Q) WHAT IS JOURNALISM?

A) Journalism is the activity of gathering, assessing, creating and presenting news and information.

1- ACTIVITY:
 NEEDS ENERGY -> FUNCTIONAL -> to do something

i) BOOTS ON THE GROUND:-

 Covering the event/issue physically present there and provide the accurate information.

ii)TABLE STORIES:-

 Journalist go for table stories in PAKISTAN which means collecting information from internet or
from fellow people.

iii)JOURNALISTIC OATH:-

 Never make a commitment never reveal the identity of the person who gave you the
information. If that person doesn’t want to reveal their identity to be revealed.
 Never give a name and protect the source and respect the source.

2- GATHERING:
 Monitoring services  contact the source  be physically present to gather the news.

3- ASSESSING:
 Evolution  eg : If there are 150 news stories from a certain area and only 3 pages are
dedicated to that city and space which is not enough for 150 stories. Than the publisher will
publish only stories that are important and cover 3 pages.

=SIDE NOTES

 APP  ASSOCIATED PRESS OF PAKISTAN.

 ARCHIVE  Library for footage.
 PRINT MEDIA  Newspaper  missing stories  stories missed by newspaper.
 People read each other’s newspaper to see if they missed a story.
 What seems important to you might not be important to me
  Journalism is all about taking decision about new stories and information  decision on what’s
important.

4- CREATING:
 Production of news  language style  structure of a news story.

Language Style:
 Journalistic language  simple clear and brief language
 Use the language and story style according to our people and there targeted audiences intellect
level, emotional level and qualification
 Information that’s important is usually dropped

STRUCTURE:
 Inverted pyramid style  for new style

 Most imp info 

 Important information  (UPSIDE DOWN PYRAMID)

 Least imp info 

Most imp info     initial para

Important Info     further details

Least important info     Background/conclusion

MOST IMPORTANT INFORMATION:
 Initial paragraph  foundation for new story  background.

FIRST PARAGRAPH:
 Initial  lead or intro  we write/tell.

5W’s + 1H RULE FOR INITIAL PARAGRAPH:

 What has happened?
 Where has happened?
 Why has happened?
 Who are the victims?
 What is the impact?
 How it has happened?

FURTHER DETAILS:
 Body of the story.

LEAST IMPORTANT:
 Last paragraph  background  conclusion
 Journalism  creation of new story.

Q- WHAT IS BYLINE STORY?

 New story published with the name of the reporter

BEAT:
 Specific theme designed by editor to reporter for coverage.

5- PRESENTING STORY:
 Further editing of a news item  language  content of a new story  making headlines or
sub head

Headlines:
 Headlines comes from intro or leading paragraph.
 Headlines that cover from one end of the page to another are called banner headlines usually in
urdu newspaper and rarely in ENGLISH.

Journalism:
 Journalism is the profession of reporting, writing, editing, photographing or broadcasting news.

Identity of journalist:
 Journalism is a professional degree. Anyone can enter into the profession of journalism

JOURNALISM:
 Different people cover same event/issue but their thinking/feelings will be different and should
be supported.

TILT:-
 Includes your own bias in a story and twisting the facts in any section views or news.
  Journalists don’t have any religion, background and sect etc.

NEWS/VIEWS;
 Aim of journalist

NEWS: news pages or bulletins

VIEWS: Talk shows (Radio, TV, Website)

Reporting News:
 Reporting news from radio or TV (electronic media)

Writing:
 (Print media, electronic media) news paper

Story Board:
 Base of making a package for a TV, documentary or movie, drama for TV.
 News are something we share while views are something the source shares to the public.
 News only inform you about the event.
 Views are where people are guided about the event.
 They guided to make sensible/rational decision and aware people.
 Function of journalist is to observe diversity.
 DIVERSITY: To give access to different segments of society

JOURNALISTS:

 Give voices to voiceless people.

 We talk different people and give them a platform to voices their thoughts just to observe
diversity
 The more media coverage to more people come and join

PSEDUO EVENTS  FAKE EVENTS

 Journalist should cover things that are important reporter for coverage.

Don’t blame the people blame the system?

 It is the road/map of making TV news package, documentary, movie or drama.

ROAD MAP:
 Political terminology. This person has actually announced the program of how things will take
place.
  Telling something to someone before head.

STORY BOARD FOR TV, NEWS PACKAGE.

S.NO AUDIO NARRATION TIME

1 NARRATION STUDENTS ENTRING UNI ALSO 15 seconds

WEARING MASKS

2 (SOT) SOUND ON HIM/HER SPEAKING MEDIUM 10 seconds

TAPE STUDENTS SHORT/CLOSER SHOT

3 PTC (MID) 10 to 12 seconds

PIECE TO
CAMERA

 All these people are called journalistic those who work in all parts of news (like editing,
rundown, broadcast) as well.

MEDIUM SHOT  UPTO YOUR WAIST

CLOSER SHOT  ONLY FACE SHOT
ESTABLISHED SHOT  FULL BODY

PTC:
 When a reporter comes in front of the camera to say something important and it can be in the
start, middle or in end

STORY BOARD:
 For making the base/map of your news report.
 Same story board technique is applied in making of drama, documentary or movie

AVERAGE REPORT TIME  1.5 minutes maximum

NEWS:
 News is some info about an event and reporting is communicating the news to people.

