M.C.

J SYLLABUS FOR I, II, III & IV SEMESTERS Director Department of Communication & Journalism Mahatma Gandhi University Kott ayam 1

Mahatma Gandhi University Kottayam M.C.J [Master of Communication & Journalism] A Two-Year Post Graduate Course (Four Sem esters) SYLLABUS

MAHATMA GANDHI UNIVERSITY DEPARTMENT OF COMMUNICATION & JOURNALISM SYLLABUS MASTER OF COMMUNICATION & JOURNALISM- (MCJ) I SEMESTER (500 Marks) Paper Paper Paper Paper Paper 1 II III IV V : : : : : Introduction to Communicat ion News Reporting History & Development of Journalism Advertising Reporting (Pr acticals) II SEMESTER (500 Marks) Paper Paper Paper Paper Paper VI VII VIII IX X : : : : : Public Relations & Corp orate Communication Editing Media Management & Production Magazine Journalism Ed iting & Translation (Practicals) III SEMESTER Paper Paper Paper Paper Paper XI XII XIII XIV XV : : : : : (500 Marks) Business Journalism Research Methodology for Media Media Laws & Ethics Radio,TV & Cinema Radio & Video Production (Practicals) IV SEMESTER (800 Marks) Paper Paper Paper Paper Paper Paper Paper Paper XVI XVII XVIII XIX XX XXI XXII X XIII : : : : : : : : Malayalam Journalism Development Communication New Media & Cyber Journalism Feature & Technical Writing Lab Journal (Practicals) DTP (Pract icals) Dissertation Viva- Voce 5

MAHATMA GANDHI UNIVERSITY M.C.J (Master of Communication & Journalism) Regulations, Subjects of Study and Syllabus Introduction The M.C.J Course shall extend over a period of two academic years (Four Semester s). There shall be an examination at the end of each Semester. English shall be the medium of instruction, but for one paper, i.e. Malayalam Journalism, the med ium should be Malayalam. Those who are not proficient in Malayalam can opt for H ealth Communication and Public Health Campaign (self study) in lieu of this pape r. Candidates for the M.C.J course shall have passed any degree examination of M ahatma Gandhi University with 45% marks or any examination recognized by it as e quivalent there to. 5% relaxation in marks is given for SC/ST candidates. They s hall be required to pass an Entrance Test- written and oral- for admission. The Department can wave the Entrance Examination if necessory. There will be 35 seat s. The process of selection will be subject to the rules and regulations regardi ng reservation. The Merit list is prepared on the basis of the precentage marks of the Degree Course, Entrance test and Interview. If the Entrance Examination i s avoided, Marklist is prepared on the basis of percentage of marks and intervie w. Course Requirements: Internship Students shall undergo internship in a recognized newspaper or news agency or ad vertising agency or public relations department or any other mass media organiza tion approved by the Director for four weeks during the MCJ course. Internship i s compulsory. Seminars and assignments Participation in the students seminars to be organized once in a week is compulso ry. Students should turn in before deadline the class assignments given by the t eachers from time to time. Internal assessment marks will be given to the studen ts on the basis of assignments, class tests and general behaviours and attendanc e. 7

Project Work As part of the study, every student has to undergo a project work/ dissertation as supervised by the Director and the other faculty. The work may be either by a research thesis/content analysis/indepth study. The project work is compulsory. The viva voce is mainly based on the project work. Attendance Students shall attend the classes regularly and those who do not put in 75% of a ttendance will not be permitted to appear for the examination. The Director of t he School shall certify as to the completion of all the academic requirements of t he students before they are permitted to appear for the examination. Pass Minimum A candidate shall be declared to have passed the semester exam of the M.C.J cour se if he/she obtains not less than 50% of the aggregate marks at the University examinations. There shall be separate paper minimum pass marks of 40%. Candidate s failing to secure the paper minimum need appear again only for that paper. In the case of the practical paper they will have to re-appear for the practical wo rk. Classification of Successful Candidates: Successful candidates in the examin ations will be classified as follows:Distinction First class Second class Those who obtain 75% and above of the aggregate marks. Those who obtain 60% and above but less than 75% of the aggregate marks. Those who obtain 50% and above but les s than 60% of the aggregate marks. Subject of study: There shall be a total of 23 papers of hundred marks each comprising 16 theory p apers, 5 practical papers, dissertation and viva voce. The theory paper examinat ion shall be held at the end of the respective semester. The internal marks to e very paper shall be awarded by the teachers concerned in consultation with the D irector on the basis of the performance of students in the class test, assignmen ts, seminars and performance during the course. * * * * * 8

SCHEME OF EXAMINATION FIRST SEMESTER Topic Examination Marks Introduction to Communication Internal Assessment Durati on Total of Exam Marks Paper I : 80 80 80 80 20 20 20 20 3hrs 3hrs 3hrs 3hrs 100 100 100 100 100 ==== 500 Paper II: News Reporting Paper III: History & DevelopPaper IV: Paper V: ment of Journalism Advertising Reporting (Practicals) SECOND Topic Paper VI: Public Relations & Corporate Communication Paper VII: Editing Pa per VIII:Media Management & Production Paper IX: Magazine Paper X: Journalism Ed iting & Translation (Practicals) 80 80 80 80 SEMESTER Duration Total of Exam Marks Examination Internal Marks Assessment 20 20 20 20 3 hrs 3 hrs 3 hrs 3 hrs 100 100 100 100 100 == = 500 9

THIRD SEMESTER Topic Examination Internal Marks Assessment Duration Total of Exam Marks Paper XI: Business Journalism Paper XII: Research Medthodology for Media Paper XIII:Media Laws & Ethics Paper XIV: Radio, TV & Cinema Paper XV: Radio and video Production (Practicals} 80 20 3 hrs 100 80 80 80 20 20 20 3 hrs 3 hrs 3 hrs 100 100 100 100 == = 500 FOURTH SEMESTER Topic Examination Internal Marks Assessment Duration Total of Exam Marks Paper XVI: Malayalam Journalism Paper XVII:Development Communication Paper XVIII :New Media & Cyber Journalism Paper XIX : Feature & Technical Writing Paper XX: Lab Journal (Practicals) Paper XXI: DTP (Practicals) Paper XXII: Dissertation Pa per XXIII: Viva Voce 80 80 80 80 20 20 20 20 3 hrs 3 hrs 3 hrs 3 hrs 100 100 100 100 (100 Marks) (100 Marks) (100 Marks) (100 Marks) == = 800 MCJ Degree Total Marks = 2300 Marks 10

