JADAVPUR UNIVERSITY

KOLKATA – 700 032

DEPARTMENT OF ADULT, CONTINUING EDUCATION

AND EXTENSION

SYLLABUS FOR

M.A. IN

JOURNALISM & MASS COMMUNICATION

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 Full marks in each paper 50, of which 10 will be internally marked.

First Semester

1. Principles of Communication & Mass Communication

2. Mass Media and its Development in India
3. Print Media: Reporting & Editing
4. Electronic Media: Radio & Television
5. New Media & its Application (Elective) – more options will be offered after introduction
of CBCS)

Second Semester

6. Development Communication
7. Media Laws & Ethics
8. Advertising & Marketing: Theory & Practice
9. International Communication
10. Media Management

Third Semester

11. Print Media- Practical

12. Radio - Practical
13. Public Relations & Corporate Communication: Theory & Practice
14. Communication Research
15. Dissertation

Fourth Semester

16. Convergent Journalism

17. Film and Videography
18. Television – Practical
19. Specialisation
20. Audio-Visual Capsule Preparation

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 FIRST SEMESTER

Paper I
Principles of Communication & Mass Communication

Communication – definition, elements, nature, process, functions, types, barrier.

Mass Communication -- nature, process, characteristics, functions, medium, socio-cultural impact
Media systems and theories: hypodermic- individual difference- personal influence- sociological-
normative – critical – semiotic – cognitive dissonance- spiral of silence - Propaganda etc.
Communication Models: Communication Models: Aristotle- Lasswell- Shannon and Weaver-
Schramm- Newcomb- Westley & MacLean - Berlo - Gerbner- Two steps & multi steps flow -
Dance etc
Media audience - characteristics, typology, media-audience relationship
Traditional media– regional diversity – content – form – character – utility – evaluation –
challenges
Sadharanikaran
Convergence
Media culture – social responsibility - monopoly – other ethical issues

Paper II
Mass Media and its Development in India

Language and society- development of language as a vehicle of communication – invention of

printing press and paper
Early communication initiatives in India – development of printing – early efforts to publish
newspapers in India
Contributions of James Silk Buckingham; Serampore Baptist Missionaries; Raja Rammohan Roy;
Young Bengal Movement
Newspapers and magazines in the nineteenth century – first war of Indian Independence and the
press
Hindu Patriot and Harish Chandra Mukherje
The Indian press and freedom movement – contribution of Mahatma Gandhi and other nationalist
leaders
History of gagging measures
English language press in India
Origin and growth of News Agencies in India
Indian press after Independence – Press Commissions
Press Council of India

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Radio - history of radio in India - emergence of AIR – commercial broadcasting – FM radio –
community radio
Television – history of television in India - emergence of satellite and cable television in India
Prasar Bharati

Paper III
Print Media: Reporting & Editing

News: definition- elements- values- sources- beat- scoop and exclusive

News literacy
Reporting: concept- principles- objectivity- reporting in newspaper and magazines- reporting in
electronic media
Reporter: duties- qualities- responsibilities
Writing report: concept- techniques- lead/ intro writing- value addition- follow up
Reporting different events: crime-weather- speech- accident- disaster- court- election- riots-
war/conflict/tensions- lifestyle etc.
Specialised reporting
Interpretative reporting: style- techniques- evolution
Investigative reporting: styles- techniques- evolution
Interviewing: kinds- purposes- techniques
Feature: different types- writing techniques
Review writing: concept- techniques
News Agency: importance- special features
Editing: definition- principles- purposes- importance
News desk: structure- function- news flow- copy management
Editor, News editor, chief sub editor, sub editors: duties- qualities- responsibilities
Processing copies- copy testing- using editing symbols- rewriting lead / intro- developing stories
Headlining: techniques, styles, purposes, different kinds
Page make-up – layout- recent trend
Editing Agency copies: selection and integration
Photo editing: principles - techniques
Magazine editing
Language of computer editing

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 Paper IV
Electronic Media: Radio & Television

Radio as mass medium: its characteristics- evolution and growth- social impact- future
Modes of broadcast techniques: SW-AM-FM
Radio programme production process and techniques, thinking audio
Aspects of sound recording – using microphones– field recording skills; radio feature production;
radio documentary production; live studio broadcast with multiple sources – news production.
Production of radio newsreel and current affairs programmmes - formats of radio programmes –
studio interviews – studio discussions – phone-in programmes – O.B. production of sporting and
mega events.
Broadcasting codes for radio
TV as mass medium: its characteristics- evolution and growth- social impact- future
Visual communication – communicating with still pictures and video – shooting with TV camera
–basic shots and camera movement
Basics of TV Production
Post production
Formats of TV programmes – studio interview – studio discussion - studio shows with audience
participation –– TV documentary production
Broadcasting codes for television and related laws

