2007
2. Health Communication, By Richard K. Thomas, Springer , 2006

3. Rao, K. (1974). Studies in family planning, India. New Delhi: Abhinav Publications
4. Combating AIDS: Communication Strategies in Action , By ArvindSinghal, Everett M Rogers , Sage
5. Health Communication: Theory And Practice: By Berry, Dianne, Open University Press, Mc Grow
Hill Education. , 2007
6. Health Communication Message Design: Theory and Practice , edited by Hyunyi Cho, Sage, 2012
7. Public Health Communication: Evidence for Behavior Change, edited by Robert Hornik , Rutledge ,
2002
8. Writing Health Communication, An Evidence-based Guide, Edited by: Charles Abraham - University
of Exeter, UK , MariekeKools - Maastricht University, Netherlands, Sage
9. Health Communication: Theory, Method, and Application, edited by Nancy Grant Harrington, 2015.
Rutledge
 22 of 37

10. The Routledge Handbook of Health Communication, edited by Teresa L. Thompson, Roxanne
Parrott, Jon F. Nussbaum, 2011, Rutledge
11. Dalal, A. K. (2016). Cultural psychology of health in India: well-being, medicine and
traditional health care. Los Angeles: SAGE.
12. Health Translation and Media Communication, A Corpus Study of the Media Communication of
Translated Health Knowledge, 1st Edition, By MengJi, Routledge
13. Health Communication and Mass Media , An Integrated Approach to Policy and Practice, 1st Edition
, Edited by Rukhsana Ahmed, Benjamin R. Bates , Routledge
14. The Power of the Media in Health Communication, 1st Edition , By ValentinaMarinescu, Bianca
Mitu , Routledge
15. Health Communication, Theory, Method, and Application, 1st Edition , Edited by Nancy Grant
Harrington , Routledge
16. Health and Safety Communication, A Practical Guide Forward, 1st Edition, By David S.
Anderson, Richard E. Miller , Routledge
17. Community Involvement in Health , From Passive Recipients to Active Participants, 1st Edition ,
By Jan Smithies, Georgina Webster , Routledge
18. Mobile Communications and Public Health, 1st Edition , Edited by Marko Markov , CRC Pres
19. Media Advocacy and Public Health , Power for Prevention ,Lawrence Wallack - Portland State
University, USA, Lori Dorfman - Berkeley Media Studies Group, California , David Jernigan - Marin
Institute, California , MakaniThemba-Nixon - Director, Grassroots Innovative Policy Program,
Applied Research Center, Oakland, CA
20. Health Infrastructure in Rural India: 2004, Ministry of Health and Family Welfare, Government of
India
21. Health Sector Reforms: 2003-2007, Department of Health & Family Welfare, Government of West
Bengal
 23 of 37

MC 303B
NGO and Advocacy Communication

5 credit 50 marks

Topics Details Teaching

Time (Hours)
L P T
Locating Definition, ideas and structures of NGOS 6 0 1
NGOs What is NGOization
The NGO Boom
Civil Society, Political Society & Public Sphere- An Overview

Advocacy and Communication for Literacy & Advocacy 8 0 2

communication Policy Advocacy of t he NGOs working on Health & Hygiene
strategy Policy Advocacy of NGOs working on Agricultural Extension
Policy Advocacy of NGOs working on Gender Issues
Policy Advocacy of NGOs working on Environmental Issue

Theorizing Vertical Minds Vs Horizontal Cultures - A Dimension of Participatory 10 0 2

of NGOs Culture by NGOs
Communicat Hybrid Interaction & NGOs - Human Rights & Development in Cultural
ion & Perspectives
Advocacy Panoptic View of NGO’s Communication – A Discourse approach of
Communication & Development
Contradiction or concurrence on Communication & development Approach
: Role of GOs and NGOs
Community Media Identities and Articulation for Advocacy based
Communication – Scope of NGOs

