COMM 4010 Communication Theory

TuTh 11:00am - 12:15pm   SB    E 106

Fall 2001 Syllabus (3 credits)

Instructor:                   Dr. Weiwu Zhang                                               

Office:                         MMC 169 AND/OR MMC 187 (CRC) 

Office Hours:             MW noon – 1:00pm, TuTh 12:30 – 1:30pm, and by appointment              

Office Phone:             221-7973

Fax:                             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 discuss media content, individual, organizational, and social forces that shape news media content, and most importantly, 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 Readings

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

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

Recommended Readings

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

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

Assignments and Grading

Exams - There will be 4 exams during the semester. The format of the exams will vary between multiple choice, short answer questions, or essays. The first exam tests your general knowledge of communication theory and social science research methods; the second exam focuses on various forces that shape mass media content; and the third and the fourth concentrates on media effects. Exams will consist of materials from lectures, textbooks, and other assigned readings. Note that the exams are not cumulative, so each focuses on the material from that particular unit.

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

Theory Report/Presentation – Each of you will write a communication theory critique during the semester and present it at the end of 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.      Criticism of the theory

Career Services Project - To fulfill the “capstone” course requirement, each student will prepare a job-hunting project with the Career Services at Austin Peay. 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.

Attendance/Participation - Your attendance is MANDATORY. It’s also in your best interest to be in class. First, a lot of materials in my lectures are not redundant with assigned readings or not even covered in the textbooks, and exams will cover materials both in lecture and the texts. Second, in-class concept quizzes are given from time to time, if you skip class on a quiz day, it is your loss. In addition, if you are absent from class, I will not provide my lecture notes. You must get them from another student in the class. I will also refrain from “spoon feeding” lecture materials during office hours to compensate for unexcused absences.

If an emergency arises, notify me BEFORE class. Very rare emergencies do not allow for a phone call to let me know before the missed class.

The bottomline is that if you are absent from class, you will NOT learn the material and your course grade will DEFINITELY suffer. You’ll lose all participation points after 5 unexcused absences.

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

Exam 1                                              15%

Exam 2                                              15%

Exam 3                                              15%

Exam 4                                              15%

Concept Quizzes                       10%

Theory Report Presentation            20%

Career Services Project            5%

Attendance/Participation            5%

Final grades will be based on a scale with various cut-off points determined on a curve. To get a passing grade, you must take part in each exam on the scheduled date.  You must notify me 24 hours prior to, or 24 after a scheduled exam and show me a written documentation to qualify for a make-up exam. If the exam schedules conflict with a religious holiday or existing travel plans, bring this to my attention by the end of the first week of class so we can make some mutually convenient arrangements. Having more than one exam on the same day is not a legitimate reason to miss an exam in this course. After the first week of class, only those with a formal, written excuse from a doctor will have exams rescheduled. Any others who miss an exam will receive a zero for that exam and, most likely, fail the course.

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). 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 and discussion topics will frequently be taken from recent media content, thus you will be in a better position understanding the concepts/theories discussed in class if you already picked them up from the mass media.

Websites for Some Media Organizations:

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

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 to 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.      Disruptive behavior

DON'T DO IT! For information concerning what constitutes disruptive behavior, please refer to your "Student Handbook.” Particularly, don’t be late for class. It’s very distracting to other students. The bottomline is that you CANNOT come into the classroom later than I do.

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

All assignments are due at the beginning of class on the days designated on the schedule. Late assignments will be accepted only during the one week following the date on which they were due, and the grade will be reduced by half grade (e.g., a B paper receives a B-). No assignments will be accepted after 7 days beyond the due date. Printer problem is NOT a reason for turning in your work late.

5.      Extra credits

There might be opportunities for you to participate in some research project during the semester to earn some extra credits through the Communication Research Center (CRC) at the Department of Communication and Theater as a telephone interviewer. It can help you a bit if you have borderline grades, but the extra credit session is NOT a replacement for any major assignment.

6.      Make-up exams

Not likely. No make-up exams will be given, except in the cases of family emergency, incarceration, official University business, or other life-threatening situations. Notify me as soon as possible and provide written documentation. If you fail to inform me of the situation, you will receive zero for the exam.

7.      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. 

Survival Tips for the Course

1.      Your major assignment for the course is READING. So keep up with your reading and actively participate in class discussions. NEVER do the last minute cramming!

2.      Refer to this syllabus often and adhere to the course policies so that the administration of the course is clear and fair to everyone.

3.      Learn to take good notes.

4.      Make the most of my office hours. Keep in mind that I get paid to help you. Do not wait until the end of the semester. Usually by then I can do little.

5.      Make clear distinction between opinionated argument and evidence and provide both your claims AND the evidence that either supports or disputes your claims.

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 was 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