e-content BMC - Impact College

5th Semester

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IMPACT College, Patna

SEMESTER – 5 (E-Content)

Bachelor of Arts (Journalism & Mass Communication)

About This E-Content

This E-Content section is prepared for students of IMPACT College, Patna to access Semester 5 study materials in a structured and easy-to-understand format. Each paper includes units, topics, and syllabus details for academic learning and revision.

Note: Click on any topic below to view the table.

PAPER – BA (JMC) 501: MEDIA CRITICISM

Unit	Title	Topics / Syllabus
Unit 1	Deconstructing media literacy	Understanding Media literacy – media education – media criticism – importance, purpose and exposure to media objectivity – Approaches to evaluation of media content.
Unit 2	Media and its audience	Audiences, owners, and controllers of mass media – what is news? – Advertisement – Entertainment
Unit 3	Electronic media criticism	Electronic Media criticism: brief history and cultural functions – criticism and communication process – ethics, values, and morality defined – composite criticism
Unit 4	Media and value systems	Media as value suppliers – access, freedom of expression and predominant value systems – The protestant ethics – Social Darwinism – Detecting programme’s value systems – media literacy methods – critical autonomy – Media pedagogy
Unit 5	Media and culture	Media awareness – information overload – media and our culture – Demystifying the media – media and sensorial appeal – dehumanisation through the media – media and consumerism – Media and reality and construct reality – key concepts of mass media and popular culture – forms, code, conventions – ideologies and values – consumerism
Unit 6	Social analysis and violence in Media	Popular culture – introducing social analysis – social analysis of media experience – mobilizing a movement – sexuality and the media – violence and the media

PAPER – BA (JMC) 502: HUMAN RIGHTS AND MEDIA

Unit	Title	Topics / Syllabus
Unit 1	Introduction to Human Rights	Historical origins – sources of HR – perspectives on HR and duties – types of rights – Nature and concept of duties – UN and UN charter – International Bill of rights – State responsibility in International law – Indian values and human rights – Emerging dimensions in human rights
Unit 2	Principles and theories of Human Rights	Evolution of Human Rights Concept – approaches to human rights – theories and principles – Internationalisation of human rights – British Magna Carta 1215 – French declaration of the Rights of man 1789 – Human rights in 1st World War era – UN Charter
Unit 3	Organisations related to Human rights	Brief overview of UN and its specialised agencies – UN General Assembly – UN Security Council – India in Security Council – UN Commission on Human rights
Unit 4	State of Human rights in India	Genesis – Right to equality – political rights – rights relating to person – Human Rights and relevant articles in Indian Constitution – Right to privacy – Privacy and the Indian Constitution – historical tracing of the concept of privacy – judicial activism and the right to privacy – Protection of data and privacy – Rights of minorities – Multiculturalism in Indian Constitution – security of weaker sections in secular India – Judicial protection for human rights – custodial violence – Role of media and Human rights in India
Unit 5	Child and Human Rights	Rights of Children – UN convention on the rights of a child – Human rights and female foeticide – Sexual exploitation, forced labour, child labour – Child prostitution – Children in conflict with the law – Human rights violation on street children – Parenting and child health – Child’s right to education – Media reporting on children and child rights
Unit 6	Women and Human rights	UN and Status of women – CEDAW – Global Gender agenda – offences, violence and crime against women – Dowry and dowry related violence – Domestic Violence – Women prisoners – sexual harassment at workplace – Beijing Declaration and Action plan – Media and Reporting on women’s issues