Accountabili NGOs Inclusion in Governance & Public Accountability 8 0 1

ty- Culture & Cultural Diversity & Communication of Development – Role of NGOs
Sustainabilit Involving People and Evolving Behavior : NGOs Experiences
y - Niche of Public Advocacy – Role of New Media
NGOs An Introduction of Sustainable development & NGOs
COVID19 & COVID epidemic & an integrated Social Impact: Role of NGOs 10 0 2
NGOs Mobilizes of NGOs to combat COVID-19 & help migrants’ workers-
Role of Government
Mission Million: The grand dream driving Mask for India's -Fight of
NGOs
COVID 19 Test for Homeless people- NGOs Contribution
Towards an inclusive awareness - about prevention, hygiene, social
distancing, isolation and combating stigma- Combined efforts by the
government & NGOs

42 0 8
 24 of 37

Reading List:
1. Servaes, Jan. Handbook of Communication for Development and Social Change. Springer
Singapore, 2019.
2. Richards, Michael, et al. Communication and Development: the Freirean Connection. Hampton
Press, 2001.
3. Patel, Fay. Information Technology, Development, and Social Change. Routledge, 2012.
4. Servaes, Jan. Technological Determinism and Social Change: Communication in a Tech-Mad
World. Lexington Books, 2015.
5. Servaes, Jan. Sustainable Development and Green Communication: African and Asian
Perspectives. Palgrave Macmillan, 2013.
6. Lang, Sabine. NGOs, Civil Society, and the Public Sphere. Cambridge University Press, 2012.
7. Gurung, Binit. “Advocating Policy Concerns: Communication Strategies of
NGOs.” Academia.edu,
www.academia.edu/19401308/Advocating_Policy_Concerns_Communication_Strategies_of_NG
Os.
8. Rugendyke, Barbara. NGOs as Advocates for Development in a Globalising World. Routledge,
2007.
9. Jain, R. B. NGOs in Development Perspective. VivekPrakashan, 1995.
10. Islam, M. Saiful. Pursuing Alternative Development: Indigenous People, Ethnic Organization and
Agency. Palgrave Macmillan, 2015.
11. Edwards, Michael. Making a Difference: NGOs and Development in a Changing World. Earthscan
Publ., 1997.
12. Dibie, Robert A. Non-Governmental Organizations (NGOs) and Sustainable Development in Sub-
Saharan Africa. Lexington Books, 2008.
13. Goel, O. P. Role of NGOS in Development of Social System. ISHA Books, 2004.
14. Bebbington, Anthony, et al. Can NGOs Make a Difference?: the Challenge of Development
Alternatives. Zed Books, 2013.
15. Rugendyke, Barbara. NGOs as Advocates for Development in a Globalising World. Routledge,
2007.
 25 of 37

MC 304A
Women & Media
Credits Points 4 Total Marks 50
Teaching Time
Sl
Topic Details (Hours)
no
L P T Total
i. Gender Roles and Stereotyping.
Women
1 ii. Notions of Masculinity and Femininity, Gender Gaps. 9 - 1 10
and media
iii. Theories and concepts.
i. Women and Print Media
Depiction
ii. Women and Audio Visual medium
2 in Mass 7 - 1 8
iii. Representations of women in fiction and non- fiction
media
television genre
i. Women and Advertisements – Consumerism,
Portrayal in objectification and misrepresentations
3 advertisem ii. Recent trends in Representation of the images of Women 7 - 1 8
ents in advertisement, changes.
i. Women and Film- representation and clichés
Women
4 ii. Changing trends in Representations. 7 - 1 8
and Films iii. Women Directors and Women –centric films
Women i. Women and New media
5 and new ii. Gendered technology 7 - 1 8
media iii. Women empowerment through new media
Representat i. Status of women working in media industry
6 ion in ii. The gendered structure of the media and women 7 - 1 8
media journalists,
Total 44 - 6 50

