Mass Media Research and Planning

Asian Academy of Film and Television offers a course in mass media research and planning. The aim of mass communication research is to facilitate students to understand human relationship by sharing experience, opinion and ideas. Research is a process that never ends. Research helps students to generate something new and creative. Research helps to study any subject scientifically.

Various media provide audience/reader with news and information. These media includes radio, television, newspapers, broadcasting, etc. Toady, mass media consists of internet media including video sharing, message board, blogs, and podcasts. The course curriculum includes research strategies of mass media. Students are taught how do media research such as what are elements of a leading newspaper. What are the aspects of a successful magazine cover page? Why a television programme is not successful, etc.

A media researcher has to discover what people like and what they do not. What show people would like to view, listen and read? AAFT students are taught how to deal with social issues while telecasting them. They are taught how to find out a good way to examine the never-ending issues.

The course curriculum is designed to provide ample information on mass media research. Students who wish to take admission to the above said course need to have passed 10+2+3 exam from a recognized university. The course allows students to study various aspects of mass media. The syllabus of mass media research and planning is given below.

Syllabus Communication

• Evolution and Development
• Elements
• Sources
• Models
• Methods
• Two Step Theory
  • Leaders and Legitimizes
  • Agenda Setting
  • Communication Barriers
• Feedback and Feed forward
• Social communication
  • Media and Social Change
• Organization Communication
  • Nature
  • Network
  • Communication Behavior
  • Innovation in Organization
• Practical exercises.

Communication Research

• Approaches
  • Empirical
  • Behavioral
• Methods
  • Quantitative
  • Qualitative
• Design
  • Hypothesis
  • Questionnaire
  • Sampling
  • Data collection, Management and Analysis

Applied Communication Research

• Television
  • Mood induction effects of news program
  • Impact of social identity attachment of journalist on news selection and production
  • Bias in reporting and response
  • Advertising effects on child's cognitive formation
  • Cartoon TV and character formation
• Radio
• Audience Research
  • Exploratory audience research
  • Impact studies
  • Response studies
• Film
  • Effects of sex and violence in movies
  • Perception impact of double meaning dialogues
  • Identification with positive characters
  • Personality effect on character perception
• New Media: Interactivity and Impression Formation
  • Cognitive response to animation
  • Emotional response to accidental exposure to undesirable material in search engines
  • Internet: addiction and dependency
  • Computer usage and social isolation
  • Computer usage and personal space
• Media Response
  • Citizen Nationalism
  • Psychological effect of media context, from and technology
  • Virtual versus actual truth
• Media and self image
• Media and context perception
• Credibility crisis