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SATHYABAMA UNIVERSITY (Established under section 3 of UGC Act, 1956) Jeppiaar Nagar, Rajiv Gandhi Salai, Chennai - 600 119. SYLLABUS BACHELOR OF SCIENCE IN VISUAL COMMUNICATION (6 SEMESTERS) REGULATIONS 2010
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Page 1: SYLLABUS BACHELOR OF SCIENCE IN VISUAL …files.sathyabamauniversity.ac.in/syllabus/2010 PG SYLLABUS PDF C… · SYLLABUS BACHELOR OF SCIENCE IN VISUAL COMMUNICATION (6 SEMESTERS)

SATHYABAMA UNIVERSITY(Established under section 3 of UGC Act, 1956)

Jeppiaar Nagar, Rajiv Gandhi Salai, Chennai - 600 119.

SYLLABUS

BACHELOR OF SCIENCE

IN

VISUAL COMMUNICATION

(6 SEMESTERS)

REGULATIONS 2010

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SATHYABAMA UNIVERSITYREGULATIONS – 2010

Effective from the academic year 2010-2011 and applicable to the students admitted to the Degree of Bachelorof Science (Six Semesters)

1. Structure of Programme

1.1 Every Programme will have a curriculum with syllabi consisting theory and practical such as:

(i) Core courses.

(ii) Elective course for specialization in related fields.

(iii) Computer Practice, Laboratory Work, Industrial Training, Seminar Presentation, Project Work,Educational Tours, Camps etc.

1.2 Each semester curriculum shall normally have a blend of lecture course not exceeding 7 and practicalcourse not exceeding 4.

1.3 The medium of instruction, examinations and project report will be English.

2. Duration of the Programme

A student is normally expected to complete the B.Sc. Programme in 6 semesters but in any case not morethan 10 consecutive semesters from the time of commencement of the course. The Head of the Departmentshall ensure that every teacher imparts instruction as per the number of hours specified in the syllabus andthat the teacher teaches the full content of the specified syllabus for the course being taught.

3. Requirements for Completion of a Semester

A candidate who has fulfilled the following conditions shall be deemed to have satisfied the requirement forcompletion of a semester.

3.1 He/She secures not less than 90% of overall attendance in that semester.

3.2 Candidates who do not have the requisite attendance for the semester will not be permitted towrite the University Exams.

4. Examinations

The examinations shall normally be conducted between October and December during the odd semesters andbetween March and May in the even semesters. The maximum marks for each theory and practical course(including the project work and Viva Voce examination in the sixth Semester) shall be 100 with the followingbreakup.

(i) Theory Courses

Internal Assessment : 20 Marks

University Exams : 80 Marks

(ii) Practical courses

Internal Assessment : - -

University Exams : 100 Marks

SATHYABAMA UNIVERSITY FACULTY OF SCIENCE & HUMANITIES

B.Sc VISUAL COMMUNICATION i REGULATIONS 2010

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5. Passing requirements:

(i) A candidate who secures not less than 50% of total marks prescribed for the course (For all coursesincluding Theory, Practicals and Project work) with a minimum of 35 marks out of 80 in the UniversityTheory Examinations, shall be declared to have passed in the Examination.

(ii) If a candidate fails to secure a Pass in a particular course, it is mandatory that he/she shall reappearfor the examination in that course during the next semester when examination is conducted in thatcourse. However the Internal Assessment marks obtained by the candidate in the first attempt shallbe retained and considered valid for all subsequent attempts.

6. Eligibility for the Award of Degree

A student shall be declared to be eligible for the award of the B.Sc. degree provided the student has successfullycompleted the course requirements and has passed all the prescribed examinations in all the 6 semesters withinthe maximum period specified in clause 2.

7. Award of Credits and Grades:

All assessments of a course will be done on absolute marks basis. However, for the purpose of reporting theperformance of a candidate, Letter Grades will be awarded as per the range of total marks (out of 100) obtainedby the candidate as given below:

RANGE OF MARKS FOR GRADES

Range of Marks Grade Grade Points (GP)

90-100 A++ 10

80-89 A+ 9

70-79 B++ 8

60-69 B+ 7

50-59 C 6

00-49 F 0

ABSENT W 0

CUMULATIVE GRADE POINT AVERAGE CALCULATION

The CGPA calculation on a 10 scale basis is used to describe the overall performance of a student inall courses from first semester to the last semester. F and W grades will be excluded for calculating GPAand CGPA.

CGPA = Σi Ci GPi

Σi Ci

where Ci - Credits for the subject

GPi - Grade Point for the subject

Σi - Sum of all subjects successfully cleared during all the semesters

SATHYABAMA UNIVERSITY FACULTY OF SCIENCE & HUMANITIES

B.Sc VISUAL COMMUNICATION ii REGULATIONS 2010

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8. Classification of the Degree Awarded

1 A candidate who qualifies for the award of the Degree having passed the examination in all thecourses of all the semesters in his/her first appearance within a maximum period of 6 consecutivesemesters after commencement of study securing a CGPA not less than 9.0 shall be declared tohave passed the examination in First Class – Exemplary.

2. A candidate who qualifies for the award of the Degree having passed the examination in all thecourses of all the semesters in his/her first appearance within 6 consecutive semesters aftercommencement of study securing a CGPA not less than 7.5 shall be declared to have passedthe examination in First Class with Distinction.

3. A candidate who qualifies for the award of the Degree having passed the examination in all thecourses of all the semesters within a maximum period of 6 consecutive semesters aftercommencement of study securing a CGPA not less than 6.0 shall be declared to have passedthe examination in First Class.

4 All other candidates who qualify for the award of the Degree having passed the examination in allthe courses of all the semesters within a maximum period of 10 consecutive semesters after his/hercommencement of study securing a CGPA not less than 5.0 shall be declared to have passedthe examination in Second Class.

5 A candidate who is absent in semester examination in a course/project work after having registeredfor the same, shall be considered to have appeared in that examination for the purpose ofclassification of degree. For all the above mentioned classification of Degree, the break of studyduring the programme, will be counted for the purpose of classification of degree.

6 A candidate can apply for revaluation of his/her semester examination answer paper in a theorycourse, within 1 week from the declaration of results, on payment of a prescribed fee along withprescribed application to the Controller of Examinations through the Head of Department. TheController of Examination will arrange for the revaluation and the result will be intimated to thecandidate concerned through the Head of the Department. Revaluation is not permitted for practicalcourses and for project work.

Final Degree is awarded based on the following :

CGPA ≥ 9.0 - First Class - Exemplary

CGPA ≥ 7.50 < 9.0 - First Class with Distinction

CGPA ≥ 6.00 < 7.50 - First Class

CGPA ≥ 5.00 < 6.00 - Second Class

Minimum CGPA requirements for award of Degree is 5.0 CGPA.

9. Discipline

Every student is required to observe disciplined and decorous behaviour both inside and outside the Universityand not to indulge in any activity which will tend to bring down the prestige of the University. If a studentindulges in malpractice in any of the University theory / practical examination, he/she shall be liable for punitiveaction as prescribed by the University from time to time.

10. Revision of Regulations and Curriculum

The University may revise, amend or change the regulations, scheme of examinations and syllabi from time totime, if found necessary.

SATHYABAMA UNIVERSITY FACULTY OF SCIENCE & HUMANITIES

B.Sc VISUAL COMMUNICATION iii REGULATIONS 2010

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B.Sc. - VISUAL COMMUNICATION REGULATIONS 2010 – CURRICULUM

SEMESTER I

Sl.No. SUBJECT CODE SUBJECT TITLE L T P C Page No.

THEORY

1 SHSX7001 Functional English – I 3 0 0 3 1

2 SHSX7003 Language – Hindi I (Optional) 3 0 0 3 2

3 SHSX7005 Language – French I (Optional) 3 0 0 3 3

4 SVCX1001 Introduction to Communication 3 0 0 3 4

5 SVCX1002 Sociology & Psychology 3 0 0 3 5

PRACTICALS

6 SVCX4001 Visual Literacy 0 0 4 2 6

7 SVCX4002 Writing for Media 0 0 4 2 7

Total Credits 16

SEMESTER II

Sl.No. SUBJECT CODE SUBJECT TITLE L T P C Page No.Theory

1 SHSX7002 Functional English – II 3 0 0 3 82 SHSX7004 Language – Hindi II (Optional) 3 0 0 3 93 SHSX7006 Language – French II (Optional) 3 0 0 3 104 SVCX1003 Introduction to Mass Communication Theories 3 0 0 3 115 SVCX1004 Media Culture & Society 3 0 0 3 12

PRACTICALS6 SVCX4003 Elements of Film 0 0 4 2 137 SVCX4004 Basic Photography 0 0 4 2 14

Total Credits 16

SEMESTER III

Sl.No. SUBJECT CODE SUBJECT TITLE L T P C Page No.

THEORY

1 SVCX1005 Printing & Publications 3 0 0 3 15

2 SVCX1006 Visual Analysis Tool 3 0 0 3 16

3 SVCX1007 Audio Production 3 0 0 3 17

PRACTICALS

4 SVCX4005 Computer Graphics Design 0 0 4 2 18

5 SVCX4006 Script Writing 0 0 4 2 19

6 SVCX4007 Basics of Advertising 0 0 4 2 20

Total Credits 15

SATHYABAMA UNIVERSITY FACULTY OF SCIENCE & HUMANITIES

B.Sc VISUAL COMMUNICATION iv REGULATIONS 2010

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SEMESTER IV

Sl.No. SUBJECT CODE SUBJECT TITLE L T P C Page No.

THEORY

1 SVCX1008 Media Management 3 0 0 3 21

2 SVCX1009 Television Production Theory 3 0 0 3 22

3 SVCX1010 Public Relations 3 0 0 3 23

PRACTICALS

4 SVCX4008 Animation & Web Designing 0 0 4 2 24

5 SVCX4009 Radio Production 0 0 4 2 25

6 SVCX4010 Advanced Photography 0 0 4 2 26

Total Credits 15

SEMESTER V

Sl.No. SUBJECT CODE SUBJECT TITLE L T P C Page No.

