COURSE TITLE: Introduction to Mass Communication

Course Code: JM 113
Credit Value: 3 Credits

Contact Hours

• Lectures: 2 hours/week

• Tutorials / Seminars: 2 hours/week

Duration: 15 Weeks (One Semester)
Prerequisite: None

1. Course Description

This course introduces students to the fundamental concepts, theories, processes, and institutions of mass communication. It examines how information is created, transmitted, received, interpreted, and evaluated through traditional and emerging media platforms within local, regional, and global contexts.

Students explore the historical development of mass communication, communication models, communication theories, media systems, audience behaviour, media effects, globalisation, digital transformation, and the role of mass communication in social, political, economic, and cultural development.

The course encourages students to critically analyse contemporary media environments while developing an understanding of communication as both an academic discipline and a professional field. Tutorials emphasise media analysis, critical discussion, and application of communication concepts to current issues.

This course provides the theoretical foundation for advanced studies in journalism, broadcasting, public relations, advertising, strategic communication, multimedia production, and media research.

2. Course Objectives

By the end of this course, students should be able to:

1. Explain the nature, scope, and evolution of mass communication.

2. Describe major communication models and communication theories.

3. Analyse the structure and functions of mass media institutions.

4. Explain the relationship between media, audiences, and society.

5. Examine the influence of media on culture, politics, governance, and development.

6. Evaluate contemporary issues affecting mass communication.

7. Apply communication theories to analyse media content.

8. Demonstrate critical understanding of digital communication environments.

3. Learning Outcomes

Upon successful completion, students will be able to:

• Define key concepts in mass communication.

• Explain the communication process and major communication models.

• Describe classical and contemporary communication theories.

• Compare different media systems and communication channels.

• Analyse media audiences and media effects.

• Explain the social, political, economic, and cultural roles of mass communication.

• Evaluate contemporary communication challenges in the digital era.

• Apply theoretical concepts to real-world communication issues.