Department of

Visual Communication

[Link]. - Visual Communication

SYLLABUS

Effective from the Academic Year 2016-2017

LOYOLA COLLEGE (Autonomous)

Ranked 2 in INDIA RANKING 2017 - NIRF
'College of Excellence' Status Conferred by UGC in 2014
Re-accredited with 'A' Grade (3.70 CGPA) by NAAC in 2013
Chennai - 600 034
 RESTRUCTURING-2016 (2016-17 batch ONWARDS)
PG - Arts / Science / Commerce / Social Work
Summer
Part Semester 1 Semester 2 Semester 3 Semester 4 Total Hours
Vacation
Major Core 30(20 C) 24(20 C) –– 20(15 C) 30(24 C) 104(79 C)
(MC)
Elective ––
Subject (ES) –– 4(3 C) –– 4(3 C) 8(6 C)

Inter -
–– –– –– 6(5 C) –– 6(5 C)
Disciplinary (ID)
Self study Outside class
hours(2C) (2 C)
Paper (SSP)
Summer Training 3 to 4 weeks
–– –– –– –– (1 C)
Program (STP) (1 C)
Life Skills 2h + 2h# 2+2# (2 C)
–– –– –– ––
Training (LST) (2 C)
Extension –– –– ––
LEAP LEAP(3 C) (3 C)
Activities
Total Hours 30 (20 C) 30+2# (23+5 C) –-(1 C) 30 (23+2 C) 30 (24 C) 120+2#
(Total Credits) (90+6+2*)C
Note: A theory paper shall have 5 to 6 contact hours and a practical session shall have 3 to 5 contact hours.
 New format of the subject codes from the
2016 regulation

Subject codes are 10 characters long:

 1st & 2nd digits – last two digits of regulation year in YY format
(If 2016, it will be 16).
 3rdalphabet: U – UG / P – PG / M – [Link]. / D – Ph.D.
 4th & 5thalphabets: department wise program code(example –
MT / CO / HT…..)
 6th digit: Semester for UG/ PG / [Link]. and year for Ph.D.
 7th & 8th alphabet: Category of paper or group of category of
papers (GE/RL/OL/HE/OR/AL /ES/SK/MS/CM/CC/ ……)
 8th & 9th digits: subject number range (01 to 99).

For example,
Example 1:16UCH1MC01 Example 2:16PCO2ID01
16 – Admitted in 2016 16 – Admitted in 2016
U – UG student P – PG student
CH – Chemistry Student CO – Commerce Student
1 – 1st Semester subject 2 – 2nd Semester subject
MC01 – Major paper ID01 – Inter disciplinary paper

 For subjects which are carried forward from one regulation to the
next, the rst two digits representing the regulation alone will
change.
 Subjects which are not carried forward from one regulation to the
next, will not appear in the new regulation.
 For new subjects which need to be added to a regulation, a new
subject code must be created in continuation of the last created code
under that type/category.
 Subject codes which are identical (except for the rst two digits
which represent the regulation year) are treated as equivalent for the
purpose of syllabus / question paper setting / conducting
examination / etc.
 MSc. Visual Communication
S. SUBJECT
SUBJECT TITLE
NO CODE

1 16PVC1MC01 IMAGE AND IMAGINATION

2 16PVC1MC02 MEDIA TECHNOLOGIES

3 16PVC1MC03 SCIENCE AND ART OF LIGHT

DEVELOPMENT
4 16PVC1MC04
COMMUNICATION

5 16PVC1MC05 COMMUNICATION THEORIES

6 16PVC2MC01 FILM STUDIES

7 16PVC2MC02 WRITING FOR MEDIA

8 16PVC2MC03 SCIENCE AND ART OF SOUND

9 16PVC2MC04 VISUAL METHODOLOGIES

10 16PVC2ES01 DIGITAL DESIGN

11 16PVC2ES02 TELEVISION PRODUCTION

12 16PHE2FC01 LIFE SKILLS TRAINING

CONTEMPORARY
13 16PVC3MC01
ADVERTISING

COMMUNICATION RESEARCH
14 16PVC3MC02
METHODS

PUBLIC RELATIONS AND

15 16PVC3MC03
EVENT MANAGEMENT

16 16PVC3ES01 COMPUTER GRAPHICS

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 ADVANCED EDITING AND
17 16PVC3ES02
PRODUCTION

WEB AND INTERACTIVE

18 16PVC3ID01
MEDIA

SUMMER TRAINING
19 16PVC3TP01
PROGRAMME

INTEGRATED MARKETING
20 16PVC4MC01
COMMUNICATIONS

21 16PVC4MC02 MEDIA MANAGEMENT

22 16PVC4MC03 MEDIA LAWS AND ETHICS

23 16PVC4MC04 NEW MEDIA STUDIES

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 16PVC1MC01 IMAGE AND IMAGINATION
SEMESTER I CREDITS 4
CATEGORY MC(T) [Link] HOURS/ WEEK 6

Objective: To provide knowledge of images and the know-

how of image creation and to think imaginatively.
UNIT 1: Introduction to Image and Imagination, Form and
Content, Context, Code, Colour, Images in Sequence and
Sound. Types and Stereotypes.
UNIT 2: Elements and Structures of Visual Design -
Construction of Visual Image - Structure of our Visual Field
- Figure organization - Attraction and Attention Value - The
Organization of Figure Elements - Types of Grouping -
Principles of Visual Aesthetics.
UNIT 3: Linear and Lateral thinking - Holistic Visual
thinking, Creativity and Creative Process, Techniques of
Imagination.
UNIT 4: Media Forms and Techniques, Understanding
various Media Forms - Theatre, Dance, Sculpture, Print,
Audio-Visual.
UNIT 5: Image and Perception. Selection, Gestalt Grouping
- Contours. Memory and Association, Personality and
Perception, Rhetoric.
Methodology: Classroom lectures coupled with Group
Discussions and Interactions.
Evaluation: Internal 50%: CA I & II = 35marks; and
Assignments = 15marks.
External 50%: Semester Examination written = 100 marks.

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Key Texts:
1. Alan Pipes, [2003] Foundations of Art and Design,
Laurence King Publishing, London.
2. Kulin Annette, [1985] Power of the Images,
Routledge and Kegan Paul, London.
3. Kincaid, Lawrence and Wilbur Schramm, [1974]
Fundamentals of Human Communication, East West
Communication Institute, Honolulu.
4. John Berger, [1972] Ways of Seeing, BBC and
Penguin, London.
Books for Reference:
1. Nick Lacy, [1998] Images and Representation,
Macmillan, London.
2. Stuart Price, [1993] Media Studies, Pitman, London.
3. Richard Zakia, [1997] Perception and Imaging, Focal
press. Oxford.
4. Robert Gillam Scott, [1951] Design Fundamentals,
McGraw-Hill Book Company, London.