THEORY

1 SVCX1011 Introduction to Communication Research 3 0 0 3 27

2 SVCX1012 Media Ethics 3 0 0 3 28

3 SVCX1013 Art & Aesthetics 3 0 0 3 29

PRACTICALS

4 SVCX4011 Television Production 0 0 4 2 30

5 – – – Elective Lab 0 0 4 2

Total Credits 13

SEMESTER VI

Sl.No. SUBJECT CODE SUBJECT TITLE L T P C Page No.

1 SVCX4015 Internship 0 0 4 2 34

2 SVCX4016 Study Paper 0 0 4 2 34

3 SVCXPROJ Project 3 0 30 15 34

Total Credits 19

TOTAL CREDITS FOR THE COURSE: 94

ELECTIVES FOR LAB

Sl.No. SUBJECT CODE SUBJECT TITLE L T P C Page No.

1 SVCX4012 Commercial Photography 0 0 4 2 31

2 SVCX4013 3D Modeling & Special Effects 0 0 4 2 32

3 SVCX4014 Video Editing 0 0 4 2 33

SATHYABAMA UNIVERSITY FACULTY OF SCIENCE & HUMANITIES

B.Sc VISUAL COMMUNICATION v REGULATIONS 2010

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SHSX7001 FUNCTIONAL ENGLISH - IL T P Credits Total Marks

3 0 0 3 100

UNIT I 10 hrs.

Oral Communication: Speech Patterns-Introducing Oneself and Others-Thanking, Wishing Well, Apologizing andExcusing Reading: Non – Verbal Communication, Communicating through Advertisements Writing: Paragraph Writing:Narrating Past Events, Describing Simple Tasks and Giving Instructions Grammar: Sentence Structure- Sentence Types-Transformation of Affirmative-Negative, Exclamatory-Assertive, Interrogative-Assertive Vocabulary: Idioms

UNIT II 10 hrs.

Oral Communication: Starting Conversation: Greetings- Asking and making Offers- Requests and Orders Reading:Reference Skills- Learning to Use the Dictionary Writing: Describing Objects, People, Places and Processes Grammar:Tenses, Subject Verb Agreement

UNIT III 10 hrs.

Oral Communication: Telling a Story, Role Playing Reading: Understanding Journalese, Understanding CompactWriting , Writing: Interpreting maps and graphs, Message writing Grammar: Active and Passive Voice, Modals andtheir usage

UNIT IV 10 hrs

Oral Communication: Guessing Games, Choosing and Justifying Reading: Understanding Technical terms Writing:Making Applications, Application for job with resume, Form Filling Vocabulary: Affixes, Linking Devices

UNIT V 10 hrs

Oral Communication: Exercising the Imagination, Narrating Events Writing: Paragraph Writing- Interpreting tablesand charts Reading: Note making Grammar: Articles, Countable and Uncountable Nouns Vocabulary: MatchingExercises, Correcting Spelling

TEXT / REFERENCE BOOKS:1. Sood. S. C, Bose. M et. al. Developing Language Skills. New Delhi. Spantech Publishers, New Delhi, 2006.2. Geetha Nagaraj. A Course In Grammar and Composition. Foundation Books Pvt. Ltd., New Delhi, 20063. Hewings, M. Advanced English Grammar. Cambridge University Press. Cambridge, 1999.4. Nagini,P S et al.(2005) Excellence Through communication. Shri Jai Publications, Chennai, 2005

UNIVERSITY EXAM QUESTION PAPER PATTERN

Max. Marks: 80 Exam Duration: 3 hrs

Part A: 10 Questions of 2 marks each – No choice. 20 marks

Part B: 2 Questions from each unit of internal choice, each carrying 12 marks. 60 marks

SATHYABAMA UNIVERSITY FACULTY OF SCIENCE & HUMANITIES

B.Sc VISUAL COMMUNICATION 1 REGULATIONS 2010

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SHSX7005 FRENCH - IL T P Credits Total Marks

3 0 0 3 100

UNIT I 10 hrs.The Alphabets-Combination of vowels-Nasal sounds- Accents- apostrophe-– Presentation of self-The adjectives

of nationality-Conjugation of verb-etre and avoir and venir-Names of countries.

UNIT II 10 hrs.Parts of the body-Conjugation of -er verbs-Present tense of -parler,aller,ranger-Pronouns-Activities for practice

UNIT III 10 hrs.The clothings-for male and female-Contracted articles-activities for practice-Number (1-100),Days of the week

and Months of the year–the colours.

UNIT IV 10 hrs.The Professions and their nature of work-Interrogations-Various ways of interrogating-Related activities and vocabulary.

UNIT V 10 hrs.Transport –means of transport-Negation-Verb prendre-Related activities and vocabulary.

TEXT / REFERENCE BOOKS:1. Abha Mehta, Je parle francais,6th Edition, Abhaya Publications, 20062. Rashmi Varma-French made easy, 1st Edition, Goodwill Publishing House3. Nathan-My first Trilingual Dictionary, 1st Edition, W.RGoyal Publications, 1998.

USEFUL WEBSITES:http://www.french-linguistics.co.uk/phrase_book/en/index.htmlhttp://www.osondubooksandtea.com/http://www.frenchmalaysia.com/basic-french-phrases/useful-phrases-in-french.htmlhttp://www.youtube.com/watch?v=V86Y2OGmb0o&feature=relatedhttp://french.about.com/od/vocabulary/a/food.htm

UNIVERSITY EXAM QUESTION PAPER PATTERN:

Max. Marks: 80 Exam Duration: 3 hrs.Grammar : 40 Marks Prose :40 Marks

Section A: (8 × 5 = 40 Marks)

8 questions with 5 marks each based on grammar from Activities behind the lesson The questions can be Fillin the blanks, Numbers Exercises following examples from activities behind lesson

Section B: (2 × 5 = 10 Marks)

2 out of 5 Questions (Choice Based) with 5 marks each

The questions will be from the prose lessons (1 to 5).

Section C: (1 × 10 = 10 Marks)

Translation (French to English )

The question can be a from the prose lesson (6to 9)

Section D: (10 × 2 = 20 Marks)

Write the French term for 10 words given in English (from the prose Lessons and vocabulary behind the lessons)

SATHYABAMA UNIVERSITY FACULTY OF SCIENCE & HUMANITIES

B.Sc VISUAL COMMUNICATION 3 REGULATIONS 2010

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SVCX1001 INTRODUCTION TO COMMUNICATIONL T P Credits Total Marks

3 0 0 3 100

UNIT I FUNDAMENTALS OF COMMUNICATIONS 10 hrs.Evolution of communication - System and Messages - Signs - Symbols and Languages, Types of communication

- Inter personal - Mass - Organizational, Inter personal related theories - Attribution Theory - Constructivism - Elaborationlikelihood Model - Social judgment and penetration theory - Uncertainty reduction theory.

UNIT II FORMS OF COMMUNICATION 10 hrs.Non Verbal Communication - Kinesics - Proxemics - Paralanguage - Physical environment - Temporal

communication, Verbal Communication - Oral Communication - Written Communication – Meta programs

UNIT III COMMUNICATION PROCESS 10 hrs.Elements of Communication Process - , Effective Communication - Factors affecting effective communication -

Effective sending skills - Effective receiving skills, Models Of Communication Process – Berlo, Lasswell, Shannon &Weaver model.

UNIT IV ORGANIZATIONAL COMMUNICATION 10 hrs.

The information age - The importance of communication - Cost of poor communication, Flow Of Communication– Upward - Downward - Lateral - Serial - Grapevine, Network Functions - Informal networks - Formal Networks -Types of networks, Understanding message strategy and structure - Pace - Lead - Blend

UNIT V MASS COMMUNICATION IN INDIA 10 hrs.

Growth Of Print Media - History of print - Role and responsibility, Evolution Of cinema - Pioneers of IndianCinema - Tamil Cinema, Radio Broadcasting – History - All India Radio - FM Broadcasting, Television - History ofIndian television - Educational television

TEXT / REFERENCE BOOKS:1. Denis McQuail, Mc.Quails Mass Communication Theory Fifth Edition, Vistaar Publications, 2005.2. Keval J.Kumar, Mass Communication in India, Fourth Edition, Jaico Publishing House, 20103. John Vivian, The Media of Mass Communication , Ninth Edition, Allyn & Bacon 20084. James Watson, Media Communication, Second Edition:, Palgrave MacMillan, (2003)5. Ruth H. Finnegan, Communicating, Routledge, (2002),

UNIVERSITY EXAM QUESTION PAPER PATTERN

Max. Marks: 80 Exam Duration: 3 hrs.Part A: 10 Questions of 2 mark each. No choice 20 marksPart B: 2 Questions from each unit of internal choice, each carrying 12 marks. 60 marks

SATHYABAMA UNIVERSITY FACULTY OF SCIENCE & HUMANITIES

B.Sc VISUAL COMMUNICATION 4 REGULATIONS 2010

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SVCX1002 SOCIOLOGY & PSYCHOLOGYL T P Credits Total Marks

3 0 0 3 100

UNIT I SOCIETY 10 hrs.

Sociology : The science of society – some definitions, Emergence of sociology, Origin of society, Elements ofSociety, likeness of members, reciprocal awareness, Inter dependence of members, society and other association,types of societies

UNIT II SOCIALIZATION 10 hrs.

Behavior patterns and social order- Cultural norms and individual preferences- the social context of the self -Symbolic foundations of the social self- symbols, reasoning , and cumulative knowledge - autonomy and persistenceof symbolic systems - Socialization processes- primary socialization - the primary group and the “looking -glass” self- socialization sequences- Some problems in resocialisation

UNIT III INTRODUCTION TO PSYCHOLOGY 10 hrs.

Introduction to Psychology – Definition – Origin of psychology – Early battle over what Psychology should study– Major perspectives of modern psychology – Major subfields of Psychology.

UNIT IV PERCEPTION 10 hrs.

Sensation and Perception – Sensation – Sensory thresholds – Sensory adaptation – Perception – Principles ofperceptual Organization - Constancies and Illusions – Distance perception – Monocular cues – Binocular cues –Extrasensory perception.

UNIT V PSYCHOANALYSIS 10 hrs.

Positive Psychotherapy – Psychoanalysis - Behaviour Therapy - Logotherapy - Gestalt Therapy and IndividualPsychology - Transactional Analysis - Postive Psychotherapy and its Applications.

