VIRGINIA COMMONWEALTH UNIVERSITY

ROBERTSON SCHOOL OF MEDIA AND CULTURE

Syllabus for: Mass Communications MASC 101-001 Fall 2015
Instructors:

Associate professor Jeff South and

graduate teaching assistant Osita Iroegbu

Office:

Temple Building, 901 W. Main St., Room 1149-B

Office hours:

2-4 p.m. on Mondays; 10 a.m.-noon on Wednesdays;

1-3 p.m. on Thursdays; and by appointment

Phone:

827-0253 (office); 754-3670 (home); 519-1062 (cell)

Email:

jcsouth@vcu.edu | iroegbuon@vcu.edu

Class format

This course will be taught entirely online. We will meet

asynchronously: I will give you a window of time (usually
one week) to view the Web-based materials that I post
and complete quizzes or tasks that I assign.

Class home page:

http://blackboard.vcu.edu for all official (graded) activities

We also will use:
A public website [http://rampages.us/vcumasc101]
Facebook: VCU MASC 101-001 Fall 2015
The Twitter hashtag #vcumasc101

COURSE DESCRIPTION
Semester course; 3 lecture hours. 3 credits. A comprehensive overview of mass media
which examines its history and evolution. Emphasis is given to the ways in which
communications technologies have shaped and are shaped by society. Considers how
digital and earlier technologies have led to increasing integration of world cultures and
economies. Includes discussion of mass media law and ethics, including the origins and
evolution of a free press and the legal framework of contemporary mass media practice.
(Source: VCU Bulletin)
This undergraduate course will explore the development, structure and functions of traditional
mass media, such as newspapers and television, and new media, such as the Internet and cell
phones. We will examine the history, economics and other aspects of the media globally and
especially in the United States. In MASC 101, you will study how old media and digital media
influence both society and individuals and how society and individuals affect the media. The
course will give you an overview of communication professions, such as journalism, public
relations and advertising. MASC 101 also will help you develop your media literacy skills so you
can make informed decisions as citizens and consumers.
You must earn a C or better in MASC 101 to continue your studies in the Robertson School.

MASC 101-001 FALL 2015 SYLLABUS PAGE 2

COURSE GOALS AND OBJECTIVES

UponcompletionofMASC101,studentswillbeableto:

Trace the historical development of analog and digital media

Identify the rapidly changing forms of the media and the influence that technology is
having on mass communication

Articulate how the media impact individuals, institutions and society and how
individuals, institutions and society impact the media

Discuss the medias ethical responsibilities and the legal framework that governs and
affects the media

Demonstrate an understanding of the First Amendment and of the news medias

watchdog role in a democracy

Discuss professions and career opportunities associated with traditional and interactive
media

Explain how corporate interests affect the media and the information and entertainment
we receive

Define and demonstrate media literacy skills, particularly news literacy skills

The course also will introduce each of the learning objectives required by the schools
assessment plan and the Accrediting Council on Education in Journalism and Mass
Communications. These objectives include: Laws & Freedom of Speech; Media History;
Diversity; Use of Images; Ethics; Critical & Creative Thinking; Research & InformationEvaluation Skills; Writing Abilities; Editing Abilities; Numbers & Statistics; and Tools &
Technologies. More information about these intended learning outcomes are available on our
Blackboard website.
REQUIRED TEXTBOOK
You must obtain the following book for this course:
Mass Communication: Living in a Media World
(fifth edition; 2015), by Ralph Hanson
Publisher: SAGE Publications
The book is available as a traditional printed text (which includes an interactive e-book); as a
loose-leaf text (with the interactive e-book); as a printed textbook rental; and as a digital
textbook rental. It is available at the Barnes & Noble @ VCU Bookstore, 1111 W. Broad St., as
well as from Amazon and other online bookstores. Comparison-shop for the best deal.
CLASS FORMAT: ENTIRELY ONLINE
Our entire class will be conducted online, using Blackboard (VCUs course management system)
as our hub. The class will be conducted asynchronously, meaning that you will work on your
own time to meet assigned deadlines.

