Course code
MACO 41414
Course Title
New Media and Information Technology
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 its application to the study of the same. The student will also get the chance to spell out the concepts connected with the theories and the practice of the same
Course Content
Overview of New Media
Characteristics of New Media
Comparison of New Media and Traditional Media
Introduction to Web technologies
Social Networking
Role of New Media in Information, Education, Entertainment and Persuasion.
Knowledge Management
Graphics and applications of New Media,
Web casting, New Media and Marketing
Politics and New Media
Ethics of New Media
Impact of New Media
New Media in Sri Lankan Context
Method of teaching and learning
Lectures, Tutorials, Workshops, Field Visit
Assessment
Project [60%]
Assignment [20%]
Presentation [20%]
Recommended Reading
Razdan Ashnin ,(2008) New Media Techniques and Trends , New Delhi , Vistaar Publishing
Wilson Burbara (2000)Information Technology : The Basic , India , Thomson Learning .
Course code
MACO 41423
Course Title
Internship / Institutional Training
Pre – requisite - None
Types/Status - Core
Learning outcomes:
At the end of the unit student should be able to:
Apply various theories and practices connected with the study of Mass communication. The student will also get the chance to engage in a period of internship in a media unit gaining experience in a particular area of the subject
Course Content
Selection of a particular media unit
Engage methodically as an intern
Awareness on the selected area of study
Observation and participation
Learning through action
Practicing the media environment
Submission of a report based on the internship practice
Method of teaching and learning
Instruction, Supervision, Discussion, Group work, Demonstrations
Assessment
Interview [60%]
Self Evaluation Report[40%]
Course code
MACO 41432
Course Title
Gender studies and Media
Pre – requisite - None
Types/Status - Core
Learning outcomes:
At the end of the unit student should be able to:
Apply various theories connected with Gender studies, and the application to the study of Mass Communication. The student will also get the chance to analyze the concepts connected with the theories and the practice of the subject area.
Course Content
What is gender? Gender role and approaches, masculinity / feminist, Gender stereotypes, Gender race and class, gender analysis and theories, women leaders in developing countries, Gender crime and justice/ human rights, Gender and Sex Roles, Psychology of Women, Sri Lankan stance and the portrayal of women.
Method of teaching and learning
Lectures, Tutorials, Workshops, Staff student seminar
Assessment
Examination [60%]
Assignment [20%]
Presentation [20%]
Recommended Reading
Zoonen ,Liesbet Van ,(2000)Feminist media Studies , Sage , UK
Dines Gail ,Humez, Jean M ,(eds) (2003)Gender ,Race and Class in Media:
A texf-reader, Sage , USA
Course code
MACO 41443
Course Title
Translation Methods
Pre – requisite - None
Types/Status - Core
Learning outcomes:
At the end of the unit student should be able to:
Synthesize various theories connected with the study of communication and its application to the study of the Translation process. The student will also get the chance to spell out the concepts connected with the theories and the practice of the Translation Methods.
Course Content
Need for translation
translation, transference ,transformation, adaptation, transliteration
Introducing translations, Documentation, translation techniques,
Cultural Translation, Sentences and the understanding on the context. Types of translation, classified in to science technology, prose, verse, drama, narrative, general features, reports ..etc. translation exercises from one language to another. Evaluating original works and the translated works.
Method of teaching and learning
Lectures, Tutorials, Workshops, Demonstrations
Assessment
Examination [60%]
Assignment [20%]
Presentation [20%]
Recommended Reading
Newmark, Peter, (1998) More Paragraphs on Translation, Multilingual Matters Ltd, Clenedon
Venuty, Lawrence, (1998) The Seandals of Translations; Towards an Ethics of Difference sage, London
Robinson, Douglas, (1997) Becoming a Translator. London Rout ledge
Fernandes, Millor, (2001) Literary Translation
Course code
MACO 41453
Course Title
Staff - Student Seminar
Pre – requisite - None
Types/Status - Core
Learning outcomes:
At the end of the unit student should be able to:
Evaluate various theories connected with the study of Communication and its application to the study of the same. The student will also get the chance to synthesize the contemporary concepts and issues connected with Mass Communication
Course content
Selection of topic, Organization of a group ,Meeting point for teacher and student, Making use of technology, preparation, paper reading, presentation, Discourse ,Rediscovery ,Observation, Conclusion ,Assessment, Need for publication,(Listening, Presentation, Performance, Arrangement)
Method of teaching and learning
Lectures, Tutorials, Workshops, Demonstrations, Practical
Assessment
Full Text [60%]
Presentation [40%]
Course code
MACO 41463
Course Title
Marketing and Communication
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 Marketing and communication. The student will also get the chance to evaluate the concepts connected with the theories and the practice of the same
Course Content
What is Marketing? Role of Marketing in Communication?
