Chair and Associate Professor-Blevens. Professors-Henderson, McBride, Nelson, Peirce, P.C. Renfro. Associate Professors-Fluker, Marron, R.B. Renfro. Assistant Professors-England, Panol. Rao, Walsh. Instructor- Plaster. Lecturers-Carlson, Rice, Shrader.
The Department of Mass Communication offers a curriculum that introduces students to the broad framework of mass communication, emphasizing what is common and fundamental to advertising, broadcasting, print journalism and public relations.
The mission of the department is to produce graduates who understand mass communication and the role of mass media as social institutions, and who are capable of applying general theoretical concepts and technical skills to work successfully in the communication professions. Students may earn a bachelor of arts in mass communication-advertising, mass communication-broadcasting, mass communication-general, mass communication-print journalism or mass communication-public relations. A master of arts program is also available for those who have bachelor degrees(see SWT's graduate catalog).
Students may gain experience by working in student publications and electronic media or through internships outside the department. They also have the opportunity to participate in intercollegiate competitions.
To earn a Bachelor of Arts degree in mass communication, students must complete 128 semester hours, which include the university's general studies requirements plus 33 hours in Mass Communication and an 18- to 24-hour minor outside the department (see list on pg. 70). A passing grade in the department's Grammar, Spelling and Punctuation test(see below) must also be earned. Also, a grade of at least C must be earned in all Mass Communication core courses and courses that serve as prerequisites. No more than 39 hours of Mass Communication may be counted toward degree requirements.
Because 21 hours of the 33-hour Mass Communication major must be advanced(junior-senior) hours, community college transfer students may apply no more than 12 semester credit hours of mass communication transfer courses to their degree. Transfer students from four-year institutions may apply no more than 18 semester credit hours of mass communication transfer courses to their degree.
For more information, call the department's Academic Services Center at 512-245-3612 orvisit the Center in Old Main 118, or visit the department's web site (www.finearts.swt.edu/MassComm/masscomm.html).
Other
requirements
1. General Studies (core curriculum) options should be discussed with an academic adviser. Requirements and choices are listed on pg. 60.
2. Requirements for students seeking to become public school teachers, as mandated by the state, differ slightly from those required for other mass communication students. Students should consult an academic adviser in the School of Education in order to meet both university degree and state teacher certification requirements.
3. The Bachelor of Arts degree requires sophomore literature, college-level modern language and math/science/logic courses in addition to those required by General Studies (see pg. 60).
4. Until students pass the Grammar, Spelling and Punctuation test (GSP) given by the SWT Testing, Research-Support and Evaluation Center they are pre-majors and may not take courses indicated by an asterisk. The test is administered by the Testing Center at 1 and 3 p.m. most Mondays and the test fee is $25. Because the GSP may be taken only three times, remedial help is available and recommended. Contact the Mass Communication Academic Services Center for more information. Students with disabilities should call SWT's Office of Disability Services (512-245-3451) to inquire about accommodations in taking the test.
Mass Communication students who have not passed the GSP are placed in a pre-major status. Those who started their college work at SWT may accumulate no more than 15 hours of Mass Communication courses without passing the GSP. Transfer students may take no more than 6 hours of Mass Communication at SWT without passing the GSP.
Areas of Study within the Mass Communication Major
All students must earn a C in each of six core courses in Mass Communication. Four of these courses constitute the lower division core. They are MC 1301-Introduction to Mass Communication, MC 1313-Writing for the Mass Media, MC 2319-Visual Communication and MC 2374-Information Gathering and Analysis. The two-course upper-division core includes MC 4301 - Mass Communication Law and Ethics, and MC 4302 - History of Mass Media.
In addition to the core courses, the department offers courses to prepare students for work within all areas of mass communication. Students may concentrate their study in Advertising, Broadcasting, Print Journalism or Public Relations, or elect a general Mass Communication course of study. Students must complete an additional 15 hours from one of these areas. They should see a mass communication faculty member or the department's Academic Services Center for assistance in planning their programs in these areas of study.
General Mass Communication: MC 3355, MC 3360, MC 3383, MC 4305, plus three hours of Mass Communication electives.
Advertising: MC 3367, MC 4307, plus nine hours selected from MC 3368, MC 3372, MC 3373, MC 3379, MC 4316.
Broadcasting: MC 3308, MC 3309, MC 3310, MC 3312, MC 3394.
Print Journalism: MC 3320, MC 3360, MC 3383, plus six hours of Mass Communication electives.
Public Relations: MC 3343, MC 3360, MC 3383, MC 4313, MC 4320.
