Independent Guided Study

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1 MODULE DESCRIPTOR TITLE Introduction to Mass Communication SI MODULE CODE C CREDITS 20 LEVEL 4 JACS CODE P300 SUBJECT GROUP Media & PR DEPARTMENT Media Arts and Communications MODULE LEADER Ruth Deller MODULE STUDY HOURS (based on 10 hours per credit)* Scheduled Learning and Teaching Activities Placement (if applicable) Independent Guided Study *to be used for Key Information Sets - see Module Descriptor guidance notes MODULE AIM Total Number of Study Hours This module introduces students to the study of mass communication: the various levels of communication and theories; elements involved in the process of communication; and the effects of the mass media on society and culture. It aims to develop an overview of how the media industries operate, looking at institutional structures, practices and policies and exploring some key aspects of what it means to work in the media and related industries. MODULE LEARNING OUTCOMES (up to 4 LOs max) By engaging successfully with this module a student will be able to: Describe key models of media production and distribution Understand and describe the key codes, guidelines and regulations governing media production Summarise key features of different media and PR institutions and organisations Define and explain the elements in Mass Communication process. INDICATIVE CONTENT Theories of Mass Communication Development of the Mass Media Media ownership and organisation & Industry codes, guidelines and regulations Effects of the Mass media Mass Media Support System Research on Mass Communication Public Service Broadcasting & Media funding models Diversity and equality in the media industries The impact of new technologies on the media industries & Debates over the future of the media The political, economic and cultural contexts of media and PR institutions LEARNING, TEACHING AND ASSESSMENT - STRATEGY AND METHODS Students will be supported in their learning, to achieve the above outcomes, in the following ways: Lectures Seminars Workshops Tutorials Lectures will introduce students to key points in the study of media institutions and will explore different case studies and examples of how media institutions operate and the different ways they are organised, managed and governed.

2 Seminars will offer a chance to discuss the issues raised in lectures and discuss questions about media regulation, ownership, funding and working in the media. Skills workshops will help students develop professional and employability skills for working in the media industries and academic skills in writing and organising material and exam preparation. Students will prepare a professional report that will look at one media or PR institution in detail. The exam will test students' knowledge of a range of factors affecting these industries including regulations and codes, working practices and organisational features. ASSESSMENT TASK INFORMATION Task No.* Short Description of Task SI Code EX/CW/PR Task Weighting % Word Count or Exam Duration** 1 Documentary CW 50 N/A N Media product 2 Reflective report CW N FEEDBACK Students will receive feedback on their performance in the following ways: The two parts of the assessment will receive written feedback. LEARNING RESOURCES FOR THIS MODULE (INCLUDING READING LISTS) Core Texts Dominick, J.R The Dynamics of Mass Communication: Media in the Digital Age. New York: McGraw Hill. Branston, G and Stafford, R (2010), The Media Students' Book, 5 th ed, London: Routledge* Curran, J and Seaton, J (2009), Power without Responsibility: The Press, Broadcasting and Internet in Britain, 7 th ed, London: Routledge.* Doyle, G (2013), Understanding Media Economics, 2 nd Ed, Sage. Recommended Texts In-module retrieval available Albertazzi, D and Cobley, P (2009) The Media: An Introduction, 3 rd ed, Longman. Burton, G. (2010), Media and Society: Critical Perspectives, Open University Press. Hunter, D et al (eds) (2013) Amateur Media: Social, cultural and legal perspectives, London: Routledge Long, P. and Wall, T. (2012) Media Studies: Texts, Production, Context, 2 nd Ed, Pearson*. Mayer, Banks and Caldwell (2009) Production Studies: Cultural Studies of Media Industries, London: Routledge. Stanley. J.B Introduction to Mass Communication: Media Literacy and Culture. CA: McGraw Hill. John C.V The Media of Mass Communication. 10th edn. Needham Heights: Allyn & Bacon. *Or more recent editions where appropriate REVISIONS Date July 2015 Reason Confirmed in BA International Media TAR-UC Dual Degree Validation

