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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

ii

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

Introduction ……………………………………….……………..

 

1

What You will Learn in this Course………….……………….….

1

Course Aims ……………………………………………………..

 

1

Course Objectives ……………………………………………..…

2

Working through this Course ……………………………………

 

2

Course Materials …………………………………………….…..

 

2

Study Units ……………………………………………………....

 

3

Textbooks and References ...………………………………..……

4

The Assignment File …………………….…………………….…

4

Tutor-Marked Assignment ……………………………………...

 

4

Final Examination and Grading ……………………………….…

5

Course Marking Scheme…………………………………………

 

5

Overview of Course/Presentation Schedule ……………………..

 

5

How to Get the Most from this Course ……………………………

6

Facilitators/Tutors and Tutorials ……………………………..…..

8

Summary …………………………………………………………

8

iv

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

ii

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

iii

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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