Associate Professor Roger C. Saathoff, Director.

Professor Hudson; Associate Professors Dean, Harmon, Harp, and Thornhill; Assistant Professors Johnson, Melanson, Oskam, Reeves, Watts, and Womack; Lecturers Kinghorn and McVay; Instructors Barnett and Wernsman.

This school supervises the following degree programs: Bachelor of Arts in JOURNALISM, ADVERTISING, TELECOMMUNICATIONS, PHOTOCOMMUNICATIONS, and PUBLIC RELATIONS, Master of Arts in MASS COMMUNICATIONS.

The School of Mass Communications is accredited by the Accrediting Council on Education in Journalism and Mass Communications (ACEJMC).

The school operates under the general policy of the ACEJMC, which requires students to take a minimum of 90 semester hours in courses outside the major area of journalism and mass communications, with no fewer than 65 semester hours in the basic liberal arts and sciences.

In order to keep the curriculum abreast of trends and changes in mass communications and to broaden the education of majors by requiring core subjects such as mass communications law and theory, the minimum number of semester hours required by the school for the Bachelor of Arts degree has been set at 132 hours with a corresponding minimum number of hours which can be taken in school courses being set at 36-39 hours.

Students enrolling in or transferring into the school for the first time will be designated as general mass communications students.

First semester freshmen enrolling in the school must have scored 23 on the ACT or 1000 on the SAT and/or finished high school in the upper one-fourth of the graduating class. Lacking the requirements, first semester freshmen may be admitted into the school on a provisional basis. Continued enrollment would require a 2.0 cumulative GPA in the first 15 hours taken at Texas Tech. Freshmen enrolled in other departments and colleges at Texas Tech may transfer into the school after completing at least 15 semester hours, not including CLEP courses, with a minimum 2.0 cumulative GPA, including repeated courses.

All transfer students, whether from other disciplines at Texas Tech or other two-year and four-year colleges and universities, must have a cumulative 2.0 GPA to be admitted into Mass Communications. Continued enrollment would require a 2.0 cumulative GPA in the first 15 hours taken at Texas Tech.

All transfer students will enter under the catalog in force at the time of transfer. Freshmen and transfer students must present ACT or SAT scores when entering the school. Transfer students must present transcripts for all courses previously completed. No more than 12 hours of Journalism or Mass Communications courses will be accepted in transfer.

The change from the general mass communications status, which is not a major, to a specific major or minor will be accomplished after the following requirements are met:

1.Completed the ACT or SAT examination with scores submitted to the school.

2.Made at least a C in ENGL 1300 (if required), 1301, and 1302.

3.Completed the economics requirement with a grade or grades of C or better.

4.Completed the mathematics requirement with a grade or grades of C or better.

5.Completed the entry level course in the major-minor-sequence with a grade of C or better. (The entry level course in journalism is JOUR 3310; for advertising, ADV 3310; for public relations, PR 3310; for telecommunications, TELE 3310; for photocommunications, PHOT 2410.)

Other general rules for all students, regardless of major, enrolling in mass communications courses are:

1. The student, regardless of major, must have passed the prerequisite course with a grade of C or better when enrolling in an upper level course (3000 or above).

2. All adjunct courses required for any major-minor-sequence must be passed with a grade of C or better and may not be taken pass-fail.

3. Students who make less than a C in a core course or a course required in a mass communications major-minor-sequence must repeat and pass the course with a grade of C or better prior to graduation, or prior to taking any course for which this course is a prerequisite..

4. No course may be repeated for credit unless so designated.

5. No course required by the school may be taken pass-fail unless required by a mass communications major-minor-sequence.

6. Prerequisites are governed by the catalog in effect at the time the course is taken.

7. Students in any mass communications major-minor-sequence in the school may not enroll in MCOM 1300 after having completed 61 or more hours without the permission of the Director of the School of Mass Communications.

8. Students in majors and sequences in the school must take the following core courses: MCOM 3300, MCOM 3320, MCOM 3309 or JOUR 3310, or TELE 3360, 3370, or 4370.

