Mangalore University

Department of Mass Communication and Journalism

Mangalagangothri – 574 199
Revised Scheme for Choice Based Credit System
Master of Arts (Journalism and Mass Communication)
(Effective from 2016-17)
SEMESTER TYPE PAPER PAPER TITLE CREDITS
OF CODE
PAPER
JMH 401 Communication Theory
Hard Core JMH 402 News Reporting and Writing 3 x 5 = 15
First JMH 403 Editing Practice
Semester Soft Core JMS 404 Development of Media
(Any two) JMS 405 Advertising 2 x 3 = 06
JMS 406 Marketing Communication
JMH 451 Media Law and Ethics 3 x 5 = 15
Hard Core JMH 452 Feature Writing
Second JMH 453 Photography and Photo Journalism
Semester Soft Core JMS 454 Development Communication 2 x 3 = 06
(Any two) JMS 455 Magazine Journalism
JMS 456 Business Communication
Open JME 457 Communication Skills
Elective or 1x 3 = 03
JME 458 Writing for Media
Hard Core JMH 501 Media Research Methods 2 x 5 = 10
JMH 502 Media Management
Soft Core JMS 503 Corporate Communication and PR 3 x 3 = 09
Third (Any JMS 504 Radio Broadcasting
Semester Three) JMS 505 International Communication
JMS 506 Science Communication
JMS 507 Kannada Journalism
Open JME 508 Media and Society 1x 3 = 03
Elective or
JME 509 Advertising and PR
Hard Core JMH 551 Television Programme Production 2x 5 = 10
JMH 552 New Media Technology
Fourth Project JMP 553 Dissertation 1 x 5 = 05
Semester Soft Core JMS 554 Environmental Communication
(Any JMS 555 Web Journalism 2 x 3 = 06
Two) JMS 556 Film Studies
Total Credits 88
 Master of Arts (Journalism and Mass Communication)
(Effective from 2016-17)
SEMESTE TYPE PAPER PAPER TITLE MARKS TOTAL
R OF CODE THEORY INTERNAL MARKS
PAPER ASSESSMENT
JMH 401 Communication Theory 70 30 100
Hard JMH 402 News Reporting and Writing 70 30 100
First Core JMH 403 Editing Practice 70 30 100
Semester Soft Core JMS 404 Development of Media 70 30 100
(Any JMS 405 Advertising 70 30 100
two) JMS 406 Marketing Communication

500
JMH 451 Media Law and Ethics 70 30 100
Hard JMH 452 Feature Writing 70 30 100
Second Core JMH 453 Photography and Photo Journalism 70 30 100
Semester
Soft Core JMS 454 Development Communication 70 30 100
(Any JMS 455 Magazine Journalism 70 30 100
two) JMS 456 Business Communication
Open JME 457 Communication Skills 70 30 100
Elective or
JME 458 Writing for Media
600
Hard JMH 501 Media Research Methods 70 30 100
Core JMH 502 Media Management 70 30 100
JMS 503 Corporate Communication and PR 70 30 100
Third Soft Core JMS 504 Radio Broadcasting 70 30 100
Semester (Any JMS 505 International Communication 70 30 100
Three) JMS 506 Science Communication
JMS 507 Kannada Journalism
Open JME 508 Media and Society 70 30 100
Elective or
JME 509 Advertising and PR
600
Hard JMH 551 Television Programme Production 70 30 100
Core JMH 552 New Media Technology 70 30 100
Fourth Project JMP 553 Dissertation 100 - 100
Semester
Soft Core JMS 554 Environmental Communication 70 30 100
(Any JMS 555 Web Journalism 70 30 100
Two) JMS 556 Film Studies

500
Total Marks 2200
 LIST OF HARD CORE, SOFT CORE, OPEN ELECTIVE AND
PROJECT PAPERS

PAPER TITLE PAPER TITLE OPEN ELECTIVE PROJECT

(HARD CORE) (SOFT CORE)
1. Communication Theory 1. Development of Media 1. Communication Skills Dissertation
or
2. News Reporting and Writing 2. Advertising
Writing for Media
3. Editing Practice 3. Marketing Communication
4. Media Law and Ethics 4. Development Communication
2. Media and Society
5. Feature Writing 5. Magazine Journalism or
Advertising and PR
6. Photography and Photo 6. Business Communication
Journalism 7. Corporate Communication and PR
7. Media Research Methods 8. Radio Broadcasting
8. Media Management 9. International Communication
9. Television Programme 10. Science Communication
Production 11. Kannada Journalism
10. New Media Technology 12. Environmental Communication
13. Web Journalism
14. Film Studies
 Mangalore University
Syllabus of Master of Arts (Communication and
Journalism) 2016 - 17 Onwards
FIRST SEMESTER
JMH 401Communication Theory
Total = 60 hrs
Unit – I
Definition, scope of communication, variables, process and functions of
communication. Verbal and non-verbal. Types of communication: intra-personal, inter
personal, group communication and mass communication. 12 hrs

