DEPARTMENT OF LINGUISTICS
INTRODUCTION TO COMMUNICATION
SESSION 2019-20
M. A IN LAMM (1st SEMESTER) CREDITS: 04
PAPER CODE: LAM-1002 SESSIONAL MARKS: 30
END-SEMESTER: 70
TOTAL = 100
COURSE OBJECTIVES:
To understand the concept and systems of communication.
To understand the process of communication and differences between verbal and non-
verbal communication
COURSE OUTCOMES: After completion of the course students shall be able to:
Understand the various forms and functions of communication.
Know about the barriers in communication and the relation between media and
communication.
UNIT I
A. Communication: Definition, Concept and Scope
B. Elements of Human Communicative System: Sender, Message, Receiver
C. Various forms of Communication: Interpersonal Communication, Mass Communication,
Intercultural Communication
D. Functions of Communication: Persuasive, Informative, Phatic, Aesthetic
UNIT II
A. The Communication Process: Context, Physical, Social, Chronological, and Cultural
B. Encoder- Decoder Medium and Feedback in Communication
C. Non Verbal Communication: Body Language/ Proxemics/ Kinesics
D. Verbal Communication
UNIT III A. Types and Forms of Communication: Formal / Informal
B. Barriers to Communication
C. Communication and Media: Meaning and Scope.
D. Mass Communication: Concept and Characteristics
ESSENTIAL READINGS:
1. Cole, K. 1993. Crystal Clear Communication. Australia: Prentice Hall.
2. Ellis, R. 2002. Communication Skills: Stepladders to Success for the Professional.
Bristol: Intellect Books.
3. Ronald B. Alder. and Rodman, G. 2006. Understanding Communication. New York:
Oxford University Press.
4. Warsi, M. J. 2009. Evaluation of Media Reach and Effectiveness: A Linguistic Exercise.
LinCom Europa, Germany
SUGGESTED READINGS:
1. Blundel, R. 1998. Effective Business Communication. Europe: Prentice Hall.
2. Clampitt, P. G. 2005. Communicating for Managerial Effectiveness. New York: Sage
Publications.
3. DeVito, J. 1990. The Elements of Public Speaking. New York: Harper & Row.
4. Dickson, D. 1999. Barriers to Communication. In Long, A. (ed.) Interaction for Practice
in Community Nursing. Hampshire: Macmillan.
5. Gallagher, K., McLelland, B. and Swales, C. 1998.Business Skills: An Active Learning
Approach. Oxford: Blackwell.
6. Goleman, D. 1996. Emotional Intelligence. London: Bloomsbury.
7. Hargie, O., Dickson, D. and Tourish, D. 2004. Communication Skills for Effective
Management. Hampshire: Palgrave Macmillan.
8. Hartley, P. and Bruckmann, C. G. 2002. Business Communication. London: Routledge.
DEPARTMENT OF LINGUISTICS
FUNDAMENTALS OF LANGUAGE AND LINGUISTICS
SESSION 2019-20
M. A IN LAMM (1st SEMESTER) CREDITS: 04
PAPER CODE: LAM-1007 SESSIONAL MARKS: 30
END-SEMESTER: 70
TOTAL = 100
COURSE OBJECTIVES:
To understand the characteristics of Human language.
To understand the functions and types of Language.
To have basic understanding of various Linguistic concepts.
COURSE OUTCOMES: After successfully completing the course students shall be able to:
Have the basic knowledge of the structure and properties of human language.
Have understanding of Linguistic structures in social and cultural contexts.
UNIT I
A. Language: Definition, Concept and Scope.
B. Characterizing Human Language-Design Features.
C. Language and Writing- Spoken and Written language.
D. Functions of Language-Micro and Macro.
UNIT II
A. Linguistics-Fundamentals; Scientific Study of Language.
B. Language Description: Phonological, Morphological and Semantic.
C. Language Use and Context: Pragmatics.
D. Word, Phrase, Clause, and Sentence; Sentence Types
UNIT III
A. Language in its Social Context.
B. Multilingualism in India.
C. Scriptal Diversity in India.
D. Language as Semiotic System.
ESSENTIAL READINGS:
1. Aitchison, J. 1977. Linguistics. London: Teach Yourself Books
2. Akmajian, A. et al. 1996. Linguistics: An introduction to language and communication.
New Delhi: Prentice Hall of India Pvt. Ltd.
3. Fromkin, V. A. and Rodman, R.1983. An Introduction to Language. New York: Holt
Rinehart and Winston.
4. Fromkin, V. A. (ed.) 2000. Linguistics: An Introduction to Linguistic Theory. Oxford:
Blackwell Publishers Ltd.
SUGGESTED READINGS:
1. Krishnaswamy, N. et al. 2000. Modern Applied Linguistics: An Introduction. Chennai:
Macmillan India Ltd.
2. O’ Grady, W. et al. 2010 (6th edition). Contemporary Linguistics: An introduction.
Boston Mass: Bedford, St. Martins.
3. Radford, A. et al. 1999. Linguistics: An introduction. Cambridge: Cambridge University
Press.
4. Trask, R. L. 2003. Language: The Basics. London and New York: Routledge.
5. Verma, S. K. and Krishnaswamy, N. 1989. Modern Linguistics: An Introduction. Delhi:
Oxford University Press.
DEPARTMENT OF LINGUISTICS
PHONETICS AND PHONOLOGY
SESSION 2019-20
M. A IN LAMM (1st SEMESTER) CREDITS: 04
PAPER CODE: LAM-1008 SESSIONAL MARKS: 30
END-SEMESTER: 70
TOTAL = 100
COURSE OBJECTIVES:
To impart the knowledge about notions of phonetics and phonology.
To have the knowledge of description and classification of speech sounds.
To have the knowledge of different types of sound change.
COURSE OUTCOMES: After completion of the course students shall be able to:
Understand the basic concepts of Phonetics and Phonology
Know the criteria of description and classification of speech sounds.
Understand the phonemic and phonetic transcription.
UNIT I
A. Phonetics: Definition, Nature and Scope
B. Organs of Speech
C. Initiation of Speech: Pulmonic, Glottalic and Velaric
D. Phonation: Voiceless, Voiced, Whisper and Murmur
UNIT II A. Description and Classification of Speech Sounds- Manner of Articulation
B. Description and Classification of Speech Sounds- Place of Articulation
C. Classification of Vowels and Diphthongs
D. Syllables and its Structure: Onset, Peak and Coda
UNIT III A. Understanding Phone, Allophone and Phoneme
B. Suprasegmental Features: Stress, Pitch, Juncture
C. Phonological processes: Assimilation, Dissimilation, Metathesis and Gemination
D. Transcription: Phonetic and Phonemic
ESSENTIAL READINGS:
1. Abercrombie, D. 1982. Elements of General Phonetics. Edinburgh: Edinburgh University
Press.
2. Ball, M. J. and Rahilly, J. 1999. Phonetics: The Science of Speech. London: Arnold.
3. Clark, J. and Yallop, C. 1990. An Introduction to Phonetics and Phonology. Oxford:
Basil Blackwell.
4. Jones, D. 1976. An Outline of English Phonetics. Cambridge: Cambridge University
Press.
5. Ladefoged, P. 2002. A Course in Phonetics. Singapore: Thomson Asia.
6. Lass, R. 1984. Phonology: An Introduction to Basic Concepts. London: Cambridge
University Press.
SUGGESTED READINGS:
1. Burton, Strang. et al. 2012. Linguistics for Dummies. Toronto: J. Willey & Sons Canada
Ltd.
2. Sethi, J. and Dhamija, P. V. 1999. A Course in Phonetics and Spoken English. New
Delhi: Prentice Hall.
DEPARTMENT OF LINGUISTICS
MORPHOLOGY
SESSION 2019-20
M. A IN LAMM (1st SEMESTER) CREDITS: 04
PAPER CODE: LAM-1009 SESSIONAL MARKS: 30
END-SEMESTER: 70
TOTAL = 100
COURSE OBJECTIVES:
To know about the various concepts in Morphology.
