Department Chair: John S. Blakemore, M.A.
Mass
Media Faculty:
Olga Missiri, M.A.
Kerri Yost, M.A.
The Department of Mass Media offers a Bachelor of Science major
and minors in Mass Media, Digital Film Making and interdisciplinary
majors in Marketing: Public Relations and Advertising and Fashion
Communication. In recognition of the steady convergence of media
technology such as print, television, personal computer and the
Internet, the program prepares students for rapidly growing employment
opportunities in mass media through a strong focus on experiential
learning as well as an introduction to the theoretical and critical
principles of the discipline. All majors are required to complete
an industry internship.
The faculty encourages and advises majors to complement in-depth
study of mass media with courses that provide breadth to their total
education. Many students decide to complete minors in disciplines
such as digital graphic design, business, or psychology. Students
are also encouraged to participate in one of our study abroad programs.
Requirements for the B.S. Major in Mass Media
The bachelor of science major in mass media requires completion of liberal arts requirements, core and emphasis area hours in the major and an industry internship specified below.
Required Courses
GDE 110: Principles of Design (3 hrs.)
INT 210: Internship Development (1 hr.)MCO 101: Media and Culture (3 hrs.)
MCO 103: Writing for the Mass Media (3 hrs.)
MCO 104: Studio Production (3 hrs.)
MCO 205: Public Relations: Principles and Practices (3 hrs.)MCO 290: Creating Online Media (3 hrs.)
MCO 333: Media Ethics (3 hrs.)
MCO 362: Media Law (3 hrs.)
MCO 464: Women and Media (3 hrs.)
MCO 483: Advanced Internship: Case Study and Report (2 hrs.)
MCO 493: Senior Project (3 hrs.)
One of the following three areas of emphasis:
Broadcast Media Emphasis:
MCO 201: Presentation/Performance (3 hrs.)
MCO 211: Digital Film/Video Production (3 hrs.)
MCO 310: Advanced Radio Production (3 hrs.)
MCO 311: Advanced Digital Film/Video Production (3 hrs.)
MCO 360: Television Programming (3 hrs.)
Print Media Emphasis:
MCO 207: Print Writing and Reporting (3 hrs.)
MCO 208: Digital Photography (3 hrs.)
MCO 231: Print Production (3 hrs.)
MCO 307: Advanced Print Writing and Reporting (3 hrs.)BUS 331: Integrated Marketing Communications (3 hrs.)
Public Relations Emphasis:
Mass Media Electives:MCO 207: Print Writing and Reporting (3 hrs.)
MCO 231: Print Production (3 hrs.)
MCO 240: Nuts & Bolts of Meeting and Convention Planning (3 hrs.)MCO 307: Advanced Print Writing and Reporting (3 hrs.)
MCO/BUS 335: Case Studies in Marketing and Public Relations (3 hrs.)
MCO 403: Public Relations Writing: Form & Style (3 hrs.)
The following courses may be added to the major.
MCO 208: Digital Photography (3 hrs.)
MCO 212: Mass Media Practicum (1 hr.)
MCO 270: Media Sales (3 hrs.)MCO 280: Topics in Mass Media (3 hrs.)
MCO 310: Advanced Radio Production (3 hrs.)
MCO 321: Broadcast Writing: Drama and Documentary (3 hrs.)
MCO 380: Topics in Mass Media (3 hrs.)MCO 412: Advanced Mass Media Practicum (1 hr.)
MCO 431: Advertising Copywriting (3 hrs.)
Requirements for a Minor in Mass Media
The minor in Mass Media with emphases in broadcast media, print
media or public relations requires completion of a minimum of 18
MCO hours, including at least 6 hours at or above the 300 level.
An overall GPA of at least 2.0 in all mass media courses listed
in the minor is required. Refer to the course descriptions
for prerequisites and grade requirements.
Broadcast Media Emphasis:
MCO 101: Media and Culture (3 hrs.)
MCO 103: Writing for the Mass Media (3 hrs.)
MCO 104: Studio Production (3 hrs.)
MCO 362: Media Law (3 hrs.)
and
One of the following courses:MCO 211: Digital Film/Video Production (3 hrs.)
or
MCO 201: Presentation/Performance (3 hrs.)
and
One of the following courses:
MCO 310: Advanced Radio Production (3 hrs.)
or
MCO 360: Television Programming (3 hrs.)
or
MCO 380: Topics in Mass Media (3 hrs.)
Print Media Emphasis:
MCO 101: Media and Culture (3 hrs.)
