MASS COMMUNICATIONS
Mass Communications Major
Mass Communications Minor
Course Descriptions
Phelps Hall, Room 126 (507) 457-5474
Email: mscm@winona.edu
John Weis (Chairperson)
FACULTY
Ajit Daniel, Professor; B.A., St. Stephen’s College, Delhi University, India; B.S., Southern Illinois University-Edwardville; M.S., Southern Illinois
University-Carbondale; Ph.D., The Union Institute; 1982 –
Tom Grier, Assistant Professor; B.A., M.A., Winona State University; Ed.D., University of Minnesota; 1989 –
Drake Hokanson, Associate Professor; B.A., M.A., University of Iowa; 1997 –
Cindy Killion, Professor; B.J., University of Missouri-Columbia; M.A., University of Oklahoma; Ph.D., University of Oregon; 1992 –
Robin O’Callaghan, Assistant Professor; B.A., M.S., Winona State University; 2005 –
John Vivian, Professor; A.B., Gonzaga University; M.S.J., Northwestern University; 1981 –
John N. Weis, Associate Professor; B.S., Northern Illinois University; M.A., Vermont College of Norwich University; 1996 –
PURPOSE
Mass media are needed in a free society to inform, survey, protect, and enlighten. The mass communication faculty stresses developing communicators with a strong sense of their responsibility in serving the community and society. The faculty also provides practical experience in producing mass media content.
Practicing professionals are frequent guests. Mass communication students have many opportunities to apply theory to practice in laboratories, co-curricular, and extracurricular programs including:
• KQAL, a full-service, 1,800-watt departmental radio station serving an average weekly listening audience of 15,000.
• Bravura, a laboratory publication with a circulation of 17,000.
• Color television broadcast facilities in which students produce programs for a variety of audiences.
• Computerized reporting labs for writing projects and graphics projects.
• Campus chapters of the American Advertising Federation, International Association of Business Communicators, National Broadcasting Society (Alpha Epsilon Rho), Society for Collegiate Journalists, and National Press Photographers Association.
• Many other opportunities to work in student and professional media activities are available to students both on and off-campus.
Mass communication majors choose an option for their coursework in advertising, broadcasting, journalism, photojournalism, or public relations. The curriculum offers students opportunities to develop skills in oral, visual, and written communication; gain an understanding of media law, ethics, and theory; and receive theoretical and practical experience in an area of special interest.
To assist students in planning, the department prepares a list of planned courses for the next two semesters on an ongoing basis. Students may contact the Mass Communication department for a copy of this tentative schedule.
PASS/NO CREDIT (P/NC) COURSES
Except for internships, students must take all courses in their mass communication major or minor program on a grade-only basis. Courses offered on a pass/no credit-only or grade-only basis are so designated in the course descriptions.
ADDITIONAL GRADUATION REQUIREMENTS
For a checklist of the University’s graduation requirements, see page 23. Specific requirements for mass communication majors/minors are as follows:
• All mass communication majors must have a cumulative GPA of 2.5 or higher to graduate.
• Students must have a GPA of 2.5 or higher to register for most mass communication courses.
• Mass communication majors and minors must earn a grade of “C” or better in all mass communication courses and all additional courses taken to satisfy the requirements of a mass communication major.
• All mass communication majors must submit an assessment portfolio prior to graduation.
• To graduate from WSU with a mass communication degree in any option, a student transferring credits must satisfy requirements from the appropriate option including 12 credit hours earned at WSU in mass communication courses at the 300-level or above.
UNIVERSITY STUDIES FLAG REQUIREMENTS
Students may use flag courses to satisfy both University Studies and major requirements. Flag courses will usually be in the student’s major or minor program. The Mass Communication Department offers the following flag courses in the University Studies Program:
FLAG
Oral
MCOM 405 Mass Media Issues and Ethics (3)
Math/Critical Analysis
MCOM 300 Mass Media Law (3)
Writing
MCOM 232 News Writing (3)
MCOM 305 Mass Media History (3) MCOM 400 Mass Communication Theory (3) MCOM 450 International Broadcasting (3)
Flag courses that can be used to satisfy mass communication major/minor requirements are identified in the lists of required courses and electives in this section.
