#833, E.V.R. Periyar High Road, Arumbakkam, Chennai - 600106

Bsc Visualcommunication

ABOUT THE DEPARTMENT

The Department of Visual Communication  was started in the year 2001 with an aim of providing a platform to  learn the media industry oriented subjects, keeping in view the changing trends in the industry and educational sector. In the year 2009 the college has attained autonomous status which helped the department to introduce specialization subjects also came out with innovative papers to meet the current requirement of the industry. The department has always recorded a very high success rate. We are also proud to claim that our alumini are well placed in the film, advertising as well as animation industry. Institutional training is also a part of academics which the students undergo at the end of the second year to get exposure of the media world. The Department has been revising the syllabus regularly under the choice based system. The Department has also introduced specialization in the 4th and 5th semester.  Students every year take part in various cultural and extra curricular activities and win many prizes and bring laurels to the department and to the college.

 

The undergraduate syllabus is practically oriented to give the students the right exposure to ensure that the students are proficient in their subject.

 

The Department is proud of its state of the art equipments with green matte studios, video and audio editing suites and a full fledged computer lab with the latest soft wares required to keep to the industry expectations.

REGULATIONS

  1. Eligibility for admission:
  • Candidates for admission to the first years of Bachelor of Visual Communication course shall be required to have passed Higher Secondary examinations conducted by the Government of Tamil Nadu, or an examination accepted as equivalent thereto by the syndicate of the University of Madras, in any discipline.
  • An aptitude test will be conducted for the candidates. The candidates will be tested on their drawing ability, current affairs and media awareness.

Test duration : 2 hours

Max. Marks : 100

  • Shortlisted candidates will be called for an personal interview followed by, the final list of candidates selected for the course will be published in the website.

 

Instructions For The Aptitude Test :      

Candidates must bring the materials required for the aptitude test which include :

quarter size white chart paper , pen, pencil, colours.

 

Instructions for the Interview : 

Candidates selected for the interview will have to present themselves with their portfolio ( drawing, photography or videography works, animation or graphic design works) in front of a panel consisting of subject and industry experts.

THE STUDENTS NEED TO REGISTER FOR THE APTITUDE TEST WHILE FILLING UP THEIR APPLICATION FORM.

THE APTITUDE TEST DATE AND SCHEDULE WILL BE POSTED ON THE COLLEGE WEBSITE.

PL NOTE : Soft copy (pen drive, mobile phones etc.) photography works  or any art work is STRICTLY prohibited. Candidates will have to bring their works as HARD COPY. 

The candidates must possess a basic DSLR camera. 

Eligibility of award of Degree:

A candidate shall eligible for the award of Degree only if he or she has undergone the prescribed course for a period of not less than three academic years, passed the examinations of all Six Semesters prescribed.

  1. Course of  Study:

The main subject of study for Bachelor Degree shall consist of the following:

Part 1: Foundation course exclusive for language.

Part 2: English

Part 3: Core courses / Allied subjects I and II – Job and skill oriented entrepreneurship components.

Part 4 : Non-major Elective and Skill based subjects.

Part 5 : Extension Activities / Sports/NCC

  1. Passing Minimum:

A candidate shall be declared to have passed in each paper/practical of the main subject of study wherever prescribed, if he/she secured not less than 40% of the marks prescribed for the examination.

  1. Classification of successful candidates:

PART  I,II,III &IV

Successful candidates passing the examination and securing the marks (i) 60% and above and (ii) 50%and above but below 60% in the aggregate shall be declared to have passed the examination in the FIRST and SECOND class respectively. All other successful candidates shall be declared to have passed the examination in the THIRD class.

Candidates who passed all the examination (Part I,II,III &IV) prescribed for the courses in the FIRST APPEARANCE  ITSELF ALONE are eligible for ranking.

 

  1. QUESTION PAPER PATTERN CONSISTS OF 3 PARTS :

PART A :- 20 MARKS

PART B :- 35 MARKS

PART C :- 45 MARKS

 

Department of Visual Communication

                      For candidates admitted from the academic year 2015-2016

Curriculum Design Template of  B.Sc Visual Communication 2014– 2015
FIRST SEMESTER
    No Course

Component

Name of Course Semester Inst

Hours

Credits Exam Duration Hours Max

Marks

1 Part I Foundation Course: Language Paper I 1 4 3 3 100
2 Part I Foundation Course: English Paper I 1 4 3 3 100
3 Part II Core – Paper I Approaches to Communication 1 5 4 3 100
4 Part II Core – Paper II : Art and Aesthetics 1 5 4 3 100
5 Part II Core – Paper III Drawing – I (Practical 1) 1 5 4 3 100
6 Part III Allied-I (paper I) Graphic Design – I (Practical 2) 1 6 4 3 100
7 Part IV Non- Major Elective (Compulsory) 1 2 2               3                         100

 

8 Part V Soft Skills 1 3 2     3                          100
SECOND SEMESTER
1 Part I Foundation Course: Language Paper II 2 4 3 3 100
2 Part I Foundation Course: English Paper II 2 4 3 3 100
3 Part II Core – Paper IV Writing For Media 2 5 4 3 100
4 Part II Core –  Paper V Psychology of Media 2 5 4 3 100
5 Part II Core – Paper VI Drawing – II  (Practical 3) 2 5 4 3 100
6 Part III Allied-I (paper II) Graphic Design – II (Practical 4) 2 6 4 3 100
7 Part IV Non- Major Elective  (Compulsory) 2 2 2 3 100
8 Part V Soft Skills 2 3 2 3 100

 

Curriculum Design Template of  B.Sc Visual Communication 2014– 2015
S.No Course

Component

Name of Course Semester Inst

Hours

Credits Exam

Duration

Hours

Max

Marks

THIRD SEMESTER
1 Part I Foundation Course: Language Paper III 3 6 3 3 100
2 Part I Foundation Course: English Paper III 3 6 3 3 100
3 Part II Core – Paper VII Advertising 3 5 4 3 100
4 Part II Core – Paper VIII Digital Photography 3 5 4 3 100
5 Part III Allied-II (paper 3) Computer  Graphics I (Practical 5) 3 5 4 3 100
6 Part III Allied – II(paper 4) Photography (Practical 6) 3 5 4 3 100

