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Mass Communication

Mass Communication | Advertising | Electronic Media | Generalist 
Journalism | Public Relations | Mass Communication Course Listing|

Associate Professors: Dr. Smith, Dr. Johnson 

Assistant Professor: Dr. Farmer 

Adjunct Instructors: Mr. Autry, Mr. Clark, Mr. Cordle, Ms. Masley, Mr. Mitchell, Mr. Stump, Ms. Griffin, Mr. Boatwright, Ms. Nelson, Mr. Cole 

The Department of Mass Communication prepares students to explore mass media as thinkers and practitioners. Students can specialize in traditional areas such as electronic media, public relations, advertising, and journalism or engage in a combination of tracks as a generalist. The program examines ideas such as the role of faith in communication, the nature of good communication and strategies to excel in a mediated world. In addition, the department offers courses in photography, Internet research, Web page design and other applied topics. 

Requirements for a Major in Mass Communication
Mass Communication majors may specialize in one of four areas or sequences: electronic media (radio, television and other electronic media), public relations (internal and external), advertising (account services and creative services) journalism (newspaper and magazine), or they may study a combination of tracks as a generalist interested in convergence media. As stated in the general academic regulations, mass communication majors must have a “C” or better in each course in the major. 

Advertising (CIP 09.0903)

Core: COMM 150, 160, 170, 370, 390 and 470
Concentration Introduction: COMM 213  
Production Segment (one of the following courses): COMM 227, COMM
     327/327L or COMM 381
Writing Segment: COMM 223
Research Segment (one of the following courses): COMM 310 or 380
Departmental Electives: Six hours of mass communication courses at the 200-level or higher, with at least three hours at the 300-level or higher.

Electronic Media (CIP 09.0701)

Core: COMM 150, 160, 170, 370, 390 and 470
Concentration Introduction: COMM 207  
Production Segment (one of the following courses): COMM 227 or COMM
     327/327L
Writing Segment: COMM 217
Research Segment (one of the following courses): COMM 310 or 380
Departmental Electives: Six hours of mass communication courses at the 200-level or higher, with at least three hours at the 300-level or higher.

Generalist (CIP 09.01999)

Core: COMM 150, 160, 170, 370, 390 and 470
Concentration Introduction: (one of the following courses): COMM 207,
     211, 212 or 213  
Production Segment (one of the following courses): COMM 227, COMM
     327/327L or COMM 381
Writing Segment: (one of the following courses): COMM 217, 222, 223 or
     251
Research Segment (one of the following courses): COMM 310 or 380
Departmental Electives: Six hours of mass communication courses at the 200-level or higher, with at least three hours at the 300-level or higher.

Journalism (CIP 09.0401)

Core: COMM 150, 160, 170, 370, 390 and 470
Concentration Introduction: COMM 212
Production Segment (one of the following courses): COMM 312, COMM
     242 or COMM 272
Writing Segment: COMM 222
Research Segment (one of the following courses): COMM 310 or 380
Departmental Electives: Six hours of mass communication courses at the 200-level or higher, with at least three hours at the 300-level or higher.

Public Relations (CIP 09.0902)

Core: COMM 150, 160, 170, 370, 390 and 470
Concentration Introduction: COMM 211  
Production Segment (one of the following courses): COMM 227, COMM
      327/327L or COMM 381
Writing Segment: COMM 251
Research Segment (one of the following courses): COMM 310 or 380
Departmental Electives: Six hours of mass communication courses at the 200-level or higher, with at least three hours at the 300-level or higher.

Requirements for a Minor in Mass Communication  
A minor in mass communication requires the completion of a sequence core and fifteen additional hours of approved courses in that sequence. 

Mass Communication Course Listing (COMM 000) 

150 Introduction to Mass Communication (3)
This course builds on the origins and structures of mass media, their roles in society, and selected theories of mass communication.

160 Speech for Mass Communication (3)
Presentational skills, voice and diction for the mass media professional. Students will complete three speaking performances. 

170 Writing for the Mass Media (3)
This course is designed to help students master the fundamentals of writing for the mass media and includes instruction in grammar, spelling, punctuation, and word usage. Writing for the media differs from other forms of conventional writing. This course is devoted to helping students understand the power of language by focusing on sentence structure and emphasizing clarity, conciseness and unity. (A lab fee is required.)  

