MBA COMMUNICATION MANAGEMENT SEMESTER I Media: Conventional and New Age Objective: The main purpose of studying this module is to understand the in and out ofmedia world, especially the editorial part of it. In this module broadly we are looking in to four important aspects; Print, Ra dio, Television and New A ge Media. At this moment a question may arise, why a Media & Communication manager need to know about the editorial aspects? The answer is simple. Public Relation or Advertisement manager has to closely work with media all along his /her career. So, studying and understanding the media is must for him/her. On this background, we are tracing the history, growth, socio-economic role of conventional and new age media with mo re emphasis on Indian Media. Sessions Topics I Introduction to conventional media and the role of it in mass communication. The interrelationship between Media, Advertisement and PR. II. History of World and Indian conventional media and its evolution. III & IV Print Media: The growth of print media in I ndia in the early part ofpost independence days. Industrial revolution and its impacts and post liberalization growth of print media in India. V The world of newspapers and magazines. Media ethics and Laws. VI Organizational structure and functions of media house. VII Socio- Political- Economical- Cultural role of print media. Changing trends in newspapers and magazine editorial concepts. VIII Radio: History, evolution and nature.
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1) A Social History of The Media From Gutenberg To The Internet: by
Asa Briggs, Peter Burke.
2) Introduction to Mass Communication: by Black and Bryant
3) History of Media and Mass Communication: by Praveen Kumar.
4) A Consolidated History of Media: by Stephen D Perry.
5) Mass Communication in India: by Keval J Kumar.
6) History of Indian Journalism: by Nadig Krishnamurthy.
7) History of Indian Press – Growth of Newspaper in India: Surjith Publications, New Delhi (1988) - Ahuja B. N.8) Role of Press in the Freedom Movement: Reliance, New Delhi (1987) - Motilal Bhargava
9) The Press in India: National Book Trust, New Delhi (1974) - Chalapati Rao M.
Print Media:
1) Print Media: by N Afaque Shamsi.
2) Indian Journalism: by Rangaswamy Parthasarathy.
3) A History of the Press in India: by S. Natarajan
4) Journalism in India: by Rangaswami – Bhargava
5) American Journalism: by Frank Luther Mott
6) The Press in America: by Edwin Emery
7) March of Journalism: by Harold Herd
8) The World’s Greatest Dailies: Merill and Fishes