AN INTRODUCTION TO AUDIO-VISUAL MEDIA

Paper Code: 
MSW421
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Identify and understand the significance and changing dimensions of communication

Critically analyze the role  of the mass media in shaping social attitudes

Design posters and logos for campaign

Develop competence in conducting street theatre workshops

Critical analysis of the mass media, in terms of the modes in which it reproduces the dominant power relations in society, be they of gender, class, race or any other.

 Outcomes (at course level)

Learning and teaching strategies

Assessment Strategies

On completion of this course, the students will be able to;

CO85:Identify and understand the significance and changing dimensions of communication

CO86:Critically analyze the role  of the mass media in shaping social attitudes

CO87:Design posters and logos for campaign

CO88:Develop competence in conducting street theatre workshops

CO89:Critical analysis of the mass media, in terms of the modes in which it reproduces the dominant power relations in society, be they of gender, class, race or any other.

Approach in teaching:

Interactive Lectures, Power Point Presentations, Discussion, Tutorials, Reading assignments

 

Learning activities for the students:

Self- learning assignments, Effective questions, Simulation, Seminar presentation, Giving tasks

 

Class test, Semester end examinations, Quiz, Solving problems in tutorials, Assignments, Presentation, Individual and group projects

 

12.00
Unit I: 
Alternative media and campaigns: Approaches to media and Society

 

•     Transmission and Semiological models; Using Semiology for critical media analysis of artifacts such as TV commercials, films, pring advertisements, comic strips and newspapers.

•     Presentation of Campaign Design (Group Presentation by Students).

 

12.00
Unit II: 
Rethinking Communication

 

•     Communication as Transmission?

•     Communication as Representation

•     Communication as Cultural Reproduction

12.00

•      Representing Gender: Television Commercials, Print Advertisements, Feature Films, Representing Race : ‘US’ and ‘Them’, Comic Strips.

•      The Everyday experience of colour. Representing ‘Real’ Events : The Press and Framing of Events, Documenting Reality. 

12.00

•      Rethinking the ‘Impact’ of Media:

•      The Debate on the ‘Effects’ of Violence

•      The limitations of Censorhsip Towards Critical Viewing

12.00
Unit V: 
Skills Development:

 

•      Visual Design: Introduction to Elements of Design layout and typography, use of colour and shape; designing effective posters and logos for campaign.

•      Street Theatre Workshop

•      Use of songs, folklore and puppets

•      (Note – In these workshops, the student groups for the campaigns work out the elements of their campaign).

 

Essential Readings: 

·          Ahuja B.K., 2010, Mass Media Communication , Delhi: Saurabh Publishing House

·          Mody, Bella., 1991, Designing Messages for Development Communication, New Delhi: Sage.

·          Kumar, K., 1981, Mass Communication in India, Mumbai: Jai Publishing House.

References: 

·          Berger, Arthur Asa., 1982, Media Analysis Techniques, London: Sage.

·          Brown, James W., et al. 1985, Hill, AV Instruction Technology, Media and Methods, New York, McGraw Hills.

·          Gadhi, V.P., 1995, Media and Communication Today, Vol. 1,2 and 3, New Delhi: Kanishka Publishers.

·          Melkote, Srinivas R., 1991, Communication for Development in the Third World, Delhi: Sage.

·          Saunders Denys J., 1984, Educational, Visual Communication Handbook, London: Lutterworth.

·          Walts, Harris., 1984, On Camera, London: BBC

 

e-RESOURCES:

·          https://www.jstor.org/journal/jfolkrese

·          https://files.eric.ed.gov/fulltext/ED516877.pdf

 

JOURNAL

·          Journal of Ethnic and Cultural Diversity in Social Work, Taylor and Francis

·          Communication Studies, Taylor and Francis

Academic Session: 
2022-23
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