B.Sc. VISUAL COMMUNICATION CURRICULUM 2018-19
Transcript of B.Sc. VISUAL COMMUNICATION CURRICULUM 2018-19
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 1
B.Sc.VISUALCOMMUNICATION
CURRICULUM2018-19
SEMESTER-1 SUBJECTCODE SUBJECTS CREDITS HOURS CA ESE T/P
English 3 4
Language 3 4
ValueEducation 1 2
Major IntroductionToVisualCommunication
5 6 50 50 T
Major VisualCulture 4 4 50 50 T
AlliedI ArtAndDesignStudies
6 6 50 50 P
GCorBTorAT BasicOfVisual
Communication
2 4 50 50 T
Total 24 30
SEMESTER-2
SubjectCode SUBJECTS CREDITS HOURS CA ESE T/P
English 3 4
Language 3 4
ValueEducation 1 2
Major WritingForMedia 5 6 50 50 P
Major HistoryOfMedia 4 4 50 50 T
AlliedI BasicOf2DIllustration
6 6 50 50 P
GCorBTor
ATBasicOfVisual
Communication
2 4 50 50 T
Total 24 30
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 2
SEMESTER-3 SubjectCode SUBJECTS CREDIT
S
HOURS CA ESE T/P
English 3 4
Language 3 4
PersonalityDevelopment - 2
Major BasicPhotography 4 4 50 50 P
Major Management&
MarketingforMedia
4 4 50 50 T
Major ComputerGraphics 4 4 50 50 P
AlliedII Elective:MediaTheories/MediaPsychology
4 4 50 50 T
IDE PresentationSkills 3 4
Total 25 30
SEMESTER-4
SubjectCode SUBJECTS CREDITS HOURS CA ESE T/P
English 3 4
Language 3 4
PersonalityDevelopment 3 2
Major FilmStudies 4 5 50 50 T
Major Advertising&Public
Relations
4 4 50 50 T
Major ResponsiveWebDesign 3 3 50 50 P
AlliedII Elective:RadioJockeying/VideoJockeying
4 4 50 50 P
EnvironmentalStudies 2 4
Total 26 30
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 3
SEMESTER–5
SubjectCode SUBJECTS CREDITS HOURS CA ESE T/P
Major MediaResearch 4 4 50 50 T
Major MediaLaws&Ethics 3 4 50 50 T
Major
3DModellingAnd
Animation
6 8 50 50 P
Major TelevisionProduction 6 8 50 50 P
Computertraining
Post-Production 3 2 50 50 P
GE CreativePainting 3 4 50 50 P
Total 25 30
SEMESTER–6
SubjectCode SUBJECTS CREDITS HOURS CA ESE T/P
Major InstructionalDesign 5 15 50 50 P
Major Project 5 15 50 50 P
Major Internship 5 -- 50 50 P
ExtensionActivities
PhysicalEducation
ServiceLearningProgram
NSS/NCC/SPORTS/SCRUB
DeptAssociationActivities
1
Total 16 30
GrandTotal
(Sem1to6)
140
Credits
180
Hours
Apartfromtheaboverequirementsstudentisexpectedtohavecompletedamandatoryinternshipprogramduringhis/hersecondyearforaperiodofonemonth.
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 4
SEMESTERI
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 5
INTRODUCTIONTOVISUALCOMMUNCIATION
CODE: CREDITS:5IYEAR–ISEMESTER–MAJOR-T HOURS:6OBJECTIVE
Ø ToprovidethefundamentalsofHumanCommunicationØ TounderstandthemodelsofCommunicationandmassmediaØ Togiveanideaaboutvisualanalysisandtechnologies.
UNITI Communication - Definition, Need for Human Communication and VisualCommunication.Types&LevelsOfCommunication,BarriersOfCommunication,TypesofMassMedia,Functions&CharacteristicsofMassMediaandMassAudience.UNITII
Elements Of Communication, Western Models Of Communication – Aristotle,Lasswell,ShannonAndWeaver,OsgoodAndSchramm,SMCR-Berlo,Knapp’sModelsOf Relationship Escalation And Deterioration, Indian Theories Of Communication,SadharanikaranModel.UNITIII UnderstandingCommunication–MeaningOfContent,Connotation,Denotation,Culture, Signs, Symbols And Codes, Measuring The Levels Of Communication –Technical,SemanticAndPragmatic.UNITIV
VisualProcess,VisualandSensoryPerception,ColourPsychology,Optical/VisualIllusion, Visual Saturation. Visual Technologies- Virtual & Media Reality, ArrestingReality,SpaceandPerspective,NewTrendsinVisualTechnologies.UNITV
ReadingtheVisual-seeingasReading,TheHabitusandCulturalLiteracies,popculture, Seeing in Context, Time AndMotion, Text And Inter-Text. Selling the Visual-MediaasaCommodity.METHODOLOGY:
TopicswillbetaughtthroughLectures,Assignment,andDiscussionswhichwillbeaidedbySeminars,RolePlay,Debates,BrainStormingSessions,A/VContentandpublishedmaterialstoprovideandenhancethesubjectknowledge.REFERENCE:KEYTEXT
1. NancyBonvillainLanguage,Culture,andCommunication7thEdition2. KevalJ.Kumar(2012)MassCommunicationinIndia.4thEdition3. TonySchiratoandJohnWebb(2004)UnderstandingtheVisual.SAGEPublications.
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PRINTSOURCE
1. MarcelDanesiPh.D.Messages, Signs,andMeanings:ABasicTextbook inSemioticsandCommunication(StudiesinLinguisticandCulturalAnthropology)3rdEdition
2. Lester(2000)VisualCommunication:ImagesandMessage.ThomsonLearningPress3. ArthurAsaBerger(1982)Seeingistobelieve.AnintroductiontoVisualCommunication.
PrenticeHall4. McGrawHill,OttoG.Ocvrik,TolbertE.Stinson,PhilitR.Wigg,RobertO.Bone,DavidL.
Cayton(1998)ArtFundamentals–TheoryandPractice.E-SOURCEhttp://www.iacact.com/?q=modelshttps://adhikary.wordpress.com/2010/05/23/sadharanikaran-model-of-communication-and-conflict-resolution/http://shodhganga.inflibnet.ac.in/bitstream/10603/76571/7/07_chapter%201.pdfhttps://monoskop.org/images/0/07/Sebeok_Thomas_Signs_An_Introduction_to_Semiocs_2nd_ed_2001.pdfhttp://www.wayanswardhani.lecture.ub.ac.id/files/2013/09/Semiotics-the-Basics.pdfhttps://pdfs.semanticscholar.org/8b8a/3b9a47eb948866b75c03727493c3eac9970a.pdfRECOMMENDEDREADING
1. MichaelMaher(July25,2016)TheSevenLevelsofCommunication:GofromRelationshipstoReferrals
2. GregoryHartley,MaryannKarinch(January1,2010)TheBodyLanguageHandbook:HowtoReadEveryone'sHiddenThoughtsandIntentions
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VISUALCULTURE
CODE: CREDITS:4IYEAR–ISEM–MAJOR-T HOURS:4OBJECTIVE:
Ø ToimpartknowledgeonvisualartsandcultureØ TounderstandandappreciatethemajorartmovementinIndiaandinthewestØ Toimprovetheinterpretationofcommunicationthroughculture
UNITI
Introduction to Visual Culture - Architecture, Painting- techniques of paintingandSculpture–typesofrelief.AncientArt,EgyptianArt-Mastaba,Pyramid,Egyptianlaw of frontality, Paintings, Egyptian Beliefs. Greek Art -Hellenes, Greek Philosophy,FirstOlympiad, Greek Column and its types, Theatre, Kouros figure, GreekVases andpaintings. Roman Art –Emperor Augustus, Capitals, Vault, Pantheon, Basilica,Amphitheatre,Trajan’sColumn,HeadofanUnknownandPaintings.
UNITII
Introduction to ChristiansArt –Mosaic, Calligraphy, stain glass. Examples fromMedievalPeriod,EarlyChristianArt,ByzantineArt,RomansqueArt,GothicArt.
UNITIII
RenaissancePeriod–EarlyAndHighRenaissancePeriod[Donatello,GiottoAndMasaccio, Leonardo Da Vinci, Michael Angelo, Titian, Raphael] Baroque Period,Rembrandt,Bernini,Caravaggio,WhatisRococo?
UNITIV
Protohistoric Period - Indus Valley Civilization , Architecture- Town planning,Privy, Great Bath, Granary, Lothal Key Plan, Sculpture – Bearded Man, Dancing Girl,Seals. Buddhist art – structures by Ashoka, Stupa, Stambha, Vedikas, Toranas. AjantaandEllora.
UNITV
South Indian Temples –Rathas at Mamallapuram, Tanjore, Brahadeeswaratemple,MaduraiMeenakshiTemple.AdventofModernArt,Contemporary IndianArt,IntroductiontoBengalSchool. METHODOLOGY:
Theoretical inputs through classroom lectures and group exercises coupledwith A/Vscreening,analysisofartthroughages.
REFERENCE:KEYTEXT
1. EdithTömöry(1989)AHistoryofFineArtsinIndiaandtheWest2. HelenGardner(1926)Gardner'sArtThroughtheAges
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1. OUPIndia,B.N.Goswamy(5Feb2018)OxfordReadingsinIndianArt2. SusieHodge(September6,2016)ArtinMinutes
E-SOURCEhttp://content.inflibnet.ac.in/data-server/eacharya-documents/548158e2e41301125fd790cf_INFIEP_72/94/ET/72-94-ET-V1-S1__ic-25-lec.pdfhttps://www.history.com/topics/renaissance-arthttp://cks.in/wp-content/uploads/2012/10/06_Visual-Culture.pdfhttp://ncert.nic.in/ncerts/l/kefa106.pdfhttp://content.inflibnet.ac.in/data-server/eacharya-documents/548158e2e41301125fd790cf_INFIEP_72/94/ET/72-94-ET-V1-S1__ic-25-lec.pdf’RECOMMENDEDREADING
1. ElkeLindaBuchholz,SusanneKaeppele,KarolineHille, IrinaStotland ,GerhardBuhler(1Nov2007)Art:AWorldHistory
2. AnilRaoSandhyaKetkar(2Jan2017)TheHistoryofIndianArt***FieldStudytoSanthomeCathedral-EarlyChristianArtandArchitecture,St.ThomasMountChurch–ChristianArt,Mamallapuram–Rathas,ShoreTemple,RockCutSculptures,SenjiFort–IndianArchitecture.
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ARTANDDESIGNSTUDIES
CODE: CREDITS:6IYEAR–ISEM–ALLIEDI-P HOURS:6OBJECTIVE:
Ø ToprovideknowledgeonbasicsofdrawingØ TounderstandandutilizetheskillswithdifferentmaterialsØ Towidentheperspectivesonprinciplesofdesign,typographyandcampaigndesign
UNITI
BasicsofDrawing:LineStudy-StraightLine,Zigzag,CurvesandCircles,Spiral,Knots,Waves. Shapes and Forms – 2D to 3D Drawing (Objects, Still Life, Leaves andTrees).ShadingTechniques-Hatching,CrossHatching,Stippling,Scumbling,SmudgingandScribbling.ElementsofArt–Dot,Line,Shape,Form,Value,Colour,Texture.UNITII
Material Studies – Pencil, Pastel, Poster, Acrylic,Water Colour, Indian Ink andPen,Charcoal.StillLife,PrinciplesofStillLife.UNITIII Colour Study - Understanding Colours, Primary, Secondary, Tertiary Colours,Colour Wheel. Understanding Space, Colour, Light, and Shade through LandscapeStudies. Principles of Design - Balance, Proportion, Rhythm, Harmony, Perspective,Composition,Movement,Unity.UNITIV
Typography:FontFamily–SerifandSansSerif.Arial,TimesNewRoman,Impact,ComicSans,Gothic,Calibri,MonotypeCorsivaandFreeStyling.