Reading List

1. Prasad K: Women and Media, The Women Press2005

2. Prasad K: Communication and Empowerment of Women, The Women Press2004
3. Sarikakis K and Shade L. R: Feminist Intervention in International Communication: Minding the
gap, USA, Rowman and Littlefield.2008
4. Prasad K: Women, Globalization and Mass Media: International Facets of Emancipation, New
Delhi, B.R.Publishing Corporation.2003
5. Joshi S and Prasad K :Feminist Development Communication: Empowering Women in the
Information Era, New Delhi: The Women Press. 2009
6. Munshi S: Images of Modern Women in Asia, Curzon Press2001
7. Bathla S: Women Democracy and Media, Sage1998
8. Krishnan P &Dighe A: Affirmation & Denial –Construction of feminity on Indian television,
Sage 1990
9. Croteau&Hoynes : Industries Images and Audiences, Sage2002
10. Creedon P J: Women in Mass communication, Sage 1994
11. Freedman J:Feminism Viva Books India 2002
12. Mazumdar R: A short Introduction to feminist theory, Anustup Pub2010
 26 of 37

MC 304B
Photo Journalism
Credits Points 5 Total Marks 50
Sl. Teaching Time
Topic Details
No (Hours)
i. Basic concept of Photography-history and L P T Total
Photography in historical expedition; Function and role of photography
1
perspective; Its role in Communication; Importance of 9 - 1 10
Photograph in journalism.
i. How of camera, lenses and accessories.
2 Technical knowhow ii. Technological changes and its impact 9 - 1 10
iii. Pictures, Smartphone and internet
Photo journalism, Role Role , qualities and responsibilities of photo
3 and responsibilities of journalist; Challenges faced by 9 - 1 10
photo journalist photojournalist.
i. Different Editing tools; Selection of
4 Photo editing photograph and cropping; Editing 9 - 1 10
ii. Caption writing
Practical assignment on Important Issues; (
Photo feature on topical
5 portrait, wildlife, landscape, sports, war, 9 - 1 10
issues fashion, entertainment and advertising)
Total 45 0 5 50
Reading list:
1. Ron Reeder Brad Hinkel Digital Negatives, Focal Press, 2007
2. Steve Heath Multimedia and Communications Technology, Elsevier,2003
3. James A. Folts,Ronald P. Lovell & Fred C. Zwahlen Jr. Handbook of Photography,2002
4. Michael Langford Basic Photography, Focal Press, 2003
5. O.P. Sharma Practical Photography, Hind Pocket Books, 2001
6. Zaheer Husain Khan A Guide to Photography, School of FotoFilm and Television, Delhi 2006
7. Basic Photography – Newnes.
8. The Hanlyn Basic Guide to Photography – Hamlyn
9. History of Photography – Cyernshem G R
10. Photo Journalism – Rothsteline
11. Techniques of Photo Journalism – Milten Feinberg
12. Photo Journalism Manual – Bergin
13. Picture Editing – Stanley E Kalish and Clifton C Edom
14. News Photography – Jack Price
15. 1000 Ideas for better News Picture – High Sidley and Rodney Fox
16. Press Photography – Rnede and Mc Cal
17. Pictures on a Page: Photo Journalism, Graphic and Picture Editing – Evans
18. Photo Journalism: The Professional’s Approach – Kebre
19. Newspaper Photography: A Professional View of Photo Journalism today – John
 27 of 37

MC 305 (Minor)
Media, Culture and Society
Credits Points 4 Total Marks 50
Teaching Time
(Hours)
Topic Details L T P Total
Communication -Definition, nature and scope.
1 Media and society Function of mass media. Effects of mass media on 9 1 - 10
individual, society and culture-basic issues.

Audience – nature & types – Active/Passive.

