Placed at the meeting of

Academic Council
held on 12.12.2019
Appendix-H-32
MADURAI KAMARAJ UNIVERSITY
(University with Potential for Excellence)

Directorate of Distance Education

Syllabus for M.A. Journalism and Mass Communication (Semester Pattern)
(With effect from the academic year 2019-2020 onwards)
Regulations, Scheme of Examinations and Syllabus

I. About the Department : The Department of Journalism and Mass Communication in the
Directorate of Distance Education of Madurai Kamaraj University is one of the unique
departments in the Directorate. The department currently offers P.G. program and U.G program
in Journalism and Mass Communication.
II. Program Overview: Journalism and Mass Communication is the blooming industry in the
Media world. This course focuses on Print Media, Audio Visual Media, New Media, Laws and
ethics of Media, advertising strategies, ethics in advertising, Public Relations principles, Media
Research and Development Communication.

III. Objectives of the Program: Graduates are expected to advance in knowledge thereby
contributing to society through the application of their academic training. This programme is
dedicated to develop new generation of Media experts, Technical persons, professionals and
scholars who are distinct in their vision and bring a new wave in Media industry. To equip the
students to pursue advanced careers like Reporters, Editors, Camera man, Cinematographer,
Photographers and researchers etc.,

IV. Program Target Groups: This programme is offered to the students of rural, semi-urban
and urban background who aspire to acquire knowledge in the respective field but could not
continue the education through regular mode, owing to various constraints. It also focuses on the
employees who are working in Print Media, Audio Visual Media, New Media, Government,
NGOs, Private and corporate offices.
V. Program Requirements 1. Educational Qualification: The eligibility for admission in the
programme is a pass in any Undergraduate (UG) degree conferred by a University recognized by
the UGC.
2. Marks required: A student must have passed in his/her Under-Graduate degree.
VI. Degree Overview: The M.A. program intends to be inter/multi-disciplinary scope and
content. The various disciplinary background and expertise of faculty of the department would

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lend weight to structure the program in inter/multi-disciplinary canvas. This program is driven by
three core areas: 1.Media Production and Management 2. Media Analysis 3. Media Ethics
VII. Degree Title: M.A. in Journalism and Mass Communication.
VIII. Duration of the Program: All students must complete the program within two years.
The program is dedicated to maintaining a full year-round program with four semesters. In all the
four semester the students may be engaged in mandatory core and optional courses;
IX. Program Structure: The M. A. Program in Journalism and Mass Communication is
designed as core and elective course papers; for each semester there may be 4 core papers in odd
semesters and 3 core papers and 1 practical in even semesters. There is one project preparation in
the final semester as part of this program.

Semester I Course Structure

Course Nature Credit

Introduction to Communication Core 4
Communication Theories Core 4
Communication Technology Core 4
Media Laws and Ethics Core 4
Total 16
Semester II

Course Nature Credit

Print Journalism I Core 4
Electronic Journalism Core 4
Advertising Core 4
Practical – Print, Audio – Advt. & PR Practical 5
Total 17
Semester III

Course Nature Credit

Print Journalism II Core 4
Public Relations Core 4
Communication Research Methodology Core 4
Script Writing Core 4
Total 16
Semester IV - Course Nature Credit
Film Studies Core 4
Web Journalism Core 4
Development Communication Core 4
Practical – Short film -Docu.- Web site Practical 5
Research Project Project 5
Total 22
No. of Credits - 71.

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X. Details of Syllabus : Each course has a detailed syllabus structured in terms of Units. The
detailed syllabus for all core and optional courses has been attached in the Annexure I.
XI. Time Table for Contact Class : The ODL Regulations insists of minimum 75 hours per
semester. For the 71 credits, the following table demonstrates the time allotment for contact class
total of 12 hours per week (9 rounds) for a semester in 5 months.

Per
Week 9.00 – 10.30 10.30 – 12.00 1.00 – 2.30 2.30 – 4.00

Day 1 C1 C2 C3 C4

Day 2 C1 C2 C3 C4

* C means Core Paper

XII. Evaluation Procedures

1. Principles of Evaluation : The rubrics of evaluation of the program will be based on the
following principles:
 Proof of Initiative, Active immersion, Interaction;
 Use of DIE - Describe, Interpret, Evaluate;
 Utilizing variety of sources
 Analytical Approach.

2. Methods of Evaluation : The students will be assessed by two pronged evaluation methods:
(a) Continuous Internal Evaluation; (b) End-of-semester evaluation.

(a) Continuous Internal Evaluation

Aiming to assess values, skills and knowledge imbibed by students, internal assessment is to be
done by the concerned faculty-member. It would comprise the following steps:
 The students should submit three assignments per subject (Best Two out of Three
Assignments).
 Components for internal evaluation are to have a time-frame for completion (by
students), and concurrent and continuous evaluation (by faculty-members).
 The evaluation outcome may be expressed by pre-determined marks
 The evaluation reports submitted by all the faculty-members are to be reviewed, from
time to time, by the Examination Committee under the chairmanship of Director in order
to ensure transparency, fair-play and accountability.

