JOUR 120 - Mass Media and Society
Description: Each of us is exposed to and affected by the mass media on a daily basis.
This course is designed to increase students' awareness of the various
media and media's impact on their daily beliefs, opinions, decisions, and
goals. As a result, students will become more media literate and astute
critics of media messages. 3 hrs./wk. Supplies: Refer to the instructor’s course syllabus for details about any supplies that may be required. Prerequisites: NONE Textbook(s): For information see - http://bookstore.jccc.net Course Fees: NONE Course Objectives: Upon successful completion of this course the student should be able to:
Content Outline & Competencies: I. Comprehend the role of Media in a Changing World
A. Recognize the necessity of becoming media literate
1. Appreciate the importance of media criticism in assessing media
effects on individuals.
2. Discover the various uses of media in career preparation.
B. Identify the various elements of communication as they apply to the
mass media.
1. Interpersonal communication
2. Mediated interpersonal communication
3. Convergence
4. Feedback
C. Examine the Patterns and Significance of Media Ownership
1. Monopolies
2. Oligopolies
3. Entrepreneurial
4. Horizontal and vertical integration
D. Describe the relationship between the media and government
1. Private ownership
2. Government ownership/control
E. Recognize the Importance of Audience in Media Operations
1. Meaning
2. Economics
3. New technology
II. Media Impact: Understanding Research and Effects
A. Discuss significant studies in media research
B. Describe various theories of media influence and effects
1. Social learning
2. Individual differences
3. Cultivation
4. Agenda-setting
5. Uses and gratification
C. Describe the relationship between the media and popular culture
III. Media Law
A. Examine common controversies surrounding the interpretation of the
First Amendment
B. Describe the philosophies of First Amendment freedoms
C. Discuss the relevance of sedition laws in America and globally
D. Recognize the issues surrounding obscenity laws
1. Print media
2. Electronic media
3. New media
E. Explain the purpose of the Clear and Present Danger doctrine
F. Differentiate between print regulations and electronic media
regulations
1. Equal opportunity rule
2. The Fairness Doctrine
3. Ownership limitations
G. Describe the issues surrounding deregulation of the mass media
H. Differentiate between obscenity and indecency
I. Explain the relevance of national security and prior restraint
J. Examine current trends in media law
1. Globalization
2. Concentration of ownership
3. New technology issues
K. Describe today’s legal system and types of laws
1. Criminal law
2. Civil law
3. Constitutional law
4. Statutory law
5. Administrative law
6. Common law
L. Recognize the essential areas relating to protection of rights
1. Personal rights and privacy
a. Private facts
b. Intrusion
c. Appropriation
2. Defamation
a. Slander
b. Libel
M. Explain the primary defenses against libel and slander charges
1. Truth
2. Actual malice
3. Privilege
4. Fair Comment and Criticism
N. Discuss the importance of intellectual property rights
1. Copyright law
2. First-sale doctrine
3. The copyright sign
4. Fair use
5. Music and video clips
6. Trademarks
O. Identify the area of media law that helps news gatherers in their
jobs
1. Sunshine laws
2. Freedom of Information Act
3. Shield laws
P. Discuss the controversy surrounding censorship issues
1. Political speech
2. Artistic speech
3. Commercial speech
Q. Examine the issue of laws that conflict with the public’s right to
know
1. Free press/fair trial
2. Gag orders
3. Cameras in the courtroom
IV. Media Ethics
A. Explain the history of media ethics in our print and electronic
society
1. Penny press
2. Yellow press
3. Muckraking
4. Quiz show scandals
5. Blacklisting
B. Discuss issues relating to hoaxes and deceptions in the mass media
1. Janet Cook
2. Jayson Blair
3. The Digital Era
C. Explain the basic ethical orientations
1. Absolutist ethics
2. Situational ethics
D. Describe the philosophies of conflicting loyalties that influence
ethical decisions
1. Duty to self
2. Duty to one organization or firm