9. Sophomore standing (at least 31 hours) is required for entry into 3000-level courses in the school if prerequisites are not stated.

10. Junior standing (at least 61 hours) is required for all 4000-level courses in the school if prerequisites are not stated.

11. All students in majors and sequences are required to select a minor outside the school and complete a minimum of 18 semester hours, at least 6 of which must be on the junior-senior (3000-4000) level.

12. Students enrolled in any major or sequence in the school must take 12 hours of English courses without substitution for the final 3 hours.

13. Major or minor courses may not be taken by correspondence.

14. Students who register for a course for which they have not passed the prerequisite course with a grade of C or better will be dropped from the course.

15. School of Mass Communications courses used for a major or minor may not be counted toward fulfilling general education requirements.

Journalism Major. Students majoring in news-editorial (journalism) are required to complete 36-39 semester hours within the school, including the following courses: JOUR 2300, 3310, 3312, 3350, 3380, 3390 or 4390, 4370, MCOM 3300, 3320, and PHOT 2410.

Also required are ECO 2305 and MATH 2300.

Broadcast Journalism Sequence. Students in this sequence are enrolled as journalism majors and are required to complete 36-39 semester hours within the school, including the following courses: JOUR 2300, 3310, 3312, 3314, 4370, JOUR 3350 or TELE 3310, TELE 3350, 4380, 4390 or JOUR 3390, MCOM 3300 and 3320. Also required are ECO 2305 and MATH 2300.

Journalism Curriculum (Recommended).

News-Editorial Specialization

Broadcast Specialization

*Optional.

Advertising Major. Students majoring in advertising are required to complete 36-39 semester hours within the school, including the following courses: ADV 3310, 3351, 3361, 4312, 4316, MCOM 3309, MCOM 3300, 3320, 4380.

Also required are ECO 2305, MATH 2300, MKT 3350, 3352.

Advertising Curriculum (Recommended).

*Optional.

Telecommunications Major. Students majoring in telecommunications are required to complete 36-39 semester hours within the school, including the following courses: TELE 3310, 3340, two of the following: TELE 3360, 3370 or 4370, and 4320, MCOM 3300, 3320, plus at least 6 hours must be taken from the telecommunications division courses. Three of the hours may be in photocommunications. The courses may be chosen from TELE 3100, 3320, 3330, 3350, 3380, 4300, 4330, 4360, 4380, 4390, or other departmental offerings following consultation.

Also required are ECO 2305, and MATH 2300 or ISQS 2445.

Corporate Telecommunications Sequence. Students in this sequence are enrolled as telecommunications majors and are required to complete 36-39 semester hours within the school, including the following courses: TELE 3310, 3300, 3360, 4360, PHOT 2410, MCOM 3300, 3320, and TELE 4390, plus at least 6 hours must be taken from the telecommunications division courses. Three of the hours may be in photography. Electives in the school must be chosen from PR 3310, PHOT 3412, 4300, 4403, MCOM 1300, TELE 3100, 3300, 3320, 3330, 3390, 4300, 4330, 4370. Also required are ECO 2305, ISQS 2340, or EDIT 2318, ISQS 2445 or MATH 2300, and ENGL 2309.

Telecommunications Curriculum (Recommended).

Telecommunications

Corporate Telecommunications Sequence

*Optional.

Photocommunications Major. Students majoring in photocommunications are required to complete 36-39 semester hours within the school, including the following courses: PHOT 2410, 3412, 3414, 4403, 4404, JOUR 3310, and JOUR 3312 or 3316 or 3317, MCOM 3300 and 3320.

Also required are ART 3319, ECO 2305, and MATH 2300.

Photocommunications Curriculum (Recommended).

Public Relations Major. Students majoring in public relations are required to complete 37-40 hours within the school, including the following courses: PR 3310, 3441, 4310, 4314, MCOM 3309, 3300, 3320, 4380, ADV 3310, and 9-12 hours from JOUR 3310, 3312, 3317, 4330, 4380, ADV 3351, 3361, TELE 3310, 3360, 4360, PR 3390, 4300, PHOT 2410.

