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Bachelor of Arts in Mass Communication

College
College of Communication
Department
Mass Communication Department
Tracks
Commenced Year
Location
Sharjah Main Campus
Level
Undergraduate
Study System
Courses
Total Credit Hours
123 Cr.Hrs
Fees
Duration
4
Language
English
Intake
Fall & Spring
Study Mode
Full Time

Bachelor of Arts in Mass Communication

 
Accreditation
All programs offered in the College of Communication are accredited by the Commission for Academic Accreditation, Ministry of Education, UAE.
 
And all programs offered in the College of Communication have received international accreditation from Accrediting Council on Education in Journalism and Mass Communication ACEJMC.

 
Vision
The college is currently active in implementing a new vision which gives it a global position in the field of broadcasting.  The new vision involves tenets of quality, effectiveness, bilingualism, universalism and community service. Recently, the college signed two memorandums of understanding with Sharjah TV and DM-TV whereby it cooperates with the channels to produce joint TV programs in the form of talk shows to discuss social issues of major concern to the community. The college also has established two independent centers to focus on media research and media production:  Public Awareness Research Center (PARC) and Media Production Center (MPC). The purpose is to provide knowledge, data and other media services to different institutions in the country.

Finally, the college provides enriching experience for students who have interest and motivation to become professionals, researchers and leaders in the field of media and public relations.


Mission
College of Communication is committed to providing its students with academic and professional experience of the highest standards, as well as  providing comprehensive and specialized programs in the field of media and communication. The college seeks to prepare excellent graduates on personal, social, academic and professional grounds. It is also committed to contribute to the development of society in line with the values, heritage and culture of the Arab and Muslim community, while striving for the development of media education and research in the Emirate of Sharjah and the UAE with regional and global outreach.


Goals
The College of Communication strives to achieve the following goals:

  •  To provide students with educational knowledge in the field of communication sciences and media according to the highest levels of quality in: journalism, radio and television (electronic media),   graphic design and multimedia and public relations.
  • To prepare qualified media professionals who can play a part in different executive and professional careers in several media institutions such as newspapers, radio and television, and PR departments in private and government institutions.
  • To develop media studies through scientific research collaboration and cooperation with universities and academic institutions in the UAE and at the regional and international levels.
  • To contribute to the cultural and social progress of the community by responding to its needs through effective partnership with media organizations, public relations departments, and the establishment of specialized research centers and scientific associations that aim to market the college's academic and research services for mutual benefits.
  • To preserve and emphasize the Arab and Islamic culture and community's ethics in all of the tasks undertaken by the college, whether at the teaching level, scientific research or community service.
  • To provide students with knowledge and skills of media profession codes ethics and laws in the areas of press, radio and television, and public relations.
  • To raise the quality of media education by developing cooperation with other higher education institutions and the adoption of best practices in teaching and learning, and establishing cooperation agreements with western distinguished universities in the field of communication science and media.
  • To develop the qualifications and skills of college graduates to keep abreast of developments in the local, regional and international levels by linking the college's programs with the market's needs and through programs of continuous education and training. 
 

Academic Programs
The College of Communication has two departments: Mass Communication and Public Relations. The academic programs offered by these departments are:
 
1) Bachelor of Arts in Public Relations (Arabic).
2) Bachelor of Arts in Mass Communication (English).
3) Bachelor of Arts in Communication – Graphic Design and Multimedia (Arabic).
4) Bachelor of Arts in Communication – Radio and Television (Arabic).
5) Bachelor of Arts in Communication – Journalism (Arabic).
6) Master of Arts in Communication (Arabic).

 
Mass Communication is the only program offered in the College of Communication in which the language of instruction is English. Other programs are taught mainly in Arabic. The Mass Communication program is presented in this English version of the Bulletin. Arabic-based programs are described in the Arabic version of the university bulletin. The Master of Arts in Communication program is described in the University Graduate Bulletin.
 
Admission Requirements
Admission to the College of Communication is subject to satisfying the English proficiency requirement and the necessary academic preparation as described in the university admission section in this Bulletin. Applicants should refer to that section for details on the admission requirements. In addition to satisfying the university requirements, applicants aspired to join the College of Communication must submit to a personal interview.