Paper V
New Media & its Application

Communication technology – Concept and scope – ICT and digital divide - History and generation
of computers.
Software and Hardware – data and information- optical fiber
Concept of Computer networking- Internet – Definition, History, growth and application- LAN,
MAN, WAN, e-mail, World wide web.
Internet security- Ownership and administration of Internet – types of internet connections-
internet protocols.
Web page- website- home pages- web standards- URL- URI- Search engines- ISP- IP address-
Domain name.
Web page development, inserting, linking; editing, publishing, promoting and maintaining website
New media- pod cast- internet radio
Ethical considerations- Cyber crime- Information Technology Act

SECOND SEMESTER

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 Paper VI
Development Communication

Development: concept, issues, indicators, dynamics, develop mentalism, need for communication
Characteristics of developing societies, development dichotomies, gap between developed and
developing societies.
Development communication: concept – definition – philosophy – process - role of media -
strategies - social cultural and economic barriers - case studies and experience – development
communication policy – strategies and action plans – different theories
Development support communication
Dominant paradigm and Alternative paradigm
Indian perspective
Development agencies
Case studies on development communication Programmes
Writing development messages for specific development audience
Case study report on development campaign

Paper VII
Media Laws and Ethics

Constitution of India: fundamental rights – freedom of speech and expression and their limits –
directive principles of state policy, provisions of declaring emergency and their effects on media
– provisions for amending the constitution; provisions for legislature reporting; parliamentary
privileges and media; theory of basic structure; union and states; and election commission and its
machinery.
Specified press laws: history of press laws in India – Contempt of Courts Act 1971 – civil and
criminal law of defamation – relevant provisions of Indian Penal Code with reference of sedition,
crime against women and children; laws dealing with obscenity; Official Secrets Act, 1923, vis-à-
vis right to information – Press and Registration of Books Act, 1867. Working Journalists and
Other Newspaper Employees (Conditions of Service & Miscellaneous Provisions ) Act, 1955; –
Cinematograph Act, 1953; Prasar Bharati Act; WTO agreement and intellectual property right
legislations, Copyright Act, Trade Marks Act and Patent Act – information technology,
convergence legislations including cyber laws and Cable Television Act; IT Act and section 66A;
and media and public interest litigation.
Media’s ethical problems including privacy, right to reply, communal writing and sensational and
yellow journalism; freebies, bias, coloured reports; ethical issues related with ownership of media
– role of press and/or media councils and press ombudsmen in the world – Press Council of India
and its broad guidelines for the press –Press Commissions– codes for radio, television, advertising
and public relations
Accountability and independence of media
Case studies related to press law and ethics to submit the report
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 Paper VIII
Advertising & Marketing: Theory & Practice

Advertising: definition- evolution- different types- socio-economic and cultural role- relevance in
marketing communication mix
Media for advertising: national and global scenario
Advertisement tools and practices- consumer behaviour
Advertising campaign: USP –Brand Image- different phases
Advertising agency: structure- functions- importance
Advertising budget: plan- importance- method
Media planning: different phases – evolution: conventional to new media
Ethics and advertising –code of conduct – relevant laws
Consumer behaviour and its various factors in advertising
Brand management
Creativity in advertising, stages in the creative process, creative brief, advertising appeals,
language, planning advertising campaign
Advertisement copy and layout: elements- types- preparation for different media-creativity
Assessment report submission on comparative study on advertising campaign of same genre of
products or services
Assessment with report on advertising campaign of a selected product or service
Assessment of an advertisement layout suitable for print media of a selected product or service
with report submission
Assessment report submission of advertisement script suitable for audio-visual media of a
selected product or service

Paper IX
International Communication

Political, economic and cultural dimensions of international communication – communication and

information as a tool of equality and exploitation – international news flow – imbalance – media
growth – international, regional and internal disparities.
Communication as a human right – UNO’s Universal Declaration of Human Rights and
communication – international news agencies and syndicates, their organizational structure and
functions – a critique of western news values.
Impact of new communication technology on news flow – satellite communication – its historical
background – status – progress – effects – information super highways – international
telecommunication and regulatory organizations - UNESCO’s efforts in resolving imbalance in