To impart the knowledge of the processes of word formation.
COURSE OUTCOMES: After completion of the course students shall be able to:
Understand the various concepts of Morphology.
Know various morphological processes with special reference to media.
UNIT I
A. Morphology: An Introduction
B. Morpheme, Morph, Allomorph; Free and Bound Morpheme
C. Types of Affixes
D. Conditioning of Allomorphs
UNIT II A. Root, Base and Stem
B. Defining Words; Types of Words-Simple, Complex and Compound
C. Hierarchy in Affixation Process- Class I and Class II Affixes
D. Morphemic Analysis: Segmentation and Grouping
UNIT III A. Word Formation Processes- Coining, Conversion, Clipping, Back Formation,
Onomatopoeia, Borrowing and Acronym
B. Compounding: Endocentric, Exocentric, Copulative and Appositive
C. Reduplication: Full, Partial and Empty
D. Word Formation in Media.
ESSENTIAL READINGS:
1. Carstairs-McCarthy, A. 2002. Introduction to English Morphology: Words and their
Structure. Edinburgh: Edinburgh University Press.
2. Katamba, F. 1993. Morphology. London: Macmillan Press Limited.
3. Lieber, R. 2010. Introducing Morphology. Cambridge: Cambridge University Press.
4. Mathews, P.H. 1991. Morphology. Cambridge: Cambridge University Press.
SUGGESTED READINGS: 1. Bauer, L. 1998. Introducing Linguistic Morphology. Edinburgh: Edinburgh University
Press.
2. Bloch, B. and Trager, G.L. 1942. An Outline of Linguistic Analysis. Baltimore: Linguistic
Society of America.
3. Fabregas, A. and Sergio, Scalise. 2012. Morphology: From Data to Theories. Edinburgh:
Edinburgh University Press.
DEPARTMENT OF LINGUISTICS
INDTRODUCING FOLK CULTURE
SESSION 2019-20
M. A IN LAMM (1st SEMESTER) CREDITS: 04
PAPER CODE: LAM-1010 SESSIONAL MARKS: 30
END-SEMESTER: 70
TOTAL = 100
COURSE OBJECTIVES:
To understand the basic concepts of folk culture and literature.
To understand the various folk genres.
To discuss the Linguistic features of Folk Narratives.
COURSE OUTCOMES: After completion of the course students shall be able to:
Identify different types of folk genres.
Know folk literature and its various forms.
Know Folk Narratives in social context.
UNIT-I
A. Definition, Meaning and Scope of Folk Culture
B. Folk Culture: Notions of Homogeneity, Orality etc.
C. Folk Life: Ethnic and Occupational Group
D. Folk Artefacts
UNIT-II
A. Folk Culture and Its Forms- Songs, Narratives, Arts and Performing Art
B. Folk Songs: Ceremonial Songs (Life cycle, Occupational, Travels), Ballads, Epic
C. Linguistic Features of Folksongs
D. Folk Narratives: Tales- Fairy tales, Fables, Trickster Tales etc.; Myth; Legends;Riddles;
Proverbs
UNIT -III
A. Linguistic Features of Folk Narratives
B. Discourse Patterns of Qissagoi and Dastangoi
C. Performing Art: Folk dances, Folk theatre-Kathputli, Tamasha etc.
D. Indian Folk Festivals.
ESSENTIAL READINGS:
Bhatia, Tej K. 2011. Advertising & Marketing in Rural India: Language, Culture, and
Communication. New Delhi: Macmillan.
Bronner. S. J. 2011. Explaining Traditions. Kentucky: The University Press of Kentucky.
Handoo,J.L.1998.Folkore in Modern India. CIIL, Mysore Publication.
Thomas. R. M. 2001. Folk Psychologies Across Cultures. London: Sage.
Vishnu, P. 2012. Paschimi Hindi kiBoliyon Ka Lok-Sahitya: EkSankalan. New Delhi:
Bahri Publications.
SUGGESTED READINGS:
1. Lynne, S. M. 2013. Folklore Rules: Fun, Quick, and Useful Introduction to the Field of
Academic Folklore Studies. Logan: Utah State University Press.
2. Paddy, Bowman. and Lynne, Hamer. 2011. Through the Schoolhouse Door: Folklore,
Community, Curriculum. Logan: Utah State University Press.
3. Paniker, K. Ayyapa. 2003. Indian Narratology. New Delhi: Indira Gandhi National
Centre for the Arts.
4. Sims C., Martha and Stephens, Martine. 2005. Living Folklore: An Introduction to the
Study of People and their Traditions. Logan: Utah State University Press.
DEPARTMENT OF LINGUISTICS
HISTORY OF ADVERTISING
(DISCIPLINE CENTRIC ELECTIVE)
SESSION 2019-20
M. A IN LAMM (1st SEMESTER) CREDITS: 04
PAPER CODE: LAM-1011 SESSIONAL MARKS: 30
END-SEMESTER: 70
TOTAL = 100
COURSE OBJECTIVES:
To study the various stages of development of Advertising.
To study the role of advertising in promoting products through times.
To know the role of Social Media in Advertisement.
COURSE OUTCOMES: After the completion of the course students shall be able to:
Have an undertaking of Advertising from pre-printing period to period of expansion.
Understand the evolution of Advertising.
Have an idea of Advertising in global context.
UNIT-I
A. Origin of Advertising: An Overview
B. Advertising in Pre Printing Period
C. Advertising in Early Printing Period
D. Period of Expansion
UNIT-II
A. Pre- Printing Advertising: Iconic; Oral Advertising-Town Criers and the Tradition of
Manadi
B. Early Printing Period: The Invention of Printing Press and its Impact on Advertising
C. Period of Expansion: Advertisements in Newspapers – Local; Provincial; National and
Global
D. Period of Expansion: Social and Commercial Advertising
UNIT-III
A. Advertising in the West: An Overview
B. Advertising in India: An Overview
C. History of Social Media Advertising
D. Basic Principles of Advertising
ESSENTIAL READINGS:
1. De Mooij, M. K., and Keegan, W. J. 1991. Advertising worldwide: Concepts, theories,
and practice of international, multinational, and global advertising. New York: Prentice
Hall.
2. Fatihi, A.R. 1991. The Language of Advertising and TV Commercials. New Delhi: Bahri
Publications.
3. Vilanilam, J. V. and Varghese, A.K. 2004. Advertising basics: A Resource Guide for
Beginners. New Delhi: Response Books-A Division of Sage Publications.
4. Tungate M. 2007. ADLAND: A Global History of Advertising. London: Kogan Page
Publishers.
SUGGESTED READINGS:
1. Aumueller, F. O. 1922. The Mechanics of Advertising. Milwaukee: The Cramer-Krasselt Co.
2. Beasley, R., and Danesi, M. 2002. Persuasive signs. The semiotics of advertising. Berlin,
New York: Mouton de Gruyter.
3. Rege, G. M. 1984. Advertising, Art and Ideas. New Delhi: Ashutosh Prakashan.
4. William, M. O'Barr. 2005. A Brief History of Advertising in America. New York: The
Advertising Educational Foundation.
DEPARTMENT OF LINGUISTICS
HISTORY OF MARKET AND MEDIA
(DISCIPLINE CENTRIC ELECTIVE)
SESSION 2019-20
M. A IN LAMM (1st SEMESTER) CREDITS: 04
PAPER CODE: LAM-1014 SESSIONAL MARKS: 30
END-SEMESTER: 70
TOTAL = 100
COURSE OBJECTIVES:
To discuss the origin and development of marketing.
To discuss the concept of print media and emergence of electronic media.
COURSE OUTCOMES: After completion of the course students shall be able to:
Know about the origin of marketing.
Know the differences between print media and electronic media.
Know about the influences of television in marketing and social media.
