There will be five papers each carrying 100 marks
PGDMC 101 Introduction to Mass Communication
PGDMC 102 Print Media
PGDMC 103 Electronic Media
PGDMC 104 Advertising and Public Relations
PGDMC 105 Practical Assignments
NOTE: The assignments are required to be submitted in the form of portfolio within
10 days of the termination of the theory examination. No assignment will be
accepted thereafter and the candidates defaulter in this regard will be treated as
absent in this paper. Submission of the assignments after the expiry of the
stipulated period will be counted towards the next subsequent examination.
PGDMC 101: INTRODUCTION TO MASS COMMUNICATION M. Marks = 100
OBJECTIVE: The course objective is to sensitize the students to the field of
communication by exposing them to its different forms; to understand the basic concepts
and terminology specific to communication and media; to sensitize them to the practical
importance of Interpersonal, interpersonal, group and mass communication; to enable
them to analyze and assess communication in the media and everyday life.
PGDMC 101 Introduction to Mass Communication
PGDMC 102 Print Media
PGDMC 103 Electronic Media
PGDMC 104 Advertising and Public Relations
PGDMC 105 Practical Assignments
NOTE: The assignments are required to be submitted in the form of portfolio within
10 days of the termination of the theory examination. No assignment will be
accepted thereafter and the candidates defaulter in this regard will be treated as
absent in this paper. Submission of the assignments after the expiry of the
stipulated period will be counted towards the next subsequent examination.
PGDMC 101: INTRODUCTION TO MASS COMMUNICATION M. Marks = 100
OBJECTIVE: The course objective is to sensitize the students to the field of
communication by exposing them to its different forms; to understand the basic concepts
and terminology specific to communication and media; to sensitize them to the practical
importance of Interpersonal, interpersonal, group and mass communication; to enable
them to analyze and assess communication in the media and everyday life.
INSTRUCTIONS FOR PAPER-SETTER AND CANDIDATES
1. In all, there shall be nine questions and candidates will be required to attempt five
questions.
2. Question No. 1 will be compulsory, consisting of fifteen short answer questions out
of which ten are to be attempted, two marks each, spread over the whole syllabus
and to be answered in 25 to 30 words each. (10x2=20 marks)
3. Question No. 2 to 9 will be long essay type questions. These questions will be asked
under four units, each unit having two questions. The candidates will attempt four
questions, selecting one question from each unit. (4x20=80 marks)
UNIT-I
Communication: Meaning & Definition of communication; Functions of communication;
Process & elements of communication; Forms of communication-Intrapersonal,
Interpersonal, Group (Public, Crowd, small & large group); mass communication.
UNIT-II
Theories & Models of Mass Communication: Meaning & Definition; Models: S-R,
Shannon & Weaver, Laswell formula, Osgood & Schramm.
UNIT-III
Two- step flow; diffusion of Innovations; four rings of defences, Agenda- setting; Uses &
gratification.
UNIT-IV
Characteristics of various media of mass communication; Print, Electronic, Traditional.
Media Systems: Authoritarian theory; Libertarian theory; Social – Responsibility theory,
totalitarian theory; development Media Hypothesis, Democratic – Participant Media
Hypothesis.
3
SUGGESTED READINGS
Wilbur Schramm
: Mass Communication, Urbana University of
Illinois Press, 1960.
Kenneth K. Anderson : Introduction to Communication, Theory &
Practice. Menlo Park, Cummings Pub. Co.
1972.
McQuail, Denis : Mass Communications Theory, SAGE,
London, 1975.
Gurmeet Singh Mann : The Story of Mass Communication.
Kewal J.Kumar : Mass Communications in India, Jaico,
2001.
Vir Bala Aggarwal and V.S. Gupta : Handbook of Journalism & Mass
Communication, Concept Delhi, 2002.
V.S. Gupta : Communication Policy, Media Policy &
National Development.
PGDMC 102: PRINT MEDIA M. Marks = 100
OBJECTIVE: The paper is designed to introduce students to both the field and the desk
aspects of print journalism – reporting, writing, editing and design; To sensitize the
students to the importance of press freedom and related issues of responsibility and
accountability. The paper is also design to familiarize students with various laws
pertaining to the media.
INSTRUCTIONS FOR PAPER-SETTER AND CANDIDATES
1. In all, there shall be nine questions and candidates will be required to attempt five
questions.
2. Question No. 1 will be compulsory, consisting of fifteen short answer questions out
of which ten are to be attempted, two marks each, spread over the whole syllabus
and to be answered in 25 to 30 words each. (10x2=20 marks)
3 Question No. 2 to 9 will be long essay type questions. These questions will be asked
under four units, each unit having two questions. The candidates will attempt four
questions, selecting one question from each unit. (4x20=80 marks)
4
UNIT-I
News : Definition, Concept, Elements, Values, Sources,
Structure - 5 Ws and IH, Inverted Pyramid Pattern,
Different Types and styles of lead writing.
