Orientation to Media: History, Development, and Theories

Media Arts 101 or "Media: History, Development, and Theories" is a three-unit course that looks into the nature, history, technological developments, operations, and theories relating to the different media. The course provides students an opportunity to do an in-depth study of media principles and processes which will better equip them in the writing and production in the different media. The course serves as a prerequisite for higher Media Arts courses. Students taking this course must have taken Communication Arts 101 (Introduction to Communication Theories).

By the end of the semester, students would have a good grasp of the historical and technological development of the different media as well as be adept in the application of media theories through the reading and creation of media texts. Specifically, they should be able to:

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• Synthesize ideas gleaned from the study of the nature, history, technological development, operations, and theories relating to the different media
• Analyze cases involving issues in media practice
• Demonstrate their understanding of media history, technological development, operations, and theories in media application activities

While classified as a lecture course, students will also be involved in activities designed to generate ideas for further exploration and for the production of papers/projects. The course is designed following the flipped classroom and active learning approaches.

Thus, students are advised to come to class prepared for the scheduled activity (see course syllabus handout). Students must also refrain from missing classes; they may refer to the University's Student Manual regarding policies on absences and its corresponding penalties.

To prepare for discussions and exercises, students may refer to the following sources found at the University and College libraries or access other sources available on the Internet. Handouts of other readings will be provided prior to their discussion in class.

• Baran, S. J. (2004). Introduction to mass communication: Media literacy and culture. 3rd ed. Boston: McGraw Hill.
• Biagi, S. (2011). Media impact: An introduction to mass media. 10th ed. Boston, MA: Cengage Learning
• Coronel, S. S. (ed.). (1999). From Loren to Marimar: The Philippine media in the 1990s. Quezon City: Philippine Center for Investigative Journalism.
• Dominick, J. R. (2005). The dynamics of mass communication: Media in the digital age. 8th ed. New York: McGraw Hill.
• Fang, I. (1997). A history of mass communication: Six information revolutions. Boston: Focal Press.
• McLuhan, M. & Fiore, Q. (1967). ​The medium is the message: An inventory of effects. New York: Bantam Books.
• McQuail, D. (2000). McQuail's mass communication theory. 4th ed. Newbury Park, CA: Sage Publications.
• Patterson, P. & Wilkins, L. (1998). Media ethics: Issues and cases. 3rd ed. Boston: McGraw Hill.
• Teodoro, L. V. & de Jesus, M. Q. (eds.). (2001). Pamahayagan at midya, demokrasya, at kaunlaran sa Pilipinas. Quezon City: University of the Philippines Press.
• Tolentino, R. B. & others (eds.). (2014). Communication and media theories. Quezon City: University of the Philippines Press.
• Vivian, J. (1995). The media of mass communication. 3rd ed. Boston: Allyn and Bacon.

Students will be assessed through formative and summative evaluation activities. However, only summative activities will be given numerical grades. Summative activities will include reflection papers, examinations, and the final term paper. For the final term paper, students should show their ability to apply the appropriate media concept, principle or theory in comprehensive analysis of their chosen media texts.

Work for summative assessment activities submitted beyond the deadline will be marked one grade level down for each calendar date it is late. Output suspected of plagiarism will be returned to students for revision, and the rule for late submission will apply for works revised due to suspected plagiarism. Repeated offenses for plagiarism will result in, depending on the gravity of the case: (1) a failing mark for the activity, (2) a failing mark for the course or (3) possible suspension of students concerned (University policies will apply for the latter case). Other forms of intellectual dishonesty like cheating during examinations will not be tolerated.

Students' performance in summative assessment activities will be evaluated according to the rubric for specific activities (to be provided prior to the particular activity). Students' ratings will be computed according to the corresponding percentages for the final grade: reflection papers (30%), examinations (30%), and the final term paper (40%). ✍

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Reading assignment:​

• Pertinent chapters from the list of references (see above) on the topic: Introduction to mass communication study/media studies.
• Chaffee, S. H. & Metzger, M. J. (2001). The end of mass communication? ​Mass Communication and Society, 4(4), 365-379. [Handout for further reading]
• Weimann, G., Weiss-Blatt, N., Mengisto, G., Mazor, M., & Oren, R. (2014). Reevaluating "The end of mass communication?" Mass Communication and Society, 17(6), 803-829. [Handout for further reading]
• Fang, I. (1997). A history of mass communication: Six information revolutions. Boston: Focal Press. [For further reading]