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news flow – debate on New International Information and Economic Order – demand for NWICO
– MacBride Commission’s report – non-aligned news agencies news pool – its experience.
Democratisation of information flow and media systems
Media imperialism
Globalisation and its effect
Transnational media ownership and issues of sovereignty and security; international intellectual
property rights
Project report submission on comparative study on international pages of mainstream dailies
Project report submission on comparative study on international news presentation of mainstream
news channels

Paper X
Media Management

Media Management: principles - significance - relevance

Media as an industry and profession
Economics of print and electronic media – role of the Government
Ownership patterns of mass-media with special reference to Indian scenario
Regulation of working condition of the journalists and media employees- changing trends
Newspaper management: scope and limitation- different departments and their function- key
persons and their qualities and function- coordination- changing trends
Apex bodies: DAVP, INS and ABC
Management of electronic media: different departments and their function- key persons and their
qualities and function- coordination- changing trends
Public control and private control- Prasar Bharati
Cable TV Regulation Act
Audience survey
Foreign equity in Indian media

THIRD SEMESTER

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 Paper XI
Print Media – Practical

Writing report, feature, review and submission of periodical assignment

Question framing for interview and writing interview and submission of periodical assessment
report
Captioning
Assignments on specialised reporting, editorials, post-edit articles and submission of periodical
assessment report on comparative study on treatment of different mainstream print media
Page make-up – layout- headlining and submission of periodical assessment report
Editing Agency copies: selection and integration and submission of periodical report
Assignments on page layout for newspaper and magazine
Assignments on news selection, subbing, photo journalism, captioning and headlining
Regular project submission on news writing,

Paper XII
Radio - Practical

Writing for radio commercials – illustrating copy with sound effects; news writing – structuring
radio-copy; editing agency copy, reporter’s copy – compiling radio news programmes; writing
intro to bytes – writing headlines, teasers and promos.
Field reporting, reporting specialized areas, investigative reporting; voice dispatches; interview
techniques; presentation; structuring a radio report – news capsule and radio commentary.
On-line interview techniques; moderating skills for radio discussion programmes; handling
interactive live transmission.
Submission of periodical project on wring intro of radio bulletin
Submission of periodical project on radio dispatch
Submission of periodical project on preparation of jingle
Preparation and submission of project on radio production group wise

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 Paper XIII
Public Relations & Corporate Communication: Theory & Practice

Public Relations: definition- evolution- objective- scopes- principle

Public Relations and publicity, propaganda, marketing, advertising, lobbying etc.
Publics – public opinion – use of mass media
Duties and responsibilities of PR professionals
Structure and functions of PR departments – Government, Private, Corporate
Community Relations
Financial Public Relations
Corporate Public Relations
Media relations: press conference- press release
Crisis management
Use of new media,
Ethics & Public Relations
Consumer behavior and its various factors in advertising
Brand management
Creativity in advertising, stages in the creative process, creative brief, advertising appeals,
language, planning advertising campaign
Advertisement copy and layout: elements- types- preparation for different media-creativity
Market Research: scope- objective- relevance
Building a distinct corporate identity: concepts, variables and process – making of house styles
(logo, lettering and process)
Employee relations – house journal – corporate films and submission case study report on one
house journal
Event management and submission of individual report on managing a specific event
Campaign planning and submission of individual project report on PR campaign of a specific
organization
Corporate Social Responsibility
Prepare and submission of task report on use of new media in PR

Paper XIV
Communication Research

Definition – elements– scientific approach –function – scope and importance – basic and applied
research - types and design
Methods of communication research – census method, survey method, observation method,
clinical studies – case studies – content analysis.
Tools of data collection: sources, questionnaire and schedules, field studies, logistic groups, focus
groups, telephone surveys, online polls.

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Sampling – methods, errors, analysis
Media research – evaluation, feedback – feed forward – media habits – public opinion surveys–
pre-election studies and exit polls.
Report writing – data analysis techniques – coding and tabulation – non-statistical methods–
descriptive – historical – statistical analysis – parametric and non-parametric – uni-variate –bi-
variate – multi-variate – tests of significance – levels of measurement – central tendency – tests of
reliability and validity –statistical packages.
Readership and / audience surveys, preparation of research reports.