16PVC1MC02 MEDIA TECHNOLOGIES

SEMESTER I CREDITS 4
CATEGORY MC(T) [Link] HOURS/ WEEK 6

Objective:

 To understand the importance of technology in

organizations
Unit 1:Information and communication - Theories &
models, Characteristics of Information, Communication
channels, barriers to communication. Information transfer:
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Information flow, generation and diffusion patterns;
Information transfer cycle, emerging trends in information
transfer.
Unit 2:Broadcast technology: Radio waves –Frequency-
Carrier waves-Modulators-Amplifiers-Transmitters-Radio
receivers-Block diagram of broadcasting- Modulation and
Demodulation Modulation - Pulse-Code Modulation -
Modulation -AM Radio Broadcasting -Shortwave
Broadcasting-FM Radio Broadcasting - Audio Compression
and Source Encoding – types of Audio file formats and its
features
Unit 3:Introduction to Video and Image Processing: Image
Acquisition-Color Images-Point Processing-Segmentation in
Video Data-Video file formats and its features. Telecast
technology: Satellite communication technology-Uplink and
Downlink devices-Transponders-DTH-Block diagram of
telecast technology.
Unit 4 :Storage and retrieval mechanism: Magnetic and
Optical storage devices- Databases and information retrieval-
CD-DVD ROM- USB drives-On-line information retrieval-
Cloud Computing-Creative Cloud-Display technology: CRT,
[Link], AMLED etc-video wall.
Unit 5: Overview of information Technology: Searching for
resources- Database management systems, National and
International information sources, services etc. -Introduction
to e-marketing and e-governance-ERP system-Information
security-Cybercrime.
Methodology: Classroom lectures coupled with Group
Discussions and Interactions.
Evaluation: Internal 50%: CA I & II = 35marks; and
Assignments = 15marks.
External 50%: Semester Examination written = 100 marks.
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Key Texts:
1. Thomas B. Moeslund[2012], Introduction to Video
and Image Processing, Springer-Verlag London
Limited
2. William H. Ditton, ICT – Vision and Reality Oxford
University Press
3. Everett M. Rogers[2010] Diffusion of Innovations
Free press Macmillan Publishers, New York
4. Walter Fischer[2010]Digital Video and Audio
Broadcasting Technology Springer-Verlag Berlin
Heidelberg
References:
1. Nikki Gamble& Nick Easingwood, ICT and Literacy-
ICT Media Reading and Writing, Continuum Press,
London
2. Bedi Singh, Srivatsava, Government @ net, SAGE
Publications, New Delhi.
3. Agarwala Tiwari, Information Technology and E-
governance in India, Macmillan Publishers, Delhi.
4. Christine Bellamy and John A. Taylor, Government
in Information Age, Open University Press, London.
5. Paul Gosling, Government in the Digital Age(1997),
Bowerdean Publishing Company Limited, New York.

16PVC1MC03 SCIENCE AND ART OF LIGHT

SEMESTER I CREDITS 4
CATEGORY MC(L) [Link] HOURS/ WEEK 6

Objectives:

 To understand the importance of light for different

mediums and its usage in the creative fields.
Unit 1: Basic understanding of light. Physics of light -Light
is a medium - new technology in lighting
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Unit 2: Lighting. Aesthetics. Language of lighting. Lighting
and its effect on moods. Light and perception. Composition.
Colours and lights
Unit 3: Lighting for Stage: Stage Setup. Understanding the
Console. Different types of lighting instruments. Lighting
Production for Play. Production for Stage shows.
Unit 4: Understanding Camera for Lights. Lighting &
Composition. Different Lighting Techniques. Lighting
instruments for Photography Studios. Light Measuring
Devices. Studio Lighting Setups and Outdoor Lighting
Setups for photography. Lighting in Post Processing.
Unit 5: Lights in Television studios & Film Industry:
Lighting Equipments for Video. Lighting Techniques for
Television Studios and Outdoor Lighting. Visual Narration
through lights. Lighting for Visual Effects.
Methodology: Practical Sessions coupled with group
discussions and presentations.
Evaluation: Internal 50%: CA I & II = 35marks and
Assignments 15marks.
External 50%: Semester examination Practicals 100 marks
Key Texts:
1. Chetan Amfire (e-book), The Theory of Light,
Partridge Publishing, India.
2. Neil van Niekerk [2013], Direction & Quality of
Light: Your Key to Better Portrait Photography
Anywhere, Amherst Media, New York.
3. David Landau [2014], Lighting for Cinematography:
A Practical Guide to the Art and Craft of Lighting for
the Moving Image (The CineTech Guides to the Film
Crafts), Bloomsbury Academic, New York.

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 4. Steven Louis Shelley, A Practical Guide to Stage
Lighting, 3rd Edition, Focal Press, U.S.

Books for Reference

1. Herbert Zettle [2006], Television Production
Handbook, 9th Edition, ThomsonWadsworth, USA.
2. Susan M. Winchip, Fundamentals of Lighting, 2nd
Edition, Fairchild Books, Canada.

16PVC1MC04 DEVELOPMENT COMMUNICATION

SEMESTER I CREDITS 4
CATEGORY MC(T) [Link] HOURS/ WEEK 6

Objectives:

 To acquire skills in development communication, and

to use it for social change.
Unit 1: Development Communication-a brief outline.
Shifting Horizons. Mainstream Development Discourse.
nformation Capitalism. Participatory Communication.
Holistic social development; Empowerment of the people.
Unit 2: Evolution of the Theory and practice of
Development Communication- International and Indian
models. Millennium Development Goals
Unit 3: Media and Mediation. Participatory Engagement.
Critical perspectives on Communication and Development:
Dominant paradigm of development, modernization
approach. Information and communication technologies for
rural development.
Unit 4: Communication for Social change- role of a
communicator in the process of social change. Inclusive
Society. Community-centric intervention. Folk forms and
Third theatre. Alternative media for social change. Using
social networks for change, Strategy for social campaigns.

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Unit 5: Development Organizations–National and
International; Resources for development- funding agencies;
Development as a career.
Methodology
Classroom lectures coupled with practical sessions and
campaigns.
Evaluation
Internal 50%: CA I & II = 35marks and Assignments =
15marks.
External 50%: Semester examination written = 100 marks
Key Texts
1. Dipankar Sinha (2013), Development
Communication, Orient Blackswan Pvt. Ltd., New
Delhi.
2. Emile G. McAnany, [2012] Saving the World: A
Brief History of Communication for Development
and Social Change, University of Illinois Press.
3. Jan Servaes [2008] Communication for Development
and Social Change, Sage Publications New York.
4. Alfonso Gumucio - Dagron (Ed) & Thomas Tufte
(Ed) [2006] Communication for Social Change
Anthology: Historical and Contemporary Readings,
Communication for Social Change Consortium, Inc,
New Jersey, U.S.
5. Karin Gwinn Wilkins, [2000] Redeveloping
Communication for Social Change, Rowman &
Littlefield Publishers, Manyland.
6. Ricandio Ramireng Wendy Quarry, [2009]
Communication for Another Development: Listening
Before Telling (Development Matters) Zed Books,
London.

