PRIST UNIVERSITY

PONNAIYAH RAMAJAYAM INSTITUTE OF SCIENCE AND TECHNOLOGY

(Declared Under Sectin ! " UGC Act#$%&%'
VALLAM#THANJAVUR()$! *+!#TAMILNADU#INDIA,
MBA (JOURNALISM AND MASS COMMUNICATION)
Code No: 080
(Effective Fro !0"0#!0"")
Re$%&'tio() '(d S*&&'+%)
(I , II -e'r)
CENTRE FOR DISTANCE EDUCATION
(Reco$(i.ed +* Di)t'(ce Ed%c'tio( Co%(ci&/ Ne0 De&1i)
Ref2F2No23RIST U4TN4Reco$4856!4!008 D'ted 70#08#!008)
9MBA (JOURNALISM AND MASS COMMUNICATION)
I) D%r'tio( T- .ear/
II) Medi% En0li/1
III) E&i$i+i&it* H,S,C 2 $+34 2 An. UG De0ree
I:) Met1odo&o$*:
T1e 5et1dl0. " di/tance ed6catin incl6de/ t1e /677l. " /el"(
in/tr6ctinal /t6d. 5aterial/ in 7rint8CD "r5at# "ace(t("ace in/tr6ctin "r
t1er. and 7ractical t1r601 cntact cla//e/ "r a li5ited 7erid d6rin0 -ee9
end/ and n 1lida./ n c576l/r.87tinal :a/i/# di//e5inatin "
in"r5atin ;er e(5ail# St6dent ( S677rt Ser;ice at ;ari6/ St6d. Centre/ "
t1e Uni;er/it.# End A//e//5ent cnd6cted :. t1e Uni;er/it. at ;ari6/ 7art/
" India,
:) ;ei$1t'$e for E(d A))e))e(t: T1e -ei01ta0e "r End A//e//5ent (EA'
:e $++< 6nle// t1er-i/e 5entined in t1e /c1e5e " E=a5inatin/,
:I) Credit S*)te: Credit /./te5 /1all :e "ll-ed -it1 credit/ a//i0ned
:a/ed n t1e "ll-in0 calc6latin> eac1 credit i/ e?6i;alent t 4&(!+ 16r/ "
e""ecti;e /t6d. 7r;ided in t1e Ti5e Ta:le " t1e "r5al /./te5,
VII' GRADING SYSTEM@
At <3RIST=/ c%rre(t '(d c%%&'tive $r'de >oi(t 'ver'$e i) c'&c%&'ted +')ed o( )i?
0ei$1t'$e) $ive( to t1e )i? &etter $r'de) ') det'i&ed +e&o02
Gradin0 S./te5 "r indi;id6al /6:Aect/@
Mar9/
Sec6red
Grade
Pint (G'
Letter
Grade
%+($++ $+ S
B+(B% % A
C+(C% B D
)+()% C C
&+(&% ) D
E&+ + F
C'&c%&'tio( of C%rre(t , C%%&'tive See)ter 3erfor'(ce:
T1e 7er"r5ance " Candidate/ in t1e c6rrent .ear8/e5e/ter and 7er"r5ance "r5 t1e I
.ear8/e5e/ter t t1e c6rrent .ear8/e5e/ter are indicated a/ C6rrent and C656lati;e
Se5e/ter 7er"r5ance, T1i/ i/ e/ta:li/1ed in t- -a./> ne 6/in0 Grade Pint a;era0e
and ant1er 6/in0 Fei01ted A;era0e Mar9/,
T1e/e are calc6lated :. t1e "ll-in0 "r56lae,
C%rre(t4C%%&'tive @r'de 3oi(t Aver'$e (C@3A):
C6rrent Grade Pint A;era0e (CGPA'@ T1e c6rrent .ear8/e5e/ter GPA " a /t6dent i/
calc6lated :. di;idin0 t1e /655atin " credit " t1e c6r/e 56lti7lied :. t1e 0rade 7int
earned :. ttal credit " all t1e c6r/e/ in t1e c6rrent /e5e/ter,
C656lati;e Grade Pint A;era0e (CGPA'@ T1e c656lati;e GPA " a /t6dent i/ calc6lated
:. di;idin0 t1e /655atin " credit " t1e c6r/e/ 56lti7lied :. t1e 0rade 7int earned
:. ttal credit " all t1e c6r/e/ t1e /t6dent 1a/ re0i/tered /tartin0 "r5 t1e I
.ear8/e5e/ter 67 t t1e c6rrent .ear8/e5e/ter,
C%rre(t4C%%&'tive @r'de 3oi(t Aver'$e (C@3A)

=
=
=
n
i
i
n
i
i i
C
G C
$
$
;1ere Ci A Credit of t1e co%r)e BiC D
@i A @r'de 3oi(t o+t'i(ed +* t1e )t%de(t i( t1e co%r)e BiE D
Fei01ted A;era0e Mar9/ (FAM'@

=
=
=
n
i
i
n
i
i i
C
M C
erageMarks WeightedAv WAM
$
$
' (
;1ere Ci A Credit of t1e co%r)e BiC D
Mi A Tot'& 'rF) (CIAiGESEi) o+t'i(ed +* t1e )t%de(t i( t1e co%r)e BiCD
CIAi A Co(ti(%o%) I(ter('& A))e))e(t 'rF) )ec%red +* )t%de(t i( t1e co%r)e BiE (o%t of
80H)D
ESEi A E(d See)ter E?'i('tio( M'rF) )ec%red +* )t%de(t i( t1e co%r)e BiE (o%t of 80H)D
Year8 Se5e/ter and C656lati;e .ear8Se5e/ter E;al6atin@
CGPA Grade Cla//i"icatin
%,&+($+,++ S Di/tinctin
B,&+(%,*% A
C,&+(B,*% D Fir/t Cla//
),&+(C,*% C
),++(),*% D Secnd Cla//
ADSENT IN EGAMINATION@
A+)e(t i( e?'i('tio( 0i&& +e co()idered ') Iero @r'de >oi(t ') )1o0( +e&o02
Mar9/
Sec6red
Grade
Pint (G'
Letter
Grade
ADSENT + Nil
PASSING MINIMUM MARHS@
For '&& 3ro$r')/ t1e >'))i($ i(i% 'rF i) 80H2
Code No Co%r)e Tit&e
St%d*
I(>%t4L'+or'tor*
Se))io( (1o%r))
Credit
M'rF)
CA EA Tot'&
DPDJ 4+$ Dradca/t Mana0e5ent $B+ )
4& C& $++
DPDJ 4+4 Mar9etin0 C556nicatin $B+ )
4& C& $++
DPDJ 4+! Media Hi/tr.# La-/ 2 Et1ic/ $B+ )
4& C& $++
DPDJ4+*
Print Prd6ctin Tec1nl0. 2
Mana0e5ent
