G.C.E. (Advanced Level) Communication and Media Studies Grade 13 PDF

 G.C.E. (Advanced Level) Communication and Media Studies Teacher's Guide Grade 13 (To be implemented from 2019) Department of Sinhala Faculty of Languages, Humanities and Social Sciences Natio...

 G.C.E. (Advanced Level) Communication and Media Studies Teacher's Guide Grade 13 (To be implemented from 2019) Department of Sinhala Faculty of Languages, Humanities and Social Sciences National Institute of Education Maharagama Sri Lanka Website: www.nie.lk Email: [email protected]  Communication and Media Studies Grade 13 Teachers' Guide First Print 2021 © National Institute of Education ISBN 978-955-25-0699-4 Department of Sinhala Faculty of Languages, Humanities and Social Sciences National Institute of Education Maharagama Sri Lanka Website ( www.nie.lk Email ( [email protected] Printed by ( Department of Government Printing Colombo 08. Published by ( Educational Publications Department ii Grade 13 Communication and Media Studies Message of the Director General of the National Institute of Education "The real awakening of the intellect is like rays of sun that dawn upon the human being and the eath". – N. F. S. Grundtvig. The prime responsibility of the government and the Ministry of Education is to bestow children with competencies that suit to the 21st century and the 4th Industrial Revolution to the nation and by now education reforms that are needed to produce a complete child equipped with those skills through out education system have been planned and they are now being implemented. The school education provides the basis for the promotion of cognitive flexibility to the human being who is a being engaged in education from birth to death. The school teacher performs the powerful role in school education to grow and fertile the earth called the human being through the real awakening of the intellect which is like the rays of sunlight. The empowering of the teacher in all aspects rises as the prime responsibility of central education institutes. The National Institute of Education is the curriculum developer of the Sri Lankan Education as well as the institute that guides the teacher to establish the relevant curriculum in the learning teaching process. This teacher instructional manual facilitates the teacher to orientate the learning teaching process in the right direction. That contributes to empower the teacher in a large extent. I take this opportuity to appreciate the external experts and my staff who dedicated themselves towards this endeavor. The responsibility, of implementing the learning and teaching process in a creative manner through imagination by understanding the duties and responsibilities expected to put into operation in the system through these instructions, is entrusted to the teacher. The goal expected to achieve through that is to bestow citizens with complete personality. The wholesomeness of the attitudes of the teacher also contributes to achieve this goal by surpassing the subject content. I think that it is a pride for you to be a teacher who is given the opportunity equal to that of a service rendered by an artist who create a work of art with clay. I consider myself blessed to be able to provide an incentive to your service in creating the future of Sri Lanka while growing with pride. Dr. Sunil Jayantha Nawaratne Director General iii Grade 13 Communication and Media Studies Foreword The great service rendered by the teachers in proiding the light of education to the children of the nation is immeasurable. A great support is provided to make that task more meaninful by teacher's guides. Apart from the task of producing textbooks, I would like to mention with happiness that our department is always ready to make the task of providing education to all a success while actively engaging in printing and distributing teacher's guides from 2015. Many resources required to implement the syllabi effectively are included in these teacher's guides. The responsibility of producing children who could be victorious in the future world of work and who haven't destroyed their virtues is entrusted to you. I would like to remind you that this teacher's guide should be utilized as a ray of light to encourage the students to achieve the best beyond the school while facilitating them to achieve the competency levels connected to the syllabi. Only you could add value to the great wealth spent by the government towards these teacher's guides. I wish that you will be able to enlighten the path of students by utilizing this tool effectively in the learning and teaching process. I would like to bestow by thanks on all those whom contributed towards thi national task. P. N. Ilapperuma Commissioner General of Educational Publications Educational Publications Department Isurupaya Battaramulla iv Grade 13 Communication and Media Studies Message from Deputy Director General Learning expands into a wider scope. It makes life enormous and extremely simple. The human being is naturally excellent in the skill of learning. A country when human development is considered the main focus uses learning as a tool to do away with malpractices identified with intellect and to create a better world through good practices. It is essential to create valuable things for learning and learning methods and facilities within the adhere of education. That is how the curriculum, syllabi, Teachers’ Guides and facilitators join the learning system. Modern Sri Lanka has possessed a self – directed education system which is a blend of global trends as well as ancient heritage. It is necessary to maintain the consistency of the objectives of the subject at the national level. However, facilitators are free to modify or adapt learning teaching strategies creatively to achieve the learning outcomes, competency and competency level via the subject content prescribed in the Syllabus. Therefore, this Teachers’ Guide has been prepared to promote the teachers’ role and to support the students as well as the parents. Furthermore, at the end of a lesson, the facilitators of the learning- teaching process along with the students should come to a verification of the achievement level on par with ones expected by a national level examiner, who evaluates the achievement levels of subjects expected. I sincerely wish to create such a self-progressive, motivational culture in the learning- teaching process. Blended with that verification, this Teacher's Guide would definitely be a canoe or a raft in this endeavor. Ven. Dr. Mabulgoda SumanarathanaThero Deputy Director General Faculty of Languages, Humanities and Social Sciences v Grade 13 Communication and Media Studies Resource Contribution Consultancy and Approval - Academic Affairs Board, National Institute of Education Subject Coordinator - P. T. M. Ratnayake - Senior Lecturer, National Institute of Education Subject Consultancy and Supervision - Professor. Sunanda Mahendra - Emeritus Professor - University of Kelaniya Panel of Writers Emeritus Professor Sunanda Mahendra - Emeritus Professor, University of Kelaniya Dr. Maheem Mendis - Senior Lecturer, Open University of Sri Lanka Professor Ariyarathna Athugala - Senior Professor, University of Kelaniya Professor Kamal Waleboda - Professor, University of Colombo Professor Thedore Fernando - Professor, Open University of Sri Lanka Dr. S. Raguram - Senior Lecturer, University of Jaffna Dr. Tudor Weerasingha - Senior Lecturer, Sripali Campus, University of Colombo Mr. M. A.S. Harischandra - Senior Lecturer, University of Sri Jayawardenapura Mr.Wijayananda Rupasingha - Senior Lecturer, University of Kelaniya Mr. Dammika Bandara Herath - Senior Lecturer, University of Kelaniya Mr. Aruna Lokuliyana - Senior Lecturer, University of Kelaniya Mrs. Thiwanki Abeywardana Wicramasingha - Senior Lecturer, Open University of Sri Lanka Ms.G.T. Madubashini - Senior Lecturer, Open University of Sri Lanka Mrs. Mihiri Kumarage - Teacher Service, Don Pedric Maha Vidyalaya, Horana Mrs. Indeevari Jayasekara - Teacher Service, Ananda Balika Vidyalaya, Kotte Mr. Prasanna Wimalasuriya - Teacher Service, Dodangolla Maha Vidyalaya, Bibila Project Team Mr. M.R.W. Madduma - Director, Department of Sinhala, NIE Rev. Dr. Wawinne Pangnananda - Assistant Lecturer, Department of Sinhala, NIE Translated by Professor Sunanda Mahendra - Emeritus Professor, University of Kelaniya Mr. Bernard Jesuthasan - Teacher Service, St. Peters College, Colombo Language Editing Dr. S Rajadurai - Senior lecturer, University of Colombo Cover Design P. T. M. Ratnayake - Senior Lecturer, National Institute of Education Assistance Mrs. Indrani Manike - Department of Library and Education Museum,NIE vi Grade 13 Communication and Media Studies CONTENTS Pages Message of the Director General iii Foreword iv Message from Ven. Deputy Director General v Resource Contribution vi 7. Creative Communication 1 - 29 8. Public Relations and Event Management 30 - 51 9. Communication for Development 52 - 72 10. Communication Policies and Media Monitoring 73- 89 11. Media in Sri Lanka and the Contemporary Trends 90- 103 12. Communication Survey 104 - 122 Bibliography 123 - 124 vii Grade 13 Communication and Media Studies 7. Creative Communication Competency : 7.0 With an understanding of the basics and the importance of creative communication, makes opportune use of different media in messaging. Competency Level : 7.1 Explains that creative communication is a more effective communication strategy. Periods : 16 Learning outcomes : Identifies and explains what creative communication is. Explains the necessity and importance of creative communication. Instructions for planning the lesson: Make use of the facts given below to plan the lesson. Introduction: Human being, by nature is a creature who uses creative communication. The past ancient heritage and the use of arts depict that the humans have over the years utilised creative and inno- vative strengths, in many ways. Those ancient cultural forms have been shaped into more modern forms at present in the field of media and other communicative activities. These forms have taken gradual growing processes. The simplistic meaning given to creative communication goes as the dissemination