UNIT-I
A. Origin and development of Marketing: An Overview
B. Bartering system
C. Marketing in Currency Age
D. Digital Marketing
UNIT-II
A. Printing Media: its influence and impact
B. Print Media: An Overview
C. Emergence of Radio
D. Emergence of Television
UNIT-III
A. Influence of Television in Market
B. Emergence of Television in India
C. Commercial Television: An Overview
D. New Media/ Social Media: Emergence and Impact
ESSENTIAL READINGS:
1. Chester, G. et al. 1971.Television & Radio. New York: Appleton-Century-Crofts.
2. White, T. 2005 (4th edition). Broadcast News: Writing, Reporting & Producing. Boston:
Mass Elsevier/Focal Press.
3. Zettl, H. 2006 (9th edition).Television Production Handbook. Balmont CA: Thomas
Wadsworth.
SUGGESTED READINGS:
1. Boyd, A. 2001 (5th edition). Broadcast Journalism, Techniques of Radio & Television
News. Oxford, Boston: Focal Press.
2. Deiss, Ryan. 2017. Digital Marketing for Dummies (for Dummies (Business and Personal
Finance)). New Jersey: John Wiley & Sons, Inc.
3. Jon, Wueben. 2017. Future Marketing: Winning in the Prosumer Age. Content Launch
Press (www.contentlaunch.com)
4. Maw Jeanette, McMartry. 2017. Marketing for Dummies. New Jersey: John Wiley &
Sons Inc.
5. Ravindranath, P. K. 2004. Lectures on Broadcast Journalism. New Delhi: Authorspress.
6. Stuart, J. 2013. Television can also be a factor in Language Change: Evidence from an
Urban Dialect. Vol. 89: 3.
7. Jan, Z. and Alig, D. 2017 (4th edition). Social Media Marketing All-in-One for Dummies
(for Dummies (Business and Personal Finance)). New Jersey: John Wiley & Sons, Inc.
(Paperback)
DEPARTMENT OF LINGUISTICS
MEDIA TYPOLOGY
SESSION 2019-20
M. A IN LAMM (2nd SEMESTER) CREDITS: 04
PAPER CODE: LAM-2001 SESSIONAL MARKS: 30
END-SEMESTER: 70
TOTAL = 100
COURSE OBJECTIVES:
To provide the various concepts of media typology.
To understand the uses of language in the context of Media.
To know about Media Semiotics.
COURSE OUTCOMES: After completion of the course students shall be able to:
Understand the use of linguistic features in various media.
Understand the relationship between Semiotics and Media.
Understand the language of new media.
UNIT I A. Media: Basic Concepts
B. Electronic Media and Its Types: Television, Radio, New Media etc.
C. Print Media and Its Types: Magazines, Graphic Novels, Pamphlets etc.
D. News Media and Its Types: News Papers and News Channels
UNIT II
A. Language used in News media: Newspaper, Newsletters
B. Language used in Journals, Periodicals and Magazines
C. Language used in Comics, and Graphic Novels
D. Language used in Bills, Pamphlets etc.
UNIT III A. Semiotics of Visual language
B. Sign as Pictures and Sign as Words: Language used in Television, Film and News
Channels
C. Semiotics of the Audio language: Radio
D. Language of New Media: Internet, Blogs, Website
ESSENTIAL READINGS:
1. Bell, Allan. 1991. The Language of News Media. Oxford: Blackwell.
2. Bignell, Jonathan. 2002. Media Semiotics: An Introduction. Manchester: Manchester
University Press
3. Danesi, Marcel. 2002. Understanding Media Semiotics. London: Arnold
SUGGESTED READINGS:
1. Bell, Allan and Peter Garrett (eds.) 1998. Approaches to Media Discourse. Oxford:
Blackwell.
2. Birch, D. and O’Toole, M. 1987. Functions of Style. London: Printer Publishers.
3. Crystal, D. 2008. Texting: The Gr8 Db8. Oxford: Oxford University Press.
4. Eco, Umberto. 1979. A Theory of Semiotics. Houndmills: MacMillan.
5. Fairclough, Norman. 1995. Media Discourse. London: Edward Arnold.
6. Fernande Saint-Martin. 1990. Semiotics of Visual Language. Indiana: Indiana University
Press.
7. Manovich, Lev. 2001. The Language of New Media. Massachusetts: Massachusetts
Institute of Technology Press.
8. Pichler, Wilfried. 2001. The Language of Pictures in Print Media Advertising. Hamburg:
Diploma Thesis. Hamburg: Diplomica GmbH, Printed in Germany.
DEPARTMENT OF LINGUISTICS
LANGUAGE, MEANING AND CONTEXT
SESSION 2019-20
M. A IN LAMM (2nd SEMESTER) CREDITS: 04
PAPER CODE: LAM-2006 SESSIONAL MARKS: 30
END-SEMESTER: 70
TOTAL = 100
COURSE OBJECTIVES:
To know about semantics and its use in different domains.
To know the types of meaning.
To know the different levels of meaning: Lexical, Grammatical and Syntactic.
COURSE OUTCOMES: After the completion of the course, students shall be able to:
Understand various theories of meaning.
Understand the lexical semantics, ambiguity and vagueness.
Understand various levels of semantics.
UNIT I
A. Meaning and Context in Field of Semantics
B. Reference and Sense; Denotation and Connotation
C. Meaning Types; Sense Relations
D. Theories of Meaning
UNIT II
A. Lexical Semantics- Semantic Fields; Componential Analysis; Marked and Unmarked
terms
B. Sentence, Utterance and Proposition
C. Compositionality and Its Limitations
D. Ambiguity and Vagueness
UNIT III
A. Truth-Conditional Semantics: Tautology and Contradiction, Entailment and
Presupposition
B. Utterance Meaning & Speech Acts
C. Text and Context; Cohesion
D. Semantics and Grammar
ESSENTIAL READINGS:
1. Akmajian, A. et al. 2010 (6th edition). Linguistics: An Introduction to Language and
Communication. New Delhi: Prentice-Hall of India Pvt. Ltd.
2. Leech, G. 1977. Semantics: The Study of Meaning. Baltimore: Penguin
3. Lyons, John. 1981. Language, Meaning and Context. London: Fontana Paperbacks.
SUGGESTED READINGS:
1. Allan, K. 1986. Linguistic Meaning (2 Volumes). London: Routledge.
2. Grice, H.P. 1975. Logic and Conversation. In Cole, P. and J. Morgan (ed.) Syntax and
semantics. New York: Academic Press.
3. Kempson, R. M. 1977. Semantic Theory. Cambridge: Cambridge University Press.
DEPARTMENT OF LINGUISTICS
INTRODUCING FOLKLORE
SESSION 2019-20
M. A IN LAMM (2nd SEMESTER) CREDITS: 04
PAPER CODE: LAM-2007 SESSIONAL MARKS: 30
END-SEMESTER: 70
TOTAL = 100
COURSE OBJECTIVES:
To understand the various concepts of Folklore.
To understand the concepts of Myth.
To know about various theories of Folklore and Folk Studies.
COURSE OUTCOMES: After successfully completing the course students shall be able to:
Know how to distinguish different genres of folk studies.
Know how to analyze folk tales according to the cultural functions of folk studies.
UNIT I A. Definitions, Concepts and Scope of Folklore
B. Fields of Folklore and Folklife Studies
C. The Lore of Folklore: Material, Verbal and Customary Lore
D. Children Folklore: Folk games, Lullaby etc.
UNIT II A. Folklore Studies in India
B. Definition and Characteristics of Myth
C. Origin and Classification of Myth
D. Functions and Study of Myth
UNIT III A. Mythological Theory; Historical – Geographical Theory; Functional Theory
B. Psycho Analytical Theory; Structural Theory
C. Oral Formulaic Theory; Genre Theory; Contextual Theory
D. Performance Theory; Theory of Nativism
ESSENTIAL READINGS:
1. Bhatia, Tej K. 2011. Advertising & Marketing in Rural India: Language, Culture, and
Communication. New Delhi: Macmillan.
2. Bronner S.J. (ed). 2007. The Meaning of Folklore. Logan, Utah: Utah State University
Press.
