DEPARTMENT OF MASS COMMUNICATION

Broadcast Journalism | Broadcast Production | Media Sales and Management | Print Journalism | Public Relations | Mass Communication Minor | Course Descriptions

Chair: Janet A. Bridges (936) 294-1341

Faculty: Michael Blackman, Rene Chen, Tony DeMars, Hugh Fullerton, Mickey Herskowitz, Richard Kosuowei, Ruth Pate, Mel Strait, Wanda Reyes Velazquez, Christopher White, Patsy Ziegler

Information: (936)294-1341; Dan Rather Communications Building 123

Website: http://www.shsu.edu/~com_www/

The Department of Mass Communication offers five interrelated emphases: Broadcast Journalism, Broadcast Production, Media Sales and Management, Print Journalism, and Public Relations.

Journalism, whether print or broadcast format, is vital to the operation of a democracy, because it furnishes the information that citizens must have to participate in their own governance. The business side of mass communication is also important, as it enables not only journalism but also non-journalism, media activities to exist. Public relations provides a mechanism for organizations to communicate effectively with both journalists and other organizational publics; broadcast production provides both the mechanism and the techniques needed for electronic communication to take place, and media sales and management are the backbone of any industry, including the media/mass communication industries.

Recognition of the critical importance of journalism as well as these allied fields is the driving force behind the programs offered in the Department of Mass Communication. Our department’s degree emphases offer the opportunity for students to develop the specific skills, background and experiences demanded for a smooth transition into this working world of mass media.

Mission

The mission of the Department of Mass Communication is to acquire, synthesize and disseminate knowledge related to print, broadcast and other forms of electronic communication for the purpose of producing media literate, socially aware, professionally competent graduates. Program emphasis is on the preparation of ethical and technologically proficient communication professionals who are capable of making a positive impact on their environment and on society. Our graduates will acquire the skills for today’s media marketplace and also develop the broader, theoretical background for:

• Negotiating convergence in the communication fields;
• Communicating with and servicing diverse populations;
• Understanding the economic and political pressures on professional integrity; and
• Intelligently assessing and interpreting unfolding events.

Academic Programs

• BA in Mass Communication
• BA in Multimedia Authoring and Communication**
• BS in Multimedia Authoring and Communication**

** Multimedia Authoring programs are no longer available. Students already admitted to a Multimedia Authoring and Communication program should see Jim Barker at the SAM Center or Tom Seifert in Photography.

Highlights

The Department of Mass Communication offers a comprehensive blend of courses to prepare students for media production and reporting, media-related decision making, audience assessment, mass communication theory, and other professional development areas. Our department curriculum introduces our students to each of the five emphasis areas during their first year in the mass communication program. During the remaining three years, classes are offered that include digital audio and video editing, newspaper-style writing, research techniques, communication law, media marketing, script writing, global communication and broadcast journalism. Students with a major or minor in the department will have the opportunity to work with departmental media: KSHU FM, KSHU TV-7, The Houstonian newspaper, or the Alcalde yearbook as part of their college experience.

Suggested Minors

Students in Mass Communication should select a minor compatible with their professional plans. Therefore the list here is only representative, and students should discuss their career plans with an advisor. Minors in Management or Marketing are desirable for public relations, broadcast production and media sales and management emphases. History, English, foreign languages, sociology and other social sciences are helpful to all emphases. Both print and broadcast journalism and/or public relations emphasis students could benefit from a special-interest minor such as political science, community health, finance, and banking and financial institutions.

Career Opportunities

Career opportunities in Mass Communication vary as widely as our internship opportunities. Traditional preparation is for a reporting or editing position with a newspaper, television or radio station, magazine, or professional newsletter. Mass Communication graduates may also develop careers with public relations and advertising agencies, with corporate communication programs, and within government, hospital and other institutional settings. Graduates can affiliate with nonprofit agencies, and some move into sales and other promotional positions. Graduates may also work with training programs and interactive media. Student Organizations and Activities The Department supports student chapters of the American Advertising Federation (AAF), the National Broadcasting Association (NBS), the Minority Multimedia Group (3MG), the Texas Association of Broadcast Students (TABS), the Public Relations Student Society of America (PRSSA), and the National Association of Black Journalists (NABJ).

