UNCA Catalog: Courses of Instruction
UNCA Catalog: Table of Contents

Mass Communication (MCOM) and Visual Media Production (VMP)

Professor Hantz (Chair); Professors Mitchell, West; Associate Professor Diefenbach

Because the mass media permeate American society, the ability to make critical evaluations of media content and technology has become an essential survival skill. In keeping with UNC Asheville's liberal arts mission, students majoring in Mass Communication study the mass media and their social context, mastering introductory print and video skills.

The Mass Communication major prepares graduates for successful lifetime careers in television and journalism. It also prepares students for graduate school, the law, corporate management, teaching and other fields that demand the ability to do a complex analysis and communicate the results.

The Mass Communication Department provides UNC Asheville with faculty experts on the mass media. These experts staff interdisciplinary courses and teach Integrative Liberal Studies courses in Mass Communication. They also serve the public by doing research on the mass media, communicating research results and lending their knowledge to community endeavors related to mass communication.

Mass Communication Major Requirements

1. Required courses for the major 32 hours as follows: MCOM 201, 301, 390, 490, 492, 494; VMP 205, 303, plus 6 hours elected from odd-numbered Mass Communication or Visual Media Production courses and 6 hours elected from even-numbered Mass Communication courses at the 300 or 400 level.
2. Required course outside the major--PHIL 301.
3. Other departmental requirements--Mass Communication degree candidates demonstrate competence through successful completion of academic and professional projects and activities. Competence is expected in at least one of these areas: (1) Print media, (2) Video and film media, (3) Communication research. Specific requirements and procedures for documenting these should be obtained from the department chair. Computer competence is demonstrated through successful completion of MCOM 201. Oral competence is demonstrated through successful completion of MCOM 494.

Declaration of Major

Students interested in the Mass Communication major should meet with a member of the Mass Communication faculty to learn about the program. A student may formally declare a major in Mass Communication after having completed LANG 120 requirement, and after having completed MCOM 201 with a grade of C or better. Students meeting these criteria must obtain a signed Declaration of Major form from the department chair.

Minor in Mass Communication

19 hours distributed as follows: MCOM 201 or VMP 205; MCOM 301 or VMP 303; one course from MCOM 390, 490, 492; 6 hours elected from even-numbered MCOM

300-400-level courses, and 6 hours from odd-numbered MCOM or VMP 3200-400-level courses.

Courses in Mass Communication

101 Understanding the News Media (3)

A study of the structure and function of news media in society. Course covers the major theories of the press, the relationships between the news media and American historical developments, and mediated interpretations of contemporary issues in society. Fall.

102 Media Entertainment and American Culture (3)

An investigation of the historical development and contemporary status of entertainment media in America. Problems related to the depiction of culture and subcultures are analyzed within the framework of media access and control. The impact of entertainment media content on attitudes, beliefs and values is examined in the context of specific political and social issues. Spring.

201 Newswriting (3)

Gathering and writing information in a fair and accurate manner suitable for presentation in the media. Developing the ability to write under deadline pressure. Prerequisite: completion of LANG 120. Fall and Spring.

269 Communication for Management (3)

A study of managerial communication designed to help the student use language as a management tool. Prerequisite: freshman composition requirement. Spring.

301 Newspaper Workshop (1)

Use of personal computers and small-format publication tools to write, edit and produce a student-edited campus newspaper. Prerequisite: MCOM 201; or permission of instructor. Fall and Spring.

311 Newspaper Workshop II (1)

Continuation of MCOM 301. Use of personal computers and small-format publication tools to write, edit and produce a student-edited campus newspaper. Prerequisites: MCOM 201, 301. Does not count toward major. Fall and Spring.

313 Newspaper Workshop III (1)

Continuation of MCOM 311. Use of personal computers and small-format publication tools to write, edit and produce a student-edited campus newspaper. Prerequisite: MCOM 311. Does not count toward major. Fall.

321 Editing (3)

Computer-assisted copy reading and headline writing, news judgment, fact checking, libel law. Prerequisite: MCOM 201; or permission of instructor. Odd years Fall.