207 Introduction to Electronic Media (3)
A survey of radio and television, which includes the history of the industries, programming, sales, management and regulation. This course is a prerequisite for all other broadcast courses. Prerequisites: COMM 150, 160 and Co-requisite: COMM 170.  

211 Introduction to Public Relations (3)
Introduces students to the body of knowledge underlying the public relations process, explores the role of public relations in contemporary American society, and examines both the job skills utilized in the field and the job assignments of public relations professionals. This course is a prerequisite for all other public relations courses. Prerequisites: COMM 150, 160 and 170.  

212 Introduction to Journalism (3)
This course emphasizes the basic skills of journalism. Through a variety of practical exercises, students are taught to recognize, understand, report, and write news. The Associated Press Stylebook is emphasized. This course is a prerequisite for all other print media courses. (A lab fee is required.) Prerequisites: COMM 150, 160 and 170.  

213 Introduction to Advertising (3)
This course exposes the students to the basics of advertising: history, theory, practice, and ethics. The students will also examine types of advertisers and methods of advertising. This course is a prerequisite for all other advertising courses. Prerequisites: COMM 150, 160 and 170.  

217 Writing for Electronic Media (3)
In this course, students will examine the process used in aspects of broadcast writing: concept development, script/storyboard preparation and message propagation. (A lab fee is required.) Prerequisite: COMM 207.  

221 Web Page Design (3)
This lab/course examines the principles and techniques of effective Web page design. The topics include HTML, and Photoshop. During the course, students will create and display their Web pages on the Internet. (A lab fee is required.) 

222 Reporting (3)
This course emphasizes the basic skills needed in entry-level reporting positions with newspapers. The areas covered in the course include information gathering, news judgment, documentation, and news writing. (A lab fee is required.) Prerequisite: COMM 212.  

223 Advertising Copy Writing (3)
This course is designed to help the student develop the practical and creative skills required to write advertising. (A lab fee is required.) Prerequisite: COMM 213. 

227 Radio Production (3)
Among the subjects covered in this course are equipment operation, field and studio recording, editing, and production techniques. The students are required to produce a variety of radio programming elements. (A lab fee is required.) Prerequisite: COMM 217.  

233 Introduction to Photography (3)
The course introduces the student to the basics of 35mm photography. The course will examine camera and film basics, shooting, lighting, production, and the development of 35mm film. Students must provide their own 35mm SLR camera. This course is a prerequisite for all other photography courses. (A lab fee is required.)  

237 Electronic News Gathering (3)
Through this course, students develop the basic skills required to operate portable television equipment and linear video editing systems. Emphasis is on the process of shooting and editing a television news story. (A lab fee is required.) Prerequisite: COMM 217. 

240 Interpersonal Communication (3)
This course is designed to develop an understanding of the complexity of being “in relation” with others through a theoretical lens. Students will be exposed to a variety of interpersonal communication theories, concepts, and research findings in this course, and asked to apply them to different contexts, including using interpersonal concepts in mass media environments.
 

242 Features (3)
Examines the special requirements of magazine and newspaper feature writing. The course includes the recognition, shaping, reporting, and writing of feature ideas in a publishable form. (A lab fee is required.) Prerequisite: COMM 212.  

243 Computer-Based Graphic Design (3)
In this course, students will learn how to use the computer as a graphic illustration and design tool. The course concentrates on the use of the CorelDraw software package. The course will cover logotype design, illustration, graphics, type manipulation, and the creation of original art with the computer. (A lab fee is required.) 

247 Broadcast Sales and Advertising (3)
Explores the process of planning, creating, and selling broadcast advertising. The course covers salesmanship and the creative and technical production processes. During the course, the students prepare a broadcast sales plan. Prerequisite: COMM 207 or COMM 213.
 

251 Public Relations Writing (3)
Study of the reasons for and use of various styles of writing utilized in public relations, and intensive writing practice using microcomputers. Course emphasis is on style, message clarity and appropriateness. (A lab fee is required.) Prerequisite: COMM 211.  

253 Visual Communication within Mass Communication (3)
This course examines the use of aural and visual imagery to communicate information that informs, entertains, persuades and sells. The course includes various forms of mass communication, including print, broadcast, new media, as well as non-traditional methods of communication. Prerequisites: COMM 150, 160 and 170.
 

