Communications Theory

Code:

CC050

Acronym:

TCOM

Keywords
Classification	Keyword
OFICIAL	Communication Sciences

Instance: 2018/2019 - 1S

Active?	Yes
Responsible unit:	Department of Communication and Information Sciences
Course/CS Responsible:	Bachelor in Communication Sciences

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
CC	93	CC - Study Plan	1	-	6	46	162

Teaching language

Portuguese

Objectives

The primary aim of this subject is to familiarise students with the development of mass media theories. To that effect, we will first address the framework of the historical development of mass media, followed by some insights on some of the basic models of the media. The classical (contemporary) theories of mass media will also be addressed in class, as well as the impact of first generation media messages on society. Bearing in mind the intended training of students and the specific course areas, emphasis will be given to the new technologies, analysing the theories that emerged in the new media era. Particular focus will be placed on the structure and dynamics of the new participating media. In addition to encouraging a comprehensive understanding of the main models of mass and interactive media messages, this course unit aims also at fostering the critical spirit as regards the media, and at providing students with skills to develop independent research on the contents taught.

Learning outcomes and competences

Students should possess the following competences

Master the key theories of media

Apply theories of media to journalism

Master the history of communication media

Be able to distinguish the new media digital media from broadcast media

Working method

Presencial

Program

I. HISTORICAL BACKGROUND OF MASS MEDIA 1. The emergence of broadcasting. 1.1. The paths of the radio 1.1.1. The history of radio: from point-to-point services to broadcasting 1.1.2. The music audience and the lack of differentiation in space and time 1.2. The paths of television 1.2.1 The regulation of broadcasting media 2. The structure of mass media. 2.1. Star structures and the asymmetry receiver/transmitter II ELEMENTARY MODELS OF COMMUNICATION 1.The Shannon-Weaver model 1.1. Generalisation of the model for the mass media 2. Concept of feedback 3. The Gerbner model. 4. The Westley-Maclean and Newcomb models. Application to the mass media. 5. Semiotic models. 6. The criticism of mass media. The Frankfurt School. III THEORIES OF THE PRODUCTION PROCESS 1. Historical facts about journalism 2. Ownership and control of the media 2.1. Regulatory issues 3. Professional roles and concepts. 3.1. Certification issues 4. Media organisations and journalism practice 4.1. Personal influences 4.2. Gatekeeping 4.3. Organisational structures and routines IV THEORIES OF THE EFFECTS OF THE MEDIA 1. Initial effects 1.1Magic bullet 1.2 Hypodermic needle 2. Direct effects 3. Limited effects 3.1.Two-step model 3.2. Uses and gratifications 4. Cultural effects 4.1. Cultivation 4.2 establishing the agenda 4.3. Spiral of silence 5. Media and violence V. THEORIES OF AUDIENCES AND RECEPTION 1. Active audiences 2. Encoding and decoding 3. Reception analysis 4. Notion of audience in the new media VI. MEDIA CHANGES 1. Global village 2. Modernisation theory 3. Cultural or media imperialism 4. Globalisation 5. Information society 6. Tabloids 7. Public service and regulation VI NEW MEDIA 1. Evolution of the Internet 2. The idea of communication mediated by the computer 3. New media and networks 4. The structure of new media 4.1. The physical, logical and content level in the new media 4.2. Concept of positive feedback, network externalities and interactive media 4.3. Concept of participative media

Mandatory literature

António Machuco Rosa; A Comunicação e o Fim das Instituições

Teaching methods and learning activities

In the theory-practical classes, a combination of expository lessons, student participation and practical implementation of knowledge acquired by the students, ie. presentation of work according to the course programme. Tutorials are designed for the development of activities related to individual and group work that students must present over the semester.

Evaluation Type

Distributed evaluation with final exam

Assessment Components

Designation	Weight (%)
Exame	50,00
Teste	50,00
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Estudo autónomo	40,00
Total:	40,00

Eligibility for exams

1. Written test with 2. Preparation and presentation of research work on the topics suggested 3. Attendance (mandatory attendance of 75% of classes, unless established otherwise in FLUP Assessment Regulations) and active participation in classes.

Calculation formula of final grade

Written test – 50 % Group work – 50%  Approval in the writen text is necessary for the assesment

Special assessment (TE, DA, ...)

According to FLUP regulation

Classification improvement

According to FLUP regulation