Internships and Study Abroad

Junior and senior level students who meet minimum requirements may enroll in semester-long professional internships. Students have interned nationally with CBS News, Entertainment Tonight, ESPN, David Letterman, The Jerry Springer Show, MTV, Disney World and KTLA News in Los Angeles, plus many professional sites within Texas newspapers, advertising agencies, broadcast stations, and production houses. Examples of these Texas sites include the Conroe Courier, The Victoria Advocate, Pierpont Public Relations, the Houston Symphony and the Texas State Senate.

Scholarships

Many scholarships are available both for incoming freshmen and for outstanding undergraduate students continuing in the program. Most scholarship deadlines are March 1 for the following academic year. Please contact the Department of Mass Communication or visit http://www.shsu.edu/~sfa_www/ scholarship.html#masscommunication.

Program Specific Requirements

All students in the Mass Communication Program will complete a departmental five-course core that provides a foundation for success in any of the media fields. To help students understand the role of media, the core includes an analysis of Mass Communication and Society. Because specific skills are expected, both applied Writing for Mass Media and Information Analysis courses are part of the core. A course in Mass Media Law and Ethics will explain the legal environment of the press and require students to understand ethical obligations of the field. Recognizing that the world is becoming more interdependent, a Global Media Communications course will help students understand media systems outside the United States as well as expose them to the techniques needed to communicate with global audiences. At the end of their programs, all students complete a senior-level professional seminar designed to prepare them for the transition from study to work.

In addition to the core, students in four of the emphases will complete six emphasis-specific courses and two electives within a foundation of liberal arts courses. Public Relations students complete five emphasis-specific courses plus two electives. These course requirements are explained below. Each student works with an advisor to select elective courses and an appropriate minor field.

All Mass Communication majors and minors must earn a grade of ‘C’ or better in each Mass Communication course.

Curriculum

Two journalism emphases are available through the department:

• Broadcast Journalism
• Print Journalism

Both Journalism emphases provide students with the knowledge and skills to communicate effectively through the traditional print and broadcast media as well as the developing digital/on-line media. Skills emphasized for both types of media include information gathering, writing, and presentation/ dissemination techniques. Students completing the emphasis in Broadcast Journalism take the Mass Communication five-course core plus audio production and performance, an introductory visual communication course, beginning single camera/nonlinear editing, television studio production, broadcast journalism writing and reporting, television news producing and reporting, and two Mass Communication electives.

Those in the Print Journalism emphasis complete the Mass Communication core courses plus reporting, editing, on-line journalism, a practicum, and two Mass Communication electives. Other required Mass Communication courses in this emphasis are Mass Media Messages and Effects and Changing Roles in Mass Media. The practicum ensures that every print-journalism student works on one of the major student media. Computer skills are necessary for all Journalism students.

Emphasis In Broadcast Journalism

* Select at least 6 of these liberal arts hours from the courses listed below.

Note: Students should use elective and/or minor hours to satisfy the 42 advanced-hour requirement.

Emphasis In Print Journalism

* Select at least 6 of these liberal arts hours from the courses listed at the end of this section.

Note: Students should use elective and/or minor hours to satisfy the 42 advanced-hour requirement.

Emphasis In Public Relations

The Public Relations emphasis prepares students for both agency work and leadership positions in corporate and/or nonprofit communication. While writing and presentation skills are essential, emphasis is on application of these writing and presentation skills for managing communication with individuals and groups that make up the stakeholders of each organization. Students in the public relations emphasis complete the Mass Communication five-course core and the professional seminar plus courses in public-relations principles, public-relations writing, and either strategic planning or campaigns for public relations and advertising. They also complete Communication Research Methods, two Mass Communication electives, and two courses in marketing.

* Select at least 6 of these liberal arts hours from the courses listed at the end of this section.

Note: Students should use elective and/or minor hours to satisfy the 42 advanced-hour requirement.

