Mass Communication

Listing of Course Designations & Rubrics

Mass Communication - MC

Required of all mass communication majors: MC 2010, 2015, 2020, 3018, 3080, 4090.

General education courses are marked with stars ().

GENERAL COURSES

2000 Introduction to the Mass Media (3) F,S,Su The mass communication process within American society; development, structure, function, and cultural impact of the mass media.

2010 Media Writing (3) Prereq.: keyboarding proficiency of at least 35 words per minute. 1 hr. lecture; 3 hrs. lab. Preparation of written materials for dissemination through the mass media; emphasis on informational and persuasive communication.

2015 Visual Communication (3) Prereq.: keyboarding proficiency of at least 35 words per minute. Majors will be given priority for enrollment. 2 hrs. lecture; 2 hrs. lab. Strategies for the design, development, and production of media programs using advanced computer and video systems.

2020 Foundations of Advertising and Public Relations (3) Theories and principles of advertising and public relations; their social and economic roles.

3018 Foundations of Media Research (3) Prereq.: LIS 1001. Role of research in media institutions and the mass communication process; basic concepts of research evaluation.

3080 Mass Media Law (3) Legal rights of and restraints on the mass media; emphasis on First Amendment considerations.

3998 Internship (3) F,S,Su Prereq.: 2.50 gpa in 12 or more hrs. of mass communication; 2.50 gpa overall average; and consent of practicum counselor and school dean. Pass-fail grading. May be taken for a max. of 6 hrs. of credit; only 3 hrs. may be counted toward a degree in Mass Communication. At least 15 hours of work per week (28 hrs. in a summer term) under general supervision of a faculty member and direct supervision of a professional in some field of mass communication (advertising or public relations agency, newspaper, magazine, journal, or broadcasting station).

4050 Media Management (3) F,S Concepts and principles of management, entrepreneurial leadership, organizational behavior, and strategic planning applicable to media organizations; study of social, political, ethical, technological, and legal issues confronting media companies.

4090 Media Ethics and Social Responsibility (3) Role of the media as socially responsible institutions; ethical issues, policies, and practices in gathering, processing, and disseminating content.

4095 American Media History (3) Themes and trends in the historical development of media, including journalism, advertising, and public relations.

4103 Comparative Media Systems (3) World mass media; news agencies, communication organizations, differing philosophies, international news flow, and political, economic, cultural, and geographical influences.

4111 Mass Media Practices (3) Prereq.: concurrent registration in MC 4211. Keyboarding proficiency of at least 35 words per minute. 1 hr. lecture; 4 hrs. lab. Open to LSU undergraduates who qualify for entry into the University's Accelerated Master's Degree Program. Required of all students who enter the mass communication graduate program without a degree or professional experience in mass communication. May not be counted for undergraduate or graduate degree credit by Mass Communication majors. Consult school before registering. An honors course, MC 4112, is also available. An intensive course in laboratory practice in the professional skills required of all media practitioners.

4112 HONORS: Mass Media Practices (3) Same as MC 4111, with special honors emphasis for qualified students. Consult school before registering.

4211 Mass Media Principles (3) Prereq.: concurrent registration in MC 4111. Open to LSU undergraduates who qualify for entry into the University's Accelerated Master's Degree Program. Required of all students who enter the mass communication graduate program without a degree or professional experience in mass communication. May not be counted for undergraduate or graduate degree credit by Mass Communication majors. Consult school before registering. An honors course, MC 4212, is also available. An intensive course that provides an overview of the role of the mass media within society.

4212 HONORS: Mass Media Principles (3) Same as MC 4211, with special honors emphasis for qualified students. Consult School before registering.

4971 Special Topics in Mass Communication (3) Prereq.: consent of instructor. Also offered as SPCM 4971. May be taken for a max. of 6 hrs. of credit when topics vary. Analysis and discussion of a selected topic that goes beyond present advanced course offerings.

4999 Independent Study (3) Prereq.: gpa of at least 3.00 and consent of school. Approval of written proposal required before enrolling. Pass-fail grading. Readings, projects, conferences, and reports under faculty direction.

7000 Proseminar in Mass Communication and Public Affairs (1) Open to graduate students of mass communication only. Pass-fail grading. Introduction to graduate study in mass communication; topics include the Manship School of Mass Communication faculty's research areas, survey of the field, university's research supports, and professional and academic career preparation

7001 Research Methods in Mass Communication (3) F Resource tools, methods, and theories for identifying and investigating critical issues in mass communication.

