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Media and Communication Skills

By Prof. M. Shuaib Mohamed Haneef   |   Pondicherry University (A Central University)
Learners enrolled: 256
Media and Communication Skills is designed to introduce learners to the fundamentals of communication and the various forms of mass media that shape today’s information landscape. Through engaging video lectures and interactive activities, students will gain an understanding of key concepts in mass communication, with focused modules on print, broadcast, and digital media. The course aims to train students on advertising with emphasis on creative strategies, visualisation and copywriting for advertisements and commercials. In addition, learners will receive lectures on writing for print media, including how to craft compelling editorials and feature stories, along with techniques for conducting interviews and developing scripts for radio and television productions including news.

Course Objectives
At the end of this course, students will be able to:
1. Define the fundamentals of mass communication and its various forms
2. Examine the impact of globalization on mass media and the flow of information.
3. Write and edit news stories for print, broadcast and digital media
4. Develop scripts for radio and TV programmes
5. Describe the characteristics of advertising and its functions
6. To gain knowledge
Summary
Course Status : Upcoming
Course Type : Elective
Language for course content : English
Duration : 15 weeks
Category :
  • English
Credit Points : 5
Level : Undergraduate
Start Date : 13 Jan 2026
End Date : 30 Apr 2026
Enrollment Ends : 28 Feb 2026
Exam Date :
Translation Languages : English
NCrF Level   : 4.5

Page Visits



Course layout

Week 1 
Meanings and Concepts of  a) Media and b) Communication 
Types, Characteristics and Purpose of Communication 
Basic theories of Communication 
Communication and Culture 

Week 2 
Mass media in India: A brief overview
Media Globalization: Definitions and Theories
Media ownership in India
International news agencies

Week 3
Media and cultural imperialism
Media in the era of digital globalization
E-commerce in India after Globalization
Platform-based economy in the Indian context

Week 4
Writing for print: Basic journalistic principles
News values and journalistic responsibilities
Gathering accurate and incredible information: Finding news and sources
Beats: Pitching ideas for stories
Week 5
Preparing for speeches, rallies and planned events
Reporting and writing spot news
Structure of editorials and opinion pieces
Writing for online media

Week 6 
Evolution of radio news
Storytelling for radio 
Writing for spoken word 

Week 7 
Effective interviewing skills and field reporting
Technical skills required for producing broadcast and podcast quality content
Live broadcasting and newsroom management 

Week 8
Television news landscape in India
Television news writing and script development
Reporting and on-camera presentation

Week 9
Visual storytelling
Television newsroom management and broadcast production
Ethical dilemmas and editorial decision making

Week 10
Origin and importance of advertising
The role of advertising and promotion
Understanding Consumers: Market and consumer segmentation

Week 11
Branding and brand marketing
Integrated Marketing communication
Advertising Theories and Models- AIDA Model, DAGMAR Model, Hierarchy of Effects, Maslow’s Hierarchy of Needs

Week 12
Types of Advertising: Print, Radio, TV, Digital, Outdoor and Ambient
Creative planning and development: Creative Process and Message strategy
Creative brief and the copywriter’s role: Ad strategy, copy and design

Week 13
Rational and emotional appeals in advertisements
Media planning and strategy
Social, ethical and regulatory aspects of advertising

Week 14
Ad campaigns: Case studies
Lev Manovich: What is New Media?
Characteristics of digital media

Week 15
Social Media and AI
Creating and curating content for social media blogging platforms
Fact checking measures to tackle misinformation

Books and references

Baran, S. J., & Davis, D. K. (1994). Mass Communication Theory: Foundations, ferment and future.

Felton, G. (2021). Advertising: Concept and copy (3rd ed.). W. W. Norton & Company.

Flew, T., & Waisbord, S. (2015). The ongoing significance of national media systems in the context of media globalisation. Media, Culture & Society, 37(4), 620-636.

Ghosh, S. (1998). Modern history of Indian press. In Cosmo Publications eBooks. http://ci.nii.ac.jp/ncid/BA4166723X

Itule, B. D., & Anderson, D. A. (2006). News writing and reporting for today’s media. McGraw-Hill Humanities, Social Sciences & World Languages.

Lister, M., Dovey, J., Giddings, S., Grant, I. H., & Kelly, K. (2003). New Media: a critical introduction. http://maturski.weebly.com/uploads/3/8/8/4/388442/mum_-_new_media_a_critical_introduction.pdf

McLeish, R., & Link, J. (2015). Radio production. Focal Press.

Schroeder, A. (2005). Writing and producing television news: From newsroom to air. Wiley.

Stein, M. L., & Paterno, S. (1998). The newswriter’s handbook: An Introduction to Journalism. Iowa State Press.

Sundaram, R. (2013). No Limits: Media Studies from India. http://ci.nii.ac.jp/ncid/BB14714990

Suggested Readings
Ahuja B.N. (2009). Theory and practice of journalism. New Delhi: Surjeet Publications.

Kohli-Khandekar, V. (2013). The Indian media business. SAGE Publications Pvt. Limited.

Musburger, R. B. (2007). An Introduction to writing for Electronic Media: Scriptwriting Essentials across the genres. https://www.goodreads.com/work/editions/2589336-an-introduction-to-writing-for-electronic-media-scriptwriting-essential

Natarajan, J. (1955). History of Indian Journalism. Publications Division Ministry of Information & Broadcasting.

Pavlik, J. V. (2008). Media in the digital age. Choice Reviews Online, 46(02), 46–0715. https://doi.org/10.5860/choice.46-071510

Rodgers, S., & Thorson, E. (Eds.). (2017). Digital Advertising: Theory and Research. Routledge, Taylor & Francis Group.

Sutherland, M. (2021). Advertising and the mind of the consumer: What Works, What Doesn’t and Why. Routledge.

Films:
Orlowski, J. (2020). The Social Dilemma

Thomas, R., & Ghosh S. (2021) Writing with Fire

Instructor bio

Prof. M. Shuaib Mohamed Haneef

Pondicherry University (A Central University)
M. Shuaib Mohamed Haneef, Ph.D., is a Professor at the Department of Electronic Media and Mass Communication, Pondicherry University, Puducherry (India). Formerly, he worked with a news daily as well as with IT industries in the e-learning domain. He has more than 20 years of teaching experience and has published research works in international journals. His areas of interest include digital cultures, affect studies, algorithmic and platform cultures, new materialist inquiry and digital journalism. He has been awarded an ICSSR research project to study how blind people and people with low vision engage with films.

Course certificate

1. End-Term Examination:

                  a. Weightage: 70% of the final result
                  b. Minimum Passing Criteria: 40%

2. Internal Assessment:

                  a. Weightage: 30% of the final result
                  b. Minimum Passing Criteria: 40%

Calculation of IA Marks:

                    Out of all graded weekly assessments/assignments, the top 50% of assignments shall be considered for the calculation of the final Internal Assessment marks. All students who obtain 40% marks in the internal assessment and 40% marks in the end-term proctored exam separately will be eligible for the SWAYAM Credit Certificate.

                    End-term Assessment shall be conducted by the National Testing Agency (NTA).
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