University looks to revamp journalism curriculum

Eric Hummer Jr.

UW-Whitewater is considering making changes to the journalism curriculum to better prepare students for future careers in the media.

Many universities are changing their curriculums in order to help students find jobs after school.

Kansas University began changing their curriculum in 1997. The result was an innovative, converged, cross-platform and cross-disciplinary program. Kansas didn't get rid of the old curriculum but instead kept the core classes to teach students writing, reporting and editing techniques.

UW-Whitewater has set up a committee to adjust the curriculum and begin looking at other universities curriculums, such as that of Kansas'. The subject of a convergence curriculum was proposed by Sam Martino, a journalism instructor at the university.

Several other journalists and teachers are on the committee including Kyle Geissler and James Kates. Each person on the committee is doing different things to reach a common goal. Geissler is in charge of radio knowledge, Kates is talking to other universities and Peter Conover, communications professor is helping with television.

Martino, who teaches several classes at UW-Whitewater, said immediate change is needed.

"The era of pen and paper journalism is over," Martino said. "Students will need to learn how to report with their legs, video and sound to become an accomplished journalist."

Kates, who is a copy editor for the Milwaukee Journal Sentinel and a UW-Whitewater assistant professor, has seen first-hand how fast the industry is moving.

"I think it's very exciting," Kates said. "We've stressed in the committee, we're going to be inventing this as we go along because the program could change as media changes."

Geissler, who works in Janesville as a radio reporter and is also a UW-Whitewater professor, thinks it is a good idea and only sees one negative aspect.

"We are a little behind and this new curriculum will take time," Geissler said.

The reason is could take so long to enact is because the curriculum needs to be well thought out for the long term. It also needs to be approved by the university.

The committee had placed a tentative goal of fall 2008 or spring 2009 to have the curriculum in place.

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Online Salvation?

The embattled newspaper business is betting heavily on Web advertising revenue to secure its survival. But that wager is hardly a sure thing.

By Paul Farhi

Even the most committed newspaper industry pessimist might begin to see a little sunshine after talking to Randy Bennett. Yes, the print business is "stagnant," acknowledges the Newspaper Association of America's new-media guru. And yes, he says, newsrooms are under pressure. But – and here comes the sun – newspapers have staked out a solid position on the Internet, he says. Internet revenue is growing smartly: In 2003, Bennett points out, newspapers collected a mere $1.2 billion from their online operations; last year the figure was nearly $2.7 billion. "We're growing at a double-digit rate," he says.

This is the kind of news that soothes beleaguered publishers and journalists. As print circulation and advertising swoon, the newspaper industry, and news providers generally, have looked for a lifeboat online. Newspapers were the first of the mainstream media to extend their traditional news franchises into the world of pixels, giving them an important "first mover" advantage. Web sites run by local newspapers typically remain the most popular sources of news and the largest sources of online advertising in their local communities.

Predictions about where the Internet is headed are, of course, hazardous. A dozen or so years after it began to become a fixture in American life, the Internet is still in a formative stage, subject to periodic earthquakes and lightning strikes. Google didn't exist a decade ago. Five years ago, no one had heard of MySpace. Facebook is just four years old, and YouTube is not quite three. Washington Post Executive Editor Leonard Downie Jr. compares the current state of the Internet to television in the age of "Howdy Doody."

Even so, a few dark clouds are starting to form in the sunny vista. Consider a few distant rumbles of thunder:

--After years of robust increases, the online newspaper audience seems to have all but stopped growing. The number of unique visitors to newspaper Web sites was almost flat – up just 2.3 percent – between August 2006 and August 2007, according to Nielsen/NetRatings. The total number of pages viewed by this audience has plateaued, growing just 1.8 percent last year.

--Newspaper Web sites are attracting lots of visitors, but aren't keeping them around for long. The typical visitor to nytimes.com, which attracts more than 10 percent of the entire newspaper industry's traffic online, spent an average of just 34 minutes and 53 seconds browsing its richly detailed offerings in October. That's 34 minutes and 53 seconds per month, or about 68 seconds per day online. Slim as that is, it's actually about three times longer than the average of the next nine largest newspaper sites. And it's less than half as long as visitors spent on the Web's leading sites, such as those run by Google, Yahoo! and Microsoft.

Many news visitors – call them the "hard-core" – linger longer online, but they're a minority. Greg Harmon, director of Belden Interactive, a San Francisco-based newspaper research firm, estimates that as many as 60 percent of online newspaper visitors are "fly-bys," people who use the site briefly and irregularly. "Everyone has the same problem," says Jim Brady, editor of washingtonpost.com. The news industry's continuing challenge, Brady says, is to turn "visitors into residents."

--As competition for visitors grows, news sites are rapidly segmenting into winners and losers. In a yearlong study of 160 news-based Web sites (everything from usatoday.com to technorati.com), Thomas E. Patterson of Harvard University found a kind of two-tier news system developing: Traffic is still increasing at sites of well-known national brands (the New York Times, CNN, the Washington Post, etc.), but it is falling, sometimes sharply, at mid-size and smaller newspaper sites.

"The internet is redistributing the news audience in ways that [are] threatening some traditional news organizations," concluded Patterson in his study, produced for the Joan Shorenstein Center on the Press, Politics and Public Policy. "Local newspapers have been the outlets that are most at risk, and they are likely to remain so."

Patterson suggests that some of the declines at newspaper sites may be due to increased competition from local broadcast stations, particularly TV. Although they got a late start on the Internet, local TV stations are beginning to catch up, thanks to copious video news clips and strong promotional capabilities. "A lot of papers are close to maxing out their local audiences," Patterson said in an interview. "It's hard to know where more readers will come from... They have to figure out how to deal with a pretty difficult future."

In other words, for many, that first-mover advantage has vanished.

Most ominous of all is that online ad growth is beginning to slow. Remember those confidence-building double-digit increases in online advertising revenue? They're fading, fast. In the first quarter of this year, the newspaper industry saw a 22 percent gain in online revenue. Not exactly shabby, but still the smallest uptick (in percentage terms) since the NAA started keeping records in 2003. In the second quarter, the industry rate slipped again, to 19 percent. The third quarter promises even less, considering what various companies have been reporting lately. E.W. Scripps Co. saw a 19 percent increase. The Washington Post Co. said its online revenue was up 11 percent in the period, the same as Gannett's. Tribune Co. saw a gain of 9 percent. McClatchy was almost in negative territory, with a weak 1.4 percent increase for the quarter and the year to date.

All of which begins to hint at one of the deeper economic challenges facing online news providers. Even as advertisers move from traditional media to new media, a big question lingers: Can online ad revenue grow fast enough to replace the dollars that are now being lost by the "old" media? And what happens if they don't?

At the moment, the Internet has a long way to go. Newspapers collected $46.6 billion from print advertisers last year; they took in another $11 billion in circulation revenue in 2004, the last time the NAA compiled the total. Even with the double-digit increases online, that's more than 20 times what they're generating from the Internet. Among the industry's most cutting-edge publishers, the Internet still accounts for only a fraction of the overall pie. The leading online newspaper company, the New York Times Co., derives only about 11 percent of its revenue from the Web. This fall, MediaNews Group, which publishes 57 daily newspapers, including the Denver Post and the San Jose Mercury News, touted plans to increase its share of Internet revenue to 20 percent – by 2012.

Philip Meyer, author of "The Vanishing Newspaper" and a former journalist and University of North Carolina journalism professor, believes that it's "in the interest of both newspapers and advertisers to shift content to the Internet." Advertisers get narrower target audiences for their products, he notes, and greater accountability, since they can monitor consumers' behavior. "Newspapers can at last grow their businesses without being held back by the variable costs of newsprint, ink and transportation," he said in an e-mail interview. "In the recent past, newspaper owners have preferred to cut fixed costs, like editorial staff, which gives a quick boost to the bottom line but weakens their hold on the audience. Using technology to cut the variable costs is a better strategy even though the payoff takes longer."

Shedding the big overhead costs of the old media is certainly an attraction of the new one. The problem is, an Internet visitor isn't yet as valuable as a print or broadcast consumer. The cost of reaching a thousand online readers – a metric known in advertising as CPM, or cost per thousand – remains a fraction of the print CPM. The price differential can be as much as 10-to-1, even though many newspaper Web sites now have online audiences that rival or exceed the number of print readers.

Some of this disparity is a result of the witheringly competitive nature of the Web. Unlike the print business, in which newspaper publishers generally enjoy near-monopoly status, the online news world is littered with entrants – from giants like MSNBC.com and AOL.com, to news aggregators like drudgereport.com, to blogs by the millions. This makes it tough for any online ad seller to do what newspaper publishers have done for years – keep raising their ad rates. "Ultimately, it comes down to supply and demand," observes Leon Levitt, vice president of digital media for Cox Newspapers. "And there's an awful lot of supply out there."