3. Bronner. S. J. 2011. Explaining Traditions. Kentucky: The University Press of Kentucky.
4. Green, T. A. 1997. Folklore. California: ABC-CLIO.inc.
5. Handoo,J.L.1998.Folkore in Modern India. CIIL, Mysore Publication.
6. Vishnu, P. 2012. Paschimi Hindi kiBoliyon Ka Lok-Sahitya: EkSankalan. New Delhi:
Bahri Publications
7. Dundes, Alan. 1975.Meta folklore and oral literary criticism in Analytical essays in
folklore. Mouton: The Hague.
8. Propp. V. 1997. Theory and History of Folklore. Minnesota: University of Minnesota.
9. Thomas. R. M. 2001. Folk Psychologies Across Cultures. London: Sage.
SUGGESTED READINGS:
1. Birdwhistell, Ray. 1970. Kinesics and Context. Philadelphia: University of Pennsylvania
Press.
2. Bloch, Maurice. 1991. Language, Anthropology and Cognitive Science. In Royal
Anthropological Institute, Hamburg volume 26, No. 2: 183-189.
3. Nashipudi, Mohmed Hanif. 2012. Web 2.0 And Folksonomy, In International Journal of
Digital Library Services ,Vol.2: 1
www.ijodls.in/uploads/3/6/0/3/3603729/3_mohmedhanif__29-35_.pdf
4. Randviir, A. 2004. Mapping the World: Towards a Socio Semiotic Approach to Culture.
Tartu: Tartu University Press.
DEPARTMENT OF LINGUISTICS
DIGITAL COMMUNICATION
(DISCIPLINE CENTRIC ELECTIVE)
SESSION 2019-20
M. A IN LAMM (2nd SEMESTER) CREDITS: 04
PAPER CODE: LAM-2015 SESSIONAL MARKS: 30
END-SEMESTER: 70
TOTAL = 100
COURSE OBJECTIVES:
To understand the process in Communication Model.
To discuss various nuances of verbal and non-verbal Communication.
COURSE OUTCOMES: After the completion of the course students shall be able to:
Apply the knowledge of signals and evaluate the performance of digital communication
system.
Apply the knowledge of digital understanding to describe the error control codes.
UNIT I
A. A Digital Communication System: Encoding Process, Channel, Decoding Process
B. Encoding Process: Encoder + Idea+ Internal Noises = Transmission
C. Verbalization of Idea: Creativity, Concepts, Prejudices,
D. The Notion of Internal Noises: Coping with Internal Noises
UNIT II
A. The Principal Communication Channels :Nonverbal, Oral, Written and Electronic
B. Digital Channels: Speaking Situation with Remote Audience
C. Computer Mediated Communication: Websites, Video, Audio, or Animated Multimedia,
Video-Conferencing
D. The Notion of External Noises in Digital Communication
UNIT III A. Decoding in Saussure's Model of Oral Communication (Speech Circuit)
B. Types of Decoding: Hegemonic Decoding (Total Acceptance),Negotiated Decoding
(Partial Acceptance),Oppositional Decoding( Total Rejection)
C. Interpretation of Sign in Decoding: Phonological and Syntactic
D. Interpretation of Sign in Decoding: Semantic and Pragmatic
ESSENTIAL READINGS:
1. Knapp, M. L. and Hall, J. A. 2002 (5th edition). Non-verbal communication in Human
Interaction. New York: Harcourt Brace Jovanovich.
2. Mitra. A. 2010. Digital. New York: Chelsea House.
3. Musburger R. B. 2007. An Introduction to Writing for Electronic Media. Amsterdam:
Elsevier.
4. Taiwo. W. 2010. Discourse Behaviour and Digital Communication. New York:
Information Science Reference.
SUGGESTED READINGS:
1. Crystal, D. 1987. The Cambridge Encyclopedia of Language. Cambridge: Cambridge
University Press.
2. Hall, Stuart. 1973. Encoding/decoding, In Centre for Contemporary Cultural Studies:
Culture, Media, Language (Working Papers in Cultural Studies), 1972-79 London:
Hutchinson, pp. 128-38.
3. Miller, Katherine. 2005 (2ndedition). Communication Theories: Perspectives, Processes,
and Contexts. Boston: McGraw-Hill Higher Education.
4. Thurlow, Crispin & Mroczek, Kristine (eds.) 2011. Digital Discourse: Language in the
New Media. New York: Oxford University Press.
DEPARTMENT OF LINGUISTICS
FUNDAMENTALS OF MARKETING
SESSION 2019-20
M. A IN LAMM (2ndSEMESTER) CREDITS: 04
PAPER CODE: LAM-2017 SESSIONAL MARKS: 30
END-SEMESTER: 70
TOTAL = 100
COURSE OBJECTIVES:
To understand the basic concepts and types of Marketing- the fundamentals of business.
To understand how markets work and how managers respond to the market.
How linguistic elements are maneuvered in marketing.
COURSE OUTCOMES: After the completion of the course students shall be able to:
Demonstrate the understanding of marketing terminology and concepts.
Identify wants and environmental factors that shape marketing activities for certain target
markets.
Demonstrate knowledge of the individual components of a marketing mix.
UNIT I
A. Marketing: Definition, Concept and Scope
B. History of Marketing: Bartering to On line
C. Types of Marketing: Door to door, On line, Phone –marketing, social marketing,
Environmental marketing
D. Marketing Strategy: Segmentation and Positioning
UNIT II
A. Managing Customer: What, Why and How?
B. Marketing and Consumer Behavior
C. Relevance of socio economic factors to Consumer Behavior
D. Consumer’s Perception: Iconicity and indexicality
UNIT III
A. Brand Name and Brand Image
B. Logo Designing
C. Color semiotics in marketing
D. Value creation and false marketing
ESSENTIAL READINGS:
1. R.S. Davar: Modern Marketing Management (New Delhi: Universal Book Stall).
2. B.M Ahuja: Advertising (New Delhi: Subject Publications)
SUGGESTED READINGS:
1. J.D. Littlefied: Readers in Advertising (pt. Paul: West Publications co.).
2. J.S. Wright, W.L Winter and S.k Zeigler: Advertising (New Delhi: Tata McGraw Hills
Publishing C. Ltd.)
DEPARTMENT OF LINGUISTICS
LANGUAGE AND CULTURE
(OPEN ELECTIVE)
SESSION 2019-20
M. A IN LAMM (2nd SEMESTER) CREDITS: 04
PAPER CODE: OLA-2091 SESSIONAL MARKS: 30
END-SEMESTER: 70
TOTAL = 100
COURSE OBJECTIVES:
To understand the relationship between language and culture.
To provide understanding about language variation, social class and race.
COURSE OUTCOMES: After the completion of the course students shall be able to:
Understand how language and culture interact.
Know about the role of social factors in language use.
UNIT I
A. Language and Culture
B. Milroy’s Notion of Community Network
C. Speech Community
D. Meaning as Sign and Meaning as Culture
UNIT II
A. Ethnography of Communication
B. Diglossia
C. Orality and Literacy
D. Language Variation: Social Class and Race
UNIT III
A. Language and Gender
B. Cross-Cultural Communication
C. Acquisition of Language and Communicative Competence
D. Multilingualism
ESSENTIAL READINGS:
1. Graddol, D., Thompson, L., and Byram, M. (eds.). 1993. Language and culture.
Clevedon: Multilingual Matters.
2. Kramsch, C. 1998. Language and Culture. Oxford: Oxford University Press.
3. Lyons, John,1981. Language and Linguistics. Oxford: Oxford University Press.
SUGGESTED READINGS:
1. Byram, M., and Morgan, C. 1994. Teaching-and-learning language-and-culture.
Clevedon, United Kingdom: Multilingual Matters.
2. Stanlaw, James, Nobuko, Adachi., and Zdenek, Salzmann. 2018. Language, Culture, and
Society: An Introduction to Linguistic Anthropology, New York: Routledge.
DEPARTMENT OF LINGUISTICS
CREATIVITY IN LANGUAGE OF ADVERTISING MEDIA AND MARKET
SESSION 2019-20
M. A IN LAMM (3rd SEMESTER) CREDITS: 04
PAPER CODE: LAM-3001 SESSIONAL MARKS: 30
END-SEMESTER: 70
TOTAL = 100
COURSE OBJECTIVES:
To understand the creative processes in advertising.