Emphasis in Broadcast Production

Students completing the Broadcast Production emphasis are preparing for decision-making and technical responsibilities in electronic communication. Technical, artistic, and management skills combine to ensure that quality electronic content is presented in an effective, appropriate and engaging manner, within budget. Broadcast production students complete the Mass Communication five-course core, the professional seminar, and four of the courses in the Broadcast Journalism emphasis: audio production and performance, introductory visual communication, beginning single camera/nonlinear editing, TV studio production, and two Mass Communication electives. In addition broadcast production students complete a script writing course for fiction and nonfiction and an advanced production course where they create and produce programming for the departmental television station. Every broadcast-journalism student will work at KSHU-TV during his/her college tenure and each will write, produce, shoot and edit his/her own television series for KSHU-TV. Unless students plan to specialize in a content-specific field, a marketing or management minor is strongly recommended for this emphasis.

* Select at least 6 of these liberal arts hours from the courses listed at the end of this section.

Note: Students should use elective and/or minor hours to satisfy the 42 advanced-hour requirement.

Emphasis in Media Sales and Management

The Media Sales and Management emphasis focuses primarily on the unique management issues associated with broadcast media. However, the program is designed to be useful to students with print and/or on-line management interests as well. Media sales and management students complete the Mass Communication five-course core and the professional seminar, plus courses in media sales, management, and marketing and promotions and two Mass Communication electives. In addition they complete Communication Research Methods, Case Studies in Public Relations and Advertising, and the History and Theory of Communication Technologies. A marketing or management minor is strongly recommended for students in this emphasis.

* Select at least 6 of these liberal arts hours from the courses listed below. NOTE: Students should use elective and/or minor hours to satisfy the 42 advanced hour requirement.

Liberal Arts Elective List: ENG 336, 337, 338; HIS 383, 392, 393, 433, 391, 495, 366, 331, 332, 478, 389; SOC 335, 465; POL 361, 368, 387; any advanced literature or culture course in Foreign Languages.

Note: Science courses may be used to satisfy the 15-hour Liberal Arts requirement.

Minor In Mass Communication

The 21-hour minor in Mass Communication requires students to complete the Mass Communication core courses: MCM 130, 132, 232/330, 471 and 493, plus two advanced electives appropriate to the student’s interests and career plans. Students must earn a ‘C’ in each minor course.

Mass Communication Course Descriptions

Core Courses

MCM 130 Mass Communication and Society This course will survey the history and theory of mass media in American society with an emphasis on issues in broadcast television, cable television and print journalism. Topics addressed include: the impact of the printing press, the evolution of print media, the telegraph and the film camera and wireless technologies; the structure of contemporary media industries; the influence of advertisers, regulatory agencies and ratings services; the production, distribution and syndication systems; the social influence and use of mass media content; and the relationship of media content to the development of personal and collective values. Credit 3.

MCM 132 Writing for Mass Media Designed to introduce writing for media across a wide spectrum of disciplines, this course will provide hands-on practice in basic writing skills for news, broadcast, the web, public relations and advertising. Emphasis is placed on the enhancement of language and grammar skills. Prerequisite: ‘C’ in ENG 164 or equivalent. Credit 3.

MCM 330 Information Analysis Comparative survey of communication investigation, including practical training in ethical gathering, interpretation and presentation of data. Students will be introduced to information-gathering methods including direct interviewing, questioning techniques, electronic document retrieval and manipulation, database management and Internet skills. Prerequisite: MCM 132. Credit 3.

MCM 412 Professional Seminar This capstone class summarizes, updates and puts in context skills, concepts and theories addressed in lower level MCM classes and helps students develop portfolios, resumes and interviewing skills to prepare them to enter the media marketplace. Prerequisites: Senior standing; MCM majors only. Credit 1.

MCM 471 Mass Media Law and Ethics This course will examine legal and ethical concepts as they apply to broadcast and cable television, radio, print media and Internet-based publishing. It will focus on the evolution of the American legal system with specific attention to state statutes, regulatory agencies, ethical issues and precedent-setting cases as they relate to free speech, open records, privacy, libel, copyright and obscenity laws. Prerequisites: MCM 130, Junior standing. Credit 3.