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 Following the review by the Examination Committee, the outcome of internal evaluation
will be announced or displayed on the Notice Board and / or web-site as per the
timeframe or academic calendar.
(b) End-of-semester evaluation
This is to be carried out at the end of first semester, and will aim to assess skills and knowledge
acquired by students through class-room interaction. The evaluation can be in the form of written
examination, or term paper assignment. Evaluation process should be verifiable and transparent.
Towards this end, the following steps have been adopted:
 All the students pursuing this program have to undergo external evaluation at the end of
first semester as per syllabi;
 With regard to written examination the internal faculty may associate themselves with the
external examiners in the examination process.
 In the case of written examination, the format of question paper is attached in annexure
could be moderated by the Examination Committee.
 Answer-books or –sheets are to be „encoded‟ (before being passed on to examiner /
evaluator, and decoded (before tabulation).
(c) Integration of Continuous and End-of-semester evaluation
The following points have been incorporated for effecting the integration of continuous and end-
of-semester evaluation:
 Relational weightage assigned to internal evaluation is 25 percent.
 Relational weightage assigned to end of semester evaluation is 75 percent.
 Following the integration of internal and external evaluations, the results may be
expressed in marks.
 The passing minimum is 50% (aggregate of both internal and external) and a candidate
will be declared to have passed.
 As soon as the integration of internal and external evaluations has been completed, the
results should be announced, in keeping with the academic calendar, to facilitate
students‟ academic or occupational pursuits.

3. Description of Evaluation : This table lists all the assessment components that make up the
course assessment, their weightings and the dates at which coursework are due. The table in the
module specification indicates the week in which coursework should be submitted but the exact
day may be decided by the concerned course instructor. The column headed Qual Mark indicates
the particular assignment has to be passed.

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Course Title Marks
Internal External Total
Core Paper I 25 75 100
Core Paper II 25 75 100
Core Paper III 25 75 100
Core Paper IV 25 75 100
Total Marks 400

4. Scheme &Model Question Paper for End-semester Exam

Time: 3 Hours Max.Marks: 75

Section A: (10x1=10 Marks)

Question No.1 to 10 (Multiple choice)
1. Two questions from each unit.
2. Four option in each question.
3. No “none of these” option.
Section B: (5x7=35 Marks)

Answer all the questions choosing either (a) or (b)

Answers not exceeding two pages (One question from each unit).
11. (a) or (b)
12. (a) or (b)
13. (a) or (b)
14. (a) or (b)
15. (a) or (b)
Section C: (3x10=30marks)
Answers not exceeding four pages
Answer any three out of five (One question from each unit)
Questions16–20

There will be a 3 hour unseen end-semester examination. The question paper for this exam will
be set by the respective course coordinator for core courses and by respective course instructor
for optional courses.

5. Examination Committee : The Director may constitute a Examination Committee consisting

of at least two members from the faculty. The Committee will look after the proper and timely
completion of internal evaluation and conducting end semester examinations; integrating
internal evaluation and end semester evaluation with respective weightage and then final marks.
XII. Program Facilities: 1. Library & Documentation Unit: The Directorate has a full-
fledged state of the art reference library of standard text and reference books and research
journals and well established documentation unit having NSS, NFHS and Census data.

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2. Career Development Committee: The Director may constitute a Career Development
Committee consisting of at least three faculty members of the Directorate to look after the career
opportunities of the students of the program. This Committee may undertake necessary
initiatives in enhancing capabilities and skills such as English Language proficiency, computer
and documentation skills, and competency in project writing; it may organize, if possible,
campus recruitment in collaboration with NGO sector and print and visual media.
I Year - I Semester
INTRODUCTION TO COMMUNICATION
Credits: 4
Unit I: Communication – Definitions – Elements of Communication – Communication Act –
Sender – Message – Channel – Receiver – Effects – Feedback – Communication Process –
Communis – Human Relationship – Basic Models - Communication Basic Models – Harold. D.
Lasswell, Braddock, Shannon and Weaver, Osgood and Wilbur Schramm, Wilbur Schramm
and Hellical Dance Model.

Unit II: Various types of Communication – Intrapersonal – Interpersonal -

Group – Mass Communication and Mass line Communication – Functions of Communication –
Effects - Human Communication – Characteristics – Contents – Language – Meanings – Talent
- Manifest – Contextual Structural Meanings.

Unit III: Speech Communication – Psychology and Sociology Aspects – Cognition – Selective
Perception – Selective Retention – Selective Expression – Socio – Cultural Norms and
Cognition Attitudes - Verbal and Non Verbal Communication – Signs – Codes – Proxemics –
Kinesics.

Unit IV: Classification of Media – Various Types – Traditional Media – Classical and Folk
Media – Modern Media - Marshall McLuhan‟s Theory of Media Classifications – Wilbur
Schramm Classifications – General Classifications.

Unit V: Mass Communication – Mass Concepts – Characteristics of Mass Audience –

Typology of Audience – Bauer‟sConcept - Functions of Mass Communication – Mass Society –
Socialisation Process – Mass Culture – McLuhan‟s Global Village Concept – Global Culture.

