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MahatmaGandhiUniversity
MEGHALAYA
www.mgu.edu.in

SYLLABUSMANUAL

PROFESSIONAL
PROGRAMME

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PROGRAMMECODE314
BachelorofArtsinMassCommunicationAdvertisingandJournalism(BAMCAJ)

SEMSTERI
CODE SUBJECT CREDIT
BAMCAJ11 PrinciplesofcommunicationI 3
BAMCAJ12 History&IndustryofMassCommunication 3
BAMCAJ13 Reporting&Editing 3
BAMCAJ14 CommunicationSkills 3
BAMCAJ15P Reporting&EditingPractical 2
BAMCAJ16P ProjectViva 2
TOTAL 16

SEMESTERII
CODE SUBJECT CREDIT
BAMCAJ21 MassCommunication:ConceptsandProcesses 3
BAMCAJ22 ReportingTechniques&Skills 3
BAMCAJ23 Editing:Concepts&Processes 3
BAMCAJ24 TVJournalism 3
BAMCAJ25P Practical 4
TOTAL 16

SEMESTERIII
CODE SUBJECT CREDIT
BAMCAJ31 BasicsofCamera,LightsandSoundTelevision 3
BAMCAJ32 AdvertisingandPublicRelations 3
BAMCAJ33 PressLawsandMediaEthics 3
BAMCAJ34 EventManagement:Principles&Methods 3
BAMCAJ35 InformationTechnology 2
BAMCAJ36P Practical 2
TOTAL 16

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SEMESTERIV
CODE SUBJECT CREDITS
BAMCAJ41 GlobalComparativeMedia
3
BAMCAJ42 TelevisionProduction:IdeatoScreen
3
BAMCAJ43 ComputerApplicationForJournalism
3
BAMCAJ44 PrintMedia&PhotoJournalism
3
BAMCAJ45P Practical
2
TOTALCREDITS 14

SEMESTERV
CODE SUBJECT CREDITS
BAMCAJ51 Advertising:Concepts&Principles
3
BAMCAJ52 CyberJournalism
3
BAMCAJ53 RadioTechniques
3
BAMCAJ54 Organization&Management
3
BAMCAJ55P Practical
4
TOTALCREDITS 16

SEMESTERVI
CODE SUBJECT CREDITS
BAMCAJ61 WorldMediaScenario
4
BAMCAJ62 GovernmentinformationSystem
4
BAMCAJ63P MediaResearch
4
BAMCAJ64P ProjectReport
4
TOTALCREDITS 16

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DetailedSyllabus
SEMESTERI

BAMCAJ11PrinciplesofCommunicationI

UNITI:Introductiontocommunication
Meaning,need,typesmodels.
UNITII:Historyofcommunication
UNITIII:Tools
Toolsofcommunication
UNITIV:Fundamentalsofcommunication
Features,Importance,Patterns
UNITV:Typesofcommunication
MeaningofFormalcommunication/InformalCommunication,Verbal/WrittenCommunication,
Barriersofcommunication
UNITVI:Essentialsofcommunication
UNITVII:Theoriesofcommunication
Twostepandmultistep,commercial,Playtheory,Perceptionandretentiontheory,IndividualTheory
UNITVIII:Effectiveprinciples
Effectiveprinciplesofcommunication
UNITIX:Processofcommunication
Transmissionofideas,facts&figuresfromonepersontoanother,elementsofcommunication
process(message,sender,encoding,channel,receiver,decoding,acting&feedback)
UNITX:Factorsaffectingprocessofcommunication
UNITXI:Formsofcommunication
Intrapersonalcommunication,interpersonalcommunication,groupcommunication(public,crowd,
smallgroup),masscommunication,nonverbalcommunication,bodylanguage
UNITXII:OralCommunication
Planningandconductinginterviews,selectioninterviews,reprimandinterviews,clinical&
psychologicalinterviews,grievanceinterviews,exitinterviews,preparationwithreferenceto
welcome,introductionandthanks.
ReferenceBooks:
1.PrinciplesofcommunicationbyR.EZiemer
2.PrinciplesofcommunicationbyWilliamTranter

