CURRICULUM

OF
MASS COMMUNICATION
BS (4-YEAR)

2008

HIGHER EDUCATION COMMISSION

ISLAMABAD

CURRICULUM DIVISION, HEC

Dr. Syed Sohail H. Naqvi

Executive Director

Prof. Dr. Riaz ul Haq Tariq

Member (Acad)

Miss Ghayyur Fatima

Deputy Director (Curri)

Mr. M. Tahir Ali Shah

Assistant Director

Mr. Shafiullah Khan

Assistant Director

1.

Introduction.

07

2.

Frame Work/Template for BS in

Mass Communication ..

11

Scheme of Studies for BS in Mass

Communication .

16

Details of Courses for BS in Mass

Communication .

30

Annexure A

70

Recommendations

71

3.

4.

PREFACE
Curriculum development is a highly organized and systematic process
and involves a number of procedures. Many of these procedures include
incorporating the results from international research studies and reforms
made in other countries. These studies and reforms are then related to
the particular subject and the position in Pakistan so that the proposed
curriculum may have its roots in the socio-economics setup in which it is
to be introduced. Hence, unlike a machine, it is not possible to accept
any curriculum in its entirety. It has to be studied thoroughly and all
aspects are to be critically examined before any component is
recommended for adoption.
In exercise of the powers conferred by sub-section (1) of section 3 of the
Federal Supervision of Curricula Textbooks and Maintenance of
Standards of Education Act 1976, the Federal Government vide
notification No. D773/76-JEA (cur.), dated December 4th 1976, appointed
the University Grants Commission as the competent authority to look
after the curriculum revision work beyond class XII at the bachelor level
and onwards to all degrees, certificates and diplomas awarded by
degree colleges, universities and other institutions of higher education.
In pursuance of the above decisions and directives, the Higher Education
Commission (HEC) is continually performing curriculum revision in
collaboration with universities. According to the decision of the special
meeting of Vice-Chancellors Committee, the curriculum of a subject
must be reviewed after every 3 years.
A committee of experts comprising of conveners from the National
Curriculum Revision of HEC in Basic, Applied Social Sciences and
Engineering disciplines met in April 2007 and developed a unified
template to standardize degree programs in the country to bring the
national curriculum at par with international standards, and to fulfill the
needs of the local industries. It also aimed to give a basic, broad based
knowledge to the students to ensure the quality of education. The new
BS degree shall be of 4 years duration, and will require the completion of
130-136 credit hours. For those social sciences and basic sciences
degrees, 63.50% of the curriculum will consist of discipline specific
courses, and 36.50% will consist of compulsory courses and general
courses offered through other departments.
For the purpose of curriculum revision various committees are
constituted at the national level, comprising of senior teachers nominated
by universities, degree awarding institutions, R&D organizations and
respective accreditation councils. The National Curriculum Revision
4

Committee for Mass Communication in a meeting held on June 3-4,

2008 at the HEC Regional Centre, Karachi in continuation of its earlier
meeting held on April 21-22, 2008 at HEC Regional Centre, Lahore
revised the curriculum in light of the unified template. The final draft
prepared by the National Curriculum Revision Special Committee, duly
approved by the competent authority, is being circulated for
implementation in the concerned institutions.

PROF. DR.RIAZ-UL-HAQ TARIQ

Member Academics
July 2008

CURRICULUM DEVELOPMENT
STAGE-I

STAGE-II

STAGE-III

STAGE-IV

CURRICULUM
UNDER
CONSIDERATION

CURRICULUM IN
DRAFT STAGE

FINAL STAGE

FOLLOW UP

APPRAISAL OF 1ST
DRAFT BY EXP

PREPARATION
OF FINAL
CURRICULUM

QUESTIONNAIRE

COLLECTION OF
EXP NOMINATION
UNI, R&D,
INDUSTRY &
COUNCILS

CONS. OF NCRC.

FINALIZATION OF
DRAFT BY NCRC

COMMENTS
PRINTING OF
CURRICULUM

REVIEW

PREPARARTION OF
DRAFT BY NCRC

IMPLEMENTATION
OF CURRICULUM

ORIENTATION
COURSES BY
LI, HEC

Abbreviations Used:
NCRC.

National Curriculum Revision

Committee

VCC.

Vice-Chancellors Committee

EXP.

Experts

COL.

Colleges

UNI.

Universities

PREP.

Preparation

REC.

Recommendations

LI

Learning Innovation

R&D

Research & Development

Organization
Higher Education Commission

HEC

BACK TO STAGE-I

INTRODUCTION
CURRICULUM REVISION COMMITTEE MEETINGS IN
MASS COMMUNICATION HELD ON APRIL
21-22 & JUNE 03-04, 2008 AT THE HEC REGIONAL
CENTERS LAHORE & KARACHI
The final meeting of the Curriculum Revision Committee for B.S.
Mass Communication was held at HEC Regional Centre, Karachi on
June 03-04, 2008. Prof. Dr. Mugheesuddin Sheikh was the Convener.
The meeting started with the recitation of verses from Holy
Quran by Mr. Sajjad Ahmad Paracha. The participants paid homage to
the services of Prof. Dr. Karim Malik, Ex-Chairman, Department of Mass
Communication, Bahauddin Zakariya University Multan who passed
away due to cardiac arrest on May 28, 2008. Fateha was also offered for
the departed soul.
During the meeting, threadbare discussion was held on the draft
of the Curriculum formulation during the previous meetings of the
Committee and after detailed deliberations, a number of modifications
were suggested in different courses duly approved by the House. The
members were unanimous on the final draft of the Curriculum devised in
hectic sessions.
The Chair appreciated the hard work, active involvement and the
input by all the participants for accomplishing the task in a befitting
manner. He also hailed the support extended by the Higher Education
Commission in the formulation of a unified curriculum for Mass
Communication at B. S. degree level. On the occasion, the participants
observed the active cooperation and facilitation by Ms. Ghayyur Fatima,
the Coordinator of the Committee in the whole process of the formulation
of curricula for BS 4-Year Mass Communication Program.
Earlier, during the preliminary meeting of the Committee held in
Lahore on April 21-22 2008, Dr. Riaz-ul-Tariq, Member Academic,
Higher Education Commission stressed the need for research publication
and adoption of new teaching methodologies by the faculty members. He
also underlined the importance of updating curricula in the changing
competitive environment and expressed the hope that the expertise of
the Committee members would prove fruitful.

During the hectic sessions at Lahore and Karachi, the

participants noted that without basic infrastructure which is inexistent in
most of the Mass Communication departments of the public-sector
universities, the implementation of BS 4-Year Program of studies would
be difficult. A sub-committee was formed with consensus to furnish the
recommendations in this regard. After detailed discussion, the committee
suggested the basic requirements for strengthening a department
(recommendations are attached as Annexure-A).
The Curriculum Revision Committee meetings were attended by:
Prof. Dr. Mugheesuddin Sheikh,
Director, Institute of Communication Studies,
University of Punjab, Lahore.

Convener

Prof. Dr. Shahida Qazi,

Chairperson, Department of Mass Communication,
Jinnah University for Women, 5-C
Nazimabad, Karachi
Mr. Muhammad Iqbal Anjum,
Assistant Professor, Mass Communication,
G.C. University
Katchery Road, Lahore 54000
Mr. Naseeb Ullah,
Assistant Professor,
Department of Mass Communication,
University of Balochistan, Quetta
Sadia Mahmood,
Lecturer, Department of Mass Communication,
University of Karachi
Mr. M. Qasim Nizamani, Lecturer,
Department of Mass Communication,
University of Sindh, Jamshoro
Mr. Sajjad Ahmed Paracha,
Assistant Professor
Department of Media Studies,
Islamia University
Bahawalpur

(Attended the second

meeting only)

Dr. Syed Abdul Siraj, Associate Professor,

Department of Mass Communication,
Allama Iqbal Open University,
Islamabad
Ms. Anjum Zia,
Chairperson, Dept. Of Mass Communication,
Lahore College for Women University,
Lahore.
Prof. Dr. Masrur Alam Khan,
Director, Center for Media and
Communication Studies,
International Islamic University,
Islamabad

Attended the
second meeting
only

Mr. Munzir Elahi, General Manager,

Media and Communication,
Pakistan Poverty Alleviation Fund,
Islamabad

Attended the
second meeting
only

Dr. Muhammad Ashraf Khan,

Chairman, Department of Mass
Communication
Bahauddin Zakariya University,
Multan

Secretary

Following experts attended the preliminary meeting and

contributed in the preparation of first draft curriculum, but could not
attend the final meeting due to their pre-engagements.
Mr. Shafiq Ahmad Kamboh
Lecturer, Institute of Communication Studies,
Punjab University, Lahore
Dr. Ahsan Akhtar Naz,
Associate Professor,
Institute of Communication Studies,
Punjab University, Lahore.
Mr. Naveed Iqbal Ch.
Lecturer, Institute of Communication Studies,
Punjab University, Lahore.

Dr. Shah Jahan Syed,

Chairman, Department of Journalism & Mass
Communication, University of Peshawar,
Peshawar
Prof. Dr. M. Shamsuddin,
Dean, Faculty of Arts,
University of Karachi
Dr. Wasim, Assistant Professor,
Department of Mass Communication,
Gomal University,
D.I. Khan
Mr. Mudassir Mukhtar,
Lecturer, Dept. of Mass Communication,
National University of Modern Language,
H-9, Islamabad

10

STANDARDIZED FORMAT/SCHEME OF STUDIES FOR 4-YEAR

INTEGRATED CURRICULA FOR BACHELOR DEGREE IN
BASIC, SOCIAL, NATURAL AND APPLIED SCIENCES

STRUCTURE
S.
No.

1.
2.
3.
4.
5.

Categories

No. of courses
Min Max

Credit
Hours
Min Max

25

24

27

14

42

12

44

130

Compulsory Courses Required

(No Choice)
General Courses to be chosen
from other departments
Discipline Specific Foundation
Courses
Major Courses including research
project / Internship
Electives within the major
Total

Total numbers of Credit hours

Duration
Semester duration
Semesters
Course-load per Semester
Number of courses per semester

11

130 136
4 years
16-18 weeks
8
15-18 Cr hr
4-6

LAYOUT
General Courses to be
chosen from other
departments

Compulsory
Requirements (the students
has no choice)
8 courses
24 Credit hours
Subject
CrHr
1. Functional English-I
3
2. Writing & Presentation
3
Skill (English-II)
3. Communication skill
3
(English-III)
4. English IV/Univ.
3
Optional*
5. Pakistan Studies
3
6. Islamic Studies/
3
Ethics
7.Statistics-Cum
3
Mathematics-I
8. Statistics/Univ.
3
Optional*
9.Computer Skills
3

1.
2
3.
4.
5.
6.
7.
8.

8 courses
24 Cr hours
Subject
Optional-I
Optional-II
Optional-III
Optional-IV
Optional-V
Optional-VI
Optional-VII
Optional-VIII

25

9-10 courses
30-33 credit hours
Subject
1. Introduction to Mass
Communication
2. Contemporary World
Media
3. Functional Urdu
4. National & International Affairs
5. Mass Media in Pak
6. Journalistic Writing
7. Broadcast Journalism
8. Introduction to Adve.
& Public Relations
9. News Reporting &
Writing

24

Major courses
Including research project/internship
11-13 courses
36-42 Credit Hours
Subject
1. Online Journalism
2. Media Seminar
3. Theories of Communication-I
4. Theories of Communication-II
5. Sub-Editing and Page Design
(Theory and Practices)
6. Featured, Column & Editorial
Writing (theory and Practice)
7. Research Methods-I
8. Research Methods-II
9. Development Communication/
Journalism
10. Media Ethics and Law
11.Media Management
& Marketing
12. Specialization Journalism
13. Research Report
14.Internship

Crhr
3
3
3
3
3
3
3
3

Discipline Specific Foundation

Courses

Crhr
3
3
3
3
3
3
3
3
3

27

Elective Courses
within the major

Cr. Hr
3
3
3
3
3

4 courses
12 Credit Hours
Subject
1. Specialization Course-I
2. Specialization Course-II
3. Specialization Course-III
4. Specialization Course-IV

Cr.Hr
3
3
3
3

3
3
3
3
3
3
3
3
3
42

12

12

Major courses
including research
project/internship
11-13 courses
36-42 Credit Hours
Subject
1. Online Journalism
2. Media Seminar
3. Theories of
Communication I
4. Theories of
Communication II
5. Sub Editing & page
Designing (theory &
Practice)
6. Feature, Column &
Editorial writing (theory
& Practice)
7. Research Methods I
8. Research Methods II
9. Developmental
Communication /
Journalism
10. Media Ethics & Law
11. Media Management &
Marketing
12. Specialized Journalism
13. Research Report
14. Internship

Elective Courses within the major

4 courses
12 Credit Hours
Cr. Hr
3
3
3
3
3
3
3
3
3
3
3
3
3
3

Subject
1. Specialization Course I
2. Specialization Course II
3. Specialization Course III
4. Specialization Course IV

Cr. Hr
3
3
3
3

42

12

Course from Other disciplines i.e. Political Science, Economics,

Sociology, Physiology, General Science and Psychology etc. Universities
may follow the course details as decided by their Board of Studies.
*
**

University has the option to recommend any other course in

lieu of English IV
University may recommend any other course in lieu of
Mathematics II

13

SEMESTERI
1.
2.
3.
4.
5.
6.

