OSMANIA UNIVERSITY COLLEGE FOR WOMEN
(AUTONOMOUS)
KOTI, HYDERABAD
COMMUNICATION SYLLABUS UNDER SEMESTER SCHEME WITH EFFECT FROM 2015-2016
ONWARDS
New syllabus according to CBCS guidelines
Semester I
Paper I: Introduction to communication and mass media
Unit I
Introduction to Communication, Nature process and elements of communication
Functions and Barriers of communication, 7 Cs and Principles for effective communication.
Types of communication- Intra-personal, Interpersonal, Group Communication,
Mass Communication, verbal and Non verbal communication.
Unit II
Traditional forms of Communication –Folk Media – Print – Radio – Films – Television.
Functions and role of Mass media in society - Providing information, education and
entertainment.
Media and social change and social responsibility.
Unit III
Models of Communication- – Laswell – SMCR model, Shannon and Weaver – Osgood and
Schramm., propaganda. – publicity, Knowledge Gap Hypothesis ,Digital Divide
Unit IV
Media organization and association - ABC – RNI – PIB – DAVP etc – News Agencies –
Media Ownership – International News Flow and the McBride Commission Report.
Unit V
Cable T.V., Satellite television and its growth,Impact of Satellite TV on society,New Media
Technologies- satellite, Cable, digital, internet -access and reach.
Semester II
Paper II: Growth of Medai in India,Media Institutions, Theories of Communication
Unit I
History of print media in India –Pre Independence, Post Independence, and regional
Language Press. - Media before and after independence – Gandhi and the Nationalist Press Indian constitution and freedom of press.
Unit II
Mass Communication theory – Authoritarian theory – Free press theory – Social
responsibility theory – Function of media – Effects of Mass Communication.
Role of media in society – Impact of media on audiences – Audience Measurement (TAM,
TRP, GRP, Neilsen, RAM)
Unit III
Journalism and social change: Journalism and its role in creating awareness about civil and
human rights, Women’s rights.
Unit IV
Electronic Media – Origin and development of Radio – Television – Films – Genres
(Narrative / Documentary; Parallel / Commercial) – Opportunities and Challenges of the Film
Industry
Unit V
Contemporary Newspapers in English and Telugu. Types of newspapers and magazines Regular newspapers, financial newspapers, political newspapers, news magazines and special
interest magazines, science and technology magazines, magazines for women and children.
Semester III
Paper III: Communications and Print Media
Unit I
Definition,Nature-Sources of News,News Values.News Process- from event to the reader. Reporterrole,duties,and qualities. Basic Components of news story-attribution, verification, balance and fainess,
breveity. Hard News, Soft News
Unit II
Elements of a news story – Inverted pyramid style – Types of leads – Sources of Information – Types
of News – Political,Crime,Financial,Economic.Newspaper Layouts,and elements of a copy.
Unit III
Different forms of newspaper writings- Spot news,features,articles,editorial,creative middls.
Different forms of Reporting- Science,Health and environment .
Unit IV
Structure of Newspaper Organisation, Editing Process, Types of copy Agency, Bureau, Muffossil. ,
streamlining copy, rewriting and updating.
Unit V
Media Ethics and Laws-Defamation, Libel, Right to Information, Official secrets Act, Contempt of
Court, Copyright Act of 1957,Code of ethics for Journalists.
Semester IV
Paper IV: Communications and Broadcast Media
Unit I
Impact and role of Broadcast media in society, Concept of Public Broadcasting, Contribution
of AIR and Doordarshan to development, community Radio
Unit II
Broadcasting- Radio Transmission Process, Writing for Radio, Radio Programme formats, Radio
Script formats.
Unit III
Broadcasting- Television Transmission Process, Writing for Television, Television Programme
formats, Television Script formats
Unit IV
Types of production, Production Technologies- Video Camera, Lens,Lighting, Microphones.
Film and Television production-cinematic language (Framing and composition, Shot divisionXLS,LS,MS,MCU,CU,XCU, transitions), Camera movements.
Unit V
Electronic media journalism-News Gathering, news bulletin, News anchor, Live talk Show, Reporting
Live events.
SEMESTER V
Paper V Communications and Public Relations(Part I)
Unit I
Introduction to public Relation, definition, nature and scope of PR
PR, Publicity, Propaganda, and advertising.
Unit II
Organisation and function of PR department
a)Role and functions of PR officer
b)Internal and external Publics
Unit III
a)PR Planning
b)Tools o f PR-press release,newsletter,brochures,housejournals,advertising,exhibitions,annual
reports,Press conferences-Open House,-Seminars.
Unit VI
Practical training in writing press releases, making brochures conducting exhibitions, and Holding
press conferences and seminars.
