Course Description
Mass Communication and journalistic messages are potent tools for achieving diverse effects in audiences. On daily basis, audiences are bombarded with countless messages, which affect their psyche, emotions, behaviour and shape attitude. Consequently, the course is designed to enlighten students on elements of the mass communication process; various masscommunication models; nature of audiences and how they react to messages. The course equips students with skills and knowledge needed in communicating with large audiences as well as arms them with theories, concepts and principles that will help nurture them into effective communicators.
Learning outcomes
At the end of the course, students should be able to
Demonstrate an understanding of the communication process
Conduct analyses on each of the elements of communication process
Discuss the various models of communication process
Explain how mass communication tools could be harnessed for results
Analyse the characteristics of audience and their impact on message effects
Discuss the future of mass media
Course Content
The Nature and function of Mass Communication Systems
The Print Media
The Electronic Media
Special Mass Media Professions
Regulation of the Mass Media
Mass Media Audiences
The Social Impact of Mass Communication
Mass Communication and the Future
Required Reading Materials
Dominick, J. R. (2010). The Dynamics of Mass Communication (11thed.). New York: McGraw-Hill Education.
McQuail, Dennis. (2010).McQuail’s Mass Communication Theory (6th ed).London: Sage Publications.
Optional Reading Material
Berner, R. T. & Demers, D. (2007). Fundamentals of Journalism: Reporting, Writing and Editing (Paperback ed.). US: Marquette Books.