English I
Islamic Studies
Introduction to Communication
Computer Skills
Subsidiary Subject I
Subsidiary Subject II
Total

3
2
3
3
3
3
17

SEMESTERII
1. English II
2. Pak Studies
3. Contemporary World Media
4. Statistics Cum Mathematics
5. Subsidiary III
6. Subsidiary IV
Total

3
2
3
3
3
3
17

SEMESTERIII
1.
2.
3.
4.
5.
6.
Total

English III
Functional Urdu
National & International Affairs
Statistics / University Optional
Subsidiary V
Subsidiary VI

3
3
3
3
3
3
18

SEMESTERIV
1. English IV / University Optional
2. Mass Media in Pakistan
3. Writing Workshop
4. Subsidiary VII
5. Subsidiary VIII
Total

3
3
3
3
3
15

SEMESTERV
1. News Reporting & Writing
2. Broadcast Journalism
14

3
3

3. Online Journalism
4. Media Seminar
5. Theories of Communication I
Total

3
3
3
15

SEMESTERVI
1. Sub Editing & Page Designing (Theory &
Practice)
2. Feature, Column & Editorial Writing (Theory &
Practice)
3. Research Methods I
4. Theories of Communication II
5. Introduction to Advertising & Public Relations
Total

3
3
3
3
3
15

SEMESTERVII
1.
2.
3.
4.
5.
Total

Research Methods II
Development Communication
Media Ethics and Laws
Course from Specialization
Course from Specialization

3
3
3
3
3
15

SEMESTERVIII
1. Research Report
2. Media Management & Marketing
3. Specialized Journalism Health, Education,
Economics, Environment, Women & Media,
Labour, Regional Media, Media in SAARC
Countries, Sports, Rural Journalism etc. (Out
of these subjects, one can be opted).
4. Course from Specialization
5. Course from Specialization
6. Internship
Total
TOTAL CREDIT HOURS:
130
Note:

3
3
3

3
3
3
18

Universities may add two courses of 3 credit hours each according to their
requirements and available facilities.

15

SCHEME OF STUDIES IN
COMPULSORY COURSES
1.
2.
3.
4.
5.
6.
7.
8.
9.

Functional English-I
Writing & Presentation Skill (English II)
Communication Skill (English III)
English IV/University Optional *
Pakistan Studies
Islamic Studies/Ethics
Statistics Cum- Mathematics I
Statistics/University Optional*
Computer Skills

DETAILS OF COURSES
FUNCTIONAL ENGLISH-I

OBJECTIVES:
It will enable the students to learn the basics of Functional
English Language which are essential for spoken and written
communication. In order to enhance language skills and develop critical
thinking, a grammar component will serve as a remedial necessity to
help overcome their common errors in English Language.

CONTENTS:
Grammar:
Parts of speech and use of articles
Sentence structure: Active and Passive Voice
Practice in unified sentence
Analysis of phrase, clause and sentence structure
Transitive and intransitive verbs
Punctuation and spelling
Vocabulary building
Comprehension:
Answers to questions on a given text
- Reading Skills
Skimming, scanning, predicting and guessing
- Writing Skills
Making an outline, paragraph development, writing headlines, reports &
short articles, precise writing.
16

- Speaking Skills
Spoken English techniques
Discussion
General topics and every day conversation (topics for discussion to be at
the discretion of the teacher keeping in view the level of students)
Listening
To be improved by showing documentaries/films carefully selected by
subject teachers)
Translation skills
Urdu to English
Paragraph writing
Topics to be chosen at the discretion of the teacher
Note: Extensive reading is required for vocabulary building

Recommended books:
1.
a)

b)

c)

d)

Functional English
Grammar
1.
Practical English Grammar by A.J. Thomson and A.V.
Martinet. Exercises 1, 2 & 3. Third edition. Oxford
University Press. 1997. ISBN 0194313492
2.
Practical English Usage by Michael Swan, Oxford
University Press, Karachi.
Writing
1.
Writing. Intermediate by Marie-Christine Boutin,
Suzanne Brinand and Francoise Grellet. Oxford
Supplementary Skills. Fourth Impression 1993. ISBN 0
19 435405 7 Pages 20-27 and 35-41.
Reading/Comprehension
1.
Reading. Upper Intermediate. Brain Tomlinson and Rod
Ellis. Oxford Supplementary Skills. Third Impression
1992. ISBN 0 19 453402 2.
Speaking
1.
Mind Your Language by British Broadcasting
Corporation (Book with CDs &
Cassettes)
2.
Choosing Your English by British Broadcasting
Corporation (Books with CDs & Cassettes)
3.
Follow Me by British Broadcasting Corporation (Book
with CDs& Cassettes)

17

COMMUNICATION SKILLS
Objectives: This course aims at providing the students with real life
professional communication skills for both verbal and non-verbal needs

CONTENTS:
Paragraph writing
Practice in writing a good, unified and coherent paragraph
Essay writing
Introduction
CV and job application
Translation skills
Urdu to English
Study skills
Skimming and scanning, intensive and extensive, and speed reading,
summary and prcis writing and comprehension
Academic skills
Letter / memo writing and minutes of the meeting, use of library and
internet recourses
Presentation skills
Personality development (emphasis on content, style and pronunciation)
Note: documentaries to be shown for discussion and review

Recommended books:
a)

Grammar
1.
Practical English Grammar by A.J. Thomson and A.V.
Martinet. Exercises 2. Third edition. Oxford University
Press 1986. ISBN 0 19 431350 6.

b)

Writing
1.

Writing. Intermediate by Marie-Chrisitine Boutin,

Suzanne Brinand and Francoise Grellet. Oxford
Supplementary Skills. Fourth Impression 1993. ISBN
019 435405 7 Pages 45-53 (note taking).
18

2.

c)

Writing. Upper-Intermediate by Rob Nolasco. Oxford

Supplementary Skills. Fourth Impression 1992. ISBN 0
19 435406 5 (particularly good for writing memos,
introduction
to
presentations,
descriptive
and
argumentative writing).

Reading
1.
Reading. Advanced. Brian Tomlinson and Rod Ellis.
Oxford Supplementary Skills. Third Impression 1991.
ISBN 0 19 453403 0.
2.
Reading and Study Skills by John Langan
3.
Study Skills by Riachard Yorky.

TECHNICAL WRITING AND PRESENTATION

SKILLS
Objectives: This course will meet specific needs of the students of
Communication Studies to equip them with the modern writing and
presentation capabilities in order to meet the diverse market demands.

CONTENTS
Essay writing
Descriptive, narrative, discursive, argumentative
Academic writing
How to write a proposal for research paper/term paper
How to write a research paper/term paper (emphasis on style, content,
language, form, clarity, consistency)

TECHNICAL REPORT WRITING

PROGRESS REPORT WRITING
Presentation Skills
Personality development (emphasis on content, style and pronunciation),
techniques for presenting written material through multi-media
Note: Extensive reading is required for vocabulary building

Recommended books:
Technical Writing and Presentation Skills
a)
Essay Writing and Academic Writing

19

1.

2.
3.

b)
c)

Writing. Advanced by Ron White. Oxford

Supplementary Skills. Third Impression 1992.
ISBN 0 19 435407 3 (particularly suitable for
discursive, descriptive, argumentative and report
writing).
College Writing Skills by John Langan.
Mc=Graw-Hill Higher Education. 2004.
Patterns of College Writing (4th edition) by Laurie
G. Kirszner and Stephen R. Mandell. St. Martins
Press.

Presentation Skills
Reading
The Mercury Reader. A Custom Publication. Compiled
by norther Illinois University. General Editiors: Janice
Neulib; Kathleen Shine Cain; Stephen Ruffus and
Maurice Scharton. (A reader which will give students
exposure to the best of twentieth century literature,
without taxing the taste of engineering students).

PAKISTAN STUDIES (COMPULSORY)

Objectives:

To develop vision of Historical Perspective, Government,

Politics, Contemporary Pakistan, Ideological Background of
Pakistan.
To study the process of governance, national development,
issues arising in the modern age and posing challenges to
Pakistan.

CONTENTS:
1. Historical Perspective
a. Ideological rationale with special reference to Sir Syed Ahmed
Khan, Allama Muhammad Iqbal and Quaid-i-Azam Muhammad
Ali Jinnah.
b. Factors leading to creation of Pakistan
c.

People and Land

i.

Indus Civilization

ii.

Muslim advent

iii. Location and Geo-Physical features.

20

2. Government and Politics in Pakistan

Political and constitutional phases:
a. 1947-58
b. 1958-71
c.

1971-77

d. 1977-88
e. 1988-99
f.

1999 onward

3. Contemporary Pakistan
a. Economic institutions and issues
b. Society and social structure
c.

Cultural diversities

d. Foreign policy of Pakistan and challenges

e. Futuristic outlook of Pakistan

Books Recommended
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

Burki, Shahid Javed. State & Society in Pakistan, The Macmillan

Press Ltd 1980.
Akbar, S. Zaidi. Issue in Pakistans Economy. Karachi: Oxford
University Press, 2000.
S.M. Burke and Lawrence Ziring. Pakistans Foreign policy: An
Historical analysis. Karachi: Oxford University Press, 1993.
Mehmood,
Safdar.
Pakistan
Political
Roots
&
Development.Lahore, 1994.
Wilcox, Wayne.The Emergence of Banglades., Washington:
American Enterprise, Institute of Public Policy Research, 1972.
Mehmood, Safdar. Pakistan Kayyun Toota, Lahore: Idara-eSaqafat-e-Islamia, Club Road, nd.
Amin, Tahir. Ethno - National Movement in Pakistan, Islamabad:
Institute of Policy Studies, Islamabad.
Ziring, Lawrence. Enigma of Political Development. Kent
England: WmDawson & sons Ltd, 1980.
Zahid, Ansar. History & Culture of Sindh. Karachi: Royal Book
Company, 1980.
Afzal, M. Rafique. Political Parties in Pakistan, Vol. I, II & III.
Islamabad: National Institute of Historical and cultural Research,
1998.
21

11.
12.
13.
14.

15.

Sayeed, Khalid Bin. The Political System of Pakistan. Boston:

Houghton Mifflin, 1967.
Aziz, K.K. Party, Politics in Pakistan, Islamabad: National
Commission on Historical and Cultural Research, 1976.
Muhammad Waseem, Pakistan Under Martial Law, Lahore:
Vanguard, 1987.
Haq, Noor ul. Making of Pakistan: The Military Perspective.
Islamabad: National Commission on Historical and Cultural
Research, 1993.
Qazi, Shahida Pakistan Studies in Focus, FEP Karachi 2002

ISLAMIC STUDIES
Objectives:
This course is aimed at providing basic information about Islamic
Studies, to enhance understanding of the students regarding Islamic
civilization and to improve their knowledge about the issues related to
faith and religious life.

