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Orientation Course in Communication and Media

Indian Information Service

Group “A”

13 January 2014 – 13 October 2014

INDIAN INSTITUTE OF MASS COMMUNICATION

“Learning without thought is labour lost and thought without learning is perilous.”

-Confucius

Phase I (Months 1 to 3)

Lectures, Seminars, Workshops, Field Study, Assignments

Phase II (Months 4 to 6)

Lectures, Seminars, Workshops, Field Study, Assignments

FTII Attachment

Parliamentary Attachment

Phase III (Months 7 to 9)

Lectures, Seminars, Workshops, Field Study, Assignments

Attachment at private TV/Radio Station

District Attachment for Research Project

NGO Attachment at home station

Bharat Darshan

  • Each of the probitioners will be required to submit a dissertation on development communication issue.

Workshops

Workshop on gender sensitization

Workshop on Human Rights

Workshop on Interpersonal communication

Workshop on time management and collaboration skills

Workshop on voice-modulation

Workshop on facing the camera

Introduction

Officers of the Indian Information Service, Group ‘A’ join the Government after appearing for the prestigious Civil Services Exam. However, the content of the Service differs dramatically from other Civil Services. An IIS officer has to walk a very thin line between being a government servant and a private practitioner of mass communication. At different stages in his/her career, an IIS officer is expected to manage a newsroom, a public relations portfolio, a newspaper, magazine or book, advertising as well as visual publicity. As with other Group ‘A’ services of the Government of India, the Indian Information service is broadly shouldering responsibilities of a managerial nature in the field of media and communication, with all-India transfer liability. Training of IIS officers thus needs to encompass aspects of the media and communication requirements of the Central Government that the officers will manage during their career.

As per the Personnel Policy of the Ministry of Information & Broadcasting (Annexure I), IIS officers have a two-year training programme, including three months at the National Academies, nine months at the Indian Institute of Mass Communication, New Delhi and one year On-the-job training. After undergoing a Foundation Course at the National Academies, Officer Trainees (OTs) join at the Indian Institute of Mass Communication, IIMC for professional training where they are led through a programme that includes theoretical orientation, skill enhancement and an overall personality development. At the end of the first year of training, OTs are expected to know and understand not only the Indian media and communication industry but also be able to demonstrate their skills in media technology and have a clear concept of the underlying forces that are shaping the media-scape today. Besides, a clear understanding of government functioning and process is a must to enable OTs to meet the challenges of governance in this multi-multi-media world. The main objective of the training is to create a cadre of officers who are excellent Media Managers and Information Advisors; effective public communicators and PR professionals; good Public Service Broadcasters and IEC & Social Marketing experts.

Keeping the above in mind, the course has been structured so as to give an overview of all related fields, with practical inputs, hands-on training and classroom sessions. The course is divided into ten papers which will form the core of the training, besides outstation and in-station attachments (Annexure II)

Objective of the Course

The main objective is of equipping the Officer Trainees with knowledge and skills to manage efficiently and professionally communication and media products, services, and organizations/departments

To provide in-depth knowledge of how markets are organized in each of the major segments of the media industry(publishing, broadcast, movies and the internet)

To develop a critical understanding of contemporary social, cultural and economic processes and to relate these to the rapid and ongoing transformation in the media and communication fields across diverse sectors.

To orient the Officer Trainee to thevarious theoretical frameworks of communication, to understand these changes

To provide hands-on knowledge of the practical usage of communication technology,

 To critically analyzethe government’s role in the context of media, across the spectrum, with thorough knowledge of government processes in administrative and financial matters.

