SYLLABUS UNDER AUTONOMY BACHELOR OF MASS MEDIA SEMESTER IV COURSE :A.BMM.4.

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INTRODUCTION TO PHOTOGRAPHY Objectives: To help student understand the principles and practices of photography To enable students to enjoy photography as a art 1. Basic principles (8)

1. Properties of light electromagnetic spectrum, reflection, transmission, refraction and polarization of light. Different types of light sources and their sources and properties. 2. controlling light, pin hole camera, concave and convex lenses and mirrors, real and virtual image formation : Wide angle, Tele, Normal, Zoom 3. photosensitive material, image formation, latent image development as fixing 2. Camera 1. Mechanism of aperture, shutter, camera body view, transport, lenses 2. Classification of camera and their relative comparison 3. Camera operation, exposure light tables Good and Bad camera habit 3. Photography 1. 2. 3. 4. 5. 6. 7. Various parts of camera Exposure of setting Effect of aperture Effect of shutter speed Using flash light Using of camera accessories – Filter, reflector, cutters Care and maintenance of camera equipment (10) (6) (5)

4. Color photography 1. 2. 3. 4. Introduction to color films Low key, High key pictures Retouching – Photoshop Shooting formats – Raw, tiff and J.pegs

indoor lighting. John Hedgecoe “John Hedgecoe Creative photography – Collins & Brown 3. post-modernism 6.5.John Hedgecoe’s Workbook of Darkroom techniques – Red international books ltd 4. M. Print Production Major landmarks in history and development of print technology Basic print process. silk screen. Beazerly. night. inprinter. offset. indoor portraiture 7. Concepts of composition Movement in art and photography Dadaism. Steve Bavister “ Digital photography” Collin & Brown ltd 2000 5. Light and lighting – “outdoor. John Hedgecoe Basic potography Collin on brown ltd 2000 . color reversal film. Mitchell Beazley “ The art of color photography” octopus publishing group Ltd 2. composition. ISO setting and white balance 5. Color and light – basic principle of color sensitivity temperature. digital print DTP Future trends in print technology Exercise for handling typical jobs (8) (8) Internal assessment: Group project/ Individual project/ Book review/ Class test Case study/ Presentation {Power point / Audio Visual presentation/ Oral presentation} References: 1. Surrealism. special effect printer Print machines and image carriers Letter press. contact projection. color negative film 6.

Hovland Legacy d) Robert Merton’s Middle range Theory e) Joseph Klapper’s Phenoministic Theory 5) Cultural and Critical Theories (6) (6) (8) (6) .SYLLABUS UNDER AUTONOMY BACHELOR OF MASS MEDIA SEMESTER IV COURSE :A.03 Theory of Media Objectives: • To expose students to the well developed body of media theory and analysis • To foster analytical skills that will allow them to view the media critically Syllabus: 1) Introduction to Media Studies a) Definition and three questions of Media b) Four Eras of Media Theory 2) Media Studies as an Interdisciplinary Approach a) Media Studies as a Social Science b) Karl Marx c) Juergen Habermas d) Stuart Hall e) Karl Lazarsfeld f) Michel Foucalt – Power and Authority g) Marshall McLuhan 3) Early Effects Theories (6) a) Mass society Theory b) Propagandistic Theories c) Normative Theories 4) Limited Effects Theories a) Lazarsfeld’d Two step flow Theory b) Carl Hovland’s Attitude Change Theory c) Lazarsfeld.BMM.4.

Philip. Peter Wall. Routledge. Television:Technology and Cultural Form. The Essential Introduction. Denis. • Williams. Introduction to Mass Communication. McQuail Reader in Mass Communication Theory. Routledge • Rayner.a) b) c) d) e) f) Emergence of Critical and Cultural theories Marxism The Frankfurt School Political Economy British Cultural School Raymond Williams’ Technological Determinism (6) 6) Media and Society a) Harold Innis’ Bias of Communication b) Bernard Cohen’s Agenda Setting 7) Introduction to Audience Theory • Types of Audiences • Uses and Gratification • Audience Reception • Dependency Theory • Cultivation Theory • Psychoanalytical Theory (7) Internal Assessment : Group Project/ Individual Project/ Book Review/ Presentation REFERENCES: • McQuail.Hill College. McGraw. • Branston Gill. • McLuhan. The Media Student Book. • Dominick. Stanley. Sage Publications. and Roy Stafford. and Stephen Kruger. Raymond. Marshall -------------------------------------------------------------------------------------------------------- . Joseph R. Routledge • Baran. Dynamics of Mass Communication. As Media Studies. Mcgraw-Hill Higher Education.

