Syllabus

SPEECH 135: MASS MEDIA AND SOCIETY

Online Course – Fall, 2004

San Bernardino Valley College

Instructor: Dr. Sherrie Guerrero

Office: North Hall 236

Office Hours: By appointment only

Phone: 384-8625

E-Mail: sguerrero@sbccd.cc.ca.us

Should you need it, the link to the course in Etudes is:

http://sanbernardinovalley.etudes.fhda.edu/etudes.cgi?request,logframe!cs_id,491705403!

ID = first initial, full last name, and 7 digit ID# (example: sguerrero1234567)

Password = skip and click submit, then create your own password

Technical support = http://foothillglobalaccess.org/main/help_desk.htm

Welcome! The aim of this course is to help you understand the roles and activities of mass media in society. The hope is that by the end of the semester you will have a much better sense than you now do of the forces that guide the books we read, movies we enjoy, television shows we watch and even the toys we buy.

Course Description:

An exploration of the history, effects, and role of the mass media in the U. S. The major forms of mass communication are studied (television, radio, film, newspapers, and magazines). Focuses on critical analysis of media messages, effects of media on individuals and society, and theories of communication. Students move beyond being “consumers” of media to “analysts” of media.

Course Objectives:

1. Describe the role and influence of the mass media in shaping our culture and society.

2. Identify forces which shape and control the media

3. Demonstrate the ability to critically evaluate media messages

4. Identify the developments of the media

5. Describe the history and organization of the major forms of print and telecommunications media: newspapers, magazines, television, radio, and film

6. Name the specific mechanisms which control the media, and evaluate the ways in which each is influenced by the other

7. Distinguish between the mass audience and the mass media, and compare the ways in which each is influenced by the other

8. Describe the current trends and future developments in each of the major forms of the media

Textbook:

Turow, J. (2003). Media Today: An introduction to mass communication (with student website access card), 2nd edition, Houghton Mifflin.

http://sbvc.sbccd.cc.ca.us/student_support/bookstore/index.asp

Internet Resources:

The text for this course also has a home page which you can access through its publisher, Houghton Mifflin at:

http://college.hmco.com/communication/turow/media_today/2e/students/

On the home page you will find a number of valuable assets, which you can access with the Pass-Key pin code shrink-wrapped inside your text, including:

Interactive vocabulary flashcards
Online, alphabetized key term glossary
ACE interactive self-quizzes for each book chapter
Want To Learn More? chapter-by-chapter resource guides
Chapter Recap interactive chapter summaries and study guides
Become Media Literate! Interactive, web-based worksheets & projects
The Media Today career center

(Note: I will be assigning worksheets and small projects from the "Become Media Literate!" website.)

Course Requirements:

1. Participation: Discussion is a vital part of any college class, but in the online environment, it takes on special importance. I do, therefore, expect that you will participate in discussion forums and postings. You should not see this as a punitive measure--discussions make the class lively, interesting, and meaningful.

2. Worksheets: Several worksheets from the "Becoming Media Literate" link on the companion website for your text will be assigned throughout the semester to help clarify and augment your understanding of concepts covered in class. Again, the link is:

http://college.hmco.com/communication/turow/media_today/2e/students/

3. Survey of Media Consumption: This project will allow you to determine your amount of media consumption and exposure to advertisements.

4. Midterm: The midterm will be comprised of a variety of true/false, multiple choice, and short-answer questions and will cover chapters 1-10.

5. Advertising Analysis Project: We will discuss how advertisers and media signal the audiences they want, and the features of those audiences. Signaling is increasingly used to target particular segments of the population. For this paper you will compare different electronic media in their signaling activities. Choose 2 cable television networks that have different target audiences— for example, MTV and CNN, Lifetime and Comedy Central, or Nickelodeon and A&E. Then:

a. Watch 1 hour of each at the same time of day (8:00 to 9:00 pm, for example). While you do that, make a chart and take notes on the commercials you see during that hour. What products are being advertised? Describe the image of each ad— setting, music, etc. What kinds of people appear in the advertisements? How are they dressed? What are they doing and/or saying?

b. Write a 5-7 page paper in which you discuss your findings, comparing the commercials shown on the 2 networks. What do the commercials individually and as a group signal about their preferred or expected customers? What overall message do the commercials of each channel send about the people who watch the channel and the products they are likely to buy? Be sure to turn in your chart with your paper.

6. Research Paper: In Part II of your text, we will discuss the way media conglomerates— particularly Disney, News Corporation, AOL Time Warner—conduct business across media boundaries. For your paper:

a. Choose one of the three firms and focus on two of its subsidiaries. (for example, Disney owns the ABC network and several radio stations).

b. For each subsidiary, find at least 5 articles that describe in detail how media materials (entertainment, news, information, etc.) are moved across media boundaries. For example, Disney’s music company might be working with Disney’s magazines to hype new CD soundtracks of Disney movies. Pay close attention to synergies within the media conglomerates that encourage these cross-media activities, and to joint ventures between different firms that encourage cross-media activities

c. Write a 5-7 page paper discussing your findings.

7. Final Exam: The final exam will be of similar construction to the

midterm and will cover chapters 11-20.

Grading:

The below table shows the breakdown of assignments and points. The grading scale follows:

Participation:

Discussion forums
Worksheets

Points

100

225

Totals

325

Projects:

Survey of media consumption
Advertising analysis
Research project

50

100

200

350

Exams:

Midterm
Final Exam

Grand Total:

100

200

300

975

The grading scale will be based on percentages as follows:

877 - 975 points = A

780 - 876 points = B

682 - 779 points = C

585 - 681 points = D

584 and below = F

Extra Credit:

Extra credit will be available by completing practice tests on the companion website for your textbook (maxium of 40 points). Please see information on class assignment page in Etudes.

Cheating/Plagiarism:

Cheating and/or plagiarism are both unethical and against college policy. I expect that you will do your own work. This means that you will neither copy from another person's exam or papers nor allow others to copy your work. Engaging in either cheating or plagiarism will, at minimum, result in an "F" for the course. You should know, too, that I will be checking regularly for papers posted on cheating websites (yes, I have the links, and no, I won't share them :) ) and will be using comparison websites available to faculty members to check written work against their database of plagiarized documents.

Incompletes:

Incompletes will only be given in accordance with the policy established by San Bernardino Valley College. Please refer to the college catalog for full details.

Online Resources:

The college offers several online resources to help your online experience be as successful as possible. Programs such as online tutoring, an online writing center, and online library resources are available for you. For more information, please see the online college link listed below:

http://www.valleycollege.edu/Online_College/index.php

Assignment/Exam Makeup and Late Policies:

I expect that you will complete assignments and exams on time. However, I do realize that unforseen emergencies sometimes happen. Therefore, I will allow makeups of exams and assignments only with a verified emergency. Please note that procastination does not constitute such an emergency :) It is always best to contact me to let me know what is happening. That way, we can work together to solve whatever issues have arisen.

A Note on Respect:

Inappropriate comments or disrespect shown to fellow classmates may adversely impact your grade. It is imperative that all of us demonstrate proper decorum when interacting with each other, whether in a discussion forum or through e-mail. One of your first assignments involves a review of "netiquette" rules that apply to all of us. We may not always agree with each other's interpretation of information, but our discussions should be conducted in the spirit of critical inquiry.

You should also know that all campus policies concerning sexual harassment or other improper conduct apply to online courses as well. Refer to your catalog for more information.