7002 Mass Communication Philosophy and Principles (3) Examination of the most influential principles, philosophies, and ideas underlying the development of the mass media in the Western world.

7003 Case Studies in Mass Communication (3) Evaluation using the case study method of problems and challenges facing mass communication organizations, with particular emphasis on media management issues.

7005 Public Opinion and Public Affairs (3) Y Formation and development of public opinion; interaction of media organizations and public communication practitioners in building public support for ideas and policies.

7010 Seminar in Communication Literature (3) Y Basic issues and problems in mass communication as highlighted in relevant journals and books; journal articles and books of a catalytic nature.

7015 Mass Communication and Society (3) Y Roles of the mass media; responsibilities and rights of the communicator; interaction of mass media and society.

7016 International Mass Communication (3) F How nations get their news; organization and operation of press associations, newspapers, magazines, radio, and television.

7017 Media Industries and Behavior (3) Y How industry structures in various media influence decision making; effects of competition and monopoly on media behavior; economic performance in media and its effect on content.

7018 Legal Problems of the Mass Media (3) F Specific current legal problems affecting the mass media; basic principles of legal research methods.

7019 Media Systems: Policy and Technology (3) The impact of changing technologies and public policies for entrepreneurship in media enterprises, especially new and emerging media systems.

7021 Mass Communication Theory (3) Survey and exploration of origins, basic concepts, debates, and applications of major theories of mass communication; nature and utility of theoretical understanding of mass media ideologies, industries, content, and reception.

7024 Seminar in First Amendment Law (3) Prereq.: MC 7018, an equivalent graduate-level mass media law course, or permission of the instructor. Principles and theories underlying First Amendment jurisprudence as it relates to the press and speech; an examination of significant cases and legal issues through original research projects.

7028 Seminar in Communication Policy (3) The influence of public affairs and policy issues on media performance; original research concerning communication policies implemented through legislative and administrative decision making.

7201 Advanced Research Methods in Mass Communication and Public Affairs (3) Prereq.: MC 7001 or equivalent. Open to graduate students of mass communication and other fields of social sciences. Survey of research methods and research designs applicable to mass communication and public affairs.

7971 Independent Research: Mass Communication (1-3) F, S, Su Prereq.: consent of instructor and the associate dean for graduate studies. For advanced graduate students who wish to pursue research on special problems, exclusive of thesis or dissertation, for which there is no organized course.

7999 Special Topics in Mass Communication (3) F,S,Su Prereq.: consent of instructor. May be taken for a max. of 6 hrs. of credit when topics vary. Intensive advanced study, with reading and discussion, of topics in mass communication.

8000 Thesis Research (1-12 per sem.) "S"/"U" grading.

8001 Professional Internship (3) Prereq.: skills and professional courses as specified in Manship Policy Statement 304; contractual agreement with outside organization's practicum supervisor; consent of faculty intern coordinator; and permission from the school's associate dean for graduate studies. Written report containing a graduate research component is required. Pass-fail grading. The student works in a professional capacity for at least 15 hours a week (28 hours in summer term) under the general supervision of a faculty member and direct supervision of a management-level practitioner in some field of mass communication (advertising, journalism, electronic media, political communication, public relations, or other appropriate organizational position).

8002 Professional Project (3) A research component is required. Pass-fail grading. A project, approved by the student's advisory committee, related to the student's area of professional interest.

8009 Public Affairs Service Externship (9) Prereq.: consent of Manship School of Mass Communication. A research component is required. Pass-fail grading. Students will be placed in one of a variety of management settings where the extern will be meaningfully engaged in public affairs planning and execution. An advanced full-time field practicum in a professional public affairs context.

9000 Dissertation Research (1-12 per sem.) "S"/"U" grading.

 

ADVERTISING

3030 Principles of Advertising (3) F,S,Su Fundamentals of advertising theory and practice; social and economic role of advertising; functions of advertising in marketing and communication.

3031 Advertising, Copywriting, and Layout (3) F,S,Su Prereq.: MC 2010, 2015, 2020. 2 hrs. lecture; 2 hrs. lab. Techniques in the creation and production of advertising messages; laboratory execution of layouts and storyboards for electronic and print media.

3038 Fundamentals of Advertising and Public Relations Research (3) F,S Prereq.: MC 2020, 3018. Also required in the public relations area. Research methods and procedures for advertising and public relations; emphasis on effectiveness of communication and media efficiency.