Semester 1 PAPER 1-INTRODUCTION TO COMMUNICATION Module-1: Communication-Definitions, Meaning, Elements-source, message, channel, receiver, feedback, noise. Process, Functions, Nature, Features & Scope.7Cs of C ommunication. Early Forms of Communication, Human Communication-Verbal & Non Ver bal. Emergence of Mass Media. Module-2: Types of Communications- Intra Personal, Interpersonal, Group and Mass Communication-Nature, Functions, Scope. Barriers of communications-remedies. Opinion leaders, Gatekeepers, Persuaders. Sociologic al & Psychological needs & importance. Module-3: Models of Communication - Arist otle, Claude E.Shanon & Warren Weaver, Harold D. Lasswell, Wilbur Schramm, Charl es E. Osgood, Gerbner, NewComb, David Berlo, SMCR, Becker, Riley & Riley, De Fle ur, Westely & Macleanstructure, functions, applications, merits & demerits. Modul e-4: Concepts of Communication-Indian, Eastern, Western Concepts (Christian, Gan dhian) Mass Media Print-Newspapers, Magazine,-ElectronicRadio, -Visual-Television , Cinema,- Internet-Nature, Scope, merits & demerits. Folk Media, Multi-Medialit y, Blogging. Mass Media effects- Violence, obscenity, attitude and behavioural c hanges, typology of audience & critical consumer culture and communication Rolan d Barthes, Herbert Schiller,Noam Choamsky & Manufacturing consent typlogyies of m ass culture trends in semiotic studies. Module-5: Normative Theories of Press- A uthoritarian, Libertarian, SocialistCommunist, Social Responsibility, Developmen t Media & Democratic Participant Press Theories. Marshall McLuhan-Life, History, Contributions, Ideology, Books, Concepts -Mechanical, Electrical Age, Global Vi llage, Medium is the Message, Hot Media & Cool Media-Toronto School, Frankfurt S chool, criticals studies. Globalisation-Features, Trends, Challenges, ICE-ICEET, Narrowcasting, Demassification, Convergence, Accessibility, Reach, Internationa l Information order, Present Scenario of Mass Media. 11

References & Reading list 1. Introduction to Mass Communication 2. Many Voices, One World 3. Process & Eff ects of Mass Communication 4. Men, Messages and Media 5. Mass Communication & Jo urnalism in India 6. New Media Technology 7. 8. 9. Understanding Mass Communicat ion Media, Communication&Culture Communication & Society Emery,Ault,Agee UNESCO Wilbur Schramm Wilbur Schramm Keval J.Kumar John V.Pavlik Melvin L. De Fluer & E velette James Lull Kamlesh Mahajan Dr.Jan R.Hakemulder Dr. J.V.Vilanilam Berko & Wolvin Joseph Klapper Karl Erk Rosengren Hugh Mackay & Tim O Sullivan AndrewBec k,Peter Bennett,Peter Wall Denis Mc Quail & Sven Windahl 10. Principles & Function of Mass Communication 11. Mass Communication in India 12. Communications 13. The Effects of Mass Communication 14. Communication 15. T he Media Reader 16. Communication Studies 17. Communication Models 12

PAPER II: NEWS REPORTING Module- 1: News- Concepts, definitions, purpose, elements-ingredients, values, N ews classification. Sources of News, Beats, techniques of News gathering & disse mination. Wire service. News flow, Predictable & Unpredictable News; Soft News & Hard News, follow-ups, slanting/advocacy. Module- 2: News Story-Structure of ne ws story-inverted pyramid and other styles. Principles of News writing. Intro, b ody, backgrounding, conclusions & their variations; different kinds of Lead; cha nging styles of news writing. Reporting speeches, seminars, conferences, press c onferences, meet the press, briefings, demonstrations, rallies,agitations, press releases, court proceedings, legislature, Parliament,govt. & non-govt. Module-3 : Reporter-Qualities, qualifications, functions, news gathering qualities of rep orter- Cultivation of news sources, social responsibility of a news reporter; Co rrespondents-stringer, mofussil, district, foreign, political, sports, legal, le gislative, business & special correspondents. Module-4: Specialized Reporting-De velopment news; science & technical news; business news, election news, accident s, death, crime, war disasters. conflicts, obituaries, weather & human interest stories. Cultural Reporting. Art of Interviewing, techniques & strategies for in terviews, types of interviews. Module-5: Investigative, interpretative, embedded , in-depth, cheque- book, Page Three & Local Page, aggressive, yellow, paparazzi , tabloid, precision, citizen journalism and planting stories-sting journalism. 13

References & Reading List 1. 2. 3. 4. 5. 6. 7. 8. 9. Fundementals of Journalism The Professional Journalis t Professional Journalism The Newspaper Handbook Reporting Modern News Reporting Reportorial Writing Indian Reporters Guide The Complete Reporter Spencer Crump John Hohenberg M.V.Kammath Richard Keeble M.V.Charnley C.Warren Paul V.Sheehan R .Critchfield S.Johnson & J.Harris Cambell & Wolseley P.Fedler H.J.Dygert C.R.Bus h Mencher Melvin Hugo De Burgh David Wainwright C.D.Mac Dougal Philip Mayer Rang aswamy Parthasarathy. 20. Investigative Reporting David Anderson & Benjaminson P eter 10. How to Report & Write the News 11. Reporting for the Print Media 12. The Inv estigative Journalist 13. News Writing& Reporting Public Affairs 14. Basic News Writng 15. Investigative Journalism 16. Journalism made Simple 17. Interpretativ e Journalism 18. Precision Journalism 19. Reporting for the Media 14

PAPER III: HISTORY AND DEVELOPMENT OF JOURNALISM Module 1: Press: Its importance and significance. Origin and Growth of Internati onal Journalism Scenario. Beginning of Journalism in India. The early print medi a in India. Indias first Newspaper. James-Augustus Hicky.Indian Press in Nineteen th Century. Contributions of Christian Missionaries to Indian Journalism. Seramp ore missionaries. James Silk Buckingham. Early Journalism in Madras, Bombay & Ca lcutta. Module 2: Media in pre-independence Era. First war of Indian Independenc e. The Birth of Indian language journals. Raja Rammohun Roy.Aeropagitica of Indi an Press. The birth of Indian National Congress. National leaders and the media. Contributions of Mahatma Gandhi, Jawaharlal Nehru, Bal Gangadhar Tilak. The bir th of Hindustan Times, Sardar K M Panicker, Lala Lajpat Rai. Module 3: Indian Pr ess and freedom struggle. Indian press after freedom. The History of English Dai ly Newspapers. The Times of India, The Madras Mail, the Pioneer, The Civil and M ilitary Gazettes. The Statesman. The Friend of India, The Hindu, The Tribune, Th e Leader. The Hitavada, Bombay Chronicle, The Hindustan Times, The Free Press Jo urnal, Indian Nation, The Indian Express, The National Herald, the Deccan Herald . Prominent Journalists in India. Indian Media & Emergency of 1975. Module 4: Hi story of language Press, Characteristics and growth of Malayalam Journalism-Prom inent Newspapers and journalists in Malayalam. History of Indian Broadcasting-AI R-Doordarshan. Private Satellite Channels, High definition TV-Educational and In structional TV, INSAT, Prasar BharathiCommercial Broadcasting, FM Radio, Satelli te & Internet Radio. Impact of technology. History of Indian Cinema & Milestones . Module 5: Press Commissions and Committees-Recommendations. A K Chanda, B G Va rghese, P.C.Joshi, Kuldip Nayar, Justice Manisana. News agencies and syndicates, PTI, UNI, Professional Organizations, INS, RNI, Press Council of India, IIMC-Pr ess Institute of India, PIB, Publication Division, AMIC. 15

