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DEPARTMENT OF EDUCATIONAL TECHNOLOGY
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI- 620 024
M.Sc. DEGREE IN MEDIA AND COMMUNICATION
(FIVE YEAR) INTEGRATED PROGRAMME
PREMABLE
The M.Sc. DEGREE IN MEDIA AND COMMUNICATION (FIVE YEAR)
INTEGRATED PROGRAMME is initiated by the Department of Educational
Technology, Bharathidasan University at a time when the country is rapidly expanding its
communication infrastructure especially that of the electronic media. The ‘liberalization’
of the airwaves led to a proliferation of satellite television channels increasing both
communication infrastructure and demand for software. Despite the multiplicity of TV
channels and programming options, there still remains an enormous need for innovative
non fiction/fiction programming and documentaries addressing issues of social concern
and education. The M.Sc. DEGREE IN MEDIA AND COMMUNICATION FIVE
YEAR) INTEGRATED PROGRAMME aims to create a generation of filmmakers and
media professionals who would be inspired to address this need.
Recent announcement by the Central Govt., to start 300 FM Radio Stations in the
country has opened new job avenues. In the coming years this will throw up challenging
job opportunities for the aspiring students in the nuances of radio program production. A
number of TV channels and Radio Stations have come up recently and realizing the need
for the man power in the coming years.
The M.Sc. DEGREE IN MEDIA AND COMMUNICATION (FIVE YEAR)
INTEGRATED PROGRAMME has been started. This well conceived program aimed at
giving full fledged training in all nuances of Journalism, radio, television and multimedia
production offers training in the field of Print Journalism, Camera, Editing, Script
Writing, Lighting, News Production, News reporting, News reading, News anchoring, e-
content development etc., for those students who are aspiring to be academically sound
and professionally challenging.
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PRELIMINARY DEFINITIONS AND NOMENCULTURE
In these Regulations, unless the context otherwise requires:
“Programme” means Degree Programme that is M.Sc., Degree Programme.
“Course” means a theory or practical subject that is normally studied in a semester.
OBJECTIVES
1. To provide an education that would enable the students to hold responsible
positions in a diversity of media related industries.
2. To provide students for entry-level careers as competent media professionals who
are able to deploy media technology and specialized technical personnel towards
a collaborative media production process.
3. To seek to cultivate intellectual curiosity, a sense of community professional
attitude and striving for innovation and experimentation.
4. To help its students to hold leadership positions in various T.V. channels,
production houses, media research and educational institutions.
The Course seek run a Five Year Integrated course in Media and Communication
on inter disciplinary basis with candidates who have passed +2 examination or
examination equivalent thereof as input so as to offer the course at an advance level and
to avoid repetition of subjects between undergraduate and Post-Graduate levels of study.
The course is aimed at preparing Post-Graduates with expertise in al subjects of Media
and Communication Science, including tools and techniques, with motivation for
research, teaching and/or industrial applications.
ELIGIBILITY
A candidate who has passed the Higher Secondary Examination conducted by the
Board of Secondary Education of Tamilnadu or CBSE or an examination equivalent
thereof, and who have obtained not less than 50% marks in all subjects, shall be eligible
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for enrollment as candidate for the M.Sc. Media and Communication (Five Year
Integrated) Course.
The candidate shall not have completed 21 years of age as on first of July of the
year of the application. For candidates belonging to SC/ST, the age limit is relaxable by 5
years.
NUMBER OF SEATS
The total intake shall be restricted to a maximum of 20 candidates.
MODE OF SELECTION
Selection will be made based on an Entrance Test (50 marks) and the marks
scored in Hr. Sec. Exam.
After preparing the merit list, selection will be made applying the communal
reservation of the Government of Tamilnadu.
DURATION
The course shall consist of ten semester, spread over five years.
COURSE STRUCTURE
The course is of higher and advanced level and makes the candidates motivated
for Media-based Training and Quality research.
There shall be a total of 44 papers for the entire five-year course of study, and a
dissertation covering 6 months during the final year (October to March). The Last date
for submission of the dissertation report shall be April 10, of each year. Common vive-
voce for all the students will be conducted on the last working day of April. The
dissertation report shall be evaluated by two external examiners, in an open presentation.
The detailed course structure is in the Annexure.
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CHOICE BASED CREDIT SYSTEM (CBCS)
The CBCS, as vogue at the University, from time to time be practiced. The
number of credits for each subject is indicated in the Annexure.
EXAMINATION
The academic year shall be divided into odd and even semesters and for each
semester there shall be 90 working days. Examination for the odd semester shall be
conducted in November/December and for even semester in May.
There shall be continuous internal assessment (CIA) for each paper (theory as
well as practical separately, wherever applicable), the maximum marks for which shall be
25. in awarding marks for the CIA, attendance, seminars, quiz, assignments, term papers,
test, etc., shall be 40% of the marks allotted for the CIA. Those candidates, who fail to
secure the minimum passing marks in CIA, will be permitted to improve the same
through private contact with the respective course teachers.
At the end of each semester there shall be an end semester Examination
(ESE). The maximum marks for each paper (theory and practical separately, where
applicable) shall be 75. the passing minimum shall be 40% of the marks allotted for the
End semester Examination. However, the aggregate passing minimum (i.e. CIA and ESE
put together) shall be 50%.
In paper XVII radio broadcasting and paper XVIII television production each
student shall produce two programmes each as decided by the teachers handling the
papers. Each programme shall carry 10 marks.
PRACTICAL AND SESSION WORK
a. Students of IV and V contribution to the production of the lab journal,
Bharathidasan University In-house journal. In the IV semester 6 issues
should be brought out and in the V semester another 6 issues have to be
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brought out. Each teacher shall be the issue editor with the Head of the
Department.
b. The issue editor concerned will guide and supervise the work of students
so as to bring out the lab-journal within the deadlines set by the
department council.
c. Once the Lab-journal is published where in every student has contributed,
the issue editor concerned shall award marks to the students. The marks so
awarded should not be less than minimum marks prescribe for pass.
d. The issue editor shall award marks to the students based on their
involvement and contribution in bringing out the lab-journal. At the end of
each semester the marks awarded by issue editor concerned will be
consolidated by the Head of the department.
e. A candidates shall be declared to have completed the lab-journal practical
if the candidate obtains 35% of the maximum marks prescribed.
INTERNSHIP
a. All students shall undergo an internship with a media organization from
time to time as specified in the syllabus.
b. Students will be assigned to media organizations for internship by the
Head of the Department and his/her decision in the matter is final.
c. At the completion of internship, the students shall produce during the
internship from the head of the organization where he/she has undergone
internship.
d. Students who fail to produce the completion certificate from the
organization will have to re-do the internship. Unless they successfully
complete the internship assignment and produce the completion
certificate, his/her examination result shall not be announced.
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VIVA-VOCE
There shall be viva-voce exam for 20 marks at the end of the forth semester.
QUESTION PAPER FORMAT
In every question paper there shall bi five questions of equal marks within internal
choice. Students have to answer all the five questions. There shall be one question from
each of the five units of each paper.
REQUIREMENTS FOR COMPLETION OF A SEMESTER
A candidate who has fulfilled the following conditions shall be deemed to have
satisfied the requirements for completion of a semester.
He / She secures not less than 75% of overall attendance in that semester taking
into account the total number of periods in all courses put together attended by the
candidate as against the total number of periods in all courses during that
semester.
However, a candidate who has secured attendance between 65% and 74% in the
current semester (short fall due to medical reasons only) will not be permitted to
appear for the regular examination of the current semester but will be allowed to
proceed to the next semester on payment of a condonation fee prescribed by the
University and they will be permitted to appear for the current semester Theory /
Practical examinations as arrears during the next semester University
examinations.
He / She earns a progress certificate from the head of the Department for having
satisfactorily completed all the courses pertaining to that semester, as prescribed
from time to time.
His / Her conduct is found to be satisfactory as certified by the Head of the
Department.
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PROCEDURE FOR COMPLETING THE COURSES AND BREAK SYSTEM
A student shall pass in the theory and practical examination, wherever applicable
separately. A student has to clear all the prescribed wherever applicable separately. A
student has to clear all the prescribed papers (theory as well as practical, wherever
applicable) in such a way that:
The first and second semester subjects are cleared at the end of the fourth
semester, the third and fourth semester subjects at the end of the sixth semester and the
fifth and sixth semester subjects at the end of the eight semester.
In case a student fails to clear the subjects within he frame stipulated as above,
he/she has to rejoin the course for the concerned semester and attend the classes for the
respective subject which he/she has to clear and take fresh CIA and ESE for the backlog
subjects. On clearing the subject(s), he/she shall be permitted to continue the course
appropriate batch.
AWARD OF DEGREE
On completion of the prescribed period of ht course and on clearing all the
prescribed subjects, the candidates shall be declared eligible for the award of the M.Sc.,
Degree Media and Communication.
CLASSIFICATION
Candidates, who have cleared all the subjects, will be classified as prescribed in
the CBCS, as in vogue from time to time.
RANK CERTIFICATE
‘Certificate of merit’ for the holders of the first five ranks shall be awarded.
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DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc., MEDIA AND COMMUNICATION
2010 – 2015
COURSE STRUCTURE
SEMESTER I
Part Course Codes
Hrs/
Week
Credits
Marks
I Language for science
4
100
II Stories, Essays and Grammar 4 100
III Introduction to Communication CC1 6 4 100
IV Media History in India CC2 6 4 100
V Computer Application for Mass
Media CC3 6 4 100
SEMESTER II
Part Course Codes Hrs/
Week Credits Marks
I Psychology for Media
Professionals CC4 5 100
II Reporting CC5 7 4 100
III Editing CC6 5 4 100
IV Writing for Media CC7 7 4 100
V Newsroom practice (Practical I) CC8 6 4 100
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SEMESTER III
Part Course Codes Hrs/ Week Credits
Marks
I Introduction to Audio Visual Media CC9 6 4 100
II
Film studies CC10A 6 4 100
Film Appreciation CC10B 6 4 100
III Design and Graphics CC11 6 4 100
IV Basic Photography CC12 7 4 100
V Photography (Practical) CC13 5 4 100
SEMESTER IV
Part
Course
Codes
Hrs/ Week
Credits
Marks
I
Script writing CC 14
7
4
100
II
Development communication CC15 6 4 100
III Print Production CC16 5 4 100
IV Lab journal production CC17 7 4 100
V Print production (Practical) CC18 5 4 100
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SEMESTER V
Part
Course
Codes
Hrs/Week
Credits
Marks
I
Design and graphics CC19 7 4 100
II Communication Theories CC20 8 4 100
III Radio & TV News casting CC21 7 4 100
IV E-content Development CC22 8 4 100
V Design and graphics (Practical) CC23
SEMESTER VI
Part
Course
Codes
Hrs/
Week
Credits
Marks
I
Radio production CC24 8 4 100
II Visual analysis tools CC25A 7 4 100
Art Appreciation CC25 B 7 4 100
III Media management CC26 8 4 100
IV Media society and culture CC27 7 4 100
V Radio production (Practical) CC28
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SEMESTER VII
Part
Course Codes Hrs/
Week
Credits Marks
I
Media Laws and Ethics CC29 7 4 100
II
Television production CC30 8 4 100
III
Television production
(practical)
CC31 7 4 100
IV Women and media CC32 8 4 100
V Video magazine production CC33A
Sound and Acoustic Techniques CC33B
SEMESTER VIII
Part Course Codes Hrs/
Week Credits
Marks
I
Advertising CC34 9 4 100
II Public relations CC35 9 4 100
III International communication CC36 9 4 100
IV Advertising (Practical)
CC37A 100
FCP Editing (Practical)
CC37B 100
V Research Methods in Communication and CC38
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Media
SEMESTER IX
Part
Course
Codes
Hrs/ Week
Credits
Marks
I
Multimedia and Internet
Technologies
CC39A
7
4
100
Lighting Techniques
CC39B
7
4
100
II
New media studies CC40 6 4 100
III
Graphics and animation
CC41
7 4 100
IV
Graphics and animation (practical) CC42 7 4 100
V Event Management CC43 100
SEMESTER X
Part
Course
Codes
Hrs/ Week
Credits
Marks
I
Project CC44
10 4 100
II
Dissertation CC45 10 4 100
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DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION
2010 – 2015
SYLLABUS
SEMESTER I
Paper I Language for Science (Tamil)
Paper II Stories, Essays and Grammar (English)
Paper III Introduction to Communication
Paper IV Media History in India
Paper V Computer Application for Mass Media
SEMESTER II
Paper VI Psychology for Media Professionals
Paper VII Reporting
Paper VIII Editing
Paper IX Writing for Media
Paper X Newsroom practice (Practical I)
SEMESTER III
Paper XI Introduction to Audio Visual Media
Paper XII (A) Film studies
(B) Film Appreciation
Paper XIII Design and Graphics
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Paper XIV Basic Photography
Paper XV Photography (Practical)
SEMESTER IV
Paper XVI Script writing
Paper XVII Development communication
Paper XVIII Print Production
Paper XIX Lab journal production
Paper XX Print production (Practical)
SEMESTER V
Paper XXI Design and graphics
Paper XXII Communication Theories
Paper XXIII Radio & TV News casting
Paper XXIV E-content Development
Paper XXV Design and graphics (Practical)
SEMESTER VI
Paper XXVI Radio production
Paper XXVII (A)Visual analysis tools
(B) Art Appreciation
Paper XXVIII Media management
Paper XXIX Media society and culture
Paper XXX Radio production (Practical)
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SEMESTER- VII
Paper XXXI Media Laws and Ethics
Paper XXXII Television production
Paper XXXIII Television production (practical)
Paper XXXIV Women and media
Paper XXXV (A) Video magazine production
(B) Sound and Acoustic Techniques
SEMESTER-VIII
Paper XXXVI Advertising
Paper XXXVII Public relations
Paper XXXVIII International communication
Paper XXXIX (A) Advertising (Practical)
(B) FCP Editing (Practical)
Paper XXXX Research Methods in Communication and Media
SEMESTER-IX
Paper XXXXI (A) Multimedia and Internet Technologies
(B) Lighting Techniques
Paper XXXXII New media studies
Paper XXXXIII Graphics and animation
Paper XXXXIV Graphics and animation (practical)
Paper XXXXV Event Management
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DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER I
INTRODUCTION TO COMMUNICATION
Hours : 6 Code: CC1
Credits: 4
Objectives:
To acquaint students with the meaning of Communication, basic concept of
Communication
To acquire knowledge of various schools of Communication.