CONTENTS:
Introduction to Quranic Studies
1) Basic Concepts of Quran
2) History of Quran
3) Uloom-ul -Quran
Study of Selected Text of Holy Quran
1) Verses of Surah Al-Baqra Related to Faith(Verse No-284-286)
2) Verses of Surah Al-Hujrat Related to Adab Al-Nabi (Verse No-118)
3) Verses of Surah Al-Mumanoon Related to Characteristics of
faithful (Verse No-1-11)
4) Verses of Surah al-Furqan Related to Social Ethics (Verse
No.63-77)
5) Verses of Surah Al-Inam Related to Ihkam(Verse No-152-154)
6) Verses of Surah Al-Ihzab Related to Adab al-Nabi (Verse
No.6,21,40,56,57,58.)
7) Verses of Surah Al-Hashar (18,19,20) Related to thinking, Day of
Judgment
8) Verses of Surah Al-Saf Related to Tafakar,Tadabar (Verse No1,14)
Seerat of Holy Prophet (SAWW)-I
1) Life of Muhammad Bin Abdullah ( Before Prophet Hood)
22

2) Life of Holy Prophet (S.A.W) in Makkah

3) Important Lessons Derived from the life of Holy Prophet in
Makkah
Seerat of Holy Prophet (SAWW)-II
1) Life of Holy Prophet (S.A.W) in Madina
2) Important Events of Life Holy Prophet in Madina
3) Important Lessons Derived from the life of Holy Prophet in
Madina
Introduction to Sunnah
1) Basic Concepts of Hadith
2) History of Hadith
3) Kinds of Hadith
4) Uloom ul-Hadith
5) Sunnah & Hadith
6) Legal Position of Sunnah
7) Selected Study from Text of Hadith
Islamic Culture & Civilization
1) Basic Concepts, Historical Development, Characteristics of
Islamic Culture/Civilization and Contemporary Issues
2) Islam & Science: Basic concepts, contribution of Muslims in
Science
Islamic Economic System
1) Basic Concepts of Islamic Economic System
2) Means of Distribution of wealth in Islamic Economics
3) Islamic Concept of Riba
4) Islamic Ways of Trade & Commerce
Political System of Islam
1) Basic Concepts of Islamic Political System
2) Islamic Concept of Sovereignty
3) Basic Institutions of Govt. in Islam
Islamic History
1) PERIOD OF KHILAFAT-E-RASHIDA
2) PERIOD OF UMMAYYADS
3) PERIOD OF ABBASIDS
Social System of Islam
1) BASIC CONCEPTS OF SOCIAL SYSTEM OF ISLAM
2) ELEMENTS OF FAMILY
3) ETHICAL VALUES OF ISLAM
23

Recommended Books:
1)
2)
3)
4)
5)
6)

7)

8)

9)

Hameed ullah Muhammad, Emergence of Islam , IRI,

Islamabad
Hameed ullah Muhammad, Muslim Conduct of State
Hameed ullah Muhammad, Introduction to Islam
Mulana Muhammad Yousaf Islahi,
Hussain Hamid Hassan, An Introduction to the Study of
Islamic Law leaf Publication Islamabad, Pakistan.
Ahmad Hasan, Principles of Islamic Jurisprudence Islamic
Research
Institute, International Islamic University, Islamabad (1993)
Mir Waliullah, Muslim Jrisprudence and the Quranic Law of
Crimes
Islamic Book Service (1982)
H.S. Bhatia, Studies in Islamic Law, Religion and Society
Deep & Deep
Publications New Delhi (1989)
Dr. Muhammad Zia-ul-Haq, Introduction to Al Sharia Al
Islamia Allama Iqbal Open University, Islamabad (2001).

COMPUTER SKILLS FOR

MASS COMMUNICATION
Objectives:
This course is aimed at introducing the students to computer
technology and techniques with the view to acquaint them with its
use in Print and Electronic Media. It focuses on the use of
computers in Advertising, Magazine Production, Sub-Editing and
Rewriting, T.V. Journalism etc and equips the students with the
modern tools in vogue in Mass Communication globally.

CONTENTS:
1. Introduction to computer
2. Microsoft Word. Typing English text.
3. Urdu In-page: Typing Urdu text.
4. Adobe Photoshop: Editing photographs/Advertisement designing.
5. Coral Draw: Layout and drawing.
6. Macromedia Flash: Animation making/Drawing cartoons for
newspapers and magazines.
7. Adobe Page Maker: Creating layouts for Newspapers and
Magazines.
24

8.
9.
10.
11.
12.

Use of Scanner
Introduction to Internet
Graphics
PowerPoint
Excel

Books Recommended:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.

15.
16.
17.
18.

Master Visually Office 2003 by Michael S. Toot.

How to do everything with Microsoft Office 2003 (How to do
everything) Laurie Ulrich, Laurie Ulrich.
Microsoft Office 2003 Step by Step by Online Training
Solutions Inc., Curtis Frye.
Beginners Guide to Adobe Photoshop by Michelle Perkins.
Photoshop Elements 3 for Dummies by Deke McClelland, Galen
Fott.
Adobe Photoshop Elements 2 Complete Course by Jan Kabili.
Sams Teach Yourself Adobe Photoshop CS2 in 24 Hours, First
Edition by Carla Rose.
Sams Teach Yourself Adobe (R) Photoshop (R) in 24 Hours by
Carla Rose.
Corel Draw (R) 11: the Official Guide by Steve Bain, Steve Bain.
Macromedia Flash MX 2004 Hands-On Training (Hands on
Training) H.O.T) by Rosanna Yeung.
Sams
Teach
Yourself Macromedia Flash MX 2004
in 24 Hours (Paperback) by Phillip Kerman.
Adobe PageMaker 7.0 Classroom in a Book by Adobe Creative
Team, Adobe Creative Team.
Adobe PageMaker 7 by Against the Clock.
Publication Production using Pagemaker: A guide to using
Adobe PageMaker 7 for the production of newspapers,
newsletters, magazines and other formatted publications by
Gordon Woolf.
Adobe Premiere 6.5 Complete Course by Donna L. Baker.
A Journalists Guide to the Internet: The Net as a Reporting
nd

Tool (2 Edition) by Christopher Callahan.

The Associated Press Guide to Internet Research and
Reporting by Frank Bass
How to Use the Internet by Rogers Cadenhead, Mark E. Walker.

25

COMPULSORY MATHEMATICS COURSES FOR BS (4 YEAR)

(FOR STUDENTS NOT MAJORING IN MATHEMATICS)
Note:

Universities may choose courses for mathematics any of the following according
to their requirements.

1.

MATHEMATICS I (ALGEBRA)

Prerequisite(s):

Mathematics at secondary level

Credit Hours:
3+0
Specific Objectives of the Course: To prepare the students, not
majoring in mathematics, with the essential tools of algebra to apply the
concepts and the techniques in their respective disciplines.
Course Outline:
Preliminaries: Real-number system, complex numbers, introduction to
sets,
set
operations,
functions,
types
of
functions.
Matrices: Introduction to matrices, types, matrix inverse, determinants,
system of linear equations, Cramers rule.
Quadratic Equations: Solution of quadratic equations, qualitative analysis
of roots of a quadratic equations, equations reducible to quadratic
equations, cube roots of unity, relation between roots and coefficients of
quadratic equations.
Sequences and Series: Arithmetic progression, geometric progression,
harmonic
progression.
Binomial Theorem: Introduction to mathematical induction, binomial theorem
with
rational
and
irrational
indices.
Trigonometry: Fundamentals of trigonometry, trigonometric identities.

Recommended Books:
Dolciani MP, Wooton W, Beckenback EF, Sharron S, Algebra 2 and
Trigonometry, 1978, Houghton & Mifflin,
Boston (suggested text)
Kaufmann JE, College Algebra and Trigonometry, 1987, PWS-Kent
Company, Boston
Swokowski EW, Fundamentals of Algebra and Trigonometry (6th edition),
1986, PWS-Kent Company, Boston

26

2.

MATHEMATICS II (CALCULUS)

Prerequisite(s):

Mathematics I (Algebra)

Credit Hours:

3+0

Specific Objectives of the Course: To prepare the students, not

majoring in mathematics, with the essential tools of calculus to apply the
concepts and the techniques in their respective disciplines.
Course Outline:
Preliminaries: Real-number line, functions and their graphs, solution of
equations
involving
absolute
values,
inequalities.
Limits and Continuity: Limit of a function, left-hand and right-hand limits,
continuity, continuous functions.
Derivatives and their Applications: Differentiable functions, differentiation
of polynomial, rational and transcendental functions, derivatives.
Integration and Definite Integrals: Techniques of evaluating indefinite
integrals, integration by substitution, integration by parts, change of
variables in indefinite integrals.

Recommended Books:
Anton H, Bevens I, Davis S, Calculus: A New Horizon (8th edition), 2005,
John Wiley, New York
Stewart J, Calculus (3rd edition), 1995, Brooks/Cole (suggested text)
Swokowski EW, Calculus and Analytic Geometry, 1983, PWS-Kent
Company, Boston
Thomas GB, Finney AR, Calculus (11th edition), 2005, Addison-Wesley,
Reading, Ma, USA

3.

MATHEMATICS III (GEOMETRY)

Prerequisite(s):

Mathematics II (Calculus)

Credit Hours:

3+0

Specific Objectives of the Course: To prepare the students, not

majoring in mathematics, with the essential tools of geometry to apply
the concepts and the techniques in their respective disciplines.
Course Outline:
Geometry in Two Dimensions: Cartesian-cordinate mesh, slope of a
line, equation of a line, parallel and perpendicular lines, various forms of
27

equation of a line, intersection of two lines, angle between two lines,

distance between two points, distance between a point and a line.
Circle: Equation of a circle, circles determined by various conditions,
intersection of lines and circles, locus of a point in various conditions.
Conic Sections: Parabola, ellipse, hyperbola, the general-second-degree
equation

Recommended Books:
Abraham S, Analytic Geometry, Scott, Freshman and Company, 1969
Kaufmann JE, College Algebra and Trigonometry, 1987, PWS-Kent
Company, Boston
Swokowski EW, Fundamentals of Algebra and Trigonometry (6th edition),
1986, PWS-Kent Company, Boston

INTRODUCTION TO STATISTICS
Credit hrs: 3(3-0)
Unit 1. What is Statistics?
Definition of Statistics, Population, sample Descriptive and
inferential Statistics,
Observations, Data, Discrete and
continuous variables, Errors of measurement, Significant digits,
Rounding of a Number, Collection of primary and secondary
data, Sources, Editing of Data. Exercises.
Unit 2. Presentation of Data
Introduction, basic principles of classification and Tabulation,
Constructing of a frequency distribution, Relative and Cumulative
frequency distribution, Diagrams, Graphs and their Construction,
Bar charts, Pie chart, Histogram, Frequency polygon and
Frequency curve, Cumulative Frequency Polygon or Ogive,
Historigram, Ogive for Discrete Variable. Types of frequency
curves. Exercises.
Unit 3. Measures of Central Tendency
Introduction, Different types of Averages, Quantiles, The Mode,
Empirical Relation between Mean, Median and mode, Relative
Merits and Demerits of various Averages. properties of Good
Average, Box and Whisker Plot, Stem and Leaf Display,
definition of outliers and their detection. Exercises.
Unit 4. Measures of Dispersion
Introduction, Absolute and relative measures, Range, The semiInter-quartile Range, The Mean Deviation, The Variance and
standard deviation, Change of origin and scale, Interpretation of
28

the standard Deviation, Coefficient of variation, Properties of

variance and standard Deviation, Standardized variables,
Moments and Moments ratios. Exercises.
Unit 5. Probability and Probability Distributions.
Discrete and continuous distributions: Binomial, Poisson and
Normal Distribution. Exercises
Unit 6. Sampling and Sampling Distributions
Introduction, sample design and sampling frame, bias, sampling
and non sampling errors, sampling with and without
replacement, probability and non-probability sampling, Sampling
distributions for single mean and proportion, Difference of means
and proportions. Exercises.
Unit 7. Hypothesis Testing
Introduction, Statistical problem, null and alternative hypothesis,
Type-I and Type-II errors, level of significance, Test statistics,
acceptance and rejection regions, general procedure for testing
of hypothesis. Exercises.
Unit 8. Testing of Hypothesis- Single Population
Introduction, Testing of hypothesis and confidence interval about
the population mean and proportion for small and large samples,
Exercises
Unit 9. Testing of Hypotheses-Two or more Populations
Introduction, Testing of hypothesis and confidence intervals
about the difference of population means and proportions for
small and large samples, Analysis of Variance and ANOVA
Table. Exercises
Unit 10. Testing of Hypothesis-Independece of Attributes
Introduction, Contingency Tables, Testing of hypothesis about
the Independence of attributes. Exercises.

