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COVENANT UNIVERSITY
COURSE COMPACT (2013/2014 SESSION)
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College of Development Studies
Department of Mass Communication
Department of Mass Communication
MAC 111
Introduction to Mass Communication I
2 Units
Prof. Andrew Moemeka and Dr. Oyero O. S.
CDS E108, G401D
Omega
Friday, 8-10am
A201
Course Description: This is an introductory course into the study of the mass media and
their role in society – mass communication. It deals with explaining what the mass media
are and identifying and discussing their inherent qualities, historical backgrounds, and
their unique characteristics and process. Also to be produced, is how the task of providing
information and education by the mass media affects and are affected by the social,
political, economic and physical environments in which they perform their tasks.
Course Objectives: It is expected that at the end of the course, students will be able to
distinguish between the different mass media, and identify their weaknesses and strengths
– what they can do and what they cannot do, and why. It is also expected that the course
will provide students with the knowledge of some possible impact of mass media
messages on individuals as well as on society. More importantly, it will help create in
students, some critical awareness of how to assess relationship between the mass media,
mass communication and society, as well as the expected and actual role of mass media
personnel both as professionals and as members of society.
Method of Teaching / Teaching Aids
This course will be instructed through lecture method (with instructional multi-media
media), individual and group methods.
MODULE 1: Introduction:
Wk 1 – (i) Communication vs. Information
(ii) Basic Types of Communication [Intrapersonal, Interpersonal, Group, Mass]
(Hanson, pp. 6-10)
Wk 2 – (iii) Media, Mass Media, Mass Communication
(iv) Elements of Mass Communication [SMCR] (Hanson, pp. 11-16)
MODULE 2: The Mass Media/Mass Communication
Wk 3 – (i) Identification, Definition (Hanson, pp. 11-16)
(ii) Distinctive Characteristics- Audience, Communication Situation,
Communicator
MODULE 3: Some Models of Mass Communication
Wk 4 – A. Transmission Models
(i)
SMCR
(ii)
Two-way flow; Two-step flow; Multi-step flow
(iii) The HUB Model
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Wk 5 – B. The Gate-Keeper Model (Moemeka, pp. 30-34)
C. Utilization Models/Contemporary Models [Ritual, Publicity, Reception]
(Hanson, pp. 17-20)
Wk 6 – Some Basic Concepts –
Audience (types); Feedback/Reaction (types); Noise (Distortion)/Sound Effect;
Code; Effects; Gatekeepers; Regulators; Filters; Message/Content; Frames of
Reference; Content-Source; Consumer.
Wk 7 – Mid-Semester Test
MODULE 4: Media World
Wk 8 – (i) Evolution of the Media World (Hanson, pp. 20-26)
(ii) Understanding the Media World (Media Literacy & Seven Truths, pp. 26-39)
Wk 9-11 (i) Historical Perspectives: Development of the Media in U.S. (Brief Intro, 7882)
(ii) Summarized History: Newspaper, Radio, Television, Internet (Handout)
MODULE 5: Theories of Media and Society
Wk 12 – (i) Theories of Media and Society: Functional Analysis (Hanson, pp. 56-65)
[see also Moemeka, pp. 18-26 under Functions of the Mass Media]
Surveillance (News and Information)
Correlation (Analysis and Interpretation)
Education (Transmission of Culture)
Entertainment (Relaxation)
Public Relations & Advertising (Sales & Promotion) [Hanson, pp. 90-92;
Moemeka, pp. 18-26]
Wk 13 & 14 – Revision/Exam
METHOD OF GRADING
Mid-Semester Test -10%; Assignment - 20 %, Total 30 Examination -70% Total - 100%
CLASS BEHAVIOUR
 Students are expected to be punctual in class and sign the attendance sheet. No
student shall be allowed into the class when it is 15 minutes into the lecture period.
 Signing attendance register for someone is a serious offence. Both parties involved
shall bear the punishment.
 In no wise shall there be make-up test. Please take note.
 Late submission of assignments shall not be entertained.
 Maximum attention and decorum are required in this class. So, no form of distractionside talks, going out to use the convenience room, chewing of gum etc, shall be
allowed.
ASSIGNMENT/ STUDENT ACTIVITIES
This will be annouced in class
ALIGNMENT WITH COVENANT UNIVERSITY VISION /GOALS
The understanding of the nature of media of mass communication is as an essential need
of a good leader. This course equips students with requisite knowledge of the dynamics
of mass communication media so as to relate appropriately with them when the need
arises.
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CONTEMPORARY ISSUES/INDUSTRY RELEVANCE
The propensity for history to be cyclical makes the study of historical and cultural
contexts of media very important. Knowing what happened years ago might help us
understand what is going on now and what the future holds.
REFERENCES
Mass Communication: Living in the Media World. Hanson, Ralph. McGraw Hill, 2008.
Reporters’ Handbook: An Introduction to Effective Journalism. Moemeka, A. A.,
Morris_Publishing, Kearney, 2000.
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