$B+ )
4& C& $++
DPDJ4+& T1erie/ " C556nicatin $B+ )
4& C& $++
DPDJ 4+)
PF
PrAect Fr9
$B+ ) 4& C& $++
Tot'& "080 75 "80 J80 500
Code No Co%r)e Tit&e
St%d*
I(>%t4L'+or'tor*
Se))io( (1o%r))
Credit
M'rF)
CA EA Tot'&
DPDJ $+$
C576ter A77licatin/ Fr
Mana0er/
$B+ )
4& C& $++
DPDJ $+4 Mana0erial Ecn5ic/ $B+ )
4& C& $++
DPDJ $+! Editin0 And Re7rtin0 $B+ )
4& C& $++
DPDJ $+* Intrd6ctin t C556nicatin $B+ )
4& C& $++
DPDJ $+& Mana0e5ent Prce//e/ $B+ )
4& C& $++
DPDJ $+)
Re/earc1 Met1d/ Fr D6/ine//
Deci/in/ $B+ ) 4& C& $++
Tot'& "080 75 "80 J80 500
I K -EAR
II # -EAR
I -EAR
D3BJ "0": COM3UTER A33LICATIONS FOR MANA@ERS
U(it " # Co>%ter) '(d B%)i(e)):
C576ter @ De"initin I E;l6tin I I57act " C576ter/ in t1e Sciet. IT1e Trend/ in
IT incl6din0 Hard-are# O7eratin0 S./te5/# S"t-are and Pac9a0e/ and Peri71eral/ I
A77licatin/ " C576ter/ in D6/ine//,
U(it ! # ;i(do0) , ;ord 3roce))i($:
U/in0 Find-/ I U/in0 Find-/ E=7lrer I Frd Da/ic/ I Fr5attin0 Te=t and
Dc65ent/ I Fr9in0 -it1 Header/# Fter/ and Ft Nte/ I Ta:/# Ta:le/ and Srtin0 I
Fr9in0 -it1 Gra71ic/ I Te57late/ and FiJard/ I Creatin0 Macr/ and Men6/ I Mail
5er0e,
U(it 7 # U)e of S>re'd)1eet:
E=cel :a/ic/ I Arran0in0 Fr9/1eet/ I F6nctin/ I C1art and It/ Feat6re/ I Gra71ic/ I
F1at i" PrAect/,
U(it J # D't'+')e '>>&ic'tio():
Intrd6ctin t Acce// I Creatin0 Data:a/e/ I Fr5/ I Enterin0 and Editin0 Data I
Findin0# Srtin0 and Di/7la.in0 Data I Re7rt/# Letter/ and La:el/ I Relatin/1i7/ I
E=7re//in/ and Macr/ I Lin9in0# I57rtin0 and E=7rtin0 Recrd/,
U(it 8 K A>>&ic'tio( for 3re)e(t'tio() '(d ;or&d ;ide ;e+:
P-er 7int Da/ic/ I Ma9in0 a Pre/entatin I Slide /1-/ I Ani5atin/ and /7ecial
e""ect/, Intrd6ctin t Frld Fide Fe: ( Internet 7eratin/ ( Intrd6ctin t Electrnic
C55erce and Electrnic D6/ine// ( Need "r C.:er Prtectin
REFERENCES
$, SanAa. Sa=ena# MS O""ice 4+++ "r E;er.ne# Vi9a/ P6:li/1in0 H6/e,
4, Hri/1nan N# Find-/ and MS O""ice 4+++ -it1 Data:a/e Cnce7t/# Scitec1
P6:licatin/# C1ennai,
!, Grie;er# Yair Alan# F=Pr 4,)@ Cde D9# DPD P6:li/1er/# Ne- Del1i# $%%*,
*, Ed-ard Jne/# F=Pr 4,& "r Find-/ In/ide 2 O6t# McGra- Hill# $%%),
&, Da;id F1i0a5# K6antitati;e D6/ine// Met1d/ U/in0 E=cel# O="rd# $%%B,
), Ed-ard Fillet# Da;id Cr-der# and R1nda G-der# MS O""ice Di:le# IDG
D9/ India P;t, Ltd,
D3BJ "0!: MANA@ERIAL ECONOMICS
UNIT I
General F6ndatin/ " Mana0erial Ecn5ic/ I Ecn5ic a77rac1# Circ6lar "l- "
acti;it.# Nat6re " t1e "ir5 I Fr5/ " r0aniJatin/ I O:Aecti;e/ " "ir5/ I De5and
anal./i/ and e/ti5atin I Indi;id6al# Mar9et and Fir5 de5and# Deter5inant/ " de5and#
Ela/ticit. 5ea/6re/ and :6/ine// deci/in 5a9in0# De5and "reca/tin0 I T1er. " t1e
"ir5 I Prd6ctin "6nctin/ in t1e /1rt and ln0 r6n I C/t cnce7t/ I S1rt r6n and
ln0 r6n c/t/,
UNIT II
Prd6ct Mar9et/ I Mar9et Str6ct6re I C57etiti;e 5ar9et I I57er"ect c57etitin and
:arrier/ t entr. I Pricin0 in di""erent 5ar9et/ I Rec6r/e Mar9et/ I Pricin0 and
E57l.5ent " in76t/ 6nder di""erent 5ar9et /tr6ct6re/ I Fa0e/ and -a0e di""erential/,
UNIT III
Princi7le/ " Ecn5ic Deci/in(5a9in0 I Ca7ital D6d0etin0 Tec1ni?6e/ I Pre/ent
Frt1 Met1d I F6t6re -rt1 Met1d I Ann6al e?6i;alent Met1d I Rate " Ret6rn
Met1d I Re7lace5ent Ecn5. I Ecn5ic Li"e I C/t " Ca7ital(Anal./i/ " ri/9 and
6ncertaint.,
UNIT I:
Intrd6ctin t Natinal Inc5e I Mdel/ " Natinal Inc5e Deter5inatin I
Ecn5ic Indicatr/ I Tec1nl0. and E57l.5ent II//6e/ and C1allen0e/> D6/ine///
and G;ern5ent
UNIT :
Inter(Sectral Lin9a0e/@ Macr A00re0ate/ and Plic. Interrelatin/1i7/ I Fi/cal and
Mnetar. Plicie/ I Ind6/trial Finance I Mne. Mar9et# Ca7ital Mar9et and In/tit6tinal
Finance
REFERENCES:
$, G67ta G,S,# Mana0erial Ecn5ic/# Tata McGra- Hill
4, Ri00/# J,L,# Mana0erial Ecn5ic/# McGra- Hill
!, Sti0litJ J,# Princi7le/ " Micrecn5ic/# Nrtn P6:li/1er/ 4
nd
Editin# $%%B
*, Peter/n# HC and F,C,Le-i/# Mana0erial Ecn5ic/# Prentice(Hall " India#