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 7. Mohan J. Dutta, [201] Communicating Social
Change: Structure, Culture, and Agency,
Communication Series, Routledge, New York.
Books for Reference
1. Srinivas R Melkote, [2000] Communication for
Development in the Third World, SAGE
Publications.
2. Maglaland Demetrio (Ed), [1976] From the Village
to the Medium - An Experience in Development
Communication, Communication for Asia,
Philippines.
3. Desmond A. D’Abreo, [1990] Voice of the People -
Communication for Social Change, Culture and
Communication, Madras.
4. Sadanand Menon and Shirly, Perspectives in
Development Communication.
5. Augusto Boal, [2000] Theatre of the Oppressed,
Pluto Press, London.
6. Durga Das Mukhopadhyay, [1994] Folk Arts and
Social Communication, Publication Division, New
Delhi.
16PVC1MC05 COMMUNICATON THEORIES
SEMESTER I CREDITS 4
CATEGORY MC(T) [Link] HOURS/ WEEK 6

Objective: To provide a basic understanding of important

communication theories so as to equip the students with
concepts and perspectives in the subject.
UNIT 1: Communication and mass communication-
definition, Types and Characteristics, Concepts and Models
of Mass Communication. Brief History of Theories and
Models.

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UNIT 2: Magic bullet, Hypodermic Needle and Stimulus
Response Theories - One-step Flow Two step flow, and
Multi-step Flow Theories, Albert Bandura’s Social Learning
Theory.
UNIT 3: Uses and Gratifications Theory - Spiral of Silence
Theory - Consistency Theories - Agenda Setting - Gate
Keeping and Framing, Normative Theories of Mediad.
UNIT 4: Media dependency Theory - Stephenson’s Play
Theory-Modeling Behaviour Theory - Stalagmite Theories -
Cognitive Dissonance Theory, Media & Violence.
UNIT 5: Social learning theory-Uncertainty reduction
theory-Social cognitive theory- Protection motivation theory-
Health belief model.
Methodology: Class lecture coupled with group discussions
and presentations. (Teaching mode can be on blackboard
(Chalk).
Evaluation: Internal 50%: CA I & II = 35marks and
Assignments 15marks. (Theories that are not in syllabus can
be given as assignments), External 50%: Semester
examination written 100 marks
Key Texts:
1. West, R., & Turner, L. H. [2004] Introducing
communication theory: Analysis and application.(2nd
ed.), McGraw-Hill. Boston, MA:
2. Berger, Arthur Asa [1995] Essentials of Mass
Communication Theory SAGE Publications, London.
3. McQuail Dennis, (2002) McQuail’s Reader in Mass
Communication Theory, Sage Publications, New
Delhi.
4. McQuail Dennis, (1984) Communication, Routledge,
New York.

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 5. Williams Kevin, (2003) Understanding Media
Theory, Press Inc, New York.
16PVC2MC01 FILM STUDIES
SEMESTER II CREDITS 5
CATEGORY MC(T) [Link] HOURS/ WEEK 6
Objective:
 To develop an understanding and appreciation of
International and Indian films in terms of their
genres.
Content:
Unit 1 Introduction to Film Studies, , Schools of world
cinema. German Expressionism, Russian Formalism,
Realist, Neo-realist, Classical, New Wave, Film Theories -
Post-Modernism, Auteur, Apparatus, Feminist, Marxist,
Psycho analyst.
Unit 2 Film Genres - Western film genres, Indian film
genres, South Indian film genres, Film Form, Film Sense,
Narrative, Style, Meaning, Cinematography, Editing,
Lighting, Mise en Scene.
Unit 3 Film Language. Film making, Classical Hollywood,
The Rise of Stars, Studio system, American Cinema and the
Rise of the Blockbuster, Indie Movements.
Unit 4 Indian & World Film Festivals,
Unit 5. Filmmakers - Past and present, Western, Eastern
(Indian, Asian, African, Hollywood, European, etc.) future
film.
Methodology: Class lecture coupled with group discussions
and presentations.

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Evaluation: Internal 50%: CA I & II = 35marks and
Assignments 15marks.
External 50%: Semester examination written 100 marks
Key Texts:
1. David A. Cook, [1990]
2. History of Narrative Film, W. W. Norton and
Company, New York.
3. Geoggery Newell - Smith ed., [1996] The Oxford
History of World Cinema, Oxford, London
4. K. Naresh Kumar, [1995] Indian Cinema, Ha#ranand
Publications, New Delhi.
5. Robert B. Kolker, [1983] The Altering Eye –
Contemporary International Cinema, Oxford
University Press, London.
References:
1. Thomas Schatz, [1981] Hollywood Genres, Random
House, New York.
2. Chidananda Das Gupta, [1981] Talking About Films,
Orient Longman Ltd, New Delhi.
3. M. Madhava Prasad, [1998] Ideology of Indian Film,
Oxford, Calcutta.
4. K. Moti Gokulsingh & Wimal Dissanayake, [1998]
Indian Popular Cinema, Orient Longman, New Delhi.

16PVC2MC02 WRITING FOR MEDIA

SEMESTER II CREDITS 4
CATEGORY MC(L) [Link] HOURS/ WEEK 6
Objectives:
 To expose students to the Art of Writing media.
UNIT 1: The art of writing: Understanding the audience,
context for writing, categories and characteristics of writing.
History and processes of word making and change of
meaning, perspective writing. Conventional writing- telling
the story, writing for a mass audience.

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UNIT 2: Writing for cinema: Screenplay writing: narrative
structure, stages of screenplay, sources of screenplay,
characterization.
UNIT 3: Writing for Radio: Understanding the medium for
hearing, Radio and its different genres. The Fiction and
nonfiction writing for radio.
UNIT 4: Writing for Television. Writing for fiction and
nonfiction in Television. Writing for various genres of
television i.e., Game shows, Reality shows VJ script. Writing
for news, News writing- news angle, multi-angled stories,
feature openers, development of story, news formula, sign
posting, accuracy and field work.
UNIT 5: Writing for new media: Writing for websites, blogd
and social media platforms.
Methodology:
 Exercises in writing for different media and using it
in the concerned media.
Evaluation: Internal 50%: CA I & II = 35marks and
Assignments 15marks.
External 50%: Semester examination Viva 30 and Project 20
marks.
Key Texts:
1. Robert Hilliard, [1982] Writing for Television and
Radio, Hasting House, New York.
2. Timothy Gerard, [1997] Writing for Multimedia:
Entertainment Education, Training, Advertising and
World Wide Web, Focal Press, Oxford.
Books for Reference:
1. Rosemary Horstmann, [1991] Writing for Radio, A
and C Black, London.
2. Gerald Kelsey, [1990] Writing for Television, A and
C Black, London.
3. J. Michael Stracynski, [1982] The Complete Book of
Script writing: Television, Radio, Motion Pictures,
The stage Play, Writers’ Digest Books, London.
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 4. David Keith Cohler, [1985] Broadcast Journalism: A
Guide for the Presentation of Radio and Television
News, Prentice-Hall. New Jersey
5. Jill Dick, [1996] Writing for Magazines, A and C
Black, London.
6. Books by William Zinsser on Writing.
7. Books and workbooks by Syd Field on Writing for
Screen.

16PVC2MC03 SCIENCE AND ART OF SOUND

SEMESTER II CREDITS 4
CATEGORY MC(L) [Link] HOURS/ WEEK 6

Objectives:

 To understand the importance of sound for media to

creatively apply sound in different projects in media.

Unit 1: Principles - Definition and nature of Sound -

Psychophysics of sound - Principles of sound-properties of
sound-velocity-surface.
Unit 2: Equipment - Microphones, Mixers and Consoles,
and Loudspeakers - Analog and Digital Recording - Signal
Processing - Monitoring.
Unit 3: Sound Design - production: synchronization, field,
staged, music and studio production - Postproduction:
dialogue, sound effects, and music–editing-mixing and
recording.
Unit 4: Production of Multichannel Sound: DTS, Dolby
digital, Mono, Stereo.
Unit 5: Radio genres and formats - types of radio
programming - Radio talks, features, discussions, interview -
special audience programme.

