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Third SemesterPaper titleType Totalof core creditsL T PHC 3.1: Communication Research Methods HC 4 4 0 0HC 3.2: Media Management HC 4 4 0 0HC 3.3: Multimedia HC 4 2 0 2SC 3.1: Comparative Journalism SC 4 3 1 0SC 3.2: Radio Progromme Production SC 4 1 0 3SC 3.3: TV Programme Production SC 4 1 0 3SC 3.4: Science and Technology Communication SC 4 3 1 0SC 3.5: Intercultural Communication SC 4 4 0 0SC 3.6: Folk Media SC 4 2 2 0SC 3.7: Environmental Communication SC 4 2 2 0OE 3.1: Film Appreciation OE 4 2 2 0OE 3.2: Marketing Communication OE 4 2 2 0Fourth SemesterPaper titleType Totalof core creditsL T PHC 4.1: Communication Theories HC 4 4 0 0HC 4.2: Dissertation HC 4 1 3 0HC 4.3: Development Communication HC 4 2 2 0SC 4.1: Advanced Radio Production SC 4 1 0 3SC 4.2: Advanced TV Production SC 4 1 0 3SC 4.3: Film Journalism SC 4 2 2 0SC 4.4: Agricultural Communication SC 4 2 2 0SC 4.5: Magazine Journalism SC 4 2 2 0SC 4.6: Kannada Journalism SC 4 4 0 0SC 4.7: Sports Journalism SC 4 2 2 0L – LECTURE; T – TUTORIAL; P – PRACTICALNote: 1. Media Internship is Mandatory2. Practical Journal is Mandatory3. Practical examination is mandatory wherever practicals are conducted.3

FIRST SEMESTERHard Core 1.1 Introduction to Communication and JournalismI. Definition, Nature and Scope of Journalism – Qualifications, Duties and Responsibilities ofJournalists – Journalism as a profession –Characteristics of Mass Media: Newspaper,Magazine, Radio, TV, Cinema, Folk Media. Journalistic TerminologiesII. Four theories of press – professional organizations; ABC, INS, AFWF, AINEC, KarnatakaMedia Academy.III. Communication; Definition, Nature and Scope of Communication –– Kinds ofCommunication; Intra-personal, Inter-personal, Group and Mass Communication, Verbaland Non – verbal Communication.IV. Communication models; Shannon and Weaver, Lasswell, Communication Social Change,Communication and Economic Development, Communication and Political Modernization –Media and Political Economy.Books of Reference1. Mass Communication – A Critical analysis – Keval J Kumar2. Professional Journalism – M. V. Kamat3. Theory and Practice of Journalism – B. N. Ahuja4. Professional Journalist – John Hohenberg5. Mass Communication – Wilbur Schram6. Understanding Media – Marshall Mc luhan7. Folk Media for Development – N. Usha Rani8. Theory & Practice of Journalism – B N Ahuja9. Mass Media and National Development – Wilbur Schramm10. Passing of Traditional Society – Daniel Lerner11. Communication Theories, Origin, Methods, Uses – Werner Severin J and James WTankard Jr., Longman Publications, 198812. Communication models for the study of Mass Communication – Denis Mc Quail and S.Ven Windah, Longman, Singapore Publications, 198113. Theories of Mass Communication – Melvin L Defluer and Sandra J Ball, LongmanPublications14. Educational TV in India: Challenges and Issues – N.Usha Rani- Discovery Publishing House, NewDelhi, 2006.4

Hard Core 1.3 – EditingI. Newsroom Organization – Small, Medium, and Big Daily – Editorial Staff Pattern; Role andFunctions of the Editor, Chief Sub-Editor, Sub-Editors, News Editors and Staff.II. Principles of Editing – Rewriting different copies – Computer Editing – Style Sheet.Techniques of Headline Writing – News and Feature Headlines – types and Functions ofHeadlines.III. Editorials – Function, Principles, Types; Letters to the Editor.Concept of Editorials – Need for Editorials – Traits of Editorial Writers – Editorial Writingand Techniques – Contents of Editorial Page and Op – ed Page – Concept of Advertorial.IV. Newspaper Design and Layout – Front and Inside Pages- Computer Page Makeup; Principle& Techniques of Page Makeup . Picture Editing and Caption Writing;Books for Reference1. News Editing – Bruce II Westley2. The Art of Editing – P.K. Baskette and Jiz Sissors3. The Sub-Editor’s Companion – Michael Hides4. The Simple Sub’s Book – Lealie Sellers5. The Techniques of Clear Writing – Robert Gunning6. Handling Newspaper Text – Harold Evans7. Newspaper Design – Harold Evans8. News Headlines – Harold Evans9. Elements of Newspaper Design – Ames10. News Reporting and Editing – K. M. Srivastava11. ¥ÀwæPÉÆÃzÀåªÀÄ, - f.J£ï. gÀAUÀ£ÁxÀgÁªï, PÁªÀÄzsÉãÀÄ ¥ÀæPÁ±À£À, ¨ÉAUÀ¼ÀÆgÀÄ.12. ¸ÀÄ¢Þ ©A§ - (¸ÀA) AiÀıÉÆÃzÁ6

Soft Core 1.1 AdvertisingI. Origin and Development of Advertising in the World and in India - Advertising, Definition,Nature and Scope, Advertising and Society, Types of Advertising.II. Advertising and Propaganda, Publicity and PR – Advertising Agency; History, Structure,Organization, Functions, Commission System.III. Ad. Copy, Visualization, Layout, Principles, Characteristics, Types and Strategies, Advertisingmedia, Newspapers, Magazines, Radio, TV, Outdoor, Direct and Mail Order,IV. Brand Positioning – Media Planning, USP, Selection of Time and Space in Print andElectronic Media – Scheduling Advertisements – Ad. Campaign, Process, Strategies,Concepts and Principles of Marketing.Books for Reference1. Essential of Advertising – Chandan Singh and Malhan2. Advertising Procedure – Otto Kleppner3. Ogilvyon in Advertising – David Ogilvy4. Advertising Principles and Practice – Sethia and Chunawalla5. Brand Positioning – Sengupta Subroto, Tata Mac Graw Hill Publishing Company6. Advertising – Ahuja and Chhabra7. Ad. Worlds – Brand Media and Audiences – Meyers, Greg8. Broadcast Advertising – Sheriyl K Ziegler and Herbert H Howard7

Soft Core 1.3 - Web JournalismI. Basics of computers-Hardware and Software- Modem, Hard disk, CDROM, ControlPanel, CPU, Internet Explore, Email- Search Engines; Google, Yahoo. Netscape andothers.II.III.IV.Internet- History and Structure, Internet Explorer, Email- Search Engines; Google,Yahoo, Netscape and others. -HTML basics – Web Design and Web Development –WebDevelopment Tools - DREAMWEAVER, Flash, Final Cut Pro, AVID- Publishing your ownweb page.Online Journalism- Writing for the web-multimedia writing-world wide web writingappliedinteractive newspapers-cyberjournalism-webcasting-information design.Blogging – Blogging software and Technique -The Public Sphere in the Internet Era-Emergence of Collaborative Citizen Journalism- Cyber Laws of India- Code of Ethics inWeb Media.Books for Reference1. Producing for the Web ( Media Skills)- Jason Whittaker, 2000.2. Writing for Multimedia and the Web – A practical guide to content development forinteractive media – Timothy Garrand.3. The Digital Designer: 101 Graphic Design Projects for print, the web, multimedia, andmotion graphics – Stephen Pite.4. Absolute beginner’s guide to computer basics- Michael Miller.5. Discovering Computers 2007: A Gateway to Information, Complete – Gary B.Shelly,Thomas J.Cashman and Misty E.Vermaat.6. Clear Blogging: How People blogging are changing the world and how you can join them –Bob Walsh.7. Hands on guide to video blogging and podcasting – Damien Stolarz.8. Journalism and New Media – John V.Pavlik.9. 21 st century journalism – a practical guide – Andras Nyiro and others..10. The Idea of Public Journalism – Theodore L.Glasser9

