CBSE Class 12 Mass Media Studies (835)

1. Part A: Employability Skills

Communication skills · Self-management skills · ICT skills · Entrepreneurial skills · Green skills

• Communication Skills: How to Share Meaning Clearly and Kindly – Communication is sharing meaning between people. A sender encodes an idea into a message, sends it through a channel, and a receiver decodes it and gives feedback. Barriers such as noise, hard words, strong emotions and cultural differences can block or bend the message. We send meaning with words (verbal), with face, eyes, gestures, posture and tone (non-verbal), and with pictures (visual). Active listening — attention, patience, questions and paraphrasing — proves the message arrived. Good communicators adapt to context: formal or informal, spoken or written, and use polite requests, kind refusals, sincere apologies and assertive (not aggressive or passive) language.
• Self-Management: Taking Charge of Your Feelings, Goals and Time – Self-management is the skill of guiding your own feelings, thoughts and actions so you can reach your goals. It starts with self-awareness: noticing what you feel and how strong it is. Then you pause before reacting (Stop, Think, Act) and use calming tools such as slow breathing. Your beliefs and thoughts shape your feelings and actions, so changing an unhelpful thought ('I'm useless') into a helpful one ('I can't do it yet') changes what you do. Good self-managers set SMART goals, plan their time by importance, build healthy habits and bounce back from setbacks (resilience). These skills help in school, friendships and future careers.
• ICT Skills: Office Tools, Internet, E-mail and Staying Safe – ICT means Information and Communication Technology. It is the set of tools we use to make, store and share information: computers, phones, software and the internet. The core ICT skills are: using a word processor to write, a spreadsheet to calculate, a presentation tool to show ideas, the internet to search, e-mail to communicate, and good habits to stay safe online.
• Green Skills: Sustainable Development, Green Economy and Green Jobs – Green skills are the knowledge, habits and job skills that help us live and work without harming the planet. They rest on sustainable development (meeting today's needs while leaving enough for the future). A green economy grows while cutting pollution and waste, often by going circular: make, use, repair, recycle. It creates green jobs such as solar technician or recycling worker. Everyone can use green skills through the 5 Rs: Refuse, Reduce, Reuse, Repair, Recycle.

2. Selling and Marketing a Product through Advertising

Advertising

• Advertising – Advertising is a paid, non-personal message from an identified sponsor, sent through mass media to persuade a target audience. It follows a communication process: advertiser → message → medium → audience → feedback. Its aims are to inform, persuade and remind, and a good ad moves people through AIDA: attention, interest, desire, action. Ads can be of many types (product, institutional, public service, comparative) and forms (print, broadcast, outdoor, online). Firms choose media and exact supports by reach, target, cost per thousand (CPM) and message. Other communication tools are direct marketing, sales promotion, sponsorship and events.

3. Introduction to the Production Process

Production process

• Media Production: How a Media Product Is Made – Media production is making a media product, such as a video, podcast, poster, website or magazine, for a purpose and an audience. It starts with a brief: what the client wants, for whom, by when and on what budget. Producers research their target audience (age, interests, where they spend time) and choose the platforms that reach them. Production happens in stages. Pre-production: idea, research, script, storyboard or mock-up, shot list, schedule, permissions. Production: filming, recording or photographing, using shot sizes, angles, lighting and sound with purpose. Post-production: editing, adding music, graphics and captions, and checking quality. Distribution: publishing on the right platforms, often as a cross-media campaign where products link to each other. Finally, producers evaluate using audience feedback. Good media is legal and ethical: respect copyright, get consent, avoid stereotypes and be honest.

4. New Media

New media

• Digital Media: How Pictures, Sound and Video Become Numbers – Digital media is any picture, sound, video or animation stored as numbers on a computer. A raster image is a grid of pixels, each stored as red, green and blue values from 0 to 255. Vector graphics store shapes as maths, so they stay sharp at any size. Video and animation are many frames shown quickly. File size grows with resolution and colour depth, so we use compression. When we make or share media we must respect copyright, licences and people's image rights, and work safely and critically.

5. Creative Contributions of Key People

Key contributors

Coming soon