A IN LAMM (1st SEMESTER) CREDITS: 04 PAPER CODE: LAM-1002 SESSIONAL MARKS: 30 END-SEMESTER: 70 TOTAL = 100 COURSE OBJECTIVES

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INTRODUCTION TO COMMUNICATION SESSION 2020-21

M. A IN LAMM (1^st SEMESTER) CREDITS: 04

PAPER CODE: LAM-1002 SESSIONAL MARKS: 30

END-SEMESTER: 70 TOTAL = 100

COURSE OBJECTIVES:

 To understand the concept and systems of communication.

 To understand the process of communication and differences between verbal and nonverbal communication

COURSE OUTCOMES: After completion of the course students shall be able to:

 Understand the various forms and functions of communication.

 Know about the barriers in communication and the relation between media and communication.

UNIT I

A. Communication: Definition, Concept and Scope

B. Elements of Human Communicative System: Sender, Message, Receiver

C. Various forms of Communication: Interpersonal Communication, Mass Communication, Intercultural Communication

D. Functions of Communication: Persuasive, Informative, Phatic, Aesthetic UNIT II

A. The Communication Process: Context, Physical, Social, Chronological, and Cultural B. Encoder- Decoder Medium and Feedback in Communication

C. Non Verbal Communication: Body Language/ Proxemics/ Kinesics D. Verbal Communication

UNIT III

A. Types and Forms of Communication: Formal / Informal B. Barriers to Communication

C. Communication and Media: Meaning and Scope.

D. Mass Communication: Concept and Characteristics ESSENTIAL READINGS:

1. Cole, K. 1993. Crystal Clear Communication. Australia: Prentice Hall.

2. Ellis, R. 2002. Communication Skills: Stepladders to Success for the Professional.

Bristol: Intellect Books.

3. Ronald B. Alder. and Rodman, G. 2006. Understanding Communication. New York:

Oxford University Press.

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4. Warsi, M. J. 2009. Evaluation of Media Reach and Effectiveness: A Linguistic Exercise.

LinCom Europa, Germany SUGGESTED READINGS:

1. Blundel, R. 1998. Effective Business Communication. Europe: Prentice Hall.

2. Clampitt, P. G. 2005. Communicating for Managerial Effectiveness. New York: Sage Publications.

3. DeVito, J. 1990. The Elements of Public Speaking. New York: Harper & Row.

4. Dickson, D. 1999. Barriers to Communication. In Long, A. (ed.) Interaction for Practice in Community Nursing. Hampshire: Macmillan.

5. Gallagher, K., McLelland, B. and Swales, C. 1998.Business Skills: An Active Learning Approach. Oxford: Blackwell.

6. Goleman, D. 1996. Emotional Intelligence. London: Bloomsbury.

7. Hargie, O., Dickson, D. and Tourish, D. 2004. Communication Skills for Effective Management. Hampshire: Palgrave Macmillan.

8. Hartley, P. and Bruckmann, C. G. 2002. Business Communication. London: Routledge.

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FUNDAMENTALS OF LANGUAGE AND LINGUISTICS SESSION 2020-21

 To understand the characteristics of Human language.

 To understand the functions and types of Language.

 To have basic understanding of various Linguistic concepts.

COURSE OUTCOMES: After successfully completing the course students shall be able to:

 Have the basic knowledge of the structure and properties of human language.

 Have understanding of Linguistic structures in social and cultural contexts.

UNIT I

A. Language: Definition, Concept and Scope.

B. Characterizing Human Language-Design Features.

C. Language and Writing- Spoken and Written language.

D. Functions of Language-Micro and Macro.

UNIT II

A. Linguistics-Fundamentals; Scientific Study of Language.

B. Language Description: Phonological, Morphological and Semantic.

C. Language Use and Context: Pragmatics.

D. Word, Phrase, Clause, and Sentence; Sentence Types UNIT III

A. Language in its Social Context.

B. Multilingualism in India.

C. Scriptal Diversity in India.

D. Language as Semiotic System.

ESSENTIAL READINGS:

1. Aitchison, J. 1977. Linguistics. London: Teach Yourself Books

2. Akmajian, A. et al. 1996. Linguistics: An introduction to language and communication.

New Delhi: Prentice Hall of India Pvt. Ltd.

3. Fromkin, V. A. and Rodman, R.1983. An Introduction to Language. New York: Holt Rinehart and Winston.

4. Fromkin, V. A. (ed.) 2000. Linguistics: An Introduction to Linguistic Theory. Oxford:

Blackwell Publishers Ltd.

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SUGGESTED READINGS:

1. Krishnaswamy, N. et al. 2000. Modern Applied Linguistics: An Introduction. Chennai:

Macmillan India Ltd.

2. O’ Grady, W. et al. 2010 (6^th edition). Contemporary Linguistics: An introduction.

Boston Mass: Bedford, St. Martins.

3. Radford, A. et al. 1999. Linguistics: An introduction. Cambridge: Cambridge University Press.

4. Trask, R. L. 2003. Language: The Basics. London and New York: Routledge.

5. Verma, S. K. and Krishnaswamy, N. 1989. Modern Linguistics: An Introduction. Delhi:

Oxford University Press.

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PHONETICS AND PHONOLOGY SESSION 2020-21

 To impart the knowledge about notions of phonetics and phonology.

 To have the knowledge of description and classification of speech sounds.

 To have the knowledge of different types of sound change.

 Understand the basic concepts of Phonetics and Phonology

 Know the criteria of description and classification of speech sounds.

 Understand the phonemic and phonetic transcription.

UNIT I

A. Phonetics: Definition, Nature and Scope B. Organs of Speech

C. Initiation of Speech: Pulmonic, Glottalic and Velaric D. Phonation: Voiceless, Voiced, Whisper and Murmur UNIT II

A. Description and Classification of Speech Sounds- Manner of Articulation B. Description and Classification of Speech Sounds- Place of Articulation C. Classification of Vowels and Diphthongs

D. Syllables and its Structure: Onset, Peak and Coda UNIT III

A. Understanding Phone, Allophone and Phoneme B. Suprasegmental Features: Stress, Pitch, Juncture

C. Phonological processes: Assimilation, Dissimilation, Metathesis and Gemination D. Transcription: Phonetic and Phonemic

1. Abercrombie, D. 1982. Elements of General Phonetics. Edinburgh: Edinburgh University Press.

2. Ball, M. J. and Rahilly, J. 1999. Phonetics: The Science of Speech. London: Arnold.

3. Clark, J. and Yallop, C. 1990. An Introduction to Phonetics and Phonology. Oxford:

Basil Blackwell.

4. Jones, D. 1976. An Outline of English Phonetics. Cambridge: Cambridge University Press.

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5. Ladefoged, P. 2002. A Course in Phonetics. Singapore: Thomson Asia.