ISoft Core 1.4 - Translation and Journalistic WritingTranslationDefinition – Importance – Types of Translation – Theories of Translation – Tools of Translation –Process of Translation – Translation in the Globalization era – Inter Semiotic Translation.IITranslation for the MediaElements of Media Translation – Techniques of Translation for Media – Challenges ofTranslation between Vernacular Languages and English and Vice Versa for Print and ElectronicMedia – Translating Advertisements – Translating Press Releases.IIIJournalistic WritingQualities of Journalistic Writing – Similarities and Differences between Journalistic Writing andLiterary Writing – Difference between News Writing – Feature Writing – Article Writing –Editorial Writing and Column Writing.IVTranslation Exercise Practical exercise in translation for Print Media and Practical exercise inJournalistic Writing.Books for References1. Understanding Media: Madhall Mchuhan – Pub: Rantidge Classics.2. Language the Basics: R.L. Transk3. Semiothes: The Basics: Divid Chandar – Pub: Foundation Books, New Delhi.4. ¨sÁµÁ «eÁÕ£ÀzÀ ªÀÄÆ® vÀvÀéUÀ¼ÀÄ: qÁ. JA.azÁ£ÀAzÀªÀÄÆwð - ¥Àæ: r.«.PÉ. ªÀÄÆwð, ªÉÄʸÀÆgÀÄ.5. Aspects of Language and Translation: Steiner G – Pub: Oxford University Press.6. The Scandals of Translation: Lawrence Venuti.7. Media and Translation – Christina Schaeffineo – Pub: Cambridge Scholars Publishing.8. Good Writing for Journalist - Angela Phillips – Sage Publications.10

Soft Core 1.5 – Applied Business Communication1. Introduction, Nature, Scope, The Growth of Business Journalism, ProfessionalRequirements of Business Journalist. Information Source of Business Journalism,Chambers of Commerce, Concepts of Share Market, Share Debenture, Investment,Mutual Funds.2. Major Business Journals and their Unique Feature. Economic Times, Business Line,Business Time, Business TV channels, NDTV, CNBC and ZEE, Supplementaries of MajorNewspaper and Magazine.3. Changing face of Business Journalism in the age of Global Business Scenario, Ethics andSocial Responsibilities of in Business Journalism.4. Characteristics of Business Journal Editing and Designing of Business Journal, Qualitiesof Effective Business Articles, Preparing Business Letters, Features, Annual Reports,Business Columnists, Interview of Business Personalities, Panel Discussion, Budget,Stock Markets.Books for References1. Business Communication Theory – Tole and Chandragadkar2. Financial and Economic Journalism – Kirseh Donald3. How to Excel in Business Journalism – Venkateshwaran4. The New Pal Grave – A Dictionary of Economics – John Eatwell5. Human Relations in Management – Heckmann6. Management: Tasks Responsibilities and Practices – Drucker7. Business Communication: A Management Perspective – Keval J. Kumar8. Administrative Communication – Lee D. Thayer RD Lireven9. The Executive Skill of Persuasive Listing – NH Athwya10. Communication in Business – Peter Little, Long Man.11

Soft Core 1.6 - Computer Skills for MediaI. Computer Basics - Basic Software and Hardware, Operating System, Installation(Software) Operation, Typing BasicsII.III.IV.MS Office - Word, Power Point, Excel etc., Creating Charts, Graphs, Tables etc.Basic Photo Editing - Abode Photoshop, Corel Photo Paint, Windows Photo ManagerBasic Designing for Print and Web Media Internet Usage - E-mail, Data Downloading,Uploading, Data Transfer, File Sharing, Streaming Media, Web Casting, Podcasting, WebCam, Live Transfer of Audio and Visual Data, Blogging, Social Networking (Face Book,Twitter, Orkut etc.), Desk Top Conferencing, Online Communication, LAN, WAM,INTRANET, Google Earth Usage.Books for reference1. Discovering computers 2010: Living in a digital world, Fundamentals (Shelly CashmanSeries) – Gary B.Shelly and Misty E. Vermaat, March 10, 20092. Office 2010 All-in-one for dummies (For dummies [Computer/Tech]) – Peter weverka,May 10, 20103. Desktop publishing and design for dubbies – Roger C. Parker4. The art and business of Photo editing – Selecting and evaluating images for publication –Bob Shepherd5. Learning web design – A beginner’s guide to (X) HTML, Stylesheets and web graphics –Jennifer Niederst Robbins and Aaron Gustafson – June 15, 20076. The internet for dummies – John R. Levine and Margaret Levine Young, January 19, 20107. Word 2010 all-in-one for dummies – Daug Lowe8. Powerpoint 2010 all-in-one for dummies – Peter Weverka9. Blogging all-in-one for dummies – Susan M Gunelius, June 8, 2010.12

SECOND SEMESTERHard Core 2.1 – Basics of Radio and TV Programme ProductionI. Radio production; Different programme formats – production crew – radio studio,acoustics, recording equipment, types of microphones.II.III.IV.TV Programme Production - Stages of Production – TV Crew- Principles of Scripting for TV.Camera – Types, Functions and Operations – Basic shots, movements and angles- Typesof Lens and functions- Visual Composition.Light- Characteristics of Light, Types of Light ;3-point Lighting and others-Types of Lighting Equipment, Lighting effects. Sound –Importance of audio in video – characteristics of sound – types of microphones – audiowork station and its functions.Editing and Post Production Techniques – Analogue, Non-linear Editing –Principles ofEditing.Books for Reference1. Techniques to TV Production – Rudy Bretz (McGraw Hill)2. Video Production Handbook – Miller (Focal Press)3. Working with Video: A Comprehensive Guide to the World of Video Production – WinstonBrian and Julta Kevdal4. Basic TV Staging – Millerson Gerald (Focal Press)5. Video Camera Techniques – Millerson Gerald (Focal Press)6. TV Sound Operations – Glyn Alkin7. Sound Techniques for Video- TV Media Manual Series (Focal Press)8. Techniques of TV Production – Gerald Millerson9. TV Production Handbook – H Zettel10. Audio – Visual Journalism – B N Ahuja11. TV Production – Allan Wurtzel12. Introduction to TV Journalism – S Kaushik13. Broadcast journalism – S.C.Bhatt13

Hard Core 2.2 – Freelancing & Feature WritingUNIT IBasics of Feature Writing - Definitions, Characteristics, Nature, Scope and Significance of FeatureWriting, Qualifications of a Feature Writer, Differences between news, Features and articles.UNIT IIWriting Feature – Sources of Ideas, Collection of Materials, Anatomy of Feature, Presentation of Featureand Techniques of Feature Writing, Structure of Feature, Feature Syndicates.UNIT IIIFundamentals of Freelancing - Meaning, Concept, Nature, Scope and Significance of Freelancing,Qualities of a Freelancer, Techniques of Freelancing, Sources of Freelancing, Tools of Freelancing andRecent Trends in Freelancing.UNIT IVContents of Freelancing – Article, Feature, Profile, Interview, Review, Column, Criticism, Letters toEditor, Blogs, Tweets, Ghost Writing and other forms of Freelancing, Citizen Journalism, Status ofFreelancing, Challenges and Opportunities in Freelancing.BOOKS FOR REFERENCE1. Louis Alexander Beyond the Facts2. Christene Hall How to be a Freelance Journalist3. R K Murthy Freelancing in India4. Jogn Hohenberg Professional Journalist5. ¤gÀAd£À ªÁ£À½î ¦üæïÁ£ïì ¥ÀwæPÉÆÃzÀåªÀÄ6. £ÁUÉñÀ ºÉUÀqÉ ªÀiÁzsÀåªÀÄ PÀ£ÁðlPÀ (¸ÀA)7. ¤gÀAd£À ªÁ£À½î £ÀÄravÀæUÀ¼ÀÄ8. «ÄvÀæªÀiÁzsÀåªÀÄ, ¨ÉAUÀ¼ÀÆgÀÄ ¦üæïÁ¤ìUÀ¼À SÁ¸ÀV PÁ®A14

