Syllabus

Syllabus for M.Sc Media Science

West Bengal University of Technology

Detailed working out of the syllabus:

SEMESTER 1

MMC 101: Mass Media and Communication (100 marks)

Lecture hours: 40 Tutorial hours: 20

Unit 1: Communication: Definition, Types, Processes, Role

Meaning & Definition of Communication, Features of Communication, Different techniques & processes of Communication, Barriers of
communication, 7C’s of Communication, Verbal & Non verbal Communication,Types – Intra-personal, Inter-personal, Group, Mass
Communication, Roles and Functions of Mass Communication.

Unit 2: Models of Mass communication

Models of Communication- Aristotle’s classical model , Berlo’s Model, Lasswell’s Model, Shannon and Weaver, Osgood, Wilbur Schramm, George
Gerbner, Gibson, Elaboration- Likelihood Model, Gate-Keeping Model, Dance Model, New Comb Model, Uncertainty Reduction Model Convergent
Model, Spiral of Silence

Unit 3: Theories of Mass Communication

Magic Bullet Theory, Cultivation Theory, Agenda Setting theory, Cultural Imperialism Theory, Spiral of Silence Theory, Media System
Dependency Theory, Normative Theories, Functionalist & Marxist Theory of Mass Media, Hypodermic Needle Theory, Two-step & Multi-step
Theory, Play Theory, Uses & Gratification Theory, Selective Exposure, Selective Perception & Selective Retention Theory, Individual Difference
Theory, Diffusion of Innovation; Dominant Paradigm, Cultural Imperialist Theory

Unit 4: Key Concepts in Communication

Stuart Hall: Encoding & Decoding
Marshall Macluhan: Understanding the Message
Jurgen Habermas: Public Sphere
Louis Althusser: Ideological State Apparatus
Frankfurt School
Raymond Williams: On Television
Pierre Bourdieu: 'Fields of Journalism, Social Science and Politics'
Jean Baudrillard: Simulacra and Simulation
Suggested projects: Application of selected theories in contemporary media texts

MMC 102: Understanding Media in Historical Perspective

(100 marks) Lecture hours: 40 Tutorial hours: 20

Unit 1: Early history

Communication in pre historic era
Development of language and the oral tradition
Development of writing and record keeping, manuscripts (Global & Indian perspective)
Unit 2: Era of the printed page
Development of printing & its long term impact on society: age of enlightenment, era of books (Global & Indian perspective)
Development of newspapers and magazines (Global and Indian perspective)
Unit 3: Visual representations:
Development of photography, animation and cinema
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 Syllabus
Syllabus for M.Sc Media Science
West Bengal University of Technology
Unit 4: Development of electronic media
Telegraph, radio, television
Unit 5: Development of New Media & convergence of media
What is new about New Media
Convergence of mechanical recording & reproductional techniques and computational techniques to form new media: A historical perspective
Emergence of Cyber Culture
Suggested Projects: Exploring local history of different media; studying growth of media in a chosen era; corelating growth of media to socio
economic political factors

MMC 103: Introduction to Journalism

Lecture hours: 40 Tutorial hours: 20

Unit 1: News & features

Role and qualities of a journalist; broadcast journalism vs. print journalism
Meaning of news, hierarchy of news, hard and soft news, structure of a news report, writing headlines, objectivity and bias
News versus features; types of features

Unit 2: Newspapers, magazines, newsletters

Anatomy of a newspaper, analysis of the front page, comparative study of two newspapers, the OP ED page, sports pages, photos in a newspaper
Online editions of newspapers and the special features they offer
Types of magazines: news magazines, lifestyle magazines, special interest magazines
Meaning and importance of newsletter

Unit 3: Reporting
1. Introducing the role of the reporter and its significance within mass media; training and qualifications to be a reporter; the expected and
unexpected in reporting; reporting skills and functions.
2. Stages in the reporting process- newsgathering and journalistic research; developing ideas a news ‘sense’; understanding what makes a story
newsworthy and what does not; understanding how news stories are constructed.
3. Skills for News Reporting- The basic formula (i.e. the 5Ws and 1 H); the Inverted Pyramid; Writing Leads and understanding its various kinds;
Other skills- incl. observation (seeing and listening), fact-finding, analyzing and interpreting materials, note-taking, interviewing types and
skills.
4. Writing news reports- Starting with lead paragraphs, using quotes in the body of the report and ending with a balanced conclusion.
5. Extracting news reports from external sources- Citizens, press releases and conferences, institutional/government bodies, businesses and
charities, etc.
6. Theories in Reporting- Types of Reporting: Objective, Interpretative, Investigative, Legal, Developmental, Political, Crime, Sport, Financial,
Science, Health, Education, etc. Understanding the importance of clarity and accuracy in news reporting, incl. jargons, euphemisms, gaps in the
facts, verification processes.

Unit 4: Editing

1. Understanding the nature and importance of editing; principles of editing; the editorial desk and its functions; preparing edited copy before
it goes to press; following editing policy, i.e. the stylebook; editing and proof-reading symbols and understanding their significance.

2. Qualifications and functions of sub-editors, chief sub-editors and departmental editors; copy selection and copy-testing; principles, types
and techniques in headlining.
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 Syllabus
Syllabus for M.Sc Media Science
West Bengal University of Technology
3. Structure and functions of newsrooms for daily and weekend newspapers, as well as weekly, monthly periodicals; understanding different
sections in newspapers and magazines and their functions.

