Placed at the meeting of

Academic Council
held on 26.03.2018
APPENDIX - BS
MADURAI KAMARAJ UNIVERSITY
(University with Potential for Excellence)

B.Sc. Visual Communication (Semester)

Revised Syllabus
(With effect from the Academic year 2018-2019 onwards)
SCHEME OF EXAMINATION AND REGULATIONS

1. INTRODUCTION OF THE PROGRAMME

Visual Communication is a discipline that covers a wide range of subjects such as
Photography, Advertising, Cinematography, Graphics and Animation, This cross-
fertilization in the visual communication discipline provides a sound theoretical base and
insights that can work effectively to address rapidly changing global and local milieu.

2. ELIGIBILITY FOR ADMISSION

A candidate for admission to B.Sc., Visual Communication shall be required to have
passed the Higher Secondary Examination or 10 + 2 or an Examination accepted as
equivalent there to by the Madurai Kamaraj University with a minimum of 35% of marks in
Aggregate.
AGE LIMIT: The maximum age limit to admit a candidate in B.Sc., Visual
Communication is 25 years and for SC/ST students 3 years of relaxation can be given.
2.1. Duration of the Programme: Three Years
2.2. Medium of Instruction of the Programme: English

3. OBJECTIVES OF THE PROGRAMME:

The main objectives of the programme are:
 To develop comprehensive and critical awareness of diverse communication and
media environments.
 To introduce to the students about the various genres and branches in the visual
media so as to enable them to locate the ultimate possibilities to creatively engage
the visual media.
 To train students towards better understanding of Media by sharpening their
creativity.
 To impart technique of emphasizing alternative perspectives and aesthetic
presentation of local realities using global media strategies.

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4. OUTCOME OF THE PROGRAMME
This programme will enhance the students‘ creative and visual thinking. It will also
nurture new ideas in Television Production and Film Industry and other media. It helps
to inculcate the social responsibility among the future media professionals.

5. CORE SUBJECT PAPERS:

01 Introduction to Visual Communication

02 Basic Videography
03 Basic Audiography
04 Television Production (Theory)
05 Television Production (Practical)
06 Advertising
07 Advertising Production
08 Visual Analysis Tools
09 Media Budgeting and Marketing
10 Media Management

6. SUBJECT ELECTIVE PAPERS:

01 Drawing and Visual Art
02 Basic Photography(Theory)
03 Basic Drawing and Designing(Practical)
04 Radio Production
05 Graphic Design(Practical)
06 Layout and Designing
07 Photography(Practical)
08 Film Appreciation(Theory)
09 Writing for Electronic Media(Practical)
10 Audio/Video Editing
11 Corporate Communication(Theory)
12 Traditional Media (Practical)
13 Art Direction(Practical)
14 Media Laws and Ethics (Theory)
15 Script to Screen ( Practical)
16 Climate Change Communication
17 Development Communication
18 Writing for Media

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7. NON – MAJOR ELECTIVE PAPERS:

01 New Media Literacy

02 Media Presentation Skills

8. UNITIZATION:
Each Subject is segregated into five units with each unit consisting of equal
distribution of major concepts.

9. PATTERN OF SEMESTER EXAM:

Examination will be conducted at the end of each semester. Each Semester has two
patterns of examination namely Internal ( 25 marks) and external (75marks).
10. SCHEME FOR INTERNAL ASSESSMENT:
The Internal assessment will be as follows:
Test = 10Marks ( Average of the best two
tests)
Assignment = 5 marks
Seminar / Group Discussion = 5 marks
Peer- team – teaching = 5 marks
Total = 25 marks

11. EXTERNAL EXAM:

External Examination will be conducted as semester exams as per University norms
with common question paper for all affiliated colleges.

12. QUESTION PAPER PATTERN:

The existing pattern of Question paper will be as follows:

Time: 3 hrs Max. Marks: 75

Section A: ( 10 X1 = 10 marks)
Question No. 1 to 10 (Multiple Choice)
1) Two Questions from each unit.
2) Four Choices in each question
3) No ―None of These‘ Choice should be given.

Section B: ( 5 x 7 = 35 marks)
Answer all the questions choosing either (a) or (b)
Answers not exceeding two pages
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(One question from each unit) 11 (a) or 11 (b)
12 (a) or 12 (b)
13 (a) or 13 (b)
14 (a) or 14 (b)
15 (a) or 15 (b)

Section C: ( 3x10=30 marks)

Answer not exceeding four pages
Answer any three out of five ( one question from each unit)
Question 16 – 20

13. SCHEME OF EVALUATION:

External Evaluation is done at the University level by Central Evaluation
Procedure.
14. PASSING MINIMUM:
Passing Minimum for the UG Course is 35% of marks in Internal and
External Separately.

15. MODEL QUESTION PAPER:

MODEL QUESTION PAPER

ADVERTISING
SECTION A
I. Answer the Following 10x1=10 Marks
1. Advertising is a form of....... intended to persuade an audience to purchase a product or
services
a. Communication
b. Sales
c. Market planning
d. Revenue planning

2. Online advertising uses

a. Internet
b. World wide web
c. Both 1 and 2
d. Radio

3. A catchphrase that evokes some kind of feeling about the company and the product
a. Slogan
b. Signature Tune
c. Logo
d. None of the above

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4. Advertising that presents information about a business‘s contributions to the community
rather than about the business‘s products is called ____________________ advertising.
a. Promotional
b. Product
c. Institutional
d.Billboards

5. An ad copy uses humor to charm the prospects and create a lasting impression
a.Narrative Ad Copy
b. Suggestive Ad Copy
c. Comic Ad Copy
d. Straight selling copy

6. Which type of ad agency is built into the product manufacturer's corporate structure?
a. Full service agency
b.In-house agency
c. Boutique agency
d. All of these

7. A magazine falls under the following category

a. Convenience Product
b. Speciality Product
c. Unsought Product
d. Shopping Product.

8. A brand can be created by developing a distinctive:

a. Name
b. Packaging
c. Design
d. All of the above

9. What type of market consists of a defined group most likely to buy a company's products
or services?
a. Focus group.
b. Target market.
c. Objective market.
d. Concentration zone.

10. The part of the media plan that notes when and where ads will appear is the:
a. marketing analysis
b. advertising analysis
c. media strategy
d. media schedule

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 SECTION B
II. Answer the Following 5x7=35 Marks
11. a.Illustrate and explain the different stages of Layout.
(or)
b.Write a short note on Advertising and the Standard of Living.

12. a. Depict the various stages of Product life cycle and explain.
(or)
b. Explain the concept of Brand Image.

13. a. What are the different types of Advertising Agency.

(or)
b. Discuss on the portrayal of Women in Advertisements.

14. a. Write a note on the various qualities of PRO.

(or)
b. ―Photography is vitally important to the presentation of a story in PR‖-Discuss.

15. a. Deliberate the various common PR Tools.

(or)
b. Critically analyse the Public Relations in Public Sector.

SECTION C

III. Answer any three of the Following 3x10=30 Marks

16. Explain the various elements of Advertising and create an ad for your own company.
17. Write in detail about appeals and the various types of appeals used in Advertising.
18. Discuss about the organisational structure of an Advertising Agency in detail.
19. Elaborate about the various steps involved in conducting a PR Campaign.
20. How does PR differ from publicity, propaganda and public opinion.
16. TEACHING METHODOLOGY:
To enhance the quality of students through creative and effective teaching the
following teaching methodologies by classroom teaching methods, Practical training, Power
Point Presentation classes, Guest lectures, Demonstrations, Industrial Visits and Internship.

17. TEXT BOOKS:

The text books are mentioned below each individual paper.
18. REFERENCE BOOKS:
The reference books are mentioned below each individual paper.
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19. RETOTALLING AND REVALUATION PROVISION:
Revaluation and re totaling shall be pursued by submission of respective application
forms duly filled and authorised by the head of the Institution as per University norms. The
applications must reach the University within the stipulated time frame as set by University.

20. TRANSITORY PROVISION:

The revision of syllabus shall be done once in three years for better enhancement and
updations.
21. SUBJECT AND PAPER RELATED WEBSITE:
The websites are mentioned below the reference books column for every subject.
1. https://www.finearttips.com
2. https://www.thoughtco.com
3. https://www.youtube.com/watch?v=WXdAX0No2hM
4. Instagram.com
5. https://www.youtube.com/watch?v=6_B8pVoANyY
6. https://www.creativebloq.com/photography/websites-10121096
7. https://digital-photography-school.com/
8. http://mediafolk.org/
9. http://www.mastermummers.org/
10. http://folkheritage.org/
11. www.edudemic.com
12. www.mediasmarts.ca/ digital media literacy
13. https://www.youtube.com/watch?v=w8BzeZEGEYY
14. https://www.youtube.com/watch?v=x-gfkXu8OpI
15. https://www.youtube.com/watch?v=Qj3QIQXYyik
16. www.m.hearit.org
17. www.crc.losrios.edu
18. www.bbc.co.uk
19. www.howdesign.com
20. www.websitebuilderexpert.com
21. www.creativeblog.com/web-designs/steps
22. www.project-website-layout
23. www.practical photography.com
24. https://archive.india.gov.in/knowindia/cinema.php?pg=2
25. https://www.oscar.com/
26. https://www.youtube.com/watch?v=Jky6k8FsBr4
27. https://www.lib.berkeley.edu/MRC/filmstudies/filmreviewsintro.html
28. https://www.youtube.com/watch?v=2vIUgEJ81gU&list=PL9QS4mSP_yrbgeEhd2I
VxJvjmVI_sodH2
29. https://www.tes.com/teaching.../the-power-of-advertising-full-lesson-
powerpoint-6177

