74 COLLEGE OF LIBERAL ARTS DEPARTMENT OF MASS COMMUNICATION Degrees Offered: B.A., M.A. Chair: Wang, Weitsy, ( 王 慰 慈 ) The Department Undergraduate Program Established in 1983, the Department of Mass Communication embraces the most fundamental aspects of human interaction, from traditional mass communication to cutting edge communication technologies and information studies. Rooted in the College of Liberal Arts, the department is founded on a broad liberal arts education as the first professional requirement for future communicators. Students approach mass communication as science, art, and service while relating it to many facets of society. Students majoring in mass communication must fulfill requirements for a Bachelor of Arts degree in the College of Liberal Arts. The curriculum focuses on content production, marketing communication, as well as the humanities and social science. A selection of courses in the sequences-- TV, Radio, Films; Advertising, Public Relations, and Information Technologies-- provide the technical training and knowledge required to carry out professional work in the field of mass communication. Graduate Program The department s master s program was launched in 1995. The establishment of this graduate program was a response to the strong demands of highly qualified communication professionals and in accordance with the University s long-term strategic plan. The graduate program focuses on providing advanced education in the fields of Information Studies and Marketing of Culture. Over the years, our alumni have thrived in the areas of advertising, journalism, marketing, television, and information services. With a solid foundation in mass communication, the graduates are also well prepared for the pursuit of advanced academic study in either domestic or international graduate programs. Faculty Professor Chao, Yaly ( 趙 雅 麗 ) Associate Professors Chi, Huei-chun ( 紀 慧 君 ); Wang, Weitsy ( 王 慰 慈 ) ; Yang, Mingyu ( 楊 明 昱 ) ; Tang, Da-Lun ( 唐 大 崙 ) Assistant Professors Chu, Shiau-lung ( 朱 孝 龍 ); Hsu, Chawn-yang ( 許 傳 陽 ); Hung, Jenn-jia ( 黃 振 家 ) Lecturers Ma, Yu-pei ( 馬 雨 沛 ); Wang, Wei-kang ( 王 維 綱 ) Degree Requirements 1. Requirements for a B.A. degree of in Mass Communication: Completion of 145 credits of courses, including 90 credits of required courses and 21 credits of elective courses. 2. Requirements for a Master's degree in Mass Communication: Completion of 30 credits of courses, including 9 credits of required courses and 21 credits of elective courses. Students are also required to submit a written master's thesis completed under the supervision of a faculty member, and pass an oral examination.
COLLEGE OF LIBERAL ARTS 75 Course Descriptions Undergraduate Courses A0301 Multi-Media Communication (2/2): This course introduces application of multiple media content in a single work. In most cases, students suffer from language-image conversion, understanding the use of images is vital in digital multimedia environment. Hence, the process of conveying concept into images is the main theme of the course. This course will also assist students in enhancing their skills in moving images. A0557 Feature Writing (0/2): This course is an advanced course in writing feature articles for newspapers and magazines. It covers basic components of feature writing principles, style, and structure, emphasizing different style writing purpose, connotation and techniques. A0597 Advanced Professional Photography (2/0): This course provides operational training of the 4x5 Professional View Camera, manual lighting, various functional techniques of studies operation to coordinate the photographic knowledge and techniques with the requirements of advertising agencies printing media making techniques. A0660 Newspaper Practicum (3/3): This course is designed for students to practice news-writing and news-editing through participation in the operation and production of community weekly newspapers. A0667 Visual Communication (2/2): This course is designed to teach students how to analyze images and how to use images to communicate their ideas. A0679 Mass Communication Research Methods (3/3): This course introduces students to the approaches to social research in mass communication as well as on how to analyze data and utilize results to solve problems related to mass communications. A0692 Journalism (2/2): This course provides a survey of current theories and development of journalism. In this course, news is an interactive process, not only produced, but also transmitted and received. A0764 Advertising (2/0): This course provides an introduction to advertising theories and the process of advertisement production. A0844 Introduction to Drama (2/0): This course explores the fundamentals of drama and provides practical experience with stage performances in the Experimental Theater. It enhances students advertising literacy and enable them to apply what they learned in the real world. A0868 Introduction to Art (2/2): This course introduces students to the masterpieces of paintings, sculptures, architecture, dancing, opera, and drama around the world, from the dawn of civilization to the contemporary art. A1082 Production of Broadcasting Programs (2/2): This class provides students with hands-on experiences of radio program production, and also helps them understand the concepts and issues of the field. A1084 Introduction to Sociology (2/2): This course is an introduction to the basic concepts of sociology. This course will inspire students with wider imagination to be useful for understanding social phenomena and practice in the mass communication. A1087 Colloquium for Communication (2/2): This course is a pro-seminar type of course, providing a common open discussion ground on the current communication issues and problems by inviting scholars and specialists from various aspects of communication.