BROADCASTING NEWS:
 NLE (non-linear editing)
 Rundown  A roadmap of a news bulletin.
 All these people are called journalist those who work in all parts of news (like editing, rundown,
broadcast) as well.
 HISTORY OF JOURNALISM

JOURNALIST:
 Try to find ugly meanings in beautiful things.

ARTIST:
 Try to find beautiful meanings in ugly things.

“NEWS IS SOMETHING THAT WE WANT TO HIDE FROM OTHERS, THE REST IS PUBLISHING”

PRESS CONFERENCE:
 Talk with the journalist by a prominent or common/poor person and usually held in press clubs.

PRESS BRIEFING:
 Talk with the selected journalist by a prominent person.

ORIGIN/HISTORY OF JOURNALISM
ORIGIN:
 It’s all started with the birth of first human being.
 But it emerged during the rule of ROMAN EMPIRE.

ROMAN EMPIRE  ITALY  BASED ON CHRISTIANITY.

EASTERN ROMAN EMPIRE:

 Based on Istanbul.
 Holy place HAGIA SOPHIA.
 Survived for 11 centuries.

WESTERN ROMAN EMPIRE:

 Based on Rome.
 Holy place VITICON-CITY.
 Only survived for 3-4 centuries.

AITA DIURAMA  First news sheet of Roman Empire.

 Information related about the prominent people is published on a sheet called news sheet.
 Information was published on news sheet on prominent place.
PROMINENT PLACE:
 A place selected to publish news which can be place where a lot of people gather.
 Verbally sharing news lead to the opening emerging of electronic media.

MUSIC ATTRACTS PEOPLE THAT’S WHY NEWS CHANNEL HAVE A PARTICULAR MUSIC
THROUGH WHICH PEOPLE CAN TELL THAT IT’S A PARTICULAR NEWS CHANNEL.THE NEWS
CHANNEL ALSO HAVE THE COPYRIGHT TO THAT MUSIC

BGM  BACKGROUND MUSIC

3 MONTHS NEWS PAPER  QUATERLY NEWS.

7 DAYS NEWS PAPER  WEEKLY NEWS.

14 DAYS NEWS PAPER  BIWEEKLY/FORNIGHT.

AFTER A MONTH/30 DAYS  MONTHLY.

DAILY NEWS  IN A DAY.

TWICE A DAY  MORNING EDITION (AM NEWS) EVENING EDITION (PM NEWS).

{AM NEWS  NEWS FROM THE LAST NIGHT}

{PM NEWS  NEWS FROM MORNING TO AFTERNOON}  ALSO KNOW AS SISTER NEWS
PAPER.

 In economist weekly newspaper, they have no byline news.

 You won’t find the name of the reporter journalist who collected the news.

First weekly newspaper was published in 1622.

1702 GERMANY first daily newspaper named as THE DAILY COURVANT.

MASS COMMUNICATION:
 It is a type of communication that aims to send a message generated by a source to the

SOURCE MESSAGE

s  M  C  R

CHANNEL RECIEVER
(CAN BE HUGE PUBLIC)
 MODEL OF COMMUNICATION.
CHANNEL:
 Radio + TV + newspaper + magazines + website etc  medium

JOURNALISM:
 Only condoned to news and views about certain events or issues shared with people through
mass media outlines  restricted.

MASS COMM IN THE PRESPICTIVE OF JOURNALISM:

 Broader  it is not restricted like journalism. It’s about public relation (PR). PR is not part of
journalism but is part of mass communication. Advertising is also part of mass communication.
Movies documentaries etc is also mass communication.

JOURNALISM IS PART OF MASS COMMUNICATION AND MASS COMM IS BROADER THAN JOURNALISM.

PUBLIC RELATIONS:

 Public relations are the deliberate, planned and sustainable efforts made to maintain a mutual
understanding between the organizations and the public.

ORGANIZATION:
 IE (UOP)
 Aim is to have a good image the university students.

PUBLIC:
 IE (students)
 Public benefits the organizations.
 Without the public organization won’t be anything.

PUBLIC RELATION OFFICER:

 To promote a good image of organization among the public is the sole purpose of public
relation.

 Organizations practice public relations to have a good image for its public and the one who
helps in practicing PR [public relation] is public relation officer

 So we go for actions that we think are fruitful it can benefit both organization and public as well.
  Usually organization benefits both public and people within the organization.

STEPS FOR JOINING AN ORGANIZATION:

i- RESEARCH:
 To understand the present image of the organization and the issues people are facing
 Causes/reason if organization is liked or not
 To know causes/reasons we need to go to the public for the survey.

ii- PLANNING:
 Policies (actions) that are need to address if there are any problems. We need to address the
problems by going for some activities
 Time and place for more impact and who will be actually involved well all of this is strategic
communications.

iii- COMMUNICATION  message to the public.

Q- WHO IS THE TARGET AUDIENCE? (IE FEMALE).

