MADONNA UNIVERSITY OKIJA ANAMBRA STATE DEPARTMENT OF MASS COMMUNICATION ACADEMIC PROGRAMMES STUDENTS HAND BOOK REVISED EDITION

Transcription

1 MADONNA UNIVERSITY OKIJA ANAMBRA STATE DEPARTMENT OF MASS COMMUNICATION ACADEMIC PROGRAMMES STUDENTS HAND BOOK REVISED EDITION 1

2 PHILOSOPHY OF THE PROGRAMME Mass Communication is the art or the technique of gathering, processing and disseminating of news and information for the good of the society. It seeks to have a general understanding of the society and therefore endeavours to monitor and report the activities of government institutions, social and political development. The major concerns of the mass media are to: a. Educate the society. b. Inform the society and c. Entertain the society. It must be noted that the philosophical foundation of Mass Communication is generally derived from the following concepts;- - That information is power. - That information is a propeller for both vertical and horizontal development of the society. - That information is an acceleration to any meaningful and sustainable democracy, and - That information is an equivocator, which can provoke and un-provoke. Therefore Mass Communication as a discipline seeks to train and supply middle level manpower for the societal information needs for national integration and development. AIMS AND OBJECTIVES OF MASS COMMUNICATION PROGRAMME. The major aims and objectives of Mass Communication include the following: For daily newscasts or writing a speech for the company Chief Executive Officer (CEO) or Advertising or Public Relations copy to sell or promote a product to the masses. To instill in the Mass Communication students the ability to respect deadline and work under constant pressure. To train and encourage the Nigerian Mass communicators to be effective communicators by being able to think quickly, research creatively and write or broadcast concisely to the mass audience. To train Nigerian media men and women that would act as the trustees of public trust and that would be socially responsible to the communities they serve by being accurate, fair, balance and objective in their reportage of societal issues. To produce Nigerian mass communicators who will continue to protect the basic principles of the peoples right to know as the fourth branch of government or the fourth (4 th ) Estate of the Realm. It is expected that at the end of the degree programme in Mass Communication, the Mass Communication graduate should be able to differentiate soft news from hard news truth from falsehood, responsible journalism from irresponsible journalism.

3 At the end of the degree programme in Mass Communication, it is expected that the graduate should be equipped enough to establish his/her own newspaper, magazines, public relations and advertising agency, or even his/her own radio and/or television stations. SCOPE The department is offering eight-semester (for UTME) and six-semester (for Direct Entry) first degree programmes in Mass Communication. This curriculum is designed to enable students to gain expertise in various areas of the mass media and grounding in liberal education through exposure to courses in such areas as General Studies, major courses, required ancillary and elective courses. Recommended areas of study for the elective courses include English, Psychology, Languages, Philosophy, Political Science, and Law The professional courses in Mass Communication provide the student with an understanding of the principles of mass communication and an opportunity to develop techniques in written and audio-visual communication. The required and elective courses give the student the essential background knowledge which he/she requires for effective communication in modern society. The department provides practical training in newspaper and magazine reporting, editing and publishing as well as in broadcasting. ADMISSION REQUIREMENTS UTME A minimum of five (5) credits in the Senior Secondary School Certificate Examination, G.C.E O Level, or National Examination Certificate (NECO) or their equivalents. The five (5) credits must include English Language, English Literature, a minimum pass (P7) in Mathematics and must be obtained in not more than two sittings. All Students must come in through Joint Admission and Matriculation Board (JAMB) Examination. DIRECT ENTRY Candidates must possess a minimum of five (5) O Level passes in G.C.E or its equivalents plus passes at principal level in HSC or G.C.E. Advanced Level in at least two relevant subjects obtained in one sitting or they must possess five credits including, English Language, English Literature and a minimum of pass in Mathematics plus OND (Upper Credit) in Mass Communication. The basic entry requirements of the credit level passes in five relevant subjects should be obtained in not more than two sittings or they must possess five credits including English Language, English Literature and a minimum of pass in Mathematics plus NCE Certificate, HND or first Degree. Candidates admitted through UME Entrance Examination enroll in the four-year degree programme while those with Direct Entry take three years to complete the programme. Direct Entry students who are expected to begin at the 00 level may be required to take all GST courses simultaneously. JOB OPPORTUNITIES Graduates of Mass Communication can work in the print media as well as broadcast industry. They could be employed in the advertising, public relations photojournalism and the public 3

