Mac 121

COVENANT UNIVERSITY
COURSE COMPACT (2010/2011 SESSION)
College: College of Development Studies

Department: Department of Mass Communication
Programme: Department of Mass Communication
Course Code: MAC 121
Course Title: Introduction to Mass Communication II
Units: 2 Units
Course Lecturers: Dr. Oyero O. S. & Office No: E401 CDS &
Miss Igbinoba A. D204F CDS
Semester: Omega
Time: Friday, 8 - 10am
Location: H 401
COURSE DESCRIPTION: It builds on part 1 of the course by advancing into a study of

the development and growth of media of mass communication media such as newspaper,
radio, television and motion pictures.
COURSE OBJECTIVES: At the end of this course, students should be able to:
I. Explain the relationship among, communication, media and culture.
II. Describe the current trends in mass communication
III. Trace the growth of the media of mass communication.
IV. Discuss the impact of mass media on the society.
V. List and explain the era of mass communication theory.
METHOD OF TEACHING / TEACHING AIDS

This course will be instructed through lecture method (with instructional multi-media
media), individual and group methods.
MODULE 1: MASS COMMUNICATION AND CULTURE: THE INTERFACE
Wks
1 Introduction: Mass Communication, Culture and Mass Media
MODULE 2: THE PRINT MEDIA
2 Development of Books, Trends and Convergence in Book Industry
3 History of Newspaper, Newspaper as advertising medium, Convergence in newspaper
publishing
4 The Growth of Magazine, Decline of Mass Circulation, Magazine in Digital age
MODULE 3: THE ELECTRONIC MEDIA
1
5 Film: History, Function of Film, Development of Themes and Styles
6 Development of Radio, Nature of Radio, Radio as a Contemporary Medium
7 MID-SEMESTER EXAMINATION
8 The birth of television
9 Cable and Other Multi-Channel Services
10 Brief History Internet, Internet influence on traditional mass media
MODULE 4: ADJUNCTS OF MASS COMUNICATION
11 History of Public Relations, Activities, and Media
12 Advertising: A Short History, Agency, Media, Criticism and Control
13 Theory and Effects of Mass Communication
METHOD OF GRADING
Mid-Semester Test -10%; Assignment - 20 %, Total 30 Examination -70% Total - 100%
CLASS BEHAVIOUR
 Students are expected to be punctual in class and sign the attendance sheet. No
student shall be allowed into the class when it is 15 minutes into the lecture period.
 Signing attendance register for someone is a serious offence. Both parties
involved shall bear the punishment.
 In no wise shall there be make-up test. Please take note.
 Late submission of assignments shall not be entertained.
 Maximum attention and decorum are required in this class. So, no form of
distraction- side talks, going out to use the convenience room, chewing of gum etc,
shall be allowed.
ASSIGNMENT/ STUDENT ACTIVITIES

This will be annouced in class
ALIGNMENT WITH COVENANT UNIVERSITY VISION /GOALS

The understanding of the nature of media of mass communication is as an essential need
of a good leader. This course equips students with requisite knowledge of the dynamics
of mass communication media so as to relate appropriately with them when the need
arises.
CONTEMPORARY ISSUES/INDUSTRY RELEVANCE

The propensity for history to be cyclical makes the study of historical and cultural
contexts of media very important. Knowing what happened years ago might help us
understand what is going on now and what the future holds.
2
REFERENCES
Baran, S. J. (2010). Introduction to Mass Communication: Media Literacy and Culture

(3rd ed.). New York: McGraw-Hill.
Bittner, J. R. (1989). Mass Communication: An Introduction. New Jersey: Prentice Hall.
Dominick, J.R. (2005). The Dynamics of Mass Communications: Media in the

Digital Age. (8th Ed). New York: McGraw Hill.
Defleur, M. L. and Dennis, E. E. (2002). Understanding Mass Communications

Boston: Houghton Mitthin.
Wilson, J.R and Wilson, S.R. (2001). Mass Media, Mass Culture: An Introduction:
New York: McGraw Hill.
Kaye, B.K and Medoff, N.J. (2001). The World Wide Web: A Mass Communication
Perspective. California: Mayfield Publishing Company.

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COVENANT UNIVERSITY

COURSE COMPACT (2010/2011 SESSION)

College: College of Development Studies

COURSE DESCRIPTION: It builds on part 1 of the course by advancing into a study of

METHOD OF TEACHING / TEACHING AIDS

Mid-Semester Test -10%; Assignment - 20 %, Total 30 Examination -70% Total - 100%

ASSIGNMENT/ STUDENT ACTIVITIES

ALIGNMENT WITH COVENANT UNIVERSITY VISION /GOALS

CONTEMPORARY ISSUES/INDUSTRY RELEVANCE

Baran, S. J. (2010). Introduction to Mass Communication: Media Literacy and Culture

Bittner, J. R. (1989). Mass Communication: An Introduction. New Jersey: Prentice Hall.

Dominick, J.R. (2005). The Dynamics of Mass Communications: Media in the

Defleur, M. L. and Dennis, E. E. (2002). Understanding Mass Communications

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