of a message to an intended receiver in the way that is most understandable. This may wary from situation to situation as well as from intention to intention. In this direction, a person is given a chance to think creatively. The following is the meaning of the term creativity as given in the Oxford dictionary: “The use of imagination or original ideas to create something inventiveness”. In the treatise on what is art, as written by Leo Tolstoy, the term 'art' is defined as an entity as aesthetically graded by a person from areas such as rhythms, lines, colours, sounds as well as the combination of words etc. (The work is translated by Prof. A.V. Suraweera titled, ‘Kalawa Yanu Kumakda?’). With the growth of print and electronic media and technology, the dissemination of messages came to be more creative and the impact on the recipient more intense. The necessity to disseminate too came to be more fascinating and creative. Here the communicator had the chance of sending the message in a better and a more creative manner. Sunanda Mahendra in his Sinhala text, Creative Communication (Nirmanathmaka Sannivedanaya) states the following: “The obtaining of better response is seen as an achievement in the use of 1 Grade 13 Communication and Media Studies media. The communicator at the outset comes to know its phenomenon as a social need. Secondly, he realises the significance of that achievement, and imparting of the essence to others in an effective manner denoted by the term, effective communication, and creative communication. The achievement is drawn in whatever the language, and the way of the same used that addressed a universal quality of expression.” The aesthetic and artistic creations embrace human communication as the fundamental expression. The ultimate success of the particular objective reaches its success as a result of the strength of the creativity. It has utilised as an inserted message in communication. This factor helps to understand the interlinked and faced to each other, as an inseparable entity. 1. The communications used by the human in the past had a gradual transformation as later art forms. 2. In particular, in human groups, the humans have been influenced by their contemporary art forms. For example, Da Vinci for arts, Shakespeare for literature, Beethovan vor music. These together with other forms of art have collectively influenced humans. 3. All the media as a matter of fact embrace creative communication, and craft as effective forms of communication. The nature of creative communication The primary nature of the universe is creativity. It is not considered as a result of any external force. Further, the nature of the creative communication possessed by all living creatures makes that particular being lives isolated from others and links its being into an activity closer to communication activities. Innovation is a basic nature of creative communication. The intentions and objectives in innovations embrace such aspects and developing skills, imaginative intention fullfilments, and the promotion of activities. As man became more civilized, the methods of creative communication came to be linked with dance forms, vocal music forms, instrumental musical forms and other forms of artistic expressions. During the medieval period, (14th and 17th centuries), there arose an arts renaissance and an education renaissance which gave way to several modern artistic developments. Human communication forms have given way to the development of human cultures. While industrialisation gave way to a media technology, that in turn gave an impetus to the creative communication trends of the day-to-day human activities, and got closer to the same. 2 Grade 13 Communication and Media Studies In this manner quite a number of media visual creative forms came to be formulated. As a result, quite a number of features came to be planted in the field of mass media. Therefore, it is necessary to study the aspect that emerged in a variety of facts that gave way to the modern media trends. The need and the importance of creative communication Creative communication can be considered a necessary component for the man to strengthen and stimulate his personal and professional life. Creative communication has the ability to transform the inactive citizen into a new and an active citizen. Creative communication is needed for entertainment, relaxation, spiritual stimulation and therapeutic treatment. By engaging in creative communication activities, one can overcome the issues related to complex and stressful human conditions prevalent today. Creative communication helps understand profound concepts and philosophies, and encourages one to appreciate the middle path in life by widening one’s horizons through alternative knowledge. Creative communicative skills are essential to be a strong communicator in the subject- based intra-personal, interpersonal, group, mass and virtual communication fields. By engaging in effective creative communication skills, communication functions such as education, entertainment and information can be well performed with motivation. It is through creative communication that a recipient can be intensively attracted to a message. James Watson (1985), a scholar in communication studies, named a chapter in his book, What is Communication Studies? as ‘Creative Communication’. Watson’s intention was to explain 10 facts that can be realized through creative communication. He made an artist draw a human figure with its arms stretched giving each of their finger a fact/point. The achievement of creative communication can be understood by them. 1) Helps problem solving 2) Develops motivation 3) Helps enthusiasm 4) Helps generate ideas 5) Helps challenge the obvious 3 Grade 13 Communication and Media Studies The aforesaid are considered as belonging to one hand (of creativity) while the following are in the other, in that creativity, 1) is exploration 2) is vital in group work 3) helps appreciate creativity in others 4) is open ended and divergent 5) provides work satisfaction Assessment: 1) Explain the term, ‘creative communication’. 2) Discuss the need and the importance of creative communication. 3) List out 10 activities that have used creativity effectively in their messages. 4 Grade 13 Communication and Media Studies Competency Level : 7.2 Recognizes the basics of creative communication and uses them to suit the situation. Periods : 24 Learning outcomes : Recognizes the basics of creativity and describes them with understanding. Presents creative messages for different media to suit the situation Instructions for planning the lesson: Make use of the facts given below to plan the lesson. The basics of creativity The knowledge of the basics of creativity includes the understanding of the main characteristics of the creative artiste and creative work. Due to the prevalence of varying ideologies, it is difficult to identify a definite set of features of creativity. In order to understand the concept, creativity, however, the creative work (creation), the creative thought (creative thinking), the artiste (creator) and the creative composition are of paramount importance. (i) Creation The meaning of creation is “unprecedented” which means “not existed before”. So, it can be called as an innovation as well. A creation is different from what is existing; a new entity, a novelty. Mahendra (1991) states that as per the dictionary meaning, creations can be called as “creating” or “generating”. The Oxford dictionary defines creation as “The act or process of making something that is new”. An unprecedented creation comes to be because of a person’s creative abilities and skills. As such, a creation comes to be as a result of multiple factors such as skills, intuition, imagination, proficiency, constant practice and mastery (being well-versed) as well as philosophical thought and objectives of an artiste coming together. The term, creation, is used differently in different media. When making creative work for different media, the artiste should have a thorough understanding of both media and media technology. 5 Grade 13 Communication and Media Studies (ii) Creativity Creativity is the skill and the strength a creative artiste possesses to craft a creation. It is known as “Intuition” in the Oriental Aesthetics and is further described as something inherited and a blessing as well. It is a quality that results from a person’s inner awakening, imaginative powers and insight. The main features of creativity can be considered as the ability to perceive the world in an unprecedented manner, to see its hidden patterns, to innovate relations between entities that seem otherwise distant and to be able to solve problems. Leonardo Da Vinci (1452–1519) identifies 7 elements of creativity. The Italian painter Davinci is known to have been knowledgeable in music, sculpture, mathematics, engineering, astronomy, geography and botany. His views on painting can be used in the field of media in modern times as well. a) Curiosity b) Demonstration c) Sensation d) Sfumato e) Balance of art and science f) Balance of body and mind g) Connections In addition, the following has been identified as significant in engaging in creative work through various studies. a) Sensation b) Imagination c) Cognition d) Perception e) Reappraisal f) Topical exploration g) Constant practice h) Skills and use It is very useful to be enriched by the knowledge of the basics such as the above for effective exploitation of language for oratory purposes, writing and performances. 6 Grade 13 Communication and Media Studies (iii) Creative thinking A creation comes to be as a self-expression of a creator. To this end, the creator makes use of his experiential knowledge that comes to him in 3 main ways: a) One’s own experience b) Experience of others c) Media or other experiences A creator absorbs experience by means of any of the said ways, engages in imagination using his own creativity before he makes his creation. Imagination is the strength of the creator to generate concepts and visual images required for his creative work. As such, intuition, proficiency and constant practice are of extreme importance in order to sharpen the imagination of a creator. The conceptual and perceptual flexibility to accept diversity and new ideas as well as the ability to synthesize the concepts or to rearrange them to build new concepts are included into creative thinking. It is accepted that creativity is built upon reflectivity, and critical and analytical thinking. Graham Walls (1926), in his work ‘The Art of Thought’ identifies 4 stages related to the process of creative thinking. 