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B.A.

MCJ THIRD SEMESTER SYLLABUS

S.N Course Title Cr. F. P. Evaluation Total


Hrs Mark Mark Semester Internal
End
Thr Prtl Thr Prtl
1 Advertising & Marketing 3 100 40 60 40 100
Communications
B.A.MCJ 413
2 Broadcast Journalism Part Two 3 100 40 60 40 100
B.A.MCJ 414

3 Basics of Media Research 3 100 40 60 40 100


B.A.MCJ 415

4 Media Laws and Regulations 3 100 40 80 20 100


B.A.MCJ 416

5 Web Development 3 100 40 60 40 100


B.A.MCJ 417

6 Socio Linguistic and Discourse 3 100 40 80 20 100


Analysis B.A.MCJ 418

Total 18 600 240 400 40 160 600

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1. Advertising & Marketing Communications B.A.MCJ 413

Teaching Schedule Hours / Week Examination Scheme

Theory Tutorial Practical Internal Final Total


Assessment
Theory Practical Theory Practical
_
3 1 1 40 60 40 100

1. Introduction to Advertising and Marketing Communications


Defining advertising, marketing, role of advertising in marketing process, types of marketing
communications, scope, history, institutions, process, functions, roles and refutations
2. Social and Economic issues in advertising
Advertising's influence in society, economic influence in advertising, ethical issues, advertising's
effects in media
3. Advertising Business and the Agencies
Types of agencies, Specialized Agencies, Agencies Structures & functions of each department
4. Field of Advertising Management
Types of advertising, Advertising Objectives, Market Segmentation & Positioning
5. Advertising Creativity
Creativity in Advertising, the Big Idea, the Selling Preposition, the Message, the Message Strategy,
What to Say and How to Say
6. Media Considerations
ATL & BTL Considerations, Electronic Media, Print Media, Out of Home, POPs, media Placement,
Assessing media, media preference, selecting the right media evaluation the placement
7. Advertising & Integrated Marketing Communications
The process, Promotional Mixes, Levels of integration, Scope etc
8. Advertising in Nepal
History, the Industry, Present Scenario, Practices
9. Evaluating Advertising & measuring Effects
Characteristics of good ad, ad evaluation, advertising effectiveness, types of surveys and research in
advertising

Practical
Design on Various Advertisements

Text Books
1. John Wright and John Mertes, Advertising’s Role in Society
2. Jeigler and Johnson, Creative Strategy and Tactics in Advertising (grid Publishing)
3. Bryant and Zilmann, Perception and Media Effects, 1986
4. Malhan, PN et al Advertising Today, Yesterday and Tomorrow
5. Dahal, M.S. & Jha, A.K. 1992, Nepalma Bigyapan Byabasaye Siddhanta Ra Anubhav, Aayam
Bigyapan Sewa.
6. Lal Deosa Rai and Binod Bhattarai, Advertising and Public Relation, Nepal Association of Media
Education

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2. Broadcast Journalism Part Two B.A.MCJ 414

Teaching Schedule Hrs / Week Examination

Theory Tutorial Practical Internal Final Total


Assessment
Theory Practical Theory Practical
_
2 1 1 40 60 40 100

Objectives
To impart the students the knowledge of the technology in radio communication

Unit one: Sound 6


1. Definition of propagation of sound
2. Sound as a communication medium
3. Reflection, refraction and diffraction of sound
4. Reverberation and echo (surrounding?)
5. Room acoustics

Unit two: Microphone 6


1. History of microphone
2. Types of microphones Directivity, pattern,
3. Proper selection and handling of microphones

Unit three: Recording 6


1. Recording media
2. Process and equipment
3. Monophonic, stereophonic and recording process

Unit Four: Sound Mixing 6


1. Importance and impact of sound mixing
2. Digital recording
3. Sound editing
4. Sounding mixing from different sources

Unit Five: Production 7


1. Radio journalism (similarity and difference with FM and TV)
2. Radio news
3. Radio drama
4. Feature
5. Reports
6. Jingles and PSAS
7. Talk show and panel discussion

Unit Six- Radio Script 7


1. Feature
2. Docu-drama
3. Reporting
3
4. News
5. Commentary and live reporting

Unit Seven: Managing Radio News 6


1. News source
2. News Editing
3. Achieves and library

Practicum:
Recording, editing, compilation on Pc with the help of appropriate soft ware

