SEMESTER III

SYLLABUS

2009
BACHELOR IN MEDIA TECHNOLOGY
01

PURBANCHAL UNIVERSITY | NEPAL

 BROADCAST JOURNALISM III
SUBJECT CODE: BJ2303 | CREDITS: 3

TEACHING SCHEDULE (hr/wk) EXAMINATION SCHEDULE

THEORY TUTORIAL PRACTICAL INTERNAL ASSESSMENT FINAL TOTAL

THEORY PRACTICAL THEORY PRACTICAL

3 1 2 20 -- 60 20 100
1 INTRODUCTION TO TV JOURNALISM

1. Models of Broadcast
a. Terrestrial
b. Satellite
c. Cable
d. Internet

2 TV STATION

1. Nepal Television Broadcasting

2. Comparative study of TV in SAARC countries

3 NEWS GATHERING

1. News Sources
2. Newsroom
3. Editorial Meeting
4. Assignment

4 NEWS WRITING FOR TV

1. Script
2. Language
3. Objectivity
4. Clarity
5. News Shooting
6. News (visual) Editing

5 VISUAL EDITING

1. Technical Equipment – Introduction

2. Techniques of Editing
3. Linear and Non-linear Editing
6 VISUAL BASED NEWS TYPE STORY

1. Capsule
2. 100% Story – Why & How
3. V/O News
4. Reader (Dry) News

7 PRESENTATION

1. Interviews
2. Documentary
3. Tele Serials
4. Current Affairs – Various

SUGGESTED READINGS
 Robert L. Hillard – Writing for Television and Radio
 Bhatt, S.Cc. – Broadcast Journalism – Har-Anand Publications, New Delhi
 John Horenberg – The Professional Journalist
 Ault, Agee and Emerg – Introduction to Mass Communication
 Melvin Mencher – Basic News Editing
 De Fleur and Dennis – Understanding Mass Communication
 Ram Raj Paudyal – Prakashan ko Ka Kha Ga – Kathmandu
 MEDIA ISSUES - HR/GENDER
SUBJECT CODE: MIHR2301 | CREDITS: 3

TEACHING SCHEDULE (hr/wk) EXAMINATION SCHEDULE

THEORY TUTORIAL PRACTICAL INTERNAL ASSESSMENT FINAL TOTAL

THEORY PRACTICAL THEORY PRACTICAL

4 1 -- 20 -- 80 -- 100
1 MEDIA, HUMAN RIGHTS AND DEMOCRACY

1. Human Rights in Comparative World

2. UN Mechanism
3. International Humanitarian Law
4. Importance of Media to Enhance Transparency
5. Rule of Law and Pluralism
6. Role of Media as a Watchdog

2 MEDIA THEORIES

1. Normative Theories of Communication

2. McLuhan’s Legacy in Mass Communication – Three Stages of Human Civilization
3. Hot and Cool Media
4. The Medium is the Message

3 EXERCISE FOR MEDIA REPORTING

1. Preparation of Features on Development Projects

2. Feedback from Beneficiaries
3. Measurement of Benefits or Otherwise and in Presentation in the Media

4 INTRODUCTION TO MEDIA SUPPORT SERVICES

1. The Wire Services – News Service Journalism – AP, AFP, Reuter, UPI
2. Rating and Other Research Organizations – ABC Rating of Press Council
3. Government Information System
4. Press Associations – National (FNJ) and International (IFJ)

5 DEVELOPMENT COMMUNICATION AND MEDIA ISSUES

1. Development Communication and Development Journalism

 2. News Flow in the Developing Nations
3. Research Work on a Relevant National/International Media Issue

6 GENDER ISSUES

1. Gender Concept and Gender Balance

2. Gender and the Individual
3. Gender Discrimination
4. Discrimination and Violence
5. Gender and Development
6. Portrayal of Women in Media
7. Sex and Violence in Media

7 GENERAL ISSUES

1. Diffusion of Media Technology in Mass Communication in Nepal

2. Functioning of Media Organizations

PRACTICAL EXERCISES
 News and Feature Editing for the Print & Electronic Media
 Documentaries on Development Projects
 Review Reports
SUGGESTED READINGS
 De Fleur and Dennis – Understanding Mass Communication
 Devkota, Grisam B – Nepal ko Chhapakhana ra PatraPatrika ko Itihaas
 Karmacharya, Madhav Lal – The Publishing World in Nepal
 Verma, Yogeshwar P – The Press in Nepal
 Shrestha, Aditya Man – Conservation Communication in Nepal
 Brown, Brown and Rivers – The Media and the People – New York, Ilot
 Maslog, Crispin C – Communication and Education in Asia – Press Foundation of Asia,
1990
 Wilbur Schramm – Mass Media and National Development, Stanford
 Mukharjee, Sadham – Media Handbook for South Asia
 Colimbiris Harold – Digital Communication Systems
 Pradeep Mandav – Visual Media Communication
 Marion Cole – Introduction to Telecommunication
 Pyakurel Sushil and Aryal Kundan – Manav Adhikar ra Press – Nepal Press Institute
 PUBLIC RELATIONS
SUBJECT CODE: PR2301 | CREDITS: 3