UNITV
DesignandTypesofLogo,VisitingCard,LetterHead,Poster,Brochure,Banner,Dangler,Bunting,PrintAd,PackageDesign,Mascot.
METHODOLOGY:• Extensivestudiodemonstrationsandpracticalsessions[IndoorandOutdoor]• Classprojectswillbeassignedperiodicallywithstudenthaving theoptionofworking
independentlyandsubmittingtheirworkontheassigneddates• Recurrentobservationsandcriticismswillbedoneandguidedaccordingly
REFERENCE:KEYTEXT
1. Guptill Arthur (1984) Free Hand Drawing Self-Taught. Watson Guptill Publication,Newyork.
2. PaperPeonyPress (October27,2017)LetteringandModernCalligraphy:ABeginner'sGuide:LearnHandLetteringandBrushLettering.PaperPeonyPress.
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1. WalterFosterCreativeTeam(September1,2005)ArtofBasicDrawing:Discoversimplestep-by-steptechniquesfordrawingawidevarietyofsubjectsinpencil-Collector'sSeries.WalterFosterCreativeTeam.
2. PundalikVazeTheArtofShadingNatureandLandscape.JyotsnaPrakasanPublications.E-SOURCEhttp://helloartsy.com/https://practicaltypography.com/what-is-typography.htmlhttp://learning.gov.wales/docs/learningwales/publications/130424-art-and-design-guidance-en.pdfhttp://www.aproged.pt/biblioteca/handbookofdrawing.pdfRECOMMENDEDREADING
1. Basicsoflightingandshading2. Basicsofstilllifeandlandscapesdrawing3. TheBigAwesomeBookofHand&ChalkLettering
ESERECORDWORKSUBMISSIONDETAILS
Record should contain at least TWObest exercises, submitted as assignments,whichshouldbeapprovedbytheSubjectIncharge.
Eachofthetopicsshouldhavewrittenbriefs,scribblesandfinalartwork.Cuttingandpasting work for advertisements must be done with design elements (logos, illustrations,lettering,etc.)createdbythestudentsindividually.(Cuttingandpastingfrommagazineoranyothersecondarysourceswillnotbeallowed).
CONTENT1. Basicsoflinedrawing-StraightLine,Zig-Zag,Curves,Circles,Spiral,Knots,Waves2. Typesofshadingtechniques-Hatching,Crosshatching,Scumbling,Stippling,
Smudging,Scribbling3. Shapetoform4. Colourwheel5. Landscapewithdifferentmedium6. Stilllifewithdifferentmedium7. Typography-FontFamilyandCreativeFonts8. LogoDesign9. VisitingCard10. Banner11. Letterhead12. Dangler13. Poster14. Brochure15. PrintAd16. Bunting17. PackageDesign18. Mascot.
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BASICSOFVISUALCOMMUNICATION
CODE: CREDITS:2IYEAR–ISEM–GC -T HOURS:4OBJECTIVE:
Ø Togiveanoverviewtovisualcommunication.Ø To expose the students to the opportunities available for careers in visual
communicationcourse.
UNITINeed for communication. What is communication? Communication as process
Communicationmodels.Non-verbalcommunication.Communicationandcommunity.
UNITIIMeaning of messages. Connotation and Denotation. Culture. Codes, levels of
communication:technical,semantic&Pragmatic.
UNITIIIOrientation to drawing – different tools of drawing, pencil sketches,
watercolours,paintings-mixedmedia.
UNITIVPrintmediumillustrationtechniques,principlesofdesign,designfundamentals
for layout.Film&Television.Characteristicsofdifferentmedia.Approachestodesign.Elementsofdesign,shape,space,colour,texture,formetc.Principlesofdesign:rhythm,content,Balance.
UNITV
Basicsofgraphicdesign,elementsofgraphicdesign, theprocessofdevelopingideasverbalvisuals&combination.Visualthinking.Materialandtools.METHODOLOGY:
Classroom exercises coupled with practical exposure to different kinds ofmedium. Lectures, guest lectures, seminars, group discussion, use of print and e-resourcesREFERENCE:ArthurAsa.Bergerseeing is tobelievean introduction toVisualCommunicationprenticehallpublications–1976
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SEMESTERII
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HISTORYOFMEDIA
CODE:CREDITS:4IYEAR-IISEM–MAJOR-T HOURS:4OBJECTIVE:
Ø TointroducethevariousFolkMediaandTraditioninIndiaØ TounderstandtheriseandgrowthofmediathroughgenerationsØ Tocomprehendtherecenttechnologiesanditsusage
UNITI
EmergenceandDevelopmentofFolkMedia,TraditionalFolkMedia–Meaning,Characteristics, Its difference from Mass Media, Different Forms of Folk Media:Tamasha,Pawada,Keertana,Yakshagana,Therukoothu,Nautanki,Jatra,Bhavai,RamlilaandRaslila,Puppetry:FormsInDifferentStates.OraltoElectronicMedia.
UNITII
EmergenceandDevelopmentPrintMedia.AdventofPrintingPressinIndiaandNewspaper,FormsandGenres,NewTrends,AdvantagesandDisadvantages
UNITIII
Emergence and Development of Radio as a Medium of Mass Communication,FormsandGenres,NewTrends.FMRadio,SatelliteRadio, InternetRadio,CommunityRadio,VisualRadio.UNITIV
EmergenceandDevelopmentOfTVAsMediumOfMassCommunicationInIndia,StoryOf IndianTVAdventAndGrowthOfSatelliteAndCableTV In India.FormsandGenres,DTH,INTERNET,CHROMECAST,ANDROIDTV.NewTrends.FilmasMediumofCommunication,HistoricalDevelopmentofFilminIndia,RegionalCinema.UNITV
Emergence and Development of SocialMedia, NewMedia Technologies, SocialNetworkingSites,MediaConvergence,InteractiveFeatures.
METHODOLOGY:
TopicswillbetaughtthroughLectures,Assignment,andDiscussionswhichwillbeaidedbySeminars,Debates,BrainStormingSessionsandpublishedmaterials.REFERENCEKEYTEXT
1. AsaBriggsandPeterBurke(14December2001)ASocialHistoryoftheMedia:FromGutenbergtotheInternet.3rdEdition
2. NadiqKrishnaMoothy(1966)IndianJournalism.Prasaranga,UniversityofMysore.
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PRINTSOURCE1. ChatterjeeP.C.(1990BroadcastinginIndia.Sage,NewDelhi.2. LuthraI.I.R(1986)IndianBroadcasting.PublicationsDivision,NewDelhi.3. Wendy Hui Kyong Chun, Anna Watkins Fisher, Thomas Keenan (21 Sep 2015) New
Media,OldMedia:AHistoryandTheoryReader4. WouterdeBeen,P.Arora,M.Hildebrandt(1Jan2015)CrossroadsinNewMedia,
IdentityandLaw:TheShapeofDiversitytoCome
E-SOURCE:https://ipfs.io/ipfs/QmXoypizjW3WknFiJnKLwHCnL72vedxjQkDDP1mXWo6uco/wiki/List_of_Indian_folk_dances.htmlhttps://mcluhangalaxy.wordpress.com/2015/06/09/the-3-eras-of-communication-according-to-mcluhan-innis/RECOMMENDEDREADING:
1. KevalJ.Kumar(2012)MassCommunicationinIndia.4thEdition2. HenryJenkins(1Sep2008)ConvergenceCulture:WhereOldandNewMediaCollide3. HelmutKipphan(2001)HandbookofPrintMedia:TechnologiesandProductionMethods
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 15
WRITINGFORMEDIA
CODE: CREDITS:5IYEAR–IISEMMAJOR-P HOURS:6OBJECTIVE:
Ø TodevelopthewritingskillsanddifferentformatsformediaØ TopublicizethethoughtsindiversemediaplatformsØ Toestablishthecommandoverlanguageusingmedia
UNITI
Introduction to writing, History and Process of Word making and change ofmeaning, perspective writing, Effective Writing, Types of Writing – Expository,Descriptive, Persuasive, narrative, Usage of Punctuation marks, Writing for MassAudience.MicrosoftOffice-Word
UNITII
NEWSWRITING:Whatisnews?Newsvalues,Differentkindsofthenews,sourceof news, layout of a Newspaper, organizational structure of the newspaper industry,kindsofreporting.Differencebetweenfeature,articleandeditorial.NewsWriting:5Wsand 1H, the inverted pyramid, the chronological story, the composite story, featurenews,Columnwriting,editorial.Headlines–types,Newtrends.AdobeInDesign
UNITIII
SCRIPTWRITING: Introduction to script and its formats, Process of scriptwriting-research,premise,synopsis,outline,treatment.Scriptwritingformat–MasterScript, Single Column Format, Two Column Format, Screenplay Format. Scripting forfiction: Story & Plot, Characterization, Three Act Structure. Script for TV, Radio,Documentary,PSA,TVC.CeltexUNITIV
CORPORATE WRITING: Publication Design, Newsletter Preparation, PublicityWriting, Business Letter [Positive News Letter, Negative News Letter, FundraisingLetter, Cover Letter], Email,Memo, Proposal, PressRelease, Report [ProgressReport,InformativeReport,RecommendationReport,BusinessPlan].Blogger,WordPress
UNITV
WRITING FOR DIGITAL SPACE: Writing Techniques, Sentences, Links, andTables, Meaningful Linking, Effective Illustrations and Design, ContentStrategy,Message,Media,Style,andTone,ConversationsandKeyMessages,PartsandPurposesof a site, Current Platforms - Blogs/ Vlogs, WordPress, Twitter, Facebook, Tumblr,providing credit/courtesy and copyrights, memes, captioning and commenting.Multimediacampaign.SNS.METHODOLOGY:
• Classroominteractionandpresentationswithillustrations• LecturesfromResourcepersonalitiestogivethebigpicture• RecurrentClassprojectswillbeassignedwhichwillbecritiquedandassessed.
