BS (4 Years) for Affiliated Colleges Course Contents for Subjects with Code: BSCS This document only contains details of courses having code BSCS. Center for Undergraduate Studies, University of the Punjab 1 BS (4 Years) for Affiliated Colleges Code Subject Title Cr. Hrs Semester BSCS‐111 II Mass Communication 3 BSCS‐211 III Year Discipline 1 Applied Psychology, English, Social Work 2 Sociology & Sociocultural Studies Communication
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Definitions, types and significance of Communication
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Process of Communication: source; message; channel, noise; destination;
encoding; decoding; and feedback
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Essentials of effective communication
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Role of Mass media in agenda setting
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Nature and functions of mass communication (Information, Education, Opinion
Formation, Entertainment and Development.)
Media of Mass Communication
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Print Media: newspapers, magazines, periodicals, books, pamphlets, etc.
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Broadcast media: radio, TV, film.
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Comparative study of mass media, their components, functions and effects.
Recommended Readings:
1.
Dominick, J. R. (2006). Dynamics of Mass Communication (8th ed.). New York;
McGraw-Hill.
2.
Straubhaar, LaRose.(2002). Media Now: Communication Media in the Information
Age (3rd ed.). USA; Wadsworth.
3.
Understanding Mass Communication, Defleur Dennis, Houghton Mufflin Co.
Bostan. 2000
4.
Introduction to Mass Communication, Edward J. Whetmore, Wadsworth
Publishing Co. California 1995.
5.
Journalism for All, Mehdi Hassan and Abdus Salam Khurshid, Aziz Book Depot,
Lahore. 6th ed.; 1997.
6.
Iblagh Kay Nazriyat, Muqaddara Shamsuddin, M. (Nation Language Authority,
Islamabad 1990.
7.
Dynamics of Mass Communication Roger Dominic 6th ed, McGraw Hill New
York, London 1999.
8.
Ta’araf-e-iblagh-e-Amma,
Matin-ur-Rehman
Murtaza,
Department
of
Communication, University of Karachi 2000.
9.
Introducing Mass Communication Michael W. Gambol, McGraw Hill, 1996.
10.
Media of Mass Communication, John Vivian 5th ED. Allyn and Bacon, London,
2000.
Center for Undergraduate Studies, University of the Punjab 2 BS (4 Years) for Affiliated Colleges Code Subject Title Cr. Hrs Semester BSCS‐101 Introduction to Mass Communication 3 I Year Discipline 1 Mass Communication Communication
• Definitions, types and significance of communications
• Process of Communication: source; message; channel; noise; destination; encoding; and
feedback
• Barriers in communication
• Essentials of effective communication
• Role of mass media in agenda setting
• Nature and functions of mass communication (Information, Education, Opinion
Formation, Entertainment and Development)
Media of Mass Communication
• Print Media: newspapers, magazines periodicals, books, pamphlets, etc.
• Broadcast media: radio, TV, film.
• New Media: (Internet) On-line journalism. Traditional/Folk-Media
• Comparative study of mass media, their components, functions and effects.
Recommended Books:
Dominick, J.R (2006). Dynamics of Mass Communication (8th ed.). New York;
McGraw-Hill.
2. Straubhaar, LaRose.(2002). Media Now: Communication Media in the Information Age
(3rd ed.). USA; Wadsworth.
3. Understanding Mass Communication, Defleur Dennis, Houghton Mufflin Co. Bostan.
2000
4. Introduction to Mass Communication, Edward J. Whetmore, Wadsworth Publishing Co.
California 1995.
5. Journalism for All, Mehdi Hassan and Abdus Salam Khurshid, Aziz Book Depot,
Lahore. 6th ed., 1997
6. Iblagh Kay Nazriyat, Muqaddara Shamsuddin, M.(Nation Language Authority,
Islamabad 1990.
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7. Dynamics of Mass Communication Roger Dominic 6 ed, McGraw Hill New York,
London 1999.
8. Ta,araf-e-Iblagh-e-Amma, Matin-ur-Rehman Murtaza, Department of Communication,
University of Karachi 2000.
9. Introducing Mass Communication Michael W. Gambol, McGraw Hill, 1996.
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10. Media of Mass Communication, John Vivian 5 Ed. Allyn and Bacon, London, 2000.
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Center for Undergraduate Studies, University of the Punjab 3 BS (4 Years) for Affiliated Colleges Code Subject Title BSCS‐102 Contemporary World Media Year Discipline 1 Mass Communication Profile of News Channels
• CNN
• BBC
• Fox News
• Bloomberg
• Al-Jazeera
• Star News
• VOA
Cr. Hrs 3 Semester II Profile of World Elite Press
• The New York Times
• The Washington Post
• The Los Angles Times
• The London Times
• The Guardian
• Times
• News Week
• Economist
News Agencies
• AP
• Reuter
• AFP
• DPA
• APP
Media Conglomeration
Big Media Giants:
• AOL
• Times Warner
• Walt Disney
• News Corporation
• General Electric
• Viacom
Center for Undergraduate Studies, University of the Punjab 4 BS (4 Years) for Affiliated Colleges Code Subject Title Cr. Hrs Semester BSCS‐201 National and International Affairs 3 III Year Discipline 2 Mass Communication National Affairs:
• An overview of post independence History of Pakistan.
• Constitutional Development in Pakistan
• Basis of Pakistan’s Foreign Policy and Pakistan’s relations with other countries India,
Afghanistan, Iran, China and US, SAARC, ASEAN,
• Contemporary issues political instability, Governance Issues, Health, Education, Water,
Population, Gender, Human rights, Poverty etc.
International Affairs:
• Shift in balance of power: end of bipolar system and its implications.
• The United Nations and its current role in conflict resolution.
• Muslim World, Issue and problems, Role of OIC
• Issue and problems faced by contemporary World:
ƒ Geo Political Status of Pakistan;
ƒ Regional Arrangements three case studies European Union, ASEAN, and SAARC.
ƒ Palestine Israel conflict
ƒ Kashmir Dispute
ƒ Nuclear Problem
ƒ War against terrorism and its different dimensions
ƒ WTO and its implication and impact.
Recommended Books:
1.
Safdar Mahmood (2006-2007). International Affairs. 2nd Edition. Jahangir printers,
Lahore, Pakistan.
2.
Ken Booth & Time Dunne. (2002). Worlds in Collision Terror and the Future of
Global Order. Palgrave Macmillan.
3.
Noam Chomsky (1997). World Orders Old and New. Pluto Press. USA.
4.
Aeron Davis. (2007). The Mediation of Power. Routledge Taylor and Francis Group.
5.
Saiyyad Muhammad, Saleem Moini. (1995). International Law. Pakistan Writer’s Cooperation Society Karachi, Lahore.
6.
Mehmood, Safdar. (2000). International Affairs. Jang Publishers. Lahore.
7.
Inayatullah, (1947). State and Democracy in Pakistan, Vanguard Books Pvt. Ltd.
Lahore
8.
Rizvi, Hasan-Askari (2000). Military State and Society in Pakistan, Macmillan Press
Ltd.
9.
Saeed, Khawaja Amjad (2007). The Economy of Pakistan, Oxford University Press.
10.
Jain, Rashmi (2007), The United States and Pakistan 1947-2006, Radiant Publishers.
Center for Undergraduate Studies, University of the Punjab 5 BS (4 Years) for Affiliated Colleges Code Subject Title Cr. Hrs Semester BSCS‐202 Mass Media in Pakistan 3 IV Year Discipline 2 Mass Communication Historical Background
• Growth of the Muslim Press in the sub continent
• Role of Sir Syed Ahmed Khan, Moulana Hasrat Mohani, Mulana Muhammad Ali Johar,
Molana Abul Kalam Azad, and Zafar Ali Khan
• Press and the Pakistan Movement
History and Development
• Press since independence.
• Major Development of Press in Pakistan
• Major Problems and prospects of press in Pakistan
Government and Press
• Government Press relations
• The Print Media since 1947 to-date
Electronic Media in Pakistan
• Growth & Expansion of Radio, Television, and Film in Pakistan.
• Growth of Cable television and its Cultural and ethical dimensions.
• Establishment of Pakistan Electronic Media Regulatory Authority (PEMRA).
• Salient features of PEMRA ordinance 2002.
• Electronic Media in Private Sector. FM Radio and Satellite Television.
