Undergraduate Catalog 2008-2010

Sam Houston State University

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DEPARTMENT OF MASS COMMUNICATION

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

Interim Chair: Christopher White (936) 294-1341

Faculty: Michael Blackman, Janet Bridges, Rene Chen, Marc Edge, Mickey Herskowitz, Richard Kosuowei, Ruth Massingill, Mel Strait, Wanda Reyes Velazquez, Christopher White, Patsy Ziegler

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

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

The Mass Communication Program at Sam Houston State University offers a unique educational experience. In daily, one-on-one contact with faculty from a variety of theoretical and practical backgrounds, students are exposed to a combination of hands-on production classes, professional development classes and traditional theory/criticism classes. Our graduates develop 1) general media literacy skills that are increasingly required in our media-saturated contemporary experience and 2) specific skill-sets especially applicable to the emerging technologically driven marketplace.

There are five MCM degree plans or Emphases: Broadcast Journalism, Video Production, Print Journalism, Public Relations and Media Sales and Management. Graduates can enter a variety of fields including but not limited to: video production, print or television news, broadcast and cable sales, media management, promotions/public relations and corporate media. In addition, students may supplement their degrees with educational requirements that allow them to become certified media-specialists in public school systems. Students are encouraged to take advantage of the MCM Department’s internship program.

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
• Minor in Mass Communication

Highlights

The Department of Mass Communication offers a comprehensive blend of courses including but not limited to: media production and reporting, audience assessment, mass communication theory and history, writing for print, broadcast and digital media and other professional development areas. The curriculum introduces students to each of the five emphasis areas during their first year in the mass communication program. During the remaining three years, students can sign up for classes in digital audio and video editing, feature writing, research techniques, communication law, media marketing, scriptwriting, 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, Cable Channel 7, The Houstonian newspaper, or the Alcalde yearbook as part of their college experience.

Suggested Free Electives

Students in Mass Communication should select four free elective classes (12 credits) from a department outside of MCM and compatible with their personal and professional plans. In choosing an appropriate set of Free Electives students should discuss their career plans with an advisor. Free electives in Management or Marketing are desirable for public relations, and media sales and management emphases. History, English, foreign languages, Sociology and other social sciences are helpful to all emphases. Students with a print or broadcast journalism emphasis could benefit from a free elective such as Political Science or History.

Career Opportunities

There are a variety of career opportunities in the Mass Communication field. Some graduates pursue traditional positions in the mass media marketplace (reporting/editing/writing for newspapers, television stations, radio stations or magazines). MCM graduates may also pursue 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 or move into sales and other promotional positions. Increasingly graduates have been teaching in high schools, pursuing advanced graduate studies and working in 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 requirements may enroll in semester-long professional internships. MCM students have interned at national media outlets like CBS News, Entertainment Tonight, ESPN, David Letterman, The Jerry Springer Show, MTV, Disney World; regional media outlets like KTLA TV in Los Angeles; at a variety of media outlets in Texas like KHOU TV in Houston, The Conroe Courier, The Victoria Advocate, Pierpont Public Relations, the Houston Symphony; and at specialized institutional sites like the Texas State Senate.

Scholarships

Scholarships are available 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 https://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 a variety of media fields. To help students understand the contemporary media environment, the core includes an analysis of Media and Society. Because specific skills are required in the media marketplace, both applied Writing for Mass Media and Information Analysis courses are part of the core. A course in Mass Media Law and Ethics examines legal issues pertinent to the print, electronic and emerging digital press. A Global Media Communications course analyzes media systems outside the United States, media strategies in developing countries and the international information economy. 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 electives within a foundation of liberal arts courses. Public Relations students complete five emphasis-specific courses plus electives. These course requirements are explained below. Each student meets with an advisor to select appropriate Free Elective Courses.

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 emerging digital media. Skills emphasized include information gathering, writing, and presentation/dissemination techniques. Students completing the emphasis in Broadcast Journalism take the MCM five-course core plus audio production, an introductory visual communication course, beginning single camera/nonlinear editing, television studio production, broadcast journalism writing and reporting, television news producing and reporting, a critical studies course and one Mass Communication elective.

Students in the Print Journalism emphasis complete the MCM core courses plus additional courses in reporting, editing, on-line journalism, a course in the history of new communication technologies, a practicum, and one Mass Communication elective. Other required MCM 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 outlets. Computer skills are necessary for all Journalism students.

Emphasis In Broadcast Journalism

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

Note: Students should use elective and/or Free Elective 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 environments. While writing and presentation skills are essential, emphasis is on application of these writing and presentation skills for managing communication with individuals and groups in organizations. Students in the public relations emphasis complete the MCM 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, MCM electives, and one course 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/Video Production emphasis prepare for decision-making and technical responsibilities in broadcast, cable and alternative video production. 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 MCM five-course core, the professional seminar, and four of the courses in the Broadcast Journalism emphasis: audio production, introductory visual communication, beginning single camera/nonlinear editing, TV studio production, and MCM electives. In addition broadcast production students complete a scriptwriting 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 Cable Channel 7 during his/her college tenure and each will write, produce, shoot and edit his/her own television series for the station.

