(Ability Enhancement Course/Skill Enhancement Course/Open Generic Elective course from the School of Media Studies)
AEC-104-MPCS: Media, Peace and Conflict Studies (MPCS)
Continuous Internal Assessment (CIA): 40 marks
Examination (ESE): 60 marks
Objective: To introduce students to conflict studies and role of media in fostering peace
Unit I:
Introduction to Media, Peace and Conflict Studies (MPCS)
Conflict: Typology and Stages
Dynamics: Issues and stakeholders
Human face of the conflict
Unit II:
Role of media in conflict
Conflict reporting
Challenges and check-list
Case studies: Experiences in reporting conflict zones
Unit III:
Introduction to conflict resolution and transformation
Peace building, Resolution models
Role of civil society and NGOs
Truth & Reconciliation Commission (TRC): Case Studies
Unit IV:
Universal Declaration of Human Rights (UDHR)
Geneva Convention (Protocol 1- Article 29)
International Humanitarian Law
Human rights in Indian constitution
Select read:
Oliver Ramsbotham, Tom Woodhouse, Hugh Miall ‘Contemporary Conflict Resolution’, Polity Press, Oxford, UK
Laxmi Murthy, ‘Handbook of Conflict Resolution’, SAFAR Publications
David P. Barash, Charles P. Webel, ‘Peace and Conflict Studies’, Third Edition, SAGE
Niall Ferguson,‘The war of the World: History’s Age of Hatred’, Penguin Books Ltd.
SEC-102-DPE: Digital Photography and Image Editing
Continuous Internal Assessment (CIA): 40 marks
Examination (ESE): 60 marks
Objective: Introduction to digital photography and improvements in image production induced by technological advancement
Unit I
Digital photography - elements and principles
Photography as a Visual language
Unit II
Parts of Camera
Cameras; types
Accessories
Unit III
Photographing people; Portraits
Still Life
Landscapes
Unit IV
News values for pictures
Photo-essays
Qualities essential for photojournalism
Practical, field assignments and their evaluation
Select read:
David Pogue's Digital Photography: The Missing Manual by David Pogue (2009)
O’Reilly Media, Inc.’ Build a Better Photograph: A Disciplined Approach to Creativity by Michael Stern (2009)
Rocky Nook Words and Pictures: An Introduction to Photojournalism by Hicks & Wilson (1952), Harper
The Digital Photography Book (Boxed set Part 1,2,3 and 4) by Scott Kelby (2014), Peachpit Press
The Photographers Eye: Composition and Design for better Digital Photos by Michael Freeman (2007), Focal Press
The Art of Photography: Approach to Personal Expression by Bruce Barnbaum (2010), Wiley Harper
OGE-101-AMPR: Advertising Management & PR
Continuous Internal Assessment (CIA): 40 marks
End Semester Examination (ESE): 60 marks
Objective: To introduce students to Advertising concepts, Public Relations
Unit I
Advertising: Concept and definition, Historical development,
Society and advertising- Ethics and Social Responsibility,
Types of advertising- Consumer, Corporate, Industrial, Retail, National, Trade, Professional, Social
Unit II
Advertising Agencies-structure and function of different departments, Advertising and Marketing, Marketing Mix, Consumer Behavior,
Brand Image Advertising Models: AIDA, Hierarchy of Effects,
Diffusion of Innovation Model, A. H. Maslow’s Human Needs Structure
Advertising Appeals: Rational, Emotional, and Moral Appeal, Consumer behavior
Unit III
Media Planning, Creativity- Media selection, Visualization-Idea Generation Techniques,
Elements of copy- headlines, sub-head, Body Copy, Slogan, Logo, Principles of Design and Layout
UNIT IV
Public Relations: Concept and definition, Evolution and growth of Public Relation,
PR in India, Case study of PR institutions (IPRA etc.) Tools of PR: Press release, House Journals, Exhibitions, Brochures, Audio Visual presentations, Public Relations and Advertising, Public Relations and Propaganda
Select Read:
Advertising Management by Donald W Jugenheimer, Larry D Kelley,
Fogarty Klein Monro: Routledge Public Relations by Edward L. Bernays
Advertising Management by C.L. Tyagi, Arun Kumar: Atlantic Publishers
Contemporary advertising by William F Arens,
Introduction to Advertising and Marketing by R B Evans
Advertising theory and Practice by S A Chunawalla