Bicol University

COLLEGE OF ARTS and LETTERS

Print and Broadcast Media Department
Legazpi City

Course Syllabus for COMM 11

Course Title : Introduction to Communication Media

Course No. : Comm 11
Course Prerequisite(s) : none
Number of Credits : 3 units
Course Placement First year AB Journalism
:
Semester/Term : 1st semester SY 2018-2019

Time/Room : 1 A 1:00-2:00 1 B 2:00-3:00, MWF Room 305

Course Description : Overview of communication as a discipline, as a field of study and as a profession, the communication process, its elements, history, growth and
development of mass communication, citing the prevailing ASEAN integration and ongoing global dynamics, as examples.

Institutional Learning Outcomes:

Every BU graduate should:

a. Demonstrate critical thinking and integrative skills to solve problems and to support lifelong learning;

b. Communicate effectively and appropriately orally and in writing for various purposes with the responsible use ICT tools;

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 c. Collaborate with diverse people ethically and with mastery of knowledge and skills in given disciplines; and

d. Create knowledge and innovationto promote inclusive development as well as globalization.

College Learning Outcomes

Every BU College of Arts and Letters graduate should:

1. Demonstrate a wide range of skills in communication and are imbued with- in depth knowledge on language, literature, culture and the arts;
2. Possess competencies that enable them to become globally competitive and adaptive to the ever-changing society brought about by technological advancement;
3. Exhibit appreciation of self and others in the quest for knowledge, love, truth and justice and respect for law;
4. Uphold human dignity and practice professional ethics at all times; and
5. Adopt innovative strategies for personal and professional growth.

Program Learning Outcomes

Graduates of the AB Journalism program are expected to:

a. Identify newsworthy stories in a complex in a complex field of facts and opinions, focusing on those of particular importance to the community they serve; community is interpreted

broadly as geographic, virtual, or shared interest or philosophy;

b. Conduct journalistic research;
c. Write, illustrate, edit, produce and disseminate for various formats and platforms;
d. Uphold journalism ethics and professional standards in keeping with the role of journalism in a democracy; and
e. Produce scholarly work that would add to the body of knowledge on journalism.

COURSE OUTLINE

Course Learning Specific Learning Learning Content Performance Instructional Instructional Assessment Time

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 Outcomes Outcomes Standard Delivery Resources Tasks Allotment
Discuss the Orientation of vision, Clear understanding Discussion Copy of the VMGO Quiz 1 hour
Relate the VMGO Quality Policy and mission, goals, and of the VMGO and the AVP Showing
of the University in the VMGO of the objectives of the college program and course CAL Profile and Recitation
relation to the University & the learning outcomes Student Handbook
and the university
course, and be able College of Arts and Creative
Introduction to the course
to apply the Letters in relation presentation of
attributes of a BU to their course (AB and levelling of VMGO
graduate in creating Journalism); expectations
and sharing
meaning effectively Relate the
and appropriately in attributes of a BU
a variety of graduate to one’s
contexts. self pursuant to
BU’s aim of
becoming a world
class university
Develop a thorough Differentiate Communication Defined Clear and accurate Lecture LCD projector Class 4 hours
understanding of definitions of The Importance of definition of Discussion laptop participation
the definition, communication Communication communication and
nature and scope of Mass Communication mass Recitation
and mass
communication and Defined Communication as
mass communication culled from reliable
Scope and Nature of Anecdotal recall
communication as sources of of
Recognize the Mass Media
both a product and information communication
a process. scope and nature
of communication
and mass
communication

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 Describe the Communication: Mass Skillful illustration of Demonstration LCD projector Individual Group 6 hours
Acquire the skills process of and other forms the communication Lecture board marker Performance on
needed to be a communication process and barriers Class discussion Microphone and the illustration of
competent The Communication Role playing speaker the
communicator. Illustrate the process (transmitting, Listening activities
receiving, feedback and Learning visits/ communication
communication, process
noise) Individual/ Group
Present situations process and
Observation
that emphasize the identify the barriers The Linear View of Rubric
value of effective to communication Communication assessment
communication.
The Transactional View
of Communication