Course Contents

Paper I: Communication Concepts & Communication Research

Paper II: Interpersonal and Visual Communication

Paper III: Print Communication

Paper IV: Broadcasting Tools and Techniques

Paper V: Advertising, Media Planning & Public Relations

Paper VI: Web and Mobile Communication

Paper VII: Government Media

Paper VIII: Development and Communication

Paper IX: Government FunctioningFeedback Strategies

Paper X: Media Management

Paper I: Communication Concepts and Feedback Strategies

(Theory: 50 marks, Research Project: 50 marks)

  • Communication: concepts, process and functions
  • Society, culture and communication media
  • Communication theories & Models
  • Origin and growth of the Mass media
  • mass communication and individual,
  • information needs, patterns of human behavior,
  • comprehension, credibility, formation of attitudes,
  • impact, motivation and action
  • Language, mass communication and society
  • Communication dynamics
  • Public speaking
  • Team building
  • Interpersonal Communication
  • Entertainment, Education and Communication
  • Folk Media
  • Field Publicity
  • Body language
  • Importance of Kinesics
  • Social Mapping
  • Transect walk
  • Communication Research
  • Definition, scope and relevance
  • Research Design
  • Quantitative & Qualitative Methods of Research
  • Sampling Techniques
  • Formal and Informal Schedules
  • Research tool design & development
  • Method of data collection
  • Data analysis
  • Presentations of Data
  • Analysis of data and report preparation
  • Presentation of the Report
  • Participatory Research & Appraisal
  • Participatory Learning for action
  • Tools & techniques
  • Monitoring & Evaluation of communication

Suggested Readings for Paper I

  1. The process and Effects of Mass Communication, ed. by Wilbur Schramm, 1971
  2. Methods in Social Research by William J Good and Paul K Hatt (Macmillan), 1967
  3. Introduction to Communication Studies, , Fiske J,1982, Methuen, London
  4. Theories of communication: A Short Introduction – Armand Mattelart & Michele Mattelart,Sage
  5. Thinking through Communication, Sarah Trenho,m, Allynx, Bacon, Singapore, 1999
  6. Communication: An introduction - Denis McQuail
  7. Media Sociology - David Barret, Sage Publications
  8. Introducing Communication History - Richard and Turner, Mayfield, London, 2000
  9. How to Research - Blaxter, Hughes, Tight - Viva Books, 1999
  10. Many Voices One World, Kac Bride et al, Kogan Page, London, 1986
  11. Mass Communication in India, Kewal J Kumar, Jaico, 2001
  12. Dictionary of Media and Journalism, Singh CP, IK International, Delhi-2004
  13. The Basics of Communication Research, Baxter, Leslie A, Australia: Thomson Wadsworth, 2004
  14. A guide to Empirical Research in Communication: Rules for looking, Sumser, John, Sage Publications, New Delhi, 2001
  15. Interpersonal Communication: Everyday Encounters, Wood, Julia, , Australia:Wadsworth Thomson Learning, 2002

Journals/Magazines –

  • Communication Theory
  • Communicator
  • Journal of Communication
  • Australian Journal of Communication

Paper II: Interpersonal and Visual Communication

(Theory: 50 marks, Project/Assignments: 50 marks)

  • Visual communication
  • Visual perception and visual persuasion
  • Concepts and functions graphic communication
  • Design principles
  • Study of type and type faces
  • Use of colors in design
  • Design applications: layout, logo, trade mark, etc.
  • Use of visuals in different media
  • Photo Communication
  • Understanding Camera
  • Composition Techniques,
  • Photo feature
  • Photo Journalism
  • Film communication
  • Film as a medium of mass communication, policies governing films
  • Evolution of Indian Cinema
  • Interface of film industry and government,
  • Regulatory mechanism, film as a potential export commodity
  • Visual Journalism
  • Visual story telling trends
  • Ethical issues
  • Monitoring & Evaluation of communication

Suggested Readings for Paper II

  1. Traditional Folk Media in India - Dr Shyam Parmar, Research Press, 1995
  2. Fundamentals of Copy & Layout, Albert Book and Dennis Schiel (USA : National Text Book Company, 1997)
  3. Graphics for the Desktop Publishing, Brucet Paddock (New York : Management Information Source Inc, 1993)
  4. Essential Skills : Photographic Lighting, John Child and Mark Galer (Oxford Focal Press, 1999)
  5. Corporate Media Production, Roy Dizazzo, Focal Press, 2002
  6. Basic of Video Sound, Des Iyver, Boston Focal Press, 1999
  7. Basics of Video Production, Lyver and Swainson, Boston Focal Press, 1999)
  8. Art and Production, N N Sarkar, New Delhi : Sagar Publication, 1995
  9. Information Technology, Williams & Sawyer, Tata McGraw Hill 2000
  10. Television Production Handbook, Herbert Zettl, Australia, Thompson, 2002
  11. Visual Communication: Images with Messages by Paul Martin Lester, Thomson Wadsworth, 2006
  12. Visual Communication: Integrating Media, Art and Science by Rick Williams Julianne Newton, 2007

