SCHOOL OF MEDIA AND COMMUNICATION
媒体与传播学院
BACHELOR OF MASS COMMUNICATION (HONS.)
大众传播学士(荣誉)
DEGREE PROGRAMMES
学位课程
SEPTEMBER 2024 SEMESTER
2024 年 9 月学期
MODULE INFORMATION
模块信息
MODULE TITLE: Introduction to Mass Communication
模块名称:大众传播概论
MODULE CODE: 60504/62704
模块代码:60504/62704
NO. OF CREDIT HOURS: 4
学时数:4
SEMESTER: 23 SEPT 2024 – 03 JAN 2025
学期:23 SEPT 2024 – 03 JAN 2025
MODULE LECTURER: Zharif Iskandar
模块讲师:Zharif Iskandar
EMAIL ADDRESS: zharifiskandar.kamarulzaman@taylors.edu.my
邮箱地址:zharifiskandar.kamarulzaman@taylors.edu.my
OVERVIEW:
概述:
Module Name: Introduction to Mass Communication
模块名称:大众传播概论
Module Code: COM60504 COM62704
模块代码:COM60504 COM62704
Synopsis: Synopsis: (300 words) Synopsis: This module outlines a basic understanding of the various types and roles of different traditional and new media industries as well as the related institutions of journalism, advertising and public relations and their respective structure, support and influence. Particular attention will be paid to mass communication issues relating to the rise of digital media such as trends, conglomeration, convergence, globalization and hypercommercialism. The module also discusses the impact of the developments on society, culture, politics and other relevant contexts. Mass media and communication in the Malaysian context will also be explored. The teaching and learning approach will be project-based, with lectures and guided tutorials exercises and instructions to assist students in accomplishing their assigned tasks. Students will learn to apply concepts to analyse the current issues which involve the developments of the media industry. Students will accomplish their assignments by collaborating in groups and working independently. There are regular face to face and online feedback sessions to gauge the progress of learning and the alignment of their learning to the learning outcomes stated in the brief leading to a final submission piece. The module is supported with a combination of lectures, tutorials and industry guest talk sessions when available and blended learning activities through online exercises to encourage self-directed learning. Online feedback would be provided to guide the students. Students will be assessed primarily based on assignments which provide them opportunities to explore the developments of mass communication and the media industry due to digitisation and its impact on culture, society, politics and other contexts. |
Name(s) of academic staff teaching the module, module leader and staff email:
教授该模块的学术人员姓名、模块负责人和教职员工电子邮件:
Staff teaching the module: Zharif Iskandar (zharifiskandar.kamarulzaman@taylors.edu.my)
讲授模块的工作人员:Zharif Iskandar (zharifiskandar.kamarulzaman@taylors.edu.my)
Ow Yuong Tuck– Tutor (112664@sd.taylors.edu.my)
Ow Yuong Tuck– 导师 (112664@sd.taylors.edu.my)
Teejes A/L Gopala Krishnan – Tutor (teejesgopalakrishnan@sd.taylors.edu.my)
Teejes A/L Gopala Krishnan – 导师 (teejesgopalakrishnan@sd.taylors.edu.my)
Philip Gan - Tutor
Philip Gan - 导师
Year-level: 1
年级: 1
Semester Offered: January (Short) / March (Long) / August (Long) (Choose 1 or more, do not choose any for micro-credential)
学期开课时间: 1 月 (短) / 3 月 (长) / 8 月 (长) (选择一个或多个,微证书不要选择任何一个)
Credit Value: 4
信用值:4
Pre-requisite: Nil
先决条件:无
Co-requisite: Nil
共同要求:无
Anti-requisite: Nil
Anti-requisite: 无
School offering the module: School of Media and Communication
开设该模块的学校:媒体与传播学院
Module offered as: Primary Major, Minor, Free Elective, Second Major, Extension (Choose 1 or more, do not choose any for micro-credential)
提供的课程为:初级主修、辅修、自由选修、第二主修、扩展(选择 1 个或多个,不要为微证书选择任何一个)
Programme Name: Bachelor of Mass Communication (Hons)
课程名称: 大众传播(荣誉)学士
Domain Name (for free electives only): Arts, Humanities and Social Sciences (AHSS)
域名(仅限免费选修课):艺术、人文和社会科学 (AHSS)
LEARNING OUTCOMES:
学习成果:
Upon completion of the module you should be able to:
完成本模块后,您应该能够:
Module Learning Outcome | Programme Learning Outcomes | Assessment/s | |
1 | Identify the key theories, concepts and perspectives relevant to mass media and communication. | 1 | 1 |
2 | Discover current developments impacting the mass media landscape such as concentration of ownership, globalisation, convergence and digitisation. | 4 | 2 |