 

7

 

Part IV Theory: Soft Skills (Compulsory) 3 2 2 100
FOURTH SEMESTER
1 Part I Foundation Course: Language Paper IV 4 6 3 3 100
2 Part I Foundation Course: English Paper IV 4 6 3 3 100
3 Part II Core – Paper IX Film Studies 4 5 4 3 100
4 Part II Core – Paper X  Advanced Photography 4 5 4 3 100
5 Part III Allied-II (paper 5)

Multimedia

4 5 4 3 100
6 Part III Allied II (paper 6) Digital Cinematography

(Practical 7)

4 5 4 3 100
7

 

Part IV Theory: Environmental Studies (Compulsory) 4 2 2 3 100
8 Soft Skills 2 100

 

Curriculum Design Template of  B.Sc Visual Communication 2014– 2015
Course Component Name of the Course Sem Ins. Hours Credits Exam Duration Max.

Marks

FIFTH SEMESTER
1 Part II Core – Paper XI Audio- Video  Editing 5 6 4 3 100
2 Part II Core – Paper XII  Media

Organisation

5 6 4 3 100
3 Part II Core – Paper XIII Research Methodology in Communication 5 6 4 3 100
4 Part II Core – Paper XIV Audio Visual Techniques

(Practical 8)

5 5 4 3 100
5 Part II Core-Paper XV Elective

(Practical 9)

5 5 4 3 100
6 Part II Core Paper XVI 3Ds Max and Maya

( Practical 10)

5 5 4 3 100
7 Part III Allied III – Internship 4 3 100
8 Part III Allied III – Newsletter (Practical 12) 4 3 100
9 Part IV Activity: Socially Oriented 5 During

Vacation

1 Exam in VI

Semester

SIXTH SEMESTER
1 Part II Core – Paper XVI-Media, Society and Culture 6 6 4 3 100
2 Part II Core – Paper XVII Broadcast Journalism 6 6 4 3 100
3 Part II Core – Paper XVIII Film Appreciation (Practical 13) 6 6 4 3 100
4 Part II Core – Paper XIX   Comprehensives and Portfolio  (Practical 14) 6 6 4 3 100
5 Part II Core -Paper  XX Documentary production

(Practical 15)

6 6 4 3 100
6 Part II Core – Paper XXI

Elective

(Practical 16)

6       5 4       3 100
7 Part IV Activity: Socially Oriented 6 During

Vacation

1  

——

100*

 

  1. MISSION AND GOALS

To mould students into well meaning youth of the nation. Nurturing the talents of the creative minds to suit the media industry, also being socially  responsible.

  • CONTACT DETAILS OF THE DEPARTMENT

For any clarification regarding the course you may get contact the department @ 22365105 extn. 121 and 177

FACULTY DETAILS

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G Vasanth, M.A. M.Phil., PGDCIM

With teaching experience of 21 years both undergraduate and post graduate students, heads the department. Her area of specialisation is Children and Television. Prior to making a career in teaching she was working with the industry for about 2 years. Has organised Seminars at the National and International level. She is the member Board of Studies in various city colleges under University of Madras. She has also prepared the course material for the Dept. of English, Annamalai University and Tamilnadu Open University on Journalism papers.

N C Krishnapriya, M.A.

A dedicated faculty with more than 8 years experience in the media industry has been teaching for over 10 years. Her area of interest is Advertising. She has presented and published many papers at National and International level seminars.

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V Saravana Raghavan, MVA, M.A.

Assistant Professor with a teaching Experience of over 10 years and Artistic Experience of 14 years. He has won the 2nd Prize, 9th International Miniature Print Exhibition, Center for Contemporary Printmaking, U.S.A in 2013 and in 2015, the Tamil Nadu State Award for Visual Art, Department of Art and Culture, Chennai

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C Prabhanand, M.Sc Electronic Media, M.Phil.

Assistant Professor with 10 years of experience. Independent filmmaker, specialising in Documentaries. Travel and Photography Enthusiast.

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G Aravind, M.Sc Electronic Media

Assistant professor since 2006, has pursued his career in academics after a small innings in the media industry. He has produced University Rank holders in his subject. A very sincere and dedicated faculty.

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Nazra Izhar ,MSc. Visual Communication
Inclined towards creative writing and writing for media hence started her career at Doordarshan Ranchi Kendra actively writing script for talk shows as well as drafting news. Also worked as a host for various shows and handled news reporting. Worked as a teaching faculty for media studies at Gateway International school Padur, along with being the Editor of the campus journal for the Gateway group of schools called the “Gateway Gazette”. To pursue her passion for teaching she is now with us for the past two years.

TECHNICAL FACULTY

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D Sivamani, B.A., DFT, Editor

Holds to his credit 17 years of industry experiencen Video Editing. Moved to the teaching profession to share his expertise with the students and is here for the past 15 years.

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G Vijayan, B.A., DFT

Holds to his credit 17 years of industry experience in Cinematography. He has worked in Doordarshan before he ventured into teaching profession to share his expertise with the students and is here for the past 15 years

Parthasarathy

He has to his credit a work experience in the Animation industry for more than 15 years. He is proficient in 2 D and 3 D animation, Maya, After Effects etc. He also has been teaching for the past 5 years..

P Ganesan, B.A.

A Still photographer with more than 10 years industry experience. Specialised in ad photography. He has been an instructor for the past 15 years.

L Thanigaivelan, BBA, CPT

A Cinematography instructor with industry and teaching experience of about 14 years.

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Sujith A. Panicker, B.Sc. DFT.

After his graduation in physics from Loyola college, Chennai, took to his passion- photography. He went on to complete his diploma in cinematography from Film and Television Institute of Tamilnadu. After a brief stint in advertising where he had done corporate videos, training films, documentaries, he was the assistant director for an English feature film – FRAMED.With his rich experience in the media, he joined as an Executive producer in the tamil television channel – Puthiya Thalaimurai. In the course of his journey, he has been teaching and mentoring students what he loves most- PHOTOGRAPHY.