To provide practical knowledge of various shades of copywriting.
COURSE OUTCOMES: After successfully completing the course students shall be able to:
Apply creative processes and strategies in advertising media.
Develop critical understanding of creative advertising.
Understand the gap between strategy and execution.
UNIT I A. The Notion of Creativity; The Process of Creation: Intentional and Unintentional
Creativity
B. Steps of Creative Processes, CAN elements of creative advertisements.
C. Idea generation techniques; Brainstorming, Creative Aerobics
D. Creative Brief; the Bridge between Strategy and Execution
UNIT II
A. What is Copy Writing, Types and Characteristics
B. Principal of Copy Writing
C. Copy Writing Techniques
D. Rules of Copy Writing
UNIT III
A. Writing Copy for Print Media; Elements of Print Advertisements
B. Slogans; Basis for Slogan Writing, Function of Slogan, Persuasion in Slogan
C. Television Advertising Formats: Television Copy Guidelines
D. Advertisement Layout
ESSENTIAL READING:
1. Micheal Ray and Rochelle Myers. 1986. Creativity in Business. New York: Broad way
books.
2. Pricken Mario.2008.Creative Advertising. United Kingdom: Thames and Hudson Ltd.
3. Sullivan, L.2008. Hey, Whipple, Squeeze This: A guide to Creating Great Advertising
NJ: John Wiley &Sons.
SUGESSTED READINGS: 1. Robert Ashton. 2012.Successful Copy Writing. London: Hodder Education
2. Joseph Sugarman. 1998. Advertising Secrents of the written word. Las Vegas: Delstar
Book.
3. Andy Maslen. 2010. The Copy Writing Source book. London: Marshall Cavendish
International.
4. Mark Shaw. 2012. Copy Writing. London: Lavrence King
5. Pamda Brook. 2002. Writing Advertising Copy. Hampshire: Rowmark.
6. Bryan Einsenberg, Jeffrey Eisenberg, et al. 2006. Persuasive Online Copy Writing. New
York: Future Now
7. Teressa Iezzi. 2010. The Idea Writer. New York: Palgrave.
DEPARTMENT OF LINGUISTICS
ADVERTISING TYPOLOGY
SESSION 2019-20
M. A IN LAMM (3rd SEMESTER) CREDITS: 04
PAPER CODE: LAM-3005 SESSIONAL MARKS: 30
END-SEMESTER: 70
TOTAL = 100
COURSE OBJECTIVES:
To understand the concepts and types of Advertising.
To understand the model of advertising and its need.
To understand, how linguistic elements are maneuvered in advertising?
COURSE OUTCOMES: After successfully completing the course students shall be able to:
Differentiate and comprehend different types of advertising.
Provide state of the art strategies of designing Advertisement vis a vis market.
Use the correct lexicon for persuasive communication in advertising.
UNIT I A. Advertising: Product, Corporate, Social, and Financial advertising.
B. Advertising: Print, Electronic, Outdoor, New-media, and Guerrilla advertising.
C. Advertising: Local. National and International advertising.
D. Advertising : Rural and Urban
UNIT II A. Linguistic features of corporate, social, product, and financial advertising
B. Disjunctive syntax in the language of print, electronic outdoor, new-media, and guerrilla
advertising
C. Lexical cohesion in the language of local, national and international advertising.
D. Linguistic features of rural and urban advertising
UNIT III
A. Placement of sign in various types of advertising
B. Visual modality in distinctive advertising
C. Framing and Social distance in advertising
D. Color semiotics in advertising
ESSENTIAL READINGS:
1. Beasley, R. and Danesi, M. 2002. Persuasive Signs: the Semiotic of Advertising. Berlin:
Moutor de Gruyter.
2. Bernestein, D. 1999. Advertising Outdoors: watch this Space!. London: Phaidon.
3. Bignell, J. 2002. Media Semiotics: an Introduction. Manchester: Manchester University
Press.
4. Cook, G. 1992. The Discourse of Advertising. London: Routledge.
5. Durant, A. and Lambrou, M. 2009. Language and Media. London: Routledge.
6. Dyer, G. 1986. Advertising as Communication. London: Routledge.
7. Eco, Umberto. 1979. A Theory of Semiotics.Houndmills: MacMillan.
8. Fatihi. A. R. 2014. Language of Advertising. New Delhi: Lakshmi Publisher
SUGGESTED READINGS:
1. Delin, A. 2000. The Language of Everyday Life. London: Sage.
2. Fiske, J. 1990. (2nd edition) Introduction to Communication Studies. London: Routledge.
3. Hodge, R. and Kress, G. 1993. Language as Ideology. London: Routledge.
4. Kress, G. 2010. Multimodality: A Social Semiotic Approach to Contemporary
Communication. London: Routlege.
DEPARTMENT OF LINGUISTICS
MEDIA STYLISTICS
SESSION 2019-20
M. A IN LAMM (3rd SEMESTER) CREDITS: 04
PAPER CODE: LAM-3006 SESSIONAL MARKS: 30
END-SEMESTER: 70
TOTAL = 100
COURSE OBJECTIVES:
To provide the understanding of the concept of stylistic variations.
To apprise learners the significance of stylistics in Media.
COURSE OUTCOMES: After the completion of the course students shall be able to:
Understand the various styles of language used in Media.
Understand stylistics and its applications in media.
UNIT-I
A. Stylistics- Definition & Scope
B. Style in Language
C. Stylistics and its relation with Pragmatics
D. Stylistics and its relation with Semiotics
UNIT-II
A. Linguistics and Literature
B. Approaches to Literature: Literary, Linguistic and Semiotic.
C. The Use of Language in Literature: Figurative and Representative
D. Stylistic Analysis of Literary Texts/ Discourse
UNIT-III
A. Stylistic and its Relevance to Media
B. Use of Stylistics in Advertising
C. Use of Stylistics in News/ feature products
D. Use of Stylistics in Cinema/Soaps
ESSENTIAL READINGS:
1. Sebeok, T. A. (ed.) 1960. Style in Language. Cambridge: Massachusetts Institute of
Technology Press.
2. Wales, K. 1989. A Dictionary of Stylistics. London: Longman.
3. Widdowson, H.G. 1992. Practical Stylistics. Oxford: Oxford University Press.
SUGESSTED READINGS:
1. Dirven, Rene and Porings, Ralf. 2009. Metaphor and Metonymy in Comparison and
Contrast. Berlin: De Gruyter Mouton.
2. Duskaeva, L. 2011. Media Stylistics: The New Concept or New Phenomenon. In Russian
Journal of Communication, 4(3-4), pp. 229-250. Jeffries, L. and Mclntyre. 2010. Stylistics.
Cambridge: Cambridge University Press.
3. Kumar,S. (ed.) 1987. Stylistics and Text Analysis. New Delhi: Bahri Publication.
4. Warsi, M. J. 1998. Pedagogical Stylistics Indian Linguistics, Vol. 59, No. 1-4.
DEPARTMENT OF LINGUISTICS
FOLK MARKETING
SESSION 2019-20
M. A IN LAMM (3rd SEMESTER) CREDITS: 04
PAPER CODE: LAM-3007 SESSIONAL MARKS: 30
END-SEMESTER: 70
TOTAL = 100
COURSE OBJECTIVES:
To provide fundamentals of Folk Marketing.
To provide knowledge of various marketing strategies.
COURSE OUTCOMES: On completion of the syllabus students shall be able to:
Comprehend the use of folk marketing strategies in various socio-economic contexts.
Understand the communication strategies of folk marketing in media.
