HEC Mass Communication

CURRICULUM
OF
MASS COMMUNICATION
BS/MS/MPHIL
(Revised 2013)
HIGHER EDUCATION COMMISSION

ISLAMABAD
CURRICULUM DIVISION, HEC
Prof. Dr. Mukhtar Ahmed Executive Director

Mr. Fida Hussain Director General (Acad)
Mr. Rizwan Shoukat Deputy Director (Curr)
Mr. Abid Wahab Assistant Director (Curr)
Mr. Riaz-ul-Haque Assistant Director (Curr)
2
CONTENTS
1. Introduction ............................................................................ ...6

2. Standardized format/scheme of studies .......................................10
3. Layout ...........................................................................................11
4. Introduction of Mass Communication ...........................................19
5. Pakistan Studies ............................................................................30
6. Advertising and Publics Relation ...................................................65
7. Annexure-A....................................................................................88
3
PREFACE
The curriculum, with varying definitions, is said to be a plan of the

teaching-learning process that students of an academic programme are
required to undergo. It includes objectives & learning outcomes, course
contents, scheme of studies, teaching methodologies and methods of
assessment of learning. Since knowledge in all disciplines and fields is
expanding at a fast pace and new disciplines are also emerging; it is
imperative that curricula be developed and revised accordingly.
University Grants Commission (UGC) was designated as the competent

authority to develop, review and revise curricula beyond Class-XII vide
Section 3, Sub-Section 2 (ii), Act of Parliament No. X of 1976 titled
Supervision of Curricula and Textbooks and Maintenance of
Standard of Education. With the repeal of UGC Act, the same function
was assigned to the Higher Education Commission (HEC) under its
Ordinance of 2002, Section 10, Sub-Section 1 (v).
In compliance with the above provisions, the Curriculum Division of HEC

undertakes the revision of curricula after every three years through
respective National Curriculum Revision Committees (NCRCs) which
consist of eminent professors and researchers of relevant fields from
public and private sector universities, R&D organizations, councils,
industry and civil society by seeking nominations from their
organizations.
In order to impart quality education which is at par with international

standards, HEC NCRCs have developed unified templates as guidelines
for the development and revision of curricula in the disciplines of Basic
Sciences, Applied Sciences, Social Sciences, Agriculture and
Engineering in 2007 and 2009.
It is hoped that this curriculum document, prepared by the respective

NCRCs, would serve the purpose of meeting our national, social and
economic needs, and it would also provide the level of competency
specified in Pakistan Qualification Framework to make it compatible with
international educational standards. The curriculum is also placed on the
website of HEC (www.hec.gov.pk).
(Fida Hussain)
Director General (Academics)
4
CURRICULUM DEVELOPMENT PROCESS
STAGE-I STAGE-II STAGE-III STAGE-IV
CURRI. UNDER CURRI. IN DRAFT FINAL STAGE FOLLOW UP STUDY

CONSIDERATION STAGE
COLLECTION OF APPRAISAL OF 1ST PREP. OF FINAL QUESTIONNAIRE

REC DRAFT BY EXP. OF CURRI.
COL./UNIV
CONS. OF CRC. FINALIZATION OF INCORPORATION OF COMMENTS

DRAFT BY CRC REC. OF V.C.C.
PREP. OF DRAFT BY APPROVAL OF PRINTING OF REVIEW

CRC CURRI. BY V.C.C. CURRI.
Abbreviations Used: IMPLE. OF CURRI. BACK TO STAGE-I
CRC. Curriculum Revision Committee

VCC. Vice Chancellors Committee
EXP. Experts
COL. Colleges
UNI. Universities
PREP. Preparation ORIENTATION
REC. Recommendations COURSES
5
MINUTES OF THE FINAL MEETING
OF NCRC IN THE DISCIPLINE OF MASS
COMMUNICATION HELD ON MARCH 4-6, 2013
AT HEC REGIONAL CENTRE, LAHORE
The Final Meeting of National Curriculum Revision Committee in
the discipline of Mass Communication was held on March 4-6, 2013 at
Higher Education Commission, Regional Centre, Lahore. The objective
of the meeting was to finalize the curriculum of Mass Communication
reviewed in the Preliminary Meeting of NCRC held on October 8-10,
2012 at HEC Regional Centre, Karachi. Following Members attended
the meeting:
Dr. Mughees Uddin Sheikh, Convener
Professor & Dean
School of Media and communication Studies
University of Central Punjab
1-Khayaban-e-Jinnah Road,
Johar Town, Lahore
Dr. Muhammad Ashraf Khan, Secretary
Associate Professor and Chairman,
Department of Communication Studies,
BZU, Multan.
Dr. Masrur Alam Khan, Member
Professor,
Department of Mass Communication,
NUST Business School, NUST, Islamabad.
Prof. Dr. Muhammad Nawaz, Member
Chairman,
Department of Communication Studies, University
of Sargodha, Sargodha.
Dr. Ghulam Shabir, Member
Professor and Chairman,
Department of Media Studies,
The Islamia University of Bahawalpur.
Dr. Farish Ullah Yousafzai, Member

Centre for Media & Communication Studies,
University of Gujrat, Gujrat.
Dr. Mahmood Ghaznavi, Member
Professor,
University of Karachi, Karachi.
6
Dr. Tauseef Ahmed Khan, Member
Chairman,
Department of Mass Communication, FUUAST,
Karachi.
Dr. Muhammad Khalid, Member
Department of Media and Communication, UMT,
Lahore.
Dr. Mian Ahmad Hanan, Member
Professor and Chairperson,
Department of Mass Communications,
Forman Christian College, Lahore.
Mr. Tahir Javed Malik, Member
Head of Department,
Department of Media Sciences,
University of South Asia, Lahore.
Dr. Muhammad Wasim Akbar, Member
Associate Professor and Chairman,
Gomal University, D.I. Khan
Syed Inam ur Rahman, Member
Assistant Professor,
Department of Media & Communication, IIU,
Islamabad.
Dr. Anjum Zia, Member
Associate Professor,
Lahore College for Women University, Lhr.
Dr. Bashir Memon, Member
University of Sindh, Jamshoro.
Dr. Taimur-ul-Hassan, Member
Associate Professor,
Department of Media & Mass Comm.,
Beaconhouse National University, Lahore.
Dr. Bushra Hameedur Rahman, Member
Institute of Communications Studies,
University of Punjab, Lahore.
Mr. Ahmed Ali Memon, Member
Lecturer,
Shah Abdul Latif University, Khairpur.
7
Mr. Muhammad Atif Shahzad, Member
Lecturer,
NUML, Islamabad.
Mr. Tariq Mehmood, Member
Lecturer,
Department of Social Sciences,
BUITEMS, Quetta.
Mr. Rashid Khan, Member
Lecturer/Head of BS Media and Communication,
UMT, Lahore
Mr. M. Ali Rana, Member
Lecturer/Station Manager,
Media Studies, FJWU, Rawalpindi.
Mr. Sohail Riaz Raja, Member
Head of Mass Communication Department, The
Superior College, Lahore.
Following Members could not attend the meeting due to other

engagements:
Prof. Dr. Muhammad Anwar Hassan,

Professor / Vice Chancellor,
Preston University, Kohat.
Dr. Mujahid Ali Mansoori,
Professor,
Department of Media & Communication,
UMT, Lahore.
Mr. Salman Raja,
Assistant Professor / Chairperson,
University of Balochistan, Quetta
Dr. Zahid Yousaf,
Assistant Professor / Head,
Centre for Media & Communication Studies, University of Gujrat,
Gujrat.
Dr. Najma Sadiq,
NUST Business School, NUST, Islamabad.
Ms. Ayesha Siddiqua,
Senior Lecturer,
Kinnaird College for Women, Lahore.
8
Mr. Bakht Zaman,
Lecturer/Executive Producer,
Deptt. of Journalism & Mass Communication
University of Peshawar, Peshawar.
3. The meeting started with the recitation of Holy Verses from the
Holy Quran by Mr. Farrukh Raza, Assistant Director (Curriculum), HEC,
followed by welcome address by Mr. Nazeer Hussain, Director, HEC
Regional Centre, Lahore. He briefed the aims and objectives of the
meeting with particular focus on revision and finalizing the curriculum of
Mass Communication so as to bring it in line with the international
standards keeping in view the national needs. After brief introduction of
participants, the Assistant Director (Curriculum), HEC, requested the
Convener and Secretary of NCRC viz. Dr Mughees Uddin Sheikh,
Professor & Dean, The Superior College, Lahore and Dr Muhammad
Ashraf Khan, Chairman, Department of Communication Studies, BZU,
Multan, to conduct the further proceeding of the meeting for three days.
4. The Convener and Secretary NCRC thanked the HEC for providing
an opportunity to review/finalize the curriculum of Mass Communication and
recalled the proceeding of Preliminary Meeting held at Karachi. They further
requested the participants to give their suggestions/inputs for improvement
of curriculum and opened the house for discussion. Subsequently, after a
general discussion, two Sub-committees were formed to look into the
scheme of studies and course contents for BS and MS/MPhil for an in-depth
critique and recommendations separately which were then discussed in
the general meeting.
5. After long and detailed deliberation, the Committee unanimously
approved the curriculum for BS. However, it was decided to approve the
curriculum of MPhil (Research Track) but the Committee also decided to
split Professional Track into three different tracks; Print Media Track;
Electronic Media Track and Advertising and Public Relations Track. It
was also decided to meet again to finalize the curriculum of all three
tracks in a next special meeting. In this regard, HEC will be requested to
convene a special meeting on this issue within a month.
6. The Convener and Secretary of the Committee thanked all the

Members for sparing their valuable time and quality contribution towards
finalization of the curriculum. The Committee highly admired the efforts
made by the officials of HEC as well for making excellent arrangements
to facilitate the smooth work by the Committee and their comfortable
accommodation/stay at Lahore.
7. The meeting ended with the vote of thanks to the Chair as well
as participants of the meeting.
9
STANDARDIZED FORMAT/SCHEME OF STUDIES
FOR 4-YEAR INTEGRATED
CURRICULA FOR BACHELOR DEGREE IN BASIC,
SOCIAL, NATURAL AND APPLIED SCIENCES
STRUCTURE
S.No. Categories No. of courses Credit Hours

Min Max Min Max
1. Compulsory Courses Required (No 9 25

Choice)
2. 8 24
General Courses to be chosen from
Other Departments
3. Discipline Specific Foundation Courses 10 30
4. Major Courses including research 14 42

project/Internship
5. Electives with in the major 4 12
Total 45 133
Total numbers of Credit hours 130136

1. Duration 4years
2. Semester duration 16-18weeks

3. Semesters 8
4. Course-load per Semester 15-18 Cr. hr.
5. Number of courses per semester 4-6
10
LAYOUT
Compulsory Requirements General Courses Discipline Specific
chosen from Other Foundation Courses
(the student has no choice) departments
9 Courses 8 Courses 10Courses(8Comp&2Opt)
25CreditHours 24CreditHours 30-33CreditHours
Subject Cr Hr Subject Cr Hr Subject Cr Hr
1. Functional English-I 3 1.Sociology 3 1. Introduction to 3

Mass
2. Writing & Presen- 3 2.Politcal 3 Communication
tation Skills Science
(English-II) 2. Introduction to 3
3. Social 3 Social Media
3. Communication Psychology
3 3. Functional Urdu 3
skills (English-III) 4.Economics 3
4. National & 3
4. Journalistic 5.Optional-I* 3
International
Language 3 3 Affairs
6.Optional-II*
(English and Urdu)
7.Optional-III* 3 5. Mass Media 3
5. Pakistan Studies 2
in Pakistan
2 8.Optional-IV* 3
6. Islamic Studies/Ethics 6. Introduction to
3
7.Mathematics/ Advertising &
(Calculus) 3 Public Relations
8.Statistics 3 7. Fundamentals 3
of News
9.Computer Skills 3 Reporting
for Mass 3
Communication 8. Introduction to
Broadcast
Media
9. Optional-I ** 3
10. Optional-II** 3
25 24 30
* Course from other disciplines i.e., Political Sciences,

Economics, Sociology, Physiology, General Science and
Psychology etc. Universities may follow the course details as
decided by their Board of Studies.
11
** Specialized Environmental Journalism, Gender and Media,
Regional Media, Mass Media in SAARC, Community Media,
Media and Human Rights, Health Communication, Sports
Journalism, Economic Journalism, Photo Journalism,
Contemporary World and Pakistani Media, Political
Communication (out of these subjects one can be opted).
12
Major Courses including
Elective Courses with in the major
Research Project/Internship
14 courses 4 Courses
42 Credit Hours 12 Credit Hours

Subject Cr.hr Subject Cr.hr
1. Online Journalism 3 Specialization

2. Media Seminar Sequences
3
12
3. Communication Theory-I 1. Print Media
3
12
4. Communication Theory-II 2. Electronic Media
3
12
5. Sub-Editing and Page 3. Advertising &
3
12
Designing-I Public Relations
6.Featured, Column & 12
4.Development Support
Editorial Writing 3
Communication
7. Research Methods-I 3
Note: Every specialization
8. Research Methods-II 3 sequences comprised 4
9.Development 3 courses of 03 credit hours
Communication/ each.
Development Support 3
Comm.
10.Media Ethics and Law 3
11.Journalism 3
(Specialization)
12.International 3
Communication
13.Final Project/Research
Report/Research 3
Paper
14. Internship 3
42 12
13
SEMESTERI
Sr. No. Course Title Credit Hour
1. Introduction to Mass Communication

2. Functional EnglishI
3. Islamic Studies
4. Computers Skills for Mass Communication
5. Psychology*
6. Political Science*
SEMESTERII
1. Mass Media in Pakistan

2. News Writing (English/Urdu)
3. Writing & Presentation Skills (EnglishII)
4. Pakistan Studies
5. Functional Urdu**
6. Sociology***
14
SEMESTERIII
1. Broadcast Journalism (TV & Radio)
2. Editing News/Copy Editing (English/Urdu)
3. Current Affairs
4. Communication Skills (English III)
5. Economics
6. Optional Subject(Other Disciplines) I
SEMESTERIV
1. Reporting & Editing Workshop(English/Urdu)
2. Media Ethics and Law
3. Introduction to Film & Theater Studies
4. Optional Subject (Other Disciplines)II
5. Optional Subject (Other Disciplines)- III
15
SEMESTERV
1. Introduction to Advertising and PR

2. Online journalism
3. Communication Theories-I
4. Contemporary World Media
5. Optional (Foundation)- I
SEMESTERVI
1. Feature, Column & Editorial Writing