BAMCAJ12HistoryandIndustryofmasscommunication

UNITI:ErasofMassCommunication
UNITII:Introductiontomasscommunication
Meaning,needs,Types
UNITIII:Historyofmasscommunication
StagesinHistoryofAdvertisingGlobalisation
UNITIV:IntroductiontoJournalism
Role,Power&Censorshipinthepress
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MakingofNewspaperNewsReporting,InvestigativeandInterpretiveReporting,SubEditor,
Headlines,FeatureWritingandInterviews
UNITV:PressCodes&Ethics
CodeofEthicsinIndianJournalism,PressCouncilsguidetoJournalisticEthics.
UNITVI:Elements
Elementsofmasscommunication
UNITVII:ThePsychologyandSociologyofMediaAudiences
Introduction,MediaAudiences,theMassAudiencesandtheirNature
UNITVIII:Modelsofmasscommunication
Dependencymodel,Agendasettingmodel,Effectmodel,Modelofgatekeeping.
UNITIX:Theoriesofmasscommunication
Authoritarian,SocialResponsibility,SovietMedia,Democratizationtheory.
UNITX:Issuesincommunication
UNITXI:Differences
Differenceb/wcommunicationandmasscommunication
UNITXII:Massmediaandpublicopinion
ReferenceBooks:
1.HistoryofmasscommunicationbyKevinWilliams
2.HistoryofmediaandcommunicationandcommunicationresearchbyDavidpark

BAMCAJ13ReportingandEditing

UNITI:JournalisticWriting
Meaning,Forms(news,editorial,features).
UNITII:Reporting
Meaning,Types,Tips,Objectivity,Reportwritingforallmedia.
UNITIII:PrinciplesofReporting.
UNITIV:Functions&ResponsibilitiesofReporting.
UNITV:WritingNews
Leads,Typesofleads.
UNITVI:Reporting
Techniques,qualitiesofreporter,news,elements,sourcestypes.
UNITVII:ProblemsinReporting.
UNITVIII:Editing
Meaning,Symbols,Usage,NeedandPrinciples,ProofReading.
UNITIX:Functionsandqualificationsof
Subeditorandchiefsubeditor.
UNITX:Newspapermeaning
Newspapermeaninganditsproductionsteps.
UNITXI:Structureandfunctionsofnewsroom.
UNITXII:Differenceb/wnewspapersandmagazines,pagesofnewspaper
Newspaper,magazines,pages.
ReferenceBooks:
1.InsidereportingbyTimHarrower
2.FundamentalsofjournalismbyR.Thomas

BAMCAJ14CommunicationSkills
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UNITI:Communication
Meaning,ToolsofCommunication.
UNITII:TheoriesofCommunication
HypodermicNeedle,TwoStepandMultiStep,CommercialTheory,PlayTheory,Usesand
GratificationTheory.
UNITIII:ModelsofCommunication
SMRModel,SMRcModel,ShanonandWeaverModel,LaswellModel,OsgoodModel,DanceModel,
SchrammModel,GerbnersModel,NewCombModel,ConvergentModel,GateKeepingModel.
UNITIV:TypesofCommunication.
UNITV:Techniquesofeffectivecommunication.
UNITVI:WrittenCommunication
MeaningofBusinessreport,typesandessentialsofidealreports.
UNITVII:Drafting
Preparationoffirstdraftofthereport,collection,classificationandselectionofinformation,logical
ordering,presentationandreports,writingapplication,personalresumes,businessresumes,
businessletters,memos.
UNITVII:Telephonehandlingmanners
Receivingthecall,problems,intelephoniccommunication,sampletelephonicconversationdialogue
form.
UNITIX:PreparationofMattersofMeetings
Thewritingofnotices,agendaandminutes,organizationandconductofconference,theuseof
chart,linechart,scatterdiagrams,designingmessages,titleofcharts,choosingofsuitablecharts.
UNITX:VerbalCommunication
Universalsofverbalcommunication,Meaningandbarriersinverbalcommunication.
UNITXI:NonVerbalCommunication
NonVerbalbehaviorascommunication,Bodycommunicationandbodymovements,Facial
Communication,Spacecommunicationphysicalenvironment,silence,paralanguage,andtemporal
Communication.
UNITXII:ProcessofCommunicationandBarriersinCommunication.
ReferenceBooks:
1.CommunicationSkillsbyRichardEllis
2.ThehandbookofcommunicationskillsbyOwenHargie

