Bachelor of Mass Media and Communication (BA)
School of Social and Human Studies
California University,FCE-USA
The Bachelor of Mass Media and Communication (BA) program helps students to focus on
critical analysis and understanding each element of the human communication process, preparing
the student for a career in politics, law, administration, business, industrial communication or
education. The Bachelor of Mass Media and Communication (BA) program is offered online via
distance learning. After evaluating both academic record and life experience, CU staff working
in conjunction with Faculty and Academic Advisors will assist students in setting up a custommade program, designed on an individual basis. This flexibility to meet student needs is seldom
found in other distance learning programs. Our online program does not require all students to
take the same subjects/courses, use the same books, or learning materials. Instead, the online
Bachelor of Mass Media and Communication (BA) curriculum is designed individually by the
student and academic advisor. It specifically addresses strengths and weaknesses with respect to
market opportunities in the student’s major and intended field of work. Understanding that
industry and geographic factors should influence the content of the curriculum instead of a
standardized one-fits-all design is the hallmark of CU unique approach to adult education. This
philosophy addresses the dynamic and constantly changing environment of working
professionals by helping adult students in reaching their professional and personal goals within
the scope of the degree program.
Important: Below is an example of the topics or areas you may develop and work on during your
studies. By no means is it a complete or required list as CU programs do not follow a
standardized curriculum. It is meant solely as a reference point and example. Want to learn more
about the curriculum design at CU? (Course and Curriculum)
Core Courses and Topics in Mass Media and Communication:
Statistics in Psychology
Statistics for the Social Sciences
Intercultural Communication
Mass Media and Society
Media Production and Context
Mass Media and Technology
Global Media
Media Distribution: National and International
Research Methods and Design
Writing for the Media
Feature and Critical Writing
Communication Graphics
Public Relations
Film Classics
Photojournalism
Organizational Communications
Interactive Multimedia Authoring
Orientation Courses:
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Communication & Investigation (Comprehensive Resume)
Organization Theory (Portfolio)
Experiential Learning (Autobiography)
Seminar Administrative Development (Book Summary)
Seminar Cultural Development (Practical Experience)
Seminar International Development (Publications)
Research Project in Mass Media and Communication:
Bachelor Thesis Project
MBM300 Thesis Proposal
MBM302 Bachelor Thesis (5,000 words)
Publication: Each Bachelor of Mass Media and Communication graduate is encouraged to
publish their research papers either online in the public domain or through professional journals
and periodicals worldwide.
Career Center Bachelor of Mass Media and Communication
Job Description Bachelors in Mass Media and Communication
Not all broadcasting careers are on-air or on-camera positions, such as radio announcer or local
news anchor. Behind every disc jockey or television reporter is a team of technical professionals.
Communications majors who prefer not to be in the spotlight can choose behind the scenes
occupations such as audio video technician, camera operator or control engineer.
Skills for Success
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Communication: (written/oral): Ability to verbalize, write, listen, give presentations,
facilitate discussions, and share knowledge effectively
Technical: Ability to appropriately apply technology and effectively use major software
and the web to accomplish a given task; ability to apply computing skills to solve
problems
Leadership: Ability to lead, gather resources, coach and allow others to lead
Teamwork/Collaboration: Ability to work effectively with others and to collaborate
successfully; to be able to work with diverse teams, negotiate and manage conflicts
Interpersonal: Ability to relate to colleagues and customers, inspire others, resolve
conflict, be tactful, understand cultures, and show diplomacy
Employment Opportunities for Mass Media and Communication
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Public Relations Assistant
Camera Technician
Journalism
Radio Announcer
Television Reporter
Professional Associations
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Association for Education in Journalism and Mass Communication (AEJMC)
National Communication Association (NCA)
Public Relations Society of America (PRSA)
Our our degrees are listed and detailed on Course Finder.
LIST OF CALIFORNIA UNIVERSITY, JOURNALISM COURSES
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BA Media, Journalism and Culture - Single Honours (R5V2)
BA Journalism and Communications - Single Honours (0N3D)
BA Media and Communications - Single Honours (3M7D)
BA Journalism and Welsh - Joint Honours (PQ55)
BA Journalism, Media and English Literature - Joint Honours (PQ53)
BA Journalism, Media and Sociology - Joint Honours (LP35)
BA Journalism, Communications and Politics - Joint Honours (J323)
Bachelor of Journalism (BA, BJ)
The CU Distance Learning Bachelor of Journalism program will be a custom-made program,
designed just for you by you and your academic advisor. This flexibility to meet student needs is
seldom found in other distance learning programs. Our online program does not require all
students to take the same subjects/courses, use the same books, or learning materials. Instead, the
online Bachelor of Journalism curriculum is designed individually by the student and academic
advisor. It specifically addresses individual strengths and weaknesses with respect to market
opportunities in the student’s major and intended field of work. Understanding that industry and
geographic factors should influence the content of the curriculum instead of a standardized onefits-all design is the hallmark of CU unique approach to adult education. This philosophy address
the dynamic and constantly changing environment of working professionals by helping adult
students in reaching their professional and personal goals within the scope of the degree
program.
