MA-JMC SEMESTER III - Vrindawan University

MA-JMC SEMESTER III-

4301 MEDIA ARTS III: FILMS

Module I: Language of cinema
Shots, camera angles, movements
Mise-en-scene
Dimensions of Sound: sync and non-sync, sound effects, and silence, dialogues, ambient sound.
Narrative Composition: 3 plot structure, Characterization & Dramatic Structure
Ideation and Visualization, Screen Play, Storyboarding

Module II: Production Overview
Three stages of Film Production: Pre-production, Production, Post Production
Lighting
Art Direction
Departments and their role
Role and importance of the director
Division of roles between creative and technical personnel

Module III: Aesthetics of film
Sound as a metaphor
Importance of silence
Misc en scene and interpretations
Continuity vs discontinuity
Film space and screen space
Changing dimensions of pace and rhythm

Module IV: Film Genres
Narrative and non narrative
Fiction: romance, comedy, family drama, suspense thriller
Documentary Film and its sub-gneres
The bollywood masala

Module V: Film Studies
Film Genre and Auteur Theory
Feminist Film Theory
New Wave Cinema
Changing trends in Indian cinema

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4302 RESEARCH – II

Module I: Research Methods
Type of research design: experimental, non-experimental, and quasi-experimental
Introduction to hypothesis testing
Type of variables: independent, dependent and controlled
Data collection: The process of measurement, measuring techniques, levels and problems of measurement, psychometric features of an instrument (reliability and validity), developing a survey questionnaire, secondary analysis, and basic ideas involved in sampling and concise introduction to various sampling strategies
Data Analysis: simple and multiple correlation and regression
Examples when qualitative & quantitative methods of collection and analysis are combined
Computer Softwares for Quantitative and Qualitative Analysis: SPSS for quantitative data, for qualitative data
there are two types: QSR N6 for academic purposes and XSight (QSR, 2004) for market researchers

Module II: Research Writing
Types of writers
Stages of writing: first draft, second draft, final draft and proof-reading
Writing to report vs. writing to learn
Difference between proposal, report and thesis
Writing as a continuous process: defining the idea, methodological framework, pilot project, main findings
Mistakes, Lessons, and Emerging Insights of the Pilot Project
Writing the final findings, insights, questions for future research
Structure and conventions of research writing: Tile of the Project, Abstract, Acknowledgements, Table of Contents
and Indexing, format of referencing, Difference between footnotes and endnotes, Presenting tables, graphs, diagrams, and appendix.

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4303 MEDIA PLANNING AND BRAND MANAGEMENT

PART I: MEDIA PLANNING
Module I: Media Planning
Planning is the strategic formulation of activities design to carry
out the goals or objectives of the advertising program. The planner decisions are directed by a
series of questions:
Whom is the campaign directed to
Where will the campaigns run
How long will the campaign run
When will the campaign run
What degree of target coverage and repetition of exposure are necessary
Integrating science with creatively in advertising.
Role of media in the Marketing Framework.
Media Planning framework
Developing Media Strategy-the media mix, Factors influencing media strategy decision.
Media availability & economics.

Module II: Overview
Media types characteristic of major media forms.
Electronic media-The global goose
Outdoor Advertising-They do not circulate market circulates around them
Transit advertising
Internet-news born medium for the millennium.

Module III: Matching media & market
Geographical selectivity, reach & frequency.
Maximizing advertising exposure.
Media briefing
Media scheduling
What patterns of exposure works best
Timing the effective exposure and finding time opportunities to communicate
Media budget

Module IV: Selecting and buying acceptable media
Media Buying functions
New trends
Increasing complexity in Media Buying

PART II: BRAND MANAGEMENT
Module V: Brand Concepts
Evolution of Brands
Brands & Products
Brand Perspectives
Brand Differentiation
Brand Positioning
Brand Image
Brand Equity
Brand Extention

Module VI: Branding Strategies
Closing Branding Strategies
Products Branding
Line Branding
Range Branding
Umbrella Branding
Source/Double Branding
Endorsement Branding

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4304 MEDIA LAWS AND ETHICS

Module I: Introduction
Defining Ethics
Truth, Fairness & Objectivity
Sources of Information
Case Studies: Aarushi & the Indian media