Unit – II
Models of communication- Aristotle, Shannon and Weaver, David Berlo, Harold
Lasswell, Charles Osgood, Wilbur Schramm, De Fleur, Gerbner, New Combs, HUB model,
the media systems paradigm, Diffusion of Innovation theory. 10 hrs

Unit – III
Levels of communication- communication flow models -multi step flow, opinion
leadership, variables for evaluating the effectiveness of communication. Gatekeeping. Uses
and gratification theory. 12 hrs

Unit – IV
Normative media theories: Authoritarian, Libertarian, Social responsibility, Soviet
media theory, Development media theory, Democratic participant theory. McLuhanism,
Magic bullet theory, Agenda Setting Theory, cognitive dissonance theory, concept of
selectivity, framing theory, media credibility, cultural integration and cultural pollutions.
14 hrs
Unit – V
Effects of Mass Communication, violence and obscenity in media, media and
children, Cultivation theory, Social Learning theory, Catharsis theory, reception analysis.
12 hrs
Books recommended:
1. Dennis Mc Quail (2010). Mass Communication Theory: An Introduction, Sage
Publication Ltd, London
2. Melvin L. De fleur and Sandra Ball Rokeach (1989). Theories of Mass Communication,
Pearson, New York
3. Melvin L. De fleur and Evelette Dennis (1988). Understanding Mass Communication,
Houghton Mifflin.
4. James D. Robinson, Kimberly Bell & Jeanine W. Turner (1969). Surgeon General’s
Scientific Advisory Committee on Television and Social Behaviour Reports, Sage
Publication, USA.
5. Joshi P (1989). Culture, Communication and social Change, Vikas Publication House,
New Delhi.
6. Wilbur Schramm (1971). The process and Effects of Mass Communication, University of
Illinois Press.
7. Wilbur Schramm (1973). Men, Messages and Media, Harper & Row.
8. Dennis Mc Quail (1995). Milestones in Mass Communication Research, New York,
Longman.
9. Stephen W. & Little John (1978). Theories of Women Communication, Waveland Press.
10. S.J. Baran & D.K. Davis (2011). Mass Communication Theory – Foundations Ferment &
Future, Cengage Learning, United States
11. Hena Naqvi (2007). Journalism and Mass Communication, Upkar Prakashan, New Delhi
12. Robert L. Heath & Jennings Bryant (2000). Human Communication Theory and
Research: Concepts, Contexts, and Challenges, Routledge, New Delhi.

JMH 402 News Reporting and Writing

Total = 60 hrs

Unit – I
News: definition, nature and scope of news. News values, elements. Structure of a
news story-inverted pyramid. News lead – types of lead, body, sources of news. Reporting
techniques, qualification of a reporter. 12 hrs

Unit – II
Reporting types - – speeches, legislature, politics, crime, court, disaster, science and
technology, financial, environment, sports, art and culture. 12 hrs

Unit – III
Interview techniques – types of interviews –press conference. Objectivity in reporting,
advocacy and professionalism. 10 hrs

Unit – IV
Investigative reporting, development reporting, embedded journalism, citizen
journalism. Legal and ethical aspects, new technologies in reporting. 14 hrs

Unit – V
Reporting for radio, television and the new media, sting operations, reporting gender
related issues, reporting lifestyle. 12 hrs

