B.A. Journalism & Mass Communication
Overview
The School of Media, Mahindra University offers a 3-year B.A. in Journalism & Mass Communication.
The program recognizes digital technology as an inevitable and integral part of mediated communication today and in time to come. With the application of digital technology, the media and related industries have been experiencing unprecedented growth. The introduction of mediated communication for the public at large has meant that this growth has become a mass movement among “media prosumers”—consumers who are also producers of media texts. Since everyone equipped with a smartphone is a potential media prosumer, the practice of superior mediated communication defines its contours.
This exciting time also presents several challenges. The ever-evolving field of mass communication now, more than ever before, needs an all-round understanding of technology and sociology, between message and its construction. This convergence of information, entertainment, opinion, promotion and distribution presents an exciting new cornucopia of activities bundled together.
There is also convergence in another way. In addition to a steady demand for professionals in the more conventional roles in news, entertainment, and the allied areas of advertising and public relations, there is an increasing demand for digital journalists, content creators and digital marketing professionals. Legacy media platforms are investing heavily on the digital side of their businesses. Other industries, too, are investing in creating or recasting media rooms in digitized forms, from which internal and external communication and corporate storytelling occurs. The ability to understand, delineate and control each of these activities distinguishes the media and communication professional from a prosumer.
To that end, the program integrates all that is needed in this new and evolving ecosystem to deliver academically sound, research-oriented, practically trained graduates. You will gain exposure to cutting-edge developments, both in technology and techniques of creating content and its delivery for the functions of news, entertainment, PR, advertising, corporate communication, and digital platforms. Chief among these are digital filmmaking, still and moving camera, editing tools, ChatGPT and basics of AI, data communication, storytelling, news writing, writing for advertising, designing advertisements, writing for the screen, on-screen presentation such as news anchoring, social media marketing, content management, media management, digital media marketing, web design and modelling, and digital entrepreneurship.
Besides these functional areas, students will learn several subjects that strengthen a deeper and wider understanding of the world and the development of an independent worldview through critical thought. Important examples are media and information literacy, research in journalism, media and communication studies, media economics, media law and the Indian Constitution, literature, civic engagement, multiculturalism, etc. Especially important today is an emphasis on ethical professionalism, and there is a special emphasis in our programme on that aspect.
We will adopt a funnel-like approach to students’ learning. In the first year (first two semesters), you will learn broader and more general aspects. In the second year (third and fourth semesters), you will learn skills and many core subjects. In the third year (fifth and sixth semesters), you will learn specialized competencies and integrate what you have learnt to showcase a well-rounded understanding.
Your learning will be multi-pronged in classrooms, studios and laboratories, in industry, and in society. Internships and projects will be mandatory components. Over the years, you will have plenty of perspective that will allow you to choose which industry you would like to join and what set of functions you may be most interested in. However, the special feature of tomorrow’s media professionals is that they must be multi-skilled with a broad understanding of both content and delivery systems.
You are not expected to come in already equipped with skills. The merit on the basis of which you will join is determined on your aptitude, interest, and availability. This is a serious-minded program aimed to develop conscientious, competent, and cutting-edge communicators who will go on to define their industry’s direction and magnitude. To accomplish that challenging goal, the program is rigorous in nature.
Programme
Specific goals
Strands of specialization
The plan for a typical BJMC student at Mahindra University’s School of Media takes a funnel-like path from skills to competency, from routinization to meaning-making. Students begin with an emphasis on hands-on experience. Over the semesters, we aim to situate these practical experiences in both conceptual and real-world frameworks. A layered approach of foundation to skill to Specialization and hence to advanced inquiry drives this journey. Having thus traversed the part-instructional, part-constructivist, part-experiential journey of a well-guided learner, he/she finally culminates it by synthesising the conceptual and practical knowledge into an individually discovered application.
All courses in Semesters 1, 2 and 3 are oriented towards building general professional, social and citizen skills and special, pre-requisite competencies demanded of a media student regardless of the student’s intent of emphasis. A course entails classroom and/or laboratory input, and may commonly include fieldwork, guest interactions, demonstrations and workshops, and open discussions. Over Semester 2, under advisement, students choose their strand (emphasis area). In consultation with individual faculty members, a student may agree to choose to start preparing for their emphasis area in their submissions and projects, although this is not necessary.