4 sector as press secretaries or media relations personnel for public office holders as well as press attaché of the diplomatic corps in Nigerian embassies abroad. STRESS AREAS CODES Foundation Courses 0 Broadcast Courses 1 Print courses Writing Courses 3 Public Relations and Advertising courses 4 Theories 5 Film and Photojournalism Courses 6 Research 7 Seminar 8 Media attachment 9 4

5 COURSE OUTLINE 100 LEVEL (FIRST SEMESTER) COURSE COURSE TITLE UNITS CODE CORE COURSES MAC 101 Introduction to Mass Communication MAC 103 History of Mass Media MAC 105 African Communication System I REQUIRED ANCILLARY COURSES SSC 101 Introduction to Statistics PSY 111 Introduction to Psychology LAW 101 Nigerian legal system I GENERAL STUDIES COURSES GST 111 Communication in English I GST 113 Nigeria Peoples and Culture GST 11 Use of Library, Study Skills and ICTs GST 13 Communication in French GST 15 Introduction to Entrepreneurship Studies I COURSE CODE Total LEVEL (SECOND SEMESTER) COURSE TITLE 5 UNITS CORE COURSES MAC 106 African Communication System II MAC 13 Writing for the Mass Media MAC 134 Word processing I REQUIRED ANCILLARY COURSES CSC 10 Computer Application CSC 104 Introduction to Computer PYC 10 Introduction to Psychology II LAW 10 Nigeria Legal System II SSS 10 Introduction to Statistic GENERAL STUDIES COURSES GST 10 Fundamental Philosophy 1 GST 11 Logic, Philosophy of Human Existence GST 1 Communication in English II GST 14 Communication in German 1 Total

6 COURSE CODE 00 LEVEL (FIRST SEMESTER) COURSE TITLE UNITS CORE COURSES MAC 01 Introduction to Publishing Sequence MAC 03 Introduction to Film Cinema & Literature MAC 05 Introduction to Advertising MAC 31 News Writing & Reporting MAC 33 Editorial Writing MAC 35 Feature Writing REQUIRED ANCILLARY COURSES POL 03 SOC 101 Nigerian Constitutional Development Introduction to Sociology GENERAL STUDIES COURSES GST 11 Fundamental Theology 1 GST 15 Introduction to Entrepreneurship Studies II GST 1 History & Philosophy of Science Total 1 COURSE CODE 00 LEVEL (SECOND SEMESTER) COURSE TITLE UNITS CORE COURSES MAC Editing & Graphics of Communication MAC 3 Critical & Review Writing MAC 36 Advanced and Specialized Reporting MAC 4 Principals of Public Relations MAC 44 Advertising Sequence MAC 5 Theories of Mass Communication MAC 7 Foundations of Communication Research MAC 38 Word Processing II ELECTIVES (Choose Two) MAC 1 MAC 48 MAC 14 MAC 16 Marketing Foundations for Advertising OR Fundamentals of Media Relations Foundations of Broadcasting OR Radio/Television Operation GENERAL STUDIES COURSES GST Peace & Conflict Resolution GST 4 Fundamental Ethics 1 TOTAL 3 6

7 300 LEVEL (FIRST SEMESTER) COURSE CODE COURSE TITLE UNITS CORE COURSES MAC 301 International Communication MAC 303 Communication and Society MAC 313 Radio/TV News Writing MAC 31 Newspaper Management and Production MAC 35 Magazine Management and Production MAC 331 Science and Technology Reporting MAC 363 Photo Journalism & Management MAC 315 MAC 361 MAC 317 MAC 319 ELECTIVES (Choose Two) International & Foreign Broadcasting OR Film Theory and Aesthetics Television Programme Writing & Production OR Public Affairs Broadcasting Total LEVEL (SECOND SEMESTER) COURSE CODE COURSE TITLE UNITS CORE COURSES MAC 314 Broadcast Management and Programming MAC 316 Foreign Correspondence MAC 34 Rural Community Newspaper MAC 334 Economics of Mass News Reporting MAC 36 Screen Directing MAC 364 Photo Editing MAC 38 Issues in Nigeria Mass Communication & Media History ELECTIVES (Choose Two) MAC 36 MAC 34 MAC 38 MAC 344 New Technique in Book Publishing OR Advertising Creative Strategies and Tactics Book Publishing & The Law OR Advertising & PR Research Total 18 7

