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| MASS COMMUNICATIONS |  | Exchange of news and information, which is the essence of communication, is as old as civilisation itself. Ever since man learned to use gestures and sounds to attract attention and get along with each other, a rudimentary form of communication has been in existence. But it was only when man started to write, that his communications could be recorded and preserved for posterity. In this sense, the invention of the ‘papyrus’ could be said to be the first major milestone in communications history. The modern era in communications started with the setting up of the first printing press in Germany in 1454. |
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This is a field that focuses on the dissemination of news and other forms of information to large groups of people through different electronic and print media. The importance of mass media in the present age cannot be over emphasised. Today, we communicate through Newspapers, Magazines, Radio, T.V, Movies, Sound recordings, Public Relations, Newsletters, Advertising, Photojournalism, multimedia, the Internet and other continually evolving technologies. The study of journalism and mass communications provides students with tools to function in this information intensive society. The subjects calls for a background of writing, creative, ability, imaginative mind, knowledge and interest in current affairs and some exposure to computer technology, especially word processing and Internet.
A course in mass communications enhances the skills of gathering, evaluating and disseminating of information and also instructs students on the theories, laws, history and ethical considerations guiding the profession of mass media. At present, there is a tremendous demand for trained personnel in this rapidly growing area. The entry of multimedia graphics and the Internet has added a new dimension to mass communication. And for young people with creative minds and ability to express themselves, whether through writing, broadcasting, graphics or films, this field offers unlimited thrills and professional satisfaction. At the same time it is a tough and demanding profession and it takes a minimum of 5-10 years to prove oneself on the job. Several specialised courses and Institutes have come up in recent years to equip students in the various facets of mass communications so that they can start off their own production units or free lance. QualificationIn general most of the universities and the Institutes offer 2-year post graduate degrees or short duration diploma courses in mass communications, in which case the career path would be :
Complete graduation in any discipline (preferably humanities) -Specialise in mass communications as a Post Graduate diploma / degree. A few colleges do offer undergraduate level courses in mass communications or journalism, in which the career path is: -Complete 10+2 with Commerce / Humanities / Science.
Complete 3-year B.A. Degree course in Mass Communication / Journalism / Advertising or public relations. But the undergraduate courses have not yet proved to be self-sufficient and a specialized Post Graduate course is considered beneficial for long-term success in the field.
Students entering the field of Mass Communications should preferably have a background of writing for newspaper or journals, possess creativity, be exposed to basic computer skills viz-word processing and Internet and have the ability to deal with a wide cross section of people. Study in Journalism and Mass Communications prepares students for careers in Mass Media including Print, Broadcasting, Advertising, Publishing, Photo Journalism Public Relations, Interactive media, Films, Documentaries etc.
A two-year course leading to a postgraduate Degree contains the following :
- Drawing / Visualisation.
- Media’s role in society.
- Basic news gathering, reporting, interviewing, use of Library and online Data Base research and related skills.
- Broadcast writing for visuals and Audio presentations including commercials, public service announcements, news and special events.
- Basic news editing- principles and techniques of electronic editing, information management and publications design with emphasis on editing of body copy and display type for maximum clarity and impact.
- Micro computer applications in communications.
- D.T.P (Desk Top Publishing) Graphics design.
- Advertising.
- Publication design principles.
- Broadcast announcing.
- Radio productions (script writing, audio production, editing, news casting etc).
- T.V. productions (conceptualisation, script writing, audio board operation and lighting in studio setting).
- Videography.
- Typography.
- Illustration.
- Applied photography.
- Graphic Design application.
- Film History and appreciation.
- Performance of literature (using voice and movement).
Job Opportunity
Mass Communications is one of the fastest growing professions in the present age. With the demand for information reaching an all time high, the multiplicity of media engaged in generating and disseminating, news, views, entertainment and sundry other information have increased manifold. The phenomenal growth of technology, particularly computers and the Internet have revolutionised communications, and the opportunities for finding employment in this multi dimensional field are quite vast.