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G Magesh, BCA, PGD in Computer Technology
Proficient in Computer Graphics as well as photography. Prior to working in this institution he has more than 2 years experience in C.S.C, has worked in Aptech Computer Education as Faculty Head and he was with Medisearch Pharmaceuticals Limited as Computer Operator Cum Admin Asst.
.I YearI Semester:Core Major I: Approaches to CommunicationUnit-1

Need for and the importance of human and visual communication, communication as expression, skill and process, understanding communication: SMRC- Model. Non-verbal communication

Unit-2

Interpersonal communication: theories and Models, Group communication: theories and Models. Decision making process, leadership, and team work communication patters in group context. Public communication: theories and models, Ideation and Creative Thinking-Lateral Thinking.

 

Unit-3
Communication as a process: Message, Meaning, Connotation, Denotation Culture/ Codes etc. Levels of Communication: Technical, Semantic and pragmatic. The Semiotic landscape: language and visual communication, narrative representation.

Unit – 4

Fundamentals of Design: Definition, Centrality of Design, Elements/Elements of Design: Line Shape Space Color, Texture, Form Etc. Principles of design: Symmetry, Rhythm, Contrast, Balance Mass/ Scale etc.

Unit -5

Basics of Graphic Design : Definition, Elements of GD, Design process-research, a source of concept, the process of developing idea-verbal, visual, combination & thematic, visual thinking, associative techniques, materials, tools (precision instruments etc.) design execution, and presentation.

References

  1. Lester, E (200) Visual Communications: images with Messages. Thomson
  2. Learning Schildgen, T (1998). Pocket Guide to color with digital applications.

Thomson Learning pictures this: Media Representation of Visual Arts and artists.

University of Luton press

  1. Palmer, Frederic: Visual Elements of Art and Design, 1989, Longman Porter,
  2. Tom and Goodman, Sue: Manual of Graphic technique2: for Architects,
  3. Graphic Designers, and Artist, 1982, Astragal Book. London
  4. Palmer.F: Visual Awareness (Batsford, 1972)
  5. Wood, Julia T: communication Mosaics: An Introduction to the Field of communication,
  6. Wadsworth
  7. Joseph Divetto, Human Communication: A Course Book

Core Major Paper II – Art and Aesthetics

 

Unit 1 

General principles of Indian art: art and beauty, Principles of image making, Concepts of Rasa, Dhvani, Alankara. Visual and performing art, Visible and invisible aspects of art, Compositional aspects of art.

Unit 2

Art history, Art criticism and Aesthetics, Formalism ( Wolfflin, Reigl), Iconology ( Gombrich and Panofsky), Visual Perception ( Rudolf Arnheim )and New Art History ( Bryson, Hal Foster )

Unit 3

Art and aesthetics of the West : Plato, Aristotle and others, Aesthetic categories: Beauty, tragic, comic, sublime, Tamil aesthetics: Agam, Puram, Thinai, Manifestations of modern art movement, Theory of Avante- Garde, Concepts : Semiotics, Structuralism, Post- modernism.

Unit 4

European Art, Pre historic Art, Greek, Roman, Gothic, Renaissance, Romanticism, Realism, Impressionism, Post-Impressionism, Symbolism, Fauvism, Cubism, Expressionism and abstract trends.

Unit 5

Futurism, Dadaism, Surrealism, OP, Pop, Minimal, and art in post modern period,  Happening, Installation.

Key Texts :

  1. Gardner Helen, {2012 } Art through the Ages, A Global History, Volume land II, Wadsworth Publishing.
  2. Robert Stecker, { 2012 }Aesthetics and the Philosophy of Art , An introduction

(   Elements of Philosophy ), Rowman & little field Publishers

  1. Yuri Borev, {1985 ), Aesthetics, Progress Publications, Moscow.

Books for reference :

  1. Arnold Haner (1982), Social History of Art, Routledge and Kegen Paul, London
  2. Ernst Fischer ( 1963 ). The necessiaty of Art, Penguin Books, UK
  3. An Approach to Indian Art ( 1974 ), Nihranjan ray, publishing, Bureau, Punjab University
  4. Complications, Aesthetics, Publications Division, Government of Indian (1990)

Core Major III: Drawing-I
Practical

Marks 100

The drawing record should contain exercises completed by each student on every practical class during the first semester with proper dates and signature of concerned lecture. It should contain a content page of exercises competed by individual students.

The following exercises are compulsory. Each exercise should have at least 5 drawings {Roughs also should be submitted along with the final drawings.}. All exercises must be in pencil and pen (black)

  1. GEOMETRIC SHAPES – (Overlapping geometric shapes)
  2. NATURE STUDY –  (Leaves, flowers, birds and animals)
  3. PATTERNS AND SURFACE TEXTURES
  4. STILL LIFE ( Light and shade)
  5. PERSPECTIVE
  6. OVERLAPPING OBJECTS

Allied 1: Paper I – Graphic Design-I:

Practical

Marks 100

(Hand Drawing- Lined, Sketches)

Record 1 should contain handwork done by students on elements of design. There should be minimum of THREE exercises for each topic outlined below for Record 1(A miniature rough sketch is made before each exercise and all the work must be done in pen & ink only. At the end of every month three forth of the Internal Mark is assigned on the assessment of the student’s progress)

 

1: LINES OF DIFFERENT THICKNESS

2: CURVES OF DIFFERENT FORMS

3: SHAPES OF DIFFERENT FORMS

4: FREE HAND DESIGN

5: STUDY OF MACHINERY

6: TYPOGRAPHY STUDY

7: PATTERNS CREATION

8: BRAND NAME CREATION

Non-Major Elective

1:  Indian Mythology and Arts

Objective:

To study various arts references in Indian Mythology

Unit 1: Contributions of Ramayan to India Art.

Unit 2: Contributions of Mahabharatha to Indian Art.

Unit 3: Silappu Adikaram and its contributions

Unit 4 : Ponniyin Selvan : A Visual Analysis

 

Reference Books :

  1. Ramayan – R K Narayan
  2. Mahabharath – R K Narayan
  3. Silapathigaram – Story of the anklet – K Naa. Subramaniyam
  4. Ponniyin Selvan – By Kalki
  5. Roland Barthes – Mythologies
  6. Story of Art – E H Gomrich

2: Folk Forms of South India

Unit 1: Folk Songs of south India

Unit 2: Folk Dances of south India

Unit 3: Martial Arts of south India.