2. Communication Theories-II
3. Foundation of Behavioral ResearchI

4. Media seminar*
5. Statistics
6. Optional Subject (Other Discipline) IV
16
SEMESTERVII
Foundation of Behavioral Research-II

Development Communication/DSC
Internship
Specialized Sequence Subject-I
Specialized Sequence Subject-II
SEMESTERVIII
1. International Communication
2. Final project/Research Report/Res. Article
3. Optional (Foundation)-II
\
4. Specialized Sequence Subject-I
5. Specialized Sequence Subject-II
17
Specialization Course Title
Print Media Advanced Reporting

Newspaper Management & Production
Broadcast (Radio, Film Theater & Society, Introduction to

Film Studies
TV), Film & Theater
Studies
Script writing for Radio & TV,
Live/Outdoor Broadcasting, Types
of Production,
Advertising & Public Advertising I

Relations
Public RelationsI
Mass Mass Communication Theories, Crisis

Communication & Management Communication,
Research International Communication,
Communication Research Methods
18
SEMESTER-01
1.1 INTRODUCTION TO MASS COMMUNICATION

Objectives:
This course is aimed at introducing the students with basic
concept of communication and mass communication. This course further
enables the students to understand the communication process and
distinguish among various mass media
Contents
Definitions, types and significance. Process of Communication:
source; message; channel; noise; destination; encoding; decoding; and
COMMUNICATION
feedback. Barriers in communication. Essentials of effective
communication.
Dimensions of mass communication: mass media, advertising,
public relations, blogging, new media etc. and Functions of mass
communication. (Information, Education, Opinion Formation, Entertainment
and Development.)
MEDIA OF MASS COMMUNICATION
Print Media: newspapers, magazines, periodicals, books, pamphlets, etc.
Broadcast media: Radio, TV, film. New Media: (Internet)On-line
journalism. Traditional/Folk-Media. Comparative study of mass media, their
components, functions and effects.
Recommended Books:
th
1. Dominick, J.R.(2006).Dynamics of Mass Communication(8 ed.)New
York. McGraw-Hill
2. Merrill, J.C., Lee, J., Friedlander, E.J., (1994). Modern Mass
nd
(2 ed). New York. Harper Collins College Publishers
3. Straubhaar, LaRose. (2002). Media Now: Communication Media
rd
Information Age (3 ed.). USA. Wadsworth
FUNCTIONAL ENGLISH-I
Objectives:
It will enable the student tolerant the basics of Functional English
Language which are essential in for spoken and written communication.
In order to enhance language skills and develop critical thinking, a
19
grammar component will serve as a remedial necessity to help overcome
their common errors English Language.
Contents:
Grammar
Parts of speech and use of articles
Sentence structure: Active and Passive Voice
Practice in unified sentence
Analysis of phrase, clause and sentence structure
Transitive and intransitive verbs
Punctuation and spelling
Vocabulary building
Comprehension:
Answers to questions on a given text
Reading Skills
Skimming, scanning, predicting and guessing
Writing Skills
Making an outline, paragraph development, writing headlines,
reports & short articles, precise writing.
Speaking Skills
Spoken English techniques
Discussion
General topics and everyday conversation (topics for
discussion to be at the discretion of the teacher keeping in view
the level of students)
Listening
To be improved by showing documentaries/films carefully selected by
subject teachers)
Translation skills
Urdu to English
Paragraph writing
Topics to be chosen at the discretion of the teacher
Note: Extensive reading is required for vocabulary building
20
Recommended Books:
1. Functional English
a) Grammar
1. English Grammar by A. J. Thomson and A. V. Martinet. 1, 2 & 3.
3rd edition. Oxford University Press. 1997. ISBN 0194313492
2. Practical English Usage by Michael Swan, Oxford Press,
Karachi.
b) Writing
1. Writing Intermediate by Marie-Christine Boutin, Suzanne Brin and
and Francoise Grellet. Oxford Supplementary Skills. Fourth
Impression 1993. ISBN 0194354057 Pages 20-27 and 35-41.
c) Reading/Comprehension
1. Reading Upper Intermediate. Brain Tomlinson and Rod Ellis.
Oxford Supplementary Skills. Third Impression 1992.
ISBN0194534022.
d) Speaking
1. Mind Your Language by British Broadcasting Corporation (Book
with CDs & Cassettes)
2. Choosing Your English by British Broadcasting Corporation
(Books with CDs & Cassettes)
3 Follow Me by British Broadcasting Corporation (Book with CDs
& Cassettes)
ISLAMIC STUDIES
Objectives:
This course is aimed at providing basic information about Islamic
Studies, to enhance understanding of the students regarding Islamic
civilization and to improve their knowledge about the Issues related to
faith and religious life.
Course Contents:
Introduction to Quranic Studies
1) Basic Concepts of Quran
2) Articles of faith
Study of Selected Text of Holy Quran
1) Verses of Surah Al-Baqra Related to Faith (Verse No-284-286)
21
2) Verses of Surah Al-Hujrat Related to Adab Al-Nabi (VerseNo-1-18)
3) Verses of Surah Al-Mumanoon Related to Characteristics of
faithful (VerseNo-1-11)
4) Verses of Surah al-Furqan Related to Social Ethics (VerseNo.63-
77)
5) Verses of Surah Al-Inam Related to Ihkam (VerseNo-152-154)
6) Verses of Surah Al-Ihzab Related to Adabal-Nabi (Verse No.6,
21, 40, 56, 57, 58.)
7) Verses of Surah Al-Hashar (18, 19, 20) Related to thinking, Day
of Judgment
8) Verses of Surah Al-Saf Related to Tafakar, Tadabar (VerseNo-
1,14)
9) Verses of Surah Al Maida (verses 32)
Seerat of Holy Prophet (SAWW)-Sources of Islamic law
Quran, Sunnah, Ijma, ijtehad
Economic System
1) Basic Concepts of Islamic Economic System
2) Means of Distribution of wealth in Islamic Economics
3) Islamic Concept of Riba
4) Islamic Ways of Trade& Commerce
Political System of Islam
1) Basic Concepts of Islamic Political System
2) Islamic Concept of Sovereignty
3) Basic Institutions of Govt.in Islam
Social System of Islam
1) Basic Concepts of Social System of Islam
2) Elements of Family
3) Ethical Values of Islam
4. Concept of Fundamental Rights in Islam.
Recommended Books:
1) Hameed ullah Muhammad, Emergence of Islam, IRI,
Islamabad
22
2) Hameed ullah Muhammad, Muslim Conduct of State
3) Hameed ullah Muhammad, Introduction to Islam
4) Mulana Muhammad Yousaf Islahi,
5) Hussain Hamid Hassan, An Introduction to the Study of Islamic
Law leaf Publication Islamabad, Pakistan.
6) Ahmad Hasan, Principles of Islamic Jurisprudence Islamic
Research Institute, International Islamic University, Islamabad
(1993)
7) Mir Wali ullah, Muslim Jurisprudence and the Quranic Law of
Crimes Islamic Book Service (1982)
8) H.S. Bhatia, Studiesin Islamic Law, Religion and Society
Deep & Deep Publications New Delhi (1989)
9) Dr. Muhammad Zia-ul-Haq,
10) Introduction to Al Sharia Al Islamia
11) Allama Iqbal Open University, Islamabad (2001).
11. COMPUTER SKILLS FOR MASS COMMUNICATION

This course is aimed at introducing the students to computer
technology and techniques with the view to acquaint them with its use in
Print and electronic Media. It focuses on the use of various software a
journalist can use while practicing journalism (print/television/radio) in
daily routine. However this course will only provide the basic introduction
of the said soft-wares as in the advance courses students will learn the
various other aspects in detail.
Course Contents:
Introduction to Computer (Hardware/Software)
Internet basics (Internet Connectivity, IP Settings, Installation of
Programs, Window Installation, Internet Securities, File formats
(for Audio & Video).
In-Page Basics (Urdu Composing and Page Making)
Adobe Page Maker basics (Creating layouts for Newspaper and
Magazines)
Adobe Photoshop basics (Basic still image/Picture editing)
Coral Draw Basics (Page and image making and designing)
23
Adobe Audition Basics (Basic Audio Editing for Radio)
Adobe Premier Basics (Basic Video Editing for
Television/Documentary/Short Film etc)
Macromedia Flash Basics (Basic creation of Flash Images, Flash
Picture Gallery and Flash Video for web and other formats)
Recommended Books:
1. Michael S. Toot.(2003).Master Visually Office.
2. Laurie Ulrich, Laurie Ulrich.(2003).How to do everything with
Microsoft Office 2003
3. Curtis Frye. Microsoft Office 2003 Step by Step. Online Training
Solutions Inc.,
4. Michelle Perkins Beginners Guide to Adobe Photoshop
5. Deke McClelland, Galen Fott. Photoshop Elements 3 for Dummies
6. Jan Kabili. .Adobe Photoshop Elements 2 Complete Course
7. Carla Rose. Sams Teach Yourself: Adobe Photoshop CS 2in24
Hours, First Edition.
8. Carla Rose. Sams Teach Yourself: Adobe (R) Photoshop (R) in 24
Hours.
9. Steve Bain. CorelDraw (R) 11:the Official Guide by Steve Bain.
10. Rosanna Yeung. Macro media Flash MX 2004 Hands-On Training
11. Phillip Kerman. Sams Teach Yourself: Macromedia Flash MX
2004 in 24 Hours.
12. Adobe Page Maker 7.0 Classroom in a Book. Adobe Creative
Team.
13. Adobe PageMaker7.Againstthe Clock.
14. Gordon Woolf. Publication Production using Page maker: A
guide to using Adobe Page Maker 7 for the production of
newspapers, newsletters, magazines and other formatted.
15. DonnaL. Baker. Adobe Premiere 6.5 Complete Course
16. Christopher Callahan. A Journalists Guide to the Internet: The
Net as a Reporting Tool. 2nd Edition
17. Frank Bass: The Associated Press Guide to Internet Research
and Reporting
18. Rogers Caden head, Mark E. Walker. How to Use the Internet.
24
1.1 PSYCHOLOGY (General)
Universities may follow the course details as decided by the respective
Board of Studies.
1.2 POLITICAL SCIENCE (General)

Board of Studies.
SEMESTER-02
2.1.1 MASS MEDIA IN PAKISTAN

Objectives:
This course is designed to study the role of Muslim Press in the
Sub- continent with reference to the work of eminent Muslim journalists,
and its role during freedom movement and struggle for Pakistan. It is
further designed to help students to have a look on the evolution of print
and electronic media in Pakistan from the beginning till date, with
reference to their problems and prospects.
Course Contents:
1. Historical Background
(a) Growth of the Press in the sub-continent.
(b) Role of Sir Syed Ahmed Khan, Moulana Hasrat Mohani,
Moulana Muhammad Ali Johar, Moulana Abul Kalam
Azad and Zafar Ali Khan.
(c) Press and the Pakistan Movement.
2. History and Development of Press

(a) Press since independence.
(b) Major Developments of Press in Pakistan
(c) Major problems and prospects of Press in Pakistan
(d) Progressive writers movement
3. Government and Press

(a) Government Press relations
4. Electronic Media in Pakistan

(a) Brief introduction to media in Pakistan
(b) Growth & expansion of Radio, Television and Film In
Pakistan
25
(c) Growth of Cable television and its cultural and ethical
dimensions.
(d) Rise and fall of film in Pakistan
(e) Electronic Media in Private Sector. FM radio And Satellite
Television.
(f) Online Journalism: Development and future prospects
5. News Agencies
(a) Development of News Agencies.
(b) Expansion, Working, Organizational, Structure
and Future perspective in Pakistan.
(c) Development of visual news agencies
6. Growth of regional press in Pakistan
7. Influence of foreign media in Pakistan
8. Emerging trends in journalism
Recommended Books:
1. Khurshid Abdus Salam, Journalism in Pakistan, United Publishers,
Lahore.
2. Lent J.A., Newspapers in Asia.
3. Majeed Nizami, Press in Pakistan, Department of Political
Science, University of the Punjab, Lahore.
4. Hasan Mehdi, Mass Media in Pakistan.
5. French David and Richard Micheal (2000), Television in
Contemporary Asia, SAGE Publication International, UK.
6. Aziz Yousaf (2003), Cable TelevisionA vision for Future,
Pakistan.
7. Aziz Yousaf (2003), Prospect &Promotion of Electronic Media in
Pakistan.
8. Sh. Mughees uddin (1981), ABC of Radio Journalism.
9. Niazi, Zamir, Press in Chains
10. Hassan, Mehdi (2001),Mass Media in Pakistan. Aziz Publisher.
Lahore
11. Hassan, Jawad & Hadi, Syed Ali (2004), Media and Mass
Communication laws of Pakistan. Haji Hanif Printers. Lahore.
12. Ahmad, Shehzad (2005), Journalism and Press. Anmol
Publication Pvt. Ltd. New Delhi
13. Ahmad, Shehzad (2005), Journalism News Coverage. Anmol
Publication Pvt. Ltd. New Delhi
14. Syed, M. H. (2006), Mass Media in new world order. Anmol
Publication.
15. Ahmad, Shehzad (2005), Art of Modern Journalism. Anmol
Publication Hijazi, Miskeen Ali (2004), Mass Communication
Theory and Practice. A-One Publishers. Lahore.
26
Books in Urdu:
1. Khurshid Abdus Salam(1966),Fun-e-Sahafat, Karwan Publications.
2. Khurshid Abdus Salam, Dastan-e-Sahafat.
th
3. Hijazi, Miskeen Ali (2005),Fun-e-Idarat,6 Edition, Adan Printers.
4. Khurshid Abdus Salam, Sahafat Pakistan-o-HindMein.
5. Hussain, Muhammad Shahid, Iblighiat (2004) Education Publication
House Delhi
6. Hijazi, Miskeen Ali (1995),Punjab minUrdu Sahafat. Azhar Sons
Printers. Lahore.
th
7. Shafiq Jhaulundhary (2008), Sahafat Aur Iblagh, 10 Edition. Ali
Ejaz Printers.Lahore.
8. Naz, Ahsan Akhtar(2002), Pakistan main Taraki Pasand
Sahafat. Zahid Bashir Printers. Lahore.
2.1 FUNDAMENTALS OF NEWS REPORTING

