Course code
MACO 31414
Course Title
Development Communication
Pre – requisite - None
Types/Status - Core
Learning outcomes:
At the end of the unit student should be able to:
Apply various theories connected with the study of development communication and its application to the study of Mass communication. The student will have the chance to evaluate the nature, growth and trends in the field of development communication.
Course Content
What is development? Perspectives of development, concept of development and Development Communication, sustainable development, Colonization and development, Behavior Change Communication(BCC), development projects(local/international), mass media and national development, development and community, development and traditional media, modern trends and concepts of development communication, Rural Development, Urbanization, Industrialization, Westernization, Modernization, Globalization
Method of teaching and learning
Lectures, Tutorials, Workshops , Field Visits , Demonstrations , Surveys
Assessment
Examination [60%]
Assignments [20%]
Field Survey [20%]
Recommended Reading
Jayaweera, Neville, Amunugama, sarath (ed)(1987),Rethinking Development Communication, AMIC, Singapore .
Schramm ,W (1964)Mass Media and National Development, Stanford University press.
Lerner ,Daniel and Wilber Schramm ,(1967) Communication and change in the developing Countries ,Honolulu ,East West learner press.
Lerner ,D (1958) The Passing of Traditional society , N.Y. Free press.
Course code
MACO 31424
Course Title
Cross-Cultural Communication
Pre – requisite - None
Types/Status - Core
Learning outcomes:
At the end of the unit student should be able to:
Compare various theories connected with the study of cross cultural communication and its application to the study of mass communication. The student will have the chance of addressing various aspects of the discipline.
Course Content
What is Cross-Cultural communication? communication expansion and intercultural concepts, cultural identity, cultural diversity , Pluralism , comparison and study of cultural artifacts, impact of culture on media, and different cultures popular culture, concept and ideologies .Studies of the impact of trends of religion, history, politics, and literature on cross cultural studies on selected scholars and their works on the subject.
Method of teaching and learning
Lectures, Tutorials, Workshops , Staff student seminars
Assessment
Examination [60%]
Assignment [20%]
Presentation [20%]
Recommended Reading
Holliday , Adrian , Hyde , Martin , Kullman , John (2005) Inter-Cultural Communication ,Rout Ledge Chennai .
Laungani , Pittu D . (2007) Understanding Cross-Cultural Psychology ,Sage , India
Mathur Kanwar ,B(2001)Intercultural Communication , Agenda for Development Countries . Allied Publishers Ltd. India .
Williams Raymond (1961) Culture and Society,Hammondsworth ,Penguin.
Althusser ,L (1971 ,Lenin and Philosophy ,London ,New Left book.
Course code
MACO 31433
Course Title
Creative Communication
Pre – requisite - None
Types/Status - Core
Learning outcomes:
At the end of the unit student should be able to:
Apply various theories connected with the study of creative communication and its application to the study of Mass communication. The student will have the chance of illustrating various aspect of creative communication.
Course content
What is creative communication? creative communication in human society, Aesthetic aspects of creativity, creative art, folk art, media and its creative features, creative structure in audio, video and written communication, traditional media and creative communication, scientific study of mass consciousness and creativity, classical literature and creative communication, modern journalism and creativity.
Method of teaching and learning
Lectures, Tutorials, Workshops , Field Visits , Staff student seminars
Assessment
Examination [60%]
Assignments [20%]
Presentation [20%]
Recommended Reading
Altheide ,D.L.(1974) Creating Reality Beverly Hills , Sage
Bandara A , (1986) Social Foundations of Thought and Action:
A Social cognitive Theory , Englewood Cliffs , Prentice Hills
Barthes R,(1977) Image Magic , Text Essays London ,Fontana
Berger A.A.(1992)Popular Genres , New Burg Park, Sage
Mahendra ,S (1998)Terms in Culture and Communication ,Colombo ,Gunasena.
Eliot T.S.(1948)Notes towards a Definition of Culture , Fober and Fober ,London .
Course code
MACO 31443
Course Title
Media Ethics
Pre – requisite - None
Types/Status - Core
Learning outcomes:
At the end of the unit student should be able to:
Apply various theories connected with the study of media ethics and its application to the study of Mass communication. The student who studies these aspects of ethics will have the chance to formulate, innovate and present media messages.
