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COVENANT UNIVERSITY COURSE COMPACT (2013/2014 SESSION) College: Department: Programme: Course Code: Course Title: Units: Course Lecturers: Office No: Semester: Time: Location: 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 1 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. 2 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. 3