1) Preparation, conscious attempt to explore the topic 2) Incubation, fostering what was explored 3) Illumination, enlightening the mode of illumination 4) Verification, reassessing what is explored (iv) Creator Creative artiste is the creator of a creative work. Oxford dictionary defines a creator as the “Person who has made or invented a particular thing.” It is neither the result of a short term training that makes a creator nor does it happen involuntarily. It is something that has to be developed through the conscious experience of the arts, society, culture and the political system, and by continued studies in sociology, psychology and anthropology. A creator comes to possess the ability to act with knowledge, imagination, intuition and professional experience through the continued mastery of his craftsmanship. Everyone is born with some kind of creative ability. If it is not nurtured and developed, it may fade away eventually. 7 Grade 13 Communication and Media Studies (v) Creative writing Creative writing is a piece of writing that is done by a creative artiste with a style. It could be a narrative, a novel, a short story, a poem or any creative work. Creative writing can be defined as a piece of writing that is written with a novel style to attract a reader. The objective of creative writing is to create a mental status in the reader packed with an emotional aesthetic sense. Verse, lyrics, novel, short story, biography and literary criticism can be considered as creative writing. In addition, screen play writing, radio script writing, columns and scripts of features and advertisements can also be included. The language that is used for creative writing is interesting: filled with implied/ symbolic meaning; awakens imagination; soothes the mind; evokes feeling of happiness, sorrow, etc. An excellent piece of creative writing has a profound meaning between the lines. Such a depth fosters emotions of the reader and widens his horizons. An excellent piece of writing elevates the wisdom. Assessment: 1) Explain the concepts namely creative communication and creative thinking. 2) “The basics of creativity helps to foster creative communication successfully”. Discuss with examples. 8 Grade 13 Communication and Media Studies Competency Level : 7.3 Recognizes and explains the creative use of language and the creativity in different publishing media. Periods : 15 Learning Outcome : Explains possibility to use language creatively for communication. Prepares messages for various media using creative language. Instructions for planning the lesson: Make use of the facts given below to plan the lesson. Introduction The most outstanding achievement of man in the history of civilization is creating the human language. With the advent of language, human communication developed rapidly. The end product of this gradual process of communication evolution enabled the man with a language-based, unique communication skills. Language is generated non-verbally as well. An infant who listens to its mother’s soft murmurs falls asleep not by listening to a meaningful song, but the murmurs of mass sounds. The infant who listens to these rhythmic sounds enjoys the musical element of it. Man has the ability to organize, think rationally, retain something in the form of language and recollect it from memory to make decisions when needed. Also he can store knowledge in the form of written language, read the knowledge that has already been found and understand it. Human groups were created by language. When those groups lived together, taboos, customs and rituals, and rules and regulations were developed. Therein, written and oral forms of language played a vital role in transmitting them from generation to generation. Language was the reason for the creation of various cultural groups in the human society. Based on the cultural features that were specific to particular groups, various races were formed. Races, in turn, demarcated their territories paving way for the creation of countries. The power of a country is decided by the technology and economic development resulted from its knowledge generation. Creative thinking is the key to such a development process. The pinnacle of the creative use of language is creative thinking. 9 Grade 13 Communication and Media Studies The inherited creativity of language produced the norms and styles inherent to the written language. Writer-unique and media-specific language uses were formed as well. The basis for such a development was the possibility of using a language imaginatively and creatively. Reader groups were developed along with creative writing. A generation of writers were born too. Language, as a medium, facilitated the historic extension of the legacy of human thought. Language served a major purpose for writers and readers alike with its inherent creativity. Creative literature such as novel, short story and poem were developed and philosophy, political thought and religious diversity were spread rapidly as a result of creative language becoming a popular media among the common man at the early stages. The use of creative language Language is the most powerful creative expression of man. It is created by man with the use of creative skills. Different cultures in the world created different languages. Those languages shaped the contours of culture and creativity of their respective societies. The diverse use of language is prominent especially in the arts. The creativity of language is built upon speaking (oral), listening (aural), writing and reading. According to the primary definitions of creative language, all the characteristics of language is considered creative (language). Language shaping its contours according to the medium is a highly complex phenomenon Broadcasting is based on sound and audibility. The connection between the auditory organ and the mind is of utmost importance in this respect. It is a very intricate process. By means of audibility, concepts and/or incidents are created through language. In print media, the basis is the written language while visual images are used as well. The creative nature of different combinations used in different print media has to be studied as per the purpose. Television language is considered as an extension of audio and visual languages. This is because, the television is developed not as an extension of the cinema but as an extension of the radio. Depending on the type of item, creative language strategies are used in the television medium. It is important to study the creative genesis/nature of the television language such as the realistic approach in tele-drama and the psychological approach in advertisements. Image is considered as the language of cinema while editing is regarded the grammar. Cinematic language is considered as an extremely powerful creative semantic. 10 Grade 13 Communication and Media Studies New media use creative language approaches in more subtle ways than before in communication. The technological know-how as a necessity is significant in the creative language use in modern media. The basic purpose of creative language is to communicate the message creatively using language. Therein, written, verbal, non-verbal, visual and aural communication modes are used. Newspaper and the use of creative language Print media was discussed in 4.2 competency level. The main purpose of mass communication is served by newspapers. Therefore, it is important to examine the newspaper and its creative features. The newspaper language is consisted of text and images. The language of newspaper consists of text and image. The text means the use of written language. The making of a text is visible in the news, features and advertisements. The creative use of language varies as per the context. The image of a newspaper means photos, drawings, graphics, various elaborations/illustrations and colours, and page layout. i) News A simple and straightforward language is used in the news. However, in special circumstances, it can be seen resembling a literary text. For emample, at a funeral of an eminent personality, there may be a straightforward reporting of the events while a literary embedded narration of the events can be unfolded as well: “The one who conquered the stage for decades in making the spectators…” Or “In this twilight, the versatile personality that is seen taking leave of the nation…” The best space for creative language used in the news is with its heading. Let’s examine some of such creative headings given below: For example, “In a motor accident, dedenek bere, thidenenk Beire”1. (“In the motor accident, two escaped while 3 were in the Beire Lake”). There is a pun on the word “bere and Beire”. The first bere means escaped while the second Beire is the name of the lake. “Wee malla wikuna booru polata ringa”. “Selling the sack of paddy and sneaking into the gambling ground”. ---------------------------- 1 This heading and the news item was written by Dr. Anuradha Malalasekara (Nee Hettiarachchi) at the time when she was working with the Lake House. 