8 400 LEVEL (FIRST SEMESTER) COURSE CODE COURSE TITLE UNITS CORE COURSES MAC 401 Mass Media and Law of Ethics MAC 45 Station Management and Operations MAC 431 Issues in Broadcasting MAC 443 Organization and Management of advertising and PR Agencies MAC 463 Documentary Film Production MAC 471 Data Analysis in Communication Research MAC 481 Economic and Social Issues in Advertising and PR. MAC 493 Media Attachment MAC 403 MAC 41 MAC 445 ELECTIVES (Choose Two) Communication & National Development Bindery & Finishing Operations International Advertising Total LEVEL (SECOND SEMESTER) COURSE CODE COURSE TITLE UNITS CORE COURSES MAC 4 Educational Broadcasting MAC 44 Rural Broadcasting MAC 44 International Public Relations MAC 464 Drama & Documentary Production MAC 474 Original Essay/Project 6 MAC 466 MAC 48 MAC 484 ELECTIVES (Choose Two) Film Criticism Issues in Broadcasting Special Topics in Advert and Public Relations Total 18 8

9 8. COURSE DESCRIPTIONS MAC: 101 Introductions to Mass Communication ( units) Consideration of mass communication as a sub-type of human communication and review of the progress: models and elements of communication survey of the mass media; including their adjuncts. Examination of the characteristics, functions, contents, operations and impact of the mass media as well as national mass media as well as national mass media systems and mass communication between/across nations. MAC: 103 History of Nigeria Mass Media ( units) This course traces the major trends in the development of the mass media in Nigeria. It exposes the student to the history of newspaper/print journalism in Nigeria, and helps them understand the role of the media in politics, religion and economic/social development. MAC: 105 African Communication Systems ( units) This exposes students to African oral traditional communication structure, form and content; also survey of past and present modern mass media systems as influenced by African Political Culture. The students should be able to analyze the African communication system and evaluate at a higher level, these African traditional means of communication. MAC: 134 Word Processing ( units) Instruction and practice in typing aimed at enabling the students to acquire the basic knowledge and skills essential for beginning journalists. MAC: 106 African Communication Systems II ( units) This course pre-supposes knowledge of the content of MAC 105; African Communication System 1 as outlined above; focusing on the emergent issues in African traditional communication system. Students should be guided to evaluate and justify the relevance of African traditional media on evolving media. MAC: 131 Writing for Mass Media I ( units) This course exposes students to the instruction and practice in writing for mass communication media with emphasis on the development of journalistic style and proficiency in grammar and use of language. MAC: 31 News Writing and Reporting ( units) This is a practical course designed to enable students to become proficient in preparing a publishable copy under deadline. Students are assigned beats, primarily on campus, to develop stories for publication and encouraged to submit outstanding articles to the metropolitan news media. The course examines various definitions of news as well as the structure of the news style and other journalistic forms. Furthermore, it provides excellent material from the Nigerian and foreign news media for study and imitation. MAC: Editing and Graphic of Communication ( units) 9

10 Students are taught how to write and edit copy in a style appropriate to the news media. Emphasis is placed on the preparation of articles and photographs in photo editing for newspaper publication. Editing symbols and news proofreaders symbols will be used in this case. At the end, students are expected to know and explain the concept of editing and graphic communication. MAC: 44 Advertising Sequence ( units) This course is designed to introduce the student to the meaning, principles and tenets of advertising. MAC: 01 Introduction to Publishing Sequence (units) This course is designed to introduce the students to book publishing as a culture activity and as a business; it will also explore the environment. The students is expected at the end to know; the processes of book publishing industry, the departments in the book publishing industry, identify what constitutes the right to publish and explain the argument for and against issue related to the right to publish. MAC: 03 Introduction to Advertising ( units) This course is designed to introduce the student to the meaning, principles and tenets of advertising. The course takes the students through a review of the history and development of advertising in Nigeria and acquaints them with the review of the advertising agencies in Nigeria. MAC: 5 Theories of Mass Communication ( units) Exploration and analysis of major theories which deal with the nature, uses and effects of mass communication; the relationship between theory and research and the relevant of the letter to the success of the former as discussed early in the course. Students are expected to know the role of theories in the development of the social sciences, understand the historic and contemporary approaches to the study of theories of mass communication and know basic concept and theories in mass communication. MAC: 7 Foundations of Communication Research (units) The primary aim of this course is to introduce students to data gathering methods in Journalism and Mass Communication; and enable students to analyze research data. And critically evaluate any piece of journalistic writing or social science research. Another objective is to help students to apply the learnt methods in carrying out research projects. MAC: 35 Feature Writing ( units) This course is designed to make students creative in the presentation of subjective articles or stories aimed primarily to entertain and inform readers of an event, situation or an aspect of life. At the end of the course, the students will appreciate extend of soft news and recognize its limitations, identify different kinds of soft news writing and discuss the ethical and legal considerations involved in writing a feature article. MAC: 36 Advanced Specialized Reporting ( units) 10