Unit 11. Regression and Correlation

Introduction, cause and effect relationships, examples, simple
linear regression, estimation of parameters and their
interpretation. r and R2. Correlation. Coefficient of linear
correlation, its estimation and interpretation. Multiple regression
and interpretation of its parameters. Examples

Recommended Books
1
2

Walpole, R. E. 1982. Introduction to Statistics, 3rd Ed.,

Macmillan Publishing Co., Inc. New York.
Muhammad, F. 2005. Statistical Methods and Data Analysis,
Kitab Markaz,
Bhawana Bazar Faisalabad.
29

FOUNDATION COURSES
1.
2.
3.
4.
5.
6.
7.
8.
9.

Introduction to Mass Communication

Contemporary World Media
Functional Urdu
National and International Affairs
Mass Media in Pakistan
Journalistic Writing
Broadcast Journalism
Introduction to Advertising & Public Relations
News Reporting and Writing.

DETAILS OF COURSES
INTRODUCTION TO MASS COMMUNICATION
Objectives:
This course is aimed at introducing the students with basic
concept of communication and mass communication. This course
further enables the students to under stand the communication
process and distinguish among various mass media.

CONTENTS:
Communication
Definitions, types and significance.
Process of C ommunication:
source; message; channel; noise; destination; encoding; decoding;
and feedback. Barriers in communication. Essentials of effective
communication. Role of mass media in agenda setting.
Nature and Functions of mass communication. (Information, Education,
Opinion Formation, Entertainment and Development.)

MEDIA OF MASS COMMUNICATION

Print Media: newspapers, magazines, periodicals, books, pamphlets, etc.
Broadcast media: radio, TV, film.
New Media: (Internet) On-line journalism. Traditional/Folk-Media.
Comparative study of mass media, their components, functions and
effects.

Books Recommended:
1. Dominick, J.R. (2006).Dynamics of Mass Communication (8th ed.).
New York; McGraw-Hill.
2. Straubhaar, LaRose. (2002). Media Now: Communication Media
in the Information Age (3rd ed.). USA; Wadsworth.
30

3. Understanding
Mass Communication,
Defleur
Dennis,
Houghton Mufflin Co. Bostan. 2000
4. Introduction
to
Mass
Communication,
Edward
J.
Whetmore, Wadsworth Publishing Co. California 1995.
5. Journalism for All, Mehdi Hassan and Abdus Salam Khurshid,
Aziz Book Depot, Lahore. 6th ed., 1997.
6. Iblagh Kay Nazriyat, Muqaddara
Shamsuddin, M. (Nation
Language Authority, Islamabad 1990.
7. Dynamics of Mass Communication Roger Dominic 6th ed, McGraw
Hill New York, London 1999.
8. Taaraf-e-Iblagh-e-Amma, Matin-ur-Rehman Murtaza, Department of
9. Communication, University of Karachi 2000.
10. Introducing Mass Communication Michael W. Gambol, McGraw
Hill, 1996.
11. Media of mass communication, John Vivian 5th Ed. Allyn and
Bacon, London, 2000.

CONTEMPORARY WORLD MEDIA

Profile of Major Media Giants

CNN
BBC
VOA
VOG
Al-Jazeera
AP
Reuter
AFP
Star Network

Profile of World Elite Press

The New York Times

The Washington Post
The Los Angles Times
The London Times
The Guardian
Times
News Week

31

Media Conglomeration
Big Media Giants:
AOL
Time Warner Disney
News Corporation
General Electric
Bloomberg

FUNCTIONAL URDU
Objectives:
It will enable the students to learn the basics of Functional Urdu
Language which are essential for spoken and written communication. In
order to enhance language skills and develop critical thinking, a grammar
component will serve as a remedial necessity to help overcome their
common errors in Urdu Language. Details at Annex A.

NATIONAL AND INTERNATIONAL

AFFAIRS
Objectives:
This course is designed to provide the students an insight of
events and affairs taking place in and around Pakistan. Understanding
national and international affairs is indispensable for persons working
for media. This course is planned to enlighten and enable the
students to analyze events with proper perspective.

CONTENTS:
National Affairs:
1. An overview of post independence History of Pakistan.
2. Constitutional Development in Pakistan.
3. Basics of Pakistans Foreign Policy and Pakistans relations
with other countries India, Afghanistan, Iran, China and US,
SAARC, ASEAN,
4. Contemporary issues political instability, Governance Issues,
Health, Education, Water, Population, Gender, Human rights,
Poverty etc.
International Affairs:
1. Shift in balance of power: end of bipolar system and its
implications.
2. The United Nations and its current role in conflict resolution.
3. Muslim World, issues and problem, Role of OIC
4. Issues and problems faced by contemporary World:
a. Geo Political Status of Pakistan;
32

b.
c.
d.
e.
f.
g.

Regional Arrangements three case studies

European Union, ASEAN, and SAARC.
Palestine Israel
conflict
Kashmir
Dispute
Nuclear Problem
War against terrorism and its
different dimensions
WTO and its implication and
impact.

Recommended Books:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

Safdar Mahmood (2006-2007). International Affairs. 2nd Edition.

Jahangir Printers, Lahore, Pakistan.
Ken Booth & Tim Dunne. (2002). Worlds in Collision Terror and the
Future of Global Order. Palgrave Macmillan.
Noam Chomsky (1997). World Orders Old and New. Pluto
Press.USA
Aeron Davis. (2007). The Mediation of Power. Routledge Taylor
and Francis Group
Saiyyad Muhammad, Saleem Moini. (1995). International Law.
Pakistan Writers Co-operative Society Karachi, Lahore.
Dr. Safdar Mehmood. (2000). International Affairs. Jang
Publishers. Lahore
Inyatullah, (1997). State and Democracy in Pakistan, Vanguard
Books Pvt. Ltd., Lahore
Rizvi, Hasan-Askari (2000), Military, State and Society in Pakistan,
Macmillan Press Ltd.
Saeed, Khawaja Amjad (2007), The Economy of Pakistan, Oxford
University Press.
Jain, Rashmi (2007), The United States and Pakistan 1947 2006,
Radiant Publishers

MASS MEDIA IN PAKISTAN

Objectives:
This course is designed to study the role of Muslim Press in the
Sub- continent with reference to the work of eminent Muslim
journalists, and its role during freedom movement and struggle for
Pakistan.
It is further designed to help students to have a look
on the evolution of print and electronic media in Pakistan from the
beginning till date, with reference to their problems and prospects.

33

CONTENTS:
1.

2.

Historical Background
(a) Growth of the Muslim Press in the sub continent.
(b) Role of Sir Syed Ahmed
Khan,
Moulana
Hasrat
Mohani, Moulana Muhammad Ali Johar,
Moulana Abul Kalam Azad, and Zafar Ali Khan.
(c)
Press and the Pakistan Movement.
History and Development
(a) Press since independence.
(b) Major Developments of Press in Pakistan
(c) Major problems and prospects of Press in Pakistan

3.

Government and Press

(a) Government Press relations
(b) The Print Media since 1947 to-date.

4.

Electronic Media in Pakistan

(a) Growth & expansion of Radio, Television and Film
in Pakistan
(b) Growth of Cable television and its cultural
and ethical dimensions.
(c) Establishment of Pakistan Media Regulatory
Authority (PEMRA).
(d) Salient features of PEMRA ordinance 2002
(e) Electronic Media in Private Sector. FM radio
and Satellite
Television.
(f) Online Journalism: Development and future prospects

5.

News Agencies
(a) Development of News Agencies.
(b) Expansion, Working, Organizational, Structure and
Future perspective in Pakistan.

Books Recommended:
Khurshid Abdus Salam, Journalism in Pakistan, United Publishers,
Lahore.
Lent J. A., Newspapers in Asia.
Majeed Nizami, Press in Pakistan, Department of Political Science,
University of the Punjab, Lahore.
Hasan Mehdi, Mass Media in Pakistan.
French David and Richard Micheal (2000), Television in Contemporary
Asia, SAGE Publication International, UK.
34

Aziz Yousaf (2003), Cable Television A vision for Future, Pakistan.

Aziz Yousaf (2003), Prospect & Promotion of Electronic Media in
Pakistan.
Sh. Mugheesuddin (1981), ABC of Radio Journalism.
Niazi, Zamir, Press in Chains
Hassan, Mehdi (2001), Mass Media in Pakistan. Aziz Publisher. Lahore
Hassan, Jawad & Hadi, Syed Ali (2004), Media and Mass
Communication laws of Pakistan. Haji Hanif Printers. Lahore.
Ahmad, Shehzad (2005), Journalism and Press. Anmol Publication Pvt.
Ltd. New Dehli
Ahmad, Shehzad (2005), Journalism News Coverage. Anmol Publication
Pvt. Ltd. New Dehli
Syed, M. H. (2006), Mass Media in new world order. Anmol Publication.
Ahmad, Shehzad (2005), Art of Modern Journalism. Anmol Publication
Hijazi, Miskeen Ali (2004), Mass Communication Theory and Practice. AOne Publishers. Lahore.

Books in Urdu
Khurshid Abdus Salam (1966), Fun-e-Sahafat, Karwan Publications.
Khurshid Abdus Salam, Dastan-e-Sahafat.
Hijazi, Miskeen Ali (2005), Fun-e-Idarat, 6th Edition, Adan Printers.
Khurshid Abdus Salam, Sahafat Pakistan-o-Hind Mein.
Hussain, Muhammad Shahid, Iblighiat (2004) Eduation Publiscation
House Dehli
Hijazi, Miskeen Ali (1995), Punjab min Urdu Sahafat. Azhar Sons
Printers. Lahore.
Shafiq Jhaulundhary (2008), Sahafat Aur Iblagh, 10th Edition. Ali Ejaz
Printers. Lahore.
Naz, Ahsan Akhtar (2002), Pakistan main Taraki Pasand Sahafat. Zahid
Bashir Pritners. Lahore.

JOURNALISTIC WRITING
Objectives:
This course aims at introducing the students with different kinds
of writings, to acquaint them about writing techniques and to develop
their writing skills for different media.

CONTENTS:
Effective writing (consistency, unity, coherence and compactness)
Writing effective sentences, paragraph writing, kinds and principles
(inductive and deductive patterns of paragraph.

35

Block paragraphing
Longer composition Essay writing, prcis writing
Report writing: structure; techniques; documentation; words economy.
Reporting skills
a. Observation
b. Looking for stories
c. Back ground research.

Books Recommended:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.

Baumgardner, Dr.R. (1991).English in Pakistan. Karachi: Oxford

University Press.
Eugene, Elrich. (1992).Theory and Problems of Punctuation,
Capitalization and Spellings. 2nd ed.New York: McGraw Hills.
Hartley .B. (1982). Streamline English.Oxford: Oxford University
Press.
Hicks, Whynford.(1993). English for Journalism. Ist ed.
NewYork:Rouledge.
Hornby, S.A. (1989).Oxford Advanced Learners Dictionary.
Oxford: Oxford University Press.
Hutchinson T. (1985). Project English. Oxford: Oxford University
Press.
Swan M., Practical English Usage, O.U.P. 1980
Hornby S.A,. Oxford Advanced Learners Dictionary O.U.P. 1989
Thomson J.A. Martinet, a Practical English Grammar, O.U.P.
1960
Thomson and Martinet, A Practical English Grammar, OUP,
1990
Chan & Lutovich, Janis Fisher, Diane(______), Professional
Writing Skills
Murphy, Advanced Grammar in Use, Cambridge University
Press.

INTRODUCTION TO ELECTRONIC MEDIA

Objectives:
This course is designed to introduce the operational aspects
of electronic media to students and intends to cover the basic elements
of news reporting, writing and editing for broadcast media. It further aims
to familiarize them with different formats, techniques and other
technical aspects of production for Radio and Television.

36

CONTENTS:
Introduction to Radio, TV, Film and internet; Working of
radio
and
TV stations; Production of radio and TV news and
programmes; Script writing for radio and TV. Production of Radio
and TV programs. Radio TV Talks, Discussions, plays and
documentaries; Qualification and duties of a radio and TV News
producers.
Various dimensions of electronic media. (FM Radio, Satellite, Terrestrial
and cable TV etc.)