Paper XV
Dissertation

Every student will have to do a dissertation/project report in any area of mass communication
detailed in the curriculum under the guidance of individual faculty. The report should not cross
10000 words. The objective of the dissertation is to enable a student to have an in-depth knowledge
of the subject of his/her choice. It should be a research-based effort and should endeavor to create
new knowledge in any area of mass communication. Students have to face an interview after
completion of the project within scheduled time and will have to prepare a power point
presentation on the highlights of the project.

Review and report submission of synopsis after allotment of research topic individually

Review and report submission of literature review on research topic individually

Review and survey report submission

FOURTH SEMESTER

Paper XVI
Convergent Journalism

Online journalism- prospects of online journalism in India – features of online journalism-

advantages and disadvantages
Convergence of media and its effect on journalism
Financing online journalism- subscription models-modes of online advertising- online advertising
and marketing techniques
On-line editions of newspapers- management and economics
Cyber newspapers-creation, feed, marketing, revenue and expenditure
Online editing, e-publishing

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Security issues on Internet; social, political, legal and ethical issues related IT and CT
Social networking- open source journalism- citizen journalism
Live streaming
Online presence of different media

Paper XVII
Film & Videography

Perception of vision- moving images- frames - camera- mixing-transmission

Light- sound- graphics- make up- property- wardrobe- scenic design
Shots and its usage- variety of shots according to image size, change of lenses, camera angle,
camera movement
Production
Post production
Film as mass medium: its characteristics- evolution and growth- social impact- future
Types of films- film theories- realism and representation
New wave in Indian film
Art film- documentary and short film
Indian popular cinema
Censorship
Film review with submission of assessment report
Animation and its use

Paper XVIII
Television – Practical
Writing for television: Writing to still, writing for video, reference visuals to words.
TV news script
Television reporting: visualising news/ENG – research, investigation – interview techniques; piece
to camera and voice over; sequencing and editing news packages;
Television news editing: planning, production and compilation of news programmes – writing
lead-in/intro to news packages – headlines writing, teasers and promos.
Television anchoring: live studio and field interviews - moderating TV studio discussions;
anchoring chat shows and live programmes.
Submission of periodical assessment on wring script of television news bulletin
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Submission of periodical assessment on comparative study on news presentation of various news
channels
Submission of periodical assessment on comparative study on anchoring of various news channels
Submission of periodical assessment report on comparative study on panel discussions of various
news channels

Paper XIX
Specialisation
Any one of the following:

(a) Environmental communication

(b) Science and technology communication
(c) Media, Society & Culture
(d) Gender Communication

Environmental Communication

Environmental Journalism - History, present status, social construction of the environment, skills
required for environmental journalism
Environmental Laws
Environmental Reporting: media campaign, news sources, environmental reporting in different
types of media, citizen journalism
Issues in Environmental communication: Environment protection and religious and cultural
heritage in India, public communication, corporate social responsibility and environmental
communication

Science and Technology Communication

Introduction: Why be a Science Communicator? – Science Popularization – Development of

Science and Technology in India – India’s Energy Policy – Popularization of Science & Science
Policy – The Nine Technology Missions of India – e-Kranti : National e-Governance Plan 2.0
– Information Technology – Software Giant of the World – Science Communication &
Specialized Reporting – Science Journalism for the Digital Media.

Gender Communication

Defining sex-gender system and gender communication-exploring linkages.

Why and how is communication gendered?
Gendered Language-Using Gendered Language.
Gender and the Media-TV, newspapers, films, advertisements and new media (selections).

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Gender and Verbal Communication.
Nonverbal Communication and Gender.
Gender Communication in Workplaces.
Gender Communication in Education Settings.

Media, Society and Culture

Functions of mass media and its impact on individual and society

Public opinion
Interpreting Mass Media as text
Approaches to media analysis
Media and realism
Massification of culture
Construction of image through media
Media impact on audience
Social issues and media
New media and SNSs- impact on society
Ethical issues

Paper XX
Audio-Visual capsule preparation

Students will have to prepare an audio-visual capsule group wise. The group will be formed with
5-6 students. The entire activities will be done under supervision of one faculty member. The
duration of the capsule should not cross 10 minutes. Students will be judged individually on the
basis of their participation.
Students will also have to prepare a one-minute mobile film. Entire making of the film has to be
done with mobile phone. It has to be done by a group consisting of 2-3 students.

Built and submission of script for shooting group wise

Built and Submission of raw materials after shooting group wise
Built and submission of complete audio-visual capsule group wise

Built and submission of mobile film group wise

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