335
INTERMEDIATE
MASS COMMUNICATION
(JOURNALISM)
Chief Advisor
Smt. VAKATI KARUNA, IAS
Secretary to Government, Education Department,
Govt. of Telangana, Hyderabad.
Editor
Dr. K. RAJARAM
Associate Professor, Department of Communication,
English and Foreign Languages University, Hyderabad.
Textbook Printing Council
Smt. A. SRIDEVASENA, IAS Sri P.V. SRIHARI Sri S. SRINIVASA CHARY
Director, School Education, Director, TOSS, Director, Textbook Press,
Telangana, Hyderabad. Telangana, Hyderabad. Telangana, Hyderabad.
Chief Co-ordinator
Sri M. SOMI REDDY
Joint Director
TOSS, Telangana, Hyderabad
Telangana Open School Society (TOSS)
SCERT Campus, Opp: L.B. Stadium,
Basheerbagh, Hyderabad - 500 001.
Phone: 040-23299568, Website: telanganaopenschool.org,
E-mail:
(i)
, TELANGANA OPEN SCHOOL SOCIETY
Government of Telangana, Hyderabad
First Published: 2023
All Rights Reserved
No Part of this publication may be reproduced, stored in a
retrieval system or transmitted, in any form or by any means
without the prior permission, in writing of the publisher, nor be otherwise circu-
lated in any form of binding or cover.
ACKNOWLEDGEMENT: We would like to express our sincere thanks to the National Institute of
Open Schooling (NIOS) for some content in the form of text and pictorials used from the NIOS’s
‘Mass Communication’ for this text book. We would like to express our gratitude to
www.wikipedia.com, www.images.google.com, www.pexels.com, www.unsplash.com,
www.istockphoto.com, www.shutterstock.com etc.
Printed in India
at the Telangana Govt. Text Book Presss
Mint Compound, Khairatabad, Hyderabad, Telangana
(ii)
, FOREWORD
Providing education to children is a fundamental right, and it’s essential for the overall development of
society. The government of Telangana plays a crucial role in ensuring that education is accessible to all,
and they often establish institutions like the Telangana Open School Society (TOSS) to cater to children
who may be unable to access formal education due to various reasons.
To provide quality education to learners studying Intermediate Education in Telangana Open School
Society starting from the 2023 academic year, the textbooks have been revised to align with the changing
social situations and incorporate the fundamental principles of the National Education Policy 2020. The
guidelines set forth in the policy aim to enhance the overall learning experience and cater to the diverse
needs of the learners. Earlier Textbooks were just guides with questions and answers. TOSS has
designed the textbook with a studentcentric approach, considering the different learning styles and
needs of learners. This approach encourages active engagement and participation in the learning process.
The textbooks include supplementary teaching materials and resources to support educators in delivering
effective and engaging lessons.
This textbook of Mass Communication (Journalism) is broadly divided into seven areas: introduction to
Mass Communication and Journalism, Print Media, Electronic Media, New Media, Advertising and
Public Relations, Traditional Media, and Photojournalism. The learner can choose one of the optional
media: Traditional media or Photojournalism. The role of media, what is news, reporting and editing,
radio broadcasting, radio stations, radio programme formats and production, television, television
channels, television programme production, the advertising industry, public relations tools, the new
media industry, employment opportunities, social media, types of traditional media, the camera,
photography, and the role of a photojournalist are some of the topics of this textbook. Understanding
all these lessons is essential for a comprehensive grasp of the subject.
We are indeed very grateful to the Government of Telangana and the Telangana State Board of
Intermediate Education. Special thanks to the editor, co-coordinator, teachers, lecturers, and DTP
operators who participated and contributed their services tirelessly to write this text book.
Date: Director,
Place: Hyderabad TOSS, Hyderabad.
(iii)
, Textbook Development Committee
Dr K. Rajaram Dr L. Vijaya Krishna Reddy (LVK)
Associate Professor Joint Director
Department of Mass Communication, Dr B. R. Ambedkar Open University,
English and Foreign Languages University, Hyderabad.