11 Grade 13 Communication and Media Studies ii) Features Newspaper features include feature articles, columns, the editorials, short stories, comics, criticisms, discussions, opinions, photography, film descriptions, etc. that are neither news nor advertisements. The editorial denotes the opinion orientation of the newspaper. It is known as editor’s note as well. The editorial contains the identity/style of the editor. This can be understood by examining the editorials of a few newspapers. For feature articles, catchy headings can be appropriated to attract readers. E.g.: “Super highway causes tears falling” “Squash the flowers of heart on flatten rubble Who goes where in this road?” (Translated from Sinhala) In columns, the columnist has a strong term in his style and structure. For instance, a column can be presented in the form of a letter, narrative, descriptive report or a verse. iii) Advertisements Advertisements can be categorized as significant, classified and advisory which means not merely propagating, but instructive. Significant advertisements take up a large area of the newspaper while the classified uses a small space. Advertisements are moulded on morals and ethics. As such advertisements that contain degraded text and contents are censored. Advertisements in print media use language creatively. Often, the newspaper group itself undertakes the creation and/or editing of the advertisements. iv) Books/Prose Books are a creative print medium. The creativity of language is most evident in the printed books. Creative literature is significant in this context in that novel, short story, poem/verse, biography, exploratory accounts and translation manifest the great strength of the creativity in language. 12 Grade 13 Communication and Media Studies Unlike in the medium of newspapers, in the production of creative literature, the rasa bhaawa (aesthetic emotions) and imaginative power are significant. The use of creative language differs from one creative writer to another. Through comparative studies between ancient prose literature such as Jathaka potha, Saddharmarathnawaliya, Amawathura and Buthsarana, and modern narratives such as novels and short stories, one can discern the creative linguistic patterns adapted by the respective writers. For a skillful communicator, the knowledge of indigenous and foreign works irrespective of their past and the present heritage may benefit. Furthermore, other literary and translated works may be of influenced value in order to develop his/her capabilities. v) Periodicals/magazines The use of the language creatively in the varying aspects could be seen in the printed works that emerge as periodicals and magazines. In these periodicals, one sees the subject topicality in the print format. Furthermore, magazines are proliferated in keeping with the short time schedule. This is the reason why they are denoted by the term ‘periodicals’. Magazines and periodicals are aimed at taking a target audience into consideration. As such, they visualize the use of language in varying creative forms. In the production of the magazine/periodical language use, the rhythm of the language, the type of letters, pictures, photographs, colour combinations and page layout are taken into consideration. Electronic media creativity and the use of creative language Sound medium - Radio broadcasting Radio is a broadcasting medium that embraces the multi-forms of voice nuances. Wherein, it is a unique sound media unprecedented. The language of the media envelopes, the human voice as well as music, natural sounds, sound effects, and silence as well. There are various types of programme formats involved. They include areas such as news, songs, commercial advertisements, radio plays, reports, magazines programmes. The most important person in broadcasting occupied by the listener is at the receiving end. The mode of systematising the radio programme depends on the target of audience members, who gauge the validity of the response as well as the novelty. 13 Grade 13 Communication and Media Studies Radio programmes could also be categorised taking into account the subject it envelopes. They include the subject such as religious, educational, developmental, medical, agricultural, sports and children and women. There lies several communication factors that go into making of various types of radio programmes. They include factors such as, simplicity, comprehension, qualities, instant grasping power, the dosage of winding sentence patterns, the quality of listening that enables an intrapersonal communication pattern of transforming various types of experience in order to fulfil the expectater of the target audience. In radio broadcasting, the type of mental images are grasped by the different types of listeners. It is facing of the challenges of the creative transfer of the sound images of the listener that matters. It is an endeavour of facing a creative challenge. The radio broadcasters, the radio artistes, programme participants of all types made use of their voice of the dominant factor. As such, they ought to possess a creative voice that suits the content as well as the expressions of the same. In this direction, the articulation via voice, the modulation of it, the clarity of pronunciation as presentation discipline are primary matters that should be focused. The veteran radio playwright cum-producer, Sugathapala de Silva in his work Handa Naluwa has underlined several cardinal factors that are significant as regards the use of language with reference to the writing of radio play, that embrace the areas such as strength and imaginative factors in the use of the language in rate plays. Radio play writing is denoted as a creative function that enables the primary ability of an imaginative art. The listener makes use of the faculty of the imagination in order to grasp the content and expressions that emerge as sound communication. The enjoyment on the part of the listener depends largely on the audio imagery as created via sound. Furthermore, several factors are presented to help perceive the strength of the media images or sound symbols. The radio scripts should enable to form sound pictures in the minds of listeners. The attraction of the listener to the sound media depends on the factors like clarity of sound, the verbal pattern of pronunciation, the emotional content in the expression, as the creativity that involve taken as a whole entity. Sugathapala de Silva, supplies an example drawn from the script written on the subject by Stan Freeberg who presents the area denoted as ‘broadening the imagination’ of the listener concerned as follows: Man : Radio? Why should one propagate through the radio? What can one see in it? There is hardly any picture seen by the eye. 14 Grade 13 Communication and Media Studies Fellow : Listen for a while... Radio can do wonders that are unimaginable through the TV. Man : We’ll see how it’s done and wait until that time. Fellow : OK, look at this (he clears the throat). On my signal, be ready. Now see how the hot choco liquid poured into the river Michigan. The river is filled with it. At the Bank of the river, there is an ice cream mountain formed. It is boiling to the brim, and now look, it is overflowng to the effect that the air force too comes to the place, and the airplanes are deployed in order to mix dry raising into it, and I see 10 tons of it, getting mixed into it, as a spray, and about 25,000 people are watching all these, and they go on making loud applauses with loud cries. (Sound of the turning cream mountain into the cream liquid) Fellow : Now recreate the sound of the air force (Sound of aeroplanes) Fellow : Now bring of 25,000 applauses and loud cries. (Sound of a lot of people reaches a climax. Then fades off) Fellow : See whether it is possible to do it over television. Man : But..... then..... Fellow : So you saw how the sound media could be made use of to kindle the imaginative powers of a listener. It is the mind that grasps all those affects. (This is translated from a Sinhala source.) According to the above example, it is the fact that imaginative factors fused to sound observed as the main driving force in the creation of the sound imagery. It is also the art of creating a world of imaginative imagery in the mind of the listener that matters, and enhance the stimulation of the same. Television As a medium, TV happened to be instrumental in giving about a global transition. It is a medium that has enhanced the moulding of the human character of a more informative and understanding individual in the context of world citizenry. It is also an amalgamation of the two media formats of sound and visual. As such, it embraces some unique creative factors inherent of the medium. Television and a medium too is recognized as an extension of the radio sound medium. It too gives prominence to the sound as well. 15 Grade 13 Communication and Media Studies As the TV screen is small, it is not only regarded as an art medium. Comparatively, the TV screen is smaller than the film screen. By the virtue of the fact ,TV has become a domestic item. It is also a public medium. It addresses all the members of a family simultaneously. As TV, a medium does not pave the way as a classical medium, it is more acceptable as a glamorous medium. As a result, if embraces most nuances of fascinating features of attraction popular as well as creative features in the utilisation. In the direction, more emphasis is drawn to the newness, the usefulness, and the originality in as the dominant embedded factors. Further, there is also an impact of the medium seen on the spectator or the receiving audience. This enables one to undertake studies to identify the motivation and creativity as well as the flexibility of the tele medium underlining the creative use of the same medium. There are a number of tele programmes. They are chiefly divided into two groups, namely the narrative group and the non-narrative group of programmes. News casting, documentaries, variety programmes are classed as non-narrative items. Narrative programme are predominantly teleplays, tele-films, cartoon strips. Some more classifications include such programmes designed for children, women, travel and interlinked subjects like sports, travel etc. The television as a medium depends on tele creating, tele technology and creative industry. In order to follow the strength of the tele medium, it is also necessary to understand various aspects of tele technology as well. At the same time, it is necessary to perceive the facets of culture, values, beliefs etc. This too underlines the study of the disasters that cause due to defamation at the violation of ethical codes. The kinds of tele programme that adhere to the violation of such social ethics have to be earmarked in order to prevent the children seeing them seated together with the adults before the tele screen. The efforts that go into the making of a good teleplay include the selection of the central subject, the characterization, the writing process of a script, how a story line flows how the suspense is created, the pattern of the dialogue, the use of music in the best creative form etc. Tele play production is regarded as a collective task. A teleplay director cannot make his function alone. He needs the assistance of a camera director, arts director, an assistant director, a producer, actors and actresses, sound recordists, editors, music directors and the performer persons for crowd purposes etc. The foundation of tele creations is the tele-writing process as television is the a medium is a blend of sound and visual. The function of the designing of the pictorial or the visual is a functional need. In both, the film medium and the television medium as the common factor lies fundamentally in the visual writing process. 