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 30. https://www.youtube.com/watch?v=Pq95vQqUBWw
31. https://www.youtube.com/watch?v=ddcABILJHtE
32. https://www.youtube.com/watch?v=FeCz5fy02JE
33. www.vibrantcompany.com
34. www.creativeedgepro.com

SCHEME OF EXAMINATIONS AND COURSE PAPERS

First Semester
Part Study Component Course Credit Hour Internal Ext Total

I Tamil/Other Language 3 6 25 75 100

II English 3 6 25 75 100

III Core Subject Introduction to Visual 4 6 25 75 100

Communication
Allied Subject Drawing and Visual Art 3 6 25 75 100

IV Skill Based Subject Basic Photography(Theory) 2 2 25 75 100

IV Skill Based Subject Basic Drawing and 2 2 25 75 100

Designing(Practical)
Non-Major Elective New Media Literacy 2 2 25 75 100

Total 19

Second Semester
Part Study Component Course Credit Hour Inter External Total
nal
I Tamil/Other Language 3 6 25 75 100

II English 3 6 25 75 100

III Core Subject Basic Videography 4 6 25 75 100

III Core Subject Basic Audiography 4 6 25 75 100

Allied Subject Radio Production 3 6 25 75 100

Allied Subject Graphic Design(Practical) 3 6 25 75 100

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IV Skill Based Subject Layout and Designing 2 2 25 75 100

IV Skill Based Subject Photography(Practical) 2 2 25 75 100

Non-Major Elective Media Presentation Skills 2 2 25 75 100

Total 26

Third Semester
Part Study Component Course Credit Hour Internal Ext Total

I Tamil/Other Language 3 6 25 75 100

II English 3 6 25 75 100

III Core Subject Television Production 4 6 25 75 100

(Theory)
Core Subject Television Production 4 6 25 75 100
(Practical)
Allied Subject Film Appreciation(Theory) 3 6 25 75 100

Allied Subject Writing for Electronic 3 6 25 75 100

Media(Practical)
Allied Subject Audio/Video Editing 3 6 25 75 100

Total 28

Fourth Semester
Part Study Component Course Credit Hour Inter External Total
nal
I Tamil/Other Language 3 6 25 75 100

II English 3 6 25 75 100

III Core Subject Advertising 4 6 25 75 100

Core Subject Advertising Production 4 6 25 75 100

Allied Subject Corporate 3 6 25 75 100

Communication(Theory)
Allied Subject Traditional Media (Practical) 3 6 25 75 100

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 Allied Subject Art Direction(Practical) 3 6 25 75 100

Extension Activities 1 1

Total 24

Fifth Semester
Part Study Component Course Credit Hour Internal Ext Total

III Core Subject Visual Analysis Tools 4 6 25 75 100

III Core Subject Media Budgeting and 4 6 25 75 100

Marketing
III Core Subject Media Management 4 6 25 75 100

Allied Subject Media Laws and Ethics 3 6 25 75 100

(Theory)
IV Skill Based Subject Script to Screen ( Practical) 2 2 25 75 100

Environmental Studies 2 2 25 75 100

Internship ( Advertising Agency) 5

Total 24

Sixth Semester
Part Study Component Course Credit Hour Inter External Total
nal
III Project Documentary/ Short Film/ 9 6 25 75 100
Advertising PSA/ Radio
Allied Subject Climate Change 3 6 25 75 100
Communication
Allied Subject Development Communication 3 6 25 75 100

IV Skill Based Writing for Media 2 2 25 75 100

Communication
Value Education 2 2 25 75 100

Total 19

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 INTRODUCTION TO VISUAL COMMUNICATION
OBJECTIVES:
 To trace the Origin and evolution of visual communication
 To be familiar with the various theories of visual communication
 To gain knowledge of the visual culture
LEARNING OUTCOME:
 The learner can explain the origin, status and trends of visual communication
 The learner can analyze the models of communication
 The learner can adopt visual culture for better understanding of the subjects
UNIT – I: ORIGIN AND DEVELOPMENT OF COMMUNICATION
Definition – Origin and Development –Importance of Communication – Essentials of
communication – Types of communication– Functions and Barriers of Communication –
History of Human Communication.
UNIT- II: VISUAL COMMUNICATION
Visual Communication – Definition – Origin and Development – Advantages and
disadvantages – Scope of visual communication – Elements of visual communication–
Communication and public opinion.
UNIT – III: MODELS OF COMMUNICATION
Communication models and Body language – Various models of communication, SMCR
Model, Lasswell model, Shannon and Weaver Model, Wilbur Schramm model, Osgood
Model, Helical Dances model, Aristotle model, George Gerbner Model – Verbal and Non
verbal Communication– Body language and its main aspects.

UNIT- IV: VISUAL AND SENSORY PERCEPTION

Sensation and perception – Learning and thinking – Human intelligence – Aptitude and
personality – Motivation and creativity – Application of psychological concepts of visual
communication.
UNIT- V: COMMUNICATION AND VISUAL CULTURE
Visual culture – Visualizing – Visual power – Visual pleasure, Picture, Semiotics, Signs and
symbols.
Text Books:
1. KevalJ.Kumar ―Introduction to Mass Communication‖, VipulPrakashan, Bombay.
1994.
2. SeemaHasan, Mass Communication, Principles and concepts, second edition.
3. McQuail Dennis, ―Communication Models‖, Longman, London, 1981.

2331
Reference Books
1. Blake et al,‖ A Taxonomy of concepts in Communication‖. Hasting House, NY,
1979.
2. John R.Bitner, ―Mass Communication – An introduction‖. Prentice Hall, New
Jersey, 1980.
3. Seetharam K.S, ―Communication and Culture – A world view‖. McGraw Hill, New
Delhi, 1991.
4. Shukla, SK. ―Mass media and Communication‖. Cybertech Publishing, New Delhi.
2006.
5. Joseph Devito, Harper and Row, ―Human Communication, A basic course‖, New
York, 1988.
6. Paul Martin Lestner, Visual Communication, Images with messages, Third Edition,
Thomson Wadsworth, 2003, California.
DRAWING (THEORY)
OBJECTIVES:
 To visually perceive, analyze, and interpret visual information through the act of
drawing.
 To recognize and synthesize the representational and abstract considerations of
drawing.
 To gain an understanding of how to incorporate narrative, psychological, emotional,
and conceptual aspects of drawing.
 To develop an individual drawing language that allows you to express your own
vision and ideas.
LEARNING OUTCOME:
 After learning this course, students are able the different shades and shapes,
demonstrate drawing lines, different texture using in drawing, demonstrate drawing
perspectives.
TEACHING METHODOLOGY
1. Class room teaching with on introduction of drawing skill.
2. Some hands on training given in creating simple projects.
3. At the end of semester series of project works may be given.
UNIT –I:INTRODUCTION TO DRAWING
Definitions of drawing, Starting a drawing & composition- Shading, blending, contrast-
Lines & crosshatch basics- One/two-point basic linear perspective

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UNIT -II: INTRODUCTION TO VISUAL LITERACY
Basic principles of Visual Literacy. Application of Visual Elements – Basic Sketching and
Drawing Skills – About Colour – Types of medium- Mixing media, found materials &
collage.
UNIT -III: STUDY OF HUMAN ANATOMY
Psychology Of Human Perception- Proportion and Perspective drawing – Composition,
Light and Shade, Surface textures- Forms and postures, portraiture stick figures, cartoon
characters and story board.
UNIT -IV: PRINCIPLES OF DESIGN
Principles of Design – Symmetry, Rhythm, contrast, balance, focal point. Application –
Transforming the visuals into layout – Finished layouts – Qualities of effective layouts –
Thumb nail, rough layouts – Designing industrial products.
UNIT -V: MEDIA MIX
Pencil, charcoal, pen and ink, crayons, pastels, water and oil.Colour paints. Study of still
life- Inanimate objects, Vegetables, fruits, birds, animals, etc. Study of trees, buildings,
landscape, cityscape, seascape
Text Books:
1. Loomis, A. Figure Drawing, for All It's Worth, by Andrew Loomis. Chapman and
hall.
Reference Books:
1. Goldfinger, E. (1991). Human anatomy for artists: The elements of form. New York:
Oxford University Press.
2. Thomson, A. (1896). A handbook of anatomy for art students. Clarendon Press.
3. Dow, A. W. (1997). Composition: A series of exercises in art structure for the use of
students and teachers. Univ of California Press.
Websites:
1. https://www.finearttips.com
2. https://www.thoughtco.com

BASIC PHOTOGRAPHY
OBJECTIVES:
 To introduce the basic knowledge in Photography and its techniques
theoretically.
 To familiarize the lenses and accessories required for better photography.
LEARNING OUTCOME:
 Students will have the knowledge about lights and its manipulation through
camera and lenses.
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UNIT - I: PHOTOGRAPHY - AN INTRODUCTION
History – Evolution – Applications – Light – Characteristics – Parts of a camera: Lenses, Shutter,
View finder, Prism, Focusing system, Film, Sensors, Storage media.
UNIT - II: CAMERAS, LENSES AND ACCESSORIES
Types of camera: Pinhole, Aim and shoot, SLR, Mirror less – Types of Lenses: Zoom, Macro,
Telephoto, Prime, STM, Wide angle, Tilt-Shift, Fish-eye – Accessories and Uses: Tripods,
Monopods, Filters, Remote release, Flash, Flash diffusers, Lens hoods.
UNIT - III: SHOOTING A PHOTOGRAPH
Aperture: f number, f –stops, Sunny 16 rule – Shutter speed – ISO – Auto-focus: Types and
applications – Zoom – Depth of Field – Framing: Rule of thirds, Lines, Curves, Symmetry, Head
room & Nose room – Composition – Subject – Balance – Metering.
UNIT- IV: LIGHTING
Understanding Lighting – Types of lighting – Controlling lights – Light meter – White Balance –
Colour Temperature.
UNIT - V: POST PROCESSING
Basic colour corrections – Developing digital negatives – RAW/DNG – Advantages – Colour Filters
– Panorama – HDR – Spot Removal.