References & Reading List 1. 2. 3. 4. 5. 6. 7. 8. 9. History of the Press in India Indian Journalism Commu nication History Mass Communication in India History of Indian Journalism Mass c ommunication & Journalism in India The Indian Press The Provincial Press in Indi a Journalism & India S.Natarajan Nadig Krishnamurthi John D.Steever Keval J.Kuma r J.Natarajan D.S.Mehta S.P.Sen T.J.S.George Rangaswamy Parthasarathy 10. Televi sion in India 11. Encyclopedia of Indian Cinema 12. Indian Film 13. Broadcasting in India 14. Seventy Five Years of Indian Cinema 15. Broadcast Journalism 16. T he Press 17. Whose News? 18. Television & Social Change in Rural India P.C.Chatt erji Rajadhayksha Eric Barnouw & S.Krishnaswamy G.C.Awasthy Firoze Rangoonwala S .C.Bhat M.Chalapathi Rau Ammu Joseph Kirk Johnson 16

PAPER IV: ADVERTISING Module-1: Introduction to advertising-History, Evolution of Advertising in USA, India. Advertising -Definition, Functions and Relevance. Classification of adver tising. Role of advertising in Marketing, Marketing mix. Module-2: Structure of an Advertisement/T.V.Commercial. Fundamentals of Layout, Design, Production proc esses in different media. Spots & jingles. Copy writing techniques & exercise in copy writing. Advertising campaigns & Idea generation, analysis, planning, budg eting, programming, evaluation. Epic & Land marking ad campaigns. Module-3: Adve rtising Agency-system, structure and functions. Prominent advertising agencies & personalities. Indian ad agencies, International ad agencies. Cannes & Ad festi vals. Major Publications- Catalyst. Module-4: Advertising Media-Media selection, scheduling & Media Mix-Print, Radio, Television, Film & Internet, Telephone, SM S, Outdoor, Direct Mail & Web advertising, Mail order. Informercials, Webmercial s, Advertorials. Module-5: Advertising Research-Scope, objectives & methods- pre testing, concurrent testing and tracking/post testing. Professional Organization s. Code of Ethics. ASCI and its code of conduct; Advertising as a communication. AIDA,DAGMAR principles. Advertising and Public Relations, Publicity. Economic a nd social aspects of advertising. Trends in contemporary Advertising. 17

References & Reading List 1. 2. 3. 4. 5. 6. 7. 8. 9. Advertising Ogilvy on Advertising Unpublished Ogilvy Advertising Management: Concepts & Cases Advertising Management Advertising Theo ry & Practice Advertising Made Simple Advertising Advertising : Theory & Practic e Manendra Mohan B.S.Rathore Chunnawala and Setha Frank Jeffkins Watson, Rinehar t & Winston Sandage & etal. Otto Cleppner, Glenn Verrill,Thomas Russell 11. Adve rtising: Its Role in Modern Marketing 12. Advertising & Popular Culture 13. Copy writing 14. Cases in Advt. & Communication Mgt. in India 15. Handbook of Adverti sing 16. Copywriting 17. The Business Of Advertising 18.Spending Advertising Mon ey 19.Advertising Research 20. Modern Advertising Subrato Sen Gupta Roger Bantz Pat Quinn Robert W.Jones Simon Broadbent I.S.Peerbhoy Hepner J.F.LittleField & C .A.Krikpatric 22. Advertising Services 23. The Advertising Business 24. Internat ional Advertising 25. How Advertising Works D. Ralph Wray John Philip John John Philip John John Philip John Watson S.Dunn Jib Fowles Philip Stabe 10. Advertisi ng Procedure Frank Jeffkins David Ogilvy David Ogilvy 21. Advertising & Mass Communication in Marketing18

PAPER V REPORTING (PRACTICALS) A Reporting Workshop will be organised for initiating students to professional J ournalism. The following practicals will be covered in the workshop. 1. Interviewing 2. Beat Reporting 3. Speech Reporting 4. Event Reporting 5. Prof ile Writing 6. Obituary Writing 19

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Semester II PAPER VI : PUBLIC RELATIONS & CORPORATE COMMUNICATION Module-1: Public Relations-Definitions, concept characteristics, scope, relevanc e, Origin & Development. PR - Propaganda, Publicity, Public Opinion, Advertising , Persuasion. PR functions, process, roles, aims, Strategic Public Relations, PR Codes, of Ethics & Regulations, PR Manager/Practitioner, functions, responsibil ities, qualifications, training. History & Development of Public Relations in In dia. PR Professional Organizations, IPRA, PRSI, PIB, DPR, DAVP Films Division, D irectorate of Field Publicity, Song & Drama Division. Module-2: Public Relations Tools Preparing & planning-House Journals, News letters, Hand outs, Brochures, P ress releases, Lobbying, Press conferences, Annual Meetings, Open houses, Exhibi tions, Speeches, Seminars and Symposia, Demonstrations, Conducted Tours, Gossips , Rumuors, Interviews, Publicity materials& Corporate Films. Module-3: Public Re lations Departments/Agencies, Publics-Internal and External-Organizational set u p, functions. PR & Communication Flow-Formal, Informal (grapevine) -vertical, ho rizontal, Barriers of Communication-Art of PR Writing-PR & Positive coverage. PR Campaigns-steps-Fact Finding, Research, Planning, Implementing, Evaluating & Fe edback.-India ShiningPolio,HIV/AIDS campaigns-PR Counseling & PR Consultancy Fir ms protocol aspects. Module-4: Public Relations in Public and Private sectors, N GOS Central and State Govt., Local Bodies. PR & Crisis Management, PR & Corporat e Identity, PR for Military, PR for Tourism Promotion, PR for Sports/Entertainme nt, PR for Charitable Institutions, PR for Celebrities, Event Management, PR for Banks. Module-5: Public Relations & use ofMass Media-Print, Radio, Film, Televi sion, Video, Traditional Media, Internet. Customer relations-Employee/Labour rel ations-Community relations-Industrial/Business relations-Investor/ Shareholder r elations. PR & Corporate Communication-Corporate HousesIdentity, Character, Obje ctives, Techniques, Corporate Culture-Contemporary Trends in Public Relations. 21

References & Reading list 1. 2. 3. 4. 5. 6. 7. 8. 9. Practical Public Relations Public Relations Handbook Lectures on Applied Public Relations Public Relations in India Public Relations Strategies & Tactics Effective Public Relations Public Relations Concepts & Prac tices How to be a Good PRO ? Public Relations Problem & Perspectives Sam Black P hilip Lesley K.R.Balan J.M.Kaul DenisL.Wilcox, Philip H.Ault,Warren K.Agee Scott M.Cutlip,Allen H Centre,Glen M Broom Raymond Simon Narasimha Reddy Anil Basu D.S .Mehta J.Jethwaney Sailesh SenGupta Scope Dr.G.C.Banic S.N.Surkund C.S.Rayudu & K.R.Balan C.K.Sardana Jim Dunn 10. Hand Book of Public Relations in India 11. Public Relations 12. Management o f PR& Communication 13. Scientific Public Relation in India 14 PR & Media Relati ons 15. Ad-Ventures of a PR Man 16. Principles of Public Relations 17. The Chall enge of Public Relations 18. Successful Public Relations 22

