1

COMMUNICATION 1307
Introduction to Mass Communication
COURSE SYLLABUS

Section 10466-008 DIL 12-Week Course
Fall 2012
September 24 December 16, 2012

MANDATORY: You are responsible for reading the information contained in this syllabus and for adhering to the guidelines
and policies explained in it. Please sign up for ACC webmail immediately after enrolling in the class. When you email
instructor, your subject line always should include the designation DIL1307 so it will not be flagged as SPAM by email
server. If you have questions about the course or the syllabus, please contact the instructor via email.

Prerequisite
None

Course Description
Communication 1307 surveys the basic factors affecting mass communication in the digital age, including theories and
models of communication, the relationship between mass media and society, and history, technology, and trends in
newspapers, radio, television, film, books, the Internet, advertising, public relations, visual messages, media law, and
ethics.

Faculty information
Sallie Sharp, Ph.D. (University of Texas), J.D. (Georgetown University), M.A. (Harvard University), B.A. (LSU)
Office hours NRG: Room 4223 Tuesdays and Thursdays 7:30 9 a.m., noon 1 p.m. and by appointment
Office telephone: 512-223-4809.
Cellular telephone: 512-826-6777 (Brief messages only, please.) You may text me at this cellular number. If you do so,
please identify yourself in the text.
1
Email: ssharp@austincc.edu

Instructional materials
Textbook: Dominick, Joseph R. The Dynamics of Mass Communication 12th ed. This is the required reading text for the
course. ISBN 978-0-07-352619-5. You may purchase this book many ways: ACC bookstore, Bevos, Amazon.com,
craigslist, eBay, student book sharing sites, the publishers web page, etc. Be sure you get the correct edition: the 12th
edition. This is a link to the book on Amazon.com, but I am not recommending any particular vendor.

http://www.amazon.com/Dynamics-Mass-Communication-Media-
Transition/dp/0073526193/ref=sr_1_2?ie=UTF8&qid=1341609230&sr=8-
2&keywords=Joseph+Dominick+Dynamics+of+Mass+Communication

Supplemental materials: Postings on course Blackboard site from instructor, video footage, Twitter, YouTube clips,
newspapers, magazines, other media.

Instructional Methodology
This course is an Internet-access (PCM) distance-learning version of the standard Introduction to Mass Communication
course. Students will be required to do the same amount of work and the same quality of work as students enrolling in the
classroom equivalent of the course. This PCM course is designed for mature and capable students endowed with a great
degree of self-discipline and responsibility and knowledge of personal computers and the Internet. If this description does
not sound like you, then you should consider dropped this section and adding a classroom section of the course. You will
need maturity, ability, and self-discipline to complete successfully the requirements of any distance-learning course. Before
beginning the course, please go to http://dl.austincc.eduand follow the various lengths to learn about the methodology and
support for distance learning classes at the college. Being familiar with the material on the distance learning website will
make your semester go more smoothly.

Library Access to news sites
ACC Students, Faculty and Staff have access to both the New York Times and the Austin American Statesman through the
ACC Libraries.

Begin with the Library homepage http://library.austincc.edu and direct enter either of these newspaper titles into the catalog
search box labeled "Quickly find Books, Videos and More".

Click through to open the database that we subscribe to which contains the back issues of these two newspapers.

It is important to note that students who are off campus will be prompted to enter their ACC e-ID username and password
when entering the database from the catalog to verify their current enrollment.
2


ACC libraries offer a subject guide dedicated to Journalism. On this guide you will find information about print, electronic,
and other Library resources including newspapers.
http://researchguides.austincc.edu/journalism

If you have further questions about how to access these or other library resources, you may also want to contact one of our
Reference Desks during open hours. You will find a list of numbers at the bottom of this page:
http://library.austincc.edu/help/ask.php


Course Objectives
The goals of Communication 1307 are to promote
Understanding of the basic factors affecting mass communication and mass media;
Understanding of societys impact on the media and the medias impact on individuals and society;
Development of analytical and critical thinking skills concerning the mass media and mass media messages;
Understanding of media output as expressions of individual and societal values within technical, economic, historical and
social contexts;
Expansion of students depth and scope of media use and understanding.
Development of enhanced abilities to decipher nuances of mass messages, developed through reading and writing
assignments and class discussions.

Course Learning Outcomes
Upon completion of Communication 1307, students should be able to
Analyze critically mass media and mass media messages;
Understand the economic and social imperatives affecting message content, delivery and effects;
Understand the influences of media content on cultural perceptions;
Understand the characteristics of contemporary mass media, including the influence and roles of media history, media law
and ethics, governmental regulation, and evolving technology.

Student Learning Outcomes
Upon completion of Communication 1307, students should be able to
Critically analyze and discuss media message content;
Identify economic and cultural influences affecting mass media messages.
Discuss the juxtaposition of factual information and entertainment demands on media content in light of economic and
technological imperatives.
Understand media history and technology and their effects on contemporary messages.
Develop an increased understanding and awareness of media influences on perceptions of multiculturalism and diversity;
Understand the evolving roles of social media messages on politics, behavior, and culture.
Understand the effects of globalization and consolidation on the media.

