B. A. (Mass Communication)

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- Issued in public interest by Directorate of Admissions and Academic Outreach

To promote communication education that leads to modern, ethical and creative media practices, with a positive bearing on the individual, industry and society.

Over the last decade, a large number of colleges and universities have begun to offer communication education at the bachelor’s level, particularly, in the field of journalism. This is more as a response to the growth in the media industry rather than as a measure to promote responsible media practices.

Still, such mushrooming presents, both a challenge and an opportunity to institutions that understand the power and responsibility of media in society. One of the overall objectives of this program in Amrita is to promote well – being in society through meaningful media practices.

Specifically, the objectives of this program are as follows :

• To provide a strong foundation in news media practices across different media.
• To promote an understanding of news media and their role in society.
• To promote depth in media education by laying a strong foundation in the study of arts.

The students graduating from the Mass communication program will be able to:

PEO1 [Critical Thinking] – Develop a critical and epistemological thinking in national and international politics, economy, ethics, culture, religion, and social institutions.

PEO2 [Effective Communication] – Clearly and coherentlyuse spoken and written words, and visuals for narrative, descriptive and analytical methods in informational, persuasive and creative purposes.

PEO3 [Social Interaction] – Comprehend and apply social interactions in socio-political economy, cultural, and developmental diaspora from the grassroots level to the new media to embrace difference.

PEO4[Effective Citizenship] – serve media industry interests as a means toward the greater goal of serving the public, and to also directly promote news literacy

PEO5 [Ethics] – Understand and apply ethical communication, principles and practices in academic, journalistic, personal, vocational and civic situations.

PEO6 [Environment and sustainability] – Understand the responsibility as a journalist and media student to improve the environment in which they operate and to engage in strategies and practices that promote sustainability.

PEO7 [Self-directed and lifelong learning] – Education for life not living.

The students graduating from the BA Mass communication program will be able to:

• Critical Thinking
• Effective Communication
• Social Interaction
• Effective Citizenship
• Ethics
• Environment and sustainability
• Self-directed and lifelong learning

The students of the Mass Communication program will be able to:

PSO1: Comprehend, synthesize and employ Communication theories, perspectives, principles, and concepts to create messages appropriate to the audience, purpose, and context

PSO2: Demonstrate the ability to critically analyze messages and apply rhetorical principles in a variety of creative, cinematic, organizational, professional and journalistic venues.

PSO3: Demonstrate the ability to accomplish communicative goals (self-efficacy) and engage in Communication inquiry