272 Copy Editing (3)
This practical course is designed to teach students basic copy editing skills. Students are taught news judgment, proofing, copy correction, headline writing, and the other functions of the copy desk. Prerequisite: COMM 212. 

298 Independent Study in Communication (3)
Special projects in communication developed under the direction of a faculty member on a tutorial basis. Prerequisite: Must have permission of department to enroll. 

299 Special Topics in Communication (3)
A special projects course to be utilized for guided research or experimental classes at the sophomore level concerning a topic determined by the instructor. Prerequisite: Must have permission of the instructor to enroll. 

302 Sports Reporting (3)
This course is designed to train students in the basics of broadcast sports reporting. The course will cover sports gathering/writing, sports presentation skills, sports production and sportscast production. At the end of this course, the student should be able to locate and cover local and campus sports events, write original sports stories, conduct/produce an interview, and assist in the production of a game broadcast. Registration requires permission of the professor. Prerequisites: COMM 150, 160 and 170.  

303 Media Buying (3)
This course examines audience estimates and the purchasing of media space and time. It includes the study of survey research, frequency and quintal distribution, interpretation of statistical data, demography, and psychographics. Prerequisite: COMM 213.  

310 Research Methods in Mass Media (3)
This course explores the central role of research in effective mass communication. The structure of the course is designed to aid students in understanding and applying research, hypothesis development, research project design, instrument design, data acquisition, analysis, interpretation, application and evaluation. The course will emphasize the uses of research in advertising, electronic media, journalism, and public relations. Prerequisites: COMM 150, 160 and 170.
 

311 Introduction to Persuasion (3)
This course is the study of persuasion as an influencing agent upon human behavior. It will utilize the critical method to evaluate persuasion and persuasive campaigns.

312 Advanced Journalism (3)
This course emphasizes specialized reporting skills and techniques. Students will learn advanced skills in interviewing, observing, and conducting surveys. Students will be exposed to the basics of interpretive, analytical, and investigative reporting. (A lab fee is required.) Prerequisite: COMM 212.  

313 Advanced Photo Production (3)
This course builds on the skills covered in the basic photography class. The course covers medium format, portrait and color photography. The students work with a large variety of complex photographic equipment. (A lab fee is required.) Prerequisite: COMM 233.
 

327 Television Production (3)
This course examines the basic elements of studio television production: the principles of videography, camera operation, lighting, audio, and production management. Students must take COMM 327 and COMM 327L during the same semester.  Prerequisite: COMM 217. 

327L Television Production Lab
During the lab sessions, the students will work with studio cameras, audio equipment, lighting grid, switcher, VTR’s, and character generator to produce a variety of video programs. Students must take COMM 327 and COMM 327L during the same semester. (A lab fee is required.) 

347 Digital Video Production (3)
Scripting, producing, directing, and editing of longer form, non-news television programs using the tools of digital electronic field production (EFP). Lectures and arranged labs teach the fundamentals of EFP camera operation, lighting, audio, digital editing, and other post-production tools. Each student will participate in origination of two portfolio-worth video productions. Prerequisite/Co-requisite: At least one of the following: COMM 217, or permission of the instructor. (A lab fee is required.) 

361 Advanced Web Page Design (3)
This lab/course builds on the skills developed in basic Web page design. The sites developed in this course use the latest production techniques and Internet developments. (A lab fee is required.) Prerequisite: COMM 221. 

362 On-Line Mass Communication (3)
This course will acquaint students with the various implications of the Internet as the newest mass medium. Students will learn how media outlets, both print and broadcast, are using the Internet and what makes for successful, popular media Web sites. They will also learn how the Internet is evolving as a mass medium, much the same way other media technologies have diffused throughout society.  (A lab fee is required.) Prerequisite: COMM 221. 

370 Issues and Ethics in Mass Communication (3)
Examines some of the major issues faced by professionals in the mass media industries. The issues covered include defamation, regulation, public service, media ownership, and ethical codes. Prerequisites: COMM 204, 211, 212 or 213. 

372 Photojournalism (3)
This course explores the theory and practice of producing news events and feature photographs. Special attention is paid to news gathering, composition, working under difficult situations, and ethics. Students must provide their own 35mm SLR camera. (A lab fee is required.) Prerequisite: COMM 233. 