B.A. MAJOR Р MASS COMMUNICATION
42 S.H. (Minor Required)
Mass communication majors choose one of the five options for which the core requirements are the same.
CORE REQUIRED COURSES - MCOM (15 S.H.)
100 Mass Media and Society (3)
210 Visual Communication (3)
232 News Writing (3)
300 Mass Media Law (3)
405 Mass Media Issues and Ethics (3)
499 Electronic Assessment Portfolio (0)
ADVERTISING OPTION Р 42 S.H. (MCAD)
CORE REQUIRED COURSES (15 S.H.)
CORE ELECTIVES Р MCOM (3 S.H.)
Choose one:
305 Mass Media History (3)
400 Mass Communication Theory (3)
450 International Broadcasting (3)
ADVERTISING REQUIRED COURSES Р MCOM
(18 S.H.)
175 Mass Communication Computer Applications (3)
260 Advertising (3)
360 Advertising Copy Writing (3)
361 Advertising Media Selection (3)
362 Advertising Design (3)
460 Advertising Campaigns (3)
ADVERTISING ELECTIVES (6 S.H.)
Mass Communication – MCOM
205 Principles of Internet Communication (3)
215 Photocommunication (3)
220 Broadcast Writing (3)
226 Video/Multimedia Planning and Design (3)
240 Public Relations (3)
275 Publication Design (3)
356 Media and Society International (3)
408 Research in Mass Media (3)
461 Retail/Business Advertising (3)
Marketing – MKTG
300 Principles of Marketing (3)
323 Consumer Behavior (3)
BROADCASTING OPTION Р 42 S.H. (MCB)
CORE REQUIRED COURSES (15 S.H.)
CORE ELECTIVES Р MCOM (3 S.H.)
Choose one:
305 Mass Media History (3)
400 Mass Communication Theory (3)
450 International Broadcasting (3)
BROADCASTING REQUIRED COURSES Р MCOM
(18 S.H.)
120 Electronic Media (3)
220 Broadcast Writing (3)
225 Audio Production (3)
226 Video/Multimedia Planning and Design (3)
320 Television Operations (3)
425 Senior Seminar in Electronic Media (3)
BROADCASTING ELECTIVES Р MCOM (6 S.H.)
175 Mass Communication Computer Applications (3)
205 Principles of Internet Communication (3)
321 Topics in Television Production (3)
325 Broadcast Journalism (3)
326 Mass Communication Multimedia Applications (3)
356 Media and Society International (3)
399 Internship (3)
420 Electronic Media Management (3)
JOURNALISM OPTION Р 42 S.H. (MCJ)
CORE REQUIRED COURSES (15 S.H.)
CORE ELECTIVES Р MCOM (3 S.H.)
Choose one:
305 Mass Media History (3)
400 Mass Communication Theory (3)
450 International Broadcasting (3)
JOURNALISM REQUIRED COURSES Р MCOM (18 S.H.)
175 Mass Communication Computer Applications (3)
275 Publication Design (3)
332 News Gathering (3)
334 Feature Writing (3)
336 News Editing (3)
437 Publication Practicum (3)
JOURNALISM ELECTIVES Р MCOM (6 S.H.)
205 Principles of Internet Communication (3)
215 Photocommunication (3)
220 Broadcast Writing (3)
226 Video/Multimedia Planning and Design (3)
240 Public Relations (3)
310 Photojournalism (3)
345 Public Relations Writing (3)
356 Media and Society International (3)
408 Research in Mass Media (3)
430 Specialized Reporting (3)
PHOTOJOURNALISM OPTION Р 42 S.H. (MCPJ)
CORE REQUIRED COURSES Р MCOM (15 S.H.)
CORE ELECTIVES (3 S.H.)
Choose one:
305 Mass Media History (3)
400 Mass Communication Theory (3)
450 International Broadcasting (3)
PHOTOJOURNALISM REQUIRED COURSES Р MCOM (21 S.H.)