16 Grade 13 Communication and Media Studies As such, there is a scholar affinity in the writing of a film or a cine media as well as the tele media. It is also important to lay emphasis on the aspects of lighting camera techniques, and performer modes to be taken into consideration as vital aspects in the production. They too have to be handled creatively. The strength of this creativity enables the creativity in the total production as extended by the creators. Cinema Cinema has reached as one of the top art forms in the world. The cine medium has embraced a particular grammar and rhetoric in the growth. The main categories of cinema include, action, adventure, animation, biopic’s, cartoon comedy, documentary, horror, romance, music, science fiction, thriller and war. The aspects of cine media envelopes cine aesthetic or film aesthetic. But some creations discern it as transcending the new barriers of aesthetic uplifting the function, based on a philosophic vision. As such, they state that the media could be utilised for deeper levels of human and socio political links explorative in its function as a media. The terms such as popular and classical are addressed to the cine media. But it is also seen that at times this division is not quite functional. As a matter of fact some of the works cannot be classified into the two divisions that go as popular and classical. This is a factor as maintained by some of the cine researchers. In order to perceive a sound cine critical knowledge, the study of the different cine trends as well as the creativity behind the cine works should also be studied. In the field of study linked to the creative communication of the broader outlook of the world communication patterns, the study of cine communication is seen as a vital study process. In that, the aspects like, seeing content analysis, technology, cine classification, cine use, the creative use of cinema, the production aspect linked to cinema, are possibilities in the total study process. This also includes detailed links to the pre-production and the post-production factors as well. In cine study, the script writing, direction, cine technology and editing are factors that need to be emphasised. The creative entities in cinema go as factors leading to cinematic, kinesthetic, sonic, temporal, narrative, dramatic miss-en-scene etc. 17 Grade 13 Communication and Media Studies In cine creations, the terms motif, metaphor and symbol are used. These are exemplified in screen play writing process. In order to broaden the horizons of the same, it is necessary to read the process. Another aspect linked to cine creations emerge as acting or performance. This also includes degrees and levels of creativity in order to foster better results in creativity. It is not only the acting that matters but also the dress patterns, designs, clothing, make ups, the backdrops, editing techniques, sound effects and musical effects. In the aspect of camera techniques, the necessity to possess in camera distances and angles, are important. In both tele and cinema, the aspect is considered a creative aspect of the camera. They include both theoretical as well as practical aspects that could be considered as creativity. The following diagrams display camera distances and angles. Close Up - CU Big Close Up - CU Extreme Close Up - CU 18 Grade 13 Communication and Media Studies Medium Shot - MS Medium Close Up - MCU Medium Long Shot - MLS Extreme Long Shot - ELS Very Long Shot - VLS Long Shot - LS 19 Grade 13 Communication and Media Studies Medium Close Up - Low Angle Long Shot - High Angle A creative audio vision scene emerges as a result of the shifting of the camera in keeping with the required angles. This aspect initially triggers it as a result of the theoretical perspective, that gives way to a more practical aspect. Quite a number of ideas too emerge as a result of the process. The examples drawn from the novel Gamperaliya by Martin Wickramasinghe gives a classic example to us. The shots are designed by Dr. Lester James Pieris who functioned as the director of the film. The spectator from the very inception obtains a knowledge on the film setting or background through these shots. The environment helps the spectator to gaze the strength of the action impending in the scene created by a series of shots. The extreme long shot establishes the fact that it is the environment where an impending event is going to take place. It is denoted by the term establishing shot. This creates in the mind of the spectator the place that is significant as a starting point. Extrteme Long Shot 20 Grade 13 Communication and Media Studies Very Long Shot Long Shot These shots indicate a Medium long shot and medium close up. They indicate the salient features of the character and the event that is going to happen. This too indicates the profile of a body. These shots are culled from the film Gamperaliya. Medium Long Shot Medium Close Up Medium Close Up of three characters 21 Grade 13 Communication and Media Studies Then, we come on to close up and extreme close up. These shots intend to indicate more closely the sensitive features the creator needs to display as required for the creative process. Further, the close up creative varying forms of mental image was is the mind of the spectator. Extreme close up is an extended more closer view of an object as desired by the creator. In dream sequences, this type of shots are widely used. This also accelerates an emotional content as original in the mind of a spectator. The next is the low angle shot. This enables to see an object from down or bottom to top. This is a moment taken from Gamperaliya where the two characters Nanda and Jayatissa enter into the matrimonial moment. The moment is captured sensitively in the cine work. Watching as an exercise for more education on types of shots and the angles could be perused. But it needs to be cited that all film makers don’t employ all the possible film shots. It depends on the essential requirements of the creator. 22 Grade 13 Communication and Media Studies This is followed by the techniques known by the term panning where the camera eye is taken around an object or a required particular scene. These are of two kinds.: they are the vertical panning and the horizontal panning. The capturing of a series of shots is called the technique of tilting. A camera could be moved either fast or slowly. From the function a surrounding could be captured or an event could be recorded. The tilting technique also could be used in order to show the speed of a situation as desired. This depends on the necessity of the creator as well as the creative communication process intended. 23 Grade 13 Communication and Media Studies Various meanings too could be drawn into particular shots and sequences by way of the tilting process. It clearly depends on the ability of the artist concerned. In TV or cinematic creation, if it is needed to a person of a group of persons, a thing or a place, these techniques could be suitably adopted. These factors are needed in order to objectively study the creative process in visual medium such as television and cinema. Further studies could lead to the knowledge on such aspects as frame to frame scraping in the case of advertisements, camera angles, camera movements, and also the link picture to another, by way of editing. These too will lead to the gaining of knowledge on creative aspects of the use of visual techniques. Theatre Theatre arts comes down centuries as a humn endeavour giving vent to human expressions and explorations as a collective art. Theatrical arts has been instrumental in the building up of entertainment, advice, as well as therapy. As such the theatre stage and theatrical arts are seemingly a collaborative art. This enables a scholar to ascertain the value of the creative thinking and to grow the same as an enthusiastic observer. Further, enables to evaluate and understand the complex situation of it. 24 Grade 13 Communication and Media Studies In this direction, it is necessary to understand the nature of the stage and the theatrical arts that are formulated upon it and to know the various types of theatrical techniques utilised the nature of the costumes used, the stage management activities, the lighting up of the stage and the make up art structure of the types of theatre and the types of theatre production etc. The activities on the theatre stage in the creative context is an arduous function. As such that needs participation. The basic components are laid down as: 1. literary sources 2. technological sources 3. performance sources Literary sources include the topic selected the narrative, and the structure of presentation. Then comes the interpretative sides such as the beginning, the middle and the end, inclusive of areas such as language, the style, the monologues and the soliloquys. As technological aspects, the episodes, costumes, stage props, lighting, sound effects make ups and the production are included. As performance aspects the type of acting, character motivation, character interpretation, the mutual interaction, and breath control, vocal expression, inflection, the voice preparation, narrative style, the diction, facial expressions, are included as creative communication functions. In the first instance, it is necessary to formulate the thought, theme, and idea in a creative manner. Secondly, the action comes to the forefront together with the plot. Thirdly, the selection of the characters or the cast is important. In the area the personality of the character is laid emphasis, with the age factor, the appearance, the social background and the use of the language. All these have to be adhered to in a creative manner. Fourthly, the audience too plays a vital role. The action and skills of the performer goes hand in hand with the psychological aspects of the audience in a creative manner. Fifthly, the advent of the musical area plays a significant role in a theatrical activity. This area covers the blend of music, the rhythm, the tone, the voice and salient compliment treats in the best of creative manner. Sixthly, the spectacle in a stage craft plays a vital role. The performance depends on the stage craft as a spectacular activity. The term performance depends on the stage craft it involves. 