Harvard's Patterson offers a more intriguing, and perhaps more unsettling, theory about why it's hard to squeeze more money out of online advertisers: Web ads may not be as effective as the traditional kind. "I'm not sure [advertisers] are convinced yet about how terrific a sales tool [a Web display ad] is," he says. "The evidence isn't strong yet that it can drive people into a store the way a full-page newspaper ad can. They're less confident about what they're getting online." Moreover, unlike their here-and-gone counterparts on the Internet, print subscribers still stay around long enough to see an ad. Some 80 percent of print readers say they spent 16 or more minutes per day with their newspaper, according to Scarborough Research.

These dynamics could change, perhaps as stronger news sources emerge on the Web and weaker ones disappear. But even if the newspaper industry continued to lose about 8 percent of its print ad revenue a year and online revenue continued to grow at 20 percent a year – the pace of the first half of 2007 – it would take more than a decade for online revenue to catch up to print.

Journalists, or indeed anyone with an interest in journalism, had better pray that doesn't happen. Because online revenue is still relatively small and will remain so even at its current pace, this scenario implies years of financial decline for the newspaper industry. Even a 5 percent decline in print revenue year after year might look something like Armageddon. Newspapers were already cutting their staffs before this year's advertising downturns. A sustained frost of similar intensity would likely lead to even more devastating slashing. The cuts could take on their own vicious momentum, with each one prompting a few more readers to drop their subscriptions, which would prompt still more cuts. Some daily papers would undoubtedly fold.

Some remain confident that these dire scenarios won't come to pass. "I don't foresee [print dying] in my lifetime," says Denise F. Warren, chief advertising officer for the New York Times Co. and its Web sites. "I'm still bullish on print. It's still an effective way to engage with the audience." On the other hand, she adds, "The business model will keep evolving."

Yes, says Phil Meyer, but it may evolve in ways that render many daily newspapers unrecognizable to today's subscribers: "You want a prediction?" he says. "There will be enough ads for ink on paper to survive, but mainly in niche products for specialized situations."

--

Question: Do you see a smart online business model for traditional media that will permit newspapers and other publications to continue to do deep reporting and attract talented journalists?

CRAIG NEWMARK: Not yet. While there are people working on it... no one's figured it out yet.

– From an online Q&A with Craigslist founder Newmark, posted on nytimes.com on October 10.

--

To restore the industry's momentum online, executives like Denise Warren suggest the key may simply be more. More new editorial features that will attract new visitors and keep the old ones engaged on the site for longer.

The Times, for instance, expanded three "vertical" news and feature sections last year (real estate, entertainment and travel) and this year is fleshing out similar sections on business, health and technology. In early December, the paper will launch a Web version of its fashion and luxury goods magazine, called T. The paper has also stopped charging for its op-ed columns, after having determined that it could attract more readers – and hence more advertising dollars – by removing the "pay wall" that blocked unlimited access.

(The Wall Street Journal is also considering doing away with online subscriptions and moving to a free, ad-supported model, the Journal's new owner, Rupert Murdoch, said in mid-November.)

Washingtonpost.com has added more blogs, more video and special features, like a religion and ethics discussion called On Faith. In June, it started a hyper-local site-within-the-site called (LoudounExtra.com that focuses on exurban Loudoun County in Virginia. Coming next summer: a complete redesign of the site. With so much movement, Brady isn't concerned about traffic slowing down. "I'm not worried that people's interest in the Internet has peaked," he says. "There's a whole generation coming up that uses the Internet a lot more."

Cox Newspapers is focusing on its papers' local markets with freestanding niche offerings that target specific demographic groups underserved by the main newspaper, such as young mothers and pet owners and local sports fans, says Leon Levitt. The idea is to assemble a larger, geographically concentrated online readership bit by bit, with as many as seven to nine specialized publications, he says.

Harvard's Patterson has a simpler idea: Just play the news better online. His study of news sites found "substantial variation" in how local sites display news, with some pushing blogs, ads and "activity lists" over breaking news. "If local news is downplayed, local papers are conceding a comparative advantage in their competition with other community sites for residents' loyalties," the study concluded. "If national and international news is downplayed, local papers may increase the likelihood that local residents will gravitate to national brand-name outlets."

The news may be the primary product, but the way the news is served online needs to be updated, too, says Mark Potts, a Web-news entrepreneur and consultant. He says newspaper-run sites are falling behind the rest of the industry in their use of technology. "For the most part, once you get past the bigger papers, newspapers are not up to date" online, he says. "They've got some video, a podcast, some blogs, yes, but mostly...they're just pasting the newspaper up on the screen. That was barely OK five years ago." Potts ticks off the tools that news sites usually lack: social networking applications, database-search functions, mapping, simplified mobile-device delivery technology, services that let readers interact with one another, etc. His one-word description for the state of newspapers online: "Stodgy."

On the ad side, traditional news organizations are starting to join, rather than trying to fight, some of the Internet's giants. In recent months, major newspaper companies have struck alliances with Yahoo! and Google in an attempt to pair newspapers' strength in selling local advertising with the search engines' superior technology and national reach.

In the first phase of a multipart alliance, some 19 newspaper companies that own 264 daily papers have linked their online help-wanted advertising to Yahoo!'s HotJobs recruitment site. When an advertiser seeking to hire, say, a nurse, in St. Louis buys an ad through the St. Louis Post-Dispatch, the newspaper places the ad on its site, which is co-branded with HotJobs and automatically linked to HotJobs' national listings. As a result, the advertiser gets his message in front of both local job candidates and others across the country. HotJobs, in turn, gets a local sales agent – the Post-Dispatch – to sell more listings. Although the partners have revealed few financial details about the arrangement, revenue from such ads is split between the newspaper and Yahoo!, with the newspapers taking a majority of each dollar generated.

In a second phase of the alliance that is now being tested, publishers such as McClatchy, Lee Enterprises, Media General, Cox and others will attempt to do something similar with display ads. Using Yahoo!'s search capabilities and technology, the companies hope to marry national and local display ads to their visitors' interests. People interested in, say, pickup trucks (as identified by tracking software and registration questionnaires), would likely see national ads for Ford, and perhaps for local Ford dealers, when they logged on to a newspaper's site. Such highly targeted advertising would command much higher CPMs than plain old banner ads, says Cox's Levitt.

While it's still too early to declare victory, the general scheme of the partnership has drawn praise from Wall Street. Deutsche Bank analyst Paul Ginocchio has estimated that some members of the consortium could see online ad growth rates of 40 percent for the next two years, thanks in large part to revenue generated by the Yahoo! tie-in.

However, other publishers have declined to join the Yahoo! consortium, in part out of concern that newspapers may be giving away too much to Yahoo! and leaving readers little reason to visit the newspapers' own sites. For example, Gannett and Tribune Co. are developing a display advertising network of their own.

Another group of publishers, including Hearst, E.W. Scripps and the New York Times Co., have turned to Google. Under an experimental program that was expanded this summer, Google is running auctions that enable thousands of smaller advertisers to bid on ad space – size, section and date of their choosing – on some 225 newspaper Web sites. The newspapers are free to accept the offer, reject it or make a counteroffer (Google says more than half the bids have been accepted). The process is streamlined by Google's technology, which automates billing and payments.

A little less cooperation might help, too. Some argue that news providers made a huge strategic mistake when they decided to make their content available to others online. "Free riders" like Yahoo.com, MSN.com, Google and AOL.com have built massive franchises – far larger than any traditional mainstream news site – in part by posting news stories created and paid for by others. These days, of course, anyone can assemble a series of links and headlines to become a "news" site. The Shorenstein Center put it bluntly in its recent study of news on the Internet: "The largest threat posed by the Internet to traditional news organizations...is the ease with which imaginative or well positioned players from outside the news system can use news to attract an audience."

"It's a terribly unfair deal," says Randy Siegel, the publisher of Parade, the weekly newspaper magazine. "Newspapers need to negotiate a more equitable share with search engines that are making billions of dollars by selling ads around newspaper content without the costs of creating that content.... The book industry and the movie industry don't give their content away."

Arkansas Publisher Walter Hussman Jr. knows he sounds like a man from another century when he says it, but he thinks newspapers shouldn't be free, online or off. He rues the day that the Associated Press, which is owned by the newspaper industry, agreed to sell stories to the Yahoo!s and AOLs of the world. Free or bargain-priced news, Hussman says, cheapens everyone's news. Free, he says, "is a bad business model."

Hussman has an idea that's so old and abandoned it seems almost new: Make people pay for the news they want, even in the Internet age. Hussman obviously is swimming upstream with this notion. Not long after the New York Times stopped charging for its op-ed columns under the now-jettisoned TimesSelect initiative, the Sacramento Bee dropped subscription fees for Capitol Alert, the paper's Web site for political news.

The newspaper Hussman publishes, the Arkansas Democrat-Gazette in Little Rock, is one of the few that charge a fee ($4.95 a month) for full access to its site. The site has a modest base of 3,000 subscribers, but Hussman says walling it off protects a more lucrative franchise: the newspaper. He believes it's no coincidence that the Democrat-Gazette's print circulation is growing – about 2,000 daily in the latest six-month period that ended in September – at a time when so many others are sliding.

But what about the ad revenue that the newspaper is giving up with such a restricted Web site? Hussman says ad rates are so low online that they often don't cover the cost of producing original journalism. Example: An online gallery of photos from a local high school football game might generate 4,000 page views. If an advertiser paid $25 for each thousand views – a premium figure, by the way – the photo feature might generate $100, barely enough to pay the photographer for his work.

