Mass Communication Sr Secondary

Categories: Sr Secondary
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About Course

Mass Communication Curriculum

1. Rationale

The Mass Communication program offers diverse career opportunities in fields like newspapers, magazines, radio, television, advertising, public relations, and new media. This curriculum aims to equip learners with fundamental skills for jobs in the media industry.

2. Objectives

  • Provide exposure to diverse areas of mass communication.
  • Endow learners with knowledge, communication skills, and perspectives for careers in the information/communication/entertainment industry.
  • Develop aesthetic skills and elements of creativity.

3. Course Structure

The syllabus is divided into two sections: CORE MODULES and OPTIONAL MODULES.

  • Core Modules (Compulsory for all)
    • Introduction to Mass Communication
    • Print Media
    • Radio
    • Television
    • Advertising and Public Relations
    • New Media
  • Optional Modules (Choose one)
    • Traditional Media
    • Photojournalism

4. Course Description

A. CORE MODULES

4.1 INTRODUCTION TO MASS COMMUNICATION

This module familiarizes learners with mass communication concepts, various forms of mass media, media’s role and impact, government media agencies, and the importance of development communication.

  • Introduction to Communication
  • Mass Communication
  • Role and Impact of Mass Media
  • Development Communication

4.2 PRINT MEDIA

This module covers the basics of print media, including newspapers, magazines, history of printing, and its cultural significance.

  • Introduction to Print Media
  • What is News?
  • Reporting and Editing
  • Language Press in India

4.3 RADIO

This module provides an understanding of radio broadcasting processes and production techniques.

  • Characteristics of Radio
  • The Radio Station
  • Formats of Radio Programmes
  • Radio Programme Production

4.4 TELEVISION

Covers the evolution of television, its role as a mass medium, types of channels, and programme production.

  • Television in India
  • Role of Television as a Mass Medium
  • Television Channels
  • Television Programme Production

4.5 ADVERTISING AND PUBLIC RELATIONS

Focuses on the concepts, principles, and techniques of advertising, along with an introduction to public relations.

  • Advertising – An Introduction
  • Advertising Industry
  • Public Relations
  • Public Relations Tools

4.6 NEW MEDIA

Explores the characteristics and impact of new media, its role in various industries, target audience, and employment opportunities.

  • Characteristics of New Media
  • New Media: The Industry
  • New Media: Target Audience
  • New Media: Employment Opportunities

B. OPTIONAL MODULES

4.7A TRADITIONAL MEDIA

Introduces various traditional forms of communication, emphasizing their significance and usage.

  • Introduction to Traditional Media
  • Types of Traditional Media
  • Comparison with Electronic Media
  • Communicating through Traditional Media

4.7B PHOTOJOURNALISM

Covers the basics of photography, camera equipment, photojournalism techniques, and the role of a photojournalist.

  • Introduction to Photography
  • The Camera
  • Photojournalism
  • Role of a Photojournalist

5. Scheme of Evaluation

  • Theory Examination: 80 marks (3 hrs)
  • Practical Examination: 20 marks (3 hrs)

6. Practical Evaluation

  • Two activities from Core Modules: 8 marks
  • One activity from Optional Modules: 4 marks
  • Record book: 4 marks
  • Viva Voce: 4 marks

Total Hours: 245 / Total Marks: 100

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Course Content

CHAPTER 1 INTRODUCTION TO COMMUNICATION
The chapter "Introduction to Communication" aims to provide a comprehensive understanding of the fundamental principles and theories that underpin human communication. The objectives of this chapter are threefold: Firstly, to explore the various models of communication, including linear, interactive, and transactional models, and to elucidate how messages are transmitted, received, and interpreted in interpersonal, group, and mass communication settings. Secondly, to delve into the key elements of effective communication, such as verbal and non-verbal cues, active listening, and empathy, in order to equip readers with essential skills for enhancing their communication competence. Lastly, to emphasize the significance of cultural and contextual factors in communication, promoting intercultural sensitivity and awareness, and fostering respectful and inclusive interactions in diverse global settings. By achieving these objectives, readers will develop a solid foundation in communication studies and be better prepared to navigate the complexities of communication in both personal and professional contexts.