Important: Below is an example of the topics or areas you may develop and work on during your
studies. By no means is it a complete or required list as CU programs do not follow a
standardized curriculum. It is meant solely as a reference point and example. Want to learn more
about the curriculum design at CU? (Course and Curriculum)
Core Courses and Topics in Journalism:
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The Elements of Journalism
E-Publishing
Media Languages and Cultures
Community Journalism
Professional Writing
Advertising Strategy and Campaign Planning
Literary Journalism
Introduction to Journalism and Communication
Reporting
Online Journalism
Public Relations Processes
Orientation Courses:
Orientation Courses:
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Communication & Investigation (Comprehensive Resume)
Organization Theory (Portfolio)
Experiential Learning (Autobiography)
Academic Evaluation (Questionnaire)
Fundament of Knowledge (Integration Chart)
Fundamental Principles I (Philosophy of Education)
Professional Evaluation (Self Evaluation Matrix)
Development of Graduate Study (Guarantee of an Academic Degree)
Research Project in Journalism:
Bachelor Thesis Project
MBM300 Thesis Proposal
MBM302 Bachelor Thesis (5,000 words)
Publication: Each Bachelor of Journalism graduate is encouraged to publish their research papers
either online in the public domain or through professional journals and periodicals worldwide.
Career Center Bachelor of Journalism
Job Description Bachelor of Journalism
Writers work with editors and publishers throughout the writing process to review edits, topics,
and production schedules. Editors and publishers may assign topics to staff writers or review
proposals from freelance writers. All writers conduct research on their topics, which they gather
through personal observation, library and Internet research, and interviews. Writers, especially of
nonfiction, are expected to establish their credibility with editors and readers through strong
research and the use of appropriate sources and citations. Writers and authors then select the
material they want to use, organize it, and use the written word to express story lines, ideas, or to
convey information. With help from editors, they may revise or rewrite sections, searching for
the best organization or the right phrasing.
Skills for Success
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Able to write clear, concise, objective and accurate material quickly
A good general knowledge
Interested in current events
Aptitude to learn keyboard and shorthand skills
Able to speak clearly when working on radio and television.
Employment Opportunities for Bachelor of Journalism Majors
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Admissions Counselor
Advertising Director
Audio-visual Consultant
Biographer
Camera Operator
Columnist
Commentator
Critic
Editor
Entertainment Agent
Film/TV Director
Journalist
Librarian
Media Production Assistant
Photographer
Radio/TV Newscaster
Screen/Script Writer
Station Programmer
Technical Writer
Bachelor of Journalism Course Descriptions
162: Mass Media in Multicultural America and Ghana
An introduction to the roles and functions of print, film, electronic and digital media in
multicultural America and Ghana. International comparisons highlight differences and
commonalities in the social and cultural position of mass media in societies with racially and
ethnically diverse populations.
176: Media Fluency for the Digital Age
An introduction to the vast changes in the technology, practice, and business of mass
communication that have accompanied the diffusion of digital devices, the development of the
World Wide Web, and the rapid extension of education, commerce, politics, and social life to the
online realm.
201: Introduction to Mass Communication
An introduction to how the mass media are organized and how they function in modern society,
their technological bases, economic and political foundations, and social implications
Please note: Course website information is updated intermittently for some courses. Sample
syllabi are posted only at the beginning of the semester and do not include recent schedule
changes. Please refer to faculty announcements in class for updates to all schedules and
assignments.
General description: This combined lecture/discussion course introduces students to the
interlinked entertainment, strategic communication, and journalism aspects of our mass media,
and to the broad theoretical, historical, and critical perspectives that mass communication
scholars use to understand and analyze these media processes. This course also fulfills the
campus Communications-B requirement for refining your communication skills through written
assignments, peer review, and revision. For those students considering careers in the media, this
course should help you make informed decisions about your professional life and will serve as
the prerequisite to entering the School of Journalism and Mass Communication.