Unit 4: Puppetry as a folk form

Unit 5: Performance of any one folk form

References:

  1. Kumar, Keval [1999] Mass Communication in India. Mumbai, Jaico.
  2. Vatsyayan, Kapila [1980] Traditional Indian Theatre – Multiple Streams. National Book Trust,

Delhi.

3: Stalwarts in Indian Cinema

A study of the contributions of :

  1. Satyajit Ray
  2. Guru Dutt
  3. Adoor Goplakrishnan
  4. Govind Nihalani
  5. Shyam Benegal
  6. Mrinal Sen
  7. Girish Kasaravalli
  8. Mahendran

 

4: Media Laws

Unit 1:

Fundamental Rights and Directive Principles and State Policy

Unit 2:

Indian Penal Code – Media and Broadcasting Laws

Unit 3 :

Copy Right Laws and Plagiarism

Unit 4:

Right to Information  Act.

References:

  1. Natrajan. B, History of Press in India

Semester II

Core Major IV : WRITING FOR MEDIA

Unit 1: Introduction To Script And Style

Script writing as a creative enterprise-Creative thinking-Creativity process-Stages in craft of script writing- Basic story idea, narrative synopsis outline, scene breakdown and full-fledged script

Unit 2: Screen Writing : Beginning- Middle-End-Conflict-Development-Climax and denouement- story, storyline, plot and treatment-Principles of suspense and surprise. Storyboards

Unit 3: Writing for Advertising : Copy Writing, Slogan, Press Release, Headlines, Captions

Unit 4: Writing for Audio-Visual medium : Different formats : feature, interview, radio

Jockeying & video jockeying and presentation skills.

 

Unit 5: Writing for Features & Documentary : Different formats : News reel, News features,

documentary.

KEY TEXTS

  1. Howard, David and Edward Mabley(1995) The tools of screenwriting, New York,St.Martin’s Griffin
  2. Miller,William (1998) Screen Writing for narrative film and television, London,Columbus Books.
  3. Wright, Kate (2004) Screenwriting is Storytelling, NewYork,The Brekeley Publishing Group.

 

REFERENCES

 

  1. Rajanayagam,S.(2002) Kanavu Thirai [‘Dream Screen’](Thamizh),Chennai, Illidam
  2. Benigni,Roberto and Vincenzo Cerami (1998)Life is Beautiful- A Screenplay, New York, Miramax Books.

 

 

Core Major V : PSYCHOLOGY OF MEDIA

UNIT 1

            Schools Of Psychology: Gestalt school of psychology-Behavioural school of psychology-Psycho analysis-Stimulus response psychology

UNIT 2

            Perception And Awareness : Principles of visual and other sensory perceptions. Characteristics of senses-Visual senses-Auditory senses-Other senses

 

UNIT 3

Color Psychology :  Theory (some aspects) Definition, Optical/Visual illusions Etc. Hue, Saturation, Cool Colours, Warm Colours etc.

 UNIT 4

 Social Behaviour : Social psychology-perception of others, interpersonal attraction, stereotypes-Application of psychological concepts related to visual communication. Audience psychology, Mob Behaviour.

UNIT 5

             Media Psychology : Relation between media and human, consumer psychology, community psychology. Psychological impact  of social media.

 

Reference :

      1.Parameswaran E.G., Beena .C. An Invitation to Psychology

  1. Hilgard R. Earnest,Atkinson C.Richard , Atkinson L. Rita-Introduction to Psychology,

Oxford & IBH Publishing Co.Pvt.Ltd.,1976

  1. Robert A Baron, Psychology, Eastern Economy Edition, 5th edition 2001.
  2. Girishbala Mohanty , A Text Book of General Psychology, Kalyani Publishers, 1986.

 Core Major- VI –  Drawing- II

Practical

Max. Mark 100

The drawing record should contain exercises completed by each student on every practical class during the first semester with proper dates and signature of concerned lecture. It should contain a content page of exercises competed by individual students.

The following exercises are compulsory. All exercises must be in pencil and in different medium- charcoal, watercolor, pastels, oil paints. Each exercise should have at least 5 drawings. {Roughs also should be submitted along with the final drawings.}

  1. FORMS
  • Human – Eyes, Hand, Ears, Nose and Mouth
  • Human – Portrait and Full figure
  • Animals and Birds
  1. LANDSCAPES
  • Out door study in different mediums(Charcoal, Water colour, Oil pastels, Glass marking pencil on Black board and different colour boards)
  1. MONUMENTS IN DIFFERENT MEDIUMS
  2. ENVIRONMENTAL EXPOSURE
  • Bus Stops
  • Railway station
  • Parks and
  • Market place

 

  1. Collage
  2. Concept Art
  3. Creative Painting

 

 

Allied 1: Paper II – Graphic Design- II

Practical

Max. Mark 100

Record should contain at least THREE exercises each with written briefs, scribbles and final artwork). Cutting and pasting work for advertisement must be done with design elements (logos, illustration, lettering etc.) created by the students themselves (Cutting and

Pasting from magazine or any other Secondary Sources Will not is allowed).

 

Three topics are given, select any two topic, out of two one can be existing.

 

Topics are as follows:

 

  1. Company – [Goods production unit/manufacturer]
  2. Event Organization – [eg; Government, Social, Educational, Political, Cultural, Sports and health]
  3. Service Firm – [transport, hospital, hotel, bank & others]

 

UNIT 1: Creating Company Name and Brand Name

UNIT 2: Creating monogram and logo design

UNIT 3: Visiting Cards

UNIT 4: Letter head

UNIT 5: Tint Preparation

UNIT 6: Print Advertisements

UNIT 7: Brochure

UNIT 8: Danglers

UNIT 9: Posters

 

NON-MAJOR  ELECTIVE  

1 : Mural Painting  (Practical)

Unit – I

Methods and Materials and types of mural paintings.

Unit – II

Traditional paintings of South India.

Unit – III

Traditional paintings of North  India.

Unit – IV

Comtemporary Mural painting

Unit – V

Imitating the original Art mix ( Mosaic, terracotta, tile etc.)

