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1 nication Communication College of

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3 Officers of the College Professor Hamid Al Naimiy Professor Abderrahmane Azzi Administrative Support Staff Thureya Ahmed Chancellor Dean College of Communication Administrative Assistant Contact Information College of Communication Building, W7 University City Sharjah, UAE Accreditation All programs offered in the College of Communication are accredited by the Commission for Academic Accreditation, Ministry of Higher Education and Scientific Research, UAE. History The College of Communication at the University of Sharjah was launched on September 1, 2002, following a University Board of Trustees (BOT) decision to convert the former Department of Communication at the College of Arts and Sciences into a full-fledged College of Communication. Since then, the College has grown into a major college in the University with up-to-date infrastructures (radio and TV studios, desktop publishing and multimedia labs), 21 faculty members and a population of about 1200 students. The College offers four accredited BA programs in Arabic and one BA program in English. The Arabic BA programs are in Journalism, Electronic Media (Radio and TV), Graphic Design and Multimedia, and Public Relations. The BA English program is in Mass Communication. Students in the College are effectively trained in theory and practice. They are extensively trained in media production through their practical courses, projects, participation in reporting events in the University and in the community and through practicum in the field work. College of Communication Vision The College is currently active in implementing a new vision which gives the College a global position in the field of broadcasting. The new vision involves tenets of quality, effectiveness, bilingualism, serving the community and universalism. Recently, the College signed two memorandums of understanding with Sharjah TV and DM-TV whereby the College cooperates with the channels to produce joint TV programs in the form of talk shows to discuss social issues of major concern to the community. The College also has established two independent centers to focus on media research and media production: Public Awareness Research Center (PARC) and Media Production Center (MPC) for the purpose of providing knowledge, data and other media services to different institutions in the country. Finally, the College provides enriching experience for students who have interest and motivation to become professionals, researchers and leaders in the field of media and public relations. Mission College of Communication is committed to providing its students with academic and professional experience of the highest standards and provide comprehensive and specialized programs in the field of media and communication. The College seeks to prepare excellent graduates on personal, social, academic, professional grounds. The College is committed to contribute to the development of society in line with the values, heritage and culture of the Arab and Muslim community, while striving for the development of media education and research in the Emirate of Sharjah and the UAE with regional and global outreach. 485

4 Goals The College of Communication strives to achieve the following goals: To provide students with educational knowledge in the field of communication sciences and media, according to the highest levels of quality in journalism and radio and television (electronic media), graphic design and multimedia and public relations. To prepare qualified media professionals who can play a part in different executive and professional careers in several media institutions such as newspapers, radio and television, and PR departments in private and government institutions. To develop media studies through scientific research collaboration and cooperation with universities and academic institutions in the UAE and at the regional and international levels. To contribute to the cultural and social progress of the community by responding to its needs through effective partnership with media organizations, public relations departments, and the establishment of specialized research centers and scientific associations that aims to market the college s academic and research services for mutual benefits. To preserve and emphasize the Arab and Islamic culture and community s ethics in all of the tasks undertaken by the College, whether at the level of teaching or scientific research or community service. To provide students with knowledge and skills of media profession codes ethics and laws in the areas of press, radio and television, and public relations. To raise the quality of media education by developing cooperation with other higher education institutions and the adoption of best practices in teaching and learning, and establishing cooperation agreements with Western distinguished universities in the field of communication science and media. To develop the qualifications and skills of college graduates to keep abreast of developments in the local, regional and international levels by linking the college s programs with the market s needs and through programs of continuous education and training. Academic Programs The College of Communication has two departments, Mass Communication and Public Relations. The academic programs offered by these departments are: 1. Bachelor of Arts in Public Relations (Arabic). 2. Bachelor of Arts in Mass Communication (English). 3. Bachelor of Arts in Communication Graphic Design and Multimedia (Arabic). 4. Bachelor of Arts in Communication Electronic Media (Arabic). 5. Bachelor of Arts in Communication Journalism (Arabic). 6. Master of Arts in Communication. Mass Communication is the only program offered in the College of Communication in which the language of instruction is English. Other programs are taught mainly in Arabic. The Mass Communication program is presented in this English version of the Bulletin. Arabic-based programs are described in the Arabic version of the University bulletin. The Master of Arts in Communication program is described in the University Graduate Bulletin. Admission Requirements Admission to the College of Communication is subject to satisfying the English proficiency requirement and the necessary academic preparation as described in the University section on Admission in this Bulletin. Applicants should refer to that section for details on the admission requirements. In addition to satisfying the University requirements, applicants aspiring to join the College of Communication must submit to a personal interview. 486