  • INTRODUCTION TO COMMUNICATION

CHAPTER 2 MASS COMMUNICATION
The chapter on "Mass Communication" aims to provide a comprehensive understanding of the principles, processes, and impact of mass communication in contemporary society. The objectives of this chapter are as follows: To explore the historical evolution of mass communication and its significant milestones, tracing the development from traditional forms to the digital age. To examine the key elements and models of mass communication, including the roles of senders, messages, channels, receivers, and feedback, fostering a clear grasp of the communication process. To analyze various mass communication theories and their relevance in interpreting media content, audience behavior, and the influence of media on culture, attitudes, and opinions. To investigate the diverse forms of mass media, such as television, radio, newspapers, magazines, internet platforms, and social media, and assess their distinctive characteristics and impact on society. To understand the role of media in shaping public opinion, fostering critical thinking, and influencing social, political, and cultural dynamics at both national and global levels. To explore the ethical considerations and challenges of mass communication, including issues related to media bias, privacy, sensationalism, and the responsibility of media professionals. To discuss the future trends and emerging technologies in mass communication, such as artificial intelligence, virtual reality, and augmented reality, and their potential implications on media consumption and society. To encourage students to become informed and discerning consumers of media content and develop media literacy skills, enabling them to navigate the vast media landscape critically and responsibly. Through these objectives, students will gain a comprehensive understanding of the dynamic and influential role that mass communication plays in shaping contemporary societies, and develop the analytical tools needed to engage with media in a thoughtful and informed manner.

CHAPTER 3 ROLE AND IMPACT OF MASS MEDIA
The chapter "Role and Impact of Mass Media" aims to explore and analyze the significant functions and influence of mass media in contemporary society. The primary objectives of this chapter are to examine how mass media, encompassing television, radio, newspapers, magazines, and digital platforms, shape public opinion, disseminate information, and influence cultural trends. It will also investigate the role of mass media in promoting social change, fostering political awareness, and facilitating communication across diverse communities. Moreover, the chapter seeks to highlight the ethical considerations and potential challenges associated with the mass media's immense power, addressing issues such as misinformation, media bias, and privacy concerns. Ultimately, this chapter endeavors to provide a comprehensive understanding of the multifaceted role of mass media in shaping the world we live in and its impact on individuals and societies.

CHAPTER 4 DEVELOPMENT COMMUNICATION
The chapter on "Development Communication" aims to provide a comprehensive understanding of the theoretical framework, principles, and practices of communication in the context of development. The objectives of this chapter are twofold: Firstly, to explore the role of communication as a catalyst for socio-economic progress and sustainable development in diverse global and local settings. This includes examining the significance of effective communication strategies in promoting social change, community empowerment, and poverty alleviation. Secondly, to equip readers with essential knowledge about various communication tools, media platforms, and participatory approaches that can be employed to facilitate development initiatives. By the end of this chapter, learners will gain insights into the transformative potential of communication in driving positive developmental outcomes and be equipped with practical insights to design and implement impactful communication campaigns in real-world development scenarios.

CHAPTER 5 INTRODUCTION TO PRINT MEDIA
The chapter "Introduction to Print Media" aims to provide a comprehensive understanding of the fundamental principles, evolution, and significance of print media in the communication landscape. The objectives of this chapter are threefold: Firstly, to acquaint readers with the historical development of print media, from its origins to the modern era, highlighting key milestones and technological advancements. Secondly, to explore the diverse forms of print media, such as newspapers, magazines, brochures, and books, while elucidating their respective roles, audiences, and modes of dissemination. Lastly, to underscore the enduring relevance of print media in the digital age and its interplay with new media platforms, fostering critical thinking about the future prospects of this essential medium. By the end of this chapter, readers will gain a firm foundation in the significance and impact of print media as a powerful tool for information dissemination and shaping public discourse.

CHAPTER 6 WHAT IS NEWS?
After studying this lesson, you will be able to do the following: • define the term NEWS; • differentiate between news and information; • explain news and news values; • identify the different types of news; • discuss the importance of credibility of news; • list the sources of news

CHAPTER 7 REPORTING AND EDITTING
After studying this lesson, you will be able to do the following: • explain how to gather news; • identify the sources of news; • list the qualities of a good reporter, editor and sub-editor; • describe copy editing; • discuss the functions of a newsroom.