Text Books:
1. Digital Photography: The Ultimate Beginners Guide To Mastering The Art of Digital
Photography, Jennifer Inston, Asia Amazon.
2. Complete Photography (Reader's Digest), Ailsa McWhinnie
3. Digital Photographer's Handbook, Tom Ang, DK Publishers
Reference Books:
1. Bruce Barnbaum, The Art of Photography: An Approach to Personal Expression.
Rocky Nook, 2010
2. Jim Zuckerman, Pro Secrets to Dramatic Digital Photos, Pixiq, 2010
3. Scott Kelby, The Digital Photography Book, Peachpit Press, 2014
4. Bryan Peterson, Understanding Exposure: How to Shoot Great Photographs with
Any Camera, Amphoto Books, 2010
5. Jim Miotke. BetterPhoto Basics: The Absolute Beginner's Guide to Taking Photos
Like a Pro. Amphoto Books. 2010
Websites:
1. https://www.youtube.com/watch?v=WXdAX0No2hM
2. Instagram.com
3. https://www.youtube.com/watch?v=6_B8pVoANyY
4. https://www.creativebloq.com/photography/websites-10121096
5. https://digital-photography-school.com/

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 BASIC DRAWING AND DESIGNING (PRACTICAL)
OBJECTIVES:
 To draw from observation
 To use different shapes
 To use line as the principle conveyor of form
LEARNING OUTCOME:
Students successfully completing this course should be able to:
 Produce finished drawings in multiple media that synthesize core observational
drawing concepts and techniques.
 Evaluate and critique student drawings and receive criticism from others.
 Describe, interpret, analyze and evaluate drawings utilizing discipline-appropriate
criteria.
TEACHING METHODOLOGY
 Drawing is a skill which needs regular practice. Regular sketch book assignments
will be required as homework in every week.
UNIT –I:
Line, dot, shades – and learning to observe, minor projects, exercises and smaller drawings
UNIT – II:
Project – Shaded pencil drawing, basic colours
UNIT –III:
Perspective, space, Projects – interior & exterior perspective
UNIT- IV:
Color, project – Colored pencil drawing
UNIT- V:
Pattern, texture, line, project – Pen and Ink drawing, Anatomy study (Human and animals),
Live Models (Portraits), Landscapes and Composition, Monuments, Still Life
Text Books:
1. John Devne, (1988), Drawing and painting – The Portrait, Tiger books International.
2. Gaspere De Fiore, (1983), Draw it! Drawing Course, Eagle Mass Publications
Limited.
REFERENCES
1. Garcia, C. W. (2003). Drawing for the absolute and utter beginner. Watson-Guptill.
2. Dodson, B. (1990). Keys to drawing. North Light Books.
3. Edwards, B. (1997). Drawing on the Right Side of the Brain(pp. 188-189). ACM.

2335
WEB SITES
1. http://mediafolk.org/
2. http://www.mastermummers.org/
3. http://folkheritage.org/

NEW MEDIA LITERACY

OBJECTIVES:
 To acquire an understanding of the historical context, current trends and future
projections of digital communication methods.
 To develop an awareness of the unintended consequences of new technology
 To become a critical consumer of information
 To become better writers and more analytical thinkers
LEARNING OUTCOME:
 Understand the basic concepts and theories in new media
 Cognize the historical context of computer and communication
UNIT –I: INTRODUCTION TO MEDIA LITERACY
Definition of Media Literacy, Media Literacy: Nature, Scope and Importance, Sub
fields: Digital Literacy and Visual literacy.
UNIT –II: MEDIA MESSAGES
Skills in Media Literacy, Interpreting Media messages: Semiotics, Ideology, Media
as Text, Commercial messages.Writing for New contexts and the new environment of
writing.
UNIT –III:LITERACY AND MULTIMODALITY
Modes and fitness for purpose, Modes and the shaping of knowledge, Mode and
epistemological commitment, Mode and causality, Mode and conceptual-cognitive
complexity,Mode imagination and design. Writing as transcription, two examples of
transformation.
UNIT –IV: GENRE
A multimodal view of genre, Genre as design: text and the new media, Genre labels,
Genre and educational strategies. Definition of Semiosis, Three types of Semiosis, Semiosis
interpreting the world and ordering the world.
UNIT–V: MEDIA MESSAGES RECEPTION AND ECOSYSTEM IN
GLOBALIZATION
Process of message generation and communication, nature of media messages;
Media Exposure and Filters, Media stereotypes.Media Empires and Ownership patterns;
Media markets and Propaganda and hegemony.

2336
Text Books:
1. Dill, K. How Fantasy Becomes Reality: Seeing Through Media Influence, 1st ed.
(OUP, 2009)
2. Hodkinson,P. Media, Culture and Society: An Introduction (Sage, 2010)
3. John.V. The Media of Mass Communication (PHI, 2012)
4. Gunther Kress Literacy in the New Media Age (Routledge Taylor and Francis 2005)
Reference Books:
1. Mackey, M. Literacies Across Media: Playing the Text (Taylor and Francis, 2004)
2. Pike, D.M. Media Literacy: Seeking Honesty, Independence, and Productivity in
Today's Mass
3. Messages (IDEA, 2013)
4. Potter, W.J. Theory of Media Literacy: A cognitive approach (Sage, 2004)
5. W.J. Potter, Media Literacy, 7th ed. (Sage,2013)
Websites:
1. www.edudemic.com
2. www.mediasmarts.ca/ digital media literacy

BASIC VIDEOGRAPHY
OBJECTIVES:
 To introduce the basic knowledge in Videography and its techniques
theoretically.
 To familiarize the angles and shot types required for better videography.
LEARNING OUTCOME:
 Students will have the knowledge about subjects, perspectives and various types
of shots
UNIT – I: ELEMENTS OF VIDEOGRAPHY
Videography – Introduction – History – Shot – Frame – Composition – Sequence.
UNIT – II: CAMERA ANGLES
Objective angle, Subjective angle, Point-of-view angle – Factors: Subject size, Subject angle,
Camera height.
UNIT – III: CONTINUITY
Continuity of Content, Continuity of Movement, Continuity of Position, Continuity of Time -
Filming techniques, Master scene, Triple-take.
UNIT – IV: CUTTING
Content Cut, Action Cut, POV Cut, Match Cut, Conceptual Cut, Zero Cut.
UNIT – V: SHOT- TYPES
Long Shot – Extreme Long Shot – Mid-shot – Close ups: Medium, Choker, Big Head CU, ECU.

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UNIT – VI: COMPOSITION
Still vs. Motion picture composition, Compositional Rules: Lines, Forms, Masses, Movements,
Balance: Symmetrical & Asymmetrical, Frames: Requirement, Frame Movement, Frame Focus –
Dynamic Composition.
Text Books:
1. The DSLR Filmmaker's Handbook: Real-World Production Techniques, BarreyAnderson ,
WILEY, 2016.
2. Video Shooter: Storytelling with HD Cameras, Barry Braverman, Focal Press 2010
3. Digital Filmmaking for Beginners A Practical Guide to Video Production, Michael K.
Hughes, McGraw Hill, 2012.
4. VasukiBelavadi, Video Production - Tools and techniques, Oxford University Press
Reference Books:
1. Blain Brown, Cinematography: Theory and Practice: Image Making for
Cinematographers and Directors, Focal Press, 2013
2. Joseph V. Mascelli, The Five C's of Cinematography: Motion Picture Filming
Techniques, Silman-James Press, 1998
3. Benjamin Bergery, Reflections: Twenty-One Cinematographers At Work, A S C
Holding Corp., 2002
4. John Alton, Painting With Light, University of California Press, 2013
5. Vittorio Storaro, Writing with Light, Aperture, 2002
Websites:
1. https://www.youtube.com/watch?v=w8BzeZEGEYY
2. https://www.youtube.com/watch?v=x-gfkXu8OpI
3. https://www.youtube.com/watch?v=Qj3QIQXYyik
BASIC AUDIOGRAPHY
OBJECTIVES:
 To introduce the basic concepts of audio (sound)
 To learn the recording aspects of Audiography
LEARNING OUTCOME:
The students are exposed and acquired knowledge on the basic concepts of audiography and
get into sound recording profession.
TEACHING METHODOLOGY:
Lecture (Class Teaching) Practical (Sound recording in studio) Tutorials (sound recording
spot and recording studio)
UNIT – I: NATURE OF SOUND
Definition and nature of Sound - Sound and its relevance use and importance in
communication - Characteristics of sound and its propagation- wave to digital- Quality of
sound, frequency references, S/N ratio, Acoustics, Echo, RT, Decibels etc.; distortions.
2338
UNIT – II: AESTHETICS OF SOUND
Mechanism of human speech and hearing psychology, Anatomy of Human ear- perception
of sound-Binaural, Fletcher and Munson Curve etc., Aesthetics of Sound, reader interaction
with media sound, response and reaction; Microphones- different types, directional response
and polar diagram
UNIT – III: AUDIO ASSESSORIES
Microphones- special types and accessories, wireless, lapel, reflected type, shotgun- factors
governing the selection of mikes; types of cables and connectors and their uses; Sound
safety, erasing, dope sheet, storage; sound in the era of multimedia- application in the media
platform and formats; Sound bites and AV clips on Internet, SMS and MMS etc.
UNIT- IV: SOURCES OF SOUND
Sources of sound, Introduction to digital sound- theory, process and application;
introduction to location recording in Camcorder; Selection of mikes, boom operation etc;
Post production- Editing, dubbing, track laying, mixing; Sound engineering techniques.
UNIT – V:AUDIO EXERCISES
Sound track design with images: the images to be shot in a camcorder, Sound can be
recorded simultaneously or separately-pre-laid or laid during post production Seminars,
Workshops, Tutorials etc., will be held as per norms on the subject.
Text Books:
1. Hausman, Carl and Benoi Philip, Messere Fritz, Modern Radio Production, New
York: Rout ledge, (2005)
2. Baruah U. L., All India Radio, New Delhi, Government of India Publications, (1983)
Reference Books:
1. Robert Campbell, Pro Tools 10 Advanced Music Production Techniques, Cengage
Learning, USA, 2013
2. Frank D. Cook, Pro Tools 101- An Introduction to Pro Tools 10, Cengage Learning,
USA, 2012
3. Guide to Microphones by Loren Alidrin
4. Tomlinson Holman, Sound for Film and Television, Focal Press, UK, 2010
5. David Sonnenschein, Sound Design- Expressive Power of Music, Voice & Sound
Effects in Cinema, Michael Wiese, USA, 2001
6. Modern Recording Techniques 6th edition by David Miles Hybber
7. Master Hand Book of Acoustics 4th edition by Alton Everest
8. Recording Studio Design by Philip Newell
9. Loudspeakers: For Music Recording and Reproduction by Philip Newell, Philip Richard
Newell, Keith Holland.
2339
Websites:
1. www.m.hearit.org