Hard Core 2.3 – Media Law and EthicsI. Indian Constitution – Salient Features of Indian Constitution, Fundamental Rights,Fundamental Duties – Directive Principles of State PolicyII. Freedom of Speech and Expression with Special Reference to Freedom of Press in India –Law of Defamation, Sedition, Obscenity, The Censorship – The Law of ParliamentaryPrivilegesIII. Right to Information – Right to Privacy, Case Studies – The Official Secrets Act 1923, TheCopyright Act, The Press Council of India, The Contempt of Court Act, The Press andRegistration of Book Act, Working Journalist Act, Rules of Newspaper Registration.IV. Press Commissions – Laws relating to Broadcasting and Advertisement in India – CyberLaws – Indecent Representation of Women’s Act 1986.Books for Reference:1. Law and the Media – An Everyday Guide for Professionals – Crone2. Media and Ethics – S K Aggarwal3. Mass Media Laws and Regulations in India – K S Venkataramaiah4. Press and the Law – An Grover5. Press in Chains – Zamir Naizi6. Freedom of the Press – Some Recent Incidents – K S Venkataramaiah7. Mass Media and Freedom of Press in India – K S Padhy8. Battle for Freedom of Press in India – K S Padhy9. Laws of Press in India – B Basu10 The Press Council – T N Trekha15

Soft Core 2.1 – PhotojournalismI. Photo Journalism: History of Photography and Photo Journalism. Definition, Nature,Scope and Functions of Photo Journalism – Qualification and Responsibilities of PhotoJournalists, News Photographers and News Value, Types and Sources.II. Selection, Criteria for News Photographs – Channels of News Pictures – viz., Wire,Satellite, Agency, Stock, Picture Library, Freelancer, Photo Editing, Caption Writing, Photo– presentation.IV. Camera – Components and Types of Camera, Types of Lens, Types of Films, Types ofFilters – Importance of Light and Lighting Equipments – Camera Accessories – Pictureappreciation.V. Digital Camera – Digital Technology and its future – Darkroom Infrastructure – Filmdeveloping and Printing.Books for Reference1. Basic Photography – Newnes2. The Hanlyn Basic Guide to Photography – Hamlyn3. History of Photography – Cyernshem G R4. Photo Journalism – Rothsteline5. Techniques of Photo Journalism – Milten Feinberg6. Photo Journalism Manual – Bergin7. Picture Editing – Stanley E Kalish and Clifton C Edom8. News Photography – Jack Price9. 1000 Ideas for better News Picture – High Sidley and Rodney Fox10. Press Photography – Rnede and Mc Cal11. Pictures on a Page: Photo Journalism, Graphic and Picture Editing – Evans12. Photo Journalism: The Professional’s Approach – Kebre13. Newspaper Photography: A Professional View of Photo Journalism today – John14. Practical Composition in Photography – Bruck15. Photographic Color Printing: Theory and Technique – Current16

Soft Core 2.2 – Corporate CommunicationI. Importance of Corporate Communication- Nature, Meaning of Corporate Communication-Corporate communication practices- organizing, budgeting.II. Functions of Corporate Communication: brand strategy, media relations, internetcommunication, corporate advertising, corporate identity, intranet communication,marketing communication, public relations, crisis communication, annual report, corporatemission statement, training and employee development, technical communication, issuemanagement, ethics code.III. Government relations, corporate culture, corporate philanthropy, employee/internalcommunication, executive communication/speeches, reputation management, communityrelations, labor relations, investor relations,IV. CSR: Corporate Social Responsibility- its importance, CSR focus areas and practices:environmental conservation, energy conservation, disaster management, workplace healthand safety, consumer rights advocacy, community development.Books for references:1. Organizational Communication- Gary L.Kreps2. Inside Organizational Communication- Gary L.Kreps3. Corporate Communications – Argenti4. Corporate Communication – Paul A.Argenti5. Managerial Communication: Strategies and Applications – Geraldine E. Hynes andGeraldine Hynes6. The Power of Corporate Communication: Crafting the Voice and Image of Your Business –Paul A.Argenti7. Corporate Conversations: A Guide to Crafting Effective and Appropriate InternalCommunications – Shel Holtz8. Corporate Communications: Theory and Practice – Joep P.Cornelissen9. Essentials of Corporate Communications and Public Relations – Harvard Business SchoolPress ( Author) and Society for Human Resource Management ( Author)17

Soft Core 2.3 – Health CommunicationI. Nature and scope of health communication and Indian perspective; Health status andpolicy in India.II.III.IV.Interpersonal communication and small group communication in health care;Communication of health related issues, approaches in health communication, Changeagents, Voluntary agencies, Incentives, Tackling rumours and taboos. Role ofcommunication in health organizations, Health issues and communication campaigns,Population, family welfare, child welfare and women welfare.Health images in mass media; public health campaigns, communication and healtheducation.Writing health news reports, articles and in depth news reports. Production ofHealth supplements of daily newspaper; Design and content selection and writing. Healthmagazines and Health content in General Magazines.Writing health programmes for radio; Script writing for Health programmes for TV.Designing media campaigns on Health issues. Poster preparation on health issues.Preparation of Social advertising on Health issues; case studies.Books for references1. Health communication: Theory and Practice – Dianne Berry2. Case studies in Health communication – Eileen Berlin Ray3. Health and the New Media: Technologies transforming personal and public health – LindaM. Harris4. Communication and Disenfranchisement: Social health issues and implications – EileenBerlin Ray5. Health communication: From theory to practice – Renata Schiavo6. Effective health communication – Danteshwari Bhaskar B. Sumalata7. HIV and AIDS in South Asia – The World Bank8. IT and Rural health care – Murli D.Tiwari and Kamlesh N.Agarwala18

Soft Core 2.4 – Writing for RadioI. The principle scripting for radio, developing themes, proposal for radio treatment,language for radio, programmed formats and script for radio.II. Story board script format, radio drama, script design, voiceover and narration.III. Writing for special viewers, programme for children, women, farmers and youth issuebased programme. Documentaries, talk show, phone- in and emerging formats.IV. Writing news, reports for radio, conducting news interviews, techniques of using soundbites, news heading techniques voice modulation and pronunciations.Books for references1. Radio and guide to broadcasting techniques – Evans2. Handbook bradcasting – Waldo Abbot and A Rider3. Broadcasting and the people _ Mehra Malrani4. Writing for TV and radio - Robert Hellard.5. Modern radio production – O’Donnell Lewis B., Philip Benoit and Carl.Hausman6. Radio programming :Tacts and Strategy – Eric G.Norberg7. Writing and Producing Radio Dramas – Esta De Fossard19

Soft Core 2.5 – Writing for TVI. Sources of idea for writing script – Research for developing script ; writing communicationsynopsis – Nature, types and characteristics of script – Visualization, ImagesII.III.IV.Script writing to story boarding; Screenplay; construction of sequence, scenes.Storyboard. Writing to entertain, script format drama, script design, voice over andnarration.Writing for special audience, programme for children, women, farmers and youth, issuebased programme.Writing news, reports for TV, conducting news interviews, techniques of using sound bits,news reading techniques voice modulation and pronunciations. Tele serial scripts,documentary, talks how sitcoms, phone in quix and emerging formats, film and TVlanguage and its grammar.Books for references1. Techniques to TV Production – Rudy Bretz (McGraw Hill)2. Video Production Handbook – Miller (Focal Press)3. Basic TV Staging – Millerson Gerald (Focal Press)4. TV Sound Operations – Glyn Alkin5. Understanding TV – Prager6. Techniques of TV Production – Gerald Millerson7. TV Production Handbook – H Zettel8. Audio – Visual Journalism – B N Ahuja9. Writing for TV & Radio – Robert Hellard10. TV News – Fang L F11. TV Production – Allan Wurtzel12. Introduction to TV Journalism – S Kaushik13. Writing and Producing for TV and Film – Esta De Fossard20