3 SECTION 2 MODULE INFORMATION FOR STAFF ONLY MODULE DELIVERY AND ASSESSMENT MANAGEMENT INFORMATION MODULE STATUS - INDICATE IF ANY CHANGES BEING MADE NEW MODULE EXISTING MODULE - NO CHANGE Title Change Level Change Credit Change Assessment Pattern Change Change to Delivery Pattern Date the changes (or new module) will be implemented Y MODULE DELIVERY PATTERN - Give details of the start and end dates for each module. If the course has more than one intake, for example, September and January, please give details of the module start and end dates for each intake. Module Begins Module Ends Course Intake 1 01/05/ /12/2015 Course Intake 2 01/05/ /12/2016 Course Intake 3 01/05/ /12/2017 Is timetabled contact time required for this module? Y Are any staff teaching on this module non-shu employees? If yes, please give details of the employer institution(s) below N What proportion of the module is taught by these non-shu staff, expressed as a percentage? MODULE ASSESSMENT INFORMATION Indicate how the module will be marked *Overall PERCENTAGE Mark of 40% Y *Overall PASS / FAIL Grade N *Choose one only module cannot include both percentage mark and pass/fail graded tasks SUB-TASKS Will any sub-tasks (activities) be used as part of the assessment strategy N for this module? If sub-tasks / activities are to be used this must be approved within the Faculty prior to approval. Subtask / activity marks will be recorded locally and extenuating circumstances, extensions, referrals and deferrals will not apply to sub-tasks / activities. FINAL TASK According to the Assessment Information shown in the Module Descriptor, which task will be the LAST TASK to be taken or handed-in? (Give task number as shown in the Assessment Information Grid in Section 1 of the Descriptor) Task No. 2 NON-STANDARD ASSESSMENT PATTERNS MARK 'X' IN BOX IF MODULE ASSESSMENT PATTERN IS NON STANDARD, eg MODEL B, ALL TASKS MUST BE PASSED AT 40%. NB: Non-standard assessment patterns are subject to faculty agreement and approval by Registry Services - see guidance. notes.

4 MODULE DESCRIPTOR TITLE Introduction to Mass Communication MODULE CODE C (BHMC1004) CONFIRM LEVEL Level 4 CONFIRM CREDITS 4 DATE OF APPROVAL October 3, 2013 MODULE AIM - This course serves as a foundation for the students to acquire knowledge of basic media history and development. This accomodates students with understanding about media achievements and how it is important to society. Objectives: 1. To introduce students to the concepts of the communication process. 2. To introduce students to the supporting industries in mass communication such as public relations, advertising and client management. 3. To identify different mass communication settings. MODULE LEARNING OUTCOMES - The TAR UC module delivers to the appropriate level as follows: LO Ref Learning Outcome 1 Define and explain the elements in mass communication process. (C1, A1, P1, CS) 2 Describe the functions of mass media. (C2, A1, P1, CS) 3 Define and explain the development of mass media in general. (C2, A2, P2, CS) ASSESSMENT SUITABILITY A range of assessment tasks will allow for testing of knowledge (through exam) as well as a more structured engagement with the field (through coursework) COMMENTS REGARDING INDICATIVE CONTENT This module provides a broad introductory view of Mass Communication which is appropriate for this level. ANY ADDITIONAL REQUIREMENTS A small amount of work on the place of new social media against traditional mass media paradigms would help to set the tone of the course at this point.