PAPER – BA (JMC) 503: RESEARCH METHODOLOGY

Unit	Title	Topics / Syllabus
Unit 1	Introduction	Introduction – Meaning and definition of Research – Development of Mass media Research – Media Research and Scientific Method – Characteristics – Purpose of research – Types of Research (Pure, Applied, Exploratory, Descriptive, Diagnostic study, Evaluation studies, Action research) – Research procedures – Quantitative/Qualitative research – Basic/Applied research – Significance of Research in media
Unit 2	Research Design	Research Design – meaning, definition, objectives – steps in planning – characteristics of good research design – Components of research design – Experimental and non-experimental – Hypothesis testing research – Types of Research designs
Unit 3	Research Communication & Content Analysis	Research communication – Meaning and definition – Objectives – Content Analysis: meaning, definition, uses, limitations, steps in content analysis – Reliability and Validity
Unit 4	Media Research Evaluation	Media Research Evaluation – Definition and meaning of Evaluation – objectives – goals – evaluation strategies – Types of Evaluation – Questions and methods of evaluation – planning evaluation – Evaluation cycle
Unit 5	Research Report Writing	Research Report writing – Meaning – objectives – purpose – Characteristics of Research report – Functions – problems in writing research reports – Types of Research report – Styles of reporting – parts of a report – Steps in drafting the research report – editing, evaluating the final draft
Unit 6	Ethics in Media Research	Ethical principles – Common ethical principles in Research – Rights and protection of privacy – Ethics and sponsor – research and team members – Ethics in data analysis and reporting – Ethics in publication and online research

PAPER – BA (JMC) 504 P: INTERNSHIP or IN-HOUSE PRODUCTION/ AND VIVA

Practical / Internship Guidelines & Evaluation Details

Students will be required to do any one of the following [a] an internship of three months at a reputed publishing/ newspaper/ public relations/ advertising/ TV/ film production unit or [b] plan, and produce a short radio show of broadcast quality or a magazine of print quality or a short film production.

Internship:

Every student of the third year Mass Communication is expected to do internship at either in a media house or with NGOs or in any media related Institution or Corporate houses as corporate communicators or content writers. The students are free to choose any work that pertains to their areas of interest.

They will do an 8 to 10 week long internship i.e. [beginning soon after their 4^th End Semester examinations till August end.

There will be a viva voce on the project report for 40 marks, 40 marks for a presentation on the project, totalling 80 marks for Internal Assessment and the same format for the End Semester exams by an external evaluator, approved by the University which would carry 120 marks (60 for viva voce +60 for presentation), bringing the total marks to 200.

Alternatively,

a student will be required to make either a radio show/magazine/short film of not less than 15 minutes using professional tools, equipment, and software under the guidance of the faculty member concerned. The entire process of making is to be followed from concept note to post production work. The making process will be documented as a written project, to be submitted along with the DVD (soft copy) of the radio show/magazine/short film.

The student will face a viva-voce on the project submitted. The internal marks will be 80, the End Semester marking of the project report by a panel of independent professionals, approved by the University and the marks for viva-voce will be 120, to make a total of 200 marks.

Objectives of Internship:

Internship is offered to BA (JMC) students with the following objectives;

Exposure to the Media business world to get practical experience in the day to day affairs of the world of Media.
Practical application of the theoretical knowledge of the students in the field of print journalism, broadcast industry, advertising, public relations, corporate communications, communication and development, and electronic media (the new media)
Understanding how the Media industry works, studying the work environment, experiencing the day to day business decisions, superior-subordinate relationship and experiencing the work pressures as the media industry is a deadline oriented industry.
Learning entrepreneurial skills and understanding issues and challenges of entrepreneurship

Organizations to be selected for Internship:

Large and medium Media business enterprises, which include Newspapers, Television Channels, Radio channels, Advertising Agencies, Public Relations Agencies, Corporate Communication Departments of large business organizations, Social Media Marketing Agencies, Non – profit Organizations, Magazines, Event Management Companies and other establishments where student get experience in all functional areas of the Media Industry.

Organizations/jobs not to be accepted for Internship:

Small enterprises which include retail shops, shops in malls and sole proprietary enterprises where students cannot get experience in all functional areas of business.
Tuition to the children, Sales jobs with sales target, as waiter in bar and restaurant and any enterprise unrelated to the Media industry, cannot be joined as intern.
Business enterprises/offices within and outside Patna District is permitted
Internship in organizations outside the country is not allowed.
Organizations/offices selected for internship must be approved by the Head of the Department.