To make them understand the concept and process of Communication
To develop students to apply communication concepts to the field.
To study the Theoretical concepts and constructs in Indian and Western
Communication models.
To understand the Folk form of Communication.
UNIT I: COMMUNICATION
Definition – Nature – Scope – forms and purpose; Intention and Communication Need
for and the Importance of Human and Mass Communication
UNIT II: COMMUNICATION AS A PROCESS
Process of Communication: Source, message, channel, receiver (SMCR), feedback,
encoder, decoder, noise in communication- Message - Meaning - Connotation -
Denotation - Culture/codes - Communication as a Science - Definitions - functions -
barriers - selective nature of Information processing - Communication as expression -
Skill and process and understanding Communication - ASSURE model of
Communication
UNIT III: KINDS OF COMMUNICATION
Intra Personal - Interpersonal - Mass, Organizational, Verbal, Non-verbal.- Group and
Mass Communication - Characteristics and functions - Application of software -
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Communication as a Social Science - The Fact of communication - The Need for
Communication - Communication and Language - Communication and Information New
communication technologies and the emerging trends: global and Indian contexts.
UNIT IV COMMUNICATION THEORIES
Theoretical concepts and constructs in Communication models: Lasswell’s model, Two-
step flow theory, Schramm’s circular model, Whites Gatekeeper theory, Shannon &
Weaver’s mathematical model, Dance’s Helical model, Westley and Maclean model -
Communication Theories; Cognitive Dissonance - Selective Exposure - Perception and
Retention - Uses and Gratification Approach - Cultivation Approach - Marxist and Neo-
Marxist Approaches, semiotic, feminist, psychoanalytic approach- Social Learning
theory- Agenda setting - - Cultural studies approach- Effects of Mass Communication –
Bullet Theory, Limited effect model, Moderate effects Model
UNIT V TRADITIONAL MEDIA
Traditional Media; Definition - Nature and Scope – Characteristics of Folk Media –
Types of Folk Media; Folk Songs - Folk Dances - Folk Theatre – Improvisation of Folk
form of Communication.
REFERENCES
1. Hand Book of Journalism and Mass Communication, D’Souza, Y.K., Indian
Publishers
2. Distributors Books, New Delhi (1997)
3. Practising Global Journalism: Exploring reporting issues world wide, Herbert,
John., Focal Press, London (2001)
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DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER I
MEDIA HISTORY IN INDIA
Hours : 6 Code: CC2
Credits: 4
COURSE OBJECTIVE
To study the history and development of communication media in India
To learn the techniques of journalism and put together a portfolio of journalism
work
.To study the Contribution of Newspapers and magazines in the nineteenth
century.
To study the Information New communication technologies and the emerging
trends.
To understand the psychological changes of audience.
To acquire the knowledge of digital technologies.
UNIT I: DEFINITION OF MEDIA
Changing role of media in communication/society - Types of media –Print media,
Traditional media, Electronic media, New media- History of Media: Evolutionary
milestones - Media and literacy. Media and Technology- Media and audience – Types of
audience –Audience measurement- Media and Business – Readership, Listenership and
viewership – Media raw materials - Media segmentation
UNIT II: MEDIA THEMES
News and advertising – Media and politics – Media and globalization – Media and
culture – Media and society – Political economy of media – Media and war -
Contemporary media themes - Emerging media concepts – Trends in media content
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UNIT III: PRINT
Language and society- development of language as a vehicle of communication –
invention of printing press and paper – pioneer publications in Europe and USA. Early
communication systems in India – development of printing – early efforts to publish
newspapers in different parts of India. Newspapers and magazines in the nineteenth
century – first war of Indian Independence and the press – issues of freedom, both
political freedom and press freedom.
UNIT IV: HISTORY AND DEVELOPMENT OF ELECTRONIC MEDIA
Radio: Development of radio as a medium of mass communication – technology
innovations; history of radio in India – radio as an instrument of propaganda during the
World War II. Emergence of AIR – commercial broadcasting – FM radio – state and
private initiatives.
Television: Development of television as a medium of mass communication – historical
perspective of television in India – satellite and cable television in India. Films: Early
efforts – film as a mass medium; historical development of Indian films – silent era –
talkies – Indian cinema after Independence; parallel cinema – commercial cinema;
documentaries – issues and problems of Indian cinema.
UNIT V: NEW COMMUNICATION TECHNOLOGIES
Development of new media; convergence – internet – on line-The emergence of newer
media of communication in the global village, the Internet, Email and mobile telephony
as media of cultural and socio-political communication, cross cultural communication
with technology- Formats and standards - Broadband services - Interactive TV - Web
Radio - Fiber optics - Mobile phone technology - Video on demand - Voice over IP
videoconferencing
REFERENCES
1. Kumar.J., Keval – Mass Communication in India
2. Ahuja , B.N. - History of press; Press laws and Communication (1988)
3. D’Souza, Y.K. - Communication today and Tomorrow (1999)
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4. Mehta. D.S. Mass Communication and Journalism in India (2001) Allied
Publishers Ltd, New Delhi.
5. Wood, Julia T: Communication Mosaics: An Introduction to the field of
Communication, Wadsworth, 2001.
6. Srinivastava H.O (2000)Broadcast Technology, Gyan Publishers, New Delhi
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER I
COMPUTER APPLICATION FOR MASS MEDIA
Hours : 6 Code: CC3
Credits: 4
COURSE OBJECTIVE
To develop the knowledge & skill in computer applications.
To learn the basic knowledge of computer applications software’s,
To learn the techniques of MS Office ,Corel Draw,
To make them to understand Web site development studio, video studios,
To learn the techniques of post production and edit set-up of mass media industry.
To acquire the knowledge of basic designing softwares.
UNIT I:
Introduction to computers – history and generation of computers; types of computers
hardware and software; digital technology keyboard functions. MS office and its
applications; MS-word with features; MS windows; Excel; MS Excess, presentation
manager; important commands; age maker, interfacing, working with text, page set up,
printing; formatting techniques; graphics and drawings
UNIT II
Coral draw environment, working with objects, outlining, clip are and symbols; control
of object outlines – text creation and alignment – Bitmap graphics – conversions – graphs
22
– COREL SHOW – cartoons – use of Colours in publishing concepts. Multi-media –
definitions – CD-ROM and multimedia-business applications – educational application-
public utility ritual reality-multi-media skills
UNIT III
Idea & Visualization-Design format-Design Elements-Design Principles-Layout and
Layout Terms-Advertising Campaign- Internet Glossary- Macromedia Dreamweaver-
Dreamweaver: Tables & Layers.
UNIT IV
PageMaker: Combining graphics with text-CorelDraw-CorelDraw: Toolbox- -Adobe
Photoshop Topics-Photoshop: Layers, Channels-Photoshop: Filters & Effects-Photoshop:
Printing & Scanning-Photoshop: Resolution-Wed VS Print-The Global World of
Internet-Search Engine
UNIT V
Web vs. print – a comparison; advertising, copy creation and feedback on the Net,
profiling the reader, content generation and research; design of contents- Website
elements – visual design, background, Colours; sales promotion, service, promotion in
the website.
BOOKS FOR REFERENCE
1. Gregory Georges:Photoshop Ver(8) CS Professional Tricks and Techniques,
Unique Color Carton Offset Printers, New Delhi-4
2. Kelly L. Murdock :3dxMax 8 Bible, Sunny Offset Printers, Delhi.
3. Stephen House :Photoshop CS, LP Editorial Board, Lawpt’, Blue Line Printing
Industries, Kolkata, 2004.
4. Ted Alspach and Kelly L. Murdock: Illustrator 10 Bible Hungry Minds Inc.,
Newyork.
5. Nick vandome, Flash MX in easy steps, Himachal Impressions, New Delhi, 2003.
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DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER II
PSYCHOLOGY FOR MEDIA PROFESSIONNELS
Hours : 5 Code: CC 4
Credits:
OBJECTIVES:
To acquaint students with the meaning of psychology, basic concept of
psychology.
To acquire knowledge of various schools of psychology.
To make them understand the concept of perception, motivation and learning.
To develop students to apply psychological concepts to the field.
To apply psychological concepts to the field of visual communication.
To understand the knowledge of visual and auditory senses of viewers
CONTENT
UNIT I: SCHOOLS OF PSYCHOLOGY
Gestalt school of psychology - Behavioural school of psychology - Psychoanalysis -
Stimulus response psychology
UNIT II: PERCEPTION AND AWARENESS – I
Characteristics of senses - Visual senses - Auditory senses - Other senses
UNIT III: PERCEPTION AND AWARENESS – II
Object perception - Organization and perception - Movement perception - Depth
perception - Attention and perception - Extra sensory perception
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UNIT IV: LEARNING, PERSONALITY AND MOTIVATION
Language and thought - Nature of intelligence - Age, changes in Intelligence - Shaping of
personalities - Testing aptitudes and achievements - Physiological basis of motivation -
Human motivation
UNIT V: SOCIAL BEHAVIOUR
Social psychology – perception of others - interpersonal attraction - stereotypes.
Application of psychological concepts related to visual communication.
PRESCRIBED TEXTS
Hilgard R Earnest, Atkinson C Richard,
Atkinson L Rita – Introduction to Psychology
REFERENCE
1. Parameswaran EG, Beena C – An invitation to Psychology
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER II
REPORTING
Hours : 7 Code: CC5
Credits: 4
Course Objective:
To provide knowledge of news reporting production techniques.
Understand the law and ethics of reporting.
Improving the knowledge of principles of editing and reporting for different
media.
Providing the information about responsibilities of press genres.
To learn ombudsman theory in reporting
To make them to understand the knowledge of structure and nature of work in
news agencies.
25
UNIT I
Newspaper organization: structure – Reporting section: Chief Reporter, Correspondents
and reporters. Duties, responsibilities, rights and privileges – Objectivity, editorial
freedom Vs newspaper’s policies and objectives. Trends in reporting: Interpretative and
Investigative – Freelancing.
UNIT II
Writing News Report – Elements of news, Structure of News Story – Inverted Pyramid
style; Lead: importance, types of lead; body of the story; attribution, objectivity;
Interviews- types, techniques, preparation and writing interview story – Content writing
UNIT III
Reporting government and other agencies: Central, State and Local Governments, Rural
reporting – Beats and Special Coverage’s. Covering essential services Communications,
Transport, Education, and Health etc.- sources of news - Press Conference: Preparation,
Handout, and Press release. News agencies: Structure and functioning of news agencies –
agency services: subscription procedure, cost and use; Agency profile: PTI, UNI, AFP,
AP, Reuters, TASS, UPI.
UNIT IV
Reporting Legislature: Proceedings, Powers and Privileges of the House -
Responsibilities of the press - Reporting Judiciary: Powers and Privileges of the Court –
Precautions in reporting - Crime Reporting: Source of news, procedure, reporting style,
precautions in crime reporting, problems and hazards; Covering public meetings and
speeches: do’s and don’ts. Sports Reporting: Writing Style, Language use, Sports terms,
Use of pictures. Science Reporting - Financial Reporting. Industrial Reporting:
(Automobiles- Textiles) Features: Types, Characteristics, Styles, Subjects and Scope.
Writing Reviews: Book, Film: Procedure and Style.
UNIT V: PRESS ISSUES
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Role of press - Freedom of the press: right to publish and the right to privacy - Press
commission - Press codes and ethics - Press council’s guide to journalistic ethics -
Censorship and control in the press - Press ownership and monopolies - NIEO AND
NWICO
KEY TEXTS
1. Hand Book of Journalism and Mass Communication, D’Souza, Y.K., Indian
Publishers
2. Distributors Books, New Delhi (1997)
3. Practising Global Journalism: Exploring reporting issues world wide, Herbert,
John., Focal Press, London (2001)
REFERENCES
1. Breaking News, Saxena, Sunil, Tata Mcgraw Hill Publishing Co LTD,New
Delhi(2004)
2. Visual Journalism, Harris, R. Christopher Lester, Paul Martin,Allyn and Bacon
(2002)
3. Elements of writing, Kinneavy L.James, Warriner, E.John, Rinehart Press, San
Francisco (1993)
4. In to the news room, Teel and Taylor, Prentice -Hall of India Pvt Ltd (1992)
5. The news writers handbook, stein, M.L. Paterno F. Susan,Surjeet
Publications,New Delhi (2003)
6. News writing and reporting, Neal M. James, Brown S. Suzanne,Surjeet
Publications, New Delhi (1982)
7. Media Power, Zachariah, Aruna,Kanishka Publishers, New Delhi (1999)
8. Journalism in India, Parthasarathy, Rengaswamy, Sterling Publishers Pvt Ltd(
1989)
9. Before the headlines-A handbook of TV Journalism ,Singh P.Chandrakant
Macmillan, New Delhi (1999)
10. Journalism for students, Sharma, M.S., Mohit Publications, New Delhi (2000)
27
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER II
EDITING
Hours : 5 Code: CC6
Credits: 4
Course objective
To provide knowledge of news editing techniques.
Understand the law and ethics of Editing and writing.
Improving the knowledge of principles of editing and reporting for different
media.
Providing the information about responsibilities of press genres.
To learn theories of editing for press medium
To make them to understand the knowledge of structure and nature of work for
Editing board.