RADIO PRODUCTION
OBJECTIVES:
 To understand the audio related fundamentals.
 To learn the techniques involved in Radio Production.

LEARNING OUTCOME:
 It will enable the students to be creatively and technically aware of the technologies
and production systems in Radio Media.
UNIT – I: HISTORY OF RADIO
Brief history of broadcasting in India, Evolution of Radio – Amateur – HAM – FM – Digital
– Radio broadcast in India – Radio broadcast structure – Radio and Democracy –
Participatory Communication – Community Radio – Development Communication.
UNIT – II: SOUND
Sound Waves – Frequency – Wavelength – Amplitude – Velocity of Sound Waves – Units
used in sound – Decibels – Ear and sound – Loudness – Pitch – Timbre – Perceptions of
Sound – Basic Acoustics – Analog and Digital Audio.

UNIT – III: RADIO PRODUCTION TECHNIQUES

Nature of Radio – Characteristics of Radio Medium – Formats in Radio Production –
Jingles, Drama, Discussion Programme, Phone in Programme, Feature and Documentary –
Types of Audio Scripts – Use of BGM – Digital Technologies – Audio Special Effects.

UNIT – IV: PRODUCTION EQUIPMENTS

Microphone types – Direction pick up pattern – Techniques – Positioning of Microphones –
Special Musical Instruments – Standard Rules – Care and Handling – Foley and sound effect
creations – Mixing Console – Echo and Reverberation – Special Effects Units – Equalizers
and Compressors – Plug-ins – Digital Recording Softwares.

UNIT –V: RECORDING AND EDITING

Recording – Splicing and editing a sound file – Marking the edit points – Looking at wave
forms – Non-destructive editing – Copying, Pasting and Looping.

Text Books:
1. Hausman and Carl, Modern Radio Production: Production Programming, California:
Brooks (2008)
2. Bhatt, S.C., Broadcast Journalism – Basic Prinicple, New Delhi: Haranand
Publications, (1993)
3. McLeish, James, Radio Production, Burlington: Focal Press (1999)

2340
Reference Books:
1. Hausman, Carl and Benoi Philip, Messere Fritz, Modern Radio Production, New
York: Rout ledge, (2005)
2. Baruah U. L., All India Radio, New Delhi, Government of India Publications, (1983)

Websites:
1. www.crc.losrios.edu
2. www.bbc.co.uk

GRAPHIC DESIGN
OBJECTIVES:
 To know the fundamentals and principles of graphic design
 To be acquainted with the various applications in print and electronic media
 To learn the basics of color theory
LEARNING OUTCOME:
 The learner can design the layout for Print and Electronic Media
 The learner can understand the usage of graphics in various media
 The learner can create new designs
UNIT I- INTRODUCTION TO DESIGN
Design practices and process: Role of design in society- Graphic design process. Principles
and Elements of graphic design: Sketching and Drawing – Color theory
UNIT II –COMPOSITION
Fundamentals of Visual Composition - Typography: Types of Letterforms-structure-design
function-function of type composition
UNIT III–PRINCIPLES OF DESIGN
Fundamentals of design: Principles of composition – elements of Composition – relational
visual devices
UNIT IV - LAYOUT
Principles of Layout Design: Theme and content – types of layout – layout composition –
color in layout-design for publication-layout of a Newspaper – Layout for a magazine.
UNIT V- METHODS OF DESIGN
Media and Design: Advertising Design: Media Planning – Print Media – Electronic Media –
New Media.Integrated methods of Design: Kinds of events – Corporate Social
Responsibility. Graphic Design for Interactive Media: Website Design- Gestalt for web
design - Designing Navigation- Interactivity.

2341
Text Books:
1. Publication Division, (2011) Towards a new age graphic design. New Delhi:
NCERT.
2. Sayre Henry M.(2010) World of Art New Jersey: Pearson Education Inc.
3. Sarkar, N.(2008) Art and Print Production. New Delhi: Oxford University Press
Reference Books:
1. Arntson, Amy E. (2007) Graphic Design Basics. California: Thomson Wadsworth.
2. Hanks Kurt.(2006) Rapid Viz., Boston: Thomson Course Technology
3. Kress, Genther R.(2006) Reading Images: the grammar of Visual Design, New York:
Rutledge
4. Dodson, Bert.(2007) Keys to Drawing with Imagination, Cincinnati: North Light
Books
5. Gavin Ambrose, Paul Harris, GRIDS, AVA Publishing, 2008, Singapore.
6. Gavin Ambrose, Paul Harris, Layout, AVA Publishing, 2005, Singapore
Websites:
1. www.howdesign.com
LAYOUT AND DESIGNING
OBJECTIVES:
 To understand the various elements of Designing
 To understand the Techniques in composition
 To understand the applications and areas of designing

LEARNING OUTCOME:
 The students may be asked to apply the knowledge of all the concepts, methods and
elements of designing in a creative manner.
 The created designs may be presented and analyzed.
UNIT 1- INTORDUCTION TO DESIGN:
Introduction to design Principles – Balance – Rhythm-Proportion– Dominance – Unity –
Emphasis– Harmony– Opposition– Variety– Depth– Repetition– Motion.
UNIT II- ELEMENTS OF DESIGN:
Elements of Design – Line – Shape – Direction– Size – Texture –Colour – Value – Concepts
of Layouts –Hierachy – Centre of Visual Impact – Organization – Contrast –Colours –
Typography – Unexpectedness – Rules – Consistency.
UNIT III- FUNDAMENTALS OF COMPOSITION:
Fundamental of Composition – Interpretation – Spatial Organization–Light– Expression–
Montage– Content- Analysis.

2342
UNIT IV-PHOTO EDITING:
Photo manipulation – working with layers– tools and techniques– highlights, mid tones and
shadows – levels and curves – filters and effects
UNIT V- PRODUCTION PROCESS
Production Process – Dummy- Pre-press requirements – technical considerations – volume
of print- printing process- quality in reproduction of text, pictures and illustrations –
advertisements – paper quality and cost – other input cost considerations.
Text Book:
1. Tom Ang. Picture Editing : An Introduction . Oxford :Focasl Press , 1996..
2. vans, Harold. Volume series on Picutres Editing and Newspaper Desing. London:
Heinemann
Reference Books:
1. Mc.Kay, Jenny, Magazine Handbook. London: Routledge,2000.
2. King, Stacey. Magazine Design that Works. London: Routledge,2001.
3. Morrish, John. Magazine Editing.London: Routledge,1996
Websites:
1. www.websitebuilderexpert.com
2. www.creativeblog.com/web-designs/steps
3. www.project-website-layout

PHOTOGRAPHY PRACTICAL
OBJECTIVES:
 To understand the various elements of Photography
 To understand the basic techniques in Photo Composition
 To learn Digital Photography
 To know the applications and areas of Photography
LEARNING OUTCOME:
 The students shall gain the knowledge of all the concepts, methods, elements of
photography and they shall apply all the components of the syllabus in various
activities.
UNIT I – CAMERA AND ITS ACCESSORIES
Camera- lens- lights-filters-film-Tripod-light metre- flash types and usages- other
accessories

2343
UNIT II – BASIC CONTROLS
Aperture- Shutter speed- Depth of Filed- Focal Length. Basic Lighting- Three point lighting-
Key Fill Back- Low key lighting and High key lighting – Rule of Third- Picture
Composition.
UNIT III – EXPOSURE AND IMAGE MAKING
Exposure meter- Light meter- Flash meter built in meter- external light meter- metering
techniques- incident light metering- reflective light metering- o spot metering – gray scale-
framing- perspective- texture- pattern.
UNIT IV – DIGITAL PHOTOGRAPHY
Digital still camera Digital SLR Camera– Working with Digital Camera–setup for Digital
Imaging – Windows and Macintosh. Desk top Computer Components – Data Storage and
Transfer Options. Softwaresfor Digital Processes– Image Editior–File formats– Converters.
UNIT V –EXCERCISES
Portraits and Landscape – Abstract-- Macro- Animals- Nature- Black and White- People-
Celebrities - Performing Arts- Architecture and City- Sport- Commercial- Still life- Concert-
Street- Family- Transportation- Fashion- Travel - Film- Fine art- urban exploration- food -
wedding- Photo Journalism and Landscape.
Text Book:
1. The Basic Book of Photography by Tom Grimm, Michele Grimm.
2. Bryan Peterson , Understanding Exposure : How to shoot Great Photographs with
any cameras, Amphoto books.
Reference Books:
1. Bruce BarnBaum, The Art of Photography: An Approach To personal
Expression.Rocky Nook, 2010.
2. Jim Zukerman, Pro Secrets To Dramatic Photos , Pixiq,2010.
3. Scott Kelby, The Digital Photography Book, Peachpit Press,2014.
4. Bryan Peterson, Understanding Exposure: How To Shoot Great Photographs With
5. Any Camera, Amphoto Books,2010.
6. Jim Miotke. Betterphoto Basics: The Absolute Beginner‘s Guide To Taking Photos
7. Like a Pro.Amphoto Books.2010.
Websites:
1. www.practical photography.com
MEDIA PRESENTATION SKILLS
OBJECTIVE OF THE COURSE:
This paper introduces the basic concepts of Media Presentation skills to understand the
various presentation techniques.