TEXT / REFERENCE BOOKS:1. H.K.Rawat, Sociology (Basic Concepts) by, Rawat publication 20072. C.N.Shankar Rao, Sociology, S.Chand & Company Ltd, New Delhi 20063. Vidya Bhushan and D.R.Sachdeva, Introduction to Sociology, Kitab Mahal publication. 2002

UNIVERSITY EXAM QUESTION PAPER PATTERN

Max. Marks: 80 Exam Duration: 3 Hrs

Part A: 10 Questions of 2 mark each. No choice 20 marks

Part B: 2 Questions from each unit of internal choice, each carrying 12 marks.. 60 marks

SATHYABAMA UNIVERSITY FACULTY OF SCIENCE & HUMANITIES

B.Sc VISUAL COMMUNICATION 5 REGULATIONS 2010

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SVCX4001 VISUAL LITERACYL T P Credits Total Marks

0 0 4 2 100

UNIT I INTRODUCTION TO VISUAL LITERACY 10 hrs.

Introduction to visual literacy - Basic principles of visual literacy - About Visual Communication - Definition ofFine Art - About art tools & Equipment.

UNIT II SKETCHING 10 hrs.

Elements of Visual Art - Basic Sketching and Drawing Skills - About Color – Types of medium

UNIT III PERCEPTION & COMPOSITION 10 hrs.

Psychology of human perception - Proportion and Perspective Drawing - Composition - Light and Shadow

UNIT IV ANATOMY & DRAWING 10 hrs.

Study of Human Anatomy - Study of head drawing - Portraits and Postures

UNIT V SKETCHING STILL LIFE 10 hrs.

Drawing Still life - Landscape - Interior - Animals

PROJECT OUTLINE:

To Train students to develop their drawing skills and practice them the basic components of drawing

• Geometrical Shapes

• Perspectives

• Light and shade

• Humans Anatomy

• Landscape Painting , Postures Drawing, Story Board Colours

TEXT / REFERENCE BOOKS: 1. Donis A. Dondis, A Primer of Visual Literacy, 1st Edition, 1974 2. Rick Williams & Julianne Newton, Visual Communication - Integrating media art & science – The Complete to Drawing Techniques

- Eugene Felder Emmett Elwin Kandour Ltd., 2009 3. Requirements : A3 size Sketch book - Poster Color - Different Size brush - HB Pencils, Color Pencils & 2feetscale

SATHYABAMA UNIVERSITY FACULTY OF SCIENCE & HUMANITIES

B.Sc VISUAL COMMUNICATION 6 REGULATIONS 2010

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SVCX4002 WRITING FOR MEDIAL T P Credits Total Marks

0 0 4 2 100

UNIT I WRITING FOR NEWS & FEATURE STORIES 10 hrs.

Understanding what makes News – copy editing symbols – the characteristics of news – writing for interview–types of leads – writing obituaries – editorials – Writing feature stories – News writing

Assignment: Writing a news story and giving a suitable headline.

UNIT II WRITING FOR RADIO 10 hrs.

Characteristic of radio – planning and scripting for educational radio programme – writing for radio – context ofradio station – cue materials – news reading and presentation – write a script for radio programme.

Assignment: Write a script for radio programme.

UNIT III WRITING FOR WEB 10 hrs.

Understanding and using the internet – a brief history – search engine – ethical consideration – online journalism– how it differs from print and electronic journalism – content developing using links, texts.

Assignment: Design a layout for web journalism

UNIT IV WRITING FOR TV NEWS 10 hrs.

TV news gathering – good points about writing for TV – News story format – Basic news scripts in TV – typesof stories – ethics for TV channel – script and visual SYNC for a news story.

Assignment: Script and visual SYNC for a news story.

UNIT V MAGAZINE PUBLICATION 10 hrs.

Layout design of the magazine – difference between newspaper and magazine layout – collection of articles –approval of articles – correction – final work of magazine – publishing of the magazine.

Project : Publication of the Magazine

TEXT / REFERENCE BOOKS:1. Sunny Thomas, Writing for the Media, Career Information & Guidance2. Usha Raman, Writing for the Media, Oxford University Press, 20103. Fred Fedler, John .R.Bender, Reporting for the media, Oxford University press, New York, 2000

SATHYABAMA UNIVERSITY FACULTY OF SCIENCE & HUMANITIES

B.Sc VISUAL COMMUNICATION 7 REGULATIONS 2010

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SHSX7002 FUNCTIONAL ENGLISH-IIL T P Credits Total Marks

3 0 0 3 100

UNIT I 10 hrs.Oral Communication: Role Playing, Discussions Reading: Comprehension Passage- contextual guessing Writing:

Sending email messages, Text Messaging Grammar: Prepositions, Prepositional Phrases Vocabulary: Verbal Phrases

UNIT II 10 hrs.Oral Communication: Guessing Games, Filling Missing Information Reading: Communicating Through

Advertisements, Understanding Poetry Writing: Form Filling, Letter to the Editor Grammar: Conjunctions & DiscourseMarkers

UNIT III 10 hrs.Oral Communication: Asking Questions, Learning to say ‘no’ politely Reading: Reordering Information, Jumbled

Sentences Writing: Developing hints and writing paragraph Grammar: Adjectives, Degrees of Comparison

UNIT IV 10 hrs.Oral Communication: Asking for and giving Instructions, Role Play Reading: Thinking and Planning, Writing:

Writing paragraphs based on the hints given- Narrative, Descriptive, Persuasive Vocabulary: Homonyms, Makingnegatives

UNIT V 10 hrs.Oral Communication: Presentation of Ideas, Completing a Dialogue, Role Play- Dialogue Reading: Practice in

Reading Comprehension, Cloze Exercises Writing: Letter Writing Personal, Official- inviting dignitaries to a functionSummarising, Sentence Completion Grammar: Punctuation, Questions- ‘Wh’ words, negatives, question tags

TEXT / REFERENCE BOOKS:1. Sood. S. C, Bose. M et. al. Developing Language Skills, Spantech Publishers, New Delhi, 2006.2. Geetha Nagaraj. A Course In Grammar and Composition, Foundation Books Pvt. Ltd., New Delhi, 2006.3. Hewings, M.. Advanced English Grammar, Cambridge University Press, Cambridge, 1999.4. Murphy, R. Essential English Grammar, Cambridge University Press, Cambridge. 19925. Nagini,P S et al. Excellence Through communication, Shri Jai Publications, Chennai, 2005.

UNIVERSITY EXAM QUESTION PAPER PATTERN

Max. Marks: 80 Exam Duration: 3 hrs.Part A: 10 Questions of 2 marks each – no choice; 2 questions from each of the five units. 20 marksPart B: 2 Questions from each unit of internal choice, each carrying 12 marks. 60 marks

SATHYABAMA UNIVERSITY FACULTY OF SCIENCE & HUMANITIES

B.Sc VISUAL COMMUNICATION 8 REGULATIONS 2010

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SHSX7006 FRENCH- IIL T P Credits Total Marks

3 0 0 3 100

UNIT I 10 hrs.

The Bakery –Contracted article-Verb Acheter and dire-Related Vocabulary activities and expressions.

UNIT II 10 hrs.

The Grocery – Partitive articles-Verbs vendre,Boire-Related vocabulary, expressions and activities.

UNIT III 10 hrs.

The House-the various rooms - things at home - verbs voir, dormer-Related vocabulary, expressions and activities.

UNIT IV 10 hrs.

The free time-the adjectives – Possessive adjectives- Related vocabulary, expressions and activities.

UNIT V 10 hrs.

Vocabulary related to Media-Time and Date-Related vocabulary and expressions.

TEXT / REFERENCE BOOKS:1. Abha Mehta, Je parle francais, 6th Edition, Abhaya Publications, 20062. Rashmi Varma-French made easy, 1st Edition, Goodwill Publishing House3. Nathan-My first Trilingual Dictionary, 1st Edition, W.RGoyal Publications, 1998.

USEFUL WEBSITES:http://www.wikihow.com/Speak-Basic-Frenchhttp://www.france-pub.com/french/french_6.htmhttp://www.conversationalfrenchlessons.com/http://www.conversationalfrenchlessons.com/

UNIVERSITY EXAM QUESTION PAPER PATTERN

Max. Marks: 80 Exam Duration: 3 hrs.Grammar : 40 Prose :40 Marks

Section A: (8 × 5 = 40 Marks)

8 questions with 5 marks each based on grammar from Activities behind the lesson. The questions can be.Fill in the blanks. Numbers Exercises following examples from activities behind lesson

Section B: (2 × 5 = 10 Marks)

2 out of 5 Questions (Choice Based) with 5 marks each. The questions will be from the prose lessons (6 to 9).

Section C: (1 × 10 = 10 Marks)

Translation (French to English). The question can be a from the prose lesson (6to 9)

Section D: (10 × 2 = 20 Marks)

Write the French term for 10 words given in English (from the prose Lessons(6to 9) and vocabulary behind thelesson.

SATHYABAMA UNIVERSITY FACULTY OF SCIENCE & HUMANITIES

B.Sc VISUAL COMMUNICATION 10 REGULATIONS 2010

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SVCX1003INTRODUCTION TO MASS COMMUNICATION

THEORIESL T P Credits Total Marks

3 0 0 3 100

UNIT I INTRODUCTION TO MASS COMMUNICATION 10 hrs.

Introduction to Mass communication – Mass Media genre. Concepts and models of mass communication –SMCR, Shannon and Weaver model, Lass Well communication model, the Osgood and Schramm model, Gate keepingmodel.

UNIT II THEORIES OF MEDIA 10 hrs.

Levels of analysis – Theory of media and society – Marxist theory, functionalist theory, critical political theory,economic theory, Information society theory and Cultural theory.

UNIT III THEORIES OF PRESS 10 hrs.

Normative theories – Authoritarian theory, Social responsibility theory, Development media theory, DemocraticParticipant theory, Social and Cultural issues. New Perspectives on media and society, Media globalization.

UNIT IV STRUCTURE OF MEDIA 10 hrs.

The basics of media structure and analysis – New media and its modernization approach – characteristics ofmass media.

UNIT V MEDIA AND ITS EFFECTS 10 hrs.

Mass media audiences, Cultivation theory – Uses and gratification studies, Media effects and studies.