Ne- Del1i,
D3BJ "07: EDITIN@ AND RE3ORTIN@ MANA@EMENT
UNIT I
Ne-/7a7er r0aniJatin@ /tr6ct6re I Re7rtin0 and editin0 /ectin@ "6nctin/ " editrial
2 re7rtin0 de7art5ent> d6tie/# re/7n/i:ilitie/ and ?6ali"icatin/ " editrial 2 re7rtin0
/ta""@ C1ie" editr and re7rter# Ne-/ editr# S6: Editr/# Crre/7ndent/ and re7rter/,
Ne-/ /electin 7rce//@ criteria I in"l6encin0 "actr/> C7. de/9 "6nctin/# 7at1 " a
c7.# 5r06e, D6tie/# re/7n/i:ilitie/# ri01t/ and 7ri;ile0e/ I O:Aecti;it.# editrial
"reed5 ;/ ne-/7a7erL/ 7licie/ and :Aecti;e/, Trend/ in re7rtin0@ Inter7retati;e and
In;e/ti0ati;e I Freelancin0,
UNIT II
Fritin0 2 editin0 ne-/ Re7rt ( Princi7le/ " editin0 2 re7rtin0 I editrial /7ace I
ne-/ ;al6e ( c7. "ittin0# c1ec9in0 "act/# cntin6it.> 7ara0ra71in0# 0ra55ar#
76nct6atin# ta/te# /t.le# /7ellin0 etc> Re-ritin0 I Ele5ent/ " ne-/# Str6ct6re " Ne-/
Str. I In;erted P.ra5id /t.le> Lead@ i57rtance# t.7e/ " lead> :d. " t1e /tr.>
attri:6tin# :Aecti;it.> Inter;ie-/M t.7e/# tec1ni?6e/# 7re7aratin and -ritin0 inter;ie-
/tr., Headline/@ I57rtance# "6nctin/ " 1eadline/# t.70ra71. and /t.le# lan06a0e#
t.7e/ " 1eadline/> reada:ilit. and le0i:ilit., Pict6re editin0@ I57rtance " 7ict6re/#
/electin " ne-/ 7ict6re/# c6tline/# cr77in0 5et1d/, St.le /1eet 8 5an6al,
UNIT III
Re7rtin0 0;ern5ent and t1er a0encie/@ Central# State and Lcal G;ern5ent/# R6ral
re7rtin0 IDeat/ and S7ecial C;era0e/, C;erin0 e//ential /er;ice/ C556nicatin/#
Tran/7rt# Ed6catin# and Healt1 etc,( /6rce/ " ne-/ ( Pre// Cn"erence@ Pre7aratin#
Hand6t# and Pre// relea/e, Ne-/ a0encie/@ Str6ct6re and "6nctinin0 " ne-/ a0encie/ I
a0enc. /er;ice/ @/6:/cri7tin 7rced6re# c/t and 6/e> A0enc. 7r"ile@ PTI# UNI# AFP#
AP# Re6ter/#TASS# UPI,
UNIT I:
Re7rtin0 Le0i/lat6re@ Prceedin0/# P-er/ and Pri;ile0e/ " t1e H6/e, Re/7n/i:ilitie/
" t1e 7re//, Re7rtin0 J6diciar.@ P-er/ and Pri;ile0e/ " t1e C6rt I Preca6tin/ in
re7rtin0, Cri5e Re7rtin0@ S6rce " ne-/# 7rced6re# re7rtin0 /t.le# 7reca6tin/ in
cri5e re7rtin0# 7r:le5/ and 1aJard/> C;erin0 76:lic 5eetin0/ and /7eec1e/@ d/ and
dnt/,,
UNIT ::
S7rt/ Re7rtin0@ Fritin0 St.le# Lan06a0e 6/e# S7rt/ ter5/# U/e " 7ict6re/, Science
Re7rtin0# Financial Re7rtin0, Feat6re/@ T.7e/# C1aracteri/tic/# St.le/# S6:Aect/ and
Sc7e, Pr"ile/# G6e/t cl65n/# Letter/ t t1e editr# S.ndicated cl65n/# S7n/red
cl65n/, Cl65ni/t/ I ad;erti/e5ent/ ( ne-/7a7er la.6t and de/i0n,( Re;ie- "
editrial 7a0e " ne-/7a7er/, Fritin0 Re;ie-/@ D9# Fil5@ Prced6re and St.le,
REFERENCES:
NNe-/ Re7rtin0 and Fritin0L, Menc1er# Mel;in, MC Gra- Hill# NY, 4++!,
NT1e C57lete Re7rterL,(*t1 ed,', Harri/# J6lian et, Al,# Mac5illian# NY, $%B$,
NInter7retati;e Re7rtin0L,(Ct1 Edn', C6rti/ Macd60all, Mac5illian# NY, $%CC,
NRe7rtin0 "r t1e Print 5ediaL, (4nd ed' , >Fedler# Fred, Harc6t# Dr6ce J;an;ic1 Inc,#
NY, $%C%,
NNe-/ Re7rtin0 and Fritin0L,(%t1 ed', Menc1er# Mel;in, McGra- Hill# NY, 4++!,
NPr"e//inal J6rnali/5L MV Ha5at1# Vi9a/ P6:, Ne- Del1i ,$%B+,
NPr"e//inal J6rnali/5L Jan Na9e56lder et al, An5l P6:, Ne- Del1i# $%%B,
NJ6rnali/5 Tda.L , Na;in C1andra 2 C1a601an# Hani/19a P6:, Ne- Del1i, $%%C,
NSt.le in J6rnali/5L, PVL# Nara/i51a Ra# Orient Ln05an# C1ennai, $%%B
NFritin0 Feat6re Article/L, Drendan Henne/a.# Heine5ann P6:, Lndn, $%B%,
NDe.nd t1e "act/@ A 06ide t t1e art " "eat6re -ritin0L# T6i/ Ale=ander# G6l" 76:,
Lndn# $%B4,
NCreati;e inter;ie-in0L, MetJler# 7rentice Hall# $%C%,
NDi5en/in/ " 5dern J6rnali/5L NC, Pant 2 J, H65ar# Hani/19a P6:, Ne- Del1i
$%%&,
NNe-/7a7er/ Hand:9L (!rd ed,' Hee:le# Ric1ard, R6tled0e# Lndn,4++$,
NNe-/ Editin0 in t1er. and 7racticeL, DanerAi# Da0c1i 2 C,# Ne- Del1i , $%%4,
N Art " editin0L, Da/9ette 2 Si//r/# MacMillian# NY# $%CC,
NEditrial T1in9in0 and Fritin0L, , D6/1# C1iltn, Green-d 7re//# Cnnectic6t, $%C+,
NNe-/7a7er Or0ani/atin and Mana0e5entL (&t1 ed,', Fillia5/n# Her:ert , I-a State