Grading policy
Final grades will be calculated in the following manner:

3 unit exams @ 100 points each 300

Questions for Review 5 x 3 = 15 total
(See below)

Extra credit might be offered during the semester.

All exams are taken on computers in ACC testing centers. See discussion of Testing Center rules, regulations, and
guidelines, below. No exams are taken from home or other computers. Each of the examinations may include multiple
choice, true/false, matching or short-answer questions. The examinations are computer-based. No retests are permitted.
Letter grades are not given on exams, only points. Points are combined at the end of the semester to determine the final
performance (letter) grade using the grade point scale below. There are no scheduled extra credit assignments.

FINAL GRADING SCALE based on total points:
300-270 A
269-240 B
239-210 C
209-180 D
below 180 F

Questions for Review Extra Credit: Students may earn 5 points toward their final total point for each of three exams this
semester by completing Questions for Review that accompany each of three course units. This is an opportunity to have 5
points added to each exam grade. Each chapter ends with Questions for Review (see page 26 in text, for example.)
3

Complete each chapters review questions as you complete the chapters. I recommend that you keep a running list of
review questions on your computer. Email me the document after you take the exam at the end of each unit, on the deadline
contained in the syllabus. If you wait to do these questions the night before they are due, they lose their value as a study aid.
If you miss one of these deadlines, I reserve the right to decline to accept your homework. Late work and make-up work and
tests: Late work and make-up will not be accepted without prior approval.

Withdrawal Policy
It is the responsibility of each student to ensure that his or her name is removed from the roll should he or she decide to
withdraw from the class. The instructor does, however, reserve the right to drop a student should he or she feel it is
necessary. If a student decides to withdraw, he or she should also verify that the withdrawal is submitted before the Final
Withdrawal Date, November 26, 2012. The student is also strongly encouraged to retain their copy of the withdrawal form
for their records. Students who fail to take an exam and do not officially withdraw may receive a grade of F for the course.

Students who enroll for the third or subsequent time in a course taken since Fall, 2002, may be charged a higher tuition rate,
for that course.
State law permits students to withdraw from no more than six courses during their entire undergraduate career at Texas
public colleges or universities. With certain exceptions, all course withdrawals automatically count towards this limit. Details
regarding this policy can be found in the ACC college catalog.

Incompletes
No incompletes will be given in this class.

Statement on Scholastic Dishonesty
A student attending ACC assumes responsibility for conduct compatible with the mission of the college as an educational
institution. Students have the responsibility to submit coursework that is the result of their own thought, research, or self-
expression. Students must follow all instructions given by faculty or designated college representatives when taking
examinations, placement assessments, tests, quizzes, and evaluations. Actions constituting scholastic dishonesty include,
but are not limited to, plagiarism, cheating, fabrication, collusion, and falsifying documents. Penalties for scholastic
dishonesty will depend upon the nature of the violation and may range from lowering a grade on one assignment to an F in
the course and/or expulsion from the college. See the Student Standards of Conduct and Disciplinary Process and other
policies at http://www.austincc.edu/current/needtoknow

Student Rights and Responsibilities
Students at the college have the rights accorded by the U.S. Constitution to freedom of speech, peaceful assembly, petition,
and association. These rights carry with them the responsibility to accord the same rights to others in the college community
and not to interfere with or disrupt the educational process. Opportunity for students to examine and question pertinent data
and assumptions of a given discipline, guided by the evidence of scholarly research, is appropriate in a learning
environment. This concept is accompanied by an equally demanding concept of responsibility on the part of the student. As
willing partners in learning, students must comply with college rules and procedures.

Statement on Students with Disabilities
Each ACC campus offers support services for students with documented disabilities. Students with disabilities who need
classroom, academic or other accommodations must request them through the Office for Students with Disabilities (OSD).
Students are encouraged to request accommodations when they register for courses or at least three weeks before the start
of the semester, otherwise the provision of accommodations may be delayed.
Students who have received approval for accommodations from OSD for this course must provide the instructor with the
Notice of Approved Accommodations from OSD before accommodations will be provided. Arrangements for academic
accommodations can only be made after the instructor receives the Notice of Approved Accommodations from the student.

