MMC 2604 Fall Semester, 2006
Dr. Michael Weigold
Office: 2018 Weimer Hall; Office Hours: 4th period, Monday -- Thursday
Office phones: 392-8199 Email: mweigold@jou.ufl.edu
Course Overview
This course examines the roles and effects of contemporary mass media on modern societies.
More specifically, we consider the rights, responsibilities and ethics of the media, explore the relationships between governments, audiences, and media companies, and review the economic, political and social determinants of media content.
Objectives
1. To introduce students to the important concepts and ideas about modern mass media.
2. To encourage critical thinking about the roles and effects of media institutions on modern life.
3. To investigate advertising and public relations as media support industries and evaluate their impact on social attitudes and behavior.
4. To analyze collective effects and issues of the media in areas such as ownership, news gathering, social and political institutions, law, ethics and media globalization.
Textbook
Vivian, John. The media of mass communication (8 th edition). Boston: Pearson/A&B.
Requirements / Grading
Grades are determined by considering point totals from two sources:
1.
Three examinations. The questions on these tests will be drawn from the readings and lectures.
The exams will be 50 multiple-choice questions.
2.
Six quizzes. Each quiz is worth 10 points. Quizzes are based on lecture material and are not announced in advance. The lowest quiz score is dropped.
3.
Extra credit project. Students may wish to do a mass media extra credit project. Details on this project are presented below.
The exams are all worth 150 points. The quizzes are worth 50 points. Earning 90% of the points available (i.e., 180 points) will earn an A, 160 points a B, 140 points a C, and 120 points a D.
Opportunities for extra credit through participation in research studies may be available.
Critical Dates
Exam No. 1:
Exam No. 2:
Exam No. 3:
Oct.
Nov.
3
7
Dec. 11
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Course Outline / Reading Assignments
Week 1. Mass media literacy.
Reading: Chapter 1.
Week 2. Books and newspapers
Reading: Chapters 2 & 3.
Week 3. Magazines & sound recordings.
Reading: Chapters 4 & 5.
Week 4. Movies and radio.
Reading: Chapters 6 & 7.
Week 5. Television and Internet.
Reading: Chapters 8 & 9.
Week 6. News.
Reading: Chapter 10.
Week 7. Public relations and advertising.
Reading: Chapter 11 & 12.
Week 8. Entertainment.
Reading: Chapter 13.
Week 9. Media research.
Reading: Chapter 14.
Week 10. Mass communication
Reading: Chapter 15.
Week 11. Mass media effects
Reading: Chapter 16.
Week 12. Mass media and society
Reading: Chapter 17.
Week 13. Global mass media
Reading: Chapter 18
Week 14. Mass media and governance.
Reading: Chapter 19.
Week 15. Mass media law.
Reading: Chapter 20.
Week 16. Ethics and mass media.
Reading: Chapter 21.
Appropriate classroom decorum:
Each student in the class is expected to participate in a responsible and mature manner that enhances the educational process. Conduct that, in my judgment, disrupts the learning process will lead to disciplinary action.
Academic Honesty:
Academic Honesty: The University of Florida statement regarding academic honesty reads: “On my honor, I have neither given or received unauthorized aid on my work.” Academic dishonesty includes, but is not limited to, the giving or taking of any information or material of academic work considered in the determination of the course grade. “Giving information includes but is not limited to allowing other students to use or copy class work or answers to exam questions either while the exam is being given or after having taken the exam. Further, the taking of information includes, but is not limited to, copying from the answers provided in the book or ancillary materials, copying from another student’s paper during an examination, working with someone else or using information already written in books or lab manual assignments, asking anyone, students or not to review and/or correct assignments. Students found in violation of this policy will be referred to the appropriate program administration for appropriate action according to the student judicial process.
Students with Special Needs:
Students requesting classroom accommodation must first register with the Dean of Students Office. The Dean of
Students Office will provide documentation to the student who must then provide this documentation to the
Instructor when requesting accommodation.
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Extra credit projects can be completed by students if they choose. Students may do only one extra credit project. Extra credit projects can be completed for up to 20 points. Point totals are determined by quality of the project. All projects must be approved in advance by the teaching assistant. For the project students must choose one of the following media:
Blog
Advertisement
Web site Podcast Magazine feature
Video or flash documentary Other approved format
Requirements:
The project must be new and all work must be original and unrelated to work done for other classes, for work, or for personal pleasure or profit. Projects must follow from a written proposal submitted to and approved by the MMC 2604 teaching assistant. Projects must be oriented toward some facet of student life and must be of relevance student concerns and interests. In general, projects that are of interest to more students will be scored higher than those of interest to fewer students. All projects must be submitted in digital format to the teaching assistant. Please note: Any plagiarism or attempt to present work as original that is in fact a derivative or copy of another’s work will result in a deduction of 50 points from the student’s grade. In addition, no extra credit will be offered.
Examples:
Write a blog. Blogs are easy to set up (see http://www.blogger.com/start ). Your challenge is to develop an interesting blog, gain a loyal audience. Evidence that others have linked to your blog will count in favor of your effectiveness. In general, your blog must have roughly 3 entries per week to qualify for extra credit.
Develop a Website. Websites are also easy to set up. You can develop one for free here: http://pages.google.com
Develop a podcast. Directions are here: http://radio.about.com/od/podcastin1/a/aa030805a.htm
Do a magazine feature. For this project two students may work as a team for extra credit. One student will receive credit for the content of the article, and one will receive credit for the layout and design of the article.
Do an advertisement. The ad must be for a real client, who should be named in your proposal.
Video or flash documentaries are also ok for teams of two students. Both students will receive equal credit.
In general, points are awarded on the basis of how effectively you design your project, how interesting the project is, how relevant to student life and mass media, and the “worthiness” of the topic. Example: a podcast featuring an interview with a local newsperson would get fewer points than one featuring a newsperson from a large regional market (Orlando, Atlanta) and these would get fewer points than one featuring an interview with a national figure (Katie Couric). The TA for the course will try to give you an idea about how many points your project is likely to get you if it is executed properly.
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