Journalists trained and interested in the print medium have job opportunities with newspapers (both English and Language). News agencies, news bureaus, magazines and journals, the Indian Information Service (Group A) of the government, Directorates of Publicity, with Radio/TV news service, Video magazines, and as special correspondents with news channels. Those trained in advertising or commercial art, or graphic design can find jobs in advertisement agencies as creative artists and designers, while a copy writer is indispensable in an ad agency for creating textual copy and coining and slogans. A degree in public relations equips one to take up jobs as corporate communications and public relations executives in government as well as private companies. Monetary Benefits
Different areas of work in the field of mass communications offer different levels of compensation, depending on individual qualification, experience and the demand scenario. For advertisement and PR graduates, who enter into the corporate world, the salaries and perks are quite attractive and the excitement of being part of a creative team is also rewarding. For Radio/TV and print Journalists, entry level salaries are not all that competitive but a few years of experience and a good track record can make a difference in ones career climb. They are most likely to get better job offers in the multinational publication houses, news agencies and in private radio and T.V channels. Graduates in film and video technology too, do not command very high salaries right away. In fact, the first few years are mostly hard work and little pay. But the tremendous excitement of hands on experience and exposure to various aspects of film and video production, more than makes up for the unattractive pay packet. But with a few years experience, one can venture into film production and direction on ones own and then the sky is the only limit.
Nowadays there are plenty of opportunities for a person trained in any area of mass communication to venture out on one’s own. To set up one’s own advertising or PR agency is a viable option. A new area of entrepreneurship is media management, as agencies look out for the best and most effective ways to advertise their products. There are plenty of opportunities to free lance as individuals or as teams in media research, market surveys and in multimedia based design and animation graphics. In the film industry, trained graduates can start out as documentary and short film makers. Now that films have been given an industry status, it is easier to obtain bank loans and credits and young persons with talent and confidence are taking the plunge into filmmaking or T.V serial production quite early. For Radio/TV Journalists, it is feasible to start a production unit that can provide news content and footage for news channels. The opportunities for free lancing in specific areas of interest such as celebrity interviews, anchoring game shows, DJ-ing and conducting road shows are immense. Those graduating from film and television institutes are absorbed in the film and Video recording industries, as directors, producers, script writers, cinematographers, sound and camera technicians, editors, costume and set designers according to one’s area of specialisation.
It is impossible for a single individual to master the various facets of Mass Communications, which is becoming more and more broadbased everyday. There are many areas of specialisation, and a student must make a choice according to one’s personal aptitude and inclination. Some of the broad areas of specialisation are as follows: Journalism : This emphasises the skills of gathering, evaluating and disseminating news and other information either for the print or radio / TV media. Students of journalism are also instructed on the theories, laws and professional guidelines of Mass Media as well as the ethical standards of information gathering and presentation. Advertising and Public Relations : In today’s age of media convergency, these two autonomous areas of specialisation often overlap. Advertisement professionals are involved in the creation and promotion of product brands and concepts both for print and radio / TV. Public Relations is more of an image building exercise for corporate houses and institutions and aims at building long term relationship. Radio / Video / Television Programme Production : All three come under the category of entertainment media. There are special institutions that impart training in these fields. Films / Video / Tele serial production involves multiple areas of work such as direction, art direction, editing, photography, audiography, cinematography, screenplay and scriptwriting, lighting and special effects, which are all specialist areas in their own right.
A career in mass communication is ideally suited for those who do not relish the idea of a staid nine to five job. Journalism is for those who want plenty of excitement, and to continually expand their horizon. This is a field where things are always happening and one has to be there to report it and meet the people who were involved so that people at large get a true picture of life.
The present age has seen a virtual explosion of media channels and people’s appetite for news and entertainment have been whetted by the intense competition among the different players. But while this is brought about a vast improvement in the variety and quality of information, the job of a media person has become all the more difficult.
He / She has to be more informed, more technology savvy and more in tune with audience preferences. At the same time one must be a keen observer while maintaining strict objectivity. Today, there is no room for sloppy and tardy work. With huge advances in technology and bigger budgets, ad producers and film makers are charting hitherto uncharted territories. Persons working in these industries have to be constantly alert to innovations and strive for self-improvement all the time. Surviving in this competitive and demanding field is not easy, but for those who have the talent and temperament, it is this very challenge that is stimulating and rewarding. |
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