2344
OUTCOME OF THE COURSE:
The students are exposed and acquired knowledge on the various Media presentation skills
apply to Media industry as well get solutions for practical problems in their real life too.
TEACHING METHODOLOGY:Lecture (Class Teaching) Practical (Soft skill training
and Media skill presentation) Tutorials (Soft skill training and Media skill presentation)
UNIT-I :MEDIA COMMUNICATION SKILL TRAINING
Reading, writing and listening skills - Prepare a media scenario involving a news issue you
are likely to face in real life - read books on various topics - watch DVDs/CDs and listen -
The Most Effective and Least Popular Tool for Improving Communication
UNIT-II:PUBLIC SPEAKING
Create and deliver sound bites- Create and deliver a stump speech- equipment -Improving
oral Communication - Hone your campaign messages - Speak to the media with confidence,
Eliminating Verbal Tics -Speak to any audience large and small - Secrets from the Audience
- recording of speaking with cell phone or studio find a role model and stalk them.
UNIT-III:PRESENTATION SKILLS
Presentation and speech writing, Private Public Speak Presentation Skills, Unreadable
and/or unmemorable presentations, Monotonous or non-relatable stories/anecdotes, dreary
data dumps - Absolutely no audience participation How to Say ―No Comment‖ without
Saying ―No Comment‖
UNIT-IV: COMMUNICATION TRAINING
Media interview/Training/Coaching - Presentation Training –Speech/speaker Training,
Public Speaking Training - Reputation Management
UNIT-V:
Students have to work on a selected topic and submit a report not more than 50 pages or
Audio Visual recording of Media Presentation Skill under the supervision of a faculty
member. The topic chosen for the project should be of considerable social significance and
current relevance.
TELEVISION PRODUCTION
Course Objectives:
To enable the students
 To gain knowledge on program production in TV.
 To understand the role of Television for the development of the society.
 To understand the importance of image editing.
Learning Outcome:
 The learner knows the production stages and scripting types.
 The learner understands the camera production, the role of lighting and sound in
program production.

2345
UNIT I
Television Standards – NTSC – PAL – SECAM – Television technology – Standard
– HD - Production stages – pre production – production – post production – Analog
and Digital forms of television –Genres in Television - Understanding the television
medium – signs – codes and functions of television.
UNIT II
Television Scripting – types of scripting – scripting for various programs in
television – story board – Set Design - Production Crew and its functions.
UNIT III
Camera – an introduction – mounting devices - ENG and EFP Production - Single
Camera Production – Multi-camera Production – Camera for various production –
Fiction – TV Serials – Reality show – Nonfiction – News – Interview – TV
Documentary – Video journalism.
UNIT IV
Lighting – an introduction – its importance in television– Colour Temperature –
Types of lighting – Chromo Key – Chrominance - Luminance – Sound Design – On
screen sound and Off screen sound - Microphone – Types of microphone – Usage of
microphone in various programs.
UNIT V
Editing - On line editing and off line editing – Basic transitions – Television
graphics, titling and special effects .
Reference Books:
1. Herbert Zettl, Television Production Handbook, Wordsworth Publication, New York
2009.
2. SeemaHasan, Mass Communication – Principles and Concepts, CBS Publishers and
Distributors Pvt. Ltd.,New Delhi, 2013.
3. Gerald Millerson, Jim Owens, Video Production Handbook: Fourth Edition, Focal
Press, Burlington, 2008.
4. Charlotte Worthington, Basics Film making of Producing, AVA Publishing (UK)
Ltd., Switzerland, 2009.

TELEVISION PRODUCTION PRACTICAL

Unit – I
Understanding TV Medium - Differences from film medium - Video formats – VHS,
SVHS - U-Matic, and Beta, Digi Beta - Types of telecasting - Production standards –
NTSC- PAL - SECAM

2346
Unit - II
Framing shots and movements - camera lenses – filters - various types of Lights -
colour temperature – Three Point lighting (Key, Fill and Back Light) Conceptualization –
Visualization - Different genre in studio production: Interview, Educational shows, Drama,
Game shows, Anchor, News reader, Grammar of outdoor production - Single camera and
multi camera production
Unit - III
Television Crew - an overview of direction - art direction - Floor management – indoor
and outdoor - production management - Facing Production problems – three phase of
production - problem in each phase and their solutions – scheduling – budgeting -
breakdown of scripts - contracts - some legal issues in production - Teamwork and work
ethics
Note: Student needs to submit Paper works (Binded), Rushes in tape, Final DVD / CD
References:
1. Millerson G.H., ―Effective TV Production‖, Focal press, 1993.
2. Holland P. Browne.,‖The Television Hand Book‖, Routledge, 1998.
3. Ralph S.Singleton,‖Film Scheduling‖, (2 ED) Lone Eagle Publishing Company, Loss
Angles, CA, 1991.
FILM APPRECIATION
Objective of the Course
To understand the art, culture and humanism that reflects through a film.
Outcome of the Course
At the end of the course, students can able to understand how a script becomes a film and
moreover they can able to understand how do arts and artefacts build a film.
UNIT –I: INTRODUCTION
Film as a medium: Characteristic - Film perception: levels of understanding - Film theory
and semiotics - formalism and neo formalism - film language - film and psycho analysis -
film and cultural identity: hermeneutics, reception aesthetics and film interpretation.
UNIT-II: FILM FORMS
Film forms: narrative and non-narrative - Film and post modernism - post structuralism and
deconstruction. Impressionism, expressionism, and surrealism - Fiction: realism, symbolic
simulation - typology of genres of fiction - Subjectivity, causality and time.
UNIT-III: VISUAL AESTHETICS
Continuity style - composing shots - temporal (montage) - Camera shots: pan, crane,
tracking, and transition - Sound in cinema - dimensions and functions - Film editing and
special effects - Film audience - Review and appreciation of film.
2347
UNIT- IV: CONCEPTS OF FILMS
Concept of films - principles of film - narrative form - non-narrative form- dividing a film
into parts and Genres(language, style, grammar, syntax.)- Style as a formal system, narrative
unity, ambiguity, a non-classical approach to narrative films, space and time, disunity, form,
style and ideology.
UNIT-V: FILM SCREENING
Film festival - Film awards - censorship certification - Cinema theatres and Projections.
TEXT BOOKS
1.Understanding Indian movies; Culture, Cogniton and Cinematic Imagination by Patrick
Colm Hogan, University of texas press (2008).
2.Cinema,Emergence and the Films of Satyajit Ray by Keya Ganguly, University of
California press(2010).
3. Art of Watching Films by Joseph M. Boggs, Dennis W.Petrie (2006).
4. The Film club by David Gilmour (2008).
REFERENCE BOOKS
1. The Film Appreciation bookby Jim Piper,Allworth press, Newyork (2014).
2. Film Analysis for Beginners; How to analyse movies by Manon De Reeper,a Film
Inquiry publication(2016).
3. Eric Baranenn&Krishnaswamy OVP Indian Film, , 1980 2nd Edition.
4. Cinematography Censorship rules, Govt. of India Press, Nasik, 1969.

WEB RESOURCES
1. https://archive.india.gov.in/knowindia/cinema.php?pg=2
2.https://www.oscar.com/
3. https://www.youtube.com/watch?v=Jky6k8FsBr4
4.https://www.lib.berkeley.edu/MRC/filmstudies/filmreviewsintro.html
5.https://www.youtube.com/watch?v=2vIUgEJ81gU&list=PL9QS4mSP_yrbgeEhd2IVxJvjmVI_so
dH2

WRITING FOR ELECTRONIC MEDIA

OBJECTIVES
 To introduce students to writing techniques for various media.
 To understand the importance of writing and the role of script/copy writer in media.
 To make students understand the basics of media writing by giving them
 related exercises