MCO 103: Writing for the Mass Media (3 hrs.)
MCO 207: Print Writing and Reporting (3 hrs.)
MCO 231: Print Production (3 hrs.)
MCO 307: Advanced Print Writing and Reporting (3 hrs.)Plus three (3) additional hours in Print Media area at or above 300 level.
Public Relations Emphasis:
MCO 101: Media and Culture (3 hrs.)
MCO 103: Writing for the Mass Media (3 hrs.)
MCO 205: Public Relations: Principles and Practices (3 hrs.)
MCO 207: Print Writing and Reporting (3 hrs.)
MCO/BUS 335: Case Studies in Marketing and Public Relations (3 hrs.)
MCO 403: Public Relations Writing: Form & Style (3 hrs.)
Requirements for a Minor in Special Events Planning and Management
The minor in Special Events Planning and Management requirescompletion of a minimum of five courses, including at leasttwo at or above the 300 level. An overall GPA of at least a 2.0 in all courses listed in the minor is required.
Required Courses (15 hrs.)
MCO 240: The Nuts & Bolts of Event Planning (3 hrs.)
MCO 330: Advanced Events Planning and Management (3 hrs.)MCO 401: Marketing and Promoting Your Event (3 hrs.)
AND
MCO 403: Public Relations Writing Form and Style (3 hrs.)
MCO 431: Advertising Copywriting (3 hrs.)
OR
two of the following three:
GDE 210 Digital Imaging (3 hours)
GDE 310 Publication Design (3 hours)
GDE 320 Advertising Design (3 hours)
Mass Media and the Liberal Studies Major
In the residential program, the three mass media minors—broadcast media, print media, and public relations—are available as options to include in the Liberal Studies major. A concentration in commercial media writing is also available. Only one concentration or minor from the Mass Media Department can be included in the Liberal Studies major. See the Liberal Studies section of the catalog for complete information about the major.
MCO 101: Media and Culture(3 hrs.)
(Open to all students)
A study of the interplay of influences between mass media and culture, including an understanding of the workings of media organizations, the changes brought about by new technology and the media's legal and ethical responsibilities. Offered fall semester only.
MCO 103: Writing for the Mass Media
(3 hrs.)
(Prerequisite: grade of C- or better in MCO 101 or permission of instructor; lab fee charged)
An introduction to the different styles of writing demanded by the various media, the array of techniques and methods used to find information and present it accurately and appropriately for the medium, and the different forms information may take in the mass media. Areas of study include public relations writing and advertising copywriting, with particular emphasis on print news writing Associated Press style and broadcast writing. Offered spring semester only.
MCO 104: Studio Production
(3 hrs.)
(Prerequisite: MCO 101 or MCO 103 or permission of instructor and CIS 160 or
equivalent skills; lab fee charged)
An introduction to basic equipment and techniques of television and radio production through lectures, demonstrations and crew participation. Elements and skills covered include operation of audio consoles, microphones, audio tape editing, television cameras, switchers, lighting and studio procedures. Students are responsible for some materials required. Offered spring semester only.
MCO 201: Presentation/Performance
(3 hrs.)
(Prerequisite: MCO 104 or permission of instructor; lab fee charged)
Practice in performance skills with particular emphasis on many styles of radio and television announcing, including use of microphones and teleprompters. Opportunity for extensive work on individual vocal and physical performance through the use of specially tailored assignments and audio-video tape production and evaluation. Offered fall semester only.
MCO 205: Public Relations: Principles and Practices
(3 hrs.)
(Prerequisites: MCO 103 and sophomore standing)
A survey course of public relations principles and theories practiced today in business, nonprofit organizations, associations, government and education. The historical, legal, organizational and social context of public relations. Offered fall semester only.
MCO 207: Print Writing and Reporting
(3 hrs.)
(Prerequisites: ENG 102, ENG 206 or LBA 108 and grade of C- or better in MCO 103; lab fee charged)
An introduction to news and feature writing and reporting for the print media. Students learn news gathering, interviewing, organizing, writing and editing skills for basic types of articles and also write for and assist in producing the campus newspaper, Stephens Life. Students also review Associated Press style. Offered fall semester only.
MCO 208: Digital Photography
(3 hrs.)
(Open to all students; lab fee charged)
This class introduces students to artistic and practical aspects of photography. The class nature is flexible and is designed to accommodate students with various majors, interests and prior photographic experiences. Weekly assignments will introduce students to the typical challenges photographers face from day to day. You will shoot photo assignments for Stephens Life and work on building your personal portfolios. The class mostly involves electronic equipment that doesn’t require studio processing.