6. Lass, R. 1984. Phonology: An Introduction to Basic Concepts. London: Cambridge University Press.

1. Burton, Strang. et al. 2012. Linguistics for Dummies. Toronto: J. Willey & Sons Canada Ltd.

2. Sethi, J. and Dhamija, P. V. 1999. A Course in Phonetics and Spoken English. New Delhi: Prentice Hall.

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MORPHOLOGY SESSION 2020-21

 To know about the various concepts in Morphology.

 To impart the knowledge of the processes of word formation.

 Understand the various concepts of Morphology.

 Know various morphological processes with special reference to media.

UNIT I

A. Morphology: An Introduction

B. Morpheme, Morph, Allomorph; Free and Bound Morpheme C. Types of Affixes

D. Conditioning of Allomorphs UNIT II

A. Root, Base and Stem

B. Defining Words; Types of Words-Simple, Complex and Compound C. Hierarchy in Affixation Process- Class I and Class II Affixes

D. Morphemic Analysis: Segmentation and Grouping UNIT III

A. Word Formation Processes- Coining, Conversion, Clipping, Back Formation, Onomatopoeia, Borrowing and Acronym

B. Compounding: Endocentric, Exocentric, Copulative and Appositive C. Reduplication: Full, Partial and Empty

D. Word Formation in Media.

1. Carstairs-McCarthy, A. 2002. Introduction to English Morphology: Words and their Structure. Edinburgh: Edinburgh University Press.

2. Katamba, F. 1993. Morphology. London: Macmillan Press Limited.

3. Lieber, R. 2010. Introducing Morphology. Cambridge: Cambridge University Press.

4. Mathews, P.H. 1991. Morphology. Cambridge: Cambridge University Press.

1. Bauer, L. 1998. Introducing Linguistic Morphology. Edinburgh: Edinburgh University Press.

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2. Bloch, B. and Trager, G.L. 1942. An Outline of Linguistic Analysis. Baltimore: Linguistic Society of America.

3. Fabregas, A. and Sergio, Scalise. 2012. Morphology: From Data to Theories. Edinburgh:

Edinburgh University Press.

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INDTRODUCING FOLK CULTURE SESSION 2020-21

 To understand the basic concepts of folk culture and literature.

 To understand the various folk genres.

 To discuss the Linguistic features of Folk Narratives.

 Identify different types of folk genres.

 Know folk literature and its various forms.

 Know Folk Narratives in social context.

UNIT-I

A. Definition, Meaning and Scope of Folk Culture B. Folk Culture: Notions of Homogeneity, Orality etc.

C. Folk Life: Ethnic and Occupational Group D. Folk Artefacts

UNIT-II

A. Folk Culture and Its Forms- Songs, Narratives, Arts and Performing Art

B. Folk Songs: Ceremonial Songs (Life cycle, Occupational, Travels), Ballads, Epic C. Linguistic Features of Folksongs

D. Folk Narratives: Tales- Fairy tales, Fables, Trickster Tales etc.; Myth; Legends;Riddles;

Proverbs UNIT -III

A. Linguistic Features of Folk Narratives

B. Discourse Patterns of Qissagoi and Dastangoi

C. Performing Art: Folk dances, Folk theatre-Kathputli, Tamasha etc.

D. Indian Folk Festivals.

 Bhatia, Tej K. 2011. Advertising & Marketing in Rural India: Language, Culture, and Communication. New Delhi: Macmillan.

 Bronner. S. J. 2011. Explaining Traditions. Kentucky: The University Press of Kentucky.

 Handoo,J.L.1998.Folkore in Modern India. CIIL, Mysore Publication.

 Thomas. R. M. 2001. Folk Psychologies Across Cultures. London: Sage.

 Vishnu, P. 2012. Paschimi Hindi kiBoliyon Ka Lok-Sahitya: EkSankalan. New Delhi:

Bahri Publications.

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1. Lynne, S. M. 2013. Folklore Rules: Fun, Quick, and Useful Introduction to the Field of Academic Folklore Studies. Logan: Utah State University Press.

2. Paddy, Bowman. and Lynne, Hamer. 2011. Through the Schoolhouse Door: Folklore, Community, Curriculum. Logan: Utah State University Press.

3. Paniker, K. Ayyapa. 2003. Indian Narratology. New Delhi: Indira Gandhi National Centre for the Arts.

4. Sims C., Martha and Stephens, Martine. 2005. Living Folklore: An Introduction to the Study of People and their Traditions. Logan: Utah State University Press.

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HISTORY OF ADVERTISING (DISCIPLINE CENTRIC ELECTIVE)

SESSION 2020-21

 To study the various stages of development of Advertising.

 To study the role of advertising in promoting products through times.

 To know the role of Social Media in Advertisement.

COURSE OUTCOMES: After the completion of the course students shall be able to:

 Have an undertaking of Advertising from pre-printing period to period of expansion.

 Understand the evolution of Advertising.

 Have an idea of Advertising in global context.

UNIT-I

A. Origin of Advertising: An Overview B. Advertising in Pre Printing Period C. Advertising in Early Printing Period D. Period of Expansion

UNIT-II

A. Pre- Printing Advertising: Iconic; Oral Advertising-Town Criers and the Tradition of Manadi

B. Early Printing Period: The Invention of Printing Press and its Impact on Advertising C. Period of Expansion: Advertisements in Newspapers – Local; Provincial; National and

Global

D. Period of Expansion: Social and Commercial Advertising UNIT-III

A. Advertising in the West: An Overview B. Advertising in India: An Overview C. History of Social Media Advertising D. Basic Principles of Advertising ESSENTIAL READINGS:

1. De Mooij, M. K., and Keegan, W. J. 1991. Advertising worldwide: Concepts, theories, and practice of international, multinational, and global advertising. New York: Prentice Hall.

2. Fatihi, A.R. 1991. The Language of Advertising and TV Commercials. New Delhi: Bahri Publications.

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3. Vilanilam, J. V. and Varghese, A.K. 2004. Advertising basics: A Resource Guide for Beginners. New Delhi: Response Books-A Division of Sage Publications.

4. Tungate M. 2007. ADLAND: A Global History of Advertising. London: Kogan Page Publishers.

1. Aumueller, F. O. 1922. The Mechanics of Advertising. Milwaukee: The Cramer-Krasselt Co.

2. Beasley, R., and Danesi, M. 2002. Persuasive signs. The semiotics of advertising. Berlin, New York: Mouton de Gruyter.

3. Rege, G. M. 1984. Advertising, Art and Ideas. New Delhi: Ashutosh Prakashan.

4. William, M. O'Barr. 2005. A Brief History of Advertising in America. New York: The Advertising Educational Foundation.

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HISTORY OF MARKET AND MEDIA (DISCIPLINE CENTRIC ELECTIVE)

SESSION 2020-21

 To discuss the origin and development of marketing.

 To discuss the concept of print media and emergence of electronic media.

 Know about the origin of marketing.

 Know the differences between print media and electronic media.

 Know about the influences of television in marketing and social media.

