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, behaviours and shape attitude. Consequently, the course is designed to enlighten students on elements of the mass communication process; various mass
Communication 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
· 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
Compulsory 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.