TEACHING SCHEDULE (hr/wk) EXAMINATION SCHEDULE

THEORY TUTORIAL PRACTICAL INTERNAL ASSESSMENT FINAL TOTAL

THEORY PRACTICAL THEORY PRACTICAL

3 1 1 20 -- 80 -- 100
1 INTRODUCTION TO PUBLIC AND PUBLIC RELATIONS

1. Communication Disciplines
2. Definitions – Public and Public Relations
3. Distinction between Public Relations and Concepts of Advertising
4. Concepts of Publicity
5. Concepts of Marketing and Sales Promotion

2 MASS MEDIA AND PUBLIC RELATIONS

1. Mass Media as a Tool of Public Relations

2. Development Process and Public Relation
3. Information Society and Public Relations

3 ETHICS OF PUBLIC RELATIONS

1. Ethics Towards Public and the Media

2. Ethics Towards Colleagues
3. Ethics Towards Employers and Clients
4. The Code of Professional Conducts

4 PLANNING AND RESEARCH IN PUBLIC RELATIONS

1. Introduction to Planning and Research

2. Steps of Public Relations Planning
3. Research Methods for Public Relations

5 TOOLS OF PUBLIC RELATIONS

1. Print and Electronic Media

2. Press Release
3. Press Conference
4. House Journals and Exhibitions
 5. Interviews and Discussion

6 PUBLIC RELATIONS PRACTICES IN DEVELOPING COUNTRIES

1. New World Information Order

2. Problems of Developing Countries
3. Communication Perspectives in Developing Countries

7 CRISIS AND PUBLIC RELATIONS

1. Defining Crisis
2. Government & Public Relations
3. Lobbying & Public Relations
4. Public Relations in Commercial and Non-Commercial Organizations and Educational
Bodies

8 PUBLIC RELATIONS PRACTICES IN NEPAL

1. Nepalese Media and Public Relations

2. Financial Companies and Public Relations
3. Government Sector and Public Relations

SUGGESTED READINGS
 Rastriya Samachar Samiti Souvenir
 John Wright and John, Mertes – Advertising’s Role in Society
 Zeigier and Johnson, Creative Strategy and Tactics in Advertisng – Grid Publishing
 Fraser P Seitel, The Practices of Public Relations
 Lowerance W Noite, Fundamentals of Public Relations
 Bryant and Zilmann, Perspection and Media Effects, 1986
 Sahai, Baide, Public Relations Scope, New Delhi, 1990
 Lal Deosa Rai & Binod Bhattarai, Advertising and Public Relations, Nepal Accociation of
Media Education
 MASS MEDIA RESEARCH
SUBJECT CODE: MMR2301 | CREDITS: 3

TEACHING SCHEDULE (hr/wk) EXAMINATION SCHEDULE

THEORY TUTORIAL PRACTICAL INTERNAL ASSESSMENT FINAL TOTAL

THEORY PRACTICAL THEORY PRACTICAL

3 1 1 20 -- 80 -- 100
1 THINKING ABOUT RESEARCH

1. Introduction to Research
2. Necessity and Significance of Research
3. Areas of Research
4. How Research is Carried Out
5. Evolution of Mass Media Research (Reference with Nepal)

2 TYPES OF RESEARCH

1. Action Research
2. Private or Commercial Research
3. Scientific Research & Academic Research
4. Descriptive VS Analytical Research
5. Applied VS Fundamental Research
6. Qualitative VS Quantitative Research
7. Conceptual VS Empirical Research
8. Other Types of Research

3 RESEARCH APPROACHES

1. Qualitative Research
2. Quantitative Research
3. Simulation Research
4. Longitudinal Research
5. Inferential Research
6. Experimental Research

4 REGARDING MEDIA

1. Researches in Mass Media – Print, Broadcast, Film & Video, The Internet,
Photojournalism
 2. Content Analysis – Audience & Viewer, Surveys & Opinions & Polls, Readership,
Advertisement, Television Violence, Media Management, Impacts & Effects
(Reference with Nepal)