UNIT-I

A. Origin and development of Marketing: An Overview B. Bartering system

C. Marketing in Currency Age D. Digital Marketing

UNIT-II

A. Printing Media: its influence and impact B. Print Media: An Overview

C. Emergence of Radio D. Emergence of Television UNIT-III

A. Influence of Television in Market B. Emergence of Television in India C. Commercial Television: An Overview

D. New Media/ Social Media: Emergence and Impact ESSENTIAL READINGS:

1. Chester, G. et al. 1971.Television & Radio. New York: Appleton-Century-Crofts.

2. White, T. 2005 (4^th edition). Broadcast News: Writing, Reporting & Producing. Boston:

Mass Elsevier/Focal Press.

3. Zettl, H. 2006 (9^th edition).Television Production Handbook. Balmont CA: Thomas Wadsworth.

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1. Boyd, A. 2001 (5^th edition). Broadcast Journalism, Techniques of Radio & Television News. Oxford, Boston: Focal Press.

2. Deiss, Ryan. 2017. Digital Marketing for Dummies (for Dummies (Business and Personal Finance)). New Jersey: John Wiley & Sons, Inc.

3. Jon, Wueben. 2017. Future Marketing: Winning in the Prosumer Age. Content Launch Press (www.contentlaunch.com)

4. Maw Jeanette, McMartry. 2017. Marketing for Dummies. New Jersey: John Wiley &

Sons Inc.

5. Ravindranath, P. K. 2004. Lectures on Broadcast Journalism. New Delhi: Authorspress.

6. Stuart, J. 2013. Television can also be a factor in Language Change: Evidence from an Urban Dialect. Vol. 89: 3.

7. Jan, Z. and Alig, D. 2017 (4^th edition). Social Media Marketing All-in-One for Dummies (for Dummies (Business and Personal Finance)). New Jersey: John Wiley & Sons, Inc.

(Paperback)

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MEDIA TYPOLOGY SESSION 2020-21

M. A IN LAMM (2^nd SEMESTER) CREDITS: 04

 To provide the various concepts of media typology.

 To understand the uses of language in the context of Media.

 To know about Media Semiotics.

 Understand the use of linguistic features in various media.

 Understand the relationship between Semiotics and Media.

 Understand the language of new media.

UNIT I

A. Media: Basic Concepts

B. Electronic Media and Its Types: Television, Radio, New Media etc.

C. Print Media and Its Types: Magazines, Graphic Novels, Pamphlets etc.

D. News Media and Its Types: News Papers and News Channels UNIT II

A. Language used in News media: Newspaper, Newsletters B. Language used in Journals, Periodicals and Magazines C. Language used in Comics, and Graphic Novels

D. Language used in Bills, Pamphlets etc.

UNIT III

A. Semiotics of Visual language

B. Sign as Pictures and Sign as Words: Language used in Television, Film and News Channels

C. Semiotics of the Audio language: Radio

D. Language of New Media: Internet, Blogs, Website ESSENTIAL READINGS:

1. Bell, Allan. 1991. The Language of News Media. Oxford: Blackwell.

2. Bignell, Jonathan. 2002. Media Semiotics: An Introduction. Manchester: Manchester University Press

3. Danesi, Marcel. 2002. Understanding Media Semiotics. London: Arnold

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1. Bell, Allan and Peter Garrett (eds.) 1998. Approaches to Media Discourse. Oxford:

Blackwell.

2. Birch, D. and O’Toole, M. 1987. Functions of Style. London: Printer Publishers.

3. Crystal, D. 2008. Texting: The Gr8 Db8. Oxford: Oxford University Press.

4. Eco, Umberto. 1979. A Theory of Semiotics. Houndmills: MacMillan.

5. Fairclough, Norman. 1995. Media Discourse. London: Edward Arnold.

6. Fernande Saint-Martin. 1990. Semiotics of Visual Language. Indiana: Indiana University Press.

7. Manovich, Lev. 2001. The Language of New Media. Massachusetts: Massachusetts Institute of Technology Press.

8. Pichler, Wilfried. 2001. The Language of Pictures in Print Media Advertising. Hamburg:

Diploma Thesis. Hamburg: Diplomica GmbH, Printed in Germany.

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LANGUAGE, MEANING AND CONTEXT SESSION 2020-21

 To know about semantics and its use in different domains.

 To know the types of meaning.

 To know the different levels of meaning: Lexical, Grammatical and Syntactic.

COURSE OUTCOMES: After the completion of the course, students shall be able to:

 Understand various theories of meaning.

 Understand the lexical semantics, ambiguity and vagueness.

 Understand various levels of semantics.

UNIT I

A. Meaning and Context in Field of Semantics B. Reference and Sense; Denotation and Connotation C. Meaning Types; Sense Relations

D. Theories of Meaning UNIT II

A. Lexical Semantics- Semantic Fields; Componential Analysis; Marked and Unmarked terms

B. Sentence, Utterance and Proposition C. Compositionality and Its Limitations D. Ambiguity and Vagueness

UNIT III

A. Truth-Conditional Semantics: Tautology and Contradiction, Entailment and Presupposition

B. Utterance Meaning & Speech Acts C. Text and Context; Cohesion D. Semantics and Grammar ESSENTIAL READINGS:

1. Akmajian, A. et al. 2010 (6^th edition). Linguistics: An Introduction to Language and Communication. New Delhi: Prentice-Hall of India Pvt. Ltd.

2. Leech, G. 1977. Semantics: The Study of Meaning. Baltimore: Penguin

3. Lyons, John. 1981. Language, Meaning and Context. London: Fontana Paperbacks.

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1. Allan, K. 1986. Linguistic Meaning (2 Volumes). London: Routledge.

2. Grice, H.P. 1975. Logic and Conversation. In Cole, P. and J. Morgan (ed.) Syntax and semantics. New York: Academic Press.

3. Kempson, R. M. 1977. Semantic Theory. Cambridge: Cambridge University Press.

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INTRODUCING FOLKLORE SESSION 2020-21

 To understand the various concepts of Folklore.

 To understand the concepts of Myth.

 To know about various theories of Folklore and Folk Studies.

 Know how to distinguish different genres of folk studies.

 Know how to analyze folk tales according to the cultural functions of folk studies.

UNIT I

A. Definitions, Concepts and Scope of Folklore B. Fields of Folklore and Folklife Studies

C. The Lore of Folklore: Material, Verbal and Customary Lore D. Children Folklore: Folk games, Lullaby etc.

UNIT II

A. Folklore Studies in India

B. Definition and Characteristics of Myth C. Origin and Classification of Myth D. Functions and Study of Myth UNIT III

A. Mythological Theory; Historical – Geographical Theory; Functional Theory B. Psycho Analytical Theory; Structural Theory

C. Oral Formulaic Theory; Genre Theory; Contextual Theory D. Performance Theory; Theory of Nativism

1. Bhatia, Tej K. 2011. Advertising & Marketing in Rural India: Language, Culture, and Communication. New Delhi: Macmillan.