BAMCAJ15PReporting&EditingPractical
Crime,Politics

BAMCAJ16PProjectViva

SEMESTERII

BAMCAJ21MassCommunication:ConceptsandProcesses

UNITI:Introductiontomasscommunication
Meaning,needs,Types.
UNITII:MassCommunication
Characteristics,features,Scope.
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UNITIII:Elements
Elementsofmasscommunication.
UNITIV:Cultureofmasscommunication
UNITV:FunctionsofMassCommunication
ToPersuade,Inform,Educate,andEntertain.
UNITVI:ToolsofMasscommunication
Newspaper.
UNITVII:Modelsofmasscommunication
Dependencymodel,Agendasettingmodel,Effectmodel,Modelofgatekeeping.
UNITVIII:Theoriesofmasscommunication
Authoritarian,SocialResponsibility,SovietMedia,Democratizationtheory.
UNITIX:Differences
Differenceb/wcommunicationandmasscommunication.
UNITX:MassCommunicationasaglobaltool.
UNITXI:JournalismandMassCommunication
Massmediaandmodernsocietyfunctionsmassmediaanddemocracy.
UNITXII:Verbal&NonVerbalCommunication
ReferenceBook:
1.MassCommunicationbyRalphHanson
2.IntroductiontomasscommunicationbyStanleyBaron

BAMCAJ22ReportingTechniquesandSkills

UNITI:Principlesofreporting
Functions,responsibilities.
UNITII:TheBusinessofMassMediaandReporter
UNITIII:WritingNews
Lead,TypesofLeads,BodyTechniquesOfrewriting,Newsagencycopy.
UNITIV:GatheringtheNews
ReportingandReportersTraining&Qualificationtobeareporter,reportingforNewspaper.
UNITV:ReportingTechniques
Qualitiesofareporter,NewsElements,Sources.
UNITVI:Typesofreporting
Objective,Legal,Political,Crime,Economic&Commercial.
UNITVII:Problemsinreporting
Pitfalls,attributionofftherecord,embargo,poolreporting.
UNITVII:Reporting
Crime,courts,CivilAdministration,Civic,culture,politics.
UNITIX:Writingthestory.
UNITX:WritingforMagazines,Newspapers.
UNITXI:PhotoJournalism.
UNITXII:Differences
Reporterandcorrespondent.
ReferenceBooks:
1.InvestigatingreportingbyJohnUlmann
2.InvestigatingreportingbyDavidSpark

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BAMCAJ23EditingConceptsandProcesses

UNITI:Introduction
Meaning,Concepts,Objectives.
UNITII:NatureandNeedforediting
Principles,editorialdesk,functionsofeditorialdesk.
UNITIII:CopyEditing
Preparationofcopyforpress,stylesheet,editingsymbols,proofreadingsymbols.
UNITIV:Functionsofsubeditor
Qualificationsofchiefsubeditor,copyselection,copytesting.
UNITV:BasicEditorialSetupofaDaily
Positionofeditor,ManagingEditor,AssistantEditorandtheirfunctions.
UNITVI:Structureandfunctionsofnewsroom
Dailynewspaper,weekly,periodicals,differentsectionsandfunctions.
UNITVII:EditorialSetUpofaMagazine
UNITVIII:NewsEditor
Roles,Responsibilityandselectionofnews.
UNITIX:EditingDeskVsReporting
ChiefSubEditors,SubEditorsandtheirfunctions.
UNITX:Headlining
Principles,types,techniques.
UNITXI:LanguageSkillsfortheDesk
ModernConventions,Punctuation,SomefactsonSpellings,PrinciplesbehindModification.
UNITXII:WorkingoftheNewsRoom
CoordinationProcess.
Referencebooks
1.SelfeditingbyRenniBrowne
2.TechnicalEditingbyD.Rude

BAMCAJ24TVJournalism

UNITI:TVJournalism
MassCommunication:Meaning&definitions,Characteristics&featuresScopetheconceptofMass
&MassCultureofMassCommunication.
UNITII:MassCommunication
InterfacebetweenIntrapersonal&MassCommunication.
UNITIII:Media
ToPersuade,Inform,Educate,andEntertain;Otherfunctions;Impact&InfluenceofMassMedia.
UNITIV:Theories
Meaningoftheoriesbasedonscientificstudy&analysis;FourmajortheoriesofPress,accordingto
FredSiebert,TheodorePeterson&Wilbur,Schramm.
UNITV:Journalism
JournalismandMassCommunication:Massmediaandmodernsocietyfunctionsmassmediaand
democracy;PrintmediainIndia:onoverview.
UNITVI:PiecetoCamera.
UNITVII:Presentation.
UNITVIII:Interview.
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UNITIX:ProgrammingProduction.
UNITX:Anchoringashow.
UNITXI:PackagingforaChannel.
UNITXII:PackagingStories.
ReferenceBooks:
1.TVGuidebyDr.Stephen
2.PresentingOnTVandradiobyJanet

BAMCAJ25PPractical

UNITI:Presentation
UNITII:Interview
UNITIII:ProgrammingProduction
UNITIV:Anchoringashow