"I know what I'm saying is going to sound too simplistic to some people, but it seems to be working," he says. "The reason I advocate this is not some ideological or esoteric reason or because of pride of authorship. I'm basing this on experience."

Hussman sees an industry that generates nearly $60 billion a year in print ad sales and subscription fees, and that supports the expenditure of roughly $7 billion a year on newsgathering operations, and worries about it all slipping away in an era in which news is so abundant – and so free. "It would be wonderful if someone could figure out a way" to do all that online, he says before concluding, "but I just don't see it now."

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Newspaper goes mobile

What is the Star Car?
The Star Car is a mobile interactive newsroom. Reporters drive it to wherever something is happening that you need to know about, turn on the equipment, and they can report live online.

How?
The Star Car creates a “wireless hot spot,” allowing reporters to connect to the Internet anywhere in Cleveland County.

The Star Car has:
Online wireless capabilities through a cell phone connection.
A camera mounted on it where people online can see what reporters see.
A GPS tracking system that lets people watch where the car is going online ... not only can you watch the news as it happens, you can watch the Star Car as it's chasing the news that's happening.

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Letter from Dean Singleton about the State of Newspapers

This is a portion of a letter that was sent to MediaNews employees about the future of journalism and newspapers.

We will continue to expand our newspaper websites far beyond the traditional core. MediaNews newspapers have aggressively embraced an “online first” approach, which has resulted in major changes in newsroom cultures and how they operate -- and resulted in substantial increases in our Web site traffic for breaking news, local photos and other content. We have been, are and will continue to be the primary provider of local news and information in our marketplaces. Our newspapers are listening to what readers want, and we would expect there to be a continued extension of content, particularly online, as well as continued expansion of video, rich databases of local information and other content that is first and foremost useful to our audiences.

Our company can’t win the online battle alone. That’s why we’re investing with other newspaper companies to acquire creative online vendors that can help facilitate industry products to leverage our local strengths across national platforms. Stay tuned for announcements to come.

We have insisted that our newspapers embrace the Newspaper Next approach to seeking out “jobs to be done” which really means being on the lookout for unmet customer needs—and to unleash new products to satisfy those needs, to build audiences and to create marketplaces.

So, while we are innovating and expanding our core newspaper websites, we are building or expanding new sites such as LA.com, BayArea.com and InsideDenver.com as hubs not only for our newspaper site content, but also as a focal point for our marketplace concept. Our marketplace strategy will emphasize leveraging the interactivity of the web, with user generated content, customer feedback, and user self-generated ads. We anticipate introducing several marketplaces on our regional hub sites by late this year or early next year. While we have historically been a mass medium both in print and online, the marketplace approach is about niches—aggregating audiences with common interests, but going local and deep as opposed to broad and shallow.

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School of Journalism and Mass Communication for the University of Chapel Hill

IMPORTANT INFORMATION ABOUT REGISTERING FOR CLASSES:

Many JOMC courses above the 100-level, particularly skills courses, have prerequisites. Students are responsible for checking those prerequisites because the registration system at UNC-Chapel Hill does not screen for prerequisites. If you register for a class and do not have the prerequisites, you will have to drop the class. For permission of the school, see staff in the student records office in Carroll Hall 154. For permission of the instructor, see the faculty member who is teaching that section of the course in the semester you are registering.

(Note: the first number is the course number in effect. The number in brackets is any course number prior to fall 2007. The number in parentheses is the credit hours.)

101 [011] The World of Mass Communication (3.0). Overview of mass communication's vital role in society with discussion of media institutions, theories, practices, professional fields, and effects on society, groups, and individuals.

102 [015] Exploring the Visual World (3.0). Survey of visual communication tools, techniques, and theories, and how they may be used in all areas of the mass media, present and future. Not open to students who have already taken JOMC 180, JOMC 182, or JOMC 187.

110 [050] Electronic Information Sources (3.0). Gathering information from electronic sources, including libraries, government documents, databases, and the Internet. Prepares communicators to conduct research and use material in media-related decisions.

120 [120] Introduction to Video Production and Editing (3.0). Prerequisites, JOMC 121 and permission of instructor. JOMC 121 can be taken concurrently. Introduction to video production, with close attention to refining creative and technical skills while preparing professional-quality video segments.

121 [021] Writing for the Electronic Media (3.0). Analysis of broadcast journalism; theory and practice in communicating news in oral and visual modes. 130 [130] Principles of Public Relations (3.0). Internal and external public relations concepts and practices for businesses and other organizations with emphasis on identification and analysis of their publics and design, execution, and assessment of appropriate communication as strategies.

141 [141] Professional Problems and Ethics (3.0). Intensive study of professional and ethical issues and problems facing the mass media and their employees in relation to modern society.

153 [053] News Writing (4.0). Prerequisites, sophomore standing. Study of elements of news stories, writing of leads, organization and writing of various types of news stories.

157 [057] News Editing (3.0). Prerequisite, JOMC 153 or permission of instructor. Study and practice in copy reading, headline writing, proofreading; with attention given to printing terminology, page makeup, type structure, computer use in editing, and analysis of newspapers.

170 [170] Principles of Advertising (3.0). A survey of the economics, psychology, philosophy, and history of advertising, with particular reference to research bases, copy, layout, media planning, production, and testing of advertisements.

180 [080] Beginning Photojournalism (3.0). Prerequisite, permission of the school. Students photograph general news events, sports, features, and other standard newspaper subjects while learning the basic visual and technical aspects of photojournalism.

181 [081/580] Intermediate Photojournalism (3.0). Prerequisite, JOMC 180 and permission of instructor. Students expand their personal photographic vision and professional portfolio by honing their knowledge and skills of photographic composition, studio fashions, and artificial lighting techniques.

182 [085/185] The World of Graphic Design (3.0). Prerequisite, permission of the school. Principles and practices of design, typography, graphics, and production for visual communication for print and electronic media. Computer graphics and pagination.

187 [088/188] Introduction to Multimedia (3.0). Prerequisite, permission of the school. Basics of production and publication of journalistic multimedia content. Understanding of ethics and application of current technology, techniques, and design theories will be critical elements of all course work.

232 [132] Public Relations Writing (3.0). Prerequisites, JOMC 153 and JOMC 130. Education and practice in communication skills required of public relations practitioners.

240 [140] Current Issues in Mass Communication (3.0). Analysis of the interrelationships between United States mass media and the society that they serve.

242 [142] The Mass Media and United States History (3.0). An examination of the development of the mass media in the context of history. Emphasis is on major developments and trends within a chronological framework.

253 [054] Reporting (3.0). Prerequisite, JOMC 153. Exercises in news gathering, interviewing, and writing news.

256 [056] Feature Writing (3.0). Prerequisite, JOMC 153. Instruction and practice in writing feature articles for newspapers and magazines.

258 [058] Editorial Writing (3.0). Prerequisite, JOMC 153. Practice in writing editorials and opinion articles.

271 [171] Advertising Copy and Communication (3.0). Prerequisites, JOMC 170 or equivalent. Application of findings from social science research; social responsibility of the copywriter and advertiser; preparation of advertisements for the mass media; research in copy testing.

272 [172] Advertising Media (3.0). Prerequisite, JOMC 170 or equivalent. The media-planning function in advertising for both buyers and sellers of media; the relationships among media, messages, and audiences; computer analysis.

279 [179] Advertising and Public Relations Research (3.0). Prerequisites, JOMC 130 or JOMC 170. Critical understanding and application of quantitative and qualitative methods used in the strategic planning and evaluation of advertising and public relations campaigns.

296 [097] Individual Study (3.0). Permission of instructor. Section numbers vary per instructor. An individual readings and problems course to be directed by a faculty member in whose field of interest the subject matter lies.

333 [133] Video Communication for Public Relations and Marketing (3.0). Prerequisite, JOMC 130. Introduction to the use of video as a means of communication with a variety of an organization's publics, both internal and external.

340 [164] Introduction to Mass Communication Law (3.0). Introduction to press freedom and the First Amendment, including libel, privacy, access to information, free press-fair trial, advertising and broadcast regulation, journalistic privilege, and prior restraint.

342 [112] The Black Press and United States History (AFAM 412) (3.0). A chronological survey of the African-American press in the United States since 1827. Emphasis is on key people and issues during critical areas in the African-American experience.

344 [144] Censorship (3.0). Its history, conflicting philosophies and practice through politics, government, ethnicity, religion, pressure groups, the media, and the law, with emphasis on events and personalities.

349 [149] Introduction to Internet Issues and Concepts (3.0). Students develop an understanding of social, legal, political, and other issues related to and use of the Internet. Offered online.

376 [174] Sports Marketing and Advertising (3.0). Examines the range of promotional techniques being used in the modern sports industry. Topics include sponsorships, advertising, merchandising, and the effects of commercialization.

377 [117] Sports Communication (3.0). Prerequisite, permission of the instructor. Examination of organizations involved in the sports communication field, including publishing, team and league media relations, college sports information offices, broadcasting, and advertising.