Books Recommended:
1. David Wainwright (1972). Journalism Made Simple, W.H.Allen & Co Ltd, United
Kingdome.
2. Hakemulder Jan R, Acde Jonge Fay & Singh P.P (2000). Professional Journalism,
Anmol Publications, India.
3. Kamath M.V (1980). Professional Journalism, Vikas Publishing House Pvt. Ltd,
Noida.
4. Melvin Mencher (1989). Basic News Writing, William C. Brown Publication, USA.
5. Rangaswamy Parthasarathy (1994). Here Is the News! Reporting for the Media,
Sterling Publication, New Delhi.
6. Shrivastava K.M (2003). News Reporting and Editing, Sterling Publishers, India.
7. William L. Rivers (1975). News Reporting and Editing, Joanna Cotler Books, USA.
8. Schudson Michael (1998). The power of News, Harvard University Press, United
States.
9. Hugo de Burgh (2000). Investigative Journalism, Context & Practice, Routledge,
United Kingdom.
10. Joseph M.K (2007). Outline of Reporting, Anmol Publications, India
11. Melvin Mencher (2010). News Reporting and Writing, McGraw-Hill Education,
United States.
12. Hugo de Burgh (2008). Investigative Journalism, Routledge, United Kingdom..
 JMH 403 Editing Practice
Total = 60 hrs
Unit – I
Organizational structure and functions of an Editorial Department – Role of editor,
sub editor, news editor, principles of editing, re-writing, style sheet.
12 hrs

Unit – II
News editing, characteristics of good headlines, techniques of headline writing, types
of headlines, magazine headlines, new trends in headlining, typography.
12 hrs

Unit – III
Principles of page make –up and designing, mechanics of dummying, making front
and inside pages, magazine page design, copy-fitting, types of make-up and design, news
papers special supplements, contemporary newspaper design.
12 hrs

Unit – IV
Writing editorials, types of editorials, editorial page contents- op-ed, middle, letters to
the editor. Translation techniques.
12 hrs

Unit – V
Recent trends in printing. Editing online newspapers, photo editing and caption
writing. Page designing softwares: PageMaker, QuarkXPress, Indesign.
12 hrs
Books recommended
1. Harold Evans (2000). Newsman’s English, Pimlico, USA
2. Harold Evans (1973). Editing and Design - Newspaper Design, Holt, Rinehart &
Winston, USA.
3. Harold Evans (1974). Editing and Design - Handling Newspaper Text, William
Heinemann Ltd, USA
4. Harold Evans(1974). News Headlines, Holt, Rinehart and Winston, USA
5. Bruce Westley (1972). News Editing, Houghton Mifflin, United States.
6. F.K. Baskette and J.Z. Sissors (1992). The Art of Editing, Macmillan, New York
7. John Hohenberg (1983). Professional Journalist, Thomson Learning, United States.
8. Leslie Sellers (1968). Doing It In Style, Elsevier, Amsterdam, Netherlands
9. Usha Raman, (2010). Writing For The Media, Oxford University Press-New Delhi
10. K.M. Srivastava (2003). News Reporting and Editing, Sterling Publishers, India
11. Susan Bell (2008). The Artful Edit: On the Practice of Editing Yourself, W. W.
Norton & Company, United States.
12. Sharma S (2006). Editing: Theory and Practice, Anmol Publications, New Delhi.
 JMS 404 Development of Media
Total = 40 hrs
Unit –I
Evolution of printing - printing in India - Early publications - Birth of Indian language
Press –Raja Ram Mohan Roy, first war of Indian Independence and the press.
08 hrs

Unit – II
The freedom movement and the Indian press- Bal Gangadhar Tilak, Mahatma Gandhi,
Jawaharlal Nehru . Development of major newspapers: The Hindu, The Times of India,
Amrith Bazar Patrika, Samyukta Karnataka.
12 hrs
Unit – III
Development of radio in India - Growth of AIR - Prasara Bharthi. Development of
TV in India - Satellite and cable TV – Doordarshan
08 hrs
Unit – IV
Evolution of films in India- Kannada films: the status and problems of the Kannada
film industry – New wave films.
06 hrs
Unit – V
Emergence of New Communication Technologies – growth of the internet, social
media.
06 hrs

Books Recommended:
1. J. Natarajan (2000). History of Indian Journalism, Publications Division, India
2. G.C. Awasthy (1965). Broadcasting in India, Allied Publishers Private Limited, New
Delhi.
3. Firoze Rangoonwala (1975). 75 years of Indian cinema, Indian Book Co, New Delhi.
4. Keval J. Kumar (2013). Mass Communication in India, Jaico Publishing House,
Mumbai
5. Black and Bryant (1992). Introduction to Mass Communication, William C Brown
publication, U.S.A
6. Rangaswami Parthasarathy (1989). Journalism in India, Sterling Publishers Pvt. Ltd,
New Delhi
7. Nalin Mehta (2008). Television in India, Routledge, United Kingdom
8. S.C. Bhat (2007). Broadcast Journalism, Har Anand Publications, New Delhi
9. Martin Scott (2014). Media and Development, Zed Books, London
10. Chalapathi Rau M (1968). The Press in India, Allied Publishers, New Delhi.
11. Geoffrey Nowell-Smith (1997). The Oxford History of World Cinema, Oxford
University Press, United Kingdom
12. Satyajit Ray (2011). Deep Focus: Reflection on Indian Cinema, Harper Collins India
 JMS 405 Advertising

