भारत डायनािम स िलिमटेड BHARAT DYNAMICS LIMITED

ग ी बाऊली, हैदराबाद GACHIBOWLI, HYDERABAD

SYLLABUS FOR JR. MANAGER (PUBLIC RELATIONS)

100 Questions from Subject/Discipline

UNIT – 1
INTRODUCTION TO JOURNALISM AND MASS COMMUNICATION

a. Concept of Journalism and mass communication, mass communication in India.

b. History, growth and development of print and electronic media. Major landmarks in print and
electronic media in Indian languages. Media’s role in formulation of states of India.

c. Media criticism and media literacy, Press Council and Press Commissions of India, status of
journalism and media education in India. Media policies of the Government of India since
Independence.

d. Models and theories of mass communication, normative theories, administrative and critical
traditions in communication, media and journalism studies, communication and theories of socio-
cultural, educational and agricultural change. Technological determinism, critique of Marshall
McLuhan’s views on media and communication and Marxist approaches. Information and knowledge
societies.

e. Indian traditions and approaches to communication from the Vedic era to the 21st century. Western
and Eastern philosophical, ethical and aesthetic perceptions of communication - Aristotle and Plato,
Hindu, Buddhist, and Islamic traditions.

f. Media and culture - framework for understanding culture in a globalised world. Globalisation with
respect to politico-economic & socio-cultural developments in India.

UNIT - 2
REPORTING AND EDITING

a. News-concepts, determinants (values), structure and perspectives. Reporting for print, radio,
television and digital media. Types of reporting. National and international news agencies and feature
syndicates, functions and role.

b. Writing for print, electronic and digital news media. Translation and transcreation.

c. Editing and presentation techniques for print, television and digital media.

d. Journalism as profession, reportage of contemporary issues, ethics of reporting.

e. Critique of western news values, effect of new technology on global communication flows.

f. Niche Reporting.
 UNIT - 3
ADVERTISING AND MARKETING COMMUNICATION

a. Definition, concept, functions, types, evolution of advertising, standards and ethics in advertising.
Theories and models of communication in advertising.

b. Brand management.

c. Advertising management - agency-role, structure and function, client-agency relationship, media

planning and budgeting.

d. Advertising and creativity, language and translation.

e. Advertising campaign and marketing.

f. Advertising and marketing research.

UNIT - 4
PUBLIC RELATIONS AND CORPORATE COMMUNICATION

a. Public Relations and Corporate Communication - definition, concept and scope.

b. Structure of PR in State, Public, Private and non-government sectors.

c. Tools and techniques of PR and Corporate Communication.

d. Crisis communication and crisis communication management.

e. Ethics of Public Relations.

f. International Public Relations, communication audit.

 UNIT – 5
MEDIA LAWS AND ETHICS

a. Concept of law and ethics in India and rest of the world.

b. The Constitution of India, historical evolution, relevance.

c. Concept of freedom of speech and expression in Indian Constitution.

d. Defamation, Libel, Slander-IPC 499-502, Sedition IPC 124(A), Contempt of Courts Act 1971,
Official Secrets Act 1923, Press and Registration of Books Act 1867, Working Journalists and other
Newspaper Employees (Conditions of Service) and Miscellaneous Provisions Act 1955, Wage Boards,
Law of Obscenity (Section 292-294 of IPC); the Miller test, the Hicklin test, Indecent Representation of
Women (Prohibition) Act 1986, Scheduled Castes and Tribes (Prevention of Atrocities) Act, 1989,
Parliamentary Privileges. Famous cases involving journalists and news media organisations.

e. Right to Information Act 2005, Copyright Act 1957, Intellectual Property Rights, Cable Television
Network (Regulation) Act 1995, Information Technology Act (relevant) 2000 and cyber laws,
Cinematograph Act 1952, Film Censorship, Press Council Act as amended from time to time, IPR,
ASCI, Drugs and Magic Remedies (Objectionable Advertisements) Act, 1954, Various regulatory
bodies for print, TV, Advertising, PR, and Internet.

f. Rules, regulations and guidelines for the media as recommended by Press Council of India,
Information and Broadcasting ministry and other professional organisations, adversarial role of the
media, human rights and media.

UNIT – 6
MEDIA MANAGEMENT AND PRODUCTION

a. Definition, concept of media management. Grammar of electronic media.

b. Communication design theories and practice.

c. Media production techniques – print and electronic.

d. Digital media production techniques.

e. Economics and commerce of mass media in India.

f. Principles and management in media industry post liberalisation.

 UNIT – 7
ICT AND MEDIA

a. ICT and media - definition, characteristics and role. Effect of computer mediated communication.
Impact of ICT on mass media. Digitisation.

b. Social networking.

c. Economics and commerce of web enabled media.

d. Mobile adaption and new generation telephony by media, ethics and new media.

e. ICT in education and development in India, online media and e-governance.

f. Animation - concepts and techniques.

UNIT - 8
FILM AND VISUAL COMMUNICATION

a. Film and television theory.

b. Film and identity in Indian film studies, leading film directors of India before and after
Independence. Indian cinema in the 21st century.

c. Approaches to analysis of Indian television.

d. Visual Communication. Visual analysis.

e. Basics of film language and aesthetics, the dominant film paradigm, evolution of Indian cinema-
commercial and ‘non-commercial’ genres, the Hindi film song, Indian aesthetics and poetics (the theory
of Rasa and Dhvani).

f. National cinema movements: Soviet Montage cinema, German Expressionistic cinema, Italian Neo-
Realistic cinema, French New Wave cinema, British New Wave cinema, Indian New Wave cinema,
Period cinema. Cinema in the new millennium.
 UNIT - 9
COMMUNICATION RESEARCH

a. Definition, concept, constructs and approaches to communication research process.

b. Research Designs - types, structure, components, classical, experimental and quasi experimental,
variables and hypotheses; types and methods of research; basic, applied, descriptive, analytical,
historical, case study, longitudinal studies.

c. Research in journalism, Public Relations, advertising, cinema, animation and graphics, television,
Internet, social media practices, magazines, children’s media. Communication, journalism and media
research in India.

d. Levels of measurement: sampling-probability and non-probability, tests of validity and reliability,

scaling techniques. Methods and tools of data collection-interviews, surveys, case studies, obtrusive and
non-obtrusive techniques, ethnography, schedule, questionnaire, dairy, and internet based tools, media
specific methods such as exit polls, opinion polls, telephone, SMS surveys and voting with regard to
GEC (general entertainment content).

e. Data analysis, testing, interpretation, application of statistical tests-parametric and non-parametric,

tests of variance-univariate, bivariate and multivariate, tests of significance, computer mediated
research.

f. Ethical considerations in communication, media and journalism research, writing research reports,
plagiarism.