COMMUNICATION 123:
MEDIA’S PAST AND DIGITAL FUTURE
Fall 2011
Professor: (Bryan) Ming Wang
Office: 202 MTC
Email: bryanmingwang@gmail.com (or wangm@wmpenn.edu)
Work Phone: (641) 673-2106
Office Hrs: MW 2:15-3:15 P.M. or by appointment
Class Time: Monday, Wednesday, and Friday 8:15-9:05 a.m.
Location: 103 MTC
Course Web site: http://www.bryanmingwang.com/teaching/comm123
COURSE DESCRIPTIONS
This is an introductory course to mass media for students interested in deepening their understanding of the
historical background, current development, and future outlook of mass communication. This course pays close
attention to the present-day challenges and criticisms that the media industry faces, in order to prepare students for
the future of the media industry. The goal of this course is to help students become critical media consumers. The
first half of the course focuses on media channels (print, electronic, and digital) and the second half on media
professions (journalism, advertising, and public relations). Through both lectures and discussions, both readings and
videos, and both offline and online experiences, this course guides students in scrutinizing the media-saturated
society.
On the practical level, this course also helps students improve their communication skills, both oral and written,
through a set of carefully designed assignments.
Course Objectives
This course aims to help students:
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Grasp key concepts in mass communication;
Become critical consumers of mass media;
Incorporate new media into the learning process;
Improve oral and written communication skills;
Develop critical reasoning skills.
Course Materials
There are no required textbooks for this course. Any introductory textbooks on mass communication/media will
help students gain a deeper understanding should they desire more information on certain topics. Here are two
recommended ones.
Dominick, Joseph. 2011. Dynamics of Mass Communication: Media in Transition (11th Ed.). McGraw-Hill Higher
Education. ISBN: 13 978-0-07-337888-6
Baran, Stanley J. 2012. Introduction to Mass Communication: Media Literacy and Culture (7th Ed.). McGraw-Hill
Higher Education. ISBN: 13 978-0-07-352615-7
Students can also consult the instructor for more resources if they hope to delve deeper into a certain topic.
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There is a set of required reading materials for this class, which will be distributed at the beginning of the semester.
These articles are either classic pieces or latest reflections. They are also available for download on the course Web
site.
Electronic Resources
As a mass communication course, COMM 123 utilizes many new media technologies to not only free the class
from the traditional confines of the learning environment but also to expose students to some of the recent tools that
can facilitate learning.
1. Class Web site (http://www.bryanmingwang.com/teaching/comm123). You can download lecture
slides, readings, handouts, assignment instructions, and sample exam questions on this site as the
semester moves on. You can also submit anonymous comments to me about anything pertaining to this
course on this site. Lecture slides will be posted on this site the night before the class and key terms for
review will be posted here right after each class. It is suggested that you bookmark this page and check
before each class for new materials.
2. News blog. The instructor and the students can post questions and news articles germane to the topics
covered in this class. This is a way to introduce the students to how blogs work.
COURSE REQUIREMENTS
Written Essay Assignments (110’)
During the course of the semester, you will write two 1000-word (four-page) persuasive essays on a list of topics
provided to you. For each essay, you will first produce a rough draft (20’). You will exchange these drafts with one
another and provide constructive written peer reviews (5’) in the following week. Then you will have another week
to revise your drafts, incorporating the comments provided by both the instructor and your peers, and turn in the
final copy of the essay (30’).
You are provided with three topics to choose from for the first essay assignment and two topics for the second
assignment. If you want to write some other topic, you need to seek and gain approval from the instructor.
See page 7 of this syllabus for detailed information about the essay assignments. More resources will be posted later
on the class Web site.
Oral Assignments (20’)
During the course of this class, you will work on two oral assignments: a 3-minute in-class oral presentation on the
assigned reading (10’) and a 5-minute one-on-one discussion session on a randomly selected article with the
instructor (10’).
1. Oral Presentation: You will select one week to make a 3-minute oral presentation on the assigned
readings for that week. You will spend one minute summarizing the article and two minutes presenting
your response to the article. You will need to have a clear argument and provide supporting evidence to
convince the audience of your claim. See page 5 for more details. Additional resources will be posted on
the course Web site.
2. Oral Discussion: Two weeks prior to the oral test session, you will be provided with six short pieces of
reading materials. At the test, you will randomly select an article from the list, spend one minute
organizing your thoughts, and then present your response to the article for one minute. Your response
should include a claim, reasons, and evidence. After you have laid out your arguments, you will then
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engage in a three-minute one-on-one discussion with the instructor to answer any questions he may have.