TEXT / REFERENCE BOOKS:1. McQuail Denis, Mass Communication Theory an Introduction. 3rd edition London.1994.2. McQuail and Sven Windhal, Communication models, Second edition, Longman Longman Publishing Group Ltd, 19933. Fred Ingles, Media Theory - An Introduction, Basil Blackwell Ltd., UK, 1990

UNIVERSITY EXAM QUESTION PAPER PATTERN

Max. Marks: 80 Exam Duration: 3 hrs.

Part A: 10 Questions of 2 mark each. No choice 20 marks

Part B: .2 Questions from each unit of internal choice, each carrying 12 marks. 60 marks

SATHYABAMA UNIVERSITY FACULTY OF SCIENCE & HUMANITIES

B.Sc VISUAL COMMUNICATION 11 REGULATIONS 2010

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SVCX1004 MEDIA CULTURE AND SOCIETYL T P Credits Total Marks

3 0 0 3 100

UNIT I INTRODUCTION TO MEDIA CULTURE SOCIETY 10 hrs.

Media saturation – Media influence – Management and manufacture of information- Media education andDemocracy - Importance of Visual Communication – Education for the future- Privatizations of information – Media inIndian Society.

UNIT II UNDERSTANDING THE MEDIA 10 hrs.

How to study media and how not to study media- sociological –cultural – skills- political- Media audienceanalysis(Mass, segmentation, product etc, social uses) –Media education Possesses –Theoretical Frame work – Coreconcepts-Mode enquiry – Practical work- Media Pedagogy.

UNIT III MEDIA DETERMINANTS 10 hrs.

Media Determinants- Ownership and control – Media Institution – The state and the Law – Self regulation bythe Media – Economic determinants –Advertisers –Media Personnel- Media Sources – Audience as textual determinant& audience as readers – audience positioning - establishing critical autonomy.

UNIT IV MEDIA RHETORIC 10 hrs.

Media Rhetoric – Selection – Social construction of reality by media - The Rhetoric of the image –Combiningimage and linguistic text – Suppressing the existence – Sets-ups –Film and sound Editing – Interpertative Frameworks- Visual Coding- Narrative.

UNIT V IDEOLOGY & CULTURE 10 hrs.

Ideology – Defining Ideology –Hegemony –Myth Ideology in the classroom –Denotation –Connotation – IdeologicalAnalysis – Media and Popular culture – culture and sub- culture , popular texts , politics popular culture Vs people’sCulture

TEXT / REFERENCE BOOKS:1. Srivastava K M, Media Issues, Sterling Publication, 19912. Berger, Asa Authur, Media Analysis technique, Sage Publications, 19913. Jeff Shires, Media Culture and Society,Blackwell Pub, 2008

UNIVERSITY EXAM QUESTION PAPER PATTERN

Max. Marks: 80 Exam Duration: 3 hrs.

Part A: 10 Questions of 2 mark each. No choice 20 marks

Part B: 2 Questions from each unit of internal choice, each carrying 12 marks. 60 marks

SATHYABAMA UNIVERSITY FACULTY OF SCIENCE & HUMANITIES

B.Sc VISUAL COMMUNICATION 12 REGULATIONS 2010

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SVCX4003 ELEMENTS OF FILML T P Credits Total Marks

0 0 4 2 100

UNIT I FILM HISTORY & MAJOR MOVEMENTS 10 hrs.

Early Cinema (1893-1903), Development of Classical Hollywood cinema (1903-1927), German expressionism(1919-1924),Soviet Montage (1924-1930), The Classical Hollywood Cinema after the coming of sound, Italian neo-realism(1942-1951), The French New wave (1959-1964), Indian (Hindi, Tamil & other languages), Contemporary trends.

UNIT II FILM MAKING PROCESS 10 hrs.

Planning, pre-production- Concept / Story development, Scripting / Screen play writing, Budgeting, Casting,Locations, Financing. Production-Shooting, Direction & Cinematography. Post production- Editing, Sound recording,Dubbing, Special effects, Graphics & Final mixing. Distribution & Exhibition.

UNIT III ELEMENTS OF FILM 10 hrs.

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

UNIT IV GENRE 10 hrs.

Approaches to studying film, Narrative and Non Narrative films, Structure of a narrative film, Cinematic codes,The concept of form in films, principles of film, narrative form, non-narrative films, dividing a feature film into partsand Genres (language, style, grammar, syntax.), Documentary genres.

UNIT V GREAT AUTEURS 10 hrs.

Study of Great Indian and International filmmakers like D. W. Griffith, Charlie Chaplin, Alfred Hitchcock, AkiraKurusowa, Ingmar Bergman, Satyajit Ray, Adoor Gopalakrishnan and others.

Project outline: Technical Analysis of a Film - A student should choose a film and identify all the shots &transition and then He/She should place an alternative shots & transitions for the movie.

TEXT / REFERENCE BOOKS: 1. Thoraval, Yves(2000) The Cinema of India (1896-2000) 2. Roberge, Gaston: The Subject of Cinema, Seagull Books, 2005 3. Roberge, Gaston (1977): Films for an ecology of Mind, Fiama KLM, 1978 4. Halliwell;: The Filmgoers Companion, 6th Edition, Avon, 1977 5. Arora: Encyclopedia of indian Cinema 6. Baskar, Theodor: Eye of the Serpent, East west Books (Madras), 1996 7. Turner, Graeme. Film as social practice, Routledge, London, 1993 8. Monoco, James. How to read a film, Routledge, London, 2001 9. Nelmes, Jill. An Introduction to film studies, Routledge, London, 199610. Vasudev, Aruna. The new Indian cinema, Macmillan, Delhi, 1986

SATHYABAMA UNIVERSITY FACULTY OF SCIENCE & HUMANITIES

B.Sc VISUAL COMMUNICATION 13 REGULATIONS 2010

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SVCX4004 BASIC PHOTOGRAPHYL T P Credits Total Marks

0 0 4 2 100

UNIT I DIGITAL IMAGING 10 hrs.What is digital? - what is analog? - Pixel - Overview on Digital imaging – Equipments needed for digital imaging-

Transferring digital files- Editing digital images-resizing digital images –storing - a career in digital imaging-digital photographersAssignment: Expose 100 images with DIGITAL camera.UNIT II CAMERA 10 hrs.

Over view on Photography – Shutter – Aperture - ISO – Depth of field – Major type of camera –making acareer in photography – categories of photography – photojournalism – advertising-portrait-nature photography-purposeand control over aperture- aperture – shutter speed – factors that affect D.O.F.

Assignment: Expose 50 images with DSLR camera in different aperture, shutter speed and iso.UNIT III LENS 10 hrs.

Pinhole Photography – construction of a pinhole camera - Focal length – Wide angle, Normal, and Long focallength lenses – Focus and depth of field - hyper focal distance – determining the hyper focal distance of a lens- –History of Photography.-Daguerreotype – Fox Talbot-Modern B/W chemistry – Eastman Kodak.

Assignment: Expose 50 images with different focal length.UNIT IV FILM VS DIGITAL 10 hrs.

Selecting and using film –sensor – black and white films – monochrome films – infrared films and other specialeffects films-different formats-35m-120 mm – 220mm – 4 x 5 film -Film speed – How film responds to light - filmgrain – sensitivity – structure of film – film vs digital.UNIT V EXPOSURE AND IMAGE MAKING TECHNIQUES 10 hrs.

How an exposure meter works –ambient light meters –flash meter readings - Built in meter – External lightmeter – Metering techniques –incident light metering – reflective light metering -0 spot metering – gray scale- Framing-Perspective- Texture- Pattern- Composition- and Design.

Assignment: Expose 100 imagesPROJECT OUTLINE:

PHOTOGRAPHS - 70 MARKSVIVA - 30 MARKS

TOPICS01. Texture02. Pattern03. Perspective04. Busy Road05. Landscape06. City At Night07. Story Board08. Portrait

Total No of Photographs: 50 Only

Size: 8 × 12 Inches.

Note: Technical Detail Should Be There For All The Photographs.

TEXT / REFERENCE BOOKS:1. John hedgecoe’s, New Introductory Photographic Course, Mitchell Beazley, 19902. Julian Clader, John Garrelt, 35mm Photographers Handbook, Pan Macmillan, 19903. Richard New man, How to take great Photographs at Night, Collins Brown,20034. Terry Hope, Photo-Journalism, Rotovision SA, 20015. Steve Bavister, Lighting for Portrait Photography, Rotovision SA, 20016. Roger hicks &Francis schultz, Darkroom basics and beyond, Patterson, 2000

SATHYABAMA UNIVERSITY FACULTY OF SCIENCE & HUMANITIES

B.Sc VISUAL COMMUNICATION 14 REGULATIONS 2010

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SVCX1005 PRINTING AND PUBLICATIONSL T P Credits Total Marks

3 0 0 3 100

UNIT I HISTORY OF PRINTING PRESS 10 hrs.

History of printing- Type form - principles of printing (Relief, intaglio, lithography, screen printing, xerography) -Press development (Platen Press, Flatbed Cylinder Press, rotary Press), Different units of a printing press.

UNIT II PRINTING PROCESS 10 hrs.

Different printing processes - Different stages of a printing process, letterpress, offset printing – process, inkingunit, Structure and organization of a printing press, Flexography (2 roller & 3 roller system) - Gravure printing process,Screen printing - methods of preparing photo stencils, xerography, laser printing.

UNIT III COLOUR THEORIES 10 hrs.

Color Theories – Additive color theory, subtractive color theory, importance of color in printing.

UNIT IV DESIGNING & PROOF READING 10 hrs.

Design - elements of design - Principles of design - Different stages of a design, Typography - Principles ofgood typography – layout -purposes and advantages of a layout - copy preparation - disadvantages of a bad copy- copy mark up, copy fitting, proof reading, different types of proofs, qualifications of a good proof reader.

UNIT V PAPER & INK 10 hrs.

Ink - Components of ink - Different types of ink - Paper - different types of paper.

TEXT / REFERENCE BOOKS:1. Michael Adams, David D.Faux, Llyod J. Rieber Delmar, Printing Technology, Thomson, 20012. Narendra Nath Sarkar, Art and Print Production, Oxford University Press, 2008

UNIVERSITY EXAM QUESTION PAPER PATTERN

Max. Marks: 80 Exam Duration: 3 hrs.

