MA (J&MC) Semester II
JC2201 BUSINESS MEDIA[21 4 5]
Course Objective: Introduces the student to generally understand and write about business, economic issues, industry and the stock market. The subject does not presume a prior knowledge of business reporting but requires a genuine interest to read and understand business news. It will help develop a skill to follow and prepare print, television and online business reports.
Unit One:
Characteristics of business media, how it differs from general media; Major Business dailies : FT, WSJ and ET, FT, BL.;different features. The business magazines; The Economist, Businessweek and the Indians. Business Channels CNBC/ NDTV Profit etc: characteristics
Unit Two:
The Business Environment, The different approaches to economy; The Market: The State Technology and business: the globalisation issue.
Unit Three:
The Sources of Business Information; The Chambers of Commerce- their role and structure Corporate annual reports; RBI reports; CMIE; NCAER; World Bank reports; Human Development Report
Unit Four:
The Budget: How to read budget papers – central and state.
Unit Five:
The Market, the stock market, money market, commodity market; the fundamentals of futures and options, money market instruments. The Industry, Summing up of different sectors
References:
1. E.C. Thomas ; Economic and Business Journalism, Sterling Publishers Private Ltd., 2001.
2. The Economist : Dictionary of Financial Terms, Student Aid Publications , 2010.
3. Prasanna Chandra : Finance Sense, McGraw Hill Education; 4 edition 2010.
4. Little and Rhodes : Understanding Wall Street Journal, Liberty Hall Pr; 3rd edition, 1991.
5. Vanita Kohli Khandekar : The Indian Media Business, SAGE Publications Pvt. Ltd, 2013.
JC2202 Broadcast Media [2 1 4 5]
Course Objectives: The main objective of course is to teach the students the programme production process in Broadcast Media.
Unit One:
Evolution and growth of electronic media; Radio and Television; Characteristics of various electronic media; print Vs electronic media; Public Vs commercial broadcasting;
Unit Two:
Principles of writing for radio and television; Broadcasting writing techniques and styles; Scripts; formats for radio talks, reports and features, documentaries, drama etc.; Preparing story boards; Gathering, constructing, writing and editing of radio and TV news.
Unit Three:
Basic principles of Radio programme production techniques; Digital broadcasting; Types of microphones; Field & studio recording; Production of radio news, features, magazines programme etc.; Editing & mixing.
Unit Four:
Principles of video production; Basic TV production techniques; Preliminary, final and Shooting scripts;The basics of screen grammar; Five c's of cinematography; Basic principles and techniques of editing; Direction.
References:
1. Michael H. Adams, and Kimberly K. Massey, Introduction to Radio: Production and Programming, McGraw-Hill Humanities/Social Sciences/Languages; 1994.
2.Bob Gilmurray, Media Student's Guide to Radio Production, Mightier Pen Publishing, 2013.
3.K.M. Shrivastava, News Writing for Radio and T.V., SterlingPublicationNew Delhi, 2012.
4. Gerald Millerson. Effective TV Production. 3rd ed. Oxford: Focal Press; 2016.
5. Jarvis, Peter. The Essential TV Director’s Handbook. Oxford: Focal Press; 1998.
JC2203 MEDIA RESEARCH METHODS [3 2 0 5]
Course Objective: The course on Research Methodology is being offered to the students to equip them in understanding the media research and also for writing a dissertation as part of their curriculum, in the third semester. The syllabus is designed to provide comprehensive knowledge in the field of communication and enable the students conduct research independently and take up research in the field of mass communication as a career. The course is compulsory for all students. The course includes the various research methods, primarily quantitative in nature.
Unit One:
Science and scientific approach. Role of theory. Definition of research, nature and scope. Statement of problem. Research proposal. Hypothesis statement and testing. Constructs, variables and definitions. Research classification, basic and applied research.
Unit Two:
Theory of probability. Sampling procedure and types of samples. Validity and reliability. Levels of measurement. Statistics, purpose, approach and methods. Research process and principles.
Unit Three:
Methods and tools of research-quantitative and qualitative types. Tools for data collection-questionnaire, interview guide, Q-method and observation techniques. Research design, meaning and purpose- types of research designs.
Unit Four:
Types of research- Experimental, Ex-post-facto, Survey research. Content analysis, principles and techniques. Observation research techniques. Historical research. Data analysis- descriptive and inferential analysis of data. Parametric and non-parametric data analysis.
Unit Five:
Use of statistics in research analysis. Statistical tools for media research – Frequency Distributions, Graphic representations and Percentages. Central tendency, Standard Deviation. Application of statistical tests- Chi-square, Correlation, ANNOVA, Mann-Whitney test, t-test, Factor Analysis. Application of computer for data analysis. Principles and techniques of research report writing.