MASC 101-001 FALL 2015 SYLLABUS PAGE 3

As a general rule, at the start of the week, I will post a video lecture and an online exercise or
other assignment relating to a particular chapter. I then will set a deadline for you to view the
lecture and complete the assignment (usually by the end of the week). We will use Blackboard
for all graded activities, such as online tests, quizzes and discussions.
As you can see, we will use Blackboard (http://blackboard.vcu.edu) extensively in MASC 101.
Through Blackboard, you will have access to class announcements, my video lectures,
supplementary readings and videos, instructions for assignments, online discussions, online
quizzes and grades. I have posted on our website a Blackboard Help link if you need
assistance.
We also will have occasional guest speakers, using Google Hangouts. We will broadcast these
video discussions to YouTube. You will be able to watch them in real time (and post questions
for our guest speakers), or you can watch them later.
OPTIONAL IN-PERSON MEETINGS
WeplantoholdtwooptionalinpersonmeetingsforMASC101studentsduringthesemester.
ThemeetingstentativelyhavebeenscheduledforOct.9andNov.20.Bothmeetingswillbe
movienights:Wellshowanddiscussafilmrelatingtothemedia(suchasShatteredGlass;
GoodNight,andGoodLuck;TheGreatestMovieEverSold;orKillingUsSoftly4:
AdvertisingsImageofWomen).Youwontberequiredtoattendthesemovienights;therewill
beanalternativeonlineassignmentforstudentswhodontattend.
ADDITIONAL DIGITAL ENGAGEMENT
Wevecreatedapublicwebsitehttp://rampages.us/vcumasc101/toshowtheworldwhat
weredoinginourclass.ThissitewillhavelinkstoourGoogleHangoutsvideosandother
contentthatyouandIhavecreated.
WehavecreatedaFacebookgroup,calledVCUMASC101001Fall2015,forourclass.Itisat:
https://www.facebook.com/groups/vcumasc101001fall2015/
Wewillpostannouncements,assignmentremindersandothermaterialsinthisgrouptogiveyou
anadditionalaccesspointtothecoursematerial.Moreover,youwillusetheFacebookgroupfor
informaldiscussionsandtosuggestnewsarticlesorothercontentthatwecanexploreinour
class.SoIurgeyoutojoinusonFacebook.(Ifyouoptnotto,youcansuggestnewsarticlesfor
ususingaBlackboardforum.)
Inaddition,wewilluseTwitter(withthehashtag#vcumasc101)toofferideasforthecourse.
IMPORTANTRULESABOUTEMAIL
VCU gives each student an email account, and that is the address Blackboard uses (and we will
use) for this class. We will communicate frequently in this class by email. Therefore, you should
check your email frequently for messages about MASC 101. It is your responsibility to ensure
that you are receiving emails from me. When you send me email, please begin the subject line
with MASC 101:. That way, I will know to give it top priority.