• Online Journalism: Development and Future prospectus
News Agencies
• Development of News Agencies.
• Expansion, Working, Organizational, Structure and Future perspective in Pakistan
Recommended Books:
1.
Khurshid Abdus Salam, Journalism in Pakistan, United Publishers, Lahore.
2.
Lent J. A., Newspapers in Asia.
3.
Majeed Nizami, Press in Pakistan, Department of Political Science, University of the
Punjab, Lahore.
4.
Hasan Mehdi, Mass Media In Pakistan.
5.
French David and Richard Micheal (2000), Television in Contemporary, Asia, SAGE
Publication International, UK.
6.
Aziz Yousaf (2003), Cable Television A vision for Future Pakistan.
7.
Aziz Yousaf (2003), Prospect & Promotion of Electronic Media in Pakistan.
8.
Sh. Mugheesuddin (1981) ABC of Radio Journalism.,
9.
Niazi, Zamir, Press in Chains
10.
Hassan, Mehdi (2001) , Mass Media in Pakistan. Aziz publisher. Lahore.
11.
Hassan, Jawad & Hadi, Syed Ali (2004), Media and Mass Communicational Laws of
Pakistan. Haji Hanif Printers. Lahore
Center for Undergraduate Studies, University of the Punjab 6 BS (4 Years) for Affiliated Colleges 12.
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15.
16.
Ahmad, Shehzad (2005), Journalism and Press. Anmol Publication Pvt.
Ltd. New Dehli.
Ahmad, Shehzad (2005), Journalism News Coverage. Anmol Publications Pvt. Ltd.
New Dehli.
Syed, M.H. (2006), Mass Media in new world order. Anmol Publication.
Ahmad, Shehzad (2005), Art of Modern Journalism . Anmol Publication.
Hijazi, Miskeen Ali (2004), Mass Communication Theory and Practice. A-One
Publishers. Lahore.
Center for Undergraduate Studies, University of the Punjab 7 BS (4 Years) for Affiliated Colleges Code Subject Title Cr. Hrs BSCS‐301 News Reporting & Writing 3 Year Discipline 3 Mass Communication News
ƒ Definition and Elements of News
ƒ News Determinants and News Values
ƒ Sources of News
News Writing Techniques
ƒ The Lead/Intro, its components and types,
ƒ Inverted Pyramid form and hunting for leads and other formats,
ƒ Block paragraphs and special treatment to news.
The Reporter
ƒ Importance of a reporter
ƒ Duties of a Reporter
ƒ Qualities of a Reporter
Essentials of Reporting
ƒ Observation,
ƒ Looking for stories,
ƒ Background information
ƒ Track down relevant sources of information for stories
Reporting Beats
ƒ Crime
ƒ Court
ƒ Political
ƒ Parliamentary Affairs
ƒ Culture,
ƒ Sports,
ƒ Education,
ƒ Economic and Commerce; and others
News Agencies
ƒ International
ƒ National
ƒ Local
Semester V Recommended Readings:
1. Anderson David “Investigative Reporting”, Englewood Cliffs, Prentice, Hall, 1964
2. Charnely Mitchell’s “Reporting”, New York Hoet, Rinhart & Winston 1964
3. Hohenberg “The Professional Journalist”
4. Mac Dougall, Curts D. “Interpretative Reporting”, New York, Macnillian 1972
5. Porter and Luxon “The Reporter and the News”
6. William L. Rivers “Finding Facts”, Englewood Cliffs, N.J; Prentice Hall, 1975.
7. Alden Todd, “Finding Facts Fast”, Barclay, Ten Speed Pren, 1979
8. Ken Metzler, “Creative Interviewing”, Englewood Cliffs, N.J; Pren, 1977
9. Hijazi, Miskeen Ali, “Fun-e-Idarat”
10. Khursheed, Abdul Salam Dr., “Fun-e-Sahafat”
11. Hashmi, Farkhanda, “Fun-e-Khabar Naweesi”
Center for Undergraduate Studies, University of the Punjab 8 BS (4 Years) for Affiliated Colleges 12. Writing and Reporting the News by Gerald Lanson, Mitchell Stephens
13. Reporting & Writing: Basics for the 21st Century by Christopher Scanlan
14. News in a New Century: Reporting in an Age of Converging Media by Jerry Lanson,
Barbara Croll Fought Pine Forge Press A Sage Publication Company.
Center for Undergraduate Studies, University of the Punjab 9 BS (4 Years) for Affiliated Colleges ƒ
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Code Subject Title Cr. Hrs Semester BSCS‐302 Broadcast Journalism 3 V Year Discipline 3 Mass Communication Introduction to Radio,
TV, Film and Internet;
Working of Radio and TV stations;
Production of Radio and TV news and programs;
Script writing for radio and TV.
Production of Radio and TV programs.
Radio TV Talk Shows,
Discussions, plays and documentaries;
Qualification and duties of a radio and TV News producers.
Various dimensions of electronic media. (FM Radio, Satellite, Terrestrial and cable TV
etc.)
Recommended Readings:
1. Understand the Media, Andrew Hart, Rontledge, New York. 1991.
2. Inside the Media, Conrad fink, Longman, New York. 1990.
3. Television Culture, John Fiske, Mcthuen, London. 1987
4. Modern Mass Media, John C. Merill, John Lee, Edward Jay
5. Friedlander, Harper & Row, New York. 1990.
6. Power of TV, Conrad Lodziak, Frances Prilie, London. 1986.
7. Mass media: An introduction to Modern Communication, Ray Eldon Hiebert,
8. Donald F. Ungurait. Thomas W. Bohn, Longman, New York. 1982.
9. Media Studies, Stwart Price, Pitman Publishing, London. 1993
10. Media Impact, Shirley Biagi, Wadworth, Belmont, 2nd Edition. 1992.
11. Telecommunication an Introduction to Electronic media, lynne Gross6th ed. Brown and
Benchmark, London. 1997
12. Electronic Media, Christopher H. Sterling, Preager London. 1994
13. Pakistan Cinema, Mushtaq Gazdar, Oxford University Press, Karachi. 1997.
Center for Undergraduate Studies, University of the Punjab 10 BS (4 Years) for Affiliated Colleges ƒ
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Code Subject Title Cr. Hrs Semester BSCS‐303 Online Journalism 3 V Year Discipline 3 Mass Communication Scope and importance of online journalism
Socio-economic, legal, cultural and political issues related to the access of information
through internet.
Scanning and Surfing
Techniques of cyber costing, publishing and marketing Online
editions of newspapers/magazines
Prospects and challenges of Online journalism
Writing for Website
Blogs, Virtual Community
Reporting Online
Recommended Readings:
1. Journalism in the Digital Age, John Herbert, Focal Press Oxford, 2000.
2. Introduction to Mass Communication, Agee, Ault, 12th ed., Longman, 1997.
3. Understanding
Mass Communication, Defleur, Dennis, Houghton Muffin, N.Y,
1998.
4. Media Impact, Shirley Biagi, Wadsworth, 1999.
5. Media of Mass Communication, John Vivian, 1999.
6. Dynamics of Mass Communication, Dominic 6th ed.
Center for Undergraduate Studies, University of the Punjab 11 BS (4 Years) for Affiliated Colleges Code BSCS‐304 Year 3 Subject Title Media Seminar Discipline Mass Communication Cr. Hrs 3 Semester V The purpose of this seminar course is to provide students with opportunity to interact with the
experts regarding different communication issues. In the seminar, students will present their
papers prepared in consultation with their teachers. Presentation of paper is mandatory. The
papers will be followed by the discussions. Seminars will be presided by an expert of the area or
the teacher concerned. Teacher can also suggest source material to the students and they can also
present a summary/abstract or critique on the book/article in the seminar. Nevertheless, focus will
be on important communication issues. Each student will give at least two presentations in the
seminars on two different issues.
Center for Undergraduate Studies, University of the Punjab 12 BS (4 Years) for Affiliated Colleges ƒ
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Code Subject Title Cr. Hrs BSCS‐305 Theories of Communication‐I 3 Year Discipline 3 Mass Communication Mass communication theory – Evolution and Development
Normative theories
Gate-keeping
Two-step flow of communication
Selective exposure, perception and retention
Cognitive Dissonance theory
Social Learning theory
Semester V Recommended Readings:
1. Chaffee, Steven H. 2000. Mass Communication Uses and Effects, 3rd ed. MacGraw
Hill, New York.
