Goret / JMS 412 Syllabus / Spring 2014
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JMS 412 – Fall 2013
Media Industries and Audiences
M – W – F: 11:00 – 11:50 a.m
LSN-132
Instructor: Robin Goret, M.A..
Email: rgoret@mail.sdsu.edu
Phone: 619-594-5454
Office/Hours: PSFA 315, Mondays 12:45-2:45
Course Description: Reviewing and dissecting claims made by media organizations. Examining
models about how individuals make sense of these claims. Investigating how individual and group
actions can alter media institutions and content.
Expanded Description: This course is structured around answering one question, “What is an
audience?”
According to old theories of mass communication, members of the media audience are assumed
to be passive non-participants in a one-way form of communication. For the next few months, we
will explore the notion that different forms of mass media should be more accurately
conceptualized as a two-way form of communication. As individuals and as organized interest
groups, the audience is actively engaged in the process of meaning-making.
In this course, we will also study the ways in which the “audience” is imagined and measured by
different media industries. We will study how programmers, advertisers, and media practitioners
interpret these statistics and what decisions are made because of them.
We will also study theories of the “active audience” and the various ways in which academics, as
opposed to media practitioners, conceptualize the audience. Finally, we will conclude by
examining a few case studies in which individuals have utilized various forms of media to enact
social change, express alternate viewpoints, and force governments to alter their policies.
Objectives: By the end of this course, you will be able to  Understand and be able to explain the basic measurements used in audience analysis.
 Identify the different business models that underlie the media industries.
 Describe specific instances in which individuals and/or interest groups have used
various forms of media to alter the actions of larger institutions.
 Critique and analyze academic writing in a logical, informed manner.
Required Readings:
John L. Sullivan, Media Audiences: Effects, Users, Institutions, and Power (SAGE, 2013)
The New York Times, information for establishing a subscription provided on Blackboard.
Cynopsis Media Daily Briefings: http://www.cynopsis.com
Course Necessities:
 Students are responsible for all material presented in class, on Blackboard, and in the
readings. Material on the exams will be drawn from all of these sources.
 Exams will use the thin red Scantron form, aka F289.
 Throughout the semester, I will use the class Blackboard site to post announcements,
reminders, and other material relating to the course. If an item is of particular importance,
I will make sure that the information is emailed to everyone enrolled in the class. It is your
responsibility to keep up with this information and regularly check the email address that
is associated with your name.
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 Hotmail accounts have been known to filter out Blackboard announcements as spam.
 The lectures last only 50 minutes. It is assumed that during this brief amount of time,
you will refrain from reading the newspaper, texting, personal grooming, and any other
activity that might distract your classmates.
 If your mobile phone rings more than once during the semester, I reserve the right to
deduct points from your final grade.
Media Studies Requirements: Students must have completed JMS 408 and earned at least a C
in that class. For students pursuing a Media Studies major, they must earn at least a C in this
class as well.
If my official class roster does not indicate that you have met this pre-req, I will email you and ask
that you bring an unofficial copy of your class transcript to the next class meeting.
Policies:
1.
Civility – I expect you to treat your fellow classmates and me with civility. It is fine to disagree,
but do so based on the substance of the argument or the evidence and avoid name-calling as
a tactic. Please write professionally and like an educated person for all assignments
submitted and messages that may be viewed by others.
2.
Help – I will be quick to answer questions (unless they have been answered already) and to
do all I can to help you succeed. Email is the best way to reach me; I check it frequently.
3.
Online Classroom: This course will have a Blackboard (BB) site, accessible at
https://blackboard.sdsu.edu. Also, all students are expected to have access to e-mail and to
check their e-mail accounts at regular intervals. The instructor will use Blackboard and/or email to facilitate communication with class members and to disseminate information pertinent
to the course, to class sessions, or group work.
4.
PLEASE NOTE: Emails sent through the BB system are automatically routed to the junk mail
folder of some email systems. Thus, you should make sure that the instructor’s email address
appears in your “safe list” so that you may receive emails from the instructor. Also, since many
student emails sent to the instructor from BB may end up in her junk mail folder, please help
the instructor find your messages by noting “JMS 412” in the subject line of your message.
Better yet, please send your email message independently of the BB system.
5.
Appropriate Use: Although the use of new technology should be incorporated into any modern
college course for learning purposes, there are still times when such usage is considered
totally inappropriate. As a result, you are requested not to engage in cell phone calls, IM, SM,
texting, etc., during class. If you must answer a call during class, please step outside the room
BEFORE answering the call and return when done.
6.
Privacy: Please respect the privacy of your classmates and instructor by refraining from voicerecording or photographing them in association with this class. State law restricts the
recording of another individual without his/her knowledge and consent. See also the next
section regarding defamation.
7.
Defamation: If you choose to communicate regarding this course on social networking sites
such as Facebook, MySpace, Twitter, LinkedIn, Storify, Pinterest, etc., please remember to
use discretion. Inappropriate communications have the potential to become privacy issues for
class members and/or the instructor, as well as defamation risks for yourself.
8.
