Foundation Course Communication & Media Indian Information Service Senior Grade Group ‘B’ Officers

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Foundation Course

Communication & Media

Indian Information Service

Senior Grade Group ‘B’ Officers


Duration: Six Months


Foundation Course in Communication & Media

for IIS Senior Grade Group ‘B’ Officers


Duration: Six Months

(9th December 2013 – 8th June 2014)

Indian Institute of Mass Communication

JNU Campus, Aruna Asaf Ali Marg

New Delhi-110 067


To orient the officer to the media-scape in India; make him/her conversant with:-

  • Theoretical frameworks of communication and media

  • Acquaint him/her with the government’s role in the context of media

  • Familiarize with the functioning of the government sector

  • Update him/her with the new development in the field


At the end of the course, the probationary officer should be able to fulfil the role assigned in the Indian Information Service, that is, to provide support as feeder cadre in a government set- up in any Media Unit of the Ministry of Indian Information & Broadcasting.

Structure of the Course

  • Class room lectures and interactive sessions

  • Hands on experience on communication tools and media

  • Project work

  • Study tours and visits

  • Attachments

Course Content

Paper I

Communication Concepts, Interpersonal Communication and Feedback Strategies

Theoretical framework of Communication Process

Interpersonal Communication tools for Publicity

Role and need for Field Publicity

Group Communication

Interpersonal & Persuasive Communication

Organisation & Communication

Language, Culture and Society

Culture and Communication

Importance of Kinesics

Folk Media

Communication Research Tools and Techniques

Feedback & Reception Studies

Internet as a research tool

Suggested Readings for Paper I

  • The process and Effects of Mass Communication, ed. by Wilbur Schramm, 1971

  • Methods in Social Research by William J Good and Paul K Hatt (Macmillan), 1967

  • Introduction to Communication Studies, Fiske J, 1982, Methuen, London

  • Theories of communication: A Short Introduction – Armand Mattelart & Michele Mattelart, Sage

  • Thinking through Communication, Sarah Trenho,m, Allynx, Bacon, Singapore, 1999

  • Communication: An introduction - Denis McQuail

  • Media Sociology - David Barret, Sage Publications

  • Introducing Communication History - Richard and Turner, Mayfield, London, 2000

  • How to Research - Blaxter, Hughes, Tight - Viva Books, 1999

  • Many Voices One World, Kac Bride et al, Kogan Page, London, 1986

  • Mass Communication in India, Kewal J Kumar, Jaico, 2001

  • Dictionary of Media and Journalism, Singh CP, IK International, Delhi-2004

  • The Basics of Communication Research, Baxter, Leslie A, Australia: Thomson Wadsworth, 2004

  • A guide to Empirical Research in Communication: Rules for looking, Sumser, John, Sage Publications, New Delhi, 2001

  • Interpersonal Communication: Everyday Encounters, Wood, Julia, , Australia: Wadsworth Thomson Learning, 2002

Journals/Magazines –

  • Communication Theory

  • Communicator

  • Journal of Communication

  • Australian Journal of Communication

Paper II

Reporting, Writing and Editing Skills

Press Release


Report Writing (annual report, compendium, etc.)

Writing for news and current affairs

Translation techniques

Editing concepts and processes

Feature writing

Interview techniques

Handling interview

Dealing with data: making sense of it

Paper III

Print, Production process & Publishing

Techniques of book production and periodicals

Different types of printing process

Cost-estimation, pricing and marketing

Lab journal (Monthly)

Magazine (Quarterly)

Paper IV

Broadcast Media Tools and Techniques

Radio and Television News broadcasting

Writing for Radio

Writing for Television

Programme Content Creation and Production Techniques

Understanding Multichannel Communication

Facing the camera

Panel discussion

Making capsules

Running Apna Radio for a week

News based programmes and features

Suggested Readings for Paper IV

  • Radio : A Guide to Broadcasting Techniques by Elwyn Evans (Barrie and Jenkins)

  • Broadcasting and the People by Mehra Masani (National Book Trust)

  • Television & Social Change in Rural India – Kirk Johnson, Sage Publications

  • The Radio Handbook, Carole Fleming, Routledge, 2002

  • Broadcast Journalism, Andrew Boyal, OUP, 1999

  • Broadcast News Writing, Reporting and Producing, Ted White (II Edition), Focal Press, 1996

  • Television News, Ivor Yorke, Focal Press, Oxford, 1995

  • AIR Style Book, New Delhi,1991

  • Before The Headlines - A Handbook of TV Journalism, CP Singh, Macmillan, 1999

  • Televising Your Message, Mitchell Wanda, National Textbook Company Illinois (latest edition)

  • CNN International Writing Guide (latest edition)

  • Broadcasting News : Writing, Reporting and Producing, Ted White, New Delhi, 2002.