175 Mass Communication Computer Applications (3)
215 Photocommunication (3)
332 News Gathering (3)
275 Publication Design (3)
310 Photojournalism (3)
317 Photojournalism Practicum (3)
419 Senior Seminar in Photojournalism (3)
PHOTOJOURNALISM ELECTIVES Р MCOM (3 S.H.)
205 Principles of Internet Communication (3)
226 Video/Multimedia Planning and Design (3)
240 Public Relations (3)
260 Advertising (3)
319 Studio Photography (3)
334 Feature Writing (3)
336 News Editing (3)
356 Media and Society International (3)
408 Research in Mass Media (3)
419 Senior Seminar in Photojournalism (3)
437 Publication Practicum (3)
PUBLIC RELATIONS OPTION Р 42 S.H. (MCPR)
CORE REQUIRED COURSES (15 S.H.)
CORE ELECTIVES Р MCOM (3 S.H.)
Choose one:
305 Mass Media History (3)
400 Mass Communication Theory (3)
450 International Broadcasting (3)
PUBLIC RELATIONS REQUIRED COURSES Р MCOM
(21 S.H.)
175 Mass Communication Computer Applications (3)
240 Public Relations (3)
275 Publication Design (3)
332 News Gathering (3)
340 Public Relations Cases (3)
345 Public Relations Writing (3)
440 Public Relations Campaigns (3)
PUBLIC RELATIONS ELECTIVES Р MCOM (3 S.H.)
120 Electronic Media (3)
205 Principles of Internet Communication (3)
215 Photocommunication (3)
220 Broadcast Writing (3)
226 Video/Multimedia Planning and Design (3)
260 Advertising (3)
334 Feature Writing (3)
336 News Editing (3)
347 Public Relations Practicum (3)
356 Media and Society International (3)
361 Advertising Media Selection (3)
399 Internship (3)
408 Research in Mass Media (3)
B. A. MINOR Р MASS COMMUNICATION (MC)
21 S.H.
REQUIRED COURSES Р MCOM (9 S.H.)
100 Mass Media and Society (3)
210 Visual Communication (3)
232 News Writing (3)
ELECTIVES (12 S.H.)
Students must select 12 semester hours of credit from other mass communication courses.
COURSE DESCRIPTIONS (MCOM)
100 - Mass Media and Society (3 S.H.)
Sociological examination of the interrelationship of mass media and society in contemporary America.
115 - Photography Appreciation (3 S.H.)
An introduction to the art and expression of photography through lecture, photography assignments, discussion, and critique. Students complete photo assignments tied to major themes of the course using simple cameras and commercially-processed film. Emphasis on wide range of genres and important photographers and their work from 1839 to the present.
120 - Electronic Media (3 S.H.)
History, characteristics, philosophy, and impact of radio, television, cable, and the developing electronic mass media.
175 - Mass Communication Computer Applications (3 S.H.)
Basic computer skills for the mass media using page layout as well as image generation and image manipulation applications.
205 - Principles of Internet Communication (3 S.H.)
An overview of the specialized nature of communicating to mass audiences via the Internet. Students learn website development using Dreamweaver and Flash to communicate clearly and maintain interest while providing effective communication.
210 - Visual Communication (3 S.H.)
Basic visual communication theory and basic b&w photography including camera handling and darkroom experience. Students learn composition and design concepts in photography; they also learn to critically analyze visual communication pieces. Manual 35mm camera required.
215 - Photocommunication (3 S.H.)
An intermediate level course intended to provide the student with additional experience conceptualizing, producing, and talking about photographs. Prerequisite: MCOM 210.
220 - Broadcast Writing (3 S.H.)
Radio and television writing including commercial copy, feature programs, and news. Prerequisite: ENG 111.
225 - Audio Production (3 S.H.)
Design, technique, production, and presentation of audio programs. Prerequisite: MCOM 220.
226 - Video/Multimedia Planning and Design (3 S.H.)