2. Joseph R. Mominick. 2004. The Dynamics of Mass Communication, 5th Ed. Mac Graw
Hill, New York.
3. Werner J. Severin & James W. Tankard, Jr. 2003. Communication Theories:
Origins, and Uses in the Mass Media, 3rd . ed. Longman Group Ltd. London.
4. James Curran, Michael Gurevitch. 2000. Mass Media and Society, 3rd ed. St. Martin
Press. New York.
5. Mac Quill. 2003. Theories of Communication, 2nd ed. Longman Group Ltd. London.
6. Philip Rayner. 2003. Mass Media Studies: An Essential Introduction Rutledge, New York.
7. Defleur Melvin L. 1999. Theories of Mass Communication, 3rd ed. David
McKay Co. NewYork.
8. Joseph, Dominic. 2004. Mass Media Research 4th ed. Wadswort Publishing Company,
Belmont, California.
9. Dennis Everett, Marshall John. 2003. Media Debates. 2nd ed. Longman Publisher, New
York.
Center for Undergraduate Studies, University of the Punjab 13 BS (4 Years) for Affiliated Colleges Code BSCS‐306 Year 3 Subject Title Sub Editing & Page Designing (Theory & Practice) Discipline Mass Communication Cr. Hrs Semester 3 VI Introduction
ƒ Nature and scope of Sub-Editing
Sub Editor
ƒ Qualities of a Sub-Editor
ƒ Responsibilities/Duties of a Sub-Editor
Mechanics of News Editing
ƒ Reading creed material
ƒ Symbols and their uses
ƒ Translation
ƒ Structuring and re-writing of news story
Make Up
ƒ Make up techniques
ƒ Basic principles of page make up
ƒ Different kinds of make up
Headlines
ƒ Definition
ƒ Purpose of Headlines
ƒ Qualities of Headlines
ƒ Kinds of Headlines
ƒ Principles of Headlines making.
Use of Computer
ƒ Use of computers in the newspapers
ƒ Composing
ƒ Computerized Page making techniques
Recommended Readings:
1. The Art of Editing by BrooksEtal
2. News Editing by Matzler Ken, Englewood, Cliffs, Prentice Hall 1979
3. The Art of Editing News, Mc Giffert Renert
4. Design and Make of Newspaper, Sultan A.A
5. Journalism, Trowin Ion’s, London,: David and Cherl, 1975
6. Editing in the Electronic Era, Gibson M. L. published by Gowa State University Press
1979
7. Fun-e-Khabar Naveesi by A. R. Khalid
8. Fun-e-Idarat by Hijazi, Miskeen Ali
9. Sahafat by Hassan Mehdi
Center for Undergraduate Studies, University of the Punjab 14 BS (4 Years) for Affiliated Colleges Code BSCS‐307 Subject Title Feature, Column & Editorial Writing (Theory & Practice) Discipline Mass Communication Cr. Hrs Semester 3 VI Year 3 The Editorial
ƒ Definition of Editorial
ƒ Its purpose, importance and forms
ƒ Functions of Editorial
ƒ The Techniques of Editorial writing
ƒ The contents of editorial page
ƒ The editorial page in Pakistan and its standard.
Feature Writing
ƒ Definition, Concept and Scope of Feature
ƒ Types of Feature
ƒ Sources for the material
ƒ Feature Writing Technique
ƒ The importance of Pictorial Display in features.
Column Writing
ƒ Definition and Concept
ƒ Functions of a Column
ƒ Types of Column
ƒ Role of Columnist in society.
ƒ Practical Column Writing
Reviews
ƒ What is review
ƒ Difference between review and criticism.
ƒ The purpose of Review writing
ƒ The techniques of review writing
ƒ Practice of reviewing books, Film, Drama, Theatre, Radio and Television Programs etc.
Recommended Readings:
1. Brenneck Clark. Magazine Article Writing New York.
2. Drewry J. E. 1951. Book Reviewing. Bostan Macmillin Co.
3. Hohenberg. J. The Professional Journalist.
4. Reddick. D.C. 1949. Modern Feature Writing. New York.
5. Waldrap. 1955. Editor and Editorial Writing. A.G. Rinhart and Co.
6. Shafiq Jalandari. Feature Nigari.
7. Shafiq Jalandari. Kalam Naweesi
8. Miskeen Ali Hijazi. Idaria Naweesi.
9. Harry W. Stonecipher. 1979. Editorial & Persuasive Writing: Opinion Functions of the
News Media: Humanistic Studies in the Communication Arts. Hastings House Publishing.
10. William L. Rivers. 1988. Writing Opinion. Reviews. Iowa State Pr; 1st ed.
11. Bruce Garrison. 2004. Professional Feature Writing: Lea’ Communication series. Lawrence
Erlbaum Associates; 4th ed.
12. Campbell, B. Titchener. 1988. Reviewing the Arts: Communication Textbook Series.
Center for Undergraduate Studies, University of the Punjab 15 BS (4 Years) for Affiliated Colleges Lawrence Erlbaum Assoc. Inc.
13. Charlotte Digregorio. 1993. You can be a columnist: Writing and Selling your way to
prestige. Civetta Press.
Center for Undergraduate Studies, University of the Punjab 16 BS (4 Years) for Affiliated Colleges ƒ
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Code Subject Title BSCS‐308 Research Methods‐I Year Discipline 3 Mass Communication Defining Research
Concepts of Research in Mass Communication
Steps in Research
Elements of Research
o Concepts
o Constructs
o Variables
o Research question
o Hypothesis
Measurement Levels and scale
Kinds of scientific research
o Qualitative and Quantitative
o Basic and Applied
o Historical Research
o Observational
o Descriptive Research
o Correlation Research
o Experimental Research
Sampling and its Techniques
Literature Review and its Techniques
Ethics in Research
Cr. Hrs 3 Semester VI Recommended Readings:
1. Rabin Kemchand, “Journalism and Human Development”, first Edition 2000, A. S. Saini
for Dominant Publisher and Distinctions, Orient Offset Dehli, 110053.
2. N. C. Pant, “Modern Journalism – Principles and Practices”, first Edition 2002, Kanishka
Publisher, 4697/5-21A, Ansari Road, Darya Ganj, New Dehli-110002.
3. Shearon A. Lowery, Melvinl. De Fleur, “Milestones in Mass Communication Research”,
Second Edition 1988, Longman Inc 95, Chrch Street, White Plains, NY 10601.
4. Joseph, Dominic. 2004. Mass Media Research 4th ed. Wadsworth Publishing Company,
Belmont, California.
5. Dennis Everett, Marshall John. 2003. Media Debates. 2nd ed. Longman Publisher, New
York.
Center for Undergraduate Studies, University of the Punjab 17 BS (4 Years) for Affiliated Colleges Code Subject Title BSCS‐309 Theories of Communication‐II Year Discipline 3 Mass Communication Media Effects Theories
ƒ Levels and kinds of effects
ƒ Diffusion of innovations model.
ƒ Knowledge gap hypothesis
ƒ Social realities versus mediated realities
ƒ Attitude and persuasion
ƒ Opinion formation, spiral of silence
ƒ Cultivation effects hypothesis
ƒ Agenda setting, framing, priming
Cr. Hrs 3 Semester VI Recommended Readings:
1. Chaffee, Steven H. 2000. Mass Communication Uses and Effects, 3ud ed. MacGrow Hill,
New York.
2. Joseph R. Mominick. 2004. The Dynamics of Mass Communication, 5th Ed. Mac Graw
Hill, Inc. New York.
3. Werner J. Severin & James W. Tankard, Jr. 2003. Communication Theories: Origins, and
Uses in the Mass Media, 3rd ed. Longman Group Ltd. London.
4. James Curran, Michael Gurevitch. 2000. Mass Media and Society, 3rd . ed. St. Martin
Press Inc. New York.
5. Mac Quill. 2003. Theories of Communication, 2nd ed. Longman Group Ltd. London.
6. Philip Rayner. 2003. Mass Media Studies: An Essential Introduction Rutledge, New York.
7. Defleur Melvin L. 1999. Theories of Mass Communication, 3rd ed. David McKay Co.
New York.
8. Joseph, Dominic. 2004. Mass Media Research 4th ed. Wadsworth Publishing Company,
Belmont, California.
9. Dennis Everett, Marshall John. 2003. Media Debates. 2nd ed. Longman Publisher, New
York.