Period of Internship:

Internship is for two months after 4^th semester examinations. Intern must work for 400 working hours, 50 working days; two days leave may be availed. Due to unforeseen situations intern may take leave for more than one day with special permission from the concerned authority of the organization, but total number of working days of internship should not be less than 48 days.

Internship Process:

The following process is followed before and during internship;

The Head of the Department will give detail internship orientation highlighting the purpose of internship, the organization to be selected, joining procedure, certificates to be provided, duties and responsibilities of intern, preparation of internship report and its valuation.
Internal supervisor will be allotted from the Department to a group of students. The organization is selected by the student in consultation with the supervisor. The organization selected must be approved by the Head of the department
The manager supervising the intern is the external guide, his name, designation and phone number must given to the Department before joining the internship for necessary follow up.
The College will give letter seeking permission from the organization; acceptance of the organization must be obtained by the student well in advance.

After joining the organization as intern, joining report must be issued and submitted to the Department within a week of joining the internship
The student must maintain a work diary. He/she writes work diary daily covering the duties and responsibilities assigned for the day, time of entry and exit, Department in which he/she worked, supervisor under whom he/she worked, the day’s experience and learning, problems faced etc.
Every week end work diary should be signed and sealed by the external guide
At the end of the internship, external guide must give performance certificate and attendance certificate
Based on the work diary, intern will write a report of internship.

Duties and Responsibilities of Intern:

The duties and responsibilities of the intern are as follows;

Intern should strictly follow the internship guidelines of the college
He/she should respect the organization where he/she joined as intern, abide by the organization rules and regulations and follow the instructions given by the external supervisor at the organization. He/she must work as intern with utmost care and diligence and responsible for any damage caused to the organization by him as an intern
The intern should get the guidance of the internal supervisor from time to time. Any problem during the internship must be brought to the notice of the Head of the department through the internal supervisor.
The intern should submit the joining report within one week of joining the internship
He/sheshould maintain a work diary and see that it is signed and sealed by the external supervisor at the end of the week.
He/she should produce the work diary, performance certificate and attendance certificate at the end of the internship.
He/she should submit the internship report on time to avoid the delay in announcement of the second semester result

Role of Internal Supervisor:

The internal supervisor has the following duties and responsibilities:

Internal supervisor must assist the intern in selection of the organization and see that all preliminary formalities are completed before joining the internship.
Internal supervisor should monitor the progress of the internship and follow up from time to time with the external supervisor.
Any problem during internship must be brought to the notice of the Head of the Department.
Internal supervisor must arrange for presentation of the report in the Department before the submission of final report.
Internal supervisor should read the draft copy of the report and give necessary corrections and see that the intern submit the report on time.

Valuation of Internship Report

Internship Report is valued for 100 marks by the internal and external examiners based on the following criteria;

Criteria	Marks
Internship	60%
Diary	20%
Report – content and presentation	20%
Total	100%

Format of Internship Report

Page 1: Cover Page
Page 2: Certificate from the Course Coordinator
Page 3: Joining Report
Page 4: Internal Guide certificate
Page 5: Attendance certificate and performance certificate from the company
Page 6: Table of Contents with page numbers
Page 7: The detailed Project
Page 8: Acknowledgement
Page 9: List of Tables and Charts with page numbers

Chapter Scheme:

I. Profile of the Organization

Background information of the Company
Vision and Mission statement of the company
Organization structure
Present status and special achievements and awards

II. Internship Summary- Write according to the date covering the following
Points in paragraphs:

Whether worked alone or in team
In which department worked in the day
Methods of work performed during the day
Your findings and learning during the days work

III. Skills Developed ( In general)

What did you enjoy and what did you like the least
General knowledge and professional skills developed

IV. Conclusions and Recommendations:

Summary statement regarding your involvement and observation during the
internship
Some recommendations to the company for the improvement in future

Appendices: Any document or certificates to be attached

Presentation of the Internship Report:

Quality of the Paper: Executive bond paper A4 size

The Text of the contents: Times New Roman, paragraph heading and side point in font 13, explanation in font -12, line spacing - 1.5 justified, one side typing.

