DEPARTMENT OF MASS COMMUNICATION

Mass Communication Course Descriptions

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Core Courses

MCM 130 Mass Communication and Society This course will survey the history and theory of mass media in American society with an emphasis on issues in broadcast television, cable television and print journalism. Topics addressed include: the impact of the printing press, the evolution of print media, the telegraph and the film camera and wireless technologies; the structure of contemporary media industries; the influence of advertisers, regulatory agencies and ratings services; the production, distribution and syndication systems; the social influence and use of mass media content; and the relationship of media content to the development of personal and collective values. Credit 3.

MCM 132 Writing for Mass Media Designed to introduce writing for media across a wide spectrum of disciplines, this course will provide hands-on practice in basic writing skills for news, broadcast, the web, public relations and advertising. Emphasis is placed on the enhancement of language and grammar skills. Prerequisite: ‘C’ in ENG 164 or equivalent. Credit 3.

MCM 330 Information Analysis Comparative survey of communication investigation, including practical training in ethical gathering, interpretation and presentation of data. Students will be introduced to information-gathering methods including direct interviewing, questioning techniques, electronic document retrieval and manipulation, database management and Internet skills. Prerequisite: MCM 132. Credit 3.

MCM 412 Professional Seminar This capstone class summarizes, updates and puts in context skills, concepts and theories addressed in lower level MCM classes and helps students develop portfolios, resumes and interviewing skills to prepare them to enter the media marketplace. Prerequisites: Senior standing; MCM majors only. Credit 1.

MCM 471 Mass Media Law and Ethics This course will examine legal and ethical concepts as they apply to broadcast and cable television, radio, print media and Internet-based publishing. It will focus on the evolution of the American legal system with specific attention to state statutes, regulatory agencies, ethical issues and precedent-setting cases as they relate to free speech, open records, privacy, libel, copyright and obscenity laws. Prerequisites: MCM 130, Junior standing. Credit 3.

MCM 493 Global Media Communication This course studies world media systems in comparison to the United States. Emphasis will be placed on the means by which history, politics, government, culture and other social components affect the mass media of countries and international media development and relations. Prerequisite: Junior standing. Credit 3.

Emphasis and Elective Courses

MCM 171 Audio Production and Performance This course will survey the mechanics of audio production and the operation of studio equipment. Students will study and practice the use of microphone techniques, music, sound effects and performance and be introduced to digital audio production using appropriate audio software. Lecture and laboratory projects will be designed to acquaint students with audio production requirements and responsibilities. Students will receive practical hands-on experience with attention to mixing, recording and editing. Lab experience will include on-air shifts, news and commercial production. The course will include hours of lab experience. Credit 3.

MCM 262 News Reporting This course will cover theory and practice in writing specialized stories typically covered in mass media outlets in the average American city, including news assignments in public safety, legal issues, government, education, health care, military and politics. Emphasis will also be placed on knowledge of current events. Prerequisite: MCM 232/330. Credit 3.

MCM 271 Introduction to Visual Communication This course is designed to introduce students to the basics of visual- image production, focusing on graphic design, creative visualization, video editing, lighting, on camera performance, and studio producing/directing. The course structure allows students to rotate through three instruction modules, concentrating on PhotoShop, nonlinear editing, and studio production. Credit 3.

MCM 282 Desktop Publishing This course introduces students to the principles of design applicable to publications created using desktop publishing software and technology. Special attention is given to design principles, typography, layout and production techniques. Credit 3.

MCM 326 Media Practicum Advanced instruction in practice and projects. Students do assigned work on the student media in a laboratory environment. Prerequisite: MCM 262 or MCM 271 or MCM 383. No more than two (2) credits of 326 may be applied to a degree program. Credit 1 or 2.

MCM 332 Analysis of Electronic Media This course will examine the central role of the electronic media in American society with an emphasis on analysis of industry processes and various forms of television content. Prerequisites: MCM 130 or Junior standing. Credit 3.

MCM 360 Specialized Writing This course will cover study and practice in writing for mass media in specialized areas. Emphasis is on developing a level of writing suitable for publication. Course may be repeated as topics vary. Prerequisites: MCM 132, 6 hours of ENG. Credit 3.

MCM 362 Mass Media Messages and Effects This course provides a comprehensive exploration of the two main bodies of mass communication theory: social-behavioral and critical-cultural. It emphasizes how the same issues (e.g. media violence) recur over time and how ideas about media have changed as new media technologies have emerged. Prerequisites: MCM 130 or Junior standing. Credit 3.

