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AK 10103
SEMESTER 1 SESI 2016/2017 DKP5
(Friday: 2.00 4.00 pm)
This course was designed to give the underlying principle and concept of the
communication. This course is very important for students to understand and to
explore the communication process, as communication is a multiple academic
disciplines and cross-disciplines subject. It will start with topics focus on
fundamental of the communication. Along with content of this course is the
communication definitions, communication models, the history of media and
communication studies, as well as the development and evolution of the
mediascape (cover prints and broadcasting till interactive media) in Malaysia. A
brief introduction about journalism, broadcasting and public relations roles and its
power will also be explained. Complexity in dealing with current issues, audiences
and media organizations will also be touch.
Although aspects covered through this course seem widely broad, it is reminded this
course was design as brief introduction to communication before students advance
into more details on communication study. It is extremely important for each
student to have a strong foundation of communication knowledge before go further
in coming semester.
Main objective through this course is to give student knowledge and understanding
on what is communication. The objectives can be specifying into:
i. To give students the basic understanding of the communication
- Especially the underlying principle and concept of the communication which
will serve as basic knowledge for Communication course students to begin
the lifelong process of becoming literate, critical consumers and producers of
ii. To give the students the brief introductions of the communication history
- Europe and Malaysia
iii. To provide an overall picture of the communication process
- in order to increase students knowledge, understanding & skills through
various means of communication.
iv. Inquiry of communication role in different sector and communications context
- To help students determine whether they wish to pursue Journalism &
broadcasting study or PR and advertising study starting (later in) 2nd year);
v. To (prepare students for advanced studies in communication research)
provide a brief understanding on the communication study as their
fundamental knowledge before they explore further advance more

Student Learning Outcome

Upon successful completion of this course, students will be able to: 1) Synthesize the communication purposes and their applicability in daily
2) Apply communication skills for more effective communication (inter personal
& verbal and non-verbal communication);
3) Understanding Malaysian mediascape;
4) A brief idea of what is journalism and public relations;
5) To articulate a claim of analysis based on a selected communication
Week 1:

Introduction to Communication
(Pengenalan kepada Komunikasi)
- Terms, meaning, concepts, contexts & function (istilah, erti, konsep,
konteks & fungsi).
TUTORIAL: (i) Berikan definisi untuk istilah komunikasi; (ii) Jelaskan fungsifungsi komunikasi;
(9 Sept 2016)
Week 2:

History of Communication Study: Europe and Malaysia

[Sejarah kajian komunikasi : Eropah dan Malaysia]
The Growth of Communication Study & Establishment of the
Communication Field
Six Information Revolutions
TUTORIAL: (i) Galurkan perkembangan industri persuratkhabaran Melayu di
Malaysia; (ii) Galurkan perkembangan industri persuratkhabaran Bahasa
Mandarin (Cina) di Malaysia; (iii)
Galurkan perkembangan industri
persuratkhabaran Tamil di Malaysia; (iv.) reading/ articles -- Syed Arabi Idid
& Adnan Hussein
(*16 Sept 2016)
Week 3:

Communication Models
(Model-model Komunikasi)
processes characteristic, action, & operations) & basic issues [proses
(sifat, aksi & operasi) & Isu Asas]
Huraikan elemen-elemen asas komunikasi; (ii)
hubungan di antara masyarakat dengan media; (iii) Kenalpasti variabelvariabel persekitaran (budaya agama (pembentukan sahsiah diri;
keterbukaan seperti Barat), penekanan terhadap pendidikan (cth. Miskin mcm
manapun tidak boleh miskin pendidikan)] yang mempengaruhi media &
bincangkan; ( semua di atas)
(*23 Sept 2016)
Week 4:

Verbal & Non-verbal Communication

(Komunikasi Lisan & Bukan Lisan)
TUTORIAL: (i) Mr. Bean; (ii.) football fairness study
(30 Sept 2016)
Week 5:

Small Group & Big Group Communication


(Komunikasi Kumpulan Kecil & Kumpulan Besar)

TUTORIAL: (i) Komunikasi Keorganisasian; (ii) micro-manage; (iii) Budaya
kerja Jepun vs Budaya Kerja Korea (Selatan); (iii) kumpulan vs. Individu;
(07 Oct 2016)
Week 6:

Intrapersonal & Interpersonal Communication

(Komunikasi Intrapersonal & Interpersonal)
TUTORIAL: (i) think before you speaks; (ii) Lateral thinking vs vertical
thinking; (iii) speaks through your personality, your attitude/ behaviors;
(14 Oct 2016)
Week 7:

Mass Comm. Conventional & Contemporary; media, audiences

(Komunikasi Massa Konvensional & Kontemporari; media, khalayak

The Evaluation of the Relationship between Media, Societies, Economic
of Publishing & Politics Methods, Process & the Usage
(Penilaian hubungan antara Media, Masyarakat, Ekonomi Penerbitan &
Politik Kaedah-kaedah, Proses-proses & Kepenggunaan)
TUTORIAL: (i) Bincangkan hubungan di antara media dengan politik; (ii)
Bincangkan mediaskap di Malaysia media cetak, media elektronik, media
baru, dsb. (kedudukan dalam sistem politik)
(iii) What is media literacy?; (iv) What is digital media literacy? (v) What is the
important of knowing & understanding both (media & digital media) media
(21 Oct 2016)
*Ujian Pertengahan Semester
(Mid-term Exam)
28 Oct 2016
Sunday, October 30, 2016 Deepavali
*possibility 24-30 Oct is midterm semester break
Week 8:

Creative Content (Kandungan kreatif)

Journalism frames, framing, & news productions
(Kewartawanan bingkai-bingkai, pembingkaian & penerbitan

TUTORIAL: (i) Wanita dalam kerjaya kewartawanan dewasa kini; (ii)
perubahan amalan kewartawanan dalam konteks mediaskap kontemporari;
(iii) Jenis-jenis kewartawanan (e.g. kewartawanan interpretatif);
(04 Nov 2016)
Week 9:

Malaysian mediascape (Mediaskap Malaysia)

Broadcasting electronic media, new media, broadcast

(Penyiaran Media Elektronik, Kewartawan Penyiaran & Media

TUTORIAL: (i) Emergence of public journalism through internet; (ii) Social
media usage among Malaysian; (iii) Blog; (iv) Cyber Campaign; (v) hybrid
media; (vi) smartphone; (vii) YouTube; (viii) soap opera/ melodrama
(popularity) 1980s Hong Kong sehinggalah kini Hallyu (K-pop & K-drama)
(11 Nov 2016)
Week 10: Organizational Communication (Komunikasi Keorganisasian)
Public Relations (Perhubungan Awam)
TUTORIAL: Understanding organizational communication physical, pattern,
& procedural; what is assimilation; & socialization?; read article Public
Relations Content ad Models
(18 Nov 2016)
Week 11: Intercultural Communication (Komunikasi silang/ antara
Advertising (Pengiklanan)
McDonaldization; ambush marketing; Advertising news, ad pitches; Ad in print
& broadcast media;
(25 Nov 2016)
*26, 27 & 28 November 2016 UMS 18th Convocation Ceremony 2016
Week 12:

Theories & Research in Communication Study

(Teori-teori & Penyelidikan dalam kajian Komunikasi)
TUTORIAL: (i) Relationship between Theory & Research;
(02 Dec 2016)
Week 13:

Presentation & Revision

(Pembentangan & Ulangkaji)
(09 Dec 2016)

Week 14:

Presentation & Revision

(Pembentangan & Ulangkaji)
(16 Dec 2016)
------- Final Semester Exam (3 weeks) ---------------------------------Course Materials
Reference books (*required and optional), as well as supplementary reading and use
of learning resources beyond the books such as journals,, website, field trips (*to
newspaper organizations), learning project, and forum through interactive computer
mediated communication (CMC) like social media.
Agee, W. K., Ault, P. H., & Emery, E. 1997. Introduction to Mass Communications
(12th Edition). HarpercollinCollegePublishers.
Baran, S. J. & Davis, D. K. 2010. Mass Communication Theory: Foundations, Ferment
and Future (7th Ed.). Wadworth.

Barker, L.L & Barker, D. A. 1996. Communication (7th Edition). New Jersey: Prentice
Beebe, S. A., Beebe, S. J. & Redmond, M. V. 1996. Interpersonal Communication,
Relating to others (2nd Edition). Boston: Allyn and Bacon
Berko, R. M., Wolvin, A. D. & Wolwin, D. R. 1995. Communicating. USA: Houghton
Mifflin Co.
Boyd-Barrett, O. & Newbold, C. 1995. Approaches to Media: A Reader. Fifth Avenue,
New York: Arnold
Briggs, A. & Cobley, P. 2002. The Media: An Introduction (2nd Edition).
England: Longman