 

2: Ethnographic Studies

Unit I: Introduction and practices of ethnic groups

Unit II: Folk lore and music of ethnic groups

Unit III: Norms, Mores and Taboos with respect to the geographic and social environment.

 

Unit IV : Way of life and challenges of ethnic groups.

 

Unit V: A case Study of the tribes in Nilgiris.

References:

Marion Lundy Robbert, ethnographic Research: Theory and Application for Modern schools and Societies; Prager

Meenakshi Thapan, Life at school: An ethnographic study, Oxford Press

 

3 : History of South Indian Art

Objective: To introduce students to major milestones in the history of South Indian art and architecture.

Unit I: Pallava period (Mamallapuram)

Unit II: Chola period (Brihadishwara temple, Thanjavur)

Unit III: Pandiya period (Great temple, Chidambaram)

Unit IV: Vijayanagar period (Hampi)

Unit V: Nayaka period (Ranganathaswami temple, Srirangam)

Reference:

Tomory, Edith. A History of Fine Arts in India and the West. Orient Longman.

Dubreuil, Jouveau. Dravidian Architecture. Bharat Bharati

 

4: Great Artists

Students are expected to be familiar with the following:

–           Brief biography of each artist

–           At least five major works of each artist

–           Unique contribution of each artist to the field of art

 

Artists to be studied:

(1) Leonardo da Vinci, (2) Michelangelo, (3) Rembrandt, (4) Gustave Doré,

(5) Vincent van Gogh, (6) Paolo Picasso, (7) Raja Ravivarma, (8) D P Roy Chawdry,

(9) K C S Panikar, (10) M F Hussein.

Reference:

Tomory, Edith. A History of Fine Arts in India and the West. Orient Longman.

Raman, A.S. The Southern Accent. TN Ovia Nunkalai Kuzhu.

II  YEAR

Semester III

CORE PAPER – VII  – ADVERTISING

Unit 1

Definition, Nature & Scope of advertising, Roles of Advertising; Societal, Communication, Marketing & Economic. Functions of advertising.Based on target audience, geographic area, Media & Purpose.  Corporate and Promotional Advertising.  Web Advertising.

Unit 2

Environment, Components -Advertiser, Advertising agency & Media. Consumer behavior. Latest trends in advertising –(India and abroad). Ad Agency –Structure of small, medium & big agencies, functions. Types of agencies – in-house, Independent, Full-service & Specialized. Legal aspects & ethical issues.

Unit 3

Brand Management – Positioning, brand personality, brand image, brand equity.  Case studies.

Unit 4

Conceptualization and Ideation, Translation of ideas into campaigns,   Visualization

Designing & Layout, Copy writing – Types of headlines, body copy base lines, slogans, logos, & trademarks. Typography, Writing styles, Scripting.

 

Unit 5

Story board. Advertising campaign—from conception to execution. Need for research in advertising. Audience Analysis.

 

References

Sandage, Fryburger and Rotzoll (1996) Advertising Theory and Practice. AAITBS Publishers

Stansfied, Richard: Advertising Managers Handbook. UBBSPD Publications. Third Edition

Advertising Handbook: A Reference Annual on Press TV , Radio and Outdoor Advertising. Different Years ATLANTIS Publications

Mohan: Advertising Management: Concepts and Cases. Tata McGraw- Hill

Jewler, E (1998):Creative Strategy in Advertising. Thomson Learning

Ramano F (1997). Delmar’s dictionary of  Digital Printing and Publishing

Creative Excellence

Cutting Edge Advertising

CORE PAPER – VIII   Digital Photography

Unit 1

Human  Eye and Camera. Basics of Camera (aperture, shutter speed, focal length, f-stop, depth of field etc.,)   Camera operations. Types of Camera. Types of Lenses.

Visual Perception.Evolution of  Cameras. Film and Digital Formats.

Experiencing  equipment – different types of cameras, lenses, filters, bellows, converters etc.

Unit 2

Understanding lighting-indoor and outdoor, Types of lighting, Natural and Artificial Lights, Controlling lights, Filters, Flashes. Designing with light.

Unit 3

Exposing and Focusing, Exposure Meters, ISO, Color Temperatures, white balance, Grey card, Pixels. Subjects- Close ups, Buildings and Architecture, Animals, Flowers, Portraits, Models, Sports and Action.

Unit 4

Photo editing, Post Production – Cropping, size, Contrast, colors, Digital Photo Formats – RAW,JPEG,GIFF, Layers, Mask, Compositing, Curves. Printing – Papers, Sizes, Web formats. Backups & Storage.

Unit 5

Some basic Principles. Aesthetics. Basics of photo-journalism, Photo-features, Photo – essays, Writing captions, Visual story telling. Photography for advertising-Consumer and industrial. Planning a shoot-studio, location, set props and casting.

References:

  1. Davies Harcourt, Paul(2005) Photographer’s practical book
  2. Adams,Ansel, The print.
  3. Evening,Martin, Photoshop CS for photographers

 

ALLIED – II Paper 3 –  Computer Graphics I

 

(Practical – 5)

Marks : 100

Software’s Covered :

  1. Adobe Illustrator
  2. Adobe Photoshop
  3. Adobe Lightroom
  4. Adobe In design
  5. Web Publishing Tool, FrontPage or Dream Weaver and MM Flash

HTML  and XML Programming

  1.  Macromedia Director

 

Projects :

Using Adobe Photoshop

  1. Logo, Visiting Card, Letter Head & Envelope Design for a Commercial organization, Service Industry & Government Organization
  2. Poster & Boucher for a Commercial organization
  3. Leaflet Design & Label package Design for a Service Industry
  4. Homepage web layouts for a Commercial & Service Organization
  5. Promotional Ad Banners & Hoarding for a Government organization

Using Adobe In design

  1. Create a challan leaf, Cheque Leaf, Bill Book for a Service Industry
  2. Newsletter for a government organization.

Using Adobe Light room

  1. Create a Black & White Photograph Conversion
  2. Create a Effects for the photographs

Using Adobe Illustrator

  1. Create a cartoon Character
  2. Create a Joke Concept
  3. Create a Greeting Card, Menu card, Magazine Cover, Book Cover, DVD Cover, DVD Label,