Center for Undergraduate Studies, University of the Punjab 18 BS (4 Years) for Affiliated Colleges Code BSCS‐310 Subject Title Introduction to Advertising & Public Relations Discipline Mass Communication Cr. Hrs Semester 3 VI Year 3 Advertising
ƒ Definition, Purpose and scope
ƒ Evolution and Development
ƒ Socio – economic role of Advertising
ƒ Types of Advertising (Advertising for Electronic and Print Media, Online Advertising)
ƒ Advertising Agency; its organizational structure with special reference to Pakistan
ƒ Media of advertising – Techniques and Tactics g. Copy writing and message construction
PUBLIC RELATIONS
ƒ Definition, Purpose and Scope
ƒ Process of Public Relations
ƒ Duties of Public Relations Officer
ƒ Tools of Public Relations
ƒ Comparative Study of Advertising, Propaganda and Publicity
ƒ Public Opinion Formation
ƒ PR Organizations: Business, Trade & Finance, International and
Diplomatic Public Relations
Practical
ƒ Preparation of backgrounders
ƒ Curtain Raisers
ƒ Writing of Press Notes, Handouts and Press releases.
Recommended Readings:
1. “Effective Public Relations” by Centre, H. Allen, Cutlip. M. Scott, New Jersey” Prentice
Hall Inc. 1978
2. “Essentials of Advertising”, by Chandan, S. J. et al. New Delhi, Bombay, Oxford & IBH
Publishing Co. Pvt. Ltd. 1990
3. “Public Relations for Marketing Management”, by Jefkins, Frank. Long Acre, London:
Pitman Publishing 1991.
4. “Advertising: Made Simple”, by Jefkins, Frank, Calcutta; Rupa Co. 1982
5. “Advertising” by Mandell, Maurice I., Englewood Cliffs, N. J: Prentice- Hall, Inc. USA
1974
6. “The Design of Advertising”, by Nelson, Paul Roy, low: WCB, Wm.C, Brown
Publishers Dubugue, USA, 1985
7. “Taloqaat-e-Aama”, by S. A. Siraj, Allama Iqbal Open University, 1990
8. “Public Relations: Strategies and Tactics”, by Wilcox, Dennis L., Ault, Phillip H. and
Agee, Warren K., New York, Harper Collins Publishers, 1989
9.
“Advertising”, by Wright S., John et al., USA, MC-Graw-Hill Series in
Marketing, 1982
Center for Undergraduate Studies, University of the Punjab 19 BS (4 Ye
ears) for A
Affiliated Co
olleges
Code
Subjeect Title
Cr. Hrs
Sem
mester
BSCS - 401
4
Year
4
Research Methods-II
3
V
VII
Disciplline
Comm
munication Studies
Course Contents
C
ƒ
Reseaarch Method
ds
o Survey Metho
od
C
Anallysis Methodd
o Content
o Case
C
Studyin
ng Method
o Experimental
E
l Method
o Observationa
O
al Method
o Participant Observation Method
M
o Focus Group
o Inn-depth Interrviews
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Data Analysis an
nd Applicatioon Statistics
T
of
o Data Analyysis
o Techniques
o Descriptive
D
Statistics
S
o Non-Paramet
N
tric Tests
o Parametric Teests
Propoosal and Rep
port Writing
Referrencing
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Recomm
mended Book
ks
BS (4 Years) forr Affiliated Colleges
Code
BSCS - 402
Yeaar
4
Subbject Title
Develop
pmental Com
mmunication / Journalism
m
Disccipline
Com
mmunication
n Studies
Cr. Hrs
3
Course Contents
C
The needd for develo
opment com
mmunication; Basic Conncept: Promootion of devvelopment:
developm
ment, as proccess & Goal. Sociology of
o developmeent,
ƒ Extennsion Comm
munication annd Developm
ment Commuunication
ƒ Deveelopment Jou
urnalism andd Developmeent Communnication
ƒ Deveelopment Com
mmunicationn and Develoopment Suppport Commuunication
ment Comm
munication and
a Social Change
C
Developm
ƒ The concept
c
of ch
hange
ƒ Levell of change
ƒ Sourcces of change
ƒ The role
r of opinio
on leader
ƒ The Communicat
C
tion channelss
ƒ Factoors influencin
ng change
ƒ Obstaacles to chan
nge
ƒ Reduucing resistan
nce to changge
ƒ Diffuusion of inno
ovations
Planningg Development Commu
unication caampaign
ƒ Conccept of campaaign i.e. Heaalth, Literacyy, Sanitation etc.
ƒ Advaantages of caampaign
ƒ Creatting the plan
n
ƒ Stagees
ƒ Technniques of cam
mpaign
ƒ Usingg Slogans
ƒ Seleccting media and
a method
kistan
Prospectts and Challlenges of Deevelopment Communicaation in Pak
ƒ Finanncial problem
ms
ƒ Lack of education
n and traininng
ƒ Contrrol over med
dia
ƒ Politiical problems
ƒ Economic Problems
ƒ Admiinistrative prroblems
ƒ Mediia Sociology
ƒ Case Studies: wo
ork on develooping a com
mmunication strategy.
Semester
VII
Recommended Books
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•
•
•
•
•
•
•
•
•
•
AIOU. 2002. Reader on Development Support Communication, Department of Mass
Communication. AIOU, Islamabad.
Anjaneyulu, Shri K.et.al.1999. Local Radio. making an impact. Agricultural Information
Development Bulletin.
Ascroft ,Joseph.1991. The Profess of Development Support Communication. A.Symposium
paper, Ohio. The Ohio State University
Chen, Peter. 2002 .Visual Communication Materials for Rural Audiences. Re-orienting
artists and copywriters. Development Communication Report.
Hedebro, Goran. 1999.New perspectives on Development: how Communication contribute.
Communication and Social Change in Developing Nations: a critical view, Iowa: The Iowa
State University Press.
Jan Servaes, Jacobson, White. 2000. Participatory Communication for Social change, Sage
Publication, New Delhi.
Diffusion of Innovation, E.M. Rogers, Free Press, New York 3rd Ed.1983.
Perspectives an Development Communication, K. Saudanaudan Nair, Sage Publication,
London, 1993
Communication and the Third World, Geoffrey Reeves, Routledge, London, 1993
Global Communication in Transition, Hamid Mowlana, Sage publication, London, 1996
Social Change, Michael Kunczick FES Germany.
BS (4 Ye
ears) for A
Affiliated Co
olleges
Code
BSCS-4003
Year
4
Subjectt Title
Media Ethiccs & Laws
Cr. Hrs
3
Disciplline
Comm
munication Studies
Course Contents
C
Ethics
ƒ
Inntroduction, need and naature
ƒ
Sources of eth
hics in Pakisstan society.
Media etthics
ƒ
N
Need
and sco
ope
ƒ
E
Ethics
and meedia professiion
o Social respon
nsibility theoory
o Isslamic code of ethics
Ethical problems
p
ƒ
E
External
and internal presssures on meedia
ƒ
T violation
The
ns of ethics inn Pakistan (ddeadline andd ethics)
ƒ
Privacy, corru
uption, persoonal interests, etc.)
Codes off Ethics and
d Applicatioon
ƒ
Innternational codes of ethhics (Print, ellectronic andd web mediaa)
ƒ
Pakistani cod
des of ethicss (ethical coode of practtice – 17 pooints in presss council
orrdinance, 20
002)
ƒ
O
Other
codes of
o ethics andd applicationn
Media laaws
ƒ
Inntroduction, need and naature
ƒ
E
Evolution
of press
p
laws inn sub-continnent and Pakistan.
Seemester
VII
ƒ
Salient features of the current press ordinances:o PEMRA ordinance.
o Press Council Ordinance
o Press Laws: An overview
o Defamation Ordinance
o Copy Right Act
Recommended Books
•
•
•
•
Dr. Ahsan Akhtar Naz, Sahafti Zimadariyan, Muqatdra Qaumi Zaban, (National Language
1998, Islamabad.
Javed Jabbar Qazi Faiz Isa, Mass Media Laws and Regulation in Pakistan
Dr. Ahsan Akhtar Nar, Sohafti Qawaneen. A.H. Publishers, Urdu Bazar, Lahore
Dr. Naz, Sahafti Ikhlaqiat, Azeem Academi Urdu Bazar, Lahore.