Total = 40 hrs
Unit – I
Advertising- definition and scope, evolution of advertising and functions of
advertising, evolution of advertising in India, advertising agencies in India. Social and
economic effects of advertisement. 10 hrs

Unit – II
Planning advertising campaigns, Brand Positioning – USP- Selling Images. Ad
Production: Preparation of Copy, Visualization, Layout, Text, Slogans, Brand, Colour,
Illustration, Trade mark, Trade name, packaging. 10 hrs

Unit – III
Media planning – Budget, Media Selection: Newspaper, Magazine, Radio, Television,
Outdoor, Direct Advertising, new media Advertising. 06 hrs

Unit – IV
Production of Radio and Television Commercials – Story board, Radio Scripting,
Jingles, Production of Public Service Advertising. 06 hrs

Unit – V
Industrial Advertising, Retail Advertising, Corporate Advertising, Political
Advertising, Social marketing. Professional organizations and ethics 08 hrs

Books recommended
1. B.S. Rathor (1984). Advertising Management, Himalaya Publishing House, India
2. Chunawalla (2011). Advertising Theory and Practice, Himalaya Publishing House
Pvt. Ltd., India.
3. Frank Jefkins (1985). Advertising Made Simple, Made Simple, United Kingdom
4. Watson, Rinehart and Winston (1961). Advertising – Its Role in Modern Marketing,
Holt, Rinehart and Winston, United States.
5. Sandage and others (1989). Advertising: Theory and Practice, Longman Group United
Kingdom
6. Thomas Russell and Glenn Verrill. Otto Kleppner (1986). Advertising Procedure,
Prentice Hall, United States.
7. Manendra Mohan (1989). Advertising Management: Concepts and Cases, McGraw
Hill Education, United States.
8. Watson S. Dunn (1982). Advertising: Its Role in Marketing, Dryden Press, U.S.A.
9. Otto Kleppner (1983). Advertising Procedure, Prentice Hall, United States.
10. Sethi and Chunnawala (2009). Foundations of Advertising in India, Himalaya Pub
House, New Delhi
11. George E. Belch (2011. Advertising and Promotion: An Integrated Marketing
Communications Perspective, McGraw-Hill Education, United Kingdome
12. Jaishri Jethwaney and Shruti Jain (2006). Advertising Management, Oxford
University Press, India
 JMS 406 Marketing Communication

Total = 40 hrs

Unit – I
Marketing – definition and functions, core concept and approaches to marketing,
communication and marketing, selection of target markets, telemarketing, direct marketing.
08 hrs

Unit – II
Nature and scope of marketing communication, evolution of advertising, role of
advertising in marketing communication, advertising budget, economic and social effects of
advertising.
08 hrs

Unit – III
Concept of integrated marketing communication, brand and corporate image
management, market segmentation.
08 hrs

Unit – IV
Consumer and buying behaviour – retail and distribution management, marketing
mix, Consumer promotions, personal selling, sales management.
08 hrs

Unit – V
Market research, laws relating to advertising in India, integrated marketing channels
of consumer goods, industrial goods and services, recent trends in marketing.
08 hrs

References:
1. Philip Kotler (1972). Marketing Management, Prentice Hall, United States.
2. William Stanton and others (1986). Fundamental of Marketing, McGraw-Hill
Companies, United States.
3. David Aaker and George Day (2012). Marketing Research, Wiley, United States.
4. Michael J. Etzel, Bruce, J. Walker & William J. Stanton (1994). Fundamentals of
Marketing, McGraw-Hill, United States.
5. John R. Possiter and Larry Percy (1994). Advertising Communication and Promotion
Management, McGraw-Hill, United States.
6. Charles Harold Sandage (1953). Advertising: Theory and Practice, R. D. Irwin,
University of California
7. Thomas Russell and Glenn Verrill: Otto Kleppner’s (1986). Advertising Procedure,
Prentice Hall, United States.
8. Manendra Mohan (1989). Advertising Management: Concepts and Cases, McGraw
Hill Education Private Limited, India.
9. Watson S. Dunn (1994). Advertising - Its Role in Modern Marketing, South-Western
Company, United States.
10. Frank Jefkins (1982). Advertising Made Simple, Made Simple, United Kingdom.
 11. Lynne Eagle,Stephan, Dahl,Barbara & Czarnecka,Jenny Lloyd (2014). Marketing
Communications, Routledge, United Kingdom
12. John Egan (2007). Marketing Communications, Thomson Learning, United States.

