GS 434

KFUPM

Dr. Guoping Jiang

Syllabus for Mass Media and Society (GS 434)

Fall 2012 Saturday, Monday & Wednesday: 13:10-14:00 Section 3 Venue: B7-116

Instructor: Dr. Guoping Jiang Office: B17-235 Phone: (03)860-7411 Mobile: 0591340806 E-mail: jiang@kfupm.edu.sa Office Hours: 10:00am -11:00am (Saturday) 3:00pm -4:00pm (Monday) 3:00pm -4:00pm (Wednesday)

Course Overview
The course is an overview and analysis of sociological perspectives regarding the role of mass media in society. It engages in critical analysis of issues in mass media as it maps mass media structure. It further deals with basic functions of communication technology through analyses of mass media content in a technologically converged virtual world. It also looks at how new communication technologies create and direct local, regional, and global public opinion and patterns of consumptive behavior worldwide. To do the latter, the course has to give an overview of the impact of mass media in promoting economic products and industries the world over. Effects of new communication technology, especially mass media, on society and cultural intrusion and social change, are to be emphasized. Legal and ethical issues in mass media will also be integral to the course, as well as the history and development of mass media in the Middle East.

Textbook
Selected material from Biagi, Shirley (2010). Media//Impact: an introduction to Mass Media. Boston (USA): Wadsworth Cengage Learning and other sources will be used for the course. Course Objectives: This course has the following objectives: Introducing students to the terms and concepts of mass media Exploring the theoretical perspectives that show the influences of mass media in society (economic, social implications, etc) Delineating the background and implications of current changes within the global mass media industry and the global media network connectivity Highlighting development of mass media in the Middle East, particularly Saudi

GS 434

KFUPM

Dr. Guoping Jiang

Arabia;

Assessment of Performance
Students performance will be assessed on the base of the following five criteria:
Presentation* Major I Major II Final examination Attendance/participation 10% 20% 20% 40% 10%

*: Every student chooses a Saudi product and makes an advertisement of it (can be a video advertisement, newspaper advertisement, or radio advertisement). At the same time, you need to give us a logical analysis of the advertisement (PPT format), so that we understand why you choose this format, what is the strength and weak part of the product, how you create a selling point, and whom you are targeting.

You final grade will be decided in accordance with the following table*.
Points 95-100 90-94 85-89 Grade A+ A B+ Points 80-84 75-79 70-74 Grade B C+ C Points 65-69 60-64 0-59 Grade D+ D F

*: Final grades may also be determined following the method of average under certain conditions.

Course outlines: 1. Introduction to mass media Importance of mass media Concepts of model of mass media 2. Types and function of mass media News and information Print media Electronic media Auxiliary industries Media technology 3. Theories of mass media Agenda setting theory Priming theory Dependency theory Medium theory Uses and gratification approach 4. Media and society

GS 434

KFUPM

Dr. Guoping Jiang

Mass media role in culture Social stability Cultural transmission Mass media and fundamental change Cultural intrusion

5. Media effects Uses and gratification studies Individual selectivity Socialization Media-depicted violence Media-induced anxiety and apathy 6. Advertising Origins of advertising Advertising agency Pitching message Conglomeration and globalization 7. Issues governing mass media Laws Ethics Objectivity Control Getting personal 8. Current and future trends in mass media Globalization media culture New technologies Future of mass media 9. History and development of mass media in and around Saudi Arabia Ground Rules for Class 1. For classroom courtesy, please turn off cell phones while in the classroom. Neither cd players, discmen, mp3 players, headphones of any kind. 2. Laptops, Ipad, and iphone may be used note-taking during class lectures/discussions only. 3. No enter after 20 minutes. 4. No signature changes for the whole semester. 5. All excuses to be submitted one week before the last teaching day. 6. No make up for presentation. 7. No changes to the topic of presentation.

GS 434

KFUPM

Dr. Guoping Jiang

Rules for exams 1. No make-up examinations will be provided unless you show the instructor sufficient medical or other legitimate documentation prior to the examination date. In addition, because the makeup students have additional time to prepare for the exam, the makeup exam will be more difficult than the regular one. Any missed examination will result in zero point. 2. Plagiarism is strictly prohibited and will be strictly dealt with, so is cheating. Either will result in a failing grade and appropriate action taken by university personnel. If you are unclear about what constitutes plagiarism or other forms of academic dishonesty please consult the student handbook. 3. No entry if 10 minutes later in exams. 4. No electronics (dictionary) in the exams. 5. No bathroom in the exams. 6. No grade change.