BS (4 Ye
ears) for A
Affiliated Co
olleges
Code
BSCS-4004
Year
4
Subjectt Title
Advanced Reporting
R
Cr. Hrs
3
Sem
mester
V
VII
Disciplline
Comm
munication Studies
Course Contents
C
Interpretaative report; concept, gaathering infoormation, speecial sourcees of inform
mation, what is an
investigaative story. Need
N
of inveestigation, fooreign & dipplomatic repoorting. Quesstions of ethiics &
laws. Struucture of in
nterpretative,, investigativve, foreign news
n
stories.
Practical:
10 interppretative sto
ories. Scrappbook with clipping of
o foreign & diplomattic stories & their
evaluatioon.
mended Books
Recomm
•
•
•
•
•
•
•
•
•
Newss Writing & Reporting for
f today meedia, Bruce D.
D Itle & Doouglas A. Annderson, McG
Graw
Hill m,
m New York
k , 3rd, Ed. 1994
Newss Reporters & News Souurces, Herbert Strenzt, Prrentice Hall,, New Delhi, 2nd Ed 19992
Newss Reporting & Writing, Brain
B
S. Broook, George Kennedy, Daryl
D
R. Moeen, Don Rauly, St
Martiin’s Press, New
N York 4thh Ed 1992
Repoorting for the Print Media, Fred
F
Fedler, Harcourrt Brad ollege Publisshers,
Forthhworth , 5th Ed 1993
Interppretative Rep
porting, Currtis D. MacD
Dougal, Macm
millan, New
w York 8th Ed.
E 1982
The Computerize
C
ed Newspapeer, Paul Willlaims, Heineemann, Londdon, 1990
Invesstigative Rep
porting, Claark R. Molllenhoff, Maacmillan, Neew York. 19981.
Mediia Credibility
y, S.K. Aggaarwal, Mittall Publicationns, New Delhhi, 1989.
Publiic Affairs Reporting:
R
Investigatioon, Interprettation nad research, George
G
S. Hage,
H
Evereett E. Denn
nis, Arnold H. Ismach, Stephen Haartgen, Prenttice Hall, Neew Jersy, 1976
BS (4 Ye
ears) for A
Affiliated Co
olleges Code
BSCS- 4005
Year
4
Subjecct Title
Newspaper Production
Cr. Hrs
3
Sem
mester
V
VII
Discip
pline
Comm
munication Studies
S
Course Contents
C
Methods of composin
ng and prinnting, historiccal developm
ment from Hand
H
Composiing to com
mputer.
Composinng, Historical Development of Photo
P
Printinng – from w
wood Carving to Scanner, Film
Making, Photo editing
g. History of page Makking, Layout & make-upp book editinng & Produuction.
o Newspaperr, New Techniiques of Printting.
Comparattive Features of
Recomm
mended Book
ks
•
•
•
•
•
•
Markketing in Pub
blishing, Patrrick Forsythh, Routledge,, London, 19997
Modeern Newspap
per Practice,, F.W. Hodggson, Focal Press,
P
Oxfordd, 4th Editioon, 1996
Pictuure Editing: an
a introductiion, Tom Anng, Focal Preess. Oxford, 1996
The Computerize
C
ed Newspapeer, Paul Willliams, Oxforrd, London, 1990
Newsspaper Desig
gn for the Tiimes, Lois Silvestein, Vaan Nostrand,, New York,, 1990
Modeern Newspap
per Editing & Productionn, F.W. Hoddgson, Heinnneman, Londdon. 1987.
PRA
ACTICAL:
•
The students
s
willl be requiredd to produce news paperss during the semester.
BS (4 Ye
ears) for A
Affiliated Co
olleges Code
BSCS-4006
Year
4
Subjecct Title
Radio News
N
Reporting and Prod
duction
Cr. Hrs
3
Sem
mester
V
VII
Discip
pline
Comm
munication Studies
S
Course Contents
C
Distinctivve features of radio news.
n
Basic requiremennts. News sources, selection of new
ws for
radio. Raadio news writing;
w
stylee, drafting chhoice of woords; compilation of raddio news bullletin.
Presentattion. Interviiewing for radio. News commentaaries & anaalysis. Talkss & discusssions.
Characteeristics of rad
dio news reaader.
PRACTIICAL:
20 new stories, 5 inteerviews of 10 minutes eaach, submisssion of an auudio cassette.
Recomm
mended Book
ks
•
•
•
•
•
•
•
•
Internnational Rad
dio Journalissm, Tim Croook, Routleddge, London,, 1988
Broaddcast Journaalism, Andreew Boyd, Focal Press, Oxford, 1997
Local Radio Jou
urnalism, Paaul Chantlerr, Sam Harrris, Focal Press,
P
Oxfordd, 1997
The Radio
R
Handb
book, Pete Wilby,
W
Routledge, Londoon, 1996
Craftting the New
ws for Electronic Mediaa, Carl Hausm
man, Woodssworth publiishing Califoornia,
1995
Broaddcast Writin
ng, Roger L Waltern,
W
MccGraw Hill, New
N York, 1994
1
Radioo Journalism
m in Pakistaan, Idrees Siddique,
S
Feerozson, Laahore, 1990
Radyyai Sahafat, Sajjad
S
Haideer, Muqtadiraa quomi Zabban, Islamabbad, 1989
BS (4 Ye
ears) for A
Affiliated Co
olleges Code
BSCS-407
Year
4
Subject Title
T
TV Newss Reporting and
a Productiion
Cr. Hrs
H
3
Sem
mester
V
VII
Disciplin
ne
Commun
nication Stud
dies
Course Contents
C
Set up & working of
o news. Duuties of new
ws producer. Sources off TV news, spoken worrds &
visuals. Use
U of visu
uals. TV new
ws film. Baasics of new
ws film shoooting & ediiting. Draftinng of
TV newss. Compilatio
on of bulletiin. Preparation of networrk bulletin. Preparation
P
o special repport.
of
Practicaal:
20 news stories and
d film comm
mentaries, 5 interviews of 10 minuutes each, suubmission off a
video casssette
Recommeended Bookss
•
•
•
•
•
•
•
The television
t
haandbook, Pattricia Hollannd, Routledge, London, 1997
1
Pre – Production
n Planning off Video Film
m and Multim
media, Stevee R. Cartwriight, Focal Press,
P
Oxford, 1996
Trainning With Video, Steve R. Caartwright, Knowledge
K
Industry Publications,
P
New
Yorkk, 1996
Basicc Television Reporting, Ivor
I
York, Focal
F
Press, London,
L
19990
Visuaal Editing, Howard
H
I. Finnberg and Bruce D. LItaale, Wadswoorth, Belmonnt, 1990
ENG
G Television News,
N
Charlles F.Cremer, 3rd Ed. McGraw
M
Hil, New ork, 19996
Televvision Journaalism, Shahiida Kazi, Trranslated byy Aju-e-Kam
mal, Dynya-e-Adab, Karrachi,
1993
BS (4 Y
Years) for A
Affiliated C
Colleges
Code
BSCS-4088
Year
4
Subjecct Title
Adverrtising-I
Cr. Hrs
3
Semester
S
VII
Disciplin
ne
Commun
nication Stud
dies
C
Course Contents
Indepth study of vaarious Functtions of Addvertising. Micro
M
and Macro
M
Econnomic Impaact of
Advertisiing. Successsful Advertising. Guidelines for wrriting potentt copy alonggwith techniiques.
Evaluatioon of work. Presentation
P
n of a campaiign to the cliient.
Practicaals
Writing at least 20 copies for Press Ads. Posters, sttickers and P.O.S. mateerial.
Recomm
mended Book
ks
•
•
•
•
•
•
•
Adveertising Exceellence, Courrtland L. Boovee, McGraaw- Hill, Incc. New Yorkk, 1995
Conteemporary Advertising,
A
Bovee / Wiilliam F. Arrens, Arwin Homwood, Boston, 4thh Ed.
1992
Publiic Relations Cases, Jerryy A. Hendrixx, Wadsworthh, Belmont, 1992
Adveertising Man
nagement. Daavid A. Aakeer, Prentice Hall, 4th Edd. India, 19966
Comm
modity Adveertising, Olaan D. Forkerr, New York,, 1993
The Practice
P
of Advertising,
A
Norman Harrt, 4th Ed. London.
