Level 03

Star InactiveStar InactiveStar InactiveStar InactiveStar Inactive
 

Article Index

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 .

©{2018} Department of Mass Communication. All Rights Reserved. Designed By M.K.de Pasqual

Search