SEMESTERIII

BAMCAJ31Basicsofcamera,LightsandSoundTelevision

UNITI:Camera
Meaning.
UNITII:VideoCamera
Typesofvideocamera.
UNITIII:Shots
Differenttypesofshots.
UNITIV:Cameramovements
Tilt,Track,Cranemovementsetc.
UNITV:Lenses
Differenttypesoflenses.
UNITVI:ApplicationofLenses
UNITVII:Lighting:
Lightsandlighting.
UNITVIII:Basicsoflighting,Techniques.
UNITIX:Differenttypesoflightsusedinvideography.
UNITX:Useoffilters&reflectors
UNITXI:Sound
Whatissound?UNITofsound,Voicing.
UNITXII:Microphones,audiomixers
Typesofmicrophones,useofaudiomixersforrecording&editingofsound
ReferenceBooks:
1.TelevisionproductionhandbookbyHerbertZettl
2.AnintroductiontotelevisionstudiesbyJonathanBignell

BAMCAJ32AdvertisingandPublicRelations

UNITI:IntroductiontoAdvertising
Definition,Origin&development,GrowthofadvertisinginIndia,Scope(Effectson
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Economy/Industry),Facetsofadvertising(Asanactofcommerce,ashiddenpersuader).
UNITII:PurposeofAdvertising
Needforadvertising,Functionsofadvertising,Benefitsofadvertising:ToSeller,Buyer&Media.
UNITIII:TypesofAdvertising
Commercial&Noncommercial,Product&Consumer,Classified&Display;Retail&Wholesale,
Regional,National&Cooperative;Govt.advertising,Comparativeadvertising.
UNITIV:AdvertisingasaCommunicationTool
CommunicationProcess&Advertising,CommunicationPrinciples,Theoriesappliedtoadvertising.
UNITV:AdvertisingasaMarketingTool
ConceptofMarketing&advertising,MarketingMix5P'sinmarketing,Segmentationofconsumer&
positioningofproduct.
UNITVI:AdvertisingTheories
UniqueSellingProposition,BrandImage,RelevancetoIndianAdvertising.
UNITVII:Role&effectsofAdvertising
Negative&PositiveEffects,Advertising&Society,Advertising&Development,Roleofadvertisingin
NationalEconomy,Social/PublicAdvertising.
UNITVII:RoleofPublicRelationsinCorporateImageBuilding
UNITIX:FunctionsofPublicRelations
UNITX:PRasdistinguishedfromMarketing,SalesPromotion&Advertising
UNITXI:PRTechniques
UNITXII:Relationship&DutiesofthePRPractitionerValueofIPRCode&theInternationalCodes
ofConduct
ReferenceBooks:
1.AdvertisingandPublicRelationsbyStanTymorek
2.AdvertisingandpublicrelationsbyFlorenceF.Rowles,RuthHaynesCarpenter,Woman's
OccupationalBureau(Minneapolis,Minn.)

BAMCAJ33PressLawsandMediaEthics

UNITI:Press,Law,Society&Democracy.
UNITII:ConstitutionalSafeguardstoFreedomofPress.
UNITIII:PressCommissions&theirrecommendations.
UNITIV:Press&RegistrationofBooksAct.
UNITV:WorkingJournalistAct.
UNITVI:LawofLibel&Defamation.
UNITVII:ContemptofCourt.
UNITVIII:ParliamentaryPrivileges.
UNITIX:PressCouncilAct.
UNITX:OfficialSecretAct.
UNITXI:RighttoInformation.
UNITXII:Ethics,SelfRegulation&FreedomofExpression.
ReferenceBooks:
1.Media,ethicsandlawsbyJanR.Hakemulder,FayA.C.deJonge,P.P.Singh
2.PressLawsandMediaEthicsbyAnilK.Dixit

BAMCAJ34EventManagement:PrinciplesandMethods

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UNITI:Role&importanceofexhibitions.
UNITII:Objectivesoftheexhibition.
UNITIII:Advantageofexhibitionoverotherdevices.
UNITIV:Importanceofdirectcontact.
UNITV:ChoosingtherightexhibitionWheretoparticipate.
UNITVI:Whyexhibitionssell?Conceptofneutralterritory.
UNITVII:PRforanexhibition.
UNITVIII:RoleofthePressinpromotionofanevent.
UNITIX:Publicityinputsorvisibleaidsforpromotinganevent.
UNITX:Print&Displaymaterial.
UNITXI:TradeFair:Uses&Abuses.
UNITXII:GaugingCostEffectiveness.
ReferenceBooks:
1.Corporateactions:aguidetosecuritieseventmanagementbyMichaelSimmons,Elaine
Dalgleish
2.EventsmanagementbyG.A.J.Bowdin,JohnnyAllen,WilliamO'Toole