Soft Core 2.6 – Political CommunicationI Meaning, nature and scope of political communication -politics, democracy and media-Political communication theories and effects - Media effects of political communicationpoliticalmarketing : advertising and political PRII Role of media in political communication - Agenda setting theory- Spiral of Silence -Consensus Gatekeeping vs Propaganda models — Four theories of press - Normativetheories of pressIII Public opinion - polls, reliability and validity of public opinion polls - conducting of publicopinion -public opinion and audiences- Guiding public policies - media and foreign policyof the government-Media and policymakingIV Political ideology -left, right and centre media and terrorism - Media power in politics -Role of Media in Elections and its impact -media and political campaignsBooks for reference1. An introduction to political communication - Brian McNair2. Political communication in a new era: a cross national perspective - Gadi Wolfsfeld,Philippe J.Maarek.3. Mediated politics: communication and the future of democracy-W. Lance Bennett4. Comparing political communication:Theories, Cases and Challenges - Frank Esser,Barbara Pfetsch5. Politics, media and modern democracy - David L.Swanson, Paolo Mancini6. Politics and the Press : the news media and their influences - Pippa Norris7. The media , politics and public life - Geoffrey Craig8. Comparing media systems-Daniel C.Hallin, Paolo Mancini9. Four theories of the press-Fred Seaton Siebert, Theodore Peterson, Wilbur Schramm10. Normative theories of the media Journalism in democratic societies - CliffordG.Christians, Theodore Glasser, Dennis Mc Quail, Kaarle Nordenstreng, Robert A.White11. Mass communication theory : Foundations, Ferment and Future -Stanley J.Baran,Dennis K.Davis.12. Democracy and the media : a comparative perspective - Richard Gunther, AnthonyMughan.13. Political communication-Steven Foster14. Key concepts in Political communication - Darren G.Lilleker15. Media power in politics - Doris A.Graber21

Open Elective 2.1 Communication SkillsI. Communication – Definition and importance; Elements and Process of Communication;Communication Models.II. Levels of Communication – Intrapersonal – Interpersonal – Group and MassCommunication – Functions of Communication – Intercultural Communication.Types of Communication – Verbal and Non-Verbal – Various forms of Verbal and Non-Verbal Communication – Body Language.III. Art of Public Speaking – Techniques of Interpersonal Relationships – Art of Writing Businessand Personal Letters, Art of Journalistic Writing, Group Dynamics – Leadership Styles.IV. Importance of good Communication in One’s life – Improving your Communication Skills –Elements of Technical Writing - Preparing CVs.Books for reference1. Communication Theories, Origin, Methods, Uses – Werner Severin J and James W TankardJr., Longman Publications, 19882. Communication models for the study of Mass Communication – Denis Mc Quail and S. VenWindah, Longman, Singapore Publications, 19813. Communication for Development in the Third World – Srinivas R Melkote, SagePublications, New Delhi, 19914. Theories of Mass Communication – Uma Narula5. Folk Media for Development – N Usha Rani6. Mc Quali’s Mass Communication Theory – Denis Mc Quail, Sage Publications7. Speech Communication – William D Brooks8. Personality Development: Every Manager’s Desk, Reference Series Vol. I, Vol. II & Vol. III –Techmedia Publications.9. ¸ÀAªÀºÀ£ÀPÀ¯É: ¸ÉÆêÀıÉÃRgÀ gÁªï.10. CzsÀĤPÀ ¸ÀªÀÄƺÀ ªÀiÁzsÀåªÀÄUÀ¼ÀÄ - ©.J¸ï. ZÀAzÀæ±ÉÃRgï.11. ¥ÀjuÁªÀÄPÁj ¸ÀAªÀºÀ£À PÀ¯É - ¤gÀAd£À ªÁ£À½î.12. Communication Skills – Chris Cole.22

Open Elective 2.2 - Corporate CommunicationI. Importance of Corporate Communication- Nature, Meaning of Corporate Communication-Corporate communication practices- organizing, budgeting.II. Functions of Corporate Communication: brand strategy, media relations, internetcommunication, corporate advertising, corporate identity, intranet communication,marketing communication, public relations, crisis communication, annual report, corporatemission statement, training and employee development, technical communication, issuemanagement, ethics code.III. Government relations, corporate culture, corporate philanthropy, employee/internalcommunication, executive communication/speeches, reputation management, communityrelations, labor relations, investor relations,IV. CSR: Corporate Social Responsibility- its importance, CSR focus areas and practices:environmental conservation, energy conservation, disaster management, workplace healthand safety, consumer rights advocacy, community development.Books for references:1. Organizational Communication- Gary L.Kreps2. Inside Organizational Communication- Gary L.Kreps3. Corporate Communications – Argenti4. Corporate Communication – Paul A.Argenti5. Managerial Communication: Strategies and Applications – Geraldine E. Hynes andGeraldine Hynes6. The Power of Corporate Communication: Crafting the Voice and Image of Your Business– Paul A.Argenti7. Corporate Conversations: A Guide to Crafting Effective and Appropriate InternalCommunications – Shel Holtz8. Corporate Communications: Theory and Practice – Joep P.Cornelissen9. Essentials of Corporate Communications and Public Relations – Harvard Business SchoolPress ( Author) and Society for Human Resource Management ( Author)23

THIRD SEMESTERHard Core 3.1 – Communication Research MethodsI. Nature and Meaning of Research – Types of Research – Pure and Applied – Types ofCommunication Research – Print and Electronic Media Research.II. Review of Related Literature – Defining Research Problem – Research Objectives –Hypothesis, Meaning, Characteristics and Importance – Research Design – Sampling:Meaning & Types of Sampling, Probability & Non-Probability – Types of ProbabilitySampling.III. Types of Research- Survey Research, Content Analysis, historical Research, ExperimentalResearch, Ratings Research, Non-Ratings Research, Field Study.IV. Data Collection – Questionnaire, Interview Guide, Observation Methods, Rating Scales.Data Analysis. Research report writing and techniques – statistical analysis, Ethics ofresearch.Books for reference1. Scientific Social Surveys and Research – Pauline V Young2. Research: An Introduction – Robert Ross3. Sociological Research Methods – William J Good, Paul K Gat4. Research in Education – John H Best, James V Than5. Experimental Design in Behavioral Research – K D Broota6. Research Methodology Methods Techniques – C R Kothari7. Mass Media and Rural development: A Study of Village Communication in Bihar – A K Singh8. Communication Research for Development – The ISRO Experience – Joshi Aggarwal9. Qualitative Communication Research Methods – Thomas R Linglog10. Media Analysis Techniques – Arthur Asa Berger11. ¸ÁªÀiÁfPÀ ¸ÀA±ÉÆÃzsÀ£Á «zsÁ£ÀUÀ¼ÀÄ - © J¸ï ZÀAzÀæ±ÉÃRgÀ (ºÀA¦ «. «.)12. ¸ÁªÀiÁfPÀ ¸ÀA±ÉÆÃzsÀ£Á «zsÁ£À - JA £ÁgÁAiÀÄt13. ¸ÁªÀiÁfPÀ ¸ÀA±ÉÆÃzsÀ£Á «zsÁ£À - ZÀ £Á ±ÀAPÀgï gÁªï14. ¸ÁªÀiÁfPÀ ¸ÀA±ÉÆÃzsÀ£Á «zsÁ£ÀUÀ¼ÀÄ - JA. ²ªÀªÀÄÆwð24