5 Graduation Requirements Each degree program comprises three categories: University requirements (UR), college requirements (CR), and program requirements (PR). The University requirements are common to all departments in the College of Communication. Each program has its own required and elective courses. The credit hours allocations for each program are shown in the following table: BA in Public Relations, Arabic (123 Credits Hours) UR CR PR/SR Total Mandatory Credits Elective Credits Total BA in Mass Communications, English (123 Credits) UR CR PR/SR Total Mandatory Credits Elective Credits Total BA in Communication - Graphic Design and Multimedia, Arabic (123 Credits) UR CR PR/SR Total Mandatory Credits Elective Credits College of Communication Total BA in Communication - Electronic Media, Arabic (123 Credits) UR CR PR/SR Total Mandatory Credits Elective Credits Total BA in Communication Journalism, Arabic (123 Credits) UR CR PR/SR Total Mandatory Credits Elective Credits Total

6 Course Numbering Scheme Courses offered in the College of Communication are designated by number codes in the form 08XYABC where: XY ABC 00: mandatory College Requirements (in Arabic) 06: Bachelor of Arts in Communication (in Arabic) 07: Bachelor of Arts in Public Relations (in Arabic) 08: Bachelor of Arts in Mass Communication (in English). Program specific course number described in the respective program sections I. University Requirements Every student working for a B.Sc. degree in a science program is required to take 24 credit hours of general education courses distributed over six domains. 12 mandatory credit hours are selected from Domains 1, 2, and 3, and 12 elective credit hours selected from domains 4, 5 and 6 as indicated below. Domain 1: Islamic Studies, History and Culture (3 Credits) Islamic Culture 3 Domain 2: Languages (6 Credits) Arabic Language, Literature and Culture: Take one of the following courses Arabic Language (for Arabic Speakers) Arabic Language (for non-arabic Speakers) 3 English Language, Literature and Culture: Take one of the following courses Basic English English for Academic Purposes 3 Domain 3: IT or Mathematics (3 Credits) Introduction to Information Technology 3 Domain 4: Literature and Humanities (3 Credits) Islamic Civilization Human Rights in Islam and International Declarations Introduction to Arabic Literature History of the Sciences among Muslims History of the Arabian Gulf History of Medical and Health Sciences Arts and Medicine 3 Domain 5: Applied Sciences, 3 Credits Astronomy and Space Sciences Man and the Environment* Health Awareness and Nutrition 3 488

7 Domain 6: Social Sciences and Education (3 Credits) Fundamentals of Islamic Education UAE society Introduction to Psychology Introduction to Economics ( for non B)* Introduction to Business Administration Media in Modern Societies Personal Finance* Analytical Biography of the Prophet 3 * Not for students in the College of Business Administration Domain 7: one 3-credit hour course from Domain 4, 5, or 6 II. College Requirements College requirements (In English) consist of the 30 credit hours listed in the table below. Course # Course Title CrHrs Prerequisite Introduction to Communication Media Writing Introduction to Graphic Design Introduction to Journalism Introduction to Electronic Media Communication Theories Media Law and Ethics Communication Research Methods Internship 3 75 credits Graduation Project 3 Final semester College of Communication

