Thursday, August 25, 2011

National Seminar on Media, Literature and Language

 Department of Communication & Journalism, University of  Mumbai and Makhanlal Chaturvedi National University of Communication & Journalism  are organizing a national level seminar on Media, Literature and Language on November 11th -13th, 2011 at the University of Mumbai, Kalina Campus.

Is news writing literature? Is it literature in a hurry? Is it the responsibility of the media to upgrade language? Can media shoulder this responsibility? What is the interface between media, literature and language? These are the questions that the seminar will aim to address.

Proposed Themes

Ø  Cinema, Literature and Language
Ø  New media, Literature and Language
Ø  Globalised media and Language
Ø  Media and the emerging diasporic cultures
Ø  Multiculturism, Literature and Language in Media

Submission of abstracts and full papers

Send the abstract and full papers to Prof. Meenakshi Upadhyay on the following email address:

All abstracts are peer reviewed by an expert committee in the respective fields. Only abstracts accepted for presentation will be notified for submitting the final and full papers.

Abstract Submission
September 15, 2011
Abstract acceptance notification
September 18, 2011
Paper Submission
October 10, 2011
Paper acceptance
October 15, 2011

Delegates (Outstation) Boarding and Lodging
Rs. 3000/-
Delegates (Local)
Rs. 1000/-
Students (Outstation)
Boarding and Lodging
Rs. 1500/-
Students (Local)
Rs. 500/-

  • Demand Drafts for registration to be made in the name of ‘The Finance and Accounts Officer, University of Mumbai’.
  • Please send the draft on the following address:
Department of Communication and Journalism,
2nd Floor, Health Centre Building,
Vidyanagari Campus, Kalina,
Mumbai 400 098.

Receipts of those registered will be given at the time of the conference.

Please note:-
  • Accommodation is on a sharing basis
  • The accommodation will be provided between 10th evening to 13th afternoon
  • Accommodation is on a first come first serve basis. Seats limited.

For any query on registration of the programme contact:

Ms. Archana Ramesh

Conference Secretary
Ms. Meenakshi Upadhyay
Assistant Professor
Contact: 022-26526068

Friday, August 5, 2011

Media Analysis and Evaluation

In a 1966 lecture at the Kaufman Art Gallery in New York City, McLuhan said, “The medium is the massage, not the message. It really works us over; it really takes hold and massages the population in a savage way.”
Media evaluation and analysis is the first key step of PR measurement. It involves thorough research of media coverage given to your client and its impact on the publics thorough various methods.

In India, we do the study of media coverages by looking at the clip count of media found about your client, recording of your client news on broadcasting and searching for mentions of your client on the internet.The second part, i.e. studying the impact of the these coverages on the publics is an area which is not touched upon yet.I have been told by many that it is an expensive proposition.

So what about evaluating media coverage, lets for example take the print media.The ideal media coverage study would consist of the following parameters:- tone of the articles, bylines, headlines, length date of the appearance of articles, placement, graphs, photographs, financial figures and other art work.If need be if one has to get into the detail of analyzing an article in depth on how the content was written one can check for thematic analysis of the news report and recurrence, repetition and timeliness. 

AVE (Advertising Value Equivalent) and tone are the two parameters which are constantly only checked when analysing reports or mention of client names, it has been seen.

According to the Barcelona Principles for PR measurement says two very important things among many others:-

Media measurment requires quantity and quality and that AVE are not the value of public relations.

So we undertsand that if media coverage is studied for all the above in detail one would know how the media is writing and percieving us.The beginners in the profession of public relations can get a cue about studying coverage of media from the above.

The idea is that if our works which results out of so much of hard work of pitching the media, if measured will result in understanding the value of our public relations work Was this really what you wanted the media to write? After all in case somebody is reading it, they better be reading what 'you' wanted them to read.

What do you think?