Uni;, $%CB
NEditrial and 7er/6a/i;e -ritin0L, Harr. Stneci71er# Ha/tin0 H6/e# NY# $%C%,
NArt " Editin0L, Man1ar P6ri, Pra0a P6:, Ne- Del1i, 4++),
NC1ica0 Man6al " St.leL, ($*t1 Ed', Prentice Hall # Ne- Del1i# $%%),
NSi57le S6:/ D9L , Seller/# Le/lie, Per0a5n# O="rd,$%)B,
NNe-/ Editin0L, Fe/tle.# Dr6ce, O="rd 2 IDH# Ne- Del1i, $%C&,
NPict6re Editin0 @ An intrd6ctin N T5 An0# Fcal Pre//# O="rd, $%%)#
Fi;e ;l65e /erie/ " :9/ :. Harld E;an/# Heine5ann# Lndn# $%C4# $%C*# $%C),
(D9/@ Ne-/5anL/ En0li/1# Handlin0 Ne-/7a7er te=t# Ne-/ Headline/# Pict6re Editin0#
Ne-/7a7er De/i0n'
N T1e Internatinal Ne-/ A0encie/L, Oli;er# D.d# Rennett, Sa0e# Lndn# $%B+,
N F6r Frld/ " -ritin0L La6er et al, Har7er 2 R- P6:, NY# $%B$,
D3BJ "0J: INTRODUCTION TO COMMUNICATION
UNIT I
COMMUNICATION ( De"initin/# /c7e# "r5/ and 76r7/e> T.7e/ " C556nicatin
I Inter 7er/nal# Intra 7er/nal# Ma//# Or0aniJatinal# Ver:al# Nn(;er:al# Plitical
C556nicatin> Ne- C556nicatin tec1nl0ie/ and t1e e5er0in0 trend@ 0l:al and
Indian cnte=t,
UNIT II
Prce// " C556nicatin I S6rce# Ma//a0e# C1annel# Recei;er# Feed:ac9# Encder#
Decder# Ni/e in c556nicatin I t.7e/ " ni/e ( Da/ic Mdel/ in C556nicatin
cnce7t " Gate 9ee7in0@ Gate 9ee7er/ in 5a// 5edia,
UNIT III
Lan06a0e and c556nicatin> I57rtance and 6/e " lan06a0e# P/.c1l0. " lan06a0e#
Lan06a0e and Se5antic/@ Dentati;e# Cnntati;e# Cnte=t6al# Str6ct6ral 5eanin0/>
/e5itic/> Lan06a0e a/ a :arrier in 56lti(lin06al /cietie/ and cr// c6lt6ral
c556nicatin I tran/latin (7r:le5/ and /l6tin/,
UNIT I:
C556nicatin /./te5/ in Indian cnte=t@ Inter7er/nal and 0r67 net-r9/ I Ne-
5edia /it6atin and it/ Sci# Ecn5ic# Plitical and C6lt6ral i57licatin/, P6:lic and
7ri;ate -ner/1i7> 5edia cn0l5eratin ( Scial# Ecn5ic# Plitical and C6lt6ral
"actr/ and t1eir in"l6ence n c556nicatin S./te5/ I 5edia and P6:lic O7inin
7rce//, C556nicatin 7licie/# i//6e/ and F6t6re de;el75ent/,
Annex.48.D -MA Journalsm & Mass Commn - SD !age " o # $%
UNIT :
Ma// C556nicatin@ C1aracteri/tic/> Ma// 5edia I Gr-t1# Ne- 5edia cnte=t#
acce//# cntrl and 6/e, F6nctin/ " Ma// c556nicatin I in"r5atin# ed6catin and
entertain5ent# Scial Nr5# Stat6/ cn"erral# Pri;atiJatin# Mn7liJatin#
CanaliJatin# Inc6latin# Ma// /ciet. and Ma// c6lt6re,( D./"6nctin/ @ /teret.7in0#
c6lt6ral alienatin# i57act n c1ildren> Re06latr. 5ec1ani/5@ 0;ern5ent # 7r"e//inal
:die/ and citiJen 0r67/,
REFERENCES:
NMa// C556nicatin @ An intrd6ctinL # Dittner# J1n, Prentice(Hall# Ne- Jer/e.,
$%B+,
NH65an c556nicatinN# D60n et al# !rd Edn,# Sa0e# Ne- Del1i# $%%*,
NTa=n5. " Cnce7t/ in C556nicatinL# Dla9e 2 Harld/en# Ha/tin0 H6/e# NY ,
$%C%,
NC556nicatin Mdel/L, Mc?6ail# Denni/ and Finda1l# S;en, Ln05an# Lndn,$%B$,
IndiaL/ C556nicatin Re;l6tinL # Sin01al 2 R0er/# Sa0e# Ne- Del1i, 4++$,
NT1e d.na5ic/ " Ma// C556nicatinL, D5inic9# J/e71, McGra- Hill# $%%!,
NMedia t-ard/ 4$/t Cent6r. L# HM, Sri;a/ta;a# Sterlin0 P 6:, Ne- Del1i, $%%B,
NMedia and Gl:ali/atinL, Rantanen# Ter1i, Sa0e# Lndn, 4++&,
NSt6d.in0 Inter7er/nal C556nicatinL, Clar9# R6t1, Sa0e# Lndn, $%%$,
NIntrd6ctin t C556nicatin St6die/L, Fi/9e# J1n, R6tled0e# Lndn,$%%+,
NSt6die/ in Mdern Ma// MediaL Vl,$ 2 4, # H1an 2 H, H65ar# Hani/19a 76:, $%%!,
NMedia# Me//a0e and Lan06a0eL# Mc L61an et al, USA# $%B+,
NMen# F5an Me//a0e/ and MediaL# Sc1ra55 2 Prter# Har7er 2 R- 76:, NY $%B4,
NC556nicatin and c6lt6reL# S,Seet1ara5an# A//ciate 76:, M./re# $%%$,
D3BJ "08: MANA@EMENT 3ROCESSES
UNIT I Nat6re and Prce// " Mana0e5ent a/ Science# Art and Pr"e//in I
Pr"e//inali/atin " Mana0e5ent in India I C6rrent Trend/ I Mana0e5ent Le;el/ ;i/(
O(;i/ /9ill/, Mana0er and En;irn5ent S./te5/ A77rac1 t Mana0e5ent I
Re/7n/i:ilitie/ " Mana0e5ent,
UNIT II Plannin0@ Princi7le/ " Plannin0 I T.7e/ " Plan/ I Ste7/ in Plannin0 I
Li5itatin/ " Plannin0, Deci/in(5a9in0 Mdel/ and Tec1ni?6e/ I Mana0e5ent :.