Majors may take up to six hours of Mass Communication courses in addition to the core and area of study requirements.
Minor in Mass Communication
Any student seeking a bachelor's degree may minor in Mass Communication. Requirements are MC 3343 - Introduction to Public Relations, MC 3355 - Mass Media & Society, MC 3367 - Advertising and MC 4302 - History of Mass Media, plus six hours selected from MC 1301, MC 3375, MC 4316A, MC 4356C, MC 4376A, MC 4382A, MC 4382B, MC 4382C, MC 4382D.
Students who wish to become certified to teach
journalism may minor in Mass Communication under the Option II plan
by taking 18 hours of Mass Communication: 1301, 1313, 2374, 3383,
3390 and 4301.
Freshman Year
Hours Speech Communication 1310
3 English 1310, 1320
6 General Studies 1100
1 History 1310, 1320
6 Mass Communication 1301,
1313 6 Modern Language 1410,1420
8 Philosophy 1305
3 Phy. Fitness Perspective
(one course 1 34 Sophomore Year
Hours English
(Literature) 6 Social Science
3 Mass
Communication 9 Mathematics (1315 or
higher) 3 Modern Language 2310,
2320 6 Political Science 2310,
2320 6 Phy. Fitness Perspective
(one course) 1 34 Junior Year
Hours Elective 3 Mass Communication
9 Minor 9 Natural Science
7-8 Math/Science/Logic 3 31-32 Senior Year
Hours Capstone Course (selected
from
approved Mass
Communication
courses) 3 Mass Communication 4301,
4302 6 Minor 9 Minor or advanced
Electives 6 Art,Dance,Music or
Theatre 3313 3 Advanced elective
3 30
Courses in Mass Communication (MC)
1301 (COMM 1307) Introduction to Mass Communication. (3-0) A survey of the mass media and other areas of mass communication designed to acquaint the student with the field of communication and what it offers. The course also considers historical perspectives of mass communication.
(WI) *1313 (COMM 2311) Writing for the Mass Media. (2-2) An introduction to the major forms of writing for the mass media: advertising, broadcasting, print journalism and public relations. Prerequisite: passing score on the GSP test and typing skill.
2319 Visual Communication. (3-0) A study of the principles, theories and language of graphic and visual communication, with emphasis on evaluating and using images in mass media rather than on creating images.
*2374 Information Gathering and Analysis. (3-0) Study of techniques for locating, retrieving, assessing and verifying information from a multitude of sources to be used in mass communication. Interviewing, fact verification, use of libraries and computerized data bases, access to government proceedings and documents and interpreting statistics.
(WI) *3308 Broadcast Newswriting. (2-2) The study and practice of writing news copy in broadcast style: simply, clearly and directly. Prerequisite: Mass Communication 1313.
3309 Broadcast Production. (2-4) The basics of radio and television production with emphasis on techniques used in commercial promotion and news production. Lab requirements include a regular air-shift on the campus radio station with hours arranged and structured group meetings.
(WI) *3310 Radio News. (2-4) The standard theory and practice of radio news production including writing copy to be read aloud and incorporation of sound in news stories. Students will deliver newscasts for the campus radio station; assignments may include night or weekend work. Prerequisites: Mass Communication 3308 and 3309.
(WI) *3312 Television News. (1-7) Standard theory and practice of television news production, including writing copy to match pictures and incorporating video and sound in TV news stories. Students will work on the campus cable television news program. Lab assignments may include night or weekend work. Prerequisites: Mass Communication 3308, 3309.
(WI) *3320 Advanced Media Reporting and Writing. (2-2) Integrating writing and reporting skills to produce in-depth stories using multiple sources of information. Techniques of investigative reporting, social science reporting and feature writing will be covered, with emphasis on understanding the appropriate approach to a story. Prerequisites: Mass Communication 1313 and 2374.
(WI) *3323 Magazine Article Writing. (3-0) Application of reporting and writing skills to the marketing of free-lance magazine articles. Emphasis on analysis of magazines and production of properly targeted articles. Prerequisites: Mass Communication 1313, 2374 and 3320.
*3324 Magazine Editing. (3-0) Historical development of magazines, with emphasis on changes in the industry. Developing magazine concepts, issue planning, budgeting and staffing needs. Prerequisite: Lower division core.
3343 Introduction to Public Relations. (3-0) The introductory course for the public relations sequence. Explores the functions of public relations and its role in corporations, companies, government offices, non-profit organizations and public relations agencies.
*3350 Advanced Photography. (2-3) Practical photography with emphasis on craftsmanship, theory and visual communication, including experience in a variety of professional and technical areas. Prerequisite: Consent of instructor.