L
19955
Do Itt Yourself Advertising, Fred
F
E. Hahnn, John Wrilley & Sons, New
N York, 1993
1
BS (4 Ye
ears) for A
Affiliated Co
olleges Code
BSCS--409
Yeaar
4
Subject Title
Public Relations-I
R
Cr. Hrs
C
3
Semester
VII
Disccipline
Com
mmunication
n Studies
C
Course Contents
W of Liffe. The corrporate Perssonality of an
a Organizaation.
Public reelations. A Business Way
Objectivees, audiences, some communication guidelines; buddget allocation; the Proggram,
employeees, opinion Leaders.
L
PR in Sales suppport; markeeting, advertiising and pubblic relations.
Practicaal:
Writing at
a least 20 prress release s and handouuts.
mended Book
ks
Recomm
•
•
•
•
•
•
•
•
“Effeective Publicc Relations”” by Centre,, H. Allen, Cutlip. M. Scott, New Jersey” Preentice
Hall Inc.
I 1978
“Public Relation
ns for Markketing Manaagement”, byy Jefkins, Frank.
F
Longg Acre, Lonndon:
ng 1991.
Pitmaan Publishin
“Public Relation
ns”, by Jefkkins, Frank, Long Acree, London: Pitman
P
Publlishing, 19911
“Talooqaat-e-Aam
ma”, by S. A.. Siraj, Allam
ma Iqbal Opeen Universitty, 1990
“Public Relationss: Strategiess and Tacticss”, by Wilcoox, Dennis L.,
L Ault, Philllip H. and Agee,
A
Warrren K., New York, Harpeer Collins Puublishers, 19989
The Practice
P
of Public
P
Relattions, Fraserr P. Steitel, Merrill Publishing Com
mpany, Singaapore
1992
The Practice
P
of Public
P
Relations, Sam Bllack, butter worth
w
Heinemann, Londdon, 1995
Publiic Relations; Principles, Cases andd Problems. H. Frazrieer Moore, Frank
F
B. Kaalupa,
Sujrjeeet Publicatiions, New Delhi,
D
1998.
BS (4 Ye
ears) for A
Affiliated Co
olleges Code
BSCS--410
Yeaar
4
Subject Title
Organizzations and Organization
O
al Behavior
Disccipline
Com
mmunication
n Studies
Cr. Hrs
C
3
Semester
VII
C
Course Contents
Concept,, types, structure and charaacteristics of managgement annd organizattions.
Functionns of manageers, functions of organizzations. Grouup and interggroup comm
munication. Inter
and
inntra organizzation comm
munication. Barriers.
B
Im
mproving orgganizational communicaation.
Private ownership
p vs. Public ownershhip. Personnnel manageement. Execcutive, edittorial,
productioon, circulatio
on and adverrtising persoonnel, financcial administrration of thee media.
Practicaal:
Each stuudent will be
b required to identify & make a detailed stuudy of Com
mmunication
process in an organizzation.
Recommeended Bookss
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Comm
municating at
a Work, Roonald B. Adleer, McGraw Hill, New York
Y
5th ed. 1996.
Smalll Group Communicaation Theorry and Prractice, Roobert S. Caatchcart, Larrry A.
Samoovar and Lin
nda Hieznam
man, Brown Benchmark
B
P
Publishers,
M
Madison,
1996.
Organnizational Behaviour,
B
R
Robert
P. Vecchio.
V
The Dryden Press,
P
Fortwaarth, 3rd. 1995.
Organnizational Communicati
C
ion, Peter K.. Manning, Aldine
A
De Gruyter,
G
New
w York. 19922.
Organnizational Architecture,
A
, David A. Nadler,
N
Marrc S. Gersteein, Robert B. Shaw, Joossey
Bass Publishers, San Franciscco. 1992.
Comm
munication, A. Managerial Perspeective Jane Whitney Gibson,
G
Richhard M. Hodgetts,
harpeer Collins Pu
ublishers. 19991.
Inside Organizattional Com
mmunication,, Carul Rensss and Donnn Silvis (eds)) Longman, New
Yorkk. 1985.
Organnizational Communicat
C
tion, Howardd H. Green Baun (all volumes), Sage
S
Publicaation,
Londdon. 1983.
Manggement –A Global Preespective, 10th ed. Weeihrich and Koontz, MccGraw Hill, New
Yorkk, 1994.
Teleccommunicatiion Manageement, Barryy L. Sherm
man, McGraw
w Hill, New
w York. 19955.
Strateegic Newsp
paper Management, Conrad
C
C. Fink,
F
Southeern Illinois University
U
P
Press,
Carboondale, 1988
8.
Electtronic Mediaa Mangemennt, 2nd ed. Peeter K. Pringgle, Focal Prress, Londonn. 1991.
Manaaging Mediaa Organizatioon, John M. Lavine, Lonngman, New York.1988.
Perossnnel – The Managemen
M
nt of People At
A Work, Dale
D S. Beachh, MacMillaan Publishingg Co.
BS (4 Ye
ears) for A
Affiliated Co
olleges Code
BSCS-411
Year
4
Subject Title
Busineess & Marketting Communication
Cr. Hrs
C
3
Semester
VII
Discip
pline
Comm
munication Studies
S
Course Contents
C
Formal & Informal Organizatiional Comm
munication. Work Grouup Behaviorr. Horizontaal and
Diagonall Communiccation. Dysfu
functional Coontrols. Mottivation withhin Organizzation. Chaanges
& Grow
wth.
Comm
munication Technologyy. Eliminatinng Physical Distance. Communiccation
Challengges. Organizzational Conflict Manageement. Ethiccal questionss.
Practicaal
Assignm
ments.
Recommeended Bookss
•
•
•
•
•
•
•
•
Comm
municating at
a Work, Roonald B. Adleer, McGraw Hill, New York,
Y
5th ed. 1996.
Smalll Group Com
mmunicationn Theory & Practice, Roobert S. Cattchcart, Larryy A. Sam
movar
and Linda Hienm
man, Brow
wn & Bencchmark Publlishers, Madiison, 1996.
Organnizational Behaviour,
B
R
Robert
P. Vecchio.
V
The Dryden Press,
P
Fortwaarth, 3rd, 1995.
Organnizational Communicati
C
ion, Peter K.. Minning, Aldine
A
De Grruyter, New York, 1992..
Organnizational Architecture,
A
David A. Nadler,
N
Marrc S. Gersteein, Robert B.
B Shaw, Toossey
Bass (Publishers)), San Franciisco, 1992.
Comm
munication, A Manageerial Perspeective Jane Whitney Gibson,
G
Richhard M. Hodgetts,
Harper Collins Pu
ublishers, 19991.
Inside Organizattional Comm
munication, Corol Rensss and Donn Silvis (eds) Longmann, New
Yorkk, 1985.
Organnizational Communicati
C
ion , Howarrd H. Greenn Baun (all volumes), Sage
S
Publicaation,
Londdon. 1983.
BS (4 Yeaars) for Afffiliated Collleges Codee
BSCS-4400
Year
4
Subjeect Title
Internship
Cr. Hrs
C
6
Semester
V
VIII
Disciipline
Com
mmunication Studies
S
C
Course Contents
The studeents are requirred to compleete two monthh internship inn the media orrganization. The
T student will
w be
evaluated on the basis of internship performance and report thhat will be subbmitted at thee end of the
internshipp program.
BS (4 Ye
ears) for A
Affiliated Co
olleges Code
BSCS--412
Yeaar
4
Subject Title
Reseearch Reporrt
Disccipline
Com
mmunication
n Studies
Cr. Hrs
C
6
Semester
V
VIII
C
Course Contents
The studeents will be reequired to connduct researchh on selected topic under thhe guidance of
o their teacheer and
submit a research
r
reporrt at the end of
o the semesteer.
Recomm
mended Book
ks
BS (4 Ye
ears) for A
Affiliated Co
olleges Code
BSCS-413
Year
4
Subjectt Title
Media Managemen
nt and Mark
keting
Cr. Hrs
C
3
Semester
V
VIII
Disciplin
ne
Commun
nication Stud
dies
C
Course Contents
ƒ
ƒ
ƒ
ƒ
ƒ
ƒ
ƒ
Organization of Mass Media
O
M
in Pakkistan (Presss, Radio & TV)
Private Vs. Pu
ublic ownersship
Personnel ad
dministrationn: Types of
o media personnel:
p
e
executive,
prroduction
C
Circulation,
Advertising
A
a Financiaal administraation of the media
and
m
C
Comparison
of
o media witth other sociial institutionns and with each
e
other
M
Media
conglo
omerates
M
Marketing
off media produucts
editorial and
mended Book
ks
Recomm
•
•
•
•
•
•
•
Manaagement a Global
G
Persspective, Weeilrich and Koontz, 9thh ed. McGraaw Hill, 19994.