MCM 364 News Editing This course focuses on the editor’s functions in handling news copy from writing to the printed page or script with emphasis on writing quality and new technology of production. Content includes copy editing and headline writing, computers as tools of the trade, picture cropping and caption writing, working with wire service copy and type, typography and graphics. Prerequisite: MCM 262. Credit 3.

MCM 366 Photojournalism This course will explore photography as a tool of investigation and interaction. Emphasis is on the creation, documentation, ethics, history, and social role of photojournalism. Includes basic camera technique, digital photo imaging methods and evaluation of pictorial communication effects. Prerequisite: PHO 181. Credit 3.

MCM 371 Advanced Audio Production This course presents advanced concepts in audio and radio recording and editing, sound processing systems and multi-track mix down recording techniques. Prerequisite: MCM 171. Credit 3.

MCM 372 Single Camera and Non-linear Editing I This course emphasizes pre-production, production and post-production techniques in field production. Elements include field camera setup and operation, remote lighting, remote sound, and basic continuity editing with an emphasis on underlying principles of video technology. Prerequisite: MCM 171, 271. Credit 3.

MCM 373 TV Studio Production This course will cover fundamentals of video production in a studio environment including pre-production, production and direction. Students will understand the functions and responsibilities of the production crew and equipment utilization. Emphasis is given to multiple camera techniques and studio production. Prerequisites: MCM 171, 271. Credit 3.

MCM 374 Broadcast Journalism Writing Philosophy, techniques and practice of electronic journalism; practice in writing and editing news copy covering the style, form and content needed for effective broadcast news; improvement of audio/video skills applied to news; production of broadcast news content; discussion of current issues facing broadcast journalists. Prerequisites: MCM 132, MCM 372. Credit 3.

MCM 375 Scriptwriting This course emphasizes the study of style, format, principles and techniques of writing for radio, TV and film. The process of writing fiction and non-fiction will examine the development of the script from research to marketing. Prerequisite: MCM 132. Credit 3.

MCM 378 Media Program Planning & Scripting Study of legal clearances, budgeting, funding, resource management and scheduling as each relates to radio and television production. Prerequisite: Junior standing. Credit 3.

MCM 379 Multi-Camera Field Production This course emphasizes the techniques and approaches to multi-camera directing and production. MCM 379 will train students to adapt to varied projects and circumstances of out-of-studio production including sports, dance, music and special events coverage. Prerequisites: MCM 373. Credit 3.

MCM 380 Broadcast & Cable Programming This course will examine audience psychology and principles of audience analysis, determining characteristics of program appeal to a desired audience. This course is an examination of program types, ratings, and program selection. Prerequisite: Junior standing. Credit 3.

MCM 381 Principles of Public Relations This course will examine the principles of public relations, advertising, sales promotions, direct marketing and on-line communication with emphasis on the way organizations promote their products and images to their publics. The traits of leadership, crisis management and ethics will be explored. Prerequisite: Sophomore standing. Credit 3.

MCM 284 Writing for Public Relations and Advertising [expected to become 383] This course examines the process of communicating to persuade and inform. Students learn the techniques of strategic thinking and practice writing for advertising and promotions, news media and special audience materials such as newsletters, brochures and catalogues. The growing area of online communications for internal and external audiences will also be explored. Prerequisite: MCM 132. Credit 3.

MCM 383 Writing for Public Relations and Advertising This course examines the process of communicating to persuade and inform. Students learn the techniques of strategic thinking and practice writing for advertising and promotions, news media and special audience materials such as newsletters, brochures and catalogues. The growing area of online communications for internal and external audiences will also be explored. Prerequisite: MCM 132. Credit 3.

MCM 384 Strategic Planning for Public Relations and Advertising The techniques and skills used in securing publicity for promoting the image of and maintaining critical relationships for organizations. Course includes advertising and publicity writing, including preparation of media kits, and planning events and news conferences. Emphasizes research to discover problems, strategic planning to solve them and methods for executing the strategies. Prerequisites: MCM 280/381, MCM 284/383, MCM 382/483. Credit 3.

MCM 385 Innovative Communication and Special Events This course will examine the use of innovative communication channels in the special- event planning process. Students will learn to effectively research, design, organize, coordinate and evaluate all stages of planning special events such as corporate meeting, fundraisers, galas, conferences, conventions and expos. Special emphasis will be placed on the role of emerging technologies in the process. Prerequisite: MCM 280/381. Credit 3.

MCM 386 Media Sales This course will provide the basic tools relevant to the media salesperson in today’s marketplace. Students will develop accounts and design sales campaigns specifically for the mass media. Prerequisites: MTH 164 and Junior standing. Credit 3.