MCO 211: Digital
Film/Video Production
(3 hrs.)
(Prerequisite: grade of C- or better in MCO 104; lab fee charged)
Introduces the student to the planning, execution and editing of
video/television programming involving field and studio production.
Includes practical experience in operating a variety of audio and
video field equipment, as well as additional experience in operating
studio and post-production editing equipment. Students are also
involved in production of a weekly video magazine. Offered every
other year - fall semester only.
MCO 212: Mass Media Practicum
(1 hr.)
(May be taken two times for credit)
(Prerequisite:
permission of department faculty; can be taken for either S/U or
A–F credit; lab fee charged)
Open to all majors and minors working at KWWC-FM, in SCMCom Production,
PR Prose or Stephens Life. Work to be evaluated by appropriate faculty
adviser. Offered every semester.
MCO 231: Print Production
(3 hrs.)
(Prerequisite: grade of C- or better in MCO 207 or permission of
instructor; lab fee charged)
Gathering information, reporting and writing articles for publication
in Stephens Life, selling and designing advertisements
and page production of the newspaper. Offered every semester.
MCO 240: The Nuts & Bolts of Event Planning
(3 hrs.)
(Open to all students.)
An introduction to the special events, meeting and convention industry.
Students will be exposed to functions such as planning, budgeting,
negotiating, registering and the scheduling of an event.
MCO
270: Media Sales
(3 hrs.)
(Open
to all students)
An introduction to media sales including newspaper, radio, magazine,
television, outdoor, internet and other media. Students will
explore the advertising potential of these media and learn how each
medium is sold. Students will also learn and practice sales
skills and techniques, including prospecting clients, making sales
calls and closing a sale. As part of a working sales team,
students will gain practical experience in media sales by servicing
local accounts and selling advertising for campus-owned media outlets,
such as Stephens Life and KWWC-FM.
MCO
280: Topics in Mass Media
(3 hrs.)
Topics courses are devoted to special subjects that may not be covered
in depth in other courses.
MCO 283: Internship: Case Study & Report
(1 hr., may be repeated once for credit)
(Prerequisites: INT 210, permission of instructor and completion
of industry internship approved by instructor)
NOTE: All appropriate agreement and approval forms
must be on file with the faculty supervisor prior to beginning the
internship.
This course will serve as a preliminary experience for those students
who wish to gain some familiarization with an industry internship
prior to undertaking their required internship for the major. The
course brings together students who have completed summer industry
internships in order to formally evaluate their internship experience
and discuss relevant workplace issues. Students share information
about their internships, including their interaction with supervisors,
co-workers and clients; their position and responsibilities; and
the relationship between their expectations and the realities of
their internship. Students use the information they compiled
during their internship to create a multimedia presentation of their
internship case study. Offered fall semester only.
MCO
290: Creating Online Media
(3 hrs.)
(Open to all students)
Students will learn HTML "nuts and bolts" of building
web documents. As well as how to use specialized software
for completing web projects. The goal of this course is to
build students understanding of the Internet and multimedia as a
learning tool and a consumable product. During the labs students
will conceptualize and implement online projects and work on the
individual assignments.
MCO
307: Advanced Print Writing and Reporting
(3 hrs.)
(Prerequisite: grade of C- or better in MCO 207 or permission of
instructor; lab fee charged)
An advanced course in writing in-depth news stories, features, editorials
and columns with emphasis on strengthening interviewing, reporting
and writing skills. Students learn about public documents for all
areas of government. Students also write for and help produce Stephens
Life. Offered spring semester only.
MCO 310: Advanced Radio Production
(3 hrs.)
(Prerequisite: permission of instructor; lab fee charged)
The planning, writing and execution of radio programming, including
news and public affairs, continuity, public service and specialty
music programs. Class activities include practical experience through
participation in the operation of KWWC-FM. Offered every other year
- spring semester only.
MCO 311: Advanced Digital Film/Video Production
(3 hrs.)
(Prerequisite: grade of C- or better in MCO/DFM 211 or permission
of instructor, cross-listed as DFM 311; lab fee charged)
Continuing practical experience in field and studio production.
Focuses on the planning, pre-production, production and post-production
of television programs with emphasis on the separate roles of the
producer and director. Students are involved in producing programming
to air on cable access. Offered spring semester only.
MCO 321: Broadcast Writing: Drama and Documentary
(3 hrs.)
