Bachelor of journalism; advertising and mass communication




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EIILM University


SYLLABUS BOOKLET


BACHELOR OF JOURNALISM; Advertising AND MASSCOMMUNICATION

PROGRAM


Semester I


SYLLABUS

BACHELOR OF JOURNALISM; ADVERTISING AND MASS COMMUNICATION

SEMESTER – I


MEDIA EVOLUTION AND TRENDS


Sub. Code: BJMC 101 Credits: 04


Total Marks: 100 Minimum Pass Marks: 40%


Internal Assessment: 40 Marks University Examination: 60 Marks


Unit I: Definition and Role of Media

Definition of Media; Media and Social Change; Origins of the Newspaper; Freedoms and Restraints; Freedoms and Restraints.


Unit 2: The Printed Word and Alternative Ideas

From Ideographic Symbols to Syllabic Symbols: the Need for People to Learn their use before they could be used for Communicating; the Printed Word and the Creation of Alternative Ideas; Media and Literacy.


Unit 3: The Global Media

Media Software: From Yellow Journalism to Advocacy Journalism; Media as a Commodity; Narrowcasting; Public Relations and Media.


Unit 4: The Press in India

The Nationalist Press in India; Emergency and the Defining Moment for the Indian Press; the Satellite TV and Cable Explosion; Evolution of Media Laws through the Years.


Unit 5: Technological Evolution

Technological Evolution in Media; Gutenberg’s Movable Type and the Print Revolution; Marconi; Hertz and Radio; Invention of the TV Set; Transistors; and ICs; Miniaturization and their Impact on Media; Internet.


Unit 6: Media Economics

Media Distribution: The Story from Marathon to Multi-Edition Dailies; Emergence of Penny Press and the Concept of Ads to Pay for Production; Who’s Watching? Readership and Viewer-Ship; Public Service Broadcasting; Media Economics: Olympics and Television.


Suggested Readings:

  1. The Evolution of Media, A. Michael Noll, Rowman & Littlefield.

  2. The Media Globe: Trends in International Mass Media, Lee Artz, Yahya R. Kamalipour, Rowman & Littlefield.

SYLLABUS

BACHELOR OF JOURNALISM; ADVERTISING AND MASS COMMUNICATION

SEMESTER – I


COMMUNICATION PRINCIPLES


Sub. Code: BJMC-102 Credits: 03


Total Marks: 100 Minimum Pass Marks: 40%


Internal Assessment: 40 Marks University Examination: 60 Marks


Unit 1: Sociology and Communication

Basics of Communication; Dimensions; Process; types of Communication: Intrapersonal; Interpersonal; Group; Mass Communication.


Unit 2: Communication Models

Aristotle’s and Laswell’s Model; Shannon and Weaver’s Model; Osgood and Schramm’s Circular Model; Newcomb’s and Gerbner’s Model;


Unit 3: Mass Media

Media in Contemporary India; Traditional Media; Effect of Media on Society; Determinants of Media Influence; Theories of Mass Media: Two Step Flow Theory; Diffusion of Innovations; Dependency Theory; Uses and Gratifications Theory; Cultivation Theory; Mass Audiences.


Unit 4: Mass Media and Society

Communications for Development; Media and Social Issues; Media and Education; Role of Media in Science and Technology; Media and Women; Media and Violence; Media and Children; Media and Politics; Environmental Journalism.


Suggested Readings:


  1. Business Communication Principles; Methods and Techniques; Nirmal Singh; Deep and Deep Publications.

  2. Working in Groups: Communication Principles and Strategies; Isa N Engleberg; Dianna R Wynn; Houghton Mifflin Company.

  3. Communication: Principles for a Lifetime; Steven A. Beebe; Texas State University - San Marcos Susan J. Beebe;  San Marcos; Diana K. Ivy; Allyn & Bacon.


SYLLABUS

BACHELOR OF JOURNALISM; ADVERTISING AND MASS COMMUNICATION

SEMESTER – I


DEVELOPMENT OF CONTEMPORARY MEDIA


Sub. Code: BJMC-103 Credits: 03


Total Marks: 100 Minimum Pass Marks: 40%


Internal Assessment: 40 Marks University Examination: 60 Marks


Unit 1: First Stirrings

The Early Communication; Introduction to First Stirrings; Renaissance and Reformation; Rebirth of the Art; Culture; Literature and Media; the Great Revolutions.