* 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 MCM five-course core and the professional seminar, plus courses in media sales, management, and marketing and promotions and Mass Communication electives. In addition students complete Communication Research Methods, Case Studies in Public Relations and Advertising, and the History and Theory of Communication Technologies. Free Electives in the Marketing Department would be appropriate for 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: GEO 330; PHL 471; FCS 369; ENG 336, 337, 338; HIS 331, 332, 383, 391, 392, 433, 478, 495; any SOC course; POL 361, 368, 387; any advanced literature or culture course in foreign languages.

Minor In Mass Communication

The 21-hour minor in Mass Communication requires students to complete the MCM core courses: MCM 130, 132, 330, 471 and 493, plus two advanced MCM 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; production, distribution and syndication systems; the social influence and personal use of mass media content. 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 This class summarizes and offers practical strategies for gathering, interpreting and presenting data related to the practice of journalism and media research. 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 a variety of countries. Emphasis will be placed on how history, politics, government, culture and other social relations influence international media systems, international development projects and the global flow of information. 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. Credit 3.

MCM 262 News Reporting This course will cover theory and practice in writing specialized stories typically covered in mass media outlets, including news assignments in public safety, legal issues, government, education, health care, and politics. Emphasis will also be placed on knowledge of current events. Prerequisite: MCM 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. Prerequisite: MCM 171. Credit 3.

MCM 282 Desktop Publishing This course introduces students to the principles of design applicable to publications created using desktop publishing software and computer 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 (KSHU FM, Cable Channel 7, The Houstonian, The Alcalde yearbook) in a laboratory environment. Prerequisite: MCM 262 or MCM 271. 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 critical-cultural analysis of industry processes and various forms of media content. Students will learn how to write critical analyses of issues related to the print, film and digital media, but the emphasis in MCM 332 is primarily on television’s industrial practices, narrative strategies and social influence. Prerequisites: MCM 130 and 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 will emphasize 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 and 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 technologies 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 371 Advanced Audio Production This course presents advanced concepts in audio and radio recording and editing. Prerequisite: MCM 171. Credit 3.

MCM 372 Single Camera and Non-linear Editing I This course teaches pre-production, field production and post-production techniques. 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 271. Credit 3.

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

MCM 374 Broadcast Journalism Writing This class emphasizes the theory, techniques and practice of television journalism. Emphasis is on writing and editing news copy and honing style and content skills appropriate for effective broadcast news writing; MCM 374 also encourages production of broadcast news content; and 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 feature film. The process of writing fiction and non-fiction will examine the development of the script from research to marketing. Students will learn techniques for writing promotional scripts, public service announcements, documentary scripts, film scripts and television scripts. Prerequisite: MCM 132. Credit 3.

MCM 378 Media Program Planning & Scripting Study of legal clearances, budgeting, funding, resource management and scheduling as these activities relate 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 principles of audience analysis, program appeal and targeted demographics. MCM 380 will also assess audience ratings and research, scheduling strategies, advertising influence and mass media industry practices. 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 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 organizational
image and maintaining organizational relationships. MCM 384 requires advertising and publicity writing, preparation of media kits, and planning events and news conferences. Students will engage in research to discover problems and strategic planning to solve problems. . Prerequisites: MCM 381, MCM 383, MCM 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 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: Junior standing. Credit 3.

MCM 388 Media Marketing and Promotions This course will provide students with an overview of marketing strategies used by mass media companies. MCM 388 will examine media marketing, market surveys, advertising, content promotion, and public relations as efforts to create and support customer bases and maintain goodwill. Students will have the 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 various media and from various forms of writing to produce well-designed, effective communication packages for online distribution. Students will integrate written material, video, sound and graphics into a multimedia online publication. Prerequisite: Junior standing, MCM 330 and Junior standing. Credit 3.

MCM 466 Changing Roles of Mass Media This course offers assessments of professional and industry trends, regulatory practices, socio-economic developments, and technological innovations that influence 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. 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 the aesthetic applications of digital editing and visual story-telling. 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 Cable Channel 7. This course will also provide portfolio material for graduating students. Prerequisite: MCM 373. Credit 3.

MCM 477 Media Management This course surveys problems and management responsibilities faced by broadcasst station managers and/or newspaper and magazine publishers. Topics include required reports (FCC, FTC), financial demands, personnel organization, management theory, public service and fiduciary responsibilites and the challenges involved in operating a profitable media outlet. Prerequisite: 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 381, MCM 383, MCM 483. Credit 3.

MCM 482 Case Studies in Public Relations and Advertising This course uses a 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 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: MCM 330 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 330 and 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, completed appropriate courses and achieved an acceptable GPA. 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; acceptable GPA; permission of department chair. This course may not be used to replace a required course. Credit 3.

 

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