Documented Disabilities: Students who need accommodation of their disabilities should
contact me privately by the second class period to discuss specific accommodations for which
they have received authorization. If you have a disability, but have not yet contacted Student
Disability Services, please do so before coming to see me during my office hours or by
appointment. Student Disability Services is located in room 3101 of the Calpulli Center on
Hardy Ave. (near Cox Arena), and their phone number is 619-594-6473. More information is
available at http://www.sa.sdsu.edu/sds/index.html.
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9.
Student Support Services: Many students find that college is a stressful time. Many students
also find that this course in particular is stressful. Combined with social, financial, and familial
pressures, academic challenges can take a toll on anyone, no matter their academic record or
abilities. We all face personal and professional challenges, and students should begin now to
consider matters of work-life balance, so that they can be better equipped to handle such
challenges in the future. If you feel that you need professional assistance with the challenges
you face, you should contact SDSU’s Counseling & Psychological Services:
www.sa.sdsu.edu/cps/index.html or 619-594-5220. Located in the Calpulli Center, Room
4401, this office offers students confidential assistance, Monday through Friday, 8 a.m. to
4:30 p.m. If you need help outside these hours, you can call the San Diego Access and Crisis
24-hour Hotline at 1-888-724-7240. Other campus emergency services include the Student
Health Services Nurse Advisory Line at 1-888-594-5281 or University Police at 619-594-1991.
10.
Amendments and Addenda: The instructor reserves the right to amend the course syllabus at
any time during the semester; students will be informed of the changes either in class, via
email, or through BB. For example, topics listed in the syllabus may be covered on different
days to accommodate guest speakers, natural disasters, or class needs. Furthermore, you will
receive syllabus addenda that offer specific guidelines for the writing assignments (if any) and
the group project.
11.
Contractual Nature of this Syllabus: Students who choose to remain enrolled in this course
after the regular schedule adjustment period indicate by their continued enrollment that they
have read and understood the syllabus for this course, and that they accept and agree to
abide by its procedures and policies.
12.
Academic honesty. Here is what the SDSU General Catalog says about academic honesty
(on page 472):
Plagiarism
Plagiarism is formal work publicly misrepresented as original; it is any activity wherein one person
knowingly, directly, and for lucre, status, recognition, or any public gain resorts to the published or
unpublished work of another in order to represent it as one’s own. Work shall be deemed plagiarism:
(1) when prior work of another has been demonstrated as the accessible source; (2) when substantial
or material parts of the source have been literally or evasively appropriated (substance denoting
quantity; matter denoting qualitative format or style); and (3) when the work lacks sufficient or
unequivocal citation so as to indicate or imply that the work was neither a copy nor an imitation. This
definition comprises oral, written, and crafted pieces. In short, if one purports to present an original
piece but copies ideas word for word or by paraphrase, those ideas should be duly noted.
Lindey, Alexander. Plagiarism and Originality, 1952.
Grading:
The instructor has the final authority on all grades, and reserves the right to deviate from the
various point values listed below when appropriate.
Your final grade will be based on 400 points. Do not be confused by anything else that
appears on Blackboard.
Exam 1 (Wed. Feb 26), Multiple Choice + Short Answer
Exam 2 (Wed Mar 26), Multiple Choice + Short Answer
Exam 3 (Monday May 12) Short Answer + Multiple choice
Quizzes (Based on material in NYT & Cynopsis Media, four total)
80 points
90
100
20
Assignments (Four)
#1 Watching the Viewer (Due Thurs Feb 6)
#2 Editorial Assignment book (Due Thurs Feb 20)
#3 Frankfurt School & Fandom (Due Friday Mar 21)
#4 Job Hunting Assignment (Due Tues April 15)
Total
20 points
40
40
20
410 points
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At the end of the semester, I will take your total number of points and divide by 4. I will then use
the standard SDSU grading scale to determine a specific letter grade. This grading scale is
included below. There may be extra credit opportunities that arise as the semester progresses
though this is entirely up to my discretion. Note that it is possible to earn a maximum of 410
points, but you only need 400 points to get a perfect A.
Assignments
There will be four writing assignments. I will post detailed instructions on Blackboard as the due
dates draw closer, but I will tell you now that one of the assignments requires you to create a
resume. If you have not already created one, don’t delay.
You will submit all of these assignments via the Turnitin function on Blackboard. Your grade will
be determined based on how closely you followed the instructions, comprehension of material,
and clarity of your writing. Late work is not accepted and will result in an automatic grade of zero.
Exams
Exams will be a combination of multiple choice and short answer. I will post a brief study guide a
few weeks prior to each exam, though I strongly encourage you to read all of the assigned
material. (Don’t completely ignore the material that is not listed in a study guide.)
Make-Up Exams
I will only allow students to miss regularly scheduled exams for extremely compelling, valid
reasons, and will require proof of your excuse. Oversleeping, the inability to find a parking spot, a
conflicting work schedule, a previously scheduled airline flight, getting a DUI, or other similar
reasons are not valid reasons. I strongly encourage you to examine the schedule at the end of
this syllabus before making any travel arrangements.