Books Recommended:
1.
2.
3.
4.
5.
6.

7.
8.
9.
10.
11.

Understand the Media, Andrew Hart, Rontledge, New York. 1991.

Inside the Media, Conrad fink, Longman, New York. 1990.
Television Culture, John Fiske, Mcthuen, London. 1987
Modern Mass Media, John C. Merill, John Lee, Edward Jay
Friedlander, Harper & Row, New York. 1990.
Power of TV, Conrad Lodziak, Frances Prilie, London. 1986.
Mass media: An introduction to Modern Communication, Ray Eldon
Hiebert, Donald F. Ungurait. Thomas W. Bohn, Longman, New York.
1982.
Media Studies, Stwart Price, Pitman Publishing, London. 1993
Media Impact, Shirley Biagi, Wadworth, Belmont, 2

nd

Edition. 1992.

Telecommunication an Introduction to Electronic media, lynne

th
Gross 6 ed. Brown and Benchmark, London. 1997
Electronic Media, Christopher H. Sterling, Preager London. 1994
Pakistan Cinema, Mushtaq Gazdar, Oxford University Press,
Karachi. 1997.

INTRODUCTION TO ADVERTISING &

PUBLIC RELATIONS
Objectives:
This course is designed to introduce students to the
principles and techniques of advertising and public relations as
currently
practised. Emphasis will be on the public relations and
advertising processes and such activities that bring out students
problem-solving approach and creativity in message construction.

37

CONTENTS:
ADVERTISING
a. Definition, Purpose and scope
b. Evolution and Development
c. Socio economic role of Advertising
d. Types of Advertising (Advertising for
Electronic and Print Media, Online
Advertising)
e. Advertising Agency; its organizational structure with
special reference to Pakistan
f. Media of advertising Techniques
and Tactics g. Copy writing and
message construction
PUBLIC RELATIONS
a. Definition, Purpose and Scope
b. Process of Public Relations
c. Duties of Public Relations Officer
d. Tools of Public Relations
e. Comparative Study of Advertising, Propaganda and Publicity
f. Public Opinion Formation
g. PR Organizations: Business, Trade & Finance, International
and Diplomatic Public Relations

Practical
a. Preparation of backgrounders
b. Curtain Raisers
c. Writing of Press Notes, Handouts and Press releases.

Recommended Books:
1.
2.
3.
4.
5.
6.
7.

Effective Public Relations by Centre, H. Allen, Cutlip. M.

Scott, New Jersey Prentice Hall Inc. 1978
Essentials of Advertising, by Chandan, S. J. et al. New
Delhi, Bombay, Oxford & IBH Publishing Co. Pvt. Ltd. 1990
Public Relations for Marketing Management, by Jefkins, Frank.
Long Acre, London: Pitman Publishing 1991.
Public Relations, by Jefkins, Frank, Long Acre, London:
Publishing, 1991
Advertising: Made Simple, by Jefkins, Frank, Calcutta;
Rupa Co. 1982
Advertising by Mandell, Maurice I., Englewood Cliffs, N. J:
Prentice- Hall, Inc. USA 1974
The Design of Advertising, by Nelson, Paul Roy, low: WCB,
Wm.C, Brown Publishers Dubugue, USA, 1985
38

8.
9.

10.

Taloqaat-e-Aama, by S. A. Siraj, Allama Iqbal Open University,

1990
Public Relations: Strategies and Tactics, by Wilcox, Dennis
L., Ault, Phillip H. and Agee, Warren K., New York, Harper
Collins Publishers, 1989
Advertising, by Wright S., John et al., USA, MC-Graw-Hill
Series in Marketing, 1982

39

NEWS REPORTING AND WRITING

Objectives:
The course would enable the students how to identify a possible
news story where to gather information from, and how to put the
collected information into a formal news story format.
The course is also intended to apprise the students of
a)
The significance of news as a basic component of newspaper,
b)
The role of a reporter with reference to his professional
qualities, duties, achievements, failures, skills and working
conditions

CONTENTS:
1.

2.

News
a. Definition and Elements of News
b. News
determinants and
News Values c.
Sources of News
News Writing Techniques
a. The Lead/Intro, its components and types,
b. Inverted Pyramid form and hunting for leads and other
formats,

c. Block paragraphs and special treatment to news.

3.

The Reporter
a. Importance of a reporter
b. Duties of a Reporter
c. Qualities of a Reporter

4.

Essentials of Reporting
a. Observation,
b. Looking for stories,
c. Background information
d. Track down relevant sources of information for stories

40

5. Reporting Beats
a. Crime
b. Court
c. Political
d. Parliamentary Affairs
e. Culture,
f. Sports,
g. Education,
h. Economic and Commerce; and others
6. News Agencies
a. International
b. National
c. Local

Recommended Books:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.

14.

Anderson David Investigative Reporting, Englewood Cliffs,

Prentice, Hall, 1964
Charnely Mitchells Reporting, New York Hoet, Rinhart &
Winston 1964
Hohenberg The Professional Journalist
Mac Dougall, Curts D. Interpretative Reporting, New York,
Macnillian 1972
Porter and Luxon The Reporter and the News
William L. Rivers Finding Facts, Englewood Cliffs, N.J; Prentice
Hall, 1975.
Alden Todd, Finding Facts Fast, Barclay, Ten Speed Pren, 1979
Ken Metzler, Creative Interviewing, Englewood Cliffs, N.J; Pren,
1977
Hijazi, Miskeen Ali, Fun-e-Idarat
Khursheed, Abdul Salam Dr., Fun-e-Sahafat
Hashmi, Farkhanda, Fun-e-Khabar Naweesi
Writing and Reporting the News by Gerald Lanson, Mitchell
Stephens
Reporting & Writing: Basics for the 21st Century by
Christopher
Scanlan
News in a New Century: Reporting in an Age of Converging
Media by Jerry Lanson, Barbara Croll Fought Pine Forge Press
A Sage Publication Company.

41

MAJOR COURSES
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.

Online Journalism
Media Seminar
Theories of Communication I
Theories of Communication II
Sub-Editing & Page Designing (Theory & Practice)
Feature, Column & Editorial Writing (Theory & Practice)
Research Methods I
Research Methods II
Developmental Communication / Journalism
Media Ethics & Law
Media Management & Marketing
Specialized Journalism
Research Report
Internship

DETAILS OF COURSES
ONLINE JOURNALISM
Objectives:
This course is designed to familiarize the students with the technical
aspect of online journalism and to enable the students to produce
news and other contents to be disseminated through internet.

CONTENTS:
Scope and importance of online journalism
Socio-economic, legal, cultural and political issues related to the
access of information through internet.
Scanning and Surfing
Techniques of cyber costing, publishing and marketing Online editions of
newspapers/magazines
Prospects and challenges of Online journalism
Writing for Website
Blogs, Virtual Community
Reporting Online

Books Recommended:
1.

Journalism in the Digital Age, John Herbert, Focal Press Oxford,

2000.

2.

Introduction to Mass Communication, Agee, Ault, 12th ed., Longman,

3.

1997.
Understanding

Mass

Communication, Defleur, Dennis,

42

Houghton Muffin, N.Y, 1998.

Media Impact, Shirley Biagi, Wadsworth, 1999.
Media of Mass Communication, John Vivian, 1999.
Dynamics of Mass Communication, Dominic 6th ed.

4.
5.
6.

MEDIA SEMINAR
Objectives:
The purpose of this seminar course is to provide students with
opportunity to interact with the experts regarding different communication
issues. In the seminar, students will present their papers prepared in
consultation with their teachers. Presentation of paper is mandatory. The
papers will be followed by the discussions. Seminars will be presided by
an expert of the area or the teacher concerned. Teacher can also
suggest source material to the students and they can also present a
summary/abstract or critique on the book/article in the seminar.
Nevertheless, focus will be on important communication issues. Each
student will give at least two presentations in the seminars on two
different occasions.

THEORIES OF COMMUNICATION I
Objectives:
This course has been designed to enable the students to have a better
insight into the concepts and effects of media on individual and society.
On the completion of this course, the students will be able to adopt
different media theories in research methodology and designing
messages.

CONTENTS:

Mass communication theory Evolution and Development

Normative theories
Gate-keeping
Two-step flow of communication
Selective exposure, perception and retention
Cognitive Dissonance theory
Social Learning theory

Books Recommended:
1.

Chaffee, Steven H. 2000. Mass Communication Uses and Effects,

3rd ed. MacGraw Hill, New York.
43

2.

Joseph R. Mominick. 2004. The Dynamics of Mass Communication,

th
5 Ed. Mac Graw Hill, Inc. New York.
Werner J. Severin & James W. Tankard, Jr. 2003. Communication
rd
Theories: Origins, and Uses in the Mass Media, 3 . ed. Longman
Group Ltd. London.
James Curran, Michael Gurevitch. 2000. Mass Media and Society,
rd
3 . ed. St. Martin Press Inc. New York.
nd
Mac Quill. 2003. Theories of Communication, 2
ed. Longman
Group Ltd. London.
Philip Rayner. 2003. Mass Media Studies: An Essential Introduction
Rutledge, New York.
rd
Defleur Melvin L. 1999. Theories of Mass Communication, 3 ed.
David McKay Co. New York.
th
Joseph, Dominic. 2004. Mass Media Research 4 ed. Wadsworth
Publishing Company, Belmont, California.
nd
Dennis Everett, Marshall John. 2003. Media Debates. 2
ed.
Longman Publisher, New York.

3.

4.

5.
6.
7.
8.
9.

THEORIES OF COMMUNICATION - II
Objectives:
This course has been designed to enable the students to
make a better insight into the concepts and effects of Media on
individual and society through study of various theories.
After study of this course, the students will be able to
reconsider and adopt different media theory in designing message.

CONTENTS:
Media effects theories

Levels and kinds of effects

Diffusion of innovations model.
Knowledge gap hypothesis
Social realities versus mediated realities
Attitude and persuasion
Opinion formation, spiral of silence
Cultivation effects hypothesis
Agenda setting, framing, priming
44

Books Recommended:
1.
2.
3.

4.

5.
6.

7.
8.

9.

Chaffee, Steven H. 2000. Mass Communication Uses and Effects,

3ud ed. MacGrow Hill, New York.
Joseph R. Mominick. 2004. The Dynamics of Mass
th
Communication, 5 Ed. Mac Graw Hill, Inc. New York.
Werner J. Severin & James W. Tankard, Jr. 2003.
Communication Theories: Origins, and Uses in the Mass Media,
rd
3 . ed. Longman Group Ltd. London.
James Curran, Michael Gurevitch. 2000. Mass Media and
rd
Society, 3 . ed. St. Martin Press Inc. New York.
nd
Mac Quill. 2003. Theories of Communication, 2
ed. Longman
Group Ltd. London.
Philip Rayner. 2003. Mass Media Studies: An Essential
Introduction
Rutledge, New York.
rd
Defleur Melvin L. 1999. Theories of Mass Communication, 3 ed.
David McKay Co. New York.
th
Joseph, Dominic. 2004. Mass Media Research 4
ed.
Wadsworth
Publishing Company, Belmont, California.
nd
Dennis Everett, Marshall John. 2003. Media Debates. 2
ed.
Longman Publisher, New York.

SUB EDITING & PAGE DESIGNING

(THEORY & PRACTICE)
Objectives:
In the first phase this course is intended to introduce students to
the practical aspects of newspaper editing including use of copy editing,
symbols and use of computer, condensation, verification of spellings
and facts, headline writing, story selection and basics of page layout.
This course further intends to help students to develop and improve rewriting skills with an emphasis on how to analyze, recognize and
re-write the information provided in a filed story with a view to improve it.

CONTENTS:
1.

Introduction
Nature and scope of Sub-Editing

45

2.

3.

4.

5.

6.

Sub Editor
a.
Qualities of a Sub-Editor
b.
Responsibilities/Duties of a Sub-Editor
Mechanics of News Editing
a.
Reading creed material
b.
Symbols and their uses
c.
Translation
d.
Structuring and re-writing of news story
Make Up
a.
Make up techniques
b.
Basic
principles of
page make up
c.
Different
kinds of make
up
Headlines
a.
Definition
b.
Purpose of Headlines
c.
Qualities of Headlines
d.
Kinds of Headlines
e.
Principles of Headlines making.
Use of Computer
a.
Use of computers in the newspapers
b.
Composing
c.
Computerized Page making techniques

Recommended Books:
1.
2.
3.
4.
5.
6.
7.
8.
9.

