- •Module 1 Fundamentals of Communication
- •Module 2 Forms and Context of Communication
- •Module 4 Adjunct/Impact of the Mass Media
- •Course Marking Scheme
- •MODULE 1 FUNDAMENTALS OF COMMUNICATION
- •3.1.1 Understanding Communication
- •3.1.1 Understanding Communication
- •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 orientations and perspectives.
- •3.2 Functions of Communication
- •3.2.1 Functional Meaning of Communication
- •3.3 Attributes of Communication
- •SELF ASSESSMENT EXERCISE 3
- •Highlight and briefly discuss the major challenges that are militating against the communication process
- •UNIT 4 MODELS OF COMMUNICATION
- •3.1 Aristotle's Model
- •Fig. 3 SCHRAMM'S MODEL OF MASS COMMUNICATION 2
- •Schramm’s model of communication posits that communication is interactive and interpretive. Discuss
- •3.4 The Hub Model
- •UNIT 5 THEORIES OF MASS COMMUNICATION
- •3.0 MAIN CONTENT
- •3.1 Understanding Theory
- •3.1.2 Why Study Theories?
- •3.1.3 How Theories are arrived at
- •3.1.4 Relationship between Theory and Research
- •3.2.4. Social Responsibility Media Theory
- •3.3.1 Hypodermic Needle/ Magic Bullet Theory
- •3.3.2 Lasswell’s Propaganda Theory
- •3.3.3 Lippman’s Theory of Public Opinion Formation
- •3.4.1 The Post Stimuli-Response theory
- •3.5.2 Main Streaming/Synchronisation Theory
- •3.5.3 The Knowledge Gap Theory
- •3.5.4 Spiral of Silence Theory
- •3.5.5 Media Systems Dependence Theory
- •This theory assumes that the more an individual depends on having his/her needs gratified by media use, the more important will be the role that media play in the person’s life; and therefore the more influence those media will have on that person.
- •3.6.1 Uses and Gratification Theory
- •3.6.2 Reception Studies-Decoding and Sense Making
- •3.7.2 Aggressive Cues Theory
- •3.7.4 Reinforcement Theory
- •3.7.5 Linkage Theory
- •3.8.1 ‘Reflective-Projective’ Theory
- •7.0 REFERENCES/FURTHER READINGS
- •UNIT 6 FUNCTIONS OF MASS COMMUNICATION
- •MODULE 2 FORMS AND CONTEXT OF COMMUNICATION
- •3.1 Oral Communication
- •The engagement of mouth and tongue is very crucial to oral communication. Discuss
- •3.2 Written Communication
- •Compare and contrast the weaknesses and strength of oral and written communication.
- •UNIT 2 NON-VERBAL COMMUNICATION
- •3.1 Characteristics and Functions of Non-Verbal Communication
- •3.2 Types of Non-Verbal Communication
- •2.Types of Non-Verbal Communication and;
- •How functional is non-verbal communication to man?
- •Contexts of Communication
- •Contexts here mean the different levels at which communication occurs. It can also be referred to as the kinds of communication that are available. Under context of communication, we have the following:
- •3.2.2 Principles of Interpersonal Communication
- •Interpersonal Communication is Irreversible
- •Interpersonal Communication is Complicated
- •Interpersonal Communication is Contextual
- •3.2.3 Types of Interpersonal Communication
- •3.2.5 Barriers against Effective Interpersonal Communication
- •3.2.6 Overcoming the Barriers of Effective Interpersonal Communication
- •Unit 1 Print Media: Books, Newspaper, Magazine etc
- •Sambe (2005) highlights the following as functions of newspaper:
- •3.3.5 The Penny Press
- •3.2.6 Yellow Journalism
- •3.4.2 Convergence in Magazine Publishing
- •3.4.3 The Influence of Advertisers on Magazines
- •3.1.1 Four Important Periods in the History of the Book
- •Submission by Author or Agent
- •Acceptance and Negotiation
- •Editorial Stage
- •Prepress
- •3.1.3 Landmarks in Radio History
- •3.2 Television: The Most Influential Medium
- •3.4.1 Online-only Newspapers
- •MODULE 4 ADJUNCT AND IMPACT OF THE MASS MEDIA
- •Associated Press
- •4.0 CONCLUSION
- •3.3 Powerful Effects Paradigm
- •3.3.1 Media’s Harmful Effects: Violence and Delinquency
- •3.4 Uses and Gratifications Concept
- •3.4.3 Arguments against Uses and Gratifications Research
- •Cultural effects
- •4.0 CONCLUSION
MAC 111 |
COURSE GUIDE |
COURSE
GUIDE
MAC 111
INTRODUCTION TO MASS COMMUNICATION
Course Developer/Writer |
Joseph Obe |
|
Department of Mass Communication |
|
Covenant University, Ota, Nigeria |
Course Editor |
Dr. Victor Ayedun - Aluma |
|
Department of Mass Communication |
|
University of Lagos |
Programme Leader |
Christine .I. Ofulue, Ph.D |
|
School of Arts and Social Sciences |
|
National Open University of Nigeria |
Course Coordinator |
Chidinma H. Onwubere |
|
School of Arts and Social Sciences |
|
National Open University of Nigeria |
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MAC 111 |
COURSE GUIDE |
NATIONAL OPEN UNIVERSITY OF NIGERIA
National Open University of Nigeria
Headquarters
14/16 Ahmadu Bello Way
Victoria Island
Lagos
Abuja Office:
No.5 Dar-es-Salaam Street
Off Aminu Kano Crescent
Wuse II, Abuja
Nigeria.