76 COLLEGE OF LIBERAL ARTS A1103 Media Critique (0/2): This course offers an application of theories of media to analyze the media culture in Taiwan. This course is designed for those interested in critical theory and training in critical thinking. A1209 Communication Theories ( 2/2 ) : This course familiarizes students with how communications work; system and functions of mass communications; communicators messages channels; audience, process and effects. A1264 Media Management (0/2): This course offers an introduction to the various schools of management theories; case studies of media; and application of theories. A1418 Broadcasting Practicum I (1/1): This course immerses students in a practical setting to foster their competency in media management and program production in the field of radio broadcasting. A1419 Broadcasting Practicum II (2/2): This course is a continuation of Broadcasting Practicum I. A1504 Introduction to Public Relations (2/0): This course provides an introduction to Public Relations and the operational models, basic learning of PR theory and PR practice. A1568 Basic Photography (0/2): This course explores the theories of photograph materials and processes, and photographic techniques and equipment. A1745 Script Writing for Movie and TV (0/2): This course emphasizes both writing theory and practical experience with scriptwriting (movies, TV show, plays), with special attention to the arrangements of characters and scenes. A1780 Off-campus Practicum in Media (2/0): This course provides an opportunity for students who wish to practice in various areas of mass communication A1963 Broadcasting Practicum III (1/1): This course is a continuation of Broadcasting Practicum II. A2209 Communication Psychology (2/2): The Psychology of Mass Communication maintains a multidisciplinary appeal and draws from developmental psychology, sensory and cognitive psychology, systems theory, and positive psychology. Psychology is a crucial factor that enables a message to trigger effects in others. For a better understanding of psychological effects in the field of communications, this course introduces the relationship of the human mind and behavior; and how they affect individuals and society. A2280 Advertising Creativity (0/2): Advertisement aims to communicate a message persuasively. The objective of this course is to instruct students how to link the characteristics of a product with the needs of the consumers. This link will lead the way to make an effective advertising motif and the motif could be further developed into a set of persuasive advertising messages. Consequently, advertisers can successfully sell their products or services. A2281 Popular Culture ( 0/2 ) : This course introduces popular cultural phenomena and the meanings and ideologies behind them. Cultural phenomena such as American s Woodstock Rock Music Festival to Jay Chow s popularity in Taiwan in the field of popular music; icons from Marilyn Monroe in the U.S. (and to the world) to Lin Chi-ling in Taiwan, comedy cultures from Charlie Chaplin to Stephen Chow, etc. will be introduced as texts for analyses. Furthermore, this course introduces important theorists of contemporary visual culture studies, such as Jean Baudrillard, Louis Althusser, Antonio Gramsci, Walter Benjamin, Roland Barthes, and Judith Butler. This course employs a cross-cultural and interdisciplinary approach to familiarize students with the complex ideologies behind popular cultures. A2342 Public Communication (0/2): The goals of this course are to help students: (1) to develop confidence when expressing themselves before a group; (2) to reason logically; (3) to
COLLEGE OF LIBERAL ARTS 77 orally present their information, ideas, and opinions in a coherent, organized fashion; (4) to learn the basics of outlining and organizing a speech; (5) to learn the basics of informative and persuasive speaking listen critically and objectively. A2383 Introduction to Digital Content (2/0): This course introduces digital applications on diffusion of innovations and changing attitude. Every unit in the course introduces operating methods on knowledge, persuasion, decision, implementation, and confirmation by using digital media; and discusses theory and practice process. This course provides a cross-media and cross-domain view of digital communication for students. A2384 Special Reporting and Project (2/0): This course emphasizes training of special reporting and project skills and concepts by means of consistent practice and operation, as well as class discussion and lecture. A2407 Theories of Creativity (2/0): Thinking is conditioned by habit. The objective of this course is to transform the habitual way of logical/vertical thinking into sensitive/horizontal thinking. Students will be able to discover their potential in creative thinking. Moreover, by way of multisided thinking, students will make their life and learning more stimulating, challenging and interesting. A2459 Introduction to Communication Profession ( 2/0 ) : This course is designed for the freshmen of Mass Communication Department, helping new university students to bridge the gap between high school and college and acquire abilities for their learning life and competence in the long run. The course content includes: communication introduction, course structure of the Mass Communication Department, educational goals of the Mass Communication Department, course taking decision, learning attitude, information literacy, thinking and reasoning, EQ management, and expression ability. A2460 Graduate Project: Independent Study and Exhibition (3/3): This course covers three subjects: film production, multimedia production, marketing communication campaign design. Students need to complete a finished work either on paper or visual presentation for their special study. A2520 Cross Media Marketing Planning (2/0): This