SECOND SEMESTER

JMH 451 Media Law and Ethics

Total = 60 hrs
Unit – I
Introduction to the Indian Constitution – salient features, Directive Principles of State
Policy, Fundamental Rights and duties. Human Rights.
10 hrs
Unit – II
Freedom of Speech and Expression, article19 (1)(a) and (2), freedom of the press in
India, Right to Information Act 2005.
10 hrs

Unit – III
Law of Defamation, Sedition, Obscenity, Cinematography Act 1952 and film
censorship, official Secrets Act 1923, Copyright Act, Contempt of Court Act, Legislative
Privileges and Contempt of Legislature, Working Journalist Act, Consumer Protection Act.
14 hrs

Unit – IV
Press and Registration of Book Act, Legal and ethical aspects of radio and television
broadcasting, photography and advertising in India, Information Technology Act.
14 hrs

Unit – V
Recommendations of the first and second press commissions, Press Council of India
Act, structure and functions of the PCI, Evaluation of performance of the Press Council–
code of ethics and case studies.
12 hrs

Books recommended
1. A.N. Grover (1991). Press and the law, Vikas Publishing House Pvt Ltd, Mumbai
2. A.G. Noorani (1971). Freedom of the Press in India, Nachiketa Publications, Mumbai
3. Durga Das Basu (2010). Law of the Press in India, Lexis-Nexis India
4. R.C. Sarkar (1984). The press in India, S. Chand, New Delhi
5. J Natarajan (2000). History of Indian Journalism, Publications Division, India
6. K.S. Venkateswaran (1993). Mass Media Laws and Regulations in India, Asian Mass
Communication Research and Information Centre, Singapore
7. S.K. Aggarwal (1993). Media & Ethics, Shipra Publications, New Delhi
8. James Curran (2011). Media and Democracy, Routledge, U.K
9. Aparna VIswanathan (2012). Cyber Laws, LexisNexis, United Sates
 10. Sudhir Naib (2011). The Right to Information Act, Oxford University Press, United
Kingdom
11. Kashyap Subhash C (2012). Constitution Of India Review and Reassessment,
Universal Law Publishing - LexisNexis, United states
12. Roy L. Moore & Michael D. Murray (2007). Media Law and Ethics, Routledge,
United Kingdom

JMH 452 Feature Writing

Total = 60 hrs
Unit – I
Features – definition and scope, types of features – news features, personality
features, scientific features, how-to-do-it features, travel features, lifestyle features, business
features, human interest features, historical features, Institutional features and ad features.
14 hrs

Unit – II
Structure of feature stories: headlines, feature leads: types of leads, characteristics of
feature writing. Differences between features and news story, features and articles.
12 hrs

Unit – III
Writing feature stories, articles, profiles, obituaries, editorials, travel writing. Trends
in features writing.
10 hrs

Unit – IV
Column - types of columns, columnists, cartoons, comic strips, feature syndicates,
freelancing.
10 hrs

Unit – V
Theories of criticism, principles of criticism and reviewing, writing of book reviews,
film reviews, theatre reviews, art reviews.
14 hrs

Books recommended:
1. Brian Nicholas (1972). Features with Flair, Vikas Publications, India
2. Todd Hunt (1972). Reviewing for the Mass Media, Chilton Book, Southborough
3. Brendan Hennessy (2006). Writing Feature and Articles, Taylor & Francis, U.K
4. Louis Alexander (1975). Beyond the facts: A Guide to the Art of Feature Writing, Gulf
Publishing Co, Houston
5. Hakemulder Jan R, Acde Jonge Fay & Singh P.P (2002). Professional Journalism, Anmol
Publications Pvt Ltd, New Delhi.
6. Shrivastava K.M (2003). News Reporting and Editing, Sterling Publishers, New Delhi
7. Peter Dahlgren and Colin Sparks (1992). Journalism and Popular Culture, Sage
publication, India.
8. Jay Friedlander & John Lee (1993). Feature Writing for Magazines and Newspapers,
HarperCollins, India.
9. Julian Harris, Kelly, B Leiter & Stanley Johnson (1981). The Complete reporter,
MacMillan Publishing Company, United Kingdom.
10. A.Clay Schoenfeld & Karen S. Diegmueller (1982). Effective Feature Writing, Holt
McDougal, United States.
11. Robert Gunning (1968). Techniques of Clear Writing, McGraw Hill, United States.
12. David Ogilvy (1985). Ogilvy on Advertising, Vintage, United States.
 JMH 453 Photography and Photo Journalism
Total = 60 hrs
Unit – I
Nature and scope of photography, evolution of photography, photography as an art
form, pictorialism and realism, visual language, types of Camera , types of lenses, filters,
lighting devices, Digital Photography.
14 hrs