Objectives:
Learn basics of writing for newspaper
Improve basic writing shields
Understand difference between writing for print and broad cast
media
Learn News gathering techniques
Course Contents:
1. News:
a) Definition
b) Elements
c) Values
d) Sources and channels of News
2. News Writing techniques:

a) Structure of News
b) Lead/introits components and types
c) Block Paragraphing
3. Basics of writing:
a) Attribution
b) Plagiarism
c) Opinion vs. facts
d) Language, Grammar
4. Beat reporting:
Crime & Accidents/Disasters
27
Sports
Commerce
Courts
Health
Education
Political
Parliament
Obituary
5. How Newspaper News are different form Radio and

Television news
6. Elements of online News reports
a) Multimedia Contents
b) Text visuals and photos
7. Dos and Donts of a reporter

Recommended Books:
1. Anderson David Investigative Reporting, Englewood Cliffs,
Prentice, Hall, 1964
2. Charnely Mitchells Reporting, New York Hoet, Rinhart & Winston
1964
3. Hohenberg The Professional Journalist
4. MacDougall, CurtsD. Interpretative Reporting, New York,
Macmillian 1972
5. Porter and Luxon The Reporter and the News
6. William L. Rivers Finding Facts, Engle wood Cliffs, N. J; Prentice
Hall, 1975.
7. AldenTodd,Finding Facts Fast,Barclay,Ten Speed Pren,1979
8. Ken Metzler, Creative Interviewing ,Engle wood Cliffs,
.J;Pren,1977
9. Hijazi, Miskeen Ali, Fun-e-Idarat
10. Khursheed, Abdul Salam Dr., Fun-e-Sahafat
11. Hashmi, Farkhanda, Fun-e-Khabar Naweesi
12. Writing and Reporting the News by Gerald Lanson, Mitchell
Stephens
13. Reporting & Writing: Basics for the 21st Century by Christopher
Scanlan
14. News in a New Century: Reporting in an Age of Converging
Media by Jerry Lanson, Barbara Croll Fought Pine Forge Press
A Sage Publication Company.
15. Sissons, Helen,2004 Practical Journalism; How to Write News
16. Clarence and Huch, 2001, Professional Journalist
28
Note: Two courses of 3 credit hours each are optional and are
to be chosen by the respective departments keeping in view
their regional and university needs and available resources.
2.3 WRITING AND PRESENTATION SKILLS (ENGLISH-II)

Objectives:
This course will meet specific needs of the students of Communication
Studies to equip them with the modern writing and presentation
capabilities in order to meet the diverse market demands.
Course Contents
Essay writing
Descriptive, narrative, discursive, argumentative
Academic writing
How to write a proposal for research paper/term paper
How to write a research paper/term paper (emphasis on style, content,
language, form, clarity, consistency
Presentation Skills
Personality development (emphasis on content, style and pronunciation),
techniques for presenting Written material through multi-media
Note: Extensive reading is required for vocabulary building

Recommended books:
Technical Writing and Presentation Skills
a) Essay Writing and Academic Writing
Writing Advanced by Ron White Oxford. Third Impression 1992.
ISBN 0194354073 (particularly suitable for discursive, descriptive,
Argumentative and report writing).
College Writing Skills by John Langan. McGraw-Hill Higher

Education 2004.
Patterns of College Writing (4th edition) by Laurie G. Kirszner and

Stephen R. Mandell. St. Martins Press.
29
TECHNICAL REPORT WRITING
PROGRESS REPORT WRITING
b) Presentation Skills
c) Reading
The Mercury Reader. A Custom Publication. Compiled by northern Illinois

University. General Editors: Janice Neulib; Kathleen Shine Cain; Stephen
Ruffus and Maurice Scharton. (Areader which will give students exposure
to the best of twentieth century literature, without taxing the taste of
engineering students).
PAKISTAN STUDIES
Objectives:
To develop vision of Historical Perspective, Government,
Politics, Contemporary Pakistan, Ideological Background of
Pakistan.
To study the process of governance, national development,
issues arising in the modern age and posing challenges to
Pakistan.
Course Contents:
1. Historical Perspective
a) Ideological rationale with special reference to Sir Syed Ahmed
Khan, Allama Muhammad Iqbal and Quaid-e-Azam Muhammad
Ali Jinnah.
b) Factors leading to creation of Pakistan- social, political and
economic factors
c) People and Land
i. Indus Civilization
ii. Muslim advent
iii. Location and Geo-Physical features.
2. Government and Politics in Pakistan

Political and constitutional phases:
a. 1947-58
b. 1958-71
c. 1971-77- separation of East Pakistan
d. 1977-88
e. 1988-99
f. 1999 -2008
g. 2008 onward
30
3. Contemporary Pakistan
a. Economic institutions and issues
b. Society and social structure
c. Cultural diversities
Recommended Books:
1. Burki, Shahid Javed. State& Society in Pakistan, The Macmillan
PressLtd1980.
2. Akbar, S. Zaidi. Issue in Pakistans Economy Karachi: Oxford
University Press, 2000.
3. S. M. Burke and Lawrence Ziring. Pakistans Foreign policy: An
Historical analysis. Karachi: Oxford University Press, 1993.
4. Mehmood, Safdar. Pakistan Political Roots & Development.
Lahore,1994.
5. Wilcox, Wayne. The Emergence of Bangladesh., Washington:
American Enterprise, Institute of PublicPolicyResearch,1972.
6. Mehmood, Safdar. Pakistan Kayyun Toota, Lahore: Idara-e-
Saqafat-e-Islamia, Club Road, nd.
7. Amin, Tahir. Ethno - National Movement in Pakistan, Islamabad:
Institute of Policy Studies, Islamabad.
8. Ziring, Lawrence. Enigma of Political Development. Kent
England: WmDawson & sons Ltd, 1980.
9. Zahid, Ansar. History & Culture of Sindh. Karachi: Royal Book
Company, 1980.
10. Afzal, M. Rafique. Political Parties in Pakistan, Vol. I, II &III.
Islamabad: National Institute of Historical and cultural Research,
1998.
11. Sayeed, Khalid Bin. The Political System of Pakistan. Boston:
Houghton Mifflin, 1967
12. Aziz, K. K. Party, Politics in Pakistan, Islamabad: National
Commission on Historical and Cultural Research, 1976.
13. Muhammad Waseem, Pakistan Under Martial Law, Lahore:
Vanguard, 1987.
14. Haq, Noorul. Making of Pakistan: The Military Perspective.
Islamabad: National Commission on Historical and Cultural
Research, 1993.
15. Qazi, Shahida Pakistan Studies in Focus, FEP Karachi 2002
2.5 FUNCTIONAL URDU

Objectives:
It will enable the students to learn the basics of Functional Urdu
Language which are essential for spoken and written communication. In
order to enhance language skills and develop critical thinking, A grammar
31
component will serve as are medial necessity to help overcome their
common errors in Urdu Language. Details at Annex A.
2.6 SOCIOLOGY (General)

Board of Studies.
SEMESTER-III
3.1 Introduction to Broadcast Media

Objectives:
Learn Audio Video Coverage
Learn Audio Video editing and writing
Understanding basic concepts of Radio and TV News
Know the difficult approaches when reporting for radio and TV
To Produce a radio and TV news
Course Contents:
1. Introduction to Radio as a medium and structure
Type of Radio Programs
a) News
b) Feature
c) Documentary
d) Voxpops
e) Interviews
Radio Production
a) Basics of recording
b) Using audio variety
c) Sound bites
Audio editing using adobe audition software

Basics of Radio News writing and types of Radio news
Socio-economic impact of FM Radio economics
Television:
Introduction to television as a medium and structure
Basics of writing style guide for television
a) Documentary
b) Interviews
c) Talk shows
32
Basics of TV News writing and its types
a) Structure
b) Contents
c) Flow
d) Breathing techniques
e) Pastures of TV News delivery
Elements of a television news bulletin
a) Package
b) Beeper
c) Ticker
d) Voxpaps
Television Production
a) Team
b) Technical staff
c) Design team
d) Requisites for Pre-production and past Production
e) Digital and analog IV
f) Basics of TV anchoring
Basics of Video acquisition
a) Operating camera and Shooting
b) Recorders
c) Lighting
d) Set designing
e) Video composition and editing
f) Advanced Multiplatform Reporting
Recommended Books:
1. Andrew Hart, Rontledge, Understand the Media, New York .1991.
2. Conrad fink, Longman, Inside the Media, NewYork.1990.
3. John Fiske, Mcthuen, Television Culture, London.1987
4. John C. Merill, John Lee, Modern Mass Media, Edward Jay Fried
lander, Harper & Row, New York. 1990.
5. Conrad Lodziak, Frances Prilie, Power of TV, London. 1986.
6. Ray Eldon Hiebert, Donald F. Ungurait. Thomas W. Bohn,
Longman, Mass media: An introduction to Modern
Communication, NewYork.1982.
7. Stwart Price, Pitman Publishing, Media Studies, London. 1993
8. Shirley Biagi, Wadworth, Belmont, Media Impact, 2nd Edition 1992.
9. lynne Gross, Telecommunication an Introduction to Electronic
media, 6th Ed Benchmark, London 1997
10. Christopher H. Sterling, Electronic Media, Preager London. 1994
11. Mushtaq Gazdar, Pakistan Cinema, Oxford University Press,
Karachi. 1997.ed. Brown and
33
3.2 SUB-EDITING & PAGE DESIGNING-I
Objectives:
In the first phase this course is intended to introduce students to the
practical aspects of newspaper editing including use of copy editing,
symbols and use of computer, condensation, verification of spellings and
facts, headline writing, story selection and basics of page layout. This
course further intends to help students to develop and improve re-writing
skills with an emphasis on how to analyze, recognize and re-write
the information provided in a filed story with a view to improve it.
Course Contents:
1. Sub Editor
a. Nature and scope of sub-editing
b. Qualities of a Sub-Editor
b. Responsibilities/Duties of a Sub-Editor
2. Mechanics of News Editing
a. Selecting creed material
b. Symbols and their uses
c. Translation
d. Structuring and re-writing of news story
3. MakeUp
a. Make up techniques
b. Basic principles of page makeup
c. Different kinds of makeup
4. Headlines
a. Definition
b. Purpose of Headlines
c. Qualities of Headlines
d. Kinds of Headlines
e. Principles of Headlines making.
5. Use of Computer
a. Use of computers in the newsroom
b. Composing
c. Computerized Page making techniques
Practice: Adobe photo shop, practical exercises (at least 10) and picture
scanning.
Recommended Books:
1. The Art of Editing by Brooks Etal
34
2. News Editing by Matzler Ken, Englewood, Cliffs, Prentice
Hall 1979
3. The Art of Editing News, Mc Giffert Renert
4. Design and Make of Newspaper, Sultan A.A
5. Journalism, TrowinIons, London,: David and Cherl, 1975
6. Editing in the Electronic Era, Gibson M. L. published by
Gowa State University Press, 1979
7. Fun-e Khabar Naveesi by A. R. Khalid
8. Fun-e-Idarat by Hijazi, Miskeen Ali
9. Sahafat by Hassan Mehdi
3.3 NATIONAL AND INTERNATIONAL AFFAIRS

Objectives:
This course is designed to provide the students an insight of event sand
affairs taking place in and around Pakistan. Understanding national and
international affairs is indispensable for persons working for media. This
course is planned to enlighten and enable the students to analyze events
With proper perspective.
Course Contents:
National Affairs:
1. Basics of Pakistans Foreign Policy and Pakistans relations

with other countries India, Afghanistan, Iran, China and US,
SAARC, ASEAN,
2. Contemporary issues political instability, Governance
Issues, Health, Education, Water, Population, Gender, Human
rights, Poverty etc.
3. Elements of national power: geography, ideology, natural
resources, education, economy etc.
International Affairs:
1. Shift in balance of power: end of bipolar system and it implications
2. The United Nations and its current role in conflict resolution.
3. Muslim World, issues and problem, Role of OIC
4. Issues and problems faced by contemporary World:
a. Geo Political Status of Pakistan;

b. Regional Arrangements three case studies European
Union, ASEAN, and SAARC.
c. Middle East issues
d. Kashmir Dispute
35
e. Nuclear issues
f. War against terrorism and its different dimensions
g. WTO and its implication and impact.
h. environmental and water issues
f. energy crisis
Recommended Books:
nd
1. Safdar Mahmood (2006-2007). International Affairs. 2 Edition.
Jahangir Printers, Lahore, Pakistan.
2. Ken Booth &Tim Dunne. (2002). Worlds in Collision Terror and
the Future of Global Order. Palgrave Macmillan.
3. Noam Chomsky (1997). World Orders Old and New. Pluto Press.
USA
4. Aeron Davis. (2007).The Mediation of Power. Routledge Taylor
and Francis Group
5. Saiyyad Muhammad, Saleem Moini. (1995). International Law.
Pakistan Writers Co-operative Society Karachi, Lahore.
6. Dr. Safdar Mehmood. (2000). International Affairs. Jang
Publishers. Lahore
7. Inyatullah, (1997). State and Democracy in Pakistan, Vanguard
Books Pvt. Ltd., Lahore
8. Rizvi, Hasan-Askari (2000), Military, State and Society in
Pakistan, Macmillan Press Ltd.
9. Saeed, Khawaja Amjad (2007),The Economy of Pakistan, Oxford
University Press.
10. Jain, Rashmi (2007), The United States and Pakistan 1947
2006, Radiant Publishers.
3.4 COMMUNICATION SKILLS (ENGILSH-III)

Objectives:
This course aims at providing the students with real life professional
communication skills for both verbal and non-verbal needs
Contents:
Paragraph writing
Practice in writing a good, unified and coherent paragraph
Essay writing
Introduction
CV and job application
36
Translation skills
Urdu to English
Study skills
Skimming and scanning, intensive and extensive, and speed
reading, summary and prcis writing and comprehension
Academic skills
Letter/memo writing and minutes of theme editing, use of library and
internet recourses
Presentation skills
Personality development (emphasis on content, style and
pronunciation)
Note: documentaries to be shown for discussion and review
Recommended books:
a) Grammar
1. Practical English Grammar by A. J. Thomson and A .V
Martinet .Exercises 2. 3RDedition Oxford University Press
1986. ISBN0 19431350 6.
b) Writing
1. Writing Intermediate by Marie-Christine Boutin, Suzanne
Brin and and Francoise Grellet. Oxford Supplementary
Skills. Fourth Impression 1993 ISBN 0194354057 Pages
45-53 (note taking).
2. Writing Upper-Intermediate by Rob Nolasco. Oxford
Supplementary Skills. Fourth Impression 1992. ISBN
0194354065 (particularly good for writing memos,
introduction to presentations, descriptive and
argumentative writing).
c) Reading
1. Reading Advanced Brian Tomlinson and RodEllis.