e-mail: centralinfo@nou.edu.ng URL: www.nou.edu.ng
Published by
National Open University of Nigeria
Printed 2008
ISBN: 978-058-725-X
All Rights Reserved
iii
MAC 111 COURSE GUIDE
CONTENTS |
PAGE |
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Introduction ……………………………………….…………….. |
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1 |
What You will Learn in this Course………….……………….…. |
1 |
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Course Aims …………………………………………………….. |
|
1 |
Course Objectives ……………………………………………..… |
2 |
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Working through this Course …………………………………… |
|
2 |
Course Materials …………………………………………….….. |
|
2 |
Study Units …………………………………………………….... |
|
3 |
Textbooks and References ...………………………………..…… |
4 |
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The Assignment File …………………….…………………….… |
4 |
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Tutor-Marked Assignment ……………………………………... |
|
4 |
Final Examination and Grading ……………………………….… |
5 |
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Course Marking Scheme………………………………………… |
|
5 |
Overview of Course/Presentation Schedule …………………….. |
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5 |
How to Get the Most from this Course …………………………… |
6 |
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Facilitators/Tutors and Tutorials ……………………………..….. |
8 |
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Summary ………………………………………………………… |
8 |
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Introduction
The code of this course is MAC 111 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 the society. The course is packaged on a global scale with a view to positioning the students on a pedestal that would make them at par with any entrant into the field of mass communication anywhere in the world. However, some examples used are typically Nigerian in orientation and setting.
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 is written for students who need to learn basic concept in the discipline of mass communication. You will acquire the basic knowledge about the communication field. The course equally empowers you 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.
MAC 111 |
INTRODUCTION TO MASS COMMUNICATION |
Course Objectives
At the end of the course, you 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.
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 be submitted at a particular time.
At the end of the course, you will be required to write a final examination. The course should take about 15 weeks in total to complete.
Course Materials
The major materials you will need for this course are:
1.Course Guide
2.Study Units broken down into twenty (20) of four modules
3.Assignments File
4.Relevant textbooks including the recommended ones
5.You may be required to read newspapers and magazines, and monitor news and programmes on TV and radio
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MAC 111 |
INTRODUCTION TO MASS COMMUNICATION |
Study Units
MAC 111 is a three – unit course, packaged in four modules of twenty (20) 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 Newspapers 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 the Mass Media on the Society
Unit 4 Media Effects Theories
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MAC 111 |
INTRODUCTION TO MASS COMMUNICATION |
Textbooks/References
Baran, S.J. (2002). Introduction to 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.
Defleur, M.L. & Dennis E (1994). Understanding Mass Communication. Boston: 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 your tutor for marking. There are two aspects of the assessment of this course: the tutor marked and the written examination. The marks you obtain in these two areas will make up your final marks. The assignment must be submitted to your tutor for formal assessment in accordance with deadlines. The works you submit to your tutor 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 tutor0marked 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 together with a Tutor Marked Assignment form, to your tutor. Make sure each assignment reaches your tutor on or before the deadline for submissions. If for any reason, you cannot complete your work on time, contact your tutor for a discussion on the possibility of an extension. Extensions will not be granted after the due date unless under exceptional circumstances.
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