2348
OUTCOMES
At the end of the semester the students will be able to -
 Students will be able to understand the nuances of writing for various media &
efficiently develop and write scripts for both fictional &Non-Fictionals.
 Students will learn how to use various commercial software‘s for script and
screenplay etc.,
UNIT I BASIC TOOLS OF WRITING
Four characteristics of media writing- accuracy, clarity, efficiency, precision, Importance of
Basics tools for writing – Grammar, Spelling, Punctuation, Following the Style and
Stylebook – AP Style book, Libel Manual. Shooting Script and Post –Shoot Script,
Importance of the beginning, the middle and the end. Writing for different genres, Writing
for fictional and factual.
UNIT II WRITING MEDIA RELEASES
Writing for Corporate films, Promotional films, PSA‘s, Structure for press release, types of
press release, Writing press statements, Advertorials, Writing Rejoinder, Writing product
brief, Product features, Proposal writing for funding organization.
UNIT IV SCRIPTING FOR NON-FICTIONALS
Inverted Pyramid, Writing for Documentaries, , Print Research, Field Research and
Interview Research, Distinguishing the ‗top‘ of the issue and ‗heart‘ of the issue and
‗branches‘ of the issue. , Writing POV, The elements of pacing – Rhythm and tempo, The
elements of progression – social progression, Personal progression, Symbolic Ascension,
Ironic Ascension.
UNIT III SCRIPTING FOR FICTIONAL PROGRAMMES
Understanding the plot of the story- Arch plot, mini plot, Anti-plot, Character age,
education and socio-economic background of the characters, types of scripts for fictional –
single and dual column scripts, Screenplay, Dialogues, Voice-over scripts, Narration – First
person narration and voice of god,.
UNIT V Writing for Web
Writing for web: characteristics of the web, demand of the audience,characteristics of web
writing, forms of writing, lateral reportingUses of various commercial software‘s for
scripting and pagination, formatting your screenplay, organizing related documents,
storyboarding, saving notes.
TEXTBOOKS
1. Das, Trisha, ―How to Write a Documentary Script‖ Public Service Broadcasting Trust,
New Delhi, 2007.
2. Friedman, Anthony, ―Writing for Visual Media‖, 3RD Edition, Focal Press, USA, 2010.
3. Musburger, B. Robert, An Introduction to Writing for Electronic Media‖, Taylor and
Francis, UK, 2007.
2349
REFERENCES
1. Monaco, James. “How to read a film: Movies, Media, Multimedia”Oxford University
Press (2000) 3rd Edition. USA.
2. Sheila,Bernard. “Documentary Storytelling for Video and Filmmakers”Focal Press
Publications (2004). USA
3. Field, Sydney“Screenplay: The Foundations of Screenwriting” Dell Publishing (1994)
3rd Edition. USA
4. Dwight V. Swain with Joye R. Swain. “Scriptwriting; A Practical Manual”Focal Press
Publications (1988). USA
5. Web journalism: practice and promise of a new medium by James Glen Stovall

AUDIO VIDEO EDITING

OBJECTIVES:
 To understand the basics of audio and video editing.
 To learn the special effect techniques.
LEARNING OUTCOME:
 It enables the students to create an audio and visual production.
UNIT – I: INTRODUCTION TO VIDEO EDITING
Editing – Definition - Principles – Foundation of Editing – Editing Equipment and Control
Systems – Digital loots – Linear and Non-linear editing – Visual Effects – Editing rough –
Final drafts – Planning edits and limitations.
UNIT – II: EFFECTS
Editing banes – Cut, Fade – Mix and Wipe – Super Import ion – Order of Shots – Montage –
Duration of shots – Cutting rate – Cutting Rhythm Visual effects - Mirror effects –
Projections. (Real, Front, Reflex) Camera Mattes - Electronic Effects – Multi split Screen –
Chromo Key Insertion techniques – Visual Settings – Digital Video Effects.
UNIT – III: EDITING OF TITLING
Customizing Monitor Displays – Controlling Playback – Making and Sub cataloging footage
– Setting up sequence and Tracks – undoing / redoing edits – Trim – Finding framesand
clips Titling – Editing, Removing, Replacing, Fading Tittles - Replacing fills Tracks.
UNIT – VI: AUDIO AND EXPORTING
Soloing Audio Tracks – Audio Scrubbing – Audio Effect Tool – Audio Mix Tool –
Automation gain tool – Audio editing tools – Audio Plug-ins – Mixing Video Tracks –
Recording to tape – Exporting formats.
UNIT – V: PROJECT
Project summary – Audio and Video Synchronization – Finished Projects.

2350
Text Books:
1. Goodman, R., and McGrath, P. (2002), Editing digital Video, New York: McGraw-
Hill.
2. Bowne, S. (1998). Nonlinear editing basics: Electronic film and Video editing.
Boston: Focal Press.
Reference Books:
1. Anderson,G. (1999). Video editing and post-production, A Professional guide
(4thed.) Boston: Focal Press.
2. Langfod, S. (n.d). Digital audio editing, Correcting and enhancing audio in Pro
Tools, Logic Pro, Cubase and Studio One.
Websites: website.com/features/audio-video-images/
ADVERTISING
Objective of the Course
To make fundamental understanding of Advertising and its role in business, branding
and society.
Outcome of the Course
Students can able to develop advertising copies and able to plan media vehicles to carry
the advertisements to audience.
UNIT – 1: ORIGIN AND EVOLUTION
Definitions – Origin – Evolution of Modern Advertising -– Scope and present status -
Advertising History – Advertising in the 20th Century.Advertising and Economy.
UNIT – 2: ADVERTISING AND MEDIA
Advertising Media Vehicles – Newspaper – Radio – Television – Outdoor Ads, Exhibitions,
Hoardings, Hand Bills etc., Types of Advertising: Classified - Display - Political advertising
- Public service ads - Audio and Television spots.
UNIT – 3: MEDIA PLANNING
Media Planning: Media information and Media selection, Media planning- frame work - Media Mix
- Space Selling and Timing of insertion - Creativity in media planning – Scheduling and Patterns of
scheduling.
UNIT – 4: THE ADVERTISING AGENCIES
Advertisers and Advertising Agencies - Agency Structure Research - Creative - Profile of the
advertising professional, Encoding the Ad Cultural Codes, Ethical Issues in Advertising –
Regulatory Bodies.
UNIT – 5: DESIGNING ADVERTISEMENTS
Advertisement Creation - Conceptualization & Ideation.Translation of ideas to campaigns,
Visualization Designing & Layout, Copy writing – Headlines, Body, Slogans, Logos &
Trademarks.

2351
TEXT BOOKS
1. Jack G. Wiechmann, N.T.C‘s Dictionary of Advertising, (Publishers - NTC
Publishing Group Lincolnwood, Illinois, U.S.A. Year - 1998, 2nd Edition).
2. SumanChopra , Dictionary of Advertising and Sales Managements (Publishers -
Sarup& Sons, New Delhi, Year – 1997).
3. Chunawalla. Advertising Theory and Practice, Himalaya Publishing House.
REFERENCE BOOKS
1. Jefkins, Frank. Advertising Made Simple, Rupa& Co.
2. Jethwaney, Jaishri. Advertising, Phoenix Publishing House.
3. Ogilvy, David. Ogilvy on Advertising,Pan/Prion Books.
4. Goldman, R. Reading Ads Socially, London Routledge, 1992.
WEB RESOURCES
1.https://www.tes.com/teaching.../the-power-of-advertising-full-lesson-powerpoint-6177
2.https://www.youtube.com/watch?v=Pq95vQqUBWw
3.https://www.youtube.com/watch?v=ddcABILJHtE
4. https://www.youtube.com/watch?v=FeCz5fy02JE
ADVERTISING PRODUCTION
OBJECTIVES:
 To expose the students the nature, scope and impact of Advertising.
 To train the students the visual codes of Advertisements.
 To create effective advertisements.
LEARNING OUTCOME:
 It enables the students to create various advertisements for various media.
 It enriches the creative thinking.
UNIT –I:ADVERTISING
Advertising – Definition – Nature and growth – Advertising and its role – Advertising as a
process of Communication – Responsibilities and functions of Advertising.
UNIT –II: TYPES OF ADVERTISING
Types of Advertising – Advertising Media Vehicles – Advantages and disadvantages –
Advertising Policy and regulations of Newsapaper, Radio Stations, TV Channels, Web –
Tariff – Space and Time allocation – Schedule Preparation – Agency – Client Relations.
UNIT –III:ADVERTISING AGENCY
Advertising Agency – Structure and functions of Indian Advertising Agencies – Types of
Advertising Agencies.

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UNIT –IV:ADVERTISING CAMPAIGNS
Advertising Campaigns: Objectives, Creative Strategy, Message, Appeals, targets, Media
Planning, Budgetiing, Brand Management, Brand Positioning, Brand Image, Brand Equity,
Pre testing and Post testing.
UNIT –V:CREATIVITY
The creative process – Conceptualization to Idea – Creativity – Creative strategy and Copy
writing – Art Production – Print Production – Electronic Production.
Text Books:
1. Courtland L. Bovee, Advertising Excellence, McGraw – Hill Inc. Publications, 2001.
Reference Books:
1. Sean Brierley, The advertising and hand book, 2000.
2. McGraw hill, Principles of Advertising and IMC, 2000.
3. John McDonough, Encyclopedia of Advertising, Vol 1, 2000.
Websites:
1. www.vibrantcompany.com
2. www.creativeedgepro.com
CORPORATE COMMUNICATION
OBJECTIVES:
 To introduce the students to strategic planning and execution of media and people
 To enable stress management and exploring possible avenues
 To make them understand the various perspectives of Strategic Corporate
Communication
LEARNING OUTCOMES
 Understanding the significance of planning and execution
 Understands the key aspects of Media relations
 Understanding of the New Technology and its implications
UNIT-I: INTRODUCTION
Corporate Communication- Meaning and Definition – Corporate Communication Model-
Significance of Stakeholders to an organization- Communication Functions- Government
and Investor Relations.
UNIT-II: PLANNING AND RESEARCH
Strategic Communication Plan- Importance and value of strategic planning- cost effective
communication tactics and program execution – Role of spokesperson selection in
communication problem solving- communication research methods used to evaluate
program effectiveness- Primary and Secondary Research.