Principles of Reporting : Structure, Role and Responsibilities of Reporting
staff, Concept of Beats.
UNIT-II
Interviews : Types, purposes, techniques, preparation.
Writing : News analysis, Features, Articles, Editorials
Subbing & Editing : Significance and Principles; Subbing Symbols; Brief
introduction to DTP.
UNIT-III
Editorial department set - up : Criteria for judging news copy
News room organization : Functions of News Editor, Chief Sub-Editor and
Sub- Editor.
Headline : Mechanics of headline writing ; typographical
patterns; purposes; kinds of headline; Dummy; pagemake-
up.
Photo- editing : Selection; editing and cropping of pictures; writing
captions; placement of photographs.
UNIT-IV
Role & Responsibilities of : Code of ethics for journalists.
Journalists
Press Laws : Copyright Act, Defamation, contempt of court,
Official Secrets Act, Parliamentary - Privileges, Key
Recommendations of the first and Second Press
Commissions, Press Council of India.
SUGGESTED READINGS
Campbell Laurence R & Roland E.
Walseley
: How to Report and Write the News.
Prentice Hall Inc. Englewood Cliffs, N.J.
Nicholis, Brian : Features with Flair, Vikas Publishers,
New Delhi.
5
T.J.S George : News Editing, IIMC, New Delhi,1980.
Herbert Strentz : News Reporting and News Sources.
N.N. Sarkar : Art and Production
Sindhwani Trilik N. : Newspaper Economics and Management.
Ankur Publishing House, New Delhi.
Walter A.Steigleman : Writing the feature Article.
N.K. Trikha : Press Laws
M.V.Kamath : Professional Journalism, Vikas Publishing
House, Pvt. Ltd., N. Delhi,2002
D.D. Basu The Laws of Press in India; Prentice Hall,
New Delhi,1996.
PGDMC 103: ELECTRONIC MEDIA M. Marks = 100
OBJECTIVE: The course is designed to introduce the students the basic concepts and
terminology specific to the media of radio and television; to understand the
organizational structure of both AIR & DD; Sensitize students to the concepts of writing
and scripting of Radio as well as TV programmes; To equip the students will skill to
camera shot composition, camera movements and basic steps of program production.
INSTRUCTIONS FOR PAPER-SETTER AND CANDIDATES
1. In all, there shall be nine questions and candidates will be required to attempt five
questions.
2. Question No. 1 will be compulsory, consisting of fifteen short answer questions out
of which ten are to be attempted, two marks each, spread over the whole syllabus
and to be answered in 25 to 30 words each. (10x2=20 marks)
3. Question No. 2 to 9 will be long essay type questions. These questions will be asked
under four units, each unit having two questions. The candidates will attempt four
questions, selecting one question from each unit. (4x20=80 marks)
UNIT-I
RADIO
Radio as Mass Medium : Role, reach and future.
All India Radio : Organizational structure.
Different types of Radio Programmes : Interviews, talks, discussion, radiofeatures,
Special audience programmes.
6
UNIT-II
TELEVISION
Television as Mass Medium : Role, reach and future.
Doordarshan : Organizational Structure.
Different types of TV programmes : Interviews, discussions, quiz programmes,
TV documentary.
UNIT-III
Structure and preparation of a Television Bulletin (gathering, condensing, compiling and
presenting TV news).
Basics of TV script : Writing techniques.
TV production crew
UNIT-IV
Basic shots & compositions : Camera Movements & angles.
Basics of Programmes Editing
Basic process of programme
production
: Pre-production, production, post-production.
SUGGESTED READINGS
Shrivastava, K.M. : Radio & T.V. Journalism. Sterling
Publications, Pvt. Ltd., New Delhi,1989.
Willis, Edger : Writing Television & Radio
programmes. Holt Rinehart & Winston,
New York.
Luthra H.P. : Indian Broadcasting. Publication
Division, Min. of I & B 1984.
Fang, I.E. : Television News: Writing, Editing,
Filming, Broadcasting Hastings, New
York.
7
Bhatt S.C. : Broadcast Journalism- Basic Principles
Har Anand Pub., N. Delhi, 1993.
Millerson Gerald : The Technique of T.V. production.
Focal Press, London, 1961.
Wurzel Allan : TV Production, University of Georgia,
1985.
Carl Hausonan & Phillip J : Modern Video Production. Harper
Collins College publishers.