ALLIED II – Paper 4- Photography

(Practical 6)

Marks : 100

 

Photography record should contain at least 15 black and white and 15 colour photographs. Each exercise should include all the necessary details (colour, exposure time, lens type etc.). Final practical examination will test students knowledge on photography (either as a viva or written exam or practical work on fundamentals of photography). Following themes should be covered (minimum)

Exercises
  1. Landscape (scenic, people, birds/animals, monuments)
  2. Portraits
  3. Photo feature, Photo language
  4. Environmental exposure
  5. Silhouette
  6. Freezing movement
  7. Panorama
  8. HDR
  9. Indoor photography
  10. Industrial photography
  11. Special effects

Semester IV

CORE MAJOR IX – ADVANCED PHOTOGRAPHY

UNIT 1: PROFESSIONAL PHOTOGRAPHY

Professional photography-Branches of professional photography-Advertising photography-Scope of advertising photography-Advertising photography as a career

UNIT 2: EQUIPMENT AND TECHNIQUES

Cameras and lenses-Getting exposure right-Choosing lenses-Standard lens-Wide angle lenses-Telephoto lenses-Tele Zooms-Fish eye lens and fast lens

UNIT 3: COMPOSITION

Rules-Picture with the impact-The focal point-Center of interest-Perspective and view point

UNIT 4: CREATIVITY IN AD PHOTOGRAPHY

Shapes and form-Pattern and outline-Movement-Zone system-Using simple filters-Cropping

 

UNIT 5: UNDERSTANDING LIGHT

Understanding and handling light-Adapting day light-Direct light-Diffused light-Reflected light-Controlling and measuring light

PRACTICALS 

  1. Product with different light settings
  2. Product with model portfolio shoot
  3. Product alone with the model
  4. Outdoor shooting
  5. Symbolic advertising photography

 

References

 

  1. Dave Saunders (1988), Professional advertising photography, Mere Hurst Press, London

 

  1. 2. Jack Newbart (1989) Industrial photography, Am Photo, Watson Guptill  Publication,      NewYork
  2. Davies Harcourt, Paul (2005) Photographer’s practical book,David &Charles

CORE PAPER – X   Film Studies

 

Unit 1

The concept of form in films , principles of film, narrative form, non-narrative form, dividing a film into parts and Genres . Style as a formal system, narrative unity, ambiguity, a non-classical approach to narrative films, space and time, disunity, form, style and ideology. Trends in Film medium – from analogue to digital mode.

Unit 2

Mise-en-scene-Realism, the power of mise-en-scene, aspects of mise-en-scene, space and time, narrative functions of mise-en-scene. Cinematographer properties- the photographic image, framing, duration of the image, montage and long take.

Unit 3

Indian (Hindi, Tamil & other languages), Film form and film History: Early Cinema (1893-1903).  Development of Classical Hollywood cinema (1903-1927).  German expressionism (1919-1924).  French Impressionism and Surrealism (1917-1930). Soviet Montage (1924-1930).  The Classical Hollywood Cinema after the coming of sound. Italian neo-realism (1942-1951).  The French New wave (1959-1964). Japanese cinema.  Cinema in the third world. Contemporary trends.

Unit 4

Lighting and Sound – natural and artificial lighting, dramatic effect and special effect lighting; three point, high key and low-key lighting. Basics of Sound recording, microphones, sound manipulation, audio recording, usage of mics- dynamic, condenser, ribbon, unidirectional, etc. Audio recording, mono, stereo, surround sound, eco, etc., sound in editing, categories of sound, post synchronization, voice over, narration, background music and dubbing

Unit 5

Economics of film : Finance, Budgeting, Marketing, Distribution and Exhibition Planning, pre-production. Film Censorship. Censor Board. Ethics in Cinema

References

Thoraval, Yves(2000) The  Cinema of India(1896-2000)

Roberge, Gaston: the Subject of Cinema

Roberge, Gaston (1977): Films for an ecology of Mind

Halliwell;: The Filmgoers Companion 6th Edition

Arora: Encyclopedia of Indian Cinema

Baskar, Theodor: Eye of the Serpent

ALLIED II – Paper 5 – Multimedia

(Practical 7)

Marks 100

Multimedia: Authoring Tools: Macro-Media Director.

Web publishing: Web Publishing Tool, FrontPage or Dream Weaver and MM Flash

HTML  and XML Programming

Creation of the Home Page of a Web Site with proper links

Creation of a dynamic web page using appropriate web development tool (e.g. Dream Weaver) for three different concepts.

Each student to provide individual CD-ROMs with all the exercises done during the year with proper dates. Students should be given adequate orientation on Web design and usability concepts

Each student to provide individual CD-ROMs with all the exercises done during the year with proper dates.

Note :

  1. The web pages should contain objects created by the students only. No objects/ elements downloaded from the Internet should be used. If static images are to be included, then the student is expected to create her/his own images using appropriate software like PhotoShop.
  2. A minimum of Five exercises should be carried out on each theme outlined above
  3. At least FIVE complete web sites for different categories of products or organizations must be created for the record
  4. All exercises should be accompanied by “paper-page” and “paper-design” in record form along with the original fine containing the exercises.
  5. The above mentioned are the minimum requirement for external examination.

 

References

  1. Powell, Thomas . Web Design(2000). The Complete Reference. Tata McCraw-Hill
  2. Arora, Deva Yashwant Singh. Multimedia 98: Shaping the Future
  3. Grahm, L (1999) The principles of Interactive Design. Thomson Learning
  4. Xavier: World Wide Web with HTML. Tata McGraw- Hill
  5. Hillman, D (1998). Multimedia Learning and Applications
  6. Vaughan (1999) Multimedia: Making it work
  7. Peck D (1998). Multi-media: A hands on introduction. Thomson Learning

Allied II – Paper 5 – Digital Cinematography

 

(Practicals 8)

Marks 100

 

Exercises:

 

News Story

Music Video ( The choice of the song will be the students’s : full video presentation has to be original)

Re-create a Scene

III YEAR

V SEMESTER

CORE PAPER XI  – Audio Video Editing

Unit 1 :

Fundamentals of Editing. Editing Functions – Combine. Condense, Correct and Build. Types of Editing – Online, Offline, Linear, Non-Linear– logging the footage, digitizing, virtual edit, on-line and off-line editing, video compression – graphics- special effects, Title motion

Assembly and Instantaneous.  Broadcast Standards and Audio Video Formats. Editing Systems.