Hard Core 3.2 – Media ManagementI. Principles of management: definitions, functions, management process, economic media,economic impact on media - FDI influence and media management.II. Media organization structure: organization structure of Indian media, print and electronicmedia, ownership patterns of Indian media, newspapers, magazines television, radionetworks.III. Print media, economy of newspaper, production cost operation, non operation revenueaids, selling of space commercial print job, budgeting, promoting strategies circulationand revenue, readership measurement system ABC, NRS, INS and NI.IV. Economy of radio and television production - cost operation and non operationbudgeting, market for Indian television programmes, cost and revenue. Selling time andmarketing. Concept of marketing mix and media management.Books for references1. The Indian media business – Vanith Kohli Kandeka, 2006.2. Media organization management – James Redmind and Robert, 2004.3. Total quality management – Halur C.4. Fundamental and marketing – Stantton and Charles F.5. Transitioned media – Edited by Gali Einav6. Media Management: A casebook approach – Jan Wicks LeBlanc and others7. Media Management – K.Suresh8. Media Management – Andrej Vizjak and others9. Advertising and Media Mangement – Meena Devi10. Management of Electronic Media – Alan B.Albarran25

Hard Core 3.3 – MultimediaI. Definition and elements of multimedia -Applications of Multimedia; Video streaming,audio streaming - Considerations for a multimedia presentation - Multimedia gadgets likescanner, digital camera etc.II.III.IV.Quark Xpress basics; Creating, opening and saving documents - Creating, importing,editing and formatting text and using style sheets - Importing and editing graphics-Storingcommon elements in libraries.Introduction to sound and audio - Analog and digital audio - Audio recording and editingwith Sound Forge.Introduction to Video formats and their applications, Introduction to Linear and nonlinearvideo editing - H/W requirements for a non-linear video editing workstation- Adobepremiere interface; project window, timeline and Monitor window- Video capturingthrough camcorder/DV TapesBooks for Reference1. "Quark X-Press for beginners" Pb.BPB Publication2. Douglas Dixon, "How to use Adobe Premiere 6” Pb. Techmedia3. John Villamil Casanova, Louis Molina "Multimedia -An Introduction” Pb. PHI4. Tay Vaughan, "Multimedia - Making it work", Pb. Tata McGrawhili5. Visual Communication – Ed: Carey Jewth and Others26

Soft Core 3.1 – Comparative JournalismI. Development of Newspaper and Periodicals in USA – Milestones in the history of AmericanJournalism; Development of British Newspapers and Magazines – Milestones in the historyof British journalism.II. History of Journalism in India – Early Newspapers; Contribution of English Language Pressto Freedom Struggle; Regional Language Press and Freedom Struggle.III. Profile of Newspapers; Indian Express, Statesmen, The Hindu, Hindustan times, Times ofIndia, Free Press Journal, National Herald, Anand Bazar Patrika, Amrita Bazar Patrika, TheTribune.IV. History of Kannada Journalism – Kannada Press in Pre - Independent India; Profile ofProminent Newspapers of Kannada.Books for References1. Indian Journalism – Nadig Krishnamurthy2. History of Indian journalism – S. Natarajan3. A History of the Press in India – S. Natarajan4. Journalism in India – Rangaswami – Bhargava5. American Journalism – Frank Luther Mott6. The Press in America – Edwin Emery7. March of Journalism – Harold Herd8. Role of the Press Laws and Communication – B. N. Ahuja9. History of Press, Press Laws and Communication – B. N. Ahuja10. The World’s Greatest Dailies – Merill and Fishes11. Freedom Movement and the Press – The Role of Hindi Newspaper – M. Gopal12. History of Indian Press: Growth of newspapers in India – B. N. Ahuja13. PÀ£ÀßqÀ ¥ÀwæPÉÆÃzÀåªÀÄ – J£ï – GµÁgÁtÂ14. PÀ£ÀßqÀ ¥ÀwæPÁ ¸ÀÆa - ²æäªÁ¸À ºÁªÀ£ÀÆgÀÄ15. 21 st Century Journalism in India – Ed: Nalini Rajan – age Publications27

Soft Core 3.2 – Radio Programme ProductionI. Writing for radio: Basic principles of writing for radio – language – types of radio scripts.II. Interview for radio – planning and preparation – telephone interview, and on the spotinterview, news conference.III. Reporting for radio – writing – Format of radio news, packaging, Style sheet , writing radionews reports – techniques, strategies, sound bites, use of language, accent andpronunciation. Editing a new bulletin. Preparing script for news anchoring. Anchoringmusic and other entertainment programmes.IV. Radio production: Production elements of radio programmes: speech, narration,dialogue, sound effect, music, silence. Presentation of radio programme – job of thepresenter – broadcast speech, delivery modulation, projection of voice. Production ofinteractive programmes and live programmes.Books for references1. Radio and guide to broadcasting techniques – Evans2. Handbook bradcasting – Waldo Abbot and A Rider3. Broadcasting and the people _ Mehra Malrani4. Writing for TV and radio - Robert Hellard.5. Modern radio production – O’Donnell Lewis B., Philip Benoit and Carl.Hausman6. Radio programming :Tacts and Strategy – Eric G.Norberg7. Better broadcast writing - better broadcast news – Greg Doffs.8. A guide to scripting for TV, Radio and Film – Ronald wolfe.9. Brand Bollywood – Derek Bose10. Bollywood – Rajender Kumar Durah11. Bollyworld – Raminder Kaur and Ajay J. SinhaPractical examination in the C3 component should be conducted for 50 marks and a total of 150should be converted for 100 marks28

Soft Core 3.3 – TV Programme ProductionI. The production process; Proposal writing and budgeting – Writing for Television: TV – Newswriting – research, visualization and production script.TV reporting – interview techniques, news bulletin formats – voice over, sequencing andedition news packages; investigative reporting, economic reporting, sports reporting –human interests stories, news feature and news analysis.II. TV news editing: Planning, production and compilation of news programme, writing lead in/ introduction to news packages, headline writing, teasers, promos.III. TV Anchoring: Voice broadcast skills, pronunciation, facing a camera, eye contact, use ofteleprompter, live studio, Interviews, moderating TV studio discussions, anchoring chatshows.IV. Editing – Animation and Graphics, Voice over, Dubbing, Mixing , Titling, Mastering.Books for references1. Successful television writing – Lee Goldberg William Rabkin2. Better broadcast writing - better broadcast news – Greg Doffs.3. A guide to scripting for TV, Radio and Film – Ronald wolfe.4. Techniques to TV Production – Rudy Bretz (McGraw Hill)5. Video Production Handbook – Miller (Focal Press)6. Basic TV Staging – Millerson Gerald (Focal Press)7. TV Sound Operations – Glyn Alkin8. Understanding TV – Prager9. Techniques of TV Production – Gerald Millerson10. TV Production Handbook – H Zettel11. Audio – Visual Journalism – B N Ahuja12. Writing for TV & Radio – Robert Hellard13. TV News – Fang L F14. TV Production – Allan Wurtzel15. Introduction to TV Journalism – S KaushikPractical examination in the C3 component should be conducted for 50 marks and a total of 150should be converted for 100 marks29

Soft Core 3.4 – Science and Technology CommunicationI. Definition, Nature and Scope for Science and Technology Communication, ImportanceII.III.IV.and Functions of Science, Purpose of Science, Evolution of Science. Major ScientificActivity in India, Scientific Institution, Scientific Organization and Personalities.Role of Government, Non-Governmental and Institutional Organization in theDepartment and Promotion of Science. Role and Function of Mass Media in Publishing,Public Education and Promotion of Science and Technology in India.Aims and Objectives of Science Coverage in Media, Types of News Stories in Mass Media,Sources of Science News.Writing Science Stories- Editorial, Articles, Features and Investigative Reports, Policies,Ideas, Writing Science Stories And Promoting Scientific Temper Through Media, EmergingTrends.Books for Reference1. Science and Media – Peter Forage2. History of Science – J D Burnel3. Science and Education in Under developing states – Philips H4. How to Write and Publish Scientific Papers – Bay Robert5. Handbook of Science Communication – Anthony Wilson6. The MIT Guide to Science and Engineering Communication – Muriel Zimmerman7. The Hands-on Guide to Science Communicators: A Step-by-Step Approach to PublicOutreach – Lars Lindberg Christensen8. Science Communication in Theory and Practice – S.M.Stockmayer, M.M.Gore andC.Bryant30