The Art of Editing by BrooksEtal

News Editing by Matzler Ken, Englewood, Cliffs, Prentice Hall 1979

The Art of Editing News, Mc Giffert Renert

Design and Make of Newspaper, Sultan A.A
Journalism, Trowin Ions, London,: David and Cherl, 1975
Editing in the Electronic Era, Gibson M. L. published by
Gowa State University Press 1979
Fun-eKhabar Naveesi by A. R. Khalid
Fun-e-Idarat by Hijazi, Miskeen Ali
Sahafat by Hassan Mehdi

46

FEATURE, COLUMN & EDITORIAL WRITING

(THEORY & PRACTICE)
Objectives:
The course is designed to develop writing skills of the students for
advanced journalistic writing like, editorial, column, feature, book
reviews, Radio, TV programmes review. It would enable students to
differentiate among various types of newspaper writings apart from the
news. This course is also planned to train the students in such a way
that they should learn the basic techniques and principles for these
writings.

CONTENTS:
1.

The Editorial
a.
Definition of Editorial
b.
Its purpose, importance and forms
c.
Functions of Editorial
d.
The Techniques of Editorial writing
e.
The contents of editorial page
f.
The editorial page in Pakistan and
its standard.

2.

Feature Writing
a.
Definition, Concept and Scope
of Feature
b.
Types of Feature
c.
Sources for the material
d.
Feature Writing Technique
e.
The importance of Pictorial Display
in features.

3.

Column Writing
a.
Definition and Concept
b.
Functions of a Column
c.
Types of Column
d.
Role of Columnist in society.
e.
Practical Column Writing

4.

Review
a.
What is review
b.
Difference between review and criticism.
c.
The purpose of Review writing
47

d.
e.

The techniques of review writing

Practice of reviewing books, Film, Drama, Theatre, Radio
and Television Programmes etc.

Books Recommended:
1.
2.
3.
4.
5.
6.
7.
8.
9.

Brenneck Clark. Magazine Article Writing New York.

Drewry J. E. 1951. Book Reviewing. Bostan Macmillin Co.
Hohenberg. J. The Professional Journalist.
Reddick. D.C. 1949. Modern Feature Writing. New York.
Waldrap. 1955. Editor and Editorial Writing. A.G. Rinhart and Co.
Shafiq Jalandari. Feature Nigari.
Shafiq Jalandari. Kalam Naweesi
Miskeen Ali Hijazi. Idaria Naweesi.
Harry W. Stonecipher. 1979. Editorial & Persuasive Writing:
Opinion Functions of the News Media: Humanistic Studies in the
Communication Arts. Hastings House Publishing.
st
William L. Rivers. 1988. Writing Opinion. Reviews. Iowa State Pr; 1 ed.

10.
11.

Bruce Garrison. 2004. Professional Feature Writing: Leas

th

Communication series. Lawrence Erlbaum Associates; 4 ed.

Campbell, B. Titchener. 1988. Reviewing the Arts:
Communication Textbook Series. Lawrence Erlbaum Assoc. Inc.
Charlotte Digregorio. 1993. You can be a columnist: Writing and
Selling your way to prestige. Civetta Press.

12.
13.

RESEARCH METHODS I
Objectives:
This course will give the students an insight into the basic
principles of scientific research. Students will further be sensitized with
the methods, techniques and other relevant concepts to investigate the
media related phenomena in contemporary society.

CONTENTS:

Defining Research
Concepts of Research in Mass Communication
Steps in Research
Elements of Research
o
o
o

Concepts
Constructs
Variables
48

o
o

Measurement Levels and scale

Kinds of scientific research
o
o
o
o
o
o
o

Research question
Hypothesis

Qualitative and Quantitative

Basic and Applied
Historical Research
Observational
Descriptive Research
Correlation Research
Experiment Of Research

Sampling and its Techniques

Literature Review and its Techniques
Ethics in Research

Books Recommended?
1.

Rabin Kemchand, Journalism and Human Development, first

Edition 2000, A. S. Saini for Dominant Publisher and
Distinctions, Orient Offset Dehli, 110053.
N. C. Pant, Modern Journalism Principles and Practices, first
Edition 2002, Kanishka Publisher, 4697/5-21A, Ansari Road,
Darya Ganj, New Dehli-110002.
Shearon A. Lowery, Melvinl. De Fleur, Milestones in Mass
Communication Research, Second Edition 1988, Longman Inc
95, Chrch Street, White Plains, NY 10601.

2.

3.

RESEARCH METHODS II
Objectives:
A relatively advanced level course of research will further
enlighten the students about different steps involved in a typical research
model. The students will learn how to collect the data after implementing
appropriate method and the basic elements required for writing a good
research proposal/research report.

CONTENTS:

Research Methods
o Survey Method
o Content Analysis Method
49

o
o
o
o
o
o

Data Analysis and Application Statistics

o
o
o
o

Case Studying Method

Experimental Method
Observational Method
Participant Observation Method
Focus Group
In-depth Interviews

Techniques of Data Analysis

Descriptive Statistics
Non-Parametric Tests
Parametric Tests

Proposal and Report Writing

Referencing

DEVELOPMENTAL COMMUNICATION/
JOURNALISM
Objectives:
This course provides an overview of the important phenomena
of Development Communication. In general, the course will
interpret and analyze the role of mass media in highlighting social
development in the society.
After studying this course, students will be e n a b l e d to have a
better insight in Development Communication and will analyze the
nature and treatment of media contents on developmental issues.

CONTENTS:
The need for development communication; Basic Concept: Promotion
of development: development, as process & Goal. Sociology of
development

Extension Communication and Development Communication

Development Journalism and Development Communication

50

Development Communication
Communication.

and

Development

Support

Development Communication and Social Change

The concept of change

Level of change

Sources of change

The role of opinion leader

The Communication channels

Factors influencing change

Obstacles to change

Reducing resistance to change

Diffusion of innovations

Planning Development Communication campaign

Concept of campaign i.e. Health, Literacy, Sanitation etc.

Advantages of campaign

Creating the plan

Stages

Techniques of campaign

Using Slogans

Selecting media and method

Prospects and Challenges of Development Communication in

Pakistan

Financial problems

Lack of education and training

Control over media

Political problems
Economic Problems

Administrative problems

Media Sociology
Case Studies: work on developing a communication strategy.
Making a development project of students own choice.

51

Books Recommended:
1.
2.
3.

4.

5.

6.
7.
8.
9.
10.
11.

AIOU. 2002. Reader on Development Support Communication,

Department of Mass Communication. AIOU, Islamabad.
Anjaneyulu, Shri K.et.al.1999. Local Radio. making an impact.
Agricultural Information Development Bulletin.
Ascroft ,Joseph.1991. The Profess of Development Support
Communication. A.Symposium paper, Ohio. The Ohio State
University
Chen, Peter. 2002 .Visual Communication Materials for Rural
Audiences. Re-orienting artists and copywriters. Development
Communication Report.
Hedebro, Goran. 1999.New perspectives on Development: how
Communication contribute. Communication and Social Change in
Developing Nations: a critical view, Iowa: The Iowa State
University Press.
Jan
Servaes,
Jacobson,
White.
2000.
Participatory
Communication for Social change, Sage Publication, New Delhi.
Diffusion of Innovation, E.M. Rogers, Free Press, New York 3

rd

Ed.

1983.
Perspectives an Development Communication, K. Saudanaudan
Nair, Sage Publication, London, 1993
Communication and the Third World, Geoffrey Reeves,
Routledge, London, 1993
Global Communication in Transition, Hamid Mowlana, Sage
publication, London, 1996
Social Change, Michael Kunczick FES Germany.

MEDIA ETHICS & LAWS

Objectives
The course seeks to apprise the students about the codes of ethics, the
laws and regulations, which are governing and regulating the media in
Pakistan. The course develops the sense of norms, values and
responsibility in future professionalize, government media relationship
and press freedom in Pakistan.

CONTENTS:
Ethics
Introduction, need and nature
Sources of ethics in Pakistan society.

52

Media ethics
Need and scope
Ethics and media profession
Social responsibility theory
Islamic code of ethics
Ethical problems
External and internal pressures on media
The violations of ethics in Pakistan (deadline and ethics)
Privacy, corruption, personal interests, etc.)

Codes of Ethics and Application

International codes of ethics (Print, electronic and web media)
Pakistani codes of ethics (ethical code of practice 17 points in
press council ordinance, 2002)
Other codes of ethics and application
Media laws
Introduction, need and nature
Evolution of press laws in sub-continent and Pakistan.
Salient features of the current press ordinances:1.
PEMRA ordinance.
2.
Press Council Ordinance
3.
Press Laws: An overview
4.
Defamation Ordinance
5.
Copy Right Act

Books recommended
1.
2.
3.
4.
5.

Dr. Ahsan Akhtar Naz, Subaftic Zimadoryan Muqadra Qaum Zabar

(Natinal Language 1998, Islamabad.
Javed Jabbar Qazi Faiz Isa, Mass Media Laws and Regulation in
Pakistan
Dr. Ahsan Akhtar Nar, Sohafti Qananee. A.H. Publishers, Urdu
Bazar, Lahore
Dr. Naz, Sabafti Ikhlaqiat, Azeem Academi Urdu Bazar, Lahore.
Dr. Naz, Mukalmat, (Interviews of 35 leading editors journalism and
intellectual), Al Qamar Centre, Urdu Bazar, Lahore.

MEDIA MANAGEMENT AND MARKETING

Objectives:
The objective of the course is to inculcate understanding
regarding employees, organizations and social processes as well as
53

overall organizational characteristics. It will focus on theory and practice

in business and professional communication designed to evoke
confidence in the student who is expected to become a media
professional or a manager.

CONTENTS:

Organization of Mass Media in Pakistan (Press, Radio

& TV)
Private Vs. Public ownership
Personnel administration: T ypes of media personnel:
executive, editorial and production
Circulation, Advertising and Financial administration of the
media
Comparison of media with other social institutions and with
each other
Media conglomerates
Marketing of media products

Books Recommended
1.

Management a Global Perspective, Weilrich and Koontz,

9th ed. McGraw Hill, 1994.
Managing Media Organizations, John Lavaine, Longman, 1994.
Media Management , Ardyth B. Sohn, Lawrance Erlebaum,
London,1999.
Strategic Newspaper Management, Conrad C. Fink,
SIUP, Carbondale, 1999.
Rucker and Williams News paper organization and
Management-Iowa state college Press. Iowa 1958.
Newspaper Organization and Management, Hervert L. William,
1994.
Rucker Frank News Papers Circulation. Iowa state college press
Iowa.

2.
3.
4.
5.
6.
7.

ELECTIVE COURSES
1.
2.
3.
4.

Specialization Course I
Specialization Course II
Specialization Course III
Specialization Course IV

54

DETAILS OF COURSES
Elective course (leading to Specialization)
Choose from any one of the following groups.

GroupA (Print Media)

ADVANCED REPORTING
Objectives:
The course seeks to teach the students to look beyond the news to
analyze, interpret and present events with depth and background. It
aims to produce writer who will not only look at the facts at their face
value, but also explore hidden dimension.

CONTENTS:
Interpretative report; concept, gathering information, special sources
of information, what is an investigative story. Need of investigation,
foreign & diplomatic reporting. Questions of ethics & laws. Structure of
interpretative, investigative, foreign news stories.
PRACTICAL:
10 interpretative stories. Scrapbook with clipping of foreign &
diplomatic stories & their evaluation.

Books Recommended
1.
2.
3.

4.
5.
6.
7.

News Writing & Reporting for today media, Bruce D. Itle &
rd
Douglas A. Anderson, McGraw Hill m, New York , 3 , Ed. 1994
News Reporters & News Sources, Herbert Strenzt, Prentice Hall,
nd
NewDelhi, 2 Ed 1992
News Reporting & Writing, Brain S. Brook, George Kennedy,
th
Daryl R. Moen, Don Rauly, St Martins Press, New York 4 Ed
1992
Reporting for the Print Media, Fred Fedler, Harcourt Brad
th
collegePublishers, Forthworth , 5 Ed 1993
Interpretative Reporting, Curtis D. MacDougal, Macmillan, New York
th

8 Ed. 1982
The Computerized Newspaper, Paul Willaims, Heinemann,
London, 1990
Investigative Reporting, Clark R. Mollenhoff, Macmillan, New
York. 1981.