Text Books
1. Bohere, Professional, Journalist, Oxford and IBM Publishing Co. 1987
2. Borwn, Borwn and Riversx, The Media and The People, New York: Ilot, Rienhard and Winston
3. Maslog, Crispin C, - Communication Education In Asia, Press Foundation of Asia, 1990
4. James Watson and Anne Hill, A Dictionary and Communication of Media Studies, Universal
Bookstall, New Delhi
5. Wilbur Sehrmm – Mass Media and National Development, Stanford

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3. Basics of Media Research B.A MCJ 415

Teaching Schedule Hours / Week Examination Scheme

Theory Tutorial Practical Internal Final Total


Assessment
Theory Practical Theory Practical
_
2 1 1 40 60 40 100

1. Meaning of Mass Media Research


2. Basic Considerations in designing research in Mass Media
3. The research process, elements of research, sampling
4. Designing qualitative and quantitative studies
5. Content Analysis, Survey research, and experimental research.
6. Analysis and interpretation of data
7. Research application – Research in print media, research in electronic media. Research in
advertising and public relation, research in media efforts.

1. Mass Media Research – Defining research, characteristics of a good research, qualities and its
significance, difficulties of media research.
2. Basic Considerations in designing research in Mass Media – Meaning of research design,
important concepts to research design, problem formulation and research design, major steps
in preparing a media research design.
3. The Research Process – literature search, problem identification, formulation of hypothesis,
construction of variables, selection of tools and techniques data gathering and analysis,
writing & discussing major elements of research.
4. Sampling – Meaning of Sample, Sampling process, methods of sampling. Designing
Qualitative (Inductive) and qualitative (deductive) studies.
5. Types of Media Research – Content Analysis, Survey Research, experimental research.
6. Analysis and Interpretation of data – Coding, classification, Transcription, methods of
transcription, Tabulation, Statistical Analysis of data, Interpretation of observed results
Structure of a research report.
7. Research Applications – Research in the print media, research in electronic media, research in
advertising & public relation, Research in media effects
(Particularly Impact study of different media)

Text Books
1. Research Methodology and Techniques
2. R.D Wimmer / J.R Dominick – Mass Media Research – An Introduction
3. Agrawal. B. Communication Research for Development
4. Mass Communication Theory and Practice

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4. Media Laws and Regulations B.A. / MCJ 416

Teaching Schedule Hours / Week Examination Scheme

Theory Tutorial Practical Internal Final Total


Assessment
Theory Practical Theory Practical
_ _ _
3 1 20 80 100

General Description
This course is designed to assist the student in gaining an understanding of the legal environment that
affects mass communication professionals, including journalists, public relations, practitioners, and
advertising professionals. The course should enable you to function more effectively as a professional
communicator. It will make you aware of problem areas all communicators face, and should help you
negotiate those problems areas. Moreover, the course should, beyond this professional preparation,
provide you with an understanding of constitutional issues that are not simply the domain of
professional communicators, but of all citizens. Finally, the discipline of law should help refine your
critical thinking skills. World belongs to those who show up.”

1. Constitutional and Legal Provisions


Freedom of Opinion and Expression
Press and Publication Right
Right to Information
Right to Privacy
State Secrets
Obscenity and law
Commercial Speech
Intellectual Property Rights and Press Freedom
Fair Trail

2. Major Legislation Relating to Media


Print Media
Broadcasting Media
Internet
Cyber Laws
Audio Visual
Postal and Telecommunication
Employment laws Relating to Press
Others

Text Books
1. Dhnungel, S.P.S. The Constitution of the Kingdom of Nepal: a Commentary, (1999) Kathmandu
2. Carter. Barton T.The First Amendment and the Fourth Estate, 7th Ed Westbury, NY Foundation
Press, 1997
3. Grishma Bd. Devkota. Nepalko Chhapakhana ra Patraptrikako Itihas Kathmandu
4. D.D Basu. Law of the Press Anmol Publication, New Delhi, India
5. Kink, Convad C.Media Ethics, Allyn and Bacon, 1995

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5. Web Development B.A. / MCJ 417

Teaching Schedule Hours / Week Examination Scheme

Theory Tutorial Practical Internal Final Total


Assessment
Theory Practical Theory Practical
_
3 1 1 40 60 40 100

Units:
History of Internet in brief and different web protocols i.e. http, ftp 2
Web Design an overview –Implementation of web design 2
Steps of web design 3
Define content and site planning
Develop Architecture
Create Design, Design Layout