UNIT I
Editing: Nature and need for editing. Principles of editing, editorial desk, functions of
editorial desk copy editing preparation of copy for press – style sheet – editing symbols,
proof reading symbols and their significance.
UNIT II
Organization of editorial department in a newspaper - functions of editorial department;
duties, responsibilities and qualifications of editorial staff: Chief editor, News editor, Sub
Editors. News selection process: criteria – influencing factors; Copy desk functions, path
of a copy, morgue.
28
UNIT III
Copy selection and copy tasting, basic principle of translation Principles of editing-
editorial space-news value-copy fitting, checking facts, continuity; paragraphing,
grammar, punctuation, taste, style, spelling etc; rewriting; headlines; importance,
functions of headlines, typography and style, language,
UNIT IV
Types of headline - typography and style, language, types of headlines; readability and
legibility Picture editing: importance of pictures, selection of news pictures, cut lines,
cropping methods and style sheet
Readability Tests: Flesch Reading Ease score and Human Interest score; Gunning Fog
Index; Comparison of readability scores
UNIT V
Opinion page: Editorial writing: Purpose, types of editorials, subjects, editorial policy,
Influencing factors, editorial writers and editorial freedom. Editorial Board:
responsibilities and function: Ombudsman –Review of Newspaper editorials Profiles,
Guest Columns, Letters to the editor, syndicate columns, sponsored
KEY TEXTS
1. Hand Book of Journalism and Mass Communication, D’Souza, Y.K., Indian
Publishers
2. Distributors Books, New Delhi (1997)
3. Practising Global Journalism: Exploring reporting issues world wide, Herbert,
John., Focal Press, London (2001)
REFERENCES
1. Breaking News, Saxena, Sunil, Tata Mcgraw Hill Publishing Co LTD,New
Delhi(2004)
2. Visual Journalism, Harris, R. Christopher Lester, Paul Martin,Allyn and Bacon
(2002)
3. Elements of writing, Kinneavy L.James, Warriner, E.John, Rinehart Press, San
Francisco (1993)
4. In to the news room, Teel and Taylor, Prentice -Hall of India Pvt Ltd (1992)
5. The news writers handbook, stein, M.L. Paterno F. Susan,Surjeet Publications,New
Delhi (2003)
29
6. News writing and reporting, Neal M. James, Brown S. Suzanne,Surjeet
Publications, New Delhi (1982)
7. Media Power, Zachariah, Aruna,Kanishka Publishers, New Delhi (1999)
8. Journalism in India, Parthasarathy, Rengaswamy, Sterling Publishers Pvt Ltd(
1989)
9. Before the headlines-A handbook of TV Journalism ,Singh P.Chandrakant
Macmillan, New Delhi (1999)
10. Journalism for students, Sharma, M.S., Mohit Publications, New Delhi (2000)
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER II
WRITING FOR MEDIA
Hours : 7 Code: CC7
Credits: 4
COURSE OBJECTIVE
To enable the students to write effectively for various media.
To enable the students to learn techniques and rules of good writing and apply it
while writing.
To make them understand the concept of perception, motivation and learning.
To develop Writing Style, Language use, Sports terms and Use of pictures for
script writing.
To improving the knowledge of principles of editing and reporting for different
media
To providing information about responsibilities of press genres.
UNIT I
Historical background of writing – elements of language – writing as coding of contents
language for mediated communication.
30
UNIT II
Principles and methods of effective writing, rules of grammar, sentence construction;
paragraphing, narration; adjectives and adverbs, tenses, sequence, logic.
UNIT III
Creativity in writing – features, articles, profiles, interviews stories – business writing,
technical writing, letters.
UNIT IV
Writing for target groups special interest audiences
UNIT V
Translation techniques– media reviews of arts, performing arts and cinema; practical
exercises applicable to all units
KEY TEXTS
1. Hand Book of Journalism and Mass Communication, D’Souza, Y.K., Indian
Publishers
2. Distributors Books, New Delhi (1997)
3. Practising Global Journalism: Exploring reporting issues world wide,
Herbert, John., Focal Press, London (2001)
REFERENCES
1. Breaking News, Saxena, Sunil, Tata Mcgraw Hill Publishing Co
LTD,New Delhi(2004)
2. Visual Journalism, Harris, R. Christopher Lester, Paul Martin,Allyn and
Bacon (2002)
3. Elements of writing, Kinneavy L.James, Warriner, E.John, Rinehart
Press, San Francisco (1993)
4. In to the news room, Teel and Taylor, Prentice -Hall of India Pvt Ltd
(1992)
5. The news writers handbook, stein, M.L. Paterno F. Susan,Surjeet
Publications,New Delhi (2003)
6. News writing and reporting, Neal M. James, Brown S. Suzanne,Surjeet
Publications, New Delhi (1982)
31
7. Media Power, Zachariah, Aruna,Kanishka Publishers, New Delhi
(1999)
8. Journalism in India, Parthasarathy, Rengaswamy, Sterling Publishers
Pvt Ltd( 1989)
9. Before the headlines-A handbook of TV Journalism ,Singh
P.Chandrakant Macmillan, New Delhi (1999)
10. Journalism for students, Sharma, M.S., Mohit Publications, New Delhi
(2000)
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER II
NEWSROOM PRACTICE PRACTICAL
Hours : 6 Code: CC8
Credits: 4
Course objectives
To learn how to write news articles for various media like Print and Electronic
Media
To Provide content for preparing news reports on various topics.
To improve the knowledge of Interview personalities and prepare reports.
To Prepare list of questions for Various interviews.
To acquire knowledge of composition and Page layout.'
. To provide the technical knowledge of newsroom atmospherical
acquirements.
List of Practical’s
1. Writing News
2. Provide content for preparing news reports on various topics viz., crime, sports,
accidents, and politics.
3. Preparing Budget Report.
4. Writing Obituary.
32
5. Interview personalities and prepare reports.
6. Prepare list of questions for interview.
7. Headlines
8. Writing Lead
9. Writing Sports news
10. Writing Features
11. Writing Editorials
12. Editing Principles
13. Editing symbols
14. News selection
15. Agency reports
16. Readability
17. Writing Cut-line
18. Editorial page
19. Writing Reviews
20. Page layout
21. Translation
33
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER III
INTRODUCTION TO AUDIO-VISUAL MEDIA
Hours : 6 Code: CC9
Credits: 4
Course Objectives:
To make Students to understand the importance of AV medium.
To Give the students an overview of the development of Radio and Television.
To Give the students an understanding of the technological developments of
program production.
To learn the basic elements for production methods.
To acquire the knowledge of structure of satellite Television.
To make them to understand the recent trends in Television Broadcasting.
UNIT I
Audio-radio: radio as a medium of mass communication, characteristics of radio –
historical perspective, with special reference to India; types of ownership, audience,
commercial radio, educational radio, emerging trends, AM, FM, franchising, community
radio.
UNIT II
Television: television as a medium of mass communication – characteristics, ownership;
organizational structure of Doordarshan, satellite television channels, cable television,
educational television, commercial television, recent trends in television broadcasting.
UNIT III
Films: Films – nature, historical, background, technical aspects of film production, film
industry in India, status issues, problems, regional cinema, future prospects.
UNIT IV
Writing for radio – finer aspects of radio language; production methods finer aspects of
television script writing; narration – production techniques; film language and grammar;
34
impact of new technology on media language, news, features, talks, commercials,
interviews.
UNIT V
Writing for television, news, interviews, documentaries, short talks.
PRESCRIBED TEXTS
1. Kumar.J., Keval – Mass Communication in India
REFERENCE
1. Ahuja , B.N. – Audio Visual Journalism (1988)
2. Ahuja , B.N. - History of press; Press laws and Communication (1988)
3. D’Souza, Y.K. - Communication today and Tomorrow (1999)
4. Kamath, B.V - Journalists Handbook (1985)
5. Mehta, D.S - Mass Communication and Journalism in India (2001)
35
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER III
FILM STUDIES
Hours : 6 Code: CC10A
Credits: 4
COURSE OBJECTIVE
The course introduces the students to understand the importance of cinema as a
medium of mass communication.
To give the students an overview of the development of cinema as a cultural
form.
To give the students an understanding of the technological developments business
and commerce.
To study the nature of narrative and non-narrative- acting, costume and music.
To study the importance of Script writing and characterization.
To understand the cinema and national movement.
UNIT I
Film as medium: Characteristics –Film Perception; Levels of Understanding – Film
theory and semiotics-formalism and neo formalism- Film language – Film and psycho-
analysis –film and cultural identity; hermeneutics, reception aesthetics and film
interpretation
UNIT II
Film forms: narrative and non-narrative- acting, costume, and music –Film and post
modernism post structuralism and deconstruction, Impressionism, expressionism and
surrealism –Fiction: realism, symbolic simulation-typology genres of fiction-subjectivity,
causality and time- Concepts of national Cinema – Issues in World and Indian Cinema
UNIT III
Film production: Visualization –Script writing –characterization –storyboard-tool &
techniques, Continuity style: Composing shots- spatial (mise en scene) - temporal
36
(montage) – Camera shots: pan, crane tracking, and transition, Sound in Cinema:
dimensions and functions- Film audience – Review and appreciation of film.
UNIT IV
Development of cinema- Silent Era- Talkies- Regional cinema- Cinema censorship –
cinema and national movement – Development cinema after Independence – New wave
movement (80’s and 90’s)-Contemporary cinema– cinema and globalization. Cinema
verity – Robert Flaherty – Documentary movement in Britain – Documentary in India –
Films Division – Contemporary Documentary Film movement
UNIT V
Film economics, recent advancements in Film production, 3D films, film festivals,
awards.
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER III
FILM APPRECIATION
Hours : 7 Code: CC10B
Credits: 4
COURSE OBJECTIVE
To provide knowledge of analyzing shots and scenes.
To enable the students to understand the techniques of worldwide cinemas
Improving the knowledge of cinema critics.
Gathering the information about world film festivals and awards.
To understand the genres of cinemas.
To make them to understand the psychological measurements among audience.
UNIT 1
Cinema as an institution. The origin of cinema. Film review. Appreciation. Criticism.
Definitions. Qualities of film critic. Responsibilities of a film critic. Film and society.
Film
37
and politics. Shaping society. Film as an experience, Environment, Commodity and
Communication Media.
UNIT 2
Approaches to studying film. Narrative and Non Narrative films. Structure of a narrative
film. Cinematic codes. Mise-en-scene. Setting. Props. Costume. Performance and
movement.
Lighting. Camera and Camera movement. Editing. Sound. Narrative
UNIT 3
Genre, star and auteur. French new wave. Neo Realism. German Expressionism. Third
world
Cinema. Political Cinema. Representation of gender and sexuality. Soviet montage
cinema.
UNIT 4
Film audience. Audience positioning. Audience as the meaning makers. Hero worship.
Fan
clubs. Problematising the film audience
UNIT 5
Study of Great Indian and International filmmakers like Satyajit Ray, Adoor
Gopalakrishnan,
Akira Kurusowa, Ingmar Bergman and others.
FILMS
1. Buster Keaton: The General (1926)
2. Charles Chaplin: Modern Times (1936)
3. John Ford: The Grapes of Wrath (1940)
4. Vittorio de Sica: Bicycle Thieves (1948)
5. Akira Kurosawa: Rashomon (1950)
6. Robert Bresson: The Diary of a Country Priest (1951)
7. Stanley Kubrick: The Paths of Glory (1957)
8. Alfred Hitchcock: Vertigo (1958)
9. Satyajit Ray: Charulata (1964)
10. Sergio Leone: The Good, the Bad and the Ugly (1966)
11. Andrei Tarkovski: Solaris (1972)
12. Francis Ford Coppola: The Godfather (1972)
13. Adoor Gopalakrishnan: Kodiyettam (1977)
14. Anand Patwardhan: Bombay Our City (Hamara Shehar) (1985)
15. Zhang Yimou: Raise the Red Lantern (1992)
16. MajidMajidi: The Color of Paradise (1999)
17. Aki Kaurismaki: Le Harve (2011)
18. Michael Haneke: Caché (2005)
19. Martin Scorsese: Hugo (2012)
20. Alfonso Cuarón: Gravity (2013)
38
Books for study and reference:
1.Turner, Graeme.Film as social practice, Routledge, London, 1993
2.Monoco, James.How to read a film, Routledge, London, 2001
3.Nelmes, Jill.An introduction to film studies, Routledge, London, 1996
4.Vasudev, Aruna.The new Indian cinema, Macmillan, Delhi, 1986
5.Oxford guide to world cinema, Oxford, London, 2000
6.Subject of Cinema, Gaston Roberge, Sea Gull, Calcutta, 1990.
7.How to Read a Film: The Art, Technology, Language, History, and Theory of Film and
Media, James Monaco, NY: Oxford University Press, 1981.
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER III
INDIAN GOVERNMENT, POLITICS AND INTERNATIONAL RELATIONS
Hours : 6 Code: CC11
Credits: 4
Course objectives:
To understand the structure of Indian government.
Gathering Information about Indian and international politics
Providing the knowledge of Indian and international relationships.
Understand the policies of international agencies.
To make them to understand the Electoral system of politics
To acquire the knowledge of international relations
UNIT I
Government making, working of federalism, issues in governance at state and central
levels of state autonomy in India. Politics at the district level – panchayati raj, elections
and governance.
UNIT II
39
Nature of the party system: study of the major national parties and of some of the more
important regional parties, and their social bases; effects of fragmentation of parties on
the formation and working of governments at the center and the states.
UNIT III
The electoral system – process stresses and strains; secularism and communalism in
India– problems and trends. center-state relations, and reports on center-state relations.
Mass Communication 32
UNIT IV
A course on Indian government and politics must address itself to the most fundamental
problems of our society in an attempt to understand the reasons behind their existence
and the seeming indifference, general study of governance in states and their performance
since independence.
UNIT V
Brief study of international relations–foreign policies of India, UK, USA, Russia; UN and
its agencies and their functions; regional organizations such as ASEAN, SAARC, OIC,
OAC, India’s relations with China, Pakistan, South Asian countries, West Asian
countries, Africa, Europe and America.