Graduation Requirements
Each degree program comprises three categories: university requirements (UR), college requirements (CR), and program requirements (PR). The university requirements are common to all departments in the College of Communication. Each program has its own required and elective courses. The credit hours allocations for each program are shown in the following table:


BA in Mass Communications, English  (123 Credits) ​ ​ ​ ​
 
URCRPRTotal
Mandatory Credits
15304287
Elective Credits9-2736
Total243069123
 
 
Course Numbering Scheme
Courses offered in the College of Communication are designated by number codes in the form 08XYABC where:


XY00: mandatory College Requirements (in Arabic)

06: Bachelor of Arts in Communication (in Arabic)

07: Bachelor of Arts in Public Relations (in Arabic)

08: Bachelor of Arts in Mass Communication (in English).
ABCProgram specific course number described in the respective program sections
 
I. University Requirements
Every student is required to take 24 credit hours of general education courses distributed over seven domains. Fifteen (15) mandatory credit hours are selected from domains 1, 2, 3 and 4 and (9) elective credit hours selected from domains 5, 6 and 7 as indicated in the university section (General Education).

II. College Requirements
College requirements (In English) consist of the 30 credit hours listed in the table below.
 

Course #Course TitleCrHrsPrerequisite
0808100Introduction to Communication 3 
0808101Media Writing  3 
0808210Introduction to Graphic Design 3 
0808211 Introduction to Journalism  3 
0808213Introduction to Radio and Television 3 
0808202Communication Theories 30808100
0808203Media Law and Ethics30808100
0808306Communication Research Methods30808100
0808400Internship  381 credits
0808412Graduation Project  399 Credits
 

Descriptions of the required College courses are given below:
 
Course NumberCourse NameDescription
0808100Introduction to CommunicationPrerequisite: None

This course provides an overview of the different fields of communication, including print and electronic journalism, public relations and advertising, multimedia and graphic design. It also sheds light on the communication process and conditions for successful communication.
0808101Media WritingPrerequisite: None

This course covers writing for a range of media fields: print and electronic journalism, public relations and advertising, etc. Students learn the basics of writing for mass communication including writing news leads, news stories, simple advertisements, broadcast items and press releases.
0808210Introduction to Graphic Design        Prerequisite:  0808100

The course presents survey of contemporary approaches in graphic design, the graphic design process and elements, graphic design from concept to finished artwork, graphic design applications in print, television and interactive media. Digital design software including Photoshop, Illustrator, and others are also offered in this course,
0808211Introduction to JournalismPrerequisite: None

The course introduces the fundamentals of newspaper production. It is aimed at giving the students hands-on benefits of producing a newspaper through planning, reporting, photographing, editing, computer layout and design, advertising, and circulation. Students will learn to develop   responsible attitudes toward meeting deadlines, time management and other workplace skills, which can help with career development.
0808202Communication Theories   Prerequisite:  0808100

The course provides an overview of basic theory definitions, functional and structural theories, mass communication models media effects theories and perspectives, the agenda setting function, two-step-flow hypothesis, bullet theory, selective exposure, diffusion of innovations and Introduction to Communication.
0808213Introduction to Electronic MediaPrerequisite: None

This course covers historical development of radio and television, description of broadcasting characteristics, technical features, programming formats and broadcast systems, the radio studio, television cameras and editing systems as well as practical applications in studio operations.
0808203Media Law and Ethics         Prerequisite: 0808100  

The course presents ethical foundations of mass media laws, ethical issues in mass communication and public relations practices, media law, professional and ethical codes of ethics in the Arab World and around the world and case studies.
0808300Communication Research MethodsPrerequisite: 0808100

This course presents an introduction to basic qualitative and quantitative research methodologies in mass communication, public relations and advertising. It also covers the survey, content analysis, the experiment, focus group, historical and different research techniques, as well as practical applications.
0808400InternshipPrerequisite: Completing a minimum of 75 credits

Students must successfully complete an eight-week supervised summer internship that enables them to obtain professional experiences at media organizations, public relations and advertising agencies or multimedia companies.
0808412Graduation ProjectPrerequisite: Senior standing

Students produce a research project or a practical strategy or media work under the supervision of the course instructor. Students may work as teams to gather field information on existing media structures or they may produce media work for media purposes. Students may use studio and desktop publishing facilities.  
 