References:
- Arthur Asa Berger: Media Research Techniques - Sage Publications; 1998.
- Klaus Krippen Dorff : Content Analysis: An Introduction To Its Methodology - Sage Publications; 1997.
- Susanna Hornig Priest : Doing Media Research : An Introduction - Sage Publications.1995
- James H Watt, Sjef A Vanden BerAllyn & Bacon : Research Methods For Communication Science; 2002.
- 5. Anders Hansen; Others : Mass Communication Research Methods - Macmillan Press Ltd; 1998.
JC2204 MEDIA MANAGEMENT [3 2 0 5]
Course Objective:This course will help you learn how media leaders and their challengers use people, money, research, services, time and technology to market their messages. Student will learn about basic principles and functions of management and how media companies function today, and how they can prepare themselves for the future
Unit One:
Overview: Unique characteristics of media companies - development of media industries - revenue patternsmedia audiences - major development patterns - Outline of Principles of Management
Unit Two:
Media Economics : Concept and role of the market-Consumer choice and market responses-Producer Choice and market response--Monopoly and competition in market- Media Performance and capital
Unit Three:
Marketing Perspective of Media: Marketing Mix and Product Life Cycle-Market Analysis and Product Planning-Consumer Research in Product Development-Product Planning for Advertiser
Unit Four:
Market-Promotion and Sale of Media Products- Promotion Strategies - Tools - Plans in Action- Promotion and Sales to Advertisers- Distribution, Production & Pricing of Media Products
Unit Five:
Competitive Strategy: Four types of Strategic Warfare - Competitive Advantage
References:
1.Davar, Rustom: The Principles of Management - Bombay: Crown; 1985.
2.Kothari, Gulab: Newspaper Management in India, Netherlands - Intercultural Open University; 1995
3.Picard, Robert: Media Economics, New Delhi – Sage; 2000.
4.Ries, Al: Marketing Warfare: New Delhi - Mc GrawHill; 1997.
5.Trout, Jack: The New Positioning. New Delhi - McGraw Hill; 1997.
JC2205 PRINCIPLES OF ADVERTISING & PUBLIC RELATION [3 2 0 5]
Course Objectives: The course educates the student to understand the basic principles of the advertising and its concept. The course will also introduce the Public Relation field and the students will know the process along with practice in PR industry.
Unit One- Understanding Advertising:
Concepts, Nature, Definition, Evolution and History, Role, Objectives, Functions, and Significance, Basic Theories and Applications, Types and Classification of Advertising, Factors Determining Advertising, Opportunity of a Product/Service/Idea, Types of Appeals and Advertising Messages.
Unit Two- Agency Structure:
Roles and Responsibilities Across Levels: Evolution of Ad Agencies- Various Stages and Current Status, Various Functional Departments and Scope of their Works (Account Planning, Account Servicing. Creative- Copy & Art, Media, Production, Billing, HR etc.), Ad Agency: Functions, Types, Structure, Departments, Remuneration, Pitching, ClientAgency Relationship, Revenue and Commission Systems.
Unit Three- Advertising and Society:
Ethical Issues in Advertising, Social Criticism of Advertising, Laws in Advertising, Advertising Statutory Bodies in India, Role of AAA and ASCI, and the Study of Various Codes of Conduct.
Unit Four - Understanding PR:
PR –Concepts, Definitions and Theory , Brief History of Public Relations -The Evolution of PR- The Pioneers and their Works (Ivy Lee and Edward Burney), Theoretical Underpinnings in PR – JM Grunig’s Model of Symmetrical PR, Organizational Theories, Conflict Theory, Structural-Functional Theory , Understanding Various Concepts, viz., PR, Press Agency, Publicity, Propaganda and Advertising, Defining Publics/Stakeholders.
Unit Five- PR Process and Practice:
PR Process, Tools of PR, the public relations environment, political PR, PR vs Spin, Persuasion and Public relation, what media expects from PR, PR and writing, media tracking, PR angles and response, research in PR, PR measurement, PR awards, Campaign planning in PR.
References:
1. Sengupta, Subroto, Brand Positioning. Tata McGraw-Hill Publishing Co., New Delhi, 1999.
2. Rege, G.M., Advertising Art and Ideas. Kareer Institute, Mumbay, 2007.
3. Caples, John., Tested Advertising Methods. Harper and Bros, New York, 2001.
4. Harrison, Tony , A Handbook of Advertising Techniques. Kogan Page, London, 2002.
5. Chunnawala, S.A. and K.C. Sethia. Foundation of Advertising: Theory and Practice. Himalaya Publications, Bombay, 2004.