University of Lucknow Courses

M.A. (Mass Communication & Journalism)

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Duration: 2 Years

Eligibility: Graduate or equivalent

Course Duration: Two Year (Semester System)

Course Eligibility : Bachelor degree in mass Communication & Journalism  with atleast 50% marks or equivalent CGPA.

Admission Criteria: Merit in qualifying examination, subject to eligibility criteria.

Entrance/Eligibility Test: As per University Rules

Programme Mode: Regular

Course Syllabus

Semester – I

Course Code	Course Title
MC  101	Accounting Theory And Practice - I
MC  102	Financial Management
MC  103	Taxation Laws And Accounts  I
MC  104	Indian Business Environment
MC  105	Marketing Management

 

Semester – II

MC  201	Accounting Theory And Practice  II
MC  202	Taxation Laws And Accounts  II
MC  203	Managerial Economics
MC  204	Labour Legislation
MC  205	Global Business Environment
	Viva-Voce

 

Semester – III

MC  301	Corporate Accounting
MC  302	Management Accounting
MC  303	International Marketing
MC  304	Human Resource Management
MC  305	Management Of Small Business
	Viva-Voce

 

Semester – IV

MC  401	Strategic Cost Management
MC  402	Business Research Methodology
MC  403	Indian Financial System
MC  404	Entrepreneurial Development
MC  405	Tax Planning And Management
	Viva-Voce

 

Course Detail

Semester –I

Paper-I  Basic Principles of Communication & Mass-Communication

Unit-I

• Nature and Process of Human Communication
• Communication: Definition, Elements, Process, Functions
• Need and Significance of communication
• Kinds of Communication

Unit-II

• Models of Communication: Relevance & limitations
• Lasswell, SMCR, Shannon and Weaver
• Osgood, Wilbur Schramm, Newcomb, Mclean & Dance model of Communication

Unit-III

• Theories Of Communication: Sociological and Normative Theories,
• Bullet, Psychological or Individual Difference, Personal Influence,
• Cultivation, Dependency, Uses and Gratification, Agenda Setting, Free
• Press, Development, Communist Media theory and others.

Unit-IV

• Mass communication as a agent of Social change
• Demassification,, Demystification, Decentralization and convergence
• Characteristics of Audiences
• Type of audiences: Elite audience, General audience, specialized audience
• Limitations of Mass Communication

 

Paper –II History Growth & Development of Media

Unit-I

• Origin, History, growth of Print Media with special reference to India
• Regional Press : Importance & Reach
• Role of Press in Pre Independence and Post independence in India
• Origin of Indian News agencies and their role

Unit-II

• Origin History, Growth of Radio with special reference to India
• Radio as a tool of development
• Future of Radio: FM, Online Radio ,Visual radio
• Community Radio: Concept & Importance

Unit-III

• Origin and History, of T.V. with special reference to India
• Origin History, Growth of Cinema with special reference to India
• Role of Cinema in Social Change: Critical analysis

Unit-IV

• Origin History & Growth of Internet
• Role of Internet as a tool of Communication
• Future of web journalism/cyber media

 

Paper-III Computer Applications

Unit-I

• Introduction to computers
• Definition classification and type of computers
• Computer hardware and software
• Memories, types of memories, storage devices
• Application of computer in various fields related to media: Print electronic and film etc.

Unit-II

• Introduction to operating systems: MS windows,(98,2000,XP) MS DOS
• Introduction to designing and photo editing software: Coral draw & Photoshop
• Introduction to text formatting software: Page maker, MS word and Quark express
• Use of DTP in Print Media applications

Unit-III

• Introduction to multimedia and animation
• Introduction to MS power point, Presentation manager
• Import and assembly of files software related to audio and video: VCD cutter, cool edit, windows movie maker, Flash.

Unit-IV

• Introduction to Internet: Concept and development
• World Wide Web and Online media
• Tools and services on Internet
• Browsing the Internet
• Internet protocols, domain name systems,
• Internet functions: e-mail, searching and downloading information Security issue on internet

 

Paper-IV Practical / Viva Voce

• Quark Express: Designing Two pages of News Paper in A3 Size.
• MS Word: The student should prepare at least 2 pages indicating the use of paragraphs, text, fonts, headlines and alignment
• PowerPoint: At least one presentation of not less than 5 slides on any topic assigned.
• Coral Draw: 2 Items
• Photoshop: Editing 5 Photograph
• Page Maker: 5 different lay out

Note: All assignment should be submitted in a C.D.