:Aecti;e/ ( (MDO' I Plic. Fr56latin,
UNIT III Or0aniJin0 Prce//@ Or0aniJatin Str6ct6re and De/i0n I S7an "
Mana0e5ent I Dele0atin and DecentraliJatin I Line and Sta"" Relatin/1i7/,
UNIT I: E//ential/ " Directin0@ Mti;atin Tec1ni?6e/ I Leader/1i7 St.le/ I
C556nicatin Prce//, Cntrllin0@ Prce// " Cntrl I Prere?6i/ite/ " Cntrllin0
S./te5/ I Met1d/ " Cntrl/,
UNIT : C57arati;e Mana0e5ent St.le/ -it1 S7ecial Re"erence t Ja7ane/e
Mana0e5ent Practice/ I Or0aniJatinal Creati;it. and Inn;atin I Entre7rene6rial
Mana0e5ent,
REFERENCES:
$, Harld HntJ 2 HeinJ Feiric1 @ Mana0e5ent# McGra- Hill# T9.,
4, Stnier 2 Fan9el @ Mana0e5ent# Prentice Hall India Ltd,# Ne- Del1i,
!, Ric1ard M, Hd0et/ @ Mana0e5ent# Acade5ic Pre//# Ne- Yr9,
*, Ha57tn @ Mana0e5ent# McGra- Hill# T9.,
&, Peter F, Dr6c9er@ Practice " Mana0e5ent# Pan D9/# Lndn,
D3BJ "05: RESEARCL METLODS FOR BUSINESS DECISIONS
UNIT I
INTRODUCTION@ De"initin " Re/earc1# K6alitie/ " Re/earc1er# C57nent/ "
Re/earc1 Pr:le5# Vari6/ Ste7/ in Scienti"ic Re/earc1# T.7e/ " Re/earc1> H.7t1e/e/
Re/earc1 P6r7/e/ I Re/earc1 De/i0n I S6r;e. Re/earc1 I Ca/e St6d. Re/earc1,
UNIT II
DATA COLLECTION@ S6rce/ " Data@ Pri5ar. Data# Secndar. Data> Prced6re
K6e/tinnaire I Sa57lin0 Merit/ and De5erit/ I E=7eri5ent/ I Hind/ I Prced6re>
Cntrl O:/er;atin I Merit/ I De5erit/ I Hind/ I Prced6re I Sa57lin0 Errr/ I T.7e(
$ Errr T.7e(4 Errr,
UNIT III
STATISTICAL ANALYSIS@ Intrd6ctin t Stati/tic/ I Pr:a:ilit. T1erie/ Cnditinal
Pr:a:ilit.# Pi//n Di/tri:6tin# Din5ial Di/tri:6tin and Pr7ertie/ " Nr5al
Di/tri:6tin/, Pint and Inter;al E/ti5ate/ " Mean/ and Pr7rtin/> H.7t1e/i/ Te/t/#
One Sa57le Te/t I T- Sa57le Te/t/ 8 C1i(S?6are Te/t# A//ciatin " Attri:6te/ I t(Te/t
I Standard de;iatin I C(e""icient " ;ariatin/ I Inde= N65:er# Ti5e Serie/ Anal./i/#
Deci/in Tree,
UNIT I:
STATISTICAL APPLICATIONS@ Crrelatin and Re0re//in Anal./i/ I Anal./i/ "
Variance# C57letel. Rand5iJed De/i0n# Rand5iJed C57lete Dlc9 De/i0n# Latin
S?6are De/i0n I Partial and M6lti7le Crrelatin I Di/cri5inate Anal./i/ I Cl6/ter
Anal./i/ I Factr Anal./i/ and CnAint Anal./i/ I M6lti"actr E;al6atin# T-("actr
E;al6atin A77rac1e/,
UNIT :
RESEARCH REPORTS@ Str6ct6re and C57nent/ " Re/earc1 Re7rt# T.7e/ "
Re7rt# Gd Re/earc1 Re7rt# Pict6re/ and Gra71/# Intrd6ctin t SPSS,
REFERENCES:
$, Fil9in/n 2 D1andar9ar@ METHODOLOGY AND TECHNIKUES OF SOCIAL
RESEARCH,
4, Pa6line V.6n0@ SCIENTIFIC SOCIAL SURVEYS AND RESEARCH,
!, Panneer/el;a5# R,# RESEARCH METHODOLOGY# Prentice Hall " India# Ne-
Del1i# 4++*,
*, Ht1ari@ RESEARCH METHODOLOGY
&, Fe/tin0er# L 2 D, HatJ@ RESEARCH METHODS IN DEHAVIOURAL
SCIENCE,
), SellitJ et al@ RESEARCH METHODS IN SOCIAL RELATIONS,
II -EAR
D3BJ !0": BROADCAST MANA@EMENT
UNIT I
Radi I a :rie" 1i/tr. " :radca/tin0 in India# Nat6re and c1aracteri/tic/ " t1e 5edi65#
Dradca/tin0 7lic.# O:Aecti;e/# Rle " radi in de;el75ent# Rec55endatin/ "
C55ittee/ and Fr9in0 0r67/ I Vid.alan9ar# C1anda# J/1i and Ver01e/e
C55ittee/,Pra/ar D1arat1i Dill# A6tn5. and F6t6re " Radi,
UNIT II
Radi /tatin I /tr6ct6re and "6nctinin0# Per/nnel I re/7n/i:ilitie/# Radi 7r0ra55e
7rd6ctin 7rce// I /t6di "acilitie/# ta7e/, Fritin0 "r radi I 7rinci7le/ and 06ideline/,
Recrdin0# Editin0 I 5et1d/ and tec1ni?6e/, Pr0ra55e "r5at/ "r 0eneral and
/7ecial a6dience/# 7rd6ctin " ne-/# inter;ie-/# "eat6re/ and dc65entarie/# Li/tener
/1i7 /6r;e./,
UNIT III:
Tele;i/in@ Nat6re and C1aracteri/tic/ " t1e 5edi65# De;el75ent " TV net-r9 in
India# TV a/ a /cial and c6lt6ral "rce# TV and natinal de;el75ent I SITE# INSAT>
Plicie/ and Pr0ra55e/ " Drdar/1an# Satellite TV and Ca:le net-r9/> C55ittee/
and rec55endatin/,
UNIT I::
Tele;i/in /tatin I /tr6ct6re and "6nctinin0> Plannin0 and 7rd6ctin " TV
