Department of Mass Communication & Journalism

 

Overview

The Department of Mass Communication & Journalism, Salesian College, Siliguri Campus was established in the year 2014. Since its inception, the department has set high academic standards in its curriculum and has continuously contributed to the emerging demands of the media industry by nurturing the aspiring students with the contemporary media skills. The department provides latest infrastructural facilities and equipments along with strong academic support for the holistic development of the students.

Vision

The B.A. in Mass Communication & Journalism programme strives to offer an in-depth understanding of Media industry’s activities and equip students with the necessary knowledge and expertise required to become an expert media professional, ready to take on the challenges of the industry. It also attempts to strengthen the fundamental concepts of media which encompasses the ethics and social responsibility of the media personnel in upholding the fabric of the contemporary society, followed by industry required skill building through a balanced mix of theory and practical classes, thereby harnessing the skills in key domain areas of media including print media, broadcast media, public relations, advertising, films and digital media.

Objectives

1. To facilitate towards knowledge generation and dissemination.
2. To fullfil human resource needs in the media industry and academics
3. To inculcate understanding of the contemporary media and its impact on society.
4. To encourage the spirit of inclusive and value based learning
5. To imbibe the culture of ethical journalism and creativity amongst students
6. To create leadership qualities, professionalism and team bonding.
7. To nurture, build and up skill the students for the competitive industry/job environment.

Departmental Activities:

1. It publishes a Bi-monthly Tabloid titled “The Salesian Times”
2. The students are assigned and supervised to cover (report, photographs, and videos) of all the academic and co-curricular events which are organized in the College Campus.
3. The Students are actively engaged in numerous digital media activities such as Youtube, Instagram and Facebook.
4. The students also participate in the programmes of Radio Salesian 90.8 (Community Radio, Salesian College, Sonada Campus)
5. Guest Lectures, Workshops & Seminars which includes eminent personalities from academics and media industry are frequently organized by the department.
6. Internship opportunities are available for students with diverse media platforms.
7. Faculty Members regularly participates in International/National Academic Conferences and Seminars as well as frequently publish research articles in reputed International/National Peer-Reviewed Journals.

Course Objectives, Learning Outcomes & Teaching Methodologies.

CC 1: INTRODUCTION TO JOURNALISM

Syllabus:

Unit 1 – Understanding News
Ingredients of news
News: meaning, definition, nature
The news process: from the event to the reader (how news is carried from event to reader)
Hard news vs. Soft news, basic components of a news story
Attribution, embargo, verification, balance and fairness, brevity, dateline, credit line, byline.

Unit 2 - Different forms of print-A historical Perspective Yellow Journalism
Penny press, tabloid press
Language of news- Robert Gunning: Principles of clear writing Rudolf Flesch formula- skills to write news

Unit 3 - Understanding the structure and construction of news
Organising a news story, 5W’s and 1H, Inverted pyramid Criteria for news worthiness, principles of news selection. Use of archives, sources of news, use ofinternet

Unit 4 – Different mediums-a comparison
Language and principles of writing: Basic differences between the print, electronic and online journalism Citizen journalism

Unit 5 - Role of Media in a Democracy Responsibility to Society Press and Democracy
Contemporary debates and issues relating to media Ethics in journalism

Internal Assignment: Power Point Presentation

Course Objectives:

1. To introduce students to the basics of journalism.
2. To develop the knowledge of elements of Journalism and skills as well.
3. To familiarise the students with the ethics of journalism.
4. To enhance the understanding of the technical terms and jargons of Journalism.
5. To understand the practice of gathering information and writing news.

Course Learning Outcomes

1. Students would know about the basics of news writing.
2. Students would have the knowledge of the practice of gathering information and writing news.
3. Students would have an understanding of different writing techniques for print, electronic and online journalism.
4. Students would understand the role of media in democracy and the importance of freedom of press.

Teaching Learning Process

1. Lecture
2. Use of ICT
3. Power Point Presentation
4. Class discussion

CC 2: INTRODUCTION TO MEDIA AND COMMUNICATION

Syllabus:

Unit I Media and Everyday Life

Introduction to Radio, Television, Film, Mobile phones, Social Media
The Internet ‐ discussion around media and everyday life Discussions around mediated and non mediated communication

Unit II Communication and Mass Communication
Forms of Communication, Levels of Communication Mass Communication and its Process

Unit III Introduction to Communication Theories
Bullet Theory, Individual Difference Theory, Personal Influence Theory Cognitive Dissonance Theory Agenda Setting Theory

Unit IV Introduction to Communication Models Aristotle Model
Berlo’s Model
Laswell’s Model
Shanon& Weaver’s Model

Unit V Media and Technologies
Folk Media as a form of Mass Culture, live performance; Audience in live Performance Media technologies; Medium is the Message; Technological Determinism; New Media and Cultural forms

Internal Assignment: Group Discussion

Course Objectives:

1. To give basic idea about mainstream media
2. To illustrate the need and use of media in everyday life
3. To understand the concept of Communication and especially Mass Communication
4. To understand the important theories and models of Communication
5. To identify and understand the involvement of technologies in Communication

Learning Outcomes:

1. Students know the role and use of media in everyday life
2. Students will understand the core concepts of Communication and Media
3. They will attain vast knowledge about communications with the help of models and theories
4. Students will understand the importance, need and use of various technologies in communication process

Teaching Methodologies:

1. Lecture
2. Use of ICT
3. Powerpoint Presentations
4. Board illustrations
5. Group Discussion

GENERIC ELECTIVE 1: BASICS OF JOURNALISM

Syllabus:

Unit 1 - Understanding
News Ingredients of news
News: meaning, definition, nature
The news process: from the event to the reader (how news is carried from event to reader)
Hard news vs. Soft news, basic components of a news story
Attribution, embargo, verification, balance and fairness, brevity, dateline, credit line, byline.

