Communication_ An Introduction to Audio-Visual Media

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

Facilitate a 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.

•   Work towards alternative, participatory uses of the media, with specific reference to campaigns.

•   Facilitate the acquisition of media skills to visual design, street theatre and other low-cost participatory media.

•   Allow for the practical application of these media skills through the process of designing and conducting a campaign.

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
Unit III: 

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
Unit IV: 
Rethinking the ‘Impact’ of Media:

 

The Debate on the ‘Effects’ of Violence

The limitations of Censorhsip

Towards Critical Viewing

                                      

12.00
Unit V: 
Skill 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).

References: 
  • Berger, Arthur Asa, 1982, Media Analysis Techniques, London: Sage.
  • Berger, John, 1972, Ways of Seeing, London: BBC and Penguin.
  • 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.
  • Goffman Erwing, 1979, Gender Advertisements, Macmillan.
  • Hawkes, Terence. 1977, Structuralism and Semiotics, London: Methuen.
  • Kumar, K. 1981, Mass Communication in India, Mumbai: Jai Publishing House.
  • Melkote, Srinivas R. 1991, Communication for Development in the Third World, Delhi: Sage.
  • Mody, Bella. 1991, Designing Messages for Development Communication, New Delhi: Sage.
  • Saunders Denys J. 1984, Educational, Visual Communication Handbook, London: Lutterworth.
  • Walts, Harris, 1984, On Camera, London: BBC

 

Academic Session: 
2019-20
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