8 Descriptions of the required College courses are given below Introduction to Communication (3-0:3) This course provides an overview of the different fields of communication, including print and electronic journalism, public relations and advertising, multimedia and graphic design. It also sheds light on the communication process and conditions for successful communication. Prerequisite: None Media Writing (3-0:3) This course covers writing for a range of media fields: print and electronic journalism, public relations and advertising, etc. Students learn the basics of writing for mass communication including writing news leads, news stories, simple advertisements, broadcast items and press releases. Prerequisite: None Introduction to Graphic Design (2-2:3) Survey of contemporary approaches in graphic design The graphic design process and elements. Graphic design from concept to finished artwork. Graphic design applications in print, television and interactive media. Digital design software including Photoshop, Illustrator, and others. Prerequisite: Introduction to Journalism (3-0:3) The course introduces students to the fundamentals of newspaper production. The course is aimed at giving the student hands-on benefits of producing a newspaper through planning, reporting, photographing, editing, computer layout and design, advertising, and circulation. This course will aid the student in developing responsible attitudes toward meeting deadlines, time management and other workplace skills, and aid with career development. Prerequisite: None Communication Theories (3-0:3) Basic theory definitions. Functional and structural theories. Mass communication models. Media effects theories and perspectives, the agenda setting function, two-step-flow hypothesis, bullet theory, selective exposure, diffusion of innovations. Prerequisite: Introduction to Communication Introduction to Electronic Media (3-0:3) Historical development of radio and television. Description of broadcasting characteristics, technical features, programming formats and broadcast systems. The radio studio. Television cameras and editing systems. Practical applications in studio operations. Prerequisite: None Media Law and Ethics (3-0:3) Ethical foundations of mass media laws. Ethical issues in mass communication and public relations practices. Media law and professional and ethical codes of ethics in the Arab World and around the world. Case studies. Prerequisite: Introduction to Communication Communication Research Methods (3-0:3) An introduction to basic qualitative and quantitative research methodologies in mass communication, public relations and advertising. The survey, content analysis, the experiment, focus group, and historical, and different research techniques. Practical applications. Prerequisite: Introduction to Communication Internship (3 Credits) An eight-week supervised summer internship that enables students to obtain professional experiences at media organizations, public relations and advertising agencies or multimedia companies. Prerequisite: Completing a minimum of 75 credits. 490

9 Graduation Project (3-0:3) Students produce a research project or a practical strategy or media work under course instructor. Students may work as teams to gather field information on existing media structures or may produce media works for media purposes. Students may use studio and desktop publishing facilities. Prerequisite: Senior standing. Program Requirements College of Communication Requirements for the Bachelor of Science degree are program-specific. They encompass three categories: Major specific core courses, major specific elective courses, and courses chosen from outside the major. The program requirements for the bachelor degrees in the different Science majors are given hereafter. Details and titles of relevant courses are included in the Student s Study Plan (SSP) that is availed to every Science student.

10 MASS COMMUNICATION Personnel Professor: Coordinator: Assistant Professors: Abderrahmane Azzi Dr. Hibatalla Al Semary Dr. Suzana Djamtoska Zdravkovska Vision The BA in Mass Communication aims at providing quality education in the field of mass communication and to be a regional leader in Mass Communication training and education (in English) with an emphasis on meeting growing UAE needs, and to gain International academic accreditation. Mission The mission of the BA in Mass Communication is to provide distinguished education and advanced training skills in Mass Communication field and equip its graduates with the knowledge, tools, and skills to compete at both national and regional levels. Objectives The Mass Communication program supports the following objectives: 1. Provide students with a high quality education in the area of mass communication. 2. Introduce students to possible career options in mass media and qualify them to obtain jobs in various mass media. 3. Provide students with writing skills for different media outlets. 4. Empower students with specialized technical skills in print, multimedia and broadcast media. 5. Enable students to cope with and understand the evolving global trends in communication technologies. 6. Provide students with critical and analytical skills in handling contemporary social and cultural issues as they are portrayed by media institutions. 7. Applying international standards in teaching mass media and obtain academic accreditation. 8. Attract distinguished faculty members to teach in the program to strengthen its reputation among other mass media programs in the UAE and the Arab world. 9. Meeting the growing national and regional job markets needs for young and bilingual mass media practitioners. Program Outcomes By the end of the program the students will be able to: 1. Understand the concepts, functions, and theories of mass and digital media, their role in society, and history. 2. Understand the meaning of media social responsibility, professional ethical practices, and laws that organize mass media practice, and principles and laws of freedom of speech and press and have an interdisciplinary knowledge that links media with social, cultural, economic and historical processes. 3. Acquire skills of critical thinking as this relates to concepts, assumptions and approaches of media and their roles in modern diverse and global society. 4. Understand and apply research tools and techniques in media research and evaluation of media products. 5. Has the ability of use and synthesis information and knowledge from a variety of sources in media production and research. 492