3 | Analyse current media industry issues or developments and apply key concepts or perspectives from media scholars and practitioners to explain the current phenomenon impacting media and communication which will be essential for planning of media strategies. | 2 | 3 |
4 | Reflect on the role and influence of mass media and communication on culture, society, politics and other contexts to exhibit proficiency at media literacy. | 8 | 4 |
Transferable Skills: Skills learned in this module of study which can utilized in other settings. These transferable skills include: Cognitive Skills, Communication Skills & Social Competencies
可转移技能: 在本学习模块中学到的技能,可以在其他环境中使用。这些可转移的技能包括:认知技能、沟通技巧和社交能力
Teaching and learning approach:
教与学方法:
MLO 1 | Assessment Task/Activities |
Identify the key theories, concepts and perspectives relevant to mass media and communication. | Assignment 1: Part A: Individual In-class Assessment Part B: Online Quiz Students are required to demonstrate their learning by showing evidence of their understanding of key theories, concepts and perspectives relevant to mass media and communication. |
Teaching and Learning Activities: | |
MLO1 is demonstrated when the students are able to answer quiz questions and in-class assignment gauging their recall and understanding of key theories, concepts and perspectives relevant to mass media and communication. Lectures will focus on delivering key theories, concepts and perspectives from media scholars and practitioners to impart knowledge which are required for media and communication students. | |
MLO 2 | Assessment Task/Activities |
Discover current developments impacting the mass media landscape such as concentration of ownership, globalisation, convergence and digitisation | Assignment 2: Group Report Essay Assignment 2 encourages students to conduct reading explorations on their own and to formulate opinion or solutions about the issues impacting the media industry. Assignment 2 requires students to explore sources on their own to gain current insight on the imploding developments impacting the mass media landscape. Discussion will be related to UN’s Sustainable Development Goals |
Teaching and Learning Activities: MLO2 is achieved after students are able to self-explore and discover current developments impacting the media landscape through various sources. Tutorial classes will focus on guided instructions with a few recommendations of resources to be given to students in order for them to gather relevant information to write their group report essay. Group members will discuss the content to the topic given by the lecturer and gather information collectively to contribute the essay. | |
MLO 3 | Assessment Task/Activities |
Analyse current media industry issues or developments and apply key concepts or perspectives from media scholars and practitioners to explain the current phenomenon impacting media and communication which will be essential for planning of media strategies. | Assignment 4: Final Group Project Video In their respective groups, students will choose and analyse current developments in media practice regarding a specific issue that is connected to one of the UNSDGs and Taylor’s Impact Labs initiative. They will need to produce a video to showcase their learning on how media is able to address these issues. |
Teaching and Learning Activities: | |
MLO3 is demonstrated when the students are able to successfully produce a video that meets the criteria for assessment 4 Through several online consultation sessions using online platforms such as Times-Wiki and Forum, students will discuss their analysis and discoveries with the lecturer to develop critical thinking and well-structured writing. The lecturer will provide them relevant reading materials and explanation to assist them in developing reasoning skills and structured answers. The students will also be given examples of structured essays in order for them to analyse organisation and logical reasoning components contained within. | |
MLO4 | Assessment Task/Activities |
