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Semester IV

JMC 4.1: Radio Programme and Production (Hard Core)
Unit 1 Significance of radio as a medium of communication-Nature and characteristics of radio: Organizational set up of a major AIR radio station- Production, Marketing, Audience Research, News and Engineering, Creative Production Teams- Programme Planning and Execution, Programme Producer and Associates.
Unit 2 Broadcasting Techniques: Equipment used in a radio station- Techniques f Sound Recording- Software used for recording and editing- Types of Microphones, Audio Editing Procedures- Studio Based and Outside Broadcast Programme production
Unit 3 Principles of Writing for Radio:  Writing for ears- News Writing Techniques, Structure and Types of News and Current Affairs Programme, Interview Techniques, Radio Play, Reporting for Radio- Disc Jockeys
Unit 4 Radio Genres/Formats: Spoken Word Programmes; Radio Talks, Features, Discussion, and Interviews, Musical Programmes; Vocal and Instrumental, Classical, Semi Classical, Folk, Special Audience Programmes; Rural, Youths, Women and Children, Public Service Programmes; Health, Educational, Environment, Scientific Programmes, Interactive/Phone In Programmes. 
Unit 5 An overview of AIR services; Vividh Bharathi Commercial Service, Private FM Commercial stations, Podcasting, Satellite Digital Broadcasting, Narrowcasting, Community Radio, Status of Educational Broadcasting in India.
 
Book for Reference
1. Robert Hillard: Radio Broadcasting
2. Donald Miles: Broadcast-News Hand Book 
3. Paul Sureya: Broadcast News Writing: Radio- The Fifth Estate 
4. H.S. Krishnaswamy Iyengar: ‘Banuli Baravanige’(Kan), AIR.
5. Paul Maeseneer (Ed.): Here’s the News
6. Bhatt S.C.: Broadcast Journalism.
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JMC 4.2: Corporate Communication (Hard Core)
Unit 1 Organisation Structure: Structure and Characteristics of An Organization, Leadership, Communication Decision Making, Balance, Authority and Power, Communication Functions, Factors Influencing Communication, Flow of Communication in An Organization; Bottom - Up, Top Down, Vertical and Horizontal Barriers to Communication.  
 
Unit 2 Public Relation: Definitions, Historical Perspective, PR in the Era of Globalization, Public Opinion, Differences between Publicity, Propaganda and PR, PR as a Management Function, PR Counselling.
 
Unit 3 Process of PR: Fact Finding, Planning, Implementation, Evaluation of PR Plans, Internal and External Publics, House Journals and their Contents, Crisis Management, Event Management, Ethics in PR, Handling Pressure Groups.
 
Unit 4 PR Tools: Mass Media; Radio, TV, Cinema, Exhibitions, Events and Other Media for PR Exercises, Community Relations, 
Unit 5 Corporate Social Responsibility (CSR): PR for Various Types of Organizational and Individual Objectives, Professional Organizations; PRSI and Its Activities, Problems and Prospects of PR.
 
Book for Reference
1. Balan K.R.: Lectures on Applied Public Relations.
2. Dennis L. Wilcox, Philip H. Ault & Warren K. Agee: Public Relations Strategies & Tactics. 
3. Scott M.Cutlip, Allen H. Centre & Glen M. Broom: Effective Public Relations. 
4. Philip Lesley: Lesley’s Public Relations Handbook
5. Kaul J.M.: Public Relations Handbook.
6. Argenti, Paul A. (2008). Corporate Communication. McGraw-Hill Irwin 
7. Dolphin Richard. (1998). Fundamentals of Corporate Communications. Elsevier Publishers. 
8. Fernandez, Joseph. (2004). Corporate Communications. Sage.
 
JMC 4.3: Intercultural Communication (Hard Core)
Unit 1 Introduction to Intercultural Study: Multi - Faceted Identity of Culture, Culture as a Social Institution, Value System, Growth of Media and Their Impact on Culture.  
 
Unit 2 Intercultural Communication Patterns: Media as Intercultural Communication Vehicles, Barriers to Intercultural Communication, Globalization Effects on Culture.
 
Unit 3 Media as Culture Manufacturing Industry: Media as Cultural Institutions, Mass Culture Topologies, Indian Heritage, Cultural Values, Sources of Indian Culture, Dance, Songs, Art Forms, Influence of Various Foreign Cultures on India.
 
Unit 4 Folk Culture Heritage of India: Folk Songs, Drama, Theatre, Riddles, Stories, Indian Cultural and Literature, Heritage as Sources of Ideas for Film & TV Programmes.
 
Unit 5 Culture – Communication & Folk Media. UNESCO’s Efforts in the Promotion of Inter-Cultural Communication – Other Organization – Code of Ethics.
 
Book for Reference
1. Culture & Communication - A World View K S Sitaram
2. Hand of Inter-Cultural Communication - Asante
3. An Outlines of Indian Philosophy - Hiriyanna
4. Culture, Communication & Social Change - P Joshi
5. The Effects if Mass Communication - Joseph Klapper
6. Mass Culture, Language & Arts in India - M L Apte
7. Media, Culture & Communication - S Banerjee
8. Media, Culture & Society - A Critical Reader R Collins
9. Folk Music & Mass Media – Shayam Parmer
10. Ramesh N. Rao,  Avinash Thombre (2014) Intercultural Communication The Indian     Context.
11. Fay Patel, Mingsheng Li,Prahalad Sooknanan  (2011) Intercultural Communication Building a Global Community 
12. Chen, G. M. & Starosta, W. (1998). Foundations of Intercultural Communication. Boston: Allyn and Bacon.
13. Gupta, N L. (2000). Cross Cultural Communication:  Global Perspective. New Delhi: Concept Pub House.
14. Martin, J.N. & Nakayama, T.K. (2007).  Intercultural Communication in Contexts.  4th Edition. Mountain View, CA: Mayfield.
 
JMC 4.4: Advertising (Hard Core)
Unit 1 Origin and Development of Advertising in World and in India: Definition and Nature of Advertising, Role of Advertising in Society and Business, Socio-Economic Effects of Advertising, Status of Advertising  industry in India, Marketing Mix.
 
Unit 2 Structure and Function of Advertising Agency: Structure and Functions, Top Advertising Agencies In The World and In India, Advertising Copy, Elements of Advertising; Headline, Slogans, Body, Colour, Trademarks, Illustrations, Logo, Visualization, Themes and Appeals.
 
Unit 3 Kinds of Advertisements: Product, Service, Institutional, Industrial, Public Service and Public Awareness Advertisements, Retail Adverting, Corporate Advertising, Political Advertising, Classified, Outdoor, Social Marketing.
 
Unit 4 Advertising Campaign: Principles and Techniques of Advertising Campaigns, Producing Advertisements; For Print, Radio, Television and Online, Media Selection; Media Mix, Media Planning, 
 
Unit 5 Professional Organizations of Advertising in India.
 
Book for Reference
1. B.S. Rathor; Advertising Management 
2. Chunnawala: Advertising Theory and Practice
3. Frank Jefkins: Advertising Made Simple
4. Wastson, Rinehart and Winston: Advertising 
5. John R. Possiter and Larry Percy: Advertising Communication and Promotion Management 
6. Thomas Russell and Glenn Verrill: Otto Cleppner’s Advertising procedure
 
JMC 4.5: Dissertation (Hard Core)
Every student shall take an independent research work and submit a dissertation (project) report at the end of the fourth semester under the guidance of faculty. Viva voce examination shall be conducted for 50 marks. The viva voce shall be conducted at the end of theory and practical examinations. The project report shall be evaluated for 150 marks by both internal and external examiner