APC #9 Senate #1387F ______ Approved ______ APC Document #9 _________ __ ___ ____ _____________ _____ Revisions of the Mass Communication Major Following is a complete revision of the Communication curriculum. These changes are the result of a year-long self-study conducted by the Communication Program. The self-study included a careful consideration of our students' needs and the University's mission, curricula at other institutions, the Oregon Report -- a recent national study of Mass Communication curricula, and the advice of five nationally distinguished consultants. In addition, advice was sought from faculty outside the Communication Program and from Administration. The self-study committee was comprised of Alan Hantz, Cathy Mitchell, Greg Lisby (Communications), Peg Downes, Michael Gillum (Literature), Pamela Nickless (Economics), and Tom Cochran (Administration). The Oregon Report, the Mass Communication Self-Study, and the consultants' reports are available upon request. The Mass Communication Program Self-Study, which included the attached curriculum change proposals, was submitted to the University Planning Committee and the Vice Chancellor for Academic Affairs this past April. The University Planning Committee's recommendations were articulated in a memorandum dated April 23, 1987. The following excerpts from those recommendations are relevant to this proposal: a. Change the name of the program to the Mass Communication Program. b. Adopt the proposed new curriculum which will strengthen the liberal arts emphasis of the Mass Communication Program and balance the program by providing an equal emphasis on print and video. c. Change the mission statement of the Mass Communication Program. d. Adopt prerequisite for the Mass Communication Comprehensive Exam. e. Set a prerequisite on entry into upper level Mass Communication courses. Page 2 The major thrusts of the revision are: 1. To insure that the communications major balances its offerings between craft courses oriented towards creativity (12 hours) and liberal arts courses oriented towards conceptual thinking (21 hours). 2. To make a balanced offering of courses oriented toward both the print and video media. 3. To create a system of prerequisites which will guide students toward academic success in the major. The complete text of the revised catalog copy appears as Appendix A. CHANGES are intended to be effective Fall, 1988. The specific proposals are: 1. CHANGE in name of the program. DELETE title: Communications (COMM) SUBSTITUTE title: Mass Communication (CM) MOVE the Communications section of the catalog from its current location in the UNCA catalog and insert it between the listing for Management and the listing for Mathematics. _________ Rationale: The term communications is far too broad since it encompasses many forms of human interaction which are not a part of the focus of the Communication Program at UNCA. The UNCA Communication Program focuses on the study of mediated messages for a mass audience and the functions of the mass media in society. The term Mass Communication more clearly describes this focus. 2. CHANGE in mission statement for Mass Communication Program. New Mission Statement: The Mass Communication Program offers a liberal arts major focusing on the study of the functions of the mass media in society. Graduates are prepared for graduate or professional study and for careers in the media. Page 3 _________ Rationale: This statement more clearly and succinctly explains the goals of the Mass Communication Program. 3. CHANGE in requirements for the Mass Communication major. New requirements to read as follows: ____ _____________ _____ Mass Communication Major I. Required courses in the major -- 33 hours distributed as follows: 190, 201, 203, 301, 303, 390, 490, 492, 494; plus six hours elected from odd numbered Mass Communi- cation courses at the 300 or 400 level and six hours elected from even numbered Mass Communication courses at the 300 or 400 level. (MC 451 cannot be used to fulfill the elective requirement.) II. Required courses outside the major--3 hours: PHIL 306. III. Prerequisite for taking upper level courses: A prerequisite for any Mass Communication major enrolling in any 300 or 400-level Mass Communication course is completion of the University Writing Requirement, Mass Communication 190, Mass Communication 201 and Mass Communication 203 with a C or better in each of these courses. Students may repeat each of these five courses once in an attempt to bring grades up to meet this requirement. When a student repeats a course, the new grade will replace the old one for determining entrance into advanced Mass Communication courses. A grade earned while repeating a Mass Communication course does not count in computation of a student's university-wide grade point average, except as stated in the "Replacement of F Grade" section of this catalog. Admission to upper level courses in Mass Communication for non-majors is only by permision of the instructor who will apply criteria similar to those stated above. IV. Other department requirements: A demonstration of competence is a comprehensive exam taken in