Manaaging Mediaa Organizatioons, John Laavaine, Longgman, 1994.
Mediia Managem
ment , Ardythh B. Sohn, Lawrance
L
Erllebaum, Lonndon,1999.
Strateegic Newspaper Mannagement, Conrad C.
C Fink, SIUP,
S
Carbonndale, 1999..
Ruckker and Willliams News paper organnization andd Managemeent-Iowa staate college Press.
P
Iowa 1958.
Newsspaper Organ
nization andd Management, Hervert L.
L William, 1994.
Ruckker Frank Neews Papers Circulation.
C
I
Iowa
state coollege press Iowa.
BS (4 Ye
ears) for A
Affiliated Co
olleges C
Code
BSC
CS-414
Y
Year
4
Suubject Title
Specialiized Journallism
Cr. Hrs
C
3
Semester
V
VIII
Discipline
Communiccation Studies
C
Course Contents
Specializzed Journa
alism – Heaalth, Educattion, Econom
mics, Envirronment, Women
W
& Media,
M
Labour, Regional
R
Media,
M
Mediaa in SAARC
C Countries, Sports, Rurral Journalissm etc. (O
Out of
these subbjects, one caan be opted)).
The subjeects will be offered baseed on the avaailability of the
t teacher and
a the studeent’s strengthh.
Recommeended Bookss
BS (4 Ye
ears) for A
Affiliated Co
olleges Codee
BSCS-4415
Yearr
4
Subjeect Title
Advanced Sub-Editingg
Cr. Hrs
C
3
Semester
V
VIII
Disciipline
Com
mmunication Studies
S
C
Course Contents
Drafting news item
ms form handouts
h
and press releases,
r
trranslation, heeadlining, Use
U of
g. Page makiing, Photo Editing,
E
computerr, in subbing
Practicaal:
Manual and
a computeerized subbinng exercises and assignm
ments
mended Book
ks
Recomm
•
•
•
•
•
•
•
•
•
The Art
A of Editin
ng by BrookssEtal
Newss Editing by Matzler Kenn, Englewoood, Cliffs, Prrentice Hall 1979
The Art
A of Editin
ng News, Mcc Giffert Rennert
Desiggn and Makee of Newspaaper, Sultan A.A
A
Journnalism, Trow
win Ion’s, Loondon,: Daviid and Cherll, 1975
Editinng in the Eleectronic Era,, Gibson M. L. publishedd by Gowa State
S
Univerrsity Press 19979
Fun-ee-Khabar Naaveesi by A. R. Khalid
Fun-ee-Idarat by Hijazi,
H
Miskeeen Ali
Sahaffat by Hassaan Mehdi
BS (4 Ye
ears) for A
Affiliated Co
olleges Code
BSCS--416
Yeaar
4
Subject Title
M
Magazine
and Book Produ
uction
Cr. Hrs
C
3
Semester
V
VIII
Disccipline
Com
mmunication
n Studies
Course Contents
C
ƒ
ƒ
ƒ
ƒ
ƒ
ƒ
ƒ
ƒ
ƒ
ƒ
ƒ
ƒ
Qualification of a Magaziine Editor
Q
Special & Im
mportant Aspects of Magaazine Journaalism
E
Editorial
Plan
nning and responsibilitiees of Editoriaal Board
C
Collection
off material forr Magazine
C
Criteria
for seelection of material
m
R
Rewriting
& editing mateerial
Proof reading
g
Principles and
d objectives of Make up / Layout / tiitle page
Function and duties of Make
M
up Editoor
L
Layout
techniiques
Pictorial Disp
play
N horizonss of specializzed magazinnes; Businesss, Science annd Sports jouurnalism etcc.
New
Practicaal:
The studeents will be required to produce
p
a geeneral magazzine in groupps during thee semester.
Recommeended Bookss
•
•
•
•
•
•
•
•
“Maggazine Editin
ng and Produuction” by Click,
C
J. W. Russel
R
N.
“Phottojournalism
m: Principles and Practices” by Edom
m, Clifton C..
“Maggazine for Millions:
M
the Story
S
of Speecialized Pubblications” by
b Ford, Jam
mes L.G.
“Maggazine Writeer’s Handboook” by Frankklyu
“Masss Communication – An introductionn (fourth Ediition)” by Joohn R. Bittneer.
“Masss Media-IV”” by Ray Elddon Heibert,, Donald F. Ungurait,
U
Thhomas W. Boohn.
“Fun-e-Sahafat” by Khursheeed Abdul Saalam
“Jaddeed Urdu Saahafat” by Masood
M
Bin Mehmood
M
BS (4 Ye
ears) for A
Affiliated Co
olleges Code
BSCS--417
Yeaar
4
Subject Title
Radio Progrram Producttion
Cr. Hrs
C
3
Semester
V
VIII
Disccipline
Com
mmunication
n Studies
Course Contents
C
ƒ Working
W
of a Radio statioon.
ƒ Set up of stud
dios.
ƒ Kinds
K
of micrrophones.
ƒ Duties
D
of radiio producer, Program plaanning and budgeting.
b
ƒ Production off different tyypes of progrrams: Talks and discusssions, featurees and
documentariees, plays, chiildren’s proggrams, sport,, announcem
ments.
ƒ Commercial
C
productions
p
and public service
s
broaddcasting.
ƒ Outdoor
O
Broaadcasts.
ƒ Trends
T
of FM
M Radio in puublic & privvate sector inn Pakistan.
Practicaal
Productioon of at leastt five docum
mentaries, feaatures or prggorammes off different tyypes.
Recomm
mended Book
ks
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
B O’’Donnel,
Lewis.
(1992).Modeern
Radioo
Producttion.
London: Wadsw
worth
Publiishing.
Boydd, Andrew. (1997).Broaddcast Journallism. Oxfordd Focal Presss.
Channtle, Paul. & Harris, Saam. (1997),, Local Radiio Journalissm. Oxford:F
Focal Press.
Crookk, Tim. (198
88).Internatioonal Radio Journalism.
J
L
London:
Rouutledge.
Hameelosky, Wallter V. (19955).Principless of Media Developmen
D
nt. New Yorrk: k Knowlledge
Indusstry Publishiing.
Hausman, Carl. (1995). Crrafting the News
N
for Electronic
E
M
Media.
Califo
fornia:Wadsw
worth
Publiishing.
Haideer, Sajjad. (1989).Rady
(
yai Sahafat. Islamabad:Muqtadira Quomi
Q
Zabaan.
Jank,, Hakemuldeer. (1998). Radio and T.V. Journalism. New
w Delhi: Arnnolds Publishhers.
Mcleeash, Robert. (1999). Raddio Production 4th ed.Oxxford: Focall Press.
Page,, David and
d Crawley, William. (2001).
(
Sateellites Over South Asiia: Broadcassting,
Cultuure and Pub
blic Interest. Oxford: Oxford
O
Univversity Press.
Qureshi, Haseen
n-uddin. (1990). Khabrrain Sunye. Karachi:W
Wish Publicaations.
Rumssey, Faranciis. & McCoormick, Tim
m. (1996). Sound
S
Recoording .Oxford Focal Preess.
Siddiique, Idress.. (1990). Radio Journaalism in Pakkistan. Lahoore: Ferozsonn.
Srivaastava, H.O. (2000). Broadcast Technnology: A Review.
R
New
w Delhi: Gyaan Books Pvtt. ltd.
Sterliing, Christop
pher H. (19994).Electroniic Media. Neew York: Praaeger.
Wilbyy, Pete. (199
96).The Radio Handbookk. London: Routledge.
R
BS (4 Ye
ears) for A
Affiliated Co
olleges Code
BSCS--418
Yeaar
4
Subject Title
TV Prograam Productioon
Cr. Hrs
C
3
Semester
V
VIII
Disccipline
Com
mmunication
n Studies
Course Contents
C
ƒ
ƒ
ƒ
ƒ
ƒ
ƒ
ƒ
ƒ
Workking of TV station
s
Geneesis of TV prrogram from
m idea to recoording; lightiing, shootingg, editing etcc.