Oxford Supplementary Skills. Third Impression 1991.
ISBN 0194534030.
2. Reading and Study Skills by John Langan
3. Study Skills by Richard Yorky.
3.5 ECONOMICS (General)

Board of Studies.
37
3.6 OPTIONAL SUBJECT (OTHER DISCIPLINES) I
SEMESTER-IV
4.1 JOURNALISTIC LANGUAGE (English & Urdu)
Objectives
Contents
Introduction to journalistic writing
Difference between journalistic, common and literary writing
Writing for newspapers, radio, TV and online media
Difference between writing for print and electronic media
Common technologies used in journalism
Translation of Urdu to English news stories.
Suggested Readings
4.2 MEDIA ETHIC & LAWS
Objectives
The course seeks to apprise the students about the codes of ethics, the
laws and regulations, which are governing and regulating the media in
Pakistan. The course develops the sense of norms, values and
responsibility in future professionalize, government media relationship
and press freedom in Pakistan.
Contents:
Ethics
Introduction, need and nature

Sources of ethics in Pakistan society.
Media ethics
Need and scope
Ethics and media profession
Social responsibility theory
Islamic code of ethics
Islamic concept of communication
Ethical problems
External and internal pressures on media
The violations of media ethics in Pakistan (deadline and ethics)
Privacy, corruption, personal interests, etc.)
Violation of professional values: problems and consequences
38
Codes of Ethics and Application
International codes of ethics (Print, electronic and web media)
Pakistani codes of ethics (ethical code of practice
17pointsinpress council ordinance,2002), PFUJ, APNS, CPNE etc.
Other codes of ethics and application
Press Council of Pakistan
Evolution, need, establishment and code of ethics
Media Laws
Introduction, need and nature
Evolution of press laws in sub-continent and Pakistan.
Salient features of the current press ordinances:-
1. PEMRA ordinance establishment and salient features

2. Press Council Ordinance
3. Press Laws: An overview
4. Defamation Ordinance
5. Copy Right Act
6. Constitutional provisions on fundamental rights of speech,
expression etc.
Social media ethics
Cyber laws and PTA
Social media as an emerging check on traditional
media and vice versa
Case Studies
Recommended Books:
1. Dr. Ahsan Akhtar Naz, Subaftic Zimadoryan Muqadra Qaum
Zabar (Natinal Language 1998, Islamabad.
2. Javed Jabbar, Qazi Faiz Isa, Mass Media Laws and Regulation
in Pakistan
3. Dr. Ahsan Akhtar Nar, Sohafti Qananee, A. H. Publishers,
Urdu Bazar, Lahore
4. Dr. Naz, Sahbafti Ikhlaqiat, Azeem Academi Urdu Bazar, Lahore.
5. Dr. Naz, Mukalmat, (Interviews of 35 leading editors journalism
and intellectual), Al Qamar Centre, Urdu Bazar, Lahore.
6. Dr. Muhammad Wasim Akbar, Zarae Iblagh aur Islam
Nomani Kutab khana, Urdu Bazaar Lahore.
39
4.3 INTRODUCTION TO SOCIAL MEDIA
Course Objective
The overall aims of this course are to introduce students to skills
of social media tools in context to its emergence with media science. It
also aims to introduce key concepts and social platforms that have
changed the media scenario that its used to be. Using the
representation of the virtual community as a focus, students will be
introduced to ideas of the collective resourcing, user defined contents,
Web 2.0, media production and reporting in social media.
Out Comes
By the end of the course students will be able to apply a range of
social media tools and collaborative platforms of shared resources, and
will have an expertise to actively take part in creation of online media
platforms, creation of community centric social media platforms
supporting field of media production and reporting.
Emerging Media Trends

Media and Technology
How emerging technologies can change Journalism
Backpack Journalist
Citizen Journalist
Online Community
News as conversation
New Media: Emerging mediums of information (cell phone, web
mediums)
Cell phone evolution and Social Media (1-G to 4-G)
Social Media Evolution
Social Media Ethics (Rules are in the flux)
Introduction to social media website (Google +, Facebook etc)
Social Media Skills for Journalists
Blogs for Marketing and Advertising
Trolls & 1-9-90 Rule
Vod-casting basics
Pod-casting basics
How one increases its social networking
Social Media Marketing
Introduction to Micro Blogging
Twitter for Journalist
Social Media Marketing Strategies
How one can use Facebook/Twitter/Blogs for effective Marketing
Future Trends and developments in Social Media
40
Social Media as an alternative public sphere
Recommended Books:
(Detailed References will be forwarded through e-mail)
Digital Media and Community
Social Media Connectivity
New Media and Journalism
4.4 OPTIONAL Subject (Other Disciplines)-II

4.5 OPTIONAL Subject (Other Discipline)-III
SEMESTER-V
5.1 INTRODUCTION TO ADVERTISING& PUBLIC
RELATIONS
Objectives:
This course is designed to introduce students to the principles and
techniques of advertising and public relations as currently practiced.
Emphasis will be on the public relations and advertising processes and
such activities that bring out students problem-solving approach and
creativity in message construction.
Course Content:
Advertising
Evolution and Development of Advertising
Advertising Definition, Function and Scope
Types of Advertising, Techniques of Advertising
Principle of Successful Advertising
Merits and Demerits of Advertising
Macro and Micro economic impact of Advertising
Socio-economic role of advertising
Advertising agency and its structure
Role of advertising association of Pakistan
Develop of Advertising Campaign
Practice Advertising Campaign
Public Relations
Definition, Nature, Scope and history
Pub lies of PR
Process of PR (Research, Planning PR Campaigns
41
execution and evaluation)
Tools and Products of PR (Spoken tactics, written, Visual
and new media)
Government and Private Organizations PR
PR in different sectors
Responsibilities and qualities of PRO
Comparative analysis of publicity, Propaganda, adv, PR
Community, Corporation on-Profit organization-POL org
Practical:
PR Campaign
Recommended Books:
1. Centre, H. Allen, Cutlip. M. Scott, Effective Public Relations. New
Jersey Prentice Hall Inc.1978
2. Chandan, S J. et al. Essentials of Advertising, New Delhi,
Bombay, Oxford & IBH Publishing Co. Pvt.Ltd.1990
3. Jefkins, Frank. Long Acre, Public Relations for Marketing
Management, London: Pitman Publishing1991.
4. Jefkins, Frank, Long Acre, Public Relations, London: Publishing,
1991
5. Jefkins, Frank, Advertising: Made Simple, Calcutta; Rupa Co.1982
6. Mandell, Maurice I., Englewood Cliffs, N. J, Advertising, Prentice-
Hall, Inc. USA 1974
7. Nelson, Paul Roy, low: WCB, Wm. C, The Design of Advertising,
Brown Publishers Dubugue, USA,1985
8. S.A.Siraj,Taloqaat-e-Aama, Allama Iqbal OpenUniversity,1990
9. Wilcox, Dennis L., Ault, Phillip H. and Agee, Warren K., Public
Relations: Strategies and Tactics, New York, HarperCollins
Publishers,1989
10. Wright S., John et al., Advertising, USA, MacGraw-Hill Series in
Marketing, 1982
5.2 ONLINE JOURNALISM
This course covers the comparative picture of traditional
Journalism with web journalism with the emphasis on web is the future of
Journalism and role and responsibilities of press and the journalists are
changing. It tells the students how writing for web is different from print
and broadcast. Students will learn news story structure for the web with
inverted pyramid and other elements of stories. Students will closely
examine the world of newspapers online before putting learned skill into
practice. Along with aesthetic elements required for web, the students will
know what technical requirements for the web are. They will learn how to
build up and operate their own website.
42
Learning outcomes
By the end of this course the students will be able to know the
difference between traditional and modern Journalism of internet. They
will be able to know the role and responsibilities of the web journalists.
They would have learnt how to operate his or her own fully operative and
functional website. Learning outcomes identify the critical performances,
and the knowledge, skills and attitudes that successful students will have
reliably demonstrated through the learning experiences and evaluation in
the course.
Course Contents Week

Significance of web
1st
Introduction and overview
week
Traditional Journalism and the Web:
Theoretical Perspective of Mass Media
What is Web Journalism
Scope of online journalism
Multimedia Capabilities of Web
Significance of web (continued)

2nd
Web Journalism and New Media
week
How the web is replacing other media
Where web stands amongst New Media
Web is the Future of Journalism
Characteristics of web journalism
Discussion:
How the web can "scoop" all other media
Thinking of web
Psychology of Web User
Pre-requisites for a web journalist: 3rd
week
Cyber-kit of a web journalist
Know your audience
Critical thinking: Establishing and maintaining focus
Discussion:
Convergence of Media
Mindset for the Web
43
Writing for web 4th
week
Writing for print, broadcast and web; Content, style
and structure
Characteristics of online news
Esthetic elements for web
Discussion: Stories in print and on the web
Writing for web (continued) 5th &

6th &
News story writing
7th
Contents for News website: News stories, features & week
blogs
Headline/ lead & summary writing for web
News story structure: Inverted pyramid & 5Ws
Writing lively and tightly
Editing web text
Introduction to Blogs
Writing Blogs
Writing for twitter
Scanning, Surfing and Skimming
Navigating the web 8th

week
Recommended websites:
*Many of other websites may also be reviewed will be
depend on the instructor.
www.Dawn.com
www.bbc.com
www.cnn.com
www.cbc.ca
www.ctv.ca
www.thenews.com
www.thestar.com
Navigational Scheme for Online Newspaper or
Magazine
44
*Many of other websites may also be reviewed will be
depend on the instructor.
Midterm Review
Practice Session:
Students surf the net looking at various websites and how
they compare
Mid-term Exam 9th

week
Web Production team 10th

week
Roles & responsibilities of web crew
Producer, Reporter, Writers & Editor
Introduction to Online Radio and Online Television
Basics for setup online Radio/Television
Creating the web 11th

week
Developing Your Website
Creating the website storyboard
Features for News Websites
If you build it, will they surf?
Assignment: Features and layout for your intended
websites
Developing Your Website (continued) 12th

week
Designing your website
Working with designer
Online Magazine
Online Newspaper
Developing Your Website (continued) 13th

week
Tools for Website Building: HTML (Introduction)
Cyber Laws
Ethics for Web Journalism
45
Tools for building website (continued) 14th
week
Dream weaver: Features & building News
website/Magazine Website
Working on Dream weaver: Building News
website/Magazine Website
Operating the web 15th

week
Working on website (continued)
Writing exercise for class website
Online Media Types
Working on website (continued) 16th

week
Writing exercise for class website
Digital Distribution Systems and Copy right issues
Marketing for the web 17th

week
Online advertisement types
Reciprocity, press releases and site promotion
How it works and how you can make money
Prospects and Challenges for Web Journalism
Final Exam Review
Final Exam & Project (* Student has to develop their 18th

own online News Paper or online Magazine) week
Recommended Books:
(Detailed References will be forwarded through mail)
1. Community journalism
2. Online Journalism : a basic text
3. Information technology in Journalism
4. Handbook of Online Journalism
5. Multimedia journalism: a practical guide
6. Dictionary of Digital journalism
7. Elements of Modern Journalism in the world
8. Journalism ethics by Saxena
9. Online Journalism : a basic text
46
Recommended Books:
1. Journalism in the Digital Age, John Herbert, Focal Press Oxford,
2000.
2. Introduction to Mass Communication, Agee, Ault, 12th ed.,
Longman, 1997.
3. Understanding Mass Communication, Defleur, Dennis,
Hought on Muffin, N.Y, 1998.
4. Media Impact, Shirley Biagi, Wadsworth, 1999.
5. Media of Mass Communication, John Vivian, 1999.
6. Dynamics of Mass Communication, Dominic 6th ed.
5.3 COMMUNICATION THEORIESI

Objectives:
Objectives: This course aims to equip the students to identify different
phases of mass communication theories development in the historical
context. It will enhance their abilities to understand different intellectual
foundations in the field of mass communication.
Course Contents:
Paradigm, theory and model Types and functions of theories Four eras
of mass media theory
Direct effect paradigm Propaganda theories
Limited effect paradigm Two step flow of information Selective
process Klappers phenomistic theory Diffusion theory Functional
analysis
Normative theories Libertarian theory Social responsibility theory
Development media theory Democratic participant theory
Recommended Books:
1. Chaffee, Steven H. 2000 Mass Communication Uses and Effects,
3rd ed. MacGraw -Hill, New York.
2.
Joseph R. Mominick. 2004. The Dynamics of Mass
th e
Communication, 5 d. MacGraw-Hill, Inc. New York
3. Werner J. Severin & James W. Tankard, Jr. 2003. Communication
Theories: Origins, and Uses in the Mass Media, 3rded. Longman
Group Ltd. London.
4. James Curran, Michael Gurevitch. 2000. Mass Media and Society,
3rded. St. Martin Press Inc. New York
5. Mac Quill. 2003. Theories of Communication, 2nded. Longman
Group Ltd. London.
47
6. Philip Rayner. 2003. Mass Media Studies: An Essential
Introduction
7. Rutledge, New York.
8. Defleur MelvinL. 1999. Theories of Mass Communication, 3rded.
David McKay Co. New York.
9. Joseph, Dominic. 2004. Mass Media Research 4thed. Wadsworth
Publishing Company, Belmont, California.
10. Dennis Everett, Marshall John. 2003. Media Debates. 2nded.
Longman Publisher, New York.
5.4 MATHEMATICS (CALCULUS)
Credit Hours: 3
Specific Objectives of the Course: To prepare the students, not
majoring in mathematics, with the essential tools of calculus to apply the
concept sand the techniques in their respective disciplines.
Course Outline:
1. Preliminaries: Real-number line, Function and their graphs,
Solution and equations involving absolute inequalities
2. Limits and Continuity: Limit of a function, Left hand and
Right hand function, Continuity, Continuous function.
3. Vectors: Scalar and Vector Products, normals to planes
equations of planes and lines
4. Complex Numbers addition, multiplication, division, Arg and
diagram, polar form, de Moivre's theorem
5. Partial Differentiation: functions of two variables, functions
of three variables of matrices, transposed, identity and zero
matrices. Solutions o. Finding values from functions of
different variables.
6. Matrices : linear equations written as Ax = b. Addition and
multiplication f 3 x 3 sets of linear equations, Adjoin Matrix,
inverse matrix, determinants, Gaussian Elimination Method,
Gauss-Jordan Method
Recommended Books:
1. Anton H, BevensI, Davis S, Calculus: A New Horizon (8th
edition), 2005, John Wiley, New York
rd
2. Stewart J, Calculus(3 edition), 1995, Brooks/Cole
(suggested text)
48
3. Swokowski EW, Calculus and Analytic Geometry,1983,PWS-
KentCompany, Boston
4. Thomas GB, Finney AR, Calculus(11th
edition),2005,Addison-Wesley, Reading, Ma, USA
5.5 OPTIONAL (FOUNDATION)-I