394 [055] Mass Communication Practicum (3.0). Prerequisite, JOMC 153 and permission of instructor. Students work with area media and advertising and public relations firms and meet weekly for consultation and evaluation by the faculty adviser. Must be taken Pass-D-Fail only.

421 [121] Electronic Journalism (3.0). Prerequisites, JOMC 120, JOMC 121. Examination and application of in-depth broadcast news reporting techniques, especially investigative reporting, special events coverage, and the documentary.

422 [122] Producing Television News (3.0). Prerequisites, JOMC 120, JOMC 421 and permission of instructor. Students work under faculty guidance to produce “Carolina Week,” a television news program, and are responsible for all production tasks: producing, reporting, anchoring, directing, and graphics.

423 [123] Television News and Production Management (3.0). Prerequisite, permission of instructor. Students participate in a collaborative learning environment to hone skills learned in earlier courses and help less-experienced students acclimate to the broadcast news experience within the school. By invitation only.

424 [124] Electronic Media Regulation and Policy (3.0). Survey of the history of communication technology from the telegraph to the Internet with an emphasis on the regulatory framework that surrounded each medium and policy implications for the future.

425 [490] Voice and Diction (3.0 ). Prerequisites, JOMC 120 and JOMC 121. Designed to help students learn how to look and sound like professional broadcast journalists. Students master such vocal basics as breathing, phonation and articulation as well as develop and practice delivery skills needed for effective on-air news reporting, interviewing and anchoring.

426 [491] Producing Radio (3.0). Prerequisite, permission of the instructor and preferred that students have had JOMC 121. Students work under faculty guidance to produce "Carolina Connection," a weekly 30-minute radio news program and are responsible for all production tasks: producing, reporting, anchoring and editing.

427 [491] Studio Production (3.0). Prerequisite, JOMC 120 or permission of the instructor. A project-based, hands-on studio production course that polishes field production skills and applies these skills to the studio. Focus is placed on directing for local news, although students get experience with other types of productions.

428 [490] History of Broadcasting (3.0). Study of the development of broadcast journalism, broadcast coverage of major historical events, events that became major because of broadcast media coverage, and influential figures in broadcasting.

431 [131] Case Studies in Public Relations (3.0). Prerequisite, JOMC 130. Analysis of public relations practices, including planning, communication and evaluation exercises, and management responsibilities.

434 [134] Public Relations Campaigns (3.0). Prerequisite, JOMC 431 or JOMC 232. Capstone course that builds on concepts and skills from earlier courses. Students use formal and informal research methods to develop a strategic plan, including evaluation strategies, for a client.

441 [111] Minorities and Communication (3.0). An examination of racial stereotypes and minority portrayals in United States culture and communication. Emphasis is on the portrayal of Native Americans, African
Americans, Hispanics, and Asian Americans in the mass media.

442 [115] Women and Mass Communication (WMST 415) (3.0). An examination of women as media producers, subjects, and audiences with a focus on current practices and possibilities for change.

445 [145] Process and Effects of Mass Communication (3.0). Mass communication as a social process, incorporating literature from journalism, social psychology, sociology, political science, and history. To acquaint students with factors in message construction, dissemination, and reception by audiences.

446 [146] International Communication and Comparative Journalism (3.0). Development of international communication; the flow of news and international propaganda; the role of communication in international relations; communication in the developing nations; comparison of press systems.

448 [160] Freedom of Expression in the United States (3.0). An examination of the development of freedom of expression in the United States within the context of the nation's history.

450 [153] Business and the Media (3.0). Role of media in U.S. society and effect on public perception of business. Relationship of business press and corporate America. Current issues in business journalism.

451 [151] Economics Reporting (3.0). Prerequisite, JOMC 153. Coverage of Wall Street and the economy, including stocks, bonds, and economic indicators. Reporting on the Federal Reserve, labor, consumer sector, manufacturing and inflation, and certain industries.

452 [152] Business Reporting (3.0). Prerequisite, JOMC 153. Methods and tactics of covering businesses for mass communication. Why and how companies operate and how to write stories about corporate news from public records and other sources.

453 [154] Advanced Reporting (3.0). Prerequisites, JOMC 153 and JOMC 253. Rigorous, in-depth instruction and critiques of students' news and feature assignments done with different reporting methodologies: interviewing, official records, direct and participant observation, and survey research (the Carolina Poll).

456 [156] Magazine Writing and Editing (3.0). Prerequisites, JOMC 153 and 256. Instruction and practice in planning, writing, and editing copy for magazines.

457 [157] Advanced Editing (3.0). Prerequisite, JOMC 157. Concentration on the editing and display of complex news and feature stories and other print media content with a significant emphasis on newspaper design and graphics.

458 [158] Southern Politics: Critical Thinking and Writing (3.0). News analysis with special attention to states of the American South and especially to elections. Social and economic trends, as well as politics and government, serve as raw material for interpretive journalism.

459 [159] Community Journalism (3.0). Prerequisite, JOMC 153. Comprehensive study of the community press, including policies, procedures, and issues surrounding the production of smaller newspapers within the context of the community in its social and civic setting.

471 [176] Advanced Advertising Copywriting (3.0). Prerequisites, JOMC 271 and permission of instructor. Rigorous, in-depth instruction and critiques of student advertising writing.

473 [173] Advertising Campaigns (3.0). Prerequisite, JOMC 271 or JOMC 272. Planning and executing advertising campaigns; types and methods of advertising research; the economic function of advertising in society.

475 [175] Concepts of Marketing (3.0). Designed for students anticipating careers in advertising, public relations, or related areas, this course teaches the vocabulary and basic concepts of marketing as it will be practiced, emphasizing the role of mass communication.

476 [118] Ethical Issues and Sports Communication (3.0). Prerequisite, permission of the instructor. Ethical dilemmas and decisions in the commercialization and coverage of sports, including the influence of television, pressure to change traditions and standards for monetary reasons, and negative influences on athletes.

478 [178] Media Marketing (3.0). Prerequisite, JOMC 170 or equivalent. Principles and practices of retail advertising in all media, with emphasis on selling, writing, and layout of retail advertising for the print media.

480 [180] Advanced Photojournalism (3.0). Prerequisite, JOMC 180 and JOMC 153, or take JOMC 153 concurrently, and permission of the instructor. Advanced course in black and white photojournalism concentrating on thenewspaper and magazine picture story, advanced camera and darkroom techniques, and picture editing.

481 [181] Documentary Photojournalism (3.0). Prerequisite, JOMC 480 and permission of instructor. Students will study and produce work onthe social documentary tradition of photojournalism.

482 [185/485] Newspaper Design (3.0). Prerequisites, JOMC 182 and JOMC 153, or take JOMC 153 concurrently, and permission of instructor. Detailed study and application of graphic design techniques in newspapers. Major topics include inside page design, front page design, feature page design and the redesign process.

483 [486] Magazine Design (3.0). Prerequisites, JOMC 182 and JOMC 153, or take JOMC 153 concurrently, and permission of instructor. Detailed study and application of graphic design techniques in magazines. This class combines design students with teams from JOMC 456, “Magazine Writing and Editing,” to produce completed magazines. Major topics include working with editors and magazine design fundamentals.

484 [187/487] Information Graphics (3.0). Prerequisite, JOMC 182 and permission of instructor. Detailed study and application of graphic design and information-gathering techniques to creating charts, tables, diagrams, icons, and maps. Practice with visually presenting information with clarity and originality.

490 [191] Special Topics in Mass Communication (1.0-3.0). Small classes on various aspects of journalism-mass communication with subjects and instructors varying each semester. When the course is 3 hours and has no restrictions, it can satisfy a conceptual requirement.

491 [192] Special Skills in Mass Communication (1.0-3.0). Check course details for prerequisites on each section. Courses on various skills in journalism-mass communication with subjects and instructors varying each semester. This course satisfies a skills- or craft-course requirement.

560 [195/460] Medical Journalism (HBHE 660, HPAA 550) (3.0). Prerequisite, JOMC 153 or permission of the instructor. Prepares students to work as medical journalists for a variety of media, including print, broadcast, and the Internet. The course emphasizes writing skills and interpreting medical information for consumers.

561 [196/461] Medical Reporting for the Electronic Media (HBHE 661, HPAA 551) (3.0). Conceiving, scripting, reporting, producing, and editing medical stories for electronic media, especially television. Students work in teams to produce projects for professional media outlets.

562 [197/462] Science Documentary (HBHE 662, HPAA 552) (3.0). Television students learn skills needed to produce a science documentary for broadcast on television, including research and script writing.

581 [188/488] Multimedia Design (3.0). Prerequisite, permission of instructor. Introduction to five basic areas of excellent multimedia design through examination of the latest research, design theory and industry projects. Class consists of lectures, critiques, discussion and hands-on storyboard creation. Knowledge of a graphic design, layout or animation program such as Freehand, Illustrator, Photoshop, InDesign, Quark or Flash is a prerequisite.

582 [188/488] Interactive Multimedia Narratives (3.0). Prerequisites, JOMC 187 and permission of instructor. Issues and applications in cybercasting and cyberpublishing. Class will create and cyberpublish and cybercast projects on the Internet while exploring the effective use of Internet technologies and current issues.