Unit – II
Techniques of photography, composition and camera control devices, aperture and
shutter speed, attributes of a good picture - black and white and colour photography.
10 hrs

Unit – III
Branches of photography: nature, architecture, life, landscape, wildlife, sports,
environment, portraiture, aerial, travel, industry, fashion, press photography.
14 hrs

Unit – IV
Definition, nature and scope of Photo journalism, evolution of Press photography,
sources of photographs, news photographs, photo agencies, photo library.
10 hrs

Unit – V
Types of pictorial coverage, photo contest, leading photo journalists. Techniques of
photo editing and softwares, caption writing- types, legal and ethical aspects of photography.
12 hrs

Books Recommended:
1. Rothstein A (1980). Photo Journalism, Amphoto Books, New York.
2. Kenneth Kobre (2008). Photojournalism: The Professionals Approach, Focal Press,
Massachusetts.
3. Beaumont Newhall (1982). The History of Photography, The Museum of Modern Art,
New York.
4. Jack Price (1932). News photography, Industries publishing company, USA
5. Brenda Tharp (2010). Creative Nature & Outdoor Photography, Amphoto Books,
New York.
6. Jonai Wabwire (2014). Photojournalism distinguished from other branches of
Photography, Lap Lambert Academic Publishing, Germany.
7. Calder, Julian and Garrett J (1999). New 35mm Photographer’s Handbook, Pan
Books, Germany.
8. Allyn Salomon (1984). Advertising Photography, Amphoto Books, New York.
9. Petr Tausk (1976). An Introduction to Press Photography, Imported by Imported
Publications, Chicago.
10. Logan H. Richard (1971). Elements of Photo Reporting, Amphoto, New York.
 11. Erickson B. and Romano F (1999). Professional Digital Photography, Hall
International, London.
12. Tom Ang (2013). Digital Photography Masterclass, Dorling Kindersley (DK), United
Kingdom.

JMS 454 Development Communication

Total = 40 hrs
Unit – I
Development: meaning, concept, process and models of development, Rostow,
Hagen, Inkeles, McClelland, Lerner, Schramn. Approaches to development, characteristics of
developing societies.
08 hrs

Unit – II
Development Communication: concept, definition, process, strategies and action
plans, democratic decentralization, Panchayat Raj.
08 hrs

Unit – III
Agricultural communication: Diffusion of innovation, agricultural extension,
communication for rural development.
08 hrs

Unit – IV
Development support communication: population and family welfare, health,
education and society, issues of empowerment.
08 hrs

Unit – V
Uses of folk media and alternative media for development. Case studies of
experiments in development communication: Chatera, Udayavani and Jhabua experiments.
08 hrs

Books recommended:
1. Srinivas Melkote (2001). Communication for Development in the Third World: (Theory
& Practice), Sage Publication, India.
2. Wilbur Schramm (1964). Mass Media and National Development, Stanford University
Press, United States.
3. Sinha and Arvind K (1985). Mass Media and Rural Development, concept publishing
company, New Delhi
4. Arvind Singhal and E.M. Rogers (1989). India’s Information Revolution, Sage
Publications, USA.
5. Bella Mody (1991). Designing Message for Development, Sage Publications, USA.
6. N. Jayaveera and Amunugama (1989). Rethinking Development Communication, Asian
Mass Communications Research and Information Centre, Singapore.
7. Subhash C. Bhatnagar and Robert Schware (2002). Information and Communication
Technology in development, Sage Publication, New Delhi.
8. Jess K. Alberts, Judith N. Martin & Thomas K. Nakayama (2010). Communication in
Society, Pearson, United Kingdom.
9. Jan Servaes, Thomas, L Jacobson & Shirley A White (1996). Participatory
Communication for social change, Sage Publication, USA.
10. Kirk A. Johnson (1999). Television and Social Change in Rural India, Sage Publication,
New York.
11. Shyam Parmar (1994). Traditional Folk Media in India, Routledge, United Kingdom.
12. Srinivas Raj Melkote & H Leslie Steeves (2015). Communication for Development, Sage
Publication, India.