 

Semester-II

Paper –V Basics of Reporting & Editing

Unit-I

• News: Definition & Type
• News Value, Qualities of Good writing
• Elements of News, 5W & 1H Concept of News
• Structure of News Story: Intro, Body (Inverted Pyramids) etc.
• News gathering & Sources of News
• Qualities of Reporter

Unit-II

• Editing: Meaning, Definition & Need
• News agencies: History, Importance
• Major News Agencies: PTI, UNI, Reuter, AP, etc
• Structure of editorial Department, Proof reading symbols
• Style book, Story peg
• Electronic revolution & Editing

Unit-III

• Headline: Meaning, Significance Writing and types
• Interview: Methods Importance and types
• Book review, Film Review
• Feature: Human Interest Story
• News article, analysis, & Letter to the editor
• Definition, Importance and Types of Editorial

Unit-IV

• Different types of Beat & Importance
• Cultural reporting
• Science & Technology reporting
• Sports & games reporting
• Crime reporting
• Development Reporting
  

 

Paper-VI Media Management

Unit-I

• Business aspect of a News Paper
• Commencing Newspaper Publication
• Pre-Publication Exercises
• Organizational Set up of a newspaper/magazine and Electronic channel
• Ownership Pattern: Individual, Partnership and Company

Unit-II

• Management in Media: Definition, & Concept
• Basic Principal of Management
• Need and Importance of Management
• Changing Conceptions of Management
• Functions Of various Key management Authorities

Unit-III

• Editorial Management: Organizational set-up of Editorial department,
• Functions of Editor: Managing Editor, News editor, Sub editor and other senior members.
• Advertising management, organizational set-up of advertising department function of advertising management
• Circulation management organizational set-up of circulation department
• Importance of circulation, promotional schemes
• Financial management concept of financial management, importance,
• Organizational set-up of financial department, functions of finance manager.

Unit-IV

• Personnel management/ Human Resource management, concept of personnel management
• Role of personnel manager,
• Human Resource Planning,
• Function of personnel/ human resource management.
• Production and storage management production department, division of production department, function, role of production manager, need of store department and its function.
• Library management concept of library management, need of useful publications for newspaper library, key issue in library management, functions of librarian.

 

Paper-VII Media Laws

Unit-I

• Need and importance of various laws in media
• Basics of Indian constitution and Fundamental Rights
• Concept of free press
• Brief history of Press Laws in India
• Censorship and other legal implications imposed by government on Press

Unit-II

• Press Commission: First and Second
• Press council of India
• Committees and related to Media: Joshi Committee, Chanda committee,
• Wage board related to Media: Bachawat Palekar and Manisana Award.

Unit-III

• Defamation
• Contempt of Court 1971
• Official Secrets Act 1923
• Copy Right Act, 1957
• Press & Books Registration Act, 1867

Unit-IV

• Right to Information
• Cyber laws
• Editorial Ethics
• Press council code on Communal Writings
• Parliament Code for Journalist

 

Paper-VIII Practical / Viva Voce

• Language Based practical (Simple News)
• Editing five stories with headlines
• Five News reports on various Issues
• Two Human interest stories
• Photo editing & Caption Writing
• Graphical representation of editorial department

Note: A separate File shall have to be made and maintained by every student which will be evaluated by External examiner during semester examination.

 

Semester-III

Paper-IX Electronic Media (Radio & Television)

Unit-I

• Introduction to Radio as a Mass- Medium
• The Functioning of Radio News Room
• Types of News Bulletins
• Compilation of News:Pool copy, Compiling News Bulletins
• Radio Programme production: Basic Equipments

Unit-II

• Concept of MW, SW and FM
• Microphone: Importance, Types,
• Elements of Radio Script: Spoken, immediate, person to person, heard only once sound only, feel, think, entertain, & inform.
• Production elements of Radio programmes: Aural Sense Appeal, narration, dialogue, sound effect, Rapid Getaway, music, silence etc.
• Art of writing different Radio Programme Formats: Talk, Radio Play,
• Feature, Interview etc.

Unit-III

• Television camera optics: View finder, Lens, Focal length, Focus, f stop, Depth of field
• Television production Crew: Talent, Camera operator, Floor manager, Audio switcher, Video switcher, Director etc
• Television Interview: Types, Methods, Formats, Tips
• Light: Key, back & Fill
• T.V. News: Basic style: PTC, Stand up shot etc.

Unit-IV

• Preparing T.V. visuals: Simplicity, Contrast, Balance, Composition
• Story Board: Concept & Importance
• Difference between ENG & EFP
• Documentary Production: History, Importance
• T.V. shooting technique: Shot classification, Framing, Movement

 

Paper-X Development Communication

Unit-I

• Development: Meaning, Concept, Models of development, Theories,
• Approaches to development
• Problems and Issues in Development
• Characteristics of developing Societies
• Development Dichotomies: Gap between developed and developing Societies
  

Unit-II

• Development Communication: Meaning, Concept, Definition & Philosophy
• Role of Media in Development Communication
• Planning and strategies in development Communication
• Social cultural and economic barriers
• Democratization and decentralization of communication services:
• Panchayati Raj System etc.