PAPER VII: EDITING Module-1: Editing-Introduction, principle, need, functions, symbols, tools, term inology. Line editing, creative editing and design editing. Style sheet. Editing Process -Selecting, Examining, Checking, Correcting, Condensing, slanted storie s, integrating copy from different sources. Rewriting- leads and stories. Editin g News Agency copy. Module-2: (HL) Headlines- Types, Functions & Trends-Writing Heads & Sub Heads-Unit Counts. Writing editorials and middle pieces. Module-3: F undamentals of Print Media Design-Principles of Page Makeup & Design. Traditiona l, Contemporary Design, Computer Aided Design (CAD). Dummy preparation, paginati on. Use of White Space, Copy Fitting,Teasers. Colour schemes. Layout & Design of local pages, Editorial Page, pullouts, special pages, supplements & Weekend mag azines. Photo Editing- Photo selection, cutting, cropping, trimming, slashing, c utline, caption writing-Photo layout principles & types. Module-4: News Processi ngOrganizational hierarchy-News Room setup. News Desk- Editorial duties and funct ions. Module-5: New trends in editing - Emergence of Special Editors, Page Edito rs, Spot Editors, Readers Editor, News Ombudsman. 23

References & Reading List 1. 2. 3. 4. 5. 6. 7. 8. 9. Art of Editing News Editing Editing in the Electronic Era The Active News Room News Headlines Handling Newspaper Text Newspaper Desig n Design & Makeup of Newspapers in Electronic Era Newsmans English 10. The Sub Ed itors Companion 11. Professional Journalist 12. Copy Editing 13. Editing 14. The Magazine Publishing Industry 15. Modern Newspaper Design 16. The Art of Editing News Albert & Shutton Harold Evans Michael Hides John Hohenberg Judish Butcher T.J.S.George-IIMC Charles P.Daly,Patrick Henry, Ellen Ryder E.C.Arnold R.C.McGri ffert Baskette,Scissors,Brooks Bruce Westley Martin L.Gibson International Press Institute Harold Evans Harold Evans Harold Evans 24

PAPER VIII: MEDIA MANAGEMENT & PRODUCTION Module-1: Principles & concept of Newspaper Management. Factors influencing mana gement decisions. Trends in modern management discipline. professionalism, Busin ess, legal & financial aspects of media management. Module-2: Types of media own ership-advantages & disadvantages-sole proprietorship, partnership, private, pub lic limited companies, trusts, cooperatives, religious institutions (societies), franchisees (chains), corporations. Module-3: Economics of Media Budgeting & Fin ance, capital costs & investment, operation costs, source of revenue & income, e xpenditure, human resource. Advertising-marketing, circulation - readership, spa ce selling - time selling, brand promotion - product promotion- ABC, NRS, DAVP, INS, RNI, RIND, AMEC, Editors Guild -management problems of small, medium and lar ge newspapers-production-circulation-advertising-price war-trade unionism. Compe tition & Sales promotional methods circulation drives, campaigns & strategies. M odule-4: Economic & administrative concerns of government owned electronic media -private satellite TV channels-market driven media-Public service broadcasting & Commercial broadcasting. Functions & Management of News agencies in India. Modu le-5: Brief History of Printing-India and KeralaTypography, typesetting methods, Desk Top Publishing. Printing process-Letter press, Offset, Gravure, Silk screen , Line blocks, Half tones, Multi colour process, types of paper stocks, Size of publication colour positives negatives colour separation digital printing, flexo graphy. 25

References & Reading List 1. 2. 3. 4. 5. 6. 7. 8. 9. Newspaper Organisation & Management Newspaper Managem ent Newspaper Management in India Newspaper Economics & Management ManagementTask , Responsibility & Practices Modern Newspaper Production Newspaper Organization & Management Elementary Typography An Outline of Newspaper Typography Peter F.Du cker Woods J.Goulden Bernard & Roger Allen Hutt Pater Block,William Housely & Ro n Southwell 11. Financial Management for Media Operations 12. Electronic Media M anagement 13. Promotion & Marketing for Broadcasting 14. Film Production Managem ent 15. Film & Video Budget 16. Indian Journalism 17. Communication Networks Man agement 18. Media Management in India 19. Modern Trends in Printing Technology 2 0. History of Printing in India Richard E.Van Deusen Pringle, F Star & McCavit E astman, Ferguson, Klein Bastian Cleve Michael Wiese Nadig Krishnamurthy Terplan Dibakar Panigrahy & P K Biswasroy V.S.Krishnaswamy B. S. Keshavan William & Ruck er Frank Thayer Gulab Kothari T.N.Sindhwani 10. Managing in the Media 26

PAPER: IX MAGAZINE JOURNALISM Module-1: Early magazines. Definitions, Classification of Magazines by contentProfessional & Technical magazines, News MagazinesLittle magazines - Political, C urrent Affairs, Womens, Society, Literary, Automobile, Business, Health, IT, Scie nce, Sports, Film, Children, Agriculture, Medicine, Real Estate, Travel & Touris m, Management, Career, Photography, Interiors & Design, Architecture, Leisure & Entertainment, Crime. General magazines, Specialized magazines, Tabloids, e-Publ ishing. Trends in Magazine Journalism. On-line Magazines & their Future. Module2: Production of Magazines-Design, Layout, Cover, Format, Illustration Principle s, Graphics, Typography, Infographs, Contents, Cartoons, Columns, Photographs. P rinciples of Magazine Editing, Photo Editing Rules, Use of Colour, Major e-magaz ines. Module-3: Special issues & Supplements. Economics & Business of Magazine P ublishing. Factor of competition-Planning & Launching a Magazine.Readership surv eys, content studiesMarket Research, subscription drives, Circulation & Readershi p Drive, Newsstand sales, promotional strategies & techniques, market trends. Mo dule-4: -Magazines Major publishing houses and Magazines in India. Magazine Edit or-duties and responsibilities. Module-5: - Magazines in Kerala. Prominent Edito rs, Publishing Houses & Major Magazines in Kerala. 27

References & Reading List 1. 2. 3. Understanding Magazines How to write small Magazine Articles The Magazi ne Publishing Industry Roland E.Wolsely Ray Paul Nelson Charles P.Daly,Patrick H enry,Ellen Ryder. 4. 5. 6. 7. 8. 9. Magazines in the Twentieth Century The Magaz ine World Editing the small Magazines Magazine Design The Changing Magazine Maga zine Publishing & Production in India T.Peterson R.E.Wolsley Rowela Ferguson Mac lean R.E.Wolsley Narendra Kumar 10. Magazine Writing the Inside Angle 11. Careers in Magazine Publishing 12. Med ia,Home & Family 13. We the Media 14. The Magazine Article 15. Magazine Editing 16. History & Memory in American Magazines 17. Electronic Magazines 18. Understa nding Womens Magazines 19. The Magazines Handbook Art Spikol Toni L.Rocha Steewart M.Hooner Dan Gillinor Peter P.Jacobs John Morri sh Carolyn L.Kitch William C.Spragens Anna Gough Yates Jenny McKay 28