2. Bronner S.J. (ed). 2007. The Meaning of Folklore. Logan, Utah: Utah State University Press.

3. Bronner. S. J. 2011. Explaining Traditions. Kentucky: The University Press of Kentucky.

4. Green, T. A. 1997. Folklore. California: ABC-CLIO.inc.

5. Handoo,J.L.1998.Folkore in Modern India. CIIL, Mysore Publication.

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6. Vishnu, P. 2012. Paschimi Hindi kiBoliyon Ka Lok-Sahitya: EkSankalan. New Delhi:

Bahri Publications

7. Dundes, Alan. 1975.Meta folklore and oral literary criticism in Analytical essays in folklore. Mouton: The Hague.

8. Propp. V. 1997. Theory and History of Folklore. Minnesota: University of Minnesota.

9. Thomas. R. M. 2001. Folk Psychologies Across Cultures. London: Sage.

1. Birdwhistell, Ray. 1970. Kinesics and Context. Philadelphia: University of Pennsylvania Press.

2. Bloch, Maurice. 1991. Language, Anthropology and Cognitive Science. In Royal Anthropological Institute, Hamburg volume 26, No. 2: 183-189.

3. Nashipudi, Mohmed Hanif. 2012. Web 2.0 And Folksonomy, In International Journal of Digital Library Services ,Vol.2: 1

www.ijodls.in/uploads/3/6/0/3/3603729/3_mohmedhanif__29-35_.pdf

4. Randviir, A. 2004. Mapping the World: Towards a Socio Semiotic Approach to Culture.

Tartu: Tartu University Press.

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DIGITAL COMMUNICATION (DISCIPLINE CENTRIC ELECTIVE)

SESSION 2020-21

 To understand the process in Communication Model.

 To discuss various nuances of verbal and non-verbal Communication.

 Apply the knowledge of signals and evaluate the performance of digital communication system.

 Apply the knowledge of digital understanding to describe the error control codes.

UNIT I

A. A Digital Communication System: Encoding Process, Channel, Decoding Process B. Encoding Process: Encoder + Idea+ Internal Noises = Transmission

C. Verbalization of Idea: Creativity, Concepts, Prejudices, D. The Notion of Internal Noises: Coping with Internal Noises UNIT II

A. The Principal Communication Channels :Nonverbal, Oral, Written and Electronic B. Digital Channels: Speaking Situation with Remote Audience

C. Computer Mediated Communication: Websites, Video, Audio, or Animated Multimedia, Video-Conferencing

D. The Notion of External Noises in Digital Communication UNIT III

A. Decoding in Saussure's Model of Oral Communication (Speech Circuit)

B. Types of Decoding: Hegemonic Decoding (Total Acceptance),Negotiated Decoding (Partial Acceptance),Oppositional Decoding( Total Rejection)

C. Interpretation of Sign in Decoding: Phonological and Syntactic D. Interpretation of Sign in Decoding: Semantic and Pragmatic ESSENTIAL READINGS:

1. Knapp, M. L. and Hall, J. A. 2002 (5^th edition). Non-verbal communication in Human Interaction. New York: Harcourt Brace Jovanovich.

2. Mitra. A. 2010. Digital. New York: Chelsea House.

3. Musburger R. B. 2007. An Introduction to Writing for Electronic Media. Amsterdam:

Elsevier.

4. Taiwo. W. 2010. Discourse Behaviour and Digital Communication. New York:

Information Science Reference.

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1. Crystal, D. 1987. The Cambridge Encyclopedia of Language. Cambridge: Cambridge University Press.

2. Hall, Stuart. 1973. Encoding/decoding, In Centre for Contemporary Cultural Studies:

Culture, Media, Language (Working Papers in Cultural Studies), 1972-79 London:

Hutchinson, pp. 128-38.

3. Miller, Katherine. 2005 (2^ndedition). Communication Theories: Perspectives, Processes, and Contexts. Boston: McGraw-Hill Higher Education.

4. Thurlow, Crispin & Mroczek, Kristine (eds.) 2011. Digital Discourse: Language in the New Media. New York: Oxford University Press.

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FUNDAMENTALS OF MARKETING SESSION 2020-21

M. A IN LAMM (2^ndSEMESTER) CREDITS: 04

 To understand the basic concepts and types of Marketing- the fundamentals of business.

 To understand how markets work and how managers respond to the market.

 How linguistic elements are maneuvered in marketing.

 Demonstrate the understanding of marketing terminology and concepts.

 Identify wants and environmental factors that shape marketing activities for certain target markets.

 Demonstrate knowledge of the individual components of a marketing mix.

UNIT I

A. Marketing: Definition, Concept and Scope B. History of Marketing: Bartering to On line

C. Types of Marketing: Door to door, On line, Phone –marketing, social marketing, Environmental marketing

D. Marketing Strategy: Segmentation and Positioning UNIT II

A. Managing Customer: What, Why and How?

B. Marketing and Consumer Behavior

C. Relevance of socio economic factors to Consumer Behavior D. Consumer’s Perception: Iconicity and indexicality

UNIT III

A. Brand Name and Brand Image B. Logo Designing

C. Color semiotics in marketing D. Value creation and false marketing ESSENTIAL READINGS:

1. R.S. Davar: Modern Marketing Management (New Delhi: Universal Book Stall).

2. B.M Ahuja: Advertising (New Delhi: Subject Publications) SUGGESTED READINGS:

1. J.D. Littlefied: Readers in Advertising (pt. Paul: West Publications co.).

2. J.S. Wright, W.L Winter and S.k Zeigler: Advertising (New Delhi: Tata McGraw Hills Publishing C. Ltd.)

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DEPARTMENT OF LINGUISTICS LANGUAGE AND CULTURE

(OPEN ELECTIVE) SESSION 2020-21

PAPER CODE: OLA-2091 SESSIONAL MARKS: 30

 To understand the relationship between language and culture.

 To provide understanding about language variation, social class and race.

 Understand how language and culture interact.

 Know about the role of social factors in language use.

UNIT I

A. Language and Culture

B. Milroy’s Notion of Community Network C. Speech Community

D. Meaning as Sign and Meaning as Culture UNIT II

A. Ethnography of Communication B. Diglossia

C. Orality and Literacy

D. Language Variation: Social Class and Race UNIT III

A. Language and Gender

B. Cross-Cultural Communication

C. Acquisition of Language and Communicative Competence D. Multilingualism

1. Graddol, D., Thompson, L., and Byram, M. (eds.). 1993. Language and culture.

Clevedon: Multilingual Matters.

2. Kramsch, C. 1998. Language and Culture. Oxford: Oxford University Press.

3. Lyons, John,1981. Language and Linguistics. Oxford: Oxford University Press.

1. Byram, M., and Morgan, C. 1994. Teaching-and-learning language-and-culture.

Clevedon, United Kingdom: Multilingual Matters.

2. Stanlaw, James, Nobuko, Adachi., and Zdenek, Salzmann. 2018. Language, Culture, and Society: An Introduction to Linguistic Anthropology, New York: Routledge.