Course Content
What is meant by ethics? Philosophical background in Ethics, social ethics, media ethics, the difference between the natural law and artificial law(man made),taboo, censorship(media and social) ,family, moral ethics, evolution of ethics, human values and other values, media ethics, professional ethics ,advertising ethics, ethics based on political and economic reporting.
Method of teaching and learning
Lectures, Tutorials, Discussions , Staff Student Seminar
Assessment
Examination [60%]
Assignment [20%]
Presentation [20%]
Recommended reading
Matelski, Marilyn J,(1991) TV News Ethica, Facal Press, London
Limburg, Val E .(1994) Electronic Media Ethics, Facal Press, London
Kunczik, Michael .(ed) (1999) Ethics in Journalism, FES
Gunawardhene ,Nalaka, (ed) (1997) Communication Ethics, A South Asian Perspective, AMIC, Singapore
Lyer, Venket, (ed) (2002) Media Ethics in Asia, AMIC, Singapore
Frankena, William K, (1973) Ethics Prentice- Hall of India, New Delhi
Ingulli, Halbert, (2002) Syber Ethics, Thomson, USA
Course code
MACO 31453
Course Title
Media Law
Pre – requisite - None
Types/Status - Core
Learning outcomes:
At the end of the unit student should be able to:
Apply various theories connected with the study of media law and its application to the study of Mass Communication. The student will be a in position to obtain an overview of aspects pertaining to the relations between mass media and legal issues.
Course content
Definitions, Development of ethics leading to law, meaning and purpose of law, media regulation, public interest and constitutional provision, freedom of expression, state constitution, penal code, acts and regulations (print, electronic and new media),public performance act, media laws pertaining to agreements and declaration , right to information, study of human rights, defamation, intellectual property rights, pornography ,violence, obscenity,
Method of teaching and learning
Lectures, Tutorials, Workshops
Assessment
Examination [60%]
Assignments [20%]
Presentation [20%]
Recommended Reading
Selvakumaran, N, Edirisinghe, Rohan, (ed) (1998) Mass Media Laws & Regulations in Sri Lanka, AMIC, Singapore
Bloy, Media, (2007) Media Law, Sage, India
Zuckman, Hervey L…elal (ed) (1988) Mass Communication Law, West Publishing Co. USA
Wickramarathne, Jayampathi, (2006) Fundamental Rights in sri Lanka, A Stanford Lake, Colombo
Rozenberg, Joshua, (2005) Privacy & the Press, Oxford University Press
Course code
MACO 31462
Course Title
Media Management
Pre – requisite -None
Types/Status -Optional
Learning outcomes:
At the end of the unit student should be able to:
Apply various theories connected with the study of media management and its interpretation to the study of Mass communication. As management studies are rapidly growing, the study of media management is observed as vital. As such the student will have the chance of understanding the nature and new innovations needed in media management.
Course content
Nature of media Management, Impact of communication on management, organization, event management recruitment, production, promotion, research Internal structure of management, strategies, challenges, software, content, editorial management, role of the editors, producers and planners as creative managers.
Method of teaching and learning
Lectures, Staff Student Seminars, Field Visits
Tutorials
Assessment
Examination [60%]
Assignments [20%]
Presentation [20%]
Recommended Reading
Albarran, Alan B, (2002) Management of Electronic Media, Worsworth, USA
Lazarsfeld ,P.F. and Merton R.J.(1957)Mass Communication ,Popular Taste and Organized Social Action ,in Bernard.
Rosenberg and David Manning(1957),Mass Culture:The Popular art in America, New York.
Lasswell,H.D.(1978) The Future of the world Communication.
Vizjak, Andrej and max Ringlstetter(ed)(2001),Media Management, New York ,Springer ,Verlag
Course code
MACO 31472
Course Title
Print Media Studies-1
Pre – requisite - None
Types/Status - Optional
Learning outcomes:
At the end of the unit student should be able to:
Apply various theories connected with print media studies and The student will be in a position to understand aspects of Print media and its evolution, trends and concepts.
Course content
Role of the print media, Categories of Print media, Newspaper industry, critical perspectives in print media, Sri Lankan news papers and society, study of selected world news papers, institutional characters and types of newspapers, Trends of Print media Journalism, Future of Print media.
