Curriculum | Semester II | BA (Journalism & Mass Communication)



Curriculum – Basics of Photography

 

S No. TOPIC LEARNING

OBJECTIVES

TEACHING

GUIDELINES

METHODOLOGY TIME
1 Introduction to Photography :

1-Significance and historical background

2-Photography: elements, principles and meaning of visual language,

3-Composition in photography, Subject and light.

 

To achieve an overall idea of Photography

 

To make aware of basic things of photography

 

 

 

 

 

 

Lecture, PPT,

Interactive sessions, Assignments

 

 

12 Hours

2 Photographic Equipment

1.       Camera: types,

formats and functions,

2.       Lenses: types and functions;

Film: types and functions,

3.       Digital image gathering.

To achieve technical knowledge about photography To make aware about types of format in photography Lecture, PPT,

Interactive sessions, Assignments

 

12 Hours
3 Exposure and Compositions

1-Working of the camera: shots, focus, shutter speed, aperture and selection of subject

2-Different types of photographs.

 

 

To know the functions of the Camera

 

 

Emphasis should be on creativity through technical knowledge

 

 

 

Lecture, PPT,

Interactive sessions, Assignments,

 

 

7 Hours

4 Specialized Fields of Photography

1-Portraits, Wildlife, Environment,

Sports, Landscapes,

Social

2-Documentary photography,

3-Planning and preparation for events.

Imparting knowledge of specialized photography  

Focus should be on salient features of specialized photography and its creative usage

 

 

Lecture, PPT,

Interactive sessions, Assignments,

 

 

10Hours

5 News Photography and Editing

1-News values for pictures,

2-Photo essays, Photo features,

3-Qualities essential for photojournalism,

4-Picture magazine, Cutline and caption,

5-Photo editing procedure, Computerized photography and image manipulation,

6-Color photography,

7-Impact of technology.

 

To make students aware of elements of Photo Journalism

 

Creating understanding requirement of newspapers and magazines and equip them accordingly

 

 

Lecture, PPT,

Interactive sessions, Assignments,

 

 

14 Hours

 

References:

Kobre, Kenneth; Photojournalism: The Professionals Approach; Focal Press

McNally, Joe; The Moment In Clicks; Peachpit Press

Mayes, Stephen; This Critical Mirror: 40 Years of World Press Photo; Thames and Hudson Publications

Smith, Eugene; The Camera as Conscience;Thames and Hudson Publications



Curriculum – Introduction to Audio Visual Media

 

S. No. Topics Learning Objectives (At the end of the session the student should be able to) Teaching Guidelines Methodology Time
1. Radio

 

To learn importance of Radio as mass medium To cover 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 Didactic lecture on the topics, Power Point Presentation  

 

 

 

7 hours

2. Television To learn ownership pattern of media and other related things To cover Television as a medium of mass communication – Characteristics, Ownership; Organisational structure of Doordarshan, Satellite television channels, Cable television, Educational television, Commercial television, Recent trends in Television broadcasting Didactic lecture,  Power Point Presentation and discussion  

 

 

 

7 hours

3. Film

 

To know basic information about film industry To cover Films – nature, historical, background, technical aspects of film production, film industry in India, status issues, problems, regional cinema, future prospects Didactic lecture on the topics, Power Point Presentation and discussion  

7 hours

4. Outdoor Media To be know outdoor media and its types To cover Hoardings, Banners, Bus Panel boards, Posters

 

Didactic lecture, study of outdoor media, practical exercise 7 hours
5. Multimedia To learn different techniques To cover Video Conference and Power Presentations

 

Didactic lecture, Power Point Presentation and practical exercise branding 7 hours

 

Suggested Readings:

  1. Lezzi, Frank; Understanding Television Production; PHI Learning
  2. Mcleish, Robert; Radio Production; Focal Press
  3. Lewis, Bruce; Technique of Television Announcing; Focal Press
  4. Medoff, Norman J.; Kaye, Barbara K.; Electronic Media: Then, Now and Later; Focal Press
  5. Sharda, Kaushik; Script to Screen; Macmillan
  6. Musburger, Robert B.; An Introduction to Writing for Electronic Media; Focal Press

 



Curriculum – Basic of Advertising

 

S No. TOPIC LEARNING

OBJECTIVES

TEACHING

GUIDELINES

METHODOLOGY TIME
1 Advertising:

1.       Definition,

2.       Concept and historical development,

3.       Social and economic benefits of advertising,

4.       Various advertising media,

5.       Types of Advertising,

6.       Types of advertising based on media

 

To achieve an overall idea of Advertising

 

To understand the need, vitality and Scope and the media selection

 

 

 

 

 

 

Lecture, PPT,

Interactive sessions, Assignments

 

