MCOM 3390 Syllabus – Revised July 2022

Syllabus subject to revision.

MCOM 3390 - Mass Communication Theory

MWF 10:10 a.m. – 11:05 a.m.
Instructor: Anita Brown
Email: [email protected]
Phone: 903-566-7364
Best way to contact me: Email
Office: CAS 223
Office Hours: T/Th 9:00 a.m. – 10:30 a.m. and by appointment

Course Description: This course is an overview of mass communication theories emphasizing

their development and application in practicum and research. Theories will include those
concerning effects, audience psychology and sociological aspects of mass media.
Student Learning Outcomes: By the end of this course, students will be able to:
1. Understand a broad range of approaches to mass communication theory and models.
2. Describe the ideas that influence the practice and development of communication
systems (i.e., print, radio, television, internet, etc.).
3. Develop competence in library research for literature specific to mass communication
theory and research.
4. Analyze key concepts and issues in mass communication theory.
5. Determine their own positions concerning media influence and management and review
practical applications of those theories.
6. Identify the epistemological, ontological, and axiological placement of the various mass
communication theories.
7. Describe the relationship between theory, ethics, and practice.
Course Requirements

1. Required Readings:
A. Baran, S. & Davis, D. (2020), Mass Communication Theory: Foundations,
Ferment, and Future, Eighth Edition
1.Text must be this edition – older editions do not contain updated research
and chapters are in a different order.
2. Required Programs/Software/Technology
A. Microsoft Word or comparable word processing software.
1.You may use Google Docs or Pages but your assignment MUST be
exported to a .DOC or .DOCX format before submission.
2.You may not utilize notepad or notes on your phone. If you submit a
screenshot of your notepad on your phone or tablet, you will receive a zero
for the assignment.

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Evaluation and Grade Calculation -

Assignments 70%
Final Paper 30%

Total 100%
Percent Letter Grade
90% - 100% A
80% - 89% B
70-79% C
60-69% D
59% and below F

1. Assignments (70%) Student learning outcomes - 1, 2, 4, 5, & 7

a. Journals: Students will write journals that address and analyze different applications
and historical contexts of media theory in our media and in society. The purpose of the
journals is to help students explore their understanding and application of the various
mass communication theories.
b. Reading outlines/discussions: Students will complete reading outlines and participate
in discussions that correspond with each assigned reading. The purpose of the outlines
is for students to create material that helps further their understanding of the contents
of the course and to help them gain insight from their classmates through discussions.
2. Final Paper (30%) Student learning outcomes – 2, 3, 4, 5, 6, 7
a. Students will complete a major paper that examines a specific theory (or theories) of
their choice in relation to an observed phenomenon. The focus of the paper will be an
examination of the relationship between the theory and their chosen observed
phenomenon. Students will seek to answer a chosen research question about the theory
in relation to the observed phenomenon utilizing academic, scholarly research that
examines the history of the theory and issue/topic, key concepts of the theory and
issue/topic, the influence that the theory has had regarding the phenomenon, and the
epistemological, ontological, and axiological placements of the theory. An example
paper topic that has been used in previous semesters: “What is the relationship
between social media usage in younger audience members and sense of self?”
(Theories utilized: two-step flow and media system dependency)
Class Policies and Expectations
1. Classroom Policies and Expectations
A. Work hard - learning requires constant reading, researching, thinking, discussing,
and working with your classmates and me. Everyone has something important to
contribute. My job is to present new information and prepare a climate in which

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you can contribute your own special knowledge. Your job is to be prepared to
contribute.
B. Participate – you must be an active part of the course to succeed. You will also
have to give effort outside of class.
C. Treat each other with respect and display common classroom courtesies.
1. You are responsible for your attitude and how you treat others. I will not
tolerate name calling, fighting, students belittling each other for differing
opinions, etc. I expect you to act like adults, show each other respect, and
to challenge yourself and each other to learn/understand opinions you may
not agree with. If you are not treating individuals with respect or are
causing a distraction, you will be asked to leave the classroom.
D. Grading – The grading process begins with the assumption that the work is good,
which earns a grade within the range of a “B.” To earn an A, you must show
exceptional understanding of the material, utilizing additional sources, examples,
and original thought. This means going beyond stating the obvious, the simple
answer, or what Google says. Additionally, poor organization, not following
assignment instructions, grammar/spelling, lack of depth and though, failing to
illustrate an understanding of the material, etc. will result in your grade being
lowered.
E. The use of cellphones, tablets, or other device use during class times is not
allowed unless the need is specified by me (i.e. during an activity). You are not
permitted to use cellphones for note taking, check social media, view/work on
material for another course, or simply browse the internet during class times.
1. I understand emergencies and the need to take a call or text. If this must
happen, be discreet, do not disturb others, do not let it get in the way of
your learning, and DO NOT abuse this.
2. If the only device you have to take notes on is your phone, I will provide
you with a notebook to take notes during class.
F. I use Canvas and email to communicate, post assignments and readings, present
feedback and provide a space for you to communicate with your classmates. I
expect you to check both daily and stay aware of what is coming up.
1. It is highly recommended that you download the Canvas application and
adjust your settings to allow for notifications.
G. Communicate - If you have a problem with anything throughout the semester…
getting an assignment in on time, needing to be absent from a class, getting your
book, checking out equipment, or anything I'm doing as a professor… talk to me
about it. I cannot help you or fix the problem if I am unaware of it.
H. Hold me to the same standards and expectations that I hold you to.
2. Attendance Policy
A. Attendance in this course is required and students are expected to attend class
during each scheduled meeting. If you miss a meeting, it is your responsibility to
make up anything you may have missed outside of meeting times, such as
completing in-class activities at home, getting any material that may have been

