Media Language Culture and Translation

Paper Code: 
DMC124
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Objectives

 

This course will enable the students to discover the foundations of public relations, advertising, and journalism practices, while gaining insights into effective audience analysis, creative integration, and implementation of paid marketing strategies across diverse platforms.

 

Course Outcomes (COs):

Course

Learning outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course

Title

24DMC124

Media Language Culture and Translation 

(Practical)

CO19: Enhance oral communication skills- explore media language and communication dynamics.

CO20: Design compelling captions, mastering visual storytelling techniques.

CO21: Enhance written communication skills- analyse, translate and paraphrase news stories and opinion pieces between English and Hindi.  

CO22:  Critically evaluate copywriting and crafting creative advertisements for digital and television platforms. 

CO23: Analyse and critique creative advertisements and brand copies. 

CO24: Contribute effectively in course-specific interaction.

Approach in teaching:

Interactive Lectures, Discussion, Tutorials, Reading assignments, Demonstration

 

Learning activities for the students:

Self-learning assignments, Effective questions, Simulation, Seminar presentation, Giving tasks, Field practical

Class test, 

Semester end examinations, 

Quiz, 

Solving problems in tutorials, Assignments, Presentation, Individual and group projects

 

12.00
Unit I: 
Exploring Structure and Style in Communication
  • Understanding Media Language and Communication
  • Structure and Style of Expression, Written and Spoken Language
  • Indian Knowledge Systems: Introduction and fundamentals
12.00
Unit II: 
Art of Captions and Visual Storytelling with Cultural Sensitivity
  • Writing Captions, Learning Visual Storytelling and Story Board
  • Understanding Gender, Cultural Context and Inclusiveness  
12.00
Unit III: 
Translation and Paraphrasing Across English and Hindi
  • Translating/Paraphrasing News stories and Opinion Pieces - English to Hindi, Hindi to English covering different themes and platforms
12.00
Unit IV: 
Copywriting and Visual Storyboarding in Advertising
  • Copy Writing, Preparing Creative Advertisements - Digital and Television with Visual Storyboarding
12.00
Unit V: 
Analysing Advertisements
  • Studying Creative Advertisements and Brand Copies and preparing a Glossary of 25-30 Words and Phrases explaining the usage critically
Essential Readings: 
  • Bonime, Andrew and Pohlmann, Ken C. (1997). Writing for New Media: The Essential Guide to Writing for Interactive Media. United States: Wiley.
  • Lindstrom, Simeon. (2015). Creative Writing-From Think to Ink. Canada: Create Space Independent Publishing Platform.
  • Raman, Usha. (2010). Writing for the Media. New Delhi: Oxford University Press.
  • Stovall, James G. (2014). Writing for the Mass Media. New York. Pearson.
References: 

Suggested Readings:

 

  • Watson, J., & Hill, A. (2013). Media and Communication: An Introduction to Theory and Process. Palgrave Macmillan.
  • Strunk Jr., W., & White, E. B. (2009). The Elements of Style. Pearson.
  • No author provided. (2013). Visual Storytelling: How to Speak to the Audience Without Saying a Word. Routledge.
  • Dines, G., & Humez, J. M. (2011). Gender, Race, and Class in Media: A Critical Reader. Sage Publications.
  • Malmkjaer, K. (2017). Translation and Language: Linguistic Theories Explained. Routledge.
  • van Dijk, T. A. (1985). News as Discourse. Lawrence Erlbaum Associates, Inc.
  • Sullivan, L. (2012). Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads. Wiley.
  • Meyer, C., & Meyer, T. (2013). Creating Motion Graphics with After Effects: Essential and Advanced Techniques. Focal Press.
  • Pardun, C. J. (2013). Advertising and Society: An Introduction. Wiley-Blackwell.
  • Ferrier, A. (2014). The Advertising Effect: How to Change Behavior. Oxford University Press.

 

E-Resources:

 

Academic Year: 
2024-2025
  • Printer-friendly version
  • PDF version