GCOM 13000-01 (42779)
1 credit
Spring, 2011
Tuesday evenings, 6 :00 pm
Park Auditorium
February 22 – April 5, 2011
Instructors:
Nancy Cornwell, Professor & Chair
Andrew Orgel, Chairman & CEO 1Degree Media &
Entertainment and Assistant to the Dean for Industry
Relations
TA: Becky Webster
Telephone:
Nancy: (607) 274-1954
Andy: (925) 768-6500
Class Schedule:
Tuesdays, 6:00 – 8:00 pm
**April 5th –class will run from 6:00 – 9:00 pm**
E-mail(s):
ncornwell@ithaca.edu
aorgel@ithaca.edu
rebecca.a.webster@gmail.com
Location:
Park Auditorium
Prerequisites:
Energy, enthusiasm, willingness to think outside
the box and think about the future!
Course Description:
This course will explore the convergence within the media, communications & technology landscape by
focusing on real-world, real-time challenges, current problems and crises, facing contemporary media
professions. Students will have the opportunity to creatively and collaboratively brainstorm solutions to
problems presented by industry participants. In essence, students will have an industry “insider” look at the
problems faced by communications executives and creative leaders and consider what they might do, if in
that real-world situation.
As part of this course students receive an authentic overview of the academic and professional disciplines in
communications -- how they differ in perspectives and the nature of the work, and also how they must
collaborate to be successful in the new media environment (e.g. photo artists hired to do advertising
shoots; E-learning designers working with animators). Throughout the course, students will be exposed to a
wide range of career possibilities as well as explore the academic, co-curricular, internship and off-campus
experiences will help prepare them for their chosen profession.
This course is meant to be the igniter – the “spark” – of a Park students’ educational experience and later,
the “spark” of the student’s transition to a career upon graduation.
Rev. 3/23/16
Course Learning Outcomes:

Upon completion of the course, students will be able to:
1. Demonstrate an introductory knowledge of the media and communications landscape,
domestically and globally
2. Be able to describe the basic content, distribution, marketing and sales structure of one medium
(e.g. television, film, radio, broadband, print and mobile)
3. Prepare and present strategies and tactics in response to an immediate challenge facing the
current media environment
4. Build an academic plan reflecting their current career goals in the new media environment
5. Identify and locate the key resources to remain current in swiftly shifting media industry
trends.
Course Structure:



The course will be structured as five 2-hour sessions and one 3-hour session over a 7-week period
(with no meeting on March 15, during Spring Break.)
It is structured as a mix interdisciplinary, immersive learning experiences and will be highly
interactive, with multiple “takeaways.”
Each session will be generally structured as follows:




15 minutes of introduction and overview
50 minutes of interaction with our industry participants
45 minutes working on the “Student Challenge” and related discussion
5 minutes of wrap-up
Required materials:


Any required materials or readings will be made available online or distributed in class.
Students are welcome and encouraged to bring their laptops and PDAs and use them during the
course to find online resources that support the conversations occurring in class. Please read the
Computer/PDA Etiquette Policy below to guide you in the use of these technologies in this course:
Computer/PDA Etiquette Policy:
 How could we, realistically, offer a course on what’s new and what’s next in the communications
industry and then not encourage you to use the tools of communication?
 We WANT you to use your technology resources in ways related to the course so we are
encouraging you to:
o Have your computers and PDAs on and connected to the Internet
o Use your computer and PDA to research and explore online resources related to class
o Let us know when you find cool or interesting material that will add to our classroom
conversations
o Make sure PDA ringers and computer speakers are muted
o Use your computer for classroom related communication and reserarch only (put aside the
eBay shopping or watching ESPN).
o Have relevant social media up and running (Facebook, Twitter, etc., as well as email or
instant messaging, because we trust you will limit their use to class-related
communication)
 Let’s see if it works!
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Rev. 3/23/16
Tuesday February 22nd
6:00 – 8:00 pm
HOW POWERFUL ARE MEDIA MESSAGES?
SESSION, DESCRIPTION, CHALLENGE AND
PREPARATION
HOW POWERFUL ARE MEDIA MESSAGES?