(Prerequisites: MCO 103 and ENG 102, 206 or LBA 108)
Advanced course in developing and writing documentaries, teleplays,
adaptations and/or other programs. Principles and practice in research
and program presentation.
MCO
330: Advanced Events Planning and Management
(3 hrs.)
(Prerequisites: BUS 171, MCO 205)
The purpose of this course is to acquire an in-depth knowledge about
the specialized field of event management and to become familiar
with management techniques and strategies required for successful
planning, promotion, implementation and evaluation for special events
within any context.
MCO
333: Media Ethics
(3 hrs.)
(Prerequisites: ENG 102, 206 or LBA108 and junior standing)
This course introduces a variety of ethical theories that are applied
by students to specific cases and issues addressed daily by professionals
in the news media and in advertising, public relations and entertainment
fields. Offered spring semester only. Writing intensive.
MCO 335: Case Studies in Marketing and Public Relations
(3 hrs.)
(Prerequisites: grade of C- or better in MCO 205 or BUS 250 and
junior standing or permission of instructor; cross-listed as BUS
335)
A combination case study and hands-on course designed to increase
research, writing and assessment skills in marketing and public
relations. Cases will focus on research, planning, strategies, tactics
and evaluation. Course culminates in researching and writing a marketing
and public relations case history. Offered every other year.
MCO 360: Television Programming
(3 hrs.)
(Prerequisite: junior standing or permission of instructor)
A study of the creation of television programming from the viewpoints
of networks, affiliates, syndicators, cable systems and public broadcasting.
Includes programming strategies and ratings along with their impact
on commercial, public and cable television, as well as new media.
Offered every other year - fall semester only.
MCO 362: Media Law
(3 hrs.)
(Prerequisite: junior standing or permission of instructor)
A study of the legal issues concerning media and individuals, organizations
and the mass media. Reviews the development of such areas as First
Amendment freedoms: free speech, free press, fair trial; privacy
and access; libel, defamation, obscenity and indecency; advertising,
copyright and trademark; and new media regulation. Offered fall
semester only.
MCO 375: Politics and the Press
(3 hrs.)
(Prerequisites: ENG 102, 206 and LBA 108, and junior standing; or
permission of instructor)
Course focuses on relationship of electoral politics and mass media.
Topics include historical look at media in campaigns, negative and
positive influence of media on campaigns, impact of political ads
and debates, political communication theories, campaign reform and
election/media laws, and improvements in political coverage. Course
also relevant to those interested in political science or public
policy. Offered every other year.
MCO 380: Topics in Mass Media
(3 hrs.)
Topics may include such areas as Children & Television, Women
& Film, The Art of Film. Topics offered in rotation and in response
to interest. Course may be repeated with different topic.
MCO
401: Marketing and Promoting Your Event
(3 hrs.)
(Prerequisites:
MCO 240 and MCO 330.)
The primary focus of this course will be to plan and manage an event
during the semester. Additionally, students will learn how
to market and promote the event.
MCO 403: Public Relations Writing: Form and Style
(3 hrs.)
(Prerequisites: grade of C- or better in MCO 205 and senior standing
or permission of instructor)
An advanced-writing course concentrating on the forms and styles
used by public relations practitioners when communicating with general
and specialized audiences. Includes news releases for print and
broadcast, advertising copy, speeches, film and slide presentation
scripts, annual reports, newsletters, brochures, backgrounds and
position papers. Offered every other year - fall semester only.
MCO 412: Advanced Mass Media Practicum
(1 hr.)
(May be taken two times for credit)
(Prerequisites: junior
standing and permission of department faculty; can be taken either
for S/U or A–F credit; lab fee charged.)
Open to all majors and minors working in an executive/management
position at KWWC-FM, in SCMCom Production, PRProse, Stephens
Life or other organization or working on an independent project
approved by the faculty. Work to be evaluated by appropriate faculty
adviser. Offered every semester.
MCO 431: Advertising Copywriting
(3 hrs.)
(Prerequisite: BUS 331 or permission of instructor)
This writing-intensive course covers the craft of writing copy and
creating advertising for print, broadcast, outdoor, Internet and
other media. Students learn how to capture their creative
potential, how to use creative ideas strategically in order to solve
advertising problems, how to execute those ideas in ads that have
stopping power, and how to present their work in a professional
manner. Students explore the different style of the great
ad copywriters and learn to critically analyze the ads they see
every day. The course culminates in the creation of a multimedia
campaign. Offered spring semester only.