11 6. Use and operate radio and Television equipment and studios and to master videography, editing, and directing for radio and television. 7. Conduct communication research and collect data via various methods and being able to interpret data using basic statistics. 8. Prepare, design and produce various newspapers and magazines using latest desktop publishing software and photojournalism skills, and produce different media using the latest graphics design and multimedia software. 9. Work independently as well as part of a team in various communication and media settings. 10. Be creative in designing and producing media contents that impact on the profession and the community. 11. Think critically, creatively, and independently, including the ability to critically evaluate own work and that of other. 12. Demonstrate an understanding of the diversity of peoples and cultures and of the significance and impact of mass communications in a global society. 13. Work independently in designing and implementing communication/media projects. 14. Apply knowledge and skills in real situations in the filed through internship and other training settings. 15. Interact with professional colleagues in a team in a range of settings 16. Appreciate the importance of leadership, team work and decision- making processes in media production. 17. Exercise self-evaluations in various educational settings and media practices 18. Able to explore new ways of thinking and doings in a fast-changing media landscape locally and globally. 19. Critically discuss and evaluate the role of ethical media practices in contemporary diverse environment. Career Opportunities Because of the diverse nature of the program, graduates have many career opportunities in public and private media companies in the UAE or abroad. Program graduates may work in TV and radio stations in careers such as media writing, translation, video shooting and editing, directing, program hosting. They may work also in newspapers, magazines, and advertising agencies in careers such as graphic and layout design or web design. Program graduates may work in public relations sections in any public or private company as well. College of Communication Program Overview The B.A. in Mass Communication (MCE) is taught exclusively in English and involves a broad range of knowledge in Mass Communication. The program allows students to develop interest in certain areas of specializations through their graduation project. The MCE program includes both theoretical and practical/hands-on learning approaches. The program utilizes up-to-date facilities as broadcast studios, desktop publishing labs, inews and multimedia labs and other instructional facilities that meet international standards in the field. The program empowers students with media knowledge, critical thinking, and most importantly, understanding media issues in their socio-economic and global contexts, in addition to skills necessary to work and compete in an advanced technological and global environment. B.A. in Mass Communication (123 Credits) UR CR PR Total Mandatory Credits Electives Credits Free Elective Credits Total Mandatory Liberal Arts and Sciences courses offered by other departments. 2 Chosen from a list of 12 courses (36 credits) offered by the College of Communication. 493

12 494 I. University Requirements The list of the 24 credits of University required courses and their descriptions are presented in the introductory pages of the College of Communication section in this bulletin. II. College Requirements The list of the 30 credits of College required courses and their descriptions are presented in the introductory pages of the College of Communication section in this bulletin. III. Program Requirements The program requirements consists of 69 credit hours of courses divided into four major sets as described below. A. Elective Core Courses This set consists of 21 credit hours selected from the following list: Course # Course Title CrHrs Prerequisite Media in the UAE Photography Principles of Public Relations Information Society Public Opinion News Reporting Video Shooting and Editing Layout and Design Radio and TV Directing Integrated Communication International and Intercultural Communication Online Journalism B. Mandatory Support Courses This category includes the 42 credit hours of Liberal Arts and Sciences courses as indicated in the table below. Course # Course Title CrHrs Prerequisite Speech Communication 3 TOEFL Computer-Assisted Language Learning Historical Text in English Sociological Texts in English Introduction to International Relations Conflict in the World International Human Rights Principles of Management Principles of Marketing Business Communication Creative Thinking and Problem Solving for Managers Marketing and Communication Health Education and Health Promotion 3 None Interactive Media

