1st Semester Paper IV: Communication Theories and Models (MCJ 104) No. of Lectures Unit-1 Communication –Definitions, Process - Variables of Communication, Source, Message, Channel, Receiver, Feedback, Barriers to communication - Types of communication, Interpersonal, Intrapersonal, Group, Mass communication - Characteristics Print, Radio, Television, Film. 15 Unit-2 Basic Models of Communication, Aristotle, Lasswel- Shannon & Weaver, Berlo, Advanced Models of Communication , Osgood & Schramm Model, Johari Window Model, De Fleur, Dance Helical Model, Westley and MacLean’s Model- Theories of Press - Normative theories, Authoritarian, Libertarian, Communist, Social Responsibility, Development Theory, Democratic Participant Theory. 20 Unit-3 Hypodermic Needle or Bullet Theory – Two Step Flow Theory – Opinion Leaders - Characteristics Multi step flow - Gate keeping - Selective Gate Keeping - Diffusion of innovations Theory – Agenda Setting Theory – Uses & Gratification Theory- Inoculation Theory –Cultivation Theory - Cognitive Dissonance Theory. 20 Unit-4 Verbal Communication- Principles, Characteristics – Oral Communication – Written Communication – Non Verbal Communication (NVC) – Definition – Body Language – Space Communication – Silence – Functions of Non Verbal Communication. 20 Total number of Lectures 75 Class Room Exercises, Assignments, Seminars 15 Total 90 Reference David Berlo (1960). The Process of communication. London. Uma Narula (1976). Mass Communication Theory and Practice. New Delhi: Har Anand. Denis McQueen and Vandal. Communication models. John Fiske: Introduction to communication studies London: Routledge. Denis McQueen (1993) Media performance. London: Sage Denis McQueen (2005) Mass communication theory. New Delhi: Sage. Deflower and Ball Rocket: Theory of mass communication Semester-I Syllabus
1st Semester Paper V: Computer applications for Mass Media (MCJ 105) No. of Lectures Unit-1 Introduction to Computers – History and Generation of Computers – Types of Computers – An overview of Computer system – The CPU – Memory – Input and Output Device – Storage – Primary and Secondary storage, Floppy – CD ROM 15 Unit-2 Software Operating Systems: MS DOS, MS Windows, Application programmes, MS Office 15 Unit-3 MS Word – Word processing – entering and editing text – formatting text – special features of word – Tables, Mail merge, Adding graphics and sounds – Printing Document – Converting documents into web pages- MS Power point, Creating a presentation – formatting slides, Special features of presentation – Integrating multiple data sources in the presentation – Presenting slide shows 25 Unit-4 Introduction to networks – The Internet – Working on internet – Addressing skills Main features of Internet – WWW – e-Mail – for Web search- Online services – Advertising on internet – Law relating to Cyber Media 20 number of Lectures 75 Practical 30 Class Room Exercises, Assignments, Seminars 15 Total 120 Reference Books 1. Minasi (1999) Expert Guide to Windows98, BPB Publications 2. Stutz A. Russell (2000) Office 2000, BPB Publications. 3. Thurlow, Crispin, Laura Lengel and Alice Tomic (2004) Computer Mediated Communication,London,Sage. 4. Howard, Phillip.& Steve Jones (2003) Society Online, Thousand Oaks,Sage. 5. Suresh k. Basandara, (1999), Galgotia Publications Pvt. Ltd, New Delhi. 6. Donald H. sanders Computers Today, McGraw – Hill , New Delhi Semester-II Syllabus
IInd Semester Paper I: Radio Journalism (MCJ 201) No. of Lectures Unit-1 Evolution of Broadcasting -Brief history of broadcasting in India – Objectives of Radio – Characteristics of Radio – AIR Code - Stages in Radio Production - Writing for Radio, News Features, Interviews, Special Audience programmes – Radio Formats . 20 Unit-2 Who is who in Radio , Station Director , Asst. Station Director, Programme Executive, Transmission Executives, Announcer, Other crew - Audition - Microphone talents 15 Unit-3 Studio Operations, Mikes, Sound and acoustics - Outdoor Broadcasting – Covering Special Events, Festivals, Sports – Radio Bridge – A.M and F.M Broadcasting - New Broadcasting Technologies, Digital, Satellite, Web. 20 Unit-4 Autonomy – Prasara Bharathi – Commercial Broadcasting – Non Lapsable Fund – Local Radio Concept – Community Radio – FM Channels – Radio and People – Change Agent. 20 Total number of Lectures 75 Practical 30 Class Room Exercises, Assignments, Seminars 15 Total 120 Reference books P.C. Chatteji: Broadcasting in India. New Delhi: Sage. - U.L. Barua: This is All India Radio. Mehra Masani: Broadcasting and the People. H.R. Luthra: Indian Broadcasting. G.C. Awasthi: Broadcasting in India. Keval Kumar: Mass Communication in-India.