PAPER X- EDITING AND TRANSLATION (PRACTICALS) An Editing Workshop will be organised for initiating students to professional jo urnalism. The following practicals will be covered in the workshop. 1. Editing N ews Agency copy 2. Translation of News Agency copy to Malayalam 3. Writing Headl ine 4. Infographics 5. Writing Editorials 6. PhotoEditing 7. Designing Pages. 29

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SEMESTER III PAPER XI: BUSINESS JOURNALISM Module-1: Fundamentals of business journalism growth role, styles,trends,prospec ts & drawbacks.-Global players-Wall Street Journal, FinancialTimes, Fortune, Eco nomist, Bloomberg. Module-2: History of Indian Business Journalism & Financial R eporting- roles, styles, trends-Factors contributed for the growth of Indian Bus iness Journalism. Green Revolution, white revolution, population policy, bank na tionalization, Information Technology, Bio-Technology, Telecommunication policie s- New Economic Policy (NEP)-LPG-Liberalization, Privatization, Globalization, F DI.Commercial Banks & Non Banking Financial Institutions. Module-3: Money & Mark ets-Financial Instruments-Equity, Stock, Share, Bond, Debenture, Loans, Subsidie s. Stock Exchanges-Wall Street, Bullion Market, Dalal Street,NASDAQ,NSE, BSE, On line Trading-Bear, Bull, brokers & sub brokers-SEBI, Reserve Bank of India, NABA RD, IDBI. Indian Financial Market-Money. Finance Ministry & Financial Policiesproblems, prospects, programme, Financial scams. International Financial Institu tionsIMF,WTO,WorldBank,ADB,European Union,G9. Module-4: Indian Economy-salient f eatures, strengths, weakness & approaches. Concept of Planning- Five Year PlansRole of Public & Private Sectors-Review of Indian Economic policies. Indias posit ion in the World Economy & Market. Module-5: Kerala Scenario-Business Journalism & Financial Reporting in Kerala- Business Publications Kerala-Business Deepika, Dhankaryam, Dhanam. etc. English Business Dailies-Economic Times,Business Line, Financial Express, Business Standard-Kerala Budget-Budget Reporting-State Planni ng-Agriculture, Industry, Service sector, Human Resource, MGP, Financial Resourc es-Problems & Prospectus. 31

References & Reading List 1. 2. 3. 4. 5. 6. 7. 8. 9. Economic & Business Journalism How to Excel in Busine ss Journalism New Business Dictionary Oxford Dictionary of Business The Penguin Dictionary of Economics Business Communication Business Communication : Process & Product Business & the Media Business Writing for Results Theory & Practice 11 . Media Markets & Democracy 12. Financial Reporting in Pacific Asia Regions 13. International Financial Reporting Standards 14. Quality Financial Reporting 15. Rich Media & Poor Democracy 16. Monetary Economics 17. Icons from the World of B usiness 18. Business Communication 19. Banking Mary Ellen Guffy Craig E.Aronoff Jane E.Cleland Andrew Higson C.Edwin Baker Ronald Ma Hennie Van Grenning Paul Mi ller Robert McChesney Suraj B Gupta. Devangshu Dutta Kaul M.L.Jhingan E.C.Thomas R.J.Venkiteswaran Shyansal Banerjee Oxford IBH Graham Bannock & R.E.Bovcter eta l. Asha Kaul 10. Corporate Financial Reporting 32

Paper XII RESEARCH METHODOLOGY FOR MEDIA Module1- Nature and scope of Mass Communication Research- Research Objectives an d Research problem. Research-Definitions. Functions of Research. Types of Resear ch-Qualitative, Quantitative, Historical, Descriptive,Exploratory, Explanatory, Fundamental, Applied, Scientific, Analytical and Experimental Research. Elements of Research., Research process-Identification of the problem-Hypothesis, Types of Hypothesis. Hypothesis formulation. Research design, Variables and Measuremen ts, Reliability and Validity. Analysis and Interpretation of data. Sampling, Pur pose and Principles of Sampling, Types of Sampling, Sample size, Sampling in qua litative research. Module 2- Research objectives and research problems- Types of Research, Experimental designs, Ex-post-facto design. Nature and sources of dat a, Techniques of data collection, levels of measurement. Questionnaire-Interview schedule, Interview, Types of interview, Observation, Case study, content Analy sis, Types of Content Analysis, process of content analysis. Data Processing Tab ulation-relationship between mean, medium and mode, Variation or dispersion. Mea n deviation and standard deviation, Correlation test, Use of Chi-square, F-test, T-test ANOVA, Parametric and non parametric tests of significance, Karl Pearsons co-efficient of correlation. Module 3 - Types Mass Communication and Research, Types of Print media research, Research in Electronic Media, Mass media effect s tudies. Market Research, Public Opinion Research, Readership and Audience Survey Research in Communication and Media Source Analysis. Effects and impact Analysi s. Reach and Access Analysis, Image Analysis, Thematic Analysis, perception Anal ysis, Cognitive Analysis. Module 4 - Thesis Writing, Bibliography, Indexing, Abs tracting, References, Citations, Appendix, Manuscript preparations. Project plan ning and Budgeting, Dissertation Formats and Submission. Module 5 - Ethical pers pective of Mass media Research, Recent trends in Communication and Media Researc h. 33

References & Reading List 1. 2. 3. 4. 5. 6. Mass Media Research Theory & Research in Mass Communication Me dia & Communication Research Methods International Media Research The Content An alysis Guide Book Qualitative Communication Research Methods A Hand Book of Medi a & Communication Research Audience Analysis Media Research Methods Media Resear ch Techniques Media Analysis Techniques Research For Media Production Analysing Media Messages Ethnographic Research for Media Studies Qualitative Media Analysi s Rating Analysis Mass Communication Research Resources Qualitative Methodologie s of Mass Communication An Integrated Approach to Communication Research Media E ffects: Advances in Theory & Research Research & Report Writing Research Methods for Communication Science Introduction to Research Methods Introduction to Mass Communication Research Roger D.Wimmer & Joseph R.Dominick. David K.Perry Arthur Asa Berger John Corner et al. Kimberl A.Neuendorf Thomas L.Lindlo Bryan C.Taylo r Klaus Bruhn Jensen Dennis McQuail Barrie Gunter Arthur Asa Berger Arthur Asa B erger Kathy Charter DanielRiffe,StephenLacy, FredrickFico David Machin David Alt heide James G.Webster H.Christopher Sterling Klaus Jenson B.Michell Jennings Bry ant Saravanavel P James H.Watt Robert B.Burns Ralph Nafzieger & David M.White 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. Doing Media Research Qualitative Media Analysis Research Methods in Mass Communi cation Foundation of Behavioural Research Survey Methods in Social Investigation Content Analysis:An Introduction to Methodology Susanne Horning Priest Althide Stempel & Westley F.N.Kerlinger Mosor & Kalton Kr ippendorf. K 34