13 C. Free Elective Courses Students are allowed to select 6 credit hours of free electives from outside of the College of Communication. Study Plan The Mass Communication program encompasses 123 credit hours distributed over four years, 8 semesters of study in addition to a practical training that takes place on site at a specified workplace over summer after the student successfully completes 84 credit hours of coursework. Year I, Semester 1 (15 Credits) Course Title CrHrs Prerequisites Arabic Language English for Academic Purposes Islamic Culture Introduction to Communication Media Writing 3 Year 1, Semester 2 (15 Credits) Course # Title CrHrs Prerequisites University Elective Introduction to Information Technology - English Introduction to Graphic Design Introduction to Journalism 3 Year 2, Semester 3 (15 Credits) Course # Tile CrHrs Prerequisites Introduction to Electronic Media xxx Elective Core Course xxx Elective Core Course 3 College of Communication Year 2, Semester 4 (15 Credits) Course # Title CrHrs Prerequisites 0808xxx Elective Core Course Communication Theories Media Law and Ethics xxx Elective Core Course 3 495

14 Year 3, Semester 5 (18 Credits) Course # Title CrHrs Prerequisites Communication Research Methods Free Elective xxx Elective Core Course 3 Year 3, Semester 6 (18 Credits) Course # Title CrHrs Prerequisites 0808xxx Elective Core Course 3 University Elective 3 Year 3, Summer Training (3 Credits) Course # Tile CrHrs Prerequisites Internship 3 84 credits Year 4, Semester 7I (12 Credits) Course # Tile CrHrs Prerequisites 0808xxx Elective Core Course 3 University Elective 3 Free Elective 3 Year 4, Semester 8 (12 Credits) Course # Title CrHrs Prerequisites Graduation Project 3 Senior Standing University Elective 3 496

15 Courses Descriptions The courses offered by the Mass Communication program start with (0808). Description of the courses in the program of study that are offered by other programs within and outside the College are described in the pages of the associated programs. Elective Core courses Description of the elective core courses of which students are required to select 21 credits are given below Media in the UAE (3-0:3) Historical development and current overview of media of mass com-munication in the UAE. Media role in national development and cultural advancement. Media development in the 1990s: the press, broadcasting, internet communications and adver tising in the UAE. Media profes sional orientations. Future trends. Prerequisite: None News Reporting (2-2:3) Gathering information and writing articles for print media, including. Using conventional and online news sources. Basic reporting and writing of various news stories accidents, reviews, profiles, sports, and crimes. News reports may be published in community or student newspapers. Prerequisite: Introduction to Journalism Video Shooting and Editing (2-2:3) This course introduces the student to the tools, techniques and language of videography. Video camera components and operations, camera techniques and operating field video camera and related equipment. Tools, techniques and language of digital editing (Final Cut Pro software). The class will act as a hands-on production lab and cover the technical fundamentals of shooting and non-linear editing. Prerequisite: Introduction to Electronic Media Layout and design (2-2:3) Students learn the fundamentals of newspaper and magazine and other publications layout and design. Through a theoretical study and hands-on experience, students will become familiar with publications design, desktop publishing and graphics software including Photoshop and Illustrator. Practical applications in desktop publishing lab. Prerequisite: Introduction to Journalism. College of Communication Principles of Public Relations (3-0:3) The concepts and process of public relations in modern societies, and the role of PR in various organizations. Historical development of public relations. Public relations models. PR practitioners in modern societies. Features of good public relations. Prerequisite: None Radio and TV Directing (2-2:3) The process of radio program directing.directing techniques in pre-recorded and live programs. Audio& Video mixing techniques, indoor and outdoor production, Control management. Handling Audio& Video matters.practical applications in the studio.directing thinking and planning techniques. Prerequisite: Introduction to Electronic Media Photography (2-2:3) Conventional and digital photography. Applications in media work. Basics of photography. Photography as a journalistic practice. The camera and its components. The Internet as a source of digital pictures. Practical applications. Prerequisite: None. 497