Also required are ECO 2305, MATH 2300, MKT 3350, 3352, MGT 3370, and COMS 3308.

Public Relations Curriculum (Recommended).

Teacher Education. Students who want to teach journalism in secondary schools must complete a degree in journalism and take the necessary courses in the College of Education to be certified. Students should contact the Teacher Certification Office in the College of Education.

Minors. A minor consisting of a minimum of 18-19 semester hours, which must include 6 hours of junior and senior level courses, is available in journalism, advertising, telecommunications, photocommunications, public relations, and mass communications. Specific requirements include the following:

Mass communications: MCOM 3300, 3320, ADV 3310, TELE 3310, MCOM 3309, and 3 hours of electives from mass communications courses.

Journalism: JOUR 3310, 3312, 4370, 4380, and 6 hours of electives from journalism courses, 3 hours of which must be junior or senior level.

Advertising: ADV 3310, 3351, 3361, 4312, 4316, and 3 hours of electives from advertising courses.

Telecommunications: TELE 3310, 3340, 4320, two of the following: 3360, 3370, or 4370 and 6 hours of electives from telecommunications courses.

Photocommunications: PHOT 2300, 2410, 3412, 4403, and 4404.

Public relations: MCOM 3309, ADV 3310, PR 3310, 3441, 4310, and 4314.

Courses in Mass Communications. (MCOM)

1300. Introduction to Mass Communications (3:3:0). A broad survey of communications in modern life with particular emphasis on print media, broadcasting, advertising, and public relations. [COMM 1307]

3300. Theories of Mass Communications (3:3:0). Prerequisite: sophomore standing. An analysis of mass communications from the standpoint of the major theoretical approaches, including source, message, and receiver analysis; social effects; groups and communication networks; the mass media and political socialization; aggression and television violence.

3309. Writing for the Mass Media (3:2:3). Prerequisite: Students must have a C or better in ENGL 1300 (if required), 1301, and 1302 and sophomore standing. Principles and practice of writing for major types of mass communications media. For nonjournalism majors only. Typing 40 wpm required.

3320. Mass Communications Law (3:3:0). Prerequisite: sophomore standing. A study of the legal problems facing journalists, broadcasters, and advertisers, including libel, privacy, regulation of radio-tv, fairness doctrine, and commercial speech.

4100. Special Problems in Mass Communications (1). Prerequisite: Consent of instructor. Individual research on approved problems in mass communications areas. May be repeated for 3 hours credit.

4380. Mass Communications Survey and Research Methods (3:2:3). Introduces the student to basic public opinion survey and research methodology and designs. Historical and qualitative methods are included. Emphasis is on empirical research techniques and implementation.

Courses in Journalism. (JOUR)

2300. Principles of Journalism (3:3:0). An overview of the broad field of journalism for journalism and nonjournalism majors. Extensive use of current literature as springboards for discussion of trends, movements, and principles of journalism.

2310. News Writing (3:2:3). Prerequisite: Students must have a C or better in ENGL 1300 (if required), 1301, and 1302 and sophomore standing. The evaluation of news; news gathering methods and problems; discussion and exercises in writing leads, organizing stories, overcoming grammatical and structural problems; control lab. Typing 40 wpm required. [COMM 2311]

3312. Reporting (3:2:3). Prerequisite: JOUR 3310. Discussion and practice in interviewing, reporting, and writing various types of stories including meetings, conventions, accidents, and other general news stories. Typing 40 wpm required. [COMM 2315]

3314. Broadcast Journalism (3:2:3). Prerequisite: JOUR 3310 or consent of instructor and a 2.50 cumulative GPA. The study and practice of writing and editing news for radio and television. Emphasis on the principles, techniques, and forms of broadcast communication. Typing 40 wpm required. [COMM 2332]

3316. Magazine Writing (3:3:0). Prerequisite: Typing 40 wpm required. A study of the scope, influence, and responsibilities of the magazine as a cultural and social force. Survey of editorial problems; intensive writing practice and emphasis on marketing magazine articles.