Soft Core 3.5 – Intercultural CommunicationI. Culture: Definition, Culture as a Social Institution – Value Systems; Primary & Secondary,Easter & Western perspectives.II. Inter-Cultural Communication – Definition, Process, Philosophical & Functional Dimensions– Cultural Symbols in Verbal & Non-Verbal Communication.III. Modern Mass Media as Vehicles of Inter-Cultural Communication – Barriers – Religious,Political & Economic Pressure – Conflicts.IV. Impact of New-Technologies on Culture – Globalization Effects on Culture andCommunication. Mass Media as a Culture Manufacturing Industry. Communication & FolkMedia – Character – Context & Functions.Book for Reference1. Culture & Communication – A World View - K S Sitaram2. Hand of Inter-Cultural Communication - Asante3. An Outlines of Indian Philosophy - Hiriyanna4. Culture, Communication & Social Change - P Joshi5. The Effects if Mass Communication - Joseph Klapper6. Mass Culture, Language & Arts in India - M L Apte7. Media, Culture & Communication - S Banerjee8. Media, Culture & Society – A Critical Reader - R Collins9. Folk Music & Mass Media – Shayam Parmer10. Cross Cultural Prospective in Human Development – Ed: T.S.Saraswathi31

Soft Core 3.6 – Folk MediaI. Origin and meaning of the concept ‘folk media’ – characteristics of folk media – relevanceof folk media in modern society.II. Classification of folk media forms, important folk media forms in India – Folk songs, Folkdances, Folk theatre, Folk tales, Folk games and street plays.III. Popular folks arts in Karnataka and their use in development communication: Yakshagana,Harikathe, Puppetry, Gee Gee & religious folk songs Dollu kunitha, Veeragase, Kamsale.Popular folk media forms of Andhra Pradesh, Tamil Nadu, Kerala, Maharashtra, Punjab.IV. Integrated use of Folk Media and Mass Media – role of government agencies like Song andDrama Division, Information and Publicity Department, Yakshagana Academy, prominentfolk artists.Books for References:1. Folk Media for Development – Dr. N. Usha Rani2. Folk Media & Communication – Ranganath H.K.3. Traditional Folk Songs – Shyam Parmar4. Folk Arts and Social Communication – Durgadas Mukhopadhya5. Role of Traditional Folk Media In Rural India – N. Vijaya6. Folk Theatre in India – Gargi Balawant7. The Indian Theatre – Mulk Raj Anand8. Complete Book On Puppetry In India – Curre D.9. The Passing of Traditional Society – Daniel Lerner10. Traditional Folk Media in India – Shyam Parmar32

Soft Core 3.7 – Environmental CommunicationI. Ecology – Factors affecting Ecology, Flora and FaunaII. Aforestation – Social Forestry, Dams Projects – Socio-Political Aspects – EnvironmentalHazardsIII. Pollution – Water, Air, Chemical Wastage – Role of NGOs in Environments Protection,Community Development ProgrammesIV. Environment and Media – Case Study – Narmada Bachao Andolan, Chipko, Kaiga, Appiko– Treatment of Environment in Print and Electronic MediaV. Writing Environmental News Reports – investigative Reports – Interpretative Reports – IndepthReports – Environmental Policies of the GovernmentBooks for Reference:1. Environmentalism and The Mass Media: The North South Divide – Graham Chapman,Keval J Kumar, Caroline Fraser2. Economic Values and Environment in the Developing World – Straves Georgio3. World Directory of Country Environmental Studies – Sean Garden and Daniel B Tungstall4. The Economics of Environmental Degradation: Tragedy for the Commons – Timothy SSwanson and Cheltahnam5. Education for Sustainability – John Huckle and Stephen Sterling6. Greening International Institution – Jacob Werksman7. Dateline Earth: Journalism as if the Planet Mattered – Kunda Dixit8. An Earth to Inherit – Anita Cheria and Edwin9. Life Goes On – M K Bhat, Anita Cheria and Edwin10. Framing an Environmental Controversy in India’s English Language Press: A Study oftext in context – Elizabeth Ann Burch33

Open Elective 3.1 Film AppreciationUnit IBrief History of World Cinema, Indian Cinema and Kannada CinemaUnit IIFilm Theories and Film Classics, Studying of Rothoman, Bycicle Theories, Battle thip Potemkinand APU Triology, and One Commercial FilmUnit IIIPractical Elements of Cinema, Types of Cinema, Film Making ProcessUnit IVFilm Culture, Film and Society, Film Criticism, Sociology of Indian CinemaBooks for References1. Erik Barnovw and S. Krishna Swamy – Indian Cinema – Oricut Longman, 1963.2. Arun Vasuev – Seventy Five Years of Indian Cinema3. Arun Vasuev – Frames of Mind Reflection Indian Cinema – UBS Publishing4. Sushil Arora – Cyclopedia of Indian Cinema Vol – 122 – Anmol Publications, New Delhi5. Rudolf Avmheim – Art and Visual Perception – University of California Press, 1969.6. Rudolf Avmheim – Film as an Art – University of California Press, 1969.7. Bela Balazs Demis Dobson – The Theory of Film – 1952.8. Anthony Agate – Censorship and Permissive Society Clacendom Press Oxford, UK, 1995.9. Dimytryk – Cinema Concept and Practice - Focal Press, London, 1988.10. Huaco – The Sociology of Film Art – Basic Books, New York, 1965.11. Bordwell and Thomson – Film Art: An Introduction Practice Hall – Eagle word Cliffs, NJ,1979.12. Cinemada Yantra Bhashe – K.V. Subbanna – Nivalam Heggodu13. Cinemada Doora Chitra Sameepa Chitragalu - K.V. Subbanna – Nivalam Heggodu14. Bare Bottoms and Bare – Buttocks.34

Open Elective 3.2 - Marketing CommunicationUnit INature of Marketing Managements, Types of Products and Service for Marketing. Organisationof Marketing Features, Marketing Concepts, Products, Production and Selling, MarketingEnvironment, Micro and Macro Environment.Unit IIProduct Positioning Consumer Behaviour, Buying Process Models – Marketing Mix – Elements,Such as Product, Price, Promotion, Distribution – levels of Products – New ProductDevelopment, Production Lifecycle Price Strategies, Branding, Labeling and Price.Unit IIIMarketing Communication – Definition, Nature and Scope Publicity, Advertising, PublicRelation, Personal Selling, Sales Promotion, Direct and online Marketing.Unit IVIntroduction to Media, Types of Media for Advertising, Media Economics, Events andSponsorships – Creating Sponsorship Proposals, Media, Planning and Media Selection.Books for reference1. Marketing Communication – John Egan2. Marketing Communication: An Integrated Approach – Paul Russell Smith and JonathanTaylor3. Strategic Integrated Marketing Communication – Larry Percy4. The New Rules of Marketing and PR – David Scott5. Marketing Communication: A Brand Narrative Approach – Micael Dahlen, Fredrik Langeand Terry Smith6. Integrated Marketing Communication: Creative Strategy from Idea to Implementation –Robyn Blakeman7. Marketing Communication – John R. Rossiter and Steven Bellman.35

FOURTH SEMESTERHard Core 4.1 – Communication TheoriesI. Introduction to mass communication theory; Defining and redefining masscommunication; emergence of scientific perspective on mass communication; Eras ofMass society and Mass Culture. Magic Bullet theory, Lasswell’s Propaganda theory,Lippmann’s theory of public opinion.II. Normative theories - The origin of normative theories of media; Libertarian theory andSocial Responsibility Theory of the Press.III. Limited effects theories: Paradigm shift in Mass Communication theory; Two-step flow ofinformation and influence, Limited Effects Theory - Attitude change theories- informationflow theory, diffusion theory.IV. Rise of cultural theories in Europe – Marxist theory – The Frankfurt School andNeomarxist theory. Media and audiences: Uses and gratification, development receptionstudies, Marshal McLuhan‘s Medium is the message; agenda setting, Media as a cultureindustry, Cultivation approach. Globalization and Media.Books for reference1. Mass communication theory: An introduction - Denis Mcquail2. The process and effects of mass communication – Wilbur Schramm3. Mean, massages and media – Wilbur schramm4. The effects of mass communication – Joseph Klapper5. Mass communication theory – Stanley J.Baran and Dennis K.Davis6. Theories of Mass Communication –Melvin L.DeFleur and Sandra Ball Rokeach36