You will be graded on the quality of your arguments, your spontaneous responses to questions, and your
etiquette in engaging in civil discussions. See page 6 for detailed information about this assignment. More
resources will be posted on the class Web site.
Exams (60’)
There are two closed-book, written exams for this course and each is worth 30 points toward the final grade. Each
exam covers approximately half of the class; the final exam is not cumulative. Any information presented in the
readings, lectures, or discussions may appear on the exams.
Each exam consists of three sections: term definition, multiple choices, and reading comprehension.
Term definition (10’): You will need to explain five core concepts discussed in class. For each term, first define it
and then explain its significance. All of the questions will come from the Key Terms posted on the course Web site
after each class.
Multiple-choice questions (10’): You will choose the most appropriate answer out of five options for each of the 10
questions.
Reading comprehension (10’): You will read a short passage and answer a series of questions related to the
information presented in this passage. The questions can take a variety of formats, such as blank-filling, multiplechoice, and short-answer questions.
Class Participation (10’)
The class participation grade takes into consideration your attendances, engagement with the course materials in
class, and participation in discussions.
COURSE GRADING
Grades will be based on performance of the following exams and assignments:
Points:
Date:
Draft
Peer Review
Final
20
5
30
Sept. 23
Sept. 28
Oct. 7
Draft
Peer Review
Final
Midterm Exam
Oral Discussion
Final Exam
Oral Presentation
Class Participation
20
5
30
30
10
30
10
10
Nov. 18
Nov. 30
Dec. 9
Oct. 10
Dec. 9
Dec. 12-14
Varies
Semester-long
Essay 1
Essay 2
TOTAL
200
Grades will be based on the following percentage distribution:
93 to 100 = A
83 to 88 = B
71 to 78 = C
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Below 61 = F
89 to 92 = AB
79 to 82 = BC
61 to 70 = D
Extra Credits
Additional extra-credit opportunities may be announced during the semester. Students can participate in a
maximum of five additional extra credit opportunities worth one point each. If you choose not to participate, your
grade will not be affected adversely.
COURSE POLICIES
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Students must notify the professor within the first two weeks of class of any specific days that they will
miss class for religious observance.
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All assignments must be turned in on time. Essays are due at the beginning of the classes. Late
assignments can be graded, but will be penalized for a lower letter grade after each 24-hour period since
the deadline till the assignment reaches an F.
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If a student cannot complete an assignment or take an exam at the scheduled time, arrangements must be
made in advance with the instructor. Failure to do so will result in the reduction of one grade level (at a
minimum) from the earned score. Exemptions may be made for unusual circumstances.
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Permission for a student to receive an incomplete grade (I) is at the discretion of the instructor and must be
accompanied by a written contract for completion of course requirements. Failure to take exams, complete
assignments, or attend class is not acceptable reasons for an incomplete.
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This class will follow university guidelines concerning scholastic misconduct and grievance procedures.
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No plagiarism is allowed on any assignments in this class. If a student is found to conduct plagiarism,
he or she will receive an F on that assignment as the minimum penalty and will be faced with additional
charges applied by the university. This applies to both written and oral assignments. Remember, cite your
sources when you present ideas that are not your own. Also, do not copy large amounts of
information (complete sentences or paragraphs) verbatim even when the materials do not make a
claim.
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Cheating is similarly not allowed. If a student is found to cheat on exams, he or she will receive an F on
that exam as the minimum penalty, and will be faced with additional charges applied by the university.
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William Penn University is committed to creating a dynamic, diverse and welcoming learning environment
for all students and has a non-discrimination policy that reflects this philosophy. Disrespectful behaviors or
comments addressed towards any group or individual, regardless of race/ethnicity, sexuality, gender,
religion, ability, or any other difference is deemed unacceptable in this class, and will be addressed
publicly by the professor.
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GUIDELINES FOR ORAL AND WRITTEN ASSIGNMENTS
Oral Presentation (10’)
Instructions
You will select one week to make a 3-minute oral presentation on the assigned reading(s) for that week.
You should devote the first part of your presentation (1 minute) to identifying the main arguments of the reading(s),
outlining the claims, reasons, and evidence. You need to provide an accurate summary of the article(s).