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CREATIVITY IN LANGUAGE OF ADVERTISING MEDIA AND MARKET SESSION 2020-21

M. A IN LAMM (3rd SEMESTER) CREDITS: 04

PAPER CODE: LAM-3001 SESSIONAL MARKS: 30 END-SEMESTER: 70

TOTAL = 100 COURSE OBJECTIVES:

 To understand the creative processes in advertising.

 To provide practical knowledge of various shades of copywriting.

 Apply creative processes and strategies in advertising media.

 Develop critical understanding of creative advertising.

 Understand the gap between strategy and execution.

UNIT I

A. The Notion of Creativity; The Process of Creation: Intentional and Unintentional Creativity

B. Steps of Creative Processes, CAN elements of creative advertisements.

C. Idea generation techniques; Brainstorming, Creative Aerobics D. Creative Brief; the Bridge between Strategy and Execution UNIT II

A. What is Copy Writing, Types and Characteristics B. Principal of Copy Writing

C. Copy Writing Techniques D. Rules of Copy Writing UNIT III

A. Writing Copy for Print Media; Elements of Print Advertisements

B. Slogans; Basis for Slogan Writing, Function of Slogan, Persuasion in Slogan C. Television Advertising Formats: Television Copy Guidelines

D. Advertisement Layout ESSENTIAL READING:

1. Micheal Ray and Rochelle Myers. 1986. Creativity in Business. New York: Broad way books.

2. Pricken Mario.2008.Creative Advertising. United Kingdom: Thames and Hudson Ltd.

3. Sullivan, L.2008. Hey, Whipple, Squeeze This: A guide to Creating Great Advertising NJ: John Wiley &Sons.

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SUGESSTED READINGS:

1. Robert Ashton. 2012.Successful Copy Writing. London: Hodder Education

2. Joseph Sugarman. 1998. Advertising Secrents of the written word. Las Vegas: Delstar Book.

3. Andy Maslen. 2010. The Copy Writing Source book. London: Marshall Cavendish International.

4. Mark Shaw. 2012. Copy Writing. London: Lavrence King

5. Pamda Brook. 2002. Writing Advertising Copy. Hampshire: Rowmark.

6. Bryan Einsenberg, Jeffrey Eisenberg, et al. 2006. Persuasive Online Copy Writing. New York: Future Now

7. Teressa Iezzi. 2010. The Idea Writer. New York: Palgrave.

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ADVERTISING TYPOLOGY SESSION 2020-21

M. A IN LAMM (3^rd SEMESTER) CREDITS: 04

 To understand the concepts and types of Advertising.

 To understand the model of advertising and its need.

 To understand, how linguistic elements are maneuvered in advertising?

 Differentiate and comprehend different types of advertising.

 Provide state of the art strategies of designing Advertisement vis a vis market.

 Use the correct lexicon for persuasive communication in advertising.

UNIT I

A. Advertising: Product, Corporate, Social, and Financial advertising.

B. Advertising: Print, Electronic, Outdoor, New-media, and Guerrilla advertising.

C. Advertising: Local. National and International advertising.

D. Advertising : Rural and Urban UNIT II

A. Linguistic features of corporate, social, product, and financial advertising

B. Disjunctive syntax in the language of print, electronic outdoor, new-media, and guerrilla advertising

C. Lexical cohesion in the language of local, national and international advertising.

D. Linguistic features of rural and urban advertising UNIT III

A. Placement of sign in various types of advertising B. Visual modality in distinctive advertising

C. Framing and Social distance in advertising D. Color semiotics in advertising

1. Beasley, R. and Danesi, M. 2002. Persuasive Signs: the Semiotic of Advertising. Berlin:

Moutor de Gruyter.

2. Bernestein, D. 1999. Advertising Outdoors: watch this Space!. London: Phaidon.

3. Bignell, J. 2002. Media Semiotics: an Introduction. Manchester: Manchester University Press.

4. Cook, G. 1992. The Discourse of Advertising. London: Routledge.

5. Durant, A. and Lambrou, M. 2009. Language and Media. London: Routledge.

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6. Dyer, G. 1986. Advertising as Communication. London: Routledge.

7. Eco, Umberto. 1979. A Theory of Semiotics.Houndmills: MacMillan.

8. Fatihi. A. R. 2014. Language of Advertising. New Delhi: Lakshmi Publisher SUGGESTED READINGS:

1. Delin, A. 2000. The Language of Everyday Life. London: Sage.

2. Fiske, J. 1990. (2^nd edition) Introduction to Communication Studies. London: Routledge.

3. Hodge, R. and Kress, G. 1993. Language as Ideology. London: Routledge.

4. Kress, G. 2010. Multimodality: A Social Semiotic Approach to Contemporary Communication. London: Routlege.

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STYLISTICS SESSION 2020-21

 To provide the understanding of the concept of stylistic variations.

 To apprise learners the significance of stylistics in Media.

 Understand the various styles of language used in Media.

 Understand stylistics and its applications in media.

UNIT-I

A. Stylistics- Definition & Scope B. Style in Language

C. Stylistics and its relation with Pragmatics D. Stylistics and its relation with Semiotics UNIT-II

A. Linguistics and Literature

B. Approaches to Literature: Literary, Linguistic and Semiotic.

C. The Use of Language in Literature: Figurative and Representative D. Stylistic Analysis of Literary Texts/ Discourse

UNIT-III

A. Stylistic and its Relevance to Media B. Use of Stylistics in Advertising

C. Use of Stylistics in News/ feature products D. Use of Stylistics in Cinema/Soaps

1. Sebeok, T. A. (ed.) 1960. Style in Language. Cambridge: Massachusetts Institute of Technology Press.

2. Wales, K. 1989. A Dictionary of Stylistics. London: Longman.

3. Widdowson, H.G. 1992. Practical Stylistics. Oxford: Oxford University Press.

1. Dirven, Rene and Porings, Ralf. 2009. Metaphor and Metonymy in Comparison and Contrast. Berlin: De Gruyter Mouton.

2. Duskaeva, L. 2011. Media Stylistics: The New Concept or New Phenomenon. In Russian Journal of Communication, 4(3-4), pp. 229-250. Jeffries, L. and Mclntyre. 2010. Stylistics.

Cambridge: Cambridge University Press.

3. Kumar,S. (ed.) 1987. Stylistics and Text Analysis. New Delhi: Bahri Publication.

4. Warsi, M. J. 1998. Pedagogical Stylistics Indian Linguistics, Vol. 59, No. 1-4.

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DEPARTMENT OF LINGUISTICS FOLK MARKETING

SESSION 2020-21

 To provide fundamentals of Folk Marketing.

 To provide knowledge of various marketing strategies.

COURSE OUTCOMES: On completion of the syllabus students shall be able to:

 Comprehend the use of folk marketing strategies in various socio-economic contexts.

 Understand the communication strategies of folk marketing in media.