Mag/Journals:

  • Better Photography
  • Practical Photography

Paper III: Print Communication

(Theory: 50 marks, Assignments: 50 marks)

  • Growth & History of the Print Media
  • Evolution of Printing as means of communication
  • Evolution and early history of Press
  • Role of English Press in freedom struggle
  • Role of Language Press in freedom struggle
  • Role of Press in making of modern India
  • Press since Independence
  • Press Laws and Ethics
  • Laws, Ethics, Conventions and Norms
  • Constitution and Press Laws
  • Laws of libel and defamation
  • Contempt of Court and Contempt of Legislature
  • Official Secrets Act and Right to Information
  • Copyright and IPR
  • Self-regulation and Media Ethics
  • Press Council of India
  • Case Studies
  • News Reporting and Editing
  • Basic elements of news report
  • Structure of news report
  • Reporting Set-up
  • Developmental and popular interest approach
  • Investigative and interpretative reporting
  • Feature & Opinion Writing
  • News and non-news features
  • Interview based features
  • Special articles
  • Backgrounders
  • News Writing & Editing
  • Writing a news story
  • Headline writing
  • Editing symbols
  • Newspaper Vocabulary

Suggested Readings for Paper III

  1. The Press by M Chalapathi Rao (National Book Trust)
  2. History of Journalism - Parthasarthy Rangaswami
  3. Encyclopaedia of World Press
  4. Indian Journalism, Nadig Krishna Murthy
  5. History of Indian Press, J Natarajan
  6. Press Laws by DD Basu (Prentice Hall)
  7. Press Laws - Subir Ghosh
  8. The Dawn of Hope – Ali Ashraf, Northern Book Centre
  9. Philosophies of Communication and Media Ethics : Theory, Concepts and Empirical Issues – Kiran RN, BR Publications
  10. Press As A Leader of Society – IIMC
  11. A short History of Assamese Newspapers - Profulla Chandra Borua, Sahitya Ratna Prakashan
  12. Ethics in Media Communication:Cases & Controversies, Louis Alvin Day, Australia, 2003.
  13. Mass Communication Law and Ethics, Roy L Moore, New Jersey, 1999.
  14. Ethics & Journalism, Karen Sanders, New Delhi, 2003.
  15. The International Libel Handbook: A practical guide for journalists, Butterworth,1995.
  16. Press Laws and Ethics of Journalism, P K Ravindranath, Delhi, 2004.
  17. The Law of Public Communication, Kent R Middleton, New York, 2001.
  18. The Taming of the Press: Cohen V Cowls Media Company, Elliot C Rothenberg, London, 1999.
  19. Modern History of Indian Press, Sunit Ghosh, Delhi, 1998
  20. The Press in India: Perspective in Development and Relevance,K S Padhy and RN Sahu, New Delhi, 2005.
  21. Editing for Print, Geoffrey Rogers - Mocdonald Book, 1993
  22. Editors on Editing, HY Sharda Prasad, National Book Trust, 1993
  23. Editing Today, Ron F Smith and Loraine MO” Connel - Lowastate University Press, 1996
  24. Elements of Style, William Strunk Jr, Macmillan (Revised by EB White)
  25. The New Fowler’s Modern English Usage, R W Burchfield, Oxford
  26. Creative Editing, Dorthy A Bowles, Australia, Thomson Wadsworth, 2004.

