LICCSAL BUSINESS COLLEGE

DEPARTMENT OF JOURNALISM AND MEDIA STUDIES

MODULE NAME: INTRODUCTION TO JOURNALISM[JLS]

LECTURER-IN-CHARGE: MOHAMED TURAY

EMAIL: [email protected]

CONTACTS: +23288324752/+23279205760/+23232751116

CONTENTS:

 Introduction
 What you will learn in this Course
 Course Aims
 Course Objectives
 Working through this Course
 Course Materials
 Study Units
 Textbooks and References
 The Assignments File
 Assessment
 Tutorial-Marked Assignment [TMA]
 Final Examination and Grading
 Course Marking Scheme
 Overall of Course/Presentation Schedule
 How to Get the Most from this Course
 Summary
Introduction:

The code of this course is while the title is INTRODUCTION TO MASS

COMMUNICATION. This is a course that ushers you into the discipline of mass
communication and gives you a concise and appreciable understanding of the
concept of mass communication and its position and role in society. The course is
packaged on a global scale with a view to positioning the students on a pedestal
that would make them as par with any entrant into the field of mass
communication anywhere in the world.

Every attempt is made here to balance the print and electronic dimensions of the
discipline. Most of the course contents are packaged with the understanding that
most of the readers are not professionals in the field of communication but rather
beginners who are mostly first year undergraduates and are entirely new in the
discipline.

This course guide gives you the required information about this course which
includes the course structure, aims and objectives of the course, how you will be
assessed and examined and time schedule for each of the assignment and other
course related activities.

What You Will Learn in this Course:

This course will aid students who need to learn basic concepts in the discipline of
mass communication. You will acquire the basic knowledge about the
communication field. The course equally empowers you to join intellectuals
discourse on the nature, functions and effects of mass communication in the
society.

By this course, students will gain the basic understanding of mass communication
as a form of human commination and the functions and components of its various
media.
Course Aims:

The course aims at empowering students in the field of mass communication with
the rudimentary knowledge of the complex nature of mass communication, its
media and adjunct. Besides, the course aims at exposing the students to the
process, nature and forms of mass communication as a subset of human
communication.

Course Objectives:

At the end of the course, you should be able to:

 Be fully exposed to the rudiments and basics of mass communication as a

subset of human communication.
 Be acquainted with the contents and characteristics of various types of
media of mass communication as well as its adjunct.
 Have been exposed to various forms, models, elements and nature of mass
communication.

Working through this Course:

To successfully complete this course, you are strongly advised to read the study
units provided as a course material and recommended texts. The recommended
texts will give you broader perspective and good understanding of the course. You
are also required to do the self-assessment exercises which you will find under
every unit of this course.

You will be required to submit written assignments listed under the Tutor-Marked
Assignment [TMA] section of this course material. The TMA shall constitute your
Continuous Assessment for the course. You will be told which of them to submit
at a particular time.

At the end of the course, you will be required to write a final examination. The
course will take about 12 to 15 weeks in total to complete each semester.
Course Materials:

The major materials you will need for this course are:

 Course Guide
 Study Units broken down into twenty (20) of four modules
 Assignments File
 Relevant textbooks including the recommended ones
 You may be required to read newspapers and magazines, and monitor
news and programs on TV and Radio

Study Units:

MAC is a three-unit packaged in four modules of twenty units. The modules and
units are listed below:

Module 1 Fundamentals of Communication

Unit 1: Understanding the Concept of Communication and Mass Communication

Unit 2: Nature and Characteristics of Communication

Unit 3: Elements of the Communication Process

Unit 4: Models of Communication

Unit 5: Theories of Mass Communication

Unit 6: Functions of Mass Communication

Module 2 Forms and Context of Communication

Unit 1: Verbal Communication

Unit 2: Non-Verbal Communication

Unit 3: Intra and Interpersonal Communication

Unit 4: Group and Public Communication

Unit 5: Cross Culture/International Communication

Module 3 Media of Communication

Unit 1: Print Media: Books, Newspaper, Magazine etc.