Reflect on the role and influence of mass media and communication on culture, society, politics and other contexts to exhibit proficiency at media literacy. | Assignment 3: Individual Assignment (Media Content Self Adventure) Assignment 3 requires each student to reflect on the role and influence of mass media and its content on society, culture and other contexts. Students will also be required to reflect on why this situation is of interest to them and how this will be relevant for their future career after graduation. The students are encouraged to speculate the extent of the effects with support evidenced from further reading exploration. |
Teaching and Learning Activities: | |
MLO4 is achieved after students have been introduced various developments and issues pertaining to selected mass media in tutorial classes and from exploring reading sources on their own. For Assignment 3, to aid students in achieving MLO 4 the lecturer will provide online exercises with face to face class discussions to encourage them to discuss their insights providing evidences of awareness of cultural diversities, social responsibilities, global contexts and ethical values with peers during face to face tutorial sessions . |
TEACHING, LEARNING AND ASSESSMENT
教学、学习和评估
Description of assessment components:
评估组件说明:
Assessment Task | Weight | Module Learning Outcomes Assessed | Programme Learning Outcome | Taylor’s Graduate Capabilities Assessed | Due Date |
Assignment 1: Part A: Individual In-class Assessment Part B: Online Quiz | 20% 10% | 1 | 1 | TGC1.1, TGC1.2 | Weekly, Week 13 |
Assignment 2: Group Report Essay | 20% | 2 | 4 | TGC4.1, TGC4.2 | Week 7 |
Assignment 3: Individual Assignment (Media Content Adventure) | 20% | 4 | 2 | TGC8.4 | Week 10 |
Assignment 4: Final Group Project Video | 30% | 3 | 8 | TGC2b.1, TGC2b.4 TGC2b.5 | Week 14 |
Details of each assessment task:
各评估任务详情:
Assignment 1:
作业 1:
Part A: Individual In-class Assessment
A 部分:个人课堂评估
Part B: Online Quiz
B 部分:在线测验
More detailed information and further instructions on this assignment task will be provided in the assignment brief.
有关此分配任务的更多详细信息和进一步说明,将在分配简介中提供。
Assignment 2: Group Report Essay
作业 2:小组报告论文
More detailed information and further instructions on this assignment task will be provided in the assignment brief.
有关此分配任务的更多详细信息和进一步说明,将在分配简介中提供。
Assignment 3: Individual Assignment (Media Content Self Adventure)
作业 3:个人作业(媒体内容自我冒险)
More detailed information and further instructions on this assignment task will be provided in the assignment brief.
有关此分配任务的更多详细信息和进一步说明,将在分配简介中提供。
Assignment 4: Final Group Project Video
作业 4:最终小组项目视频
More detailed information and further instructions on this assignment task will be provided in the assignment brief.
有关此分配任务的更多详细信息和进一步说明,将在分配简介中提供。
TAYLOR’S GRADUATE CAPABILITIES
TAYLOR 的毕业生能力
The teaching and learning approach at Taylor’s University is focused on developing the Taylor’s Graduate Capabilities (TGC) in its students; capabilities that encompass the knowledge, cognitive capabilities and soft skills of our graduates. The TGC gives students the edge to start and stay ahead. The TGC ensure that a Taylor’s graduate has proven ability and is capable in the following areas:
泰莱大学的教学方法侧重于培养学生的泰莱研究生能力 (TGC);这些能力涵盖了我们毕业生的知识、认知能力和软技能。TGC 为学生提供了开始并保持领先的优势。TGC 确保泰勒大学的毕业生在以下领域具有经过验证的能力和能力:
1.0 Discipline Specific Knowledge
1.0 学科特定知识
Ability to demonstrate professional competence, articulate and adapt discipline specific knowledge to novel situations, and be able to contribute from their discipline to interdisciplinary solutions to problems.
能够展示专业能力,表达和调整学科特定知识以适应新情况,并能够为他们的学科为问题的跨学科解决方案做出贡献。
2.0 Critical Thinking and Problem Solving Skills
2.0 批判性思维和解决问题的能力
Ability to rationally and critically analyse, synthesize and evaluate evidence to arrive at solutions.
能够理性和批判性地分析、综合和评估证据以得出解决方案。
3.0 Lifelong Learning
3.0 终身学习
Ability to adopt flexible and resilient learning methods to continuously learn, unlearn and relearn in a self-regulated manner.
能够采用灵活而有弹性的学习方法,以自我调节的方式不断学习、忘却和重新学习。
4.0 Communication Skills
4.0 沟通技巧
Ability to create and deliver messages effectively and sensitively in appropriate contexts and communication styles.
能够在适当的环境和通信方式中有效、敏感地创建和传递消息。
5.0 Personal Competencies
5.0 个人能力
Ability be self-aware and to self-regulate through skilful management of one’s personal goals, intentions, responses and behaviour.
