MASS MEDIA & COMMUNICATION (90)

Aims:
1. To develop an understanding about the evolution 3. To provide exposure to various and diverse forms
of Mass Media and Communication. of Mass Media and Communication.

2. To introduce the concepts, processes, terms and 4. To create an awareness about the ethical practices
trends related to the field of Mass Media and to be followed while using Social Media.
Communication. 5. To enhance the development of skills related to
the use of various types of Media.

CLASS IX
There will be one written paper of two hours duration A brief understanding of the evolution of mass
carrying 100 marks and Internal Assessment of media from the invention of the Printing Press
100 marks. to Newspapers, Gramophones, Cinema, Radio,
THEORY – 100 Marks Camera (pin hole to digital), Television,
Internet and New Media.
1. Communication
(iii) Types of Mass Media
(i) Understanding Communication
A brief understanding of the features and
General definition of Communication.
functions of: print media, radio, television,
Definition given by Keith Davis, John Adair cinema, internet
and Louis Allen.
3. Print Media
(ii) Evolution of Human Communication
(i) A brief history
A brief understanding of the following with
examples: Petroglyphs, Pictograms, A brief history of print media: stone carving,
Ideograms, Writing, Audio-visual, Digital, Chinese wood blocks, Johannes Gutenberg
Internet based communication systems. and first newspaper.
(iii) Elements of Communication (ii) Types of Print Media
A brief understanding of the following with A brief understanding of the features and
examples: Sender, Message, Medium, functions of: Newspapers, Magazines, Books,
Receiver, Feedback. Journals, Leaflets, Brochures, Flyers &
(iv) Process of Communication Posters.
A brief understanding of Encoding and (iii) Types of Newspapers
Decoding. Types of newspapers based on:
(v) Functions of Communication (a) Frequency: Dailies, Weeklies, Annuals,
A brief understanding of how Communication Divided – Annuals.
helps to Inform, Educate, Entertain and (b) Geographical Distribution: Local,
Integrate. Regional, National and International.
(vi) Forms of Communication
(c) Versions: Print, Online, e-paper.
A brief understanding of Verbal (Oral and
Written) and Non – Verbal, Formal and (d) Size: Broadsheet, Berliner, Tabloid.
Informal communication with examples. Meaning, differences and examples of each of
2. Mass Media the above.
(i) Definition of Mass Media 4. Radio as a Medium
(ii) Timeline (i) History of Radio
A brief understanding of the milestones in
Radio Broadcasting: Discovery of radio

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 waves, Heinrich Hertz, electromagnetic 6. Internet
plates, Jagdish Chandra Bose, Marconi (i) A brief history of the Internet.
Company, Ferdinand Braun, during the
World Wars. Timeline: Information theory, WAN, Packet
switching, ARPANET, Merit Network,
Radio Broadcasting in India – AIR. CYCLADES, TCP/IP, World Wide Web (brief
Establishment, World War II, post- understanding only).
independence, private radio. (ii) Internet, Intranet and world wide web (www).
(ii) Characteristics of Radio Meaning and distinction.
A brief understanding of the characteristics of (iii) Internet utilities
radio such as: audio medium, wireless
medium, inexpensive, simple to use, wide A brief understanding, with examples, of the
reach, mobility, and live medium. following: Web Browsing, Electronic Mail,
Online Broadcasting, Social networking,
(iii) Radio Broadcasting Gaming, Blogging, File Transfer protocols
Radio Equipment: Transmitter and receiver; (FTP), Online banking, E-commerce, Video
Radio frequency: AM (Amplitude Modulation) conferencing and Digital marketing.
& FM (Frequency Modulation); Satellite
Radio: definition and impact. INTERNAL ASSESSMENT – 100 Marks
(iv) Types of Radio Broadcasting Candidates will be required to do a minimum of four
A brief understanding of Public, Private and assignments during the year, as assigned by the
Community radio broadcasting. teacher.
(v) Online and Amateur Radio (HAM Radio). Suggested list of Assignments:
Definition and impact. • Write and enact a one act play including 6 to 8
actors. The theme of the play should revolve
5. Introduction to Advertising around current values or social trends. Props and
(i) Definition costume must be used.
(ii) Functions of Advertising • Select a well-known personality of your choice,
Building brand image; creating consumer whom you would like to interview as a radio
awareness and demand; increase in sales; jockey. Prepare a set of 10-15 questions for the
promotion of competition in the market; interview. The interview should last
maximising of profits: a brief understanding approximately 20 minutes.
of each. • Design a poster for your school canteen (or a
(iii) Models of Advertising nearby restaurant, should the school not have a
canteen).
A basic understanding of: AIDA (Attention
Interest Desire and Action) and DAGMAR • Group Work: Act as sales representatives and try
(Defining Advertising Goals for Measured to sell a product or service to the rest of the
Advertising Results). class/school. You can use coupons to act as a form
(iv) Principles of Advertising of currency.
A brief understanding of creativity, research, • Design the front page of a newspaper, taking into
consistency, Duration and Frequency of consideration eye movement along the page,
Campaign, Simplicity, Ethical, Unique Selling weight distribution, importance of the news items
Point. and advertisements.
• Develop an eight-page magazine covering the
various events that took place over the last school
year.