Unit 2: Book Publishing

Unit 3: Broadcast Media: Television and Radio

Unit 4: Narrowcast Media: Film and Cinema, Cable Television

Unit 5: Online Media: Online Newspaper and Magazines, Internet Radio etc.

Module 4 Adjunct/Impact of the Mass Media

Unit 1: Concept, Development and Functions of Public Relations

Unit 2: Concept, Development and Functions of Advertising

Unit 3: Effects of Mass Media on the Society

Unit 4: Media Effects Theories

Textbooks/References:
  Baran, S.J (2002). Introduction Mass Communication. New York: McGraw
Hill.
 Berko, W. & W. (1989). Communicating. New Jersey: Prentice Hall.
 Bitner, R. (1989). Mass Communication: An Introduction. New Jersey:
Prentice Hall.
 Houghton Mifflin.
 Hybels, S. & Weaver I. (2001). Communicating Effectively. Boston: McGraw
Hill.
 Sambe, J.A (2005). Introduction to Mass Communication Practice in Nigeria.
Ibadan: Spectrum Books.

The Assignment File:

Assessment file will be made available to you. In the file, you will find details of
the work you must submit to me for marking. There are two aspects of the
assessment of this course: the tutor marked and the written examination. The
marks you will obtain in these two areas will make up your final marks. The
assignments must be submitted to me for formal assessment in accordance with
deadlines. The works you submit to me as assignment will count for 30% of your
total score.

Tutor-Marked Assignment:

You will have to submit a specified number of the (TMAs). Every unit in this
course has a tutor-marked assignment. You will be assessed on four of them but
the best three performances from the (TMAs) will be used for your 30% grading.
When you have completed each assignment, send it on my email
[email protected] and try to confirm if I have received your
assignment. If for any reason you cannot complete your work on time, contact me
for a discussion on a possibility of an extension. Extensions will not be granted
after the due dates unless under exceptional circumstances.

Final Examination and Grading:

The final examination will be a test of three hours. All areas of the course will be
examined. Find time to read the units all over before your examinations. The final
examination will attract 70% of the total course grade. The examination will
consist of questions, which reflect the kinds of self-assessment exercises and
tutor-marked assignment you would have previously encountered. And all aspects
of the course will be assessed.

Course Marking Scheme:

The following table sets out how the actual course marking is broken down.

Assessment Marks
Four assignments (the best four of the Four assignments, each marked out of
assignments submitted for marking). 10%, but highest scoring three selected,
thus totaling 30%.
Final Examination 70% of overall course score.
Total 100% of course score.

Course Overview and Presentation Schedule

Unit Title of Work Weeks Activity Assignment

Module 1
1 Understanding the Week 1 Assignment 1
Concept of Mass
Communication
2 Nature and Week 2 Assignment 2
Characteristics of
Communication
3 Elements of the Week 3 Assignment 3
Communication
Process
4 Models of Week 4 Assignment 4
Communication
5 Theories of Mass Week 5 Assignment 5
Communication
6 Functions of Mass Week 6 Assignment 6
Communication
Unit Title of Work Weeks Activity Assignment
Module 2
1 Verbal Week 7 Assignment 7
Communication
2 Non-Verbal Week 8 Assignment 8
Communication
3 Intra and Week 9 Assignment 9
Interpersonal
Communication
4 Group and Public Week 10 Assignment 10
Communication
5 Cross Culture/ Week 11 Assignment 11
International
Communication

Unit Title of Work Weeks Activity Assignment

Module 3
1 Print Media: Week 12 Assignment 12
Books,
Newspaper,
Magazine etc.
2 Broadcast Media: Week 13 Assignment 13
Television and
Radio
3 Narrowcast Media: Week 14 Assignment 14
Film, Cinema,
Cable Television
4 Online Media: Week 14 Assignment 15
Online Newspaper,
Online Magazines,
Internet Radio etc.

Unit Title of Work Weeks Activity Assignment

Module 4
1 Concept, Week 14 Assignment 16
 Development and
Functions of PR
2 Concept, Week 15 Assignment 17
Development and
Functions of
Advertising
3 Book Publishing Week 15 Assignment 18
4 Media Effects Week 15 Assignment 19
How to Get the Most from this Course:

In distance learning, the study units replace the university lecture. This is one of
the great advantages of distance learning. You can read and work through
specially designed study materials at your own pace, and at a time and place that
suits you best. Think of it as reading the lecture instead of listening to the
lecturer.