BAMCAJ35InformationTechnology

UNITI:Introductiontoinformationtechnology
Information,Characteristicsofinformation,Usesofinformation;FlowofinformationinOrganisation,
Levelsofinformation,CategoriesofInformation;InformationTechnology.
UNITII:Introductoryconceptscomputers
Introductiontocomputers,Importanceofcomputers,Computerapplicationinvariousareasof
business,ComputersinPersonneldepartment,ComputersinFinancedepartment,Computersin
Marketingdepartment,ComputersinProductiondepartment,OfficeAutomation.
UNITIII:ApplicationsofTechnology
GeneralApplicationofcomputersinvariousfields.
UNITIV:Fundamentalsofcomputers
Classificationofcomputers,Basicprinciplesofoperationofdigitalcomputer,InputUNIT,Central
processingUNIT,OutputUNIT,Computersystem,Computervirus.
UNITV:Developmentofcomputersandcomputergenerations
Historyofcomputer,Generationofcomputers,Computernumbersystem.
UNITVI:Dataprocessing
DataProcessingconcepts,DataProcessingcycle,ObjectivesofDataProcessing;StepsofData
Processing,DataProcessingoperations,DataBank,Database;MethodsofDataProcessing,
TransactionProcessing.
UNITVII:Operatingsystem
Functionsofoperatingsystem,Typesofoperatingsystem,DOS(DiskOperatingSystem);UNIX
operatingsystem,Windowsoperatingsystem,Windows98;WindowsNTworkstation.
UNITVIII:Networks
Introductiontonetwork,TypesofNetworks,Localareanetwork(LAN),Wideareanetwork(WAN)
Metropolitanareanetwork(MAN),Topologies.

BAMCAJ36PPractical

UNITI:Lenses
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UNITII:Typesofcamera
UNITIII:P.R.Role
UNITIV:EventManagement
ReferenceBooks:
1.IntroductiontoInformationTechnologybyV.Rajaraman
2.IntroductiontoInformationTechnologybyI.T.L.EducationSolutionsLimited

SEMESTERIV

BAMCAJ41GlobalComparativeMedia

UNITI:Media
Media,typesofmedia.
UNITII:Conceptsofglobalmedia
UNITIII:Globaladvertising:
Globaladvertising,globalagencies.
UNITIV:Globalmedia.
UNITV:Choiceofglobalmedia.
UNITVI:Globalmarketplace
Globalmarketplace,requirementofglobalmarketplace.
UNITVII:Typesofglobalmarkets.
UNITVIIIDoingbusinessabroad.
UNITIX:Globalcampaign
Globalcampaign,globalmarketingenvironment,globalconsumerresearch.
UNITX:Globalmediaenvironment
Globalmediaenvironment,globalelectronicmedia,globalprintmedia,globalnewmedia.
UNITXI:Ethicalandlegalconsiderations
Ethicalandlegalconsiderationsinglobalmediaenvironment,impactoftechnology.
UNITXII:Casestudies
CasestudiesinGlobalmedia.
ReferenceBooks:
1.Globalentertainmentmedia:content,audiences,issuesbyAnneCooperChen
2.ComparativemedialawandethicsbyTimCrook

BAMCAJ42TelevisionProduction:IdeatoScreen

UNITI:Selectionoftheprogrammetopic:
Developingprogrammebriefs(Objectives,Contents,Durationetc).
UNITII:Researchingthetopic.
UNITIII:ProgrammeResources.
UNITIV:Styleandformat.
UNITV:Structuringtheprogramme.
UNITVI:StoryboardandScriptdesigning.
UNITVII:ScriptLayout.
UNITVIII:VideoRecording.
UNITIX:Editing
Whatisediting?Rulesofediting.
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UNITX:Editingsound;Umatic,Beta&VHS.
UNITXI:Typesofediting
Cuttocut,A/Broll,Assemblyandinsertediting.
UNITXII:MediaResearchMethodology:
Writingsupportmaterials,DesigningEvaluationToolsandTechniques,Evaluationandfield
testingofprogramme,PreviewandAnalysisofprogramme.
ReferenceBooks:
1.TelevisionproductionbyKeithKyker,ChristopherCurchy
2.TelevisionProductionbyGeraldMillerson,JimOwens