The Value Framework – Moving from a ‘Concept’ to an Actionable Framework What does the Value Framework represent / Enunciate Constituents of the Value Framework Co-Creation of Value with Customers The Value Framework can Rescue Marketing 2. The Marketing Environment Value Delivery Rests on Proper Grasp of Environment Strategic Response Possible only with Sound Knowledge on Environment Spotting the Opportunities and threats The tasks involved in Marketing Environment Analysis Components of the Environment to be Analyzed .SYLLABUS UNDER AUTONOMY BACHELOR OF MASS MEDIA SEMESTER IV COURSE :A. Fundamentals of Marketing Marketing – An Introduction What is “Marketing”? What is “Marketed”? The Perspectives on Marketing Already in Vogue The Difference between Selling and Marketing Need for the ‘Value Perspective’. Value – The Basics (10) The Meaning of Value in Marketing The Concept of Customer Value Components of Customer Cost The Customer Decides what value is.BMM. (10) Understanding Marketing as creating.05 INTRODUCTION TO MARKETING AND BRANDING Objectives: To give students and understanding in concepts of Marketing 1. it requires creativity. the Firm’s Job is Deliver it Indian Consumers Now increasingly vote for value Value Delivery is no easy task. innovating ability and customer insights. communicating and delivering value.4.

it is not longer Just India being globalised India’s Consumer Environment Formulating Marketing Strategy The significance of Marketing Strategy Formulating the marketing strategy Marketing Strategy – Varies Approaches Differentiation – oriented strategies Price – oriented strategy Price and Differentiation routes. not mutually exclusive 4. a Masterpiece in Heterogeneity Performance of the Indian Economy Impact of the global slowdown/Financial Crisis on the Indian Economy India’s Marketing Environment Undergoes a Dramatic Change How the world views India India Takes on the Globe. the tool A product can attain different levels-Generic to Potential Main tasks in product management What is a product? What are its components/ Types of Products Product Mix and Product Line Appraisal of Each Product Line and Each Product/Brand in the Line Decisions on Packaging Managing Product Quality Managing the PLC of the product/Brand . II 3.Mega / Macro Environment Environmental Components specific to the Business Concerned Influence of Society upon Businesses I. product attributes. Marketing Environment of India (10) India’s Environment. the purpose. Market Segmentation and Targeting with value orientation What is market Segmentation? Why Segment the market? Markets can be Segmented Using Several Bases Segmentation with value orientation Market Gridding Choosing the Target Market (15) Product Management: The fundamentals Offering Value.

Agatha Christie. (2) .Visual presentation/ Oral Presentation) Reference: Marketing .Internal Assessment: Group Project/ Individual Project/ Book Review/ Class Test/ Ease Study/ Presentation (Power Point/ Audio. Principles of Marketing by Philip Kotler SYLLABUS UNDER AUTONOMY BACHELOR OF MASS MEDIA SEMESTER IV COURSE :A.Godard’s Breathless) (2) 6) A screening of Kurosawa’s film along with a discussion of its impact on Hollywood Cinema and Hindi Cinema.BMM. and Mamakumari S.06 Film Reading & Appreciation Objectives: To acquaint the students with the various styles and schools of cinema throughout the world. Citizen Kane with lecture and clips on evolution of Hollywood Studio system. Sound of Music. (2) 3) Screening and discussion on Early Hollywood Cinema like Gone with the Wind. (2) 2) A screening and discussions on Early Indian Cinema like Dadasaheb Phalke’s films and Prabhat talkies films along with a discussion of early Indian cinema. (6) 4) A discussion of Italian neo-realism.An Introduction by Gary Armstrong and Philip Kotler Marketing Management by RamasamyV. 1) A discussion of early narrative cinema. (2) 7) A discussion on Hollywood classical narrative films like Hitchcock.4. and its impact on the films of Satyajit Ray and Bimal Roy (screening of The Bicycle Thief) (2) 5) A discussion of French New Wave Cinema (Screening of Jean-Luc. and the development of the studio system in India.S.

Namesake. 2 Volume. (5) Reference: 1) Ed. Ang Lee. (2) 10) A discussion of Indian-global cinema like Sallam Bombay. Movies and Methods. (6) 11) Discussion on Award winning Indian Regional film and film maker like Shantaram/ Satyajit Ray/ Adoor Gopalkrishan. Provoked.) (8) 9) Screening and discussion of contemporary Hollywood film makers of 90’s and 2000 like Steven Spielberg.8) A discussion on the Super Star system and the Hindi formula film (selection of films from Rajesh Khanna. Chitra Bani. Amitabh Bacchan to Shahrukh Khan can be screened. A book on film Appreciation 3) Gaston Roberge. The Ways of Film Stuides. Bill Nichols. (6) 12) Screening and discussions on cross-over films and film-makers like Shyam Benegal/ Madhur Bhandarkar. Ajanta Publication . University of California 2) Gaston Roberge.

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