MCM 493 Global Media Communication This course studies world media systems in comparison to the United States. Emphasis will be placed on the means by which history, politics, government, culture and other social components affect the mass media of countries and international media development and relations. Prerequisite: Junior standing. Credit 3.

Emphasis and Elective Courses

MCM 171 Audio Production and Performance This course will survey the mechanics of audio production and the operation of studio equipment. Students will study and practice the use of microphone techniques, music, sound effects and performance and be introduced to digital audio production using appropriate audio software. Lecture and laboratory projects will be designed to acquaint students with audio production requirements and responsibilities. Students will receive practical hands-on experience with attention to mixing, recording and editing. Lab experience will include on-air shifts, news and commercial production. The course will include hours of lab experience. Credit 3.

MCM 262 News Reporting This course will cover theory and practice in writing specialized stories typically covered in mass media outlets in the average American city, including news assignments in public safety, legal issues, government, education, health care, military and politics. Emphasis will also be placed on knowledge of current events. Prerequisite: MCM 232/330. Credit 3.

MCM 271 Introduction to Visual Communication This course is designed to introduce students to the basics of visual- image production, focusing on graphic design, creative visualization, video editing, lighting, on camera performance, and studio producing/directing. The course structure allows students to rotate through three instruction modules, concentrating on PhotoShop, nonlinear editing, and studio production. Credit 3.

MCM 282 Desktop Publishing This course introduces students to the principles of design applicable to publications created using desktop publishing software and technology. Special attention is given to design principles, typography, layout and production techniques. Credit 3.

MCM 326 Media Practicum Advanced instruction in practice and projects. Students do assigned work on the student media in a laboratory environment. Prerequisite: MCM 262 or MCM 271 or MCM 383. No more than two (2) credits of 326 may be applied to a degree program. Credit 1 or 2.

MCM 332 Analysis of Electronic Media This course will examine the central role of the electronic media in American society with an emphasis on analysis of industry processes and various forms of television content. Prerequisites: MCM 130 or Junior standing. Credit 3.

MCM 360 Specialized Writing This course will cover study and practice in writing for mass media in specialized areas. Emphasis is on developing a level of writing suitable for publication. Course may be repeated as topics vary. Prerequisites: MCM 132, 6 hours of ENG. Credit 3.

MCM 362 Mass Media Messages and Effects This course provides a comprehensive exploration of the two main bodies of mass communication theory: social-behavioral and critical-cultural. It emphasizes how the same issues (e.g. media violence) recur over time and how ideas about media have changed as new media technologies have emerged. Prerequisites: MCM 130 or Junior standing. Credit 3.

MCM 364 News Editing This course focuses on the editor’s functions in handling news copy from writing to the printed page or script with emphasis on writing quality and new technology of production. Content includes copy editing and headline writing, computers as tools of the trade, picture cropping and caption writing, working with wire service copy and type, typography and graphics. Prerequisite: MCM 262. Credit 3.

MCM 366 Photojournalism This course will explore photography as a tool of investigation and interaction. Emphasis is on the creation, documentation, ethics, history, and social role of photojournalism. Includes basic camera technique, digital photo imaging methods and evaluation of pictorial communication effects. Prerequisite: PHO 181. Credit 3.

MCM 371 Advanced Audio Production This course presents advanced concepts in audio and radio recording and editing, sound processing systems and multi-track mix down recording techniques. Prerequisite: MCM 171. Credit 3.

MCM 372 Single Camera and Non-linear Editing I This course emphasizes pre-production, production and post-production techniques in field production. Elements include field camera setup and operation, remote lighting, remote sound, and basic continuity editing with an emphasis on underlying principles of video technology. Prerequisite: MCM 171, 271. Credit 3.