PAPER XIII: MEDIA LAW AND ETHICS Module-1: Indian Constitution-Salient features, Fundamental Rights and Directive Principles. Freedom of Press & Parliamentary Privileges. Powers of President & Governor. Provisions relating to amendment of constitutionNinth Schedule. Case s tudies with regard to Freedom of Speech & Expressions. Module-2:Hierarchy of Cou rts, (Civil and Criminal) Jurisdictions of Courts,(Pecuniary and territorial) Co gnizable & Non Cognizable cases, Anticipatory bail, Bailable & Non Bailable offe nces, Civil & Criminal laws relating to defamation sedition, Arrest-types of wri ts - writ jurisdiction. Module-3 Press Legislations in India- Its Development-Th e Press & Registration of Books Act of 1867-The Official Secrets-Act of 1923Drug &Magic Remedies (Objectionable Advertisement) Act of 1954-The Working Journalist s and other Newspaper Employees (Conditions of Service & Miscellaneous Provision s) Act of 1955. Press Council Act of 1978-Cable Television Networks (Regulation) Act of 1995. Information Technology Bill, Cable Television Act, Vidio and Audio Piracy. Cyber Laws-Censorship guidelines-Press Accreditation Rules etc. Module 4 : The Cinematograph Act of 1952, Young Persons(Harmful Publications)Act of 1956, Copyright Act of 1957,Contempt of Court Act of 1971,Consumer Protection Act of 1 986 Right to Information Act 2005 Intellectual Property Right. Module-5: Press Cou ncil of India-Press Ombudsman-Broadcast Codes. 35

References & Reading List 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 2 3. 24. PressLaws Freedom of Press in India Law of the Press The Press in India P ress Laws in India Press Laws Law of the Press in India Essential Laws for Journ alists International Law governing Communication & Information Human Rights of t he World Introduction to the Constitution of India Freedom of Information Human Rights & Communications Electronic Media Law Copyright & Trademarks for Media Pr ofessionals Journalists Guide to Media Law Media Law Media Law Copyright Laws of the World Internet Law: Text & Materials The Constitution of India A Comparativ e study of Indian Constitution Ethics & Journalism Ethical Issues in Journalism & MassMedia A.N.Grover A.G.Noorani Durga Das Basu R.C.Sarkar K.L.Umrigar Js. Mud holkar Durgadas Basu L.C.J.Momae & R.M.Taylor Edward W.Polman P.K.Singh Durga Da s Basu Js.V.R.Krishna Iyer J.V.Vilanilam Roger L.Sadler Arnold Lutzker Mark Pear son Rex S.Heinke Rhonda Baker Berthold singer Chris Reed Mangal Chandra Jain Kag zi Dhirendra Kumar Karen Sanders AndrewBelsey& RuthChadwick 36

PAPER XIV: RADIO,TV & CINEMA Module-1: Characteristics of Radio broadcasting. The unique features of radio la nguage. Basic production techniques in radio broadcasting, equipment, sound mana gement, sound effects, Characteristics of TV. Basic production equipment product ion control room. Comparative study of Radio and TV. Qualities of a broadcast jo urnalist. Newsroom Structure. FM Radio. Module-2: Covering spot news- reporting from the scene of action. Use of tape recorders, ENG, SNG Reporter on camera. Wr iting for radio and TV. Writing news for- Radio and TV, News bulletin production - preparing the script - planning the angles-linking programme components-direct ing a news programme-studio control room, operation & personnel-transmission. Ro le of newscaster/anchor/comphers/presenters. The art of interviewing. Scripting for Radio and TV Talks, Discussion magazine programmes and special audience prog rammmes. Outdoor Broadcast. Audience Research& TAM, TRP. Module-3: Rules of Comp osition-Film Language and aesthetics-Various types of Shots & Camera movements, Basic creative editing. Lights & Lightingmeasuring light, outdoor & indoor light ing, use of filters. Triangle rule of lighting. Module-4: Programme productionResearch, Writing a proposal, Different stages -conceptualization of an idea/plo t, one-line treatment, detailed treatment, screenplay, shooting script, story bo ard-scripting- Genre of scripts & programme- Scripting documentary, studio progr ammes and telefilms. Post production, audio video mixing, editing, special effec ts, animation, titling, graphics, preview. Offline & online editing, linear & no n-linear editing. Module-5: Introduction to Cinema- World Cinema History-overvie wContemporary Indian Cinema & World Cinema-Bollywood films. Filims Silent Era, P arallel-film movements, Contemporary Malayalam Cinema. 37

References & Reading List 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 2 3. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 34. The Radio Hand Book The Technique of Radio Production The Art of Digital Audio Creative Radio Production Radio Pr oduction Work Text Peter Wilby & AndyConroy Robert McLeish John Watkinson Bruce H.Siegel LynneS.Gross & David E.Reese Browzzard & Holgate Fletcher Ted White,And rian J.Meppen& Steve Young David Keith Cohler PC Chatterji A.Smith S.Gall Paul S ureyal William LmacCavitt Donald W.Miles Mehra Masant Jamison W.A.Belson Ivory Y ouke R.Tyrell E.E.Wells P.Barwise & A.Ehrenberg Lucy Kung & Shankelman Michele H ilmes David Gauntlett John Hartley John Fiske John Fiske & John Hartley Barrie G unter & Jill McAleer Jim Beaman S.C.Bhatt Philip T.Rosen Paul Maeseneer K.M.Shri vastava Broadcast News Professional Broadcasting Broadcast News WritingReporting&Produci ng A Guide;the Presentation of Radio & TV NewsBroadcasting in India Television: An International History News from the Front:Life of a TV Reporter Broadcasting News Writing-The Fifth Estate Broadcasting around the World Broadcast News Hand Book Broadcasting & the People Radio for Education & Development The Impact of T elevision The Techniques of Television News The Work of the Television Journalis t Writing Television & Radio Programmes Television and its Audience Inside the B BC & CNN Radio Reader TV Living Uses of Television Television Culture Reading Te levision Children & Television Interviewing for Radio Broadcast Journalism Inter national Handbook of Broadcasting Here is the News News Writing for Radio & TV 38

PAPER XV- RADIO & VIDEO PRODUCTION (PRACTICALS) A Radio and Video Production Workshop will be organised for initiating students to audio Visual Media. The following practicals will be covered in the workshop. 1. 2. 3. News Writing Production of News Story Production of News Programme. 39

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SEMESTER - IV PAPER XVI: MALAYALAM JOURNALISM Module-1: -Origin, growth, development, characteristics, of Malayalam Print Medi a in Kerala. Beginning of Printing & Publishing in Kerala-contributions of Missi onaries. Malayalam Journalism during pre- Independence period & Renaissance peri od. Malayalam Media & Indian Independence struggle-role, contributions. Herman G undert, Swadeshabhimani Ramakrishna Pillai, Nidherikkal Mani Kathanar, Kesari Ba lakrishna Pillai, Kandathil Verghese Mappillai, C.V.Kunniraman, K.P.Keshava Meno n, - Malayalam Journalism and Literature. Socio-Political Movements in Kerala. M odule-2: Edit page Letters to Editor, Editorial, Middle, survey and campaign Tra nslation of News copy from English to Malayalam. Headlines and caption writing, news writing, re writing the given copy. Module-3: .Emergency & Malayalam Media. Emergence of Political Press & New Generation Newspapers in Kerala. Magazines a nd Tabloids-specialised publications for Women, Sports, Film, Health, Automotive s. Cartooning, Column writing, Internet and foreign editions. Module-4: Emergenc e of Broadcasting & Electronic Media in Kerala-AIR/ Doordarshan, Satellite Chann els- FM Radio & Commercials. Module-5: Contemporary Trends in Malayalam Journali sm. Regional & Local Newspapers Problems & Prospects Media and Malayalam Languag e. 41