UNIT I

A. Folk Marketing : Basic Concepts B. Word of Mouth (WOM) Marketing

C. WOM and Community Marketing; Geeks, Mavens, Alpha users, Customer Evangelists and Fanboys

D. Folk Taxonomy and Folk Sonomy UNIT II

A. Folk Taxonomy: Knowledge , Social Interaction and Passion B. Socio-Semiotics and Societal Theories in Folk Marketing C. Communication Strategies in Folk Marketing

D. Conversational Marketing and Folk Marketing : Similarities and Dissimilarities UNIT III

A. Language of Folk Market

B. Folk Market: Verbal Marketing Tools

C. Folk Market: Non-Verbal Marketing Tools (Puppet show and magic show and Busking) D. Folk Market: Language of Seller and Buyer

1. Berlin, Brent, Dennis E. Breedlove and Peter H. Raven. 1966. Folk taxonomies and Biological Classification, In Science, 154, 273-275.United States: Amercan Association for the Advancement of Science.

2. Bronner. S. J. 2011. Explaining Traditions Kentuchy. The University Press of Kentuchy.

3. Dundes, Alan. 1975. Meta Folklore and Oral Literary Criticism, in Analytical essays in Folklore. Mounton: The Hague.

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4. Ehlert, Lois. 2002. Market Day: A Story Tolk With Folk Art. Houghton Mifflin Harcourt;

Reprint edition.

5. Milner, M. 2004. Freaks, Geeks and Cool Kids. London: Routledge.

6. Pustz, M. J. 1999. Comic Book Culture: Fanboys and True Believers. Jackson: University of Mississippi Press.

7. Randviir, A. 2004. Mapping the World: Towards a Socio Semiotic Approach to Culture.

Tartu: Tartu University Press.

8. Thomas. R. M. 2001. Folk Psychologies Across Cultures. Sage: London.

9. Wal, T.V. 2007. Folksonomy. http://vandewal.net/folksonomy.html/

10. Wang, Cheng Lu. 2017. Exploring the Rise of Fandom in Contemporary Consumer Culture (Advances in marketing, Customer Relationship Management, and E-Services), IGI global.

1. Arnoud, E. J. and Thompson, C J. 2005. Consumer Culture Theory (CCT): Twenty Years of Research, In Journal of Consumer Research, 31(4), Oxford: Oxford University Press.

2. Bloch, Maurice. 1991. Language, Anthropology and Cognitive Science. In Journal of the Royal Anthropological Institute, volume 26, No. 2.pp. 183-189.Wiley Online Library.

3. Bouissac, Paul (ed.) 1998. Encyclopedia of Semiotics. Oxford: Oxford University Press 4. Collins, N and Murphy, J. 2009. A Theoretical Model of Customer Evangelism. Paper

presented at the Australia and New Zealand Marketing Academy Conference, Melbourne, Australia.

5. Dundes, Alan. 1975. Meta Folklore and Oral Literary Criticism, in Analytical essays in Folklore. Mounton: The Hague.

6. Halliday, M. A. K. 1978. Language as social semiotic: The social interpretation of language and meaning. Baltimore: University Park Press.

7. Kristiansen, Gitte and Dirven, Reven (eds.), 2008.Cognitive Sociolinguistics: Language Variation, Cultural Models, Social Systems. Berlin, New York: Mouton de Gruyter.

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DEPARTMENT OF LINGUISTICS LANGUAGE IN PRINT ADVERTISING

(DISCIPLINE CENTRIC ELECTIVE) SESSION 2020-21

 To understand the historical development of Print Advertisement.

 To understand the importance of linguistic tools used in print advertisement.

 Design effective communication strategies for Print Advertisement.

 Understand and use linguistic creativity in Print Advertisement.

UNIT-I

A. History of Printing: From Palm Leaves to Paper Printing B. The History of Newspaper Printing

C. The History of Printing in India

D. Language, Sentence and Structural Variations in Print Advertising.

UNIT-II

A. Print Advertising: An Overview B. Advertising in National Newspaper

C. Advertising in Local Newspaper and Regional Newspaper D. Language Effectiveness in Print Advertisements

UNIT-III

A. Linguistic Creativity in Print Advertising B. Language Mixing in Indian Print Advertising

C. Principles, Strategies, and Anatomy of Creative Writing in Print Advertising D. The Language of Advertising Claims

1. Krishna, Aradhne. et al. 2008. Language Choice in Advertising to Bilinguals:

Asymmetric Effects for Multinationals versus Local Firms. In Journal of Consumer Research, Vol. 35, No. 4. pp.692-705.

2. Lapsanska, Jana. 2006. The Language of Advertising with the concentration on the Linguistic Means and the Analysis of Advertising Slogans; Diploma Thesis; Comenius University. Bratislava

3. Schrank, Jeffrey. 2012. The Language of Advertising Claims. (Essay On Internet as Handouts)

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4. Van Hout, T. and Cotter, C. 2014. Print Media Discourse. In K. Tracy, C. Ilie& T.

Sandell (eds.). The International Encyclopedia of Language and Social Interaction.

London: Wiley-Blackwell.

1. Fiser, David. 2007. Linguistic Creativity in the Language of Print Advertising; Bachelor Dissertation, Pardubice: University of Pardubice.

2. Martin, Elizabeth. 2008. Language-Mixing in French Print Advertising. In Journal of Creative Communications 3:1, 49-76, California: Sage Publications..

3. McKay, Jenny, 2000. The Magazines Handbook. Melbourne: Routledge.

4. Motes, W. H. Milton, C. B. and Fielden, J. S. 1992. Language, Sentence and Structural Variations in Print Advertising, In Journal of Advertising Research, pp. 63-77.

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DEPARTMENT OF LINGUISTICS LANGUAGE IN DIGITAL ADVERTISING

(DISCIPLINE CENTRIC ELECTIVE) SESSION 2020-21

 To provide an understanding of Digital Marketing.

 To provide knowledge about language used in Social Media advertising.

COURSE OUTCOMES: After successfully completing the syllabus students shall be able to:

 Design effective advertising strategies for online/digital and other multimedia communication.

 Successfully create modules of an ad campaign.

UNIT-I

A. Digital Marketing: An Introduction.

B. Web Marketing C. Online Advertising

D. Social Media Marketing (Facebook and LinkedIn) UNIT-II

A. Adwords Advertising, Analytics and Applications B. Micro Blogging – Twitter

C. Copy Writing for the Web, Social Media and Mobiles D. Search Engine Optimization (SEO).

1. Chaffey, Dave and Fiona Ellis Chadwik. Dec, 2012 (5^th edition). Digital Marketing Strategy, Implementation and Practice. London, England: Pearson (Online)

2. Margolis, Jonathan. 2008. Guerrilla Marketing for Dummies. New Jersey: John Wiley &

Sons Ltd.

3. Maw, Jenette and McMurthy. 2017. Marketing for Dummies. New Jersey: John Wiley &

Sons Ltd.

5. Musburger R. B. 2007. An Introduction to Writing for Electronic Media. Amsterdam:

Elsevier.

6. Taiwo. W. 2010. Discourse Behaviour and Digital Communication. New York:

7. Thurlow, Crispin & Mroczek, Kristine (eds.) 2011. Digital Discourse: Language in the New Media. New York: Oxford University Press.