Module II: Constitutional Framework
Constitutional Provisions on freedom of speech and expression
Constitutional Restrictions on freedom of speech and expression
Law on Morality, Obscenity and Censorship

Module III: Media Laws
Contempt of court (Reporting on the judiciary)
Defamation
Right to Privacy
Intellectual Property Rights
Right to Information (Official Secrets Act, 1923, The Evidence Act, 1872)
Cinematograph Act

Module IV: Media Ethics
Editorial content & integrity
Editorial & advertorial
Meeting Advertisers’ Needs
Press Council Guidelines
Broadcast Regulation
Sting Journalism
CoCA and trial by the media
Case Studies: Uma Khurana sting operation, other relevant case studies

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4305 DEVELOPMENT COMMUNICATION

Module I: Concept and indicators of development
Definition, meaning and process of development
Theories and paradigms of development – unilinear and non-unilinear theories/paradigms
Characteristics of underdeveloped economics
Ingredients (5Ms) of development and money generation
MNCs and foreign aid
Basic needs model
Indicators of development
Communication, Democracy, Human Rights as an indicator, Sustainable development, Social Relations [inequality]

Module II: Development theories and issues
Diffusion of Innovation, Empathy, theory of Magic multiplier, localized approach
Development support communication – Extension Approach:- Health and FW, Women empowerment, Literacy & Education, Unemployment, Watershed management, Harvesting, Participation in development

Module III: Media and Development
Role of communication in development process
Development message design and communication
Role and performance of Print, Radio, TV, Outdoor publicity in Indian perspective, Cyber media and development
Traditional media – music, drama, dance, puppetry, street play, fairs, festivals and their role in Development Communication
NGOs and development – preparing projects, Communication for rural development (INDIAN PERSPECTIVE): Panchayati Raj, Advancement in farming and alternative employment, Urban sanitation, Slum development, sanitation, Communication for Tribal development, Wild life and forest conservation etc.

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4306 DIGITAL MEDIA

Module I: Concept of Graphics
Understanding graphics, Types of graphics, Understanding animation, Difference between graphics and animation, Conventional aspects of graphics and animation, new form of animation /recent trends.

Module II: Concept
Traditional media vs Digital Media, Print TV Cyber and graphics
Advanced technologies, Use of DTP, beginning of E-paper. Digital TV.

Module III: Cyber Media
Importance and need of cyber media. Effective use of cyber media,
Social Media, Social Networking sites.
Effective use of Social Media

Module IV: Fundamentals of Sound & Video Editing
Types of sound formats- WAVE, MP3, Video Editing, Special Effects, after effects.
Mixing of Stereo, Mono, and Multi-track sound
Mixing the composed sound with the animation

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4351 COMMUNICATION SKILLS – III

Module I: Mechanics and Semantics of Sentences
Writing effective sentences
Style and Structure

Module II: Developing writing skills
Inter – office communication: Business Letter; E mails; Netiquette
Intra – office communication: Memos, Notices, Circulars, Minutes
Report Writing

Module III: Business Presentations
Planning, design and layout of presentation
Information Packaging
Audience analysis
Audio visual aids
Speaking with confidence
Case Studies

Text & References:

4351 COMMUNICATION SKILLS – III

Module I: Mechanics and Semantics of Sentences
Writing effective sentences
Style and Structure

Module II: Developing writing skills
Inter – office communication: Business Letter; E mails; Netiquette
Intra – office communication: Memos, Notices, Circulars, Minutes
Report Writing

Module III: Business Presentations
Planning, design and layout of presentation
Information Packaging
Audience analysis
Audio visual aids
Speaking with confidence
Case Studies

4351 BEHAVIOURAL SCIENCE – III (LEADING THROUGH TEAMS)

Module I: Teams: An Overview
Team Design Features: team vs. group
Effective Team Mission and Vision
Life Cycle of a Project Team
Rationale of a Team, Goal Analysis and Team Roles

Module II: Team & Sociometry
Patterns of Interaction in a Team
Sociometry: Method of studying attractions and repulsions in groups
Construction of sociogram for studying interpersonal relations in a Team

Module III: Team Building
Types and Development of Team Building
Stages of team growth
Team performance curve
Profiling your Team: Internal & External Dynamics
Team Strategies for organizational vision
Team communication

Module IV: Team Leadership & Conflict Management
Leadership styles in organizations
Self Authorized team leadership
Causes of team conflict
Conflict management strategies
Stress and Coping in teams

Module V: Global Teams and Universal Values
Management by values
Pragmatic spirituality in life and organization
Building global teams through universal human values
Learning based on project work on Scriptures like Ramayana, Mahabharata, Gita etc.