CHAPTER 8 LANGUAGE PRESS IN INDIA
After studying this lesson, you will be able to do the following: • differentiate between English and language newspapers; • describe the history of language papers in India; • explain the role played by language newspapers; • identify news agencies; • understand about freelancing, cartooning and book publishing

CHAPTER 9 CHARACTERISTICS OF RADIO
After studying this lesson, you will be able to do the following: • explain the concept of radio broadcast; • describe the characteristics of radio broadcast; • enumerate the functions of radio broadcast; • list the limitations of radio broadcast.

CHAPTER 10 THE RADIO STATION
After studying this lesson, you will be able to do the following: • describe the working of a radio station; • explain the role played by different functionaries of a radio station; • describe the functioning of All India Radio; • classify the different types of radio stations.

CHAPTER 11 FORMATS OF RADIO PROGRAMMES
After studying this lesson, you will be able to do the following: • list the factors to be taken into account for making a radio programme; • describe the different formats of radio programmes; • explain the ingredients of a radio programme; • identify the technology-based formats.

CHAPTER 12 RADIO PROGRAMME PRODUCTION
The objectives outlined in your statement pertain to a lesson on radio production. Let's break down each objective: 1. Describe the Qualities Required for a Radio Producer: • This objective aims to teach you about the personal and professional attributes that a successful radio producer should possess. These may include skills like organizational ability, creativity, communication skills, technical proficiency, and a good understanding of the target audience. 2. Explain the Main Elements of Radio Production: • This objective focuses on providing an understanding of the fundamental components involved in producing a radio program. These elements may encompass scriptwriting, voice talent, sound design, music selection, editing, and technical equipment operation. 3. Distinguish Between Three Different Types of Microphones: • This objective aims to educate you about various types of microphones commonly used in radio production. Different microphones have distinct characteristics and are suitable for different purposes. For example, condenser microphones might be used for studio recording, while dynamic microphones might be preferred for field interviews. 4. Identify Music and Sound Effects for Radio Production: • This objective involves learning how to select and incorporate appropriate music and sound effects to enhance the quality and atmosphere of a radio program. Choosing the right audio elements is crucial for creating engaging and impactful content. 5. Classify the Different Stages of Radio Program Production: • This objective is about understanding the step-by-step process involved in producing a radio program. This typically includes pre-production (planning and preparation), production (actual recording), and post-production (editing and finalizing). 6. State the Importance of a Script in a Radio Programme: • This objective emphasizes the significance of having a well-written script in radio production. A script provides the framework for the program, guiding the content, dialogue, and flow. It ensures that the message is clear, organized, and effectively communicated to the audience.

CHAPTER 13 TELEVISION IN INDIA
This lesson aims to equip you with a comprehensive understanding of television, covering its historical evolution, its significance in Indian context, its influence on our day-to-day lives, and the latest trends in the medium. Let's break down each objective in detail: Trace the Evolution of Television: This objective focuses on providing you with a chronological overview of how television technology and content have evolved over time. This may include key technological advancements, the transition from black and white to color television, and the development of high-definition and digital formats. Additionally, it may cover major milestones in the global context, such as the invention of television by inventors like John Logie Baird and Philo Farnsworth. Identify the Milestones of Television History in India: This objective delves into the specific developments and milestones that have shaped the television industry in India. This might involve discussing the introduction of television broadcasting in India, notable programs and series that gained popularity, and significant events or policies that influenced the growth of television in the country. Analyze the Impact of Television in Our Daily Lives: This objective focuses on understanding how television has become an integral part of our daily routines and how it influences various aspects of our lives. This could encompass its role in entertainment, education, information dissemination, cultural influence, and its impact on social behavior and lifestyle choices. Explain the New Trends in Television: This objective is geared towards familiarizing you with the latest developments and trends in the television industry. This may involve discussing emerging technologies like smart TVs, streaming services, virtual reality, interactive content, and other innovations that are shaping the future of television consumption and production. By achieving these objectives, you will gain a well-rounded understanding of television, encompassing its historical evolution, its specific impact on India, its pervasive influence in our daily lives, and the latest trends that are driving the medium forward. This knowledge will equip you to engage with television as both a cultural artifact and a dynamic medium that continues to evolve in the contemporary era.