Journals/Magazines –

  • Journal of Mass Media Ethics

Paper IV: Broadcasting Tools and Techniques

(Theory: 30 marks, Assignments: 70 marks)

  • Growth & History of the Broadcast Media in India
  • Introduction to radio and television journalism
  • Formative research: the importance of research in building up a story/programme
  • Conducting Interviews for both radio and television
  • Getting Vox Pops
  • Anchoring panel discussion
  • Horizontal Thinking; Making best use of resources to produce programmes for more than one medium on a given topic.
  • Radio tools and techniques
  • Scripting
  • Understanding sound, mikes, using and taking care of the tape recorder.
  • Sound recording in various locations
  • Dubbing
  • Writing and Reporting for Radio News
  • Digital Audio Editing
  • Preparing a News Bulletin
  • Preparing a magazine programme
  • Community Radio
  • Growth and prospects of Community Radio
  • Radio as a medium for social change
  • Case Studies
  • Apna Radio
  • Television tools and techniques
  • Electronic News Gathering
  • Thinking in pictures and use of story boards
  • Location Shooting
  • Editing
  • Use of Graphics
  • Post-Production
  • TV News Bulletin-Theory and Practice

Suggested Readings for Paper IV

  1. Radio : A Guide to Broadcasting Techniques by Elwyn Evans (Barrie and Jenkins)
  2. Broadcasting and the People by Mehra Masani (National Book Trust)
  3. Television & Social Change in Rural India – Kirk Johnson, Sage Publications
  4. The Radio Handbook, Carole Fleming, Routledge, 2002
  5. Broadcast Journalism, Andrew Boyal, OUP, 1999
  6. Broadcast News Writing, Reporting and Producing, Ted White (II Edition), Focal Press, 1996
  7. Television News, Ivor Yorke, Focal Press, Oxford, 1995
  8. AIR Style Book, New Delhi,1991
  9. Before The Headlines - A Handbook of TV Journalism, CP Singh, Macmillan, 1999
  10. Televising Your Message, Mitchell Wanda, National Textbook Company Illinois (latest edition)
  11. CNN International Writing Guide (latest edition)
  12. Broadcasting News : Writing, Reporting and Producing, Ted White, New Delhi, 2002.
  13. Broadcasting Journalism : Techniques of Radio and Television News, Andrew Boyd,New Delhi, 2001.
  14. Lectures on Broadcasting Journalism, P K Ravindranath, Delhi, 2004.
  15. Digital Broadcasting Journalism, Jitendra Kumar Sharma, Delhi, 2003.
  16. Broadcast Journalism in the 21st century, K M Shrivastava, New Delhi, 2005.
  17. The Broadcast Journalism handbook:A Television News survival guide, Robert Thompson, Oxford, 2004.
  18. Broadcasting and Telecommunication: An Introduction, John R Bittner, New Jersey, 1991.
  19. News Flash : Journalism, Infotainment, and the bottom- line business of broadcast news, Bonnie M Anderson, San Francisco, 2004.
  20. Broadcast News Writing stylebook, Robert A Papper, London, 1995.
  21. Communication Media and Electronic Revolution, Aruna Zachariah, New Delhi, 2005.
  22. Visual Journalism: A Guide for New Media Professionals, Christopher R harris, London, 2002.
  23. Before the Headline: A Handbook of Television Journalism, Chandrakant P Singh, Delhi, 1999.

Journals/Magazines –

  • Journal of Broadcasting & Electronic Media

Paper V: Advertising, Media Planning & Public Relations

(Theory: 50 marks, Campaign/Assignments: 50 marks)

  • Advertising: concepts and principles
  • Evolution, relevance and classification of advertising
  • Advertising agency management, account planning, client servicing,

media planning, brand building

  • Role of creativity in advertising
  • Media planning in advertising
  • Strengths and weaknesses of various media.
  • Sources of media information
  • Media terminology:Circulation, Readership, Viewership, Listenership, Reach, frequency, OTS, exposure,Impressions, GRPs, TRPs
  • Media buying techniques
  • Information needs for making a media plan
  • Preparing a media brief
  • Developing media strategy and plan
  • Evaluation of Media Plan
  • Learning of relevant software
  • DAVP’s media buying
  • Public relations
  • PR principles, tools, methods
  • Image management
  • Communication audit
  • Crises management
  • Case studies in PR and Govt./corporate communication