References & Reading List 1. 2. 3. 4. 5. 6. 7. 8. 9. Malayala Pathra Charitram Vrithanta Pathra Pravarthan am Swa Le Patrabhasaha Kerala Pathra Charitram Mathrubhoomiyude Charitram Malaya la Manorama-Samskara Tharangini Pathrangal Vichithrangal Vivarthanam Chummar Chu ndal & Sukumaran Pottekkadu K.Ramakrishna Pillai M.K.Menon Kerala Press Academy Perunna K.N.Nair V.R.Menon Murkothu Kunhappa K.P.Vijayan Kuttikrishna Marar Peru nna K.N.Nair Puthupally Ragavan P.Narayanan Nair A.D.Harisharma V.M.Nair P.Sreed haran Kerala Bhasha Institute V.K.Narayanan T.Venugopalan K.Mohandas Radhakrishn an Malayala Manorama Publications 21. Kerala PathraPravarthanam Suvarnaadyangal 22. Malayaliyude Rathrikal 23. Aalokam, Eelokam G.Priyadarshanan K.C.Narayanan J .V. Vilanilam 10. Malayala Pathrathinte Katha 11. Kerala Pathrapravarthana Charitram 12. Arano ottandilude 13. Kandathil Varghese Mappila 14. Oru Pathrapravarthakante Ormakuru ppukal 15. Nambiar Pinneyum Munnil Nilkkunnu 16. Madyamangalum Malayalasahithyav um 17. Bhashayum Madhyamavum 18. Pathralokam 19. Innu Innalathelum Bhedam 20. Ma norama Smaranakal 42

PAPER XVII : DEVELOPMENT COMMUNICATION Module-1: Concept of Development-Origin, definitions, meaning, characteristics, models, indicators & obstacles of development-Approaches to developmentcharacter tics of developing societies. Under development-reasons & remedies. National dev elopment, social change & social security measures. Science, Technology & Develo pment. Module-2: Development Communication-Origin, meaning, concept, definition, philosophy, process, theories, trends, future. Role of communication, informati on, technology & mass media in development. Role & strategies of Mass media in d evelopment Communication. Development support Communication-process & impact-Mas s Media for Development-process, strategies, media selection, message design-Use of Folk Media & New Media for Development-ICT & ICEET. Module-3: Major Theories & Models of Development Communication-Theories of Dominant Paradigm-Rostow Stag es of Growth-Theory of ModernizationDiffusion of Innovation Theory,Dependency Th eory-Gandhian Model of Development-Marxist concept of Development-Participatory DevelopmentDemassification, concentisation, interactivity, Peoples Plan Campaign Programme. Module-4: Approaches to Modern Concepts of Development-Rural develop ment-IRDP, PMRY, NABARD, KSSP, SHGs, NAPM, NBA etc. Agriculture, Health, Populat ion, Family Planning &Welfare, Education, Community Development & Extension Acti vities. Indian Model of Development-Green & white revolutions, SITE, KHEDA, Radi o Rural Forums, Community Radio,Narrowcasting,EDUSAT & STV. Development & Empowe rment, Decentralization, Sensitization, Participation, Representation. Five Year Plans & Indian Development Human Development Index. Module-5: Development Journ alism & News-Concept & Types of Development News-Role of print, radio, televisio n, Internet in news & information disseminations & Multi Media Campaigns. Contemp orary issues in Development-Tribes, Gender, Minorities, Pollution, Terrorism, AI DS, NGOs, Environmentalism, Human Rights, Globalization. 43

References & Reading List 1. 2. 3. 4. 5. 6. 7. 8. 9. Mass Media & National Development Science Communicati on & Development Television in KHEDA Communication & Development Non Governmenta l Organization & Rural Development Rural Development in Kerala NGOs & Development Theory & Practices Media & Development Alka Srivastava B.Vijayakumar Nurjahan B ava K.Sadanandan Nair M.R.Dua B.Kuppuswamy Arvind Singhal & Everett Shirley Whit e & Sadanandan Nair 13. Mass Media & Rural Development 14. Communication of Inno vations 15. Development & Planning 16. Communication Policy for National Develop ment 17. Designing Messages for Development Communication 18. Media & Developmen t 19. Rethinking Development Communication 20. Information& Communication Tech. for Development 21. Communication & Society 22. Participatory Communication for Social Change 23. Commmunication for Development 24. Approaches to Development 2 5. Development Communication Theory & Practice 27. Communication & Development: A Critical Perspective 28. The Passing of Traditional Society E.M.Rogers Daniel Lerner Uma Narula T.K.Oommen 26. Development Discourses: Issues & Concerns Jan S ervas Srinivas Melkote & Jan Servaes Jan Servaes, UNESCO Bhatnagar UNESCO Bella Modi K.E.Eapen N.Jayaveera & Amuna Gama Majid Teheranian Aravind K.Singh Everett M.Rogers J.N.Bagwati, Richards, Eckaus Wilbur Schramm J.V.Vilanilam Agrawal & M alik Y.V.L. Rao Perspectives of Development Communication 10. Communication & Social Development 11. Indias Information Revolution M.Rogers 12. Perspectives on Development Communication 44

PAPER XVIII :NEW MEDIA & CYBER JOURNALISM Module-1: Introduction to the concept of Cyber Journalism - Concepts of ICE, ICT , Virtual Reality, Information SuperHighway/Grid/Glut, Information Society, Digi tal Convergence, Digital Divide, & Netizens. Conventional Journalism Vs Cyber Jo urnalism. National & International Scenario. Module-2: New Media Journalists-qua lities & skills. Introduction to Online Journalism-Major News portals-Online New spapers, journals/ periodicalsOnline editions of National & Vernacular Newspaper s-features, USP, advantages, limitations. Module-3: Electronic News Gathering-To ols & Techniques. Accessing information through the Internet-Standard Browsers & Web search engines. Writing for New Media special features. Writing news and fe atures. Ethics of cyber journalism Module-4: Era of Technology-Evolution of Elec tronic Publishing, DTP to e publishing. Offline Techniques (CD- ROM authoring) O nline Techniques . Design of Online Sites- Web Page Design using HTML/XML: Basic hypertext-linksframes-scroll. Three types of sites-Design consideration-Mistake s in Web design-Linear, non-linear presentations-Integration of design, page des ign tools, front-page design, infographics, typography, colour, screen size, ima ges, sounds, video, writing & editing for online publications-File & Edit comman ds, Formatting commands. Layout & design commands-graphic commands-Page making s oftware-page making commands-computer layout. Indian Language Editing tools. Mod ule-5: Editing Online Reports /News-Use of Hypertext-effective Hypertext-Inverte d pyramid in Cyberspace-Basic units of cyber texts-software for Print Media- Pag eMaker, Quarkxpress, InMedia , In Design, AdobePhotoshop, Maya- Introduction to Mobile & Wireless News Dissemination (WAP, WMIM services) Internet Radio, Intran et-Television & computer convergence-DTH Video. Emerging technologies Multi Medi a applications. 45