CHAPTER 14 ROLE OF TELEVISION AS A MASS MEDIUM
The objectives outlined pertain to a lesson on television. Here's a detailed explanation of each objective: Identify the Features of Television: This objective focuses on recognizing the characteristics and attributes that define television as a medium of mass communication. These features may include aspects like audio-visual content delivery, broadcasting technology, diverse programming, and the ability to reach a wide audience. Describe How Television Differs from Other Mediums of Mass Communication: This objective aims to highlight the distinctions between television and other forms of mass communication, such as print (newspapers, magazines), radio, and new media (internet, social media). This could involve discussing differences in content format, audience engagement, accessibility, and the overall user experience. Explain the Strengths and Limitations of Television: This objective delves into the advantages and disadvantages of using television as a communication medium. Strengths might encompass its visual impact, ability to convey emotion, and reach to a large and diverse audience. Limitations could involve issues like production costs, potential for viewer distraction, and regional restrictions. Enlist the Functions of Television: This objective entails listing and understanding the various roles and purposes that television serves in society. These functions might include entertainment, education, information dissemination, cultural preservation, advertising, and fostering a sense of community among viewers. By achieving these objectives, learners will gain a comprehensive understanding of television as a medium of mass communication. They will be able to discern its unique features, differentiate it from other mediums, appreciate its strengths and weaknesses, and recognize its multifaceted functions in society. This knowledge can be valuable for anyone interested in media studies, communication, or the broader field of mass media.

CHAPTER 15 TELEVISION CHANNELS
The objectives outlined pertain to gaining a comprehensive understanding of television channels, programmes, and formats. Let's break them down in detail: Classify Different Categories of Television Channels: This objective focuses on the ability to categorize television channels based on their content and target audience. Television channels can be broadly classified into various genres such as news, entertainment, sports, lifestyle, documentary, and more. For example, channels like CNN, BBC, and Al Jazeera fall under the news category, while channels like HBO, Netflix, and Disney+ are classified under entertainment. Achieving this objective means being able to discern the distinctive characteristics and content focus of different types of channels. This understanding is crucial for viewers, advertisers, and industry professionals to make informed decisions about what channels to watch, advertise on, or produce content for. Differentiate Between Various Types of Television Programmes: This objective involves the ability to distinguish between different formats and genres of television programmes. Television programmes can range from news broadcasts, talk shows, reality shows, dramas, sitcoms, documentaries, game shows, and many more. Accomplishing this objective means being able to identify the specific features, styles, and content elements that define each type of programme. For instance, recognizing that a sitcom is characterized by its scripted comedic situations with recurring characters, while a documentary presents factual information through storytelling. Enlist Various Programme Formats Available on Television: This objective centers on the capacity to list and describe the various formats that television programmes can take. Formats refer to the structural elements and presentation styles used in creating content. Examples of programme formats include live broadcasts, scripted series, reality TV, game shows, talk shows, miniseries, and more. Understanding these formats is essential for content creators, producers, and broadcasters to choose the appropriate style for their intended audience and content goals. By achieving these objectives, individuals will have a comprehensive grasp of the television industry, enabling them to analyze, create, and engage with television content in a more informed and critical manner. This knowledge is valuable for consumers, industry professionals, and anyone interested in the world of television.

CHAPTER 16 TELEVISION PROGRAMME PRODUCTION
The objectives provided pertain to a lesson on television program production. Let's break them down in detail: Classify the Three Stages of Television Programme Production: Television program production typically involves three main stages: a. Pre-production: This stage involves all the planning and preparation before the actual shooting or recording of the program takes place. Tasks in this stage include conceptualizing the program, writing scripts, planning the budget, scheduling shoots, casting, scouting locations, and acquiring necessary permits. b. Production: This is the stage where the actual shooting or recording of the program takes place. It involves activities like setting up cameras, lights, sound equipment, and directing the actors or hosts. This is when the raw footage is captured. c. Post-production: After the raw footage is captured, it goes through the post-production stage. This involves activities like video editing, sound editing, adding special effects, music, and graphics, as well as finalizing the overall look and feel of the program. Explain the Production Process of a Television Programme: This objective aims to provide a comprehensive understanding of how a television program is created from start to finish. It involves detailing the steps involved in each of the three stages (pre-production, production, and post-production), including the specific tasks, roles, and responsibilities of the crew members at each stage. Identify the Equipment Required for Television Production: This objective involves listing and explaining the various types of equipment used in television production. This could include cameras, lighting equipment, microphones, editing software, green screens, and other specialized tools. Understanding the purpose and function of each type of equipment is crucial for a successful production. Describe the Work Profile of Key Professionals Involved in Programme Production: This objective focuses on providing insights into the roles and responsibilities of key professionals in the television production industry. This might include roles like producers, directors, cinematographers, sound engineers, editors, and production managers. Understanding what each professional does is essential for effective collaboration and coordination during a production. By achieving these objectives, learners will have a well-rounded comprehension of the entire process involved in producing a television program, from the initial planning stages to the final product that is ready for broadcast or distribution. They will also gain insight into the critical roles played by different professionals in the industry.