Reference:
1. Bever S.H., et.al., The Sociology of Mass Media Communications, The Social
Review, The University of Keele, Staffordshire, 1969.
2. David K. Berlo, The Process of Communication, Holt Rhinehart and Winston, 1960.
3. Denis McQuail, Mass Communication Theory, Third Edition, Sage Publication, 1994.
4. Denis McQuail and SvinWindhal, Communication Models, Longman, London, 1981.
5. James Watson, Dictionary of Communication and Media Studies.
6. John Comer and et. al, Communication Studies, Longman, London, 1981.
7. KevalJ.Kumar, Mass Communication in India, VikasPublication,s New Delhi, 1994.
8. Little John.S.W., Theories of Human Communication, Longman, London.
9. Marshal McLuhan, Understanding Media.

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10. Reed H.Blasce and Edwin Haroldsen, A Taxonomy of concepts of
Communication, Hasting House, 1975.
11. Warren K. Agee, Introduction to Mass Communication, New York, 1960.
12. Wilbur Schramm, The Process and Effects of Mass Communication.

I Year - I Semester - COMMUNICATION THEORIES - Credits: 4

Unit I: Sociological Dimensions – Scope and functions of communication in the society-social
aspects in shaping communication behavior - Influence of socio-cultural institutions–Family -
Dynamics of Primary and Secondary groups – personal influence theory- Marxism-
Fragmentation Vs. Unification- Dynamics of social change-Dysfunction.

Unit II: Psychological Dimensions – Communication behavior theories – Learning,

Motivation and Achievement – Perception – Cognition –Attitude – Change of Attitudes -
Individual Differences Theory - Cultural Dimensions – Mass Media as Cultural Industry-
Cultural Norms Theory – Effects Theory – Normative Theory – Narcotic –Hegemonic
Theory.

Unit III: Electronic Colonialism – IICO & NWICO recommendations - Significations & Effect
of New Information Technology - Information Seeking – Cultivation Theory, uses and
gratification -Structuralism – Functionalism – Modernism – Heurmenitics.

Unit IV: Political Dimension – Ownership and Control – Monopoly Formation of Public
opinion– Propaganda – Agenda Setting Theory – Gate Keeping – Spiral Keeping – Spiral of
Silence - Media Manipulation – Four Theories of Press – Political Communication – Political
Socialization – Communication Politics.

Unit V: Western and Eastern Perspectives – Differences – Western Theories in the Indian
Context – Asian and Indian Models – Concept of Sadaranikaran – Sahridayas - Evolution of
Communication Theories in developing countries – Alternative Communications – A
Comparison of Latin American and Indian Experiences – Participatory.

Reference:
1. Blunder, J. and E. Katz, The Uses of Mass Communication. Thousand Oaks, CA:
Sage, 1974.
2. David Holmer, Communication Theory-Media, Technology and Society,
Sage Publication, London,2005.
3. Denis McQuail, An Introduction to Communication Theories, Sage Publication,
New Delhi,1994.
4. Denis McQuail, Mass Communication Theory, Sage Publication, London, 4th
Edition 2000.
5. Duai R.&Manonmani .T, Culture and Communication: New Perspectives,
Galgotia Publication, New Delhi,1997.
6. JoaleePC., Culture, Communication and Social Change, Vikas Publication,1989.
7. Keval J. Kumar, Mass Communication in India, Jaico Publishing Housing,
Bombay, 1991.

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8. Melvin C.Defleur, Theories of Mass Communication, Longman, New York,1992.
9. Peterson et.al (ed)., The Mass Media and Modern Society, Holt Rinehart & Watson
Inc. 1965.
10. Richard Collins, Media, Culture and Society, Sage Publication, New Delhi1986.
11. Robert Craig, HediL. Mullaer, Theorizing Communication-Reading Across
Tradition, Sage Publication,2007.
12. Jean T.Olson, Using Communication Theory- An Introduction to
planned communication, Sage Publication, London,1992.
13. Wimal Dissanoyake, Communication Theory – The Asian Perspective, Asian
Mass Communication Research and information Centre(AMIC), Singapore,1988.
14. Yadava JS, Communication Theories, IIMC, NewDelhi.

I Year - I Semester - COMMUNICATION TECHNOLOGY - Credits: 4

Unit I: Communication – Technology – Genesis – Application of Scientific Advancements –

Electronic Revolution – Elementary Idea and about Electronic Devices – Valves – Transmitters,
Integrated Circuits etc., - Amplifiers – Oscillators – Modulators – Antenna etc., - Basic Block
Diagram of Telecommunication Systems – Telegraphy – Telephony – Telephone Exchange –
Fax etc., - Telecommunication Networks – Policies.

Unit II: Principles of Radio Communication – Working of Radio Transmitters and Receivers –
Elements of Radio Transmitters – Receivers – FM / AM Radio Systems – Narrowcasting -
Visual Media – Still Photography – Video – Animation and Graphics.

Unit III: Functional aspects of TV – Transmitters – Receivers – TV sound and equipments –

Camera – Monitors – VCRs – Mixers / Switches etc., - Portable Tape Recorders – Outdoor
Mobile Recording Van – Cable Television - Elementary Study of Micro Wave Communication
Systems – Satellite Communication and Broadcasting – Satellite Distribution System – Ground
Receivers and Transmit Station – Radio Networking and TV Broadcasting Satellites.