the senior year. A prerequisite for taking this exam in Mass Communication is completion of 390, 490 and 492 with a grade of C or better in these three courses. Students may repeat each of these courses in an attempt to achieve the appropriate grades. When a student repeats a course, the new grade will replace the old one for determining admission to the comprehensive exam. A grade earned while repeating a Mass Communication course does not count in the computation of a student's university-wide GPA except as stated in the "Replacement of F Grade" section of this catalog. Page 4 _________ Rationale: All core requirements for the major stay the same except: Communications 221 is replaced by 201 and 203 at 2 credits each (see Item 10 below); Communications 395, Newspaper Workshop, will be deleted from the catalog and replaced by two new courses: 301, Desktop Publishing Workshop and 303, Electronic Media Workshop. Instead of students taking the Newspaper Workshop twice for one credit each, students will take both of these one credit workshops once. The decision to replace one hour of print workshop with one of video is tied to the need for Mass Communi- cation majors to be prepared for writing across media. This is consistent with the recommendations of the Oregon Report on mass media curricula and underlines our commitment to an integrated approach (see Item 10 below). The other changes extend an emphasis on the liberal arts from the core curriculum into the elective curriculum by guaranteeing that students devote 50 percent of their elective work in Mass Communication to conceptual courses in the liberal arts. The old requirement for a Minor is dropped to provide students more freedom and flexibility in course selection. The requirement for entry into upper level Mass Communication courses stems from the difficulty students with poor writing ability have in Mass Communication courses. The purpose of the prerequisite on admission to the senior comprehensive exam is to provide some coherence to the administration of the exam. There has been an unpleasantly high failure rate on the comprehensive exams in Mass Communication. The purpose of this prerequisite is to see that only qualified students enter the exam. More specific information on the courses listed above can be found in the discussion of individual courses which follows: 4. CHANGE in requirement for the Mass Communication minor: New requirements should read as follow: 190, 201, 203, 390, either 490 or 492, three hours elected from even numbered courses at the 300 or 400 level, and three hours elected from odd numbered courses at the 300 or 400 level. (MC451 cannot be used to satisfy this requirement.) _________ Rationale: These changes drop the requirement that Mass Communication minors work for a semester on the campus newspaper because minors have been only marginally-committed to that endeavor. In addition, it requires those minoring in Mass Communication to distribute their electives between craft and conceptual courses. It also requires that all minors take the junior level media history course and gives them an option of taking either the senior level law course or the senior level theory course. This change comes about because the junior level course has now become a pre- Page 5 requisite for entry into the two senior level courses. 5. DELETE the following courses from the catalog: Broadcast Journalism, Comm 331; Photojournalism, Comm 351; Newswriting, Comm 221; Film History and Criticism, Comm 281; Newspaper Workshop, Comm 395. _________ Rationale: With the expanded video offerings in this new curriculum, Broadcast Journalism becomes redundant. We have no darkroom facilities to teach Photojournalism. The one attempt to let ____ ________ the class coexist in the Blue Banner's darkroom was not a success. The Art Department is now offering a photo- journalism course in its photography sequence. A new writing sequence will replace Newswriting. A new more advanced class, Film as a Liberal Art, will replace film History and Criticism. A new course, Desktop Publishing, will replace Newspaper Worksop. 6. RENUMBER the following Mass Communication courses: CHANGE 105 to 190 CHANGE 305 to 390 CHANGE 342 to 343 CHANGE 344 to 345 CHANGE 401 to 490 CHANGE 405 to 492 CHANGE 495 to 494 _________ Rationale: All Mass Communication courses have been renumbered so that craft courses end in an odd digit and conceptual courses end in an even digit. This has been done for two reasons. 1) The changes make it easier for students to select their electives from either craft or conceptual courses by designating which category a particular courses falls in through the numbering system. 2) It makes clear a part of the underlying structure of the Mass Communication curriculum. 7. RENUMBER the following courses to a higher level. CHANGE 260 to 323 CHANGE 361 to 421 Page 6 _________ Rationale: The renumbering reflects the more advanced level at which Magazine Article Writing and Public Affairs Reporting are now being taught. 