Hyderabad. Sri Sunil Kumar Pothana
Dr P. Venugopal Reddy Assistant Professor (c)
Public Relations Officer Department of Journalism and
Dr B. R. Ambedkar Open University, Mass Communication,
Hyderabad. Dr B. R. Ambedkar Open University,
Sri Yadagiri Kambhampati Hyderabad.
Assistant Professor (c) Smt. Parveen Sultana
Department of Journalism and Assistant Professor
Mass Communication, Government Degree College for Women,
Dr B. R. Ambedkar Open University, Begumpet, Hyderabad.
Hyderabad. Dr Nagaraju Mallepaka
Dr Y. Nirmala Assistant Professor (c)
Assistant Professor (c) Department of Education,
Department of Journalism and Dr B. R. Ambedkar Open University,
Mass Communication, Hyderabad.
Osmania University, Hyderabad. Sri K. Satyapal Menon
Sri K. V. Kurmanadh Independent Journalist / Faculty
Deputy Editor Rachana College of Journalism, Hyderabad.
Business Line, Hyderabad Dr K. Ramaswamy
Dr Parimala Srinivas Part time Lecturer
Academic Counsellor, Study Centre: 028, Dept. of Journalism and Mass
Dr B. R. Ambedkar Open University, Communication, Osmania University,
Hyderabad. Hyderabad.
Co-ordinators
Sri B. Venkateswara Rao Smt. B. Padmadevi
State Co-ordinator State Co-ordinator
Telangana Open School Society, Telangana Open School Society,
Hyderabad. Hyderabad.
Sri Sunil Kumar Pothana, Assistant Professor (c),
Department of Journalism and Mass Communication,
Dr. B. R. Ambedkar Open University, Hyderabad.
Cover Design : K. Sudhakara Chary, S.G.T. UPPS Mylaram, Rayaparthi (M), Warangal.
DTP & Layout : Y. Jaya Lalitha & Malyala Hari Soma Raju
(iv)
INTERMEDIATE
MASS COMMUNICATION
(JOURNALISM)
Chief Advisor
Smt. VAKATI KARUNA, IAS
Secretary to Government, Education Department,
Govt. of Telangana, Hyderabad.
Editor
Dr. K. RAJARAM
Associate Professor, Department of Communication,
English and Foreign Languages University, Hyderabad.
Textbook Printing Council
Smt. A. SRIDEVASENA, IAS Sri P.V. SRIHARI Sri S. SRINIVASA CHARY
Director, School Education, Director, TOSS, Director, Textbook Press,
Telangana, Hyderabad. Telangana, Hyderabad. Telangana, Hyderabad.
Chief Co-ordinator
Sri M. SOMI REDDY
Joint Director
TOSS, Telangana, Hyderabad
Telangana Open School Society (TOSS)
SCERT Campus, Opp: L.B. Stadium,
Basheerbagh, Hyderabad - 500 001.
Phone: 040-23299568, Website: telanganaopenschool.org,
E-mail:
(i)
, TELANGANA OPEN SCHOOL SOCIETY
Government of Telangana, Hyderabad
First Published: 2023
All Rights Reserved
No Part of this publication may be reproduced, stored in a
retrieval system or transmitted, in any form or by any means
without the prior permission, in writing of the publisher, nor be otherwise circu-
lated in any form of binding or cover.
ACKNOWLEDGEMENT: We would like to express our sincere thanks to the National Institute of
Open Schooling (NIOS) for some content in the form of text and pictorials used from the NIOS’s
‘Mass Communication’ for this text book. We would like to express our gratitude to
www.wikipedia.com, www.images.google.com, www.pexels.com, www.unsplash.com,
www.istockphoto.com, www.shutterstock.com etc.
Printed in India
at the Telangana Govt. Text Book Presss
Mint Compound, Khairatabad, Hyderabad, Telangana
(ii)
, FOREWORD
Providing education to children is a fundamental right, and it’s essential for the overall development of
society. The government of Telangana plays a crucial role in ensuring that education is accessible to all,
and they often establish institutions like the Telangana Open School Society (TOSS) to cater to children
who may be unable to access formal education due to various reasons.