Unit 2: Mass Media Catalysts

Rise of Democracy; Introduction to Media Catalysts; Path towards Convergence; Elements of Mass Media: Print Journalism; Print Media the American Scenario; Radio Journalism; Development of Films in the Early Ages; Contemporary Cinema; Television and its Impact on the Mass; Internet as a mass Medium; Convergence and Mass Media in the 21st Century; Mass communication in Ancient India.


Unit 3: Mass Media in India

The Modern Indian Media; the Indian Nationalistic Writings; Media in the Post-Colonial Era; Mass Media in Post Independent India; Radio and Television in India; Rise of Internet Journalism.


Unit 4: The State and Media

Role of Media and Media Responsibility; State and Media; Media Regulation and Censorship; Censor Ship and Right to Information.


Suggested Readings:


  1. The Media Student's Book; Gill Branston; Roy Stafford; Taylor & Francis.

  2. Rethinking the Media Audience: the New Agenda; Pertti Alasuutari; Sage Publications.

  3. Contemporary Media Issues; By William David Sloan; Wm. David Sloan; Lawrence Erlbaum Associates.

  4. Mass Media in India; India Ministry of Information and Broadcasting. Research and Reference Division.


SYLLABUS

BACHELOR OF JOURNALISM; ADVERTISING AND MASS COMMUNICATION

SEMESTER – I


COMPUTER APPLICATION- I


Sub. Code: BJMC-104 Credits: 03


Total Marks: 100 Minimum Pass Marks: 40%


Internal Assessment: 40 Marks University Examination: 60 Marks


Unit 1: Basics of Computers

Computer Literacy; Basics of Computers: Windows; MS Office; Microsoft Word; Microsoft Excel: Spreadsheet; Moving through Cells; Clip Art; Page Properties; Microsoft Power Point; House Styles.


Unit 2: Design and Design Softwares

Idea and Visualization; Design Format; Design Element; Design Principles; Layout and Layout Terms; PageMaker: Tool Box; Document and Text; Importing and Manipulating Text; Menus; Combining Graphics with Text; QuarkXpress: Tools and Modifying Objects; Color and Text; Pictures and Objects; Illustrator: Toolbox; Menus; Corel Draw: Toolbox and Menus; Adobe Photoshop: Layers; Channels; Filters and Effects; Printing and Scanning; Resolution


Unit 3: Web

Web vs. Print; Global World of Internet; Internet and Computer Glossary; Search Engines.


Suggested Readings:


  1. The Computer Book: An Introduction to Computers and Computing; Robin Bradbeer; Peter De Bono; British Broadcasting Corporation.

  2. Introduction to Computer Graphics; Krishnamurthy; Tata McGraw Hill.

  3. Introduction to Computer Science; Ramon A. Mata-Toledo; Pauline K. Cushman; Tata McGraw Hill.

  4. Discovering Computers: Fundamentals; Gary B. Shelly; Misty E. Vermaat


SYLLABUS

BACHELOR OF JOURNALISM; ADVERTISING AND MASS COMMUNICATION

SEMESTER – I


VISUALIZATION


Sub. Code: BJMC-105 Credits: 03


Total Marks: 100 Minimum Pass Marks: 40%


Internal Assessment: 40 Marks University Examination: 60 Marks


Unit 1: Introduction to Visualization

Understanding the Photographic Frame and Image; Basics of Composition: The Golden Principle; History of Image in Ancient; Medieval and Modern Art; Use of Black and White vs. Use of Color; Understanding Form and Formlessness; Making a Frame from Blank to Finish; Interpreting Word for Visual; Storyboarding.


Unit 2: Still Photography

Understanding the Photographic Image; History of Image and Still Cameras; Understanding Light; Making the Best of Natural Light; Electromagnetic Spectrum: Visible Spectrum; Absorption; Reflection; Transmission; Refraction; Dispersion; Film Formats; Lenses; Basics of Image Formation: Angle of View; Perspective and its Control; Aperture; Shutter Speed; Tripods and Accessories; Exposure; Light Meters; Flash Photography; Basic B&W Printing; Basic Rules of Composition; Working with Color; Understanding Light for Color; Filters; Shooting Transparencies.