Summary:

This course overview has provided an overall of what to expect in the course of
this study. It is hoped that you will find it very useful. Wishing you the very best in
this course.

WEEK 1

MODULE 1 FUNDAMENTALS OF COMMUNICATION:

UNIT 1: Understanding the Concept of Communication and Mass Communication

CONTENTS:

 Introduction
 Objectives
 Main Contents

What is Communication?
Communication is a common phenomenon that cuts across the daily activities of
human being. As food and water are very important to man’s survival, so
communication. It is always a unique feature that differentiates the living from
the dead. Obilade (1989) defines Communication as a process that involves the
transmission of message from a sender to the receiver.

A group of Nigerians Communication scholars namely Babatunde Folarin, Dayo

Soola, Isaac Ode, Frank Ugboajah, variously define communication as follows:

 Any means by which a thought is transferred from one person to another

(Folarin 2003).
 The process by which any person or a group shares and impacts
information with/to another person (or group) so that both people (and
groups) clearly understand one another (Soola 2000).
 Not just giving of information, it is the giving of understandable information
and receiving and therefore, the transferring of a message to another party
so that it can be understood and acted upon (Ode 1999).
 The process which involves all acts of transmitting messages to channels
which link people to the languages and symbolic codes which are used to
transmit such messages. It is also the means by which such messages are
received and stored. It includes the rules, customs and conventions which
define and regulate human relationships and events (Ugboajah 2001).
 In it simplest form, however, Communication is the transmission of a
message from a source to a receiver…or the process of creating shared
meaning (Baran 2004:4).

Understanding Communication:

It has been shown that there exist various definitions for communication, as there
are different disciplines. While some definitions are human centered, others are
not. For example, communication systems may incorporate computers, as well as
less sophisticated reproducing devices such as photocopiers. A photocopier may
see communication as a meaning different thing from the way a marketer
perceives it. Similarly, a gospel preacher may think communication is something,
which is of course different from what a journalist thinks it is.
Therefore, there is no single definition of communication agreed upon by
scholars. Psychologists, sociologists, medical practitioners, philosophers and
communication specialists, all define communication based on their orientation
and perspectives.

Psychologists define communication as “the process by which an individual (the

communicator) transmits stimuli, (usually verbal symbols) to modify the behavior
of the other individuals (communicates).” This definition describes what many
extension workers and change agents hope to achieve. Sociologists see
communications “as the mechanism through which human relations exist and
develop.” Some people define communication rather narrowly, saying
“communication is the process whereby one person tells another something
through the written or spoken word.” This definition, from a book written by a
journalist, seems reasonable for those in that field. So, book written by a
journalist seems reasonable for those in that field. So, there are definitions of
communication as there are various disciplines.

Communication is from a Latin word- COMMUNIS, which means common or

shared understanding. Communication therefore is a purposeful effort to
establish commonness between a source and a receiver (Schramn 1965).
Whatever is being shared could be associated with knowledge, experience,
thought, ideas, suggestion, opinions, feelings etc. We will define communication
here as the process of exchanging or sharing information, ideas and feelings
between the sender and the entire receiver.

Communication is very central to all human activities; this is because everything

we do or do not, communicate. Communication is the key around which human
life revolves. Communication is also innate – every man is born with the ability,
from childhood, we learn to communicate by crying, smiling, kicking etc.

Communication is dynamic, ongoing and ever changing. Communication is made

up of activities of interrelated elements which continue to function in the
communication process. The fact is that the word communication is
encompassing, ambiguous and pervasive. These three words capture the
universal nature of communication and make everyone think they know
something about communication.

SELF ASSESSMENT EXERCISE 1:

 All living animals communicate. Do you agree? Justify your position.

 What makes human communication different from that of other animals?

