THEORIES OF MASS COMMUNICATION

Course Description

Theories of Mass Communication course examine major theoretical and research trends in the field of mass communication. It aims to help students to develop awareness and basic understanding of a broad range of theories which direct mass media research as well as to encourage them to make associations between these theories in real world situations. Theories of Mass Communication opens with a discussion of the concepts of communication and theory, moves to an overview of the history of mass communication theory, and progresses to an analysis of various mass communication theories and models, ranging from traditional approaches to more recent critical perspectives.

THEORIES OF MASS COMMUNICATION

Evaluation Tools (Active Term)

No evaluation items have been defined.

Course outcomes

1. 01 Identify (2) theories central to the development of media and communication studies.
2. 02 Summarize (4) the arguments of theories key mainstream and critical theories.
3. 03 Compare (4) mainstream and critical media theories.
4. 04 Assess (5) the strengths and limitations of various types of media theories.

Course Syllabus

Reference Books & Course Materials

1. 01 Mass Communication Theory. Foundations, Ferment, and Future. Stanley Baran and D. Davis.
2. 02 Understanding Media Theory, Kevin Williams.
3. 03 Media Today: Mass Communication in a Converging World, Joseph Tudow.
4. 04 Lecturer's notes on moodle

Learning Outcomes

1. L01 Identify (2) theories central to the development of media and communication studies. SOLO 2
2. L02 Explain (4) the historical development of media theories and link this development to historically important societal, political, and technological events or issues. SOLO 4
3. L03 Descrıbe (3) the strengths and limitations of various types of media theories. SOLO 3
4. L04 Analyze media texts using communication theories. SOLO 4

Program Outcomes

1. P01 Has knowledge of the basic concepts, theory and methods in the field of public relations, advertising, marketing and integrated marketing communications.
2. P02 Has knowledge of the appropriate media planning processes for target audiences in the field of public relations and advertising.
3. P03 Is able to write periodic reports on the activities carried out in the fields of public relations and advertising.
4. P04 Is able to use research and planning methods and techniques related to public relations and advertising.
5. P05 Knows organisational crisis management processes.
6. P06 Knows the media and digital media communication techniques and processes related to the promotion of institutions and organisations.
7. P07 Knows the creation and application of media strategy in the field of public relations and advertising.
8. P08 Has knowledge of legal regulations and ethics related to public relations and advertising.
9. P09 Is able to conduct marketing and consumer behavior research and undertake planning based on this research data.
10. P10 Is able to conduct public relations and advertising campaigns.
11. P11 Is able to use digital media and social media in the fields of public relations and advertising.
12. P12 Has the ability to use current and effective presentation techniques in the field of public relations and advertising.
13. P13 Is able to monitor social developments and changes in the behavior of the target audience and use the information obtained to design public relations and advertising campaigns.
14. P14 Is able to take initiative in solving problems in the fields of public relations and advertising by acting as a responsible individual as well as a team member.
15. P15 Is able to create and implement brand and communication strategies.
16. P16 Is able to analyse consumer behavior in traditional and digital channels of communication using scientific methods and to evaluate the unique dynamics of these channels.
17. P17 Is aware of and acts in accordance with the standards and ethical codes of national and international professional organisations in the fields of public relations and advertising.
18. P18 Can communicate effectively within an international study and work environments.
19. P19 Can apply their learning into practice in real work contexts,

Po-Lo Matrix