3355 Mass Media and Society. (3-0) An examination of the roles of the mass media in American society, including an analysis of the philosophical basis of media structure; mass media as business; media effects on public issues, morals and tastes; and other contemporary issues.
*3360 Research Methods in Mass Communication. (3-0) Study of the principles, techniques and problems of research in print, broadcasting, advertising and public relations. Prerequisite: Mass Communication 2374.
3367 Advertising. (3-0) Survey of advertising, including history, role and responsibility and impact of technology. Key topics will be research, media, creative, sales, promotion and complete campaigns.
(WI) *3368 Advertising Copy for Print. (2-2) Study of writing and producing print advertisements for different clients. Emphasis on creative process, from connecting ideas to communication and persuasion. Prerequisites: Mass Communication 1313 and 3367.
*3372 Advertising Media Planning. (3-0) Study of planning and buying space and time in media to reach target audiences. Attention given to media characteristics, scheduling and testing. Prerequisites: Mass Communication 1313 and 3367.
(WI) *3373 Broadcast Commercial and Promotion Writing. (2-2) Writing and producing radio scripts and television storyboards for commercial messages. Study will include audiences, programming, research and copytesting, and regulations. Spot announcements will be produced for class. Prerequisites: Mass Communication 1313 and 3367.
3375 Broadcasting and Cable Programming. (3-0) Study of the principles and strategies of winning audiences for television, radio and cable broadcasting.
*3379 Advertising and Public Relations Management. (3-0) Study of managerial problems in advertising and public relations programs. Case study approach to setting goals, developing strategy, budgeting and working in a client-agency relationship. Prerequisites: Mass Communication 1313, and 3343 or 3367.
(WI) *3383 Editing for Clear Communication. (2-2) A course designed to help writers divorce themselves from the creative process and function as editors of their own work and the work of others, focusing on meaning, accuracy, logic, language, sense, organization, style, and form appropriate to audience and medium. Prerequisites: Mass Communication 1313 and 2374.
*3386 Print Journalism Management. (3-0) Lecture/discussion course integrating organization theory, personnel management and marketing concepts, and applying them to analysis of how publications relate to their internal and external publics. Prerequisite: Lower division core or consent of instructor.
*3390 Publication Design and Production. (2-2) Study of design principles and production skills required to create printed material. Students will design publications and solve production problems that arise in executing the design. Prerequisite: Mass Communication 2319.
*3394 Broadcast Management. (3-0) The study of the structure and role of broadcast management, community responsibility, sales and federal regulation of broadcasting.
*4111 Independent Study: Advertising, Broadcasting, Print Journalism, Public Relations. (0-4) Students will work under the supervision of a faculty member in a project requiring at least 60 clock hours. Prerequisite: Consent of instructor.
*4211 Independent Study: Advertising, Broadcasting, Print Journalism, Public Relations. (0-8) Students will work under the supervision of a faculty member in a project requiring at least 120 clock hours. Prerequisite: Consent of instructor.
*4301 Mass Communication Law and Ethics. (3-0) A study of law governing print, advertising, broadcasting and public relations and the ethics that guide personal and institutional decision making in mass communication. Prerequisite: 90 semester hours and completion of lower division core.
4302 History of Mass Media. (3-0) Students will study the development of mass media, advertising and public relations in the United State from 1690 to the present.. Prerequisite: 90 semester hours and completion of lower division core.
(WI) *4305 Theories of Mass Communication. (3-0) A study of the predominant theories of communication, including mass media effects, functions and controls. Prerequisite: 90 semester hours.
(WI) *4307 Advertising Campaigns. (2-2) Development, coordination and evaluation of complete advertising campaigns for specific clients. Students will conduct market research, formulate objectives and strategies and recommend media plans. Prerequisite: 12 hours of upper division advertising or consent of instructor.
*4311 Independent Study: Advertising, Broadcasting, Print Journalism, Public Relations. (0-12) Students will work under the supervision of a faculty member in a project requiring at least 180 clock hours. Prerequisite: Consent of instructor.
(WI) *4313 Writing for Public Relations. (2-2) An examination and application of the writing skills required in public relations. Competency is developed in writing news releases, feature articles, newsletters, advertising copy, magazine articles and brochure copy. Prerequisites: Mass Communication 1313, 2374 and 3343.
*4316 Special Topics in Advertising. (3-0) Intensive look at special advertising topics. May be retaken for credit when topic changes. Prerequisite: Mass Communication 3367 or consent of instructor for all topics.