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
40
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER III
BASIC PHOTOGRAPHY
Hours : 7 Code: CC12
Credits: 4
COURSE OBJECTIVE
To provide specialized training in shooting photographs
To enable the students to understand and use photographs as a medium for
effective communication
To understand the importance of location selection.
To understand the importance of day and night light effects.
To identify the importance of filters used in color photography.
To improve the Knowledge of composition methods for photography.
UNIT I
Photography - elements and principles – visual language – meaning – photographer’s
jargon; composition of photography – Need for composing a picture, rules / conventions
of composition, elements of composition and their role / relevance in communicating a
message; Composition for a rectangular and square format; Techniques, methods of
controlling composition. subject and light.
UNIT II
Photographic equipment – cameras – types – formats – lens – their types and functions –
film – types and functions – accessories Still Camera: types, models features, functions.
Camera accessories- lenses: types, uses- Film: types, uses-printing and developing of
films- Dark room process- Digital format and process Filters: Need of filters in B/W
photography, basic colour relations, types and use of filters; Filter factor and its
significance
UNIT III
41
Colour photography: Light sources and their colour characteristics, meaning of colour
temperature, filters used in colour photography; Lighting and exposing for colour
photography Shots – focus – shutter – speed – selection of subject – Lighting: Properties
of light, diffused light; Light sources artificial and natural; Basic lighting set-up, lighting
for different situations, products, Indoor and outdoor lighting, controlling light, flash
light. Different types of photographs – action – photo editing – procedure – pictures for
newspapers and magazines – developing photographers' manual and computerized
photography
UNIT IV
Photographing people; portrait and still, wildlife; environment; sports; landscape;
industrial disasters; photography for advertising; conflicts – war – political and social
photography. Till Photography: Photojournalism –techniques-news values of pictures-
picture editing-photo feature and photo essay- Specialized photography: Advertising:
types: product –industrial fashion- Nature and wild life photography- camera shots-
Lighting techniques.
UNIT V
News values for pictures – photo-essays – photo features; qualities essential for photo
journalism; picture magazines – colour photography; impact of technology
REFERENCES
1. Thiagarajan.S - Practical Photography
2. Alaines George - Learning Photography
3. Longford Michael - Basics Photography
4. Kerns L.Robert - Photojournalism
42
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER III
PHOTOGRAPHY PRACTICALS
Hours : 5 Code: CC13
Credits: 4
COURSE OBJECTIVE
To provide specialized training in shooting photographs
To enable the students to understand and use photographs as a medium for
effective communication
To provide the training in Architecture- Interior, Exterior Photography.
To provide the Knowledge of composition in various location.
To provide training to take different types of photographs.
To provide the Knowledge of Digital Image Format for Various Media.
LIST OF PRACTICALS
1. Composition
(a) Rule of Thirds, (b) Headroom, (c) Nose Room, (d). Subject, (e) Lens
2. Lighting- Types-key –fill- back - Rim- op-low- silhouette
3. Special Effects – Freeze frame – Slow shutter
4. Portraits
5. Product – Indoor, Outdoor
6. Advertising Photography
7. Architecture- Interior, Exterior
8. Environmental Photography
9. Industrial Photography
10. Photo-journalism
43
11. Photographs on Foods and Beverage
12. Monochrome to Color
13. Photo Essay – Photo feature
14. Digital Image Format for Various Media
15. Digital Print on Various Media
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER IV
SCRIPT WRITING
Hours : 7 Code: CC14
Credits: 4
Course objectives:
To develop the knowledge about Narrative script writing techniques.
To understand the importance of non- Narrative format.
To improve the talent of student on cinema script writing.
To study the importance of script at the time of cinema shooting spot.
To study the script Writing techniques for fictional and non-fictional program.
To provide some knowledge about Script writing for educational documentaries.
UNIT I:
Script: meaning and types of script. Concept of content and form. Role of a scriptwriter
in media. Elements of good script. Role of a script Writer. Importance of General
Knowledge and understanding of a theme. Process of scripting: idea formation, research,
and sequencing, opening and concluding.
44
UNIT II:
Writing Television Script. Writing for visuals. Concept of spoken language. Relation
between narration and visuals. Script layout: treatment, screen play one page and split
page, shooting and editing script etc. Writing for fictional and non-fictional program.
UNIT III:
Radio scripting and language. Writing to sound. Element of radio script. Stages of
scripting and editing. Writing for different programmes like talk, news, newsreel,
documentary, drama and teleserials, Standardization of TV Quiz
UNIT IV:
Analyzing the scripts of popular documentaries, films, teleserials and promotional videos.
Script wiring for cartoon movies. Use of idioms and phrases, proverbs, statistical facts
and adjectives in narration of a script. Use of common sense.
UNIT V:
Script writing for educational documentaries. Script writing for tele serials. Script writing
for a feature film. Analysis of movie scripts, short-film script, enrichment programme
script.. The concept of time in script. Scripting for commercials.
PRESCRIBED TEXT
Hilliard L. Robert – Writing for Television, Radio and News Media
REFERENCE
Stovall, Glenn – Writing for mass media valladares,
June.A – Craft of Copywriting
Milton, Shirley – Creative Connections (1982)
45
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER IV
DEVELOPMENT COMMUNICATION
Hours : 6 Code: CC15
Credits: 4
COURSE OBJECTIVE
To enable the students to understand the Social, political cultural and economic
dimensions Of Communication.
To initiate the students to organize development programs in rural areas.
To make them to understand the knowledge of strategies and action plans in
development communication.
To understand the knowledge on Government and Non Governmental
Organization Works.
To understand the the theories , conceprts and philosophies in Development
communication.
To make them to analyze the improvements In developing and developed
societies.
UNIT I
Development: meaning, concept, process and models of development – theories – origin
– approaches to development, problems and issues in development, characteristics of
developing societies, development dichotomies, gap between developed and developing
societies.
UNIT II
Development communication: meaning – concept – definition – philosophy – process -
theories – role of media in development communication - strategies in development
communication - social cultural and economic barriers - case studies and experience –
development communication policy – strategies and action plans – democratic
46
decentralization, Panchayati Raj - planning at national, state, regional, district, block and
village levels.
UNIT III
Agricultural communication and rural development: The genesis of agricultural
extension, extension approach system – approach in agricultural communication –
diffusion of innovation – model of agricultural extension – case studies of
communication support to agriculture. Development support communication: population
and family welfare – health – education and society – environment and development -
problems faced in development support communication.
UNIT IV
Developmental and rural extension agencies : governmental, semi-government,
nongovernmental organizations problems faced in effective communication, micro –
macro – economic frame work available for actual developmental activities – case studies
on development communication programmes. Writing development messages for rural
audience: specific requirements of media writing with special reference to radio and
television.
UNIT V
Role of UN agencies, World Bank, community media experiments, Participatory
journalism, Development communication projects in India
KEY TEXTS
Pauline V. Young (1975) Scientific Social Surveys and research, New Delhi:
Prentice Hall of India Private Ltd.
REFERENCE
1. Gupta S P (1985) Statistical Methods, New Delhi: Sultan Chand and Sons.
2. Kothari C.R. (1985) Research Methodology, New Delhi: S. Chand and Co.
Ltd.
47
3. Parten B. Mildred Surveys, Polls and Samples, New York: Harper and
Brothers
4. Floyd J. Fowler (1984) Survey Research Methods, London: Sage
publications
5. Goode, J. Willian and Hatt, K. Paul (1982) Methods in Social Research,
Tokyo: Mc Graw Hill Kogakusha Ltd.
6. Gopal, M.H. (1970) An Introduction to Research Procedures in Social
sciences, Bombay: Asia Publishing House.
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER IV
PRINT PRODUCTION
Hours : 5 Code: CC16
Credits: 4
Course Objectives:
To study the Basic principles of graphic reproduction processes.
To study the Layout designing and composition for print media.
To provide training in Colour processing Techniques.
To get practice on designing for industrial purpose.
To study the Software application: Corel Draw – In-design – Photoshop –
Quark Express.
To enable the students to learn basic techniques of Classified
advertisement.
UNIT I
Background of printing technology – Basic principles of graphic reproduction processes
– Brief know-how of early printing systems: Relief process- Letter Press: Platen, Flat bed
Cylinder, Rotary. Typography: Type characteristics – Type classifications – Type
48
measurement. Spacing: Importance – Techniques. Design and Layout: Principles – Types
– Functions.
UNIT II
Prepress: Design and Layout – Software application: Corel Draw – In-design –
Photoshop – Quark Express. Scanning: Methods – Tones: Line and Halftone. Computer
to Plate (CTP): DTP – Direct Plate – Reverse Plate.
UNIT III
Colour processing: Colour Theory – Colour Psychology – Colour Printing: Colour
Scanning – Colour Separation: Additive and Subtractive Processes – Colour Printing:
RGB and CMYK – Special Colours: Gold –Silver – Metallic Colours
UNIT IV
Printing: Off set Printing Process: Plate to Print – Sheet-fed and Web-fed press. Gravure
Printing Process: Plate making process – printing. Flexography Printing: Process. Digital
Printing: Process – Applications. Screen Printing: Processes of Screen preparation:
Stenciling – Five Star film – Manual and Machine Printing. Security Printing:
Applications Post Production: Lamination: Sheet – Die Cutting: Hard Platen – Flat Bed.
Pasting and Gluing: Online – Manual - Sticking: Normal – Heavy Duty – Packing: Mode
– Process
UNIT V
Packaging – Design: Functions and Characteristics – Concept – Shape and Proportion –
Elements: Types – Logo – Illustrations – colour – Corrugation: Different Plies – Online
Corrugation – Offline Corrugation – Micro-flute – Narrow Flute. Paper: History – Types
– Usage – Functions – Quality: Grams Per Square Meter (GSM) – COBB value –
Bursting Strength. Packaging Media: Types – Shipping and Retail Packaging – Primary
and Secondary Packaging – Flexible Packaging: Paper – Foil and Foil Laminates –
Plastic Films and Cellophane – Folding Cartons – Containers: Glass – Metal – Plastic:
Blister Cards/Packing – Polyethylene Terephthalate (PET) – Vinyl
49
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER IV
LAB JOURNAL PRODUCTION- PRINT PRODUCTION
Hours : 7 Code: CC17
Credits: 4
DESIGN TECHNOLOGY (QUARK XPRESS or Adobe PageMaker)
1. Page Layout
2. Tools
3. Measurement
4. Guides
5. Page Grid
6. Picture effects
7. Style sheet
LIST OF PRACTICALS
1. Front page -Broadsheet
2. Sports page- Broad sheet
3. Tabloid, 4 pages – (A3, size)
4. Newsletter, 8 pages
LIST OF PRACTICAL’S
1. Logo
2. Visiting Card
50
3. Letter head
4. CD cover
5. Package design
6. Dangler
7. Standee
8. Magazine front cover
9. Brochure
10. Classified advertisement
11. Ear panels
12. Retail advertisement
13. Banner design (seminar, college festival, awards)
14. Brand promotion
15. Print Advertisement
51
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER V
DESIGN AND GRAPHICS
Hours : 7 Code: CC19
Credits: 4
Course objectives:
To study the importance of basic principles of designing.
To enable the students to understand the power of visualization.
To study the importance of Type composition.
To understand the views of living and non – living objects.
To understand the knowledge of designing software for graphical
applications
To improve the knowledge of creativity.
UNIT I
Elements of design and graphics, visualization, convergence and divergence –
conceptualization – functions and significance – fundamentals of creativity in art – logic
– style – value – tools of art – illustrations – graphs.
UNIT II
Basic elements and principles of graphics, design lay-out and production; typeface
families – kinds – principles of good typography; spacing – measurement – point system.
UNIT III
Type composition – manual – mechanical – lino – mono – ludlow – photo, DTP, use of
computer software, character generation – use of multi-media.
UNIT IV
Basic drawing skills - Drawing of living and non – living objects - Drawing backgrounds
- Adding depth and perspective - Use of colors and tones -color sense. Illustrations -
brand names - trade names - Jingles - Designing of ad
52
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER V
COMMUNICATION THEORIES
Hours : 8 Code: CC20
Credits: 4
COURSE OBJECTIVE
To provide a theoretical understanding of various approaches to mass
communication theories.
To enable the students to understand the evolution, nature and facets of
communication
To make them to understand the sociological theories.
To make them to understand the theories of press.
To acquire the Knowledge of models of communication.
To provide the knowledge of acquiring the new media theories and digital age.
CONTENT
UNIT I
Communication: Definition, the need for communication, Types of communication,
Functional requirements of society, Elements of communication, Function and uses of
communication
UNIT II
Sociological Theories: Social learning theory, Agenda setting theory, Uses and
gratification theory, Dependency theory, Theories of persuasion: Hypodermic bullet
theory, Individual difference theory, Cognitive theory, Personal influence theory
53
UNIT III
Normative theories: Authoritarian theory (Gulf), Libertarian theory (America, U.K.),
Social responsibility theory (India), Soviet media theory (Russia), Democratic participant
media theory (Third World Countries).
UNIT IV
Harold D. Lasswell’s model: Shannon and Weaver’s model: Osgood and Schramm’s
model: Bolton and Cleaver’s model: George Gerbner’s model: Theodore M.Newcombs
model: Berlo’s model: Dance’s Helical Model: Kite Co-orientation Model.
UNIT V
Powerful Model Theory: System Theory, Convergence Theory, New Media Theory,
Sociological Theory, Digital Age.
TEXT
Mass communication theories, an introduction, MC Quail, Dennis, Sage Publications,
London (1987)
BOOKS FOR REFERENCE
Media , Home and Family, Hoover, M.Stewart, Clark Schofield, Lynn, Alters ,F. Diane ,
Taylor and Francis group ,USA (2004).
