Austin Peay State University

Department of Communication & Theatre

COMM 4010  COMMUNICATION THEORY

TuTh 9:30 – 10:45am  SSC E 106

Fall 2003 Syllabus (3 credits)

Instructor:       Dr. Weiwu Zhang                             

Office:             MMC 169 and/or MMC 187 (CRC)

Office Hours:  Tuesday and Thursday 11:00-noon and by appointment

Office Phone:  (931) 221-7973

Fax:                 (931) 221-7265                                  

Email:              zhangw@apsu.edu

Homepage:     http://www.apsu.edu/zhangw

Course Description

             This course introduces students to communication theories with an emphasis on mass communication theories. Students will be exposed to a variety of theoretical perspectives in mass communication – scientific approach and critical theory, but the main focus will be on social scientific approaches to the study of mass communication. To achieve this end, the course begins with the general nature of theory and scientific research methods, the goals of theory, the appropriate criteria for evaluating theory, and various factors involved in testing theory. Then, we’ll focus on mass communication effects.

            While to many of you, “theory” seems to be mere academic exercises, too abstract and remote, and you may find it difficult to see any direct linkage between theory and your future careers, hopefully, I can convince you in this class that knowledge of communication theory is indispensable to future mass communication professionals, responsible citizens, and life-long learners.  This course will develop your skills of the inquiry, abstract, logical, critical and creative thinking, and the application of theories to practical settings.

Course Objectives

1.      Critically analyze media content and understand the effects of such content on individuals and society

2.      Grasp the essence of a variety of communication theories, research techniques and findings

3.      Understand the scientific method as applied to communication

4.      Use the scientific method to evaluate different mass communication theories

5.      Understand how communication theory is related to professional practice

6.      Appreciate effects of your future work as a media professional

7.      Be able to formulate “theoretical” questions that can be addressed using a theoretical and empirical approach

Required Texts

Severin, W. J. & Tankard, Jr., J. W. (2001). Communication theories: Origins, methods, and uses in the mass media.  New York: Addison Wesley Longman. (CT)

Reserve readings available at APSU Library and online

Recommended Texts

Baran, Stanley J. & Davis, Dennis K. (2003). Mass communication theory: Foundations, ferment, and future. Belmont, CA: Wadsworth.

Bryant, Jennings & Zillmann, Dolf. (1994).  Media effects: Advances in theory and research. Mahwah, NJ: Lawrence Erlbaum Associates.

McQuail, Denis. (2001).  McQuail’s mass communication theory. Thousand Oaks, CA: Sage.

McQuail, Denis & Windahl, Sven. (1993). Communication models for the study of mass communication. New York: Longman. 

Perse, Elizabeth M. (2001). Media effects and society.  Mahwah, NJ: Lawrence Erlbaum Associates.

Salwen, Michael B., & Stacks, Don W. (1996). (Eds.). An integrated approach to communication theory and research. Mahwah, NJ: Lawrence Erlbaum Associates.

Shoemaker, Pamela J., & Reese, Stephen D. (1996). Mediating the message: Theories of influences on mass media content. White Plains, NY: Longman.

Scholarly Journals That May Be Useful for Your Theory Report

Communication Research
Critical Studies in Mass Communication
Human Communication Research
International Journal of Public Opinion Research
Journal of Broadcasting and Electronic Media
Journal of Communication
Journalism & Mass Communication Quarterly
Mass Communication and Society
Political Communication
Public Opinion Quarterly

NOTE: All journals are available in Austin Peay Library EXCEPT those in bold.

Use the Media!!!

Outside of class, you should pay close attention to the public affairs mass media content on a daily basis. You should read at least one newspaper (e.g., The New York Times, The Los Angeles Times, or The Washington Post), one news magazine (e.g., Newsweek, Time, or US News & World Report), and watch a television news program regularly (e.g., ABC World News Tonight, NBC Nightly News, CBS Evening News, or ABC News Nightline) or watch BBC World Service on Nashville Public Television (NPT) at 10pm every weekday or listen to WPLN, Nashville Public Radio’s “Morning Edition, “ from 5 - 9am, Monday through Friday, “Weekend Edition” 7 - 9pm Saturday and Sunday; and “All Things Considered,” 3 - 6pm, Monday through Friday, and 4 - 5pm Sunday, Nashville Public Radio is found at 90.3FM or 1430AM.

These sources of information will keep you informed of the current events – something each of us should do as a responsible democratic citizen. In addition, class examples will frequently be taken from recent media content and polling data,  thus you will be in a better position understanding the concepts/theories discussed in class if you have already picked them up from the mass media.

Websites for Some News Media Organizations

ABC News                              http://www.abcnews.com

CBS News                               http://cbsnews.cbs.com

CNN                                       http://www.cnn.com

NBC News                              http://www.nbc.com

The Los Angeles Times          http://www.latimes.com

Newsweek                              http://www.newsweek.com

The New York Times             http://www.nytimes.com

Time                                        http://www.time.com

US News & World Report     http://www.usnews.com

The Washington Post             http://www.washingtonpost.com
 

General Course Structure and Approaches

             In the course, we will be using a variety of learning methods. In the threaded discussion area, we discuss course concepts and invite students to offer their own experiences, personal and professional backgrounds, and view points. An active discussion and your enthusiastic participation are important to your learning experience, to your grade, and to the success of your fellow students.