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Methodology: Class lectures coupled with group discussions
and presentations.
Evaluation: Internal 50%: CA I & II = 35marks and
Assignments 15marks.
External 50%: Semester examination Viva 30 and Project 20
marks.
Key texts:
1. Philipe, Brain, [2005] Lynn-Programming for TV
and Internet, Focal Press, London.
2. Alten Stanley, [2013] Audio in Media, Language
Learning New Jersey, Belmont.
3. Nisbett Alec, [1979] The Technology of Sound
Audio, Focal Press, London.
Books for Reference:
1. Clifford Martin, [1997] Microphones, Bluridge
Summit, Tab Books.
2. Woram John, [1989] The new Recording Studio
Handbook. ELAR Publishing New York.
3. Tremaine Howard, [2007] Audio encyclopedia, 2nd
Ed., H.W. SAMS Indianapolis.

16PVC2MC04 VISUAL METHODOLOGIES

SEMESTER II CREDITS 4
CATEGORY MC(T) [Link] HOURS/ WEEK 6
Objective:
 To introduce the student to the array of methods
which can be used to interpret visual images.

UNIT 1: Survey of visual- representation – vision –

Visuality – Scopic Regime – Occular Centrism - Visual
Culture – Simulacrum. Social Conditions and Effects of
Visual Objects. Ways of Seeing – Critical Visual

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Methodology. Sites & Modalities Production–Image–
Audiencing. Technological, Compositional & Social
Modalities.

UNIT 2: Compositional interpretation. Compositionality of

the Image. Production Technology. Compositional
Interpretation of Moving Images. Semiology - Sign and the
Meaning Making Process. Signs and Codes, Referent
Systems and Mythologies. Audiences and Interpretations.
Ideological analysis. Marxism and Louis Althusser. Social
Semiotics
UNIT 3: Psychoanalysis and Visuality. Subjectivity,
Sexuality and the Unconscious. Visual Pleasure, Laura
Mulvey, Mirror Stage, Freud, Lacan. Psychoanalytic
Feminism. Other representations of Feminity. Voyeuristic
gaze to Lacanian gaze. Gender and Media. Queer
Perspectives.
UNIT 4: Discourse and Visual Culture. Iconography–
Intertextuality – Discursive Formation – Power/Knowledge –
Regime of Truth – Institutional Apparatus and Technologies.
Discourse Analysis.
UNIT 5: Social life of Images. Materiality, Materialization
and Mobility. Recontextualization. The Effect of the Visual
Object.
Methodology: Classroom lecture coupled with group
discussions and presentations.
Evaluation: Internal 50%: CA I & II = 35marks and
Assignments 15marks.
External 50%: Semester examination written 100 marks
Key Texts:
1. Gillan Rose, [2007] Visual Methodologies, Sage
Publications, London.
2. Theo Van Leeuwen, Carey Jewitt, [2003] Handbook
of Visual Analysis, Sage Publications, London.

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Books for Reference:
1. Monaco, J. [2000] How to read a film: movies,
media, multimedia, Oxford University Press, London,
2. Berger Arthur Asa, [1998] Media Analyzing
Techniques, Sage Publications, New York.
3. Butler J., [1990] Gender Trouble, Routledge,
London.
4. Berger J., [1972] Ways of Seeing, BBC, London.

16PVC2ES01 DIGITAL DESIGN

SEMESTER II CREDITS 4
CATEGORY ES(L) [Link] HOURS/ WEEK 6

Objective:

 To introduce and help develop visual thinking for

Graphic Design.
Unit I Visual thinking and Designing - techniques, concept
development, composing, using objects, texture, colour and
space.
Unit II Typographic concepts for print, interactive and web
media.
Unit III Fundamentals of media elements, Internet and
concepts of digital image editing.
Unit IV Graphics creation - brand and corporate identity
manual, poster, brochure, label artwork presentation.
Unit V Interactive, navigation techniques and authoring
skills.
Methodology: Class room lectures coupled with lab works
on design projects.
Evaluation:
Internal 50%: CA I & II = 35marks and Assignments
15marks.
External 50%: Semester examination Viva 30 and Project 20
marks.
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Soft wares:
Adobe Photoshop, Adobe premiere, Adobe Illustrator, Coral
draw, Aftereffects, Digital Fusion, Macromedia Director,
Sound forge/Sound edit.
16PVC2ES02 TELEVISION PRODUCTION
SEMESTER II CREDITS 4
CATEGORY ES(L) [Link] HOURS/ WEEK 6
Objectives
 To learn the Television Production Techniques
UNIT 1: Basic Operation of camera, - single and 3 CCD
camera signal- frame and field, scanning process, interlaced
and progressive scanning, composite video signal,
component video signal and SDI video. Luminance,
chrominance, hue, saturation, color video system-NTSC,
PAL, SECAM Component of Video Camera, Working
principles of a video camera, Types of camera-analog and
digital camera, studio cameras, ENG/EFP cameras and
consumer camcorder, video tape recording format. Different
types of Movie Camera. Difference between Film Camera and
Digital Camera, DSLR and HDSLR Cameras
UNIT 2: Lens, types, fish eye, wide, normal, telephoto,
prime and zoom lens, focal length, angle of view, aperture, f-
stops, shutter speed, relation between shutter speed and
aperture, depth of field, selective focus, follow focus, rack
focus, auto and manual focus, lens shades, Auto- focus –
advantage, disadvantage, Iris, zoom lens-advantage and
disadvantage. Study about Filters – Contrast Filters, Colour
conversion filters, Polarized filters, Enhance Filters, Colour
Filters, Graduated Colour and ND filters, Effect filters, etc
UNIT 3: Compositional Techniques- Construction a Shot,
Color, Contrast –Different types of shots –angles-Movement
of Camera, Crane Shot, Handheld Camera, Steady Shot, Pan,
Tilt, Tracking shot, Whip Pan. Slow and Fast motions,
Changing of Shutter angles and Ramping. Special effects
using In-Camera techniques

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UNIT 4: Lighting – 3 point and 4 point lighting, directional
and diffused light, color temperature of light, light sources-
natural and artificial lights. Conventional, Soft and Diffused,
Bounce, Source, Hard and Creative lightings. Lighting -
Outdoor Lighting Wide and Huge Sets- Day effect, Night
effect and Creative lighting. Matching Indoor with Outdoor.
Exposure Metering – Incident light, Reflected light, Spot
light etc. Study about Different kinds of lights –
Incandescent lamps, Tungsten Halogen, HMI, PAR lights,
Kinoflo etc.
UNIT 5: Working with Chroma-Green/Blue Screen-
Working with Audio, Capturing Audio while shooting,
Recording Audio with HDSLR Video control. Function of
studio camera, Connectivity of PCR, Vision Mixer, Audio
Mixer, Studio Microphone VTR, Role PCR Personnel, Role
of Producer, and Commands of Producers.
Methodology: Practical Works, Training in Television
Channels[Shooting Spots, Studio]
Evaluation: Internal 50%: CA I & II = 35marks and
Assignments 15marks.
External 50%: Semester examination Practicals 100 marks
Key Texts:
1. Practical videography: Field systems and
troubleshooting[1990], Robert L. Bernard, Focal
press, UK
2. Television Production Handbook, [2015] Zettle
Hserbert, Wordsworth Publishing Co., London
3. Basics of Video Lighting[ 1999] – Des Lever , Focal
Press, UK
Web References:
 [Link]
16PHE2FC01LIFE SKILLS TRAINING
SEMESTER II CREDITS 2
CATEGORY FC(T) [Link] HOURS/ WEEK 2+2
OBJECTIVES OF PG SYLLUBUS