Communication theories and Models, Andal, N.,Himalya, Bombay(1998).
Communication in the Digital Age, Raj ,A.N., Authors Press, New Delhi
(2000).
Communication management ,Diwan, Parag, Deep and Deep publication,New Delhi(
1997).
Media and Mass Communication, Bhattacharjee Shymali,Kanishka Publsihers, New
Delhi (2005).
54
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER V
RADIO & TELEVISION NEWSCASTING
Hours : 7 Code: CC21
Credits: 4
COURSE OBJECTIVE
To providing the knowledge of production techniques of AM and FM radio.
Gathering knowledge about applications of radio broadcasting.
Develop their knowledge of management power on maintaining the of TV and
Radio industries.
Developing the knowledge of webcasting video clips for news.
To provide the knowledge of technical objects using for newscasting like OB Van
To make them to understand the errors and emergencies for correcting the on air
programming.
UNIT-I:
History of Radio. Characteristics of radio medium. Radio production fundamentals.
Purpose of production and type. Information and scripting. Interviewing. Methods of
interviews. Location of recording. Narration Styles. Music recording. Magazines and
sequences. Remote broadcasts. Evolution of radio broadcast in India. Radio as an
educational tool. Radio programmes and formats.
UNIT-II
News policy and practice. Structure of News Story. 5 Ws and 1 H of news. Inverted
Pyramid style. Hard and Soft Leads. Mews reading and presentation methods.
Pronunciation. Vocal stressing. Inflection. Quotation marks. Errors and emergencies.
Headphones. Trails and promos. Phone-in programmes. Listener’s letters.
55
UNIT-III:
Components of TV news. Live Telecast environment and its significance. Work
elements. Video and Audio Elements. Interactive Elements. Technical elements. Types
and Importance of news items. Priority Issues. Catchy items. Sequencing of TV news
bulletins. Role of TV News editors. Role of Studio and media Professionals in TV News
casting.
UNIT-IV:
News production and requirement, electronic still, electronic news gathering, satellite
newsgathering. Role of OB vans. Web casting Video Clips for News. Breaking News.
Headlines. Repetitive cycles of news. Importance of archive and stock shots for news
editing.
UNIT-V:
News production teams & their roles. Television News Language – Pronunciation, voice
delivery (infliation and defliation), accent. TV news as compared to news in Print Media,
news for Interval, news portals. Flash news scrolling. Logo and Weather updates. Risk
Management in News casting.
56
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER V
E-CONTENT DEVELOPMENT
Hours : 8 Code: CC22
Credits: 4
COURSE OBJECTIVE
To provide a theoretical understanding of E-Content development.
Understand to Develop E-Learning Modules.
Developing the knowledge of softwares of multimedia.
Providing the knowledge of writing scripts for E-Contents.
To provide the knowledge of checking the audio quality, and playback issues.
To provide the knowledge of developing the full form of E- content for the
perfect activity.
UNIT I
Elements of E-contents, E-books, E-learning and E-shopping - E-content design
concepts, design elements, tools. Design of user interface
UNIT II
Use of a Content Development software. Hypermedia applications design- User interface
design. Object display. Audio quality. Playback issues. 3D object displays.
UNIT III
Multimedia Programming: Scripting. Overview and Definitions. The Score and the Stage.
Using The Score. The playback head- Channels, Frames, Sprites, Cast members.
Markers, Editing Frames. Dot Syntax, Parentheses, Character spaces, Comments.
Operators, Lists. Types of Scripts- Messages and Events
57
UNIT IV
Overlaying Regions- Support for Other Media - fitting media to regions-
Synchronization. Adding duration of time to media – dur. Delaying Media -- the begin
tag. Sequencing Media -- the seq tag . Parallel Media -- the par tag.
UNIT V
Developing a full-form e-content for a predetermined activity.
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER V
DESIGN AND GRAPHICS (PRACTICAL)
Hours : Code: CC23
Credits:
DESIGN TECHNOLOGY (CORELDRAW)
1. Vectors and Tools.
2. Tools and the Edit menu.
3. Tools and the Groups.
4. Tools and Arrange menu.
5. Perspective; Node Editing.
6. Bitmaps in Vectors; Filters and Lens.
7. Tips and Tricks; T-Shirts, Key chains, Print.
DESIGN TECHNOLOGY (ADOBE PHOTOSHOP)
1. Tools.
58
2. Layers.
3. Selections.
4. Colours
5. Paths.
6. Web objects and tricks.
7. Mixture of all-important points.
LIST OF PRACTICALS
1. Masking.
2. Print advertisement
3. Photo editing
4. Colour Correction
5. Background editing
6. Cloning
DESIGN TECHNOLOGY (FLASH)
1. Work area
2. Flash Drawing
3. Simple animation
4. Masking
5. Importing Images
6. Tweens and motion
7. Adding animation
59
8. Animation on path
9. Designing layout
10. Creating buttons
11. Action script
12. Sound and video
13. Hexadecimal colour codes
LIST OF PRACTICALS
1. Presentation
2. 30 sec short film / ad film
LIST OF PRACTICAL’S
1. Logo
2. Visiting Card
3. Letter head
4. CD cover
5. Package design
6. Dangler
7. Standee
8. Magazine front cover
9. Brochure
10. Classified advertisement
11. Ear panels
60
12. Retail advertisement
13. Banner design (seminar, college festival, awards)
14. Brand promotion
15. Print Advertisement
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER VI
RADIO PRODUCTION
Hours : 8 Code: CC24
Credits: 4
COURSE OBJECTIVE
To empower the students to produce program for the broadcast media
To enable the students to master the individual skills for producing pieces for air.
To enable the students to learn basic techniques of radio reporting, writing and
on-air production.
To enable the students for producing programmes for on air.
To make them to understand the error and emergency period programs
To learn the styles of narrating formats for radio scripts.
UNIT I
History of Radio. Characteristics of radio medium. Radio production fundamentals.
Purpose of production and type. Information and scripting. Interviewing. Methods of
interviews.
UNIT II
Techniques of Sound Recording, Sound Effects, Editing. Radio in India; use of radio for
education; instructional programmes in radio; conceptualization for educational radio;
research for radio programmes. Location of recording. Narration Styles. Music recording.
61
Magazines and sequences. Remote broadcasts. Evolution of radio broadcast in India.
Radio as an educational tool. Radio programmes and formats.
UNIT III
Target audience for production of programmes for radio; formats for programmes,
planning and scripting for radio programmes, collection of material for programmes;
documentation; production of programmes for radio, evaluation, assessment and analysis.
UNIT IV
Writing for radio – News – Interviews – Special Audience Programme - News Reading
Techniques. News policy and practice. Structure of News Story. 5 Ws and 1 H of news.
Inverted Pyramid style. Hard and Soft Leads.
UNIT V
News reading and presentation methods. Pronunciation. Vocal stressing. Inflection.
Quotation marks. Errors and emergencies. Headphones. Trails and promos. Phone-in
programmes. Listener’s letters.
REFRENCES
1. Radio Production, Robert Mc Leisch , third edition, Reed Elsevier, Oxford, 1994.
2. Ramanujam R.C. Mass Communication and its Digital Transformation, APH
Publising Corporation.
3. Kumud Kundu. Cyber Media and Information Technology, Mangalam Publishers,
Delhi.
4. Rawat D.K.S. Digital Media and Communication Technology, Swastic
Publishers, Delhi.
62
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc., MEDIA AND COMMUNICATION - SEMESTER VI
VISUAL ANALYSIS TOOLS
Hours : 7 Code: CC25A
Credits: 4
COURSE OBJECTIVE
To enable the students to understand and interpret media text
To enable the students to effectively apply visual analysis tools in analysis media
contents
To enable the students to understand the psychological approaches of visuals.
To understand the Oedipus complex criticism for analyzing the pros and cons
To acquire the knowledge of portrayals of women in media
To understand the Freud’s theory for analyzing the media languages.
UNIT I: SEMIOTIC ANALYSIS
A history of subject-The problem of meaning-Signs-Signs and truth-Language and
speaking-Connotation and denotation-Systematic analysis -Paradigmatic analysis-
Metaphor and metonymy-Codes-Semiotics of the television medium
UNIT II: FEMINIST ANALYSIS
Portrayal of Women in Media – Portrayal of women in News Media - Male gaze – Male
domination – Women Marginalization in the Media – false consciousness – the consumer
society(Targeting Women as Consumers)
UNIT III: PSYCHOANALYTIC CRITICISM
The unconscious-Sexuality-The Oedipus complex-Symbols-Defense mechanisms-
Dreams-Aggression and guilt-Psychoanalytic analysis of media: a cautionary note-
Jungian psychoanalytic theory
63
UNIT IV: SOCIOLOGICAL ANALYSIS
Some basic concepts-Uses and gratifications-Content analysis
UNIT V: INTERPRETATIONS OF PRINT ADVERTISEMENT
Sign in Signs: a premier on applied semiotics-The maiden in paradise: a case study-
Psychoanalysis aspects of the text-An aside of moisturizers and anxiety -Final comments
on perfume and anxiety-Commercials and anxiety
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER III
ART APPRECIATION
Hours : 7 Code: CC25B
Credits: 4
COURSE OBJECTIVE
To provide specialized training in shooting photographs
To enable the students to understand the architectural style of Indian and western
art.
To Improving the knowledge of aesthetical approaches of art.
To Improve the designing skills of interior and exterior art works.
To develop the knowledge of Indian aesthetical art forms
To make them to understand the western art forms and styles.
UNIT 1
Indian Art: proto historic period, historic period - Buddhist, Jana, Hindu,Gupta
Architecture; Northern temple, temples in the Decan.
UNIT 2
Southern Temples- Pallava, Chola, Pandya, Vijayanagar and Nayaks, Islamic Period -
architecture, imperial style, provincial style and mughal style.
UNIT 3
64
Sculptures - the mauryas, the Kushans, the Guptas, Chalukyas, the Hoysalas, the
Pallavas. The
Cholas, Pandyas, Vijayanagara paintings, murals - north Indian, south Indian, Miniatures
- mughal paintings, Rajput painting, Rajasthan, Pahari paintings, Modern Indian painting.
UNIT 4
The Western Art and Architecture - Egyptian, Greek, Roman, Early Christian, Byzantine,
Romanesque, Gothic, Italian, Flemish, German, Dutch, Spanish, English, French and
Modern art.
UNIT 5
Aesthetics - The function of art, Art, Artist and Society, Social responsibility of the
Artist,
Indian Aesthetics, Beauty, the Rasas.
Books for study and reference:
1.Edith Tomory, History of Fine Arts in India and the West, Orient Longman Limited,
India, 1989.
2.Yuri Borev, Aesthetics, Progress Publishers, Moscow, 1985.
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER VI
MEDIA MANAGEMENT
Hours : 8 Code: CC26
Credits: 4
COURSE OBJECTIVE
To enable the students to get acquainted with media management and the
challenges facing managers in a period of technological and social change
To enable the students to develop knowledge of managing in media organization.
Students will practice planning, motivating, organizing, staffing and evaluating
within an organizational framework.
To understand the knowledge of administration and media management in media.
65
To provide the knowledge of ownership patterns of mass media.
To acquire the knowledge of economic strategy of print and electronic media.
UNIT I
Principles of media management and their significance – media as an industry and
profession.
UNIT II
Ownership patterns of mass-media in India – sole proprietorship, partnership, private
limited companies, public limited companies, trusts, co-operatives, religious institutions
(societies) and franchisees (chains). Policy formulation – planning and control; problems,
process and prospects of launching media ventures. Organization theory, delegation,
decentralization, motivation, control and co-ordination
UNIT III
Hierarchy, functions and organizational structure of different departments – general
management, finance, circulation (sales promotion – including pricing and price – war
aspect); advertising (marketing), personnel management, production and reference
sections; apex bodies: DAVP, INS and ABC. Changing roles of editorial staff and other
media persons. Editorial – Response system.
UNIT IV
Economics of print and electronic media – management, business, legal and financial
aspects of media management. Budgeting and finance, capital costs, production costs,
commercial olity, advertising and sales strategy, completion and survival, evolving a
strategy and plan of action, operations, production schedule and process, evaluation,
budget control, costing, tax, labour laws and PR for building and sustaining business and
audience.
UNIT V
66
Planning and execution of programme production – production terms, control practices
and procedures. Administration and programme management in media – scheduling,
transmitting, record keeping, quality control and cost effective techniques. Employee /
employer and customer relations services; marketing strategies – brand promotion
(space/time, circulation) – reach – promotion – market survey techniques - human
research development for media. Foreign equity in Indian media (including print media)
and Press Commissions on Indian newspaper management structure.
REFERENCE
1. Sohn, Ardyth, et al. Media Management: A Casebook Approach. 2nd ed. New
Jersey: Lawrence Erlbaum, 1999.
2. Media Management: A Casebook Approach (2nd Ed.) by Ardyth B. Sohn, Jan
LeBlanc Wicks, Stephen Lacy and George Sylvie (Lawrence Erlbaum Associates,
1999).
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER VI
MEDIA, SOCIETY AND CULTURE
Hours : 7 Code: CC27
Credits: 4
COURSE OBJECTIVE
To enable the students to identify the basic elements of society and culture
To understand the dynamics of media, culture and society and study the core
concepts of a critical reading of the media.
To make them to understand the function of mass Communication in our society.
To acquire the knowledge of regulatory mechanism of Government bodies.
To make them to understand the social process of media in our society
To make them to understand the knowledge of challenges and trends in digital
society.