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UNIT-III: MEDIA RELATIONS
Traditional and New methods of Communication- Viability of Traditional media
implications- Impact of New Media- media uses and gratifications- New media – impact –
control and flow of news and information to external publics – growth of new media and
changes in Corporate Media Relations practices.
UNIT-IV: CORPORATE COMMUNICATION TECHNOLOGY
Changes in Corporate Communication practices – rapid evolution of computer – based
technologies – Costs and benefits of Corporate – Intranet and Internet – Communication
progammes and tactics – Web sites and traditional relationships – External media
representatives and Internal media relations specialists – Impact of Technology on employee
communication programmes – Resulting affects on workforce information flows – Impact of
Electronic Media in Corporate sectors.
UNIT-V: CRISIS COMMUNICATION
Definition and Meaning of Crisis Communication – The value of rapid response of
communication planning – Importance of Media relations training in terms of rapid and
credible response – The need to invest in realistic crisis communication training scenarios –
Indepth communication team training – Explore problem solving strategies associated with
crisis communication.
Text books:
1. Clark .L. Caywood ―The Handbook of Strategic Public Relations and Integrated
Communications‖, Mcgrew-Hill, 1997.
Reference books:
1. JoepCornellissen ―Corporate Communication: Theory and Practice‖, SAGE,
2004.
2. Brad Fitch, Mike McCurry ―Media Relations handbook for agencies,
associations, nonprofits and congress: The Capitol Net Inc, 2004.
TRADITIONAL MEDIA (PRACTICAL)
OBJECTIVE
1. To use the folk media for the development of society
2. To make folk art materials
3. To perform folk performances
4. To train in art and aesthetics
OUTCOME OF THE COURSE
After learning this course, students are able the create folk media materials and perform folk
art forms in different themes.
TEACHING METHODOLOGY
Traditional media includes arts and performances. Regular training is needed to
become a folk artist and performer. Training must be given by conducting folk media
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workshops. Regular screening of documentary films on folk performances would help to
widen the knowledge.
Unit –I:Identifying and collecting fork music instruments, Making costumes for different
folk
Unit –II:Practicing different folk performances, practical in different folk arts-solo singing,
traditional dance, story telling
Unit –III: Making postures, painting, puppets and other forms – skit, street theatre.
Unit –IV:Making social awareness by using any folk art form
Unit – V:Project work in any one folk performance
Reference:
1. Alan Dundes, Essays in Folkloristics, Folklore Institute, 1978.
2. Lakshmanan S.M.L., Folklore of Tamil Nadu, National Book Trust, 1973.
3. Terence McLaughlin, Faber &Faver, Music and Communication,

VISUAL ANALYSIS TECHNIQUES

Objective of The Course
To learn about the methodology of formulating visual analytic tools by combining
interactive visualizations with analytical techniques.And studying the fundamentals of
interactive visualizations.
Outcome of The Course
Students will have understanding about the collection of visualizations and analysis
techniques. They can able to understand the perception and cognition in visual analysis.
UNIT – I: SEMIOTICS VISUALIZATION
Vision and visualisation - The social conditions and effects of visual objects.Visual culture. Critical
visual methodology- Metaphor and metonymy – codes – semiology of the television medium
UNIT – II: PSYCHOANALYTIC ANALYSIS
An introduction to compositional interpretation - Colour - Spatial organization – Light - Expressive
content- the Oedipus complex – id, ego, super ego – symbols – defence mechanisms – Dreams –
Aggression and guilt – psychoanalytic analysis of the media.
UNIT – III: CULTURAL ANALYSIS
Cultural analysis of visual – semiotics, denotation, connotation and iconography.
UNIT – IV: ANALYSIS OF VISUAL IMAGES
Analysis of film and television – six levels of analysis - psychoanalytic understanding of visual
images.
UNIT – V: INTERPRETATIONS OF ADVERTISEMENT
Selling magic – Breaking the advertising code – commercials and anxiety – Laconian gaze: other
ways of seeing -Laura Mulvey and visual pleasure.
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REFERENCE BOOKS
1. Berger, Arthur Asa - Media Analysis Techniques, Sage, (2002)
2. Bignell, Jonathan, Media Semiotics, Routledge, London (2002)
3. Leewen and Jewitt Carey – Handbook of Visual Analysis, Sage Publication, New
Delhi, (2001)
TEXT BOOKS
1. Carey, Jewitt - The Handbook of Visual Analysis, Himalaya publishers.(1999)
2. Leewen, Thompson,- Introducing Social Semiotics, Routledge, London (2001)
3. Innovative Approaches of Data Visualization and Visual Analytics edited by Huang,
Mao Lin
WEB RESOURCES
1. https://www.youtube.com/watch?v=sM2MOyonDsY
2. https://www.youtube.com/watch?v=WEeugeUTINg
3. https://www.youtube.com/watch?v=oGNijt1gC1M
4. https://en.wikipedia.org/wiki/Visual_analytics
MEDIA MANAGEMENT
OBJECTIVES:
 To understand the basic structure of the Media Organizations.
 To understand the relationship between media and other organizations and the
public.
LEARNING OUTCOME:
 It will enable the students to start their own Media Industry and become
entrepreneurs.
UNIT – I: MEDIA INDUSTRY
Print – Starting of a Newspaper – Magazine – Online Journals – FM Radio – Community
Radio – Television Channel – Production homes – Studios – Photography and
Cinematography – Websites.
UNIT – II: PROGRAMME MANAGEMENT
Planning – Scheduling – Production Publicity – Distribution.
UNIT – III: MEDIA MARKETING
Market Survey: Media, Product and audience Profile – Television Rating Points – Agencies
of rating, Process and Method of rating – Selling Programmes.
UNIT – IV: PUBLIC RELATIONS
Tools of PR: Mass Media, ICT, Press Conference, Press Kits, Exhibition, Out door Media,
House Journal, Special Events, Advertising, PR Publics, Employees, Shareholders,
Consumers, Community, Government, Media.

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UNIT – V: PUBLIC RELATIONS IN PRIVATE AND PUBLIC
PR in private and public sectors, educational institutions and in Government – a critical
review – PR policies – Professional organizations in PR, Code of ethics – Future
developments – Case Studies.
Text Books:
1. Managing Media organizations, John Lavine and Wackman, Longman, New York,
1988.
2. Newspaper organizationa and management, Williams, Iowa State University Press,
1978.
3. Media Management in India, DibakarPanigrahy and Biswasroy, Kanishka
Publication, New Delhi, 1993.
Reference Books:
1. Management concepts and practices, ‗Tim Hannagan, Macmillan, 1995.
2. Effective Public Relations, Cutlip et al., Prentice Hall, New Jersey, 1982.
3. Practical Public Relations, Anil Basu.
Websites:
1. www.socialmediaexaminer.com
MEDIA LAW AND ETHICS
Objectives of the Course
To explain about the freedom of expression and introducing works of journalism
and communications and engaging students in ethical and media issues in India.

Outcome of the Course:

Students can able to identify and analyse issues with ethical and law lenses. They can able to
apply laws into the existing problems. Students can apply diverse viewpoints to ethical
dilemmas in the media content generation.
UNIT – I: ETHICAL FRAMEWORK AND MEDIA PRACTICE
Freedom of speech and expression - - Issues of privacy and Surveillance in Society -
Right to Information - Intellectual Property Rights -Media ethics and cultural dependence
– Attack on Freedom of artists and authors.
UNIT – II: MEDIA TECHNOLOGY AND ETHICAL PARAMETERS
Live reporting and ethics - Legality and Ethicality of Sting Operations - Phone Tapping -
Ethical issues in Social media - Discussion of Important cases- Relevant sections of
Broadcast Bill - NBA guidelines.

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UNIT – III:REPRESENTATION AND ETHICS
Case studies on media- Indecent representation of Women (Prohibition) Act, 1986 and rules
1987 - Protection of Women against Sexual Harassment Bill, 2007, Sec 67 of IT Act 2000
and 292 IPC etc.
UNIT – IV:MEDIA AND REGULATION
Regulatory bodies- Codes and Ethical Guidelines - Self Regulation -Media Content- Debates
on morality - Censorship and media debates.
UNIT – V: MEDIA AND SOCIAL RESPONSIBILITY
Economic Pressures -Media reportage of marginalized sections- children, dalits, tribals,
Gender- Media coverage of violence and related laws - inflammatory writing (IPC 353)
Sedition-incitement to violence -hate Speech- Relevant Case Studies.
TEXT BOOK:
1. Zelezny, John D., Communications Law, 6th ed. (Belmont, CA: Wadsworth, 2011).
Weston,
2. Anthony, A Practical Companion to Ethics, 3rd ed. (New York: Oxford University Press,
2006).
3. Media Law and Ethics, Roy L. Moore, Michael D. Murray, Mike Farrell, Routledge
REFERENCE BOOK:
1. Media Ethics: Issues and Cases, 8th edition. McGraw-Hill,
2. The Law of Journalismand Mass Communication, 5th ed. (Trager,Ross& Reynolds).
3. Comparative Media Law and Ethics By Tim Crook, Routledge
WEB RESOURCES:
1. https://comm.osu.edu/
2. https://clas.uiowa.edu/
3. https://revolutionsincommunication.com/law/
SCRIPT TO SCREEN
OBJECTIVES:
 To introduce the techniques and aesthetics of writing for different programme
genres.
LEARNING OUTCOME:
 It helps the students to learn the technique of writing and helps in the other course
related to production stages.
UNIT – I: BASICS OF SCRIPT WRITING
The structure of a script – The A, B and C plots – Treatment, Plot, Character – Script Form
– Types.