CHAPTER 17 ADVERTISING – AN INTRODUCTION
Here's a detailed explanation of each objective: Trace the Origin of Advertising: This objective involves understanding the historical roots and evolution of advertising. It's important to grasp how advertising as a concept and practice emerged over time. Points to consider: Begin with early forms of advertising like town criers, signage, and rudimentary print advertisements. Explore how advertising evolved alongside technological advancements, such as the printing press, radio, television, and the internet. Discuss the shift from simple product announcements to sophisticated marketing strategies. Explain the History of the Advertisement Industry in India: This objective focuses specifically on the development of advertising in the Indian context. It aims to provide a comprehensive overview of how advertising has evolved within India. Points to consider: Start with early forms of advertising in ancient India, such as inscriptions on pillars and walls. Move through the colonial period and the influence of British advertising practices. Highlight significant milestones, like the establishment of the first advertising agencies in India. Discuss how globalization and modernization impacted the advertising industry in India. Classify Different Kinds of Advertisements Based on the Medium: This objective involves categorizing advertisements based on the channels or platforms through which they are disseminated. It's important to understand the diverse mediums used for advertising. Points to consider: Differentiate between traditional mediums (e.g., print, radio, television) and digital mediums (e.g., social media, websites, mobile apps). Discuss the strengths and weaknesses of each medium in terms of reaching specific target audiences. Consider emerging mediums and their potential impact on advertising (e.g., virtual reality, augmented reality). Differentiate Between Various Types of Advertising: This objective aims to distinguish between different approaches or strategies used in advertising campaigns. It's crucial to understand the various techniques and styles employed by advertisers. Points to consider: Explore types like informative advertising (providing facts about a product), emotional advertising (evoking feelings and sentiments), comparative advertising (contrasting with competitors), etc. Discuss the effectiveness and appropriateness of different types in various contexts or industries. Analyze case studies or examples to illustrate how different types of advertising have been used successfully. By achieving these objectives, you will gain a comprehensive understanding of the historical, contextual, and strategic aspects of advertising, both globally and within the Indian context. This knowledge will provide a strong foundation for further studies or professional pursuits in the field of advertising and marketing.

CHAPTER 18 ADVERTISING INDUSTRY
Here's a detailed explanation of each objective: Explain the Principles of Advertising: This objective aims to provide you with a comprehensive understanding of the fundamental concepts and principles that underlie the field of advertising. This may include concepts like target audience identification, message creation, channel selection, and the overall purpose and goals of advertising. Identify Key Concerns in Advertising Planning: In this objective, you'll learn about the critical considerations and issues that need to be addressed when creating an advertising campaign. This could involve aspects such as budget allocation, market research, competitor analysis, message development, and media selection. List the Guidelines Governing the Ad Industry: Here, you'll become acquainted with the ethical and legal guidelines that govern the advertising industry. This may include regulations related to truth in advertising, consumer protection laws, copyright and trademark considerations, and industry-specific codes of conduct. Describe the Main Components in the Structure of an Ad Agency: This objective is focused on providing insight into the organizational structure of an advertising agency. You'll learn about the various departments within an agency, such as account management, creative, media planning, research, and production, and how they collaborate to create and execute advertising campaigns. Differentiate Between Advertising and Public Relations: This objective seeks to help you distinguish between two related but distinct fields: advertising and public relations. You'll learn about the goals, strategies, and tactics unique to each discipline. For example, advertising typically involves paid messages through various media, while public relations focuses on managing and maintaining relationships with the public and media. By achieving these objectives, you will gain a comprehensive understanding of the principles, planning, regulations, agency structure, and the distinctions between advertising and public relations. This knowledge will equip you to navigate and contribute effectively within the advertising industry.