SEMESTER-VI
6.1 FEATURE, COLUMN & EDITORIAL WRITING
Objectives:
The course is designed to develop writing skills of the students for
advanced journalistic writing like, editorial, column, feature, book
reviews, Radio, TV programmes review. It would enable students to
differentiate among various types of newspaper writings apart from the
news. This course is also planned to train the students in such a way that
they should learn the basic technique sand principles for these writings.
Course Contents:
1. The Editorial
a. Definition of Editorial
b. Its purpose, importance and forms
c. Functions of Editorial
d. The Techniques of Editorial writing
e. The contents of editorial page
f. The editorial page in Pakistan and its standard.
g. Difference between editorial, column and feature
h. Analyzing the media policy through editorials
i. Writing practice
2. Feature Writing
a. Definition, Concept and Scope of Feature
b. Types of Feature
c. Sources for the material
d. Feature Writing Technique
e. The importance of Pictorial Display in features.
49
3. Column Writing
a. Definition and Concept
b. Functions of a Column
c. Types of Column
d. Role of Columnist in society.
e. Practical Column Writing
4. Review
a. What is review?
b. Difference between review and criticism.
c. The purpose of Review writing the techniques of
review writing
d. Practice of reviewing books, Film, Drama, Theatre,
Radio and Television Programmes etc.
e. Review exercise
Recommended Books:
1. Brenneck Clark. Magazine Article Writing, New York.
2. Drewry J. E. 1951. Book Reviewing. Boston Macmillan Co.
3. Hohenberg J. The Professional Journalist.
4. Reddick D. C. 1949. Modern Feature Writing. New York.
5. Waldrap. 1955. Editor and Editorial Writing A. G. Rinhart and Co.
6. Shafiq Jalandari. Feature Nigari.
7. Shafiq Jalandari. Kalam Naweesi
8. Miskeen Ali Hijazi. Idaria Naweesi.
9. Harry W. Stone cipher. 1979. Editorial & Persuasive Writing:
Opinion Functions of the News Media: Humanistic Studies in the
Communication Arts. Hastings House Publishing.
10. William L.Rivers.1988. Writing Opinion. Reviews. Iowa StatePr;1
11. Bruce Garrison. 2004. Professional Feature Writing: Leas
Communication series. Lawrence Erlbaum Associates; 4thed.
12. Campbell, B. Titchener. 1988. Reviewing the Arts:
Communication Textbook Series. Lawrence Erlbaum Assoc. Inc.
13. Charlotte Digregorio.1993.You can be a columnist: Writing and
Selling your way to prestige. Civetta Press.
50
6.2 COMMUNICATION THEORIES- II
Objectives:
The course aims to promote students critical and analytical
approaches towards understanding of mass communication theories. It
also aims to prepare them for further inquiry into the field of Mass
communication.
Course Contents:
Emergence of critical and cultural theories of mass communication
Frankfurt school
Political economy
Media and audiences: theories about the role of media in everyday life
Uses and gratification
Framing and frame analysis
Theories of media and culture and society
Agenda setting
Knowledge gap
Spiral of silence
Media dependency theory
Cultivation theory
Recommended Books:
1. Chaffee, Steven H. 2000. Mass Communication Uses and Effects
3rded. MacGraw-Hill, New York.
2. Joseph R.Mominick.2004. The Dynamics of Mass Inc. New York
3. Werner J. Severin & James W. Tankard, Jr. 2003. Communication
Theories: Origins and uses in the Mass Media, 3rded. Longman
Group Ltd. London
4. James Curran, Michael Gurevitch.2000. Mass Media and Society,
.
3rd ed. St. Martin Press Inc. New York.
5. Mac Quill. 2003.Theories of Communication, 2nded. Longman
Group Ltd. London.
6. Philip Rayner. 2003. Mass Media Studies: An Essential
Introduction Rutledge, New York.
7. Defiler MelvinL.1999.Theories of Mass Communication,3rded.
David McKay Co. New York.
8. Joseph, Dominic. 2004. Mass Media Research 4thed. Wadsworth
51
Publishing Company, Belmont, California.
9. Dennis Everett, Marshall John.2003. Media Debates 2nded.
Longman Publisher New York.
6.3 RESEARCH METHODSI

Objectives:
This course will give the students an insight into the basic
principles of scientific research. Students will further be sensitized with
the methods, techniques and other relevant concepts to investigate the
media related phenomena in contemporary society.
Course Contents:
The research process
What is research
The development of mass media research
Media research and scientific method
Two sectors of research
Academic and private
Differences between Quantitative and qualitative
research
Research design for quantitative research
Identifying the research problem
Formulating the problem statement
Reviewing the literature
Theoretical framework
Formulating research questions
Formulating hypothesis
Conceptualization and operationalization of variables
Identifying the methodology
Sampling techniques
Collection of data
Tabulation and interpretation of data
52
Quantitative measurement
Reliability and validity
Survey method development of a questionnaire
Scales
Index score
Ethics in research
Recommended Books:
1. Rabin Kemchand, Journalism and Human Development, first
Edition 2000, A. S. Saini for Dominant Publisher and Distinctions,
Orient Offset Delhi, 110053.
2. N. C. Pant,Modern JournalismPrinciples and Practices, first
Edition 2002, Kanishka Publisher, 4697/5-21A, Ansari Road,
Darya Ganj, New Delhi-110002.
3. Shearon A. Lowery, Melvinl. De Fleur, Milestones in Mass
Communication Research, 2nded 1988, LongmanInc 95, Chrch
Street, White Plains, NY 10601.
6.4 MEDIA SEMINAR
Objectives:
The purpose of this seminar course is to provide students with

opportunity to interact with the experts regarding different
communication issues. In these minar, students will present their papers
prepared in consultation with their teachers. Presentation of paper is
mandatory. The papers will be followed by the discussions. Seminars
will be presided by an expert of the area or the teacher on cerned.
Teacher can also suggests our cematerial to the students and they can
also present a summary/abstract or critique on the book/article in these
minar. Nevertheless, focus will be on important communication issues.
Each Student will give at least two presentations in the seminars on two
different occasions.
6.5 STATISTICS
Unit 1. What is Statistics?
Definition of Statistics, Population, sample Descriptive and inferential
Statistics, Observations, Data, Discrete and continuous variables, Errors
of measurement, Significant digits, Rounding of a Number, Collection of
primary and secondary data, Sources, Editing of Data. Exercises.
53
Unit 2. Presentation of Data
Introduction, basic principles of classification and Tabulation,
Constructing of a frequency distribution, Relative and
Cumulative frequency distribution, Diagrams, Graphs and
their Construction, Bar charts, Pie chart, Histogram,
Frequency polygon and Frequency curve, Cumulative
Frequency Polygon or Ogive, Histogram, Ogive for Discrete
Variable. Types of frequency curves. Exercises.
Unit 3. Measures of Central Tendency
Introduction, Different types of Averages, Quantiles, The Mode,
Empirical Relation between Mean, Median and mode, Relative
Merits and Demerits of various Averages. Properties of Good
Average, Boxand Whisker Plot, Stem and Leaf Display,
definition of outliers and their detection. Exercises.
Unit 4. Measures of Dispersion
Introduction, Absolute and relative measures, Range, The semi-
Inter-quartile Range, The Mean Deviation, The Variance and
standard viation, Change of origin and scale, Interpretation of
the standard Deviation, Coefficient of variation, Properties of
variance and standard Deviation, Standardized variables,
Moments and Moments ratios. Exercises.
Unit 5. Probability and Probability Distributions.
Discrete and continuous distributions: Binomial, Poisson and
Normal Distribution. Exercises
Unit 6. Sampling and Sampling Distributions
Introduction, sample design and sampling frame, bias, sampling
and non sampling errors, sampling with and without
replacement, probability and non-probability sampling,
Sampling distributions for single mean and proportion,
Difference of means and proportions. Exercises.
Unit 7. Hypothesis Testing
Introduction, Statistical problem, null and alternative hypothesis,
Type-I and Type-II errors, level of significance, Test statistics,
acceptance and rejection regions, general procedure for testing
of hypothesis. Exercises.
Unit 8. Testing of Hypothesis- Single Population
Introduction, testing of hypothesis and confidence interval about
the population mean and proportion for small and large
samples, Exercises
54
Unit 9. Testing of Hypotheses-Two or more Populations
Introduction, Testing of hypothesis and confidence intervals
about the difference of population means and proportions for
small and large samples, Analysis of Variance and ANOVA
Table.
Exercises
Unit 10. Testing of Hypothesis-Independence of Attributes
Introduction, Contingency Tables, Testing of hypothesis about
the Independence of attributes. Exercises.
Unit 11. Regression and Correlation
Introduction, cause and effect relationships, examples, simple
line arregression, estimation of parameters and their
interpretation r and R2 Correlation. Co efficient of linear
correlation, its estimation and interpretation. Multiple regression
and interpretation of its parameters. Examples
Recommended Books:
1. Walpole, R. E.1982.Introduction toStatistics,3rd Ed., Macmillan
Publishing Co., Inc. New York.
2. Muhammad, F. 2005. Statistical Methods and Data Analysis,
Kitab Markaz, Bhawana, Bazar Faisalabad.
6.6 OPTIONAL SUBJECT (Other Disciplines)-IV

SEMESTER-VII
7.1 RESEARCH METHODSII
Objectives:
A relatively advanced level course of research will further
enlighten the students about different steps involved in a typical research
model. The students will learn how to collect the data after implementing
appropriate method and the basic elements required for writing a good
research proposal/research report.
Course Contents:
Quantitative research methods
Content analysis
Experimental method
Longitudinal research
55
Qualitative research method
Focus group
Participant observation method
Intensive interviews
Case studies
Writing research report

Reference writing
Use of SPSS
7.2.1 DEVELOPMENT COMMUNICATION /DEVELOPMENT

SUPPORTCOMMUNICATION
Note: DC and DSC both are recommended for the BS programme.
However, the departments are requested to opt for one of the two
courses owing to their regional needs and expertise available for
the course(s).
Objectives:
This course provides an overview of the important phenomena of
Development Communication. In general, the course will interpret and
analyze the role of mass media in highlighting social development in the
society. After studying this course, students will be enabled to have a
better insight in Development Communication and will analyze the nature
and treatment of media contents on developmental issues.
Course Contents:
The need for development communication; Basic Concept: Promotion of
development:
Development as process & Goal. Sociology of development

Concept of Development
Extension Communication and Development Communication
Development Journalism and Development Communication
Development Communication and Development Support
Communication.
The concept of change, meaning and definition
Sources of change
Factors in influencing change
Obstacles to change
Reducing resistance to change
Diffusion of innovation
Social Change and community participation
56
Prospects and challenges of Development
Communication in Pakistan
Financial Problems
Lack of education and training
Control over media
Political Problem
Economic Problem
AdministrationProblem
Media Sociology
NGSs and their working
Development Journalism
Introduction
Rural and Aruban Sociology
Introduction to rural sociology
Difference between rural and urban lifestyles
Regional factors
Society under change
Force of work
Technology
Trends in social system
Living style
Social shift and cultural trend
Development of village
Motivating factors
Cooperative way
Village economy
Agriculture
Living standards
Typical rural problem
Opportunity of education
Important factors
Financial restraints
Religious authority
Religious authority
Modern Influence
57
Caste System
Feudalism
Economic life
Religious factors
Rural Leadership and Politics
Effective channels for agriculture communication in developing world
Agriculture communication in Pakistan
Need for AGRI-Based TV and Radio Stations in Pakistan
Agriculture Communication through print Media
Recommended Books:
1. AIOU. 2002. Reader on Development Support Communication,
Department of Mass Communication AIOU, Islamabad.
2. Anjaneyulu, Shri K.et.al.1999. Local Radio, making an impact.
Agricultural Information Development Bulletin.
3. Ascroft, Joseph. 1991. The Profess of Development Support
Communication. A. Symposium paper, Ohio. The Ohio State
University
4. Chen, Peter. 2002. Visual Communication Materials for Rural
Audiences. Re-orienting artists and Copy writers Development
Communication Report.
5. Hedebro, Goran. 1999. New perspectives on Development: how
Communication contribute. Communication and Social Change in
Developing Nations: acritical view, Iowa: The Iowa State
University Press.
6. Jan Servaes, Jacobson, White. 2000. Participatory
Communication for Social change, Sage Publication, New Delhi.
7. Diffusion of Innovation, E. M. Rogers, Free Press,
New York 3rd Ed. 1983.
8. Perspectives and Development Communication, K. Saudana udan
Nair, Sage Publication, London, 1993
9. Communication and the Third World, Geoffrey Reeves, Routledge,
London, 1993
10. Global Communication in Transition, Hamid Mowlana, Sage
publication, London, 1996
11. Social Change, Michael Kunczick FES Germany.
7.2.2 DEVELOPMENTAL SUPPORT COMMUNICATION
Course Objectives:
This course identifies how Advertising, Television, Radio,
Newspaper, Magazines and Public Relations effects ethnicity/culture and
alternative life styles of rural populations and developing nations. It
examines attitudes, trends and perceptions which help shape mass
communication messages.
58
Course Contents
The Dominant Paradigm of development, The industrial revolutions,

Economics growth, Internal Constraints to development, Criticism of
development paradigm.
Alternative Pathway of development, Historical perspectives of the

AMD, Common factors of the AMD, Communication Approaches in the
development process, Comparison b\w development Paradigm & AMD
Human development Index, Concept of developed, developing and

under developed world, Creative destruction:
Cultural Imperialism and New Information World Order.
Concept of DSC, Evolution, Need and Importance, Factors for

successful DSC and Problems for development communicator.
Development support communication and social change, concept and

level of change, sources of change, Role of opinion leader,
Communication Channels, Factors influencing Change. Obstacles to
change, Reducing resistance to change.
Role of Advocacy and Social Mobilization in DSC, Concept of Advocacy

and its use in DSC, Social mobilization and its multiple levels,
Community participation, Difficulties in implementing Community
participation.
Concept of diffusion and innovation, its stages, Categories of adopters/

consumers, characteristics of diffusion, Consequences of diffusion of
innovation.
Planning of a DSC Campaign, Concept of DSC Campaign, and

Advantages of DSCC, Creating the plan, stages and techniques of the
campaign, Media selection and slogans.
Campaign planning and discussion of Final projects.
Media/Agents/Tools for DSC, Folk art, Folk Heroes, Folk Festivals,