8. CHANGE the following Prerequisites: A. ADD to 490 (Communication Law and Ethics) the following: Prerequisite: MC390 or permission of the instructor. B. ADD to 421 (Public Affairs Reporting) the following: Prerequisite: MC301 or permission of the instructor. _________ Rationale: A. Background in the history of American Media is essential in understanding the complex contextual factors affecting legal and ethical decisions discussed in this course. B. A background in practical newsgathering is essential in relating to the problems and issues discussed in this course. 9. INCREASE the number of credit hours for MC494 Senior Seminar from one credit hour to three credit hours. _________ Rationale: The students are already doing three credits worth of work in this capstone course, which includes examination of contemporary media values, senior projects, and administration of the senior comprehensive examination. The change will have no impact on faculty load, as it already counts as three credits for faculty load purposes. This change will provide a fair payment in credits to the students. 10. ADD the following required craft courses: 201 Thinking and Writing for the Media (2) Gathering and writing information in a fair and accurate manner suitable for representation in the media. Devel- oping the ability to write under deadline pressure. Course includes a non-credit lab. Prerequisite: Completion of Freshman Writing requirement; ability to type. 203 Thinking and Writing for the Media II (2) Writing argument and opinion for presentation in the mass media. Reviews, editorials, columns, commentaries. Prerequisite: MC201. Page 7 _________ Rationale: Communications 221, Newswriting, is replaced by two courses created out of that course. These are Comm 221 and 223, Thinking and Writing for Mass Communication I and II. Each to these two credit courses will focus on teaching elements of critical thinking and clear writing for the mass media. The courses will be offered in Term I and Term II of the same semester. In the first course, students will focus on news reporting as they did in the old Newswriting course, but with a new emphasis on the process of logical analysis that underlies the accurate reporting of events. In the second course, students will focus on the writing of argument, opinion, and criticism within a mass media context. The emphasis in both of these courses will be on the development of a strong con- nection between critical thought and written expression. While both courses will discuss these skills within a media context, it is important to point out that the ability to think, analyze and present a factual report or a reasoned argument are liberal arts skills which will aid the students in their other coursework at UNCA and in whatever careers they choose, whether in media or not. 301 Desktop Publishing Workshop (1) Use of personal computers and small format publication tools to write, edit and produce the student-edited campus newspaper. _________ Rationale: The Desktop Publishing Workshop will provide students the opportunity to practice writing for the print media in a computerized, small format print environment. The Newspaper Workshop is retitled as the Desktop Publishing Workshop to underscore what is already going on in the course. Students do more there than simply work for the campus newspaper. They learn the ins and outs of small format publishing and do all the readings and examina- tions that one might expect from a one credit course. The new title and description better fits what actually takes place in that workshop. 303 Electronic Media Workshop (1) Writing for the electronic visual media including preproduction planning and electronic media production rudiments. Page 8 _________ Rationale: All majors will be required to take this course in the basics of writing for electronic visual media. In this course students will learn and practice the formal style of writing for electronic visual media and the mechanics of preproduction planning. 11. ADD the following craft electives: 433 Scriptwriting for Film and Video (3) Scriptwriting for long and short formats including production elements, script formats, dialogue, narration and message. Prerequisite: Completion of 303 with a grade of C or better. 335 Small Format Video Production (3) Examination of the variables associated with video production during pre-production including develop- ment of theme, direction of camera talent and crew, and post-production editing and sound. Course includes a non-credit lab. Prerequisite: completion of MC 303 with a grade of C or better. 435 Video Composition and Direction (3) In-depth individual work in video production, direction and post-production. Sophisticated manipulation of light, image and sound and the use of computer generated images. Limited enrollment. Prerequisie: Completion of 335 or 433 with a grade of B or better. _________ Rationale: The purpose of these three credits is to balance the craft offerings in the Mass Communication major with the addition of video courses. A high student demand is expected for these courses. The stringent prerequisites are necessary to contain enrollment to a manageable level. 