MCM 373 TV Studio Production This course will cover fundamentals of video production in a studio environment including pre-production, production and direction. Students will understand the functions and responsibilities of the production crew and equipment utilization. Emphasis is given to multiple camera techniques and studio production. Prerequisites: MCM 171, 271. Credit 3.

MCM 374 Broadcast Journalism Writing Philosophy, techniques and practice of electronic journalism; practice in writing and editing news copy covering the style, form and content needed for effective broadcast news; improvement of audio/video skills applied to news; production of broadcast news content; discussion of current issues facing broadcast journalists. Prerequisites: MCM 132, MCM 372. Credit 3.

MCM 375 Scriptwriting This course emphasizes the study of style, format, principles and techniques of writing for radio, TV and film. The process of writing fiction and non-fiction will examine the development of the script from research to marketing. Prerequisite: MCM 132. Credit 3.

MCM 378 Media Program Planning & Scripting Study of legal clearances, budgeting, funding, resource management and scheduling as each relates to radio and television production. Prerequisite: Junior standing. Credit 3.

MCM 379 Multi-Camera Field Production This course emphasizes the techniques and approaches to multi-camera directing and production. MCM 379 will train students to adapt to varied projects and circumstances of out-of-studio production including sports, dance, music and special events coverage. Prerequisites: MCM 373. Credit 3.

MCM 380 Broadcast & Cable Programming This course will examine audience psychology and principles of audience analysis, determining characteristics of program appeal to a desired audience. This course is an examination of program types, ratings, and program selection. Prerequisite: Junior standing. Credit 3.

MCM 381 Principles of Public Relations This course will examine the principles of public relations, advertising, sales promotions, direct marketing and on-line communication with emphasis on the way organizations promote their products and images to their publics. The traits of leadership, crisis management and ethics will be explored. Prerequisite: Sophomore standing. Credit 3.

MCM 284 Writing for Public Relations and Advertising [expected to become 383] This course examines the process of communicating to persuade and inform. Students learn the techniques of strategic thinking and practice writing for advertising and promotions, news media and special audience materials such as newsletters, brochures and catalogues. The growing area of online communications for internal and external audiences will also be explored. Prerequisite: MCM 132. Credit 3.

MCM 383 Writing for Public Relations and Advertising This course examines the process of communicating to persuade and inform. Students learn the techniques of strategic thinking and practice writing for advertising and promotions, news media and special audience materials such as newsletters, brochures and catalogues. The growing area of online communications for internal and external audiences will also be explored. Prerequisite: MCM 132. Credit 3.

MCM 384 Strategic Planning for Public Relations and Advertising The techniques and skills used in securing publicity for promoting the image of and maintaining critical relationships for organizations. Course includes advertising and publicity writing, including preparation of media kits, and planning events and news conferences. Emphasizes research to discover problems, strategic planning to solve them and methods for executing the strategies. Prerequisites: MCM 280/381, MCM 284/383, MCM 382/483. Credit 3.

MCM 385 Innovative Communication and Special Events This course will examine the use of innovative communication channels in the special- event planning process. Students will learn to effectively research, design, organize, coordinate and evaluate all stages of planning special events such as corporate meeting, fundraisers, galas, conferences, conventions and expos. Special emphasis will be placed on the role of emerging technologies in the process. Prerequisite: MCM 280/381. Credit 3.

MCM 386 Media Sales This course will provide the basic tools relevant to the media salesperson in today’s marketplace. Students will develop accounts and design sales campaigns specifically for the mass media. Prerequisites: MTH 164 and Junior standing. Credit 3.

MCM 388 Media Marketing and Promotions This course will provide the student with an overview of the marketing strategies used by mass media companies. This course will examine media marketing, market surveys, advertising, content promotion, and public relations as efforts to create and support customer bases and maintain goodwill. The course will include an analysis of current publications in each of these areas and will provide students an opportunity to create model marketing strategies. Special attention will be paid to industry changes and professional ethics. Prerequisite: Junior standing. Credit 3.

MCM 462 Business News This course will cover the theory and practice of writing specialized stories typically covered in business sections of a mid- to large-sized daily newspaper or in specialty business magazines. Emphasis will also be placed on knowledge of the inter-relationship of business events around the world. Prerequisites: MCM 262 and Junior standing. Credit 3.