能够有自我意识,并通过巧妙地管理自己的个人目标、意图、反应和行为来自我调节。
6.0 Social Competencies
6.0 社交能力
Ability to understand the feelings of others, interact positively with them and foster a stable and harmonious relationships.
能够理解他人的感受,与他们积极互动并培养稳定和谐的关系。
7.0 Entrepreneurialism
7.0 创业精神
Ability to influence change by being proactive, resourceful and prudent in assuming risk.
通过积极主动、足智多谋和谨慎承担风险来影响变革的能力。
8.0 Global Perspective
8.0 全球视角
Ability to see the world as interconnected, seek to understand an individual’s, a society’s, or a culture’s place in it and practice humility.
能够将世界视为相互关联的,寻求了解个人、社会或文化在其中的位置,并践行谦逊。
Rubrics for Each Assessment Task:
每个评估任务的评分量规:
Assignment 1:
作业 1:
Part A: Individual In-class Assessment
A 部分:个人课堂评估
Part B: Online Quiz
B 部分:在线测验
MLO1 - Identify the key theories, concepts and perspectives relevant to mass media and communication.
MLO1 - 确定与大众媒体和传播相关的关键理论、概念和观点。
Criteria | Weightage | Outstanding (90-100%) | Mastering (70-89%) | Developing (50-69%) | Beginning (0-49%) |
(1.1) Demonstrate a broad and coherent theoretical, conceptual and technical knowledge and understanding relating to discipline-specific content. | 20% | Comprehensively and accurately identifies and describes vast amount of major theories, concepts and technical knowledge relevant to mass media and communication. This includes less known theories, concepts or technical knowledge and involves accurate description of concepts which reflects depth in understanding of the concepts. | Identifies and describes a vast amount of major theories, concepts and technical knowledge relevant to mass media and communication. This may include less known theories, concepts or technical knowledge and involves appropriate description of concepts that reflects an adequate understanding of concepts but with some lack of clarity. | Identifies and describes major theories, concepts and technical knowledge relevant to mass media and communication. However, it does not include less known theories, concepts or technical knowledge and there is lack of understanding of concepts evidenced from lack of clarity in describing those concepts. | Identifies major theories, concepts and technical knowledge relevant to mass media and communication in a surface manner. In addition, it does not include less known theories, concepts or technical knowledge. The student fails to identify or does not describe concepts in a way that reflects basic understanding. |
(1.2) Demonstrate comprehension of disciplinary concepts
| 10 | Clearly, accurately and consistently paraphrases and summarises disciplinary concepts in their own words. | In most instances, the student uses own words to paraphrase and explain disciplinary concepts. | In most instances, the student uses direct quotes and rarely paraphrases to explain disciplinary concepts. | In most instances, the student uses direct quotes and never paraphrases to explain disciplinary concepts. |
Assignment 2: Group Report Essay
作业 2:小组报告论文
MLO2 - Discover current developments impacting the mass media landscape such as concentration of ownership, globalisation, convergence and digitisation.
MLO2 - 发现影响大众媒体格局的当前发展,例如所有权集中、全球化、融合和数字化。
Criteria | Weightage | Outstanding (90-100%) | Mastering (70-89%) | Developing (50-69%) | Beginning (0-49%) |
(4.1) Demonstrate self-directed learning through continuous exploration | 10% | Demonstrate autonomy and continued commitment to learn independently and consistently, deriving information from a rich variety of reference sources and media platforms | Demonstrate autonomy and continued commitment to learn independently, at various occasions, deriving information from a rich variety of reference sources and media platforms | Demonstrate commitment to learn independently, deriving information from an adequate variety of reference sources and media platforms | Demonstrate little commitment to learn independently, using limited variety of reference sources and media platforms. |
(4.2) Demonstrate self-enquiry in learning | 10% | Explore a topic in-depth, yielding rich awareness and/or little-known information indicating intense initiative and effort in the subject. | Explore a topic in-depth, yielding adequate awareness and/or little-known information indicating initiative and effort in the subject. | Explore a topic with some evidence of depth, yielding occasional awareness and/or information indicating mild initiative and effort in the subject. | Explore a topic at a surface level, yielding little awareness and/or basic information indicating little initiative and effort in the subject. |
Assignment 3: Individual Assignment
作业 3:个人作业
MLO4 - Reflect on the role and influence of mass media and communication on culture, society, politics and other contexts to exhibit proficiency at media literacy.