An overview of the television/video and multimedia communication process with special attention to organizing, scripting, budgeting, equipment, and personnel. This course deals with essential pre-production planning.
232 - News Writing (3 S.H.)
Style and structure of news stories, news sources, newsroom practices and procedures, with reporting assignments for publication and broadcast. Prerequisite: ENG 111.
240 - Public Relations (3 S.H.)
Nature and role of public relations in a democratic society. Case problems and projects, including brochures/flyers; print, radio, and TV ads; newsletters; websites; and portfolios.
260 - Advertising (3 S.H.)
A survey course that serves as an introduction to advertising. The course covers the structure of the advertising industry, the process of creating and delivering an advertising message and the function advertising serves in our society. Includes a variety of practical application projects.
275 - Publication Design (3 S.H.)
Using desktop publishing software to learn layout, design principles, and processes for the print media. Prerequisite: MCOM 175.
300 - Mass Media Law (3 S.H.)
Major issues and survey of the media’s current legal status. Prerequisite: MCOM 100.
305 - Mass Media History (3 S.H.)
Development of the mass media including historiography, examination of movements and current research problems.
310 - Photojournalism (3 S.H.)
The photograph as a means of visual reporting. Lab required. Weekly critique. Prerequisite: MCOM 215.
311 - Topics in Mass Communication (3 S.H.)
The content and subject matter varies, depending on current events and issues of interest to Mass Communication students and faculty. All topics will relate directly to issues of special interest to the field at that time. Prerequisites: MCOM 100 and junior standing.
317 - Photojournalism Practicum (3 S.H.)
Practical hands-on applications of photojournalism concepts and theories in the form of news photography and photo stories for publication in print version of departmental laboratory publication and adapting print version for electronic dissemination. Prerequisite: MCOM 310.
319 - Studio Photography (3 S.H.)
Large-format camera photography with emphasis on studio techniques. Prerequisite: MCOM 215.
320 - Television Operations (3 S.H.)
Theory and practical experience in planning and creating television programs. Prerequisite: MCOM 226.
321 - Topics in Television (3 S.H.)
Advanced theory and practical experience in producing television programs. Prerequisite: MCOM 320.
325 - Broadcast Journalism (3 S.H.)
Reporting and presenting the news on radio and television. Topics include news writing, reporting, taping and editing; producing newscasts; broadcast news ethics. Prerequisites: MCOM 226 and MCOM 320.
326 - Interactive Media Production (3 S.H.)
Understanding and authoring multimedia and Internet communication messages for the mass media. Topics include equipment and software; selection, preparation, and programming of graphics, animation, sound and video; and specialized Internet communication in multimedia for the mass media. Prerequisites: MCOM 100 and MCOM 226.
332 - News Gathering (3 S.H.)
Interviewing, observation, and research as information-gathering methodologies; with reporting assignments for publication and broadcast. Prerequisite: MCOM 232.
334 - Feature Writing (3 S.H.)
Developing, writing, and marketing feature stories to a variety of media. Prerequisite: MCOM 332.
336 - News Editing (3 S.H.)
Operation of the newsroom including copy editing, gatekeeper decisions, headline writing, layout. Prerequisite: MCOM 332.
340 - Public Relations Cases (3 S.H.)
Examination of public relations as applied in business, industry, government, social services, and other organizations—for-profit and not-for-profit. The course teaches students about promotional and communications activities in the “real world.” Prerequisite: MCOM 240.
345 - Public Relations Writing (3 S.H.)
Preparing news releases; internal and external promotional materials; publications; newsletters; print, radio, and TV ads; brochures; websites; and other promotional activities. Prerequisite: MCOM 332.
347 - Public Relations Practicum (3 S.H.)
Practical experience in public relations tasks including writing or designing brochures; news releases; print, radio, and TV advertising; community affairs; and strategy development. Prerequisite: MCOM 240.
356 - Media and Society International (3 S. H.)
Involves study abroad. Designed to provide students with exposure to concepts and principles involved in understanding the interrelationship between the mass media and society in a country other than the United States. The course is similar in content to MCOM 100. In this case, however, the relationship being examined is specific to the country visited during that particular term.