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 1. To improve and sustain the primal level of
competence and performance of PG students through
an advanced training of holistic development of
oneself.
INSIDE CLASS HOURS (2 hrs)
Unit – I: Constructing Identity
Self Image – Understanding self image – shadows down the lane
– self acceptance - Self Knowledge – Knowing oneself - Self
confidence – Guilt and grudges - Power of belief – positive
thinking– optimizing confidence - Self development – perception,
attitude and Behavioural change, developing a healthy and balance
personality - Self esteem – signs - indicators
Unit – II: Capacity Building
Motivation – Definition, types (Intrinsic and Extrinsic), Theories
(Maslow’s hierarchical needs, etc), Factors that affect motivation,
Challenges to motivation, Strategies to keep motivated,
motivational plan. Time Management Skills– steps to improve
time management, overcoming procrastination, assessing and
planning weekly schedule, challenges, goal settings, components
of goal settings, consequences of poor time management, control
of interruption and distractions. Communication, public speaking,
talents, creativity, learning.
Unit – III: Professional Skills
-Leadership development skills – difference between leader and
manager, different styles and their utilities, functions of
leadership, application of knowledge, overcoming from obstacles,
influential skills and Leadership qualities. Application skills –
Managing Career and self-direction, Visionary thinking,
formulating strategies, shaping strategies, building organizations
relationships, change management. Project Management Skills,
Independent working skills, Writing skills, Public Speaking,
analytical Skills, Neo Research and Development. Problem
solving skills – Process, approaches and its components, creative
problem solving, Tools and techniques, application of SMART
analysis and barriers to problem solving.
Unit – IV: Life Coping Skills
Life skills – Personal and reproductive Health, love, sex, marriage
and family – family life education – Gender Equity - child bearing
and Childrearing practices, Geriatric Care - adjustability Human
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Relationship – formal and informal - peer group – friends – same
and other gender - family – Colleagues – community – emotional
intelligence - Stress Coping skills – Definition of stress, strategies
to alleviate stress, problem and emotion focused coping,
techniques to reduce stress, stress reaction phases, crisis
intervention steps, creating positive affirmations, Signs,
Symptoms and Reactions of Stress.
Unit – V: Social Skills
Human Rights Education, Understanding Human Rights,
International and national mechanisms, protection and
preservation of HRs, Human Rights in the context of new,
technological and electronic society, Peace Education, Social
Harmony in the context of religious fundamentalism and
fanaticism, Understanding Peace and Justice, Conflict Resolution
Strategies.
Reference books
1. Beverly Engel Healing Your Emotional Self: A
Powerful Program to Help You Raise Your Self-
Esteem, Quiet Your Inner Critic, and Overcome Your
Shame
2. B. W. Maturin Self-knowledge and self-discipline
3. Lambert Deckers Motivation: Biological,
Psychological, and Environmental (3rd Edition)
4. David Allen Getting Things Done: The Art of Stress-
Free Productivity
5. Chad T. Lewis Managerial Skills in Organizations by
6. Daniel Goleman Social Intelligence: The New
Science of Human Relationships

Competence building Career Preparatory Training

Power talk Interview Guidance
Emotional Intelligence Group Dynamics
Stress management Leadership skills
Decision Making Negotiation Skills
Positive image building Creative writing

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OUTSIDE THE CLASS HOURS (2 hrs)
 Each student will choose either of the above-
mentioned modules and is expected to undergo a
training/workshop in that module.
 She/he will have to accomplish ten hrs outside the
class hours to fulfill the 2 credits.

Methodology
Inputs, ABL model, Documentaries, group activities and
Interaction, Special workshop by professionals.

Evaluation
There will be end test and a Project for ‘inside the class
hours’. Viva Voce will be conducted for the ‘Outside the
class hours’.

16PVC3MC01 CONTEMPORARY
ADVERTISING
SEMESTER III CREDITS 4
CATEGORY MC(T) [Link] HOURS/ WEEK 6

Objectives:
To provide a contemporary and comprehensive understanding of
the nature of Advertising as a creative industry with a special
emphasis on Indian advertising.

UNIT 1: Brief History of Advertising. Indian and Global

scenario of advertising. Definition and Types; Role and
Function of Advertising. Structure and Functioning of an Ad
Agency. Advertiser – Agency Relationship.
UNIT 2: Audience Analysis, Segmentation, Targeting and
Positioning; Audience Research Demographics,
Psychographics. Intercultural and International Advertising-
Global Advertising

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UNIT 3: Creative Aspects of Advertising. Edward De Bono
and Lateral Thinking. Art Direction. Creative Aspects in
Print and Electronic Media. Print Production. Electronic
Production. Digital Advertising-Cutting edge creativity.
UNIT 4: Media Objectives, Strategy, and Planning. Media
Choices-Brand Management-Sales Promotion. Product
placement and celebrity endorsement- Guerilla Marketing.
Social Media Marketing - Internet advertising- Viral
Advertising.
UNIT 5: Advertising Social Issues- Political Advertising-
Dynamics of Creating and Executing the Complete
Campaign Strategy. Ethical issues in advertising. Legal and
self - regulation of advertising -Recent trends in Television
Advertising
Methodology:
Theoretical inputs through classroom lectures, class presentation.
Interaction with experts from the field. Mini-time-specific projects
on advertising agencies.

Evaluation: Internal 50%: CA I & II = 35marks and

Assignments 15marks.
External 50%: Semester examination written 100 marks
Key Texts:

1. Courtland L. Bovee, John V. Thill, George P. Dovel,

Marian Burk Wood, [1995] Advertising Excellence,
McGraw Hill, Inc. N.Y.
2. William F. Arens, [1999] Contemporary Advertising,
Irwin/McGraw-Hill.
3. Jim Aitchison, [2004] Cutting Edge Advertising, Pearson
Prentice Hall.
4. Ogilvy, David [1985] Ogilvy on Advertising Vintage,
London.