Hard Core 4.2 – Dissertation1. Students shall carry out a major research project in IV semester under the guidance of afaculty member. Project work is compulsory for all the students. The topics shall beapproved by the Department Council. All the Faculty Members shall guide the students.Minor/Major Project EvaluationRight from the initial stage of defining the problem, the candidate has to submit theprogress reports periodically and also present his/her progress in the form of seminarsin addition to the regular discussion with the guide. Components of evaluation are asfollows.Component – I (C 1 ): Periodic progress and progress reports (25%)Component – II (C 2 ): Results of work and draft report (25%)Component – III (C 3 ): Final viva-voce and evaluation (50%). The report evaluation is for40% and the viva-voce examination is 10%.The (C 3 ) (Component-III) for both minor and major project works shall be evaluated by apanel of two members consisting of the guide and an external examiner.37

Hard Core 4.3 – Development CommunicationI. Definition- nature and concept of development – old and new paradigm of development –Indian concept of development – characteristics of developing societies; gap betweendeveloped and developing societies.II. Development communication – definition, origin – role of media in developmentcommunication – strategies in development communication – case studies and experience.III. Development communication planning strategies and action plans – decentralization,panchayat raj institutions and communication. Problems faced by governmental and nongovernmentalagencies in development communication – diffusion of innovation, models inagricultural communication – case studies of communication support to agriculture, Tribaldevelopment.IV. Writing development stories in areas like health and family welfare agriculture and ruralenvironment communication. Writing development messages for rural audience; specificrequirements for writing development stories for media like newspapers, magazines radioand television.Books for Reference1. Communication for development in third world – Srinivas R. Melkata2. India’s information revolution – M. Rogers and Ana Aravind Singhlal.3. Design and development message – Bella Modi.4. Development commercial – Uma Navula.5. Interdependent development – Naoold Brookfield.6. Definition of innovations – Everest M Roger.7. Grassroots Development Communication – Dr. B.P.Mahesh Chandra Guru8. Folk media for development – N. Usha Rani.9. Community Radio – M. Abdul Rehaman Pasha10. C¨sÀÄåzÀAiÀÄ ¥ÀwæPÉÆÃzÀåªÀÄ – F±ÀégÀ zÉÊvÉÆÃl11. The enghtenth elephant – Ishwar Daitota12. Everybody loves a good drought – P. Sainath.38

Soft Core 4.1 – Advanced Radio ProductionI. Principles of scripting for radio and television - Developing themes, proposals for radioand television – Treatment- Language for radio and television -Programmed formats andscripts for radio ; Interviews, Documentaries, Commercials , Features and Sports.II.III.IV.Production of Radio News Bulletins – Technical preparations and content preparation forNews production.Production of Radio documentary – Production of Radio Commercial Writing script andstory board and production process.Production of TV documentary and TV Commercial– scripting and story board andproduction process.Books for Reference:1. Radio: A Guide to Broadcasting Techniques – E Evans2. Hand Book of Broadcasting – Waldo Abbot and R Rider (McGraw Hill)3. Techniques to TV Production – Rudy Bretz (McGraw Hill)4. Broadcasting and the People - Mehra Massani (NBT)5. Video Production Handbook – Miller (Focal Press)6. Working with Video: A Comprehensive Guide to the World of Video Production – WinstonBrian and Julta Kevdal7. TV Sound Operations – Glyn Alkin8. Techniques of TV Production – Gerald Millerson9. TV Production Handbook – H Zettel10. Audio – Visual Journalism – B N Ahuja11. Writing for TV & Radio – Robert Hellard12. TV News – Fang L F13. TV Production – Allan Wurtzel14. Introduction to TV Journalism – S Kaushik15. Participatory Video – Shirtey A. White16. Other Voices – Vinod Pavarala and Kanchan K Malik17. Creative Social Research – Ananta Kumar Giri – Pub: Vistaar Publications18. Research Methods in the Social Science – Ed: Bridge Somekh – Pub: Vistaar Publications*Practical examination in the C3 component should be conducted for 50 marks and a total of 150should be converted for 100 marks39

Soft Core 4.2 – Advanced TV ProductionI. Principles of scripting for radio and television - Developing themes, proposals for radioand television – Treatment- Language for radio and television -Programmed formatsand scripts for radio ; Interviews, Documentaries, Commercials , Features and Sports.II.III.IV.Production of Radio News Bulletins – Technical preparations and content preparationfor News production.Production of Radio documentary – Production of Radio Commercial Writing script andstory board and production process.Production of TV documentary and TV Commercial– scripting and story board andproduction process.Books for Reference:1. Radio: A Guide to Broadcasting Techniques – E Evans2. Hand Book of Broadcasting – Waldo Abbot and R Rider (McGraw Hill)3. Techniques to TV Production – Rudy Bretz (McGraw Hill)4. Broadcasting and the People - Mehra Massani (NBT)5. Video Production Handbook – Miller (Focal Press)6. Working with Video: A Comprehensive Guide to the World of Video Production – WinstonBrian and Julta Kevdal7. TV Sound Operations – Glyn Alkin8. Techniques of TV Production – Gerald Millerson9. TV Production Handbook – H Zettel10. Audio – Visual Journalism – B N Ahuja11. Writing for TV & Radio – Robert Hellard12. TV News – Fang L F13. TV Production – Allan Wurtzel14. Introduction to TV Journalism – S Kaushik15. Participatory Video – Shirtey A. White16. Other Voices – Vinod Pavarala and Kanchan K Malik17. Creative Social Research – Ananta Kumar Giri – Pub: Vistaar Publications18. Research Methods in the Social Science – Ed: Bridge Somekh – Pub: Vistaar PublicationsPractical examination in the C3 component should be conducted for 50 marks and a total of 150should be converted for 100 marks40

Soft Core 4.3 – Film JournalismI. Cinema: The origin of cinema – entertainment – association/relations with other mediaII.III.IV.such as print/radio and TV.Development of Cinema: Important stages in development of cinema in India, variousgenres of cinema – comparison with Russian, Spanish and French cinema, Nationalcinema and regional cinema.Writing and Editing – Film magazines and film supplements of NPs; writing film reviews;reporting film festivals and film awards.Film personalities viz., Satyajit Ray and Mrinal Sen – Sham Benegal – AdoorGopalakrishnan and Aravindan – K. Balachandran and Mani Rathnam – Puttanna Kanagal– N. Lakshminarayana – Girish Kasaravalli -Book for Reference1. Beginner’s Guide to Super 8 Film Making - Frank Arrowsmith2. Cine Art & Film Craft - Capt. M D Shinde3. ¹¤ªÀiÁ - Vjñï PÁ¸ÀgÀªÀ½î4. Roberto Rossellini - Peter Brunette5. The Short Fiction Scenario - S M Eisenstein6. ¹¤ªÀiÁzÀ AiÀÄAvÀæ ¨sÁµÉ - PÉ « ¸ÀħâtÚ7. ¹¤ªÀiÁzÀ zÀÆgÀ avÀæ ¸À«ÄÃ¥À avÀæUÀ¼ÀÄ - PÉ « ¸ÀħâtÚ8. Cinema & I - Ritwik Ghatak9. History of the Movies - Edward F Dolan Jr.10. The Story of Cinema - David Shipman11. Indian Film - Krishna Swamy12. Encyclopedia of Indian Cinema - Rajyadhyaballaa13. 75 Years if Indian Cinema - Aruna Vasudeva14. Indian film – Erik barnouw and S. Krishnaswamy15. Movies as mass communication – Crarty Jowelt and James M Linton16. Film theory and practice – Mast and Cohen17. The subject of cinema – Gaston Roberge18. Film form, Film Sense – S.M. Eisenstain41