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 CLASS X
There will be one written paper of two hours duration (iii) Principles of Design
carrying 100 marks and Internal Assessment of A brief understanding of Balance,
100 marks. Proportion, Sequence, Unity, Repetition and
THEORY – 100 Marks variety and Emphasis, with examples.
1. Communication (iv) Concepts of Page making
(i) Principles of Communication A brief understanding of page weighting, use
of space, colour and typography with
A brief understanding of the following, with
examples.
examples: irreversible, multi-purpose,
interactive, Transactional, Punctuated. 3. Photography
(ii) Barriers/Noise in Communication (i) Importance of photography in Newspapers
and magazines.
A brief understanding of the types of barriers
in communication, with examples: Physical, Importance of photography in creating a
Psychological, Semantic, Organizational, picture of the story, educating, entertaining,
Cultural. drawing attention, and balancing the page.
(iii) Overcoming the barriers/noise in (ii) Photo Editing
Communication Perspective; composition: the rule of thirds;
Understanding the audience and the context; cropping; colour correction: brightness and
Selection of the appropriate communication contrast; Image file formats: BMP, JPEG,
channel; use of appropriate language; PNG, TIFF
formulation of the message according to the A brief understanding of the above with
specific objectives; message must be examples.
coherently structured; ensure proper
4. Television
feedback and feed forward.
(i) A brief history of Television (globally).
A brief understanding of the above with
examples. Eras of television broadcasting to be studied
briefly:
(iv) Effective Communication – 7Cs
Black and White: John Baird (creator of
A brief understanding of the 7Cs of
television and early contributions), first
Communication: Clarity, Conciseness,
transmission (America 1928 and BBC
Concreteness, Correctness, Coherence,
transmission), World War II (halt of
Completeness, Courtesy.
television production); Cathode ray and
2. Print Media and Design mechanical scanning, first television station
(i) Anatomy of a Newspaper and Magazine. (location, name and impact).
A brief understanding of: Page layout, Colour: First colour television (initial
Visual weight, types of pages, order of impact), Baird’s improvement (use of
pages, use of Ads, use of images, white scanning disks), Peter Goldmark
space and lines, eye movement, position of (introduction of electromechanical system),
hard and soft news, headings and font first colour programs (early program types,
sizes. impact), compact television (success and
impact).
(ii) Elements of a Newspaper
Digital: Switch from analog to digital (initial
A brief understanding with examples of:
reception and impact), HDTV, NTSC and
Masthead, Teaser, Headline, Banner,
PAL (Brief understanding, resolutions and
Byline, Lead/intro, Lead photo, Caption.
distinction).
Imprint line and advertisements.

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 (ii) Characteristics of Television. (vi) Public Relations.
An understanding of television as a medium: Definition; Role of Public relations: build a
audio-visual medium; live medium; mass brand image, prepare feedback which allows
medium; domestic medium; transitory for improvement, generate goodwill, evaluate
medium and expensive medium. and monitor media tools, aid in advertising
and sales promotion, crisis management.
(iii) Types of Television.
(vii) Difference between Public relations and
A brief understanding of different types such Advertising.
as:
A brief understanding.
− CRT, Plasma, LCD, LED and OLED,
Note: Case studies may be used to develop a
− SD, HD & UHD
better understanding of the above concepts.
− Smart TV
(iv) Television Broadcasting in India. INTERNAL ASSESSMENT – 100 Marks
Candidates will be required to do a minimum of four
Television broadcasting in India from 1959
assignments during the year, as assigned by the
to present times to be done briefly.
teacher.
(v) Types of Television Broadcasting Suggested list of assignments:
A brief understanding of different types of 1. Create a documentary on the evolution of
television broadcasting such as: terrestrial, cameras. The documentary must include
cable, satellite/DTH, IPTV and online narration, at least one interview, still images of
broadcasting.
the sample cameras, footage of various cameras
5. Integrated Marketing Communications- IMC in action and samples of the photographs created
(i) A brief understanding of IMC; benefits of by each camera. Total screen time not including
IMC. credits must be at least ten minutes. This may be
done individually or as a team.
Self-explanatory.
2. Create a power point presentation with the goal
(ii) Direct Marketing. of trying to sell a product. Slides must be neat
Definition of direct marketing; Marketing and properly formatted. The presentation must
Mix – 4 Ps: a brief understanding of Product, explain what the product is, why the consumer
Price, Promotion and Place. should buy it, why it is better than the
competition and how to get hold of it. The
(iii) Internet Marketing. presentation must have at least one video clip.
Definition; Internet as an IMC tool; 3. Create a Blog about your city. The blog must
Interactivity; Advantages and disadvantages contain both recent as well as old images.
of internet marketing. Changes in the city over the years, popular sites,
(iv) Sales Promotion. population density, cost of living, general living
conditions and future prospects must be
Definition; types: consumer oriented and
trade oriented; uses of Sales Promotion. mentioned. The blog must contain at least 600
words. Any free blog site may be used to create
(v) New ways of Advertising. this, but the blog must be available for online
Cross promotions, covert advertising and viewing.
merchandise. 4. Create a simple four-page newspaper. The first
page must contain one main story and two human
interest stories. The second page must contain
advertisement as well as economic information
such as the stock market and home loans. The
third must contain a sports section. The final
page must contain an entertainment section