7r0ra55e/@ 7re 7rd6ctin 7rce// I ca5era# "il5 "r5at/# len/e/# /1t/# li01tin0
7rinci7le/ and tec1ni?6e/# t.7e/ " /6nd# a6di cntrl# -ritin0 "r TV> P/t 7rd6ctin
7rce//@ /e?6ence# /tr6ct6re# t.7e/ " tran/itin# "il5 editin0 5et1d/ and tec1ni?6e/#
/6nd and 0ra71ic/> Prd6ctin " ne-/# "eat6re/# inter;ie-/ and t1er 7r0ra55e/>
S7n/red 7r0ra55e/# c55ercial/# ed6catinal :radca/t,
UNIT K ::
Scial and c6lt6ral i57act " "rei0n TV net-r9/# need "r 7lic. "ra5e -r9 # "actr/
in"l6encin0 5edia en;irn5ent# "6t6re " 76:lic :radca/tin0 in India# a6dience re/earc1#
re/earc1 5et1d/ and tec1ni?6e/# trend/ in a6dience re/earc1,
REFERENCES :
NRadi and TV J6rnali/5L :. S1ri;a/ta;a, H,M,# Sterin0 P6:,# $%B%,
NTele;i/in in IndiaL :. A,N, Ac1ar.a# Mana/ P6:licatin/# Ne- Del1i#$%BC,
NT1e /tr. " Ma// 5ediaL :. G6r5eet Sin01 Mann, Harna5 76:,# Ne- Del1i# $%BC,
NPr"e//inal Dradca/tin0 @ a :rie" intrd6ctinL :. J1n Dittner# Prentice Hall# $%B$,
Fritin0 "r Tele;i/in# radi and Ne- 5edia,(Bt1 ed,' Hilliart# R:ert, Fad/-rt1
P6:,Del5nt,4++*,
Dradca/t ne-/ -ritin0# Re7rtin0 and 7rd6cin0,(*t1 ed,', F1ite# Ted, Fcal
Pre//#O="rd# 4++),
NDirectin0 Tele;i/in and Fil5L (4nd edn,' :. Alan Ar5er# Fad/-rt1 P6:,# Cali"rnia#
$%%+,
PDradca/t J6rnali/5 @ Tec1ni?6e/ " radi and tele;i/in ne-/L (*t1 edn,' :. Andre-
D.d# Fcal Pre//#$%%C,
Tele;i/in Hand:9(!rd ed,' Di0nell# Jnat1an and Orle:ar, R6tled0e# Lndn,4++&,
Tran/natinal Tele;i/in@C6lt6ral identit. and c1an0e, D6tc1er# Meli//a, Sa0e#
Lndn,4++!,
NMa9in0 /en/e " tele;i/in@ T1e 7/.c1l0. " a6dience inter7retatinL (4nd edn,' :.
Snia Li;in0/tne# R6tled0e# $%%+ ,
D3BJ !0!: MARMETIN@ COMMUNICATION
U(it I :
Mar9etin0 5eanin0# cnce7t/ I Mar9in0 5i= I Mar9etin0 en;irn5ent@ Ecn5ic# Sci
c6lt6ral# tec1nl0ical# 71./ical# le0al "actr/ I Mar9etin0 and ecn5ic de;el75ent I
Green Mar9etin0 I Cr7rate Scial Re/7n/i:ilit.
U(it II :
Cn/65er De1a;i6r@ Mar9et /e05entatin# de50ra71ic# 7/.c1l0ical 6/a0e#
0e0ra71ic I Cn/65er :6.in0 :e1a;i6r@ Traditinal "actr/ I Scial# c6lt6ral and
/it6atinal en;irn5ent/ I Cn/65er 76rc1a/in0 7rce//@ 7r:le5# 1ierarc1. " need/#
rec0nitin# in"r5atin /earc1# attit6de/# ;al6e/ ( P6rc1a/e deci/in 7/t 76rc1a/e
e;al6atin,
U(it III:
Inte0rated Mar9etin0 C556nicatin(IMC' C57nent/@ Sit6atin anal./i/# 5ar9etin0
:Aecti;e/# 5ar9etin0 :6d0et# 5ar9etin0 /trate0ie/# 5ar9etin0 tactic/# e;al6atin "
7er"r5ance> IMC Plan@ Inte0ratin tl/# 7r5tin tl/# ad;erti/in0 tl/ I Gl:al
inte0rated Mar9etin0 c556nicatin,
U(it I::
Internet Mar9etin0 @ Mar9etin0 "6nctin n internet I E I c55erce# e(c55erce
initiati;e/ ( :6.in0 :e1a;i6r n t1e netI Internatinal e(c55erce I IMC and t1e
Internet I Direct 5ar9etin0 n Internet I Gl:al :rand/ I M6ltinatinal ca57ai0n/ I
et1ic/ ( Re06latin and 7lic. i//6e/,
U(it ::
E;al6atin0 Mar9etin0 C556nicatin 7r0ra55e @ Me//a0e e;al6atin @ Cnce7t
te/tin0# c7. te/tin0# recall te/t I Rec0nitin te/t/ I attit6de and 7inin te/t/ I
Per/6a/in anal./i/ I E;al6atin criteria I De1a;iral e;al6atin I E;al6atin0 PR
acti;itie/ I E;al6atin0 ;erall IMC 7r0ra55e/
REFERENCES:
Hennet1 E Cl-# Dnald Daac9, 4++&, Inte0rated Ad;erti/in0# Pr5tin and Mar9etin0
C556nicatin@ 4nd Editin, Prentice Hall, Ne- Del1i,
RSN Pillai# Da0at1., 4++) Mdern Mar9etin0@ Princi7le/ and Practice/, S C1and 2 C,
Ltd, Del1i,
CN Snta99i, 4+++, Princi7le/ " Mar9etin0, Hal.ani 76:licatin/, Ne- Del1i,
A0ar-al H65ar , 4++), Cn/65er :e1a;i6r@ An Indian 7er/7ecti;e, Pra0ati Pra9a/1an
P6:licatin/, Meer6t,
Mic1ael D, H6tt# T15a/ F, S7eti/, 4++), D6/ine// Mar9etin0 Mana0e5ent, T15/n
D6/ine// In"r5atin, Dan0alre,
Ar6n H65ar# N,Meena9/1i, 4++), Mar9etin0 Mana0e5ent, Vi9a/ P6:li/1in0 H6/e,
Ne- Del1i,
L6i/ E, Dne# Da;id L,H6rtJ, $%CC, Cnte57rar. Mar9etin0, T1e Dr.den, USA
D3BJ !07: MEDIA LISTOR-/ LA;S AND ETLICS
UNIT I