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REFERENCE:KEYTEXT
1. WalterFox(1Jun2001)WritingtheNews:AGuideforPrintJournalists2. UshaRaman(15Dec2009)WritingfortheMedia3. LajosEgri(1946)TheArtofDramaticWriting:ItsBasisintheCreativeInterpretationof
Human4. GeorgeArnold(25Aug2010)MediaWriter'sHandbook
PRINTSOURCE
1. WilliamZinsser(5Apr2016)OnWritingWell:TheClassicGuidetoWritingNonfiction2. ChristopherRiley(2005)TheHollywoodStandard:TheCompleteandAuthoritativeGuide
toScriptFormat3. JohnTruby(30October2007)TheAnatomyofStory:22StepstoBecomingaMaster
Storyteller4. RobertW.Bly(4APRIL2006)TheCopywriter'sHandbook:AStep-By-StepGuideTo
WritingCopyThatSells.3rdEdition E-SOURCEhttps://www.grammarly.com/blog/x-of-the-basic-grammar-rules/https://www.englishgrammar.org/rules-review/https://coschedule.com/blog/how-to-write-for-social-media/https://linkhumans.com/sweet-retweets-how-write-social-media-sookio-tips-video-smlondon/http://grammar.yourdictionary.com/grammar-rules-and-tips/basic-english-grammar-rules.htmlRECOMMENDEDREADING
1. RamakrishnaReddyWriteEffectiveEmailsatWork:6KeysThatTake5MinutesorLessESERECORDWORKSUBMISSIONDETAILS
• EachstudentwillhavetocompleteSetA&BSetA-(All)1. Writinganargument[Wordlimit/Genre]2. Article–Hard/SoftNews,Editorial,Column,Feature.3. ScriptWriting-PSA/ShortFilm/TVC-3each4. CorporateWriting–PressRelease/RecommendationLetter
SetB(Any2)1. Digitalstorywriting2. Photovoice–Photoswillbeprovidedtothestudents3. Memecreation-Photoswillbeprovidedtothestudents4. Samemessageindifferentplatforms
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 17
BASICSOF2DILLUSTRATION
CODE: CREDITS:6IYEAR–IISEM–ALLIEDI-P HOURS:6OBJECTIVE:
Ø ToprovidethestudentswithanunderstandingofhumananatomyØ TodeveloptherenderingskillsofhumanfiguresinvariousartmaterialsØ Toenablethemtovisualizeandcreatestoryboards
UNITI
Basic Anatomy Structure – The Basic Figure, Pelvis, Legs and Knees, Ribcage,Belly Button, Shoulders, Arm, Wrists and Hands. The Basic Profile- Spine in Profile,RibcageandLegsinProfile,ArmsinProfile,ProportionReminders.
UNITIIStudy of Head and face - Proportions of the Face, The Features- Eyes andEyebrows,Detailsof–Eyes,Nose,Lips,Ears.LookingUp,LookingDown,AndTurningSideways.Views:frontprofile,onethird,sideviewandbackview.Studyofhandandleg-Basics,Proportions,RangeofMotion,Shapes.UNITIII
Basic Animation Structures, Draped Figure In Space – Poses: Standing, Sitting,andReclining,FiguresinAction,FiguresinComposition,StickFigures,RetroCharacters.
UNITIV
PerspectiveDrawing–Types,2dFigures-MatchStickFiguresConceptBased.
UNITVStoryboard – Figures through simple lines, Simple Illustrations and Concept
Based,comicstrip,GraphicNovel,FlipBook.METHODOLOGY
• Extensivestudioworkandoutdoorstudieswithdemonstrations.• Classprojectswillbeassignedperiodicallywithstudenthaving theoptionofworking
independentlyandsubmittingtheirworkontheassigneddates• Recurrentobservationsandcriticismswillbedoneandguidedaccordingly• AudioVisualmaterialswillbescreenedforbetterunderstanding
REFERENCE:KETTEXT
1. Bridgman B. George (1962) The Book Of A Hundred Hands, Dover Publications, NewYork.
2. Buchan Jack and Baker Jonathan (1995), Step By Step Art School Portraits, Hamlyn,Britain.
PRINTSOURCE
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 18
1. RaynesJohn(1979),HumananatomyfortheArtist,Hamlyn,London.2. JohnHart (November 1, 2007) The Art of the Storyboard: A Filmmaker's Introduction.
SecondEdition
RECOMMENDEDREADING:
1. GeorgeB.BridgmanConstructiveAnatomy(June1,1973)AnatomyforArtists2. WilliamMaughan(1Jan2004)TheArtist'sCompleteGuidetoDrawingtheHead3. Craig Attebery (29Mar 2018)The Complete Guide to Perspective Drawing: FromOne-
PointtoSix-Point E-SOURCE:http://www.scott-eaton.com/outgoing/books/George-Bridgman-Constructive-Anatomy.pdf https://design.tutsplus.com/tutorials/human-anatomy-fundamentals-basics-of-the-face--cms-20417 https://www.thoughtco.com/drawing-the-head-and-neck-guide-1123146 http://www.floobynooby.com/pdfs/gesturedrawingforanimation.pdf http://www.floobynooby.com/pdfs/Perspective_Drawing_Handbook-JosephDAmelio.pdf https://mahithinsidious.files.wordpress.com/2012/01/reference-book_1.pdf ESERECORDWORKSUBMISSIONDETAILS
Record should contain at least TWObest exercises, submitted as assignments,whichshouldbeapprovedbytheSubjectIncharge.
Eachofthetopicsshouldhavewrittenbriefs,scribblesandfinalartwork.
CONTENT1. BasicAnatomyStructure2. Headindifferentviews3. Threetypesof–eyes,nose,ears,lips.4. Handandleg–rangeofmotion.5. Basicanimationstructures.6. Recreationwithposes.7. Drapedfigureinspace.8. Retrocharacters9. Perspectivedrawing-onepoint,twopoint,threepoint.10. Stickfigures11. Flipbook12. Storyboard–withcartooncharactersandwithoutcharacters.
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SEMESTERIII
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 20
BASICPHOTOGRAPHY
CODE: CREDITS:4IIYEAR–IIISEM–MAJOR-P HOURS:4OBJECTIVE
Ø ToequipthestudentswithbasicsofphotographyØ TounderstandtheprocessofproducingtherightphotoØ TogivethemexposuretovarioustypesandformsofPhotography
UNITI Photography- Fundamentals, History – early experiments and developments,HumanEyeandcamera,Camera–historyandtypes,Filmsanditstypes,WorkingofaD/SLR–Operations,ModesandAdvantages.UNITII
Features of Camera, Lens and its types, Functions of a Camera - Exposure,Aperture,Shutter, ISO.DepthofField,ActionControl,Sensitivity.CameraAccessories:TypesandUsageofFilters,LightMeasuringDevices,Tripods.FileFormats–Converters.DigitalStorageDevices–CableandCards.UNITIII
StudyonLighting,IndoorLightingTechniques-KeyLight,FillLight,BackLight,RimLight,KickerLight,BackgroundLight.LowKeyandHighKey.LightingEquipment’s,ElementstosupportLighting,OutdoorLighting.ColourTemperature.UNITIV Composition and Framing Techniques, Rule of Thirds, Angle of View, LeadingLines, Negative Space, Golden Triangle, Golden Spiral, Balance, Symmetry, patterns,Texture,RuleofOdds,Colours.GenresofPhotography–Panorama,Silhouette,Cameo,Black and White, Montage, HDR, Macro, Miniature, Stop Motion, Bulb Mode, LightPainting, Candid, Photo- Journalism, Photo-features, Photo-essays, Product, Industrial,Abstract, Portrait, Sports, Food, Travel, Street, Bokeh, Event, Time Lapse, Hi Speed,Conceptual.UNITV Planning a shoot- Indoor and Outdoor, Budgeting, Set props. Image editing -manipulationofimage,framing&trimming,Writingcaptions,PanoramaStitch,Specialeffects techniques, Colour profiles, colour management, layout design. Printingmaterialsandtypes. METHODOLOGY:
• Classroomlecturesfortheoreticalinputscombineswithdemonstrations.• Fieldvisitforstudentstoapplyandexperience• Guestlecturesaccompaniedwithaudiovisualmaterials
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ESERecordWorkSubmissionDetailsEachtopicshouldhave10imageseachincolour&black&white.Besttwoimagesineachtopichastobeaddedinthealbum(1colour&1B&W).Thealbumshouldcontainminimumnumberof40images(8X12inches)coveringalltopics.AlbumType:Synthetic.
1. Lights–Key,Fill,Background,Backlight,lowkey,highkey 2. Stilllife-Portraits-Indoor&Outdoor|Landscape|Silhouette|Product–Indoor
&Outdoor 3. Architecture-Interior&Exterior|IndustrialPhotography|Sculpture4. WildlifePhotography|EventCoverage 5. MultipleExposure|Photofeature|Photolanguage|Environmentalexposure|Action
Freeze 6. Panorama|Montage|Specialeffects
REFERENCE: KEYTEXT
1. MichaelLongford,BasicPhotography;Londonfocalpress 2. JohnHedgeco(1979)CompletePhotographyCourse,firesidebook,NewYork. 3. Digitalphotography,AStep-by-StepGuideandManipulatingGreatImagesbyTomAng
MitchellBeazley. 4. O.P.SharmaPracticalPhotography–Hindpocketbooks.
PRINTSOURCE
1. RichardZakia,LeatieStroebel(1993)TheFocalEncyclopediaofPhotographyFocalpressbaston,London.Thirdedition.
2. PeterKBurian(2001)MasteringDigitalPhotographyandImagingPublisherSybex.USA.Firstedition.
3. JohnHedgecoe(1999)ThePhotographer’sHandbook.AlfredA.KnopfPublisher 4. RogerHicksandFramesSchultz(2002)InteriorShotsRotovision,Switzerland. 5. JosephA.Iippolito(2003)UnderstandingDigitalPhotography.ThomsonDelmar
Learning,USA 6. CatherineJamieson/SeanMcCormick(2005)DigitalPortraitPhotographyandLighting:
TakeMemorableShotsEveryTime.WileyJamiesonandMcCormick,London. 7. MitchellBearley&JohnHedgeese(2005)NewIntroductoryPhotographyCourse
E-SOURCEhttps://www.photography-basics.com/history-of-the-camera/http://photodoto.com/camera-history-timeline/RECOMMENDEDREADING(magazines)SmartPhotographyBetterPhotographyNationalGeographic
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 22
MANAGEMENTANDMARKETINGFORMEDIA
CODE: CREDIT:4IIYEAR-IIISEM-MAJOR-T HOURS:4OBJECTIVE
Ø TohelpthestudentscomprehendthebasicconceptsofmanagementØ Toacquiremanagementandmarketingskillsforeffectiveexecutionintheindustry.Ø Tostudydifferentkindsofmediaownershippatternsandpolicies.
UnitI
An overview of electronicmedia, India’s Creative industry.Management- rolesand functions, Principles of management, levels of management. Managing mediaorganization –planning, coordination, motivation, control, decision- making,departmentalization,PolicyMaking,Leadershipqualities.UnitII
Personnelmanagement-Hiring process, Interviewing orientation, Performancereviews, Legal issues in personnelmanagement. Labour issues:Workingwithunions,other labour law. Media regulations, foreign equity and FDI in Indian media,Convergenceofmedia.UnitIII
Ownership-Definition&Concept;Licensing&Franchising;Rules&RegulationsMonopolies, Oligopolies, Conglomerates, Mergers, & Acquisitions. Mass-MediaownershippatterninIndia-SoleProprietorship,PrivateLimitedCompany,Partnership,cross media ownership, Vertical Ownership Pattern, Employee Ownership Pattern,Trusts,Cooperatives,ReligiousInstitutions&Franchises.UnitIV
Marketing- definition; Characteristics, Principles & Types of Marketing;Marketing Mix- concept & elements; Promotion Mix, Marketing - Globalization &Glocalization, Consumer Behaviour; Retail and Service Marketing, New trends inMarketing- Social media marketing; Corporate social responsibilities – Greenmarketing-socialmarketingandotherconcepts.UnitV
Media Planning- Media selection, scheduling, Space and Time Buying; CostConsiderations; theRoleof aMediaPlannerandaMediaBuyer;MediaTrends. Salespromotion-meaning,purpose,toolsandtechniques;StrengthsandLimitationsofSalesPromotion,OrganisingconsumerSalesPromotion;TradePromotions.RecentTrendsinsalespromotion.METHODOLOGY:
Theoreticalinputswillbegiventhroughlectures.Thestudentswillbeaskedtodocasestudiesondifferentmediaorganisation.