202: Mass Communication Practices
Communication as a process involving sender and receiver, message and medium. J202 goals are
threefold: 1) to lay a foundation of basic communication skills, including writing, editing,
conducting research using traditional and online resources, numeracy, and elements of design
and story presentation, 2) to help students develop an appreciation of how different media
influence the nature of information presented, 3) to introduce students to technical skills that will
be used in advanced professional classes—page layout, HTML authoring, digital audio and video
editing.
General description: This course is designed to lay a foundation for students and give them the
beginnings of a toolkit of conceptual and practical skills in mass communication. We strive to
develop a range of skills that includes research, writing, editing and presentation for news and
strategic communication in print, audio and online. Students learn about both informative and
persuasive communication in contexts that cut across the traditional barriers of print journalism,
broadcast news, advertising and public relations. Students spend the bulk of their time in this
course building writing skills and critical thinking abilities, as those are the two elements
common to success in any field.
335: Intermediate Reporting
Basic reporting for print and electronic media. This is a transitional course designed to develop
the technical skills introduced in J202 such as digital audio, web use and composition, and to
explore the concepts necessary for advanced reporting courses. Students bring together technical
and conceptual skills by creating a variety of print, audio and web-based news stories that
revolve around a current public issue of significance to the community.
345: Principles of Strategic Communication
Introduction to strategic communication for students interested in advertising, public relations,
health communications and political campaigns. Course focuses on: 1) strategic communication
industry, including advertising and public relations firms, 2) ethics and regulation of strategic
communications, 3) role of strategic communications in the process of marketing products, ideas
and people, 4) components of strategic communication campaigns, 5) professional specialties
within the field of strategic communications.
J401: In-Depth Reporting
Advanced reporting with emphasis on critical evaluation of evidence and on recognizing the
complex effects of government actions. Students develop investigative skills, study online and
computer-assisted reporting techniques, learn how to follow the trail of a story and track the
impact of decisions made by policymakers. Students also discuss journalistic ethics and the
impact reporter’s actions and decisions have on this process.
J404: Interpretation of Contemporary Affairs
Preparing and writing editorials, columns and news analyses. Functioning in the role of opinion
leaders, students analyze and comment on the news.
J405: Creative Nonfiction
Journalistic storytelling now defines some of the most successful and popular non-fiction of our
time. Many journalists move directly from newspapers into serious non-fiction. Creative
nonfiction is a class for journalism students who want to build a broad-based portfolio of writing
skills, ones that foster good storytelling on multiple levels for print and electronic publications,
for daily newspapers, weekly and monthly magazines, and some skills fundamental to book
writing.
J411: Multimedia Graphics
Explores how the principles of visual communication influence communities that use new media.
The revolution in digital media has fragmented traditional communities and it is no longer
sufficient to think of an audience as a print reader, a television viewer or a demographic group.
This class examines how communities of special interests, including ethnic groups, use
multimedia and its graphic design to give voice and vision to members. Students learn the
theoretical aspects of multimedia and community as they learn to analyze and think critically
about content-driven design, typography, photography and digital technology.
J415: Science and Environmental Journalism
Instruction and practice in strategies for communicating science to the public. Emphases include:
1) how to explain difficult concepts and processes; 2) skills for telling interesting and artful
stories, and 3) strategies for making reasonable judgments about scientific evidence. Students
will focus on producing products useful for mass media channels, from newspapers to the web.
The skills acquired in this course are relevant to practitioners in journalism, public relations and
informal education settings such as science museums.
J417: Magazines and Magazine Editing
Students study the modern magazine industry as they produce professional quality magazine
articles for the class Internet magazine, The class draws on a broad range of communication
skills—critical thinking, writing, editing, interpersonal and managerial skills, design and
computer layout, and HTML.
J419: Electronic News for Web and Broadcast
Students develop professional skills essential for competence in electronic news writing, editing
and production for the web and for broadcast. They study issues and problems in electronic
news, learn interviewing, use of electronic equipment and presentation, and combine their
knowledge of concepts and skills to produce professional quality webcasts. During the course
students work in a variety of roles—reporter, editor, producer and website manager.
J445: Developing Creative Messages for Media
Introduction to the creative aspects of message development for advertising, public relations and
other strategic communication. Course focuses on: 1) basics of “concepting”—the strategic
thinking that underlies developing creative messages, 2) creative writing techniques and general
development of writing ability, 3) visualization methods and their application to message
creation, 4) integration of copy and visual elements into fully realized creative messages, 5)
application of class concepts in manual and computer-assisted message design.
