DEPARMENT OF MASS COMMUNICATION
FORMAN CHRISTIAN COLLEGE
(A CHARTERED UNIVERSITY)
Course Information:
Course Title
Course Code
Mass Communication
Studies
MCOM306
Credit
Hours
3
Semester
Section
Class Timings
Spring
2016
A
Tue, Thu
15:30-16:45
Instructor
Abul Hassan
abulhassan@fccollege.edu.pk
Course Description:Definitions, types, elements and models of communication and mass communication, features and
functions of mass communication, media literacy, public opinion and propaganda, two-step flow of
communication, barriers in communication, essentials of effective communication, gate-keeping and
information control, the role of the opinion leader, current media trends, mass media and culture, mass
media and society, mass media effects debates. (Description stated in Catalogue)
Learning outcomes:
Students will be able to




To understand and elaborate the core concepts of communication & mass Media
To differentiate between key school of thoughts of communication and mass media
To understand the basics of mass media paradigms & theories
To understand social, cultural, political & Economic Implication of Mass Media in Global & Local
Context
 To asses latest industrial & social media trends
 To write critical papers on prospects & challenges about field of Mass Communication
 To evaluate the media content & products
Course Outline:
Week 1
Week 2
Topic
Understanding Communication Science
Communication School of Thoughts
 Semiotics
 Process
Functions of Communication
Communication Barriers
Models of Communication Process
Activities
Lecture, Discussion
Lecture, Discussion
Quiz 1: (class participation + Q/A)
Types of Models Linear, Non-Linear & Multi-Dimensional
Models of Communication
 Greek Model of Communication
 Lasswell’s Model
 Shannon & Weaver Model
 Charles E. Osgood’s Model
 Wilbrum Shramm’s Models
 Gerbner’s Model
 David Berlo’s Model
Models of Communication Process-Cont.
 Westley and MacLean’s Conceptual Model
 Ruesch and Bateson, Functional Model, 1951
 Barnlund’s Transactional Model, 1970
 Systemic Model of Communication,
Models of Communication Semiotic
 Ferdinand de Saussure Model
 Charles Sanders Peirce Model
Media Systems
-Authoritarian Media System
-Liberal Media Systems
-Socially responsible Media
-Mainstream Media
-Radical or Alternative Media System
-Developmental Model
Media, Development & Capacity Building
Development Communication, Development Support
Communication and Development Journalism
Speaking advertising
presentation)
Week 6
Media & Propaganda
Week 7
Media, Political Communication & Public Opinion
Video 1
Media, Peace & the promised landU.S. Media & the Israeli-Palestinian
conflict
Video 2
Constructing Public Opinion
How Politicians & the Media
Misrepresent the Public
Week 8
Media, Violence & Televised Crime Story Telling
Week 9
Media & Cultural Studies
 Distribution of Media Products across Media
boundaries
 Conglomerates
 Media mergers
 Hyper Commercialism
 Digital Convergence
Freedom of Expression & Right of Information in Digital Age
Week 3
Week 4
Week 5
Week 10
(one
ad
Quiz 2: (class participation + Q/A)
Demonstration: Design a product
and sell it with your effective
communication
Class test
Discussion: Application of media
systems in Pakistani TV channels’
context
Activity: communication
development campaign
Video 3
Mean World Syndrome
Video 4
Mickey Mouse Monopoly-A video
examination of Disney, gender,
race and class
Video5
Money for Nothing
Video 6
Freedom of Expression
-Resistance & Repression in the
Age of Intellectual Property
Week 11
Week 12
Media, Audience & Literacy
Social Media Module: New Media New Life
1. Effects & Impact on Individual Level
- How Social Media reshaped the lives of Individuals
-Personal Life: Learning, Exposure, Grooming, Interacting, Self-Employment
& Entrepreneurship
-From passive receivers & Consumers of Information to active and
intelligent users and producers of digital media content
- Social Media a way to build one’s desired identity
2. Effects & Impact on State/Societal Level
-Digital Activism-Social Media as forum of exchange of political ideologies &
Views
-Arab Uprising & Social Media- Causes & Effects
-Social Media & Civil Rights Movements
-Information Societies
Week 13
3. Cultural Impact-Globalization
4. Social Media- Business & Commerce
Class Discussion on Research
papers published in 2012 & 2013
E-Trade, E-shopping, E-Banking and E- Marketing---Achieving the heights of
commodity exchange and Consumerism
5. Social Media and EntertainmentStories of Podcasts, E-Concerts and You tube Stars.
Gaming Zones & Movie Clubs
6. Smartphone Application
Smart phone applications
Presentations
Revision
FINAL EXAM
Recommended Readings:
Transforming consumers
Week 14
Week 15
1. McQuails Theory of Mass Communication By Denis McQuail
2. Baran, J. S. & Davis, K. Dennis, (2006) Mass Communication Theory (4th ed). Thomson Wordsworth;
United States.
3. Domink, J. R. (2007). The Dynamics of Mass Communication (9th ed). McGraw Hill; New York.
4. Turow, Joseph, (2011). Media Today: An Introduction to Mass Communication (3 rd ed). Houghton
Mifflin Company; New York.
Class Policies
1. Attendance
Attendance is 10 % of Total Grade, Attendance
will be calculated according to given criteria.
Note: Students must attend at least 27 sessions
out of total of 40 sessions to qualify for Final
Term Exam
95-100 %
85-89 %
80-84
75-79
70-74
67-69
66 or Below
10 Marks
9 Marks
8 Marks
7 Marks
6 Marks
5 Marks
Student would not be allowed to take final term
2. Respecting Deadlines
2.1 All assignments should be submitted on time & presentation should be delivered on the
scheduled date. No work would be accepted after deadline.
3. Assessments & Exams
3.1 No retake for any course activity. In case of emergency properly processed application along
with the relevant documents must be provided to the instructor.
4. Code of Conduct
4.1 Students would NOT be allowed to enter late in class.
4.2 Cell phones must be turned off otherwise phones will be confiscated.
4.3 Students would not be allowed to leave the class room without instructor’s permission.
5. Academic Integrity Policy
All students must abide by University Academic Integrity policies in case of violation (Cheating during
exam, Plagiarism, Falsifying the data in Research) ALL CASES WILL BE REPORTED TO
ACADEMIC INTEGRITY COMMITTEE
See the Details of Academic Integrity Policy in your Handbooks
Grading/Evaluation:
Quizzes
Demonstration
Folder: Activities &
Worksheets
Research Proposal and
Defense
Mid-Term Exam
Final Term Exam
Attendance
Total
Grading Policy:
10 %
10 %
10 %
20 %
20 %
20 %
10 %
100 %
Grades
A
AB+
B
BC+
C
CD+
D
F
Quality Pts
4.00
3.70
3.30
3.00
2.70
2.30
2.00
1.70
1.30
1.00
0.00
Numerical Value
93-100
90-92
87-89
83-86
80-82
77-79
73-76
70-72
67-69
60-66
59 or below
Meanings
Superior
Good
Satisfactory
Passing
Fail