2 Audience Analysis Audience as a mass market. Theories of audience- 7 1 - 8
Uses and Gratification etc.
Media text and sub-text. Media Literacy. Marxist
Interpreting Mass
3 Approach to media analysis. Semiotics. 11 1 - 12
Media
Psychoanalysis. Rhetoric of image.
Media Myth - Media and realism. Culture and sub-
Media discourse culture. Culture Industry. Mass media and mass
4 and popular culture. Popular culture vs. People's culture. Popular 9 1 10
culture texts - popular discrimination (gender, minorities,
children).
Contemporary Postmodernism. The ‘dialogical’ approach to
popular culture popular culture; Cultural populism - celebrity
5 9 1 - 10
and industry-personality as brand name, hero-worship
postmodernism etc. New media – public sphere.
Total 45 5 - 50

Reference:

1. Denis McQuail. Audience Analysis ,Sage Publication, 1997,

2. Andy Ruddock, Understanding Audiences: Theory and Method, 2001
3. Berger, AsaAuthur (1998). Media Analysis Technique. Sage Publications
4. Dorothy G. Singer, Jerome L. Singer Handbook of Children and the Media.. Sage 2001
5. Grossberg, Lawrence et al (1998) Media-Making: Mass Media in a popular culture. Sage
Publications
6. Jennings Bryant. Mary Beth Oliver (Ed). Media Effects: Advances in Theory and Research. II
Edition. Routledge. 2009
7. John B. Thompson. The Media and Modernity: A Social Theory of the Media. Polity Press. 1995
8. Kathryn Woodward(Ed.). Identity and Diffeerences. Sage. 1997
9. Potter, James W (1998) Media Literacy. Sage Publications
10. Shuang Liu, Zola Volcie, Cindy. Introducting Intercultural Communication: Global Cultures and
Contexts. Gallois. Sage. 2011
11. MikkoLehtonen , The Cultural Analysis of Texts , Sage Publication, 2000
12. VirBalaAggarwal. Media and Society: Challenges and Opportunities. Concept. 2002
 28 of 37

MC 400
Social Outreach Programme
2 Credit 20 marks
Teaching Time
Topic
(Hours/Week)
Sl
Social Outreach Programme helps students to understand the community
L T P Total
and to address the contemporary social issues through communication
• To understand the community and their work
1 Objective • To develop the social responsibility
• To gains skills in mobilizing community participants
• Field survey to determine the development program
policies of communication
• Developing the data bank of different communities of
Programme
2 the selected area
Activities
• Audio visual documentation of their lives and
occupation - - 5 5
• Presentation of research project
• Deciding the area of intervention
• Conducting a base line survey
• Identification of problem
Program
3 • Grafting communication strategy for intervention
execution
• Conducting communication program
• Evolution
• Report submission
Total (30 hours of involvement with at least 50 per cent field work)
(Data generated in the research is property of the Department)
 29 of 37

MC 401
Radio
5 credit / 50marks

Sl Topics Details Teaching Time

n (Hours)
o
L T P
1 All India AIR and its role as a medium of mass communication 2 0 0
Radio News Service Division
Social, cultural , political and technical development of All India
Radio

2 Different form FM Radio- FM Stations- Programme Format and presentation 6 0 0

of Radio technique
broadcasting Radio Jockeys
HD Radio
HAM Radio – ARRL
HAM in disaster communication
Internet Radio: Internet radio and online media
Challenges of Internet radio station: Generating listenership;
Royalties for online streaming; Cracking the in-car listenership
puzzle; Lack of a strong brand

3 Community Community radio- Concept, Definition, Approaches and 6 0 0

Radio importance of community radio
Model of community radio- Ribozomatic model
Media –Market and civil society : Challenges of Community
radio
AMARC- Structure , functions, programme and guidelines
Community radio for rural and subaltern communities
Programme content and participatory approaches in programme
content
 30 of 37