Produuction of diifferent typees of TV programs.
p
taalks, discussions, docum
mentaries, plays,
p
show
ws etc.
Prepaaration of special reportss.
TV producer:
p
quaalifications and
a duties.
Out door
d
Broadcaasting.
Cablee Television
n in Pakistan..
Ethiccal and culturral issues.
Practicaal
Productioon of at lest five documeentaries, feattures or prgoorammes of different
d
typpes.
Recomm
mended Book
ks
•
•
•
•
•
•
•
•
•
•
Anthony, Friedm
mann. (2001). Writing forr Visual Meddia. Boston: Focal Press.
Cartw
wright, Steve R. (19996). Pre-Prooduction Plaanning of Video
V
Film and Multim
media.
Oxford: Focal Press.
Cartw
wright, Stev
ve R. (19996). Traininng with Video.
V
New York: Knoowledge Inddustry
Publiications
Finbeerg, Howard
d I and Itale, Bruce D. (11990). Visuaal Editing. Belmont:
B
Waadsworth Creemer,
Charlles F. (1996)). ENG Teleevision Newss 3rd ed. Neew York: MccGraw Hill.
Hollaand, Patricia. (1997). The Televisionn Handbook. London: Rooutlege.
Kazi,, Shahida. (1993). Teelevision Joournalism. Translated by Auj-e- Kamal. Karrachi:
Dunyya-e-Adab.
Page,, David and Crawley, William. (2001).
(
Sateellites over South Asiia: Broadcassting,
Cultuure and Pub
blic Interest. Oxford: Oxford
O
Univversity Press.
Sincllair, John. (1996). New
w Patterns inn Global Tellevision. Neew York: Oxford
O
Univeersity
Presss
Srivaastava, H.O. (2000). Brooadcast Tecchnology: A Review. New
N
Delhi: Gyan
G
Bookss Pvt.
Ltd.
Thom
mson, Roy. (1994). Mediia Grammar of the Editinng. Oxford: Focal Presss.
BS (4 Ye
ears) for A
Affiliated Co
olleges Codde
BSCS
S-419
Year
4
Subbject Title
Adveertising - II
Cr. Hrs
C
3
Semester
V
VIII
Diiscipline
Co
ommunicatioon Studies
Course Contents
C
Advertisiing as a too
ol of marketting. Adverttising and marketing
m
miix. Consumeer behavior and
market segmentatio
on. Makinng of efffective TV
V commerccials. Various types off TV
commerccials. Publicc service TV
V spots Raddio advertisinng. Producttion of Raadio Spots and
sponsoreed Radio Prrogrames. Advertising
A
reesearch.
Practicaal:
Students will be requ
uired to prodduce advertissements in suupervision of
o the teacherrs.
Recomm
mended Book
ks
•
•
•
•
•
•
•
•
Adveertising & Po
opular Cultuure, Jib Foweels, Sage Lonndon, 1996.
Conteemporary Advertising,
A
Courtland L.
L Bovee annd William F. Arens Irw
win, Homew
wood,
1986.
Consumer Behav
vior, Del. I. Hawkins,
H
Buusiness Publiication Inc. Plang,
P
Taxess, 3rd 1986
“Esseentials of Advertising”
A
”, by Chandan, S. J. et al. New
w Delhi, Boombay, Oxfoord &
IBH Publishing
P
Co.
C Pvt. Ltd.. 1990
“Advvertising: Maade Simple”,, by Jefkins, Frank, Calccutta; Rupa Co. 1982
“Advvertising” by
y Mandell, Maurice
M
I., Ennglewood Cliffs, N. J: Prentice- Hall, Inc. USA 1974
“Thee Design of Advertisingg”, by Nelsoon, Paul Royy, low: WCB
B, Wm.C, Brown
B
Publiishers
Dubuugue, USA, 1985
1
“Advvertising”, by
b Wright S.,, John et al., USA, MC-G
Graw-Hill Series in Marrketing, 19822
BS (4 Ye
ears) for A
Affiliated Co
olleges Codde
BSCS--421
Yeaar
4
Subjject Title
Public Relations
R
– III
Cr. Hrs
C
3
Semester
V
VIII
Disscipline
Communication
n Studies
Course Contents
C
Media reelations. Med
dia conferences. Sponsorrships. Special events. Exhibitions
E
a presentattions.
and
Advertisiing. Audio visual electtronic mediaa. Research. Speaker Panels.
P
Proffessional Groups.
Contingeency Plannin
ng. Measurinng Results.
Practicaal
Besides writing
w
exerccises of presss releases annd handouts, the studentts will be reqquired to plaan PR
strategiess for various organizations. The will
w be requiired to manaage complette events succh as
press connference, sem
minar, worksshop, exhibittion etc.
Recomm
mended Book
ks
•
•
•
•
•
The Practice
P
of Public
P
Relattions, Fraserr P. Steitel, Merrill Publishing Com
mpany, Singaapore
1992
Publiic Relations,, Writing & Media Techhniques, Deennis L. Willcox and Law
wence W. Nolte,
N
Harper & Row, London,
L
1990..
The Practice
P
of Public
P
Relations, Sam Bllack , Buter Worth
W
Heineemann, Londdon, 1995
Publiic Relations. Principles, Cases andd Problems. H. Frazrieer Moore, Frank
F
B. Kaalupa,
Surjeeet Publicatio
ons, New Deelhi, 1998.
Strateegic Comm
munications Managemen
M
nt: Making Pub lic Elaations Workk, Johan Write,
W
Lauraa Mazur, Addision
A
Weesley Publisshers, Univeersity Press Cambridge,
C
1995.
BS (4 Ye
ears) for A
Affiliated Co
olleges Code
BSCS--422
Yeaar
4
Subject Title
Businesss Writings
Cr. Hrs
C
3
Semester
V
VIII
Disccipline
Com
mmunication
n Studies
Course Contents
C
Basic wring
w
in org
ganization: memos, Buusiness lettters, instrucctions, policcies, regulattions,
evaluatioon reports, abstracts
a
& press articles, newslettters, Brochuures etc.
Practicaal:
Each studdent will be required to write at leasst five for each of the aboove and submit the file at
a the
end of seemester for evaluation.
e
Recomm
mended Book
ks
•
•
•
•
•
Effecctive businesss communiccation, Hartaa A. Murphyy, 7th E.d Neew York, 19997.
Businness Commu
unications, David Nickson, Made Simple
S
Boooks, Oxford, 1996.
Excellence in Bu
usiness Comm
munication, John V. Thiill and Cortlland L. Boveee, McGraw
w Hill,
1991.
Businness English
h, Mary Ellenn Guttey, Keent Publishinng, 2nd Ed. 1986.
1
Succeessful Busin
ness Writingg, Marla Trreece, Allynn & Bacionnb Inc. Bostoon, 1980
BS (4 Ye
ears) for A
Affiliated Co
olleges Code
BSCS--423
Yeaar
4
Subject Title
Man
nagerial Com
mmunication
n
Disccipline
Com
mmunication
n Studies
Cr. Hrs
C
3
Semester
V
VIII
Course Contents
C
What iss manageriaal communiication? Chaaracteristics & variouss roles of communicaation,.
Dynamiccs of Lead
dership, Deccision makking. Feedback for evvaluation annd informaation,.
Managem
ment & the in
nternational environmennt. Media rellations.
Practicaal:
Interview
w with the manger
m
of a business
b
orgaanization.
Recomm
mended Book
ks
•
•
•
•
•
•
•
Manaaging Chang
ge, Bemard Bruce,
B
Pitmaan Publishingg, London, 1996.
1
The Skills
S
of Man
nagement, W.
W David Reess, Routledgge, London, 3rd Ed.19911
Manaaging, John R.
R Schermerrhorn JrRm, James G. Huunt and Richhard, N. Osbborn, John.
Trainning in Interrpersonal Skills, Stephen R. Robins, Prenticee Hall, Englewood, 19899.
Effecctive Writing
g for Engineeers, Manggers and Scieentists, J.J. Tichy,
T
John Wiley & Sons,
S
New York, 1988..
Organnizational
m
Perspective,, Jane Whitnney and Richharsd
Communiccation: A managerial
M. Hodgetts,
H
Acaademic Press, New Yorkk, 1986.
Manaaging by Com
mmunication, Michele Tolela
T
Myres and Gail E.
E Myres, McGraw Hill, New
Yorkk, 1982.