MASC 101-001 FALL 2015 SYLLABUS PAGE 4

ONLINEQUIZZES,TESTSANDEXAMS
Aftereverychapterwecover,Iwillgiveyouanonlinequiz.Theonlinequizzeswillbeopen
bookandopennotes;Illevenletyoutakethequiztwiceandcountthehighergrade.Theonline
quizzeswillhelpensurethatyoucomprehendthematerial,andtheywillhelpyoupracticefor
ourtestsandexams.
Duringthesemester,Ialsowillgiveyoutwolowstakestests,amidtermexamandafinalexam.
Onthesetestsandexams,youmaynotuseyourbook,yournotesoranyotherassistance,and
youmaynotcollaboratewithotherpeopleintakingthetestsandexams.Whenyoutakeatestor
exam,youmustpledgethatyouwillabidebytheVCU Honor System, which states, On my
honor, I have neither given nor received aid on this assignment.
ONLINEGROUPDISCUSSIONS
Iwilldividetheclassintogroupsofeightto10students.Duringfiveweeksoverthecourseof
thesemester,Iwillhaveeachgroupengageinanonlinediscussion.Iwillposeaquestion,and
youmustprovideananswerof400500words.Youthenwillreadthepostingsoftheother
membersofyourgroup,andreplytotwooftheiranswers.Youronlinepostingsmustbeofhigh
quality,bothincontentandstyle.Iwillnotacceptsubmissionswithgrammaticaland
typographicalerrors.Weexpectyoutotakeadvantageofspellcheckingandotherprogramsthat
helpguardagainstsucherrors;however,thereisnosubstituteforcarefulproofreading.VCUs
WritingCenter(http://uc.vcu.edu/learningsupport/writingcenter/)canhelpyouimproveyour
writingskills.
MEDIA-ORIENTED SERVICE/RESEARCH PROJECT
During the second half of the semester, each discussion group will choose a service/research
project that involves the media. For example, your group might conduct a book drive for Books
for Africa; collect cell phones for victims of domestic violence; support a journalist who has
been imprisoned in another country; or campaign against sexist advertising. Each group will post
a report on Blackboard and on our public website. You can view summaries of last years
projects at:
http://rampages.us/vcumasc101/category/group-projects/
ARTICLES ABOUT MEDIA IN THE NEWS
We will begin most of our online sessions with a look at mass communication and media in the
news. We will discuss online news articles and other Web postings about trends in advertising,
journalism or media technology, for example. We all will be responsible for finding articles to
discuss. So look for fodder when you are online. When you see an interesting and relevant
article, post a link to it in our class Facebook group or in the Blackboard discussion forum titled
Facebook Alternative, or tweet about it with the hashtag #vcumasc101.
Osita Iroegbu, the graduate teaching assistant for MASC 101, and I will curate the tagged articles
and choose some to highlight online.

MASC 101-001 FALL 2015 SYLLABUS PAGE 5

CALCULATION OF FINAL COURSE GRADES

This chart shows how much each gradebook item will be worth. This grading scheme will be
modified if we change the number or types of assignments or tests during the semester. Changes
will be announced by email and on Blackboard.
Gradebook item
TestcoveringChapters15(WeekofSept.21)
MidtermexamcoveringChapters18(WeekofOct.19)
TestcoveringChapters911(WeekofNov.9)
Finalexam(Dec.79)
Onlinequizzes(15approximatelyoneperweek)
Onlinegroupdiscussions(approximatelyfive)andLinkedInassignment
Mediaorientedservice/researchproject(weekofNov.16)
Total

Weight
5%
20%
5%
30%
10%
15%
15%
100%

Here is how I will calculate your final grade:

Weighted total

Final grade

90% or more

80-89%

70-79%

60-69%

Below 60%

INCOMPLETES
No incompletes will be given in this course, except for dire emergencies. All assignments must
be completed by the end of the semester to pass.
ETHICS AND PLAGIARISM
The VCU Honor System will be strictly enforced in this class. If you fabricate or plagiarize
material, your name will be turned in to appropriate university officials for disciplinary action.
The honor policy provides substantial penalties for violation, including expulsion.
UnlessIspecifyotherwise,allworkdoneforthiscourseispledgedwork,asdefinedbythe
HonorSystem.Eachassignmentimplicitlycarriesthispledge:
Onmyhonor,Ihaveneithergivennorreceivedaidonthisassignment.
ForacompletecopyoftheVCUHonorSystem,see:
http://www.policy.vcu.edu/policies/educationstudentlife