Communication
Principles

Communicate Explore how the Evolution of Utilize verbal and Demonstration LCD projector, Blog/ discussion 6 hours
effectively in early civilization Communication Media non-verbal cues and Lecture, discussion Laptop, board
different formats used the media images effectively in Group Activities Internet
and platforms (print, Verbal and Non-Verbal writing about the Oral Reports Digital online Online
broadcast and Communication media of early activities submission of
online) civilization Blended learning essay/ Critique
The Media of Early
Civilization

The Tradition of
Western Literacy

MIDTERM Paper and pencil 1 hour

EXAMINATIONS exam
Recognize Articulate the Apply the theories Lecture LCD projector, Submission of
historically development of The Print Revolution and skills needed to Laptop sample
important print revolution (Books, newspapers and be a competent Class discussion interviews/ 6 hours
technological communicator by Individual

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changes that had magazines) conducting interviews Classroom gallery Film showing on a exercises
direct and lasting with local media documentary about Field notes
effects on the Explain how the practitioners Field immersion Johannes
public’s use of print media interview Gutenberg ‘s Press
various types of became the
media and its building blocks of
impact on society
all media platforms

Evaluate the Electricity Creates the Apply the theories Lecture Multi-media Rubrics on class 3 hours
impact of telegraph Wired World and skills needed to presentation presentation on
and telephone (Telegraph and be a competent Class discussion Laptop LCD how to conduct a
industries to the telephone) communicator phone interview
projectors
development of through a mock radio Reporting/sharing
mass media program that will Recording room
showcase proper Simulation
phone etiquette

Apply Recognize how Image Technologies Produce a photo Discussion Multi- media Presentation of 3 hours
communication image (Photography, TV, Film essay / radio and TV Demonstration presentation output/
principles and tools technologies have and Advertising) advertisements for Field work with Laptop LCD
in development multi -media course- relevant projectors Showing of photo
changed the
work presentation outputs essay rubrics or
society’s Film Showing: The radio, TV ads
perception and Effects of
opinion Advertisements on
Public Perception
Illustrate the
societal impacts of
TV and advertising

Produce radio and Radio days, Sound Master the delivery Radio and TV DWBU FM Radio Submission of 3 hours
television scripts Recordings and TV of English and Bicol station visits and TV studios individual R and
for broadcasting Times newscast using the Laboratory actual field visits TV exercises/
BU radio news Sharing and news Media log
program gathering

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 Analyze the impact New Electronic Media (the Produce a media Sharing, reporting, Computer Submission of 3 hours
new media on internet, videogames, output using the new Elaboration of new Laboratory visits/ individual/
society cable tv, multimedia, electronic media media workflow Group reports
platform Discussion Multi- media
virtual reality and
presentation
personal computer) Case Study: The Laptop LCD
Describe how the
internet has Aldub Phenomenon projectors
changed mass
communication
Demonstrate Trace and explain The Philippine Press: A Recall significant Film showing of LCD laptop and Info/Graphical 6 hours
understanding on the development of brief history / events and recognize Bayaning 3rd World audio visual room presentation of
the historical the Philippine History of Communication luminaries in the by Mike de Leon the history of the
underpinnings of press and Media history and evolution Press in the
the Philippine press of the Philippine Discussion and Philippines
and examine the Outline the Press elaboration of the
role of the press in historical evolution of the Rubric for
society development of the press presentation
Press and
Broadcast Outlining/
Journalism in the Infographic
Philippines presentation

Describe the Communication Media Write effective Lecture discussion Submission of 3 hours
communication System in the Philippines critique paper about LCD critique paper
media system in the change (Office of Case analysis: Laptop via on –line
the Philippines the Press Secretary Media Ownership in handouts classroom
to Presidential the Philippines
Communications
Operation Office)

Develop an Compare and The Global Village: Demonstrate Reporting/ LCD Submission of 6 hours
increased contrast International and knowledge and Benchmarking Laptop individual/
understanding and International Comparative Media communicative Library work handouts Group exercises
awareness of media media systems competence through Group/ Individual Internet connection via email/online
Systems
influences on verbal and written work Computer
perceptions of work.

