AYYA NADAR JANAKI AMMAL COLLEGE (Autonomous), SIVAKASI

UNDER GRADUATE DEPARTMENT OF VISUAL COMMUNICATION

B.Sc. Degree Course in Visual Communication
PART IV SEMESTER – II NON-MAJOR ELECTIVE – I
20V2M01 MEDIA LITERACY
(For those admitted in June 2020 and later)
Contact hours per week: L – 2 + T -0 Contact hours per semester: L – 30 + T – 0
1 CREDIT
SYLLABUS
COURSE OUTCOMES:

Upon completion of the course, the students will be able to

CO1: choose the idea about the media content

CO2: understand about the audience
CO3: apply the development of media literacy
CO4: examine the cross media
CO5: evaluate of media effects
CO-PO Mapping (Course Articulation Matrix)
CO/PO PO1 PO2 PO3 PO4 PO5 PO6 PO7
CO1 3 9 9 9 9 1 0
CO2 9 3 3 9 9 1 3
CO3 9 9 9 9 9 1 3
CO4 3 9 9 3 9 9 3
CO5 9 9 9 9 9 0 1
Weightage 33 39 39 39 45 12 10
Weighted Percentage of Course
2.65 3.13 3.13 3.13 3.61 0.96 0.80
contribution to POS

UNIT -I
Media Literacy – Definition, Approach, High Degree of Exposure Media Content and
Reality Perspective on Audience Industry Perspective, Children as SpecialAudience*
(L-6 +T-0 Hours)

UNIT -II
Literacy in Action, Media Literacy in Community, Young people, New Media,
Participatory Design, News Media Literacy Strategies in the DigitalAge.
(L-6 +T-0 Hours)

UNIT –III
Three Building Block of Media Literacy - Personal Locus, Knowledge Structures,
Development of Media Literacy, Self Programming of Mental Codes, More control over
Media* (L-6 +T-0 Hours)
UNIT –IV
Information – Processing Tasks, Filtering, Meaning Matching, Meaning Construction
Cross – Media and Cross – Vehicle Promotion* (L-6 +T-0 Hours)

UNIT –V
Broadening Perspective on Media Effects, Effects Process m Media Ownership,
Privacy, Piracy, Violence, Sports* (L-6 +T-0 Hours)

*SELF STUDY

TEXT BOOK
1. Kubey, R. W. (1997). Media literacy in the information age: current perspectives.
New Brunswick, NJ: Transaction.

REFERENCE BOOKS
1. Tyner, K. R. (2010). Media literacy: new agendas in communication. NewYork:
Routledge.
2. Potter, W. J. (2014). Media literacy, LosAngeles: SAGE publications.
3. Michael Hoechsmann, Stuart R. Poyntz, 2012, Media Literacies: A Critical
Introduction, Wiley-Blackwell, UK.