Unit 2 - Different forms of print-A historical Perspective
Yellow journalism Penny press, tabloid press Language of news- Robert Gunning: Principles of clear writing, Rudolf Flesch formula- skills to write news

Unit 3 - Understanding the structure and construction of news
Organising a news story, 5W’s and 1H, Inverted pyramid Criteria for news worthiness, principles of news selection Use of archives, sources of news, use of internet

Unit 4 – Different mediums-a comparison
Language and principles of writing: Basic differences between the print, electronic and online journalism Citizen journalism

Unit 5 - Role of Media in a Democracy
Responsibility to Society press and Democracy Contemporary debates and issues relating to media Ethics in journalism

Course Objectives:

1. To introduce students to the basics of journalism.
2. To develop the knowledge of elements of Journalism.
3. To understand the dynamics of media in a democracy and the importance of freedom of press.
4. To enhance the understanding of the technical terms and jargons of Journalism.
5. To understand the practice of gathering information and writing news.

Learning Outcomes:

1. Students know about the basics of news writing.
2. Students will have the knowledge of the practice of gathering information and writing news.
3. Students will have the understanding of different writing techniques for print, electronic and online journalism.
4. Students would understand the role of media in democracy and the importance of freedom of press.

Teaching Methodologies:

1. Lecture
2. Interactive sessions
3. Power Point Presentation by students
4. Class discussion

CC 3: HISTORY OF MEDIA 

Syllabus:

Unit I History of Print Media
Media and Modernity: Print Revolution , Telegraph, Morse Code History of the Press in India: Colonial Period, National Freedom Movement Gandhi and Ambedkar as Journalists and Communicators

Unit II National Freedom Movement
Baptist Missionary, Buckingham, Metcalfe, Tilak, Hickey, Raja Rammohun Roy, Aurobindo, Surendranath Statesman, Amrit Bazar Patrika

Unit III Media in the Post Independence Era Emergency and Post Emergency Era Changing Readership, Print Cultures, Language Press

Unit IV Evolution of Media, Evolution of Radio, Television, Film, Internet

Internal Assignment: Poster Presentation

Course Objectives:

1. To learn the history of Indian and International Print media
2. To understand the role of media during Indian Freedom Movement
3. To understand the role of media in the post independence era
4. To learn the evolution of media in world and India

Learning Outcomes:

1. The students will learn about the history of Indian and world print media
2. They will understand the interdependence of media and freedom movement
3. They will understand the role and effect of media in post independence era
4. They will understand the evolution of print, radio, television, film and internet

Teaching Methodologies:

1. Lectures
2. Powerpoint presentations
3. Poster Presentations

CC 4: MEDIA ETHICS AND LAW

Syllabus:

Unit-I Ethical Framework and Media practice
Freedom of expression (Article 19(1)(a) and Article 19(1)2) Freedom of expression and defamation- Libel and slander Issues of privacy and Surveillance in Society
Right to Information
Idea of Fair Trial/Trial by Media Parliamentary Privilege Contempt of Court, Intellectual Property Rights
Media ethics and cultural dependence
Student Presentations- Photocopied material for Study Packs in India; Aaron Swartz. Attack on Freedom of artists and authors

Unit 2 Media Technology and Ethical Parameters Live reporting and ethics
Legality and Ethicality of Sting Operations, Phone Tapping etc
Ethical issues in Social media ( IT Act 2000, Sec 66 A and the verdict of The supreme court ) Discussion of Important cases-eg- Operation Westend
Some Related laws- Relevant sections of Broadcast Bill, NBA guidelines
Student Presentations- Tehelka’s Westend.
School Teacher Uma Khurana case

Unit 3- Representation and ethics
Advertisement and Women Pornography
Related Laws and case studies- Indecent representation of Women (Prohibition) Act, 1986 and rules 1987, Protection of Women against Sexual Harassment Bill, 2007, Sec 67 of IT Act 2000 and 292 IPCetc
Objectionable Advertisements, Drugs and Magic Remedies
Student Presentations- Students will submit on above mentioned topics.

Unit 4- Media and Regulation
Regulatory bodies, Codes and Ethical – ASCI, TRAI, RNI Guidelines Self Regulation
Media Content- Debates on morality and Accountability: Taste, Culture and Taboo Censorship and media debates

Unit 5- Media and Social Responsibility Economic Pressures
Media reportage of marginalized sections- children, dalits, tribals, Gender
Media coverage of violence and related laws - inflammatory writing (IPC 353), Sedition- incitement to violence, hate Speech.

