Coming soon
AN INTRODUCTION TO AUDIO-VISUAL MEDIA
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.
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Outcomes (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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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
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Class test, Semester end examinations, Quiz, Solving problems in tutorials, Assignments, Presentation, Individual and group projects |
• 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).
• Communication as Transmission?
• Communication as Representation
• Communication as Cultural Reproduction
• 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.
• Rethinking the ‘Impact’ of Media:
• The Debate on the ‘Effects’ of Violence
• The limitations of Censorhsip Towards Critical Viewing
• 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).
· 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.
· 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