25 Grade 13 Communication and Media Studies Assessment: 1. Present a study of the language as utilised in the lead news of a newspaper in comparison with that of the language used in a feature article. 2. Examine the creative use of the language in a radio play with examples. 3. Examine the creativity as depicted in a commercial advertisement or a documentary presentation on TV. 26 Grade 13 Communication and Media Studies Competency Level : 7.4 Explains with understanding that folklore and folk art can be used to build a message creatively and prepares creative messages for different media. Periods : 15 Learning outcomes : Realizes that folklore and folk art can be used creatively in communication, and makes presentations. Uses folklore and folk art appropriately and creatively in one’s own work. Instructions for planning the lesson: Make use of the facts given below to plan the lesson. In the use of electronic and print media, creative messages could be drafted by the use of folk and traditional arts. Various definitions are given as regards folklore. A primary understanding could be perceived through the knowledge of some of the meanings behind these definitions. In several social structures, the origin of folktales, folk poems, folk beliefs, folk games, folk sayings, pave the way to a subject known broadly as folklore studies. (Sannivedana Shabdakaraya - Sunanda Mahendra) “Folklore could be explained as an entity of wisdom drawn over the years through the oral transmission” (Janasruti Vidyawa - Nandasena Rathnapala) The term folklore is explained as the folk oral transmission of the folk knowledge from the past to the present. (Janasruti Shabdakoshaya - Siri Liyanage) Folklore is that knowledge heritage possessed via oral transmission. (This is perceived via the acceptance on the past) A collective conscience as in a theoretical perspective.” A collective conscience means the acceptance of a particular norm on the part of a group of humans, or the rejection of the same on the part of the same group as a thinking process. As such this acceptance in turn becomes the people’s knowledge inheritance as well as the heritage handed down from the past to the present. Folklore consists of creativity. It processes material of the inheritors in a creative way. It also possesses shared feeling of acceptance, and has won the goodwill of many. In turn this very same heritage could be recreated in many possible forms. 27 Grade 13 Communication and Media Studies The folklore too transits the traditional knowledge in the areas such as folk art, folk poetry, folk songs, folk beliefs, folk ethics, folk customs, riddles, parables, similes, metaphysics, folk medicine, folk musical forms, folk festivals, folk sciences such as botany and zoology, rituals, and other allied subject areas. All these are included in the acquisition of traditional knowledge in folklore as knowledge. The credibility of folklore depends largely on the links it possesses in the subject such as history and religion. Further, it is observed that it has linked with such areas as, agriculture, anthropology, and biology, that enables the kindling of various activities. It is also observed that folklore is regarded as a magic stream that brightens the human glory as the wonder that is called humanism in a creative form. Culture could be discerned as two folk forms. They are physical and nonphysical in terms. There are intangible forms linked to the same (See General Conference of the United Nations Educational Scientific and Cultural Organisation 2003). In 1972, the UNESCO laid down several guiding regulations towards the understanding of the intangible folk heritage. This enables the protection and conservation of aspects pertaining to several traditional inheritances. This included in 2011 to conserve all heritage sources. In 2018, the conservation of puppetry in Ambalangoda in Sri Lanka came to be known for the first time. This was included in the UNESCO list as a special item. The use of folk art Folk arts descends downwards from the tribal arts. As such, folk art and folklore are closely affiliated. They are handed down from generation to generation as arts media. The folk arts are formulated through the human experiences of people. They envelope such aspects as painting beeralu or embroidery patterns, weaving mats, carving, exorcism creations via verbal communication, the creative musical forms using both vocal and instrumental means etc. Folklore, folk arts, studies reveal that they are built on traditions, cultural stems, traditional heritages and the creative amalgamation of all these areas. It could be as such utilised for the formation of creative message forms suited for an indigenous culture. In the direction a necessity is the national cultural forms. 28 Grade 13 Communication and Media Studies Folklore and folk arts in the use of creative communication function As folklore and folk arts are born out of folk frame of reference, it is observed that these experiences could be utilised effectively in creative communication as close affinities to mass conscience. The association of folklore and folk arts could be made to know that they are born out of a genuine conscience that attracts the audience attention. The codes signs and symbols as utilised in folklore as folk arts reach the mass mind closer than one expects. As such, the creations recreated in the direction create a sense of closer credibility. It could be observed that the Kolam form of folk art could be utilised in a new direction bringing about a contemporary human experience more creatively. This is also observed in the case of the use of masks. A study of the salient features in a folk tale, or any other folk art form, reveal the fact that they could be made for the illumination of a stage play, a street drama, that ensues in various performances in order to even enhance the use of a developmental message. Assessment: 1. Explain with examples the use of folklore and folk arts for the function of communication. 2. Select a folklore segment as you wish, and present a creative message intended for a media use. Glossary Creativity Imagination Concept Image, Imagery Editing 29 Grade 13 Communication and Media Studies 8. Public Relations and Event Management Competency : 8.0 Uses of public relations and event management in one’s day to day work with the understanding that they are practical subject areas. Competency Level : 8.1 Analyses the beginning, the importance and the necessity of public relations. Periods : 08 Learning outcomes : Describes the facts that influenced the inception of public relations. Explains the importance and necessity of public relations. Instructions for planning the lesson: Make use of the facts given below to plan the lesson. Introduction: In simple terms, the public relations is explained as a welfare measure in the attempt to earn goodwill on the part of an individual, making the full use of one’s ideas as well as behaviour. It is also an attempt to win the goodwill in terms of well planned, steadfast ways and means. The term ‘public’ may refer to a group of people living in a particular society, who represent the necessities. They are a group who yearn to fulfil their necessities. These necessities need to be fulfilled by units like groups, states, institutes and/or mediators. The term ‘relations’ may mean the sharing of common ideas, actions, and mutual understandings. These two terms could be linked to a single entity, which envelopes in-depth human qualities. Human beings when living together share their experience as a family consisting of father, mother and children. As anthropologists point out, the strengths of these individuals is an inseparable link. These links give way to public relations. Which can be seen in the moulding process of the units known as public. The evolution issues in a society too give way to public units. These units consist of such complex factors known as educational, religious, cultural, political and economic. The very same factors give way to the development of complex unit of mutual human relationships as well as strengthening them. As the strengthening of these units into enterprises, institutes, organisations, are observed, the subject area of public relations too is to be observed as a discipline in the same manner more scientifically. In order to gain more attention towards a particular special unit and to gain the 30 Grade 13 Communication and Media Studies attention as intended to the same unit, the concept of public relations had paved the way. This achievement is directed as an empowerment entity. It is the public relations that extended power to all these units. The spread of the concept of public relations too is a dependent factor related to the functions of these units. As such, public relations is not an isolated entity. It is enveloped with a message that is communicable. The concept of public relations has spreaded into various social units such as trade and commerce, business dealings, hospital services, associations, companies, states, administrative services and non-governmental organisations. They have proved to improve the quality of services rendered to the public at large. This too had given stability to run the services in a better manner as well as spreading the intended services to the fields in need of such services. Origins and growth of public relations There happened to exist various types of social relations in the ancient social order. They are basically developed on the needs and requirements of humans, in interaction. Public relations go back to the history of about 4000 years. In a cuneiform clay tablet found from Iraq, one finds a series of advices as given by the rulers to the members of the public sphere. The attempt of the advice includes the questions as to how one could reap the harvest, how the irrigation methods could be affiliated, in order to yield better results in the process of cultivation. The historical document is a sufficient indication that shows the relationship that existed between the rulers of a state and their subjects, known as citizens. cuneiform The public came to know how Julius Caesar, the statesman came to rule Rome with the help of people of the state. He had utilised a formula to win the hearts of people by a technique that goes as “Ven - I came”, “Vid - I saw”, Vic - I conquered. It is clear how Greeks and Romans used the techniques of public relations skills in order to broaden the promotion of cultural factors. This resulted in the developing the understanding of poetic visions, that came to be described among its members of public. 