III. Program Requirements
Requirements for the Bachelor of Science degree are program-specific. They encompass three categories: Major specific core courses, major specific elective courses, and courses chosen from outside the major. The program requirements for the bachelor degrees in the different science majors are given hereafter. Details and titles of relevant courses are included in the Student's Study Plan (SSP) that is availed to every science student.


Mass Communication (English Program):
 
Program Outcomes
By the end of the program the students will be able to:

1) Understand the concepts, functions, and theories of mass and digital media, their role in society, and history.
2) Understand the meaning of media social responsibility, professional ethical practices, and laws that organize mass media practice, and principles and laws of freedom of speech and press – and have an interdisciplinary knowledge that links media with social, cultural, economic and historical processes.
3) Acquire skills of critical thinking as this relates to concepts, assumptions and approaches of media and their roles in modern diverse and global society. 
4) Understand and apply research tools and techniques in media research and evaluation of media products.
5) Has the ability of use and synthesis information and knowledge from a variety of sources in media production and research. 
6) Use and operate radio and television equipment and studios and to master videography, editing, and directing for radio and television. 
7) Conduct communication research and collect data via various methods and being able to interpret data using basic statistics.
8) Prepare, design and produce various newspapers and magazines using latest desktop publishing software and photojournalism skills, and produce different media using the latest graphics design and multimedia software.
9) Work independently as well as part of a team in various communication and media settings.
10) Be creative in designing and producing media contents that impact on the profession and the community. 
11) Think critically, creatively, and independently, including the ability to critically evaluate own work and that of others.
12) Demonstrate an understanding of the diversity of people and cultures and of the significance and impact of mass communications in a global society.
13) Work independently in designing and implementing communication/media projects.
14) Apply knowledge and skills in real situations in the filed through internship and other training settings.
15) Interact with professional colleagues in a team in a range of settings
16) Appreciate the importance of leadership, team work and decision-making processes in media production.  
17) Exercise self-evaluations in various educational settings and media practices
18) Be able to explore new ways of thinking and doings in a fast-changing media landscape locally and globally.
19) Critically discuss and evaluate the role of ethical media practices in contemporary diverse environment.

 
Career Opportunities
Because of the diverse nature of the program, graduates have many career opportunities in public and private media companies in the UAE or abroad. Program graduates may work in TV and radio stations in careers such as media writing, translation, video shooting and editing, directing, program hosting. They may also work in newspapers, magazines, and advertising agencies in careers such as graphic and layout design or web design. Program graduates may work in public relations sections in any public or private company as well.

 
Program Overview
The B.A. in Mass Communication (MCE) is taught exclusively in English and involves a broad range of knowledge in Mass Communication. The program allows students to develop interest in certain areas of specializations through their graduation project. The MCE program includes both theoretical and practical/hands-on learning approaches. The program utilizes up-to-date facilities as broadcast studios, desktop publishing labs, iNews and multimedia labs and other instructional facilities that meet international standards in the field.  The program empowers students with media knowledge, critical thinking, and most importantly, understanding media issues in their socio-economic and global contexts, in addition to skills necessary to work and compete in an advanced technological and global environment.

 
B.A. in Mass Communication (123 Credits) ​ ​ ​ ​
 URCRPRTotal
Mandatory Credits153042184
Electives Credits29-2133
Free Elective Credits--66
Total243069123
1 Mandatory Liberal Arts and Sciences courses offered by other departments.

2 Chosen from a list of 12 courses (36 credits) offered by the College of Communication.
 
I. University Requirements
Every student is required to take 24 credit hours of general education courses distributed over seven domains. Fifteen (15) mandatory credit hours are selected from domains 1, 2, 3 and 4 and (9) elective credit hours selected from domains 5, 6 and 7 as indicated in the University section (General Education).
 
II. College Requirements 
The list of the 30 credits of College required courses and their descriptions are presented in the introductory pages of the College of Communication section in this bulletin.