Unit IV: Computers – Digital – Computer Networks – E-Mail – Teleconferencing – Internet –

Optical Fiber – Interactive Video – CD ROM – Transponder Data Flows – New
Communication Technologies and Social Implications - Printing Technology – Type Faces –
Fonts – Point System – Method of Composing – Machine, Photo, Computers – VDT – DTP –
Printing Methods – Traditional and Modern Methods of Electronic Scanners – Laser Printers –
Facsimile.

Unit V: Film Technology – Basic Concept of Film Technology – Film Production –

Cinematography – Cameras – Processing – Editing - Sound Engineering – Important of Sound
Manipulation – Hardware and Software Details.

Reference Books:
1. Asok Mitra, Information Imbalance in Asia – AMIC,1978.
2. BinodC. Agarwal, SITEINSAT.
3. Everett M.Rogers, Communication Technology, The New Media inSociety.

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4. Everett M. Rogers & Others, India‟s Information Revolution, Sage Publication, New
Delhi, 1986.
5. Fredrick Howard, Global Communication and International Relations.
6. Fry, Tom, Computers, Grandda, London1982.
7. Jacobson, Icen, Book of Video, Newness Technical Book, 1979.
8. Jacobson, Icen, Book of Audio, Newness Technical Book, 1979.
9. Jenifer Ruby, The Basic Information Technology.
10. John Bluck, Beyond Technology, WCC, Geneva,1954.
11. Krishna Moorthy, V.S., Modern Trends in Printing Technology.
12. Michael Traber, Mythe of Information.
13. Tom Forrester (ed.,), New Information Technology
14. Tony Gibson, Closed Circuits Television Single Harded.

I Year - I Semester - MEDIA LAWS AND ETHICS - Credits: 4

Unit I: Nature and Principles of Constitution of India (a) Fundamental Rights (b) Rights to
Information (c) Freedom of Expression (d) and Freedom of Press in various political setup (i) in
Capitalistic (ii) in socialistic Countries (iii) India before and after Independence - Constitutional
restrictions on Media – Privileges of Media Personnel – The Indian Penal Code, Indian
Evidence Act – Libel – Slander – Defamation – Contempt of Court.
Unit II: The Press Registration of Books Act 1867 – Copy Right Act – Periodical Changes
Post and Telegraphy Act – Official Secrets Act of1923 - Press Council – Working Journalists
Act – MRPTC (Monopolies and Restrictive Trade Practice Commission) – Industrial Dispute
Act – Incident Representation of Women Act of1986.
Unit III: Rights and Abilities of the Editor, Printer and Publisher – Editorial autonomy and
Independence – Government Information Services and their controls –PIB - Code of Ethics in
Different media – Morality of the Press and Cinema as Private Sectors - Radio and TV as
States owned – Public utilityun dertakings.
Unit IV: Evolution of code of ethics for media – Historical Perspectives &details - Freedom
and Social Responsibility of Media - Tabloid Journalism – Investigative Journalism.

Unit V:Advertising Standards – Advertising Councils – Film Censorship – Press Council

Broadcasting Policy – PrasarBharathi - Cable Media -Cable Media regulation and laws
governing cable media – Internet as a media and the governing of rules ofinternet.

Reference:
1. AdhikariGautam, Press Council, Press InstituteofIndia,NewDelhi.
2. ArunBhattacharjee, The Indian Press, Profession to Industry, VikasPublication,
New Delhi, 1972.
3. Chatterjee.P.C.,Broadcasting in India,SagePublication,NewDelhi, 1988.
4. ChristiansK.Rozeth, Media Ethics, Cases and Moral Reasoning, Longmans,NewYork/

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London, 1987.
5. ClementJ.Jones,Mass Media, Code of Ethics andCouncils.
6. DurgaDasBasu, Laws of the Press in India, Joy Print Pack Pvt. Ltd. New Delhi, 1986.
I Year - II Semester - PRINT JOURNALISM-I - Credits: 4
Unit I: Journalism – Definition – New Concepts – Elements of News – News Values –
Historical development of Press in UK, US and India – Before and after Independence –
Emergency.

Unit II: Various forms of print media – current trends of Indian Press – Professional
associations – NRI, ILNA, Press Commissions – Press Council.

Unit III: Newspaper organisations and Management – Various forms of organisation –

Structure and functions of Newspaper Organisation – Editorial Department – News room –
Reporting, Writing, Editing – Photography Sections – Business Department, Advertising –
Marketing

Unit IV: Art of Collecting News – Qualities of Reporters – Nose for news – Observations –
Beats – News collecting from Executive, Administrative and Judicial Places – Art of
Interviewing.

Unit V: Various types of reporting – Crime – Human Interests – In depth and Interpretative
reporting – Investigative reporting

Reference:
1. Arthur Turnbull, Graphic Communication.
2. Bruce Westley, Newspaper Editing and Designing.
3. HarryStencipher, Editorial thinking and writing, Heastings House,1979.
4. Herald Evans, Newspaper and Design (Five volumes)Hinemann.
5. JamesP.Alexander, Programmed Journalism Editing, lowa State University Press,
1991.
6. JuliusHarris, The Complete Reporters, Macmillon, Newyork,1981.
7. Kamath M.V., Professional Journalism, Vikas Publications,1980.
8. Louis Alexnde,Beyond the Facts:A guide to the art of the Feature writing,
Gulf Publishing Company, 1982.
9. MetzWilliam, News Writing: from Lead to, Prentice Hall Inc., NewJersy,1979.
10. Nadig Krishnamoorthy, Indian Journalism, Mysore University,1978.
11. Rangasamy, Journalism in India, Sterling Publishers, New Delhi, 1989.
12. Ramachandra Ayar, Quest for New, Macmillon,1980.
13. Srivastava, Reporting and Editing, PII, New Delhi,1989.