(ISSUE FEMALE EMPOWERMENT)

EVALUATION:
 Assessment of the activities. We do the research again and try to find the impact of our
activities.

Advertisement:

PAID ACTIVITY:
 Advertising is any paid form of non-personal presentation and promotion of ideas, services and
goals by an identified source through an identified medium.

 ADVERTISING  SELLING HOPES  FAKE HOPE

 COMMERCIAL  BEAUTY PRODUCTS (FAKE HOPES)  PROMOTE RACISM
 BEAUTY OWN PRESPECTIVE/OWN OPINION/WHATS APPEAL TO YOU THE MOST.

 “Advertising is a sort of communication in which one group supplies needs according to the
desires of the other group.

OWNEROF THE PRODUCT. CONSUMER OF PRODUCT

KNOWS WHAT THE NEEDS OF THE

CUSTOMERS/CONSUMERS ARE.
  Q- HOW DO THEY KNOW?
 They do a proper research.
 They go to the shops to know what’s selling the most. (like doing a survey)

“ADVERTISING IS THE DISSEMINATION OF INFORMATION CONCERNING OR RELATED TO AN IDEA,

SERVICE OR PRODUCT WITH AIM TO COMPELL ACTIONS IN ACCORDING WITH THE INTENTIONS OF
THE ACTIVITY”

PROPOGANDA:

 Leading false information about someone is called propaganda.

 Misleading news or information to keep us down (motive) so we don’t feel good in the eyes of
others.
 It is a technique of influencing human mind to have a desirable actions on part of receiver and it
is done through manipulation of representation which may be spoken, written, political or
musical form
 Propaganda is not natural. It’s a human activity to influence human mind to persuade people to
agree with us
 People who generate propaganda have a lot of info/knowledge about/on the psyche of the
people

MANIPULATION:

 Exaggeration of something is known as manipulation.

 It is not a real or natural content. Something which is mostly negatively edited we gave other
meaning to same content.

Spoken:
 Face to face communication.
 We try to manipulate things because we have purpose.

WRITTEN:

 It becomes the part of history and we read it again because its recorded and it is very important
and has a very big impact.

POLITICAL:

 A picture can be manipulated in many ways.

MUSICAL:

 Music can also manipulate things that are not how they are.
OBJECTIVES:
 To mobilize hatred against enemy (negative image of our enemy in the eyes of the public).
 To preserve the friendship of allies through lies.
 To demoralize the enemy (in war situation)

PROPOGANDA DEVICES:
 DEVICES In which ways/forms propaganda can be practiced or exists.
 Propaganda can be in PR, advertising, journalism, politics, daily life etc

TOOLS:
 NAME CALLING  Giving/associating a person or idea/ideology or any phenomena a bad name
 PROPOGANDA Mostly in daily life or politics(eg Musharraf, Mulana fazlul rehman, syed
masoom shah)
 GLITTERING GENERALITY Associating something with the product to make it acceptable for
the people without examine the evidence.

CLAIM  POSITIVE QUALITIES  product

 People try to make a particular thing/product god even if it’s not and they try to overcome
negative claims.
 Eg- Advertising  try to makeup things that are not even true.

 TRANSFER When you respect someone transfer carries the prestige or respect of something
and then associating it with another product to make the product acceptable in the eye of
public.

NOBLE
PERSON  PRODUCT  PEOPLE

 We use authority/prestige/respect that noble person has within people to make the product
acceptable b/w the people
  CARD STACKING Use of selected facts and figure to support one’s point of view.
 Not explaining full situation to people not relying on full info but selected info that would
benefit them.
 TESTIMONIAL  Giving eye witness account when well-known people start supporting or
criticizing a particular politician, party or any issue.
 Popular person in a society is not only famous but is influential as well so political parties try to
rely on such people to gain sympathy or people’s support.
 PLAIN FOLKS Propaganda device mostly used in politics where you try to give impression to
the people that any idea or any planned program movement is good for them.
 Political parties starts program and try to give impression to public that this programmer is only
for them and will give them benefit.

ETHICS Vs LAWS:

 CODE OF CONDUCT Moral principles designed by the organization for the professional boost
of its employees and smooth working
 Organizations always lays certain rules for the professional soundness of its employees and
organization it self

LAWS:
 Laws are rule laid down by a state and it bounds the citizen to follow it.

ETHICS:
 Code of conduct is voluntary it’s your own decision if you want to follow the principles or not.
There will be no punishment if you don’t follow it but it will surely damage your image/
 1- TRUTHFULLNESS Exactness of facts and figure whenever you publish or broadcast in your
own story should be accurate and verified.

THERE IS NO ROOM FOR ASSUMBTION

TRUTH FACTS
Process that lead Proven
us to facts. truth/universal
truth.

 VERIFYING INFO AND TAKING RESPONSIBILITY As a journalist it is important to verify

news and prove that your info is right by giving proofs and if you don’t verify your news and it’s
not correct than it’s dangerous
 And if you take info from source and if the source gives you wrong info on the command
of someone to create problems for you or damage your image and if you don’t verify
then it will cause a lot problems and chaos
 That is why verification is important. It also mean giving documents as proof.