Soft Core 4.4 - Agricultural CommunicationI. Agriculture; present status of production and economic condition of farmers in Karnataka,The present agricultural policy of India and Karnataka. Meaning, nature, scope andcharacteristics of agricultural journalism; Agricultural movement in India, Media and greenrevolution; Role and significance of Media in Agrarian society; Status of agriculturaljournalism in India.II. Agricultural media reporting, features, interviews articles, analytical stories, techniques andterminologies, agriculture and media.III. Agriculture supplements of daily newspapers, Agricultural journals, eminent agriculturalscientists Dr. M.S. Swaminathan, Dr. M. Mahadevappa (Paddy), L.Lakshmanaiah (Ragi),Dwarkanath (Extension technology) S.V. Rangaswamy, Narayana Reddy.IV. Agricultural training centres – Communication programme for farmers, extension training,educating farmers Krishi mela and exhibition, loan mela, agricultural TV channel; Kisan TV,Kisan Vani. Agricultural radio programme- Krishi ranga.Books for references1. Agricultural news writing - Claron Burnett2. Agricultural and Technical Journalism- Rodney Fox3. The invisible farm - Thomas F Pawlick4. Pioneer agricultural journalists - William E. Ogilvie5. Agricultural journalism - Nelson Antrim Crawford6. PÀÈPÀgÀ PÉÊUÉ ¯ÉÃR¤ - ²æà ¥ÀqÉæ7. MAzÀÄ ºÀÄ°è£À PÁæAw - ¥ÀÆtðZÀAzÀæ vÉÃd¹é8. One straw revolution – Fukuoka Masanobu42

Soft Core 4.5 - Magazine JournalismI. Starting a new magazine – major problems in starting a magazine, the editorial concept,developing advertising support, building readership, marketing magazines, basic plan,finances.II.III.Art, layout and Design – the cover page, back page and inside pages. The role of artdesigners.Developing advertising sales – the scope of magazine advertising sales, the top tenconsumer magazines in ad revenue, the importance of advertising sales, the dynamictrend in magazine advertising.IV.Readership profiles of magazines; planning content for magazines- articles, features,columns, profiles, reviews and photographs. Freelancers and magazines.Books for references1. Creating writing – Isbulla Zieher2. Writing the modern magazine – Gunter Mex3. Magazine design – MacLean Rovrie.4. Freelancing – R K Murthy5. Suddiyashte Alla – Niranjana Vanalli6. Journalism in India: History, growth and Development – K.C.Sharma7. The New Journalism – T.Wolfe8. Mapping the magazine – Edited by Tim Holmes9. The Magazine – Leonard Mogel43

Soft Core 4.6 - Kannada JournalismI. Genesis of Kannada press – Role of Kannada press in the freedom movement andunification of Karnataka.II. Eminent personalities of Kannada press – Harman Moghley, Venkata Krishnaiah.D.V.Gundappa, P.R. Ramaiah, Siddavanahalli Krishna Sharma, Mohare Hanumantha Rao,Agaram Rangaiah, Kadengodlu Shankarabhatt, Nanjangudu Tirumalamba, T.T. Sharma,T.S.Ramachandra Rao, Khadri Shamanna, Y.N.Krishnamurthy, P. Lankesh.III. History of leading Kannada newspapers and magazines – Prajavani, Kannadaprabha,Samyuktha Karnataka, Udayavani, Vijayakarnataka, Sudha, Karmaveera, Taranga, Mayura,Kasturi, Mallige, Prapancha, Kannadamma.IV. Special Interest Magazines in Kannada – Women, Children’s, Humour, Art & Culture,Literature and Film. Contemporary issues in Kannada journalism. Future of Kannadajournalism.Books for Reference1. History of Indian Press – Growth of Newspaper in India, Surjith Publications, New Delhi(1988) - Ahuja B. N.2. Role of Press in the Freedom Movement, Reliance, New Delhi (1987) - Motilal Bhargava3. The Press in India, National Book Trust, New Delhi (1974) - Chalapati Rao M.4. Indian Journalism, Prasaranga, Mysore University, Mysore (1966) - Nadig Krishnamurthy5. Freedom Movement and The Press, Criterion Publications, New Delhi (1990) - Madan Gopal6. ‘Kannadadalli Kale Sahityaka Patrikegalu’ - Niranjana Vanalli7. ‘Karnataka Patrika Ethihasa’ (History of Karnataka Press) Vol. I, II, III, IV - Karnataka PressAcademy8. ¨sÁgÀwÃAiÀÄ ¥ÀwæPÉÆÃzÀåªÀÄ - £ÁrUÀ PÀȵÀÚªÀÄÆwð.9. PÀ£ÁðlPÀ ¥ÀwæPÉ EwºÁ¸À (J¯Áè ¸ÀA¥ÀÄlUÀ¼ÀÄ) – ««zsÀ ¯ÉÃRPÀgÀÄ ¥Àæ: ªÀiÁzsÀåªÀÄ CPÁqÀ«Ä, ¨ÉAUÀ¼ÀÆgÀÄ10. DzsÀĤPÀ ¸ÀAªÀºÀ£À ªÀiÁzsÀåªÀÄUÀ¼ÀÄ ªÀÄvÀÄÛ PÀ£ÀßqÀ C©üªÀÈ¢Þ – qÁ. £À. ¥ÀÆtÂðªÀiÁ11. ºÉƸÀUÀ£ÀßqÀzÀ CgÀÄuÉÆÃzÀAiÀÄ – qÁ. ²æäªÁ¸À ºÁªÀ£ÀÆgÀÄ12. PÀ£ÁðlPÀ KQÃPÀgÀt EwºÁ¸À – UÉÆÃ¥Á®gÁªï JZï.J¸ï.13. ¸ÀAªÀºÀ£À ªÀiÁzsÀåªÀÄUÀ¼ÀÄ - ©.J¸ï. ZÀAzÀæ±ÉÃRgÀ14. PÀ£ÀßqÀ ¥ÀwæPÉÆÃzÀåªÀÄ – J£ï. GµÁgÁtÂ15. PÀ£ÀßqÀ ¥ÀwæPÁ ¸ÀÆa - ²æäªÁ¸À ºÀªÀ£ÀÆgÀÄ44

Soft Core 4.7 - Sports JournalismI. Salient Features of SportsConcept of Sports, Need and Importance of Sports, Types of Sports, Sports PromotionStrategies in India, Sports and Personality Development, Role of Sports in Human ResourcesDevelopment.II. Sports and MediaInter Relationship between Spots and Media, Types of Media, Role of Media in SportsPromotion, Coverage of Sports in International, National and Regional Print and ElectronicMedia, Analysis of Media Strategies for Sports Promotion in India and Karnataka.III. Sports and JournalismConcept of Journalism, Nature and Scope of Journalism, Functions of Journalism, Definition ofSports Journalism, Need and Importance of Sports Journalism, Sports Journalism in the World,India and Karnataka, Analysis of Sports coverage in Modern Journalism.IV. Sports Related Journalistic WritingsSources of Sports News for Journalists, Qualification and Responsibilities of Sports Journalist,Sports Columns and Pages in the Newspapers and Magazines, Sports Page Design inNewspaper and Magazines, Sports Reporting Techniques, Prominent Sports Columnist, SportsMagazines in India, Sports Advertisements.Books for reference1. Real Sports Reporting – Abraham Aamidor2. Associated Press Sports Writing Handbook – Steve Wilstein3. Sports Journalism: An Introduction to Reporting and Writing – Kathryn T. Stofer4. The Essentials of Sports Reporting and Writing – Scott Reinardy5. Sports Writing: A Beginner’s Guide – Steve Craig45