MLO4 - 反思大众媒体和传播对文化、社会、政治和其他背景的作用和影响,以展示媒体素养的熟练程度。
Criteria | Weightage | Outstanding (90-100%) | Mastering (70-89%) | Developing (50-69%) | Beginning (0-49%) |
(8.4) Function constructively and effectively in a global environment and in a variety of contemporary global contexts | 20% | Apply knowledge and skills to implement sophisticated, appropriate and workable solutions to address complex global problems using interdisciplinary perspectives and independently with others. | Plan and evaluate more complex solutions to global challenges that are appropriate to their contexts using multiple disciplinary perspectives (such as cultural, historical and scientific) | Formulate practical yet elementary solutions to global challenges that use at least two disciplinary perspectives (such as cultural, historical and scientific) | Define global challenges in basic ways, including a limited number of perspective and solutions. |
Assignment 4: Final Group Project Video
作业 4:最终小组项目视频
MLO3 - Analyse current media industry issues or developments and apply key concepts or perspectives from media scholars and practitioners to explain the current phenomenon impacting media and communication which will be essential for planning of media strategies.
MLO3 - 分析当前的媒体行业问题或发展,并应用媒体学者和从业者的关键概念或观点来解释当前影响媒体和传播的现象,这对于规划媒体战略至关重要。
Criteria | Weightage | Outstanding (90-100%) | Mastering (70-89%) | Developing (50-69%) | Beginning (0-49%) |
(2b.1) Exhibit flexible and divergent thinking gained from utilising researched info to create a suitable solution or conclusion | 10% | Integrate vast research info, concepts and practical perspectives to form an original solution or conclusion. | Exploring research info, concepts and practical perspectives from multiple sources to create a reasonable solution or conclusion. | Providing information, concepts or perspectives from a few sources to create a reasonable solution or conclusion. | Providing information, concept or perspective from single perspective to create a cliché solution or conclusion. |
(2b.4) Analyse and synthesise the information | 10% | Select and use information from cited sources with enough interpretation to develop a comprehensive analysis or synthesis. | Analyse the considerations made with the most relevant info and evaluate it with some evidence and logical reasoning acknowledged. | Analyse the considerations made with some relevant info and evaluate it with little evidence and simplistic logical reasoning. | Analyse the considerations made with little info, evidence and logical reasoning. |
(2b.5) Justify and theorise position by using supporting evidence to explain the conclusion or solution. | 10% | Articulate a well-detailed position and reasoning, with vast references to info or analysis that support the conclusion or solution. | Use adequate supporting evidence, in the form of clear and rational explanations with appropriate reference to information or analysis that well supports and justifies the conclusion or solution. | Use adequate, but sometimes irrelevant, supporting evidence, in the form of rational explanations with adequate reference to information or analysis that supports and justifies the conclusion or solution. | Use little or irrelevant supporting evidence, in the form of rational explanations with little or superficial reference to information or analysis that supports and justifies the conclusion or solution. |
Hurdle assessment guideline for the module:
模块的障碍评估指南:
A student must achieve at least 50% for the final assessment of design studio, and a final grade of C to pass the module. A student who obtains a minimum of 40% for final assessment and overall grade of D or higher for the module may be allowed to resubmit, to be determined by the Board of Examiners. The maximum passing grade awarded for the re-submission will be a grade C.
学生必须在设计工作室的最终评估中达到至少 50% 的成绩,并且最终成绩达到 C 才能通过该模块。最终评估成绩至少达到 40% 且该模块总成绩达到 D 或更高的学生可以重新提交,具体由考官委员会决定。重新提交的最高及格分数为 C 级。
A student who obtains 39% and below for the final assessment, will result in failing the module irrespective of the overall marks earned, even though he/she has achieved 50% or more in the overall assessment. He/she will not be allowed to resubmit the final assessment.
在最终评估中获得 39% 或以下的学生,无论获得的总分如何,即使他/她在总评估中取得了 50% 或更多,也会导致该模块不及格。他/她将不被允许重新提交最终评估。