12. ADD the following conceptual electives: 382 Film as a Liberal Art (3) An examination of the techniques, aesthetics, forms, functions, effects and value questions related to cinema as a creative art. Works of major American and international filmmakers. Major genres. __________ Rationale: Page 9 Communications 281, Film History and Criticism, is deleted from the catalog and replaced by 382, Film as a Liberal Art. This new title and description more accurately describe what has actually been taking place in the course. The higher number carries with it the expectation of greater rigor. 384 Contemporary Views of American Media (3) Major books which discuss the mass media in America including media autobiographies, historical studies of specific media, and sociological analyses of the media at work. 386 Mass Media Ownership and Control (3) Electronic and print media ownership and financing, role of new technologies and marketing techniques, antitrust restrictions and diversity of control. 484 Mass Communication and Politics (3) Study of the role of mass communication in American political campaigns. Topics covered in the course include the agenda setting function of the press, political campaigns as television drama, televised political debates, and political campaign advertising. 482 International Mass Communication (3) Communication of news and opinion among nations and under various political and economic systems; role of media in international affairs; barriers to the free flow of information; comparison of world press and entertainment systems. 486 Undergraduate Research in Mass Communication (3) A research seminar in which students work with faculty in ongoing research or design and carry out their own work under faculty supervision. _________ Rationale: The purpose of these five courses is to strengthen the Mass Communication curriculum by offering a strong set of conceptual courses to balance the already existing craft courses in the major. Each will be taught by a faculty member with strong academic preparation to deal with the subject matter. Several of these courses have been offered as special topics. Page 10 APPENDIX A COMPLETE TEXT OF REVISED CATALOG COPY MASS COMMUNICATION Associate Professor Hantz (Director); Assistant Professor Mitchell, Assistant Professor Lisby The Mass Communication Program offers a liberal arts major focusing on the study of the functions of the mass media in society. Graduates are prepared for graduate or professional study and for careers in the media. MASS COMMUNICATION MAJOR REQUIREMENTS I. Required courses in the major -- 33 hours distributed as follows: 190, 201, 203, 301, 303, 390, 490, 492, 494; plus six hours elected from odd numbered Mass Communication courses at the 300 or 400 level and six hours elected from even numbered Mass Communication courses at the 300 or 400 level. (MC451 cannot be used to fulfill the elective requirement.) II. Required courses outside the major - 3 hours: PHIL306. III. Prerequisite for taking upper level courses: A prerequisite for enrolling in any 300 or 400 level Mass Communication course or in Philosophy 306 is completion of the University Writing Requirement, MC190, MC201 and MC203. Admission to upper level Mass Communication courses for non-majors is only by permission of the instructor who will apply criteria similar to those stated above. IV. Other departmental requirements: A demonstration of competence exam taken in the senior year. A prerequisite for taking this exam in Mass Communi- cation is completion of MC390, MC490, and MC492 with a grade of "C" or better in these three courses. Students may repeat each of these courses in an attempt to achieve the appropriate grades. When a student repeats a course, the new grade will replace the old one for determining admission to the compre- hensive exam. A grade earned while repeating a Mass Communication course does not count in computation of a student's university-wide grade point average except as stated in the "Replacement of F Grade" section of this catalog. Page 11 MASS COMMUNICATION MINOR 19 hours distributed as follows: 190, 201, 203, 390 either 490 or 492, three hours elected from even numbered courses at the 300 or 400 level and three hours from odd numbered courses at the 300 or 400 level. (MC451 cannot be used to satisfy this requirement.) 190 MASS MEDIA AND SOCIETY (3) A study of the structure and function of mass communication in society; covers inter-relationship of print, radio, television, and film, including their potential as propaganda. Rights, responsibilities, characteristics and factors influencing the media. 201 THINKING AND WRITING FOR THE MEDIA I (2) Gathering and writing information in a fair and accurate manner suitable for representation in the media. Developing the ability to write under deadline pressure. Course includes a non-credit lab. Pre- requisite: Completion of Freshman Writing requirement; ability to type. 203 THINKING AND WRITING FOR THE MEDIA II (2) Writing argument and opinion for presentation in the mass media. Reviews, editorials, columns, commentaries. Prerequisite: MC 201. 269 COMMUNICATION FOR MANAGEMENT (3) A study of managerial communication designed to help the student use language as a management tool. Prerequisite: Freshman composition requirement. 