J447: Strategic Media Planning
Introduction to media planning for students interested in careers in advertising, public relations,
or other forms of strategic communication. Course focuses on: 1) challenges facing strategic
communicators, especially media specialists, in an “era of choice,” 2) basic concepts involved in
buying, planning and placing stories in traditional and “new” media, 3) data sources used in the
process of strategic media analysis, 4) basic elements of a strategic media plan involving
advertising and public relations, 5) tactical and strategic concerns in devising a media plan, 6)
use of media planning software to aid in development of strategic media plans.
J449: Account Planning (Research and Strategy for Strategic Campaigns)
Introduction to account planning, for students interested in a career in strategy planning or
account management in the fields of advertising, public relations, or marketing
communications. In the course, students conduct real secondary and primary research for a real
client; then, they develop an overall strategy that is then used to guide creative and media plan
development. This is a “must have” course for students who want to better understand how to
segment target audiences, uncover insights, translate insights in to positioning, and develop
message strategy. Both qualitative and quantitative research tools are used.
J475: Strategic Communications Campaigns Capstone
Usually offered in the Spring semester each year, the Strategic Communications Campaigns
capstone is designed to provide students with a real-world experience as they develop a strategic
communications campaign for a real client. Each year, the client provides a case study that
outlines a real business problem that the students need to solve, using research, strategy and real
communications tools—marketing, advertising, public relations, creative, and media.
J475: Special Topics in Advanced Concepts and Skills
Exploration of a particular set of concepts and skills in more depth. A special topics course may
choose to focus on a particular issue, for example, a current public affairs topic or critical
thinking strategies, or on an applied communication problem, such as designing a competitive
strategic information campaign or producing a journalistic product. Subject varies.
J475: Public Relations Strategies
This course explores public relations strategic management and planning, as part of an integrated
strategic communications plan. Students will learn and explore a variety of PR programs in the
class, including: organizational PR (crisis communications, financial relations, reputation
management, communication and government relations), media (media relations, spokesperson
training), digital PR (social media), and word-of-mouth/viral marketing. Includes exploration of
PR ethics and PR industry regulations and organizational structures. Students will write key
public relations communication pieces throughout the semester, and also develop a PR plan for a
real client.
J475: Digital Media Strategies
Interactive Media Strategies explores a variety of digital and interactive mediums, ranging from
online advertising, streaming and audio and video, social media/digital PR, SEM/SEO, gaming,
and digital out of home. Students will also explore issues related to digital ethics and privacy.
Students develop strategic plan to guide the development of an integrated interactive media plan
for a real client.
J515: Public Information Campaigns and Programs
(Crosslisted with LSC Com and Fam Com)
Design, production and evaluation of communication programs aimed at informing and
educating publics about agriculture, environment, science, health and human ecology issues.
J544: Introduction to Survey Research
(Crosslisted with Soc, Poli Sci, and Urb R Pl)
Theory and practice of survey research; planning, sampling, questionnaire construction,
interviewing, content analysis, machine tabulation, analysis of data; two hours lecture; two hours
lab or field work.
J558: Public, Community, and Alternative Media
(Crosslisted with Comm Arts)
Examination of media outside the dominant commercial model, especially local and alternative
practices, and their cultural role.
J559: Law of Mass Communication
Freedom of speech and press with particular emphasis on major legal issues confronting media
practitioners; introduction to such areas of law as censorship, libel, invasion of privacy, access to
information, regulation of electronic media and commercial speech.
J560: History of Mass Communication
This course reviews significant changes in the American news media and the role of the press in
important periods in U.S. History. Attention is also given to the evolution of modern advertising
and public relations.
J561: Mass Communication and Society
Examines major social transitions in America and their interaction with the communications
system: the rise of an early democratic society in the Republican period; the growth of
association in the 19th Century and the industrial transformations of the newspaper and
telegraph; the rise of mass society in the early to mid–20th Century, and growth of a postindustrial network society from the late 20th Century to the present. For each period we look at
the effect that the communication system has had on community, society, and democracy. This
course requires significant reading (100 pages or more per week) and is writing intensive,
requiring weekly responses and includes an introduction to framing arguments in research.
Honors section taught by professor.
J565: Effects of Mass Communication
Use and effects of mass communication for individuals and societies. Course examines who is
affected, what effects occur and how much, what different media content is involved and what
situations make effects more or less likely.
J570: History of Books and Printing
(Crosslisted with LIS and History)
History of print culture in the Western World from the invention of moveable type in 15th
century Europe to 1900, and in the U.S. from colonial times to the present. Emphasis on print’s
influence on social intellectual and cultural life.
J601: Undergraduate Colloquium in Professional Careers
Weekly colloquium on current issues and career options in journalism & mass communication,
featuring professional speakers from academia, industry, government, and the non-profit sector.
