Media and Communication Skills is designed to introduce learners to the fundamentals of communication and the various forms of mass media that shape today’s information landscape. Through engaging video lectures and interactive activities, students will gain an understanding of key concepts in mass communication, with focused modules on print, broadcast, and digital media. The course aims to train students on advertising with emphasis on creative strategies, visualisation and copywriting for advertisements and commercials. In addition, learners will receive lectures on writing for print media, including how to craft compelling editorials and feature stories, along with techniques for conducting interviews and developing scripts for radio and television productions including news.Course ObjectivesAt the end of this course, students will be able to:1. Define the fundamentals of mass communication and its various forms2. Examine the impact of globalization on mass media and the flow of information.3. Write and edit news stories for print, broadcast and digital media4. Develop scripts for radio and TV programmes5. Describe the characteristics of advertising and its functions6. To gain knowledge

Syllabus

Week 1Meanings and Concepts of a) Media and b) CommunicationTypes, Characteristics and Purpose of CommunicationBasic theories of CommunicationCommunication and Culture
Week 2Mass media in India: A brief overviewMedia Globalization: Definitions and TheoriesMedia ownership in IndiaInternational news agencies
Week 3Media and cultural imperialismMedia in the era of digital globalizationE-commerce in India after GlobalizationPlatform-based economy in the Indian context
Week 4Writing for print: Basic journalistic principlesNews values and journalistic responsibilitiesGathering accurate and incredible information: Finding news and sourcesBeats: Pitching ideas for stories
Week 5 Preparing for speeches, rallies and planned eventsReporting and writing spot newsStructure of editorials and opinion piecesWriting for online media
Week 6Evolution of radio newsStorytelling for radioWriting for spoken word
Week 7Effective interviewing skills and field reportingTechnical skills required for producing broadcast and podcast quality contentLive broadcasting and newsroom management
Week 8Television news landscape in IndiaTelevision news writing and script developmentReporting and on-camera presentation
Week 9Visual storytellingTelevision newsroom management and broadcast productionEthical dilemmas and editorial decision making

Week 10 Origin and importance of advertisingThe role of advertising and promotionUnderstanding Consumers: Market and consumer segmentation
Week 11 Branding and brand marketingIntegrated Marketing communicationAdvertising Theories and Models- AIDA Model, DAGMAR Model, Hierarchy of Effects, Maslow’s Hierarchy of Needs
Week 12 Types of Advertising: Print, Radio, TV, Digital, Outdoor and AmbientCreative planning and development: Creative Process and Message strategyCreative brief and the copywriter’s role: Ad strategy, copy and design
Week 13 Rational and emotional appeals in advertisementsMedia planning and strategySocial, ethical and regulatory aspects of advertising
Week 14 Ad campaigns: Case studiesLev Manovich: What is New Media?Characteristics of digital media
Week 15 Social Media and AICreating and curating content for social media blogging platformsFact checking measures to tackle misinformation