BAMCAJ43ComputerApplicationforJournalism

UNITI:PageMaker.
UNITII:Interfacing.
UNITIII:Workingwithtext.
UNITIV:PageSetup,Printing,FormattingTechniques.
UNITV:GraphicsandDrawings.
UNITVI:CorelDrawEnvironment.
UNITVII:WorkingwithObjects,Outing.
UNITVIII:ClipartandSymbols.
UNITIX:ControlofObjectOutlinesTextCreationandAlignment.
UNITX:BitmapGraphicsConversionsGraphs.
UNITXI:CORELSHOWCartoons.
UNITXII:Useofcoloursinpublishingconcepts.
ReferenceBooks:
1.TheHandbookofJournalismStudiesbyKarinWahlJorgensen,ThomasHanitzsch
2.ComputerapplicationforjournalismbyRajivSaxena

BAMCAJ44PrintMediaandPhotoJournalism

UNITI:Journalism
Concept,Dimension,Growth
UNITII:Importance,Requirements,Ideals,Nature,ObjectivesofJournalism
UNITIII:Purpose&Functions.
UNITIV:WhatisNews?
Definitions,NatureofNews,QualitiesofNews,NewsValue,Hard&SoftNews;Orientation&
Perspective,Objectivity&Fairness,Newsasaprocess,Verification,specialinterests.
UNITV:WhyisNewsImportant
DifferencebetweenNews&InformationJournalism&CommunicationStoriesofHighInterest
CelebrityJournalism,TrendsinmodernjournalismInfluenceofTVchannelsonseriousnews
reportinginprintmediaSensationalism&Entertainment.
UNITVI:NewsMediaOperations
Hownewsmediafunctions?ThreeModesofDailyJournalism,NationalmediaHowit
Nationalizesthenews?AgendasettingfunctionoftheNationalmedia,Newcategoriesof
News,ApproachesofJournalism,PressOrganizations.
UNITVII:NewsAgencyJournalism:
History,functioning&roleofPTIandUNI,InternationalNewsAgencies,Feature,Syndicates.
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UNITVIIIPhotography
Elementsandprinciplesvisuallanguagemeaningphotographer'sjargon;compositionof
photographysubjectandlight.
UNITIX:Photographicequipment
CamerastypesformatslenstheirtypesandfunctionsfilmtypesandfunctionsAccessories.
UNITX:CameraandPhoto
Shotsfocusshutterspeedselectionofsubjectdifferenttypesofphotographsactionphoto
editingprocedurepicturesfornewspapersandmagazinesdevelopingphotographersmanual
andcomputerisedphotography.
UNITXI:Photographingpeople:
Portraitandstill,wildlife;environment;sports;landscape;industrialdisasters;photographyfor
advertising;conflictswarpoliticalandsocialphotography.
UNITXII:Newsvaluesforpictures
Photoessaysphotofeatures;qualitiesessentialforphotojournalism;picturemagazinescolour
photographyimpactoftechnology,practicals,fieldassignmentsandtheirevaluation.
ReferenceBooks:
1.PhotojournalismbyKennethKobr,BetsyBrill
2.PrintMediaandPhotojournalismbyCharlesNandi

BAMCAJ45PPractical

UNITI:PageMaker
UNITII:RoleofcomputerinJournalism

SEMESTERV

BAMCAJ51Advertising:ConceptsandPrinciples

UNITI:IntroductiontoAdvertising
Definition,Origin&development.
UNITII:GrowthofadvertisinginIndia.
UNITIII:Scope(EffectsonEconomy/Industry)
Facetsofadvertising(Asanactofcommerce,ashiddenpersuader).
UNITIV:PurposeofAdvertising
Needforadvertising.
UNITV:Functionsofadvertising
UNITVI:Benefitsofadvertising:ToSeller,Buyer&Media
UNITVII:TypesofAdvertising
Commercial&Noncommercial,Product&Consumer,Classified&Display,Retail&Wholesale,
Regional,National&Cooperative,Govt.advertising,Comparativeadvertising.
UNITVIIIAdvertisingasaCommunicationTool
CommunicationProcess&Advertising,CommunicationPrinciples,Theoriesappliedtoadvertising.
UNITIX:AdvertisingasaMarketingTool
ConceptofMarketing&advertising,MarketingMix5P'sinmarketing,Segmentationofconsumer&
positioningofproduct.
UNITX:AdvertisingasaPRTool
RelationshipofAdvertising&PublicRelation,Corporate/InstitutionalAdvertising.
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UNITXI:AdvertisingTheories
UniqueSellingProposition,BrandImage,RelevancetoIndianAdvertising.
UNITXII:Role&effectsofAdvertising
Negative&PositiveEffects,Advertising&Society,Advertising&Development,Roleofadvertisingin
NationalEconomy,Social/PublicAdvertising.
ReferenceBooks:
1.PrinciplesOfAdvertisingAndImcbyDuncan
2.Principlesofadvertising:aglobalperspectivebyMonleLee,CarlaJohnson