UNIT I A. Folk Marketing : Basic Concepts
B. Word of Mouth (WOM) Marketing
C. WOM and Community Marketing; Geeks, Mavens, Alpha users, Customer Evangelists
and Fanboys
D. Folk Taxonomy and Folk Sonomy
UNIT II
A. Folk Taxonomy: Knowledge , Social Interaction and Passion
B. Socio-Semiotics and Societal Theories in Folk Marketing
C. Communication Strategies in Folk Marketing
D. Conversational Marketing and Folk Marketing : Similarities and Dissimilarities
UNIT III A. Language of Folk Market
B. Folk Market: Verbal Marketing Tools
C. Folk Market: Non-Verbal Marketing Tools (Puppet show and magic show and Busking)
D. Folk Market: Language of Seller and Buyer
ESSENTIAL READINGS:
1. Berlin, Brent, Dennis E. Breedlove and Peter H. Raven. 1966. Folk taxonomies and
Biological Classification, In Science, 154, 273-275.United States: Amercan Association
for the Advancement of Science.
2. Bronner. S. J. 2011. Explaining Traditions Kentuchy. The University Press of Kentuchy.
3. Dundes, Alan. 1975. Meta Folklore and Oral Literary Criticism, in Analytical essays in
Folklore. Mounton: The Hague.
4. Ehlert, Lois. 2002. Market Day: A Story Tolk With Folk Art. Houghton Mifflin Harcourt;
Reprint edition.
5. Milner, M. 2004. Freaks, Geeks and Cool Kids. London: Routledge.
6. Pustz, M. J. 1999. Comic Book Culture: Fanboys and True Believers. Jackson: University
of Mississippi Press.
7. Randviir, A. 2004. Mapping the World: Towards a Socio Semiotic Approach to Culture.
Tartu: Tartu University Press.
8. Thomas. R. M. 2001. Folk Psychologies Across Cultures. Sage: London.
9. Wal, T.V. 2007. Folksonomy. http://vandewal.net/folksonomy.html/
10. Wang, Cheng Lu. 2017. Exploring the Rise of Fandom in Contemporary Consumer
Culture (Advances in marketing, Customer Relationship Management, and E-Services),
IGI global.
SUGESSTED READINGS:
1. Arnoud, E. J. and Thompson, C J. 2005. Consumer Culture Theory (CCT): Twenty Years
of Research, In Journal of Consumer Research, 31(4), Oxford: Oxford University Press.
2. Bloch, Maurice. 1991. Language, Anthropology and Cognitive Science. In Journal of the
Royal Anthropological Institute, volume 26, No. 2.pp. 183-189.Wiley Online Library.
3. Bouissac, Paul (ed.) 1998. Encyclopedia of Semiotics. Oxford: Oxford University Press
4. Collins, N and Murphy, J. 2009. A Theoretical Model of Customer Evangelism. Paper
presented at the Australia and New Zealand Marketing Academy Conference, Melbourne,
Australia.
5. Dundes, Alan. 1975. Meta Folklore and Oral Literary Criticism, in Analytical essays in
Folklore. Mounton: The Hague.
6. Halliday, M. A. K. 1978. Language as social semiotic: The social interpretation of
language and meaning. Baltimore: University Park Press.
7. Kristiansen, Gitte and Dirven, Reven (eds.), 2008.Cognitive Sociolinguistics: Language
Variation, Cultural Models, Social Systems. Berlin, New York: Mouton de Gruyter.
DEPARTMENT OF LINGUISTICS
LANGUAGE IN PRINT ADVERTISING
(DISCIPLINE CENTRIC ELECTIVE)
SESSION 2019-20
M. A IN LAMM (3rd SEMESTER) CREDITS: 04
PAPER CODE: LAM-3011 SESSIONAL MARKS: 30
END-SEMESTER: 70
TOTAL = 100
COURSE OBJECTIVES:
To understand the historical development of Print Advertisement.
To understand the importance of linguistic tools used in print advertisement.
COURSE OUTCOMES: After completion of the course students shall be able to:
Design effective communication strategies for Print Advertisement.
Understand and use linguistic creativity in Print Advertisement.
UNIT-I
A. History of Printing: From Palm Leaves to Paper Printing
B. The History of Newspaper Printing
C. The History of Printing in India
D. Language, Sentence and Structural Variations in Print Advertising.
UNIT-II
A. Print Advertising: An Overview
B. Advertising in National Newspaper
C. Advertising in Local Newspaper and Regional Newspaper
D. Language Effectiveness in Print Advertisements
UNIT-III
A. Linguistic Creativity in Print Advertising
B. Language Mixing in Indian Print Advertising
C. Principles, Strategies, and Anatomy of Creative Writing in Print Advertising
D. The Language of Advertising Claims
ESSENTIAL READINGS:
1. Krishna, Aradhne. et al. 2008. Language Choice in Advertising to Bilinguals:
Asymmetric Effects for Multinationals versus Local Firms. In Journal of Consumer
Research, Vol. 35, No. 4. pp.692-705.
2. Lapsanska, Jana. 2006. The Language of Advertising with the concentration on the
Linguistic Means and the Analysis of Advertising Slogans; Diploma Thesis; Comenius
University. Bratislava
3. Schrank, Jeffrey. 2012. The Language of Advertising Claims. (Essay On Internet as
Handouts)
4. Van Hout, T. and Cotter, C. 2014. Print Media Discourse. In K. Tracy, C. Ilie& T.
Sandell (eds.). The International Encyclopedia of Language and Social Interaction.
London: Wiley-Blackwell.
SUGESSTED READINGS:
1. Fiser, David. 2007. Linguistic Creativity in the Language of Print Advertising; Bachelor
Dissertation, Pardubice: University of Pardubice.
2. Martin, Elizabeth. 2008. Language-Mixing in French Print Advertising. In Journal of
Creative Communications 3:1, 49-76, California: Sage Publications..
3. McKay, Jenny, 2000. The Magazines Handbook. Melbourne: Routledge.
4. Motes, W. H. Milton, C. B. and Fielden, J. S. 1992. Language, Sentence and Structural
Variations in Print Advertising, In Journal of Advertising Research, pp. 63-77.
DEPARTMENT OF LINGUISTICS
LANGUAGE IN DIGITAL ADVERTISING
(DISCIPLINE CENTRIC ELECTIVE)
SESSION 2019-20
M. A IN LAMM (3rd SEMESTER) CREDITS: 04
PAPER CODE: LAM-3012 SESSIONAL MARKS: 30
END-SEMESTER: 70
TOTAL = 100
COURSE OBJECTIVES:
To provide an understanding of Digital Marketing.
To provide knowledge about language used in Social Media advertising.
COURSE OUTCOMES: After successfully completing the syllabus students shall be able to:
Design effective advertising strategies for online/digital and other multimedia
communication.
Successfully create modules of an ad campaign.
UNIT-I
A. Digital Marketing: An Introduction.
B. Web Marketing
C. Online Advertising
D. Social Media Marketing (Facebook and LinkedIn)
UNIT-II
A. Adwords Advertising, Analytics and Applications
B. Micro Blogging – Twitter
C. Copy Writing for the Web, Social Media and Mobiles
D. Search Engine Optimization (SEO).
ESSENTIAL READINGS:
1. Chaffey, Dave and Fiona Ellis Chadwik. Dec, 2012 (5th edition). Digital Marketing
Strategy, Implementation and Practice. London, England: Pearson (Online)
2. Margolis, Jonathan. 2008. Guerrilla Marketing for Dummies. New Jersey: John Wiley &
Sons Ltd.
3. Maw, Jenette and McMurthy. 2017. Marketing for Dummies. New Jersey: John Wiley &
Sons Ltd.
4. Mitra. A. 2010. Digital. New York: Chelsea House.
5. Musburger R. B. 2007. An Introduction to Writing for Electronic Media. Amsterdam:
Elsevier.
6. Taiwo. W. 2010. Discourse Behaviour and Digital Communication. New York:
Information Science Reference.
7. Thurlow, Crispin & Mroczek, Kristine (eds.) 2011. Digital Discourse: Language in the
New Media. New York: Oxford University Press.
8. Zagler, Zig and Hayes, J. P. 2011. Network Marketing for Dummies. Somerset: John
Wiley & Sons Ltd.
SUGGESTED READINGS: 1. Safko, Lon and David K. Brake. 2009. The Social Media Bible: Tactics, Tools, and
Strategies for Business Success. Hoboken, New Jersey: John Wiley & Sons Canada Ltd.