  • Broadcasting Journalism : Techniques of Radio and Television News, Andrew Boyd,New Delhi, 2001.

  • Lectures on Broadcasting Journalism, P K Ravindranath, Delhi, 2004.

  • Digital Broadcasting Journalism, Jitendra Kumar Sharma, Delhi, 2003.

  • Broadcast Journalism in the 21st century, K M Shrivastava, New Delhi, 2005.

  • The Broadcast Journalism handbook: A Television News survival guide, Robert Thompson, Oxford, 2004.

  • Broadcasting and Telecommunication: An Introduction, John R Bittner, New Jersey, 1991.

  • News Flash : Journalism, Infotainment, and the bottom-line business of broadcast news, Bonnie M Anderson, San Francisco, 2004.

  • Broadcast News Writing stylebook, Robert A Papper, London, 1995.

  • Communication Media and Electronic Revolution, Aruna Zachariah, New Delhi, 2005.

  • Visual Journalism: A Guide for New Media Professionals, Christopher R Harris, London, 2002.

  • Before the Headline: A Handbook of Television Journalism, Chandrakant P Singh, Delhi, 1999.

Journals/Magazines –

  • Journal of Broadcasting & Electronic Media

Paper V

Web-based Media

Emerging trends in information technology and their impact on communication techniques

Basic web design and Content Creation

Using social media to connect


Mobile Communication

Mobile campaign

The telecommunication sector in India: growth and prospects

Use of mobile communication for governance

Case Studies


Web content –small videos, YouTube, etc.

Suggested Readings for Paper V

  • A Journalist’s Guide to the Internet, Callahan, Christopher, Allyn and Bacon, London, 1999.

  • Introduction to Information Technology, Turban, Rainer, Potter, John Wiley Publications, 2001

  • Online Journalism, Jim Hall, Pluto, 2001

  • Web Production (II edition), Jason Whittaker, Routledge, 2001

  • Using Information Technology, Brian K Williams, New Delhi, 2003

  • Information Communication Technology & Education, VC Pandey, Delhi

  • Cyber Cops, Cyber Criminals & Internet, Deepti Chopra, New Delhi, 2002

  • Information and Communication Technology: Recasting Development, Delhi, 2004

  • Digital Sub-editing & Design, Stephen Quinn, New Delhi, 2001.

  • Cyber Laws E, Commerce & M-Commerce, Tabrej Ahmed, New Delhi, 2003.

  • Cyber Crimes and Law, VC Dideja, New Delhi, 2002

  • Handbook of Cyber Law, Cakul Sharma, New Delhi:

  • Cyber Media Journalism: Emerging Technology, Jagdish Chakravarthy, Delhi, 2003.

  • Journalism Online, Mike Ward, London, 2002.

  • Multimedia: Concepts and Practice, Stephen McGloughlin, New Jersey, 2001.

  • Copywriting for the Electronic Media : A Practical guide, Milan D Meeske, Australia, 2003.

Paper VI

Development and Communication

Communication as a tool for Development

Planning an Information, Education Communication strategy

Social Marketing

Study of IEC Structure in Specified Government Departments

Understanding Campaign and its Planning

Process of Campaign Planning

Case studies of Contemporary Campaigns

Writing for Development

Suggested Readings for Paper VI

  • Traditional Folk Media in India - Dr Shyam Parmar, Research Press, 1995

  • Facts for life – A Communication Challenge UNICEF, India, 1993

  • Rural Development Journalism by Alan Chalkely (Press Institute of India).

  • A Manual of Development Journalism by Alan Chalkely (Press Institute of India)

  • Mass Media and National Development, Wilbur Schramm

  • Communication for Development in the Third World : Theory and Practice for Empowerment – Srinivas R Melkote-H Leslie Steeves, Sage Publications

  • Farm Journalism in Kerala : Anikuma Vadavathoor : A book on Evolution and Present Status of Agricultural Communication in Kerala – Ajith Books, Kochi

  • Knowledge Generation : Exchange and Utilization (ed) - Beal & Dissanayake, West View Press

  • One World Multiple Cultures, Jan Servaes

  • India’s Communication Revolution, Rogers & Singhal

  • Vikas and Vighyan Sanchar, Sanjiv Bhanavat, Jaipur, 2003.

  • Communication for Development: Experience from the Urban Environment, Edited by Catalina Gandelsonas, London, 2002.

  • Journalism: Changing Society Emerging Trends, Jagdish Chakravarty, Delhi, 2003.

  • Poverty the Global Challenge for Governments, Industry, Scientists and Civil Society, TERI, New Delhi, 2001.

  • Empowering’ The Indian City: Scenarios and Solutions, TERI, New Delhi, 2002.

  • Communication Technology and Human Development- Recent Experiences in the Indian Social Sector, By Avik Ghosh, Sage Publications, 2006.

