Summer 2012 Course Descriptions

NOTE: MA students on the sports or professional track may count any of these classes toward the 30 hours. Students are not restricted to taking MCOM 5344 and/or MCOM 5349.


SUMMER I

PR 6315: Social Media and Public Relations

  • Class: 10 – 11:50 a.m., Monday – Friday
  • CRN: 32948
  • Instructor: Dr. John Wirtz
  • This course focuses on social media and how tools associated with social media can best be used in the practice of public relations. The course considers how social media fits within the larger new media context, while also providing an overview of tools associated with social media (e.g., Facebook, Twitter, Flickr, etc.). Graduate students taking the course will be expected to consider theories that explain how social media works and individual- and group-level effects associated with using social media. They will also be expected to propose an original theory-based research project that answers a question about social media effects.


ADV 6315: Writing the 30-Second Narrative

  • Class: 12 – 1:50 p.m., Monday – Friday
  • CRN: 34146
  • Instructor: Dr. Sam Bradley
  • The challenge of the current advertising world: Tell a compelling, complete, entertaining, and hopefully persuasive story in 30 seconds -- better yet -- in 15 seconds. From concept development to story writing, storyboarding, and video production, students will learn how to produce finished commercials.


MCOM 6364: Selected Research Methods—Content Analysis

  • Class: 12 – 1:50 p.m., Monday – Friday
  • CRN: 25359
  • Instructor: Dr. Glenn Cummins
  • Content is at the heart of the study of mass communication. Theories of media effects are either explicitly or implicitly connected to message content. Audience perceptions of messages are often dependent upon message content. Moreover, the content of a message has a strong influence over how it is cognitively processed. As such, the systematic study of media content is beneficial across our discipline.
  • PREREQUISITE: Previous grade of A or B in Research Methods (MCOM 5364)


SUMMER II

MCOM 5344: Seminar in Public Opinion and Propaganda

  • Class: 10 – 11:50 a.m., Monday – Friday
  • CRN: 67103
  • Instructor: Dr. Weiwu Zhang
  • The purpose of this course is to provide an interdisciplinary approach to learning about (1) the normative and philosophical assumptions surrounding the concept of “public opinion,” (2) the theoretical approaches to examining public opinion formation and change; (3) the empirical research processes of measuring public opinion; (4) the crucial relationships between communication and public opinion; and (5) the role of media communication in contributing to a vibrant civic life. By the end of the term students will be expected to acquaint themselves with the wide-ranging literature in public opinion and be sufficiently familiar with this field to conduct their original research.


MCOM 5349: Administration of Communications Media

  • Class: 12 – 1:50 p.m., Monday – Friday
  • CRN: 67198
  • Instructor: Dr. Kent Wilkinson
  • This class will study the decision and policy-making processes involved in directing operations of media organizations. Informed by business as well as mass communications scholarship, this class will cover basic media economics and key management topics such as mission statements, strategic planning, marketing and finance, leadership, personnel and legal environments. Challenges presented by new technologies, splintered audiences and increased competition for ad revenues will also be examined. Some class sessions may meet off-campus at media organizations in the Lubbock area.


OTHER OPTIONS

MCOM 6050: Master’s Report

  • Class: No Scheduled Meeting
  • CRN: 21647
  • Instructor: Dr. Trent Seltzer
  • Any non-thesis MA student who plans on graduating in August must sign up for a final project with Dr. Seltzer. He will oversee all of the MCOM 6050s for the summer. Students on the professional MA or sports media MA track must complete an MCOM 6050 final project during the semester in which they plan to graduate. Students who enroll in the course may complete the following for credit:
    • Research project
    • Internship
    • Directed Readings
    • Portfolio
  • All students will be required to produce a substantial written document as well as make a presentation over the project once it is completed.


MCOM 5370: Internship in Mass Communications

  • Class: No Scheduled Meeting
  • CRN: varies (signup must be completed by Callison)
  • Instructor: Varies
  • MA students may complete an internship for 3 hours of credit. This internship is separate from the MCOM 6050 internship option although a truly substantial internship may be able to count for both courses (minimum 400 hours).


MCOM 7000: Research--Individual Study

  • Class: No Scheduled Meeting
  • CRN: varies (signup must be completed by Callison)
  • Instructor: Varies
  • Graduate students may work independently with a graduate faculty member to earn 3-hours of course credit. Student must gain approval from graduate faculty member.