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handed out during class, and ensuring you are aware of anything that may have
been assigned or discussed. Additionally, if you miss a class and want lecture
notes, you are responsible for getting these from a classmate (with the exception
of special accommodations set up through the university).
3. Assignment Policies
A. Assignments do have deadlines and these deadlines need to be met. It is your
responsibility to utilize time outside of class in an effective manner so you can
ensure that you submit each assignment before the due date and time.
a. For many assignments, not all, the submission folder will stay open for one
week after the due date. Any assignments turned in after the due date will
receive a point per day deduction. Specific point values that will be deducted
each day can be found on the assignment overviews on Canvas. It is your
responsibility to know when the assignment is due for full credit, when the
assignment closes, and the number of points that will be deducted each day for
late submissions. Assignments will not be accepted after this final date.
B. Assignments and due dates may be changed at the instructor’s discretion with fair
notice to students.
C. I will not accept assignments via email unless there are issues with Canvas and
the email includes your assignment and a screenshot of the Canvas malfunction.
D. Merely completing all assignments does not guarantee that you will pass the
course. You must put forth effort and show an understanding of the material to
earn a satisfactory grade.
E. Spelling, grammar, and neatness count and you will lose points on assignments if
your submissions are not edited.
F. You are required to utilize APA format for any assignment that requires the
utilization of outside sources.
G. I will not accept screenshots of assignments. Unless otherwise indicated, all
assignments must be typed, formatted to be a .DOC or .DOCX (Pages, Google
Drive, and other online word processors must be exported to this specific format),
and submitted via Canvas.
H. Assignments will be discussed in class, students will be given a course schedule,
Canvas includes a syllabus function that outlines upcoming due dates, due dates
can be seen listed on each assignment under the assignment tab in Canvas,
assignment due dates can be added to your Canvas calendar, and each due date
will be listed in the course modules. There are SEVERAL ways to determine what
is coming up due in class. It is your responsibility to be aware of what is coming
up due and to stay on top of your assignments.
I. Students will adhere to the highest standards of academic honesty. Plagiarism and
cheating will not be tolerated. A student who is caught doing either will earn a
“0” for that assignment and will be subject to academic and disciplinary action. If
a student is caught a second time, they will automatically fail the course.
a. In addition to UT Tyler’s Student Conduct and Discipline policy,
plagiarism/cheating includes the use of papers or other materials previously
submitted in my classes or other professor’s classes, as well as video and

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audio recordings. I expect you to submit work created specifically for this
class during this semester.

Course Schedule

Date Agenda Due today

Week One

Course introduction: Syllabus, schedule, assignment

overview, etc.

M Assign:
8/22 Read: Baran & Davis Preface & Ch. 1
Journal: Initial media theory reflection - due Monday, 8/29
Reading outline: Ch. 1 - due Wednesday, 8/31 by the start of
class

W Lecture: Understanding & evaluating mass communication

8/24 theory

F Lecture: Understanding & Evaluating Mass Communication

8/26 Theory

Week Two

M Lecture: Understanding & evaluating mass communication Journal: Initial media theory
8/29 theory reflection

W Lecture: Understanding & evaluating mass communication Reading outline: Ch. 1 – due
8/31 theory by the start of class

Group discussion: Ch. 1

Lecture: Mass society & mass culture theories

F
Assign:
9/2
Read: Baran & Davis Ch. 2
Journal: Mass society & mass culture - due Monday, 9/12
Reading Outline: Ch. 2 - due Monday, 9/12 by the start of
class

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Week Three
M
Labor Day – No classes
9/5

W
Lecture: Mass society & mass culture theories
9/7

Lecture: Mass society & mass culture theories

F
Assign:
9/9
Activity: Mass society & propaganda on Monday,
September 12

Week Four
Reading Outline: Ch. 2 –
due by the start of class
M
9/12 Activity: Mass society & propaganda
Journal: Mass society &
mass culture

Group discussion: Ch. 2 and activity

Lecture: Normative theories of mass communication

W
Assign:
9/14
Read: Baran & Davis Ch. 3
Journal: Normative theory - due Monday, 9/26
Reading Outline: Ch. 3 - due Friday, 9/23 by the start of
class

F
Lecture: Normative theories of mass communication
9/16
Week Five
M
Lecture: Normative theories of mass communication
9/19