JMS 455 Magazine Journalism

Total = 40 hrs

Unit – I
Nature and scope of magazine journalism, types of periodicals - technical journals,
specialized magazine for youth, men, women and children, agriculture, tourism, science and
technology magazines, film magazines.
10 hrs

Unit – II
Content for magazines – articles, features columns, profiles, interviews, reviews,
photographs, magazine advertising.
08 hrs

Unit – III
Editing for magazines, headline writing, polishing of headlines, copywriting,
illustration and visualization, style sheets, creative writing.
08 hrs
Unit – IV
Magazine design and layout - cover page, dummying, pagination software -Adobe
Photoshop, Adobe InDesign.
08 hrs

Unit – V
Freelancing, ezines, readership studies, comparative study of different magazines,
trends in magazine journalism.
06 hrs

References:
1. Simeon Lindstrom (2015). Creative writing – From Think to Ink, CreateSpace
Independent Publishing Platform, Canada.
2. Jeremy Leslie (2013). The modern magazine: Visual Journalism in the Digital Era,
Laurence King Publishing, United Kingdom.
3. Ruari McLean (1969). Magazine design, Oxford University Press, London
4. Menon S (2010). Freelance Writing, Unicorn Books Pvt Ltd, New Delhi
5. K. C.Sharma (2007). Journalism in India: History, growth and Development, Regal
Publication, New Delhi.
6. Tom Wolfe (1973). The New Journalism, Harper and Row, New York.
7. Tim Holmes (2008). Mapping the magazine, Routledge, Hougton.
8. Victor S. Navasky & Evan Cornog (2012). The Art of Making Magazines: On Being
an Editor and Other Views from the Industry, Columbia University Press, New York.
9. Tim Holmes & Liz Nice (2012). Magazine Journalism (Journalism Studies: Key
Texts), Sage Publications Ltd, London.
10. Christopher D. Benson & Charles F. Whitaker (2014). Feature Writing, Routledge,
New York.
 11. Raymond Dorn (1986). How to design and improve magazine layouts, Wadsworth
Publishing, United States.
12. David Abrahamsan, Marcia R Prior Miller (2015). Hand book of Magazine research,
Routledge, London.

JMS 456 Business Communication

Total = 40 hrs

Unit - I
Business Journalism- definition and scope, principles of business reporting,
qualifications of a business reporter, sources of business reporting.
08 hrs

Unit - II
Tools of business communication, Video and web conferencing, Social networking
sites, house journals, trade Journals, annual reports.
08 hrs

Unit - III
Types of business reporting- Financial reporting, Budget reporting, market reporting,
Chamber of commerce, foreign direct investment, CSR and business.
08 hrs

Unit - IV
Business newspapers- Economic Times, Business Line, Financial Express, Business
pages and supplements of major Newspapers, leading business magazines – Business India,
Business World, Business Today, Outlook Business Magazine.
10 hrs

Unit - V
Ethics in Business Journalism, New trends in business journalism, Consumer relations
and media.
06 hrs

References:
1. Anjanee Sethi & Bhawana Adhikari (2010). Business Communication, McGrow Hill
Education, United States.
2. Asha, K. (2009). Business Communication, PHI Learning Private Limited, New
Delhi.
3. R C Bhatia (2008). Business Communication, Ane Books Pvt Ltd, New Delhi.
4. P.D Chaturvedi (2013). Business Communication: Skills, Concepts, and Applications,
Pearson Education,United States.
5. Harvard Business Essentials (2012). Harvard Business Essentials - Guide to
Business Communication, Harvard Business Review Press, U.S.A.
6. Michael Chesher & Rukesh Kaura. (1998). Electronic Commerce and Business
Communications, Springer-Verlag, India.
7. M. K. Sehgal, Vandana Khetarpal (2008). Business Communication, Excel Books,
India
8. Koehn, Daryl, Spence, Laura (2014). The International Society of Business,
Economics, and Ethics, Springer, Germany
9. Ibrahim Seaga Shaw (2016). Business Journalism- A Critical Political Economy
Approach, Routledge, United Kingdom.
 10. Chris Roush. (2006). Profits and Losses - Business Journalism and its role in Soceity,
Marion Street Press, Portland.
11. Peter Kjar & Tore Slaatta (2007). Mediating Business - The Expansion of Business
Journalism, Copenhagen Business School Press, Denmark.
12. Asha Kaul (2000). Effective Business Communication, PHI Learning, New Delhi.