8. Zagler, Zig and Hayes, J. P. 2011. Network Marketing for Dummies. Somerset: John Wiley & Sons Ltd.

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1. Safko, Lon and David K. Brake. 2009. The Social Media Bible: Tactics, Tools, and Strategies for Business Success. Hoboken, New Jersey: John Wiley & Sons Canada Ltd.

2. Singh, Shiv. 2010. Social Media Marketing for Dummies. Ontario: John Wiley & Sons Canada Ltd.

3. Walter, Ekaterian and Jessica Gioglio. 2014. The Power of Visual Storytelling. New York: McGraw Hill Professional.

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DEPARTMENT OF LINGUISTICS

DISCOURSE PATTERN IN ADVERTISING, MEDIA AND MARKET SESSION 2020-21

M. A IN LAMM (4^th SEMESTER) CREDITS: 04

 To provide detailed understanding of Discourse patterns.

 To provide useful methods and theoretical implications in the context of advertising, media and market.

 Understand and comprehend the discourse patterns and its applications.

 Understand the linguistic relevance in Advertising discourse.

UNIT I

A. The Notion of Discourse Analysis, Levels of Analysis B. Methodology of Discourse Analysis.

C. Advertising as a discourse of persuasion; Ethos, Logos and Pathos D. Figurative Discourse (figures of speech)

UNIT II

A. Notion of text; Qualities of text B. Standards of textuality

C. Cohesion, Coherence, Dexis and Cohesive Markers.

D. Elements of Advertising Discourse.

UNIT III

A. Graphic representation in Advertising discourse B. Phonological Patterns of advertising discourse.

C. Morphological and Syntactic pattern in advertising discourse D. The Semantic Relevance in advertising discourse

1. Cook, G. 1992. The Discourse of Advertising. London: Routledge.

2. Coupland, N. (ed.). 1988. Styles of Discourse. London: Croom Helm

3. Coupland, N. and A. Jaworski. 2001. Discourse, In Paul Cobley (ed.) The Routledge Companion to Semiotics and Linguistics. London and New York: Routledge.

4. Fairclough, Norman. 1995. Media Discourse. London: Edward Arnold.

5. James Paul Gee and Michael Handford. 2012: The Routledge Handbook of Discourse Analysis. Routledge: New York.

6. Nicola Woods, 2006. Describing Discourse. Hodder Arnold: London.

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1. Blommaert, J. 2005. Discourse: A Critical Introduction. Cambridge: Cambridge University Press.

2. Cook, Guy. 2001. Discourse. Oxford: Oxford University Press.

3. Schiffrin, D. 1994. Approaches to Discourse. Oxford: Blackwell Publishers.

4. Werth, P. (ed.). 1981. Conversation and Discourse. London: Croom Helm.

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DEPARTMENT OF LINGUISTICS MARKET METAPHORS

SESSION 2020-21

 To provide fundamental concepts of Market Metaphors.

 To foster discussion and understanding of Semiotic Approach of Market Metaphor.

 Define, explain and interpret metaphors.

 Apply linguistic techniques to increase understanding of Market Metaphors.

UNIT I

A. Metaphors: Definition and Scope

B. The Process of Mapping in Metaphors-Tenor and Vehicle C. Conceptual Metaphor Theory (CMT)- Target and Source D. Metaphor and Related Terms

UNIT II

A. Kinds of Metaphor

B. Use of Verbal and Visual Metaphors C. Metaphors in Local Market

D. Metaphors in National Market and International Market UNIT III

A. Semiotics of Metaphor

B. Metaphor and Metonymy: A Semiotic Approach C. Color Metaphors and Animal Metaphors

D. Project

1. Dirven, Rene and Porings, Ralf. (eds.). 2003. Metaphor and Metonymy in Comparison and Contrast. Berlin: De Gruyter Mouton.

2. Forceville, C. 2002. Pictorial Metaphor in Advertising. Routledge: London.

3. Kitchen, P. 2008. Marketing Metaphors and Metamorphosis. New York: Palgrave MacMillan.

4. Lakoff, G. and Johnson, M. 2003. Metaphors We Live By. Chicago: University of Chicago Press.

5. Renton, Nicholas E. 1992. Metaphorically Speaking: A Dictionary of 3,800 Picturesque Idiomatic Expressions. New York: Wraner Books.

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1. Henig, Jeffrey R. 1994. Rethinking School Choice: Limits of the Market Metaphor.

Princeton University Press.

2. Miller, A. 2004. Metaphorically Selling: How to Use the Magic of Metaphors to Sell, Persuade, & Explain Anything to Anyone, Second Edition, Chiron Associates Inc.

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DEPARTMENT OF LINGUISTICS MEDIA SEMIOTICS

SESSION 2020-21

 To provide an understanding of the relevance of Semiotics in the context of Media.

 To apprise learners how to explore the value of Sign system in Media studies.

 Understand the relationship between Semiotics and Media Studies.

 Critically examine the use of Signs in different kinds of Media.

 Compare and Contrast the different features of signification in Media Studies.

UNIT I

A. Media: The Semiotic Approach.

B. Sign Systems, Components of the Sing, Verbal &Nonverbal Signs.

C. Sequence of Linguistic Signs-Visual Signs, Denotation, Connotation &Myth.

D. Myth & Social Meaning, Myth & Ideology.

UNIT II

A. The Advertising Business-Ideology in Ads, Ideology of Ads.

B. The Semiotic Critique of Ads.

C. Analysing Advertisements.

D. The Magazine Business – The Reading subject, Ads and identity, The Limits of Imaginary – Women’s Magazine – The Myth of Good Woman/ Beauty/ Body/

Personality.

UNIT III

A. News in Newspaper and T.V.

B. News and Discourse

C. Mythic Meaning in T.V. News

D. Cinematic Semiotic- Films – Signs and Codes, Film Narrative, Film- Crease, Cinema Spectatorship

1. Bignell, Jonathan. 2002 (2^nd edition). Media Semiotics: An Introduction. Manchester:

Manchester University Press.

2. Chancellor, D. 2007. Semiotics: The Basics. London & New York: Routledge.

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1. Bruhn Jensen, Klaus. 2002. A Handbook of Media and Communication Research.

London & New York: Routledge.

2. Bruhn Jensen, Klaus. 2014. Media Convergence. London & New York: Routledge

3. Tony Thuraites, Lloyd Dairs and Warrick Mules. 2002. Introducing Cultural & Media Studies. New York: Palgrave

4. Warsi, M. J. 2000. Semiotics of Hindi Comics. Linguistic literary, R.E. Asher & Roy Harris (ed.). Piilgris Book, Delhi. P 526-530.

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DEPARTMENT OF LINGUISTICS FOLK ADVERTISING

SESSION 2020-21

 To understand the different concepts of Folk Advertising.

 To provide understanding about creating rural advertisement using folks.

 To understand the needs and challenges of folk advertising.

 Understand folk media and its types.