3. Duty to one’s profession or art
4. Duty to society
E. Examine media codes of ethics
1. In entertainment
2. In advertising
3. In the news media
F. Discuss personal controversies inherent in media ethics
1. Stereotyping
2. Conflicts of interests
3. Checkbook journalism
G. Describe issues relating to accountability in media ethics
1. Anonymity
2. Standards and practices
3. Citizens’ groups
V. Public Relations: The Image Industry
A. Describe how public relations is defined by the industry
1. Integrated marketing
2. Internal publics
3. External publics
B. Relate the history and growth of public relations in America
C. Describe public relations as a profession
1. Early days of Ivy Lee
2. Tactics used by Edward L. Bernays
3. Government use during wartime
D. Explain how public relations came of age in the postwar years
1. Diversity and the NAACP
2. Global expansion
E. Describe the birth of today’s public relations agency
1. Research for the client
2. Counseling and advising clients
3. Communication with internal and external publics
F. Explore the strategies used by the public relations industry
1. News management
2. Community relations
3. Crisis management
4. Lobbying
G. Discuss the tools used by public relations professionals
1. Press releases
2. Video news releases
3. Press kits
4. Special events
5. Corporate sponsorship
H. Describe ethical dilemmas in the public relations business
1. Spin
2. Whitewashing
3. Greenwashing
4. Accountability
VI. Advertising: The Media Support Industry
A. Describe early advertising practices in America
1. Handbills
2. Trade advertising
3. Consumer advertising
4. Display ads
B. Explain how the advertising industry developed during the Industrial
Revolution
1. Creation of mass demand
2. Diffusion of innovations
3. Birth of advertising agencies
4. Early industry control
C. Discuss the diversification of the industry
1. Target marketing
2. Globalization
D. Identify the types and functions of a modern advertising agency
1. In-house agencies
2. Boutique agencies
3. Full-service agencies
a. Account management
b. Research departments
c. Creative departments
d. Media departments
E. Discuss the rationale behind creating global “brands”
F. Identify the various types of media used in advertising
1. Newspapers
2. Broadcast outlets
3. Online
4. Direct mail
5. Magazines
6. Radio
7. Outdoor
G. Describe how advertisers determine objectives for a campaign
1. Name recognition and branding
2. Image advertising
3. Advocacy advertising
H. Examine the various U.S. government advertising regulators
1. Postal service
2. Food and drug administration
3. Federal trade commission
4. Securities and exchange commission
5. Federal communications commission
I. Describe controversies in the advertising industry.
1. Truth in advertising
2. Bait-and-switch advertising
3. Advertising directed at children and teens
J. Discuss advertiser influence on media content
1. Product placement
2. Influencing the news
VII. Books: The Durable Medium
A. Explain the early forms of books
1. Papyrus
2. Parchment
B. Examine books’ global contributions to the industry
C. Discuss the revolution/evolution of books
1. Encouraging literacy
2. Technological determinism
3. Colonial publishers
4. Development of libraries
D. Explain how the Industrial Revolution improved education through
books
E. Discuss the effects of the modern paperback book on society
1. Dime novels
2. Pulp novels
3. Marketing the paperback
4. Cultural impact of the paperback
a. Action-adventure novels
b. Romance novels
c. Trade paperbacks
F. Describe the development of book conglomeration and globalization
G. Examine newer forms of the book
1. Audiobooks
2. E-books
3. Trade books
4. Educational books
5. Reference books
6. Professional books
H. Identify the important “players” in the book publishing industry
1. Author
2. Editor
3. Publisher
4. Bookseller
5. Reader
I. Describe the controversies surrounding the book industry
1. Local censorship
2. Global censorship
VIII. Newspapers: Where Journalism Begins
A. Describe the development of early newspapers
1. Global publishing
2. American publishing
B. Examine the impact of the early American newspapers
1. Publick Occurrences
2. The Boston News-Letter
3. The Partisan press
4. The Federalist papers