360 - Advertising Copy Writing (3 S.H.)
The creation of effective advertising messages for newspapers, magazines, radio, television, and other mass media. The course emphasizes the writing of advertising copy and the coordination of visual and verbal concepts to achieve advertising objectives. Prerequisite: MCOM 260.
361 - Advertising Media Selection (3 S.H.)
Theories, problems, and practices related to advertising media evaluation and selection. Prerequisite: MCOM 260.
362 - Advertising Design (3 S.H.)
Principles and practices of advertising design with an emphasis on the design of effective advertisements in newspapers, magazines, direct mail, and alternative delivery systems. Prerequisite: MCOM 360.
399 - Internship (3 S.H.)
Departmentally approved, supervised practical experience in mass communication. Prerequisite: Departmental approval.
400 - Mass Communication Theory (3 S.H.)
Theories of mass influence on society and culture. Prerequisite: MCOM 100.
405 - Mass Media Issues and Ethics (3 S.H.)
Introduction to perspectives on ethics as applied to case studies and issues in advertising, broadcasting, journalism, photojournalism, and public relations. Prerequisite: MCOM 100 and senior standing.
408 - Research in Mass Media (3 S.H.)
Investigation and interpretation of mass media research; introduction to procedures for studying media, content, audience, and effects; problems in gathering theoretical and applied research data concepts. Prerequisites: MCOM 100 and junior standing.
409 - Independent Study (3 S.H.)
To meet the needs of the individual student. By previous arrangement only. Prerequisite: Junior standing. May be repeated for a total of 6 S.H.
419 - Senior Seminar in Photojournalism (3 S.H.)
A capstone experience in photojournalism which utilizes the breadth of previous knowledge gained in identifying and researching a selected issue appropriate to the field. Prerequisites: Senior standing and MCOM 317.
420 - Electronic Media Management (3 S.H.)
Techniques and organization for management of commercial, non-commercial, and industrial television, and radio. Prerequisite: MCOM 120.
425 - Senior Seminar in Electronic Media (3 S.H.)
Capstone experience in electronic media. Students research, plan, and write a major research paper or produce a radio, television/video, or multimedia program. Students also create a resume/portfolio. Prerequisites: Senior standing, MCOM 225, MCOM 226, and MCOM 320.
430 - Specialized Reporting (3 S.H.)
Interpretative writing, investigative reporting, editorial persuasion, and other topics. May be repeated for credit on a second topic. Prerequisite: MCOM 332.
437 - Publication Practicum (3 S.H.)
Practical hands-on application of journalism concepts and skills through team leadership, story generation, copy editing, page layout, and production of the departmental printed laboratory publication as well as editing for electronic dissemination. Prerequisites: MCOM 232, MCOM 332, and MCOM 336.
440 - Public Relations Campaigns (3 S.H.)
Implementation of theory and processes of public relations into business practices by analyzing situations, planning strategies, and facilitating public relations activities based on specific objectives. Includes practical campaigns for “real world” clients in conjunction with MCOM 460. Prerequisites: MCOM 340 and MCOM 345.
450 - International Broadcasting (3 S.H.)
Examine the structures, processes, functions, and significance of various international broadcasting systems and services. Emphasis is placed on the scope and complexity of such systems and their impact upon global understanding. Prerequisites: MCOM 100.
460 - Advertising Campaigns (3 S.H.)
Consideration and implementation of advertising principles in “real world” simulation using actual clients. Development of situation analysis, marketing strategy and multimedia advertising campaigns to achieve specific objectives in conjunction with MCOM 440. Prerequisites: MCOM 360, MCOM 361, and MCOM 362.
461 - Retail and Business-to-Business Advertising (3 S.H.)
This course focuses on how the principles of effective advertising are used by retail stores and businesses selling products and services to other businesses. Prerequisites: MCOM 360 and MCOM 362.
499 - Assessment Portfolio (0 S. H.)
For this arranged class, each student completes an assessment portfolio to fulfill a graduation requirement.