583 [189/489] Multimedia Programming and Production (3.0). Prerequisites, JOMC 187 and permission of instructor. Advanced course in which students blend a variety of story-telling media into journalistic multimedia products. Students design and produce projects combining photography, audio, video, type, and informational graphics.

584 [192/491] Documentary Multimedia Storytelling (3.0). Prerequisites, Any one of the following: JOMC 480, 484, 582 or 583 and permission of instructor. Open to students who have completed an advanced multimedia, photojournalism or electronic communication course and have permission of the instructor. Students will design, produce and program a major documentary multimedia web site under the direction of a team of professors and practitioners. Sites and projects change each semester. Classes often involve travel and an additional fee.

585 [192/491] 3D Design Studio (3.0). Prerequisites, JOMC 182 and JOMC 187 and permission of the instructor. Introduction to the use of 3D tools for journalistic presentation: modeling, texturing, lighting, rendering and animation. Students will study the use of 3D in print and online media and learn to design and create 3D infographics for multimedia storytelling applications.

602 [102] Mass Communication Education in the Secondary School (3.0). Prerequisite, graduate standing. Readings, discussion, and projects fostering excellence in teaching journalism-mass communication in the high school, from philosophy and practice to professional skills.

603 [103] Mass Communication Law in the Secondary School (3.0). Prerequisite, graduate standing. Application of First Amendment speech and press freedoms to secondary school media, including libel, privacy, access to information, journalistic privilege, prior restraint, advertising and broadcast regulations, and ethical practices.

604 [104] Mass Communication Writing and Editing in the Secondary School (3.0). Prerequisite, graduate standing. High school journalism teachers and advisers learn to teach the skills journalists need to communicate. Emphasis on writing and thinking skills necessary to convert information into clear messages.

605 [105] Design and Production of Secondary School Publications (3.0). Prerequisite, graduate standing. High school journalism teachers and advisers learn to teach the skills journalists need to produce publications. Designed for persons with no background in design. Degree-seeking students may not use both JOMC 185 and JOMC 605 to complete degree requirements.

670 [193] Special Topics in Advertising (1.0-3.0). Courses on special topics in advertising with subjects and instructors varying each semester.

691 [098] Introductory Honors Course (3.0). Permission of instructor. Required of all students reading for honors in journalism.

692 [099] Honors Essay (3.0). Permission of instructor. Required of all students reading for honors in journalism.

Read more On "School of Journalism and Mass Communication for the University of Chapel Hill"

Medill School of Journalism Curriculum

The undergraduate program is for students who want to report, write and edit news and information relevant to individuals and society in a cross-platform environment. It focuses on the essentials of news and information gathering, critical thinking, writing, editing and presentation in multimedia, with opportunity for depth of study in specific subjects and techniques. Students also take classes on the trends, history, law and ethics of journalism.

Medill students also receive a strong liberal arts education. Since journalists need a strong foundation subjects at least 70 percent to 75 percent of their classes are in the humanties, social sciences, arts and natural sciences. A portion of these classes must focus on diverse cultures and the world beyond the United States.

Read more On "Medill School of Journalism Curriculum"

USC's Annenberg School of Journalism Curriculum

Courses of Instruction

Journalism (JOUR)

The terms indicated are expected but are not guaranteed. For the courses offered during any given term, consult the Schedule of Classes.

090x Internships in the Media (1, max 8) Intensive experience in the news and other media. Minimum time requirement; enables students to acquire skills and knowledge that cannot be gained in the classroom. Graded CR/NC. Open to journalism majors only. Not available for degree credit.

190 Introduction to Journalism (2, Fa) Survey of all media and outlets including print, broadcasting, public relations and online journalism, plus analysis of what it means to be a professional journalist.

201 History of News in Modern America (4, FaSp) Understanding news today. A survey of how news is gathered, weighed, and disseminated and how historical events have shaped news in the 20th century.

202 Newswriting: Print (3, Fa) Introduction to basic skills of print newswriting, news judgment, construction of print news stories. Social responsibility and ethical framework for print journalists. Typing ability required. Concurrent enrollment: JOUR 203.

203 Newswriting: Broadcast (3, Fa) Introduction to broadcast newswriting with emphasis on the ear and eye. News judgment. Social responsibility and ethical framework for broadcast journalists. Typing ability required. Concurrent enrollment: JOUR 202.

204 Newswriting: Online (2, Fa) Introduction to online newswriting with emphasis on context and relationship of topics to the story. Social responsibility and ethical framework for online journalists. Typing ability required.

210x Basics of Broadcast Newsroom Production for Non-Majors Only (2, max 4, FaSp) Introduction to broadcast newsroom production; preparation and treatment of form and content; procedures, problems, ethics, and practice in planning and producing a nightly newscast. Open to non-journalism majors only. Not available for degree credit to journalism majors. Graded CR/NC.

302 Reporting: Print (3, Sp) Introduction to basic reporting techniques, public records reporting and beginning investigative journalism. Social responsibility and ethical framework for print journalists. Prerequisite: JOUR 202, JOUR 203; concurrent enrollment: JOUR 303.

303 Reporting: Broadcast (3, Sp) Introduction to field reporting, audio and visual media. Social responsibility and ethical framework for broadcast journalists. Prerequisite: JOUR 202, JOUR 203; concurrent enrollment: JOUR 302.

304 Reporting: Online (2, Sp) Introduction to computer assisted reporting, precision reporting including statistics. Social responsibility and ethical framework for online journalists. Prerequisite: JOUR 202, JOUR 203, JOUR 204.

306 Production: Broadcast (3, Fa) Studio and field production for audio and visual media. Social responsibility and ethical framework involving broadcast non-fiction production. Prerequisite: JOUR 302, JOUR 303.

308 Newspaper Editing and Design (3, Fa) Copyediting and newspaper production layout. Headline and caption writing. Design. Social responsibility and ethical framework involving print production. Prerequisite: JOUR 302, JOUR 303.

309 Introduction to Online Media (3, FaSp) Convergence journalism and online skill sets. Blogs and Web content production. Social responsibility and ethical framework in digital information technology. Prerequisite: JOUR 302, JOUR 303.

310 Investigative Reporting (4, FaSp) Reportorial and analytical skills and techniques required for portraying and evaluating contemporary newsworthy events; lectures, discussions. Prerequisite: JOUR 302, JOUR 303.

330 Photojournalism (4, Fa) Emphasis on fundamental skills necessary for photojournalism including camera techniques, story ideas and digital darkroom.

340 Introduction to Advertising (4, FaSp) History and development of advertising; basic advertising campaigns showing relationships of marketing, creative, print and electronic media.

341 Advertising Copywriting (4, Fa) Writing and editing for advertising and commercial copy for all media. Prerequisite: JOUR 340.

342 Advertising Media and Analysis (4, Fa) Selling, planning, buying for the media; advertising’s relationship to society and business; media choice. Prerequisite: JOUR 340.

343 Advertising Design and Production (4, Sp) Production of advertising materials; emphasis on the creation and design of advertising elements. Prerequisite: JOUR 340.

350 Principles of Public Relations (4, FaSp) Theories, processes, and techniques involved in planning and implementing programs designed to influence public opinion and behavior through socially responsible performance and mutually satisfactory communication.

351ab Public Relations Media (4-4, FaSp) Research, design, production, and writing public relations media; includes news releases, features, pamphlets, brochures, financial statements, management reports, scripts, scenarios, and publicity. Prerequisite: JOUR 202, JOUR 203, JOUR 350.

371 Censorship and the Law: From the Press to Cyberspace (4, Sp) The study of current and historical battles over the limits of free expression from press and public parks to television, movies, music and cyberspace.

373 The Ethics of Television Journalism (4, Fa) Ethical questions in television journalism; the application of these moral dilemmas to prepare students for dealing with similar issues in their lives.

375 The Image of the Journalist in Popular Culture (4, Fa) The impact of conflicting images of reporters in movies and television on the American public’s perception of newsgatherers in the 20th century. A decade-by-decade evaluation.

380 Sports, Business and Media in Today’s Society (4, Sp) An inside look at the symbiotic relationship of sports and the media -- from the interdependence of sports and media, to the coverage of sports in newspapers, magazines, radio and television. The economic and ethical issues involved, the conflicts of interest, the history and current status of sports coverage in American media today.

381 Entertainment, Business and Media in Today’s Society (4, Fa) An examination of the symbiotic relationship of the entertainment business and the media; press coverage of the entertainment industry; Hollywood’s relationship with news media.

390 Special Problems (1-4, Irregular) Supervised, individual studies. No more than one registration permitted. Enrollment by petition only.

400 Interpretive Writing (4, Sp) Weekly assignments in the shorter forms of newspaper and magazine writing: essays, reviews, editorials, opinion-page articles, profiles; analyses of major 20th century journalists. Prerequisite: JOUR 302, JOUR 303.

402 Advanced Television Reporting (4, FaSp) Role of the broadcast journalism reporter; similarities and differences between print and electronic media; application of audio-video equipment; analysis and practical experience. Prerequisite: JOUR 306.