Method of teaching and learning
Lectures, Tutorials, Workshops , Staff student seminars
Assessment
Examination [60%]
Assignments [20%]
Presentation [20%]
Recommended Reading
McBride, S, (1980) Many Voices, One World (Report by the International Commission for the Study of Communication Problems) Paris UNESCO, London, Kogun, Paul
Mcluhan Marshall(1975)Understanding Media ,The Extention of man, Routledge and Kegan Paul ,London
Meadow ,C.T (1970)Man-Machine Communicator ,New York ,Wiley –Interscience.
Clark Wesley(1958) Journalism Tomorrow, Syracase Univ. press
Course code
MACO 31482
Course Title
Film Media Studies - 1
Pre – requisite - None
Types/Status - Optional
Learning outcomes:
At the end of the unit student should be able to:
Apply various theories connected with the film media studies and its application to the study of films. The student will also get the chance to apply the concepts connected with the theories and the practice of the film media studies.
Course Content
Theories of Cinema,
Landmarks of Cinema,
Film Aesthetics,
Film Appreciation, Film Criticism,
Script Writing and Cinema,
Mise-en-Scene of Cinema,
Trends of Film, Film Genres.
Short Films and Documentary Films.
Method of teaching and learning
Lectures, Tutorials, Workshops , Discussions
Assessment
Examination [60%]
Assignment [20%]
presentation [20%]
Recommended Reading
Mascelli, V. Joseph Silman, (1998) The Five C’s of Cinematography, Jams Press
Malkiewicz Kris, Mullen M. David, (2005) Cinematography, A Fireside Book
Monaco, James (2005) How to read a Film, Oxford University Book
Course code
SSCM 31492
Course Title
Introduction to Development Communication
Pre – requisite - None
Types/Status - Auxiliary
Learning outcomes:
At the end of the unit student should be able to:
Apply various theories connected with the study of development communication and its application to the study of Mass communication. The student will have the chance to evaluate the nature, growth and trends in the field of development communication.
Course Content
What is development? Perspectives of development, concept of development and Development Communication, sustainable development, Colonization and development, Behavior Change Communication(BCC),development projects(local/international) ,mass media and national development, development and community, development and traditional media, modern trends and concepts of development communication, Rural Development, Urbanization, Industrialization, Westernization, Modernization, Globalization
Method of teaching and learning
Lectures, Tutorials, Workshops , Field Visits , Demonstrations , Surveys
Assessment
Examination [60%]
Assignments [20%]
Field Survey [20%]
Recommended Reading
Jayaweera, Neville, Amunugama, sarath (ed)(1987),Rethinking Development Communication, AMIC, Singapore .
Schramm ,W (1964)Mass Media and National Development, Stanford University press.
Lerner ,Daniel and Wilber Schramm ,(1967) Communication and change in the developing Countries ,Honolulu ,East West learner press.
Lerner ,D (1958) The Passing of Traditional society , N.Y. Free press.
Course code
MACO 32414
Course Title
Public Relations
Pre – requisite - None
Types/Status - Core
Learning outcomes:
At the end of the unit student should be able to:
Apply various theories connected with the study of communication and public relations, and its application to the study of Mass communication. The student will also get the chance to interpret the concepts connected with the theories and the practice of the public relations.
Course Content
What are the Public relation concepts? Definitions, origins and the evolution of Public relations. Process of public relations as an essential social tool. developmental process of Public Relations as a profession, social importance of public relations, public relations officer and information, theories of public relations, Methods inclusive with Publicity ,Media Briefing, Seminars, Press Releases. Media and Public Relations, Pubic relations in the contemporary media scene. Public Relations and the private sectors, and in the commercial field, formal and informal public relations , studies on international public relations and trends, planning, execution, and research in public relations and public relations agencies.
Method of teaching and learning
Lectures, Tutorials, Workshops , Staff student seminars, Field Visits
Assessment
Examination [60%]
Assignment [20%]
Presentation [20%]
Recommended Reading
Cottle, Simon, (ed) (2004) News, Public Relations & Power, Sage, Britain
Kunczik, Michael, (1990) Images of Nations & International Public Relations, FESand
Hovland ,C.I, Janis J,and Kelley,H.H(1953)Communication and Persuation, Yale University press.
Warr1,P.B and Knapper B.(1968)The Perception of of people and Event ,Wiley.