Unit 3: Introduction to the Video Camera

The Eye and the Process of Seeing; Binocular Vision; Perception of Color; Persistence of Vision; Adaptive Properties of the Human Eye; Analysis and Synthesis of Motion; Introduction to Video Camera: Anatomy of a Video Camera; Basic Design; Functions and other Accessories; Practical Familiarization with Professional Video Camera; Operational Practice with Static and Mobile Camera; Shooting in Outdoor with Available Lights and use of Reflectors.


Suggested Reading:

  1. Ways of Seeing; John Berger; Penguin Books.

  2. Preparing Design for Print; John Lynn; North Light Books.

  3. Basic Design and Layout; Swann Allan; North Light Books.

  4. Art and Visual perception; Rudolph Arnhiem; University of California Press.

  5. Basic Photography; M. J. Langford; Focul Press.

  6. Manual for Photography; Jacobson; Focal Press.


SYLLABUS

BACHELOR OF JOURNALISM; ADVERTISING AND MASS COMMUNICATION

SEMESTER – I


BUSINESS & CORPORATE SOFT SKILLS


Sub. Code: BJMC-106 Credits: 03


Total Marks: 100 Minimum Pass Marks: 40%


Internal Assessment: 40 Marks University Examination: 60 Marks


Unit 1: The Mind

Positive Thinking and Attitude; Motivation; Character Building; Self Esteem; Goal Setting.


Unit 2: Effective Communication

English Conversation; Pronunciation; Voice Modulation; Stressing and Stretching; Accent Improvisation; Facial Expressions; Body Language; Writing Skills.


Unit 3: Business Etiquettes

Office Etiquettes; Phone Etiquettes; Dining Etiquettes; Party Etiquettes.


Unit 4: Corporate Look

Office Wear; Meetings/Interviews; Business Presentations.


Unit 5: Executive Skills

Writing a Profile: Personal; Company; Group Discussion; Facing an Interview; Business

Presentation Skills.


Unit 6: Special Corporate Skills

Interpersonal Relationship; Leadership Qualities; Time Management; Stress Management.


Suggested Readings:


  1. Business Communication: Process & Product, Mary Ellen Guffey, Cengage.

  2. Business Communication, A. C. "Buddy" Krizan, Patricia Merrier, Joyce P. Logan, Karen Schneiter Williams, Cengage.



Semester II


SYLLABUS

BACHELOR OF JOURNALISM; ADVERTISING AND MASS COMMUNICATION

SEMESTER – II


INDIAN GOVERNMENT AND POLITICS


Sub. Code: BJMC-201 Credits: 04


Total Marks: 100 Minimum Pass Marks: 40%


Internal Assessment: 40 Marks University Examination: 60 Marks


Unit 1: Indian National Movement

Mutiny of 1857; Struggle for Independence; Attainment of Independence; Contribution of National Leaders; Indian Constitution; Ideological Basis of Indian Constitution; Fundamental Rights; Duties and Directive Principles; Constitution as an Instrument of Socio-Economic Change; Press and the Indian National Movement.


Unit 2: Structures and Processes

Government Making; Working of the Parliamentary System; Functions of Parliament; State Executive; Federalism: Theory and Practice in India; Separatism; Revolution and the Development of the Local Self-Government in India; Panchayati Raj; Panchayati Raj Act; 1992; Urban Bodies; Women in Panchayati Raj.


Unit 3: Party System in India and Electoral Reforms

Nature of Party System; Major National and Regional Parties; Effects of Fragmentation of Parties; Electoral Systems in India; Communalism: Problems and Trends Centre State Relations; Election Commission; Electoral Reforms.


Unit 4: Indian Judiciary and Judicial Reforms

Indian Judiciary; Judicial Reforms; Judicial Activism; Public Opinion and Mass Media; Pressure Groups; Peasant Movements.


Unit 5: Social Causes of Problems in Indian Society

Fundamental Problems of Indian Society: Social Problems and Social Disorganization; Study of Indian Social Problems Nature of Social Problems in India-Social Problems; Social Problems and Social Disorganization; Social Organization and Change; Cause Of Social Change; Causes of Social Disorganization.