31 Grade 13 Communication and Media Studies In our indigenous situation, the concept of ‘at kam’ or rendering a hand in hand measure in cultivation, the bestowing of land for cultivation to farmers, the giving away of gold and silver awards, symbolises the status of honour gained. The insight studies and research leading to these indigenous aspects of public relations may help foster the further development of the subject in the discipline. As a concept, the subject of public relations developed in the European context, after the industrial revolution. The growth of the phenomenon is a result of the formation of industrial units such as work places and factories. These units where humans were employed need a sense of conflict management. In order to address the issues, it was the public relations that came to be put into action as a suitable measure. In America, in the state of Pennsylvania, there occurred a railway strike and a strike in the Coal mines. More than one hundred thousand people were participated in the strike under the leadership of Ivy lee. He is known as the person who activated the first public relations unit in 1904 in New York. Lvy lee (1877 - 1934) A special attention was drawn to public relations except during and after the first and the second world wars. In 1942, as the second world war triggered off, Elmer David was said to have established a unit in order to disseminate war information. From this unit there came out various types of support to the masses by way of getting to know in keeping terms with public relations. In 1945, Edward L Bernays published a book titled Public Relations. The book included facts pertaining to the theoretical aspects of public relations. Furthermore, Bernays attempted the role of ethics in relation to public relations. Edward L. Bernays ‘Public Relation’ (1881 - 1995) book written by Bernays 32 Grade 13 Communication and Media Studies After 1950, as public relations got widened as a subject around the world, most universities included this topic into the currirculum. Today the subject of public relations is included in subjects such as economics, political science, social sciences environment, culture, etc. The two scholars, namely James Gruing and Todd Hunts designed four models taking into account the historic development of the subjects. They are as follows: 1. Press Agentry/Publicity Model - This indicates the nature of those beginning of the press agencies that influenced the public opinion. - The idea of the concept of promotion and how it came to be included in media world. - How it tempted to at times in exaggeration rather than the presentation of the truth. - The visualisation of one way communication flow. 2. Public Information Model - This underlined its need to know the genuine, truthful news. - Understanding the fact that the communication should not underline or hide what is to be informed. - The understanding of the nature of its one way flow of information. 3. Two way Asymmetric Model - In 1900, the increasing level of commodities at the competitive behaviour akin to the concept of promotion. - The imposing of distribution communication on the target audience. - The impact of the scientific motivation studies and the use of psychological use of techniques. - The development of the two way communication flow. - The necessity to gauge the imbalances created through the same. - How the same flow tends to create an adverse effect as well as effective environment in the communication process. 33 Grade 13 Communication and Media Studies 4. Two way symmetric Model - The dawn of 1980 shows the development of the subject of public relations. - How effects come to be adverse, and how ethics tend to be underlined. - Explanation given to public relations and the impact on ethical codes. - The ideology of need to change understood by the propaganda organisations. - The need to inculcate the understanding that exist between the organisations and the recipient. - The development of such areas as conflict resolution, discussions, seminars, discourses, event management etc. - The aspects of mutual understanding, mutual dignity and respect to each other. - The subject of Public Relations gaining an effective tool in communication. The need for public relations and its significance The public relations have to be utilized in order to bring about more effective results as a communication tool, in a particular unit section of the society. In the direction the following functions could be observed. Philip J. Kitchen in his book titled, ‘Public Relations: Principles and Practice’, the basics and the significance are shown as follows: - Public Relations contributes a lot as a management function. - Public Relations as an activity and envelopes several objectives into practice in a wider perspective of its performance. - Public Relations activate in a two way process and as a mutual force. - Enlightening the consumer on the need for public relations not as an isolated personal manner, but as a need for awareness. - The relationship emerges from the Public Relations is not for a short term but it’s a long term phenomenon. In addition, arises the following: - The need for the part of an institution to build up the relations between the public and the unit or the organisation concerned. - To discern the art of providing the goodwill and the spreading or widening the understanding that should exist between the public sphere and the concerned unit or participation. - To understand the public conscience and the impact of the same on the function of partial objectives of the unit concerned. - To help design a communication formal links suitable as a link between the public and the unit concernd. 34 Grade 13 Communication and Media Studies The following are the situations where public relations are needed - to maintain coherence in order to build a better concern on public existence. - to elevate the public participation as a collective measure taking into consideration of the factors such as actions, problems, and victories. - the need to introduce new products and/or new services. - to overcome during the instances where there is observable confrontations that may occur, in a competitive manner. - to bring about peaceful settlement that occurs when conflicts between the organisations and their stakeholders. - to minimise the fraudulent damages done to a particular image built in an organisation. - to impart necessary knowledge in a disasterous situation, and pacify and bring about a better settlement. - to control the impending threats brought about from time to time. - It is felt desirable that through advertisements, public concern could be sparked on this subject. It is necessary to pinpoint some of the factors as laid down by Joseph R. Dominick, 2010. - It is shown that the affiliation that lies in the two areas of advertising and public relations is the persuasion and/or motivation. - Public relations is a management activity. But the advertising is seen as a distributive promotional measure. - Advertising makes use of mass media channels, while public relations makes use of the mechanics and others through communicative measures. - Like public relations, the concept of advertising does not follow interpersonal connection techniques, and does not depend on it. Sponsorship is necessary for advertising. This means that advertising is encircled in finances or monetary means. But it implies that public relations is not directly linked to the same. Assessment: 1. Trace the background to the origin of public relations. 2. Discuss with examples, the need for public relations in a given institute or unit. 3. Provide five (5) examples to explore the existence of indigenous concept of public relations. 35 Grade 13 Communication and Media Studies Competency Level : 8.2 Defines the term ‘public relations’ Periods : 06 Learning outcome : ·Defines ‘public relations’ Instructions for Planning the Lesson: Paying attention to this subject, it is necessary to trace several knowledge streams. The salient factors are, the great religious teachers, philosophers, educationists, and social scientists. Quite a number of scholars belonging to various types of fields have brought about ideologies on the subject. At the same time, definitions too are laid down. Some of them are as follows: 1. Webster New Collegiate Dictionary: Public relations is a phenomenon that lays emphasis on the knowledge imparted by a person or a company, or a unit in order to bring about good will. 2. Edward L Bernays, a scholar who was a pioneer in the subject: He said: Public relations may mean the motivation of people through message designing in order to promote a particular project or a situation or an opinion. 3. Charles Placard, an expert on saleability and advertising: Public relations is a means by which an action is laid down with a restraint mind and a reflect for morale. 