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 including celebrity gossip, movie reviews, 7. Develop a survey tool to understand TV watching
games, jokes and puzzles. Images must be habits of people in your neighbourhood/school.
balanced across the page. All stories must have Get at least 25 survey forms filled. Analyse the
heading, and sub-headings are suggested. The data and present your findings.
newspaper may be in grey scale for the sake of
convenience as well as printed on an A4 sheet. EVALUATION
5. Create a Radio program. The total duration of the The assignments/project works are to be evaluated
program should be within 20 to 30 minutes. The
by the subject teacher and by an External Examiner.
program must contain a jingle, at least three
advertisements, no more than 10 minutes’ worth The External Examiner may be a teacher nominated
of songs, a short interview with a teacher/student by the Head of the school, who could be from the
authority, song requests and at least one public faculty, but not teaching the subject in the
service announcement. All songs played during section/class. For example, a teacher of Mass
the program must be of the same genre and care Media & Communication of Class XI may be
must be taken to avoid mature content. deputed to be an External Examiner for Class X
projects.
6. Design and distribute questionnaires (survey) to
selected students of lower classes. Statistical data The Internal Examiner and the External Examiner
must be collected based on average happiness of will assess the assignments independently.
students per class, favourite subject, largest class, Award of marks (100 Marks)
average marks per class, number of students who Subject Teacher (Internal Examiner): 50 marks
prefer academics, number of students who prefer
extra-curricular activities, percentage of students External Examiner : 50 marks
who live far from school and percentage of each The total marks obtained out of 100 are to be sent to
faith followed. This data will then be presented in CISCE by the Head of the school.
the form of a series of pie charts. There must be The Head of the school will be responsible for entry
20 students in the test group and no more than of marks on CISCE’s online portal by the due date.
three must be of the same class.

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 INTERNAL ASSESSMENT IN MASS MEDIA & COMMUNICATION - GUIDELINES FOR MARKING WITH GRADES

Criteria Preparation Procedure Observation Inference Presentation Marks

Grade I Excellent choice of Originality and relevance; Proper format followed, Information fitted correctly Methodical, precise 4 marks
Topic, good research, creative, rational and understandable to all to format; work indicates and clear expression; for each
visually pleasing (or structured thinking; good ages, correct flow of understanding, good neat and tidy criterion
audio), proper format questionnaire. image and audio. comprehension of subject. presentation; optimum
followed. Images and text neat and utilisation of skills.
clear.
Grade II Relevant choice of Originality and structured Able to follow format, Can format and grasp Work neat and tidy 3 marks
topic; Relevant audio thinking; adequate but not precisely; able information correctly; and clearly presented; for each
and visual; adequate framing of questions; to grasp information; subject matter shows methodical and criterion
research. good insight. independent survey. adequate comprehension. appropriate techniques
Images and text are in used.
correct format.
Grade III Adequate choice of Records information Assistance required in Requires some assistance to Reasonably clear but 2 marks
topic; some idea of correctly but lacks presenting, recording relate data to audio/visual work disorganized in for each
what to study; some originality; independent and arranging subject display; able to arrange places; untidy criterion
information gathered. framing of questions. matter; can conduct images and text. fonts/borders used,
survey. mild clutter.

Grade IV Topic selected but Unable to create or edit a Tends to make mistakes Assistance required in order Sequence of work 1 mark
continuous assistance project; requires in organizing data; to grasp the relevant and acceptable but not for each
required for collection assistance to prepare some ability to conduct validity of information; very neat; poor criterion
of information. questionnaire. survey. Mistakes in tends to make errors. presentation.
Audio and visuals are editing.
substandard.
Grade V Lack of perception of Not able to comprehend Faulty survey and Cannot process results; Presentation untidy 0 marks
the subject and concept of a topic; unable mistakes in data; not faulty conclusions in spite of and disorganised; for each
objective; lack of to prepare questionnaire able to proceed even assistance provided. effort and initiative criterion
effort. even with assistance; no with assistance. lacking.
video or audio collected.

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