BAMCAJ52CyberJournalism

UNITI:WhatisCyberSpace?WhatisInformationSuperHighway?
UNITII:InternetandInformationRevolution
UNITIII:FundamentalsofCyberMedia
ComparisonofCyberMediawithPrint,TV,Radiomediums.
UNITIV:Advantages&DisadvantagesofCyberJournalism
UNITV:WritingforWebMedia
BasicrulesDo's&Don'ts
UNITVI:WritingNewsstories
UNITVII:Features&ArticlesontheWeb,
InterviewingontheWeb
UNITVIIIPrint&ElectronicMedianetworksaregoingontheNet.
UNITIX:ImpactofWebJournalism,RecentTrends.
UNITX:Presentation&LayoutofWebNewspapers&MagazinesAdvertisingontheWeb.
UNITXI:CirculationofWebNewspapersFutureofWebJournalism.
UNITXII:AnalysisofimportantIndianNewsbasedWebsites
TrendsinCyberReporting&Editing,ImpactofglobalizationonWebJournalism,CyberLaws,Concept
ofegovernance.
ReferenceBooks:
1.EssentialsOfPracticalJournalismbyVirBalaAggarwal
2.JournalismAndMassCommunicationbyHenaNaqvi

BAMCAJ53RadioTechniques

UNITI:RadioStation
MakingofaRadioStation.
UNITII:FMRadio.
UNITIII:ProcessofSettingUpandOperatinganFMRadioStationinIndia.
UNITIV:Useandmixingofsound
AudioEffects,MusicVoiceModulationsRadioJournalism.
UNITV:Microphones
UNITVI:Accounstics
UNITVII:Documentaries
FeatureDocumentaries,Plays,DialogueWriting,Newsreel,Discussions,Interviews,Newswriting,
Commercials/Jingles.
UNITVIII:VoiceModulations
UNITIX:RadioJournalism
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UNITX:Elements
KeyelementsofRadioWriting.
UNITXI:TraditionalMedia
TraditionalMedia,Meaning&Role,DifferencebetweenTraditional&ElectronicMedia.
UNITXII:Structureofradio
StructureofAllIndiaRadio&DoorDarshan.
Referencebooks:
1.CreatingpowerfulradiobyValerieGeller
2.TheRadioStationbyMichell

BAMCAJ54OrganizationandManagement

UNITI:Mediaorganization:
Meaning,Nature,FormsofMediaOrganization.
UNITII:StructureandFunctionsofMediaOrganization.
UNITIII:RoleandImportanceofMediaOrganizations.
UNITIV:Management:
Definition,NatureandManagementFunctions;PlanningDefinition,ProcessandImportance.
UNITV:TheEvolutionofManagementTheory
ScientificManagementTheory,AdministrativeManagementTheory,BehavioralManagement
theory,ManagementScienceTheory,OrganizationalEnvironmentTheory.
UNITVI:OrganizationalStructureandDesign
Responsibility,AuthorityandAccountability,SpanofControl,CentralizationandDecentralization.
UNITVII:HumanResourcePlanning&Process
Recruitment,Selection,Orientation,TrainingandCareerDevelopment.
UNITVIIIFoundationsofBehavior
Attitudes,Personality,andLearning.
UNITIX:Leadership
Importanceandmajortypes,ContemporaryIssuesinLeadershipempowerment,gender
leadership,leadershipstyleacrossandculture;Motivatingemployees.
UNITX:ControlToolsandTechniques
Financial,OperationalandBehavioralControls
UNITXI:EstablishingaMediaOrganization
Stepsinvolved,Process,ImportanceofEntrepreneurshipandSourcesofFinance.
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UNITXII:GroupsandTeams
Groups,TeamsandOrganizationalEffectiveness,TypesofGroupsandTeams,GroupDynamics,
ManagingGroupsandTeamsforHighPerformance
Referencebooks:
1StephenP.Robbins&MaryCoulter,Management,PrenticeHallofIndia
2AnnaBhattacharyajee,TheIndianPressProfessiontoIndustry.

BAMCAJ55PPractical

UNITI:VoiceModulations.
UNITII:RadioJournalism.
UNITIII:Advertising.
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UNITIV:WebNewspapersFutureofWebJournalism.