Part A: 10 Questions of 2 mark each. No choice 20 marks

Part B: 2 Questions from each unit of internal choice, each carrying 12 marks. 60 marks

SATHYABAMA UNIVERSITY FACULTY OF SCIENCE & HUMANITIES

B.Sc VISUAL COMMUNICATION 15 REGULATIONS 2010

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SVCX1006 VISUAL ANALYSIS TOOLL T P Credits Total Marks

3 0 0 3 100

UNIT I SEMIOLOGICAL ANALYSIS 10 hrs.

The problem of meaning – signs – signs and truth – language and speaking – the synchronic and the Diachronic– Syntagmatic analysis – Paradigmatic analysis – Intertextuality – Metaphor and metonymy – codes – semiology ofthe television medium

UNIT II PSYCHOANALYTIC CRITICISM 10 hrs.

Brain states – transpersonal psychology - The Unconscious – sexuality – the Oedipus complex – id, ego, superego – symbols – defense mechanisms – Dreams – Aggression and guilt – psychoanalytic analysis of the media

UNIT III SOCIOLOGICAL ANALYSIS 10 hrs.

Cultural studies, analysis of visual – semiotics, denotation, connotation and Iconography - Analysis of film andtelevision – six levels of analysis - psychoanalytic understanding of visual images - Different perspectives and methodsof visual analysis.

UNIT IV GENDER ANALYSIS 10 hrs.

Selling magic – Breaking the advertising code – commercials and anxiety – uses and gratification – contentanalysis

UNIT V MARXIST ANALYSIS 10 hrs.

Materialism – The base and the super structure – false consciousness and ideology – class conflict – alienation– the consumer society – Bourgeois heroes – Hegemony

TEXT / REFERENCE BOOKS:1. Mirzoeff. F. An Introduction to visual culture, Rout ledge, London. 19992. Arthur Asa Berger. Media Analysis Techniques, SAGE Publication, New Delhi 1976.3. Dallas J.R.Ewing. Techniques of interpretation, SAGE Publication, New Delhi.

UNIVERSITY EXAM QUESTION PAPER PATTERN

Max. Marks: 80 Exam Duration: 3 hrs.

Part A: 10 Questions of 2 mark each. No choice 20 marks

Part B: 2 Questions from each unit of internal choice, each carrying 12 marks. 60 marks

SATHYABAMA UNIVERSITY FACULTY OF SCIENCE & HUMANITIES

B.Sc VISUAL COMMUNICATION 16 REGULATIONS 2010

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SVCX1007 AUDIO PRODUCTIONL T P Credits Total Marks3 0 0 3 100

UNIT I SOUND AND VIBRATION 10 hrs.

What is Sound – Db – Fundamental of Acoustic – Threshold of hearing – frequency response - Frequencyrange of various musical instruments - Echo, Reverberation, Delay, and Decay.

UNIT II MICROPHONES AND LOUDSPEAKERS 10 hrs.

Microphone – types of microphones – Microphone directional characteristics. Phantom power supplies –Microphone placements for various music instruments Cordless Microphones – Contact microphone – Speakers, woofertweeter.

UNIT III SOUND RECORDING TECHNIQUES 10 hrs.

Fundamental recording techniques – Optical Magnetic and Digital recording – Mono recording – stereo sonicrecording – X-Y Recording – M-S Recording – Equalizer Compressor Limiter – DOLBY Noise Reduction systems.

UNIT IV RECORDING FORMATS & ACCESSORIES 10 hrs.

Audio Sample Rate – SMPTE Time code – Audio Mix down – Audio File formats DVD Blu-Ray Disc (BD)Cables and Connectors – Balanced Unbalanced cables – Modern Recording studio console.

UNIT V RECORDING & REPRODUCTION SYSTEMS 10 hrs.

Usage of Pilot track – Dubbing and Efx, Rerecording Final Mixing – Dolby digital NR System, 5.1dts Digitalsurround Alignments – 6.1 DTS – SDDS – Parameter of surround media file formats.

TEXT / REFERENCE BOOKS:1. John M. Woram, The Recording Studio Hand Book, sagamore Publications; 1976.2. Bartlett And Bartlett, Practical Recording Techniques, 5th Edition, Focal press, 20093. Vasuki Belavadi, Video Production, Oxford University Press, 20084. Mike Collins, Choosing And Using Audio And Music Software, first edition, Focal Press, 20045. Tomlinson holman, Surround sound up and running, Second edition, focal press, 2008

UNIVERSITY EXAM QUESTION PAPER PATTERN

Max. Marks: 80 Exam Duration: 3 hrs.

Part A: 10 Questions of 2 mark each. No choice 20 marks

Part B: 2 Questions from each unit of internal choice, each carrying 12 marks. 60 marks

SATHYABAMA UNIVERSITY FACULTY OF SCIENCE & HUMANITIES

B.Sc VISUAL COMMUNICATION 17 REGULATIONS 2010

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SVCX4005 COMPUTER GRAPHICS DESIGNL T P Credits Total Marks

0 0 4 2 100

UNIT I INTRODUCTION TO MULTIMEDIA 10 hrs.

Introduction of Multimedia - Elements of Multimedia –Computer Basics - Hardware and editing software forMultimedia production

UNIT II COMPUTER GRAPHICS 10 hrs.

About Graphic Design - Introduction Computer Graphic - Elements of Design – Graphic design process -Typography - Colors

UNIT - III ADOBE ILLUSTRATOR 10 hrs.

Adobe Illustrator Introduction - Working with Vector Objects –Transformation, Pathfinder - Illustration and Painting– Filters & Effects, Exporting a Document.

UNIT IV IMAGE EDITING 10 hrs.

Adobe Photoshop Introduction - Working with Images and Manipulation - About Layer – Color Correction &Retouching - Filter effects - File Formats

UNIT V COMMERCIAL DESIGNING 10 hrs.

Logo Design - Stationery Design - Commercial Designing - Production Process.- Creating Portfolio

PROJECT OUTLINE:

• Logo Design

• Brochure Design

• Stationary Design

• Magazine Design & Poster Design

Students should design according to the concept and submit along with Print out & Source file in CD / DVD.

TEXT / REFERENCE BOOKS:1. Gavin Ambrose + Paul Harris The Fundaments of Graphic Design, Ava publication, 2008.2. Mordy Golding. Real World Adobe Illustrator CS4, Peachpit Press, 2008.3. Adope creative team Adobe Photoshop CS4 Classroom in a book, Adobe Press 2008..

SATHYABAMA UNIVERSITY FACULTY OF SCIENCE & HUMANITIES

B.Sc VISUAL COMMUNICATION 18 REGULATIONS 2010

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SVCX4006 SCRIPT WRITINGL T P Credits Total Marks

0 0 4 2 100

UNIT I WRITING FOR FICTION 10 hrs.

Fiction: Story idea, synopsis, plot and story, sub plot, plot patterns, Major character and minor characterdevelopment. Conventional narrative structure, dramatic values, dialogue writing, writing for comedy- Advertisementfilms.

Assignment: Script for PSA (10-45 sec).

UNIT II WRITING FOR NON - FICTION 10 hrs.

Non Fiction: non-narrative elements, different genres of Non Fiction- factual film, documentary films, News reelfilms, publicity films, and educational films.

Assignment: Script for Commercial Ad film (10-20-30 secs)

UNIT III ADAPTATION 10 hrs.

Adaptation: Adapting the story from short story, novel, drama, histories, mythologies, news paper, magazinesand real life.

Assignment: Project Proposal for Reality shows/ Interview

UNIT IV WRITING FOR TELEVISION 10 hrs.

Writing for television: Writing for TV serials, writing for Telefilms Preparing for interview, discussions, vox pox,reviews, game shows, musical shows, dance shows, developmental programmes, writing for compere andannouncement.

Assignment: Script for documentary film

UNIT V PROCESS OF STORY DEVELOPMENT 10 hrs.

Script writing stages - format and presentation of the scripts - story board.

Assignment: Script for Short film

PROJECT OUTLINE:

1. Script for PSA, (Synopsis/Script/Storyboard)

2. Commercial Ad Film, (Synopsis/Script/Storyboard)

3. Reality Show / Interview (Project Proposal)

4. Documentary (Script)

5. Short film (Synopsis, Master-Scene script)

TEXT / REFERENCE BOOKS:1. Lewis Herman, Practical Manual of Screenplay Writing, New American Library, 19742. Lajos Egri, The Art of Dramatic Writing, Wildeside Press LLC, 2007.3. Anthony Friedmann, Writing for Visual Media, Focal Press, 2010 4. Jean Rouveral, Writing for soaps5. Barry Hampe, Making Documentary Films and Reality shows, Henry Holt & Company, 1997.

SATHYABAMA UNIVERSITY FACULTY OF SCIENCE & HUMANITIES

B.Sc VISUAL COMMUNICATION 19 REGULATIONS 2010

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SVCX4007 BASICS OF ADVERTISINGL T P Credits Total Marks

0 0 4 2 100

UNIT I INTRODUCTION TO ADVERTISING 10 hrs.

The foundations of advertising – advertiser – agency partnership – the advertising environment

UNIT II ADVERTISING STRATEGY 10 hrs.

Audience analysis and buyer behavior – segmentation – targeting – positioning – audience research – advertisingobjectives – strategy and plans – intercultural and international advertising

UNIT III CREATIVE STRATEGY 10 hrs.

Creativity – creative strategy – copy writing – art direction – print production – electronic production

UNIT IV MEDIA STRATEGY & PLANNING 10 hrs.

Media objectives – strategy and planning – print media – electronic media – direct marketing and out of homeadvertising

UNIT V SALES PROMOTION 10 hrs.

Sales promotion and supplementary media –special communication – local advertising – from plan to result thecomplete campaign

PROJECT OUTLINE:

• Basic Layout Principles,

• Product alone,

• Product in setting,

• Product Location,

• Symbolic, advantages & Disadvantages, trade, graphs, Models, cartoons etc.

Students should design according to the concept and submit along with Print out & Source file in CD / DVD.

TEXT /REFERENCE BOOKS:1. Advertising Basics Bovell2. Michael Newman Wiley, Creative Leaps(Reference), John Wiley & Sons (Asia), 20033. Lisa l.Cyr, Innovative Promotions That Work, Rock Port Publishers, 2006.