MASC 101-001 FALL 2015 SYLLABUS PAGE 6

ONLINE BEHAVIOR
AccordingtothestudentconductpolicyintheVCUUndergraduateBulletin,youareentitledto
receiveinstructionfreefrominterferencebyotherstudents.Ifyoubelievethatanotherstudents
behaviorisdisruptive,tellmeandIwilldealwiththesituation.Thisruleappliesonlineaswell
asinperson:OnBlackboardandFacebookandinemail,youmustberespectfulandciviltoyour
classmatesandtheinstructors.Inonlinediscussions,profanity,personalattacksanddemeaning
commentswillnotbetolerated.Also,youmustnotuseourclasscommunicationchannelsfor
commercialpurposestotrytosellaproduct,forexample,ortopromoteaspecificpolitical
candidate.
Bepolite;respectyourclassmates,yourinstructorandotherswithwhomyouwillinteractduring
thiscourse.IfyouengageinanybehaviorthatIdeemdisruptive,youwillgetawrittenwarning.
Arepeatincidentwillresultinyourbeingadministrativelywithdrawnfromthisclass.Formore
abouttheuniversityspolicyonstudentconduct,seewww.students.vcu.edu/policies.html.
CULTURALDIVERSITY
It is vital that students in this course broaden their mass communications experiences, with
guidance from the instructor, by including in their course work people and subjects such as
ethnic, racial and religious minorities, people with disabilities, gay men and lesbians, and other
groups. The intent is to ensure that students are exposed to diverse ideas and perspectives. In this
class, it is the responsibility of the instructor and students to foster an environment that supports
free expression.
Under VCU policy, you may not harass or intimidate any person or interfere with the lawful
freedom of other persons, including invited speakers, to express their views.
REPORTINGOFINCIDENTSOFSEXUALMISCONDUCT
All faculty members are mandated reporters of any incidents of sexual misconduct/violence (e.g.,
sexual assault, sexual exploitation and partner or relationship violence). This means that faculty
cannot keep information about sexual misconduct/violence confidential if you share that
information with them and they must report this information immediately to the university's Title
IX Coordinator.
Confidential reporting sources include staff in Sexual Assault and Domestic Violence at the
Wellness Resource Center, University Counseling Services and University Student Health
Services.
STUDENTS WITH DISABILITIES
The Americans with Disabilities Act of 1990 requires Virginia Commonwealth University to
provide academic adjustments or accommodations for students with documented disabilities. If
you have a disability that requires an academic adjustment or accommodation, you must contact
Joyce Knight, the coordinator of services for students with disabilities on VCUs Academic
Campus. Ms. Knights office is in Room 102 of the Student Commons, 907 Floyd Ave. Her
email address is jbknight@vcu.edu, and her phone number is 828-2253.

MASC 101-001 FALL 2015 SYLLABUS PAGE 7

AftermeetingwithMs.Knight,youthenshouldmeetwithmetodiscussyourneedsandhowwe
canaddressthem.Formoreinformation,seetheuniversitysWebpageonServicesforStudents
withDisabilities:www.students.vcu.edu/dss/
WHATTOKNOWANDDOTOBEPREPAREDFOREMERGENCIESATVCU
1. Sign up to receive VCU text messaging alerts (www.vcu.edu/alert/notify). Keep your
information up-to-date.
2. Know the safe evacuation route from each of your classrooms. Emergency evacuation routes
are posted in on-campus classrooms.
3. Listen for and follow instructions from VCU or other designated authorities.
4. Know where to go for additional emergency information (www.vcu.edu/alert).
5. Know the emergency phone number for the VCU Police (828-1234). Report suspicious
activities and objects.
OTHERPOLICIESANDSYLLABUSINFORMATION
Visit http://provost.vcu.edu/faculty-resources/academic-affairs/syllabus-statements/ for other
VCU policies, including the Statement on Military Short-Term Training or Deployment and
Excused Absences for Students Representing the University.