I Year - II Semester - ELECTRONIC JOURNALISM - Credits: 4

Unit I: Origin and Development of Electronic Journalism – Broadcasting System UK, US and
other developed and Third World Nations – Comparison - Indian Broadcasting Policy – Major
recommendations of committees and working groups – Prasar Bharathi Bill – Question of
autonomy.

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Unit II: Radio – Growth and Development in India – Characteristics and nature of the
medium role and it‟s social objectives – Various types or Radio, (AIR) services – National,
Regional, and External services – FM Stations – VividhBharati – Local Radio – Mangement
and Organization of AIR - Planning and Production of TV, Radio Programmes – General and
Special audience Programmes – Principles of writing for radio – Language – Different
formats of radio programmes–Features,Debate,Talks,Drama,Interviewetc.,-
Techniqueofradionewswriting– Radio Commercials.

Unit III: Growth of Television in India – Nature of the medium – TV as a socio-cultural force –
Various services of Doordarshan – National, Regional Network – Satellite Channel - Economy
of Doordarshan – Role of Government – Multinational – Management and Organization system
of Doordarshan – Production – Relay Stations – Cable TV, Satellite TV – DTH and Up linking –
Recommendations.

Unit IV: Planning and Production of TV Programmes – TV crews – Writing for TV –

Visualization – Anatomy of News Cast & News Gathering – Various Programmes – General
and Special Audience Programmes - Various formats of TV Programmes – ETV – News,
Soaps, Epics, Sports, Talk Shows etc., - TV Commercials – Sponsors – TV News Agencies –
Private Channels - Brief History of Films in India – Cinema and Society – Effects of Cinema –
Film Theories – Film Criticism – Indian Film Culture – Film and Politics – Politics – Reports of
Government Committees on Cinema Film Regulations – Censorship – Question of preserving
Culture – Film Festivals - Film Awards – Economics of Indian Film – Management and
Organization – Financing - Patterns of Distribution and Exhibition, Taxation etc.,

Unit V: Film Production – Various Stages – Scripting – Casting – Rehearsing – Shooting –

SoundTrack–Editing–VarioustypesofEditing–ProductionPublicity–Dubbing–Playback– Re-
recording – Cinematography – National Film Policy – FFC, NFDC – Commercial Films
Documentaries – Films Division - Internet and Web Journalism – Planning & Production.

Reference:
1. Boyd Andrew, Broadcasting Journalism, Techniques of Radio and TV
News, Heinemann, London,1988.
2. Flectcher James, Handbook of Radio and TV Broadcasting, Van, Nestrand Reinhold
Co., 1981.
3. GearthJowet, Movies and Mass Communication, Sage Publications, London,1986.
4. Gupta Das, Talking about Films, Orient Longman, USA,1981.
5. Jag Mohan, Documentary Films and Indianawakening.
6. Mass Communication, Indian Cinema Today, IndianInstitute.
7. Mass Communication, Cinema in Development Countries, IndianInstitute.
8. Indiran, Cinema and ART (Tamil), Sivagangai.
9. Luthra. H.R., Indian Broadcasting Publication Division, Information and Broadcasting
& Ministry of Government of India,1986.
10. Mehra Masani, Broadcasting and People, National Book Trust India,1976.
11. William Mayers, The Image Markers, Macmillian,1984.
12. Keval.J.Kumar, Mass Communication in India, Jaico Publishing House, Madras,1981.

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I Year - II Semester – ADVERTISING Credits: 4

Unit I: Advertising - Working definitions - Distinguish Publicity, Propaganda and Public

opinion - Functions of Advertising - Various types of Advertising - Social and economical role
- Arguments for and against Advertising - Growth and development of Advertising in India.

Unit II: Advertising as Communication - Persuasive Communication - Buyer behavior

Decision making process – Various models – Factors influencing buyer behavior Internal
psychological - External - Family reference groups etc.

Unit III: Advertising campaign planning - market analysis - promotional mix - Advertising
budgeting - measuring Advertising effectiveness.

Unit IV: Advertisers - Advertising agencies - Structure and functions - Agency and media
relations-Various media – Indoors and Outdoors-Characteristics of each medium - media
selection - Principles – media mix - Copy writing - Creativity - Various appeals - Brand
positioning - USP Copy formats - Style - Production - Code of ethics - Advertising councils
Professional Associations.