67
UNIT I
Media and Society: Contemporary importance of Media in modern society; Media’s
influence on audiences’ thinking and social behavior: Media dependency-Pluralistic
media and Indian society
UNIT II
Media in Democratic Society-Media and social process: Mediated role and social
conferment, status conferral, socialization-Politics and Industrial power: Political
economy of policy perspectives
UNIT III
Media, politics and ideology: Market oriented media and social dilemma culture and
communication –mass-mediated culture- Communication and social conflicts- Religion
and communication. Contemporary relevance of Gandhian model of Communication
UNIT IV
Communication across cultures – new communication technologies –change and
challenges-trends in mass communication in the Internet era- knowledge society
Information rich and information poor
UNIT V
Mass Communication: Characteristics; Mass media – Growth, New media context,
access, control and use. Functions of Mass communication – information, education and
entertainment, Social Norm, Status conferral, Privatization, Monopolization,
Canalization, Inoculation, Mass society and Mass culture.- Dysfunctions : stereotyping,
68
cultural alienation, impact on children; Regulatory mechanism: government , professional
bodies and citizen groups.
PRESCRIBED TEXT
Masterman, Len - Teaching the Media
REFERENCE
1. Joshi.P.C. - Culture, Communication and Social Change
2. MacBride, Sean - Many Voices One World
3. Barrat, David - Media Sociology
4. Pandian.M.S.S. - The Image Trap
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER VI
RADIO PRODUCTION PRACTICALS
Hours : Code: CC28
Credits:
1. Radio Programme fundamentals, Purpose, Type of radio programmes –
characteristics – News, Drama, Music, Talk, Interview, Group discussion,
Documentary.
2. Information and Script Writing for radio programmes – Standard Script forms
3. Writing for Radio – Style grammar – format writing tools, creative writing &
editing
4. Sound recording Editing – Sound effects
5. Style of radio announcements – Compeering – Narration – Voice Modulation
6. Methods of Interviews, Location of recording, Music recording, Magazines,
Remote broadcast.
69
7. News reading and presentation methods, pronunciation, vocals stressing,
Inflection, quotation marks, errors and emergencies. Headphones, Trials and
promos. Phone in programmes, Business letters.
8. Making commercials and discussion programmes. Purpose and styles. Voicing
and treatments. Music and effects. Controls of discussion programmes. Ending
the programmes.
9. Satellite Radio- worldspace
70
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER- VII
MEDIA LAWS AND ETHICS
Hours : 7 Code: CC29
Credits: 4
COURSE OBJECTIVE
To enable the Students to understand the regulatory aspects of print or electronic
journalism, or radio, or television station management.
To give an ability to use their knowledge and reasoning skills to make ethical
decisions in their professional practices.
To enable the Students to analyze libel law, privacy, objectivity, responsibility,
freedom of speech and censorship, and the role of the press in society.
To enable the Students to understand the regulatory aspects of print media.
To providing the knowledge of cyber laws information technology act.
To improve the knowledge of ethical decisions in their professional practices.
UNIT I
Press Laws: National objectives, Responsibilities of the press, Rights and Privileges;
Freedom of the press and Reasonable Restrictions; Defamation, Sedition, Obscenity,
Incitement of violence, Press and registration of books act 1867, Copy right law, The
Working Journalists acts of 1955, 1956, and 1958; Contempt of court act 1971. The
Newspaper (Price & Page) Act 1971. Press council guidelines; Press Council code on
Communal writing; Editor’s Responsibilities
UNIT II
The law of copyrights-Trade related Aspects of Intellectual Property Rights (TRIPS) &
TRIMs; International Intellectual propriety of rights; The Contempt of Courts Act 1971;
The India Telegraph Act, The design Act, 1911, The Patents Act, 1957 Law of
defamation; Libel and Slander; Prasar Bharti Act; The Broadcast Bill; cable television act
1995, Broadcasting Services Regulation Bill, 2006, Cinematograph Act 2006
71
UNIT III
Right to information (Information Bill; Laws of Human Rights- Child labour Acts-
Indecent Representation of woman (prohibition) Act, 1986, The monopolies and
restrictive Trade Practices Act, 1969, Salient feature
UNIT IV
Cyber Laws-Information Technology Act, 2000; Hackers, Cyber Terrorism, Cyber
Stalking, spamming, cryptography and digital signature, computer viruses, child
pornography, privacy and cyber crime, electronic governance; Copy right Act 1957
UNIT V
Fundamental Rights, Directive Principles of State Policy, Centre-State Relations,
Legislative relations, Emergency Provisions, Amendment of the Constitution,
Parliamentary Privileges
1. PRESCRIBED TEXTS
2. The Law of the Press in India, Durga Das Basu, Hall of the Indian Pivate
Limited, New Delhi
3. The Constitutional Law of India, Durga Das Basu, Prentice Hall of India, New
Delhi.
4. Indian Press Profession to Industry, Arun Bhattcharee, Vikas Publication, Delhi
5. Media Ethics and Laws, Jan R. Hakemulder, Fay Acde Jonge, P.P. Singh
REFERENCE:
1. Theory and Practice of Journalism - Ahuja, B.N.,
2. Freedom of State - by Peter Arches and Lord Reay, National Academy, New
Delhi
3. Know your Copyright - G.D. Ghosla,
4. Law of Copyright - Narayanan
5. AIR Manual
6. Law for Cinema and Videos - Vijay Malik
72
7. Mass Communication in India – Keval J. Kumar
8. Media Ethics: Cases and Moral Reasoning – Cliforgd G. Christians, Mark
9. Fackler, Kim B. Rotzoll, Kathy Brittain McKee
10. Ethics in Human Communication – Richard L. Johannesen
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER- VII
TELEVISION PRODUCTION
Hours : 8 Code: CC30
Credits: 4
COURSE OBJECTIVE
To enable students understand the medium Television’ historically, technically
and aesthetically.
To understand the function of television production equipment and facilities i.e.
cameras, switchers, audio consoles, tape recorders, and lighting equipment.
To developthe aesthetic and critical insights
To enable the students for proper appreciation and evaluation of production
techniques.
To understand the production techniques methods for production.
To understand the knowledge of updating versions of future world Television.
UNIT I
Fundamentals of video. Photography and video. Camera. Tape and recording. Film
transfer and Video processing. Audio and power devices. Video display systems. Multi-
camera production.
73
UNIT II
Camera parameters. Lens. Frames. Films. Exposure. Focusing. Sharpness and contrast.
Cameral filters. Lighting systems. Lighting methods and needs. Shooting plans and
backgrounds. Getting organized for shooting. Importance of. Backgrounds. Real and
unreal backgrounds. Neutral background. Economical settings. Location selection. Pre-
production planning.
UNIT III
Editing in videography. Basics of video editing. Physical editing. Cutting points and
transitions. Order of shots. Editing methods. Generations of editing. Edit controllers.
Post-production editing. Good editing techniques.
UNIT IV
Production techniques. Script writing. Purpose of scripts. Length and style of scripts
Story boards and components. Pre and post-production techniques. Effective shots. File
shots. Footages. Special effects. Graphics and animation. Chromo - key usage. Economy
shooting
UNIT V
Writing for TV – News & Current Affairs Programmes – TV Anchoring – TV Camera
Types – TV Post Production Techniques, International Standards for Digital Audio &
Video – The Future of World TV.
PRESCRIBED TEXT
Television production handbook, Herbert Zettl,Wadsworth Publication,New York
(2003)
REFERENCES
1. Whittaker, Ron Television Production, Mayfield Publishing (2005)
2. Hampe, Barry Video Scriptwriting, Penguin (1993)
3. Set Lighting Technician’s Handbook. Box, Harry Boston: Focal Press
(1993)
4. Audio Sweetening for Film and TV. Blue Ridge Summit, Hubatka, Milton
PA: TAB Professional and Reference Books( 1985)
74
5. Audio Production Techniques for Video. Huber, David Knowledge
Industry Publications, Inc., White Plains, New York (1987)
6. Lewis, Colby The TV Director/Interpreter. Communication Arts Books,
New York (1968)
7. Mathias, Harry Electronic Cinematography.: Wadsworth Publishing Co.,
Belmont, California (1985)
8. Metrazzo, Donna The Corporate Scripwriter’s Book. Portland, Oregon:
Communication Publishing Co (1985)
9. Shetter, Michael Videotape Editing Elk Grove Village, IL: Swiderski
Electronics Inc (1985)
10. Smith, Coleman Mastering Television Technology. Richardson, Texas:
Newman Smith Publishing Co. Inc (1988)
11. Utz, Peter Recording Great Audio. Mendocino, CA: Quantum Publishing
(1990)
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER- VII
TELEVISION PRODUCTION PRACTICALS
Hours : 7 Code: CC31
Credits: 4
To understand the function of television production equipment and facilities i.e.
cameras, switchers, audio consoles, tape recorders, and lighting equipment.
To develop the knowledge of different film formats.
To develop the knowledge of lighting techniques.
To enable the students for Pre production and post production techniques.
To get a training of short film and documentary film production techniques.
To get the knowledge of Multi-camera production techniques.
Practical
1. Production planning, pre production and postproduction planning-duties and
responsibilities of producer/director. Production techniques-video format;
75
documentary, serial, talk show, interview, demonstration, discussion, profiles,
commercials. Set designing and make up – visualization and composition-
aesthetics-directing the actors directing the crew. .
2. Planning and Production of indoor and outdoor shootings, planning and
management of live shows.
3. Film transfer and Video processing. Video display systems. Multi-camera
production. Lighting systems- Lighting methods and needs. Mike positioning and
arrangements.
4. Shooting plans and backgrounds. Getting organized for shooting.
5. Importance of backgrounds. Real and unreal backgrounds. Neutral background.
Economical settings. Location selection. Post-production editing
6. Applications of Production techniques- Script, Length and style of scripts, Story
boards and components, Pre and post-production techniques, Effective shots, File
shots, Footages, Special effects. Graphics and animation, Chromo key usage and
Economy shooting methods.
a. Commercial (30 Seconds Max)
b. Short / Documentary (15 minutes’)
c. Concept theme- Focus- Treatment-Narration (story- past tense)
d. Script – Story board
76
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER- VII
WOMEN AND MEDIA
Hours : 8 Code: CC32
Credits: 4
COURSE OBJECTIVE:
To empower the students to explore the effects of media images on the
construction of identities, especially gender and how much of our sense of self is
contrasted and compared to popular media images.
To enable the students to analyze the status of women in media, society.
To make them understand the feminist concepts of women.
To make them to understand the present scenario of women tn workplace.
To enable the students to portraying women in imaginary concepts proudly.
To make them to understand the vedic women in vedic society.
UNIT I:
Women in Vedic society - Women in Colonial period – The different forms of marriages
- Social customs and rituals of Vedic, Puranic and Moghal Era - Status of women in
emerging India – case studies
UNIT II:
Gender gap and gender bias - Patriarchy and patriarchal society - Male and female
migration – Different types of Violence against women – Difficulties faced by Women in
labour force – Problems of career women – Domestic Violence
UNIT III:
Anarcho feminism - Amazon feminism - Cultural feminism - Eco feminism - Liberal
feminism - Socialist feminism - Pop feminism – Incorporating feminist theory in Mass
Communication – Methodology – Feminism and mass Communication practice
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UNIT IV
The progress of women in Journalistic workforce – Women’s Employement and status in
the magazine industry – Place of women in the broadcast industry – The face of the
network news – Women in public relations: feminist perspectives – visual images and
Re- Imaging.
UNIT V:
Women in Television -Women in Journalism - Women in Radio - Women in Films -
Women in Advertisements - Women in Alternative media
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER-V
VIDEO MAGAZINE PRODUCTION
Hours : 6 Code: CC33A
Credits: 4
COURSE OBJECTIVE
Providing knowledge about video magazines.
Understand the knowledge of online magazines.
Gathering the information about business development on video magazines.
To make them to understand the video magazine uploading formats.
To learn the principles of architecture and designing principles of video
magazines.
To make them to understand the promoting techniques in multimedia
applications.
UNIT I
Basics of Video Magazine, Online magazine, Video magazine publications,
Applications, Basic tools for video magazine production. Elements of Video magazine.
Introduction to E- Magazine.
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UNIT II
Difference between online magazine and video magazine, online video advertising,
Business, Marketing, Corporate companies, Video sharing, viral video log, cyber
bullying, cyber zine.
UNIT III
Architecture and Designing principles of video magazine, Online file formats: Video
magazine uploading formats, PDF, PNG
UNIT VI
Hyper link applications, Server client maintenance, Server spaces and data storage,
Multimedia applications, Marketing strategies – brand promotion (space/time,
circulation), Space for Advertising, Video Blog Designing.
UNIT V
Current trends on video magazine, Editorial – Responsibilities, cyber law and ethics,
Commercial Aspects of video Magazine Production .
REFERENCE
1. Professional Web Design - Theory and Technique On The Cutting Edge,
Holzschlag Molly.E., Galgotia Publications Pvt. Ltd, 1997, New Delhi
2. Designing Interactive Websites, Mohler James.L. & Duff Jon.M., Thomson
Learning, 1999, Africa
79
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER- VIII
SOUND AND ACOUSTIC TECHNIQUES
Hours : Code: CC33B
Credits:
OBJECTIVE
To make students aware of the basic principles of sound.
To learn about sound techniques.
To impart knowledge on acoustics and psycho-acoustics.
To make them to understand the knowledge of studio management.
To learn the knowledge of special effects and its functions
To learn the techniques of dubbing for various recording.
UNIT I
PRINCIPLES OF SOUND -The Human Ear; Characteristics of Sound:
Compression & Rarefaction -Velocity, Amplitude and Acoustical Phase -Loudness,
Frequency and Human Hearing -Timbre and Sound Envelope–Physical types of
microphones –microphone selection and use.
UNIT II
LISTENING SOUND- Educated Ear: Cognitive & Affective Information -
Analytical & Critical Listening; Sound’s Dynamic Range; Acoustics & Psycho Acoustics
of Sound: Binaural Hearing -Mono & Stereo effects -Direct & Reflected Sound -
Reverberation& Echo.
UNIT III DESIGNING SOUND- The roles & responsibilities of a sound designer -
Elements of Sound -Perception of various sounds. The steps involved in designing sound
-Functions of Sound with respect to Dialogue –Sound aesthetics.