3317. Publication Design and Graphics (3:2:3). Prerequisite: MCOM 3309 or JOUR 3310. Covers the contemporary design and production of mass media publications, including newsletters, annual reports, pamphlets, newspapers and magazines. Secondary emphasis on desktop publishing technologies.

3350. History of American Journalism (3:3:0). Study of the development of journalism in America from its European roots to the present and its interrelation with society.

3380. Editing (3:2:3). Prerequisite: JOUR 3310, 3312. Advanced study of purposes and methods of preparing newspaper copy for publication, including extensive study and practice in headline writing and editing. Attention to new technological advances such as computers and desktop publishing. [COMM 2209]

3390. Internship in Journalism (3). Prerequisite: Junior or senior standing; JOUR 3310, 3312, plus recommendation of faculty member, division director and/or area coordinator. Minimum of eight weeks full-time supervised employment in media or communications organization. Weekly reports, interviews, and term paper approved by employer and intern director required. Must be taken pass-fail.

4300. Individual Study in Journalism (3). Prerequisite: Senior standing, 9 hours of journalism courses, and consent of instructor prior to registration.

4330. Public Opinion and Propaganda (3:3:0). The nature of public opinion and propaganda; the role of the press in its formation and how the press is influenced by public opinion.

4370. Advanced Reporting (3:2:3). Prerequisite: JOUR 3310, 3312. A course in the interrelation and writing of news on social, political, and economic topics. Emphasis on precision journalism and the use of digital technologies to acquire and disseminate information, implementation through lab assignments.

4390. Journalism Practicum (3). Prerequisite: JOUR 3310, 3312, senior standing in mass communications areas, consent of instructor. A nonpaid supervised opportunity for the student to observe and analyze the methods, techniques, and creative processes of the media professional. Pass-fail.

Courses in Advertising. (ADV)

3310. Principles of Advertising (3:3:0). Prerequisite: sophomore standing. An overview of the broad field of advertising. Acquaints students with the role of advertising in the American economy and social system and the procedures involved in planning advertising campaigns. [COMM 2327]

3351. Advertising Media Planning (3:2:3). Prerequisite: ADV 3310 and MATH 2300, or consent of instructor. A study of the various advertising media to provide students with a knowledge of the use of advertising media, methods of selection, and the skills and background required for media buying.

3355. Media Sales (3:3:0). Prerequisite: ADV 3351 or TELE 3340 or consent of instructor. Study of the economics, strategies, and techniques involved in print and electronic media sales.

3361. Advertising Creative Strategy (3:2:3). Prerequisite: ADV 3310 or MKT 4354, MCOM 3309, or consent of instructor. Must be taken after or concurrently with ADV 3351 or PR 3441. Analysis of the creative aspects of advertising; strategy, copy, layout, typography, and production. Provides practical application of how to plan and execute effective print and broadcast messages.

3390. Internship in Advertising (3). Prerequisite: Junior or senior standing; ADV 3310, 3351, or 3361, plus recommendation of faculty member and/or internship coordinator. Minimum of eight weeks full-time supervised employment in media or communications organization. Weekly reports, interviews, and term paper approved by employer and intern director required. Must be taken pass-fail.

4000. Special Projects in Integrated Communications In Advertising (V1-3). Prerequisite: Consent of instructor. A hands-on experience in developing and presenting an integrated communications campaign for a business problem or opportunity. May be repeated once for credit.

4300. Individual Study in Advertising (3). Prerequisite: Senior standing, 9 hours of advertising courses, and consent of instructor prior to registration. May be repeated for credit.

4304. Advanced Creative Strategy (3:3:0). Prerequisite: ADV 3361 and consent of instructor. Advanced formulation and techniques of creative strategy with emphasis on copywriting. Includes participation in local, state, regional, and/or national advertising competitions.

4312. Advertising Research and Campaigns (3:2:3). Prerequisite: ADV 3351 and 3361, or consent of instructor. Introduction to advertising research; methods of message and media research techniques with special application to campaign planning. Basic principles and applications of advertising campaign planning, preparation, and presentation taught in a problem-solving mode.