373 Advanced Computer Graphic Design (3)
This course builds on the fundamentals of computer-based graphic design covered in 243. The course concentrates on the use of the Adobe Photoshop software package. This more advanced course emphasizes the use of sophisticated raster-based and vector-based graphic design and illustration programs. The course also explores the appropriate use of special effects, filters, and manipulation techniques in communication of information. Prerequisite: COMM 243. 

380 Qualitative Research Methods (3)
This course will acquaint students with theoretical perspectives that underpin qualitative study of mass communication phenomena and the specific approaches to conducting research that have grown out of those perspectives. Students will have the opportunity to experience the collection of capta/data for mass communication research by engaging in participant observation research. Emphasis will be on observing and interviewing in a field setting. Prerequisites: COMM 150, 160 and 170. 

381 Publication Design (3)
This course emphasizes the development of basic design skills. The course will cover the creation of basic and advanced publication formats, such as multi-fold pamphlets and brochures, newsletters, logotypes, and small-format newspapers. (A lab fee is required.) Prerequisites: COMM 207, 211, 212 or 213. 

382 Journalism History (3)
This is a survey course designed to enable students to become conversant with the people, events, trends and ideas that have contributed to journalism as it is practiced in American society. As part of this analysis, the social, political and intellectual environment will be included, as journalism does not operate in a vacuum. Students will be introduced to the theoretical and methodological perspectives and tolls that historians use in their analysis and evaluation of historical research. Prerequisites: COMM 150, 160 and 170. 

390 Organizational Communication (3)
This course will examine the principles of organizational communication, focusing on mass mediated contexts. Students will understand the foundations of organizational communication in organizational theory, the relationship of communication, interpersonal relationships and media, the dynamics of organizational culture with applications to mass communication and media industries. Prerequisites: COMM 207, 211, 212 or 213. 

401 Problems in Public Relations (3)
This course will help students with organizational change, the philosophy of systems, cultural as well as functionalistic philosophy of public relations and communication management and conceptualize a unifying public relations and communication management theory. The course will help students enhance skills to overcome current public relations and communication management problems. Prerequisite: COMM 211. 

410 Media Criticism (3)
This course will acquaint students with theoretical perspectives about the sources, effects, and ideologies of the information media; teach students how to formulate and evaluate theory-based research questions concerning aspects of the information media; and help students conduct an in-depth academic research project on an information media phenomenon. This course is designed to improve student skills in the analysis and performance of contemporary public argument. Prerequisites: COMM 207, 211, 212 or 213. 

420 Mass Media Law (3)
This seminar course examines the legal concepts that shape the development and operation of each mass media industry. Further, the course will explore the legal concepts of greatest concern to professionals in advertising, broadcasting, print media and public relations. Registration requires the permission of the professor. Prerequisites: COMM 150, 160 and 170.  

450 Internship (3)
A supervised off-campus work project with an approved agency. Through the internship, students gain practical skills, employment contacts and work experience. Prerequisites: COMM 150, 160 and 170, a major GPA of 3.0 and an overall GPA of 2.5, Junior Standing and approval of the department’s internship coordinator.

470 Capstone Seminar (3)
This capstone is the culmination of the soon graduating students’ education in communication. It provides an opportunity for them to showcase the skills they have gained and the concepts they have learned. They will work together in a cross-sequence project. The campaign they produce will provide them with material for their portfolios as evidence of their abilities. Prerequisite: All other required communication courses at 200 and 300 level.

471 Newspaper Practicum (1)
472 Newspaper Practicum (2)
473 Newspaper Practicum (3)
Students gain practical skills and work experience with the campus newspaper, The Campbell Times. Staff members serve in editorial, reporting, or sales positions. Registration requires the permission of the adviser. A maximum of three hours can be applied to the major. 

476 Yearbook Practicum (1)
477 Yearbook Practicum (2)
478 Yearbook Practicum (3)
The University’s yearbook, The Pine Burr, is produced in this course. Students gain practical skills and experience on the yearbook staff through editorial and reporting positions. Registration requires the permission of the adviser. A maximum of three hours can be applied to the major. 

498 Advanced Independent Study in Communication (3)
Special projects in communication developed under the direction of a faculty member on a tutorial basis. Prerequisites: Must be junior or senior majoring in communication. Must have permission of department to enroll. 

499 Advanced Topics in Mass Communication (3)
Advanced study of contemporary theories, methods, practices, processes, or issues related to the field of mass communication. Topic varies. Prerequisites: COMM 207, 211, 212 or 213; Junior Standing.

 

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