325 Opinion Writing (3)

Writing for the mass media. Reviews, editorials, columns, commentaries. Prerequisite: MCOM 201; or permission of instructor. Even years Spring.

341 Layout and Design (3)

An introduction to computer design for print media. Software applications for text, photography and graphics. Typography, studies in composition, color, line, page layout and image selection, and cropping. Prerequisite: completion of 6 hours in Mass Communication; or ART 100; or permission of instructor. Fall.

343 Communication Strategies in Advertising (3)

Principles and practices of advertising, with emphasis on advertising copy writing, copy testing and research methods, and a consideration of ethical problems. Prerequisites: Mass Communi cation majors: MCOM 201 or 205; or permission of instructor. Management majors: MGMT 220, 350; or permission of instructor. Odd years Fall.

345 Public Relations (3)

Principles and practices of public relations, with emphasis on identifying special publics, working with the media and planning of an overall public relations program, all in a context of ethical behavior. Prerequisites: Mass Communication majors: MCOM 201 or 205; or permission of instructor. Management majors: MGMT 220, 350; or permission of instructor. Even years Fall.

362 Women and Minorities in Media (3)

This course will examine the employment practices of the mass media within an organizational framework. It will also consider media portrayals of women and minorities, and women's and minority issues in terms of mass media effects. Prerequisite: MCOM 201 or 205; or permission of instructor. Even years Spring.

364 19th-Century Newspaper Women (3)

A study of the way in which the many women who worked for American newspapers in the 19th century understood their roles as defined by the 19th century ideology of the Cult of True Womanhood. Prerequisite: MCOM 201 or 205; or permission of instructor. Odd years Fall.

367 Magazine Writing Seminar (LANG 367) (3)

A workshop in the writing of essays, articles and other professional non-fiction; planning and gathering material, writing and marketing articles for specialized and general interest publications. Prerequisite: Mass Communication majors: MCOM 201; or permission of the instructor. See department chair.

380 Media Aesthetics (3)

Examination of the practical and artistic choices in producing video and film media. Students focus on the relationships among sight, sound and motion. Odd years Spring.

382 Film Appreciation (3)

An examination of the techniques, aesthetics, forms, functions, effects and value questions related to cinema as a creative art. Major American and international film makers and major genres covered. Prerequisite: MCOM 201 or 205; or permission of instructor. Even years Spring.

384 Contemporary Views of American Media (3)

Major books that discuss the mass media in America, including media autobiographies, historical studies of specific media, and sociological analyses of the media at work. Prerequisite: MCOM 201 or 205; or permission of instructor. Odd years Spring.

386 Mass Media Ownership and Control (3)

Electronic and print media ownership and financing, role of new technologies, marketing techniques, antitrust restrictions and diversity of control. Prerequisite: MCOM 201 or 205; or permission of instructor. Odd years Fall.

388 Film Genres (3)

A study of films representing a particular type, class or auteur. Genres examined in course will vary. Prerequisite: permission of instructor. See department chair.

390 History of American Media (3)

History and development of traditions, practices and technology in American newspapers, magazines, radio and television, including a study of the "great names" and their accomplish ments. Prerequisite: A grade of C or better in MCOM 201 and 205; or MMAS 121; or permission of instructor. Spring.

421 Public Affairs Reporting (3)

Field practice in news gathering and writing, covering news beats, including courts, local governments and other news sources. Emphasis on accuracy, clarity and comprehensiveness of reporting. Prerequisite: MCOM 201; or permission of instructor. Odd years Spring.

451 Professional Internship (3)

Students with a 3.0 GPA or better within the major may apply for a professional internship in either print or electronic media. Prerequisites: completion of 12 hours in Mass Communica tion; department approval; and permission of instructor. (Grading is S/U.) Fall and Spring.

460 Media Violence (3)

This course is designed to explore the issue of media violence. Students utilize several perspectives including a review of historical and contemporary research, examination of effects theories, review of primary content (films and television), and the study of opinion surveys, legal cases, trade journals, and public policy issues. Prerequisite: MCOM 201 or 205; or permission of instructor. Spring.