2. Singh, Shiv. 2010. Social Media Marketing for Dummies. Ontario: John Wiley & Sons
Canada Ltd.
3. Walter, Ekaterian and Jessica Gioglio. 2014. The Power of Visual Storytelling. New
York: McGraw Hill Professional.
DEPARTMENT OF LINGUISTICS
DISCOURSE PATTERN IN ADVERTISING, MEDIA AND MARKET
SESSION 2019-20
M. A IN LAMM (4th SEMESTER) CREDITS: 04
PAPER CODE: LAM-4001 SESSIONAL MARKS: 30
END-SEMESTER: 70
TOTAL = 100
COURSE OBJECTIVES:
To provide detailed understanding of Discourse patterns.
To provide useful methods and theoretical implications in the context of advertising,
media and market.
COURSE OUTCOMES: After successfully completing the course students shall be able to:
Understand and comprehend the discourse patterns and its applications.
Understand the linguistic relevance in Advertising discourse.
UNIT I
A. The Notion of Discourse Analysis, Levels of Analysis
B. Methodology of Discourse Analysis.
C. Advertising as a discourse of persuasion; Ethos, Logos and Pathos
D. Figurative Discourse (figures of speech)
UNIT II
A. Notion of text; Qualities of text
B. Standards of textuality
C. Cohesion, Coherence, Dexis and Cohesive Markers.
D. Elements of Advertising Discourse.
UNIT III
A. Graphic representation in Advertising discourse
B. Phonological Patterns of advertising discourse.
C. Morphological and Syntactic pattern in advertising discourse
D. The Semantic Relevance in advertising discourse
ESSENTIAL READINGS:
1. Cook, G. 1992. The Discourse of Advertising. London: Routledge.
2. Coupland, N. (ed.). 1988. Styles of Discourse. London: Croom Helm
3. Coupland, N. and A. Jaworski. 2001. Discourse, In Paul Cobley (ed.) The Routledge
Companion to Semiotics and Linguistics. London and New York: Routledge.
4. Fairclough, Norman. 1995. Media Discourse. London: Edward Arnold.
5. James Paul Gee and Michael Handford. 2012: The Routledge Handbook of Discourse
Analysis. Routledge: New York.
6. Nicola Woods, 2006. Describing Discourse. Hodder Arnold: London.
SUGGESTED READINGS:
1. Blommaert, J. 2005. Discourse: A Critical Introduction. Cambridge: Cambridge
University Press.
2. Cook, Guy. 2001. Discourse. Oxford: Oxford University Press.
3. Schiffrin, D. 1994. Approaches to Discourse. Oxford: Blackwell Publishers.
4. Werth, P. (ed.). 1981. Conversation and Discourse. London: Croom Helm.
DEPARTMENT OF LINGUISTICS
MARKET METAPHORS
SESSION 2019-20
M. A IN LAMM (4th SEMESTER) CREDITS: 04
PAPER CODE: LAM-4006 SESSIONAL MARKS: 30
END-SEMESTER: 70
TOTAL = 100
COURSE OBJECTIVES:
To provide fundamental concepts of Market Metaphors.
To foster discussion and understanding of Semiotic Approach of Market Metaphor.
COURSE OUTCOMES: After successfully completing the course students shall be able to:
Define, explain and interpret metaphors.
Apply linguistic techniques to increase understanding of Market Metaphors.
UNIT I
A. Metaphors: Definition and Scope
B. The Process of Mapping in Metaphors-Tenor and Vehicle
C. Conceptual Metaphor Theory (CMT)- Target and Source
D. Metaphor and Related Terms
UNIT II
A. Kinds of Metaphor
B. Use of Verbal and Visual Metaphors
C. Metaphors in Local Market
D. Metaphors in National Market and International Market
UNIT III
A. Semiotics of Metaphor
B. Metaphor and Metonymy: A Semiotic Approach
C. Color Metaphors and Animal Metaphors
D. Project
ESSENTIAL READINGS:
1. Dirven, Rene and Porings, Ralf. (eds.). 2003. Metaphor and Metonymy in Comparison
and Contrast. Berlin: De Gruyter Mouton.
2. Forceville, C. 2002. Pictorial Metaphor in Advertising. Routledge: London.
3. Kitchen, P. 2008. Marketing Metaphors and Metamorphosis. New York: Palgrave MacMillan.
4. Lakoff, G. and Johnson, M. 2003. Metaphors We Live By. Chicago: University of Chicago
Press.
5. Renton, Nicholas E. 1992. Metaphorically Speaking: A Dictionary of 3,800 Picturesque
Idiomatic Expressions. New York: Wraner Books.
SUGGESTED READINGS:
1. Henig, Jeffrey R. 1994. Rethinking School Choice: Limits of the Market Metaphor.
Princeton University Press.
2. Miller, A. 2004. Metaphorically Selling: How to Use the Magic of Metaphors to Sell,
Persuade, & Explain Anything to Anyone, Second Edition, Chiron Associates Inc.
DEPARTMENT OF LINGUISTICS
MEDIA SEMIOTICS
SESSION 2019-20
M. A IN LAMM (4th SEMESTER) CREDITS: 04
PAPER CODE: LAM-4007 SESSIONAL MARKS: 30
END-SEMESTER: 70
TOTAL = 100
COURSE OBJECTIVES:
To provide an understanding of the relevance of Semiotics in the context of Media.
To apprise learners how to explore the value of Sign system in Media studies.
COURSE OUTCOMES: After successfully completing the course students shall be able to:
Understand the relationship between Semiotics and Media Studies.
Critically examine the use of Signs in different kinds of Media.
Compare and Contrast the different features of signification in Media Studies.
UNIT I
A. Media: The Semiotic Approach.
B. Sign Systems, Components of the Sing, Verbal &Nonverbal Signs.
C. Sequence of Linguistic Signs-Visual Signs, Denotation, Connotation &Myth.
D. Myth & Social Meaning, Myth & Ideology.
UNIT II
A. The Advertising Business-Ideology in Ads, Ideology of Ads.
B. The Semiotic Critique of Ads.
C. Analysing Advertisements.
D. The Magazine Business – The Reading subject, Ads and identity, The Limits of
Imaginary – Women’s Magazine – The Myth of Good Woman/ Beauty/ Body/
Personality.
UNIT III
A. News in Newspaper and T.V.
B. News and Discourse
C. Mythic Meaning in T.V. News
D. Cinematic Semiotic- Films – Signs and Codes, Film Narrative, Film- Crease, Cinema
Spectatorship
ESSENTIAL READINGS:
1. Bignell, Jonathan. 2002 (2nd edition). Media Semiotics: An Introduction. Manchester:
Manchester University Press.
2. Chancellor, D. 2007. Semiotics: The Basics. London & New York: Routledge.
SUGGESTED READINGS:
1. Bruhn Jensen, Klaus. 2002. A Handbook of Media and Communication Research.
London & New York: Routledge.
2. Bruhn Jensen, Klaus. 2014. Media Convergence. London & New York: Routledge
3. Tony Thuraites, Lloyd Dairs and Warrick Mules. 2002. Introducing Cultural & Media
Studies. New York: Palgrave
4. Warsi, M. J. 2000. Semiotics of Hindi Comics. Linguistic literary, R.E. Asher & Roy
Harris (ed.). Piilgris Book, Delhi. P 526-530.
DEPARTMENT OF LINGUISTICS
FOLK ADVERTISING
SESSION 2019-20
M. A IN LAMM (4th SEMESTER) CREDITS: 04
PAPER CODE: LAM-4002 SESSIONAL MARKS: 30
END-SEMESTER: 70
TOTAL = 100
COURSE OBJECTIVES:
To understand the different concepts of Folk Advertising.
To provide understanding about creating rural advertisement using folks.
To understand the needs and challenges of folk advertising.
COURSE OUTCOMES: After completion of the course students shall be able to:
Understand folk media and its types.
Understanding caricatures in Indian folk advertising.