11 This course is designed (i) to provide instruction in the techniques of reporting specialized subjects such as agriculture, medicine, religion, sports, labour, the courts, the arts etc; (ii) to expose students to the basic literature as well as outstanding examples of reporting of these issues. MAC: 11 Foundations of Broadcasting ( units) This course is an overview of the physical, technical and societal bases of radio and television broadcasting; relates the laws of nature that make broadcasting possible, as well as the scientists who exploited them; describes the individual items or equipment used in radio and television and surveys the diverse environment of broadcasting stations and network. MAC: 33 Editorial Writing ( units) This course is designed to show the students how printing media express the opinion of the editors or the publishers on the matter of public interest. At the end of this course, the students should be able to show an understanding of sources of editorial, identify the mechanism of editorial as well as distinguished different types of editorial. MAC: 3 Critical and Reviewing Writing ( units) This course is designed to introduce the students to the art of theories writing, processing and techniques of criticism of creative production, and to make him develop skills in the writing critical reviews. MAC: 43 Radio Television Operations ( units) This course exposes the students to systematic analysis of radio and television studio/control room technology and the nature of sound; and practical exercises in studio set-up, standard operating procedures and use of studio facilities. MAC: 4 Principles of Public Relations ( units) This course will enable students acquire the basic knowledge and skills in public relations practice. It will also assist them in improving on their relationship with people and organizations. This course covers areas such as functions of public relations; the nature of public relations activities and it importance to profit and non-profit organizations; the tools of public relations; and strategies of public relations consultancy. MAC: 48 Fundamentals of Media Relations ( units) This course is designed to help students to understand the need and why persons and organizations that have anything to do with the media develop, establish and maintain positive rapport with the media. At the end of the course, the students should know how to deal with media practitioners and the operation and characteristics of various media. MAC: 44 Marketing Foundations for Advertising and Public Relations ( units) A study of advertising and PR as communication tools, which can be used to market or promote a product, person, an organization or idea. The art and science of marketing will be 11

12 reviewed as the bases for determining the needs and types of communication solutions, which can effectively deal with marketing problems in different situations. MAC: 01 Introductions to Film, Cinema and Literature ( units) Examination of film as a medium of communication and the cinema as a communication setting with particular reference to literature and its various forms- the short, novel, poem and drama. Overview of the kinds of film- documentary (non-fiction), and avant-garde- the role of the cinema in urban and rural communities. MAC: 301 International Communications ( units) This course is an overview of world s press systems. The focus will be on the uni-dirctional flow of information between the industrialized and third world nations; how ideology, culture, economy and international market structure have all contributed either in hindering or advancing the international flow of news among nations. The scope, characteristics, peculiarities and current issues in international communication will be exhaustively treated so as to acquaint the students with a thorough knowledge of the politics and manipulative nature of international communication. MAC: 303 Communications and Society ( units) This course is an examination of the mass media of communication as a social institution with particular attention to pertinent sociological concepts, themes and problems; and the role and relationship of the mass media vis-à-vis major social institutions. It also focused on the sociology and professionalism of mass media communicators, mass media contents and the issue of cultural imperialism of media dependency; internal dynamics and control of mass media organizations and mass communication politics. The role of communication in development is critically examined. MAC: 38 Issues in Nigerian Mass Media History ( units) This course is a critical analysis of significant events and personalities that have featured in; and characterized the Nigerian mass media from the political, social and economic points of view. It underscores the dynamics of the mass media in Nigeria and their institutional role. MAC: 31 Newspaper Management and Production ( units) This course is designed to expose the students to the basic economic theories and its application to the management process in the newspaper business. Students should be able to design newspaper make-up, the various parts of the newspaper and basic technique of newspaper production with relevant to campus newspapering. MAC: 331 Science and Technology Reporting ( units) This course exposes the students to the instruction and practice in writing popular science articles for newspapers and magazines. It emphasizes on translation of scientific language; familiarization with literature of science and interviewing of scientists. MAC: 3 Magazine Management and Production ( units) 1