CHAPTER 19 PUBLIC RELATIONS – AN INTRODUCTION
OBJECTIVES OF THE CHAPTER: State the meaning of public relations: This objective aims to ensure that you understand the fundamental concept of public relations (PR). Public relations is the practice of managing communication between an organization and its target audience. It involves building and maintaining a positive image and reputation for the organization. Explain the purpose of public relations with examples: This objective focuses on providing you with a clear understanding of why public relations is essential for organizations. PR serves various purposes, including building brand awareness, managing crises, maintaining positive relationships with stakeholders, and promoting a positive public image. Examples might include successful PR campaigns by companies or organizations. Trace the evolution of public relations: This objective aims to help you understand how public relations has evolved over time. It involves learning about the historical development of PR, from its early stages to its current practices. This might include understanding how PR has adapted to changes in technology, society, and communication methods. Discuss the government public relations structure and strategy: This objective delves into the specific context of public relations within government entities. It involves understanding how PR is organized and carried out in government agencies. This might include examining the roles and responsibilities of PR professionals in government, as well as the strategies they employ to communicate with the public and other stakeholders. Differentiate between different areas of public relations: This objective focuses on highlighting the various specialized areas within the field of public relations. PR encompasses a wide range of activities, including media relations, internal communications, crisis management, community relations, and more. Understanding these different areas helps in recognizing the diverse functions and responsibilities of PR professionals. Achieving these objectives will provide you with a comprehensive understanding of public relations, including its definition, purposes, historical context, government applications, and specialized areas within the field. This knowledge will equip you to effectively engage with and contribute to the practice of public relations in various contexts.

CHAPTER 20 PUBLIC RELATIONS – TOOLS
These objectives outline what you will be able to accomplish after studying the lesson: Explain the meaning of PR tools: Understand and articulate the definition and purpose of Public Relations (PR) tools. PR tools refer to the various methods, techniques, and channels used to manage and maintain a positive public image for an individual, organization, or entity. Identify the different PR tools: Recognize and differentiate between the various tools and strategies available in the field of Public Relations. This may include techniques like press releases, social media management, events, and more. Describe oral communication: Provide a comprehensive understanding of how verbal communication is utilized in the realm of Public Relations. This involves conveying messages, information, or announcements through spoken words. Classify different forms of printed communication: Categorize and understand the various written materials used in PR, such as brochures, newsletters, pamphlets, and other print media. State the importance of print and broadcast media as PR tools: Articulate why traditional media platforms like newspapers, magazines, radio, and television continue to be vital in PR efforts. This may involve discussing their reach, credibility, and impact on target audiences. List the various forms of outdoor media: Enumerate and explain the different types of advertising and promotional materials that are displayed outdoors, such as billboards, transit ads, posters, and other forms of outdoor signage. State the significance of other forms of media in PR: Recognize and emphasize the relevance of alternative media channels, which might include digital platforms, social media networks, blogs, podcasts, and other emerging technologies, in the context of Public Relations. Overall, these objectives are designed to equip you with a comprehensive understanding of the tools and methods used in Public Relations, enabling you to effectively manage and maintain a positive public image for individuals, organizations, or entities.

CHAPTER 21 CHARACTERISTICS OF NEW MEDIA
Here's a detailed explanation of each of the objectives: Distinguish between new media and other mediums of communication: This objective involves understanding the fundamental differences between new media and traditional forms of communication like television, radio, and print. New media typically refers to digital forms of communication, including internet-based platforms, social media, mobile applications, and other digital technologies. Traditional media includes older forms like television, radio, and printed materials. Illustrate the characteristics of new media: This objective requires you to describe the defining features of new media. These might include characteristics like interactivity, accessibility, convergence (where different forms of media come together), user-generated content, and the potential for real-time communication. Discuss the interactivity of new media: This objective involves exploring how new media allows for two-way communication and engagement. Unlike traditional media which is often one-sided (sender to receiver), new media enables users to actively participate, provide feedback, and even create content. This can happen through features like comments, likes, shares, forums, and interactive elements in websites and apps. Compare the strengths and weaknesses of new media with television, radio, and print media: This objective requires a comparative analysis of the advantages and disadvantages of new media when compared to more traditional forms. For example, new media might be more flexible, cost-effective, and have a global reach, but it might also face challenges related to information overload, lack of regulation, and potential privacy concerns. Analyse the limitations of new media: This objective involves critically examining the drawbacks or limitations of new media. This could include issues like digital divide (unequal access to technology and the internet), potential for misinformation or fake news, privacy concerns, and issues related to online security and cyberbullying. By achieving these objectives, you'll gain a comprehensive understanding of the distinctions between new media and traditional communication methods, the unique features of new media, its interactivity, as well as its relative strengths and weaknesses compared to television, radio, and print media. Additionally, you'll be able to critically analyze the limitations and challenges that come with the use of new media. This knowledge will be crucial in navigating and utilizing various forms of media effectively in today's digital landscape. Is this conversation helpful so far?