4316A International Advertising. (3-0) Overview of international marketing and advertising; problems and opportunities of a global economy.
*4316B Direct Marketing/Direct Response Advertising. (3-0) Course will examine direct marketing's one-on-one relationship with prospects and customers, using data base of names.
*4316C Advertising Agencies/Client Practice. (3-0) Study of how agencies work directly with key company contacts.
*4316D Advertising Media Sales. (3-0) An overview of advertising media selling and salesmanship, sales strategies, sales management, and case histories designed to acquaint students with a vital function of the business.
(WI) *4320 Public Relations Campaigns. (3-0) A comprehensive study of effective public relations. Students learn the professional approach to the use of public relations and evaluate its function, its value, and its limitations. Also, students study the publicist's use of the media in obtaining publicity. Prerequisite: Mass Communication 3360 and 4313.
*4330 Internship. (0-15) Actual job experience as a beginning Mass Communication intern. A student enrolled in internship must work a minimum of 15 hours a week during a long term or 30 hours a week during a summer session. Students must have a 3.0 grade-point average in Mass Communication and be at least a junior. Prerequisites: Consent of a sequence coordinator and 90 semester credit hours.
*4336 Special Topics in Broadcasting. (3-0) Intensive look at special topics in broadcasting. May be retaken for credit when topic changes.
(WI) *4336A Sports Broadcasting. (3-0) This course examines the role of the sportscaster, covering the evolution of sportscasting and providing instruction in features, play-by-play, and color commentary.
(WI) *4336B Documentaries. (3-0) A course in reporting and production of comprehensive public affairs and feature stories for radio and television. Prerequisite: Mass Communication 3310 and 3312, or consent of the instructor.
(WI) *4336C Broadcast Promotion. (3-0) A study of the strategies and execution of on-air and off-air promotion of news and other broadcast and cable programming. Prerequisite: Mass Communication 3373 or consent of instructor.
*4356 Special Topics in Reporting (3-0) Intensive look at special topics in reporting. May be retaken for credit when topic changes.
(WI) *4356A Science Writing. (3-0) A lecture-discussion course, which integrates consideration of the culture of scientific research, the public relations of scientific organizations and the handling of scientific news with varied journalistic writing projects. Prerequisite: Mass Communication 3320 or consent of instructor.
(WI) *4356B Editorials, Columns, and Reviews. (3-0) The study and writing of newspaper editorials, columns, and book, film and music reviews. Sports, political and other types of columns will be undertaken. Prerequisite: Mass Communication 3320 or consent of instructor.
(WI) *4356C Community News. (3-0) A lecture-discussion course dealing with the coverage of local economy and business, government and social service functions as well as political activities like elections and lobbying efforts.
(WI) *4356D Sports as News. (3-0) Problems in print and radio-television media coverage of athletic events. Prerequisite: Lower division core
*4376 Special Topics in Public Relations. (3-0) Intensive look at special topics in public relations. May be retaken for credit when topic changes.
*4376A Persuasion and Mass Communication. (3-0) Study of the theories, applications, tools and ethics of persuasion through the mass media. Cases will be examined in areas including public relations, advertising, promotion and other persuasive vehicles. The emphasis will be on mass rather than interpersonal persuasion.
*4376B Specialized Areas of Public Relations. (3-0) An examination of the various specialities in public relations practice, including agency, corporation, not-for-profit, marketing support and other areas of the field.
*4376C Public Relations Case Studies. (3-0) A study of the role and function of public relations. A full range of public relations cases is explored, and each case is analyzed and evaluated to establish the effectiveness of public relations' involvement. Prerequisite: Mass Communication 1313 and 3343.
4382 Special Topics in Mass Communication. (3-0) Intensive look at special topics in Mass Communication. May be repeated for credit when the topic changes.
4382A Special Topics in Mass Communication: Multiculturalism (3-0) A study of the literature examining multiculturalism, pluralism, racism, bias, objectivity, and deviance in Mass Media, examining social process and Mass Media's role in those processes.
4382B Special Topics in Mass Communication: International Communication. (3-0) A study of media systems worldwide in different socioeconomic contexts and an examination of patterns of international information flow.
4382C Women and Minorities in the Media. (3-0) Analysis of the images of women and minorities in the media and their status as media professionals. Includes study of the alternative media.
4382D Literature of Mass Communication.
(3-0) A lecture-discussion course designed to introduce students
to some of the major works in journalism and mass communication and
to some of the major writers in the field. Prerequisites: 3.0 average
in Mass Communication or consent of instructor.
*a passing score on the GSP is required for enrollment in this course