III. Program Requirements
The program requirements consists of 69 credit hours of courses divided into four major sets as described below.

 
A. Elective Core Courses
This set consists of 21 credit hours selected from the following list:
 

Course #Course TitleCrHrsPrerequisite
0808201Media in the UAE3 
0808212Photography  3 
0808231Principles of Public Relations3 
0808301Information Society 3 
0808303Public Opinion  30808100
0808311News Reporting  30808211
0808312Video Shooting and Editing  30808213
0808313Layout and Design  30808211
0808314Radio and TV Directing  30808213
0808402Integrated Communication30808100
0808403International and Intercultural Communication  30808100
0808415Online Journalism 30808211
 

B. Mandatory Support Courses
This category includes the 42 credit hours of Liberal Arts and Sciences courses as indicated in the table below.

Course #Course TitleCrHrsPrerequisite
0202110Speech Communication 3TOEFL
0200340
Diplomacy3 
0205111Introduction to political science 3 
0204202Sociological Texts in English3 
0302262Organizational behavior3 
0302280Introduction to public admiration3 
0302370Consumer behavior3 
0302160Principles of Management3 
0302170Principles of Marketing 3 
0302254Business Communication 30202112
0302363Creative Thinking and Problem Solving for Managers 30302160
0302375Marketing and Communication303020170
0503263Health Education and Health Promotion3None
1412243Interactive Media314100100
 

C. Free Elective Courses
Students are allowed to select 6 credit hours of free electives from outside of the College of Communication.
 
Study Plan
The Mass Communication program encompasses 123 credit hours distributed over four years, 8 semesters of study in addition to a practical training that takes place on site at a specified workplace over summer after the student successfully completes 84 credit hours of coursework.
 

Year I, Semester 1 (15 Credits) ​ ​ ​
Course
TitleCrHrsPrerequisites
0201102

 

0201105
Arabic Language

OR

Arabic Language for non-Arabic Speakers
3 
0202112English for Academic Purposes3 
0104101Islamic Culture3 
0808100Introduction to Communication3 
0808101Media Writing  3 
 

Year 1, Semester 2 (15 Credits) ​ ​ ​
Course #TitleCrHrsPrerequisites
 University Elective3 
1411100

 
Introduction to Information Technology – English3 
0808210Introduction to Graphic Design 3 
0808211 Introduction to Journalism  3 
 Mandatory Support Course3 
 

Year 2, Semester 3 (15 Credits) ​ ​ ​
Course #
TileCrHrsPrerequisites
0808213Introduction to Radio and Television3 
 Mandatory Support Course3 
0808xxxElective Core Course3 
0808xxxElective Core Course3 
 Mandatory Support Course3 
 

Year 2, Semester 4 (15 Credits) ​ ​ ​
Course #TitleCrHrsPrerequisites
0808xxxElective Core Course3 
0808202
Communication Theories30808100
 Mandatory Support Course3 
0808203Media Law and Ethics30808100
0808xxxElective Core Course3 
 

Year 3, Semester 5 (18 Credits) ​ ​ ​
Course #
TitleCrHrsPrerequisites
0808306Communication Research Methods30808100
 Mandatory Support Course3 
 Free Elective3 
 Mandatory Support Course3 
0808xxxElective Core Course3 
 Mandatory Support Course3 
 

Year 3, Semester 6 (18 Credits) ​ ​ ​
Course #
TitleCrHrsPrerequisites
 Mandatory Support Course3 
 Mandatory Support Course3 
0808xxxElective Core Course3 
 Mandatory Support Course3 
 Mandatory Support Course3 
 University Elective3 
 

Year 3, Summer Training (3 Credits)
​ ​ ​
Course #TileCrHrsPrerequisites
0808400Internship384 credits
 

Year 4, Semester 7I (12 Credits) ​ ​ ​
Course #TileCrHrsPrerequisites
0808xxx
Elective Core Course3 
 Mandatory Support Course3 
 University Elective3 
 Free Elective3 
 

Year 4, Semester 8 (12 Credits) ​ ​ ​
Course #TitleCrHrsPrerequisites
0808412
Graduation Project  3Senior Standing
 Mandatory Support Course3 
 University Elective3 
 Mandatory Support Course3 
 


Courses Descriptions
The courses offered by the Mass Communication program start with (0808). Description of the courses in the program of study that are offered by other programs within and outside the College are described in the pages of the associated programs.