Course Objectives:

1. To provide an understanding of knowledge of the Indian constitution.
2. To familiarize the students with the fundamentals of press laws and media related laws.
3. Students will know the codes of ethics of various regulatory bodies in the field of print, advertising, and broadcast.
4. To inculcate the knowledge of the socio-cultural issues and the representation of the marginalized section of the society in media.

Course Outcomes:

1. Students shall have an understanding of the Indian constitution
2. Students shall be aware to the legal aspects of the media and its values.
3. Students would have an understanding of media ethics.
4. Student would inculcate the knowledge of the socio-cultural issues and the representation of the marginalized section of the society in media.

Teaching Learning Methods

1. Lecture
2. Use of ICT
3. Power Point Presentation by students
2. Class discussion

GE 2 Photography

Course contents:

Unit I: History of Photography
Definition and origin of Photography
The birth of Camera and its evolution
Modernization of Photography and its use in Mass Media
Invention of Digital Photography

Unit II: Equipments of Photography
Cameras Lenses Tripods Monopods
Camera bags Digital storage

Unit III: Lighting
The different types of lighting-Natural lighting–and Artificial Lighting
The reflection of light Recommended equipment for outdoor lighting
Introduction to indoor lighting and Photographing

Unit IV: Types of Photography and Photojournalism
News Photography, Sports Photography, Nature photography, Portrait photography, Fashion photography and advertisement photography
The basics of photojournalism and importance of context in photojournalism

Unit V: Editing
Photo editing software : Microsoft Office Picture manager, CorelDraw, Adobe Photoshop Elements, Photoshop CC (Creative Cloud) Correcting imperfect images: Picture orientation, Cropping, Levels, Altering brightness and contrast, Red eye.

Course Objectives

1. Demonstrate artistry by creating images that evoke an emotional response.
2. Apply the principles of lighting and colour theory to a variety of photographic scenarios by measuring, evaluating, and adjusting light and colour to create quality images.
3. Apply the mechanics of exposure to control light and influence the final product.
4. Apply principles of composition to produce professional images.
5. Select and use photographic equipment and technologies appropriate to the task.
6. Work as a professional, maintaining high standards of practice, make ethical judgments and decisions, follow legal requirements, and adapt to a rapidly changing work environment through demonstrated commitment to lifelong learning and professional associations.
7. Work effectively individually and as a member of team, demonstrating time management, organizational, and interpersonal skills.
8. Use and adapt to a variety of computer software and hardware for both photographic and business purposes.  

Learning Outcomes

1. Comprehends how today's photographic camera works and records images.
2. Explains the correct exposure in terms of light sensitive surface, light sensitivity, light metering, and qualities of light.
3. Explains technological features on the camera, the process of film and print, and digital photography. Defines the general composition rules of photography.
4. Explains alternative correct exposure in terms of depth of field and recording of movement.

Teaching Methodolgies

1. Lecture
2. Interactive sessions
3. Observation
4. Team/Group Work
5. Demonstration
6. Drill - Practice

CC 5: INTRODUCTION TO BROADCAST MEDIA

Syllabus:

Unit 1 - Basics of Sound
Concepts of sound-scape, sound culture
Types of sound- Sync, Non-Sync, Natural sound, Ambience Sound Sound Design-Its Meaning with examples from different forms Sound recording techniques Introduction to microphones Characteristics of Radio as a medium

Unit 2 - Basics of Visual
What is an image, electronic image, television image Digital image, Edited Image(politics of an image) What is a visual?(still to moving) Visual Culture
Changing ecology of images today Characteristics of Television as a medium

Unit 3 - Writing and Editing Radio News
Elements of a Radio News Story: Gathering, Writing/Reporting. Elements of a Radio News Bulletins
Working in a Radio News Room
Introduction to Recording and Editing sound. (Editing news based capsule only).

Unit 4 - Writing and Editing Television News Basics of a Camera- (Lens & accessories)
Electronic News Gathering (ENG) & Electronic field Production (EFP) (Concept) Visual Grammar – Camera Movement, Types of Shots, Focusing, Visual Perspective. Elements of a Television News Story: Gathering, Writing/Reporting. Elements of a Television News Bulletins
Basics of Editing for TV- Basic Soft-wares and Techniques (for editing a news capsule).

Unit 5- Broadcast News: Critical Issues and Debates
Public Service Broadcasters - AIR and DD News - Voice of India? (Analysis of News on National Broadcasters)
Changing Character of Television News ( 24 -hrs news format, News Production cycle, News 'Lingo', News 'Formulae' ?
News as Event, Performance and Construction.