C. Discuss early attempts at government control
1. Zenger case
2. Freedom of the press issues
D. Explain changes in the concept of news through newspapers
1. The editorial page
2. Hard news
3. Feature news
4. Ethnic press
a. Foreign-language press
b. Native American press
c. African American press
E. Discuss the various eras of newspaper development
1. The Penny Press
2. Yellow journalism
3. Investigative journalism
4. Jazz journalism
5. Tabloid journalism
F. Describe how newspapers adapt to modern times
1. In-depth coverage
2. Changing publication patterns
3. Online presence
G. Discuss the categories of today’s newspaper industry
1. Dailies
2. National dailies
3. Local dailies
4. Weeklies
5. Special interest newspapers
a. Organizational press
b. Alternative press
c. Ethnic press
H. Describe the makeup of a newspaper staff
1. Editorial staff
2. Business staff
3. Support services
a. Wire services
b. Feature syndicates
I. Discuss the trend of public/citizen journalism
J. Examine issues of controversy in the newspaper industry
1. Concentration of ownership
2. Need for diversity
IX. Magazines: The first of the specialized media
A. Describe the evolution of the magazine industry
1. Elite stage
2. Popular stage
3. Specialized stage
B. Explain how mass circulation of magazines began
1. Cultural magazines
2. Digests
3. Photojournalism and photo essays
4. Special interest
C. Discuss the types of magazines produced nationally and globally
1. Consumer
2. Trade
3. Public relations
4. Journals
5. Comic books
6. Webzines
D. Examine the makeup of a magazine staff
1. Publisher
2. Editorial
3. Advertising
4. Circulation
E. Discuss issues of controversy in the magazine industry
1. Impact of images
2. Truth and accuracy
3. Editorial independence
4. Marketing schemes
X. The News Industry: evolution of information as entertainment
A. Examine the early years of news coverage
1. Newsreels
2. Radio news
3. Press-radio war
4. Live reports
5. Audio recording
6. World War II
7. The postwar period
8. The all-news format
B. Assess the impact of television news on society
1. Mobile units
2. Sponsored newscasts
3. Film units
4. Murrow and the television documentary
5. Coverage of assassinations and civil unrest
a. John F. Kennedy
b. Martin Luther King
c. Robert Kennedy
6. Vietnam
C. Discuss the emergence of cable news
1. CNN
2. Fox News
D. Discuss the impact of online news on the television industry
1. Newspapers on the web
2. Bloggers
3. Personalized news services
E. Explain the concept of “news values”
1. Timeliness
2. Importance
3. Interest
F. Identify the personnel involved in the news coverage process
1. Anchors
2. Correspondents
3. Producers
4. Consultants
5. Technical specialists
6. Experts and pundits
7. The audience
G. Discuss controversies in news coverage
1. Opinion shaper
2. Political bias
3. Creeping bias
4. News as entertainment
XI. Movies: moving pictures
A. Describe early movie technology
1. Persistence of vision
2. Peep shows
3. Kinetograph
4. Kinteoscope
B. Discuss early business practices of the movie industry
1. Motion Picture Patents Company
a. Thomas Edison
b. Global partner
(1.) The United States
(2.) France
(3.) The move west
C. Explain the impact of the Star System of movie production
1. Block booking
2. Blind booking
D. Examine the importance of the global influence on the art of film
1. German expressionism
2. Soviet social realism
3. French surrealism
4. Italian neorealism
5. French new wave
E. Explain how the golden age of movies developed and moved the
industry forward
1. From silent films to talkies
2. Culture and color
3. African American films
4. The end of studio monopolies
F. Describe how movies were affected by the emergence of television
G. Examine how the movie industry has adapted to new media
1. Issue of movie downloading
2. Using digital technology in production and distribution
3. Using digital technology in today’s theaters
H. Examine the impact of globalization on the movie industry
1. Importing movies from around the world
a. Brazil
b. China
c. Japan
d. India
2. Exporting movies from America
I. Explain the three state of production of the movie business
1. Preproduction
2. Production
3. Postproduction
J. Discuss the differences in operation between the major studios and