MCM 465 On-line Journalism Students will use techniques drawn from all media to produce well-designed, effective communication packages for online distribution. Working in teams, students will integrate written material, video, sound and graphics into a multimedia online publication. Prerequisite: MCM 232/330 and MCM 262 or MCM 383 or MCM 374. Credit 3.

MCM 466 Changing Roles of Mass Media A study of the trends, people, and economic, social, political and technological factors that produced the institutions and traditions of the American mass media. Emphasis is placed on the changing roles of media and the impact of new communications technologies in the 21st century. Prerequisite: Junior standing. Credit 3.

MCM 470 TV News Producing and Reporting Advanced instruction and practice on student-produced TV newscast. Students are assigned duties in producing a newscast once a week as well as gathering, shooting, writing and editing TV news. Prerequisite: MCM 374, Credit 3.

MCM 472 Single Camera and Non-linear Editing II This course is the continuation of Single Camera and Non-linear Editing I with an emphasis on complexity editing and the aesthetic applications of digital editing and design. Advanced non-linear editing techniques and principles, graphic design and animation are covered in addition to dramatic visual storytelling. Prerequisite: MCM 372. Credit 3.

MCM 473 Advanced Production This course provides students the opportunity to assume the primary responsibility, under faculty supervision, of creating and producing programming for KSHU-TV This course will also provide portfolio material for graduating students. Prerequisite: MCM 372, MCM 373, and Senior standing. Credit 3.

MCM 477 Media Management This course surveys station and/or publisher procedures, problems and management responsibilities. Topics include required reports (FCC, FTC), financial problems, personnel organization, management theory, public service responsibilities in comparison to profits, the station’s position within the social structure of an area, and the problems involved in operating a station successfully. Prerequisite:MCM 388 and Junior standing. Credit 3.

MCM 480 Campaigns and Promotions for Public Relations and Advertising Integration of theory, research and communication techniques for implementing and evaluating public relations and advertising campaigns. Focus on creative strategies and media planning, target analysis and buying tactics. Students will research, prepare and present an integrated communication plan. Prerequisites: MCM 280/381, MCM 284/383, MCM 382/483. Credit 3.

MCM 482 Case Studies in Public Relations and Advertising Case study approach to managerial goal setting, strategic thinking, budgeting and working with clients. Successful problem solving, critical thinking and leadership styles will be explored in depth. Prerequisite: MCM 280/381 or Senior standing. Credit 3.

MCM 483 Communication Research Methods This course will introduce students to the history and application of research methods, both quantitative and qualitative, that are employed in commercial media markets and academic environments to assess media audiences, media content and media use. Topics addressed include: survey methods, content analysis, experimental research, ethnographic and critical research, research ethics and statistical analysis. Special attention will be devoted to research in print and electronic media. Prerequisites: MTH 164 and Junior standing. Credit 3.

MCM 491 History and Theory of Communication Technologies This course will examine the history of communication technologies and the theories of technological change, specifically comparing the impact of the printing press, the telegraph, film, radio, and television technologies to the impact of the Internet. Emphasis will be on theories of innovation, the integration of new technologies into contemporary society and hands-on use of the Internet for research, classroom presentations and group discussions. Prerequisites: MCM 232/330, Junior standing, Credit 3.

MCM 498 Professional Internship On-the-job application of skills and knowledge learned in the classroom for students who have completed their sophomore year and appropriate courses. Internships may be with print media, electronic media, agencies, institutions, businesses, non-profit groups or government agencies. Prerequisites: Junior standing, permission of the Internship Coordinator; MCM majors only. Credit 3.

MCM 499 Directed Study in Mass Communication This course provides an opportunity to develop skills or to conduct supervised investigation in an area of special interest. This course is designed specifically for advanced students who are capable of independent research. Prerequisites: Junior standing, 9 hours advanced MCM credits; permission of department chair. This course may not be used to replace a required course. Credit 3.