Marketing and Consumer
Marketing strategies and Marketing mix,
Segmentation and Marketing,
Products, services and Branding Strategies
Marketing Communication
Marketing and Social Responsibility
Personal selling and Direct Marketing
Marketing and Information Communication Technology
Marketing and research
Method of teaching and learning
Lectures, Tutorials, Field Visit, Surveys, Demonstrations
Assessment
Examination [60%]
Assignment [20%]
Presentation [20%]
Recommended reading
Cottle Philp, amstrong Gary, (11th ed) (2006) Principals of Marketing, Perntice Hall of India
McMaster, Mark, (2001) A Life Time of Sales, Sales & Marketing Management
Porter, Michael, E. (1985) Competitive Advantage: Creating & Sustaining Superior Performance, New York, Free Press
Lane Keller Kevin, (2nd ed) (2003) Strategic Brand Management, Upper Saddle River, Prentice Hall
Cottlr Philp, (11th ed) (20036) Marketing Management, Upper Saddle River, Prentice Hall.
Course code
MACO 41472
Course Title
International Organizations
Pre – requisite - None
Types/Status - Core
Learning outcomes:
At the end of the unit student should be able to:
Know various titles and functions connected with the world organizations related for the study of Mass communication.
Course content
Role of world organizations, The place of world organizations linked with mass media.
A special study on the following areas is recommended. They are units classified into following areas;
cultural
political
economical
social
education
the special study on the following organizations;
UN and affiliated bodies such as UNESCO, UNICEF,WHO…etc., Asian Development Bank(ADB),International Monitory Fund(IMF),IFRCS, Media related international Non governmental organizations such as Article 19,Amnesty International, Freedom House, ABU ,AMIC,
Method of teaching and learning
Lectures, Tutorials, Field Visits, Workshops, Surveys, Demonstrations
Assessment
Examination [60%]
Assignment [20%]
Presentation [20%]
Recommended Reading
Alleyne, Mark D, (1995) International Power & International Communication, Macmillam, Hong Kong
Course code
MACO 41482
Course Title
Print Media Studies-II
Pre – requisite -Candidate should fulfill- Print Media Studies- 1
Types/Status - Optional
Learning outcomes:
At the end of the unit student should be able to:
Demonstrate the knowledge in Print media Studies in practicing of its same.
Course content
News reporting, feature writing, column Writing, Editorial Writing, Interviewing Photo Journalism, Investigative Journalism illustration, cartoons, Graphics Designing , special event reporting(Parliament, Court, Election, Business, Science, War, Sports, Children…etc.) ,subbing, proof reading,
Method of teaching and learning
Lectures, Tutorials, Workshops, Field Visit
Assessment
Examination [40%]
Assignment [20%]
Production [40%]
Recommended Reading
Harcup ,Tony ,(2004) Journalism Principles and Practice , Vistaar , India
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 41492
Course Title
Film Studies -II
Pre – requisite - Candidate should fulfill- Film Media Studies - 1
Types/Status - Optional
Learning outcomes:
At the end of the unit student should be able to:
Demonstrate the Knowledge in Film Studies in Practicing of the same.
Course Content
Study of Film Production, Film Editing, Understanding Drama, Novel, Painting and Photography, Acting for Cinema, Camera Techniques and Cinema, Sound Techniques and Cinema, Lighting and Cinema, Film Industry and popular Cinema, Digital Techniques and Future of Cinema, Installation to Video Art,
Method of teaching and learning
Lectures, Tutorials, Workshops, Staff student seminar
Assessment
Examination [40%]
Assignment [20%]
Production [40%]
Recommended reading
Case, Dominic, (2nd ed) (2001) Film Technology in Post Production, Boston, Focal Press
Hollyn, Norman, (1984) A Film Editing Hand Book, New York, Arco Press
Aikin, E. G. M. (1987) Sound Recording & Pre- Production, Boston, focal Press
The complete film Production Hand book (3rd ed) (2001) Boston, Focal Press
The Techniques of documentary film Production, (4th ed) (1981) Boston, focal Press
Reflections: twenty- one Cinematographer at Work, (2002) Hollywood ASC Press
Course code
MACO 42414
Course Title
Media Criticism
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 communication and its application to the study of the Mass Communication. The student will also get the chance to synthesize the concepts connected with the theories and the practice of the Subject
Course content
What is Media Criticism? Origin and evolution of criticism in the holistic perspective
Role of the media critic
Explore the media Content
Evaluation Process, Assessment Process
Interpretation, appreciation, analyzing,
Media structures,
Aesthetic judgment, evaluations
Relation between Media Criticism and concepts of Literary Criticism( Local and world),Criticism and critical practices in the 20th century
Method of teaching and learning
Lectures, Tutorials, Workshops, Staff student seminar
Assessment
Examination [60%]
Assignment [20%]
Presentation [20%]
Recommended reading
Cohen, Fodi R, (1998) Communication Criticism. London, Sage
O’ Donnell, Victoria, (2007) Television Criticism. London, Sage
Waugh, Patricia, (2006) literary theory and Criticism. New Delhi, Oxford
Zitner, Sheidon P. (1966) The Practice of Criticism. Illinois Glenview wood, Neighed
Lodge, David, (1998)Modern Criticism and Theory, India, Pearson
Course code
MACO 42423
Course Title
Communication and Literary Insights
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 communication and its application to the study of Mass Communication. The student will also get the chance to evaluate the concepts connected with the theories and the practice of the Subject.