Functions of Communication:

Communication performs diverse kinds of functions. We will look at the following

 Social interaction: human interaction is possible because we can

communicate. We relate with friends, parents, colleagues etc. because we
share codes that make us understand each other. Without communication,
this will not be possible to achieve.
 Business and Trade: communication provides opportunity to transact
business and engage in trade. We are able to make known what we are
offering for sales and what we want to buy. We also negotiate the prices,
mode of delivery etc. through communication.
 Exchange of Ideas and Spread of Knowledge: we express freely our ideas,
opinions and feelings on issues affecting us. We also share knowledge as we
engage in discussion and write books. In classroom situation, a teacher is
able to impact knowledge into students through communication.
 Socio-Political Development: Development is made possible through
communication. Communication helps to mobilize people to work together
for their social and political development.
 Social-Cultural Integration: Communication enables exchange of cultural
and values. Through music, interactions in communities, we are able to
learn one another’s cultures and blend for harmonious co-habitation.

Function Meaning of Communication:

Communication could be defined based on its perceived functions. Severin and

Tankard (1980) highlights some of the basic differences in the way
communication has been perceived. They grouped these into three major areas:
  Definitions that stress sharing
 Definitions that stress intentional influence and
 Definitions that include any kind of include or response (with or without
intent)

Definitions that Stress Sharing:

A number of scholars’ defined communication in relation to its etymology hence,

communication is seen as a concept of sharing or making common. One of such
definitions is Cherly et al (1982) which says that it is “the process of sharing
thoughts, ideas and feelings with each other in commonly understandable ways.”
Similarly, Bennett (1976) refers to communication as the process of sharing
meaning through the use of symbols.

Definitions that Stress International Influence:

Another school of thought suggests that communication is mainly dependent on

persuasion. Horne et al (1965) lend credence to this when they stated that
“communication is the process through which a person motivates and influences
others to control and modifying their behaviors.” Keagan (1980) refers to
communication as “all forms of information transfer and persuasion concerning a
product."

Definition that include any kind of influence or response (with or without

intent):

These definitions could also be referred to as “all inclusive” definitions. As

Lederman (1977) puts it: Communication is a word used to refer to multitude of
activities in which people engage such as talking, touching, writing, looking etc.”
Luthans (1985) opines that “communication means the flow of material
information, perception and understanding between various parts and members
of an organization.”

A second look at the aforementioned functional definitions would show that each
of them serves some useful purposes despite their inherent weaknesses. For
instance, the belief that the essence of communication is based on persuasion
may be true in some cases but definitely not in every situation. When a piece of
public service announcement is made in the broadcast media or print media, the
goal may not necessarily be to persuade the public into believing the message but
simply to inform them. However, this does not mean that, we don’t have
occasions when communication is designed mainly to persuade the listeners or
reading public. This is true of advertisement and public relations activities.

From the fore-going, we can conclude here that, communication can serve a
number of different functions like information, education, entertainment,
persuasion, and so on.

SELF ASSESSMENT EXERCISE:

 Give your own definition of communication based on your perceived functions.

What is Mass Communication?

Mass Communication is a means of disseminating information or message to a large,

anonymous, and scattered heterogeneous masses of receivers who may be far removed from
the message sources through the use of sophisticated equipment. In other words,
communication is the sending of message from a mass medium to a large number of people.

Mass Communication represents the creation and sending of a homogeneous message to a

large heterogeneous audience through the media. Mass Communication studies the uses and
effects of the media by many as opposed to the study of human interaction as in other
communication contexts.

Stanley Baran defines Mass Communication as the process of creating shared meaning between
the mass media and their audience. Also, John Bittner defines Mass Communication as
messages communicated through a mass medium to a large number of people.

One needs to underscore the underlying fact that what is common in every definition of mass
communication anywhere in the world is that it is communicated through a mass medium. In
other words, for any message to be regarded as being mass communicated, it must be
disseminated through a mass medium like Radio, Television, Newspaper and Magazine.

Mass Communication can also be defined as a device by which a group of people working
together transmits information to a large heterogeneous and anonymous audience
simultaneously. It is a process by which information originates from the source to the receiver,
having been thoroughly filtered and transmitted through a channel (Sambe 2005: 29)
SELF ASSESSMENT EXERCISE 3:

 What makes Mass Communication to be Mass Communication?