Internal Assignment: Preparation of News Capsule (Radio or Television)

 Course Objectives:

1. To understand the basics of Sound in media platforms
2. To understand the basics of visual and effects in media
3. To know how to write and edit for Radio news
4. To know how to write and edit for Television news
5. To understand the critical issues in Broadcast news

 Learning Outcomes:

1. The students will understand the usage of sound in media platforms
2. They will understand the basics and usage of visuals and effects in media
3. They will learn the rules and pattern for writing and editing radio news
4. They will learn the rules and pattern for writing and editing Television news
5. They will understand the changing pattern and character of radio and television news

Teaching Methodologies:

1. Practical Lab based classes
2. Studio productions
3. Lectures
4. ICT classes

CC 6: REPORTING AND EDITING FOR PRINT

Syllabus:

UNIT 1 Covering news
Reporter- role, functions and qualities
General assignment reporting/ working on a beat; news agency
Reporting. Covering Speeches, Meetings and Press Conferences
Covering of beats- crime, courts, city reporting, local reporting, MCD, hospitals, health, education, sports

UNIT 2 Interviewing/Types of news leads
Interviewing: doing the research, setting up the interview, conducting the interview
News Leads/intros, Structure of the News Story–Inverted Pyramid style; Lead: importance, types of lead; body of the story; attribution, verification
Articles, features, types of features and human interest stories, leads for features, difference between articles and features.

UNIT 3 The Newspaper newsroom
Newsroom, Organizational setup of a newspaper, Editorial department
Introduction to editing: Principles of editing, Headlines; importance, functions of headlines, typography and style, language, types of headline, style sheet, importance of pictures, selection of news pictures
Role of sub/copy-editor, News editor and Editor, chief of bureau, correspondents
Editorial page: structure, purpose, edits, middles, letters to the editor, special articles, light leader
Opinion pieces, Op. Ed page

UNIT 4 Trends in sectional
News Week-end pullouts, Supplements, Backgrounders columns/columnists

UNIT 5 Understanding media and news
Sociology of news: factors affecting news treatment, paid news, agenda setting, pressures in the newsroom, trial by media, gatekeepers.
Objectivity and politics of news Neutrality and bias in news.

Course Objectives

1. Familiarising the students with the basics of writing for print media.
2. Develop a knowledge of the working of a newspaper newsroom.
3. Developing the knowledge of writing a news story and other content for the newspaper.
4. Learning the basics of reporting and the role of the reporter.
5. Familiarising the students with the latest trends in newspaper.

Course Outcomes

1. Student will be able to understand the working pattern of a newspaper organization.
2. Students would have an understanding of creating content for the newspaper
3. Students would have an understanding of the role the reporter and the basics of reporting.
4. Students would be familiarized with the new trends in newspaper.
5. Students would publish a dummy newspaper.

Teaching Learning Methods

1. Lecture
2. Illustration
3. Power Point Presentation by students
4. Class discussion
5. Publication of a dummy newspaper.

CC 7: ADVERTISING AND PUBLIC RELATIONS

Syllabus:

Unit 1-Introduction to Advertising Meaning and history Advertising
Importance and Functions - Advertising as a tool of communication, Role of Advertising in Marketing mix, PR Advertising Theories and Models-AIDA model, DAGMAR Model,Maslow’s Hierarchy Model, communication theories applied to advertising
Types of advertising and New trends
Economic,cultural, Psychological and Social aspects of advertising
Ethical & Regulatory Aspects of Advertising-Apex Bodies in Advertising-AAAI, ASCI and their codes.

Unit 2- Advertising through Print, electronic and online media Types of Media for advertising
Advertising Objectives, Segmentation, Positioning and Targeting Media selection, Planning, Scheduling
Marketing Strategy and Research and Branding
Advertising department vs. Agency-Structure, and Functions Advertising Budget Campaign Planning, Creation and Production

Unit-3 Public Relations-Concepts and practices Introduction to Public Relations
Growth and development of PR Importance, Role and Functions of PR Principles and Tools of Public relations, CSR Organisation of Public relations: In house department vs consultancy. PR in govt. and Private Sectors, Govt’s Print, Electronic, Publicity, Film and Related Media Organizations

Unit 4-PR-Publics and campaigns Research for PR
Managing promotions and functions
PR Campaign-planning, execution, evaluation Role of PR in Crisis management
Ethical issues in PR-Apex bodies in PR- IPRA code - PRSI,PSPF and their codes.

Unit 5 – Social Media Marketing
Social Media Technologies and Management Inetgrated Marketing Communication Developing Social Networks
Social Media Strategies, Tactics and Ethics Social Media Tools
Measurement Strategies and ROI

Course Objectives:

1. To provide basic ideas about Advertising
2. To understand ethical and regulatory aspects of advertising
3. To learn the full process of advertising and marketing through print, electronic and online media
4. To understand the concepts and practices of Public Relations
5. To learn approaches and management of PR campaigns

Learning Outcomes:

1. Students will get basic idea about creative advertising and management
2. They will learn the ethical aspects of advertising
3. They will learn to create advertising contents for print, electronic and online media
4. They will learn the structure and working pattern of advertising agencies
5. They will understand the structure and working pattern of PR agency
6. They will learn the content creation for Public Relations

Teaching Methodologies:

1. Industrial visits
2. Brain storming sessions
3. Lab based practicals
4. Lectures
5. Powerpoint presentations

SKILL ENHANCEMENT COURSE 1: RADIO PRODUCTION

 Syllabus:

Unit I- Broadcast Production Techniques
Working of a Production Control Room & Studio: Types and functions, acoustics, input and output chain, studio console: recording and mixing.
Personnel in Production process – Role and Responsibilities

Unit II- Stages of Radio Production
Pre-Production – (Idea, research, Radio script)
Production–Creative use of Sound; Listening, Recording, using archived sounds, (execution, requisite, challenges) Editing, Creative use of Sound Editing.