References & Reading List 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 2 3. 24. 25. 26. Introduction to Information Technology Quarksxpress for Windows W eb Journalism Internet Creative Content for the Web New Media Technology The Han d Book of New Media Information Technology & its Facets Computer Organization & Design Cyber Journalism Fundementals of Computers Internet for Everyone Hurley H ahn Teaches the Internet News & the Net Communication in the Age of Virtual Real ity Multimedia & New Media Producers Journalism & New Media The Language of New Media Literacy in the New Media New Media: Theories & Practices of Digitextualit y Encyclopedia of New Media Design Fundamentals for New Media New Media Language Metamorphosis: Understanding New Media Mobile Cultures: New Media in Queer Asia Environmental Online Communication Chetan Srivastava Rick Altman Sudheesh Pacho uri Singh & Singh Marc Millon John V.Pavlik Leah Lierrouw & Sonia Livingstone R. Sathyanarayana David A.Patterson Anwar Sadat V.Rajaraman Alexis Leon & Mathew Le on Harley Hahn Barrie Gunter Frank Biocca Barry Mazor John Vernon Paulik Lev Man ovich Gunther Kress Anna Everett et al. Steve Jones James Gordon & Bennett Aitch ison & Lewis Roger F.Fidler Chris Berry & et al. Arno Scharl 46

PAPER XIX: FEATURE AND TECHNICAL WRITING Module 1: Introduction to feature writing - Fictional and Non Fictional writingB asis of creative Writing language, Elements, techniques, style, Finding ideas, c reating catchy headlines-Different types of leads. Building the body, arranging the details, creating curiosity & making conclusions. Module 2: Qualities of a g ood feature writer. Interviewing for featuresReviews and Criticisms-Columns and columnists- Photo features. Caricatures and Cartoons. Module 3: Classification o f features, News feature, Human interest, Interpretative feature, Investigative feature, Analytical feature, Photo feature, Personality feature, Experience feat ure, Historical feature, Entertainment feature, Science feature, Geographical fe ature, Literary feature, Cultural feature, Political feature, Business features. Sports feature, Automobile feature, Festival feature, Market feature, Agricultu ral feature, Industry feature, Travel & Tourism feature, Educational feature, Fa shion & Music feature, Crime feature, Humour and Satirical features. Writing Bac kgrounder. Module 4: Feature syndicates- Importance and functions. Writing for W omen and Children, Freelancing in India. New trends in feature writing. Module 5 : Technical Writing, Craft, Techniques, elements, Style, Significance and opport unities of technical writing diction, vocabulary-rhetoric-formal and informal wr iting-technical definitions-outlines-arrangement of materialapproaches-from gene ral to specific and from specific to general. 47

References & Reading List 1. 2. 3. 4. 5. 6. 7. 8. Features with Flair Articles & Features Reviewing for th e Mass Media Beyond the Facts: A Guide to the Art of Feature Writing Brian Nicho las Roy Paul Nelson Todd Hunt Louis Alexander Jay Friedlander & John Lee William L.Rivers Harral Steward A.Shoanfield Clarence Lewett Rekkick L.George Bird Bruc e Garrison Len Granato Grant Milnor Hyde & Helen M.P. Abraham Aamidor Mathew Ric ketson Susan D.Pittelman Catherine Mclutyre Bertagnolli Gordon H.Mills & John A. Walter Peter J M Guire & Sara M Putzell Robert W Bly & Gary Blake Susan Grimm Do nald C.Samson Jr. Patricia A. Robinson J.V. Vilanilam Feature Writing for Magazine and Newspapers Writing: Craft & Art The Feature Wri ters Handbook Effective Feature Writing 9. Modern Feature Writing 10. Modern Article Writing 11. Professional Feature Wr iting 12. Newspaper Feature Writing 13. Writing & selling special Feature Articl es 14. Real Feature Writing 15. Writing Feature Stories 16. Semantic Feature Ana lysis 17. Writing Effective News Releases 18. Creativity the Writing Process 19. Technical Writing 20. A guide to Technical Writing 21. Technical Writing: Structure, Standard & Style 22. How to Write Computer Doc umentation for User 23. Editing Technical Writing 24. Fundementals of Technical Writing 25. More Effective Writing 48

Paper XX Paper XXI Lab Journal (Practicals) DTP (Practicals) Dissertation Viva Voce Paper XXII Paper XXIII 49

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PAPER-XVI: HEALTH COMMUNICATION & PUBLIC HEALTH CAMPAIGNS (OPTIONAL) Module-1: Communication Planning-significant factors-characteristics of strategi c communication-dynamics of elements involved-source, message, channel, target a udience, feedback & evaluation-Majors steps in Communication campaign. Module-2: Overcoming resistance to change-effective use of language & rhetoric-audience a daptation to message-Message factors-Message structure-organization & content-cu ltural adaptation of the messagepreparation of stickers, posters, bill boards-ad apting the message for different media. Module-3: Channel selection-use of tradi tional media-use of innovative media-strategies to get maximum media attention-p resentation of the message-Evaluation of the entire feedback-improving the campa ign. Module-4: Concept of Health & Disease-Evolution of the concept of Modern Me dicine-Status of Health Problems in India-National Health Policy Alma Ata Declar ation-Health for all by 2020 AD-Primary Health Care-National Health Programs-Dem ographic Trends in World & India-Indias Population Problem & Policy-National Fami ly Welfare programs-Role of Communication in Health & Population programs. Modul e-5: Communication Process & Principles applied to Health & PopulationInterperso nal & Mass Media Sources-Source Credibility Factors-Opinion Leaders & Change Age nts-Content & Treatment of Message-Health & Family Welfare Communication Campaig ns-World Health Organization-UNICEFCampaigns against Polio-AIDS/HIV, Malaria, Sm all Pox, Female InfanticidePrimary Health Centers & Public Health-Mother & Baby Care-Vaccinationscase studies. 51

References & Reading List 1. 2. 3. 4. 5. 6. 7. 8. 9. Mass Communication & Public Health Managing Communica tion In Health Effective Communication Skills for Health Professionals Handbook of Health Communication Global Public Health Communication Internet & Health Com munication Designing Health Communication Campaigns Public Health Communication Communication & Health Philiph Burnard L.Teresa Muhiuddin Haider Ronald E.Rice T homas E.Backer Robert C.Hornik Eileen Berlin Shane Alex UN Jane T.Bertrand Edwar d MaiBack UNICEF and WHO Charles K.Atkin Mark Darley 10. Health Communication 12. Strategic Communication in HIV/AIDS Epidemic 13. De signing Health Messages 14. Annual Reports 11. Making Health communication Program Works 52