403 Television News Production (4, FaSp) Production of television news programs; preparation and treatment of form and content; procedures, problems, and practice in planning and producing broadcast news materials. Prerequisite: JOUR 306.

405 Non-Fiction Television (4, Fa) Presentation and selection in non-fiction television programs including documentaries, electronic magazines and news series; ethical problems, field research, reporting, interviewing, pre-production. Prerequisite: JOUR 306.

406 Advanced Broadcasting Production (2, Sp) Advanced analysis, methods, and techniques of radio and television production; preparation and treatment of complex form and content; procedures, problem-solving, and practice. Prerequisite: JOUR 402.

407 Newsradio (4, Sp) Production of radio news: research, reporting, writing, preparation and treatment of form and content: procedures, problems and practice in producing radio news programs.

409 Radio News Production (4, Fa) Reporting for public radio news: writing newsgathering, editing, vocal delivery. Study of standards, content and ethics. Prerequisite: JOUR 202, JOUR 203.

410 Radio Documentary (4, Sp) In-depth reporting for public radio news: writing, editing, advanced vocal delivery. Production of long-form radio features and short documentaries. Prerequisite: JOUR 409.

412 Introduction to Online Publishing (4) Introduction to the methods, theory and production of news publishing on the World Wide Web including basic HTML, graphics production and news design. (Duplicates credit in JOUR 413.)

413 Introduction to Online Journalism (4) An introduction to the methods and theory of news publishing on the World Wide Web, with an emphasis on journalism skills and techniques. (Duplicates credit in JOUR 412.) Prerequisite: ITP 105x or ITP 101x.

415 Design and Graphics in Online Publishing (2) Focuses on the process of creating images and graphics, essential elements for online publishing sites, and crafting successful Web-based layouts. Prerequisite: JOUR 412 or JOUR 413 or COMM 321.

418 Multimedia Content in Online Publishing (2) Focuses on integrating interactive content into online news stories. Updates journalism techniques and skills for Web journalism. Prerequisite: JOUR 412 or JOUR 413 or ITP 413x; recommended preparation: ITP 411x.

420 Advanced Photojournalism (4, Sp) Emphasis on advanced photojournalism techniques for complex photo storytelling; focus on style, content, design, expression and ethics. Prerequisite: JOUR 330.

421 Photo Editing for News Media (4, Fa) Emphasis on understanding, selection and power of photographs; how they work in concert with words and graphics to inform the public.

425 Advanced Radio News Production (4, Sp) Production of public radio news: producing real-time newscasts for Annenberg Radio News. Newsgathering, assigning stories, anchoring, interviewing, working with reporters, editing and producing live programming. Prerequisite: JOUR 409.

430 Writing the Film Review (4, Sp) Techniques of writing the film review; preparation and treatment of form and content; problems, responsibilities and ethics of film reviewing. Prerequisite: JOUR 302, JOUR 303.

431 Feature Writing (4, Sp) Techniques of writing newspaper feature stories, including the profile, the light feature, the news feature, the in-depth story; the art of narrative writing. Prerequisite: JOUR 302, JOUR 303.

435 Writing Magazine Non-Fiction (4, FaSp) A seminar in “how to” interview, research, write -- and place -- professional quality articles for a full range of magazines/newspapers including women’s, sports, ethnic, local and national. Prerequisite: JOUR 302, JOUR 303.

436 Magazine Production (4) Publishing and production technologies; economics of magazine publishing including cost analysis, marketing, advertising, and circulation. Prerequisite: JOUR 302, JOUR 303.

438 Editing Magazine Non-Fiction (4, Fa) Editing magazine non-fiction; defining audiences; editorial functions from assigning stories to creating page layouts. Prerequisite: JOUR 302, JOUR 303.

440 Environmental Journalism (4, Fa) Techniques of reporting and writing about the environment. Includes both theory and practice needed for reporters specializing in this area of journalism. Prerequisite: JOUR 302, JOUR 303.

441 Sports Reporting (2, Sp) News and feature coverage of sporting events, including social and economic factors influencing sports in America. Prerequisite: JOUR 302, JOUR 303.

442 Advanced Reporting in Spanish (4, Sp) Coverage of news trends and events in Spanish, including spot news, profiles, features, essays, backgrounders, and analysis of media. Conducted in Spanish. Prerequisite: JOUR 302, JOUR 303.

443 Business Reporting (2, Fa) Techniques of reporting and writing about business, economics and finance. Prerequisite: JOUR 302, JOUR 303.

444 Reporting on Religion (4, Fa) Provides print, online and broadcast journalists with basic tools for reporting on the religion angle of news stories. Prerequisite: JOUR 302, JOUR 303.

446 Entertainment Reporting (2, Sp) Techniques of reporting and writing about the entertainment business, economics and finances. Analysis of the skills and background needed for reporters specializing in this area of the news. Prerequisite: JOUR 302, JOUR 303.

447 Arts Reporting (2, Fa) Techniques of reporting and writing about the arts, including television, film, theatre, music, graphic arts, architecture and design. Prerequisite: JOUR 302, JOUR 303.

448 Government and Public Affairs Reporting (4, FaSp) Techniques for covering beats that are the foundation of daily newspaper reporting, including crime, education, immigration and local government. Prerequisite: JOUR 302, JOUR 303.

449 Reporting Los Angeles (2) Specialized reporting class focused on Los Angeles that requires intensive field work in the neighborhoods, ethnic communities and among local institutions such as City Council, hospitals, police departments, social work agencies, etc. Prerequisite: JOUR 302, JOUR 303.

450 Advanced Public Relations (4, Sp) Application of principles and methods to intensive analysis of public relations problems, decision-making, programming, and evaluation in simulated staff and agency organization. Prerequisite: JOUR 351b, JOUR 463.

451 Promotional Public Relations (4, Sp) Principles and practices of public relations as a basic component in the promotion and marketing of goods and services; regulatory considerations; consumerism. Prerequisite: JOUR 350.

452 Public Relations in Entertainment (4, Fa) Public relations in the design, promotion, and presentation of popular entertainment, including films, broadcasting, music, expositions, amusement parks, resorts and arenas.

454 Sports Public Relations (2, Sp) Introduction to the field of sports information and promotion, including lectures, media assignments, role-playing, and presentations by sports professionals. Junior standing.

455 Public Relations for Non-Profit Organizations (4, Fa) Introduction to the specialized field of public relations for non-profit and non-governmental organizations; emphasis on case studies, strategic and critical thinking, and campaign development. Prerequisite: JOUR 350.

456 Public Relations for Diverse Audiences (4, Fa) Researching, planning, executing and evaluating communications campaigns aimed at audiences segmented by culture, lifestyle and other factors. Prerequisite: JOUR 350.

457 The Role of Celebrity in Public Relations (4, Sp) Understanding of the history and application of celebrity in public relations, focusing on the entertainment industry and the notoriety attached to politics and the media.

458 Public Relations in Politics and Political Campaigns (4, Sp) Application of public relations principles to the context of political campaigns; emphasis on message development and delivery; relationship between candidate, news media, and electorate.

459 Fact and Fiction: From Journalism to the Docudrama (4) Historical, legal and ethical limitations to the misrepresentation of fact. Includes print and broadcast journalism, books, theatre, cinema and new technology.

460 Social Responsibility of the News Media (4, Fa) News media as instruments of constructive social change; standards of ethics and aesthetics; interactions between news media and cultural settings; social responsibility of news media personnel.

461 Literature of Journalism (4) Survey of journalistic careers and times; the influence of editing and reporting on such American writers as Whitman, Twain, Cather, Crane, Runyon, Lardner, and Hemingway.

462 Law of Mass Communication (4, FaSp) Press law; government controls on the news media; legal responsibilities of the journalist.

463 Research and Analysis (4, Fa) Use of social science research techniques in contemporary reporting and public affairs, including both interpretation and reporting of existing data and conducting of surveys. Prerequisite: JOUR 351a.

466 People of Color and the News Media (4, Sp) Reporting and portrayal of people of color in the United States; impact of racial diversity on media, employment and access, and development of media for individuals and communities of color. Open to non-majors.

467 Gender and the News Media (4, Sp) Gender and news media evolving images of women and men in print and electronic media. Impact of gender in content and style of news, television and cinema. Open to non-majors.

468m The American Press and Issues of Sexual Diversity (4, Fa) Examines how news media reflect and affect perception of gay/lesbian issues; provides historical-contemporary context; arms students to bypass rhetoric and knowledgeably evaluate facts.

470 Community Journalism (2, FaSp) Analyses of ethnic and community issues in community journalism. Students work with local youth to write, edit and design school newspapers and other media. Prerequisite: JOUR 302, JOUR 303.

471 Newsroom Management (2) Survey of the business environment and problems confronting media companies; resource requirements and the managerial functions necessary to present the news.

474 Interviewing and Profile Writing (2, Sp) Techniques of, and intensive application in researching and writing interviews and profiles for newspapers and magazines. Prerequisite: JOUR 302, JOUR 303.

475 Publications Design and Technology (4, FaSp) Art, typography, and other graphic elements in publication design; traditional, contemporary, and advanced production methods, processes, and equipment; representative examples; practice in design.