Unit III - Broadcast Formats
Group A
Radio magazine
Interview
Talk Show
Discussion
Feature
Documentary
Radio Drama

Group B
Public Service Advertisements
Jingles

Suggested Exercise- Producing any one Radio format mentioned in Group A which should include Public Service
Advertisement and/or Jingle mentioned in Group B of Unit III .(Duration-5 minutes).

Course Objectives

1. To develop in the students the skills, techniques, and art of producing a radio programme and PSA
2. To help the students understand the difference between the writing style for pint, audio visual and audio medium.
3. To understand the various stages of radio production
4. To understand the working of a radio station.

Course Outcomes

1. The student would be trained in radio production with focus on technical aspect.
2. The student would have an understanding of how a radio station works.
3. The student at the end of the course would be qualified with hands-on training in software as well as theoretical knowledge of radio production.
4. The student would develop an understanding of the various types of radio programme formats.
5. The student would successfully produce a radio programme which will include PSA and/or Jingle.

Teaching Learning Methods

1. Blend of interactive and classroom teaching.
2. Use of ICT
3. Use of computers for learning software.
4. Class discussion
5. Field trip to get a hands-on experience of the functioning of a radio studio.
6. Practical assignments

C8 Introduction to New Media

Course Objectives

1. Display a good overview and command of all essential knowledge, theory and skills within the specific area of New Media;
2. Familiarize students with various aspects of New Media and its diverse social implications
3. Teach students to further explore various new media tools for advertising, journalism, education, public relation etc in the real-world.
4. Comprehend the impact of New Media on Contemporary Journalism
5. Creating independent content and its subsequent dissemination over the platform
6. Provide a ground for the best practices within the periphery of New Media
7. Possible career opportunities to explore in the field of New Media

Learning Outcome

1. Has critical knowledge and understanding of the essential facts, concepts and discourses in the areas of New Media
2. Understands the importance and specific requirements of autonomously conceiving, developing and content in the area of New Media
3. Have an overview of specialist theoretical perspectives framing the selected New Media area
4. Develop an understanding of various new media tools, and techniques.
5. Develop self-confidence and awareness of general issues prevailing in the society pertaining to New Media
6. Apply critical and contextual solutions on variety of subject matter
7. Identifies, plans, organizes and executes project work, demonstrating autonomous decision-taking and process monitoring

Teaching Methodologies

The method of instruction (pedagogy or teaching-learning processes) shall be determined by the requirements of a course, the learning objectives, learning outcomes & the learner’s context. However, the following methods of instruction shall be commonly used: Lecture Sessions, Practical exercises, Audio Visual learning materials, Multimedia presentations, Group Exercises, Training Programmes, Workshops.

CC 9: DEVELOPMENT COMMUNICATION

Syllabus:

UNIT 1 Development: Concept, concerns, paradigms Concept of development Measurement of development
Development versus growth Human development Development as freedom Models of development Basic needs model
Nehruvian model Gandhian model Panchayati raj
Developing countries versus developed countries UN millennium dev goals

UNIT 2 Development communication: Concept and approaches
Paradigms of development: Dominant paradigm, dependency, alternative paradigm Dev comm. approaches – diffusion of innovation, empathy, magic multiplier
Alternative Dev comm. approaches:
Sustainable Development Participatory Development Inclusive Development Gender and development
Development support comm. – definition, genesis, area woods triangle

UNIT 3 Role of media in development
Mass Media as a tool for development
Role of development agencies and NGOs in development communication
Critical appraisal of dev comm. programmes and govt. schemes: SITE, KrishiDarshan, Kheda, Jhabua, MNREGA;
Cyber media and dev –e-governance, e chaupal, national knowledge network, ICT for dev narrow casting Development support communication in India in the areas of: agriculture, health & family welfare, population, women empowerment, poverty, unemployment, energy and environment, literacy, consumer awareness, Right to Information (RTI).

UNIT 4 Practising development communication
Strategies for designing messages for print Community radio and dev
Television programmes for rural india (KrishiDarshan) Using new media technologies for development.
Development Journalism and rural reporting in India

UNIT 5 Rural Journalism
Information needs in rural areas;
Use of traditional media for development in rural areas; Rural newspapers;
Critical appraisal of mainstream media’s reportage on tribal problems and issues;
Internal Assignment: a. Field Study withreport

Course Objectives:

1. To understand the concepts and approaches to development
2. To learn history of development
3. To understand the role of Media in development
4. To understand the practice of modern approaches to development in present media scenario
5. To understand Rural Journalism

Learning Outcomes:

1. Students will learn the history and theories of development
2. They will understand the approaches to development
3. They will connect to the modern approaches to development through media
4. They will understand the role of mass media in rural development

Teaching Methodologies:

1. Lecture
2. Field Trip
3. Board Illustrations
4. Group Discussions

CC 10: MEDIA AND CULTURAL STUDIES

Course contents:

Unit I Understanding Culture
Mass Culture, Popular Culture,
Folk Culture Media and Culture