4 Community Covid-19: Community radios make a difference with ‘local 8 0 0

Radio & connect’
COVID19 Reassuring voices: How community radio has stepped in to fight
COVID-19
From spreading awareness to debunking myths – Role of in fight
against coronavirus
Where No Newspaper & TV Can Go: Community Radio is
Bridging the COVID-19 Info Gap; A Case Sudsy in Orissa
Community radio to combat Covid-19; A Case Study in
Uttarakhand
Community Radio for the development and awareness among
rural SC/ST Communities - NityanandaJanavani Center, Purulia
West Bengal,

Bangladesh: Communityradiobrings life-saving Covid-19information to rural

communities

5 Radio Programs Formats: News talks, Interviews, Documentaries and 4 0 0

Programme advertisements. Radio Drama
Radio News
Mann Ki Baat- Discourses and Criticism

6 Radio writing Practical Understanding of the Narrative structure: Beginning – 8 2 0

middle – end, Conflict, development, climax, and denouement.
Story, storyline, plot and treatment. Principles of suspense
and surprise
Scriptwriting formats- news reading, radio dramas, jingle,
promos, and talk shows.
Types of radio news bulletins and their structures
Style and presentation of Radio news

7 Radio Editing Radio broadcast console and equipment 8 0 0

and Production Reporting on various types of radio programmes
Online broadcasting
Production-Studio, Recording, Editing, and Radio station
Structure and staff
Phases of radio production
Acoustic treatment of audio studio
Concept of OB van production
Types of microphone
Digital Editing – techniques and strategies
Software application of Radio editing

8 Issues of Radio and music industry 6 0 0

Radio Industry Commercial aspects of radio and music. Income generation
patterns and management principles
Radio Management in India –Economics
and Administrative concerns of government owned electronic
media – Present Status
Private Channels – Social Commitment v/s Profit making –
Quality Control and Cost Effective Techniques
 31 of 37

What Are Radio's Basic Problems and Future Prospects?

48 02 10

Reading List:
1. Chatterjee, P.C., Broadcasting in India
2. Luthra, H.R., Indian Broadcasting. Publications Division, Govt. of India
3. Bhatt, S.C., Broadcast Journalism: Basic Principles
4. Baruah, U.L., This is All India Radio, Publications Division, New Delhi.
5. Shrivastava, K.M., Radio and TV Journalism, Sterling Publishers Pvt. Ltd., New Delhi
8. Masani, Mehra :Broadcasting and People - National Book Trust, NewDelhi,1997
9. AkashBharti National Broadcast Trust : Publication Division, New Delhi, 1987
10. Hellard Robert -, Writing for Television and Radio, Sage 2000
11. Mitchell Stephen, Holt - Broadcast News, Radio Journalism and an introduction to
Television., Rinehart & Winston, rawat publication, 2010

12. Stuart W. Hyde, Television and Radio Announcing, Kanishka Publishers, Delhi. 2007
13. Macliesh Robert - Radio Production Techniques. Macmillan. NY., 2002
14. SinghalArvind, & Rogers Everett - India’s Information Revolution., sage, 1998
15. Sim Harris & Paul Chantler, Local Radio., Sage, 2005
16. Ash, William - The Way to Write radio Drama, BBC,, 2009
 32 of 37