Course Assignments and Grading

Exams - There will be 4 required exams during the semester. The format of the exams will vary between multiple choice, true or false, short answer, fill-in-the-blank or essay questions. The first exam tests your general knowledge of communication theory and social science research methods; the second exam tests your knowledge of propaganda, persuasion, mass and interpersonal communication, and scholarly thinking about media effects in general; the third exam tests your knowledge of agenda setting, media framing, knowledge gap, cultivation, spiral of silence; and the fourth exam covers the third-person effect, media violence/pornography, uses and gratifications, new media, normative mass media theories, crisis news, and the future of mass communication theories. The exams will cover materials from lectures, textbooks, other assigned readings, and class discussions. 

Weekly Concept Quizzes – Reading is your major responsibility for the course. To achieve this end, weekly concept quizzes are given throughout the semester. For each quiz, you’ll be tested both the lecture and the reading materials.  

Theory Report  – Each of you will write a communication theory critique during the semester. Your theory report should include

1.      A general description of the theory/variables/concepts

2.      Major research findings using the theory

3.      Application of the theory to practical settings

4.      Strengths and weaknesses of the research study

Career Services Project - To fulfill the “capstone” course requirement, each student will prepare a job-hunting project with Austin Peay’s Career Services. The project will include: 1) complete a placement file at Career Services, 2) locate a job ad for your area, 3) prepare a cover letter for the job ad, and 4) prepare a professional resume. You’ll turn in a copy of your project to me and to the Career Services and get an official receipt (with a representative’s signature from the Austin Peay Career Services.)

 
            Telephone survey project OR content analysis project on California Recall Election – Since this is a class of mass communication theories, which is closely related to research, each student is required to devote 1 night (4 hours total) to a mass communication survey project as a telephone interviewer at the Communication Research Center (CRC) at MMC 187. I will make detailed announcement later during the semester. Alternatively, students can do a content analysis of media coverage of California recall election.  Detailed information about this project will be provided.

            Bonus Point – COMM 4010 Course Suggestions. This is meant to give you a last shot at improving your grade and it is OPTIONAL.

In summary, course grades will be based on the following:

Exam 1                                                10%

Exam 2                                    10%

Exam 3                                                15%

Exam 4                                                20%

Concept Quizzes                    10%

Theory Report                                    20%

Career Services Project          5%

Telephone survey or content analysis           10%

 Important Course Rules and Policies

1.      Disability note

Any student who has a disability that may affect his/her academic performance is encouraged to make an appointment with me t o discuss this matter, or you may contact Disability Services in the Clement Building, Suite 140 at 221-6230 (Voice) or 221-6278 V/TDD.

 2.      Attendance

Since this is an online class, regular attendance is not taken. However, you’re expected to check my lecture postings on a daily basis. My lectures may not necessarily be redundant with textbook materials and lecture notes will not be posted permanently on the course sites. If you miss classes, it’s your loss as exams will cover both textbooks and lecture materials. The bottomline is that if you miss many classes, you won’t learn the material and your grades will DEFINITELY suffer.

3.      Academic integrity

Cheating on exams or plagiarism or any form of violation of the University honor code is serious offense and will be dealt with appropriately ranging from a failing grade for an assignment, for the entire course to even expulsion from the University. The work you turn in must be entirely your own.

 4.      Late assignments

Late assignments will be accepted only under extreme circumstances on a case-by-case basis. 

5.      Incompletes

I don’t give them. The only way to qualify for consideration of an incomplete is for extreme cause to be determined on a case-by-case basis. 

Instructor’s Educational Philosophy

I believe that the major purpose of teaching is the nurturing of students’ curiosity, the logical and creative ways of thinking, and essential skills of observation and task execution that lead to life-long, self-initiated learning. In keeping with this philosophy, I will give you what you want to know and what I think you NEED to know, and provide as much intellectual stimulation as my abilities permit, but I also expect you to challenge me and to question my and other scholars’ assumptions. I expect you to take an active part in this learning process. I am “notoriously” good at getting you to worry more (to a certain extent), so don’t sit back and expect me to entertain you. In addition, learning involves more than memorizing facts and figures. The most useful learning, I think, is about how to think, both creatively and critically; how to find, use, and evaluate information; and how to express ideas effectively in writing and speech.

Final Note

            While I do not regularly lose things, I expect that you will make a copy of everything you give me. Should there be any dispute about what you turned in, I will expect to be able to ask for a xerox copy of the paper within a reasonably SHORT time period (same day as requested). If you are unable to produce one, I will consider this as evidence that the paper is not turned in at the assigned time. At any rate, the dollar it costs you to make a photostat is a small price to pay to insure the document on which you have spent a chunk of your life.

COURSE  SCHEDULE

 Note: The instructor reserves the right to make necessary changes about the schedule or assignments in the event of extenuating circumstances. You’re expected to read the latest announcements on a daily basis.