482 International Mass Communication (3)

Communication of news and opinion among nations and under various political and economic systems; role of media in international affairs; barriers to the free flow of information; comparison of world press and entertainment systems. Prerequisite: MCOM 201 or 205; or permission of instructor. Odd years Fall.

483 Film Criticism (3)

Writing film criticism. Examines major theories of film criticism, including the work of Kracauer, Bazin, Eisenstein, Arnheim, Barthes and Metz. Odd years Spring.

484 Mass Communication and Politics (3)

Study of the role of mass communication in American political campaigns. Topics covered include the agenda-setting function of the press, political campaigns as television drama, televised political debates and political campaign advertising. Prerequisite: MCOM 201 or 205; or permission of instructor. Even years Fall.

486 Mass Communication Research (3)

A research seminar in which students work with faculty in ongoing research or design and carry out their own work under faculty supervision. Prerequisite: MCOM 490 or 492. Fall and Spring.

490 Mass Communication Law and Ethics (3)

A study of the legal sanctions and constitutional freedoms affecting the print and broadcasting media. An inquiry into the responsibilities of the media and discussion of specific ethical problems. Prerequisite: A grade of C or better in MCOM 201 and 205; or MMAS 121; or permission of instructor. Fall.

492 Mass Communication Theories (3)

A survey of theories of human communication behavior related to the mass media. Characteristics of mass audience and media channels; application of the theories to create more effective communication. Prerequisite: A grade of C or better in MCOM 201 and 205; or MMAS 121; or permission of instructor. Fall.

494 Senior Seminar (3)

Capstone course in the Mass Communication major. Discussions focus on the integration of mass communication history, law, theory and research. Prerequisites: completion of two of the following: MCOM 390, 490, 492. Fall and Spring.

499 Undergraduate Research in Mass Communication (1-6)

Independent research under the supervision of a faculty mentor. An IP grade may be awarded at discretion of instructor. May be repeated for a total of 6 hours credit. See department chair.

171-3, 271-3, 371-3, 471-3 Special Topics in Mass Communication (1-3)

Courses not otherwise included in the catalog listing but for which there may be special needs. May be repeated for credit as subject matter changes. See department chair.

Courses in Visual Media Production

205 Basic Video Production (3)

Introduction to the process of video production. Study of the writing, mechanics, aesthetics and engineering necessary for small-format field production. Course includes a non-credit lab. Fall and Spring.

303 Video Workshop (1)

Use of small-format video production equipment to complete a variety of production assignments. Prerequisite: MCOM 205; or permission of instructor. Spring.

305 Video Workshop II (1)

Continuation of MCOM 303. Use of small-format video production equipment to complete a variety of production assignments. Prerequisite: MCOM 303; or permission of instructor. Does not count toward major requirements. Spring.

307 Video Workshop III (1)

Continuation of MCOM 305. Use of small-format video production equipment to complete a variety of production assignments. Prerequisite: MCOM 305. Does not count toward major requirements. Spring.

331 Broadcast Journalism (3)

Writing and reporting for radio/television news; basic studies in the history of broadcast journalism, the relationship between images and words. Prerequisite: MCOM 205; or permission of instructor. Fall.

333 Broadcast Workshop (3)

Practical experience producing weekly programming for possible broadcast. Emphasizes management of time pressures and personnel associated with nonfiction broadcast production. Prerequisite: MCOM 205; or permission of instructor. Fall.

437 Directing Media Productions (3)

Advanced video and/or film production focusing on the creative, artistic and practical choices made in interpreting and adapting scripts, supervising artistic specialists and managing projects. Prerequisite: MCOM 205; or permission of instructor. Fall

439 Media Production Techniques (3)

Advanced video and/or film production focusing on the creative, artistic and practical uses of camera, light, color and sound. Prerequisite: MCOM 205; or permission of instructor. Odd years Fall.

493 Field Work in Media Production (3)

Producing short visual media presentations in the field using portable equipment. Prerequisite: MCOM 205; or permission of instructor. See Department Chair.

171-3, 271-3, 371-3, 471-3 Special Topics in Visual Media Production (1-3)

Courses not otherwise included in the catalog listing but for which there may be special needs. May be repeated for credit as subject matter changes. See department chair.

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