SEMESTERVI

BAMCAJ61WorldMediaScenario

UNITI:WorldMediascenariosincetheWorldWarII
TheColdWarDays,EmergenceoftheThirdWorldCountries,TheNonAlignedblockandits
relevance.
UNITII:ColonizationofCommunication
10%populationdominating90%ofglobalnewsagencies,thenewssyndicatesandmammothTV
network.Why?
UNITIII:IntegrationbetweenInformationandArmament
Closeencountersbetweeninformation&armament,media&military.
UNITIV:Useofmediabypowerblocks,superpowers
UNITV:Demandforanewinformationorderbydevelopingcountries
UNITVI:Bilateral,multilateral&regionalinformationcorporation
UNITVII:NonAlignednewspool.
UNITVIII:StruggleforNewsbetweendeveloping&developedcountries.
UNITIX:TheGandhianApproach.
UNITX:Barrierstotheflowofnews.
UNITXI:RoleofInternationalorganizationsUNresolutionsonMediarelatedissues.
UNITXII:GlobalChallengesintheNewInformationAge.
UNITXIII:NewWorldInformationandCommunicationOrder
DominationoftheTransnationalNewsAgencies,BarriersToTheFlowofNews.
UNITXIVStruggleforNewsbetweenDevelopedandDevelopingCountries.
UNITXVEraofInformationCooperation
RoleofInternationalOrganizationsUNResolutionsonMediaRelatedIssues;InternationalPractices
OnVisualCoverage;RegulationsinMediaExchange
UNITXVIContemporaryTrendsinWorldMedia
TheMediaApproachfromEminentPersonalities;InternationalMergers/MediaMoguls;Boundaries
ofMedia;GlobalChallengesInTheNewInformationAge.
Referencebooks:
1.ComparingMediafromAroundtheWorldbyMckenzie.
2.Mediaandsociety:challengesandopportUNITiesbyVirBalaAggarwal

BAMCAJ62GovernmentInformationSystem

UNITI:PublicitySystemtheneedforGovernmentpublicity.
UNITII:BasicprinciplesofGovernmentpublicity.
UNITIII:Governmentpublicityguidelines.
UNITIV:OperationofGovernmentpublicity.
UNITV:Maintainingpressrelationsthroughpressconferences,pressreleases,presstours.
UNITVI:Supportingservicelikebackground,research,referencesandphotocoverageGovernment
informationsystem.
UNITVII:HandlingGovernmentandotherinformationsources.
UNITVIIIInformationneedsforajournalistinsocial,developmental,nationalandinternational
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areas.
UNITIX:ThepressinformationofficersinMinistryandGovernmentDepartments.
UNITX:ThePressInformationBureau.
UNITXI:TheUN,UNESCOandWorldbankofficersassourceofinformation.
UNITXII:TheCII,FICCI,asinformationsourcesforbusiness,industry.
UNITXIII:TheBombayStockExchangeDirectoryandtheRegistrarofCompaniesassourcesfor
profile
UNITXIV:ThepressinformationofficersinMinistryandGovernmentDepartments.
UNITXV:Publicvs.PrivateInformationSystems
UNITXVI:EGovernment:Concepts,Issues,andChallenges
ReferenceBooks:
1.ManagementInformationSystemsbyJoseph,Joseph/mohapatra
2.Let'sReview:U.S.HistoryandGovernmentbyJohnMcGeehan,MorrisGall

BAMCAJ63PMediaResearch

UNITI:Writingsupportmaterials,DesigningEvaluationToolsandTechniques,
UNITII:Evaluationandfield
Testingofprogramme
UNITIII:Previewandanalysisofprogramme
Research:Basicconceptsandmethods
UNITIV:Concepts
Meaningofresearch,Processofresearch,Researchproblem,Researchdesign,Sampling,Hypothesis.
UNITMethods
Processresearch,Anthropologicalresearch,Historicalresearch,Experimentalresearch,andother
types.
UNITVI:FormativeResearch
Needassessment.
UNITVII:Developmentofaudienceprofile.
UNITVIIIAvailabilityofaudiencesegment.
UNITIX:Accessofthemedia.
UNITX:Resourcemapping.
UNITXI:Productionresearch
Printproduction,Radioprogrammeproduction,TVprogrammeproduction.
UNITXII:Analyzingmovingimages.
UNITXIII:Feedbackandsummativeresearch
Impactofstatedobjectivesandunintendedoutcomes.
UNITXIV:Ethicsinresearch.
UNITXV:WaysofAppreciation
Description,Interpretation.
UNITXVI:ThinkingMethods
ParadigmShifts,ThinkingMethods.
ReferenceBooks:
1.MediaresearchtechniquesbyArthurAsaBerger
2.InternationalmediaresearchbyJohnCorner,PhilipSchlesinger,RogerSilverstone

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BAMCAJ64PProjectReport
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