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 5. Bono Edward De [1993] Serious Creativity: Using the
Power of Lateral Thinking to Create New Ideas, Harper
business. London.
6. Paul Rutherford, The New Icons! The Art of Television
Advertising 2004 University of Toronto Press, Montreal.
Books for Reference:
1. S.A. Chunawalla and K.C. Sethia, [2000] Foundations of
Advertising Theory and Practice, Himalaya Publishing
House, Mumbai.
2. John Philip Jones (Ed), [1999] The Advertising Business,
Sage Publications.
3. James Hassett [2003] Advertraining, Advertraining
Group.
Arthur A. Winters & Shirley F. Milton, [1989] The
Creative Connection - Advertising Copywriting and Idea
Visualization, Fairchild Publications, New York

16PVC3MC02 COMMUNICATION RESEARCH

METHODS
SEMESTER III CREDITS 5
CATEGORY MC(L) [Link] HOURS/ WEEK 6
Objectives:
 To introduce the concepts of media research and to
do media research.
Content:
UNIT 1: Communication as a field of Research;
communication as social science research. Phases of media
research. Research Design. Research Procedure. Protocols.
Pilot Study. Research Problem. Research questions.
UNIT 2: Research applications in Print & Electronic Media;
Types of Print Media Research-Readership Research;
Methodology of Readership Research--Drawing readers
profiles; Item-selection studies, Reader-Nonreader studies;
Circulation Research; Research applications in Electronic
Media; Rating and Non-rating research; Interpreting ratings;
Advertising and PR research.

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UNIT 3: Quantitative Research. Content Analysis, Surveys;
Experiments. Descriptive Statistics. Sampling. Hypothesis
Testing. Public Opinion. SPSS application.
UNIT 4: Qualitative Research. Interviews. Critical Discourse
Analysis. Participant observation. Image based research. Historical
analysis. Ethno-methodological research.

UNIT 5: Writing and presenting research reports. Research

Software. Writing styles and MLA style sheet. Outlines,
First Drafts and Revision. Private and Academic Research. A
checklist for planning Research and writing.
Methodology: Class lecture coupled with discussion on
projects and presentation.
Evaluation: Internal 50%: CA I & II = 35marks and
Assignments 15marks.
External 50%: Semester examination written 100 marks
Key Texts:
1. Berger Arthur Asa, [2010] Media and Communication
Research Methods: An Introduction to Qualitative and
Quantitative Approaches SAGE Publications. London.
2. Hansen, Anders et al. [2013] Media and Communication
Research Methods. Macmillan. London
3. Wimmer and Dominic, [2012] Mass Media Research an
Introduction. Thomson, Wadsworth, Belmont.
4. Paula M. Poindexter, [1999] Research in Mass
Communication: A Practical Guide Bedford/St. Martin's.
New York.

Books for Reference:

1. Lindolf, Thomas R. (2010) Qualitative Communication
Research Methods. Sage. California.

2. Murthy, DVR. (Ed.) (2008) Media Research: Themes and

Applications. Kanishka. New Delhi.

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 16PVC3MC03 PUBLIC RELATIONS & EVENT
MANAGEMENT
SEMESTER III CREDITS 4
CATEGORY MC(L) [Link] HOURS/ WEEK 6
Objectives:
 To develop knowledge of skills to execute and
manage prevents.
UNIT 1: Public Relations : definition, PR as a
communication function, Public relations, propaganda and
public opinion, PR as a management.
UNIT 2: Stages of PR : Planning, implementation research,
evaluation, PR practitioners and media relations, press
conference, press release, exhibition and other PR tools.
Communication with the public - Internal and External,
employer employee relations, community relations; PR in
India – public and private sectors, PR counseling, PR
agencies, PR research techniques
UNIT 3: PR and advertising , PR for media institutions-PR
for NGO, Political Parties ,PR and law, PR and new
technology, code of ethics, International PR, Professional
organizations, emerging trends.
UNIT 4 : Designing and Project Management : Process:
planning - Event team – putting together a team - budgeting
the event - executing - evaluating - Managing the media:
drafting the press release - press conference - media
coverage - in-house publications – promotional materials -
advertising campaign. Process of event marketing -
Marketing mix - Sponsorship - Image/ Branding -
Advertising & publicity – Public Relations - Types of events:
business events - corporate events - cause -related events –
fund raising events - exhibitions - trade fairs-Event
Budgeting
Unit 5: Event Planning and operation: Develop mission /
purpose statement – establish aim and objectives - Prepare
event proposal - Planning tools - event protocol - Dress for
formal occasion - speakers protocol - Religious and cultural
- 27 -
protocol - Sports ceremonies – General events - Preparing
dignitaries - Choosing event site - Developing the theme –
Conducting rehearsals - Providing services - Organization
accommodations - Managing the environment.
Methodology:
 The students will come up with an effective
campaign targeted towards a group of their choice -
either in the city or in the surrounding area.
Evaluation: Campaign -Internal ,Organizing an Event –
Final Project Internal 50%: CA I & II = 35marks and
Assignments 15marks.
External 50%: Semester examination Viva 30 and Project 20
marks.
Key Texts:
1. Dennis L. Wilcox, [2011] Public Relations:
Strategies and Tactics (10th Ed) Pearson.
2. Thomas Bivins, [2010] Public Relations Writing: The
Essentials of Style and Format McGraw-Hill
Humanities/Social Sciences/Languages.
3. Bryn Parry[2004]Successful event management - A
Practical Handbook, Anton Shone,
4. Judy Allen, [2009] Event Planning: The Ultimate
Guide To Successful Meetings, Corporate Events,
Fundraising Galas, Conferences, Conventions,
Incentives and Other Special Events, John Wiley &
Sons, Canada.
5. Shannon Kilkenny, [2011] The Complete Guide to
Successful Event Planning with Companion CD-
ROM Revised 2nd Ed, Atlantic Publishing Group
Inc., U.S.
Books for Reference:
1. K. D’souza, [1977] Mass Media Tomorrow, Indian
Publishers Distributors, New Delhi.
2. S. Ganesh, [1995] Lectures on Mass Communication,
Indian Publishers Distributors, New Delhi.

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 16PVC3ES01 COMPUTER GRAPHICS
SEMESTER III CREDITS 4
CATEGORY ES(L) [Link] HOURS/ WEEK 6
Objectives:
 To skillfully create designs for web using the
software learnt.
Content:
Unit 1:Concept creation, story boarding, scripting and
project developing methods.
Unit 2:3D designing and Animation dynamics - lens, effects,
ray tracing, lighting, shading, reflection, Texturing
techniques. Modeling concepts - background and object
modeling.
Unit 3:Special effects - rendering techniques, morphing and
warping for media formats. Digital audio and video tools.
Unit 4: Planning and designing web pages - HT ML
programming, Text, Table, Image and audio. Web
Animation - graphics, interactive elements & sound,
Macromedia and Flash.
Unit 5: Creating web site and ad pages, edit cross-platform
and cross-browse pages - Macro media Dream weaver.
Interactive web pages, Java script, developing dynamic,
cross-platform. Web-based applications. E blogging.
Methodology: Lectures coupled with practical lab works
and assignments.
Evaluation: Internal 50%: CA I & II = 35marks and
Assignments 15marks.
External 50%: Semester examination Viva 30 and Project 20
marks.
Key Texts:
1. John F. Hughes, Addison-Wesley, [2013]
Professional Computer Graphics: Principles and
Practice.
Software : Adobe Photoshop, Adobe Flash, Adobe Dream
weaver, 3D modeling and Animation software (3D Studio

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Max), Video editing Software (Adobe Premiere) Sound
editing (Adobe Sound booth).