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multiculturalism and Books
diversity

FINAL EXAMS
Presentation 3 hours
/paper exam

COURSE REQUIREMENTS:
Attendance and active participation in all class activities.
Completion of all in-class exercises, assignments, and individual/group work.
(Projects, research work, media logs, recitation, field visits, presentation
Seminar and on- line discussions)

SYSTEM OF COMPUTING GRADES:

MID-TERM GRADE:
Class participation (10%)
Class Standing (50%)
(Individual/ group project, quiz, reporting, media log, performance test, case study and research)
Mid-term Examination (40%)

TENTATIVE FINAL GRADE:

Class participation (10%)
Class Standing (50%)
(Individual/group project, reporting, quiz, media log, case study performance test)
Final Examination (40%)

FINAL GRADE:
Mid-term Grade (0.33)1/3+ Tentative Final Grade (0.67) 2/3= 100%

REFERENCES:

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 1. Abaya, H.M (2001) Propaganda and the Philippine Press, Teodoro . L, V.& De Jesus M.Q (eds) The Filipino Press and Media, Democracy and Development. University of the
Philippines Press, Quezon City
2. Ables, H. A. (2003) Mass Communication and Philippines Society, University of the Philippines Press, Quezon City
3. Baran, S. J (2006) 4th Edition. Introduction to Mass Communication Media Literacy and Culture Mc Graw-Hill Companies Inc. New York
4. Black J. et al (1997) Introduction to Media Communication, understand the past, experience the present, marvel at the future. Mc Graw-Hill NY,
5. Beckert C (1992) Getting Started in Mass Media. Mc Graw Hill Inc.
6. Campbell R. (2007) 5th Edition .Media & Culture: An Introduction to Mass Communication ,
7. Crowley D. and Heyer P. (2003) 4th Edition. Communication in History Technology, Culture, Society, Pearson Education, Inc.
8. Dominick R. J. (2007) The Dynamics of Mass Communications Media in the Digital Age, Mc Graw-Hill New York
9. Icban C, J (1997) Philippine Media in Perspective, Capitol Publishing House
10. Fang I. E ( 1997) A History of Mass Communication Six Information Revolution, Focal Press, USA
11. Garner, E.(2012) The Art of Communicating: 500 Quotes on How to Communicate with Others. Ventus Publishing ApS.
12. Malinao L. A (2009) Journalism for Filipinos, National Bookstore. Quad Alpha Centrum Mandaluyong City Philippines
13. Maslog, C. C.(2014) Philippine Communication: An Introduction: Quezon City New Day Publishing
14. Mc Quail D.(1990) 1st edition. Mass Communication Theory An Introduction, 2nd Edition SAGE Publication Ltd. London
15. Pernia, E. E.,(2004) Communication Research in the Philippines. Quezon City: UP Press. Chapters 1 and 8.
16. Sterin, J. C (2012) Mass Media Revolution, Boston, MA: Pearson
17. O’Hair and Wieman. (2012).Real Communication, Second Edition. Bedford/St. Martin’s. Boston, MA.
18. Vivian, J.(2014) 11th Edition. Media of Mass Communication. Pearson Education Limited, Essex England, UK

Suggested Readings:
1. International Communication Association (ICA) Journal of Communication. A peer- reviewed academic journal published by Wiley- Blackwell in behalf of ICA
2. Philippine Communication Society. PCS Review.
3. Plaridel. A Philippine Journal of Communication, Media and Society.College of Mass Communication, University of the Philippines

On line references

1. http://www.unesco.org/education/aladin/paldin/pdf/course02/unit_13.pdf
2. http://download.nos.org/srsec335new/ch2.pdf
3. https://www.cengagebrain.com.au/content/9781285206660.pdf
4. www.lynda.com
5. http://www.article19.org/data/files/pdfs/publications/philippines-baseline-study.pdf
6. http://www.academicjournals.org/jmcs

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  Syllabus adapted from Prof. Adrian b. Aguilar

Note: THIS SYLLABUS ALLOWS FLEXIBILITY IN THE APPLICATION OF CONCEPTS

Prepared by: Recommending Approval:

GLADYS G. SERAFICA, MA Media Studies (Journalism) ANACITO E. DEMATERA, MA Communication

Approved:

LETICIA M. LOPEZ, PhD

College Dean

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