Chapter Heading Font Size:14, Times New Roman, Centre Aligned, 30 point above and below spacing.

No. of pages: Number of pages in the report 50 - 60.

Page Specification:

Left margin - 3.0 cms
Right margin- 2.0 cms
Top margin - 2.5 cms
Bottom margin - 2.5 cms

Page Numbers- All text pages should be numbered at the bottom centre of the pages.

Submission:

One copy of the report must be submitted in bound book to the CoE Office for valuation and
one copy must be submitted in CD in pdf format to the department for the department
purpose.

CERTIFICATES

1. FORMAT OF JOINING REPORT (in company letter head)

Sir,

Mr/Ms. .................. Reg. No......... Student of BA (JMC) Fifth Semester at IMPACT College, Patna has joined our organization as an
intern and reported to duty on ...................... (Day and date) at..........................
(Time)

Date:
Place:

Signature
Name and Designation
Seal

2. Cover page

College Address with Logo
Programme - BA(JMC)
Internship Report
Name of the Company
Name and Register Number of student
Name of the Internal Guide
Month and Year of Internship

3. Certificate from the Coordinator:

College Address with Logo
Certificate

This is to certify that Mr./Ms..............................Register No. ....................has successfully completed internship at ...................................................... (Company name and address).
This internship report is prepared after undergoing internship for the period as stipulated by the College and submitted to IMPACT College, Patna in partial fulfilment of the requirement for the award of the Degree of BA(JMC).

No part of this report has been submitted for the award of any Degree, Diploma, fellowship or other similar titles or prizes and the work has not been published in any journal or magazine.

Date:
Place:

Signature
Name and designation with Seal

4. Declaration of originality by the student

Declaration

This is to certify that this internship report has been prepared by me after undergoing
internship from ....................to ............... (Date) at ............... (Name and address of the company). This report is my original work and is being submitted for the partial fulfilment of the requirements of the award of the Degree of BA(JMC).

This report has not been submitted earlier to this College or any other Universities/Institutions for the fulfilment of the requirements of the course of the study.

Date:
Place:

Signature
Name and Register Number

5. Certificate from the Internal Guide

Name and address of the internal guide
Certificate

I hereby certify that Mr. /Ms........................ Register No.................. of BA(JMC) Fifth Semester has completed his/her internship at.................................(Name of the company and address). The internship report has been prepared by him/her under my guidance and supervision. I further certify that this internship report or part thereof has not been the basis for the award of any other Degree or Diploma or such other similar title.

Date:
Place:

Signature
Name and address of the guide

6. Format of External Supervisor’s evaluation certificate (in Company letter head)

Sir,

This is to certify that Mr/Ms. ............... Reg. No.......... Student of BA(JMC) Fifth Semester at IMPACT College, Patna has completed his/her internship in our organization. He/ She worked as an intern from.............................. to .......................... (Date).
He / She has shown keen interest and actively involved in all the tasks assigned to him/ her. He/ She discharged the responsibilities to the satisfaction of his/ her fellow workers and superiors. His/ Her conduct and character were good during the period of internship.

Date:
Place:

Seal

Signature
Name and Designation

7. Format of attendance certificate (in Company letter head)

Sir,

Attendance Certificate

This is to certify that Mr/Ms............................. Reg. No. ............student of BA(JMC) Fifth Semester at IMPACT College, Patna has worked as an intern in our organization from ............ to ................. He has been relieved from the duty on .......... ..at ......... (Time). He has availed .......... (Number) days of leave during the period of internship.

Date:
Place:
Seal

Signature
Name and Designation

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