IN WHAT WAYS DO VIDEOGAMES, LOBBYING,
ADVERTISING AND INDEPENDENT MEDIA SHAPE
OUR WORLD VIEW?
This week we examine with our participating industry guests how
messages emerging from entertainment media, news media, think
tanks, advertisers, marketers and brand/image developers impact
our lives.
STUDENT CHALLENGE: The Launch of Product X
You have been presented, by ACM Productions, with real-life
current actual challenge facing their company, which specializes in
corporate communications. They need to prepare a national
advertising and marketing plan for a secret product (you will learn
what it is in class).
Your challenge: Identify potential markets for this product. Then,
choose one of those markets and come up with an outline for a
clever advertising campaign. What two different media platforms
would you use and why? How would you pitch the client on your
idea? Your team will have the opportunity to pitch your idea to
ACM Productions at a subsequent class meeting.
PARTICIPANTS
Liam Collins, ‘06
Design Assistant
Firaxis Games
Sparks, MD, USA
Rob Bluey ‘01
Director
Center for Media & Public Policy
The Heritage Foundation
Washington DC, USA
Craig ‘74 & Budd Mikhitarian
Owners
ACM Productions
Ridgefield, CT, USA
Jeff Cohen
Founding Dir. & Assoc. Professor
Park Center for Independent Media
Ithaca, NY, USA
Session Preparation:
1. Check out Firaxis Games and Liam Collins’s bio
2. Check out http://www.heritage.org/Press-Media to learn
about the think tank’s media activities.
3. Familiarize yourself with ACM Productions and its
services
4. Familiarize yourself with the Park Center for Independent
Media
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Tuesday, March 1st
6:00 – 8:00 pm
WHAT’S THE FATE OF TRADITIONAL MEDIA?
SESSION, DESCRIPTION, CHALLENGE AND
PREPARATION

WHAT IS THE LIKELY EVOLUTION OF BROADCAST,
PRINT, ENTERTAINMENT, RADIO AND
INDEPENDENT MEDIA
This week we examine what may be the unlikely survival of
broadcast television and radio in its current form. How do we make
sense of all the user-generated programming, the explosion in
social media, the future of film, and the challenges and
opportunities facing print and electronic journalism, advertising
and marketing. How can you best prepare for a career in these
areas during this dynamic time?
STUDENT CHALLENGE: Desperately Seeking the Audience
You will take on a real-life challenge facing Diane Sawyer and
David Muir that involves a shifting audience for their network
newscast.
Session Prep:
1. Watch ABC World News with Diane Sawyer or ABC
World News (Weekend Broadcast) with David Muir on a
night prior to the class
2. Search for and check out Diane Sawyer’s and David
Muir’s Bios
3. Check out Froehlich’s IMDB profile
4. Do some investigation into The New York Times
businesses
5. Familiarize yourself with CBS Radio and CBS Radio
News
6. Watch at least one video where Jeff Cohen is speaking
about media:
http://www.youtube.com/watch?v=vKV7tT4OL1s,
http://www.youtube.com/watch?v=i2paUkpZbFc
PARTICIPANTS
Broadcast Television News:
Diane Sawyer
Anchor
ABC World News with Diane Sawyer
David Muir ‘95
Anchor
ABC World News with David Muir
Newspaper:
Jill Agostino ‘86
Asst. National Editor
The New York Times
New York, NY USA
Entertainment Media:
Bill Froehlich ‘74
Owner
Ithaca Films
Los Angeles, CA USA
Broadcast Radio:
Peter King ‘78
CBS Radio
Miami, FL USA
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Tuesday, March 8th
6:00 – 8:00 pm
GOING GLOBAL?
SESSION, DESCRIPTION, CHALLENGE AND
PREPARATION