MC402
Television
Credits Points 5 Total Marks 50
Teaching Time
Sl
Topics Details (Hours)
no
L P T Total
Inception in India, Doordarshan, PrasarBharati,
1 History 6 - 1 7
Public Service Broadcasting, Community TV
advent to India, Globalisation of content, impact on
2 Satellite TV 6 - 1 7
audience
basic elements, news script-AVO/VO/Byte/PTC etc,
3 TV news writing 6 - 1 7
interview
4 Camera movements basic shots, basic angles, transitions 4 - 1 5
5 News Room structure, News Editor, Correspondents, Newscaster 5 - 1 6
6 TV production pre production, production, post –production 5 - 1 6
Digitization and Changing and Emerging Technologies analogue to
7 5 - 1 6
Television digital CAS DTH
8 Audience Research BARC, TRP, TAM, STB, People Meter etc. 5 - 1 6
Total 42 0 8 50
Reading List
1..Boyd, Stewart & Alexander: Broadcast Journalism, Focal Press sixth edition2008
2.Owens J &Millerson G :Television Production, Focal Press fifteenth edition2012
3.French and Richard (Eds.): Contemporary Television, Eastern Perspective Sage 1996
4. R.N Acharya – Television in India, Manas Publication 1987 New Delhi
5.Desai M K: Television in India Authors press New Delhi2010
6.Chatterjee P.C:. Broadcasting in India, Sage, New Delhi, 1987
7.Khan J: Basics of Electronic Media, Shipra Pub New Delhi 2006
8.Kapoor D N:,Broadcast Journalism, Mohit Pub New Delhi2006
9.Kohli .V: The Indian Media Business, Response New Delhi2006
10.Siddiqui H: Television Broadcasting, Anmol New Delhi2011
11. RamanujamRC:Television and Radio Broadcasting APH Publishing Delhi 2011
12.JohnsonK: Television and social change in rural India Sage Delhi 2000
13.Ninan S:Through the magic window-Television and change in India Penguin Delhi 1995
14Shrivastava KM:Radio and TV Journalism Sterling India 1989
 33 of 37

MC 403A
Film Studies: Indian cinema
5 credits 50 Marks
Teaching Time
SL. Topic
(Hours)
L T P Total
From magic lantern to moving pictures: Basic
technicality of moving images
1 Birth of Cinema 7 1 0 8
Development of film technique and language: Lumiere
Brothers - Georges Melies - Edwin Stanton Porter
Stages of film making
Cinematography
2 Film Technique 7 1 0 8
Lighting
Editing
Real time and film time
Montage
3 Film Language 7 1 0 8
Mise-en-scene
Deep focus, Flash back, Flash forward
Film Film genre
4 2 1 0 3
Classification Fiction and non-fiction films
Evolution of Indian Cinema –Hiralal Sen; Dada Saheb
Early Indian
5 Phalke 4 1 0 5
Cinema
New Theatres, Prabhat, Bombay Talkies
Satyajit Ray
6 Indian Masters Ritwik Ghatak 6 1 0 7
Mrinal Sen
Parallel cinema – Indian New Wave
Contemporary Globalisation and Indian cinema
7 6 1 0 7
Indian cinema Multiplex culture – new audience
Film Censorship
Critical analysis of films
8 Film Analysis Film journalism 3 1 0 4
Film Review: style and format
Total 42 8 0 50
References:
1. James Monaco . How to Read a Film: Movies, Media, and Beyond. Oxford University Press.
New York. 2009
2. Gerald Mast, Marshall Cohen, Film Theory and Criticism: Introductory Readings. Oxford
University Press. 1985
 34 of 37

3. Quick Jon & Tem La Bau . Handbook of Film Production, Macmillan,NY,1972

4. Bordwell, David . The Cinema of Eisenstein Cambridge: Harvard University Press. 1993
5. Des Lyver, Graham Swainson, Basics of Video Lighting. Taylor & Francis. 2013
6. Blain Brown. Cinematography: Theory and Practice: Image Making for Cinematographers and
Directors. CRC Press, 2016 .
7. History of Indian Cinema by Renu Saran
8. The Cinema of Satyajit Ray by ChidanandaDasgupta
9. Satyajit Ray: In Search of the Modern by SuranjanGanguly
10. Our Films, Their Films by Satyajit Ray