Semester-II Syllabus II nd Semester Paper II: Advertising (MCJ 202) No. of Lectures Unit-1 Advertising, Definition, Functions, Role, Scope - Place of Advertising In Marketing – Advertising Vs Publicity – Vs Public Relations – Vs Sales Promotion – Advertising Media Characteristics – Advertising relationship with Mass Media – Advertising as part of Marketing Mix. 15 Unit-2 Elements of Advertising, Copy – Types of Copy Formats, Visualization, Logo, Slogan, Headlines - Layout, Designing of Layout – Creating Advertisements for Print, Radio, Television – Media Tariff – Planning – Scheduling – Advertising Agency System. 20 Unit-3 Advertising Research – Advertising Testing in Research process – Purpose of Testing – Evaluation – Important Testing Methods, Recall, Recognition, Opinion Ratings – Casman Jury test - Pre testing – Post testing Methods - Planning Advertising Campaigns, Media selection, Media Mix–ORG-ABC-Readership surveys- Newspapers, Magazines, Radio – Jingles, Television – Spots – Commercials - Direct Advertising, Outdoor Advertising, Merits and Demerits 20 Unit-4 Advertising Code – Advertising Policy in India – Advertising Agencies, Structure and Functions of various departments in Advertising Agency – Regulation of advertising in India – Professional Advertising Bodies, AAAI, ISA, ASCI –Consumer Protection Act.- Social and Economic aspects of Advertising, Psychological factors in Advertising – Ethics and Codes in Advertising – Role of Advertising in Economic Development. 20 number of Lectures 75 Practical 30 Class Room Exercises, Assignments, Seminars 15 Total 120 Reference books Cohen: Advertising. Dunn: Advertising its role in society Hepner: Advertising psychology and research Warner et al: Advertising. Chunna Wallah: Fundamentals of advertising Mahendra: Mohan: Advertising Management Concepts & Cases Wright: Advertising campaigns
Semester-II Syllabus II nd Semester IV: Media Laws & Ethics (MCJ 204) No. Of Lectures Unit-1 Indian Constitution, Salient Features, Fundamental Rights, Article 19 (1)(A), Public Interest Litigation (PIL), Freedom of the Press, Ramesh Thapar vs. State of Madras, Brij Bhushan vs. State of Delhi, Virendra vs. State of Punjab, RamjiLal Modi vs. State of Uttar Pradesh, Sakal Newspapers vs Union of India, Bennet Coleman & Co vs. Union of India, Indian Express vs. Union of India. 15 Unit-2 Prevention of Publication and Objectionable Matter Act - Official secrets Act 1923 - Books and Registration of newspapers Act, 1956 - Working Journalists Act, 1955 - Press and Publication (Parliamentary Proceedings) Act, 1976 & Its repeal act – Constitutional amendment Article 361 (Protecting the publication of Parliament and Legislature) - Press Council of India Act, 1978 - Indian Cinematography Act, 1950 - Contempt of Court – Indecent Representation of Women Prohibition Act – Drug and Magic Remedies Act – Children’s Act - Censorship Law. 20 Unit-3 Law of Defamation – Libel – Slander – Right to Privacy – Difference between Right to privacy and Libel –Copyright, What constitutes copyright, Infringement of Copyright, Copyright and Mass Communication, Defenses to infringement of Copyright. 20 Unit-4 Ethics, Aristotle Golden Mean, Kant Categorical Imperative- Principles of Utility – Structural Ethics – Code of Ethics – Self regulation – Profit motive and Social responsibility – Confidentiality of News sources – Truth and Accuracy – Right to Privacy and Public’s right to Know – Right to Information Act. 20 Total number of Lectures 75 Class Room Exercises, Assignments, Seminars 15 Total 90 Reference I. B.N. Pandey: Indian constitution, Cental Law Publications.
5. J.H.Kaul: Public relations in India 6. Leslie: Public relations Handbook. 7. Finn: Public relations and the management. J.E.Marsen: Modern public relations. Semester-III Syllabus IIIrd Semester Paper II: Development Communication (MCJ 302) No. Of Lectures Unit-1 Development - Different concepts – Causes for under development - Theories of development, Economic Theory, Walt Rostow Sociological Theory, Modernization Theory, Dependency Theory, Diffusion of Innovations - Dominant Paradigm - New Paradigm of Development - Sustainable Development - Development dilemmas- Millennium Development Goals. 20 Unit-2 Development Journalism, Origin, Growth, Concept, Case studies - Development News, Development Reporting- Problems of Indian Press in Development Journalism- Multimedia Approach to Development issues. 15 Unit-3 Development Communication, Definition, Nature, Scope, Merits and demerits - Case studies of SITE and Jabua Project- Development Support Communication, Concept, and Human Development, Development Communication Concepts in Literacy, Population Control- AIDS. 25 Unit-4 Participatory Development Communication - Participation and Development- Social Capital Theories - Participatory Communication Research - Case studies 15 Total number of Lectures 75 Class Room Exercises, Assignments, Seminars, Revision classes 15 Total 90 Reference Books Avik Ghosh (2006): Communication technology and Human development: New Delhi: Sage publications DVR Murthy (2006): Development Journalism: What Next New Delhi: Kanishka Publications Srinivas Melkote (2001): Communication for development in the third World: New Delhi: Sage publications N. Jayaweeraand S. Ammugave (1989) Rethinking development