Frld Pre//@ A :rie" c57arati;e acc6nt " t1e 7re// /./te5/ in t1e USA# UH# Ja7an
and C1ina@ Leadin0 dailie/ and ne-/ a0encie/ I -ner/1i7 7attern I ne-/7a7er de/i0n
and "r5at I cntent and /t.le I ne- tec1nl0ie/ and de;el75ent/,
UNIT II
Indian Pre//@ Pre(Inde7endence Pre// in India@ Earl. Ne-/7a7er/# Indian lan06a0e/
A6rnal/# 0r-t1 " Ta5il 7re//# Vernac6lar 7re// act $BCB # RaAa ra5 M1an R.# Indian
Natinal Cn0re// # S-ede/a5itran# India # Ne-/ A0enc.# Gand1i a/ a J6rnali/t,
UNIT III
C1aracteri/tic/ " t1e En0li/1 7re//@ Ti5e/ " India# T1e Tri:6ne# Patrit# Hind6/tan
Ti5e/# t1e Hind6# T1e Indian E=7re// and Deccan Herald, Pre// a"ter inde7endence>
Ne-/ A0encie/# Pre// C55i//in/> Ta5il 7re//@ Leadin0 Ta5il dailie/ and 5a0aJine/#
Stat6/# -ner/1i7# circ6latin# editrial cntent # /t.le and de/i0n,
UNIT I:
Pre// La-/@ Natinal :Aecti;e/# Re/7n/i:ilitie/ " t1e 7re//# Ri01t/ and Pri;ile0e/>
Freed5 " t1e 7re// and Rea/na:le Re/trictin/> De"a5atin# Seditin# O:/cenit.#
Incite5ent " ;ilence# Pre// and re0i/tratin " :9/ act $B)C# C7. ri01t la-# T1e
Fr9in0 J6rnali/t/ act/ " $%&&# $%&)# and $%&B,> -a0e :ard "r A6rnali/t/ > Cnte57t
" c6rt act $%C$, T1e Ne-/7a7er (Price 2 Pa0e' Act $%C$, Ri01t t in"r5atin Dill,
UNIT :
Pre// a/ "6rt1 e/tate# 7re// and /ciet.# 7r"e//inal cde " et1ic/# ;ilatin/ (ca/e/'#
In"l6encin0 "actr/# /el"(re06latin> Pre// c6ncil@ 7-er/ and re/7n/i:ilitie/> t1er
a0encie/ re06latin0 t1e 7re//# 7r:le5/, De:ate n entr. " "rei0n 7re// in India> "6t6re
de;el75ent/ and i//6e/,
Annex.48.D -MA Journalsm & Mass Commn - SD !age & o # $%
REFERENCES:
NGl:al J6rnali/5@ S6r;e. " Internatinal C556nicatin, J1n Cal16n Merrill (Ed'
(4nd ed', Ln05an# Ne- Yr9# $%%$,
NPre// and P6:lic@ -1 read/ -1at -1en -1ere and -1. in A5erican
ne-/7a7er/L,D0art# Le et al, La-rence Erl:a65 A//ciate/# Ne- Jer/e., $%B$,
NMarc1 " J6rnali/5L, Herd, Green-d 7re//# Cnnectic6t# $%C),
NP76lar 5edia in C1inaL , C, C16, Uni;, Pre// " Ha-aii# Hnl6l6, $%CB,
NT1e Pre// and Dradca/tin0 in Dritain@ Ja5e/ C6rran 2 Seatn# Fntana Pa7er Dac9/#
UH, $%B$,
N C1aracteri/tic " Ja7ane/e Pre//L, S6/656 EAiri# Ni1n S1in:6n H.9ai, $%C4,
N Pre// C55i//in re7rt/L , G;t, " India Pre//,
N Pre//# 7litic/ and 76:lic 7inin in India N DM San91der# Dee7 P6:, Ne- Del1i# $%B*,
N Hi/tr. " 7re//,# Pre// la-/ and C556nicatin/L, DN A16Aa, S6rAeet P6:, Ne- Del1i,
$%B%,
N Freed5 " t1e 7re// N, MH Je/71# An5l 76:, Ne- Del1i# $%%C
N T1e 7re// in India N HA Pad1.# Sa16# Hani/19a 76:, Ne- Del1i, $%%C,
N J6rnali/5 in India N R, Part1a/arat1.# Sterlin0 76:, Ne- Del1i,$%B%,
N T1e 7re// N C1ala7at1. Ra6# Natinal D9 Tr6/t# Ne- Del1i# $%C*,
N La- " t1e 7re// in India N D,D, Da/6# Prentice Hall# Ne- Del1i $%B+,
NInde7endence and t1e Indian Pre//L, Ja0annat1an# N,S, Hnar9 P6:, Ne- Del1i,$%%%,
D3BJ !0J: 3RINT 3RODUCTION TECL-NOLO@- AND MANA@EMENT
UNIT I
Prd6ctin Prce//# Plannin0 and Mana0e5ent# Under/tandin0 di""erent Prd6ctin
En;irn5ent, D6d0etin0# Talent 5ana0e5ent# Or0aniJin0 t1e 7rd6ctin Tea5#
deli;erin0 t1e "ini/1ed 7rd6ct,
UNIT II
Print Prd6ctin O7eratin/@ De/i0n /ta0e@ T.70ra71. I De/cri7tin " T.7e/(
T.7e"ace( T.7e /t.le/( C1aracteri/tic/ " eac1 /t.le I "nt identi"icatin I 9ernin0(
/7acin0tec1ni?6e/( 5ea/6re5ent tec1ni?6e/, C57re1en/i;e La.6t/@ La.6t and
de/i0ni57rtance( 7rinci7le/ " la.6t and de/i0n( ele5ent/ " de/i0n I 5et1d/ and
tec1ni?6e/, Pre Pre//@ Gra71ic Art/ 71t0ra71.( cntin66/ tne i5a0e/( 1al"tne
71t0ra71.1al"tne 7rinci7le( line art 71t0ra71. I /tri77in0 I 7late5a9in0( 7re 7re//
7r"/,
UNIT III
Pre// -r9 7eratin/@ Letter7re// 7rintin0 I Rt0ra;6re( O""/et lit1 7rintin0( /creen
7rintin0( 7rce//# ad;anta0e/ and di/ad;anta0e/# a77licatin " eac1 7rintin0 5et1d I
t1er 5dern tec1ni?6e/ and tec1nl0ie/ in 7rintin0 ind6/tr.