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 23
REFERENCE:KEYTEXT
1. VanithaKohli-Khandekar(2013)TheIndianMediaBusiness,Fourthedition,SAGEpublications,India.
2. AlanB.Albarran(2012)ManagementofElectronicMedia(4thEdition),WadsworthPublishing,
3. Kotler,PhilipMarketingManagement.PrenticeHallofIndiaPublications,NewDelhi.PRINTSOURCE
1. PeterBlock(2001)Managinginthemedia.Focalpress.2. GillianDoyle(2002)MediaOwnership,Sage,London3. PeterK.PringleandMichaelF.Starr(2006)ElectronicMediaManagement,Elsevier4. RajanSexena(2003)MarketingManagement,TataMcGraw-Hill.
E-SOURCEhttp://www.journogyan.com/2017/03/media-ownership-patterns.htmlhttp://www.thehoot.org/resources/media-ownership/media-ownership-in-india-an-overview-6048http://www.businessmanagementideas.com/personnel-management/personnel-management-meaning-functions-and-principles/6248http://www.casestudyinc.com/Coffee-Day-Brand-Strategy-IndiaRECOMMENDEDREADING:PaulAArgentiCorporatecommunication,-McGraw-hillInternationaleditionRichardGates(2013)ProductionManagementforFilmandVideo,ThirdEdition,FocalPress,London.
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 24
COMPUTERGRAPHICS
CODE: CREDITS:4IIYEAR–IIISEM-MAJOR-P HOURS:4OBJECTIVE
Ø ToacquireknowledgeingraphicdesignthroughsoftwareØ Todevelopanunderstandingoftwodimensionaldesignthroughpracticalexercises.Ø Tocreateconceptualdesignsfordifferentorganisations
UNITIBasicconceptofAdobePhotoshop,FileFormat,ColourMode,Toolsbar,Layerspalettes,Optionsbar,MenuBar.UNITII
Image Editing-Digital, Retouching, Cloning, Colour Correction, Cropping,Morphing,Manipulation,Curing.
UNITIII
BasicconceptofIllustrator,Fileformat,ColourMode,Toolsbar,Palettes,Optionsbar,MenuBar.
UNITIV
Redesign different types of Industry logos, business card, brochures, poster,Paperworkforlogodesigningbusinesscard,spokecharacter
UNITV
Design the following for an Advertising Agency, GovernmentOrganisation andCorporate Industry-Logo,BusinessCard,LetterHead,Brochures,Posters, Invitations,PackageCover,CDLabel&CDCoverandSpokesCharacter.
METHODOLOGY• ExtensiveStudioworkwithsoftware• Classprojectswillbeassignedperiodicallywithstudenthaving theoptionofworking
independentlyandsubmittingtheirworkontheassigneddates• Recurrentobservationsandcriticismswillbedoneandguidedaccordingly
REFERENCE:KEYTEXT
1. AdobeSystems(2010)Visualdesign,foundationofdesignandprintproduction2. TimothySamara(2007)DesignElements,AGraphicStyleManual
PRINTSOURCE:
1. GraphicDesignSchool: "AFoundationCourse forGraphicDesignersWorking inPrint,MovingImageandDigitalMedia"Paperback–1Feb2017
2. byDavidDabner(Author)E-SOURCE:https://helpx.adobe.com/in/photoshop/tutorials.htmlhttps://www.lynda.com/https://www.tutpad.com/illustrator
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 25
RECOMMENDEDREADING:1. DigitalArts2. CreativeReview3. Mint4. CreativeGaga
ESERECORDWORKSUBMISSIONDETAILSRecordshouldcontainONEofthebestexercisessubmittedasassignmentsapprovedby
theSubjectIncharge.
Record
1. DigitalPainting2. ImageEditing3. LogoDesign4. VisitingCard5. Banner6. Letterhead7. Poster8. Brochure9. PrintAd10. PackageDesign11. Bookcover12. Calendar13. Certificate14. Mascot
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 26
MEDIATHEORIESCODE: CREDITS:4IYEAR–IIISEM–OPTIONALALLIED-T HOURS:4OBJECTIVE
Ø ToprovideaninsighttothestudentsofvariousMediaTheoriesanditsusesØ ToanalyzeandcomprehendtherecenteventsinregardtothetheoriesØ TofindouttheassociationbetweendifferenttheoriesandapplytheminMedia
UNITI
Introduction to Communication Theory: Magic Bullet or Hypodermic NeedleTheory of Communication, Two Step Flow Theory, Agenda setting theory, AlbertBandura’sSocialLearningTheory.UNITII
Cultural Communication: Cross Cultural Communication, Cultivation Theory,CulturalIdentityTheory,Face-NegotiationTheory,ModernisationTheory,MutedGroupTheory, The Spiral of Silence Theory,Marxist Theory of Alienation, Catharsis Theory,MaleGazeTheory.UNITIII
MassCommunication:AuthoritarianTheory,DeFleurModelofCommunication,Media Dependency Theory, Normative Theory – Four Theories of the Press, SocialResponsibilityTheory,Usesandgratificationtheory.UNITIV
OrganisationalCommunication:ContingencyTheory,OrganisationalInformationTheory, Theory X and Theory Y. Westley and MacLean’s Model of Communication,MediaDependencyTheory,GateKeepingTheory.UNITV
Technical Communication: Diffusion of Innovation Theory, Media MalaiseTheory, Rorschach Experiments, Displacement Effect Theory, Gender and Media,InoculationTheory,KnowledgeGapTheory,DigitalDivide.METHODOLOGY:
Topicswillbetaughtthroughlecture,Seminars,RolePlay,AssignmentsandDiscussions,Debates,BrainStormingSessions,A/VContentandpublishedmaterials.REFERENCE:KEYTEXT
1. RobertS.Fortner,P.MarkFackler(31March2014)TheHandbookofMediaandMassCommunicationTheory
PRINTSOURCE1. SvenWindahl(2009)Usingcommunicationtheory2. PaulA.TaylorandJanLI.Harris(2008)CriticalTheoriesofMassMedia:ThenandNow,
OpenUniversityPressE-SOURCEhttps://www.researchgate.net/publication/248070741_Theories_of_the_Media_Theories_of_Societyhttp://ocw.jhsph.edu/courses/ISBT/PDFs/Session_13_Storey2010.pdfhttp://www.communicationstudies.com/communication-theorieshttp://open.lib.umn.edu/communication/chapter/15-2-functions-and-theories-of-mass-communication/RECOMMENDEDREADING
1. DavidHolmes(2005)Communication Theory: Media, Technology, Society
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 27
MEDIAPSYCHOLOGY
CODE: CREDITS:4IIYEAR–IVSEMESTER-OPTIONALALLIED-T HOURS:4
OBJECTIVE
Ø ToprovideanunderstandingresearchinmediaØ ToelaborateontheprinciplesandtoolsformediaresearchØ Toanalyseandinvestigatethemediacontent
UNITIEvolutionofPsychology,DefinitionofPsychology,BranchesofPsychology,Media
Psychology – Definition, scope and objectives, Psychology and Media – An uneasyrelationship ResearchMethods inMedia Psychology. Freudian Principles –Mind andMedia.BehaviouralandSocialScience:ArousalTheory,AttachmentTheory,AttributionTheory.UNITII
RoleofPsychologyinMedia,Memory-Definition,Informationprocessingmodel,Law of one price [LOP], Thinking -Definition, Lateral thinking and creative thinkingPerception–VisualandDepthperception,Cognitiveandbehaviouraleffectsofmedia.Focusonprint,interactivemediumandwebadvertising.UNITIII
PsychologicalEffectsandInfluenceofMedia,PersonalityTheories-Traittheory,Cognitivetheory,PsychoanalyticaltheoryandBehaviourtheoryandtheirrelevanceinmassmedia.UNITIV
Social Influence - Definition, conformity, compliance, obedience andindoctrination). Effects ofMedia Violence. Effects of pro-socialmedia.Media use andinfluenceduringadolescence.UNITV
Roleofmediainattitudeformation,Persuasion,PrejudiceGenderrepresentationinmedia,Representationofminoritygroups,Mediarepresentationofdisability,Mediarepresentationofmentalhealth,AudienceparticipationandrealityT.V.METHODOLOGY:Topicswillbe taught throughLectures,Assignment, andDiscussionswhichwillbeaidedbySeminars,Debates,BrainStormingSessionsandcasestudies.REFERENCE:KEYTEXT
1. RashmiGahlowt(2014)IntroductiontoMediaPsychology2. Karen E. Dill, The Oxford Handbook of Media Psychology 3. ChristopherJ.Ferguson(30Sep2015)MediaPsychology101
PRINTSOURCE1. DavidEagleman(7Apr2016)Incognito:TheSecretLivesofTheBrain(Canons)2. NicholasCarr(27May2011)TheShallows–WhattheInternetIsDoingtoOurBrains
E-SOURCE:ftp://gftp.ga/The%20All-Embracing%20Library/INVESTIGATION/INFORMATION%20WARFARE/MEDIA/Media%20Psychology%20-%20David%20Giles%202003.pdfhttps://www.hogrefe.ch/fileadmin/user_upload/global/journals/Hogrefe_Publishing/Journal_of_Media_Psychology/JMP_Media_Kit_2017.pdfhttp://www.himpub.com/documents/Chapter1040.pdfRECOMMENDEDREADING
1. SandiMann,CrackingPsychology2. DeanBurnett(24 May 2017) The Idiot Brain
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 28
PRESENTATIONSKILLS
CODE: CREDITS:3IIYEAR–IIISEMESTER-IDE HOURS:4OBJECTIVE:UnitI
Introduction to non-verbal communication - Kinesics,Haptics, proxemics, Paralanguage.UnitII
Mainaspectsofbodylanguage,dimensionsofbodylanguage,approachestotheinterpretationofbodylanguage.UnitIII
Presentationskills-Planningandstructuringapresentation,creatingvisualaidsUnitIV
Situationalpresentation-Roleplay,interviewskillUnitV
Public speaking- type of communication, effective communication, delivering apresentation.Methodology
• Thesubjectwillbehandledinaninteractivemanner• The studentwill be given a lot of exercisewhere theywill analyzed on their
communicativeandpresentationskills
Reference1. AhaKaul,theeffectivepresentationtalkyourwaytosuccess,responsebooks,20052. HedwigLewis-Bodylanguage,responsebook,19983. PeterUrsbender,Dr.RobertA.Tracz,Secretsoffacetofacecommunication,2001
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 29
SEMESTERIV
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 30
FILMSTUDIES
CODE: CREDITS:4IIYEAR–IVSEMESTER-MAJOR-T HOURS:5OBJECTIVE
Ø TodevelopanunderstandingoffundamentalsoffilmstudiesØ Toappreciatetheprocessbehindthecreationoffilmsandinduecoursecritiquethefilm
itselfØ To bring out the influence created by Films and to study its elements, impact and
relevanceworldwide
UnitIHistory of cinema, Lumiere Brothers, Magic Lantern, George Méliès.