Unit II- Theories of Media
Sociological Theories
Normative Theories

Unit III Communication Models
Newcomb
Westley& MacLean
Schramm &Osgoods
Gerbner

Unit IV Representation Media as Texts
Signs and Codes in Media
Discourse Analysis
Genres
Representation of nation, class, caste and gender issues in Media

Unit V Audiences
Uses and Gratification
Approach Reception Studies
Active Audiences Women as Audiences
Sub Cultures; Music and the popular, Fandom
Internal Assignment: Power Point Presentation

Course Objectives:

1. To familiarize the student with the nature of communication, mediated by societal mores, cultures, structures of power and technology of multimedia and mass communication.
2. To analysis of the communication chain to understand how and why message are generated and ways in which they are consumed.
3. To explain the process of decoding message with its dependency on reception the target group profile and means of transmission.
4. To introduce student to the theories of communication.

Learning Outcomes:

1. Students would be able introduce themselves to the theories of communication.
2. Students would be able to inculcate the knowledge of communication models.
3. Students would have the understanding of role of communication system in the construction of cultural meaning and modes of representation.
4. Student would have an understanding of the representation of the marginalized section of the society.

Teaching Learning Methods:

1. Blend of interactive and classroom teaching.
2. Discussion
3. Illustration
4. Written assignments
5. Multi-media presentation.

SKILL ENHANCEMENT COURSE 2: DOCUMENTARY/ SHORT FILM PRODUCTION

Course contents:

Unit 1: Understanding Audio-Visual Production
Introduction to Documentary / Short Film
Introduction to Shooting styles
Introduction to Editing styles
Structure and scripting the documentary

Unit 2- Stages of Production
Pre-Production, Production, Post Production
Research: Library, Archives, location, life stories, ethnography
Writing a concept: telling a story
Treatment
Writing a proposal and budgeting

Suggested Practical Exercise- Shooting a Documentary / Short Film (5-6 minutes) and Editing the same.

Course Objectives:

1. To train students with hands on skills with video camera.
2. To equip the students to use software for video editing
3. To understand lighting, scripting and other production requirements.
4. To give a theoretical and practical understanding of the various stages of short film and documentary production.

Learning Outcomes:

1. Students would produced a short film or a documentary.
2. Skill acquisition of lighting and editing for video production.
3. Students would be familiarized with the basic shooting styles.
4. Students would acquire skills such as script development, pre-production, filming and editing to produce a short film/documentary.

Teaching Learning Methods

1. Use of ICT
2. Group discussion
3. Interactive classroom teaching
4. Industrial field trip
5. Group discussion
6. Practical assignments
7. Class test

CC11: GLOBAL MEDIA AND POLITICS

Course contents:

Unit 1: Media and international communication: The advent of popular media- a brief overview
Propaganda in the inter-war years: Nazi Propaganda, Radio and international communication

Unit II: Media and super power rivalry: Media during the Cold War, Vietnam War, Disintegration of USSR; Radio free Europe, Radio Liberty, Voice of America
Communication debates: NWICO, McBride Commission and UNESCO
Unequal development and Third World concerns: North-South, Rich – Poor

Unit III : Global Conflict and Global Media
World Wars and Media Coverage post 1990: Rise of Al Jazeera
The Gulf Wars: CNN’s satellite transmission, embedded Journalism 9/11 and implications for the media

Unit IV: Media and Cultural Globalization
Cultural Imperialism, Cultural politics: media hegemony and Global cultures
Chomskey’s idea of manufacturing concept Homogenization, the English language Local/Global, Local/Hybrid

Unit V: Media and the Global market
Discourses of Globalisation: barrier–free economy, multinationals, technological developments, digital divide
Media conglomerates and monopolies: Ted Turner/Rupert Murdoch
Global and regional integrations: Bollywood Entertainment: Local adaptations of global programmes KBC/Big Boss/Others

Internal Assignment: a. Panel Discussion

Course objectives:

1. To acquaint students with some key trends and issues located at the intersection of global politics and media.
2. To offer insight into key contemporary global issues and how they are entangled with the discourse of media.
3. To enable critical insights into the interplay of globalization and media through broader theoretical framework.
4. To Understand the relationship between media and culture and global and regional integration.

Course Outcomes:

1. Critically engage with various socio-economic and political global issues.
2. Explain the changing trends in global information flow and concept of network society.
3. Describe the global communication system during post-world war, terrorism events, and conflict reporting.
4. Using knowledge to analyse major global media conglomerates and their role in the power play in the international forum.

Teaching Learning Methods

1. Blend of interactive and classroom teaching.
2. Group discussion
3. Written assignments
4. Tutorials/ Multi-media presentation student presentation.