J614 Communication and Public Opinion
Theories and assumptions surrounding public opinion formation and change; measurement and
reporting of public opinion trends; public reactions to polling, news information and marketing
communications; analysis of public opinion data.
J616 Mass Media and Youth
Children’s and adolescents’ use of mass media and mass media effects on them. Particular
attention is given to changes in comprehension and other cognitive activities that give insights
into media and effects.
J617 Health Communication in the Information Age
Classic and contemporary health communication theories and applications, drawing also from
other disciplines (e.g., psychology, marketing, public policy, sociology, etc.) that apply to health
communication settings.
J618 Mass Communication and Political Behavior
Interrelationships of news media, political campaigning and the electorate. Considers the impact
of media coverage and persuasive appeals on image and issue voting, political participation and
socialization.
J620 International Communication
Theoretical, practical and ethical issues related to historical and contemporary contexts of
international communication.
J621 Mass Communication in Developing Nations
Development, structure, and role of mass communication systems in Africa, Asia, and Latin
America.
J646 Mass Media and the Consumer
The relationship between the citizen/consumer and the mass media, with particular attention to
the role of advertising. Considers both the positive and negative aspects of the mediaadvertising-consumer relationships.
J658 Communication Research Methods
Survey of methods for investigating mass communication process and effects. Provides a
framework for evaluating communication research and some hands-on experience in the process
of conducting empirical investigations.
J662 Mass Media and Minorities
Representations of minority groups in U.S. news and entertainment mass media. Historical,
social, political, economic, and other factors influencing the mass mediated depictions of
minorities.
J666 Professional Responsibility in Mass Communication
Explores concept of “professionalism” in journalism and strategic communication, with
emphasis on societal expectations for media and ethical systems. Applies theory to specific
cases.
J669 Literary Aspects of Journalism
Critical reading of reporting and writing, including in-depth reporting, extended writings by
journalists.
J670: Technology for Social Change
The course is an upper-level undergraduate/graduate service learning course that integrates the
study of the social impact of new communication technologies into community engagement
practices. The course will illuminate social, political, psychological, and policy implications of
the adoption and use of new and emerging technologies and provide an educational opportunity
to apply the knowledge and skills obtained from the class to a local, community-based
collaborative project (i.e. integrated social media campaign) that aims to strengthen the
community. This collaborative project is a hands-on experiment that demonstrates how to use
new communication technologies for social change.
J675 Topics in Government and Mass Media
The meaning and intersection of law and ethics; pressures t o put legal sanction behind ethnical
standards; legal and ethnical questions in a variety of mass communication contexts.
J676 Special Topics: Colloquium in Professional Communication Careers.
This course explores the wide range of communication careers spanning the journalism and
strategic communications fields. Guest speakers offer their unique perspectives regarding
challenges and opportunities in advertising, news reporting, public relations, broadcast, radio,
marketing in the private and public sectors.
J676 Special Topics: Cyberspace, Hypermedia and Society
New media as product and process; the production of “cyberspace”; investigates the “new
information society” through theoretical discussions, geographical mappings, and historical case
studies.
J676 Special Topics: Digital Media Law and Ethics
Legal and ethical questions raised by digital media and their effects on society and individuals.
J676 Special Topics: The Future of News
The shift from print to digital consumption of news; new forms of multimedia that characterize
the new news universe; new audiences for news “reading.”
J676 Special Topics: Internet and Political Mobilization
Impact of new communication technologies on political mobilization; empirical observations of
digital divides, social networks, public opinion, political knowledge, deliberation, the public
sphere, political campaigns, government and community.
J676 Special Topics: New Media and Society
This class examines the history and social influence of new media in society. The lectures and
class discussions are organized around such broad themes as new media and their likely impact
on nationalism, democracy, history, values, privacy, and manyother issues.
J676 Special Topics: Video Games and Mass Communication
Video games and social, economic and cultural artifact; controversies over their contributions to
violence and stereotyping, lawlessness and addiction, as well as their potential for enhancing
education, community-building and artistic production.
Resources for those in the Bachelor of Journalism field
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Association for Education in Journalism and Mass Communication
National Association of Hispanic Journalists
The Online News Association
Department of Multimedia Production offers courses in the following areas of study:
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- Digital Imaging and Photography
- Typography, Layout and Electronic Pre-Press
- Video Production and Sound Design
- Animation and Visual Effects
- Interactive media Design
- Web Design
- Electronic Photojournalism
- Intellectual Property and Digital Rights Management
- Project Management in Multimedia