SEMESTERVI
Paper VI : Communications and Public Relations(Part II)
Unit I
Public Relations and Government
Role of PR institutions- PIB, DIPR, DAVP, and Directorate of Field Publicity.
PR and corporate Image
Unit II
Public Relations and Media Relations
Principles of good media relations
Unit III
Role of PR institutions- PIB, DIPR, DAVP, and Directorate of Field Publicity.
Public Relations Process: Four stages
UNITIV
Crisis Managemnet
CASE STUDIES IN CRISIS MANAGEMENT.
SEMESTERV
Elective (Discipline centric)
CREDITS-3
I ADVERTISING:
UNIT I:
a. Advertising definition nature and scope
b. Economic relevance of advertising to media – media’s dependence on advertising.
UNIT II:
a. Structure of advertising Agency- Functions of accounts executive, and Copy Writer
b. Types of advertising-classification and forms of advertising.
UNITIII
a. Structure and elements of advertisements layouts for Various Media
b. Making of an advertisement from concept to consumer.
UNITIV.
a.Creating an advertisement layout
b.Visualising and copy writing
c. Kinds of copy
SEMESTERVI
Elective (Discipline centric)
CREDITS-3
ADVERTISING
UNITI:
A. Advertising :Social relevance of advertising its role in communication and marketing
UNIT II:
A. Creating the advertisement:
a. Visualising and Copy writing
b. Kinds of copy
UNITIII:
A. Branding and Branding strategies
B. Brand loyalty
UNITV
A. Advertising Campaign planning.
ELECTIVE INTERDISCIPLINARY
SEMESTERVI
ONLINE JOURNALISM
CREDITS-3+1
UNIT I
a. Introduction to communication, types of communication news process from event to
reader.
b. What is online journalism?
c. What makes online journalism distinctive?
d. Effect of online journalism
e. Right to Information act
UNITII
a. Evolution of Information and communication technologies. Information revolution and the
concept of information society. Internet and communication across boundaries, Digital
Divide.
b.
Origin and growth of World Wide Web and internet. Internet in India- status and new
developments and problems. New media technologies – Multimedia and emerging
technologies. Impact of new media on traditional media.
UNITIII
a. Web journalism: Unique features of Web. Home pages, design and layout. Internet
newspaper editions, internet news groups, e-mails, blogs, internet as a tool for gathering.
UNITIV
a. Online research and reporting
b. The impact of online on research and reporting
UNITV
a. Core journalistic process
b. Core writing skills.
Story structure.
INTERDISCIPLINARY SYLLABUS FOR CBCS IMPLEMENTATION FROM 2015-16
MASS COMMUNICATION COURSE
INTERDISCIPLINARY CREDITS-3+1
MEDIA WRITING
SEMESTER VI
UNITI:
I. Media writing basics.
a. What is Media and news.
b. How does media shape the news
c. Audiences and audience expections.
Report Writing:
a. Definition, Purpose and types of reports.
b. Preparation
c. Assessment
d. Planning
e. Expression
f. Review.
UNITII:
Writing Features and Columns:
a. What is a Feature
b. Idea for a Feature
c. Types of Features.
Writing a Column:
a. What is a Column?
b. Writing a Column.
c. Getting started.
d. Style structure.
UNITIII:
Writing Public Relations Publications:
a. The PR writer.
b. The PR source
c. Writing NEWS Releases and other PR tools.
d. Backgrounders and Briefings.
e. Government PR.
f. Corporations and Non-Profit organisations.
UNITIV:
ADVERTISEMENT COPY WRITING.
a. Research.
b. The product market and the audience
c. The Writing Assignment.
d. A Focus for advertising copy.
e. Creating thinking: i. Format ii. Style iii. Public Service Announcement(PSA)
UNITV:
OPINION WRITING:
a) Research for reviewing.
b) Writing the review.
c) Studying other reviewers.
d) Broadcast writing and reviews.
EDITORIALS:
a. Framing an opinion.
b. Purposes.
c. Editorial topics.
d. Writing the editorial.
e. The impact of editorials.
f.
Advertorials
INTERDISCIPLINARY
CREDITS-3+1
FREELANCE JOURNALISM II
SEMESTERVI
UNIT I:
Reporter – role,duties and qualities,forms of Journalistic writing: News writing, column
writing,article, wrtting, feature, writing editorial writing.
Writing for media:
Freelance writing-choosing a topic, Identifying sources,gathering information,importance of
rewriting,Slanting,
UNITII:
Contemporary Newspapers in English and Telugu. Types of newspapers and magazines Regular newspapers, financial newspapers, political newspapers, news magazines and special
interest magazines, science and technology magazines, magazines for women and children.
UNIT III
Media Ethics and Laws Defamation, Libel, Slander, Right to Information act, Official secrets Act,
Contempt of Court, Copyright Act of 1957,Code of ethics for Journalists.