480 The News Media and World Affairs (4) News media systems of major countries representing free, controlled, and totalitarian types; international communication agencies serving the news media; censorship and propaganda.

481 Washington Reporting (4) Techniques of covering news in the nation’s capital; intensive field work offering a better understanding of how journalism is practiced in Washington, D.C.

482 Comparative Media in Europe (4, Sm) Examines print, broadcast and public relations media and their interactive roles in multi-national and supra-national settings at sites in both Western and Eastern Europe. Recommended preparation: JOUR 350.

483 Negotiating and Reporting Global Change (4) Examines 12 recent history-shaping decisions, negotiations and outcomes; considers how these decisions were reached, reported, positioned publicly and interpreted in retrospect.

490x Directed Research (2-8, max 8, FaSpSm) Individual research and readings. Not available for graduate credit. Prerequisite: departmental approval.

498 Honors Seminar (2, Sp) Intensive study of a subject of contemporary relevance or of professional importance to journalists. Prerequisite: admission to Honors Program.

499 Special Topics (2-4, max 8, FaSpSm) Selected topics in journalism.

500 Media and Society (3, FaSp) Analysis of major theories on the role of communication media and society with special emphasis on the role and responsibility of the news media.

501 Newswriting: Print, Broadcast, Online (3, Fa) Basic newswriting and news judgment in print, broadcast and online journalism. Social responsibility and ethical framework for new media journalists. Typing ability required.

502 Production: Print, Broadcast, Online (3, Sp) Basic broadcast studio and field production, copyediting and newspaper production, database creation and management, online production. Social responsibility and ethical framework involving new media production.

503 Reporting: Print, Broadcast, Online (3, Sp) Basic print reporting techniques, broadcast field reporting, computer assisted reporting and statistics. Social responsibility and ethical framework for new media journalists.

504 Public Relations Research and Evaluation (3, Fa) Covers the use of primary psychographic and demographic research, pre- and post-campaign testing, and other highly quantifiable research techniques in program development and evaluation.

505 American Media History Seminar (3, FaSp) A seminar surveying the history of the news media in the United States, and their sociopolitical impact, with emphasis on the 20th century.

506 Print Journalism (3) Exploration of all media skills: writing, editing, reporting, research, law, history, and production.

507 Broadcast Journalism (3) Special emphasis on skills necessary for broadcast training, including writing, editing, reporting, research, law, history, and production.

508 Introduction to Strategic Public Relations (3, Fa) A survey of the profession, focusing on the key role of strategic public relations in today’s information-based society; provides a social, economic and political context for the program.

509 Computer-Assisted Research and Reporting (3) Introduction to the theories and strategies of information gathering for the mass media campaign development with an emphasis on the use of the Internet and the World Wide Web.

510 Legal, Ethical and Social Foundations of Public Relations (3, FaSp) Explores the origins, effects of, and processes for adhering to the complex network of legal, ethical and social responsibilities of the contemporary PR practitioner.

511 Editing and Design (3) A survey of newsroom management and the editorial process, from story idea to print, with emphasis on layout and contemporary newspaper design.

512 Advanced Interpretive Writing (3) Analysis and writing of editorials, essays, Op-Ed page articles, profiles, and other shorter forms of journalism, combined with study of historic practitioners of those forms.

513 Advanced Newswriting and Reporting (3, Sp) Reportorial and analytical skills and techniques required in searching out and evaluating newsworthy events. Research and publication of stories.

515 Advanced Computer-Assisted Reporting (3) Explore techniques useful in discovering, gathering, organizing, verifying, and evaluating knowledge in the context of news reporting. Prerequisite: JOUR 503 or JOUR 506.

517 Advanced Investigative Reporting (3, FaSp) Advanced reportorial and analytical skills and techniques required for evaluating newsworthy events. Group research and publication of stories on important current topics.

519 Advanced Magazine Writing (3, Sp) Reporting and preparation of articles for publication; analysis of magazine non-fiction markets; research and writing, techniques, and analysis of magazine markets.

520 Advanced Broadcast Newswriting (3, Sp) Writing for broadcast, preparation and presentation. Responsibility and ethics of broadcast newswriting. Form and content of broadcast news presentation. Similarities and differences between media.

521 Broadcast Documentary (3, Fa) Pre-production of the television documentary; ethical problems, research, reporting, interviewing, writing, legal issues, economics, aesthetics. Problems of balanced presentation, selection of topics.

522 Advanced Broadcast Documentary Production (3) Seminar in production of the documentary; techniques, aesthetics, economics, legal issues, production problems, research, execution.

524 Advanced Broadcast Reporting (3) Reporting and writing broadcast news; analysis and practical experience; role of the broadcast journalism reporter; similarities and differences between media; application of audio-visual equipment.

526 Advanced Broadcast News Production (3, Fa) Production of television news programs; preparation and treatment of form and content; procedures, problems and practice in planning and producing broadcast news materials.

530 Strategic Public Relations Management (3, Sp) An analytical, case study-based approach to strategic campaign planning, management and execution, with heavy emphasis on problem solving and the role of research.

532 International Public Relations (3, Sm) Public information policies and practices of national and supranational government units and national and multinational corporations involved in international relations.

534 Case Studies in Public Relations (3, FaSp) Analysis of landmark and contemporary public relations cases; evaluation of current literature, programs, and professional personnel; identification of emerging issues.

535 Specialized Writing for Public Relations (3, Fa) Intensive focus on the specialized writing requirements of online, broadcast, print and other public relations media; includes content analysis of strategic public relations materials.

536 Public Relations Media Strategies (3, FaSp) Creation and execution of strategic public relations media plans based on organizational goals, audience analysis, and media characteristics.

540 International Journalism Seminar I (3, Sp) Historical perspective of foreign correspondence; examination of the working conditions, problems and consequences of reporting from abroad.

541 International Journalism Seminar II (3) Overview of significant issues that will confront journalists reporting about or analyzing the Third World.

542 Foreign Reporting (3, Sm) News stories analyzed, researched, and critiqued for validity and background; projects to include editorials, news stories, magazine articles or broadcast reports.

543 Field Study (3, Sm) Study of contemporary institutions in selected regions of the world. Graded CR/NC.

544 Journalism and Society in South Africa (3) The history, culture and journalism of South Africa as preparation for May-June internships at Cape Town. News media and reporting trips throughout South Africa. Preference to master’s in international journalism students.

550 Introduction to Online Publishing (3) Methods, theory and publishing of online news; HTML skills, graphics production and design theory.

551 Intermediate Online Publishing (3, Fa) Advanced concepts in online publishing; focus on databases, editing, scripting and authoring applications for news Web sites. Prerequisite: JOUR 502 or JOUR 550.

555 Multimedia and Graphics in Online Publishing (3, Sp) Focuses on the process of creating multimedia, images and graphics for news storytelling on the Web; integration of interactive content, animation and video. Prerequisite: JOUR 551.

556 Online Journalism Seminar (3, Sp) Writing and reporting for the Internet and other technology platforms; computer-assisted reporting; multimedia storytelling. Prerequisite: JOUR 551.

560 Seminar in Mass Communication Law (3, FaSpSm) Analysis of major elements of mass communication law, legal issues in contemporary mass communication, and the impact of legal trends on professional journalists.

562 Public Affairs and Political Communication (2, Sp) Developing and managing political and issue-oriented campaigns; includes executive, legislative and regulatory relations at all levels of government, as well as constituency building.

563 Promotional and Product Public Relations (3, Fa) Planning, managing and evaluating integrated communications campaigns utilizing public relations strategies in concert with advertising and other marketing disciplines; emphasis on research, case studies and campaign development.

564 Crisis Management (2) The development, management and analysis of strategic crisis management programs; includes in-depth study of several timely cases presented by outside experts.

565 Corporate Public Relations and Reputation (3, Fa) Planning, managing and evaluating strategic public relations campaigns to effectively communicate with the investor community, regulators and related constituencies regarding the financial performance and reputation of the business entity and its management.

566 Public Relations for Multicultural and Niche Audiences (2) Developing, managing and evaluating campaigns designed to reach audiences segmented by culture, lifestyle and other factors.

567 Internet and High Technology Public Relations (3) Using the Internet as a strategic tool in the development and implementation of public relations campaigns for technology-based and other enterprises.

568 Critical Thinking and Crisis Management (3, FaSp) Introduction to the concept of critical thinking and its practical application to a variety of public relations challenges and opportunities; emphasis on formulating and evaluating problems from multiple perspectives.

569 Ethics in Public Relations (3) Application of public relations principles to ethical conduct in a business, government agency, non-profit organization or consulting entity; emphasis on applicable cases and dialogue.

575 Advocacy and Social Change in Entertainment and the Media (4, Fa) (Enroll in COMM 575)

576 The Image of the Journalist in Popular Culture Seminar (3, Sp) Study and analysis of the conflicting images of the journalist in popular culture and its impact on the public’s perception of the media and newsgatherers.

583 Managing Communication in the Entertainment Industry (4, Fa) (Enroll in CMGT 543)

587 Audience Analysis (4, Fa) (Enroll in CMGT 587)

590 Directed Research (1-12, FaSpSm) Research leading to the master’s degree. Maximum units which may be applied to the degree to be determined by the department. Graded CR/NC.