Unit 2:

Introduction to Sound. Psychophysics of sound. Spatial and Binaural hearing.  Principles of Sound – Frequency, Noise, Timbre, Velocity, Reverberation, Echo. Audio Basics – Digetic and Non Digetic sound and Functions of Sound. Sound Isolation. Surround Formats.  Streaming Audio.
Unit 3:

Acoustics and Studio design.  Audio Equipments – Microphones, Mixers and Consoles. Analog and Digital Recording. Sound Design. Sound Production – Studio and Live Recording,  Sound Editing, Dubbing, Audio  Editing Software applications and effects.

Unit 4:

Audio Visual Aesthetics. Principles of Continuity – Mental maps, vectors, on-off screen positions. Montages – Metric, Rhythmic, Tonal, Over tonal and Intellectual. Editing Techniques. Functions of Sound in relation to picture and  Music Mixing Principles.
Unit 5:

Editing Process – Capturing, Assembling, Transitions, Effects, Plug-ins,  Color Correction, Chromo-key, AV Sync and Conversions. Titling. Integrating graphics and Animation. Editing procedure- raw material, rushes, assembly, the rough cut, fine cut, dubbing, master negative cut, check-board assembly, optical, answer print release print, tape transfer. Generation loss, super impositions and special effects, voice-over. Nonlinear editing

References:

Zettl, Herbert, Video Basics, Wadsworth, Thompson Learning, 2011

Don Atkinson,” The Sound Production Handbook”, Focal Press, 2002.

David Miles Huber and Robert E Runstein ,”  Modern Recording Techniques”, Focal Press, 2010.

Robert, M. Goodman, Patrick McGrath, Editing Digital Video: The Complete Creative and Technical Guide

David Reese and Lynne Gross,” Audio Production Worksheet”, Focal Press, 2009

Core Paper XII :  Media Organisation

Unit 1:

Media Organization and Design: Some Conceptual Issues. Media as Business and Social Institution. Media entrepreneurship, Greiner’s Development Model of a company.

Unit 2:

Behavior in media Organization and Organizational Behavior. Nature and Structure of different Media Organizations—AIR/DD, Private Satellite Channels, Production Houses, employment opportunities in Indian Media industry, Group Behavior, Innovation and Creativity, Culture of organization.

Unit 3:

Economics of Media—Relationship between supplier and buyer, Leisure time activity, Cost Factors, Revenue Models, Market Factors, State of the Industry today.

Unit 4:

Project Management in Media–Production Project Cycle (PPC), Management themes in production Process, Project Planning, Production Strategies, PPC in Practice—Initiation (Ideas, Evaluation and Assessment), Risk and Impact Assessment, Pre-production, Production Team, Project Specification, Project work plan, Sources of Funds, Budgeting (tools etc.) Project Responsibility, Production Process (status Report, Assessment, Negotiation, Completion, Follow-up.

Unit 5:

Programming Strategies, Audience Rating—Analyzing Programming and Audience Trends Marketing Programs and  selling space and time. Different kinds of contracts and legal arrangements, Project Management.

References :

  1. Block et al. Managing in the Media. Focal Press, 2001
  2. Peter K. Pringle, Michael F.Starr, William E. McCavitt (1991) Electronic Media Management, Focal Press, London
  3. 3. John R. Rossiter& Larry Percy (1987) Advertising and Promotion Management,Mcgraw Hill, New York
  4. Barry G. Sherman(1987) Telecommunications and management –the broadcast and cable Industries , Mc Graw Hill,1987
  5. Richard Gates (1992) Production management for film and video, Focal Press, London

CORE PAPER XIII –  RESEARCH METHODOLOGY IN COMMUNICATION

UNIT 1: NATURE OF SOCIAL RESEARCH

Meaning and definition of research -Criteria of good research – Objectives of social research  – Deductive and inductive method -Objectivity in social research -Difficulties of social research- Classifications of research

UNIT 2: LEVELS OF RESEARCH PROJECTS AND PROBLEM SELECTION

Problem awareness, selection and formulation -Selecting a topic for research -Types of research problems, in social science -Sources of research problem – Review of literature -Formulating and stating the problem

UNIT 3: CONCEPT, THEORY AND HYPOTHESIS

Concepts -Theory -Functions of theory -Definition of hypothesis -Types of hypothesis Criteria of hypothesis -Difficulties in formulation of hypothesis

UNIT 4: RESEARCH DESIGN AND SAMPLE DESIGN

Meaning of research design -Important concepts relating to research design -Major steps in formulating a research design -Factors affecting research design -Meaning of sample -Principles of sampling -Methods of sampling -Criteria for a sample

UNIT 5: SCHEDULES, INTERVIEWS AND PROCESSING OF DATA

Schedules -Questionnaires -Meaning and forms of questionnaire . Interview -Types of interview – Observation – Types of Observation .Content analysis. Writing a research report.

References :

 

  1. Saravanavel, P,Research Methodology
  2. Hansen. Andresse A.L.,Mass Communication Research Methods
  3. Dr. Mereado ,Communication Research Methods
  4. Pamela L. Alreck , Robert B. Settle ,The Survey Research Handbook.
  5. Kothari , C.R., Research Methodology – Methods and Techniques, 2nd Edition, Newage

International Pvt. Ltd.

CORE PAPER XIV – AUDIO-VISUAL TECHNIQUES

PRACTICAL 9

MAX. MARKS 100

 

This paper will let the students bring their theortical knowledge into practice by way of making the following :

 

  1. Short Film on any Social issue (max. 5-7 minutes duration)
  2. An ad film – ( max. duration 30 seconds)

 

CORE PAPER XV – ELECTIVE

 

PRACTICAL 10

MAX. MARKS 100

 

The students are expected to specialize in any one of the following electives and present a record :

  1. Ad photography
  1. Portfolio
  2. Catalog
  3. Photo Journalism on a single topic

 

  1. Radio Programme ( max. of 5 minutes)

 

  1. Novel Film Adaptation

The students have to pick a novel and write the screenplay and make a short

film from the adapted chapter.

