We are living in an age of information explosion where technology has revolutionized information handling and where we can use, preserve and convey any amount of data, anywhere in the world. This, in turn, is fundamentally re-shaping major aspects of our globalised society. Today, information and its communication is becoming the centre of economic activity and as much a factor in production as capital, labour or land. Hence, it is inevitable that we need to train our youth for the challenges of the information age in order to survive and develop and progress.
The Department of Mass Communication, encompasses a wide variety of disciplines, starting from the basic perspectives of the field of Mass Media and Communication and moving on to explore each area of the discipline through broad exposure to industry and practical assignments alongwith added emphasis on media research methods. The focus is on analytical and historical perspectives. The programme develops in students the ability to assess the roles and effects of mass media on society and life, and helps them gain specific media production skills through extensive practical work. The programme starts by developing a fundamental understanding of the subject in students by teaching them about the history, values and structure of mass communication in Pakistan and abroad. Students are then trained to analyse the effects of electronic and print media in order to enable them to evaluate media effects on public policy, as well as the impact of public policy on the media. In addition to core courses, students must take some approved media methods/ research courses in social sciences and a number of electives offered in other disciplines such as Anthropology, Sociology, Political Science, Linguistics and Journalism.
The Department currently offers Print Media, Electronic Media, Advertising and Public Relations, Media Management, and Communication Theory and Research as major specialisations.
Print Media students will learn e-techniques of editing and publishing their own magazines using desktop publishing press, digital and online publications.
Electronic Media students will use professional digital camcorders and work in broadcast studios. They will learn their craft on digital audio recorders and advanced editing software in a radio studio, allowing them to enter the market with technical know-how, allowing them to enter the market with technical know-how to produce top quality radio news shows. In due course of time, these students will be involved in broadcasting programmes on the University’s own FM radio.
Advertising and Public Relations
Students of Advertising and Public Relations will get an opportunity to satisfy their passion about the art and science of strategic communication. With the help of a faculty that possesses extensive knowledge, students will develop the ability to create communication campaigns in disseminating innovative concepts and devise methods for the solution of advertising and public relations problems. Students will have multi-media rooms with the latest room platform, recording and playback facilities.
Media management will provide an opportunity to the students to tackle the complexities of management through communication skills. Media management is both challenging and exciting. It is challenging because organizations are becoming much more complex, and many new forces confront the manager. The contemporary manger has a greater opportunity than ever to make a significant difference in the success of the organization and improve the quality of work and life of colleagues and fellow employees.
Communication Theory and Research
Specilization focuses on both theoretical as well as practical application of concepts by incorporating relevant courses such as “Theories of Influence on Mass Media”. Advances in Mass Communication theory and research are the highlights of this field of study. Communication research is augmented by case studies. In addition, students are also exposed to the foundations of Behavioural Research.