Unit-III

• Issues in Development Communication: Population control
• Family welfare
• Health Education,
• Environment
• Problems in development Communication
• Need and Significance of development communication in Indian Context

Unit-IV

• Difference between Development Communication, Mass Communication, and
• Development Journalism
• Alternative Communication
• Planning development Messages:
• Identifying target audience
• Topic selection
• Place Time and Purpose
• Developing, structuring presenting and adopting development Messages through Print media, Radio & T.V and other modern technologies

 

Paper-XI Advertising & Public Relations

Unit-I

• Advertising: Definition scope and Concept
• History and development of advertising in India
• Classification of Advertising
• Advertising agency: Structure & Function
• Characteristics of Advertising
• Creativity in advertising, Style of Thinking: Fact v/s Value based thinking

Unit-II

• Transforming Concepts (Idea) in to copy
• Basics of Advertising copy writing &Visualization
• Writing Effective Radio & T.V Copy
• Print copy writing
• Models of Creativity: Roger von model, Graham Wallas model, James Young Model
• Formats for Radio and T.V. Commercials: Slice of life, life style, animation, straight announcement, Presenter, Testimonial,
• Demonstration, Musical etc.

Unit-III

• Public Relations: Introduction, Background, Definitions, concept, scope,
• Public relations process: RACE approach
• Public relations in an organization: PR and Management, Relations with
• Chief executive, The entrepreneurial PR
• House Journals: Importance and types
• Tools and skills of P.R.O
• PR through Traditional Media

Unit-IV

• Difference between PR Publicity, Propaganda and advertising
• Writing for PR: Press release, Press note, Handout, Feature, Articles, Speech writing, special speech, Background materials, citizen charter of the organization, creative writing, report writing, Agenda and Minutes of the meeting, Ghost writing
• PR and Media Relations

 

Paper-XII Practical / Viva Voce

• Radio- talk, play, feature, interview
• TV- TV news capsule, story board
• Designing two posters- one commercial and one social awareness
• Design cover page for any magazine
• Preparing press notes & speeches for press conference Prepare a house journal.
• Group assignment
• 30 Second Commercial: You will shoot, direct, and produce a 30 second commercial about a fictional product. It must be exactly 30 seconds for full credit.
• Campus Story: Take any aspect of campus life here at department OF Journalism & Mass Communication that you want to tell a story about and develop a well-thought-out video piece. Before you start work write out a complete script. This is to be turned in with your video. Don't worry about minor differences between your script and your final video.
• Public Service Announcement : Make an ethical, moral, spiritual or humanitarian statement. Time: EXACTLY 30-seconds. Assume a sophisticated audience.
  

 

Semester-IV

Paper-XIII Visual Communication

Unit-I

• Visual Communication: Meaning, Definition and Philosophy
• Need and importance of visual communication
• Various application areas of visual communication
• Latest Development in the field of Visual Communication
• Future of Visual Communication

Unit-II

• Elements of Design
• Principles of Design
• Theory of Colours
• Importance of Monochrome
• Alignment
• Geometric shapes and Forms

Unit-III

• Design and Layout (News papers, Posters, Magazines)
• Photo Editing- Cropping, Aspect ratio
• Relevance of fonts and sizes
• Concept of RGB & CMYK
• Different type of formats: JPEG, MPEG, AVI, GIF, MP3, BITMAP, TIFF.

Unit-IV

• Graphics: Definition & Types
• DTP (Desktop Publishing)
• Persistence of vision application
• Design aspect of audio visual presentation (Power point Presentation)
• Conceiving logo design ,Corporate Identity

 

Paper XIV Communication Research

Unit-I

• Concept of Research: Meaning & Definition
• Importance of Media Research
• Areas of Media Research: Source analysis, channel analysis, Message analysis, Audience analysis, Feedback analysis

Unit-II

• Communication Research: Definition & Meaning
• Contribution of other social sciences
• Communication research process: essential steps
• Sampling: Meaning and types

Unit-III

• Methods of data collection: Survey, Observation, Case studies, Content analysis
• Tools of Research: Interview, Schedule, Questionnaire
• Types of Data: Primary, Secondary and Tertiary
• Data analysis: Mean, Median, Mode
• Report Writing:
• Graphical presentation: Histogram, bar diagram, Pie charts

Unit-IV

• Issues in Communication Research
• Role of researcher
• Methodological Limitations in Communication Research
• Information Technology revolution and Communication Research
• Ethical Issues in Communication Research

 

Paper-XV Dissertation

Each student will select a Research topic/Problem in consultation with the concerned faculty member of the department.

 

Paper-XVI Practical / Viva Voce

• Communication Research- prepares a research design for a selected research problem.
• Prepare questionnaire/schedule and interview format
• Data collection on the basis of research tool developed keeping in view the research design using a smaller sample size.
• Submission & presentation of report