16 Information Society (3-0:3) The concept of the information society. Recent global trends in information technology development. Information as a strategic political, economic and cultural resource. Features of the information age. The information industry. Information society features in the United Arab Emirates and the Arab world. Case studies. Prerequisite: None Integrated Communication (3-0:3) An introduction to the principles and applications of integrated communication. Using integrated communication methods in media campaigns. Planning, executing and implementing integrated communication campaigns. Case studies. Prerequisite: Introduction to Communication Online Journalism (3-0:3) Understanding the Internet and its impact on journalism, with special attention to the search for a new style of narrative one that could take advantage of the simultaneous use of text, hypertext, photos, images in motion, audio and databases. Students gain practical experience in the production of an electronic information delivery product using computer programs such as HTML, Dreamweaver, and others. The course discusses the business, ethical, and legal implications of online journalism. Prerequisite: Introduction to Journalism Public Opinion (3-0:3) The concept of public opinion. Theories of public opinion. Media role in public opinion formation, including the agenda-setting hypothesis. Public opinion as a social and political force. Public opinion polls and how they relate to media performance. The Internet as a source of public opinion formation. Case studies. Case studies of advertising and marketing use in public relations in the UAE and other countries. Social responsibility and ethics in advertising and marketing as applied to PR. Prerequisite: Introduction to Communication International and Cultural Communication (3-0:3) The influence of culture on communication processes. Focus on the impact of values, beliefs and perspectives on intercultural interactions. Issues pertaining to trans-border Information flows in the age of globalization. Local cultures and national identities. Media role in safeguarding indigenous cultures and modes of expression. Prerequisite: Introduction to Communication. Mandatory Support Courses Description of the 42 credits of mandatory courses supported by other programs are described in the bulletin section of the specific programs that offer them. 498

17 FACULTY LIST MASS COMMUNICATION Abderrahmane Azzi, Professor and Dean, PhD in Sociology of Mass Communication, North Texas State University, USA, Essam Nasr Salim, Associate Professor, PhD in Radio and TV, Cairo University, Najwa Fahmi, Associate Professor, PhD in Mass Communication, Cairo University, Dr. Hibatalla Al Semary, Associate Professor, Ph.D. Radio and TV, Cairo University, Fawzia Alali, Assistant Professor and Chair of Department, PhD in Radio and TV, Cairo University, Mamdouh Elmeshmeshi, Assistant Professor, PhD in Radio and TV, Cairo University, Nassir Bouali, Assistant Professor, PhD in Mass Communication, University of Algiers, Mohamed Chettach, Assistant Professor - PhD in Radio and TV, University of Algiers, Rahima Aissani, Assistant Professor, PhD in Radio and TV, University of Algiers, Alaa Eldin Ibrahim, Assistant Professor and Program Coordinator - PhD in Mass Communication Texas A&M University, USA. Dr. Ahmed Omar, Ph.D. in Graphic Design, Al-Minya University, Dr. Suzana Djamtoska Zdravkovska, Ph.D. in Journalism, Cyril and Methodius University, Al Amine Benhamida, Lecturer, MA in Multimedia, University of Tunis, PUBLIC RELATIONS Kayrat Ayad, Associate Professor and Chair of Department, PhD in Public Relations, Leicester University, Khaled Gaweesh, Associate Professor, PhD in Public Relations, Cairo University, Khaled Zamoum, Assistant Professor, PhD in Communication, University of Paris II, Hamza Saad, Assistant Professor, PhD in Public Relations, Leicester University, Ahmed Farouk, Assistant Professor, PhD in Public Relations, University of Halwan, Cherifa Al Marzouqi, Ph.D. in Public Relations, Cairo University, Dr.Engy Mohamed Abou Sreea, Ph.D. in Public Relations, Cairo University, 2011 Islam Nassib, Lecturer, MA in Communication, University of Sharjah, Dr. Amal Anbar, Lecturer, MA in Communication, University of Sharjah, College of Communication 499

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