HOW ARE THE WORLD MARKETS USING
TECHNOLOGY, DISTRIBUTION AND BRANDING TO
GROW THEIR BUSINESSES?
This week you will explore with international communications
executives the global world of communications. It is about the
technological efficiencies of executing a global reach and much
more. You have to market to different cultures and social mores,
deal with different laws, navigate different languages, and develop
content, branding and messages that resonate across international
boundaries. (If this seems like no big deal, research why the Chevy
Nova was such an unsuccessful car in the Latin America market).
STUDENT CHALLENGE: Build a Global Transmedia Business
Your boss asked you to determine a strategy to reach the broadest
global distribution with your company’s new branded youth news
program, “NOW.” Details to follow.
Session Prep:
1. Check out www.cisco.com and explore the carious assets
and capabilities the company provides
2. Check out Budd Margolis’ bio
3. Check out Guy Lieberman’s Bio
4. Learn what you can about South African Ad Agency
DraftFCB
5. View the film “Universal Face”
6. Check out TNT and TBS’s programming
PARTICIPANTS
Technologies of Global Communication:
Ayelet Baron
Vice President
CISCO
Toronto, Canada
The European Communication Market
Budd Margolis
Media Consultant
London, UK
The African Communication Market
Guy Lieberman
Green and Social, New Business Devel.
Draft FCB
Johannesburg, South Africa
Global Distribution:
Billy Hall ‘84
VP Programming
TNT and TBS
Atlanta, GA USA
Billy.hall@turner.com
Global Marketing & Branding
Arhlene Flowers
Assistant Professor
Strategic Communication
Ithaca College
Ithaca, NY USA
Global Children’s Programming & Al Jazeerah
Kati Lustyik
Assistant Professor
Television-Radio
Ithaca College
Ithaca, NY USA
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Tuesday, March 22nd
6:00 – 8:00 pm
WHO OWNS WHAT
&
WHY DO I CARE?
SESSION, DESCRIPTION, CHALLENGE AND
PREPARATION

WHAT IS YOURS, WHAT IS FREE AND WHAT IS
THEFT?
This Session surfaces the key issues around copyright, trademark,
ownership, plagiarism and public domain content. We examine
rights in television and film production, photography and
broadband.
STUDENT CHALLENGE:
TBD
PARTICIPANTS
The Legal Perspective on Production:
Kyndra Miller, Media Attorney & Producer, (San
Francisco, CA, USA)
The Photographer’s Artistic & Creative Perspective:
Charles Hanna, Norman Seeff (“Sessions”), Artist,
(Los Angeles, CA, USA)
The Electronic Marketplace Perspective: (Invited)
Steven Starr, President, Citizen Global, (Los Angeles,
CA, USA)
SESSION PREP:
1.
2.
3.
4.
5.
Familiarize yourself with Kyndra Miller
Learn about Norman Seeff and “Sessions”
Navigate through www.CitizenGlobal.com and learn how
it works and what content is available
Read over the Copyright Policy for either Facebook or
YouTube
Read the IC Policy on Academic Honesty & Plagiarism
The Overview:
Nancy Cornwell, Professor & Chair, TV and Radio,
The Park School (Ithaca, NY, USA)
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Tuesday, March 29th
6:00 – 8:00 pm
IT’S ALL ABOUT THE STORY
SESSION, DESCRIPTION, CHALLENGE AND
PREPARATION

