JOURNALISM AND MASS COMMUNICATION HONOURS SYLLABUS

Paper Code
Semester Papers Credits Marks
Introduction to Mass
I JMC-UG-E101 4 100
Communication
II JMC-UG-E201 Writing for Media-I 4 100
Basics of Radio and TV
III JMC-UG-E301 4 100
Production
JMC-UG-C401 Development of Media in India 4 100
IV
JMC-UG-C402 Writing for Media-II 4 100
JMC-UG-C501 Advertising and Public Relations 4 100
V Traditional Folk Media and
JMC-UG-C502 4 100
Alternative Media
JMC-UG-C601 Media Management 4 100
VI Media Entrepreneurship in
JMC-UG-C602 4 100
Northeast India

JMC-UG-E101: Introduction to Mass Communication

Unit I: Communication: Concepts and Process

Nature and process of human communication, functions of communication, verbal
and non- verbal communication, intra-personal, inter-personal, small group,
public and mass communication.
Nature a n d process of mass communication, media o f mass communication,
characteristics and typology of audiences.
Social Functions of Mass Communication, Scope of Mass Communication.

Unit II: Communication Theories

Authoritarian; Libertarian; Socialistic; social-responsibility; Normative theories;
Development media theory; Democratic participation media theory.

Unit III: Communication Models

Lasswell, Shannon and Weaver, Osgood, Dance, Schramm, Gerbner, Newcomb, Wesley
and Maclean model

Unit IV: Media and the Public Sphere

Habermasian concept of Public Sphere and the role of mass media
Agenda setting
Marshal McLuhan and Technological determinism
Cultivation analysis
Media institution, Audience and representation

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Suggested Readings:
McQuail, D., McQuail’s Mass Communication Theory, Vistar Publications New Delhi, 2009
Baran, J.S. and Dennis K. Davis, Mass Communication Theory: Foundations, Ferment, and
Future, Thomson Wadsworth, Noida, 2007
Becker, S. L., Discovering Mass Communications, Scott, Foresman, Glenview, 1987
Berger, A. A., Essentials of Mass Communication, Sage, New Delhi, 1995
McLuhan, M., Understanding Media, Mentor, London, 1980
Wright, C. R., Mass Communication and Sociological perspectives, Random House, New York,
1986
Kumar, K. J., Mass communication in India, 1995
Fiske, J., An introduction to Communication, Routledge, 1990

JMC-UG-E201: Writing for Mass Media-I

Unit I: Fundamentals of Communication-I

Writing as an essential communication skill.
Vocabulary, usages, grammar, spellings, punctuation and syntax
Sentence construction and structure: Clarity, emphasis, rhythm and length

Unit II: Fundamentals of Communication-II

Paragraph writing.
The Process of Writing- Composition, Comprehension, Precise writing

Unit III: Writing for Print

Basics of writing a news report: Structuring a news report- 5 W’s and H, Intro/ Lead, Inverted
Pyramid and other news structures, Dateline.
Feature writing, book reviews.
Opinion and editorial writing

Unit IV: Writing for the Web

Basics of writing for online media- structure and content
Writing stories for internet, editing and rewriting

Note: This course will have extensive practical sessions. These sessions should aim at giving
students a hands-on experience of writing for different platforms.

Suggested Readings:
D.R. Williamson, Feature Writing for Newspaper
Introduction to Online Journalism: Publishing News and Information by Ronald De Walk.
J. J. Astor, Art of Modern Journalism
Journalism in the 21st Century: Online Information, Electronic Databases and the News by Tom
Koth (Adamantine Press Ltd.)
K. M. Srivastava, News Reporting & Editing
M. V. Charnley, Reporting
M.V. Kamath, Professional Journalism

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Mike Ward, Journalism Online
R.P. Neison, Articles and Features
Robert Cunning, The Technique of Clear Writing
S. Banerjee, Reporting Manual
Sol Robinson, Guideline for News Reporters
Valladare, The craft of Copy Writing
Vir Bala Aggarwal, Essentials of Practical Journalism

JMC-UG-E301: Basics of Radio and Television Production

Unit I: Television Production Process

Camera Operation and Control, Video Quality; Color-Composition, Graphics, Sets-Lighting for
Video-Video Recording, Producing and Directing-News and Documentaries; Publicity-Dubbing-
Playback-re-recording-cinematography; Legal and Ethical Issues; Audio for Film and Video;
Shots and Framing- Camera Angles-The Rules of Framing-Camera Movement
Shooting Interviews: Introduction-Interview Structure-Framing-Composition-Interview Sound;
Interview Lighting-Editing Interviews-Interviewing Tips
Different genres: Short films, music videos, Public Service Announcements (PSA)
Video Editing: Editing Guidelines- Grammar of visual editing Non-Linear Editing-Making Use
of Time Code, On-Line and Off-Line Editing