CHAPTER 22 NEW MEDIA: THE INDUSTRY
These objectives are related to a lesson or course about mass communication and new media in India. Let's break down each objective in detail: Trace the transition from earlier forms of mass communication to new media in India: This objective requires you to understand and explain how communication methods have evolved over time in India. It involves recognizing the shift from traditional forms of mass communication (like newspapers, radio, and television) to the more modern and digital forms of communication known as new media (including social media, websites, apps, etc.). This understanding might include historical context, technological advancements, and societal changes that influenced this transition. Discuss the impact of new media in India: This objective aims to explore the effects and consequences of new media on various aspects of Indian society. This could encompass areas like politics, culture, economy, education, and social interactions. It may involve analyzing both positive and negative impacts and considering how new media has influenced different demographic groups. State the meaning of convergence: Convergence in the context of media refers to the merging or integration of different forms of media (such as text, images, audio, and video) facilitated by technological advancements. It's crucial to understand how these previously separate forms of media are now combined and delivered through platforms like smartphones, tablets, and computers. Convergence has had a profound effect on the way information is produced and consumed. Discuss examples of new media: This objective requires you to provide specific instances or cases of new media platforms, technologies, or applications. This could involve discussing popular social media platforms (like Facebook, Twitter, Instagram), content-sharing platforms (like YouTube), messaging apps (like WhatsApp), and other digital technologies that facilitate communication and information sharing in India. Overall, these objectives aim to provide a comprehensive understanding of how mass communication has evolved in India, the impact of new media, the concept of convergence, and specific examples of new media platforms and technologies. By achieving these objectives, you'll gain a well-rounded knowledge of the subject matter.

CHAPTER 23 NEW MEDIA: TARGET AUDIENCE
OBJECTIVES After studying this lesson, you will be able to do the following: • list the main consumers of new media; • appreciate the creativity factor of new media used to attract the youth; • explain how interpersonal relations are getting affected; • identify business options in the area of new media

CHAPTER 24 NEW MEDIA: EMPLOYMENT OPPORTUNITIES
OBJECTIVES After studying this lesson, you will be able to do the following: • identify the different opportunities in the new media industry; • describe the skills that are required to be a successful new media professional; • list entrepreneurial opportunities in the area.

CHAPTER 25 INTRODUCTION TO TRADITIONAL MEDIA
OBJECTIVES After studying this lesson, you will able to do the following: • define traditional media; • identify different forms of traditional media; • differentiate between traditional media and electronic media; • discuss the use of traditional media in communication.

CHAPTER 25 INTRODUCTION TO PHOTOGRAPHY
OBJECTIVES After studying this lesson, you will be able to do the following : • discuss the scope and significance of photography; • explain the evolution and history of photography; • define the term photography; • differentiate between film and digital photography.

CHAPTER 26 A TYPES OF TRADITIONAL MEDIA
OBJECTIVES After studying this lesson, you will able to do the following: • list the various forms of traditional media; • explain the form and structure of different forms of traditional media; • describe the use of these media forms in society

CHAPTER 26 B THE CAMERA
OBJECTIVES After studying this lesson, you will be able to do the following: • illustrate the working of a camera; • describe the parts of a camera; • enumerate the function of a lens in making a photograph; • identify the different types of lenses; • explain about other important equipment in photography.

CHAPTER 27 A COMPARISON OF TRADITIONAL MEDIA WITH ELECTRONIC MEDIA
OBJECTIVES After studying this lesson, you will able to do the following: • list the advantages and disadvantages of traditional media and electronic media; • discuss the nature of traditional media and electronic media; • explain the integrated role of traditional media and electronic media.

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