UNIT I:
De/9t7 P6:li/1in0@ C576ter aided Print 7rd6ctin( De/9t7 /./te5 I 1ard-are
re?6ire5ent/ I c/t I S"t-are/@ K6ar9G7re//( Pa0e5a9er I Scanner/ and Scannin0
7rce//( 6/e " 0ra71ic ele5ent/ I 7rintin0 a77licatin/ I ad;anta0e/ and di/ad;anta0e/,
UNIT :
De/i0nin0 and Prd6ctin@ Prd6ctin " a ne-/7a7er( de/i0n and 0ra71ic art/ ele5ent/ (
7rintin0 a77licatin/ I ne-/7rint ?6alit. and c/t> Ma0aJine la.6t and de/i0n
tec1ni?6e/ I 7rintin0 5et1d/ I 7a7er and t1er 5aterial/ I c/t> De/i0nin0 and 7rintin0
" :rc16re/# "lder/ etc,> De/i0nin0 a 7rint ad;erti/e5ent I 0ra71ic ele5ent/ I
7rd6ctin c/t,
REFERENCES:
Dr6ce Vanden Der01 and Helen HatJ ( $%%%', Ad;erti/in0 Princi7le/, NTC D6/ine//
D9/# USA,
Ric1ard Sc1le55er, Hand:9 " Ad;erti/in0 Art Prd6ctinL# Prentice Hall# Ne- Yr9#
Mari Garcia, NCnte57rar. Ne-/7a7er De/i0nL# Prentice Hall, NY, $%B+,
Ed56nd Arnld, NDe/i0nin0 t1e ttal Ne-/7a7erL, Har7er Cllin/# NY,$%B$,
Harld E;an/, NNe-/7a7er De/i0nL , Heine5ann, Lndn,$%C),
Men# Dar.l, Ne-/7a7er La.6t and De/i0n, (*t1 edn,', S6rAeet P6:licatin/# Del1i,
4++*,
Mc Ha.# Jenn., NMa0aJine Hand:9L, R6tled0e# Lndn, 4+++
Hin0# Stace., NMa0aJine De/i0n T1at Fr9/L, 4++$,
Fran9 Ra5an et al, Enc.cl7edia " Gra71ic C556nicatin, Prentice Hall, NY, $%%B,
Peter -arlc9, NT1e de/9t7 76:li/1in0 D9L# Heine5ann# $%BB,
D3BJ !08: TLEORIES OF COMMUNICATION
UNIT I
Ma// Media 0r-t1 and e5er0ence " ne- 5edia I ne- 5edia a6dience/ I 5edia
di;er/i"icatin I 5edia i57act n Sciet. I cr7rate 5edia :Aecti;e/ I d./"6nctin/ "
5edia ( Scial# ecn5ic and C6lt6ral i//6e/( Media Pri;atiJatin I i//6e/ " acce//,
UNIT II
He. cnce7t/ and 5eanin0/ in C556nicatin> McL61anL/ cnce7t/ ( Da/ic ele5ent/ "
a C556nicatin Mdel I Harld La//-ellL/ 5del# T-(/te7 "l- t1er.# F1ite/
Gate9ee7in0 cnce7t and t1er.# S1annn 2 Fea;erL/ 5at1e5atical 5del> Direct#
5derate and li5ited e""ect/ t1erie/ " 5edia,
UNIT III
Media U/e/ and E""ect/@ Media 0r-t1 and t1e e;l6tin " ne- a6dience/ I a6dience
"ra05entatin( a6dience 7erce7tin " 5edia# acce// and 6/e, U/e/ and Grati"icatin/
T1er.@ I /cial and 7/.c1l0ical ri0in/ " need/# 0rati"icatin/ /601t# 0rati"icatin/
"6l"illed@ Media de7endenc. t1er.> Ne- 5edia di""6/in( di0ital di;ide and Hn-led0e
0a7 1.7t1e/i/,
UNIT I:
Media a/ an a0ent " /cialiJatin ( Scial Learnin0 t1er.@ 7r/cial and anti/cial
/cial cntent " 5edia ( C6lti;atin Anal./i/@ Prce// and e""ect/ n c1ildrenI5edia
7rtra.al " t1e -rld> A0enda /ettin0 t1er.@ Plitical ecn5. " 5edia I 5edia
a0enda I c;era0e " i//6e/ ( 5edia and 76:lic 7inin ( 5edia 0ate9ee7er/,
UNIT :
Inn;atin Di""6/in and Ad7tin t1er.@ Inn;atin/ I tar0et a6dience I "actr/
in"l6encin0 di""6/in( inn;atin ad7tin 7rce//#( cate0rie/ " ad7ter/ ( "actr/ in
ad7tin ( a77licatin " t1e 5del in a0ric6lt6re and r6ral de;el75ent in India I Ne-
5edia and c6lt6ral i//6e/> 165an ri01t/ and 5edia,(7re//6re 0r67/ and re06latin/,
REFERENCE:
$, NC556nicatin 5del/L :. McK6ail# Deni/ and S;en Finda1l,> Ln05an# Ne- Yr9
$%B$,
4, T1e 5a// 5edia Ed# :. Ar;ind 965ar# Ne- Del1i# An5l 76:# $%%%,
!, NC6lt6re# /ciet. and 5ediaL :. Mic1ael G6re;itc1 et al# (Ed', R6tle0e# Lndn,
$%%B,
*, NT1erie/ " Ma// C556nicatinL :. Mattelart et al,# Sa0e# Lndn, $%%B,
&, NE//ential/ " Ma// C556nicatinQ :. A/a Der0er# Sa0e# Ne- Del1i# 4+++,
), NMedia Grati"icatin/ Re/earc1L :. R/en0ren et al,# Sa0e# Lndn# $%B&,
C, Ma// C556nicatin T1er. (4nd ed,' :. McK6ail# Deni/, Sa0e# Lndn, $%BC,
B, NC556nicatin T1erie/@ Ori0in/# 5et1d/# 6/e/L Se;erin# Ferner and Tan9ard#
Ha/tin0/ H6/e P6:, Ne- Yr9@ $%C%,
%, NT1erie/ " t1e In"r5atin Sciet.L :. Fe:/ter# Fran9, R6tled0e# Lndn, $%%&,
D3BJ !05 3;: 3ROJECT ;ORM