SATHYABAMA UNIVERSITY FACULTY OF SCIENCE & HUMANITIES

B.Sc VISUAL COMMUNICATION 20 REGULATIONS 2010

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SVCX1008 MEDIA MANAGEMENTL T P Credits Total Marks

3 0 0 3 100

UNIT I MANAGEMENT STRUCTURE & ITS FUNCTIONS 10 hrs.

Management in Media organization – Structure – nature and process of management – levels of management– skills, functions and management roles. Theories of management – classical, human relationships, modern approachesto management. Societal and organizational environment.

UNIT II PRODUCTION MANAGEMENT 10 hrs.

Production management - preproduction, scheduling, budgeting, financing, controlling, production, post-productionand delivery.

UNIT III MEDIA CONVERGENCE 10 hrs.

Entrepreneurship – Monopoly, oligopoly. Financial management – Media convergence, economics. Future of mediabusiness –Employment opportunities and status of media industry.

UNIT IV ADVERTISING MANAGEMENT 10 hrs.

Advertising management - profit, sales and market share objectives, setting the budget, media selection andmedia scheduling.

UNIT V MARKETING MANAGEMENT 10 hrs.

Marketing – management – creativity and innovation – internal communication and external communication.Understanding market and factors - audiences – research and analysis, ratings, trends in marketing and selling.

TEXT / REFERENCE BOOKS:1. Block et al. Managing in the Media. Focal Press 2001.2. Alan B. Albarran, Sylvia A handbook of Media management and Economics – Lawrence Elbaun Associate Publishers, 2006.3. Andrej vizjak and Max Riglstter, Media management, Springer, 20034. William james willis and diane B.willis, New Directions in Media Management, Routledge, 2006.5. Alan B. Albarran Management of Electronic Media, Wadsworth, 20096. Barry G. Sherman, Telecommunications and Management - the Broadcast and Cable Industries, McGraw Hill 1987.7. Richard Gates, Production Management for Film and Video, Focal Press, London, 1992.

UNIVERSITY EXAM QUESTION PAPER PATTERN

Max. Marks: 80 Exam Duration: 3 hrs.

Part A: 10 Questions of 2 mark each. No choice 20 marks

Part B: 2 Questions from each unit of internal choice, each carrying 12 marks. 60 marks

SATHYABAMA UNIVERSITY FACULTY OF SCIENCE & HUMANITIES

B.Sc VISUAL COMMUNICATION 21 REGULATIONS 2010

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SVCX1009 TELEVISION PRODUCTION THEORYL T P Credits Total Marks

3 0 0 3 100

UNIT I INTRODUCTION TO TELEVISION PRODUCTION 10 hrs.

Introduction to Visualization & principles of Visual Grammer.Different approaches to Visualization –TV, Films,and AD Films. Different stages of production. Personnel for Video production & News.

UNIT II VIDEO AND BROADCAST TECHNOLOGY 10 hrs.

Analogue & Digital technology/How does a Tv set works? Videotapes Format, Broadcasting Formats &Transmission Technologies.

UNIT III TECHNIQUES OF TELEVISION CAMERA 10 hrs.

Camera and its parts,camera features and their effects. camera mounting equipments, camera movements –distance – angles. Types of lenses and its uses, Different types of shots. Properties of light/ Lighting instruments andcontrols.

UNIT-IV: SCRIPTING & EDITING 10 hrs.

Story- storyboard, formats of scripts, treatment and research. Creative writing for video, Tv news, documentaries& fiction. Introduction to editing, editing theories, Montage, linear editing & Non-linear editing.

UNIT V STUDIO PRODUCTION AND CONTROL 10 hrs.

Studio Production – set design and composition, different types of studio production – Indoor and out door,Single-Camera/Multi-Camera & Field production. Production management, Production team, wardrobe, makeup, setsand properties, floor management.

TEXT / REFERENCE BOOKS: 1. Herbert Zettl, Television production handbook, seventh edition, Thomas Wadsworth, 2006 2. Robert B. Musburger and Gorham Kindem. Introduction to Media Production, Third Edition: The Path to Digital Media Production,

4th Edition, Focal press, 2009. 3. Jeremy Orlebar. Arnold, Digital Television Production: A Handbook, 2002 4. Mirzoeff. F. An Introduction to visual culture, Routledge, London, 1999 5. Vasuki Belavadi, Video Production, Oxford university press ,2008

UNIVERSITY EXAM QUESTION PAPER PATTERN

Max. Marks: 80 Exam Duration: 3 hrs.

Part A: 10 Questions of 2 mark each. No choice 20 marks

Part B: 2 Questions from each unit of internal choice, each carrying 12 marks. 60 marks

SATHYABAMA UNIVERSITY FACULTY OF SCIENCE & HUMANITIES

B.Sc VISUAL COMMUNICATION 22 REGULATIONS 2010

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SVCX1010 PUBLIC RELATIONSL T P Credits Total Marks

3 0 0 3 100

UNIT I INTRODUCTION TO PUBLIC RELATIONS 10 hrs.

Public Relations – Definition, Elements of PR – functions of PR – Need of PR – history of PR ,growth of PRin India, - Public relations - propaganda and public opinion - PR as a Management.

UNIT II PUBLIC RELATIONS TOOLS 10 hrs.

Stages of PR – Planning, Implementation research, evaluation, PR practitioners and media relations - PressConference - Press release exhibition and other PR tools – Communication with the public – internal and external,employer, employee relations - Community Relations.

UNIT III PR CAMPAIGN PLANNING 10 hrs.

PR in India – Public and Private Sectors – PR Counseling - PR agencies – PR and advertising – PR for mediaInstitutions – Planning for PR campaigns – types of publicity –production – house Journals – Motion pictures, kits,Trade fairs, open house etc.

UNIT IV PR MANAGEMENT & CASE STUDIES 10 hrs.

Share holders - relations, dealers - relations, - PR for hospitals - PR for charitable institutions - PR for defense- PR for NGOs – PR for political parties - management and case studies.

UNIT V PR RESEARCH TECHNIQUES AND CODE OF ETHICS 10 hrs.

PR research techniques - PR tools and publicity materials – Traits of Good PRO - PR and law - PR and newtechnology - code of ethics – International PR – Professional organizations – Emerging Trends

TEXT / REFERENCES BOOKS:1. J.L Kumar, Mass Media, Anmol Publications Pvt ltd., New Delhi. 20062. Alison theaker, The Public Relations, 2nd Edition, Routledge, USA, 20043. Jane Johnston, Clara Zawawi, Public Relations: Theory and Practice ,Allen & Unwin, 2009

UNIVERSITY EXAM QUESTION PAPER PATTERN

Max. Marks: 80 Exam Duration: 3 hrs.

Part A: 10 Questions of 2 mark each. No choice 20 marks

Part B: 2 Questions from each unit of internal choice, each carrying 12 marks. 60 marks

SATHYABAMA UNIVERSITY FACULTY OF SCIENCE & HUMANITIES

B.Sc VISUAL COMMUNICATION 23 REGULATIONS 2010

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SVCX4008 ANIMATION & WEB DESIGNINGL T P Credits Total Marks

0 0 4 2 100

UNIT I INTRODUCTION TO ANIMATION 10 hrs.

Introduction of Animation – About computer animations –Principles of animation – Animation production -Animation tools & techniques – Computer animation production tasks.

UNIT II FLASH TOOL 10 hrs.

Types of animation - Introduction to 2d animation – Creating Storyboards – An overview of Adobe Flash -Explore the panels - Creating & Editing the symbols – Writing a basic ActionScript

UNIT III MANAGING THE FILE AND PUBLISHING 10 hrs.

Editing Layer Properties - Text mode in flash – Managing the Timeline - Appling a Filter effect on graphics -Optimizing Flash Movies - Publishing Flash Movies

UNIT IV WEB DESIGNING USING HTML 10 hrs.

Introduction to interactive multimedia – Abou Internet - Basic HTML scripting - About the web colors - Developinginteractive web pages – Web Banner Creation.

UNIT V FLASH VIDEO CONVERSION AND PRESENTATION 10 hrs.

Adding Sound file to Flash Projects - Converting Movie file to FLV – Integrating Flash movies with HTMLDocuments - Creating Content and Presentation in Flash

PROJECT OUTLINE:

• Logo Animation.

• Web Banner (Advt.),

• 2 D Product Ad.

• Web designing ( Front Page)

• Portfolio

Student should submit 2D Animation with Interactive and Web banner along with Story Board Approval, Outputfile & Source File in CD /DVD.

TEXT / REFERENCE BOOKS:1. Doug Sahlin and bill Sanders, Flash CS4 all in one for dummies, first edition, wiley Publishing Inc.,20092. Douglas E. Comer., The Internet Complete Reference, Millenium Edition– Mc Graw hill Companies.3. Wendy Willard, HTML A Beginner’s Guide, Fourth Edition, Tata Mc Graw Hill - 2009

SATHYABAMA UNIVERSITY FACULTY OF SCIENCE & HUMANITIES

B.Sc VISUAL COMMUNICATION 24 REGULATIONS 2010

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SVCX4009 RADIO PRODUCTIONL T P Credits Total Marks

0 0 4 2 100

UNIT I BASIC SOUND RECORDING 10 hrs.

Basic Sound recording techniques – Sound wave creation – Micro phone techniques - -Frequency Ranges -Radio makes pictures – studio layout – digital audio workstation – audio editing principles –news values – newsreporting functions.

UNIT II TYPES OF INTERVIEW 10 hrs.

News policy and practice – objectivity – legality – news values – How to design commercial jingles -- the newsreporting function – the newsroom operation – types of interviews – preparation before the interview –Types of radiointerviews – location interviews.

UNIT III PRODUCING RADIO PROGRAMME 10 hrs.

Radio Advertising – News reading and presentation – stages producing a radio programme – technical control-- studio operation - music programming for radio – making commercials – copy policy. – Sound Analyzing for radioprogramme.

UNIT IV RECORDING & MIXING 10 hrs.

Outside broadcaster (Remote) – publicity – radio programme research - music recording - FM studio layout -recording & mixing technique - production points – documentary and feature programmes - role of the radio producer.

UNIT V RADIO ADVERTISEMENT 10 hrs.

Cinema advertising for Radio – post production – role of executive producer – radio drama - AM Stations inIndia – Jingles arranging for Radio – PSA Script for radio production – radio transmission and receiving - satelliteradio.