If you have an issue or conflict with any of these dates, you must contact me BEFORE the exam
in question.
Quizzes
There will be four brief quizzes during the semester. These quizzes will be on predetermined
Fridays (see the schedule below for dates), and each quiz will be based on material that
appeared in both the New York Times Media & Advertising section and one of the four Cynopsis
Media Daily E-briefings on Monday – Thursday of the given week.
http://www.nytimes.com/pages/business/media/index.html
http://www.cynopsis.com
There are no make-up dates for these quizzes. If you have a valid reason for missing class on the
day of a quiz (such as being part of a university athletic team that is traveling), let me know as far
in advance as possible.
Grade Breakdown:
100 – 93
A
92.9 – 90
A89.9 – 87
B+
86.9 – 83
B
82.9 – 80
B79.9 – 77
C+
76.9 – 70
C
69.9 – 67
D+
66.9 – 63
D
62.9 – 0
F
Note: If you for any reason you are unable to meet the basic course requirements or require
special accommodations, please contact me as soon as possible.
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Semester Outline/Schedule:
This outline is subject to revision as the semester progresses. You will receive ample
warning of any significant deviation from this schedule.
Wed Jan 22: Class Introduction
Friday Jan 24: Tips on Effective Writing/Writing Exercise
Monday Jan 27: Lecture: Intro to Basic Terms & Concepts
Read Media Audiences, Ch. 1
Wed Jan 29: Lecture: Data Collection Methods
Friday Jan 31 In Class Activity: Data Collection Methods Exercise /
NYT, Cynopsis Media Quiz#1;
See Stories in NYT-Media & Advertising section for Jan 27-30;
See Stories in Cynopsis Digital for Jan 27-30
Monday Feb 3: Lecture: TV Programming & Ratings
Read Media Audiences, Ch. 3 & 4
Wed Feb 5: Lecture: TV Programming (cont’d)
Thursday Feb 6: Assignment #1: Watching the Viewer due 11pm, submit via Turnitin on BB
Friday Feb 7: In Class Activity: Ratings Activity
Monday Feb 10: Lecture: Ratings & Advertising
Wed Feb 12: Lecture: Cable TV
Friday Feb 14: Discussion of Watching the Viewer Assignment / NYT, Cynopsis Media Quiz # 2
See NYT Stories for Feb 10-13
See Cynopsis Sports for Feb 10-13
Monday Feb 17 Guest Speaker Michael Nelson -- Arbitron
Wed Feb 19: Lecture: Radio Ratings
Friday Feb 21: In-Class Activity RE: Radio Ratings
Monday Feb 24: Review for Exam #1
Wed Feb 26: Exam #1
Friday Feb 28: Guest Speaker: Richa Patel, FOX News, NY (via Skype)
Monday Mar 3: Lecture: VCRs & DVRs
Wed Mar 5: Lecture: Online Audience Metrics
Thursday March 6: Assignment #2: Editorial on “Why Audience Ratings System Matter”
Friday Mar 7: Go Over Exam #1 / NYT, Cynopsis Quiz #3
See NYT stories for Mar 3-Mar 6; See Cynopsis for Mar 3-6
Monday Mar 10: Lecture: Search Engines / Audience Metrics
Wed Mar 12: Lecture: Print Circulation
Friday Mar 14: Discussion: Job Hunting Assignment #4
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Monday Mar 17: Lecture – Audience Studies
Read Media Audiences, Ch. 6
Wed Mar 19: Lecture: Fandom
Read Media Audiences, Ch. 8
Friday Mar 21: NCAA Tournament No Class
Monday Mar 24: Review for Exam #2
Wed Mar 27: Exam #2
Friday Mar 28: Fandom Word Press & Assignment # 3 Due 11:00 PM, Submit Essay via
Turnitin on BB
SPRING BREAK NO CLASS
Monday Apr 7: Lecture: Culture Jamming
Wed Apr 9: Phenomenology of Mon Calamari (Star Wars)
Friday Apr 11: Go Over Exam #2 / Discussion of Assignment #2 Why Audience Ratings System
Matter
Monday April 14: Lecture: PostNetwork TV
Tuesday April 15: Job Hunting Assignment #4 Due, Submit Via Turnitin
Wed April 16: Lecture: Post Network TV Case Studies
Friday April 18: Discussion of Assignment #3
Monday April 21: Lecture: Machinima
Wed April 23: Lecture: Giddens & Structuration Theory
Friday April 25: Feedback on Job Hunting Assignment / NYT, Cynopsis Quiz #4
See NYT stories for April 21-24
See Cynopsis Classified Advantage Tuesday, April 22 edition
Monday April 28: Lecture: UK Pirate Radio
Wed April 30: Lecture: Hip Hop as Radical Media
Friday May 2: Lecture: Samizdat in Former Soviet Union
Monday May 5: Final Thoughts/Wrap Up
Wed May 7: Review for Exam #3
Exam #3: Monday May 12 at 10:30am. Please note that is earlier than our usual start time.
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