Lecture: Normative theories of mass communication

W
9/21 Assign:
Activity: Normative theories on Friday, 9/23

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Activity: Normative theories

Assign:
F Reading Outline: Ch. 3 –
Read: Baran & Davis Ch. 4 & 5
9/23 due by the start of class
Journal: Media and influence - due Monday, 10/3
Reading Outline: Ch. 4 & 5 - due Friday, 9/30 by the start of
class

Week Six

Group discussion: Ch. 3

M Journal: Normative theory
9/26 Lecture: The emergence and consolidation of the media and ethics
effects trend

W Lecture: The emergence and consolidation of the media

9/28 effects trend

F Lecture: The emergence and consolidation of the media Reading Outline: Ch. 4 & 5 -
9/30 effects trend due by the start of class

Week Seven

Group discussion: Ch. 4 & 5

Lecture: Media and culture

M
Assign: Journal: Media and influence
10/3
Read: Baran & Davis Ch. 6 & 14
Journal: Media and culture - due Monday, 10/10
Reading Outline: Ch. 6 & 14 - due Monday, 10/10 by the
start of class

W
Lecture: Media and culture
10/5

F 10/7 Lecture: Media and culture

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Week Eight

Lecture: Media and culture

Discuss: Media theory research paper

Journal: Media and culture
M Assign:
10/10 Activity: Media and culture on Wednesday, 10/12 Reading Outline: Ch. 6 & 14
Major: Media theory research paper pitch due Monday, - due by the start of class
10/17
Major: Media theory research paper outline & annotated
bibliography due Friday, 11/11
Major: Media theory research paper due Wednesday, 12/7

W
Activity: Media and culture
10/12

Group discussion: Ch. 6 & 14

Lecture: Theories of media, social learning, and human

development
F
10/14 Assign:
Read: Baran & Davis Ch. 7 & 8
Journal: Online videos & adolescents - due Monday, 10/24
Reading Outline: Ch. 7 & 8 – due Friday, 10/21 by the start
of class

Week Nine
Lecture: Theories of media, social learning, and human
M development Major: Media theory
10/17 research paper pitch
Activity: Start stop continue

W Lecture: Theories of media, social learning, and human

10/19 development

Lecture: Theories of media, social learning, and human

development
F Reading Outline: Ch. 7 & 8
10/21 Assign: – due by the start of class
Activity: Media, social learning, and human development on
Monday, 10/24

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Week Ten
M Journal: Online videos &
Activity: Media, social learning, and human development
10/24 adolescents

Group discussion: Ch. 7 & 8

Lecture: Media cognition, information processing, and

meaning making
W
Assign:
10/26
Read: Baran & Davis Ch. 10 & 13
Journal: Journalism, public relations, & audiences - due
Monday, 11/7
Reading Outline: Ch. 10 & 13 – due Wednesday, 11/2 by
the start of class

F Lecture: Media cognition, information processing, and

10/28 meaning making
Week Eleven

M Lecture: Media cognition, information processing, and

10/31 meaning making

Lecture: Media cognition, information processing, and

meaning making
W Reading Outline: Ch. 10 &
11/2 Assign: 13 – due by the start of class
Activity: Media cognition, information processing, and
meaning making on Friday, 11/4

Activity: Media cognition, information processing, and

F 11/4
meaning making
Week Twelve
Group discussion: Ch. 10 & 13

Lecture: Theories of the effect of media on society

M Journal: Journalism, public
Assign:
11/7 relations, & audiences
Read: Baran & Davis Ch. 11 & 12
Journal: The effect of media on society - due Monday, 11/14
Reading Outline: Ch. 11 & 12 – due Monday, 11/14 by the
start of class
W
Lecture: Theories of the effect of media on society
11/9

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F Major: Media theory

Lecture: Theories of the effect of media on society
11/11 research paper outline
Week Thirteen
Lecture: Theories of the effect of media on society Journal: The effect of media
on society
M
Assign:
11/14
Activity: The effect of media on society on Wednesday, Reading Outline: Ch. 11 &
11/16 12 – due by the start of class
Group discussion: Ch. 11 & 12

Activity: The effect of media on society

W
Assign:
11/16
Read: Baran & Davis Ch. 9
Journal: Uses & receptions - due Friday, 12/2
Reading Outline: Ch. 9 - due Friday, 12/2 by the start of
class

F
Workday for final paper
11/18
Week Fourteen
Thanksgiving break – No class meetings
Monday, 11/21 – Friday 11/25
Week Fifteen
M
Lecture: Audience theories - uses and receptions
11/28

W
Lecture: Audience theories - uses and receptions
11/30

Journal: Uses & receptions

Group discussion: Ch. 9
F 12/2
Reading Outline: Ch. 9 - due
Lecture: Audience theories - uses and receptions
by the start of class
Week Sixteen
Major: Media theory
Final’s Week – No class meetings
research paper due
Monday, 12/5 – Friday, 12/9
Wednesday, 12/7

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