Web content design Principles – Simplicity, Contrast, Metaphor, Theme 2


Web Browsers, Internet connectivity basics, Brief introduction to Networking, Static website and
Dynamic Web site, Client side scripting and server sided scripting 3
Web Design implementation in HTML 4
HTML Commands
Font, Graphics and other types of tricks
Lines, Buttons and Bullets
Using tables and graphics for layout
JavaScript introduction and Animated GIFs
Embedding Flash and Shockwaves objects

Web Design with Graphics 4


Graphics formats
Graphics Design applications i.e. Adobe Photoshop Basics
Making small images
Trimming size and keeping quality

Navigation Design and Flow Chart 4


Introduction of database design 4
Search Engine Optimization (SEO) 2
Designing Pages with Macromedia Dream weaver™ 10

Text Books
1. Peter Norton Introduction to Computers Second Edition, Tata Mc-Grow Hill
2. Microsoft Office 2000 Complete BPB Publication
3. Microsoft Access 2000 fast and easy BPB Publication
4. Illustrated Internet and Worldwide Web.Sams Net
5. Teach yourself all about Computers-Bary and Marcia Press. IDG. Books India P. Ltd

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6. Socio Linguistic and Discourse Analysis B.A. / MCJ 418

Teaching Schedule Hours / Week Examination Scheme

Theory Tutorial Practical Internal Final Total


Assessment
Theory Practical Theory Practical
_ _ _
3 1 20 80 100

Language in society and linguistic variations in diverse areas of social functions have now been an
important component of English studies. This course familiarizes students with the English language
studies in the light of socio linguistic and stylistic principles to understand and create appropriate
texts in multiple discourse areas of social life.

Topics / Lessons Teaching Hours

1. Language, Society and Power 5 hrs


a. Why Study Language?
b. What is Language?
c. Power and Society
d. Language Thought and Representation
e. Saussure's Theories of the Sign
f. The Sapir-Whorf Hypothesis
g. One Language: Many Worlds

2. Language and Politics 5 hrs


a. Politics and Ideology
b. The Language of Deception
c. The Language of Persuasion
d. Figures of Speech
e. The Three-part Statement
f. The Rhetorical Use of Pronouns

3. Language and the Media 5 hrs


a. The Functions of the Media
b. Media Language and Power
c. Commonsense Discourses
d. The Power to Change
e. Media Voices: Accent and Register
f. Variation in Register
g. Public Participation in the Media

4. Language and Gender 5 hrs


a. Sexism in English
b. Symmetry and Asymmetry
c. Unmarked and Marked Terms
d. Semantic Derogation
e. Sexism in Discourse
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f. Sexism against Men?
g. Do Men and Women Talk Differently?
h. Possible Explanations
i. Sexism in Nepali and Other Languages of Nepal

5. Language and Class 5 hrs


a. Linguistic Variation and Social Class
b. Accent and Dialect: Regional and Social
c. Social Class and Language
d. Social Class: Problems of Definition
e. Research into the Relationship between

Language and Social Class


f. Labov's Theory of Social Stratification
g. Peter Trudgil's Theory of Social Differentiation

6. Language and Identity 5 hrs


a. Linguistic Identity
b. Language and Personal Identity
c. Names and Naming Practices
d. Systems of Address
e. Language and Group Identity
f. Linguistic Variation and Identity
g. Power and Linguistic Imperialism

7. The Standard English Debate 5 hrs


a. What is Standard English?
b. Standard English, History and Society
c. Linguistic Definition of Standard English
d. Logic and Correctness
e. Standard English and Education
f. Standard English and Social Equality
g. South Asian English / Nepalese English

8. Attitudes to Language 5 hrs


a. Language Attitude Defined
b. Whole Languages
c. Varieties of a Language
d. Words and Interaction
e. Pronunciation and Accent
f. The Effects

Text Books
1. Thomas, L. and Wareing, S. (editors). Language, Society and Power. London: Routledge, 1999.
2. Crystal, D. The Cambridge Encyclopedia of Language. Cambridge: Cambridge University Press,
1987.
3. Trudgil, P. Sociolinguistics. Harmondsworth: Penguin, 1975.
4. Salkie, R. Text and Discourse Analysis. London: Routledge, 1995.

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