10801141Introduction to Mass Communication
Course Information
Description
Explores communication in media and media literacy by providing insight into the important issues that confront students as consumers and purveyors of mass media within the workforce and in society. The mass media revolution, including media technologies, the evolution of media content and platforms, including new media, the impact of media communications on business and society as a whole, media bias, and media law and ethics form the basis of the course.
Total Credits
3
Course Competencies
  1. Examine the mass media revolution that has taken place
    Assessment Strategies
    by completing a written or oral assignment, discussions, and/or test
    as an individual or as a member of a team
    Criteria
    learner identifies the three most important aspects of daily interaction with mass media that strongly influences ideas and views of the digital world
    learner describes at least one model of communication that helps individuals to understand mass media messages
    learner assesses how mass media storytelling has changed the Digital Age
    learner describes a good example, which is drawn from current or recent news, of media framing
    learner explains the stages of technological innovation
    learner identifies at least three effects of technology on mass media

  2. Summarize the evolution of mass media in terms of its content and ever-changing platforms, including print, music and radio, film and television, and new media
    Assessment Strategies
    by completing a written or oral assignment, discussions, and/or test
    as an individual or as a member of a team
    Criteria
    Your performance will be successful when:
    learner describes at least two changes that revolutionized the print media industries
    learner analyzes how the music and radio industry has transformed over time
    learner examines the different film genres
    learner describes the evolution of TV
    learner differentiates how new media contrast from what we now call "old" media

  3. Identify how communications in advertising and public relations influence attitudes and beliefs
    Assessment Strategies
    by completing a written or oral assignment, discussions, and/or test
    as an individual or as a member of a team
    Criteria
    learner critiques a product or brand advertising campaign to assess its effectiveness
    learner analyzes public relations efforts to manage a crisis

  4. Examine the business and economics of the media industry
    Assessment Strategies
    by completing a written or oral assignment, discussions, and/or test
    as an individual or as a member of a team
    Criteria
    learner summarizes the relationship between media ownership and media control
    learner categorizes the major business models of mass media
    learner identifies the features that distinguish the business structures of each of the following industries:  publishing, TV and film, radio and music
    learner examines the purpose, the sources of revenue, and the impact of public media (radio and TV) in contrast to for-profit media
    learner examines the significance of the audience's role in the development, production, and distribution of mass media content
    learner analyzes how the Internet is affecting media industries
    learner identifies the key challenges facing the various media industries as they strive to adapt to rapidly evolving media technologies and audiences

  5. Identify forms of media bias
    Assessment Strategies
    by completing a written or oral assignment, discussions, and/or test
    as an individual or as a member of a team
    Criteria
    learner identifies forms of media bias
    learner compares/contrasts the three primary types of mass media bias
    learner separates fact from opinion in news reports and expert analysis of news stories

  6. Summarize media law and media ethics
    Assessment Strategies
    by completing a written or oral assignment, discussions, and/or test
    as an individual or as a member of a team
    Criteria
    learner discusses the historical roots of mass media law
    learner appreciates the First Amendment's role in the evolution of American mass media law and democracy
    learner recognizes the U S  government's attempts at media censorship
    learner articulates the conflict between individual privacy rights and the freedom of the press, as well as the media's legal responsibilities
    learner understands how the Freedom of Information Act (FOIA) helps the media to monitor and report on the actions of government
    learner articulates the relationship between mass media ethics and media law and its influence on media regulations

  7. Assess how communications in media impact culture, including global developments and diversity
    Assessment Strategies
    by completing a written or oral assignment, discussions, and/or test
    as an individual or as a member of a team
    Criteria
    learner outlines how the mass media systems affect democracy
    learner identifies the advantages and disadvantages of the globalization of media and culture with explanations and examples
    learner explains the conflicting role that media plays in perpetuating racial, ethnic, and gender stereotypes and in advancing media diversity

  8. Evaluate mass media literacy
    Assessment Strategies
    by completing a written or oral assignment, discussions, and/or test
    as an individual or as a member of a team
    Criteria
    learner defines the concept/term of mass media literacy
    learner argues why mass media literacy is important