WEEK-BY-WEEK SCHEDULE FOR FALL 2015

Thecalendarbelowshowswhatwewillcovereachweekandwhatassignmentsyoumustdoor
testsorexamsyouwilltake.Toaccessthematerialforaparticularchapter,gotoourBlackboard
websiteandlookunderLectures&Assignments.Youwillseeafolderforeachchapter.Inthat
folder,youwillfindoneormorevideos(mytalkthroughofthechapter)andsupplementary
exercisesoraquiz.Youshouldreadthechapterinthetextbookfirst,thenwatchmytalk
through,thendothesupplementaryexercisesorquiz.Duringfivedesignatedweeks,youwill
engageinanonlinegroupdiscussion.YoulldothatonBlackboardbyclickingontheGroup
Discussionsbutton.
Courseoverview(Aug.1923)
Anintroductiontothesubject,thecourseandtheinstructor
Assignment:Onlinequizaboutthecourse
Week1(Aug.2430)
Chapter1(LivinginaMediaWorld)
Assignment:Mediatechnologysurvey
Wednesday,Aug.26:Endofadd/dropandlateregistration
Week2(Aug.31Sept.6)
Chapter2(MassCommunicationEffects:HowSocietyandMediaInteract)
Assignments:OnlinequizzesonChapters1and2
Week3(Sept.713)
Monday,Sept.7,isLaborDay;soplanaccordingly.
Chapter3(TheMediaBusiness:Consolidation,Globalization,andtheLongTail)
Assignments:OnlinequizonChapter3
Onlinegroupdiscussion
Week4(Sept.1420)
Chapter4(Books:TheBirthoftheMassMedia)
Chapter5(Magazines:ThePowerofWordsandImages)
Assignments:OnlinequizzesonChapters4and5

MASC 101-001 WEEKLY SCHEDULE PAGE 2

Sept.1927:VCUclasseswillbecanceledasRichmondhoststheUCIRoadWorld
Championships.Duringthisweek,youwilltakeatestcoveringChapters15andothermaterial
discussedsofar.
Week5(Sept.28Oct.4)
Chapter6(Newspapers&theNews:ReflectionofaDemocraticSociety)
Assignment:Onlinegroupdiscussion
Week6(Oct.511)
Chapter7(Audio:MusicandTalkAcrossMedia)
Assignments:OnlinequizzesonChapters6and7
Movienight:Friday,Oct.9Ihopetoreserveatheaterstyleclassroomwherewecanmeetto
watchanddiscussamovieaboutjournalism.
Week7(Oct.1218)
Chapter8(Movies:MassProducingEntertainment)
Assignments:OnlinequizonChapter8
Onlinegroupdiscussion
Week8(Oct.1925)
MidtermexamcoveringChapters18andothermaterialdiscussedsofar
Week9(Oct.26Nov.1)
Chapter9(Television:BroadcastandBeyond)
Chapter10(TheInternet:InteractiveandMobileMedia)
Assignment:OnlinequizzesonChapters9and10
Friday,Oct.30LastdatetowithdrawwithamarkofW
Week10(Nov.28)
Chapter11(Advertising:SellingaMessage)
Assignments:OnlinequizonChapter11
Onlinegroupdiscussion

MASC 101-001 WEEKLY SCHEDULE PAGE 3

Week11(Nov.915)
TestcoveringChapters911andothermaterialdiscussedsofar
Chapter12(PublicRelations:Interactions,Relationships,andtheNews)
Assignment:OnlinequizonChapter12
CreationofLinkedInprofile
Week12(Nov.1622)
Chapter13(MediaLaw:FreeSpeechandFairness)
Assignment:Mediaorientedservice/researchprojectdue
Movienight:Friday,Nov.20Ihopetoreserveatheaterstyleclassroomwherewecanmeetto
watchanddiscussamovieaboutadvertising.
Week13(Nov.2329)
VCUisclosedThursdaySunday,Nov.2629,forThanksgiving;soplanaccordingly.
Chapter14(MediaEthics:Truthfulness,Fairness,andStandardsofDecency)
Assignments:OnlinequizzesonChapters13and14
Onlinegroupdiscussion
Week14(Nov.30Dec.5)
Chapter15(GlobalMedia:CommunicationAroundtheWorld)
Assignments:OnlinequizonChapter15
Reviewforfinalexam
Week15(Dec.79)
Finalexam:Thefinalexamwillbecumulative:Abouttwothirdsofthequestionswillbedrawn
frommaterialwehavecoveredsincethemidterm;theotherthirdwillcoverearliermaterial.