 

6 Hours

2 Product Advertising:

1.       Target audience,

2.       Brand image,

3.       Positioning,

4.       Advertising Strategies,

5.       Appeals,

6.       Advertising Spiral,

7.       Markets and their Segmentation,

8.       Sales promotion

To understand the Market system and brand building  

To advocate a creative style and the uniqueness in an ad

 

 

 

 

Lecture, PPT,

Interactive sessions, Assignments,

 

6 Hours

3 Advertising Agency and Media Selection:

1.      Structure and functions,

2.      Creativity,

3.      Media Selection,

4.      Strategy,

5.      Planning ,

6.      Media Budget and Campaign planning

 

 

To know the Industry and media selection for an ad

 

 

To Cover the definitions, budgeting, etc.

 

 

 

 

Lecture, PPT,

Interactive sessions, Assignments,

 

 

6 Hours

4 Avertissement Production:

1.      Ideation,

2.      Visualization,

3.      Copywriting,

4.      Advertising techniques for print, radio TV, film and outdoor

To prepare an advertisement for various media  

Creating advisements for various medium and to understand the style and techniques

 

 

Lecture,PPT,

Interactive sessions, Assignments, Group activities

 

 

6 Hours

5 Advertising Research:

1.      Research in advertising,

2.      Ethical aspects of ad,

3.      ASCI,

4.      Law and ad,

5.      Advertising and Pressure groups

 

To understand the ethical values  and their importance

 

To Know the ethical standards followed in the market scenario

 

Lecture,PPT,

Interactive sessions, Assignments,

 

 

6 Hours

 

Suggested Readings  

  1. Belch, George E.; Belch, Michael A.; Advertising and Promotion: An IMC Perspective; Tata McGraw Hill
  2. Chunawala, S.A.; Sethia, K.C.; Foundations of Advertising; Himalaya Publishing House
  3. Wells, William D.; Burnett, John; Moriarty, Sandra; Advertising Principles and Practice; Pearson   Education
  4. Arens, William F.; Contemporary Advertising; Tata McGraw Hill
  5. Sengupta, Subrato; Brand Positioning; Tata McGraw Hill
  6. De Mooji, Marieke; Effective Advertising; PHI Learning
  7. Pricken, Mario; Creative Advertising ; Thames and Hudson Publications

 



Curriculum – Computer Application-II

 

S No. TOPIC LEARNING

OBJECTIVES

TEACHING

GUIDELINES

METHODOLOGY TIME
1 Basic Editing Techniques

1.    Page Setup, Formatting, Technique, DTP

2.    Introduction- word processing, Corel Draw, Photoshop, Basic Elements of Computer Network.

 

To achieve an overall idea about the editing technique.

 

To make students familiar with the Editing Software.

 

 

 

 

 

Lecture, PPT,

Interactive sessions, Assignments

 

 

10 Hours

2 History of Internet

1. Internet as Medium of Communication

2. Brief History of Internet

3. Features of Internet, Internet Protocol, Domain Name

To know about the internet and its uses. Encourage students to learn the importance of Internet.

 

 

Lecture, PPT,

Interactive sessions, Assignments,

 

10 Hours

3 Internet Functions

1.    Internet Functions

2.    World Wide Web

3.    E-mail, Important Internet Sites

To know about basic internet functioning. Encourage students to learn the functions of Internet. Lecture, PPT,

Interactive sessions, Assignments,

 

 

10 Hours

 

Suggested Readings:

Rajaram, V.; Fundamentals of Computer; PHI Learning

Parthasarathy, G.K.;  Computer Aided Communication; Authors Press

Chakravorthy, J.; Cyber Media; Authors Press

Mukherjee, D.P.; Fundamentals of Computer Graphics and Multimedia; PHI Learning

Adobe; Adobe PageMaker; Techmedia

 



Curriculum : Media Management

 

S. No. Topics Learning Objectives (At the end of the session the student should be able to) Teaching Guidelines Methodology Time
1. Overview -To understand media industry

 

To cover Media as an Industry

Ownership patterns

Emergence of language media Licensing

Didactic lecture with the examples of media houses, Power Point Presentation and group discussion 7 hours
2.  The business of media

 

 

-To know media as an industry that has to gain profit To cover 

Revenue sources

Media Metrics

Trends and opportunities

Didactic lecture on the topic, Discussion on media is generating money 7 hours
3.  Convergence and its impact

 

To learn the importance and future of media To cover Effect of technology on media distribution and consumption

Challenges from emerging media platforms

The future of Indian media

Didactic lecture, Power Point Presentation, Group discussion 6 hours

 

References

Agarwal Veerbala: Mass Communication in India Sevanti Ninan, The Hindi Heartland