To provide quality education to learners studying Intermediate Education in Telangana Open School
Society starting from the 2023 academic year, the textbooks have been revised to align with the changing
social situations and incorporate the fundamental principles of the National Education Policy 2020. The
guidelines set forth in the policy aim to enhance the overall learning experience and cater to the diverse
needs of the learners. Earlier Textbooks were just guides with questions and answers. TOSS has
designed the textbook with a studentcentric approach, considering the different learning styles and
needs of learners. This approach encourages active engagement and participation in the learning process.
The textbooks include supplementary teaching materials and resources to support educators in delivering
effective and engaging lessons.
This textbook of Mass Communication (Journalism) is broadly divided into seven areas: introduction to
Mass Communication and Journalism, Print Media, Electronic Media, New Media, Advertising and
Public Relations, Traditional Media, and Photojournalism. The learner can choose one of the optional
media: Traditional media or Photojournalism. The role of media, what is news, reporting and editing,
radio broadcasting, radio stations, radio programme formats and production, television, television
channels, television programme production, the advertising industry, public relations tools, the new
media industry, employment opportunities, social media, types of traditional media, the camera,
photography, and the role of a photojournalist are some of the topics of this textbook. Understanding
all these lessons is essential for a comprehensive grasp of the subject.
We are indeed very grateful to the Government of Telangana and the Telangana State Board of
Intermediate Education. Special thanks to the editor, co-coordinator, teachers, lecturers, and DTP
operators who participated and contributed their services tirelessly to write this text book.
Date: Director,
Place: Hyderabad TOSS, Hyderabad.
(iii)
, Textbook Development Committee
Dr K. Rajaram Dr L. Vijaya Krishna Reddy (LVK)
Associate Professor Joint Director
Department of Mass Communication, Dr B. R. Ambedkar Open University,
English and Foreign Languages University, Hyderabad.
Hyderabad. Sri Sunil Kumar Pothana
Dr P. Venugopal Reddy Assistant Professor (c)
Public Relations Officer Department of Journalism and
Dr B. R. Ambedkar Open University, Mass Communication,
Hyderabad. Dr B. R. Ambedkar Open University,
Sri Yadagiri Kambhampati Hyderabad.
Assistant Professor (c) Smt. Parveen Sultana
Department of Journalism and Assistant Professor
Mass Communication, Government Degree College for Women,
Dr B. R. Ambedkar Open University, Begumpet, Hyderabad.
Hyderabad. Dr Nagaraju Mallepaka
Dr Y. Nirmala Assistant Professor (c)
Assistant Professor (c) Department of Education,
Department of Journalism and Dr B. R. Ambedkar Open University,
Mass Communication, Hyderabad.
Osmania University, Hyderabad. Sri K. Satyapal Menon
Sri K. V. Kurmanadh Independent Journalist / Faculty
Deputy Editor Rachana College of Journalism, Hyderabad.
Business Line, Hyderabad Dr K. Ramaswamy
Dr Parimala Srinivas Part time Lecturer
Academic Counsellor, Study Centre: 028, Dept. of Journalism and Mass
Dr B. R. Ambedkar Open University, Communication, Osmania University,
Hyderabad. Hyderabad.
Co-ordinators
Sri B. Venkateswara Rao Smt. B. Padmadevi
State Co-ordinator State Co-ordinator
Telangana Open School Society, Telangana Open School Society,
Hyderabad. Hyderabad.
Sri Sunil Kumar Pothana, Assistant Professor (c),
Department of Journalism and Mass Communication,
Dr. B. R. Ambedkar Open University, Hyderabad.
Cover Design : K. Sudhakara Chary, S.G.T. UPPS Mylaram, Rayaparthi (M), Warangal.
DTP & Layout : Y. Jaya Lalitha & Malyala Hari Soma Raju
(iv)
