India · CBSE Learning Outcomes
Class 12 Mass Media Studies.
This course explores the evolution, language, and convergence of mass media in the contemporary world. Students will critically analyze media messages, understand the mechanics of advertising and public relations, and explore the impact of new media technologies on Indian society.
01Understanding the Language of the Medium
Students explore how different media construct reality through specific codes, conventions, and visual grammar.
Students explore how media constructs reality through specific codes and conventions. They learn to deconstruct media messages critically to understand underlying biases.
An analysis of the visual grammar of cinema and television, including shot composition, editing, and narrative structures. Students compare the storytelling techniques of both mediums.
Examining the textual and auditory languages of print and radio. Students analyze layout, typography, soundscapes, and voice modulation.
02Evolution of the Media
A historical overview of the development of cinema, television, radio, and print media, with a special focus on the Indian context.
Tracing the historical development of cinema from silent films to the modern digital era, with a focus on Indian cinema. Students examine the cultural impact of major cinematic movements.
A historical overview of broadcasting in India, highlighting the roles of Doordarshan and All India Radio. The topic also covers the privatization of broadcasting.
Understanding the history of the press in India, from pre-independence journalism to contemporary print media trends. Students evaluate the role of the press in a democracy.
03Convergence and the New Media
Investigating the merging of traditional media with digital technologies and the rise of the internet as a dominant communication platform.
Exploring the merging of traditional media with digital technologies and its impact on content creation and consumption. Students analyze how convergence reshapes media industries.
Analyzing the architecture of the internet and the rise of digital media platforms as primary sources of information and entertainment. The topic addresses the digital divide in India.
Investigating the power of social media networks and the emergence of citizen journalism in shaping public discourse. Students debate the ethical implications of user-generated content.
04Advertising, Public Relations, and Corporate Communication
An introduction to the principles of advertising, public relations, and the strategies used to market media products.
An introduction to the principles of advertising, target audiences, and the psychological appeals used in ad campaigns. Students analyze successful Indian advertising campaigns.
Understanding the role of PR in building brand image and managing corporate communication during crises. Students simulate crisis management scenarios.
Examining the strategies behind media planning, buying, and the marketing of media products to maximize reach and impact. Students learn how to allocate media budgets effectively.