Unit V: Copy Writing for various media, Internet, Print, Radio, TV, Film, Audio visual kits
etc.
Reference Books:
1. S.A.Chunawalla and F.C.Scthia, Foundations of the Theory and Practice of Advertising,
Himalaya Publishers, Bombay, 1986.
2. Dyer Gillian, Advertising as Communication, Mathuen, Newyork,1982.
3. Dunn S. Watson, Advertising, Hold Sandaras International Editing.
4. Keval J. Kumar, Advertising: A critical Approach, Niraali Prakasam, Pune,1992.
5. Kleppner Otto, Advertising Procedure, Simon Schuster Inc., Anglewood,1986.
6. Rathor B.S., Advertising Management, Himalaya Publishers, Bombay,1986.
7. Willshurst John, The Fundamentals of Advertising, Heinemann, London, 1986.
8. Cutlip and Centre, Effective public Relations, Prentice, Hall, New Jersey, 1982.
9. Anil Basu, Practical Public Relations.
10. Balan K.R., Chemistry of Public Relations.
11. Narasimha Reddy, How to be a good PR.
12. Sam Black, Practical Public Relations, Universal Book House, New Delhi,1976.

I Year - II Semester - PRACTICAL – 1 - Credits: 5

Print, Audio – Advertising& Public Relations

Unit I: Reporting skills – Art of Interview – Communication skill – Speech Communication -

Developing Curiosity – Observations – Analyzing mind – Nose for News.

UnitII: Reporting the News – Techniques of Reporting – Various Types of Reporting – Various
Media - Editing Practice – Language Usage – Style sheet – Translation Practice.

Unit III: News writing – Practical – Picture Editing - Writing Features -, Articles, Editorials,

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Reviews for Various Media – Practical.

Unit IV: Advertising Copy Writing – Script Writing - Preparation of Displays - Preparation of
Publicity materials – Posters, House Journals, News Letters, and Brochures.

Unit V: Folk media preparations – Street play – Folk Songs - Preparations of Newspaper –
Layout Design – Dummy Preparation – Page make up.

II Year - III Semester - PRINT JOURNALISM-II - Credits: 4

Unit I: New agencies – Free lancing - Art of editing – Qualities of Sub-editors – Editor –
Principles of Copy Editing – Structuring the news – Different styles – Editing for Space, Facts
and Language – Style sheet.

Unit II: Language proficiency – Fundamentals of writing Headlines – Creativity – Types of

headlines – Intro or lead – Various types – writing body copy – Translation - Views page.

Unit III: Editorial structuring – Analysis of facts – Various forms of editorials – Features form
and contents – types of features - Articles – Form and Contents – Columns – Letters to the
editor – Reviews – Film, Book and Art and Literature.

Unit IV: Introduction to Illustrations – News photos – Line Drawings – Cartoons and
Caricatures – Comic Strips – Gags, Pannels and Serials – Importance of Illustrations.

Unit V: Printing – Colour Processing -Graphic Communication – Art of Typography – Lay out
Design – Page makeup – Principles – Various types of makeup – page makeup in Newspapers
and magazines.

Reference:
1. ArthurTurnbull, Graphic Communication.
2. Bruce Westley, Newspaper Editing and Designing.
3. Harry Stencipher, Editorial thinking and writing, Heastings House,1979.
4. HeraldEvans, Newspaper and Design (Five volumes) Hinemann.
5. James P. Alexander, Programmed Journalism Editing, lowa State UniversityPress,1991.
6. Julius Harris, The Complete Reporters, Macmillon, Newyork,1981.
7. Kamath M.V., Professional Journalism, Vikas Publications,1980.
8. Louis Alexander, Beyond the Facts: A guide to the art of the Feature writing, Gulf
Publishing Company, 1982.
9. Metz William, News Writing: from Lead to, Prentice Hall Inc., NewJersy,1979.
10. Nadig Krishnamoorthy, Indian Journalism, Mysore University,1978.
11. Rangasamy, Journalism in India, Sterling Publishers, New Delhi, 1989.
12. Ramachandra Ayar, Quest for New, Macmillon,1980.
13. Srivastava, Reporting and Editing, PII, New Delhi,1989.
14.

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II Year - III Semester - PUBLIC RELATONS - Credits: 4

Unit I: Public Relations - Definitions Elements of PR - Nature and scope of PR - Functions of

PR - Need for PR.

Unit II: Two way communications - Public - Internal and External public Employee relations-
Public Relations Officer – traits of Public Relations officer – Organization of a Public Relations
Office - Public Relations and Publics : Internal and External Publics – Employees – Share
holders – Government – Customers Dealers – Suppliers – Press – Community around.

Unit III: PR and media relations-Press conference-Traits of good PRO–Growth and

Development of Public Relations in India –

Unit IV:PR Councils – PRSI - Structure and Functions of PR department in Government, Public
and Private sectors - Hospital – Educational institution – Transport Corporations etc. - Planning
for PR campaign.