301 DESKTOP PUBLISHING WORKSHOP (1) Use of personal computers and small format publication tools to write, edit and produce a student-edited campus newspaper. 303 ELECTRONIC MEDIA WORKSHOP (1) An introduction to the electronic media focusing on preproduction planning, scripting, and basic production activity. Course includes a non-credit laboratory. 321 EDITING (3) Rewriting and editing; graphics, headline writing; the role and responsibilities of the editor in newspaper, magazine, book publishing and broadcasting. 323 MAGAZINE ARTICLE WRITING (3) Planning and gathering material, writing and marketing articles for specialized and general interest publications. Page 12 335 SMALL FORMAT VIDEO PRODUCTION (3) Examination of the variables associated with video production including development of theme, direction of camera, talent and crew, and post-production editing and sound. Prerequisite: Completion of MC 303 with a grade of "C" or better. 343 COMMUNICATION STRATEGIES IN ADVERTISING (3) Principles and practices of advertising with emphasis on advertising copy writing, copy testing and research methods, and a consideration of ethical problems. Prerequisites: for management majors, MGMT 200 and 350, or permission of the instructor. 345 PUBLIC RELATIONS (3) Principles and practices of public relations with emphasis on identifying special publics, working with the media and planning of an overall public relations program, all in a context of ethical behavior. Prerequistes: for management majors, MGMT 200 and 350, or permission of the instructor. 382 FILM AS A LIBERAL ART (3) An examination of the techniques, aesthetics, forms, functions, effects and value questions related to cinema as a creative art. Major American and international filmmakers and major genres covered. 384 CONTEMPORARY VIEWS OF AMERICAN MEDIA (3) Major books which discuss the mass media in America including media autobiographies, historical studies of specific media, and sociological analyses of the media at work. 386 MASS MEDIA OWNERSHIP AND CONTROL (3) Electronic and print media ownership and financing, role of new technologies, marketing techniques, antitrust restrictions and diversity of control. 390 HISTORY OF AMERICAN MEDIA (3) History and development of traditions, practices and technology in American newspapers, magazines, radio and television including a study of the "great names" and their accomplishments. 421 PUBLIC AFFAIRS REPORTING (3) Field practice in news gathering and writing, covering news beats including courts, local governments and other news sources. Emphasis on accuracy, clarity and comprehensiveness of reporting. Prerequisites: MC301. 433 SCRIPTWRITING FOR FILM AND VIDEO (3) Scriptwriting for long and short formats including production elements, script formats, dialogue, narration and message. Prerequisite: Completion of Page 13 MC 303 with a grade "C" or better. Page 14 435 VIDEO COMPOSITION AND DIRECTION (3) In-depth individual work in video production, direction and post-production. Sophisticated manipulation of light, image and sound and the use of computer generated images. Limited enrollment. Prerequisite: Completion of MC 335 or 433 with a grade of "B" or better or permission of instructor. 451 PROFESSIONAL INTERNSHIP (3) Students with a 3.0 GPA or better within the major may apply for a professional internship in either print or electronic media. Prerequisite: Permission of the Program Director. 482 INTERNATIONAL MASS COMMUNICATION (3) Communication of news and opinion among nations and under various political and economic systems; role of media in international affairs; barriers to the free flow of information; comparison of world press and entertainment systems. 484 MASS COMMUNICATION AND POLITICS (3) Study of the role of mass communication in American political campaigns. Topics covered in the course include the agenda setting function of the press, political campaigns as television drama, televised political debates, and political campaign advertising. 486 UNDERGRADUATE RESEARCH IN MASS COMMUNICATION (3) A research seminar in which students work with faculty in ongoing research or design and carry out their own work under faculty supervision. 490 MASS COMMUNICATION LAW AND ETHICS (3) A study of the legal sanctions and constitutional freedoms affecting the print and broadcasting media. An inquiry into the responsibilities of the media and discussion of specific ethical problems. Pre- requisite: Completion of MC 390. 492 MASS COMMUNICATION THEORIES (3) A survey of theories of human communication behavior related to the mass media. Characteristics of mass audience and media channels; application of the theories to create more effective communication. Prerequisite: Completion of MC 390. 494 SENIOR SEMINAR (3) In-depth media-oriented project of a creative nature or an in-depth research paper. Prerequisite: Completion of MC 490 or 492. Page 15 171.3, 271.3, 371.3, 471.3 SPECIAL TOPICS IN COMMUNICATION (1-3) Courses not otherwise included in the catalog listing but for which there will be special needs. May be repeated for credit as subject matter changes.