Mass Media and Communication Course

Lesson 1 • Defining Mass Media and Communication

Introduces the distinction between interpersonal and mass communication. Establishes vocabulary used throughout the course.

Lesson 2 • Historical Development of Media

Traces media from print to digital, highlighting pivotal technological shifts. Contextualises current media landscape within historical change.

Lesson 3 • Media Industries and Ownership

Examines how ownership structures shape content and editorial decisions. Connects industry economics to media output and diversity.

Lesson 1 • Applying Theory to Media Analysis

Guides students in selecting and applying appropriate theories to media texts. Bridges abstract concepts with practical analytical writing.

Lesson 2 • Critical and Cultural Theories

Introduces Marxist, feminist, and postcolonial critiques of media systems. Equips students to analyse power dynamics embedded in media content.

Lesson 3 • Agenda-Setting and Framing

Explains how media prioritises issues and shapes public perception through framing. Connects theory to news production and audience cognition.

Lesson 4 • Media Effects Theories

Surveys theories explaining how media content influences audience attitudes and behaviour. Builds critical perspective on media power and audience agency.

Lesson 1 • Broadcast and Script Writing

Covers writing for radio and television, emphasising spoken-word clarity. Adapts print conventions to audio and visual storytelling formats.

Lesson 2 • Digital and Multimedia Writing

Addresses writing for online platforms, including SEO principles and hyperlink use. Integrates text with multimedia elements for digital audiences.

Lesson 3 • Principles of Media Writing

Establishes clarity, conciseness, and accuracy as foundational writing standards. Differentiates media writing from academic or literary prose.

Lesson 4 • Editing and Quality Control

Trains students to self-edit and peer-edit media copy for accuracy and style. Reinforces professional standards through revision practice.

Lesson 1 • Newsroom Workflow and Deadlines

Simulates real newsroom production cycles, roles, and deadline management. Develops professional habits for high-pressure editorial environments.

Lesson 2 • Interviewing Techniques

Teaches structured and conversational interview approaches for different story types. Develops active listening and follow-up questioning skills.

Lesson 3 • Reporting and Source Development

Builds skills for finding, cultivating, and verifying sources across beats. Emphasises ethical source relationships and diverse representation.

Lesson 4 • News Values and Story Selection

Defines newsworthiness criteria and editorial decision-making processes. Connects story selection to audience relevance and public interest.

Lesson 1 • Conflicts of Interest and Independence

Identifies threats to editorial independence from advertisers, sponsors, and ownership. Develops strategies for maintaining journalistic integrity.

Lesson 2 • Truth, Accuracy, and Fairness

Defines professional obligations to factual accuracy, balance, and impartiality. Connects these standards to audience trust and media credibility.

Lesson 3 • Core Ethical Frameworks

Introduces utilitarian, deontological, and virtue ethics as applied to media practice. Provides a decision-making vocabulary for ethical analysis.

Lesson 4 • Ethical Decision-Making in Practice

Uses case studies to apply ethical frameworks to real publication dilemmas. Builds confident, reasoned ethical judgment under professional pressure.

Lesson 1 • Graphics, Sound Design, and Post-Production

Covers lower thirds, motion graphics, and audio mixing for broadcast output. Integrates technical finishing skills with editorial storytelling goals.

Lesson 2 • Radio Production Fundamentals

Covers microphone technique, audio recording, and basic sound editing. Builds skills for producing news packages and feature radio segments.

Lesson 3 • Multimedia Storytelling Packages

Guides students in producing integrated text, audio, and video story packages. Applies all production skills to a complete multimedia journalism project.

Lesson 4 • Video Storytelling and Editing

Teaches shot composition, sequencing, and non-linear editing for news and documentary. Develops visual narrative skills aligned with journalistic standards.

Lesson 1 • Data Journalism and Visualization

Introduces data sourcing, cleaning, and visual presentation for news stories. Builds quantitative literacy for evidence-based reporting.

Lesson 2 • Digital Media Landscape

Maps the current digital media ecosystem including news sites, blogs, and platforms. Contextualises online journalism within broader media industry shifts.

Lesson 3 • Social Media for Journalists

Covers platform-specific content strategies, verification, and audience engagement. Develops professional social media presence aligned with editorial standards.

Lesson 4 • Content Management and Publishing

Covers CMS operation, SEO fundamentals, and digital publishing workflows. Prepares students for efficient, optimised online content production.

Lesson 1 • Media Relations and Press Strategy

Covers pitching, press release writing, and managing journalist relationships. Develops skills for earning and sustaining earned media coverage.

Lesson 2 • Strategic Communication Fundamentals

Defines strategic communication and its distinction from tactical messaging. Establishes goal-setting, audience analysis, and message architecture as core skills.

Lesson 3 • Campaign Evaluation and Measurement

Teaches output, outtake, and outcome measurement for communication campaigns. Closes the strategic loop by linking results to original objectives.

Lesson 4 • Crisis Communication and Reputation Management

Prepares students to manage organisational communication during crises. Develops rapid-response messaging and stakeholder communication protocols.