Traditional media, Cultural Perspective of Folk lore.
Using Print Media for DSC. News material for Print Media, developing
59
the press releases, Wallpapers, Newsletters, Folders, Leaflets,
Pamphlets, and Posters.
Using Electronic Media for DSC, TV and Production of Broadcast

material, TV Audience & their demands, Concept of early window.
Radio as an effective development medium.
Strategies for evaluating DSC Campaign, Concept of Evaluation,

Evaluation in DSC Campaign, types, steps and criteria for campaign
evaluation, conducting evaluation and evaluation designs.
Prospects and Challenges of DSC in Pakistan Financial Problems,

Lack of education and Training, Government control over media,
Political Problems and administrative Problems.
Presentations and Camping evaluation
Suggested Books:
Chen, Peter (2002),Visual Communication Material for Rural
Audiences: Re-orienting Artists and Copy write, Development
communication report. Chaffee, Steven H. (1996). Mass
Communication uses and effects, McGraw-Hill, New York.
Hedbro, Goran(1992), New Perspectives on Development: How
Communication Contribute. The Iowa State University Press.
O. Dreyer (1996) Cultural Changes in Developing Countries.
3. INTERNSHIP (APPEARANCE AND REPORT)

CREDIT HOURS:3
Internship Objectives:
Every student shall be required to join any national media organization as
an intern for a period not less than two months. He/she will arrange
his/her placement in any media organization with the concurrence of
the department. On successful completion and positive report by
the media organization, the student will prepare a comprehensive
report on what he/she practiced, the introduction of the media
organization and any other relevant aspects which the department may
deem appropriate to be included in there port.
60
7.4 SPECIALIZED SEQUENCE SUBJECT-I
7.5 SPECIALIZED SEQUENCE SUBJECT-II
SPECIALIZED SEBJECTS (SEQUENCE-I): OPTIONS
Print Media:
1. Advanced Reporting
2. Newspaper Management & Production
1. ADVANCED REPORTING
Objectives:
The course seeks to teach the students to look beyond the news to
analyze, interpret and present events with depth and background. It aims
to produce writer who will not only look at the facts at their face value, but
also explore hidden dimension.
Course Contents:
Interpretative report; concept, gathering information,
special sources of information, Structure of interpretative,
What is an investigative story
Need of investigation and structure of investigative reporting
Conflict and disaster reporting
Security protocol for conflict reporting
Photojournalism; issues in conflict and disaster reporting.
Questions of ethics &laws
Practical:
10 interpretative stories. Scrap book with clipping of foreign & diplomatic
stories & their evaluation.
Recommended Books:
1. Bruce D. Itle &Douglas A. Anderson, News Writing & Reporting for
today media, McGraw-Hill, New York, 3rd,Ed. 1994
2. Herbert Strenzt, News Reporters & News Sources, Prentice Hall,
New Delhi, 2nd ed,1992
3.
George Kennedy, Daryl R. Moen, Don Rauly, News Reporting &
th
Writing, Brain S. Brook, St Martins Press, New York, 4 ed 1992
4. Fred Fedler, Reporting for the Print Media, Harcourt Brad
college Publishers, Forth worth, 5th ed1993
5. Curtis D. Mac Dougal, Macmillan, Interpretative Reporting, New
York 8th Ed.1982
61
6. Paul Williams, Heinemann, The Computerized Newspaper,
London,1990
7. Clark R. Mollenh off, Macmillan, Investigative Reporting,
NewYork.1981.
8. S. K. Aggarwal, Mittal Publications, Media Credibility, New Delhi,
1989.
9. George S. Hage, Everett E. Dennis, Arnold H. Ismach,
Stephen Hartgen, Public Affairs Reporting: Investigation,
Interpretation and research, Prentice Hall, New Jersy,1976
2. NEWSPAPER MANAGEMENT AND PRODUCTION

Objectives:
The course aims at teaching the students at first hand the
process of producing a newspaper from news gathering and
selection to editing, composing, page make up, use of illustrations to
printing. It will be a practical course and the student will be expected
to produce by themselves a complete daily or weekly newspaper.
Course Contents:
Organization of mass media in Pakistan; Personnel
administration; circulation, advertising and financial administration of
media; marketing of media products; management of printing unit
Methods of composing and printing, Scanner, Film Making, Photo editing,
Page Making, Layout; book editing & Production.
Practical:
The students will be required to produce newspapers during these
semesters.
Recommended Books:
1. Patrick Forsyth, Routledge, Marketing in Publishing, London, 1997
2. F.W. Hodgson, Modern Newspaper Practice, Focal Press, Oxford,
4th Edition, 1996
3. Tom Ang, Picture Editing: an introduction, Focal Press. Oxford,
1996
4. Paul Williams, the Computerized Newspaper, Oxford, London,
1990
5. Lois Silvestein, Van Nostrand, Newspaper Design for the Times,
New York, 1990
6. F. W. Hodgson, Heinne man, Modern Newspaper Editing &
Production, London.1987.
62
Electronic Media:
1. Radio News Reporting & Production
2. TV News Reporting & Production
RADIO NEWS REPORTING AND

PRODUCTION
Objectives:
The course will impart the elements of selection writing, editing,
compiling and presenting news for radio. It will be a practical course and
the students will be expected to produce and present an entire news
bulletin.
Course Contents:
Complete knowledge and understanding with the Set-Up of
Radio News Departments. Radio Newscast, Radio News Anchor, Radio
News Reporter, Field Reporting, Sound Track, Types of Radio News.
Determining News Values, News Caster Criteria, News Sources, Writing
Broadcast News, How to Improve Your Storytelling ability, Field
Reporting, Writing and producing Package for radio, Ad-Lib Situation
within Broadcast News, The Broadcast Interviews, Sound Recording,
ENG, the Laws and Ethics: Covering news events and stories,
Introduction to Audio Editing.
Practical:
Students are required to produce 05 news stories and 02
interviews of 10 minutes duration.
Recommended Books:
1. Tim Crook, Routledge, International Radio Journalism, London,
1988
2. Andrew Boyd, Broadcast Journalism, Focal Press, Oxford, 1997
3. Paul Chantler, Sam Harris, Local Radio Journalism, Focal Press,
Oxford, 1997
4. Pete Wilby, Routledge, The Radio Handbook, London, 1996
5. Carl Hausman, Crafting the News for Electronic Media, Woods
worth publishing California, 1995
6. Roger L. Waltern, Broadcast Writing, McGraw-Hill, New York,
1994
63
7. Idrees Siddique, Radio Journalism in Pakistan, Feroz sons,
Lahore, 1990
1. TV NEWS REPORTING AND PRODUCTION
Objectives:
The students will be taught the elements of selection, writing,
editing, compiling and presentation of news for television. They will be
taught the technical aspects of camera, lights and microphones and
shooting and editing of news films and their placement in the news
bulletin, besides the use of the live inserts and sound bites. They will be
expected to produce bullet in for television. This is a practical course.
Course Contents:
Complete knowledge and understanding with the Set-Up of TV
News Departments. Determining News Values, News Caster Criteria,
News Sources, Writing Broadcast News, How to Improve Your
Storytelling ability, Ad-Lib Situation within Broadcast News, Television
News Team and News Cast, Television News Anchoring, Teleprompter,
Types of television news, Formats of Television News, Television News
Reporter, Field Reporting and techniques of Shooting Television News,
Writing and Producing the Package, Live Stand-Up, Beepers and
Tickers, Telling the Visual Story, Television Script Formats, The visual
Grammar of Motion Picture Photography, The magic of Light and
Lighting, The Broadcast Interviews, Sound Recording, ENG, the Laws
and Ethics in News Reporting, Introduction to Video Editing.
Practical:
Students are required to produce and edit their own Final Project for the
successful completion of the semester (03-05) minute duration.
Recommended Books:
1. The television hand book, Patricia Holland, Routledge, London,
1997
2. Pre Production Planning of Video Film and Multimedia, Steve
R. Cart wright, Focal Press, Oxford, 1996
3. Training With Video, Steve R. Cartwright, Knowledge Industry
Publications, New York, 1996
4. Basic Television Reporting, New York, Focal Press, London, 1990
5. Visual Editing, Howard I. Finberg and Bruce D. LItale, Wadsworth,
Belmont,1990
6. ENG Television News, Charles F. Cremer, 3rd Ed. McGraw Hil, Ne
work,1996
7. Television Journalism, Shahida Kazi, Translated by Aju-e-
Kamal,Dynya-e-Adab,Karachi,1993
64
ADVERTISING AND PUBLIC RELATIONS
1. ADVERTISING-I
2. PUBLIC RELATIONS-I
1. ADVERTISING-I
Objectives
To guide the students understands the various functions of
advertising. Introduce students to the principles and techniques of
advertising as currently practice. Emphasis will be on the advertising
activities that bring out students creative problem-solving talents and
help them
Course Contents
In-depth study of Advertising
1 Advertising as selling tool and important part of marketing and
sale promotion
2 Role of advertising in economic development.
3 Socio economic aspect of advertising.
4 Objectives, stages and types of advertising.
ADVERTISING PSYCHOLOGY
Consumer behavior research, target market survey and
anyleses, implementation of AIDA & ACCA Formulas Develop a forceful
advertising APEAL, types of appeals .Target market understanding.
Product positioning. Brand image. Role of model in press advertisement
Slogan (tag line) (types of slogans).Trade name. Trade mark justification
of trade mark.
Presentation
Lay out, use of graphics, picture model, product Importance of
focal-point in layout, use of colors, advertising campaign:
Practical
Develop complete campaign Press layouts, magazine layout.
Hording posters leaflet, table colander, Campaign launching strategy and
time factor.
Recommended Books:
1. Courtland L. Bovee, Advertising Excellence, McGraw-Hill, Inc.
New York,1995
65
2. Bovee/William F. Arens, Arwin Homwood, Boston, Contemporary
Advertising, 4th Ed.1992
3. Jerry A. Hendrix, Wads worth, Belmont, Public Relations
Cases,1992
4. David A. Aaker, Advertising Management. PrenticeHall,4th
Ed.India,1996
5. Commodity Advertising, Olan D. Forker, New York, 1993
6. Norman Hart, The Practice of Advertising, 4th Ed. London .1995
7. Fred E. Hahn, Do It Yourself Advertising, John Willey &Sons, New
York, 1993
1. PUBLIC RELATIONS-I
Objectives:
This course is designed to introduce students to the principles
and techniques of public relations as currently practiced. The students
will be made to look at the field from the viewpoints of the Public
Relations practitioner, the channels of communication use and the
various publics in which P.R persons try to reach. Emphasis will be on
the public relations process and such activities that bring out students
creative problem-solving talents and help them.
Course Contents:
1) Definitions, and PR scope, functions
2) A brief history of PR in general with special reference to Pakistan
Publics.
3) PR, Advertising, propaganda - Differentiations
4) Publics. P.R, internal & external public.
5) Process of P.R
(i) Problem identification
(ii) Programming and Planning
(iii) Communication /Implementation
(iv) Evaluation
6) Public opinion and attitudes change

7) Persuasion, functions, Tools of PR.
8) Propaganda and techniques of propaganda.
Recommended Books:
1. Effective Public Relations by Centre, H. Allen, Cutlip. M. Scott,
New Jersey Prentice Hall Inc.1978
2. Public Relations for Marketing Management, by Jefkins, Frank.
Long Acre, London: Pitman Publishing1991.
3. Public Relations, by Jefkins, Frank, Long Acre, London: Pitman
66
Publishing, 1991
4. Taloqaat-e-Aama,by S.A.Siraj, Allama Iqbal Open University,
1990
5. Public Relations: Strategies and Tactics, by Wilcox, Dennis L.,
Ault, Phillip H. and Agee, Warren K.,New York, Harper
CollinsPublishers,1989
6. The Practice of Public Relations, Fraser P. S teitel, Merrill
Publishing Company, Singapore 1992
7. The Practice of Public Relations, Sam Black, butter worth
Heinemann,London,1995
8. Public Relations; Principles, Cases and Problems. H. Frazrier
Moore, Frank B. Kalupa, Sujrjeet Publications, New Delhi,1998.
DEVELOPMENT SUPPORT
COMMUNICATION
1. Development Communication and Social Change
2. Development Journalism
1. Development Communication and Social Change
The concept of change
Level of change
Sources of change
The communication channels
influencing change
Obstacles to social change
Reducing resistance to change
Diffusion of innovations
Social Change and Community Participation
Difference among social, political, economic and cultural change
Relationship between social change and development
Social change and social marketing
The ories and perspectives of Social Change
Process of Social Changes
Essentials of Social Change
Role of change Agent and Opinion Leader
Systems Theory
Who should decide about the change?
Techniques to enhance community participation for change
Prospects and Challenges of Development Communication in Pakistan