Course code
MACO 32423
Course Title
Advertising
Pre – requisite - None
Types/Status - Core
Learning outcomes:
At the end of the unit student should be able to:
Apply various theories connected with the study of advertising, and its application to the study of Mass Communication. The student will also get the chance to interpret the concepts connected with the theories and the practice of the same
Course Content
What is advertising? principles of Advertising, media and Advertising, Copy Terminology and Principles, aspects of modern advertising, types of Advertising, use of media in Advertising, creative designing and psychological aspects of advertising , Consumer, Society and advertising , Content Analysis of Advertisement, Advertising research, Advertising agencies, Advertising campaigns.
Method of teaching and learning
Lectures, Tutorials, Field Visits, Workshops, Demonstrations
Assessment
Examination [60%]
Assignment [20%]
Presentation [20%]
Recommended reading
McChesney, R, (2000) Rich Media Poor Democracy, New York New Press
McLuhan, M, (1964) Understanding Media, London, Rutledge and Kegan Paul
Course code
MACO 32433
Course Title
Political Communication
Pre – requisite - None
Types/Status - Core
Learning outcomes:
At the end of the unit student should be able to:
Analyze various theories connected with the study of Political Communication
and its application. The student will also get the chance to interpret the concepts connected with the theories and the practice of Political Communication
Course Content
What is political communication? Definitions, origins and evolution of political communication, public sphere , Sources and Trends of political communication, Study of political Leaders, public opinion, media and elections, war and terrorism, image building, Modern Society and Political Communication, Types of Political Campaigns, News Coverage of Political Campaigns.
Method of teaching and learning
Lectures, Tutorials, Field Visits, Workshops, Staff student seminar, Surveys
Assessment
Examination [60%]
Assignment [20%]
Presentation [20%]
Recommended Reading
Thompson ,J. (2000) political Scandals, Cambridge , Polity
Devereux , Eoin (2007.Ed) Media Studies: Key issues and debates . London ,Sage
Qates .Sarah .(2008) Introduction to Media and Politics,London , Sage
Luman.Joseph S.(2008) Political Communication in American Campaign. London , Sage
Lilleker.Darren G (2006) Key Concept in Political Communication , London Sage
Course code
MACO 32443
Course Title
Media and Popular Culture
Pre – requisite - None
Types/Status - Core
Learning outcomes:
At the end of the unit student should be able to:
Analyze various theories connected with the study of Media and Popular Culture
and its application. The student will also get the chance to spell out the concepts connected with the theories and the practice of Media and Popular Culture.
Course Content
Evolution of the term Popular Culture, Definitions, Nature of Popular Culture. Sources of Popular Culture, Consumption of Popular culture. Popular culture among the other cultural dimensions, basic dimensions of popular culture in media, changing aspects of Popular culture, Modern and postmodern perspectives of popular culture, Mass Media and popular culture, Popular culture and society, Industry of Popular Culture .Contribution of Popular Culture for Social Change. Study of Popular Culture with Special reference to Sri Lanka.
Method of teaching and learning
Lectures, Tutorials, Field Visits, Workshops, Demonstrations, Discussions,
Surveys
Assessment
Examination [60%]
Assignment [20%]
Presentation [20%]
Recommended Reading
Mc Guigan, Jym, (1999) Modernity & Postmodern Culture, Open University Press, UK
Course code
MACO 32452
Course Title
Orientalism - Sri Lankan media studies
Pre – requisite - None
Types/Status - Core
Learning outcomes:
At the end of the unit student should be able to:
Analyze various theories connected with the study of Mass communication and Orientalism its application to the study of mass communication. the student will also get the chance to spell out the concepts connected with the theories and the practice of Orientalism
Course Content
What is Orientalism? How is it linked to Mass Communication? The sources of Orientalism, The trends and knowledge that envelope Orientalism ,language and Orientalism, creativity and Orientalism, Religion and Orientalism, Orientalism and Colonialism, Orientalism and modernism ,philosophical trends in Orientalism
Method of teaching and learning
Lectures, Tutorials, Staff student seminars, Field Visits, Demonstrations
Assessment
Examination [60%]
Assignment [20%]
Presentation [20%]
Recommended Reading
Barthes, R, (1972) Mythologies, London, Cape
Mahendra, Sunanda, (1994) Man & Myth, Colombo, Udaya
Carey, J. W, (1988) Communication as Culture, Boston, Unwia
Frazier Allie, M(ed)(1975) Issues in Religion ,a book of reading,wordswoth Publishing Co.Califonia
Marx ,K and Engels F.(1958) On Religion ,London.