4. Sam Black, a British expert on Public Relations: Public Relations means the approach of a particular organisation as the members of a society in order to alleviate all the internal and external impediments that cause a disruption in mutual relations that ought to link them. 5. British Chartered Institute of Public Relations: The concept of public relations could be understood as the means by which an organisation promotes its objectives that link it as the public at large, in the most firm manner possible. Public Relations include several factors, among them, social, organisations, promotion by advertisements, designing messages, news, gauging the feed back use of media channel, and the audience response etc. 36 Grade 13 Communication and Media Studies Public Relations could be understood as the pair of ears and eyes, in a particular unit of work, because of the attraction towards a particular unit on the aspects of public attitudes and the recognition paid to it are gauged and observed. Conversely, they are very factors that go into the moulding of the public opinion in that particular unit. Assessment: 1. Define Public Relations. 2. Collect three definitions provided by the experts in the field of Public Relations, using those definitions present an interpretative analysis on the concept of Public Relations. 37 Grade 13 Communication and Media Studies Competency Level : 8.3 Describing with understanding the public relation situations. Periods : 06 Learning outcomes : Explains instances of public relations with examples Instructions for planning the lesson: Use the following subject matter and plan lessons. Imagine that a certain unit or workplace activities Public Relations for the purpose of promoting the aims and objectives to their shareholders. The purpose concerned is an image building function. This function could be subdivided into several units. 1. State Public Relations When a state has connections with two or more other states as a ruling concept, it becomes an international activity and sharing common interacts between two or more states. This enables a sort of international public relations. Accordingly, the following factors have to be adhered. - The foreign policy of the state. - Establishing various types of international organisations. - The links that need to be developed with foreign embassies. However, this context one finds that the inter-relations are not quite suited to meet the demand of the international relationships. Furthermore, some of the internal organisations have already adopted the administrative objectives of the governing body. Thus, some measures have to be taken in order to share the views of the desirous other states. In this context, it is found that some units are directly linked with state, while there are several non- governmental in nature. At this juncture, the following facts could be taken into consideration: - the international legal systems - the licensing procedure - the ethical codes - political hierarchical management - the function of the motivator and the acceptance of those who were motivated. 38 Grade 13 Communication and Media Studies 2. Institutional Public Relations Institutional Public Relations mean the links that are observable in the creation of relationships with those external forces and its internal units. In this juncture, the following factors could be seen. - Workers - Community members - State representatives - media - Consumers/recipients - Investors/resources The main aim is to make firm links with the said institutes, help those units where necessary with the interrelations. A further set of factors are also observable in this context. - The integrity of the unit concern - The agreement or term arrived - Varying type of opinion makers - Media (Mass and New) 3. Professional Public Relations It is also observed that the concept Public Relations also transcend its mere layer of a subject area. One of the reasons being that it is seen in the same role in developed countries that the Public Relations area achieves a higher level of ascendancy from the point of view of administrative structure as well as its professional work stabilisation. As such, several factors have been laid down to study the situation. They are as follows: - The links that exist between Public Relations and professionalism - Research activities and knowledge - Training and work divisions - Behaviour patterns - The credibility of the person engaged in the work - The knowledge on international matters - Social responsibility 39 Grade 13 Communication and Media Studies 4. Business Public Relations The Public Relations that enters into the field of profit making business ventures could be observed. In order to develop such ventures, certain Public Relations measures have to be taken into consideration. In order to attract the consumer, several methods have to be adopted. The following are some of them: - The introduction of a new commodity or a service. - To achieve a degree of victory at a competitive moment or a moment of conflict. - Eradicating the conflicting ideas of the stakeholders. - To minimise the blemishing effect of the image gained hitherto. In this context, several Public Relations techniques are utilised. - Providing discounts - Special promotional schemes - Paving the way for Co-operative Social Responsibility - CSR - Attention drawn via media - Creating trade exhibitions - Maintain Media relations links - Sponsorship 5. Media Public Relations Media play a vital role in the affiliation of the creation of goodwill between the organisation and the public in the creation of an image. Today, the situation has shifted out from mass media frame to the new media frame. In this context the personalisation such as media representatives, media users, the communicators, specialists, writers, computers, photographers, scriptwriters play a significant function in the needed direction of the fulfilment of objectives. The following factors are required to be utilised as the strategies. - press releases - press conferences - photo announcements - video dispatches - short media presentations - pre promotional notifications - propaganda programmes 40 Grade 13 Communication and Media Studies In addition, the following areas could also be notified. They are, training sessions, recreation occasions for media persons, prize awardings, sending greetings. They could be utilised as strategies for building a better climate in public opinion formation. Assessment: 1. Clarify with examples, the situations that could be discerned in public relations. 2. Consider your school as an institute which is in need of public relations, and prepare, a multimedia presentation to the class room. 41 Grade 13 Communication and Media Studies Competency Level : 8.4 Recognizes and uses instruments and strategies of public relations Periods : 10 Learning outcomes : Recognizes and describes instruments and strategies of public relations separately. Uses instruments and strategies of public relations when the need arises. Instructions for planning the lesson: Make use of the facts given below to plan the lesson. There are a number of tools that could be used to build Public Relations. They tend to change from unit to unit and also from person to person. There are Public Relations tools that could be used as one-way flow as well as two-way flow. Following are some of the factors that go into the one-way flow. Tools Techniques News Release............................ Complements Media Kit............................ Awards Booklets............................. Incentives Leaflets............................. Advocacy News Letter............................. Funds Annual reports............................ Public Opinion Research Photographs............................ Special Event Management There are tools for the two-way flow that go as follows: - Video conferences - Distribution of video news - Webcasting, websites, email, social media networks - Electronic media magazines - Electronic media centres It is observed that the two-way communication flow tends to be more successful than the one-way communication flows in the case of opinion formation between the unit and their stakeholders. The beneficial measures are seen as more resourceful than the one-way communication flow. In the case of Public Relations within a particular unit, one observes a clear-cut link that exists between the owners and the employees. The use of techniques in Public Relations are manifold. Various types of Public Relations techniques, are used. They include technique like email, suggestion box etc. as examples. 42 Grade 13 Communication and Media Studies In the institution based Public Relations system, there is a certain degree of a collective link exists as a link. This includes not only its annual reports, that are ` released, but also a code of ethics, the annual recreation journeys, too are taken into consideration. Knowing the concept of media connections, one has to understand the representation of unit heads, media persons, experts, writers, editors, photographers and others who matter in the Public Relation system. In the case of business communication, one business firm tries to possess links with another business firm in order to gauge better Public Relations links. In this direction the links with persons like, suppliers, buyers, distributors, representatives, traders, newsletters, foreign travels, several other components are made to play a vital role, as tools. By the term community affiliation, one means the initial selection of the community groups, and/or the groups selected from indigenous as other human units living in various places. One has to identify who the community leaders are. The community leaders are helpful in the execution of such activities as holding exhibitions, presentations, sending messages and organising meetings. In addition, formation of small groups, and sports activities could also be included. The subscription project could also be used in this direction. In the investment and monetary dealings, it is necessary to hold it in a friendly basis with those who matter in that field. They coul