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UNIT –II: FORMATS OF SCRIPT
Features, Documentaries, Educational Programmes, Short Films, Fiction, Non Fiction,
Development Programmes – Commercials etc.,
UNIT – III: CONCEPT AND STORY IDEA
Concept – Information research – Developing Idea – The Plot – The Story elements – The
teleplay structure.
UNIT – IV: SCENES AND DIALOGUES
Scene: Definition, Types, Target audience – Consideration Dialogue – Importance of
Dialogues, Dialogues for Various genres, Preparation of Shooting Script – Story board.
UNIT –V: EXERCISES
Text Books:
1. The Writer‘s Journey by Christopher Vogler
Reference Books:
1. Adventures in the Screen Trade by William Goldman
2. The New Screenwriter Looks at the New Screenwriter by William Froug
Websites:
1. www.scriptmag.com
2. www.writerstore.com
CLIMATE CHANGE COMMUNICATION
Objective of the Course
To learn about the effects of climate change to the surroundings and also the role of
media towards climate change.
Outcome of the Course
Students will understand the counter measures to mitigate the impacts of Climate
Change through Media Contents.
UNIT –I: CLIMATE CHANGE AND MEDIA
Responsibilities and Objectives of the Media in Communicating Climate Change—
History of Climate Change Coverage by the National and International Media—Change
in stands of Journalists in the media of different countries—Use of language in climate
change coverage and its change over the years.
UNIT –II: SCIENCE TO MEDIA
The Occurrence of Climate Change- Science to Media - Scientific Education of Climate
Science - Science for Journalists- Journalism for Scientists of Meteorology. Coverage
of Climate change issues in major disasters in India.

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 UNIT – III: IMPACTS OF CLIMATE CHANGE
Impacts of Climate Change, Mitigation and Adaptation, IPCC, UNFCCC, TNSCCC,
Vulnerability and resilience. Global Warming, Climate Change and Human Heath,
Agriculture, food security, migration, Costs of adapting climate change.
UNIT – IV: REDUCING EMISSIONS AND MEDIA
Reducing Emissions and Responsibility of Media.Energy Efficiency, Adapting in
Towns and Cities. Natural disasters and preparedness and climate change. Climate
Change policies of India.
UNIT –V: CLIMATE CHANGE JOURNALISM
Climate change journalism – online media for climate change – Seeing Science
Information in daily life. Social Issues from Scientific angle. Science inputs in
everyday news items. Understanding our local eco system and its importance.
TEXT BOOKS
1. முனைவர்சு.நாக஭த்தினம், பருலநிலய஫ாற்மம்:
சர்லதேசஊடகவி஬யாரர்களுக்கானலகத஬டு, யுனனஸ்தகா,
புவிஇேழி஬ல்இலை஬ம்இன்டர்நியூஸ்,
னோடர்பி஬ல்துலம஫துல஭கா஫஭ாசர்பல்கலயக்கறகம்னலளியீடு - 2015
2. முலனலர்.சு.நாக஭த்தினம், பருலநிலய஫ாற்மம்சர்லதேசனசய்தி஬ாரர்கு஭ல்கள் , யு.என்.டி.பி.,
புவிஇேழி஬ல்இலை஬ம்இன்டர்நியூஸ்,
னோடர்பி஬ல்துலம஫துல஭கா஫஭ாசர்பல்கலயக்கறகம்னலளியீடு - 2015
3. Andrew Miller, House of Commons: Science and Technology Committee,
Communicating Climate Science
4. Susanne C. Moser, Lisa Dilling, Creating a Climate for Change: Communicating Climate
Change and Facilitating Social Change, Cambridge University Press -2007
5. னபான். ேனதசக஭ன், நிகழ்காயம், கார்த்திகானலளியீடு, னசன்லன 2014
6. The Climate Knowledge Brokers, MANIFESTO, Informed decision making, for a
climate resilient future, Renewable Energy and Energy Efficiency Partnership (REEEP),
2015

REFERENCE BOOKS
1. Gibson, T. A., Craig, R. T., Harper, A. C., & Alpert, J. M. (2015). Covering global
warming in dubious times: Environmental reporters in the new media
ecosystem.Journalism.
2. Feldman, L. (2016). The Effects of Network and Cable TV News Viewing on
Climate Change Opinion, Knowledge, and Behavior. ORE Climate Science.
3. Rayner, S. (2016, Aug. 31). A Climate Movement at War. The Breakthrough

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WEB RESOURSES
1. https://www.wwf.org.uk/effectsofclimatechange
2. http://envirocivil.com/climate/role-of-media-in-climate-change/
3. http://www.worldwatch.org/node/6278
4. https://www.youtube.com/watch?v=ws4oLlY9L4Y
5. https://www.youtube.com/watch?v=AOoP56eXtzM

DEVELOPMENT COMMUNICATION
Objective of The Course
To teach the development issues and intervention of communication to create a social
change.To make knowledge about the approaches for addressing developmental issues.
Outcome of The Course
Students can able to have know-how of addressing developmental issues with
communication decisions.
UNIT –I: DEVELOPMENT AND CHANGE AND ISSUES
Concept of development - Measurement of development - Global Parameters of Development and
India -Global and Regional Initiatives.Human rights- social inclusion- gender- ecology and
sustainable development.
UNIT –II: DEVELOPMENT COMMUNICATION APOROACHES
Development communication approaches – diffusion of innovation - empathy-magic multiplier -
Alternative Development communication approaches: Sustainable Development -Participatory
Development -Inclusive Development - Gender and development.
UNIT –III: ROLE OF MEDIA FOR DEVELOPMENT
Role of media in development -Mass Media as a tool for development - Creativity, performance of
each media- traditional media - Development -support communication in India in the areas of:
agriculture, health & family welfare, population, women empowerment, poverty -unemployment-
energy and environment- literacy- consumer awareness.

UNIT –IV: MEDIA PARTICIPATION

Designing the Message for Print -Community Radio and Development- TV and Rural Outreach
Digital Media and Development Communication - Practising development -Communication
Strategies for designing messages for print.
UNIT –V: MAINSTREAM MEDIA IMPACT
Rural Journalism -Information needs in rural areas -Use of traditional media for development in
rural areas -Rural newspapers -Critical appraisal of mainstream media‘s reportage on rural problems
and issues.

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TEXTS BOOKS
1. Rogers Everett M : Communication and Development- Critical
Perspective, Sage, New Delhi, 2000
2. SrinivasR.Melkote& H. Leslie Steeves: Communication For Development In The
Third World, Sage Publications.
3. DipankarSinha. Development Communication: Contexts for the Twenty-first
Century, Orient Black Swan, 2013
4. Belmont CA : Technology Communication Behaviour,
Wordsworth Publication, New Delhi, 2001.
5. முனைவர்.அ.சாந்தா, முனைவர்.வி.ம ாகன் - க்கள்ஊடகத்ததாடர்பியல்அடிப்பனடகள்
மீடியாபப்ளிமகசன் - துனை -17 3வதுதவளியீடு 2007
REFERENCE BOOKS
1. UNDP : Human Development Report (published every year),
Oxford University Press, New Delhi.
2. World Bank : World Development Report (published every year)
Oxford University Press, New Delhi.
3. Wilbur Schramm : Mass Media and National Development- the
role of information in developing countries, UNESCO/
StanfordUniversity Press, 1964.
4. Communication for Development in the Third World: Theory
and Practice for Development in the Third World, Sage
Publications
WEB RESOURCES
1. download.nos.org/srsec335new/ch4.pdf
2. cfamedia.org/main/?p=2417
3. https://www.youtube.com/watch?v=w5k92bjcSJg
4. https://www.youtube.com/watch?v=Ds7LpEsi3kM

WRITING FOR NEW MEDIA

OBJECTIVES
 To introduce students to writing techniques for online media.
 To understand the importance of writing and the role of online media writing.
OUTCOMES
At the end of the semester the students will be able to -
 To understand the nuances of writing for various platforms in online media.
 Learn how to use various techniques for editing and publishing the content online
effectively.
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UNIT I INTRODUCTION TO ONLINE MEDIA
Analog vs. Digital media, Definition of Online media, Introduction to various online
platforms, various applications of online media, technology and tools to assist online writers,
web analysis tools, voice and visual tools for online media. Establishing and communicating
credibility in digital spaces.
UNIT II BASIC TOOLS OF WRITING
Four characteristics of media writing- accuracy, clarity, efficiency, precision, Importance of
Basics tools for writing – Grammar, Spelling, Punctuation, Script and Post –Shoot Script,
Importance of the beginning, the middle and the end. Writing for different genres in online
media.
UNIT II WRITING FOR ONLINE ENVIRONMENTS
Steps and techniques for writing educational content in online, Online Journalism- reporting and
writing stratergies for social media- values of online journalism, understanding the need of digital
team in media organisations, Tips to write news for various genre of media content online, Writing
content for different social media platforms, constructing messaging and techniques to reach-
Writing for blogs, writing for website, writing for professional social networks online, Writing for
products and services online.
UNIT IV EDITING FOR ONLINE MEDIA
Techniques for editing the content online- Online designing and Publishing for various
digital platforms.Tools available to edit the content.
UNIT V PRACTICE OF ONLINE WRITING
Students will be divided into various groups and each group will be given the themes to
create content for online platform. Students will be given practice to find out the effective
digital platform and publishing their stories online. Also, students will be practiced with
various script writing for online medium every week.
TEXTBOOKS
1. Writing and Editing for digital media by Brian Carroll, Routledge, 2017
2. Writing and Digital Media edited by Luuk van Waes, MariëlleLeijten, Christophe
Neuwirth, Elsevier
3. Writing for Digital Media, Brian Carroll, Routledge, 2010
4. Online Journalism: Reporting, Writing, and Editing for New Media, Richard Craig,
Thomson/Wadsworth, 2005
REFERENCES
1. Friedman, Anthony, ―Writing for Visual Media‖, 3RD Edition, Focal Press, USA, 2010.
2. Musburger, B. Robert, An Introduction to Writing for Electronic Media‖, Taylor and
Francis, UK, 2007.

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