13 This course is designed to familiarize students with the principles of magazine production. At the end of the course, students are expose to the following; organizational structure of magazine establishment, magazine types and make-up, editing and production MAC: 334 Economics of Mass News Reporting ( units) Much of what passes for economics reporting in the Nigerian news media is written by economists for economists. The course aims at preparing students to write up and analyze issues relating to the economy for a mass audience. A basic course in economics is desirable but not essential. Students offerings this course should have successfully completed Advanced Reporting. MAC: 311 Broadcasting Management and Programming ( units) This is the analysis of the nature and process of management and organization, generally, with particular reference to types of broadcasting organization and their settings. Consideration of the primary operations of radio and television stations and manage them in the interest of society. MAC: 317 Television Programme Writing and production ( units) Comprehensive analysis of the writing process as it parents to television. Analysis and evaluation of television scripts, and production of talks, interviews, discussion and magazine programmes. Intense writing exercise. MAC: 319 Public Affairs Broadcasting ( units) This course is a critical examination of the structure, internal dynamics and functions of the News and Current/public affairs division of broadcasting organizations; interpretative reporting of government and public institutions and agencies and production of current/public affairs discussions, news magazines and documentaries. MAC: 315 International and Foreign Broadcasting ( units) Comparative analysis of national systems of broadcasting worldwide in terms of types of ownership, control, programming purposes and effects or impact. Consideration of international organization dealing with technical facilities and those dealing with programmes. Examination of the purposes and impact of external radio broadcasting stations. MAC: 344 Advertising and Public Relations Research ( units) This is the application of quantitative and qualitative research methodologies in advertising and public relations contexts. Emphasis will be place on budget, copy, and media research. MAC: 34 Advertising Creative Strategies and Tactics ( units) This course deals with the theory and practice of writing effective advertising messages, for print and broadcast media. The creative application of consumer and market surveys, copy testing methods, advertising readership studies. MAC: 361 Film Theory and Aesthetics ( units) 13

14 This is the exploration of film as extension of photographic; systematic consideration of the basic aesthetic principles, photographic approach, affinities and art. It concerns with the analysis of the properties of the film medium with regard to the realistic tendency and formative tendency, or realism (as exemplified by the Lumiers brothers) and expressionism (as exemplified by Melie); and the clashes/compromises between both. The issue of film/cinema as an art should also be discussed here. MAC: 364 Photo Editing ( units) This is a study of technical and aesthetic qualities of photographs and how these factors affect editorial decisions concerning the use of pictures in publications. It also exposes the students to the practical work in layout and design and other duties of a newspaper or magazine picture editors. MAC: 363 Photo-Journalism Management ( units) This course deals with the general management of photo-laboratory. Coding and/or filling of photographs and presentation of photograph chemical, papers, films etc. photo-journalism lab. Is differentiated from studio photography in this course. MAC: 36 New Techniques in Book Publishing ( units) Survey of frontiers in book publishing technology. The advent of xerography and similar duplicating processing. MAC: 38 Book Publishing and the Law ( units) An in-depth study of those aspects of the law basic to book publishing, with emphasis on libel. Copyright, national security. Privacy etc. attention is given attendant ethical considerations. MAC: 31 Foreign Correspondences ( units) The course emphasizes the need for the development of an elite press corps to survey the international scene for the country. It teaches the students the politics and economics of foreign correspondence and teaches skills that will enable the reporter to function effectively as a foreign correspondence. MAC: 34 Rural Community Newspapers ( units) This exposes the students to writing, editing and publishing weekly or regular newspaper for the rural community, small municipalities and urban neighborhoods. It deals on content analysis, readership research and; business and management procedures. MAC: 36 Screen Directing ( units) 14