  • Everybody Loves A Good Drought by P.Sainath

  • Mobile Communication and Society: A global perspective by Manuel Castells et al, 2007

  • Political Economy of Communication in India by Pradip Thomas, Sage, 2010

Journals/Magazines –

  • Journal of Development Communication. Grassroots

Paper VII

Advertising & Public Relations

Advertising: concepts and principles

  • Evolution, relevance and classification of advertising

  • Advertising agency management (How an agency functions-various development)

  • Creativity in advertising

  • Campaign planning-parameters & stages

Public Relations

  • PR principles, tools, methods

  • Image management

  • Crisis management

  • Case studies in PR and Govt./corporate communication

Suggested Readings for Paper VII

  • Advertising, Dorothy Cohen, USA: Scott. Forsmon and co. 1988)

  • Advertising Management, Jaishri Jethwaney, Phoenix

  • Media Planning, Arnold Barban, USA NTC Business Book, 1997

  • Media Math: Basic Technique of Media Evaluation Robert Wall, Illinois NTS Business Books 1995

  • Ogilvy on Advertising, David Ogilvy, London, Prion Books, 1997

  • Uncommon Sense of Advertising: Getting the Facts Right , Sanjay Tiwari, Response, 2003

  • Public Relations, J Jethwaney, Sterling

  • The PR Style Guide, Brown Barbara Diggs, Thomson Wadsworth 2000

Media source books

  • Indian Newspaper society( INS)

  • Audit Buraeu of circulation(ABC)

  • National Readership Survey(NRS)

  • Indian Readership Survey(IRS)

  • India 2004

  • National Economic Survey


  • Journal of Advertising

  • PR Quarterly,

  • Journal of Public Relations,

  • Public Relations review

  • PR Strategist.

  • Advertising age

  • Campaign

  • International Journal of advertising

  • Journal of current issues and Research in advertising

  • Advertising and Marketing

  • Pitch

Paper VIII

Government and Media

Media units of the Government

Media Regulation

Responsibilities of public communication

Law and ethics

Study visit to different media units

Suggested Readings for Paper VIII

  • Annual Reports of the Ministry of Information & Broadcasting, DAVP, Prasar Bharati, PIB etc

  • Mass Media in India, Publications Division

  • India 2011, Publications Division

  • Public Service Broadcasting in the Age of Globalisation, Indrajit Banerjee, Kalinga Seneviratne, Asian Media Information and Communication Centre, 2006

  • National Media Policy, ed. V S Gupta, Rajeshwar Dayal, Asian Media Information and Communication Centre, 1996

  • Pop Culture India!: media, arts and lifestyle, Asha Kasbekar, 2006

Paper IX

Rules, Regulations and Office Procedure

Understanding of office procedure

File management and Procedure

Noting and Drafting

Report writing

General Financial Rules, procedures in Govt.

Paper X

Visual Communication

Concept of design


Types of photography


Techniques of photography

Photo feature

Practical (photo essay and journalism)

Suggested Readings for Paper X

  • Fundamentals of Copy & Layout, Albert Book and Dennis Schiel (USA : National Text Book Company, 1997)

  • Graphics for the Desktop Publishing, Brucet Paddock (New York : Management Information Source Inc, 1993)

  • Essential Skills : Photographic Lighting, John Child and Mark Galer (Oxford Focal Press, 1999)

  • Corporate Media Production, Roy Dizazzo, Focal Press, 2002

  • Basic of Video Sound, Des Iyver, Boston Focal Press, 1999

  • Basics of Video Production, Lyver and Swainson, Boston Focal Press, 1999)

  • Art and Production, N N Sarkar, New Delhi : Sagar Publication, 1995

  • Information Technology, Williams & Sawyer, Tata McGraw Hill 2000

  • Television Production Handbook, Herbert Zettl, Australia, Thompson, 2002

  • Visual Communication: Images with Messages by Paul Martin Lester, Thomson Wadsworth, 2006

  • Visual Communication: Integrating Media, Art and Science by Rick Williams & Julianne Newton, 2007


  • Better Photography

  • Practical Photography


Theory Examination

End-of-term exam: Papers to I TO X

Assignments/Projects/Research/Campaign Presentation

Through training

Marking Pattern

Paper I to X: 100 marks each

Total: 1000 marks.

Course Director’s Appraisal: 100 marks

Total: 1100 marks.


  • Parliament visit- 3 days (Winter Session 2013-14)

  • NGO attachment- 5 days (March 2014)

  • District attachment for research- 2 weeks (from Jan 20th to 31 Jan 2014)

Workshop - one workshop a month

  • Workshop on gender sensitization- 2days

  • Workshop on Human Resource-3 days

  • Workshop on Interpersonal communication -2 days

  • Workshop on time management and collaboration skills -4days

Study Tour

  • Visit to various constitutional commission (once a month)

  • Tours of printing press visit (February)

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