55

8.
9.

Media Credibility, S.K. Aggarwal, Mittal Publications, New Delhi,

1989.
Public Affairs Reporting: Investigation, Interpretation nad
research, George S. Hage, Everett E. Dennis, Arnold H.
Ismach, Stephen Hartgen, Prentice Hall, New Jersy, 1976

NEWSPAPER PRODUCTION
Objectives:
The course aims at teaching the students at first hand the
process of producing a news paper from news gathering and
selection to editing, composing, page make up, use of illustrations to
printing. It will be a practical course and the student will be expected
to produce by themselves a complete daily or weekly newspaper.

CONTENTS:
Methods of composing and printing, historical development from
Hand Composing to computer Composing, Historical Development
of Photo Printing from wood Carving to Scanner, Film Making, Photo
editing. History of page Making, Layout & make-up book editing &
Production. Comparative Features of Newspaper, New Techniques of
Printing.

Books Recommended
1.

Marketing in Publishing, Patrick Forsyth, Routledge, London, 1997

2.

Modern Newspaper Practice, F.W. Hodgson, Focal Press, Oxford, 4

th

Edition, 1996
3.

Picture Editing: an introduction, Tom Ang, Focal Press. Oxford, 1996

4.

the Computerized Newspaper, Paul Williams, Oxford, London, 1990

5.

Newspaper Design for the Times, Lois Silvestein, Van Nostrand, New

6.

Modern Newspaper Editing & Production, F.W. Hodgson, Heinneman,

York, 1990

London. 1987.
PRACTICAL:
The students will be required to produce news papers during the semester.

ADVANCED SUB-EDITING
Objectives:
To train students about the modern computer based methods of subediting.
56

CONTENTS:
Drafting news items form handouts and press releases,
ranslation, headlining, Use of computer, in subbing. Page making, Photo
Editing.
PRACTICAL:
Manual and computerized subbing exercises and assignments

Books recommended
1.
2.
3.
5.
6.
7.
8.
9.

The Art of Editing by BrooksEtal

News Editing by Matzler Ken, Englewood, Cliffs, Prentice Hall 1979
The Art of Editing News, Mc Giffert Renert
Design and Make of Newspaper, Sultan A.A
Journalism, Trowin Ions, London,: David and Cherl, 1975
Editing in the Electronic Era, Gibson M. L. published by Gowa
State University Press 1979
Fun-eKhabar Naveesi by A. R. Khalid
Fun-e-Idarat by Hijazi, Miskeen Ali
Sahafat by Hassan Mehdi

MAGAZINE AND BOOK PRODUCTION

Objectives:
The course aims at teaching the students at first hand the
process of producing a magazine from material gathering and
selection to editing, composing, page make up, use of illustrations to
printing. It will be a practical course and the student will be
expected to produce by themselves a complete magazine.
A.
1.
2.
3.
4.
5.
6.
7.
8.
9.

Theory
MARKS-60
Qualification of a Magazine Editor
Special & Important Aspects of Magazine Journalism
Editorial Planning and responsibilities of Editorial Board
Collection of material for Magazine
Criteria for selection of material
Rewriting & editing material
Proof reading
Principles and objectives of Make up / Layout / title page
Function and duties of Make up Editor
57

10.
11.
12.

Layout techniques
Pictorial Display
New horizons of specialized magazines; Business, Science
and Sports journalism etc.

B.

Practical
MARKS-40
The students will be required to produce a general magazine in
groups during the semester.

Recommended Books
1. Magazine Editing and Production by Click, J. W. Russel N.
2. Photojournalism: Principles and Practices by Edom, Clifton C.
3. Magazine for Millions: the Story of Specialized Publications by Ford,
James L.G.
4. Magazine Writers Handbook by Franklyu
5. Mass Communication An introduction (fourth Edition) by John R.
Bittner.
6. Mass Media-IV by Ray Eldon Heibert, Donald F. Ungurait, Thomas
W. Bohn.
7. Mujalati Sahafat
8. Fun-e-Sahafat by Khursheed Abdul Salam
9. Jadeed Urdu Sahafat by Masood Bin Mehmood

Group B (Electronic Media)

RADIO NEWS REPORTING AND
PRODUCTION
Objectives:
The course will impart the elements of selection writing, editing,
compiling and presenting news for radio. It will be a practical course
and the students will be expected to produce and present an entire news
bulletin.

CONTENTS:
Distinctive features of radio news. Basic requirements. News
sources, selection of news for radio. Radio news writing; style,
drafting choice of words; compilation of radio news bulletin.
Presentation. Interviewing for radio. News commentaries & analysis.
Talks & discussions. Characteristics of radio news reader.

58

PRACTICAL:
20 new stories, 5 interviews of 10 minutes each, submission of an
audio cassette.

Books Recommended:
1.
2.
3.

International Radio Journalism, Tim Crook, Routledge, London, 1988

Broadcast Journalism, Andrew Boyd, Focal Press, Oxford, 1997

Local Radio Journalism, Paul Chantler, Sam Harris, Focal
Press, Oxford, 1997

4.
5.

the Radio Handbook, Pete Wilby, Routledge, London, 1996

Crafting the News for Electronic Media, Carl Hausman,
Woodsworth publishing California, 1995

6.
7.

Broadcast Writing, Roger L Waltern, McGraw Hill, New York, 1994

Radio Journalism in Pakistan, Idrees Siddique, Ferozson,
Lahore, 1990
Radyai Sahafat, Sajjad Haider, Muqtadira quomi Zaban,
Islamabad, 1989

8.

TV NEWS REPORTING AND PRODUCTION

Objectives:
The students will be taught the elements of selection , writing,
editing, compiling and presentation of news for television. They will
be taught the technical aspects of camera, lights and microphones
and shooting and editing of news films and their placement in the
news bulletin, besides the use of the live inserts and sound bites.
They will be expected to produce bulletin for television. This is a
practical course.

CONTENTS:
Set up & working of news. Duties of news producer. Sources of TV
news, spoken words & visuals. Use of visuals. TV news film. Basics
of news film shooting & editing. Drafting of TV news. Compilation of
bulletin. Preparation of network bulletin. Preparation of special report.

PRACTICAL:
20 news stories and film commentaries, 5 interviews of 10 minutes
each, submission of a video cassette

59

Books recommended
1.
2.
3.
4.
5.
6.
7.

The television handbook, Patricia Holland, Routledge, London,

1997
Pre Production Planning of Video Film and Multimedia,
Steve R. Cartwright, Focal Press, Oxford, 1996
Training With Video, Steve R. Cartwright, Knowledge
Industry Publications, New York, 1996
Basic Television Reporting, Ivor York, Focal Press, London, 1990
Visual Editing, Howard I. Finberg and Bruce D. LItale,
Wadsworth, Belmont, 1990
rd
ENG Television News, Charles F.Cremer, 3
Ed. McGraw
Hil, New ork, 1996
Television Journalism, Shahida
Kazi, Translated by
Aju-e-Kamal, Dynya-e-Adab, Karachi, 1993

RADIO PROGRAMME PRODUCTION

Objectives:
The course will impart the elements of selection, writing, editing,
compiling and presenting different programmes for radio. It will be a
practical course and the students will be expected to produce and
present different programmes.
1.
2.
3.
4.
5.

6.
7.
8.

Working of a Radio station.

Set up of studios.
Kinds of microphones.
Duties of radio producer, Programme planning and budgeting.
Production of different types of programmes: Talks and
discussions, features and documentaries, plays, childrens
programmes, sport, announcements.
Commercial productions and public service broadcasting.
Outdoor Broadcasts.
Trends of FM Radio in public & private sector in Pakistan.

Practical
Production of at lest five documentaries, features or prgorammes of
different types.

Books Recommended:
1.
2.
3.

B
ODonnel,
Lewis.
(1992).Modern
Radio
Production.
London: Wadsworth Publishing.
Boyd, Andrew. (1997).Broadcast Journalism. Oxford Focal Press.
Chantle,
Paul.
&
Harris,
Sam. (1997).
Local
Radio
60

Journalism. Oxford:Focal Press.

Crook, Tim. (1988).International Radio Journalism. London:
Routledge.
Hamelosky, Walter V. (1995).Principles of Media Development.
New York: k Knowledge Industry Publishing.
Hausman, Carl. (1995). Crafting the News for Electronic
Media. California:Wadsworth Publishing.
Haider, Sajjad. (1989).Radyai Sahafat. Islamabad:Muqtadira
Quomi Zaban.
Jank, Hakemulder. (1998). Radio and T.V. Journalism. New
Delhi: Arnolds Publishers.
th
Mcleash, Robert. (1999). Radio Production 4 ed.Oxford: Focal
Press.
Page, David and Crawley, William. (2001). Satellites Over South
Asia: Broadcasting, Culture and Public Interest. Oxford: Oxford
University Press.
Qureshi,
Haseen-uddin.
(1990). Khabrain
Sunye.
Karachi:Wish Publications.
Rumsey, Farancis. & McCormick, Tim. (1996). Sound
Recording Oxford Focal Press.
Siddique, Idress. (1990). Radio Journalism in Pakistan.
Lahore: Ferozson.
Srivastava, H.O. (2000). Broadcast Technology: A Review. New
Delhi: Gyan Books Pvt. ltd.
Sterling, Christopher H. (1994).Electronic Media. New York:
Praeger.
Wilby, Pete. (1996).The Radio Handbook. London: Routledge.

4.
5.
6.
7.
8.
9.
10.

11.
12.
13.
14.
15.
16.

TV PROGRAMME PRODUCTION
Objectives:
The course will impart the elements of selection, writing, editing,
compiling and presenting different programmes for TV. It will be a
practical course and the students will be expected to produce and
present different programmes.
a.
Working of TV station
b.
Genesis of TV programme from idea to recording;
lighting, shooting, editing etc.
c.
Production of different types of TV programmes. talks,
discussions, documentaries, plays, shows etc.
d.

Preparation of special reports.

61

e.
f.
g.
h.

TV producer: qualifications and duties

Out door Broadcasting.
Cable Television in Pakistan
Ethical and cultural issues.

Practical
Production of at lest five documentaries, features or prgorammes of
different types.

Books Recommended.
1. Anthony, Friedmann. (2001). Writing for Visual Media. Boston:
Focal Press.
2. Cartwright, Steve R. (1996). Pre-Production Planning of Video
Film and Multimedia. Oxford: Focal Press.
3. Cartwright, Steve R. (1996). Training with Video. New York:
Knowledge Industry Publications
4. Finberg, Howard I and Itale, Bruce D. (1990). Visual Editing.
Belmont: Wadsworth Cremer, Charles F. (1996). ENG Television
rd
News 3
ed.New York: McGraw Hill.
5. Holland, Patricia. (1997). The Television Handbook. London:
Routlege.
6. Kazi, Shahida. (1993). Television Journalism. Translated by Auje- Kamal. Karachi: Dunya-e-Adab.
7. Page, David and Crawley, William. (2001). Satellites over South
Asia: Broadcasting, Culture and Public Interest. Oxford: Oxford
University Press.
8. Sinclair, John. (1996). New Patterns in Global Television. New
York: Oxford University Press
9. Srivastava, H.O. (2000). Broadcast Technology: A Review. New
Delhi: Gyan Books Pvt. Ltd.
10. Thomson, Roy. (1994). Media Grammar of the Editing. Oxford:
Focal Press.

62

Group C (Advertising and Public Relations)

ADVERTISING-I
Objectives:
This course is designed to introduce students to the principles
and techniques of advertising as currently practiced. The students
will be made to look at the field from the viewpoints of the
advertising practitioner, the channels of communication used and the
various public which advertising persons try to reach. Emphasis will
be on the advertising activities that bring out students creative
problem-solving talents and help them.

CONTENTS:
Indepth study of various Functions of Advertising. Micro and Macro
Economic Impact of Advertising. Successful Advertising. Guidelines for
writing potent copy alongwith techniques. Evaluation of work.
Presentation of a campaign to the client.
Practicals
Writing at least 20 copies for Press Ads. Posters, stickers and
P.O.S. material.