4313. International Advertising (3:3:0). A study of the practices and procedures of advertising on the international market.

4316. Advertising and Integrated Communications Administration (3:3:0). Prerequisite: Completion of all required courses. Use of the problem-solving approach to advertising and integrated communications problems and opportunities through cases, research projects, special reports, presentations, and readings.

Courses in Telecommunications. (TELE)

3100. Telecommunications Activities (1:0:3). Prerequisite: Sophomore standing and consent of instructor. Laboratory in radio-television activities; limited to 3 hours for majors and minors; 1 hour for others. Must be taken pass-fail.

3300. Telecommunications Technologies and Society (3:3:0). Prerequisite: sophomore standing. Current and emerging telecommunications technologies, their integration into modern society, and their impact on information transfer.

3310. Introduction to Telecommunications (3:3:0). Prerequisite: sophomore standing. Basic instruction in the origin, history, development, regulation, and social responsibilities of broadcasting and cable communications. Examines new technology and telecommunications systems. [COMM 1335]

3320. Audio Production (3:2:3). Prerequisite: TELE 3310 or consent of instructor. Study of technology and theory of audio media. Opportunity to acquire experience planning and producing broadcast and nonbroadcast audio material. [COMM 2303]

3330. Studio Production for Electronic Media (3:2:3). Prerequisite: Consent of instructor. A concentrated course in the theory and application of principles, procedures, and techniques of multi-camera studio production. [COMM 1136]

3340. Programming and Promotion for Electronic Media (3:3:0). Prerequisite: TELE 3310. A comprehensive study of programming and promotion in the electronic media covering audience analysis, plus historical development and current programming practices and promotions.

3350. News Presentation for Electronic Media (3:2:3). Prerequisite: TELE 3310 or JOUR 3350 and JOUR 3314. A concentrated course in the theory and practice of news presentation and the responsibilities and opportunities of the news anchor and news reporter. [COMM 2331]

3360. Writing for Corporate Media (3:2:4). Development of principles and practice in writing for corporate media. Emphasis on slide-tape and video program research, proposals, budgets, treatments, and script writing.

3370. Writing for Electronic Media (3:2:3). A comprehensive study of the principles, procedures, design and skill processes in writing informative, persuasive and news and public affairs copy for electronic media programming.

3380. Advertising for Electronic Media (3:2:3). Prerequisite: ADV 3351 or TELE 3340. Study of the electronic media for persuasive promotion of ideas, goods, and services. Emphasis on principles employed in broadcast advertising budgets, sales promotions, and campaigns.

3390. Internship in Telecommunications (3). Prerequisite: junior or senior standing; TELE 3310, 3320 for radio; TELE 3310, 3330 for television; TELE 3310, 3360 for corporate telecommunications, plus recommendation of faculty member, division director and/or area coordinator. Minimum of eight weeks full-time supervised employment in media or communications organization. Weekly reports, interviews, and term paper approved by employer and intern director required. Must be taken pass-fail.

4300. Senior Projects in Telecommunications (3). Prerequisite: Senior standing, 9 hours in area in which project is to be pursued, and consent of instructor prior to registration. May be repeated once for credit.

4320. Electronic Media Operations (3:3:0). Prerequisite: TELE 3310 and senior standing. An analytical study of the legal, economic, operational, sales, and policy factors of station organization and administration. Case studies and individual projects.

4330. Advanced Video Production (3:2:3). The preparation and directing of television programs with emphasis on the creative application of broadcasting principles and informational techniques. Field production and video editing.

4360. Corporate Telecommunications (3:2:4). Telecommunications systems used by industry, business, medicine, education, and the military. Emphasis on video software development and trends in corporate communications. Evaluation of nonbroadcast video programs.

4370. Writing for Series Television (3:3:0). A long-form intensive writing course. Provides an introduction to the basic skills, professional standards, and creative challenges of scriptwriting for series television.

4380. Features and Documentaries for Electronic Media (3:2:3). Prerequisite: JOUR 3314 or consent of instructor. Broadcast journalism techniques in writing and producing television features, documentaries, and related programming. Emphasis on pre and post-production activities from research to final video editing.