Unit II: Radio Production Process

Characteristics of radio as a means of mass communication
Making pictures in the minds with spoken words, music and sound effects
Main elements of radio production
Producing different radio formats: Announcements and talks, radio discussions, interviewing,
radio magazines, documentaries, plays, running commentaries

Unit III: Elements of sound

Frequency and wave length
Journey of sound
Analog and digital sound
The voice behind the mike: elements of speech, pitch, timbre, tone, liveliness, modulation, tempo
and volume

Unit IV: Understanding Sound

Sound waves, frequency
Types of microphone
Audio equipments, sound recording, editing and mixing

Suggested Readings:
D.E. Reese and Lynne S. Gross, Radio Production Work text: Studio & Equipment.
Gerald Millerson, Television Production, Focal Press
Herbert Zettl, Television Production Handbook, Wadsworth
J.E. Fletcher, Handbook of radio and Television Broadcasting

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Robert McLeish, Techniques of Radio Production.
Stuart W Hyde, Television and Radio Announcing

JMC-UG-C401: Development of Media in India

Unit I: The Indian Press

Origin of Press in India
Growth of English Newspaper and its contribution to India’s Independence
Vernacular Press Act
Role of Press after Independence
Popularity of English Newspaper in India
Language Press Scenario in India
Leading Dailies: The Hindu, Amrita Bazar Patrika, Hindustan Times, The Indian Express, The
Tribune, The Times of India.

Unit II: Radio

Origin of Radio in India
Development of AIR during First Three Five Year Plans
Various Types of Radio, AIR services: National, Regional, External Services
Role of radio in a developing country
Broadcasting Code
Present Status of AIR, FM broadcasting and Community Radio.

Unit III: Television

Development of Television in India
Public service broadcasting
Commercial TV
Broadcasting policy and regulation

Unit IV: Cinema

Origin and Development of Films in India
Cinema and Society
Effects of Cinema

Suggested Readings:
B.D. Garga, So Many Cinemas - The Motion Picture in India, Bombay, Eminence Design Pvt.
Ltd, 1996.
Erik Barnouw and S. Krishnaswamy: Indian Films, New Delhi, Oxford, 1986
H.R. Luthra, Indian Broadcasting
M. Chalapathi Rau, The Press
Nadig Krishnamurthu, India Journalism
P.C. Chatterjee: Broadcasting in India, New Delhi
Rangaswamy, Parthasaratihi, History of Press In India
S. Natarajan, A History of the Press in India

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 JMC-UG-C402: Writing for Media –II

Unit I: Writing for Radio

Thinking audio: writing for the ears, the language, use of words structure of sentences and
phonetics.
Writing for radio features and documentaries: Structure and writing with special effects sound
bytes.
Writing for Radio news copy: Basics of writing for radio news, the style and the content, writing
for dispatches.

Unit II: Writing for Television

Writing to visuals: Reference writing, story board and visualization
Writing TV production scripts: features, Soap operas, documentaries and commercials
Writing for TV News: Structure of TV news, structure of TV report, PTC, bytes and writing for
other visual inputs

Unit III: Writing for media with responsibility

Media ethics: Print media and Press council guide lines, broadcast code and ethics, false light
and distortion of sound and visuals.
Principles of Journalism and responsibilities of a Journalist
Responsibilities of an Editor, broadcaster, and TV Produceer.
Ombudsman

Unit IV: Characteristics of social media writing

Broadcasting
Interaction
Engagement

Suggested Readings:
D.D Basu, Press Laws
Robert McLeish, Techniques of Radio Production.
White (Ted). Broadcast News Writing and Reporting

JMC-UG-C501: Advertising and Public Relations

Unit I: Advertising - Concept, Principles and Functions

Advertising: Concepts and Functions, Evolution and Classifications.
Major Theories of Advertising and Consumer Behaviour.
Principles and Concepts in Advertising Management. Advertising Research & Multi Media
Campaign: Process and Planning. Brand Management: Concept & Process
Ad Agency: Concept, Types, Structure & Functions,
Advertisement Budget, Creativity in Ad: Print, Radio & Television.
Impact of advertisement on society

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Unit II: PR-Concepts, Principles and Trends
Public Relations: Principles, Concepts & History,
Emerging Trends in Public Relation
Corporate Communication

Unit III: PR Management

Integrated Marketing Communication,
PR Tools, PR Writing Tactics, PR Campaigns & Research.