Books Recommended:
1.
2.
3.
4.
5.
6.
7.

Advertising Excellence, Courtland L. Bovee, McGraw- Hill,

Inc. New York, 1995
Contemporary Advertising, Bovee / William F. Arens, Arwin
th
Homwood, Boston, 4 Ed. 1992
Public Relations Cases, Jerry A. Hendrix, Wadsworth, Belmont,
1992
th
Advertising Management. David A. Aaker, Prentice Hall, 4 Ed.
India, 1996
Commodity Advertising, Olan D. Forker, New York, 1993
th
The Practice of Advertising, Norman Hart, 4 Ed. London. 1995
Do It Yourself Advertising, Fred E. Hahn, John Wriley &
Sons, New York, 1993

PUBLIC RELATIONS-I
Objectives:
This course is designed to introduce students to the
63

principles and techniques of public relations as currently practiced.

The students will be made to look at the field from the
viewpoints of the Public Relation practitioner, the channels of
communication used and the various public which P.R persons try
to reach. Emphasis will be on the public relation process and such
activities that bring out students creative problem-solving talents and
help them.

CONTENTS:
Public relations. A Business Way of Life. The corporate Personality
of an Organization. Objectives, audiences, some communication
guidelines; budget allocation; the Programme, employees, opinion
Leaders. PR in Sales support; marketing, advertising and public relations.
PRACTICAL:
Writing at least 20 press release s and handouts.

Books recommended
1.
2.
3.
4.
5.

6.

7.
8.

Effective Public Relations by Centre, H. Allen, Cutlip. M.

Scott, New Jersey Prentice Hall Inc. 1978
Public Relations for Marketing Management, by Jefkins, Frank.
Long Acre, London: Pitman Publishing 1991.
Public Relations, by Jefkins, Frank, Long Acre, London:
Pitman Publishing, 1991
Taloqaat-e-Aama, by S. A. Siraj, Allama Iqbal Open University, 1990

Public Relations: Strategies and Tactics, by Wilcox, Dennis

L., Ault, Phillip H. and Agee, Warren K., New York, Harper
Collins Publishers, 1989
The Practice of Public Relations, Fraser P. Steitel, Merrill
Publishing
Company, Singapore 1992
the Practice of Public Relations, Sam Black, butter worth
Heinemann, London, 1995
Public Relations; Principles, Cases and Problems. H. Frazrier
Moore, Frank B. Kalupa, Sujrjeet Publications, New Delhi, 1998.

ADVERTISING-II
Objectives:
The emphasis will be on the making of advertisements for radio and
television. It will be a practical course and the students will be expected
to produce the advertisements.
64

CONTENTS:
Advertising as a tool of marketing. Advertising and marketing mix.
Consumer behavior and market segmentation. Making of effective
TV commercials. Various types of TV commercials. Public service TV
spots Radio advertising. Production of Radio Spots and sponsored
Radio Programes. Advertising research.
Practical:
Students will be required to produce advertisements in supervision of
the teachers.

Books recommended:
1.
2.
3.
4.
5.
6.
7.
8.

Advertising & Popular Culture, Jib Fowels, Sage London, 1996.

Contemporary Advertising, Courtland L. Bovee and William F. Arens

Irwin, Homewood, 1986.

Consumer Behavior, Del. I. Hawkins, Business Publication Inc.
rd
Plang, Taxes, 3 1986
Essentials of Advertising, by Chandan, S. J. et al. New
Delhi, Bombay, Oxford & IBH Publishing Co. Pvt. Ltd. 1990
Advertising: Made Simple, by Jefkins, Frank, Calcutta; Rupa Co.

1982
Advertising by Mandell, Maurice I., Englewood Cliffs, N. J:
Prentice- Hall, Inc. USA 1974
The Design of Advertising, by Nelson, Paul Roy, low: WCB,
Wm.C, Brown Publishers Dubugue, USA, 1985
Advertising, by Wright S., John et al., USA, MC-Graw-Hill
Series in Marketing, 1982

PUBLIC RELATIONS - II
Objectives:
The emphasis will be on the elements of writing, editing of
press releases and handouts It will be a practical course and the
students will be expected to manage/organize different events.

CONTENTS:
Media relations. Media conferences. Sponsorships. Special events.
Exhibitions and presentations. Advertising. Audio visual electronic media.
Research. Speaker Panels. Professional Groups. Contingency Planning.
Measuring Results.

65

PRACTICAL:
Besides writing exercises of press releases and handouts, the
students will be required to plan PR strategies for various
organizations. They will be required to manage complete events
such as press conference, seminar, workshop, exhibition etc.

BOOKS RECOMMENDED:
1.
2.
3.
4.
5.
6.

The Practice of Public Relations, Fraser P. Steitel, Merrill

Publishing Company, Singapore 1992
Public Relations, Writing & Media Techniques, Dennis L.
Wilcox and Lawence W. Nolte, Harper & Row, London, 1990.
Making PR Work, Sushil Bahl, Wheeler Pub lsihing, New Delhi,
1994.
The Practice of Public Relations, Sam Black , Buter Worth
Heinemann, London, 1995
Public Relations. Principles, Cases and Problems. H. Frazrier
Moore, Frank B. Kalupa, Surjeet Publications, New Delhi, 1998.
Strategic Communications Management: Making Pub lic Elations
Work, Johan
Write,
Laura
Mazur,
Addision
Wesley
Publishers, University Press Cambridge, 1995.

Group D (Organizational Communication)

ORGANIZATIONS AND ORGANIZATIONAL
BEHAVIOR
CONTENTS:
Concept, types, structure and characteristics of management
and organizations. Functions of managers, functions of organizations.
Group and intergroup communication. Inter and intra organization
communication. Barriers. Improving organizational communication.
Private ownership vs. Public ownership. Personnel management.
Executive, editorial, production, circulation and advertising personnel,
financial administration of the media.
PRACTICAL:
Each student will be required to identify & make a detailed
study of Communication process in an organization.

Books Recommended:
1.

Communicating at Work, Ronald B. Adler, McGraw Hill, New

2.

York 5 ed. 1996.

Small
Group
Communication

th

66

Theory

and

Practice,

3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.

Robert
S. Catchcart, Larry A. Samovar and Linda Hieznaman,
Brown Benchmark Publishers, Madison, 1996.
Organizational Behaviour, Robert P. Vecchio. The Dryden
rd
P r ess, Fortwarth, 3 . 1995.
Organizational Communication, Peter K. Manning, Aldine De
Gruyter, New York. 1992.
Organizational Architecture, David A. Nadler, Marc S. Gerstein,
Robert B. Shaw, Jossey Bass Publishers, San Francisco. 1992.
Communication, A. Managerial Perspective Jane Whitney
Gibson, Richard M. Hodgetts, harper Collins Publishers. 1991.
Inside Organizational Communication, Carul Renss and Donn
Silvis (eds) Longman, New York. 1985.
Organizational Communication, Howard H. Green Baun (all
volumes), Sage Publication, London. 1983.
th
Mangement A Global Prespective, 10
ed. Weihrich and
Koontz, McGraw Hill, New York, 1994.
Telecommunication
Management,
Barry
L.
Sherman,
McGraw Hill, New York. 1995.
Strategic Newspaper Management, Conrad C. Fink, Southern
Illinois University Press, Carbondale, 1988.
nd
Electronic Media Mangement, 2
ed. Peter K. Pringle, Focal
Press, London. 1991.
Managing Media Organization, John M. Lavine, Longman,
New York. 1988.
Perosnnel The Management of People At Work, Dale S.
Beach, MacMillan Publishing Co. New York.

BUSINESS & MARKETING COMMUNICATION

CONTENTS:
Formal & Informal Organizational Communication. Work Group
Behavior. Horizontal and Diagonal Communication. Dysfunctional
Controls. Motivation within
Organization.
Changes & Growth.
Communication
Technology.
Eliminating
Physical
Distance.
Communication Challenges. Organizational Conflict Management. Ethical
questions.
PRACTICAL
Assignments.

Books Recommended:
1.

Communicating at Work, Ronald B. Adler, McGraw Hill, New

67

th

2.

3.
4.
5.

6.

7.
8.

York, 5 ed. 1996.

Small Group Communication Theory & Practice, Robert S.
Catchcart, Larry A. Samovar and Linda
Hienman,
Brown & Benchmark Publishers, Madison, 1996.
Organizational Behaviour, Robert P. Vecchio. The Dryden
rd
Press, Fortwarth, 3 , 1995.
Organizational Communication, Peter K. Minning, Aldine De
Gruyter, New York, 1992.
Organizational Architecture, David A. Nadler, Marc S.
Gerstein, Robert B. Shaw, Tossey Bass (Publishers), San
Francisco, 1992.
Communication, A Managerial Perspective Jane
Whitney Gibson, Richard M. Hodgetts, Harper Collins Publishers,
1991.
Inside Organizational Communication, Corol Renss and Donn
Silvis (eds) Longmann, New York, 1985.
Organizational Communication , Howard H. Green Baun (all
volumes), Sage Publication, London. 1983.

Internship: 180 Hrs. internships at any media institutions. It is a

mandatory non credit course.

BUSINESS WRITINGS
CONTENTS:
Basic wring in organization: memos, Business letters, instructions,
policies, regulations, evaluation reports, abstracts & press articles,
newsletters, Brochures etc.
PRACTICAL:
Each student will be required to write at least five for each of the above
and submit the file at the end of semester for evaluation.

Books recommended:
1.
2.
3.
4.
5.

Effective business communication, Harta A. Murphy, 7th E.d New

York, 1997.
Business
Communications,
David Nickson,
Made Simple
Books, Oxford, 1996.
Excellence in Business Communication, John V. Thill and
Cortland L. Bovee, McGraw Hill, 1991.
nd
Business English, Mary Ellen Guttey, Kent Publishing, 2 Ed. 1986.

Successful Business Writing, Marla Treece, Allyn & Bacionb

Inc. Boston, 1980
68

MANAGERIAL COMMUNICATION
CONTENTS:
What is managerial communication? Characteristics & various roles
of communicationsors. Dynamics of Leadership. Decision making.
Feedback for evaluation and information. Management & the
international environment. Media relations.
PRACTICAL:
Interview with the manger of a business organization.

Books recommended
1

Managing Change, Bemard Bruce, Pitman Publishing, London, 1996.

2.

the Skills of Management, W. David Ress, Routledge, London, 3

rd

3.
4.
5.

6.

7.

Ed.1991
Managing, John R. Schermerhorn JrRm, James G. Hunt and
Richard, N. Osborn, John.
Training in Interpersonal Skills, Stephen R. Robins,
Prentice Hall, Englewood, 1989.
Effective Writing for Engineers, Mangers and Scientists,
J.J. Tichy, John
Wiley & Sons, New York, 1988.
Organizational Communication: ?A managerial Perspective,
Jane Whitney and Richarsd M. Hodgetts, Academic Press,
New York, 1986.
Managing by Communication, Michele Tolela Myres and Gail
E. Myres, McGraw Hill, New York, 1982.

MEDIA IN SAARC COUNTRIES

CONTENTS:
1.
2.
3.
4.
5.
Note:

Evolution of print media in SAARC countries and

development.
Introduction of radio broadcasting in SAARC countries and
its contemporary development.
Television broadcasting came to South Asia and its present
day growth.
Film media of SAARC countries and its role in sociocultural arena.
Cultural imperialism in South Asian Media.
University may add two courses of three credit hours each according to their
requirements.

69

its

Annex A

70

RECOMMENDATIONS FOR MINIMUM REQUIREMENTS

OF
THE MASS COMMUNICATION DEPARTMENTS
TO RUN BS 4-YEAR PROGRAM
1)

Adequate number of class rooms facility (at least 8 in number)

and in size to accommodate students admitted.

2)

Departmental library

3)

State of the art computer lab with publishing and copywriting

softwares and multimedia projects.

4)

Small scale print media lab with color photo copier

5)

FM Radio station

6)

Video / TV program production and multimedia Lab.

7)

Adequate number of regular teachers and visiting teachers from

the media organizations

8)

Seminar room

9)

Faculty development: Training Programs in media production

10)

Teachers

training

on

mutual

visits

among

Communication departments of the universities.

71

the

Mass