Then you should present your reactions to the reading(s) (2 minutes). You need to make a clear claim in response to
the one(s) presented in the article(s), provide your reasons and supporting evidence to convince the audience of your
argument. Conclude with a strong restatement of your claim.
You are not allowed to use notes, index cards, or any other written materials during the presentation. This is to
prevent you from relying too much on your notes. Chances are that you will look at your notes more than necessary
if they are right in front of you, which impedes your communication with your audience. The key to success is to
PRACTICE, PRACTICE, and PRACTICE. Rehearse your presentation in front of a mirror, with a voice recorder, or
with a friend. Memorize the key points or outline and let words flow out spontaneously and conversationally.
Before your presentation starts, you will submit a one-page written outline of your speech to the instructor (1’).
This is another way to help you organize your thoughts before the presentation. Note that you are not allowed to
look at this outline during your presentation, as is stated in the previous paragraph.
Your presentation will be recorded on a digital video camera. After the class, your instructor will email the video to
you. You need to view your performance and email your instructor a 100-word written critique that addresses at
least one aspect that you have done well and one aspect that you can improve (2’).
Helpful tips for making an effective speech are provided in Lucas (1998). You are strongly encouraged to read this
piece beforehand. Guidelines on how to organize a claim, reasons, and evidence to present an argument are provided
in Booth et al. (2008): Chapter 8 and Chapter 9. Additional resources will be posted on the course Web site.
Evaluation Criteria for Your Presentation
Your speech is graded for both content and delivery.
Content (4’)
 Do you accurately capture what the article author was saying?
 Is your own claim clear?
 Is your evidence for your claim convincing?
Delivery (3’)
 Have you kept to the time specified?
 Do you project enough for everyone to hear you?
 Does your inflection and emphasis help convey your meaning (as in normal conversation)?
 Are you, like, avoiding the use of slang and, basically, all those crutch phrases like "like" and "basically"?
 Do you seem to be enjoying yourself (even if you aren't)?
(These guidelines are adapted from the grading rubrics used in J201: Introduction to Mass Communication at the
University of Wisconsin-Madison.)
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Oral Discussion (10’)
Two weeks prior to the oral test session, you will be provided with six short articles on topics related to this course.
You can research the topics and prepare your responses to the materials. When you prepare, identify and respond to
the core claims, reasons, and evidence presented in the articles. You should also prepare your own claims, reasons,
and evidence in your responses.
On Dec. 9, you will come to class at designated times. At the test, you will randomly select an article from the list
of six. You will have one minute to organize your thoughts. You will not be allowed to bring your own notes into
the testing room, but you may write your thoughts down on the paper provided at this time.
Then you will present your arguments (claim, reasons, and evidence) in response to the article for about one minute
(it has to be more than 30 seconds) to the instructor. After you have laid out your arguments, you will then engage
in a three-minute one-on-one discussion with the instructor to answer any questions he may have.
The whole test should last about five minutes.
You will be graded on the quality of your arguments (3’), your spontaneous responses to the questions (5’),
and your etiquette in engaging in civil, intellectual discussions (2’).
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Written Assignments
During the course of this class, you will write two 1000-word (four-page, double-spaced) persuasive essays, each
tied to the class readings and each requiring some outside investigation. Even though these papers are short, they
should still each have the three basic components of an academic essay:
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An introduction that clearly states a thesis (and please underline that thesis).
A body that develops the thesis, with one argument per paragraph, and several points of evidence
supporting each argument.
A conclusion that not only restates the thesis, but leaves the reader with something more, such as
speculation on the broader implications of the thesis.
In making your argument, you must use at least two authoritative articles. Wikipedia entries and random blog
posts do not count as “authoritative articles.” An “authoritative article” may come from your reader, from the
optional readings listed on this web site, and/or from an outside source that you find through the library. Articles in
peer-reviewed academic journals or chapters from academic books are nearly always acceptable; longer, analytical
articles from well-established newspapers or news magazines are usually acceptable as well.
Your paper should start out with a clear thesis — the overall claim of your paper that is supported by reasons and
evidence set forth in the rest of the paper. For example:
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Introduction paragraph includes a thesis along these lines: "The Internet erodes social capital [claim]
because of A, B, and C [reasons]."
Paragraph two explains and supports reason A using evidence A1, A2, A3.
Paragraph three explains and supports reason B using evidence B1, B2, B3.
Paragraph four explains and supports reason C using evidence C1, C2, C3.