CharacteristicsofCinema.Filmforms-Narrative,ExperimentalandDocumentary,FilmStructure.Unit:II
Major Film school and movements- , German expressionism (1919-1924),French Impressionism and Surrealism (1917-1930), Soviet Montage (1924-1930),Italian neo-realism (1942-1951), Avant Garde (1950), The French New wave (1959-1964). Development of Classical Hollywood cinema, Japanese cinema. Cinema in thethirdworld. Film Theories - Post-Modernism, Russian Formalism, Auteur, Apparatus,Feminist,Marxist,Psychoanalyst.Unit:III
IndianCinemaoriginanddevelopment,Silenttotalkies.FilmGenres-Westernfilmgenres,Indianfilmgenres,SouthIndianfilmgenres.Cinema&Semiotics,Mise-en-scene-realism, aspects of mise-en-scene- Setting, Costume and makeup, lighting,expression,spaceandtime,framingandcomposition(camerashotsandangles).
UnitIV
Filmcategories and itsduration, Fundamentalsof film sound, functionsof filmsound, Theatre Sound System Theatre sound system, Editing Grammar, Censorship.Indian&WorldFilmFestivalsandawards.UnitV
DetailedFilmanalysis,FilmAppreciation,Review/Criticismformat.***Alfred Hitchcock, Akira Kura ova, Victorian De Sica, Adour Gopalakrishnan, Satyajit Ray,DavidLean,Balachandar,BaluMahendra,BharathiRaja,ManiRatnam,GautamVasudevMenon,ChristopherNolan,RamGopalVerma,StevenSpielberg,PARanjith,RameshSippy.METHODOLOGY:
Theoreticalinputsthroughlecturesandgroupdiscussions.Studentswillbeexposedtoclassicmoviesindifferentlanguagesandaskedtoappreciateandcriticise.REFERENCE:KEYTEXT
1. ErickbarnouwandS.Krishnaswamy(1986)IndianFilm,NewDelhi:Oxford,2. ChidanandaDasGupta(1996)Thepaintedface:India’sPopularCinema.1,Bombay,
OxfordUniversityPress3. CinemainIndia,Bombay,NFDC,1987-1991.4. Lester,David(2014),AnIntroductiontofilmgenres,W.W.Norton&Company,Inc.NY.
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 31
PRINTSOURCE
1. Basu,DD(2003)LawofthepressinIndia,PrenticeHallofIndia.2. NeelamalarM,(2009)Medialawandethics,PrenticeHallofIndia.
E-SOURCEhttps://www.timetoast.com/timelines/film-studieshttps://filmstudiesforfree.blogspot.in/2012/04/timeline-of-historical-film-colors-now.htmlhttps://www.youtube.com/watch?v=AhIbI_URhcohttp://www.elementsofcinema.com/directing/mise-en-scene-in-films/https://www.lightsfilmschool.com/blog/mise-en-scene-in-film-afkhttp://www.elementsofcinema.com/film_form/FILM-FORM.htmlRECOMMENDEDFILMS
BusterKeaton:TheGeneral(1926)CharlesChaplin:ModernTimes(1936)JohnFord:TheGrapesofWrath(1940)Orsonwelles:CitizenKane(1941)VittorioDeSica:BicycleThieves(1948)AkiraKurosawa:Rashomon(1950)Bresson:TheDiaryofaCountryPriest(1951)AlfredHitchcock:RearWindow(1954)SatyajitRay:PatherPanchali(1955)StanleyKubrick:ThePathsofGlory(1957)Hitchcock:Vertigo(1958)SatyajitRay:Charulata(1964)SergioLeone:TheGood,theBadandtheUgly(1966)StevenSpielberg:Duel(1971)AndreiTarkovski:Solaris(1972)FrancisCoppola:GodFather(1972)Milos:Theonewhoflewoverthecuckoo’snest(1975)AdoorGopalakrishnan:Kodiyettam(1977)AnandPatwardhan:BombayOurCity(HamaraShehar)(1985)ManiRatnam:Nayagan(1987)GiuseppeTornatore:CinemaParadiso(1988)AkiraKurosawa:Dreams(1990)RowdyHerrington:Gladiator(1992)ZhangYimou:RaisetheRedLantern(1992)P.Bharathiraja:16Vayathinile(1977)P.Bharathiraja:Muthalmariyathai(1985)P.Bharathiraja:SigappuRojakkal(1978)P.Bharathiraja:Vedhampudhithu(1987)K.Balachander:ApoorvaRaagangal(1975)K.Balachander:BamaVijayam(1967)K.Balachander:kalki(1996)K.Balachander:ManathilUruthiVendum(1987)K.Balachander:Punnagaimannan(1986)Bharathan:DevarMagan(1992)Frankdarabont:ShawshankRedemption(1994)
SureshKrishna:Baasha(1995)P.C.Sreeram:KurthiPunal(1995)RobertoBenigni:Lifeisbeautiful(1997)MajidMajidi:ChildrenofHeaven(1999)MajidMajidi:TheColorofParadise(1999)KamalHasan:HeyRam(2000)MichaelBay:PearlHarbour(2001)RonHoward:AbeautifulMind(2001)Fernando,Lund:CityofGod(2002)SundarC:AnbeSivam(2003)AkiKaurismaki:LeHarve(2011)MichaelHaneke:Caché(2005)MadhurBhandarkar:Page3(2005)MadhurBhandarkar:Fashion(2008)MartinScorcesse:Hugo(2012)AlfonsoCuarón:Gravity(2013)KarthikSubbaraj:Pizza(2012)NightShyamalan:Split(2017)AlfonsoCuaron:Childrenofmen(2006)Selvaraghavan:Pudupettai(2006)JamesCameron:Avatar(2009)Gokul:IdharkkuThaneAsaipattaiBaalaKumaara(2013)RkeyshMehra:BhaagMilkaBhaag(2013)DenisVilleneuve:Arrival(2016)RameshSippy:Sholay(1975)Pa.Ranjith:Madras(2014)Pa.Ranjith:Kaala(2018)Mahendran:MullumMalarum(1978)Mahendran:Uthiripookkal(1979)Mahendran:NenjathaiKillathe(1981)BaluMahendra:Sadma(1983)BaluMahendra:Moondrampirai(1982)BaluMahendra:Veedu(1988)BaluMahendra:Sathileelavatti(1995)
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 32
ADVERTISINGANDPUBLICRELATIONS
CODE: CREDITS:4IIYEAR–IVSEM-MAJOR-T HOURS:4OBJECTIVE:
Ø To give a clear picture of how Advertising and PRworks hand in hand in themediaindustry
Ø TointroducethemtodifferentareasofAdvertisingandPRindustry.Ø ToencouragenewconceptsandcampaignsthroughAdvertisingandPRtechniques.
UNITI
Advertising definition, the AIDA process, functions and types of advertising,Stagesofanadvertisement,lifecycleofaproduct,targetaudience,targetsegmentation,Advertisingagencies-structureandtypes.ClientBrief,CreativeBrief,marketstrategy,advertisingstrategy
UNITII
Introduction, Advertising Copy, Types of advertising copy; Creativity inAdvertising; Copy Testing Methods; Visual Strategies, Art department specialists,Conceptualization& Ideation,Developing a layout. Translation of ideas to campaigns,visualizationdesigning&layout,coywriting–typesofheadlines,bodycopy,baselines,slogans,Logos&trademark
UNITIII
What Is a Brand? Brand management- brand positioning, brand personality,brand Loyalty. Brand Elements, Brands versus Products Brand Knowledge BrandCritics, Sources of Brand Equity, Brand Awareness, Brand Image, Identifying andEstablishingBrand,CaseStudies.
UNITIV
Public relations – definition, nature and scope. Objective and functions of PR,structure of a PR agency and function, Audience – internal, external, public opinion,DifferencebetweenAdvertisingandPR.PR inPrintadvertising, televisionadvertisingandRadioadvertising.EmergingtrendsinPR.
UNITV
PR communication tools, Crisis Management,. PR planning andmanagement –organizing a PR conference, exhibition, Event Management- Principles of EventManagement; Size, type & category- Sports, Rallies, Wedding & Exhibition; EventPlanning & Developing a mission; Preparing event proposal, Use of planning tools-Protocols,Dresscodes,staging&staffing.PRresearch.ProducingPRmaterials–pressrelease,brochures,newsletters,in-housejournals,promotionmaterials.METHODOLOGY:
TopicswillbetaughtthroughLectures,Assignment,andDiscussionswhichwillbeaidedbySeminars,RolePlay,Debates,BrainStormingSessions,A/VContentandpublishedmaterialstoprovideandenhancethesubjectknowledge.
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 33
REFERENCE:KEYTEXT
1. DavidOgilvy(1983)OgilvyonAdvertisingVintageBooks2. J.ThomasRussell,RonLane(1998)Klepnner’sadvertisingProcedure3. DeveshKishore(2012).EventManagement:ABloomingIndustryandanEventfulCareer,
FirstEdition,Har-AnandPublicationsPvt.Ltd.,NewDelhi.
PRINTSOURCE
4. PiyushPandey(2015)Pandeymonium:PiyushPandeyOnAdvertising5. GujaratCo-operativeMilkMarketingFederationLtd(2014)Amul's India:Based
on50YearsofAmulAdvertising6. Jenkins, Frank (1997) Planned Press and Public Relations, International Text Book
Company7. HebertandPeterLloyd,PublicRelation8. SethGodin(24Apr2012)AllMarketersTellStories:TheUndergroundClassic9. GlennAJBowdin(2006)EventsManagement,SecondEdition,Routledge,NewYork10. LynnVanDerWagen(2008).EventManagement:ForTourism,Cultural,Businessand
SportingEvents,FirstEdition,PrenticeHall,UK
E-SOURCE:http://www.ipa.co.uk/Page/What-is-advertising#.WwcVqZq-mHshttp://www.adageindia.in/http://www.ipr.org.uk/https://www.forbes.com/sites/robertwynne/2016/01/21/five-things-everyone-should-know-about-public-relations/#6fff629e2a2chttps://www.managementstudyguide.com/public-relations.htmhttps://www.investopedia.com/terms/b/brand-management.aspRECOMMENDEDREADING:
1. BridgetBrennan(13Sep2011)WhySheBuys:TheNewStrategyforReachingtheWorld'sMostPowerfulConsumers
2. GuyKawasaki(Mar2015)ArtofSocialMedia:PowerTips
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 34
RESPONSIVEWEBDESIGN
CODE: CREDIT:3IIYEAR-IVSEM–MAJOR-P HOURS:3OBJECTIVE
Ø TocreateyourdesignonagridanddisplayimagesinaflexibleformatØ TounderstandhowmobileconsiderationsimpactdesktopdesignØ Tocreatecontentaccordingtothedevice.
UnitI
Internet, Concept for LAN & WAN, Web Hosting, Domain Name, Website,Webpage, Homepage, Web Graphic, Web Advertisement, Blog and Vlog. ResponsiveWebDesign,ResponsiveColourSchemesandCustomWebFonts
UnitII
ConceptofWeblayout,Typesofweblayout,Pre-productionworksfordesigningawebsite.ConceptDevelopmentandDesign-ResponsivePageLayout,UsingvectorsinResponsiveDesign
UnitIII
Web layout design, buttons,web banner,web ad, andweb graphics designingthroughAdobePhotoshop/Illustrator
UnitIV
Introduction to dreamweaverCS3, manage site, create new site, create newdocument, insert, modify, Insert media file layout, form, data. , text, favourites.Responsive Forms, Menus with Media Queries, QR/ Bar Code generation, AddingWidgets
UnitVCreatingaWebAppInterface forMobileUsers.Designtwo interactiveWebsite
for government origination and corporate industry, one dynamic web for EducationIndustry.