16PVC3ES02 ADVANCED EDITING & PRODUCTION

SEMESTER III CREDITS 4
CATEGORY ES(L) [Link] HOURS/ WEEK 6
Objectives:
 To introduce students to the profession of editing in
NLE and give the professional exercise of basic
editing.
Unit 1: Introduction to Editing -Video Tape Post-
Production Process : Post Production- Editing-Tape vs. Film
Beginning of Electronic Editing Principles of editing / Basic
Editing Hardware –Types of Editing. Preparing for Editing -
Post Production Budgets – Production Notes-Recording
Logs-Slates-Editing Requirements-Time code-EDL-Tape
Preparations-Insert Editing-Assemble Editing-EDL
Management
Unit 2: Grammar of the Editing : Purpose of Editing-
Basic Editing Principles-Scene Transitions-Basic editing
Techniques [Jump Cut-Cut Away-Inserts)-Different Editing
Styles-Parallel Action Editing-Montage Editing. Video &
Audio Editing Methods: History of Editing- Early Offline
Editing –Latest Technology-Online Editing-Use of Online
Mixers-Audio Corrections – Dubbing / Voiceovers / Audio
Mixers-Video and Audio Editing Software.
Unit 3: FINAL CUT PRO BASICS: Final cut pro post
production work flow – Video formats – Audio formats -
Timecode – Building blocks of project – Working with
project – Connection between clips and media files – File
naming considerations – Keyboard shortcuts - Buttons –
Shortcut menus – Customizing interface – Doing, Undoing
changes – Timecode for navigation –Browser basics –
Customizing browser display – Viewer basics – Canvas
basics – Timeline basics.

- 30 -
Unit 4: WORKING WITH PROJECTS: Scratch disk –
External video monitoring– AV settings –Device control
presets – Sequence settings -Log and capture - Import, Using
Deng media files into project – Organizing footage -
Creating sub clips – Working with projects, clips &
sequences – Adding clips to sequence – Using markers –
Edit points – Working with tracks in timeline – Three point
editing – Arranging clips. Transitions – Transition editor –
Sequence to sequence editing –Matching frames – Video
filters – Motion parameters - Clip speed –Freeze & still
frames –Compositing & layering - Titles – Rendering &
video processing –working with audio
Unit 5: Programme Production: Three Stages in
Television Programme Production - Preview, publicity and
marketing Television Programme Format : Concept
Preparation-Segments-Break Ups- Runorder-Producing a TV
Show. . Idea Development & Research for Production.
Budget for a video production & script and storyboard
various longer format productions
Methodology: Classroom lectures coupled with practical
sessions. Hands on training to FCP software editing.
Evaluation: Internal 50%: CA I & II = 35marks and
Assignments 15marks.
External 50%: Semester examination Viva 30 and Project 20
marks.
Reference Books
1. Arthur Schneier Electronic Post Production and
Videotape Editing –Focal Press London
2. Roy Thompson Grammar of the Edit-Focal Press-
London
3. Herbert Zettl, Video basics 7, 2013 Boston, MA :
Wadsworth, Cengage Learning
4. Ronald J. Compessi, Video Field Production and
Editing, Sixth Edition, San Francisco State
University Press-Sam
5. Diana Weynand, “Apple Pro Training Series”
- 31 -
 Web References:
1. [Link]
[Link]://[Link]/Video-Editing-training-tutorials/82-
[Link]
16PVC3ID01 WEB AND INTERACTIVE MEDIA
SEMESTER III CREDITS 4
CATEGORY ID(L) [Link] HOURS/ WEEK 6
Objectives:
 To apply design principles and execute web designs
creatively.
Unit 1:Layout and Composition-The Design Process-
Defining Good Design-Web Page Anatomy-Grid Theory-
Balance-Unity-Emphasis-Bread-and-butter Layouts-Getting
Inspired-Fresh Trends- Resizing: Fixed Width vs. Liquid
Width-Screen Resolution Typography- Taking Type on the
Web-Anatomy of a Letter Form-Text Spacing- Text
Alignment-Type faces Distinctions-Finding Fonts-Choosing
the Right Fonts
Unit 2:Color-The Psychology of Color-Color Temperature-
Color Value-Color Theory-Red, Yellow, and Blue or
CMYK-The Scheme of Things-Creating a Palette-The
Principles of Beautiful Web Design-Imagery-What to Look
For-Legitimate Image Sources-How Not to Impress Creative
Cropping Photoshop Adjustments-File Formats and
Resolutions-Borders and Edge Treatments Texture-Points-
Line- Shape-Volume and Depth-Pattern-Building Texture-
Application: Grouting and Setting
UNIT 3: Video and Audio: codecs, controls-multimedia
accessibility–canvas: basics-pixels-transformers-animating
canvas.
Unit 4: HTML: Introduction-Main structure-Styling in
HTML5 with CSS-Forms: attributes-elements-error
measures-Introduction to scripting languages VB JAVA
script
Unit 5: Adobe® Dreamweaver®-Dreamweaver workflow
and workspace-Site management-File management-Layout
- 32 -
and design-Understanding Cascading Style Sheets-Page
content and assets-Linking and navigation-Mobile and
multiscreen-Dreamweaver and Creative Cloud
Methodology: Class lectures coupled with lab works and
presentations.
Evaluation: Internal 50%: CA I & II = 35marks and
Assignments 15marks.
External 50%: Semester examination Viva 30 and Project 20
marks.
Key text:
1. Jason Beaird, [2010] the Principles of Beautiful Web
Design, Site [Link]
2. Bruce Lawson, [2011] Introducing HTML5 (2nd Edition)
New Riders. Berkeley
3. Matthew MacDonald, [2011] HTML5: The Missing
Manual, O'Reilly Cambridge.
4. Adobe Dreamweaver CC help,2015 Adobe incorporation
Books for reference:
1. Patrick McNeil, [2012] The Designer's Web
Handbook: What You Need to Know to Create for
the Web, HOWdesign Books.
2. Jeff Johnson, [2010] Designing with the Mind in
Mind: Simple Guide to Understanding User Interface
Design Rules Morgan Kaufmann, Publishers London.

16PVC4MC01 INTEGRATED MARKETING

COMMUNICATIONS
SEMESTER IV CREDITS 4
CATEGORY MC(T) [Link] HOURS/ WEEK 6
Objectives:
 To acquire the concepts, skills and specialization
required for executing IMC efforts.
UNIT 1: Marketing communications – an overview: A brief
historical perspective-The background to marketing
communications -The strategic challenges facing
organizations -Strategic marketing communications -The

- 33 -
expanded marketing communications mix- The
communications process-Achieving integration within the
communications mix.
UNIT 2: Product and service strategies-Managing products
and services over the life cycle Branding definitions-
Strategic importance of branding -Strategic brand building.
The dimensions of branding -Branding strategy -Brands and
consumer perceptions -Identifying and building brand values
-Altering brand imagery -The strategic value of brand
extensions and brand stretch -The roles of marketing
communications in branding-The challenges facing brands
Service brands.
UNIT 3: Managing the marketing communications mix -
Organizing for marketing communications -The strategic
dimension of human resources -The use of agencies
Establishing the budget -Budgeting for integrated marketing
communications
UNIT 4: The role of media planning -The changing face of
the media The media plan -The importance of media strategy
-Media information sources -Identifying target audiences -
Media scheduling issues -Alternative approaches to media
scheduling -Implementing the media plan
UNIT 5: Corporate communications -The growing
importance of corporate communications -Corporate image
and identity -The objectives of corporate communications -
The communication of company image -The management of
corporate communications-Measuring corporate
communications-Key aspects of corporate communications -
Crisis management.
Methodology: Classroom lectures coupled with practical
sessions.
Evaluation: Internal 50%: CA I & II = 35marks and
Assignments 15marks.
External 50%: Semester examination written 100 marks

- 34 -
Key Texts:
1. Tony Yeshin [1998], Integrated Marketing
Communications: Holistic Approach, Butterworth-
Heinemann, Oxford.
2. George E. Belch & Michael Belch, [2011], Advertising
and Promotion, McGraw Hill, U.K.