UNIT I
A. Scope and the Field of Folklore
B. Heterogeneity in Rural Settings
C. Understanding the Rural Audience
D. Creating Advertisement for Rural Audience
UNIT II
A. Notion of Folk Media
B. Difference between Folk Media and Media
C. Types of Folk Media-I: Audio (Songs, Narratives, Proverbs, Riddles etc.)
D. Types of Folk Media-II: Visual (Theatre- Tamasha, Nautanki, Bedesia; Street Play,
Puppetry, Magic Shows, Folk Dance, Murals.
UNIT III
A. Cultural Commodification
B. Manoeuvring of Folk Media
C. Development of Caricatures in Indian Folk Advertising: The Bahrupias
D. Folk Advertising and Challenges
ESSENTIAL READINGS:
1. Bronner. S. J. 2011. Explaining Traditions Kentucky: The University Press of Kentucky.
2. Dundes, Alan, 1975. Meta folklore and oral literary criticism, in Analytical essays in
folklore. Mounton: The Hague.
3. Halliday, M. A. K. 1978. Language as social semiotic: The social interpretation of
language and meaning. Baltimore: University Park Press.
4. Kristiansen, Gitte and Dirven, Reven (eds.) 2008. Cognitive Sociolinguistics: Language
Variation, Cultural Models, Social Systems. Berlin: Mouton de Gruyter.
5. Milner, M, 2004. Freaks, Geeks and Cool Kids. London: Routledge.
6. Pustz, M. J. 1999. Comic Book Culture: Fanboys and True Believers. Jackson: University
of Mississippi Press
7. Randviir, A. 2004. Mapping the World: Towards a Socio -semiotic Approach to
Culture.Tartu: Tartu University Press.
8. Thomas. R. M. 2001. Folk Psychologies Across Cultures. London: Sage.
9. Wal, T. V. 2007. Folksonomy. http://vandewal.net/folksonomy.html/
SUGGESTED READINGS:
1. Arnoud, E J, and Thompson, C J. 2005. Consumer Culture Theory (CCT): Twenty
Yearsof Research, In Journal of Consumer Research, 31(4), 868-
88.10.1086/426626,Oxford:Oxford University Press.
2. Berlin, Brent., Dennis E. Breedlove and Peter H. Raven. 1966. Folk Taxonomies and
Biological Classification, In Science, 154, 273-275.United States: American Association
for the Advancement of Science.
3. Bouissac, Paul (ed.). 1998. Encyclopaedia of Semiotics. Oxford: Oxford University Press
4. Collins, N, and Murphy, J. 2009. A Theoretical Model of Customer Evangelism.
Paperpresented at the Australia and New Zealand Marketing Academy Conference,
Melbourne, Australia.
DEPARTMENT OF LINGUISTICS
LANGUAGE IN ELECTRONIC MEDIA
SESSION 2019-20
M. A IN LAMM (4th SEMESTER) CREDITS: 04
PAPER CODE: LAM-4013 SESSIONAL MARKS: 30
END-SEMESTER: 70
TOTAL = 100
COURSE OBJECTIVES:
To apprise learners of the concept, meaning and types of Electronic Media.
To understand various elements of Electronic Media.
To provide in depth understanding of language used in Electronic Media.
COURSE OUTCOMES: After completion of the course students shall be able to:
Understand and comprehend the communicability in Electronic Media.
Use linguistic features effectively in Electronic Media.
UNIT I
A. Definition of Electronic Media.
B. Types of Electronic Media: Radio; Television; Internet; Smart Phones; Electronic
Display Advertising; Electronic Display Billboards
C. Electronic Media: Characteristics- Invisible Audience; Speed; Mass Audiences and False
Identities
D. Communicability in Electronic Media
UNIT II
A. Radio: A Historical Overview from Radio Ceylon to FM
B. Types of Radio: Commercial Radio & Community Radio
C. Types of Radio Program: News Bulletin; News Reel; Documentaries; Talk Programs;
Interviews; Discussion; Radio Drama; Radio Advertising
D. Writing Radio Programs: Linguistic Features of Good Script
UNIT III
A. Television: History and Development of Television Broadcast in India
B. Types of Television Broadcasting: Cable TV; Satellite TV, Home TV
C. Contrast between Language of Audio and Visual Media
D. Film as Electronic Media: Changing Phases of Language use in Film
ESSENTIAL READINGS:
1. Abbot, W. 1941 (2ndedition). Handbook of Broadcasting. New York: McGraw-Hill.
2. Dizard, W. 2000. Old media, new media. New York: Longman.
3. Gross, L. 2003. Telecommunications: Radio, television, and movies in the digital age.
New York: McGraw-Hill.
4. Musburger R. B. 2007. An Introduction to Writing for Electronic Media. Amsterdam:
Elsevier.
5. Thurlow, Crispin & Mroczek, Kristine (eds.) 2011. Digital Discourse: Language in the
New Media. New York: Oxford University Press.
SUGGESTED READINGS:
1. Mitra. A. 2010. Digital. New York: Chelsea House.
2. Silverblatt, A. 1995. Media Literacy. Westport, CT: Praeger.
3. Taiwo. W. 2010. Discourse Behaviour and Digital Communication. New York:
Information Science Reference.
DEPARTMENT OF LINGUISTICS
LANGUAGE IN PRINT MEDIA
SESSION 2019-20
M. A IN LAMM (4th SEMESTER) CREDITS: 04
PAPER CODE: LAM-4012 SESSIONAL MARKS: 30
END-SEMESTER: 70
TOTAL = 100
COURSE OBJECTIVES:
To provide the historical overview of Print Media.
To provide understanding of linguistic and stylistic features used in Print Media.
To provide understanding of speech accommodation theory.
COURSE OUTCOMES: After successfully completing the course students shall be able to:
Have understanding about the overall development of Print Media.
Use linguistic innovations in Print Media.
Use and create various styles for Media Audience.
UNIT I A. Print Media : Defining genres
B. Editorial, Hard news, Feature Articles, Headlines, Sports, Weather, Business
C. Language in Print Media: Linguistic features of “Language For Mass Consumption”
D. Joshua Fishman’s notion of “Who speaks what language to whom, when and to what
extent?”
UNIT II A. Language in Print Media: A Classic Case of Cyclical Production
(Journalist > Chief reporter > Copy editor>Sub- editor > editor)
B. Linguistic Innovations in Headlines, Sports, Business News, and Weather News
C. Language of Editorials
D. Stylistic Features of Feature Articles
UNIT III
A. The Notion of Target Audience: The Difference between Target Audience, Addressee,
Auditor, Over Hearer, and Eavesdropper.
B. Language of Print media is Unidirectional: Disjunction of Place and Time
C. Styling the Language: Audience Design
D. Giles & Powesland’s 1975 Speech Accommodation Theory and Language of Print
Media
ESSENTIAL READINGS:
1. Danuta, Reah. 2002. The Language of Newspapers. London: Routledge.
2. Fleming, Carole. 2002. The Radio Handbook. London & New York: Routledge.
3. Giles, Howard, Nikolas Coupland, and Justine Coupland. 1991. Accommodation theory:
Communication, Context, and Consequence, In Contexts of Accommodation. Cambridge:
Cambridge University Press.
4. Keeble, Richard. 2005 (4th edition). The newspapers handbook. New York: Taylor &
Francis.
5. McKay, Jenny. 2000. The Magazines Handbook. London & New York: Routledge.
6. Mencher, Melvin. 2003 (9th edition). News reporting and writing. Boston: McGraw-Hill.
7. Thurlow, Crispin & Mroczek, Kristine (eds.) 2011. Digital Discourse: Language in the
New Media. New York: Oxford University Press.
SUGGESTED READINGS:
1. Birch, D. and O’Toole, M. 1987. Functions of Style. London: Printer Publishers.
2. Thomas, J. 1995. Meaning Interaction: An Introduction to Pragmatics. London & New
York: Longman.
3. Van Hout, T. and Cotter, C. 2014. Print Media Discourse, In K. Tracy, C. Ilie& T.
Sandell (eds.). The International Encyclopedia of Language and Social Interaction.
London: Wiley-Blackwell.