Students with approved accommodations are encouraged to submit the Notice of Approved Accommodations to the
instructor at the beginning of the semester because a reasonable amount of time may be needed to prepare and arrange for
the accommodations.
Additional information about the Office for Students with Disabilities is available at http://www.austincc.edu/support/osd/

Safety Statement
Austin Community College is committed to providing a safe and healthy environment for study and work. You are expected
to learn and comply with ACC environmental, health and safety procedures and agree to follow ACC safety policies.
Additional information on these can be found at http://www.austincc.edu/ehs. Because some health and safety
circumstances are beyond our control, we ask that you become familiar with the Emergency Procedures poster and Campus
Safety Plan map in each classroom. Additional information about emergency procedures and how to sign up for ACC
Emergency Alerts to be notified in the event of a serious emergency can be found at http://www.austincc.edu/emergency/.
Please note, you are expected to conduct yourself professionally with respect and courtesy to all. Anyone who thoughtlessly
or intentionally jeopardizes the health or safety of another individual will be dismissed from the days activity, may be
withdrawn from the class, and/or barred from attending future activities.
4

You are expected to conduct yourself professionally with respect and courtesy to all. Anyone who thoughtlessly or
intentionally jeopardizes the health or safety of another individual will be immediately dismissed from the days activity, may
be withdrawn from the class, and/or barred from attending future activities.

Use of ACC email
All College e-mail communication to students will be sent solely to the students ACCmail account, with the expectation that
such communications will be read in a timely fashion. ACC will send important information and will notify you of any college
related emergencies using this account. Students should only expect to receive email communication from their instructor
using this account. Likewise, students should use their ACCmail account when communicating with instructors and staff.
Instructions for activating an ACCmail account can be found at http://www.austincc.edu/accmail/index.php.

Testing Center Policy
Under certain circumstances, an instructor may have students take an examination in a testing center. Students using the
Academic Testing Center must govern themselves according to the Student Guide for Use of ACC Testing Centers and
should read the entire guide before going to take the exam. To request an exam, one must have:
ACC Photo ID
Course Abbreviation (e.g., ENGL)
Course Number (e.g.,1301)
Course Synonym (e.g., 10123)
Course Section (e.g., 005)
Instructor's Name

Do NOT bring cell phones to the Testing Center. Having your cell phone in the testing room, regardless of whether it is on
or off, will revoke your testing privileges for the remainder of the semester. ACC Testing Center policies can be found at
http://www.austincc.edu/testctr/

Student And Instructional Services
ACC strives to provide exemplary support to its students and offers a broad variety of opportunities and services.
Information on these services and support systems is available at: http://www.austincc.edu/s4/
Links to many student services and other information can be found at: http://www.austincc.edu/current/
ACC Learning Labs provide free tutoring services to all ACC students currently enrolled in the course to be tutored. The
tutor schedule for each Learning Lab may be found at: http://www.autincc.edu/tutor/students/tutoring.php
For help setting up your ACCeID, ACC Gmail, or ACC Blackboard, see a Learning Lab Technician at any ACC Learning
Lab.








CALENDAR OF ACTIVITIES AND DATES
(Instructor may modify calendar as semester progresses.)
____________________________________________________________________________
Chapters 1 - 7
(Week 1)
September 24 September 30
Activate ACC email, if you have not done so. Complete orientation and email instructor. Do this before the end of ACCs
add/drop period.
Chapter 1: Communication: Mass and Other Forms
Chapter 2: Perspectives on Mass Communication.

(Week 2)
October 1--7
Chapter 3: Historical and Cultural Context
Chapter 4: The Internet and Social Media

(Week 3)
October 8 - 14
Chapter 5: Newspapers
Chapter 6: Magazines

(Week 4)
October 15 - 21
Chapter 7: Books
5



Examination on Chapters 1 7 in testing center through October 28.
Review questions and key words must be emailed to me by midnight October 28 for 5 points extra credit. Please note: The
assigned reading for the next segment begins immediately. The exam is in the testing center from the start of the semester
until October 28. The exam review is posted on BB.

______________________________________________________________________________
Chapters 8 - 12
(Week 5)
October 22 -- 28
Chapter 8: Radio


(Week 6)
October 29 November 4
Chapter 9: Sound Recording
Chapter 10: Motion Pictures

(Week 7)
November 5 - 11
Chapter 11: Broadcast Television

(Week 8)
November 12 November 18
Chapter 12: Cable, Satellite and Internet Television

Second Exam in testing center through November 25. Review questions and key terms for Chapters 8 12 must be
emailed to me by midnight, November 25 for 5 points extra credit. Exam review posted on BB. Because the Chapter 8-12
testing period coincides with Thanksgiving, I have provided more time to take to come into a campus and take the exam.


Chapters 13 - 18
(Week 9)
November 19 - 25
Chapter 13: News Gathering and Reporting
Chapter 14: Public Relations

(Week 10)
November 26 December 2
Chapter 15: Advertising
Chapter 16: Formal Controls: Laws, Rules, Regulations

November 26 is last day to withdraw from course with W. Student is responsible for initiating withdrawal on or before this
date.

(Week 11)
December 3 8
Chapter 17: Ethics and Other Informal Controls
Chapter 18: Social Effects of Mass Communications

(Week 12)

December 9 - 12

PLEASE NOTE THAT EXAM 3 MUST BE COMPLETED BY WEDNESDAY OF FINAL WEEK OF CLASSES.
Final Exam covers material from Chapters 13-18. Exam is taken in testing centers. Review questions and key terms must
be emailed to me by midnight December 12 for 5 points extra credit.
August 22, 2012