MCO 464: Women and Media
(3 hrs.)
(Prerequisites: MCO 101 or WST 210 and senior standing; cross-listed
as WST 464)
This course examines the complex relationship between women and
the mass media. Topics include the contributions of women
to the growth; popularity and power of the various mass media; the
individual and social issues that arise from the portrayal of women
in mass media, both past and present; and the roles and responsibilities
of women as producers, consumers and targets of mass media.
MCO 483: Advanced Internship: Case Study and Report
(3 hrs.)
(Prerequisites: INT 210, senior standing and completion of industry
internship required by Department)
NOTE: All appropriate agreement and approval forms
must be on file with the faculty supervisor prior to beginning the
internship.
This course brings together students who have completed summer industry
advanced internships in order to evaluate their internship experience
and discuss relevant workplace issues. Students share information
about their internships, including their interaction with supervisors,
co-workers and clients; their position and responsibilities; and
the relationship between their expectations and the realities of
their internship. Students use the information they compiled
during their internship to create a multimedia presentation of their
internship case study. Offered fall semester only.
MCO 493: Senior Project
(3 hrs.)
(Prerequisites: senior standing and permission of department faculty;
lab fee charged)
This is the senior capstone experience of the major. This course
requires the application of various media writing and production
tasks to a specific project. All the skills from their course of
study are applied to the creation and execution of a "real-life"
broadcast production, news or public relations project. Broadcast
projects are evaluated by jury and premiered before a public audience.
A grade of C- or better is required for graduation.
Independent Study
Independent studies (special studies, tutorials, readings, projects)
may be proposed by students who wish to investigate a subject not
otherwise available. Information about independent study may be
obtained in department offices or in the Office of the Registrar.
Stephens College Mass Media Internship Program
The Mass Media department at Stephens College requires all of its
Bachelor of Science students participate in the Internship Program
and allows all Bachelor of Arts and Mass Media minors to participate.
The program provides mass media students the opportunity to experience
ways the theories, concepts and principles they learned in the classroom
are translated into practice in the industry. The department assists
students in identifying and acquiring intern positions with sponsoring
organizations approved by the program. These sponsors are expected
to treat the student as a regular member of their organization and
to provide the intern with a significant project for which they
are responsible. Students can derive a number of personal, academic
and career benefits from their internship experience.
- Confidence Building
Project responsibility and other on-the-job experiences and duties help students develop more confidence, self-esteem and maturity.
- Interpersonal Skills
The importance of and specific techniques for workplace interpersonal skills are generally not addressed directly in the classroom, however, such skills can be crucial in determining career success or failure. Professional association with people in the industry helps students become aware of and to develop effective interpersonal skills for the professional environment.
- Personal Improvement
Feedback from sponsoring supervisors, faculty sponsors, and periodic evaluations, based actual work experiences, assist students in identifying personal performance strengths and weak points. Students can then work to further develop their strengths and to address their weaknesses.
- Academic Growth
Students can use the internship as an opportunity to apply the principles and theories presented in the classroom. This experiential learning enhances their retention of the information and, therefore, their learning, which improves their understanding and increases their academic motivation.
- Academic Credit
Students obtain course credit for an internship by successfully completing the three components of the internship experience. The student prepares for the internship by completing INT 210: Internship Development. Once the student has been offered an internship and the sponsoring organization and internship has been approved by the program, the student performs the industry internship. After the internship, the student must successfully complete the appropriate debriefing course, MCO 283: Internship Case Study and Report or MCO 483: Advanced Internship Case Study and Report.
- Career Clarification
By learning firsthand the actual responsibilities of a particular industry job, students can explore, confirm, modify or change their career choices based on practical experience. Students often have idealistic expectations when choosing a career. Actual work experience of the internship provides them the opportunity to test the reality of their career choices, their interests and their abilities in light of real world expectations.
- Career Skill Building
By having a project for which they are responsible, students apply knowledge and skills from their classroom experience, acquire new industry skills and experiences, and identify industry skill needs for the future. Internship organization sponsors understand that the internship is a learning experience and are responsible for assigning projects at appropriate levels and with sufficient supervision.
- Competitive Edge
Student interns gain an employment advantage by acquiring the experience and job skills that employers want and expect while they are still in college.
- Career Contacts
The people interns meet while on an internship can be an excellent resource for networking to identify and secure jobs after graduation either with the sponsoring organization or other industry organizations. Organization contacts have the opportunity to observe students in the professional setting and to reference their capabilities to potential employers.