5 1. Name of Course: Introduction to Mass Communication 2. Course Code: BHMC Name(s) of academic staff: Pn Rasmuna Shafiee 4. Rationale for the inclusion of the course in the programme This course serves as a foundation for the students to acquire knowledge of basic media history and development. This accomodates students with understanding about media achievements and how it is important to society. Objectives: To introduce students to the concepts of communication process. To introduce students to the supporting industries in mass communication such as public relations, advertising and client management. To identify different mass communication settings. 5. Semester offered Semester 1 6. Total Student Learning Time (SLT) Total Student Learning Face to Face Time (SLT) L=Lecture L T P T=Tutorial P=Practical O=Others O Total Guided and Independent Learning Total SLT 7. Credit Value 4 8. Prerequisite (if any) Nil 9. Learning outcomes Upon completion of the course, students should be able to: 1. Define and explain the elements in mass communication process. (C1, A1, P1, CS) 2. Describe the functions of mass media. (C2, A1, P1, CS) 3. Define and explain the development of mass media in general. (C2, A2, P2, CS) 10. Transferable Skills: Skills and how they are developed and assessed, Project and practical experience and Internship. Transferable Skills How they are developed Assessment Manage to apply theory into Developed through lessons, Assessed through practice effectively coursework assessment coursework and Make effective use of case studies for obtaining interesting output Capturing and comprehend various types of world media. Work effectively within a team and exercises Developed through doing assignment on technical issues assessment Developed through lessons coursework assessment and practical Developed through lessons and group based coursework and practical 11. Teaching-learning and assessment strategy Teaching-learning Strategy Group Discussion Group Work/Assignment/Presentation Independent Reading Internet Research examination Assessed through coursework and examination Assessed through coursework and examination Assessed through group based coursework and practical

6 Library Research Assessment Written work Examination Quiz Journal writing 12. Synopsis This unit introduces students to the study of mass communication: the various levels of communication and theories; elements involved in the process of communication; and the effects to the mass media on society and culture. 13. Mode of Delivery Lecture Tutorial 14. Assessment Methods and Types Coursework (60%) Test : 30% Assignments: 30% Examination (40%) Answer 3 questions, 35 marks, 35 marks and 30 marks 15. Mapping of the course to the Programme Aims: PA1, PA2 16. Mapping of the course to the Programme Learning Outcomes: LO1, LO3, LO4 17. Content outline of the course and the SLT per topic Week Topic Student Learning Time (SLT) L T P O Total Guided and Independent Learning 1 Introduction Mass Communication Human Communication 2 Introduction Mass Communication Human communication Theories of Mass Communication Development of theories Functions of mass media 3 Theories of Mass Communication Developments of theories Functions of mass media 4 Theories of Mass Communication Development of theories Functions of mass media Development of the Mass Media Print Electronic Movies 5 Development of the Mass Media Print Electronic Movies

7 6 Development of the Mass Media Print Electronic Movies Controls on the Mass Media Economic Political Governmental Legal constraints Social responsibility Code of ethics 7 Controls on the Mass Media Economic Political Governmental Legal constraints Social responsibility Code of ethics 8 Controls on the Mass Media Economic Political Governmental Legal constraints Social responsibility Code of ethics Effects of the Mass media Social change Popular culture Agenda setting 9 Effects of the Mass media Social change Popular culture Agenda setting 10 Effects of the Mass media Social change Popular culture Agenda setting Mass Media Support System : News industry Advertising Public Relations News wire services (The various areas in Mass Communication- How are they related? E.g. Public Relations, Advertising, Graphic Design, Journalism, Broadcast Communication, Media Studies) 11 Mass Media support Systems: News industry Advertising Public Relations

8 News wire services (The various areas in Mass Communication- How are they related? E.g. Public Relations, Advertising, Graphic Design, Journalism, Broadcast Communication, Media Studies) 12 Mass Media support Systems: News industry Advertising Public Relations News wire services (The various areas in Mass Communication- How are they related? E.g. Public Relations, Advertising, Graphic Design, Journalism, Broadcast Communication, Media Studies) 13 Research on Mass Communication: Goals 14 Research on Mass Communication: Methodologies Assessment: Coursework Final Exam Total Total Total SLT 160 Subject Credit Main references supporting the course 1. Dominick, J.R The Dynamics of Mass Communication: Media in the Digital Age. New York: McGraw Hill. Additional references supporting the course 1. Stanley, J.B Introduction to Mass Communication: Media Literacy and Culture. CA: McGraw Hill. 2. John, C.V The Media of Mass Communication. 10th edn. Needham Heights: Allyn & Bacon. 19. Other additional information: Nil

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