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MBA COMMUNICATION MANAGEMENT

SEMESTER I

Media: Conventional and New Age

Objective: The main purpose of studying this module is to understand the in and out of 

media world, especially the editorial part of it. In this module broadly we are looking in to

four important aspects; Print, Radio, Television and New Age Media. At this moment a

question may arise, why a Media & Communication manager need to know about the

editorial aspects? The answer is simple. Public Relation or Advertisement manager has to

closely work with media all along his/her career. So, studying and understanding the media is

must for him/her. On this background, we are tracing the history, growth, socio-economic role

of conventional and new age media with more emphasis on Indian Media.

Sessions Topics

I Introduction to conventional media and the role of it in mass

communication. The interrelationship between Media,

Advertisement and PR.

II. History of World and Indian conventional media and its

evolution.

III & IV Print Media: The growth of print media in India in the early part of 

post independence days. Industrial revolution and its impacts and

post liberalization growth of print media in India.

V The world of newspapers and magazines. Media ethics and Laws.

VI Organizational structure and functions of media house.

VII Socio- Political- Economical- Cultural role of print media.

Changing trends in newspapers and magazine editorial concepts.

VIII Radio: History, evolution and nature.

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FM,Public Service Broadcast,AIR,PrasaraBharathi

IX Public broadcast, commercial broadcast and community broadcast.

X Film: History, evolution and grammar.

XI Commercial, art and bridge movies. The impact of Hollywood on

Indian cinema industry. Bollywood and regional cinemas as mass

Communication, advertisement and PR tools.

XII Television: History and evolution

XIII Structure and Functioning in Televison

XIV The impact of liberalization on Indian television industry and boom. Role of television media in Socio- Political- Economical- Cultural growth.

XV The growth of entertainment, news, business, sports, fashion and

other specialized channels in India. Citizen journalism.

XVI New Age Media: Introduction, history- evolution.

XVII The growth of websites, web portals as mass media and

emergence of global village.

XVIII The evolution and impacts of blogs and social networking.

Emerging trends like mobile phones becoming a tool for media

intervention.

XIX Conventional Vs New Age Media. The future of 

conventional media and the reach of new age media in India.

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Recommended Reading:

Introduction & History:

1) A Social History of The Media From Gutenberg To The Internet: by

Asa Briggs, Peter Burke. 

2) Introduction to Mass Communication: by Black and Bryant

3) History of Media and Mass Communication: by Praveen Kumar.

4) A Consolidated History of Media: by Stephen D Perry.

5) Mass Communication in India: by Keval J Kumar.

6) History of Indian Journalism: by Nadig Krishnamurthy.

7) History of Indian Press – Growth of Newspaper in India: Surjith Publications, New Delhi (1988) - Ahuja B. N.8) Role of Press in the Freedom Movement: Reliance, New Delhi (1987) - Motilal Bhargava

9) The Press in India: National Book Trust, New Delhi (1974) - Chalapati Rao M.

Print Media:

1) Print Media: by N Afaque Shamsi.

2) Indian Journalism: by Rangaswamy Parthasarathy.

3) A History of the Press in India: by S. Natarajan

4) Journalism in India: by Rangaswami – Bhargava

5) American Journalism: by Frank Luther Mott

6) The Press in America: by Edwin Emery 

7) March of Journalism: by Harold Herd

8) The World’s Greatest Dailies: Merill and Fishes

Radio:

1) Broadcasting in India: by G.C. Awasthy 

2) Broadcast Journalism: by S.C. Bhat

Cinema:

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1) History of the Movies: by Edward F Dolan Jr.

2) The Story of Cinema: by David Shipman

3) 75 years of Indian Cinema: Firoze Rangoonwala

4) Movies as Mass Communication: by Garth Jowett and James M.Lintou

5) An Introduction to film: by John L. Fell

6) Our Films, and Their films: byy, Satyajit Ray 

7) Cinemas of India: by Thoraval Vyas

8) How to read a film: by James Monaco

9) Ideology of Indian Cinema: by Prasad

10) The politics of Conventional Cinema in India: by Azmi

11) Indian popular Cinema: by Gokulsing M. and Dissanayake W

12) Encyclopedia of India Cinema: Rajadhyaksha

13) Indian Cinema: by Erik Barnovw and S. Krishna Swamy 

14) Seventy Five Years of Indian Cinema: by Arun Vasuev

15) Frames of Mind Reflection Indian Cinema: by Arun Vasuev

Television:

1) History in the media: Film and Television: by Robert Niemi

2) Television in India: by P.C. Chattarjee:

3) Television News: by Fang L.F 

4) Television over South Asia: by David Page

5) Introduction to TV Journalism: by S Kaushik 

6) Television and popular culture: by Anand Mitra

7) Contemporary Television: Edited by David French and Michael Richards

New Age Media:

1) Old Media New Media: Mass Communication in the Information age: by Dizard Wilson P Jr

3) Clear Blogging: How People blogging are changing the world and how you can join them: by Bob Walsh.

4) Hands on guide to video blogging and podcasting: by Damien Stolarz

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5) Journalism and New Media: by John V.Pavlik 

6) 21st century journalism – a practical guide: by Andras Nyiro and others

7) The Idea of Public Journalism: by Theodore L.Glasser

General reading:

1) Mass Media and National Development: by Wilbur Schramm

2) Mass Media and Rural Development: by Aravind K. Sinha

3) India’s Information Revolution: by Aravind Singhal and E.M.Rogers

4) Participatory Communication for social change: by Jan Servas

5) Television and social change in India: by Johnson

6) Press At the Crossroads in India: by Aggarwal S.K.

7) Freedom of Press in India: by Nooranl A.G.

8) Law and the Media – An Everyday Guide for Professionals: by Crone 

9) Media and Ethics: by S K Aggarwal

10) Mass Media Laws and Regulations in India: by K S Venkataramaiah

11) Freelancing: by R K Murthy 

12) How to be a freelance journalist: by Christine Hall

13) Freelance Writers and Journalists: by Kavitha Rao

14) Freelancing later in life: by Kimberley Ripley 

15) On writing: by Stephen King

16) Freedom to freelance: by Rusty Faicher

17) Pocket Muse – Ideas and Inspiration for writing: by Monica Wood

18) Alternative and Activist New Media: by Leah A. Lievrouw 

19) Global Activism and Global Media: by Neil Stammers

20) Guardians of power: The myth of the liberal media: by David Edwards

21) Manufacturing consent: The political economy of the mass media: by Edward S.Herman.

22) Headlines from the Heartland: by Sevanti Ninan

23) 21st Century Journalism in India: Edited by Nalini Rajan

24) Writing a nation: an anthology of Indian Journalism: Edited by Nirmala Lakshman