16PVC4MC02 MEDIA MANAGEMENT

SEMESTER IV CREDITS 4
CATEGORY MC(T) [Link] HOURS/ WEEK 6
Objectives:
 To have an understanding of management in media
organizations.

Unit 1: Principles of management, Organization theory,

delegation, decentralization, motivation, control and co-
ordination. Ownership patterns of mass-media in India – sole
proprietorship, partnership, private limited companies, public
limited companies, trusts, co-operatives, religious
institutions (societies) and franchises (Chains). Policy
formulation – planning and control; problems, process and
prospects of launching media ventures.
Unit 2: Newspaper organizations today. Ownership pattern
and economics of Newspapers. News management and
managing the newsroom. Collaborating with News service
agencies.
Unit 3: Film as industry- production, digitizing, distribution
and exhibition systems. Financing the film- film
development corporations. Government and film production.
Contemporary issues- cross over cinema, collaborations and
the emergence of multiplexes information services and other
new technologies. Consequences of new technology on film.
Unit 4: The rise of satellite Television, The cable industry,
TRAI, Television channels and production houses-
management. Concept of Public Service Broadcasting. Radio

- 35 -
and music industry. Convergence of media. Internet media
Managing portals and webcasting.
Unit 5: New and Online media Management, Controversies
and trends in online Management. Governmental regulatory
mechanism and policy changes. Foreign equity and FDI in
Indian media. Contemporary debates.
Methodology: Classroom lectures coupled with practical
sessions.
Evaluation: Internal 50%: CA I & II = 35marks and
Assignments 15marks.
External 50%: Semester examination written 100 marks
Key Texts:
1. Peter K Pringle, Michael F. Starr & William E McCavitt,
[1991] Electronic Media Management, Focal Press, London.
2. John R Rossiter & Larry Percy, [1987] Advertising and
Promotion Management, McGraw Hill, New York.
Books for Reference:
1. Barry G. Sherman, [1987] Telecommunications and
Management - the Broadcast and Cable Industries,
McGraw Hill.
2. Richard Gates, [1992] Production Management for Film
and Video, Focal Press, London.

16PVC4MC03 MEDIA LAWS AND ETHICS

SEMESTER IV CREDITS 5
CATEGORY MC(T) [Link] HOURS/ WEEK 6
Objectives:
 To enable students understand with various laws and
Ethics governing the media in the Indian context.
UNIT 1: Introduction to media laws. History of media laws
in India. Indian Constitution: Fundamental rights,
Reasonable restrictions, Emergency provisions,
Amendments, Parliamentary privileges.
UNIT 2: Freedom of media in India. Defamation: Libel and
Slander. IPC and Criminal Procedure Code relevant to

- 36 -
media, Official Secrets Act. Contempt of Court Act . Cases
& Case Studies related to these Acts.
UNIT 3:. The Prasar Bharati (Broadcasting Corporation of
India )Act. The cable Television networks Act. Broadcasting
Services Regulation Bill. Cinematograph Act and board of
Censors. Satellite Rights Television and Movies. Cases
related to these Acts.
UNIT 4: New Media Laws, Intellectual Property Rights. The
Copyright Act. Information Technology Act Indecent
Representation of Women (Prohibition) Act. The Children
Act. The Young Persons( Harmful Publications) Act , other
regulations and guidelines. Cases related to these Acts RTI
Act Laws relate to information Technology, cyber Laws.
UNIT 5: Media ethics: Ethics Vs. Law. Code of ethics in
print media. Code for commercial Advertising in AIR and
Doordarshan. Principles of Self-Regulation. Advertisement
Standard Council of India‘s code of ethics. Broadcasting
ethics.
Methodology: Class lecture coupled with group discussions and
presentations.
Evaluation: Internal 50%: CA I & II = 35marks and
Assignments 15marks.
External 50%: Semester examination written 100 marks
Book for Study:
1. PavanDuggal, 2013 Mobile Law & Social Media In India
Saakshar Law Publications (E-Book)
2. Durga Doss Basu, [2000] Press Laws, Central Law Book
Agency, New Delhi.
3. Barua,Vidisha. [2002] Press and Media Law Manual,
Universal Law Publishing Co, New Delhi.
4. Patrick L. (Lee) Pleasance [2008] Media Ethics: Key
Principles for Responsible Practice, SAGE Publications,
New York.
Books for reference:
1. Kiran R.N., [2000] Philosophies of Communication and
Media Ethics, B.R. Publishing Corp., New Delhi.

- 37 -
 2. Baskar Rao N., G.N.S. Ragavan, [1996] Social Effects of
Mass Media in India, Gyan Publishing House, New Delhi.
3. Ray Eldon, Hiebert Carol, [1988] Impact of Mass Media,
Longman, New York.
4. 2016 Universal law team Media & Telecommunication
Law, Universal Law Publishing Company, New Delhi.
5. Neelamalar, [2010] Media law and ethics, PHI Learning,
New Delhi. Mobile Law & Social.

16PVC4MC04 NEW MEDIA STUDIES

SEMESTER IV CREDITS 6
CATEGORY MC(T) [Link] HOURS/ WEEK 6
Objectives:
 To map emerging trends and have a critical overview
of New Media.

UNIT 1: New media Technology -characteristics: Information

Superhighway, Convergence, Structure and Functions; -social and
cultural consequences: fragmentation and digital Isolation; Social
Control and Democracy–Privatization and Competition New
media access and control –Digital Divide: E-governance–process,
social and legal frameworks
UNIT 2: Principles of new media, Kinds of new media,
characteristics of new media, dominant paradigm, cinema as new
media, Myth of Digital interactivity, Language of cultural
interface.
UNIT 3: Social and cultural effect of new media Social
Networking, Information Overload, Information Rich and
Information Poor, Knowledge Gap and Cultural Alienation New
media impact on old media –ICTs for Development –
Empowerment, right to information
UNIT 4: Information and Knowledge society –Definitions and
characteristics of Information Society, Post-industrial society –
Information Society Theories: Daniel Bell, Machlup, Webster,
Schiller–Evolution of New media audiences: Elite, Mass,
Specialized and Interactive–New media uses and ratifications –
Influencing factors
UNIT 5: New Media issues: Invasion of privacy, current trends in
new media studies.
- 38 -
Methodology: Class lecture coupled with group discussions and
presentations.
Evaluation: Internal 50%: CA I & II = 35marks and
Assignments 15marks.
External 50%: Semester examination written 100 marks
Key Texts:
 Manuell Castells [2010], The Rise of the Network
Society-Volume I, Blackwell Publication UK.
e-Book
 Andrew F. Wood, Matthew J. Smith [2005], Online
Communication, Linking Technology, Identity, and
Culture, Lea's Communication Series, London.

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- 40 -