C12: Introduction to Film Studies

Course contents:

Unit I ‐ Language of Cinema
Language of Cinema I – Focus on visual Language: Shot, Scene, Mis‐en‐scene, Deep focus, Continuity Editing, Montage
Language of Cinema II – Focus on Sound and Colour: Diegetic and Non Diegetic Sound; Off Screen Sound; Sync Sound; the use of Colour as a stylistic Element
Genre and the development of Classical Hollywood cinema

Unit II ‐ Film Form and Style
German Expressionism and Film Noir Italian Neorealism French New-Wave

Unit III ‐ Alternative Visions
Third Cinema and Non Fiction Cinema Introduction to Feminist Film Theory
Auteur- Film Authorship with a special focus on Ray and Kurusawa

Unit IV ‐ Hindi Cinema
Early Cinema and the Studio Era
1950s ‐ Cinema and the Nation (Guru Dutt, Raj Kapoor, Mehboob)
The Indian New-Wave (MrinalSen, RitwikGhatak, AdoorGopalakrishnan, SyamBenegal, GovindNihalini, GautamGhosh) Globalisation and Indian Cinema Film Culture

Unit V Film Bodies
CBFC
NFDC

Internal Assignment:Film Review

Course Objectives

The subject provides an introduction to the analysis of narrative films. The course explores a range of aspects of film, including origins, techniques, industry, genre, narrative, and audience.

Learning Outcomes

1. Explain key terms and concepts in film studies
2. Analyse a range of significant films in relation to key questions in film studies
3. Read and interpret criticism and apply it within an academic argument
4. Locate and access primary and secondary sources relevant to the area of study
5. Write logical and coherent arguments based on evidence, and engage in critical debate
6. Use contemporary technologies relevant to the completion of assessment tasks

Teaching Methodlogies

1. Lectures & discussions
2. Film Screening
3. Interaction on various aspects of films
4. Multimedia presentations
5. Audio – Visual sessions

Discipline Specific Elective

DSE 3: Photography

Course contents:

UNIT I Introduction to Photography
A brief History of Photography- Camera Obscura to the daguerreotype process
Technical history of photography: Persistence of Vision, Camera Obscura, Muybridge Experiment (Leaping horse).
The photographic process (The Silver Hallide Photography Process)
A brief glimpse into the Dark Room Development of a Photograph
Modernization of Photography and its use in Mass Media

UNIT II Understanding the mechanisms of Photography
Types of photographic cameras and their structure (Pin-hole, SLR, TLR, D-SLR)
Lenses (types and their perspective/angle of view)
Aperture (f-stop & T-stop) Shutters (Focal plane & Lens shutter)
Light meters (Incident, reflected & through Lens: Average, Centre weighted, Spot & Metrics) and FOCUS AND DEPTH OF FIELD

UNIT III Understanding Light and Shadow
Natural light and Artificial Light
The Nature of Light- Direct Light, Soft light, Hard light, Directional Light.
Brightness, Contrast, Mid tones, Highlights, Shadow and Silhouettes
Lighting equipment (Soft boxes, umbrellas, fresnels, Skimmers, reflectors,etc)
Three Point Lighting Technique and Metering for Light
Filters and Use of a Flash Unit

UNIT IV DIGITAL Photography and Editing
Sensor Sizes , Formats and Storage
Introduction to Editing and Digital Manipulation
Brightness, Contrast, Mid tones, Highlights, Colour tones
Basics of Photoshop Photo editing software : (Microsoft Office Picture Manager, CorelDraw, Adobe Photoshop Elements, Photoshop CC (Creative Cloud)

UNIT V Photojournalism
Brief History – Global & Indian
Application & Ethics and Law in Digital Imaging (Ethicality while photographing a subject/issue & editing the image – issue of unethical morphing etc., Copyright Law etc.) Approaches to documenting reality- (Discussion on Capa’s ‘The Falling Soldier’, Objective Truth or Staged Representation) War Photojournalism

 Course Objectives

 1. Demonstrate artistry by creating images that evoke an emotional response.
2. Apply the principles of lighting and colour theory to a variety of photographic scenarios by measuring, evaluating, and adjusting light and colour to create quality images.
3. Apply the mechanics of exposure to control light and influence the final product.
4. Apply principles of composition to produce professional images.
5. Select and use photographic equipment and technologies appropriate to the task.
6. Work as a professional, maintaining high standards of practice, make ethical judgments and decisions, follow legal requirements, and adapt to a rapidly changing work environment through demonstrated commitment to lifelong learning and professional associations.
7. Work effectively individually and as a member of team, demonstrating time management, organizational, and interpersonal skills.
8. Use and adapt to a variety of computer software and hardware for both photographic and business purposes.  

Learning Outcomes

1. Comprehends how today's photographic camera works and records images.
2. Explains the correct exposure in terms of light sensitive surface, light sensitivity, light metering, and qualities of light.
3. Explains technological features on the camera, the process of film and print, and digital photography. Defines the general composition rules of photography.
4. Explains alternative correct exposure in terms of depth of field and recording of movement.