4031 Advertising Design (3) F,S,Su Prereq.: MC 2010, 2015, 2020, and 3031. 2 hrs. lecture; 2 hrs. lab. Advertising design techniques for print and electronic media, using computerized desktop publishing procedures; development of layouts and storyboards; emphasis on creative approaches to advertising problems.

4033 Direct Response Advertising and Promotion (3) F,S Prereq.: MC 2020. Types and roles of direct response advertising strategies and tactics that advertising agencies and other organizations use to build and maintain relationships with customers and others.

4034 Advertising Media Analysis and Planning (3) F,S,Su Prereq.: MC 2020 or MKT 3401. Major analytical plan on current marketing problem required. Quantitative study of techniques and procedures used in determining advertising media selection, budget allocation, and levels of message intensity.

4035 Electronic Media Advertising Sales (3) Y Prereq.: MC 2010 and 2015. Electronic media advertising sales and management; advertising production; accounting procedures; and case studies.

4036 Advertising Campaigns (3) F,S,Su Prereq.: MC 2020, 3031, 3038, and 4034. 2 hrs. lecture; 2 hrs. lab. Team development of advertising campaigns on a competitive basis (simulated advertising agency operation); emphasis on research, marketing, and advertising problems; budgetary planning, media strategy, and creative design.

4040 Advertising Problems (3) F,S Prereq.: MC 3031 and 4034. Seminar in advertising problems and related readings.

7025 Advertising Theory and Processes (3) F,S Role of advertising in communication, marketing, and society; analysis of various advertising processes.

7026 Issues in Advertising (3) Y Exploration of socioeconomic, legal, ethical and cultural issues related to advertising as an institution.

ELECTRONIC MEDIA

2700 Production and Performance (3) 2 hrs. lecture; 2 hrs. lab. Production and performance techniques for use in video and audio programming of electronic media.

3650 Electronic Media and Society (3) Also offered as SPCM 3650. Organizational and economic foundations of electronic mass media; history, regulation, social significance, and responsibility.

3700 Electronic Media, Law, Regulation, and Public Policy (3) V Prereq.: MC 3650. Also offered as SPCM 3700. Development of telecommunication media law and regulation through case studies relating to the Federal Communications Act; rules and policy decisions of the Federal Communications Commission and other regulatory bodies; emphasis on current legal issues affecting the telecommunication media; legal documents and literature.

3720 Television Producing and Directing (3) F,S Prereq.: "C" or better in MC 2010. 2 hrs. lecture; 3 hrs. lab. Also offered as SPCM 3720. Producing and directing programs for television; basic set design; lighting; operation of studio cameras; microphone use and sound production; operation of studio and control room equipment.

4705 Electronic Media Programming (3) Strategies in developing program schedules for all channels of electronic media; techniques of program development for target audiences.

4710 Electronic Media Management (3) V Also offered as SPCM 4710. Problems of managing broadcast stations and cable systems; general management, sales, programming, and promotion.

7020 Electronic Media Systems (3) Integration of traditional electronic media with new media systems; political, economic, and regulatory matters; emphasis on cable television.

JOURNALISM

3001 Business Journalism (3) V Writing for and editing house magazines, trade journals, and miscellaneous industrial publications; business news reporting for the daily newspaper.

3002 Feature Writing (3) F,S Prereq: MC 2010 and 3200. Developing and writing feature stories, vignettes, and other human-interest material.

3065 Photojournalism (3) F Prereq: "C" or better in MC 2010; 2 hrs. lecture; 2 hrs. lab. Photographic principles for communication media.

3151 Advanced Reporting (3) F,S Prereq: "C" or better in MC 2010, 3200, and 3210. 2 hrs. lecture; 3 hrs. lab; individually arranged hours conducted at The Advocate. Reporting news for The Advocate.

3200 Newsgathering I (3) Prereq.: MC 2010, 2015. 2 hrs. lecture; 2 hrs. lab. Also required in the political communication area. Researching and presenting the story in print and broadcast format; gathering information through data bases, interviews, and governmental records; introduction to relational data bases.

3202 Newsgathering II (3) Prereq.: MC 3200. 2 hrs. lecture; 2 hrs. lab. Specific applications of newsgathering techniques; covering courts, law enforcement agencies, government, business; using polls and other statistical methods; relational databases.