 Understanding caricatures in Indian folk advertising.

UNIT I

A. Scope and the Field of Folklore B. Heterogeneity in Rural Settings C. Understanding the Rural Audience

D. Creating Advertisement for Rural Audience UNIT II

A. Notion of Folk Media

B. Difference between Folk Media and Media

C. Types of Folk Media-I: Audio (Songs, Narratives, Proverbs, Riddles etc.)

D. Types of Folk Media-II: Visual (Theatre- Tamasha, Nautanki, Bedesia; Street Play, Puppetry, Magic Shows, Folk Dance, Murals.

UNIT III

A. Cultural Commodification B. Manoeuvring of Folk Media

C. Development of Caricatures in Indian Folk Advertising: The Bahrupias D. Folk Advertising and Challenges

1. Bronner. S. J. 2011. Explaining Traditions Kentucky: The University Press of Kentucky.

2. Dundes, Alan, 1975. Meta folklore and oral literary criticism, in Analytical essays in folklore. Mounton: The Hague.

3. Halliday, M. A. K. 1978. Language as social semiotic: The social interpretation of language and meaning. Baltimore: University Park Press.

4. Kristiansen, Gitte and Dirven, Reven (eds.) 2008. Cognitive Sociolinguistics: Language Variation, Cultural Models, Social Systems. Berlin: Mouton de Gruyter.

5. Milner, M, 2004. Freaks, Geeks and Cool Kids. London: Routledge.

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6. Pustz, M. J. 1999. Comic Book Culture: Fanboys and True Believers. Jackson: University of Mississippi Press

7. Randviir, A. 2004. Mapping the World: Towards a Socio -semiotic Approach to Culture.Tartu: Tartu University Press.

8. Thomas. R. M. 2001. Folk Psychologies Across Cultures. London: Sage.

9. Wal, T. V. 2007. Folksonomy. http://vandewal.net/folksonomy.html/

1. Arnoud, E J, and Thompson, C J. 2005. Consumer Culture Theory (CCT): Twenty Yearsof Research, In Journal of Consumer Research, 31(4), 868-

88.10.1086/426626,Oxford:Oxford University Press.

2. Berlin, Brent., Dennis E. Breedlove and Peter H. Raven. 1966. Folk Taxonomies and Biological Classification, In Science, 154, 273-275.United States: American Association for the Advancement of Science.

3. Bouissac, Paul (ed.). 1998. Encyclopaedia of Semiotics. Oxford: Oxford University Press 4. Collins, N, and Murphy, J. 2009. A Theoretical Model of Customer Evangelism.

Paperpresented at the Australia and New Zealand Marketing Academy Conference, Melbourne, Australia.

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DEPARTMENT OF LINGUISTICS LANGUAGE IN ELECTRONIC MEDIA

SESSION 2020-21

 To apprise learners of the concept, meaning and types of Electronic Media.

 To understand various elements of Electronic Media.

 To provide in depth understanding of language used in Electronic Media.

 Understand and comprehend the communicability in Electronic Media.

 Use linguistic features effectively in Electronic Media.

UNIT I

A. Definition of Electronic Media.

B. Types of Electronic Media: Radio; Television; Internet; Smart Phones; Electronic Display Advertising; Electronic Display Billboards

C. Electronic Media: Characteristics- Invisible Audience; Speed; Mass Audiences and False Identities

D. Communicability in Electronic Media UNIT II

A. Radio: A Historical Overview from Radio Ceylon to FM B. Types of Radio: Commercial Radio & Community Radio

C. Types of Radio Program: News Bulletin; News Reel; Documentaries; Talk Programs;

Interviews; Discussion; Radio Drama; Radio Advertising D. Writing Radio Programs: Linguistic Features of Good Script UNIT III

A. Television: History and Development of Television Broadcast in India B. Types of Television Broadcasting: Cable TV; Satellite TV, Home TV C. Contrast between Language of Audio and Visual Media

D. Film as Electronic Media: Changing Phases of Language use in Film ESSENTIAL READINGS:

1. Abbot, W. 1941 (2^ndedition). Handbook of Broadcasting. New York: McGraw-Hill.

2. Dizard, W. 2000. Old media, new media. New York: Longman.

3. Gross, L. 2003. Telecommunications: Radio, television, and movies in the digital age.

New York: McGraw-Hill.

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4. Musburger R. B. 2007. An Introduction to Writing for Electronic Media. Amsterdam:

Elsevier.

2. Silverblatt, A. 1995. Media Literacy. Westport, CT: Praeger.

3. Taiwo. W. 2010. Discourse Behaviour and Digital Communication. New York:

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DEPARTMENT OF LINGUISTICS LANGUAGE IN PRINT MEDIA

SESSION 2020-21

 To provide the historical overview of Print Media.

 To provide understanding of linguistic and stylistic features used in Print Media.

 To provide understanding of speech accommodation theory.

 Have understanding about the overall development of Print Media.

 Use linguistic innovations in Print Media.

 Use and create various styles for Media Audience.

UNIT I

A. Print Media : Defining genres

B. Editorial, Hard news, Feature Articles, Headlines, Sports, Weather, Business

C. Language in Print Media: Linguistic features of “Language For Mass Consumption”

D. Joshua Fishman’s notion of “Who speaks what language to whom, when and to what extent?”

UNIT II

A. Language in Print Media: A Classic Case of Cyclical Production (Journalist > Chief reporter > Copy editor>Sub- editor > editor)

B. Linguistic Innovations in Headlines, Sports, Business News, and Weather News C. Language of Editorials

D. Stylistic Features of Feature Articles UNIT III

A. The Notion of Target Audience: The Difference between Target Audience, Addressee, Auditor, Over Hearer, and Eavesdropper.

B. Language of Print media is Unidirectional: Disjunction of Place and Time C. Styling the Language: Audience Design

D. Giles & Powesland’s 1975 Speech Accommodation Theory and Language of Print Media

1. Danuta, Reah. 2002. The Language of Newspapers. London: Routledge.

2. Fleming, Carole. 2002. The Radio Handbook. London & New York: Routledge.

3. Giles, Howard, Nikolas Coupland, and Justine Coupland. 1991. Accommodation theory:

Communication, Context, and Consequence, In Contexts of Accommodation. Cambridge:

Cambridge University Press.

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4. Keeble, Richard. 2005 (4 edition). The newspapers handbook. New York: Taylor &

Francis.

5. McKay, Jenny. 2000. The Magazines Handbook. London & New York: Routledge.

6. Mencher, Melvin. 2003 (9^th edition). News reporting and writing. Boston: McGraw-Hill.

1. Birch, D. and O’Toole, M. 1987. Functions of Style. London: Printer Publishers.

2. Thomas, J. 1995. Meaning Interaction: An Introduction to Pragmatics. London & New York: Longman.

3. Van Hout, T. and Cotter, C. 2014. Print Media Discourse, In K. Tracy, C. Ilie& T.

Sandell (eds.). The International Encyclopedia of Language and Social Interaction.

London: Wiley-Blackwell.