Unit IV: Case study

Case Studies of successful PR exercise/ campaign
Case Studies of Advertising

Readings List
1. B. N. Ahuja, Public Relations
2. Baldeo Sahai, Public Relations: A Scientific Approach
3. C. H. Sandage, Advertising: Theory and Practice
4. D. S. Mehta, Handbook of PR in India
5. Datta, Sarojit. Advertising Today- In the Indian Context
6. Eric McGregor, Teach Your Advertising
7. Frank Jefkins, Advertising Made Simple
8. H. W. Hepner, Effective Advertising
9. H. W. Hepner, Modern Advertising
10. J. Jethwaney, Public Relations
11. J. M. Kaul, Public Relations in India

JMC-UG-C502: Traditional Folk Media and Alternative Media

Unit I: Traditional Folk Media (TFM) - Concept and Forms

Traditional Folk Media – meaning, characteristics, its difference from Mass Media
Different forms of Folk Media: Tamasha, Pawada, Keertana, Yakshagana, Nautanki, Jatra,
Bhavai, Ramlila and Raslila, Puppetry: forms in different states- Orissa, Karnataka, Tamil Nadu,
Rajasthan and West Bengal.

Unit II: Folk media in Northeast India

Folk media in Northeast India - eight sister states

Unit III: Traditional Folk Media and Social Development

Role of TFM in social change; challenges and threats to folk media,
Strengthening folk media- means and ways, Scope of using TFM in Sikkim.

Unit IV: Alternative Media

Neighborhood newspapers, wall newspapers, graffiti, bulletin boards
Social Media and citizen journalism: role of blogging in alternative journalism
Social messaging and journalism

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Mobile telephony radio

Note: Students would be given assignments to conceptualize ideas for public awareness
campaigns on social issues and perform street theatres or any appropriate TFM. The credit for
the same is 1.

Suggested Readings:
Approvoo, J. Theophilus, Folklore for Change, Theological Seminary, Madurai, 1986
Atton, Chris (2002) Alternative Media; Sage, London
Chantler, Paul & Stewart, Peter (2007) Community Radio- Basic Radio Journalism; Focal Press,
Oxford
Gargi, Balwant: Folk Theatre in India, Rupa and Co., Bombay, 1991.
Lee, Eric, How Internet Radio Can Change the World
Malik, Madhu, Traditional Forms of Communication and the Mass Media in India
Mukhopadhayay Durgadas, Lesser Known Forms of Performing Arts in India, Sterling, New
Delhi, 1978
Parmar, S., Folk Music and Mass Media, Communication Publications, 1977
Parmar, S., Traditional Folk Media in India, Geka Books, New Delhi, 1975
Raganath, H.K., Not a Thing of the Past: Functional and Cultural Status of Traditional Media in
India, UNESCO, Paris.

JMC-UG-C601: Media Management

Unit I: Principles of media m a n a g e m e n t and t h e i r significance

Principles of Management and their application to media,
Media as an industry a n d a profession.
Ownership patterns of mass-media in India: sole proprietorship, partnership, private
limited companies, public limited companies, trusts, co-operatives, religious
institutions ( societies) and franchisees (chains). Policy formulation – planning a n d control;
problems,

Unit II: Structure and hierarchy

Hierarchy, functions and organisational structure of different departments –
general management, finance, circulation (sales promotion – including pricing and price
– war aspect); advertising (marketing), personnel management, production and
reference sections;
Apex bodies: DAVP, INS and NRS/ABC, TRP.

Unit III: Functions

Changing roles of editorial staff and other m e d i a p e r s o n s . Editorial – Response
system.

Unit IV: Economics of Print and Electronic Media Management

Business, legal and financial aspects of media management.
Budgeting and finance, capital c o s t s , production costs, commercial polity,

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advertising and sales strategy, competition and survival, evolving a strategy and plan
of action,
W o r k i n g J o u r n a l i s t a n d n o n - w o r k i n g j o u r n a l i s t A c t and PR for building and
sustaining business and audience. Foreign equity in Indian media (including print
media) and Press Commissions on Indian newspaper management structure.

Suggested Readings:
Philip Kotler, Marketing Management
Herrick, Dennis.H , Media Management in the age of Giants,
Vanita Kohli, The Indian Media Business
Gillian Doyle, Understanding Media Economics
Gukab Kothari, Newspaper Management in India

JMC-UG-C602: Media Entrepreneurship in North East India

Unit I: Media Scenario in Northeast India

Print media: local newspapers, magazines, newsletters, brochures and pamphlets
Broadcast media: FM stations, Community radio, radio on mobile, radio- online
Television: Satellite, local cable networks, production houses,
Recording studios
Film making

Unit II: Business models

Marketing
Cost-installation
Advertising
Financial resources/ resource mobilization:

Unit III: Special Nature of Northeast

Challenges and possibilities, support systems

Unit IV: Factors affecting entrepreneurial development

The role of entrepreneurship in society

Suggested Readings:
Bright P S, How to be an entrepreneur.
D.D Mali, Entrepreneurial scenario in North east.
Philip Kotler, Marketing Management.
Vasant Desai, Small Scale Industries and Entrepreneurship.