Campbell, J (1962)The of sad:Oriental Mythology ,London.
Zimmer ,H(1951)philosophies of India New York.
Course code
MACO 32462
Course Title
Media Psychology
Pre – requisite - None
Types/Status - Optional
Learning outcomes:
At the end of the unit student should be able to:
Apply various theories connected with the study of Media Psychology and its application to the study of Mass Communication. The student will also get the chance to analyze the concepts connected with Psychology as applied to Mass Communication
Course content
What is media psychology?
Psychological effects and influences of media
Developmental issues in media psychology
Social psychology of media
Research methodsin media psychology
Future of media psychology ,Psychologists in the media,
Clinical Media Psychology, Guidelines and training for media performance.
Method of teaching and learning
Lectures, Tutorials, Field Visits, Workshops, Demonstrations, Surveys
Assessment
Examination [60%]
Assignment [20%]
Presentation [20%]
Recommended reading
Giles, David, (2003) Media Psychology, London, Lawrence Erlbaum Associates
Kirschner, Sam and Kirschner, Diana, (ed) (1997) Perspectives on Psychology and the Media, APA, USA
Harris, Richard Jackson, (2009) A Cognitive Psychology of Mass Communication, T & F Books, US
Bryant, Jennings, (2009) Media Effects: Advances in Theory & Research, LEA, USA
Harris, Richard Jackson, (2004) A Cognitive Psychology of Mass Communication, Lawrence Erlbaum, USA
Philo, Greg, (1997) The Media & Mental Distress, Longman Group, UK
Course code
MACO 32472
Course Title
Radio studies -1
Pre – requisite - None
Types/Status - Optional
Learning outcomes:
At the end of the unit student should be able to:
Apply various theories connected with the study of Radio media and its application to the study of Radio media studies. The student will be in a position to understand aspects of broadcasting its evolution, trends and concepts.
Course content
Nature of sound medium, Role of broadcasting,
Radio Journalism, Radio Industry, Sri Lankan Radio and Society. Selected world radio stations, Trends of Radio, Role of Communicator, formats of Radio programming, and categories of radio.
Method of teaching and learning
Lectures, Tutorials, Workshops , Staff student seminars, Field Visit, Practical
Assessment
Examination [60%]
Assignment [20%]
Presentation [20%]
Recommended Reading
Banerjee ,Indrajit , Senawirathne ,Kalinga (eds) (2006) , Public Service Broadcasting in the Age of Globalization , AMIC , Singapore
Weldon,T.A. and Ellingsworth H.W.(1970) Effective Speech Communication.Glenview ,Scott ,Foresma
Innis,H(1951).The bias and Communication ,Toranto Univ.press ,Toranto.
Denis McQuail (ed)(1972)Sociology of Mass Communication ,London,Penguin.
Mahendra,S (1980)Memory and Message, Colombo .
Course code
MACO 32482
Course Title
Television Studies-1
Pre – requisite - None
Types/Status -Optional
Learning outcomes:
At the end of the unit student should be able to:
Apply various theories connected with the study of television media and its application to the study of Mass Communication. The student will also get the chance to spell out the concepts connected with the theories and the practice of the same
Course content
Concepts , television technology ,Role of television media, television industry, television and society ,types of television media, culture and television, genres of television, education and television , news in television media ,advertising and television, trends of television media, world television networks, television research, future of television media.
Method of teaching and learning
Lectures, Tutorials, Workshops , Staff student seminars, Practical
Assessment
Examination [60%]
Assignment [20%]
Presentation [20%]
Recommended Reading
Marriott, Stephanie, (2007) Live Television: Time, Space & the Broadcast event, Sage, UK
Hettiarachchi, Stanly, (2001) In Search of Editing Techniques, Wijesooriya Publications, Mulleriyawa
Denis McQuail (ed) (1972) Sociology of Mass Communication ,Londo,Penguin.
Halloran J.D.(ed)(1970)The effect and Television ,Pather .