OPEN ELECTIVE - SECOND SEMESTER

JME 457 Communication Skills

Total = 40 hrs

UNIT - I
Communication- definition, functions of communication, process of communication,
types of communication - verbal and nonverbal communication, intrapersonal, interpersonal,
group, mass communication. Barriers to communication.
08 hrs

UNIT - II
Communication models: Aristotle, Shannon and Weaver, Osgood, Berlo and
Schramm model of communication, Gatekeeping, Agenda Setting, public speaking
techniques.
08 hrs

UNIT - III
Writing for print media – journalistic writings -news, features, articles, editorials,
interviews, reviewing- art, films, theatre.
08 hrs

UNIT - IV
Radio as a medium of communication, radio programme formats-news, features,
interviews, documentaries, radio talks, writing for radio.
08 hrs

UNIT - V
Television as a medium of communication, stages of TV programme production -
news, talk shows, interviews, documentaries, panel discussions. News presentation and
anchoring. Public Service Advertising.
08 hrs

References:
1. Schramm Wilbur (1973). Men, Messages and Media, Harper & Row, New York.
2. Schramm Wilbur (1971). The process and effects of Mass Media, University of Illinois
Press, USA.
3. Shrivastava. KM (2003). News Reporting and Editing, Sterling Publishers Pvt Ltd,
New Delhi.
4. Roy Paul Nelson (1978). Articles and Features, Houghton Mifflin, Bostan.
5. Uma Narula (2006). Communication Models, Atlantic Publishers, New Delhi.
6. Frank Barnas & Ted WhitePaul Sureya (2013). Broadcast News Writing, Reporting,
and Producing, Focal Press, Amsterdam, Bostan.
7. Bhatt S.C (2007). Broadcast Journalism - Basic Principles, Har Anand Publications,
New Delhi.
8. Robert Hilliard (1973). Radio Broadcasting, Longman, United Kingdom.
9. Alan Wurtzel (1983). Television Production, McGraw-Hill, United States.
 10.Gerald Millerson (1999). Television Production, Focal Press, Waltham.
11. Owen Hargie (2006). Hand book of Communication Skills, Routledge, United
Kingdom.
12. Keval J. Kumar (2013). Mass Communication in India, Jaico Publishing House,
Mumbai.
OPEN ELECTIVE - SECOND SEMESTER
JME 458 Writing for Media
Total = 40 hrs
Unit – I
Journalism – definition, nature and scope, attributes of a journalist, press and
democracy, journalistic writing Vs literary writing.
08 hrs

Unit – II
News writing techniques, opinion writings - editorials, features, columns, interviews,
middle, letters to editor.
08 hrs

Unit – III
Reviews - principles of reviewing and criticism, writing book review, film reviews,
drama review, music and art reviews.
08 hrs

Unit – IV
Writing for radio programmes - news and current affairs, documentaries, phone-in-
programmes, attributes of a radio jockey, special audience programme for youth, children,
women, and farmers.
10 hrs

Unit – V
Skills of TV anchor, scripting for TV programmes, writing for web media.
06 hrs
References:
1. Waldo Abbot and Richard L. Rider (1957). Handbook broadcasting, McGraw-Hill
Book Company, United States.
2. Mehra Masani (1976). Broadcasting and the people, National Book Trust, India
3. Robert L. Hilliard (2010). Writing for Television, Radio, and New Media, Wadsworth
Publishing Company Inc, USA.
4. Frank Messere, Carl Hausman, Lewis B. O'Donnell & Philip Benoit (2012). Modern
Radio Production: Production Programming & Performance, Cengage Learning
Custom Publishing, United States.
5. Eric G. Norberg (1996). Radio programming- Tactics and Strategy, Focal Press,
Waltham.
6. Esta De Fossard (2004). Writing and Producing Radio Dramas, Sage Publication,
India.
7. Andrew Bonime & Ken C. Pohlmann (1997). Writing for New Media: The Essential
Guide to Writing for Interactive Media, Wiley, United Stated.
8. James G. Stovall (2014). Writing for the Mass Media, Pearson, United States.
9. Lynda Felder (2011). Writing for the Web: Creating Compelling Web Content Using
Words, Pictures, and Sound, New Riders, Denmark.
10. James G Stovall (2014). Writing for the Mass Media, Pearson, New York.
11. Chip Scanlan and Richard Craig (2013). News Writing and Reporting, the Complete
Guide for Today's Journalist, Oxford University Press, United Kingdom.
12. Robert M. Knight (2010). Journalistic Writing: Building the Skills, Honing the Craft,
Marion Street Press, Portland.