METHODOLOGY
• Extensivelabworkwithsoftware• Classprojectswillbeassignedperiodicallywithstudenthaving theoptionofworking
independentlyandsubmittingtheirworkontheassigneddates• Recurrentobservationsandcriticismswillbedoneandguidedaccordingly• Studentswillbeaskedtodesignwebsites
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 35
REFERENCE:KEYTEXTPRINTSOURCE
1. EthanMarcotte(2011)ResponsiveWebDesign2. JoeCasabona,ResponsiveDesignwithWordPress:Howtomakegreatresponsivethemes
andplugins(VoicesThatMatter)1stEdition3. TimKadlec,ImplementingResponsiveDesign:Buildingsitesforananywhere,everywhere
web1stEdition
RECOMMENDEDREADING
1. SteveKrug,Don'tMakeMeThink,Revisited:ACommonSenseApproachtoWebUsability3rdEdition
E-SOURCEhttps://www.ed2go.com/sceducator/online-courses/responsive-web-design?tab=syllabushttps://www.w3schools.com/css/css_rwd_intro.asphttps://smallbiztrends.com/2013/05/what-is-responsive-web-design.htmlhttps://www.awwwards.com/7-essential-books-on-responsive-web-design-you-do-not-want-to-miss.htmlhttps://www.youtube.com/watch?v=MVUZdA5ts4o
ESERECORDWORKSUBMISSIONDETAILS
StudentsshouldsubmitanyFIVEbestWebsites/ApplicationssubmittedasassignmentsapprovedbytheSubjectInchargeinCDFormat.
Record
1. FoodandFashion2. Education3. Governmental/Non-Governmental/Corporate4. Textiles5. Restaurant6. Safety7. Tourism
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 36
RADIOJOCKEYING
CODE: CREDITS:4IIYEAR–IIISEM-OPTIONALALLIED-P HOURS:4OBJECTIVE
Ø ToimpartthebasicknowledgeaboutradioanditsfunctionsØ Todevelopthelanguagecommand,fluencyandmodulationØ TocreateatechnicalandcreativeplatformforstudentsinRadioMedium
UNITI
RadioMedium,HistoryofRadio,Functions&CharacteristicsofRadio,TypesofRadio - Entertainment Radio, Community Radio, InternetRadio, Satellite Radio, LocalRadio,CampusRadio,HamRadio,PAS,andPrivateFMRadiostations.UNITII
Introduction to acoustics – acoustic principles; different kinds of studios;Evolution of radiobroadcast formats; Principles of sound; the broadcast chain;Recording & Transmission systems; Modulation (AM & FM) Antennas, Receivers,Amplifiers, Multi-track recording technique; Mono, Stereo; Recording & EditingConsoles.UNITIII
VoiceCultureExercise,ContentforRadio,SoundRecording,UseofMicrophones,Consolehandling,OBRecordings&LiveShows,Radioaudiencemeasurementssystems-RAM,SMS,IVRSandPhonecalls,Radiobroadcaststyles,ProductionofRadiojingles–Radio Interviews, Radio plays, Radio discussion programmes, Radio Features &Documentaries,RadioNews,Radiovox-pops,Radio actualities.Radio elements, SocialrelevanceandCurrentAffairs..UNITIV
Broadcasting Guidelines, Do’s and Don’ts for an RJ. Content Creation- Conceptdevelopment, Usage of words, Clarity in language, Spontaneity, Voice modulation. Scripting for Program, and Scripts for various Radio Program. ConceptualizationandIdeation:ShowDesigning,Scriptingforradio–typesofscripts,ProgramPlanning.UNITV
Pre-production, Production and Post-production; budgeting, mood mapping,Scheduling, radio marketing, Use of Music database, Drama/ Skits, Advertisements,Promos,Jingles. METHODOLOGY:
• Theorywillbecombinedwithrepeatedpractisesessions• AudioVisualmaterialswillbescreenedforbetterunderstanding• Roleplayingandcontentreplication
REFERENCE:KEYTEXT
1. M.Neelamalar,RadioProgrammeProduction2. P.C.Chattergee,BroadcastinginIndia,SageNewDelhi.3. K.M.Shrivastava,NewsWritingforRadioandT.V.,SterlingPublicationNewDelhi.
PRINTSOURCE
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 37
1. BoydAndrew,BroadcastJournalism,FocalPressLondon.2. Programme Making for Radio, First Edition, Routledge3. Modern Radio Production – Production, programming and performance, First Edition,
Laurence King Publishing Ltd, UK4. Robert Mc Leish (2012). Radio Production, Fifth Edition, Focal Press, UK
E-SOURCEhttps://content.wisestep.com/become-radio-jockey/http://radioskills.in/basic-skills-to-become-a-radio-jockey/MannaradioRECOMMENDEDREADING
1. Routledge,Machin,David&Niblock,Sarah,Newsproduction:TheoryandPractice2. U.LBaruah,ThisisAllIndiaRadio,PublicationsDivision.
ESERecordWorkSubmissionDetails-(groupproject-4inagroup)
A group should produce a 15-20 minutes radio programme from the options givenbelowandsubmititinaCDformat
1. RadioJingles(30Secs)2. RadioInterviews(7mins)3. Radioplays(5mins)4. Radiodiscussionprogrammes(6mins)5. RadioFeatures&Documentaries(10mins)6. RadioNews(5mins)7. Radiovox-pops(4mins)8. Radioactualities(3mins)
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 38
VIDEOJOCKEYING
CODE: CREDITS:4IIYEAR–IIISEMESTER-ELECTIVE HOURS:4OBJECTIVE
Ø ToimpartthebasicknowledgeaboutTVmediumØ Todevelopthelanguagecommand,fluencyandgesturecontrolØ TocreateatechnicalandcreativeplatformforstudentsinA/VIndustry
UNITI
Audio/Visual Medium -Theory and History, Acting for the stage, Screen,Modelling,MonoActingandCompering.KnowledgeofCamera,Shots,AnglesandScreenPresence,Multi-Camerasetups,Lighting.BasicsofVideoEditing.
UNITII
Voice -Audition Techniques to understand the power of your voice; to gainknowledge of how to excel in flawless Delivery, Clarity, Diction and Articulation;Dubbingandvoice-overforMoviesandTelevision.
UNITIII
Movement and Dance which includes creative Body Movements, Gestures,Postures, Body Language, VJ routines, Signature styles, Beat, Rhythm and Lip sync.Spontaneity,CurrentAffairs.
UNITIV
VJGenresandFormats,ScriptWriting,TVNewsPresentingTipsandTechniques,Communication,Methods forTV,CompereApproach,CompereStyle,VoiceRecording,Voice Modulation, Screen Test Techniques, Visual Recording, Telepromoter Training,LiveTelecast.
UNITV
Personality Development - the art of grooming, Survival Skills - TechnicalKnowledgeandSkills–self-promotionandmediaamalgamation.ThebasicsofMakeupandCostumes.Diet,Yoga&Exerciseandself-help–tokeeponefitandactivephysicallyandmentally.METHODOLOGY
• PracticalSessionscombinedwiththeoreticalinputs• AudioVisualmaterialswillbescreenedforbetterunderstanding• Roleplayingandcontentreplication
REFERENCE:KEYTEXT
1. Michael Faulkner (2006). VJ: Audio-Visual Art and VJ Culture, First Edition, Laurence King Publishing Ltd, UK
2. KennedyandDennis (2011).TheOxfordCompanion toTheatreandPerformance, FirstEdition,OxfordUniversityPress,UK
PRINTSOURCE
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 39
1. AlanR.Stephenson(2011).BroadcastAnnouncingWorktext:AMediaPerformanceGuide,FirstEdition,FocalPress,UK
2. Michael Faulkner (2006). VJ: Audio-Visual Art and VJ Culture, First Edition, LaurenceKingPublishingLtd,UK
E-SOURCEhttps://www.geekwire.com/2014/wanna-vj-tips-expert/https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3642279/RECOMMENDEDREADINGhttps://docoptic.com/vj-tutorials-live-visuals-training/ESERecordWorkSubmissionDetails-(GroupProject-4inaGroup)
Agroupshouldproducea15-20minutesA/VprogrammefromtheoptionsgivenbelowandsubmititinaDVDformat
1. Interview(5mins)2. MovieReview(5mins)3. EventVJ-ingIndoor/Outdoor(10mins)4. VJ-ingwithKids(5mins)5. SpoofShow(5mins)6. NewsReading(5mins)
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 40
SEMESTERV
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 41
MEDIARESEARCH CODE: CREDITS:4IIYEAR–VSEM–MAJOR-T HOURS:4OBJECTIVE
Ø ToprovideanunderstandingresearchinmediaØ ToelaborateontheprinciplesandtoolsformediaresearchØ Toanalyseandinvestigatethemediacontent
UnitI
Research- Introduction, The development of mass media research. ResearchConcept, Elements,Design&Methods:AreaofResearch,ResearchProblem,ResearchHypothesis, Literature Review and Analysis, Primary and Secondary Sources,Components of Research Proposal, Components of Research Paper, Research DesignandMarketingDecisionProcess,ChoosingaGoodResearchDesign.
UnitII
Researchethics,ethicalprinciples,ethicsindataanalysisandreporting.Ethicsinthe publication process. Data Collection Sources and Methods: Primary Data and itsTypes, SecondaryData,Advantagesof SecondaryData,Drawbacksof SecondaryData,TypesofSecondaryDataSources.Variables:Dependent,IndependentandIntervening
UnitIII
MeasurementandScalingTechniques-PrimaryScalesofMeasurement,AttitudeMeasurement Scales, Types of Comparative Scales. Hypothesis Testing – Distribution,Parametric and Non-Parametric Tests, Social Media and Web Metrics. Researchapproaches –Qualitative (field observation, focus group, intensive interviews) andQuantitative(surveyresearch,mailsurvey,internetsurvey)
UnitIV
Sampling Theory-Design, size and Techniques, Sampling: Basic Constructs,ProcessofSamplingDesign,DeterminingSampleSize,ProbabilityandNonProbabilitySampling, Classification of Probability Sampling Techniques, Classification of NonProbabilitySampling,SelectinganAppropriateSamplingTechnique
UnitV
DataInterpretationandAnalysis,ReportWriting,ModusOperandiofWritingaResearchReport,StructureoftheReport,ComponentsofaReport,StyleandLayoutofaReport, Revising and Finalizing the Research Report, Quality Research Report,Responsibilities of a Research Report Writer, Presentation of Results – Bibliographyformats.