THE MEANING IS THE MESSAGE
This Session focuses on the critical importance of the core message
or essence of communication and media – the STORY. You will
hear from a documentary producer, broadcast news producer and a
social media marketer. They all need to communicate the story –
and assemble the elements to do it. You will learn about how news
stories are conceived, researched, developed and delivered – and
about the various jobs available in putting together a story in a daily
changing world.
PARTICIPANTS
The “Story” as the Core of Documentary
Production:
Louis Fox, Producer, Free Range Studios, “The
Story of Stuff” (San Francisco, USA)
The “Story” in Broadcast News – Anatomy of a
News Story:
Debbie Rubin, Associate Producer, CBS
Evening News with Katie Couric (New York,
NY, USA)
STUDENT CHALLENGE:
MTV’s negative feedback on “Skins” continues to grow, but the
network wants to protect its investment, continue with the intention
of the show and also keep its reputation with advertisers, cable
companies and the audience. What is your plan? Is it a story issue?
A marketing problem? How would you use alternative media to
help? And, what is your company’s communications messaging
plan to get over this PR issue?
The “Story” as the Basis of Social Media:
Jeryl Jagoda ‘78, President, Social Media
Darlings, (Los Angeles, CA, USA)
SUGGESTED SESSION PREP:
1. Watch an episode of Skins
2. Look into the issues MTV is facing
3. Watch “The Story of Stuff”
4. Check out Jeryl’s Entrepreneurial Venture
5. Read the Broadcast & Cable Magazine Editorial
The Session #1 Challenge Presentations
Overview: The Story of “Story”
Elisabeth Nonas, Associate Professor & Chair,
Cinema, Photography & Media Arts, Park
School, (Ithaca, NY, USA)
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Tuesday, April 5th
6:00 – 9:00 pm
Your communication career after graduation may be:
a. A career you haven’t ever considered before
b. A career that doesn’t currently exist
c. Your dream career
d. All of the above
SESSION, DESCRIPTION, CHALLENGE AND
PREPARATION

A LOOK AT EMERGING & ENTREPRENUERIAL
MEDIA, MARKETING AND MERCHANDISING AND
CORPORATE COMMUNICATIONS IN A MULTIPLATFORM WORLD
This Session looks at transactional media, social responsibility,
integrated marketing and communications and financial services as
opportunities within our industry.
STUDENT CHALLENGE: THE INDUSTRY – AND YOUR
TIME CAPSULE
Flash Forward: It is the Second Semester of your Senior Year. You
will be part of 1 of 5 groups; and, your group will be asked to
address the following issues today – to be discussed 4 years from
now:
1.
2.
3.
4.
5.
How will the Media and Communication Industry change
over the next 4 years in each of the following areas: How
Stories are told, How Content is Distributed, How Content
will be Financed and What Technology will we use to
Consume Media?
What Media Jobs will fade away by the time you graduate?
What new Careers in the Media will be available to you
when you graduate?
Based on what you’ve learned in this course, create a draft
Academic Plan for your remaining years at IC that will
best prepare you for your Career upon Graduation? Focus
on: Park Course Work, Outside of Park Course Work,
Study Abroad or IC LA Opportunities, Co-Curricular
Opportunities, Internships – and give your reasons for what
you choose.
Tell us what might be missing (e.g. Coursework or
Learning Experiences) in each of the above areas that you
believe may be important as you prepare for a successful
Media Career.
PARTICIPANTS
The Transactional Services Perspective:
Dan Mapes, Founder & President, MagNet Solutions
(Los Angeles, CA, USA)
The Online/Alternative Media Perspective:
Kate Sheppard ‘06, Environmental Reporter, Mother
Jones, (Washington, DC, USA)
Perspective on Reinventing Media & Reinventing
Yourself
David Storey ‘77, Director, Sales & Marketing,
Woodward Communications (Dubuque, IA, USA)
The Business Services Perspective:
Peter DelGrosso ‘95, Senior Vice President, Business
Development. Dun & Bradstreet Credibility Corp.
(Los Angeles, CA, USA)
Student Resources:
Bryan Richards, Assistant Dean for Student Services,
The Park School
Eloise Greene, Professional Development Coordinator,
The Park School
Course Assessment: To be Discussed
The Final Challenge (1 Hour)
SUGGESTED SESSION PREP:
Check out www.magnet.tv
Check out Dan Mapes bio
Learn about Mother Jones
Familiarize yourself with Woodward Communications
Check out Peter Delgrosso’s bio
Check out d&b.com
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