UNIT IV
FUNCTIONS OF SOUND - Function of Sound with respect to Picture -Functions
of Sound with respect to Special Effects -Functions of Sound with respect to Music –
Special effects and its functions; dubbing; creative usage of sound.
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UNIT V
STUDIO MANAGEMENT- Studio and live mixing speech -Studio Management:
Equipment Management -Transmission & Reception -Studio Operations -Studio Layout
& Design-The Sound Control Room -The Sound Recording Room; Station Management
BOOKS
1.Jan Maes and March Vereammen “Digital Audio Technology”, 4thEdition Focal
Press,2001
2.Randy Thom, Audiocraft: An Introduction to the Tools and Techniques of Audio
Production
, 2nd edition(National Federation of Community Broadcasters, 1989).
3.Carl Hausmanm and Philip Benoit “Announcing, Broadcasting, Communicating Today,
Thomson, 2004.
REFERENCES
1.David Miles Huber “Modern Recording Techniques” 5thEdition Focal Press,2001
2.Carole Fleming “The Radio Handbook” 2ndEdition Routledge,2002
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER-VIII
ADVERTISING
Hours : 9 Code: CC34
Credits: 4
COURSE OBJECTIVE
To provide specialized training in the advertising industry
To develop overall creative and technical skills in production of advertisements.
To understand the knowledge of global marketing.
To understand the knowledge of relationship between Ad agencies and production
companies.
To make them to understand the measurement of audience.
To acquire the knowledge of conducting the campaign for advertising purposes.
UNIT I
Introduction to advertising – relevance of advertising in markets today; Evolution and
history of advertising; Advertising and the Marketing process. Constituents of
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advertising. Advertising as Communication, Status of Advertising industry in India,
Socioeconomic effects of Advertising, advertising in Global marketing context; Leading
advertisers (national and international); Advertising theories: Hierarchy of needs ,
Stimulus-Response theory;
UNIT II
Types of Advertising: Consumer, industrial, Corporate, Cooperative, Retail, Farm,
Comparative, Public service, Life-style and Trade. Strategies, merits and demerits;
Critical analysis of ads; Campaign Planning; Situation analysis; The planning cycle –
contemporary models; Strategy in campaign planning: Types of campaign (teaser /
testimonial / launch)
UNIT III
Advertising Agency: Structure and functions, Types of Agencies, Agency selection,
Media relationship, Global marketing and advertising; implications professional bodies;
advertising genies association Advertising standards Council, Profiles of leading
international and Indian Agencies, diversifications and specializations, professional
ethics, challenges and requirements.
UNIT IV
Advertising forms; ad production Copy: copy platform, copy format, elements, appeals,
Visuals and other creative elements. Techniques of print ad. Production. Audiovisual
commercials: procedure and techniques. Media: Print, electronic, outdoor and new
media: characteristics, cost effectiveness. Media planning strategy and methods; Case
study of prints and commercials
UNIT V
Overview of Media Concepts- Target Audience, Markets, Reach & Frequency,
Scheduling, Strengths & Weaknesses of Mediums (SWOT); Media Terminology, IRS &
TAM, Costings. Setting media objectives (media market analysis); Media Planning
Process. Product Linkage Data; Markets; Writing a client Media brief; Factors affecting
82
reach / frequency; Scheduling Patterns; Usage of Media Mix; Budget Setting, allocation
of budget to media types – Effective frequency estimator; Target Reach and Cost
Efficiency – Media buying & placement (how to buy print / television space & time, CPT
vs CPRP analysis); Exposures – potential, measuring vehicles; Presentations.
PRESCRIBED TEXT
Chunnawala S.A and Sethia - K.C Foundations of advertising – Theory and
Practice
REFERENCE
1. Dennison, Dell – The advertising Handlook (1999)
2. Jefkins, Frank – Advertising Made simple (1992)
3. Kotler, Philip – Marketing Management (1980)
4. Batra, Rajeev; Myers C. John , Aaker A. David – Advertising
Management (1996)
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER- VIII
PUBLIC RELATIONS
Hours : 9 Code: CC35
Credits: 4
COURSE OBJECTIVE
To enable the students to establish effective public relations with different
Departments of an organization
To equip the students to become effective PROs
To understand the functions of PROs in organization
To make them to understand the proper communication techniques for PROs
To understand the advertising and PROs relationship.
To learn the Evaluation and research for PROs.
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UNIT I
Public Relations: Evolution of Public Relations, Four basic elements of public relations
PR as a management concept, PR as a profession, PR Functions: public opinion,
propaganda, and publicity, PR firms in India: status and growth.
UNIT II
Public Opinion: Attitudes in opinion formation. Changing existing attitudes; Formation
of public opinion; Group influence on individual opinion; Rational basis of public
opinion; Propaganda; techniques of Pernicious Propaganda. Communication: Internal
Communication; External Communication; Communication process; Informal
Communication; Formal Communication; Semantics in Verbal Communication; Non
Verbal Communication; Employee’s Role in Communication
UNIT III
Organization; Public relation Policy Committee; Planning Committee in the Public
Relation Department. The Public relation Counsel; The public relation Budget; Media
Relations and Publicity Selection of publicity media; Types of publicity; Communication
with the media; Tools of PR: Advertising, (house journal) Periodicals, Films, Employee
Relation, shareholders, special events, PR publics, consumers, community, government,
media. PR role in a Natural Disaster, PR in private and public sectors, Public Relations
practices in the global context; Code of professional standards for the practice of public
relations; Code of ethics in India
UNIT IV
Evaluation and Research: Advantages of Public Relations Research; Limitations of
Public Relations Research. Types of Public Research; Public Opinion Research; Research
of a corporation ‘s Public Relations and the Public relations of other companies; The
public relation Audit; Research on Influence on Public Opinion; Basic Research in
84
Human Relations; Organization for public relations research; Public Relation research by
outside research firms; Qualification for public relation research
UNIT V
Measuring advertising effectiveness- Pre and post test, Cross-cultural and Lifestyle
research, Trends in Advertising research in India: Professional Ethics, issues and
problems; Global marketing and advertising in future.
PRESCRIBED TEXTS
Lesly , Philip - Handbook of Public Relations and communications.
REFERENCE
1. Anuja B.N, Chhabra, S.S - Advertising and Public Relations
2. Gupta, OM - Basic aspects of Media Writing
3. Stovall, Glen James - Writing for the Mass Media
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER- VIII
INTERNATIONAL COMMUNICATION
Hours : 9 Code: CC36
Credits: 4
COURSE OBJECTIVE
To understand the communication channels and strategies are used to shape
opinions across cultural boundaries in the globalised world.
To develop effective communication strategies for maintaining relationships in an
increasingly inter-dependent world.
To acquaint students with the meaning of political Communication,
To study the basic concept of UNO.
To acquire some knowledge of international telecommunication and regulatory.
To gather some knowledge of globalization on media systems.
85
UNIT I
Political, economic and cultural dimensions of international communication –
communication and information as a tool of equality and exploitation – international
news flow – imbalance – media growth – international, regional and internal disparities.
UNIT II
Communication as a human right – UNO’s Universal Declaration of Human Rights and
communication – international news agencies and syndicates, their organizational
structure and functions – a critique of western news values.
UNIT III
Impact of new communication technology on news flow – satellite communication – its
historical background – status – progress – effects – information super highways –
international telecommunication and regulatory organizations –
UNIT IV
UNESCO’s efforts in removal imbalance in news flow – debate on new international
Information and Economic Order –MacBride Commission’s report – non-aligned news
agencies news pool – its working, success, failure.
UNIT V
Issues in international communication – democratization of information flow and media
systems– professional standards; communication research – telecommunication tariffs;
information - prompted cultural imperialism – criticisms; violence against media persons;
– effects of globalization on media systems and their functions; transnational media
ownership and issues of sovereignty and security; international intellectual property
rights; international media institutions and professional organizations; code of conduct.
86
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER-VII
ADVERTISING (Practical)
Hours : 9 Code: CC37A
Credits: 4
COURSE OBJECTIVE
To provide specialized training in the advertising industry.
To develop overall creative and technical skills in production of
advertisements.
To get a training of advertising in markets today.
To study the Techniques of print ad Production.
To observe the current trend of advertising techniques.
To identify the Media planning strategy and methods.
1. Narrative and Non –Narrative techniques for script
2. Preparing the content, creating the storyboard for an Advertising.
3. Planning procedures for Production work
4. Character selection and props designing
5. Set and background designing
6. Collection and shooting of video resources
7. Rendering ,Timing and delivery of various media formats of same production.
8. Music composition exercises
9. Simple and complicated approaches.
10. Numbers of 1-min Advertising out- put should be in DVD format
11. Preparing the content, creating the storyboard for a media advertisement.
87
12. Planning procedures for media advertisement
13. Collection and shooting of video resources
14. Narration and music composition exercises
15. Timing and delivery of various media formats of same production.
16. Simple and complicated approaches.
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER- IX
FINAL CUT PRO Editing (Practical)
Hours : Code: CC37B
Credits:
Objectives:
To provide training for digital editing application that helps beginners and
seasoned professionals achieve stunning results.
Students will become familiar with the user interface while you learn how to
perform editing functions.
Students will be enable to learn the real-world media to learn practical approaches
to video editing—
To learn basic techniques to Final Cut Pro’s powerful advanced features.
To provide training for MAC operating systems .
to provide training for on- air editing from 3point camera sources.
PRACTICAL
Building and Navigating a Project
Video Editing Essentials
Trimming Techniques
Capturing and Transferring Footage
Transition Effects
Editing with Multiple Tracks and Camera Angles
Video Effects
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Titles and Graphics
Audio
Color Correction and Project Finalizing
Outputting and Encoding
Delivering, Authoring, and Archiving
15 min out- put should be in DVD format
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER- VIII
RESEARCH METHODS IN COMMUNICATION AND MEDIA
Hours : Code: CC38
Credits:
Course objectives
To learning the Knowledge about qualitative and quantitative methods of media,
To learn the techniques of analyzing validating the dates.
To understand the ethical aspects of media research.
To understand the knowledge of methodology section for research.
To learn the knowledge about findings and conclusion of the valuable research.
To understand the concept of research for contributing some social responsibility
to the society.
UNIT I
Definition – elements of research – scientific approach – research and communication
theories – role – function – scope and importance of communication research – basic and
applied research. Research design components – experimental, quasi-experimental,
benchmark, longitudinal studies – simulation – panel studies –corelational designs.
UNIT II
Methods of communication research – census method, survey method, observation
method – clinical studies – case studies – content analysis.
89
UNIT III
Tools of data collection: sources, media source books, questionnaire and schedules,
people’s meter, diary method, field studies, logistic groups, focus groups, telephone,
surveys, online polls. Random sampling methods and representativeness of the samples,
sampling errors and distributions in the findings.
UNIT IV
Media research – evaluation, feedback – feed forward – media habits – public opinion
surveys – pre-election studies and exit polls. Report writing – data analysis techniques –
coding and tabulation – non-statistical methods – descriptive – historical – statistical
analysis – parametric and non-parametric – uni-variate –bi-variate – multi-variate – tests
of significance – levels of measurement – central tendency – tests of reliability and
validity – SPSS and other statistical packages.
UNIT V
Media research as a tool of reporting. Readership and / audience surveys, preparation of
research reports / project reports / dissertations / theses. Ethical perspectives of mass
media research.
90
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER-IX
MULTIMEDIA AND INTERNET TECHNOLOGIES
Hours : 7 Code: CC39A
Credits: 4
Course objectives
To study the Multimedia system architecture and its functions.
To understand the importance of Multimedia I/O Technologies.
To get knowledge about Web servers, browsers and Web spiders.
To learn how to transfer data’s to web client server technologies.
To study about Multimedia application classes. Game systems. Interactive
TV.
To empower the students to produce Video conferencing. Hypermedia
mails.
UNIT I:
Definition of Multimedia. Multimedia systems. Multimedia elements. Multimedia
applications. Multimedia system architecture. Evolving systems of multimedia- HDTV,
UDTV. Digital signal processing. Multimedia file formats, standards, communication
protocols, conversions. Data compression and decompression. Types and methods of
compression and decompression. Multimedia I/O Technologies.
UNIT II:
Internet technology. An overview of OSI model. History of the World Wide Web. Web
documents. Web servers, browsers and Web spiders. Search engines and applications. E-
commerce. E-learning. E-Examinations. Active Server Pages. Personal Home Pages.
URLs and Call activations. File transfers over the net. Mirror sites.
UNIT III:
91
Internet Services. ISPs. Types of ISPs. Setting up of an Internet account. Connect to
WWW by configuring your own TCP/IP. Installing and configuring the modem. Internet
options and their usage. Multimedia application classes. Game systems. Interactive TV.
Set top boxes. Video conferencing. Hypermedia mails.
UNIT IV:
Introduction to HTML. HTML Tags and their applications - Commonly used HTML
Commands. Structure of an HTML program., Document Head. Document Body. Lists-
Types of Lists (Unordered List (Bullets), Ordered Lists (Numbering), Definition Lists).
Adding Graphics to HTML Documents.
UNIT V:
Tables: Introduction to Header, Data rows, Caption Tag. Width, Border, Cell, color, span
attributes. Linking Documents. Links (External Document References, Internal
Document References); Images as Hyperlinks (Image Maps). Frames and their usage.
Methods of creating web pages- in-line frames, handling of media elements in web pages.
