Detailed Syllabus - Introduction to Media and Culture

Introduction to Media and Culture

Unit I - Mass Media in Indian Society

Nature of Indian Society, Mass Media Influence, Media Group Influences, Types of Groups, Functions of Mass Media, Symbolic Function of Mass Media, Using the Media

Unit II: Media and Culture

Introduction, Definition of Culture, Mass Communication and Culture, Media as Cultural Reflectors, Globalization, Audience Fragmentation, Mass Society

Unit III: Media Reflections

Introduction, Media Reflections, Media Influence, Media and the Indian family, Media and Consumerism, Media and Violence, Children and the Media, Children and the Indian Mass Media, Women in the Mass Media

Unit IV Mass Media Effects

Introduction, Features of Mass Media, Media Content, The Audience and Social Structure, Opinion Formation, Socialization Effects of the Media, Mass Media Effects

Unit V Media Literacy & Appreciation

Media Literacy, Media Education, Media Criticism, Importance, purpose and exposure to Media objectivity, appreciation and evaluation of Media Content.

Unit VI Printing

A brief history of printing, printing technology, Color printing

Unit VII Radio & Television

Ownership of radio and television stations, station organization, ownership pattern in cable television, cable system, organizational structure, ancillary businesses in broadcasting, future of the network.

Unit VIII Films

The audience for films, types of films, cinema theatres and cinematograph, film censorship, assessors and regional centres, electronic newspaper.

Unit IX Advertising & Public Relations

Advertising: objectives, campaigns, agency and budget, advertising media, media planning and

Scheduling, advertising effectiveness, Regulations of advertising in India, nature and scope of public relations, house journals, corporate communication,

Professional organizations in public relations