594abz Master’s Thesis (2-2-0, FaSpSm) Credit on acceptance of thesis. Graded IP/CR/NC.

599 Special Topics (2-4, max 8, FaSpSm) Seminar in selected topics in journalism.

Read more On "USC's Annenberg School of Journalism Curriculum"

Pepperdine Journalism Curriculum

This is our starting out point. This is the curriculum for Pepperdine journalism majors.

Communication Core Requirements - 12 Units

COM 200	Communication Theory (3)
COM 300	Introduction to Communication Research (3)
COM 301	Message Creation and Effects (3)
COM 400	Communication Ethics (3)

Bachelor of Arts in Journalism - 28 Units

JOUR 241	Introduction to Journalism (4)
JOUR 325	Publication Editing and Design (4)
JOUR 345	Reporting and Editing (4)
JOUR 463	Feature Article Writing (4)
JOUR 469	Critical and Editorial Writing (4)
JOUR 561	Public Affairs Reporting (4)
JOUR 595	Journalism Internship (1)
MSCO 570	Mass Communication Law (4)

Outside Concentration: 3 upper division courses (9 to 12 units)
(must be in an area outside of mass communication).

Course Descriptions: Journalism

*COM 200. Communication Theory (3)
Considers the process of theorizing in human communication, recognizing that theory building is commonly used sense-making behavior in all cultures. The study includes consideration of the nature and application of theorizing, how theories evolve and develop, and an examination of specific theories dealing with humans communicating. This is a core course required of all communication majors.

*COM 300. Introduction to Communication Research (3)
An examination of research methodologies used in the study of communication. Emphasis is placed on locating, reviewing, and evaluating research studies; the nature of inquiry in the human and social sciences; formulating research questions; designing studies; gathering and analyzing qualitative and quantitative data; and writing research reports. Exemplars of research are drawn from all areas of communication scholarship. This is a core course required of all communication majors. Prerequisite: COM 200 and one of the following: COM 220, JOUR 241, or TC 270. (WI, RM, PS)

*COM 301. Message Creation and Effects (3)
Fundamental to this course is the concept that everyone constructs and receives messages designed to affect behavior. Thus, this class examines the process of influencing and being influenced. It extends across the communication spectrum from interpersonal, to direct speaker-audience, to mass media, including new technologies. The course examines strategies involved in persuasive discourse, including being able to structure oral, written, and visual messages. This is a core course required of all communication majors. Prerequisite: COM 200 and one of the following: COM 220, JOUR 241, or TC 270.

COM 400. Communication Ethics (3)
This course examines different ethical approaches to communicating. Students will investigate motives for choice-making among what may appear to be equally compelling or attractive choices. The assumption of responsibility for communication choices by communicators will highlight class assignments. This is a core course required of all communication majors. Prerequisites: COM 300 and COM 301.

*JOUR 241. Introduction to Journalism (4)
Introduces students to the basics of research, reporting and writing in a news style appropriate for print or broadcast media. The course will sketch the history and growth of theoretical and philosophical traditions including alternative journalism, in the United States. The students will be exposed to a variety of writing opportunities.

JOUR 251. Publications Production, Independent Study (1–2)
An independent study course designed to give the student a variety of journalism laboratory experiences, including special projects in newspaper, magazine, yearbook, news bureau, photography, and production activities. (A student may accumulate a maximum of two units in this course.) Prerequisite: COM 200 or consent of instructor. CR/NC grading only.

JOUR 325. Publication Design (4)
Principles and practice in publication design (newspapers, magazines, and online), headline and caption writing, photo editing, typography, and printed and online visual communication. Prerequisite: JOUR 241.

*JOUR 345. Reporting and Editing (4)
An introduction to the processes of news gathering, with special attention to the speech story, the handling of public meetings, and the conducting of interviews. Copy editing and proofreading, headline and caption writing, photo editing, topography, and page make-up will be included. Prerequisite: JOUR 241.

JOUR 351. Advanced Publications Production, Independent Study (1–2)
An independent study course, comparable in scope to JOUR 251, for upper division students. Special projects may include work in University publications and special journalism projects. (A student may accumulate a maximum of two units in this course.) Prerequisite: JOUR 241 or consent of instructor. CR/NC grading only.

JOUR 463. Feature Article Writing (4)
Research, writing, and marketing of feature-length articles and series for magazines and newspapers, including both general interest and specialized publications. Prerequisite: JOUR 345 for journalism majors or JOUR 241 for creative writing majors.

JOUR 469. Critical and Editorial Writing (4)
Theory and practice in writing for the opinion pages of newspapers, including editorials and columns, plus reviews of the arts. Each student is to write a series of opinion pieces which will be subjected to in-class critique. Prerequisite: JOUR 241 for journalism majors or COM 304 for creative writing majors.

JOUR 561. Public Affairs Reporting (3)
Advanced reporting of local government agencies, such as counties, cities, school districts, the courts, and other local public entities, with emphasis on both reporting techniques and the principles under which these agencies operate. Classroom and off-campus laboratory activity. Prerequisite: JOUR 345.

JOUR 595. Journalism Internship (1–4)
A supervised internship for journalism majors. Placement is with a newspaper or business in greater Los Angeles where the student will be expected to develop a regular schedule of on-duty hours each week, with frequent reporting to the instructor on campus. The student is expected to work a minimum of three hours per week off campus for each unit of credit. (A student may accumulate a maximum of four units in this course.) Prerequisites: completion of seventy-six units and consent of instructor. To be eligible for an internship, the applicant must meet standards established by the division. CR/NC grading only.

MSCO 570. Mass Communication Law (4)
Covers statutes, administrative regulations, and court judgments affecting freedom of information, censorship, libel, privacy, obscenity, legal access, and copyright questions; the implications for print, telecommunications, and advertising practitioners. Prerequisite: junior status.

An asterisk (*) denotes a course in which students must earn a minimum grade of "C-" before they can advance to subsequent courses.

Read more On "Pepperdine Journalism Curriculum"

How J-School Students See the Future

When it was released last fall, University of Georgia professor Lee Becker’s annual study of journalism graduates entering the job market contained some counterintuitive—if not downright surprising—news. Despite revenue and circulation problems, job cuts, and budget slashing in many newsrooms, 73% percent of 2005 print journalism graduates found full-time employment in their industry. That was the highest percentage in six years and a four-point increase over 2004.

Becker says those numbers make sense when you consider that most starting journalists are not looking for jobs at the big metro newspapers, the category that has been hit hardest by the industry’s financial ills. The more local and small-town newspapers, which have fared better, are offering recent grads their first jobs, he says.

That relatively rosy picture is, to a substantial degree, borne out by PEJ online interviews with 14 journalism and communication students from six schools.

Even as the students acknowledge that their chosen profession is in the throes of dramatic and uncertain change, they also project a pretty sturdy sense of optimism about their careers and the future of journalism. And despite the perception or theory that journalists are driven by a reformist desire to change the world, many of these students say they were motivated primarily by their love of writing. On the subject of journalism education, a majority of our sample say their hands-on experience at school papers or professional newsrooms was more beneficial than course work in preparing for a career.

To read more, visit http://www.journalism.org/node/5509.

Read more On "How J-School Students See the Future"

Graphic Survey

Members of the Graphic staff conducted a written survey at the beginning of the fall semester to learn about Pepperdine students' knowledge of the Online Graphic. The survey consisted of 11 questions focusing on students' perceptions of the Online Graphic, as well as content they are most interested in reading about. The following results portray the responses of about 35 students.

1. Did you know the Online Graphic has a Web site?
Yes: 20
No: 12

2. Have you ever visited the Online Graphic?
Yes: 13
No: 18

How frequently do you visit the Online Graphic?
0-5 times a week: 35
5-10 times a week: 0
10+ times a week: 0

3. How do you get your news about the Pepperdine community?
Wavenet and "word of mouth" accounted for most of the responses, followed by the printed Graphic and Facebook

4. What are your top three visited Web sites?
WaveNet, Facebook, Google and Yahoo represented the most responses.

5. Where do you typically visit the Online Graphic from?
A campus computer: 7
During class: 4
From home: 13
At work: 2

6. Please rate from 1 (most interested) to 10 (least interested) what content would you be most interested in reading online.
Breaking News and News Stories consistently gained the highest ratings. Other top raters included Pepperdine videos, Photo galleries, Polls, Features on students and Sports features.

7. Would you submit a cell phone photo of a campus event for the Online Graphic (i.e. Formal, Campus Retreat, Recruitment, Daily life)?
Yes: 13
No: 18

8. Do your parents want to know what is happening on campus?
Yes: 12
No: 21

9. Would you buy products online that were advertised on the Online Graphic?
Yes: 12
No: 21

10. Would you buy products at Malibu establishments that were advertised on the Online Graphic?
Yes: 21
No: 12

11. How much money a week do you typically spend in Malibu or the businesses surrounding Pepperdine?
The average response was $30, with the lowest response being $5 and the highest being $75.

Read more On "Graphic Survey"