COURSE SPECIFICATION

PERFORMA

International Islamic University, Islamabad

Course Title Introduction to Mass Communication

Course Code GC 400
Program BS Psychology
Department Psychology
Faculty Social Sciences
Table of Contents
A. Course Identification
1. Credit Hours

B. Course Objectives and Learning Outcomes

1. Course Description
2. Course Main Objective
3. Course Learning Outcomes

C. Course Content

D. Teaching and Assessments

1. Alignment of course learning with Teaching and Assessments Methods
2. Assessments Tasks for Students

E. Student Academic Counseling and Support

F. Learning Resources and Facilities
1. Learning Resources
2. Facilities Required

G. Course Quality Evaluation

H. Specification Approval Data
A. Course Identification:
1. Credit hours: 03

2. Course Type:

a. University

b. Required
3. Level/semester at which this course is offered : BS 4Th semester

4. Pre-requisite for this course: None

5. Co-requisite for this course: None

6. Mode of Instructions:
No Mode of Instructions Contact Hours Percentage
1. Traditional classrooms 32 100
2. Blended - -
3. E-Learning - -
4. Distance Learning - -
5. Others - -

7. Course Objectives & Learning Outcomes

Course Description:

This course is written for students who need to learn basic concept in the discipline of mass
communication. They will acquire the basic knowledge about the communication field. The course
equally empowers them to join intellectual 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 communication and the functions and components of its various
media.

Course Aims :
The course aims at empowering every beginner 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, students should be able to:
1. Be fully exposed to the rudiments and basics of mass communication as a subset of human
communication.
2. Be acquainted with the contents and characteristics of various types of media of mass communication
as well as its adjunct.
3. Have been exposed to various forms, models, elements and nature of mass communication.
Course Outcomes:
To successfully complete this course, students are strongly advised to read the study units
provided as a course material and recommended texts. The recommended texts will give them
broader perspective and good understanding of the course. They will also required to do the self-
assessment exercises which they will find under every unit of this course. They will be required
to submit written assignments regularly. The TMA shall constitute them Continuous Assessment
for the course. At the end of the course, you will be required to write a final examination. The
course should take about 32 weeks in total to complete.

Course Outlines

1. Introduction to Communication
 Definition
 Types
 Characteristics
 Elements/Process
 Importance of communication in language interpretation

2. Mass Media Communication

 Types,
 features,
 characteristics,
 Importance of communication.

3. Verbal and Non Verbal Communication & Barriers

 Types of Verbal and Non verbal
 Colors, semantics, sign & symbols, gestures as non verbal communication
 Importance of speech, speaking in verbal communication
 Social, cultural and psychological barrier in communication

4. Functions of Mass Communication

 Surveillance
 Correlation
 Entertainment
 Cultural
 Conferment of Status
 Enforcement of Norms

5. Models of Communication
 Aristotle Model
 Lasswell Model
 Osgood and Schramm Model
 David Berlos Model
  Shannon and Weaver Model

6. Print Media
 History of print media,
 newspapers,
 magazines,
 books.

7. News Headline
 How to make news headlines (steps),
 functions,
 types,
 writing (newspaper & television)

8. Written Communication
 Importance of written communication (official and unofficial documentation)
 How to create email, its content and use of email as an official document

MIDTERMS

9. Theories of Mass Media

 The Knowledge Gap Theory
 Uses and Gratification Theory
 Magic Bullet Theory
 Agenda Setting Theory
 Two Step Flo Theory
 Spiral of Silence

10. Electronic Media (TV & Radio)

 Broadcasting, history and evolution of Radio
 Characteristics
 Scope and limitation of Radio

11. Television
 Characteristics
 Advantages
 Shift of paradigm from audio to visual broadcasting

12. Cinema/film
 History of film and cinema
 Motion pictures evolution
 Characteristics of motion pictures
 Videography
 3D animation

13. Advertisement
 Origin/ development
  Definitions
 Functions
14. Digital Media
 Advantages
 Disadvantages
 Limitations & scope
 Use of mobile phones, laptop, computers,
 Paradigm of traditional media towards digital media

15, Media Audiences

 Nature of Audiences
 Cultural, psycho-social, religious differences

TERMINALS

Helping Course Material:

Extra Course Helping Material books, articles, blog sites, web pages, brochures, pamphlets etc.
Media Material: Electronic : TV shows, News, Movies, Films, Serials, Dramas, Adapted
Moves/Films, Dramas, Documentaries

Print: News Papers, news articles, columns etc.

Other activities: Read a news articles or news column, and write down an article on
any one topic selected by student

Watch a video on any selective topic from course, and write down
summary or review on it.

Assessment Methods:

a) Assignments:
 Making assignment and presents on non-verbal communications on its different types
 Writing of an email, (select one topic and send email)
 Cover any university event as a news reporter and make news report on it.
 Making a pictures story (pictography or videography)
 How media helps connecting different people on one plat form, how media is important in
elimination of language barriers among different audiences

b) Quizzes:

c) 2 quizzes before mid-terms

d) 2 quizzes before terminal exam
Text Books/Recommended Books
 IJNet website [http://ijnet.org/]
 http://www.thefunctionalart.com/
 Social media… AJ+ , NowThis, Humans of New York
 English newspapers and media outlets