Courses will start to wedge out into strands beginning in Semester 4, when specialized courses are offered. Following that semester, the student heads out for an industry internship. Over semesters 4, 5 and 6, core and specialized courses are offered. Some of these specialized courses may cross-refer and may be offered jointly across the strands; in those cases, we will ensure that there is equal emphasis on content from each of the strands.
Semesters 5 and 6 aim to embed the student in his/her emphasis and direction of choice. This is the narrow part of the funnel pattern where the application of knowledge is applied at internships, live projects, and making independent media products. By this stage, the student will have been sufficiently guided and advised towards this choice by a mentorship-like process, in which the student is attached to a faculty member who then evaluates the necessary combination of aptitude, attitude, inclination, and availability. At the end of this stage, the student is expected to be able to exit the School and enter a new phase with competence and confidence—whether it is a workplace, self-owned business, entrepreneurship, or higher studies.
We offer three broad options for the student. These emphasis areas will be chosen only after the first two semesters, once we have successfully laid a solid overarching foundation and applied a wide-ranging primer. Storytelling remains the chord that runs through all the specializations, in that the student emerges as a storyteller regardless of which specialization they choose.
The strands offered in BJMC are:
- Journalism across media
- Media production
- Communication management
In journalism, the emphasis is to prepare the student in news and related forms across media., including print, digital, television, and independent (social media or blog) formats.
In media production, the student will develop competencies to produce audiovisual and digital products. These could be long- or short-form content, from ad films to documentaries.
In communication management, the learning principally entails promotional messaging including that in brand communication, public relations, reputation communication, events, digital content and marketing strategy.
The Hons (4th) year
Meritorious students of the 3-year BJMC may be considered for our Honours programme, in which the student studies for a fourth year and graduates with a BA (Hons) in Journalism and Mass Communication. The fourth (Honours) year bolsters the student’s capability for research and independent work; adds a global dimension to our degree programme; complies with new national guidelines (NEP 2020) that encourage four-year degrees.
The BJMC (Hons) would begin with a rigorous and intensive semester of courses that prepare them comfortably for postgraduate study, but also strengthen their professional choices in fields where research and independent work is valuable, such as media and communication research and analysis, brand planning and strategy, media planning and strategy, and so forth.
Quantitative, qualitative, critical, ethnographic, and mixed research methods will be taught, along with theoretical constructs related to mediated communication. Typically, in the case of our fields, this is a triangulation of subjects within humanities and social sciences. We may guide the student to include emerging technological innovations in the independent work in general, if, and as far as possible. However, we would particularly encourage critical thought and criticality in general.
We would also open our doors to entrepreneurial ventures that an Honours student might be interested to pursue. In that case, we would approach our Incubation Centre for help by following their due processes for guidance and funding.
Curricula (list of courses)
Semester 1 | Semester 2 |
---|---|
JM1101 Learning to Learn | JM1201: History of Media |
JM1102 Photography | JM1202: Visual Communication and Graphic Design |
JM1103: Introduction to Media and Communication | JM1203: Introduction to Advertising, PR, Communication Management |
JM1104: Literature, Art, Storytelling | JM1204: Fundamentals of Writing and Editing |
JM1105: News Analysis I | JM1205: News Analysis II |
JM1106: Data Communication and Basic Software | JM1206: Media Technologies |
JM1107: Professional Communication | JM1108: Media, Gender, Human Rights |
JM1209: Media Production I | |
JM1298: Know your industry I | |
JM1299: Social sensitization internship or Guided project |
Semester 1 |
---|
JM1101 Learning to Learn |
JM1102 Photography |