Unit V:PR tools and Publicity materials - types of publicity - production - House Journals -
motion pictures, Kits, organizing exhibitions, Trade Fairs, Open house etc., - Code of ethics -
Globalization – Modernization, Liberalization, Emphasis on international communication.
Reference:
1. Ahuja B.N. - Public Relations.
2. Balan K.R - Applied Public Relation and Communications, Sultan Chand and
Sons, New Delhi.
3. Blumenthal L. Roy - The Practice of Public Relations
4. Cole Roberts, S. - The Practical Handbook of Public Relations
5. Denik, G.C. - A Guide to Public Relations and Journalism.
6. Frazier Moore and
Frank B. Kaulpa - Public Relations - Principle, Cases; and Problems, 9th Edition,
New Delhi: Surjeet Publications, 1987.
7. Hill & Knowlton - Critical Issues in Public relations.
8. Kaul, JM - Public Relations in India, 1987.
9. Lesley Philip (Ed.) - Lesley Public Relations Hand work
10. Mehta, D.S. - Handbook of Public Relations in India.
11. Narasimha Rao, K. - How to be a good PRO
12. Philip Lesly - Lesley's Public Relations Handbook, Prentice - Hall, INC., 1978.
13. Richard A. - Aszling Consumer Relations.
14. Sam Black - Practical Public Relations.
15. Sorbir Ghosh - Public relation Today, Profile published, Calcutta

II Year - III Semester - COMMUNICATION RESEARCH METHODOLOGY-

Credits: 4

Unit I: Nature and Scope of Communication Research, theoretical framework, Elements of

Research of Research - Independent and dependent variables, Logic of induction and deduction,

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research design, process and procedures, research problem..

Unit II: Types of research, sources of data, components of research designing, writing research
report, ethics in doing research. Research Applications: Research in print media, electronic
media, advertising, PR, New Media - Survey Method – Nature and Scope, Steps in survey
research, sampling techniques. Measurements – levels of measurements, developing indicators,
scaling techniques.

Unit III: Measuring standard communication variables, reliability, validity and generalizability,
Questionnaire design – issues in audience research - Experimental Design – structure and logic
of experiment, advantages and disadvantages of experimental research establishing casual
relationship, steps in experimental research, randomization etc, and case studies in using
experimental design in communication design.

Unit IV: Statistical tools and techniques - Role of Statistics in social research, Introduction to
statistics, Basics of statistical procedures – parametric and non parametric statistics, Descriptive
and inferential statistics, Measures of central tendency, Software for statistical analysis (SPSS) -
Logic of qualitative research – quantity vs. quality - Varieties of interpreter paradigm -
Reliability and validity in qualitative research - Audience reception studies - Observation
method, depth interviewing, ethnography in communication, focus group methods, Historical
research, action research, longitudinal studies, case Studies.

Unit V: Quantitative content analysis – steps in content analysis, techniques, sampling, design
issues. Latent and manifest content - Textual and qualitative approaches to study messages –
semiotic analysis, rhetorical analysis, ideological criticism, psychoanalytical criticism, Media
effects studies -The need for accurate reporting, procedures, the mechanics of writing a research
report, writing styles, ethics in data analysis and reporting, a professional code of ethics - Case
studies.
Reference:
1. Bridget Somekh and Cathy Lewin eds.: Research Methods in Social Sciences,
Vistaar Publications.
2. Tim May: Social Research: Issues, Methods and Process, Open University Publications
3. Wimmer and Dominick: Mass Media Research: Processes, Approaches and
Applications
4. Harper W Boyd Jr., Ralph Westfall, Stanley F Stasch, Richard D Irwin: Marketing
Research Text and Cases.

II Year - III Semester - SCRIPT WRITING - Credits: 4

Unit I: Understanding the script technologies and film language - Stages of Script development,
developing a creative concept, Concept research,

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Unit II: Brainstorming Script formats, importance of layout, page numbering and clarity ion
presentation - Visualization strategies, telling a story in images, using sound to tell the story,
Unit III: dialogue strategies & functions, use of story board - Understanding the importance of
story, conflict structure, and character,
Unit IV: Developing a structure plot, characterization, building sequence, maintaining suspense
and shaping the film - Proposal outline, research, objective, treatment, pilot, synopsis, master
script, shooting script, art of adaptation, understanding screen time, writing to budget restrictions
and production parameters
Unit V: Television commercial, PSA, Feature film, Short film, Documentary, Docu-drama,
Soaps, Sit-coms & other TV shows, importance of style and content.
References :
 Dwight V. Swain and Joye R Swain. Film Script Writing by, Focalpress.
 Pat Cooper and Ken Dancyger. Writing the Short Film, Focal press.
 Alan Rosenthal. Writing Docudrama.

II Year - IV Semester - FILM STUDIES - Credits: 4

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.

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Unit III: Film production: Visualization –Script writing –characterization –storyboard-tool &
techniques, Continuity style: Composing shots- spatial (mise en scene) - temporal (montage) -
Camera shots: pan, crane tracking, and transition, Sound in Cinema: dimensions and functions-
Film audience –Review and appreciation of film.

Unit IV: Composition: 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 - 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. Filters: Need of filters in B/W photography, basic colour relations, types and use of filters;
Filter factor and its significance.

Unit V: Still Photography: Photo-Journalism – 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 - 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. Colour
photography: Light sources and their colour characteristics, meaning of colour temperature,
filters used in colour photography; Lighting and exposing for colour photography.
Reference:
1. History through the lens ; Perspectives on South Indian Cinema; S Theodore
Baskaran; Orient BlackSwan:2009
2. Ashish Rajadhyasha, Paul Wileman, 2005. Encyclopedia of Indian cinema. Oxford
University Press. New Delhi.
3. Rabiger, Michael. 2004. Directing the Documentary. 4th edition. Oxford. Focal press.