Teaching Methodologies

1. Lecture
2. Interactive sessions
3. Observation
4. Team/Group Work
5. Demonstration
6. Drill - Practise

C 13: Media Industry and Management 1  

Course contents:

UNIT - 1 Media Management: Concept and Perspective
Concept, origin and growth of Media Management  Fundamentals of management
Management School of Thought

UNIT - 2 Media Industry: Issues & Challenges 
Media industry as manufacturers- Manufacturing Consent, news and content management. Market Forces, performance evaluation (TAM, TRP, BARC and HITS) and Market shifts  Changing Ownership patterns  Foreign Direct Investment

UNIT - 3 Structure of news media organizations in India.
Role responsibilities &Hierarchy  Workflow& Need of Management
Shift Patterns, Circulation & Guidelines 

UNIT - 4 Media Economics, Strategic Management and Marketing
Understanding Media Economics
Personnel Management, Strategic Management, Market forces

UNIT - 5 Case Studies
Visionary Leadership- Media Entrepreneurs, Qualities and Functions of media managers.
Indian and International Media Giants- Case Studies  Digital Media Entrepreneurs
Internal Assignment: Project Report on Media organization

Course Objectives

1. Students will be able to analyze individual media businesses and understand the economic drivers of the media economy. 
2. Students will have gained a perspective on the evolution of media in the last few years and on key current trends.
3. Students will be able to develop an integrated marketing plan using a wide variety of media that will take a comprehensive approach to a marketing challenge.
4. Students will have developed hands-on experience as content marketers using journalistic and digital techniques.

Learning Outcomes:

1. Clarify the unique characteristics of media management and media marketing
2. Analyze specific case studies
3. Presented specific media management and marketing strategies

Teaching Methodologies

1. Lecture
2. Interactive sessions
3. Multimedia presentations
4. Case Studies

C 14: Media Research and Methodologies

Course contents:

Unit I – Introduction to Research
Definition, Role, Function, Basic and Applied Research, Scientific Approach, Role of theory in research, Steps of Research (Research question, Hypothesis, Review of Literature….)

Unit II – Methods of Media Research
Qualitative- Quantitative Technique, Content Analysis, Survey Method, Observation Methods, Experimental Studies, Case Studies,
Narrative Analysis, Historical research.

Unit III – Sampling
Need for Sampling, Sampling Methods, Representativeness of the Samples, Sampling Error, Tools of data collection: Primary and Secondary data-Questionnaire, Focus Groups, Telephone, Surveys, Online Polls, Published work.

Unit IV- Methods of analysis and report writing Data
Analysis Techniques; Coding and Tabulation, Non-Statistical Methods (Descriptive and Historical) Working with Archives; Library Research;
Working with Internet as a source; Writing Citations, Bibliography Writing the research report

Unit V - Ethnographies and other Methods
Readership and Audience Surveys
Ethnographies, textual analysis, discourse analysis
Ethical perspectives of mass media research
Internal Assignment: Application of any one Data Collection methodology 

Course Objectives

1. Understand, apply, and evaluate qualitative & qualitative research
2. Explain the main purposes, issues in each of several types of qualitative research
3. Apply the concepts above to specific communication issues and questions
4. Explain ethical implications at each stage of research
5. Perform the various types of research at an introductory level
6. Plan and execute an investigation of a communication question involving at least one of the methods introduced in class, demonstrating a greater knowledge of that area

Learning Outcomes:

1. Describe the research process.
2. Structure research questions and hypotheses.
3. Understand the roles of variables in quantitative & qualitative research.
4. Apply appropriate research method designs to gather data.
5. Analyze research results.
6. Compare qualitative and quantitative methods.
7. Create basic research reports

Teaching  Methodologies

1. Lecture
2. Interactive sessions
3. Research assignments
4. Data collection & survey activities

Discipline Specific Elective  

DSE 8: Dissertation

Every student will have to submit a dissertation in any area of Mass Communication detailed in the curriculum under the guidance of any faculty of the Department. The objective of the dissertation is to enable a student to have an in-depth knowledge of the subject of his/her choice. It should be a research-based effort and should endeavor to create new knowledge in any area of Mass Communication. Word limits maximum 3000 words.

Course Objectives

The Dissertation modules enable students to develop knowledge and understanding of a specialist area within the broad fields of Mass Communication & Journalism. This module will provide you with guidance and support throughout the writing of your dissertation. From discussing your initial ideas of your dissertation through the process of actually writing the document, this module will provide you with the information and support required from both the teaching staff and your allocated dissertation supervisor.

Learning Outcomes

1. Identify research methods and questions
2. Demonstrate appropriate referencing and develop skills in other aspects of academic writing.
3. Demonstrate knowledge and understanding of report writing.
4. Apply the demographic/statistical research training acquired in the taught element of the programme by designing an appropriate research strategy and research methodology to carry out your research.
5. Use and develop written and oral presentation skills.
6. Show evidence of clarity of argument, understanding of the chosen topic area, and presentation of technical information.
7. Describe the process of carrying out independent research in written format and report your results and conclusions with reference to existing literature.
8. Analyse and synthesise research findings.

Teaching Methodologies

1. Individual/group supervision
2. Independent learning
3. Formal lectures
4. Oral presentations with feedback
5. Analyse existing research areas

Faculty

Sonada Campus


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Paul Mathew Cheruthottupuram
Campus Minister, Director Radio Salesian & Salesian Television

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Privat Giri
Assistant Professor

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Prashant Rai
Assistant Professor

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Shruti Bridget Chettri
Assistant Professor

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Deborah Shreya Khaiba
Assistant Professor

Siliguri campus


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Ravi Bhushan Singh
Head of Department, Assistant Professor

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Nawaneeta Subba
Assistant Professor

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Dipjyoti Das
Assistant Professor