JM1103: Introduction to Media and Communication |
JM1104: Literature, Art, Storytelling |
JM1105: News Analysis I |
JM1106: Data Communication and Basic Software |
JM1107: Professional Communication |
JM1108: Media, Gender, Human Rights |
Semester 2 |
---|
JM1201: History of Media |
JM1202: Visual Communication and Graphic Design |
JM1203: Introduction to Advertising, PR, Communication Management |
JM1204: Fundamentals of Writing and Editing |
JM1205: News Analysis II |
JM1206: Media Technologies |
JM1207: Professional Ethics in Media |
JM1208: The Indian Constitution |
JM1209: Media Production I |
JM1298: Know your industry I |
JM1299: Social sensitization internship or Guided project |
Semester 3 |
---|
JM2101: Knowing India: Economy, Society, Culture and Politics |
JM2102: Video Editing and Packaging |
JM2103: Marketing Communication |
JM2105: News Analysis III |
JM2106: Publishing Technology: Print, Digital, Web |
JM2107: Media Consumer Behaviour |
JM2109: Media Production II |
JM2198: Know your industry II |
Semester 4 |
---|
JM2203: Communication Research |
JM2204: Social Media |
JM2205: News Analysis IV |
JM2208: Environmental Studies |
JM2211: Reporting Across Media |
JM2212: Writing and Editing News and Features |
JM2221: Television Production |
JM2222: Film Appreciation |
JM2231: Digital Marketing |
JM2232: Integrated Marketing Communication |
JM2299: Industry Internship |
JM2298: Capstone Project |
Semester 5 |
---|
JM3107: Business and Organization of media |
JM3108: Media Law and Ethics |
JM3111: Specialized Journalism: Business |
JM3112: Specialized Journalism: Sports |
JM3113: Specialized Journalism: Health, Science, Environment, Technology |
JM3114: Specialized Journalism: Politics, Geopolitics |
JM3117: News Studio Systems (Production) |
JM3116: News Anchoring |
JM3117: News Pipeline Project I |
JM3121: Film Marketing |
JM3122: Exploring Indian and World Cinema |
JM3123: Studio Systems (Production) |
JM3124: Advanced Audiovisual Technology |
JM3127: Production Pipeline I |
JM3131: Film Marketing |
JM3132: Creative Strategy |
JM3133: Writing for Communication Management |
JM3134: Corporate Communication |
JM3137: Internal Communication Pipeline I |
Semester 6 |
---|
JM3212: Development Communication and Long-Form Journalism |
JM3213: Photojournalism |
JM3214: Copy Editing |
JM3215: Independent Journalism |
JM3216: Writing for emerging media technology |
JM3217: News Pipeline II |
JM3222: Development Communication and Documentary |
JM3223: Ad Film and Corporate Film Making |
JM3224: Storytelling Through Modelling and Animation |
JM3226: Writing for emerging media technology |
JM3227: Production Pipeline Project II |
JM3232: Account and Media Planning |
JM3233: Ad Film, Corporate Film Making |
JM3234: Functions of PR |
JM3235: Experiential Marketing, Planning, and Management |
JM3236: Writing for emerging media technology |
JM3237: Internal Communication Pipeline II |
Semester 7 (Honours) |
---|
Research Methodology |
Media Entrepreneurship |
Advanced Media Theories |
Advanced Storytelling Techniques |
Media and Brand Management Techniques |
Research Proposal Writing Workshops |
Special topics (independent study) |
Semester 8 (Honours) |
---|
Research/Project |
Core Courses
Print Media | Radio | Television | Advertising | Theories of Mass Communication |
---|---|---|---|---|
Photography | Film Making | Event Management | Public Relations | Media law / Media Ethics |
Business of Media | Social Media | Digital Content Management | Multimedia | Mobile Media |
---|---|---|---|---|
Native Advertising | Data Journalism |
Minor Projects
SEM I | SEM II | SEM III | SEM IV | SEM V | SEM VI |
---|---|---|---|---|---|
Campus paper | Individual Blogs/ Student website | TV News Bulletin | RTI Queries based reports | Choice of Media | Graduation Project – Dissertation |
Internships
General Awareness
Pedagogic Philosophy
The School of Media’s objectives student-centric. Broadly, the following three testable markers will define the School’s pursuit:
Thus, competency-building becomes the fulcrum of the interface between the student and the institution. These are elements not only for a student in the commitment to their role and exercise of responsible agency, but also for the institution in its commitment to the student. This means that competency should not be defined in narrow curricular or practical success terms, but as the development of a personality that is professionally, critically, and ethically superior—thinking problem-solving researchers and professionals who can rethink paradigms and not become cookie-cutter bench-warmers.