II Year - IV Semester - WEB JOURNALISM - Credits: 4

Unit I: Web Journalism: Definition and Concept, Internet as a medium of communication
Internet, Intranet, www, online, e‐ mail, blog, social media, Web 2.0 and 3.0, news group, Web
servers, Cyberspace: Meaning, Information Super Highway, Internet and Information Revolution
- Distinctive Features of Online Media, Online Journalism V/s Other News Mediums, New roles
of Newspapers in the Internet age, Trends in online Journalism, Online Journalism: Issues and
Challenges, Web Blogs, Citizen Journalism.

Unit II: Digital Divide‐ Writing for the screen vs. writing for print, Linear vs. nonlinear form
Styles of web writing: The art of lateral thinking and layering, Features and Articles on the Web,
Interviewing on the Web, Do‟s and Don‟ts - Web page development, inserting, linking; editing
and publishing, on‐ line editions of newspapers‐ Content management and economics,
Conducting online searches and research, Online searching techniques, Citing Internet sources,
Archiving, Photo Essays‐

Unit III: Comparative Analysis of E editions v/s print editions of national dailies, Analysis of
News websites, create a weblog and update regularly. How to start an online magazine (basics) -
Content Development for Websites/ Social Media – Writing News for feature articles – Writing

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news for blogs – Translation – English to Tamil / Tamil to English – Photographs for New
Media.

Unit IV: Producing a celebrity Interview Programme – Scripting and planning for the Interview
– Preparing Questions – Preparing the Shooting script – Production of post production works -
Producing spoof on any concept – Political / Social / Cultural / Sports etc.

Unit V: Producing a video feature on any unidentified talent - Group Project – Producing a
VLOG on any city of Tamil Nadu.
Reference:
1. Online Journalism: A Basic Text, Tapas Ray, Cambridge University Press
2. The New Media Handbook – Andrew Dewdney and Peter Ride
3. Andrew Bonim Writing for New Media: The Essential Guide to Writing for
Interactive Media, CDROM, and the Web.
4. Journalism to Online Journalism: Publishing News and Information by Roland De
Wolk (Allyn&Bacon,2001)
5. Introduction Digital Journalism: Emerging Media and the Changing Horizons of
Journalism, Edited by Kevin Kawamoto (Rowman and Lilltle field Publishers,2003).
II Year - IV Semester - DEVELOPMENT COMMUNICATION - Credits: 4
Unit I: Concepts of Development – Role of Communication in Development – Development
and Development Support Communication – Working definition Communication Approaches
– Vertical – Top-down Model – Horizontal – Participatory Communication - Origins of
Development Communication concept – Post II World War Periods – Rise of International
Communication – Early Years of Development in India – Role of Everet M. Rogers, Wilbus
Schramm in Indian Development Communication Developments..

Unit II: Development Communication concentrations in Agricultural and Health institutions –

NIRD – Funding Agencies – USAID – Ford Foundation – World Bank – IMH etc.,
Development Communication Experiments – SITE, KHEDA Project, SEWA etc. -
Development Communication Theories – Earlier Dominant Paradigms – Economic Theories –
Rostow, Daniel Lerner, E.M. Rogers, Wilbur Schramm – Modernization – Diffusion of
Innovations – Models: Dependency Models (Marxist and Non-Marxist).

Unit III: Alternative Paradigms – Culturist Model, Self-Reliance, Gandhian Model – Revival
of Modernization Model in 1990s – Focus on Tele-Communication and New Technologies –
Relevance of Western Theories in India - Communication Profile of India – Reach – Access –
Various Media Systems – New Communication Technologies – Communication profiles in
other countries – Appropriation of Traditions Fold Media – Advantages and Disadvantages –
Interpersonal Communication needs.

Unit IV: Mass Media for Development – Radio and TV Development programmes –
Agriculture, Health, Education, Environment, Cultural Preservation, etc., - National
Integration – Role of Press. - Development Communication Strategy – AIETA Model – Social
Marketing Model etc.,-IndianmodelbyAgriculturalDepartment–MediaSelection–

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SmallMediaAppropriation Media Mix.

Unit V: Designing a Package – Various appeals: Persuasive, Emotional, Fear Rational etc., -
Communications Effectiveness Study - Development Communication Research Methodology
– Research Methods in Social Sciences – Qualitative and Research - Hypotheses - Concepts –
Research Design – Methods of Data Collection – Survey Sampling – Questionnaire, Interview,
Observations etc., - Content Analysis – Case Studies Writing the Report.

II Year - IV Semester - PRACTICAL – 2 - Credits: 4

Short film - Documentary - Web site

Unit I: Fundamentals of Photo Journalism - Basic of Photography - Handling Still Camera
– Types of Camera - Lenses - Photo films – Black and White – Colour - Compositions of
films - Types -Practical.
Unit II: Camera Angels - Still Photos - News Photos - Practical - Developing and Printing -
Developing - Enlarger - Block making - Processing Colour Separation -Practical.
Unit III: Introduction to Video technology - Camera types - Colour Systems - Handling Video
Camera –Practical - Lighting - Equipments - Focusing Lenses - Multi Camera Techniques -
Special effects.
Unit IV: Graphics – Practical –Softwares - Planning for Production - Script Writing - Cinema,
Short / DocumentaryFilms.

Unit V:Editing - Cinema - Video - Types of Editing –Practical - Audio recording and mixing -
Film Production - Practical.
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