There is one written paper of two hours duration carrying 100 marks and Internal Assessment of 100 marks. The paper consists of two Sections, A and B. Section A consists of compulsory short answer questions covering the entire syllabus. Section B consists of questions which require detailed answers. There is a choice of questions.
(i) Understanding Communication
Definition of Communication.
(ii) Evolution of Human Communication
A brief understanding of the following with examples: Petroglyphs, Pictograms, Ideograms, Writing, Audio-visual, Digital, Internet based communication systems.
(iii) Elements of Communication
A brief understanding of the following with examples: Sender, Message, Medium, Receiver, Feedback.
(iv) Process of Communication
A brief understanding of Encoding and Decoding.
(v) Functions of Communication
A brief understanding of how Communication helps to Inform, Educate, Entertain and Integrate.
(vi) Forms of Communication
A brief understanding of Verbal (Oral and Written) and Non – Verbal, Formal and Informal communication with examples.
2. Mass Media
(i) Definition of Mass Media
(ii) Time line
A brief understanding of the evolution of mass media from the invention of the Printing Press to Newspapers, Gramophones, Cinema, Radio, Camera (pin hole to digital), Television, Internet and New Media.
(iii) Types of Mass Media
A brief understanding of the features and functions of: print media, radio, television, cinema, internet
3. Print Media
(i) A brief history of Print Media
(ii) Types of Print Media
A brief understanding of the features and functions of: Newspapers, Magazines, Books, Journals, Leaflets, Brochures, Flyers & Posters.
(iii) Types of Newspapers
Types of newspapers based on:
- Frequency: Dailies, Weeklies, Annuals, Divided – Annuals.
- Geographical Distribution: Local, Regional, National and International.
- Versions: Print, Online, e-paper.
- Size: Broadsheet, Berliner, Tabloid.
Meaning, differences and examples of each of the above.
4. Radio as a Medium
(i) History of Radio
A brief understanding of the milestones in Radio Broadcasting; Radio Broadcasting in India – AIR.
(ii) Characteristics of Radio
A brief understanding of the characteristics of radio such as: audio medium, wireless medium, inexpensive, simple to use, wide reach, mobility, and live medium.
(iii) Radio Broadcasting
Radio Equipment: Transmitter and receiver; Radio frequency: AM (Amplitude Modulation) & FM (Frequency Modulation); Satellite Radio: definition and impact.
(iv) Types of Radio Broadcasting
A brief understanding of Public, Private and Community radio broadcasting.
(v) Online and Amateur Radio (HAM Radio).
Definition and impact.
5. Introduction to Advertising
(ii) Functions of Advertising
Building brand image; creating consumer awareness and demand; increase in sales; promotion of competition in the market; maximising of profits: a brief understanding of each.
(iii) Models of Advertising
A basic understanding of: AIDA (Attention Interest Desire and Action) and DAGMAR (Defining Advertising Goals for Measured Advertising Results).
(iv) Principles of Advertising
A brief understanding of: creativity, research, consistency, Duration and Frequency of Campaign, Simplicity, Ethical, Unique Selling Point.
(i) A brief history of the Internet.
(ii) Internet, Intranet and world wide web (www).
Meaning and distinction.
(iii) Internet utilities
A brief understanding, with examples, of the following: Web Browsing, Electronic Mail, Online Broadcasting, Social networking, Gaming, Blogging, File Transfer protocols (FTP), Online banking, E-commerce, Video conferencing and Digital marketing.