course provides the basic introduction about the cross media marketing and the related application. Students will be trained for the planning ability to conduct the cross media marketing campaign. A2521 Pre-production of Audio Visual Program (2/2): This course is designed to provide students with the planning methods of various types of television programs, and a complete how-to workshop on the pre-production field in TV. A2522 Production of Audio Visual Program (2/2): This course teaches students characteristics of TV program, TV production, procedures, models, pre-production planning and strategy, videotaping, live-coverage, post-production, editing, wound-effect, special effects, TV program and viewers. A2523 Pro-seminar for Marketing Communication (0/2): This course covers multiple subjects about marketing communication. Students need to conduct teamwork for their selected case study related to marketing communication. A2524 Storyboarding and Editing of Audio Visual Program (2/0): The aim of this course is to analyze the basic visual and dramatic components of a shot and the editing principle of a narrative. A2525 Social Marketing (0/2): This course is designed to realize the theory and practice of nonprofit originations and the third sector how to promote and communicate their ideas to public by marketing theory. A2526 Communication English (2/2): This course introduces students to some major English newspapers, news agencies, and English newspapers' headlines and leads. Students will be trained in their English news reading, translating, listening, speaking, and writing skills.
78 COLLEGE OF LIBERAL ARTS A2527 Reporting on International Affairs ( 2/0 ) : This course introduces the reporting of international news on political affairs and business. During the course, printing media, electronic media and digital media will be reviewed. A2528 Information Writing and Editing (3/3): This course gives students opportunities to practice reporting and writing for print media; editing and headline construction; and page design. A2529 Readings in Communication (2/0): As an introduction to the fundamental contemporary and classical works in communication arts, this course is designed to make a connection across texts, authors, producers, institutions, society and history. A2531 Television Practicum (I) (2/2): The course is intended to offer students the opportunity to produce creative TV news and program. Students are taught to be responsible media professionals and are prepared to adjust to the changing electronic media environment. A2532 Television Practicum (II) (2/2): The course is intended to offer students the opportunity to produce creative TV news and program. Students are taught to be responsible media professionals and are prepared to adjust to the changing electronic media environment. A2534 Law and Ethic in Communications (2/0): This course aims to introduce the major concepts in the regulation of media industry. Issues discussed in this class include the freedom of speech, the access of media and the protection of privacy rights. The goal of this course is to prepare students with the basic understanding of legal issues in the field of media professionals. A2543 Introduction to Message Design ( 0/2 ) : Message is a sign pattern for meaning communication, including language (verbal), text, image, action, etc. A message contains meaning itself and between the lines. Message design is to making cognition and emotion connections between message sender and receiver, so to achieve communication effect. There are two means to achieve communication, with face-to-face and medium. This course discusses message meaning and its applications covering text, sound, and image in printing media, electronic media, and digital media. With different media, students learn in which the content being generated and understood. To help students construct learning direction in the future, the course emphasizes individual research and exploration. Attaining the linkage ability of theory versus reality and problem solving through discover, analysis, resolve, and apply process. A2544 Introduction to Human Communication (2/0): The broad-based communication course includes the theory of communication, interpersonal communication, small group communication, and public speaking. Students are invited to investigate life and career planning from their communication perspective. A2545 Documentary Photography (2/0): This course is designed for students to understand the principle of documentary photography. Students will learn the knowledge, technique and build the creative ability of series images in this field. A2553 Visual Art (0/2): This is an advanced class studying the ways in which visual media create meanings. Emphasis will be placed on filmic and tele-visual texts. A2554 Introduction to Marketing (0/2): This course teaches students marketing opportunities, selection of a target market, deciding upon a marketing strategy, and then developing a marketing mix: product, pricing, distribution and promotion. A2555 Development of Media Communication (0/2): This course emphasizes the procedures of developments of mass media, and also emphasizes the relationship between mass media and contemporary society. A2593 Introduction to Film and TV Entertainment Industry (2/0): This course introduces to students the basic structure of film and TV industry. It explores three aspects of entertainment industry: TV and related industries. Professionals in the related fields will be invited to the class to discuss face-