Unit 6: I & B Ministry

Information and Broadcasting Ministry: Overview; International Cooperation; India News Pool Desk and Non-Aligned News Agencies Pool; Prasar Bharati: Prasar Bharati Act; 1990.

Suggested Readings:


  1. Indian Government and Politics, Dharam Chand Gupta, South Asia Books.

  2. Indian Government and Politics: Basic Framework and State Structure, J. C. Johari, Vishal Publication.

  3. Indian government and politics,  A. T. Philip, K. H. Sivaji Rao, Concept Publishing Co.

SYLLABUS

BACHELOR OF JOURNALISM; ADVERTISING AND MASS COMMUNICATION

SEMESTER – II


STILL PHOTOGRAPHY


Sub. Code: BJMC-202 Credits: 04


Total Marks: 100 Minimum Pass Marks: 40%


Internal Assessment: 40 Marks University Examination: 60 Marks


Unit 1: Introduction to Photography

Beginning of Photography; People who shaped up Photography.


Unit 2: Camera; Lenses & Accessories - I

What a Camera; Types of Camera; TLR; APS & Digital Cameras; Single-Lens Reflex Cameras.


Unit 3: Camera; Lenses & Accessories - II

Photographic Lenses; Using Different Lenses; Filters.


Unit 4: Exposure & Light

Understanding Exposure; Exposure in Practical Use.


Unit 5: Photogram

Introduction; Making Photogram.


Unit 6 Darkroom Practice

Introduction to Basic Printing; Photographic Papers; Chemicals for Printing.


Suggested Readings:


  1. Still Photography: the Problematic Model, Lew Thomas, Peter D'Agostino, NFS Press.

  2. Images of Information: Still Photography in the Social Sciences, Jon Wagner,

  3. Photographic Tools for Teachers: Still Photography, Roy A. Frye.

SYLLABUS

BACHELOR OF JOURNALISM; ADVERTISING AND MASS COMMUNICATION

SEMESTER – II


LIVE PERFORMANCE TECHNIQUES


Sub. Code: BJMC-203 Credits: 04


Total Marks: 100 Minimum Pass Marks: 40%


Internal Assessment: 40 Marks University Examination: 60 Marks


Unit 1: Indian National Movement


Unit 1: Communication

Significance of Communication in Human Life: Speech and Language as the Foundation of Thought and Society; Communication Skills in Contemporary Society; Defining Communication Dimensions of Communication: Verbal & Non-verbal Communication; Language; Oral and Written Communication; Formal Communication; Informal Communication; Intentional & Unintentional Communication.


Unit 2: English Language

English Conversation; the use of English; Where is the Problem? the Solution;; Beware of

Differences; How to Read; What to Read; Words People Get Wrong; English Pronunciation and Diction; How to Pronounce Correct English; the Sounds of English; Stressing and Stretching; Importance of Word Stress in English; Accent Improvisation ; American Accent; British Accent; Basic Difference; Relevance of Accent; Writing and Conversation Skills.


Unit 3: Voice and Voice Acting

Essentials of Voice; Resonance; Phonation; Interpretation; Pitch; Range; Volume; Time and

Rate; Voice Quality; Variety; Style; Using Your Voice Accents; the Power of the Voice; Relaxing; Breathing; Posture; Projecting; Diction; Pace; Emphasis and Intonation; Voice Control; Breath Control; Language Control; Amplification; Use of Microphone; Basics of Voice Culture; Singing Physical and Mental Fitness.


Unit 4: Facial Expressions and Body Language

The Look; Establishing Dominant Image; Facial Expressions; Body Language; Self Confidence; Appearance; Walking Patterns.


Unit 5: Public Speaking

Art and Craft of Public Speaking; Planning and Preparing an Oral Presentation; Gathering Information and Materials; Audience Analysis; Using Flip Charts for Presentation; Usage of Transitions; Purpose of Transition; Impromptu and Extemporaneous Speaking; Presentation Skills.


Unit 6: Poetry and Play Reading Session


Unit 7: Radio; TV and Stage Presentation

Who is a Presenter; Pre-Requisites to Be a Presenter; a Presenters Working Day; Qualities of A Presenter; How to Look and How to Act; Dressing for Radio; Dressing for TV; the Right Look at Right time; Movement ; Moving Figure; Body in Motion; Motivation in Movement; Characteristics of Movement; Reading on Auto Cue; Essentials of TV.