3210 Editing for Print and Electronic Media (3) 1 hr. lecture; 3 hrs. lab. Also required in the political communication area. Selecting, evaluating, and processing information for print and electronic media; emphasis on style and content.

4010 Magazine Editing and Production (3) Y Prereq: MC 2015 and 3202. Magazine project required. Techniques of magazine editing and production; analysis of magazine industry and specific magazines and their audiences; editorial objectives and formulas, issue planning, article selection, layout, illustration, typography, printing, and circulation.

4011 Scholastic Journalism (3) Basic mass communication techniques and instructional methods for teachers of scholastic journalism; duties of counselors for newspapers and yearbooks.

4081 Opinion Journalism (3) Y Prereq: MC 2010 and 3200. Analysis of various forms of journalistic writing that involve subjective expression: interpretive reporting, news analysis, essays, editorials and columns, critical reviews, and interviews.

4250 Public Affairs Reporting (3) Prereq.: MC 3202, 3210. 2 hrs. lecture; 3 hrs. lab. Using public records to document fraud, abuse, or interesting and significant social change.

4260 Long-Format Video Production (3) Prereq.: MC 3210. 2 hrs. lecture; 2 hrs. lab. Strategies in producing video programs designed to inform mass electronic media audiences.

4270 News Production for the Internet (3) Open to undergraduate and graduate students approved by the Manship School of Mass Communication. 1 hr. lecture; 4 hrs. lab. Advanced reporting for an electronic publication, using converging media technology to create content for a news web site.

4900 Propaganda and Mass Communication (3) Theory, development, and impact of propaganda as a controversial mass communication strategy for influencing public opinion.

POLITICAL COMMUNICATION

3500 Principles of Media and Politics (3) Overview of American communication media; emphasis on historical development, structure, contemporary function, and operating methods applied to the political communication process.

4510 The American Media and Public Opinion (3) Prereq.: MC 3500. American mass media involvement in the public opinion process; coverage of polls; impact of media issues in the political process.

4515 Case Studies in Media and Political Campaigns (3) Prereq.: MC 3500. Examination of political campaigns involving American media; the media client and message; developing media messages for political campaigns.

7036 Seminar in Media and Public Affairs Theory (3) Required for Manship School of Mass Communication Ph.D. students. Advanced studies in the application of mass communication theory to public affairs and public policy cases, problems, and issues.

PUBLIC RELATIONS

3000 Principles of Public Relations (3) F,S,Su Mass communication techniques applied to theories and principles of the public relations function.

3010 Public Relations Practices (3) Prereq.: MC 2010 and 2020. History, theory, and current communication strategies in public relations.

4001 Public Relations Writing (3) Y Prereq.: MC 2010 and keyboarding proficiency of at least 35 words per minute. 2 hrs. lecture; 2 hrs. lab. Developing and writing news releases, speeches, audio-visual scripts, feature stories, and other public relations communications.

4004 Case Studies in Public Relations (3) Y Prereq.: permission of instructor. Theoretical concepts of public relations practice applied to solution of strategic business, institutional, and organizational problems.

4005 Public Relations Campaigns (3) V Prereq.: MC 3010, 3038, and 4001. 1 hr. lecture; 4 hrs. lab. Developing and implementing public relations communication campaigns; hands-on experience in designing and producing print and audio-visual materials for campaigns; emphasis on use of planning and evaluation techniques.

7006 Public Relations Strategies and Tactics (3) Formal and informal models, tasks, and techniques used to formulate and complete management activities of public relations and to function ethically in social systems.

7007 Public Relations Administration (3) Principles of public relations management and application of project research techniques; strategies of campaign setting; planning, organizing, staffing, leading, and controlling.

7008 Public Relations Programming and Production (3) Prereq.: MC 2010 and 3152 or equivalent media writing proficiency. 2 hrs. lecture; 2 hrs. lab. Writing and production of public relations messages for print and broadcast and program proposals; practice in writing, graphic design and layout of messages.

7209 Public Communication Practices (3) The role mediated communication plays in defining/influencing/altering relationships among various stakeholders and interest groups, with emphasis on mass communication strategies used to formulate and execute public affairs programs.

7210 Public Communication Administration (3) Principles of public affairs, issues management, and political communication and application of research techniques in communication campaigns, strategies of campaign settings, planning, organizing, staffing, leading, and controlling aspects of communication campaigns in corporate and governmental settings.

 

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