Spring 2001 [ Go
to Directly Syllabus ] McGaan
CATA
261 - MASS MEDIA AND MODERN SOCIETY
Course
Outline - last updated 1/10/2001
Course Description: An inquiry into the mass media of our time (print, radio,
television, etc.) including the forces which animate them and the effects they
have on society. Theories of mass
communication, methods for analyzing media messages, and the effects of media
on individuals and society form the basis of the course. Particular attention is paid to the role of
media (especially television) in news, advertising and cultural reproduction.
Instructor: Dr. Lee McGaan Office: WH 308
(ph. ‑2155); email: LEE
Home: 418 North Sunny Lane (ph. 734‑5431)
Office hours: 11am -
noon & 1-2pm, M,W,F; 10-11am, T‑Th; & by appointment.
Required Texts: THE INTERPLAY OF INFLUENCE, Kathleen Hall Jamieson &
Karlyn Kohrs Campbell. (5th
ed.). [ II ]
MEDIA AND CULTURE. Richard Campbell. [ MC ]
Course Goals and Policies: The goals of this course are:
a) to provide an introduction to
theories of mass communication; b) to
create a framework for understanding media functions and operations in American
society; c) to provide students with
analytic tools with which to criticize media "texts;" d) to develop understandings of the social
consequences of the media; and e) to encourage active, reflective (rather than
passive, uncritical) "consumption" of media messages.
Students are responsible
for all assigned reading material whether or not it is discussed in class and
all lecture material whether or not duplicated by readings. Thus, class attendance is expected. Excessive class absences may result in a
student being placed on "no cuts" by the instructor. Except for medical or other emergency
reasons, assignments will not necessarily be accepted late unless advance arrangements
are made. Enrollment in this course
constitutes an agreement by the student to permit the instructor to keep and
maintain on file all submitted work for the course. ACADEMIC DISHONESTY CAN RESULT IN FAILING
THIS COURSE and will be reported to the Academic Dean.
Graded Assignments:
|
Midterm Exam |
23% |
Final Exam |
23% |
|
Media Analysis paper |
23% |
Theory Application paper |
23% |
|
Quizzes &
Participation |
8+% |
|
|
All assignments will be
given a letter grade and averaged equally as indicated above (i.e. A‑ =
3.67 x 20%) in order to compute the final grade for the course. Grades may be significantly lower for those
who do not complete all assignments.
The Nature of the Class: As humans we are immersed in a symbolic environment composed, in
part, by mediated messages supplied
from books, magazines, radio, television, etc. These messages are so
pervasive that we often "absorb" them without much thought about source, intent, or bias. Especially in viewing television, it often seems as if the medium
"shows us the world." Thus, it is difficult to see that what media
provide us is not "reality."
The media, through a complex process, provide us with a world‑view
that is highly interpreted. Our goal
this semester is to develop ways of understanding this process so that we can
avoid being passive "victims" of the media and become thoughtful
critics.
UNIT I -
INTRODUCTION TO MASS
COMMUNICATION
Wed. 1/17 Introduction to
the Course.
Fri. 1/19 What are
Mass Media; II ch.1.
Mon. 1/22 Critical
Consumption of Media Messages; MC ch.
1.
Wed. 1/24 Media Culture / Media Literacy and the New Technology; MC ch. 2.
Fri. 1/26 Semiotic Theory: Meaning and Sign; Handouts.
Mon. 1/29 Codes and
Texts.
Wed. 1/31 Signification; Handout.
Thurs 2/1
[evening session] Workshop - Applying the
Theory.
Fri. 2/2 Schemata.
Mon. 2/5 Schemata
continued
Tues 2/6 [evening session] Viewing Ads - videotape
session.
UNIT III - ELECTRONIC MEDIA
Wed. 2/7 Radio and
recordings; MC chs. 3 & 4.
Fri. 2/9 Television
- History and Revenue; MC ch. 5.
Mon. 2/12 Television Programming; II ch. 5
Theory
Application paper due: 2/12
Wed. 2/14 Revenues and
Programming; Handouts.
Fri. 2/16 A Global
Marketplace; MC ch. 13
UNIT III - ADVERTISING and
PUBLIC RELATIONS
Mon. 2/19 The Advertising Industry; MC ch. 11
Wed. 2/21 Understanding
the Ads; II Ch. 6.
Fri. 2/23 Signs of Ad
Strategy; II Ch. 7.
Advising Week
Mon. 2/26 Strategy and
Values.
Wed. 2/28 Public Relations
/ Public Influence; MC ch. 12 & II
Ch. 9.
Fri. 3/2 Limits on
Commercialism; II Ch. 8.
Mon. 3/5 Review.
Wed. 3/7 Mid-term Exam.
UNIT II - THE NEWS MEDIA
Fri. 3/9 What is
News? II ch.2
Spring Break
Mon. 3/19 How is the News
Made? MC ch. 8.
Wed. 3/21 News Decisions; Handout
Fri. 3/23 News
Decisions continued; II ch. 4.
Mon. 3/26 Problems in News Decisions ‑ videotape session.
Wed. 3/28 videotape
continued.
Fri. 3/30 News as a
Persuasive Force; II Ch. 3.
Mon. 4/2 How is News
Biased? PALETZ reading (e-mail).
Wed. 4/4 Kinds of Bias
Fri. 4/6 Bias? videotape session.
Mon. 4/9 Media Freedom
and Responsibility; MC ch. 14.
Wed. 4/11 Media Ethics.
Easter Break
UNIT V - THE DIALECTIC
OF EFFECTS
Wed. 4/18 Politics and
Media; II Ch. 10.
Media Analysis paper due: 4/18
Fri. 4/20 Campaigns and Advertising; II ch. 11.
Mon. 4/23 Theories of Mass Communication; Handout.
Wed. 4/25 Media Effects -
Individuals; MC ch. 15.
Fri. 4/27 Individual
Effects, con=t.
Mon. 4/30 Social Effects
of Media
Wed. 5/2 Free
Expression, MC ch. 16
Fri. 5/4 Review
Final Exam: 1pm, Tuesday, May 8