Introduction to Mass CommunicationModule Details

Rationale

The course provides both an overview of the theories that describe and shape mass media communications and an examination of the traditional and non-traditional mass communication tools that influence today’s cultural and business models. The course also covers the historical media evolution, its contemporary developments, as well as, trends and issues that have arisen through the years, exposing students in this way to a critical analysis of the current role and future of the media industry.

Learning outcomes

At the end of the course students will be expected to:
(i)    Discuss theories of mass communications, basic concepts and contemporary issues.
(ii)   Apply the most relevant communication theories to their study and practice of public relations.
(iii)  Examine the evolution of mass communications industry and the relevant concepts.
(iv)  Describe the role of media in social, cultural, economic, political and other contexts. 
(v)   Compare the most common concepts and theories in mass media communication and apply them to relevant media cases.
(vi)  Interpret the ways they daily interact with the media content to create meaning, shape opinion and gain knowledge.
(vii) Recognise different trends and ethical issues which arise through mass media use and evolution.