Paragraph five raises a counter-claim that might undermine your thesis, and addresses that counter-claim.
[optional]
Concluding paragraph restates your thesis and a summary of your reasons, suggesting broader implications
that follow from the thesis.
Please note that this paper cannot rest simply on your opinions. In defending your claim and reasons, you must
draw explanations and evidence from the authoritative articles you use.
For each assignment, first you write a rough draft. Then you receive feedback from your instructor and peers. Only
after this feedback do you write a final draft.
Essay 1 Topics
For this assignment, you will pick a claim from the following list and write a four-page, 1000-word persuasive
essay.
1. “The Internet erodes social capital.” or “The Internet enhances social capital.”
2. “The Long Tail Theory is flawed.”
3. “Tablets will replace newspapers soon.” Or “Tablets will not replace newspapers soon.”
Essay 2 Topics
For this assignment, you will pick either of the following two projects and write a four-page, 1000-word persuasive
analytical essay.
1. Quality Journalism
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Pick any current news event you like and analyze how it is covered by two different media outlets. You can examine
how the same news event is covered in two different daily newspapers, two different weekly newsmagazines, or two
different news Web sites. Make sure that the two outlets are similar in scale.
Be aware that an important news event is rarely confined to a single news story in a certain news outlet. You are
encouraged to examine a series of articles published on the same event in each outlet. On the other hand, for some
big topics, such as a war or a presidential election, you may need to narrow down to a small angle so that you do not
lose focus in your paper.
Do not analyze opinion pieces (OP-ED or opinion columns) or stories from news wire services (such as the
Associated Press, the Reuters). Also be aware that news aggregators (such as Google News) are not original news
sources or publishers, and therefore do not count as media outlets for this assignment.
In essence, your paper should address the following questions:
What is the news story? Which outlet covers the story better? [Your Claim]
Why do you think so in light of what criteria? [Your Reasons]
How do the two outlets cover the story? [Your Evidence]
2. Effective Advertising
Pick any advertisement you like and analyze the effectiveness of that advertisement, paying particular attention to its
target, creative elements, and media vehicle.
In essence, your paper should address the following questions:
What is the advertisement about and where was it placed? What is its intended function? [Your Claim]
Why do you think it is effective? [Your Reasons]
What elements in the ad prove that it is effective? [Your Evidence]
Attached a copy of your ad when you turn in your draft.
You are strongly encouraged to analyze print ads. If you do want to examine commercials, you need to seek and
gain approval from the instructor.
Formatting Guidelines
When you print your paper for submission, make sure to follow these guidelines:
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Underline your thesis statement and clearly label the claim, reasons, and evidence.
Provide a one-page outline of the essay.
Use one-inch margins on all sides.
Double-space all text.
Indent all paragraphs; no extra blank lines between paragraphs.
Use 12-point Times, Times Roman, or Times New Roman font.
Number your pages.
Put your name on the first page.
Turn in the list of references with each draft.
Staple all pages (no paperclips or corner folds).
Proofread your paper!
Evaluation Criteria
The grading sheet for the written essays covers the following criteria:
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1. Following instructions. Does your paper follow the instructions of the assignment? Was it turned in on time?
Does it conform to our formatting guidelines?
2. Grammar and style. Do you avoid grammatical, spelling, and usage errors? Do you have any run-on sentences
or non-sentences? Are your sentences clear and concise?
3. Thesis and structure. Does your introduction contain a clear thesis (underlined)? Does your conclusion end with
a compelling idea? Do arguments and examples build logically in between, following your outline?
4. Use of sources. Does your paper demonstrate that you understand the examples and arguments from the articles
you use? Does your thesis deal with the central arguments rather than peripheral issues?
5. Arguments and evidence. Do you support your thesis with compelling evidence and arguments?
6. Creativity and difficulty. Finally, I appreciate papers that find exemplary outside sources, represent an unusual
challenge, take on a unique case, or come up with a creative point of view.
Peer Reviews
You will produce a one-page, double-spaced written review of each paper you are assigned.
Each review should include at least two things the author has done well and two things the author still needs to work
on.
Please be aware that these peer reviews are not anonymous.
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COURSE SCHEDULE
Part I: Media Channels
Week 1
08/24 Introduction
Readings: Lucas, Stephen E.. “Delivery.” The Art of Public Speaking. McGraw-Hill. 1998.
292-309.