CORE  PAPER XVI  – 3Ds MAX AND MAYA

 

PRACTICAL 11

MAX. MARKS 100

 

Software’s Covered :

  1. Autodesk 3D Studio Max
  2. Autodesk Maya

 

Projects :

Using Autodesk 3D Studio Max & Autodesk Maya

  1. Create a walkthrough of a building, ( Interior & exterior ) for one minute.

2.Create a Title Animation with credits for a short film

3.Create a Movie toon Animation

4.Create a Character Model for a game design & Animate using Bones

  1. Create a Inner organ Model

6.Create a Electronic Gadget

7.Create a Furniture Model

8.Create a Stage Model for a Reality show

9.Create  a Auditorium / Playgrounds.

10.Create a Low Poly set models

 

ALLIED III  – PAPER 7 – INTERNSHIP

PRACTICAL 12

MAX MARKS 100

 

The students have to undergo an internship in any media organization and present a report. Viva will be conducted.

 

ALLIED III  – PAPER 8 – NEWSLETTER

PRACTICAL 13

MAX MARKS 100

 

The students have to bring out a newsletter for their  assessment.

SEMESTER VI

CORE PAPER XVII – MEDIA, CULTURE AND SOCIETY

Unit 1:

Why study media? Understanding mass media. Characteristics of mass media. Effects of mass media on individual, society and culture – basic issues. Power of mass media. Media in Indian society. Definition, nature and scope. Function of mass media.

Unit 2:

Media Audience analysis (mass, segmentation, product, social uses). Audience making. Active Vs Passive audience: Some theories of audience – Uses and Gratification, Uses and Effects, etc.

Unit 3:

Media as text. Approaches to media analysis – Marxist, Semiotics, Sociology, Psychoanalysis. Media and realism (class, gender, race, age, minorities, children, etc.)

Unit 4 :

Media as consciousness Industry. Social construction of reality by media. Rhetoric of the image, narrative, etc. Media myths (representation, stereotypes, etc.) — Cultural Studies approach to media, audience as textual determinant, audience as readers, audience positioning, establishing critical autonomy

Unit  5 :

Media and Popular culture — commodities, culture and sub-culture, popular texts, popular discrimination, politics and popular culture, popular culture Vs people’s culture, celebrity industry- personality as brand name, hero-worship, etc. Acquisition and transformation of popular culture

References

Silverstone, Rogers   (1999).  Why Study Media? Sage Publications

Potter, James W (1998).  Media Literacy. Sage Publications

Grossberg, Lawrence et al (1998). Media-Making: Mass Media in a Popular Culture. Sage Publications

Evans, Lewis  and hall, Staurt  (2000). Visual Culture: The Reader. Sage Publications

Berger, Asa Authur (1998). Media Analysis Techniques.  Sage Publications

CORE PAPER XVIII – BROADCAST JOURNALISM

Unit 1:

Basics of Journalism, Journalists and Law, Legal Rights and Responsibility of Journalists, News Values, Kinds of News Reporting, Reporting Skills, News agencies.

Unit 2:

Getting the Story, collection of facts, Selection of news. News story structure and Components, Different types of News – Emergencies, Politics, Crime, Local and National Government, Planning and Development, Conflict and Controversy, Industry, Health, Human Interest, Personalities, Sports, Seasonal News special, Local Interest, Weather and Traffic.

Unit 3:

Writing for Broadcast Journalism – Radio and Television, Electronic News Gathering (ENG) – Production features, Style and Language, Microphone and Camera Techniques, Elements of News editing, Live Reporting and Presentation skills. News casting.

Unit 4:

News manipulation, sensationalism and ethics,  Regulations and Press freedom. Basic Studio structure; studio sets and equipments, OB van and its accessories, Television Broadcasting System – Terrestrial transmission, Satellite Transmission; cable television; CAS (Conditional Access System), Set Top Box, DTH, IPTV, etc,. Different genre in Studio production – Interview, Educational Shows, Drama, PSA, Game Shows etc. Anchor,  News Reader. Grammar of Out-door Production – Location, ENG (Electronic News Gathering), Montage, Documentary production etc.

Unit 5:

Citizen Journalism, Narrative Journalism, Investigative Journalism, Duties of reporters and stringers, pressure on press, journalistic issues- bias, accuracy and fairness.

References:

  1. S. Sharma, “Journalism for students”, Mohit Publications, New Delhi-110 002, 2008.
  2. R. Sharma, “Elements of Modern Journalism”, S.S. Publication, Delhi, 1999.
  3. Andrew Boyd, “Broadcast Journalism: Techniques of Radio and TV News”. Focal Press, Oxford, 1997.

CORE PAPER XIX – CRITICAL ANALYSIS AND FILM APPRECIATION

Practical 13

Max. Marks 100

Objective : Films will be screened for the students and they have to critically analyse the film and  identify the film ideology , film movement, film form. They have to write reviews and submit a report.

CORE PAPER XX – COMPREHENSIVES AND PORTFOLIO

 

Practical 14

Max. Marks 100

The objective of comprehensives is to provide an opportunity to students to prepare essays based on the topics studied from the first semester till fifth semester. The study is entirely library based. Students may browse the internet and substantiate their articles with materials downloaded from the net.

The student will enter the media industry with an evaluated portfolio.
CORE PAPER XXI –  DOCUMENTARY PRODUCTION

Practical 15

Max.  Marks 100

 

The students will have to make a documentary or docu-feature for a maximum of 7 minutes. Viva voce will be conducted

CORE PAPER XXII – ELECTIVE

Practical 16

Max . Marks 100

The students are expected to specialize in any one of the following electives and present a record :

  1. News Production
  2. Ad Photography

– Product Photography

– Fashion Photography

– Event Photography

 

  1. After Effects

Projects : Using Adobe After effects

 

  • Create a Scroll Title Effects for a serial / TV Show / a film
  • Shoot a 30 sec / a minute AD film and add effects
  • Create a Green Matte shoot and add 3D elements as reality