Elective Core courses
Description of the elective core courses of which students are required to select 21 credits are given below:
 

Course NumberCourse NameDescription
0808201Media in the UAEPrerequisite: None

This course covers: historical development and current overview of media of mass com­munication in the UAE, media role in national development and cultural advancement, media development in the 1990s including: the press, broadcasting, internet communications and adver­tising in the UAE and media profes­sional orientations. Students also learn about future trends. 
0808311News ReportingPrerequisite: 0808211

This course presents gathering information and writing articles for print media, using conventional and online news sources, basic reporting and writing of various news stories including: accidents, reviews, profiles, sports, and crimes. News reports may be published in community or student newspapers.
0808312Video Shooting and EditingPrerequisite: 0808213

This course introduces the tools, techniques and language of videography, video camera components and operations, camera techniques and operating field video camera and related equipments, tools, techniques and language of digital editing. Final Cut Pro software is used. The class acts as a hands-on production lab and covers the technical fundamentals of shooting and non-linear editing.  
0808313Layout and designPrerequisite: 0808211

Students learn the fundamentals of newspaper, magazine and other publications layout and design. Through a theoretical study and hands-on experience, students will become familiar with publications design, desktop publishing and graphics software including Photoshop and Illustrator. Practical applications take place in desktop publishing lab.
0808231Principles of Public RelationsPrerequisite:  None

The course presents the concepts and process of public relations in modern societies, the role of PR in various organizations, historical development of public relations, public relations models, PR practitioners in modern societies and features of good public relations.
0808314Radio and TV Directing       Prerequisite: 0808213

The course covers the process of radio program directing, directing techniques in pre-recorded and live programs, Audio& Video mixing techniques, indoor and outdoor production, control management, handling Audio& Video matters and Practical applications in the studio. Students also learn about directing thinking and planning techniques.
0808212PhotographyPrerequisite:  None

The course presents conventional and digital photography, applications in media work, basics of photography, photography as a journalistic practice, the camera and its components, the internet as a source of digital pictures, in addition to practical applications.
0808301Information SocietyPrerequisite:  None

The course covers the concept of the information society, recent global trends in information technology development, information as a strategic political, economic and cultural resource, features of the information age, the information industry and information society features in the United Arab Emirates and the Arab world. Case studies are also presented in this course.
0808402Integrated CommunicationPrerequisite:  0808100

The course presents an introduction to the principles and applications of integrated communication, using integrated communication methods in media campaign, planning, executing and implementing integrated communication campaigns and Case studies.
0808412Online JournalismPrerequisite: 0808211

The course covers understanding the Internet and its impact on journalism, with special attention to the search for a new style of narrative that can take advantage of the simultaneous use of text, hypertext, photos, images in motion, audio and databases. Students gain practical experience in the production of an electronic information delivery product using computer programs such as HTML, Dreamweaver, and others. The course discusses the business, ethical, and legal implications of online journalism.
0808303Public OpinionPrerequisite: 0808100

The course covers the concept of public opinion, theories of public opinion, media role in public opinion formation, including the agenda-setting hypothesis, public opinion as a social and political force, public opinion polls and how they relate to media performance, the Internet as a source of public opinion formation and Social responsibility and ethics in advertising and marketing as applied to PR. This course also includes case studies of advertising and marketing use in public relations in the UAE and other countries.  
0808403International and Cultural Communication   Prerequisite: 0808100

The course presents the influence of culture on communication processes. It focuses on the impact of values, beliefs and perspectives on intercultural interactions and on issues pertaining to trans-border Information flows in the age of globalization. The course also covers local cultures and national identities, media role in safeguarding indigenous cultures and modes of expression.
 

Mandatory Support Courses
Description of the 42 credits of mandatory courses supported by other programs are described in the bulletin. Refer to the section of the specific programs that offer them.