Unit 8: Etiquettes

Business, Social, and Party Etiquettes.


Unit 9: A Positive YOU

Optimism and Internal Beauty.


Suggested Readings:


  1. Writing for Television and Radio, Robert L. Hilliard, Hastings House.

  2. The Power of Body Language: How to Succeed in Every Business and Social Encounter, Tonya Reiman, Pocket Books, 2008.

  3. Etiquettes, Daniel Boulanger, Gallimard Publication.

  4. The Cambridge Encyclopedia of the English Language, David Crystal, Cambridge University Press.

  5. Modern Recording Techniques, David Miles Huber, Robert E. Runstein, Focal Press.

  6. Effective Presentation Skills: a Practical Guide for Better Speaking, Steve Mandel, Viva Books Private Limited.

  7. The MIDI Manual: a Practical Guide to MIDI in the Project Studio, David Miles Huber, Focal Press


SYLLABUS

BACHELOR OF JOURNALISM; ADVERTISING AND MASS COMMUNICATION

SEMESTER – II


REPORTING AND EDITING


Sub. Code: BJMC-204 Credits: 04


Total Marks: 100 Minimum Pass Marks: 40%


Internal Assessment: 40 Marks University Examination: 60 Marks


Unit 1: Introduction

NEWS: What Makes News? Definitions, News Values: Timeliness, Proximity, Impact, Consequence, Novelty, and Conflict; What it Takes to be a Reporter; Structures of News Story: 5Ws and 1H; Inverted Pyramid Style of News Writing; News Intro and Headlines; Types of Intros; Importance of Headlines.


Unit 2: Sources of News

Primary Sources and Secondary Sources; Press Releases; Press Conferences; News Agencies; Interviews: Types of Interviews and Tips on Interviews; in-Depth Reporting; Political Reporting; Covering Sports; Covering the Court; Election and Polls.


Unit 3: Editing

Functions and Qualities of a Sub Editor; Copy Editing; Editing and Rewriting Process; Guidelines for Copy Writing; Understanding the Style Guide; House Style; Editing Wire Copies; News vs. Feature Treatment.


Unit 4: Elements of News Story

Pictures, Compiles, and Rewrites; Writing Headlines: Types of Headlines, Functions of Headlines; Criteria for News Worthiness; Red Herrings; Press Council Guidelines; Freedom of Press; Journalistic Ethics; Reporting Editing Terminologies.


Suggested Readings:


  1. Investigative Reporting and Editing, Paul N. Williams, Tata McGraw Hill.

  2. The Mass Media: Reporting, Writing, Editing, William L. Rivers, Harper & Row Publishers.

SYLLABUS

BACHELOR OF JOURNALISM; ADVERTISING AND MASS COMMUNICATION

SEMESTER – II


WRITING FOR MEDIA


Sub. Code: BJMC-205 Credits: 04


Total Marks: 100 Minimum Pass Marks: 40%


Internal Assessment: 40 Marks University Examination: 60 Marks


Unit 1: Introduction to Writing

What is Writing? Concept of Writing; Philosophy; the act of Writing; Evolution of Writing; Different Aspects in the Evolution of Writing as Technology and as an Art; Writing for Media as an Art. Medium of Writing; the Write Spirit.


Unit 2: Research: Sources of News Gathering

Primary Sources and Secondary Sources; Finding and using News Sources; Recognizing the Sources; Getting Acquainted; Sources of News; News Sources and Solutions; at the Scene; Making Phone Calls; Stringers; Tipsters; Employee Inputs; Eye Witnesses; Do Cameras Influence Eye Witnesses; Researching The Story: Press Officers; Spin-Doctors; Experts; Ordinary People; Reference Books and Archives; Contact Book; E-Mail; Newsgroups; News Agencies; Hard News and Soft News.


Unit 3: Grammar

Basic Grammar Skills: Verbs, Adverbs, Nouns, Pronouns, Conjunctions, and Interjections; Compound Words; Adjectives; Prepositions and Punctuation. Active and Passive; Compound and Complex Sentences. Use of Abbreviations; Synonym’s; Antonyms; Phrases.