***AResearchpaperonanytopicfromanyoneofthemediumstoshouldbesubmitted. METHODOLOGY:
TopicswillbetaughtthroughLectures,Assignment,andDiscussionswhichwillbeaidedbySeminars,RolePlay,Debates,BrainStormingSessions,A/VContentandpublishedmaterialstoprovideandenhancethesubjectknowledge.REFERENCE:KEYTEXT
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 42
1. Wimmer&Dominick(2003)MediaResearchTechniques2. JohnBerger(1972)WaysofseeingBBCandPenguin.London
PRINTSOURCE
1. ArthurAsaBerger(2012)MediaAnalysisTechniques,SageSouthAsiaEdition4thedition2. GrahamMytton(28Dec2015)MediaAudienceResearch:AGuideforProfessionals3. HongCheng(21Mar2014)TheHandbookofInternationalAdvertisingResearch
E-SOURCE:http://www.nraismc.com/wp-content/uploads/2017/03/603_-_MEDIA_RESEARCH.pdf http://www.ddegjust.ac.in/studymaterial/mmc-2/mmc-205.pdf https://www.gla.ac.uk/media/media_487729_en.pdf https://blog.hootsuite.com/social-media-metrics/ https://blog.bufferapp.com/social-media-metrics-improve https://research-methodology.net/research-methodology/research-design/ http://xperiencemedia.blogspot.in/2009/12/sampling-methods-probability-sampling.html RECOMMENDEDREADING
1. KlausBruhnJensen(31Oct2011)AHandbookofMediaandCommunicationResearch:QualitativeandQuantitativeMethodologies
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 43
MEDIALAWSANDETHICSCODE: CREDITS:3IIIYEAR-VSEM-MAJOR HOURS:4OBJECTIVE
Ø TotracethehistoryofmassmedialawandethicsØ TounderstandaboutthevariouslawsgoverningIndianmediaindustry.Ø Toprovideknowledgeonethicalissuesrelatedtomedia.
UNIT–I
IntroductiontoIndianMedia&EntertainmentIndustry,HistoricalPerspectiveofMassmedialawsinIndia.FirstPressRegulations,IndianPressAct,FreedomofpressinIndia,ContemptofCourtAct,RighttoInformationAct,LawofDefamation,casestudies.UNIT–II
MajorMediaLaws In India-CopyrightAct,CableTelevisionRegulationAct, theCinematograph Act, 1952. Central Board of Film certification- role and functions.CopyrightsandPatentlaw,IntellectualpropertyrightsWTO,DesignsAct2000.UNIT-III
Ethics in Advertising: Introduction, Perceived Role of Advertising; TheAdvertising Standards Council of India (ASCI); Misleading advertising; Advertising tochildren,Productendorsements,Stereotyping,Cultural, religiousandracial sensitivityinadvertising,Obscenityinadvertising,ComparativeAdvertising-RegulationGoverningBroadcast Media Advertising. Drugs and Magic remedies (ObjectionableAdvertisements)Act.UNIT–IV
Theinternetandlegalissues;CyberLawsinIndia–Privacy(identitytheft)andpiracy (open source); IT act. Social Media Guidelines – Do’s and Dont’s. Indecentrepresentation of women prohibition act, the children act, Young Persons (HarmfulPublications)Act.UNIT–V
Media ethics. Ethics vs. law, principles of self-regulation, broadcasting ethics,codeofethicsinprintmedia.EthicalIssuesrelatedtoprivacy,nationalsecurity,sexandnudity, neutrality, objectivity, depiction ofwomen and children, depiction of violenceetc.stingoperations.METHODOLOGY:
TopicswillbetaughtthroughLectures,Assignment,andDiscussionswhichwillbeaidedbySeminars,RolePlay,Debates,BrainStormingSessions,A/VContentandpublishedmaterialstoprovideandenhancethesubjectknowledge.
REFERENCE:KEYTEXT
1. West,R.,&Turner,L.H.[2004]Introducingcommunicationtheory:Analysisandapplication.(2nded.),McGraw-Hill.Boston
2. Neelamalar,[2010]Medialawandethics,PHILearningnewDelhi.3. VenkatIyerMassmedialawsandregulationsinIndia
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 44
PRINTSOURCE1. Ahuja,B.N.(1988)HistoryofPress,PressLawsandCommunications.NewDelhi:Surjeet
Publications,2. Aggarwal,VirBala.(2006)EssentialsofPracticalJournalism.NewDelhi:ConceptPub.3. NaliniRajan(2005)PracticingJournalism.London:SagePub.
E-SOURCEhttps://revolutionsincommunication.com/law/?page_id=17http://o94.at/wp-content/uploads/Introduction-to-Media-Law_EN.pdfhttps://wecommunication.blogspot.in/2014/09/history-of-indian-press-and-press-acts.htmlhttp://www.nraismc.com/wp-content/uploads/2017/03/205-PRESS-LAW-MEDIA-ETHICS-backup.pdfRECOMMENDEDREADING
1. DurgaDossBasu(2000)PressLaws,CentralLawBookAgency,Delhi.2. BaskarRaoN.,G.N.S.Ragavan,(1996)SocialEffectsofMassMediainIndia,Gyan
PublishingHouse,NewDelhi.3. VijayshankarNACyberLawsinIndia;Acitizen’sguide,UjvalaConsultants,Bangalore4. Joseph,N.K.(1997)FreedomofthePress.NewDelhi:AnmolPub.5. AhujaB.N.(2000)AudioVisualJournalism.NewDelhi.SurjeetPub.6. Shrivastava,K.M.(1989)RadioandTelevisionJournalism.NewDelhi:SterlingPub.7. KiranR.N.,PhilosophiesofCommunicationandMediaEthics,B.R.Publishing
Corporation,NewDelhi,20008. 2016UniversallawteamMedia&Telecommunication9. Law,UniversalLawPublishingCompany,NewDelhi.
Joseph,N.K.FreedomofthePress.NewDelhi:AnmolPub.199710. Ahuja,B.N.HistoryofPress,PressLawsandCommunications.NewDelhi:Surjeet
Publications,1988.11. Aggarwal,VirBala.EssentialsofPracticalJournalism.NewDelhi:ConceptPub.12. 2006.13. Joseph,N.K.FreedomofthePress.NewDelhi:AnmolPub.199714. AparnaViswanathan,CyberLaw-IndianAndInternationalPerspectives,2012
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 45
TELEVISIONPRODUCTIONCODE: CREDIT:6IIIYEAR-VSEM–MAJOR-P HOURS:8OBJECTIVE
Ø TounderstandthenuancesofTelevisionmediumØ Toprovidestudentstheactualexperienceofproducingtelevisionprogrammes.Ø ToapplythetechniquesinTelevisionindustry.
Unit:I
IntroductiontoTelevision-History,Productionstandards,Videoformats-VHS,U-Matic, Beta; Digital formats, HD, HDD. Interlaced and progressive scanning; analogand digital recording. Types of programs, Visualisation, Different approaches tovisualization-TV,Films,andAdfilms.Programproposal.Unit:II
Organizational Structure of Television Channels. Basic Studio Structure andEquipment’s. Planning and Budgeting. OB Van and its accessories. CommunicationSatellites.Broadcasting–Terrestrial,Satellite,DTH.PlanningandSchedulingTimeSlotforTelevisionChannel.Unit:III
Pre-Production: Preparation of script-idea/concept- one line order, research,screenplayandShootingscript;locationscouting;sets-indoorandoutdoor;bluematte,costumes;artistsandtechnicalcrew;Permissionandcontracts;shootingscheduleandbudget.Unit:IV
Production-Studyaboutequipment’susedinproduction-videocameras;Usageof microphone, audio recording; set arrangements and lighting; properties; cameramovements; multi-camera set-up; direction and camera departments. Out-doorProduction–ENGandEFP.Unit:V
Post-Production- The role of editing, Assembling of shots; rough cut; dubbing;audio effects; re-recording; audiomixing; visual effects; digital intermediate, final cutandcompositeprint.METHODOLOGY
• Studentswillbegiventheoreticalinputsthroughclasslectures.• Practicalinputsofhandlingtheequipment’swillbegiventhroughpracticalclasses.• Extensiveexposuretoaudiovisualmaterials
REFERENCE:KEYTEXT
1. ZettleHserbert,(2015)TelevisionProductionHandbook,WordsworthPublishingCo.,London.
2. RoyThompson,ChristopherJ.Bowen(2013),GrammaroftheEdit,FocalPress.3. JosephV.Mascelli(1Oct1998)FiveC'sofCinematography:MotionPictureFilming
Techniques
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 46
PRINTSOURCE
1. Millerson,G.H(1993)EffectiveProduction.FocalPress2. Holland,P(1998).TheTelevisionHandbook.Routledge
E-SOURCE: http://www.mediacollege.com/video/camera/tutorial/ http://www.cybercollege.com/tvp027.htm https://www.lynda.com/Premiere-Pro-tutorials/Introduction-Video-Editing/193836-2.html https://www.scriptreaderpro.com/movie-scripts-2/ http://www.elementsofcinema.com/index.html RECOMMENDEDREADING:
1. Walter Murch (2009), In the Blink of an Eye: A Perspective on Film Editing, Harper Collins 2. KarelReisz, The History of Film Editing.
CARecordWork:CAI-PublicServiceannouncement(maximum2mins)CAII-PersonalityInterview/TalkShow–(maximum15mins)ESERecordWorkSubmissionDetails1. EndSEMESTERTVPprojectcomprisesoffollowing
a. ProjectSelectionb. ProjectProposalc. ProjectReportd. WorkingStillse. Finalprojectsubmission(DVD)
2. Allthesubmissionsshouldbemadeontimeaccordingtotimetablegivenbelow.Latesubmissionswillnotbeencouraged.
3. Atleastoneofyourclassmatesshouldbeengagedinproductionprocess.4. On-timesubmissionandqualityofworkdecidesstudent’sinternalmarks.5. Submissionsshouldbemadeintheprescribedformatmentionedbelow.6. OptionsforTVPprojects
a. Documentary b. ShortFilmc. MusicVideo
7. Durationoftheentireprojectshouldnotexceed5minutes.Minimum3minutes. 8. Thereshouldnotbeanychangesincontentagainstthescriptsubmittedinprojectreport.9. Approvalatallthestagesismandatory.
S.No Submission TentativeDates1. Projectselection Secondweekofaugust
2. ProjectProposal3. ProjectProgressalongwith
shootingscheduleandscriptFirstweekofSeptember
4. Production
Fixadateaccordingtoyourproductionschedule.ODwillbeprovidedfortwoworkingdays
5. Reportingontheprojectprogress
FourthweekofSeptember
6. ProjectReport(softcopy)& RoughCut
FirstweekofOctober
7. FinalProjectSubmission(DVD&HARDBOUNDREPORT)
SecondweekofOctober
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 47
3DMODELLINGANDANIMATION CODE: CREDITS:6IIIYEAR-VSEM–MAJOR HOURS:8OBJECTIVE
Ø Tointroducetheconceptof3DthroughsoftwareØ Tostudymoreon3DobjectsandrenderingtechniquesØ Toexposethemwithparticleandtextanimation.