independent studios
K. Explore the roles of professionals working in the movie industry
1. Producers
2. Director
3. Writer
4. Editor
5. Cinematographer
6. Star
L. Explain the various methods of movie distribution nationally and
internationally
1. Marketing windows
2. Domestic theatrical
3. Overseas theatrical
4. Home and mobile media
5. Television
M. Discuss the importance of using publicity and promotion tactics to
sell a move to the public
1. “Opening big”
2. Trailers and web sites
3. Posters, pull quotes and reviews
4. Tie-ins
5. Product placement
N. Describe the exhibition segment of the movie industry
1. The theater
2. The audience
O. Examine the controversies inherent in the movie industry
1. Effects of movie viewing
2. Distortions of reality
3. Violence
4. Stereotyping
5. Sexuality
P. Discuss the impact of censorship on the movie industry
Q. Describe today’s movie rating system and reasons for its
development
XII. Recordings and the music industry
A. Explain music’s history and early recording technology
1. The phonograph
2. Analog recording
3. The gramophone
4. Cylinders versus discs
B. Describe how new technology change the recording industry
1. Invention of radio
2. Technology of stereo and high fidelity
C. Discuss the emergence of music styles
1. Rock and roll
2. Country
3. Blues
4. Jazz
5. Pop
6. Hip-hop
7. Rap
D. Describe how format wars change the industry
1. Albums
2. Tapes
3. Compact discs
4. Mp3
E. Identify the major recording labels who became global giants in the
industry
F. Explain how independent record labels survive
G. Describe the roles of professionals in the recording industry
1. Artist and repertoire
2. Producers
3. Recording artists
4. Arrangers
5. Lyricists
H. Explain how royalties are paid out to professionals in the recording
industry
I. List ways recordings are promoted to audiences
1. Radio play
2. Store sales
3. Press coverage
4. Music videos
5. Online
J. Describe how recordings and music are distributed and sold
K. Examine issues of controversy relevant to the recording industry
1. Copyright battles
2. Format wars
3. Illegal downloading
L.Explain some of the effects song lyrics and recorded material have on
society
M. Discuss issues of censorship that have plagued the industry
1. Album labeling
2. Government criticism
3. Chain-store restrictions
4. Radio play restrictions
XIII. Radio: the aural medium
A. Explain the importance of the electromagnetic spectrum in the
development of radio
1. Hertz discovers radio waves
2. Marconi develops wireless telegraphy
3. Sarnoff has a vision
4. Fessenden adds voice to radio
5. Deforest develops the audion tube
6. Conrad as first commercial broadcaster
B. Discuss the rise of the radio networks in America
1. Impact of AT&T
2. Birth of RCA
3. Competition from CBS, Mutual, and ABC
C. Describe the issues surrounding government control of radio
1. Radio Act of 1912
2. Radio Act of 1927
3. Communications Act of 1934
4. Call letters for station identification
D. Describe the differences between AM and FM broadcasting transmission
E. Explain how radio reacted to the birth of television
1. Rise of FM
2. The transistor radio
3. Radio formats
F. Explain how digital technology changed the way people listen to
radio
G. Explain how today’s radio industry continues to evolve
1. Emerging dayparts
2. Talk/news formats
3. Format clock
4. Ratings
5. Satellite technology
6. Online listening
7. Mp3 technology
H. Describe how the radio industry is structured
1. Local stations
2. Group ownership
3. Program providers
I. Discuss the differences between commercial and noncommercial
broadcasting formats
J. Explain the differences between American radio and global radio
broadcasts
K. Describe the roles of professionals in the radio industry
1. On-air talent
2. Management positions
3. Sales positions
4. Administrative positions
L. Discuss issues of controversy in the radio industry
1. Payola
2. Illegal downloading
3. Talk radio
4. Homogenized programming
5. Shock radio
6. Hate radio
7. Ratings measurement
M. Describe how the nature of radio allows for greater diversity of
voices to be heard
XIV. Television: reflecting and affecting society
A. Describe television’s early technology which led to the development
