B.Sc. in Mass Communication

In this program, students will be equipped with the theory and practice of the field of mass communication in terms of its relation with different media and its role in society. The Mass Communication theories are integrated into the disciplines offered in the program, such as Film & Television, Journalism, Public Relations, Advertising and Multimedia. With the integration of disciplines, students are not only kept abreast with the growth of the media trends, but also of its contents in style and presentation. Such learning experiences through the integration of theory and practice incorporated in the modules will not only mould students to be independent individuals but also train them to possess a healthy flexibility of thought and creative problem-solving skills in line with the industry. Thus, students from this program shall possess added advantages in terms of higher professional creativity and competency to work in the industry.

This is an age when knowledge and information are the tools for economic, political and cultural exchange and it is vital that information should be organized and managed. There is an urgent need for individuals with high-end skills and understanding of how to communicate digitally, visually and in print to support the communication needs of business, the non-profit sector and government.

The program offers a number of subjects and study areas including professional writing, media and society, multimedia technology, principles of business law, public relations, media planning, managing communication resources, sales management, marketing behavior and creativity in advertising.

Media Communication professionals work across all media in roles as diverse as advertising, corporate communication, media marketing, media and cultural policy and media commentary. With media convergence and rapid technological change occurring, these specialists will be a feature of most organizations.

If communication is the art you are apt at and enjoy challenges at work then media is the discipline meant for you.

The effect of media on the cultural and social life of the society is for all to see. Hence, mass communication can be counted among the elite career choices of the present times. Mass communication is the effective use of different kinds of media be it print, radio, television or internet for carrying information, education and entertainment to the masses. Mass communication opens up avenues in newspapers, magazines, journals, research organizations, television, radio, production houses, internet, film, production, photography, corporate writing and publishing among others.

Media, or more accurately, mass media is primarily a communication designed to reach the masses. We all bear witness to media in everyday life, whether it is by reading the newspaper, catching a glimpse of a magazine headline, hearing news on the radio, watching a current affairs program on television or even while surfing the internet.

When it comes to career opportunities in media, the options are varied and can be categorized into entertainment or news. In fact, the broad spectrum of media covers advertising, broadcasting that includes radio and television, journalism, photography and publishing.

Journalism
Popularly referred to as the mother of all media, journalism is the occupation of reporting, writing, editing, photographing or broadcasting news. Journalism covers newspapers, journals/magazines as well as the electronic media like radio, TV and now the Internet as well. Jobs can be either field or desk-oriented. Out in the field are reporters and correspondents who cover happenings/events in a specific area, which can be local, national, foreign, sports, defense, political, economic and business and file their news reports accordingly. At the desk are sub-editors and copy editors who take news reports or stories and give them their final shape with appropriate headlines/captions for final publication. In addition, there are commentators who are appointed to write specific articles/features or columns on subjects or issues on which they have command and a well-researched base.

Broadcasting

The aim of radio and television is communication. The range of programs offered includes news, entertainment, sports, music, infotainment -- blend of information and entertainment. You could be in the broadcast media as announcers, newsreaders, presenters, correspondents, video jockeys, radio jockeys, editors, producers, scriptwriters, technicians, cinematographers, sound engineers and actors. Broadcasting careers are appealing because you either become famous or at least get to work with the famous.
Training is through mass communication or journalism courses. Cinematographers, editors, sound engineers acquire specialized training at film and television institutes.

Advertising and PR

Advertising is the business of communicating a message to an audience through newspapers, magazines, radio, television and Internet. Public Relations (PR) promotes better understanding between an organization and the public. An increasing level of consumer awareness and competition in business has ensured that whether it is the service sector, small-scale sector, industrial sector, public utility sector, PR is here to stay.

Advertising and PR is offered as a postgraduate diploma after graduation or, sometimes, as a vocational course at undergraduate level.

Personal Factor

Attitude and aptitude: Media aspirants should possess the ability to work hard and the strength of purpose to help them withstand pressures -- of deadlines or differences of opinion. Creativity and imagination help you visualise how to focus on facts/ideas in a manner that captures the attention of the audience, viewer or reader. The ability to interact with people from all walks of life is a critical requirement. A keen sense of observation, intuition to perceive what is not directly revealed, attention to detail and sound general awareness are essential.

Prospects

Be prepared to build up your career from an entry-level position. You then gain experience and improve your skills to move up the hierarchical ladder. The capabilities of media have evolved with changing technologies, of which the Internet is the latest and possibly the most profound. The jobs in this discipline are challenging and offer variety, not to speak of the glamour associated with them. People who really want a career in media will make it happen.

Career Options

Graduates will enhance their marketability in today’s professional technological world and find work in a variety of writing and writing-related fields, including advertising, the print media, broadcast television, media analysis, marketing and planning and online publishing, as well as agencies responsible for media and cultural policy development. They can also enter the industry as:

• Business Writers
• Public Affairs Managers
• Public Relations Managers
• Corporate Communications Managers
• Scriptwriters
• Playwrights
• Broadcast Journalists
• TV Anchors
• Art Directors
• Print Journalists
• Editors
• Webmasters
• Technical Writers
• Entrepreneurs

Curriculum

First Year

Semester One :
1. Principles of Communication – I
2. Global Comparative Media
3. Information Technology
4. History & Industry of Mass Communication
5. Communication & Soft Skills
6. Practical

Semester Two :
1. Mass Communication Concepts and Processes
2. Print Media & Photo Journalism
3. Reporting & Editing - I
4. Communication Skills
5. Computer Application for Journalism
6. Practical


Second Year

Semester Three :
1. Reporting Techniques & Skills
2. Editing: Concepts & Processes
3. Reporting & Editing Lab
4. TV Journalism & Programme Formats
5. Television Production: Idea to Screen
6. Practical

Semester Four :
1. Basics of Camera, Lights and Sound
2. Advertising: Concepts & Principle
3. Advertising through Print, Radio & Television
4. Press Laws & Media Ethics
5. Television Production Lab
6. Operation & Handling of Video Equipments
7. Practical.


Third Year

Semester Five :
1. Event Management: Principles and Methods
2. Organization and Management
3. Research Methodologies for Media
4. Cyber Journalism
5. Public Relations
6. Practical.

Semester Six :
1. World Media Scenario
2. Contemporary Media Technology
3. Radio
4. Government Information System
5. PROJECT REPORT
6. Practical.