UnitI
Basic concept of 3D, difference between 2D&3D, perspective, other view of anobject.UnitII
Introduction to 3D studio Max, Support File Format, Tools Bar, Options Bar,Menu Bar, create Geometry, shapes, lights, camera, helpers, space wraps, systems,hierarchy,motion,display,utilities,Modifier,materialeditor,rendering,modelling.UnitIII
Basictheoryofclaymodel,mixingconceptofmud,measurementtheoryofclaymodel,colouringforclaymodel.UnitIV
Polygonmodel, patchmodel, nubs’model, create 3Dobjectmodel, onehumanmodel.UnitV
Walkthrough Animation and Text Animation. Lighting, Texturing and CameraMovements.METHODOLOGY
• Extensivelabworkwithsoftware• Classprojectswillbeassignedperiodicallywithstudenthaving theoptionofworking
independentlyandsubmittingtheirworkontheassigneddates• Recurrentobservationsandcriticismswillbedoneandguidedaccordingly• Studyandanalyseeachandeveryconceptsthroughmodelling,texturing,lightingand
renderingwithcameramovements
REFERENCE:KEYTEXT
1. Christ Murray, Alexander Bicalho, Alex Montiero (2003) Mastering 3D studio Max,Autodesk-3dsmaxhandbook
E-SOURCEwww.autodesk.comESERECORDWORKSUBMISSIONDETAILS
StudentsshouldsubmitanyTWObestmodelsasassignmentsapprovedbytheSubjectInchargeinDVDFormatwith
Record1. PolygonModelling2. PropsModelling3. InteriorModel4. ExteriorModel5. TerrainModelWithAGameEnvironment6. Dynamics7. AutomobileDesigns8. 2minutewalkthroughanimation-19. 30secondtextanimation-2
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 48
POSTPRODUCTION
CODE: CREDITS:3 IIIYEAR-VISEM-P HOURS:2 OBJECTIVE
Ø TocreateaplatformforstudentsinAudio/VisualMediumtoshowcasetheirtalentsUNITI
IntroductiontoAfterEffects,workflow,composition,timeline,workspace,effectsandpre-sets,Textanimation,3Dfeatures,editingtechniques,renderingandoutput UnitII
Voice over, dubbing, Mash-up, Foley sound and Recording, Sound Editing:DialogueEditing-CleaningupAudio,NoiseReduction,ADR. UNITIII Audio-visual Translation And Subtitling; Subtitling Mechanics - Spotting/Time-Cueing; Translating Dialects, Verbal Humour, And Cultural Specificities; Layout AndFormattingConventions.
UNITIV MotionPoster–TitleAnimation,Shotmatchingandscenebalancing,Chromakeying. UNITV ColourGrading–Settingthemood,Studyofcolourtone,Colourcorrectionworkflow,colourcorrectionenvironment,andprimarycontrastandcolouradjustments.
METHODOLOGY
• ExtensiveStudioworkwithsoftware• Classprojectswillbeassignedperiodicallywithstudenthaving theoptionofworking
independentlyandsubmittingtheirworkontheassigneddates• Recurrentobservationsandcriticismswillbedoneandguidedaccordingly
REFERENCEKEYTEXT
1. HerbertZettl(2013)SightSoundMotion,CengageLearning2. HerbertZettlTVProductionHandbook,CengageLearning
PRINTSOURCE
1. AlexisvanHurkman(2013)ColorcorrectionlookBook:CreativeGradingTechniquesforfilmandVideo
2. StinsonJim,VideomakerHandbook
E-SOURCElynda.comRECOMMENDEDREADING
1. DorothyKelly,AudiovisualTranslation:Subtitling,Routledge
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 49
CREATIVEPAINTING
CODE: CREDIT:2IIIYEAR-VSEMESTER-GE HOURS:4
Objective
• To enable students work with total freedom in various media andtechniquesarriveexpressioninpainting.
UnitI
Material studies, Pastels, acrylic, poster colour, water colour, pencil, charcoal,penandink.
UnitII
Exercises using form and colour, exercises exploring different techniques andmedia.
UnitIII
Personalexpressionofvariousthemesleadingtoanindividualstyle.
UnitIV
Typography(minimumoffivetypesshouldbesubmitted)
UnitV
Layoutdesign,designlogo,visitingcard.
Methodology
• Totalfreedomofmaterial,styleandtechniquetobegiven• Classprojectsmaybeassignedoveraperiodof timewithstudent’shavingthe
optionofworkingindependentlyandsubmittingtheworkonthegivendates.• Self-screeningofworkstobeundertaken.
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 50
SEMESTERVI
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 51
INSTRUCTIONALDESIGNCODE: CREDIT:5IIIYEAR–VISEM–MAJOR-PObjective
Ø Toreviewstudent'sknowledgeonthedigitalplatformforcontentØ Todevelope-contentusingcontemporaryICT
UnitI:
IntroductiontoE-learningandInstructionalDesigning,strategyandstructure,typesoflearning materials,E-learning approaches, E-learning components, Synchronous andasynchronouse-learning,Blendedlearning.UnitII:
Theories &models of Instructional Designing, Learning Deigns, Motivational Designs,ARCSModel,ADDIEModel,Gagne'sNineEventsofInstruction,KirkpatrickModelandWIIIFM.Bloom’staxonomy,Bloom’sverbsandwritingobjective.
UnitIII:
Designing an e-learning course, Identifying and organizing course content, Needsanalysis,Analysingthetargetaudience,Identifyingcoursecontent,Integratingmediaelements.Trendsine-learning.UnitIV:
E-content development- Introduction, purpose and importance, tools and techniques.Defining - learning objectives, course sequence, instructional,media, evaluation and deliverystrategies.
UnitV:
Instructional design – Creating storyboards, Structure of an interactive e-lesson,Techniques for presenting content, trends in storyboarding for e-learning. Defining -instructionalmethods,deliverystrategy,Goodpracticesandtheevaluationstrategy.METHODOLOGY
• Thesubjectwillbehandledinaninteractivelywithequalparticipationfromstudentsaswellasstaff
• TheinternalevaluationwillbebasedonthecreativeportfolioandapresentationonanyonecoursethattheyhavelearntunderB.Sc.VisualCommunication.
• Theexternalevaluationwillbebasedonthe30minse-contentofanyonecourselearntunderB.Sc.Visualcommunicationandavivavoce.
REFERENCE:KEYTEXT
1. TimothySamara(2007)DesignElements,AGraphicStyleManual2. TimSlade(2018)TheeLearningDesigner’sHandbook!
PRINTSOURCE
1. Schermerhorn, Hunt and Osborn, (2008) Organisational behavior, John Wiley,9thEdition
2. N.Buzzetto-More(2007) ReadinginADigitalAge:e-BooksAreStudentsReadyForThisLearningObject?
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 52
E-SOURCEhttp://www.fao.org/3/i2516e/i2516e.pdf https://www.sensepublishers.com/media/3115-instructional-design-for-learning.pdf https://michelemartin.typepad.com/addie.pdf https://www.goodreads.com/book/show/1105422.Instructional_Design https://www.goodreads.com/book/show/13127519-design-for-how-people-learn https://www.goodreads.com/book/show/946155.Understanding_by_Design
RECOMMENDEDREADING
1. Ivancevich, Konopaske & Maheson (2008) Oranisational Behaviour & Management,7thedition,TataMcGrawHill
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 53
PROJECT
CODE: CREDIT:5IIIYEAR–VISEM–MAJOR-P
The criteria for selecting the topicwill be based on area of specialization already
chosenbythestudent.Emphasiswillbegiventoproducingaworkthatcanbeusedintheindustry.Projectscanbemadeinanyoneofthefollowingareas.
1. Interactivemagazine2. DocumentaryandAdfilm3. ShortfilmandAdfilm4. Advertising Campaign ( Campaignwill include print, radio, television andweb
medium)5. 3DModellingandAnimation6. AdvancedPhotography
Evaluationwillincludesubmissionofworksandvivavoce.
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 54
1. INTERACTIVEMAGAZINE
Create15minutes interactivemagazineandalsodesignCD labelandcover for
magazine.
OUTCOME:Theoreticalinputandpracticalsessionswillbethemethodologyusedforthepaper.TheStudentwillhavetofinallymakeaninteractivemagazine.
2. DOCUMENTARY
As the students are already exposed to television production in the previous
semestersthestudentswillbespecializingindocumentarymaking.Theprojectworkshouldcontainonedocumentarymadebythestudent.OUTCOME:Thestudentwillberequiredtocreateaconceptandconvertitintodocumentary.
3. SHORTFILM
As the students are already exposed to television production in the previoussemestersthestudentswillbespecializinginshortfilmmakingTheprojectworkshouldcontainoneshortfilmmadebythestudent.OUTCOME:Thestudentwillberequiredtocreateaconceptandconvertitintoshortfilm.
ADVERTISINGFILM
As the students are already exposed to television production in the previoussemestersthestudentswillbespecializinginadvertisingfilmmaking.
OUTCOME:The studentswill be required to create concepts and convert them into ad film. TheprojectworkshouldcontainoneADfilm(30sec/60seccut)madebythestudent.
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 55
4. ADVERTISINGCAMPAIGN
This assignment is meant to provide an opportunity to students to plan andexecuteanadvertisingcampaign.Assessmentwillbemadebasedon thestudent’sability to conceptualize a realistic campaign and their ability to bring theoreticalinsights to practical accomplishment. Advertising professional will evaluate thecampaign.Thecampaignwillincludecreatinganon-existingbrand.
1. NonExistentBrand–Product/Service/Idea2. Logoandslogan.3. Printads-magazine,newspaper,brochure,Poster4. Outdoorads-hoarding,transitads5. Radioads6. Televisionads7. Webads-pop-up,signboard.
OUTCOME:Thestudentswillneedtoanalysedifferentcampaigns,studythemandcreatetheirownbrand.Theyarerequiredtodoacampaign
5. 3DMODELLINGANDANIMATIONAs the students have already had their theoretical and practical inputs in 3D
ModellingandAnimation in the fifth semester, theyare supposed todoa full-fledgedwalkthroughanimationundertheguidanceofsubjectincharge.
OUTCOME:Students should submit the followingassignments approvedby the Subject In charge inDVDFormat
10minutewalkthroughanimation-13minutestextanimation-1
6. ADVANCEDPHOTOGRAPHY
Asthestudentshavealreadyhadtheir theoreticalandpractical inputs inBasicPhotographyintheprevioussemester,theywillbespecializinginphotography.
OUTCOME:Thestudentwillberequiredtocreateanalbumwithminimumof20photosinanyofthefourtopicsgivenbelow.
Portraits-Indoor&Outdoor|Product–Indoor&Outdoor Architecture-Interior&Exterior|IndustrialPhotographyWildlifePhotography|SpecialeffectsFood&Fashion|Sports
DepartmentofVisualCommunication,MadrasChristianCollege[Autonomous] 56
INTERNSHIP
CODE: CREDIT:5IIIYEAR–VISEM–MAJOR-P
Astudenthastoundergoaninternshipprogramfor60daysinhis/herspecializedfieldinanymediaorganization.ThetenureoftheinternshipwillbefromJanuarytoMarch.Thestudentisrequiredtosubmitareportatthecompletionoftheinternship.
Theinternshipwillprovidestudentswiththeopportunityto:
§ Gainpracticalexperiencewithinthebusinessenvironment.§ Acquireknowledgeoftheindustryinwhichtheinternshipisdone.§ Applyknowledgeandskillslearnedintheclassroominaworksetting.§ Develop a greater understanding about career options while more clearly
definingpersonalcareergoals.
GUIDELINES:1. Thestudenthastoreportinthelast/firstweekofMarch/Aprilrespectively.2. Thestudenthastoreporteveryweektointernshipguideinperson.3. Students who opt for internship programs out of station have to seek prior
permissionfromthedepartmentandthereportingwillbedonethroughemail.4. The student has to submit a detailed report of his work along with the
supervisor’sremarksafterthecompletionoftheinternship.5. Theinternalevaluationwillbebasedontheabovesaidrequirements.6. Theexternal evaluationwill bebasedon thePowerPointpresentationofwork
doneandavivavoce.