COMM 370

Theories of Mass Communication

 

Elizabeth M. Perse                                                        Fall 2003

Office: Pearson 250                                                      Section 10    

Phone: 831-8041                                                         Class Meetings: Wolf 100

E-mail: eperse@udel.edu                                  TR 11:00 - 12:15

Office Hours: by appointment  

                      

Course Description/Objectives:  This course will examine the foundations and evolution of communication theories pertaining to the structure, uses, and relationships among the mass media.  A variety of research and ideas will be examined including: the changes in mass communication paradigms, media systems and development, models of mass communication, and links between media and societal structures.  Students will gain an understanding of how mass communication has achieved its role of importance in U.S. society and in the lives of its citizens. 

 

Texts: Severin, W. J., & Tankard, J. W. (2001). Communication theories: Origins, methods, uses (5th ed.). New York: Longman.  [ST]

 

Shoemaker, P. J., & Reese, S. D. (1996). Mediating the message: Theories of influences on mass media content (2nd ed.). New York: Longman. [SR]

 

Readings: Course readings are available on the course home page on the WWW:

http://www.udel.edu/communication/COMM370/eperse/comm370.html

 

An optional set of course overheads is available for purchase at the Newark News Stand.

 

Grading:  Grading will be based on three exams, each worth 33 points and covering one third the course material (readings and lecture material).  Exams will be given in class on Oct 3, Nov 7, and during final exam week.  Students must get my permission before the exam to reschedule any exam.  Illness verified by a medical doctor's note is the only exception to that rule.   

There will be a total of 99 possible course points.  Grades will be assigned as follows:

 

87 points = A

67 = C

83 = A-

63 = C-

80 = B+

60 = D+

77 = B

57 = D

73 = B-

53 = D-

70 = C+

below 53 = F

 

Extra Credit:  Because the Department of Communication is committed to advancing knowledge in our field, extra credit will be given only for participating in communication research.  Research opportunities will be announced as they arise.

 

 

Course Schedule

Date

Topic

Readings

Sept 4

Introduction to the course

ST1

Sept 9

Scientific method

Concepts and models

ST2

Sept 11

Theory in our field

ST3, ST18

        16

Channel Theories

ST7

        18

Information Theory

Readability/Redundancy

ST3 (pp. 49-57), Severin

        23

Channel aspects

Other media differences

ST17 (pp. 366-372)

        25

Interpersonal and Mass

ST9

        30

Groups/two-step flow

Diffusion of Innovations

ST10, Lowery & DeFleur, Rogers, ST17 (pp. 376-377)

Oct 2

EXAM 1

 

       7

Theories of Media/Society

ST15, SR9

       9

Normative theories,

Societal functions

 

        14

Media performance,

Feminist approaches

 

        16

Theories of Content

 

        21

News, News bias

SR5, SR6, ST5

        23

Influences

SR7, ST16

        28

Entertainment, Play Theory

Stephenson

        30

Suspense, Mood management

Zillmann, 1980

Zillmann, 1988

Nov 4

EXAM 2

 

        6

Theories of Persuasion

 

        11

Propaganda

ST8

Nov 13

Theories

ST6

        18

Message Aspects

ST8

         20

NCA – No class

 

         25

Attitudes, Models, Sources, Messages

Petty & Cacioppo

         27

Thanksgiving — No Class

 

Dec 2

Theories of the Audience

Passive Audience

ST4 

        4

Perception, Selectivity

ST7

        9

Uses & Gratifications

ST14, ST17 (pp. 375-376)

Final Exam Week              

EXAM 3

 

Note: The dates on this course outline are approximate.  You are responsible for any changes made in the schedule.

 

 

 Readings

 

            Severin, W. J., & Tankard, J. W. (1997). The measurement of readability (Chapter 7). In  Communication theories (4th ed.). New York, Longman.

 

            Lowery, S. A., & DeFleur, M. L. (1995). Personal influence: The two-step flow of communication (Chapter 9). In Milestones in mass communication research (3rd ed.). New York: Longman. 

 

            Rogers, E. M. (1983). Opinion leadership and diffusion networks (Chapter 8). In Diffusion of innovations (3rd ed.).  New York: Free Press.

 

            Stephenson, W. (1988). Play theory (Chapter 4). The play theory of mass communication.  New Brunswick, NJ: Transaction.

 

            Zillmann, D. (1980). Anatomy of suspense. In P. H. Tannenbaum (Ed.), Entertainment functions of television (pp. 133-163). Hillsdale, NJ: Erlbaum.

 

            Zillmann, D. (1988). Mood management through communication choices. American Behavioral Scientist, 31, 327-340.

 

            Petty, R. E., & Cacioppo, J. T. (1981). The message-learning approach (Chapter 3). In Attitudes and persuasion: Classic and contemporary approaches. Dubuque, IA: Wm. C. Brown.