G.C. Awasthy : Broadcasting in India. Bombay, Allied.
Campbell, Laurence R. : A Guide to Radio & TV Writing. Iowa
State University Press, Iowa.
Martin L. Gibson : Editing the Electronic Era. Prentice
Hall, N. Delhi.
PGDMC 104: ADVERTISING AND PUBLIC RELATIONS M. Marks = 100
OBJECTIVE: The course will sensitize students to the basic concepts of advertising and
public relations. The Paper will impart knowledge to help them analyze advertisements
and advertising campaigns in various media; train the students to write advertising copy;
introduce with ethics in advertising field.
The 2nd part of the paper will impart skills for producing PR material, train the
students to device PR campaign, to understand socially relevant and public service
related institutional advertising.
INSTRUCTIONS FOR PAPER-SETTER AND CANDIDATES
1. In all, there shall be nine questions and candidates will be required to attempt five
questions.
2. Question No. 1 will be compulsory, consisting of fifteen short answer questions
out of which ten are to be attempted, two marks each, spread over the whole
syllabus and to be answered in 25 to 30 words each. (10x2 =20 marks)
3. Question No. 2 to 9 will be long essay type questions. These questions will be asked
under four units, each unit having two questions. The candidates will attempt four
questions, selecting one question from each unit. (4x20=80 marks)
8
UNIT-I
• Definition, scope and concept of Advertising
• Advertising in marketing – mix
• Major types of Advertising: Classifies; display; classified display;
• Carrier and Non – carrier media of advertising
• Advertising Media: Characteristics and their application to different media.
UNIT-II
• Advertising Copy Writing: Definition; principles; do’s & don’ts; U.S.P.; AIDA
formula.
• Advertising layout and Design: Principles and stages of layout.
• Advertising Agency: Structure and Functions.
• Advertising Campaign: Brief Introduction.
• Code of Ethics of Advertising in India.
UNIT-III
• PR: Definition and Role.
• PR vis-Ã -vis Publicity, propaganda, advertising.
• Distinguishing features of PR in Private and Govt. organizations.
• Publics in PR: Internal & External & their importance.
UNIT-IV
• PR tools: House Journals; pamphlets; brochures; Newsletter; bill boards; press
conferences, Cable TV, Exhibitions.
• Brief introduction to PR process.
SUGGESTED READINGS
David Ogilvy : Ogilvy on advertising. London Pan Books
London, Sidgwick & Jackson, 1988.
Subroto Sengupta : Cases in Advertising and Communication
Marketing.
Subroto Sengupta : Positioning (New Delhi, Tata-McGraw Hill),
1990.
Kirkpatrick, C.A. : Mass Communication in Marketing.
Houghton-Mifflin, Boston, 1959.
9
Warner, Daniel S. & Wright, John S : Advertising: West Publishing Co, 1974.
Scott. M. Cutlip & A.H.Genter : Effective Public Relations. Englishwood
Cliffs, Prentice Hall, 1964.
Mehta, D.S. : Handbook of Public Relations in India (Allied
Publishers, New Delhi), 1980.
Black, Marwin & Harlow Rex: : Practical Public Relations, Harper & Bros.,
New York, 1952.
Jethwarey, Jaishri N Et. Al.
: Public Relations Sterling Publishers, New
Delhi, 1994.
Jeffkins : Advertising Made Simple.
Jeffeins, Frank : Copy writing & its presentation, International
Textbook Co., London, 1977.
Engel, Jack : Advertising McGraw Hill, New York, 1980.
10
PGDMC 105: PRACTICAL ASSIGNMENTS
OBJECTIVE: The objective of this paper is to deal with the practical aspects of the
course. After going through the theory part, the students themselves will learn, practice
and prepare the assignments and will be able to judge what they have learnt in the theory
papers.
Sr. NO. ASSIGNMENTS NOS. MARKS
1 News Stories-Covering major events in your areas 4 8
2 Interviews of prominent persons 2 8
3 Translation of News Story: English to Hindi/ Punjabi 2 8
4 Translation of News Story: Hindi/Punjabi to English 2 8
5 Photo caption Writing 1 4
6 Feature Writing 1 6
7 Dummy of two pages of a Newspaper 1 8
8. Script writing for radio news of five minutes 1 8
9 Script writing for TV news of five minutes 1 8
10 Write a story board of a half minute TV commercial 1 4
11 Review of any radio programme (current affairs/news
bulletin/interview based programme/ feature/talk
shows/song-based programme etc.)
1 4
12 Print Advertisement Analysis
a) Classified 2 4
b) Display Classified 2 4
c) Display 2 4
13 Brochure 2 8
14 Press Releases 2 6
TOTAL 100