REFERENCES
3. Designing TCP/IP Internetworks, Bennet Geoff, Galgotia Publications Pvt.Ltd,
1998, New Delhi
4. A Text Book of Internet & Web Page Design, Srivastav Raj Kumar, Dominant
Publishers and Distributors, 2001, New Delhi
5. The Internet Book, Comer Douglas.E., Prentice Hall of India Private Limited,
2003, New Delhi
6. Internet With Web Page, Web Site Design Bible, Underdahl Brain & Underdahl
Keith, Idg Books India (P) Ltd, 2000, New Delhi
7. Webmasters Handbook, Galgotia, Prima Publishing, 0, New Delhi
8. Hands On Html, Robertson Greg, Bpb Publications, 1999, New Delhi
9. Mastering Html 4 Premium Edition, Ray Deborah.S. & Ray Eric.J., Bpb
Publications, 1999, New Delhi
10. The Complete Reference Web Design, Powell Thomas.A., Tata McGraw-Hill
Publishing Company Limited, 2000, New Delhi
92
11. Professional Web Design - Theory and Technique On The Cutting Edge,
Holzschlag Molly.E., Galgotia Publications Pvt. Ltd, 1997, New Delhi
12. Designing Interactive Websites, Mohler James.L. & Duff Jon.M., Thomson
Learning, 1999, Africa
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER- VIII
LIGHTING TECHNIQUES
Hours : Code: CC39B
Credits:
OBJECTIVE
To make students aware of the basic principles of Lighting.
To learn about in-door and out- door Lighting techniques.
To impart knowledge on colors from different Lightning sources.
To Understand the use of reflectors, diffusers, mirrors, skimmers in outdoor
photography.
To make them to understand the sources of lights.
To learn the uses of filters and reflectors.
UNIT I
Basic principle of light. Electromagnetic spectrum, visible spectrum. Behaviour of
light falling on an object – absorption, reflection refraction, transmission, diffraction,
dispersion, scattering of light, refractive index. Inverse square law. Basic principles of
colur , CIE diagram , trichromatic theory of vision.
UNIT II
Quality of light : Specular, diffused and bounced. Types of light : Natural day
light, Incandescent, (tungsten- halogen, [Tenner (10K), Senior (5K), Junior (2K), Baby
(1K), Inkie Multi 10, Multi 20 etc], photoflood), fluorescent, (Kino Flo), Metal Halide
enclosed AC arc (HMI) etc.
UNIT III
Basic understanding of ratio lighting (key + fill : fill alone) use of back light,
kicker and back ground light. How to lit up an indoor situation. Use of light source filters.
Use of reflectors, mirrors, skimmers in an outdoor situationColour Temperature, Electro
93
Magnetic spectrum, Available Light, Artificial Light, Light Dispersion-Soft Light, Hard
Light, Light Sources-Tungsten Lamps, Overrun Lamps, Tungsten -halogen, Gas
discharge lamps, Fluorescent Lamps, Light Fittings-Soft Lights, Spotlights.
UNIT VI
Effects projectors, Follow spots, Lighting Control, Lighting Problems, Lighting
for
Colour, Pictorial Lighting, Atmospheric Lighting, Animated Lighting, Lighting Effects,
Lighting on Location, Single source lighting, Three Point and Five Point lighting, Light
Measurement methods-Incident, Reflected and Surface brightness method.
UNIT V
Use of different diffusers (Butter paper, Tissue paper, Gateway, Acrylic sheets
etc.)
Fore ground, mid-ground, back ground Separation to create depth. Golden rule.
Introduction to ‘source’ lighting as the key-concept of ‘Realist ‘School of
cinematography. Composition : Fore ground, mid-ground, back ground separation to
create depth. Golden rule. Properties of convex lens as the originating factor of
perspective. Control of perspective using different prime
lenses. High-key and low-key lighting, manipulation of tone and contrast indoor-outdoor
matching. Light as a tool of expression and dramatization.
REFERENCES 1. Des Lyver .Focal Press Video lighting 2. Fill and Thornley Lighting technology 3. Murphy Complete lighting guide 4. Carlson. Professional lighting hand book 5. John Hart. Lighting for action
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER-IX
NEW MEDIA STUDIES
Hours : 6 Code: CC40
Credits: 4
To learning the Knowledge about Social control and democracy
To learn the techniques of E- Governance
To understand the ethical aspects of New media.
To understand the knowledge of audience analysis.
To learn the knowledge about findings for ICTs .
94
To understand the concept of Cybercrimes and Pornography IT policies.
UNIT I
New media Technology – characteristics: Information Superhighway, Convergence,
Structure and Functions; - social and cultural consequences: fragmentation and digital
Isolation; Social Control and Democracy – Privatization and Competition – New media
access and control – Digital Divide: - E-governance – process, social and legal
frameworks – Policy initiatives
UNIT II
Information and Knowledge society – Definitions and characteristics of Information
Society, Post-industrial society – Information Society Theories: Daniel Bell, Machlup,
Webster, Schiller – Evolution of New media audiences: Elite, Mass, Specialized and
Interactive – New media uses and gratifications – Influencing factors
UNIT III
Social and Cultural effects of New Media: Social Networking, Information Overload,
Information Rich and Information Poor, Knowledge Gap and Cultural Alienation New
media impact on old media – ICTs for Development – Empowerment, right to
information
UNIT IV
New Media Theory – Perspectives, Technological Determinism, Constructivism,
Functionalism, Postmodernism, Characteristics of New Media – Uses, Adoption ICT and
Social Transformation – socio-technical paradigm, Information commodification new
consumption norms – knowledge gap. New media issues: Invasion of Privacy, Piracy,
Cybercrimes and Pornography IT policies, Information Bill and Regulations
95
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER-IX
GRAPHICS AND ANIMATION
Hours : 7 Code: CC41
Credits: 4
Course objectives
To study the importance of basic Elements of designing.
To enable the students to understand the power of visual psychology.
To study the importance of Type file formats.
To improve the knowledge of creativity.
To understand the knowledge of designing software for graphical
applications
To understand the views of living and non – living objects.
UNIT II:
Fundamentals of Computer Graphics. Concepts, elements, principles of visual design,
layout principles, Balance, contrast and harmony, perspective design & communication.
Electronic media design (television & computer) – Still & moving, visual only, text only,
visual & text. Tools for creating visual design – for print and electronic media,
automation and graphics. Language of color, form & color, theory of contrasts, illusions
of Space & Form, design psychology.
UNIT II:
Graphics input - output devices: Direct input devices - Cursor devices - direct screen
interaction - logical input. Line drawing displays - raster scan displays. Two-dimensional
graphics. Raster graphics - Scan conversion of polygons - region filling - algorithms. File
formats –GIF, JPEG ,TIFF , Graphics Animation Files , Postscript/Encapsulated
Postscript files.
96
UNIT III:
Curves and surfaces: Parametric representation of curves - parametric representation of
surfaces - planes - curved surfaces - ruled surfaces. Three-dimensional graphics: 3D
transformations - normal, oblique central projections - 3D algorithms - hidden lines and
hidden surfaces removal. Lighting, perception and depth of field.
UNIT IV:
The art of animation -animation aspects, color and texture, animation principles.
Elements of animation. Preparing for animation. Steps of recording animation, Animating
with space to time. Segment manipulation options. Introducing ink effects. Making
multimedia Animation. Creating a cast number within paint, rotating cast members.
Creating a film loop. Using the tools. Pallets. Importing cast members.
UNIT V:
Choreographic sprites and loops. Introducing markers, using the tempo channels, adding
sounds, using transition channels. Introducing interactivity. Non-linear animation, Flash
animation, 3D illusion, asymmetry, overall composition, logo, and creation shooting and
editing videos. Animation using flash, Director, Morph and other packages.
97
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER-IX
GRAPHICS AND ANIMATION PRACTICALS
Hours : 7 Code: CC42
Credits: 4
Course objectives
To study the importance of basic principles of Animation.
To enable the students to understand the power of visualization.
To study the importance of colors and texture.
To improve the knowledge of creativity.
To understand the knowledge of designing software for graphical
applications
To understand the views of multimedia building blocks.
1. Graphic input functions. Three-dimensional computer graphics. 3D
transformation and perspectives. Perspective depth. Scan conversion. Hidden
surface removal and shading. Graphics systems-display structures.
2. Two-dimensional transformation -translation rotation. Scaling. Reflection.
Transformation of plane objects. 3-Dim transformation. Modeling for CAD -
Geometric modeling. Wire-frame modeling. Surface modeling. Solid modeling.
Applications of graphic designs using graphic editors and image processors.
Graphic image clips for designing.
3. Animation- animation aspects. Color and texture. Animation principles. Preparing
for animation. Step recording animation. Animating with space to time. Segment
manipulation options.
4. Introducing ink effects. Multimedia building blocks. Presentation tools. NIFF.
Production Tips Images. still images. color and Image file formats. Color models.
5. Animation for integration- Creating a cast number within paint. Rotating cast
members. Creating a film loop. Using the tool pallet. Importing cast members.
98
Choreographic sprites and loops. Introducing markers. Using the tempo channels,
adding sounds. Using transition channels.
6. Introducing interactivity. Non-linear animation. Flash animation. 3D illusion.
Asymmetry. Overall composition. Logo. Image Morphing and warping.
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER-IX
EVENT MANAGEMENT
Hours : Code: CC43
Credits:
Corse objectives
To providing the management capabilities on Events in different areas.
To learning the capabilities of marketing strategy and sales promotions .
Understand the planning process for events and campaign.
To make them to understand the knowledge of financial checklist of event
management.
To make them to understand the knowledge of conducting workshops for a
conceptual events.
To learn the techniques of promoting a process in event management.
UNIT I
Introduction to event, Determining Market, Market Research, type of event, 5 ‘W’s and
involve ‘F’, Establishing Business Site, Business Resources and Equipments, process of
event management. Planning: Concept, Importance of planning, Types of plan, Steps in
planning, limitations of planning, Management By Objectives.
UNIT II
Financial Planning, Relationship with sponsor, planning of event, customer relationship,
Services Pricing, Client and Supplier contracts, Operation Records, marketing & selling
99
of ticket, Advertisement of event, Operation & Logistics. Definition of Workshop, Types
of Workshop, Ideal duration of Workshop, Execution of Workshop, Advantages of
Workshop
UNIT III
Media planning, Marketing, Advertising and Promotion, Employees & Personal,
determining communication objective , target audience , step of event , making Ads ,
booking process , making of invitation card. Introduction to Media; the Printed world,
The Broadcast Media, Film as a Media, Web as a Prominent Media Campaign; Dynamics
of creating and executing the complete campaign strategy – sales Promotion, Public
relations, local advertising, Campaign budgeting and execution, testing and Evaluation.
UNIT IV
Permission and legal requirements, Accounting, Record Keeping and Taxes, permission
of municipal corporation, permission of police commissioner, permission of traffic
police, medical arrangement.
UNIT V
Development, The Event Planning Process, Working with Suppliers, Request for
Proposal, Costing of event up to execution, managing cash flow in event, Award Winning
Events, assignment and project work. Evaluation, Coordination and Control:
Coordination: Concept, Significance, Techniques Control: Meaning, Process, Requisites
of effective control, Control techniques, Sporting Events; Running Events –Writing Your
Major Event Strategy; UK Sport’s World Class Events Program; Preparing a Bid; A
Suggested Business Plan Template; Insurance & Legal Issues; Marketing and
Sponsorship; Health and Safety & Risk Assessment; Data Protection; Volunteers; Ethical
Considerations; Anti-Doping; Environment; Tourism and Sporting Events; The
Economic Impact of Major Events; Sports Development; Support Services; Directory of
Useful Contacts and Resources; Checklist and Practical Last Thoughts
100
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER-X
INTERNSHIP PROJECT
Hours : 10 Code: CC44
Credits: 4
OBJECTIVE
To enable the student to get exposure to actual situations and day-to-day functioning
of an advertising agency or professional studio.
To get exposure to actual situations and day-to-day functioning of an advertising
agency or professional studio.
To enable the student to get exposure to enter in to Film industries.
To create job opportunities in Print or electronic media.
Students can create their own job in media.
The intern can be exposed to the particular area of specialization.
CONTENT
For period of two months, the student will be attached to an agency or studio, on an
internship basis.
The intern will be exposed to the particular area of specialization already chosen.
Progress of the intern will be closely monitored by the department guide in co–
ordination with studio/agency guide
A report and viva voce will complete the process of evaluation.
101
DEPARTMENT OF EDUCATIONAL TECHNOLOGY,
BHARATHIDASAN UNIVERSITY, TIRUCHIRAPPALLI-620 023
M.Sc. MEDIA AND COMMUNICATION - SEMESTER-X
DISSERTATION
Hours : 10 Code: CC45
Credits: 4
RESEARCH PROJECT SPECIALIZATION – ANY ONE OF THE FOLLOWING:
1. Environmental communication;
2. Women, children and media;
3. Science and technology communication;
4. Human rights and media;
5. Alternative media;
6. Political communication;
7. Health communication;
8. Rural communication;
9. Communication in disaster management;
10. FM radio;
11. Web radio and television;
12. Brand management;
13. Film studies
14. Feedback systems, and any other area identified by students and faculty
jointly/individually.
102
DISSERTATION
Every student will have to do a dissertation/project report in any area of mass
communication detailed in the curriculum under the guidance of regular/guest faculty.
The objective of the dissertation is to enable a student to have an in-depth knowledge of
the subject of his/her choice. It should be a research-based effort and should endeavor to
create new knowledge in any area of mass communication.
PROJECT STUDY (REPORT -120 AND VIVA -30)
Guidelines for Project Study for Post Graduation:
i) Conceptualization of Subject and Research Problem (20 marks)
ii) Analytical Presentation of Review of Literature (30 marks)
iii) Presentation of Methodology (30 marks)
iv) Data Analysis and Discussion (30 marks)
v) Final Draft and Presentation (10 marks)
--------------
Total 120 marks
CHAPTERISATION
1. Introduction
2. Review of Related Literature
3. Research Methodology
4. Analysis and interpretation
5. Discussion and Conclusion
6. Bibliography
103
7. Viva-voce
ATTACHMENT
Each student will have to undergo a four-week or more attachment in any of the media
such as newspapers, magazines, radio, television, agencies of advertising and public
relations/ corporate communication, or any other identified by the students and faculty
jointly/individually facilities for which are easily available locally or regionally.
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