Unit 4: Writing Styles

The Importance of Style: an Overview; the Fog Index; Write the Way You Talk; Metaphors are More Fun; Clarity; a Personal Style; Write Better than You Talk; Write with Your Ears; Words and Phrases; Sentences and Paragraphs; Figures of Speech; House Style; Writing For Various Media; Writing for Print Media; Writing for Radio; Writing for Television; Writing for Web; Writing for Advertisements..


Unit 5: Types of Writing

Fiction and Non Fiction Writing; Tools for Non Fiction; Description; Interviews: Introduction, Why am I Interviewing? Who should I Interview? How Many Sources are Enough? When should I Interview? Where should I Interview? What should I Interview: How should I Interview; Taking Notes; Final Thoughts; Writing the Interview Story; Feature Writing: What is a Feature? Types of Feature, Structuring and Developing a Feature; Writing Subject Feature; Writing Controversial Feature; Writing Opinion Feature; Business Writing: Introduction; Who is the Audience? Headlines, Subheads, Executive Summary, PR Writing; Finding PR Gigs; Press Releases; Organizing the Information for Easy Writing.


Suggested Readings:


    1. Media Writing Manual: Print, Broadcast and Public Relations, W. Richard, Whitaker, Janet E. Ramsey, Ronald D, Routledge.

    2. Writing for the Media, F. Nel, Kerry Swift, Les Aupiais, Mail & Guardian.

    3. Basic Media Writing, Melvin Mencher, McGraw Hill.

    4. Writing for the Mass Media, James Glen Stovall, Prentice Hall.

    5. Writing Space: The Computer Hypertext and the History of Writing; Botter .J. David; Lawrence Erlbaum Associates; 1996

SYLLABUS

BACHELOR OF JOURNALISM; ADVERTISING AND MASS COMMUNICATION

SEMESTER – II


COMPUTER APPLICATION II


Sub. Code: BJMC-206 Credits: 04


Total Marks: 100 Minimum Pass Marks: 40%


Internal Assessment: 40 Marks University Examination: 60 Marks


Unit 1: Web Design:

Evolution of Web Design; Web Design: Definition; Types; Abstracts & Visual Groupings; Web Design Elements; Web Site; Design & Layout; Images & Color; Web vs. Print; Design Principles.


Unit 2: HTML

Introduction to Internet; Introduction to HTML; Evolution of HTML; HTML Elements; Forms; Tables & Frames.


Unit 3: Flash

Introduction to Flash; Flash Tool Box; Applying Color; Working with Text; Timeline; Creating Flash Graphic; Symbols; Instances & Library; Animation; Sound; Publishing Flash Movies:


Unit 4: Dream-weaver

Introduction to Dream-weaver; Building a Site; Understanding Paths; Objects Panel and Color; Text and Image Formatting; Table Formatting; Layers & Timelines; Frames; Links and Navigation; Rollover; Image Maps; List; Forms in Dream-weaver.


Suggested Readings:


  1. Computer Applications, Geoffrey Knight, Cambridge Communications Corporation.

  2. Introduction to HTML, Cheryl Price, Julia Wix, Software Publications

  3. The simple book: an introduction to internet management, Marshall T. Rose, PTR Prentice Hall.

  4. Flash: An Introduction, Kate Williams, DK Publishing.

  5. Dreamweaver: An Introduction, Brian Cooper, DK Publishing.

  6. The Essential Guide to CSS and HTML Web Design, Craig Grannell, Apress L. P.



Semester III


SYLLABUS

BACHELOR OF JOURNALISM; ADVERTISING AND MASS COMMUNICATION

SEMESTER – III


ADVANCED REPORTING


Sub. Code: BJMC-301 Credits: 04


Total Marks: 100 Minimum Pass Marks: 40%


Internal Assessment: 40 Marks University Examination: 60 Marks


Unit 1: Basics of Reporting

Difference between Print and Television Reporting; Meaning of News; Characteristics of Reporter; Resources for Reporting; Importance of Research for Reporters; Press Officers; Spin Doctors and Experts; Follow-Ups in Journalism.


Unit 2: Practical Reporting Skills

Listening and Note-Taking Skills; Structure of a News Report; Importance of Interviews; Techniques of Conducting Interviews.


Unit 3: Tools of Reporting

Maintaining Focus; Rewriting; Writing Tools; Concise Reports; Narrative and Dramatic Report
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