of technical standards for the industry
1. Wartime freeze
2. Postwar development
3. Channel allocation
B. Discuss the rise of network television
1. NBC, ABC, CBS, Dumont
2. Station affiliates
C. Examine the era of Television’s golden age
D. Describe ways television changed family life
E. Explain how cable entered the television marketplace
F. Describe how television adapted to new technologies
1. VCR
2. Digital recordings
3. High definition television
4. Online television
G. Discuss how television both reflects and affects viewers unlike any
other medium through its delivery systems
1. Cable industry
2. Superstations
3. Premium cable
4. Public access channels
5. Satellite television
6. Networks
7. Local network-affiliated stations
8. Independent stations
H. Explain how program providers deliver content
1. Network programming
2. Syndication programming
3. Public television programming
I. Describe the differences between rating systems used to measure
audience viewing
1. Rating
2. Share
3. Nielsen results
a. People meter
b. Personal diaries
c. Sweeps months
J. Discuss issues of controversy in the television industry
1. Perpetuating violence and sex
2. Reinforcing stereotypes
3. Lack of educational programming
4. Excessive viewing
K. Discuss the parental advisory ratings assigned by a show’s producer
or the network
XV. The Internet: convergence in a networked world
A. Describe the history of the Internet and how the computer became a
medium of mass communication
1. Early days of the computer
2. Military roots
a. ARPANET, an early computer network
b. Transitioning to digital
c. Developing protocols
B. Describe how the Internet transitioned from the military to
civilians
1. Usenet
2. World Wide Web
3. Hyperlinks
4. Commercial online services
C. Explain how YouTube became an Internet phenomenon
D. Describe the concept of Web 2.0
E. Examine the global dimension the Internet offers users
1. E-mail
2. Information and entertainment
3. Electronic commerce
4. Cyberspace communities
F. Explain how some global governments place obstacles on Internet use
G. Describe the components that make up the Internet
1. Hosts
2. Access providers
3. Internet addresses
4. Uniform resource locator (URL)
5. Hypertext markup language
6. Java
7. Domain names
8. Browsers
9. Search engines
H. Discuss the use of netiquette as a communication tool
1. Flaming
2. Threading
3. Lurking
I. Examine manners in which people become engaged with the Internet
1. List servers
2. Personal web pages
3. Weblogs
4. Online games
J. Describe the economics of the Internet
1. Employment patterns
2. E-commerce
3. Advertising
4. Paid content
5. Distance learning
K. Discuss issues of controversy with the Internet
1. Spyware
2. Hackers
3. Viruses
4. Trojan horses
5. Phishing
6. Spam
7. Commercialism versus public service
a. Net neutrality
b.Municipal Wi-fi
8. Censorship
9. Privacy
10. Reliability of information
11. Online predators
XVI. Further study of mass media impact
A. Read a book on a topic about a social study of mass media effects
Methods of Evaluation of Competencies: Evaluation of student mastery of course competencies will be accomplished using the following methods: A. Grading Criteria: 90 - 100% = A 80 - 89% = B 70 - 79% = C 60 - 69% = D Below 60% = F B. Point Summary: Testing = 25 - 50% of grade Written work = 20 - 50% of grade Supplemental text activities = 10 - 20% of grade Attendance/Participation = 5 - 25% of grade Caveats: NONE Disabilities: If you are a student with a disability, and if you will be requesting accommodations, it is your responsibility to contact Access Services. Access Services will recommend any appropriate accommodations to your professor and his/her director. The professor and director will identify for you which accommodations will be arranged. JCCC provides a range of services to allow persons with disabilities to participate in educational programs and activities. If you desire support services, contact the office of Access Services for Students With Disabilities (913) 469-8500, ext. 3521 or TDD (913) 469-3885. The Access Services office is located in the Success Center on the second floor of the Student Center. |
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