MCM 388 Media Marketing and Promotions This course will provide the student with an overview of the marketing strategies used by mass media companies. This course will examine media marketing, market surveys, advertising, content promotion, and public relations as efforts to create and support customer bases and maintain goodwill. The course will include an analysis of current publications in each of these areas and will provide students an opportunity to create model marketing strategies. Special attention will be paid to industry changes and professional ethics. Prerequisite: Junior standing. Credit 3.

MCM 462 Business News This course will cover the theory and practice of writing specialized stories typically covered in business sections of a mid- to large-sized daily newspaper or in specialty business magazines. Emphasis will also be placed on knowledge of the inter-relationship of business events around the world. Prerequisites: MCM 262 and Junior standing. Credit 3.

MCM 465 On-line Journalism Students will use techniques drawn from all media to produce well-designed, effective communication packages for online distribution. Working in teams, students will integrate written material, video, sound and graphics into a multimedia online publication. Prerequisite: MCM 232/330 and MCM 262 or MCM 383 or MCM 374. Credit 3.

MCM 466 Changing Roles of Mass Media A study of the trends, people, and economic, social, political and technological factors that produced the institutions and traditions of the American mass media. Emphasis is placed on the changing roles of media and the impact of new communications technologies in the 21st century. Prerequisite: Junior standing. Credit 3.

MCM 470 TV News Producing and Reporting Advanced instruction and practice on student-produced TV newscast. Students are assigned duties in producing a newscast once a week as well as gathering, shooting, writing and editing TV news. Prerequisite: MCM 374, Credit 3.

MCM 472 Single Camera and Non-linear Editing II This course is the continuation of Single Camera and Non-linear Editing I with an emphasis on complexity editing and the aesthetic applications of digital editing and design. Advanced non-linear editing techniques and principles, graphic design and animation are covered in addition to dramatic visual storytelling. Prerequisite: MCM 372. Credit 3.

MCM 473 Advanced Production This course provides students the opportunity to assume the primary responsibility, under faculty supervision, of creating and producing programming for KSHU-TV This course will also provide portfolio material for graduating students. Prerequisite: MCM 372, MCM 373, and Senior standing. Credit 3.

MCM 477 Media Management This course surveys station and/or publisher procedures, problems and management responsibilities. Topics include required reports (FCC, FTC), financial problems, personnel organization, management theory, public service responsibilities in comparison to profits, the station’s position within the social structure of an area, and the problems involved in operating a station successfully. Prerequisite:MCM 388 and Junior standing. Credit 3.

MCM 480 Campaigns and Promotions for Public Relations and Advertising Integration of theory, research and communication techniques for implementing and evaluating public relations and advertising campaigns. Focus on creative strategies and media planning, target analysis and buying tactics. Students will research, prepare and present an integrated communication plan. Prerequisites: MCM 280/381, MCM 284/383, MCM 382/483. Credit 3.

MCM 482 Case Studies in Public Relations and Advertising Case study approach to managerial goal setting, strategic thinking, budgeting and working with clients. Successful problem solving, critical thinking and leadership styles will be explored in depth. Prerequisite: MCM 280/381 or Senior standing. Credit 3.

MCM 483 Communication Research Methods This course will introduce students to the history and application of research methods, both quantitative and qualitative, that are employed in commercial media markets and academic environments to assess media audiences, media content and media use. Topics addressed include: survey methods, content analysis, experimental research, ethnographic and critical research, research ethics and statistical analysis. Special attention will be devoted to research in print and electronic media. Prerequisites: MTH 164 and Junior standing. Credit 3.

MCM 491 History and Theory of Communication Technologies This course will examine the history of communication technologies and the theories of technological change, specifically comparing the impact of the printing press, the telegraph, film, radio, and television technologies to the impact of the Internet. Emphasis will be on theories of innovation, the integration of new technologies into contemporary society and hands-on use of the Internet for research, classroom presentations and group discussions. Prerequisites: MCM 232/330, Junior standing, Credit 3.

MCM 498 Professional Internship On-the-job application of skills and knowledge learned in the classroom for students who have completed their sophomore year and appropriate courses. Internships may be with print media, electronic media, agencies, institutions, businesses, non-profit groups or government agencies. Prerequisites: Junior standing, permission of the Internship Coordinator; MCM majors only. Credit 3.

MCM 499 Directed Study in Mass Communication This course provides an opportunity to develop skills or to conduct supervised investigation in an area of special interest. This course is designed specifically for advanced students who are capable of independent research. Prerequisites: Junior standing, 9 hours advanced MCM credits; permission of department chair. This course may not be used to replace a required course. Credit 3.

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