4390. Telecommunications Practicum (3). Prerequisite: TELE 3310, 3320 (radio), TELE 3310, 3330 (television), TELE 3310, 3360 (corporate telecommunication), JOUR 3314 (broadcast journalism), senior standing in mass communications areas, and consent of instructor prior to registration. A nonpaid supervised study opportunity is provided for the student to observe and analyze the methods, techniques, and creative processes of the media professional. Must be taken pass-fail. [COMM 2324]

Courses in Photography. (PHOT)

2300. Photographic Vision and the Mass Media (3:3:0). Introduction to photographic equipment and materials and the study of visual images in mass media. Principles of using cameras and the study of aesthetics and ethics of visual communication. Non-laboratory photographic projects may require access to at least a simple camera.

2410. Basic Photography (4:2:4). Prerequisite: Sophomore standing and at least a 2.00 overall GPA. Student must have use of a 35 mm full frame camera with manual controls. Fundamentals of photographic image-making using black and white materials. Study includes camera use and darkroom techniques. [COMM 1318]

3390. Internship in Photocommunications (3:3:0). Prerequisite: PHOT 3410, 3412, and 3414. Professional work in mass media. Supervised work in media or communications organizations. Minimum of 8 weeks full-time employment. Required weekly reports and term paper approved by employer and intern director. Must be taken pass-fail.

3412. Intermediate Photography (4:2:4). Prerequisite: PHOT 2410. Study of the materials and processes of photography. Emphasis on print and negative quality, composition, and design elements. [COMM 1319]

3414. Photojournalism (4:2:4). Prerequisite: PHOT 3412. The history of photojournalism and its legal and ethical issues. Laboratory work will include different forms of editorial and newspaper photography. [COMM 1316]

4300. Special Problems in Photography (3). Prerequisite: PHOT 3412 or consent of instructor. Individual investigation into the areas of documentary news, photography, or advertising. May be repeated for credit.

4403. Color Photography (4:2:4). Prerequisite: PHOT 3412. Study of color negative film, transparencies, printing, filtration, and analysis. Laboratory work includes color printing, negative and transparency film processing.

4404. Senior Portfolio in Photocommunications (4:2:4). Prerequisite: PHOT 4403. Advanced study of negative-print technique. A major project resulting in a finished portfolio will be required.

Courses in Public Relations. (PR)

3310. Principles of Public Relations (3:3:0). Prerequisite: sophomore standing. A study of the policies and procedures of creating and maintaining good will among organizations' various publics. Examines the many aspects of public relations as a staff and management function.

3390. Internship in Public Relations (3). Prerequisite: junior or senior standing; PR 3310, 3441, plus recommendation of faculty member, division director, and/or area coordinator. Minimum of eight weeks full-time supervised employment in media or communications organization. Weekly reports, interviews, and term paper approved by employer and intern director required. Must be taken pass-fail.

3441. Public Relations Media (4:2:3). Prerequisite: PR 3310, ADV 3310, MCOM 3309 and JOUR 3310. A study of the various avenues of communication available to public relations practitioners. Includes experience in producing the wide variety of communication vehicles employed by contemporary organizations.

4000. Special Public Relations Project in Integrated Communication (V1-3). Prerequisite: Consent of instructor. A hands-on experience in developing and presenting a PR campaign for a business problem or opportunity. May be repeated once for credit.

4300. Individual Study in Public Relations (3). Prerequisite: Senior standing, 9 hours of public relations courses, and consent of instructor prior to registration.

4310. Public Relations Administration (3:3:0). Prerequisite: PR 3310, 3441, and MCOM 3309, JOUR 3310. A course emphasizing the methods and techniques of public relations communication and problem solving. Special emphasis on class presentations

4314. Public Relations Cases and Problems (3:3:0). Prerequisite: Completion of all required courses (must be taken only during final long semester). Application of the principles and theories of public relations to the problems of public and private organizations. Emphasis on discussing and presenting contemporary problems in public relations.