Suggested Projects:

• Comparative study & analysis of two newspapers for a period of one week

• Coverage of a news story for a period of 1 month and submission of a report on that.

• Analyzing the Front Page of a daily newspaper for two weeks focusing on the Leads, Anchor Story & Headlines.

• Comparative analysis of the Editorial pages of two newspapers.

MMC 104: Indian Constitution, Media Laws & Ethics

(100 marks) Lecture hours: 40 Tutorial hours: 20

Unit 1:
Press Laws- Need to study; Media Ethics & Professional Morality, Code of Ethics & Guidelines for the Press
The McBride Commission, NANAP and NWICO
Freedom of the press in India, Press during Emergency
Unit 2:
The Press Council Act and the Press Council of India, TRAI, Broadcasting Bill and the BRAI, Indian Broadcasting Federation, Lokpal Bill and
Lokayukta.
Unit 3:
The Press (Objectionable matters) Act, Defamation, Libel & Slander
Contempt of Court, Copyright, Intellectual Properties Act
Press & Registration of Books Act,
Delivery of Books & Newspapers Act,
Official Secrets Act,
Indian Telegraph Act,
Indian Post Office Act,
Newspaper (Price & Page) Act, Newspaper (Price Control) Act,
Working Journalists (Fixation of Wages) Act,
Prevention of Seditious Meeting Act,
Prevention of Publication of Objectionable Matter (Repeal Act),
Young Persons (Harmful Publication) Act 1956,
Drugs and Magic Remedies Act
Sedition Act
Unit 4:
Internet & Cyberspace in the present age, Evolution & History of Cyber Crime, Various Cyber Crimes, Cyber Laws & Information Technology Act
Suggested Projects:
• Case studies of the respective laws have to be researched & discussed in the class by the students.
• Students will write an analytical essay on press freedom based on contemporary case studies

MMC 105 Introduction to Advertising and Public Relations

100 marks Lecture hours: 40 Tutorial hours: 20
Section A
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 Syllabus
Syllabus for M.Sc Media Science
West Bengal University of Technology
Unit 1:
Origin & Development of Advertising, History of Indian Advertising,
Advertising: Meaning, Attributes, Goals, Process of Advertising,
Role of Advertising,
Advertising Types,
Principles,

Unit 2:
Publicity, Propaganda and Sale Promotion, Target Audience, Brand, Brand Equity, Brand Ambassadors, Brand Image Positioning
Budgeting, Steps in Advertisement Planning,
Advertising Creativity
• Copy Writing and Visualization

Unit 3:
Advertising Agency,
Function & Role.
Selection of Advertising & Agency,
Agency organization
• Dimensions of agency business
• The Creative Services
• Account services
• Marketing services
• Administrative services
• Advertising Copy & Layout
• Advertising Media—Print, radio, Television, Web, Film, Outdoor
• What does it mean working with an agency? Selecting an agency

Structure of Agencies
• How agencies started & the agency business today
• Types of Agencies
• Agency Structure and Function
• Media related decisions

Unit 4:
Advertising ethics. Emerging trends/issues

Section B
Unit 1:
PR- Definition, PR-Publicity/Propaganda & Public Opinion
History of PR-
• Growth as a communication function
• PR- as a management function
• PR- principles, planning, implementation, research, evaluation
• PRO- qualifications and function
PR Tools
• Press releases
• Press conference

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 Syllabus
Syllabus for M.Sc Media Science
West Bengal University of Technology
• House journals
• Corporate films
• Other PR Tools (Newsletter, Brochure, Leaflets, Pamphlets,
Booklets, Manuals, Annual Reports, Handbills, Sticker, and posters)
Community relations / Employee relations / Govt.relations / Lobbying / CSR (Corporate Social
Responsibility)
PR in India (Both public & private sector)
Role & Function of a PR-Agency
Emerging trends in PR
Crisis Management: Predictable and unpredictable crisis, crisis situations,
reaction to crisis, crisis communication, more than just debunking the damage, Out
of adversity, post crisis communication. The relationship between individual and
organization stress, coping with stress.

Suggested Projects:
• Comparative Analysis of two successful brands in the creation & retention of Brand Image.
• Analyzing the changes in the ad campaigning of a successful brand
• Writing a PR Campaign
• Preparing a House Journal

MMC 106 Introduction to Visual Language: Photography & Videography

100 marks Lecture hours: 40 Tutorial hours: 20

Unit 1: Basic Aspects of Visual Culture

• Painting:
John Berger’s Ways of Seeing – Selected Reading
Perspective and Renaissance Painting
Impressionism
Avant Garde Art- Surrealism, Dadaism and Cubism
Graphiti as Art and Resistance
• Photography:
Development of Photography
Genres of Photography – Candid, Glamour, Wildlife, Sport and War
Analogue and Digital
Aesthetics of Photography – Composition, light, frame, color
and monochrome effects
Study of Photographers and their work – Cartier Bresson and Raghu Rai

Unit 2: Optics & Chemistry of photography

Image formation, view finder cameras, twin lens cameras, single lens cameras
Types of lenses
Aperture, exposure time, film speed, exposure meters
Image formation in available light, Lighting, Image formation in artificial light
Developing, printing and enlargement of photographs
Dark room techniques, chemicals used in developing and printing

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