Module VI: End-of-Semester Appraisal
Viva based on personal journal
Assessment of Behavioural change as a result of training
Exit Level Rating by Self and Observer

Text & References:

4351 FRENCH – III

Unité 6: se faire plaisir

Unité 7: Cultiver ses relations

Text & References:

le livre à suivre : Campus: Tome 1

4352 GERMAN – III

Module I: Modal verbs
Modal verbs with conjugations and usage
Imparting the finer nuances of the language

Module II: Information about Germany (ongoing)
Information about Germany in the form of presentations or “Referat”– neighbors, states and capitals, important cities and towns and characteristic features of the same, and also a few other topics related to Germany.

Module III: Dative case
Dative case, comparison with accusative case
Dative case with the relevant articles
Introduction to 3 different kinds of sentences – nominative, accusative and dative

Module IV: Dative personal pronouns
Nominative, accusative and dative pronouns in comparison

Module V: Dative prepositions
Dative preposition with their usage both theoretical and figurative use

Module VI: Dialogues
In the Restaurant,
At the Tourist Information Office,
A telephone conversation

Module VII: Directions
Names of the directions
Asking and telling the directions with the help of a roadmap

Module VIII: Conjunctions
To assimilate the knowledge of the conjunctions learnt indirectly so far

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4353 SPANISH – III

Module I
Revision of earlier semester modules
Set expressions (idiomatic expressions) with the verb Tener, Poner, Ir….
Weather

Module II
Introduction to Gustar…and all its forms. Revision of Gustar and usage of it

Module III
Translation of Spanish-English; English-Spanish. Practice sentences.
How to ask for directions (using estar)
Introduction to IR + A + INFINITIVE FORM OF A VERB

Module IV
Simple conversation with help of texts and vocabulary
En el restaurante
En el instituto
En el aeropuerto

Module V
Reflexives

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4355 CHINESE – III

Module I
Drills
Dialogue practice
Observe picture and answer the question.
Introduction of written characters.
Practice reading aloud
Practice using the language both by speaking and by taking notes.
Character writing and stroke order

Module II
Measure words
Position words e.g. inside, outside, middle, in front, behind, top, bottom, side, left, right, straight.
Directional words – beibian, xibian, nanbian, dongbian, zhongjian.
Our school and its different building locations.
What game do you like?
Difference between “hii” and “neng”, “keyi”.

Module III
Changing affirmative sentences to negative ones and vice versa
Human body parts.
Not feeling well words e.g. ; fever, cold, stomach ache, head ache.
Use of the modal particle “le”
Making a telephone call
Use of “jiu” and “cal” (Grammar portion)
Automobiles e.g. Bus, train, boat, car, bike etc.
Traveling, by train, by airplane, by bus, on the bike, by boat.. etc.

Module IV
The ordinal number “di”
“Mei” the demonstrative pronoun e.g. mei tian, mei nian etc.
use of to enter to exit
Structural particle “de” (Compliment of degree).
Going to the Park.
Description about class schedule during a week in school.
Grammar use of “li” and “cong”.
Comprehension reading followed by questions.

Module V
Persuasion-Please don’t smoke.
Please speak slowly
Praise – This pictorial is very beautiful
Opposites e.g. Clean-Dirty, Little-More, Old-New, Young-Old, Easy-Difficult, Boy-Girl, Black-White, BigSmall, Slow-Fast … etc.
Talking about studies and classmates
Use of “it doesn’t matter”
Enquiring about a student, description about study method.
Grammar: Negation of a sentence with a verbal predicate.

Text & References:

“Elementary Chinese Reader Part I, Part-2” Lesson 21-30

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