Bucy, E. P. 2002. Living in the Information age: A New Media Reader. Albert
Complex, Singapore: Wadsworth: Thamson Learning
Byers, P. Y. 1997. Organizational Communication, Theory and Behavior. Boston:
Allyn & Bacon.
Caldwell, J. T. 2000. Theories of New Media: A Historical Perspective. London: The
Athlone Press
Corner, J. & Hawthorn, J. 1993. Communication Studies, An Introductory Reader (4th
Edition). London : Edward Arnold.
Crowley, D. & Heyer, P. C. 2003. Communication In History: Technology, Culture, and
Society. Person Education, Inc.
Dennis, E. E. & Merrill, J.C. 1996. Media Debates: Issues In Mass Communication (2nd
Edition). White Plains, New York: Longman Publisher
Devereux, E. 2003. Understanding the Media. SAGE Publications Ltd.




Griffin, E. 2003. Communication Theory (5 th Edition). The McGraw-Hill Companies,

Harper, G. 2002. The New Mass Media. Boston : Houghton Mifflin Co.
Lewis, G. & Slade, C. 1994. Critical Communication. Erskineville, Australia: Prentice
Hall Australia.
Littlejohn, S. N. 2002. Theories of Human Commtion (7th Edition). Belmont, USA:
Wadsworth Publishing Co.

McLuhan, M. 1964. Understanding Media. New Fetter Lane, London: Routledge &
Kegan Paul
McQuail, D. 1992. Media Performance: Mass Communication and the Public Interest.
Bonhill Street, London: Sage Publications
McQuail, D. & Windahl, S. 1996. Communication Models: For The Study of Mass
Communication (2nd Edition). Longman Singapor
Miller, K. 2005. Communication Theories: Perspectives, Process, and
Contexts (2nd Ed.). Boston: McGraw-Hill Cos.
Noor Bathi Nadarudin. 2002. Dunia Moden Media: Panduan memilih kerjaya dalam
bidang media (akhbar, majalah, radio, televisyen, Internet, periklanan &
perhubungan awam) pada peringkat universiti. PTS Publications &
Distributors Sdn. Bhd.
Patterson, P. & Wilkins, L. 1998. Media Ethics: Issues Cases (3rd Edition).
Crawfordsville, USA: McGraw-Hill
Real, M. R. 1996. Exploring Media Culture: A Guide. SAGE Publications
Rogers, E. M. 1994. A History of Communication Study: A Biographical Approach.
Third Avenue, New York: The Free Press
Samovar, L. A. & Porter, R. E. 2001. Communication Between Culture. Wadsworth
Samsudin A. Rahim. 2003. Komunikasi Asas. Kuala Lumpur: Dewan Bahasa
dan Pustaka.
Severin, W. J. & Tankard, Jr. J. W. 1992. Communication Theories: Origins, Methods,
and Uses In The Mass Media (3rd Edition). The University of Texas at Austion:
Silverblatt, A. 1995. Media Literacy: Key Interpreting Media Messages. Westport,
Connecticut, London: Praeger.
West, D. M. 2001. The Rise and Fall of the Media Estavlishment. Boston, New York:
Bedford/St. Martins
Wilson, J. & Wilson, S. R. 1998. Mass Media Mass Culture (4th Edition). McGraw-Hill.
Windahl, S., Signitzer, B. & Olson, J. T. 1992. Using Communication Theory. London:
SAGE Publication
Penilaian terhadap pelajar
komponen seperti berikut:



Group assignment (Tugasan Kumpulan)

(+ penglibatan dlm perbincangan)




15 %

Online forum & tutorial tasks

(+ penglibatan dlm perbincangan)

10 %

Individual assignment

15 %

Mid-term exam (Ujian Pertengahan Semester)

30 %

Final Exam (Peperiksaan Akhir Semester)

30 %
100 %

Penilaian Tugasan:

Bidang Kajian
Cara Kajian
Lain-lain komen


Kandungan Tugasan idea, aliran idea (flow of ideas), kemantapan



Penyampaian yang kompransif (comprehensive).

Ejaan, gaya dan bahasa yang digunakan
Kemampuan penulis menyampaikan hasil kajian / penyelidikan.


Format Gaya Penulisan Akademik

Susunan persembahan
Penggunaan tajuk-tajuk kecil
Teknik persembahan


Rumusan dan cadangan pelajar terhadap kajian


Rujukan/ Lampiran buku, jurnal & artikel

7. tugasan dibuat dalam Bahasa Melayu (atau Bahasa Inggeris untuk pelajar
antarabangsa); front size 12; Times New Roman; 1.5 spacing.