To bolster that goal, the School’s approach will be multi-pronged in the sense that the student must be prepared both in and out of classrooms. Some forms this would take would bridge traditionally disparate paradigms:
Course Plan
First Semester | ||||
---|---|---|---|---|
Course Title | Lecture (L) Hours per week | Tutorial (T) Hours per week | Practical (P) Hours per week | Total Credits |
News Writing | 02 | 00 | 04 | 04 |
Editing and Design | 02 | 00 | 04 | 04 |
Digital Photography | 01 | 00 | 06 | 04 |
Business of Media | 03 | 00 | 00 | 03 |
Minor Project (Campus Paper) | 00 | 01 | 06 | 04 |
Total | 08 | 01 | 20 | 19 |
Second Semester | ||||
---|---|---|---|---|
Course Title | Lecture (L) Hours per week | Tutorial (T) Hours per week | Practical (P) Hours per week | Total Credits |
Digital Content Management | 02 | 00 | 04 | 04 |
Social Media | 02 | 00 | 04 | 04 |
Basics of Advertising | 03 | 00 | 02 | 04 |
Native Advertising | 02 | 00 | 00 | 02 |
Environmental Studies | 02 | 00 | 00 | 04 |
Minor Project (Blogs/Web Reports) | 00 | 00 | 08 | 04 |
Total | 11 | 00 | 18 | 20 |
Third Semester | ||||
---|---|---|---|---|
Course Title | Lecture (L) Hours per week | Tutorial (T) Hours per week | Practical (P) Hours per week | Total Credits |
Internship | – | – | – | 06 |
Radio Theory | 02 | 00 | 00 | 02 |
Radio Practical | 00 | 00 | 06 | 03 |
Television Journalism | 01 | 00 | 04 | 03 |
Television Production | 00 | 00 | 06 | 03 |
Public Relations | 02 | 00 | 02 | 03 |
Minor Project (Television) | 00 | 01 | 06 | 04 |
Total | 05 | 01 | 24 | 26 |
Fourth Semester | ||||
---|---|---|---|---|
Course Title | Lecture (L) Hours per week | Tutorial (T) Hours per week | Practical (P) Hours per week | Total Credits |
Digital Film Making | 01 | 00 | 06 | 04 |
Data Journalism | 01 | 00 | 04 | 03 |
Event Management | 02 | 00 | 02 | 03 |
Corporate Communication | 02 | 00 | 02 | 03 |
Brand Management and Media Planning | 03 | 00 | 00 | 03 |
Minor Project (RTI Queries) | 00 | 01 | 06 | 04 |
Total | 09 | 01 | 20 | 21 |
Fifth Semester | ||||
---|---|---|---|---|
Course Title | Lecture (L) Hours per week | Tutorial (T) Hours per week | Practical (P) Hours per week | Total Credits |
Internship | – | – | – | 06 |
Theories of Mass Communication | 03 | 00 | 00 | 03 |
Mobile Media | 01 | 00 | 06 | 04 |
Business Journalism | 01 | 00 | 04 | 03 |
Social Media Marketing | 02 | 00 | 02 | 03 |
Media Ethics | 03 | 00 | 00 | 03 |
Minor Project | 00 | 01 | 06 | 04 |
Total | 10 | 01 | 18 | 26 |
Sixth Semester | ||||
---|---|---|---|---|
Course Title | Lecture (L) Hours per week | Tutorial (T) Hours per week | Practical (P) Hours per week | Total Credits |
Media Law | 03 | 00 | 00 | 03 |
Multimedia | 00 | 00 | 06 | 03 |
Sports Journalism | 01 | 00 | 04 | 03 |
Web Analytics | 01 | 00 | 02 | 02 |
Event Planning & Evaluation | 02 | 00 | 02 | 03 |
Graduation Project | 00 | 01 | 08 | 08 |
Total | 07 | 01 | 22 | 22 |
Credit Distribution
Semester |
Core Courses | Internships | Projects | Env. Course |
Total |
---|---|---|---|---|---|
I | 15 | – | 04 | – | 19 |
II | 14 | – | 04 | 02 | 20 |
III | 16 | 06 | 04 | – | 26 |
IV | 17 | – | 04 | – | 21 |
V | 16 | 06 | 04 | – | 26 |
VI | 14 | – | 08 | – | 22 |
Credits | 92 | 12 | 28 | 02 | 134 |
Theory Vs Practical Hours
SEM I | SEM II | SEM III | SEM IV | SEM V | SEM | Total Hours | |
---|---|---|---|---|---|---|---|
Classroom Lectures | 08 | 11 | 05 | 09 | 10 | 07 | 50 |
Practical Work | 20 | 18 | 24 | 20 | 18 | 22 | 122 |