Suggested Readings for Paper V

  1. Advertising, Dorothy Cohen, USA: Scott. Forsmon and co. 1988)
  2. Advertising Management, Jaishri Jethwaney, Phoenix
  3. Media Planning, Arnold Barban, USA NTC Business Book, 1997
  4. Media Math: Basic Technique of Media Evaluation Robert Wall, Illinois NTS Business Books 1995
  5. Ogilvy on Advertising, David Ogilvy, London, Prion Books, 1997
  6. Uncommon Sense of Advertising: Getting the Facts Right, Sanjay Tiwari, Response, 2003
  7. Public Relations, J Jethwaney, Sterling
  8. The PR Style Guide, Brown Barbara Diggs, Thomson Wadsworth 2000

Media source books

  • Indian Newspaper society( INS)
  • Audit Buraeu of circulation(ABC)
  • National Readership Survey(NRS)
  • Indian Readership Survey(IRS)
  • India 2004
  • National Economic Survey

Journals

  • Journal of Advertising
  • PR Quarterly,
  • Journal of Public Relations,
  • Public Relations review
  • PR Strategist.
  • Advertising age
  • Campaign
  • International Journal of advertising
  • Journal of current issues and Research in advertising
  • Advertising and Marketing
  • Pitch

Paper VI: Web-basedCommunication

(Theory: 50 marks, Assignments: 50 marks)

  • The Internet
  • Emerging trends in information technology and their impact on communication techniques
  • Multimedia Applications, Benefits and Problems
  • Internet as a research tool
  • Basic web design
  • Writing for the internet
  • E-Governance
  • Social media
  • Governance in the light of social media
  • New developments
  • Using social media to connect
  • Monitoring content
  • Metrics
  • Mobile Communication
  • The telecommunication sector in India: growth and prospects
  • Use of mobile communication for governance
  • Mobile communication and development
  • Case Studies
  • Regulating cyber space
  • Internet ethics; laws and issues:
  • IT Act; Convergence Bill;
  • Privacy - cookies, bugs, spamming and advertisers; security
  • IPR, copyright; opinion polls, bulletin board and Net communities
  • misinformation, cross-checking and objectivity
  • Net-poor and Net-rich. Types of connectivity & associated problems in a developing country like India
  • freedom of expression vs. content regulation; e-governance
  • Cyber journalists as publishers and entrepreneurs.
  • Software such as Adobe CS, Quark Express and others available

Suggested Readings for Paper VI

  1. A Journalist’s Guide to the Internet, Callahan, Christopher, Allyn and Bacon, London, 1999.
  2. Introduction to Information Technology, Turban, Rainer, Potter, John Wiley Publications, 2001
  3. Online Journalism, Jim Hall, Pluto, 2001
  4. Web Production (II edition), Jason Whittaker, Routledge, 2001
  5. Using Information Technology, Brian K Williams, New Delhi, 2003
  6. Information Communication Technology & Education, VC Pandey, Delhi
  7. Cyber Cops, Cyber Criminals & Internet, Deepti Chopra, New Delhi, 2002
  8. Information and Communication Technology: Recasting Development, Delhi, 2004
  9. Digital Sub-editing & Design, Stephen Quinn, New Delhi, 2001.
  10. Cyber Laws E, Commerce & M-Commerce, Tabrej Ahmed, New Delhi, 2003.
  11. Cyber Crimes and Law, VC Dideja, New Delhi, 2002
  12. Handbook of Cyber Law, Cakul Sharma, New Delhi:
  13. Cyber Media Journalism: Emerging Technology, Jagdish Chakravarthy, Delhi, 2003.
  14. Journalism Online, Mike Ward, London, 2002.
  15. Multimedia: Concepts and Practice, Stephen McGloughlin, New Jersey, 2001.
  16. Copywriting for the Electronic Media : A Practical guide, Milan D Meeske, Australia, 2003.

Paper VII: Development and Communication