15 Here, dramatic form and acting are examined through lectures, demonstrations and applied exercises to establish theoretical and practical foundations. MAC: 313 Radio/TV News Writing ( units) This course is designed to introduce the student to basic functions and activities involved in radio broadcasting. It is also to expose the student to the principles and practice of radio broadcasting. Students should know different forms of media writing especially, Radio/TV programme writing. MAC: 401 Mass Media Law and Ethics ( units) This course is planned to acquaint the students with the legal and ethical sanctions and constraints in Mass Communication. This course covers the following areas; press laws in Nigeria, the laws of defamation, law of sedition, contempt of court, the laws of copyright and the Official Secrets Act and ethical aspects of journalism. MAC: 471 Data Analysis in Communication Research ( units) This course is designed to enlighten the student more on how to analyze data in effective communication. At the end of this course, students should know the techniques in data analysis, use of tables, graphs and the measure of central tendency in data analysis as well as the interpretation of data using data analysis techniques. MAC: 481 Economic & Social Issues in Advertising & PR ( units) This exposes the student to a study of Advertising and public relations as institutions, the laws and ethics governing the professional in Nigeria as compared with developed countries like USA and Britain; self-regulation by practitioners and professional association consideration of social responsibility, truth and deception, consumerism, etc. MAC: 493 Media Attachment ( units) The course is designed to familiarize student with the operation of a particular media organization of their choice. The students should have two months industrial attachment. Students are made to understudy the operations of a particular organization under a careful monitored arrangement between the department of mass communication and that organization, then give a comprehension account of their experience in a written report and class presentation MAC: 474 Original Essay/Project ( units) This course is designed to encourage students to develop special skills in analyzing and writing reports based on an empirical or library study of specific subject matter or topic relevant to Mass Communication. Students are to present an original and well-researched report at the end of the programme. MAC: 464 Dramas and Documentary Production ( units) This course is an overview of special problems involved in producing drama and documentary for radio and television; blocking, casting; budgeting; performance. Focused on drama or 15

16 documentary for both radio and television, or both drama and documentary for only radio or television. MAC: 4 Educational Broadcasting ( units) This course is designed to assess the education potentialities and limitations of radio and television. It covers the evaluation of pedagogic approaches and production techniques; radio forums and clubs; planning and production of educational programming s; production of supplementary materials and teaching aids. MAC: 46 Rural Broadcasting ( units) This course covers the analysis of community needs and problems with regard to the role and qualities of radio and television. It exposes the students to the planning of community development project for implementation through special radio programmes; Programme production and evaluation research. MAC: 48 Issues in Broadcasting ( units) This course looks at critical perennial and contemporary matters that generated debate and controversy in broadcasting, such as sex, violence, foreign programmes and cultural domination; political and economic control of news; In-depth study of one or two issues, with particular reference to Nigerian Broadcasting. Review of research studies pertaining to the issues and consideration of the role of research in broadcasting. MAC: 45 Station Management and Operations ( units) Practical daily management of (radio) stations involving programme planning/ scheduling, traffic control, personnel management. Planning and directing of special outside broadcasts and simulated transmissions or live broadcasting. MAC: 44 International Public Relations ( units) This course is designed to analyze trends, issues and problems confronting public relations departments in multinational corporations and other organizations involved in international trade and business. MAC: 443 Organization and Management or Advertising and public ( units) Relations agencies This course involves students in the establishment of effective guidelines for starting an enterprise in advertising or PR. It provides them with the strategy for organizing and management of the various departments of a full service agency. MAC: 484 Special Topics in Advertising and Public Relations ( units) This course exposes the student to the study of current issues in public relations of which provision has not been made in established courses. MAC: 463 Documentary Film Productions ( units) 16

17 This course covers the analysis of the political, anthropological and journalistic environment of the documentary. Design pre-production planning, intensive fieldwork, production and subsequent evaluation of individual documentary projects. MAC: 466 Film Criticisms This course deals with film theory and aesthetics; critical analysis and evaluation of popular and feature films based on major cinematographic principles and criteria such as plot, characterization, special effects and thematic appeal. ( units) 17