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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

BACHELOR OF ARTS IN MASS COMMUNICATION (English)

 

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.

 

Academic Program

Bachelor of Arts in 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.

 

Career Opportunities

Because of the generalist 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.


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

BA in Mass Communications in English 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 Credits15304287
Elective Credits9-2736
Total243069123

 

Course Numbering Scheme

Courses offered in the College of Communication are designated by number codes in the form 08XYABC where:

 

XY08: 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 3None
0808101Media Writing  3None
0808210Introduction to Graphic Design 3None
0808211 Introduction to Journalism  3None
0808213Introduction to Electronic Media 30808100
0808202Communication Theories 30808100
0808203Media Law and Ethics30808100
0808306Communication Research Methods30808100
0808412Graduation Project  30808306 and Senior standing
0808400Internship  384 Credits

 

Descriptions of the required College courses are given below:

 

Course NumberCourse Name  Description
0808100Introduction to Communication

Prerequisite: 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 Writing 

Prerequisite: 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: None

 

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.

 

0808211 Introduction to Journalism 

Prerequisite: 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.

 

0808213Introduction to Electronic Media

Prerequisite: 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.

 

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

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.

 

0808306Communication Research Methods

Prerequisite: 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

0808412Graduation Project 

Prerequisite: 0808306 and 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.

0808400Internship 

Prerequisite: 84 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.


 

III. Program Requirements

The program requirements consist of 69 credit hours of courses divided into three major sets as described below.

 

Elective Core Courses

This set consists of 21 credit hours selected from the following list:

 

Course #Course TitleCrHrsPrerequisite
0808201Media in the UAE30808100
0808212Photography  30808211
0808231Principles of Public Relations30808202
0808301Information Society 30808211
0808303Public Opinion  30808211
0808311News Reporting  30808211
0808312Video Shooting and Editing  30808213         
0808313Layout and Design  30808210
0808314Radio and TV Directing  30808213
0808402Integrated Communication30808231
0808403International and Intercultural Communication  30808202
0808415Online Journalism 30808211

 

 

Descriptions of the required Program courses are given below:

 

Course #Course NameDescription
0808201Media in the UAE

Prerequisite: 0808100

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.

0808212Photography

 Prerequisite:  0808211

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.

0808231Principles of Public Relations

 Prerequisite:  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.

 

0808301Information Society

Prerequisite:  0808211

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.

0808303Public Opinion

Prerequisite: 0808211

The course covers the concepts 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.

0808311News Reporting

Prerequisite: 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.

0808312

 

 

 

 

 

 

 

 

Video Shooting and Editing

 

 

 

 

 Prerequisite: 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 equipment, 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 Design

Prerequisite: 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.

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.

0808402 Integrated Communication

Prerequisite: 0808231

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.

0808403International and Intercultural Communication

Prerequisite: 0808202

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.

0808412Online Journalism

Prerequisite: 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.

 

 

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. 

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 1, Semester 1 (15 Credits)
Course #Course TitleTypeCrHrs
0201102 or 0201105

Arabic Language

OR

Arabic Language for non-Arabic Speakers

UR3
 0202112English for Academic PurposesUR3
0104101Islamic CultureUR3
0808100Introduction to CommunicationCR3
0808101Media WritingCR3
Total15

 

Year 1, Semester 2 (15 Credits)
Course #Course TitleTypeCrHrs
1411100Introduction to Information TechnologyUR3
 Mandatory Support RequirementPR3
0808211Introduction to JournalismCR3
0808213Introduction to Electronic MediaCR3
 University ElectiveUR3
Total15

 

                                         

 

Year 2, Semester 3 (15 Credits)
Course #Course TitleTypeCrHrs
0808210Introduction to Graphic Design  CR3
0808202Communication Theories CR3
 Program RequirementPR3
 University ElectiveUR3
 Mandatory Support RequirementPR3
Total15

 

Year 2, Semester 4 (15 Credits)
Course #Course TitleTypeCrHrs
0808203Media Law and EthicsCR3
 Program RequirementPR3
 University ElectiveUR3
 Mandatory  Support RequirementPR3
 Mandatory  Support RequirementPR3
Total15

 

Year 3, Semester 5 (18 Credits)
  Course #Course TitleTypeCrHrs
  0808306Communication Research methodsCR3
 Program RequirementPR3
 University ElectiveUR3
 Mandatory Support RequirementPR3
 Mandatory Support RequirementPR3
 Mandatory Support RequirementPR3
Total18

 

 

Year 3, Semester 6 (15 Credits)
Course #Course TitleTypeCrHrs
 Program RequirementPR3
 Program RequirementPR3
 Mandatory Support RequirementPR3
 Mandatory Support RequirementPR3
 Mandatory Support RequirementPR3
Total15

 

Year 3, Summer training (3  Credits)
Course #Course TitleTypeCrHrs
0808400InternshipCR3

 

 

Year 4, Semester 7 (15 Credits)
Course #Course TitleTypeCrHrs
 Program RequirementPR3
 Program RequirementPR3
 Free ElectivePR3
 Mandatory Support RequirementPR3
 Mandatory Support RequirementPR3
Total15

 

Year 4, Semester 8 (12 Credits)
Course #Course TitleTypeCrHrs
0808412Graduation ProjectCR3
 Free ElectivePR3
 Mandatory Support RequirementPR3
 Mandatory Support RequirementPR3
Total12

 



Program Outcomes

By the end of the program the students will be able to:


1. Explain how digital and legacy media --as industries, makers of meaning, and shapers of society—operate.

2. Appraise key media policy and regulation debates that organize media and communication practices, with a focus on the principles of freedom of speech and press, diversity, and pluralism.

3. Apply research methods and techniques and be able to address a range of media texts, technological practices, audiences and relevant social issues.

4. Use and operate audio and video equipment and studios and demonstrate aptitude for videography, editing, and directing for radio and television.

5. Demonstrate skills of critical thinking to examine the roles and functions of media and communication technologies in contemporary society.

6. Prepare, design and produce content for print and digital newspapers and magazines using latest desktop publishing software, and employ photojournalism skills to tell stories with pictures and graphics using the latest graphics design and multimedia software.

7. Apply knowledge and skills in the media and communication professional environment through internship and other training settings, and appreciate the importance of leadership, team work and decision- making processes.

8. Understand the principles, processes and complexities associated with global communication, and critically scrutinize issues of globalization, ownership, and cultural identity.

9. Discuss media social responsibility and the ethical issues and standards within current and emerging media and communication practices.