Course content
What are Literary Insights?
The application of Literary Insights to the Study of Communication. They include
Literary theories; movements and schools of thought such as Structuralism, poetics, Psychoanalysis, Deconstructionalism, Feminism, Post colonialism, Racism, Nationalism and Ethnocentricism, Postmodernism.
Interpretational meanings, Rhetoric, Semiotics.
Study of a selected indigenous and world classics
Method of teaching and learning
Lectures, Tutorials, Workshops, Discussions
Assessment
Examination [60%]
Assignment [20%]
Presentation [20%]
Recommended reading
Congstock, G, (1988) Public Communication & Behavior, New York, Academic
Eco, U, (1977) A Theory & Semiotics, London, Macmillan
Ellis, J, (1982) Visible Fictions, London Rout ledge & kegan Paul
Gramsci, A, (1971) Selection from the prison Note books, London ,Lawrence and Wishar
Course code
MACO 42432
Course Title
Media and Religious Communication
Pre – requisite - None
Types/Status - Optional
Learning outcomes:
At the end of the unit student should be able to:
Evaluate various teachings connected with the study of communication. The student will also get the chance to compare the teachings laid down in one religion with another
Course content
What are the underline factors connected with religious communication studies?
How were the religious communication linked with communal thinking
Study of religious teachings and the use of Mass media
folk beliefs and ritual communication
Selections from such religions as Buddhism, Christianity, Hinduism and Islam
Study of creative works connected with religious teachings and the presentation through mass media
Informational trends on religious issues.
Study of oriental innovations on religious matters with special reference to Asian Philosophies.
Method of teaching and learning
Lectures, Tutorials, Workshops, Demonstrations
Assessment
Examination [60%]
Assignment [20%]
Presentation [20%]
Recommended reading
Trenaman, J. S. M. (1967) Communication and Comprehension. London: Longman
Turner .G, (2004) Understanding Celebrity. London: Sage
Webster, F. (1995) Images of the Information Society, London: Rutledge
Williams, R. (1961) Culture and society, Hamondsworth, Penguin
Course code
MACO 42442
Course Title
Radio studies -II
Pre – requisite -Candidate should fulfill- Radio studies - 1
Types/Status - Optional
Learning outcomes:
At the end of the unit student should be able to:
Demonstrate the Knowledge in Practicing Radio media studies of its same.
Course content
News gathering processing and reading, microphone techniques, presentation techniques, interview methods, types of reporting, recording and editing by using software. Script writing, Sound balancing, continuity studio and DJ studio, OB Productions and updating, web casting,
Method of teaching and learning
Lectures, Tutorials, Workshops, Demonstrations
Assessment
Examination [40%]
Assignment [20%]
Production [40%]
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 42452
Course Title
Television Studies -II
Pre – requisite - Candidate should fulfill- Television Media - 1
Types/Status - Optional
Learning outcomes:
At the end of the unit student should be able to:
Apply the Knowledge in Television media studies.
Course content
Writing for television, types of productions , performing Arts and television , News gathering , reporting and presenting, camera techniques, presentation techniques, interview methods, Television productions, , recording and Editing, lighting,
live programmes, web casting,
Method of teaching and learning
Lectures, Tutorials, Workshops, Demonstrations
Assessment
Examination [40%]
Assignment [20%]
Production [40%]
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 ,London ,Penguin.
Halloran J.D.(ed)(1970)The effect and Television ,Pather .
Course code
MACO 42466
Course Title
Dissertation
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 communication and its application to the study of Mass Communication. The student will also get the chance to apply the concepts connected with the theories and the practice of the subject
Course content
The candidates should consent to compile and present a research dissertation containing approximately 10,000 words on a selected topic in mass communication in consultation with supervisor nominated by the Department of Mass Communication.
Method of teaching and learning
Instruction, Supervision, Discussion
Assessment
Dissertation [80%]
Presentation and Defense [20%]