5 RESEARCH BASICS

1. Selection of Universe & Population

2. Defining Research Problem
3. Research Design
4. Research Techniques
5. Hypothesis Formulation and Testing

6 DATA CONCEPTS IN RESEARCH

1. Research Methodology – Sampling (Purposive & Non-Purposive)

2. Primary Data Collection – Observation, Interviews, Schedules, Questionnaires, Case
Studies, Limitations
3. Secondary Data Collection – Archives, Books, Magazines, Newspapers, Research
Papers, Diaries, etc.
4. Qualities of a Good Research

7 RESEARCH FINALS

1. Processing and Analysis of Collected Data

2. Using Computer in Research
3. Report Writing
4. Summary and Conclusion
5. Bibliography and Questionnaires
SUGGESTED READINGS
 R.D. Wimmer & J.R. Dominic – Mass Media Research: An Introduction
 Agrawal, B., - Communication Research for Development
 Reinard Johne – Introduction of Communication Research – Brown & Benchmark
 AMIC – Communications Research in Asia
 Shrestha, Hari Gopal – Computer Parichaya-I
 ADVERTISEMENT
SUBJECT CODE: AD2301 | CREDITS: 3

TEACHING SCHEDULE (hr/wk) EXAMINATION SCHEDULE

THEORY TUTORIAL PRACTICAL INTERNAL ASSESSMENT FINAL TOTAL

THEORY PRACTICAL THEORY PRACTICAL

3 1 1 20 -- 80 -- 100
1 INTRODUCTION TO ADVERTISEMENT

1. Definition & History of Advertising

2. Institutions & Processes
3. Roles & Refutations

2 ISSUES IN ADVERTISEMENT

1. Laws on Advertising
2. Economic Influences on Media

3 THE BUSINESS OF ADVERTISEMENT

1. Introduction to Advertisement Business

2. Agency Setup
3. Types of Agencies

4 MANAGEMENT IN ADVERTISEMENT

1. The field of Advertising Management

2. Types of Advertising

5 PLANNING & DECISION-MAKING

1. Target Market Selection

2. Segmentation & Positioning

6 SETTING GOALS & OBJECTIVES

1. Integrated Marketing Communications

2. Selection of Media
7 WORKING PROCESS

1. Creative Idea Generation

2. How Advertisement Works
3. Research Results – Case Study

8 STRATEGIES

1. Message Strategy
2. Attention
3. Comprehension

9 SECONDARY INCLUSIONS

1. Advertising & Marketing Research

2. Accounts Planning
3. Evaluation & Testing

SUGGESTED READINGS
 John Wright & John Mertes – Advertising’s Role in Society
 Zeigler & Johnson – Creative Strategy & Tactics in Advertising – Grid Publishing
 Bryant & Zilman – Perception and Media Effects, 1986
 Malhan, P.N. et al – Advertising Today, Yesterday & Tomorrow
 Rai, Lal Deosa & Bhattarai, Binod – Advertising & Public Relations, Nepal Association of
Media Education
 Ares, William F. – Contemporary Advertising
 Larry D. Kelley, Donald W. Jugenheimer – Advertising Media Planning: A Brand
Management Approach, 2003.09
 Russell, J. Thomas & Lane, Ron – Kleppner’s Advertising Procedure
ENGLISH LANGUAGE III
SUBJECT CODE: SEL2303 | CREDITS: 3

TEACHING SCHEDULE (hr/wk) EXAMINATION SCHEDULE

THEORY TUTORIAL PRACTICAL INTERNAL ASSESSMENT FINAL TOTAL

THEORY PRACTICAL THEORY PRACTICAL

4 1 -- 20 -- 80 -- 100
1 CRITICAL & CREATIVE THINKING

1. Introduction to Analytical Thinking

2. The Users of Language
3. Perception Creating and Judgment of Art

2 ENGLISH DRAMA

1. Arms and the Man, George Bernard Shaw

3 LINGUISTICS

1. Pronunciations – Consonants, Vowels and Diphthongs

2. Phonetics
3. Phonemes and Sounds
4. Accents
5. Idiolect, Dialect, Language

4 NOVELLA

1. The Old Man and the Sea, Hemingway

5 MODERN SHORT STORIES

1. The Duchess and the Jeweler, Virginia Woolf

2. Ever Such a Nice Boy, William Plomer
3. On Guard, Evelyn Waugh
4. Man about the House, Fred Urquhart
SUGGESTED READINGS
 Critical and Creative Thinking
 Moody H.L.B. – Literary Appreciations
 G.B. Shaw – Arms and the Man
 Charles F. Hockett – A Course in Modern Linguistics, Oxford and IBH, New Delhi
 The Old Man and the Sea, Hemingway
 Modern English Short Stories – selected by Phyllis M. Jones
 Inthira, S.R. Saraswathi V., Enrich your English – OUP, New Delhi
 Adventures in English – An Interdisclipinary Reader