PROJECT OUTLINE:

All the above mentioned has to be submitted with paper works and the projects made by the students shallbe submitted in CD / DVD.

TEXT BOOKS / REFERENCE :1. Robert McLeish, Radio production, 5th Edition, Elsevier, 20052. John M .woram, The recording studio hand book, Sagamore Pub. Co., 19763. Mike collins, Choosing and using audio and music software, Focal Press, 2004 4. Bartlett and Bartlett, Practical recording techniques, 5th Edition, Focal Press, 2008

SATHYABAMA UNIVERSITY FACULTY OF SCIENCE & HUMANITIES

B.Sc VISUAL COMMUNICATION 25 REGULATIONS 2010

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SVCX4010 ADVANCED PHOTOGRAPHYL T P Credits Total Marks

3 0 0 3 100

UNIT I COLOUR 10 hrs.Additive colours – Subtractive colours – Colour balance – colour corrections – hue and saturation- contrasting

colours –psychological significance of colours-Types of colour film – Characteristic of colour films –sensitivity to colour- colour temperature

UNIT II LIGHTS 10 hrs.Direction of lights – Diffused light-bounced diffused light – diffused bounce diffused light – point light – difference

between point light and diffused light - Degree of diffusion – Available Light – Artificial Lights – Portable flash light–using a portable flash extensively -using portable flash for portraiture

UNIT III LIGHTINGS 10 hrs.Key Light or Main light – Fill light – Simple portraiture lightings - using one light source- using two lights-using

multiple lights – synchronization – flash sync speed- slave lights-international portrait photographers

UNIT IV TECHNIQUES ON IMAGE MAKING 10 hrs.Advanced techniques of Framing – Perspective –forced perspective-perspective correction- Texture – Pattern –

Composition – Graphic Design in photography – Emphasis – Balance- the symmetrical world – asymmetry

UNIT V DIGITAL IMAGING 10 hrs.Digital imaging – Latest trends in digital imaging-Overview on Digital imaging – Equipment needed for digital

imaging - Editing digital images-resizing digital images –print usage-online usage- a career in digital imaging-digitalPhotographers

Photographs:70 MarksViva: 30 MarksTOPICS

1. One Color

2. Two Color

3. Three Color

4. Degrees Of Lighting – Day Light

5. Degrees Of Lighting – Studio Light

6. Nature Of Lights

7. Digital Imaging

8. Conceptual Images

9. Portraits

Total No of Photographs: 50 OnlySize: 8x12 Inches.Note: Technical Detail Should Be There For All The Photographs.TEXT / REFERENCE BOOKS:1. John hedgecoe’s, New Introductory Photographic Course, Mitchell Beazle, 19982. Julian Calder, John Garrett, 35mm Photographers Handbook, Pan Macmillan, 19903. Richard Neuman, How to take great Photographs at Night, Collins &Brown, 20034. Terry Hope, Photo-Journalism, Rotovision SA, 2002

SATHYABAMA UNIVERSITY FACULTY OF SCIENCE & HUMANITIES

B.Sc VISUAL COMMUNICATION 26 REGULATIONS 2010

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SVCX1011 INTRODUCTION TO COMMUNICATION RESEARCHL T P Credits Total Marks

3 0 0 3 100

UNIT I INTRODUCTION TO RESEARCH 10 hrs.

Meaning of research – Objective - motivation – types of research – significance of research – Research process– Criteria of good research – Problems encountered by researchers in India.

UNIT II RESEARCH DESIGN 10 hrs.

Types of research design – Exploratory - Descriptive and Experimentation. Merits and demerits of these methods.Opinion polls, and audience research and viewership ratings - Protocols of research methods.

UNIT III METHOD OF DATA COLLECTION 10 hrs.

Data collection methods – Primary data and secondary data – Types of secondary data – Survey data,Observation data. General accuracy of data collected. Questionnaire method – Structured and non-structured –Telephone and personal interviews. Questionnaire construction methods.

UNIT IV SAMPLING 10 hrs.

Sampling – Types of sample – Random, Cluster, Stratified Systematic, Probability and non-probability,Convenience, Judgment, Quota, etc. Sampling problems. Sample error. Choosing a sample design.

UNIT V EVALUATION & WRITING THESIS REPORT 10 hrs.

Preparation and tabulation of collected data. Data analysis. Identifying interdependencies. Steps involved in writinga research paper/report – Written research report – Evaluation of the Research procedure.

TEXT / REFERENCE BOOKS:1. C R Kothari, Research Methodology, 2nd Edition ,New Age International Publication, 20082. Roger D. Wimmer, Joseph R. Dominick, Mass Media Research: An Introduction, Thomas Wadsworth ,2006

UNIVERSITY EXAM QUESTION PAPER PATTERN

Max. Marks: 80 Exam Duration: 3 hrs.

Part A: 10 Questions of 2 mark each. No choice 20 marks

Part B: 2 Questions from each unit of internal choice, each carrying 12 marks. 60 marks

SATHYABAMA UNIVERSITY FACULTY OF SCIENCE & HUMANITIES

B.Sc VISUAL COMMUNICATION 27 REGULATIONS 2010

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SVCX1012 MEDIA ETHICSL T P Credits Total Marks

3 0 0 3 100

UNIT I DEFINE ETHICS & MORAL DEVELOPMENT 10 hrs.

Defining ethics – Why Media Ethics? - Media communication Ethics-various branches of ethics – Ethical Dilemmas- Ethical communication – Ethical values and attitudes – Principles of media ethics.

UNIT II ETHICS & SOCIETY 10 hrs.

Ethics and Society – Functions of ethical system – system of ethics – Obscenity and Blasphemy in Indiancontext - social responsibility – Press council of India - Codes of Conduct – Social Networking - Ethics in cyberspace.

UNIT III MEDIA & ETHICAL CHALLENGES 10 hrs.

Economic pressure and moral obligation – Concentration on Media Ownership – Advertising and Social issues- Advertising and Ethical challenges.- Obscenity and Indecency - Media and Antisocial behavior - Case Study.

UNIT IV MEDIA PRACTITIONERS & SOCIAL JUSTICE 10 hrs.

Media Practitioners and Social Justices- Principles and concept – Libertarian concept, Egalitarian concept andsocial responsibility.- Ethical Decision making- Privacy law in India – privacy and public interest.

UNIT V MEDIA ETHICS & HUMAN RIGHTS 10 hrs.

Media ethics & Human rights – Right to Information – Contempt of court - Media communication ethics –concept of stereotypes – role – Media content, Racial, Ethical minorities - Media Politics. Case study.

TEXT / REFERENCE BOOKS:1. Arun Bhatia, Media and Communication Ethics, Akansha Publishing House, New Delhi.20052. Louis Alvin Day, Ethics in Media communication, 4th edition, Thomson Wadsworth Publication, 2003.3. Paranjoy Guha Thakurta Media Ethics Oxford Univeristy Press, 20104. Jan R. Hakemulder, Fay A. C. de Jonge, P. P. Singh, Media, Ethics & Laws, Anmol Publications PVT. LTD., New delhi, 2006

UNIVERSITY EXAM QUESTION PAPER PATTERN

Max. Marks: 80 Exam Duration: 3 hrs.

Part A: 10 Questions of 2 mark each. No choice 20 marks

Part B: 2 Questions from each unit of internal choice, each carrying 12 marks. 60 marks

SATHYABAMA UNIVERSITY FACULTY OF SCIENCE & HUMANITIES

B.Sc VISUAL COMMUNICATION 28 REGULATIONS 2010

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SVCX1013 ART & AESTHETICSL T P Credits Total Marks

3 0 0 3 100

UNIT I INTRODUCTION TO ART 10 hrs.

Art, artist and society Functions of Arts – Eastern and Western thoughts.

UNIT II TYPES OF AESTHETICS 10 hrs.

Types of aesthetics, Western aesthetic categories – Beauty, Tragic, Comic, Sublime etc.

UNIT III INDIAN AESTHETICS 10 hrs.

Indian aesthetics – beauty and rasa; Dhvani theory, Tamil aesthetics. Agam/Puram and Thinai.

UNIT IV MODERN ART 10 hrs.

Major modern art movements and concepts. The feeling and the form. The art experience.

UNIT V ART IN DIGITAL AGE 10 hrs.

Social responsibility of the artist - Contemporary aesthetics – Art in the digital era.

TEXT / REFERENCE BOOKS:

1. Arnold Hanser, Social History of Art, Routledge and Kegan Paul, London, 1982.2. Ernst Fischer, The necessity of Art, penguin Books, U.K. 19633. Yuri Borev, Aesthetics, Progress Publications, Moscow, 1985.4. Compilation, Aestheticians, publications Division, Government of India, 1990

UNIVERSITY EXAM QUESTION PAPER PATTERN

Max. Marks: 80 Exam Duration: 3 hrs.

Part A: 10 Questions of 2 mark each. No choice 20 marks

Part B: 2 Questions from each unit of internal choice, each carrying 12 marks. 60 markS

SATHYABAMA UNIVERSITY FACULTY OF SCIENCE & HUMANITIES

B.Sc VISUAL COMMUNICATION 29 REGULATIONS 2010

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SVCX4011 TELEVISION PRODUCTIONL T P Credits Total Marks

0 0 4 2 100

UNIT I COMPOSITION & FRAMING 10 hrs.

Basic of shot composition - Framing effective shots - Purpose of good composition – 180 degree rule - Shootingbasic movements pan & tilt.

Project: Basic Camera angles and Composition / duplicating scene from original scene.

UNIT II CAMERA & LIGHTING 10 hrs.

Identifying camera and its parts/ White balance/ Microphone usage Lights - Type of lights - 3 point lighting -Color temperature - Light intensity -Lighting controls – Lamps – Filters – Snoots – Net – Cutter - Band doors -Lighting indoor and outdoor – Introduction to chroma key production followed by chroma key shoot

Project: Chromo key project

UNIT III PRODUCTION PROCESS 10 hrs.

Different stage of programme production - idea stage - research, scripting, planning - preparation of story board,production board - all paper works - cue sheets, programme execution - set and costume selection, floor planpreparation - rehearsal, recording - Introduction to Ad film production.

Project: Ad film /Promotional Video/music video

UNIT IV MULTI-CAMERA PRODUCTIONS 10 hrs.

Essential of TV studio - Studio production - Principle of ENG, EFP – Multi camera set up – Scripting – Howto Interview?

