Communication – An Introduction to Audio-Visual Media

Paper Code:

MSW 421

Credits:

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.

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).

Unit II:

Rethinking Communication

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.

Unit IV:

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).

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:

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