Financial problems
67
Lack of education and training
Control over media
Political problems
Economic Problems
Administrative problems
Media Sociology
NGOs and their working
SUGGESTED READING:
1. Schramm, Wilbur and Daniel Lerner: Communication
and Change, Hawii, 1978
2. Schramm: Elements of Modern Journalism,
Lahore1999.
3. Stevenson, Robert L: On the Democratization of
Development Decision Making in the Third world, 1984.
4. Uma, Joshi: Text Book of Mass communication
NewDelhi.1999.
5. Robert L: On the Democratization of Development
Decision Making in the Third WORLD 1984.UNESCO:
6. Watson James: Media Communication, London. 1998.
7. Watson James: A Dictionary of Communication and
Media, NewYork.1997.
8. Yousafzai, Farish Ullah: Introduction to Sociology,
Islamabad. 1999.
9. Denis Mc Quail, Communication Theory, Longman:
2. Development Journalism
Why development journalism?
Areas of development journalism:
o Agriculture,
o Health,
o Environment,
o Human Right,
o Education,
o Housing and Sanitation
o Energy crisis
Dos and donts of Development Reporting
How to edit a development news story
Qualities and responsibilities of a development journalist
Features and DocumentariesPractice of development reporting and
article writing
o Development journalism in Pakistan
o Role of development journalism in developing societies
68
Suggested Readings:
1. Neville Jayaweera, Rethinking Development Communication,
AMIC:
2. Rabin Khemch and, Journalism & Human Development,
Dominant Publishers:
3. Development Support communication: Department of Mass
Communication, Allama Iqbal Open University, Islamabad
4. Uma Narula, Har-Anand: Development Communication
5. Sing C. Chew, The Underdevelopment of Development, SAGE:
6. Swati Chauhan Navin Chandra, Foundation of News and
Journalism, Kanishka Publishers:
7. Fernandes, Walter: Development with People, Indian Social
Institute, New Delhi,1988.
8. Jayaweera N.&Amunugama S.: Rethinking Development
Communication, AMIC, Singapore, 1988.
9. Kumar, Keval J. :Communication and Development:
Communication Research Trends, Vol.9, No. 3,1988.
10. Hoogvelt Ankie: The Third World in Global Development,
Macmillan, London, 1982
11. Hornik, RobertC: Development Communication: Information
Agriculture and Nutrition in Third World, Longman, London/ NY,
1988.
12. Melkote Srinivas: Communication for Development in the Third
World-Theory and Practive, Prestice-Mall, New Delhi,1991.
13. Sondhi, Krishan: Communication, Growth and Public Policy
Break though, New Delhi, 1983.
14. Schramm, Wilbur: Mass Media and National Development,
Stanford UP, Stanford, 1964.
SEMESTER-VIII
8.1 INTERNATIONAL COMMUNICATION
COURSE OUTLINE:
As Societies throughout the world become increasingly
interdependent, an ability to understand and to make use of
communications has never been more important. This course will enable
the student to assess the role and function of communication in the
public sphere and to evaluate the management and practice of
communication within the political process as well as between
government and citizens, our discussion of international communication
is grounded in an exploration of propaganda, since the practices, critique
and theories of contemporary international communications. The course
covers a wide range of core subjects including, communications theory,
culture, media, information technologies and globalization etc.
69
Objectives:
The International Communications course will equip students
with:
A solid grounding in mapping and processes of international
communication
In-depth knowledge of the structures of communication within an
international context
An advanced understanding of debates at the forefront of
International communication
Evaluate international communication within the framework of
social, cultural, economic, religious and political division of the
early 21st century.
Course Content:
Defining international Communication
Historical perspective
Theorizing International Communication
International Communication in the Internet age
(Imbalance in) International Information flow
The New World Information and Communication Order (NWICO)
Towards an integrative view of balanced information flow
Contra flow of communication: case studies: Middle East, Iran,
China and India
International/Transitional Media Organizations
International Broadcast Networks
Globalization of media and corporate expansion
Global homogenization
Cultural hybridity
Revised cultural imperialism
Media of Diaspora
How governments manage their international communications
How governments position themselves and create a national
identity and image
Towards an alternative public sphere.
Readings:
1. Thussu, Kishan ( 2000). International Communication, New York:
Oxford University Press
2. Baran, S. J. (2001). Introduction to mass communication. Media
literacy and culture 2001 up date.
70
3. California, London, Toronto: Mayfield Publishing Company.
4. Baran, S. J. Davis, D. K. (2000). Mass communication theory:
Foundations, ferment, and future. Ontario: Wadsworth.
5. Barker, Chris.(1999). Television globalization and cultural
identities, Buckingham: Open University Press.
6. Cees. J. Hame link. (1983).Cultural autonomy in global
communication: Planning national information policy. New York:
Longman.
7. Chauhan, S. &Chandra, N.(1997).Modern journalism issues and
challenges. Swati. New
8. Esposito, J. L. (1992). The Islamic threat-myth or reality. New
York: Oxford University Press.
9. Gurevitch, M.etal. (1982). Culture, society and media.
Lincoln, New York; Mathuen.
10. Galtung, J. & Ruge, M. H. (1965).The structure of foreign news.
Journal of Peace Research. Oslo.35pp
11. Jaudt, F. E. (1995).Intercultural communication An introduction.
UK. New Delhi: Sage.
12. Michael Gurevitch, etal., (1982): Culture, Society and the Media,
Mathuen (Loncon and New York).
13. Said, E.W.(1981). Covering Islam New York: Pantheon.
14. Sehultz, D. E. &Kitchen, P. J. (2001).Communicating globally.
Chicago: NTC business books.
15. Thussu, D.k. (2000).International communication: Continuity and
change, NY, London :Arnold.
16. Thussu, D. K., & Freed man, D.(Eds.).(2003).
Warandthemedia:Reportingconflict 24/7.
17. New Delhi: VISTAAR Publication.
18. Thussu, D. k. (1998).(ed).Electronic empires global media and
local resistance, NY, London : Arnold.
8.2 FINAL PROJECT/ RESEARCH REPORT/RESEARCH PAPER

CREDIT HOURS: 3
Objective:
Every student will be requiring conducting research on a carefully select
topic under the guidance of his/her teacher and submitting a research
report at the end of the semester. The written report will be reviewed and
evaluated by an external examiner.
8.3 OPTIONAL (FOUNDATION)-II
8.4 SPECIALIZED SEQUENCE SUBJECT-I
8.5 SPECIALIZED SEQUENCE SUBJECT-II
71
SPECIALIZED SUBJECTS (SEQUENCE-II)
Print Media
1. Sub-Editing and Page Designing-II
2. Magazine Production/ Book Production
SUB-EDITING AND PAGE DESIGNING II

Objective:
To train students about the modern computer based methods of sub-
editing. Students will be trained to use advance soft-wares available for
editing/page making/ designing both for newspaper and magazines.
Students will also be trained to learn modern editing techniques in
Pakistani and International perspectives Also to acquaint students with
skills to Work on Various Desks in the news/editing room.
Course Contents:
Editing and designing in different categories of newspaper i.e.
Sports
Commerce
City page
International
Front and Back Page etc.
Editing and designing for magazines and Periodicals
Editing Software
Illustrator (Basic & Advance)
End page (Basic & Advance)
In-page (Advance)
Adobe Photoshop (Advance)
Corel Draw (Advance)
Recommended Books:
1. Brooks Etal , The Art of Editing.
2. Matzler Ken, Englewood, News Editing, Cliffs, Prentice Hall 1979
3. Mc Giffert Renert, The Art of Editing News,
4. Sultan A. A, Design and Make of Newspaper,
5. David and Cherl, Journalism, TrowinIons, London, 1975
6. Gibson M. L. Editing in the Electronic Era, Gowa State University
Press 1979
7. A. R. Khalid, Fun-e Khabar Naveesi
8. Hijazi, Miskeen Ali, Fun-e-Idarat
9. Hassan Mehdi, Sahafat
72
1. MAGAZINE PRODUCTION/ BOOK PRODUCTION
Objectives:
The course aims at teaching the students at first hand the process of
producing a magazine from material gathering and selection to editing,
composing, page makeup, use of illustrations to printing. It will be a
practical course and the student will be expected to produce by
themselves a complete magazine.
Course Contents
1. Duties and Qualities of a Magazine Editor
2. Special & Important Aspects of Magazine Journalism
3. Editorial Planning and responsibilities of Editorial Board
4. Collection of relevant material for Magazine
5. Criteria for selection of material
6. Rewriting & editing material
7. Principles and objectives of Makeup/Layout/title page (with
special reference to New horizons of specialized magazines;
Business, Science and Sports journalism etc.)
8. Function and duties of Makeup Editor
9. Layout techniques
10. Pictorial Display
Book Publication
Practical
The students will be required to produce a general magazine or a book in
groups during the semester.
PUBLICATIONP ROJECT:
In lieu of Magazine Production, a student can opt for publication
project; wherein he/she would go through the entire process of publishing
a book or other related project with clear delineation of the steps
undertaken during the completion of project. A comprehensive publication
project is essentially be submitted by the every student.
Recommended Books:
1. Click, J.W. Russel N.Magazine Editing and Production
2. Edom, Clifton C. Photo journalism: Principles and Practices
3. Ford, James L.G. Magazine for Millions: the Story of Specialized
Publications
4. Frankly U. Magazine Writers Handbook
5. John R. Bittner. Mass CommunicationAn introduction (4th ed)
6. Ray Eldon Heibert, Donald F. Ungurait, Thomas W. Bohn. Mass
Media-IV
73
7. Mujalati Sahafat
8. Khursheed Abdul Salam. Fun-e-Sahafat
9. Masood Bin Mehmood, Jadeed Urdu Sahafat
ELECTRONIC MEDIA
1. RADIO PROGRAM PRODUCTION
2. TV PROGRAM PRODUCTION
1. RADIO PROGRAM PRODUCTION

Objectives:
The course will impart the elements of selection, writing, editing,
compiling and presenting different programmes for radio. It will be a
practical course and the students will be expected to produce and present
different programmes.
1. Introduction to the Radio Environment.