Project: Cookery Show / Interviews / Breakfast Show

UNIT V TV PRODUCTION MANAGEMENT 10 hrs.

Role of TV producer/director - TV production crew, technical and production - Duties and responsibilities

Projects: Documentry/Short film

TEXT / REFERENCE BOOKS:1. Kris Malkiewicz Film Lighting, Prentice hall Press,19862. Joseph V Mascelli, The Five C’s of Cinematography, Silman James press, 19983. Yues Thoraval ,The Cinemas of India (1896-2000), Macmillan, India, 20004. Hooper White, How to Produce Effective TV Commercials, NTC Business Books, 19945. Vasuki Belavadi, Video Production, Oxford university press,2008

SATHYABAMA UNIVERSITY FACULTY OF SCIENCE & HUMANITIES

B.Sc VISUAL COMMUNICATION 30 REGULATIONS 2010

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SVCX4012 COMMERCIAL PHOTOGRAPHYL T P Credits Total Marks

0 0 4 2 100

UNIT I INTRODUCTION TO COMMERCIAL PHOTOGRAPHY 10 hrs.

Introduction - Why Commercial photography? - What is Commercial photography? - How to start Commercialphotography - Commercial photography studio - Different types of Commercial photography - How to Get specialization.

Assignment: Expose 100 images on different types of photography.

UNIT II NEW TRENDS & TECHNIQUES 10 hrs.

New trends and techniques in Digital imaging - Understanding the equipments - Latest lights - lighting - andCameras - Different brands of camera - Different types of capturing softwares - Different types of image editingsoftwares.

Assignment: Expose 100 images on Still life with and without artificial lights.

UNIT III INTRODUCTION TO STILL LIFE PHOTOGRAPHY 10 hrs.

Introduction to Still life Photography - Product photography - Lighting for products - cutout shot - product insmall setup - product with big set up - product in location - product in use.

Assignment: Expose 100 images on Photography

UNIT IV INTRODUCTION TO PEOPLE PHOTOGRAPHY 10 hrs.

Introduction to people photography - Simple Portrait lighting - Portrait at location - Converting Portrait in toFashion photography - Makeup - Styling - and posing for fashion - Fashion at Studio - fashion at location - Models- Model coordinators.

Assignment: Expose 100 images on portrait and Fashion photography.

UNIT V ARCHITECTURAL PHOTOGRAPHY 10 hrs.

Introduction -Architectural photography - Industrial photography - Landscape - Nature photography - Fine Artphotography - Live Demo at the execution of an commercial photography event – post production art of selling andpromoting - billing.

Assignment: Expose 100 images on other categories.

PROJECT OUTLINE:

• Table top – Product alone, Product in setting, product in location,

• Fashion,Industrial still life,

• Portrait, wildlife, Nature, Architecture Photography.

TEXT/ REFERENCE BOOKS:1. Rick Souders, The Art & Attitude of Commercial Photography ,Watson-Guptill, 2002.2. Robert Hirsch, Light and Lens: Photography in the Digital Age, Elsevier, 2008.3. Ivan Hissey, Jerry Glenwright, Roger Pring, Digital Photography Made Easy, Ilex Press, 20064. Chris Weston, Nature Photography: Insider Secrets from the World’s Top Digital Photography, Focal Press, 2008.

SATHYABAMA UNIVERSITY FACULTY OF SCIENCE & HUMANITIES

B.Sc VISUAL COMMUNICATION 31 REGULATIONS 2010

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SVCX4013 3D MODELING & SPECIAL EFFECTSL T P Credits Total Marks

0 0 4 2 100

UNIT I ABOUT 3 DIMENSIONS 10 hrs.

Introduction of CGI – Core Concepts of 3dimension – Animation Concepts & Methods – Coordinate Systems –3D Production Workflow - 3 D Tools

UNIT II 3 D TOOL AUTO DESK 3DS MAX 10 hrs.

An overview of 3dsmax Interface – Basic 3ds Max Term & Concepts – 3d Modeling Concepts & Techniques- Viewing and navigating 3D Space - Categories of objects – Transforming and Manipulation objects.

UNIT III MODELING & TEXTURING 10 hrs.

View Port Mode - Creating Basic Modeling - Materials & Mapping - List of Modifiers - Cloning & Arraying theobjects

UNIT IV ANIMATION & LIGHTING 10 hrs.

Hierarchy in Animation - Using track Editor, Curve Editor - Particle System - Space Warps –3d Lighting Concepts– Common Light Parameters - Camera Setup & animating

UNIT V REACTOR & SPECIAL EFFECTS 10 hrs.

Basic Reactor - Atmospheres & Effects - Video Post Effect - Rendering Setup - Output Format in 3ds max

Project outline: Students should submit along with Story Board Approval, Output File & Source file in CD /DVD.

• Story Board for Story min ( 1 Min)

• AD – 3d Studio

• Film Promo

• Logo Ad

• Modeling

• Product Ad.

TEXT / REFERENCE BOOKS:1. Randi L. Munn with Jon Mcfarland, Introducing 3ds Max 9 – 3d for Beginners, Jhon Wiley & Sons, 20082. Mark Giambruno, 3 D Graphics & Animation, Second Edition, Pearson Education Ltd, 2003.3. Todd Daniele Polygon Modeling with 3ds Max Thinking Outside of the box.4. Kristian Besley, Sham Benegal, David Powers with Eric Dolecki Foundation: Action Script for FLASH8 Springer (India) Pvt. Ltd . 20065. Kelly C. Murdock 3Ds Max Bible, Sunny Offset Printers Wiley India 2006

WEBSITES:

www.3dlinks.com , www.total3d.com

SATHYABAMA UNIVERSITY FACULTY OF SCIENCE & HUMANITIES

B.Sc VISUAL COMMUNICATION 32 REGULATIONS 2010

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SVCX4014 VIDEO EDITINGL T P Credits Total Marks

0 0 4 2 100

UNIT I INTRODUCTION TO EDITING 10 hrs.

Definition of editing – history – Function of Editing – Editing principles – the role of Editor – Types of Editing– continuity – relational editing – parallel editing – Rhythmic editing – methods of editing – Online – Offline

Assignment: Short Film Review – Technical Details

UNIT II ANALOG TO DIGITAL CONVERSION 10 hrs.

Working system of Video – Analog and digital conversion – Aspect ratio – Fire wire IEEE 1394 – S Video –Scanning – Interlaced – Progressive – Broadcast standards –component & Composite video – tape formats – codec– MPEG – Video file formats

Assignment: Different Types of Video Render (AVI, QT, VOB & Graphics File)

UNIT III METHODS OF EDITING 10 hrs.

Film editing using NLE – Online & Offline clips – Time code – Capturing – Batch capture – resolution – logging– organizing bin – importing – time line – components – video and audio tracks – editing tools – Cut List

Assignment: Multilayer Video Production (Picture in Picture)

UNIT IV ROUGH CUT TO FINAL CUT 10 hrs.

Making rough cut – Drag & Drop – conventional editing – Insert & over record mode – sequence – Bin –adding tracks – working in trim mode – working with audio – working with titles – Titles – Visual effects – Telecine

Assignment: Chroma Key

UNIT V SPECIAL EFFECTS & PRINT TO TAPE 10 hrs.

Applying effects – Motion effects – Transition – Video filters – picture in picture – DVE effects – Blue screen– Chroma key – color correction – Lighting Effects – key frames – Audio editing – levels – quality – EDL exportand import – Export to different formats

Assignment: Promo Video

Software : Final Cut Pro & Avid

Project Outline: 1. Video Remix – Mid Semester 2. PSA Video – End Semester

TEXT / REFERENCE BOOKS:1. Edward Dmytryk, On Film Editing, Focal Press, First Print, 20072. Gerald Millerson, Video Production Handbook, Focal Press, 3rd Edition, 20063. Jaime Fowler, Editing – Digital Film, Integrating Final Cut Pro, Avid and Media 100, Focal Press, 20014. Karel Reisz and Gavin Millar, The Technique of Film Editing, Focal Press, 2nd Edition, 2010

SATHYABAMA UNIVERSITY FACULTY OF SCIENCE & HUMANITIES

B.Sc VISUAL COMMUNICATION 33 REGULATIONS 2010

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SVCX4015 INTERNSHIPL T P Credits Total Marks

0 0 4 2 100

For a period of two months(300 Hours of Work Experience), students will be attached to the media industryon an Internship basis, with the objective to expose them to actual situations and day to day functioning of the mediaindustry. The interns will be exposed to the particular area of specialization already chosen. The faculty of thedepartment in coordination will closely monitor progress of the interns with the guides in the media industry. A reportand a viva voce will be complete the process of evaluation.

Project reviews will be conducted during the internship project on regular intervals which would consist of.

• Weekly Report

• Presentation

• Final Report

• Submission of the presentation and final Report Presentation with the Aids and with works of thestudents.

Viva through the presentation and subject knowledge.

SVCX4016 STUDY PAPERL T P Credits Total Marks

0 0 4 2 100

The objective of the study paper is to provide an opportunity to students to engage in a concentrated study ofa topic relevant to their future career. The study is entirely library-based. Topic to be chosen in consultation with thefaculty guide assigned. While students may browse the internet, making excessive or unacknowledged use ofdownloaded materials will not be accepted. The paper will be externally evaluated for adherence to researchconventions, originality and relevance.

SVCXPROJ PROJECTL T P Credits Total Marks

0 0 30 15 100

The objective of the Project is to demonstrate the student’s competence in the chosen area of specialization,with a view to gaining a placement in the Media Industry. Criteria for selecting the topic will be based on area ofspecialization already chosen by the student. Emphasis will be given to producing work of professional quality. Thiswill help the student enter the Media Industry with an evaluate portfolio.

While the Project intends to demonstrate student’s professional competence in applying the theory learnt thethree-year course, the Comprehensives intends to review the intellectual comprehension and interiorisation of the theorywith particular reference to the area of specialization and suitability for the industry. A Panel of External experts andfaculty will asses the student’s ability to synergetically utilize the repertoire of knowledge of Visual Communication inprofessional media context.

SATHYABAMA UNIVERSITY FACULTY OF SCIENCE & HUMANITIES

B.Sc VISUAL COMMUNICATION 34 REGULATIONS 2010


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