08/26 What is Mass Communication
Week 2
08/29 Media Effects I
08/31 Media Effects II
09/02 Discussions: Media and Civic Engagement
Reading: Putnam, Robert. “Technology and Mass Media.” Bowling Alone: The Collapse and
Revival of American Community. Simon & Schuster. 2000. 216-46.
Week 3
09/05 Labor Day: No Class
09/07 Media Marketplace and Monopolies
09/09 Discussions: Media Economics
Reading: Anderson, Chris. “The Long Tail.” Wired 12:10. December 2005.
Week 4
09/12 Print Media: Books, Newspapers, and Magazines
09/14 Essay 1 Writing Workshop
Readings: Booth, Wayne C., Gregory F. Colomb, and Joseph M. Williams. “Claims.” The
Craft of Research. 3rd ed. University of Chicago Press. 2008. 127-37.
Booth, Wayne C., Gregory F. Colomb, and Joseph M. Williams. “Reasons and
Evidence.” The Craft of Research. 3rd ed. University of Chicago Press. 2008.
138-151.
09/16 Discussions: Challenges of Tablets
Readings: Becker, Gary. “Are e-Readers the Beginning of the End for Books?” The BeckerPosner Blog. February 2, 2010.
Doctor, Ken. “The Newsonomics of Tablets Replacing Newspapers.” Nieman
Journalism Lab. January, 2011.
Week 5
09/19 Electronic Media: Recording, Radio, and TV I
09/21 Electronic Media: Recording, Radio, and TV II
09/23 Video: Digital Nation
Rough Draft of Essay 1 Due
Week 6
09/26 Digital Convergence
09/28 Social Media I
Peer Review of Essay 1 Due
09/30 Discussions: Impact of the Internet
Reading: Ogan, Christine, and Randal A. Beam. “Internet Challenges for Media
Businesses.” The Internet and American Business. Ed. William Aspray and
Paul E. Ceruzzi. Cambridge, MA: The MIT Press. 2008. 279-314.
Week 7
10/03 Social Media II
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10/05
10/07
Mobile Media
Midterm Exam Review Session
Final Copy of Essay 1 Due
Week 8
10/10 Midterm Exam
10/12 Midterm Results Review Session; Essay I Evaluations
10/14 Fall Break: No Class
Part II: Media Professions
Week 9
10/17 Essentials of Journalism
10/19 News Value and Quality Journalism
10/21 Discussions: Objectivity
Readings: Cunningham, Brent. “Rethinking Objectivity.” Columbia Journalism Review
July/August. 2003: 24-32.
Paul, Richard and Linda Elder. “Steps in Becoming a Critical Consumer of the
‘News’.” How to Detect Media Bias and Propaganda in National and World
News. The Foundation for Critical Thinking. 2006. 17-22.
Week 10
10/24 Changing Patterns of News Consumption
10/26 Local TV News
10/28 Discussions: Hard News, Soft News, and Entertainment
Reading: O’Conor, Andrew. “Infotainment’s Appeals and Consequences.” NeoAmericanist
Spring/Summer. 2009.
Week 11
10/31 Challenges I: User-generated Content
11/02 Challenges II: Global Media
11/04 Essay 2 Writing Workshop
Week 12
11/07 Advertising Process
11/09 Targeting and Media Planning
11/11 Discussions: Lifestyle Marketing
Reading: Reichert, Tom. “Arousing Aspirations: Lifestyle Apparel and High-Fashion.” The
Erotic History of Advertising. Amherst, NY: Prometheus Books. 2003. 23151.
Week 13
11/14 Advertising Creatives
11/16 New Trends in Advertising
11/18 Video: The Persuaders
Rough Draft of Essay 2 Due
Week 14
11/21 Public Relations
11/23 Thanksgiving Break: No Class
11/25 Thanksgiving Break: No Class
Week 15
11/28 Corporate Lobbying
11/30 Public Diplomacy
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12/02
Peer Review of Essay 2 Due
Crisis Management
Reading: Goodman, Peter S.. “In Case of Emergency: What Not to Do.” New York Times
August 21, 2010.
Week 16
12/05 New Media and IMC
Reading: Edelman and StrategyOne. “The 8095 Exchange: Millennials, Their Actions
Surrounding Brands, and the Dynamics of Reverberation.” 2010.
12/07 Exam Review Session
12/09 Oral Discussion
Final Copy of Essay 2 Due
Week 17
12/12 -12/14 Final Exam
* I reserve the right to make any necessary adjustments to the terms specified in this syllabus.
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