2. Introduction to the Radio Equipment.
3. Microphones and its Placement.
4. Types of Scripts and Treatment
5 Directing and Casting Actors for Radio Programs
6. Pre-Production for Radio.
7. Types of program Productions
8. Difference between Radio Feature, Radio Documentary, Radio
Drama and Montage.
9. Different between FM, AM, SW and MW.
10. Post Production for Radio
11. Trends of FM Radio in public & private sector in Pakistan.
Practical
successful completion of the semester (15-20) minute duration.
Recommended Books:
1. B O Donnel, Lewis. (1992). Modern Radio Production. London:
Wadsworth Publishing.
2. Boyd, Andrew.(1997).Broad cast Journalism. Oxford. Focal Press.
3. Chantle, Paul. &Harris, Sam. (1997). Local Radio Journalism.
Oxford: Focal Press.
4. Crook,Tim.(1988).International Radio Journalism. London:
Routledge.
5. Hamelosky, Walter V. (1995).Principles of Media Development.
New York: knowledge Industry Publishing.
74
6. Hausman, Carl. (1995).Crafting the News for Electronic Media.
California: Wadsworth Publishing.
7. Haider, Sajjad. (1989). Radyai Sahafat. Islamabad: Muqtadira
Quomi Zaban.
8. Jank, Hakemulder. (1998). Radio & T.V. Journalism. New Delhi:
Arnolds Publishers.
9. Mc leash, Robert. (1999). Radio Production 4th ed. Oxford: Focal
Press.
10. Page, David and Crawley, William. (2001). Satellites Over South
Asia: Broadcasting, Culture and Public Interest. Oxford: Oxford
University Press.
11. Qureshi, Haseen-uddin. (1990) Khabrain Sunye. Karachi: Wish
Publications.
12. Rumsey, Farancis. &McCormick, Tim. (1996). Sound
Recording Oxford Focal Press.
13. Siddique, Idress. (1990). Radio Journalism in Pakistan.
Lahore: Ferozsons.
14. Srivastava, H.O. (2000). Broadcast Technology: A Review. New
Delhi: Gyan Books Pvt. ltd.
15. Sterling, Christopher H.(1994).Electronic Media. New York:
Praeger.
16. Wilby, Pete.(1996).The Radio Hand book. London: Routledge.
TV PROGRAM PRODUCTION
Objectives:
The course will impart the elements of selection, writing, editing,
compiling and presenting different programmes for TV. It will be a practical
course and the students will be expected to produce and present different
programmes.
1. Introduction to the Television Environment.
2. The Television Production Process.
3. Types of Television Programs (Documentaries, Current Affairs,
and Talk-Shows etc.).
4. Television Camera.
5. Camera Lenses.
6. Camera Operation and Picture Composition.
7. Lighting
8. Sound Control
9. Video-Recording and Storage Systems
10 Production People
11. Field Production
12. Directing and Casting Actors for Television Programs
13 Producing
75
14. Post Production Editing
Practical:
successful completion of the semester (10-15) minute duration
Recommended Books:
1. Anthony, Fried man. (2001). Writing for Visual Media. Boston:
Focal Press.
2. Cartwright, Steve R. (1996). Pre-Production Planning of Video
Film and Multimedia. Oxford: Focal Press.
3. Cartwright, Steve R. (1996). Training with Video. New York:
Knowledge Industry Publications
4. Finberg, Howard I and Itale, Bruce D. (1990). Visual Editing
Belmont: Wadsworth Cremer, Charles
F.(1996).ENGTelevisionNews3rd Ed.New York: Mc GrawHill.
5. Holland, Patricia.(1997).The Television Hand book. London:
Routlege.
6. Kazi, Shahida. (1993). Television Journalism Translated by Auj-e-
Kamal, Karachi: Dunya-e-Adab.
7. Page, David and Crawley, William. (2001). Satellites over South
Asia: Broadcasting, Culture and Public Interest. Oxford: Oxford
University Press.
8. Sinclair, John. (1996). New Patterns in Global Television New
York: Oxford University Press
9. Srivastava, H.O.(2000). Broadcast Technology: A Review. New
Delhi: Gyan Books Pvt. Ltd.
10. Thomson, Roy.(1994).Media Grammar of the Editing. Oxford:
Focal Press.
ADVERTISING AND PUBLIC RELATIONS
1. ADVERTISING-II
2. PUBLIC RELATIONS-II
1. ADVERTISING-II
The emphasis will be on the making of advertisements for radio and
television. It will be a practical course and the students will be expected to
produce the advertisements.
Objectives
To provide advanced training for the use of advertising and
communication as a tool of marketing and favorable consumer behavior.
The emphasis will be on the on the making of advertisements for radio,
76
television and social media .it will be a practical course and the students
will be expected to produce the advertisement.
Course Contents
Advertising and marketing mix. Consumer behavior of
purchasing and market segmentation making effective TV commercials,
Types of TV commercials Public service, TV spots, commercial
documentary, industrial, etc. Production of radio spots sponsored radio
commercial programs.
Advertising research with special reference to listening and waiver ship
habits of consumers
Practical
Student will be required to develop an advertising campaign for
radio and TV commercials in the supervision of the teachers.
Recommended Books:
1. Jib Fowels, Advertising & Popular Culture, Sage London, 1996.
2. Courtland L. Bovee and William F. ArensIrwin, Contemporary
Advertising, Homewood,1986.
3. Del. I. Hawkins, Consumer Behavior, Business Publication Inc.
Plang, Taxes, 3rd Ed 1986
4. Chandan, S. J. et al. Essentials of Advertising, New Delhi,
Bombay, Oxford & IBH Publishing Co.Pvt.Ltd.1990
5. Advertising: Made Simple, by Jefkins, Frank, Calcutta; Rupa
Co.1982
6. Mandell, Maurice I., Engle woodCliffs, N. J.Advertising, Prentice-
Hall, Inc. USA 1974
7. Nelson, Paul Roy, The Design of Advertising, WCB, Wm. C,
Brown Publishers Dubugue, USA, 1985
8. Wright S., John et al., Advertising, USA, MC-Graw-Hill Series
inMarketing,1982
2. PUBLIC RELATIONS-II
1) Tools of PR, Publicity, Advertising, periodicals, Films, Special
events, Oral Communication.
2) Governmental PR, Federal & Provincial Governments.
3) PR in Business & Industry.
4) International Public Relations & Diplomacy.
5) Public Relations & Islam
6) Code of Ethics in PR
77
Recommended Books:
1) Effective Public Relations by Centre, Allen, Cutlip. M. Scott, New
Jersey Prentice Hall Inc. 1978
2) Public relations: Strategies and Tactics, by Wilcos, Dennis L., Ault,
Phillip H. and Agree, Warren K, New York, Harper Collins
Publishers, 1989
3) Public Relations; Principles, Cases and Problems. H. Frazrier Moore,
Frank B. Kalupa, Sujrjeet Publications, New Delhi, 1998.
4) Public Relations in action by Robbert Reilly.
5) Public Relations for Marketing Management, by Jefkins, Frank.
Long Acre, London: Pitman Publishing 1991.
6) Public Relations, by Jefkins, Frank, Long Acre, London: Pitman
Publishing, 1991.
7) Taloqaat-e-aama, by S.A. Siraj, Allama Iqbal Open University,
1990
8) The Practice of Public Relations, Fraser P. Steitel, Merrill
Publishing.
9) The Practice of Public Relations, Sam Black, Butter worth
Heinemann, London, 1995.
10) The Practice of Public Relations, Fraser P. Steitel, Merrill Publishing
Company, Singapore 1992
11) Public Relations, Writing &Media Techniques, Dennis L. Wilcox and
Lawrence W. Nolte, Harper & Row, London, 1990.
12) Making PR Work, Sushil Bahl, Wheeler Publishing, New Delhi, 1994.
13) The Practice of Public Relations, Sam Black,Buter Worth
Heinemann,London,1995
14) Public Relations. Principles, Cases and Problems. H. Frazrier Moore,
Frank B. Kalupa, Surjeet Publications, NewDelhi,1998.
15) Strategic Communications Management: Making Public Elations Work,
Johan Write, Laura
16) Mazur, Addision Wesley Publishers, University Press Cambridge,
1995.
Development Support Communication
1. Rural and Urban Sociology
2. Advocacy and DSC Campaign (Practicum)
Rural and Urban Sociology
Introduction
o Introduction to rural sociology
o Definition and nature of rural Sociology
o Scope and aims of rural sociology
o Rural Sociology and other social sciences
o Rural sociology VS urban sociology
78
Village life Through Ages
o Old is gold
o Aggregate of different kind
o Village aggregate of classified
o Difference between rural and urban life styles
o Regional factors
Society under Change
o Force of work
o Common reasons
o Technology
o Trends in social system
o Living Style
o Social shift and cultural trend
Development of Village
o Motivating factors
o Cooperative way
o Social fabric
o Status structure
Village Economy
o Agriculture
o Value of land
o Living standard
o Typical rural problem
o Welfare programme
Opportunity of Education
o Important factors
o Financial restraint
o Cultural card
o More reasons
Religious Factors
o Comparison of rural urban
o Religious authority
o Modern Influence
Caste System
o Caste factors
o Feudalism
o Economic life
o Community life
o Religious factors
o Rural leadership and politics
Agriculture in Pakistan
Agriculture Extension System
Agri-Media as a dimension of Development Support Communication
Effective Channels for agricultural communication in Developing World
79
Agriculture communication in Pakistan
Need for AGRI-Based TV and Radio Stations in Pakistan
Agricultural Communication through print media
Suggested Readings:
1. Ram Nath sharma, Manshiram Manohorial: Indian Rural Society
2. Katar Singh, Rural Development: SAGE:
3. Laxmi Devi, Policies, Methods &Strategies in Rural Development,
Anmol Publications:
4. O. P. Dahama, Education and Communication for Development,
Oxford & IBH Publishers:
5. Elena Bashir, Extension Methods, National Book Foundation:
6. Michael M. Cernea, Puttin People First, Oxford University press:
7. Ayaz, M.: Agricultural Communication in Pakistan. University of
Wisconsin Madison, USA.
8. Brown M.R. Communication and Agricultural Development.
9. Naqvi, Ghulam-us-Saqlain, Mera Gaun, (Urdu Novel)
10. Literature of Rural Academy, Peshawar.
11. Sing, B. (2002). Modern teaching of Rural Sociology. New Delhi:
New Delhi Dominant Publishers.
12. Kamal, R. (2002). Rural Sociology Delhi:B-2opp New Delhi
13. Chaudhary, A. (2004). Rural Sociology India: New Delhi
Dominant Publishers and Distributors
14. Chit amber, J.B.(2003).Introductory Rural Sociology New Delhi:
New Age
15. International (Pvt.) Limited Publisher
17. Katar Singh, Rural Development, SAGE:
18. Laxmi Devi, Policies, Methods & Strategies in Rural Development,
Anmol Publications:
19. OP Dahama, Education & Communication for Development Oxford
& IBH Publishers:
20. Elenal Bashir, Extension Methods, National Book Foundation:
21. Michael M. Cernea, Oxford University Press: Putting People First
22. Ayaz, M.: Agricultural Communication in Pakistan, University of
Wisconsin, Madison, USA.
23. Brown M.R: Communication and Agricultural Development.
2. Advocacy and DSC Campaign (Practicum)
Concepts and importance of Advocacy Campaigns
Types of Advocacy
Advocacy& Development Support Communication
Steps in Advocacy Campaigns
Analysis, Strategy, Mobilization, Action, Evaluation,
Continuity
80
What is a DSC campaign?
Advantage of Campaign Approach
When to use a Campaign
Creating the Plan, Formulation of the Plan
Deciding how much is enough
Evaluation the DSC Program
Steps in Evaluation
The Process
Planning Development Communication Campaign
Concept of campaign i.e. Health, Literacy, Sanitation etc.
Advantages of campaign
P- process
Creating the plan
Stages
Techniques of campaign
Using Slogans
Selecting media and method
Message construction and its requisites
Making and use of pamphlets, banners, posters,
wall chalking etc.
Writing development messages for less educated audience:
Specific requirements of media writing with special reference to radio and
television Special efforts to develop in-depth coverage regarding various
efforts made by NGO in any one area
Practice:
The Students will be required to take a project/field work where
they will prepare advocacy/DSC Campaign & this practicum will be a
mandatory part of the course.
Suggested Readings:
1. Entine L. & Ziffern, A. 1980: Getting the word out: A handbook for
Planning Public information campaign, Madison, Wise University of
WisconsinExtension.
2. Evans, J.F. 1984: Education Campaign Planning Manuscript..
3. Havelock,R.G.;1969: Planning for innovation. Ann Arbor, MNich:
Center for Research on Utilization of Scientific Knowledge.
4. Jamias, JR. (Ed 1975: Reading in development communication
Los Banos, Philippines at Los Banos.
5. Rogers, E.M. (Ed) 1976: Communication and development:
critical perspectives. Beverly Hills, Calif.: Sage Publications.
81
7. Katar Singh, Rural Development: SAGE:
8. LaxmiDevi, Policies, Methods & Strategies in Rural Development,
Anmol Publications:
9. O. P. Dahama, Education and Communication for Development,
Oxford & IBH Publishers:
10. Elena Bashir, Extension Methods, National Book Foundation:
11. Michael M. Cernea, Puttin People First, Oxford University press:
12. yaz, M.: Agricultural Communication in Pakistan. University of
Wisconsin, Madison, USA.
13. Brown. M. R.: Communication and Agricultural Development.
14. Naqvi, Ghulam-us-Saqlain, MeraGaun, (Urdu Novel)
15. Literature of Rural Academy, Peshawar.
16. Sing, B. (2002) Modern teaching of Rural Sociology, New Delhi:
New Delhi Dominant Publishers.
17. Kamal, R. (2002). Rural Sociology. Delhi: B-2opp New Delhi
18. Chaudhary, A. (2004). Rural Sociology. India: New Delhi
Dominant Publishers and Distributors
19. Chit amber, J.B.(2003).Introductory Rural Sociology. New Delhi:
New Age International (Pvt.) Limited Publisher
20. Government of Pakistan Planning Communication, Preface to the
latest Five Year Plan.
21. Buchaman, Keith, (1980); Delineation of the Third World.
22. As croft, Joseph, (1985);Interactive model of Third World Basic
Needs; Basic Needs Approach to development in development
perspective.
23. Seers, Dudley,(1979);The Meaning of Development.
24. Huizer, Gerrit, (1984);Harmony vs Confrontation.
25. Alonso William, (1980) Urban and Regional Imbalances in Economic
Development
26. Rostow, W.W. (1984); The Five Stages of Growth a Summary.
27. Goulet, Denis,(1989); The Disappointing Decade of
Development.
28. As croft and Gary Gleason, (1980);Communication and
Integrated Rural Development in Ghana.
29. Ascroft, Joseph, (1978);A Conspiracy of Courtesy.
30. Ascroft, Joseph and Srinivas Molkote, (1984); On the
Democratization of Development Decision Making in the Third
World.
31. Aguna, Robert,(1987);The ignorance of Technocrats on integrated
Rural
32. Development: Critique of World Bank and ODA in Ghana.
Note: Journalistic Urdu Language comes in the 4th Semester. It wasnt
possible for me to put it there because of word formatting and it is jpg
photo file. So the person who is going to do this job must put
82
(Journalistic Language Urdu) in the order which already has been
set. The second part is still missing which can be requested from Dr.
Mahmood Ghaznavi. I tried to fix that but again formatting problem.
83
SCHEME OF STUDY FOR MS/MPHIL
(RESEARCH TRACK)
IN COMMUNICATION STUDIES
Course work 24 crhr
Thesis 06 crhr
Total Credit Hours 30 crhr
STRUCTURE
Sr. Categories No. of Courses Credit Hours
No.
1 Compulsory Courses (No 05 15
choice)
2 Optional Courses (03 08 (03 out of 09
courses to be chosen) 08)
3 Thesis (Compulsory) 06
Total 08 30
Total No. of Credit Hours 30

Duration 2 years
Semesters 04
Course-load per semester in 1&2 12 hrs
No. of courses per semester in 1&2 04
84
LAYOUT
Compulsory Courses Optional Courses Thesis
1. Approaches to Mass 1.Mass Media, Culture & Compulsory
Communication Society
Studies-1
2. Approaches to Mass 2.International
Communication Communication
Studies-1
3.Communication 3.Advanced Development
Research Methods-1 Communication
4. Communication 4.Philosophy of Social
Research Methods-2 Sciences
5. M.Phil. Seminar 5.Theories of Influence on
Media Content
6. Media and Politics
7. Digital Media
8. Semiotics
85
SEMESTER-1
Sr No. Title of Course Credit Hours
1. Approaches to Mass Communication 3
Studies-1
2. Communication Research Methods-1 3
3. Optional Course (To be chosen from 08 3
courses)
courses)
SEMESTER-2
Sr No. Title of Course Credit Hours
1. Approaches to Mass Communication Studie- 3
2
2. Communication Research Methods-2 3
courses)
4. M.Phil. Seminars 3
SEMESTER-3 & 4
Title Credit Hours
Thesis 6
86
SCHEME OF STUDY FOR MS/MPHIL
(PROFESSIONAL TRACK)
IN COMMUNICATION STUDIES
Course work 24 cr hr
Project 06 cr hr
Total Credit Hours 30 cr hr
SEMESTER-1
Sr No. Title of Course Credit
Hours
1. Theory and Practice of Public Relations & 3
Advertising
2. Case Studies: Public Relations & Advertising 3
3. Research Methods 3
4. Radio: Writing and Production Techniques 3
SEMESTER-2
Sr No. Title of Course Credit
Hours
1. Television: Writing and Production 3
Techniques (With Project)
2. Film writing and Production (With Project) 3
courses)
4. M.Phil. Seminar 3
SEMESTER-3 & 4
Title Credit Hours
Project 6
87
Annex A
88

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CURRICULUM

HIGHER EDUCATION COMMISSION

Prof. Dr. Mukhtar Ahmed Executive Director

1. Introduction ............................................................................ ...6

The curriculum, with varying definitions, is said to be a plan of the

University Grants Commission (UGC) was designated as the competent

In compliance with the above provisions, the Curriculum Division of HEC

In order to impart quality education which is at par with international

It is hoped that this curriculum document, prepared by the respective

STAGE-I STAGE-II STAGE-III STAGE-IV

CURRI. UNDER CURRI. IN DRAFT FINAL STAGE FOLLOW UP STUDY

COLLECTION OF APPRAISAL OF 1ST PREP. OF FINAL QUESTIONNAIRE

CONS. OF CRC. FINALIZATION OF INCORPORATION OF COMMENTS

PREP. OF DRAFT BY APPROVAL OF PRINTING OF REVIEW

Abbreviations Used: IMPLE. OF CURRI. BACK TO STAGE-I

CRC. Curriculum Revision Committee

Dr. Farish Ullah Yousafzai, Member

Following Members could not attend the meeting due to other

Prof. Dr. Muhammad Anwar Hassan,

6. The Convener and Secretary of the Committee thanked all the

S.No. Categories No. of courses Credit Hours

1. Compulsory Courses Required (No 9 25

3. Discipline Specific Foundation Courses 10 30

4. Major Courses including research 14 42

5. Electives with in the major 4 12

Total numbers of Credit hours 130136

2. Semester duration 16-18weeks

9 Courses 8 Courses 10Courses(8Comp&2Opt)

25CreditHours 24CreditHours 30-33CreditHours

Subject Cr Hr Subject Cr Hr Subject Cr Hr

1. Functional English-I 3 1.Sociology 3 1. Introduction to 3

* Course from other disciplines i.e., Political Sciences,

42 Credit Hours 12 Credit Hours

1. Online Journalism 3 Specialization

Sr. No. Course Title Credit Hour

1. Introduction to Mass Communication

Sr. No. Course Title Credit Hour

1. Mass Media in Pakistan

3. Writing & Presentation Skills (EnglishII)

Sr. No. Course Title Credit Hour

1. Broadcast Journalism (TV & Radio)

2. Editing News/Copy Editing (English/Urdu)

4. Communication Skills (English III)

6. Optional Subject(Other Disciplines) I

Sr. No. Course Title Credit Hour

1. Reporting & Editing Workshop(English/Urdu)

2. Media Ethics and Law

3. Introduction to Film & Theater Studies

4. Optional Subject (Other Disciplines)II

5. Optional Subject (Other Disciplines)- III

Sr. No. Course Title Credit Hour

1. Introduction to Advertising and PR

4. Contemporary World Media

Sr. No. Course Title Credit Hour

1. Feature, Column & Editorial Writing

3. Foundation of Behavioral ResearchI

6. Optional Subject (Other Discipline) IV

Sr. No. Course Title Credit Hour

Foundation of Behavioral Research-II