MCCCD Program Description

Media and Society

Course: MCO120

First Term: 2012 Fall

Lecture 3 Credit(s) 3 Period(s) 3 Load
Subject Type: Academic
Load Formula: S

Description: Study of historical and contemporary roles of media and its pervasiveness in society as it relates to culture, politics and education.

MCCCD Official Course Competencies
1. Identify the models and theories of mass communication. (I) 2. Examine the history and development of mediated communication. (II) 3. Explain the importance of various media platforms as they impact producers and audiences. (III) 4. Explore the impact that technology plays in media content and delivery to a global society. (III, VII) 5. Analyze the effects that media have on society. (II, III, V, VI, VII) 6. Examine the principles and tools used in advertising and public relations, and the audience effects of persuasive media. (IV) 7. Examine and apply reasoning to identify media bias in news and commentary. (V, VI) 8. Describe the impact of market-driven media ownership and the commercial business model of U.S. mass media and their effects on a democratic society. (VI) 9. Explain the importance of the First Amendment and the function of journalism in the evolution of American mass media and democracy. (V) 10. Compare the American media to those in other countries. (VII)
MCCCD Official Course Competencies must be coordinated with the content outline so that each major point in the outline serves one or more competencies. MCCCD faculty retains authority in determining the pedagogical approach, methodology, content sequencing, and assessment metrics for student work. Please see individual course syllabi for additional information, including specific course requirements.

MCCCD Official Course Outline
I. Mass communication models A. From source to receiver B. Theories C. Media framing, filtering D. Approaches to analyzing messages II. Historical narrative A. Scribes B. Renaissance and Reformation C. Print 1. Books 2. Magazines 3. Newspapers D. Photography and film E. Broadcast 1. Radio 2. Television F. Music III. Media platforms and technological advancements A. Customization of message B. Target audiences C. Impact of Internet 1. Social networking 2. Distribution of media products IV. Persuasive media A. Advertising B. Public relations V. Journalism A. Function of news 1. Information 2. Entertainment/satire 3. Commentary/opinion B. Pioneers in journalism C. Industry changes VI. Economics of media A. Mergers and business models B. Media bias in the marketplace C. Intellectual property rights D. Employment trends VII. Global impact of mass media A. Mass media systems B. Cultural context

MCCCD Governing Board Approval Date: 6/26/2012

All information published is subject to change without notice. Every effort has been made to ensure the accuracy of information presented, but based on the dynamic nature of the curricular process, course and program information is subject to change in order to reflect the most current information available.