MC 403B
Film Studies: World cinema
5 credits 50 Marks
Teaching Time
SL. Topic (Hours)
L T P Total
From magic lantern to moving pictures: Basic
Birth of technicality of moving images
1 7 1 - 8
Cinema Development of film technique and language: Lumiere
Brothers - Georges Melies - Edwin Stanton Porter
Stages of film making
Cinematography
2 Film Technique 7 1 - 8
Lighting
Editing
Real time and film time
Montage
3 Film Language 7 1 - 8
Mise-en-scene
Deep focus, Flash back, Flash forward
Film Film genre
4 2 1 - 3
Classification Fiction and non-fiction films
Hollywood Classical Hollywood cinema
5 4 1 - 5
Cinema Hollywood studio system
German Expressionism (Robert Wiene - The Cabinet
of Dr. Caligari)
Film Italian Neo-Realism (Vittorio De Sica - Bicycle
6 thieves), 6 1 - 7
Movements
French New Wave (Jean-Luc Godard - Breathless)
Cinema Novo; Third cinema
Soviet Montage
Auteur cinema
7 Film Theory 6 1 - 7
Psychoanalytic film
Feminist Theory
Critical analysis of films
8 Film Analysis Film journalism 3 1 - 4
Film Review: style and format
Total 42 8 - 50
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References:

1. James Monaco . How to Read a Film: Movies, Media, and Beyond. Oxford University Press.
New York. 2009
2. Gordon Gray. Cinema: A Visual Anthropology. Berg. New York. 2010
3. Garth Jowett, James M. Linton. Movies as mass communication. Sage. 1989. 2nd Ed.
4. Gerald Mast, Marshall Cohen, Film Theory and Criticism: Introductory Readings. Oxford
University Press. 1985
5. Quick Jon & Tem La Bau . Handbook of Film Production, Macmillan,NY,1972
6. Bordwell, David. Making Meaning: Inference and Rhetoric in the Interpretation of Cinema.
Cambridge: Harvard University Press. 1989
7. Bordwell, David . The Cinema of Eisenstein Cambridge: Harvard University Press. 1993
8. David Bordwell, Kristin Thomson Janet Staiger. The Classical Hollywood Cinema: Film Style &
Mode of Production to 1960. Routledge. 1985
9. Des Lyver, Graham Swainson, Basics of Video Lighting. Taylor & Francis. 2013
10. Blain Brown. Cinematography: Theory and Practice: Image Making for Cinematographers and
Directors. CRC Press, 2016.
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MC 404 A/B/C/D
Credits Points 5 Total Marks 50
Teaching Time
Paper
Paper Title Topic (Hours)
No.
L T P Total
Students could produce a Radio News Package either
individually or in a group (maximum 3 students in
MC Radio one group). News would be in Illustrated Despatch
404A - - 50 50
Production or in Package Format.
They will produce one 5minutes to10 minutes Radio
Drama or Docu – feature.
Audio-Visual Production for Television will help
students to hone their skills in the practical aspects of
television news production. This will be beneficial for
them while working for Television channels
MC Television
Television News Package on any topical issue of - - 50 50
404B Production
duration in between 120 seconds to 180 seconds
Student could produce their Television news package
either individually or in a group ( maximum 3 students
in one group)
A Film of approximately 5-10 minutes duration is to
be made by a group of maximum 3 students. A script
is to be submitted along with the Film. The production
MC Film
may be made on any video format such as mobile, DV, - - 50 50
404C Production
SLR camera etc. Technical support may be borrowed
from outside if necessary. However students are
encouraged to do of their own as far as possible.
Students will produce one documentary project
(either in individual or in a group with maximum
MC Documentary three members). to develop skills in conceptualizing,
- - 50 50
404D Production directing and editing .Time duration would be
approximately 15 minutes.

Total 0 0 50 50
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MC 405
Dissertation
5 credits 50 Marks
Teaching Time
SL. Guidelines (Hours)
L T P Total
Introduction, Objective, Methodology, Review of
Structure of the Literature, Data Collection with Analysis, Findings,
dissertation Conclusion and Bibliography
Word Limit – 6000 - - 50 50
Dissertation Paper Evaluation and Viva Voce - 40marks
(Internal Supervisor and External Member)
Internal Assessment -10 marks
Total 0 0 50 50

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