COLLEGE OF LIBERAL ARTS 79 to-face with the students A3409 Current Issues in Communication ( 3/3 ) : This course examines existing issues in communication education, media literacy, broadcasting, press, communications policy, etc., with a focus on current debates. The goal is to develop a practical approach to current debates while at the same time encourage students to develop a critical thinking and understanding of certain controversial communication issues. Discussions will be focused on a particular issue of the week, and assigned reading will contain articles relevant to that issue. All students are expected to read the articles before the class and assigned groups are required to prepare for seminar presentations. A3414 Digital Communication (2/2): This course introduces design and process of still image for digital environment presentation. To achieve the learning objective, Adobe Photoshop and Adobe In Design are used as the tool to understand the characteristics of static digital media. Because this course is designed for communication majors to better handle digital media, process of conveying concept is the main theme of the course. This course provides a cross-media and cross-domains view of digital communication for the students. A3450 Consumer Behavior (0/2): This course provides a basic introduction to consumer behavior theory and the process of consumer behavior. A3529 Film Studies (2/0): This course encourages students to critically examine the arts and industries of films. Three major domains are film theory, film aesthetics, and film history. We explore their impact on the society, politics, economy, and aesthetics. We study the language of moving visual images and sounds, and the ways they use to connect with the rest of the world. B0260 Organizational Behavior ( 2/0) : This course aims to provide students with essential theoretical fundamentals and practical skills in an organizational context. M0550 Public Relation Practicum (0/2): This course focuses on the study of the relationship between PR and media. By analyzing PR cases, students will be able to apply PR theory to real practice. Master's Program A1209 Communication Theories (3/0): This course is designed to help students understand the nature of theory, how to develop a theory, and how to use it. It is also designed to sensitize students to the role and types of inquiry. Specific theories are used as background information and as examples. A1288 Cultural Studies (3/0): This course investigates contemporary cultural theories and critical methodologies, with an emphasis on topics such as popular culture, the representation of ethnicity and gender, as well as media criticism. A1462 Discourse Analysis (3/0): This course introduces students to several major branches in the analysis of discourse. We will cover discourse analysis from an interdisciplinary perspective and will apply different approaches, ranging from sociolinguistics and narrative analysis to conversation analysis and critical discourse analysis. A1502 Integrated Marketing in Communication (0/2): This course focuses on the integration of various marketing tools in relation to the needs of customers; how to integrate strategy and communicate effectively. A2377 Statistic Method of Social Sciences (0/3): This course offers an introduction to the statistic principles and their applications. Students will be trained for the statistic based thinking ability to conduct data analysis. A2487 Culture Industry Seminar (0/3): The purpose of this course is to teach the process of producing a project in the culture industry. The class will focus on the methods of knowing and studying cultural phenomena. In this course, a wide range of culture industries, theoretical principles and methods that serve as the foundation for practicing the project will be reviewed. In particular, class
80 COLLEGE OF LIBERAL ARTS lectures, presentations and assignments will emphasize conceptual and operational features of figuring out a solution in the industry. A2488 Special Issues in Film and Culture (3/0): This course explores the interrelationship between film and culture. Various schools of theories, critical methods and approaches will be reviewed. Different issues on film and culture are emphasized in each semester. A2489 Media and Cultural Consumption ( 0/3): This course provides students with some analytical and methodological tools and encourages them to have critical reflections upon their everyday life. It emphasizes the dynamic connections between research problem, method, theoretical approach, analytical concept and subject matter. Multiple, intersecting structures of power, meaning, and culture will also be examined. A2546 Seminar in Communication Careers (1/1): This course aims to help students understand the role and nature of communication. It focuses not so much on existing communication professions but more on the process of discovery itself. Students are encouraged to rethink about the most currently popular "myths" on what communication is. Students are also expected to develop a deeper understanding of the nature of communication and of the ways to pursue a professional career in communication. A3414 Digital Communication (0/3): Computer technology has created a new communication community besides the real society-virtual community. The communications among the real society, virtual community, and media have become more and more complicated. This course aims to explore the psychology and behavior of the virtual community, and methods of managing virtual communication. Classroom activities include discussions, case studies, and reports. A3517 Organization and Management (3/0): This course examines the mechanism of interaction between people and organizations, and the application of management concepts. M1229 Brand Management (3/0): This course offers an introduction to the brand related theory and the branding process. Students will be trained to deal with brand management. T0081 Communication Research Methods ( 2/2 ) : This course explores issues relevant to measurement, design, and analysis in communication research, using techniques of both qualitative and quantitative research methods. T8000 Thesis (0/4)